The Field Capstone Project
With my teammates we have worked on a Field Capstone Project to finalize and pitch our marketing plan to designer and fashion business owner Tonia DeBellis as well as to a panel of judges comprised of professionals already working in the fashion industry. The idea is to introduce a new sub-brand and broaden the brands reach to a younger target customer of 25-35 years while sticking to its original brand values.
A Trend Board, Concept Board, and Target Market Board was created in Fall 2021 for a sub-brand with Tonia DeBellis' original brand in mind.
In the beginning of the fall 2021 term, individually, each student worked on a target market, concept and trend board to brainstorm ideas of what Tonia DeBellis' new sub-brand could look like. Above, you will see the target market board that I created.
Above is the concept board that I created for a sub-brand. This concept board was made to highlight and illustrate a natural and minimal collection that focused on natural & sustainable materials. The concept emphasizes sustainability, seamless knits, and natural dyed fabrics.
Above is the trend board that I created. It was created to show the minimally classic trend that includes basic trousers and a classic blazer. The colours are neutral and the materials are made of sustainable cotton and other ethically sourced natural fibers. The trend is about minimal and elevated workwear basics.
Above is an image of a proposed brand board that was created for my group's Tonia DeBellis sub brand. This brand board was created in collaboration with my team mates. The final board was formatted, organized and compiled by me.
The branded items are proposed to be made of 100% recycled materials and includes hangtags, personalized handwritten "thank you" notes and "about the brand" post cards which will be included in each order to help Tonia's customers learn more about the new Elevated Active sub brand that was created for our final project.
Above is the final group trend board that I was able to format and organize for the final marketing presentation. the board includes an earth tone colour palette which represents our sub-brand. The board also highlights sustainability and recycled synthetic fibers which will be used in our collection and will be applied in product, production and in the delivery process.
Above is my team's story board. This board was a collaborative effort amongst my team members and includes our colour palette and the collection items that will be included in our sub-brand Elevated Active.
Above is a fabric board that I collaborated on.
My team's collection features jersey and rib knit Nylon fibers for the right amount of comfort for an activewear brand. Technical fabrics are used for compression, odour resistance and moisture wicking.
ELEVATED ACTIVE.mp4In the above video, I created a short clip for a YouTube mockup #short on ways to style the clothing assortment for our group's sub brand. The YouTube Fashion Guide shows ways to achieve easy and chic looks with our Elevated Active products which communicates functionality, versatility and comfort. To attract our target customers, we provide on-the-go looks which allow women to transition their outfits from sophisticated, vintage, chic, and casual fashion styles to much more elevated looks.
We used high-quality video content with the use of soft lighting and minimal effects to reduce information overload and created a call to action such as asking viewers to like, comment, and subscribe. This video was used in the digital commerce section of our final marketing presentation.
Above are excerpts from my group's final marketing presentation for the Seneca College School of Fashion FIELD Capstone Project 2022. This was the greatest collaboration project that I worked on and is the final product of my team's hard work in our last year in the Fashion Business Management program.
OTHER PROJECTS
Google Analytics_Beginners_Course Certificate.pdfWireframes
Wireframes were created in our Digital Commerce course in our final term keeping Tonia DeBellis' business needs in mind. The wireframes seen above were made to improve Tonia's current website layout while improving navigation, functionality, and creating a better browsing experience which would increase session times and increase sales.
FDM601 Assignment 2 Presentation .pptxMedium-Form Content
In our Digital Marketing 2 course, I collaborated on a medium-form digital content presentation highlighting email marketing strategies that our team will use to improve the Tonia DeBellis brand.
FDM601 Assignment 3 Presentation .pptxShort-Form Content
I collaborated on a short-form digital content presentation where we spoke of our marketing strategies to use Instagram, TikTok and Youtube to our advance to promote the Tonia DeBellis brand and expand our customer base.
V2- Assignment #2.pptxDigital Commerce
This group presentation was created by myself and my team to highlight our digital commerce strategies for Tonia DeBellis and for our Elevated Active sub-brand. We highlighted our KPIs and showed mockups for our updated brand website.
Adobe Illustrator
In this program, we were introduced to Adobe Illustrator for making croquis and fashion illustrations. In addition to this, Illustrator was also used to create concept boards, target market boards, and mood boards. Above are examples of some of my beginner projects for a fashion illustration class and trend and mood boards that were created for a Trend Forecasting class.
The Boutique @ Seneca
For the Boutique @ Seneca College in the Fall 2020 term, I was apart of the Digital Operations team. This was the first time operating the Seneca boutique online due to the Covid-19 pandemic. My team was put in charge of inputting each style item into the Lightspeed e-commerce online boutique. We created discount codes, and made key words on the site for better search-engine optimization. We also tracked online shopping stats and kept track of the websites analytics. With this information we then created reports and made online newsletters to keep shoppers informed. Our newsletter can be seen in the images above.
Team #2104's official sub-brand logo for Elevated Active