Trend Book: Fall/Winter 2010
Created for White House/Black Market as a styling guide and clienteling tool
Created for White House/Black Market as a styling guide and clienteling tool
I conceptualized and produced a hardbound coffee table book showcasing major current fashion trends for Fall/Winter 2010.
Conceptualization:
Purpose and benefit for the Client: To create an easily maneuverable visual reference for clients to view in order to understand the connection between the current fashion trends and the merchandise available in stores. This reference would offer an overview of trends and styling tips so that clients could develop a better perspective of current styling, color stories, as well as current fits, fabrications, silhouettes, and key details. This could lead to higher UPT as clients could want to create an overall style, as well as higher client retention as the stylist was able to build credibility in addition to rapport.
Purpose and benefit for the Stylist: To create an easily accessible visual reference for stylists touse as both a styling guide and clientelling tool. This reference wouldbe available for stylists to utilize when working with a new client todetermine their overall style preferences, as well as with returning clients toillustrate how they could update their current style with either the additionof specific pieces or with a styling revamp. As a result, clients could developan earlier rapport with their stylist, which in turn would improve clientcapture and retention.
Production:
Product Development: To make the book easily readable, I developed the layout to be similar to a typical fashion magazine, which was ultimately created by compiling numerous magazine images into one book. The book was then divided into chapters depicting top trends, editorial concepts, and styling themes. These themes and images were mirrored from the top 8 fashion magazines in the United States (and some overseas publications). The magazine themes and images that were incorporated into the Trend Book were from Vogue, Elle, W, InStyle, Marie Claire, Harper's Bazaar, Vanity Fair, Allure, Glamour, and Nylon.
Compiling Process: The book was actually created in three separate processes. The first process was to determine the layout for each page depending on the size and quantity of images. Once images had been selected and the layout had been determined, each image was then strategically affixed to pre-cut card stock. Finally, once all images had been successfully affixed to the card stock, the entire page was then adhered to the page in the book itself. This intricate three step process was repeated for each individual page in order to create the final product.
Final Product:
The hard-bound Trend Book: The Trends for FW2010 encompassed 30 full-color pages, including contents page and credits page.
