Dessous
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Transcript of Dessous
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
“We are your support system”
For immediate release.
October 16, 2013
Zoe FuhrDesigner/Creative Director(778) [email protected]
DESSOUS was founded in 2013 by designer Zoe Fuhr. Handmade from natural fibers, Dessous specializes in fine quality women’s intimate apparel. Designed and manufactured locally in Vancouver, we believe that quality is of more importance than quantity. The Dessous design team offers custom and exclusive collections twice a year. Bringing in Spring/Summer 2014 this year, we are introducing light and creamy colour palates, with the combination of delicate and durable fabrics. We are working from silks, cottons, linens and lace. Expect to see ecrus, nudes, dusty pinks and pale blues. At Dessous we value the feminine purity and modesty of a woman. We believe it is important that our designs are a natural fit for our client, practicing our ‘support system’ approach. At Dessous, we focus on the comfort of our client above all else. With subtle seems and flexible fabrics, we are sure to have women on the West Coast feeling supported and sexy this Spring and Summer.
As of March 30, 2014, DESSOUS will be available in exclusive designer boutiques throughout Vancouver.
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
DESSOUS is the French derivative of ‘underneath’ and was originally inspired by Parisian lingerie. Known for their delicate and intricate sheers and laces, our goal at Dessous is to bring the same elegance and romance to the West Coast of Vancouver. Our intimate apparel designer brand represents femininity and beauty for Canadian women. Dessous understands that a woman’s skin is sensitive and we have found the right combination of fabrics to ensure optimal quality and comfort. Featuring light weight silks, cottons, sheers and lace, our collections are made from custom sewn organic materials for all shapes and sizes. Our strategic stitching provides a ‘barely there’ sensation, while supporting a woman’s most important areas. We understand that the natural curves of a woman’s body go far beyond three standard sizes, which is why Dessous has built a specialized sizing system. Our adjustable and flexible bras create a flattering and sexy appeal, while maintaining an easy to wear and breathable fit. With the option of wearing our intimates under your garments or in the bedroom, Dessous bridges the gap between function and fantasy. Wanting to accomplish an airy and flirty dynamic for Spring/Summer 2014, we have chosen a light and natural pastel palate of ecrus, dusty pinks, light greens and periwinkle blues.
DESSOUS is an exclusive brand. We do not believe in mass production, we would rather take the time and care to ensure that each of our clients feel comfortable, supported and sexy- after all, isn’t that what every woman wants...
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
“We are your support system”
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Peach Set:
2 piece $ 176 retail
Flexible bra with adjustable straps and geometric embellishment
Matching flexible shorts with geometric embellishment
Made from
75% organic silk
25% organic cotton lace
Available in
Peach
Light Grey
S/S 2013
#2001
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Periwinkle Jumpsuit:
One piece $126 retail
Mini short jumpsuit with ruffle finish and adjustable halter top
Made from
100% organic cotton lace
Available in
Periwinkle blue
Ecru
S/S 2013
#2002
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Sheer Bra Set:
2 piece $156 retail
Sheer bra with lace finish and adjustable straps
Matching low-rise thong
Made from
85% organic silk
15% organic cotton lace
Available in
Rose
Sage
S/S 2013
#2003
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Sheer Slip Dress:
One piece $ 156
Short and sheer slip with flexible waist and adjustable straps
Button down lace finish
Made From
85% organic silk
15% organic cotton lace
Available in
Cream
Latte
S/S 2013
#2004
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Daisy Bangle:
$76
Thick bangle bracelet with floral rhinestone embellishment
Made from
Porcelain
14 carat gold
Semi precious rhinestone
Available in
Rose and Robin’s egg blue
S/S 2013
#4006
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Advertising Plan and Media Plan: Clients:
Target Market:
Gender: Female
Age: 22-35
Geographic location: Vancouver, BC
Income: $50-150K/year
Occupation: Young professionals
Potential Retail Buyers:
Vancouver:
BOARD of TRADE CO.Secret LocationOak + FortAnthropology
Our advertising objective at DESSOUS is to increase awareness about our label in Vancouver by 50% within the first 1.5 years of its release. Our priorities are not only to educate our target market but also to educate Designer retail buyers in Vancouver about our intimate apparel line and our values as a local company. Through strategic marketing techniques, Dessous will stimulate intrigue about the brand, ultimately resulting in sales increase. By carrying our label exclusively to Designer boutiques in Vancouver, Dessous will improve foot traffic in these select retail locations, providing a win-win business relationship with our buyers. We strongly believe that an initial local recognition is the most important step for growth; this being said, Dessous does intend on expanding Nationally and even Internationally in the future.
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
MEDIA:
Print Press:
Where- Local Vancouver publications:
When- March- June 2013
The Georgia Straight The Globe and Mail
The Province
Direct Mail:
Buyer’s look books to be delivered to retail locations twice a year.(Spring/Summer collection= November)(Fall/Winter collection= March)
Online Advertising:
Active Facebook and Twitter accounts(including written and visual updates)
String Magazine (online publication)
Publicity Programs/Activities:
Ready-to-wear Fashion show at Vancouver Fashion Week
March 19, 2014
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Promotional Images
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
Promotional Images
Budgeting:
Corporate identity program:
(Trademark and Logo design)
Graphic designer= $300
Photo shoot breakdown:
Models- $300/day (x3)= $900
Agency fee= $225
Photographer/lighting= $4,000
Stylist (Zoe from Dessous)= $0
Location fee (Zoe’s studio)= $0
Makeup/Hair= $400
Miscellaneous= $225
Print Publications:
Georgia Straight= $ 5,000/annual
Globe and Mail= $18,000/ annual
The Province= $11,00/ annual
Publicity Programs:
(Vancouver Fashion Week)
Total Fashion Show cost= $8,000
Total costs 2013= ! ! $48,050
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304
2013-2014
12 month breakdown:
September- Photo shoot
October- Look books into production November- Press release
December - Look book deliveriesJanuary- Garment production
Feb- On the racksMarch- Ready-to-wear show
April----- Print Press (Daily publications for 6 months)
May-Sept- Retail Sales
Suite 202, 2321 Scotia Street Vancouver, BC www.dessous.com [email protected] tel: (778) 887-2304