Table of Contents Designer Bio 3 Inspiration 5 Sketches 9 Target Customer 10 Look Book 11 Labeling & Business Cards 13 Ticketing 14 Barneys New York 15 In-Store Concept 16 Floor Plan 18 Invitation for Store Launch 19
“When twenty-three year old Savannah, Georgia resident Hannah Goff’s bold collection exploded onto the runway, camera lights Designer Bio went off like mini supernovas of excitement.” - Elle Fashion Hannah recently won the 2012 Emerging Designer Award at Charleston Fashion Week. Hannah was applauded for her Growing up in Lexington, North Carolina, Hannah Goff didn’t always original prints and fabrics. The fjnale show featured fjve know that she wanted to be a fashion designer. Throughout high emerging designers who were narrowed down from a fjeld of 20 school Hannah debated between interior design and fashion design. who showed off their work in preliminary rounds held earlier in Hannah went to North Carolina State University in Raleigh, North the week. Carolina for her undergraduate degree and earned a Bachelor of Science in Textile and Apparel Management in 2010. She originally chose to go to NC State because she thought she wanted to be a textile designer; however, NC State focuses more on how to make the textiles and the science behind it. While Hannah says she’s glad she knows the process, she decided to pursue a Masters degree in fashion design, which led her to Savannah College of Art & Design in the fall of 2010 for graduate school. She has recently graduated from SCAD with a Masters of Art in Fashion Design. For the time being, Hannah is still living in Savannah. She is a currently a freelance print designer for a company in South Carolina but is hoping to move to New York City sometime soon. Hannah’s ultimate dream would be to one day design for her own brand. 3
Inspiration Hannah’s inspiration started with Cindy Sherman’s untitled fjlm stills where she is dressed as a 1950s domestic housewife. She was further inspired by Laura Letinsky’s photos of dinner scenes. Some of Letinsky’s photos featured full sinks with dirty plates and utensils so Hannah mixed the housewife photos of Cindy Sherman with the kitchen scene photos. Hannah found a form of domestic feminism from this composition and wanted to oppose that with a sort of more modern, metropolitan woman. Hannah brought the 1950s domesticated housewife into the modern day by using modern silhouettes. Because of her background in textiles, Hannah wanted to create her own prints so she mixed items like shoes, eggs, blenders, spatulas, and other housewife icons into her prints. The icons were very literal but Hannah put them into the prints in an abstract way so it turned more into a “Where’s Waldo.” 5 6
Sketches Target Customer The ideal consumer for the Hannah Goff brand would be a woman mid 20s to mid 40s who is career driven, most likely in a creative career. She is worldly, well educated, most likely European, loves to travel, and lives in a very metropolitan city. She is very independent and likes to express herself through her clothes. She is not afraid of color or bold shapes and prints, and is very aware of current trends. It’s also important to her to keep up to date with all luxury apparel markets. The Hannah Goff customers can be classifjed as achievers. Name: Olivia Age: 32 Occupation: PR Director for Elle Magazine Location: New York City Hobbies: Shopping, traveling, and attending store openings, shows, and museums Favorite Stores: Barneys, Henri Bendel, Bergdorf Goodman, Tibi, Intermix Favorite Brands: Prabal Gurung, Christian Louboutin, P aige Denim, DVF 10
Look Book “Everything and the Kitchen Sink”
Labeling & Business Cards Ticketing Old Logo: Lauren Clark Public Relations Director Dimensions: 2” width x 4” height T: 912.446.6494 Size: Small F: 912.446.6499 Top Layer: Laser cut vinyl lauren@hannahgoff.com to mirror the clothing design Style No.: 20130C Bottom Layer: Black glossy $850.00 New Logo: paper Dimensions: 2” width x 3.75” height Type Face: Minion Pro Colors: Black background on glossy paper with white writing 13 14
Barneys New York In-Store Concept Hannah Goff’s area in Barneys will be located in a corner. The walls and fmoor will be covered with a Barneys New York is an iconic luxury department store and a Manhattan institution that’s been in New York since glossy black plastic material. The walls will have small, square cut outs fjlled with close-ups of Hannah’s 1923. Barneys carries designers from Balenciaga to Alexander Wang to Miu Miu. Hannah Goff has recently been colorful prints. There will also be lights set into the walls behind the black plastic. The prints will be on a added to Barney’s designer portfolio and is being offered alongside designers like Prabal Gurung. vinyl material that lets the lights shine through. The cut outs will serve as light boxes and bring interest into Hannah’s corner on the fmoor. The fjxtures will be a clear plexiglass material with sharp, modern edges. To add a little comfort into the area, a white area rug will be placed underneath the display tables in the middle of the area. There will be two square display tables and three hanging racks. Because Hannah is just being introduced to Barneys, she won’t have the largest retail space. Over time and depending on her success in Barneys, she will gain more retail space. Because Barney’s fmoor plans are open, the fmoor plan for Hannah doesn’t include cash registers or dressing rooms. Both the registers and dressing rooms are located in one central area for the whole fmoor to use. 16
Floor Plan Glossy black walls with cut outs for lights Hanging Rack Display Table Hanging Rack Display Table White Area Rug Hanging Rack 17 18
Invitation for Store Launch SIMON DOONAN + ANDRE LEON TALLEY would like to introduce With the introduction of Hannah Goff to the Barneys designer portfolio, there is going to be an in-store launch party. The party will take place on Friday, September 14. This date was specifjcally chosen for the party because it’s after Labor Day so the Hannah Goff potential customers will be back in the city from summer vacations. The typical Barneys customer often leaves the city from Memorial Day to Labor Day to spend time abroad or in places like the Hamptons. It’s important to plan big events after Labor Day in order to have a to Barneys New York good turnout. cocktails + hors d’oeuvres Hannah Goff will be present in the store for the launch and will be able to answer questions and interact with the customers. During the party, cocktails and hors d’oeuvres will be passed. The party will take place during Friday, September 14, 2012 store hours so guests will be able to try on the clothes and make purchases. 5pm to 7pm 660 Madison Avenue 19 20
www.hannahgoff.com By: Lauren Clark FASH 763 Spring 2012
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