Parisian Picnic fasm 310 private label & product development
Claudia Aguilar Brennan Cooper Sydney Jones
Table of Contents
history company timeline company facts competition target customer mood board color palette fabric trends fabric characteristics product characteristics
scope & size trend forecast product lineup tech packs cost sheets sales plan assortment plan branding marketing launch event
History
Chloe was founded in 1952 by Egyptian-born, Gaby Aghion. Gaby Aghion has been credited with inventing a luxe ready-to-wear brand. At the time, this was an innovation that would soon become the norm.
The name Chloe was taken from a friend whose name Aghion loved. Gaby Aghion stated that; “I couldn’t use my name in relation to my family, who, out of snobbery, were already talking about how ‘Gaby was working.’” Aghions collections were inspired by the young girls she saw in sports clubs in Egypt. Her signature designs were easy and chic; shirt dresses, blouses and neat cigarette silhouettes. Aghion recruited then-unknown Karl Lagerfeld to work with her in the 60s. In 1997, Karl left and Stella McCartney was appointed creative director at only age 25. In 2001, Phoebe Philo took over and stayed until 2008. Chloe has never strayed far from Aghions established haute boho look. Today Chloe collections can still be described as they were originally intended: easy, elegant, feminine, bohemian and chic.
Timeline
Facts
annual revenue: 500-600 million headquarters are in paris private company subsidary of richemont sa 200-501 employees designs, develops, maunfactures, and distriutes luxury goods in japan, europe, asia and the americas creative directior: hannah macgibbon 37 stores worldwide
Competitors
established 1945 private owned by lvmh 1800 employees 150 stores worldwide annual revenue: around $800-900 million headquarters: Paris. France
established 1973 private owned by onward holdings co. ltd 200-500 employees 27 stores worldwide annual revenue: $140 million headquarters: milan, italy
Competitors Positioning Map Pricey
Feminine
Aesthetic
Functional
Target Customer age: 25-45
college education has a blog middle-upper class loves travel and fashion adventure seeker values comfort and quality
MOOD BOARD
Color Palette
fabric trends
Fabric Selection Tan Leather
tan linen
Straw
off white wool with frayed details
antique linen
tan & red striped wool horse pattern linen
Crepe Nude sheen satin
rust satin
1 headscarf
Product Characteristics 2
3
4
headband
frayed straw hat
fedora
antique linen rust satin fabric
crepe nude satin fabric
straw fabric
horse pattern linen
5
Product Characteristics
string bag
6
belt bag
7 straw tote
straw fabric antique linen
crepe nude sheen satin fabric (embellishments)
tan leather
tan leather
8 circle blanket
Product Characteristics 9
rectangle blanket
10 square blanket
Scope & Size Luxury Accessories casual aesthetic 10 pieces price range: $325-$2100 products: blankets, hats, scarves, bags
Trend Forecast
1
6
2
7
Line List 3
8
4
9
5
10
Tech Packs
Style 1: Crepe Nude Sheen Scarf
Style 2: Rust Satin Headscarf
Style 3: Straw Hat
Style 4: Antique Linen Fedora
Style 5: Straw/Tan Leather Bag
Style 6: Tan Leather Bag
Style 7: Linen String Bag
Style 8: Circle Printed Picnic Blanket
Style 9: Square Printed Picnic Blanket
Style 10: Rectangle Printed Picnic Blanket
Cost Sheets
COST SHEET:
Style #:01 Date: Company Chloe Description: Crepe Nude Satin Headscarf Blanket Season Spring/Summer Fabric Type:(woven)_Satin Label _____________
Fabric Main
Yardage
Lining
--
.5yd
@$
$1.50
--
--
Total Fabric Trim/Findings Label
Hangtags Other
$1.50 Quantity @ $ 1 .50 1 .05 ---
---
Total Trim Labor
Labor 1: CMT Labor 2: Finishing
Total Labor
Cost
2.99
Cost .50 .05 ---
$.55 Cost
Country
Hong Kong Hong Kong
TOTAL FIRST COST
$95.34
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $7.63 $8.58 ---
TOTAL GLC
--$1.5 $17.71 $113.75
Wholesale Markup%
MU%
Reciprocal
Retail Markup %
MU% 65%
Reciprocal
Wholesale Cost
Cost MSRP
Style #1
COST SHEET:
Style #:02 Date: Company Chloe Description: Rust Headscarf Blanket Season Spring/Summer Fabric Type:(woven)_Satin Label _____________
Fabric Main
Yardage
Lining
--
.5yd
@$
$29.99
--
--
Total Fabric Trim/Findings Label
Hangtags
$29.99 Quantity @ $ 1 .50 1 .05
Total Trim Labor
Labor 1: CMT Labor 2: Finishing
Total Labor
Cost
19.99
Front
Cost .50 .05
$.55 -------------------------------------------------------
Country
Hong Kong Hong Kong
Back
TOTAL FIRST COST
$95.34
Miscellaneous:
Agent’s Commission %
Rate 8 14.60
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $7.63 $13.92 ---
TOTAL GLC
Retail Markup %
MU% 65%
--$1.5 $23.05 $113.75
Reciprocal
MSRP
Style #2
COST SHEET:
Style #:03 Date: Company Chloe Description: Straw Hat Blanket Season Spring/Summer Fabric Type:(woven)_Sugarshack Straw
Fabric Main
Yardage
Lining
--
1.5
@$
Trim/Findings Label
Hangtags Trimming
$19.50
--
-$19.50
Quantity @ $ ----1 .05
Total Trim Labor
Labor 1: CMT Labor 2: Finishing
Total Labor
Cost
12.99
Total Fabric
Front
Cost --.05
$.05 Country
Hong Kong Hong Kong
------------------------------------------------------TOTAL FIRST COST
$162.23
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $12.98 $14.60 ---
TOTAL GLC
Retail Markup %
MU% 65%
--$1.5 $29.10 $192.50
Reciprocal
MSRP
Back
Style #3
COST SHEET:
Style #:04 Date: Company Chloe Description: Antique Linen Fedora Blanket Season Spring/Summer Fabric Type:(woven)_Linen Label _____________
Fabric Main
Yardage
@$
19.99
$19.99
Lining Scarf
-.5
-4.99
-2.50
1yd
Total Fabric Trim/Findings Label
Hangtags Trimming
Labor
Labor 2: Finishing
Total Labor
Front
$22.49 Quantity @ $ 1 .50 1 .05 ---
---
Total Trim Labor 1: CMT
Cost
Cost .50 .05 ---
Style #4
$100.35 Cost
Country
Hong Kong Hong Kong
TOTAL FIRST COST
$ 184.52
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $14.76 $16.60 ---
TOTAL GLC
--$1.5 $32.87 $218.75
Wholesale Markup%
MU%
Reciprocal
Retail Markup %
MU% 65%
Reciprocal
Wholesale Cost
Cost MSRP
-------------------------------------------------------
COST SHEET:
Style #:05 Date: Company Chloe Description: Straw/Leather Tote Blanket Season Spring/Summer Fabric Type:(woven)_Straw/Leather Label _____________
Fabric Main
Yardage
Lining
--
1yd
@$
19.99
$19.99
--
--
Total Fabric Trim/Findings Label
Hangtags Trimming
Cost
Front
$22.49 Quantity @ $ 1 .50 1 .05 ---
Buckle
---
Cost .50 .05 ---
Strap
Total Trim Labor
Labor 1: CMT Labor 2: Finishing
Total Labor
Hong Kong Hong Kong
TOTAL FIRST COST
$623.03
Miscellaneous:
Agent’s Commission %
Rate 8 5.30
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $49.84 $33.02 ---
TOTAL GLC
Retail Markup %
Style #5
Country
MU% 65%
Retail Selling Price
--$1.5 $84.36 $735
Reciprocal
MSRP
$2100
-------------------------------------------------------
COST SHEET:
Style #:04 Date: Company Chloé Description: Tan Leather Belt Bag Blanket Season Spring/Summer Fabric Type:(woven) Leather Label _____________
Fabric Main
Yardage
Lining
--
2.5yd
@$
46.24
$115.60
--
--
Total Fabric Trim/Findings Label
Hangtags Zipper
Quantity @ $ 1 .50 1 .05 2 2.99 1
Labor 2: Finishing
Total Labor
Country
Hong Kong Hong Kong
-------------------------------------------------------
$355.47
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $28.44 $31.99 ---
TOTAL GLC
Markup %
.75 $7.28
TOTAL FIRST COST
Retail
Cost .50 .05 5.98
.75
Total Trim Labor
Front
$115.60
Buckle
Labor 1: CMT
Cost
MU%
--$1.5 $61.93 $420.00
Reciprocal
MSRP
65%
Retail Selling Price
$1200
Back
Style #6
COST SHEET:
Style #:07 Date: Company Chloe Description: Antique Linen String Bag Blanket Season Spring/Summer Fabric Type:(woven)_Linen
Fabric
Yardage
Main
Label
Hangtags Accessories
19.99
$10.00
-.25 .25
-46.24 46.24
-11.56 11.56
Quantity @ $ 1 .50 1 .05 15
.50
2
.75
Total Trim Labor
Labor 2: Finishing
Total Labor
Cost .50 .05 7.5 1.5 $11.80
Country
Hong Kong Hong Kong
-------------------------------------------------------
TOTAL FIRST COST
$ 177.09
Miscellaneous:
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous
Rate 8 6.30 1
---
TOTAL GLC
Retail Markup %
Front
33.12
Clasps
Labor 1: CMT
Cost
.5yd
Lining Leather Strap Leather Drawstring Total Fabric Trim/Findings
@$
MU% 65%
Retail Selling Price
Cost $14.17 $11.16 --$1.5 $26.83 $210.00
Reciprocal
MSRP
$600
Back
Style #7
COST SHEET:
Style #:04 Date: Company Chloe Description: Antique Linen Fedora Blanket Season Spring/Summer Fabric Type:(woven)_Linen Label _____________
Fabric Main
Yardage
Lining
--
2.5yd
@$
Cost
46.24
$115.6
--
--
Front
Total Fabric Trim/Findings Label
Hangtags Trimming Buckle
Quantity @ $ 1 .50 1 .05 6.5yds
24.95
Total Trim Labor
Labor 1: CMT Labor 2: Finishing
Total Labor
162.175
$162.73 Country
Hong Kong Hong Kong
TOTAL FIRST COST
$ 154.79
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
MU% 65%
Retail Selling Price
-------------------------------------------------------
Cost $12.38 $13.93 ---
TOTAL GLC
Retail Markup %
Cost .50 .05
--$1.5 $27,81 $
Reciprocal
183.75
MSRP
$525
Back
Style #8
COST SHEET:
Style #:09 Date: Company Chloe Description: Square Printed Picnic Linen Blanket Season Spring/Summer Fabric Type:(woven)_Linen
Fabric Main
Yardage
Lining
--
1.5yd
@$
19.99
$29.99
--
--
Total Fabric Trim/Findings Label
Hangtags Trimming
Labor
Labor 2: Finishing
Total Labor
Quantity @ $ 1 .50 1 .05 6yds
24.95
Cost .50 .05
148.7
$150.25 Country
Hong Kong Hong Kong
-------------------------------------------------------
TOTAL FIRST COST
$ 154.79
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $12.39 $13.94 ---
TOTAL GLC
Retail Markup %
Front
$29.99
Total Trim Labor 1: CMT
Cost
MU% 65%
Retail Selling Price
--$1.5 $27.82 $183.75
Reciprocal
MSRP
$525
Style #9
COST SHEET:
Style #:10 Date: Company Chloé Description: Rectangle Picnic Blanket Blanket Season Spring/Summer Fabric Type:(woven)_Linen
Fabric Main
Yardage
Lining
--
2yd
@$
19.99
$38.98
--
--
Total Fabric Trim/Findings Label
Hangtags Trimming
Cost
Front
$38.98 Quantity @ $ 1 .50 1 .05 8yds
24.95
Cost .50 .05
200.70
Buckle
Total Trim Labor
Labor 1: CMT Labor 2: Finishing
Total Labor
$200.15 Country
Hong Kong Hong Kong
-------------------------------------------------------
TOTAL FIRST COST
$162.23
Miscellaneous:
Agent’s Commission %
Rate 8 9
Shipping (in-land) Freight (sea or air) Total Miscellaneous
1
Duty%
Cost $12.98 $14.60 ---
TOTAL GLC
Retail Markup %
MU% 65%
Retail Selling Price
--$1.50 $29.08 $192.50
Reciprocal
MSRP
$550
Back
Style #10
Sales Plan
Assortment Plan
Time & Action Calendar
Key Item
Branding
Hang Tag
Packaging
Marketing Materials
Outdoor Advertisements
Mall Advertisement
website landing page
Launch Event
Location: Santa Monica State Beach at sunset attire: resort wear budget: $50,000 horderves, cocktails & refreshments served on picnic tables and picnic blankets photo shoot set up invitation only
Who’s Invited?
celebrities, influencers and invividuals in the fashion industry will be invited to this special chloe launch event. influencers who are “chloe girls” such as aimee Song will definitely be invited as they will post to thier social media or youtube channels about the event and provide good publicity.
fin