BRITTANY MALDONADO
MERCHANDISING: CONCEPT TO CONSUMER
TABLE OF CONTENTS MISSION STATEMENT MOOD BOARD CUSTOMER DEMOGRAPHIC WORKSHEET STYLE NUMBERING SYSTEM PRODUCT/MODEL LINE SHEETS COST SHEETS UNIT DISTRIBUTION PLAN INTRODUCTORY FLOOR PLAN FIXTURE WORKSHEETS CLEARANCE FLOOR PLAN MARKETING BUDGET OBJECTIVE STRATEGY & TACTIC CALENDAR PRESS KIT
MISSION
STATEMENT
Moschino Cosmetics is the ultimate glam, ready-to-wear, eccentric touch for your skin. It gives you the glow you want and lasts all day. It is made with the best quality ingredients that will enhance your beauty inside and out. We empower strong women to be creative and confident, ultimately giving you a fashion forward look.
MISSION
PHILOSOPHY
Our company has developed innovative, on-trend products that are professional quality. We promote women to look and feel glamorous everyday. Our authentic style dares you to be different and creative with our bold, must-have colors. Our Spring 2017 collection will be available from January to May at our Moschino stores and specialty boutiques around the world.
Customer Demographic Worksheet SEGMENTATION TYPES/BASES GEOGRAPHIC Region: All
AFFECTIVE & COGNITIVE
Degree of Knowledge: Expert. Novice Benefits Sought: Prestige, Convenient, Chic Attitude: Positive
BEHAVIORAL
Brand Loyalty: Divided Loyalty Store Loyalty: Divided Loyalty Usage Rate: Medium User Status: Current User, Potential User Payment Method: Cash, Debit Card, Credit Card Media Usage: Magazines, Newspapers, TV, Social Media Usage Situation: Work, Home, Vacation
City Size: 4,000,000+ Population Density: Urban Climate: Four Seasons DEMOGRAPHIC
Age: 18-30 Gender: Female Household Size: 1,2,3,4, or More Income: $60,000 and Up Occupation: Professional Education: Some College, College Graduate
SOCIOCULTURAL
Cultural: All Subcultural: All Religion: All National Origin: All Race: All Social Class: Upper and Middle Class Marital Status: Single, Married, Divorced, Widowed Psychographics: Achievers, Strivers, Hardworking
Customer Psychographic Worksheet Age: 23 Occupation/Level of Job: Professional Fashion Photographer Where do they live: Chicago (Wicker Park) Single or married: Single Education Level: Bachelor’s Degree in Fashion Photography Life Stage: After-College Favorite Movie: Breakfast at Tiffany’s, The Dark Knight Favorite Magazine: Vogue, Rolling Stone, Vanity Fair Favorite Restaurant: Native Foods, Elly’s, Yolk Favorite Music: The Beatles, The Neighborhood, Kings of Leon, David Bowie Favorite Artists: Alfred Stieglitz, Henri De Toulouse-Lautrec Tech Savvy: Yes, very. Other Designers: Marc Jacobs, Jeremy Scott, Diane Von Furstenberg, Alexander Wang Where Do they shop: Macy’s, Nordstrom, Urban Outfitters, H&M, Sephora Shopping Attitude: Quality focused Vacations: Paris, Mykonos, Zurich, Antigua, California Political View: Liberal Hobbies: Yoga, reading, photography, making lattes, cooking, traveling, & concerts.
STYLE NUMBERING SYSTEM
YEAR
1
2017 SUBCLASS
SEASON 1 A
FACE
SPRING
1
MINERAL POWDER
CLASS
FACE
2
EYES
3
LIPS
2
MULTI
2
FAIR
3
3
4
EYES
1
2017
SPRING
7
HAUTE RED
8
SUPREME
9
QUEENLY
A
DOLLHOUSE
EYELINER PENCIL
2
EYELINER LIQUID GEL PEN
3
EYESHADOW PALETTE
4
LASH ENHANCER MASCARA
B
DRIZZLE
1
LIPSTICK
C
NUDE
LIPS
SUBCLASS:
LIPSTICK
COLOR:
HAUTE RED
2
LIPGLOSS
D
HONEYDEW
PACKAGING
SOLID VIAL
3
LIP PLUMPER
E
METAL
WEIGHT:
0.16 OUNCE
4
LIP BALM
F
MIDNIGHT
LIPS
1
0.1
6-INSERT MAGNETIC PALETTE
2
0.13
2
3
0.16
3
MASCARA VIAL 4
0.3
4
LIP GLOSS VIAL 5
0.35
5
SOLID VIAL 6
0.66
6
ROUND TIN
7
LIQUID DISPENSER
7
8
POWDER COMPACT
8
9
CREAM CONTAINER
VANITY PINK
CLASS:
3
EYELINER VIAL
MOCHA
CONTOUR PALETTE
1A31753
1
OLIVE
BB CREAM 6
WEIGHT (OZ)
GOLDEN
LIQUID FOUNDATION+CONCEALER 5
2 EXAMPLE:
1
4
1
PACKAGIN G
COLOR
1
1.08
LIQUID CONCEALER+FOUNDATION A light foundation+concealer that is a duo while being smooth against the skin without clogging the pores. Style #: 1A12477 $45.00
CONTOUR PALETTE A palette perfect for highlighting, brightening, and bronzing. It helps define your finished, sculpted look. Style #: 1A14124 $40.00
EYELINER GEL PEN The eyeliner pen that gives you control for a flawless effect. Just a glide away for the perfect wing, and smudge-resistant wear. Style #: 1A22E12 $22.00
MATTE LIPSTICK A bold, smooth lipstick that masters the art of highly defined matte lips. Style #: 1A31753 $30.00
LIP PLUMPER A must-have for fuller sheer lips that is stick free, and super sleek. It moisturizes your lips and can be applied before or after lipstick. Style #: 1A33D43 $30.00
COST SHEET: LIQUID FOUNDATION + CONCEALER
COST SHEET: CONTOUR PALETTE
COST SHEET: EYELINER GEL PEN
COST SHEET: MATTE LIPSTICK
COST SHEET: LIP PLUMPER
DEVELOPMENT CALENDAR
UNIT DISTRIBUTION PLAN
UNIT DISTRIBUTION TOTAL UNITS: 820 WHOLESALE TOTAL: $13,050.00 RETAIL TOTAL: $26,100.00
DECORATIVE FURNITURE
FIXTURES A Wall Unit Unit Capacity: 50-150 Units
FIXTURES
B
Tabletop Cosmetics Fixture Unit Capacity: 30-65 Units
FIXTURES C
24� table Unit Capacity: 15-25 Units
FIXTURES D Countertop Cabinet Unit Capacity: 40-150 Units
INTRODUCTORY FLOOR PLAN BEGINNING UNITS ON HAND:
820
40% SELL OUT:
328
ENDING UNITS ON HAND:
492
CLEARANCE FLOOR PLAN BEGINNING UNITS ON HAND:
296
20% SELL OUT:
59
ENDING UNITS ON HAND:
237
BUDGET PLAN TOTAL RETAIL SALES: $26,100.00 % MARKETING BUDGET: 15% $ MARKETING BUDGET: $3,915.00
MARKETING PLAN Objective: Increase contour palette sales by 12% by June 2018. Strategy: Provide free contour tutorials to customers who purchase palette. Tactics: ❖
Provide tutorial information in-store and through social media and emails.
❖
Train makeup artists in contour applications and tutorials.
❖
10% off Coupon on next purchase.
❖
Post signage at store locations where party will be held.
❖
Catering & cocktails delivered at each party.
❖
Contour Palette Party at Moschino stores & specialty boutiques.
Evaluation Method: Marketing Manager & Store Manager will keep track of tutorials done, the rate of the use of coupon, and review customer feedback by June 2018.
MARKETING PLAN CALENDAR
TOTAL COST OF OBJECTIVE:
$625.00 of $3,915.00
PRESS KIT
PRESS RELEASE Press Release For Immediate Release
Media Contact Jon Winchester (739) 455-6555 jon.winchester@moschinocosmetics.com Moschino Cosmetics Hosts Contour Palette Party CHICAGO (April 1, 2018) - If there were an event you don’t want to miss, it would be this upcoming Contour Palette Party. Moschino Cosmetics are hosting a grand beauty event to all who purchase their contour palette. Don’t know how to apply it or even use it? Don’t fret! There will be make up artists doing tutorials, and teaching you how to use their palette at each event. Not only that, but you will also receive a 10% off coupon on your next purchase. There will also be colorful cocktails and delicious appetizers. “I am very thrilled to be the first to host a Contour Palette Party. As the Moschino brand continues to grow, we want people to try it, learn how to apply it and feel glamorous.” Brittany Maldonado, CEO of Moschino cosmetics stated in an interview with her fabulous friend, Michelle Phan, CEO of ipsy. The Contour Palette Party will be held at various locations during the month of April at Moschino stores and specialty boutiques, including its 703 N. Michigan Ave location at 6:00pm on April 17, 2018. It will be an event to mark on your calendar. To learn more about this exciting event, or to watch the exclusive interview, visit moschinocosmetics.com. ####
DESIGNER BIOGRAPHY Brittany Maldonado has always enjoyed the merging worlds of beauty and fashion. Growing up in Chicago, she observed the constant buzz of simplicity at your fingertips. With a desire to create a cosmetics line that is always emerging with new trends and a dash of glamour, she began her journey. She pursued a Fashion Business degree from Columbia College and that is only the beginning. She has done fashion photography here in Chicago for a year. She also traveled to Greece where she found that beauty isn’t only who you are but it is what you will reflect. She worked for Erre Due in Greece, and learned about the cosmetics industry globally. Brittany has thrived in creativity, exclusivity, and quality.
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