With over 20 years of experience in the fashion industry Joyce Michel's ideas for new products have generated over $476M annually in sales, industry wide for new product categories according to NPD figures.

1. J O Y C E M I C H E L
NEW YORK

2. J O Y C E M I C H E L
NEW YORK
Mission Statement: To invent,
patent, license and market
innovative consumer products
that have mass market
potential.

3. Joyce Michel CEO/President: Has twenty three years of
experience as an inventor, product developer, and
designer.
Michel Licensing Inc.: Established 1993, conceptualized and
designed new products for Fortune 500/7th Avenue
design companies which will be seen on the following
pages.
Total annual sales: Innovative products conceptualized and
designed by Joyce Michel and Michel Licensing Inc.,
generated $497 million dollars in 2002. These products
had not existed prior to their introduction into the
market place by the following companies. Joyce Michel’s
ideas have been adopted by hundreds of manufacturers
and have become worldwide product categories.

4. JOYCE MICHEL
Case Studies
• Donna Karan Legwear
• Donna Karan Fragrance
• Grand Imports Light Weight Hikers
• Joyce Michel Legwear for Home Shopping
Network
• DuPont Leggings
• Kate Spade Linens
• Joyce Michel for Absolut Vodka
NEW YORK

5. Donna Karan
Project Goal:
Design “New and different” products.
Concept:
Donna Karan Legwear.
Problem: Existing control top pantyhose
stylelines end at the top of the
thigh, thus accentuating an area
that is large on most women.

6. Donna Karan Body Toners
®
Solution: Bodyshaper pantyhose with style lines elongated to mid-thigh.
Original sketch by Joyce Michel 1987
Donna Karan Body Toner® product 1991

7. Annual Revenues* Shaper Legwear Category
• Donna Karan: $5.6 million, 2002.
• Bodyshapers were introduced as a new product
category in 1991 by Donna Karan. They quickly
became the hottest and fastest growing category
of legwear worldwide.
• United States sales of shaper legwear has
averaged $300 million annually since 1991.
*Sales in millions, source NPD Fashionworld Point of Sales

8. DKNY Fragrance
Project Goal:
To create a fragrance line for Donna
Karan that would fit her image.
Concept:
Utilized New York City skyline as
inspiration for fragrance packaging
for the DKNY brand.

9. DKNY Fragrance
Solution: The “ Fragrance City” designed and copyrighted by Joyce Michel in 1987.
Original sketch by Joyce Michel 1987
DKNY fragrance introduced 1999

10. Annual Revenues* DKNY Fragrance 1st 3 years.
• DKNY Men’s $28 million.
• DKNY Women’s $46 million.
*Sales in millions, source Euromoniter

11. Grand Imports
Project Goal:
Create new category of
men’s footwear.
Problem:
Traditional hikers were
heavy, “old” looking
and not functional for
city dwellers.

12. Grand Imports Light Weight Hiker
Solution:
• “Marry” a traditional Austrian hiker with an athletic shoe.
• A new category of footwear was created named “Light Weight Hikers”,
introduced by Grand Imports, that were adopted industry wide for both
men and women.
Original sketch by Joyce Michel 1989
Light Weight Hiker 1990

13. Annual Revenues* Light Weight Hikers
• Men’s Light Weight Hikers were introduced into
the market place by Grand Imports in 1990. In
the ensuing years revenues reached half a billion
dollars in annual sales.
• Revenues for men’s and women’s Light Weight
Hikers in 2002 were $181 million.
*Source: NPD Fashionworld Point of Sales industry wide.

14. Joyce Michel
Project Goal:
• To create a “systemic” change in the way legwear is
packaged, organized, marketed and sold by partnering
with DuPont and Home shopping Network to create
the Joyce Michel Lycra 3-D line of legwear.
Hosiery Problems:
• Difficult to organize in a drawer.
• Confusing to shop for in a hosiery department.
• Hard to differentiate between different product types
in a drawer.
• When it runs there is a “crisis”.

15. Joyce Michel Legwear
Solutions:
A “systemic” solution to all consumer problems was conceptualized and designed.
New technology, new packaging, new organization, and new methods of marketing and buying
were created that revolutionized how legwear is marketed and sold. All aspects of consumer’s
problems were embraced in the solution.
Slogan: “Stop hosiery from running your life.”®
Hosiery “before” drawer.
Hosiery “after” drawer.

16. Actual and Projected Revenues*
Joyce Michel Legwear Home Shopping Network
• $2.5 million in legwear sales 1996.
• $5 million in legwear sales 1997.
• Projected $5 million in Joyce Michel shaper
sales 1997.
• Projected $7.5 million Joyce Michel Lycra 3D
legging sales 1997.
*Source: Home Shopping Network

17. DuPont
Project Goal:
Design and develop new categories of
leggings for DuPont presentations to
JC Penny and Liz Claiborne in order to
create new lines of leggings that utilized
Lycra® brand spandex.
Problem:
Most leggings sold at retail consisted of a
single silhouette, a tight fitting one, which
was being worn as RTW and in the gym.

18. DuPont Missy “new” Legging Categories
Solution:: Through creative research and design Michel Licensing Inc. exploded leggings into dozens of different legging categories
for missy and junior customers.
Project Included:
• Conceptualization, design and flat sketches for new categories of leggings including “everyday basic”,
“lite”, “relaxed”, “performance”, and “sculptured” types.
• Stirrups, slim pants and bike short silhouettes were also included in each “new” category developed.
• One-hundred and fifty samples of leggings were purchased at retail which were used by DuPont as
fabric development ideas for US fabric mills.
• A written report on trends at retail, including color and forecasting information, was also included for
the manufacturers.
Evening Wear
Maternity Wear
Weekend Wear
Career
Knits
Active Wear
Leggings BEFORE

19. DuPont Junior “new” Legging Categories
Solutions continued:
• Expanded the deginition of leggings to make commercial sense for manufacturers.
• Conceptualized and designed different suggested solutions, Career, Weekend Wear, Knits, Eveningwear,
Back-To-School and PJ’s.
• Illustrated product categories.
Back-To-School
Softwear Knits
Weekend Wear
“PJ”
Active Wear
Evening Wear
Leggings BEFORE

20. DuPont “Updates”
1997 Project Result:
• Concepts and designs by Michel Licensing Inc., of new missy and junior
products in 1995 were very successful and still being utilized in 1996.
• Dupont requested a project update in 1997 in order to be able to continue
using the information in presentations to manufacturers.
“Missy”
“Junior”

21. Kate Spade
Project Goal:
Conceptualize, design and “position” the Kate Spade
line of linens for Spring Mills.
Concept:
Incorporate design influences from Kate Spade’s line of
handbags and showroom into a distinctive line of linens.

22. Solution:
Kate Spade Linens
• Eight distinctive beds were designed which included design influences from Kate Spade’s existing lines of products.
• Three sets of sheets, shams, Euro shams, bolster pillows, dust ruffles, duvet covers, boudoir pillows, and conversational
pillows were designed and had accompanying specification sheets.
• Original Kate Spade trims and closures, inspired by the handbags, were designed to be included in the groups.
Modrian
Palm Beach

23. Kate Spade Linens
Bamboo
Baldwin Revisited

24. Kate Spade Linens
The Kate Spade Linens Collection won the Elle Décor International Design Award for
Best New Line of Linens in 2004.

25. Annual Projected Revenues*
Kate Spade Linens
• $100 million dollars, Kate Spade Linens in 2003.
*Projected Sales in millions, Spring Mills.

26. Absolut Vodka
Project Goal:
Joyce Michel was commissioned by Absolut
Vodka to design products for fashion ad
campaigns that promoted Absolut Vodka.
Concept:
To design “Western” influenced cowboy
boots that utilized all types of Absolut Vodka.

27. Result: Four pairs of Absolut boots by Joyce Michel and Donna Cullen were commissioned by
Absolut in 1991.
Absolut Boots by Joyce Michel and Donna Cullen
Original sketch
Absolut Vodka
Original sketch
Absolut Citron
Original sketch
Absolut Vodka
Original sketch
Absolut Peppar

28. Result: ABSOULT MICHEL AND CULLEN ad 1991,
GQ and Details magazines.

29. Absolut Boots and Coat by Joyce Michel
1991: The success of the men’s ad resulted in the commission
of garments for a woman’s ad.
Original sketch
Absolut Coat

30. Result: 1991 ABSOLUT MICHEL ad Vanity Fair
magazine, a Navajo woven coat.

31. Absolut Book
The Absolut Michel and Cullen and Absolut
Michel ads were featured in the Absolut Book.

32. Excerpts from the Absolut Book pages 115 and 117.

33. Excerpt from the Absolut Book, page 121.

34. Cowboy Boot Book
The Absolut
Boots were
included in The
Cowboy Boot
Book by Tyler
Beard and Jim
Arndt in 1992.

35. Excerpts: The Cowboy Boot Book, pages 134 and 141.
Native Frenchman Michel Roux, president and
C.E.O. of Absolut Vodka and patron for over
three hundred artists and designers who have
worked for Absolut with Joyce Michel, designer
of the Absolut cowboy boots.
One of the four amazing boots made by
Dave Little for Absolut Vodka’s National
advertising, 1991. Designed by Joyce
Michel and Dana Cullen, New York City.

36. J O Y C E M I C H E L
NEW YORK
For further information contact:
Joyce Michel CEO/President
Michel Licensing Inc.
200 East 87th Street
19th Floor
New York, NY 10128
212.996.2854/ Fax 996.2854
E-mail: joycemichelny@gmail.com