Table of Contents
Brief background of professional accomplishments and
attributes discussed through out the course of Candie’s
academic years, and freelance projects presented.
A look inside Visual Merchandising and Design. The
concept focuses on Bohemian modern style. The core
market gains insight through inspirational presentations.
A mirror focus on Native Bohemian trends
and styles forecasting for Spring & Summer
2017 - 2018.
Coming straight from the streets. 90’s Muse is an inpired
fashion shoot based from popular looks gearing towards
R&B music and city chic wear styles.
Table of Contents
Let’s take a closer look into Manufacturing and cost
development. This section was designed and produced on a
seasonal theme. Creating Cost and Pattern making samples.
Chino Hills Shoppes teaming up with Ai Fashion
Marketing program to deliver and execute top retailers up
and coming fashion trends.
Last, ending of the story and giving thanks to
colleagues and peers who’ve worked along side
with Candie. Collaborating ideas and projects.
Strategic thinking process. Focusing on the organizations
next big idea for Media and Ad Campaign developmental
Her StoryCandie was born and raised in Southern California growing up she always dreamed of
becoming a fashion designer. Her interests in fashion design was most admired by looking
at Vogue magazines and watching fashion shows on the Style network channel. She found
inspiration within her Native American heritage background and took pride into her
creations. Then, she soon discovered her passion for Fashion Merchandising and Marketing.
Candie has accomplished so much in her field of work and has gained recognition at the Art
Institute for Best Quarter Student in accordance to Apparel Evaluation & Construction. With
her ability to create an astonishing storefront visual presentation, Candie is able to convey
her message to her target audience. Candie will be receiving a Bachelors degree this winter of
2016 in the Fashion Marketing program. With all of her accomplishments Candie will deliver
her creations to the next potential organization and continue evolving herself to becoming a
Senior Visual Designer.
An inside look at Visual Merchandiser concept plan. This concept was inspired by the
Modern Bohemian life style look. Target market focuses on young teens and young womans
2015 Spring Floorset
For the babe who lives by her girl gang, takes
risks, works hard, and parties harder. Love
Culture is an online fashion destination for
the night lovers and free spirits. We offer
daring finds at affordable prices because every
girl deserves to feel sexy. We’re on trend and
on point, taking inspiration from celeb style,
fashion week, and rap lyrics. We believe in
loving ourselves and respecting the grind. Above
all, we live by our mantra.
The entry overview is the consumer’s first choice to shop. As a Visual Specialist Candie was given a specific task from Corporate Visuals Team to execute a
Bohemian Visuals concept that was being followed in the companies style guidelines. This project was a two-day process deadline; with very little time Candie
gathered her findings by researching visual marketing concepts from online databases. The preparation process helped her execute this project using excellent
time management skills. Based off of her research Candie displayed props, styling mannequins, and also implemented graphics for the consumer to get a better
feel of this concept.
Development process on the organizations marketing concept action plan.
Case study focuses on implementation data control related to building brand
awareness for Soulet’ media Ad campaign “Famel”
FROM THE START
Soulet’ was founded in 2011 as a family-run business.
In a San Francisco studio, five members handcrafted a
collection of leather goods using skills handed down
from Arnest Pilboe - Head Creative Director and family
member. Discerning consumers soon began to seek out
the quality and unique nature of Soulet’ craftsmanship.
Now greatly expanded, Soulet’ continues to maintain
the highest standards for materials and workmanship.
Soulet’s exceptional work force remains committed
to carefully upholding the principles of quality and
integrity that define the company. We attribute
the prominence of the Soulet’ brand to the unique
combination of our original American attitude and
design, our heritage of fine leather goods and
custom fabrics, our superior product quality and
durability and our commitment to customer service.
DEFINING EFFORTLESS STYLE
Soulet’ is a leading design house of modern luxury accessories
and lifestyle collections. Our product offerings include men’s
bags (that is also wearable for our consumer women) and men’s
small leather goods, business portfolio cases, footwear, wearables
including outerwear, watches, weekend and travel accessories,
scarves, sun wear, fragrance, jewelry, travel bags and other
lifestyle products. Continued development of new categories
has further established the signature style and distinctive
identity of the Soulet’ brand. Together with our licensing
partners, we also offer watches, footwear, eye-wear and
fragrance bearing the Soulet’ brand name in select
department stores and specialty retailer locations.
CRAFTING THE FUTURE
Building upon our strong brand and business
equities, we are in the process of transforming from
an international accessories business to a global lifestyle
brand, anchored in accessories, presenting a clear and
compelling expression of the Soulet’ man across all product
categories, store environments and brand imagery. In addition,
we are leveraging the global opportunity for Soulet’ by raising
brand awareness and building market share in markets where
Soulet’ is under-penetrated. Beyond the company’s direct retail
businesses, Soulet’ has built a strong presence globally through
Soulet’ boutiques located within select department stores and
specialty retailer locations in North America and Europe, as well
as through distributor-operated shops in the Middle East, and
Among these higher-price competitors in the
US, Dooney & Bourke and Cole Haan are Soulet’
closest competitors at the product category level
(classic, American-style fine leather goods). For the
Singapore market, Soulets’ two main competitors
would be Dolce & Gabbana and Coach. Dolce &
Gabbana, though very new in the market (having
just entered Singapore last November), is an up
and coming brand and is fast gaining in brand
awareness. Coach has a strong history of stylish
leathered goods, in which; has developed market
shares internationally specifically hitting the Asian
market. Both competitors have future premises that
continue to grow and Soulet has the opportunity to
bring in new markets that will carry its reputation
to the next level of business.
Soulets’ view on the consumer market is Male/Female
gender between the ages of 20- 30years of age. He is
either a working student or a full time employee/business
attribute averaging about $33,000 - $100,000 annually. We
as a company want to tailor our product towards different
sub-cultures and still keep our image attractive towards
new consumer market. First quarter sales have shown a
significant gain within the demographic region. That will
be geared towards the Male/Female perception. Our goal is
to increase Sales at 15% by our mid quarter review and sell
double the amount of units per transaction.
Soulet’ will be in all cross functions of social media and Ad
space. “Famel” Campaign will be feature in GQ men’s magazine
for Fall 2017 –– Vogue’s Men spread, and L.A Fresh Magazine.
We will expose a 60 second Ad Commercial on Style network
that will run from mid-day cross traffic frequency through
midnight reach. “Famel” campaign - Soulet’ is also featured on
the company’s homepage, Instagram, Facebook, Tumblr, and
Therefore, Soulet’ marketing objective is to launch the new
“Famel” Ad campaign that will feature a line of hand crafted
messenger bags, and Men’s brief cases/Accessories. Soulet’
will establish a non-profit organization college scholarship
for fashion design - fashion marketing students.
Media Name Brand/Magazine:
Gross Rating: 1,082,703
Gross Impressions: 4.0
Media Spread Quote:
Placement & Cost:
Page run of paper=25,800 x 3
Total Cost: $77,400
Women: 1,162,000 (89%)
Men: 145,000 (11%)
Average age: 34
Media Name Brand/ Network
Frequency: 2, 3mnth period
Reach: 236,000 V
Media Spread Quote
Run Time: Day= 6A-12m
Total Cost= $1,416,000
Media name Brand/Magazine
Gross Rating: 3,756,268
Gross Impressions: 3.53
Media Spread Quote:
Placement & Cost: General Rate by Size
2/3 p. 9x11/ $115,492 X 4
Total Cost: 461,968
Total Paid Subscription
Median Age: 18-49
Media name Brand/ Social Media
Reach: Little over 1 Million viewers
control Reach= 345,786V
Frequency: 2 (CPM)
Media Ad quote
Coast per Impression
2xBudget cost= 28,000
90’s MuseFashion styling photo shoot
This concept was introduced as a collaborative idea through
street wear. L.A magazine teamed up with “Candie Cordova” in ex-
change to create and develop a styling concept for their Fall 2016
L.A Weekly Magazine has teamed up with “Hal Lagans” production team. Col-
laboration process featuring an urban street trends fashion shoot. This project
will be exclusive in the fall 2016 spread. Execution will begin: June 15th Dead-
line: August 26th. Exclusive launch: September 10th, 2016.
Hal Lagans production team has implemented a production process calendar
that will cover all material pertaining to photo shoot hours, caterer, hair, make-
up, styling, model casting, and location. The team has one of the best fashion
photographers that will be teaming up with “Sedus” fashion stylist’s. We are
looking to cast 5-10 female/male models specifically with a tough rebel image.
We want to capture the essence of each look and be able to convey a unique mes-
sage towards our target market.
As an active non-profit organization L.A weekly has teamed up with Krochet
Kids Intl. and organized a campaign awareness project for Uganda women’s on
site location to help raise funds for Woman’s education of America. With that, all
proceeds will go to the working women of Uganda which will help women find
shelter, learn about educational workshops, and help them get ready for
employment in the U.S.
Scene/set-up will take place at the film wear house community
also known as “Gallery Row” located in Los Angeles, CA. This location
was specifically looked over carefully based on weather conditions.
All assigned models will have call sessions starting in the morning in
preparation of hair and make up which is assigned by smash box make-
up artist’s. Test shoots will also be held in the afternoon. The main goal
is to capture every moment in scene and to have our client feel confident
with the delivery results.
Next, is moving location venue to an industrial warehouse. This scene was
assigned by Ha Lagans art director (Shane Hellen) sharing this moment
with head photographer Christian Heu, Christian re-imagined the solo
rebel model posing in a distinct relaxed posture. Which made a strong
presentation in the story line of her art form. This collaboration process
was a great success and the team was able to deliver every moment in each
The Rouge of tomorrow
Living in vase desert scenery and hot dry climate. Native Pioneer has
inspired native culture aspirations and daily influences. Spring and Summer
trends 2017 forecast billted Aztec prints, rouge - floral color effects, and
drawn society towards the beautiful desert smell. The Native Pioneer
woman has a free spirit, she draws her self towards nature like beings. This
individual has a strong eye for color and texture elements that magnifines
all seven scenes.
Lian Torpez Klanae Sheqwe
Casual former, brought to the des-
ert scenery. Lian contributes style in
all aspects of nature.
Torpez, young and wild at heart but
soft when it comes to showing off
her true colors.
Living in the now moment and
enjoying the subtle movements of
quality. She’s comfortable, and yet
wise when it comes to her choosing
The leader of her pact, she never
leaves her true self behind. Show-
ing off her pride and determination
reveals the daring side.
Bringing back the native culture
influence into trends, has become
a vase approach to trend setters.
Thus, the ultimate imagery of this
trend has a long lasting relationship
with its contributer. Although
we may change our minds based
off social media avenues. It will
still carry its formality into new
concepts of future styling trends.
Native Pioneer influences it’s target
audience to feel free and still look
casually beautiful show casing
multiple native bohemian styles.
Indroduction process to fashion manufacturing. Sheer
Elegance enlightens the interface of sheer knits, bright pastel
colors, and pretty prints.
Here at Sheer Elegance we are proud to make all women
feel beautiful and most importantly, independent in our
We also offer a verity of easy and ready to wear apparel.
Our collection is chic fashion that can be worn from day to
night wear. Come and shop our newest spring collection.
Decadents of beauty also gives the
viewer an insight of the up and com-
ing color trends. Though it may be
very common in color transforma-
tion, and that will stand out com-
pared to most color trends. Breath,
Enjoy, and Live freely are the sup-
porting entourage of this theme.
Our color theme contributes most favorible soft tones and elegant features.
The idea of feeling independant, and beautiful brings all sences into play.
Sheer Elegance carries plunging neckline,
surplice front and back, long mesh cutout
sleeves, and a snap-button closure. With
every piece is featured comfortability and
well fit propotion to any body type.
Content + Care
Our line is produced in the U.S. made with
95% rayon material, and 5% spandex. Most
of the clothing is hand wash preferred
or dry clean, but handle with care is
recommended for lasting wear.
We want to set an example with healthy
living and eliminate toxic dye chemicals
into homeland and wild life environments.
Our mission and goal is to continue
producing safe dye fabrication.
All woman are beautiful inside and out
and thats why we design these pieces to
make them feel confident, and most of all
live freely. Overall, woman of all race and
culture are very beautiful.
Fashion show &
Analyzing trends and show case In the pink Fashion show. Students were assigned to
top retailers in order to feature the brands up and coming seaonal styling trends. All
efforts were measured upon reaserch color story, theme, and execution.
Each student was assigned to a local retailer to style each participating model
for In the pink fashion show. This task was on a tight deadline, meeting with
the retailer was a great opportunity for each student to get familiar with
trends and styles. Their mission was to research hot items for fall fashion
trends and present thier findings to the program coordinator for approval.
Candie had the opportunity to meet with the store manager of Chicos. Her
vision was to amplify womans contemporary trends and give her target
audience styling tips on how to dress and accessorize daily wardrobe.
In the Pink Fashion Show
For a better cause
“In the Pink” is a partnership between The Shoppes at Chino
Hills, the American Cancer Society and the Art Institute of Cali-
Banana Republic I Buckle I Chico’s I Coldwater Creek I Jos. A. Bank
Lane Bryant ICacique I Loft I New York & Company I Planet Beauty
Reflection I The Den Salon I White House IBlack Market I Windsor
The Shoppes at chino hills
“In the Pink” will showcase the latest
styles for spring and prom, celebrate
breast cancer survivors who will be
modeling the latest spring styles,
feature the talents of students from
the Art Institute and The Shoppes
Teen Fashion Council and promote
the Making Strides Against Breast
Cancer walk, set for Saturday, April
28 at The Shoppes at Chino Hills.
Free to the public
Limited seating will be available
Event is tented – the show
will go on rain or shine
goody Bags for the first 500
attendees Special performance
by Crystal Rome
Think of a rich black berry, the taste and tex-
ture is rich with in this color summary. Ruh-
barb compliments the most dominating color
scheme that encompasses it’s true identity
and is likely to be feature in all season fashion
Fall calls for most soothing and warm-
est color, but adding a touch of Tango
makes this particual color scheme
feel more alive and vibrant. This color
theme is ispiring for fall fashion.
When we think of Honey the
first scent that comes to mind is
sweet taste. Gold consequential
the surface which embraces up
hold, lessen no flaws that brings
beauty and essence into action.
Winter nights infuse
fashion, which creates
the perfect setting and
New York Elegance...
Satin Chiffon Rayon Polyester
New York Elegance features a lot of sheer, polyester
mix textiles. The most popular material in the textile
market is chiffon. With trends featuring the most light
weight material it’s convenient than most heavy struc-
ture material for this particular style.
Love Culture is facing an internal issue with new
standards regarding training and development. The
company has been established since June 10th 2010,
market shares weren’t meeting financial credentials
and then the company filed bankruptcy on September
19th 2012. Company standards and policies include –
(training and development program) new employee
doc record keeping of 30 hours on the job training by
superior supervision. The company was bought out by
an inside executive back in 2013 and then re - opened
the organization in 2014.
Corporate did not modify new training
programs nor did any of the organiza-
tion locations kept a record of on the job
training practices. As compared to Coach
Women training program, their orga-
nizations training process is developed
through an on line training video process.
Based on the organizational SWOT analysis Love cultures strengths are
measured based on the company’s outstanding power training method. Since
the company has a module that is assessed based on policy and procedures
this method is a quick tool for training on the spot which is effective both
internally and externally.
Performance & Review
Internal recruitment is highly recommended through basic training and out-
standing evaluation, but most recruitment is equally advised outside sources.
Weaknesses within the organization reflect on constructive documentation
that isn’t implemented based on the employee’s performance.
One of the strengths listed is internal recruitment, but the
lack of documentation hasn’t been an ongoing process which
can lead to termination - due to lack of particular performance
and can also lead to unfair accountability.
Lack of expenses can withhold to future opportunity such
as enhancement in the company. Some opportunities that can
help the organizations branding imagae such as packaging. T
May 1st – 8th
Execute new training program
Corporate will organize execution
Who is Responsible?
May 8th – 16th
manager – update
& train all store
May 16th – 19th
Store manager de-
May 19th – June 2nd
Train and develop
associates according to
The Sheek BoutiqueLooking into the organizations opportunities. The Account Planning process is designed
to identify it’s target reach and prevent future risks obtaining to the organizations Ad
“The Sheek Boutique” was established in 2015 as
an online boutique that provides women with,
trendy styles and comfortable clothing at an
amazing price. If you are looking for value, com-
fort as well as quality, she has come to the right
site. We Love building relationships with women
to help them with the wardrobe and encourage
them to be confident in whom they are.
Target Market Profile
Beliefs & Values
The sheek boutique target audience
includes independent, business en-
trepreneurs and/or working mother.
These women are looking for updated
style trends with in our online bou-
tique and deciding whether we as an
online boutique carry assorted style
clothing that best fits their identity
unique women may
have already heard of
the online boutique,
and are looking for
and company back-
ground for amplifica-
tion and varication.
The sheek boutique’s
typical online visitor is
an entrepreneur driv-
With a busy life line that en-
trepreneur working woman is
considered young at heart with
a mindset of being business
oriented who has been in the
industry for over 10 years.
She’s defiantly computer
app. Savvy so the win-
dow opportunity for
social media is flawless
for her stylish needs and
Whether she’s on the
go or a stay at home
mother she’s consider
Her interest consists of
going to the gym, hang-
ing out with friends and
family, and organizing
Independent, fun, sexy,
stylish, intelligent, busi-
corporate, high visibility
Variables to Measures
Immediate goals include.......
~ Advance marketing, and promotional standards for the organization through trade
show events, print Ad, and all social media accounts.
~ In addition, we will project sales at 10% by our mid-quarter review. Increase UPT,
ADT, and conversation
~ We will have to produce a three set medium Ad Campaign that will be executed
throughout the year in order to create brand awareness and customer loyalty to new
and existing customers.
Establish concrete Data?
Rated clothing and denim form fitting
Prefers shopping at forever 21 online site
Knows about our brand
Shops at least 2-3 times on the compa-
nies Facebook account
~ Conduct informative survey related to customer
lifestyle, material status, and brand direction
~ Evaluate key metrics related to the opportunity
~ Process all values assets: Customer purchasing
evaluation, interests, beliefs, and values.
~ Review weekly CRM and SPR that pertain to Auto
mated bidding with off line conversions.
Screen of Expectations
Where are we today?
~The sheek boutique is in the now fashion, the working woman
feels the clothing is stylish & trendy, but the brand doesn’t show
demand - purchases on HomeSite.
Where do we want to be?
~We want to keep the consumer pool in line with our product.
Even though they may be shopping with other competitors we
know that there are other opportunities for brand loyalty
How can we get there?
~Brand extension, anchoring our product line and making it
more convenient for the working woman buy – bringing the
product to her.
Ad Campaign Development
~ Concept Denim 4 Daze
~ Engage our current customer & attract new consumers to
becoming brand loyalist.
~ Featured on all active social media accounts
~ Ad spread - Nylon Magazine
~ Frequency reach - Style network channel
What did the consumer notice about the product?
~ All or most of the clothing was form fitting
~ Made them feel beautiful
Candelaria Maria Cordova
Fashion Marketing / Visual Design
+1 951 - 567- 4670
Experienced individual in the Fashion Marketing field. Passion
for Visual Merchandising and Design who has obtained hands on
experience and continues to thrive for future collaboration and
The Art Institute of California San Bernardino, Ca
(B.S. Science) Fashion Marketing / Nov 2014 - Sep 2016
Chaffey Community College Rancho Cucamonga,Ca
Business Certificate / Jan 2013 - June 2013
Award Studio Santa Monica, Ca
Media Make-up Diploma / Feb 2010 - June 2011
The Sheek Boutiuqe / Aug 2015 - Sep 2016
Manage key accounts, oversee internal data revenue and crucial
risk outline. Present company creative brife to head Creative Director.
Love Culture / Sep 2014 - Mar 2016
Conducting new floor set presentation, reviewing new style trends
reports, and conducting marketing management reports. Assisting
district manager with new store openings.
Coach Womens / April 2011 - Mar 2014
Insure all visual standards were kept up to date, updating seasonal
VM communications. Styling mannequin weekly updates.
I want to take the moment of thanking my mentors for helping me grow and
develop into a structural artist. Those that have been apart of my life have
made a big impact in my overall performance as an innovative professional.
The challenges that I have faced were not easy, but yet it was a great
experience for me to learn and teach my peers a lot from my past ventures. I
will like to close this statement by saying thank you to my mother for always
pushing me to become a strong independent woman. Most of all, thank you
to my father for always believing in me and being my inspiration.
“Everyday I wake up and smile, because I’d never regret what I was yesterday”