S A B R I N A B R O C K

FASHION MARKETING

P R O D U C TD E V E L O P M E N T

Truly Me

A teen care product line for Dove

FM3323- Product Development- AICASF

Spring 2013

www.weeclicks.com.my

Company Background

The Dove brand started its life in 1957 in the US, with the revolutionary new beauty cleansing bar. With its patented blend of mild cleansers and ¼ moisturizing cream, Dove’s iconic Beauty Bar rinses cleaner than soap, leaving skin clean, soft and smooth. It is the #1 dermatologist recommended brand in the US, Canada and France and strongly endorsed by dermatologists across the world

www.adforum.comwww.Qtplace.comwww.amu.at

Vision & Mission

Vision

Dove® is committed to building positive self-esteem and inspiring all women and girls to reach their full potential—but we need your help.

We’re building a movement in which women everywhere have the tools to take action and inspire each other and the girls in their lives. It could be as simple as sending a word of encouragement to a girl in your life or supporting self-esteem education in your town.

From mentoring the next generation to celebrating real beauty in ourselves and others, we can open a world of possibilities for women and girls everywhere.

Mission “Dove’s mission is to make more women feel beautiful every day by broadening the narrow definition of beauty and inspiring them to take great care of themselves.”

<Dove.com>

www.renewbeauty.com www.craigsamuelphoto.com

Brand Extension

Truly Me is needed in the beauty market to help girls be more empowered about beauty and self-esteem. Dove already doesthis for women so it would be great if they did a line specifically for teens.

It’s time to promote a more positive and realistic beauty foryoung women.

Skin care is an important part of our lives and it’s good to learngood habits at a young age. The Truly Me skin care line wouldhave all the basics a girl would need for everyday.

Truly Me would be sold in grocery stores, pharmacy stores and super stores like Target and Wal-mart. The cost of Truly Me would be competitively priced against competitor brands. Fliers promoting the new product line would be sent to homes inNorth America along with coupons.

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www.stylesight.comwww.pureferocity.comwww.bloomingdales.comwww.zazzle.comwww.dailymakeover.comwww.bellavistas.blogspot.comwww.ladies-trends.comwww.centrictv.comwww.9freepictures.comwww.retailmenot.com

Trend Board

Logo

Truly Me

Rules for use:

1. Do not use on a black background.

2. The logo name must always have a capitol in the beginning and lower case letters.

3. Name must always be in black, no color should ever be added.

Color & Typography

Primary Palette:

R 138 G 174 B 98C 51 M 16 Y 78 K 1

Secondary Palette:

R 221 G 151 B 174C 10 M 16 Y 13 K 1

Tertiary Palette:

R 207 G 141 B 188C 15 M 51 Y 0 K 1

Truly Me

AgeoneABCDEFGHIJKLMNOPQRSTUVWXYZabcdefghijklmnopqrstuvwxyz

Each color dove correlates to a specific skin type product.

www.ishimma.comwww.grewallevymarketing.comwww.wakpaper.comwww.bonsecoursinmotion.comwww.huffingtonpost.comwww.digitaltrends.comwww.myteenmatters.comwww.dafont.com

Quaternary Palette

R 254 G 79 B 12C 0 M 83 Y 100 K 0

Oily Skin

Combination Skin

Dry Skin

Sensitive Skin

Target Market

-AGES: 13-18 -Still in school -Live at home with parent(s) -Has a part time job or gets an allowance -Involved in after -school activities -Loves to shop with friends -Learning how to drive or has license -Knows what’s trendy in fashion -Is very social and goes to parties and school events

-Dating/ Single

Product Page

Rachel is just your ordinary 15 -year- old teenager who loves hanging out with friends and listening to her favorite boy band, One Direction. She has one issue: her skin. She notices that sometimes its dry and flaky, and other times it’s oily . She wants to feel good in her own skin but is finding it difficult. Dove Truly Me makes a skin care line just for her type: Combination Skin, which helps to balance the skin.

Whitney is trying out for the cheerleading team. She’s a freshman in high school and is really excited about what’s to come. She really wants to give a great try- out but there’s one thing stopping her from being confident: dry skin. She’s had it all her life, but it seems like it’s gotten worse since she hit her teens. She wants to smile and be energetic but can’t seem to do it. Truly Me makes a skin care product just for her with dry skin.

Britany loves taking pictures. She wants to one day be a model and travel the world. She has even joined her school’s photography club. She is ready to make her dream a reality except her skin is holding her back. She has oily skin and she tries to use oil remover pads but they just don’t seem to do the trick. It’s frustrating her and she doesn’t know what to do. Dove’s Truly Me line carries a product made just for what she’s dealing with. Now her oily skin will be a thing of the past.

Priscilla is a smart, pretty, and outgoing 16 year old. She is a sophmore in high school and is popular at her school. She wants to one day be a lawyer or a doctor -she hasn’t decided yet. She likes wearing make-up but has always had to be careful of the ingredients. The same with body sprays. She has sensitive skin and for her and girls like her chosing skin care products can be hard. Truly Me has just the product for her.

WHITNEYRachel Priscilla Britany

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Product & Packaging

Combination SkinDry Skin Oily Skin Sensitive Skin

www.thedieline.com

Line Sheet

Style #CL123

Sensitive Skin All-In-One Cleanser$8.996 oz.

Style #CL124

Combination Skin All-In-One Cleanser$8.996 oz.

Style #CL125

Dry Skin All-In-One Cleanser$8.996 oz.

Style #CL126

Oily Skin All-In-One Cleanser$8.996 oz.

Style #CL127

Moisturizing Lip Gloss$6.990.12 oz.

Style #CL128

Moisturizing Lip Gloss$6.990.12 oz.

Style #CL129

Moisturizing Lip Gloss$6.990.12 oz.

Style #CL130

Moisturizing Lip Balm$5.990.8 oz.

Line Sheet

www.beautybooty411.com

Marketing Strategies

Social Media

We would make beauty tips available on Youtube for girls to watch.

Dove’s new Truly Me care linefor teen girls. Empowering the next generation to love the skin they’re in.

Magazine Ad

We would place this ad in teen magazines such as Seventeen and Teen Vogue.

www.youtube.comwww.huffingtonpost.com

Store Signage

Truly Me

This would be next to the kiosk in the beauty section at Target.Target would help the product not only get to a vast number of consumers but would help us market the product.

www.cosmeticcandiesfyi.com

R E T A I L S T O R EM A N A G E M E N T

FIORE

Kiosk Project By Sabrina Brock

&Bernice Zambrano

FM3320- Retail Store Management- AICASF

Fall 2011

www.luulla.com

Here at Fiore we want to achieve the highest standard in all that we do in floral hair accessories. To differentiate ourselves from our competition we handcraft our products here in the US and use only the finest materials such as peacock feathers, silk organza and velvet etc. We are a creative and innovativestart-up company and strive for perfection.

Mission Statement

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We are a versatile company. Our floral hair accessories can appealto young girls, to teenagers shopping for prom, and even to women lookingfor that special touch for their wedding day. We have a wide range of products to suit every individual’s needs.

Ages:8-1213-1718-2223-30

Fiore’s target market are tweens to women in their early twenties. They loveto shop, hang out with friends, be in the social scene, read fashionmagazines and keep up with the latest trends. They’re creative and tendto stand out from the crowd. They also like to be noticed for the clothesthey wear. Just like Fiore, our target consumer is trendy, unique, and diverse.

Target Market

www.cdn.sheknows.comwww.onewed.comwww.fleurings.comwww.blog.3seventy.com

Here at Fiore, we give the customer the chance to design the actual piece she’ll be wearing. Most flower accessories are made and sold in stores and you just buy what they have on-hand. With Fiore, you can personalize your flower accessory; no one else is doing that now. Fiore’s flowers are made from high -quality materials and won’t fall apart on you like thoseyou find in the pop -up accessory stores. We want customers to show their style and let their creative juices flow.

-Floral hair accessories for any occasion-Located on the 2nd floor of Westfield Mall, San Francisco-Always take the time to package your purchase-High- quality materials: feathers (peacock, goose etc.), silk organza, velvet, Swarovski crystals

• Soho Kiosk

• Nordstrom

• Edition by Banana Republic

• Anthropologie

• Fiore

• David’s Bridal

• Icing by Claires

• So Good

• H&M

Competitive Advantage

High Quality

Low Qulaity

Low

Cos

t

High C

ost

www.westfield.com

PromotionsFiore offers a 25% discount off the customer’s first purchase. Customers can try out the product and if they like it come back and buy more. By offering this discount we hope to draw in customers who normally wouldn’t buy an accessory from a kiosk.

PackagingFiore stands out with elegant packaging. Most of our competitors put the purchase in a bag and it gets smashed and becomes less appealing. We guarantee the flower will be wrapped in tissue paper and put in a sleek box, which is then placed in anelegant, yet simple bag.

Loyalty ProgramFiore will also have a website which features more flowers not sold at the kiosk and special promotions. Those who sign-up with their email to the online loyalty program will receive afree flower on their birthday and special savings on their next purchase. They will also be the first to know about new products. Included will be a rewards card; when customers reach a spending amount of $300 in a year, the card will entitle them to reward points for use towards their next purchase. On their birthday, customers will receive a flower of their birth month just for being in the loyalty program.

POS SystemThis POS terminal will help handle the sales and control the inventory. Customer information will also be stored for loyalty programs, promotions, and specific buying analysis. It will include a computer monitor, cash drawer, receipt printer, customer display, barcode scanner, debit/credit reader, and signature capture device. All sales, returns, exchanges, gift cards, and loyalty programs will be handled by the POS terminal.

Competitive Strategies

FioreFiore

www.luxuryboxboutique.comwww.discountmugs.comwww.hp.com

Classifications Sub-class Flower Manufacturer Wholesale Price

Headbands Weddings

Charles Lubin Company, Inc. Yonkers, New York 3.00

Barrettes Proms

Charles Lubin Company, Inc. Yonkers, New York 1.75

Hair Clip Pre-teens

Charles Lubin Company, Inc. Yonkers, New York 2.50

Head Wrap Every-day wear

Charles Lubin Company, Inc. Yonkers, New York 2.75

Like Items: Wedding Headbands Every-day Headbands Pre-teen Headbands Head Wrap

Payment Terms:

1) Payment terms depend on customer’s credit, and the amount of the order.

2) Normal shipping time is the same day we receive the order.

3) Large custom orders could take 3 to 4 months. Shipping time from China is about 1 month; time is needed to produce the flowers.

Classifications

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www.libertyinlove.co.ukwww.etsystatic.comwww.pinimg.comwww.claires.co.ukwww.glitz4girlz.comwww. notonthehighstreet.comwww.andreasbeau.comwww.etsy.comwww.wanelo.comwww.childrensplace.comwww.worldmarket.comwww. http://zibbet-production.s3.amazonaws.com

Headband

Barrettes

Hair Clips

Head Wraps

Product Assortment

One general manager and one assistant manager will be hired along with two part-time sales associates. Alternating shifts between the four people. San Francisco minimum wage is $10.55 an hr. We will start our part-time sales associates at $10.75/hr. and managers will vary between $13-16/hr.

Manager: Bernice Z. Assistant Manager: Sabrina B.Part time employees:Sally M., Jane D., Rachel G.

Opening hours:Monday-Saturday10am-8pmSunday11am to 7pm

Fiore Hiring & Work Shifts

Chart done by Bernice Zambrano

O-C open to closeAF afternoon shiftEV evening shiftOP opening shift/ day off

*At Fiore, we have a monthly sales plan of $36,000.This makes our weekly goal $9,000.

Sales Goals

Chart done by Bernice Zambranowww.flikr.com

Period 12/3/11 Employee Name Bernice Z. Employee Id 1Tax Status 1 Federal Alllowance(From W-4) 3 Hours worked 45

Hourly Rate $15.25 Overtime Rate $0.00 Sick hours 1

Social Security $48.22 Federal Income Tax $155.55 Vacation hours 5

Medicare Tax $11.28 State Income Tax $46.67 Overtime hours 0

Insurance Deduction $0.00 Other Regular Deduction $0.00 Gross pay $777.75

Total Taxes & RegularDeductions

$261.71 Other Deducton $20.00 Total taxes &Deductions

$281.71

Net Pay $496.04

Period 12/3/11 Employee Name Sabrina B. Employee Id 2Tax Status 1 Federal Alllowance(From W-4) 3 Hours worked 30.5

Hourly Rate $13.25 Overtime Rate $0.00 Sick hours 0

Social Security $16.97 Federal Income Tax $80.83 Vacation hours 0

Medicare Tax $5.86 State Income Tax $24.25 Overtime hours 0

Insurance Deduction $0.00 Other Regular Deduction $0.00 Gross pay $404.13

Total Taxes & RegularDeductions

$127.91 Other Deducton $0.00 Total taxes &Deductions

$127.91

Net Pay $276.22*Example of employee pay stubs

Payroll

Chart done by Bernice Zambranowww.luulla.com

• handcrafted products using high- quality materials• an excellent loyalty program for our customers• competitive prices• an array of merchandise for any occassion

STRENGTHS

• oversaturated accessories market• new start up bussines• supply and demand issues

WEAKNESSES

• trunk shows for members only• exclusive designer collection available online only --> higher price point• eco-friendly line made of oragnic cotton and hemp• expanding beyond Westfield

SF Centre

OPPORTUNITIES

• competition already has customer base• designer collection available through bhldn.com• Soho kiosk part of a chain, highly established

• we have little to no customer base

THREATS

SWOT Analysis

www.agendamag.com

PAYMENTS, TAXES, AND REFUND POLICYFiore accepts all major credit cards, debit cards, check, cash and gift cards. If paying with a credit card or check, identification must be shown to complete the transaction. All sales of products are final but can be exchanged for lesser or equal value. The exchange policy is 30 days. If there are any problems or a delayed delivery of your product Fiore will either replace it or refund your money.

FIORE Policies

www.luulla.comwww.wallesu.comwww.notonthehighstreet.com

CatalogIn order to receive a catalog customers must enter their data into our POS system. We also have catalogs to give out for those who are hesitant to provide any personal information.

Mailer/ Customer Appreciation

Advertisements/Mailers

Fiore

Why not save 25% offyour next purchase?You’re already in ourloyalty program.

Catalog design by Bernice Zambrano www.pinterest.com

StylingS T Y L I N G

BLACK & WHITEFROM DAY TO NYT

A transition for the city girl in classic black and white. Looks

for day and night.

FM4443- Styling- AICASFFall 2012

Photo by Shahrzad Isabelle Attariani

The city of San Francisco served as the backdrop for this styling photoshoot which showcased styles that can be worn day and night.

Shoot 1:

Theme: Black & white around the city

Location San Francisco, CA Photographer: Shahrzad Isabelle Attariani

Make-up: Shahrzad Isabelle Attariani

Model(s): Sabrina Brock

Shoot 2:

Theme : Black & white at night

Location: San Francisco, CA

Photographer: Stephanie Costa

Make-up: Morgan Marciel

Model(s): Sabrina Brock & Natalia Vasquez

Stylist Notes

Styling

www.businessinsider.comwww.en.wikipedia.orgwww.stylesight.comwww.lerablog.orgwww.suturi.com

Trendboard

Styling

Jacket-Model’s ownCorset-FredericksPants-True ReligionBoots-Aldo

Dress- GuessShoes- Nine West

Styling

Top-VintagePants-Vince

Jacket-Model’s ownCorset-Model’s ownSkirt-VintageShoes-Vintage

Styling

Dress- H&MShoes-Bakers

Rings- H&M

Styling

On left model:Top-H&MPants-VinceShoes-Vintage

On right model:Top-H&MPants-VinceShoes- Juicy Couture

Behind-the scenes

Morgan putting the finishing touches on my makeup.

First test shot of me taken while it startedto sprinkle outside.

Behind-the-scenes

Natalia goofing around during the shoot.

Natalia between takes.

Thank You