Chloe product development

Parisian Picnic fasm 310 private label & product development

Claudia Aguilar Brennan Cooper Sydney Jones

Table of Contents

history company timeline company facts competition target customer mood board color palette fabric trends fabric characteristics product characteristics

scope & size trend forecast product lineup tech packs cost sheets sales plan assortment plan branding marketing launch event

History

Chloe was founded in 1952 by Egyptian-born, Gaby Aghion. Gaby Aghion has been credited with inventing a luxe ready-to-wear brand. At the time, this was an innovation that would soon become the norm.

The name Chloe was taken from a friend whose name Aghion loved. Gaby Aghion stated that; “I couldn’t use my name in relation to my family, who, out of snobbery, were already talking about how ‘Gaby was working.’”

Aghions collections were inspired by the young girls she saw in sports clubs in Egypt. Her signature designs were easy and chic; shirt dresses, blouses and neat cigarette silhouettes.

Aghion recruited then-unknown Karl Lagerfeld to work with her in the 60s.

In 1997, Karl left and Stella McCartney was appointed creative director at only age 25. In 2001, Phoebe Philo took over and stayed until 2008. Chloe has never strayed far from Aghions established haute boho look. Today Chloe collections can still be described as they were originally intended: easy, elegant, feminine, bohemian and chic.

Timeline

Facts

annual revenue: 500-600 million headquarters are in paris private company subsidary of richemont sa 200-501 employees designs, develops, maunfactures, and distriutes luxury goods in japan, europe, asia and the americas creative directior: hannah macgibbon 37 stores worldwide

Competitors

established 1945 private owned by lvmh 1800 employees 150 stores worldwide annual revenue: around $800-900 million headquarters: Paris. France

established 1973 private owned by onward holdings co. ltd 200-500 employees 27 stores worldwide annual revenue: $140 million headquarters: milan, italy

Competitors Positioning Map Pricey

Feminine

Aesthetic

Functional

Target Customer age: 25-45

college education has a blog middle-upper class loves travel and fashion adventure seeker values comfort and quality

MOOD BOARD

Color Palette

fabric trends

Fabric Selection Tan Leather

tan linen

Straw

off white wool with frayed details

antique linen

tan & red striped wool horse pattern linen

Crepe Nude sheen satin

rust satin

1 headscarf

Product Characteristics 2

3

4

headband

frayed straw hat

fedora

antique linen rust satin fabric

crepe nude satin fabric

straw fabric

horse pattern linen

5

Product Characteristics

string bag

6

belt bag

7 straw tote

straw fabric antique linen

crepe nude sheen satin fabric (embellishments)

tan leather

tan leather

8 circle blanket

Product Characteristics 9

rectangle blanket

10 square blanket

Scope & Size Luxury Accessories casual aesthetic 10 pieces price range: $325-$2100 products: blankets, hats, scarves, bags

Trend Forecast

1

6

2

7

Line List 3

8

4

9

5

10

Tech Packs

Style 1: Crepe Nude Sheen Scarf

Style 2: Rust Satin Headscarf

Style 3: Straw Hat

Style 4: Antique Linen Fedora

Style 5: Straw/Tan Leather Bag

Style 6: Tan Leather Bag

Style 7: Linen String Bag

Style 8: Circle Printed Picnic Blanket

Style 9: Square Printed Picnic Blanket

Style 10: Rectangle Printed Picnic Blanket

Cost Sheets

COST SHEET:

Style #:01 Date: Company Chloe Description: Crepe Nude Satin Headscarf Blanket Season Spring/Summer Fabric Type:(woven)_Satin Label _____________

Fabric Main

Yardage

Lining

--

.5yd

@$

$1.50

--

--

Total Fabric Trim/Findings Label

Hangtags Other

$1.50 Quantity @ $ 1 .50 1 .05 ---

---

Total Trim Labor

Labor 1: CMT Labor 2: Finishing

Total Labor

Cost

2.99

Cost .50 .05 ---

$.55 Cost

Country

Hong Kong Hong Kong

TOTAL FIRST COST

$95.34

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $7.63 $8.58 ---

TOTAL GLC

--$1.5 $17.71 $113.75

Wholesale Markup%

MU%

Reciprocal

Retail Markup %

MU% 65%

Reciprocal

Wholesale Cost

Cost MSRP

Style #1

COST SHEET:

Style #:02 Date: Company Chloe Description: Rust Headscarf Blanket Season Spring/Summer Fabric Type:(woven)_Satin Label _____________

Fabric Main

Yardage

Lining

--

.5yd

@$

$29.99

--

--

Total Fabric Trim/Findings Label

Hangtags

$29.99 Quantity @ $ 1 .50 1 .05

Total Trim Labor

Labor 1: CMT Labor 2: Finishing

Total Labor

Cost

19.99

Front

Cost .50 .05

$.55 -------------------------------------------------------

Country

Hong Kong Hong Kong

Back

TOTAL FIRST COST

$95.34

Miscellaneous:

Agent’s Commission %

Rate 8 14.60

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $7.63 $13.92 ---

TOTAL GLC

Retail Markup %

MU% 65%

--$1.5 $23.05 $113.75

Reciprocal

MSRP

Style #2

COST SHEET:

Style #:03 Date: Company Chloe Description: Straw Hat Blanket Season Spring/Summer Fabric Type:(woven)_Sugarshack Straw

Fabric Main

Yardage

Lining

--

1.5

@$

Trim/Findings Label

Hangtags Trimming

$19.50

--

-$19.50

Quantity @ $ ----1 .05

Total Trim Labor

Labor 1: CMT Labor 2: Finishing

Total Labor

Cost

12.99

Total Fabric

Front

Cost --.05

$.05 Country

Hong Kong Hong Kong

------------------------------------------------------TOTAL FIRST COST

$162.23

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $12.98 $14.60 ---

TOTAL GLC

Retail Markup %

MU% 65%

--$1.5 $29.10 $192.50

Reciprocal

MSRP

Back

Style #3

COST SHEET:

Style #:04 Date: Company Chloe Description: Antique Linen Fedora Blanket Season Spring/Summer Fabric Type:(woven)_Linen Label _____________

Fabric Main

Yardage

@$

19.99

$19.99

Lining Scarf

-.5

-4.99

-2.50

1yd

Total Fabric Trim/Findings Label

Hangtags Trimming

Labor

Labor 2: Finishing

Total Labor

Front

$22.49 Quantity @ $ 1 .50 1 .05 ---

---

Total Trim Labor 1: CMT

Cost

Cost .50 .05 ---

Style #4

$100.35 Cost

Country

Hong Kong Hong Kong

TOTAL FIRST COST

$ 184.52

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $14.76 $16.60 ---

TOTAL GLC

--$1.5 $32.87 $218.75

Wholesale Markup%

MU%

Reciprocal

Retail Markup %

MU% 65%

Reciprocal

Wholesale Cost

Cost MSRP

-------------------------------------------------------

COST SHEET:

Style #:05 Date: Company Chloe Description: Straw/Leather Tote Blanket Season Spring/Summer Fabric Type:(woven)_Straw/Leather Label _____________

Fabric Main

Yardage

Lining

--

1yd

@$

19.99

$19.99

--

--

Total Fabric Trim/Findings Label

Hangtags Trimming

Cost

Front

$22.49 Quantity @ $ 1 .50 1 .05 ---

Buckle

---

Cost .50 .05 ---

Strap

Total Trim Labor

Labor 1: CMT Labor 2: Finishing

Total Labor

Hong Kong Hong Kong

TOTAL FIRST COST

$623.03

Miscellaneous:

Agent’s Commission %

Rate 8 5.30

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $49.84 $33.02 ---

TOTAL GLC

Retail Markup %

Style #5

Country

MU% 65%

Retail Selling Price

--$1.5 $84.36 $735

Reciprocal

MSRP

$2100

-------------------------------------------------------

COST SHEET:

Style #:04 Date: Company Chloé Description: Tan Leather Belt Bag Blanket Season Spring/Summer Fabric Type:(woven) Leather Label _____________

Fabric Main

Yardage

Lining

--

2.5yd

@$

46.24

$115.60

--

--

Total Fabric Trim/Findings Label

Hangtags Zipper

Quantity @ $ 1 .50 1 .05 2 2.99 1

Labor 2: Finishing

Total Labor

Country

Hong Kong Hong Kong

-------------------------------------------------------

$355.47

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $28.44 $31.99 ---

TOTAL GLC

Markup %

.75 $7.28

TOTAL FIRST COST

Retail

Cost .50 .05 5.98

.75

Total Trim Labor

Front

$115.60

Buckle

Labor 1: CMT

Cost

MU%

--$1.5 $61.93 $420.00

Reciprocal

MSRP

65%

Retail Selling Price

$1200

Back

Style #6

COST SHEET:

Style #:07 Date: Company Chloe Description: Antique Linen String Bag Blanket Season Spring/Summer Fabric Type:(woven)_Linen

Fabric

Yardage

Main

Label

Hangtags Accessories

19.99

$10.00

-.25 .25

-46.24 46.24

-11.56 11.56

Quantity @ $ 1 .50 1 .05 15

.50

2

.75

Total Trim Labor

Labor 2: Finishing

Total Labor

Cost .50 .05 7.5 1.5 $11.80

Country

Hong Kong Hong Kong

-------------------------------------------------------

TOTAL FIRST COST

$ 177.09

Miscellaneous:

Agent’s Commission %

Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous

Rate 8 6.30 1

---

TOTAL GLC

Retail Markup %

Front

33.12

Clasps

Labor 1: CMT

Cost

.5yd

Lining Leather Strap Leather Drawstring Total Fabric Trim/Findings

@$

MU% 65%

Retail Selling Price

Cost $14.17 $11.16 --$1.5 $26.83 $210.00

Reciprocal

MSRP

$600

Back

Style #7

COST SHEET:

Style #:04 Date: Company Chloe Description: Antique Linen Fedora Blanket Season Spring/Summer Fabric Type:(woven)_Linen Label _____________

Fabric Main

Yardage

Lining

--

2.5yd

@$

Cost

46.24

$115.6

--

--

Front

Total Fabric Trim/Findings Label

Hangtags Trimming Buckle

Quantity @ $ 1 .50 1 .05 6.5yds

24.95

Total Trim Labor

Labor 1: CMT Labor 2: Finishing

Total Labor

162.175

$162.73 Country

Hong Kong Hong Kong

TOTAL FIRST COST

$ 154.79

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

MU% 65%

Retail Selling Price

-------------------------------------------------------

Cost $12.38 $13.93 ---

TOTAL GLC

Retail Markup %

Cost .50 .05

--$1.5 $27,81 $

Reciprocal

183.75

MSRP

$525

Back

Style #8

COST SHEET:

Style #:09 Date: Company Chloe Description: Square Printed Picnic Linen Blanket Season Spring/Summer Fabric Type:(woven)_Linen

Fabric Main

Yardage

Lining

--

1.5yd

@$

19.99

$29.99

--

--

Total Fabric Trim/Findings Label

Hangtags Trimming

Labor

Labor 2: Finishing

Total Labor

Quantity @ $ 1 .50 1 .05 6yds

24.95

Cost .50 .05

148.7

$150.25 Country

Hong Kong Hong Kong

-------------------------------------------------------

TOTAL FIRST COST

$ 154.79

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $12.39 $13.94 ---

TOTAL GLC

Retail Markup %

Front

$29.99

Total Trim Labor 1: CMT

Cost

MU% 65%

Retail Selling Price

--$1.5 $27.82 $183.75

Reciprocal

MSRP

$525

Style #9

COST SHEET:

Style #:10 Date: Company Chloé Description: Rectangle Picnic Blanket Blanket Season Spring/Summer Fabric Type:(woven)_Linen

Fabric Main

Yardage

Lining

--

2yd

@$

19.99

$38.98

--

--

Total Fabric Trim/Findings Label

Hangtags Trimming

Cost

Front

$38.98 Quantity @ $ 1 .50 1 .05 8yds

24.95

Cost .50 .05

200.70

Buckle

Total Trim Labor

Labor 1: CMT Labor 2: Finishing

Total Labor

$200.15 Country

Hong Kong Hong Kong

-------------------------------------------------------

TOTAL FIRST COST

$162.23

Miscellaneous:

Agent’s Commission %

Rate 8 9

Shipping (in-land) Freight (sea or air) Total Miscellaneous

1

Duty%

Cost $12.98 $14.60 ---

TOTAL GLC

Retail Markup %

MU% 65%

Retail Selling Price

--$1.50 $29.08 $192.50

Reciprocal

MSRP

$550

Back

Style #10

Sales Plan

Assortment Plan

Time & Action Calendar

Key Item

Branding

Hang Tag

Packaging

Marketing Materials

Outdoor Advertisements

Mall Advertisement

website landing page

facebook

instagram

Launch Event

Location: Santa Monica State Beach at sunset attire: resort wear budget: $50,000 horderves, cocktails & refreshments served on picnic tables and picnic blankets photo shoot set up invitation only

Who’s Invited?

celebrities, influencers and invividuals in the fashion industry will be invited to this special chloe launch event. influencers who are “chloe girls” such as aimee Song will definitely be invited as they will post to thier social media or youtube channels about the event and provide good publicity.

fin