THE

TEAM

Sasha X. Wen

VP of Marke/ng

Walter J. Dixon

President & Crea/ve Director

Natasha N. Standard

VP of Public Rela/on

Brand Name and Logo

The inspira/on and design aesthe/c tends to oGen have an Asian inuence (uninten/onally).

The love for the Japanese culture, food, fashion designers and entertainment.

ATASHI ATASHI
Japanese personal pronoun for I or me used for the female pronoun.

A word that strikes me as simple, modern and impacPul.

BRAND ESSENCE & VALUE

EXQUISITE

CULTIVATED

ATASHI
DNA

DISTINCTIVE

PASSIONATE

MOODBOARD

Brand Mission and Vision

ATASHI oers a androgynous-like

RTW cap-a-pie fashion-forward collec/on
that is exquisite, dis/nc/ve, passionate, and cul/vated.
We pride ourselves in presen/ng quality ar/stry and fabrics
above the compe//on. We will con/nuously design
high-quality merchandise that is in line with the
Japanese inuence of this brand.

ATASHI believes that every woman

should love their own style of dress
and knows that every woman
appreciates quality and comfort in
their clothing. We want to revive
the joy that fashion provides to the
world. We aspire to make real
clothes for real women.

 WALTER J. DIXON

Emerging Fashion Designer

Chicago-born, Atlanta based

Fashion & Accessory Designer

Fashion Design MFA graduate
student in Savannah College of
Art and Design

Georgia Lions Lighthouse
Night of Spectacles

Birmingham Fashion Week

Brand Extension and Diusion Lines

ATASHI Fashion will start up with Womens wear including both apparel and accessory product.

The plans for brands extensions and diusion lines are based on this concept Japanese inuences.
The menswear equivalent would be BokuMen, and the childrens and infant lines are named AtashGirl
and BokuBoy respec/vely.

Company Extension Hierarchy

ATASHI
BokuMen AtashiGirl BokuBoy

Target Market
Ini/al Headquarters:
Atlanta, GA

Primary Headquarters:
New York City, New York

Primary Market: USA

Extension Market: Interna/onal
o Asian (Hong Kong, Tokyo,
Singapore)
o Europe (Paris, Madrid, Milan,
Bern)
o South America (Brazil, Rio de
Janeiro, San Juan, Buenos
Aires, Santo Domingo)

Consumer Prole

Michaela S. Kennedy

Age: 29 45
Income Bracket: Upper Middle Class ($60 - $110)
Career: Professional ExecuTve
EducaTonal Background: Post-Graduate
Marital Status: Single or Newly Married
Children: No Children
Sexual OrientaTon: Varying yet irrelevant
Urban/Suburban Life: City Life
Home Owner: 1 Home in City and 1 Home in Rural Area
Hobbies: Museum going, ne foods, wines, galleries, lounges, dinner parTes at
home
Trend Status: Innovator, TasteMaker
Owns Luxury: Yes, Accessories (Shoes and Handbags)
VacaTon: Travels Abroad Madrid, Paris, Shanghai Global CiTzen
Psychographics: Innovator, Adventurist, Other-worldly, Cultured
Style: Simple, clean, and stylish

Price Posi/oning

Dress Price
$500
$400
$300
$200
$100
$0

Dress Price

Boutique Name

Dress Price

ATASHI

$500.00

Jeffreys

$251.00

Kane

$159.00

Designer
Boutique

$439.00

Luna

$169.00

Online

$233.00

Pure Denim

$279.00

Designers Drawings

Medusa Lantern Orange Terracona

Medusa A Line Lilac Dress

Medusa CaGan Iridescent Blue with Sheath

Dress Nude

Medusa Jelly Dress and Kyoto

Royal Blue and Sea Foam Green

Crea/ve Brief
1. Iden/fy the problem to be solved by communica/on
a. New emerging designer
b. Limited Funds
c. Establish posi/on
d. Introduce product to target market and target audience
e. Increase loyalty
f. Get customer involved with brand
g. Increase likeability and visibility
h. Receive sponsorship and investors
i. Peak interest of niche market retails, SE, Chicago and NYC

2. Target Audience and key sights into their aotudes and behavior
a. Public
b. Press Local, na/onal and interna/onal
c. Local Poli/cal
d. WWD Atlanta Correspondent
e. Create interested people
f. Local celebri/es

Crea/ve Brief
3. Brand posi/on and other branding decisions
ATASHAs posi/on to compe//on is younger, newer, innova/ve and dis/nc/ve
versus other brands

4. Communica/on objec/ves that specify the desired response to the
message by the target audience
Objec/ve is to reach the majority of target customer and audience through
marke/ng mix of press releases, internet announcements, facebook
no/ca/ons, word of mouth

5. Proposi/on or selling idea that will mo/vate the target to respond
BFW presenta/on, lookbook,

Problem

1. Talent unknown emerging

fashion talent

1. Lack of funds/limited budget

2. Lack of resources

Communica/on Objec/ves

Media Considera/ons

Crea/ve Direc/on

SWOT Analysis

S
O

- Dis/nct Point of View

- Emerging Designer
- Innova/ve
- Fashion Background (6 years)
- Socially responsible (through
charity)
- Japanese-inuence on brand
- Aordable premium apparel and
accessories

- Lack of capital
- Lack of connec/ons
- Needs more industry
exposure
- No iden/ed manufacturer
- No retail accounts
- Developing brand iden/ty

- SCAD educa/on
- Use of SCAD facili/es
- Atlanta networking
opportuni/es
- Emerging Designer
Opportuni/es
- Appren/ceship with local
designer
- Great loca/on for startup
businesses

- Compe/ng designers
- Economy
- Fast fashion and other
retailers
- Cost of goods and
supplies
- Counterfeit and knock
o goods

W
T

Conclusion

Ocean Lantern

DNA
Feminine, Forward, Cultivated