Fashion for the “35-something”<br />Spring/Summer 2011 Women’s Collection<br />By Stephanie Callaway<br />      Mayra Rodr...
Agenda<br />About Level<br />The Company<br />Our Customer<br />Spring/Summer 2011 Inspiration<br />The Logo<br />Spring/S...
About<br />Level refers to balance and structure – both which are referenced in our collection.<br />Our line satisfies th...
About the      Customer<br />Our customer:<br />30-35+<br />Income: 75k +<br />“Techy”<br />Fashion-forward yet practical<...
About<br />Spring/Summer 2011<br />For the one-the-go fashion-forward woman<br />Consists of:<br />Jackets, Tops, Dresses,...
Inspiration  <br />
Inspiration<br />
Logo<br /><ul><li>Level is about balance and structure. Our apparel and our logo reflect this with a digital and modern fe...
Garment Details<br /><ul><li>Quality
Buttons
Horn
Fabric
Rivets – metal
Zippers – metal
Buckles – self fabric and metal
Belts – self fabric
Try to use same finishing where possible to control costs</li></li></ul><li>Fabric <br />Primary fabrics:<br />Cotton<br /...
Tops<br />
Tops<br />Lucy<br />Name: Lucy<br />Style # 001<br />Description: cotton short sleeve t-shirt with rivet detail<br />Fabri...
Tops<br />Audrey<br />Name: Audrey<br />Style # 002<br />Description: cotton short sleeve t-shirt with open neck<br />Fabr...
Tops<br />Adriana<br />Name: Adriana<br />Style # 003<br />Description: asymmetrical fitted blouse<br />Fabric: 100% silk<...
Tops<br />Adriana<br />Name: Adriana<br />Style # 003<br />Description:asymmetrical fitted blouse<br />Fabric: Jersey cott...
Tops<br />Jane<br />Name: Jane<br />Style # 004<br />Description: 3/4 sleeve cotton shirt<br />Fabric: 100% cotton<br />Re...
Tops<br />Susie<br />Name: Susie<br />Style # 005<br />Description: cotton shirt with cut-out detail<br />Fabric: 100% cot...
Jackets<br />
Jackets<br />Marlene<br />Name: Marlene<br />Style # 006<br />Description:<br />Fabric: Genuine Leather, Lining: 50% silk,...
Jackets<br />Elizabeth<br />Name: Elizabeth<br />Style # 007<br />Description: Denim/ cotton-twill blazer with zipper deta...
Dresses<br />
Dresses<br />Amelia<br />Name: Amelia<br />Style # 008<br />Description: short sleeve high neck dress<br />Fabric: 72% ace...
Dresses<br />Amelia<br />Name: Amelia<br />Style # 008<br />Description: short sleeve high neck dress<br />Fabric: 72% ace...
Dresses<br />Natalie<br />Name: Natalie<br />Style # 009<br />Description: one-shoulder dress with leather trim<br />Fabri...
Dresses<br />Marilyn<br />Name: Marilyn<br />Style # 010<br />Description: short sleeve belted dress with rivet detail<br ...
Dresses<br />Marilyn<br />Name: Marilyn<br />Style # 010<br />Description: short sleeve belted dress with rivet detail<br ...
Dresses<br />Erin<br />Name: Erin<br />Style # 011<br />Description: color-block tank dress<br />Fabric:62% cotton, 38%sil...
Cardigans<br />
Cardigans<br />Lola<br />Name: Lola<br />Style # 012<br />Description: tunic-length cardigan<br />Fabric: Cotton knit <br ...
Cardigans<br />Lola<br />Name: Lola<br />Style # 012<br />Description: tunic-length cardigan<br />Fabric: Cotton knit <br ...
Vests<br />
Vests<br />Rachelle<br />Name: Rachelle<br />Style # 013<br />Description: tw0-button vest<br />Fabric: Denim (cotton)<br ...
Skirts<br />
Skirts<br />Luela<br />Name: Luella<br />Style # 014<br />Description: pencil knee-length skirt<br />Fabric:94% Polyester,...
Skirts<br />Luela<br />Name: Luella<br />Style # 014<br />Description: pencil knee-length skirt<br />Fabric:94% Polyester,...
Pants<br />
Pants<br />Kerati<br />Name: Kerati<br />Style # 015<br />Description: skinny cotton pant with leather patches<br />Fabric...
Pants<br />Monica<br />Name: Monica<br />Style # 016<br />Description: skinny leather pant with denim patches and zipper d...
Pants<br />Anna<br />Name: Anna<br />Style # 017<br />Description: slim pant with side zipper<br />Fabric: 100% cotton<br ...
Pants<br />Stephanie<br />Name: Stephanie<br />Style # 018<br />Description: cuffed baggy trouser<br />Fabric: 60% polyest...
Pants<br />Grace<br />Name: Grace<br />Style # 019<br />Description: baggy trouser with tab closure<br />Fabric: 60% Polye...
Shorts<br />
Shorts<br />Katie<br />Name: Katie<br />Style # 020<br />Description: long short<br />Fabric: 100% cotton/ 100% denim<br /...
Shorts<br />Kelly<br />Name: Kelly<br />Style # 021<br />Description: long short with flap pockets and buckles <br />Fabri...
Looks<br />
Look 1: “Client meeting in the City”<br />Professional Chic<br /><ul><li>Adriana top paired with the Elizabeth jacket and ...
Hangtag<br />
Shirt Tag & Care Label<br />
Shirt Tag & Care Label<br />
Shopping Tote<br />For customers that purchase $300 or more<br />Eco – friendly canvas tote with brand logo<br />
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Brand Merchandising: LEVEL

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Merchandising Portfolio:

LEVEL, an innovative clothing brand for the modern and fashionable mom on the go.

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Brand Merchandising: LEVEL

  1. 1. Fashion for the “35-something”<br />Spring/Summer 2011 Women’s Collection<br />By Stephanie Callaway<br /> Mayra Rodríguez<br /> Adriana Sultán<br />KerateSupaongprapa<br />
  2. 2. Agenda<br />About Level<br />The Company<br />Our Customer<br />Spring/Summer 2011 Inspiration<br />The Logo<br />Spring/Summer 2011 Line <br />Color Palette and Fabric<br />Style, details and full looks<br />Marketing and Promotion<br />
  3. 3. About<br />Level refers to balance and structure – both which are referenced in our collection.<br />Our line satisfies the needs of the modern and multitasking mother who is constantly searching for balance in her professional and family life.<br />Clothing for the experienced professional woman who loves fashion and still takes risks with her wardrobe.<br />Price range: Contemporary/Bridge ($75 for tanks to $300+ for jackets) <br />Store locations: high-end department stores, urban and suburban boutiques.<br />Competition: Elizabeth and James, ck Calvin Klein, Emporio Armani.<br />
  4. 4. About the Customer<br />Our customer:<br />30-35+<br />Income: 75k +<br />“Techy”<br />Fashion-forward yet practical<br />Casual-chic but office appropriate – Flexible wardrobe<br />Values Quality and Innovation<br />
  5. 5. About<br />Spring/Summer 2011<br />For the one-the-go fashion-forward woman<br />Consists of:<br />Jackets, Tops, Dresses, Skirts, Pants, and Shorts<br />Inspiration:<br />Structure - Architecture<br />
  6. 6. Inspiration <br />
  7. 7. Inspiration<br />
  8. 8. Logo<br /><ul><li>Level is about balance and structure. Our apparel and our logo reflect this with a digital and modern feel.</li></li></ul><li>Color Palette <br />Moonlight Gray<br />Black Magic<br />Stone Gray<br />Bone<br />Camel<br />Sand Desert <br />Zing<br />Electric Green<br />Razmatazz<br />Mayra Pink<br />Techno Teal<br />Cruise Blue<br />
  9. 9. Garment Details<br /><ul><li>Quality
  10. 10. Buttons
  11. 11. Horn
  12. 12. Fabric
  13. 13. Rivets – metal
  14. 14. Zippers – metal
  15. 15. Buckles – self fabric and metal
  16. 16. Belts – self fabric
  17. 17. Try to use same finishing where possible to control costs</li></li></ul><li>Fabric <br />Primary fabrics:<br />Cotton<br />Denim<br />Silk<br />Leather<br />Mainly used practical and comfortable fabrics suitable for our target market’s busy lifestyle, supplemented with stylish details. <br />
  18. 18. Tops<br />
  19. 19. Tops<br />Lucy<br />Name: Lucy<br />Style # 001<br />Description: cotton short sleeve t-shirt with rivet detail<br />Fabric: 100% cotton<br />Retail Price: $89.50<br />Details: 10 metal rivets, rouchingat shoulder<br />
  20. 20. Tops<br />Audrey<br />Name: Audrey<br />Style # 002<br />Description: cotton short sleeve t-shirt with open neck<br />Fabric: 100% cotton<br />Retail Price: $89.50<br />
  21. 21. Tops<br />Adriana<br />Name: Adriana<br />Style # 003<br />Description: asymmetrical fitted blouse<br />Fabric: 100% silk<br />Retail Price: $175<br />Detail: 15 small rivets<br />
  22. 22. Tops<br />Adriana<br />Name: Adriana<br />Style # 003<br />Description:asymmetrical fitted blouse<br />Fabric: Jersey cotton <br />Retail Price: $175<br />Detail: 15 small rivets<br />
  23. 23. Tops<br />Jane<br />Name: Jane<br />Style # 004<br />Description: 3/4 sleeve cotton shirt<br />Fabric: 100% cotton<br />Retail Price: $110<br />Details: 7 small buttons, 1 pocket on front<br />
  24. 24. Tops<br />Susie<br />Name: Susie<br />Style # 005<br />Description: cotton shirt with cut-out detail<br />Fabric: 100% cotton<br />Retail Price: $125<br />Detail: 2 cut-outs at neck and shoulder<br />
  25. 25. Jackets<br />
  26. 26. Jackets<br />Marlene<br />Name: Marlene<br />Style # 006<br />Description:<br />Fabric: Genuine Leather, Lining: 50% silk, 50% cotton<br />Retail Price: $365<br />Details: 3 medium zippers, stitching at bottom jacket and cuff hem<br />
  27. 27. Jackets<br />Elizabeth<br />Name: Elizabeth<br />Style # 007<br />Description: Denim/ cotton-twill blazer with zipper detail<br />Fabric: Denim / Cotton-Twill Lining: 100% silk<br />Retail Price: $325<br />Details: 3 medium zippers, 8 medium buttons, 2 side pockets<br />
  28. 28. Dresses<br />
  29. 29. Dresses<br />Amelia<br />Name: Amelia<br />Style # 008<br />Description: short sleeve high neck dress<br />Fabric: 72% acetate, 22% polyester<br />Lining: 50% silk, 50% cotton<br />Retail Price: $250<br />Details: self belt with 8 small buttons<br />
  30. 30. Dresses<br />Amelia<br />Name: Amelia<br />Style # 008<br />Description: short sleeve high neck dress<br />Fabric: 72% acetate, 22% polyester<br />Lining: 50% silk, 50% cotton<br />Retail Price: $250<br />Details: belt with 8 small buttons<br />
  31. 31. Dresses<br />Natalie<br />Name: Natalie<br />Style # 009<br />Description: one-shoulder dress with leather trim<br />Fabric: 85% Silk, 15% Lurex (Metalic)<br />Retail Price: $300<br />Details: leather trim around middle<br />
  32. 32. Dresses<br />Marilyn<br />Name: Marilyn<br />Style # 010<br />Description: short sleeve belted dress with rivet detail<br />Fabric:100% silk <br />Retail Price: $200<br />Details: self belt, 10 rivets at shoulder<br />
  33. 33. Dresses<br />Marilyn<br />Name: Marilyn<br />Style # 010<br />Description: short sleeve belted dress with rivet detail<br />Fabric: 100% silk<br />Retail Price: $200<br />Details: self belt, 10 rivets at shoulder<br />
  34. 34. Dresses<br />Erin<br />Name: Erin<br />Style # 011<br />Description: color-block tank dress<br />Fabric:62% cotton, 38%silk<br />Retail Price: $325<br />Details: 1 medium zipper at back<br />
  35. 35. Cardigans<br />
  36. 36. Cardigans<br />Lola<br />Name: Lola<br />Style # 012<br />Description: tunic-length cardigan<br />Fabric: Cotton knit <br />Retail Price: $110<br />Details: 1 medium zipper<br />
  37. 37. Cardigans<br />Lola<br />Name: Lola<br />Style # 012<br />Description: tunic-length cardigan<br />Fabric: Cotton knit <br />Retail Price: $110<br />Details: 1 medium zipper<br />
  38. 38. Vests<br />
  39. 39. Vests<br />Rachelle<br />Name: Rachelle<br />Style # 013<br />Description: tw0-button vest<br />Fabric: Denim (cotton)<br />Retail Price: $175<br />Details: 2 small buttons, 2 slit pockets<br />
  40. 40. Skirts<br />
  41. 41. Skirts<br />Luela<br />Name: Luella<br />Style # 014<br />Description: pencil knee-length skirt<br />Fabric:94% Polyester, 6% Elastane <br />Retail Price: $185<br />Details: 1 medium zipper at side<br />
  42. 42. Skirts<br />Luela<br />Name: Luella<br />Style # 014<br />Description: pencil knee-length skirt<br />Fabric:94% Polyester, 6% Elastane <br />Retail Price: $185<br />Details: 1 medium zipper at side<br />
  43. 43. Pants<br />
  44. 44. Pants<br />Kerati<br />Name: Kerati<br />Style # 015<br />Description: skinny cotton pant with leather patches<br />Fabric: 97%Cotton/3% spandex<br />Patches: 100% genuine leather<br />Retail Price: $225<br />Details: 1 medium zipper at back, leather patches<br />
  45. 45. Pants<br />Monica<br />Name: Monica<br />Style # 016<br />Description: skinny leather pant with denim patches and zipper details<br />Fabric: 100% Genuine leather<br />Patches: 100% denim<br />Retail Price: $300<br />Details: 2 small zippers at bottom hem, 1 medium zipper<br />
  46. 46. Pants<br />Anna<br />Name: Anna<br />Style # 017<br />Description: slim pant with side zipper<br />Fabric: 100% cotton<br />Retail Price: $180<br />Details: 1 medium zipper at side<br />
  47. 47. Pants<br />Stephanie<br />Name: Stephanie<br />Style # 018<br />Description: cuffed baggy trouser<br />Fabric: 60% polyester, 40% cotton <br />Retail Price: $165<br />Details: elastic waistband, 2 slit pockets on front<br />
  48. 48. Pants<br />Grace<br />Name: Grace<br />Style # 019<br />Description: baggy trouser with tab closure<br />Fabric: 60% Polyester, 40% Cotton<br />Retail Price: $190<br />Details: tab closure, 1 medium zipper<br />
  49. 49. Shorts<br />
  50. 50. Shorts<br />Katie<br />Name: Katie<br />Style # 020<br />Description: long short<br />Fabric: 100% cotton/ 100% denim<br />Retail Price: $125<br />Details: 1 medium zipper, 2 slit pockets with button detail<br />
  51. 51. Shorts<br />Kelly<br />Name: Kelly<br />Style # 021<br />Description: long short with flap pockets and buckles <br />Fabric: 100% cotton/ 100% denim<br />Retail Price: $140<br />Details: 1 medium zipper, 2 flap pockets with button detail, 2 medium buttons, 4 buckles<br />
  52. 52. Looks<br />
  53. 53. Look 1: “Client meeting in the City”<br />Professional Chic<br /><ul><li>Adriana top paired with the Elizabeth jacket and Luela skirt. </li></li></ul><li>Look 2: “Out on the town”<br /><ul><li>Erin dress paired with Marlene jacket.</li></li></ul><li>Look 3: Family museum trip<br /><ul><li>Jane shirt paired with kelly short and Lola cardigan. </li></li></ul><li>Look 4: “Errands in the ‘Burbs”<br /><ul><li>Audrey Top with Marlene leather jacket and Anna jean.</li></li></ul><li>Look 5: Shopping with the girls<br /><ul><li>Lola cardigan with Susie top and Kerati pants. </li></li></ul><li>Marketing and Promotion<br />
  54. 54. Hangtag<br />
  55. 55. Shirt Tag & Care Label<br />
  56. 56. Shirt Tag & Care Label<br />
  57. 57. Shopping Tote<br />For customers that purchase $300 or more<br />Eco – friendly canvas tote with brand logo<br />

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