Brand Merchandising: LEVEL
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Fashion for the “35-something”
Spring/Summer 2011 Women’s Collection
By Stephanie Callaway Mayra Rodríguez
Adriana Sultán Kerate Supaongprapa
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AgendaAbout Level
The Company Our Customer Spring/Summer 2011 Inspiration The Logo
Spring/Summer 2011 Line Color Palette and Fabric Style, details and full looks
Marketing and Promotion
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About Level refers to balance and structure – both which are referenced in
our collection. Our line satisfies the needs of the modern and multitasking mother who
is constantly searching for balance in her professional and family life.
Clothing for the experienced professional woman who loves fashion and still takes risks with her wardrobe.
Price range: Contemporary/Bridge ($75 for tanks to $300+ for jackets)
Store locations: high-end department stores, urban and suburban boutiques.
Competition: Elizabeth and James, ck Calvin Klein, Emporio Armani.
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About the Customer Our customer:
30-35+ Income: 75k + “Techy” Fashion-forward yet practical Casual-chic but office appropriate –
Flexible wardrobe Values Quality and Innovation
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AboutSpring/Summer 2011
For the one-the-go fashion-forward woman
Consists of: Jackets, Tops, Dresses, Skirts, Pants, and Shorts
Inspiration: Structure - Architecture
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Inspiration
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Inspiration
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LogoLevel is about balance and structure. Our apparel and
our logo reflect this with a digital and modern feel.
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Color Palette
Black Magic Stone Gray Moonlight Gray Bone
Camel Sand Desert Zing Electric Green
Razmatazz Mayra Pink Techno TealCruise Blue
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Garment Details Quality
Buttons
Horn
Fabric
Rivets – metal
Zippers – metal
Buckles – self fabric and metal
Belts – self fabric
Try to use same finishing where possible to control costs
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Fabric Primary fabrics:
Cotton Denim Silk Leather
Mainly used practical and comfortable fabrics suitable for our target market’s busy lifestyle, supplemented with stylish details.
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Tops
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TopsName: Lucy
Style # 001
Description: cotton short sleeve t-shirt with rivet detail
Fabric: 100% cotton
Retail Price: $89.50
Details: 10 metal rivets, rouching at shoulder
Lucy
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TopsName: Audrey
Style # 002
Description: cotton short sleeve t-shirt with open neck
Fabric: 100% cotton
Retail Price: $89.50
Audrey
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TopsName: Adriana
Style # 003
Description: asymmetrical fitted blouse
Fabric: 100% silk
Retail Price: $175
Detail: 15 small rivets
Adriana
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TopsName: Adriana
Style # 003
Description: asymmetrical fitted blouse
Fabric: Jersey cotton
Retail Price: $175
Detail: 15 small rivets
Adriana
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TopsName: Jane
Style # 004
Description: 3/4 sleeve cotton shirt
Fabric: 100% cotton
Retail Price: $110
Details: 7 small buttons, 1 pocket on front
Jane
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Tops Name: Susie
Style # 005
Description: cotton shirt with cut-out detail
Fabric: 100% cotton
Retail Price: $125
Detail: 2 cut-outs at neck and shoulder
Susie
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Jackets
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Jackets Name: Marlene
Style # 006
Description:
Fabric: Genuine Leather, Lining: 50% silk, 50% cotton
Retail Price: $365
Details: 3 medium zippers, stitching at bottom jacket and cuff hem
Marlene
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Jackets Name: Elizabeth
Style # 007
Description: Denim/ cotton-twill blazer with zipper detail
Fabric: Denim / Cotton-Twill Lining: 100% silk
Retail Price: $325
Details: 3 medium zippers, 8 medium buttons, 2 side pockets
Elizabeth
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Dresses
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Dresses Name: Amelia
Style # 008
Description: short sleeve high neck dress
Fabric: 72% acetate, 22% polyester
Lining: 50% silk, 50% cotton
Retail Price: $250
Details: self belt with 8 small buttons
Amelia
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Dresses Name: Amelia
Style # 008
Description: short sleeve high neck dress
Fabric: 72% acetate, 22% polyester
Lining: 50% silk, 50% cotton
Retail Price: $250
Details: belt with 8 small buttons
Amelia
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DressesName: Natalie
Style # 009
Description: one-shoulder dress with leather trim
Fabric: 85% Silk, 15% Lurex (Metalic)
Retail Price: $300
Details: leather trim around middle
Natalie
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DressesName: Marilyn
Style # 010
Description: short sleeve belted dress with rivet detail
Fabric:100% silk
Retail Price: $200
Details: self belt, 10 rivets at shoulder
Marilyn
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DressesName: Marilyn
Style # 010
Description: short sleeve belted dress with rivet detail
Fabric: 100% silk
Retail Price: $200
Details: self belt, 10 rivets at shoulder
Marilyn
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DressesName: Erin
Style # 011
Description: color-block tank dress
Fabric:62% cotton, 38% silk
Retail Price: $325
Details: 1 medium zipper at back
Erin
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Cardigans
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CardigansName: Lola
Style # 012
Description: tunic-length cardigan
Fabric: Cotton knit
Retail Price: $110
Details: 1 medium zipper
Lola
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CardigansName: Lola
Style # 012
Description: tunic-length cardigan
Fabric: Cotton knit
Retail Price: $110
Details: 1 medium zipper
Lola
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Vests
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VestsName: Rachelle
Style # 013
Description: tw0-button vest
Fabric: Denim (cotton)
Retail Price: $175
Details: 2 small buttons, 2 slit pockets
Rachelle
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Skirts
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SkirtsName: Luella
Style # 014
Description: pencil knee-length skirt
Fabric:94% Polyester, 6% Elastane
Retail Price: $185
Details: 1 medium zipper at side
Luela
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SkirtsName: Luella
Style # 014
Description: pencil knee-length skirt
Fabric:94% Polyester, 6% Elastane
Retail Price: $185
Details: 1 medium zipper at side
Luela
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Pants
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Pants Name: Kerati
Style # 015
Description: skinny cotton pant with leather patches
Fabric: 97%Cotton/3% spandex
Patches: 100% genuine leather
Retail Price: $225
Details: 1 medium zipper at back, leather patches
Kerati
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Pants Name: Monica
Style # 016
Description: skinny leather pant with denim patches and zipper details
Fabric: 100% Genuine leather Patches: 100% denim
Retail Price: $300
Details: 2 small zippers at bottom hem, 1 medium zipper
Monica
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PantsName: Anna
Style # 017
Description: slim pant with side zipper
Fabric: 100% cotton
Retail Price: $180
Details: 1 medium zipper at side
Anna
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PantsName: Stephanie
Style # 018
Description: cuffed baggy trouser
Fabric: 60% polyester, 40% cotton
Retail Price: $165
Details: elastic waistband, 2 slit pockets on front
Stephanie
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PantsName: Grace
Style # 019
Description: baggy trouser with tab closure
Fabric: 60% Polyester, 40% Cotton
Retail Price: $190
Details: tab closure, 1 medium zipper
Grace
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Shorts
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ShortsName: Katie
Style # 020
Description: long short
Fabric: 100% cotton/ 100% denim
Retail Price: $125
Details: 1 medium zipper, 2 slit pockets with button detail
Katie
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Shorts Name: Kelly
Style # 021
Description: long short with flap pockets and buckles
Fabric: 100% cotton/ 100% denim
Retail Price: $140
Details: 1 medium zipper, 2 flap pockets with button detail, 2 medium buttons, 4 buckles
Kelly
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Looks
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Look 1: “Client meeting in the City”
•Adriana top paired with the Elizabeth jacket and Luela skirt.
Professional Chic
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Look 2: “Out on the town”
•Erin dress paired with Marlene jacket.
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Look 3: Family museum trip
•Jane shirt paired with kelly short and Lola cardigan.
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Look 4: “Errands in the ‘Burbs”
•Audrey Top with Marlene leather jacket and Anna jean.
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Look 5: Shopping with the girls
•Lola cardigan with Susie top and Kerati pants.
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Marketing and Promotion
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Hangtag
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Shirt Tag & Care Label
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Shirt Tag & Care Label
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Shopping ToteFor customers that purchase $300 or more
Eco – friendly canvas tote with brand logo
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