soraya crawford (ray) FASM 310- private label development spring 2017

contents
4. Logo

6. About Ellery
26. Collection
8. About H&M
30. Line sheets
10. Latest Collections
38. Map piecce
14. Customer Profile
39. 1st Delivery
16. Competition
40. 2nd
20. Concept Delivery

22. Mood 44. Fitting &

Packaging

24. Color & Fabric

46. Layout

48. Promotion
 logo

H&M Logo

Ellery Logo Ellery x H&M Collaboration Logo

4 5
about Name: Kym Ellery past collabs
ELLERY
Nationality: Australian

Head designer at namesake Ellery Like H&M Ellery has had a number
of its own collabs since its concep-
Studied Fashion Design & Production tion in 2007.
known for 70s inspired tailoring; Grace Mulcahy (sunglass collection)
exceptional cuts and innovative tex-
tiles
Sportsgirl
Brand launched in 2007
Artist Emily Fitzgerald
Breakthrough when feature in Vogue
with a pair of leggings

Featured in many publications

7
about past collabs H&M debuted their first colaboration in
H&M 2004
release one or two collaborations a year
H&M not only collaborated with designers
began in Vasteria, Sweden but they also with the hottest celebrities.
started as a Womenswear brand in 1947 2004-Karl Lagerfield
2005- Stella McCartney
goal is to make sustainable, good-quality, 2006- Viktor & Rolf
fashion easily accesible 2007- Roberto Cavalli
2008- Comme des Garcons
2004 entered the high/low market game 2009-Jimmy Choo, Matthew Williamson, Sonia
Rykiel
came up with formula seamlessly combin- 2010- Lanvin
ing hype luxury, desirabilty, status, & afford- 2011- Versace (2012 redux)
abilty 2012- Marni, Maison Martin Margiela, David
Beckham
creates collections with most in-demand 2013- Isabel Marant, Beyonce
designers with limited edition capsules 2014- Alexander Wang
2015- Balmain
2016- Kenzo

8 9
latest collection

h&m x kenzo ellery a/w 17

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customer research

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customer profile:
meet aimee
Age: 20-35

Interested in Fashion

Mid to High Income

College educated

Arts background or Arts Interest

Owns mixture of high-end & low-end

Feminine & Masculine style

Independent & Trendy

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competition

16 17
the line

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 concept Young Romance

Teeth

L'Express

Balenciaga Michael Kors Collection Max Mara Dries Van Noten Victoria Beckham

M enswear Tailoring
F ema le emp ow er ment is a n ov er a r ching messa g e for A/W 17/18, a nd sees a new focus on sa r tor ia l d r essing . B la zer s a nd coa ts fea tur e
Elle Brazil 032c Peet Dullaert
extend ed should er s in ov er sized styles, a nd a r e p a ir ed w ith softly ta ilor ed tr ouser s cut in mensw ea r ma ter ia ls. L ong tunics a nd d r esses w or n
Off-White
ov er tr ouser s g iv e this sa r tor ia l theme a mor e contemp or a r y feminine tw ist.
Catwalk Analysis > A/W 17/18 > Apparel > Key Trends
Catwalk Analysis > A/W 17/18 > Apparel > Key Trends

constructed & tailored romantic & flowy

20 21
mood

22 23
color & fabric

serge wool cotton chiffon

satin silk gabardine

24 25
the collection

26 27
 delivery strategy

28 29
 description colors size cost retail

line sheets 1. tie bell sleeved

collred dress/
jacket
14-1128TCX
(buff orange),
11-0103(egret), and
2,4,6,8,10,12,14,16 $51.60 $129

19-3940TCX
(blue depth)

2. silk slip dress

11-0103TCX (egret), 2,4,6,8,10,12,14,16 $36 $90
19-3940TCX
(blue depth), 18-
3. 1028TCX (em-
perador), and 18-
1028TCX (dusky
green)

3. cotton off the

shoulder blouse 11-0103TCX(egret), 2,4,6,8,10,12,14,16 $36 $90
15-1225TCX (sand),
and 18-1248TCX
(rust)

1. 2. 4. skort
19-3940TCX xs-xxl $40 $100
(blue depth), 18-
4. 1028TCX (dusky
green), and 19-
4006TCX (caviar)
 description colors size cost retail
5. high neck maxi
5. 6. dress 15-1225TCX (sand), 2,4,6,8,10,12,14,16 $40 $100
19-3940TCX
(blue depth), and 19-
4006TCX (caviar)

6. sleeveless pep-
lum top 17-0517TCX (dusky 2,4,6,8,10,12,14,16 $32 $80
green), 19-3940TCX
(blue depth), and 11-
0103TCX (egret)

7. chiffon tier
sleeved dress 11-0103TCX (egret), 2,4,6,8,10,12,14,16 $40 $100
15-1225TCX (sand),
and 19-3940TCX
(blue depth)
8.

8. button up dress
17-0517TCX (dusky 2,4,6,8,10,12,14,16 $40 $100
green), 19-4006TCX
(caviar), and 18-
7. 1248TCX (rust)
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 description colors size cost retail
9. robe style
jacket 18-1028TCX 2,4,6,8,10,12,14,16 $120 $300
11. (alpaca wool) (emperador), 17-
12. 0517TCX (dusky
green), 15-1225TCX
(sand), and 14-
1128TCX (buff
orange)
10. sleevless
cropped vest 19-3940TCX 2,4,6,8,10,12,14,16 $36 $90
(blue depth),17-
0517TCX (dusky
green), and 19-
4006TCX (caviar)
11. golden
hardware legging 19-4006TCX (cavi- xs-xxl $38.61 $99
10. ar), 19-3940TCX
(blue depth), and
18-1028TCX (em-
perador)
9. 12. chiffon blouse
11-0103TCX (egret), 2,4,6,8,10,12,14,16 $32.30 $85
15-1225TCX (sand),
and 19-3940TCX
34 (blue depth) 35
 description colors size cost retail
13. double
breasted tie jacket 19-3940TCX 2,4,6,8,10,12,14,16 $120 $300
(blue depth), 17-
13. 0517TCX (dusky
green) 18-1028TCX
(emperador), and 15-
16. 1225TCX (sand)
14. relaxed turtle
neck sweater dress 17-0517TCX (dusky 2,4,6,8,10,12,14,16 $51.60 $129
green), 18-1028TCX
(emperador), and 15-
1225TCX (sand)
15. long duster
button up 17-0517TCX (dusky 2,4,6,8,10,12,14,16 $51.60 $129
green), 19-3940TCX
(blue depth), 14-
1128TCX (buff
orange)
15. 16. sleeveless zip-
per front dress 19-3940TCX 2,4,6,8,10,12,14,16 $40 $100
(blue depth), 19-
4006TCX (caviar),
14. and 15-1225TCX
36 (sand)
map piece & 1st delivery

Silk Slip Dress

Multiple color ways

In both delivers with different color

selection

versitaile; can be used in multiple

outfits

38 39
2nd delivery

Two repeat styles brought back

based on popularity

40 41
 marketing & merchandising
strategy

42 43
 fitting & packaging

Designed to fit a wide variety of shapes:

The Inverted Triangle clothing tag

The Lean Column
The Rectangle
ELLERY
H&M
inner tag

shopping bags
44 45
layout

instore display
floor plan

47
promotions

ellery x h&m
collection
social media shop now

websites

flyer
48
launch party/fashion show