ashley stanton fidm writing folio

WritingFolio

AshleyStanton925‐451‐1911

[email protected]

TableofContents

BioandOverview

PeerInterview

RetroFashionTrend:Interview&Research

Article

PressKit

Style&TrendObservationBlogPost

FashionWebPage,TweetandFacebookPost

Advertising:OldSpiceAdConcepts

MobileMarketingPiece:Restaurant

PromotionforNYFashion’sNightOut

BroadcastMediaScript

Overview

Oscar Wilde said, “You can never be overdressed or

overeducated.” Ashley came to appreciate this saying at an early age.

With a passion for fashion and knowing everything she can about the

industry, Ashley has developed an eclectic skill set. She is a creative and

dedicated individual with experience in many different roles throughout

the retail industry.

She is currently completing her degree in Merchandise Marketing in

San Francisco at FIDM/Fashion Institute of Design & Merchandising. Ashley

is looking for an opportunity with a great company to gain the experience

necessary to open her own business some day. With proficiency in luxury

sales, store management, and visual merchandising Ashley is sure to be a

welcomed addition to any professional setting.

This Writing Folio showcases the creative and technical abilities

Ashley has for the different styles of writing within the fashion industry.

Including broadcast, mobile, print, and web marketing.

PeerInterview

ThePeerInterviewisanarticleaboutLexi

Ochoa.Itiswritteninthestyleoftheinverted

pyramidandfeaturedinherhometown

newspaper.

RetroFashion‐Trend:Interview&ResearchArticle

Thisinterviewwaswrittenforanonline

magazineandconductedwithapersonwhocame

ofageinanearliertimeperiod.Itisreflectiveof

thetrendsduringthattime.

PressKit

ThePressKitwascreatedforthelaunch

ofSarahJessicaParker’sshoecollectionat

Nordstrom.Itincludesacoverletter,news

release,factsheet,photoopportunitysheet,and

photowithcaption.

Style&TrendObservationBlogPost

“HarlowDreams”isablogaboutfashionand

film.ItcoversTheRedCarpetfromtheGolden

Globesthroughphotosandtext.

FashionWebPage,TweetandFacebookPost

AtweetandFacebookpostwerecreatedto

announcethelaunchofanonlinefashion

magazine.Thehomepageofthemagazine

showcasesphotosandcopyofwhattoexpect

fromtheissue.

Advertising:OldSpiceAdConcepts

Anadvertisingcampaignwascreatedto

introduceanewproductlineforOldSpice.The

campaignincludesasituationalanalysis,

newspaperad,magazinead,searchenginetextad,

onlinebannerad,andFacebookad.

MobileMarketingPiece:RestaurantPromotionforNY

Fashion’sNightOut

SMSmessageswerecreatedandsentto

potentialcustomerstopromoteanewrestaurant.

BroadcastMediaScript

Atelevisionscriptwascreatedforafeature

storyontheDieselfashionshowforFall2014.The

scriptfeaturesaudioandvideo.

January 22, 2014

Fetching Future

By Ashley Stanton

With luxury pet boutiques on the rise, our very own

Lexi Ochoa of Santa Rosa has a bright future ahead

of her. Ochoa, age 23, is the manager of local pet

boutique Fideaux in Healdsburg. Currently enrolled

in the Merchandise Marketing program at

FIDM/Fashion Institute of Design & Merchandising

in San Francisco, Ochoa could soon be making

headlines for her expertise in the luxury pet industry.

Ochoa has been an animal lover since her very first dog Sophie, who was a dachshund and her

best friend. She had a paid internship as a veterinary surgical technician in high school which she

thought would lead her to becoming a veterinarian until being around sick animals proved to be

too much for her. Ochoa found a different path and started as an associate at Fideaux. A year

later she was promoted to Assistant Manager and just 8 months after that she was bumped up to

Store Manager. Fideaux first opened its doors in Saint Helena in 1996. It was so successful it

opened the Healdsburg location in 1998. Fideaux carries everything your furry friends could ever

want or need. Stop in and visit Lexi and her coonhound companion Charlie.

TinyDancerByAshleyStanton

Sex,drugs,androckn’rollglamorizedthelate1970’s.KimStantonrecallsherhighschoolyearsduringthiswildtimeinhistorywherediscowaskinguntilthesexappealofrockbandstookover.Howwouldyoudescribeyourstyleduringthistime?“IdidcompetitivediscodancingsoIguessmystylewaskindofdisco‐inspired,lotsofwrapdresses,leotards,andplatformshoes.Oh,andfeatheredhair.HadtofeatherthehairlikeFarrahFawcett;thatwasallthe

rage.Iwasreallyintorockmusictoothough,soIalsoworealotofbell‐bottomsandcroptops.”Howwouldyourfriendsorfamilyhavedescribedyourstyle?“Friendsandpeersatschoolconsideredmefashionable.Iwasfortunateenoughtobeabletoaffordniceclothes.Myparentsweren’treallyaroundthatmuchsotheydidn’thavemuchtosayregardingthewayIdressed.Sometimesifmytopor“daisydukes”weretooshortmydadmadecommentsbutthatwasthestylethen.”

Whatwasyourgo‐tooutfit?“IworeDittojeansandplatformshoesasmyday‐to‐day“uniform”.ForspecialoccasionsortogodancingIworeleotardsandwrapdresses.”Whowasyourfashionidol(s)?“CherylTiegs.Shewasreallythefirst“supermodel”beforetheywerepopular.Girlsmyagelookeduptoherfashionsenseandtheguys,welltheylikedherbikinishots.”Whowasyourfavoritedesigner(s)?“IreallylikedDianevonFurstenberg,butIcouldn’treallyaffordheratthetime.Shehadjustcomeoutwithherfamouswrapdress.”Whatmovieswerepopularduringthistime?“Iwasreallyinto“SaturdayNightLive”becauseIloveddancing.“Grease”wasreallypopularalso.JohnTravoltawaspopularingeneral.“AnimalHouse”and“AnnieHall”werealsobigmovies.”Whowereyourmusicalidols?“Mytop3wouldprobablybeAerosmith,TheBeeGees,andDavidBowie.StevenTylerwasverysexyandtheirmusicwasabreathoffreshair.Theywerecalled“thepoorman’sRollingStones”.DiscowasalltheragesoTheBeeGeeswereverycoolthen.DavidBowiewasaheadofhistime.Hewasalsoafashionicon.Ireallyliked(andstilldo)EltonJohntoo.”Whateconomic,political,orsocialmovementofthetimeresonatedwithyouthemost?

“TherewerealotofprotestsgoingontostopthewarinVietnam.IremembertheKentStatemassacreveryvividly.Itwasaverysadtimeandtherewasalotofbacklashfromit.Ialsorememberthe1979energycrisisbeingalloverthenews.”Ifyoucouldhavelivedthistimeofyourlifeinadifferenttimeperiod,whatwoulditbe?“TobehonestIdon’tthinkIwouldchangeitifIcouldbutthe1950’scouldhavebeenafuntime.Maybeit’sbecauseIlikedthemovie“Grease”somuch.”Whatwasyourgreatestmemory?“Gettingmylicensewasabigdeal,thenIcoulddrivetoChicagotogotoconcertswithfriends.Graduatingfromhighschoolwasalsoahugedeal,weallwantedtogetouttathere.”So,washighschoolinthe1970’sjustliketheydepictitinthemovies?“Itwasbetter.Wewerethefutureandeverythingwasoursforthetaking.Andwehadonekillersoundtrackplayinginthebackgroundofourlives.

Kimconfirmedmybeliefthatcomingofageinthe1970’swasthetimeofherlife.Greatfashion.Greatmusic.Greatlife.Whatmorecouldyouaskfor?

865MarketStreetSanFrancisco,CA94103

February5,2014Ms.LauraCompton,StyleEditorTheSanFranciscoChronicle901MissionStreetSanFrancisco,CA94103DearMs.Compton,Iamexcitedtosharewithyouinformationregardingthelatestadditiontoourluxuryshoeandaccessorydepartment.Attheendofthismonth,NordstromwillbedebutingthelaunchofSarahJessicaParker’snewaccessorylineSJPwithinselectlocationsofourretailstores.ParkerwillbevisitingourSanFranciscolocationFebruary28thtopromotehernewlinethroughmeetandgreets.AsI’msureyou’realreadyaware,SanFranciscoisaprosperingcenteroffashionandinspiration.Webelieveagoodportionofthedemographic,bothvisitingandresidingwithintheSFareawouldbejustasthrilledtoreadaboutourupcomingevent,aswearetoshareitwithyou.Inthismediakityouwillfindthefollowing:

NewsreleaseintroducingSarahJessicaParker’snewaccessoryline,SJP Factsheet Publicityphotos

Pleasereviewtheenclosedmediakit.Ifyouhaveanyfurtherquestionsconcerningtheshoelineorourcompany,pleasedonothesitatetocontactmeat(415)243‐[email protected],JamieJohnsonEventSpecialist


NEWSRELEASEFORIMMEDIATERELEASE FORMOREINFORMATION:February5,2014 JamieJohnson EventSpecialist Office:(415)243‐8500 [email protected]

SarahJessicaParkerPromotesNewShoeLineAtNordstrom

SANFRANCISCO,CA‐SJP,thelongawaitedshoelinefromstyleiconSarah

JessicaParkerisdebutingatNordstrom.SarahJessicaParkerwillbeattheSan

FranciscoCentreNordstromonFebruary28thfrom5to8pmtointroducethe

collection.Thisisacant‐misseventforSJPfansandshoe‐loversalike.

Bestknownforherroleasshoe‐lovingCarrieBradshawonSexandtheCity,

Parkerconsidersthisherpassionproject:“Asanactress,I’vespentsomuchtimein

shoes.IreallyfeellikeIhaveanadvantage.ForthecollectionParkerteamedwith

ManoloBlahnikdirectorGeorgeMalkemus.“Wewanttooffersomethingdifferent,

somethingthathasn’tbeenavailablesofar,”shesaid.

Thecollectionwillhaveeverythingfrombootiesandflatstosandalsand

pumps.Parkerwillbeonhandtomeetandgreet,takephotosandsignshoes.Intrue

CarrieBradshawstyle,CosmopolitansandCupcakeswillbeserved.

‐###‐


FACTSHEETFORIMMEDIATERELEASE FORMOREINFORMATION:February5,2014 JamieJohnson EventSpecialist Office:(415)243‐8500 [email protected]

Nordstrom

SarahJessicaParkerandNordstromteamtolaunchParker’snewaccessorylineSJP.

Thecollectionwasco‐producedbyManoloBlahnikdirectorGeorgeMalkemus.

SarahJessicaParkerwillbeattheSanFranciscoCentreNordstromon

February28thtopromotethecollection.

Parkerwillgreetshoppersandautographshoesatthelaunch.

Thecollectionwillfeatureover25varietiesofshoesrangingfrom$195to$495,aswellas3differenthandbagstylesand2trenchcoats.

‐###‐


PHOTOOPPORTUNITYSHEET FORIMMEDIATERELEASE: FORMOREINFORMATION: February5,2014 JamieJohnson

EventSpecialist (415)243‐8500 [email protected]

SarahJessicaParker:PersonalAppearanceatNordstrom

What: SarahJessicaParker,alsoknownasherSexandtheCityalterego,CarrieBradshaw,hasdevelopedherveryownNewYorkinspiredaccessoryline.ThecollectionwillbefeaturedexclusivelywithNordstrom,Nordstrom.com,andvariouspop‐upstores.

Who: SarahJessicaParker,veteranactressbestknownforherroleonSexand

theCity.When: ParkerwillbeatTheSanFranciscoCityCentreNordstromonFriday

February28thfrom5to8pm.Where: ThecollectionwillbereleasedatTheSanFranciscoCityCentre

Nordstromlocationat865MarketStreetinSanFrancisco,CA94103.Why: TopromoteSarahJessicaParker’snewaccessorycollection,SJP.

‐###‐


SarahJessicaParker:PersonalAppearanceforNordstrom865MarketStreetSanFrancisco,CA94103

PHOTOCAPTIONFORIMMEDIATERELEASE Formoreinformation:February5,2014 JamieJohnson (415)243‐8500 jamiejohnson@Nordstrom.comSarahJessicaParkerwillbeatTheSanFranciscoCityCentreNordstrompromoting

hernewaccessoryline,SJP.Thecollectionwillfeaturethe“Carrie”T‐strappump

(pictured)aswellasthe“Manhattan”TrenchCoatand“NewYorker”hobobag.

Harlow Dreams: Fashion and Film

Old Hollywood Glamour revived on the Golden Globes Red Carpet

Posted on February 12, 2014

Tags: Jean Harlow, dreams, Hollywood, glamour, Golden Globes, The Red Carpet

By Ashley Stanton

It’s that time of year again: Awards Season in Tinsel Town. In Hollywood, where cocktails and laughs are served straight up and dreams are fulfilled, the bold and brightest put on their Sunday best. The 2014 Golden Globes did not disappoint. There was definitely a recurring trend on the red carpet this year- Old Hollywood Glamour. Delicate details, fine fabric, hip-hugging haute couture and sweeping silhouettes reminiscent of the golden era were the top picks of Hollywood’s finest. My top 5 picks were not only the most beautiful but also looked like they could have been plucked from an old photograph.

Cate Blanchett dazzled in lace Armani Couture with Chopard earrings…a modern day Grace Kelly.

Zooey Deschanel was perfection in Oscar de la Renta gown and shoes with Neil Lane jewels. She is a quirky Audrey Hepburn.

Emma Roberts looked smoldering in a Lanvin gown and Neil Lane earrings. She has the same spark Rita Hayworth had.

Kate Beckinsale stunned in Zuhair Murad and Chopard jewels. It’s no wonder she was chosen to play Ava Gardner in “The Aviator”.

Margot Robbie was flawless in Gucci and Van Cleef jewels. A resurrection of Veronica Lake.

The looks at the Golden Globes were gorgeous but this was just a warm-up to the Academy Awards-Hollywood’s biggest night. Based on what we’ve seen so far I can only imagine what’s in store for the Oscar’s red carpet. My prediction? Most, if not all of these ladies will be on my top 5 list again.Stay tuned for my re-cap of the looks from the Academy Awards, where there is sure to be another revival of old Hollywood glamour.

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SituationalAnalysis

I. ExecutiveSummary:Withover75yearsexperienceinmalegrooming

products,OldSpiceisfinallyexpandingtheirbrandtocreate“Control”,an

acne‐carelinegearedtowardsyoungmenbetweentheagesof16‐25.

“Control”willhaveaproductlineconsistingoffacewash,toner,

moisturizerandbodywash.Theacne‐fightingingredientsin“Control”are

allnatural.Theproductsareeasytouseandaffordable.Keepingwiththe

OldSpicebrand,theyaremasculine,smellgood,andappealtothe

oppositesex.

II. SWOTAnalysis

Strengths:OldSpiceisanestablishedbrandbackedbymegacompanyProcter&Gamble.Theyknowexactlywhotheircustomerisandhowtosuccessfullyadvertisetothem.OldSpicehasaloyalcustomerbasebecausetheyhavecontinuouslyprovidedproductsthattheircustomerswantandatpricestheyarewillingtopay.

Weaknesses:Althoughtheyareinthebeautybusinessproviding

productssuchasbodywash,deodorant,andsoaptheyhaveneverofferedanyspecificfacialoracne‐careproducts.

Opportunities:Iftheyaresuccessfulintheacne‐carearenathey

canreallydominatethisindustry.Theyhavealotofcustomersrangingfromteenagerstoyoungadultsandthisagegrouptypicallydealswithacne.ThesecustomerschooseOldSpicefortheirbodywashes,deodorantsandsprays;ifOldSpiceofferedacne‐careproductstheywouldbethrilled.

Threats:Theirlackofexperienceinacne‐carecouldbeconsidered

athreatbuttheirexperienceinbodycareandtheirtrustednameintheindustrycouldhelpthem.Therearesomecompetitorsthatcouldposeathreattotheirnewventure.Proactiv,Clearasil,andClean&Cleararethetopcompetitors.Theirpricepointsarevery

comparabletoOldSpiceandtheyarealreadyestablishedacne‐carebrands.

III. SituationAnalysisa. ClientandProduct

OldSpicewasfoundedin1934andwasproducedbyShulton,Inc.Itwasinitiallycreatedasabrandforwomenbutthatdirectionquicklychangedtomen.

OldSpiceiscreatinganewskincarelineforthetreatmentofacnegearedtowardsyoungmen.

Theproductsfallunderthebeautyandskincareindustry. Theactiveingredientsintheproductsareallnatural.

b. TargetAudience Thetargetcustomersareyoungmenwhosufferfromacne

orarelookingtopreventacne.Thetargetageis16buttheyarelikelybetweentheagesof16and25.TheyarealreadyOldSpicecustomersandarelookingformasculineandaffordableskincareproducts.

Thecustomersareveryactiveandprobablyparticipateinsportsorotheroutdooractivities.Theyaresocialandloveinteractingwithpeople.Theytakeprideintheirappearanceandarehealthconscious.

c. ProductBenefits “Control”usesallnaturalactiveingredientssuchasaloe

vera,teatreeoil,thymeandwitchhazel. OldSpiceisabelovedbrandamongmanymen;anacne‐

carelineisdefinitelysomethingthathasbeenmissing.Thisnewproductlinewillallowmentouseabrandtheylove,improvingtheirskin,thusincreasingtheirconfidence,whileretainingtheirmasculinityandalittlebitofmoney.

d. CurrentBrandImage CustomersseeOldSpiceasagreatbrandthatoffersbody

careproductsthatareaffordable,smellgood,andareappealingtotheoppositesex.

e. DesiredBrandImage OldSpicewantstobeconsideredatopbrandforteensin

theacne‐carearena.f. DirectCompetitionandBrandImage

Proactiv,Clearasil,andClean&CleararedirectcompetitorsofOldSpice.

KathyRodan,M.D.andKathyFields,M.DfoundedProactivin1995.Proactivwascreatedspecificallyforthetreatmentofacne.Theactiveingredientusedintheproductsisbenzoylperoxide.Theyhavebeensuccessfulinmarketing

ProactivthroughcompanyGuthy‐Renkerandcelebrityendorsements.

IvanCombeandKedzieTellerfoundedClearasilin1940.Itwasthefirstbrandcreatedspecificallyforthetreatmentofacneonyoungerskin.Clearasilusesbenzoylperoxide,sulfur,resorcinol,triclosanandsalicylicacidasactiveingredients.Theyhaveawiderangeofproductsandareextremelysuccessful.

RevlondevelopedClean&Clearin1957.Originallyconceivedasaproductlinethatcontainednodyesorfragrances;theirfirstlineconsistedofshampoo,conditionerandfacialproducts.AftertheyweresoldtoJohnson&Johnsontheyweremarketedasanacne‐carecompany.Theynowfocusonavarietyofskinconditions.

Itscompetitorsareknownfortheiracne‐fightingproducts. OldSpiceisstrivingtoalsobeknownforacne‐fighting

productsaswellastheirstandards.OldSpicehasanedgeoverthecompetitionbecausetheyofferproductslikedeodorantandsoap.Proactiv,Clearasil,andClean&Clearonlyofferacne‐careproducts.

g. IndirectCompetitionandBrandImage AxeisacompetitorofOldSpice’scurrentproductline;

becausetheydon’thaveacne‐careproductstheywouldnotbeadirectcompetitorof“Control”.

Indirectcompetitorscouldbeanybeautyproductcompanythatdoesn’tofferacne‐fightingproducts,butcustomerschooseoverOldSpicebecauseofotherbenefitstheymayoffersuchaspleasantsmellorpackaging,advertisementsandendorsements.

h. AdvertisingObjective ToconvincecustomerstobuyOldSpice’sacne‐care

productsoverthecompetition.i. StrategicMessage

Toshowyoungmentheycanfightacne,lookbetter,feelbetter,gainconfidenceandattracttheoppositesexallwhileretainingtheirmasculinityandalittlebitofmoneyintheirpockets.

j. SupportingBenefits Alltheactiveingredientsintheacne‐carelinearenatural. Theproductsareaffordable. Theyfightacneandsmellgood. Theyaremasculineandappealtotheoppositesex.

SUPERMAN FACES HIS TOUGHEST VILLAIN YET.

Take with our line of krypton free, natural ingredients to help vanquish your acne and feel super once again.

www.oldspice.com

www.oldspice.com

Everything But Nice?

Everything But Nice?

Google Ad

TelevisionScript

Show:DieselfuelsFashion Writer:RebeccaSheridanProject:Fall2014RunwayShows Announcer:CarterRayTitle:DieselFall2014RunwayShow Producer:AshleyStanton VIDEO: AUDIO:TABLEOFCONTENTS Precis:(insertRT) Soundbite:David&VictoriaBeckham Soundbite:JillianMercado Soundbite:AndreasMelbostadPRECIS:It’sthattimeagain:FashionWeekinNewYorkCity.WearehereatMadisonSquareGardentocatchtheDieselFall2014RunwayShow.Slate#1: NATSOUNDB‐roll(WS)ofNewYorkCitySlate#2(WS)outsideofMadisonSquareGarden NATSOUNDSlate#3 (MS)outsideofMadisonSquareGardenwherePeoplearearriving(CU)ofcelebrities(CU)ofDavid&VictoriaBeckham SOT#1David&Victoria

Beckham:“WEJUSTLOVEFASHIONWEEK…SUCHANEXCITINGTIME.ANDREASISADEARFRIENDOFOURS,ITSWONDERFULTOBEHERETOSUPPORTHIM.HEISSUCHANINSPIRATIONINTHEFASHIONCOMMUNITYANDWECANTWAITTOSEETHESHOW.”

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VIDEO: AUDIO:Slate#4 NATSOUNDPaninsideMadisonSquareGarden(MS)ofaudienceandrunway Announcer:ASYOUCAN SEE,GUESTSAREFINALLY ENTERINGTHEVENUETO FINDTHEIRSEATS.IT DOESN’TLOOKLIKE THEREWILLBEAN EMPTYSEATINTHE HOUSE.Slate#5 NATSOUNDSBACKSTAGEB‐rollofmodelsbackstage(CU)ofmodelsgettingreadySlate#6Panmodelsbackstage Announcer:DIESELHAS MADEHEADLINESFOR THEIRUSEOF UNCONVENTIONAL MODELSINRECENT CAMPAIGNS,INCLUDING FASHIONEDITORJILLIAN MERCADOWHOHAS MUSCULARDYSTROPHY. JILLIANISHERETONIGHT ANDWILLBEMODELING INTHESHOW.(CU)ofJillianMercado SOT#2:JillianMercado: “DIESELISA COMPANYWHERE EVERYONECANWEARIT. YOUDON’THAVETOLOOK LIKEAMODELTOWEAR IT..I’MNERVOUSTOBE INTHESHOW,BUTI’M ALSOVERYPROUD.”Slate#7Panbackstage(CU)ofAndreasMelbostad SOT#3AndreasMelbostad: “WEARETHRILLEDTO

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VIDEO: AUDIO: UNVEILTHIS COLLECTION.WEHAVE ALLWORKEDSOHARD ONITANDWEHOPEYOU ENJOYTHESHOW.”Slate#8Panrunway Announcer:THESHOWIS KICKINGOFFNOWANDI CANALREADYTELLIT’S GOINGTOBEAGREAT ONE.(WS)ofmodelsonrunway NATSOUNDMUSICFOR RUNWAYSHOW(MS)ofmodelsonrunway(CU)ofmodelsonrunway

‐END‐

ashley stanton fidm writing folio

Education