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TOPME FOR NORDSTROM

Angelina DiGennaro

Ali McGee

Le Xuan


TABLE OF CONTENTS •  •  •  •  •  •  •  •  •  •  • 

Nordstrom Background Info Proposal Concept Boards / Inspiration Customer Profiles SRDS Media Buy Timeline Media Buy Budget Layouts Images Photo Estimate Final Invoice


NORDSTROM PROFILE


•  Top 3 competitors: 1. Neiman Marcus Group Inc. 2. Saks Fifth Avenue, Inc. 3. Bloomingdale’s Inc. •  More than 115 stores •  Reputation for top-notch customer service


Nordstrom- HISTORY 1901 •  John W. Nordstrom opens a shoe store in Seattle with Carl Wallin, called Wallin & Nordstrom. 1923 •  Second store is opened in Seattle. 1930 •  The shoe stores are renamed Nordstrom's. 1971 •  Nordstrom Best goes public. 1973 •  Company changes its name to Nordstrom, Inc.; first Nordstrom Rack opens. 1985 •  Revenues surpass the $1 billion mark. 1995 •  The third-generation Nordstrom managers retire; non-family-member John Whitacre becomes chairman, while six fourth-generation family members become copresidents. 2000 •  Whitacre is ousted; Bruce Nordstrom is named chairman, Blake Nordstrom, president


“Nordstrom, Inc. is a leading fashion specialty retailer offering compelling clothing, shoes and accessories for men, women and children. Since 1901, we've been committed to providing our customers with the best possible service—and to improving it every day.�


PROPOSAL


•  Topshop and Topman collaboration unisex collection (TOPME) exclusively for Nordstrom –  Brand extension –  MEN AND WOMEN –  TOPSHOP TOPMAN •  Continue store-in-store set-up identical to Topshop and Topman in Nordstrom •  Increase a younger customer demographic (18-early 30s) •  Increase sales in women’s, men’s, shoes, accessories, and “other” departments


PROMOTION PLAN •  Objective- TOPSHOP and TOPMAN collaboration brand •  Strategy- TOPME will launch a 1 year advertising campaign in Spring II in order to increase brand awareness and attract a new customer base •  Tactics- TOPME will run an annual campaign in Teen Vogue, Nylon, Nylon Guys, and Paper Magazine. The magazines we chose have different readers to reach our target customer


CONCEPT BOARDS


INSPIRATION


LAYOUT INSPIRATION


CUSTOMER PROFILES


NORDSTROM'S*CUSTOMER*PROFILE Segmetation*Types/Bases Geographic* Region City*Size Population*density Climate

Illustrative*Categories U.S.* Large dense Range

Demographic*

Sociocultural*

Age Gender Household*size Income Occupation Education

30+ Female,*Male,*nonAdiscrimintory 1*to*4 $50,000+ Business*professionals Some*college*and*college*graduates

Culture Sub*culture **Religion **National*origin **Race Social*class

American*

Marital*status Psychographics

Single,*married,*and*divorced FashionAsavvy,*trend*conscious

NonAdiscriminatory American Caucasian,*African*American,*Asian,*nonAdiscriminatory Middle*to*Upper*class

Effective*and*Cognitive* Degree*of*knowledge Benefits*sought Attitude

Expert*and*novice Product*and*quality Neutral

Behavioral*

Divided Loyal Medium Current*user Credit*cards,*debit*cards Magazines,*TV,*Twitter,*blogs,*and*social*media Work,*home,*school,*travel,*and*daily*lives

Brand*loyalty Store*loyalty Usage*rate User*status Payment*method Media*usage Usage*situation


TOPSHOP*/*TOPMAN'S*CUSTOMER*PROFILE Segmetation*Types/Bases Geographic* Region City*Size Population*density Climate

Illustrative*Categories U.S.*and*Europe Large dense Range

Demographic* Age Gender Household*size Income Occupation Education

18=35 Female,*Male,*non=discrimintory 1*to*4 $15,000=50,000+ Students,*artists,*and*professionals High*school,*some*college,*and*college*graduates

Culture Sub*culture **Religion **National*origin **Race Social*class

American*and*Europe

Marital*status Psychographics

Single*and*married Creaters,*Creative*individuals

Effective*and*Cognitive*

Degree*of*knowledge Benefits*sought Attitude

Expert*and*novice Product*and*atmosphere Neutral

Behavioral*

Brand*loyalty Store*loyalty Usage*rate User*status Payment*method Media*usage Usage*situation

Divided Divided Medium Current*user Credit*cards,*cash Magazines,*TV,*Twitter,*blogs,*and*social*media Work,*home,*school,*travel,*and*daily*lives

Sociocultural*

Non=discriminatory American Caucasian,*African*American,*Asian,*non=discriminatory Middle=class,*working=class


TOPME'S-CUSTOMER-PROFILE Segmetation*Types/Bases Geographic* Region City-Size Population-density Climate

Illustrative*Categories U.S. Large Dense Range

Demographic*

Sociocultural

Age Gender Household-size Income Occupation Education

18=35 Female,-Male,-non=discrimintory 1-to-4 $15,000=50,000 Students,-artists,-and-fashion-related-indutries High-school,-some-college,-and-college-graduates

Culture Sub-culture --Religion --National-origin --Race Social-class

American

Marital-status Psychographics

Single-and-married Creaters,-Creative-individuals

Non=discriminatory American Caucasian,-African-American,-Asian,-non=discriminatory Middle=class,-working=class

Effective*and*Cognitive* Degree-of-knowledge Expert-and-novice Benefits-sought unique-pieces Attitude Neutral Behavioral*

Brand-loyalty Store-loyalty Usage-rate User-status Payment-method Media-usage Usage-situation

Divided Divided Medium Current-user Credit-cards,-cash Magazines,-TV,-Twitter,-blogs,-and-social-media Work,-home,-school,-travel,-and-daily-lives


SRDS


TEEN VOGUE- Print •  Total Subscriptions: 909,630 •  Single copy: 108,612 •  Total Circulation: 1,018,242 •  •  •  •  • 

Total Audience: 3,437,000 Median Age: 23 Gender- Female/Male: 93% / 7% Employed: 58% Currently attending college/university: 25%


TEEN VOGUE-Print SRDS


NYLON- Print •  •  •  •  •  •  • 

Total Circulation- 225,000+ Audience- Female/Male: 93% / 7% Age: 18-24 49.2% 25-34 34.9% 35+ 14.0% Median Age: 25


NYLON MAGAZINE- Print SRDS


NYLON GUYS- Print •  •  •  •  •  •  • 

Total Circulation- 100,000 Audience- Female/Male: 7% / 93% Age: 18-24 38.5% 25-34 43.4% 35+ 24.8% Median Age: 27.7


NYLON GUYS MAGAZINE- PRINT SRDS


PAPER Magazine- Print •  Monthly Readership- 650,000 •  Audience- Female/Male: 51% / 49% •  Age 18-39- 72% –  Median Age: 28

•  College educated: 94%


PAPER MAGAZINE-PRINT SRDS


MEDIA BUY TIMELINE / BUDGET


STORYBOARDS


SPRING II


SPRING II •  Promote unisex denim line •  Tie in coral •  Blue (denim), coral, black, and white color story •  Tie in floral/tropical prints


FALL I


FALL I •  Continue to promote denim (tie-in throughout the line) •  Bright vivid colors, black and white color story •  Continue with patterns


FALL II


FALL II •  Denim •  Leather •  Black, white, gray, forest green color story


SPRING I


SPRING I •  Denim –  Lighter colors/washes

•  Pastels •  Sweaters, etc.


IMAGES


PHOTO ESTIMATE


April 19, 2014 Nordstrom 1600 Seventh Avenue, Suite 2600 Seattle, WA 98101 Attn: Art Buyer

Estimate for photographic coverage of: eleven photographs shot in one day in studio in Chicago. Two models on one simple seamless background. Usage: Print advertising, international market, annual usage. ! Photographic fee Special equipment (rental) Talent (minor) (includes agency fee) Talent (adult) (includes agency fee) Prep fee (photographer) Studio (rental) Production Coordinator Hair & Makeup (includes agency fee) Stylist Stylist Assistant Digital Equipment (rental) st 1 Assistant Digital Tech Retouching fee Catering Digital Capture fee Backdrop Liability DVD (digital delivery) Misc. Total Estimate:

!

5,000.00 2,200.00 1,000.00 1,500.00 2,000.00 2,400.00 1,500.00 1,200.00 1,200.00 400.00 1,500.00 1,000.00 900.00 1,600.00 900.00 330.00 150.00 50.00 20.00 100.00 24,950.00

!

Ali!McGee!Photo! 2900!N.!Richmond!St.!Chicago,!IL!60657!214.504.6513! www.alimcgeephoto.com!


! NOTES:

!

!

Photographic fee: one day at 5,000. Special equipment (rental): as estimated. Talent (minor): one model for 4 hours at 220 per hour plus agency fee. Talent (adult): one model for 4 hours at 33o per hour plus agency fee. Prep fee (photographer) one day at 2,000. Studio (rental): one day at 2,400 per day. Production coordinator: two days at 750 per day. Hair & Makeup 4 hours at 250 per hour plus agency fee. Stylist: 4 hours at 300 per hour. Stylist assistant: 4 hours at 100 per hour. Digital Equipment (rental): as estimated. st 1 assistant: one at 1,000 per day. Digital tech: two days at 450 per day. Retouching fee: 8 hours total at 200 per hour. Catering: 9 people at 50 per person breakfast and lunch Digital Capture fee: 11 shots at 30 per shot Backgrounds/backdrops: one seamless background at 150. Liability insurance: as estimated. DVD: one for digital delivery at 20 per. Misc.: as estimated.

Ali McGee Photo 2900 N. Richmond St. Chicago, IL 60657 214.504.6513 www.alimcgeephoto.com


PLEASE SIGN AND RETURN

Name

Date

This is an estimate only. Final charges may vary. Agency/client billing procedures must be clarified in advance. Appropriate sales tax will apply. Invoice is payable upon receipt. Overdue payments shall be subject to two percent per month interest charge. The reproduction rights granted herein are conditioned upon receipt of payment in full of final invoice. Unless otherwise stated above, original photography remains the property of the photographer and must be returned immediately after use. All rights not expressly licensed to the client in writing remain the exclusive property of the photographer. Photographer reserves the right to use images for self-promotion. Unless otherwise stated above, agency/client must complete final negotiations on all talent fees. A ten percent carrying charge will be added to all talent fees billed to studio. Postponement or cancellation of project within five days is charged at full fee plus all expenses incurred. Postponement or cancellation of project within ten days is charged at one half fee plus all expenses incurred. Any shoot day which is postponed due to weather conditions with no photography shot will be billed at one half of fee plus expenses, provided the day is made up with another day of photography billable at full fee. If weather day is no made up, the fee will remain at full rate. A fifty percent deposit of total estimate, a purchase order, and a signed copy of this estimate are required upon approval of job estimate. Files will not be delivered until deposit is received.

! !

Ali!McGee!Photo! 2900!N.!Richmond!St.!Chicago,!IL!60657!214.504.6513! alimcgeephoto.com!


FINAL INVOICE


FINAL BUDGET



TOPME for Nordstrom Spring II Proposal