OliviaSPRING / SUMMER 2014

BY STEPHANIE JIANG10 DECEMBER 2012

OliviaS/S 2015 CONCEPT BOARD

OliviaS/S 2015 CONCEPT BOARD

OliviaCUSTOMER PROFILE

Olivia, the customer, is a young, modern woman in her mid 20’s to 30’s who is earning $50,000 - $70,000 per annum working in the creative or entertainment industry. She is an independent woman with strong work ethics, and is very driven in both her professional and personal lives.

Her personal style is clean, minimal and timeless. She will always keep it classy with streamlined silhouettes that flatter her slender figure, but she also stocks her closet with bold statement pieces for that special evening function or lunch event.

Her weapon of choice is jewelry - an outfit is not complete with-out a touch of silver, gold or pearl.

She does not follow pop culture - in fact, the only dose of pop culture she gets is from walking past the news stand each morning as she grabs her favorite cup of coffee or tea from the nearest coffee shop.

Her favorite genres of music are indie, folk, and eletronica. She enjoys the ocassional Lady Gaga, but mostly sticks to Florence and The Machine, Mumford & Sons, and Ellie Goulding.

Harper’s Bazaar and W are part of her magazine reads, and she follows Girls, Breaking Bad and Mad Men on TV. Her favorite fashion icons are Gene Tierney and Dorian Leigh.

She likes to shop for quality, not quantity, and would willingly pay an extra $20 - $30 for a similar item of better quality and workmanship. She can often be seen at Nordstroms and Barneys searching for the next closet staple to coordinate with her pre-existing pieces. Her favorite brands include Alexander Wang, Alice & Olivia, Erin Fetherston, and Jason Wu.

On her off hours, she enjoys a wide variety of activities, from leading an active lifestyle to volunteering her time to benefit the community. Yoga is a big part of her life; the hectic hours of working in the creative/entertainment industry calls for a need to step back and gain some perspective while keeping her mind and body in a healthy and balanced state.

Every once in a while, she feels like going out to a club to dance, or to a bar for some drinks, but as she matures, there is more of a desire to cuddle up at home with a cup of hot chocolate and a good book instead. She is either single, attached and looking forward to settling down, or married and ready to have kids.

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OliviaCOMPANY PROFILE

Olivia, the company, is a label for contemporary women based in downtown Los Angeles. The main product mix consists of apparels in the categories of tops, shorts, pants, dresses, outerwear, lingerie and swimwear. In addition, there is a small line of complementary jewelry to coordinate with the clothing line.

Established in the market as a quality contemporary wear provider for the modern, sophisticated and classy woman, apparels offered fall under the moderate to better price range of $79 - $179. The secondary jewelry line is being offered within the bracket of $29 - $69.

Quality is our core focus at Olivia; a concept that has taken root from the very heart of the company, we believe in the mentality that less is more, and quality should precede over quantity, always. Each piece of clothing is checked for possi-ble defects by our Quality Assurance team to ensure that it will last for years and years without disintegrating.

Olivia retails through high-end department stores like Nordstroms, independent boutiques as well as an online store.

Our competitors are brands that have a similar target market, for example: T by Alexander Wang, James Perse, Rag & Bone, Kain, and Calvin Klein.

Our dedication to quality and craftsmanship provides us with the competitive edge over other brands that are similar. We are not only selling a product - we are selling a promise that you will fall in love with the clothes you buy.

In the next 10 years, Olivia will be expanding out of North America into Canada, Europe, and much of Asia, establishing bonds with stylish women across the globe.

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OliviaCOLOR PALETTE

140101

ROSE MIST

140104

LEMON140105

TEA140106

DUSK

140107

SQUARED140108

GEOMETRIC140108

PLAID140108

GALAXY

140102

BLUSH140103

SALMON

OliviaFABRIC & TRIMS

141101SATIN

100% POLYESTER

142101

ZIPPER142102

BUTTON142103

PIPING

141102JERSEY KNIT

100% COTTON

141105TWILL

100% LINEN

141106SPANDEX

80% POLYESTER 20% SPANDEX

141103HERRINGBONE100% WOOL

141104JERSEY KNIT

100% POLYESTER

Chandelier Dress

STYLE NUMBER: 143101 FABRICATION: 141101

DESCRIPTION: MAXI DRESS WITH FISH TAIL BACK COLORS AVAILABLE: ROSE MIST, LEMON, TEA

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $28.00 / $119.00

Risky Jumpsuit

STYLE NUMBER: 143102 FABRICATION: 141105

DESCRIPTION: BAREBACK JUMPSUIT WITH WAIST CUT-OUT COLORS AVAILABLE: PLAID, ROSE MIST, LEMON

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $26.00 / $109.00

Mantis Jacket

STYLE NUMBER: 143103 FABRICATION: 141103 SHELL, 141105 CONTRAST

DESCRIPTION: JACKET WITH 3D SHOULDER PANELS COLORS AVAILABLE: TEA, BLUSH, LEMON

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $38.00 / $159.00

Mantis Pants

STYLE NUMBER: 143104 FABRICATION: 141103 SHELL, 141105 CONTRAST

DESCRIPTION: STRAIGHT LEG PANTS WITH 3D PANELS COLORS AVAILABLE: TEA, BLUSH, LEMON

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $28.00 / $119.00

Shadow Tshirt

STYLE NUMBER: 143105 FABRICATION: 141102

DESCRIPTION: T-SHIRT WITH SHEER CONTRAST PANEL COLORS AVAILABLE: BLUSH, LEMON, TEA

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00

Shadow Jeans

STYLE NUMBER: 143106 FABRICATION: 141105

DESCRIPTION: SKINNY CUT PANTS WITH CONTRAST PANEL COLORS AVAILABLE: BLUSH, TEA, LEMON

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $72.00

Teeth Tank

STYLE NUMBER: 143107 FABRICATION: 141104

DESCRIPTION: BOAT NECK TANK WITH PIPING DETAIL COLORS AVAILABLE: GEOMETRIC, TEA, SALMON

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $14.00 / $56.00

Teeth Shorts

STYLE NUMBER: 143108 FABRICATION: 141104

DESCRIPTION: HIGH-WAISTED SHORTS WITH PIPING DETAIL COLORS AVAILABLE: GEOMETRIC, TEA, SALMON

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $14.00 / $56.00

Caged Swimsuit

STYLE NUMBER: 143109 FABRICATION: 141106

DESCRIPTION: SWIMSUIT WITH CONTRASTING STRAPS COLORS AVAILABLE: GALAXY, LEMON, TEA

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $79.00

Asylum Swimsuit

STYLE NUMBER: 143110 FABRICATION: 141106

DESCRIPTION: SWIMSUIT WITH CRISS-CROSS STRAPS COLORS AVAILABLE: GALAXY, LEMON, TEA

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $79.00

Shadow Bustier

STYLE NUMBER: 143110 FABRICATION: 141106

DESCRIPTION: BUSTIER WITH CONTRASTING STRAPS COLORS AVAILABLE: SQUARED, TEA, DUSK

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00

Shadow Briefs

STYLE NUMBER: 143111 FABRICATION: 141106

DESCRIPTION: HIGH-WAISTED BRIEFS WITH CONTRASTS COLORS AVAILABLE: SQUARED, TEA, DUSK

SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00

OliviaACCESSORIES

STYLE NO. 144101

GALAXY CLUTCH

STYLE NO. 144102

TWO-FACED SATCHEL

OliviaHANG TAG & LABEL

Olivia

SMALLUS 4 / UK 6 / EU 34 STYLE NO. 143101

SMALLUS 4 / UK 6 / EU 34

100% COTTONSTYLE NO. 143101 MADE IN USA