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   By: Qapre Golden

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Table of Contents 

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Mission Statement Customer Profile Demographics Style Numbering System Cost Sheet #1. Cost Sheet #2 Cost Sheet #3 Cost Sheet #4 Cost Sheet #5 Cost Sheet #6 Cost Sheet #7 Line sheet #1 Line Sheet #2 Line Sheet #3 Line Sheet #4

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Table Of Contents  ‣PG.16 ‣PG.17 ‣PG.18 ‣PG.19 ‣PG.20 ‣PG.21 ‣PG.22 ‣PG.23 ‣PG.24 ‣PG.25 ‣PG.26 ‣PG.27 ‣PG.28 ‣PG.29 ‣PG.30-32

Inspiration Board Philosophy(Selling Appeal &Geographic Location) Development Calendar Unit Distribution Plan Key Code Floor Plan Floor Plan: Introductory Phase Floor Plan: Maintenance Phase Floor Plan: Closing Out Phase Sell Thru in Units Store Visual Fixtures Store Visual Fixtures Promotional Plan Budget Calendar of Events PRESS KIT(Press Release, Bio, and Collection Ad) 3


Mission Statement ď‚–

Our Mission is to provide Men’s Clothing of Refinement and sophistication that embodies the Dandyism culture with a mix of Street W ear Influences.

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Customer Profile “A Day In the Life of A Dandy Man”

Paul is a 26 year old working professional. He’s single and lives in Chicago among the Hyde Park Neighborhood. Fashion for him is a lifestyle. He likes to dress comfortable but also as a presentable gentleman. Paul is a music engineer/ producer. His versatility in music includes jazz, hip-hop, and Soul. He also enjoys fashion and the arts/cultures makes him the perfect Dandy man. He’s inspired by the culture of Dandyism which reflects from his personal style. His Fashion has a refined look but living in the city he’s also inspired street wear. After a long day, Paul enjoys going to Hub 51 with friends for food and drinks. Paul is not on a limited income but he is somewhat price conscious. He prefers to buy pieces of quality but keeps his options open as well when paying full price. W hen he's not shopping at Dandy ST. Paul enjoys All Saints, Thrift stores, Ralph, J Crew, and Zara. 5


Demographics ď‚–

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7


9


Unit Distribution

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Dandy ST. Fall 2014

 Selling Appeal and Distinctive Characteristics: Our selling appeal comes from the lifestyle of Dandyism that roots from the concept of the ultimate gentleman. Our customer enjoys pulling street influences that allows him to be in comfort wear but quality and sophistication are important to him also. Distinctive characteristics would be 1800’ references in dress(long coat tails and clean lines) and references to street wear (joggers and harem pants) Color is also a distinctive characteristic as the color palette is of warmth but bold colors that our customer are not afraid of. Also the use of Patterns add liveliness to the brand and can be used for reference to dandyism or street wear.  Geographic Location: Dandy ST. will be merchandised as a store within a store. Bloomingdales 900 N Michigan Chicago Il and Bloomingdales 59th St New York and Trunk Club Chicago Il as they are a styling company for Men Dandy ST. will be able to introduce our Fall line within their new wardrobes. 

Selling Period: August -November

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Key Code Sheet

ď‚– Style #

Description

Fixture key

Fixture

Total # of units

Furniture Fixture Zone D

1A315C2

Blazer

70

FFD, TSD

FFD

1A118B1

Button Down Collar Shirt

96

CTF, WSB

TSF

T-Stand Zone F

1A123A1

Bib Shirt

93

TSD, TSF

4WA

4-way Zone A

4WA

HRC

Half rounder Zone C

HRC

WSB

Wall Shelving Zone B

T

FFB

FURNITURE FIXTURE ZONE B

TSD

T-Stand Zone D

M

Mannequin

T

Table

CTF

custom Table Fixture

135

1A223A5

Trouser

1A215A5

Harem Pant (1 leg Folded)

1A416D5

Pocket Square

1A321C1

Outerwear Vest Total

155 30 41

620 Units

CTF

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Promotional Plan Objective: Our marketing objective for Dandy ST. is to establish a personal connection with our customers that creates a community atmosphere and promotes brand awareness. Strategy #1 : Creating an online web presence that promotes the employees and the Dandy ST. brand. Tactic #1: Using Instagram, Pinterest as a promotional styling tool that will allow employees to display their personal outfit selections. They will also post things of reference to the store (visual merchandising, style tips, employee creative interest (art, music) and promotional contests) Also a company’s Spotify playlist account. This will allow the employees to guide the sites and contribute things that matter to them. Evaluation: This tactic will be evaluated by keeping track of the number of followers gained through each site. Also monitoring how employees personal sales and clientele have increased due to their online presence. Strategy #2: Dandy ST. will host a networking/shopping event called “A Swell Night” Tactic #2:The event will be an after work event for customers to come and network with one another and shop the new fall pieces. Evaluation #2: This event will be evaluated by the number of guest taken in account at the event. Also a survey via email that notes the number of connections received due to the event. Strategy #3 Online Newsletter Tactic #3 Create an monthly online newsletter for “exclusive members.” The online newsletter will feature new clothing items in the store with a special coupon. History facts of Dandysim and things in relation to chicago that deals with events, food, or the arts. Evaluation #3 Evaluated by the number of people that register for the newsletter.

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Budget  Tactic #1

Establishing

social media presence  Pintrest, IG, and Blog Account ($0)  Spotify Account ($10)  Professional Photographer that takes the in store pictures ($300)

Tactic # 2 “A Swell Night Event”  Venue ($600) ( Simones Bar 960 W 18th St. Chicago IL) SPONSORED BY HENNESY BLACK  Spotify Account Playlist ($10)  Invite Design ($50)  Name Tags ($25)

Tactic #3 Online Newsletter  

Graphic designer ($400) Emailed to exclusive members (subscription costs $9.99 monthly) Total Budget Cost: $1385 15


Calendar Of Events September “A Swell Night”

Sun

Mon

Brainstorm venue

1

7

8

Tue

2

Wed

Fri

Thur

Sat

3

4

5

6

10

11

12

13 Promote

Book Venue

9

within store about event.

14

15

16

17

Have employee Playlist established for Spotify

21

22

23

24 Social media reminder

28

29

30

18

19

Use Social media for Customer invite(IG, Pintrest)

Send/Complet e Press Release for Event

25

26

20

27

“A Swell Night” 5:30pm-10pm 16


Merchandise Management  

Merchandise planning- Business to Consumer

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