The document appears to be a design packet for a clothing line called Ginkgo. It includes details about the target demographic, trends analysis, proposed styles, fabrics, colors and sizing for the Fall 2014 collection. The brand aims to appeal to professional women ages 23-65 by taking a trendier approach than competitors like Chico's and Coldwater Creek. It will feature figure-flattering silhouettes inspired by Asian influences and nature.

2. Opening Page ~ Empty
Opening Page ~ Ginkgo Leaf
Business Card
Customer Profile
Marketing Research
Inspiration Explanation
Illustrations Hand drawn
Measurement Chart for the Line
Labels and Marketing
Color ways page & special fabrics page
Compilation pages in small color way examples
12 Design Pieces ~
a.-Flats ~ Front & Back
b.-Color ways ~ Suggestions
c.-Details ~ page with trims fabric, buttons or special treatments
d.-Labels/Marketing ~ for item
e.-Construction ~ seams and stitches details
f.-Measurement ~ Details
g.-Fabric/Trims/Colors
Poem
Ginkgo Leaf
QR Scan Code

4. GINKGO
Terry Ann Wilson
Fall 2014

6. Target market for Ginkgo was,
at the beginning, an older
demographic, 45 to 65, (AKA,
Baby Boomer generation)
higher end purchasers, fit and
involved socially. The target
market is expanding and now
includes younger professionals
as young as perhaps 23, who
are entering the workforce and
wish to emulate those they look
up to by dressing for success
and wearing the same if not
similar styles as their senior
mentors and advisors.
GINkgO

7. Enter ~ younger professionals as young as perhaps 23, newly
graduated, looking for a professional style, dressing for
success and wearing the same if not similar styles as their
senior mentors and advisors.
• Entry level professional women early 20s to late 40s
• Busy and interested ~ social, fads, politics
• Physical attributes ~ youth fitness
• Ability to purchase ~ mid-range items (income $30,000 and up)
• Live in apartment in the city, perhaps still at home with parents
Boomers are very active and in the workforce, these career
women, may have begun working after rising their children and
have ambitious career goals. They are active socially, with a high
level of expendable income; they travel and are able to
volunteer at their favorite charity. They want trendy and classic
styles that will allow them to stand out at both the office and a
cocktail party. Prices from $60 to $900
• Professional women 45 to 65
• Busy with ~ career, social, travel, volunteer
• Physical attributes ~ aging changes
• Ability to purchase ~ high end (income $50,000 and up)
• Live in a city or near commuting distance from the city

8. Ginkgo ~ inspired by the beautiful Ginkgo tree! Known for it’s healing
properties, its beautiful bark, leaves and shape. The leaves transform
through the seasons from a bright green to a rich green then changes
in the fall to a brilliant golden yellow, finally mellowing to a kaki.

9. One trend I have noticed
it the Leather Jacket,
including the “bomber”.
This is a classic that crosses
age barriers…
Ginkgo will appeal to
women who want both
classic and cutting edge
in their outerwear.
Click photos for links to info.

10. Click photos for links to info.
The classic jean is another item that needs
to be added to the Ginkgo line. This classic
with a slight boot cut flare will fit into the
lifestyle of all ages.

11. • Coldwater Creek – This Company
largely focuses on the older demographic,
color remains bright and floral. Key items are
matching separates that are boxy, stand-
alone stores push casual sporty, key items the
blouse and trouser.
competitors: *
*Click photos for links to info.

12. • White House Black Market – This store
is known for its graphic focus on the two
colors Black and White. Their customer is 25
and older. They sell both casual items, and
special occasion dresses, key item includes
dresses and accessories.
competitors: *
*Click photos for links to info.

13. Chico’s – This company purchased
White House Black Market in 2003; they also
own Soma Intimates and Boston Proper. The
target for the Chico’s brand is 35 years old
and older, namely the affluent Boomer
generation; it touts “slimming” items and a
travel wardrobe. The colors are currently
bright with various prints, their stand-alone
stores carry many of the casual and casual
work wear pieces, and key items are blazer
and trouser.
competitors: *
*Click photos for links to info.

14. ABOUT :
GINKGO:
My desire for Ginkgo is to redirect the boxy
silhouette of most in this category, to a much
More feminine, sexy and figure flattering profile.
I will have a few key items such as a dress, a skirt
and top, however all items will evolve with
trends. The classic items in the line will change
color, fabrications and style as inspiration
demands. The brand will be positioned in the
higher dollar end with a cutting edge leaning.
It will be different from the competitors as it will
appeal to those who want a trendier style and
a figure flattering fit.
*GINKGO
*Chico’s White house
Black market
*Coldwater Creek

15. Retail Plan: I see Ginkgo sold at higher
end Retail stores and other
upscale clothing sellers, such
as boutiques. I hope that
stand alone stores would
open in short order. An
online presence would be
among the first ways to sell
the brand. Nordstrom and
Neiman Marcus have
categories that sell items
similar to what Ginkgo would
supply. I think that hung and
folded would be the best
way to merchandise this line.
I would like to see posters of
advertising/editorial photos,
color prints (ART) of Ginkgo
trees, leaves and mock trees
as a background to the
merchandising plan.

16. SEASON:
Fall 2014
Infuse Asian ~ the last line
as a jumping off point to
add colors and fabrications.

17. A reinterpretation of some of
Those first designs will add more
Touches of Asian flair.

18. Forecasting ~ 2014
Color:
Color ~ for color I see the
continuing strength of all greens,
burgundy or blood wine, as always
white, cream and black with a
Touch of yellow/gold.

19. Forecasting ~ 2014
Fabrics:
Sheer and lightweight cottons and silks.
The stretchy jean twill will be strong and
a lightweight wool for jeans and slacks.
Trims remain as accessories and single
special items.

22. Forecasting ~ 2014
Styling
Dresses continue high on
the want list, tighter fit, and
coordinating items are still
important but a “mix and no
match” style is a growing trend.

23. Forecasting ~ 2014
Themes & Inspirations
Classic art such as Monet, Van Gogh,
Klimpt and Manet, will be a strong theme.
Asian inspired prints and colors will be strong.
The use of natural photography and other
printed matter as prints on fabric will reach
the main stream.

27. Gingko Designs
Sizing chart for general fit
SIZE ~> XS S M L X
Bust 32 ~ 33 34 ~ 36 37 ~ 39 40 ~ 43 44 ~ 46
Waist 25 ~ 26 26 ~ 28 29 ~ 31 32 ~ 35 36 ~ 39
High Hip 32 ~ 34 34 ~ 36 37 ~ 39 40 ~ 43 44 ~ 46
Low Hip 33 ~ 36 36 ~ 38 39 ~ 41 41 ~ 44 45 ~ 48
Petites
SIZE ~> XS S M L XL
Bust 30 ~ 33 33 -35 36 – 38 39 – 43 44 - 46
Waist 23 ~ 26 26 – 28 29 – 31 32 – 34 35 - 39
High Hip 30 ~ 33 33 – 35 36 – 38 39 – 42 43 - 46
Low Hip 32 ~ 34 35 – 37 38 – 41 42 – 44 45 - 48
Slacks/Jeans
Size: 00 0 2 4 6 8 10 12 14 16
Waist: 24" 25" 26" 27" 28" 29" 30" 31" 32" 33"
AVAILABLE INSEAMS:
ANKLE - 29" SHORT - 30" REGULAR - 32" LONG - 34" X-LONG - 36"

30. $ 00.00

121. GinKGo ~ Style, always looking forward…….