Michele

Muniz

Career Goals

BRAND DIRECTOR

MARKETING COORDINATOR

SPECIAL EVENT COORDINATOR

COPYWRITER

ART DIRECTOR

“I never dreamed about

success, I worked for it.”

- Estee Lauder

Table of Contents

MERCHANDISE MANAGEMENT & DEVELOPMENT

Fashion Buying Creative Business Plan / Best Seller

Product Development Beauty Collection

INTEGRATED MARKETING COMMUNICATIONS

Electronic / Direct Marketing Marketing Campaign

Small Business Management Business Plan

CREATIVE FASHION PRESENTATION

Fashion Magazine Magazine Prototype

Fashion Styling Photo Shoot

Merchandise

Management

and

Development

Fashion Buying

Creative Business PlanDeveloped a complete business merchandising plan for a start-up

women’s boutique. Along with creating the overall aesthetic and concept,

application of math and assortment planning is heavily defined.

Skills:

Trend Forecasting

Market Research

Business Math

Critical Thinking

Amorette

Business Concept

Located in New York, specifically West

Village, amorette is not just a boutique,

it ’s a way of life. We strive to be the

ultimate destination for feminine and

romantic fashion with an enchanting

modern twist. We offer specially curated,

affordable luxury items that are very

specific to the amorette customer.

Our customer is fun and quirky, and she is

a romantic who wears her heart on her

sleeve. She loves glitter and parties, and

will be the first to start dancing even if

there’s no music.

We are inspired by the femininity of women and

their romantic hearts. There is nothing more

beautiful than having it represented through

fashion with timeless collections that are always

effortless, sophisticated, and fun.

Amorette

Environment & Customer Profile

Feminine

LightRomantic

Overall Trading Area:

West Village in Manhattan,

New York . Tourists

Demographic: Women .

Generation X (20-32) .

Upper Middle to High

Income . National &

International

Psychographic: Dressy .

Classic . Romantic . Chic

Modern . Independent

Socialite . Busy . Creative .

Individual . Outgoing .

Open-Minded . Fashion

Savvy . Attention Getter .

Moral . Ethical Cultural &

Artistic . Particular &

Communicative . Some

Mirroring

Visual Classifications

Apparel 85%

Accessories 15%

Six Month Plan

Month % Sales $

Stock to Sales

Ratio MD $

MD%

to /mo.

February 7% 93,310 3.00

March 14% 186,620 2.50 $46,655 25.0%

April 10% 133,300 3.00 $33,325 25.0%

May 10% 133,300 3.00 $26,660 20.0%

June 11% 146,630 3.00 $21,995 15.0%

July 9% 119,970 3.30 $23,994 20.0%

Total 61% 546,530 $30,750

August 10% 133,300 3.00

Spring Plan Feb Mar Apr May Jun Jul TotalPlanned Sales $ 93,310 186,620 133,300 133,300 146,630 119,970 813,130

(x) Stock to Sales Ratio 3.00 2.50 3.00 3.00 3.00 3.30

(=) Planned Retail Stock (BOM) 279,930 466,550 399,900 399,900 439,890 395,901 2,382,071

Planned Retail Stock (EOM) 466,550 399,900 399,900 439,890 395,901 399,900 2,502,041

Planned Markdown $ 46,655 33,325 26,660 21,995 23,994 152,629

Planned Purchases at Retail 279,930 166,625 166,625 199,950 124,636 147,963 1,085,729

Planned Purchases at Cost 97,976 58,319 58,319 69,983 43,622 51,787 380,005

Selling Space

700 SQ FT

Sales Per SQ FT

$1,904

Stock Turn

4

Total Planned Yearly Sales

$1,333,000

Markdown

20%

Markup

65%

Planned Sales

Planned Purchases

Laser Cut Shoes #1

Gold Laser Cut Heel

Selling Price: $150

Laser Cut Shoes #2

Black Laser Cut Heel

Selling Price: $130

Laser Cut Shoes #3

Silver Laser Cut Flat

Selling Price: $85

Laser Cut Shoes #4

White Laser Cut Heel

Selling Price: $100

Cost: $52 MU: $98

MU%: 65

Cost: $45 MU: $85

MU%: 65

Cost: $30 MU: $55

MU%: 65

Cost: $35 MU: $65

MU%: 65

The Private Collection

Trade Shows

Javits Center, New York City;

September 19-21

Las Vegas Convention Center,

Las Vegas; August 17-19

VIPARIS, Paris; September 4-7

Featured Vendors

Front & Forward

We have selected the

following statements for our

opening period. The

statements are for windows,

website, interiors, displays,

and special events.

Month Statement Description

February Fruit Punch Bright Colors,

Fun, Energetic

March Moon Walk Metallics,

Glitter, Chic

April Pastel Life Pastels, Sweet,

Pops of Color

for Excitement

Fruit Punch Moon Walk Pastel Life

Grand

Opening

February

March

April

Analyzed items with potential to be bestsellers at

the introduction stage of the trend cycle. The item

with potential to do extremely well in the market was

a pearl necklace with tassels and drops from

Rosantica. It was analyzed in 2014 for

development into 2015/2016.

Skills:

Trend Forecasting

Market Research

Visual Analysis

Product Development

Fashion Buying

Best Seller

Tassels and Drops

Rosantica

Himalaya Gold-Dipped Pearl

Necklace: Lovingly handcrafted in

Milan by skilled artisans, Rosantica's

vintage-look necklace is made from rows

of gold-dipped brass chains and

freshwater pearls. The tassel charms are

detachable for versatile styling.

Visual AestheticsLine & Shape: Circular motions wrapping

around the neck, with vertical tassels lining

down the chest.

Visual Texture: Metallic and porcelain

beading and pearls; Structured gold chains.

Pattern: Chains and pearls are strategically

placed; Tassels may be organically placed

according to personal style.

Repetition: Colors, chains, and pearls are

repeated throughout the necklace.

Emphasis: Large tassels lining down the chest.

Balance: Necklace is symmetrically balanced.

Street Style & Timing Chart

Customer profile

Creative, Individualist, Appreciates Fashion Savvy.

Implementation for Product Development and or Buying

Showcase tassel/drop pearl trend on all products.

Buying & Product Development

Reorder in different styles and original; Look for additional items in the tassel/drop

pearl trend and develop new looks in the industry based on original item.

Service and Presentation

To accentuate the mirroring aspect of the customer.

Display Ideas

Display on jewelry forms and street style pictures.

Advertising

On-line and direct mailing to target customer.

Intro

Growth

Maturity

DeclineX

Reorders

Product Development

EtheriaDeveloped an organic cosmetic product line from concept and design to production (collaborating and contracting the work of an artist), and then finally implementing marketing and advertising strategies. Inspiration for product and packaging was taken from haute couture florist Azuma Makoto.

Skills:

Market Research

Product Development

Cost Analysis

Promotional Planning

Product Development

Beauty Collection

Azuma Makoto

Azuma Makoto is a Japanese artist who works with flowers and plants and owns a haute couture flower shop called “JARDINS des FLEURS” in Minami-Aoyama, Tokyo.

“ICED FLOWERS”

This exhibition is the inspiration for Etheria’s beauty collection.

“ICED FLOWERS” was created to observe the changing life of flowers that are locked in ice.

These plants and flowers will show unique expressions not displayed in everyday life because they’re in such a different environment.

We wear makeup to preserve our beauty, and just how the colors of the flowers are enhanced by being preserved in ice, we are bringing a limited edition makeup line mimicking these beautiful colors for every day life.

Iced Flowers

Artist Licensing AgreementEtheria and Azuma Makoto

have agreed on the following

terms:

• Complete rights on images

used throughout the

duration of the contract.

• 30% of expected sales will

be given to Azuma Makoto

up front ($365,700).

• The agreement will

contractually last for seven

months.

• All forms of advertising and

marketing will be up to the

discretion of the Etheria

company.

• Azuma Makoto must make

at least fifty guest

appearances on the

agreed upon days

throughout the seven

months.

Etheria

Step into the world of Etheria, where beauty

lives and you are the showstopper.

It is our goal to make you feel beautiful with

all of our makeup products, and our mission

to make ethical decisions on product

ingredients. Designed with you in mind, we

wanted to create a collection that was not

only organic, but. modern and fun.

Made in the United States, our makeup line

is cruelty-free and packaging is made of

recycled materials. Our promise to you is

that we will always produce quality products

that encourage self-expression and

individuality.

Mission Statement

Brand IdentityLogo: Etheria’s logo will be the name itself in a

script-type font, and be associated with a

whimsical drawing of a girl wearing a crown of

flowers.

Brand Identity: We want

Etheria to be seen as a luxury

makeup line with a great

selection of products, as well

as organic and cruelty-free.

Mantra: Beauty Was

Never This Thoughtful

Customer ProfileGeographics

• Overall Trading Area: United States

Demographics

• Gender: Female

• Age: 20-35

• Income: Middle to High

• Household: Single, Married, Married with Children

• Education: College Level & Up

• Ethnicity: Multicultural

Psychographics

• Taste Level: Dressy, Classic, Modern,

Bold

• Lifestyle: Busy Stylish Woman

• Personality: Creative, Individualist,

Appreciates Quality Makeup

• Social Attitudes & Values: Individualist,

Self-Confident

• Fashion Knowledge: Fashion Savvy

• Aesthetics Merchandise: Unique,

Detailed, Different, Glamorized

• Aesthetics Environment: Personal,

Unique, Creative, Fun

CompetitionVisual Profile

Product Contents• Made in the USA

• Regulated By The FDA

• Cruelty Free

• Products contain organic elements

that are natural and good for the

skin such as antioxidants and vitamins

Product Overview

Style Number MNL124-127 OPO177-178 YTL900

Materials Plastic, Product Plastic, Product Plastic, Product

Landed Cost $5.50 $7.00 $6.00

Markup 50% 50% 50%

Retail $22.00 $28.00 $24.00

Wholesale $11.00 $14.00 $12.00

Season Spring 2015 Spring 2015 Spring 2015

Color Bright Pink, Muted

Gray, Deep

Burgundy, Dark

Brown

Warm Pink, Light

Pink

Pink, black,

beige, cocoa

Size Small Small Small

Category Lip Gloss Blush Eye Shadow

Units 7,000 5,000 5,000

Region United States United States United States

Total Buy $154,000.00 $140,000.00 $120,000.00

Style Number INK988

Materials Vinyl

Landed Cost $11.25

Markup 50%

Retail $45.00

Wholesale $22.50

Season Spring 2015

Color Pink

Size Large/ 9 x 12

Category Accessories

Units 4,000

Region United States

Total Buy $180,000.00

SGU145 QRT547

Plastic, Product Plastic, Synthetic

Bristles

$3.75 $10.00

50% 50%

$15.00 $40.00

$7.50 $20.00

Spring 2015 Spring 2015

Gunmetal Black Black, Multicolor

Small Small

Liner Brushes

9,000 7,000

United States United States

$135,000.00 $280,000.00

RCX777 YUB539

Synthetic Lashes Metal, Mirror

$5.00 $5.50

50% 50%

$20.00 $22.00

$10.00 $11.00

Spring 2015 Spring 2015

Black Silver

Small Small

Accessories Accessories

5,000 5,000

United States United States

$100,000.00 $110,000.00

Product Sheet

Total Investment

Dollars

$1,219,000

Promotional Strategies

Etheria

Etheria

Time Frame (7 Months)PHASE I / BUZZ CAMPAIGN

START: JANUARY 2015

- Launch of Website, App, and Social Media Pages

- Advertisement in Magazines and Billboards

- Release of Commercials

- Television Appearances

PHASE II / LAUNCH

RELEASE: MARCH 2015

- Product event at Etheria Store

- Appearance with Azuma Makoto

- Building Brand Awareness and Networking

PHASE III / INTERACTIVE MARKETING

MARCH 2015 – JULY 2015

- Appearances at Department Stores

- Fashion Show with Makeup

- Host More Events at Etheria Store

PHASE IV / PROMOTIONAL EVENTS

MARCH 2015 – JULY 2015

- More Appearances with Azuma Makoto

- Release more Ad Campaigns

- Social Media Contests

Integrated

Marketing

Communications

Created a direct marketing campaign for Lush

by developing innovative concepts that will not

only target their current audience, but entice

new consumers. Product placement, social media,

and new advertising strategies were

implemented.

Skills:

Market Research

Creativity

Strategic Planning

Aesthetics

Electronic Direct Marketing

Marketing Campaign

Interactive Marketing

Phases (7 Months)

Phase 1: Social

Media/Advertising

Campaign Start

January-February 2016

Phase 2: LUSH Meets

Stella McCartney

March-May 2016

Phase 3:

#WhatsInYourBag Trend

June 2016

Phase 4: SUCH A LUSH

Spa Event

July 2016

Customer Profile

Demographics

• Women

• 18+ Years of Age

• Middle to High Income

• Single; Married; Married with Children

• Multicultural

Psychographics

• Personality: Passionate; Outgoing; Caring; Involved; Responsible; Not Compulsive

• Personal Values: Moral and Ethical; Activists for Nature, Animals, and Humans

• Lifestyle: Vegan, Vegetarian; Promoter of Ethical Products; Achievers; Strivers; Survivors

• Interests: Environment; Self-Pampering; Community

Behavioristic

• Benefits: A quality, non-chemical, ethical product that is not tested on animals

• Buyer Readiness: At the Ready; Need to Learn about Product Prior to Purchase

• Degree of Loyalty to a Brand/Product: High

• User Status: Regular users, with a growing emphasis for new users

Geographic

• Major Metropolitan Markets

• North America, South America, Europe, Asia

CompetitionVisual Profile

Phase 1Social Media/Advertising Campaign Start

Where It PaysTo Love Animals

We know you have a big heart.It’s time we reward you.

In Partnership with Canopy

Phase 2LUSH Meets Stella McCartney

Both LUSH and Stella McCartney

will combine forces to create a

limited edition tote bag and

bracelet that will benefit a great

cause. 10% of the proceeds will

go to Canopy, a non-profit

organization dedicated to

protecting the world’s forests,

species and climate. Customers

who purchase the bag will get a

15% discount on their entire

purchase, and will be available

on all LUSH and Stella

McCartney stores (limited 1 per

transaction).

Customers who wear the bracelet

on specific days designated by

LUSH and Stella McCartney, will

receive a special gift.

BA

CK

Phase 3#WhatsInYourBag Trend

A contest will be held where

the trending hash tag

“#WhatsInYourBag” will allow

customers to send us pictures

on what LUSH products they’re

carrying in their new limited

edition tote. The winner will go

to a private party hosted by

Stella McCartney in the LUSH

store located in Union

Square..

Meanwhile, customers can

host their own private parties

where they will:

• Have a 2-hour private

shopping experience

along with a LUSH seminar

• Learn how to make a Bath

Bomb

• Try out a Fresh face mask

• Play fun games, and more!

Phase 4SUCH A LUSH Spa Event

For a week, as a part of LUSH’s new marketing campaign,

prices for the LUSH Spa’s located in New York and

Philadelphia will be cut in half. This will definitely attract

current and new customers to quickly book an

appointment. Customers will have to buy at least one LUSH

product for the promotion, but the lower prices will entice

them to buy more at the end of the treatment.

Sample of New Prices:

• Hard Days Night 75 mins for $175 $87.50

• Synaesthesia 80 mins for $230 $115

• The Comforter? 60 mins for $170 $85

• The Spell 60 mins for $120 $60

• The Sound Bath 60 mins for $140 $70

Try A LUSH Facial Today Exclusively at our LUSH SPA

Developed a business plan meant to operate

a small business, from understanding the target

market, creating spreadsheets and tracking

expenses, to launching an event.

Skills:

Market Research

Business Math

Creativity

Strategic Planning

Small Business Management

Business Plan

Business Concept

The Grand Finale is a jewelry, shoes, and

accessories store that is fresh and modern

with classical elements. The environment will

be minimalistic, primary colors being white

and black, but with pops of color to bring

in the energy.

Location: Seattle, Washington (Washington

Athletic Club)

Mission Statement

To bring high quality jewelry, accessory,

and footwear items that are modern and

elegant, as well as feminine with an edge.

Our goal is to be the ultimate destination

for accessories, and be the flawless

finishing touch women need to complete

their outfits.

Limited Liability Company

The Grand Finale is a Limited Liability

Company. It is a business structure that

combines the pass-through taxation of a

partnership or sole proprietorship with the

limited liability of a corporation.

Store Layout

Interior Inspiration

Wall Shelving

Cash Wrap

Mannequin

Display

Tables

Exterior Inspiration

Customer ProfileGeographics

• Overall Trading Area: Seattle, Washington

Demographics

• Female

• 25-35

• Middle to High Income

• Single, Married, Married with Children

• College Level & Up

• Multicultural

Psychographics

• Taste Level: Dressy, Classic, Modern, Bold,

Feminine, Edgy

• Lifestyle: Busy Stylish Woman

• Personality: Creative, Individualist

• Social Attitudes & Values: Individualist, Self-

Confident

• Fashion Knowledge: Fashion Savvy

• Aesthetics Merchandise: Unique, Detailed,

Different, Glamorized

• Aesthetics Environment: Personal, Unique,

Creative, Fun

Local Competition• K. Alan Smith Jeweler

• Facere Jewelry Art Gallery

• Alexandria Rossoff

• Tiffany & Co.

• Nordstrom

Merchandise Assortment

Bauble Bar

Gigi New York

Chinese Laundry

Maya Magal

Trade Shows

Marketing Concept(1 Year Overview)

Phase 1: Launch Event / Social Media

• February-April 2016: – Create a strong social media presence with

Facebook, Instagram, Twitter, YouTube, etc.

– Opening event for store

– Loyalty Program

– Valentines Day Event

Phase 2: E.A. (Essential Accessories)

• May-July 2016:– Launch E.A. campaign

– Host private parties

– Launch blog with guest writers

– Mother ’s Day Event

Phase 3: Promotional Events

• August-October 2016:– Trunk Shows

– Vouchers

– Contests

– Advertising

– Back to school sale

Phase 4: Holiday

• November-January 2017:– Holiday Sale

– More social media

On-Going

• If you are registered on our mailing list, you will receive an e-mail on your birthday for $10 off your next purchase.

• Store specials to bring in traffic

Event Launch

Business PlanStart-up Budget: $1,000,000.00

Out of the $1 million dollars I have been given to start my business, the following are calculations of

estimated expenses.

Yearly

An estimated $502,995.81 was spent for the first year, but only includes the cost of one seasons

merchandise. Including the cost of future merchandise purchases will raise the estimate to

$562,995.81. From the million, I have $437,004.19 left over which will be used for my salary,

emergency, advertising, and merchandising purposes.

Monthly

An estimated $9,427.69 will be spent based on on-going costs, and this is based on already

having the store established with furnishings and merchandise.

Daily

Employees are paid $8-9 hourly, depending on their position. So if an employee works for 6 hours

and they are getting paid $9 an hour, then they will earn $54 for the day.

Overview of Expenses

Monthly Estimated Sales

The Grand Finale store has a daily goal of $1,500. If it is not met, the remainder is

carried over to the next day.

Goals will also adapt to the current season.

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ESTIMATED SALESEstimated Sales

Creative Fashion

Presentation

Fashion Magazine

Magazine PrototypeCreated a conceptual magazine

targeting college girls who are fashion forward, but are on a tight budget.

Designed an attention grabbing cover and selected reading and visual material

that is relevant to young women today.

Skills:

Technical Writing

Aesthetics

Trend Forecasting

Creativity

PRIMAVERAmagazine

Hello there! My name is Michele Muñiz, a.k.a. the editor-in-chief,

and I am thrilled to welcome you to the premier issue of

Primavera! What you have in your hands right now will help you

develop a great relationship between you and fashion for your

college years. I started Primavera for the sole purpose of

encouraging you to make the best of your college experience

by expressing yourself without fear. But what makes us different

from any other fashion magazine, you may ask? Primavera is

budget conscious. Being a student with a budget is very

common, and sometimes it’s easier to wear old sweat pants and

a t-shirt to class. I want to break that chain of bad fashion habits

and show you it can be easy to be stylish in an affordable outfit

just the same. In this issue, you will find all the latest trends for the

season at affordable prices. The team at Primavera is one worth

mentioning. Our photographers have taken amazing editorial

pictures to help inspire you on your fashion journey. Our editors

have worked tirelessly to produce top-quality articles that will

make you think and educate you as young woman during our

ever changing times. I hope you find yourself in these pages,

and I would love to hear your thoughts and suggestions!

XO,

Michele

A New Take on College Life!

Meet Primavera!

PRIMAVERA

EMMA WATSONShe’s only going up from here!

magazine

December 2013

STYLE FOR LESS

BOLD MOVESA crash course for

fierce eye makeup

Having a

budget has

never been

so chic!

$4.99 US $5.99 CAN

Featured ArticleEditorial

From Top Left Clockwise:

Beauty Trends; Accessory

Trends; Fashion Tips;

Celebrity Style Watch

Of Monsters & Men

Styled and produced an original photo shoot inspired by gothic characters of literature. Venue, model, and clothing were carefully selected as if meant to be a magazine editorial.

Skills:

Aesthetics

Creativity

Visual Perception

Time Management

Fashion Styling

Styling Photo Shoot

Dracula

Frankenstein

The Phantom of the Opera

Disclaimer

Trademark/brand/company logos (where utilized)

are being used for the execution and completion of

school assignments only and do not represent work

completed for the respective company as an actual

client. It is neither the intention of the school nor the

student to misrepresent such a relationship.

Contributors:

www.wgsn.com

www.farfetch.com

www.lush.com

www.enkshows.com

www.magiconline.com

www.whosnext.com

www.katespade.com

www.rosantica.com

www.azumamakoto.com

Michele Nicole Muñiz

Education Ai Miami International University of Art & Design, Miami, FL September 2015

Bachelor of Arts Degree in Fashion Merchandising

Dean’s List

President’s List

Professional Experience Sergio Zelcer, Miami, FL July 2015- Present

Internship

Design exciting social media campaigns to build brand awareness and promote

existing relationships with clients

Participate in trade shows and other events for the purposes of watching a

wholesaling company in action and develop more clientele

Take on the secretarial task of writing messages, answering phones, and sending

e-mails

Select color samples and give opinion on what shoes should be made available the

next season

The Sport’s Authority, Homestead, FL October 2014- Present

Sales Associate

Merchandise men's and women's apparel, as well as all other recreational apparel

Assist customers with any questions regarding apparel and beyond

Uphold image of company, initiate social interaction with customers

Maintain high standards for visual presentation

Activities Ai Miami International University of Art & Design, Miami, FL January 2014- September 2015

Peer Mentor

Register incoming students as well as established students for classes Facilitate an easy transition for new students

Assist the dean of academics with school activities while promoting the program as

well as call students for academic updates Fashion Show Assistant

Brothers and Sisters Benefit, Key Biscayne, FL April 2014

Make-A-Wish Benefit, Downtown Miami, FL November 2013

Cotton 24 Hr. Fashion Show Miami Beach, FL March 2013

Skills Summary Creative Presentation

Visual Presentation

Fashion Show Production

Marketing & Communications

English and Creative Writing

Communications and Public Speaking

Advertising for Fashion

Merchandise Management & Development

Sales Promotion and Product Development

Computer Proficiency

MS Office - Excel, Word, Power Point

Photoshop

Languages

Bilingual - English and Spanish