Tori Butera Portfolio

TORI

E. B U T E R A PORTFOLIO & CV

KENT STATE UNIVERSITY THE COLLEGE OF ARCHITECTURE AND ENVIRNOMENTAL DESIGN MASTERS OF ARCHITECTURE (M. ARCH) PROGRAM APPLICATION 2020

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TABLE OF CONTENTS 4. About Me 6. Buckle, Inc. Autumn/ Winter Proposal- Senior Capstone 10. Quantitative Assessment of Consumer Resonance With Respect to Responsibly- Sourced Cotton Initiatives 16. UGG Marketing Campaign Proposal Spring 2020 22. Life In Colour Athleisure 28. Vignette Volume 7

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My name is Tori, I am currently a Merchandise Assistant at Party City. I enjoy traveling and exploring each new city, learning about its people, food, art, and architecture. These travels have inspired me to pursue a career as a Licensed Architect.

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TORI EDUCATION

E. B U T E R A tbutera1@kent.edu 440.346.6288

The Fashion School, Kent State University Bachelors of Science in Fashion Merchandising, May 2019 Minors in Fashion Publishing & Marketing GPA: 3.7

EXPERIENCE

Party City, Rockaway, New Jersey Merchandising Assistant- Candy & Bakeware A Bit of Skirt, Willoughby, Ohio Sales Associate Ross Stores, Inc., New York, New York Assistant Buyer Intern- Missy’s Panties & Daywear 2 Chicks In the Backroom, New York, New York Social Media Intern & Studio Assistant

INVOLVEMENT

September 2019- Present November 2016- September 2019 June 2018- August 2018 January 2018- May 2018

Delta Zeta Sorority, Gamma Kappa Chapter, Kent State University Fashion Student Organization, Kent State University National Retail Federation Student Association National Society of Colligate Scholars, Kent State University

SKILLS

INTERPERSONAL

Communication & Public Speaking Eye For Detail Strategic Thinker Team-Player

MERCHANDISING

Analytic Buying Technique Competitive Analysis Product Development Trend Forecasting Visual Display

2016- 2019 2016- 2019 2017- 2019 2016- 2019

TECHNICAL

Adobe Creative Cloud Microsoft Office Shopify Application Software

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Senior Capstone Autumn/ Winter 2019 Company Profile Buckle, Inc. (BKE), an apparel retailer, is a publicly held company headquartered in Kearney, Nebraska (The Buckle, Inc. 2018a). The brand offers three key categories for both men and women: apparel, accessories, and footwear. In 2017 denim generated about 40% of sales, making this sub-category a significant component to its merchandising plan. The company's marketing and merchandising strategy are designed to foster customer loyalty by offering a broad selection of key brand name and private label merchandise while providing a range of in-store value-adding services such as tailoring. The company has struggled since 2015 to grow its business; Buckle’s net income has decreased by 39% since 2015 when the company earned $147.3 million (The Buckle, Inc. Annual Report 2017a; The Buckle, Inc. Annual Report 2015).

Target Market

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Currently, Buckle caters to ages 15 to 30 year-olds, this market is too broad to offer a cohesive and fashion-forward merchandising line (The Buckle, Inc. Annual Report 2017b). Narrowing the target market to millennials ages 20 to 30 years-old is the best decision for the company.

Similar brands such as Abercrombie & Fitch have seen success narrowing its target market in order to cater to the more “adult” millennial (Lutz, 2015).

This narrowed market we plan to target is more finically stable with a higher level of spend ability. 58% of millennials have stated that they “love to shop” (10 Facts About Millennials That Every Retailer Should Know). Millennials spend about $600 billion a year on apparel (Kestenborn, 2017). Dropping Gen Z, ages 15-19 years old, from the original target market will be beneficial to the company due to the fact that the younger generation lacks brand loyalty and is always looking for something better (Petterson, 2014). This narrowed target market is more sophisticated but still trend-driven, looking for unique pieces while staying loyal to their favorite brands. These customers are able to purchase garments wearable for work and casual settings; currently, they are shopping at retailers such as Guess, Express, and Urban Outfitters for their garments. By narrowing the target market the merchandise produced will carter to the need of this consumer, offering a one-stop shop for their needs for work and casual attire.

Senior Capstone Autumn/ Winter 2019

Key Items

Trend Forecasting Based on Doneger's forecasted trend, Province, this collection will utilize craftsmanship and rustic styles with various silhouettes (Doneger 2018a). Utilizing this trend, a fresh and updated assortment will be created while keeping true to Buckle, Inc.’s current styling and brand identity. Donger and WGSN forecast offer very similar trends with key pieces that include one piece (shift dresses and overalls), wide-leg bottoms, and oversized layering pieces (jackets and sweaters).

These pieces will transition well from autumn to winter for the customer while becoming core pieces in her wardrobe. These key items were chosen because of the versatility they offer to the consumer, being both sophisticated and trend-driven for the millennial shopper. The Buckle is updating its collection for Autumn/ Winter (A/W) 2019 while staying true to its brand identity.

For November 2019, the Open-to-Buy budget was allocated among three categories: Tops (30%), Bottoms (45%), and Jacket & Outerwear (25%). This distribution reflects both Buckle's current offering and the forecasting trends for 2019 with a feature on bottoms as a key silhouette (WGSN 2017a). This style distribution will offer the Millennial shopper clothing for every occasion, from work and casual.

The sizing offered has been adjusted to fit the narrowed target market. Offering XS, S, M, L, XL for all tops, and Jackets & Outerwear. To reflect the smaller size range, the alpha size distribution (10% XS, 27% S, 31% M, 23% L, 10% XL) has been adjusted to reflect the changing size of the average women. All bottoms will be offered in 0, 1, 3, 5, 7, 9, 11, 13. Just as the alpha sizing has been adjusted to reflect the average size of the American women so have the numeric sizes(7%0, 7% 1, 13%3, 13%5, 19%7, 19%9, 13% II, 7% 13) (Bubnis 2017).

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Senior Capstone Autumn/ Winter 2019 Color, Print & Fabrication The ratio distribution of the selected colors and prints has been created with the use of forecast from Doneger, WGSN, and Pantone. Camel is the most prevalent color, as it will be a staple in our customer's wardrobe, followed by natural, milky colors of red (Brick) and green (Foliage). The colors of denim are closely distributed (Light wash, Mid-wash, Dark wash) based on this fabric being used for staple pieces. The print direction is inspired by artisan crafts and craftsmanship, with a simple and sophisticated style our consumer can use for any occasions (Doneger 2018b). The color and print swatches below represent those chosen for the A/W 2019 assortment; the distribution ratio of each color and print is included in the upper right corner.

Fabrics were selected based on forecasts from Doneger and WGSN. The chosen fabrics incorporate more wovens than seen in previous seasons, this trend is seen through the use of denim, twill, and canvas linen. This collection will continue to use simple knits such as interlock and rib, as well as some specialty fabrics such as faux leather (Boddy, J., Tebbutt, L., W. 2018). These fabrics are both on-trend and similar to the fabrics Buckle, Inc. used in its past collections; staying true to brand identity while offering a fresh, updated look for the narrowed market.

Color

14%

Brick

8% Apricot

Pattern 27% Patchwork

11% Powder Sky

Foliage

Denim 31% LightWash

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20%

39% MidWash

Dark Roast

DarkWash

20% Birk

29% Camel

30%

29% Shadow Stamp

5%

24% Checkers

Senior Capstone Autumn/ Winter 2019

Pricing & Purchase Order Buckle has planned $63,500 in sales for A/W 2019, August to January, at its Austin, Texas retail location. In the month of November, the assured dollars for retail purchases total $20,549, a total of 361 pieces were purchased for a total retail of $20,526, leaving only a $23 open-to-buy surplus for Buckle's Austin, Texas store. A 60% profit margin was achieved with this buy, with a total cost of $8,215. The retail prices were chosen based upon the comparison of similar products and labels in Buckle's existing line. Products range in price starting at $36.95 sweaters and ending at $99.95 faux leather jackets.

The past five years Buckle has struggled to create revenue. Through research, it has been determined that a major factor involved in this problem is its current target market is too broad. This project's goal is to analyze the current state of the market and to depict value and potential advantages the Buckle can achieve with a narrowed target market of 20 to 30 years old. This project reports style, fabric, print, and color trends that will have a significant impact on Buckle’s customer.

Forecasted trends, styling influenced by Buckle's brand offering, and projecting profitability are detailed in this report.

References Boddy, J., Tebbutt, L., & W. (2018, February 14). Women's & Young Women's Forecasted A/W 19/20: Purpose Full. Retrieved October 1, 2018, from https://www.wgsn.com/content/board_viewer/#/76911/page/1 Buckle, Inc. (2018). Retrieved from https://www.buckle.com/ Buckle (thebuckle). (n.d.). Retrieved November 29, 2018, from https://www.pinterest.com/thebuckle/ Doneger. (2018). Provenance Fall/ Winter 2019. Retrieved October 1, 2018, from https://www.doneger.com/dcs/Inspiration/fw19/Provenance.html Kestenbaum, R. (2017, June 14). This Is How Millennials Shop. Retrieved September 20, 2018, from https://www.forbes.com/sites/richardkestenbaum/2017/06/14/this-is-howmillennials-shop/#34d2682c244c Pantone. (n.d.). PANTONEVIEW Colour Planner Autumn/Winter 2019/20.

Retrieved October 1, 2018, from https://www.pantone.com/products/fashionhome-interiors/pantoneview-colour-planner-autumn-winter-2019-2020 Stormezand, M. (2018, August 16). Trend seminar: These are the four biggest trends for Autumn/Winter 2019/2020. Retrieved October 1, 2018, from https://fashionunited.com/news/fashion/trend-seminar-these-are-the-fourbiggest-trends-for-autumn-winter-2019-2020/2018052521407 WGSN. (2017, November 02). The Vision 2019: Part 2- Purpose Full.

Retrieved October 1, 2018, from https://www.wgsn.com/content/board_viewer/#/75266/page/1 10 Facts about Millennials That Every Retailer Should Know. (n.d.).

Retrieved September 20, 2018, from https://www.buxtonco.com/blog/10-facts-about-millennials-thatevery-retailer-should-know

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Quantitative Assessment of Consumer Resonance With Respect to Responsibly-Sourced Cotton Initiatives Andrew Shafer | Tori Butera | Mourad Krifa, PhD The Fashion School, Kent State University

ABSTRACT This research focuses on examining consumers’ awareness, perception, and resonance towards responsibly-sourced cotton initiatives across the demographic scope of fashion consumers. After relevant exploratory literature research, content analysis of online articles relating to sustainable sourcing was conducted, and a subsequent online survey administered. The data collected was then analyzed, giving rise to several conclusions. Consumers have moderate awareness of responsibly-sourced cotton initiatives, and this awareness ABSTRACT correlates with a positive notion of trust. Additionally, consumers are most sensitive to quality, price, and environmental impact (in that order). Lastly, there exist surprisingly few differences in priority and likelihood of purchasing between younger and older generational cohorts.

OBJECTIVES The primary goal of this research is to investigate levels of awareness & public perception of responsible cotton sourcing initiatives in order to determine those characteristics and qualities most resonant with consumers. Also of interest is potential generational variation in awareness, perception, and priority. From this research we aim to answer the following questions: • To what degree are consumers aware of responsible sourcing initiatives?

• Which characteristics are of greatest concern to consumers with respect to these initiatives (i.e. price, quality, environmental impact)?

• What, if any, differences exist among generational cohorts’ opinions regarding responsible cotton sourcing initiatives?

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Quantitative Assessment of Consumer Resonance With Respect to Responsibly-Sourced Cotton Initiatives Andrew Shafer | Tori Butera | Mourad Krifa, PhD The Fashion School, Kent State University

BACKGROUND/ LITERATURE This research was conducted to gain insight on consumer perspectives of responsibly-sourced cotton initiatives. This topic is important to understand as consumer’s preferences constantly change, affecting purchase decisions. The growing prominence of environmentalism has been observed across a range of industries, apparel included. As consumers increasingly desire responsibly-sourced clothing, it naturally follows that desire for organic cotton has also risen. Despite this, issues persist regarding consistent supplies & quantities of organic cotton (Truscott, Tan, Emberson, Lambert, & Gosai, 2017).

ABSTRACT Despite consumer willingness to pay for sustainable fashion, there exist practical challenges with implementing responsible sourcing (Ciasullo, Maione, Torre, & Troisi, 2017; Jung & Pamela, 2011). Growing prominence of fast fashion presents an issue; questions exist whether fast fashion customers consider sustainability major in purchase decisions (McNeill, & Moore, 2015). Additionally, it needs to be clarified whether responsible sourcing initiatives appeal to older demographic cohorts or if sustainable fashion is limited to Millennial and Gen Z groups (Hustvedt & Dickson 2011). Lastly, there exist a wide variety of sustainable sourcing strategies with inherent variation in consumer resonance and potential impact; strategies must be assessed to determine best-in-class solutions (Matthews & Rothenberg, 2017). Improperly addressing these challenges without nuance would increase likelihood of failure for a particular sourcing strategy. It is critical to understand and categorize the different types of consumers that shop sustainable; there are four main categories of consumer “loyalty to sustainability” and each have unique factors that vary in importance, such as price, comfort and quality (Jin 2016).

Lisa Mcneil and Rebecca Moore (2015) continued to expand upon analyzing the different types of consumers with the influence of fast fashion in the marketplace; this research analyzed the factor of price when when shopping sustainable, and discovered that those who shop sustainability are more concerned with high quality and unique garments. Further insight was garnered through research illuminated Kim & Hall (2015), who analyzed the importance of consumer acceptance of sustainable fashions. Hall (2016) also researched the importance of sustainability in relation the consumer’s purchasing decision, focusing on the importance offerings from luxury companies have on overall fashion trends, and how this fashion trendiness relates to sustainability.

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Quantitative Assessment of Consumer Resonance With Respect to Responsibly-Sourced Cotton Initiatives Andrew Shafer | Tori Butera | Mourad Krifa, PhD The Fashion School, Kent State University

METHODS A dual methodology of content analysis and online survey via Qualtrics was utilized for conducting research. Further breakdown on specifics for each method follows below: Content Analysis: The examined population consisted of consumer comments found online (via online articles, YouTube, Instagram, TED Talks) in postings on the topic of responsible sourcing. After filtering out insignificant comments, 154 total were collected, categorized, and coded for tone by a team of two coders to insure intercoder reliability.

ABSTRACT Survey: Further information was collected from the distribution of an online survey, utilizing nonprobability snowball sampling. In total, 65 participants fully completed all 13 individual survey items. Among others, survey items consisted of a generalized demographic section, likert scale matrices on consumer shopping behavior and trust of specific responsible sourcing initiatives, a ranking scale of characteristics of importance to consumers with respect to apparel purchase decision (price, quality, trust, etc), and inquiry on overall likelihood of that particular consumer purchasing responsibly-sourced cotton apparel products within the next year.

RESULTS & DISCUSSION Content Analysis: Consumers displayed divided opinion regarding the commonly-expressed categories of content. Negative responses led the way at 38% of coded comments, positive comments at 34%, with neutral comments making up 28%. Categories of key concern to consumers were topics such as Consumer Awareness (14% of total comments), Fair Trade (14%), Social Impact (12%), Information (11%), and Labor Conditions (10%).

Table 1 and Figure 1 below both help further illustrate the sheer breadth of categories of concern expressed by consumers.

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Quantitative Assessment of Consumer Resonance With Respect to Responsibly-Sourced Cotton Initiatives Andrew Shafer | Tori Butera | Mourad Krifa, PhD The Fashion School, Kent State University

RESULTS & DISCUSSION CONT. Table 1. Frequency Table of Categories of Consumer Concern In Comments

Figure 1. Detailed Positive/ Negative/ Neutral Frequency Chart of Categories of Consumer Concern in Comments

Survey: In analyzing the resulting data, a number of compelling observations emerged: When it came to characteristics of greatest concern to consumers when purchasing responsibly sourced cotton clothing, there were striking similarities in consumer priorities, as seen in Figure 2. Respondents were broken into two categories: 18-37 (Gen Z & Millennial) and 38+ (Gen X & Baby Boomers). The only categories in which the two-generational cohort groupings differed was in their 4th and 5th most-important categories: “Uniqueness/Fashionability” and “Trust”.

With respect to consumer’s willingness to theoretically purchase responsibly-sourced cotton apparel, 75.4% reported likeliness of purchase within the next year. This signals at overall consumer interest in purchasing sustainable cotton apparel and is promising from a marketability standpoint. The survey data here aligns strongly with conclusions found by Hustvedt & Dickson, 2011, who found that sustainable fashion is not just for the young; the older customer displayed similar interest as the younger customer with making environmentallyfriendly apparel purchases.

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Quantitative Assessment of Consumer Resonance With Respect to Responsibly-Sourced Cotton Initiatives Andrew Shafer | Tori Butera | Mourad Krifa, PhD The Fashion School, Kent State University

RESULTS & DISCUSSION CONT.

Figure 2. Consumer Ranking of Characteristics of Concerns when Purchasing Responsibility- Sourced Cotton Clothing

Figure 3. Consumer Reported Likelihood of Purchasing Responsibly- Sourced Cotton Clothing in the Next 12 Months

In general, there was a strong correlation between consumer awareness of a particular responsibly-sourced cotton initiative with nonnegative trust in that particular initiative. I.e., if consumers were merely aware of a particular initiative, it was exceedingly likely that they felt either positive or neutral about that initiative. Figure 4 & Figure 5 below help further illustrate this correlation.

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Figure 4. Subject Awareness of Responsibility-Sourced Cotton Initiatives

Figure 5. Subject Trust of Responsibly- Sourced Cotton Initiatives

Quantitative Assessment of Consumer Resonance With Respect to Responsibly-Sourced Cotton Initiatives Andrew Shafer | Tori Butera | Mourad Krifa, PhD The Fashion School, Kent State University

SUMMARY & CONCLUSION Key Takeaways: 1. There is a significant interest in sustainably-sourced cotton apparel; 75.6% of respondents reporting likeliness to purchase within the next 12 months.

2. Brand recognition is key. Consumers resonate more strongly and indicate greater trust with more easily identified sourcing initiatives; consider this when examining sustainable apparel solutions for marketability purposes.

3. Surprisingly little variation exists in top priorities between younger and older generational cohorts. Both care about “Quality”, “Price” and “Environmental Impact” most, in that order.

ABSTRACT Parallels with Literature: Our findings parallel strongly with Hustvedt & Dickson’s research indicating similar interest levels between younger and older fashion consumers with respect to environmentally-friendly apparel purchases.

Limitations & Future Direction: The largest limitation of this research was the small sample size (9 respondents) of subjects aged 38+. Additionally, survey collection utilized non-probability snowball sampling. In further research, we would aim for more ideally representative data in terms of demographic scope. A low amount of relatable literate for content analysis also hindered progress.

Recommendations & Strategy: We would encourage teams to further delve into the marketability of sustainable apparel due to the comparatively little amount of literature on the topic. For industry professionals in marketing and/or product development, we recommend careful research before aligning your product to a particular responsible cotton sourcing initiative. Of additional significance is finding a strong balance between the characteristics of “Price” and “Quality”, consumers in general display sensitivity with regards to the price of sustainable apparel; budget-moderate brands should take special care here.

REFERENCE

Ciasullo, M. V., Maione, G., Torre, C., & Troisi, O. (2017). What about Sustainability? An Empirical Analysis of Consumers’ Purchasing Behavior in Fashion Context. Sustainability (2071-1050) , 9 (9), 1-18. doi:10.3390/su9091617 in, B. & Jung, S., (2016). From quantity to quality: understanding slow fashion consumers for sustainability and consumer education.

International journal of consumer studies, 40(4), 410-421. doi:10.1111/ijcs.12276 Kim, H., & Hall, M. L. (2015). Green brand strategies in the fashion industry: leveraging connections of the consumer, brand, and environmental sustainability. In , Sustainable fashion supply chain management : from sourcing to retailing (pp. 31-45).

Hall, C., & Nilsson, J. (2016). Green is the new black : How Swedish luxury fashion brands use sustainability as an advantage in nternational markets.

Hustvedt, G., & Dickson, M. A. (2011). Sustainable fashion and the older consumer: Attitudes towards organic cotton. International Journal Of Home Economics, (2), 61. ung E., H., & Pamela S., N. (2011). Willingness to pay for socially responsible products: case of cotton apparel. Journal Of Consumer Marketing, (5), 344. doi:10.1108/07363761111149992

Lund-Thomsen, P., Riisgaard, L., Coe, N. M., Singh, S., & Ghori, S. (2018). Bridging Global Standard Requirements and Local Farmer Needs: Implementing Patterns of the Better Cotton Initiative in Pakistan and India [PDF]. CBDS Working Paper Series.

Matthews, D., & Rothenberg, L. (2017). An assessment of organic apparel, environmental beliefs and consumer preferences via fashion innovativeness. International Journal Of Consumer Studies, 41(5), 526-533. doi:10.1111/ijcs.12362 McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: Fashionable consumers and attitudes to sustainability in clothing choice. International Journal Of Consumer Studies, 39(3), 212-222. doi:10.1111/ijcs.12169 Truscott, L., Tan, E., Emberson, L., Lambert, N., & Gosai, A. (2017). Organic Cotton Market Report 2017.

Retrieved from https://textileexchange.org/ Wang, C (2010). Consumer Attitudes Towards Sustainable & Environmental Strategies in Fashion Clothing.

Retreived from https://www.research.manchester.ac.uk/portal/files/54504484/FULL_TEXT.PDF Zulfiqar, F., & Thapa, G. B. (2016). Is ‘Better cotton’ better than conventional cotton in terms of input use efficiency and financial performance?. Land Use Policy, 52136-143. doi:10.1016/j.landusepol.2015.12.013

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Marketing Campaign Proposal Spring 2020

ABSTRACT/ OVERVIEW This research focuses on examining the struggling brand of UGG. Through market research conducted on consumers and their demographics, the research team found that UGG is not utilizing the male consumer. After analyzing the interviews, it was determined that the majority of the target market shops for functionally, an aspect that UGG has not marketed to consumers. Consumers do not see UGG as a functional brand, rather see the boots produced as a stylish accessory which has contributed to the company’s lost sales.

BACKGROUND

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UGG was founded in 1978 by Brian Smith. Smith arrived in Southern California and was inspired by the relaxed atmosphere and decided to create the UGG brand. UGG has evolved into many different collections for men, women, and children. The women’s line consists of unique styles ranging from the classic UGG boot, slippers, sandals, heels, and flats. The men’s line offers boots, slippers, sandals, and sneakers. It has even extended into a home collection. UGG’s competitors include Sorrel, Timberland, and Sperry.

Marketing Campaign Proposal Spring 2020

PROBLEM The UGG known today is a struggling brand in search of a target market and the ability to connect with consumers. The company has significantly branded itself as a “stylish� and fashion-forward brand, targeting young, trendy women, creating a disconnect between male consumers and the brand. The issue UGG is currently facing is its inability to attract the male consumer to explore its product line. In past campaigns UGG has chosen to highlight a narrow collection of its product; UGG offers a boarder assortment, including multiple product lines with boots designed for functional purposes.

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Marketing Campaign Proposal Spring 2020 MARKET RESEARCH

Through the process of interviewing 44 unique consumers, the goal of the research team was to learn about the basic demographics, interests and hobbies, shopping patterns, and brand preferences/ dislikes. The interview concluded with a series of questions regarding the key features that attracted consumers when shopping. The basic information learned about the interviewee included and varied by each consumer by: • Gender, about half of those interviewed responses being male; • Age, ranging from 15 to 59 years old, the younger Millennial cohort (20 – 24 years-old)being the largest segment; • Ethnic Backgrounds, the majority being Caucasian followed closely by African American; • Educational Level, was divided into two segments, high school diploma and a college degree, reporting about 75% of the segment having or currently working on a college degree; • Geographic Breakdown, a key component in determining the interviewee’s lifestyle due to the different influences on styles and cultural needs impact on consumers’ spending habits. This segment was broken down into three classifications: urban, suburban, or rural town, half of the consumers coming from a sunburn background, followed by about 25% having a rural hometown.

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MARKET RESEARCH CONT. Once the basic demographic information was Collected the research team then sought to discover how these consumers spent leisure time.

Four common themes arose during this process: • Outdoor Interest and Activities: hiking, fishing, hunting • Sports: playing, watching, looking up to athletes • Style and Fashion Conscious Interests: influenced by current fashion trends and purchasing patterns following closely to the seasonal change, enjoying shopping, and high end/ brand preference shoppers • Art: listening to music, singing, playing an instruments, poetry, reading

Marketing Campaign Proposal Spring 2020 MARKET RESEARCH CONT. More than half of the consumers the research team interviewed fell under the Outdoor Interest and Activities category. The team continued to deep drive into the consumers’ life style to learn more about the their home life, categorizing it as: • Traditional- strong relationships with parents and siblings, support, loving, caring homes, growing up with married parents and strong sense of unity • Nontraditionalfighting, distrust, estranged and weak relationship between parents and child as well as siblings with each other, one parent/ divorced parents and multiple households Lastly the interviewee was asked about their brand preferences and dislikes as well as key features they sought out for their boots.

Through this research the team determined that the market segment with the highest opportunity for a successful marketing campaign for UGG Spring 2020 is males between the ages 20- 30 years-old, currently in college or recently graduated, interested in outdoorsy activities such as hiking, hunting, and fishing, and whom were raised in a traditional household with strong family values. A segment currently untapped by brand name and high-end boot retailers, including UGG.

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Marketing Campaign Proposal Spring 2020 ADS Due to UGG’s disconnect with the male consumers, our goal was to create ads targeted towards these males.

The below ads have been designed to attract men and women due to the data collected inferring many of our male interviewees had women shopping for them. Two unique ad styles were created. Ad 1 Comfort & Style Within Reach concentrated on the style to the boot due of the different interviewees who stated it is an important feature to them. This ad is clean and chic, displaying the boot in an urban environment, focusing on the style feature for men. Ad 2 Rugged In UGG’s was created to highlight the functionality of UGG’s boots.

This ad includes a man and his dog who are hiking. This enlightens the consumers about the functional features provided by UGG boots, allowing the boot to be worn for a more than just for style.

Ad 1 Comfort & Style Within Reach

Ad 2 Rugged In UGG’s

TEST ADS & RESULTS Based on the test ad results, the research team learned Ad 2 Rugged In UGG’s campaign resonated strongest with the target market. Six out of ten consumers preferred Ad 2. Due to these results Ad 2 was chosen as UGG’s Spring 2020 marketing campaign.

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Marketing Campaign Proposal Spring 2020 WEBPAGE

Figure 2. Webpage Sample Design

Through the interview process the research team determined a target market and the key features which these consumers are search for when shopping. With this information created a webpage that draws in, informs, and persuades the consumer to buy UGG’s boots for key features .

A sample design can be seen in Figure 2. Webpage Sample Design. The webpage to the right focuses on calling key details and classifies the boots by the benefits offered, making it easier for the consumer the navigate the page.

CONCLUSION

Through the use of research and discovery, the team has created a marketing campaign to improve the down-trending business of UGG. This marketing campaign is targeted toward a young male consumer whom UGG does not market to in current and previous marketing campaigns, creating a new target market to drive sales. The target market whom UGG’s marketing campaign would be most successful and impactful to is males between the ages 20- 30, currently in college or recently graduated, interested in outdoorsy activities such as hiking, hunting, and fishing, and raised in a traditional household with strong family values. The ad which the research team suggests using Ad 2. Rugged In UGG’s.

REFERENCES

https://blog.sperry.com/about/ https://www.sperry.com/en/home https://www.sorel.com/About-Us_History.htm

https://www.referenceforbusiness.com/history2/ 61/The-Timberland-Company.html https://www.timberland.com/ https://www.ugg.com

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Life in Colour is a collection created for the bold and adventurous woman. Our mission is to inspire confidence in each women our collection comes in contact with wherever she may be in her athletic journey. We strive to ignite and unite our GIRL GANG to inspire our girls, allowing them to express themselves and most importantly helping them colour outside the lines in every aspect of their lives.

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Alex is 25 years old, she is single. She recently graduated from college and is just starting her first job, she makes about $55,000 a year. She values a healthy lifestyle by staying active and eating well. Alex is constantly on the go so it is important to find clothing that can be just as active as she is, while still being stylish. She is very hard-working and motivated, this is why she is always on the go. Although she has just reached “adulthood� she wants to keep up on the latest fashion trends and styles. She does not spend all of her money on clothing, she enjoys spending it on experiences, when shopping she looks in the moderate and better price zone. Alex spends her free time exercising and doing yoga, cooking, going out with friends, attending shows and concerts, listening to music, taking weekend trips, and shopping. Alex and her friends are included and embody the target market Life In Colour was created for.

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To kick start Life In Colour the team has partnered with various gyms and fitness centers in New York City. The group of fitness centers we have partnered with includes Switch Playground, Rumble, SLT, Fly Wheel, 305 Fitness and, Barry’s Bootcamp. Those who attend will receive 10% off their next purchase!

Below is a breakdown of the budget needed for Switch Playground.: Space Rental Fee: $200x 6 = $1,200 Shipping of Inventory: $100 x 6 = $600 Decor: $350 x 6 = 2,100 Discount $$ loss: $1,500 x 6 = $9,000 DJ: 250 x 6 = $1,500 Employees: $168 x 6 = $1,008 Packaging: $300 x 6 = $1,800 Total for all events= $17,208

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https://www.doneger.com/public/Homepage.html?ver=1592713807800

VIGNETTE is an independent print publication inspiring both emerging and newlyestablished creatives, with a focus on areas of fashion, design, art, and travel.

Our presentation is accessible and aspirational take for the ambitious individual who isn’t afraid to be bold and adventurous in pursuit of personal style and success.

Each issue presents a vignette of New York and it’s creative inhabitants, with emphasis on profile stories, event coverage, featured spreads, and trend reports.

VIGNETTE Volume 7 was created and published in the Spring of 2018 as a class project.

Each student received a role and had a voice in the creation of this publication. The role I received was Advertising Director, I worked closely with the Associate Publisher and Marketing Director, as well as assisting the other positions that needed to create this publication. The responsibilities my team and I had include but were not limited to the creation of the media kit & outline of the key topics in each issue, secured advertisements, and researched and defied whom this magazine would be created for.

The team and I defined the concept of this magazine and assisted in the design, layout, and article direction, and final selection.

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Link to finished media fit kit:https://docs.google.com/presentation/d/1BradJYnd59xs1rUv6zWE07582fjeKFqizozV KHdw9GM/edit#slide=id.g364b6cd0b9_0_35

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7 l o V f o w e i v e r P

Editorial Shoot

Link to finished copy of the magazine http://www.blurb.com/bookstore/invited/7598552/ba95c328e802f839bff8c3658d0e730862e3a779

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T O R I E. B U T E R A tbutera1@kent.edu 440.346.6288