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DANIELLE HARP MERCHANDISE MANAGEMENT


TABLE OF CONTENTS MISSION STATEMENT MISSION PHILOSOPHY MOOD BOARD CUSTOMER PROFILE STYLE NUMBERING SYSTEM MODEL LINE SHEETS COST SHEETS DEVELOPMENT CALANDER UNIT DISTRIBUTION SHEET INVOICE WORKSHEET INTRODUCTORY FLOOR PLAN KEY CODE WORKSHEET FIXTURE WORKSHEET MAINTANENCE FLOOR PLAN CLEARANCE FLOOR PLAN


MISSION STATEMENT Inspired by the shapes and textures of architectural images,

strives to offer

trendy, high-quality, luxurious bedroom textiles.


MISSION PHILOSOPHY offers customers a piece of luxury, class, sophistication, and most notably, art. We are inspired by the shapes and lines around us. The designs are hand drawn by our in-house architects and then sewn into the bedding textiles. This line reflects our vision: to bring art into your home. From our colorful duvets and quilts, to our muted drapery, Christopher Harp offers everyone something for their home. While staying current with trends, our pieces highlight the colors of the season. Christopher Harp is sold September 2014 to December 2014 and can be purchased at Bloomingdales stores throughout the country including Soho, New York, Newport, California, and Chicago, Illinois.


MOOD BOARD


Region: East Coast, Greenwich, CT City Size: 61,101 Population density: Rural Climate: Seasonal

DEMOGRAPHICS:

Age: 35-50 Sex: Female Family Life Cycle: 2 people Income: $75,000+ Education: Professional Occupation: Marketing Account Executive

CUSTOMER PROFILE

GEOGRAPHIC:

SOCIOCULTURAL:

Culture: American Social Class: Upper-class

EFFECTIVE & COGNATIVE: Degree of Knowledge: Expert Benefits Desired: Prestige, Functionality, Convenience Attitude: Positive BEHAVIORAL:

Brand Loyalty: Undivided Loyalty Store Loyalty: Undivided Loyalty Usage Rate: Medium User Status: Current User Payment Method: Credit Card Media Usage: Newspapers, Magazines Usage Situation: Vacation, Work


CAMERON JAMES Cameron James wakes up in her perfectly designed, luxury bedroom with drapes flowing in the sun-beamed room in her 2 story home in Greenwich, CT. She puts on her Phillip Lim robe and makes her way down the creaky wooden stairs to the kitchen. She turns on her espresso machine. She makes herself a latte, grabs a seat at her desk, and goes through her emails. She responds to her clients, makes a few phone calls and begins to read the Huffington Post online as her she sips her cooled latte. She looks at the time on her rose gold Rolex given to her weeks before for her 39th birthday from her husband Ryan. It reads 6:46am. She grabs her yogurt and granola out of the fridge, and calls her best friend to make after work drink plans at the Hurricane Club. She then goes upstairs, hops in the shower, opens up her closet and sighs. She forget to pick up the pile of clothes she left of the floor from her bath the night before. She decides on a silk, button-up shirt, a black leather skirt and her favorite Brian Atwood heels. She puts on some makeup, her signature red lips, and gives her straight, auburn hair a comb through. She checks her watch, grabs her Celine bag, gets into her white BMW suv, and drives 10 minutes to the train station. She hops on the train and by 9:30am she arrives at Grand Central. She hops on the 6 train and gets off at 34th and Park, and walks up into a towering office building. She works until 6pm, hops in a cab and heads to the Hurricane Club. Lisa is already there, her best friend since college. They have a few drinks, catch up and Ryan calls her waiting outside for a ride home. She hops into the 2-door Mercedes, and they chat about their day. They arrive an hour later back in Greenwich where Ryan drops her at her car still parked at the station. When she arrives back home, Ryan is making up a cheese plate and they decide to sit outside on their porch and sip some wine. They sit outside for an hour and decide that they will take a weekend trip to Maine the following weekend. They look at the clock, it reads 10:45pm, but tomorrow is Saturday so they figure they can sleep in. They turn on some music, The Clash, her favorite, and continue to drink and talk. They eventually make their way upstairs. She settles into the covers, reads a little bit and falls asleep.


STLYE NUMBERING SYSTEM


BURNHAM FITTED SHEET

100% COTTON SHEEN 1A11211 FULL - KING RETAIL PRICE $390.00


BURNHAM FLAT SHEET

100% COTTON SHEEN 1A12411 FULL – KING RETAIL PRICE $380.00


SULLIVAN PILLOWCASE

100% COTTON SHEEN 1A13211 FULL – KING RETAIL PRICE $75.00


SIZA BLANKET

51% POLYESTER, 49% COTTON 1A21557 ONE SIZE RETAIL PRICE $280.00


WRIGHT DUVET

100% COTTON PERCALE 1A22221 FULL - KING RETAIL PRICE $480.00


ADLER QUILT

100% COTTON TWILL 1A21261 FULL - KING RETAIL PRICE $355.00


BOTTA THROW PILLOW

100% LINEN 1A31234 20” x 20” RETAIL PRICE $75.00


KAHN PILLOW SHAM

100% COTTON PERCALE 1A32227 ONE SIZE RETAIL PRICE $105.00


WREN PANEL CURTAINS

51% SILK, 49% COTTON 1A41376 95” RETAIL PRICE $260.00


MAKI SHEER CURTAINS

100% POLYESTER SHEEN 1A41145 84” RETAIL PRICE $220.00


DEVELOPMENT CALANDER


UNIT DISTRIBUTION PLAN


INVOICE WORKSHEET


INTRODUCTORY FLOOR PLAN Y

X N

A

O

W

B

C

D

G

F

E

CASH WRAP

P

V

AA

T

Q

LOUNGE AREA

R

Z

L

U

M

BEGINNING UNITS ON HAND: 365 SALES: 146 ENDING UNITS ON HAND: 219

H

J

I S

K


KEY CODE SHEET


KEY CODE SHEET


KEY CODE SHEET


WOOD WALL UNIT SHELF FIXTURE: N/O/Q


DISPLAY BED

FIXTURE: Z/AA


DOUBLE-SIDED STAND-ALONE SHELF FIXTURE:P/R/S


WOOD TABLE

FIXTURE: T/U/V


WOOD SHELF FIXTURE: A/B/C/D/ E/F/G/H/I/J/K/L/M


CURTAIN ROD

FIXTURE: W


WINDOW

FIXTURE: X/Y


CASH WRAP


LOUNGE AREA


MAITENANCE FLOOR PLAN Y

X N

A

O

W

B

C

D

G

F

E

CASH WRAP

P

V

AA

T

Q

LOUNGE AREA

R

Z

L

U

M

BEGINNING UNITS ON HAND: 219 SALES: 88 ENDING UNITS ON HAND: 131

H

J

I S

K


CLEARANCE FLOOR PLAN CLEARANCE

CLEARANCE

CLEARANCE

CASH WRAP CLEARANCE CLEARANCE

NA

NA NA

NA

NA NA

BEGINNING UNITS ON HAND: 131 SALES: 26 ENDING UNITS ON HAND: 105


BLOOMINGDALES PRESENTS

LAUNCH PARTY SATURDAY AUGUST 30, 2014

7-9pm

Introducing the Fall/Winter 2014 Home Collection from Join us at Bloomingdales – Soho To Celebrate 504 BROADWAY NEW YORK, NY 10012 Reserve your spot to view the collection: RSVP@CHRISTOPHERHARP.COM


MARKETING PLAN TOTAL RETAIL SALES: % MARKETING BUDGET: $ MARKETING BUDGET:

$106,145 8% $8,492


OBJECTIVE #1: Increase product awareness among the target audience by 20% by end of year one STRATEGY: F/W 2014 Christopher Harp Launch Party TACTICS: •  •  •  •  •  •  •  •  •  • 

Secure space in Bloomingdales Create invitations Create RSVP email Inform store associates of event Get Absolut to sponsor event Book DJ Book caterer Book videographer Rent tables, linens, silverware, lights Ensure store is ready for opening, all product is organized and out/displayed •  Send out reminders a week before event to guests who have RSVP’d and those who have not •  Obtain footage from event and post to website EVALUATION: Marketing Manager email Bloomingdales customers the following month (November 1, 2014) via email survey if they have heard of the Christopher Harp brand


OBJECTIVE #2: Increase sales among women over 30 by 20% by year two STRATEGY: Advertise in local newspaper in suburban area outside the store TACTICS: •  •  •  •  •  •  •  • 

Contact newspaper: obtain media kit Secure date Determine size Pick a product Pick photographer, photograph product Create rough layout Turn in layout Send ad to newspaper and see rough draft

EVALUATION: Finance Manager will look at sales September 1, 2016 to determine who is buying our products (check zip codes, names and birth date)


OBJECTIVE #3: To achieve 15% of sales through the internet by year two STRATEGY: Develop an online store TACTICS: •  •  •  •  •  • 

Buy domain name Buy host website membership Take photographs of all products for website Select payment processor Create a great design that represents the brand Create a Facebook, Twitter, Pinterest, and Instagram to promote website and brand •  Register the business •  Launch site EVALUATION: Finance Manager will analyze online retail sales at end of year 2 (September 1, 2016)


OBJECTIVE #4: To become nationally recognized and established by 2016 STRATEGY: To open stores in Bloomingdales in San Francisco, California, Lenox Square, Georgia and Miami, Florida. TACTICS: •  Create a business plan which highlights the angle, strategy and road map to how new stores will be opened and be successful •  Secure spaces/locations for new stores (make sure it is in a profitable area) •  Determine inventory needs based on audience of each store •  Purchase fixtures, shelving, lighting, decorations •  Interview new store employees •  Obtain business license and set up tax account in each new store location •  Create buzz about new store openings via social media EVALUATION: Marketing Manager will determine if new stores have been opened in California, Georgia and Florida Bloomingdales by September 2016


MARKETING PLAN CALANDER


DESIGNER BIO

Danielle Harp attended Columbia College

Chicago where she earned a bachelors degree in Fashion Business with a minor in Marketing. After graduation she worked for Ogilvy & Mather in Chicago for 5 years and later transferred to work for them in New York City. After working for the company for 8 years, Ms. Harp decided that she wanted to travel the world. She moved to Europe where she lived in Berlin for 2 years and later returned to the states to work for LVMH Corporate working as the Marketing Manager for Tag Heuer watch brand. Danielle started to become inspired by the architecture around her as she traveled for business while working for Tag Heuer. When she returned back to Chicago for business she noticed all of the architecture in the skyline that she truly missed. She went back to her hotel room and designed the Christopher Harp F/W/ Collection of 2014.


News Release Contact: Edelman Public Relations & Communications publicrelations@edelman.com

Tel: 212-555-3475 Fax: 212-555-4356

FOR IMMEDIATE RELEASE Saturday, August 23rd, 2014 Launch Party for Christopher Harp Fall/Winter 2014 Collection Brings Architecture to Your Home Edelman is pleased to announce the Fall/Winter 2014 Collection with a launch party at Bloomingdales in Soho - New York. The collection features bright, colorful quilts, duvets, and pillows and muted tones of mustard, blue, and gray blankets and drapery. The collection features lines and shapes with printed architectural blue-prints making this collection unique. The invite-only event will be held August 30, 2014 from 7-9pm at 504 Broadway, New York, NY 10012 (Bloomingdales – Soho) and will include cocktails sponsored by Absolut, a live DJ and industry critics. Following the event, the Creative Director, Danielle Harp, will be available to network and share her inspiration for the collection. “This collection was inspired by the architecture all around us. The shapes and lines we see everyday led me to create these home furnishings. We are excited to debut this line at Bloomingdales and look forward to a fun night full of fashion and dancing”

PRESS and STORE BUYERS, please email for accreditation. Include name(s) and title(s) of attendees, company name, telephone and e-mail address. We will confirm by return e-mail. charplaunch@edelman.com or call 212-555-3475. EDITORS: Hi-res photos are available upon request.


BUSINESS CARD

DANIELLE HARP CREATIVE DIRECTOR 405 GREENWICH AVE. GREENWICH, CT 06830 203-555-7483 WWW.CHRISTOPHERHARP.COM


BURNHAM FITTED SHEET

100% COTTON SHEEN 1A11211 FULL – KING


BURNHAM FLAT SHEET

100% COTTON SHEEN 1A12411 FULL – KING


SULLIVAN PILLOWCASE

100% COTTON SHEEN 1A13211 FULL – KING


SIZA BLANKET

51% POLYESTER, 49% COTTON 1A21557 ONE SIZE


WRIGHT DUVET

100% COTTON PERCALE 1A22221 FULL - KING


ADLER QUILT

100% COTTON TWILL 1A21261 FULL - KING


BOTTA THROW PILLOW

100% LINEN 1A31234 20” x 20”


KAHN PILLOW SHAM

100% COTTON PERCALE 1A32227 ONE SIZE


WREN PANEL CURTAINS

51% SILK, 49% COTTON 1A41376 95”


MAKI SHEER CURTAINS

100% POLYESTER SHEEN 1A41145 84”

Christopher Harp  

Developed a home goods line for Merchandise Management. This project includes customer psychographics, model line sheets, cost sheets, store...

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