brand extension book
DESCRIPTION
Brand extension project to create a new line under an existing name brand, for CAD class, 2012TRANSCRIPT
SPRING/SUMMER 2013INTRODUCTION OF BLUSH LINGERIE LINE
Minique Lhullier designs capture the essence of sophisticated luxury by provoking femininity, allure and glamour that have made her renowned in the world of design. Monique’s innate sense of style and understanding of a woman’s desire to look and
feel beautiful are prevelant throughout her bridal and ready-to-wear collections.
Monique’s love for fashion is a lifelong passion. growing up in the Philippines, Monique’s first experiences of fashion were with her mother whose own sense of
personal styleand elegance were major inluences for the designer. Her mother, also a designer, ran a successful custom high-end collection of children’s clothing. At
the young age of 11, Monique would sketch and pick out fabrics and customize her dresses with local couturiers in her hometown. encouraged to pursue her dream odf becoming a designer, Monique moved to Los Angeles to attend the Fashion Institute
for Design and Merchandising.
While Studying at FIDM, a natural inclination towards bridal and evening gowns led Monique to her niche. The pure fantasy of special occasions, especially weddings,
inspires Monique Lhullier designs.
Monique Lhullier and husband, Tom Bugbee, founded her eponymous compant in 1996 by launching their first bridal collection. In 2002, th eready-to-wear and
eveningwear division was launched. With both lines thriving, Monique Lhullier has become one of the leading innovative fashion houses in terms of design, quality and
brand image.
The Monique Lhullier Salons, in the hear of Beverly Hills and Minneapolis, offer world-class service and a wide selection of her Ready-to-Wear and Bridal collections
as well as some custome offerings. Both limes cam also be viewed at department stores and specialty boutiques throughout North America and internationally.
COMPANY HISTORY
Blush Lingerie by
Monique Lhullier’s bridal collections and ready-to-wear looks are known for their inter-nal structure and romantic emphasis of the feminine sillhouette. Desiring to expand her
company, she has recently developed interest in translating that command of a woman’s figure into an additional line based in lingerie.
Monique’s Blush lingerie line will be premiering with the Spring/Summer 2013 collection. These lingerie pieces follow the style of her other lines, and easily build into the designs
of her looks to be worn underneath her garments, or on their own occasion. While the current market for bridal lingerie is scarce, Monique sees and oportunity to infuse style
into the structural and functional garments worn on the most romantic day of every woman’s life.
While Monique’s lingerie pieces are ideal compliments to her existing designs, she does not limit the looks to wedding day/night occastions, but encourages her fans to embrace the feminine sophistication of their wedding day in their every day looks. The Blush line
encludes pieces such as bras, panties, slips, nighties, and corsets.
Monique upholds her committment to quality fabric and construction in the Blush line as she has consistently shown thorugh her other lines of bridal and ready-to-wear. Blush will be available in Monique Lhullier Salons, selected departmen and sepcialty stores
along side her existing lines.
LINE DESCRIPTION
Blushing RomanceA Modern Fairytale
Fabric and Texture
SEPERATES AND SETS
SEPERATES AND SETS
“SOPHIE” “ISABELL” “JOSEPHINE”
CORSETS AND SINGLES
CORSETS AND SINGLES
“JEMMA”
“VICTORIA”
“CARRIE”
CONTACT AND INFORMATION
HEADQUARTERS
1201 S. Grand ave. 3rd FloorLos Angeles, CA 90015213.747.8811 t213.747.9311 f
MONIQUE LHUILLIER SALONS
LOS ANGELES8485 melrose place.los angeles, 90069323.655.1088
MINNEAPOLIS3928 west 50th st.edina, mn 55424612.929.0747-
GARMENT INFORMATION
SEPERATES AND SETS
“SOPHIE”colors as shownavailable sizes 0-22$160
“ISABELL”colors as shownavailable sizes 0-22$140
“JOSEPHINE”colors as shownavailable sizes 0-22$200
CORSETS AND SINGLES
“JEMMA”colors as shownavailable sizes 0-22$125“VICTORIA”colors as shownavailable sizes 0-22$150
“CARRIE”colors as shownavailable sizes 0-22$210