Donghua UniversityLeah 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 · 25

Target Customer

Chic

Playful

Lovely

Campus

Basic Trendy

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Young & Fresh

The Trend

The 1950s trend

Cute details & elements

Lovely & Playful elements

Added chic taste

““Fifties Fifties Dare to Play”Dare 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

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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

¾-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 ¾ 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 JacketCropped boxy jacket with contrasting shearling panels that add texture, and also bejeweled buttons that add cuteness to the style.

Boxy JacketSlightly 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. It’s made on a water-proof-coating polyester with fleece lining.

Safari CoatLong coat with tighter and adjustable waist line. It comes with a hoody and it’s made on waterproof-coated polyester.

High-waisted Coat

PricingTo

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RMB 129 · 249

RMB 249 · 369

RMB 399 · 599

RMB 499 · 649

RMB 349

RMB 249 · 399

4 Awesome Outfits

Ready for class

Out for a movie

Let’s 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?