A. Brand
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Table of Contents Part I Mood Board Mission Statement Concept Statement Customer Profile Customer Narrative Classification Sheet Line Sheet Color Story Cost Sheets Part II Planning Calendar Invoice Introductory Floor Plan Maintenance Floor Plan Clearance Floor Plan Key Code Sheet High Table Fixture Martin Table Fixture Martin Table Fixture Display Unit Fixture Tote Storage Fixture Cash Wrap Fixture Unit Distribution Part III SWOT Analysis Marketing Plan Marketing Plan Budget Marketing Plan Calendar Company Biography Press Release Business Card
2 3 4 5 6 9 10 11 12 24 25 26 27 28 29 30 32 33 34 35 36 37 38 40 41 42 43 44 45 46 47
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Mission Statement A. Brand is a merchant designing handbags of all sizes for women. A. Brand will provide our customers with the highest quality of handbags that are made to last. With our classic styles and hint of trend our bags will never go out of style. With these lasting bags and our exceptional customer service we are sure that our customers will be satisfied. Â
Concepts At A. Brand we strive to provide our customers with such quality products that it will put us above our competition. We also offer superior customer service to help each and every client find the perfect bag for his or her style and lifestyle. We also offer 3-year warranties for all of our handbags. We take pride in giving our customers high quality, classic, leather bags with a bit of trend. We want to satisfy our clients with products that will last for long periods of time and won’t go out of style. These are everyday bags that can adapt to any event in a young woman’s life. Our department is located in Nordstrom on Michigan Avenue in Chicago, Illinois. This is a prime location where many people come to shop. The Nordstrom on Michigan Avenue is also well known. This Fall line will be carried in the handbag department from August to November 2013.
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Customer Profile Geographic: Region: Midwest City Size: 2.7 million+ Urban/Rural: urban Climate: temperate Demographics: Age: 20-30 Sex: female Household Size: 1-2 Income: $25,000-$50,000 Education: college graduate Occupation: student/young-professional Sociocultural: Culture: American Religion: none National Origin: German/Italian Race: Caucasian Social Class: upper-middle Marital Status: single Psychographics: achievers Affective and Cognitive: Degree of Knowledge: high middle Benefits Sought: prestige Attitude: neutral Behavioral: Brand Loyalty: divided Store Loyalty: divided Usage Rate: medium User Status: current user Payment Method: debit card/credit card Media Usage: magazines, TV, social media Usage Situation: day-to-day Â
Customer Narrative It’s a Wednesday morning. Emily wakes up promptly at 8:00 am to her alarm ringing on her iPhone. This is her normal routine for weekdays Monday through Wednesday during the school year. She rolls over to turn her alarm off with a bit of pep, happy that today is her last school day for the week. She pulls off her covers and heads into the bathroom. She takes a quick shower, brushes her teeth, and applies her Crest white strips. She then begins to do her makeup, which consists of a shimmery nude eye shadow, black eyeliner, mascara, powder, and a little bronzer. She hasn’t tanned since summer ended and it’s nearing the end of September by now. She blow dries her hair and throws it up in a bun on the top of her head. Emily gets dressed in a cotton, maroon, maxi dress with a tan, knit sweater over top. She accessorizes with a rose gold Michael Kors watch and Kate Spade studded earrings. For shoes she slips on some brown strappy sandals. She then enters the kitchen and makes a breakfast of assorted fruit. She packs a granola bar for a snack, as she will be at school until 3:30. She leaves her apartment on Michigan Avenue and heads to the train for her twenty-minute commute to the DePaul campus. Her first class is a psychology class that she enjoys and exceeds in. At 12 she has a half an
hour break before her next class. She heads to Starbucks to pick up a vanilla latte to go with her granola bar from home. At 12:15 she heads to her history class that begins at 12:30. She doesn’t like this class as much as her psychology class, but she still does very well in it. At 3:30 class ends and she hops back on the train to go to Nordstrom on Michigan Avenue. She wants a new dress to wear tomorrow. She finds a gauze, printed Free People dress with long sleeves. She gets back on the train and heads back to her apartment. Her roommate, Morgan, is home before her and waiting to see what she got to add to “their” closet. By this time it’s about 6:00, so they freshen up and head out to meet up with a few of their closest friends for dinner and drinks. They catch the bus across the street from their apartment and head to one of their favorite restaurants, Grand Lux. At the dinner is their friend Austin whom goes to UIC and knows Emily from their hometown in the suburbs, Andrea whom goes to DePaul, Mike whom attends Columbia College Chicago, Matt whom attends UIC, and Katie whom attends Loyola. Emily orders the pasta with chicken, sun-dried tomato and mushrooms with a glass of California red wine. They discuss how their classes are going, how their jobs are going, and about what is happening this weekend. At about 9:00 they finish up with drinks, leave the restaurant, and head their separate
ways. Emily and Morgan catch the nearest bus and go back to their apartment. By the time they get home it’s around 9:30. They change into loungewear and make themselves comfortable in the living room. Emily is wearing a pair of black J.Crew leggings with an oversized Victoria’s Secret Pink sweatshirt. They open the sliding door leading out to their balcony to get some fresh air while they catch up on their weekly shows, A New Normal, Gallery Girls, and The Voice. It’s 12:00 and they decide to go to bed. Emily sets her alarm for 7:00am, as she must be to her internship by 9:30. She recently got an internship at Chicago Magazine in the culture division. This is a great opportunity for her as she is majoring in journalism with a minor in public relations.
Classification Sheet 1 Year 1 2 3 4
2012 2013 2014 2015
2 Season A Spring B Summer C Fall D Winter 3 Class 1 Overnight 2 Clutch 3 Wallet 4 Day-to-Day 4 Subclass 1 Overnight 1 Duffle 2 Oversized Clutch 3 Slouch 2 Clutch 4 Side Handle 5 Clasp 3 Wallet 6 Zipper Closure 7 Coin 4 Day-to-Day 8 Small Evening 9 Bowling 0 Cross Body 5 Color 1 Black/Navy 2 Black/Maroon 3 Green/Orange 4 Brown/Black 5 Maroon/Orange 6 Navy/Green 7 Navy/Orange 8 Brown/Navy 9 Brown/Orange
Style #2c491
Line Sheet
Duffle Style #2c111 $428.00
Clasp Clutch Style #2c251 $218.00
Oversized Clutch Style #2c121 $398.00
Slouch Style #2c131 $368.00
Zipper Closure Wallet Style #2c361 $148.00
Side Handle Clutch Style #2c241 $198.00
Coin Wallet Style #2c371 $118.00
$
Small Evening Style #2c481 $268.00
Bowling with Cross Body Strap Style #2c491 $328.00
Crossbody Style #2c401 $298.00
Cost Sheets COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Duffle
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $40.20
INTERFACING ( LINING )
$24.00
TOTAL MATERIAL COST
$64.20
2. TRIMMINGS INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING OUTER ZIPPER INNER LABEL STITCHING INNER LEATHER TRIM
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING TOTAL LABOR COST
3. TOTAL COST
QUANT.
PRICE 1 1 1 1
$2.00 $12.00 $6.00 $4.00 $2.50 $1.50 $1.00 $3.10
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c111 Fall
SKETCH
AMOUNT $2.00 $12.00 $6.00 $4.00 $2.50 $1.50 $1.00 $3.10
$32.10 AMOUNT $3.25 $2.50 $1.75 $1.60 $1.60 $10.70
$107.00 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$214.00 $428.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Oversized Side Handle
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $39.70
INTERFACING ( LINING )
$20.00
TOTAL MATERIAL COST
$59.70
2. TRIMMINGS
QUANT.
INNER ZIPPERS OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING OUTER ZIPPER INNER LABEL STITCHING INNER LEATHER TRIM
PRICE 1 1 1 1
TOTAL TRIMMINGS COST
$2.00 $10.00 $6.00 $2.85 $2.50 $1.50 $1.00 $4.00
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c121 Fall
SKETCH
AMOUNT $2.00 $10.00 $6.00 $2.85 $2.50 $1.50 $1.00 $4.00
$29.85
3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
AMOUNT $3.00 $2.20 $1.50 $1.75 $1.50
TOTAL LABOR COST
$9.95
3. TOTAL COST
$99.50 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other. The trim and handles will be the neutral of the two colors.
$199.00 $398.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Slouch
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
Varied AMOUNT $35.00
2c131 Fall
SKETCH
$20.20 INTERFACING ( LINING ) TOTAL MATERIAL COST
$55.20
2. TRIMMINGS
QUANT.
INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING OUTER ZIPPER INNER LABEL STITCHING INNER LEATHER TRIM
PRICE 1 1 1 1
TOTAL TRIMMINGS COST
$2.00 $10.00 $6.00 $3.00 $2.50 $1.50 $0.60 $2.00
AMOUNT $2.00 $10.00 $6.00 $3.00 $2.50 $1.50 $0.60 $2.00
$27.60
3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
AMOUNT $2.00 $1.70 $2.00 $1.50 $2.00
TOTAL LABOR COST
$9.20
3. TOTAL COST
$92.00 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$184.00 $368.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Side Handle Clutch
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $19.70
INTERFACING ( LINING )
$10.00
TOTAL MATERIAL COST
$29.70
2. TRIMMINGS
QUANT.
INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING OUTER ZIPPER INNER LABEL INNER LEATHER TRIM
PRICE 1 1 1
TOTAL TRIMMINGS COST
$1.35 $3.00 $4.00 $1.50 $2.50 $1.00 $1.50
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c241 Fall
SKETCH
AMOUNT $1.35 $3.00 $4.00 $1.50 $2.50 $1.00 $1.50
$14.85
3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
AMOUNT $1.25 $1.20 $1.00 $0.75 $0.75
TOTAL LABOR COST
$4.95
3. TOTAL COST
$49.50 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$99.00 $198.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Clasp Clutch
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $22.00
INTERFACING ( LINING )
$10.70
TOTAL MATERIAL COST
$32.70
2. TRIMMINGS INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING INNER LABEL STITCHING INNER LEATHER TRIM
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING TOTAL LABOR COST
3. TOTAL COST
QUANT.
PRICE 1 1 1
$2.00 $5.35 $3.00 $2.00 $1.50 $1.00 $1.50
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c251 Fall
SKETCH
AMOUNT $2.00 $5.35 $3.00 $2.00 $1.50 $1.00 $1.50
$16.35 AMOUNT $1.45 $1.00 $1.00 $1.00 $1.00 $5.45
$54.50 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors. The front flap will be the back color.
$109.00 $218.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Zipper Closure Wallet
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $14.00
INTERFACING ( LINING )
$8.20
TOTAL MATERIAL COST
$22.20
2. TRIMMINGS
QUANT.
INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL OUTER ZIPPER INNER LABEL STITCHING INNER LEATHER TRIM
PRICE 1 1 1 1
TOTAL TRIMMINGS COST
$1.00 $3.00 $2.00 $1.50 $1.50 $0.60 $1.50
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c361 Fall
SKETCH
AMOUNT $1.00 $3.00 $2.00 $1.50 $1.50 $0.60 $1.50
$11.10
3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
AMOUNT $0.75 $0.50 $0.75 $0.70 $1.00
TOTAL LABOR COST
$3.70
3. TOTAL COST
$37.00 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$74.00 $148.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 5, 2012 _________ Coin Wallet with Snap
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Cow Leather
Varied AMOUNT $12.70
INTERFACING ( LINING )
$5.00
TOTAL MATERIAL COST
$17.70
2. TRIMMINGS
QUANT.
INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL INVISIBLE SNAP INNER LABEL STITCHING
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING TOTAL LABOR COST
PRICE 1 1 1 1
$1.50 $3.00 $1.50 $0.50 $1.50 $0.85
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c371 Fall
SKETCH
AMOUNT $1.50 $3.00 $1.50 $0.50 $1.50 $0.85
$8.85 AMOUNT $0.50 $0.50 $0.45 $0.75 $0.75 $2.95
3. TOTAL COST
$29.50 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors. The front flap will be the back color.
$59.00 $118.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Small Evening
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $25.20
INTERFACING ( LINING )
$15.00
TOTAL MATERIAL COST
$40.20
2. TRIMMINGS INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING INNER LABEL STITCHING INNER LEATHER TRIM
TOTAL TRIMMINGS COST 3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING TOTAL LABOR COST
3. TOTAL COST
QUANT.
PRICE 1 1 1
$2.00 $8.00 $4.00 $2.00 $1.50 $0.50 $2.00
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c481 Fall
SKETCH
AMOUNT $2.00 $8.00 $4.00 $2.00 $1.50 $0.50 $2.00
$20.00 AMOUNT $2.00 $1.10 $1.20 $1.00 $1.00 $6.30
$66.50 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$133.00 $268.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Bowling with Cross Body Strap
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
Varied AMOUNT $30.00
2c491 Fall
SKETCH
$19.20 INTERFACING ( LINING ) TOTAL MATERIAL COST
$49.20
2. TRIMMINGS
QUANT.
INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING OUTER ZIPPER INNER LABEL STITCHING INNER LEATHER TRIM
PRICE 1 1 1 1
TOTAL TRIMMINGS COST
$1.50 $9.00 $4.00 $4.00 $2.00 $1.00 $1.00 $2.10
AMOUNT $1.50 $9.00 $4.00 $4.00 $2.00 $1.00 $1.00 $2.10
$24.60
3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
AMOUNT
TOTAL LABOR COST
$8.20
3. TOTAL COST
$82.00 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$164.00 $328.00
COST DEVELOPMENT DATE: _________ DESCRIPTION:
October 7, 2012 _________ Crossbody
: SIZE RANGE: 1. MATERIAL
COLORS: YARDS
PRICE
Varied AMOUNT $28.70
INTERFACING ( LINING )
$16.00
TOTAL MATERIAL COST
$44.70
2. TRIMMINGS
QUANT.
INNER ZIPPER OUTER LEATHER TRIM INNER METAL LABEL HANDLE FUSING OUTER ZIPPER INNER LABEL STITCHING INNER LEATHER TRIM
PRICE 1 1 1 1
TOTAL TRIMMINGS COST
$2.00 $7.00 $3.50 $3.00 $2.35 $1.50 $1.00 $2.00
STYLE #: SEASON: WHOLESALE PRICE: RETAIL PRICE:
2c401 Fall
SKETCH
AMOUNT $2.00 $7.00 $3.50 $3.00 $2.35 $1.50 $1.00 $2.00
$22.35
3. LABOR CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING
AMOUNT $2.00 $1.74 $1.25 $1.21 $1.25
TOTAL LABOR COST
$7.45
3. TOTAL COST
$74.50 MATERIAL SWATCH
REMARKS: The front of the bag will be one color, the back side will be the other color. The trim and handles will be the neutral of the two colors.
$149.00 $298.00
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A.Brand Part II
STEP 12
STEP 11
STEP 10
STEP 9
STEP 8
STEP 7
STEP 6
STEP 5
STEP 4
STEP 3
STEP 2
MONTH STEP 1
OCTOBER Research market, begin to brainstorm Begin to design & sketch
NOVEMBER
DECEMBER
Order is confirmed
JANUARY
Fall
Major production begins
FEBRUARY
2013
Major production continued…
MARCH
Date to leave manufacturer, shipped by truck
APRIL
Receiving date in warehouse
MAY
IN-STORE DELIVERY:
FASHION MERCHANDISING PLANNING CALENDAR
Group is edited & previewed
SEASON/YEAR:
Shipping period, in-store promotions
JUNE
Receiving in retail space, in-store promotions
JULY
May-August
Store set up
AUGUST
Track retail selling, plan for next season
SEPTEMBER
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Introductory Floor Plan
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Beginning on hand: 171
Sales: 69
Ending on hand: 102
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Maintenance Floor Plan
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Beginning on hand: 102
Sales: 69
Ending on hand: 33
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Clearance Floor Plan
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Beginning on hand: 33
Sales: 33
Ending on hand: 0
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Duffle Duffle Duffle Duffle Duffle Duffle Duffle Duffle Duffle Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Slouch Slouch Slouch Slouch Slouch Slouch Slouch Slouch Slouch Side Handle Side Handle Side Handle Side Handle Side Handle Side Handle Side Handle Side Handle Side Handle Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch
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Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Zipper Closure Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Bowling with Crossbody Strap Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody
$ " " $ " " " " & $ $ $ " " " " $ $ $ $ $ " " " " " " " " " $ " " " " " " 1 1 1 2 1 1 1 1
Grand Total
171
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High Table Fixtures A, K, M, O
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Martin Table 24 x 48 Fixtures B, E, J
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Martin Table 30 x 60 Fixtures C, I
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Display Unit Fixtures D, N
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25 Tote Storage Unit Fixtures F, G, H
Cash Wrap
STYLE # 2c111 2c112 2c113 2c114 2c115 2c116 2c117 2c118 2c119 2c121 2c122 2c123 2c124 2c125 2c126 2c127 2c128 2c129 2c131 2c132 2c133 2c134 2c135 2c136 2c137 2c138 2c139 2c241 2c242 2c243 2c244 2c245 2c246 2c247 2c248 2c249
June
A. Brand
NEW ORDER
July
COMPLETE
DESCRIPTION Duffle Duffle Duffle Duffle Duffle Duffle Duffle Duffle Duffle Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Oversize Clutch Slouch Slouch Slouch Slouch Slouch Slouch Slouch Slouch Slouch Side Handle Clutch Side Handle Clutch Side Handle Clutch Side Handle Clutch Side Handle Clutch Side Handle Clutch Side Handle Clutch Side Handle Clutch Side Handle Clutch
X
BEGIN SHIP
VENDOR NAME
LABEL
COLOR Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange
A. Brand
ONE
SIZE
UNIT DISTRIBUTION PLAN
TOTAL UNITS 2 2 1 3 1 1 1 1 1 2 2 2 1 1 1 1 1 1 3 2 1 3 1 2 2 2 1 3 2 2 1 2 1 1 2 1
SHIPPED:
Fall
SEASON
WHOLESALE $214.00 $214.00 $214.00 $214.00 $214.00 $214.00 $214.00 $214.00 $214.00 $199.00 $199.00 $199.00 $199.00 $199.00 $199.00 $199.00 $199.00 $199.00 $184.00 $184.00 $184.00 $184.00 $184.00 $184.00 $184.00 $184.00 $184.00 $99.00 $99.00 $99.00 $99.00 $99.00 $99.00 $99.00 $99.00 $99.00
X
RETAIL TOTAL WHOLESALE TOTAL RETAIL $428.00 $428.00 $856.00 $428.00 $428.00 $856.00 $428.00 $214.00 $428.00 $428.00 $642.00 $1,284.00 $428.00 $214.00 $428.00 $428.00 $214.00 $428.00 $428.00 $214.00 $428.00 $428.00 $214.00 $428.00 $428.00 $214.00 $428.00 $398.00 $398.00 $796.00 $398.00 $398.00 $796.00 $398.00 $398.00 $796.00 $398.00 $199.00 $398.00 $398.00 $199.00 $398.00 $398.00 $199.00 $398.00 $398.00 $199.00 $398.00 $398.00 $199.00 $398.00 $398.00 $199.00 $398.00 $368.00 $552.00 $1,104.00 $368.00 $368.00 $736.00 $368.00 $184.00 $368.00 $368.00 $552.00 $1,104.00 $368.00 $184.00 $368.00 $368.00 $368.00 $736.00 $368.00 $368.00 $736.00 $368.00 $368.00 $736.00 $368.00 $184.00 $368.00 $198.00 $297.00 $594.00 $198.00 $198.00 $396.00 $198.00 $198.00 $396.00 $198.00 $99.00 $198.00 $198.00 $198.00 $396.00 $198.00 $99.00 $198.00 $198.00 $99.00 $198.00 $198.00 $198.00 $396.00 $198.00 $99.00 $198.00
ORDINARY
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2c251 2c252 2c253 2c254 2c255 2c256 2c257 2c258 2c259 2c361 2c362 2c363 2c364 2c365 2c366 2c367 2c368 2c369 2c371 2c372 2c373 2c374 2c375 2c376 2c377 2c378 2c379 2c481 2c482 2c483 2c484 2c485 2c486 2c487 2c488 2c489 2c491 2c492 2c493 2c494 2c495 2c496 2c497 2c498 2c499 2c401 2c402 2c403 2c404 2c405 2c406 2c407 2c408 2c409
Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Clasp Clutch Zipper Closure Zipper Closure Zipper Closure Zipper Closure Zipper Closure Zipper Closure Zipper Closure Zipper Closure Zipper Closure Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Coin Wallet Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Small Evening Bowling with Bowling with Bowling with Bowling with Bowling with Bowling with Bowling with Bowling with Bowling with Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Crossbody Strap Crossbody Strap Crossbody Strap Crossbody Strap Crossbody Strap Crossbody Strap Crossbody Strap Crossbody Strap Crossbody Strap
Wallet Wallet Wallet Wallet Wallet Wallet Wallet Wallet Wallet
Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange Black/Navy Black/Maroon Green/Orange Brown/Black Maroon/Orange Navy/Green Navy/Orange Brown/Navy Brown/Orange
3 3 1 3 2 2 2 3 2 3 2 2 3 2 2 2 2 1 3 3 3 2 2 2 2 3 3 3 3 3 2 2 2 2 2 2 2 2 2 3 2 2 2 2 2 2 1 1 2 1 1 1 1 1 0
$109.00 $109.00 $109.00 $109.00 $109.00 $109.00 $109.00 $109.00 $109.00 $74.00 $74.00 $74.00 $74.00 $74.00 $74.00 $74.00 $74.00 $74.00 $59.00 $59.00 $59.00 $59.00 $59.00 $59.00 $59.00 $59.00 $59.00 $133.00 $133.00 $133.00 $133.00 $133.00 $133.00 $133.00 $133.00 $133.00 $164.00 $164.00 $164.00 $164.00 $164.00 $164.00 $164.00 $164.00 $164.00 $149.00 $149.00 $149.00 $149.00 $149.00 $149.00 $149.00 $149.00 $149.00
$218.00 $218.00 $218.00 $218.00 $218.00 $218.00 $218.00 $218.00 $218.00 $148.00 $148.00 $148.00 $148.00 $148.00 $148.00 $148.00 $148.00 $148.00 $118.00 $118.00 $118.00 $118.00 $118.00 $118.00 $118.00 $118.00 $118.00 $268.00 $268.00 $268.00 $268.00 $268.00 $268.00 $268.00 $268.00 $268.00 $328.00 $328.00 $328.00 $328.00 $328.00 $328.00 $328.00 $328.00 $328.00 $298.00 $298.00 $298.00 $298.00 $298.00 $298.00 $298.00 $298.00 $298.00
$327.00 $327.00 $109.00 $327.00 $218.00 $218.00 $218.00 $327.00 $218.00 $222.00 $148.00 $148.00 $222.00 $148.00 $148.00 $148.00 $148.00 $74.00 $177.00 $177.00 $177.00 $118.00 $118.00 $118.00 $118.00 $177.00 $177.00 $399.00 $399.00 $399.00 $266.00 $266.00 $266.00 $266.00 $266.00 $266.00 $328.00 $328.00 $328.00 $492.00 $328.00 $328.00 $328.00 $328.00 $328.00 $298.00 $149.00 $149.00 $298.00 $149.00 $149.00 $149.00 $149.00 $149.00 $22,383.00
$654.00 $654.00 $218.00 $654.00 $436.00 $436.00 $436.00 $654.00 $436.00 $444.00 $296.00 $296.00 $444.00 $296.00 $296.00 $296.00 $296.00 $148.00 $354.00 $354.00 $354.00 $236.00 $236.00 $236.00 $236.00 $354.00 $354.00 $804.00 $804.00 $804.00 $536.00 $536.00 $536.00 $536.00 $536.00 $536.00 $656.00 $656.00 $656.00 $984.00 $656.00 $656.00 $656.00 $656.00 $656.00 $596.00 $298.00 $298.00 $596.00 $298.00 $298.00 $298.00 $298.00 $298.00 $44,808.00
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A. Brand Part III
SWOT Analysis Strengths • • •
Exceptional customer service Quality leather bags Classic pieces that last
Weaknesses • • •
No physical store High price point We are a new business that is not well known yet
Opportunities • • •
Growth to more department stores Growth to a physical A. Brand store Gaining Nordstrom’s customers as our own
Threats • •
•
Competition has loyal customers that may be hard to compete against Many consumers buy into fast fashion instead of more expensive, lasting pieces The downward economy
Introduce A. Brand’s Fall 2013 line to the public
Gain loyal customers
4
Ensure great customer service
Get customers to start buying our handbags
3
2
1
OBJECTIVE (WHAT DO YOU WISH TO ACHIEVE)
!
Allow customers to give A. Brand their information
Advertise in the store and around Chicago.
Have A. Brand employees in the handbag department of Nordstrom
Hold a viewing party at Nordstrom the night before the launch
STRATEGY (WHAT DO YOU PLAN TO DO)
! !
We will ask customers if they would like to add their name and e-mail address to our mailing list in order to receive news about sales and new lines
Have banners in Nordstrom and signs in the handbag department. Post on Twitter and Facebook. If they show the advertisement when purchasing they will receive an A. Brand reusable bag.
2 employees will be in attendance on weekdays, and 3 on weekends to answer questions and assist customers
Send out postcards to our most loyal customers and the first 40 Nordstrom cardholders to RSVP will have the opportunity to attend
TACTIC (HOW WILL YOU DO IT)
! !
$500
$400
$450
$790
$ BUDGET
! !
November 1, 2013
July 27, 2013
August 11, 2013
August 1, 2013
COMPLETION DATE
! !
Measure how many people’s information we get.
Keep track of how many customers come in and show the advertisement
Give customers cards with a website listed in order for them to rate their experience, if completed they receive 10% off next purchase
Measure how many pre sales are made that night
EVALUATION METHOD
! !
Marketing Plan
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Marketing Plan Budget Total Retail Value: $44,808 Promotional Budget: 6% Total Marketing Budget: $2,240 1. Jumpstart sales= $790 Graphic designer= $150 Postcards= $100 Mailing= $40 Tables, chairs, etc= $100 Models= $100 Bartender= $200 Employee overtime= $100 2. Ensure great customer service= $450 Employee Overtime= $450 3. Introduce A. Brandâ&#x20AC;&#x2122;s Fall 2013 line to the public= $400 Graphic designer= $200 Banners and posters= $200 Employee to publicize on social networks= $100 4. Gain loyal customers= $500 iPad= $500
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Marketing Plan Calendar 1. Jumpstart Sales Meet with graphic designer: July 1, 2013 Book bartender and models: July 1, 2013 First revisions for postcards: July 7, 2013 Final revisions for postcards: July 15, 2013 Final look-over for postcards: July 19, 2013 Send out postcard invitations: July 20, 2013 Set up tables, chairs, bags, etc: July 31, 2013 Completion Date: August 1, 2013 2. Ensure great customer service Choose employees: July 27, 2013 Inform employees of facts about line: July 29, 2013 Check survey, correct any flaws in customer service: August 3, 2013 Check in at the end of week 1: August 4, 2013 Completion date: August 11, 2013 3. Introduce A. Brandâ&#x20AC;&#x2122;s Fall 2013 line to the public Meet with graphic designer: July 5, 2013 First revisions: July 12, 2013 Start advertising on social networks: July 20, 2013 Final revisions: July 20, 2013 Final look-over: July 25, 2013 Post banners and posters: July 26, 2013 Completion date: July 27, 2013 4. Gain loyal customers Buy iPad: July 30, 2013 Distribute at Nordstrom: July 31, 2013 Check in to retrieve information: August 17, August 31, September 14, September 28 Completion date: November 1, 2013
Company Biography Amanda VanDrew is the founder and designer of the A. Brand Company. She is also the head for the new boutique that will be opening in Nordstrom Chicago in August 2013. VanDrew attended Columbia College Chicago for 3 and a half years and received her BA in Fashion Business and a minor in Marketing. She took classes pertaining to design, product evaluation, management, merchandising, advertising, marketing, and development. Her job at Vogue Boutique helped her to understand the process of creating a business and product line. She created A. Brand as a brand that would offer young professionals handbags tailored to their everyday lives. VanDrew believes that at this time in a young woman’s life she needs something durable and chic that will last through the wear and tear of a busy lifestyle. A. Brand was created to provide handbags that can adapt to any event in a woman’s life.
Press Release Contact: A. Brand Amanda VanDrew, Designer & Founder www.abrand.com
Tel: (815) 821-1470
For Immediate Release Saturday, July 20, 2013 Grand Opening of A. Brand boutique and Fall 2013 Line in Nordstrom A. Brand, a new handbag brand, will be opening a boutique in Nordstrom of Chicago, Illinois starting August 2, 2013. To promote the new boutique and line, there will be a small viewing party on August 1, 2013 at 7 pm. The first 60 Nordstrom cardholders to RSVP at www.abrand.com will be chosen to attend. At this viewing party, attendees will have the opportunity to view the handbags, purchase with a 5% discount, and will have access to an open bar. The new company was founded by Amanda VanDrew, a graduate of Columbia College Chicago. A. Brand provides women with high quality, classic leather bags that feature just a touch of trend. These bags are made to last and won’t go out of style. These are everyday bags that can adapt to any event in a woman’s life. With each bag comes a 3-year warranty. During the first two weeks of business, Amanda will feature numerous A. Brand experts in Nordstrom to ensure exceptional customer service and the answering of any questions her customers may have. “We are excited to meet our customers and help them find their perfect A. Brand handbag to suit their lifestyle exactly”, says Amanda.
A. Brand Amanda VanDrew Founder & Designer
Phone: (815) 821-1470 Chicago, IL www.abrand.com
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