1. Duke
Sarah Muller, Ashanti Powell, Shazia Siddiqi
Urban Man
Autumn/Winter 2017
Delivery Date
MDSE 3250 Apparel Line Project

2. Business Plan
● Duke
● Duke by Duke
● Duke is a company that values its
customers and takes into
consideration quality as well as
affordability when producing
products. It is a company that holds
every product to the standards our
customers expect and .
● Menswear
● Regular and Big & Tall Size Ranges
○ 36-56
○ XB-3XB
○ LT-3XLT

3. The Duke customer is a man in his 20’s to early 40’s that
cares about his appearance and how it can affect how people
interact with him. He is a man who enjoys the professional
setting in the workplace, as well as, the casual and exciting
nightlife. Which means he needs garments that will
seamlessly transition between both settings. He admires
fashionable, modern and unique pieces that set him apart
from his colleges and friends, but each garment is bought for
practicality. He does not like the hassle of taking a long time
to shop for what he needs, but rather likes the “on-the-go”
ease of shopping. He also enjoys buying items all together in
coordinating sets to make pairing items together an easier
task. He values the quality as well as the versatility of his
garments to insure that they can be used repeatedly without
becoming worn or tired looking. If he is not shopping here at
Duke is shopping at Express, JcPenney, or Topshop. Once
he moves up the corporate ladder he will be able to afford
retailers like Ralph Lauren.
Target Market Profile

5. “ This Kent sport coat nods to time-honored
Neapolitan tailoring, with soft shoulders and a
partial lining. Featuring fine italian craftsmanship,
and the elegant style is tailored from a sumptuous
blend of wool and cashmere.”
Details:
Size 40R has a 30¼" front body length, a 29¾" back body length, and a 17¾"
sleeve inseam. Back body length is taken from the center back of the
neck.
Notched lapels. Contrasting undercollar. Two-button silhouette.
Unfinished cuffs.
Left chest welt pocket. Right hip ticket pocket. Two front waist flapped pockets.
Two interior chest pockets.
Double vent. Lined at the sleeves and the back yoke.
Shell: 53% wool, 47% cashmere. Lining: 100% cupro.
Dry clean.
Made in Italy.
Analysis of Selected Garment
The target market for the Purple Label Ralph Lauren brand loves the
image of luxury, and loves the best quality in tailored suiting. The
Ralph Lauren Purple Label sell at price points in the upper-end or
luxury ranges in premier retailers. The Company distributes this
collection in less than 100 U.S. and international stores. This means
that the target customer gets exclusivity to this particular brand inside
of the Ralph Lauren name. The Purple label has added sportswear
suiting to the collection, and we want to implement that into our line
for the A/W 2016 for Duke. In order to knock this sport coat off we
have to evaluate the textiles, functionality, and Findings and Trims in
order to get it to price point of the Duke target customer.
The changes that will occur to the luxury wool and cashmere sports coat that Ralph Lauren
created to fit the price point of our moderate brand will be as follows:
→ Textile: Instead of the Wool/Cashmere blend, The textile used for the knocked off coat will
be a Wool/Polyester blend fabric to keep the coat affordable and still be able to present
durability for the Duke customer.
→ Lining: Instead of the Cupro lining used for the luxury sports coat, we will use a Acetate
fabric to keep the coat affordable and still be able to present durability for the Duke customer
→ Buttons: To Keep with the fashion trends that we will be presenting to the Duke customer,
we will use matte wood buttons instead of the marble sheen buttons that Ralph Lauren uses
for their sports coat.

6. Apparel Line
.
.. .

7. Sports Coat
Duke, Autumn/Winter 17, the Urban Man
This blazer has a two button closure with two flap
hand pockets on one side and one on the other all
fully lined. There is a welt breast pocket on the
top left of the blazer near the modern slim
notched collar. The blazer is two toned with a
contrast between the lining and the outer shell.
Wool and Polyester blend outer shell and Acetate
Lining.
Dry clean only and do not use bleach
$96.69

8. Trouser
Duke, Autumn/Winter 17, the Urban Man.
These trousers sport a slim leg and are more of an everyday
type of pant. This is a staple garment seen in the closets
of all of our customers. These pants have large slant
pockets in a contrasting color that coordinates with the
Blazer. There is a hidden hook and button closure with
zip fly.
Cotton/Polyester/Spandex
Machine Wash on cold, dry on delicate/air dry or dry clean.
Do not use bleach.
the suggested retail value (state in whole numbers)

9. Cuffed Trouser
Duke, Autumn/Winter 17, the Urban Man.
This is our more fashion forward pant that includes a hidden
hook and button closure with a zip fly.The garment also
has deep slant pockets and a slimmer leg. The blind stich
cuffs are in a contrasting color that again coordinates with
the blazer to make coordinated set that looks polished and
professional as well as fashionable.
Polyester/Wool/Spandex
Machine Wash on cold, dry on delicate/air dry or dry clean. Do
not use bleach.
the suggested retail value (state in whole numbers)

10. Basic Shirt
Duke, Autumn/Winter 17, the Urban Man
This is our basic shirt with neutral solid colorways. It has a
modern slim spread collar with a front facing button
placket. The shirt also has adjustable cuffs that are the
same color as the shirt. This garment is any easy option for
the man on the go. It pairs well with any garment and the
style is classic as well as versatile. This shirt can go from
day to night seamlessly.
Cotton/Polyester
Machine wash on cold or Dry clean. Do not use bleach.
the suggested retail value (state in whole numbers)

11. Paneled Shirt
Duke, Autumn/Winter 17, The Urban Man
This mord spread collared shirt is a nice addition to
any man's wardrobe. It is fashion forward
without being too crazy and will be perfect for
any setting. There are adjustable cuffs as well as
paneled sections that gives the shirt a more
polished feel.
Polyester/ Cotton Blend
Machine wash on cold or Dry clean. Do not use
bleach.
the suggested retail value (state in whole numbers)

12. Garment 6
Duke, Autumn/Winter 17, The Urban Man
description and features
Cotton/Polyester Blend
Machine wash on cold or Dry clean. Do not use
bleach.
the suggested retail value (state in whole numbers)