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Fall 2012 Kathleen McEntire


Mission Statement: The Elizabeth and James Company is committed to providing customers with a variety of high quality apparel, shoes and accessory lines. Our products are to use only the finest natural fabrics and fibers. Naked provides women with comfortable, convenient and unique pieces. Each customer wears naked a different way encouraging creativity and personal style.

Business outline

Kathleen McEntire Merchandise Manager kathleenmac@ymail.com

sustainable hemp fashion www.elizabethandjames.com www.facebook.com/nakedbyej @Nakedbyej


Vision Statement: Globally sell Naked by Elizabeth and James clothing through Nordstrom stores and open a flagship in New York Late Summer 2015.

Business outline


Campaign for Commercial Hemp Farming • one of the most diverse plants on the planet • fuel, food, clothing, building products, and medicine • hemp is illegal to grow in the United States • CRRH (campaign for the restoration and regulation of hemp) • promote awareness and action to changing the current laws


Selling Appeal: Texture, Quality Fabrics, Simplicity Distinct Characteristics: Naked provides garments with the finest hemp blended fabrics creating a cohesive silhouette, interesting patterns to achieve a simple but chic look. Brand Identity: Each garment is store has a label that is removable. The eye catching label contains information about each piece and a sketch of the appropriate garment.


Fall 2012


Hemp Fibers Strong: Three times the tensile strength as cotton Weather Resistant: UV and mold resistant, outdoor wear Versatile: Blended with other fibers for different qualities Cost –Effective: Minimal growth requirements Environmental Friendly: Little water and no use of chemicals, fertilizers and is a renewable resource, harvested within 4 months of planting (3 times a year).


Style Numbers Flutter Top: (long) Flutter Top: (short) Braid Wrap: Half Moon Top:

V- Cardigan: Fringe Jacket: Panel Skirt: Patchwork Bottoms: Capri Pant: Flapper Dress: Feather Dress:

2C1C42-01 2C1C42-05 2C1A52-06 2C1B42-02 2C1B42-03 2C1D52-04 2C1D52-05 2C1B42-06 2C3J62-04 2C2E22-01 2C2F32-07 2C2I212-03 2C4O22-07 2C4N62-02


Tops

Flutter Top (long sleeve) #2C1C42-01: Dark Purple #2C1C42-05: Orange Print Hemp/Cotton Blend $82/$165

Flutter Top (short top) #2C1A52-06: Cream Hemp/Silk Blend $78/$160

Braid Wrap #2C1B42-02: Maroon #2C1B42-03: Brown Hemp/Cotton Blend $104/$210


Tops

Half Moon #2C1D52-04: Royal Blue #2C1D52-05: Orange Print Hemp/Silk Blend $80/$160

V-Cardigan #2C1B42-06: Cream Hemp/Cotton Blend $76/$155

Fringe Jacket #2C3J62-04: Royal Blue Hemp/Wool Blend $112/$450


Bottoms

Patchwork Bottoms #2C2F32-07: Patchwork Dark Purple Hemp/Canvas Blend #2C2F22-01: Dark Purple $182/$365

Capri Pants #2C2I212-03: Brown Leather $130/$210

Panel Skirt #2C2E22-01: Dark Purple Suede $158/$320


Dresses

Flapper Dress #2C4O22-07: Patchwork Hemp/Cotton Blend $98/$200

Feather Dress #2C4N62-02: Maroon Hemp/Wool Blend $120/$240


Merchandising Tags Placed on every garments. Inside contains a rough sketch of that specific piece.


Purchase Order – Nordstrom Fall 2012


Nordstrom : Fall 2012 Purchase Order Summary Total Units 328 Total Wholesale $37,820.00 Total Retail $88,780.00 Total Stores 15


Nordstrom : Fall 2012 Sales Projection Summary: Introductory: 27% Beginning on hand Sales Ending on hand Maintenance: 36% Beginning on hand Sales Ending on hand Clearance: (30-50%) 37% Beginning on hand Sales Ending on hand

August 1, 2012- August 31, 2012 328 91 237

September 1, 2012 - October 7, 2012 237 118 119 October 8, 2012 - October 31, 2102 119 119 0


Merchandising

Introduction Phase Nordstrom Women’s Contemporary


Merchandising

Maintenance Phase Nordstrom Women’s Contemporary


Merchandising

Clearance Phase Nordstrom Women’s Contemporary


In Store Merchandising


In Store Merchandising


Catalog to customers • Info packet of hemp


Catalog to customers


Catalog to customers


Catalog to customers


Catalog to customers


Marketing Budget • • • • •

Total Stores: Total Units: Total Wholesale: Total Retail: Projected Marketing Budget: • Actual Marketing Budget:

15 4,920 $567,300.00 $1,331,700.00 $100,000.00

$75,078.00


Marketing : Phase One

• OBJECTIVE: Gain awareness to the Naked by Elizabeth and James Brand • STRATEGY: Educate the customer about the quality and fibers of Naked garments and sustainable fashion. • TACTIC: Mail catalog, Online catalog, email list, Facebook, twitter, Naked blog, Naked Website • CONTROL: Facebook friends, Website visits & duration, twitter response, interaction on blog, email data


Marketing : Phase Two • OBJECTIVE: Increase Elizabeth and James sales by 12%. • STRATEGY: High attendance at launch events. • TACTIC: Launch Event, Invitations, Street Advertisement, Email list, Facebook, twitter, Naked blog, Naked Website • CONTROL: Facebook friends, Website visits & duration, twitter response, interaction on blog, email data, Launch event attendance


Street/Magazine Advertisements


Launch Event Nordstrom Presents: Naked by Elizabeth and James Launch Event Where: When: Why: regulation

5 2 0 N. M i c h i g a n A v e . C h i c a g o , I L F r i d a y, A u g u s t 3 , 2 0 1 2 / 7 - 9 p m . 10% of Profits donated to CRRH (campaign for the restoration and

of hemp)

F r e e N a k e d To t e w i t h P u r c h a s e


Launch Event gift card


Marketing : Phase Three

• OBJECTIVE: Establish a loyal customer base. • STRATEGY: Provide repeat customers benefits through email and direct mail. • TACTIC: 20% off mailer, email list, Facebook promotion, twitter promotion, Naked blog, Naked Website • CONTROL: Facebook friends, Website visits & duration, twitter response, interaction on blog, email data, response to 30% off receipt return & 20% off mailer returns


Sources elizabethandjames.us http://envirotextile.com/chinese-hemp-fabric/index.html www.ccrh.org www.hemp.org Allure Magazine; September 2011 www.Nordstrom.com


Fall 2012 Kathleen McEntire

Naked by: Elizabeth and James Presentation  

Presentation version of Merchandise Management project: Brand Extension.

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