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Marcela Ordoñez Padilla
Career Goals
Marketing Communications
Fashion Stylist
Visual Merchandiser
Fashion Buyer
Table of Contents
Creative Fashion Presentation
Fashion Styling Photo Shoot
Fashion Trends Global Fashion Publication
McDonald’s Competition
Visual Merchandising Window Display
Visual Merchandising Perfume Branding
Fashion Buying & Development
Fashion Buying Creative Business Plan
Fashion Buying Best Seller
Marketing Communications
Advertising For Fashion Marketing Campaign
Public Relations Press Kit
Electronic/Direct Marketing
Creative Fashion Presentation
PHOTOSHOOT
Styled and produced an original photo shoot that would be
appropriate for a magazine editorial. Developed a theme, selected the
venue, model, makeup artist and photographer.
Venue
Photographer
Model
Stylist
Fashion Styling
CHURCHILL’S REBEL
GLOBAL
TREND
PUBLICATION
Fashion Trends
Created a Megatrend Book for fashion trends for women, men and the
home for fall/winter 2014. Showed colors, fabrics, silhouettes and
inspirations.
SKILLS
Trend Forecasting
Fashion Trend Research
Design Layout
Vision
GLOBAL TREND
PUBLICATION F/ W14
Opaque tones are used in this trend to express a gloomy yet beautiful environment hidden in the dark. Allegory is about tapping into ones dark side, going to an imaginary world full of mystery.
As a result, Allegory has built on the protection of one self, from armors to living in anonymity. It is a beauty wanting appreciation found in the fine detail work in materials and textiles.
ALLEGORY
We live in a world were everyone is on a rush, trying to get ahead of everyone else and its restless. Quietude is the opposite, is bringing a stop to our rushed lives and creating tranquility.
Color hues are very minimalistic, which brings simplicity and peace. Its to put pause to our worries and focus on bringing in our lives a little piece of contentment.
QUIETUDE
This trend follows the gratification of feeling cheerful. Rapture is trying to create in us the feeling that is ‘okay’ to be happy and to pass it on to others. With the world economic crisis and societies unease,
Rapture wants to make us tap into our jolly side and smile. Soft textiles, contrasting images and more color are part of showing our excitement.
RAPTURE
The earth has provided us with plentiful of resources. Living in a very technical oriented age, the appreciation of nature has been lost. The digital world has taken over and made nature try to adapt to it.Thus, sentiment is about finding our what motivates us, connect ourselves to other cultures, and revive nature in a more appealing manner. Sentiment is about springing desire, motivation, and attractiveness through colors, textiles and prints.
SENTIMENT
MCDONALDS
COMPETITION
Fashion Styling
Miami International University of Art and Design sponsored a design
competition for all the students in the Fashion Styling course to help
promote the new opening of a McDonalds and raise funds for Ronald's
McDonalds House.
SKILLS
Creativity
Visual Design
Time Management
Organization
WINDOW
DISPLAY
Visual Merchandising
Created a window display with a group of peers based on
a specif ic theme. Used the elements and principles of design.
Assisted with the prop and merchandise selections and overall
styling.
SKILLS
Creativity
Visual Design
Team Work
Time Management
MOOD BOARD
FRAGRANCE
BRANDING
Visual Merchandising
Created a name, advertising image, and visual display for a
new fragrance. Used marketing strategies to promote to target
customers. Assembled an actual display for new fragrance named
Winged.
SKILLS
Visual Merchandising
Creativity
Aesthetics
Market Research
CONCEPT
The fragrance is about empowering men just like Red Bull does, in order to
incite them to achieve for more. Therefore the fragrance represents belief, one
of the core values that the company hardly strives for.
FRAGRANCE STRUCTURE
Top NotesGrapefruitBergamotMint
Middle NotesGalbanumSpices
Base NotesOak mossVirginia CedarMusk
PRODUCT
PRODUCT DEVELOPMENT
ADVERTISING CAMPAIGN
Fashion Buying & Development
Fashion Buying
CREATIVE
BUSINESS
PLAN
Developed a complete business and merchandising plan for a women’s
boutique. Used numerical planning and creativity to create a plan that
was accurate and visually appealing with a strong overall aesthetic .
Key elements included visual classif ication assortment
and six month plans.SKILLS
Business Math
Strategic Planning
Market Research
Creativity
STORE FORMAT AND LOCATIONClandestine is a fashion store located in the heart of the Guatemala’s unique and new shopping center. We offer an array of sophisticated, casual, and distinctive apparel& accessories for women.TARGET CUSTOMERSClandestine targets female shoppers, which is a small niche; they are fashion savvy, trendsetters with a great knowledge in fashion. They are middle to upper middle-income level that may not necessarily be involved in the fashion industry. MERCHANDISE SPECIALIZATIONOur collection is composed of the best quality fabrics that provide a trendy and strong look. Our assortments include the following vendorsENVIRONMENT DESCRIPTIONThe merchandise is presented in a minimalistic style. The newest metallic fixtures and mannequins surrounded by neutral colors and hints of neon color schemes. SERVICES AND PROMOTIONAL IDEASWe offer the service of vintage apparel just one of a kind’s types. Meaning that there are unique pieces donated by designers or rescued from consignment stores. Also, for each season there would be a season launch with a fashion show presenting new trends and looks. In addition, we are concerned in doing charity and community events to show our social responsibility.
ASSORTMENT PLAN
OVERVIEW
Major
Percentage $
Average
UnitsClassifications Retail Price
Total Tops 25% $18,750 $48 393
Total Bottoms 15% $11,250 $49 229
Total Separates 40% $30,000 $48 622
Total Dresses 15% $11,250 $38 298
Total Apparel 55% $41,250 $45 919
Total Jewelry 10% $7,500 $30 250
Total Handbags 10% $7,500 $90 83
Total Accessories 45% $33,750 $67 507
TOTAL 100% $75,000 $53 1427
5%
5%
15%
10%
5%
Shorts
Skirts
Ankle booties
Necklaces
Leather Jackets
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Accessories Apparel
45% 55%Accessories
Apparel
DRESSES 15%
VISUAL
CLASSIFICATIONS
VISUAL CLASSIFICATIONS
BOTTOMS 15%
Month % *Sales $
**Stock to
Sales
Ratio
MD $MD%
to /mo.
FEBRUARY 7% 24,290 3.00
MARCH 9% 31,230 3.00 $7,808 25.0%
APRIL 8% 27,760 3.00 $5,552 20.0%
MAY 8% 27,760 3.00 $5,552 20.0%
JUNE 7% 24,290 3.00 $3,644 15.0%
JULY 6% 20,820 3.00 $4,164 20.0%
TOTAL 45% 156,150 $26,719
AUGUST 8% 27,760 3.00
PLANNED SALES
PLANNED PURCHASES
SIX MONTH PLAN
KEY STATISTICSStore Size – 1000 ft2
Selling Space – 875 ft2
Sales Pr. Sq. Ft - $45
Stock Turn – 4
Yearly Sales – $347,000
Spring Plan March April May June July Aug Total
Planned Sales $ 24,290 31,230 27,760 27,760 24,290 20,820 156,150
(x) Stock to Sales Ratio 3.00 3.00 3.00 3.00 3.00 3.00
(=) Planned Retail Stock
(BOM) 72,870 93,690 83,280 83,280 72,870 62,460 468,450
Planned Retail Stock (EOM) 93,690 83,280 83,280 72,870 62,460 83,280 478,860
Planned Markdown $ 7,808 5,552 5,552 3,644 4,164 26,719
Planned Purchases at Retail 45,110 28,628 33,312 22,902 17,524 45,804 193,279
Planned Purchases at Cost 15,789 10,020 11,659 8,016 6,133 16,031 67,648
INSPIRATION
PRIVATE COLLECTION
Style #13486Steel chain shoulder body chainCost:$59 Retail:$180 MU:121 MU%:67%
Style #23486Chocker steel chain necklaceCost:$53 Retail:$160 MU: 107 MU%:67%
Style #34861Chocker black rock necklaceCost:$40 Retail:$120 MU:80 MU%:67%
Style #48632Steel chain full steel chain braceletCost:$33 Retail:$100 MU:67 MU%:67%
_______________________
_______________________
_______________________
BEST SELLER
Fashion Buying
Demonstrated visual observations and analytical skills to spot best sellers
for successful buying and product development fashion items with a
strong potential for future growth at the intro trend stage cycle.
The trend to be developed was women’s body chains in new designs.
SKILLS
Trend Forecasting
Aesthetics
Observation
Critical Thinking
BODY JEWELRY
Draped Harness
A harness with chain draping around both sides of the
body.
Made in oxidized steel rings.
No fastening: slip on
Centre bust: 41cm
Bust: 80cmOne size
FIT & WEARABILTY
RUNWAY STYLE
STREET STYLE
REORDERS
Marketing Communications
MARKETING
CAMPAIGN
Advertising for Fashion
Developed an original marketing campaign for an important department
store. Gained understanding of the importance of an ef fective and
creative advertising marketing campaign. Focused on opportunities,
positioning, and strategic analysis.
SKILLS
Market Research
Critical Thinking
Creativity
Team Work
PHASE IBUILD BRAND AWARENESS
STRATEGY:
Karizma wants to engage costumers at the Left Bank stores through media buzz and social media.TACTICS:
Introducing holographic models will create intrigue at the Left Bank stores. Also, revealingKarizma in-store teaser ad and others (taxi toppers, bus shelters, billboards, subways, QR codes, destination plane ad)
PHASE II BUILD AND INCREASE SALES
STRATEGY:
Karizma will launch its online store launch offering a 24 hr. shopping experience at temporary pop-up store in the Left Bank.TACTICS:
Use sales promotion to increase sales by giving the first 50 shoppers a gift with purchase. Also, social media buzz contest of“find the Karizma girl”
PHASE IIIEXPAND TARGET MARKET
STRATEGY:
Karizma will have special events with fashion bloggers collaboration. Also, expanding to male market as well as international customer. TACTICS:
Use a PR event to expose new people to Karizma as well as sales promotion plane-ads giving free shipping after $50 purchase
MARKETING PHASES
TARGET MARKET
KARIZMA STANDS FOR THE WOMAN THAT IS EFFORTLESSLY CHIC, WITH A CHARISMATIC PERSONALITY, AND LIKES TO STAND OUT
THE KARIZMA WOMAN TRAVELS, IS FASHION SAVVY, TRENDY, KNOWLEDGEABLE, AND ELEGANT
STORY: THE JOURNEY OF THE KARIZMA GIRL, SHE TRAVELS EVERYWHERE. EVERY PHASE IS A NEW DESTINATION.
WINTER COLLECTION
SALES PROMOTIONS
ADVERTISING STRATEGY
POP UP SHOP
www.karizma.com
Public Relations
PRESS
KIT
Developed a press kit with a press release
and all media essential elements including a
biography, backgrounder, and promotional f lyer.
SKILLS
Technical Writing
Networking
Organization
Visual Design
Contact Person: Marcela Ordonez PadillaCompany: Metamorphosis
Mobile:(305) 319-0207E-mail: [email protected]
FOR IMMEDIATE RELEASE:May 1, 2013
Forget about buying several nail polishes and welcome the new 7 days nail polish forevery day of the week
NEW YORK, NYC May 5th, 2013- Metamorphosis announces the launch of anew 24/7 nail polish that changes every day. Metamorphosis is please to make thisannouncement at The Make Up show NTC Beauty Trade Show- where beauty meetsbusiness-at the Metropolitan Pavilion in New York, on May 05-06,2013.
Metamorphosis is a new company that was founded in 2011 by a singlebusinesswoman. The main difference about this product is the easiness of achievingan always-changing nail polish color without re-polishing one’s nails. This productworks with just applying three coats when mixed to form nail colors thatprogressively start changing. This product is for those businesswomen that don’thave time to go to the nail salon. With just three simple coats, your one color nailscould turn into various colors throughout the week. As a businesswoman, the colorsrange from beige to dark purple nicely complimenting with ones business attire.
The target consumer for this product is aimed towards businesswomen wholead a very busy and tiring lifestyle. This type of lifestyle doesn’t allow much freetime for them to apply nail polish on a daily basis. Although these woman have ajam-pack schedule, they still want to present themselves in the best way possibleespecially when working with potential and current clients. This requires them todress well but also clean up nicely with makeup and nail polish. This simple nailpolish provides convenience and style. However, this product is also aimed forteenagers who are obsessed with makeovers and well make-up. They will be simplyfascinated with the idea that one nail polish can transform into a different color thenext day, and even the next day after that. The color scheme will range from neoncolors to pastel shades, satisfying the different personalities.
Metamorphosis was started by a woman in her late 20’s. She just staredworking in an investment corporation working from as early 8 PM to as late as 9PM,depending on the amount of clients she meets with that day, although working in aninvestment firm can be dull at times, she add sparkle to her life with her outwardappearance. However she founded that certain things just take up to much time suchas matching your nail polish with your outfits every day. With this in mind,metamorphosis was created.
PRODUCT DEVELOPMENT
TRADE SHOW INVITATION
ELECTRONIC / DIRECT
MARKETING
Developed an electronic and direct marketing
campaign for a Tea company launching a new
product line. Included all essential marketing
strategies such as advertising, guerrilla marketing,
press release, and TV commercial.SKILLS
Technical Writing
Research Analysis
Trend Forecasting
Visual Design
SALES PROMOTION
ADVERTISING STRATEGY
DISCLAIMER
Trademark/Brand/company Logos (where utilized) are
being used for the execution and completion of school
assignments only and do not represent work completed
for the respective company as an actual client. It is
neither the intention of the school nor the student to
misrepresent such a relationship.
Contributors
www.netaporte.com
www. stylesight.co
www.pinterest.com
www.tumblr.com
www.polyvore.com
RESUME
