This Six Month Buying Strategy for Dover Street Market was developed in collaboration with Christopher Parungao and Yidong Shi. We first discussed the company’s history, core mission, brand positioning, and pricing strategy. We then determined our target customer as well as potential customers surrounding a new city’s brick-and-mortar opening. We then did a SWOT analysis to compare us to competitors and a trend report to determine what products would be best to purchase for the new location. We collectively decided that Seoul, South Korea would be the best option for foreign market entry and would provide us the most opportunity for new, loyal customers and substantial monetary gain for decades to come. We then developed our six month buying plan to determine placement of funds, and created a mock assortment plan and purchase order to outline new products and exclusive collections we would potentially carry. Finally, we created an integrated marketing plan to promote business and increase sales.

Complete product development for a conceptual 1017 ALYX 9SM furniture line. For this project, I conducted a market and trend analysis, competitive review, determined target consumer base, selling channels, designed the new product (chair) with mock tech pack, and determined estimated manufacturing costs, as well as retail price with markup percentage. I then did a three year profit and loss statement for the proposed product, developed packaging and labeling, established consumer and safety testing, distribution channels, and finally I produced a complete design & creative brief, as well as a short and long term integrated marketing plan with detailed activities.

For this project, I collaborated with Raquel Delgado and Nicole Agner to take a somewhat outdated brand and give it a new look and total rebranding strategy. We chose Calvin Klein because it is an essential brand that has been popular for decades, however we decided to remove the ready-to-wear label and instead focus on the basics that the company is known for: undergarments and jeans. We covered Calvin Klein’s position in the market and SWOT analysis, and then discuss why we chose to rebrand. We developed a new logo, which we then photoshopped onto new products, garment bags, product tags, and the existing website. Lastly, we outlined our goals of rebranding, in hopes of long term success, relevance, and revenue.

For this project, I collaborated with Raquel Delgado and Nicole Agner to design a potential new Rick Owens brick-and-mortar location in Copenhagen, Denmark. This project included the 2D design and development of a floor plan and traffic pattern, a 3D store model, a mock store front and window display, and multiple 3D interior installations. We collectively chose our store concept, color scheme and overall aesthetic, store layout, specific Rick Owens Furniture installations available for purchase, an interior, interactive waterfall installation and storefront forest installation, and exclusive products specified for the new store location to attract shoppers. This project required extensive Photoshop skills, as well as floor planner software. All existing products taken from Rick Owens current collections and furniture book.

For this DAZED Magazine mockup, titled “Disorder,” I worked in collaboration with Max Ou and Zelda Xu on a Fall 2018 lookbook to guide you through fashions ever-changing notions. This is an all-season, gender-neutral, day-to-night style guide created to encourage individualism and envision an environment where nothing is cosidered “too much” or too out of the ordinary. I was responsible for the concept, creative direction, model and photographer coordination, location scouting, writing and styling. Clothing featured is by Helmut Lang, Dries Van Noten, Prada, Daisy Daisy TV, Burberry, Balenciaga and many vintage finds. Oversized blazers, loud accessories, and pattern mixing is reccommended!

Adobe Photoshop and Indesign were used.

Photography by Chuyue Wen

Assistant Styling by Yidong Shi

Styling by Yidong Shi

Models by Tiana Flores and Tristan Anderson

This was a solo project created as a trend forecast for the spring/summer 2021 season. I predicted the macro-trend,“Vacation A La Mode,” which was inspired by an exotic getaway for a fashionable woman.Three-micro trends were also predicted, which were “Villa,” “Gallery,” and “Seaside,” which drew inspiration from foreign cities, chic galleries, and dreamy beaches.The forecast predicts upcoming trends in color, fabric, prints and patterns, trims and embellishments, and accessories to create the perfect, on-trend spring or summer vacation.

Trend Journal Created to Display Past and Current Visual Merchandising and Window Display Trends Seen Across Multiple Luxury Stores Worldwide

Project was designed for Retail Management course: A conceptual pop-up store for popular New York-based perfume brand ‘Le Labo.’ The six day event would take place on a busy street in Seattle near the Le Labo brick-and-mortar store, and is intended to promote the brands new city specific scent. Through this presentation, I have outlined details of the new scent, product assortment, marketing and promotional activities, as well as a financial forecast such as budget, sales, and profit.

This Mock Ad Was Created Combining Photography and Intensive Photoshop Editing After Analyzing the Brand’s Marketing Aesthetic to Correlate Mock Ad to Existing Ones

S/S 21 Trend Forecast Development, Later Developed into a Trend Book to Further Execute Trend Predictions