kids
Merchandising: Concept to Consumer By: Haley Ross
TABLE OF CONTENTS Mission Statement
Introductory Floor Plan
Mission Philosophy
Key Code Sheet
Mood Board
Fixture Worksheets
Customer Profile
Maintenance Floor Plan
Style Numbering System
Clearance Floor Plan
Model Line Sheets
Marketing Budget
Costing Sheets
Marketing Plan
Development Calendar
Marketing Plan Calendar
Unit Distribution Plan
Press Release
Invoice
Designer Bio Business Card
MISSION STATEMENT west elm kids was created to offer socially-conscious parents
a line of ethically produced children’s bed linens so that kids can now express their personal style at home as well.
MISSION PHILOSOPHY West Elm Kids is committed to offering every kid the chance to express their personal style with a variety of different bedding options made from only the highest quality of materials. In order to achieve the highest
quality for both our customers and our workers, we strive to practice sustainability and fair labor every step of the way. We’re committed to getting a little greener every day. West Elm Kids Spring 2017 bedding line will be launched in our Chicago West Elm store, located in the Lincoln Park neighborhood and will be sold from February through May.
kids
CUSTOMER DEMOGRAPHICS Geographic Segmentation Region: Midwest City Size: 1 million+ Population Density: Urban Climate: Seasonal Demographic Segmentation Age: 25-35 Gender: Female Household Size: 2 adults, 1-3 children Income: $75,000+ Occupation: Public Relations Education: College Graduate
Sociocultural Segmentation Culture: All Subculture Religion: All National Origin: All Race: All Social Class: Upper Middle Class Marital Status: All Psychographics: Achievers, Strivers
Affective & Cognitive Segmentation Degree of Knowledge: Novice Benefits Sought: Ethical, high quality, contemporary style Attitude: Positive
CUSTOMER DEMOGRAPHICS CONT. Behavioral Segmentation Brand Loyalty: Divided Store Loyalty: Divided
Usage Rate: Heavy User Status: Current User Payment Method: Credit Card
Media Usage: TV, Social Media, Magazines Internet Usage Situation: Work, Social Media, TV
CUSTOMER PSYCHOGRAPHICS Age: 25-35
Favorite Artist: Jeff Koons
Occupation: Public Relations
Tech Level: Savvy, IPhone/Laptop proficient
Location: Lincoln Park, Chicago
Shopping Preferences: Crate & Barrel, CB2, Restoration Hardware, Z Galerie
Marital Status: Married, 1-3 kids Education: Bachelor’s Degree from Loyola
Life Stage: Newly married, first kid Favorite Movies: Silence of the Lambs, The Notebook, A Beautiful Mind Favorite Restaurants: Doc B’s, Freshii, Lyfe Kitchen
Frequent Reads: Vogue, Novels, Mommy blogs Favorite Music: Pop, Alternative
Shopping Attitude: Looking for best quality, ethically produced items Vacations: Family trips to Europe, Weekend getaways to Santa Barbara Political Views: Liberal Hobbies: Yoga, Lakeshore runs pushing stroller, Playdates at the park, Street festivals with family, Cycling class with friends, Juicing
LIST OF FAVORITES: MOM Waking up at 6am so she has some time to herself before she wakes up the kids Yoga Farm-to-table restaurants Private schools
Breakfast favorites: fruit, granola, oatmeal Going on jogs while pushing the baby stroller Going shopping in athleisure clothing, like Lululemon
Playdates at the park with other moms & kids Living in a condo or luxury apartment Going on dates and weekend getaways with her husband Active family activities (swimming, hiking, bike rides, etc.)
A DAY IN THE LIFE: KID (5YR OLD BOY) Mom wakes him up at 7:30am, if he doesn’t wake up himself first Eats a healthy breakfast of organic kids cereal & fruit Mom dresses him in a stylish outfit that includes a kids Patagonia & kids Hunter boots Gets dropped off at his private preschool before mom goes to her PR job Plays with kids at preschool with names like Jaxson, Emmett, Avery Learns some new French & Spanish words at preschool Mom picks him up in her Porsche Cayenne Dad takes him to the park down the street while mom cooks a healthy dinner Swims with his family for a little after dinner in the outdoor pool at their condo building Mom & dad both put him to bed at 8pm
STYLE NUMBERING SYSTEM
1 Year 1 2017 2 Season A Spring
3 Class 1 Comforter 2 Sheet Set 3 Throw Pillow 4 Throw Blanket 4 Subclass 1 Comforter 1 Duvet 2 Quilt 3 Coverlet 2 Sheet Set 1 Top Sheet 2 Fitted Sheet
3 Shams
3 Throw Pillow 1 Round 2 Square 3 Lumbar 4 Triangle 4 Throw Blanket 1Throw Blanket 5 Color 1Rosette 2 Blue Teal 3 Poppy 4 Citrus Yellow 5 White 6 Peacock 6 Fabrication 1 Organic Cotton 2 100% Cotton 3 Washed Linen 4 Belgian Linen 5 Washed Silk
7 Size 1 Twin 2 Full 3 20x20 4 18x18 5 12x21 6 16x16 7 One Size
Example: 1A13521 1. 2017 2. Spring 3. Comforter 4. Coverlet 5. White 6. 100% Cotton 7. Twin
DUVET Style # 1A11431 Retail Price: $75.00
Description: Washed linen Duvet cover
QUILT Style # 1A12352 Retail Price: $85.00
Description: Washed silk Quilt
COVERLET Style # 1A13111 Retail Price: $69.00
Description: Organic cotton coverlet
TOP SHEET Style # 1A21422 Retail Price: $55.00
Description: 100% cotton top sheet
FITTED SHEET Style # 1A22631 Retail Price: $42.00
Description: Washed linen fitted sheet
SHAMS Style # 1A23212 Retail Price: $18.00
Description: Organic cotton shams
ROUND THROW PILLOW Style # 1A31553 Retail Price: $24.00
Description: Round washed silk throw pillow
SQUARE THROW PILLOW Style # 1A32344 Retail Price: $21.00
Description: Square Belgian linen throw pillow
LUMBAR THROW PILLOW Style # 1A33425 Retail Price: $18.00
Description: Lumbar100% cotton throw pillow
TRIANGLE THROW PILLOW Style # 1A34116 Retail Price: $24.00
Description: Rectangle organic cotton throw pillow
THROW BLANKET Style # 1A41627 Retail Price: $30.00
Description: One size 100% cotton throw blanket
COST DEVELOPMENT DATE: 2-24-16 _________ _________ DESCRIPTION: Washed Linen Duvet Cover : SIZE RANGE: Twin-Full 1.
MATERIAL
Washed Linen
STYLE #: 1A11431 2017 SEASON: Spring 2016 WHOLESALE PRICE: $37.14 RETAIL PRICE: $75.00
COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock YARDS 4.5
PRICE $3.50
AMOUNT $15.75
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$15.75 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$18.57 MATERIAL SWATCH
COST DEVELOPMENT DATE: 2-24-16 _________ _________ DESCRIPTION: Washed Silk Quilt
STYLE #:1A12352 2017 SEASON: Spring 2016 WHOLESALE PRICE: $42.84
:
SIZE RANGE: Twin-Full 1.
MATERIAL
Washed Silk
Rosette, Blue teal, citrus COLORS: yellow, poppy, white, peacock YARDS 6.2
PRICE
RETAIL PRICE: $85.00
AMOUNT $3.00 $18.60
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$18.60 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$21.42
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A13111 DATE: 2-24-16 _________ _________ DESCRIPTION: Organic Cotton Coverlet : SIZE RANGE: Twin-Full 1.
COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock
MATERIAL
Organic Cotton
YARDS 4.5
PRICE $3.20
AMOUNT $14.40
2017 SEASON: Spring 2016 WHOLESALE PRICE: $34.44 RETAIL PRICE: $69.00
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$14.40 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$17.22
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A21422 DATE: 2-24-16 _________ _________ DESCRIPTION: 100% Cotton Top Sheet : SIZE RANGE: Twin-Full 1.
MATERIAL
100% Cotton
COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock YARDS 7.3
PRICE $1.50
AMOUNT $10.95
2017 SEASON: Spring 2016 WHOLESALE PRICE: RETAIL PRICE: $55.00
$27.54
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$10.95 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$13.77
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A22631 DATE: 2-24-16 _________ _________ DESCRIPTION: Washed Linen Fitted Sheet : SIZE RANGE: Twin-Full
2017 SEASON: Spring 2016 WHOLESALE PRICE: COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $42.00
1. MATERIAL Washed Linen
YARDS 2.2
PRICE $3.50
AMOUNT $7.70
$21.04
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$7.70 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$10.52
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A23212 DATE: 2-24-16 _________ _________ DESCRIPTION: Organic Cotton Shams : SIZE RANGE: Twin-Full 1. MATERIAL Organic Cotton
2017 SEASON: Spring 2016 WHOLESALE PRICE: $8.84 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $18.00 YARDS 0.5
PRICE $3.20
AMOUNT $1.60
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$1.60 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$4.42
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A31553 DATE: 2-24-16 _________ _________ DESCRIPTION: Round washed silk throw pillow
SEASON:Spring 2016 2017 WHOLESALE PRICE: $11.64 : SIZE RANGE: 20x20, 18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $24.00 1. MATERIAL Washed Silk
YARDS
PRICE 1
$3.00
AMOUNT $3.00
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$3.00 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
MATERIAL SWATCH TOTAL LABOR COST
3. TOTAL COST REMARKS:
$2.82
$5.82
COST DEVELOPMENT STYLE #:1A32344 DATE: 2-24-16 _________ _________ DESCRIPTION: Square Belgian Linen Throw Pillow : SIZE RANGE: 20x20, 18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock 1. MATERIAL Belgian Linen
YARDS 0.8
PRICE $3.00
AMOUNT $2.40
SEASON: Spring 2016 2017 WHOLESALE PRICE: $10.44 RETAIL PRICE: $21.00
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$2.40 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$5.22
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A33425 DATE: 2-24-16 _________ _________ DESCRIPTION: Lumbar 100% cotton throw pillow : SIZE RANGE: 12x21
COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock
1. MATERIAL 100% Cotton
YARDS
PRICE 1
$1.50
AMOUNT $1.50
SEASON: Spring 2016 2017 WHOLESALE PRICE: RETAIL PRICE: $18.00
$8.64
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$1.50 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$4.32
MATERIAL SWATCH
COST DEVELOPMENT STYLE #:1A34116 DATE: 2-24-16 _________ _________ DESCRIPTION: Triangle organic cotton throw pillow : SIZE RANGE: 20x20,18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock 1. MATERIAL Organic Cotton
YARDS
PRICE 1
$3.20
AMOUNT $3.20
2017 SEASON: Spring 2016 WHOLESALE PRICE: $12.04 RETAIL PRICE: $24.00
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$3.20 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$6.02
MATERIAL SWATCH
COST DEVELOPMENT STYLE #: 1A41627 DATE: 2-24-16 _________ _________ DESCRIPTION: One size 100% cotton throw pillow : SIZE RANGE: One size
2017 SEASON: Spring 2016 WHOLESALE PRICE: COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $30.00
1. MATERIAL 100% Cotton
YARDS
PRICE 3
$1.50
AMOUNT $4.50
$14.64
SKETCH
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
$4.50 QUANT.
PRICE
AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
TOTAL LABOR COST
3. TOTAL COST REMARKS:
$0.00 AMOUNT $0.50 $0.95 $0.22 $0.75 $0.40
$2.82
$7.32
MATERIAL SWATCH
FASHION MERCHANDISING PLANNING CALENDAR SEASON/YEAR:
MONTH STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
STEP 8
STEP 9
STEP 10
STEP 11
STEP 12
SEPTEMBER Research market, packaging & scents
OCTOBER
NOVEMBER
SPRING 2017
DECEMBER
IN-STORE DELIVERY:
JULY
AUGUST
SEPTEMBER
OCTOBER
January, 2017
NOVEMBER
DECEMBER
JANUARY
FEBRUARY
Begin to design & sketch Swatch & begin to make samples Early production, retail orders placed Major production begins Major production continued… Major production… in-store promotions Shipping period, in-store promotions Shipping period, in-store promotions Shipping continued…
Store set up
Track retail selling, plan for next season
UNIT DISTRIBUTION PLAN
UNIT DISTRIBUTION PLAN
UNIT DISTRIBUTION PLAN
UNIT DISTRIBUTION PLAN
INVOICE
INTRODUCTORY FLOOR PLAN
Beginning units on hand: 1,981 40% sell through: 792 units Ending units on hand: 1,189
KEY CODE SHEET
KEY CODE SHEET
KEY CODE SHEET
FIXTURES Twin bed Fixtures: A,B,C,D Fixture Capacity: 10
FIXTURES 5-Bay Wall Unit Fixture: E Fixture Capacity: 904
FIXTURES 4-Bay Wall Unit Fixture: F Fixture Capacity: 640
FIXTURES 2-Bay Wall Unit Fixtures: G, H Fixture Capacity: 396
FIXTURES 1-Bay Wall Unit Fixture: I Fixture Capacity: 198
FIXTURES Cash Wrap Fixture: J
MAINTENANCE FLOOR PLAN
Beginning units on hand: 1,189 40% sell through: 476 units Ending units on hand: 713
CLEARANCE FLOOR PLAN
Beginning units on hand: 713 20% sell through: 143 units Ending units on hand: 570
MARKETING BUDGET TOTAL RETAIL SALES:
$99,416
% MARKETING BUDGET:
8.0%
$ MARKETING BUDGET:
$7,953
MARKETING PLAN
MARKETING PLAN
MARKETING PLAN
MARKETING PLAN
MARKETING PLAN CALENDAR
MARKETING PLAN CALENDAR
MARKETING PLAN CALENDAR
Haley Ross, creative director of West Elm Kids, has worked for West Elm for 15 years. She began as a part-time Visual Associate at West Elm Chicago while obtaining her Bachelor of Arts in Fashion Business at Columbia College Chicago. After graduation, she joined the West Elm corporate visual team as Assistant Creative Director. Creating a line of kid’s bedding for West Elm became Haley’s passion project. She wanted to be able to offer kids the same environmentallyfriendly and stylish options of bedding that their parents love. West Elm Kids bedding and bed accessories is meant to inspire kids to help create their own beds with countless mix-and-match options of bright colors and organic fabrics.
DESIGNER BIO
BUSINESS CARD