Bella Donna Fall 2013 By: Claire Dwyer
Table of Contents 1.
Mission Statement
2.
Mission Philosophy
3.
Mood Board
4. 5. 6.
Bella Donna Demographics Bella Donna Psychographics Classification/Subclassification Sheet
7.
Model Line Sheets
8.
Costing Sheets
9.
Development Calendar
10. Unit Distribution Sheet 11. Invoice 12. Introductory Phase 13. Key Code Sheet 14. Fixtures 15. Maintenance Phase 16. Closing Out Phase 17. Marketing Plan 18. Press Kit
Mission Statement “Bella Donna” represents the lifestyle of a fashion forward woman who is career driven and wants quality, and functional pieces that can be worn at any time of the day. Our clothing is suitable for many occasions, and can easily transition from day to night. “Bella Donna” provides pieces that are not only classically chic, but that can be dressed up, or dressed down. “Bella Donna” wants to be one with their customer, the “beautiful lady”, but this phrase is also representative of “Bella Donna” employees, partners, and lifestyle. We embody classic style; not trends, and want every woman to empowered and confident when wearing our pieces. “Bella Donna” is about Timelessness, Confidence, Quality, and Function ability. We want every woman to be proud to be part of our “Beautiful” aesthetic.
Mission Philosophy Bella Donna’s main goal is to make women feel beautiful. The aesthetic of our brand is to embody the “beautiful woman” lifestyle. When our customer walks into our boutique in Chicago she will get a unique experience. Once she puts on a piece of our clothing she will automatically feel more confident about herself because our clothing is made out of luxurious fabrics and is of quality construction, which will be sure to satisfy the customers expectations. The Bella Donna woman is looking for quality and timeless pieces that she can wear year after year without going out of style. With the quality of our clothing and proper construction this ensures that the customer is able to make this possible. One essential component of Bella Donna clothing is that the customer is able to transfer the pieces from day to night with a simple change of styling components. Bella Donna pieces are made to be worn to any occasion. Our pieces are made with simple lines and flattering cuts to enhance the customer’s natural beauty and to ensure easy transition with casual ease. When she purchases our new Fall Collection in August and falls in love with them, the same pieces will be available through November, so she may need to come back for more. Every piece of Bella Donna clothing embodies a classically chic style. Our customer wants to be timeless, but also youthful and always on trend as well. We add unique components to our clothing to make sure the customer knows it’s a Bella Donna piece and not just your regular t-shirt. We are confident that our customer will be comfortable and feel beautiful in our clothing year after year at any occasion.
Customer Demographics TARGET MARKET SEGMENT • Age: 18-30 • Sex: Female • Family Life Cycle: Single, or in a relationship • Income: $50,000 and up • Education: College degree or in college • Occupation: Young Professional/Student • Religion: All • Ethnic Background: All
Customer Psychographics:Amber Amber is an only child, and visits her parents once a week on the weekends; her family is very important to her. She lives in a condo in the Lincoln Park neighborhood with her boyfriend Mark. She has a Dalmatian named Spot, who she walks every night after dinner. She washes her face, and moisturizes every morning and before she goes to be at night with Olay products. She chooses to only use John Frieda hair products, and loves their “Sheer Blonde” line for golden locks. She is also meticulous about her dental hygiene and flosses, uses listorine, and brushes her teeth at least twice a day. She always chews Orbit “Wintermint” gum to keep her breath fresh as well. Before work she works out at the East Bank Club, and then goes to Jamba Juice and orders a “Strawberry Nirvana” smoothie, and oatmeal. After every meal she drinks a hot Lipton “Cranberry Pomegranate” green tea to get her daily antioxidants. To stay healthy she also drinks 8-12 glasses of water a day, and makes a point of not smoking. Amber is extremely organized and her closet is segmented by category and then color. Her favorite brands are BCBGMAXAZRIA, Club Monaco, Michael Kors, and Ralph Lauren. For loungewear she usually shops at Victoria’s Secret. She does shop online frequently if she does not have time to visit boutiques after work, although shopping is one of her favorite hobbies. She describes her style as Grace Kelly meets Bridget Bardot. She loves accessories, and always wears her gold Michael Kors menswear watch. Other jewelry staples of hers are pearls, gold bracelets, and diamond studs. She loves to throw on a scarf, and has an extensive collection of shoes most of which are Christian Louboutin, and Brain Atwood. Another staple of hers are either cat eye, or aviator sunglasses.
Customer Psychographics: Amber Amber never leaves the house without spraying on her Burberry Brit perfume, and her MAC Red Lipstick. For makeup products she chooses to only use MAC or Bobbi Brown. She consistently gets a manicure and pedicure every two weeks and only uses OPI nail polish. While she is not vain, keeping up with her personal appearance is important to her. Her home is also organized, and is mainly outfitted in black, cream, and red colors. She has many vanilla scented candles around her house, and often uses them while taking an indulgent bubble bath every now and then. Her favorite flower is the rose, and she always has a vase with fresh roses on the kitchen table. Amber works as an event planner, and prefers to drive her Honda Civic to work rather than taking public transportation. When she gets to work she checks her e-mail right away, and usually does so several times a day. She is also updating and checking social networking sites such as Facebook, and Twitter throughout the day. Another habit she has when she gets in right away is to read the WhoWhatWear and Style.com blogs for inspiration. She also finds style inspiration for her wardrobe and for her events in any magazine she can get her hands on like Elle, Vogue, InStyle, Lucky, Glamour, and Cosmpolitan. She loves to cut out pictures and put them in her journal which she writes in daily, and she also has a daily planner that is like her Bible to make sure she stays organized and doesn’t forget anything.
Customer Psychographics: Amber Every night she also makes a habit of watching the NBC5 news to keep up with current events. In her down time she watches movies or TV with her boyfriend, and her TV show is “Sex in the City”, while her favorite movie is “Rear Window”. She also loves to read in her downtime, and often re-reads “Pride and Prejudice”. Amber is also Chicago sports fan and enjoys watching, and going to Chicago White Sox, Blackhawks, Bears, and Bulls games. If it’s a nice day out she usually goes on a bike ride, or a walk along Lake Shore Drive. She does go out to the movies with her boyfriend once a month, and goes out with her girlfriend every other Friday for drinks. Every year around New Year’s she and her boyfriend usually see a play at the Oriental Theatre, but she does wish she got to travel more. One of her small indulgences is going to New York twice a year for Fashion Week. Amber also enjoys going out to dinner, and often goes to Gibson’s Steakhouse, Ambria, Gordon, and Spiaggia. Amber loves Italian food, and when making stuffed shells or lasagna at home always drinks chianti, and listens to Frank Sinatra while cooking. She also enjoys listening to the Goo Goo Dolls, Maroon 5, and Bon Jovi. Her favorite wine aside from a nice chianti is a prosecco, which she usually sips with fresh bread, cheese, meats, and fruit. She loves fresh fruit, and vegetable and often enjoys making different types of salads that encorporate fruit and vegetables. She usually cuts up chicken, cheeses, and nuts to put in as well. Chicken and pork tenderloin are her favorite meats, and she usually eats them with rice on the side. She does have a sweet tooth and prefers to indulge in a chocolate chip cookie from Mrs. Fields if she can.
“Bella Donna” Classification 1. Year 1. 2013 2. Season A. Fall 3. Class 1. Tops 2. Bottoms 3. Outerwear 4. Dresses 4. Sub Class 1. Tops 1. T-shirt 2. Blouse 3. Long Cardigan 4. Short Cardigan 2. Bottoms 1. Jean 2. Legging 3. Skirt 3. Outerwear 1. Jacket 2. Coat 4. Dresses 1. Short 2. Cocktail 5. Color 1. Black 2. Cream 3. Charcoal 4. Camel 5. Red 6. Teal
7. Dark Navy 6. Fabric 1. Jersey/Cotton 2. Denim/Cotton/Spandex 3. Leather 4. Wool 5. Silk Chiffon 6. Rayon/Spandex 7. Cotton/Cashmere 8. Cotton/Spandex 7. Sizing 1. X-Small 2. Small 3. Medium 4. Large A. 0 B. 2 C. 4 D. 6 E. 8 F. 10 G. 12
Example: 1A22182 1. 2013 2. Fall 3. Bottom 4. Legging 5. Black 6. Cotton/Spandex 7. Small
“Audrey” Cocktail Dress Model Line Sheet Style # 1A42162 $200.00 Sizes: XS-L This “Audrey” little black dress will fit your body like a glove. The Rayon/Spandex blend will suck in all those problem areas and the princess seamed piping will accentuate and hour glass figure. The leather detailing on the shoulder and band at the waist gives this sexy cocktail dress the perfect amount of a rocker chic vibe. • Invisible side zipper • Sleeveless • Mid-thigh length • 3 inch Leather waistband • Leather shoulder detail • Princess seam piping • Rayon/Spandex • Dry Clean Only Available in Black or Red
“Brigette” Leather Jacket Model Line Sheet Style # 1A31132 $350.00 Sizes: XS-L This sexy “Brigette” leather motorcycle jacket is sure to become your go-to coat. It instantly adds a rocker chic vibe to any outfit. The gold zipper and stud detailing gives an expensive touch to this Fall staple. • Full-length gold zipper • Gold 7-inch zipper side pockets • Leather band at cuff with stud detailing • Gold button closure at collar • Gold stud detailing on collar • Fitted • Hip length • 100% Leather • Fully Lined • Dry Clean Only Available in Black or Cream
“Elizabeth” T-Shirt Model Line Sheet Style # 1A11312 $100.00 Sizes XS-L This ¾ length Dolman “Elizabeth” T-shirt is sure to be a casual wardrobe staple. This V-neck tshirt made with a comfy knit blend of Jersey and Cotton make this flattering piece hard to resist for those Fall days that are perfect for lounging around. V-neck • ¾ length Dolman sleeve • Jersey/Cotton knit blend • Ribbed cuff and waistband detailing • Loose fit • Hip length • Machine wash cold/Tumble dry low Available in Charcoal, Teal and Cream
“Eva” Legging Model Line Sheet Style # 1A22182 $120.00 Sizes: XS-L The “Eva” legging with leather side panels add a rocker chic vibe to your classic black legging. This is a great update to your Fall wardrobe that can be worn day or night. • 2-inch vertical leather side paneling • 2-inch Spandex waistband • Cotton/Spandex blend • Fitted • Dry Clean Only Available in Black only
“Grace” Wrap Coat Model Line Sheet Style # 1A32442 $300.00 Sizes XS-L The “Grace” coat is sure to become a cool weather staple with our wool fabric. The Shawl collar, and wrap shape is a vintage classic that will accentuate the waist. The slim fit with side pockets is sure to never go out of style. • Slim fit • 100% wool • Fully lined • Shawl collar • 2-inch wrap belt • Side in-seam pockets • Knee length • Dry Clean Only Available in Camel and Charcoal
“Jayne” Short Cardigan Model Line Sheet Style # 1A14672 $120.00 Sizes: XS-L This long sleeved cardigan with ribbed detailing down the front and at the cuffs is the perfect blend of cotton and cashmere to wear from day to night. Can be worn open or closed. • Cotton/Cashmere blend • Hook and eye closure at waist • 2-inch ribbing detail • Hip length • Fitted • Dry Clean Only Available in Teal and Black
“Katherine” Straight Leg Jean Model Line Sheet Style # 1A2172C $110.00 Sizes: 0-12 The “Katherine” straight-leg jean is a classically shaped jean that can be work with any type of shoe, and will be great for day or night. The dark wash, gold topstitching, and the perfect blend of Denim, cotton, and spandex is sure to flatter every figure. • Dark wash • Mid-Rise • Gold topstitching at seams • Five pocket styling • Button and fly closure • 2-inch waistband with belt loops • Denim/Cotton/Spandex • Machine wash cold/tumble dry low Available in Dark Navy only
“Lana” Blouse Model Line Sheet Style # 1A12656 $130.00 Sizes: 0-12 The long sleeved “Lana” blouse is perfect for work, or going out. The flattering draped Vneck and 3-inch side slit make it the perfect blouse to dress up or down. • Draped V-neck • Long sleeved • Silk Chiffon • Fully lined • Invisible side zip closure • 3-inch side slit from hem on both sides • Fitted • Dry Clean Only Available in Teal or Black
“Lauren” Dress Model Line Sheet Style # 1A4157C $200.00 Sizes: 0-12 The “Lauren” Silk/Chiffon dress is a classic A-line shape. The ¾ length dolman sleeves, and 3inch waistband will showcase a tiny waist. The draped V-neck makes this dress a perfect office staple as well as something to wear to any special occasion. • Draped V-neck • ¾ length Dolman sleeves • 3-inch waistband • Silk Chiffon • Fully lined • A-line • Knee length • Invisible side zipper • Dry Clean Only Available in Red or Cream
“Marilyn” Pencil Skirt Model Line Sheet Style # 1A23562 $150.00 Sizes: XS-L This sexy pencil skirt is great for work and going out at night. This skirt with princess seaming will suck you in and accentuate your hourglass figure. It is sure to become a fall staple that will bring out your inner “Bella Donna”. • 3 inch waistband • Princess seam piping • Rayon/Spandex blend • 24 inches in length from waist to hip • Dry Clean Only Available in Red or Black
“Rita” Long Cardigan Model Line Sheet Style # 1A13372 $150.00 Sizes: XS-L The “Rita” is a long sleeve cardigan with the perfect blend of cotton and cashmere. The ribbed detailing down the front and at the cuffs add a unique touch to this fall staple. The longer length will make this a perfect layering piece throughout the season. • Cotton/Cashmere blend • Loose, straight fit • No buttons or closure • 2-inch ribbing detail • Dropped shoulder • Below hip length • Dry Clean Only Available in Charcoal or Red
Bella Donna: Introductory Floor Plan
Introductory Phase Beg. On Hand: 2747 units Sales: 1099 units End. On Hand: 1648 units
1.  Mannequin
This wire mannequin is the same wire material as all of the fixtures to stay with a cohesive medium. Each mannequin can hold up to three garments, but ranges depending on the display. Fixtures: A, B, C, E, G, O, P, X, Y, AI, AJ, AK, AL, AM
2. Single Rack
This wrought iron single rack with curled details at the top and bottom can hold up to 96 units. It is on wheels for easy maneuverability around the store, and once in place the wheels lock. Fixtures: D, F, I, K, M, R, S, T, U, W, AC, AD, AE
3. Double Rack
Our Double Rack display is made of wrought iron and contains the same curled detailing as the single rack. This unit can hold up to 120 units with 60 pieces on each side. This is also on wheels for easier maneuverability, which then can be locked when in place. Fixtures: J, Z, AG, AH
4. Wall Unit
The wrought iron wall unit follows the same curled detailed theme as the other fixtures. This unit can hold 144 pieces and is positioned up against the wall, and then nailed in at the top for extra stability. There is a lower shelf to keep the clothing from touching the floor, as well as a top shelf to house other merchandise, signage, etc. Fixtures: H, L, G, V, AA, AF
5. Table
The last fixture is a table made of wrought iron to follow the same theme as all the other fixtures in house. This also contains the curled detailing. It is not on wheels like the others, and contains two different levels for better merchandising. It can contain up to 60 units, with 30 on each table. Fixtures: N, AB
Bella Donna: Maintenance Floor Plan
Maintenance Phase Beg. On Hand: 1648 units Sales: 659 units End. On Hand: 989
Bella Donna: Clearance Floor Plan
Closing Out Phase Beg. On Hand: 989 units Sales: 198 units End. On Hand: 791 units
Marketing Plan 1. OBJECTIVE: Increase sales by 6% by January 2015 STRATEGY: Fashion Show TACTICS: • Find Hotel Sponsor who will allow us to use one of their Ballrooms. • Set the date for September 2014 • Set Crumbs Bake Shop as food sponsor by January 2014 • Set Pockets restaurant as food sponsor by January 2014 • Set Illinois Sparkling Co. as drink sponsor by January 2014 • Set up product line by February 2014 • Complete model search by March 2014 • Rough draft of Advertisement campaign complete by April 2014 • Final Advertisement campaign complete by May 2013 • Start marketing around Chicago, and in store by June 2014 • Finalize decorations, runway production, announcer, lighting and electricity production, and sponsor placement by July 2014 • Complete run through, and send out press release by September 5, 2014. • Fashion show on September 12, 2014 EVALUATION METHOD: Financial manager will measure the amount of sponsorship money from outside sources, and how much money was made from the event and measure to see how much profit was generated by December 2014.
Marketing Plan 2. OBJECTIVE: Increase sales by 6% by January 2015 STRATEGY: Expand "Bella Donna" website to include online shopping TACTICS: • Plan and design new website with graphic designer to launch an user friendly site that still fits the Bella Donna brand by March 2014. • Determine customer payment methods, and shipping methods that will benefit the customer and the brand by May 2014. • Determine what products will be put on the website by May 2014 • Use a professional photographer and models to showcase the clothing for several different angles and views of the items by April 2014. • Start promoting the new website in house, and through newspaper advertising by June 2014. Include first time user discounts in promtions, and include online membership for customers that offers rewards and discounts for loyalty. • Launch the site by September 2014. EVALUATION METHOD: The financial manager will determine how much traffic the website saw, and then measure how many of the users actually purchased items. He will then measure any profit that was generated from the online sales by December 2014.
Marketing Plan 3. OBJECTIVE: Increase sales by 6% by January 2015 STRATEGY: Add 4 more pieces to the collection TACTICS: • Research customer market, packaging and scents by October 2014. • Design and sketch in November 2014 • Make samples by December 2014. • Start early production in January 2014. • Major production will take place from February to April 2014. • In store promotions will take place from April to June 2014. • Shipping period will be from May 2014 to July 2014. • Set up in store by August 2014 • Begin tracking sales in September 2014. EVALUATION METHOD: The Financial manager will measure how much profit was brought in from sales of the four new items by December 2014.
Marketing Plan 4. OBJECTIVE: Increase sales by 6% by January 2015 STRATEGY: Market and Promote Bella Donna in local, state, regional, and coutry wide magazines. TACTICS: • Reach out to local, state, and country wide magazines with Ad campaign by January 2014. Use marketing strategies such as samples, partnerships, and dinner meetings. • Compile market research by January 2014. • Meet with graphic design and create rough layout by February 2014. • Photograph product by March 2014. • Make any changes to Ad, and finalize by April 2014. • Turn in final Ad product by April 2014. • Launch Ad campaign by June 2014 for Fall 2014 collection. EVALUATION METHOD: The Marketing Manager will evaluate whether new customers were brought in because of seeing the Ad's, and from which source they saw the Ad by December 2014. The Financial Manager will measure any extra traffic in store, and measure any additional sales and clients from those who specifically saw the Ad's and came in to purchase items by December 2014.
PRESS KIT
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NOVEMBER 28, 2014
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BLACK FRIDAY
ELIZABETH T-SHIRT 40% OFF! Stock up on this chic staple! Now just $81 our ! length dolman sleeve tshirt is perfect for lounging around, or for dressing up while looking chic, but staying comfortable. Available in: Teal, Charcoal, & Cream Sizes: XS-L BELLA DONNA BOUTIQUE 323 N. MICHIGAN AVENUE CHICAGO IL, 60613