SimplyFIT by Vera Wang
SimplyFIT By Vera Wang
YogaLounge - Spring 2013
Maria E. Cruz
Mary-ms1ofakind.webs.com
Merchandise Management Online
(773)827-9473
Page 1
SimplyFIT by Vera Wang
Executive Summary of Project This project is a simulation of a merchandising opportunity that develops from a brand concept to the consumer. It requires the understanding of the many facets of the manufacturing industry. Starting with the creation of a collection related to products targeted to a specific market. To developing a merchandise assortment and delivery plan. Then planning a retail selling space for the new line of products and implement visual merchandising techniques in a merchandising plan. And finally design a promotion plan for the new clothing line. The first company to work with will be Vera Wang.
Vera Wang’s Apparel/ Ready-to-Wear is targeted to 25-35 year old Young, Profes} sional and trendy Females, with an Income of $75,000. She is known for her approach to style and luxury, Vera Wang’s ready-to-wear collections resonate with her signa} ture layering, intricate draping and exquisite attention to detail. Same with her salon which continues to showcase collections known for sophisticated drama, feminine de} tailing and modern approach to bridal design. Now, Vera want to help you get ready for your big day by providing feminism and unique athletic wear for women. No more of that plain old sweats and T-shirt. Its time to get up and get fit with Vera Wang’s New Simply FIT by Vera Wang.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 2
SimplyFIT by Vera Wang
Mission Statement Vera Wang has created a unique aspirational world that alludes to sensuality and youthful sophistication. Exquisite details, intricate draping and a nonchalant sense of style characterize the Vera Wang aesthetic. Now with Vera Wang's new athletic wear, women can still feel sophisticated when getting ďŹ t before their dream wedding or even just because they want to look and feel healthy.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 3
SimplyFIT by Vera Wang
Vision Statement The Vera Wang brand reects her vi} sion to create a lifestyle that goes beyond .
core bridal and ready-to-wear, and into publishing, fragrance, beauty, accesso} ries and home. These collections are po} sitioned at the highest end of the luxury market. Driven by artistic, modern, and luxurious design and style, couture-like quality and high level of customer service. Vera Wang’s collections hold impeccable customer appeal. Now we invasion our young sophisticating women looking healthier than ever in our new Simply FIT by Vera Wang.
Maria E. Cruz
Mary-ms1ofakind.webs.com
Social (773)827-9473
Page 4
SimplyFIT by Vera Wang
Responsibility Partnership
SimplyFIT by Vera Wang is committed to the cause against Breast Cancer. It will partner with Carsons by giving 100% of net profit to the fight against breast cancer. Vera Wang’s new active wear line consist of gorgeous fashions in the spirit of the cause, heavily focused on bright colors, and the prices begin at a very affordable prices. This is a way you can save on designer fashions and join in the fight against breast cancer.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 5
SimplyFIT by Vera Wang
Customer ProďŹ le Segmentation Types/Bases Geographic Segmentation Region City Size Population Density Climate Demographic Segmentation Age Gender Household Size Income Occupation Education Sociocultural Segmentation Culture Sub Culture: Religion National Origin Race Social Class Marital status Psychographics Effective and Cognitive Segmen- Degree of Knowltation edge Benefits Sought Attitude Behavioral Segmentation Brand loyalty Store Loyalty Usage rate
Maria E. Cruz
Illustrative Categories East side to West side Up to 9,000,000 Urban Hot , cold, all 4 seasons 16 - 50 yrs old Female 1-7 people Up to 70,000 Professional and Working class High School to College Graduate Any Any Any Any Any middle-class to First-Class Single, Engaged, or Married Achievers Expert Convenience, economy Positive Loyal Loyal light to Medium
User status
Potential user
Payment method
Credit Card
Media usage
Magazine, Newspaper, Tv, and Internet
Usage situation
Work and Home
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Page 6
SimplyFIT by Vera Wang
Customer Narrative Its another busy day in New York City where she wakes up to the sound of cars honking.
To start off her daily routine, she goes on a quick jog on a treadmill. followed by a nice warm shower, while listening to Adel’s station on Pandora. She then opens her closet door and searches for todays outfit. She tries different combinations in front of her mirror, until she finds the perfect one. just like every other day, she chooses an outfit that will make her stand out yet make her look professional. To top it all off she adds an accessory to give it a little edge to her look. Oh no! Its 8:45am, she is already running late. So she grabs her purse and heads out the door to run into a broken elevator making her take the stairs four flights down. She then walks down the street to the subway. While in the subway, she takes advantage of her 15 min ride to check her email and blog on her blackberry. It has come to her stop where she then walks two blocks east to work, but first makes a stop at Starbucks for her usual grande coffee. Once at work she gets to her office where she already has things waiting for her to get done. She turns her laptop on and starts typing her monthly fashion article for next months Cos} mopolitan issue. The article is now finished so she emails it to her editor and grabs a quick lunch with her friend before a photo shoot. at lunch she speaks of her soon to be husband and fall wedding. Its now 2:00pm, and it is time to get back to work, she has a photo shoot to as} sist. She does what she loves and does best which is making the models in the magazine spread look amazing. She gets to show off what she learned back in school where she studied fashion styling but also tie it to her journalism minor. After a long day at work, she get to relax with a late night dinner with her fiance. He takes her to her favorite Italian restaurant, where he proposed just a few weeks ago. When it comes time to order she asks for her favorite combination of a fresh salad to start off, followed by a creamy Fettuchini Alfredo with some wine on the side. After dinner they go for a walk in central park and then take a cab to her place where he drops her off. Once inside she gets into her favorite night gown, washes her face, and goes to bed for yet another day in her daily routine.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 7
SimplyFIT by Vera Wang
Brand Extension Rationale
Vera Wang’s Apparel/ Ready-to-Wear is targeted to 25-35 year old Young, Professional and trendy Females, with an Income of $75,000. She is known for her approach to style and luxury, Vera Wang’s ready-to-wear collections resonate with her signature layering, intricate draping and exquisite attention to detail. Same with her salon which continues to showcase collections known for sophisticated drama, feminine detailing and modern approach to bri} dal design. Now, Vera want to help you get ready for your big day by providing feminism and unique athletic wear for women. No more of that plain old sweats and T-shirt. Its time to get up and get fit with Vera Wang’s New Simply FIT by Vera Wang
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 8
SimplyFIT by Vera Wang
Inspiration Images
Maria E. Cruz
Mood Board Sheet
Mary-ms1ofakind.webs.com
(773)827-9473
Page 9
#Z 7FSB 8BOH
Group Overview Images
SimplyFIT by Vera Wang
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 10
SimplyFIT by Vera Wang
Assortment/ ClassiďŹ cation Plan 1 Year 1 2 3 4 2 Season A B C D 3 Class
2012 2013 2014 2015
#Z 7FSB 8BOH Product Classification Sheet
Spring Summer Fall Winter/Holiday 1 Tops 2 Bottoms 3 Outerwear
4 Sub Class 1 Tops 1 T-Shirt 2 Sports Bra 3 Tank 2 Bottoms 1 Leggings 2 Shorts 3 Crops 3 Outerwear 1 Pancho 2 Hoddie 5 Color 1 2 3 4 5 6
Yellow Black Grey Coral Royal Blue White
1 2 3 4 5 6
One Size X-Small Small Medium Large X-Large
6 Size
Maria E. Cruz
Mary-ms1ofakind.webs.com
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Page 11
SimplyFIT by Vera Wang
Assortment Master Page
#Z 7FSB 8BOH Yoga Lounge 2013 Spring Collection
Name
Style#
“ The Cape”
#2B3151 Zip-Up Hooded Cape
Royal Blue/black
“The Hoodie”
#2B3242 Striped Yoga Jacket
Coral/Yellow
“The Legging”
#2B2154 Striped Ankle Legging
Royal Blue/black
“The Tank”
#2B1363 Striped Two in One Yoga Tank
White/Coral
“The Shorts”
#2B2245 Lounge Stripped Shorts
Coral/Yellow
“The Crops”
#2B2364 Drawstring Yoga Pants with Pockets White/Coral
“The Bra”
#2B1233 Stripped Sports Bra
Grey/ Yellow
“ The Pants”
#2B2434 Contrasted Waistband Yoga Pant
Grey/Yellow
Maria E. Cruz
Description
Mary-ms1ofakind.webs.com
Color
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Page 12
SimplyFIT by Vera Wang
Cost Sheet Date:
Feb 21, 2012
Style # :
2B3151
Product Descrip=on: Zip-‐Up Hodded Cape
“The Cape”
Sizes:
One Size
Season:
Colors:
Royal Blue/Black
Wholesale:
$33.00
Sug. Retail:
$66.00
MATERIAL
YARDS
PRICE
AMOUNT
PRODUCT SKETCH
Body: 67% Polyester, 29% Rayon,4%Spandex 2yrd
2.50
6.00
Lined Hood: Charmeuse
2.00
3.00
1yrd
Spring
FRONT
9
TOTAL MATERIAL COST TRIMMINGS
QTY
Full Zipper Strips
PRICE 1
1yd
AMOUNT
1.00
1.00
1.00
1.00 BACK
TOTAL TRIMMING COST
LABOR per piece
2
AMOUNT 5.00
Swatch 5
TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
16.00
Mary-ms1ofakind.webs.com
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Page 13
SimplyFIT by Vera Wang
Cost Sheet Date: Feb 21, 2012 Product Descrip=on: Striped Yoga Jacket Sizes: XS-‐XL Colors: Coral/Yellow
MATERIAL Body:95%Cocon, 5%Spandex
Style # : #2B3242 “The Hoddie” Season: Spring Wholesale: $28.00 Sug. Retail: $56.00 YARDS 3yrd
PRICE
AMOUNT
2.00
PRODUCT SKETCH
7.00 FRONT
TOTAL MATERIAL COST TRIMMINGS Full Zipper Strips
7 QTY
PRICE 1
1yrd
AMOUNT
1.00 1.00
1.00 1.00 BACK
TOTAL TRIMMING COST
LABOR
2
AMOUNT 5.00
per jacket
Swatch TOTAL LABOR COST
5
TOTAL COST OF PRODUCT:
Maria E. Cruz
14.00
Mary-ms1ofakind.webs.com
(773)827-9473
Page 14
SimplyFIT by Vera Wang
Cost Sheet PUT YOUR BRAND NAME Date: Feb 21, 2012 Product Descrip=on: striped ankle legging Sizes: XS-‐ XL Colors: Royal Blue/ Black
MATERIAL
YARDS
67%Polyester 29%Rayon, 4% Spandex 2yrds
Style # : 2B2154 “The Legging” Season: Spring Wholesale: $23.00 Sug. Retail: $46.00 PRICE 2.50
AMOUNT
PRODUCT SKETCH
$6.00 FRONT
$6
TOTAL MATERIAL COST TRIMMINGS Full Elas=c Waistband
QTY
PRICE
1yrd
1
AMOUNT 1.00
BACK
1
TOTAL TRIMMING COST
LABOR per legging
AMOUNT $4.00
Swatch TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
$4
11.00
Mary-ms1ofakind.webs.com
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Page 15
SimplyFIT by Vera Wang
Cost Sheet Date: Feb 21, 2012 Product Descrip=on: sTRIPED Two in one Yoga Tank Sizes: XS-‐XL Colors: White/ Coral
MATERIAL 95%Cocon, 5% Spandex
YARDS 2yrd
PRICE 2.00
Style # : 2B1363 “The Tank” Season: Spring Wholesale: $20.00 Sug. Retail: $40.00 AMOUNT
PRODUCT SKETCH
5.00 FRONT
5
TOTAL MATERIAL COST TRIMMINGS Strips
QTY
PRICE
1yrd
1
AMOUNT 1.00
BACK
1
TOTAL TRIMMING COST
LABOR per hour
AMOUNT 3.00
Swatch TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
3
9.00
Mary-ms1ofakind.webs.com
(773)827-9473
Page 16
SimplyFIT by Vera Wang
Cost Sheet Date: Feb 21, 2012 Product Descrip=on: Lounge Stripped biker Shorts Sizes: XS-‐XL Colors: Coral/ Yellow
MATERIAL 95% Cocon, 5% Spandez
YARDS 1yrd
Style # : 2B2245 “The Short” Season: Spring Wholesale: $22.00 Sug. Retail: $44.00
PRICE AMOUNT 4.00 5.00
PRODUCT SKETCH
FRONT
5
TOTAL MATERIAL COST TRIMMINGS Elas=c Waistband
QTY 1yrd
PRICE AMOUNT 1.00 1.00
BACK
1
TOTAL TRIMMING COST
LABOR per hr
AMOUNT 4.00
Swatch TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
4
10.00
Mary-ms1ofakind.webs.com
(773)827-9473
Page 17
SimplyFIT by Vera Wang
Cost Sheet Date: Feb 21, 2012 Product Descrip=on: Drawstring Yoga Pant with Pockets Sizes: XS-‐XL Colors: White/ Coral
MATERIAL
YARDS
PRICE
67% Polyester 29%Rayon 4% Spandez 2yrd
2
Style # : 2B2364 “The Crops” Season: Spring Wholesale: $23.00 Sug. Retail: $46.00
AMOUNT
PRODUCT SKETCH
5.00 FRONT
5
TOTAL MATERIAL COST TRIMMINGS
QTY
PRICE
Full elas=c Waistband with Drawstring 1yrd Front Patch Pockets 1/2 yrd
1 1
AMOUNT 1.00 1.00
BACK
2
TOTAL TRIMMING COST
LABOR 1 piece per hr
AMOUNT 4.00
Swatch TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
4
11.00
Mary-ms1ofakind.webs.com
(773)827-9473
Page 18
SimplyFIT by Vera Wang
Cost Sheet Date: Feb 21, 2012 Product Descrip=on: Stripped sports Bra Sizes: XS-‐XL Colors: Grey/ Yellow
MATERIAL 95%Cocon 5%Spandex
YARDS 1yrd
Style # : 2B1233 “The Bra” Season: Spring Wholesale: $16.00 Sug. Retail: $32.00 PRICE 3.00
AMOUNT
PRODUCT SKETCH
4.00 FRONT
4
TOTAL MATERIAL COST TRIMMINGS strips
QTY
PRICE
1yrd
1
AMOUNT 1.00
BACK
1
TOTAL TRIMMING COST
LABOR 1 Bra Per Hr
AMOUNT 2.00
Swatch TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
2
7.00
Mary-ms1ofakind.webs.com
(773)827-9473
Page 19
SimplyFIT by Vera Wang
Cost Sheet Date: Feb 21, 2012 Product Descrip=on: Contrasted Waistband Yoga Pant Sizes: XS-‐XL Colors: Grey/Yellow
MATERIAL 95% Cocon 5% Spandex
YARDS 2yrds
PRICE 2.00
Style # : 2B2434 “The Pant” Season: Spring Wholesale: $24.00 Sug. Retail: $48.00 AMOUNT
PRODUCT SKETCH
5.5 FRONT
5.5
TOTAL MATERIAL COST TRIMMINGS
QTY
PRICE
Elas=c Waistband with contras=ng 1yrd color on f1.00 ront solid waistband on back
AMOUNT 1.00 \ BACK
1
TOTAL TRIMMING COST
LABOR 1pant per hour
AMOUNT 4.5
Swatch TOTAL LABOR COST
TOTAL COST OF PRODUCT:
Maria E. Cruz
4.5
11.00
Mary-ms1ofakind.webs.com
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Page 20
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Hoodie”
Tops Striped Zup-up Jacket with a drawstring hoodie Color:Coral with Yellow Strips Sizes: X-Small to X-Large Style# 2B3242
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 21
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Crops”
Bottoms Drawstring Crop Yoga Pants with Pockets Color: White with Coral waistband
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 22
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Shorts”
Bottoms Lounge Stripped Biker Shorts Color: Coral with Yellow Strips on the side and the waistband Size:X-Small to X-Large
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 23
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Legging”
Bottoms Sreipped Ankle Leggings with a faux cuff at the bottom Color: Royal Blue with Black Strips and waistband Sizes:X-Small to X-Large
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 24
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Tank”
Tops Stripped tanlk eith built in bra Color: White with coral colored stripes Size: X-Small to X-Large Style #2B1363
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 25
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Cape”
Tops Zip-Up Hooded cape with pockets Color:Royal Blue with Black stripes Sizes: X-Small to X-Large Style# 2B3151
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 26
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Bra”
Tops Stripped Sports Bra Color: Grey with Yellow stripes Sizes: X-Small to X-Large Style# 2B1233
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 27
SimplyFIT by Vera Wang
Line Sheet
Model Sheet “The Yoga”
Bottoms Contrasted waistband yoga Pants Color:Grey with yellow waistband Sizes: X-Small to X-Large Style#2B2434
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 28
SimplyFIT by Vera Wang
#Z 7FSB 8BOH
Tops Spring 2013 (95% Cotton & 5% Spandex)
Sports Bra Style# 2B1233 Wholesale:$16.00 Sug.Retail:$32.00
L/S Hoodie
Maria E. Cruz
Style#2B3242
Zip-Up Cape
Tank
Wholesale:$28.00
Style# 2B3151
Style#2B1363
Sug.Retail:$56.00
Wholesale:$33.00
Wholesale:$20.00
Sug.Retail:$66.00
Sug.Retail:$40.00
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Page 29
SimplyFIT by Vera Wang
#Z 7FSB 8BOH
Bottoms Spring 2013 (95% Cotton & 5% Spandex)
Biker Shorts Style# 2B2245 Wholesale:$22.00 Sug.Retail:$44.00
Leggings Style# 2B2154
Croped Pants
Bootcut Yoga Pant
Style# 2B2364
Wholesale:$23.00
Style#2B2434
Wholesale:$23.00
Sug.Retail:$46.00
Wholesale: $24.00 Sug. Retail: $48.00
Sug.Retail:$46.00
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 30
SimplyFIT by Vera Wang
Brand Identity/ Competitive Edge SimplyFIT by Vera Wang :
Cute.Colorful.Comfortable.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 31
SimplyFIT by Vera Wang
Selling Appeal Our customers will stop in to see our collection because they are curious to see Vera Wang’s new line. They will definitely fall in
love once they see the affordable prices that range from $25 to $70 a piece. The colors are so out of the ordinary and are colors that many women love. They range from darks to lights, starting
with black, blue,pink, yellow and white. The fabric is soft and
stretchy and fits well on all types of bodies. Finally but not least they are pieces that you will not find anywhere else. Every
women in town will want to look cute and stylish when getting fit. So why not simply get fit with Vera Wang’s new line. It a new Vera Wang Collection Its affordable to any women Its a new way for women to feel fashionable and cute while working out
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 32
SimplyFIT by Vera Wang
Distinct Characteristics The collection is made exclusively for women. some of the pieces are
styles you wouldn't see in other active wear collections. To top it off,
it comes in beautiful bright colors that are out of the ordinary. But
of course we also have pieces available in the neutral colors of blacks and greys, for those women who don't like color. Another thing that separates this collection from other is the simple fact that is a Vera
Wang. It is completely different from the other named brand sports wear. The best thing about it, is that its affordable. Any women in the country could get her hands on it.
Look cute in very feminine pieces that will make you stand out when working out.
Look colorful in this seasons most trendy colors. Look comfortable in our good quality cotton and spandex pieces.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 33
SimplyFIT by Vera Wang
Retail Partner
You could get any awesome piece of this collection at selective Carson Perrie Scott department stores. Geographic Locations There will be 12 locations that will have Vera Wang’s new exclusive collection. BON-TON GREECE RIDGE
BOSTON STORE BROOKFIELD SQUARE
Greece Ridge 98 Greece Ridge Center Rochester, NY 14626 585-227-1040 BON-TON SHERIDAN
Brookfield Square 15875 West Bluemound Road Brookfield, WI 53005 262-782-6888 BOSTON STORE MAYFAIR
Sheridan 1706 Sheridan Dr. Buffalo, NY 14223 716-877-4020
Mayfair Mall 2400 North Mayfair Road Milwaukee, WI 53226 414-453-7500 YOUNKERS BAY PARK SQUARE
BON-TON NEWBURGH Newburgh Suite 139 1401 Rte. 300 Newburgh, NY 12550 845-566-8200
Bay Park Square 101 Bay Park Square Green Bay, WI 54304
CARSON'S WOODMAR
CARSON'S HARLEM-IRVING
Woodmar Mall 6600 Indianapolis Boulevard Hammond, IN 46320 219-844-2525
Harlem-Irving Mall 4200 N. Harlem Avenue Norridge, IL 60706 708-453-1053 CARSON'S RANDHURST
CARSON'S CHICAGO RIDGE Chicago Ridge Mall 9800 South Ridgeland Avenue Chicago Ridge, IL 60415 708-425-5115 BON-TON CHAMBERSBURG Chambersburg 100 Chambersburg Mall Chambersburg, PA 17201 717-263-8454 Maria E. Cruz
Randhurst Mall 1025 Center Drive Mount Prospect, IL 60056 847-392-2000 CARSON PIRIE SCOTT 601 N Martingale Rd # 150. Schaumburg, IL 60173 (847) 240-2801
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(773)827-9473
Page 34
SimplyFIT by Vera Wang
Production CalendarSpring 2013 month
Feb,
Mar.
April
May
June
July
Aug.
Sep.
Oct.
Nov.
Dec.
Jan.
Feb.
Research Step 1
Market Trends, colors
Begin to Step 2
design & sketch
Swatch & Step 3
begin to make samples Production,
Step 4
Retail orders placed
Major Step 5
Step 6
production begins
Production continues
Major Step 7
production... in store promotions
Shipping period, in
Step 8
store promotions
shipping period in
Step 9
store promoyions
shipping Step 10
continues, recods period
Step11
store set up
track retail
Step 12
selling
start plan for next season
Step 13
Maria E. Cruz
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(773)827-9473
Page 35
SimplyFIT by Vera Wang
Purchase Order/ Unit Distribution by Item Ven#
Vendor Name
Beg. Ship Complete Terms Label DeptSeason Buyer Date
12345 Vera Wang
PO#
Retailer
Jan 1,2013 Aug 1, COD 2013 SimplyFit Womens by Spring VeraBerry Wang Summer Scott Mar 10, 2011 1234 Carson Perrie Scott Confirmation _____
New Order ___X__
Shipped: Truck Ordinary_____ Special______
Sizes Style # Description
ColorXS
S
M
L
XL
TTL Units WholsaleRetail TWS
2B3151 Zip-Up Hodded Cape
05-Royal Blue/Black 6 10 12
10
6
44 $ 33.00 $ 66.00$ 1,452.00 $ 2,904.00
2B3242 Striped Yoga Jacket
04-Coral/Yellow 10 14
16
14
10
64 $ 28.00 $ 56.00$ 1,792.00 $ 3,584.00
2B2154 striped ankle legging
05-Royal Blue/ 8 12 Black 14
12
8
54 $ 23.00 $ 46.00$ 1,242.00 $ 2,484.00
2B1363 Striped Two in one Yoga Tank
06-White/6Coral10
12
10
6
44 $ 20.00 $ 40.00$ 880.00 $ 1,760.00
2B2245 Lounge Stripped biker Shorts
04-Coral/ 6Yellow 10
12
10
6
44 $ 22.00 $ 44.00$ 968.00 $ 1,936.00
2B2364 Drawstring Yoga Pant with Pockets06-White/ 10Coral14
16
14
10
64 $ 23.00 $ 46.00$ 1,472.00 $ 2,944.00
2B1233 Stripped sports Bra
03-Grey/ Yellow 6 10
12
10
6
44 $ 16.00 $ 32.00$ 704.00 $ 1,408.00
2B2434 Contrasted Waistband Yoga Pant 03-Grey/Yellow 10 14
16
14
10
64 $ 24.00 $ 48.00$ 1,536.00 $ 3,072.00
422
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
TR
$
0.00 $
0.00
$
0.00 $
0.00
$
0.00 $
0.00
$ 10,046.00$ 20,092.00
Page 36
SimplyFIT by Vera Wang
Sale Projection- Master Page
Maria E. Cruz
Introduc)on -‐ 4 wks
input #
Product Jackets
Units 108
# input 43
On Hand 65
Tops Pants Crops Total
88 118 108 422
35 47 43 168
53 71 65 254
Maintanence -‐ 4 wks
auto
input
auto
Product Jackets
Units 65
Sold 26
On Hand 39
Tops Pants Crops Total
53 71 65 254
21 28 26 101
32 43 39 153
Clearance -‐ 2wks
auto
input
auto
Product Jackets
Units 39
Sold 12
On Hand 27
Tops Pants Crops Total
32 43 39 153
10 13 12 47
22 30 27 106
Vera Wang Clearance -‐ 2wks
Brand Sales ProjecHon auto
input
auto
Product Jackets
Units 27
Sold 13
On Hand 14
tops Pants Crops Total
22 30 27 106
11 16 13 53
11 14 14 53
Replenishment
auto
input
auto
Product Jackets
Units 20
Sold 14
On Hand 6
Tops Pants Crops
17 21 20
12 15 14
5 6 6
Total
78
55
23
Mary-ms1ofakind.webs.com
auto
(773)827-9473
Page 37
SimplyFIT by Vera Wang
Marketing Plan Total Retail Sales: $20,092.00 Wholesale total $10,046 x 12 stores = $120,552.00 % Marketing Budget: $120,552.00 x 15% = $18,082.80 $ Marketing Budget: $18,082.80 total budget divided across 3 phases of business. Introduction - 4wks : $18,082.80 x 30% = $5,424.84
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 38
SimplyFIT by Vera Wang
Objective/ Strategy INTRO
Objective: To inform customers of the new brand extension Strategy: Hosting a launch party at Carson Perrie Scotts downtown location which is one place that will exclusively home this new collection. Carson's will invite its credit card holder customers by mail. There will be a small advertisement and invite in their monthly statements. The invite will list location and other event info for the customer and a plus one. These lucky customers will be the first to preview the collection in per} son. Tactic: At this exclusive event there will be appetizers and drinks for the lucky invites from 7pm-8pm. They will be able to enjoy music provided by on of Chicago’s most lis} tened to radio stations. Plus, meet and mingle with other locals. There will also be a small fashion show at 8pm and will be treated like VIP’s. Every guest who RSVP and atttented will receive a 15% of coupond on thir next in store purchase. After the pre} view of what is coming to shelfs next season, the invites who attended will be entered into a surprise raffle. The lucky winner will win a $100.00 gift card to purchase some} thing out of this collection. While the rest will be eagerly waiting for the collection to be exclusively available at 6 local Carson Perrie Scotts. Person Responsible: Marketing Manager, Product development Manager, Public Re} lations, and Event Planner Completion Date: Feb 1, 2013
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 39
SimplyFIT by Vera Wang MAIN
Objective: Increasing sales by 10% from August 1st, 2013 - September 1st, 2013 Strategy: Advertising in stores and online website. Tactic: Offering 20% off a full priced item when spending $75.00 or more in stores. Promo} tio is not redeemable for cash and is not valid on sale merchandise. In store advertise} ment continues. Person Responsible: Marketing Manager, Sales Associates Completion Date: March 13, 2013
CLEAR Objective: Selling all remainder goods before the next collection enters stores on May. 1st 2013 and increasing cardholders sales by 4%. Strategy: Giving each customer who uses their Carson’s card and spends over $100 a scratch off coupond for a chance at a $200.00 Giftcard to use on the next pur} chase of the SinplyFIT line. Tactic: Identifying three Lucky winners. The remainder pieces go on clearance by placing merchandise at the back of the store to attract customers. Prices will be additional 30% off the markdown price. Store will continue to advertisein stores. Person Responsible: Sales Associates, Marketing Manager, Store Manager Completion Date: January 10, 2013
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 40
SimplyFIT by Vera Wang
Marketing Control Method
INTRO
Carson’s card holders will receive invite only. They will bring a +1 and RSVP is a must. These guest will receive a 20 %off ta regular priced item after the Launch fash} ion show.
MAIN The word is out about the new collection. Public advertisement is out on Carson’s ad} vertisement sent in the mail. Our VIP’s are coming back with their 15% off coupon. The merchandise is still regular price.
CLEAR The collection is finally on sale, well at least what is left of it. We will start with a 30%off sale the first week. Then the last week will be an extra 30% off markdown prices. No coupons are valid with these promotions.
Exclusive discount for VIP’s after Launch Party
SimplyFIT
by Vera Wang
a regular priced item
Maria E. Cruz
Mary-ms1ofakind.webs.com
by Vera Wang
(773)827-9473
Page 41
SimplyFIT by Vera Wang
Sample Advertisement
This marketing will be displayed outside of the stores in easels
Do It With
SimplyFIT By Vera Wang
Sold Exclusively at:
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 42
SimplyFIT by Vera Wang
Press Kit
Press Kit
Vera Wang’s Apparel/ Ready-to-Wear is targeted to 25-35 year old Young, Professional and trendy Females, with an Income of $75,000. She is known for her approach to style and luxury, Vera Wang’s ready-to-wear collections reso} nate with her signature layering, intricate draping and exquisite attention to detail. Same with her salon which continues to showcase collections known for sophisticated drama, feminine detailing and modern approach to bridal design. Now, Vera want to help you get ready for your big day by providing feminism and unique athletic wear for women. No more of that plain old sweats and T-shirt. Its time to get up and get fit with Vera Wang’s New Simply FIT by Vera Wang. Vera Wang has created a unique aspirational world that alludes to sensuality and youthful sophistication. Exquisite details, intricate draping and a nonchalant sense of style characterize the Vera Wang aesthetic. Now with Vera Wang's new athletic wear, women can still feel sophisticated when getting fit before their dream wedding or even just because they want to look and feel healthy.
#Z 7FSB 8BOH
VIP Access to Vera Wang’s new activewear collection
SimplyFIT
You and a guest will enjoy a live fashion show along with
by Vera Wang
Maria E. Cruz
Mary-ms1ofakind.webs.com
music and drinks. Make sure you RSVP your name on the list.
(773)827-9473
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SimplyFIT by Vera Wang
Biography
Ever since she could hold a crayon, Maria has communicated through her art. She has a passion for impressionist painting. One of the reasons why she has an eye for details. She has always had a passion for fashion because of her mother teaching her how to be a fashionista. She isnt scared to try new thing. In High School she was voted best dress because of her odd way of mixing styles and colors. Maria draws out of inspiration from the smallest little thing that other might not even consider. She explores a wide variety of mediums to create designs that evoke emotional responses through the visual elements of each minor detail. Her passion for color and beading is what makes each piece unique. Signature styling includes layering and mixed mediums, including light silks to heavy wools. Maria E. Cruz is currently a senior at Columbia College Chicago. She designs ready-to-wear pieces from skirts, dresses, blouses, and jewelry. Her style is all about showing of a womens curves. She wants women to feel sexy and comfortable in their own skin. She designs everything as if it were for her which makes every piece a "One of a Kind".
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 44
SimplyFIT by Vera Wang
Visual Merchandising Research
1.They key item for the SimplyFIT Collection is “the yoga”. Active wear can be bought at any store at any price level, which is why this collection must stand out. The uniqueness of it its the flaterring styles each piece come in. Most importantly is full of color. Why wear sweat pants n baggy t-shirt when you could feel and lok great with SimplyFIT. 2.The fringe item is “The Jacket”. With the array of colors and the transformation it can have on a look is timelessand classic, but still on trend. 3.The front of the department contains the latest looks as well as the standard sports bra look. The middle of the departmen includes basic tees. and the back of the department is home to more of the yoga pants. 4.The whole Collectioin in store are featured in front of the store to attract consumers and continues with other cordinating pieces to sale. 5. This department has 3 of each size run or stuffed with random restocked sizes. Typically there are 14 items of each product. 6.There are 8 distinct pieces in the collection found at SimplyFIT department at Carsons. They consisn of: The jacket, The yoga, The bra, The sort, The cape, the crop, the tank, and the short. 7.The collection is created by a single or combinationof inspiration that translates into interchangeable pieces to create multiple looks. color and fabrication are key for tying important aspects. By using creative seam lines and color blocking technniques, catches out particular product apart from others. 8.Wooden wall cabinets are the most intriguing way for displaying with mixed colored yogas in various piles instead of being paired with coordinating color. Tanks , jackets, and shorts are intermixed throught the department on t stands, large, large wooden table. My overall impression of the store was impresssed. Everything was clean and well presented: nothing was overpowering ot overstocked on the shelves. The presentation was certainly effective and makes the viewers want to return.
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 45
SimplyFIT by Vera Wang Intro basics Fixtures featuring looks #3,
Front of Dep. with 2 mannes
#4
Cashwrap
fittingroom
F L
Fashion Forward area featuring look #1, #2
O Main
Fashion Forward area featuring
Front of Dep. Fixtures look #1, #2 with 2 mannes
Fixtures
featuring
featuring Front of Dep. with 2 mannes
looks #3, cash-
looks #3, #4
wrap
fittingroom
O R
basics markdown items
S E
Sale & Clearance
Clear
Front of Fixtures featuring looks #3, #4 Dep. with 2 mannes
basics
Cashwrap
fittingroom
T
Fashion Forward area featuring look #1, #2
Maria E. Cruz
Mary-ms1ofakind.webs.com
(773)827-9473
Page 46