1

2

Empire Princess Dresswith Pearly Embellishments

3

PROFILEFor you life ought to be a silver dancer:

In moonlight, starlight, dancing through your heart.For you the dream of beauty should be burning,Trembling with the passion of your yearning,

Even as your days may come apart;Even as you rummage for an answer,

Not knowing that it lies within your art.

By Nicholas Gordon

UENO was founded in 2004 by Hiroko Ueno. A graduate from Raff les Design Institute and has participated in various fashion awards and

events, both locally and internationally. Notable achievements include, Winner of Mercedes-Benz

Singapore Fashion Award 2005 and Singapore Young Designers Award 2004.

After designing for SONG+KELLY21 and collaborating with The Link, Hiroko Ueno has

created her own line of designs.

UENO first appeared in April 2005 at Small Room, a local boutique that houses exclusive pieces of

UENO and other Designer labels with the intention of nurturing ideas and crafting them into objects of desire and beauty. Since launching the collection at

Small Room, UENO has gained a loyal customer base.

In December 2006, the flagship store was launched in The Heeren Shops.

4

Long has paled that sunny skyEchoes fade and memories die

Autumn frosts have slain JulyEver drifting down the streamLingering in the golden gleam Life, what is it but a dream?

By Lewis Carroll

Gold And Cream Crochet Dress

5

UENO is a women’s wear label that speaks of modern romance. The concept whips up a collection of childhood memories, fairytales, romance, mystery and magic. A dreamscape

collection that whispers of free-spirited beauties, individuality, delicate sensibilities, and the bittersweet melody of life that f lows

within. The intricate details, feminine shapes and folkloric fabrics create enchanting designs,

while bold and contemporary cuts and stylelines evoke a certain confidence;

A desire to Dream, to Aspire, and Inspire.

CONCEPT

6

THE BOUTIQUEThe UENO store is not just a store, but a special place that stimulates the senses, celebrates the freedom of expression and the spirit of individuality.

Just like the way a girl’s daydream takes her into her own heart, or silly thoughts and ideas infiltrate her mind, UENO takes the customer to a girl’s room, a pixie dust trail into her dreamy mind, the source of inspiration to

those poems hidden safely in her heart. From the colours of cosmetic bottles scattered across the dressing table, to the cut out of faded pictures in photo

albums, the room tells a story of a girl, in a way that’s as intimate as her diary.

7

The store is to look like a girl’s room, complete with a day bed, dressing table and shelves. The arrangements of the decor is to depict a scene where a girl had just left

the room in it’s original state. This includes the scattered English cosmetic glass bottles and dresses hung over the couch. The window gives the room an English boudoir atmosphere, overlooking a garden. The room is complete with off-white

decorative wall panels, dome ceiling and chandelier giving it a classic feel.

8

Silk Printed Long Dress

9

The profile for UENO customers consists of the following demographic and behaviour.

Demographics;- Age range of 18 to 38 years

- 60% of the customers are young working professionals

- 20% are students- 20% are housewives

Behaviour;- Design oriented

- Looking for things that enables them to express themselves in an unique way.

- An eye for exclusive and unique products- Their fashion sense often relates to their

taste in music, their interests, knowledge, and products of other fields of arts and design.- Aware of the fashion trends but do not

necessarily stick to them.- Appreciation of quality in sync with design.

MARKET SUMMARY

10

UENO is providing the market, the following benefits,

EXCLUSIVE DESIGNSUENO offers one of a kind designs that makes it incomparable to any other mass

produced pieces or imported labels that tends to have repeated designs. Or else, other boutiques that sell exclusive pieces are just out of the price range of most customers. UENO design is made special with careful consideration in fabric, trimmings and

cutting. Individual piece is desirable, enchanting, exclusive and flattering.

QUALITYUENO delivers exclusive designs in affordable prices, yet never compromising on the integrity of the design. The customers can be assured that in UENO, quality comes in sync with good design and price. This gives UENO a competitive edge.

BRAND IDENTITYThe shop promises to be one of its kind in Singapore. It stands out because of the outlook and the selection available. At the end of the day its not just a shop, but an exciting place that offers an enjoyable shopping experience. Every collection is inspired by a different ‘Dreamscape’ theme that is unique to UENO with a

recognizable English, mythical and modern vintage flair.

CUSTOMER SERVICEThe patrons will be impressed with the degree of care that they will receive,

that is comparable to the service in Japan

COMPETITIVE PRICINGAll products will be priced competitive to the target market.

$59 - $89 for a top/bottom$89 - $140 for a dress

COMPETITIVESTRENGTHS

11

‘Vanilla Sky’Th e collection60’s Inspired Lace Mini Dress Retro Print Mini Dress

Victorian Style Vest

Scoop neck dress in printed knit with contrasting trimming.

Round neck mini dress in lace, with metal buttons and boxy sleeves.

Flowery Silk Chiffon Top With Beaded Peek-A-Boos

Silk chiff on top in fl owery print with a sash to tie at the back. Finished off

with beads at the neckline.

Silk Flutter Sleeve Top In Paradise Blue

V-neck fl utter sleeve top in silk, with a sash that ties at the back.

Collared vest with intricate button designs

12

Th is is an evening dress made out of pearly knit, ruched at the bust and pleated from the empire. Th e empire line is embellished with intricate handcrafted applique of beads and sequins. Fully lined in tricot. It comes in colours of antique pink and silver.

Th is strappy top is made out of crinkle silk chiff on, half lined. Th e bust line is delicately

ruched and the sash that elegantly drapes to the back where there is the button and loop closure.

Th e seams are all french seamed.

Th is skirt is made out of strips of lace sewn on polka dot tulle, with an underlay of fl esh toned jersey. Th e bow is also made out of lace.

Beaded Empire Dress

Silk Chiffon Strappy Top

Multi-Panelled Skirt In Lace

13

Midriff Cut Out Dress With Abstract NecklineAnd Appliques Of Lace

14

Th is dress is made of crinkle chiff on. Th e neckline is cut into an abstract shape with a scoop neckline at the back. Th e dress fastens with a zip at the centerback.

Th e full skirt is made out of printed chiff on with border prints. Th e waist is gathered

and a wide sash ties into a big bow.

Th is boudoir inspired top is made out of delicate French metallic lace. Th e bust is made into a corset style. Th e hem is adorned with scalloped lace and the top fastens at the back with loops and buttons.

Metallic Lace Corset Top

Printed Chiffon And Satin Skirt

Abstract Neckline Dress

15

Printed Chiffon Top With Metallic Ribbon. Black Linen

Military Style Skirt

16

PhotographyKokleong

StylingJunko Ueno

ModelsAmanda & Clemence

Designed ByHiroko Ueno

#03-16 The Heeren Shops,

Tel: (+65) 6734 4055Singapore 238855

260 Orchard Road,