Non-Chalant by Britney Fontenot

Non-Chalant Clothing for Men

Britney Fontenot Merchandise Management

Mission Statement Our goal at Non-Chalant is to create comfortable yet stylish clothing for men. We strive to make every man happy in the clothes that he wears either at work, or hanging out with his family and friends. For every customers purchase we will donate 10 percent to support programs for the research and treatment of cancer. Store Location: Madison Avenue, New York City Selling Period: January â&#x20AC;&#x201C; July 2014

Mission Philosophy Non-Chalant is a store that sells comfortable yet stylish clothing to men. We strive to sell clothes that are not only to be worn out with the family, but also to be worn at work. We are a specialty store that is located on Madison Avenue in New York City. Non-Chalant’s selling period is if from January – July 2014. We are inspired to stay updated with the latest fashion and trends by observing the interests the people of New York’s have on fashion. When walking into Non-Chalant we like to create a “feel as if you are at home” shopping experience for each customer. We have decorated our store with wooden fixtures as well as plants so that it is stress free shopping experience. NonChalant’s employees play a huge part in this unique store; this is why we give our employees a 40% discount on nondiscounted items. Our employees are important to us

Customer Profile

Segmentation Types/Bases Geographic Segmentation Region

northeast

City Size

40,000+

Population density

urban

Climate

four seasons

Age

28-35

Gender

male

Household size

1,2,3+

Income

$50,000+

Occupation

part time, professional

Education

college graduate

Culture

all

Sub culture

prep

Demographic Segmentation

Sociocultural Segmentation

Religion

all

National origin

all

Race

all

Behavioral Segmentation Brand loyalty

divided by loyal

single, married

Store loyalty

divided

achievers

Usage rate

heavy

User status

current user

Social Class

upper-class

Marital status Psychographics Affective and Cognitive Segmentation

Payment method credit card

Degree of knowledge

expert

Benefits sought

convenience

Media usage

Attitude

positive

Usage situation home

TV/newspapers

Customer Psychographics

• He is 32 years old • Graduated from Yale with a 4.0 •Vice president of The New York Times •Lives in New York with his family • His wife and two kids. • They have a golden retriever • Live in a 4 bedroom apartment, downtown New York • Goes out with his friends to the bars • Watches Football and Baseball • He has an IPhone 5 – stays updated • He may be busy with his work, but he always finds time for his family • He has a Lamborghini • He loves to travel with his family to Greece, Rome, and Paris • He loves to go shopping at Armani, Ralph Lauren, Marc Jacobs, Non-Chalant •Plays Lacrosse and golf with his friends

His weekly routine would be: 1. Wakes up with Starbucks 2. Gets his suit on. Works from 9am- 4pm 3. After work he picks up his kids from the nursery 4. When he gets home he puts his causal clothes on (Non-Chalant Clothing) 5. Then he spends time with his kids by going to the pool or the Zoo 6. When his Wife comes home they all go out for dinner as a family 7. By 10pm they are all in bed after a popcorn and movie night During his weekend he is free from all of his duties at work so they take family trips every weekend.

Mood Board

Style Numbering System

1 YEAR 1

2014

2 SEASON A SPRING 3 CLASS 1 TOPS 2 BOTTOMS 3 OUTERWEAR 4 SUB CLASS 1 TOPS

1 2 3 4 5 6 7

POLO T-SHIRT V NECK SHORT SLEEVE CREW NECK LONG SLEEVE BUTTON DOWN

1 2 3

SHORTS PANTS JEANS

1 2

JACKET BLAZER

BOTTOMS

OUTERWEAR

5 COLOR 1 2 3 4 5 6 7 8 9 A B C D

7 SIZE RED PINK ORANGE YELLOW GREEN BLUE PURPLE CORAL WHITE GREY BROWN BLACK MULTI

6 FABRICATION 1 COTTON 2 COTTON/MESH 3 NYLON 4 WOVEN 5 WOOL 6 TWILL 7 COTTON/POLYESTER 8 LINE 9 LEATHER A DENIM

1 2 3 4

SMALL MEDIUM LARGE EXTRA LARGE

EXAMPLE:

1A13312 1 2014 2 SPRING 3 TOP 4 VNECK 5 GREEN 6 COTTON 7 MEDIUM

Model Sheet

Cost Development Sheet

Development Calendar

Unit Distribution Plan

Introductory Floor Plan

Maintenance Floor Plan

Clearance Floor Plan

Invoice

Fixtures

Key Code Sheet

Marketing Plan

• Total Retail Sales: $185,493 • % Marketing Budget: 5% • $ Marketing Budget: $9,275

Marketing Plan Fashion Show •Objective: Increase Sales 30% by October 2015 •Strategy: Fashion Show •Tactics:

1. 2.

Designer will start to create the collection – November 2014 thru January 10th 2015 Fashion Director – coordinates the show

• Locates a venue ($2,500) – January 30th 2015 • Creates the theme – February 9th 2015 • Hires staff: hairdressers (5 students from Paul Mitchel School, Free), makeup artist (4 Mac makeup employees, $50 each), audio tech support (3 people, $100 each). – March10th 2015 through April 15th 2015 • Hire Models (send out model casting call to colleges through email. Looking for male models 5ft 11inch or higher, free) – April 14th 2015 through May 16th 2015 • Model fittings – June 1st 2015 through July 20th 2015 • Creates the lineup for the models – July 24th 2015 • Creates a music theme – August 2015 • Create seating arrangements – August 31st 2015

• 3. Gets buyers to go out and get merchandise for the show ($400) – March 29th 2015 through May 30th 2015 • 4. Fashion Stylist buys all the accessories ($200)– May 29th 2015 through June 13th 2015 • 5. Assistant buys all of the necessities to be used back stage ($300)– June 14th 2015 through July 14th 2015 • 6. Fashion Designer determines length of show – August 2015 • 7. Fashion Director will determine the length of the show – August 2015 • 8. Marketing Interns will send out information through Twitter, Facebook, Instagram, Emails, as well as contacting local newspaper. – September 15th 2015 • 9. Fashion Interns will get staging, runway, props, and background ready – September 25th 2015 • 10. Audio tech support will get music, lights/sound ready – September 25th 2015 • 11. Rehearsal – September 29th 2015 • 12. Sponsors will set up food/drinks the day of the show – October 3rd 2015 • 13. Show will begin – October 3rd 2015 • Evaluation Method: Accountant will measure the sales from October 2014 compared to October 2015

Marketing Plan Open a store in Chicago Objective: Increase Sales 15% by August 2015 Strategy: Open a store in Chicago Tactics:

1. 2. 3. 4. 5. 6.

Fashion Designer and Merchandiser travel to Chicago – December 29th 2014 Merchandiser finds a relator in Chicago – January 3rd 2015 Relator will locate a perfect location for the new store in Chicago – February 9th 2015 Fashion Designer will choose the best business location – February 12th 2015 Fashion Designer will sign lease agreement for the store ($3,000) – February 14th 2015 Accountant will: a. Sort out all of the finance for your business February 28th 2015 b. Determine the legal structure for the business March 21st 2015 c. Register the business name with state government April 4th 2015 d. Obtain a business license and permit April 18th 2015 7. Blogger sends out an ad for jobs wanted online– April 19th 2015 8. Merchandiser will hire a visual team and a store manager May 2nd 2015

• 9. Store manager will hire store associates, interns, and back stock May 9th 2015 • 10. Visual team will order all of the displays for the store ($900) – May 23rd 2015 • 11. Buyer will order the Non-Chalant clothing to be placed in Chicago ($90) – May 30th 2015 • 12. Once the clothes and displays arrive the Visual team, interns, and back stock will set up the store – June 13th 2015 • 13. Store Manager, Fashion Designer, and Merchandiser will help train employees on clothing and how to handle customers – July 3rd 2015 • 14. Blogger creates press kit for Fashion editor – July 6th 2015 • 15. Blogger puts information on Facebook, Instagram, and Twitter about the grand opening of Non-Chalant Chicago – July 11th 2015 • 16. Fashion designer will have a meeting with the whole Non-Chalant team – July 23rd 2015 • 17. Cleaning crew will clean the whole store ($100) – July 25th 2015 • 18. Opening day will be on July 26th • Evaluation Method: Accountant will measure the sales from August 2014 compared to August 2015

Marketing Plan Ad in a magazine •Objective: Increase Sales 7% by June 2015 •Strategy: Ad in a magazine •Tactics:

1. 2. 3. 4. 5. 6. 7. 8.

Fashion Designer will contact the magazine that the ad will be published in – March 30th 2015 Product development manager will decide what clothes will be published in the magazine – April 6th 2015 Fashion Designer will make final decisions on what clothes will be used in the magazine – April 9th 2015 Photographer will take pictures of each piece that will be put into the ad – April 12th 2015 Marketing Manager will make the final decisions on each photograph to be used – April 15th 2015 Graphic Designers will create the layout of the ad to be used in the magazine – April 25th 2015 Product development will make final decisions on the ad lay out – May 5th 2015 Marketing Manager will turn in the ad to the magazine editors ($800)– May 10th 2015

•Evaluation Method: Accountant will measure the sales from June 2014 compared to June 2015

Marketing Plan New Season launch party for Chicago store Objective: Increase Sales 5% by September 2015 Strategy: New season launch party for Chicago store Tactics: 1. Fashion Designer will create the new Fall collection – May 12th 2015 2. Marketing Manager will call stores for sponsors at event – June 28th 2015 3. Visual Team will buy decorations for the event ($100) – July 13th 2015 4. Visual Team will rent booths for sponsors at event ($200) – July 15th 2015 5. Interns will create ads to be posted on Facebook, Instagram, and Twitter – August 12th 2015 6. Marketing Manager will create an ad to be posted around the city ($85) – August 13th 2015 7. Interns will post the posters around the city – August 18th 20158. 8. Interns will post the ads on Facebook, Instagram, and Twitter – August 19th 2015 9. Fashion Designer will arrive at the store to show the launch party plans – August 29th 2015

Marketing Plan New Season launch party for Chicago store

• • • • •

10. Visual team will decorate the store for the event – August 31st 2015 11. Marketing Manager will get sponsors together – August 31st 2015 12. Sponsors will set up booths for the event – August 31st 2015 13. Interns will take pictures of the event – September 1st 2015 Evaluation Method: Accountant will measure the sales from September 2014 compared to September 2015

Marketing Plan

Press Kit

Business Card Non-Chalant Clothing for Men

Britney Fontenot Designer 965 Madison Avenue New York, NY 10021 Cell 917-245-6512 Fax 917-443-3567