the style scout: style expert and retail style direction, content creation and spokesperson

A S T A S H - I N - Y O U R - H A N D B A G G U I D E T O O U R F A V O R I T E

E A T I N G , D R I N K I N G A N D S H O P P I N G S P O T S I N T H E C I T Y .

T H E L . A . T O P 1 0

P R E S E N T

S P R I N G 2 0 1 4

A N D SPRING TRENDS 2015THE STYLEMOODS OF THE SEASON

TIFFANY:THE ESSENTIALACCESSORIESBRAND

CONFIDENTIAL. INTERNAL USE ONLY.

CASE STUDY: OLAY Looking for a connec1on to style and fashion, Olay partnered with Alia to feature her in their Regenerist campaign. Through the lens of a style influencer, Alia appeared in and led the custom on-‐figure and s1ll life photo shoot, styled looks and provided insider beauty advice.

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CASE STUDY: HAWAIIAN TROPIC/ #ESCAPEDAY CAMPAIGN The three month campaign featured Alia on a custom scout of the perfect #EscapeDay providing the audience with elevated style ideas and inspira1on while posi1oning Hawaiian Tropic as a style-‐forward brand. Each month focused on a different escape theme, featuring Alia in-‐book in an ELLE advertorial, an ELLE.com takeover, Alia’s Instagram takeover of HT, sponsored posts on The Style Scout blog and social. Alia concepts themes/style advice, styled looks, editorialized product for blog posts, appeared as talent and designed all crea1ve for web/social ac1va1on.

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CASE STUDY: ELLE MAGAZINE ELLE ON THE GO: Alia developed a strategic plan to authen1cally editorialize mul1ple ELLE Magazine adver1sers into one trend video. The “on-‐the-‐go,” concept illustrated fall trends through “a day in the life” of a Style Director in NYC. The product crossed the mass and contemporary space across the categories of beauty, fashion, tech, lifestyle. Alia wrote script, styled, worked with individual brands to curate on-‐trend product and appeared as talent. USAGE IN SOCIAL MEDIA AND TAXI TV IN NYC DURING FASHION WEEK

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CASE STUDY: EMIRATES AIRLINES Leveraging her style authority, Emirates tapped Alia for concept/execu1on of an in flight and social style video. Alia developed style concepts, collaborated on script, styled into concepts and appeared as talent/style influencer USAGE IN FLIGHT ON NYC-‐DUBAI ROUTE AND EMIRATES SOCIAL MEDIA (3 minute, 30 second and 15 second versions)

CASE STUDY: IDEEL FASHION WEEK PARTNERSHIP Alia’s edit of the Ideel website featured seven spring trends, her self curated Fashion Week bou1que and expertly styled looks that provided the audience with style formulas to break down and re-‐create the trends in mul1ple empowering and clever ways. USAGE: Ideel site, email, social cross promoted on TheStyleScout.com

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CASE STUDY: LOFT STYLE DIRECTION (internal and consumer-‐facing) Look books, Press/Consumer Events, E-‐Commerce (Editorial, Product EdiPng, Styling, Storytelling) Alia developed a strong background as a retail change agent aher spending six years overseeing the brand evolu1on as Chief Style Director of LOFT. She developed an innova1ve approach not ohen seen in ver1cal retail as the nucleus of seasonal storytelling able to connect and galvanize the internal teams for seamless external messaging. She’s able to custom create an editorial cadence each season and provide the thinking behind crea1ve materials needed to communicate it across channels, as well all associated crea1ve planning and execu1on to develop collateral for site, email, press, in-‐store and events. With an expert team of photographers, stylists, art directors and event designers she is a crea1ve resource for PR and consumer facing look books and crea1ve events (in-‐store or press) that bring brand messaging to life (with expert product edit, event merchandising/styling.)

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CASE STUDY: LOFT Internal Style/Styling EducaPon: ConnecPng Your Staff to Today’s Style Informed Consumer Most fashion brands spend a lot 1me and financial investment developing messaging at the corporate level but lack in transla1ng their seasonal style story to the front line. Educa1ng and eleva1ng the talent of your sales staff is key to driving sales. Alia’s inclusive and empowering approach connects with a mass audience at a variety of skill levels to bring context to seasonal trends and styling ideas to develop the skill set of a confident, trusted stylist. This includes reinforcing the brand’s seasonal style vision while also providing educa1on to translate style to the individuality of each customer. Alia’s custom brand style and training materials can include a video series, printed collateral, emails and in-‐store materials that break down trends and style, put relevant style and styling context around your brand’s product and give sales staff ideas, inspira1on and confidence each season.

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CASE STUDY: TIFFANY & CO. INTERNAL STYLE CONSULTANT/EDITOR Alia brings her style exper1se to develop seasonal runway, trend & street style report (fashion, accessories, jewelry, beauty), category specific styling applying trend to TCO product in a 60 page magazine format (Insider’s Guide To Style) and associated video series. Alia develops concepts, writes, hosts, styles and edits product for magazine and video series as well as overseeing the crea1ve team in video and digital layout.

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CASE STUDY: BLUEFLY.COM EDITORIAL/STYLE DIRECTOR CONSULTING Bluefly leverages Alia as a one-‐stop crea1ve resource to reposi1on and elevate the brand. She ins1lled a new freelance crea1ve team (photographer, art director, stylist) to immediately update crea1ve and she oversees seasonal editorial cadence for email, social, site and associated shoot planning to capture all assets needed. She con1nues to oversee product selec1on, seasonal editorial, trend direc1on in editorial, styling and product cura1on/styling/merchandising of press and consumer events to ensure consistency in editorial messaging.

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the style scout: style expert and retail style direction, content creation and spokesperson

Retail