Bowie WongPortfolio
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Transcript of Bowie WongPortfolio
Fashion Merchandising and BuyingAcademy of Art University
PORTFOLIO
Tel: (425) 343-3466 E-mail: [email protected]
Bowie Wong Po Yee
Bowie Wong, grew up in Hong Kong, China. She is currently in her senior year at the Academy of Art University. She is pursuing a Bachelor of Fine Arts with a focus in Fashion Merchandising and anticipates graduating in May 2015. She received President’s Honor List for her first term honor. Her creative and impressive course works have been praised by her instructors.
She currently has an internship at Icon Smartech as a marketing assistant. This provides her a great opportunity to learn the professional marketing and advertising strategies for tech and retail industry. She has strong communication and organization skills, and is able to speak three languages fluently.
Meanwhile, she is a jewelry designer focused on metals and clay. She has founded BowtiqueW selling her handmade jewelry. She also sold her products in flea markets. These valuable experiences helped her on exploring the jewelry and fashion industry. Her career goal is to be a professional buyer in the fashion field for a high-end retail brand. Besides her passion for fashion and designs, she is an active and outdoor girl, and won over 30 medals in the sport field of Volleyball and Handball.
Biograpgy
Product Development 4 - 9
Jewelry E-commerce Development 10-17
Business Planning - Crafe 18-23
Marketing Plan - Bikeista 26-33 Styling 34-39
Resume 40
Table of Content
Product Development
Fibulae
F ibulae
Goal
The four founders are working together to create a new jewelry brand called Fibulae. The goal is to repurpose
materials and turn it into beautiful jewelry pieces. The reason of choosing safety pin is because the founders bealieve each
materials has its unique features.
Skills
Soft skills:Team Work
Effective CommunicationCreative and Innovative Design
Planning and Organizing
Hard skillsJewelry Production
Adobe illustratorAdobe Photoshop
Product Development
Founders
FibulaeStarted by Four Founders: Bowie, Sharon, GoUn, Dewi. We design and produce high quality safety pins jewelry. Our concept is to reuse the industrial materials and recreate a different appearnce by using this material.
Mission Statement
Fibulae is a brand that design and produce high quality safety pins jewelry. Everyone deserve to look great, and we want to be the one who make that happen. Our affordable price merchandise is going to make the outfit looks even better.
Achievements
Sold products to the buying team of Academy of Art University Spring Show 2013 Pop up store and interviewedwith 7x7 Magazine San Francisco Magazine.
Product Development
Social Media
Product Development
Product Development
7 x 7 MagazineInterviewing and article
Academy of Art Spring Show 2014Pop-Up Store
Product Development
Jewelry Brand Development
Bowtique W
Jewelry Brand Development
Goal
The goal of this project is to develop a successful jewelry e-commerce which sells high quality jewelry product with
unique designs. The theme is flowers which is inspired by the watercolor paintings of the beautiful flowers in the nature. This project shows the design part of the business, including jewel-ry development, package design, website layout, and product
style.
Skills
Soft skills:Assortment Planning
Projected Sales PlanningCommunication with Vendors and Customers
Hard skills: Jewelry DesignPackage Design
Web DesignSourcing
Product Manufacture Photography
Visual Merchandising
Jewelry Brand Development
BowtiqueW Philosophy
We handcraft each of our product to bring you the unique designs that you can only find here in BowtiqueW. Each product is made with love and care for our customers. We keep creating and improving our products to bring the best of the best to
you. We improve our products by listening to what our customers want, and we provide the best products and service to our customers to make you satisfied.
Brand Concept
BowtiqueW is named after its owner, bowie. We are a store that create handcrafted accessories for you and your home with dedication, love and care. We provide different styles to suit different people, it is a place where you can pick what you want among all our beautifully made products. We love the nature and appreciate the beauty we see everyday, and
we want to share this beauty with more people, and bring colors and happiness to them.
Jewelry Brand Development
Inspiration Board
Product Category
NecklaceBracelet
Earring
Jewelry Brand Development
Package Designs
Jewelry Brand Development
Website Designs
Jewelry Brand Development
Product Styling
Jewelry Brand Development
Business Planning
Crafe
Business Planning
GoalThis is the business plan of a fashion cafe where fashion
goods, pastries and drinks are sold. This store is going to be located in San Francisco. There will be two sections in the boutique, one is the fashion store and the other one is the
cafe. This plan includes the target customer,, merchandising, marketing, organization and finance.
Skills
Soft skills:Creative Thinking
Business Trend Awareness Merchanidsing Strategies
Research and Analysis Planning
Hard skills: Adobe Illustrator
Visual MerchandisingSourcing
Crafe , which means craft and café, is the name of the business. It is a place where provides a
comfortable and nice environment for customers to enjoy their time with some bakeries and drinks, and it is also a place where customers can shop and purchase the merchandise and accessories, like jewelries, scarves, handbags, shoes and clothes, etc. that are sourced from
different countries and some are made by the company.
Mission Statement
Crafe is where provided both time enjoying moments and merchandise shopping place in one single store. We look forward to provide the most comfortable and unique shopping experience to our customers with reasonable and high quality products and service. Our online store is to provide a convenient way for customers to purchase our products from all around the world and the comfortable, relaxing café and shopping environment in the
physical store will put our customers in a good mood to shop for what they desire.
Business Planning
Target Customers
Age: from the early 1980s to the early 2000s (around age 13-33)Gender: FemaleFamily size: 1- 4
Family Lifecycle: Young, single; young, married, no children; young, married with children
Income: $20,000- $50,000Education: high school graduated, college graduated
Market Analysis
Handbag Market:The US handbag market is expected to reach $9 billion by 2015.
The market will be driven by a rising number of females aged 15 to 34 in the US population, greater demand for branded goods in Asian markets, and higher demand for designer
handbags worldwide.
Footwear Market:The global footwear market is expected to reach $195 billion by 2015.
The market will see demand rise as the economic climate improves and consumer confidence builds. In terms of volume, sales are expected to exceed 13 billion pairs.
Luxury Accessories Market (Jewelry, watches):The luxury accessories market will exceed $307 billion by 2015
The market is fuelled by demand from emerging countries, diversifying consumer profiles from rich populations to less affluent consumers, and evolving consumer behavior.
Business Planning
Merchandise
GarmentsShoes and Handbags
House designed Jewelries
PastriesDrinks
Service
Personal stylist: we provide stylist who helps on planning the whole outfits for customer and provide professional advice for customers.Return service: customers can return their merchandise that is broken or damaged within 7 days of purchase.Repair service: If customer’s accessory is scratched or broken, we can repair for them. There is a 30 days warranty for all our jewelry products.Customize service: we can custom accessories for the customers, they can choose to design their own accessory, and we make for them.
Business Planning
Business Planning
Market Potential
Fashion Industry- Exceed $621 billion in 2014, marking a 12% increase in five years.
- Clothing retailers account at almost 65% in terms of value.
E-Commerce Industry- 2.5 billion people using the internet in 2012
- Consumer e-commerce sales are estimated to reach approximately 69 billion U.S. dollars. - Forecast indicates that the sales on 2016 will be at least $22 billion higher than 2014.
Cafe Industry- Cafés/bars in the US is predicted to rise by a 3% constant value CAGR to achieve US$50.7 billion in foodservice
value sales in 2017. - The draw of offering more types of food in traditionally beverage centric establishments will only increase.
Competitor Profile
Fashion retailerAcrimonyIt is a fashion retailer that sells merchandise of different brands, and their price point is around $30 to $480. Their target market are female and male age around 20- 35.
CaféReveille Coffee Co.It is a café located in 200 Columbus Ave., S.F, CA 94133. It is a café offer breakfast and lunch, as well as high quality drink. They offer both sweet and salty pastries. They provide a relaxing environment for people to get rest in the busy San Francisco area
Organizational Chart
Business Planning
Business Planning
Business Goals
market penetration – selling more of its products to existing customersmarket development – selling its products to a wider market
product development – increasing the product portfolio by selling new products or services to existing markets
Marketing Plan
Bikeista
Marketing Plan
GoalThis is a marketing plan for a bike clothing startup which is
based in San Francisco. From SWOT, Survey to marketing event planning, it provides marketing ideas based on the target mar-
ket of the company and presented to the company founder.
Skills
Soft skills:Team Work Leadership
Team Communication Problem Solving
Innovative Thinking Decision Making
Hard skills: Adobe Illustrator
Adobe Photoshop
Marketing Plan
Company Background
BIKEISTA was created in February of 2014 by Lucas Plumb, PhD, an architect and psychologist who uses a bicycle as her primary mode of transportation. “I have ridden my bike to work at various times in my life and eventually I started riding to the symphony, to parties and to grocery shop as well. I began to buy clothes that were dressy, but easy to ride in. People would often ask where I found them so I decided to start a business that would make these kinds of clothing more available and support women in using their bikes for transportation. BIKEISTA also employs a merchandising director, Cecilia Yang, and an administrative assistant/seamstress, Penny Potter. Yuliya Rachel has served as a consultant and has been extremely valuable to learning the ropes of the fashion business
Marketing Plan
Age: 40 - 54Generation X / Early Baby boomer
Demographics:Northern California, cold climate, women need to be warmed up. Cycling community, bike is one of the main transportations in the city.
Psychographics:Women bicyclists who ride for transportation, i.e. bike to work, bike to party, bike to meet up, bike to shop, etc. They want to be healthy, plus socially and environmentally conscious.
Target Market
Company SWOT Analysis
Strength:- Different style of one products
- Different Fabric
Weakness:- Expensive
- Too many local competitors- No connection with social media
Oppotunity:- Do promotion during the events of sfbike.org
- Hold an event called Bikeista Womens Bike Marathon (From Golden Gate to Mission District)
Threats:- Cannot compete by prices- Nobody buys the products
- Nobody understand the feature of the main product (Skirt)
Marketing Plan
Marketing Theme
#BikisdafunEvents
1. Car Warp2. Scavenger
Car Warp
Car Wrap Service From $199.00 t o $299.00 for Sedan Car Wrap Design - Hire Freelance Graphic Designer $200 (Estimate 3 hours work, $65/hr) Monthly Car Rental (depends on miles they drive) $50 - $400/ month
Total Cost:$520 / car per month Cost is adjustable
Scavenger
T-shirt for players $5 each 35 players a day = $175
Event Helper $12/hr
5 helpers for 6 hours = $360
Location Free
Rewards $150 gift card for winning team
Total Cost: $535
Rewards: $750
Cost for Events
1.
2.
Marketing Plan
Car Warp
Car Wrap & Design
- Rent car and wrapped with Bikeista ads by using car wrap service
- Focus on the Bay Area where concentrated with local cyclists to promote the Bikista Brand.
Outcome
• 48% of those polled viewed car wraps as the most unique advertising medium available.
• Car wraps and television ads were viewed as the two most memorable media.
• 47% of 18-34 year olds surveyed found car wraps especially memorable.
• Car wraps rank highly among advertising media for positive associations.
• Of the target population, 61% spend over 1 hr per day on the road and 33% spend over 2 hrs.
Marketing Plan
Bikeista Scavenger Hunt
On official Bikeista Facebook page women can find photo pieces of the most famous places in San Francisco. The whole idea is playing game in group of your friends, where women bikes around San Francisco, which helps to strength the community of city. At the end of game, Bikeista provides free blank t-shirts with a company's logo. Our group of women should find a place and take a powerful photo under hashtag. Who is going to be the fastest and more photo downloader under #BikeistaSuperWoman
Outcome/ Rewards
Winning team will get $150 gift card per every team member and certificate of "Showing real friendship activity". Also, it does not matter how many members is going to be in the team, because the most important is having fun and enjoying
biking with your friends at Bikeista clothes.
Marketing Plan
Bikeista Public Relation
Bikista is a brand that promotes a healthy lifestyle with biking and creating functional clothes for bikers. We gain exposure to the target audiences and enhance the brand image of Bikista through the followings. These can also achieve the social responsibility of Bikista.
We Bike and We plant- Cooperating with some local volunteer organizations - Bikista provides bikes and clothes for the volunteers.
- Volunteers will wear Bikista products and bike to the destination and plant new trees for the city.
Non-profit Donation10% of Bikista’s February income goes to the American Heart Association-Go Red For Women
Shop more than $100Customers who spend over $100 will get a free Bikista towel (with the brand logo on it)
21
3
Styling
LES COUNT DE FEES
Styling
GoalThis is an editorial shoot which expressed the ideas
of a doll. It was inspired by the Folk Fairytale.There are outfits for this shoots which are
the Fairytale, Dollgirl and the Folk.
Skills
Soft skills:Outfit Planning
Time ManagementCommunication
Hard skills:
Styling
Styling
Inspiration / Mood Board
Styling
Styling
Styling
Conclusion
Through these exercises, I came away with a greater understanding of brand development, business planning and marketing, as well as styling perspectives. I realize I have learned a lot through my projects, including both hard and soft skills. I have developed my hard skills in information re-search, market analysis, products design and manufacture, merchandising skills and Adobe creative suites. These projects also gave me opportunities in enhancing my skills in communication, organization, creative thinking, team working as well as leadership. I hope you enjoyed my portfolio. Thank you for your time.
F ibulae