Sarah G Anderson Fall 2017
TABLE OF CONTENTS // 1 EXECUTIVE SUMMARY 2 MISSION STATEMENT 3 VISION/SOCIAL RESPONSIBILITY 4 CUSTOMER PROFILE 5 CUSTOMER NARRATIVE 6 INSPIRATION 7 BRAND EXTENTION RATIONALE 8 GROUP OVERVIEW 9 STYLE NUMBER TEMPLATE 10 MASTER PAGE 11 – 20 COST SHEETS 21 BRAND IDENTITY 22 RETAIL PARTNER 23 PRODUCTION CALENDAR 24 PURCHASE ORDER 25 INVOICE 26 SEASONAL SALES PROJECTION 27 SALES PROJECTION MASTER PAGE 28 FLOOR PLAN 29 – 31 MARKETING PLAN 32 PRESS RELEASE 33 RECENT PRESS 34 DESIGNER BIOGRAPHY 35 PERSONAL BIOGRAPHY 36 – 37 LINE SHEETS 38 BIBLIOGRAPHY
MISSION // To mold juxtaposition and contrast into designs that speak to peoplesâ€™ lives.
VISION // In 2017, Rick Owens’s diffusion line “Ricky” will introduce edgy design and innovation to the clothing of the moderate market, and will become the go-to, coveted brand for the modern day workingwoman with the desire for cutting-edge apparel. SOCIAL RESPONSIBILITY // www.fashionfightspoverty.org Rick Owens stands behind the principles of fair trade, equitable compensation, and the use of environmentally sustainable materials. In partnership with FFP, he is employing ethical means and practices in the design and manufacturing process. Rick’s products will promote economic development and the betterment of the community.
CUSTOMER PROFILE //
Geographic Segmentation Region East City Size 100,000 + Population Density Urban Climate Temperate Demographic Segmentation
Age 35-45 Gender Female Household Size 3 or more Persons Income Over $40,000 Occupation Professional/Other Education College Graduate/Other Sociocultural Segmentation Culture American Social Class Middle-Upper Class Marital Status Married/Single Psychographics Achievers Cognitive Segmentation Degree of Knowledge Expert Benefits Sought Economy/Prestige Attitude Neutral Behavioral Segmentation
Brand Loyalty Divided Store Loyalty Divided Payment Method Credit Card Media Usage Internet Usage Situation Work & Home
CUSTOMER NARRATIVE // Vivianne awoke to the sun shining through her window onto her matching satin pajama set,
warming her skin. It was dawn, and the sun was just creeping up among the buildings, illuminating the city from behind. For a moment, she enjoyed the silence, then promptly straightened her bed sheets, gave the plants a quick water, and headed to her hair and makeup room to prepare for the day.
After a cup of hot lemon green tea and a quick glance over her emails, Vivianne slipped into her black pumps
and grabbed her work bag from the hallway table on which it always sits in its exact place. Traffic was heavy, as usual, but Vivianne had planned accordingly, and still had time to pick up her dry cleaning before work. Upon her arrival her second cup of tea was already waiting: she would be needing the caffeine to get through the number of meetings she had in her planner for the day.
She was more than ready when it came time for drinks after work with her husband and another couple they
frequently went out with. Work had really strained her today, and after 15 years she was questioning in her mind the worth of this position, considering the stress. She shook her head and came back to reality: she cares about nothing more in the world than that job.
It was late when they arrived home, but Vivianne wanted to spend a few hours in her home office to work on another idea she had. She followed up by clicking through her favorite fashion blogs, and giving her cat Max a few snuggles before heading for a bath. Before crawling back into her satin sheets, Vivianne assured that everything was ready for the following day: her outfit laid out, bag packed, and nothing out of its place
BRAND EXTENSION RATIONALE //
Rick Owens aims to fill the void of innovation and edginess in the moderate market with his line of affordable clothing that takes no compromise in design.
9 STYLE NUMBER TEMPLATE Digit 1: Year 1: 2017 2: 2018 3: 2019 4: 2020 5: 2021 Digit 2: Season 1: Spring 2: Summer 3: Transition 4: Fall 5: Winter 6: Resort Digit 3 & 4: Product Classification 1 Jacket 0 Bomber 3 Bottom 1 Trench 0 Pant 2 Biker 1 Skirt
2 Top 0 Long Sleeve 1 Short Sleeve 2 Tank
4 Dress 0 Midi 1 Mini
Digit 5: Fabric 1: Super 120 Merino Wool Suiting 2: Lamb Leather 3: Satin Faced Silk Crepe 4: Rag&Bone Wool Jersey 5: Italian Wool Boucle 6: Italian Blended Wool Knit Digit 6: Color 1: Dust 2: Smoke 3: Onyx
Bondage Tank 142262
Ink Bomber 141031
Sling Dress 144133
Raven Turtleneck 142061 142063
Shiver Pant 143013
DISTINCT CHARACTERISTICS //
RICKY by Rick Owens is alike no other brand in your department store. The styles are simplistic yet innovative. The neutrals are eyecatching and sleek. The fabric is exquisite for the price, and the construction quality is excellent. These are pieces that your wardrobe cannot exist without, and that you will continue to love year after year. RICKY is the edge the moderate market was yearning for.
• • •
BRAND IDENTITY // Gothic Crypt Chic Edgy
• • •
SELLING APPEAL Color Scheme Quality Simplistic Design
RETAIL PARTNER // 9 Locations • • • • • • • • •
LA - The Grove San Diego - Fashion Valley San Francisco – S.F. Centre Chicago – Michigan Ave New York City – Union Square Houston – Galleria Miami – Dadeland Mall Tampa – International Plaza Washington District of Columbia – D.C. Downtown
August 2016 • Consumer Research • Market Analysis • Product/Niche September 2016 • Mood Board • Idea/Design Generation • Sketches • Assortment Planning October 2016 • Sample Fabrics • Product Development • Draping/1st Sample • Fit Session • Editing • 2 Sample/Final November 2016 • Line Editing • Cost Sheets • Marketing Concept December 2016 • Buyer List • Retail Partnership
January 2017 • Promotion • Photo Shoots • Line Sheets • Purchase Sheets Feb/Mar/Apr 2017 • Fashion market • Selling/Tradeshows • Regional Markets • Identifying Best/Worst Sellers • Order Production Fabrics • Line Editing May 2017 • Production (cut/make/trim) • Order Confirmations June 2017 • Quality Control/Assurance July 2017 • Shipping (pack/sort) August 2017 • Product is in stores
2016/17 // PRODUCTION CALENDAR
$20,673 $41,550 $18,606
TOTAL RETAIL MARKETING BUDGET
232 TOTAL WHOLESALE
NORDSTROM CHICAGO//MICHIGAN AVE.PURCHASE ORDER
INVOICE INVOICE # DATE: APRIL 3, 2017 TO:
Blake Nordstrom Nordstrom, Inc. 1617 6 th Ave. Seattle, WA 98101
Nordstrom The Shops at North Bridge 520 N Michigan Ave. Chicago Il 60611 (312)327-2300
COMMENTS OR SPECIAL INSTRUCTIONS:
SALES TAX SHIPPING & HANDLING TOTAL DUE
Make all checks payable to RICKY by Rick Owens Payment is due within 30 days. If you have any questions concerning this invoice, contact 779-348-3121
NORDSTROM CHICAGO//MICHIGAN AVE. FALL 2017 SALES PROJECTION
Tops Bottoms Dresses Outerwear
61 34 26 111
24 14 10 50
37 20 16 61
Tops Bottoms Dresses Outerwear
37 20 16 61
25 14 11 36
12 6 5 25
Tops Bottoms Dresses Outerwear
12 6 5 25
12 6 5 25
0 0 0 0
INTRODUCTION - 3 WEEKS
MAINTENANCE- 5 WEEKS
CLEARANCE - 2 WEEKS
SALES PROJECTION // MASTER PAGE 1 INTRODUCTORY Beginning on hand Sales Ending on hand
42% 232 Units 98 Units 134 Units
2 MAINTENANCE Beginning on hand Sales Ending on hand
37% 134 Units 86 Units 48 Units
3 CLEARANCE (40% OFF) Beginning on hand Sales Ending on hand
21% 48 Units 48 Units 0 Units
W a l k w a y
W a l k w a y
NORDSTROM CHICAGO // FLOOR PLAN
MARKETING PLAN // INTRODUCTORY PHASE
50% of Marketing Budget // $9,302.85 Objective To raise awareness and create anticipation for the launch of Rick Owen’s brand extension RICKY Strategy Nordstrom will hold an exclusive RICKY preview party, and advertise the brand’s clothing and launch date on social media. Tactic Two weeks prior to the line’s release date to the public, Nordstrom in Chicago, IL, is holding an invitation only RICKY preview party. Local celebs, internet personalities, and fashion bloggers will be invited to this party to try on the collection and place their orders before the line goes live to the public online and in stores, while enjoying Champagne and a live local DJ. Social Media photographers will be present at the event to share pictures and videos to Rick Owen’s online accounts as a way to give the public a sneak peak of the collection, and their favorite local celebrities wearing them. It is encouraged that the attendees share their photos and experience with their social media outlets in order to spread the word of our collection and launch date. Control Method Guests who place an order will receive 1 of 200 exclusive RICKY tote bags, and will experience the opportunity to place orders before the launch of the line.
30 MARKETING PLAN // MAINTENANCE PHASE
20% of Marketing Budget // $3,721.14 Objective To encourage repeat customers through brand loyalty, and reach out to those who have not yet tried our collection Strategy An Instagram contest will be held to encourage customers to share our product and continue to spread awareness while interacting with the brand. Tactic Rick Owenâ€™s Instagram will create a post including all the information regarding the giveaway: followers need to post a picture of themselves wearing a piece from the RICKY collection and use the hashtag #rickybyrickowens to be entered into the contest. Control Method One winner will be chosen to win the contest and will be featured on Rick Owensâ€™ Instagram page. They will be sent a pair of Rick Owens sneakers as their prize.
MARKETING PLAN // CLEARANCE PHASE
30% of Marketing Budget // $5,581.71 Objective To eliminate any remainders in our collection that has not yet been sold in stores and online Strategy The remaining items of the collection will be put on sale, and a portion of the proceeds of any clearance item will go to our social responsibility partnership organization Fashion Fights Poverty. Tactic The collection will be lowered to 20% off the original price, and 15% of those sales will be donated to Fashion Fights Poverty. This sale will be advertised on social media, on in-store signage, and by Nordstrom representatives. Control Method Customers will be excited to purchase the collection at a discounted price, and will feel good about a portion of their purchase going to charity.
32 For Immediate Release 7/31/17
RICKY BY RICK OWENS COLLECTION LAUNCH DATE ANNOUNCED CHICAGO NORDSTROM HOLDS INVITE-ONLY PRELAUNCH ORDERING PARTY
CHICAGO – July 31, 2017 – Rick Owen’s website (rickowens.eu) has finally published a release date for his upcoming fall, women’s diffusion line RICKY, which will be available exclusively in nine Nordstrom locations nationwide, and at Nordstrom.com, on Friday, August 25, 2017. The brand is hosting a prelaunch party for local celebrities and fashion bloggers to have a first look at the ten pieces on Saturday, August 19.
can expect to get our first glimpse of the collection on social media platforms preceding the event. A brief passage on Owen’s website describes this new collection as everything you could expect from Rick Owens, at a moderate price range.
collection consists of classic Rick Owens staples, which he believes every woman needs in her wardrobe.
Owens “hopes to fill the void of innovation and
edginess in the moderate market, while taking no sacrifice in design”.
collection ranges from $70 to $300, and in a true Rick Owen’s fashion, consists of only three colors: black, and two shades of grey. Rick Owens created this collection in partnership with the organization Fashion Fights Poverty.
Owens has expressed his support of fair trade,
equitable compensation, and the use of environmentally sustainable materials, and has employed these values into the creation and production of his line.
To find RICKY in an upcoming Nordstrom near you, visit: Nordstrom.com or rickowens.eu Sarah Anderson // (779)348-3121 // email@example.com
33 Rick Owens thinks the see-now-buy-now trend makes designers look "too desperate" to please people. The fashion designer is a regular on the runway, most recently presenting a stripped back, simple fall 16 line in Paris at the beginning of the year (16). Many designers have decided to make their new pieces available to the public straight away, with some even allowing guests on their front row to purchase items as they came out onto the catwalk. That idea has no appeal to the 53year-old though, who prefers the slower pace of style. "Right. Shop it off the runway. I am sure that there is something logical there, but I wonder if there's an alternative to that, because there is something about being too desperate to please," he mused to Interview magazine. "I think this is a fast-fashion thing that H&M and all of those people already kind of rule, and they do it so wonderfully. I don't know if we need to compete with that. Maybe we need to become even slower and less available, which is kind of ironic coming from me, selling stuff all over the Internet. It sounds a little hypocritical coming from me, but I don't know if I want stuff to be accessible right away, because then that makes it just too disposable." Despite being a big name in the industry, Rick remains a rather illusive figure. Aside from his clothes, and the occasion bold runway statement, the designer is rarely in the spotlight and doesn't feel the need to "engage" in the advertising and editorial side. "I suppose I could have engaged more personally, but I just never did," he shrugged. "It kind of worked out for the best because any kind of success doesn't really hinge on me being that visible. Like, I don't have to actually be there when a store opens. I don't have to present my collections to editors and buyers and explain it to anybody, so that's kind of great."
34 Richard Saturnino Owens ,
better know as Rick Owens, has turned his darkly glamorous postapocalyptic take on gothic grunge (a highlight of the Paris ready-to-wear schedule) into a respectably sized business, built largely around his signature leather jackets. In addition to his main line, Owens has a furniture line and creates collections for Revillon and his diffusion line DRKSHDW. Having dropped out of Otis College of Art and Design, Owens took a course in pattern cutting at Los Angeles’ Trade Technical College. A scarcity of work led to Owens accepting a position cutting patterns for illegal copies of designer clothing. In 1994 he began his own label, selling exclusively to Charles Gallay, one of LA’s hippest and most directional retailers. In 2001 the designer sought international expansion and agreed a distribution deal with Eo Bocci Associati; as a consequence the designer’s production relocated to Italy. Owens broke into the highest echelons of the industry following French Vogue’s publication of an image of Kate Moss wearing one of his now famous leather jackets. Owens was able to utilise the momentum, with assistance from Anna Wintour and American Vogue, which sponsored his first show at New York Fashion Week’s Spring Summer 2002 season. He also began his longstanding collaboration with stylist Panos Yiapanis in 2001; to date Yiapanis has worked on every single one of Owens’ spectacular presentations. In 2002, Owens was appointed artistic director at Revillon, the French fur company that was founded in 1723. In 2002 Owens won the Council of Fashion Designers of America Perry Ellis Emerging Talent Award. In 2007 he was awarded a Cooper-Hewitt National Design Award and the Fashion Group International's Rule Breaking Award. Working and producing in Europe led him to move from Los Angeles to Paris, and show during the Paris collections. Owens is married to Michèle Lamy, his muse and business partner. The pair have lived in Paris since 2003.
35 Sarah G Anderson From a small farm town of 3,000 people, Sarah came to Chicago after graduating High School in order to pursue life long dreams of a career in the fashion industry. She attends Columbia College and anticipates graduation with a Bachelor of Arts degree in Fashion Business in 2018. Sarah spends her days working part time as a sales associate at Urban Outfitters, and creating video content for her fashion/beauty/lifestyle channel on youtube.com. She hopes to pursue a management or retail-buying career in her future, and to continue to grow her social media fan base.
RICKY by Rick Owens Fall 2017 Delivery August 30, 2017 Night Jacket Available Sizes: 2-12 Style No. 141223, 141222 Colors: Onyx, Dust Fabric: Lamb Leather with Polyester Lining Retail $260
Ink Bomber Available Sizes: 2-12 Style No. 141031, 141033 Colors: Onyx, Dust Fabric: Satin Faced Silk Crepe Retail $160
Phantom Top Available Sizes: 2-12 Style No. 142152 Colors: Dust Fabric: Italian Wool Boucle Retail $100
Raven Turtleneck Available Sizes: XXS - XL Style No. 142061, 142063 Colors Onyx, Smoke Fabric: Italian Castlerock Blended Wool Knit Retail $100
Bondage Tank Available Sizes: XXS - XL Style No. 142262 Colors: Smoke Fabric: Italian Castlerock Blended Wool Knit Retail $70
37 RICKY by Rick Owens Fall 2017 Delivery August 30, 2017 Sling Dress Available Sizes: 2-12 Style No. 144133 Colors: Onyx Fabric: Satin Faced Silk Crepe and Silk Georgette Retail $230
Ghoul Sweater Available Sizes: XXS - XL Style No. 145043 Colors: Onyx Fabric: Wool Jersey Retail $160
Shadow Trench Available Sizes: 2 - 12 Style No. 141111, 141113 Colors Onyx, Dust Fabric: Super 120 Merino Wool Suiting Retail $305
Shiver Pant Available Sizes: 2 - 12 Style No. 143013 Colors: Onyx Fabric: Super 120 Merino Wool Suiting Retail $176
Dusk Skirt Available Sizes: XXS - XL Style No. 143152 Colors: Smoke, Onyx Fabric: Italian Wool Boucle Retail $152
Bibliography "Rick Owens | #BoF500 | The Business of Fashion." The Business of Fashion. N.p., n.d. Web. 10 May 2016.
"Rick Owens Not Convinced by See-now-buy-now." Sunday World Site. N.p., n.d. Web. 10 May 2016.