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Rachel Roy For Men Merchandising:Concept to Consumer By Chanel Goodson


Table of Contents MISSION STATEMENT MISSION PHILOSOPHY MOOD BOARD DAY IN THE LIFE CUSTOMER DEMOGRAPHICS CUSTOMER PSYCHOGRAPHICS STYLE NUMBER SYSTEM MODEL LINE SHEETS COSTING SHEETS DEVELOPMENT CALENDAR UNIT DISTRIBUTION SHEET INVOICE INTRODUCTORY FLOOR PLAN MAINTENANCE FLOOR PLAN CLEARANCE FLOOR PLAN KEY CODE SHEET FIXTURE WORKSHEET MARKETING BUDGET MARKETING PLAN OBJECTIVES MARKETING CALENDAR PRESS KIT


Mission Statement At Rachel Roy for men we mix fashion and art into one. We strive to design luxury men clothing for the young ambitious stylish man who adores looking their best at all times. At Rachel Roy for men we used our own in-house textile designers to picked the best quality fabric for our customers. Our men clothing is tailored to create the perfect fit. All of our products are 100% animal cruelty free and our dyes are 100% chemical free. Our goal is to not deliver trendy clothing to our customers but clothing that is innovative, classic, and satisfying.


Mission Philosophy Rachel Roy for men is for the young men who believe men should always dress to impress. Our customers do not follow fashion trends, but follow clothing that is innovative and classic with a modern twist. We believe that men clothing doesn’t have to be difficult. At Rachel Roy for men we are all about making your shopping easier. We have on call and in store stylist at all of our boutiques ready to assist your styling needs. Our fall 2017 designs are exclusive, therefore we will not restock our items. We believe our customers are paintings that cannot be reprinted. Since all of our products are vegan, we donate 10% from each purchases to animal’s rights.


Rachel Roy For Men


DAY IN THE LIFE Marson starts his day off by waking up at 5am. He makes himself a peanut butter protein smoothie and a banana protein pancakes. After eating breakfast, he goes down stairs to his gym inside his SoHo loft apartment. He works out for 45mins. After completing his workout, he showers and gets ready to begin his day full of meetings, and appointments. His look today consists of black chino pants, navy blue button up shirt, with a hunter green blazer. Marson walks out to get in his Uber to go to his office located in Brooklyn. Marson makes it to the marketing firm around 9am to prep for meetings. His workday begins at 10am lasting until 5pm. After finishing his workday he meets his girlfriend Autumn for dinner in Manhattan. The two head to Saks Fifth Ave to shop with their personal stylist for 1 hour. After shopping Marson and Autumn get into an Uber to drop Autumn off to her Harlem Appointment. Marson makes it home around 8:30pm. He showers and catches up on his favorite show The Walking Dead. On the weekends he enjoys going to concerts, cooking vegan foods for friends, drinking wine, taking random road trips, and working out.


Customer Demographics Geographic Segmentation: Region-North, East, South, West City Size-500,000+ Population Density-Urban Climate-Temperate

Affective & Cognitive Segmentation: Degree of Knowledge-Expert Benefits Sought-All Attitude-Positive, Ambitious, Inspiring

Sociocultural Segmentation: Culture-All Subculture-All Religion-All National Origin-All Race-All Social Class-Middle-Upper class Marital Status-Single Psychographics-Achiever

Demographic Segmentation: Age-18-30 Gender-Male Household size-2 Income-60,000-200,00 0 Occupation-Young Professional Education-Some college, college graduate Behavioral Segmentation:

Brand Loyalty-Divided Store Loyalty-Divided Usage Rate-Medium User Status-Current User Payment Method-Cash, Credit Cards Media Usage-Newspaper, TV, Magazines


Customer Profile Psychographics ● ● ● ● ● ● ● ● ● ● ●

Age-25 Occupation-Marketing executive Where do they live-SoHo, New York Single, No Kids Education Level-College Graduate from Mizzou Life Stage-Post College Favorite movies-X Men, Batman Movie series Favorite restaurant-Native Foods What magazines do they read- Men's Health, GQ Favorite music-Michael Jackson, Prince, Chance The Rapper, Kanye West, Future Favorite Artists-Jean-Michel Basquiat


Customer Profile Psychographics Continued ● ● ● ● ● ● ●

Are they tech-savvy-Yes he owns a IPad pro, IMac, MacBook Pro, Apple Watch, Fitbit What other designers do they like-Tom Ford, Rick Owens, Raf Simmons Where do they shop- Bonobos, Jackthreads, Saks Fifth Avenue, Neiman Marcus, Y3 Shopping attitude- Not price-conscience, quality focused What types of vacations do they like-Road trips, Beach vacations Santa Monica, Fuji, Canada, California, Wisconsin What are their political views-Democrat Hobbies-Cooking, Taking Road trips, Painting, volunteering to feed the children Going to music festivals


STYLE NUMBERING SYSTEM YEAR 1 2017 SEASON A FALL

CLASS 1.TOPS 2.BOTTOMS 3.OUTERWEAR SUBCLASS 1 TOPS 1. BUTTON DOWN 2. BUTTON UP 3. TURTLE NECK 4. CARDIGAN

SUBCLASS 2 BOTTOMS

SUBCLASS 3. OUTERWEAR

1.DENIM

1.BLAZERS

2.TROUSERS

2.VEGAN LEATHER JACKET

3.SUIT PANTS 4.CHINOS

3.TRENCH COAT


STYLE NUMBERING SYSTEM CONTINUE COLOR 1. BLACK RASPBERRY 2. TURTLE GREEN 3. NEW LONDON BURGUNDY 4. COPPER MINE 5. HIDDEN VALLEY 6. BURGUNDY ROSE 7. AMETHYST SKY 8. BLACK KNIGHT 9. BLUE A.CHROME GREEN B. FIRE DANCE C.EGGPLANT

FABRICATION 1. ORGANIC COTTON 2. SYNTHETIC SHEARLING 3. TENCEL 4. LINEN 5. FLANNEL 6. LYCRA 7. RAYON 8. FAUX LEATHER 9. DENIM

SIZE 1.SMALL 2.MEDIUM 3.LARGE 4.EXTRA LARGE 5.30R 6.32R 7.34R 8.36.R 9.38R 10.40R 11.42R


STYLE NUMBERING EXAMPLE EXAMPLE:

1A204B1

1 2017 2 FALL 3 TOP 4 BOTTOM DOWN 5 FIRE DANCE 6 ORGANIC COTTON 7 MEDIUM


MODEL LINE SHEETS SO WHAT VEGAN JACKET MEN SIZES S-XL STYLE# 1A204B1 RETAIL-$570.00 100% FAUX LEATHER


MODEL LINE SHEETS TRIBAL BLAZER MEN SIZES S-XL STYLE #1A204E1 RETAIL PRICE-$326.00 ORGANIC TWILL


MODEL LINE SHEETS COZY CARDIGAN MEN SIZE S-XL STYLE #1A204D1 RETAIL PRICE $180.00 JERSEY KNIT


MODEL LINE SHEETS BLOSSOMING TRENCH COAT MEN SIZES S-XL STYLE NUMBER 1A204A0 RETAIL PRICE $1082.00 VISCOSE


MODEL LINE SHEETS THE DRESSY BUTTON UP MEN SIZES S-XL STYLE 1A204F1 RETAIL PRICE $246.00 BRUSSEL LINEN


MODEL LINE SHEETS ADORNED BUTTON UP MEN SIZES S-XL STYLE NUMBER #1A204I1 RETAIL PRICE $246.00 BRUSSEL LINEN


MODEL LINE SHEETS COMPOSED TURTLENECK MEN SIZES S-XL STYLE NUMBER 1A204G1 RETAIL PRICE $118.00 JERSEY KNIT


MODEL LINE SHEETS DELUXE DENIM MEN SIZES 30R,32R,34R,36R,38R,40R,42R STYLE-# 1A204O1 RETAIL PRICE-$284 100% JAPANESE DENIM


MODEL LINE SHEETS MODERN CHINO PANT MEN SIZES 30R,32R,34R,36R,38R,40R,42R STYLE NUMBER 1A204L1 RETAIL PRICE $283.00 DUBLIN LINEN


MODEL LINE SHEETS CONTEMPORARY SUIT PANT MEN SIZE 30R,32R,34R,36R,38R,40R,42R STYLE NUMBER 1A204H1 RETAIL PRICE $522.00 BELGIUM LUXURY LINEN


DEVELOPMENT CALENDAR


UNIT DISTRIBUTION SHEET


UNIT DISTRIBUTION SHEET


UNIT DISTRIBUTION SHEET


UNIT DISTRIBUTION SHEET


Invoice


INTRODUCTORY FLOOR PLAN

BOH: 791 40% OF SALES 316 UNITS ENDING UNITS ON HAND 475


MAINTENANCE FLOOR PLAN

BOH-475 40% OF SALES 190 UNITS ENDING UNITS ON HAND 285 UNITS


CLEARANCE FLOORPLAN

BOH-285 UNITS 20% OF SALES 57 UNITS ENDING UNITS ON HAND 228 UNITS


Key Code Sheet


Key Code Sheets


Key Code Sheets


Key Code Sheet


Mannequin 1,2,3,4 Description- Plain men mannequin Capacity-2 Units

Fixture Worksheet


Fixture A,E Capacity 60 Units Description-Wooden front roll rack

Fixture Worksheet


Fixture B Capacity 62 Units Description-Low wooden blazer rack

Fixture Worksheet


Fixture C Capacity 60 Units Description-Basic Floor rack

Fixture Worksheet


Fixture D Capacity 57 Units Description-Wooden fourway rack

Fixture Worksheet


Fixture F Capacity-60 units Description-Reclaimed wood shirt table

Fixture Worksheet


Fixture G,H Capacity-60 Units Description-Wood floor shirt rack

Fixture Worksheet

Fixture I Capacity-100 units Description-Floor Pant Table


Fixture-J,K,L,M Capacity 80 units Description-Long floor wood rack

Fixture Worksheet


Marketing Budget Retail Sales-$340,400.00

8% of Sales Used for Marketing Budget

= $27,232 For Marketing Budget


Marketing Plan .Objective: To increase sales by 25% by Fall 2018 Strategy- Have a Fall trunk show at Bloomingdale's Flagship location in New York in July, 2018 Tactics: ●

Meet with Bloomingdales event staff to select date and time

● ● ● ● ●

Contact cater for drinks and food Select key pieces that will be featured in Trunk show Meet with Bloomingdale's staff to train on how to sell and style items Select male models to model pieces for customers Promote event on Bloomingdales and Rachel Roy social media accounts

Evaluation Method- Sales manager will compare sales report from Fall 2017 and compare to Fall 2018 report on January 1, 2019


Marketing Plan Objective: To bring in 150 new customers by the end of the Fall 2018 Strategy-Start a new customer promotion $100 off 200 purchase or $200 off 600 or more purchase for new customers only Tactics: ● ● ● ● ●

Create signs for windows for boutique Promote promotion on Rachel Roy social media accounts Train employees how to ring customers with coupon Train employees how to enter new customer in the system Meet with website designer to create signage to include on website

Evaluation Method-Marketing Manager will review how many new customers were entered into system and track how many coupons were used at the end of Fall 2018 selling period on January 1, 2019


Marketing Plan Objective: Increased current followers on social media accounts by 30% by Fall 2018 Strategy-Create four month social media style contest for best dressed man to win a 1000 wardrobe by Rachel Roy for Men. Tactics: ● ● ● ● ● ●

Create hashtag for customers can use so we can track submissions Promote contest in stores Promote contest on social media pages Promote contest on Rachel Roy website Reach out to celebrity stylists to promote contest Select winner

Evaluation Method-Marketing Manager will track social media followers gain between Fall 2017 to Fall 2018 on January 1, 2019


Marketing Plan Objective: Sale through more than 35% of the new Fall 2018 collection

Strategy- Have a Fall 2018 fashion show Tactics: ● ● ● ● ● ● ● ● ● ●

Find location for fashion show Select a fashion show date Reach out to caters for show Select a DJ Reach out to sponsors for the event Host a model casting call in NYC Meet with interior designer for decorations for show Promote show at all boutiques and other retail stores that carry Rachel Roy for men Reach out to men celebrities to attend show and walk red carpet wearing merchandise Have the show

Evaluation Method- Sales manager will track sales of Fall 2018 merchandise using the Fall sales report on January 1, 2019


Marketing Calendar


PRESS KIT Chanel Goodson

Creative Director


Press Release

Contact: Robin Jones, Public Relations Coordinator for Rachel Roy Men Robinj@rachelroy.com Phone (312) 555-2222

For Immediate Release Wednesday August 1, 2018 Rachel Roy Men is having their second annual Fall fashion show for the Fall 2018 collection. This fashion show will be showcasing the latest designs for Rachel Roy men collection. Known for her classical men clothing with a modern twist, this Fall 2018 will be that and much more. This year is all about making men stylish without focusing on being stylish. Our Fall 2018 collection will make your style effortless. This Fashion Show will be at Loft227 located 227 w 29th street in the upscale neighborhood of Midtown, New York. The show will start at 8:00pm and will end at 10:30pm. Guest may began sitting at 7:30pm. VIP guest will be allowed in as early as 5:30pm to get drinks and receive special guest bags. Red carpet walk through of our men celebrities will began at 6:00pm. The fashion show will be hosted by creative director Chanel Goodson. Chanel will begin to walk red carpet at 6:20pm. Chanel will be available for interviews and also will be providing styling tips for new pieces for the collection.


Chanel Goodson is the creative director for Rachel Roy Men. Graduate of Columbia College

Chicago earning her BA in fashion Business and Public relations. After graduating Chanel moved to New York and got an internship at Rachel Roy inside the design office. It was there where she discussed her ideas with Rachel to start a men brand under her current brand. Chanel saw the opportunity and believed that Rachel could build a successful men collection. Chanel work closely with Rachel to not just create another men brand but to create a men brand that is classic, but with a modern twist. Chanel and Rachel had a goal to make men clothing stylish but also effortless. That how the two created the brand we know today Rachel Roy Men’s.


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