…… Starry Eyed, Home by RM ……. Fall 2014
“Downtown Romantic. My Life, My Work, My World, My Home”
BEYOND THE RUNWAY, NOBODY DOES WHAT WE DO
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CUSTOMER PROFILE
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CUSTOMER NARRATIVE
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GROUP OVERVIEW
PAGE 7&8
CLASSIFICATION PLAN
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STYLE #’S
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COST SHEET LINE SHEET
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BRAND PROFILE
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PRODUCTION CALENDAR
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PURCHASE ORDER SAMPLE
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SALES PROJECTION BY ITEM
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FLOOR PLAN
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MARKETING PLAN
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PRESS KIT
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Beyond the Runway, “Nobody Does What We Do” The brand extension is a small collection of home accessories. Rebecca Minkoff isn’t ready to expand into a full-fledged home goods line, but this gives the consumer a taste of what direction a home goods line would move toward. The collection will feature home tabletop accents inspired and created by Rebecca Minkoff. The collection features small items that would accent a room and give it the romantic edgy feel Rebecca Minkoff embodies. The niche being fulfilled is that of a young women who wants to spice up her apartment or house, she isn’t looking to completely renovate redesign or redecorate she simply wants to add some standout accessories to her home, specifically her bedroom and or living area. The collection focuses on small pieces that can be interchanged often, an assortment of table accents most heavily. The consumer is most likely already familiar with Rebecca Minkoff, and I believe the jump from clothing and accessories to small home goods will be a natural progression for the brand and more importantly the consumer.
Mission Statement “Downtown Romantic. My Life, My Work, My World, My Home”
Vision Statement Saturation into the home décor industry and to further continue brand expansion into an eventual fullfledged ‘House&Home’ product line by 2016. Launching the ‘Rebecca Minkoff’ presence within the home décor retail sector with a fluid product extension that is focused on an assortment of small home accessories and soft goods.
Social Responsibility Rebecca Minkoff was a pioneer within the fashion industry in regards to social media efforts. The brand’s dependency and also, capitalization, on social media could be a successful and natural progression as a platform to engage with a socially responsible cause. An international social media campaign tailored toward young female students that would encourage them to participate and explore their own artistic abilities and potential art based careers in the future. On the brand’s Pinterest page they have a board called “Bright Young Thing” this could be the name of the campaign. The campaign should team up with Dosomething.org a major player in trying to restore arts education. They have celebrity endorsements and continue to launch new campaigns promoting the benefits and importance of artistic academic efforts across the country. 3
…… Starry Eyed, Home by RM ……. Customer Profile Segmentation Types/Bases Geographic
Demographic
Illustratve Categories Region
All regions
City Size
750k +
Population Density
Urban, Suburban
Climate
All temperates
Age
15-35
Gender
female
Household Size
all sizes
Income
80k>
Occupation
professional
Education
college graduate or will go to college
Sociocultural
Culture
American and European
Subculture
Effective/Cognitive
Behavioral
Religion
All apply
National Orgin
All apply
Race
All apply
Social Class
Upper and Middle Class
Marital Status
All apply
Psychographics
Achievers and Strivers
Degree of Knowledge
expert
Benefits Sought
prestige
Attitude
positive
Brand Loyalty
divided
Store Loyalty
divided
Usage Rate
light, medium, heavy
User Status
current and potential
Payment Method
Cash, Credit Card
Media Usage
Social Media, TV, Mag.
Usage Situation
Work, Home, Vacay
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Customer Narrative Audrie Eckhart starts her mornings most days bright an early at 6am with a large cup of straight black coffee she grabs from the local coffee shop located right underneath her place. She has only lived there for a short 6 months, but she has already become a familiar face at Millers Coffee House. She recently moved out of her parents’ house after graduating from Indiana University last May. Audrie now lives in a loft apartment in the hip newly renovated Carmel Arts district, just a short drive outside the northern part of Indianapolis. After a quick breakfast with her live in boyfriend she heads downtown to Ernst and Young accounting firm where she works as a first year account executive. Audrie drives a 2012 white Ford Escape, it was her first big purchase after landing an excellent first year position at Ernst and Young after graduating with honors from the Kelley School of Business at IU with a double degree in Finance and Accounting. Although her job demonstrates typically a conservative and traditional atmosphere Audrie has a flair for style and makes a conscious effort to dress professional but also remain true to herself by adding her own flair to her outfit. Her favorite places to shop include Anthropologie, Jcrew, Nordstrom, and a local boutique called 8fifteen. Lunch is always different depending on her client schedule, but most commonly she eats with her coworkers at Whole Foods, Chipoltle or if she is feeling indulgent Café Patachou. After work Audire enjoys returing to her parents house where her 2 horses reside. She and her 3 younger sisters all grew up riding on the equestrian “A” circuit. Although now her busy new work schedule doesn’t allow her to ride and compete as often as she used to she tries to get to the barn at her parents house at least 3 or 4
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days a week to give herself a little exercise all well as her horses. On evenings where she doesn’t get to the barn, her and her boyfriend of 3 years enjoy cooking with each other. The Carmel Arts District where she lives in infamous for its plethora of fresh fruit markets and shops so eating locally has become something Audrie is conscious and deliberate about now. After dinner she either spends time studying for her CPA exam, watching episodes of Chelsea Handler, or simply enjoys being a young 24 year old, her friends often describe her a “wino.” Audrie grew up in a house full of girls, with 3 younger sisters always following her around. As they have gotten older they have become very close friends and on weekend she spends most of her time with them. They love to go shopping together, travelling to their lake house in the summer, and late night slumber parties at Audrie’s new place. After just finding her apartment they have recently began shopping local flea markets and antique shops looking for one of a kind pieces for her new cozy place. Her many hours spent pinning home décor is finally coming to good use. Ultimately, Audire is a driven educated responsible young woman that values her hard work but equally loves to have a good time with family and friends.
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Group Overview Table Tray
Picture Frame
233552, 233553, 233554
233523, 233522, 233543, 233542
Wishbone
Bowl
233521, 23
233551
Candle Sticks
Bookends
233431
233151
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Candle Set
Coasters
233461
233261
Coffee Table RM Book 233211
Display Box
233543, 233544
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…… Starry Eyed, Home by RM ……. Classification Plan st
th
1 : Year
4 : Sub-Classification 1. Bookends 2. Coasters 3. Books 4. Candle 5. Table Accessory th 5 : Color 1. N/A 2. Gold Finish 3. Black Matte 4. Black Polished 5. Hologram 6. Multi th 6 : Size 1. N/A 2. Small 3. Medium 4. Large
1. 2013 2. 2014 3. 2015 4. 2016 nd 2 : Season 1. Summer 2. Spring 3. Fall 4. Winter rd 3 : Classification 1. Table Top Accents
Picture Frame
Wishbone Candle sticks Table Tray
Bowl Bookends Coasters Table RM book Display Box
(silver finish medium) (silver small) (black polish medium) (black polish small) (silver) (black matte)
Style #’s
233523 233522 233543 233542 233521 233531 233431 233552 233553 233554 233551 233151 233261 233211 233543 233544 233461
(small) (medium) (large)
(medium) (large)
Candle
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5" by 7" 3" by 5" 5" by 7" 3" by 5" 13" Oversized Wishbone Accent 13" Oversized Wishbone Accent Set of 3, varying heights and shapes 11" by 13" 14" by 17" 17" by 20" 14' Diameter display bowl Two 13' Pyramid Bookends Set of 4 Trianglular Coasters Coffee Table Book 9" by 9" 12" by 12" Set of 7, round, flat bottomed, 4.5"
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…… Starry Eyed, Home by RM ……. Fall2014
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…… Starry Eyed, Home by RM ……. Brand Identity -Edgy, Vibrant, Whimsical
Selling Appeal Rebecca Minkoff’s original the selling appeal comes with the company's heritage and reputation of Rebecca Minkoff clothing and accessories as well as the status of the brand all together Rebecca Minkoff represents an urban edgy high end contemporary style. Yet after the initial draw I would say the appeal comes with the quality and style components. Because the feel of the small accessories line is edgy, it allows a customer to add a small touch of that specific ambiance to their home. It would be difficult for an entire home to embody that feel, but small accents are the perfect amount to transition the customer. -brand reputation -contemporary style -small accessories, home introductory pieces
Distinct Characteristics I would say the distinction for RM comes with unique silhouettes, typical home accessories follow basic patterns and construction and RM home focuses on breaking those boundaries. It also embodies bold fabric patterns and a "load" and untraditional color palette for a home goods line. RM also is dedicated to including a textural component into every piece. Whether the be with an added fringe on a pillow or a specific finish on an table accent the style is centered around unexpected textural components. -unique silhouettes -bold fabrics and color palette -texture component of all pieces
Retail Partnership Bloomingdales Home -Chicago North Michigan Avenue -San Francisco Plaza -New York SoHo -Chestnut Hill -Boston
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Delivery 08/2014 Production Calendar Season Fall2014 In Store Month Step 1
Step 2
Step 3
Step 4
Step 5
Step 6
AUG Research industry, trends, & consumer
SEPT
Begin to design and sketch
OCT
NOV
DEC
JAN
FEB
MAR
APRIL
MAY
JUNE
JULY
AUG
Concept, mood board, color story & textiles Create and show samples Selling to retailers, purchase orders Selling to retailers, purchase orders
Step 7
Selling to retailers, purchase orders
Step 8
Step 9 Step 10
Step 11
Selling to retailers, purchase orders
Major production
Major production continued Tag, bag, hang and deliver
Step 12
Step 13
Store set up Track retail selling plan for next season
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Purchase Order Sample
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S A L E S P R O J E C T I O N B Y I T E M
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…… Starry Eyed, Home by RM …….
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MARKETING PLAN Wholesale Total $19,041 * 3 (stores) = $57,123 Marketing Budget 20% = $11,425 INTRODUCTION
(35% ďƒ $11,425 * .35 = $3,999 )
Objective: To infuse Starry Eyed, Home by RM into Rebecca Minkoff's current customer base, as a natural progression for the existing brand, staying true to the style aesthetic customers have become reliant upon. To extend customer loyalty by providing a wider range of products for the Rebecca Minkoff fashion forward female. Strategy: To introduce Starry Eyed, Home by RM as an extension of Rebecca Minkoff, in an original and technology incorporated way. The brand will incorporate social media as well as their digital storefront models within the tactics to expose the customer base to the new home line. Tactic: The launch party held at each store location, including Tokyo, Los Angeles, and NYC, will feature digital store shopping capabilities. Partygoers will have the ability to buy the new products at the party on the digital screens. Refreshments, virtual live champagne toast from Rebecca Minkoff herself; as well a photo booth at each store will be featured. Control Method: When a guest participates in the photo booth he or she will get to take home a complimentary small sized black or silver picture frame with their photo booth images. The images taken within the photo booth will also be uploaded to the brand Instagram feed. MAINTENANCE (50% ďƒ $11,425 * .5 = $5,713) Objective: To continue to expose Starry Eyed, Home by RM to a wider range of customers, including customer bases that are unfamiliar with Rebecca Minkoff completely.
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Strategy: To further incorporate social media engagement between customer and RM brand. Specifically by offering rewards to customers who participate and engage with RM social media features. Focusing RM's presence on Instagram, a photo based sharing application. Tactic: Offer 20% off of Starry Eyed, Home by RM product line when you spend over $250.00 in stores or online and in addition Instagram or tweet a picture of the home item within your home space using the hashtag #StarryEyedRM. You can redeem your 10% refund online or in stores within two weeks of your post. Control Method: The 10% off of $250.00 is only available from Nov 25 - Dec 25 as a holiday special event. A customer can on participate a total of 3 times within the span of the month. CLEARANCE (15% ďƒ $11,425 * .15 = $1,714) Objective: To introduce customers to home design stories and inspiration boards that feature RM product line in order to continue engagement between the customer and product line as well as offer a platform for review and suggestions. Strategy: Provide customers with an innovative way to engage with the new home lines style capabilities as well as provide a mechanism fro customer's to give inspiration to the future direction of Starry Eyed, Home by RM. Tactic: Within each store feature style storyboards as well as hold an in store session where a home design guru puts on a house and home style guide session. Customers will be able to bring in pictures of their own home as well as inspiration images to consult with RM style junkie. Customer review boxes will be available and the home design session will give Rebecca Minkoff executives feedback as to where customers are utilizing the current product and what holes remain within the line that could be filled in future collections. Control Method: Customers much make a minimum purchase of $100.000 while attending the home design inspiration and consultation style session. All merchandise including ready to wear apparel and accessories is included within applicable merchandise to the offer.
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PRESS KIT I. REBECCA MINKOFF DESIGNER BIOGRAPHY
Rebecca Minkoff has become an iconic industry leader within the world of relaxed luxury handbags and accessories. She grew up with a needle and thread in hand and consistently demonstrated a passion for fashion design as she grew up. Leaving her home state of California behind, Rebecca headed to New York City after finishing high school in San Diego to pursue a career in design. In 2001, she launched a five-piece apparel collection, which included the “I Love New York” t-shirt that led to her initial success. The t-shirt was spotted on the Jay Leno show, as well as featured in US Weekly Magazine, and soon after orders for the item began to skyrocket. Minkoff spent the next few years focused on producing the “I Love New York” t-shirts, at this time she was still designing, sourcing, manufacturing, and distributing her own line all out of her tiny NYC apartment. Only five years after her first apparel collection launched, Minkoff decided to try her hand at the highly competitive handbag industry. The now iconic ‘Morning After Bag” was designed during this time and quickly became an instant success. Minkoff decided to completely shift her line purely to handbags. Dropping her apparel collection she diversified and added different styles to the handbag collection that would fully launch her career. The collection was tailored to a romantic whimsical style with a bit of an edge, designed to take her customer from day to night effortlessly, themes that have been consistent throughout Rebecca Minkoff’s entire design profile to this day.
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With 4 years of constant growth in accessories and handbags behind her, Rebecca returned her focus to an original love of hers, apparel design. Minkoff successfully broke into the apparel industry when she first introduced a ready-to-wear collection in 2009. Rebecca Minkoff’s designs can be spotted worldwide on everyday women and celebrities alike. Some favorites of her lines include Keira Knighley, Reese Witherspoon, and Ashley Green to name a few. In 2009, Minkoff was honored as one of the New York Moves Power Women for her entrepreneurial accomplishments within the fashion industry. Rebecca Minkoff has quickly grown to become the #1 independent accessories designer nationwide. Her main goal is to become a complete lifestyle brand for the fashion-forward female in the near future.
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II. PRESS RELEASE News Release FOR IMMEDIATE RELEASE January 1, 2014
FOR MORE INFORMATION, CONTACT: Bailey Nuckols Director of Media Relations 317-555-3454 (daytime), 312-555-6879 (evening) baileyn@rminkoff.com Grace Wilson Creative Director 317.555.6575 (daytime), 317.555.8979 (evening) gracew@rminkoff.com
Rebecca Minkoff Launches Home Collection, “Starry Eyed, Home by RM”
Los Angeles, CA.- Rebecca Minkoff will dive into the world of home design this upcoming 2014 fall season. The women’s contemporary ready-to-wear and handbag design company will soon feature their ten piece home accessory collection within their Tokyo, NYC, and Los Angeles store fronts. Starry Eyed, Home by RM will focus on small home accessories. Each brick and mortar location will hold an exclusive launch party for the home line March 1st, 2014.
The home line will be an extension of Rebecca Minkoff’s already infamous romantic whimsical styles that continue to incorporate a bit of an edge. Wilson, the creative director reflects on the inspiration and quality of the line, “Deep hues, attention to detail, and dramatic finishes are what set the collection’s pieces apart. We wanted the line to be a direct extension of what our current customer feels are product represents, simply within a new category of design or from their perspective a different aspect of their life, their home.” The line currently includes -more-
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only small accessories, mostly a range of table top pieces, however Starry Eyed, Home by RM hopes to develop into a full range home design line by the start of 2016. Further details and invitations will be released by the end of January in regards to the launch parties. The in store celebration will feature live music, refreshments, as well as a virtual Q and A session with Grace Wilson, creative director behind the entire collection. Starry Eyed, Home by RM will work to build Rebecca Minkoff into a complete lifestyle brand designed for the fashion forward female. -end-
----------------------------------------------------------------------------------------------------------PRESS and STORE BUYERS, please email for accreditation. Include name and title of attendees, company name, telephone and email address. We will confirm by email. baileyn@rminkoff.com EDITORS: hi-resolution photographs are available upon request.
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!!!. PRESS INSTYLE MAGAZINE
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STYLE.COM
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WOMEN’S WEAR DAILEY
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