2. Career Goals
BRAND DIRECTOR
MARKETING COORDINATOR
SPECIAL EVENT COORDINATOR
COPYWRITER
ART DIRECTOR
“I never dreamed about
success, I worked for it.”
- Estee Lauder
3. Table of Contents
MERCHANDISE MANAGEMENT & DEVELOPMENT
Fashion Buying Creative Business Plan / Best Seller
Product Development Beauty Collection
INTEGRATED MARKETING COMMUNICATIONS
Electronic / Direct Marketing Marketing Campaign
Small Business Management Business Plan
CREATIVE FASHION PRESENTATION
Fashion Magazine Magazine Prototype
Fashion Styling Photo Shoot
5. Fashion Buying
Creative Business Plan
Developed a complete business
merchandising plan for a start-up
women’s boutique. Along with creating
the overall aesthetic and concept,
application of math and assortment
planning is heavily defined.
Skills:
Trend Forecasting
Market Research
Business Math
Critical Thinking
Amorette
6. Business Concept
Located in New York, specifically West
Village, amorette is not just a boutique,
it’s a way of life. We strive to be the
ultimate destination for feminine and
romantic fashion with an enchanting
modern twist. We offer specially curated,
affordable luxury items that are very
specific to the amorette customer.
Our customer is fun and quirky, and she is
a romantic who wears her heart on her
sleeve. She loves glitter and parties, and
will be the first to start dancing even if
there’s no music.
We are inspired by the femininity of women and
their romantic hearts. There is nothing more
beautiful than having it represented through
fashion with timeless collections that are always
effortless, sophisticated, and fun.
Amorette
7. Environment & Customer Profile
Feminine
Light
Romantic
Overall Trading Area:
West Village in Manhattan,
New York . Tourists
Demographic: Women .
Generation X (20-32) .
Upper Middle to High
Income . National &
International
Psychographic: Dressy .
Classic . Romantic . Chic
Modern . Independent
Socialite . Busy . Creative .
Individual . Outgoing .
Open-Minded . Fashion
Savvy . Attention Getter .
Moral . Ethical Cultural &
Artistic . Particular &
Communicative . Some
Mirroring
12. Trade Shows
Javits Center, New York City;
September 19-21
Las Vegas Convention Center,
Las Vegas; August 17-19
VIPARIS, Paris; September 4-7
Featured Vendors
13.
14. Front & Forward
We have selected the
following statements for our
opening period. The
statements are for windows,
website, interiors, displays,
and special events.
Month Statement Description
February Fruit Punch Bright Colors,
Fun, Energetic
March Moon Walk Metallics,
Glitter, Chic
April Pastel Life Pastels, Sweet,
Pops of Color
for Excitement
15. Fruit Punch Moon Walk Pastel Life
Grand
Opening
February
March
April
16. Analyzed items with potential to be bestsellers at
the introduction stage of the trend cycle. The item
with potential to do extremely well in the market was
a pearl necklace with tassels and drops from
Rosantica. It was analyzed in 2014 for
development into 2015/2016.
Skills:
Trend Forecasting
Market Research
Visual Analysis
Product Development
Fashion Buying
Best Seller
Tassels and Drops
17. Rosantica
Himalaya Gold-Dipped Pearl
Necklace: Lovingly handcrafted in
Milan by skilled artisans, Rosantica's
vintage-look necklace is made from rows
of gold-dipped brass chains and
freshwater pearls. The tassel charms are
detachable for versatile styling.
Visual Aesthetics
Line & Shape: Circular motions wrapping
around the neck, with vertical tassels lining
down the chest.
Visual Texture: Metallic and porcelain
beading and pearls; Structured gold chains.
Pattern: Chains and pearls are strategically
placed; Tassels may be organically placed
according to personal style.
Repetition: Colors, chains, and pearls are
repeated throughout the necklace.
Emphasis: Large tassels lining down the chest.
Balance: Necklace is symmetrically balanced.
18. Street Style & Timing Chart
Customer profile
Creative, Individualist, Appreciates Fashion Savvy.
Implementation for Product Development and or Buying
Showcase tassel/drop pearl trend on all products.
Buying & Product Development
Reorder in different styles and original; Look for additional items in the tassel/drop
pearl trend and develop new looks in the industry based on original item.
Service and Presentation
To accentuate the mirroring aspect of the customer.
Display Ideas
Display on jewelry forms and street style pictures.
Advertising
On-line and direct mailing to target customer.
Intro
Growth
Maturity
Decline
X
20. Etheria
Developed an organic cosmetic product line
from concept and design to production
(collaborating and contracting the work of an
artist), and then finally implementing marketing
and advertising strategies. Inspiration for
product and packaging was taken from haute
couture florist Azuma Makoto.
Skills:
Market Research
Product Development
Cost Analysis
Promotional Planning
Product Development
Beauty Collection
21. Azuma Makoto
Azuma Makoto is a Japanese artist who works with flowers and plants and
owns a haute couture flower shop called “JARDINS des FLEURS” in
Minami-Aoyama, Tokyo.
“ICED FLOWERS”
This exhibition is the inspiration for Etheria’s beauty collection.
“ICED FLOWERS” was created to observe the changing life of flowers
that are locked in ice.
These plants and flowers will show unique expressions not displayed in
everyday life because they’re in such a different environment.
We wear makeup to preserve our beauty, and just how the colors of the
flowers are enhanced by being preserved in ice, we are bringing a
limited edition makeup line mimicking these beautiful colors for every day
life.
Iced Flowers
22. Artist Licensing Agreement
Etheria and Azuma Makoto
have agreed on the following
terms:
• Complete rights on images
used throughout the
duration of the contract.
• 30% of expected sales will
be given to Azuma Makoto
up front ($365,700).
• The agreement will
contractually last for seven
months.
• All forms of advertising and
marketing will be up to the
discretion of the Etheria
company.
• Azuma Makoto must make
at least fifty guest
appearances on the
agreed upon days
throughout the seven
months.
23. Etheria
Step into the world of Etheria, where beauty
lives and you are the showstopper.
It is our goal to make you feel beautiful with
all of our makeup products, and our mission
to make ethical decisions on product
ingredients. Designed with you in mind, we
wanted to create a collection that was not
only organic, but. modern and fun.
Made in the United States, our makeup line
is cruelty-free and packaging is made of
recycled materials. Our promise to you is
that we will always produce quality products
that encourage self-expression and
individuality.
Mission Statement
Brand Identity
Logo: Etheria’s logo will be the name itself in a
script-type font, and be associated with a
whimsical drawing of a girl wearing a crown of
flowers.
Brand Identity: We want
Etheria to be seen as a luxury
makeup line with a great
selection of products, as well
as organic and cruelty-free.
Mantra: Beauty Was
Never This Thoughtful
24. Customer Profile
Geographics
• Overall Trading Area: United
States
Demographics
• Gender: Female
• Age: 20-35
• Income: Middle to High
• Household: Single, Married,
Married with Children
• Education: College Level & Up
• Ethnicity: Multicultural
Psychographics
• Taste Level: Dressy, Classic, Modern,
Bold
• Lifestyle: Busy Stylish Woman
• Personality: Creative, Individualist,
Appreciates Quality Makeup
• Social Attitudes & Values: Individualist,
Self-Confident
• Fashion Knowledge: Fashion Savvy
• Aesthetics Merchandise: Unique,
Detailed, Different, Glamorized
• Aesthetics Environment: Personal,
Unique, Creative, Fun
CompetitionVisual Profile
25. Product Contents
• Made in the USA
• Regulated By The FDA
• Cruelty Free
• Products contain organic elements
that are natural and good for the
skin such as antioxidants and vitamins
Product Overview
26. Style Number MNL124-127 OPO177-178 YTL900
Materials Plastic, Product Plastic, Product Plastic, Product
Landed Cost $5.50 $7.00 $6.00
Markup 50% 50% 50%
Retail $22.00 $28.00 $24.00
Wholesale $11.00 $14.00 $12.00
Season Spring 2015 Spring 2015 Spring 2015
Color Bright Pink, Muted
Gray, Deep
Burgundy, Dark
Brown
Warm Pink, Light
Pink
Pink, black,
beige, cocoa
Size Small Small Small
Category Lip Gloss Blush Eye Shadow
Units 7,000 5,000 5,000
Region United States United States United States
Total Buy $154,000.00 $140,000.00 $120,000.00
Style Number INK988
Materials Vinyl
Landed Cost $11.25
Markup 50%
Retail $45.00
Wholesale $22.50
Season Spring 2015
Color Pink
Size Large/ 9 x 12
Category Accessories
Units 4,000
Region United States
Total Buy $180,000.00
SGU145 QRT547
Plastic, Product Plastic, Synthetic
Bristles
$3.75 $10.00
50% 50%
$15.00 $40.00
$7.50 $20.00
Spring 2015 Spring 2015
Gunmetal Black Black, Multicolor
Small Small
Liner Brushes
9,000 7,000
United States United States
$135,000.00 $280,000.00
RCX777 YUB539
Synthetic Lashes Metal, Mirror
$5.00 $5.50
50% 50%
$20.00 $22.00
$10.00 $11.00
Spring 2015 Spring 2015
Black Silver
Small Small
Accessories Accessories
5,000 5,000
United States United States
$100,000.00 $110,000.00
Product Sheet
Total Investment
Dollars
$1,219,000
27. Promotional Strategies
Etheria
Etheria
Time Frame (7 Months)
PHASE I / BUZZ CAMPAIGN
START: JANUARY 2015
- Launch of Website, App, and Social Media Pages
- Advertisement in Magazines and Billboards
- Release of Commercials
- Television Appearances
PHASE II / LAUNCH
RELEASE: MARCH 2015
- Product event at Etheria Store
- Appearance with Azuma Makoto
- Building Brand Awareness and Networking
PHASE III / INTERACTIVE MARKETING
MARCH 2015 – JULY 2015
- Appearances at Department Stores
- Fashion Show with Makeup
- Host More Events at Etheria Store
PHASE IV / PROMOTIONAL EVENTS
MARCH 2015 – JULY 2015
- More Appearances with Azuma Makoto
- Release more Ad Campaigns
- Social Media Contests
29. Created a direct marketing campaign for Lush
by developing innovative concepts that will not
only target their current audience, but entice
new consumers. Product placement, social media,
and new advertising strategies were
implemented.
Skills:
Market Research
Creativity
Strategic Planning
Aesthetics
Electronic Direct Marketing
Marketing Campaign
30. Interactive Marketing
Phases (7 Months)
Phase 1: Social
Media/Advertising
Campaign Start
January-February 2016
Phase 2: LUSH Meets
Stella McCartney
March-May 2016
Phase 3:
#WhatsInYourBag Trend
June 2016
Phase 4: SUCH A LUSH
Spa Event
July 2016
31. Customer Profile
Demographics
• Women
• 18+ Years of Age
• Middle to High Income
• Single; Married; Married with
Children
• Multicultural
Psychographics
• Personality: Passionate;
Outgoing; Caring; Involved;
Responsible; Not Compulsive
• Personal Values: Moral and
Ethical; Activists for Nature,
Animals, and Humans
• Lifestyle: Vegan, Vegetarian;
Promoter of Ethical Products;
Achievers; Strivers; Survivors
• Interests: Environment; Self-
Pampering; Community
Behavioristic
• Benefits: A quality, non-chemical,
ethical product that is not tested on
animals
• Buyer Readiness: At the Ready;
Need to Learn about Product Prior
to Purchase
• Degree of Loyalty to a
Brand/Product: High
• User Status: Regular users, with a
growing emphasis for new users
Geographic
• Major Metropolitan Markets
• North America, South America,
Europe, Asia
CompetitionVisual Profile
32. Phase 1
Social Media/Advertising Campaign Start
Where It Pays
To Love Animals
We know you have a big heart.
It’s time we reward you.
33. In Partnership with Canopy
Phase 2
LUSH Meets Stella McCartney
Both LUSH and Stella McCartney
will combine forces to create a
limited edition tote bag and
bracelet that will benefit a great
cause. 10% of the proceeds will
go to Canopy, a non-profit
organization dedicated to
protecting the world’s forests,
species and climate. Customers
who purchase the bag will get a
15% discount on their entire
purchase, and will be available
on all LUSH and Stella
McCartney stores (limited 1 per
transaction).
Customers who wear the bracelet
on specific days designated by
LUSH and Stella McCartney, will
receive a special gift.
BACK
34. Phase 3
#WhatsInYourBag Trend
A contest will be held where
the trending hash tag
“#WhatsInYourBag” will allow
customers to send us pictures
on what LUSH products they’re
carrying in their new limited
edition tote. The winner will go
to a private party hosted by
Stella McCartney in the LUSH
store located in Union
Square..
Meanwhile, customers can
host their own private parties
where they will:
• Have a 2-hour private
shopping experience
along with a LUSH seminar
• Learn how to make a Bath
Bomb
• Try out a Fresh face mask
• Play fun games, and more!
35. Phase 4
SUCH A LUSH Spa Event
For a week, as a part of LUSH’s new marketing campaign,
prices for the LUSH Spa’s located in New York and
Philadelphia will be cut in half. This will definitely attract
current and new customers to quickly book an
appointment. Customers will have to buy at least one LUSH
product for the promotion, but the lower prices will entice
them to buy more at the end of the treatment.
Sample of New Prices:
• Hard Days Night 75 mins for $175 $87.50
• Synaesthesia 80 mins for $230 $115
• The Comforter? 60 mins for $170 $85
• The Spell 60 mins for $120 $60
• The Sound Bath 60 mins for $140 $70
Try A LUSH Facial Today
Exclusively at our LUSH SPA
36. Developed a business plan meant to operate
a small business, from understanding the target
market, creating spreadsheets and tracking
expenses, to launching an event.
Skills:
Market Research
Business Math
Creativity
Strategic Planning
Small Business Management
Business Plan
37. Business Concept
The Grand Finale is a jewelry, shoes, and
accessories store that is fresh and modern
with classical elements. The environment will
be minimalistic, primary colors being white
and black, but with pops of color to bring
in the energy.
Location: Seattle, Washington (Washington
Athletic Club)
Mission Statement
To bring high quality jewelry, accessory,
and footwear items that are modern and
elegant, as well as feminine with an edge.
Our goal is to be the ultimate destination
for accessories, and be the flawless
finishing touch women need to complete
their outfits.
Limited Liability Company
The Grand Finale is a Limited Liability
Company. It is a business structure that
combines the pass-through taxation of a
partnership or sole proprietorship with the
limited liability of a corporation.
42. Marketing Concept
(1 Year Overview)
Phase 1: Launch Event / Social Media
• February-April 2016:
– Create a strong social media presence with
Facebook, Instagram, Twitter, YouTube, etc.
– Opening event for store
– Loyalty Program
– Valentines Day Event
Phase 2: E.A. (Essential Accessories)
• May-July 2016:
– Launch E.A. campaign
– Host private parties
– Launch blog with guest writers
– Mother’s Day Event
Phase 3: Promotional Events
• August-October 2016:
– Trunk Shows
– Vouchers
– Contests
– Advertising
– Back to school sale
Phase 4: Holiday
• November-January 2017:
– Holiday Sale
– More social media
On-Going
• If you are registered on our mailing list, you will
receive an e-mail on your birthday for $10 off
your next purchase.
• Store specials to bring in traffic
45. Out of the $1 million dollars I have been given to start my business, the following are calculations of
estimated expenses.
Yearly
An estimated $502,995.81 was spent for the first year, but only includes the cost of one seasons
merchandise. Including the cost of future merchandise purchases will raise the estimate to
$562,995.81. From the million, I have $437,004.19 left over which will be used for my salary,
emergency, advertising, and merchandising purposes.
Monthly
An estimated $9,427.69 will be spent based on on-going costs, and this is based on already
having the store established with furnishings and merchandise.
Daily
Employees are paid $8-9 hourly, depending on their position. So if an employee works for 6 hours
and they are getting paid $9 an hour, then they will earn $54 for the day.
Overview of Expenses
Monthly Estimated Sales
The Grand Finale store has a daily goal of $1,500. If it is not met, the remainder is
carried over to the next day.
Goals will also adapt to the current season.
$30,000
$20,000
$35,000
$30,000
$45,000
$40,000
$30,000
$30,000
$35,000
$40,000
$45,000
$25,000
ESTIMATED SALES
Estimated Sales
47. Fashion Magazine
Magazine Prototype
Created a conceptual magazine
targeting college girls who are fashion
forward, but are on a tight budget.
Designed an attention grabbing cover
and selected reading and visual material
that is relevant to young women today.
Skills:
Technical Writing
Aesthetics
Trend Forecasting
Creativity
PRIMAVERAmagazine
48. Hello there! My name is Michele Muñiz, a.k.a. the editor-in-chief,
and I am thrilled to welcome you to the premier issue of
Primavera! What you have in your hands right now will help you
develop a great relationship between you and fashion for your
college years. I started Primavera for the sole purpose of
encouraging you to make the best of your college experience
by expressing yourself without fear. But what makes us different
from any other fashion magazine, you may ask? Primavera is
budget conscious. Being a student with a budget is very
common, and sometimes it’s easier to wear old sweat pants and
a t-shirt to class. I want to break that chain of bad fashion habits
and show you it can be easy to be stylish in an affordable outfit
just the same. In this issue, you will find all the latest trends for the
season at affordable prices. The team at Primavera is one worth
mentioning. Our photographers have taken amazing editorial
pictures to help inspire you on your fashion journey. Our editors
have worked tirelessly to produce top-quality articles that will
make you think and educate you as young woman during our
ever changing times. I hope you find yourself in these pages,
and I would love to hear your thoughts and suggestions!
XO,
Michele
A New Take on College Life!
Meet Primavera!
49. PRIMAVERA
EMMA WATSON
She’s only going up from here!
magazine
December 2013
STYLE FOR
LESS
BOLD MOVES
A crash course for
fierce eye makeup
Having a
budget has
never been
so chic!
$4.99 US $5.99 CAN
51. From Top Left Clockwise:
Beauty Trends; Accessory
Trends; Fashion Tips;
Celebrity Style Watch
52. Of Monsters &
Men
Styled and produced an original photo
shoot inspired by gothic characters of
literature. Venue, model, and clothing were
carefully selected as if meant to be a
magazine editorial.
Skills:
Aesthetics
Creativity
Visual Perception
Time Management
Fashion Styling
Styling Photo Shoot
56. Disclaimer
Trademark/brand/company logos (where utilized)
are being used for the execution and completion of
school assignments only and do not represent work
completed for the respective company as an actual
client. It is neither the intention of the school nor the
student to misrepresent such a relationship.
Contributors:
www.wgsn.com
www.farfetch.com
www.lush.com
www.enkshows.com
www.magiconline.com
www.whosnext.com
www.katespade.com
www.rosantica.com
www.azumamakoto.com
57. Michele Nicole Muñiz
Education
Ai Miami International University of Art & Design, Miami, FL September 2015
Bachelor of Arts Degree in Fashion Merchandising
Dean’s List
President’s List
Professional Experience
Sergio Zelcer, Miami, FL July 2015- Present
Internship
Design exciting social media campaigns to build brand awareness and promote
existing relationships with clients
Participate in trade shows and other events for the purposes of watching a
wholesaling company in action and develop more clientele
Take on the secretarial task of writing messages, answering phones, and sending
e-mails
Select color samples and give opinion on what shoes should be made available the
next season
The Sport’s Authority, Homestead, FL October 2014- Present
Sales Associate
Merchandise men's and women's apparel, as well as all other recreational apparel
Assist customers with any questions regarding apparel and beyond
Uphold image of company, initiate social interaction with customers
Maintain high standards for visual presentation
Activities
Ai Miami International University of Art & Design, Miami, FL January 2014- September 2015
Peer Mentor
Register incoming students as well as established students for classes
Facilitate an easy transition for new students
Assist the dean of academics with school activities while promoting the program as
well as call students for academic updates
Fashion Show Assistant
Brothers and Sisters Benefit, Key Biscayne, FL April 2014
Make-A-Wish Benefit, Downtown Miami, FL November 2013
Cotton 24 Hr. Fashion Show Miami Beach, FL March 2013
Skills Summary
Creative Presentation
Visual Presentation
Fashion Show Production
Marketing & Communications
English and Creative Writing
Communications and Public Speaking
Advertising for Fashion
Merchandise Management & Development
Sales Promotion and Product Development
Computer Proficiency
MS Office - Excel, Word, Power Point
Photoshop
Languages
Bilingual - English and Spanish
