I N T i M AT E S BY
MArC JACOBS Carol D’souza
Angelica Santiago
I N T i M AT E l y
UNCONVEN TIONAL
contents Outline of company Target market Target customer Preview of collection Mood Color story Fabric Story Scope & size Unique characteristics Competitors Tech Packages Time and Action Line list for the collection Unit Assortment Plan Target Manufacturer Branding and Advertising
OUTLINE 1986 - First collection backed by Onward Kashiyama 1993 - Marc Jacobs International Company launched 1994 - First full men’s collection 1997 - First Marc Jacobs free-standing store opens in NY City’s SoHo district 2001 - Diffusion line Marc by Marc Jacobs launched 2004 - First multi-brand store opened on Boston’s Newberry Street 2005 - 3 new multi-brand stores open LA & Florida 2006 - First free standing European store opens in Paris at The Palais Royal
'07
Continued with his peculiar ad campaigns London store opened Little Marc Jacobs launched First Marc by Marc Jacobs eyewear collection launched Daisy fragnance launched Opening of a Men’s & Women’s collection store Mount Street, London Multi-brand stores opened in Savannah, Georgia, Tokyo and another collection store in Moscow
'08
Marc by Marc Jacobs boutique opened in Chicago’s Bucktown Limited edition fragrances launched: 3 new Splash scents Marc by Marc Jacobs boutiques opened in Paris, Istanbul, and Athens.
TA R G E T M A R K E T 18 - 35 year old Wealthy people with a disposable income People who want quality Self-aware style conscious Open-minded Eclectic taste Sophi st i cat e d
customer profile 25 years old Experiencer Confident & bold Lives in NY Visits Miami Understands fashion & art Underground sense Trendsetter & style conscious Carries the brand
TA R G E T C U S T O M E R DEMOGRAPHIC 18 - 35 age range Wealthy people with a disposable income Above average womens audience Below average mens audience College graduates E-Commerce - Japan 44.4%, US 26.6%, France 4.1%
PSYCHOGRAPHIC Look at styles, not interested in following trends Social media presence Values fashion & art scene Most popular type of Apparel and Fashion Clothing Most potential for most Reach Highest popularity within demographic Most popular interests - Apparel and Fashion (189.03 popularity)
I N T I M A T E LY UNCONVENTIoNAL
MOOD
COLOUR STORY
FA B R I C S T O RY
TRENDING
SCope AND size “Technavio’s market research analyst predicts the global online lingerie market to grow at a CAGR of over 17% between 2016 and 2020. The increasing use of online channel as a key platform for shopping is one of the primary reason for the growth of this market. Online retailing provide a wide range of discounts, coupons, and offers, either from retailers or manufacturers directly. Hence, it attracts a wide number of consumers. Major players like L Brands provide special offers and discounts on the much sought after brand such as Victoria's Secret.”
unique characteristics Using unknown models or celebrities and placing them in strange and uncommon situations is recurring theme is Marc Jacobs advertisement campaigns. The brand is unique in its timeless luxury, unconventional twist and unpredictable n a t u r e . 'The front row of a Marc Jacobs show provides a snapshot of where, at any particular time, as a culture, we find ourselves.' Charlie Porter, deputy editor of Fantastic Man magazine.
competitors Each competitor has a brand image or brand identity with a unique edge. Whether its through their market positioning, brand beliefs and values, or their innovative marketing and promotional activities, they all have a different way of making their brand stand out. The price range between all competitors are quite similar, all positioned in the luxury category.
B A B Y D O L L T OP
COLOURWAY S
DELIVERY 1:Pantone 19-.4023 TCX(Navy)
DELIVERY 2: P·antone 19-.4005 TCX (Black)
MANUFACTURER Bldg. B, No. 15, Dianli Industrial Zone, Wutong, Huli District, Xiamen, Fujian, China (Mainland)
BABYDOLL THONG
COLOURWAYS
DELIVERY 1 :Pantone 19-40 2 3 TCX( N avy )
DELIVERY 2: Pantone 19-400 5 TCX {Black)
DELIVERY 3: Pantone 17-1048 TCX {Mustard)
MANUFACTURER Bldg. B, No. 15, Dianli Industrial Zone, Wut ong, Huli District, Xiamen, Fujian, China {Mainland)
BRALETTE
COlOURWAYS
DELIVERY 1:Pantone 14-1307 TCX(Taupe)
DELIVERY 2: Pantone 19-4005 TCX (Black)
MANUFACTURER Bldg. B, No. 15, Dianli Industrial Zone, Wutong, Huli District, Xiamen, Fujian, China (Mainland)
SLIPDRESS
COLOURWAYS
DELIVERY 1:Pantone 14-1307 TCX(Taupe}
DEUVERY 2: Panton·e 19 -400 5 TCX(Black)
DELIVERY 3: Pantone 19-1934 TCX (M aroon}
I
MANUFACTURER Bldg. B, N o. 15, Dianli Industrial Z one, Wutong, Huli District, Xiamen, Fujian, China {Mainland}
CORSET
--
-
-
-
-
-
-
-
-
-
-
COlOURWAYS
DELIVERY 1:Pantone 19-4023 TCX(N avy)
DELIVERY 2: Pantone 19M,40O5 rcx (Black)
MANUFACTURER Bldg. B, No. 15, Dianli Industria l Zone, Wutong, Huli District, Xiamen, Fu jian, China {Mainland}
P L AY S U I T
COLOURWAYS
DELIVERY 1: Pantone 19-1934 TCX (M aroon:)
MANUFACTURER Bldg. B, No. 15, Dianli Industrial Zone, Wutong, Huli District, Xiamen, Fujian, China (M ainland)
DELIVERY 2 : Pantone 19 .4005 TCX(Black)
I I
boyshorts
COLOURWAY S
DELIVERY 1 :Pa n t one 14-130 7 TCX (Taupe}
DEUVERY 2: Pantone 19-4005 TCX (Black)
DELIVERY 3 : Pantone19-1934 TCX (Maroon}
I
MANUFACTURER Bldg. B, N o . 15, Dianli Industrial Zone, Wut ong, Huli District, Xiamen, Fu jian, China (M ainland)
s h e e r t op
COLOURWAYS
DELIVERY 1: Pantone 19 .1934 TCX(Maroon:)
DELIVERY 2 : Pantone 19...4005 TCX(Black)
MANUFACTURER Bldg. B, No. 15, Dianli Industria l Zone, Wutong, Huli District, Xiamen, Fu jian, China (Mainland)
robe
COLOURWAYS
DELIVERY 1:Panton e 14-1307 TC X{Taupe}
DELIVERY 2 : Pantone 19-AOOS TCX(Black)
DELIVERY 3: Pantone19-193ATCX {Maroon}
MANUFACTURER Bldg. B, N o. 15, Dianli Industrial Z one, Wutong, Huli District, Xiamen, Fujian, China (Mainland)
c u t o u t b ra
COLOURWAYS
DELIVERY 1 : Pa,ntone 19-193.4 TCX (M,aroon)
DELIVERY 2 : Pantone 19·-.400 5 TCX(Black)
MANUFACTURER Bld g. B, No. 15, Dianli Industrial Zone, Wutong, Huli District, Xiamen, Fu jian, China {Mainland}
TIME AND ACTION
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#:315674
Description:
Season: A/W 17/18
Navy Cotton Twill/Lace Baby Doll Top Size range: XS-L
Allowance: 1/8" Colors:
Pantone 19-4023 TCX(Navy) Selling price: $200.00
Pantone 19-4005 TCX (Black)
310 BASIC APPAREL SAMPLE COST SHEET Da te:5 /24 /17
Style#:011918
Allowance: 1 / 8 "
Description:
Season: A/ W 1 7 / 1 8
Colors:
Plaid Silk/Wool Blend Thong Size range: XS-L
Material self
2.5
lining Interfacing
0 0
Trimming
Lace
labels, poly bags,
Yards
1
Price
Amount
$17.48 1150
1
price
amount
$3.49
1150
$1.08
1150
Selling price: $ 9 5 .0 0
Front/back
Material self quantity
Pantone 19-4023 TCX(Navy)
1
Yards
0.5 lining Interfacing 0 Trimming
quantity
Price
Amount
$19.99 1150 $3.50 price
1150 amount
hangtags, hangers,
labels, poly bags,
size tickets
1
hangtags, hangers, size tickets
Labor cutting sewing grading marking
Total:
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Labor cutting sewing grading marking
Total: total cost $23.45 mark up 86.2% wholesale cost $27.56
Per hour 0.30 0.35 0.40 0.35 $ 1.40
total cost $ 2 5 .97 mark up 69.4% wholesale cost $29.06
$1.08
1150
Pantone 19-4005 TCX (Black) Pantone 17-1048 TCX Front/back
310 BASIC APPAREL SAMPLE COST SHEET
310 BASIC APPAREL .SAMPLE COST SHEET Date:5/24/17
Style#: 301337
Allowance: 1/8"
Description:
Season: A/W 17/18
Black Knit/English Shadow Bralette Size range: XS-L
Material self Self 2
Yards
Trimming
quantity
0.5 0.5 lining 0 Interfacing 0
Colors:
Pantone 19-4005 TCX (Black) Selling price: $135.00
Price
$6.25 $8.75
price
Amount
1150 1150
amount
Pantone 14-1307 TCX (Taupe)
Front/back
Date:5/24/17
Style#: 514533
Description:
Season: A/W 17/18
Polyester Lace Corset
Size range: XS-L
Material self
2
Lining/bon ing
2
Interfacing
0
Trimming labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
$1.08
quantity
labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35
Selling price: $420.00
Price
Amount
$6.98
1000
$1.00
1000
price
$1.08
$ 1.40
total cost $10.46 mark up 96.8% wholesale cost $13.28
Colors:
Pantone 19-4005 TCX (Black)
amount
1150
Total: total cost $17.48 mark up 84.7% wholesale cost $20.61
Yards
Allowance: 1/8"
1000
Front/back
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#: 316806
Allowance: 1/8"
Description:
Season: A/W 17/18
Colors:
Polyester Lace/ Geometric Silk Woven Playsuit Size range: XS-L
Pantone 19-4005 TCX (Black) Pantone 19-1934 TCX Selling price: $300.00
(Maroon) Pantone 14-1307 TCX (Taupe)
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#: 316807
Description:
Season: A/W 17/18
Maroon Geometric Silk Print Boyshorts
2
Yards
Price
Amount
$35.00 850
Lining/bon 0 ing Interfacing 0 Trimming
Lace
labels, poly bags, hangtags, hangers, size tickets
1
quantity
1
price
$3.49 $1.08
amount
Pantone 19-1934 TCX Size range: XS-L
Selling price: $150.00
Front/back Material self Lining/bon ing Interfacing
1
Yards
Total:
Amount
price
amount
$17.50 850
0 quantity
850
Labor cutting sewing grading marking
Total: total cost $40.97 mark up 84.8% wholesale cost $45.69
Price
0
Trimming
labels, poly bags, hangtags,
Per hour 0.30 0.35 0.40 0.35 $ 1.40
(Maroon) Pantone 13-0905 TCX (Beige)
1
hangers, size tickets
Labor cutting sewing grading marking
Colors:
Pantone 19-4005 TCX (Black)
Pantone 13-0905 TCX Material self
Allowance: 1/8"
Per hour 0.30 0.35 0.40 0.35 $ 1.40
total cost $19.98 mark up 85.1% wholesale cost $22.42
$1.08
850
Front/back
310 BASIC APPAREL SAMPLE COST SHEET
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#: 315670
Allowance: 1/8"
Description:
Season: A/W 17/18
Colors:
Floral Printed Silk Slip Dress Size range: XS-L
Pantone 19-4005 TCX (Black) Selling price: $375.00
Pantone 19-1934 TCX (Maroon) Pantone 13-0905 TCX (Beige)
Material self
Yards
2.5
Price
Amount
$62.48 1000
Lining/bon 0 ing Interfacing 0 Trimming
quantity
price
amount
Date:5/24/17
Style#: 300317
Description:
Season: A/W 17/18
Polyester Lace Sheer Top Size range: XS-L
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
$1.08
Material
Yards
self
1.5
Lining/bon ing Interfacing
0
Pantone 19-4005 TCX (Black) Selling price: $200.00
Price
$5.23
Amount
900
0 quantity
price
amount
1000 labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total: total cost $64.96 mark up 80.7% wholesale cost $72.28
Colors:
Front/back
Trimming labels, poly bags, hangtags, hangers, size tickets
Allowance: 1/8"
total cost $7.71 mark up 95.1% wholesale cost $9.87
$1.08
900
Front/back
310 BASIC APPAREL .SAMPLE COST SHEET Date:5/24/17
Style#: 310378
Description:
Season: A/W 17/18
Polyester Lace/ Silk Wool Blend Robe Size range: XS-L
Material
Yards
self
3.5
Lining/bon ing
0
Interfacing
0
Trimming
labels, poly bags, hangtags, hangers,
quantity
1
size tickets
Labor cutting sewing grading marking
Total:
Per hour 0.30 0.35 0.40 0.35 $ 1.40
total cost $72.45 mark up 83.1% wholesale cost $84.56
Allowance: 1/8" Colors:
Pantone 19-4005 TCX (Black) Selling price: $500.00
Price
Amount
$69.97 850
price
$1.08
amount
850
Pantone 19-1934 TCX (Maroon)
Front/back
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#: 335415
Description:
Season: A/W 17/18
Polyester Lace Cut-out Bra Size range: XS-L
Material
Yards
self
1
Lining/bon ing Interfacing
0
labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
Selling price: $240.00
Price
$3.49
quantity
total cost $5.97 mark up 96.8% wholesale cost $7.70
Colors:
Pantone 19-4005 TCX (Black)
Amount
1100
0
Trimming
Allowance: 1/8"
price
$1.08
amount
1100
Front/back
UNIT ASSORTMENT PLAN
TA R G E T M ANUFACTURER Leading international manufacturer & supplier of lingerie, corsets, baby dolls, costumes, underwear, plus size lingerie and so on. The factory not only uses advanced sewing machines and professional processes to produce these items, but also employs experienced workers. They wholesale lingerie to over 4,500 retailers in more than 65 countries. OEM and ODM services are welcomed. Private labels and customers' designs are available.
Media focuses on one type of beauty. The stereotypical, conventional idea of beauty. Recently, there is more acceptance of different races, genders, body types, skin colours. To launch the Intimates by Marc Jacobs line, this campaign follows the Autumn/ Winter 2016 campaign, bringing in Missy Elliot again in order to showcase beauty. Intimately Unconventional asks you, What’s your UNCONVENTIONAL?
BRANDING
RECORD player cover
Outside
INside
hang taGs
PRODUCT LAUNCH
RECORD player cover
A week before release date, we will hold the prouct launch event with rapper & singer Missy Elliot as our entertainment. The first 100 people at the launch event will get free vinyl records of Missy Elliot, who has worked with Marc Jacobs before as a part of the Fall 2016 campaign. The venue will be Prince Street on BMT Broadway Line of the New York City Subway in Lower Manhattan. It is an unconventional location, but is also alking distance from the Marc Jacobs store.
MARC
A C O B S
ADVERTISING Our choice of marketing is through Instagram. A month ahead of the product launch party, we will tell followers to send polaroid photos of themselves with unconventional items or in unconventional settings. Without disclosing too much information about the actual launch yet, to keep the mysterious and edgyness that is Marc Jacobs.
ADVERTISING
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
SUMMER SALE : E NJ OY UP TO 40 % OFF SELECT STYlES
Q Search
Snip To:•
US
Steres
SigII III
My Bag (0)
MARC NE.W A RRIV A LS,
BAGS
ACCE S$ ORIES 1
SHOES
WATCHES
SEAUfY
EXCLUSIVES
KIDS
SA LE
ABOUT MARC
-
-
PRINT AD
UNCONVE IONA
Intimately Unconventional for Intimates by Marc Jacobs - Location: Times Square - Medium: Billboard
COMING SOON BY M A R C J A C O B S
-足-足-足-足