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some forgotten fables is a lookbook for specs and product development of a line my colleagues and i created. it is for aldo's a/w 2011 season.
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created bymonique araujo chesney benson brittani davie christina hodson
for
A/W 2012
The Ins and Outs at ALDO
the styles of shoes and accessories are a mixture of classic and trend. Ac-cording to Hoovers.com, the target market of Aldo is females and males, ages 18-35. Aldo likes to offer shoes and accessories that are durable, styl-ish, and affordable.
the cost of the fabrics ranges from $1.50-$25.99. The cost for the findings ranges from $1.25-$13.00.
for the shipments of autumn, Aldo’s orders of the shoes and accessories would be exported from the countries it was manufactured, and imported in located stores in mid August. Although it is not autumn at that time it is best to put out what is to come before our competitors.
2
by
Ch
esn
ey
Ben
son
&C
hris
tina
Ho
dso
n
A
/W 2
012
aldo’s top competitors are Bata, Collective Brands, and Wal-Mart. These are Aldo’s competitors because of the similar styles that are offered and sold at a cheaper price
our product mix consists of women’s shoes and handbags. The shoes come in sizes 5-11. THe price ranges for these products is $50-$200. Sixty percent of Aldo’s products are sourced in China, and has suppliers in oth-er Asian countries, as well as Brazil, Eastern Europe and Italy.
3
by
Mo
niq
ue
Ara
ujo
A/W
201
2
4
5
rustic pebbles
princess petals
snow organza
when sourcing fabric for this collarborative work, for the most part, all the
samples were found locally, with the exception of a few buttons and fasten-
ers that were referenced through online sources.
the color scheme we chose was inspired by the
images from the moodboard and the resources available to us. We
think that is shows a rustic, ecquestrien side of the fairytale stories. The
tones of orange, the golden hues and lacy burnouts bring out this me-
dival, eerie sense to the entire collection.
our suppliers for the listed fabrics and embellishments
range from Hancock Fabrics, GDC, Fabric Emporium, and some
alternate online resources.
when we designed as a team,
the most important thing was to be cohesive, and with this color/fab-
ric moodboard, we could easily complete cohesive looks.
Fabric Moodboardb
y M
on
iqu
e A
rau
jo
A
/W 2
012
6
Square SpecsFB#301
$8.99 yd
Silver QuiltFB#102
$16.96 yd
Rustic PebblesFB#105
$25.99 yd
Dirty SuedeFB#303
$10.99 yd
Muddy GatorFB#304
$25.99 yd
Knight’s HorseFB#311
$8.99 yd
Wicked BarkFB#306
$8.99 yd
A Lustrous MetalFB#307
$21.99 yd
Midnight SilkFB#408
$#11.99 yd
Floral WebFB#409
$#1.50 yd
CindyblockFB#310
$13.99 yd
Snow WhiteFB#312
$8.99 yd
Princess PetalsFB#413
$2.99 yd
River of GoldFB#314
$13.99 yd
7
Twist and LockFS#515
$3.00 per unit
ChainFS#516
$13.00 per yard
Swivel BoltFS#517
$2.00 per unit
BucklingFS#518
$1.25 per unit
Le ZipFS#519
$1.75 per yd
Mirror MirrorBT#215
$.50
tall tale boot is a knee high laced up
boot with a four inch curved heel. Mak-
ing it easier for the consumer to slip into
these, a zipper was made into the inside
of the shoe for low visibility but quick ac-
cess.
these boots were made in China at a
wholesale price of $90.00, and sell at the
retail price, $190.00.
The Tall Tale Bootb
y M
on
iqu
e A
rau
jo
A
/W 2
012
SN
# B
O10
1
8
this boot was inspired by a short bootie with the innovation of a
more stable heel. The thicker heel is a brown shade and the inside
of the heel will be black on every one of the five color choices of
this style boot. The detail in the front is a leather braid sewed on
top of the primary seam on the front of the shoe. This boot is made
in China at a wholesale price of $45.50 and retailed at $110.00.
Rapunzel’s Bootieb
y Mo
niq
ue
Ara
ujo
A/W
2012 SN#
BO102
9
A Seven Crow Flatb
y M
on
iqu
e A
rau
jo
A
/W 2
012
SN
# F
L101
10
seven crows is an unknown tale written by Brothers
Grimm. I interpreted the seven crows with different
characteristics and made them iconic in this simple
loafer. The seven crows are embroidered with black
thread on the inside of the foot.
the loafers are made in China, wholesale for $45.50,
and sell at a retail price of $90.00.
11
The Griffinb
y C
hris
tina
Ho
dso
n
A
/w 2
012
SN
# B
G10
1
the Griffin was inspired by the
pouches the characters in fairy-
tales carry. This bag is the perfect
size and has a swivel bolt closure
instead of a zipper or magnetic
snap.
this purse was made in Italy at a
wholesale price of $40.00 and can
be sold at a retail price of $65.00. 12
The Goblinb
y Ch
ristina
Ho
dso
n A
/w 2012 SN
# BG
102
the Goblin was inspired by buck-
les. This handbag is very simplis-
tic, but with the buckles, it has an
edge.
this bag was made in Italy at the
wholesale price of $35.00, and sold
at the retail price of $60.00.
13
this clutch’s inspiration came from the shape of a bow. Al-
most all of the female characters in fairytales have bows in
their hair. It adds a sense of innocence, and that is what this
clutch represents.
the bag was made in Italy at a wholesale price of $30.00 and
a retail price of $55.00.
Nymphb
y C
hris
tina
Ho
dso
n
A
/W 2
012
SN
# B
G10
3
14
Grimmiein the Grimm brothers’ fairytale, many of
their stories have the place setting in the
forest. For example, Little Red Riding Hood,
Hansel and Gretel, and The Seven Ravens,
these are only a few were the place setting
was in the forest and the stories were dark.
there is a “dark” tree branch on the back
of the shoe. Inside the “dark” tree branch is
a black floral lace. We as a group named
the lace: Floral web, to add more a “dark”
mood.
this pump was made in China at a
wholesale price of $50.00 and a retail price
of $100.00.
by C
he
sne
y Ben
son
A/W
2012 SN#
PM10115
The Protaganist
by
Ch
esn
ey
Ben
son
A/W
201
2
SN#
BT1
03
in the stores many of the characters that were he-
roes wore riding boots. I was inspired by the heroes’
riding boots. I wanted them to be more peculiar
compared to what we see today.
this boot was made in China at a wholesale price
of $95.00 and a retail price of $190.00.
16
Excellencyb
y Ch
esn
ey Be
nso
n A
/W 2012 SN
# PM
102
the stories that involved princesses in that time did
wear shoes that were like heels. I looked up shoes
that were worn in the 16th and 17th century. The
shape of the heel on the shoe was inspired by the
heels of that time. To add more of a balance, I in-
corporated platforms.
this pump was made in China at a wholesale price
of $50.00 and a retail price of $100.00.
17
18
19
this handbag is has a leather braided handle with a mirror tent clasp. It is
designed for a day out shopping or can be dressed up for a night on the town.
as a great feature on the back, there is a zippered pouch for thoughs small
items that a get lost in the main capartment, cell phone, keys, etc. This bag was
made in China. Wholesale $85.00 and Retails at $120.00.
Braided Heirloom by Britta
ni D
avie
A/W
2012 SN#
BG104
20
Suede Legend III
the bootie is a dirty suede with a gator
fabric. It is a ankle boot with a split in the
front. Halfway down the back of the bootie
is a zipper to add the finish touch. Whole-
sale price $45.00 and Retail $90.00by
Britt
an
i Da
vie
A/W
201
2
SN#
PM
103
21
this loafer is a classic look for casual wear. It is
a suede shoe that is comfortable and trendy.
Easy to slip on and be on the go. There is a
bow on the front of the shoe as well as a pat-
tern to complete the look. This loafer Whole-
sales at $35.00 retails at $70.00.
Goldi Loafer
by Britta
ni D
avie
A/W
2012 SN#
FL 102
22
23