Merchandising: Concept to Consumer by K Kehoe-Kozak

2 K

Collections Classic pieces for everyday life.

Kelsey Kehoe-Kozak Merchandising: Concept to Consumer Fall 2014

Table of contents •  Mood Board

•  Cover Page

•  Mission and Vision Statement

•  Product Development Calendar

•  Mission Philosophy

•  Unit Distribution Sheets

•  Customer Profile

•  Sample Invoice

•  Demographics •  Psychographics

•  Style Numbering System •  Line Sheets •  Cost sheets 2

•  Store Layout Plans •  •  •  •  •

Introduction Examples of Fixtures Fixture Key Code Sheets Maintenance Close out

2 K

Collections

Classic pieces for everyday life.

2 K

COLLECTIONS

K2 Collectionsâ&#x20AC;&#x2122; mission is to provide a variety of high quality casual, versatile, everyday looks for the established woman while offering customer rewards coupons to insure customer satisfaction and loyalty. In the future, we envision our collections gaining a loyal customer base that is always growing by providing excellent customer service and delivering pieces that are easily interchangeable in order to maximize the practicality and lifecycle of each piece.

Mission philosophy K2 Collections philosophy is keep it simple, classic, and stylish. Our selling appeals to the established woman who needs a versatile wardrobe to cater to her demanding daily life. Each piece can be combined in new fashionable ways and can be dressed up or down to appeal to a broad range of women. Our competitive advantage is our brand availability in womenâ&#x20AC;&#x2122;s departments in Midwestern department stores. Customers can find K2 Collections anywhere they shop at great prices during the fall seasons (September 2016 to December 2016).

Demographics •  Geographic Segmentation •  •  •  •

Region: North City Size: Up to 100,000 Population Density: Suburban Climate: Temperate

•  Demographic Segmentation •  •  •  •

Age: 35-54 Gender: Female Household Size: All Income: 100,000 +

•  Occupation: Professional •  Education: Any

•  Sociocultural Segmentation •  Culture: All

•  •  •

Religion: No Specific Affiliation National Origin: All Race: All

•  Social Class: Upper & Upper-Middle Class •  Marital Status: All •  Psychographics: Achievers, Strivers

•  Affective & Cognitive Segmentation •  Degree of Knowledge: Expert •  Benefits Sought: Convenience, Economic •  Attitude: Positive

•  Behavioral Segmentation •  •  •  •  •  •

Brand Loyalty: Divided Store Loyalty: Divided Usage Rate: Light-Medium User Status: Current/Potential User Payment Method: Credit Card, Cash Media Usage: Online Sources, Magazines, Television, Newspapers

psychographics •  Name: Janet Ozzauto •  Age: 46 •  Occupation/Job Level: Lunch Supervisor

•  Magazines: Redbook, Instyle, Time, Vogue, People •  Hobbies: Cooking, Running, Reading

•  Stores/Brands: American Eagle, •  Where do they live? Algonquin, IL Nordstrom's, Kohl’s, Under Armor, North Face •  Marital Status: Married •  Shopping Attitude: Bargain Hunter, Coupon Clipper •  Education Level: Any •  Life-stage: Mid-Life •  Movies: Family comedies •  Restaurants: Good deals 7

Style numbering

1.  Year: 1.  2016 2.  2017

2.  Season: A.  Fall B.  Winter C.  Spring D.  Summer

3.  Class:

4.  Cardigan 5.  Lounge Pullover

2.  Bottoms 1.  Straight Jeans 2.  Cuffed Crops 3.  Lounge Pants

3.  Dresses 1.  Belted Shirt Dress

4.  Outerwear

1.  Tops 2.  Bottoms 5.  Shoes

5.  Color:

3.  Dresses 4.  Outerwear 5.  Shoes

2.  Brown

1.  Black

4.  Sub-Class:

3.  Navy

1.  Jersey

6.  Fabrication:

6.  Other

5.  White

4.  Gray

1.  Tops 1.  Long Sleeve Blouse 2.  Short Sleeve Blouse 3.  Short Sleeve Tshirt

2.  Polyester 3.  Spandex 4.  Denim 5.  Blend 6.  Cotton

7.  Size: 1.  Small 2.  Medium 3.  Large 4.  Extra Large 5.  2 6.  4 7.  6 8.  8 9.  10 J.  12 K.  14 Example: 1A11122 1- 2016 A- Fall 1- Tops 1- Long Sleeve Blouse 1- Black 2- Polyester 2- Medium

Long Sleeve Blouse •  Style Number: 1A11122 •  Fabrication: Polyester •  Size Range: S-XL •  Retail Price: $40.95 •  Colors: Black, White, Navy •  Style with… straight jeans or cropped jeans with a cardigan 9

Short Sleeve Blouse •  Style Number: 1A12622 •  Fabrication: Polyester •  Size Range: S-XL •  Retail Price: $30.95 •  Colors: Black, White, Navy, Gray •  Style with… straight jeans or cropped jeans with cardigan

Short Sleeve t-shirt •  Style Number: 1A13412 •  Fabrication: Jersey •  Size Range: S-XL •  Retail Price: $50.95 •  Colors: Black, White, Navy, Gray •  Style with… straight or cropped jeans or lounge joggers with pullover or cardigan 11

cardigan •  Style Number: 1A14112 •  Fabrication: Jersey •  Size Range: S-XL •  Retail Price: $80.95 •  Colors: Black, Navy, Gray •  Style with… any blouse or t-shirt or shirt dress, for a dressed up or down look 12

Lounge pullover •  Style Number: 1A15352 •  Fabrication: Blend •  Size Range: S-XL •  Retail Price: $45.95 •  Colors: Black, White, Navy, Gray •  Style with… straight or cropped jeans or lounge joggers

Straight jeans •  Style Number: 1A21348 •  Fabrication: Denim •  Size Range: 2-14 •  Retail Price: $75.95 •  Colors: Navy, White, Black, Gray •  Style with… any blouse, t-shirt, or pullover; easy to dress up and down depending on the day 14

Cuffed crops •  Style Number: 1A22348 •  Fabrication: Denim •  Size Range: 2-14 •  Retail Price: $70.95 •  Colors: Navy, White, Black •  Style with… any blouse, tshirt, or pullover

Lounge pants •  Style Number: 1A23452 •  Fabrication: Blend Knit •  Size Range: S-XL •  Retail Price: $70.95 •  Colors: Black, Navy, Gray •  Style with… short sleeve tshirt and cardigan or lounge pullover

Belted shirt dress •  Style Number: 1A31618 •  Fabrication: Lightweight Denim •  Size Range: S-XL •  Retail Price: $90.95 •  Colors: Navy •  Style with… open front cardigan

Long sleeve v front blouse with patch pocket Small- Extra Large Black, White, Navy 1 5/8

$3.50

1A11122 Fall 2016

$20.95 $40.95

$5.69

Polyester

$0.10

$0.30

$0.30 $1.00 $1.90 $0.38 $0.75 $0.40

$4.43 $10.42

Long Sleeve Blouse

$5.69

Short sleeve blouse with raglan sleeves with gathering at the seams Small- Extra Large Black, White, Navy, Gray Polyester

1 1/4

$3.50

$0.30

$0.30 $0.50 $0.95 $0.22 $0.75 $0.40

$2.82 $7.50

Short sleeve blouse

$0.10

$15.95 $30.95

$4.38

1A12622 Fall 2016

Short sleeve t-shirt with elastic gathering at the sides Small- Extra Large Black, White, Navy, Gray Jersey

1 3/8

$6.00

$0.10

$0.30

16â&#x20AC;?

$0.99/yd

$0.44

$0.50 $0.95 $0.22 $0.75 $0.40

$2.82 $11.81

Short sleeve t-shirt

$0.74

$25.95 $50.95

$8.25

Elastic

1A13412 Fall 2016

Long sleeve open-front cardigan with slanted pockets Small- Extra Large Black, Navy, Gray Jersey

2 1/8

$7.50

1A14112 Fall 2016

$40.95 $80.95

$17.86

$15.94

$0.10

$0.30

$0.30 $1.00 $1.90 $0.38 $0.75 $0.40

$4.03 $20.27

cardigan

他 length sleeve lounge pullover with banded neckline and waist Small- Extra Large Black, White, Navy, Gray 1 3/4

$4.75

$8.31

$0.10

$0.30

$0.30 $0.50 $0.95 $0.22 $0.75 $0.40

$2.82 $11.43

$20.95 $45.95

Lounge pullover

Blend

1A15352 Fall 2016

1A21348 Fall 2016

Mid waist straight stretch jeans 2-14 1 3/4

$6.00

$10.50

Â˝

$2.79

$1.40

$11.90

Zipper

$0.20

$1/ 5 buttons $0.10

$2.19

$0.30

$2.69 $0.75 $1.50 $0.45 $0.75 $0.40

$3.85 $18.44

$35.95 $75.95

Straight jeans

Denim

Navy, White, Black, Gray

1A22348 Fall 2016

Mid waist cuffed cropped stretch jeans 2-14 Denim

Navy, White, Black $6.00

$9.75

Â˝

$2.79

$1.40

$11.15

Zipper

$0.20

$1/ 5 buttons $0.10

$2.19

$0.30

$2.69 $0.75 $1.50 $0.45 $0.75 $0.40

$3.85 $17.69

Cuffed crops

1 5/8

$35.95 $70.95

Lounge joggers with elastic waist and ankles Small- Extra Large Black, Navy, Gray Blend Knit

1 3/4

$6.50

$0.10

$0.30

40â&#x20AC;?

$1.29/yd

$1.42

$0.75 $1.50 $0.45 $0.75 $0.40

$3.85 $16.95

Jogger pants

$1.72

$35.95 $70.95

$11.38

Elastic

1A23452 Fall 2016

1A31612 Fall 2016

Lightweight Denim

2 3/8

$5.50

1 1/8 yd $2.79/yd

$13.06

$3.14

$16.20

8 3

$1/ 5 buttons $0.10

$1.60 $0.30

$1.90 $1.00 $1.90 $0.38 $0.75 $0.40

$4.43 $22.53

$45.95 $90.95

Belted Shirt dress

Roll sleeve lightweight denim button down shirt dress with tie belt Small- Extra Large Navy

K2 Collections 27

Classic pieces for everyday life.

PRODUCT DEVELOPMENT CALENDAR

SEASON/YEAR:

MONTH NOVEMBER DECEMBER STEP 1 Research market, packaging & scents STEP 2 Begin to design & sketch STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

STEP 8

STEP 9

STEP 10

STEP 11

STEP 12

JANUARY

FALL 2016

FEBRUARY

IN-STORE DELIVERY:

MARCH

APRIL

MAY

JUNE

SEPTEMBER 2016

JULY

AUGUST

SEPTEMBER OCTOBER

Swatch & begin to make samples Early production, retail orders placed Major production begins Major production continued… Major production… in-store promotions Shipping period, in-store promotions Shipping period, in-store promotions Shipping continued…

Store set up

Track retail selling, plan for next season

Unit distribution plan

UNIT DISTRIBUTION PLAN

VENDOR NAME

BEGIN SHIP

COMPLETE

LABEL

SEASON

K2 Collections

6/1/16

9/1/16

K2 Collections

FALL

NEW ORDER

SHIPPED:

ORDINARY

SIZE STYLE #

COLOR

1A11122 1A11522 1A11332

Long Sleeve V-neck Blouse

Black White Navy

2 2 2 6

3 2 3 8

3 1 3 7

2 1 2 5

1A12122 1A12522 1A12322 1A12422

Short Sleeve Blouse

Black White Navy Gray

2 2 1 1 6

3 3 2 2 10

2 1 2 2 7

Black White Navy Gray

3 3 2 2 10

4 4 3 3 14

Black Navy Gray

1 1 1 3

2 2 2 6

1A13112 1A13512 1A13312 1A13412

1A14112 1A14312 1A14412

DESCRIPTION

Short Sleeve Elastic Side Tshirt

Long Sleeve Open Front Cardigan

WHOLESAL TOTAL TOTAL UNITS E RETAIL WHOLESALE 10 6 10 26 0 10 9 7 7 33 0

$20.95 $20.95 $20.95 $20.95

$40.95 $40.95 $40.95 $40.95

$15.95 $15.95 $15.95 $15.95 $15.95

$30.95 $30.95 $30.95 $30.95 $30.95

3 3 2 2 10

14 14 10 10 48 0

$25.95 $25.95 $25.95 $25.95 $25.95

2 2 2 6

2 2 1 5

TOTAL RETAIL

$209.50 $125.70 $209.50 $544.70 $0.00 $159.50 $143.55 $111.65 $111.65 $526.35 $0.00

$409.50 $245.70 $409.50 $1,064.70 $0.00 $309.50 $278.55 $216.65 $216.65 $1,021.35 $0.00

$50.95 $50.95 $50.95 $50.95 $50.95

$363.30 $363.30 $259.50 $259.50 $1,245.60 $0.00

$713.30 $713.30 $509.50 $509.50 $2,445.60 $0.00

$40.95 $40.95 $40.95 $40.95

$80.95 $80.95 $80.95 $80.95

$20.95 $20.95 $20.95 $20.95 $20.95

$45.95 $45.95 $45.95 $45.95 $45.95

$286.65 $286.65 $245.70 $819.00 $0.00 $146.65 $125.70 $167.60 $146.65 $586.60

$566.65 $566.65 $485.70 $1,619.00 $0.00 $321.65 $275.70 $367.60 $321.65 $1,286.60

1A15152 1A15552 1A15352 1A15452

Lounge Pullover

Black White Navy Gray

1 2 2 2 7

2 2 2 2 8

2 1 2 2 7

2 1 2 1 6

7 7 6 20 0 7 6 8 7 28

1A23152 1A23352 1A23452

Lounge Jogger Pants

Black Navy Gray

2 1 2 5

3 2 2 7

3 2 1 6

11 7 7 25

$35.95 $35.95 $35.95 $35.95

$70.95 $70.95 $70.95 $70.95

$395.45 $251.65 $251.65 $898.75

$780.45 $496.65 $496.65 $1,773.75

1A31318

Belted Shirt Dress

Navy

0 12

$45.95

$90.95

$0.00 $551.40

$0.00 $1,091.40

UNIT DISTRIBUTION PLAN

VENDOR NAME K2 Collections

BEGIN SHIP COMPLETE 6/1/16

9/1/16

LABEL

SEASON

K2 Collections

Fall 2016

NEW ORDER

SHIPPED:

ORDINARY

WHOLESALE

RETAIL

SIZE DESCRIPTION COLOR

TOTAL UNITS

Navy

$35.95

$75.95

$898.75

$1,898.75

1A21548

White

$35.95

$75.95

$647.10

$1,367.10

1A21148

Black

$35.95

$75.95

$647.10

$1,367.10

1A21448

Gray

$35.95

$75.95

$395.45

$835.45

$35.95

$75.95

$2,588.40

$5,468.40

$0.00

Navy

$35.95

$70.95

$647.10

$1,277.10

1A22548

White

$35.95

$70.95

$395.45

$780.45

1A22148

Black

$35.95

$70.95

$395.45

$780.45

$35.95

$70.95

$1,438.00

$2,838.00

STYLE # 1A21348

Straight Jeans

0 1A22348

Cuffed Cropped Jeans

GRAND TOTALS

304

TOTAL WHOLESALE

TOTAL RETAIL

$9,198.80 $18,608.80

INVOICE

Bill To:

K2 Collec.ons 620 W Belmont Ave. Chicago, IL 60657

P.O. Number Terms COD 9417 QuanFty Style # 10 1A11122 6 1A11522 10 1A11332 7 1A14112 7 1A14312 6 1A14412 18 1A22348 11 1A22548 11 1A22148 Grand Total

Rep Kelsey Kehoe

Ship To: K2 Collec.ons 620 W Belmont Ave. Chicago, IL 60657

Ship Via June Truck

Descrip Fon Long Sleeve V-‐neck Blouse Long Sleeve Open Front Cardigan Cuﬀed Cropped Jeans

F.O.B. Store

Price Each $20.95 $20.95 $20.95 $40.95 $40.95 $40.95 $35.95 $35.95 $35.95

Label/ Brand K2 Collec.ons Total Amount $209.50 $125.70 $209.50 $0.00 $286.65 $286.65 $245.70 $0.00 $647.10 $395.45 $395.45 $2,801.70

Sample invoice

Date Invoice # 6/1/16 109

Introductory floor plan •  Beginning on hand: •  304 Units T

•  Sales:

•  121 Units (40%)

•  Ending on hand: M P

O N

U 34

D A

F C

•  183 Units I J

G W

X *K2 Collection is located at the center and right side of the women’s department only.

Key code sheets

KEY CODE SHEET

FIXTURE A A B B C C D D D D E E E E E E E F F F F F F F F G G G G G G G G G G G G G G

STYLE # 1A31341 1A14411 1A12321 1A21545 1A15451 1A23151 1A31341 1A31342 1A31343 1A31344 1A12322 1A12323 1A12324 1A12421 1A12422 1A12423 1A12424 1A15451 1A15452 1A15453 1A15454 1A23151 1A23152 1A23153 1A23154 1A13111 1A13112 1A13113 1A13114 1A13511 1A13512 1A13513 1A13514 1A13311 1A13312 1A13313 1A13314 1A13411 1A13412

DESCRIPTION Belted Shirt Dress Open Front Cardigan Short Sleeve Blouse Straight Jean Lounge Pullover Jogger Pants Belted Shirt Dress Belted Shirt Dress Belted Shirt Dress Belted Shirt Dress Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Jogger Pants Jogger Pants Jogger Pants Jogger Pants Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt

# OF UNITS 1 1 1 1 1 1 2 3 3 3 2 2 2 1 2 2 2 1 2 2 1 1 3 3 3 2 2 2 1 2 2 2 1 2 3 3 2 2 3

G G H H H H H H H H H H H H H H H I I I I I I I I I I I I I I I I J J J J J J J J

1A13413 1A13414 1A14412 1A14413 1A14414 1A14311 1A14312 1A14313 1A14314 1A12121 1A12122 1A12123 1A12124 1A12521 1A12522 1A12523 1A12524 1A23451 1A23452 1A23453 1A23454 1A23351 1A23352 1A23353 1A23354 1A15551 1A15552 1A15553 1A15554 1A15151 1A15152 1A15153 1A15154 1A11121 1A11122 1A11123 1A11124 1A11321 1A11322 1A11323 1A11324

Short Sleeve T-‐shirt Short Sleeve T-‐shirt Open Front Cardigan Open Front Cardigan Open Front Cardigan Open Front Cardigan Open Front Cardigan Open Front Cardigan Open Front Cardigan Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Short Sleeve Blouse Jogger Pants Jogger Pants Jogger Pants Jogger Pants Jogger Pants Jogger Pants Jogger Pants Jogger Pants Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse

3 2 2 2 1 1 2 2 2 2 3 3 2 2 3 3 1 2 2 2 1 1 2 2 2 2 2 1 1 1 2 2 2 2 3 3 2 2 3 3 2

J J J J J J J K K K K K K K K K K K K K K K K K K K K K K K K K K K K K K K K K

1A21345 1A21346 1A21347 1A21348 1A21349 1A2134J 1A2134K 1A21345 1A21346 1A21347 1A21348 1A21349 1A2134J 1A2134K 1A21545 1A21546 1A21547 1A21548 1A21549 1A2154J 1A2154K 1A21445 1A21446 1A21447 1A21448 1A21449 1A2144J 1A2144K 1A21145 1A21146 1A21147 1A21148 1A21149 1A2114J 1A2114K 1A22546 1A22546 1A22547 1A22548 1A22549

Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Straight Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean

1 2 2 3 3 3 2 2 1 1 1 1 1 2 1 2 1 1 1 1 1 2 2 2 2 1 1 1 1 1 1 1 1 2 2 2 2 2 2 1

K K K K K K K K K K K K K K K K L L L L L L L L L L L L L L L L L L L L L L L L

1A2254J 1A2254K 1A22345 1A22346 1A22347 1A22348 1A22349 1A2234J 1A2234K 1A22145 1A22146 1A22147 1A22148 1A22149 1A2214J 1A2214K 1A13111 1A13112 1A13113 1A13114 1A13511 1A13512 1A13513 1A13514 1A11521 1A11522 1A11523 1A11524 1A14111 1A14112 1A14113 1A14114 1A15351 1A15352 1A15353 1A15354 1A21145 1A21146 1A21147 1A21148

Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Cropped Jean Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Short Sleeve T-‐shirt Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Long Sleeve Blouse Open Front Cardigan Open Front Cardigan Open Front Cardigan Open Front Cardigan Lounge Pullover Lounge Pullover Lounge Pullover Lounge Pullover Straight Jean Straight Jean Straight Jean Straight Jean

1 1 1 1 1 2 1 1 2 1 1 1 2 2 2 2 1 2 2 2 1 2 2 2 2 2 1 1 1 2 2 2 2 2 2 2 1 1 1 2

1A21149

Straight Jean

1A2114J

Straight Jean

1A2114K

Straight Jean

1A21545

Straight Jean

1A21546

Straight Jean

1A21547

Straight Jean

1A21548

Straight Jean

1A21549

Straight Jean

1A2154J

Straight Jean

1A2154K

Straight Jean

1A22345

Cropped Jean

1A22346

Cropped Jean

1A22347

Cropped Jean

1A22348

Cropped Jean

1A22349

Cropped Jean

1A2234J

Cropped Jean

1A2234K

Cropped Jean

GRAND TOTAL

304

fixtures

mannequins •  Represented by letters: •  A, B, C, U, V, W, X

•  Capacity of fixture: •  2 Units

Two ways •  Represented by letters: •  D, E, F

•  Capacity of fixture: •  16 Units

Four ways •  Represented by letters: •  G, H, I, J, M, O, N, R, S

•  Capacity of fixture: •  36 Units

Shelf mounted Wall fixtures •  Represented by letters: •  L, Q, T

•  Capacity of fixture: •  65 Units

Display tables •  Represented by letters: •  K, P

•  Capacity of fixture: •  70 Units

MAINTENANCE floor plan •  Beginning on hand: •  183 Units T

•  Sales:

•  73 Units (40%)

•  Ending on hand: M P

O N

U 47

D A

F C

•  110 Units I J

G W

X *K2 Collection is now located at the left side of the department only.

CLEARANCE floor plan •  Beginning on hand: •  110 Units T

•  Sales:

•  22 Units (20%)

•  Ending on hand: M P

O N

U 48

D A

F C

•  88 Units I J

G W

X *K2 Collection is now located at the back of the department only.

Marketing plan Objective: Introduce Fall 2016 line Strategy: Meet the Designer Objective: Introduce new FallEvent 2016 line

1 1

Tactics: Hire catering company, hire DJ, tables and chairs, flyers Strategy: made, social media awareness, send out press release Tactics: Evaluation: Evaluation: Track the number of customers and press who showed up and the type of reactions they have from experience Objective: Objective: Gain Gainnew newcustomers customers Strategy: Girls Night In

Strategy: Tactics: Hire catering company, hire DJ, social media awareness, Tactics: flyers made, send out press release, create promo for event Evaluation: Evaluation: Track how many new customers made purchases and signed up for email list

Marketing plan Objective: Increase sales by 10% between Nov and Jan 2017 Strategy: Monthly personal shopping/styling promotions

Tactics: Social media awareness, flyers made, schedule interested clients Evaluation: Calculate how many more sales were made from the promotion days, decide if it should continue Objective: Increase brand awareness Strategy: Social media campaign on Pinterest

Tactics: Hire social media expert, design promotion guidelines, take photos of the line, create Pinterest board, analyze/ track activity on page Evaluation: Track pins, likes, comments, and new followers to decide if it was successful

Marketing budget •  Total retail sales per unit distribution: $18,608.80

MARKETING PLAN

•  40 department stores across the Midwest

TOTAL RETAIL SALES:

$186,088

% MARKETING BUDGET:

3.0%

$ MARKETING BUDGET:

$5,583

•  Total retail sales: $186,088 •  Marketing budget 3% •  Total marketing budget:

$5,583 51

Marketing plan calendar Strategy

Tactics

Person Responsible

$ Budget

Completion Date

Meet the Designer Event

•  •  •  •  •  •

Hire catering company Hire DJ Secure tables and chairs Make/print flyers Social media posts Create/send out press release

•  Marketing manager •  Visual merchandiser •  Social media rep •  Director of brand communication

•  •  •  •

$200 $300 $100 $100

•  June 10, 2016 •  June 10, 2016 •  July 1, 2016 •  July 15, 2016 •  July 15

Girls Night In Event

•  •  •  •  •  •

Hire catering company Hire DJ Secure tables and chairs Make/print flyers Social media posts Create/send out press release

•  Marketing manager •  Visual merchandiser •  Social media rep •  Director of brand communication •  Sales manager

•  •  •  •

$200 $300 $100 $100

•  Jan 3, 2017 •  Jan 3, 2017 •  Jan 20, 2017 •  Jan 20, 2017 •  Feb 1

Marketing plan calendar Strategy

Personal Styling/ Shopping Promos

Pinterest Social 4 Media Campaign

Tactics •  Word out on social media •  Make/print flyers •  Schedule interested clients

•  •  •  •  •

Hire social media expert Design promotion guidelines Take photos of pieces Create Pinterest board Analyze/track activity

Person Responsible

$ Budget

Completion Date

•  Social media rep •  Marketing manager •  Sales manager

•  $100

•  October 20, 2016 •  November 5, 2016 •  November 20, 2016

•  Social media rep •  Marketing manager •  Photographer

•  $300 •  $200

•  March 5, 2017 •  April 15, 2017 •  May 1, 2017 •  June 1, 2017

Press kit

Designer biography Kelsey Kehoe-Kozak is from the suburbs of Chicago and has been passionate about fashion ever since she was a little girl. After graduating with a Bachelor of Arts in Fashion Business from Columbia College Chicago in May 2015, Kelsey was eager to start her career in the fashion industry. While getting off to a rocky start and trying to find her niche in the industry, she decided to start her own brand of womenâ&#x20AC;&#x2122;s clothing. K2 Collections was originally started as a class project during Kelseyâ&#x20AC;&#x2122;s senior year at Columbia. However, in the years following she saw the potential for expansion and pursued her dreams. Today K2 Collections is in 40 department stores across the Midwest and expects to grow in the coming years. Her designs are classic and give the customer the freedom to style their outfits with anything they want. They can add their own touches to these simple pieces to make them their very own. 56

Business card

K2 Collections Classic pieces for everyday life

Kelsey Kehoe-Kozak

Head Designer 620 W. Belmont Ave. Chicago, IL 60657

2 K

Collections Model Line Sheets Fall 2016

Belted shirt dress •  Style Number: 1A31618 •  Fabrication: Lightweight Denim •  Size Range: S-XL •  Retail Price: $90.95 •  Colors: Navy •  Style with… open front cardigan