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Men‘s Luxury Accessories

Mona Thelemaque Merchandise Management Final Project


ReInvented MISSION STATEMENT

Reinvent your style.

Reinvented is a specialty store committed to promoting uniqueness and individuality as a critical cornerstone in the perseverance of diversity in social communities. We provide our customer with practical and essential accessories made out of genuine exotic leathers that are perfect on the go but don’t require him to sacrifice style. We cater to the professional man by providing him with items that are not only a solution to an everyday necessity but that suit his busy lifestyle and his passion for travelling. Our products are customizable to complement the individuality of our customer.

Reinvent your life.

Reinvented is sought out by men of highest expectations that are reluctant to accept compromises in product quality and aesthetics. Because of our stance of continuous development and unconventional business approaches and products, we attract customers with a similar mindset that actively seek risks and new challenges to further personal growth. We share common ground in “Stagnancy is backwardness” – which is why we offer classic and timeless pieces with a twist – or accessories reinvented – that allow our socially and culturally highly engaged customers to stand out and make an impression wherever they are. We nurture a highly personalized atmosphere in stores to provide outstanding customer service to outstanding individuals.

Reinvent your future.

Reinvent takes pride in offering our customers nothing but highest-quality products made out of exclusive materials. We value our planet and natural resources. Reinvented takes pride in its commitment to assuming social responsibility and to continuous investment in the perpetuation of and education in sustainable business practices.


ReInvented CUSTOMER PSYCHOGRAPHICS

Our core customer is a male professional in a leading position or entrepreneur between the ages of 35 and 50. He is single or either in a steady relationship or married and most likely doesn’t have any children. With his exceptionally high income, he and his potential partner enjoy an active lifestyle and travel the world. He has been to every continent of the world and speaks multiple languages. He is fascinated with exotic places and he is most captivated with the landscapes and the natural and cultural variety of southern Africa. Self-taken pictures decorate his big city apartment. Besides travelling, our core customer engages in lots of outdoor activities and is an active tennis player but also likes to go running and anything else related to sports. This is a great way for him to relax from a stressful day at work, stay fit and connect with his friends. Despite his coolness, he has strong values that he always tries to live up to. He has a great sense of justice. Even though his income is well above average, he is not materialistic or thinks money makes him superior to others. In the contrary - he is very generous, a trait he has been raised with. He is a strategic business consultant and owns his own company. He believes in equal opportunities and that everybody is responsible for their success or failure. Our customer has a healthy confidence, is very competitive, ambitious and determined. His friends admire him for his charisma, and enjoy having him around due to his great sense of humor and the fact that he doesn’t take himself too seriously. Even though he is always extremely busy, working on different projects at the same time, he always makes time for his friends who enjoy being around him. He is always happy to help his friends out, whether it is with advice for personal or professional issues or his “manpower” when one of his friends is moving to a new apartment, for example. However, he believes that money and friendship should be kept separately. He can be impatient at times and ignorance makes him furious.


ReInvented Our customer is highly engaged in the social and cultural life. He loves to be around people, networking and holding inspiring and meaningful conversations. He is very smart and clever, but never cocky. He is detail oriented and has the ability to grasp new things and acquire new knowledge very quickly. He likes to continuously reinvent himself. He is not afraid to leave his comfort zone and to take risks but views them as great opportunities for personal growth. He actively seeks challenges and is the first to try new approaches. Our core customer is usually always on the go, doing a thousand things at once but he is highly organized and enjoys this kind of “positive� stress. He likes to stand out when he goes out and celebrates individualism and differentness. He has a positive attitude towards life and is a firm believer of the law of attraction. Therefore, he never seems arrogant but approachable and personable. He is not superficial but places a lot of importance on his physical appearance. Besides staying active he tries to eat healthy and he enjoys fashion. His style is classic but he is experimental to a certain extend so his wardrobe includes some fashionable items and accessories with pops of color. His favorite clothing brands are Hugo Boss, Armani and Ralph Lauren. He is not very focused on brand names but rather the quality of items, the fabrication and the fit. He is more likely to spend more money on basics and tries to bargain for fashionable items. He loves highquality shoes and accessories to truly upgrade his outfits. He also considers fair labor conditions and sustainable business practices when deciding to purchase products from a certain brand. When he has a short break in between meetings he likes to meet up with his friends to grab a coffee at Starbucks and exchange the latest news. There is not a lot of time for reading, but he views it as his responsibility to stay abreast with current events in the economy, politics, arts, etc. around the world and likes to read the Huffington Post, the New York Times and magazines such as QC. He loves seafood and sushi but enjoys culinary specialties form different places, such as Indian and Italian food. Our core customer is very proud of the Audio TT he drives and is always prone to get tickets for speeding. He likes adrenaline kicks and has done bungee jumping, white water rafting and paragliding.


ReInvented STYLE NUMBERING SYSTEM 1 YEAR

5 COLOR 1 2014

1 BIG COUNTRY BLUE 2 BLUE LAKE

2 SEASON

3 MARDIGRAS GOLD A SPRING

4 NEON LIME 5 ORANGE JUICE

3 CLASS

6 OXFORD GREY 1 BAGS

7 SALSA

2 CASES

8 SCANDINAVIAN BLUE

3 WALLETS

9 SPICY MUSTARD

4 BELTS

0 ST. PATRICK

4 SUB CLASS

6 FABRICATION

1 BAGS

1 ALLIGATOR 1 BRIEFCASE

2 COW

2 HOLDALL

3 LIZARD

3 MESSANGER

4 OSTRICH

4 SPORT

5 PYTHON

5 TOTE

6 SHARK

2 CASES

7 MULTI 1 CELL PHONE 2 EYEWEAR

7 SIZE

3 LAPTOP

1 ONE SIZE

4 TABLET

2 SMALL

3 WALLETS

3 LARGE 1 BIFOLD WALLET

4 SMALL (74-79cm)

2 CREDIT CARD WALLET

5 MEDIUM (81-86cm)

3 TRAVEL WALLET

6 LARGE (91-97cm)

4 BELTS

7 XL (102-107cm) 1 BUCKLE BELT EXAMPLE:

1A14523

1 2014 2 SPRING 3 BAG 4 SPORT 5 ORANGE JUICE 6 COW 7 LARGE


Leather brief with single tubular handle, two front compartments, three separate interior sections, and fold-over closure with metal buckles

1A11961


Curved leather holdall with zip top closure, storage zip compartment at the bottom and tubular handles

1A12371


Leather messenger bag with adjustable shoulder strap, top zip closure and two front compartments with front zip

1A13171


Leather sports bag with side pockets, zip closure, tubular handles, and adjustable and detachable shoulder strap

1A14523


Leather tote with tubular handles, extended top zip closure, and two separate interior sections with zipper pockets

1A15841


All hand-stitched, leather phone case with pull strap in the back

1A21752


Leather, fold-over eyewear case with magnetic closure

1A22671


Padded, fully-lined leather laptop case, featuring fold-over closure with metal ornament detail

1A23473


Leather tablet case with fold-over snap closure

1A24273


Clipped edge leather bifold wallet with full zip closure and contrasting clip tab closure

1A33273


Leather credit card wallet with 8 card slots, ID slot with thumb glide, exterior zip pocket and snap strap to hold cards in place

1A32011


Leather travel wallet with passport, credit card, bill and document slots, ID window and inside back zippered compartment and elastic tab closure

1A33671


Leather belt with custom buckle and backing of soft nubuck

1A41014


ReInvented COST DEVELOPMENT DATE: _________ DESCRIPTION: : SIZE RANGE:

March 6th, 2013 _________ Curved leather holdall with zip top closure, storage zip compartment at the bottom and tubular handles S,L

COLORS: Big Country Blue, Mardigras Gold RETAIL PRICE: Orange Juice, Scandinavian Blue

1. MATERIAL COMBINATION OF DIED LIZARD LEATHER AND COW LEATHER

%

AMOUNT

60.00%

$113.85

TOTAL MATERIAL COST 2. TRIMMINGS LABELS

CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING TOTAL LABOR COST

3. TOTAL COST

$759.00

SKETCH

$113.85 %

AMOUNT

30.00%

$56.93

TOTAL TRIMMINGS COST 3. LABOR

STYLE #: 1A12373 SEASON: Spring 2014 WHOLESALE PRICE: $379.50

$56.93 %

AMOUNT

2.50% 3.50% 0.75% 2.00% 1.25%

$4.74 $6.64 $1.42 $3.80 $2.37 $18.98

$189.75

REMARKS: Handmade out of died lizard leather with contrasting handles and bottom compartment out of cow leather

MATERIAL SWATCH


ReInvented UNIT DISTRIBUTION SHEET


ReInvented Introductory Floor Plan


ReInvented MAINTENANCE FLOOR PLAN


ReInvented MAINTENANCE FLOOR PLAN


ReInvented MARKETING BUDGET

TOTAL RETAIL SALES:

$1,473,666

% MARKETING BUDGET:

9.0%

$ MARKETING BUDGET:

$132,630


ReInvented MARKETING PLAN

OBJECTIVE:

Boost positive public image and increase media attention by 10% by December 2015

STRATEGY:

Silent auction of which all proceeds go to Green Providers, a not-for-profit directory of green, organic fair-trade goods & services

TACTICS:

1. Finance Manager allocates budget 2. Marketing Manager selects venue, date and time 3. Marketing Manager makes reservation at the chosen venue 4. Product Development Manager picks products for silent auction 5. Marketing Manager hires caterer and service personnel 6. Marketing Manager hires bands and other entertainment for the night 7. Marketing Manager hires a moderator for the silent auction

8. Marketing Manager creates invitation list 9. Marketing Manager contracts to a graphic designer to create invitations and ad for newspaper 10. Marketing Manager turns in add for newspaper 11. Marketing Manager sends invitations to customers and special guests from Green Providers 12. Marketing Manager invites local media to cover the event 13. Operations Manager informs associates 14. Operations Manager collaborates with venue operator to arrange seating

15. Operations manager briefs service personnel at the evening of the event to clarify tasks, purpose and course of event EVALUATION METHOD: Marketing Manager evaluates success of event in terms of money raised and extent of media coverage by the end of December 2015


ReInvented MARKETING CALENDAR

STRATEGY SILENT AUCTION

TACTICS Allocate budget Select venue, date and time Pick products

$ BUDGET

COMPLETION DATE

Finance Manager

November 11

Marketing Manager

November 13

Product Development Manager

November 13

Hire caterer and service personnel

Marketing Manager

$5,000

November 15

Books entertainment for the night

Marketing Manager

$6,450

November 16

Hire moderator for silent auction

Marketing Manager

$350

November 17

Get sponsor for food and beverages

Marketing Manager

November 18

Create invitation list

Marketing Manager

November 18

Hire graphic designer to create invitations and ad for newspaper

Marketing Manager

Turn in ad for newspaper

Marketing Manager

November 22

Send out invitations

Marketing Manager

November 23

Invite local media to cover event

Marketing Manager

November 23

Inform associates

Operations Manager

November 23

Collaborate with venue operator for seating arrangements

Marketing Manager

December 5

Brief service personnel

Operations Manager

December 5

STRATEGY

SILENT AUCTION

PERSON RESPONSIBLE

TACTICS Allocate budget Select venue, date and time Pick products

PERSON RESPONSIBLE

$830

$ BUDGET

November 19

COMPLETION DATE

Finance Manager

November 11

Marketing Manager

November 13

Product Development Manager

November 13

Hire caterer and service personnel

Marketing Manager

$5,000

November 15

Books entertainment for the night

Marketing Manager

$6,450

November 16

Hire moderator for silent auction

Marketing Manager

$350

November 17

Get sponsor for food and beverages

Marketing Manager

November 18

Create invitation list Hire graphic designer to create invitations and ad for newspaper

Marketing Manager

November 18

Turn in ad for newspaper

Marketing Manager

November 22

Send out invitations

Marketing Manager

November 23

Invite local media to cover event

Marketing Manager

November 23

Operations Manager

November 23

Marketing Manager

December 5

Operations Manager

December 5

Inform associates Collaborate with venue operator for seating arrangements Brief service personnel

Marketing Manager

$830

November 19


ReInvented News Release

Contact: ReInvented Accessories Reinvented@gmail.com

Tel: 212.825.0700 Fax: 212.825.0702

For Immediate Release Monday, November 28th, 2014 ReInvented Silent Auction to Benefit Green Providers

ReInvented is proud to host their first silent auction on Saturday, December 5th, 2014 from 6.00 – 10.00 pm at their flagship store located on 577 Broadway in New York. Nicole Johnson, Marketing Manager at ReInvented, called this event into being because it perfectly highlights an important part of the company’s mission philosophy:

ReInvented is a pioneer in strictly applying sustainable business processes to protect the environment. ReInvented is therefore not only committed to be a successful market player but to act responsibly and be a role model in today’s business world. ReInventd plans to raise at least $250.000 with the auction. All the proceeds will benefit Green Providers, a not-for-profit directory for green, organic fair-trade goods and services. “We are very excited about this event,” Nicole says, “and we have high expectations. If all turns out well, this might become an annual event for us to host.” But while the event primarily focuses on doing a good deed, fun does not fall short:

ReInvented will provide their guests with an exclusive dining experience as well as extraordinary entertainment, starring such famous personalities as Al Green and the members of World Saxophone Quartet. ##### For more information about the event, please contact us at 212.825.0700 or e-mail us at reinvented@gmail.com


ReInvented DESIGNER BIOGRAPHY

Mona Johanna Thelemaque was born on January 19, 1988 in a small town named Ludwigshafen-Oggersheim in Germany. Because her dad held a position as VP of Supply Chain Management at one of the largest pharmaceutical companies in the world, Roche Diagnostics, the whole family traveled and moved a lot – from their home country Germany, to Singapore, Australia, Japan, Brazil and the US. Mona grew up living a jet-set lifestyle and enjoyed experiencing the diversity of our planet. The time she spent in different countries and her experiences there left a huge imprint on her and made her become the person she is today – an individual with a truly global mindset and appreciation for diversity and individuality. Mona believes her mom is responsible for her extraordinarily well developed instinct for fashion. Mona’s mom led an active lifestyle herself and was owner of a children’s clothing boutique and a personal trainer. Because of her mom’s appreciation for aesthetics, Mona was always dressed in the latest fashion. Mona’s mom quickly recognized her talent in and passion for dance and supported her in pursuing a career in ballet and rhythm gymnastic. All that combined with academic success, Mona did not only attracted admiration but also a great deal of jealousy. She grew strong with it and her childhood experiences helped her become a strong advocate of uniqueness and the realization of one’s personal dreams and goals no matter the obstacles.


ReInvented At the age of 19, her dad settled with his job in Germany and Mona began to study International Management at the European School of Business in Reutlingen in Germany. She quickly realized that she was missing the creative part about this study program, and decided to enroll in a long-distance study program with Penn Foster Career School in Dressmaking and Design. That’s when she started designing her own clothes and accessories. Soon thereafter, she spent a semester in Mexico as integral part of the International Management study program. She had the honor to be a VIP guest of the Mercedes Benz Fashion show in Mexico City, thanks to a photographer she worked with during her model career in Mexico. There, she got to know Eduardo DeAndro, designer of the upscale men’s clothing line DeAndro Design. His offices were headquartered in Chicago where he offered her a cross-departmental internship. Because Mona is always looking for new challenges and opportunities for personal and professional growth, she felt like this something she simply could not pass on. So she decided to transfer from the European School of Business in Reutlingen Germany to Columbia College Chicago, where she will graduate with a Bachelor of Arts in Fashion Business and Marketing in May 2013. During her internship at DeAndro Design, Mona recognized the gap in the market for a fresh take on men’s accessories and after gaining some experience there, she decided to open her own company in February 2013. She was lucky enough for Eduardo DeAndro offering his help as initial investor in the company. Mona’s designs are inspired by the landscapes and arts the world has to offer. She is dedicated to sustainable business processes, reflecting her effort to preserve nature and natural resources. She is in the middle of finishing her first line for 2014. She hopes to continue growing her business and positively impacting the way business is done around the world. If all goes well, Mona wants to open more stores in New York, London, Milan, Paris and Berlin in the near future. Once the company has expanded, Mona plans to move to Paris where she will be in close proximity to her family in Germany.


ReInvented