Student Portfolio

1. ZEBULUN WEYANT
DESIGN MANAGEMENT
PORTFOLIO

3. Trend
Forcasting:
Levi’s
Made &
Crafted

4. CONTENTS
1 BRAND OVERVIEW
2 TREND FORECAST
3 TARGET DEMOGRAPHIC
4 OPEN STOCK CONCEPT
5 OPEN STOCK FABRIC
To develop a future forecast concept for
Levi’s that is clearly defined and impacts
their target market.
SUMMARY
4

5. BRAND
OVERVIEW
Levi’s and their famed jeans are known
and worn all over the world . Their denim
has been around since the late 19th
century; so long that when your think of
jeans you think of Levi’s. Made & Crafted
is Levi’s special collection designed on
themes and concepts. To invigorate their
current customer and attract a new one,
the Fall/Winter collection takes hints
from 1936 Dust Bowl when clothing had
to be repaired and was passed down for
generations to wear and to work.
TREND
FORECAST
The Levis customer is in search of a
product that is built to age well, fades in
unique and interesting ways, and worth
repair. The fabric choices offered were
specifically chosen for those reasons. The
silhouettes are tailored shirt jackets and
denim jeans in tapered or straight leg,
similar to original fit of the early Levis 501.
Capitalizing on the popularity of the Levi’s
vintage line, and work-wear in everyday
fashion, Levi’s is offering their customer
a product that tells a story and has a
history. Fall/Winter ‘19 captures the spirit
and heritage of American-made products
that are made tough, even over-built.
5

6. CUSTOMER
TARGET
DEMOGRAPHIC
Lives in Seattle, Washington
38 y/o
Single
Makes $75,000/yr.
Works at a Creative Firm
Attends live music
Collects vintage furniture
Active on social media
Shops local when possible
TRAITS
Independent
Social
Multi-tasker
DIY
Creative
Industry Aware
Determined
Stylish
· 32 y/o
· Single
· Makes $50,000/yr.
· Works at local Architectural Design Firm
· Music lover; actively attends live music
· Collects vintage furnture
· Active on Instagram
· Shops at Lizard Lounge, Self Edge, Orn Hansen
Traits:
· Independent
· Social
· Multi-tasker
· DIY
· Creative
· Attends industry events
· Hands on
· Determined
· Stylish
OPEN STOCK
CONCEPT
Products being offered
exclusively over a three month
period, from October-December.
Customer’s have the ability to
customize their garment based
on limited run, dead stock fabrics.
Fall/Winter ‘19 garments are hand
made to order, with the purpose
of longevity, sustainability, and
closing the gap on excess waste.
6
MADE IN U.S.A.
LEVI
S
MADE & CRA
FTED
SA
N
FRANCISCO CAL.
1873
MADE IN U.S.A.
LEVI
S
MADE & CRA
FTED
SA
N
FRANCISCO CAL.
1873
Upcycled Levi’s shopping bags used for
hang tag and care instructions.
MADE IN U.S.A.
LEVI
S
MADE & CRA
FTED
SA
N
FRANCISCO CAL.
1873
MADE IN U.S.A.
LEVI
S
MADE & CRA
FTED
SA
N
FRANCISCO CAL.
1873

7. Pacific Blue Mills
Striped Indigo
100% Cotton
4.6 oz
SHIRTING
Pacific Blue Mills
Salvage Chambray
100% Cotton
6 oz
Pacific Blue Mills
Indigo Warp w/Brown Weft
98% Cotton / 2% Spandex
9.5 oz
USA Cone
100% Cotton
13 oz
Selvedge Denim
100% Indigo Cotton
13.5 oz
Bull Denim
100% Cotton
12 oz
Pacific Blue Mills
100% Indigo Cotton
4.5 oz
Semi-Selvedge
Violet/Wht Stripe
100% Cotton
7 oz
BOTTOMS
OUTERWEAR
LINER/
POCKETBAGS
OPEN STOCK
FABRICS
Here you will find the current
selection of available denim for
your choosing.
Simply select your jacket liner,
shirting, pants and fabric.
Customers can choose between
two fits of denim pants and
liners, customized fabric choices
and trims.
These options extend throughout
the line with fabric choices for
jacket liners and shirts.
7

8. The
Maker’s
Collective

9. 9
Learn
Teach
Make
Makers
THE
COLLECTIVE
CONTENTS
1 ANALYSIS
2 MARKET SIZE
3 PLAN
4 OUR MAKERS
5 MARKET VALIDATION
6 MODEL
7 USERS
8 WEB
ANALYSIS
CHALLENGE
Develop a theoretical
business concept; build
a brand road map to a
community of people
interested in helping
each other learn.
RESULT
A fun and exciting
alternative to traditional
schools and courses. The
Makers Collective gives
consumers a distinct
experience compared to
their competitors. With a
growing community the
business will continue to
benefit from a larger pool
of reliable talent while
simultaneously expanding.
OPPORTUNITY
To combat the alienating
experience that is online
learning, The Makers
Collective seeks to connect
people in the Portland
metropolitan area to share
skills, learn, and educate.

10. 1 0
PLAN
830K
SERVICABLE MARKET
2.4 MIL
PORTLAND METRO
POPULATION
Makers Collective seeks to create an opportunity for individuals to teach, and learn skills that people
actually want. Makers Collective focuses on user growth.
With over a thousand skills offered by our users, the Makers Collective platform ranges from serious
to eccentric. A wide range of user lessons is how Makers Collective projects their growth. Users can
list skills to teach whether they’re business focused, creative projects, or tech skills.
MARKET SIZE
The projected market in
Portland’s metropolitan
area is 2.4 million users.
The Maker’s Collective
projects a serviceable
market of 830k users 3.5%
of the market share.

11. Affordable
Expensive
Online
In Person
1 1
BRAND
OVERVIEW
Forged by your own hands is
our manifesto. We construct
and build tangible objects; we
discover new technology and
improve on the existing.
It’s a convergence of garage
culture and DIY passion pushed
to the forefront of education
and networking. Our makers
have a passion to learn, and
share that knowledge.
TREND
FORECAST
OUR
MAKERS
MARKET
VALIDATION
Simbi has 330k users.
Skillshare has 9million users.
Lynda.com has over 10million users.
Craigslist offers over 800 private lessons.
ADX has over 100 members.

12. Users list their skill-based offering on
Makers Collective, and are assigned
a value through credits. Credits are
gained by teaching their offered skill or
is available for purchase.
The earned credits system creates the
oppertunity for free users to share their
skills by teaching and take advantage
of other’s skills without ever spending
money. Premium users have the ability
to charge for the lessons they teach.
Simultaneously offering basic users an
option to buy credits if they don’t want
to put up a skill to teach.
24%
BASIC USER
Those seeking to learn but
do not wish to teach can
purchase lesson credits.
1 credits = $10
3 credits =$25
5 credits =$35
35%
PREMIUM USER
As a premium user you have
the ability to charge for the
lessons you teach.
Makers Collective charge the
premium user $10 a month
and takes 5% of what the
teacher charges for a lesson.
41%
FREE USER
The free user can teach
lessons to earn credits to
spend on a lesson.
1 hour of teaching = 1 credit
1 lesson costs 1-5 credits
BASIC USER
PREMIUM USER
FREE USER
Makers Collective
charges Premium
users $10 monthly
and takes a 5% cut
from lessons.
1 hour of teaching
= 1 credits
1 lesson cost
= 1-5 credits.
BASIC
FREE
PREMIUM
1 credits = $10
3 credits = $25
5 credits = $35
Those seeking to learn but
do not wish to teach can
purchase lesson credits.
As a premium user you have
the ability to charge for the
lessons you teach.
The free user can teach
lessons to earn credits to
spend on a lesson.
1 2
BRAND
OVERVIEW
MODEL
BRAND
OVERVIEW
USERS

13. HOME ABOUT LEARN TEACH JOIN
SEARCH
HOME IMPROVEMENT TECHNICAL SKILLS CREATIVE
ACADEMICS ARTISAN AGRICULTURE
Makers
THE
COLLECTIVE
HOME ABOUT LEARN TEACH JOIN
SEARCH
KELLY
Makers
THE
COLLECTIVE
Professional Illustrator
9.1/10
Premium Teacher
73hrs
CHARLIE
Industrial Designer
9.7/10
Premium Teacher
132hrs
RACHEL
Baker
8.9/10
Premium Teacher
162hrs
HOME ABOUT LEARN TEACH JOIN
SEARCH
KELLY
MakersMakers
THE
COLLECTIVE
Professional Illustrator
9.1/109.1/10
Premium Teacher
73hrs
CHARLIE
Industrial Designer
9.7/109.7/10
Premium Teacher
132hrs
RACHEL
Baker
8.9/108.9/10
Premium Teacher
162hrs
1 3

14. The
Whole
Bowl

15. 1 5
CONTENTS
1 BRAND STORY
2 TARGET MARKET
3 BUSINESS CHALLANGE
4 AD ACTIVATION
BRAND
STORY
Started by Tali Ovadiain in 2001 as a
simple rolling food cart in Portland,
Oregon. Seven locations later, she has
continued to serve the same simple
dish. Brown rice, red and black beans,
salsa, fresh sliced avocado, black
olives, sour cream, cheddar cheese,
cilantro, and Tali sauce (a secret sauce
of her own invention).

16. 1 6
TARGET
MARKET
Active in their community, this target
audience takes part in the abundance
of restaurants and bars that Portland
has to offer. Discerning, busy, and
spontaneous, these consumers care
about what they eat and where they
spend their money.
TOURISTS
YOUNG PROFESSIONALS
BUSY PARENTS
LOCALS
Meeting friends for lunch os a regular
occurrence. They care about their
neighborhoods and the businesses
located in them. Although their customers
are adventurous Whole Bowl is a staple
item and they enjoy its simplicity.
Visiting Portland, specifically for the
food scene is only gaining popularity.
While many local businesses have gained
success purely through publicity, others
rely on word of mouth. Tourists want to
experience ‘foodie’ culture in Portland
for every meal. Being the recommended
destination for a quick healthy meal will
help to grow The Whole Bowl’s market.
Working parents are often rushed to feed
their children on the go. They care about
the food their children are eating, and
are always looking for a healthy creative
option. In fact, lots of moms claim their
kids won’t eat rice and beans unless it’s
from the Whole Bowl.

17. rice beans
salsa
cheddar
black
olive
avocado
sour
cream
cilantro
tali
sauce
It’s like
eating a hug.rice bean
T
H
E WHOLE BOW
L
rice beans
salsa
cheddar
black
olive
avocado
ur
eam
cilantro
tali
sauce
It’s like
eating a hug.
rice beans
salsa
cheddar
black
olive
avocado
sour
cream
cilantro
tali
sauce
It’s like
eating a hug.
T
H
E
BOW
L
1 7
Although there are seven locations
in Portland, The Whole Bowl lacks
a strong identifier to create brand
awareness and continued targeting
of occasional customers. In order to
attract new audience, and reinvigorate
the current customer, Tali sauce will
be bottled and sold at all locations, as
well as select retail.
BUSINESS
CHALLENGE

18. 1 8
Billboard and Bus Shelter display.
ACTIVATION

19. Raleigh
Bicycle

20. 2 0
CONTENTS
1 BRAND STORY
2 BRAND POSITIONING
3 OUR TRIBE
4 COMPETITORS
5 CAMPAIGN PLAN
6 SOCIAL MEDIA
7 ACTIVATION
8 CANTEEN
To create a new marketing
campaing and unique brand
strategy for Raleigh Bicycles.
Increased brand exposure to a
new target audience, appealing to
a youthful, creative demographic.
With an emphasis on well-built
quality bikes ideal for the city,
dirt, and road for all abilities.
Raleigh wants to captivate a
younger alternative audience in
order to be relevant in the current
cycling market.
ANALYSIS
CHALLENGE RESULTOPPORTUNITY

21. 2 1
BRAND
OVERVIEW
In a small shop on Raleigh Street
in Nottingham, England in the late
1880’s Frank Bowden decided to
make his passion a reality.
To bring the simple joy of riding a
bicycle to everyone, over 125 years
later Raleigh has transformed
into one of the largest bicycle
manufacturers on the planet.
BRAND
POSITIONING
TWITTER
FACEBOOK
INSTAGRAM PINTEREST
The Raleigh account is active and posts
regularly, but get very little engagement with
their 6,139 followers. Averaging between 1-4
likes with little to no re-tweet.
The Raleigh account is active, however it
is the same content that is posted on their
Twitter account. The engagement with their
44,887 followers averages between 5-15
likes. Followers ask questions about product
posts and receive immediate response and
feedback from Raleigh.
The Raleigh account is active and uses
similar content seen on their Twitter, and
Facebook but posted in different sequence
and occasionally reposting user generated
content. Follower engagement from their
12,000 followers is strongest here with an
average 200 likes per post and an average
of 20 comments.
The Raleigh account is less active then any of
their other social media platfroms. Currently
they have 11 boards and 280 followers. The
content on their boards is broken down into
lifestyle for example “Families that ride”
board and a “Cycling fashion on Raleigh”
board. The lifestyle board is a great idea but
the content falls short.

22. 2 2
The person who gets up early for the
sound of rubber on asphalt, the smell
of the countryside, and pedaling two
wheels through the city.
Loyal to biking not because of their
carbon footprint, improving their health
or need for adventure. The reward is
passion and emotional gratification.
Their daily riders, never letting the fun
be taken out of a commute, always ready
for a ride with friends.
BRAND
OVERVIEW
OUR TRIBE
BRAND
OVERVIEW
CAMPAIGN
PLAN
Two of Raleigh’s closest competitors
are Masi, and Giant. All companies have
a diverse offering of entry-level bikes
ranging from $700 - $1,200.
COMPETITORS
Introducing the Raleigh Club Canteen.
What is the Raleigh Club Canteen?
Canteens are meeting places for cycling
fans and lovers of the sport. Partnering
with cafés and tap houses, to provide
a retail space stocked with the latest
one-off Raleigh products. Cafés and tap
houses within Seattle, Portland, and
San Francisco offering beer, coffee, and
food will also have rides, and events. The
Raleigh club Canteen acts as a local hub
to represent the vibrant communities
inside our amazing sport.

23. This email was sent by Raleigh USA, a member of Accell North America
RALEIGH BICYCLES | 6004 South 190th Street Ste. 101 Kent | WA 98032 United States
1-800-222-5527 | raleighbicycles.com
Unsubscribe | Email Preferences
Raleigh riders are defining and refining the concept
of a cycling lifestyle. Over the years, our customers
have shared amazing stories and pictures from their
rides, and whether you’ve been riding for decades or
just starting, the journey to becoming a cyclist isn’t
always paved. Raleigh Club Canteen was started for
every rider to come together, and encourage friends
and family to get on a bike. Lets ride.
SEATTLE
PELOTONE CAFE
PORTLAND
HOPWORKS URBAN BREWERY
SAN FRANCISCO
ThE VELO ROGUE CAFE
BRAND
OVERVIEW
SOCIAL MEDIA
BRAND
OVERVIEW
EMAIL
2 3
Raleigh will pull user genertated content to post
on Instagram under their stories. This content
reflects the lifestyle and diversity of many riders
inside our target cities.
INSTAGRAM
Facebook will act as the calendar for events and
communication for Raleigh club Canteen rides.
FACEBOOK
YouTube infulencers in the bike community will
be used to review new bikes as well as one-off
products from the Raleigh Club Canteen.
YOUTUBE

24. 2 4
1 2 3
4 5 6
7 8 9
BRAND
OVERVIEW
ACTIVATION
In all three cities, the Raleigh Club
Canteen starts July 6th -July 27th in
Seattle, Portland, and San Francisco.
BRAND
OVERVIEW
INSTAGRAM
STORYBOARD
User photos from rides in each
city posted on Raleighs Instagram.
6
JULY
6
JULY
6
JULY
13
JULY
13
JULY
13
JULY
20
JULY
20
JULY
20
JULY
27
JULY
27
JULY
27
JULY
Raleigh Club Canteen - Launch Party!
Sat 1 PM
Raleigh Club Canteen - Launch Party!
Sat 1 PM
Raleigh Club Canteen - Launch Party!
Sat 1 PM
Raleigh Club Canteen - Group Ride
Sat 9 AM
Raleigh Club Canteen - Group Ride
Sat 9 AM
Raleigh Club Canteen - Group Ride
Sat 9 AM
Raleigh Club Canteen - Parts Swap
Sat 11 AM
Raleigh Club Canteen - Parts Swap
Sat 11 AM
Raleigh Club Canteen - Parts Swap
Sat 11 AM
Raleigh Club Canteen - Victory Lap Ride!
Sat 7 PM
Raleigh Club Canteen - Victory Lap Ride!
Sat 7 PM
Raleigh Club Canteen - Victory Lap Ride!
Sat 7 PM
Pelotone Cafe
Seattle, WA
Hopworks Urban Brewery
Portland, OR
The Velo Rogue Cafe
San Francisco, CA
Pelotone Cafe
Seattle, WA
Hopworks Urban Brewery
Portland, OR
The Velo Rogue Cafe
San Francisco, CA
Pelotone Cafe
Seattle, WA
Hopworks Urban Brewery
Portland, OR
The Velo Rogue Cafe
San Francisco, CA
Pelotone Cafe
Seattle, WA
Hopworks Urban Brewery
Portland, OR
The Velo Rogue Cafe
San Francisco, CA

25. 2 5
Youtube is where Raleigh will upload well-
branded, hip videos by partnering with
influencers such as The Singletrack Sampler.
This outlet creates a lifestyle around the
brand and gives users a firsthand look and
feel from a trusted source. RALEIGH DOWNHILL DEMO - TOKUL 2 (Don’t watch if squeamish) // The Singletrack Sampler
BRAND
OVERVIEW
YOUTUBE
CHANNEL
Unique, one of a kind Raleigh products
will be offered in three cyling cities:
Seattle, Portland, and San Francisco.
BRAND
OVERVIEW
THE
CANTEEN