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Donghua University
Leah Chiang
ES Fall Winter 13
Product Proposal
Shanghai, June 2013
Based on our analysis done on ES
Introduction
The different trends researched
Information provided to us by the ES team
Girls 18 揃 25
Target Customer
Chic
Playful
Lovely
Campus
Basic Trendy
Mapping
LowPriceHighPrice
Young & Fresh
The Trend
The 1950s trend
Cute details & elements
Lovely & Playful elements
Added chic taste
FiftiesFifties
Dare to PlayDare to Play
Sweater
dress
Peplum
Slim fitCropped
silhouettes
Pearls
Fuzzy
textures
Color Palette
Fluffy Grey
Neutral
Emerald Lake
Bright
Sunny Yellow
Bright
Soft Chick
Pastel
Vintage
Burgundy
Dark
Light Black
Dark
1024 C 21-3324 TPX 17-483 TPX 7507 C 4332 A 1211 C
Line SheetTopsSweatersJacketsOuterwear
Dresses
Bottoms
key key
key
key
key
Short, curly-edged, cap
sleeve with curly bottom
line as well offering a
greater feminine look to
the style. The fabric is 50%
viscose , 50% modal.
Tops
他-sleeve, jersey knit t-
shirt. It is not slim fit but
not lose either. The fabric
is 100% polyester.
Basic denim shirt with
pleated detail on the
shoulders enhancing a
greater feminine look of
the silhouette. The fabric
is lightweight denim,
cotton 100%.
Slim fit georgette blouse
with elbow-length sleeve
and laser-cut details on
the cuffs and bottom line.
This style adds a touch of
elegance to the collection.
V-neck T-shirt 他 Sleeve T-shirt Denim Shirt Georgette Blouse
Slim, pleat-front pants; half-
peplum inserts in the front
edge adding a sense of
feminism and freshness to
the silhouette
Bottoms
Heavy-weight
georgette (crepe)
Slim, washed, denim shorts
that allow the customer to
combine with multiple items
from the collection as well
as refreshing the whole
collection. Stockings could
be worn underneath.
Denim Shorts
Crepe Skinny
Pants
Oversized sweater dress.
Dresses
14-gauge, full-fashion
sweater dress, with long
sleeves and thigh length.
Bulky yarn
Sweaters
10-gauge, cable sweater,
revamped with different
proportions, with longer
3X3 ribs on the cuffs. The
silhouette is cropped and
bulky, which add a chic
look to the collection as
well as a sense of warmth.
Oversized sweater on
candy colored fluffy acrylic
and enhanced with pearls
trimming allover the top
part.
Cotton pullover becoming
cute and playful with
floral-style motifs. Cut and
sew.
Cable Sweater Cable Sweater Printed Pullover
Cutesy cardigan with puff
sleeves, round neckline
and contrast ribs.
Cutesy Cardigan
Cotton candy, whipped
and weightless; fibrous,
tactile hand
Ribbed jacquard jacket, cute
and cropped in double-
breasted shape. Spongy
yarns meet fake fur collar
and oversized buttons.
Jackets
Fake Fur Jacket
Cropped boxy jacket with
contrasting shearling panels
that add texture, and also
bejeweled buttons that add
cuteness to the style.
Boxy Jacket
Slightly oversized jacket, in
corduroy with dry hand and
narrow whales.
Boyfriend Jacket
Outerwear
Mid-length coat with cargo
pockets on the sides and
other details that make
the style look chic yet
femini-ne. Its made on a
water-proof-coating
polyester with fleece
lining.
Safari Coat
Long coat with tighter and
adjustable waist line. It
comes with a hoody and
its made on waterproof-
coated polyester.
High-waisted Coat
PricingTopsSweatersJacketsOuterwear
DressesBottoms
RMB 129 揃 249
RMB 249 揃 369
RMB 399 揃 599
RMB 499 揃 649
RMB 349
RMB 249 揃 399
4 Awesome Outfits
Ready
for class
Out for a
movie
Lets just
hang out
Wanna get
food?
Going on
a date
Why it will work?
Newness!
Versatile collection
Chic touch added
3 Magic words
Pricing strategy
Any questions
or comments?

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ES Product Proposal

  • 1. Donghua University Leah Chiang ES Fall Winter 13 Product Proposal Shanghai, June 2013
  • 2. Based on our analysis done on ES Introduction The different trends researched Information provided to us by the ES team
  • 3. Girls 18 揃 25 Target Customer Chic Playful Lovely Campus
  • 5. Young & Fresh The Trend The 1950s trend Cute details & elements Lovely & Playful elements Added chic taste FiftiesFifties Dare to PlayDare to Play
  • 7. Color Palette Fluffy Grey Neutral Emerald Lake Bright Sunny Yellow Bright Soft Chick Pastel Vintage Burgundy Dark Light Black Dark 1024 C 21-3324 TPX 17-483 TPX 7507 C 4332 A 1211 C
  • 9. Short, curly-edged, cap sleeve with curly bottom line as well offering a greater feminine look to the style. The fabric is 50% viscose , 50% modal. Tops 他-sleeve, jersey knit t- shirt. It is not slim fit but not lose either. The fabric is 100% polyester. Basic denim shirt with pleated detail on the shoulders enhancing a greater feminine look of the silhouette. The fabric is lightweight denim, cotton 100%. Slim fit georgette blouse with elbow-length sleeve and laser-cut details on the cuffs and bottom line. This style adds a touch of elegance to the collection. V-neck T-shirt 他 Sleeve T-shirt Denim Shirt Georgette Blouse
  • 10. Slim, pleat-front pants; half- peplum inserts in the front edge adding a sense of feminism and freshness to the silhouette Bottoms Heavy-weight georgette (crepe) Slim, washed, denim shorts that allow the customer to combine with multiple items from the collection as well as refreshing the whole collection. Stockings could be worn underneath. Denim Shorts Crepe Skinny Pants
  • 11. Oversized sweater dress. Dresses 14-gauge, full-fashion sweater dress, with long sleeves and thigh length. Bulky yarn
  • 12. Sweaters 10-gauge, cable sweater, revamped with different proportions, with longer 3X3 ribs on the cuffs. The silhouette is cropped and bulky, which add a chic look to the collection as well as a sense of warmth. Oversized sweater on candy colored fluffy acrylic and enhanced with pearls trimming allover the top part. Cotton pullover becoming cute and playful with floral-style motifs. Cut and sew. Cable Sweater Cable Sweater Printed Pullover Cutesy cardigan with puff sleeves, round neckline and contrast ribs. Cutesy Cardigan
  • 13. Cotton candy, whipped and weightless; fibrous, tactile hand Ribbed jacquard jacket, cute and cropped in double- breasted shape. Spongy yarns meet fake fur collar and oversized buttons. Jackets Fake Fur Jacket Cropped boxy jacket with contrasting shearling panels that add texture, and also bejeweled buttons that add cuteness to the style. Boxy Jacket Slightly oversized jacket, in corduroy with dry hand and narrow whales. Boyfriend Jacket
  • 14. Outerwear Mid-length coat with cargo pockets on the sides and other details that make the style look chic yet femini-ne. Its made on a water-proof-coating polyester with fleece lining. Safari Coat Long coat with tighter and adjustable waist line. It comes with a hoody and its made on waterproof- coated polyester. High-waisted Coat
  • 15. PricingTopsSweatersJacketsOuterwear DressesBottoms RMB 129 揃 249 RMB 249 揃 369 RMB 399 揃 599 RMB 499 揃 649 RMB 349 RMB 249 揃 399
  • 16. 4 Awesome Outfits Ready for class Out for a movie Lets just hang out Wanna get food? Going on a date
  • 17. Why it will work? Newness! Versatile collection Chic touch added 3 Magic words Pricing strategy