Project Task
For our final project in the Fashion Merchandising program, my team and I are developing a full business plan for a new retail boutique in Richmond. This capstone project is a chance for me to bring together everything I’ve learned—from financial forecasting and profit & loss statements to branding, marketing, and trend research. We’re treating this like a real startup opportunity, especially since there’s a chance to win $100,000 in seed funding through a local development initiative. Throughout the semester, we’ve been collaborating closely to build a concept that meets a specific customer need, reflects a strong brand identity, and showcases our creativity and analytical skills. This project is not just a class requirement—it’s a glimpse into what launching a real business could look like after graduation.
Project Process
The process of developing masc/aura began with identifying a gap in the Richmond market for a boutique that challenges traditional gender norms in the beauty industry. My team and I started by conducting trend research, analyzing customer behavior, and exploring inclusive beauty movements. From there, we defined our target audience and built a brand identity that celebrates fluidity, confidence, and self-expression. I contributed to the visual branding, marketing strategy, and store concept, while also helping shape the financial projections and buying plan. Throughout the semester, we refined each section of our business plan based on class feedback and peer collaboration. Our goal was to create a concept that felt both bold and thoughtful—an inclusive space where style is not defined by gender but by aura.
Skills
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Skills •
Adobe Photoshop, Adobe Illustrator, Adobe Dimension, Adobe Express, Brand Strategy, Graphic Design, Collaboration, and Presentation.
Outcome
The outcome of the masc/aura project was a fully developed business plan for masc-presenting women makeup boutique in Richmond. Throughout the semester, my team and I created a concept that merges minimalism with bold self-expression, offering products that defy traditional gender categories. I focused heavily on brand strategy, graphic design, and slide presentation to ensure the brand identity felt both modern and authentic. We also conducted trend research and created detailed financial projections to support the business model. In the end, our final plan clearly reflected our vision for masc/aura as a safe and empowering retail space for all. This project not only sharpened my creative and analytical skills but also gave me a clearer direction for my future in beauty and brand development.
Shark Tank presentation upon request.