FM225-201 Term Project

In Good Company Women’s Top Department Spring 2021 FM225-201 Professor Shapiro Yifei Huang & Colette Ward

Customer Demographic *Female *24-35 *Upper-Middle class young adults & young professionals *Located in large urban centers, resort cities, suburban markets *Balances work, family, and an active social life

Location-Store A

The Grove Los Angeles, CA

Melrose Avenue Los Angeles, CA

Hudson Yards New York, NY

Prince Street New York, NY

Georgetown Washington, D.C

Newbury Street Boston, MA

Location-Store B

Westfield Century City Los Angeles, CA

Fashion Island Newport Beach, CA

Main Street East Hampton, NY

Tyson’s Corner Tyson, VA

Trend Research

Cropped Top

Polo Top

Crewneck

V-neck

Camisole

Assortment Plan

Store A

Sweater

Blouse Tanks Blouse

Long Sleeve

Short Sleeve

Store B Sweater

Short Sleeve

Blouse

Long Sleeve

Tanks

Long Sleeve

CNR01V Units:36 C:$35 /R:$115

CNR02V Units:36 C:$37/R:$150

UKS01U Units:36 C:$38/R:$150

UKS02U Units:18 C:$46/R:$170

CNR03V Units:18 C:$45/R:$150

EXl01E Units:18 C:$42/R:$150

SIP01S Units:36 C:$46/R:$170

EXI02E Units:18 C:$43/R:$150

SIP02S Units:18 C:$45/R:$170

MAK01M Units:18 C:$58/R:$170

SIP03S Units:18 C:$60/R:$170

MAK02M Units:18 C:$56/R:$170

Store A

CNR01V Units:18 C:$35 /R:$115

SIP01S Units:18 C:$46/R:$170

SIP02S Units:18 C:$45/R:$170

CNR02V Units:18 C:$37/R:$150

UKS01U Units:18 C:$38/R:$150

MAK02M Units:18 C:$56/R:$170

EXI02E Units:18 C:$43/R:$150

SIP03S Units:18 C:$ 60/R:$170

Store B

CNR01V Units:18 C:$35 /R:$115

SIP01S Units:18 C:$46/R:$170

CNR02V Units:18 C:$37/R:$150

CNR03V Units:18 C:$45/R:$150

EXl01E Units:18 C:$42/R:$150

UKS01U Units:18 C:$38/R:$150

UKS02U Units:18 C:$46/R:$170

MAK01M Units:18 C:$58/R:$170

Short Sleeve

CNR04V Units:18 C:$25 /R:$105

SIP04S Units:36 C:$49/R:$130

SIP05S Units:18 C:$39/R:$115

UKS03U Units:36 C:$38/R:$115

EXl03E Units:12 C:$35/R:$115

EXl04E Units:18 C:$35/R:$130

MAK03M Units:30 C:$35/R:$115

MAK04M Units:24 C:$39/R:$130

Store A

UKS03U Units:18 C:$38/R:$115

SIP04S Units:18 C:$49/R:$130

MAK04M Units:12 C:$39/R:$130

EXl04E Units:18 C:$35/R:$130

SIP05S Units:18 C:$39/R:$115

MAK03M Units:12 C:$35/R:$115

Store B

CNR04V Units:18 C:$25 /R:$105

UKS03U Units:18 C:$38/R:$115

MAK04M Units:12 C:$39/R:$130

MAK03M Units:18 C:$35/R:$115

SIP04S Units:18 C:$49/R:$130

EXl03E Units:12 C:$35/R:$115

Tank

CNR05V Units:36 C:$30 /R:$95

CNR06V Units:36 C:$31 /R:$95

UKS05U Units:36 C:$37/R:$115

EXl05E Units:24 C:$44/R:$12 0

SIP06S Units:12 C:$20/R:$120

EXl06E Units:18 C:$39/R:$115

UKS04U Units:12 C:$40/R:$120

MAK05M Units:18 C:$41/R:$120

Store A

CNR05V Units:18 C:$30 /R:$95

CNR06V Units:18 C:$31 /R:$95

EXl05E Units:12 C:$44/R:$12 0

UKS05U Units:18 C:$37/R:$115

EXl06E Units:18 C:$39/R:$115

UKS04U Units:12 C:$40/R:$120

Store B

CNR05V Units:18 C:$30 /R:$95

CNR06V Units:18 C:$31 /R:$95

EXl05E Units:12 C:$44/R:$12 0

UKS05U Units:18 C:$37/R:$115

MAK05M Units:18 C:$41/R:$120

SIP05S Units:12 C:$20/R:$120

Blouse

CNR07V Units:12 C:$45/R:$125

EXl07E Units:12 C:$43/R:$125

SIP07S Units:12 C:$54/R:$165

EXl08E Units:12 C:$48/R:$165

UKS06U Units:24 C:$55/R:$180

MAK06M Units:24 C:$50/R:$180

Store A

CNR07V Units:12 C:$45/R:$125

EXl08E Units:12 C:$48/R:$165

MAK06M Units:12 C:$50/R:$180

UKS06U Units:12 C:$55/R:$180

Store B

SIP06S Units:12 C:$54/R:$165

MAK06M Units:12 C:$50/R:$180

EXl07E Units:12 C:$43/R:$125

UKS06U Units:12 C:$55/R:$180

Sweater

CNR08V Units:12 C:$45/R:$185

UKS07U Units:12 C:$55/R:$185

SIP08S Units:24 C:$59/R:$225

EXl09E Units:12 C:$48/R:$185

SIP09S Units:24 C:$62/R:$225

MAK07M Units:12 C:$50/R:$185

Store A

SIP08S Units:12 C:$54/R:$22 5

CNR08V Units:12 C:$45/R:$185

MAK07M Units:12 C:$50/R:$185

SIP09S Units:12 C:$/R:$225

Store B

SIP08S Units:24 C:$59/R:$225

EXl09E Units:12 C:$48/R:$185

SIP09S Units:24 C:$62/R:$225

UKS07U Units:12 C:$55/R:$185

Pricing Strategy Long Sleeve $115-$170 Short Sleeve $105-$130 Tanks $95-$120 Blouse $125-$180 Sweater $155-$225

Cumulative MU%: 70.11%

Purchase Orders

Advertising and Promotional Plan

Citation ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Fry, R. (2020, July 27). Millennial households are earning more than most older Americans did at the same age. Retrieved December 07, 2020, from https://www.pewresearch.org/fact-tank/2018/12/11/young-adult-households-are-earning-more-than-most-older-americans-did-at-the-same-age/ Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2167/fashion/article/88862 Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2167/fashion/article/88948 Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2167/fashion/article/88972 Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2167/fashion/article/89025 Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Library Wide: Fashion Institute of Technology. (2020). Retrieved December 07, 2020, from https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW Vogels, E. (2020, September 23). Millennials stand out for their technology use, but older generations also embrace digital life. Retrieved December 07, 2020, from https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/ Vogels, E. (2020, September 23). Millennials stand out for their technology use, but older generations also embrace digital life. Retrieved December 07, 2020, from https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/

Spring 21 Concept Department/Category of Merchandise: Tops Price Point: Contemporary 95-225 Classifications: Long Sleeve 115-170 (115, 150, 170) Short Sleeve 105-130 (105,115, 130) Tanks 95-120 (95,105,120) Blouse 125-180 (125,165,180) Sweater 155-225 (155,185,225) Locations: A Stores The Grove Los Angeles, CA 90036 43% of the population make 100k plus 29.0% of the female population 25-34 9.0% 15-24 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny Hudson Yards New York, NY 10001 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 50% of the population make 100k plus 15-24 18.6% 25-34 27.5% Prince Street New York, NY 10012 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 11.8% 25-34 31.86% 52% of the population makes 100k plus Melrose Avenue Los Angeles, CA 90038 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 12.9% 25-34 21.8% 16% of the population makes 100k plus Georgetown Washington, D.C. 20007 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 60% of the population makes over 100k 15-24 15.1%

25-34 29.8% Newbury Street Boston, MA 02115 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 52.3% 25-34 20.5% 34% of the population makes over 100k 50,000 median household income B Stores Westfield Century City Los Angeles, CA 90067 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 3.2% 25-34 8.6% 35- 44 5.6% Median age female 67.8 125,000 median household income Fashion Island Newport Beach, CA 92660 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 10.8% 25-34 11.4% 35-44 10.3% Median female age 49 62% of the population makes over 100k Main Street East Hampton, NY 11937 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 10.3%​ 25-34 11.2% 35-44 11.6% 45-54 13.7% Median age female 45.5 48% makes over 100k *Tyson’s Corner Tyson, VA 22102 https://libproxy.fitsuny.edu:2661/dnow/?p=DNOW&u=fitsuny 15-24 11.3% 25-34 16.6% 35-44 14.6% 45-54 13.6% 40.3 median female age 61% make over 100k

https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/ https://www.pewresearch.org/fact-tank/2018/12/11/young-adult-households-are-earning-more-th an-most-older-americans-did-at-the-same-age/ https://www.pewresearch.org/fact-tank/2019/09/09/us-generations-technology-use/

Trend report https://libproxy.fitsuny.edu:2167/fashion/article/88862 https://libproxy.fitsuny.edu:2167/fashion/article/89039 https://libproxy.fitsuny.edu:2167/fashion/article/88862#page_3 https://libproxy.fitsuny.edu:2167/fashion/article/88948#page_5 https://libproxy.fitsuny.edu:2167/fashion/article/89025#page_3 https://libproxy.fitsuny.edu:2167/fashion/article/88972#page_2 Advertising and Promotional Plan 20 % coupn

Written Customer Profile C Store Location(s) C Written & Visual Assortment/Classifications/Styles C&M Floor Plans M Purchase Order C&M Assortment Sheet C&M Advertising and Promotional Plan C&M EC 6 Month Plan C&M

Background Research and Why? C