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FOR  ANTHROPOLOGIE    

By Ashley Martin Merchandising: Concept to Consumer


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

Mission Statements 3-4 Philosophy 5 Customer Demographics and Psychographics A Day in The Life 7 Mood board 8 Colors and Fabrics 9 Numbering System 10 Line Sheets and Cost Sheets 11-18 Development Calendar 19 Unit Distribution 20 Store Layouts 21 Floor Plans 22-24 Key Code 25 Fixtures 26-28 Marketing Budget 29 Marketing Plan 30-33 Marketing Plan Chart 34 Press Kit 35 Press Release 36 Company Biography 37 Business Cards 38

6


MISSION STATEMENT: FOR CURRENT BRAND Our customer is a creative-minded woman, who wants to look like herself, not the masses. She has a sense of adventure about what she wears, and although fashion is important to her, she is too busy enjoying life to be governed by the latest trends. To her, Anthropologie is a portal of discovery— a brush with what could be. A place for her to lose—and find—herself. Our product offering consists of women’s apparel and accessories, intimates, home furniture and décor, beauty and gifts. Each caters to the lifestyle of our five muses: soft & delicate; boho chic; easy cool; elegant classic; and modern sporty.


MISSION STATEMENT: FOR BRAND EXTENSION Anthropologie continues to be the destination for women and men wanting clothing, accessories, gifts and home dÊcor that reflect their personal style while fueling their passions. All within the realm of fashion, art and entertaining. Anthropologie is committed to always-offering signature products and unmatched service in all store locations and online.  


Philosophy


CUSTOMER PROFILE GEOGRAPHIC: Region: North City Size: 100,000+ Urban/rural: Urban Climate: Hot and Cold DEMOGRAPHICS: Age: 25-35 Sex: Male Family Life Cycle: Married Income: over $50,001 Education: College Educated Occupation: Art Director Religion: N/A Ethnic Background: European

PSYCHOGRAPHICS: Social Class: Upper Class Personality: Achiever Life-style: Artist CONSUMER BEHAVIOR: Benefits desired: Convenience Usage rate: Current user


A DAY IN THE LIFE •  On the average day Julian walks his two children to school and then heads to work. Julian works as an art director at a well known New York City art gallery. He meets with artists and collectors for a majority of his day. When meeting with artistically inclined people it is important for him to make a professional impression with his clothing with out having clothing that is overly trendy or fashionable. He prefers to wear causal tailoring, with pieces he can dress up and down that transition well into the weekend. Most of his free time is also spent around art, he loves seeing plays, listening to spoken word and reading novels in Central Park with his children.


MOOD BOARD


Colors A  color  pale5e   inspired  by  the   changing  colors  of   Autumn  found  in   nature.    

MATERIALS AND FABRIC


STYLE NUMBERING SYSTEM


Shearling Jacket Style Number: 1A32781 Retail Price: $200.90 • 

• 

•  • 

This full leather bomber style jacket has the added statement of a shearling collar. Cinches with and elastic band both at the sleeve and hem for added shape. Perfect weight for a fall transitional jacket into winter Sizes S-XL


Cost Sheet: Jacket

Anthorpologie

10/9/16

Style3#3:

1A32781 A/W317

Product3Description:Shearling3Jacket3 Sizes:3

sDxl

Season:

Colors:

Brown3

Wholesale:

$101.24

Sug.3Retail:3

$200.90

MATERIAL( Leather Fur3Lining3

YARDS 4 3

PRICE $12.00 $9.00

TOTAL3MATERIAL3COST3 TRIMMINGS Sewing3thread3 Zipper3

TOTAL(COST(OF(PRODUCT:

(((((((((((((((((((((PRODUCT(SKETCH

75 QTY

PRICE 5 1

1 $2.24

TOTAL3TRIMMING3COST3

LABOR( Cut/Make/Trim Embrodiery3Labor Beading3Labor Shipping Overhead Marketing Growth TOTAL3LABOR3COST3

AMOUNT $48.00 $27.00

AMOUNT 5 $2.24

7.24

(

(

AMOUNT $8.00

$2.00 $3.00 $6.00 19

101.24

3 Swatch 3


Mandarin Button up Shirt Style Number: 1A12411 Retail Price: $40.90 • 

• 

•  • 

This poplin shirt is an updated look compared to the classic button up shirt it has a longer line to give a tunic shape. The mandarin collar is also an updated look to break away from traditional suiting shirts. The burnt orange hue gives the wardrobe a pop of color Sizes S-XL


Cost Sheet: Shirt Anthorpologie 10/9/16

Style3#3:

1A12411 A/W317

Product3Description:Shirt Sizes:3

s?xl

Season:

Colors:

white3

Wholesale:

$18.70

Sug.3Retail:3

$40.90

MATERIAL( Cotton3100%

YARDS 2.5

PRICE $3.50

TOTAL3MATERIAL3COST3 TRIMMINGS Sewing3thread3 4?hole3button Brand3Label

TOTAL(COST(OF(PRODUCT:

(((((((((((((((((((((PRODUCT(SKETCH

8.75 QTY

PRICE 1 5 1

AMOUNT 1 1 $0.10 $0.50 0.1 $33333333333331.10

TOTAL3TRIMMING3COST3

LABOR( Cut/Make/Trim Embrodiery3Labor Beading3Labor Shipping Overhead Marketing Growth TOTAL3LABOR3COST3

AMOUNT $8.75

2.6

(

(

AMOUNT $4.95

$0.90 $1.00 $0.50 7.35

18.7

3 Swatch 3


Wool tailored trousers Style Number: 122436A Retail Price: $69.90 • 

• 

• 

This tailored wool trousers take inspiration from the past with a narrow waist and a billowing effect surrounding the legs. Can be worn with matching wool suit jacket or with just a shirt or knit wear. Sizes 30-42


Cost Sheet: Trousers Anthorpologie 10/9/16

Style3#3:

122436A

A/W317

Product3Description:Wool3Trousers Sizes:3

30@42

Season:

Colors:

charcoal3

Wholesale:

$34.59

Sug.3Retail:3

$69.90

MATERIAL( 70%3Acrylic330%3Wool3

YARDS 4

PRICE $6.00

TOTAL3MATERIAL3COST3 TRIMMINGS Sewing3thread3 Hook3and3Eye3

TOTAL(COST(OF(PRODUCT:

(((((((((((((((((((((PRODUCT(SKETCH

24 QTY

PRICE 1 1

1 $2.24

TOTAL3TRIMMING3COST3

LABOR( Cut/Make/Trim Embrodiery3Labor Beading3Labor Shipping Overhead Marketing Growth TOTAL3LABOR3COST3

AMOUNT $24.00

AMOUNT 1 $2.24

3.24

(

(

AMOUNT $4.95

$0.90 $1.00 $0.50 7.35

34.59

3 Swatch 3


Wool Blazer Style Number: 1A31351 Retail Price: $120.90 • 

• 

•  • 

This long line wool blazer is best worn with a long line dressing shirt. With an updated silhouette this blazer is tailored to fit perfectly and can be dressed up and down. Great weight for the fall and winter seasons Sizes 48-58


Cost sheet: Blazer Anthorpologie 10/9/16

Style3#3:

1A31351 A/W317

Product3Description:Blazer Sizes:3

48C583

Season:

Colors:

Charcoal3

Wholesale:

$58.00

Sug.3Retail:3

$120.90

MATERIAL( 70%3Acrylic330%3Wool

YARDS 6

PRICE $6.00

TOTAL3MATERIAL3COST3 TRIMMINGS Sewing3thread3 2Chole3button Brand3Label Elbow3Patch

TOTAL(COST(OF(PRODUCT:

(((((((((((((((((((((PRODUCT(SKETCH

36 QTY

PRICE 3 5 1 2

AMOUNT 1 3 $0.10 $0.50 0.1 $33333333333331.10 $2.00 $4.00

TOTAL3TRIMMING3COST3

LABOR( Cut/Make/Trim Embrodiery3Labor Beading3Labor Shipping Overhead Marketing Growth TOTAL3LABOR3COST3

AMOUNT $36.00

8.6

(

(

AMOUNT $7.50

$0.90 $3.00 $2.00 13.4

58

3 Swatch 3


DEVELOPMENT CALENDAR FASHION MERCHANDISING PLANNING CALENDAR SEASON/YEAR:

MONTH STEP 1

STEP 2

STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

STEP 8

STEP 9

STEP 10

STEP 11

STEP 12

MARCH Market Research

APRIL

: IN-STORE DELIVERY:

FALL 2017

MAY

JUNE

JANUARY

FEBRUARY

MARCH

APRIL

Anthropologie Men's Line 'Enriched' August, 2017

MAY

JUNE

JULY

AUGUST

Begin to design & sketch find color swatches begin to make samples Early production, retail orders placed Major production begins Major production continued… Major production… in-store promotions Shipping period, in-store promotions Shipping period, in-store promotions Shipping continued… Store floor planning Visual Merch Track sales


Unit Distribution Spread sheet UNIT DISTRIBUTION PLAN VENDOR NAME

BEGIN SHIP

COMPLETE

LABEL

SEASON

Anthropolgie

Jun-17

August 1, 2017

Anthropolgie

Fall 2017

1 STYLE # 1A32781 1A32782 1A32783 1A32784 1A12411 1A12412 1A12413 1A12414

NEW ORDER

DESCRIPTION Shearling Jacket Shearling Jacket Shearling Jacket Shearling Jacket Mandarin Shirt Mandarin Shirt Mandarin Shirt Mandarin Shirt

SHIPPED: COLOR Brown Brown Brown Brown Burnt Orange Burnt Orange Burnt Orange Burnt Orange

122436A 122436A 122436A 122436A 122436A 122436A

Trousers Trousers Trousers Trousers Trousers Trousers

Charcoal Charcoal Charcoal Charcoal Charcoal Charcoal

1A31352 1A31353 1A31354 1A31355 1A31356 1A31357

Blazer Blazer Blazer Blazer Blazer Blazer GRAND TOTAL

Charcoal Charcoal Charcoal Charcoal Charcoal Charcoal

S 3

M

SIZE L

XL

TOTAL UNITS 3 5 3 2 3 5 5 3

5 3 2 3 5 5 30 2

32

34

3 36

38

4 4 2 50

52

54

56

WHOLESALE $101.24 $101.24 $101.24 $101.24 $18.70 $18.70 $18.70 $18.70

ORDINARY RETAIL TOTAL WHOLESALE TOTAL RETAIL $200.90 $303.72 $602.70 $200.90 $506.20 $1,004.50 $200.90 $303.72 $602.70 $200.90 $202.48 $401.80 $40.90 $56.10 $122.70 $40.90 $93.50 $204.50 $40.90 $93.50 $204.50 $40.90 $56.10 $122.70

40

2

48 2

17-Jun

2 58

2 4 4 4 2

2 2 4 4 2 2

$34.59 $34.59 $34.59 $34.59 $34.59 $34.59

$69.90 $69.90 $69.90 $69.90 $69.90 $69.90

$69.18 $69.18 $138.36 $138.36 $69.18 $69.18

$139.80 $139.80 $279.60 $279.60 $139.80 $139.80

2 2 4 4 4 2 63

$58.00 $58.00 $58.00 $58.00 $58.00 $58.00

$120.90 $120.90 $120.90 $120.90 $120.90 $120.90

$116.00 $116.00 $232.00 $232.00 $232.00 $116.00 $3,212.76

$241.80 $241.80 $483.60 $483.60 $483.60 $241.80 $6,560.70


STORE LAYOUT

New Men’s Department


Floor plan: INTRODUCTORY PHASE

UNITS  ON  HAND:  63  UNITS     SALES:  31  UNITS     ENDING  ON  HAND:  32  UNITS    


FLOOR PLAN: MAINTENANCE PHASE

UNITS  ON  HAND:  32  UNITS     SALES:  6  UNITS     ENDING  ON  HAND:  26  UNITS    


FLOOR PLAN: MAINTENANCE PHASE

UNITS  ON  HAND:  26  UNITS     SALES:  20  UNITS     ENDING  ON  HAND:  6  UNITS    


KEY CODE

KEY$CODE$SHEET FIXTURE

STYLE$#$

DESCRIPTION

#$OF$UNITS

A

1A32782

"Shearling"jacket"size"medium"

1

A

1A12411

"Mandarin"Shirt"size"medium"

1

A

122436A

"Trousers"size"34"

1

B

1A31352

Blazer"size"48"

2

B

1A31353

Blazer"size"50

2

B

1A31354

Blazer"size"52

4

B

1A31355

"Blazer"size"54

4

B

1A31356

Blazer"size"56

4

B

1A31357

Blazer"size"58

2

B"

122436A

trousers"size"30"

2

B"

122436A

"trousers"size"32

2

B"

122436A

"trousers"size"34

3

B"

122436A

"trousers"size"36

4

B"

122436A

"trousers"size"38

2

B"

122436A

trousers"size"40

2

C

1A32781

"jacket"size"small"

3

C

1A32782

"jacket"size"medium

4

C

1A32783

"jacket"size"large

3

C

1A32784

jacket"size"extra"large"

2

C

1A12411

"shirt"size"small"

3

C

1A12412

"shirt"size"medium

4

C

1A12413

"shirt"size"large

5

C

1A12414

shirt"size"extra"large

3

GRAND"TOTAL

63


FIXTURES Industrial Style bust mannequin with iron pipe arms and cream fabric bust, with gold shelve. Used to display an outfit of collection pieces of clothing. Capacity: 5 units

A.


FIXTURES Industrial Style iron pipe rack, with stained wood shelve on bottom. Used to display clothing that is side hanging. Capacity: 30 units

B.


FIXTURES Industrial Style three level iron pipe rack, with stained wood shelve on bottom and three stained wood shelves on left side. Used to display clothing that is side hanging. Capacity: 30 units

C.


MARKETING  BUDGET     TOTAL RETAIL SALES:

Number of locations

$6,560.70

28

% MARKETING BUDGET:

8.0%

$ MARKETING BUDGET:

$14,696


MARKETING PLAN OBJECTIVE:                  Increase the number of online customer emails on the Anthorpologie Email list by 25,000 by August STRATEGY:

Increase the number of emails by 25,000 by giving an incentive of a 10% off promo code

      items to every email that is sent out   for ‘Enriched’ TACTICS:

Create a pop-up box that prompts the user to enter their email Compile all new emails Design Email to be sent Emails will be sent a promo code that can be used at check out Prompt online customers to use promo code during purchase

 

Track the number of promo codes used EVALUATION METHOD: In order to track the success of the email promotion code the social media and marketing manager will track the number of promo codes that were used and the number of emails that were added to the emailing list. The campaign for more emails will be marked as successful if 25,000 emails are added and if there is 40% use of the 10% off promo code.

     


MARKETING PLAN OBJECTIVE:              Increase the number of in store sales by 20% in October STRATEGY:       Mail out monthly catalog with a coupon of 25% off entire purchase that expires 10/31/17   TACTICS:

Hire Photographers and models Photo shoot of all new collection men’s pieces Design catalog and layout Send the final catalog to the publisher to be printed Catalog goes to printer

 

All stores with the ‘Enriched’ collection will be informed of the in store coupon off the line

EVALUATION METHOD:

All store mangers will report to the marketing manager the amount of

coupons that were used and the total amount of sales that the coupon contributed to. Success will be obtained if 40% of coupons mailed out were used in store.  


MARKETING PLAN OBJECTIVE:              Increase the number of Instagram followers from 2.5 to 3 million by September

      Host a social media sweepstakes that can be entered by posting a picture wearing STRATEGY: ‘Enriched’ items and by tagging @anthropologie   TACTICS:

Design and post posters promoting sweepstakes will be sent to all stores location Sales team will be informed of the sweepstakes Antropologie Instagram account will post once a day promoting the sweepstakes Social media and marketing manager will select a winner of the sweepstakes Winner will be sent a $500 gift card to be used online or in store Catalog goes to printer

 

All stores with the ‘Enriched’ collection will be informed of the in store coupon off the line EVALUATION METHOD:

All store mangers will report to the marketing manager the amount of

coupons that were used and the total amount of sales that the coupon contributed to. Success will be obtained if 40% of coupons mailed out were used in store.  


MARKETING PLAN OBJECTIVE:              Increase the number of gift cards purchased during December by 20%

      Introduce holiday inspired gift cards at all Anthropologie stores that feature the men’s line STRATEGY: ‘Enriched’   TACTICS:

Design new gift cards by using the photos from the catalog Send final designs to gift card printer Encourage sales team to sell gift cards Cards will be mailed out to store locations All stores with the ‘Enriched’ collection will be informed of the new gift cards  

EVALUATION METHOD:

All store mangers will report to the marketing manager the amount of gift

cards sold during December.  


MARKETING  PLAN    

MARKETING PLAN: CALENDAR STRATEGY 1

2

3

4

Email Promo Code

Mail Out Cataolg with Coupon

Instagram sweepstakes

New holdiay 'Enriched' Gift Cards

TACTICS

PERSON RESPONSIBLE

$ BUDGET

Create&a&pop)up&box&that&prompts&the&user&to&enter&their&email& Design&and&email&with&the&promo&code&& Complie&all&new&emails

Website Desiger

$400

Graphic Deisgner

$500

Social Media and Marketing manager

$200

Emails will be sent a promo code that can be used at checkout

Social Media and Marketing manager

Prompt online customers to use promo code during purchase

Social Media and Marketing manager

track the number of promo codes used

Social Media and Marketing manager

Hire photographers and models

Social Media and Marketing manager

$1,096

Photoshoot of all new collections

Social Media and Marketing manager

$1,000

Desgin catalog

Graphic designers for Mail out Catalog

$1,500

Send final catalog to publisher

Social Media and Marketing manager

Catalog goes to printer

Social Media and Marketing manager

$3,000

Catalog is mailed out

Social Media and Marketing manager

$1,000

Daily post of sweepstakes information

Social Media and Marketing manager

$1,000

Desgin promo poster for all 'Enriched locations'

Graphic Desingers

$800

Send final promo posters to printer

Social Media and Marketing manager

$200

Mail posters to all locations

Social Media and Marketing manager

$250

Track the number of tags

Social Media and Marketing manager

Pick a winner for sweepstakes

Social Media and Marketing manager

Send winner gift card

Social Media and Marketing manager

Use photos used in the catalog to design new gift cards

Graphic desingers

$1,000

Send final designs to gift card printer

Graphic desingers

$2,000

Encourage sales team to sell gift cards

Marketing manager

Cards will be maile out to store locations

Marketing manager

All stores with the 'Enriched" line will be informed of the new gift cards

Store cashiers and mangaers

$500

$250

Grand Total:

$14,696

Market Budget:

$14,696


ENRICHED

   

PRESS KIT


PRESS RELEASE FOR IMMEDIATE RELEASE July 20, 2017 ANTROPOLGIE SWEEPSTAKES TO TAKE PLACE AUGUST 2017 TO PROMOTE NEW MENS COLLECTION ‘ENRICHED’ Winner of the Anthropologie Sweepstake will receive $500 gift card PHILLADELPHIA, PA- July 20, 2017- American retailor Anthropologie from Philladelphia, PA first opened a store in the autumn of 1992 and currently operates over 200 stores worldwide. For over 24 years the company has curated an assortment of women’s apparel, accessories, home furnishings, décor, and gifts. For the first season ever Anthropologie has expanded its reach by curating a men’s wear line by the name of ‘Enriched’. Starting on August 1st 2017 the collection will be sold in 25 storefront locations in urban areas across the United States including Chicago, Santa Monica and New York City. In honor of this exciting new venture Anthropologie is hosting a sweepstakes that requires customers to post pictures wearing pieces from the ‘Enriched’ line and tagging the official Anthropologie Instagram account. The sweepstakes will take place for the entire month of August and by September 1st a winner will be chosen to receive a $500 gift card to Anthropologie. Anthropologie continues to be the destination for women and men wanting clothing, accessories, gifts and home décor that reflect their personal style while fueling their passions. Enriched connects urban street wear and outdoor clothing for the matured city man. Every piece is perfectly crafted to incorporate functionality with style. This rugged collection can be mixed and matched to create a variety of tailored outfits for the everyday. Enriched is comprised of a wide ranging color palette meant to represent the Autumn changing of colors found in nature with olive greens, dark browns and burnt oranges.

For more information on the Anthropologie ‘Enriched’ Sweepstakes, please contact: Ashley Martin, URBN (208)447-8419 Ashleymartin@urbn.com ###


Founded by the current URBN chairman and president Richard Hayne, Anthropologie opened the first store in the autumn of 1992 in Wayne, Pennsylvania and now operations over 200 locations worldwide. Anthropologie is part of the URBN brand which includes Free People, BHLDN, Urban Outfitters and Terrain. The company has a strong passion for curating quality made apparel, accessories, home furnishings, dĂŠcor, and gifts all with in the realm of fashion, are and entertaining. Anthropologie is committed to always-offering signature products and unmatched service in all store locations and online.


BUSINESS CARD


Enriched