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Carly Hamer   Merchandise  Management  


TABLE OF  CONTENTS  

Mission Statement     Mission  Philosophy     Mood  Board     Customer  Profile-­‐Demographics     Customer  Profile-­‐Psychographics     Style  Numbering  Sheet     Model  Line  Sheets     Cost  Sheets     Development  Calendar     Unit  DistribuAon  Sheet     Invoice     Introductory  Floor  Plan     Maintenance  Floor  Plan     Clearance  Floor  Plan     Key  Code  Sheet     Fixture  DescripAons     MarkeAng  Plan     Press  Packet  


MISSION STATEMENT  

    Years  ago  upon  traveling  to  Mesoamerica,  a  young  traveler   stumbled  onto  something  spectacular.    The  craNsmanship  was   unlike  anything  she  had  ever  seen.    She  suddenly  felt  the  need  to   protect  this  treasure  but  wanted  to  share  her  findings  with   others.    CARITAHA  was  created  to  do  just  that.    The  Ameless  and   exquisite  jewelry  that  we  offer  is  created  to  capture  what  the   traveler  found  many  years  ago.    Inspired  by  Mesoamerican   culture,  our  jewelry  is  handcraNed  with  the  best  gold  and  jewels.     Our  customers  wear  pieces  that  showcase  our  avant-­‐garde  style   and  quality.  


MISSION PHILOSOPHY  

  At  CARITAHA,  we  strive  towards  excellence  with  a  product  of  Ameless  jewels   that  are  recognized  as  masterpieces  of  style  and  craNsmanship.  From  the   selecAon  of  the  finest  materials  to  the  ornate  details  of  every  piece  to  the   elaborate  fabricaAon,  CARITAHA’s  philosophy  is  created  to  achieve  the  upmost   perfecAon.    It  is  our  tradiAon  to  be  commiWed  to  construct  jewelry  made  with   excepAonal  quality  of  materials  and  craNsmaship,  as  well  as  beauty.    The   pieces  are  made  by  the  finest  arAsans  from  the  mesoamerican  area  where  we   discovered  and  created  our  brand.    The  arAsans  are  part  of  the  CARITAHA   family  and  are  treated  with  the  upmost  respect  and  part  of  the  profits  go  to   support  their  village.    The  creaAon  of  each  piece  is  a  new  adventure  and  one   that  pays  aWenAon  to  detail  so  that  the  style  and  beauty  come  alive.    The   collecAon  is  made  for  Fall  2012.  CARITAHA  has  stores  in  Beverly  Hills,  New   York,  Chicago,  Miami,  Las  Vegas,  St.  Thomas  &  Cayman  Islands.    We  conAnue   to  expand  into  more  countries  worldwide.  


CUSTOMER PROFILE  

TARGET  MARKET  SEGMENT     GEOGRAPHIC   Region:  ALL   City  Size:  60,000+   Urban/rural:  SUBRUBAN/URBAN   Climate:  ALL     DEMOGRAPHICS   Age:  35-­‐50   Sex:  FEMALE   Family  Life  Cycle:  MARRIED  WITH  CHILDREN   Income:  50,000+   EducaAon:  COLLEGE  GRADUATE   OccupaAon:  PROFESSIONAL   Religion:  N/A   Ethnic  Background:  ALL     PSYCHOGRAPHICS   Social  Class:  UPPER  CLASS   Personality:  OUTGOING   Life-­‐style:  ACTIVE     CONSUMER  BEHAVIOR   Benefits  desired:  PRESTIGE   Usage  Rate:  MEDIUM    


CUSTOMER CLOSE-­‐UP    This  woman  has  a  need  for  all  things  exoAc  and  luxurious.    She  is  50  years  old  and  lives  in  a  rich  suburb  outside   a  large  city,  which  she  frequently  visits  to  shop  at  Barneys,  Saks,  Michael  Kors,  Hermes,  Gucci  and  designer  stores   alike.    She  is  a  woman  who  likes  to  indulge  in  all  things  but  is  pracAcal  at  the  same  Ame.    She  is  fortunate  to  be   married  to  a  successful  company  CEO  but  she  herself  has  earned  her  way  as  an  editor  of  a  top  lifestyle  magazine.    She   aWends  a  lot  of  parAes  and  galas  in  the  city  for  her  magazine  and  other  companies.    She  is  very  much  a  socialite  and  a   volunteer  for  many  organizaAons.    She  loves  to  help  plan  the  events  and  meet  and  greet  everyone  who  aWends.    As  very  busy  woman,  she  sAll  makes  Ame  for  and  frequently  visit  her  college-­‐aged  children  who  aWend  ivy   league  schools  on  the  east  and  west  coast.    She  is  not  acAve  on  Facebook  but  instead  has  a  TwiWer  account  and  is  an   avid  on  the  texAng.    She  drives  an  SUV  Mercedes  and  has  two  huskies  that  she  spoils  more  than  her  children.    Her   home  in  the  suburbs  is  about  5,000  square  feet  that  her  and  her  husband  share  with  the  dogs.    She  has  an  eye  for   vintage  and  worldly  pieces  that  she  decorates  her  house  with.    She  loves  to  travel  as  a  hobby  and  for  her  job.    Her   favorite  vacaAon  spots  have  included  Dominican  Republic,  Turkey  &  Bora  Bora.    She  loves  to  go  on  cruises  as  well,   where  she  gets  to  experience  mulAple  countries  and  collect  many  pieces  to  add  to  her  house.    She  has  a  lot  of  miles   racked  up  with  American  Airlines  since  she  travels  oNen  so  she  likes  to  treat  her  family  on  trips.    For  their  25th   wedding  anniversary  her  and  her  husband  purchased  a  house  in  St.  Thomas  that  they  plan  on  using  oNen  to  get  away   from  the  cold  weather.    Her  husband  is  a  loyal  republican  but  she  doesn’t  like  to  get  involved  with  the  poliAcs  but  she  is  aware  of   what’s  happening.    While  she  is  jet  seeng  she  likes  to  read  books  that  she  has  on  her  ipad.    Any  sort  of  romanAc  or   mystery  novel  is  on  her  list  as  well  as  best  sellers.    She  loves  to  go  to  Broadway  plays  and  aWend  exhibits  at  museums.     She  is  always  up  for  trying  new  foods  and  likes  to  eat  at  nice  restaurants  when  going  out  but  has  a  place  in  her  heart   for  the  mom  &  pop  restaurants.    Her  guilty  pleasures  are  watching  reality  TV  (when  she  has  Ame)  and  eaAng  ice   cream.    She  is  a  frequent  customer  at  coffee  shops  and  deli’s  close  to  her  work  in  which  she  is  very  good  friends  with   owners  of  the  cafes’.    She  likes  to  go  to  the  gym  and  do  yoga  and  is  an  avid  baseball  fan.    


1 YEAR 1

2012

2 SEASON A

FALL

3 CLASS 1 2 3 4

NECKLACES EARRINGS BRACELETS RINGS

4 SUB CLASS 1 NECKLACES 1 2 3 4 5

SERPENT ZENITH CASTILLO ZUZU CHAC

1 2 3 4 5

MIDD SOL TEC TOBI PAZ

1 2

HAAB CIROC

1 2 3

PAX HISS LULU

2 EARRINGS

3 BRACELETS

4 RINGS

5 COLOR 1 2 3 4 5 6

GOLD GREEN YELLOW RED BLUE ORANGE

6 FABRICATION 1 GOLD 2 JADE 3 YELLOW SAPPHIRE 4 RUBY 5 BLUE SAPPHIRE 6 MANDARIN GARNET 7 SIZE 1 2 3 4

6 7 8 ALL

EXAMPLE: 1A21444 1 2012 2 FALL 3 EARRINGS 4 MIDD 5 RED 6 RUBY 7 ALL


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CARITAHA  

Merchandise Management Project