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FASM 310- Private Label Development C a t h e r i n e B a t r e s D, a n a C a r i e l l o



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company overview

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target market/ customer profiles

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mood boards/ trends/ product category

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COLLECTION LINEUP

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TECH pack/COSTING

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ASSORTMENT PLAN

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CAMPAIGN STRATEGIES

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references


COMPANY OVERVIEW Marc Jacobs, the iconic American fashion brand was founded in 1986 by Marc Jacobs himself. The brand is known for injecting a sense of whimsical and eccentricity into luxurious, trend setting styles. Creating high fashion shoes and clothing adored by both the runways and consumers, Marc Jacobs is forever changing the world of fashion. Offering extensions such as menswear, kids wear, and accessories. Marc Jacobs currently operates 280 stores in over 60 countries. Employing an estimated 1,300 employees. The company is also present online at MarcJacobs.com. In the coming seasons, Marc Jacobs plans to revisit their roots and make their brand more obtainable, while staying true to their standards of luxury fashion.

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COMPANY MISSIONS 1. To maintain the quality and integrity expected of a

leading fashion designer. 2. To be fashion leaders, not followers. 3. To foster an environment that encourage risk taking. 4. To be current , aware, and connected. 5. To maintain irreverence 6. To provide a sense of discovery 7. To fulfill goals and objectives set up by Marc Jacobs International while maintaining an independent spirit and keeping our heritage intact. 8. To be grateful for our customers. 9. To always think outside of the box. 10. To have fun!!!

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TARGET MARKET Marc Jacobs is all about bridging the gap between what was happening on the streets and what could happen on the runway. Encouraging the mix of high and low, rich and poor, the everyday and the extraordinary. Along with a gender-ambiguous aesthetic we have mined and projected onto the culture more successfully and dynamically than any other designer.

“The Marc Jacobs girl looked like she’d stayed out all night - tousled hair and visibly dark circles under

Our customer is a premium segment of urban

her eyes; a Marc Jacobs [coat] is like a college girl’s

men and women. The target demographic begins

great army-surplus-store find - except that it costs

with the teenage girls who dawdle on New York’s

almost $2,900 and is made from incredibly sumptuous

Bleecker Street, an area that Marc Jacobs has

cashmere.”

monopolised, with five shops in the West Village alone. Our customer ranges from 15-50. They are quirky, fashion forward and not

afraid to

experiment. Our customers closet is packed with everything from Goodwill finds to couture gems.

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elisabeth treit Elisabeth is a young visual

As commuter in the big city,

merchandiser living in New

Elisabeths number one rule

York, right in the heart of

is practicality and comfort.

Hells

But she will not give up her

Kitchen.

Originally

from Seattle, she moved

fashion style for it.

to

with

New

York

to

study

higher

Along

end

brands,

enjoys

finding

Fashion Merchandising and

Elisabeth

Management

Berkeley

stylish , one of a kind gems at

College. She earns $63,000/

Goodwill. She describes her

yr. Elisabeth lives in a studio

style as “reworked couture�.

apartment with her younger

Whether she is making her

sister and their calico cat,

way to work, going to dinner

Maci. Elisabeth enjoys all

with friends or making a

things fashion and loves

grocery store run, Elisabeth

pairing luxury with comfort.

is always wearing something

at

eye catching.

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alec derose Raised

in

Palm

Beach,

Alec

would

Florida, Alec moved to New

style

as

York to work as an Design

versatile�. He is not afraid to

Assistant at Alexander Wang.

experiment

Earning

Alec

and fabrics. Along with his

lives in a studio apartment

clothing pieces, Alec likes

in Inwood, New York.

to

74,000/yr,

On

describe

“innovative with

accessorize.

his and

silhoutte

Owning

the weekends, Alec enjoys

an extensive collection of

making his way to West

watches, wrist jewellery and

Village to have dinner at one

ear wear. Alec believes you

of his favorite restaurants,

are what you wear so he buys

The Place located on 310

fabrics that are of quality. He

West 4th Street. Having a job

refuses to buy into the fast

in fashion, Alec stays true to

fashion world, that includes

his originality by not chasing

the quality.

trends.

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MOOD BOARD The 1980’s and 90’s reign supreme as notes from these eras within colors, shapes, and silhouettes come together to create a DIGITAL WAVE. Influences from urban streets and night life encourage neon colors and bold prints. Garments have edgy applications of both prints and shapes, reworking these influences into the modern age.

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PRODUCT CATEGORY TRENDS Handbags and wallets are a product category that always do well with sales. Styles vary from clutches, open shoppers, bucket bags, handle totes, to unisex wristlets, and chain pouches. Bags are becoming statement pieces so the demand for unique and versatile syles are very high. The soft structure is a trend that is being seen in all styles of handbags and wallets. Modern and one of a kind handbags is the goal.

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COLOR TRENDS According to WGSN Color Trends for Women & Young Women for Spring/Summer 2016, the digital age is coming into style. Colors infuse the look and make you feel like you are in the digital age. Classic 1980’s tones will return and black plum emerges as a key tone. Colors such as electric magenta, jelly bean green, hot pink, and machine red will liven the color pallete up. Along with bold shoreline blue and horizon yellow following as accents. This palette along with the trends in handbags will create an exciting, must have

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collection for Marc Jacobs S/S 16.


FABRIC TRENDS Fabric is a critical component for handbags and wallets. As a luxury brand, quality is key. For fabrics, leather will be in high demand. The collection will feature textured, patten, and embellished leather. This fabric will be in bold colors such as tomato red, deep electric blue, and purple. Metallic fabrics will be vital to the concept of the digital age. Soft, suede is also making a come back, offering the popular matte finish. With textures and embelishments combined, the options for stylish and unique products is endless.

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HARDWARE TRENDS Handbag hardware add detail and finish to the product. Metal chains are becoming more popular. Whether the chain links are small or big they add a minimalistic detail to a bold handbag. Along with chains, heavy embellishments on handbags is a hit for this season. Adding beautiful detail with beads, jewels, and embroidery. Studs add a delicate details while making a statement . Whether the embellishments are all over or sparse they add something special to a hangbag. Gold or silver bars and closures are also feeding the minimalistic detail trends.


Line up/ Technical Specifications/ costing


AMPLITUDE/collection lineup

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book clasp

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chain pouch

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envelope clutch

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handheld satchel

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luggage cross body

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mini novelty bag

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open shopping bag

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paddle handle tote

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paperbag rugsack

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Unisex wrist pack

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assortment plan

Total Units

# of each style

$ Retail per unit

$ Retail Total

$ Cost per unit

$ Total Cost

% Markup

Luggage Cross Body

7.6%

380

517.52

196,657.60

129.38

49,164.40

75%

Paperbag Rugsack

13%

650

226.60

147,290.00

56.65

36,822.50

75%

Book Clasp

7.2%

360

183.84

66,182.40

45.96

16,545.60

75%

Mini Novelty

13%

650

213.10

138,515.00

63.93

41,554.50

70%

Open Shopping

9%

450

683.97

307,786.50

239.97

107,986.50

65%

Handheld Satchel

14%

700

326.50

228,550.00

114.27

79,989.00

65%

Envelope Clutch

12.5%

625

116.47

72,793.75

34.94

21,837.50

70%

Unisex Wrist Pack

12.1%

605

237.00

143,385.00

82.95

50,184.75

65%

Chain Pouch

4.2%

210

99.02

20,794.20

34.66

7,278.60

65%

Paddle Handle Tote AVERAGE

7.4%

370

167.60

62,012.00 140,373.06

41.90

15,503.00

75% 70%

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42,686.64


c a m pa i gn st r at e gie s “Amplitude” will be available online and in-store. Online, customers can visit MarcJacobs.com and will be greeted with a landing page that will lead them to view the entire collection and select to purchase. Social media will play a significate role in marketing. Marc Jacobs social media outlets will lead customers to the website. By using the hashtag “#AmplitudebyMarcJacobs” or “Amplitude” customers will be able to share their purchases and how they styled their outifts with their accessory. In store, Amplitude will be displayed in the windows of Marc Jacobs store front for passing traffic to see. We will have the bags hanging in the installation.

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references biography.com fashion time the guardian lvmh panjiva vogue w magazine wgsn womens wear daily

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