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Decision Making Portfolio Lisa Pluchrat


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Table of Contents •  Merchandise Management Project: lp

p. 9 •  Retail Management Project: Warp & Weft p.35 •  Visual Merchandising Window Project: Kate Spade p. 49 •  About the Creator p. 61 •  Resume p. 62 •  Contact Information p. 63


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Merchandise Management: Table Of Contents •  Mission •  4 Attributes •  Mood Board •  Customer Psychographics •  Line Sheet •  Cost Sheet •  Unit Distribution •  Floor Plans •  Marketing •  Press Release and Business Card

p. 11 p. 12 p. 13 p. 15 p. 16 p. 17 p. 19 p. 22 p. 27 p. 33


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Retail Management: Table of Contents •  Mission

p. 37 •  Company p. 38 •  Company Culture p. 39 •  Target Customer p. 41 •  Location p. 43 •  Décor p. 45 •  Merchandise p. 47 •  Monthly Sales p. 49 •  Monthly Marketing Promotions p. 51


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Visual Merchandising Window: Table of Contents •  Window Display

p. 53 •  Branding, Merchandise, and Mannequins p. 55 •  Props p. 57 •  Explanation p. 59


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Merchandise Management Project

lp


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Mission lp is a leading manufacturer and retail boutique of trendy clothing for young, professional women. Our merchandise is sold exclusively in our own store so that our customers can receive the best customer service from our product knowledgeable employees. We value our customer’s confidence in a professional workplace where they want to continue to grow and succeed. Since we value the presence of women in the workplace, 10% of every sale will be donated to our charity that helps provide professional clothing to women who cannot afford to purchase these necessary pieces of clothing.


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4 Attributes Customer: Women, ages 25-35 Category Collection: Clothing Pricing: Very Price Conscious Style: Urban, Classic


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Mood Board


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Customer Psychographics •  Region: Midwest •  Age: 25-35 •  Gender: Female •  Income: $50,000 + •  Occupation: Marketing Assistant •  Education: College Degree, Bachelors •  Social Class: Middle Class •  Brand Loyalty: Divided •  Usage Rate: Heavy •  Usage Situation: Work


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Line Sheet Short Sleeve Peplum Top •  Fabrication: 60% Cotton/40% Polyester •  Size Range: S-XL •  Retail Price: $24.99 •  Colors: Royal Blue, Fuchsia, Black Blazer •  Fabrication: 100% Polyester •  Size Range: S-XL •  Retail Price: $34.99 •  Colors: Black

Dress Pant •  Fabrication: 100% Polyester •  Size Range: 2-14 •  Retail Price: $29.99 •  Colors: Black


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Cost Sheet


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Unit Distribution


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Tops Long Sleeve Top, Button Down Top, T-Shirt, Cardigan, Short Sleeve Peplum Top Bottoms Dress Pant, Pencil Skirt Dresses Short Sleeve Dress Outerwear Blazer, Trench Coat


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Unit Distribution Spreadsheet Short Sleeve Peplum Top & Blazer

Blazer


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Floor Plans


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Introductory Floor Plan

Beginning units on hand: 2,596 Sales 40%: 1038 Ending units on hand: 1,558


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Maintenance Floor Plan

Beginning units on hand: 1,558 Sales 40%: 623 Ending units on hand: 935


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Clearance Floor Plan

Beginning units on hand: 935 Sales 20%: 187 Ending units on hand: 748


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Marketing Retail Sales: $68,274 % Marketing Budget: 6% $ Marketing Budget: $4,096


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Objective To have a web sales increase of 10% by December 31, 2014


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Strategy, Tactics, and Evaluation •  Strategy: develop a website •  Tactics: purchase domain, hire website developer, develop

website, take photos of merchandise for website, upload photos and information for each item, launch website •  Evaluation: have the marketing manager look at the total

sales from website on January 2, 2015


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Objective Increase customer loyalty by 1,000 by the end of January 2015


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Strategy, Tactics, and Evaluation •  Strategy: create customer loyalty program with punch

cards for every $75 spent in one transaction before tax, they will get one hole punch. When all 10 punches have been completed, they will get a $25 gift card to the store that expires 2 months after it has been issued. •  Tactics: create design for punch cards and $25 gift cards,

print punch cards and gift cards, purchase hole puncher, train employees about loyalty program •  Evaluation: have the sales manager count the number of

punches at the end of each day


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Press Release and Business Card


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Retail Management Project

Warp Weft


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Mission At Warp and Weft, our goal is to provide a unique, relaxed shopping experience centered on superior products. We will research extensively to find the most finely crafted products, and deliver them in an experience that is grounded in a passion for product knowledge. Our easygoing team of experts will outfit you in products that match your life and your style. When you come in to the store, we hope to not only outfit you but also befriend you. Whether you’re stopping in for a laugh or for a whole outfit, we look forward to seeing you.


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Company Warp and Weft LLC will curate a collection of products that are of superior quality, construction, and design. Our aesthetic will be one that combines fashion-forward knowledge with Midwest ruggedness. We will sell denim, shirting, sweaters/outerwear, shoes, socks, accessories, skincare, and fragrances.


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Company Culture At Warp and Weft, our company culture is one of true friendliness and service. We want to befriend every customer and get to know each one by name. We want customers to come in for not only clothes, but also conversation. We will strive to make the shopping experience as easy and relaxed as possible by accurately assessing each customer’s needs, lifestyle, and personal style. The atmosphere of our store will be homey, relaxed, natural, and a bit rugged. We would also have an iPad station for customer use. It will be a way for customers to interact with product knowledge in a fun, engaging setting.


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Target Customer •  Male, ages 25-35 •  Urban lifestyle •  Works in an artistic and creative field •  Hobbies Include: reading, attending local art galleries,

traveling, writing, attending sculpture/ceramic classes, metalworking


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Location 2800 N. Milwaukee Ave. Wicker Park in Chicago, IL


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Decor


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Merchandise


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Monthly Sales January: February: March: April: May: June: July: August: September: October: November: December: Total:

$14,000 $14,000 $15,000 $17,000 $18,000 $19,000 $20,000 $22,000 $24,000 $28,000 $29,000 $30,000 $250,000


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Monthly Marketing Promotions January: Winter Clearance February: Local Artist Trunk Show March: Spring Preview Show April: Denim Trunk Show May: VIP Night June: Week Long T-Shirt Sale July: Summer Clearance August: Skin Care Trunk Show September: Sweater Trunk Show October: Local Artist Trunk Show November: Bow Tie Trunk Show December: Holiday Sale


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Visual Merchandising Window


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Branding:

Merchandise and Mannequins:


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Props:


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Explanation: The Madison Ave. Collection for Kate Spade dresses I chose were very elegant and vintage inspired. For the window, there will be a white feather backdrop and light blue painted floors. In the front right corner, there will be a 3 ft. tall, gold vintage bird cage. The bird cage will have strands of white rhinestones strung throughout. On the floor, there will be single white feathers and rhinestones scattered throughout. Branding will be in the center of the window, with the introduction of the collection on top, and the Kate Spade logo underneath. All branding will be in black.


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About the Creator Lisa Pluchrat is currently a senior at Columbia College Chicago studying Fashion Business. She will be graduating in May 2014 with hopes of becoming a buyer one day.


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Contact Information Lisa Pluchrat Email: lpluchrat@yahoo.com Cell: 630-640-6583 LinkedIn: www.linkedin.com/in/lisapluchrat/


Decision Making Portfolio