S.I.C.K Merchandise is launching a menswear line called "The Regency Edge" targeting urban professional men ages 20-27. The line takes inspiration from 1800s fashion silhouettes and materials but with a modern edge. It will include 5 garments - cropped denim pants, a toggle coat, a henley shirt, a leather vest, and a linen shirt - made from natural fibers in classic colors. The pieces are designed to be mixed and matched for work or evenings out. Pricing will be in line with comparable brands like Saks Fifth Avenue.

1. The Regency
EdgeS.I.C.K MERCHANDISE
Stephanie Sailes
Idrys Ferguson
Chelsea Spraggins
Katelyn Patrick

2. Old styles with a new edge . . .

3. S.I.C.K Merchandise

4.  Demographics
 Males between the ages of 20 – 27
 College educated in fine arts (art, writing, music, etc.) or political science
 Employed where they are free to express themselves through dress
 Freelance writer
 Journalist / photographer
 Political or fashion magazine writer/editor
 Annual income between $60,000 – 70,000
 Urban dwellers
 Prefer to stay in large, bustling cities where their work is more appreciated.
 In places where their style is more accepted and they can easily find pieces to
supplement it.
TARGET MARKET

5.  Psychographics
 Middle class to Upper class
 Live below their means in small, minimalistic spaces
 Bachelors (usually)
 Quiet, reflecting, opinionated, tactful when he chooses to share his thoughts.
 Self assured with a slightly rebellious aura. Individualistic, he does not wish to think, live, or
appear as everyone else.
 Refined and classy with a deep sense of justice and morality.
 Conservative in nature. He believes the only way to get ahead in life is to work hard and do
it by yourself. Government should stay out of people’s lives.
 Is one of two extremes when it comes to politics and government
 He doesn’t care, pays attention only as much as he must, and makes silent opinions if he has one and
moves on with life
 He is actively involved in politics, has strong opinions, and tries to promote his ideas
TARGET MARKET

6.  Psychographics (Con.)
 Hobbies
 Reading
 Classics (Wuthering Heights, Jane Eyre, A Tale of Two Cities, etc.)
 Newsprint / magazines
 Photography
 Walking in the park (usually in the evening or night time, under the stars)
 Drawing
 Admiring art
 Studying new materials
 When shopping he knows what he is looking for and obtains it quickly
 He loves deep colors, simple silhouettes and rugged, interesting details.
 He enjoys fashions that appear as modern interpretations of old world fashions
TARGET MARKET

7.  SICK menswear is offering a line of
clothing for the independent, confident,
young urban man to wear in his everyday
life. The clothing is both casual and
individualistic in nature. He wants
clothing that can take him from work to
prowling the nightlife hotspots without
missing a beat.
 Fabrics and colors communicate the
complex nature of the man himself:
rough and tumble leathers, easy going
linens and soft cotton knits combined
with dark moody colors.
 The designs of our line (The
Regency Edge) are modern
interpretation of 1800s
fashions. Our materials were
woven or knit using mostly
natural fibers and display
colors that were more readily
available during the Regency
Era. Silhouettes are a
combination of form fitting
and loose styles of the present
with details that whisper of
the past.
LINE DIRECTION

8. POSITIONING MAP
Price comparison (Saks):
Jacket Average Cost : $560.00
Pant Average Cost : $237.00
Shirt Average Cost : $220.00
Average equal the sum of the cost of 6 randomly selected jackets divided by 6 rounded to the
nearest $

9. 5 ITEMS

10. Verbal Description: Comfortable, structured twill weave pant with zipper details and
ankle cuffs. Carrot style pants that hints at the pantaloons of the early 1800s in
modern camel and dark wash denims. Cropped to fit 3 inches above the ankle.
GARMENT 1: CARROT STYLE CROPPED PANT
Care Instructions: Machine Wash Warm - Normal Cycle - Tumble Dry Medium
Non-Chlorine Bleach Only - Medium Iron If Needed
Fiber Content: 95% Cotton 2% Rayon
Suggested Retail Price: $199.00 (round; wholesale price x 200%)
SIZE RANGE 29-30 31-32 33-34 35-36 38-39
Size Information
COLOR RANGE CAMEL DARK WASH
Color Information

11. Verbal Description: Comfortable warm coat with black, twill weave outer shell. Panel
detailing, hidden buttons, and toggle closures complete the look. Body interior is
lined with soft Sherpa and sleeves with luxurious satin weave fabric. Certain to catch
attention where ever you choose to wear it.
GARMENT 2: HIDDEN BUTTON, TOGGLE CLOSURE COAT
Care Instructions: Hand Wash Cool - Lay Flat to Dry
Do NOT bleach - Medium Iron If Needed (Exterior only)
Fiber Content: Black shell . . . . . . . . 95% Cotton 5% Spandex
Camel Detail . . . . . . 98% Cotton 2% Spandex
Sherpa . . . . . . . . . . . 75% Polyester 25% Acrylic
Lining . . . . . . . . . . . 100% Rayon
Suggested Retail Price: $295.00 (round; wholesale price x 200%)
SIZE RANGE XS S M L XL
Size Information
COLOR RANGE BLACK & CAMEL
Color Information

12. Verbal Description: Loose fitting jersey knit Henley style shirt with French buttoned
cuffs. Henley style with four vertical buttons along with a version of the cuffed sleeve
is the new style in men’s wear. The jersey knit fabric allows for stretch and free flow
of movement. The French cuff adds a uniqueness and sense of style without being a
formal piece.
GARMENT 3: JERSEY KNIT HENLEY SHIRT
Care Instructions: Machine Wash Warm - Normal Cycle - Tumble Dry Medium
Non-Chlorine Bleach Only - Medium Iron If Needed
Fiber Content: 95% Cotton 5% Rayon
Suggested Retail Price: $164.00 (round; wholesale price x 200%)
SIZE RANGE XS S M L XL
Size Information
COLOR RANGE DEEP RED SLATE GREY DARK NAVY
Color Information

13. Verbal Description: Sharp looking vest in comfortable and stylish imitation leather. It
is sleek and fitted to the body, showing off the good taste of the wearer. Lining is
high quality Bemburg rayon that will not catch or snag on your shirt.
GARMENT 4: IMITATION LEATHER, NOTCHED COLLAR VEST
Care Instructions: Hand Wash Only – Line Dry
Do Not Bleach Only – Do Not Iron
Mild detergent can be used to spot clean lining
Fiber Content: Main Fabric 100% Polyester
Lining 100% Bemberg Rayon
Suggested Retail Price: $143.00 (round; wholesale price x 200%)
SIZE RANGE XS S M L XL
Size Information
COLOR RANGE BLACK SADDLE BROWN
Color Information

14.  Verbal Description: Loose fitting woven shirt. This garment is versatile and can be
worn as a casual look or formal. Because the shirt is 100% linen it is breathable,
and the more it is washed it becomes more absorbent. With the three neutral color
options available, again the garment has versatility and can be worn with a variety
of different bottoms.
GARMENT 4: LINEN WOVEN SHIRT
Care Instructions: Machine Wash Cold - Normal Cycle - Tumble Dry Low
Low Iron If Needed
Fiber Content: 100% Linen
Suggested Retail Price: $ 188.00 (round; wholesale price x 200%)
SIZE RANGE XS S M L XL
Size Information
COLOR RANGE WHITE DARK NAVY BLACK
Color Information