Beyond Fashion by Rachel McCollum by Robert Rabinovitz

REDEFINING FASHION THROUGH SELF ESTEEM

bloom Beyond Fashion

Part 1

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Acknowledgements

I would like to thank my teacher Robert Rabinovitz and class for helping me progress in my project throughout the year. I would also like to give special thanks to Gabriel Pazos, the web creator of my web site, Natalia Cuellar, who assisted in prototype development and finally my brother, Kyle McCollum, who helped me to develop the financial analysis and business plan.

Beyond

Labels

Table of Contents Rachel McCollum Parsons The New School For Design Department Design and Management Senior Thesis: Robert Rabinovitz Spring 2009 1.) Abstract Overview.........................................................................................................................1-2

3.) Prominent Issues What is driving the debate..............................................................................................5-6 4.) The Facts Statistics on Self Esteem..............................................................................................7-8

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

2.) The Argument Thesis Statement..........................................................................................................3-4

5.) Field Research Opportunity Evaluation.....................................................................................................11 Interviews..........................................................................................................................12 Evaluating Fashion.....................................................................................................13-14 Image Observation.....................................................................................................15-16 Personas.....................................................................................................................12-20 6.) Prototypes Magazine....................................................................................................................22-24 Web Site....................................................................................................................25-28 Non For Profit Organization........................................................................................39-30 Fashion Line..............................................................................................................31-32 Evaluation of Prototypes..................................................................................................33 7.) Implementing an Intervention.................................................................................34 The System Map........................................................................................................35-36 The Groups Involved........................................................................................................37 Cost Benefit Analysis.......................................................................................................38 8.) The Backpack Symbolism..................................................................................................................39-40 The product.................................................................................................................41-42 The Function...............................................................................................................43-44 9.) The Web Site Bloom Web Site.........................................................................................................45-50 NASE.........................................................................................................................51-52 Womenâ&#x20AC;&#x2122;s Campaign International...............................................................................53-54 Internet Service Provider.............................................................................................55-56 9.) The Business Plan Mission Statement............................................................................................................58 Product Positioning.....................................................................................................59-62 Consumer Overview........................................................................................................63 S.W.O.T.Analysis.............................................................................................................64 Competitive Landscape...............................................................................................65-66 Public Relations...........................................................................................................67-68 Marketing..........................................................................................................................69 Advertising.......................................................................................................................70 FinancialAnalysis........................................................................................................71-76 Future Plan................................................................................................................77-78 10.) The Conclusion.................................................................................................79-80 Bibliography................................................................................................................81-82

The first part of my thesis focuses on the research and analysis of gender identity, and society as they relate to perception of beauty. My research began by questioning the meaning of beauty in different cultures and its effects on women. The investigation explored a variety of different cultures and their views on beauty in its physical, emotional, and spiritual essence. This involved understanding the historical, psychological, and cultural significance of beauty and its industries. I then performed interviews and used empirical research to gain a better understanding on the issue. I discovered we live in a society that places physical beauty above so many other aspects that it has affected the very fabric of our culture. Young women that battle with self confidence and body dissatisfaction issues struggle through life changes and, in many cases, can result in desperate states such as disorders or

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Abstract

psychological problems. Body image dissatisfaction is one of the most common factors that influences low self-esteem in females (1). This â&#x20AC;&#x153;man-made struggleâ&#x20AC;? is stagnant and destructive; it is an obstacle that can be difficult to overcome, especially when girls are growing into young women. This creates a constant pressure for young females to desire the unrealistic beauty standard. Reality versus perception is impacting virtually all teens in the United States. This is why I have decided to dedicate my thesis to create a solution to help empower young women. There is real need to create a healthier outlook on beauty standards and to bring a more positive image to the fashion world. Throughout my study on this issue, I discovered that this is a problem that may never be completely solved, however I found that it is important to start taking action and to initiate change. In response to these issues that

are driving debate on “beauty standards,” I found the media and fashion industry have a prominent influence on creating these values for young women today. Unfortunately, the term “beauty standards” has become manipulated. In many cases, this has a negative impact on a young female’s life, as they are more vulnerable to be influenced by the media and other factors such as their social life and family values. During the analysis of this issue, I explored extensive research as well as developing several prototypes to build a strong case. Through this I discovered my greatest opportunity for an intervention. The final solution focuses on an action plan that pushes for societal change regarding beauty standards and redefining fashion through self esteem. The purpose is to influence the lives of girls that battle with body and identity dissatisfaction and to work towards giving the fashion industry a more optimistic feel to

young women. My intervention is important because it helps promote self esteem as well as introducing a new fashion concept that is related to self awareness and individuality. I have strived to push the issue of self-esteem more forward into the lives of young women by communicating directly into their lives through an interactive web site as well as providing a product that features value, functionality, and individuality. The web site will give young women communication, strength, and support while empowering them with knowledge, understanding, and acceptance of who they are and how they look. The Bloom backpack line offers women a innovative and fashion forward product that is good for the body, provides the ultimate functionality, and is completely originally for each individual. In addition, the backpacks are made specifically for each individual and are for a good cause that goes to helping women in the U.S. as well as other locations in the world. 2

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

The Argument

“No one ever told me I was pretty when I was a little girl. All little girls should be told they’re pretty, even if they aren’t.”

-Marilyn Monroe

Thesis Statement

The Dove Self Esteem Fund

Throughout history in all cultures a common ultimate goal is to achieve beauty. Just as all people look different, all people have a different view on the question, what is beautiful? Great pain has been suffered for centuries for women to achieve perceived beauty and depending on point of view it can be seen as subjective or objective. However, today women in western society are exposed to an increasing amount of media that is invading the lives of young girls. The lengths that young women are willing to go in order to achieve the unattainable look is becoming a growing problem. The “fashionable” unrealistic airbrushed female body has become the standard for beauty in western society. This creates a constant pressure for young girls to desire a unhealthy beauty standard.

The consequences of this issue are resulting in low self-esteem and confusion of self identity. Therefore, there is a need for a product or service that will influence change in society and fashion as well as expanding on the idea of what constitutes beauty. I will aim to create a solution within the fashion or beauty industry to initiate a more positive standard on attractive looks as well as striving to improve self esteem issues in young women. Some astonishing facts that reveal that self-esteem is a prominent issue are: only 2 % of women around the world describe themselves as beautiful and 81 % of women in the U.S. strongly agree “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve (2). These facts reveal that there is a relevant problem. 4

Prominent Issues

Beauty Pressures

Self Esteem Issues

Beauty pressures are everywhere whether itâ&#x20AC;&#x2122;s models that wear a size 2, or teens that are developing into young women. However, there are major influences from society, the beauty industry, and the media. The media influences girls in advertising, television and billboards. It also usually glamorizes the skinny model with airbrushing, and photo enhancements. Furthermore, they do not represent the usual woman. The average person in the United States sees around 3,000 ads in magazines, bill boards, and television every day which send out subliminal message to young women on how they should be (3). This is a problem for young women because it is creating unrealistic standard for beauty and a constant pressure for young women to look a certain way which is causing low self esteem. These beauty pressures often result in

in young women not being able to keep up which in return causes low self-esteem to take over. Low self-esteem leads to introversion, a withdrawal from normal life and a waste of potential (4). As defined by the National Association for SelfEsteem, it is the experience of being capable of meeting lifeâ&#x20AC;&#x2122;s challenges and being worthy of happiness. People who have healthy or authentic self-esteem trust their own being to be life-affirming, constructive, responsible, and trustworthy (4). Some of the negative impacts of low self esteem are anorexia, nervosa, bulimia, narcissistic personality disorder, adonis complex, plastic surgery addiction, substance abuse, social alienation, stress, depression, and body dysmorphic disorder which are all damaging to the body, mind, and overall view of oneself on various different levels.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

What is Driving The Debate

Home Environment

Social Environment

The media and society have a big influence on the self-esteem of young people, but it is not the only determining factor in the development of selfesteem. Research has shown that the home environment, school environment, and social aspects are all extremely important. Any young woman must have love, flexibility, communication and feel valuable from their parents in order to develop her self-esteem (5). According to recent research, supportive parenting is lined to adolescent self esteem (Dekovic & Meeus, 1997). Controversly, lack of parental support has shown to influence social behavior and confidence issues. Thus, parental support is extremely important. Parents must understand what his or her daughter is going through and must support her in emotional state to improve ones overall confidence.

The social life of young women is very important and usually plays a part in affecting self esteem. Often young women want to fit in and be accepted by the people they are surrounded by. If young women are not accepted at school or in their social circumstance it can often affect their self esteem. Many girls that describe themselves as lonely often have poor self esteem, are extremely self-conscious, are awkward with others and have harsh self-criticism (5). Furthermore teens in the adolescence stage are even more influenced by their social surrounding (5). It is important for young girls developing into women to feel important and secure because there are so many aspects of a teenâ&#x20AC;&#x2122;s life that are changing, such as her body, her relationships with friends, academic challenges and family relationships. 6

The Facts

Only 2 % of women around the world describe themselves as beautiful 81 % of women in the U.S. strongly agree “the media and advertising set an unrealistic standard of beauty that most women can’t ever achieve (2) Market data Enterprises, Inc. estimated the size of the weight loss industry for 2003 at $34,000 billion. 90-95 of all anorexia’s is a woman. Women are more likely to suffer from depression and low self esteem, accompanying body image dissatisfaction, then men. Over half of the teen girls interviewed for my research were insecure about something concerning their physical state or mental attitude towards themselves. 7 in 10 Girls believe they are not good enough or do not measure up in some way including their looks, performance in school and relationship with friends. (6)

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Statistics on Self Esteem

New York is ranked among the top ten locations of the highest percentage of teens (19%) that admit to having low selfesteem (2). 17% of teen girls in New York practice disordered eating, such as starving themselves, refusing to eat and throwing up, when feeling badly about themselves The majority (76%) wish female beauty was portrayed in the media as being made up of more than just physical attractiveness (2). 75% that they wished the media did a better job of portraying women of diverse looks. 15% of teen girls in New York wished that they had more support from either their parents, friends, in school, or in their social life. This percentage of girls also reported that they disliked at least one aspect of the way they look or feel (2).

8 National Association of Self Esteem

REDEFINING FASHION THROUGH SELF ESTEEM

bloom

“She walks in Beauty, like the night Of cloudless climes and starry skies; And all that’s best of dark and bright Met in her aspect and her eyes: Thus mellowed to that tender light Which Heaven to gaudy day denies.” - She Walks In Beauty by Lord Byron

Field Research

In researching possible opportunities for an intervention, I conducted field research on various factors. My field research is an important aspect of my investigation on the problem because it allows me to have my own interpretation and understanding of the issue. Furthermore, I based the development of my prototypes on this research. I first explored existing entities that are striving to help self esteem issues in young girls. This was to further my knowledge on what is currently out there and what are the missing links. The second part of my empirical study was to interview the same control group as my previous studies. The group was asked similar questions regarding self esteem, only this time it was directed more on feelings and emotions towards the exposure of the fashion and beauty industry. The point of this was to gain a better understanding of how girls feel about the current fashion and beauty

industry. The next part of my field research focuses on finding an object that is important to women and to then communicate through that object in a positive way. This notion is based from my previous research on semiotics and how objects can hold a certain value and meaning to a person. The justification for this is to find something that is highly valued by women and then promote self esteem and self identity through this object. In order to achieve this I performed several interviews. The factors that I based my development of my prototypes on are of the following. I first performed interviews which included a semiotic based analysis of beauty and fashion objects. I also conducted my initial thought process of an image experiment. This was done by putting a series of photographs including media, advertisements other related images together that are all related to fashion and beauty. 10

Field Research Opportunity Evaluation Advertising campaign

Bloom could possibly consist of a advertising campaign to promote selfesteem in young women. Current Advertising Campaigns The Dove Self-Esteem Fund Nike Thunder Thighs Campaign The Body Shop / Got Milk Fit & Light Yogurt

Bloom could develop a magazine that promotes self esteem Current Magazines Republican Women of Color Hues Magazine

Web Site Bloom could develop a web Site that promotes self-esteem Current Web Sites www.doveselfesteemfund.com www.loveMyBody.org, www. girlsinc.org, www.iseeinc.org wingsforkids.org

Fashion There are no current solutions promoting self-esteem consistently in fashion. There is an area of opportunity to developed a fashion line that promotes self-esteem

In researching on current solutions, I found that there are several companies that are starting to promote self esteem in their campaigns such as; (Dove, The Body Shop, Nike, and Sports Girl. There are also various self-help books, organizations, and special programs that are all dedicated to helping girls with selfesteem issues. However, I found that all current solutions are aiming to solve this problem with only one form of media.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Magazine

Beauty products Bloom could create a beauty product that promotes self-esteem Current Products b416 Skin care i.d solutions

SELF-HELP BOOK Bloom could create a book that promotes self esteem in girls. Current Books Six Pillars of Self-Esteem The Girlsâ&#x20AC;&#x2122; Guide to Life, The looks Book, The Body Myth, Packaging Girlhood

ORGANIZATION Bloom could develop an organization that promotes self-esteem Current Organizations NASE, Self Esteem Boston, Girls Incorporated, You Are Beautiful, Girls Self-Esteem Programs

SPECIAL PROGRAMS Bloom could develop a program that works in schools to Promote self-esteem Current Programs, Reach For Health, Partnerships for Gender,

This is the missing link in current solutions because there is not one solution for this problem. This issue involves various different aspects that must be taken into consideration such as individuality, family, sense of community, and society. Therefore my intervention will focus on a multiple levels of media and will concentrate on interaction with the individual. Furthermore, this is an a issue that cannot be solved by one simple solution.

Interviews

Getty Images

Do you feel that the fashion and beauty industry effects you? 50% yes 25% sometimes 25% no Do you like fashion? 80% yes 20% no How do you feel after being exposed to images of ultra thin models in fashion media? 60% feel vulnerable 10% feel fine 20% feel they are not satisfied with the the way they look Do you think images of ultra thin models are unrealistic? 50% yes 10% it depends 40% its not a healthy standard Do you think people around you are influenced by fashion models? 50% maybe 30% yes 10% no Do you feel that the mediaâ&#x20AC;&#x2122;s model like body ideal has effected you in a negative way? 20% no 50% yes 30% maybe

What items are most important to you regarding fashion? 40% shoes 10% clothes 50 % accessories Do you prefer to purchase fashion items that do not require you to fit or try on? 50% yes 50% no What items are most important to you regarding beauty accessories? 10% hair 50% make up 40 % other How often do you read or purchase fashion magazines? 20% every month 50% occasionally 20 % rarely Are you a member of online networks such as face book, my space or a blogger? 95% yes 5% no Would you be interested in a fashion line, magazine, or web site that promoted self esteem while also allowing you to engage in fashion or beauty?

70% yes 10% no 20 % maybe 12

Field Research Evaluating Fashion

Getty Images

“Clothes create a wordless means of communication that we all understand”.

There are many dilemmas in the modern fashion industry. Some of the main concerns are from the constant flow of advertising extremely thin and airbrushed models. Society has created a certain beauty standard that is having a negative impact on young girls lives. The fashion industry has influenced many of society’s problems with weight and eating disorders. There are many individuals in the world who do not have the ideal body type , thus women that do not fit the “ideal standard” tend to have lower selfesteem. These types of advertisements have an enormous impact on the youth at the present as many of them appear in youth magazines. Another very prominent problem facing the fashion industry is the extreme body forms many of the models are portraying. The vast majority of catwalk models are dangerously skinny and it has been suggested that they even suffer from malnutrition or develop an eating disorder.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

-Katherine Hammer

On another note, dress in general is a way for people to express their individuality. Therefore, in many aspects fashion is related to self-esteem. Fashion is a language which tells a story about the person who wears it. Fashion is also something we deal with on a everyday basis, even if a person is not interested in fashion, what they wear can say a lot about their personality or how they are feeling that day. Dress lies on the boundary between self and another (7). For instance, if one is dressed inappropriately for a certain situation or when our clothes just simply do not fit well, the individual does not feel confident. To understand the relationship between dress and the body one must acknowledge the nature of dress, which imposes itself on our experience of the body. This makes us aware of our form of body and the way the clothes fits in certain areas makes us more aware of that particular part of our body (7).

Corbis.com

We also have a relationship of dress to the social world. It tells us that our clothes do not only belong to our bodies but also to the social world in which we are strongly influenced by. Therefore the dressed body must acknowledge the social nature of it self and how it is shaped by techniques, attitudes, aesthetics and so on, which are strongly related to social aspects (7). In addition women have done some rather insane things to their bodies in name of fashion. This is something that is apparent throughout history. For instance in the 1800â&#x20AC;&#x2122;s women started wearing corsets to make their waists smaller. This was not only painful but also resulted in broken ribs and damaged internal organs. Today the high heel is the ultimate symbol of fashion. Its purpose is to increase heightens and elongate the

body, however, heels can contribute to the development of a variety of conditions from corns and calluses to hammertoes, arthritis, chronic knee pain, sprained ankles and back problems. It has been reported that some women went as far as performing cosmetic surgery in order to wear a certain style of high heel. Regardless of the down falls women will continue to wear them in the name of fashion. Through these facts, it has become quite apparent that women have continued throughout history to change or modify themselves for fashion trends. Therefore, I found that there is a need for something that is not only more practical for the woman but something that makes her feel confident and stylish without having to alter or make sacrifices in the name of fashion or beauty. 14

bloom REDEFINING FASHION THROUGH SELF ESTEEM

Field Research

Image Observation

The Process and Purpose

The process of this experiment was to set out a series of images that express different meanings. I collected 100 images that varied in their symbolism. This experiment was performed to the same group as the first image observational study. Only this time the photographs were based from the fashion and beauty industry. The image subjects included fashion, advertising, media, beauty products, and fashion photography all holding a specific meaning. I asked the same control group to choose ten photographs that stood out to them. Once they chose the images I asked them to report why they chose it and how it made them feel.

The pictures displayed to the left are the images that were chosen most often. The results of the experiment showed that young women were more attracted to images displaying relationships. I also found that girls did not choose photographs that had subliminal messages that displayed thin models or advertisements that stereotyped people. I found that there was not one set trend in what images were chosen but rather that girls felt a particular meaning behind the image. I also found that girls had a positive attitude towards fashion when there was not a model or certain look that sold the object. 16

Personas Understanding The Group

Sara Jones is a 18 year old girl from from Boston. She has been training as a dancer since she was 7 years old. Growing up as a ballet dancer, Sara feels that she is exposed to body image issues. She feels this pressure continue throughout her dancing career. Sara is currently getting ready for an audition for the biggest ballet event in Boston. She feels

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Sara Jones

a large amount of stress as she will be competing with her closest friends in her ballet class. Sara is of strong character but often feels overwhelmed in her situation. Her life as a ballerina requires a large amount of discipline and a certain body standard. Although her passion is dancing she often wishes that she could express herself more freely.

Lily Michelle

Lily Michelle is a 24 year old girl that grew up in Japan. Her mother is Japanese and her father American. She moved to New York City to live with her father only a month ago to start her studies at Julliard as a musician. She is very excited to be living in a new country and experience new things, however Lily is finding it difficult at times to adapt to her new

environment. Even though Lily speaks perfect English she is finding it difficult to meet new people. In addition she feels homesick from her mother and friends. She is going through a lot of life changes and wishes that she had her closest friends and mother to talk to at this time. Although Lily will continue to grow as a musician at Julliard. 18

Personas Understanding the Group

Angela Sanders is a 16 year old girl living with her parents and sisters in California. She is a Junior Palm Springs High. Angela wants to become an artist and finds it difficult to concentrate on her studies at school. Furthermore Angela feels that she is out cased in school because she does not share the same interests as her friends. Most of her friends are focused

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Angela Sanders

on being popular. Angela feels pressure as she is constantly being compared to her older sisters that were popular in school and had excellent grades. She often feels bad in school and in her home. Angela desires to have friends that share the same values as her and also wishes that her parents would not compare her to her sisters.

Annelise Lady

Annelise lady is a 15 year old girl from Florida. She lives in Miami with her mother and two brothers. Growing up with her two brothers she became a tom boy. Ever since she was a little girl she preferred to play basketball and sports with the boys instead of with the girls in her class. Annelise participates in all school sports and has become a mascot for the

the girls volleyball team. Although Anneslise is popular at school and has many friends she often feels excluded by the girls. Most of her friends are males and the other girls do not invite her to any activities. Even though she tries not to care, she still wants to feel like one of the girls. Furthermore, she feels stressed because she is not part of the group. 20

REDEFINING FASHION THROUGH SELF ESTEEM

bloom Beyond Fashion

Part 2

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Prototypes

“The most beautiful thing we can experience is the mysterious. It is the source of all art and science. He to whom this emotion is a stranger, who can no longer pause to wonder and at and rapt in awe, is as good as dead.. His eyes are closed.” Albert Einstein

Problems with Current Publications

Magazines for young women today are filled with articles that urge girls to maximize their â&#x20AC;&#x153;hotâ&#x20AC;? looks while promoting the unrealistic beauty ideal. These mixed messages may well be destructive and in part responsible for the rising numbers of teens starving themselves. Teen magazines are loaded with ads and editorials that are sending out the wrong message to girls (8). Magazines such as (Stars) exploits women in their bathing suits and makes bad acquisitions of the women.

CosmoGirl is filled with editorials regarding sex, gossip, and popularity contests. These magazines are promoting envisions for teen-age girls to think they need to be fixed. There is a need for a magazine that promotes a healthier lifestyle. My proposition is a alternative magazine that offers various subjects of beauty, fashion, travel, and lifestyle in a positive way. Its aim will be to promote self-esteem and give young women the option to read something different. 22

Prototype 1

My first proposal for a prototype is to create a publication that will offer girls an alternative to the average fashion magazine. Bloom magazine will feature a more personal connection to the individual by offering stories on fashion, health, and individual concerns. The aim is to present a positive and healthier outlook on health, body image, and self esteem. The magazine will present real life stories about girls in other cultures, as well as interviewing readers about topics related to self-esteem. Furthermore, the magazine will be a great choice of reading for girls to learn how to embrace their individuality.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Bloom Magazine

The concept of the magazine was inspired by Vogue, Womanâ&#x20AC;&#x2122;s Health, and National Geographic. These three concepts of fashion, health, and society will be featured in every issue. However the publication would take these concepts to an individual level and will promote self-esteem issues. The publication will not feature extremely thin models or ads that include airbrushing. Furthermore, the magazine will be socially responsible in striving to influence societal change and expand on the idea of what constitutes beauty. Bloom magazine will promote young teen women to be individualistic.

Prototype 2

Problems in Web sites

What Bloom Offers

Anorexia web sites which encourage teenage girls to compete to lose weight and provide tips on fasting are becoming a growing problem. Medical experts fear growing numbers of teenagers are being “sucked” into a culture dominated by web sites that promote anorexia and bulimia as a “lifestyle choice” (8). Experts believe more than 500 sites promoting eating disorders are now competing for the attention of vulnerable girls. Groups are encouraging teenage girls to become anorexic or bulimic (8).

The Bloom web site will be designed to promote a healthier outlook on the body as well as developing an interactive platform for girls to communicate to experts, parents, and other professionals about their concerns. Furthermore, girls can view current campaigns that are promoting self-esteem. The web site will allow girls to communicate with experts and other areas of interest such as fashion, beauty, and health. In Addition parents will be able to log in and create an account as well to learn about these issues.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Web Site

home

communicate

campaigns

beauty

advice health

bloom

current news

about us what we do how to join

bloom web site will offer a interactive platform for girls and between the ages of 14-24. This web site will work as a on-line network for girls to communicate about issues concerning self-esteem. Users will be able to login and get advice from experts, that include nutritionists, psychologists, and counselors. In addition they can also see latest beauty and fashion trends that will best fit their personal needs. The web site will offer self-esteem campaigns, how to get involved in programs and learn about other current events concerning women different parts of the world.

Bloom Web page offers a platform for girls to communicate to professionals

Prototype 2 Web Site home

bloom login

communicate

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

become a member join a group

campaigns

talk to a friend talk to a expert talk to a parent

beauty

current campaigns

advice

health

current news

fashion cosmetics

Bloom web site will be an online community for girls from around the world to share their interests, concerns, and have support.

Users will be able to contact, experts, seek advice, and learn about how to get involved. This interactive site allows users to communicate via messenger, skype, or mail.

Users will be able to view current campaigns for self esteem. Its purpose is to create awareness about these campaigns and to promote self-esteem issues in young women.

Users will be able to see latest fashion trends and find the looks they want in a more positive way. This will be done by simply showing the product rather than the ad with a model.

bloom home

communicate

campaigns

beauty

nutritionist phycologist councelor

advice

health

nutrition learn about excersize

current news

womenâ&#x20AC;&#x2122;s groups

Users will be able to learn from experts such as nutritionists, psychologists, and counselors. They will give advice about self-esteem issues and help girls get through their personal problems.

Users will be able to learn about health such as nutrition facts and exercise tips. Young women can learn about various exercise routines and health tips from the most knowledgeable experts.

Users will be able to learn about other women rights issues and have the opportunity to join groups and help support other women around the world.

Prototype 3

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Non For Profit Organization

Bloom non for profit organization will focus on joining forces with groups within the fashion and beauty industry to make change. Several companies and organizations such as The Dove Self-Esteem Fund, Nike, The Body Shop, JanSport, NASE, Self Day, Converse, Got Milk Ads, and Sports Girl are fighting for a more socially optimistic level of beauty. This organization has been inspired by these companies and their will to make change. However, this idea needs to be brought to another level by working on multiple levels of media.

This is an important issue because females are literally weighing their selfesteem on the wrong factors. Body image dissatisfaction is one of the most common influences on low self-esteem in young females. The purpose of this organization is to reach out to young girls and empower them with knowledge, understanding, and acceptance of who they are and how they look. Furthermore, this organization will be able to promote self esteem and self awareness in various mediums to achieve a ideal level of communication to the individual.

How it Works American Apparel Target Top shop Jan sport H&M

awareness

Health Experts Psychologists Counselors Other professionals

campaigns

bloom will link all groups together for a campaign to influence self-esteem in teens and young women

-------- ------

The organization will empower young women with confidence while creating awareness for young women

-----------

In order to achieve positive communication regarding personal beauty to women, I have created a non-for profit organization called Bloom. Bloom will link existing entities in the fashion and beauty industry together to promote a healthier outlook on the industry. I found there is not just a single solution for this problem in women. In order for my intervention to make a difference it must penetrate through the individual, parents or family, and society. Therefore, my project will rely on multiple levels of media in the fashion and beauty industry. Bloom will present a request

awid

Commercials Advertisements Fund-raisers

website

------------

(NASE)

------------

bloom will collaborate with organizations in promoting the campaign and creating a web site promoting selfesteem

------

Dove The Body Shop Lâ&#x20AC;?Oreal

Actress Model Singer Influential Role model In industry

organizations

-----

- - -

bloom will present a request for proposal (RFP) to existing fashion/beauty companies to participate in a campaign or create a collection to make a difference in self-esteem issues in young women.

---------

bloom is an organization that promotes self-esteem awareness through multiple levels of media. The mission is to join forces with existing entities within the fashion and beauty industry to promote a positive beauty standard.

fashion Industry

- - - -

bloom

bloom will seek to find influential women within the entertainment, fashion, and beauty industry to promote self esteem

-----

icons

----------

bloomâ&#x20AC;&#x2122;s web site will give users the opportunity to learn about the campaign, seek advice, and given the chance to participate in organizations to make a difference

for proposal (RFP) to existing fashion/ beauty companies, talented influential people, and social groups. This RFP will ask these companies, individuals, and groups to participate in a campaign or to create a collection to raise money to help women suffering from physiological, individual body dissatisfaction. Bloom Non for Profit Organization will initiate change in society and promote a better image for girls to follow. This organization will link all existing companies and organizations together to form a stronger, and more effective solution to improve self esteem. 30

Prototype 4 Fashion Line

The production of bloom products will be made in Asia to help women in need

Bloom and human rights watch work together to help women in Myanmar where they are subjected to human rights violations. Bloom and Human Rights Watch will work to form a foundation were women can have good paying jobs and promote healthy beauty standards to girls in the United States

Bloom fashion (accessories line) will be socially responsible in promoting healthy beauty standards as well as supporting women’s rights. Bloom Accessories will promote self esteem by representing individuality in their fashion concept as well as in their advertising. In addition to this the company will work exclusively with “Human Rights Watch”. The purpose of this is to critically examine the role of fashion in development and of peace programs to address the needs of young women that are surrounded in conflict. Bloom Accessories will go beyond giving charity to women in need but will established from the beginning to be directly linked with social groups in order to create a fashion line that works together not just for women but with the women. The product will consist of various accessories that will donate 25 % of the profits to Human Rights Watch Organization.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Bloom’s corporate office will be located in NYC and will work closely with Human Right Watch to make locate women in need.

The production of the company will be located Myanmar where women are subjected to high amounts of human rights violations. Furthermore, Human Rights Watch is currently working with these women. Bloom presents an opportunity for these women to be provided with good jobs. Bloom believes that if these two groups work together they can make a difference in many women’s lives. Human Rights Watch is a international non-governmental organization that conducts research and advocacy on human rights. Its headquarters are in New York City. The Women’s Rights Division of Human Rights Watch fights against the dehumanization and marginalization of women. They promote women’s equal rights and human dignity (9). Therefore, Bloom Accessories can work with this organization to improve girls self esteem and help women in Myanmar.

Scenario

“ I’m never going to look like that in my prom dress!

I need more support!

This could be something different!

Jessica is a senior at Palm Springs High. After school she is meets her friend to go shopping. However, Jessica is not that excited to shop because she has gone up two sizes up and feels pressured to fit in her old clothes.

Jessica meets up with her friend Sara. When they walk around they are both overwhelmed by advertisements displaying beautiful thin models. Then Jessica spots out an ad that catches her eye. “My back is killing me from this heavy bag”!

“ Try one on! It is so much more comfortable”

“Finally something i don’t have to fit into”!

The girls walk to the store to check it out. They find the bags appealing because they can have backpacks that are fashionable and more comfortable. In addition, they feel comfortable and good about the product.

The girls walk into the store feeling good, and even better once they start to try them on. In the end both girls bought a bag and feel more comfortable and organized in school and in their social life.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Evaluation of Prototypes

“Do not wish to be anything but what you are, and try to be that perfectly.” ~ St. Francis De Sales

Implementing An Intervention

The Individual: Focused on Self Identity and individuality Social Environment: Improving social surroundings

Parents: Increasing communication

BLOOM Community: Forming a support group

Fashion Industry: Creating a more positive image

The Function: Creating an object with personal functionality and symbolism

Experts: National Association for Self Esteem Socially Responsible: Helping Women in various parts of the world

After analyzing four working prototypes of various mediums, I have concluded that the most effective form of intervention will be a combination of all prototype concepts. The most important issues that will be brought into the basis of the company will be 1.) The individual: focusing on promoting self identify and personal individuality. 2.) Involving parents into the scheme and giving them an opportunity to communicate more efficiently with their daughters. 3.) The fashion industry: to initiate positive change in the industry.

4.) Expert Point of view: To link communication between young women and professionals. 5.) Social Responsibility: To be active in underprivileged womenâ&#x20AC;&#x2122;s lives and make a difference. 6.) Function: to create a product that brings personal function and comfort to the individual. 7.) Community: to form a group with all stakeholders to promote self-awareness. and finally, 8.) Social Environment: to improve the social surroundings of young women. These are all factors that will be integrated into the final intervention. 34

The System Map How it Works

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Web Site - - - - - - - - - - - - - - - NASE - - - - - - - - - - - - - - -

(IBM)

---------------

Production - - - - - - - - - - - - - - -

The web site will promote individuality and provide a platform for communication between professionals and young women.

National Association of Self Esteem is an organization that supports individuals through the application of the principals of self-esteem.

Application service provider: IBM manages and delivers application of communication and maintains security online.

Production is in Colombia working with local organization ( WCI) to help women working in low incomes a new job opportunity

The Bloom web site has two important features. 1.) Offers a new alternative to fashion where users can customize and style their own personal bag. 2.) Increase awareness and communication between individual, parents, and society.

NASE will be providing their skills and professionals to communicate to the user online. The aim is to create a web page that every individual has a positive experience and to promote awareness, leadership, and advocacy for healthy self-esteem.

The functional application service provider delivers a single application, providing a particular web-enabled function for the bloom web site. it presents the best-customized -solution, offering specific strategies for networking of costumers.

Womenâ&#x20AC;&#x2122;s campaign International works with local organizations to increase awareness of helping their local women at national and regional levels. Bloom will work with this organization to help the local artisan women with good jobs and more secure lifestyles.

--------------Back Pack- - - - - - - - - - - - - - -Target Group- - - - - - - - - - - - - -Community - - - - - - - - - - - - - -Emotions -

Young women have the opportunity to create, individualize, and increase their self awareness all while purchasing the backpack online. -

The backpack collections are designed to be customized on line. Users can express their individual style and functionality.

The interactive platform on line will create a community where young women can communicate with parents, experts, and other friends.

Young women feel a sense of community and support from the online service and products.

Features: 1.) Comfort 2.) Individualistic 3.) Function 4.) Stylish Benefits: 1.)After customers purchase bag they are members of the bloom community 4.) 15% of the proceedings go to charity

The target group is girls aged 14-24. The aim is to communicate to this group and empower them with self awareness and to critically examine the role of developing individuality. Furthermore, the goal is to increase awareness about false beauty ideals.

The web site Community is a network of NASE, WCI, parents and our members to share their concerns, ideas, and issues to discussion. The point of the community is to link women and provide a useful platform for young women to, increase their self awareness.

After purchasing and browsing the online service, the target audience has had the opportunity to express their creativity by designing a one of a kind bag as well as knowing that their purchase has gone to a good cause, and becoming a valued member of the bloom community.

Intervention The Groups Involved

NASE

- - - - - - - - -

Womenâ&#x20AC;&#x2122;s Campaign International

- - - - - - - - -

REDEFINING FASHION THROUGH SELF ESTEEM

The Fashion Industry

- - - - - - - - -

Web Site

Individual

- - - - - - - - -

bloom

Family

Community

Backpack

Displayed above are all the groups involved in the intervention. These seven elements are crucial to create an intervention that will be effective in the individuals life. By critically examining the situation, I have placed each element

in how it intervenes to the individual. The individual is directly linked with the web site and bloomâ&#x20AC;&#x2122;s (backpack) product. The secondary relationships are forming a community with National Association of Self Esteem, to promote self awareness

NASE Womenâ&#x20AC;&#x2122;s Campaign International

- - - - - - - - -

The Fashion Industry

- - - - - - - - -

Web Site

- - - - - - - - -

Individual

Family

Community

Backpack

The areas highlighted in pink show how the web site is directly linked with the backpack, National Association for Self Esteem, and the individual. These are the fist elements that the individual is involved with by simply logging onto the

the web site. The secondary relations takes place in the production or overall concept of the company. These areas are highlighted in grey. They include the after effects that happen after the individual has created the backpack. 38

Symbolism of The Handbag

The symbolism of the handbag is extremely valued by women. Not only are most important items stored in it, but the bag also represents individual style. It is the only accessory that is both useful and beautiful, an item that commands attention and has no expiration date. (10) The choice of a handbag reflects the taste, image and status of the carrier and merges its style with utility. It gives the woman the possibility to store all of her important items while expressing her personal fashion statement. The purse also represents a symbol of status. In other words, the handbag has become not only the most important accessory of a women, defining her style and taste but became a luxury item that in some how represents a certain social background. Furthermore we are living in a society that is becoming more and more materialized, shaped and constituted by luxury items and status

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Why A Womanâ&#x20AC;&#x2122;s Bag is Important

symbols. In other words, people categorise different persons through their wardrobe and accessories. Therefore, a woman that wears a Balenciaga bag for instance, is automatically considered to be wealthy and fashionable. On the other hand a woman that wears a no name bag is categorized into a lower social setting considered to have no style. This expresses how certain criteriaâ&#x20AC;&#x2122;s and guidelines are imposed by our super modern society, defining a universal and materialized perception of fashion. The bloom backpack will help lessen this problem. Women can design their bags from chic to moderate and can look stylish at any price. In addition the bag will be fashionable and show personal style. Thus the bag will not be covered in labels but rather with ones careful consideration and creativity to create a product that is completely unique and original.

Corbis.com

The Backpack Product Synopsis

Individuality

Personal Style

The bloom backpack offers several different features. One of the most important aspects of the backpack is that the interior will be customized to fit the individual’s personal needs. The next aspect is functionality. The backpack offers young women a new alternative to carry her things and distribute the weight evenly across the back, thus avoiding back and shoulder pains from carrying a heavy purse. The bag is also designed to have the straps of the bag clip off so it is a reversible item that can be used for the day and the night. In addition, the backpack will reveal one’s self identity

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Customization

Functionality

Interior vs Exterior

Self Identity

through the customizing, meaning that each bag created is an original piece, there is no one alike the other. Another important character of the bag is the interior versus the exterior. The exterior will represent fashion and style while the inside is created specifically for the individual to keep their most prized possessions in order. This notion is based on personal function and helping one stay organized. With that said each bag represents personal style and individuality. The bloom backpack brings a new concept to the woman’s bag, while giving her the ideal fashion, style, and function.

Furthermore, the bag offers a differentiation in aesthetic. As other backpacks such as JansSport, Northface, or even American Apparel backpacks offer the functionality, they do not represent this on a personal basis. In Addition, existing backpacks to not offer a fashion, or luxurious based bag. The bloom backpack reaches a unique concept on fashion and function. This idea brings a new urban sophistication through clever and fashion forward design. These edgy themes are also what forms the bloom backpack aesthetic and attract a unique, yet powerful customer of young women.

The interior of the bag is the most important aspect because this is where the individual is able to express what their personal style and needs are. The interior is designed for the person to add different sized and shaped pockets as well as choosing the inside material. This to create a bag that gives the individual the best functionality and what they need in order to achieve practicality. Customizing of the interior of bags is a revolutionary concept that may change the way people see their bags. With that said, bloom will continue to produce bags for the individual. 42

The Function Customizing The Interior

Sara uses her bag everyday to carry her wallet phone and other important items she uses throughout the day. However, she normally did not have space to fit her ballet shoes and diary. Sara has customized her backpack to have specific pockets to keep her most prized possessions with her at all times. She can now fit everything she needs in it.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Sara Jones

Lilly Michelle

Lily is always commuting to school with many heavy items in her bag. She has to carry her musical equipment and her flute back and forth everyday. Lily often has shoulder aches from the weight. She now owns her own custom backpack that she can place all her equipment and feels much more comfortable walking from home to school.

Angela Sanders

Anelise Lady

Everyday after school Angela goes to a painting class. Normally her older sister would pick her up and drive her home to get all her materials. However, she does not have that option how that her sister left for college. So Angela customized her backpack to fit all her school supplies and art material so she can go to her class directly after school.

Annelise is always on the move, she goes to school, to volleyball practise and then goes to the library to study. She needs a bag where she can fit her school stuff, her sports gear and her computer. She never liked to carry purses because she always rides her bike. The backpack allows her to ride the bike comfortably and fit all her things in it.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

The Web Site

The best and most beautiful things in the world cannot be seen or even touched - they must be felt with the heart. ~Hellen Keller ~

The Home Page

He alt h

About Bloom My Account

Registrar

NASE

WCI

Shopping Cart CUSTOMIZE MY BAG

Beyond Fashion

Beyond Fashion Create your own backpack and

ity

The best and most beautiful things in the world cannot be seen they must be felt with the inside.

bloom

REDEFINING FASHION WITH SELF ESTEEM

vi Ad

ar Aw

make it yours with theand ultimate Create your own backpack style, function, and individuality make it yours with the ultimate style, function, and individuality

The web site will be blooms major source of communicating to the individual. The site not only allows members to customize their bag and have it send directly to their home, but also offers other important features. These features include being able to log in and read

articles of interest or communicating with friends, experts, parents, and even other members. This online fashion concept will bring the individual self awareness and support while initializing change within the fashion industry to promote a healthy beauty standard for women. 46

The Web Site Customizing The Bag

About Bloom

My Account

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

The Exterior Step One

bloom

Silver Sequence $250

About Bloom

My Account

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

The The Interior Interior Step Two

Pockets

Prints

REDEFINING FASHION WITH SELF ESTEEM

Solid

The next step is to design the inside of the bag. Once the outside material is chosen a page shows up with 8 different types of material that go with that specific bag. The user can choose what type of material they would like to use as well as creating custom pockets in the inside of the bag to fit their personal needs.

Pockets

bloom

----------------

-----------

----------------

Grey Snakeskin $200 2 pockets $35

About Bloom

My Account

Registrar

NASE

IWTC

Shopping Cart

Your Creation

CUSTOMIZE MY BAG Buy

Step Three

REDEFINING FASHION WITH SELF ESTEEM

Sign your bag

bloom

Pockets

-----------

REDEFINING FASHION THROUGH SELF ESTEEM

REDEFINING FASHION WITH SELF ESTEEM

Material

When the user clicks on customize my bag, they are brought to this page. The first step is to design the exterior of the bag. The customer is given options from very high quality materials to more affordable prices. Once the user has decided what type of material they want they can add extra pockets or accessories the outside.

Congratulations! You have made a difference helping women around the world and your bag is a one of a kind! This backpack will be designed specifically for your needs and represents your personal style, function, and individuality. Furthermore, by purchasing this bag you have become a member of the National Association of Self Esteem and International Womenâ&#x20AC;&#x2122;s Community working to empower women and support womenâ&#x20AC;&#x2122;s rights in underdeveloped countries. This bag is handmade made with the finest quality fabrics and design quality. Furthermore, a donation of the profits will go to helping these organizations. Log into your account and learn about the bloom community and find out how you can participate.

$ 485

Once the customer has designed their bag, the order is sent in to be made and delivered to their home within a week, In addition, the customer will sign their name on the label to have their inscription inside the bag. Thus the bag is not covered with any label, but rather initials of the customer as they designed the bag.

Forming a community

He alt h

About Bloom About Bloom Search

My Account Registar My Account Registrar NASE IWTC Shopping Cart Co

NASE Search

IWTC Shopping Cart

CUSTOMIZE BAG CUSTOMIZE MYMY BAG

ity

e vic Ad

About Bloom

REDEFINING FASHION WITH SELF ESTEEM

a Aw

Bloom is a unique fashion line that is devoted to promoting a more positive outlook on fashion, beauty, and individuality. In addition, bloom is a socially responsible fashion company that advocates for women’s rights and self-esteem issues. Bloom works exclusively with National Association for Self Esteem and I Women’s Community International to work towards creating a better emotional and working life condition for women around the world. The Beyond Fashion Backpack Collection is designed to be customized and fit your own personal needs and style to make you feel comfortable, confident, and stylish. Bloom strongly promotes personal beauty and individuality.

bloom bloom

The Bloom Web Site offers a interactive platform for girls to form a community with NASE and WCI experts, parents, and other iconic women around the world. This web site is designed for women to express their individuality and self esteem while being able to communicate with experts, adults, or friends about their biggest concerns. Furthermore bloom is dedicated towards being sensitive to women’s physical and emotional rights while promoting women to grow, learn, and bloom as individual free spirits.

alt

About Bloom

My Account Co

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

ity

vic

e en

a Aw

REDEFINING FASHION WITH SELF ESTEEM

My Account Name: Sara Jones Age: 18 Location: New York City E-mail: saraj@hotmail.com

“My bloom backpack is my favorite because it keeps my life organized and allows me to carry my instrument to school. I don’t know what I would do without it”. About Sara: I just moved to New York to study music at Julliard. Music is my passion and I want to become a professional flute player. I use my bloom backpack because it allows me to move around in the city and carry my most important possessions while keeping them organized and secure. The things I keep most in my bag is my dairy, monthly planner, cell phone, wallet and my flute. These are the items that are most important and represent who I am.

bloom alt h He

My Account Co

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

vic

REDEFINING FASHION WITH SELF ESTEEM

This link displays the customer’s personal page. The individual is free to post what information they would like about themselves. Bloom will send updates about the product as well as any additional features that might be added. Furthermore, they can now connect with any member in the bloom community.

I am a regular member with bloom’s web page because it has helped me connect with people in new York since I just moved here. It is also a very important site for me because whenever I am feeling frustrated or concerned about an issue there is always help here. I think that networking with women on this web site has helped me be a more confident person and helped me start my new life in New York.

About Bloom

bloom

ity

a Aw

s ne

Community The web site Community is a network of NASE, IWTC, bloom, mothers, and our members to share their concerns, ideas, and issues to the table. The point of the bloom community is to link women from all different backgrounds and provide a useful platform for young women to communicate, participate, and increase their self awareness. The purpose is to empower women with support, education, and work together to help individual needs or concerns that might not be found elsewhere. Furthermore members can keep in touch with the other friends, experts, and role models on the community. Friends Parents National Association For Self Esteem Women’s Campaign International

The point of the bloom community is to link women from all different backgrounds and provide a useful platform for young women to communicate, participate, and increase their self awareness. The purpose is to empower women with support, education, and work together to help individual needs or concerns that might not be found elsewhere.

The Web Site Promoting Self Esteem

About Bloom

My Account Co

alt

Registrar

NASE

IWTC

CUSTOMIZE MY BAG

Shopping Cart

ity

vic Ad

s ne

a Aw

bloom

About Bloom

My Account

alt

Registrar

NASE

IWTC

CUSTOMIZE MY BAG

Shopping Cart

ity

s ne

vic

a Aw

REDEFINING FASHION WITH SELF ESTEEM

Wellness The bloom web site offers communication and awareness on wellness and health issues. This is supported by the NASE organization to work towards improving self-esteem.

bloom

This page offers young women articles and communication concerning topics such as health, diet, and exorcise programs that are from an experts point of view. Girls are constantly being bombarded with new fad diets or see extremely thin models in advertisement that is giving young women the wrong health ideals. What bloom offers young women is on the contrary to this. Girls can say goodbye to fad diets and exercise fallacies but will learn a holistic approach to take care of the mind, body, and soul. There will be several articles that talk about alternative ways to exercise such as Yoga to dancing or How to take care of your skin to what is the best diet for you. The purpose of this is to educate young women on what are real health standards and how to take care of their bodies. Furthermore, users can learn from the various articles and studies posted on this page, if you have a question you can actually contact them and get personal feedback.

He alt

About Bloom

My Account Co

Registrar

NASE

IWTC

CUSTOMIZE MY BAG

Shopping Cart

ity

a Aw

s ne

REDEFINING FASHION WITH SELF ESTEEM

Advice

bloom

This page offers communication and awareness on wellness and health issues. This is supported by the NASE organization to work towards improving self-esteem. It offers young women articles and communication concerning topics such as health, diet, and exorcise programs that are from an experts point of view.

Contact a Nutritionist Contact a Fitness Trainer Contact an Expert

vic Ad

bloom

NASE consists professional members that are experts in psychology, nutrition, speaking, writers, business people, educators and trainers who are committed to the development of personal worth, responsibility and integrity in families, schools and the workplace. NASE is committed to integrating self-esteem into the fabric of American society, so that the development of personal worth, responsibility, and integrity become paramount and commonplace in families, schools, the workplace, and the government. National Association for Self Esteem is an important aspect of the bloom web site. Bloom works together with this organization to create a web site that fully integrates self-esteem and communicates to young women. NASE will provides their skills and professionals to communicate to the user. The aim is to create a web page that every individual has a positive experience and to mote awareness, leadership, and advocacy for improving the human condition through the enhancement of healthy self-esteem.

REDEFINING FASHION THROUGH SELF ESTEEM

REDEFINING FASHION WITH SELF ESTEEM

About NASE NASEâ&#x20AC;&#x2122;s mission is to improve quality of life by creating, facilitating, and supporting a positive change in individuals and their communities through the application of the principles of self-esteem.

NASE consists of professional members that are experts in psychology, nutrition, speaking, writers, educators and trainers who are committed to the development of personal worth, responsibility and integrity in families, schools and the workplace. NASE is committed to integrating self-esteem into the fabric of American society.

The bloom web site offers communication and awareness on advice concerning any issue. This is supported by the NASE organization to work towards improving self-esteem. This page offers young women the opportunity to communicate with professional counselors, psychologist, parent, or even friend. Users can send anonymous questions for advice or can choose to develop a relationship with our experts. The purpose of this page is to give young women support on any issue they may be concerned with as well as letting our community know that we are here for them. The aim of this is to help young women that are battling with issues and do not have current help. This is an feature of our web site that is completely free and professional. Furthermore, users can learn from the various experts and can actually have Professional help without paying for it. Contact a Counselor Contact a Psychologist Contact an Expert

This link gives young women the opportunity to communicate with professional counselors, psychologist, parent, or friends. Users can send anonymous questions for advice or can choose to develop a relationship with our experts. The purpose of this page is to give young women support letting our community know that we are here for them.

Awareness

He alt h

About Bloom

My Account Co

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

ity

v Ad

a Aw

About WGI REDEFINING FASHION WITH SELF ESTEEM

Women’s Group International is an international non-governmental organization that provides communication, information, education, and organizing support services to bloom and other women’s organizations. Bloom and WGI are working to improve the lives of women, particularly in underdeveloped countries with women working in lowincome or suffer from human rights abuse.

bloom

WGI works with bloom in the production process of the Beyond Fashion Backpack Line. With these two organizations working together we are providing great jobs for the local women in Colombia. These women are provided with good wages and health benefits to better these women’s lives. Bloom and IWTC work to increase the participation of low-income rural Colombian women in all aspects of the development process, particularly in the economic arena. The goal is to strengthen the institutional capabilities of women and work as advocates of change.

My Account Co

alt

About Bloom

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

ity

vic

a Aw

REDEFINING FASHION WITH SELF ESTEEM

Awareness Bloom supports all organizations that are striving to make a difference and act as a catalyst for expanding the definition and discussion of beauty. The Dove campaign is aiming to make women feel beautiful everyday by expanding stereotypical views of beauty. They use real women, not professional models of different ages, shapes, and sizes to provoke discussion and debate about today’s typecast beauty images. They are challenging the notion of Beauty and helping women recognize problems in today’s stereotype of women. This is a statement all about making women feel good. They show the evolution of advertising and proves how distorted our perception of beauty is in our world.

bloom

www.dove.com

alt

About Bloom

My Account Co

Registrar

NASE

IWTC

Shopping Cart

CUSTOMIZE MY BAG

ity

vic

a Aw

bloom

REDEFINING FASHION WITH SELF ESTEEM

Awareness Bloom supports all organizations that are striving to make a difference and act as a catalyst for expanding the definition and discussion of beauty. Nike’s new ad campaign is titled, “Big Butts, Thunder Thighs, and Tomboy Knees”. This campaign was followed by the Dove ad focusing on real women. Nike is targeting to have a more honest conversation with their customers. Nike’s aim at doing this is to make women feel more comfortable in their brand opposed to Adidas and Reebok. The marketers based their advertising on researching the way women felt about today’s typical perception. They practiced several studies on what parts of the body did most women feel insecure about. The results stated that most women felt insecure about their weight, butt, thighs, and legs. www.nike.com

Bloom supports all organizations that are striving to make a difference and act as a catalyst for expanding the definition and discussion of beauty. Bloom will have links to this groups on the web site to display their active campaigns as well as to give a brief overview of how the company or organization is making change. These companies will consist of Nike, The Body Shop, Dove, and other organizations.

Nike’s new ad campaign is titled, “Big Butts, Thunder Thighs, and Tomboy Knees”. This campaign was followed by the Dove ad focusing on real women. The marketers based their advertising on researching the way women felt about today’s typical perception. They practiced several studies on what parts of the body did most women feel insecure about. The results stated that most women felt insecure about their weight, butt, thighs, and legs.

REDEFINING FASHION THROUGH SELF ESTEEM

bloom Beyond Fashion

Part III

National Association for Self Esteem

National Association for Self Esteem will be an important aspect of the bloom web page. Bloom will be working together with this organization to create a web site that fully integrates self-esteem and communicates to young women and parents. NASE will be providing their skills and professionals to communicate to the user online. The aim is to create a web page that every individual has a positive experience and to promote awareness, leadership, and advocacy for improving the human condition through the enhancement of healthy self-esteem. NASE consists professional members that are experts in psychology, nutrition, speaking, writers, business people,

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

How The Groups Work Together

educators and trainers who are committed to the development of personal worth, responsibility and integrity in families, schools and the workplace. NASEâ&#x20AC;&#x2122;s mission, which is to improve quality of life by creating, facilitating, and supporting a positive change in individuals and their communities through the application of the principles of self-esteem (11). They are committed to integrating self-esteem into the fabric of society, so that the development of personal worth, responsibility, and integrity become paramount and commonplace in families, schools, the workplace, and the government. This group will play a strong role in interaction with bloom online members.

National Association of Self Esteem

NASE promotes self esteem issues for people of all ages , however the group recognizes that this is an issue that is mainly dominated by young women and that self-esteem issues are most prominent in young girls. Therefore, it would be a unique opportunity for NASE to work with bloom. Bloom will help the organization with exposure as well as targeting a new audience with the individualistic fashion concept. NASE will be able to reach out to their audience in a different way that they could not before. The group will have the opportunity to bring their professional skills to the table. Therefore this is an alternative option for NASE to communicate more directly.

NASE and bloom will form a unique partnership in order to maintain a relationship with the customers. It is important to consider that both groups will be highly benefited from this partnership. Bloom will have a entire social group that helps communicate to young women under their brand. This gives bloom a competitive advantage and differentiation over other current fashion lines. NASE on the other hand will benefit in two ways, first they will receive a donation from the profits of the bags and they will be able to get an increasable amount of positive exposure to society. Furthermore, they will be able to communicate to a new audience while expanding the organization. 52

Women’s Group International

Women’s Campaign International

Women’s Group International is an international non-governmental organization that provides communication, information, education, and organizing support services to bloom and other women’s organizations. This community works to improve the lives of women, particularly in underdeveloped countries with women working in low-income or suffer from human rights abuse. Women’s Group

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

How Groups Work Together

International is interested in reaching individuals and organizations working in low-income communities. WGI works with bloom in the production process of the Beyond Fashion Backpack Line. The group is currently involved in many projects in Colombia and will work with bloom by helping recruit these talented women and provide them with jobs at bloom. These women will be provided with good

New York City Bogota

jobs and other benefits. WCI will also provide the facility to manufacture the bags. Therefore, bloom will give the organization a donation of the profits every year. Bloom and WCI work to increase the participation of low-income rural Colombian women in all aspects of the development process, particularly in the economic arena. The goal is to strengthen the institutional capabilities of women and work as advocates of change. Colombia has been plagued by pervasive political violence since its founding as a republic in 1819 (12). Over a million women have been displaced in recent years, losing their land, their property, their homes and communities due to the conflict. While some progress has been made, there are still many issues that women are battling with.

Women in Colombia are both forcibly and voluntarily recruited into armed groups as combatants and sexual or domestic servants. In addition, many women, most notably the rural poor, indigenous women and women of African descent, account for the majority of victims internally displaced by Colombiaâ&#x20AC;&#x2122;s conflict. (12) These indigenes women are skilled hand craft women with incredible talent. Bloom would like to give these woman an opportunity to get out of their devastating circumstance and live in better conditions. The women would hand make these bags and participate in the bloom community. Therefore bloom will work with this organization to make a difference in these womenâ&#x20AC;&#x2122;s lives by providing them with great jobs and give them an opportunity to express their talent, 54

Application Service Provider

The bloom web site includes an interactive application. Therefore, a group will need to be established through service to support the site. The application service provider (ASP), which is known to be an organization that “manages and delivers application capabilities to multiple entities from a data center across a wide area network (WAN)” (13). It is a business that offers computer-based services to customers over a network. Bloom will pay a fixed monthly fee in order to have this service. I choice this model because it is the best and most efficient way to implement my intervention into the bloom community web page. This option will provide the best alternative to function

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

IBM

the site. Furthermore it provides an easy solution for growing complexity of software and software updates due to the fast and ever evolving technology. The advantages of using an ASP are that software integration problems are removed from the client’s site and the key software systems are managed and updated for performance by experts. In addition it is an important aspect that my web page has a strong online security. As my business will require customers to purchase their bags with credit cards, there must be strong form of security and confidentiality. The application service provider also brings other benefits such as reducing the internal IT costs to a fixed fee.

How it Works Application Service Provider creates and maintains the online chat invitation between groups

Web Hosting Organization

w.b l

Operator

Online Chat Invitation

After researching the best and largest web hosting organizations, I have decided to work with IBM for my intervention. I chose to work with this specific company because it presents the best-customized solution, offering specific On Demand strategies for networking of customers. (13) In order to create application service provider IBM must be be contacted. These companies are the ones offering services such as ASP models. They provide a firm with the ASP model that best suits the business idea. These organizations offer hardware, software, bandwidth and people to host Web sites for companies and individuals.(13) The ASP offers several different business models. I will

Online members

will work with the subscription business model. This business model refers to the costumer paying a specific subscription price in order to have access to the given service. Rather than selling products independently, the subscription sells periodically, meaning monthly seasonal or yearly, use or access. Generally speaking the renewal of a subscription may be activated automatically, so that the cost of a new period is repeatedly paid through a pre-authorized charge to a credit card or a checking account. In the case of Web sites, often certain contents can be accessed for free, but in order to use the premium features, users need to subscribe therefore subscription model will be most sufficient. 56

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

The Business Plan

“For every beauty there is an eye somewhere to see it. For every truth there is a ear somewhere to hear it. For every love that there is there is a heart somewhere to receive it” -Ivan Panin

Beyond

Style 58

The Business Plan Product Analysis

I am positioning the bloom backpack line as a high-end brand, offering the highest quality products to more moderately priced materials. I will have three different collections that are in three different price ranges. The first is “The Chic Bag which is made with the highest quality animal prints and leathers. The price range of this bag is $500-450. The next model is the “Glamour Bag” this bag is made with high quality leather in various colors. This product ranges from $450-350. The third model is the most economical but is still very fashionable, this model “The Hipster Bag” which is made out of various materials such as cotton, canvas, sequence, and pleather. This model is priced at $250-150. Thus the different models make the product affordable for

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

--------

anyone. Furthermore, all products will feature the chic, trendy aesthetic look and functionality in style, to give the wearer a strong sense of identity and confidence. My mission is to create a line of backpacks that is more affordable than luxury brands, but has the same quality and value to the customer. I see a great opportunity in launching a line to meet the needs of young women that want to be stylish yet comfortable. I believe that this line will be a success because it is different and edgy. The line will be based on product quality and innovative styles for young women. The characteristics of bloom is to be very modish and fashion forward design backpacks. The collection will represent urban everyday style along with functionality. The collections

--------

are designed from a wide range of inspirations. For instance, this bag has been designed for the versatile girl. The backpack straps clip off so it can be used as a backpack for school or other practical purposes and at night it can become a trendy handbag. This eliminates the need to buy a day and night bag, because it serves multiple purposes. The backpack on the right has been designed for the girl that likes to carry her computer with her. Inside the interior of the backpack, there is a special protected computer pocket. The product will be introduced and marketed in the United States, however because it is an online business customers can purchase the product in any location with an additional shipping fee. The bloom backpack line is positioned and

focused on product quality leadership, and innovation. The teen and young women market are not only high in number with great purchasing power; they are also likely to remain loyal, lifelong Bloom wearers. The bloom backpack products emphasize quality materials and innovative translations of trends. With that said, bloom backpacks will be the first fashionable custom backpacks to be introduced on the market. The product will represents women in a positive way and will carry a special symbolism that luxury bags just canâ&#x20AC;&#x2122;t achieve. This back represents something that is valued to the individual with the most important personal function and aesthetic. Furthermore, it is modish, functional, and priced moderate to high. 60

bloom REDEFINING FASHION THROUGH SELF ESTEEM

The Business Plan

Product Analysis

The Business Plan

The market today for teenage girls and young women proves to be one of constant growth and great potential today and in the future. During the years between 14 and 18 years of age are elemental to the development of personal identity, which is then expressed through fashion. The young teen is also unique in the sense that while they are the wearers who utilize Bloom products, they are not always the buyer of it. The purchaser is their parent for younger teens. This calls for backpacks that are playful yet stylish and give the teen wearer a strong sense of identity. The bloom â&#x20AC;&#x153;Beyond Fashion Lineâ&#x20AC;? will represent many positive aspects therefore it makes the products more appealing to parents. Bloom will also prove to be of premium quality and durability as well as promoting a good cause. In the end the decision to buy our products is put in the hands of the parents.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Consumer Overview

The backpacks designed for young women between the ages of 19-24 is targeted a bit differently. This group is more likely to want to purchase a more luxurious designer bag. However, bloom offers a differentiation in this providing girls with backpacks made from the same quality of designer purses yet they are not covered in labels but rather the careful consideration of the individual. This is why bloom has created three different models in order to suit each age groups needs and give them the best quality product possible. This age group is more likely to have the purchasing power. Bloom is utilizing their strong social responsibility and quality to ensure the older age group that they are getting something unique and special. This group of young women are have an urban, metropolitan upbringing and are up to date on fashion and technology.

S.W.O.T Analysis

Strengths: • Strong image and high brand value in customer • Positive brand image. • Merchandise is up to date on fashion trends. • Strong brand loyalty. • High quality of product. • Online shopping. • Socially responsible

Opportunities: • Additional branches into existing bloom products. • Addition of new products (other accessories) • Advertising access to different forms of media such as television, radio, billboards, and direct mail offers. • More promotion strategies to attract new customers such as discounts

Weakness: • Fashion forwardness is too outlandish for some customers to be willing to purchase products. • Web site difficult to navigate. • Advertising is not sufficient to expand customer base

Threats: • Shift in customers’ needs and tastes. The fashion market is always evolving, there is the risk that we could miscalculate the popular trend of any given season. • Increase in competition. • Changes in demographics and economic situation may result in less capitol to use on advertising expenditure for promotion campaigns.

Listed above is the SWOT Analysis for bloom. This is a strategic planning method used to evaluate the Strengths, Weaknesses, Opportunities, and Threats involved in my project and my business venture. The analysis above involves specifying the objective of the business venture and identifying the internal and external factors that are favorable and unfavorable to achieving that objective.

I have determined that the largest threats to the company could be an increase in competition along with shifts in customers needs. One of the biggest strengths for bloom is that it will develop a strong brand image and high value to the customer. Furthermore, the company has many opportunities to grow in the future and expand the product base and the online bloom community. 64

The Business Plan

American Apparel There are four potential competitors for bloom. The first is American Apparel. They are the largest clothing manufacturer in the United States. It is bestknown for making basic cotton knitwear such as t-shirts and underwear, but in recent months it has expanded to include backpacks. The company is known for a number of progressive policies including promoting immigrant rights and labor policies the company dubs “sweatshop free.” The sexually charged advertising has been criticized, but has also been lauded for honesty and lack of airbrushing. American Apparel images often display subjects with their blemishes, imperfections and asymmetrical features highlighted and attached with brief, personal descriptions (14).

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Competitive Landscape

JanSport The second competitor is JanSport. They are a brand of backpacks owned by VF corporation, one of the world’s largest apparel companies. JanSport is the world’s largest backpack maker, and together, JanSport and The North Face sell nearly half of all backpacks sold in the United States (15). JanSport is known for its lifetime warranty on its products, as well as its long history of innovations in backpack design. The JanSport brand is especially popular among students. Although JanSport is a popular brand, they do not have the same aesthetics as the bloom backpacks. In addition the bloom backpack will be more fashion forward than JansSport backpacks. However, bloom must consider this company to be a major competitor because the are the largest backpack company in the United States.

Prada Prada, S.p.A. is an Italian fashion label specializing in luxury goods for men and women (ready-to-wear, leather accessories, shoes, and luggage and hats), founded by Mario Prada. Prada is considered one of the most influential clothing designers in the fashion industry (16). First opened as a leather goods shop in Milan in 1913, the Prada label was taken in by designer Miuccia Prada in 1989 and transformed into the luxury goods, fashion house recognized today. The label is synonymous with opulence and quality, and is widely regarded as a status symbol. They first release their backpack and tote bag collections in 1979. However the Prada backpack is not the most popular product compared to their shoes, clothing, and hand bags. Prada poses a competition to bloom for their high brand image and name.

Gucci Gucci, is an iconic Italian fashion and leather goods label. The House of Gucci was founded in 1921 by Guccio Gucci. Gucci is considered one of the most famous, prestigious, and easily recognizable fashion brands in the world, it is also the biggestselling Italian brand in the world (17). In the last few years Gucci has begun to create fashionable luxury backpacks. They have been a popular form of accessory for Gucci, but still remains only a small part of the company compared to their famous handbag designs or clothing. However, this poses competition for bloom, as the Chic bag will have high fabrics and designs that are very similar in quality. However, bloom will be a cheaper alternative to the Gucci backpack. In addition Gucci backpacks are not created to be customized nor do they incorporate the individual. 66

The Business Plan

Bloom will work with Cece Feinberg Public Relations company to expose the product. Cece Feinberg PR company is a full-service boutique firm specializing in luxury lifestyle, entertainment and fashion public relations (19). I chose this particular company because it is important that bloom gets into the spot light through public relations. For the first year, bloom will host their opening event of launching the bloom web site and product line. The event will be held June 25, 2008. This event will not only celebrate the opening of the company but also to bring impor

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Public Relations

tant and influential people to represent bloom. These people will consist of important women that are celebrities, musicians, writers, and other creative people that can help promote self-awareness. The event will show the three prototypes that have been created, The Chic bag, The Glamour, Bag, and the Hipster Bag. These bags will be set up in show cases with a screen in the background showing how you can customize your bag. During the event invites can explore how to customize their bag and more importantly will be first people along with NASE, and

Fame Acessories Trade Show

WCI to be n the bloom community. This will work as a catalyst for young women to start getting interested in the community. Furthermore, Bloom will invite other companies that are working to create a difference in womenâ&#x20AC;&#x2122;s life. These companies will consist of Dove, Nike, The Body Shop, NASE, and IWC. Bloom will develop strong relations with these companies. Furthermore the bloom web siteâ&#x20AC;&#x2122;s link on awareness will have exposure of these brandâ&#x20AC;&#x2122;s campaigns for beauty. This will be a important event for the company to create basic brand awareness and

to have the guests be the first people to promote the brand. Bloom will also attend a trade show in August from the 2-4. This will be an opportunity for bloom to show the product with other top designers for accessories. I have chosen to participate in this trade show in New York City because it is a more economic way for bloom to get exposure with other top of the line accessory designers. Furthermore, this trade show will help the company become established in the accessories market. Bloom will join the Fame Accessories Trade show annually. 68

The Business Plan

bloomâ&#x20AC;&#x2122;s marketing strategy will consist of an analytical research on demographics. The company will focus on the young woman and teenâ&#x20AC;&#x2122;s social world, how they relate to their families and friends and what they think about their life at school or work. The marketing team will analyze how young women spend their time, including media usage, computer use and their online habits. Research shows that young women and teens use a high amount of media in magazines, music read or use a computer while watching TV (21). Surveys also reveal that young women are growing increasingly skeptical of traditional marketing approaches. Thus bloom must continue to search for innovative ways to capture the attention of young women, which control nearly

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Marketing

$40 billion in purchasing power of their own influence and tens of billions more in family buying decisions (21). Bloom has tapped into research that shows that young women and teens are use technology to stay in touch and how marketers are benefiting. We need to understand the current demographic profile of young teens from around the world. Contributing to that understanding will be a complete analysis of data from sources and in-depth examinations of the economic and social trends that influence the consumer behaviors of this large and influential segment of the population. The young woman today is more logical in his or her thinking, and more motivated to think about what is right or wrong and what is on or out of style.

Advertising

The next important form of exposure for the company is to network online. Bloom will work to set links on other community form web sites. The advertising and promotion for the line will include word-ofmouth, online (web links on face book, fashion bloges, Dove self Esteem Fund, NASE, WGI, and other groups that are related to on line social networking. Bloom will also hand out flyers and send out information about the company and it’s products through e-mail. The PR and media campaign will include individual women idols that represent the collections season with a theme “Redefining Fashion Through Self-Esteem.” In addition, with bloom’s development of a new fashion concept it is predicted to expand fairly rapidly through time. Therefore,

bloom will plan on expanding the advertising and marketing plan with time. The company will plan on using other forms of media such as advertising in Teen Vogue and Vogue magazines every season. Bloom will also plan on using a strong campaign that be in New York City. The advertising will be on billboards, in the metro, and in bus stops. The campaign will promote the company’s theme of “Redefining Fashion Through Self Esteem.” Furthermore, bloom will use women that are creative and influential to represent the brand name. With that said, through time bloom will plan on expanding their advertising and marketing teams in order to have innovative and fashion forward campaigning every season to give young women a fresh inspiration. 70

Financial Analysis

There will $11,887 of start-up costs required to establish the basic foundation of The bloom Company. Per Exhibit A, the start-up costs will allow bloom the labor and materials to produce three working prototypes. In addition, the start-up will be used to obtain certain short-term and long-term assets. For example, bloom will construct an interactive web site and purchase two sewing machines. To launch the product, bloom will contract with a public relations company called Cece Feinburg Public Relations to help promote the company through various events and marketing strategies. The bloom Company will also pursue a trade show called Fame. Lastly, start-up will include general requirements in the amount of $4,000 to cover unanticipated overhead costs and unprofitable periods. The $11,887 of start-up capital will come from two different sources:

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Start Up Expenses

First source is Womensâ&#x20AC;&#x2122; Group International (WGI) and second are private investors. The bloom Company has reached an agreement with WGI in which they will provide $2,000 of grant funds up-front and free space to manufacture the product in return for 1% of sales per year. In addition, bloom will provide new jobs and a healthy, proactive working environment for underprivileged, female artisans in the Bogota, Colombia area. The additional $10,000 will come from private investors in the form of a three-year loan along with a nominal interest rate (8% fixed for example). This will allow bloom to cover the start-up period expenses and permit enough time to pay off the note. However, The bloom Company plans to have the loan paid off within the second year of operations. The start-up costs will allow bloom to move production into a profiting period.

Building Space in Bogota, Colombia provided by WGI

Equipment Sewing Machines (2)

$500

Website Creation Labor Domain Name Web Host Application Service Provider (IBM)

$250 $10 $30 $60

Startup Promotion PR Company (Cece Feinburg Public Relations) Trade Show (Fame)

$2,000 $500

Prototype 1 (Chic Bag) Labor Material

$40 2 Yards ($350)

$409

$40 2 Yards ($200)

$249

$40 2 yards ($100)

$139

Prototype 2 (Glamour Bag) Labor Material

Prototype 3 (Hipster Bag) Labor Material

General Requirement/Overhead

$4,000

Total Startup

$11,887

Financial Analysis Operating Expenses

Rent Space provided by WGI

Salaries/Wages Administration (Executive Designer) Design (Local Fashion Designer) -3 months of service

$1,500 $1,200

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Website Labor Web Host Application Service Provider (IBM) Miscellaneous

$50 $30 $5 $35

Office Expenses

$50

Professional Fees

$100

Legal/Accounting

Travel/Entertainment

$400

Advertising/Marketing

$550

Weblinks/Flyers/Tade Shows

Interest

$75

$10,000, 8% Note

Utilities (Electric/Water/Gas/Trash)

$20

Electricity/Water/Gas/Trash

Total Monthly Expenses

$4,015

Sales Projections

Exhibit B shows the sales projections for the first year of operations. As bloom is in its early stages of growth, production will start at a total of 9 units. However, due to the nature of the product and its market, bloom believes sales will grow at a rate of 15% a month grossing 169 units throughout the first year. Based on research of the market and related industries, bloom believes this is a confident

forecast of first year sales. As a result of increased marketing and advertising techniques in year two, sales will continue to grow but at a slower rate (see Exhibit C). The overall sales will climb from 261 in year one to 700 in year two, resulting in a 268% increase. Although a 268% increase in sales looks aggressive, bloom feels the product will enter new markets in additional countries. 74

Financial Analysis

The monthly costs per Exhibit D total $4,015. As many of these costs are strictly fixed, others will fluctuate based on the amount of production each month. The Executive Designer will be allowed a $1,500/month salary during bloomâ&#x20AC;&#x2122;s first year. Operations will also include a local Colombian fashion designer to assist with the construction of the prototypes as well as the first three months of production. There will also be substantial travel/ entertainment and marketing/advertising costs to continue to promote bloom and its products. Other monthly costs include all overhead required to allow the company to operate.

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Operations

Per the first year Profit & Loss projection (Exhibit E), the start-up period should last no longer than 3-5 months. The Costs of Goods Sold (i.e. direct labor and materials) are directly correlated to the sales as reflected in the sales projections. There is an estimated 2% of Other Direct Costs related to unanticipated expenses related to the production of the product. The Colombian income tax rate is anticipated at 16% for accessory goods allowing a total net income of $25,974. As a result bloom only incurring $10,000 of liabilities via a short-term operating loan, the company will be able to grow with little invested capital.

Profit & Loss Projections

The second year Profit & Loss projections (Exhibit F) will increase substantially due to product growth and the worldwide economic recession turning around. Certain fixed costs (i.e. office expenses, utilities, etc.) will only rise 10% while others (i.e. marketing, advertising, travel, etc.) will grow more substantially. The Costs of Goods Sold will remain the same due to the nature of the product being made to order. As a result, year two sales will take off and The bloom Company will be able to further diversify its products and increase income accumulation. In conclusion, bloom believes many estimated fixed costs to be conservative along with

many variable costs. Labor and material resources should remain relatively inexpensive due the geographical region of manufacturing. Given sales stay strong and overhead remain under control, profits should continue to increase.

Financial Analysis Future Plan Sales Projections Year 2 Month-1

Month-2

Month-3

Month-4

Month-5

Month-6

Month-7

Month-8

Month-9

Month-10

Month-11

Month-12

Sales Revenue Grants (WGI) Total Revenue

$14,750 $0 $14,750

$16,170 $0 $16,170

$16,979 $0 $16,979

$17,827 $0 $17,827

$18,719 $0 $18,719

$19,655 $0 $19,655

$20,637 $0 $20,637

$21,669 $0 $21,669

$22,753 $0 $22,753

$23,890 $0 $23,890

$25,085 $0 $25,085

$26,339 $0 $26,339

Sales Units

TOTAL $244,474 $0

$244,474 700

Assumptions $14,750 Total Sales $4,275 based on $5,250 based on $5,225 based on

Sales Units PER MONTH Chic Bag Glamour Bag Hipster Bag

Month-1

9 units @ 14 units @ 19 units @ 42

Month-2

9 15 20 44

9 16 21 46

Month-3 10 17 22 49

$475 per unit $375 per unit $275 per unit

Month-4 10 17 23 51

Month-5 11 18 24 53

Bag Sales Increase Per Month

Month-6 11 19 26 56

Month-7 12 20 27 59

Month-8 13 21 28 62

Month-9 13 22 30 65

Month-10 14 23 31 68

Month-11 15 24 33 72

Month-12 15 26 34 75

Profit & Loss Projections Year 2 Sales Revenue Grants Total Revenue Cost of Goods Sold Commissions Other Direct Costs

Month-1 14,750 0 14,750

Month-2 16,170 0 16,170

Month-3 16,979 0 16,979

Month-4 17,827 0 17,827

Month-5 18,719 0 18,719

Month-6 19,655 0 19,655

Month-7 20,637 0 20,637

Month-8 21,669 0 21,669

Month-9 22,753 0 22,753

Month-10 23,890 0 23,890

Month-11 25,085 0 25,085

Month-12 26,339 0 26,339

Total

3,688 148 295

4,043 162 323

4,245 170 340

4,457 178 357

4,680 187 374

4,914 197 393

5,159 206 413

5,417 217 433

5,688 228 455

5,973 239 478

6,271 251 502

6,585 263 527

61,118 2,445 4,889

244,474 0 244,474

10,620

11,642

12,225

12,836

13,478

14,151

14,859

15,602

16,382

17,201

18,061

18,964

176,021

Design Labor Admin Labor Rent Utilities & Phone Office Expenses Professional Fees Auto/Travel Advertising Entertainment Web Page Marketing Expenses Interest

500 2,500 0 22 52 102 250 1,000 300 122 250 75

6,000 30,000 0 264 624 1,224 3,000 12,000 3,600 1,464 3,000 900

Income before Taxes

113,897

Gross Profit

5,443

6,465

7,048

7,659

8,301

8,974

9,682

10,425

11,205

12,024

12,884

13,787

Taxes (16%)

871

1,034

1,128

1,225

1,328

1,436

1,549

1,668

1,793

1,924

2,061

2,206

18,224

Net Income

$4,572

$5,431

$5,920

$6,433

$6,972

$7,539

$8,133

$8,757

$9,412

$10,100

$10,823

$11,581

$95,674

Assumptions Cost of Goods Sold Other Direct Costs Commissions Design Labor Admin Labor Rent Utilities & Phone Office Expenses Professional Fees Auto/Travel Advertising Entertainment Web Page Marketing Expenses Interest

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Chic Bag Glamour Bag Hipster Bag Total Units

Month-1

Increase in Expenses Taxes

25% 2% 1% $500 $2,500 $0 $22 $52 $102 $250 $1,000 $300 $122 $250 $75

of sales of sales of sales monthly monthly monthly monthly monthly monthly monthly monthly monthly monthly monthly monthly

10% per year 16.0% of income before taxes

based on a weighted average of the products' margins based on estimates based on agreement with WGI based on estimates based on estimates based on agreement with WGI to provide working space based on estimates based on estimates based on estimates based on estimates based on estimates based on estimates based on estimates based on estimates 9% $10,000 Note based on

TOTAL 143 239 318 700

Beyond

Fashion 78

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

Conclusion

The best and most beautiful thing in life cannot be seen, not touched, but are felt in the heart. ~Hellen Keller

Ever since I started my educational career in the design management program I have envisioned creating something that will make a difference in the fashion field. I feel this project has been a valuable experience for me as I have included in it all aspects of my educational and professional experiences. My contribution is to create something that is not only socially responsible, but to make a difference in people’s lives. I believe this project has been an amazing opportunity for me to understand what is needed in order to become a design manager. A design manager needs to understand the past, present, and future of the business venture to make the best decisions and to move a company forward. I feel that I am not only familiar with the topic but have become an expert in it.

Through my exploration of this project it has become apparent that this is an issue that may never be completely solved, however, bloom has developed to be something that could initiate change on a personal level as well as giving women more support and individuality. I feel that the “Beyond Fashion Backpack Line” is new fashion concept that could potentially make a difference in women’s lives. Throughout the year, I have discovered that this project is not only very meaningful to me, but is also something that I will develop after graduation. I would like to pursue the launch of Bloom and will work on developing the company. I feel that this was a very valuable experience to prepare me for the professional world, and is something that I will carry with me throughout my future career. 80

Bibliography Sources 1.) Self Help and Wellness: Self Esteem Statistics Section http://www.selfhelpandwellness.com/Self-Esteem/self-esteem-statistics.php 2.) Dove Self Esteem Fund: Facts and Statistics about Girls in The United States. http://www.dove.ca/dsef/#/landing_dsef.aspx/ 3.) Sources: Health Care Industry: by Jennifer S. Parker, Mark J. Benson Pew/Advertising: Teens and Social Media: by Amanda Lenhart, December 2007

5.) Health Care Industry: (Dekovic & Meeus, 1997): Maternal Perceptions and adolescent self-esteem: a six year longitudinal study http://findarticles.com/p/articles/mi_m2248/is_152_38/ai_n6028028/ 6.) YRBSS: Youth Risk Behavior Surveillance Self Esteem: National Center for Chronic Disease Prevention and Health Promotion 7.) The Dressed Body and Cultural studies of Style and Fashion By Valerie Steele, 1997. 8.) Guilford Publications: Exposure to media –portrayed thin ideal images affects girls: a longitudinal experiment Print ISSN: 0736-7236, Cover date: Fall 2001 http://www.atypon-link.com/GPI/doi/abs/10.1521/jscp.20.3.270.22309 9.) Human Rights Watch web site http://www.hrw.org/ 10.) Symbolism of The Handbag by Vladimir E. Alexandrov 2004 11.) National Association of Self Esteem http://www.self-esteem-nase.org/

bloom

REDEFINING FASHION THROUGH SELF ESTEEM

4.) NASE: THE TRUE MEANING OF SELF-ESTEEM; by Robert Reasoner http://www.self-esteem-nase.org/

12.) Women’s Group International: Empowering Women Leaders Worldwide http://www.womenscampaigninternational.org/ 13.) Application service Provider IBM http://www-03.ibm.com/services/ca/en/ams/services/asp/asp.html 14.) American Apperal http://americanapparel.net/

15.) JanSport: Wikipedia http://en.wikipedia.org/wiki/JanSport 16.) Prada: Wikipedia http://en.wikipedia.org/wiki/Prada 17.) Gucci: Wikipedia http://en.wikipedia.org/wiki/Gucci 19.) Cece Fienburg Public Relations http://www.feinbergpr.com/ 20.) Fame Trade Show http://www.fameshows.com/aboutfame.htm 21.) Market Data Enterprises Packaged facts; a Division of Market Research by Robert Brown and Ruth WashtonAgust 2002. 22.) The Duke Today: Social Science Research Institute; written by Dawn Stuart November 14, 2008 23.) Teen growth.com http://www.teengrowth.com/index.cfm?action=info_article&ID_article=1274 24.) YRBSS: Youth Risk Behavior Surveillance Sstem: National Center for Chronic Disease Prevention and Health Promotion 25.) Journal of Youth and Adolescence, by Janis Paterson Volume 24, Number 3. 2005 The Effects of Change in Self Esteem Across the Transition to High School, by Christopher C. Weiss, 2008 26.) Family Guide: Keeping youth mentally healthy and Drug Free: By Janis, Walealius, 08