ELENADAUGHERTYStyling-Visual Merchandising-Copywriting

Styling

Beauty and the Beach

Kieraland Children’s Wear

Art Direction, Garment Styling, Concept Research

Women’s Accessories

The following photoshoot was done in 2009. The objective was to create the Alice in Wonderland trend that was popular during this time in clothing and merchandise due to the release of Tim Burton’s Alice in Wonderland. The intention was also to showcase the fusion of the Alice in Wonderland trend mixed with some key fashion trends that were also popular during this time

in Fall children’s wear, including arm warmers and tutu’s. I included in my blog the original dresses that I re-styled by hand and made to fit the desired look of the shoot. Below is a screen shot of the blog post where I wrote in detail about the clothing used and the process behind creating the shoot.

(Blog photoshoot)Kieraland RUNWAY 2 RUGRATSTM

Whimsical, imaginary, vibrant, daydream, wonderment, adventure, magical, destiny, possibilities, excitement

Insp

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This is the Queen of Hearts. I hand sewed the bodice detail, hemline trim, and the black hearts to give it the desired look.

This is the Alice dress. I had the organza overlay cut off, the hemline shortened and lined the skirt with black and white tulle.

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This is the Mad Hatter ensemble put together using a pink and orange tutu, a white button-up peter pan collared shirt, and a black pea coat. The accessories used include a soft pink scarf, black tights, black suede boots and a miniature top hat.

The Mad Hatter Queen of Hearts Alice

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After

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Behind The Scenes

“But I don’t want to go among mad people.”

“It would be so nice if something made sense for a change.”

“Curiouser and curiouser.” “I can’t explain myself, I’m afraid, sir, because I’m not myself you see.”

Beauty and the Beach Beauty and the Beach is an editorial photoshoot showcasing current trends in accessories and fashion. The sutro baths located on the beaches of San Francisco was the chosen location for the shoot for it’s old time rustic feel and romanticism. The purpose was to create a romantic love affair between the model and the beach while focusing on current styles in accessories and fashion. The clothes and accessories were pulled from retail stores including EXPRESS, ALDO, MAXrave, Victoria’s Secret, and a few local vintage shops.

(Editorial photoshoot)

Inspiration

Furs and Animal Prints

Chunky Accessories

Wendy Nichol bracelet, $225.00; Barneys.com.

J. Mendel

Tory Burch bag, $525.00; Bloomindales.com.

Prada shoes, $790.00; saks.com.

ABS by Allen Schwartz bracelet, $95.00; nordstroms.com.

Roberto Cavalli

Elie Tahari bag, $548.00; bloomingdales.com

Elizabeth and James ring, $155.00; nordstroms.com

Gold

This season’s must-haves infuse all the beauty mother nature has to offer. From chunky gold accessories to furs and snakeskin. The fur is minimal and the heels are high.

Beauty and the Beach

Photos by Jason Mehrtens

Model- Jessica PerdewStyling by Elena Daugherty

Make-up by Jasmine Arteaga

Mink bolero, vintage, stylist’s own. Shorts, $19.9o, MAXrave. Wood bangle, $10.00, ALDO. Coin charm bracelet, $16.50, Express. Earrings, stylist’s own. Faux snake skin purse, $30.00, ALDO.

Mink bolero, vintage, stylist’s own. Bikini top, $48.00, Victoria’s Secret. Shorts, $19.9o, MAXrave. Wood bangle, $10.00, ALDO. Coin charm bracelet, $16.50, Express. Earrings, stylist’s own. Faux snake skin purse, $30.00, ALDO.

Dress, $39.50, Express. Earring’s, stylist’s own. Toggle necklace, $6.90, MAXrave. Circular wood necklace, $16.00, ALDO.

Bikini top, $48.00, Victoria’s Secret. Earrings, stylist’s own. Toggle necklace, $6.90, MAXrave. Giraffe Rocka necklace, $18.00, ALDO.

Bikini top, $48.00, Victoria’s Secret. Mink bolero, vintage, stylist’s own. Coin charm bracelet, $16.50, Express. Toggle necklace, $6.90, MAXrave. Giraffe Rocka necklace, $18.00, ALDO.

Visual MerchandisingRunway2Rugrats

Children’s Retail Boutique

Runway 2 Rugrats is a children’s boutique that caters to children between the ages of newborn to 8. The store will specialize in bringing the newest trends and fashion from the mini catwalks from all over the world to the hip and modern children of today.

The products the store will carry include girls and boys clothing in sizes ranging from 0-3 months to size 8. Product assortment includes tops, bottoms, dresses, sweaters and jackets.

The location for the business will be within the Westfield shopping center located on Market St. in San Francisco. This location was chosen for its high volume of affluent shoppers and tourists. It is an upscale mall, which is the ideal setting for the boutique.

The target market is the mothers of the mini trendsetters.

Demographics• Women• 25-45• Allraces• Childrearing• Married• Collegegraduate• Combinedincomeof$100kormore• Homeowner• Livesinsuburbsandurbanareas

Psychographics• Familyoriented• Travels• Likestotakeweekendtripstothebeach• Rents/ownsavacationhome• Has2ormorechildren• Caresaboutfamilyappearance• ReadsCCaliforniaStyle,Vogue,Parenting, Town&Country,andYogaJournal• Hostsplay-datesanddinnerparties• Hasafamilygamenight• DrivesaluxurySUV• Prefersexpensiveredwine

(A full service boutique for the most fashionable mini trendsetters)RUNWAY 2 RUGRATSTM

The legal form of ownership chosen for the store is a corporation. This form of ownership was chosen to protect the entrepreneur’s assets and to give less personal liability for debts the business may accumulate.

Strengths• Children’s wear sales are expected to grow faster

then the rate of children being born• Parents are spending more disposable income on

the quality of their children’s clothing• Quality and styles are unique • Highly publicized celebrities and what they buy

for their children have fueled the high-end children’s retail category

Weaknesses• Gaining loyalty to products from parents and children• High capital costs• Population growth in children 9 and under was flat

between 2000 and 2005• The Consumer Product Safety Commission sets forth

federal regulations on the manufacturing and sales of children’s clothing

• Adults have fewer children when the economy is down

Opportunities• Children’s retail sales are estimated to be growing

6-7% annually for the next few years• Sales are expected to reach $131.5 billion by 2012• Mainstream fashion is increasingly influencing

children’s wear• Parents prioritize their spending on their children

whatever their economic condition • Children will always grow and need to constantly

buy clothes to meet that need• ‘Echo boomers’, (ages 12-29), spend 5 times more

then their parents

Threats• Tariff barriers and quotas• Regulations on flammability, lead content, small

parts, and drawstrings must meet safety standards• Recalls could affect inventory• Licensing requirements• High-end department stores in the surrounding

areas including Bloomingdales, Nordstrom, Neiman-Marcus, and Barneys New York

RUNWAY 2 RUGRATSTM

Design Inspiration Fixtures

• Night life• International runways• Neon lights• Urban outdoors• Neon colored plastic

1. Chairs with book shelves2. Neon plastic shelving units3. Neon plastic display tables4. Flat-screen television5. 2-way rack6. Garment rack7. Runway platform

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In-Store Props Product Infant Line 0-1

1. Park bench2. Hanging light fixture3. Flat-screen television4. Wood and enamel trees5. Black picture frames

• Dresses• Tops • Bottoms• Onesies• Layettes• Zip-up hoodies

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Product Line Girl’s 1-3Product Line Boy’s 1-3

• Tops• Bottoms• Sweaters• Jackets

• Tops• Bottoms• Dresses• Sweaters• Jackets

Product Line Boy’s 4-8 Product Line Girl’s 4-8

• Tops• Bottoms• Sweaters• Jackets

• Tops• Bottoms• Dresses• Sweaters• Jackets

Plan View & Fixture Plan Planogram

• Overview of the entire store layout including fixtures and props • Overview of different sections including product placement

Girl’s size 1-3

Girl’s size 0-1

Boy’s size 1-3

Boy’s 0-1

Lounge area

Feature presentation

Boy’s & girl’s size 4-8

Runway

Table

Television

Child Mannequin

Chair

2-Way

Fixture

Single Bar Rack

Feature Presentation Back Wall

• This is the in-store diplay featuring the newest products • This is the back wall display of featured products