Afro Nation Boutique
Afro Nation Boutique
Afro Nation Boutique Afro Nation Boutique
The ask
Part of my coursework in Digital Portfolio at Miami Fashion Institute was to select a major music festival that I would like to create a boutique for. Define the brand, clarify the target market, and create line sheets.
The skills
Adobe Photoshop
Graphic design
Research analysis
Trend forecasting
Merchandise planning and buying
For this assignment, I chose to create a boutique for Afro Nation. Afro Nation is the world's largest Afrobeats festival, held annually for three days. Besides Afrobeats, the festival is also home to sounds of Amapiano, Afro House, Dancehall, Hip Hop, and R&B. Its origins are on Praia de Rocha in Portimao, Portugal, but has recently expanded to Puerto Rico, Ghana, and Miami.
What is Afro Nation?
The Process
1 . define the brand
I then compared the boutique to other brands at different price points like Skims, Auguabendita, and Loveshack Fancy.
To find the perfect brand positioning, I compared Afro Nation as a festival to others in its category, such as Rolling Loud, Ultra, and Coachella.
2 . Build Customer Profiles
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Flora is a 21-year-old student living in southern Europe whose main income source is from her parents. She enjoys traveling on breaks between semesters, exploring nightlife in different cities, and visiting local art exhibitions. She looks forward to seeing Wizkid, Arya Starr, and Rema at Afro Nation.
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Daniel is in his late 20s and is a software engineer. He has attained a bachelor’s degree, has no children, and lives in South Africa. He enjoys spending time at the gym, attending seminars, and gaming. He looks forward to seeing Burna Boy, 50 Cent, and Asake at Afro Nation.
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Connie is in her late 20s and is a real estate agent with a passion for content creation. She has obtained her bachelor’s degree and has no children. She lives in the United States and enjoys trying new foods with her friends and anything to do with the beach. She looks forward to seeing Yemi Alade, Beenie Man, and Machel Montano at Afro Nation.
3 . Research Trends
Men's Micro Trends
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Men's Micro Trends *
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Skating was recently added to the Olympics, so skater swim shorts have appeared. Classic skater aesthetics and retro elements are sure to be seen.
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The beach hoodie captures the current wave of meaningful travel, nomadic adventures, and taking it easy.
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Athletic swim trunks take inspiration from activewear quick-dry, sweat-wicking, and comfort stretch qualities.
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Y2K-inspired sunglasses provide nostalgia and a familiar essence of suave.
Women's Micro Trends
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Women's Micro Trends *
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Denim is a classic festival favorite and serves as an unexpected swim fabric.
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Metallic swim sets are trending post-pandemic to show freedom and self-expression.
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The popular pearl necklaces are meeting their oversized iterations and drawing attention.
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Step away from minimalism and into maximalism with Kidult jewelry.
Macro trends
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Macro trends *
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The sarong is an easy-wear wrap design that makes for quick beach or post-swim styling. Longer lengths can give a more modest feel.
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Vacation recall, deep dive, heatwave blur, and wiggling waves are all timeless prints as they remind wearers of the ocean, vacation, and summertime.
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The sheer shirt is a summer vacation staple for men, along with linens.
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The bucket hat silhouette remains relevant and has found its way to the beach in different fabrics.
5 . Assortment plan and budget
After conducting a comparative analysis of clothing in my intended category, I finalized my retail prices, markups, size range, and color options.
Other costs, such as structures, mannequins, staffing, storage, advertisements, and packaging, were summed up.
My average markup for merchandise is 75.8% with a projected net income of $1,591,925
The outcome
Creating the concept of this boutique taught me how to bring the world of business and creativity together to provide an accurate and persuasive pitch. I also sharpened my skills in graphic design, Photoshop, and merchandise planning.
