Jennifer N. Morris

Merchandising process

Brand StrategyTrend Research

Product DevelopmentInventory Management

MarketingE-Commerce

Brand StrategyPrograms & Skills Mastered:

• Knowledge of the components of a brand

• Ability to Identify & explain the essential elements of a brand strategy

• Discuss how branding is used to create a position in the marketplace

• Ability to Identify different brand strategies that are most appropriate for each stage of the market life cycle

• Ability to Identify the ways that brand equity can be measured

Logo Overview

Preferred gradient marks for print Alternate flat marks for print Screen

Clear space Minimum sizeFile nomenclature

Use the preferred single color version of the logo whenever possible - even in CMYK if available.Do not use color logos for reverse back-ground printing.

Use 1-color dark blue version when 1-color black version cannot be used.

Use 1-color white version for all reverse background printing.

Use the RGB version of the artwork on screen and in digital applications

The preferred logo and alternates can be scaled down to a minimum height of 1.75”. Always maintain the logo's aspect ratio when scaling .

The clear space around our logo is equal to the full height and width of the logo.

capodesigns_rgb_pos.png

1.75”

Preferred 1-color

capodesigns_1c_pos.eps

capodesigns_dkblu_pos.eps capodesigns_wht_pos.eps

Alternate 1-color dark blue

Alternate 1-color white

PrimaryRBG/Screen

Alternate RBG/Screen

capodesigns_rbg_rev.pngcapodesigns_rbg_pos.png/jpg

Do not reporduce in other colors.

Identifier Color Back-ground

Format

Color Position Format1c pos .eps vector file for print blk rev .jpg RBG for screenwht .png RBG for screenrbg

The Logo Overview allows Capo

Designs as a brand and company, to set guidelines on how our logo is being

used outside of our own marketing &

design usage.

Capo Designs is a creative design menswear brand. We specialize in the merchandising of local street

art and graphic design artists’ work on apparel all while giving back to the global community by

charitable donations with each purchase through our e-commerce site. the overall message

of Capo Designs is to

Step Up, Stand Out & Give Back.

Brand Mission Statement & Overview

Brand Values & PositioningCommunity Involvement

Foundation of giving back

Customizable service

Projected 5-Year Growth & Expansion

Exclusive Contemporary-Modern art on Apparel

Where the art gallery meets the back alley

Trend ResearchPrograms & Skills Mastered:

• Analyzed trends and trend cycles to predict future trends

• Demonstrated knowledge of current designers and brands

• Identified the target market and assessed customer needs

• Communicated creative concepts effectively

• Utilized the research process to recognize past and presented influences and forecast future influences

• Analyzed and synthesized data, and draw conclusions

Influence BoardMen urban styling

Urban Art Landscape

Graffiti Art

Outsider Art

Fashion

Differential Color Ways

Current Presentation of Trend

Menswear is experimenting with color and design,

influenced from the 60’s Peacock aesthetic.

Adding elements of dada design, and new age

doodle art, menswear is becoming more eclectic for

the Gen Y and Millennial Shoppers.

Target Market

25 - 35 Years OldMale

Active Social LifeActive on Social Media

Fashion InclinedExperimental with their look

Trends in Color

Using WGSN Style Sight, finding the growing color trends for menswear is imperative to

providing a cohesive collection that attracts the Target Market.

Product DevelopmentPrograms & skills Mastered:

• Implemented the step by step process from envision to implementation of a manufacturing concept

• Defined core terminology required for all aspects of production

• Identified apparel concept for fashion production using presentation boards and basic production documents as well as work sketches

• Developed basic Tech Packs

• Explored the roles of quality assurance(QA) and quality control(QS)

Vendor / Supplier Selection

chosen based on:

• quality of printing multicolor graphics

• customer service • product quality• production times

• flexibility• Wholesale pricing

Shirt VendorEgyptianCottonTShirts.com

PrinterBigFrog.com

Shipping/distributionDHL.com

Sample designs with logo placement

Inventory ManagementPrograms & skills Mastered:

• Identified the merchandising principles for retailers and manufacturers

• Applied fundamental mathematical formulations used in business

• Explored approaches to maximizing sales and profitability

• Analyzed common financial and merchandising reports

• Developed and implemented merchandise strategies

• Assigned product mark-up based on direct and indirect costs

• Utilized strategic negotiation principles for purchasing

• Analyzed statistical reports and computer operations

Merchandise Management is essential in the running a successful store. Understanding

necessary formulas and how they are relative to the entire operation is key. The

follow worksheets are of Capo Designs possible inventory management and sales.

Specifically, the Sales & Gross Margin Sheet provides a snap shot of current and

projected inventory sales and markdowns. This assists in the restocking

process, and will fluctuate at times depending on the season.

The Monthly Sales Plan provides a detailed list of what is happening and when, in regards to the advertisement

and marketing of a retailer.

Having an accurate Profit & Loss Statement is essential to a retailer. Being aware

of your consistent (i.e. Lease Rent, Electric, Insurance, etc.) and your fluctuating costs

also gives you the advantage to apply the Monthly Sales Plan and Inventory

Stock Control over a 12-month period.

Having an Excel version of the Sales & Gross Margin provides a documented Gross Margins and Gross Profits.

Marketing PlanPrograms & Skills Mastered:

• Distinguish between public relations, marketing and advertising

• Apply public relations to support advertising and marketing programs

• Recognize the role of public relations agency professionals in managing issues, crises and public opinion

• Analyze consumer behavior

• Identify and use practical and persuasive communication techniques in advertising and marketing

• Construct a simple marketing plan

A Marketing Calendar is a helpful and imperative tool

for a retailer. It directly correlates to the overall

success of a brand or company. By understanding what is needed to monitor not only your business, but that of your competitors, is a valuable tool to a company

or brand.

Utilizing reports from search engines like Google Analytics and Hoovers, you can measure many things. Two specifically are your consumers buying habits and what your competitors are doing.

Thusly giving you a glimpse on how to properly market your brand to gain a larger market share and build brand loyal shoppers.

Hoovers Google Analytics

Using marketing materials is another industry standard to

reaching your consumer base. They are to be eye-catching, inviting,

and give the illusion of exclusivity depending

on your market.

Get 10% Off With This Flyer!

March 11, 2016 at 7pm

1509 Abbot Kinney Blvd Venice, California 90291

(310) 845-3995

To RSVP: events@capodesigns.com Preview Our Selections at:

Style.

Art.

Cha

rity.

Style. Art. Charity.

Style. Art. Charity.

Style. Art. Charity.

Store Opening Event!

March 11, 2016 at 7pm

OCTOBER 14, 2016 @ 6PM

1509 Abbot Kinney BlvdVenice, California 90291

(310) 845-3995

To RSVP: events@capodesigns.com

Preview Our Selections at:

Menswear Styling Event!Come learn from local Fashion Industry

Professionals how to dress for every occasion using Capo Designs exclusive merchandise!

E-CommercePrograms & Skills Mastered:

• Differentiate between various metrics

• Select appropriate key performance indicators (KPIs) for campaign success

• Apply various analytics tools to monitor and respond to trends observed within an online community in real time

• Track social and consumer behaviors of online visitors

• Determine the effectiveness of a campaign

• Analyze analytics reports and formulate appropriate recommendations and data-driven decisions to improve campaign

Researching the Target Market, knowing what motivates their buying process made building the website a cinch! utilizing clean space for a background to reflect the colorful art displayed on

the apparel was essential. All while providing a user friendly and engaging page.

Understanding Search Engine Optimization, assists when naming your store, but also your apparel. Using unique names

for your apparel pieces also helps a brand stand out amongst other apparel retailers.

By establishing what is most important for your brand and store, it makes it that much easier to identify what marketing & sales techniques will work

best for both you and your consumer.