brand merchandising: level

Fashion for the “35-something”

Spring/Summer 2011 Women’s Collection

By Stephanie Callaway Mayra Rodríguez

Adriana Sultán Kerate Supaongprapa

AgendaAbout Level

The Company Our Customer Spring/Summer 2011 Inspiration The Logo

Spring/Summer 2011 Line Color Palette and Fabric Style, details and full looks

Marketing and Promotion

About Level refers to balance and structure – both which are referenced in

our collection. Our line satisfies the needs of the modern and multitasking mother who

is constantly searching for balance in her professional and family life.

Clothing for the experienced professional woman who loves fashion and still takes risks with her wardrobe.

Price range: Contemporary/Bridge ($75 for tanks to $300+ for jackets)

Store locations: high-end department stores, urban and suburban boutiques.

Competition: Elizabeth and James, ck Calvin Klein, Emporio Armani.

About the Customer Our customer:

30-35+ Income: 75k + “Techy” Fashion-forward yet practical Casual-chic but office appropriate –

Flexible wardrobe Values Quality and Innovation

AboutSpring/Summer 2011

For the one-the-go fashion-forward woman

Consists of: Jackets, Tops, Dresses, Skirts, Pants, and Shorts

Inspiration: Structure - Architecture

Inspiration

LogoLevel is about balance and structure. Our apparel and

our logo reflect this with a digital and modern feel.

Color Palette

Black Magic Stone Gray Moonlight Gray Bone

Camel Sand Desert Zing Electric Green

Razmatazz Mayra Pink Techno TealCruise Blue

Garment Details Quality

Buttons

Horn

Fabric

Rivets – metal

Zippers – metal

Buckles – self fabric and metal

Belts – self fabric

Try to use same finishing where possible to control costs

Fabric Primary fabrics:

Cotton Denim Silk Leather

Mainly used practical and comfortable fabrics suitable for our target market’s busy lifestyle, supplemented with stylish details.

TopsName: Lucy

Style # 001

Description: cotton short sleeve t-shirt with rivet detail

Fabric: 100% cotton

Retail Price: $89.50

Details: 10 metal rivets, rouching at shoulder

Lucy

TopsName: Audrey

Style # 002

Description: cotton short sleeve t-shirt with open neck

Fabric: 100% cotton

Retail Price: $89.50

Audrey

TopsName: Adriana

Style # 003

Description: asymmetrical fitted blouse

Fabric: 100% silk

Retail Price: $175

Detail: 15 small rivets

Adriana

TopsName: Adriana

Style # 003

Description: asymmetrical fitted blouse

Fabric: Jersey cotton

Retail Price: $175

Detail: 15 small rivets

Adriana

TopsName: Jane

Style # 004

Description: 3/4 sleeve cotton shirt

Fabric: 100% cotton

Retail Price: $110

Details: 7 small buttons, 1 pocket on front

Jane

Tops Name: Susie

Style # 005

Description: cotton shirt with cut-out detail

Fabric: 100% cotton

Retail Price: $125

Detail: 2 cut-outs at neck and shoulder

Susie

Jackets

Jackets Name: Marlene

Style # 006

Description:

Fabric: Genuine Leather, Lining: 50% silk, 50% cotton

Retail Price: $365

Details: 3 medium zippers, stitching at bottom jacket and cuff hem

Marlene

Jackets Name: Elizabeth

Style # 007

Description: Denim/ cotton-twill blazer with zipper detail

Fabric: Denim / Cotton-Twill Lining: 100% silk

Retail Price: $325

Details: 3 medium zippers, 8 medium buttons, 2 side pockets

Elizabeth

Dresses

Dresses Name: Amelia

Style # 008

Description: short sleeve high neck dress

Fabric: 72% acetate, 22% polyester

Lining: 50% silk, 50% cotton

Retail Price: $250

Details: self belt with 8 small buttons

Amelia

Dresses Name: Amelia

Style # 008

Description: short sleeve high neck dress

Fabric: 72% acetate, 22% polyester

Lining: 50% silk, 50% cotton

Retail Price: $250

Details: belt with 8 small buttons

Amelia

DressesName: Natalie

Style # 009

Description: one-shoulder dress with leather trim

Fabric: 85% Silk, 15% Lurex (Metalic)

Retail Price: $300

Details: leather trim around middle

Natalie

DressesName: Marilyn

Style # 010

Description: short sleeve belted dress with rivet detail

Fabric:100% silk

Retail Price: $200

Details: self belt, 10 rivets at shoulder

Marilyn

DressesName: Marilyn

Style # 010

Description: short sleeve belted dress with rivet detail

Fabric: 100% silk

Retail Price: $200

Details: self belt, 10 rivets at shoulder

Marilyn

DressesName: Erin

Style # 011

Description: color-block tank dress

Fabric:62% cotton, 38% silk

Retail Price: $325

Details: 1 medium zipper at back

Erin

Cardigans

CardigansName: Lola

Style # 012

Description: tunic-length cardigan

Fabric: Cotton knit

Retail Price: $110

Details: 1 medium zipper

Lola

VestsName: Rachelle

Style # 013

Description: tw0-button vest

Fabric: Denim (cotton)

Retail Price: $175

Details: 2 small buttons, 2 slit pockets

Rachelle

Skirts

SkirtsName: Luella

Style # 014

Description: pencil knee-length skirt

Fabric:94% Polyester, 6% Elastane

Retail Price: $185

Details: 1 medium zipper at side

Luela

Pants Name: Kerati

Style # 015

Description: skinny cotton pant with leather patches

Fabric: 97%Cotton/3% spandex

Patches: 100% genuine leather

Retail Price: $225

Details: 1 medium zipper at back, leather patches

Kerati

Pants Name: Monica

Style # 016

Description: skinny leather pant with denim patches and zipper details

Fabric: 100% Genuine leather Patches: 100% denim

Retail Price: $300

Details: 2 small zippers at bottom hem, 1 medium zipper

Monica

PantsName: Anna

Style # 017

Description: slim pant with side zipper

Fabric: 100% cotton

Retail Price: $180

Details: 1 medium zipper at side

Anna

PantsName: Stephanie

Style # 018

Description: cuffed baggy trouser

Fabric: 60% polyester, 40% cotton

Retail Price: $165

Details: elastic waistband, 2 slit pockets on front

Stephanie

PantsName: Grace

Style # 019

Description: baggy trouser with tab closure

Fabric: 60% Polyester, 40% Cotton

Retail Price: $190

Details: tab closure, 1 medium zipper

Grace

Shorts

ShortsName: Katie

Style # 020

Description: long short

Fabric: 100% cotton/ 100% denim

Retail Price: $125

Details: 1 medium zipper, 2 slit pockets with button detail

Katie

Shorts Name: Kelly

Style # 021

Description: long short with flap pockets and buckles

Fabric: 100% cotton/ 100% denim

Retail Price: $140

Details: 1 medium zipper, 2 flap pockets with button detail, 2 medium buttons, 4 buckles

Kelly

Look 1: “Client meeting in the City”

•Adriana top paired with the Elizabeth jacket and Luela skirt.

Professional Chic

Look 2: “Out on the town”

•Erin dress paired with Marlene jacket.

Look 3: Family museum trip

•Jane shirt paired with kelly short and Lola cardigan.

Look 4: “Errands in the ‘Burbs”

•Audrey Top with Marlene leather jacket and Anna jean.

Look 5: Shopping with the girls

•Lola cardigan with Susie top and Kerati pants.

Marketing and Promotion

Hangtag

Shirt Tag & Care Label

Shopping ToteFor customers that purchase $300 or more

Eco – friendly canvas tote with brand logo

brand merchandising: level

Design

fashionforward womanconsists

structure architecture6

modern feel

logo level

line color palette

jackets store locations

experienced professional

highend department stores