2. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
From a young age this determined artist was drawn to luxury, beauty,
and fashion. Born with an exotic name, Habebah Abdulrahim dreamed of far off places.
White sand beaches, aqua marine seas and endless horizons called to her in whisper as she
began to create the concept of her clothing line. “Encompass” was inspired by Australia’s
Great Barrier Reef. Her creative concepts as a fashion designer brought to everyday life,
the beauty and untouchable enchantment that exists only in this underwater treasure.
Vibrant colors, varying textures, creative closures, and lines that seem to flow like the tides
themselves. Through her designs, Habebah is able to capture the imagination of her clients
and inspire those who wear her fashion to live out their own dreams.
As a brand marketer, Habebah has created a name that captures the essence of her clothing
line. To “Encompass” means to surround and have or hold within. By definition this brand
created by Habebah encompasses the lifestyle of the lavish world traveler adorned with
accessories for all seasons. With unique and skillfully crafted marketing display, Habebah’s
designs speak to every woman and are personally executed to allow onlookers to envision all
of life’s possibilities.
Brand Vision
3. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
The History of a
150 year old Trend
In 1846 Queen Victoria, on a whim, dressed her four-year -old son Albert Edward
in a sailor suit to board the royal yacht. This whimsical look was also popularized
by an 1847 painting by Franz Xavier Winterhalter.Brenton stripes were seen on
the navy and white knitted shirts that the Act of France introduced on March 27,
1858 as the uniform for all French seamen.This sea-to-land look has been the basis
for a cyclical trend that has spannedthe world for 150 years and counting!
CLASSICTRENDREPORT
Nautical stripes were the standard uniform
for the French Navy to help the crew spot
sailors who fell overboard.
Rugby stripes were inspired by polo-style
jerseysand became mainstream in
the 1950’s.
Chevron stripes have military roots as they
are used on badges to indicate rank.
Over the ages stripes have made their
mark in many mysterious ways. Prison
uniforms,tailored suits, and even bed
sheets and street signs have been adorned
with the stripe.In the Middle Ages stripes
were even associated with evil and later in
the future, symbolized freedom after the
American and French Revolutions.
Nautical Rugby Chevron
4. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
To Buy or Not to Buy?
Investing in the stripe trendmakes sense for a few reasons:
First, it can act as the base for a variety of ensembles in
any season.
Second it is a timeless look that is stylish.
Lastly this look travels well because it transcends location
and will help pull any look together no matter what city
your in.
Influence on the Industry
1930 mens fashion picked up on the
trend and at that time stripes became the
inspiration for plenty of designers. Today
classic and contemporary looks are created
by combiningthe stripe with modern styles.
Womens fashion wasn’t introduced
to stripes until Coco Chanel created a
signature look with Brenton Stripes.
5. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Color
Trend Report
2014-2015
How to Wear Pastels
Pastels with black & white is a way to wear
the trend with no mistakes. Using black
will create a modern polished look. Pairing
pastels with white enhancestheir femininity
and softness.
Monochromatic pastel looks are a great
way to elongate and slim your silhouette.
When wearing a single tone experiment
with different textures and the volume will
create interest
Cotton Candy Pastels
Delicate shades of pastels are a huge trend
throughout all seasons of 2014-2015. Ice
cream tones are meant for the
Spring and Summer, however can be easily
worn into Fall and Winter.
7. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Pastel Makeup
Pastel makeup is a chic way to incorporate a sophisticated
natural look. Use tones of rose and tea shades to enhance
the cheeks while pearl eyeshadow make the eyes pop!
Pastel nail polishes look delicate, so choose a tone
that is the predominant color of your outfit or pick the
complimentary color to create color blocking.
Quick Tip
Pair pastels with contrasting styles for a
preppy or sporty chic look.
Pastel Makeup
Pastel makeup is a chic way to incorporate a sophisticated
natural look. Use tones of rose and tea shades to enhance
the cheeks while pearl eyeshadow make the eyes pop!
Pastel nail polishes look delicate, so choose a tone
that is the predominant color of your outfit or pick the
complimentary color to create color blocking.
8. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Public
Relations
A
destination tearoom known for
top-quality food and excellent
libations, with all the style
and charm that one finds in modern
day Britain. Crown & Crumpet
infuses traditional with a large dose
of panache and humor. As Director of
Media Relations Habebah Abdulrahim
was tasked to create the media kit for
the opening of Crown & Crumpet’s
newest location.
Habebah Abdulrahim
Director of Media Relations for Crown & Crumpet
10. HABEBAH ABDULRAHIM FASHION CONCEPTUALISTHABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Company Overview
Alexander McQueen
A brand sometimes hobbled by its own shadow, Mc-
Queen’s suicide and darkness of the identity he left
the brand gives the company a back story which
sometimes overshadows its future. Today Sarah Bur-
ton has taken the brand from dark pain to dark plea-
sure, but McQueen consumers still sometimes miss
the unconventional nature of his designs.
Marketing
Plan
Pyschographics:
Social women who like to
attend events.These women
tend to buy fewer pieces
but those pieces are very
extravagant.Interested in the
latest trends.
Demographics:
Age: 25-45
Gender:Female
Income: $300,000+
Education: College+
Marketing Strategy
By creating a collection of charactercostumes for
American Horror Story’s Freak Show, Alexander
McQueen can be revived in the most terrifyingly
beautiful way while increasing sales in America.
11. HABEBAH ABDULRAHIM FASHION CONCEPTUALISTHABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Positioning Statement
The new McQueen Horror Collaborationis
the sexiest, most delightfully terrifying
haute couture collection to tease the
imaginationand spark the dreams of
vibrant fashion savvywomen
in America.
13. HABEBAH ABDULRAHIM FASHION CONCEPTUALISTHABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Revenue By Geographical
areas in Euros
Mature markets Eastern Europe- 4,530.9 First half 2012
Western Europe-3,071.1 First half of 2012
North America-933.9
Action ProgramsLine Creation-$750,000 25 pieces
Costume fashion show tour in major U.S. cities.
(New York,LA,Chicago, Miami) $200,000.
Gala with auction for costume from American Horror story.
$50,000 for venue.
Standard commission for auction 15%- $320,000.
Photo shoot and print ad collaboration- Harper Bazaar, Vogue
$1.5 Million, $500,000 for shoots.
Social media-6,800 and Media kit $275
Total Cost of Marketing Plan- $3,327,075
The Profit
Sale of Costume to AHS-$1.5 Million
Fashion Show Ticket Sales-$3,000,000 Million
Ticket Sales-$500,000
Auction -$2,000,000
Total Profit after bills are paid-$3,672,925
Expected lift in sales of 27% or $14,040,000
14. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
THE DREAM
This mood board was created with just
a thought for a class project. Today this
board has bloomed into the business
concept that will in the near future bring
dreams to reality.
ENCOMPASS
YOUR PASSPORT TO FASHION
Our Simple Belief
No matter the voyage, take fashion with
you. With Encompass Fashion is your
passport to the world. So wherever you
travel let the clothes Encompass you!
The key message associated with the Encompass brand is upscaleclothing
for the jet setter who is adventurous and chooses fashion as an expression of
their active lifestyles.
Target Market
Encompass is an online resort- wear
retailer that provides multi-seasonal
brilliant and dazzling fashions for the
upscale woman age 25 to 45,with a
jet-set lifestyle.
Business Plan
15. HABEBAH ABDULRAHIM FASHION CONCEPTUALIST
Savings Plan
Total Start-up Costs $22.000
$22,000/18 months =$1,222 a month
$1222/4 weeks in a month= $305 a week
$305 /5 days in a week = $61 a day
$61/8 work hours a week=$ 7.63
$7.63 will need to be saved everyday worked
for 18 months in order in reach the amount
needed to open Encompass.
Product & Marketing Mix
Devlopment
Encompass will support itself through
establishing a network of cross-marketing
relationships by utilizing internet advertising.
Encompass plans to use social media
advertising by posting daily and circulate
posts to get “likes” on company FACEBOOK
page.
In return we advertise the same
travel sites that mention us. Posting ads
on travel sights (cross market promotion
and affinity marketing) daily to attract
customers from our demographic because
57% of reservations are made online.
The Customer Loyalty Program will track
customers and offer discounts for
customers who return for purchases or
refer new customers to the site.
