Carly Hamer Merchandise Management
TABLE OF CONTENTS
Mission Statement Mission Philosophy Mood Board Customer Profile-‐Demographics Customer Profile-‐Psychographics Style Numbering Sheet Model Line Sheets Cost Sheets Development Calendar Unit DistribuAon Sheet Invoice Introductory Floor Plan Maintenance Floor Plan Clearance Floor Plan Key Code Sheet Fixture DescripAons MarkeAng Plan Press Packet
MISSION STATEMENT
Years ago upon traveling to Mesoamerica, a young traveler stumbled onto something spectacular. The craNsmanship was unlike anything she had ever seen. She suddenly felt the need to protect this treasure but wanted to share her findings with others. CARITAHA was created to do just that. The Ameless and exquisite jewelry that we offer is created to capture what the traveler found many years ago. Inspired by Mesoamerican culture, our jewelry is handcraNed with the best gold and jewels. Our customers wear pieces that showcase our avant-‐garde style and quality.
MISSION PHILOSOPHY
At CARITAHA, we strive towards excellence with a product of Ameless jewels that are recognized as masterpieces of style and craNsmanship. From the selecAon of the finest materials to the ornate details of every piece to the elaborate fabricaAon, CARITAHA’s philosophy is created to achieve the upmost perfecAon. It is our tradiAon to be commiWed to construct jewelry made with excepAonal quality of materials and craNsmaship, as well as beauty. The pieces are made by the finest arAsans from the mesoamerican area where we discovered and created our brand. The arAsans are part of the CARITAHA family and are treated with the upmost respect and part of the profits go to support their village. The creaAon of each piece is a new adventure and one that pays aWenAon to detail so that the style and beauty come alive. The collecAon is made for Fall 2012. CARITAHA has stores in Beverly Hills, New York, Chicago, Miami, Las Vegas, St. Thomas & Cayman Islands. We conAnue to expand into more countries worldwide.
CUSTOMER PROFILE
TARGET MARKET SEGMENT GEOGRAPHIC Region: ALL City Size: 60,000+ Urban/rural: SUBRUBAN/URBAN Climate: ALL DEMOGRAPHICS Age: 35-‐50 Sex: FEMALE Family Life Cycle: MARRIED WITH CHILDREN Income: 50,000+ EducaAon: COLLEGE GRADUATE OccupaAon: PROFESSIONAL Religion: N/A Ethnic Background: ALL PSYCHOGRAPHICS Social Class: UPPER CLASS Personality: OUTGOING Life-‐style: ACTIVE CONSUMER BEHAVIOR Benefits desired: PRESTIGE Usage Rate: MEDIUM
CUSTOMER CLOSE-‐UP This woman has a need for all things exoAc and luxurious. She is 50 years old and lives in a rich suburb outside a large city, which she frequently visits to shop at Barneys, Saks, Michael Kors, Hermes, Gucci and designer stores alike. She is a woman who likes to indulge in all things but is pracAcal at the same Ame. She is fortunate to be married to a successful company CEO but she herself has earned her way as an editor of a top lifestyle magazine. She aWends a lot of parAes and galas in the city for her magazine and other companies. She is very much a socialite and a volunteer for many organizaAons. She loves to help plan the events and meet and greet everyone who aWends. As very busy woman, she sAll makes Ame for and frequently visit her college-‐aged children who aWend ivy league schools on the east and west coast. She is not acAve on Facebook but instead has a TwiWer account and is an avid on the texAng. She drives an SUV Mercedes and has two huskies that she spoils more than her children. Her home in the suburbs is about 5,000 square feet that her and her husband share with the dogs. She has an eye for vintage and worldly pieces that she decorates her house with. She loves to travel as a hobby and for her job. Her favorite vacaAon spots have included Dominican Republic, Turkey & Bora Bora. She loves to go on cruises as well, where she gets to experience mulAple countries and collect many pieces to add to her house. She has a lot of miles racked up with American Airlines since she travels oNen so she likes to treat her family on trips. For their 25th wedding anniversary her and her husband purchased a house in St. Thomas that they plan on using oNen to get away from the cold weather. Her husband is a loyal republican but she doesn’t like to get involved with the poliAcs but she is aware of what’s happening. While she is jet seeng she likes to read books that she has on her ipad. Any sort of romanAc or mystery novel is on her list as well as best sellers. She loves to go to Broadway plays and aWend exhibits at museums. She is always up for trying new foods and likes to eat at nice restaurants when going out but has a place in her heart for the mom & pop restaurants. Her guilty pleasures are watching reality TV (when she has Ame) and eaAng ice cream. She is a frequent customer at coffee shops and deli’s close to her work in which she is very good friends with owners of the cafes’. She likes to go to the gym and do yoga and is an avid baseball fan.
1 YEAR 1
2012
2 SEASON A
FALL
3 CLASS 1 2 3 4
NECKLACES EARRINGS BRACELETS RINGS
4 SUB CLASS 1 NECKLACES 1 2 3 4 5
SERPENT ZENITH CASTILLO ZUZU CHAC
1 2 3 4 5
MIDD SOL TEC TOBI PAZ
1 2
HAAB CIROC
1 2 3
PAX HISS LULU
2 EARRINGS
3 BRACELETS
4 RINGS
5 COLOR 1 2 3 4 5 6
GOLD GREEN YELLOW RED BLUE ORANGE
6 FABRICATION 1 GOLD 2 JADE 3 YELLOW SAPPHIRE 4 RUBY 5 BLUE SAPPHIRE 6 MANDARIN GARNET 7 SIZE 1 2 3 4
6 7 8 ALL
EXAMPLE: 1A21444 1 2012 2 FALL 3 EARRINGS 4 MIDD 5 RED 6 RUBY 7 ALL
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