JUICY COUTURE REBRANDING

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Executive Summary We at Juicy Couture, have developed a strategic initiative, a pop up shop in the city of LA. Through the use of different marketing & advertising, new products and a temporary location- we are offering current and potential customers in Los Angeles, CA and around the world, the chance to engage all five senses in a pop up shop. This initiative addresses our need to put Juicy Couture back on the map as one of the worlds best brands. Currently there are zero physical stores, and very little engagement on social media platforms or traditional advertisements, and this is a missed opportunity and if not corrected, it could make Juicy Couture a brand of the past and not the future.

The Juicy Couture pop up shop focuses on the need to create positive word of mouth in the American market as well as test a physical location that we have determined has the sales potential, and build brand awareness. Our market research supports that this is the right time to engage in this initiative especially considering that there are no more physical stores in the US, and Juicy Couture product is only sold in Kohls & online.

We are aware that the things needed for this initiative are expensive, but we anticipate a high sales volume since we are placing this pop up shop in one of the busiest location in California. If successful we see this as a positive driver of our online sales, as well as a starting point to re-open more shops around the world in the future . With the success of this initiative we have the potential to come back strong, and become one of Americas favorite brands.

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Table of Contents MISSION STATEMENT COMPANY SUMMARY History........................7

Current Ownership & Structure..9

Future Growth Plans....... 10-11

S.W.O.T ...................12-15

Brand Identity Matrix..... 17-25

Competitors/Juicy Couture Pricing 26-30

Current Distribution......... 31

Current Communication/Promotion...32

Direct Marketing Initiatives......33 MARKET ANALYSIS

Initiative...................35-37

Pestel.......................40-45 Size of Market..................46

Key Players.....................47

Indirect Competition............48 Target Consumer..............49-59 LOCATION

Prizm........................61-84

Area Attractions................85

Area Factors.................86-87

Human Resources.............88-89 POP UP SHOP

Store History....................91 Ambiance......................92-93

Floor Plan....................94-95

Merchandise Presentation.....96-101 Fixtures....................102-103

Digital Art.................104-105 Windows.........................106

In-store displays..............107 Store Rendering................108

Safety & Security...........109

PRODUCTS Inspiration.............112-113 Mood....................114-115 Products................116-133

Product Assortment......134-135 LOOK BOOK....................136-139 COMMUNICATION & PROMOTIONAL PLAN.140 KPI..............................164 FINANCIAL PLAN...................166 CONCLUSION.......................172 APPENDIX.........................174 WORKS CITED......................178

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4

Mission Statement

Juicy Couture embraces the bright and glamorous fun of its Los Angeles heritage by discovering the couture in the everyday, and delivering an element of surprise in all its designs & fashion apparel for women, girls and baby, in all its lines of handbags, shoes, intimates, swim wear, fragrance, accessories,jewelry, sunglasses and small goods.

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COMPANY SUMMARY 6

Started by two friends in 1995. Gela Nash and Pamela Skaist-Levy In 1996 the girls changed the name to Juicy Couture.

In 2003 Fifth & Pacific Companies, Inc. (Formerly Liz Claiborne Inc.) acquired the company On October 7, 2013, Fifth & Pacific, Inc. announced that they would sell Juicy Couture to Authentic Brands Group for $195 million In June 2014 the company was reported to be closing all its stores in the United States, with the closure expected by the end of June 2015 In September of 2014 Juicy Couture began being sold in Kohl’s in the United States

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Image Source: Authentic Brand Group

Currently, Juicy Couture is owned by Authentic Brand Group.

Which is a brand development and licensing company that builds portfolios for world-renowned brands, and looks to enhance brand equity by partnering with best-in-class licensees.

8

Current Ownership Structure MANAGEMENT TEAM

BOARD OF DIRECTORS

James Salter

James Salter

Chairman & Chief Executive Officer

Chairman & Chief Executive Officer

Nick Woodhouse

Kenny Finkelstein

President & Chief Marketing Officer

CEO of Knight’s Bridge Capital Partners

Terri L. DiPaolo

Michael Kirton

Executive Vice President of Operations & General

Vice President at Leonard Green & Partners

Counsel

Jonathan Seiffer

Kevin Clarke

Partner at Leonard Green & Partners

CFO

Usama Cortas Principal at Leonard Green & Partners

Net sales were $461.6 million,a 7.4% decrease compared to 2012

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Future Growth Plans Under its new owner, Authentic Brands Group,

plan (Kaufman). Just as Juicy in Asia is run

Juicy Couture has been laying down major plans

by ImagineX, and in Europe by Folli Follie,

for

existing

the new World of Juicy boutiques will be joint

is

ventures between Authentic Brands Group and a

expansion.

stores

are

Though

closing,

many

of

Juicy

its

Couture

also

opening new ones, including new concept stores dedicated (Milligan). opened

to

childrenswear

These

concept

and

stores

internationally,mostly

in

private partner (Kaufman).

loungewear are the

being Middle

East and Asia.

As part of Authentic Brands Group’s comprehensive strategy

to

expand

the

Juicy

Couture

brand

globally and re-energize the brand in the US, the existing Juicy Couture stores in the US

Jamie Salter, chairman and CEO of Authentic

are being phased out (Milligan). These stores

Brands Group, stated that,“We want to put the

were opened under the previous owner of the

coolness back into the brand and put it where

brand and are no longer representative of the

the cool people shop”(Kaufman).The new Juicy

Juicy Couture brand today and our vision for

will focus more on accessories, handbags and

the brand’s future (Milligan).The company plans

footwear, though it will still sell the signature

to open new concept US stores in new locations

velour tracksuits (Kaufman).

in 2015.

Salter, whose company is backed by private equity giant Leonard Green & Partners, is reproducing and restructuring Juicy’s international business

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“It’s

going

to

be

built

like

a

miniature

department store,” Salter said. “It’ll be like

All plans are consistent with the premium image of Juicy Couture globally.

going into a Gucci store or a Louis Vuitton store” (Kaufman).

New partnerships across a range of categories including fragrance (Elizabeth Arden), watches

The new stores will be in key, high-traffic

(Movado),

locations and will truly encompass the ‘World of

Madden), swimwear (Swimwear Anywhere) and tech

Juicy’--selling only product from their Black

accessories (Contour) - will supplement sales

Label Collection (Milligan). Product offering

from the new standalone sites (Milligan).

eyewear

(Safilo),

footwear

(Steve

will include everything from tech accessories to a new line of Steve Madden-designed shoes

Mid-tier

“Pink

Label”

–- will only be available online and abroad

continue

to

sold

until the new U.S. boutiques begin popping up

(Kaufman).

be

at

Juicy

products

Kohl’s

in

the

will U.S.

in New York, Los Angeles and other urban hubs (Kaufman).The new US stores are part of a broader brand strategy that also includes the growth of the Juicy Couture Black Label collection internationally, as well as prestige fragrance collections in key retail locations (Kaufman).

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S.W.O.T Strengths -Quality -Prints -Longevity -Product Assortment

Opportunities -New Demographic -New Price Points -Marketing Strategies -Create incentives for customer to shop -Market for plus size women’s apparel

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Weaknesses -Pricing is too high for their said target customer -No US Brick & Mortar -Not diverse in apparel -Only known for track suits -Too broad of a product assortment, for a company trying to re-brand -Consumers have forgotten about the brand -Re-branding to a new consumer -Decrease in revenue -Losing Market Share

Threats -The comeback of brick & mortar stores -Slow economic recovery -Strong competition from rival companies -Consumers not seeing Juicy Couture as a company that sells stylish clothing -Price conscious shoppers

Analysis S

Juicy Couture is a brand that has been known for the quality of their products. When a consumer thought of Juicy Couture, it was for a lot of things, and quality was one.

Juicy Couture, although with the recent issues, has always been around, so longevity is their strong point. The company also has great prints and a product assortment, very eye catching and of great quality, as well as product assortment ranging from bedding to shoes.

W

As a company Juicy Couture has many weaknesses. Currently their pricing is at a high of $698. As a company that is not popular at all, these prices are an issue. With the past trading of the company, the brand has lost it’s zeal. The average 20ish year old is not likely to purchase products that are at a high of $698. Another weakness is the recent close of all their brick and mortar stores, Juicy Couture currently has zero stores, and is sold online only and in Kohls. That creates an issue because consumers not only have a high price point they have to pay if they want the product, but also, there are no stores here in the U.S for them to see the product, and try it on. Also, when a consumer thinks of Kohls, they think a good price, but not necessarily a good quality product. This creates an issue for Juicy when they want to re-open new stores in the U.S, the consumers might not cling to that idea right away, because they will see Juicy as a brand that

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sells to Khohls. Not only that, but since Juicy has recently changed their products style, the once popular brand for their apparel has gone down. Their product assortment is not only too broad, but also not diverse. They have far too many prints, not enough silhouettes, and does not fit their demographic. Because the consumer is so used to the brand that is known for track suits, re-branding to the consumer with a total change in their look, creates an issue. Juicy Couture did not properly introduce their new brand to their consumer, in the right marketing that is suitable for a 20ish year old. Re-branding is not an issue, the issue lies in the poor research of their demographic choice. If they researched better, they would have found that the average 20ish year old does not have that type of money that they are asking for their products, as well as that type of girl is not wearing prints and/or silhouettes that they have introduced.

O

There are many opportunities that Juicy Couture has for it’s future. There is a new demographic that they are now reaching out to, and that brings lots of potential.

Unfortunately they aren’t producing the right product for their demographic. An opportunity can be to rework their products, to fit the 20ish girl they want to reach out to. The demographic that is chosen now is one that might be in college, or just starting a career, and the price points that they have aren’t exactly reasonable ones. This is another opportunity that Juicy Couture can have, reworking their price points to fit their demographic today. Marketing strategies as well as creating new incentives for customers to shop, are another way for Juicy Couture to become stronger as a business.

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There is plenty of opportunity in this area, ways they can strengthen themselves in the fashion industry is trying a different approach to getting the customers attention. For example, having giveaways, or activities online, or even doing an actual pop up shop for consumers to see the product in person versus online.

T

The comeback of brick and mortar stores is a huge threat to Juicy Couture. Many companies such as Amazon are realizing that it is not enough to simply have an online presence.

Especially in the retail market where consumers like to touch and try on products. There are many womenswear apparel companies in the market today which is also a great threat to Juicy Couture who is trying to find their place in the market today. With customers having so many companies to choose from when shopping, they are likely to select one of the many companies that offers a similar product at a much lower price point or a company that has popularity and prestige among their peers.

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Brand as a:

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Image Source: Inez Van Lamsweerde and Vinoodh Matadin

PERSON 18

Juicy Couture markets a biker chic look, that includes edgy pieces made with leather, flirty florals, and a cool attitude.

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Image Source: Inez Van Lamsweerde and Vinoodh Matadin

PRODUCT 20

Juicy Couture has a wide assortment of products. Currently they are marketing a complete look to their consumers.

A company that used to market solely perfume, or a handbag, is now marketing heavily on apparel. This gives their consumers an idea of how to put together their individual edgy/chic pieces.

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Image Source: Juicy Couture

SYMBOL

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Juicy Couture has a multiple that they use with their products. But one comes to mind when one thinks about the Juicy Couture brand. The two dogs, and Juicy Couture banner with the crown, (this was the companies first logo).

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Image Source: Inez Van Lamsweerde and Vinoodh Matadin

ORGANIZATION 24

Fashion Forward Cool

Juicy Couture has always marketed themselves as having a LA heritage. They want to appeal to a 20ish year old woman who

Edgy

is totally into social media, is fashion forward, and enjoys

Social media savvy

edgy/cool pieces to take with her wherever she goes.

LA Heritage

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Competitors/ Juicy Pricing:

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Product Assortment:

Product Assortment:

Dresses: $128-$298

Denim: $79.50-$178

Rompers:198-$248

Tops: $24.50-$89.50

Juicy Tees: $43-$68

Sweaters: $59.50-$138

Tops: $108-$168

Dresses: $59.59-$298

Sweaters:$148-$310

Jackets: $89.50-$328

Outerwear: $198-$698

Jumpsuits: $89.50-$150

Bottoms: $98-$178

Pants: $59-$128

Juicy Jeans: $148-$178

Shorts: $69.50-$98

Sleepwear: $52-$92

Skirts: $69-$118

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Product Assortment:

Product Assortment:

Tops: $38-$368

Denim: $89-$129

Sweaters: $128-$1,068

Tops: $20-$125

Dresses: $48-$998

Sweaters: $74-$129

Jackets: $198-$1,798

Dresses: $40-$500

Jumpsuits: $228-$398

Jackets: $80-$400

Pants: $158-$398

Jumpsuits: $89-$169

Skirts: $118-$698

Pants: $40-$200 Skirts: $69-$98

Perceptual Map High Price

Low Accessibility

Juicy Couture

High Accessibility

Low Price 29

Based

on

our

BCBGMAXAZRIA, closest

findings, bebe,

and

competitors.

we

found

Guess We

were

looked

that

accessibility area, with a mid price

our

point, and Guess was placed in a mid

for

to high accessibility, and a mid price

similarities in price, product assortment & demographic. BCBGMAXAZRIA was place in the high price point, with a mid to high accessibility, bebe was placed in a high

30

point.

Current Distribution

In the U.S., Juicy Couture is available

intimates, kidswear and footwear, with

digitally

a focus on opening girls’ and intimates

directly

through

their

website or wholesaled to Kohls. The

free-standing

company decided to sell it’s Spring/

Licensing partners for the global Juicy

Summer 2014 collection through Kohl’s

Couture Black Label Collection include

because the brand is going through a

Elizabeth Arden (fragrance), Steve Madden

transition and a new design direction

(footwear),

and

ordinarily

(eyewear), Contour (tech accessories)

influence consumer acceptance of their

and Swimwear Anywhere (swimwear).ABG is

products, many of which are outside

currently

their

didn’t

com, the global e-commerce and brand

think they would be able to sell their

site to offer consumers around the world

products at prices that would generate

greater

a profit. On the licensing front, The

Black Label Collection.

other

factors

control.

that

Juicy

Couture

shops

Movado

internationally.

(watches),

re-launching

access

to

the

Safilo

JuicyCouture.

Juicy

Couture

Juicy Couture Black Label Collection is being expanded by Authentic Brands Group

(ABG)

with

new

offerings

in

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Current Communication/Promotion Instagram: Followers 390K Facebook:Likers 2.6 Mil Twitter: Followers 153K Juicy Couture has a social media presence but many customers are not aware of this.

The

The

#givemewhatiwant .This hashtag is a way

company’s

activity

on

these

social

company

has

adopted

the

hashtag

platforms is relatively consistent. Juicy

to

Couture

both

way dialogue.In the past, Juicy Couture

Facebook and Instagram. On Twitter, the

held a contest asking customers to post

company consistently posts every two hours.

pictures of their holiday wish list & tag @

posts

every

other

day

on

engage

with

the

consumer

in

a

two

juicycouture and hashtag #givemewhatiwant.

Current Advertising:

The winner won a trip to California and a

Juicy Couture is currently utilizing YouTube

$1,000 shopping spree at Juicy Couture.

videos to engage with their customer. While watching the video, the consumer has the

During

ability to click on the link highlighted

campaign, Juicy Couture utilized Snapchat

over the products, this link will then

to give their fans a behind-the-scenes

take them to the Juicy Couture website to

look at the new collection, which received

purchase that particular product. Juicy

a great deal of attention from the younger

Couture advertisements have been featured

social media savvy customer.

in

ELLE

Bazaar, Nylon.

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magazine, Instyle,

Teen

Vogue,

Vogue, Marie

their

Spring

2014

advertising

Harpers Claire

&

*Current spend figures for communication and promotional activities could not be disclosed.

Image Source: Thanks Mr. Postman Blog

Direct Marketing Initiatives

Currently, Juicy Couture has an option for consumers to sign up for their free Couturist email. Through this, they send the consumer exclusive coupons, email alerts when there is new product & any new marketing for Juicy Couture. Juicy Couture also has their samples featured in Birch Boxes, and have a live chat option for their consumer to contact a representative with any questions or concerns.

Due to the fact that Juicy Couture is only sold online and in Kohls, there are no recent findings of them having a sales incentive for their employees.

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MARKET ANALYSIS 34

Initiative [Re-embedding Juicy Couture in their LA heritage]

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Image Source: LA City

Our initiative will be in Los Angeles, CA (90028), during the month(s) February-March. We chose this location, to keep Juicy Couture in their LA heritage that it was founded on.

LA is the most populous city in the U.S. state of California and the second most populous in the United States, after New York City, with a population

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at the 2010 United States Census of 3,792,621.

90028 For

our

initiative,

we

plan

to

open

a

pop

up

shop

February

1,2015-March 31,2015,in the 90028 zip code in Los Angeles, California.

Los Angeles is where Juicy Couture got its start as a company,therefore, we think that it is appropriate to make this the starting point for rebranding Juicy Couture. Our shop will be right on the Hollywood Blvd strip, that is known for it’s high foot traffic(80,000-95,000 DAILY) 365 days a year. It will be open during the time of the Oscars.

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38 Image Source: Dolby Theatre

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Pestel Analysis POLITICAL:

Due to the

The United States is a Federal Constitutional

government,it

Republic,

leader,

this particular initiative, that not only

Barack Obama holding the presidency since

do we need to be aware of federal policies,

2009. According to the World Bank, the US

but also state and local policies too. Los

has a strong democratic setup that makes

Angeles has a fifteen-member city council

the United States a positive market to do in

headed

business. Elections are considered to be fair

in-depth research we have pinpointed Los

and transparent, with active participation

Angeles,CA as an excellent location for a

from citizens in every state. However, the

pop up shop during the month(s) February-

involvement of business interest groups in

April. Mayor Eric Garcetti unveiled plans

the election process, through the provision

for the anticipated spending budget for

of soft funds, occasionally makes the system

2013/2014,

of policy making biased. The United States

million annually to grow tourism in LA. The

has a rating of 83.99% of ease of doing

plan also addresses improvements in putting

business with it being ranked number 4 out

the budget towards more marketing in the

of 189 economies.

Hollywood Blvd. area. (tourism improvement

with

Democratic

Party

by

district).

40

nature is

Mayor

which

of

the

important

Eric

now

United to

note

Garcetti.

stands

States

at

for

Through

$17.7

ECONOMIC: The

US has one of the most developed

economies

in

the

world

with

finance,

insurance, real estate, rental, leasing, health

care,

professional,

social

business

and

assistance, educational

services account[ing] for more than 40 percent of the GDP. Retail and wholesale trade creates another 12 percent of the wealth (Trading Economics). The government related services fuel 13 percent of GDP. Utilities, transportation and warehousing

percent(Trading Economics).

The US economy is currently under recovery but while the markets appear to be fairing well, the average American is not, which is

apparent

through

high

unemployment

rates and strong household debt (Trading Economics). With this in mind, the United States its

has

growth

the

potential

considering

to

that

increase “consumer

confidence is bouncing back, climbing above the level it held before the government shutdown and winter weather took a toll”

and information account for 10 percent

(Payne). In particular the United States

of the GDP. Manufacturing, mining, and

is expected to have accelerated retail

construction constitute 17 percent of the

sales growth because there is “an expected

output. Agriculture accounts for only 1.5

4% jump in personal income” (Payne). With

percent of the GDP” (Trading Economics).

more money to spend, there is high potential

On average the GDP annual growth rate is

for consumers to continue there spending

about

and have more confidence to purchase some

3.21

percent,

however

this

past

year the United States only saw a growth of

2.30

percent

(Trading

of Juicy Couture’s new product line.

Economics).

Analysts from Kiplinger expect the GDP growth rate for 2014 to only reach 2.40

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Minimum wage is $9 in Los Angeles. It is expected to increase to $10 in 2016 (Minimum

SOCIAL:

Wage Orders). The unemployment rate is

In 2013 the population of the United States

9.6%. This could effect out initiative

was estimated to be 316.7 million. In a

because if people are not working, they

PowerhouseCoopers LLP survey, 15% of survey

wont be willing to spend. Though it may not

respondents say that over the last year,

effect us, seeing as though our location

they have shopped with only one retailer

is a tourist destination, where most of

through any channel. That’s up from 8% in

the revenue comes from tourism. In 2012,

2012. A further 43% report shopping with

Los Angeles tourism broke the record with

between two and five retailers over the

41.4 million visitors, spending on the

past year, up from 35% in 2012. 27% of

tourism industry was $16.5 billion.

respondents say they shop with six to 10 retailers, down from 35% the year before.

14% shop with 11 to 20, down from 21% in the previous year, while 1% shop with 21 or more, the same as in 2012 (Reuter).

Also,extended federal rights were granted for same sex couples after the supreme court verdicts (Washington Post).

42

Los Angeles has a population of 30,818

TECHNOLOGICAL:

population

The United States has a strong awareness

identifies themselves as gay,lesbian,bi-

of technological advances and is making

sexual or transgender. This third of the

many successful endeavors into research

population has a higher disposable income

and development of various technologies.

when compared to any other segment of the

President Barack Obama has stated that

Los Angeles population. West Hollywood

“whether

plans to expand that reach and they have

harnessing clean energy, protecting our

realized that gay and lesbian tourists

security

are more likely to spend more on travel

economy, our future depends on reaffirming

and

America’s roles as the world’s engine of

people.

A

third

leisure

counterparts.

than

of

this

their

heterosexual

its

or

scientific

improving

our

succeeding

discovery

in

and

innovation (Executive

health

the

or

global

technological

Office

of the

President). The United States has also made many moves to increasing its mobile and online commerce channels.

43

Los Angeles is known for being on the cusp

LEGAL:

of technological advances because Apple

The key to doing business in the United

is located in California. The 2015 budget

States is to understand the business climate

proposed $680 million for the national

and the laws of the business environment.

institute of standards and technology for

Worker and employee laws have been given

the United States.

by the US Congress over the years giving specific protection and addressing rights

ENVIRONMENTAL:

of the employees. Other protections can

Recently several designers such as Levis, and

also be added by agencies and individual

Mark & Spencer, have started an initiative

states and local governments, which can

that helps save the earth. It is done by

extend beyond what is given by the federal

stopping the use of trees for fabrics such

government. Protections that we should be

as rayon, viscose, modal, and lyocell, and

aware of include: minimum wage and maximum

replacing it with alternative materials.

hour

Recently there have been several endangered

and safety requirements, and notice of

forests, and without forests, the air quality

termination protection. As a US resident

would be poor (Earth Day).

corporation we are taxed by the United

rules,

nondiscrimination,

health

States on our worldwide income,including capital gains. Net taxable income is subject to a graduated rate structure ranging from 15 percent to 35 percent. US corporations

44

are required to file income tax returns

for each tax year. There are many things

What we must understand regarding conducting

to understand with US taxation especially

business in the United States is that most

considering that there are numerous taxing

companies establish their business within a

jurisdictions in the United States and the

state, and as a result, must first comply

various

subdivisions,including

with the state regulations for establishing

states, counties, cities, towns and villages.

a business, along with the reporting rules

For tax purposes, we should also be aware

and

that no matter if “a company is on a cash or

accounting records. Since we are setting up

accrual basis for tax purposes, payments for

our location in California we must be aware

business operations are expensed in the year

of any business practices within that state

they are paid. Some classes of expenses can

as well as on a federal level.

political

requirements

for

maintaining

proper

be “capitalized,” meaning their impact will be spread over several periods” (Accounting Web). These expenses typically are for the development of company assets such as new buildings, computer software, furniture and equipment.

45

Size of Retail Market Number of apparel retail establishments in Los Angeles: 5,273 Number of women’s apparel establishments in Los Angeles:1,322 Apparel retail sales in Los Angeles: $178.1 million Women’s apparel retail sales in Los Angeles: $41.3 million

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Image Source: Steven B.

Image Source: Fashion Lollipop Blog

Image Source: Getty Images

Key Players Online retailer Nasty Gal is a

BCBGMAXAZRIAGROUP is taking the Chairman and Founder Manny Mashouf

fashion company based out of

world by storm. With critically opened the first bebe boutique in

Los

acclaimed

Angeles,

fast-growing

California. e-commerce

The site

elite

collections,

following

and

a a

loyal 1976 in San Francisco. Recognizing strong a demographic that was neither

for vintage-inspired fashion,

worldwide presence, this fashion junior nor bridge, Manny created

is gearing up for its first

powerhouse has evolved into one the

brick-and-mortar

of

Los

Angeles

store.

startup

aims

The to

the

hottest

names

in

first

contemporary

fashion

the brand. Over 35 years later, bebe

fashion industry today. Founded has established itself as one of

open its first retail store in

in

its hometown by the end of 2014

the lifetime vision of one man: (bebe).

(Nasty Gal).

Founder, Designer, Chairman and

1989,

BCBGMAXAZRIAGROUP

is the world’s top fashion retailers

Chief Executive Officer Max Azria.

After years of success designing women’s

wear

in

Paris

and

Los

Angeles, Azria decided to pursue his dream of launching a design house that spoke to the modern woman, and BCBGMAXAZRIA was born (BCBGMAXAZRIA).

47

Indirect Competition Los Angeles is a tourist destination

-Keith Sweat

which means there are many activities

Nokia Theatre Live - L.A.

for locals and visitors to participate

February 14, 2015 Saturday Time: TBA

in. We will focus on the events and

-Ariana Grande

activities that will occur concurrently

The Forum Inglewood, CA

with our pop up shop dates.

April 8, 2015 Wednesday 7:30 pm

Sporting Events: -Denver Nuggets vs. LA Lakers

Festivals:

Tuesday, February 10 @ 7:30PM

-L.A. BACHATA FESTIVAL

-Brooklyn Nets vs. LA Lakers

February 12th-15th, 2015

Friday, February 20 @ 7:30PM

At the Westin Hotel by LAX

-Oklahoma City Thunder vs. LA Lakers

-Festival of Books

Sunday, March 1 @12:30PM

Saturday, April 18, 2015|10AM–6PM

Concerts:

Sunday, April 19, 2015|10AM – 5PM

-Enrique Iglesias & Pitbull Staples Center Los Angeles, CA February 13, 2015 Friday Time: TBA

48

Target Consumers:

49

Image Source: Fashion 365 blog

Mona Britten * Age:28 * Income: $52,000-$56,000 * Job: Entrepreneur * Status: Single * Location: Miami, FL * Education: College Graduate * Car: Mazda 3 * Music: Country/Pop * Magazine: VOGUE Italia *Fav Tech: Iphone 6 * Loves versatile pieces, with bold colors, and prints

50

Hobbies: the

Mona

beach,

enjoys and

girlfriends

walking

getting

her

Froyo

dog

with

on her

on the weekends. She is all

about her business, but values her family just as much. Every year Mona & her girls plan a trip to Los Angeles, LA to attend the Oscars.

(VALS TYPE) Innovator: Image

is

important

to

Innovators, not as evidence of status or power but as an expression of their taste, independence, are

among

and

the

personality.

established

and

Innovators emerging

leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

51

Image Source: Pernilla Lofberg

Ava Jones * Age:30 * Income: $60,000-$71,000 * Job: Public Relations * Status: It’s complicated * Location: Manhattan, NY * Education: College Graduate * Car: N/A * Music: Indie * Magazine: i-D *Fav Tech: Blackberry * Loves versatile pieces, with bold colors, and prints

52

Hobbies: Ava is very passionate about her career. Although she works a lot, she really enjoys catching a local show featuring new Indie artists. She makes it a priority to see her grandma in LA every year, and enjoys being around such wisdom.

(VALS TYPE) Experiencer: Experiencers consumers proportion

and of

entertainment,

spend their and

a

are

avid

comparatively

high

income

on

socializing.

fashion, Their

purchases reflect the emphasis that they place on looking good and having “cool� stuff.

53

Image Source: 2piezas Blog

Brittany Smith * Age:26 * Income: $44,000-$56,000 * Job: Accountant * Status: In a relationship * Location: Los Angeles, CA * Education: College Graduate * Car: Audi S4 * Music: R&B, classical * Magazine: ELLE *Fav Tech: Nike Fit band * Loves versatile pieces, with bold colors, and prints

54

Hobbies: Brittany enjoys pampering herself at the spa or shopping with girlfriends and catching a new release with her boyfriend at the movies. She parties occasionally and loves to have fun. To Brittany, image is everything and she is always looking for innovative fashion trends.

(VALS TYPE) Innovator: Image

is

important

to

Innovators, not as evidence of status or power but as an expression of their taste, independence, are

among

and

the

personality.

established

and

Innovators emerging

leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

55

Taylor Howard * Age:28 * Income: $31,000-58,000 * Job: Insurance Claim Specialist * Status: Married with two kids * Location: Los Angeles, CA * Education: College Graduate * Car: Nissan Juke * Music: Country, Pop * Magazine: Vogue * Fav Tech: Apple Iphone * Loves versatile pieces, with bold colors, and prints

56 Image Source: Haute and Rebellious Blog

Hobbies: Taylor is a woman who values health and fitness. In her free time, she enjoys working out and doing yoga at a nearby park.

She loves visiting art museums and attending business events with her husband. She also enjoys mommy weekends where she is able to shop with her sorority sisters from college.

(VALS TYPE) Strivers: Strivers are active consumers because shopping is both a social activity and an opportunity to demonstrate to peers their ability to buy. As consumers, they are as impulsive as their financial circumstance will allow.

57

Image Source: lipstick catwalk blog

Thao Ming * Age: 24 * Income: $29,000-$41,000 * Job: Flight Attendant * Status: Single * Location: Los Angeles * Education: College Graduate * Car: Toyota Yaris * Music: Punk, pop * Magazine: Cosmo * Fav Tech: Tablet * Loves versatile pieces, with bold colors, and prints

58

Hobbies: Thao is free-spirited and enjoys traveling. When she isn’t traveling the world as a flight attendant, she enjoys hiking and hanging out at a local hookah bar. She enjoys purchasing the latest technology and lives for social media. As for her style, anything goes and she loves prints. Selfies and FaceTime are her bestfriends.

(VALS TYPE) Experiencer: Experiencers consumers proportion

and of

entertainment,

spend their and

a

are

avid

comparatively

high

income

on

socializing.

fashion, Their

purchases reflect the emphasis that they place on looking good and having “cool� stuff.

59

LOCATION 60

Since our location is in a tourist spot (Hollywood Blvd.), we will not only have the locals shop at our pop up shop, but also we will have people from all over the world. The Oscars brings in people not only from the United States, but from international places as well. We pinpointed where our main consumer will come from in the United States, and gave lifestyle & behavior traits of each one.

61

Los Angeles,CA (90028) Prizm

90028 has a population of 30,818, with a median age 36.1, and customer spending of $593 Million a year.

A large portion of the population in 90028 lives in a one person per home, and a large portion of the population have no children.

62 Image Sources: Prizm

The main population in this location is age 21-34, which is perfect because Juicy Couture’s target consumer is the 20ish female.

The majority of the population has a income of $25k.

63 Image Sources: Prizm

Most common segments for 90028 65 Big City Blues Lower Mid Middle Age Family Mix With a population that’s more than 40 percent Latino, Big City Blues has one of the highest concentration of Hispanic-Americans in the nation. But it’s also the multi-ethnic address for low-income Asian and African-American households occupying older inner-city apartments.

Concentrated in a handful of major metros, these middle-aged singles and single-parent families face enormous challenges: low incomes, uncertain jobs, and modest educations (PRIZM).

*2014 Statistics US Households: 1,393,221 (1.16%) Median HH Income: $33,649

Lifestyle & Media Traits Shop at Duane Reade Go to soccer games Read Star Watch Univision Kia car Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

64

Most common segments for 90028 16 Bohemian Mix Upper Mid Middle Age Family Mix A collection of mobile urbanites, Bohemian Mix represents the nationâ&#x20AC;&#x2122;s most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew (PRIZM).

*2014 Statistics US Households: 2,247,236 (1.87%) Median HH Income: $56,676 Lifestyle & Media Traits Shop at The Gap Watch foreign movies Read GQ Watch Boxeo Telemundo Audi S4 Demographics Traits Urbanicity: Urban Income: Upper Mid Income Producing Assets: Above Avg Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: Professional Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

65

Most common segments for 90028 66 Low-Rise Living Lower Mid Middle Age Mostly w/ Kids The most economically challenged urban segment, Low-Rise Living is known as a transient world for middle-aged, ethnically diverse singles and single parents. Typically, the commercial base of Mom-and-Pop stores is struggling and in need of a renaissance (PRIZM).

*2014 Statistics US Households: 1,772,169 (1.47%) Median HH Income: $27,536 Lifestyle & Media Traits Rarely shop online Buy music from music store Read Latina Watch boxing Minivan Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <55 Presence of Kids: Mostly w/ Kids Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: Some High School Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

66

31 Urban Achievers

Most common segments for 90028

Lower Mid Younger Mostly w/o Kids Concentrated in the nationâ&#x20AC;&#x2122;s port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English (PRIZM).

*2014 Statistics US Households: 1,889,236 (1.57%) Median HH Income: $37,332 Lifestyle & Media Traits Shop at FedEx Office Read comic books Read New Yorker Watch soccer Toyota Yaris Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <35 Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

67

Most common segments for 90028 59 Urban Elders Downscale Older Mostly w/o Kids For Urban Elders--a segment located in the downtown neighborhoods of such metros as New York, Chicago, Las Vegas, and Miami--life is often an economic struggle. These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals (PRIZM).

*2014 Statistics US Households: 1,666,173 (1.39%) Median HH Income: $27,656 Lifestyle & Media Traits Shop at RiteAid Buy collectibles by phone Read Jet Watch daytime soaps Unlikely to buy new cars Demographics Traits Urbanicity: Urban Income: Downscale Income Producing Assets: Below Avg Age Ranges: 55+ Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: Mostly Retired Education Levels: Some High School Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

68

69

Manhattan, NY (10019) Prizm

10019 has a population of 43,233, with a median age 38.9, and customer spending of $1,516 Million a year.

A large portion of the population 10019 lives in a one and two person home, and a large portion of the population have no children.

70 Image Sources: Prizm

The main population in this location is age 21-34, which is perfect because Juicy Coutureâ&#x20AC;&#x2122;s target consumer is the 20ish female.

The majority of the population has a income of $150k.

71 Image Sources: Prizm

Most common segments for 10019 16 Bohemian Mix Upper Mid Middle Age Family Mix A collection of mobile urbanites, Bohemian Mix represents the nationâ&#x20AC;&#x2122;s most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew.

*2014 Statistics US Households: 2,247,236 (1.87%) Median HH Income: $56,676 Lifestyle & Media Traits Shop at The Gap Watch foreign movies Read GQ Watch Boxeo Telemundo Audi S4 Demographics Traits Urbanicity: Urban Income: Upper Mid Income Producing Assets: Above Avg Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: Professional Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

72

Most common segments for 10019 07 Money and Brains Wealthy Older Family Mix The residents of Money & Brains seem to have it all: high incomes, advanced degrees, and sophisticated tastes to match their credentials.

Many of these city dwellers are married couples with few children who live in fashionable homes on small, manicured lots.

*2014 Statistics US Households: 2,541,005 (2.11%) Median HH Income: $88,837 Lifestyle & Media Traits Shop at Banana Republic Travel for business Read New York Times Watch tennis Mercedes E Class Demographics Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 45-64 Presence of Kids: Family Mix Homeownership: Mostly Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

73

Most common segments for 10019 31 Urban Achievers Lower Mid Younger Mostly w/o Kids Concentrated in the nationâ&#x20AC;&#x2122;s port cities, Urban Achievers is often the first stop for up-and-coming immigrants from Asia, South America, and Europe. These young singles, couples, and families are typically college-educated and ethnically diverse: about a third are foreign-born, and even more speak a language other than English.

*2014 Statistics US Households: 1,889,236 (1.57%) Median HH Income: $37,332 Lifestyle & Media Traits Shop at FedEx Office Read comic books Read New Yorker Watch soccer Toyota Yaris Demographics Traits Urbanicity: Urban Income: Lower Mid Income Producing Assets: Low Age Ranges: <35 Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

74

Most common segments for 10019 59 Urban Elders Downscale Older Mostly w/o Kids For Urban Elders--a segment located in the downtown neighborhoods of such metros as New York, Chicago, Las Vegas, and Miami--life is often an economic struggle.

These communities have high concentrations of Hispanics and African-Americans and tend to be downscale, with singles living in older apartment rentals.

*2014 Statistics US Households: 1,666,173 (1.39%) Median HH Income: $27,656 Lifestyle & Media Traits Shop at RiteAid Buy collectibles by phone Read Jet Watch daytime soaps Unlikely to buy new cars Demographics Traits Urbanicity: Urban Income: Downscale Income Producing Assets: Below Avg Age Ranges: 55+ Presence of Kids: Mostly w/o Kids Homeownership: Renters Employment Levels: Mostly Retired Education Levels: Some High School Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

75

Most common segments for 10019 04 Young Digerati Wealthy Younger Family Mix Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.

*2014 Statistics US Households: 1,542,616 (1.28%) Median HH Income: $91,183 Lifestyle & Media Traits Shop at Bloomingdaleâ&#x20AC;&#x2122;s Travel to Asia Read Dwell Watch Independent Film Channel Audi A3 Demographics Traits Urbanicity: Urban Income: Wealthy Income Producing Assets: Elite Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Renters Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix

Image Source: Prizm

76

77

Miami, FL (33166) Prizm

33166 has a population of 43,233, with a median age 38.9, and customer spending of $1,516 Million a year.

A large portion of the population 10019 lives in a one and two person home, and a large portion of the population have no children.

78

Image Sources: Prizm

The main population in this location is age 21-34, which is perfect because Juicy Coutureâ&#x20AC;&#x2122;s target consumer is the 20ish female.

The majority of the population has a income of $25k.

79 Image Sources: Prizm

Most common segments for 33166 36 Blue-Chip Blues Midscale Younger w/ Kids Blue-Chip Blues is known as a comfortable lifestyle for ethnically-diverse, young, sprawling families with well-paying blue-collar and service jobs. The segmentâ&#x20AC;&#x2122;s aging neighborhoods feature compact, modestly priced homes surrounded by commercial centers that cater to child-filled households.

*2014 Statistics US Households: 1,422,780 (1.18%) Median HH Income: $51,324 Lifestyle & Media Traits Shop at The Disney Store Buy Spanish/Latin music Read Family Fun Watch Animal Planet Volkswagen Routan Demographics Traits Urbanicity: Suburban Income: Midscale Income Producing Assets: Below Avg Age Ranges: 25-44 Presence of Kids: HH w/ Kids Homeownership: Mix, Owners Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

80

Most common segments for 33166 44 New Begginnings Downscale Middle Age Family Mix Filled with young, single adults, New Beginnings is a magnet for adults in transition. Many of its residents are twentysomething singles and couples just starting out on their career paths--or starting over after recent divorces or company transfers. Ethnically diverse--with nearly half its residents Hispanic, Asian, or African-American--New Beginnings households tend to have the modest living standards typical of transient apartment dwellers.

*2014 Statistics US Households: 1,686,059 (1.40%) Median HH Income: $32,318 Lifestyle & Media Traits Order from Victoriaâ&#x20AC;&#x2122;s Secret Buy gospel music Read Essence Watch Telemundo Mitsubishi Lancer Demographics Traits Urbanicity: Suburban Income: Downscale Income Producing Assets: Low Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

81

Most common segments for 33166 46 Old Glories Downscale Mature w/o Kids The residents of Old Glories are the nation’s downscale suburban retirees, Americans aging in place in older apartment complexes. Households in this racially-diverse segment often contain widows and widowers living on fixed incomes who tend to lead home-centered lifestyles.

They’re among the nation’s most ardent television fans, watching game shows, soaps, talk shows, and news magazines at high rates.

*2014 Statistics US Households: 1,096,869 (0.91%) Median HH Income: $31,989 Lifestyle & Media Traits Shop at Kmart Own treadmill Read Saturday Evening Post Watch Crimetime Saturday Ford Econoline Demographics Traits Urbanicity: Suburban Income: Downscale Income Producing Assets: Low Age Ranges: 65+ Presence of Kids: HH w/o Kids Homeownership: Mix, Renters Employment Levels: Mostly Retired Education Levels: High School Grad Ethnic Diversity: White, Black, Mix

Image Source: Prizm

82

Most common segments for 33166 52 Suburban Pioneer Downscale Middle Age Family Mix Suburban Pioneers represents one of the nationâ&#x20AC;&#x2122;s eclectic lifestyles, a mix of singles, recent divorcees, and single parents who have moved into older, inner-ring suburbs. They live in aging homes and garden-style apartment buildings, where the jobs are scarce and the money is tight. But what unites these residents--a diverse mix of Whites, Asians, Hispanics, and African-Americans--is a working-class sensibility and an appreciation for their off-the-beaten-track neighborhoods.

*2014 Statistics US Households: 1,168,660 (0.97%) Median HH Income: $35,292 Lifestyle & Media Traits Shop at Lane Bryant Buy action figures Read Fit Pregnancy Watch Ellen DeGeneres Show Dodge Nitro Demographics Traits Urbanicity: Suburban Income: Downscale Income Producing Assets: Below Avg Age Ranges: <55 Presence of Kids: Family Mix Homeownership: Homeowners Employment Levels: White Collar, Mix Education Levels: Some College Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

83

Most common segments for 33166 22 Young Influentials Midscale Middle Age w/o Kids Once known as the home of the nationâ&#x20AC;&#x2122;s yuppies, Young Influentials reflects the fading glow of acquisitive yuppiedom. Today, the segment is a common address for middle-class singles and couples who are more preoccupied with balancing work and leisure pursuits and who live in apartment complexes surrounded by ball fields, health clubs, and casual-dining restaurants.

*2014 Statistics US Households: 1,660,557 (1.38%) Median HH Income: $49,942 Lifestyle & Media Traits Shop at Best Buy Play racquetball Read Details Watch American Dad Mazda 3 Demographics Traits Urbanicity: Suburban Income: Midscale Income Producing Assets: Below Avg Age Ranges: <55 Presence of Kids: HH w/o Kids Homeownership: Renters Employment Levels: WC, Service, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mix

Image Source: Prizm

84

Area Attractions American Cinematheque Barnsdall Art Park Bob Hope Square (Hollywood and Vine) Broadway Hollywood Building Capitol Records Tower Chinese Theatre Dolby Theatre Grauman’s Egyptian Theatre El Capitan Theatre

Image Source: Alex Around the World Blog

Fonda Theatre Frederick’s of Hollywood

Hollywood Sign Hollywood and Highland Hollywood Pacific Theatre Hollywood Roosevelt Hotel Hollywood Walk of Fame Hollywood Wax Museum Hollywood Masonic Temple Madame Tussauds Hollywood Musso & Frank Grill Pantages Theatre

Image Source: Alex Around the World Blog

Ripley’s Believe It Or Not! Vista Theatre

85

Image Source: Google Maps

Parking

86

Area Factors

Although Hollywood is a rather small district within the bigger city limits of Los Angeles, there are many parking lots and garages scattered on either side of Hollywood Blvd. There is an average of 820 parking spaces per lot which provides enough parking for everyone, prices range from $5-$20 per day (Weho).

Transportation Los Angeles, CA (90028), known as Hollywood

approximately 5 hours 30 minutes—begins

Blvd. has plenty of transportation vehicles

in West Hollywood, going through Beverly

to take you to and from Hollywood Blvd.

Hills,

Some forms of transportation include:

transportation system.

Monica,

Venice,

is to take a Starline Tours ”Hop On Hop Off” bus. The company runs six different

2) The PickUp line- The PickUp Line, which is intended to prevent drunk driving and support West Hollywood nightlife.

routes which serve the most notable parts of the Los Angeles area, including West Hollywood,

Metro Bus and Rail Lines (15 routes)

Hollywood,

North

Hollywood,

Beverly Hills, Santa Monica, downtown Los

A single ride on a Metro bus or train costs $1.50. Transfers from the Metro to local municipal lines cost $.35. To save money purchase a TAP Card for day or week passes.

City Tours Tours-

Santa

2) Bus Tours- Another transportation option

1) The City Line-West Hollywood’s main public

Bike

Air,

Marina Del Rey, and Culver City.

Local Bus Routes

1)

Bel

Angeles, Venice and Marina Del Rey. 3)Taxisefficient,

Cabs

in

West

dependable,

Hollywood and

are

inexpensive

(the city, after all, is only 1.9 miles long), but you have to call for a ride.

rent

a

bike

or

take

a

sightseeing tour with Bikes and Hikes. Their “LA in a Day” Tour—a 32 mile journey lasting

4) Ridesharing- Ridesharing apps such as Uber and Lyft arrange low-cost rides with members of the community (Weho).

87

Image Source: Entrepreneur blog

HUMAN RESOURCES

88

Human Resources (Availability of Required Building & Staffing) The sales team will by headed by the former manager of Juicy Couture, Los Angeles. The manager will be in charge of hiring associates that fit into the new brand identity of Juicy Couture.

-Local staff (18 sales associates) -Local store manager (1 former Juicy Couture manager) -Visual Merchandiser

A month prior to the grand opening the Juicy Couture staff will be in Los Angeles to start pulling things together for the opening--construction,training,organizing. Training of the staff and the hiring process will begin in late December through a registered company, and the hiring process will end mid-January. After we, in conjunction with the store manager, have selected the staff, they will go through extensive training to learn about our company, services and product offering.

We will be hiring 19 local employees who will be trained a month prior to the opening. The shop will be open from 10am-10pm, Sunday through Monday.

89

POP UP SHOP 90

Located at 6650 Hollywood Blvd, Los Angeles, CA 90028. The building we are using for our pop up shop is called Shane Building (1930). It is a Art Deco design by S. Tilden Norton (1877-1959) and F.H. Wallis -- The building was first home of the Directors Guild of America -- also known as the Hirshfield Building when Hirshfield Apparel occupied it. It is 4,000 square feet, and can hold up to 800 people at one time. This building is perfect for our pop up shop, because of itâ&#x20AC;&#x2122;s location, size, and structure.

91 Image Source: Flickriver

Ambiance JUICY COUTURE STORE PLAYLIST Now Playing: Kelly Rowland (I’m dat chick) 2011 4:04 Play All

Share

Like

Beyonce ft.Chimamanda NgoziAdiche: (Flawless) 2013 4:11

FKA (Two Week) 2014 4:08

Sia (Chandlier) 2014 3:36

We would like to create a fun,high energy shopping environment for our customer. In order to do this, we will have exciting music, our store will be dimly lit, and we will utilize neon light tubes throughout the space. We have used lighting and trendy fixtures to create a hip yet edgy atmosphere for our customers. Our store will have an open layout allowing our customers to be able to walk freely through our space in order to select merchandise. The store’s ambiance will 92

appeal to the sense of smell by utilizing aromatherapy. Juicy Couture’s Viva la Juicy Noir

fragrance will be the store’s signature scent.

93

Floor Plan

The Juicy Couture pop up shop has an open floor plan that allows the customer to move around the store without any interruptions. There are six mannequins, six dressing rooms, and two seating areas in the store. The merchandise is arranged in a grid formation to allow customers to be able to find the products with ease. Our merchandise is set up to allow the customer to be able to put together an outfit themselves. It also allows the sales associates to be able to

94

find merchandise for customers quickly.

95

Merchandise Presentation

96

Dresses

Skirts

97

98

Shirts

Jackets

99

100

One Piece

PANTS

Pants

101

Fixtures

Mounted Rack $185

Shelves $40

Image Source:Uline

Image Source:Uline

102

Nyle Loveseat $349

Image Source:Pier 1 Imports

Faceout 12â&#x20AC;? $33

Image Source:Uline

Shag Rug $119.95

Image Source: Tiles, Walls, and floors

Rack $70

Image Source:Uline

Mannequin $195

Image Source:Barr Display

Pedestal for mannequin 11.5x11.5 $116.99 Image Source: Uline

103

Digital art

104

There will be 6 digital picture frames, showing images from the Oscars, past runway shows, etc. There will be one in each fitting room.

Plasma Screen

In the store, there will be one big screen TV (60 inch), that will go right behind the cashier area. It will show different images every 3 minutes.

Images will range from, Juicy Couture Pop Up logo, pictures from the trunk show, people taking selfies with our product, and more.

105

Windows

0 5 66

106

In-store displays

107

Go Backs

108

Safety To adhere to the guidelines that a passageway has to have, we will ensure that there is a 44inch width in between each fixture. Also, we will ensure that the fire extinguishers are up to date with inspections, and the water sprinklers are as well. There will be wet floor signs located in the stock room of the store, in the event someone spills or

Image Source:Baxter Clean Care Image Source: SNS fire protection

breaks something.

Security For our pop up shop, we want to make sure that we are taking care of our customers and our associates. We will have surveillance cameras throughout the store, as well as at the entrance of the store. This will capture any shoplifters,

Image Source: Tech Zim

as well as any crime that might happen while the shop is closed. We will also have an alarm system, as well as a panic button underneath the register for the employees in the case of an emergency.

109 Image Source: DSC

Products

110

For our initiative, we wanted to give Juicy Couture a different look for their products, to cater to their location, and still have the edgy look they are now marketing. We included bold colors, as well as neutrals, and one print, several pieces that are versatile, and can be taken from day to night for our customer. Our price points are lower, and more reasonable for the customer of Juicy Couture.

111

INSPIRATION 112

113

MOOD 114

115

TOPS Sizes XS-XL

116

Juicy Crop Dare To Be

$59

$89 117

The Hills

$79 118

Holly

$49

BOTTOMS Sizes 00-14

119

California Dreams 120

$119

Viva

$89

The Robertson

$79

Tapered Hollywood

$89

121

JACKETS Sizes XS-XL

122

Letâ&#x20AC;&#x2122;s Party

$259

Wild Thing

$209 123

124

Black Frenzy

After Party

$129

$109

SKIRTS Sizes 00-14

125

Sophie

$129 126

Eloise

$79

Antionette

$129

Glam

$89 127

DRESSES Sizes 00-14

128

Young & Free

$119

Juicy Tee Shirt Dress

$79 129

130

Drape Me

The Couturist

$79

$89

ONE PIECE Sizes 00-14

131

La Juicy

132

$159

Fade Away

$109

Hollywood Bliss

$159

Flirty

$79

133

Product Assortment Sizes 00

6%

2

9%

4

14%

6

14%

8

15%

10

17%

12

15%

14

10%

Total XS

134

%

100%

17%

S

19%

M

25%

L

20%

XL

19%

Total

100%

Shirts 35% Styles % of Shirts

Pants/Shorts 25% Styles % of Bottoms

The Hills

10%

California Dreams

9%

Dare To Be

5%

Tapered Hollywood

3%

Juicy Crop

5%

The Robertson

8%

Holly

15%

Viva

5%

Jackets 10% Styles % of Jackets

Dresses 15% Styles % of Dresses

Black Frenzy

2%

Drape Me

3%

Wild Thing

3%

Juicy Tee Shirt Dress

4%

After Party

4%

The Couturist

6%

Lets Party

1%

Young & Free

2%

One Piece 5% % of One Piece Styles

Skirts 10% Styles % of Skirts

Fade Away

2%

Antionette

2%

Flirty

1%

Sophie

2%

1%

Eloise

1%

1%

Glam

5%

La Juicy Hollywood Bliss

Total

135 100%

LOOK BOOK S/S 2015 136

Dress Young & Free $119 Jacket Letâ&#x20AC;&#x2122;s Party $259

Dress The Coutourist $89 Jacket Black Frenzy $129

Dress Drape Me $79

One Piece 137 Hollywood Bliss $159

Vest 138 After Party $109 Drawstring Pants Viva $89

Dress Juicy T-Shirt Dress $79

Shirt The Hills $79 Pants Tapered Pant $89

Shirt Holly Tank $49 Skirt Antoinette $129

Shirt Juicy Crop $59 Pants California Dreams $119

One Piece La Juicy $159

Vest Wild Thing $209 139 Skirt Sophie $129

COMMUNICATION & PROMOTIONAL PLAN 140

Pre, During, & Post Launch For our initiative, we will be doing several pre-launch, during & post launch communication & promotion plans. To include:

*Social Media just for the pop up shop in the 90028 location: 1)Facebook 2)Twitter 3)Instagram

* Giveaways *Email blast to tourist in locations that come to Hollywood Blvd. during the months of February-March *Billboards in major cities of CA *Ads on Pandora, and Instagram *Trunk show

The communication/promotional planning will start beginning of January, and end Mid April

141

6 Month PromoPlan For the months of December-May, we will post on Facebook, Twitter, and Instagram. For Facebook we will post at least once a day informing everyone know about the new pop up shop coming to LA, as well as any photos of the shoppers and events we have in store during the pop up shop. On Twitter, we will post a few times a day, and Instagram, at least once a day. The email blast will be sent out in the months March-May. How we will collect customer emails, is by asking this information at the register before they check out. This gives us their email to send coupons, as well as our look book with our S/S 2015 pieces, to share with friends and family. Our Pandora ad will be shown

December-May, making consumers aware of the pop

up shop before it opens, and keeping it fresh in their minds after it closes. Our sponsored IG ad will have the same time frame as the Pandora ad, and give the same information as well. We will place the billboards beginning of December and take them down at the end of March. The ad will tell the customers about the pop up shop, itâ&#x20AC;&#x2122;s location and when it is open.

142

DEC

JAN

Post-Launch

During

Pre-Launch

FEB

MAR

APR

MAY

COST

Facebook,Twitter, Instagram Post

$9,000

Email Blast

$4,200

Pandora Ad

$60,000

Sponsored IG Ad

$720,000

$144,900

Billboard

TOTAL Coupons

143 74

$938,100

Image Source: pbwebdev

Social Media

144

Twitter Post: There will be a Twitter, Instagram & FB post for our consumers to see about our pop up shop

Instagram Advertisement: Sponsored advertisement comes up 1 time per week (Advertised December 1-March 31,2015)

145

Facebook Post: We will post about the pop up shop (Pre,During, and Post of the initiative)

146

On the social media platforms, we will post about the giveaway during the month of January (January 1-31,2015), giving the consumer the chance to win a technology prize

Social Media Justification For our initiative, we wanted to focus on advertisements and promotional activities to being done mainly on a social media platform. Since our demographic is the 20ish girl who is tech savvy and loves social media, it was only fitting to have a presence on a few of the many platforms for social media (Facebook, Twitter, Instagram). According to Jeff Bullas,

70% Of marketers use FB to gain new customers

and his article â&#x20AC;&#x153;22 Social Media Facts and Statistics You Should Know in 2014â&#x20AC;?, he states that 72% of all Internet users are now active on social media and 18-29 year olds have an 89% usage on social media. On Facebook, there are currently 1.15 billion users, about 23% of the users login to their Facebook page at least 5 times per day, 47% say that a Facebook ad is their #1 influencer of purchases, and 70% of marketers used Facebook

34% Of marketers use Twitter

to gain new customers (Bullas). Another platform we want to use for this initiative is Twitter. According to Jeff Bullas, Twitter now has over 550 million registered users, 215 monthly active users, and 34% of marketers use Twitter to successfully generate leads (Bullas). Currently Instagram has 150 million active monthly users, and in the next year it is expected to reach more than 150 million.

72%

89%

23%

Of active Internet users on Social Media

Of 18-29 yr.olds use Social Media

Of Fb users that login 5 times a day

47%

Of consumers say that FB ads is their #1 influencer of purchases

147

Pandora

Pandora Advertisement: Advertisement will come up 4 times every hour (Advertised December 1-March 31,2015)

148

Pandora Justification Pandora is popular, with more than 200 million registered users in the United States and 71.2 million regular listeners. These listeners create stations, fine tune them, and share them with friends on the web, their mobile devices, and more. In May of 2013 and the average user spent 1 hour and 53 minutes listening per day and Pandora was the second most downloaded free app for iPhone (seventh for iPad), according to Pandora.

Also according to Pandora, 48% of US smartphone owners used Pandora on their device in the same month. Incredibly, that’s almost half (Bagwell Marketing).

One of the reasons Pandora is so popular with users and advertisers is because there aren’t too many advertisements. In fact, over the course of an hour, the typical user will hear less than four minutes of audio ads. This means more attention is being paid to ads that are played and the user experience isn’t tarnished by ad overkill. It’s a win-win for users and advertisers alike (Bagwell Marketing).

Advertisers can target users by age, location, gender, and even music genre. Woven between songs, your essentially unavoidable audio message is integrated right into the listener’s experience. In addition to 15-30 second audio ads, Pandora offers display ads, too. 300×250 is the standard banner size you’ll find that displays on your listening device. Pandora campaigns are impression-based and are charged on a CPM (Cost per thousand) basis. If you meet their minimum spend requirement they’ll produce your audio spots for you at no additional cost (Bagwell Marketing).

200 mil.

Registered users in the US.

72.2 mil.

Regular listeners in the US.

48%

149

Of US smartphone owners use Pandora on their device in 1 month

Email Blast: We will email about the pop up shop (During, and Post of the initiative)

Email Blast

150

In the emails, we will send look books of our looks to our customers,so they can share with their friends on all social media platforms. Also, we will write them asking how they love our new look.

Email Capture

Name, email, and zip code will be captured at the time of purchase. Doing this will give us the emails of our customers to check and see how they love their products, send them coupons, and any future look books that we have.

151

Email Justification

In 2013, 3.6 billion people had email accounts according to Jeff Bullas. Itâ&#x20AC;&#x2122;s estimated that by 2016, that number will increase to 4.3 billion people. Social media is a great way to generate leads, but email converts leads into customers (Entrepreneur). It is important for us to not only have social media, but also stick to some traditional approaches to getting the customer to be aware of our initiative.

3.6 bil.

People had email accounts in 2013

152

Traditional Advertising

153

Billboard

154

Bill board Advertisement: Billboard will be put up at the beginning of December, and taken down beginning of April.

Pins show where billboards will be located ( In the busiest countyâ&#x20AC;&#x2122;s in LA December-April 2015 ).

155

Billboard Justification

Although a lot of physical advertisement hasnâ&#x20AC;&#x2122;t been as popular lately, billboards havenâ&#x20AC;&#x2122;t left yet. According to Fair View Outdoor, Americans spend more time today in their vehicles. The average American spends about 15 hours a week in their cars, which means that other than the road, the billboards are all they have to look at. Billboards are also cost effective, on average they cost less than a penny per thousand, and they are big and bold for the consumer to see, making them want to shop at your location. We want to place our billboards for this initiative in locations around LA that are the busiest (Fair View Outdoor).

15 hrs.

A week Americans spend in their car

156

In-Store Communiction

157

Instagram Sign

Our customer is social media addicted, we want to create an atmosphere she loves to be around, and look cute while doing it !

Im at the pop up shop for Juicy Couture!! Right on Hollywood Blvd.

Come NOW, they have a whole new look....and Iâ&#x20AC;&#x2122;m OBSESSED #JuicyCouturePopUP

158

Hanging Instagram Frame: This frame will be hung in the store, so customers are able to try on clothes and take a picture on their Instagram, and hashtag #JuicyCouturePopup.This gives excitement in the store & marketing for Juicy Couture.

Instagram Justification

We placed an Instagram sign into our pop up shop. By doing this, we believe that it will give us a stronger presence on social media platforms. Customers can take pictures while in the store, trying on clothes or when they are about to check out. This can show the excitement in the stores to our customers all around the world.

159

Grand OpeningTrunk Show: For our initiative, we will have a trunk show, showcasing our S/S â&#x20AC;&#x2DC;15 Edgy collection. The trunk show will be promoted a couple days before the Oscars starts (it starts February 22,2015). The trunk show will take place February 20th, 2015, at 8pm-12am.

The trunk show is a great way to have people see the items on an actual moving person, and a way that they can ask any kind of questions about the new line.

160 Image Source: Seattle Magazine

161

Grand OpeningTrunk Show:

At the trunk show, there will be a showcase of the new S/S 2015 collection (It will last about 1.5 hours). Followed by the trunk show, there will be time to socialize and get to know our customers. There will be a DJ on the turntables, fog machines, neon lights, sparkling grape juice, and food. The event will last until midnight, and it will be promoted by Juicy Couture workers passing out fliers on the streets of LA. Flyerâ&#x20AC;&#x2122;s will be also given to hotels around the city, so our tourists can hear about the event, and sending it beginning of February to our celebrity list.

162

163

KPI 164

165

FINANCIAL PLAN 166

Advertisement & Promotion

167

Interior & Exterior

168

Total Budget & Revenue

169

Total Budget & Revenue

170

Total Budget & Revenue

171

Conclusion

The goal of this pop up shop is to bring awareness to Juicy Couture. By designing a new product line for Juicy Couture, we have made the brand more cohesive with the brand image they are presenting. Though our pop up shop is not generating a great amount of profit for Juicy Couture,our advertising and promotional efforts and our actual presence on Hollywood Boulevard will inform more people of the brand and our current activities.

172

173

APPENDIX 174

Social Media

Social media is a crucial part of todayâ&#x20AC;&#x2122;s consumers life. Every one is constantly on their phone, laptop & tablet.

175 Image Sources: Pixel Road Designs

176 Image Sources: Pixel Road Designs

177 Image Sources: Pixel Road Designs

WORKS CITED “10 Reasons Why Billboards Work.” Fairview. N.p., n.d. Web. 15 Nov. 2014.

Bullas, Jeff. “22 Social Media Facts and Statistics You Should Know in 2014 - Jeffbullas’s Blog.”

Jeffbullass Blog RSS. N.p., n.d. Web. 15 Nov. 2014.

“FALL 2014 HOLLYWOOD INGENUE CAMPAIGN.” - Juicy Couture -. N.p., 17 July 2914. Web. 15 Nov. 2014.

Kaufman, Alexander C. “Juicy Couture, All But Dead, Is Plotting A Comeback.” The Huffington Post.

TheHuffingtonPost.com, 24 June 2014. Web. 15 Nov. 2014.

Medina, Marcy. “Juicy Couture’s Digital Initiative.” WWD. N.p., 17 Oct. 2012. Web. 15 Nov. 2014.

PRIZM Market Segmentation Research, Tools, Market Segment Research,. N.p., n.d. Web. 15 Nov. 2014.

“U.S Census Bureau E-Stats.” N.p., 22 May 2014. Web. 15 Nov. 2014.

“U.S Census Bureau News.” N.p., n.d. Web. 15 Nov. 2014.

“VALS™ | US VALS™ Survey | SBI.” VALS™ | US VALS™ Survey | SBI. N.p., n.d. Web. 14 Nov. 2014.

Wahba, Phil. “Fifth & Pacific Sells Juicy Couture Brand for $195 Million.” Reuters. Thomson

Reuters, 07 Oct. 2013. Web. 15 Nov. 2014.

Young, Vicki M. “Authentic Brands Group Discusses Expansion Plans for Juicy Couture.” WWD. N.p.,

15 Mar. 2014. Web. 15 Nov. 2014.

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Alessandro Cannata FASM 410 Briana Young. Tanisha Johnson.Jasmine Bryant