FASHION MARKETING & STYLING

TYLINGWanderlustMidnight SnackA Tale of Two Sisters

Wanderlust

INSPIRATION

Wanderlust

Styling

WanderlustStylist: Ashley ClarkePhotographer: Kate Hull-Nye

Wanderlust

Styling

Midnight Snack

INSPIRATION

Midnight Snack

Styling

MIDNIGHT SNACK Stylist: Ashley Clarke &Chaine Leyendecker

Midnight Snack

Styling

A Tale of Two Sisters

A Tale of Two Sisters

INSPIRATION

Photographer: Julia ComitaStylist: Ashley ClarkeChaine Leyendecker

A Tale of Two Sisters

Styling

A Tale of Two Sisters

RODUCT DEVELOPMENTHarley-D

Harley-DHarley-D

HARLEY-DAVIDSONIS NOT ONLY A BRAND, IT’S A LIFESTYLE.

Harley-D is a sub brand that extends the Harley Davidson style to a younger demographic. We want to allow the children of the original Harley owners to experience not only the brand but also the lifestyle. Harley-D will be sold online at HarleyDavidson.com, as well as Urban Outfitters where their customers fit our demographic. The line will be affordable and trendy so the Harley-D girl can live her life in style!

Proposal

Product Development

“Customers for life.... Harley Davidson values the deep emotional connection that is created with its customers through their products, services and experiences. They are fueled through the brand loyalty and trust that their customers place in them to deliver.”[ [

Harley-D

The Harley-D girl is 18 to 35-years-old. She lives in a city or college town. She is a memeber of the group “Bohemian Mix” described by Claritas as “A group of women who are constantly on the hunt for emerging pop culture, and cutting-edge fashion.”

According to Claritas “A collection of mobile urbanites, Bohemian Mix represents the nation’s most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew.”

MY LIFE.MY RULES.

Customer Profile

Product Development

branding

Hang Tags

Shopping Bag

Harley-D

Trends

Colors: Earthy and rustic with a palette of greys and muddy browns offset by shades of tomato and marron glacé. Highlight with ochre, pale blue and winter white.

Key looks:Lace, body stockings and mesh. Round-necked T-shirt dresses in soft materials. Layering dresses with shirts and vests in thin materials, minimal beauty styling.

Key fabrics: Leather, polished sateen, satin, burnished metallics

Inspiration

Product Development

Line Sheet

Style # DB4001-30 Style # DB1001-21Description: Fringe Crop TopFiber Content: 98% Cotton 2% ElastaneRetail: $ 28.00

Style # DB1001-22Description: Crop Leather Half SleeveFiber Content: 100% leather with lining. gold button trimRetail: $ 68.00

Style # DB1001-23Description: Halter Leather TopFiber Content: 100% LeatherRetail: $58.00

Style # DB1001-24Description: S/S Fringe TeeFiber Content: :66% Cotton 28% Linen 6% LycraRetail: $32.00

Style # DB1001-25Description: Buckle Tank Top Fiber Content: 100% Washed SilkRetail: $28.00

Style # DB2001-01Description: Leather L/S Zipper DressFiber Content: 86% Viscose 14% LycraRetail: $120.00

Style # DB2001-02Description: Leather Bandage Dress Fiber Content: Washed Silk with Leather cross strapsRetail: $98.00

Style # DB2001-03Description: Jean Vest DressFiber Content: 95% denim5% ElastaneRetail: $58.00

Style # DB2001-04Description: S/S Leather Zipper DressFiber Content: 100% Leather With silver zipperRetail: $120.00

Style # DB2001-05Description: Net Sleevless DressFiber Content: 100% Jersey knitRetail: $78.00

Style # DB2001-06Description: T shirt DressFiber Content: 100% Cotton Retail: $28.00

Description: Racer TankFiber Content: 100% CottonRetail: $23.00

Harley-D

Fall 2012

Style # DB4001-30Description: Motorcycle Jkt with Zippers Fiber Content: 100% LeatherRetail: $250.00

Style # DB4001-31Description: Future Leather JktFiber Content: 100% LeatherRetail: $280.00

Style # DB4001-32Description: Biker VestFiber Content: 100% denimRetail: $ 48.00

Style # DB4001-33Description: Crop Leather JktFiber Content: 100% LetherRetail: $250.00

Style # DB4001-34Description: Spike military Jkt Fiber Content: 98% Cotton 2% ElastaneRetail: $198.00

Style # DB3001-10Description: Stretch Denim Leggings with Leather tiesFiber Content: Rayon, spandexRetail: $48.00

Style # DB3001-11Description: Stretch Leather Legging Fiber Content: Leather and CottonRetail: $68.00

Style # DB3001-12Description: Patch Stretch Leggings Fiber Content: 100% Denim Retail: $68.00

Style # DB3001-13Description: Leather high waist skirtFiber Content: 100% LeatherRetail: $89.00

Style # DB3001-14Description: Denim Belt SkirtFiber Content: 100% Organic denimRetail: $79.00

Style # DB4001-35Description: Leather & Suede VestFiber Content: 95% Leather 5% suede Retail: $58.00

Style # DB3001-15Description: Cut off Denim ShortsFiber Content: 100% organic cotton Retail: $58.00

Product Development

Product

Harley-D

Assortment

Product Development

ADVERTISING

Paper Magazine is an ideal place for Harley-D to advertise. Not only does it cater to our demographic but we feel it will spark interest in people that shop at Urban Outfitters. The full page ad will be placed near the table of contents. The ads will promote the brand before it is about to launch.

This artsy fashion, music, and contemporary lifestyle magazine reaches the same demographic as Glamour, and Teen Vogue, but also caters to a hipster crowd that’s into cutting-edge designers, indie bands, and under-the-radar culture. We feel this will be the main advertising media for Harley- D because it reaches the edgy customer we are looking for.

NYLON MAGAZINE

PAPER MAGAZINE

Harley-D

MY

LIF

EM

Y R

UL

ES

Available Fall 2012Exclusively sold at Harley Davidson

& Urban outfitters

MY

LIF

EM

Y R

UL

ES

Available Fall 2012Exclusively sold at Harley Davidson

& Urban outfitters

MY

LIF

EM

Y R

UL

ES

Available Fall 2012Exclusively sold at Harley Davidson & Urban outfitters

MY

LIF

EM

Y R

UL

ES

Available Fall 2012Exclusively sold at Harley Davidson

& Urban outfitters

HARLEY D + URBAN OUTFITTER

WEB MARKETING + URBAN OUTFITTERS HarleyDavidson.com will promote Harley-D by advertising on the main web page. You will be able to purchase the line direcly from the web site, and it will also have the Urban Outfitters link provided on the site.

Product Development

MY LIFE.MY RULES.

WEB MARKETING + Harley Davidson

Harley- D will be sold exclusivly at Urban Outfitters and Harley Davidson.com Urban Outfitters will promote Harley- D on their web site, as well as hosting a launch party in each city that the Harley -D Tour goes to.

HARLEY-D TOUR

Harley -D Tour is a cross country promotional tour. We will be traveling to many different cities in our Harley- D tour bus filled with great merchandise and free give a ways. The tour will be stopping at different Urban Outfitters stores where there will be an exclusive launch party that will cater to each individual city. The idea behind this tour is to get the word out about Harley- D, and to get people interested. Along with the tour bus we will also have our Harley D entourage of bikers to show that Harley Davidson is not just a brand but a lifestyle.

THE D-TOUR

Harley-D

NTREPRENEURSHIPBrainChild

BRAINCHILDCollaboration Center for Creative Production

BRAINCHILD

By allowing artists a workspace and outlet to sell their merchandise we hope to give all creative people a jump- start to their career. This new type of retail space embodies both the ethos of the “free” do it yourself spirit and the creative aesthetic of San Francisco’s art scene.

The Brainchild Coalition is a retail boutique and collaboration center for creative production, showcasing local artist, screen printers, jewelry makers, and fashion designers. The boutique aims to provide an affordable place where like-minded people from the community can display and sell their own handmade goods while also giving the community a chance to shop affordable locally made products.

• To inspire people to explore their creative side• To offer an affordable outlet for people to create art• To have a fun shopping atmosphere for art and fashion lovers • To give people a jump start in producing and selling their

handmade goods.

Vision

Mission

Core Values

Entrepreneurship

MembershipsMembership Price: $75.00 Includes small workspace available three times a week from 7am-12am. Limited access to supply room, full power hook up, Internet included. small three-week display of artist’s goods. 1

2

3

Membership Price: $175Includes large workspace available seven times a week from 7am-12am. Full access to supply room full power hook up, Internet included. Six-week display of artist’s goods.

Membership Price: $275 Includes large workspace available seven times a week from 7am-12am. Artist will get their own supply cabinet, as well as all access to any machinery and tools they may need. Full power hook up, with Internet included. Eight-week display of artist’s goods.

The Brainchild

At The Brainchild Coalition we help local creative minds “get the job done” by allowing them to rent a monthly space to create any artistic merchandise that can be sold in our boutique, giving local San Francisco shoppers a unique affordable assortment of products.

Entrepreneurship

Getting the Job Done

Artists- The 6-10 featured artists will be required to pay a fee ranging from $75-$275 depending on the size of the space and materials needed. The artist has a one-month lease to work at the Brainchild and they will get to sell their merchandise to the public, as well as being featured online and in the Brainchild zine. After the one month term a new set of artist will then get a chance to rent space. They may return after their term is done but they must re-register and wait until a space is available. Product made by the featured creative minds will be sold at an affordable price. When the artist’s term is almost over all merchandise will be marked down in order to make room for all the new merchandise.

Price

Meet Kirstin:Meet Billy:

Current target market:Primary- (Artists renting space) Creative and innovative men and women who are looking for a way to explore their creative side; whether that be in fashion design, jewelry making, screen printing, or any creative work in the fashion and art industry.

Secondary- (Customers) Hip, imaginative men and women who like unique and creative merchandise, People who are not afraid to think out of the box, and who want to support their friends and local creative minds.

Demographics:• Age: 18-35• Gender: Male and female • Ethnicity: White, Black, Asian, Hispanic• Education: Some College• Income: Lower-Mid• Marital status: Single, newly married • Life style: laidback • Social Class: Middle• Interests: Art, fashion and music

Psychographics:• Lifestyle- Night owl who you will see out most of the night being inspired•They value family, love, art, music, culture• friendship is a huge importance in their life•Tends to have no religious belief, and are l liberal when it comes to politics

Shopping characteristics:• Tends to shop at thrift stores most of the time• Likes the DIY look• Vintage love• Interested in skating• Street wear

The Brainchild

Target Market

Kirstin: The Shopper Billy: The Artisit

She needs more of He needs more ofShared Opinion

Unique shopping des-

tinations

Get inspired

Limited edition products

Spending more time

for herself

Learning different cre-ative outlets

Reading

Cooking

Affordable artist space

Wants to build customer base

Make full time living

Work with like minded people

creative atmosphere

Spend less money on commercialized products

Worring aboutproduction conscience

Fun atmosphere

She needs less ofHe needs less of

Selling out

Mass competition

Money concerns

Judging Mass produced products

Locally made products

Sparking Creativeprocess

Saving money

Entrepreneurship

Empathy Map

The Brainchild advantages:• Being able to have a workspace for artist such as screen printers, jewelry makers, and fashion designers to create their work• Giving them a space to not only create but also network with other artists • Affordable price’s for customers • One of a kind merchandise

How big is the market for your product?There is a huge market right now for local handmade merchandise. People like to thrift shop and they would rather support their local artist.

The Brainchild

Value Proposition

Entrepreneurship

Sample ProductJewelry Zines & Books

Apparel