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PORT<br />
FOLIO<br />
momo<br />
FASHION<br />
MARKETING &<br />
MERCHANDISING
WELCOME
CONTENTS
ABOUT ME 3<br />
STYLE GUIDE 7<br />
VISUAL MERCHANDISING 13<br />
FUNDAMENTAL OF STYLING 21<br />
PRODUCT DEVELOPMENT 29<br />
TECHNICAL DRAWING 57<br />
FUNDAMENTAL OF DESIGN 69
ABOUT ME
3 // about me<br />
ESTHER MO<br />
FASHION MARKETER<br />
_AND MERCHANDISER<br />
// ABOUT ME<br />
Birthday: February 20, 1988<br />
Horoscope: Pisces<br />
Nationality: Asian American<br />
Languages: English and Korean<br />
HELLO! I am a recent graduate<br />
with a BS in Fashion Marketing<br />
and Merchandising. My passion<br />
is fashion and sports. I rather<br />
wear sneakers than heels, and<br />
jeans and a t-shirt instead of a<br />
dress. I love “athleisure” fashion<br />
because it allows to me to be<br />
very comfortable but also look<br />
sporty chic.<br />
// ACHIEVEMENT<br />
Best of Quarter Awar<br />
•Fall 2015<br />
President’s Honor Ro<br />
•Fall 2015, Summer 20<br />
Fall 2014, Summer 2<br />
Dean’s Honor Roll<br />
•Winter 2016, Spring 2<br />
Alpha Beta Gamma: H<br />
// CREATIVE EXPE<br />
Fashion Show- AI An<br />
Event Coordination: S<br />
Red Carpet, Fashion S<br />
Window Display<br />
“All Good Things Are<br />
Styling, Prop Design,<br />
Deadline, Installing, D<br />
Styling Book- Juxtapo<br />
Work Collaboration, S<br />
InDesign, Photoshop,
8 // about me<br />
S<br />
ds<br />
ll<br />
15, Winter 2015,<br />
014, Fall 2013<br />
015, Spring 2014<br />
onors Society<br />
// EDUCATION<br />
The Art Institute of Los Angeles<br />
Bachelor of Science - December 2016<br />
// SKILLS<br />
Design Programs:<br />
Adobe CC (2015): Photoshop,<br />
Illustrator, InDesign, and Dreamweaver<br />
Microsoft Office:<br />
Word, Excel, and Powerpoint<br />
RIENCES<br />
nual Show<br />
eat Arrangement,<br />
how Backdrop Set-Up<br />
Wild and Free”<br />
Lighting, Meeting<br />
ismantling Displays<br />
Winter 2014<br />
Spring 2014<br />
// Styling Summer 2015<br />
tyling, Photo Shoot,<br />
Layout<br />
Design Capabilities:<br />
Trend Forecasting, Fashion Illustrator,<br />
Technical Drawing, Creating Mood Boards,<br />
Digital Layouts/Presentation, Concept Line<br />
Development, Product Development,<br />
Garment Construction, Creating Mock-Ups,<br />
Visual Merchandising<br />
Work Ethics:<br />
Verbal and Written Communication of Ideas,<br />
Research and Analysis, Detail Oriented,<br />
Organized, Creative, Working in Various<br />
Environments, Problem Solver, Multi-tasking,<br />
Professional, Hardworking, Passionate,<br />
Positive Outlook, Reliable, Fast Learner
STYLE GUIDE
7 // style guide<br />
// COLOR PALETTE<br />
NIKE_cortez<br />
ILLUSTRATOR
8 // style guide<br />
colors<br />
fonts<br />
GOTHAM<br />
MERCURY
9 // style guide<br />
// LOGO IDENTITY<br />
Inspiration: Horoscope (Pisces)<br />
My Birth Year<br />
The Olympics<br />
Software used: Adobe Illustrator
10 // style guide<br />
88<br />
1988<br />
88<br />
1988<br />
1988
VISUAL<br />
MERCHANDISING
13 // visual merchandising<br />
// VISUAL<br />
MERCHANDISING<br />
PRO_FIT is a sportswear retail<br />
company, created for active young<br />
teenagers through late 40’s who<br />
lives an active lifestyle.<br />
Objective: To develop a retail brand<br />
and create a visual retail store, floor<br />
plan, and interior display<br />
Inspiration: Nike<br />
Software used: Adobe Illustrator
14 // visual merchandising<br />
PROFIT<br />
CATCH THE WAVE<br />
MVMT_PROXIII<br />
LIMITED EDITION<br />
WE<br />
LA<br />
STORE FRONT
15 // visual merchandising
16 // visual merchandising<br />
MISSION STATEMENT<br />
Our goal at PROFIT is to create products that will spark the nation’s interest to live a<br />
more active lifestyle. Active living is our core focus; therefore our mission is to inspire<br />
and motivate all the people in the world through our authentic and innovative brand.
!<br />
17 // visual merchandising<br />
INTERIOR<br />
3,072 sq. ft.= 1/8” scale<br />
48 ‘<br />
22 ‘<br />
5’<br />
8.5’<br />
(ADA)<br />
// FLOOR PLAN<br />
7’<br />
7.5’<br />
DRESSING ROOM<br />
12 ‘<br />
STOCKROOM<br />
22’<br />
64 ‘<br />
!<br />
!<br />
!<br />
!<br />
5’<br />
19’<br />
! !<br />
!<br />
OPEN BACK WINDOW
!<br />
!<br />
18 // visual merchandising<br />
CORNER VIEW > > ><br />
13 ‘ EMERGENCY EXIT<br />
W E R U N L A<br />
OFFICE<br />
12 ‘<br />
(ADA)<br />
RESTROOM<br />
LIGHT / MEDIUM IMPACT<br />
DRI-FIT<br />
9’<br />
CASHWRAP<br />
10’<br />
!<br />
19’<br />
!<br />
5’<br />
CLOSED BACK WINDOW
FUNDAMENTAL<br />
OF STYLING
21 // fundamental of styling<br />
// STYLING BOOK<br />
Objective: To choose a fashion<br />
concept and create a styling book<br />
Inspiration: Juxtaposition theme<br />
Software used: Adobe Illustrator<br />
Adobe Photoshop<br />
Adobe InDesign
22 // fundamental of styling
23 // fundamental of styling<br />
PREVIEW > > >
24 // fundamental of styling<br />
> > >
25 // fundamental of styling
26 // fundamental of styling
PRODUCT<br />
DEVELOPMENT
29 // product development<br />
// PRODUCT DEVELOPMENT<br />
Objective: To collaborate with a fashion<br />
design student to create and develop a<br />
new product line for an existing retail brand<br />
MOSC<br />
FI<br />
Skills: Conceptualized, team work, communication,<br />
strategic thinking, technical<br />
knowledge, and collecting and analyzing<br />
data
30 // product development<br />
HINO<br />
T<br />
Software used: Adobe Illustrator<br />
Adobe Photoshop<br />
Powerpoint
r<br />
31 // product development<br />
//THE BRAND //<br />
Collaborati<br />
MOSCHINO +<br />
MOSCHINO, is one of the greatest Italian fashion houses that specializes in<br />
ready-to-wear, leather and fashion accessories, shoes, luggage, perfume, and<br />
etc. The fashion label quickly became famous for their innovative, colorful,<br />
rebellious and charismatic designs. Moschino represents high fashion but it<br />
positively stands out from other luxury brands and is certainly easy to notice.<br />
MOSCHINO<br />
stay active<br />
MOSCHINO<br />
stay active
r<br />
32 // product development<br />
ve Project<br />
GATORADE<br />
// CONCEPT //<br />
Gatorade, is the design concept chosen for the brand’s new product line. It is<br />
a sports- themed beverage, built around its signature line of various flavored<br />
sports drink. The lightning bolt is the most important and recognizable part of<br />
the Gatorade logo. Gatorade represents youth, active lifestyle, and athleticism.<br />
MOSCHINO<br />
stay active<br />
MOSCHINO<br />
stay active
33 // product development<br />
New Product Line //<br />
MOSCHINO FIT > > ><br />
• Spring / Summer 16<br />
• Innovative active wear<br />
• Fun edge and unique design<br />
• Energetic and vibrant colors<br />
• High-quality materials<br />
• Pricing: $149-$499
34 // product development<br />
WHY THIS LINE FITS & FILLS A NEED<br />
• Moschino does not have an active wear line; therefore creating this new line<br />
will allow the company to sell more products to current customers and attract<br />
new customers.<br />
• People are more focused on body image, health, and the need to be fit, than<br />
they were few years ago.<br />
• “Athleisure” is one of the biggest trends influencing the fashion industry.<br />
• It will increase brand image.
35 // product development<br />
// MARKETING PROCESS STEPS<br />
SITUATION ANALYSIS
36 // product development<br />
MARKETING<br />
STRATEGY<br />
MARKETING MIX<br />
DECISIONS<br />
IMPLEMENTATION<br />
&<br />
CONTROL
37 // product development<br />
// SWOT ANALYSIS<br />
• Established fashion house<br />
• Associated with Aeffe<br />
s.p.A<br />
• Strong parent brand’s<br />
distribution network and<br />
financial stability<br />
• Good presence in Italy<br />
and some other European<br />
countries<br />
• Individualistic designs<br />
• Variety of lines to appeal<br />
to a broader range of<br />
customers<br />
• Limited b<br />
globally as<br />
some othe<br />
• Penetratio<br />
Americas<br />
emerging<br />
• Insufficien<br />
• Insufficien<br />
Asian ma<br />
S<br />
STRENGTHS<br />
WEA<br />
W
38 // product development<br />
rand awareness<br />
compared to<br />
r apparel brands<br />
n is less in<br />
and the<br />
economies<br />
t advertisements<br />
t focus on the<br />
rket<br />
• Increasing disposable<br />
incomes in emerging<br />
countries<br />
• Growing awareness of the<br />
fashion industry due to<br />
media<br />
• Association with celebrities<br />
• International expansion<br />
• People accepting fashion<br />
trends as a part of everyday<br />
lifestyle<br />
• Threats from cheap and<br />
fake imitations<br />
• Product substitutes is<br />
easily available<br />
• Ideas can be easily copied<br />
by other players<br />
• Competitive market<br />
KNESSES<br />
O<br />
OPPORTUNITIES<br />
T<br />
THREATS
39 // product development<br />
// DEMOGRAPHICS<br />
TARGET MARKET > > ><br />
• Sex: Female<br />
• Age: 21-35<br />
• Occupation: White-collar professiona<br />
a degree, artists, singers, actresses, w<br />
in the fashion industry<br />
• Income: $30,000 +<br />
• Marital Status: Single<br />
• Major Cosmopolitan Cities: Los Angel<br />
New York City, London, Paris, Singap<br />
• Segment: Premium elite, fashionable p<br />
• Social Class: Urban Upper-middle-clas
40 // product development<br />
// PSYCHOGRAPHICS<br />
• Buying Habits: Makes a purchase every week<br />
• Personality: Outgoing, social, daring, motivated<br />
ls with<br />
orks<br />
es,<br />
ore<br />
eople<br />
s<br />
self-expression and individuality, appreciate the<br />
unconventional, and adventurous<br />
• Lifestyle: Luxurious, fashionable, brand loyal,<br />
active, and leisure activities includes clubbing,<br />
partying and entertainment events<br />
• Values: Quality and length of use, bold designs,<br />
creativity, pop culture, and appearance<br />
• Motives: Seeks attention and fashion forward
41 // product development<br />
MARKET RESEARCH //<br />
CURRENT COLOR DIRECTION > > ><br />
SPRING / SUMMER 2016
42 // product development<br />
CURRENT TEXTILE DIRECTION > > ><br />
• High function with PES, PA and<br />
blended natural fibres<br />
• Soft handle with a natural on-skin<br />
feel<br />
• Variety of structures; engineered<br />
micro structures to smooth<br />
compressive knits<br />
• Quick drying and with top thermal<br />
retention and high elasticity<br />
• A variety of structures and fibres<br />
from cotton, polyesters, and<br />
natural blends<br />
• Medium-function knits focus on<br />
surface effects and comfort<br />
• New lightweight wovens with high<br />
function and stretch<br />
• Double-faced and bonded fabrics<br />
with contrast texture and colour<br />
• Toughest fabrics have soft, light<br />
textile-like handle and elasticity<br />
• Performance fabrics take on a<br />
casual feel and finishes<br />
• Highly breathable<br />
• Lightest weight and finest shells<br />
remain incredibly tough<br />
• Smart fabrics adjust to climate<br />
conditions
43 // product development<br />
CURRENT KEY TRENDS > > >
44 // product development
45 // product development<br />
MARKETING PLAN \\<br />
POP-UP STORE CONTAINER > > ><br />
POP-UP SHOP > > ><br />
to create buzz for the new product<br />
line of the brand, build awareness,<br />
encourage spontaneous purchases,<br />
reach new audiences, and generate<br />
more sales.<br />
Marketing ideas: • Fashion Show<br />
• Event Hosting<br />
• Social Media<br />
• Celebrity Endorsement<br />
• Adopt A Cause<br />
• Storefront Launch<br />
• Digital PR Campaign<br />
• Host A Flash Mob<br />
Fashion Show
46 // product development
47 // product development<br />
MOSCHINO<br />
a c t i v e - w e a r<br />
F L Y E R > > ><br />
POP-UP STORE<br />
NEW LINE // STAY ACTIVE<br />
MARCH 23-MAY1<br />
MOSCHINO-FIT@IG
48 // product development<br />
< <
MOSCHIN<br />
49 // product development<br />
MOSCHINO FIT //<br />
LOGO DESIGN > > >
50 // product development<br />
O<br />
EM<br />
MOSCHINO<br />
Design influences: • Gatorade logo<br />
• Lightning bolt<br />
• Moschino logo
HANG<br />
51 // product development<br />
MOCK-UP DELIVERABLES > > ><br />
Business Card<br />
Executive Creative Director: Esther Mo<br />
Execitive Designer: Krys Harrison<br />
Creative Designer: Marina Marques<br />
2 7/8 in.<br />
MOSCHINO<br />
stay active<br />
EM<br />
M<br />
VISIT US @<br />
MOSCHINO.COM/ACTIVEWEAR<br />
MOSCHINO<br />
active wear<br />
r<br />
IG:<br />
POWEREDBYMOSCHINO<br />
2 inches
52 // product development<br />
Hang Tag<br />
Packaging<br />
TAGS<br />
M<br />
POWERED BY<br />
MOSCHINO<br />
VISIT US @<br />
MOSCHINO.COM/ACTIVEWEAR<br />
IG:<br />
POWEREDBYMOSCHINO<br />
MOSCHINO<br />
stay active
53 // product development<br />
PRODUCTION STEPS<br />
// PRODUCTION PROCESS<br />
Research<br />
•C<br />
re<br />
Design<br />
Development and Selection<br />
•C<br />
lin<br />
an<br />
•D<br />
se<br />
Marketing to Retail Buyer<br />
Preproduction<br />
• S<br />
or<br />
• S<br />
•R<br />
Sourcing<br />
•S<br />
• O<br />
Production and Quality Control<br />
•A<br />
pa<br />
Distribution and Retailing<br />
•S
54 // product development<br />
DATES<br />
ollect data, analyze and interpret data, prepare research report,<br />
search future trends<br />
reate and sketch designs, choose fabrics and color palette, create<br />
e sheets, estimate wholesale and retail price, create spec sheets<br />
d construction details<br />
evelop all of the design and evaluate their production process,<br />
lect design for the new collection<br />
chedule meeting with sales reps, show collections at showrooms<br />
market week<br />
trategic sourcing for materials<br />
January 2016<br />
February - March 2016<br />
April 2016<br />
May 2016<br />
esearch possible vendors; take the pattern June 2016<br />
elect vendors, fabric, and trimming<br />
rders<br />
ssembling, trimming, sewing label, quality control, approval, and<br />
ckaging<br />
July - September 2016<br />
October - December 2016<br />
hip all orders to stores, discuss volume with retailers January - March 2017
TECHNICAL<br />
DRAWING
57 // technical drawing<br />
// TECHNICAL DRAWING<br />
Objective: To apply knowledge<br />
of fashion forecasting; create a<br />
Spring / Summer 2017 fashion<br />
trend forecast mood board<br />
Inspiration: • WGSN<br />
• Culture & Lifestyle<br />
Software used: Adobe Photoshop<br />
Adobe Illustrator<br />
SPRING / SUMMER<br />
WOMEN // ACTIVE WEAR
58 // technical drawing<br />
EN<br />
COUNTER<br />
2017<br />
CULTURE
59 // technical drawing<br />
MOOD BOARD THEME //<br />
ENCOUNTER CULTURE<br />
Cultural Influences On Trend Forecasting<br />
Fashion and culture have always gone hand in hand. Fashion culture and<br />
design affect each other and everything we see, feel, and make. Here,<br />
a forecast of the fashion and culture that will define the year to come.
60 // technical drawing<br />
> > ><br />
ENCOUNTER<br />
CULTURE<br />
Spring/Summer 17
61 // technical drawing<br />
// THE FASHION TREND FORECAST<br />
ACTIVE COLOR<br />
DIRECTION S/S 17<br />
ENCOUNTER CULTURE<br />
Active Textile Direction S/S<br />
ENCOUNTER<br />
CULTURE<br />
Yuan Chan Textile Co.<br />
3D Volume Base Layer<br />
Designed to work with the skin.<br />
enables free and unrestricted<br />
movement.<br />
Properties: lightweight volume/<br />
high-stretch/improved breathability/quick-dry<br />
Luxurious Gold<br />
Surface: woven & jersey<br />
with a metallic exterior<br />
Properties: lightweight/<br />
active stretch/quick-dry<br />
/wind proof<br />
/thermoregulating<br />
Liquid S<br />
Surface: Perfor<br />
shimmer in hig<br />
and gloss<br />
Properties: acti<br />
protection/wick<br />
/anti-o
62 // technical drawing<br />
17<br />
ENCOUNTER CULTURE<br />
Key Items S/S 17- Active Women<br />
Honmyue Enterprise<br />
Ya Champion<br />
Industrial Co.<br />
Sculpted Power Bra<br />
Cropped A-line<br />
Cropped Hoodie<br />
Three-Quarter Mesh Panel TIght<br />
himmer<br />
Extra-Lite High-<br />
Functioning Fabric<br />
DecorativeEffects<br />
mance knits<br />
h-shine yarns<br />
nishes<br />
ve stretch/UVing/quick-dry<br />
dour<br />
As little as 20g/SMM, S/S 17<br />
fabrics are technical, packed<br />
with performace atttributes.<br />
Semi-opaque aspect and<br />
paper nish for extralight<br />
jackets for high-intensity<br />
sports<br />
Surface textures (eyelet<br />
mesh) are ideal for tness<br />
and swimwear. Very<br />
lightweight and stretchy.<br />
100% Polyester<br />
Four way stretch: 15%<br />
Layered Short<br />
Blunt Boxy T-Shirt<br />
Crop-Top Layered Tank<br />
Deep-Plunge Leotard
63 // technical drawing<br />
EN-<br />
COUNTER<br />
CULTURE<br />
SPRING / SUMMER 2017<br />
ITALIAN NYLON LYCRA<br />
80% Nylon 20% Lycra<br />
Offers great stretch and resistance<br />
body acids<br />
INDUSTRIAL METAL<br />
New reflective finishes on je<br />
and woven; shifting color-effects/<br />
handle/ lightweight/ active str
64 // technical drawing<br />
LICS<br />
rsey<br />
soft<br />
etch
65 // technical drawing<br />
EN-<br />
COUNTER<br />
CULTURE<br />
SPRING / SUMMER 2017<br />
WICKING JERSEY<br />
Great material for athletic and outdoor<br />
wear. Wicking fabrics pull moisture away<br />
from the body to quickly evaporate it,<br />
leaving garments dry and warm
66 // technical drawing
FUNDAMENTAL<br />
OF DESIGN
69 // fundamental of design<br />
// TEXTURE ART<br />
I’m just a girl _<br />
“ who is trying to find a place<br />
in the world where somebody<br />
will accept me, flaws, and all.. ”<br />
Objective: To create an artwork with<br />
techniques that use texture-contrasting<br />
rough areas with smooth one; utilizing<br />
charcoal pencil and surroundings<br />
Inspiration: Myself
70 // fundamental of design<br />
I’m Just A Girl<br />
Medium: • white paper<br />
• charcoal pencil<br />
• scissor<br />
• glue stick<br />
• surface objects
THANK YOU
MOM & DAD<br />
I could not have done it without your selfless love,<br />
support, and inspiration.<br />
Thank you and I love you.
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