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

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

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. I then compared the boutique to other brands at different price points.

While researching, I found that people who attend Afro Nation are both men and women and can be as young as 18 or as old as 29. Their income is over $80k and will travel from Africa, the Americas, and the Caribbean.

Both macro and micro trends were taken into consideration for the making of this boutique. The trends were analyzed and then made into mood boards. The other two mood boards can be found in the complete slide deck below.

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.

My average markup for merchandise is 75.8% with a projected a 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.