RoyLyn Palmer-Coleman

Creative Director

15

9

Vaughn de Heart

Your Name and Location: RoyLyn Palmer-Coleman living in Redlands, California

Brand name: Vaughn de Heart

Website - www.vaughndeheart.com

Facebook - www.facebook.com/pages/vaughndeheart

Twitter - www.twitter.com/vaughndeheart

Tumblr- http://vaughndeheart.tumblr.com/

Instagram - vaughndeheart

Flickr- http://www.flickr.com/photos/[email protected]/

Slogan: "By courage alone."

Wordmark

Logo

Style guide for logo


1. No borders should be applied.

2. The feet must be facing down.

3. The lions head must be facing left.

Logo and Wordmark

My Logo mocked up at different scales

1. T shirt

2. Button


3. Billboard

My first collection.

1. Customer Profile

Target: Males age 18-35

Nationality: First generation in the United States

Sports: Soccer

Fitness: Regularly go to the gym

Music: Beirut, Empire of the Sun, Mumford and Sons, Of Monsters and Men, Balmorhea, strong ties to international music

Communication: Probably speaks more than one language, or at least has a strong understanding of their parents native language.

Clothing brands/stores they enjoy: Zara, Zanerobe, Comme des Garcons, J. Crew, Urban Outfitters, H&M

Level of fashion knowledge: High, I imagine these males are fashion conscious and know where they can go to get cheaper items, however they are drawn to products that are limited and have a different look to them, a different style.  Vaughn de Heart offers that mainly through the use of various languages in it's products.

Foods: Very International.  Loves food from around the world and isn't afraid to try foods that are a bit out of the ordinary like susi, and may not be bold enough to try something as different as balut (baby chicken).

These items will be sold exclusively through my website www.vaughndeheart.com due to the limited nature of the items.  With this being a very small and exclusive capsule collection with only 49 items produced I believe this is the best route.  There are 49 items total and 7 of each style. One reason why the collection is so small is because this is my first venture into making long sleeved garments.  The strategy is to see how these long sleeved items sell and also which ones are more popular.  This is a test to see if long sleeved garments for Vaughn de Heart are something that can be sustained through www.vaughndeheart.com.  Also the exclusivity of this collection is quite extroardinary because very few brands have ever done a run as small as 7.  Because of this I put extra details into each garment.  I used gold foil tagging instead of my usual silver foil tags to set this collection apart.  Also each piece in the collection comes iwth a hand numbered card indicating what number piece of the collection they have received.  Also each piece comes with a special Le Magnifique drawstring back.  The collection is in all black to make the collection look very cohesive but also to draw the customer to want to collect all of the pieces.  I believe it also adds to the limited feel of the product being sold which pushes the customer to act fast.  Also when the collection is shown together it has a very impressive look.  Another reason for creating such few items is so that the people who are able to get a piece in the collection I want them to feel as though they purchased something with value, and I want those who don't get a piece of the collection to feel like they missed out on an important milestone of the brand.  The standout piece for an editorial is a shot of the entire collection.

Price Points (in USD)


T Shirt- $26.95

Tank- $25.95

Henley- $44.95

Thermal- $42.95

Pullover Hoodie $49.95

Zip Hoodie $52.95

Cardigan $54.95

The price points are a little bit higher than other garmets that are released of the same type to make the collection feel more special.  To remind them that this is a one time thing and that these pieces are a premium of the brand.

2&3. Develop your conept or theme for the collection/Merchandise your line

The Le Magnifique collection will release on black Friday at 7am. The Le Magnifique is a collection of 7 items of which only 7 were made.  “Le Magnifique” is french for “The Magnificent”  and the nickname for this collection is “The Magnificent 7″ because there are 7 items and only 7 of each made. There are 49 pieces in total.  There is a tank, a crew neck t shirt, a henley, a thermal, a pull over hoodie, a zip hoodie, and a cardigan.

This collection actually started with the zip hoodie.  I put Le Magnifique on the back and I thought I was done.  Then while I was sitting at work one day crunching numbers (I work during the day as an analyst) the idea of the magnificent 7 came to me.  I thought,  ”I’ll make 7 hoodies!”  But that didn’t seem like enough.  When I got home I got to my computer and started designing more and the idea of 7 items and making only 7 of each happened.  Then the idea of the numbered cards to give it a special feeling.  Then the idea of the gold tags, and the special drawstring bags as packaging.  


Once they sell out I will not make any more.  The collection consists of all black garments.  Each item comes inside of a special Le Magnifique black drawstring bag.  This bag cannot be purchased, it can only be acquired by buying a piece in the collection.  Also each item will come with a Le Magnifique card.  On the front of the card will be a handwritten number in gold giving the sequential order of the peice.  For example the first person to order a particular piece will receive the “1 of 7″ card, the next person will receive the “2 of 7″ card and so forth. On the back of the card is a quote explaining the collection.  Also featured in this collection are gold tagless labels instead of the traditional silver tagless labels.  And the two hoodies feature a sewn in tag.  One portion of the tag reads, “Limité à sept piéces”.  Which is french for “Limited to 7 pieces.”

The card the comes with each piece of the collection reads "Let them know, remove all doubt from their minds that you are indeed Le Magnifique." This ties into the theme and story of the brand (You can read the story here http://vaughndeheart.com/story and I have also placed it below) The story of the brand is about getting past your fear and having the courage to try new endeavours.

I created this collection because I wanted to make something different and even harder to get than the other Vaughn de Heart pieces so far.  I wanted to exercise even more details in my product and to make something even more unique and special.  The only place the collection says Vaughn de Heart is on the tag.  Also the Vaughn de Heart logo is not on any of the garments. 

The inspiration for the collection came from the question of,  “What constitutes magnificence?”  What makes something great?  Is it the design?  Is it the quality?  Is it what is associated with it?  All of these are necessary, but alone are insufficient.  What I believe constitutes true magnificence is how few there are.  What few deserve the title and how hard they are to find.  For without rarity, all the others are blown away by winds of reoccurrence.  That is Le Magnifique.

I wanted this collection to stand on its own.  I hope you will enjoy the magnificent 7.

4&5. Develop a substantial offering/Share images of your collection

Website - www.vaughndeheart.com

Facebook - www.facebook.com/pages/vaughndeheart

Twitter - www.twitter.com/vaughndeheart

Tumblr- http://vaughndeheart.tumblr.com/

Instagram - vaughndeheart

Flickr- http://www.flickr.com/photos/[email protected]/

Below are photos of other collections that I have released from Vaughn de Heart, as well as the story of the brand.

My journey into fashion was different than most. The spark that ignited the Vaughn de Heart fire was an unlikely coincidence that happened a year after I graduated from college.

In high school, I was made fun of for my bad taste in clothing. I wanted to be known for something other than my poor clothing choices, so I decided to change things. During my senior year of college in Washington state, I designed a t-shirt for the fraternity I was president of called Omicron Pi Sigma (OPS). Before I graduated, dozens of people were wearing my shirts around campus. I loved designing t-shirts and wanted to sell my designs, but the odds seemed stacked against me. Lacking the courage to begin my own brand, I dismissed the idea.

On May 22, 2009, a year after graduation, I visited a mall in southern California, over a thousand miles away from my university. While walking around the mall dressed in the shirt I had designed, I saw a person out of the corner of my eye, wearing what appeared to be that same OPS t-shirt. As I got closer, I realized it was indeed a guy wearing the OPS shirt, but I did not recognize him as a student from the university. I asked him, “Hey, where did you get that shirt?” “I bought it at a thrift store,” he said. Then I asked, “Do you know where it is from?” He replied: “No, I just liked the design, so I bought it.” I told him I was the designer and he said he wears the shirt all the time and that people regularly ask him about the design.

The unlikelihood of this event stunned me, and it was more than enough to give me the courage I needed to begin my dream. My full name being RoyLyn Le’Vaughan Palmer-Coleman, I created Vaughn de Heart to show what I always try to embody in sports, school, and life; to be of heart. Even if I don’t win or succeed, at the very least, people will know that I gave my all.
I needed courage in the beginning, something extra to push me towards the edge. What I received instead was a shove. I’ve gone from being the kid in high school who was laughed at for what he wore to the guy that sells his clothing all over the world. Welcome to courage.

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