YOHJI YAMAMOTO LITTLE BLACK DRESS Amanda Hansen
Table of Contents • • • • • • • • • • • • • • • • • • • • • • •
Executive Summary Mission Statement Vision Statement Social Responsibility Partnership Customer Profile Customer Narrative Mood Board Brand Extension Group Overview Images Classification Plan Master Page Cost Sheets Brand Identity Retail Partner Production Calendar Purchase Order Purchase Invoice Seasonal Sales Projection By Item Sales Projection Master Page Floor Plan Marketing Plan Press Kit Bibliography
3 4 4 5 6 7 9 10 11 16 17 18 28 29 30 31 32 33 34 35 36 40 45 2
Executive Summary Yohji Yamamoto’s Little Black Dress is the concept of taking the classic little black dress and putting Yohji’s spin on it. These new designs reach out the more daring and artistic women that don’t want to wear something so classic and simple. I drew inspiration from nature, not the nature you would see on a sunny day, but the type of nature when it is dark and ugly out. When the trees have no leaves and the sky is a dark grey. I thought if one day it could look elegant outside and the next it looks different, I wanted to create that with a collection.
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Mission “If you try to express something, you do it because you want to be understood. Well, sometimes I don’t care if no one understands me.” -Yohji Yamamoto The mission is to make people feel comfortable and confident inside and out.
Vision To enhance life and creativity through eye-opening designs.
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Social Responsibility Voices for Pets Is a non-profit organization committed to stopping violence against animals. Full of volunteers, they track animal abuse cases through the court system and then advocate for pets and animals who have been victimized. They seek to strengthen and enforce laws against animal crimes, and advocate successful prosecution of those who perpetuate crimes against animals.
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Customer Profile Demographic Segmentation
Sociocultural Segmentation
Cognitive Segmentation Behavioral Segmentation
Age Gender Household Size Income Occupation Education
35-45 Female 1 or 2 people in household $50,000 to $100,000 Professional College Graduate
Culture Religion Race Social Class Marital Status Psychographics
Any Culture Any Religion Any Race Middle-Class Single or Married Achievers
Degree of Knowledge Expert Benefits Sought Prestige Attitude Positive Brand Loyalty Store Loyalty User Status Payment Method Media Usage Usage Situation
Undivided Loyalty Undivided Loyalty Potential User Credit Card Magazines, TV Home, Work
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Customer Narrative The phone is humming a melody on Clarissa’s cell phone as she wakes up on a Monday morning. She hops out of her queen size bed as she grabs her robe and heads out into her New York City apartment kitchen. She starts up her cappuccino machine as she grabs her iPad to catch up on the latest Vogue issue before heading to a breakfast meeting with her team. Her apartment has the most gorgeous view overlooking central park where she sits and looks out. She takes a hot shower in her huge glass shower and then gets ready for the day. Clarissa teases her hair and throws it into a high poufy ponytail. She throws on her favorite ruffle textured black dress with the deep v-neck line and the broad shoulders. She takes the elevator down to the lobby of her apartment where she walks out to find her Mercedes parked under a big beautiful green tree. On her way to the breakfast meeting her sister texts her to make sure she will be attending her wedding in June and if she is bringing a guest. Clarissa tells her sister that she knows she will be in attendance alone. 7
Customer Narrative Clarissa pulls up to the restaurant where her meeting is being held, she hands her keys to the valet and heads inside where she sees her fashion team waiting for her. They discuss the new trends to add to her upcoming collection. She views about 100 sketches and confirms and denies them most of them. After her breakfast meeting she picks up her car from valet and heads to her office in Manhattan. Jeremy, the desk attendant, greets her with a warm smile as she heads up to the 18th floor. She sketches and sews all day and around 8pm she packs up her belongings and heads home. Once she reaches her apartment she makes herself some grilled chicken with a caesar salad on the side and watches sex and the city while she eats her meal alone. She cleans her dishes and fixes up her apartment a little bit before she sits down to answer a few emails and comes up with more sketches. In-between work she makes some green tea and adds a little but of honey. She then heads into the bathroom to wash her face and brush her teeth and heads back into bed. She sets her alarm to wake up early for a big meeting with a buyer in the morning. She turns off the lights and then quickly drifts asleep.
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Brand Extension Rationale Yohji Yamamoto’s Little Black Dress is a new brand extension that will be placed in Barneys. I’ve chosen for this collection to only be showcased in Barneys because I thought the Barneys customer will love this brand extension. The aesthetic of Barneys suits this collection as well. It is a daring brand that Barneys will welcome and help to grow.
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Group Overview
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Group Overview
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Group Overview
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Group Overview
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Group Overview
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Classification Plan 1. Year 1. 2015 2. 2016 3. 2017 4. 2018 2. Season 1. Fall 2. Winter 3. Spring 4. Summer 3. Class 1. Tops 2. Bottoms 3. Outerwear 4. Dresses 4. Subclass 1. Long Sleeve 2. Short Sleeve 3. Strapless 4. One Shoulder 5. Bottom 1. Slit 6. Dresses 1. Short 2. Long 7. Color 1. Black
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Assortment Master Page 1. Short Black Strapless Dress- #11431-01 2. Long Black One Shoulder Dress- #11442-01 3. Short Black Short Sleeve Dress- #11421-01 4. Long Black Long Sleeve Dress- #11411-01 5. Long Black Strapless Dress- #11432-01 6. Short Black One Shoulder Dress- #11441-01 7. Short Black Strapless Dress with Slit- #114311-01 8. Long Black Long Sleeve Dress- #11412-01 9. Long Black Strapless Dress with Slit- #114312-01 10. Short Black Short Sleeve Dress- #11422-01
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Cost Sheet Yohji&Yamamoto
Date:
2.Oct.14
Style&#&:
#11422.01 Fall&2015
Product&Description:&&&Short&Sleeve&Short&Black&Dress Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
325
Sug.&Retail:&
650
MATERIAL( Black&Wool&Knit&Blend
YARDS 2
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 9"&Invisible&Black&Zipper
(((((((((((((((((((((PRODUCT(SKETCH
11.9 QTY 1
PRICE 0.75
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 11.9
AMOUNT 0.75
0.75
(
(
AMOUNT 100
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
100
112.65
18
Cost Sheet Yohji&Yamamoto
Date:
2.Oct.12
Style&#&:
#114211.01
Product&Description:&&&Short&Black&Dress&with&Short&Sleeves&a&Slit&and&Exaggerated&Shoulders Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
400
Sug.&Retail:&
800
MATERIAL( Black&Wool&Knit&Blend
YARDS 2
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 20"&Metal&Boning 9"&Invisible&Zipper
(((((((((((((((((((((PRODUCT(SKETCH
11.9 QTY 3 1
PRICE 1.74 0.75
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 11.9
Fall&2015
AMOUNT 5.22 0.75
5.97
(
(
AMOUNT 110
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
110
127.87
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Cost Sheet Yohji&Yamamoto
Date:
2.Oct.12
Style&#&:
#11412.01 Fall&2015
Product&Description:&Short&Sleeved&Long&Black&Dress Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
387.5
Sug.&Retail:&
775
MATERIAL( Black&Wool&Knit&Blend
YARDS 2
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 9"&Invisible&Black&Zipper 20"&Metal&Boning
(((((((((((((((((((((PRODUCT(SKETCH
11.9 QTY 1 2
PRICE 0.75 1.74
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 11.9
AMOUNT 0.75 3.48
4.23
(
(
AMOUNT 100
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
100
116.13
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Cost Sheet Yohji&Yamamoto Date:
2.Oct.12
Style&#&:
#11432.01 Fall&2015
Product&Description:&&&Strapless&Long&Black&Dress&with&Exaggerated&Hips Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
375
Sug.&Retail:&
750
MATERIAL( Black&Wool&Knit&Blend
YARDS 3
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 24"&Black&Invisible&Zipper 20"&Metal&Boning
(((((((((((((((((((((PRODUCT(SKETCH
17.99 QTY 1 2
PRICE 1.49 1.74
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 17.99
AMOUNT 1.49 3.48
4.97
(
(
AMOUNT 105
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
105
127.96
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Cost Sheet Yohji&Yamamoto
Date:
2.Oct.14
Style&#&:
#11412.01 Fall&2015
Product&Description:&&&Black&Long&Dress&with&Long&Sleeves Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
250
Sug.&Retail:&
500
MATERIAL( Black&Wool&Knit&Blend
YARDS 3
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 24"&Black&Invisible&Zipper
(((((((((((((((((((((PRODUCT(SKETCH
17.99 QTY 1
PRICE 1.49
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 17.99
AMOUNT 1.49
1.49
(
(
AMOUNT 100
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
100
119.48
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Cost Sheet Yohji&Yamamoto Date:
2.Oct.14
Style&#&:
#11431.01 Fall&2015
Product&Description:&&Sleeveless&Black&Mini&Dress&with&Exaggerated&Edges Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
300
Sug.&Retail:&
600
MATERIAL( Black&Wool&Knit&Blend
YARDS 2
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 9"&Black&Invisible&Zipper 20"&Metal&Boning
(((((((((((((((((((((PRODUCT(SKETCH
11.9 QTY 1 3
PRICE 0.75 1.74
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 11.9
AMOUNT 0.75 5.22
5.97
(
(
AMOUNT 120
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
120
137.87
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Cost Sheet Yohji&Yamamoto
Date:
Oct/14
Style&#&:
#114112/01 Fall&2015
Product&Description:Long&black&dress&with&slit&going&up&leg&and&a&oyster&neckline. Sizes:&
S/XL
Season:
Colors:
Black
Wholesale:
375
Sug.&Retail:&
750
MATERIAL( Black&Wool&Knit&Blend
YARDS 3
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS Black&Zipper 20"&Metal&Boning 36L/22mm&Black&Leather&Button
(((((((((((((((((((((PRODUCT(SKETCH
17.99 QTY 1 11 1
PRICE 1.49 1.74 1.49
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 17.99
AMOUNT 1.49 19.14 1.49
22.12
(
(
AMOUNT 100
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
100
140.11
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Cost Sheet Yohji&Yamamoto
Date:
2.Oct.04
Style&#&:
#11441.01 Fall&2015
Product&Description:&&&&&One&Shoulder&Long&Black&Dress& Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
425
Sug.&Retail:&
850
MATERIAL( YARDS Black&Wool&Knit&Blend 4 1.5"&Matte&Black&French&Satin&Ribbon 1
PRICE 5.95 1.47
TOTAL&MATERIAL&COST& TRIMMINGS 20'&Metal&Boning 24"&Invisible&Black&Zipper
(((((((((((((((((((((PRODUCT(SKETCH
25.27 QTY 6 1
PRICE 1.74 1.49
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 23.8 1.47
AMOUNT 10.44 1.49
11.93
(
(
AMOUNT 100
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
100
137.2
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Cost Sheet Yohji&Yamamoto
Date:
2.Oct.12
Style&#&:
#11441.01 Fall&2015
Product&Description:&&&Short&Black&One&Shoulder&Dress Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
375
Sug.&Retail:&
750
MATERIAL( Black&Wool&Knit&Blend Black&Faux&Leather
YARDS 2 1
PRICE 5.95 6.99
TOTAL&MATERIAL&COST& TRIMMINGS 9"&Invisible&Black&Zipper 20"&Metal&Boning
(((((((((((((((((((((PRODUCT(SKETCH
18.89 QTY 1 4
PRICE 0.75 1.74
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 11.9 6.99
AMOUNT 0.75 6.96
7.71
(
(
AMOUNT 120
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
120
146.6
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Cost Sheet Yohji&Yamamoto
Date:
2.Oct.14
Style&#&:
#11421.01 Fall&2015
Product&Description:&&&Basic&Black&Long&Sleeve&Long&Dress Sizes:&
S.XL
Season:
Colors:
Black
Wholesale:
300
Sug.&Retail:&
600
MATERIAL( Black&Wool&Knit&Blend
YARDS 3
PRICE 5.95
TOTAL&MATERIAL&COST& TRIMMINGS 24"&Invisible&Black&Zipper& 12.5"&Metal&Boning
(((((((((((((((((((((PRODUCT(SKETCH
17.99 QTY 1 1
PRICE 1.49 1.24
TOTAL&TRIMMING&COST&
LABOR(
AMOUNT 17.99
AMOUNT 1.49 1.24
2.73
(
(
AMOUNT 100
& Swatch & TOTAL&LABOR&COST&
TOTAL(COST(OF(PRODUCT:
100
120.72
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Brand Identity Brand Identity • Sexy Distinct Characteristics • Artistic • Daring
• Custom Made Textiles • His Signature
Selling Appeal • Substantial • Silhouette
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Retail Partner • Barneys New York
Retail Distribution • Chicago - Oak Street • New York - Soho • Los Angeles – The Grove
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Production Calendar October
Research Industry Trends
November
Begin to Design and Sketch
December January
Concept, Mood Board, Color Story Create Silhouettes
February
Samples Ready
March
Selling to Retailers
April
Selling to Retailers
May
Line Edits
June
Production
July
Production
August September
Tags & Bags Track Retail Selling
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Purchase Order
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Purchase Invoice INVOICE Amanda Hansen 739 S. Morgan St. Chicago, Illinois 60607
Date
Invoice #
11/6/2014
94021
Bill To:
Ship To:
Barneys New York 837 Fifth Ave. New York, New York 10874
Barneys New York 847 N Michigan Ave. Chicago, Illinois 60638
P.O. Number
Terms
Rep
Ship
Via
F.O.B
738291
n/30
56
7/15/15
Truck
Store
Quantity
Style #
Description
14 11 13 13 12 13 14 13 12 10
114112 11441 11441 11421 11422 114211 11412 11432 11412 11431
Long Sleeve Long Black Dress One Shoulder Long Black Dress One Shoulder Short Black Dress Long Sleeve Long Black Dress Shore Sleeve Short Black Dress Short Sleeve Short Black Dress Short Sleeve Long Black Dress Strapless Long Black Dress Long Sleeve Long Black Dress Strapless Short Black Dress
Label/Brand Yohji Yamamoto
Price Each
Total Amount
$70.00 $68.50 $73.00 $60.00 $56.00 $63.50 $58.00 $63.50 $59.50 $68.50
$980.00 $753.50 $949.00 $780.00 $672.00 $825.50 $812.00 $825.50 $714.00 $685.00
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Seasonal Sales Projection by Item
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Sales Projection Master Page Introductory
40% Beginning on Hand Sales Ending on Hand
125 50 75
Maintenance
40% Beginning on Hand Sales Ending on Hand
Clearance Phase 1
75 34 41 10%
Beginning on Hand Sales Ending on Hand Clearance Phase 2
41 27 14 10%
Beginning on Hand Sales Ending on Hand
14 14 0
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Floor Plan
Second Position
Clearance
Mannequin First Position
Escalator
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Marketing Plan Overall Budget Total Wholesale: $7,996.50 % for Marketing Budget: 7% $ Marketing Budget: $5,597 Phase Budget Introduction Phase: 60% Maintenance Phase: 30% Clearance Phase: 10%
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Introduction Phase $7996.50 X 60% = $4,797 • Social Media • Facebook and Twitter • Print Ads • Vogue September Issue 2015 • Barney’s Catalog • Launch Event • In Barneys New York Location • Serving Champaign • Fashion Show with Yohji’s Dresses
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Maintenance Phase $7996.50 X 30% = $2,399 • Gift with Purchase • For a limited time everyone that makes a purchase from Yohji’s Fall 2015 collection we will offer a free red scarf. • This scarf is limited edition and is exclusive to Barneys. • Social Responsibility • 10% of every sale during this phase will go to Voices for Pets
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Clearance Phase $7,996.50 X 10% = $799 • Private Sale • We will offer an after hours event for the loyal Barneys customer. • This event will give customers the opportunity to shop Yohji’s collection before it goes on clearance to the public.
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Press Kit Yohji Yamamoto
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Press Release Press Release
For Immediate Release 12/11/14 Barney’s Teaming Up With Yohji Yamamoto (New York, NY) December 11, 2014 – Barneys New York is thrilled to announce that they are teaming up with Japanese fashion designer. Yamamoto is known for his avant-garde tailoring and his Japanese design aesthetics. The Yohji Yamamoto and Barneys collection will feature his take on the little black dress. Typical for his need to always change this up. The full collection will be available in 10 Barneys locations starting August 2015. Barneys will be hosting a launch event at the New York location. Champaign will be served as well as appetizers. There will a fashion show showcasing Yohji’s Fall 2015 collection for the first time. Yohji Yamamoto says, “I am beyond blessed to be a part of Barney’s. This will be an excellent way to spread my roots out to the U.S. more and for that audience to be able to experience my unique take on something so classic.” “Yohji Yamamoto is one the of most creative designers in fashion today. He doesn’t care about the norm he just wants to creative what he wants. He has such a passion that is infectious. I am so thrilled to be working with him,” says Mark Lee, Barneys CEO. Contact Information: Amanda Hansen Barneys New York 212-812-9571 Amanda.Hansen@barneyspr.com ###
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Recent Press NEW YORK, Nov. 14, 2014 /PRNewswire/ -- Last night, Barneys New York, the specialty luxury retailer, holiday windows and facade of Madison Avenue were unveiled yesterday to display a BAZ DAZZLED wonderland, a collaboration with world-renowned writer/director/producer Baz Luhrmann and designer Catherine Martin. A multiplatform initiative, BAZ DAZZLED merges the iconic visual language of Luhrmann's award-winning film work with the legendary wit and surprise of Barneys New York. Luhrmann and four-time Oscar winning production and costume designer Martin, along with the Barneys New York team under the lead of Creative Director Dennis Freedman, have taken traditional holiday themes and turned them upside down into a world of fantastical characters, enchanted environments, and luxurious, metallic textures. "From the first time my wife Catherine Martin and I found ourselves in New York back in the '80s, we always marveled at the way Barneys took the familiar and managed to turn it on its head. This way of seeing the world is somewhat akin to our own creative philosophy," said Baz Luhrmann. "Here we are now, so many years later in our adopted home, honored to join the pedigree of artists, performers, and creative organizations which have collaborated with Barneys, to take the familiar and turn it on its head." The tradition of holiday storytelling was at the center of the collaboration, conceived by Luhrmann, Martin, and the Barneys New York creative team. In this mythical BAZ DAZZLED world, classical woodland creatures come to life in an urban environment: a contortionist b-boy elf, a wise old 'True Owl' who speaks the truth, a graffiti-ing squirrel who makes use of his gold spray paint through Barneys and beyond, and Celestina the ice princess, eternally skating and longing to be set free—with the whole mythical world ruled over by the Luna and Solar Queens. Inspired by Luhrmann and Martin's extensive background in film, opera, theatre, and music, the expected becomes unexpected, the classic becomes modern, and the static comes alive in a series of live performances and interactive theater. Each window presents a snippet of these characters' stories, expressing the Luhrmann and Martin ethos of "Truth, Beauty, Freedom, and Love." "BAZ DAZZLED has allowed us an opportunity to bring theater to Madison Avenue," said Barneys New York Creative Director Dennis Freedman. "By integrating live performance into the windows, we are breaking the traditional mold of holiday windows for an exciting and unprecedented experience." Barneys New York, Luhrmann, and Martin have collaborated with breakout a cappella group Pentatonix— comprised of vocalists Scott Hoying, Kirstie Maldonado, and Mitch Grassi, vocal bass Avi Kaplan, and beatboxer Kevin "K.O." Olusola—who exclusively scored and recorded custom versions of classics for this collaboration. In addition to scoring the windows with original vocals and arrangements of classic holiday carols, Pentatonix provided actual vocals to several characters. Costumes for the characters in the BAZ DAZZLED world have been created by designer Zaldy in collaboration with Oscar-winning production and costume designer Catherine Martin. All performance elements featured in the windows were directed in collaboration with Luhrmann, Martin, Barneys New York, and Andrew Katz. After the unveiling, guests including Baz Luhrmann & Catherine Martin, Richard & Lisa Perry, Mark Lee, Amy Sacco, Aurelie Bidermann, Dakota Fanning, Dao-Yi Chow & Maxwell Osborne of Public School, Deborra-Lee Furness, Dennis Freedman, Estelle, Giovanna Battaglia, Jessica Joffe, Kate Foley, Lily Kwong, Meryl Poster, Michael Avedon, Pat Cleveland, Simon Doonan, Victoria Justice, Wendi Deng, and Zani Gugelmann made their way to the Central Park Zoo for an intimate dinner.
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Line Sheets Yohji Yamamoto
Little Black Dress Fall 2015 Delivery: July 15, 2015 through August 1, 2015 Colors: Black
Black Short Sleeve Dress Style #: 11422-01 $56.00/$1120.00
Black Short Sleeve Dress with Slit Style #: 114211-01 $63.50/$127.00
Long Black Short Sleeve Dress Style #: 11412-01 $58.00/$116.00
No Sleeve Long Black Dress Style #: 11432-01 $63.50/$127.00
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Long Sleeve Long Black Dress Style #: 11421-01 $59.50/$119.00
One Shoulder Long Black Dress Style #: 11441-01 $68.50/$137.00
Strapless Short Black Dress Style #:11431-01 $68.50/$137.00
Long Sleeve Long Black Dress with Slit Style #:114112-01 $70.00/$140.00
One Shoulder Short Black Dress Style #: 11441-01 $73.00/$146.00
Long Sleeve Long Black Dress with Slit Style #: 11421-01 $60.00/$120.00
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Designer Bio Yohji Yamamoto Yohji Yamamoto was born October 3rd 1943 in Tokyo Japan. Yamamoto graduated from Keio University with a degree in law in 1966. His further studies in fashion design at Bunka Fashion College led to a degree in 1969. He debuted in Paris in 1981. In an interview with the New York Times In 1983, Yamamoto said of his designs, “I think that my men’s clothes look as good on women as my women’s clothing did.” He loved the look of men’s clothing on women. So that is what his Y collection is about. In 2008, the Yohji Yamamoto Fund for Peace was established to foster development of China’s fashion industry and help to heal the long-standing enmity between China and Japan. Each year, and up and coming Chinese designer will be awarded with a two year scholarship to a fashion college in Japan.
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Brand Manager Bio Amanda Hansen Amanda Hansen was born on March 22, 1993 in Chicago Illinois. Hansen graduated from Columbia College Chicago with a degree in fashion business in 2015. Right out of college she was hired on to be Yohji Yamamoto’s brand manager. Where she supervises brand content, plan, develop, and direct marketing efforts, and implements details of a campaign to name a few.
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