! ! ! ! !
!
!
! !
BY: ASHIMA CHAUHAN
! !
!!!!!!!!!!!!!!!!!!!!!!!!!!!
Table of Contents
!
! ! !
Executive Summary
4
Mission & Vision
5
Social Responsibility
6
Customer Profile
7
Customer Narrative
8-10
Brand Extension Rationale
11
Mood Board
12
Group Overview Images
13
Assortment Plan Assortment Master Page
14-15 16
Cost Sheets
17-26
Model Sheets
27-36!
Brand Identity
37
! !
!!!!!!!!!!!!!!!!!!!!!!!!!!!
Table of Contents
Retail Partner
38
Planning Calendar
39
Purchase Order
40
Sales Projections
41-43
Sales Master Page
44
Floor Plan
45
Marketing Plan
46-48
Marketing Calendar
49-50
Bibliography
51
! ! Executive summary !!!!!!!!!!!!!!!!
! !
! ! ! ! !
Zegna,!as!a!brand,!is!known!for!its!excellence!in!fabric!innovation!and!
quality.!The!quality!of!the!fabric!in!every!Zegna!product!has!been!pivotal!in!all!of!the! designs!and!creations!of!the!brand,!while!infusing!creativity!into!the!designs.!Thus,! in! a! bid! to! experiment! with! a! novel! fabric,! we! decided! to! develop! a! rather! unconventional,!yet!classic!collection!using!exclusively!LEATHER.!! In! recent! trends,! leather! jackets! have! become! synonymous,! not! only! with! casual! outerwear! but! have! also! gained! the! status! of! being! a! classic! style! and! an! alluring! and! essential! component! of! every! man’s! wardrobe.! We! decided! to! extensively!promote!this!style!by!having!a!collection!comprising!entirely!of!leather! outerwear! and! name! the! collection,! ‘Zegna! Cuoio’.! Cuoio! in! Italian! simply! means! “leather”.! Through! this! collection,! we! hope! to! entice! men! of! all! ages! to! adopt! this! style,!while!using!innovative!fabrics!and!further!extending!our!goals!and!beliefs.!!
!
4!
! !
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Mission & Vision
! ! !
MISSION STATEMENT! “An!enduring!passion!for!fabric,!innovation!and!quality!since!1910”! !
VISION STATEMENT! One!of!the!objectives!of!the!fourth!generation!is!to!ensure!continuity!for!the! values!that!stem!from!the!founder’s!philosophy,!which!are!the!heritage!not!only!of! the!family!but!of!everyone!working!in!the!Group.!Their!mission!is!to!keep!alive!the! idea! that! product! quality! can! only! flourish! where! there! is! a! “culture! of! beauty,! a! culture!that!must!also!respect!the!environment!and!local!communities.!At!Zegna!it!is! believed! that! high! quality! products! are! related! to! the! beauty! of! the! surroundings! and! to! the! wellness! of! the! people! involved.! Nature’s! protection,! social! life! and! cultural!activity!are!an!integral!part!of!both!work!and!leisure.! ! ! !
!
5!
!
! ! Social Responsibility !!!!!!!!
! ! ! !
SOCIAL RESPONSIBILITY PARTNER! FAI!(Italian!Environment!Fund)!is!a!nonOprofit!foundation!set!up!in!1975!for! the!protection!and!development!of!Italy’s!environmental!and!cultural!heritage.!Over! the! years! FAI! has! purchased,! restored! and! safeguarded! important! yet! neglected! properties! in! Italy,! which! are! now! open! to! the! public.! Safeguarding! these! heritage! sites! benefits! civilians! by! helping! to! promote! a! "culture! of! beauty"! and! a! greater! appreciation!of!Italy’s!natural,!historical!and!cultural!heritage.!! !
!
6!
! !
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Customer Profile
! ! !
Segmentation Bases Geographic
Demographic
Sociocultural
Effective & Cognitive
Behavioral
Illustrative Categories Region! City!Size! Population! Climate Age! Gender! Household!Size! Income! Occupation! Education! Culture! Social!Class! Marital!Status! Psychographics! Degree!of!knowledge! ! Benefits!sought! Attitude! Brand!loyalty! Store!loyalty! Usage!rate! User!status! Payment!method! Media!usage! Usage!situation!
United!States! Large! ~10,000!per!sq!mi! Four!Seasons! 20H60yrs!of!age! Male! 1H3! 300,000+! Higher!level!profession! WellHeducated! American! Upper!class! Single/Married! Achievers! Fair;!knowledgeable!about!designer! labels! Prestige! Neutral! ! Divided! Undivided! Medium! Current!User! Credit/Debit!Card! Newspaper,!TV! Vacation!
!
!
7!
! ! Customer Narrative !!!!!!!!!!!!!!
! !
John!Dorian!wasn’t!exactly!fond!of!waking!up!to!his!wife!and!the!cleaning! lady,!Magda,!bickering!over!how!her!work!at!the!house!warranted!a!higher!pay.!His! wife,! Susan,! was! an! extremely! compassionate! woman,! but! when! it! came! to! their! household!expenditures,!she!was!rather!frugal.!John!himself!didn’t!care!much!about! his!cleaning!lady’s!salary,!but!when!it!came!to!business,!he!was!quite!ruthless!and! could!squeeze!every!last!penny!out!of!his!competitors.!John!and!Susan’s!frugality!is! what! a! lot! of! their! friends! would! say! was! the! reason! they! got! along! so! well! –! they! had! been! married! for! over! fourteen! years! and! had! an! amazing! bond.! Some! even! speculated! as! to! whether! that! was! the! reason! they! decided! against! having! any! children.! Despite! possessing! stingy! personalities,! they! were! well! known! for! their! extremely! alluring! house! and! definitely! did! not! hold! back! with! their! lavish! dinner! parties.! John! and! Susan! always! collaborated! while! hosting! these! parties! and! prepared! some! of! the! most! exquisite! dishes! for! their! guests.! ! John! was! an! unconventional!husband!who!enjoyed!cooking!just!as!much!as!his!wife!and!would!! ! !
!
8!
! ! Customer Narrative !!!!!!!!!!!!!!
! ! be! extremely! delighted! in! lending! her! a! helping! hand! when! it! came! to! throwing! some!of!the!most!notable!parties!in!town.!Together,!they!made!a!fabulous!team!!! John’s! sleep! was! crucial! to! him! and! being! woken! up! by! an! altercation! between!two!women!was!definitely!one!of!his!pet!peeves.!But!on!this!particular!day,! he! didn’t! let! it! bother! him.! ‘Today’s! about! me’,! he! told! himself! and! he! slapped! the! snooze!button!on!his!alarm,!threw!a!pillow!on!top!of!his!head!and!curled!up!in!his! bed,!sleeping!in!for!an!hour!longer.!On!a!usual!day,!John!would!sleep!till!6:00!am,!get! a! quick! workout! in! the! basement! gym,! quickly! blend! up! a! Muscle! Milk! drink! for! himself! (protein! shakes! were! his! favorite!),! read! the! important! headliners! in! the! newspaper!and!then!jumped!in!the!shower.!Soon!after!his!wife!would!brew!up!some! hot!coffee!to!take!to!work!and!then!he!would!head!out!to!a!monotonous!day!at!work.! The! only! thing! he! looked! forward! to! at! the! end! of! a! typical! weekday! would! be! watching! the! onset! of! HBO! series! from! 9:00! pm! onwards,! and! getting! to! spend! quality!time!with!his!wife.!! Living!in!the!suburbs!caused!him!to!leave!for!work!a!lot!earlier!than!required,! as!his!insurance!company!was!situated!in!downtown!Seattle.!When!he!would!often!!
!
9!
! ! Customer Narrative !!!!!!!!!!!!!!
! ! get! frustrated! with! highway! traffic! in! the! morning! (he! despised! driving)! he! would! think!to!himself,!‘What’s!the!point!of!getting!there!early!anyway?!I’m!the!boss!of!the! company!’! Yes,! he! indeed! prided! himself! on! accomplishing! a! great! deal! in! his! life,! having! come! from! a! notWso! fortunate! background.! He! would! often! try! to! speed! through! in! his! silver! classic! Porsche! Speedster! to! beat! early! morning! rushWhour! traffic,!but!sadly!to!no!avail.!! On! the! weekends,! or! just! whenever! he! would! feel! a! bit! adventurous,! he! would!ditch!his!classy!sports!car!and!drive!around!in!his!Jeep!CJ.!And!today!was!one! of!those!days!that!he!would!be!able!to!make!the!most!out!of!driving!around!in!an!offW road! vehicle.! After! ten! months! of! slogging! and! working,! he! thought! he! deserved! a! break.!So,!he!rented!out!a!cabin!in!the!woods!and!decided!to!go!hiking!and!camping! by! himself! to! cool! off! from! work! stress.! Nothing! felt! better! or! relieved! him! more! than! to! being! out! in! nature,! having! spent! most! of! his! childhood! on! a! farm.! After! pressing!the!snooze!button!a!couple!of!times,!he!decided!to!finally!get!out!of!bed!and! was!ready!for!a!weekend!of!adventure.!!
!
10!
! !
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Brand Rationale
! ! !
Zegna!is!a!well+known!brand!mainly!for!its!fine!men’s!suiting/!! clothing! –! thus! by! default! have! a! large! customer! base.! By! introducing! a! collection!dedicated!to!leather!jackets!and!outerwear,!our!goal!is!to!not!only! be!extend!our!brand!into!an!untapped!product!base,!but!also!reaching!out!to! a! different! market,! while! enticing! our! current! loyal! customers! to! try! out! a! different! style.! Leather! is! a! very! generational! fabric! and! while! it! appeals! to! younger! customers! more,! the! design! and! silhouette! of! each! piece! in! our! collection!incorporates!a!classic!look!that!can!be!worn!by!men!of!any!age.!! The! fabrication! definitely! plays! a! big! part! in! the! appeal! of! this! collection.! Zegna! has! produced! a! few! leather! garments! in! the! past,! but! this! collection! mirrors! a! more! extensive! approach! to! elaborate! the! signature! fabric! within! unconventional! silhouettes! and! designs,! enabling! a! liking! in! men! of! every! age.! Not! many! designer! labels! come! out! with! an! exclusive! leather+oriented!collection!and!this!would!definitely!fill!a!distinct!niche!in!the! market.!! !
!
11!
! !
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Assortment Plan
1. YEAR 1. 2. 3. 4.
2012! 2013! 2014! 2015!
!
2. SEASON A. Spring! B. Fall! C. Summer! D. Winter! !
3. CLASS
!
1. Tops! 2. Bottoms! 3. Outerwear!
4.!!SUB-CLASS! 1. 2. 3. 4.
Outerwear! Jacket! Vest! Long!Jacket!
! ! ! ! ! !
14!
! !
! !
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Assortment Plan
! !
5.!!COLLAR/LAPEL! 1. 2. 3. 4. 5. 6. 7. 8.
Standard!collar! Shawl!lapel! Standing!collar! Tunic!collar! Shifted!lapel! Stylized!collar! VLneck!! Rolled!collar!
6.!!COLOR! 1. 2. 3. 4. 5. 6.
Black! Grey! Dark!Brown! Blue! Beige! White!
!
7.! FABRICATION! 1. 2. 3. 4. 5. 6.
Leather! Leather/Suede! Leather/Fur! Leather/Poplin! Glazed!Cotton! Glazed!Cotton/Stonewashed!leather!
!
!
15!
! Assortment Master Page !
! !
DESCRIPTION
STYLE NUMBER COLOR
1.
Straight!collar!jacket!!!
!
!
#2B3111!!!
!
Black!
2.
Straight!collar!jacket!!!
!
!
#2B3121!!!
!
Grey!
3.
Straight!collar!jacket!!
!
!
#2B3131!!!
!
Dark!Brown!
4.
Shawl!lapel!jacket!!!
!
!
#2B3126!!!
!
Grey!
5.
Standing!collar!jacket!!!
!
!
#2B3156!!!
!
Beige!
6.
Tunic!collar!jacket!!!
!
!
#2B3131!!!
!
Dark!Brown!
7.
Shifted!lapel!jacket!!!
!
!
#2B3121!!!
!
Grey!
8.
Shifted!lapel!jacket!!
!
!
#2B3141!!!
!
Blue!
9.
Exaggerated!forward!roll!yolk!! !
#2B3131!!!
!
Dark!Brown!
10.
VIneck!!
!
!
#2B3112!!!
!
Black!
11.
Long!Coat!w/fur!collar!!! !
!
#2B3131!!!
!
Black!
12.
Poplin/Leather!!! !
!
!
#2B3163!!!
!
White!
13.
Vest!!!
!
!
#2B3121!!!
!
Black!
!
!
!
!
!
!
16!
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket1 Sizes:(36,(38,(40,(42,44 Colors: Black,(Dark(Brown,(Grey
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:(
YARDS
100%(Leather( Lining
PRICE
2.5 3
$24 $6
TOTAL(MATERIAL(COST( TRIMMINGS
QTY
PRICE
3 1 4 3 1
$0.75 $1.05 $1.75 $1.50 $4
TOTAL(TRIMMING(COST(
Cutting Labor Marking Grading
$213 $426
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
$60 $18
78
Zipper Fusing Buttons Zipper(pull Shoulder(pads
LABOR(
2B31111
AMOUNT
$2.25 $1.05 $7.00 $4.50 $4.00
18.8
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
106.4
17
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket2 Sizes:(36,(38,(40,(42 Colors: Grey
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
Stonewashed(Leather Glazed(Cotton
PRICE
2 1
$15 $25
$30 $25
55 QTY
PRICE
AMOUNT
Fusing Buttons
1 8
$1.05 $1.75
$1.05 $14.00
Shoulder(pads
1
$4
$4.00
TOTAL(TRIMMING(COST(
LABOR(
Cutting Labor Marking Grading
$168 $336
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
TOTAL(MATERIAL(COST( TRIMMINGS
2B31226
19.05
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
83.65
18
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket3 Sizes:(36,(38,(40,(42 Colors: Beige
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
Stonewashed(Leather
PRICE
2.5
$15
$37.50
37.5 QTY
PRICE
AMOUNT
Fusing Buttons
1 6
$1.05 $1.75
$1.05 $10.50
Shoulder(pads
1
$4
$4.00
TOTAL(TRIMMING(COST(
LABOR(
Cutting Labor Marking Grading
$125 $250
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
TOTAL(MATERIAL(COST( TRIMMINGS
2B31356
15.55
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
62.65
19
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket4 Sizes:(36,(38,(40,(42 Colors: Dark(Brown
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
100%(Leather
PRICE
3
$14
TOTAL(MATERIAL(COST( TRIMMINGS
QTY
PRICE
3 1 3 3 1
$0.75 $1.05 $1.75 $1.50 $4
TOTAL(TRIMMING(COST(
Cutting Labor Marking Grading
$138 $276
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
$42
42
Zipper Fusing Buttons Zipper(pull Shoulder(pads
LABOR(
2B31431
AMOUNT
$2.25 $1.05 $5.25 $4.50 $4.00
17.05
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
68.65
20
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket5 Sizes:(36,(38,(40,(42 Colors: Blue,(Grey
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
100%(Leather
PRICE
3
$14
TOTAL(MATERIAL(COST( TRIMMINGS
$42
42 QTY
PRICE
AMOUNT
1 1
$0.75 $1.05
$0.75 $1.05
Zipper(pull Shoulder(pads
3 1
$1.50 $4
$4.50 $4.00
TOTAL(TRIMMING(COST(
Cutting Labor Marking Grading
$124 $248
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
Zipper Fusing
LABOR(
2B31521
10.3
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
61.9
21
Cost Sheets Date:'June'20,'2012 Product'Description:'Jacket6 Sizes:'36,'38,'40,'42 Colors: Dark'Brown
MATERIAL(
Style'#':
Season:'Fall'2013 Wholesale: Sug.'Retail:' YARDS
100%'Leather
PRICE
2.5
$14
TOTAL'MATERIAL'COST' TRIMMINGS
QTY
PRICE
3 1 4 3 1
$0.75 $1.05 $1.75 $1.50 $4
TOTAL'TRIMMING'COST'
Cutting Labor Marking Grading
$127 $254
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
$35
35
Zipper Fusing Buttons Zipper'pull Shoulder'pads
LABOR(
2B31631
AMOUNT
$2.25 $1.05 $7.00 $4.50 $4.00
18.8
(
(
AMOUNT
$2 $7 $0.25 $0.35 ' Swatch '
TOTAL'LABOR'COST'
TOTAL(COST(OF(PRODUCT:
9.6
63.4
22
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket7 Sizes:(36,(38,(40,(42 Colors: Black
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
100%(Leather Suede
PRICE
2 1
$14 $18
TOTAL(MATERIAL(COST( TRIMMINGS
QTY
PRICE
3 1 4 3 1
$0.75 $1.05 $1.75 $1.50 $1
TOTAL(TRIMMING(COST(
Cutting Labor Marking Grading
$142 $284
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
28 18
46
Zipper Fusing Buttons Zipper(pull Elastic
LABOR(
2B31712
AMOUNT
$2.25 $1.05 $7.00 $4.50 $0.55
15.35
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
70.95
23
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket8 Sizes:(36,(38,(40,(42 Colors: Black
MATERIAL( 100%(Leather
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
PRICE
3 1.7
Fur
$14 $14.95
42 25.415
67.415 QTY
PRICE
AMOUNT
Fusing Buttons
1 4
$1.05 $1.75
$1.05 $7.00
Shoulder(pads
1
$4
$4.00
TOTAL(TRIMMING(COST(
LABOR(
Cutting Labor Marking Grading
$178 $356
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
TOTAL(MATERIAL(COST( TRIMMINGS
2B33131
12.05
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
89.065
24
Cost Sheets Date:(June(20,(2012 Product(Description:(Jacket9 Sizes:(36,(38,(40,(42 Colors: White
MATERIAL( 100%(Leather
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
PRICE
2 1
Poplin
$14 $8
TOTAL(MATERIAL(COST( TRIMMINGS
QTY
PRICE
3 1 6 2 1
$0.75 $1.05 $1.75 $1.50 $1
TOTAL(TRIMMING(COST(
Cutting Labor Marking Grading
$125 $250
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
28 8
36
Zipper Fusing Buttons Zipper(pull Elastic
LABOR(
2B31863
AMOUNT
$2.25 $1.05 $10.50 $3.00 $0.55
17.35
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
62.95
25
Cost Sheets Date:(June(20,(2012 Product(Description:(Vest1 Sizes:(36,(38,(40,(42 Colors: Black
MATERIAL(
Style(#(:
Season:(Fall(2013 Wholesale: Sug.(Retail:( YARDS
Glazed(Cotton
PRICE
2
$25
TOTAL(MATERIAL(COST( TRIMMINGS
QTY
PRICE
1 8
$1.05 $1.75
TOTAL(TRIMMING(COST(
Cutting Labor Marking Grading
$150 $300
AMOUNT (((((((((((((((((((((PRODUCT(SKETCH
50
50
Fusing Buttons
LABOR(
2B32111
AMOUNT
$1.05 $14.00
15.05
(
(
AMOUNT
$2 $7 $0.25 $0.35 ( Swatch (
TOTAL(LABOR(COST(
TOTAL(COST(OF(PRODUCT:
9.6
74.65
26
! !
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Brand Identity !
! !
Retro. Striking. Suave.
SELLING APPEAL ! Classic!wardrobe!component!that!every!man!desires!to!own.!! ! Synonymous!with!celebrities.! ! Youthful!appeal,!and!can!be!worn!by!men!of!all!ages.!! !
DISTINCT CHARACTERISTICS OF THE PRODUCT ! Exclusive!leather@oriented!collection.! ! Fine!fabric!quality.! ! Unconventional!silhouette.! ! It!can!be!worn!through!all!seasons!of!the!year.!! ! Rugged,!yet!classic!appeal.! ! ! ! !
37!
!
! !
!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Retail Partner
! ! ! The!retail!partner!selected!to!display!the!items!of!this!collection!is!!
MARK!SHALE,!Chicago.!! !
! ! !
LOCATIONS! ! 900!N!Michigan!Avenue,!Chicago!IL! ! 1240!Northbrook!Ct,!Northbrook,!IL! ! 90!Oakbrook!Center,!Oak!Brook,!IL! ! ! ! !
38!
! !
!!!!!!!!!!!!!!!!!!!!!!!!
Planning Calendar
!
SEASON/YEAR: FALL 2013 MONTH
IN-STORE DELIVERY: AUGUST STEPS
October 2012
Research!market.!
November
Begin!to!design!&!sketch.!
December
Swatch!&!begin!to!make!samples.!
January 2013
Early!production,!retail!orders!placed.!
February
Planning!&!Prospecting.!
March
Major!Production!begins.!
April
Major!Production!continued‌.!
May
InCStore!Promotions.!
June
Shipping!period;!InCstore!Promotions.!
July
Shipping!period;!InCstore!Promotions;!records!period.!
August
Store!SetCup.!
September!
Track!retail!selling;!plan!for!next!season.!
! !
39!
Description Jacket1 Jacket1 Jacket1 Jacket2 Jacket3 Jacket4 Jacket5 Jacket5 Jacket6 Jacket7 Jacket8 Jacket9 Vest
( Color Black D.(Brown Grey Grey Beige D.(Brown Blue Grey D.(Brown Black Black White Black 36
Purchase Order 3
2 1
2
1 0 0 0 1 1 0 0 0 2
1 1
1
44
4
3 2 1 1 2 0 2 2 1 0 1 2
42
4
4 2 2 2 3 2 2 2 2 1 2 2
SIZE 40
4 2 2 0 1 2 3 3 3 2 3 3
38
2 1 2 1 3 3 2 2 1 3
TTL Units 14 14 8 8 4 8 5 11 11 8 5 7 12
Wholsale $(((213.00 $(((213.00 $(((213.00 $(((168.00 $(((125.00 $(((138.00 $(((124.00 $(((124.00 $(((127.00 $(((142.00 $(((178.00 $(((125.00 $(((150.00
Retail $(((((((426.00 $(((((((426.00 $(((((((426.00 $(((((((336.00 $(((((((250.00 $(((((((276.00 $(((((((248.00 $(((((((248.00 $(((((((254.00 $(((((((284.00 $(((((((356.00 $(((((((250.00 $(((((((300.00
Ven# Vendor(Name( Beg.(Ship Complete Terms Label Dept Season Buyer Date PO# Retailer 583027 ERMENGILDO(ZEGNA 7/24/13 7/31/13 4/10,(n/30 Zegna(Cuoio Men's Fall(2013 Mark 1/3/12 5672974 Mark(Shale New(Order(__X__ Confirmation(__X__ Ordinary__X__ 8/10(EOM Shipped:( ( Special______ Style # 2B31111 2B31131 2B31121 2B31226 2B31356 2B31431 2B31521 2B31541 2B31631 2B31712 2B33131 2B31863 2B32111
115
$((18,698.00
TWS $((((2,982.00 $((((2,982.00 $((((1,704.00 $((((1,344.00 $((((((((500.00 $((((1,104.00 $((((((((620.00 $((((1,364.00 $((((1,397.00 $((((1,136.00 $((((((((890.00 $((((((((875.00 $((((1,800.00
$((37,396.00
TR $((((5,964.00 $((((5,964.00 $((((3,408.00 $((((2,688.00 $((((1,000.00 $((((2,208.00 $((((1,240.00 $((((2,728.00 $((((2,794.00 $((((2,272.00 $((((1,780.00 $((((1,750.00 $((((3,600.00
#############40
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Sales Projection
INTRODUCTORY PHASE !
Product (classified by fabric)
Units
Sold
On-Hand
! 100%!Leather! Jacket!1! Jacket!4! Jacket!5! Jacket!6! ! Stonewashed! Leather! Jacket!2! Jacket!3! ! Glazed!Cotton! Vest! ! Leather!+!Trims! Jacket!7! Jacket!8! Jacket!9! ! Totals!
! 71! ! ! ! ! ! 12! ! ! ! 12! ! ! 20! ! ! ! ! ! 115!
! 40! ! ! ! ! ! 6! ! ! ! 5! ! ! 13! ! ! ! ! ! 64!
! 31! ! ! ! ! ! 6! ! ! ! 7! ! ! 7! ! ! ! ! ! 51!
!
!
41!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Sales Projection
MAINTENANCE PHASE !
Product (classified by fabric)
Units
Sold
On-Hand
! 100%!Leather! Jacket!1! Jacket!4! Jacket!5! Jacket!6! ! Stonewashed! Leather! Jacket!2! Jacket!3! ! Glazed!Cotton! Vest! ! Leather!+!Trims! Jacket!7! Jacket!8! Jacket!9! ! Totals!
! 31! ! ! ! !
! 22! ! ! ! ! ! 4! ! ! ! 3! ! ! 6! ! ! ! ! ! 35!
! 9! ! ! ! ! ! 2! ! ! ! 4! ! ! 1! ! ! ! ! ! 16!
6! ! ! ! 7! ! ! 7! ! ! ! ! ! 51!
!
!
!
42!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Sales Projection
CLEARANCE PHASE (30% OFF) !
Product (classified by fabric)
Units
Sold
On-Hand
! 100%!Leather! Jacket!1! Jacket!4! Jacket!5! Jacket!6! ! Stonewashed! Leather! Jacket!2! Jacket!3! ! Glazed!Cotton! Vest! ! Leather!+!Trims! Jacket!7! Jacket!8! Jacket!9! ! Totals!
! 9! ! ! ! ! ! 2! ! ! ! 4! ! ! 1! ! ! ! ! ! 20!
! 9! ! ! ! ! ! 2! ! ! ! 4! ! ! 1! ! ! ! ! ! 20!
! 0! ! ! ! ! ! 0! ! ! ! 0! ! ! 0! ! ! ! ! ! 0!
! !
!
! !
!
43!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Sales Master Page
!
INTRODUCTORY PHASE 55% Beginning!on!hand!!!
!
115!
Sales!!
!
!
!!64!
!
!
!!51!
!
Ending!on!Hand! !
MAINTENANCE PHASE 30% Beginning!on!hand!!!
!
!!51!
Sales!!
!
!
!!35!
!
!
!!16!
!
Ending!on!Hand! !
CLEARANCE PHASE 15%
!
Week#1!
!
!
!
!!!!6!
Week#2!
!
!
!
!!!!4!
Week#3!
!
!
!
!!!!3!
Week#4!
!
!
!
!!!!3!
44!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Marketing Plan
MARKETING BUDGET Total Retail Sales
$37,396
% Marketing Budget
15%
$ Marketing Budget
$8,500
!
46!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Marketing Plan
INTRODUCTORY PHASE !
Objective!!
!
Strategy1!! Tactics! !
!
! !
! !
! !
! !
Control !
Reinvigorate!existing!customers,!as!well!as!entice!newer! target!markets.!!! Trunk!show/!Launch!Event.!! ! !
! ! Methods!!
Strategy2! Tactics!!
Control Methods!!
Set!show!launch!date.! Send!private!invitations!to!select!customers.!! Hire!DJ!+!Select!cocktails,!hors!d’oeuvre!to!be!served.!! SetFup!displays.! Send!merchandise!to!store!outlets.!! CustomForder!jackets!made!for!customers,!before!official! launch!inFstores.!! Advertising! campaign! to! introduce! new! collection! to! untapped!customers.! Model! selection! +! Photoshoot! for! publication! in! magazines!(GQ,!Esquire,!Men’s!Vogue,!etc.);!Billboard!ads,! etc.!! Social! media! awareness! –! capitalize! the! introduction! of! the!new!collection!in!Zegna!social!media!profiles.!! Online!advertisement!+!Email!blasts.!! Buy!1!jacket!–!30%!OFF!any*!Zegna!shirt.!!!!!!!!!!!
! ! ! ! ! ! ! ! ! *Conditions!apply!
!
47!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Marketing Plan
MAINTENANCE PHASE ! !
Objective!! Strategy1! Tactics!
To!ensure!brand!loyalty!and!build!a!strong!clientele!base.! !
!
Control Methods!! !
Strategy2!! Tactics!
!
!
!
!
!
!
!
Control
! Methods!!
!
Personalize!experience!for!the!customers.!! Sales! Representative! Training! –! aimed! to! improve! customer!relationship.!! Make! followFup! calls! to! inquire! about! satisfaction,! disappointments,!requests,!etc.! Offer!special!discounted!rates!to!premium!customers.! Personal!delivery!open!to!premium!customers.!! Offer! replacements,! alterations,! full! refund! (within! 30! days! of! purchase)! to! any! grievance/complain! by! a! customer!at!the!time!of!purchase.!! Rewards!Program!! Devise!software!to!run!Rewards!Program.!! Request!every!customer!to!sign!up!for!the!program.!! Send!emails!regd.!benefits!to!the!Rewards!Program.! First! purchase! offers! 500+! points! &! Bundle! with! items,! like!fragrance!samples.!!
CLEARANCE PHASE! ! !
Objective!! Strategy!! Tactics!!
!
!
Prepare!for!new!season/!collection.!!
!
!
Host!private!sales!to!sell!all!items!in!inventory.!
!
!
!
!
!
Send!samples!to!companies!(Men’s!warehouse).! Deliver!merchandise!to!respective!warehouses.!! Send!out!emails!to!mailing!list!regarding!private!sales.!! Social!Media!–!post!teasers!to!inform!followers.!! Offer!upto!30%!OFF!on!all!items!from!the!collection.!!
!
Control Methods!! !
48!
!
Tactics
$ $ $ $ Sales$Rep.$Training.$ FollowNup$calls.$ Offer$discounted$rates$to$ premium$customers.$ Personal$Delivery$open$to$ premium$customers.$
! ! ! ! $400! ! ! !
Retail$Store$Manager$ $ Sales$Rep$$ Brand$Manager$ Sales$Rep$ ! MAINTENANCE!PHASE! $ $ Store$Manager$ Sales$Rep$ Sales$Rep$ $ Store$Manager$
$4625! ! ! $2300! !
! $ Retail$Store$Head$ Retail$Store$Manager$ $ Retail$Store$Head$ $ Sales$Rep/Visual$merch.$ Buyer$
Budget (15% of WS) ! ! ! ! ! $25$ $ $200$ ! ! !
INTRODUCTORY! PHASE!
Person Responsible
! ! ! ! August$1,$2013$ Sept.,$2013$ $ !
May$1,$2013$ $ May$6,$2013$ May$19,$2013$ May$19,$2013!
! ! ! ! May$1,$2013$ May$15,$2013$ $ May$13,$2013$ May$21,$2013$ $ May$17,$2013$
Completion Date
!!!!!!!!!!!!!!!!!!!!!!
! ! ! 1.! Personalize! Experience! for! customers!
$ $ $ $ Set$show$launch$date.$ Send$private$invitations$to$ select$customers.$$ Hire$DJ$+$Select$cocktails,$hors$ d’oeuvre$to$be$served.$$ SetNup$displays.$ Send$merchandise$to$store$ outlets.$$ $ 2.! Model$Selection$+$ Advertising! Photoshoot$for$publication.$ Campaign! Social$Media$awareness.$ Online$Advertisement.$ Email$blasts.$
! ! ! 1.!! Trunk! show/! Launch! Event.!
Strategy
! Marketing Calendar
!
!
49!
! $ $ $ $ Devise$software.$ Request$every$customer$to$ sign$up$for$the$program.$ Send$emails$regd.$benefits.$$
$ $ $ $ Send$samples$to$companies.$ Deliver$merchandise$to$resp.$ warehouses.$$ Send$emails$to$mailing$list.$$
! ! ! ! 1.!! Private! Sales!
Tactics
! ! ! 2.!! Rewards! Program.!
Strategy
$ $ Buyer$ Buyer$ $ Sales$Rep$
! ! ! ! $200! $300! ! !
! ! ! ! ! $450! ! ! ! ! !
Budget (15% of WS)
$ $ $ $ December$1,$2013$ December$14,$2013$ $ December$20,$2013$
$ $ $ $ September,$2013$ $ October$1,$2013$
Completion Date
!!!!!!!!!!!!!!!!!!!!!!
CLEARANCE!! PHASE!
! $ Brand$Manager$ Sales$Rep$ $ Sales$Rep$
MAINTENANCE! PHASE!
Person Responsible
! Marketing Calendar
!
!
50!
! !!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
Bibliography
! ! ! ! ! ! ! ! ! “History!and!Development!of!the!Ermenegildo!Zegna!Group�.!(PDF).!
Ermenegildo!Zegna!Holditalia!S.p.A.!Retrieved!June!2012.! ! Fabrics,!Mood.!Mood!Designer!Fabrics.!www.moodfabrics.com.!Retrieved!
June!2012.! ! Group,!Zegna.!Official!Zegna!Group!Homepage.!www.zegnagroup.com.!
Retrieved!June!2012.! ! Wikipedia.!http://en.wikipedia.org/wiki/Ermenegildo_Zegna.!Retrieved!
June!2012.!
!
51!