The August Book 2014

Menswear Style Savvy Catalog

Sarah Janssen Marketing Studio: Menswear

June 9, 2014

The Style Conscious Man August 2014 Style Savvy This issue is all about the style conscious man. With the arrival of fall, men are prepared to elevate their looks, dress to impress, and stop anyone in their tracks with their downright style splendor. This catalog will emphasize the season’s biggest trends that are sure to make every man stand out from his surroundings. In the following pages, you will find an overview of Mario’s current target market as well as the introduction of a new market, the creative concept behind the theme and the three stories, tear sheets, and product images to be displayed in the 2014 fall catalog.   Strategy Mario’s customers want to be on point when it comes to style. . Summer is past and now customers are turning to Mario’s as the style bible for fall. These men are in the professional industry and want an easy transition into the cooler months. There will also be ceremonies to attend, soirees to mingle at, and other events that will require dressing to the nines. This catalog will offer them the realm of fall fashion trends, which will help the Mario’s man to exude himself fashionably and to dress impeccably for the season. The book will drop on August 18, 2014, which is an appropriate time due to the onset of the new season and the introduction of fall fashion trends.

Demographics Current

Style: timeless, classic, functional, on trend Age: 35-60 Education: bachelors degree + Occupation: marketing, accounting, management, office Income: $75,000+ Introductory: Hardy Amies

Style: fashion forward, modern, functional, cool Age: 25-40 Education: associates degree + Occupation: sales, office, marketing, management Income: $50,000+ Circulation: 600 (200/store)

Creative Concept Man is making his biggest statement ever this season – embracing color, playing with patterns and prints, and looking for statement pieces. He is aware that everyone in the room is watching him and he knows how to win the crowd over with his good looks – Mario’s fall 2014 catalog demonstrates how. The following three stories in this book will define the style conscious man: his eye for color, knack for patterns and prints, and attention to detail. After all, he is style savvy.

Story 1: Color Theory Objective: To introduce the colors of the season to Mario’s customers. The three dominant colors for fall 2014 are chocolate brown, striking orange, and alluring blue. Each color has an emotion, a feeling, and a character that men can relate to and identify with. Calm and collected, energized and vibrant, steadfast and confident are ways to describe the Mario’s man. The next few pages will explore this in detail. Story 2: Prints and Patterns Objective: To showcase the print and pattern trends to Mario’s customers. Say “au revoir” to floral prints, graphics designs, and geometric patterns from summer. This season will step into gear with charming checks, playful plaids, and solid stripes. There is something unique about these design elements that make a man more noticeable and striking in appearance. The following page will invoke, inspire, and encourage men to embody these trends. Story 3: The Spec Sheet Objective: To present key accessories for fall 2014 to Mario’s customers. There are several details to watch out for this season in menswear and those include: ankle boots, scarves, and leather handbags. Every Mario’s man wants to have “that” item which will complete their look. It could be a warm and inviting scarf around the neck, a practical yet statement handbag, or a pair of weather ready ankle boots that takes their look to a whole new level.