Olivia is a clothing brand targeting young professional women ages 25-35. It offers a line of apparel, accessories, and swimwear made from high quality materials. The brand focuses on clean, minimalist styles that can be dressed up or down. It sells products priced from $79-179 through Nordstrom, boutiques, and online. The document provides details on new styles, fabrics, colors and pricing being proposed for the Spring/Summer 2014 collection.

1. Olivia
SPRING / SUMMER 2014
BY STEPHANIE JIANG
10 DECEMBER 2012

2. OliS/S 2015 CON

3. iviaNCEPT BOARD

4. Olivia
CUSTOMER PROFILE
Olivia, the customer, is a young, modern woman in her mid 20’s
to 30’s who is earning $50,000 - $70,000 per annum working in
the creative or entertainment industry. She is an independent
woman with strong work ethics, and is very driven in both her
professional and personal lives.
Her personal style is clean, minimal and timeless. She will always
keep it classy with streamlined silhouettes that flatter her slender
figure, but she also stocks her closet with bold statement pieces
for that special evening function or lunch event.
Her weapon of choice is jewelry - an outfit is not complete with-
out a touch of silver, gold or pearl.
She does not follow pop culture - in fact, the only dose of pop
culture she gets is from walking past the news stand each morning
as she grabs her favorite cup of coffee or tea from the nearest
coffee shop.
Her favorite genres of music are indie, folk, and eletronica. She
enjoys the ocassional Lady Gaga, but mostly sticks to Florence
and The Machine, Mumford & Sons, and Ellie Goulding.
Harper’s Bazaar and W are part of her magazine reads, and she
follows Girls, Breaking Bad and Mad Men on TV. Her favorite fashion
icons are Gene Tierney and Dorian Leigh.
She likes to shop for quality, not quantity, and would willingly pay an extra $20 -
$30 for a similar item of better quality and workmanship. She can often be seen at
Nordstroms and Barneys searching for the next closet staple to coordinate with her
pre-existing pieces. Her favorite brands include Alexander Wang, Alice & Olivia, Erin
Fetherston, and Jason Wu.
On her off hours, she enjoys a wide variety of activities, from leading an active
lifestyle to volunteering her time to benefit the community. Yoga is a big part of her
life; the hectic hours of working in the creative/entertainment industry calls for a
need to step back and gain some perspective while keeping her mind and body in a
healthy and balanced state.
Every once in a while, she feels like going out to a club to dance, or to a bar for
some drinks, but as she matures, there is more of a desire to cuddle up at home with
a cup of hot chocolate and a good book instead. She is either single, attached and
looking forward to settling down, or married and ready to have kids.
// END

5. Olivia
COMPANY PROFILE
Olivia, the company, is a label for contemporary women based in downtown
Los Angeles. The main product mix consists of apparels in the categories of tops,
shorts, pants, dresses, outerwear, lingerie and swimwear. In addition, there is a small
line of complementary jewelry to coordinate with the clothing line.
Established in the market as a quality contemporary wear provider for the
modern, sophisticated and classy woman, apparels offered fall under the moderate
to better price range of $79 - $179. The secondary jewelry line is being offered
within the bracket of $29 - $69.
Quality is our core focus at Olivia; a concept that has taken root from the very
heart of the company, we believe in the mentality that less is more, and quality
should precede over quantity, always. Each piece of clothing is checked for possi-
ble defects by our Quality Assurance team to ensure that it will last for years and
years without disintegrating.
Olivia retails through high-end department stores like Nordstroms,
independent boutiques as well as an online store.
Our competitors are brands that have a similar target market, for
example: T by Alexander Wang, James Perse, Rag & Bone, Kain, and
Calvin Klein.
Our dedication to quality and craftsmanship provides us with the
competitive edge over other brands that are similar. We are not only
selling a product - we are selling a promise that you will fall in love with
the clothes you buy.
In the next 10 years, Olivia will be expanding out of North America into
Canada, Europe, and much of Asia, establishing bonds with stylish
women across the globe.
//END

6. Olivia
COLOR PALETTE
140101
ROSE MIST
140104
LEMON
140105
TEA
140106
DUSK
140107
SQUARED
140108
GEOMETRIC
140108
PLAID
140108
GALAXY
140102
BLUSH
140103
SALMON

7. Olivia
FABRIC & TRIMS
141101
SATIN
100% POLYESTER
142101
ZIPPER
142102
BUTTON
142103
PIPING
141102
JERSEY KNIT
100% COTTON
141105
TWILL
100% LINEN
141106
SPANDEX
80% POLYESTER 20% SPANDEX
141103
HERRINGBONE
100% WOOL
141104
JERSEY KNIT
100% POLYESTER

8. Chandelier Dress
STYLE NUMBER: 143101 FABRICATION: 141101
DESCRIPTION: MAXI DRESS WITH FISH TAIL BACK COLORS AVAILABLE: ROSE MIST, LEMON, TEA
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $28.00 / $119.00

9. Risky Jumpsuit
STYLE NUMBER: 143102 FABRICATION: 141105
DESCRIPTION: BAREBACK JUMPSUIT WITH WAIST CUT-OUT COLORS AVAILABLE: PLAID, ROSE MIST, LEMON
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $26.00 / $109.00

10. Mantis Jacket
STYLE NUMBER: 143103 FABRICATION: 141103 SHELL, 141105 CONTRAST
DESCRIPTION: JACKET WITH 3D SHOULDER PANELS COLORS AVAILABLE: TEA, BLUSH, LEMON
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $38.00 / $159.00

11. Mantis Pants
STYLE NUMBER: 143104 FABRICATION: 141103 SHELL, 141105 CONTRAST
DESCRIPTION: STRAIGHT LEG PANTS WITH 3D PANELS COLORS AVAILABLE: TEA, BLUSH, LEMON
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $28.00 / $119.00

12. Shadow Tshirt
STYLE NUMBER: 143105 FABRICATION: 141102
DESCRIPTION: T-SHIRT WITH SHEER CONTRAST PANEL COLORS AVAILABLE: BLUSH, LEMON, TEA
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00

13. Shadow Jeans
STYLE NUMBER: 143106 FABRICATION: 141105
DESCRIPTION: SKINNY CUT PANTS WITH CONTRAST PANEL COLORS AVAILABLE: BLUSH, TEA, LEMON
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $72.00

14. Teeth Tank
STYLE NUMBER: 143107 FABRICATION: 141104
DESCRIPTION: BOAT NECK TANK WITH PIPING DETAIL COLORS AVAILABLE: GEOMETRIC, TEA, SALMON
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $14.00 / $56.00

15. Teeth Shorts
STYLE NUMBER: 143108 FABRICATION: 141104
DESCRIPTION: HIGH-WAISTED SHORTS WITH PIPING DETAIL COLORS AVAILABLE: GEOMETRIC, TEA, SALMON
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $14.00 / $56.00

16. Caged Swimsuit
STYLE NUMBER: 143109 FABRICATION: 141106
DESCRIPTION: SWIMSUIT WITH CONTRASTING STRAPS COLORS AVAILABLE: GALAXY, LEMON, TEA
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $79.00

17. Asylum Swimsuit
STYLE NUMBER: 143110 FABRICATION: 141106
DESCRIPTION: SWIMSUIT WITH CRISS-CROSS STRAPS COLORS AVAILABLE: GALAXY, LEMON, TEA
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $18.00 / $79.00

18. Shadow Bustier
STYLE NUMBER: 143110 FABRICATION: 141106
DESCRIPTION: BUSTIER WITH CONTRASTING STRAPS COLORS AVAILABLE: SQUARED, TEA, DUSK
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00

19. Shadow Briefs
STYLE NUMBER: 143111 FABRICATION: 141106
DESCRIPTION: HIGH-WAISTED BRIEFS WITH CONTRASTS COLORS AVAILABLE: SQUARED, TEA, DUSK
SIZE RANGE: XS, S, M, L WHOLESALE/RETAIL PRICE: $12.00 / $49.00

20. Olivia
ACCESSORIES
STYLE NO. 144101
GALAXY CLUTCH
STYLE NO. 144102
TWO-FACED SATCHEL

21. Olivia
HANG TAG & LABEL
Olivia
SMALL
US 4 / UK 6 / EU 34 STYLE NO. 143101
SMALL
US 4 / UK 6 / EU 34
100% COTTON
STYLE NO. 143101 MADE IN USA