Ashley RayFashion & Marketing Management

Personal Statement

My style can be best described as edgy, girly, and boyish. I want others to see that I am unique, creative, and

that I can bring a lot of different options to the table. I am always

seeking inspiration and I believe that inspiration can be found in

everyday life.

Sourcing and Technical Design

Through research and having a desire to create a business that focuses on the plus size market, I developed a mission and a vision statement. I created a line of fashion illustrations, technical drawings

and fabric specification sheet that would emanate a flirty and casual style for this target market.

Lucky Plus is a plus size clothing store that will begin as an ecommerce store and grow into having multiple locations. The store will carry an assortment of plus size designer apparel along with providing a private label.

Time and Action Calender

Swatches

Clothing Line

StylingHaving an awareness of the fashion industry & styling processes several

photo shoots were created. Inspiration of shoots were based on contemporary accessory, beauty, props/apparel, pintrest inspiration, magazine inspiration and geometry inspiration. The photographer is Ashley Ray. The models are Donna Ray and Perridia Dozier.

“Patterns”Geometric Inspiration Board

Theme Location/Envrioment

Silhouette

“Park Time”My Choice Inspiration Board

Theme Location/Envrioment

Silhouette Makeup HairMakeup Hair

Magazine Inspirations

Rihana “Learning to be Fearless Again”

Before After

The Bombshell Cat Eye

Before AfterAthleta

Magazine Inspirations

Beautiful Natural Hair

Before After

Before After

Visual Merchandising

Lucky PlusWindow Display

I have created Lucky Plus as a dream store/boutique. Lucky Plus is a women’s plus size clothing store/boutique that will target women ages 18-35. This

store will be located in Durham, North Carolina.

In the development of this store I have included a floor plan design, a fixture plan, and merchandising planograms. Casual wear, business wear, lingerie, cocktail, shoes, and jewelry are my different departments located throughout the store. The items in the store can range with a moderate price range from $5.00-$150.00.

Floor Plan

TS2b T-Stand

4W2c Four Way

ST4s Small Table

Wall Rack

Line DevelopmentRendering fashion figures, garments, details, and textiles using various

medium is demonstrated through this project. I developed a plus size clothing line based on a young woman who likes to live in the fast line. The clothing line is inspired by this lifestyle and spring/summer 2014. The young woman is edgy yet sexy. I choose summer time for my season. The creative thought process is created and illustrated from concept to execution.

* She lives Raleigh, North Craolina*Hangs out with her family, her friends, and her puppy*She like to party and go the lake * Works at a club*She likes to tan

Event and Fashion Show

I worked on creating an overall theme for the ReDress Raleigh VIP Social for brainstorming ides for location, theme, decorations, raffles, promotion,

budget, sponsors, and the itinerary for a ReDress social event. The event was a social for members and potential members. RedDress Raleigh was created to be a catalyst for change within the mainstream fashion and textiles industry, making it more environmentally and socially aware.

What is ReDRESS?

History

Created by Beth Stewart, Mor Aframian, and Jamie Powell in 2008.

All had a similar desire to create an eco-friendly fashion company.

First fashion show – March 17, 2009

Great turnout = more fashion shows!

Mission

Redress Raleigh equips people with the knowledge to make eco-conscious apparel choices.

The company also works with local green designers to increase their social impact and grow their market.

Redress connects and champions eco-conscious designers and companies through event planning and marketing.

Budget

ReDress is dealing with the wine

Raffle: $0

Most items will most likely be donated or loaned.

ReDress is bringing snacks

Music: Maybe what music The Wine Feed already has

Decorations: donate or loaned

Flowers: Around $40

Promotion: No Cost - will be evite and Facebook promo

Total: Roughly $100 Budget, If anything is needed for money wise ReDress is buying it

Itinerary

4:00pm-4:30pm: Arrive to set up

5:30pm: Arrive at Carter Building

5:45pm: Carter Building

6:00pm: Member arrival at Carter Building

6:45pm: Walk to the Wine Feed

7:00pm: Arrive at the Wine Feed

7:oopm-7:30pm: Mingle/Network

7:30pm: Raffle

8:00pm: Conclusion

8:00pm-9:00pm: Clean up

Sales PromotionI have created a marketing and sales promotion that is

targeted and positioned to reach the goal of generating sales. A sales promotion package is prepared and designed. For Brooks Brothers an email promotion, a mail promotion, an advertisement, table top signs, a small and big shopping bag, a window display, and three photos that hang over different sections in the store were created by me throughout the class time.

Magazine Advertisement Email Advertisement

Mail Ad

Front

Back

Three Different Wall PicturesSix Table Top Signs

Two Different Ideas for Big and Small Shopping Bag Window Display

Garment ProductionGarment Production demonstrates how a garment is made and then

manufactured in a full-size run. I developed a PDM containing a cohort, target market cohort, technical drawing, color story, fabric story, trim details, graded measurement, assembly specifications, stitching instructions, and preliminary costs.

Technical DrawingCohort

SizeDescription 1x 2x 3x 4xAcross Shoulder 17 17 1/2 18 18 1/2Cross-Back Width 16 1/2 17 17 1/2 18 Cross-Chest Width 15 1/2 16 16 1/2 17Arm Length to shoulder to elbow 14 1/4 14 3/8 14 1/2 14 5/8Bust point to bust point 9 9 1/4 9 1/2 9 3/4Shoulder Slope 23 23 23 23

Assembly Specifications

Style: 1972Division: PlusSize Category: 1x-4xSample Size: 3xColors: Black, Purple, Turquoise, Cheetah Print, Leopard Print, Zebra Print, Gray, and BrownDescription: Polyester Fur JacketEstimate: Any

Merchandiser: Ashley RayDesigner: Ashley RayBrand: Lucky PlusFabric Category: PolyesterSeason: WinterTech Designer: Ashley RayCreate Date: 10/20/12Modified: 12/5/12Due Date: 12/12/12

Assembly Overview: cut piece into different sections, fit pieces evenly together, sew piece togehter, sew on fur trim Pre-Assembly: Cut, Arrange PatternsComponent Assembly: Pin, Stitch Pieces togetherFinal Assembly and Finishing: Fur trim on hoodie, Bottom of sleeve, and Edge of pocketsMachine Stitching: 10-12 spiSeam Allowance: 1/2 inch throughout

Febric Story

Description: Polyester Fur JacketColors: Black, Purple, Turquoise, Cheetah Print, Leopard Print, Zebra Print, Gray, and BrownSize Range: 1x-4xBrand: Lucky PlusFabric Category: Polyester

Style: 1972Season: WinterPrice: 1x-4xCreated: Lucky PlusDivision: PolyesterShip Date: 12/12/12Modified: 12/5/12

Trim Details

Descirption: Polyester Fur Trim and the ZipperSize Range: 1x-4xBrand: Faded GloryFabric: Polyester

Season: WinterCreated: 10/20/12Division: PlusShip to Date: 12/12/12Modfied: 11/14/2012

Size Category: PlusSize Range: 1x-4xSample Size: 3xSeason: WinterEstimate: AnyCreate Date: 10/20/12Modified: 12/5/12Due Date: 12/12/12SHip Date: 12/12/12Vendor: AnyDivision: Jackets

Description: Polester Fur JacketMerchandiser: Ashley RayDesginer: Ashley RayBrand: Lucky PlusFabric: PolesterCategory: PolyesterColor: Black, Purple, Turquoise, Cheetah Print, Leopard Print, Zebra Print, Gray, and BrownStyle: 1972

Preliminary Costs

Total Cost $3.00

Materials Yards Price CostBlack 2 $1.50 $3.00

Cheetah Print 2 $1.50 $3.00Purple 2 $1.50 $3.00Brown 2 $1.50 $3.00 Gray 2 $1.50 $3.00

Zebra Print 2 $1.50 $3.00Leopard Print 2 $1.50 $3.00

Turquoise 2 $1.50 $3.00

Findings & Trim Oty Price CostFur Trim 2 $2.00 $4.00Thread 2 $2.00 $4.00Zipper 1 $3.00 $6.00

Total Cost $14.00

Labor CostMarketing $7.50 an hourGrading $7.50 an hourCutting $8.00 an hourConstruction $8.00 an hourTotal S&D $3.99Total TCOGS $51.99

Shipping CostImport Duties N/AShipping Expenses $3.99/lbSuggested WP $18.99Suggested Retail $51.99

Digital Illustrator

Using Adobe Illustrator I created an image of a high heel that was brought to life through gradient mesh.

I created my own version of a monster. The image of the monster was put onto a t-shirt, hat, and skateboard. A clothing line for my future store Lucky Plus was created for women summer/spring. Lucky Plus is a plus size clothing store for both women and men. Age range is 18-38 years old. Sizes will range from 1x-4x and 20w-26w.

Before After

Gradient Mesh

My Monster

My Monster Merchandise

Retail Buying

A clothing catalog and complete buying plan was created for Perry’s.

A six month buying plan, BOM stock, sales by month, and subclassifications were created throughout the class time. The catalog consists of junior’s fall/winter 2013 denim, pants, tops, and jeans. Each section in the catalog consists of brand name, product name, fabric content, color, sizing, costs, and SKU.

Brand: Miss MeProduct Name: Rhinestone-Embellished Bootcut JeansFabric: Cotton/SpandexColor: Medium BlueSizing: 24, 25, 26, 27, 28, 29, 30, 31, 32, 33Cost: $59.00SKU: 040882437

Brand: Jessica Simpson Product Name: Roe Clam-Digger JeansFabric: Cotton/SpandexColor: Tango Red, Green, and Mustard YellowSizing: 25, 26, 27, 28, 29, 30, 31, 32Cost: $24.50SKU: 03931710

Brand: Big StarProduct Name: Remy Skinny Cropped JeansFabric: Cotton/SpandexColor: TideSizing: 25, 26, 27, 28, 29, 30, 31, 33Cost: $39.00SKU: 03935741

Denim

Brand: ABuyerProduct Name: Pleather Trim Suit JacketFabric: Polyester/PolurethaneColor: BlackSizing: XS, S, M, L, XLCost: $23.50SKU: 0887863288154

Brand: GuessProduct Name: Studded Leather JacketFabric: LeatherColor: Pretty PinkSizing: XS, S, M, L, XLCost: $264.00SKU: 33W3939844Y

Brand: Jessica SimpsonProduct Name: Micro Studded Jean JacketFabric: Cotton/SpandexColor: Raus/JosephinaSizing: XS, S, M, L, XLCost: $39.50SKU: 0704624856066

Jackets

Brand: Mimi ChinaProduct Name: Woven PantsFabric: Polyester/SpandexColor: BlackSizing: XS, S, M, L, XLCost: $21.00SKU: 940966

Brand: RoxyProduct Name: Sly SweatpantsFabric: Cotton/Polyester French TerryColor: Decadent Chocolate and PeacoatSizing: XS, S, M, L, XLCost: $22.00SKU: ARJFB00005

Brand: MarcianoProduct Name: Cassie Leather Skinny PantFabric: Rayon/Nyon/SpandexColor: Black and Black MultiSizing: 1, 3, 5, 7, 9, 11, 13Cost: $84.00SKU: P1313400001

Pants

Brand: MarcianoProduct Name: Gisele TopFabric: Silk/LaceColor: Macadamia and High Def BlueSizing: XS, S, M, L, XLCost: $64.00SKU: P32H3800000

Brand: MarcianoProduct Name: McKay Halter TopFabric: Rayon/Nylon/SpandexColor: Jet BlackSizing: 1, 3, 5, 7, 9, 11, 13Cost: $69.00SKU: P33P2400000

Brand: Lily WhiteProduct Name: Tribal-Pocket TeeFabric: Rayon/PolyesterColor: Natural and BlackSizing: XS, S, M, L, XLCost: $14.50SKU: 04037177

Tops

BusinessIn Fundamentals of Business I

created a business plan that included the form of business ownership, four quarter chart, a starting off chart, an ethics policy, and a market research for Lucky Plus. Lucky Plus is a store/business that I hope to one day open for both plus size women and men.

COMPANY OVERVIEW

• Caters to plus size men and women

• Carries trendy plus size clothing from national brands & private label

• Sizes: 1x-4x and 14-28

• Ages 18-30 years old

• Location: Southpoint Mall, Durham, North Carolina

• Price Range: $5.00-$100

LUCKY PLUS

OWNERSHIP

• Sole Proprietorship

• Owner: Ashley Ray

• Has a bachelor’s degree in Fashion Marketing & Management

• Has a lot of retail sales experience

LUCKY PLUS

MARKETING

• Marketed by TV commercials and billboards

• Budget: $1,500 for TV commercials a month, $1,200 to $2,000 a month for billboards

• Marketing layouts will change every two to three months

LUCKY PLUS

LOYALTY & COMPETITION

• Customers: 20% off after every $500 spent

• Competitors: Ashley Stewart & Layne Bryant

• Competitors do not caters to both plus size women and men

• Customers can order larger sizes if needed

• Customers can submit designs if they would like to

LUCKY PLUS

PROJECTED 1ST YEAR PROFITS

Quarter 1 (Jan-Mar) Quarter 2 (Apr-Jun)

Forecast Revenue: $600,000 Forecast Revenue: $800,000Expenses: $282,648 Expenses: $242,648Profits: $317,352 Profits: $834,704Quarter 3 (Jul-Sep) Quarter 4 (Oct-Dec)

Forecast Revenue: $800,000 Forecast Revenue: $ 950,000Expenses: $242,648 Expenses: $242,648Profits: $1,352,056 Profits: $1,509,408

4-Quarter Chart

LUCKY PLUS

MARKETING

• Marketed by TV commercials and billboards

• Budget: $1,500 for TV commercials a month, $1,200 to $2,000 a month for billboards

• Marketing layouts will change every two to three months

LUCKY PLUS

Photography

Learning to take photos with the use of light and shadows was learned throughout the class time. I have included the following photo series: color

story, small world, landscapes, and story-board.

Color StoryLandscapesSmall World

Color Story

Same House With The Same Bricks Same Clothes With The Same Kicks Staring At The Wall Waiting For A Change Can’t Pay The Bill So The Lights Turned Off

You Can’t See My Tears In The Rain, In The Rain

Tell Them I’ll Go Broke Before I Run Out On My Gang

Est Over Everything So I Let It Rain

Story Board: You Can’t See My Tears In The Rain by Machine Gun Kelly

Eno Mountain Custom Cabinets LogoI created this logo in Indesign. This logo is burned into drawers when customers order box

cabinets or drawers. The mountain was used due to name of the road that the business is located on. I asked Jimmy Ray what he wanted his logo to look like and this is the logo that came from his ideas.

Eno Mountain Custom Cabinets builds custom cabinets, counter tops, and any type of wooden furniture. They can order box cabinets if a customer cannot afford custom cabinets, but box cabinets are not at good in quality as custom made cabinets. They are located in Hillsborough, North Carolina on Eno Mountain Road. James Ray is the owner. The company was created in 2005.