Club Monaco Kids - Brand Extension

KIDS

J AV I E R A S T U R I A S / N ATA L I A M E D I N A / FA S M 3 1 0 / FA L L 2 0 1 8

INDEX HISTORY OF COMPANY CUSTOMER PROFILE MOOD BOARD COLLECTION PREVIEW COLOR PALETTE FABRIC COLLECTION UNIQUE CHARACTERISTICS SCOPE AND SIZE COMPETITION LINE LIST COSTING SHEETS 1-10 TECH PACKS 1-10

UNIT ASSORTMENT PLAN MANUFACTURER TNA SALE PLAN & MARGIN PACKING SOCIAL MEDIA WINDOW DISPLAY PRINT AD LAUNCH EVENT

H I S T O R Y O F T H E C O M PA N Y

Club Monaco is a high-end casual clothing retailer owned by Ralph Lauren. With more than 140 locations worldwide.

In 1985, Canadians Joe Mimran, Saul Mimran and Alfred Sung opened the first store in Toronto. Their second location was located in the Promenade Mall in Thornhill. The first US store opened in Santa Monica in 1989. Until 1999, Club Monaco was a Canadian company and was based at Avenue Road and Bloor Street West along the Mink Mile in Toronto.Ralph Lauren has allowed Club Monaco to exist as an independent entity within the group.

CUSTOMER PROFILE Age: 20-35 Married with two girls College Educated Financially Stabe High Disposable Income Salary: 100K- 350K Simple and Classy Style Trend Conscious Olways on Trend

Age: 20-45 Single Dad with one boy College Educated High Disposable Income Salary: 100K- 350K Simple and Classy Style Trend Conscious Quality over quantity

CUSTOMER PROFILE Tom 7 years old Second Grader Outgoing personality Enjoys going to tennis lessons Loves sport cars

Claire 9 years old Fourth Grader Shy Personality Enjoys shopping with her mom Enjoys riding lessons

MOOD BOARD

COLLECTION PREVIEW

C O L O R PA L E T T E C: 47

C: 57

M: 57 Y: 77 K: 47

M: 51 Y: 43 K: 42

C: 53

C: 32

C: 36

C: 25

M: 45 Y: 67 K: 35

C: 23

M: 31 Y: 45 K: 32

M: 24 Y: 54 K: 56

C: 27

M: 34 Y: 53 K: 58

M: 43 Y: 46 K: 38

M: 35 Y: 45 K: 47

C: 16

M: 25 Y: 35 K: 23

C: 13

M: 24 Y: 31 K: 21

FA B R I C C O L L E C T I O N

100% Cotton

70% Wool 30% Polyester

100% Cotton

100% Cotton

100% Cotton Chambray

100% Cotton Corduroy

100% White Satin 50% Cotton 50% Polyester

100% Cotton Pique

100% Wool Fuzzy Woven

UNIQUE CHARACTERISTICS Culotte Pants with Bow Comfortable elastic band surrounds the inside of the waist for further stretch.

This characteristic allows more comfort for the child and makes wearing the pants easier and more accessible.

The elastic band allows the ability to tighten the waist band until it fits.

The extra space allows for the pants to be used longer and are more practical than zippers or buttons.

KIDS Size ( 5,6,7,8, / S,M,L,XL) Small Collection Timeless Designs Higher Quality Price range: $70 - $120 Includes: Shirts, Turtle Neck Sweater, Blouses, Pants, Jackets and Coats.

COMPETITORS

LINE LIST Style: FW/19/S1 Cost: $21.52 Retail: $85 MU: 75%

Style: FW/19/S5 Cost: $30.41 Retail: $76 MU: 60% Style: FW/19/S3 Cost: $27.25 Retail: $68 MU: 60%

Style: FW/19/S2 Cost: $19 Retail: $67 MU: 72%

Style: FW/19/S4 Cost: $37.37 Retail: $93 MU: 60%

LINE LIST Style: FW/19/S9 Cost: $65 Retail: $118 MU: 45%

Style: FW/19/S7 Cost: $31.28 Retail: $78 MU: 60%

Style: FW/19/S8 Cost: $24.19 Retail: $86 MU: 72%

Style: FW/19/S10 Cost: $12.54 Retail: $85 MU: 85%

Style: FW/19/S6 Cost: $29.58 Retail: $118 MU: 75%

UNIT ASSORTMENT PLAN

M A N U FA C T U R E R

Master Incam ( Cambodia) . Ltd

UNIT BREAKDOWN

CALENDAR

S A L E S P L A N A N D AVA R A G E M A R G I N

PA C K A G I N G

SOCIAL MEDIA

WEBSITE

LAUNCH EVENT

Location: Club Monaco Flashship Store 160 5th Ave, New York, NY 1001 Budget: $25,000 Refreshments, exclusive access to the collection, special appearances by Gisele Bündchen and her family.

By invitation only

SOURCES http://www.clubmonaco.com/home/index.jsp https://www.complex.com/style/2015/10/things-you-didnt-know-about-ralph-lauren/ralph-laurenowns-club-monaco https://fashionista.com/2015/04/club-monaco-fall-2015 https://www.nytimes.com/1999/03/02/business/ralph-lauren-buying-casual-clothing-retailer.html https://www.gq.com/story/club-monaco-2018-relaunch https://www.fashionmodeldirectory.com/brands/club-monaco/

KIDS