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contents

Couture

5 7 9 15 17 21 23

About Us

Creative Brief

Contract and Proposal

Competitive Research

Swot Analysis

Design Solution

Studio Research: Rate Calculation, Gannt Chart

Couture
aboUt Us

Mission stateMent:
We are boutique design studio that specializes in graphics for fashion and beauty. We are located in Soho, the top shopping district and nationals fashion capital. We are exposed to top fashion trends and design leaders. Since we provide both print and interactive services, transferring printed material to the web is a seamless process, saving our clients time and money. We offer competitive rates for our quality of work.

What is unique about us?

Couture Studio is an all women design studio with a strong understanding of the feminine aesthetic. Our designers have diverse national backgrounds great for the global market.

our services
We provide print and web design solutions that relate to the cutting-edge trends of the fashion and beauty market.

our values and goals

We are happiest when our clients are happy. We strive for creative collaboration, and value our clients expertise. We have a track record of winning our clients new customers and creating loyal customers out of the occasion shopper. Although we have a fresh aesthetic with each project, one thing stays consistent: quality. We believe in balancing the fun and playfulness of fashion and beauty while maintaining an air of sophistication. In addition, we implement up-to-date sustainable design.

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Couture
Creative Brief

ClIent Bebe PROjeCt nAme 2009 Spring catalog for direct mail and in-store distribution. PROjeCt DeSCRIPtIOn 28 page printed catalogue, 8 x 8 tIme eStImAte 5 weeks tOtAl hOURS 108 eStImAte $11,340

bebe overvieW
Bebe uses an edgy, high-impact, visual advertising campaign, incorporating print, outdoor and in-store displays, and direct mail communication. the brand attracts customers who are intrigued by the playfully, sensual, and evocative imagery of the Bebe lifestyle. the line of merchandise branded with the distinctive Bebe logo has increased brand awareness. Within the store and at bebe.com, an upscale, visuallystimulating boutique environment is created which further enhances the Bebe brandbuilding customer loyalty and creating a satisfying online shopping experience. Furthermore, Bebe trains their store personnel to be responsive and knowledgeable, reflecting the Bebe image in every interaction.

audience

The Bebe woman, age 21-35, is not defined by how she looks - she is defined by her attitude: assertive, sexy and stylish, shes confident and cutting edge, demanding the same from her clothing. For her, Bebes signature look of hip, sophisticated, sassy fashion is the ultimate expression of her own style. OBjeCtIveS Couture Studios main objective is to implement sustainable design practices and help Bebe transition to a more eco-friendly format for their catalog. We aim to create a catalog which maintains Bebes brand identity, while adding a fresh take which would not only appeal to existing customers but also attract new ones; to continue Bebes legacy of visually strong promotion; and to create a catalog which will inspire a complete visual advertising campaign. the meSSAge the theme of our proposed Bebe catalog design is vintage glamour. Our approach will be directed at fashion-savy customers internationally.

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Couture
proposaL & contract

julie Chen marketing Director Bebe, Inc. 26 Church Street new York, nY 10014 january 17th, 2006

Dear ms. julie Chen, thank you for allowing Couture Studio to prepare a proposal for the Bebes Spring Catalogue. I hope you will agree that our approach to design solutions compliments your brand. Below is a breif statement of the proposed project. the following information pertains to a proposal to design the Bebe Spring Fashion Catalogue for in-store and direct mail communication. I hope you will agree that our approach to design solutions compliments your brand. the proposal will cover: Why Couture Studio is the best design firm to suite your needs for this project Summary of your desired project Description of Services & our approach Deliverables A preliminary timetable for meeting deadlines Our fees and terms

Why couture studio is the best design firM to suite your needs for this project
We are boutique design studio that specializes in graphics for fashion and beauty. We are located in Soho, the top shopping district and nationals fashion capital. We are exposed to top fashion trends and design leaders. Since we provide both print and interactive services, transferring printed material to the web is a seamless process, saving our clients time and money. We offer competitive rates for our quality of work. Couture Studio is an all women design studio with a strong understanding of the feminine aesthetic. Our designers have diverse national backgrounds great for global market.

suMMary of your desired project (the creative brief)

Bebe desires a fall catalogue to showcase the high-quality and innovation of the brand. the catalogue should stay within Bebes brand, but also offer a fresh take to attract new customers and invigorate established clientele. the catalogue will be 28 pages, 12 wide by 12 high, printed with bleed on high-quality recycled paper. the larger page size reduces the amount of paper waste. Cover Table of Contents Apparel Spread Shoes Spread Accessories Spread Back Cover with mailing specs

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description of services & our approach

We examine what competitors are doing and what Bebe has done in the past. We will retain the identity of the original Bebe boutique created in 1976 in San Francisco. Our approach is holistic. Although this particular project is for only a catalogue, we are happy to extend to in-store displays and a on-line catalogue for the fall fashion campaign. We stay updated on the current environmental design practices, and implement these at every stage of our design process. this includes how our studio is maintained, the paper and ink we select, and the design strategies we use. the process begins with the development of a design strategy. Once a strategy has been articulated and agreed upon, we move to creative development and execution. We are happy to answer any questions about our creative process. As committed as we are to arriving at and staying on the right strategy, we will never lose focus on the fact that critical deadlines must be met. A Preliminary timetable For meeting Deadlines: Based on the deliverables described above, here is a rough timetable for due dates and deliverables based on a plan for completing this project, including meetings with Bebe, for your review. meetings and/or approvals are needed at the end of each phase before progression to the next phase. One of our first tasks if I am honored with this assignment would be to provide the schedule in more detail, in chronological array, that would also assign responsibilities:

deliverables
Based on your ability to provide original photography and copy, we will only need to implement the design on the catalogue. Because you have an established relationship with a printer, we will send the files to the printer and do all pre-press activities, but the printing bill will go directly to you. We will provide the final design files, and the printer will be responsible for delivering the printed catalogues to you.

a preliMinary tiMetable for Meeting deadlines

Phase One: Research (duration 1 week) Deliverables: Written and verbal summation of research Phase two: Concept Development (duration 1 week) Deliverables: 3 concepts Phase Three: Design & Revision (duration 2 week) Deliverables: execution of 1 refined concept Phase Four: Pre-press (duration less than 1 week) Deliverables: final art files

fee
Our design fee for this project is estimated at $11,340. this fee includes research, concept development, conference calls and meetings with you; design and any revisions feasible given deadline restraints; final art; and press visits. This is not a quote, but a fee estimate based on the amount of time it is estimated it will take to complete this project, multiplied by the studio flat hourly rate of $105 per hour. Any future work we perform, will be billed at $105 per hour, in quarter hour increments. Terms: 1/2 of estimated design fee, or $5,500, in advance; with the final balance plus any out-of-pocket expenses due upon completion of the project. If any phase of the assignment is delayed by Bebe for longer than sixty days, a rush fee will apply. expenses: Any out-of-pocket costs, such as stock-photography, printing, and photo direction, will be

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billed at a markup of 10%, unless billed directly to you by the vendor/supplier. estimates will be obtained when/if such services are required. Prior written approval in the form of a purchase order is required for all expenses over $100.

next steps
If this proposal meets with your approval, the next step is to sign and return this proposal and the enclosed terms of service agreement. You will receive a signed copy of both back, with a bill for the 1/2 deposit required to begin this project. Upon payment, a meeting/phone call will be scheduled where we can review: A detailed project schedule/time line A detailed explanation of the project phases Further discussion of the design concepts

our coMMitMent
You have our promise that we will engage in this assignment with intensity, intelligence and integrity. We have built our reputation on delivering high-quality design, creativity that differentiates and enhances our clients brands, and execution that is flawless. We would really like to work with you on this project. If you have any questions, please call us at (212) 333-0202.And thanks for the opportunity to submit this proposal. We are looking forward to working with you. Sincerely, Approved:

Couture Studio

Bebe

*Upon approval, signing this proposal above will act as an agreement between Couture Studio (the Design Firm) and Bebe (the Client).

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terms & conditions

SeRvICeS Couture Studio shall provide basic services for the project consisting of consultation, research, design, checking quality of implementation, and coordination of the project and its execution. In connection with performing basic services, Couture Studio shall prepare and present materials to the Client that demonstrate or describe the Couture Studios intentions and shall prepare various materials, such as artwork, drawings, and specifications, to enable the design to be printed, fabricated, installed, uploaded, or otherwise implemented. Couture Studios services shall be performed in accordance with the AIgAs Business and ethical expectations for professional designers, which can be found at www.aiga.org ClIent ReSPOnSIBIlItY the Client shall appoint a sole representative with full authority to provide or obtain any necessary information and approvals that may be required by Couture Studio. the Clients representative shall be responsible for coordination of briefing, review, and the decision-making process with respect to persons or parties other than Couture Studio and its subcontractors. the Client will also provide any materials and/or services required in order for Couture Studio to complete the project such as copy, proofreading of final designs prior to approval, etc. Such materials and/or service requirements are dependent on the particulars of the project, and will be described in a written estimate at the time a project is initiated. SCheDUleS/OveRtIme/RUSh WORk Couture Studio reserves the right to adjust the schedule and/ or charge additionally in the event that the Client fails to meet the agreed-upon deadlines for delivery of information, materials, approvals, payments, and for changes and additions to the services outlined in the estimate/proposal. ClIent APPROvAl The Client will approve and proofread all final designs and type before the production of mechanicals or web pages. the Clients approval of all tangible materials and artwork will be assumed after the work has been submitted to the client for review, unless the client indicates otherwise in writing. OWneRShIP All materials used in the production of this assignment including original and mechanical artwork and computer files remain the property of Couture Studio. Upon payment of all fees and expenses, Couture Studio will grant all reproduction and/or usage rights (e.g. ownership), as outlined in the project estimate/proposal for all approved final materials (E.G. Project Deliverables) created by Couture Studio at the time of project initiation. Ideas and design concepts, which are not accepted, remain the property of Couture Studio and may be used in the future in the course of other assignments. All original photographic film (transparencies, chromes, and negatives) will remain the property of any photographer(s) selected for assignments, unless arranged otherwise in a separate agreement. All printing materials (primarily films, plates, and electronic files) remain the property of the printer(s) selected for assignments, unless arranged otherwise in a separate agreement. eleCtROnIC FIleS If the Client has requirements for how the project is to be prepared electronically, the Client must communicate this to Couture Studio before the project begins. Electronic files and software documents related to the Clients project are the property of Couture Studio and must not be copied, altered, or modified without the written permission of Couture Studio. OUt-OF-POCket OR ReImBURSABle exPenSeS Any budget figures or estimates for reimbursable expenses or implementation charges, such as out-of-pocket expenses, typesetting, printing, fabrication, or installation, are for planning purposes only. Couture Studio will use their best efforts to work within stated budgets but will not be liable if these expenses exceed budgets. When possible, no expenses in excess of the budget will be incurred without the Clients written or initialed approval in advance. the Client will

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reimburse Couture Studio for all out-of-pocket expenses incurred by Couture Studio on this project. these expenses will be listed in an estimate/proposal at the time the project is initiated, and will be billed at cost plus 10% for account handling and supervision. Upon the Clients request at the start of the project, records for out-of-pocket expenses will be retained by Couture Studio and will be made available to the Client upon completion of the project. Prior written approval in the form of a purchase order is required for expenses over $100, with the exception of delivery via Fedex or messenger service. thIRD-PARtY COntRACtS Couture Studio may contract with other individuals or companies acting on behalf of the Client to provide additional service such as website scripting or programming, copy writing, photography, illustration, printing, and fabrication. the Client agrees to be bound by any terms and conditions, including required credits and usage rights, with respect to reproduction of materials that may be imposed on Couture Studio by these third parties. CReDIt Couture Studio will have the right to include a published credit line on the completed designs or any visual representation. this same credit will be included in any publication of the design by the Client. Samples. the Client will provide Couture Studio with Samples of each printed or manufactured design. these samples will represent the highest quality of work produced. PAYment teRmS Upon approval of this document, the Client will make all payment installments, as scheduled and outlined in the estimate/proposal at the time of project initiation. All invoices are payable net 30 unless otherwise noted. the grant of any license or right of copyright is conditioned on receipt of full payment. the Client will pay interest on all overdue amounts not exceeding the maximum amount allowed by law. the Client shall assume responsibility for all collection/legal fees necessitated by default in payment. Please make checks or money orders payable to Couture Studio. CAnCellAtIOn In the event of cancellation of an assignment, a cancellation fee will be paid by the Client and will include full payment for all labor hours completed and expenses incurred up to the time of cancellation. The cancellation fee for flat fee projects (such as logo/identity design) will be based on the schedule outlined below. Any initial payments that have been received will be credited against any amounts due. Furthermore, ownership of all copyrights and original artwork shall be retained by Couture Studio . Cancellation Schedule of payment due to Couture Studio for flat fee based projects: During phase one 25% of price quoted. During phase two: 50% of price quoted. During phase three: 75% of price quoted. During phase four: 90% of price quoted. SUmmARY this document represents the entire standard agreement between the Client and Couture Studio and may be changed or modified only in writing and with the approval of both parties. The Client and Couture Studio represent that they have full power and authority to enter into this agreement and that it is binding upon the Client and Couture Studio and enforceable in accordance with its terms. this Agreement will be governed by the law of the state of new York in which Couture Studios principal place of business is located. Read and agreed:

Couture Studio

Bebe

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competitive research

Couture

DIeSel Since 1978, Diesel has attracted a following of fashion-loving fans who enjoy the labels edgy, wearable designs. the Diesel clothing brand is famous for their high-end jeans (well-worn, dirty, and industrial, for the most part). military looking fabrics, like leather, denim, and canvas, are often seen with details like ruffled trims, extraneous zippers, and jagged seamsperfect for the urban, club-happy crowd that snatches them up. DIeSel CAtAlOg the entire catalog consists of black pages, and is printed on high-quality paper. textured imagery is added to the Diesel logo, complimenting the rough-style of their fashion. the photographs are trendy and sexy looking. the images have props, such as tvs and computer screensan arty composition. Black color, sexy portion of the body, and clean san serif type represents DIeSels very sexy and trendy style. j. CReW J. Crew began in 1983, when the first catalog was launched. Since then, the business has expanded to that of an iconic American brand known worldwide for its classic clothing and accessories. The first J. Crew store opened in 1989 at the South Street Seaport in New York City. Since then, J. Crew has expanded to 206 retail and 69 outlet stores across the country, and more openings are planned in 2008. jcrew.com, which was launched in 1996, offers more assortments, colors and size ranges. In january 2003, millard mickey Drexler joined the company as CeO and Chairman, bringing inspiration, creativity and unparalleled expertise to j. Crew. together with his team, he has set the industry standard for quality, design and style by using the finest fabrics, craftsmenship, and production. Signature pieces include the J. Crew Legacy blazer, fine Italian cashmere sweaters, and broken-in chinos. J. Crew has renewed its passion for style and exceptional service as it moves toward an exciting future. j. CReW CAtAlOg the brand has a very simple style. the entire brochure use a light grey color as the background. the clothes are professional casual, one model per page. Below each item are the price and color choices. the catalog uses linear, san serif type. COACh Coach was founded in 1941 as a family-run workshop. In a manhattan loft, six artisans handcrafted a collection of leather goods using skills handed down from generation to generation. Discerning consumers soon began to seek out the quality and unique nature of Coach craftsmanship. now greatly expanded, Coach continues to maintain the highest standards for materials and workmanship. Coachs exceptional work force remains committed to carefully upholding the principles of quality and integrity that define the company. We attribute the prominence of the Coach brand to the unique combination of their original American attitude and design, the use of fine leather goods and custom fabrics, their superior product quality and durability and their commitment to customer service. COACh CAtAlOg On the cover of their catalog, a very cute model wears a lot of coach products, an image which compliments the logo, and overall is very eye catching. the inside pages emphasize the products, touting their good quality. the entire catalog pays attention to details. FRee PeOPle: this brand is focusing on FRee, their style of clothing line is very casual, the designer used splash graphic through out the whole piece to emphasize free. URBAn OUtFItteRS: Urban Outfitters originated as The Free Peoples Store in 1970 in Philadelphia, Pennsylvania, and focused on funky fashion and household products. Shortly thereafter the owner (now chairman), Richard Hayne, changed the name to Urban Outfitters. Urban Outfitterss line is always evolving and includes an array of styles: vintage, bohemian, retro, ironically humorous, and kitschy. their apparel and furniture also includes luxury brands such as lacoste, evisu, Diesel, true Religion and Seven for All mankind. URBAn OUtFItteRS CAtAlOg the catalogs graphics tend to layout all the products page by page, mainly just representing their clothing products with large photos and small type.

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swot chart: bebe brand

Couture

+
strengths
Has strong brand identity. Is a large corporation with vast personel and resources. Has large amount of loyal customers, who support them. Has large funds dedicated to promoting their business. Is an established business with good reputation and knowledge in the business world. Has good sense of their audiences.

Weaknesses
It is a luxary brand that is struggling during the recession. Has no low-end line to appeal to middle-class Bebe Sport doesnt live up to Bebes quality and value. Not as personable as fashion boutiques, which are becoming more popular.

Ways to exploit
Maintain it. Utilize their resources.

Ways to nutralize
Create low-end line, even if just for recession period Same as above. focus on Sport lines affordability. Specialty training for in-stores sales person to be the shoppers stylist and to dote on customers. Create a reupation for a in-store experience. develop a sustainability department and hire environmental experts.

present

Use whats been successful in the past to keep up with them. Mass produce promotional items. Utilize their business knowledge to advance the company. Use the information to strengthen their promotional materials and products. Maintain it.

Has strong marketing direction.

Has no enviromental strategy, which detrimentally affects not only their public image but also their profits.

opportunities
Bebe t-shirts are less graphic items. Has the financial resources to develop a sustainability department Improve Bebe Sport

Ways to exploit
Push t-shirt style to sexier Create the sustainability department A.S.A.P. Use Bebe Sport to appeal to the non-luxery market Explore more options.

threats
Fashion Dolls growing popularity. Competing product lines for younger women. Poor econonmy is threatening luxery brands. Women are buying less dresses and instead purchasing more casual clothes. Bebe logo hasnt been updated.

Ways to nutralize
Update styles often Find unique postion with target audiances. .Adapt to the market changes and demands. Apply the sensibility of the dresse to shirts and pants. Create trendy bebe logo for increased marketability.

fUtUre

Bebe dresses have been a major part of bebe business. Bebes reputation for quality.

Keep improving the quality.

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Couture
design soLUtion

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Couture
stUdio pLanning

how do we determine oUr rate?

total annual expenses

expense type rent utilities telephone/internet 3 cells phones travel client coffee/food office supplies hardware (depreciated) software legal + accounting health insurance salary ($70,000) for 3 part-time receptionsit marketing $ per month$ per year $4,000 $250 $60 $275 $400 $200 $200 $ $ $$690 $11,250 $1,667 $1,000 $ 48,000 $ 3,000 $ 720 $ 3,300 $ 4,800 $ 2,400 $ 2,400 $ 12,000 $ 4,000 $ 8,000 $ 8,280 $210,000 $ 20,000 $ 12,000

total annual billable hours

45 hour week 52 wks x 45 hrs = vacation time sick time national holidays marketing in-house meetings record keeping office management 2 wks x 40 hrs = 6 days x 8 hrs = 10 days x 8 hrs = 50 wks x 5 hrs = 52 wks x 2 hrs = 52 wks x 5 hrs = 52 wks x 5 hrs = 2,340 hrs 80 hrs 48 hrs 80 hrs 250 hrs 104 hrs 260 hrs 260 hrs

2,340 hrs

MINUS
1,082 hrs

EQUALS
1,258 hRS

tOtAl BIllABle hOURS PeR DeSIgneR x 3 DeSIgneRS

tOtAl BIllABle hOURS FOR FIRm

3,774 hRS

tOtAl AnnUAl exPenSeS

$335,903

total annual billable hours total annual expenses $335,903 3,774 hRS

DOllARS PeR hOUR (BReAk-even RAte)

x 17% x 17%

PROFIt

FlAt RAte

$89

DOllARS PeR hOUR (BReAk-even RAte)

PROFIt

FlAt RAte

$105

PeR hOUR

FlAt RAte

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gannt chart
Project description: 28 page printed catalogue, 8 x 8 time estimate:5 weeks total hours: 108 estimate: $11,340

= phase one

= phase two

= phase three

= phase four