CAPSTONE I & II

CAPSTONE I: APPAREL MERCHANDISING & MARKETING

CIVIC: CURATED PRODUCTS. NEW STREETS.

A PROPOSED BUY, SELL, AND TRADE BUSINESS UTILIZING MOBLITY AND EXPERIENCE DRIVEN SHOPPING FOR URBAN OUTFITTERS INC.

This capstone course is a semester long research project that analyzes management techniques to enhance retail productivity. This project emphasizes innovating a strong retail marketing strategy to further develop the apparel industry. Full report can be requested via "contact me" in the ABOUT section of this digital portfolio.

The purpose of this business proposal is to introduce a new concept for the shopping experience of Urban Outfitter customers, with a mobile clothing store specialized in resale and vintage streetwear garments. Civic will inflate the Urban Outfitters target market by opening a pop-up store in areas without access to on-trend clothing stores. The stores are readily mobile through the use of shipping containers, as a retail space. Civic will also create a shopping experience for customers, coherent with the recent changes to the URBN brand expansion. Civic will fill the market gap, bringing streetwear to locations lacking these unique products.

The service was created in the following ways:

Identifying problems in the marketplace
Market leader and gap analysis
New product line value proposition
Branding and value chain strategy
Brand Owner and Target Consumers
Product and Omni-channel strategy
Merchandising and pricing strategy
Promotion, communication and consumer service strategy
Implementation controls
Budget statement

PROJECTED COMPLETED IN COLLABORATION WITH EVAN SCHERDER, ANDREW WAKEMAN, IRELAND REEVES, AND SARAH NEWMAN. ALL GRADUATES OF THE UNIVERSITY OF MISSOURI.

ALL PHOTOSHOP & GRAPHIC DESIGN WORK COMPLETED BY MOLLY WAINSCOTT

RESEARCHED GRAPHIC DESIGNS

SCROLL

GAP ANALYSIS

KEY (COMPETITORS):

BE: BUFFALO EXCHANGE

TRR: THE REALREAL

RT: ROUND TWO

CIVIC LOGO

CIVIC ICON

OMICHANNEL MARKETING STRATEGY

SHOPPING BAG

SHOPPING TAG -

FRONT

SHOPPING TAG -

BACK

SHIPPING CONTAINER PLANOGRAM

VISUAL CONCEPT MOCKUP

GREY BACKGROUND TO BE REPLACED WITH LOCAL ARTISTRY GRAFFITI

CAPSTONE II: APPAREL PRODUCT DEVELOPMENT

FINELY TUNED - AUTUMN/WINTER 2021

This capstone course is a semester long research project which integrates consumer research and industry trends, to develop a competitive apparel line. This line is produced collaboratively to equate industry standards of team based approaches.

The concept of this line is to showcase women's separates that are transitional at the contemporary and moderate price point. These pieces are carefully to complete the ultimate, interchangeable, capsule wardrobe. Each item can be layered, separated, or worn as designed to create several outfits, with a finite number of garments. This promotes sustainability and deters the consume away from fast fashion retailers.

This line had the intentions of being physically constructed, however, due to the COVID-19 pandemic, the project went virtual. The project was finalized May 2020 as Technical packs.