By Cherifa Chatti
Category: Women’s Ready-to-Wear Season: Fall 2016 Average Retail Price: $110
Stockholm, Sweden..
Biblioteksgatan 11, 111 46 Stockholm Located at the most commercial shopping strip in the heart of Stockholm. Neighboring to other big names like Hilfiger, Ralph Lauren, Michael Kors, Diesel, Urban Outfitters, Filippa K, COS, Sephora, Karen Millen, Hugo Boss and more. This “outdoor mall� attracts mostly tourism and middle to upper class shoppers.
Demographics.. Region: East City size: 100,000+ Population density: Urban Climate: All Age: 20-39 Gender: Women Household size: 1, 2, 3, 4, or more. Income: $25,001 to $50,000, $50,000 + Occupation: Student, Professional, BlueCollar Education: Some college, college graduate Culture: European Subculture: Mixed Social Class: All Marital status: Single, married, or divorced Psychographics: Achievers, strivers, strugglers Degree of knowledge: Expert Attitude: Positive, Neutral Brand loyalty: Undivided loyalty Store Loyalty: None, undivided loyalty Payment method: Cash, credit card Media usage: All Usage situation: Work, home, vacation
Psychographics.. Age: 20 to 39 Occupation: Entry level, career woman Live in: Vasastan, Kungsholmen, or V채sterort. Status: Single, married Kids: No kids or young kids. Education Level: Undergraduate, graduate or masters degree. Life-stage: post-college, living together with boyfriend, or newly married. Favorite movies: Lord of the Rings, Pulp Fiction, and more. Favorite magazines: Cooking, fashion, and travel magazines. Favorite music: Indie, pop, hiphop, and house. Favorite artists: John Meyer, Estelle, Jay-Z, Swedish House Mafia. Tech-savvy level: Somewhat to very tech-savy. Other places they shop: Zara, Top Shop, Weekday. Shopping attitude: Shop for fun, somewhat price-conscience, somewhat quality focused. Favorite vacations type: Ski trips, Beach vacations Favorite locations: Miami, Greece, Turkey, LA Political views: Democratic. Hobbies: Cooking, baking, workout, going out, spend time with family and friends.
New York, USA..
Broadway 575, 10012 New York Located on the corner of Broadway and Prince, the most commercial strip in SoHo. Had its grand opening on October 10, 2014 and is neighboring with big names like Levi’s, Hilfiger, Guess, Club Monaco, Bebe, TopShop, Hugo Boss, AllSaints, Sephora, H&M and more. This shopping strip attracts mostly tourism and middle to upper class shoppers.
Demographics.. Region: East City size: 100,000+ Population density: Urban Climate: All Age: 20-39 Gender: Women Household size: 1, 2, 3, 4, or more. Income: $25,001 to $50,000, $50,000 + Occupation: Student, Professional, BlueCollar Education: Some college, college graduate Culture: American Subculture: Mixed Social Class: All Marital status: Single, married, or divorced Psychographics: Achievers, strivers, strugglers Degree of knowledge: Expert Attitude: Positive, Neutral Brand loyalty: Undivided loyalty Store Loyalty: None, undivided loyalty Payment method: Credit card Media usage: All Usage situation: Work, home, vacation
Psychographics.. Age: 20 to 35 Occupation: Entry level, career woman Live in: Hudson Square, Chelsea, NoHo or East Village Status: Single, married Kids: No kids or young kids. Education Level: Undergraduate, graduate or masters degree. Life-stage: post-college, living together with boyfriend, or newly married. Favorite movies: The wedding planer, Sherlock Holmes. Favorite magazines: Travel, Fitness, Cooking, and Fashion Magazines. Favorite music: RnB, Hiphop, Pop and more. Favorite artists: Beyonce, Rihanna, J.cole, John Meyer. Tech-savvy level: Very tech-savy. Other places they shop: Zara, Top Shop, Michael Kors, Urban Outfitters. Shopping attitude: Shop for fun, somewhat price-conscience, somewhat quality focused. Favorite vacations type: Party and sunbathing vacations. Favorite locations: Miami, Las Vegas, LA. Political views: Democrats Hobbies: Cooking, baking, workout, going out, spend time with family and friends.
Online..
www.stories.com Like each store location, &OtherStories web store location assortment is costume to be identical to each store location, but with its own inventory. Display the correct prices, delivery times and shipping costs to shipping destination once the shopper has chosen its country. Offers shipping to Austria, Belgium, Denmark, Finland, France, Germany, Ireland, Italy, Netherlands, Spain, Sweden United Kingdom and United States.
Demographics.. Region: All City size: 100,000+ Population density: All Climate: All Age: 20-39 Gender: Women Household size: 1, 2, 3, 4, or more. Income: $25,001 to $50,000, $50,000 + Occupation: Student, Professional, BlueCollar Education: Some college, college graduate Culture: European, American Subculture: Mixed Social Class: All Marital status: Single, married, or divorced Psychographics: Achievers, strivers, strugglers Degree of knowledge: Expert Attitude: Positive, Neutral Brand loyalty: Undivided loyalty Store Loyalty: None, undivided loyalty Payment method: Credit card Media usage: All Usage situation: Work, home, vacation
Psychographics.. Age: 20 to 39 Occupation: Entry level, career woman Live in: Any urban or suburban area. Status: Single, married Kids: No kids or young kids. Education Level: Undergraduate, graduate or masters degree. Life-stage: post-college, living together with boyfriend, or newly married. Favorite TV-series: Orange is the new Black, Empire, Scandal. Favorite magazines: Cooking and fashion magazines. Favorite music: Hiphop, Indie pop, Pop, and RnB. Favorite artists: Kanye West, David Matthews Band, Katie Perry. Tech-savvy level: Very tech-savy. Other places they shop: Zara, Top Shop, Asos. Shopping attitude: Shop for fun, somewhat priceconscience, somewhat quality focused. Favorite vacations type: Ski resort, beach resorts. Favorite locations: Las Vegas, LA Political views: Any Hobbies: Cooking, baking, workout, going out, spend time with family and friends.
Justification.. Materials: The weather in Stockholm and New York during the early month of August to mid September is still somewhat warmer. Therefore, the knitwear’s purchased for this period will be more cotton material. For the buying period of mid September to December will consist more of wool, merino wool and cashmere materials. The weather at the end of buying period, month of January, I plan to buy knitwear’s of lighter wool and cotton materials. Exclusivity: Some of the products categories will only be offered exclusively in our Stockholm, New York, or Online store. Color:
The Stockholm customer is very traditional, darker and earthly in their color choices so there will be more darker colors purchased for that store. The New York customer are also very traditional in their color choices, but with a splash of more colorful colors mixed with their traditional styles. For the online globetrotter customer, more stronger color stories will be offered together with the traditional colors. Lighter color stories will be purchased for the early period of the buying. It will then fall into more darker colors with a hint of colorful color stories during the mid period and back to brighter color stories for the purchase period of January. Sizes:
There will be more sizes offered in the more traditional color stories like, black, white, grey, and navy.
Six Months Plan.. Actual -‐ Last Year Plan Beg. Month Stock Sales Sales % Total Markdowns Markdown % Total Purchases End Month Stock Future Sales Actual -‐ This Year Plan Beg. Month Stock Sales Sales % Total Markdowns Markdown % Total Purchases End Month Stock Future Sales
Aug $ 53.5 $ 26.7 9.7% $ 18.7 20.8% $ 58.3 $ 66.4 Feb 35.4 Aug $ 50.8 $ 28.6 9.7% $ 21.7 20.8% $ 67.5 $ 68.1 Feb $ 37.8
Sept $ 66.4 $ 35.9 13.0% $ 12.2 13.6% $ 54.2 $ 72.5 Mar 38.8 Sept $ 68.1 $ 38.3 13.0% $ 14.2 13.6% $ 67.6 $ 83.3 Mar $ 41.4
Oct $ 72.5 $ 43.9 15.9% $ 9.9 11.0% $ 91.6 $ 110.3 Apr 43.2 Oct $ 83.3 $ 46.8 15.9% $ 11.5 11.0% $ 102.3 $ 127.3 Apr $ 46.1
Nov $ 110.3 $ 66.9 24.3% $ 25.6 28.5% $ 97.4 $ 115.2 Nov $ 127.3 $ 71.5 24.3% $ 29.7 28.5% $ 104.4 $ 130.5
Dec $ 115.2 $ 68.5 24.9% $ 14.9 16.6% $ 26.0 $ 57.8 Dec $ 130.5 $ 73.3 24.9% $ 17.3 16.6% $ 24.0 $ 63.9
Jan $ 57.8 $ 33.7 12.2% $ 8.6 9.6% $ 50.8 $ 66.3 Jan $ 63.9 $ 35.9 12.2% $ 10.0 9.6% $ 49.2 $ 67.3
Total $ 475.7 $ 275.6 100.0% $ 89.9 100.0% $ 378.3 $ 488.5 Total $ 523.9 $ 294.3 100.0% $ 104.2 100.0% $ 415.0 $ 540.4
Actual Markdown $ 89.9 32.6% Sales Change 2.7% Average Stock PLN ACT $77.4 Turnover PLN ACT 3.56 WOS/STS/FM PLN ACT Actual Markdown $ 104.2 35.4% Sales Change +6.8% Average Stock PLN ACT $ 87.1 $ 84.5 Turnover PLN ACT 3.38 3.49 WOS/STS PLN ACT 1.78 1.72 Avg. Monthly Sales $ 49.1 Mark-‐Up 59.4%
Classification Plan.. Knitwear Plan - This Year Plan Beg.Month Stock Sales Purchases End Month Stock
AUG 12.2 6.4 16.2 16.3
SEPT 21.8 12.3 21.6 26.7
OCT 25.0 14.0 30.7 38.2
NOV 42.0 23.6 34.5 43.1
DEC 27.4 15.4 5.0 13.4
JAN 10.2 5.7 7.9 10.8
Total 138.6 77.4 115.9 148.4
Blouses Plan - This Year Plan Beg.Month Stock Sales Purchases End Month Stock
AUG 13.2 6.9 17.6 17.7
SEPT 15.7 8.8 15.5 19.2
OCT 20.0 11.2 24.6 30.6
NOV 31.8 17.9 26.1 32.6
DEC 35.2 19.8 6.5 17.3
JAN 21.7 12.2 16.7 22.9
Total 137.6 76.9 107.0 140.2
Shirts Plan - This Year Plan Beg.Month Stock Sales Purchases End Month Stock
AUG 14.2 7.5 18.9 19.1
SEPT 17.0 9.6 16.9 20.8
OCT 21.7 12.2 26.6 33.1
NOV 26.7 15.0 21.9 27.4
DEC 39.2 22.0 7.2 19.2
JAN 17.3 9.7 13.3 18.2
Total 136.0 75.9 104.8 137.7
Trend Plan - This Year Plan Beg.Month Stock Sales Purchases End Month Stock
AUG 6.1 3.2 8.1 8.2
SEPT 6.8 3.8 6.8 8.3
OCT 8.3 4.7 10.2 12.7
NOV 14.0 7.9 11.5 14.4
DEC 15.7 8.8 2.9 7.7
JAN 8.3 4.7 6.4 8.7
Total 59.2 33.0 45.9 60.0
Reserve Plan - This Year Plan Beg.Month Stock Sales Purchases End Month Stock
AUG 5.1 2.7 6.8 6.8
SEPT 6.8 3.8 6.8 8.3
OCT 8.3 4.7 10.2 12.7
NOV 12.7 7.2 10.4 13.1
DEC 13.1 7.3 2.4 6.4
JAN 6.4 3.6 4.9 6.73
Total 52.4 29.3 41.5 54.0
Monthly Percentages.. ClassificaCon Reserve Knitwear Shirts Blouses Trend
Aug
Sept Oct 10% 10% 24% 32% 28% 25% 26% 23% 12% 10% 100% 100%
Nov 10% 30% 26% 24% 10% 100%
Dec 10% 33% 21% 25% 11% 100%
Jan 10% 21% 30% 27% 12% 100%
10% 16% 27% 34% 13% 100%
Knitwear..
Vendor Name & Other Stories Ship Date 7/18 -‐ 7/31 NOTES: Knitwear Total Cost $ 7248.00 Total Retail $ 16020.00 Total Units 180 Mark-‐Up % 59.4% Style Number DescripCon 26-‐1159 Bulky Raised Knit Sweater 26-‐1267 Orb Sweater 11-‐1601 Wide Collar Knit Sweater
Color Green
Size XS S M L
STHLM 2 4 4 2
Stores NYC 1 3 4 1
ONLINE 2 3 5 2
Total Units 5 10 13 5
Unit Cost $ 41.00 $ 41.00 $ 41.00 $ 41.00
Unit Retail $ 100.00 $ 100.00 $ 100.00 $ 100.00
Total Cost $ 205.00 $ 410.00 $ 533.00 $ 205.00
Black
XS S M L
1 5 6 3
2 5 5 3
1 3 3 2
4 13 14 8
$ 41.00 $ 41.00 $ 41.00 $ 41.00
$ 100.00 $ 100.00 $ 100.00 $ 100.00
$ 164.00 $ 533.00 $ 574.00 $ 328.00
White
XS S M L
2 3 4 3
0 0 0 0
2 4 4 2
4 7 8 5
$ 37.00 $ 37.00 $ 37.00 $ 37.00
$ 90.00 $ 90.00 $ 90.00 $ 90.00
$ 148.00 $ 259.00 $ 296.00 $ 185.00
Pink
XS S M L
2 4 4 2
2 3 4 3
2 4 4 2
6 11 12 7
$ 30.00 $ 30.00 $ 30.00 $ 30.00
$ 75.00 $ 75.00 $ 75.00 $ 75.00
$ 180.00 $ 330.00 $ 360.00 $ 210.00
Total Retail $ 500.00 $ 1000.00 $ 1300.00 $ 500.00 $ 400.00 $ 1300.00 $ 1400.00 $ 800.00 $ 360.00 $ 630.00 $ 720.00 $ 450.00 $ 450.00 $ 825.00 $ 900.00 $ 525.00
Results.. Budget Used Net
August $ 67.5 $ 67.2 $ 0.28
September $ 67.6 $ 67.6 $ 0.03
October $ 102.3 $ 101.5 $ 0.75
November December $ 104.4 $ 24.0 $ 103.7 $ 24.1 $ 0.75 $ (0.07)
January $ 49.2 $ 49.3 $ (0.10)
Total $ 415.0 $ 413.4 $ 1.63
Objective.. & Other Stories is looking to increase sales by 6.8% and will continue offers women a wide range of ready-to-wear to create their personal style, or story.
Strategies..
•
Brand Loyalty
•
Training of Store Staff
•
Brand Awareness
Marketing Plan..
Window Installa_on Email Blast: New collec_on finally in stores.
Buyer Store Visit & Product Info Mee_ng.
Email Blast: Story about the Blouse Collec_on
Dress To Impress Blouse Push
Social Media Blast: Instagram, Twiier, Facebook, Snapchat
Store Staff Breakfast Mee_ng
Social Media Blast: Instagram, Twiier, Facebook, Snapchat
Store Staff Breakfast Mee_ng
Social Media Blast: Instagram, Twiier, Facebook, Snapchat
Social Media Blast: Instagram, Twiier, Facebook, Snapchat
Change Focal Point
Dress To Impress Blouse Push
Dress To Impress Blouse Push
Dress To Impress Blouse Push
Store Breakfast MeeCng: Go through monthly KPI’s and budget/sales goals. Blouse Push: All female representa_ves have to wear season blouses. Visual Merch: Switch out clothes on mannequins and focal point fixtures. Buyer Store Visit: Product Knowledge and Info Mee_ng.
Marketing Plan.. Item Entry
Cost BOP $22.9 Purchase Receipts $168.5 Freight $1.9 Stock Available $193.3
Retail $50.8 $415.0
Sales Markdowns Shortage Employee Discount EOP $27.6 Cost of Goods Sold $165.7 Net Sales
$294.3 $87.8 $10.4 $6.0
$465.8
Subtract
$67.3
$294.3
Subtract Cost of Good Sold Workroom
$165.7 $0.3
Add Cash Discount Gross Margin $ Gross Margin % Subtract Expenses Net Adver_sing Supply Chain Selling/Store Processing Storage Interest on Inventory Headquarters ContribuCon $ ContribuCon %
$0.7
$129.0 43.8%
$29.4 $0.8 $0.5 $0.2 $5.1 $2.9
$ 90.06 30.6%
Mark-‐up 57.3% BMU 59.4% IMU 59.0% CMU 59.0% CMU