This document provides a business plan for the fashion brand Karolina Zmarlak. It outlines the brand's identity, vision, products, market analysis, operations and goals for expansion. Key points include positioning the brand as a major American designer known for architectural tailoring and innovative fabrics, expanding retail doors with Saks and Neiman Marcus, and growing brand awareness through public relations efforts and potential celebrity partnerships. The goal is for Karolina Zmarlak to become a globally recognized luxury women's designer brand.

1. BUSINESS PLAN (HEREIN)
COMMUNICATION PLAN

2. 2 | IDENTITY SUMMARY
3 | VISION AND GOALS FOR THE COLLECTION
5 | DESIGNER BIO
6 | PRODUCT
8 | MARKET ANALYSIS
9 | DISTINCTIVE COMPETENCE
10 | OPERATIONS
11 | THREE YEAR OPERATIONS PLAN
12 | RISKS AND HOW TO MITIGATE
13 | MARKETING AND RECENT PRESS
17 | TARGET CUSTOMER AND TESTIMONIALS
19 | INVESTMENT CLIMATE
BUSINESS PLAN
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3. K A R O L I N A Z M A R L A K
POLISH AMERICAN DESIGNER KAROLINA ZMARLAK DEVELOPS MODERNIST EUROPEAN
TAILORED DESIGNER READY-TO-WEAR UTILIZING INNOVATIVE CONVERTIBLE
TECHNIQUES AND FABRIC FUSIONS; SHE COMBINES MODERN SENSIBILITY WITH A
COOL SOPHISTICATION. EACH COLLECTION IS AN EXPLORATION OF THE FEMININE
FORM AND STRENGTH DEMONSTRATED THOUGH REFINED CONSTRUCTION AND
SEAMED ARCHITECTURAL DETAIL.
IDENTITY SUMMARY – BRAND COMMUNIQUE
2

4. K A R O L I N A Z M A R L A K AIMS TO BE A MAJOR EUROPEAN OF ORIGIN
AMERICAN DESIGNER OF READY TO WEAR COLLECTIONS, SPECIALIZING IN
CRAFTSMANSHIP, TECHNOLOGICALLY ADVANCED AND EXOTIC FABRICS, AND
FUNCTIONALITY
AS A WOMAN KAROLINA HAS SPENT HER ADULT LIFE UNDERSTANDING AND CREATING
PIECES THAT FIT THE FEMALE FORM THAT RESPOND TO A WOMAN’S NOTION OF BEAUTY
-ON GOING RELATIONSHIPS WITH WOMEN CUSTOMERS, VISITING THE STUDIO,
ATTENDING THEIR PLACE OF WORK, AND ENGAGING ON THE FLOOR DURING TRUNK
SHOWS
-MORE SCHEDULED TIME NEEDED TO DEDICATE KZ TO RELATIONSHIP DEVELOPMENT
ARCHITECTURAL SEAMING IS USED TO CONTOUR, PROTECT AND ACCENTUATE
THE FEMALE FORM, UNDERLYING THE UNIQUENESS IN APPEARANCE AND FIT
NEW YORK CITY’S GARMENT DISTRICT IS THE PRODUCTION HOME OF
KAROLINA ZMARLAK, WHERE SHE PRODUCES HER GARMENTS WITH EXACTING DETAIL,
WHILE SELECTING ONLY THE HIGHEST QUALITY AND INNOVATIVE OF FABRICS FROM ITALY
AND JAPAN, WITH TRIM FROM SWITZERLAND
-AS A CONSEQUENCE OF THIS FOCUS AND DILIGENT BUSINESS COMMUNICATION, WE ARE
THE RECIPIENTS OF NEW YORK CITY’S FIRST FASHION PRODUCTION FUND (NYCFPF)
WITH THREE PRIMARY DESIGN TYPOLOGIES, KAROLINA ZMARLAK WILL
BECOME KNOWN FOR HER VISION WORLDWIDE:
-THE FITTED ARCHITECTURALLY SEAMED DRESS: EACH SEASON, EXCITING NEW
FORMS FOR MOVEMENT, SUPPORT AND BEAUTY, BASED ON PERFECT FIT, FEEL AND
FABRIC WILL FOUND THE KAROLINA ZMARLAK LOOK
-THE TECHNO WRAP JACKET: REVERSIBLE, TAFFETA AND SILK, VARIABLE IN HONOR
OF THE MADE TO MEASURE PROCESS. MODERN COLORS AND CUT. ESSENTIAL ITEM FOR
ALL WOMEN
-CORE VALUABLES OF ELONGATED, REVERSIBLE AND UNDERSTATED BASICS MADE
WITH THE HIGHEST QUALITY TIGHTLY WOVEN WOOLS AND SILKS, ALONG WITH
TECHNICAL FABRICS OF GREAT CAPABILITY, COMBINED WITH LEATHERS AND EXOTICS:
LEGGINGS, BLOUSES, SKIRTS AND PANTS
VISION AND GOALS
3

5. 6 KEY BUSINESS DEVELOPMENT GOALS:
WITH SAKS FIFTH AVENUE AND NEIMAN MARCUS THE TWO LARGEST AND MOST
IMPORTANT LUXURY RETAILERS IN THE UNITES STATES, KAROLINA ZMARLAK WILL EXPAND FROM OUR
EXISTING FIVE SAKS DOORS TO 12 AND FROM ONE NEIMAN DIRECT DOOR TO 8 DOORS NATION-WIDE
BOUTIQUE LUXURY STORE DEVELOPMENT WITH THE SUPPORT OF IN HOUSE SALES
DIRECTION SOURCED FROM THE ROW, WE WILL GROW OUR 5 REGIONAL STORES TO 13 IN THE NEXT
THREE YEARS
PUBLIC RELATIONS AT THE HIGHEST LEVEL WILL BE USED TO GROW THE IMAGE AND AWARENESS
OF KAROLINA ZMARLAK (FURTHER PRESS, CELEBRITY SUPPORT, EVENT PARTICIPATION, COLLECTION
PRESENTATIONS), THE BRAND WILL BE RECOGNIZED AS AN IMPORTANT GLOBAL MODERN WOMEN’S
LUXURY DESIGNER BRAND
CORPORATE ENTITY PARTNERSHIPS WILL BOLSTER THE BRAND WITH MEDIUM TERM
PARTNERSHIPS TO SUPPORT FULLY EXECUTED AND PROMOTED FASHION EVENTS AND PR
-EXAMPLE: WE HAVE PARTNERED WITH POLISH VODKA BELVEDERE TO PRODUCE OUR FASHION
FILMS AND POLISH COSMETIC FIRM INGLOT TO PRODUCE OUR SPRING SUMMER 14 PHOTOSHOOT
AND WRAP PARTY. WE WILL GROW THESE PARTNERSHIPS
‘SHORT CUTS’ WILL BE TRAILBLAZED IN ONE OR ALL OF THE FOLLOWING WAYS:
-KAROLINA WILL WIN THE FGI, ECCO DOMANI OR CFDA FASHION AWARDS
-KAROLINA WILL BE TAKEN UNDER THE WING OF ONE OF THE MAJOR FASHION EDITORIAL FORCES,
SUCH AS ANNA WINTOUR
-KAROLINA WILL BE RECOGNIZED AND WORN BY A MAJOR CELEBRITY FORCE, SUCH AS CATE
BLANCHETT
-KAROLINA WILL BE SELECTED BY A MAJOR AMERICAN LABEL TO HEAD THEIR NEW DESIGN
DIRECTION, SUCH AS RALPH LAUREN
-BRAND WILL BE INVESTED IN AND PARTNERED WITH A MAJOR INDUSTRY PLAYER: ROSEN, LVMH
RENT THE RUNWAY
-RUNAWAY GROWTH IN THIS DESIGNER LEVEL PRODUCT
-OPENS AWARENESS TO VAST YOUNG MIDDLE AMERICAN MARKET
-VOLUME CAN REACH $1MM/YEAR OR MORE, IF THE PRODUCT IS SUCCESSFUL WITH CUSTOMER
-RtR HELPS BRIDGE THE GAP BETWEEN FAST FASHION AND DESIGNER
VISION AND GOALS
4

6. DESIGNER BIO – BRAND COMMUNIQUE
K A R O L I N A Z M A R L A K
CONCENTRATES ON MODERNIST TAILORING, REFINED ARCHITECTURAL CONSTRUCTION AND INNOVATIVE
FABRICS.
KAROLINA WAS BORN AND RAISED IN POLAND BEFORE SHE EMIGRATED TO CHICAGO IN 1992, WHEN HER
PARENTS WON THE CLINTON GREEN CARD LOTTERY. HER EUROPEAN SENSIBILITY, DIVERSE COMMUNITY AND
IMMIGRANT SPIRIT INSPIRED HER INTEREST IN THE WORLD OF TECHNICALLY BASED, VISUAL CREATIVITY. SHE
STUDIED APPAREL DESIGN, SPECIALIZING IN FINE TAILORING, AT THE FASHION INSTITUTE OF TECHNOLOGY IN
NEW YORK CITY, GRADUATING WITH HIGH HONORS.
NAMED A GEN ART STYLES WINNER IN 2005, KAROLINA HONED HER SKILLS AT CAROLINA HERRERA AND THEORY.
IN 2009, WITH HER PARTNER JESSE KEYES, SHE LAUNCHED HER EPONYMOUS WOMEN’S DESIGNER READY-TO-
WEAR LINE. HER DEBUT COLLECTION WAS LAUNCHED IN THE FALL OF 2009 AT TAKASHIMAYA.
KAROLINA OFTEN CREATES CLOTHING THAT ALLOWS FOR CONVERTIBILITY. CUTTING CLEAN, SIMPLE FORMS,
AND TAKING THE IDEALS OF THE MADE-TO-MEASURE PROCESS, HER DESIGNS PERMIT PERSONALIZATION: ONE
FORMS THE PIECES TO THE BODY AND SELF. IN CONTRAST, HER FOCUS ON PRECISION TAILORING AND THE
FEMININE SILHOUETTE ADHERES TO THE IDEA OF A CONSTANTLY CHANGING PRESENT DAY WOMAN, WHILE
COMMUNICATING THE AESTHETIC FOUND IN HER NATIVE POLISH HERITAGE: EASTERN EUROPEAN MINIMALISM.
THE ENDURING DESIGNS ORIGINATE IN A HIGHLY PERSONAL AWARENESS AND OBSESSION WITH THE FEMALE
DIMENSION AND SHAPE.
BUSINESS PARTNER JESSE KEYES CONCEPTUALIZES THE COLLECTION INSPIRATIONS AND PRESENTATIONS.
WITH A BACKGROUND IN ARCHITECTURE AND BUSINESS, KEYES BRINGS A UNIQUE DESIGN AND FINANCIAL
EXPERIENCE TO THE BRAND. HE IS ALSO BEHIND SOME OF NEW YORK’S MOST INNOVATIVE DESIGN
DEVELOPMENTS, INCLUDING ONE 7TH AVENUE SOUTH, LA ESQUINA, THE CASSA HOTEL, CBGB AND HOTEL
GRIFFOU. KEYES HAS SEEN PRESS COVERAGE IN THE NY TIMES, DAILY NEWS, NY POST, ETC. HE BEGAN HIS
BUSINESS CAREER AT THE BOSTON CONSULTING GROUP. HIS ALMA MATERS INCLUDE PRINCETON UNIVERSITY,
COLUMBIA UNIVERSITY, UNIVERSITAT POLITECNICA DE CATALUNYA, AND HE IS A FULBRIGHT FELLOWSHIP
RECIPIENT (REF: WWW.MODO-NYC.COM)
THE COLLECTION IS DESIGNED AND PRODUCED IN NEW YORK’S GARMENT DISTRICT UNDER THE DESIGNER’S
HANDS-ON EXACTING STANDARDS.
THE COLLECTION IS AVAILABLE AT SAKS FIFTH AVENUE, NEIMAN MARCUS DIRECT, AND A NUMBER OF SPECIALTY
RETAILERS AROUND THE WORLD INCLUDING HARVEY NICHOLS, SAKS JANDEL IN DC, STANLEY KORSHAK IN
DALLAS, OAK HALL IN MEMPHIS, YUTA POWELL ON MADISON AVENUE AND OTHERS.
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7. BRAND QUALITIES AND DESCRIPTIONS USED FOR PRESS, RETAILERS AND CUSTOMERS:
• WOMEN’S DESIGNER CATEGORY READY-TO-WEAR COLLECTION
• DEFINED BY A EUROPEAN MINIMALISM AND MODERNISM
• ARCHITECTURAL SEAMING, INNOVATIVE TECHNIQUES AND FABRICS: STRUCTURED, PRECISE
AND REFINED
• OUR COLLECTION IS TRANSLATED THROUGH THE RELATIONSHIPS WE HAVE WITH THE WOMEN
WHO WEAR OUR PIECES: WE ARE DRIVEN TO UNDERSTAND AND PERFECT FIT AND SILHOUETTE,
TO UNDERSTAND THE SUBTLETIES AND NEEDS OF THE FEMALE FORM
• WE FIT THE CLOTHING ON SOPHISTICATED, MODERN WOMEN WHO ARE LOOKING FOR TWO
FUNDAMENTAL THINGS IN FASHION: THAT IT ACCOMMODATES THEIR SHAPE AND EXPRESSES
THEIR SENSE OF BEAUTY
• THE QUESTION KAROLINA ASKS: “DO MY PIECES HELP A COMPLEX WOMAN NAVIGATE COMPLEX
ENVIRONMENTS WITH STRENGTH AND FEMININE AWARENESS?”
• ALL VIEWED THROUGH KAROLINA’S FEMININE LENS, AND A RESTRAINED YET SUBSTANTIAL
DESIGN AESTHETIC
PRODUCT
6

8. PRODUCT – PRIMARY DESIGN TYPOLOGIES
7
RESORT 2015
FALL | WINTER 2014
FITTED ARCHITECTURALLY
SEAMED DRESS
TECHNO WRAP
JACKET
CORE
VALUABLE
STRUCTURED
JACKET
CORE
VALUABLE
FITTED ARCHITECTURALLY
SEAMED DRESS

9. K A R O L I N A Z M A R L A K IS ONE OF MANY EMERGING FASHION LABELS OVER THE LAST FIVE
YEARS
THE MARKET IS SATURATED WITH CONTEMPORARY WEAR IN THE JEANS, SPORTS AND TREND
CATEGORIES
THREE WAYS NEW DESIGNERS CAPTURE ATTENTION:
-EXTREME DESIGN DIRECTION: GARETH PUGH IN HIS SCULPTURAL GOTH
-TRENDY PUBLIC RELATIONS AWARENESS: RUFFIAN IN THEIR PARTY HOLDING AND ATTENDANCE
-FOCUSED CATEGORY OFFERING: CUSHNIE ET OCHES IN SEXY EVENING WEAR
DESIGNER PRICE POINT IS RARELY ACHIEVED BY EMERGING DESIGNERS, AND FOR THOSE THAT
HAVE PENETRATED THIS CATEGORY, THEY ARE PART OF A $25BILLION US MARKET(1) IN SALES OF
DESIGNER READY TO WEAR APPAREL
LUXURY SHOPPING THUS FAR REMAINS THE PURVIEW OF LUXURY RETAIL ESTABLISHMENTS, WITH
OVER 90% OF ALL LUXURY APPAREL SOLD IN STORES, WITH ONLY A SLOW ON LINE SALES PENETRATION
-THE INTEREST IN THE LUXURY SHOPPING EXPERIENCE BY SOPHISTICATED BUYERS MAINTAINS ITS
APPEAL
-NEVERTHELESS, THE MAJOR LUXURY RETAILERS, BARNEY’S, SAKS AND NEIMANS ARE INVESTING
HEAVILY IN ‘OMNI CHANNEL’ SALES PLATFORMS
OF THE 6O PREMIER DESIGNERS AVAILABLE AT NEIMAN MARCUS DIRECT (WITH KAROLINA
ZMARLAK), ONLY FIVE CAN BE CONSIDERED YOUNG OR EMERGING DESIGNERS
(1) Women’s Wear Daily
MARKET ANALYSIS
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10. DISTINCTIVE COMPETENCE
TECHNICAL EXPERTISE IN THE DESIGN AND DEVELOPMENT OF THE GARMENT
FEMININE UNDERSTANDING THROUGH YEARS OF INTERACTION WITH CUSTOMERS MANIFESTING
THE FEMALE FORM AND A SENSE OF BEAUTY
A KEEN FABRIC SENSE FOR MODERN YET CLASSIC FABRICS OF TRADITIONAL QUALITY, LEATHERS
AND EXOTICS, AS WELL TECHNOLOGICALLY ADVANCED MATERIALS
A COLOR AWARENESS THAT BLENDS HARMONIOUSLY AND SIMPLY EACH SEASON, WITH THE
FOUNDATIONS OF BLACK, MIDNIGHT BLUE, VARIATIONS OF GREY AND CREAM
A TRUNK SHOW STRENGTH IN INTRODUCING OUR MODERN COLLECTION VIA KAROLINA’S
STRONG COMMUNICATION SKILLS, OPENING SMALLER MARKETS WITH DIRECT AND ON GOING
CUSTOMER RELATIONSHIPS THAT TRANSLATE INTO SALES
STRONG PRODUCTION RELATIONSHIPS WITH ALL ASPECTS OF THE DESIGN TO
DEVELOPMENT PROCESS IN NEW YORK CITY’S GARMENT DISTRICT: SOURCING, SAMPLING AND
PRODUCTION
A DEEP RETAIL NETWORK RELATIONSHIP BASE WITH OUR KEY RETAILERS: SAKS JANDEL,
SAKS FIFTH AVENUE AND NEIMAN MARCUS
RETAIL NETWORKING ABILITY TO EXPAND WITH IN HOUSE STUDIO SALES
DIRECTOR EVIDENCED BY OUR PENETRATION IN PLACES LIKE MEMPHIS AND OKLAHOMA CITY WHERE
SOPHISTICATED WOMEN NOW RESIDE WITHIN THE SAME DESIGN INFORMATION WORLD THAT THOSE IN
MAJOR MARKETS DO
-CRESCALA HAVE A VERY GOOD CONNECTION WITH RENT THE RUNWAY AND SAKS FIFTH AVENUE
-IN HOUSE KAROLINA ZMARLAK STUDIO SALES DIRECTOR FOR LUXURY BOUTIQUE RETAILERS
9

11. EXISTING OPERATIONS
BUSINESS AND CREATIVE DEVELOPMENT:
KARLOLINA ZMARLAK AND JESSE KEYES DEVELOP AND MANAGE ALL ASPECTS
PRODUCTION:
RAMONA JONES OUR PRODUCTION MANAGER SUPPORTS KAROLINA IN FABRIC PURCHASING, MANAGING SAMPLE PRODUCTION,
AND WORKING WITH OUR VARIOUS FACTORIES IN THE GARMENT DISTRICT TO BRING DOWN COSTS AND MAINTAIN THE HIGHEST
LEVEL OF QUALITY CONTROLS
DESIGN:
KAROLINA EXECUTES DESIGNS FROM SKETCH TO FABRIC SELECTION, TO MUSLIN DEVELEOPMENT, TO SAMPLE PRODUCTION
WITH SUPPORT FROM TEAM
SALES:
-KAROLINA ZMARLAK HAS BEEN WITH THE CRESCALA SHOWROOM FOR TWO YEARS TO MANAGE LUXURY DEPARTMENT STORE
SALES AND RELATIONSHIPS
-JULIE BROWN, FORMERLY OF ‘THE ROW’, NOW SALES DIRECTOR FOR KAROLINA ZMARLAK BASED IN OUR STUDIO
PUBLIC RELATIONS:
JESSE AND KAROLINA WORK WITH DREW HUNTER OF ONE PR AND JACKIE VALLS FOR PRESS PREVIEWS, EDITORIAL COVERAGE
AND NEW COLLECTION PRESENTATIONS
STUDIO:
SECURED A STUDIO SPACE AT 130 W25TH TO ENHANCE DESIGN DEVELOPMENT
-PLAN TO INTRODUCE AND SELL TO PRIVATE CLIENTS OUR DEMI COUTURE COLLECTIONS
-PLAN TO MAINTAIN AND FURTHER DEVELOP OUR EDITORIAL RELATIONSHIPS THROUGH REGULAR STUDIO VISITS, WITH
UPDATES OF NEW COLLECTIONS AND INSPIRATION
BUSINESS MANAGER:
JOSH CHORAZY, JUNIOR PARTNER TO JESSE KEYES, MAINTAINS CONTROLS OVER BOOKKEEPING, ACCOUNTS MANAGEMENT,
BACK OFFICE PURCHASES, TRAVEL PLANNING, LOGISTICS, COMPANY FINANCES
MARKETING:
JOSH SUPPORTS JESSE IN HIS LEAD OF CAMPAIGNS, MANAGING SOCIAL MEDIA AND COLLATERAL DEVELOPMENT, MANAGING
IMAGE CONTROL AND COMMUNICATION
STYLIST:
KAREN SCHIJMAN WORKS WITH KAROLINA AND JESSE ON INSPIRATION, FABRIC SELECTION, PHOTOGRAPHIC STYLING,
ACCESSORY STYLING AND CELEBRITY AND EDITORIAL PULLS
10

12. THREE YEAR OPERATIONS PLAN
PRODUCTION:
HIRE TWO FULL TIME PRODUCTION MANAGERS TO HANDLE EFFICIENT FABRIC PURCHASING WITH COMPARATIVE PRICING,
MANAGE SAMPLE PRODUCTION WITH KAROLINA, AND EFFICIENTLY CHOOSE AND WORK WITH VARIOUS FACTORIES IN THE
GARMENT DISTRICT TO BRING DOWN COSTS, IMPROVE SPEED OF PRODUCTION AND MANAGE LARGE ORDER QUANTITIES
DESIGN:
HIRE ONE PART TIME DESIGN ASSISTANT TO SUPPORT KAROLINA IN EXECUTING DESIGNS FROM SKETCH TO FABRIC
SLECTION, TO MUSLIN DEVLEOPMENT, TO SAMPLE PRODUCTION
SALES:
-REMAIN WITH CRESCALA FOR LUXURY DEPARTMENT STORES AND DEVELOP JULIE BROWN IN HOUSE AS SALES DIRECTOR
-DIGITAL: DEVELOP NEIMAN MARCUS DIRECT PREMIER DESIGNER AND ‘COOLS’ CURATED DESIGN SALES PLATFORM
PUBLIC RELATIONS:
CONTINUE TO WORK CLOSELY WITH INDUSTRY RESPECTED PUBLIC RELATIONS FIRMS THAT WILL EXPOSE THE BRAND TO
EDITORS, TASTE MAKERS, CELEBRITIES AND RETAILERS, SUPPORTING SALES
STUDIO:
MAINTAIN OUR CREATIVE AND SALES STUDIO TO DEVELOP:
-THE DESIGNS BEHIND EACH COLLECTION
-INTRODUCE AND SELL COLLECTIONS TO PRIVATE CLIENTS
BUSINESS MANAGER:
HIRE ONE FULL TIME BUSINESS MANAGER TO SUPPORT JOSH IN CONTROLS OVER BOOKKEEPING, ACCOUNTS
MANAGEMENT, BACK OFFICE PURCHASES, TRAVEL PLANNING, LOGISTICS
MARKETING:
HIRE ONE PART TIME MARKETING EXPERT TO SUPPORT CAMPAIGNS, MANAGE SOCIAL MEDIA AND COLLATERAL
DEVELOPMENT, WORK WITH KAROLINA AND JESSE ON IMAGE CONTROL AND COMMUNICATION
INDUSTRY FREELANCERS:
PHOTOGRAPHERS, MODELS, STYLISTS, PUBLICISTS, EVENT COORDINATORS, DJ’S, BRAND AMBASSADORS, CORPORATE
MARKET DIRECTORS, PARTY PLANNERS, ET AL, WILL CONTINUALLY BE ENGAGED TO DEVELOP THE BRAND
11

13. RISKS AND HOW TO MITIGATE
SALES GROWTH STALLS BASED ON A POORLY RECEIVED SEASON COLLECTION
MAINTAIN AND CONTINUE TO DEVELOP A STRICT KAROLINA ZMARLAK DNA WITH VARIATION AND NEWNESS:
FIT, LOOK AND ATTENTION TO DETAIL THAT WILL GROW CUSTOMER BASE
LOSE OUR MAJOR RETAILERS
DEVELOP DEEP BUSINESS RELATIONSHIPS WITH ALL THE BUREAUCRATIC TENTACLES: BUYERS, FLOOR
MANAGERS, MERCHANDISERS, ACCOUNTS, INVENTORY, LOGISTICS AND SALES STAFF. KAROLINA ZMARLAK
WILL SUPPORT RETAILERS TO PROFIT FROM OUR PARTNERSHIPS
THE ‘SHORT CUTS’ DESCRIBED PREVIOUSLY NEVER MATERIALIZE
FOCUS ON THOSE WE’VE ACHIEVED:
-MIKA BRZEZINSKI OF MORNING JOE AND TONI COLLETTE ARE NEW BRAND AMBASSADORS
-SAKS FIFTH AVENUE AND NEIMAN MARCUS HAVE MADE MAJOR PURCHASES FOR A THIRD,
CONSOLIDATING SEASON
-BELVEDERE IS PRIMED TO SUPPORT ANOTHER KAROLINA ZMARLAK MARKETING INITIATIVE
-CHRISTENE BARBERICH, EDITOR IN CHIEF OF REFINERY 29, IS AN IMPORTANT INDUSTRY SUPPORTER,
WE WILL DEVELOP THIS RELATIONSHIP
THE LUXURY MARKET IN THE UNITED STATES EVAPORATES IN A MOVEMENT TOWARD FAST
FASHION AND DISCOUNT PRICING
-HONE IN ON THE NEW MANAGEMENT OF SAKS FIFTH AVENUE, PURCHASED BY PRIVATE EQUITY FIRM
HUDSON BAY, BUT NOW TO BE PRESIDED OVER BY MARIGAY MCKEE OF HARRODS: FIND A WAY TO DEVELOP A
KAROLINA ZMARLAK - MARIGAY MCKEE RELATIONSHIP
MAINTAIN THE UNIQUE AMERICAN MARKET STANCE THAT LUXURY PRODUCTS WILL ALWAYS
REMAIN IN DEMAND WITH A SUPERIOR PRODUCT SOLD IN IMPECCABLE PLACES PRESIDED OVER BY
INTELLIGENT AND SOPHISTICATED SALES STAFF
12

14. MARKETING
COLLECTION PRESENTATIONS:
PRESENTATIONS ARE ATTENDED BY TOP PRESS, INTERNATIONAL RETAILERS AND FASHION INDUSTRY
INFLUENCERS. PRODCUCED BY JESSE KEYES, EACH PRESENTATION IS AN ARCHITECTURAL AND
EXPERIENTIAL HAPPENING
LOOKBOOKS AND EDITORIAL CAMPAIGNS
EACH SEASON A COMPREHENSIVE VISUAL AESTHETIC IS DEVELOPED: INSPIRATION, DESIGN, STYLING,
PHOTOGRAPHY, EDITORIAL SHOOT. ALL DISTRIBUTED TO: RETAIL BUYING OFFICES AND FASHION PRESS
FASHION FILMS:
COLLIDES FASHION WITH THE ART OF FILM AS A MEANS TO EXPRESS THE FANTASY AND IMAGINATIVE
STRUCTURE BEHIND THE DESIGNS AND THE WEARER. THE COMPLEXITY OF THE CLOTHES ARE
EXPRESSED IN MOVEMENT, BODY AND FORM, WHILE THE SENTIMENT OF EACH COLLECTION IS
PORTRAYED. UNDERWRITTEN BY BELVEDERE VODKA AND LAUNCHED ON W MAGAZINE AND STYLE.COM
VIDEO SERIES
PRESS:
KAROLINA ZMARLAK FEATURED IN LEADING FASHION PUBLICATIONS INCLUDING:
WWD | W MAGAZINE | INTERVIEW | ELLE | THE NEW YORK TIMES | STYLE.COM
NEW YORK MAGAZINE | INSTYLE | MARIE CLAIRE | FLARE | NYLON | PAPER | SURFACE | REFINERY 29
EVENTS:
EXAMPLE: LAUNCH OF FALL WINTER 14 FASHION FILM “AIRHEART” AT THE 2ND FLOOR ATRIUM AT SAKS
FIFTH AVENUE COVERED BY INTERVIEW MAGAZINE
DIRECT MARKETING:
-CONSTANT CONTACT CAMPAIGNS
-PRIVATE CUSTOMER ON-GOING OUTREACH AND INTERACTION
-TWITTER
-WEBSITE UPDATES AND REDESIGNS
PLAN:
MAINTAIN, GROW AND FURTHER DEVELOP THESE INITIATIVES
13

15. MARKETING – RECENT PRESS EVENTS & AWARDS
14

16. MARKETING – RECENT PRESS: INDUSTRY COVERAGE AND CELEBRITY IN KAROLINA ZMARLAK
15
JULIANNA MARGUILES ON THE ‘GOOD WIFE’
TONI COLLETTE ON THE ‘LATE SHOW’
DEBRA MESSING ON THE
‘TONIGHT SHOW’

17. MARKETING – STYLE.COM GLOWING COLLECTION COVERAGE: INDUSTRY-WIDE RECOGNITION
16

18. “MY TARGET CUSTOMER HAS A HIGHLY FILTERED AND ELEVATED SENSE OF AESTHETIC QUALITY
AND DETAIL; SHE APPRECIATES THAT SIMPLICITY IS OFTEN THE MOST DIFFICULT VISUAL
CREATION TO ACHIEVE. SHE TRAVELS, SHE EXPLORES, ENGAGING IN CULTURE, HUMAN-MADE
ENDEAVORS THAT SHAPE THE FORCES OF NATURE TOWARD BEAUTY. SPECIFICALLY, AND FOR
EXAMPLE, SHE IS IRENE ROTH, A RUSSIAN CHEMIST WHO AFTER 20 YEARS WORKING IN
MINERAL EXTRACTION INVENTED A PROCESS TO CRYSTALIZE SALT FROM LIMESTONE. SHE
BUILT HER COMPANY FROM 2 PEOPLE, TO TRANSFORM AND DISTRIBUTE THE HIGHEST QUALITY
SALT THROUGHOUT EASTERN EUROPE, SOLD A LARGE PORTION OF HER COMPANY, AND NOW
LIVES IN WASHINGTON DC--SHE SHOPS AT SAKS JANDEL WHERE I MET HER TWO YEARS AGO AT
A STORE EVENT AND IMMEDIATELY RECOGNIZED WE WERE KINDRED SPIRITS--DEDICATING HER
LIFE TO THE VIRTUOSO BEAUTY OF CLASSICAL MUSIC. SHE CHAIRS THE MOST IMPORTANT
FUNDRAISING GROUP THAT SUPPORTS THE KENNEDY ARTS CENTER’S CLASSICAL MUSIC
PERFORMANCES. AT EACH OCCASION, RUNNING THE FOUNDATION, AND HOSTING THE
EVENTS, HER STYLE SHINES THROUGH BECAUSE OF THE PROPORTION, CONSTRUCTION AND
FORM FOUND IN OUR DESIGN AESTHETIC.”
TARGET CUSTOMER- A NARRATIVE
17

19. K A R O L I N A Z M A R L A K
TESTIMONIALS FROM SOME OF OUR IMPORTANT RELATIONSHIPS MAY BEST DESCRIBE HOW OUR COLLECTION SETS US APART:
CHRISTENE BARBERICH, EDITOR IN CHIEF REFINERY 29:
“SHE EPITOMIZES, IN A MOST COMPELLING AND UNDERSTATED WAY, WHAT I SEE AS AN IMPORTANT RECENT SHIFT IN DESIGN: A FRESH
APPROACH AND APPRECIATION FOR PARED DOWN LUXURY, WITH AN ATTENTION TO EXCEPTION SHAPE, FIT, AND FABRICS. WITH A MORE
MINIMALISTIC APPROACH, THERE IS DISGUISING WHAT IS SPECIAL AND UNIQUE HERE...IT IS PURE SKILL AND CONVICTION
UNENCUMBERED BY TREND AND EXTRANEOUS EMBELLISHMENT.”
LISA SALZER, DESIGNER AND HEAD LULU FROST:
“OVER THE YEARS, I’VE SEEN THAT KAROLINA HAS CHALLENGED HERSELF TO FIND VARIOUS FORMS OF EXPRESSION, FROM
PRESENTATIONS TO FASHION FILMS, FROM CORPORATE COLLABORATIONS TO EUROPEAN MILL VISITS, ULTIMATELY PROVIDING RICH
CONTEXT TO HER DESIGNS. SHE HAS REMAINED CONSISTENT, FOCUSED AND DEDICATED TO HER DESIGN BELIEFS. HER CLOTHING IS AN
EXPRESSION OF HER RELATIONSHIPS WITH LOCAL DEVELOPMENT AND MANUFACTURING IN THE GARMENT DISTRICT AND THE
TECHNICAL AND PRODUCTION EXPERTISE SHE’S DEVELOPED THERE.”
MATT TAYLOR, DESIGNER CATEGORY BUYER NEIMAN MARCUS DIRECT:
“I HAVE ENJOYED BUYING KAROLINA ZMARLAK’S DESIGNS FOR TWO SEASONS NOW WITH NEIMAN MARCUS DIRECT. SHE FOCUSES ON
SIMPLE AND STRUCTURAL FORMS THAT CREATE A BEAUTIFUL SILHOUETTE. HER CLOTHING REPRESENTS BOTH CLASSIC AND MODERN
STYLING. HER ATTENTION TO FINISHED DETAILS AND SEAMING CREATES A FLATTERING FIT THAT SPEAKS TO EVERY WOMAN’S DESIRE TO
FEEL BEAUTIFUL.”
STACY LAUREN SMITH- PRIVATE CLIENT SINCE SEASON ONE:
“CLEAN SLEEK LINES THAT ARE ALWAYS FRESH BUT ALWAYS TIMELESS AND THAT ALWAYS SHOWCASE THE BODY IN THE MOST
FLATTERING WAY, THAT IS TIMELESS. KAROLINA’S CLOTHES ARE LIKE JEWELS THAT YOU KEEP FOREVER. THEY HAVE NO AGE.”
VINCENT DOBAO- SAKS FIFTH AVENUE DESIGNER ATRIUM SALES:
“YOUR DESIGN AESTHETIC IS VERY, VERY CLEAR, "MODERN CLASSICS". YOU EXPRESS YOUR INDIVIDUAL POINT OF VIEW WITH YOUR
CHOICE OF FABRICS, YOUR CLEAN AND PRECISE LINES, HARMONY FROM THE JUXTAPOSITION OF YOUR SHAPES AND COLORS AND, LAST
BUT NOT THE LEAST, YOUR ATTENTION TO DETAILS ON A FINE FINISHED GARMENT.”
MARKIE PRICE- PUBLIC RELATIONS SENIOR EXECUTIVE WITH BRANDLINK, AND CLOSE FRIEND, RESPONSIBLE FOR OUR INITIAL PRESS:
“I HAVE WATCHED KAROLINA'S CAREER EVOLVE SINCE DAY ONE, AND HER COLLECTIONS HAVE ALWAYS REMAINED 100% TRUE TO HER
PERSONALITY AND VISION WITHOUT GIVING INTO TRENDS (AS MANY OTHER EMERGING DESIGNERS SO OFTEN DO!) SHE CONSISTENTLY
CREATES UNIQUE PIECES SEASON AFTER SEASON THAT ARE ELEGANT YET WITH EDGE, FORWARD YET CLASSIC, RELEVANT WITHOUT
BEING TRENDY, AND SEND A SUBTLE YET POWERFUL MESSAGE. SHE IS A ONE-OF-A-KIND DESIGNER AND A TRUE ARTIST.”
IRENE ROTH- CUSTOMER THROUGH SAKS JANDEL:
“YOUR LATEST COLLECTION IS JUST BEAUTIFUL, ELEGANT, "PURE", SOPHISTICATED AND ABSOLUTELY PRACTICAL. IT IS PERFECT FOR ME,
WHO TRAVELS A LOT AND HAVE TO LOOK GOOD BOTH DURING THE DAY AND EVENING, THOUGH TO PACK EVERYTHING JUST INTO CARRY-
ON LUGGAGE. I LOVE YOUR COMBINATION OF NEW FABRICS AND TECHNOLOGIES TOGETHER WITH CLASSIC ELEGANCE AND CHIC. THIS IS
WHAT WOMEN NEED! THIS IS WHAT MAKES YOU, YOUR APPROACH TO STYLE AND DESIGN DIFFERENT AND VERY MUCH NEEDED.”
KAROLINA ZMARLAK TESTIMONIALS
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20. THE FASHION RUNWAYS ARE BEING STALKED BY INVESTORS WANTING TO BUY MORE THAN THE LATEST LOOKS.
DEALMAKING IS HEATING UP IN THE INDUSTRY. AND WHILE DESIGNERS ARE VERY FAMILIAR WITH MANY OF THE WOULD-BE BUYERS
— INCLUDING BERNARD ARNAULT, FRANÇOIS-HENRI PINAULT AND JOHANN RUPERT — THERE’S ANOTHER GROUP OUT THERE
THAT’S EXTREMELY WELL-FUNDED AND CAN’T BE IGNORED. SO DESIGNERS NOT ONLY NEED TO KNOW THOSE
THREE LUXURYTITANS, BUT ALSO STEPHEN SCHWARZMAN, JOHN DANHAKL, DAVID DOMINIK AND LOTS, LOTS MORE.
• THE SUCCESSES OF NOT JUST THE MICHAEL KORS AND TORY BURCHES OF THE WORLD.
• “YOU’VE GOT TO FIGURE OUT ANOTHER WAY TO GET THAT BRAND CONNECTIVITY BECAUSE PEOPLE ALSO WANT TO HAVE THEIR
OWN STYLE,” SAID JOHN COYLE, HEAD OF THE NEW YORK OFFICE OF PERMIRA. “INDIVIDUALISM IS IMPORTANT AND THAT’S
TOUGH TO DO IF YOU’VE GOT A BIG LOGO STAMPED ON IT.”
• JASON WU LAST WEEK SOLD A CONTROLLING STAKE IN HIS FIRM TO INTERLUXE, A NEW INVESTMENT HOUSE CHAIRED BY
FACTOR GARY WASSNER AND BACKED BY LEE EQUITY. THIS BRINGS TOGETHER LEE’S MONEY AS WELL AS THE EXPERTISE OF
ALLEN QUESTROM, WHO WORKS WITH THE PRIVATE EQUITY FIRM, AND WASSNER’S INSIGHT AS A FINANCIER TO MANY NEW
YORK DESIGNERS.
• LUXURY IS A GOOD PLACE TO BE. PEOPLE WANT THE FINER THINGS IN LIFE. SOME [BRANDS] HAVE A LOT OF PERMISSION TO
EXPAND THE PRODUCTS THEY DESIGN. IT’S A BIG WORLD AND WE WANT TO PLAY WITH BRANDS THAT COULD BE DISTRIBUTED
GLOBALLY.
• EQUITY IS LOOKING FOR EXPERTISE AND INDIVIDUALITY, ATTRACTED TO PEOPLE WHO HAVE THEIR OWN NORTH STAR. THE
OPPORTUNITY IS WITH COMPANIES THAT ARE IN A GROWTH MODE OR ON THE VERGE OF A GROWTH MODE AND NEED CAPITAL.
• INVESTORS IN GENERAL HAVE BECOME MORE COMFORTABLE WITH THE VICISSITUDES OF THE INDUSTRY.
“THERE IS AN INCREASING APPETITE FOR FASHION RISK, IN PART BECAUSE SOME FOLKS HAVE EXPERIENCED SUCCESS IN THE
CATEGORY,” SAID ANDREW CRAWFORD, WHO HEADS GENERAL ATLANTIC’S RETAIL AND CONSUMER BUSINESS AS MANAGING
DIRECTOR. “THERE’S THE NATURAL CHURN OF A FEW NEW ENTRANTS AND A FEW OF THE ESTABLISHED PLAYERS NOT BEING AS
ACTIVE.”
INVESTMENT CLIMATE
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21. INVESTOR PARTICIPATION OBJECTIVE:
-FINANCIAL
-BOARD OVERSIGHT
-EVENTS AND MARKETING
-SALES DEVELOPMENT
INVESTOR PARTICIPATION
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22. K A R O L I N A Z M A R L A K
130 W25TH STREET, STE 5D
NEW YORK, NY 10001
KAROLINAZMARLAK.COM
JESSE KEYES
PRESIDENT
JESSE@KAROINAZMARLAK.COM
COMMUNICATIONS
INFO@KAROLINAZMARLAK.COM
212 243 0005
CONTACT
21