C A R I S S A A R I E S T A
"Unconscious Beauty" - First collection of the brand LYON
Product Development
Click here for Merchandising Planning
Click here for "Unconscious Beauty" Collection
by Carissa Ariesta, Sadiq Shah, Vanetta Lim
BRIEF PRODUCT INTRODUCTION
CONTEMPORARY ROMANTIC MENSWEAR
CONTEMPORARY ROMANTIC MENSWEAR
Fusing traditional menswear garments with feminine elements, this brand aims to create menswear that pushes beyond barriers. A brand for the new male, a person that is not afraid to be flamboyant and blur the lines of gender. Each collection explores what it means to be a male in today’s society.
FLAMBOYANT /
ROMANTIC /
INDIVIDUALISTIC /
SARTORIAL /
GENDER FLUIDITY
BRAND STORY
The rug has been pulled and guys are now starting to reassess their identity and what it means to be a male in this climate of the #metoo movement.
We want to be a brand that allows guys to express their different types of maleness. The aim of this brand is to contribute to a discussion that destigmatises a singular way of being a man. With each collection, we want to show a nuanced guy, each varying in maleness and punctuating the idea that there is no wrong or right way to be a male in today's society.
BRAND STORY
BRAND STORY
Brand Logo
inspired by the idea of crest
PRICING
Tops : $90 - $290 Bottoms : $150 - $400 Outerwear : $300 - $500
COMPETITOR
COMPETITOR
1. Palomo Spain
Revolves around gender-bending collections relating to masculinity
and femininity with a slightly higher price point
COMPETITOR
2. Helmut Lang
Explores unisex style of fashion, emphasising on minimalism and known for its fetishistic ideas
CUSTOMER PROFILE
CUSTOMER PROFILE
FLAMBOYANT / EXPRESSIVE / FREE-SPIRITED /
CREATIVE / INDIVIDUALISTIC / CONFIDENT
MERCHANDISING PLANNING
MERCHANDISING PLANNING
Overall Assortment Tree
SALES PROJECTION
SALES PROJECTION
WEEKLY BASIS
MERCHANDISING
1 month sales = 4 x 1 week sales
= 4 x $10,900
= $43,600
YEARLY BASIS
OPERATIONAL EXPENSES
INITIAL MARKUP
Operational Expenses + Profit + Reduction
Net Sales + Reduction
41% + 5% + 2%
100% + 2%
48%
102%
47%
As an e-commerce brand, operational expenses are low - resulting to a low percentage of initial mark up. However, we plan to have 70% initial mark up
x 100%
x 100%
x 100%
INITIAL MARKUP
6 MONTHS PLANNING
6 MONTHS PLANNING
PROFIT & LOSS
PROFIT & LOSS
Any percentage higher than 77% is a profit and any percentage lower than 77% is a loss to the company.
"UNCONSCIOUS BEAUTY"
OUR COLLECTION
"UNCONSCIOUS BEAUTY"
INSPIRED BY THE IDEA OF ROSES & THORNS
INSPIRATION BOARD
MOOD BOARD
SPRING / SUMMER 2020
DETAIL BOARD
