Page 1

VERVE ASHLEY COTA SPRING 2014


TABLE OF CONTENTS Page 3: Executive Summary Page 4: Company Mission and Vision Statement Page 5: Social Responsibility Partnership Page 6: Customer Profile Page 7: Customer Narrative Page 8: Inspiration Page 9: Group Overview Page 10: Assortment/Classification Page 11: Assortment Master Page Page 12-21: Cost Developement Page 22-24: Line Sheets Page 25: Brand Identity/Competitive Edge Page 26: Retail Partnership Page 27: Production Calendar Page 28: Purchase Order Page 29: Purchase Invoice Page 30: Sales Projection Page 31: Sales Projection Master Page Page 32: Floor Plans Page 33: Budget for Marketing Plan Page 34-43: Marketing Events Page 44-50: Press Kit

Page 51-54: PowerPoint Presentation Slides Page 55: Bibliography


EXECUTIVE SUMMARY All fashion creates an emotion, whether it is positive or negative. For example, allowing a woman to feel powerful physically and consciously by creating stimulating and alluring garments. The Verve customer is a woman who does it all – and the Verve brand addresses the lifestyle and needs of such women. Our line is a ready-to-wear, casual sportswear collection that represents a much stronger character. She is proud of her body and comfortable with body-conscious clothing. With this contemporary collection, we want to allow our customer to become the powerful, active woman she has always dreamed to be. Our brand was inspired by the innovative textile – celliant – that can absorb and store electromagnetic (energy) emissions from the human body and release them so they are reabsorbed into the skin and deep muscle tissue. Researching this fabrication, we discovered that it is possible for garments to dispense energy and rejuvenate the wearer. While the price point of this performance fabric may be prohibitive for the client, we wanted to design garments that could still offer the same positive sensation through the use of color, style-lines, fit and fabrics. Verve consists of many stretch fabrics, such as spandex blends, double knits, and novelty knits to achieve a form-fitting silhouette that mimics high performance wear and makes the wearer feel secure and confident. Overall the collection is still comfortable and variable in the way the separates can be individually styled and mixed and matched of my designs are. The colors are bright and vibrant – making this spring 2014 ready-to-wear, sportswear collection enhanced and fully charged, making the wearer feel completely energized.

3


COMPANY MISSION STATEMENT Our mission is to create functional, ready-to-wear garments with excellent quality and a contemporary design aesthetic. Our high speed products allow a woman to feel powerful, physically and consciously, by creating stimulating and alluring garments with a responsive textile called celliant. Celliant absorbs and stores the electromagnetic (energy) emissions from the human body and releases them where they are reabsorbed into the skin and deep muscle tissue.

VISION STATEMENT It is our vision to be the leading American fashion designer for accessories and sportswear. Polished, sleek, and sophisticated are words to describe our sportswear brand with a rejuvenated attitude. As a company, we want to help women to become that figure they have always dreamed to be at a moderate budget. Our lifestyle-driven company embraces the highest standards of creativity, quality, technology, and human resources.

4


SOCIAL RESPONSIBILITY PARTNERSHIP

The American Diabetes Association is leading the fight to Stop Diabetes and its deadly consequences and fighting for those affected by diabetes. The Association funds research to prevent, cure and manage diabetes; delivers services to hundreds of communities; provides objective and credible information; and gives voice to those denied their rights because of diabetes.

5


CUSTOMER PROFILE Geographic Segmentation Region North, east, west City Size 50,000+ Population Density Urban, suburban Climate Temperate, hot Demographic Segmentation Age 19-37 Gender Female Household Size 1 or more persons Income Over 25,000 Occupation Professional, sales, service, Education Some college or more Sociocultural Segmentation Culture American, European, South American Sub Culture Contemporary Religion Catholic, Baptist, Jewish, Buddhist, other National Origin Italian, French, Canadian, English Race Oriental, African-American, Caucasian Social Class Upper-class, middle-class, working-class Marital Status Single, married, divorced Psychographics Strivers, achievers Affective and Cognitive Segmentation Degree of Knowledge Expert, novice Benefits Sought Convenience, economy, prestige Attitude Positive, neutral Behavioral Segmentation Brand Loyalty Divided Store Loyalty Divided Usage Rate Medium, heavy User Status Current user, potential user Payment Method Credit card Media Usage Social media, TV, magazines, newspapers Usage Situation Work, home, vacation, social events, leisure activities

6


CUSTOMER NARRATIVE Meet Scarlett Miller: Scarlett is 28 years old and is married to Christopher Miller, who is 37. The couple recently celebrated their five-year anniversary and purchased a four bedroom home in Malibu, California. Scarlett is the owner of a small, but successful, interior design company and her husband, Christopher, is the Vice President of Sales for a Company in Camarillo, California. They have a household income of approximately $180,000. A typical day in the life of Scarlett Miller would consist of her waking up next to her husband at 6:00am. She heads down stairs to start a pot of coffee and to prepare a scotch egg for her husband and herself for breakfast. Scarlett and Chris eat fairly healthy – they eat and live the Paleo lifestyle. Christopher wakes up at 6:30am and begins getting ready for work. After seeing her husband off to his job, Scarlett heads to the basement to the small work-out room. She works her arms, abs, legs, and does some cardio. 45 minutes later, Scarlett hops into the sauna and relaxes. As one can see, the 28 year old is very active and enjoys her daily fitness routine. Scarlett is very comfortable with her body and loves to show it off; therefore, she delights in wearing very body conscious clothing. 8:00am, Scarlett returns up stairs to shower and get ready to start her day. Scarlett leaves the house by 10am, coffee and lunch in hand, to head to her office. Mrs. Miller doesn’t have too much on the agenda for today, except for a couple of meetings with some new clientele. Her work day comes to a close at about 5:15pm. She heads home to freshen up and change her clothes – It’s date night with her hubby at their favorite restaurant, Sake. Because Christopher travels quite often, the couple makes as much time for each other as possible. She absolutely loves getting dressed up and going to high profile social events with him when he is home. For these social events, Scarlett usually wears outfits by her favorite designers and brands, such as Michael Kors and Fendi. When Mr. Miller is out of town, Scarlett is also fond of spending time at the beach, reading a Vogue or Cosmo magazine, shopping at Bloomingdales, and most definitely dining and drinking with her girlfriends. Overall, the Millers love life, love to travel, and hope to have children someday. 7


8


GROUP OVERVIEW

#2111

#2131-01

#2112

#2121

#2132

#2141-03

#2122

#2143-02

#2123-05

#2151

9


CLASSIFICATION PAGE 1.

2.

3.

4.

Year 1. 2013 2. 2014 3. 2015 4. 2016 Season 1. Spring 2. Summer 3. Fall 4. Winter Class 1. Tops 2. Bottoms 3. Outerwear 4. Dresses 5. Jumpsuit Subclass 1. Tops 1. Sleeveless 2. Short Sleeve 2. Bottoms 1. Skinny Pant 2. Low Crotch Pant 3. Skirt

3. 1. 2. 4. 1. 2. 3. 5. 1. 6. 1. 2. 3. 4. 5. 6. 7. 8.

Outerwear Blazer Jacket Dresses Short Mid-calf Long Jumpsuit Low-crotch Color Black Beige Blue Gray Gold Silver Orange Multicolor

10


MASTER PAGE 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.

Paneled Dress - #2141-03 Ribbed Pants - #2121 Low Crotch Jumpsuit - #2151 Ribbed Skirt - #2123-05 Paneled Blazer - #2131-01 Low Crotch Pant - #2122 Paneled Shoulder Top - #2112 Jacket - #2132 Paneled Maxi - #2143-02 Paneled Halter Top - #2111

11


COST DEVELOPMENT Date: 2/25/2013

Style # :

2111

Sizes: 2-12

Season:

SS 2014

Colors: Beige, Blue, Gray, Gold, Silver

Wholesale:

$73.00

Sug. Retail:

$146.00

Product Description: Women's paneled halter top

MATERIAL Solid Metallic Black Solid Faux Leather

YARDS

PRICE

1 yd

$12/yd

$12.00

1/2 yd

$14/yd

$7.00

TOTAL MATERIAL COST TRIMMINGS Fusing Label

TOTAL TRIMMING COST

LABOR

AMOUNT

PRODUCT SKETCH

19 QTY

PRICE

1/2 yd

$2.5/yd

AMOUNT $1.25

1

$0.20

$0.20

1.45

AMOUNT

Cutting

$3.50

Labor

$8.50

Marking

$1.00

Payroll Tax & Health

$1.75

Trucking

$1.00 Swatch

TOTAL LABOR COST

TOTAL COST OF PRODUCT:

15.75

36.2

12


COST DEVELOPMENT Date: 2/25/2013

Style # :

2112

Sizes: 2-12

Season:

SS 2014

Colors: Black, Gold, Blue, Silver, Beige

Wholesale:

$69.00

Sug. Retail:

$138.00

Product Description: Women's paneled shoulder top

MATERIAL Solid Knit Black Solid Faux Leather

TOTAL MATERIAL COST TRIMMINGS Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

YARDS PRICE 1 yd $14/yd 1/4 yd $14/yd

AMOUNT $14.00 $3.50

PRODUCT SKETCH

17.5 QTY PRICE AMOUNT 1/4 yd $2.5/yd $0.62 1 $0.20 $0.20

0.82

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

34.07

13


COST DEVELOPMENT Date: 2/25/2013

Style # :

2121

Product Description: Women's ribbed pant

Sizes: 2-12

Season:

SS 2014

Colors: Black, Brown, Plum

Wholesale:

$116.00

Sug. Retail:

$232.00

MATERIAL Black Solid Double Knit

YARDS PRICE AMOUNT 2 1/4 $18/yd $40.50

TOTAL MATERIAL COST

40.5

TRIMMINGS Zipper Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

QTY 1 1

PRODUCT SKETCH

PRICE AMOUNT $1.50 $1.50 $0.20 $0.20

1.7

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

57.95

14


COST DEVELOPMENT Date: 2/25/2013

Style # :

2122

Product Description: Women's low crotch pant Sizes: 2-12

Season:

SS 2014

Colors: Black, Plum, Yellow

Wholesale:

$110.00

Sug. Retail:

$220.00

MATERIAL Solid Suiting Black Solid Faux Leather

YARDS PRICE AMOUNT 1 1/2 $14/yd $21.00 1 yd $14/yd $14.00

TOTAL MATERIAL COST TRIMMINGS Zipper Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

PRODUCT SKETCH

35 QTY

PRICE AMOUNT 1 $1.50 $1.50 1 $2.5/yd $2.50 1 $0.20 $0.20

4.2

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

54.95

15


COST DEVELOPMENT Date: 2/25/2013

Style # :

2123-05

Sizes: 2-12

Season:

SS 2014

Colors: Gold

Wholesale:

$135.00

Sug. Retail:

$270.00

Product Description: Women's ribbed skirt

MATERIAL Solid Metallic Lining

YARDS PRICE AMOUNT 1 3/4 $12/yd $21.00 1 1/2 $18/yd $27.00

TOTAL MATERIAL COST

TRIMMINGS Zipper Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

PRODUCT SKETCH

48

QTY

PRICE AMOUNT $2.50 $2.50 1/4 yd $2.5/yd $0.63 1 $0.20 $0.20 1

3.33

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

67.08

16


COST DEVELOPMENT Date: 2/25/2013

Style # :

2131-01

Sizes: 2-12

Season:

SS 2014

Colors: Black

Wholesale:

$170.00

Sug. Retail:

$340.00

Product Description: Women's paneled/ribbed blazer

MATERIAL Solid denim Lining

YARDS PRICE 2$14/yd 2$18/yd

TOTAL MATERIAL COST TRIMMINGS Zipper Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

AMOUNT $28.00 $36.00

PRODUCT SKETCH

64 QTY

PRICE AMOUNT 1 $2.50 $2.50 1$2.5/yd $2.50 1 $0.20 $0.20

5.2

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

84.95

17


COST DEVELOPMENT Date: 2/25/2013

Style # :

2132

Sizes: 2-12

Season:

SS 2014

Colors: Beige, Gray

Wholesale:

$133.00

Sug. Retail:

$266.00

Product Description: Women's jacket

MATERIAL Solid Denim Black Solid Faux Leather

YARDS PRICE AMOUNT 2 $14/yd $28.00 1 1/4 $14/yd $17.50

TOTAL MATERIAL COST TRIMMINGS Zipper Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

PRODUCT SKETCH

45.5 QTY

PRICE AMOUNT 1 $2.50 $2.50 1 yd $2.5/yd $2.50 1 $0.20 $0.20

5.2

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

66.45

18


COST DEVELOPMENT Date: 2/25/2013

Style # :

2141-03

Product Description: Women's blue/black metallic mini dress Sizes: 2-12

Season:

SS 2014

Colors: Blue

Wholesale:

$157.00

Sug. Retail:

$314.00

MATERIAL Metallic/polyester Solid Faux Leather/ Vinyl Black Misc Lining

YARDS PRICE 1 3/4$12/yd 1/2 yd $14/yd 1 3/4$18/yd

TOTAL MATERIAL COST TRIMMINGS Zipper 9" Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

AMOUNT $21.00 $7.00 $31.50

PRODUCT SKETCH

59.5 QTY

PRICE AMOUNT 1 $2 $2 1/4 yd $2.5/yd $0.63 1 $0.20 $0.20

2.83

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

78.08

19


COST DEVELOPMENT Date: 2/25/2013

Style # :

2143-02

Sizes: 2-12

Season:

SS 2014

Colors: Beige

Wholesale:

$143.00

Sug. Retail:

$286.00

Product Description: Women's paneled maxi dress

MATERIAL Solid Suiting Black Solid Faux Leather

YARDS PRICE AMOUNT 2 1/4 $18/yd $40.50 3/4 $14/yd $10.50

TOTAL MATERIAL COST TRIMMINGS Zipper Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

PRODUCT SKETCH

51 QTY

PRICE AMOUNT 1 $2.50 $2.50 3/4 yd $2.5/yd $1.87 1 $0.20 $0.20

4.57

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

71.32

20


COST DEVELOPMENT Date: 2/25/2013

Style # :

2151

Product Description: Women's low crotch jumpsuit Sizes: 2-12

Season:

SS 2014

Colors: Orange, Black, Copper Metallic

Wholesale:

$184.00

Sug. Retail:

$368.00

MATERIAL Solid Jersey Solid Solid Suiting

YARDS PRICE 1 1/4$8/yd 2 1/2$25/yd

TOTAL MATERIAL COST TRIMMINGS Zipper Fusing Label

TOTAL TRIMMING COST

LABOR Cutting Labor Marking Payroll Tax & Health Trucking

AMOUNT $10.00 $62.50

PRODUCT SKETCH

72.5 QTY

PRICE AMOUNT $2.50 $2.50 1/4 yd $2.5/yd $0.63 1 $0.20 $0.20 1

3.33

AMOUNT $3.50 $8.50 $1.00 $1.75 $1.00 Swatch

TOTAL LABOR COST

15.75

TOTAL COST OF PRODUCT:

91.58

21


LINE SHEETS VERVE Apparel – Tops, Pant Spring 2014 Delivery: 12/30

Paneled Halter Top Style #: 2111 Blue Size: 2-12 W $73.00 / R $146.00

Paneled Shoulder Top Style #: 2112 Gold Size: 2-12 W $69.00 / R $138.00

Ribbed Pant Style #: 2121 Black Size 2-12 W $116.00 / R $232.00 22


Low Crotch Pant Style #: 2122 Gray Size: 2-12 W $110.00 / R $220.00

Paneled Skirt Style #: 2123 Gold Size: 2-12 W $135.00 / R $270.00

Paneled Blazer Style #: 2131 Black Size: 2-12 W $170.00 / R $340.00 23


Jacket Style #: 2132 Gray Size: 2-12 W $133.00 / R $266.00

Paneled Dress Style #: 2141 Blue Size: 2-12 W $157.00 / R $314.00

Paneled Maxi Style #: 2143 Beige Size: 2-12 W $143.00 / R $286.00

Low Crotch Jumpsuit Style #: 2151 Orange Size: 2-12 W $184.00 / R $368.00 24


BRAND IDENTITY

25


RETAIL PARTNER LOCATION NEW YORK  SOHO CALIFORNIA  BEVERLY CENTER  SOUTH COAST PLAZA FLORIDA  THE FALLS, MIAMI

26


PRODUCTION CALENDAR SEASON/YEAR: SPRING 2014 MONTH STEP 1

APRIL

MAY

JUNE

JULY

AUG.

SEPT.

OCT.

NOV.

DEC.

JAN.

FEB.

MARCH

Trend research

STEP 2

Design process

STEP 3

Swatch & samples

STEP 4

Early production, retail orders

STEP 5

Production begins

STEP 6

Production continued…

STEP 7

Production continued… in-store promotions

STEP 8

Shipping period

STEP 9

Event 1: Facebook give-away

STEP 10

Shipping continued…

STEP 11

Store set up

STEP 12

Track retail selling, plan for next season

27


PURCHASE ORDER VENDOR NAME VEN # DEPT SEASON BEGIN SHIPPING COMPLETE

VERVE 114-1469 WOMENS CONTEMPORARY SPRING 2014 10-DEC 1-FEB

______________ NEW ORDER

Style #

Description

2111 PANELED HALTER TOP

Color

SHIPPED: ______________ ORDINARY

2

4

6

8

10

12 TTL Units Wholsale Retail

TWS

TR

03 - BLUE

3

4

4

4

3

2

20 $ 73.00 $ 146.00 $ 1,460.00 $ 2,920.00

2112 PANELED SHOULDER TOP 05 - GOLD

3

3

4

4

3

3

20 $ 69.00 $ 138.00 $ 1,380.00 $ 2,760.00

2121 RIBBED PANT

01- BLACK

3

4

4

3

2

2

18 $ 116.00 $ 232.00 $ 2,088.00 $ 4,176.00

2122 LOW CROTCH PANT

04 - GRAY

3

4

4

3

2

1

17 $ 110.00 $ 220.00 $ 1,870.00 $ 3,740.00

2123 PANELED SKIRT

05 - GOLD

4

4

5

5

4

3

25 $ 135.00 $ 270.00 $ 3,375.00 $ 6,750.00

2131 PANELED BLAZER

01 - BLACK

3

3

4

4

4

2

20 $ 170.00 $ 340.00 $ 3,400.00 $ 6,800.00

2132 JACKET

04 - GRAY

2

3

4

4

4

3

20 $ 133.00 $ 266.00 $ 2,660.00 $ 5,320.00

2141 PANELED DRESS

03 - BLUE

3

3

3

3

2

1

15 $ 157.00 $ 314.00 $ 2,355.00 $ 4,710.00

2143 PANELED MAXI

02 - BEIGE

3

4

3

2

2

1

15 $ 143.00 $ 286.00 $ 2,145.00 $ 4,290.00

3

5

5

4

2

1

20 $ 184.00 $ 368.00 $ 3,680.00 $ 7,360.00

2151 LOW CROTCH JUMPSUIT 07 - ORANGE GRAND TOTAL

190

$24,413.00 $48,826.00

28


PURCHASE INVOICE

VERVE 618 S. Michigan Ave. Chicago, IL 60605

Date 5/13/2014

Bill To:

Ship To: Bloomingdales 504 Broadway New York, NY 10012 212-729-5900

P.O. Number Terms 1612 3/10, n/30 FOB Factory Quantity

Invoice # 17892

Rep Acota (937)216-5224

Style # 20 20 18 17 25 20 20 15 15 20

Ship 10-Dec Description

2111 PANELED HALTER TOP 2112 PANELED SHOULDER TOP 2121 RIBBED PANT 2122 LOW CROTCH PANT 2123 PANELED SKIRT 2131 PANELED BLAZER 2132 JACKET 2141 PANELED DRESS 2143 PANELED MAXI 2151 LOW CROTCH JUMPSUIT

Grand Total

Bloomingdales 504 Broadway New York, NY 10012 212-729-5900

Via Truck

Label/ Brand

F.O.B. Store Price Each $146.00 $138.00 $232.00 $220.00 $270.00 $340.00 $266.00 $314.00 $286.00 $368.00

Verve Total Amount $2,920.00 $2,760.00 $4,176.00 $3,740.00 $6,750.00 $6,800.00 $5,320.00 $4,710.00 $4,290.00 $7,360.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $0.00 $48,826.00

29


SALES PROJECTION Introduction - 4 wks Product TOPS DRESSES SKIRTS JUMPSUITS PANTS JACKETS Total

Units 40 30 25 20 35 40 190

Sold 14 11 7 5 15 15 67

On Hand 26 19 18 15 20 25 123

Maintanence - 3 wks Product TOPS DRESSES SKIRTS JUMPSUITS PANTS JACKETS Total

Units 26 19 18 15 20 25 123

Sold 9 5 4 3 10 6 37

On Hand 17 14 14 12 10 19 86

Clearance - 3 wks Product TOPS DRESSES SKIRTS JUMPSUITS PANTS JACKETS Total

Units 17 14 14 12 10 19 86

Sold 8 3 5 4 6 5 31

On Hand 9 11 9 8 4 14 55

30


SALES PROJECTION MASTER PAGE

INTRODUCTORY – 4 WKS 35% BEGINNING ON HAND SALES ENDING ON HAND

190 67 123

MAINTENANCE – 3 WKS BEGINNING ON HAND SALES ENDING ON HAND

30% 123 37 86

CLEARANCE – 3 WKS BEGINNING ON HAND SALES ENDING ON HAND

35% OFF 86 31 55

31


FLOOR PLANS

32


BUDGET FOR MARKETING PLAN OVERALL BUDGET Total Retail Sales = $48,826 x 4 Stores = $195,304 Budget = $195,34 x .05 = $9,765

40% Introductory

$3,906.00

Event 1 Event 2

35% Maintenance

$3,417.75

Event 3

25% Clearance Event 4

$2,441.25

EVENT Event 1: Facebook Page Event 2: Trunk Show Launch Event 3: Treasure&Bond Event 4: Clearance Survey

TOTAL AMOUNT SPENT $437.50 $3,306.00 $2,289.00 $300 TOTAL $6,332.50

Money saved: $3,432.50

33


MARKETING EVENTS EVENT 1: FACEBOOK PAGE GIVE-AWAY OBJECTIVE To bring brand awareness to Verve, as well as showcase our inventory, encourage purchase while gaining local and nationwide attention. STRATEGY In order to bring brand awareness to our product, as well as showcase our inventory and gain local and nationwide attention, we will create a Facebook page detailing all of these listed categories. The Facebook page allows for a wider audience to view our collection and hopefully purchase our products. A give-away post will be available as well. TACTIC Once the Facebook page is created, it will feature a post showcasing our line. The photos in the post will be self-staged before we open for business. The post will also consist of the “share” option by persons who “like” our page. When someone shares our line, his or her name will automatically be entered into a drawing or raffle. The name chosen will be the winner of our promotional Verve socks, which also consists of our technology fabrication, celliant. There will be a total of 50 winners. The budget cost will include the manufacturing cost to make extra product that would not already be available from our existing store inventory. We will gain likes and attraction to our Facebook page by being promoted through our personal sites and Bloomingdales Facebook page, as our line will be showcased in their store. The Facebook page will constantly be updated for fresh information and marketing promotion. This event, or promotion, will help gain excitement and familiarization with our brand and products before store opening. COMPLETION DATE 12/20 EVALUATION The evaluation will be conducted by the number of shares, which we will be notified via Facebook whenever anyone shares our links. The winners of the promotional Verve socks will also have their names put into our customer database.

34


EVENT 1: FACEBOOK PAGE GIVE-AWAY BUDGET BREAKDOWN BUDGET The Facebook page set up is free. The overall budget for this event will include enough funds to have extra merchandise made as a give-away. Fifty pairs of Verve brand socks will be the products given away. COST BREAKDOWN (50) Verve brand socks: Manufacturing cost = $4.00 x 50 = $200.00 Packaging: $62.50 Shipping Costs: $175.00 TOTAL = $437.50

35


EVENT 2: TRUNK SHOW OBJECTIVE To launch Verve to the public and encourage purchase, as well as draw publicity to the upcoming promotional events STRATEGY In order to reach the goal of drawing the public, including our target customer, to buy our products, we will send out an e-blast to a list of potential clients through Bloomingdales Loyalty Rewards Program. To encourage purchase, we plan to hire models to wear our high speed separates around the Bloomingdale’s retail store and offer the chance to win a Verve paneled halter top to anyone who purchases a Verve brand item. To draw publicity to upcoming promotional events, we will hang poster advertisements and place postcard advertisements in customer’s bags with purchases. TACTIC The goal will be achievable by working with Bloomingdales as they would be the department store our line would be placed in. Since our product will be showcased in their women’s contemporary department, we can collectively work together to bring awareness to our brand by sending out an e-blast. Our research customer (chosen by the research provided) will be plucked out of the customer database that Bloomingdales acquires through their rewards program. The e-blast will be created by a graphic designer. Models will be hired to walk around the women’s contemporary department wearing the Verve Spring 2014 collection. We will offer the chance for customers to win a Verve paneled halter top with any Verve brand purchase. When a customer makes a Verve brand purchase, he or she will fill out a card clarifying the customer’s name, residency address, e-mail address, phone number, and desired size of halter top. The card will be entered into a drawing and the customer’s information will be entered into the Bloomingdale’s database and on the Verve mailing list. COMPLETION DATE 2/15 EVALUATION The evaluation will be conducted by the number of forms we receive for the chance to win a Verve brand halter top.

36


EVENT 2: TRUNK SHOW BUDGET BREAKDOWN BUDGET The cost of this event will include the e-blast notification created by a graphic designer, the hiring of 5 models to showcase the Spring 2014 Verve collection, the promotional posters and postcard advertisements for upcoming marketing events, and the Verve paneled halter top, which will be given to the winner. COST BREAKDOWN E-Blast: Average cost for graphic designer for 3 hours: $75 x 3 = $225 Fit Models: $608.90 x 5 = $3,044.50 (1) Verve paneled halter top: Manufacturing cost = $36.50 TOTAL = $3,306.00

37


EVENT 2: TRUNK SHOW SAMPLE ADVERTISEMENT

38


EVENT 3: TREASURE & BOND OBJECTIVE To inform customer of product, encourage purchase, and gain loyalty by providing a fun and safe event for our customer STRATEGY In order to reach the listed objectives, Verve will join Bari and Zella – along with New York City’s top fitness and fashion influences – to host a night of fitness, fashion, food, and fun. The night will start off with a lively evening workout in the front of the store. Small bites and refreshments will be served after workout as models from Bari Studio showcase various looks from Verve and Zella. TACTIC Co-hosting event with local fitness boutique, Bari Studio, which includes an in-store workout and a fashion presentation featuring Verve and Zella. This event will be achieved by bringing awareness to it via earlier e-blast, via Facebook, and Bloomingdale’s in-store promotional advertising. This event is created so our customer, who is active and lives a healthy lifestyle, can participate in a fun event while our line is, once again, presented and showcased. Attendees have the opportunity to receive a once in a lifetime, promotional Verve yoga pant free with a Verve purchase. COMPLETION DATE 3/1 EVALUATION We will keep track of sales for each customer who made a Verve purchase and received a promotional Verve yoga pant for the event.

39


EVENT 3: TREASURE & BOND BUDGET BREAKDOWN BUDGET The budget for this event will be the second highest and will include catering costs (food and drink) and will accommodate for about 200 guests. The cost for decorations will be limited as they will be simple and will allow us to spend more on catering. The verve yoga pant is also included in the budget for this event.

COST BREAKDOWN Healthy Refreshments: 200 estimated guests, avg. about $4 per person = $800 Manufacturing cost of promotional Verve yoga pant: $7.45 x est. 200 = $1,490 TOTAL = $2,289.00

40


EVENT 3: TREASURE & BOND SAMPLE ADVERTISEMENT

41


EVENT 4: CLEARANCE SURVEY OBJECTIVE To gain customer feedback and make final sales STRATEGY To achieve objectives above, an internet survey will be submitted via email through pre-existing customer database. The information collected from the survey will help us gain further insight to our clientele and help us continue to make products to suit their needs. A 15% off coupon will be provided with the completion of the survey. TATIC Through the survey website Survey Monkey, we will create a survey which will be linked onto an email blast. This email will be sent to all pre-existing customer databases with customers who have purchased our products. The email will direct the customer to take the survey. This survey will feature questions about our customer service, product quality, and overall brand. Once the survey is completed, a 15% off coupon will be rewarded, which the customer may bring to the store to purchase any last minute clearance or closing out sale items. COMPLETION DATE 5/1 EVALUATION The results of the survey will provide us with the necessary information requested. We will be notified once each survey is complete, giving us our final total of customers who have taken it. A note and tally system will be made for each customer that brings their proof of survey completion when making their final purchases.

42


EVENT 4: CLEARANCE SURVEY BUDGET BREAKDOWN BUDGET There will be a small cost for this event, which will include the e-blast notification created by a graphic designer used previously. The basic survey provided by Survey Monkey is free. COST BREAKDOWN TOTAL = $300.00

43


45


46


47


48


49


50


PRESENTATION SLIDES


52


53


54


BIBLIOGRAPHY “Fabric – Discount Fabric – Apparel Fabric – Home Décor Fabric – Quilting Fabric – Save up to 70% - Fabric.com.” Fabric – Discount Fabric – Apparel Fabric – Home Décor Fabric – Quilting Fabric – Save up to 70% Fabric.com. Fabric.com Inc, n.d. Web. 02 March 2013. <http://www.fabric.com/>. “Mood Fabrics : New York Fashion Designer Discount Fabric|Page.” Mood Fabrics: New York Fashion Designer Discount Fabric|Page. Mood Fabrics, n.d. Web. 02 March 2013. <http://www.moodfabrics.com/index.php?file=productdetail>. “Celliant.” Celliant. Celliant.com. N.d. Web. 02 March 2013. <www.celliant.com>.

“Treasure and Bond.” Treasure and Bond at Bari Studio. Treasureandbond.com. N.d. Web. 02 March 2013. <https://www.treasureandbond.com/site/2013/01/25/bari-and-zella-event/>.

55

Merchandise Management  

Business Plan

Read more
Read more
Similar to
Popular now
Just for you