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Portfolio by
Kelly Hail
Amsterdam Fashion Institute
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All creative processes start with inspiration. This section shows extracts from my inspiration book. It
contains the three topics: 'Reality vs. Illusion', 'In search of identity' and 'Destruction and after', put
together in an unpolished and personal inspiration book.
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Inspiration Book Cover
From the Chapter: Reality vs. Illusion
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From the Chapter: In Search of Identity
From the Chapter: Destruction and After
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From the Chapter: Reality vs. Illusion
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This section shows core values and target groups of three different brand concepts that were
developed in team work. ABSOLUT. was about developing a clothing line for an already existing, non-
clothing brand. WOODs introduces a new jeans concept, based on sustainability and the Cradle to
Cradle principles by making paper out of jeans and upcycling this to energy. DECODE was born during
'Triptiek' where 20 second year fashion students from all three AMFI directions of management,
design and branding created a brand based on the Dutch zeitgeist of 2020.
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ABSOLUT. Core Value Mood Board: Uniqueness, Playfulness, Toughness, Innovation
ABSOLUT. Target Group Mood Board
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WOODs Core Values: Courageous Pride, Slow Enjoyment, Triggering Motion
WOODs Target Group
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WOODs 3D Concept Visualization
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DECODE Core Values: Inspired by the Dutch region of Friesland
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DECODE Target Group: The laid back Xenophile
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This section features the product development and design process of the above mentioned brand
concepts in technical drawings (style sheets) and the final collections.
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Collection Plan Introduction
Over the past decades, the iconic Swedish Vodka brand has gained
world-wide fame through continuous advertising campaigns,
ongoing collaborations with the creative industries such as art
and fashion as well as consistent high quality. Absolut Vodka
creates a vision of an absolut world where everything is perfect.
Consumers are invited to be part of this idealistic vision which is
thought-provoking and leaves room for the mind to fantasize
about. All these aspects are what set Absolut apart from other
vodka brands. Absolut Vodka is hip and stylish. It positions itself
as a high class vodka, yet at an affordable price.
Apart from being different and unique in its marketing methods,
playfulness also belongs to their core values, as depicted in their
creative collaborations and often witty advertisements.
Toughness represents the invincible, independent Absolut bottle
and shape and at last, continuous innovation and being up to date
with the Zeitgeist is another important core value. These core
values will be applied to our unique ABSOLUT. clothing collection
which is presented in the following pages. Now follow us into the
ABSOLUT. world of fashion!
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Inspirations for my designs
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Style Sheet ABSOLUT. Dress
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Style Sheet ABSOLUT. Shorts
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ABSOLUT. Collection Overview
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Style Sheet WOODs Jeans
Style Sheet WOODs Pullover with special knitting pattern
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WOODs Collection Overview
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DECODE Overview 3 Outfit Designs
Photo Shoot 3 Outfits
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This section shows different extracts from business plans, like a competitor graph, financial
statements and the USP, again developed for the above mentioned brands. Furthermore, the
following executive summary and SWOT were compiled for a Strategic Business Plan for
Abercrombie & Fitch.
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Brand Positioning: WOODs Competitor Matrix
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WOODs Investment Budget and Financing Plan
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DECODE Profit and Loss Account
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DECODE Unique Selling Point and Cradle to Cradle Principle
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A&F Strategic Business Plan Executive Summary
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A&F SWOT Analysis