GUESS X DITA VON TEESE
Fashion Scholarship Fund Case Study
THE ASK
Create a “phy-gital” merchandising plan for a brand/retailer that is complete with a product assortment, 6-month financial plan, distribution plan, launch strategy, and social commerce strategy.
CONCEPT
In response to a market driven by brand aesthetics, Guess will offer an assortment of apparel centered around vintage glamour and old Hollywood through a collaboration with American vedette and model Dita Von Teese. Through Instagram, TikTok, and NFT platforms, Guess will utilize social commerce to tap into feelings of anemoia, or nostalgia for a time one’s never known, among Millennial consumers.
PROCESS
PROCESS
MERCHANDISING
RESEARCH
Using industry reports, I compiled key retail drivers, performed a competitive analysis on the Guess brand, and established the core customer targeted by the collection.
COLLECTION
Next, I used Adobe Illustrator to create a seven garment collection of modern pieces inspired by classic, vintage styles.
MERCHANDISING
Then, I created a complete merchandising strategy complete with a 6-month plan, an allocation plan, distribution plan/strategy, and plans to scale.
MARKETING
To develop the marketing plan, I explored the roles of social commerce by implementing techniques through Instagram, TikTok, and NFTs on OpenSea. I also added virtual sizing tool Drapr to target the Guess customer’s pain point of inaccurate fit and sizing in e-commerce shopping. Then, I created campaign mockups with collection muse Dita Von Teese and famous drag queen Violet Chachki who was a winner of the widely popular show RuPaul's Drag Race.
FULL CASE STUDY
THE OUTCOME
Completing the Fashion Scholarship Fund was an experience that taught me to work creatively and effectively without much guidance or control. The open-ended nature of the prompt spurred many ideas which I had to hone to choose a brand and concept that I was passionate about. I practiced my skills in market research, design, retail math, merchandising strategies, and creative marketing.