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Leather Purses and Handbags Spring/Summer 2015


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Table of Contents                        

Mission Statement………………………………………………………………………………..…………………3 Vision Statement……………………………………………………………………………………….…………...3 Social Responsibility………………………………………………………………………………………..……..3 Customer Profile………………………………………………………………………………………………….….4 Customer Narrative…………………………………………………………………………………………….…..5 Market Research………………………………………………………………………………………………..……6 Group Overview…………………………………………………………………………………………...........7-8 Style Number System………………………………………………………………………………………….9-10 Cost Sheets……………………………………………………………………………………………………….11-20 Line Sheets……………………………………………………………………………………………………...21-22 Brand Identity……………………………………………………………………………………………………...23 Selling Appeal…………………………………………………………………………………………………….…23 Distinctive Qualities………………………………………………………………………………………………23 Retailer………………………………………………………………………………………………………………..23 Geographic Location…………………………………………………………………………………………..…23 Production and Fashion Merchandising Calendar……………………………………………………24 Purchase Order…............………………………………………………………………………………………..25 Sales Projection……………………..…………………………………………………………………….....26-28 Floor Plan…………………………………………………………………………………………………………….29 Marketing Plan………………………………………………………………………………………………..30-31 Execution Team…………………………………………………………………………………………………….31 Marketing Budget………………………………………………………………………………………………….32 Press Kit………………………………………………………………………………………………………….33-37 Bibliography…………………………………………………………………………………………………………38


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Mission Statement “Elizabeth and James brings together two dynamic personalities into exquisite balance. They perfectly complement one another in a beautiful contradiction.”

Vision Statement ”Elizabeth's uptown sophistication and feminine detail is paired with James' laid back, downtown edge and masculine tailoring. Individually, each would be incomplete. Together, they are striking in perfection. For Elizabeth and James, the magic is in the mix.”

Social Responsibility Elizabeth and James currently are not involved in any kind of consciousness/awareness cause. Since designers Mary-Kate and Ashley Olsen have been involved with Free Arts NYC in the past, I would like for the company Elizabeth and James to work with this program.


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Customer Profile Segmentation Types/Bases

Illustrative Categories

Geographic Segmentation Region City Size Population Density Climate

Northeast 500,000 + Urban Temperate

Age Gender Household Size Income Occupation Education

23-28 Female Up to 4 $300,000 + Professional Some College to College Graduate

Culture Subculture Religion National Origin Race Social Class Marital Status Psychographics

American

Degree of Knowledge Benefits Sought Attitude

Expert Prestige Positive

Brand Loyalty Store Loyalty Usage Rate User Status Payment Method Media Usage Usage Situation

Divided Loyalty Divided Loyalty Medium Current User Credit Card Magazine Work

Demographic Segmentation

Sociocultural Segmentation Any Any Any Upper Single Achievers

Affective and Cognitive Segmentation

Behavioral Segmentation


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Customer Narrative Each morning, this young girl wakes up with her clothes pressed and breakfast made by her nanny. After getting dressed and enjoying a breakfast spread with her parents she makes her way to school. When she arrives at the street she is immediately surrounded by the uptown part of the city she lives in. It’s here at the street she is greeted by her family’s regular driver and who takes to her private school in the family town car. While at school she mingles with her close knit group of friends. Although they may not be the most popular girls in school they are certainly would be considered among the elite. She and her gossip about the latest news in school, celebrities, and fashion. She takes classes such as British Literature, Contemporary Fashion, Art II and French. She’s a smart girl, and passes her classes with B’s or higher. She prefers her fashion and art classes over the rest. After school, when she doesn’t have lacrosse practice, she goes out with a friend or two to the local bistro. Here they grab some coffee and baguettes at one of the downtown bistros to discuss weekend plans and begin their homework. Her weekend plans typically consist of strolling through nearby shops, to find the most classic pieces to add to her wardrobe. She loves to shop everywhere, anywhere from Nordstrom to thrift shops. She believes you can find the best pieces anywhere. She and her family enjoy going on holiday whenever they can. They love to travel to different countries and try out new spots. She loves to do whatever activity the day has in store for her. When her family goes on holiday in tropical places she is usually lying on the beach or playing in the ocean. Whereas if her family goes on holiday in a cooler climate she is usually snowboarding down the bunny hills or relaxing in the lodge and watching movies with her family.


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Market Research 

Brand o

Category o

13-17, Female, Classic, household income $300,000

Extension o

Handbags/Leather goods

Consumer o

Elizabeth and James

Juniors line of handbags and backpacks

Potential key pieces and fringe pieces o

o

Assorted leather backpacks for juniors 

Cross chest

Two straps

Bucket

Leather tote bags for juniors 

o

Leather bucket bags for juniors 

o

In assorted prints

Leather wallets and wristlets 

In assorted prints

In assorted prints

Prices range from $200-$300


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Group Overview

Style #1A51181

Style #1A53281

Style #1A55181

Style #1A52281

Style#1A54181

Style #1A56181


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Style # 1A57281

Style #1A57181

Style #1A58281

Style #1A59181


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Style Number System 1 Year 1 2 3 4

2015 20-20-20—

2 Season A B C D

Spring Summer Fall Winter

3 Class 1 2 3 4 5 4 Sub Classes

Tops Bottoms Outerwear Dresses Accessories 1 Accessory Type 1 2 3 4 5 6 7 8 9

5 Color 1 Multi 2 Black 3 White 4 Red 5 Orange 6 Yellow

Backpack Messenger Bag Wristlette Wallet Tote Duffle Clutch Laptop Carrier Circle Bag


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7 Green 8 Blue 9 Brown 0 Khaki 6 Fabrication 1 Cotton 2 Nylon 3 Khaki 4 Pique 5 Cotton/Polyester 6 Wool 7 Woven 8 Leather 9 Denim 0 Line 7 Size 1 One Size

Items and Style Numbers Backpack Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Clutch Laptop Carrier Circle Backpack

# 1A51181 #1A52281 #1A53281 #1A54181 #1A55181 #1A56181 #1A57281 #1A57181 #1A58281 #1A59181

One strap (black and animal print) Oversized (black) Wrist strap (black) Top clasp (black and animal print) Two handles (black and animal print) Two handles (black and animal print) No handles (black) Crossbody (black and animal print) Crossbody (black) Two straps (black and animal print)


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Cost Sheets Date: 10/4/2013 Product Description: Backpack with Chest Strap Sizes: One Size Colors: Black, Platinum Animal Print

Style # :

1A51181

Season: Wholesale: Sug. Retail:

Spring/Summer $130.00 $260.00

MATERIAL Rawhide Suede

PRODUCT SKETCH

YARDS 2

Giraffe Platinum

0.5

TOTAL MATERIAL COST TRIMMINGS

QTY

PRICE

AMOUNT $ $9.98 19.96 $ $20.98 10.49 $ 30.45

PRICE

Antique Brass Zipper

3 in

$8.49/36in

18 mm Magnetic Bag Snap

1 set

$1.90/2 set

TOTAL TRIMMING COST LABOR LABOR Cutting Marking Grading Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:

AMOUNT $ 0.71 $ 0.95 $ 1.66 AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00 $ 2.50 $ 0.75 $ 32.75 $ 64.86

Swatches


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Date: 10/4/2013 Product Description: Oversized Messanger Bag Sizes: One Size

Style # :

1A52281

Season:

Colors:

Wholesale:

Spring/Summer $ 160.00 $ 320.00

Black

Sug. Retail:

MATERIAL

YARDS

Rawhide Suede

3

PRICE $9.98

TOTAL MATERIAL COST

TRIMMINGS Antique Brass Zipper Belt Buckle 18 mm Magnetic Bag Snap TOTAL TRIMMING COST

PRODUCT SKETCH

AMOUNT $ 29.94 $ 29.94

QTY

PRICE

AMOUNT

24 in 2

$8.49/36in $5.00/each

$ 5.66 $ 10.00

1 set

$1.90/2 set

$

0.95

$ 16.61 Swatch

LABOR

AMOUNT

LABOR Cutting Marking Grading

$ 10.00 $ 15.00 $ 1.50 $ 3.00

Payroll Taxes & Health Fund Trading

$ $

TOTAL LABOR COST

$ 32.75

TOTAL COST OF PRODUCT:

$ 79.30

2.50 0.75


13 Date: 10/4/2013 Product Description: Wristlette Sizes: One Size Black with Ivory Colors: lining

Style # :

1A53281

Season:

Spring/Summer $ 108.00 $ 216.00

Wholesale: Sug. Retail:

MATERIAL

YARDS

Rawhide Suede

0.2

Lining Dull Polyester Ivory Satin

0.2

TOTAL MATERIAL COST

TRIMMINGS Antique Brass Zipper Antique Purse frame w/ kiss lock TOTAL TRIMMING COST

LABOR LABOR Cutting Marking Grading

Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:

QTY

PRICE

AMOUNT $ $9.98 2.00

PRODUCT SKETCH

$ $8.98 1.80 $ 3.79

PRICE

AMOUNT $ $8.49/36in 0.71

3 in

Swatches 1

$ $5.99 5.99 $ 6.70

AMOUNT $ 8.00 $ 10.00 $ 1.00 $ 2.00 $ 2.50 $ 0.75 $ 24.25 $ 34.74


14 Date:

10/4/2013

Style # :

1A54181

Season:

Spring/Summer $ 76.00 $ 152.00

Wallet with Top Clasp

Product Description: Sizes: One Size Blac, Platinum Animal print, Ivory Colors: lining

Wholesale: Sug. Retail:

MATERIAL

YARDS

Rawhide Suede

0.2

Giraffe Platinum

0.2

PRICE

AMOUNT $ $9.98 2.00 $ $20.98 4.20

PRODUCT SKETCH

Lining Dull Polyester Ivory Satin

0.2

TOTAL MATERIAL COST

TRIMMINGS Antique Purse frame w/ kiss lock Antique Brass Zipper TOTAL TRIMMING COST

LABOR LABOR Cutting Marking Grading

Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:

QTY

$ $8.98 1.80 $ 7.99

PRICE

AMOUNT Swatches

$ 1 $5.99 5.99 $ 3 in $8.49/36in 0.71 $ 6.70

AMOUNT $ 8.00 $ 10.00 $ 1.00 $ 2.00 $ 2.50 $ 0.75 $ 24.25 $ 38.94


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Date:

10/4/2013

Product Description: Sizes: One Size Colors:

Style # :

1A55181

Season:

Spring/Summer $ 176.00 $ 352.00

Tote Bag

Black, Platinum Animal Print

Wholesale: Sug. Retail:

MATERIAL Rawhide Suede Giraffe Platinum TOTAL MATERIAL COST

TRIMMINGS Antique Brass Zipper Belt Buckle TOTAL TRIMMING COST

LABOR LABOR Cutting Marking Grading

YARDS

PRICE

AMOUNT

2

$9.98

$ 19.96

0.5

$20.98

$ 10.49 $ 30.45

QTY 24in 4

PRICE $8.49/36in $5.00/each

AMOUNT $ 5.66 $ 20.00 $ 25.66

AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00

Trading TOTAL LABOR COST

$ 2.50 $ 0.75 $ 32.75

TOTAL COST OF PRODUCT:

$ 88.86

Payroll Taxes & Health Fund

PRODUCT SKETCH

Swatches


16 Date: 10/4/2013 Product Description: Small Duffle Bag Sizes: One Size

Style # :

1A56181

Season:

Colors:

Wholesale:

Spring/Summer $ 148.00 $ 296.00

Black, Platinum Animal Print

Sug. Retail:

MATERIAL

YARDS

Rawhide Suede Giraffe Platinum TOTAL MATERIAL COST

2 0.5

TRIMMINGS

QTY

Antique Brass Zipper

24 in

Belt Buckle 18 mm Magnetic Bag Snap TOTAL TRIMMING COST

1

LABOR LABOR Cutting Marking Grading

1 set

PRICE $9.98 $20.98

AMOUNT $ 19.96 $ 10.49 $ 30.45

PRICE

AMOUNT $ $8.49/36in 5.66 $ $5.00/each 5.00 $1.90/2 $ set 0.95 $ 44.36

AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00

Trading TOTAL LABOR COST

$ 2.50 $ 0.75 $ 32.75

TOTAL COST OF PRODUCT:

$ 74.81

Payroll Taxes & Health Fund

PRODUCT SKETCH

Swatches


17 Date: 10/4/2013 Product Description: Clutch Sizes: One Size Black and Ivory Colors: lining

Style # :

1A57281

Season:

Spring/Summer $ 72.00 $ 144.00

Wholesale: Sug. Retail:

MATERIAL

YARDS

Rawhide Suede

0.5

PRICE

AMOUNT $ $9.98 4.99

PRODUCT SKETCH

Lining Dull Polyester Ivory Satin

0.5

TOTAL MATERIAL COST

TRIMMINGS

Antique Brass Zipper 18 mm Magnetic Bag Snap TOTAL TRIMMING COST

LABOR LABOR Cutting Marking Grading

Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:

QTY

3 in 1 set

$ $8.98 4.49 $ 9.48

PRICE

$8.49/36in $1.90/2 set

AMOUNT $ 0.71 $ 0.95 $ 1.66

AMOUNT $ 8.00 $ 10.00 $ 1.00 $ 2.00 $ 2.50 $ 0.75 $ 24.25 $ 35.39

Swatches


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Date: 10/4/2013 Product Description: Crossbody Clutch w/ Cellphone Case Sizes: One Size

Style # :

1A57181

Season:

Colors:

Wholesale:

Spring/Summer $ 102.00 $ 204.00

Black, Platinimun Animal Print, and Ivory lining

Sug. Retail:

MATERIAL Rawhide Suede Giraffe Platinum Lining Dull Polyester Ivory Satin 6 Gauge Clear Vlinyl TOTAL MATERIAL COST TRIMMINGS Antique Purse frame w/ kiss lock Antique Purse Chain

YARDS

PRICE

AMOUNT

0.2 0.2

$9.98 $20.98

$ $

2.00 4.20

0.2 0.1

$8.98 $2.48

$ $ $

1.80 0.25 8.24

QTY

PRICE

1 42 in

$5.99 $12.00/42 in

PRODUCT SKETCH

AMOUNT

$

5.99

$ 12.00

TOTAL TRIMMING COST

$ 17.99

LABOR LABOR Cutting Marking Grading

AMOUNT $ 8.00 $ 10.00 $ 1.50 $ 3.00

Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:

$ 2.50 $ 0.75 $ 25.75 $ 51.98

Swatches


19 Date:

10/4/2013

Product Description: Sizes: One Size Colors:

Style # :

1A58281

Season:

Spring/Summer $ 132.00 $ 264.00

Crossbody Laptop Bag

Black

Wholesale: Sug. Retail:

MATERIAL Rawhide Suede TOTAL MATERIAL COST

TRIMMINGS Antique Brass Zipper Metal Trim 18 mm Magnetic Bag Snap Belt Buckle TOTAL TRIMMING COST

LABOR LABOR Cutting Marking Grading

Payroll Taxes & Health Fund Trading

YARDS 2.5

QTY 6 in

PRICE AMOUNT $9.98 $ 24.95 $ 24.95

PRICE $8.49/36in

PRODUCT SKETCH

AMOUNT $ 1.42

$1.90/2 set

$ 1 set 0.95 $ 1 $5.00/each 5.00 $ 7.37

AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00 $ 2.50 $ 0.75

TOTAL LABOR COST

32.75

TOTAL COST OF PRODUCT:

65.07

Swatches


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Date:

10/4/2013

Product Description: Sizes: One Size Colors:

Style # :

1A59181

Season:

Spring/Summer $ 154.00 $ 308.00

2 Strap Circle Backpack

Black and Platinum Animal Print

Wholesale: Sug. Retail:

MATERIAL Rawhide Suede Giraffe Platinum TOTAL MATERIAL COST TRIMMINGS Antique Brass Zipper 18 mm Magnetic Bag Snap TOTAL TRIMMING COST LABOR LABOR Cutting Marking Grading

YARDS 2.5 0.5

QTY

PRICE $9.98 $20.98

AMOUNT $ 24.95 $ 10.49 $ 35.44

PRICE

24 in

AMOUNT $ $8.49/36in 5.66

1 set

$1.90/2 set

$ 0.95 $ 6.61 AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00

Trading TOTAL LABOR COST

$ 2.50 $ 0.75 $ 32.75

TOTAL COST OF PRODUCT:

$ 74.80

Payroll Taxes & Health Fund

PRODUCT SKETCH

Swatches


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Line Sheets Elizabeth and James Juniors Leather Accessories Spring/Summer 2015 Delivery: 2/28 Colors: Black and Platinum Giraffe print

Chest Strap Backpack

Oversized Messenger Bag

Style #1A51181

Style #1A52281

$130/260

$160/$320

Wristlette

Wallet

Style #1A53281

Style#1A54181

$108/$216

$76/$152


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Tote

Duffle Bag

Style #1A55181

Style #1A56181

$176/$352

$148/$296

Clutch

Crossbody Clutch with Cell Phone Case

Style # 1A57281 $72/$144

Style #1A57181 $102/$204

Crossbody Laptop Bag

Circle Backpack

Style #1A58281

Style #1A59181

$132/$264

$154/$308


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Brand Identity Beautiful, Feminine, and Laidback

Selling Appeal Elizabeth and James will make you stop in your tracks by the feminine mix of modern and simplistic beauty alone. Once you’ve tried on an Elizabeth and James bag you’ll never want to take it off. Each bag is made with care in order to ensure a long lasting bag that can be used over and over again.   

Simplistic Modern Made for longevity

Distinctive Qualities Each Elizabeth and James bag you’ll find that there is a perfect fit for each woman’s individual silhouette. The silhouettes of the bags are individually unique as well. The fabric of each bag is striking and sophisticated.   

Perfect fit Silhouettes for everyone Striking and sophisticated fabrics

Retailer Neiman Marcus

Geographic Locations   

Dallas, TX, Flagship location Chicago, IL, Michigan Ave location New York, NY, Midtown location


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Production and Fashion Merchandising Planning Calendar Season/Year: 2015 In-Store Delivery: Feb. 2015

Month

Step 1

Step 2

Step 3

Step 4

March Research marketing and packaging

April

May

June

July

Aug.

Sept.

Oct.

Nov.

Dec.

Jan.

Feb.

Begin to design and sketch Swatch and begin to make samples Early production, retail orders placed Major producti on begins

Step 6

Step 7

Step 8

Step 9

Step 10 Step 11

Step 12

Major production continues Major production‌ in store promotions Shipping period, in store promo. Shipping period, in store promo. Shipping period, records period Store set up Track retail sales, plan for next season


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Purchase Order Ven#

Vendor Name

1001 Dept

Elizabeth and James Season

Beg. Ship Feb. 2015 Buyer Neiman Marcus

Accessories

Spring

New Order __x___

Confirmation __x___

Shipped:

Ordinary__x___

Colo r

One Size

Multi

30

1A52281

Black

30

30

1A53281

Wristlette

Black

50

30

1A54181

Wallet

Multi

50

50

1A55181

Tote Bag

Multi

40

50

1A56181

Duffle

Multi

30

40

1A57281

Black

40

30

Multi

50

50

1A58281

Clutch Cellphone Crossbody Clutch Crossbody Laptop Bag

Black

40

50

1A59181

Circular Backpack

Multi

30

40

1A51181

1A57181

Mar. 2015

Terms

Label

3/10,n/60 FOB factory

Elizabeth and James

PO#

Retailer

Date 10/26/2013

2135486

Neiman Marcus

Special______

Description Chest Strap Backpack Oversized Messanger Bag

Style #

Complete

TTL Units

30 1258

Wholsale $130.00 $ 160.00 $ 108.00 $ 76.00 $ 176.00 $ 148.00 $ 72.00 $ 102.00 $ 132.00 $ 154.00

Retail

TWS $ $260.00 3,900.00 $ $ 320.00 4,800.00 $ $ 216.00 5,400.00 $ $ 152.00 3,800.00 $ $ 352.00 7,040.00 $ $ 296.00 4,440.00 $ $ 144.00 3,600.00 $ $ 204.00 5,100.00 $ $ 264.00 5,280.00 $ $ 308.00 4,620.00 $ 95,960.00

TR $ 7,800.00 $ 9,600.00 $ 10,800.00 $ 7,600.00 $ 14,080.00 $ 8,880.00 $ 7,200.00 $ 10,200.00 $ 10,560.00 $ 9,240.00 $ 95,960.00


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Sales Projection Introduction - 4 wks

input #

# input

Product

Units

Sold

auto On Hand

Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total

30

9

21

30 50 50 40 30 40 270

9 15 15 12 9 12 81

21 35 35 28 21 28 189

Maintenance - 4 wks Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total

auto Unit s

inpu t Sold

auto On Hand

21

10

11

21 35 35 28 21 28 189

10 17 17 16 10 16 96

11 18 18 12 11 12 93

input #

# input

Product Cell Phone Crossbody Clutch

Units

Sold

auto On Hand

50

15

35

Crossbody Laptop Bag Circular Backpack

40 30

12 9

28 21

Total

120

36

84

Introduction - 4 wks

Maintenance - 4 wks

inpu t Sold

auto On Hand

35

17

18

Crossbody Laptop Bag Circular Backpack

28 21

16 10

12 11

Total

84

43

41

Product Cell Phone Crossbody Clutch

auto Unit s


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Clearance - 2wks Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total

Clearance - 2wks Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total

auto Unit s

inpu t Sold

auto On Hand

11

4

7

11 18 18 12 11 12 93

4 6 6 4 4 4 32

7 12 12 8 7 8 61

auto Unit s

inpu t Sold

auto On Hand

7

3

4

7 12 12 8 7 8 61

3 6 6 4 3 4 29

4 6 6 4 4 4 32

Clearance - 2wks

Sold

auto On Hand

18

6

12

Crossbody Laptop Bag Circular Backpack

12 11

4 4

8 7

Total

41

14

27

Product Cell Phone Crossbody Clutch

Clearance - 2wks

auto Unit s

inpu t

inpu t Sold

auto On Hand

12

6

6

Crossbody Laptop Bag Circular Backpack

8 7

4 3

4 4

Total

27

13

14

Product Cell Phone Crossbody Clutch

auto Unit s


28

Replenishment Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total

auto Unit s

inpu t Sold

auto On Hand

15

5

20

15 24 24 18 15 24 135

5 8 8 6 5 6 43

20 32 32 24 20 30 178

Replenishment

Sold

auto On Hand

24

8

32

Crossbody Laptop Bag Circular Backpack

18 15

6 5

2 20

Total

57

19

54

Product Cell Phone Crossbody Clutch

auto Unit s

inpu t


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Floor Plans

Register

Clearance

Launch

Shop Entrance


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Marketing Plan Introduction Phase Objective – Present customers with new fashion trends. Strategy – Promote unique assortment mix to exclusively to Neiman Marcus customers. Tactic – For the introduction of these new products, there will be a launch party at the Neiman Marcus. Event will be open to the public but will have some special invitations sent out to board members of Elizabeth and James social responsibility partner. To reach out to the general public, direct to consumer mailers will be used via email and post. Event will contain a DJ as live musical entertainment. At the event appetizers will be served to patrons along with drinks. Waiters will hired on to walk around and serve at the event. Finally, gift bags will be given to those who attend. Gifts are still to be determined. In order to present customers with the new fashion trends a small fashion show will be put on at the event showcasing the Elizabeth and James products. Models for fashion show will be Neiman Marcus associates. Money can be donated to Elizabeth and James social responsibility partner at the event. Control Method – In order to ensure sales for this event, the first 50 customers to RSVP to invitations will receive 15% off of their Elizabeth and James purchase as incentive. Drinks and appetizers will be served to all who shop the Elizabeth and James section.

Maintenance Phase Objective – To increase sales. Strategy – Emphasize long standing quality Tactic – Direct to consumer emails will be sent out during this time. Information will include link to see products and information on products. Specific highlights will include emphasizing the long standing quality products have. Neiman Marcus will be made aware of mailer and information on it. Their associates/specialists will also tell consumers as they come into the section where these products are about the long lasting quality and other information in order to boost sales. Control Method – Customers who carry a Neiman Marcus credit card and are considered “Preferred Neiman Marcus Customers” will receive a mailer containing 15% off Elizabeth and James purchase. Other customers who are considered “Preferred Neiman Marcus Customers”


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but do are not credit card holders will receive a mailer containing 10% off their Elizabeth and James purchase.

Clearance Phase Objective – To continue steady flow of sales. Strategy – Show off competitive prices Tactic – A final direct to consumer email will be sent out to Neiman Marcus and Elizabeth and James customers. This email will include information about products going on sale. This will show off Elizabeth and James competitive price comparison to other brands sold by Neiman Marcus. This information will also be relayed to Neiman Marcus employees. Associates/specialists will then make customers aware of competitive prices and emphasize again the long standing quality Elizabeth and James has to offer. Control Method –Customers who carry a Neiman Marcus credit card and are considered “Preferred Neiman Marcus Customers” will receive a mailer containing 20% off Elizabeth and James purchase. Other customers who are considered “Preferred Neiman Marcus Customers” but do are not credit card holders will receive a mailer containing 15% off their Elizabeth and James purchase.

Execution Team Phase

Strategy

Tactics

Person Responsible

Intro

Promote unique assortment mix to exclusively to Neiman Marcus customers

Launch event at select stores, Invitations to customers

Marketing Manager, Product Development $600Manager $1000

Feb. 15

Direct to customer emails and mailers

Marketing Manager, Product Development $300Manager $500

Mar. 8

Direct to customer emails and mailers

Marketing Manager, Product Development $300Manager $500

Mar. 29

Emphasize long Maintance standing quality

Clearance

Show off competitive prices

$ Budget

Completion Date


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Marketing Budget Style #

Description

1A51181

Chest Strap Backpack

1A52281

Oversized Messanger Bag

1A53281

Wristlette

1A54181

Wallet

1A55181

Tote Bag

1A56181

Duffle

1A57281

Clutch

1A57181

Cellphone Crossbody Clutch

1A58281

Crossbody Laptop Bag

1A59181

Circular Backpack

Total

Wholesale $ 3,900.00 $ 4,800.00 $ 5,400.00 $ 3,800.00 $ 7,040.00 $ 4,440.00 $ 3,600.00 $ 5,100.00 $ 5,280.00 $ 4,620.00

$47,980.00

Stores x Wholesale = 3 x 47,980

$ 143,940.00

(3 x 47,980) Percentage for Marketing, 10%

$ (143,940 x 10%) 14,394.00 Sales to Budget Allocation Phase one, 30% $ (14,394 / 30%) 47,980.00 Phase 2, 50% $ (14,394 / 50%) 28,788.00 Phase 3, 20% $ (14,394 / 20%) 71,970.00


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Press Kit Press Release Purpose: I am writing to inform both Elizabeth and James and Neiman Marcus customers about the new extension to Elizabeth and James purses and handbags.

Audience: The audience for this product is for girls, ages 13-17, whose parents or guardians have a household income of $300,000, and have a classic look. Event will be featured in Neiman Marcus’s in store catalog as well as their website. Those are subscribed to Neiman Marcus newsletters will also receive a press release about the event.

Who is going to read this? Both the audience intended as well as their parents or guardians who enjoy reading magazines, people who follow and enjoy Elizabeth and James as well as Neiman Marcus. Those who visit the Neiman Marcus website and are subscribed to their newsletters will read this about the event.

What is my relationship to the reader? I have no immediate relation to the reader, aside from providing information to get people to come and support the event.

Format: The best way to send out information is via press release.

Results: 1. For readers to know what and who the event is for. 2. For readers to know where the event is taking place and attend it. 3. For readers to bring their own guests.

What actions do I want to result from this communication? I want people to attend the event and support the exclusive extension to the Elizabeth and James offered at Neiman Marcus. I also want those attending to have a fun, amazing experience they will always remember


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Contact Information: Elizabeth and James 1384 Broadway New York, NY 10018 646.358.3888 ElizabethandJames.us

FOR IMMEDIATE RELEASE: Saturday, February 7, 2015

“Neiman Marcus Presents: New and Exclusive Elizabeth and James Purses and Handbags” New York, NY, February 8, 2015 – Elizabeth and James will be launching a new line of hand bags and purses for teens exclusively at three Neiman Marcus locations; New York Midtown location, Chicago, Michigan Ave. location, and at the Dallas flagship store. Come and join in on an evening of runway fun with your friends and get a first look at the brand new line of hand bags and purses by Elizabeth and James. Each item has its own personality for every classic girl! The party starts at 4:00 pm on February 15, 2015 and will include appetizers, non-alcoholic drinks, and a runway show to introduce everyone to the new line! For additional information, contact us at ElizabethandJames.us or visit NeimanMarcus.com.


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Press Kit Designer Biography Ashley and Mary-Kate Olsen are the visionaries, creators, and founders of Elizabeth and James. The twins were born on June 13, 1986 and got their start as actors on the television series Full House in 1987 at 9 months old and were on the show until its end in 1995. During this time through the early 2000’s the twins also made movies such as Double, Double, Toil and Trouble and How the West Was Fun. Later in the fall of 2004 both Mary-Kate and Ashley Olsen enrolled at New York University. While attending school they continued to work on their fashion lines including The Row. Today the two are retired from acting and continue to place their focus on their fashion careers.


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Press Kit Press


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Press Kit Press


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Bibliography 

http://www.elizabethandjames.us/

http://www.imdb.com/name/nm0001581/?ref_=nv_sr_2

http://www.wwd.com.emils.lib.colum.edu/runway/spring-ready-to-wear2014/review/elizabeth-and-james?src=search_links

http://www.style.com/fashionshows/review/2014RST-ELIZJAMES

Elizabeth and James Leather Purses and Handbags Spring/Summer 2015  

Mock line extension for Elizabeth and James for Merchandising: Concept to Consumer course at Columbia College Chicago.

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