desert dreams
table of contents Company Overview
4
Target Customer
6
Customer Profiles
8
Mood Board
10
Assortment Plan
12
Spec Sheets 20 Marketing Strategies
40
Company Overview
4
On her quest to create the perfect pants, Stacey Bendet, a mother and yoga enthusiast, founded Alice + Olivia in 2002 and made its first public appearance on the shelves of Barney’s. Since then, the brand has made a name for itself in the international retail spotlight in over 50 countries, with almost 25 stand alone stores globally. Alice + Olivia has also made her way to over 800 department and specialty stores internationally. She has garnered a strong presence on social media platforms namely Instagram,Facebook, Twitter, and Pinterest. In addition to the Alice + Olivia signature collection, Stacey has expanded Alice + Olivia into a full lifestyle brand, which includes evening wear, career, footwear and accessories. These are all clear expressions of Stacey’s love for vintage and all things feminine. Seeking to provide today’s style enthusiast with options for everyday and every occasion, Stacey cultivates her collections with the perfect mix of ultra-flattering prints, whimsical prints, and ornamented fabrics.
5
Target Market Alice and Olivia has both primary and secondary consumers that make up their target customer. These customers have similar lifestyles and goals, but tend to be in different stages of their lives. The Primary Consumer: Demographics: - Early 20’s to mid 30’s - College Educated - Single or Married without Children - Average yearly income $75,000 Psychographics: - Social Butterfly, Trend-setter, Fashion-forward, Hardworking, Confident. The Secondary Consumer: Demographics: -Late 30’s to Mid 40’s -College Educated -Married with Children -Average yearly income $125,000 Psychographics: - Bold, Established, Brand Loyal, Sophisticated, Socially Active, Class Act.
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7
Customer Profiles Lauren Founder of North of Manhattan a Lifestyle blog Age: 26 Income: $82,000 Education: Bachelors Degree Shopping Habits: Being a fashion blogger has opened Lauren’s eyes to the world of designer clothing. She loves to mix and match her new designer pieces with brands she has been wearing for years. Hobbies: Besides fashion, Laurens hobbies are varied. She is barre obsessed, and attends classed three times a week. But, she really loves her Friday nights with her girlfriends.
8
Eva Editor in Chief, Lucky Magazine/ Mother Age: 37 Income: $200,000 Education: Bachelors Degree Shopping Habits: Since becoming Editor in Chief at Lucky, her shopping style has changed. She has started to focus on the newer, less established designers that add a fun twist to her closet. Hobbies: Being a new mom, and balancing out her busy career has been no easy feat, but she has taken time out to attend mom / baby yoga classes and continues to love date night.
9
Mood Board
10
11
Fabric Selection solid fabrics
Color #843
Color #844
Color #845
Color #846
Color #848
Color #849
Color #850
Color #851
Color #847
12
Color #852
All colors and patterns printed on 50/50 cotton/linen blend Machine wash cold, Tumble dry Low heat
printed fabrics
Color #853
Color #855
Color #854
Color #856
13
Assortment Plan
14
15
Assortment Plan
16
17
Assortment Plan
18
Unit Breakdown 50,000
Description
Style # 177628
Bed Skirt King
5% 35%
2500 875
208.3333333 72.91666667
$125
$109,375
$50
$43,750
$65,625
60%
Queen
35%
875
72.91666667
$100
$87,500
$40
$35,000
$52,500
60%
Full
15%
375
31.25
$75
$28,125
$30
$11,250
$16,875
60%
Twin
15%
375
31.25
$50
$18,750
$20
$7,500
$11,250
60%
Curtains
5%
2500
208.3333333
Size One
33.30%
832.5
69.375
$100
$83,250
$40
$33,300
$49,950
60%
Size Two
33.30%
832.5
69.375
$75
$62,437.50
$30
$24,975
$37,462.50
60%
Size Three
33.30%
832.5
69.375
$50
$41,625
$20
$16,650
$24,975
60%
Sham
10%
5000
416.6666667
King
25%
1250
104.1666667
$100
$125,000
$40
$50,000
$75,000
60%
Queen
25%
1250
104.1666667
$75
$93,750
$30
$37,500
$56,250
60%
Standard
25%
1250
104.1666667
$50
$62,500
$20
$25,000
$37,500
60%
25% 10% 33.30% 33.30% 33.30% 12.50% 50% 50% 15% 35% 35% 15% 15% 10% 35% 35% 15% 15% 5% 35% 35% 15% 15% 15% 35% 35% 15% 15% 12.50% 100%
1250 5000 1665 1665 1665 6250 3125 3125 7500 2625 2625 1125 1125 5000 1750 1750 750 750 2500 875 875 375 375 7500 2625 2625 1125 1125 6250 6250
104.1666667 416.6666667 138.75 138.75 138.75 520.8333333 260.4166667 260.4166667 625 218.75 218.75 93.75 93.75 416.6666667 145.8333333 145.8333333 62.5 62.5 208.3333333 72.91666667 72.91666667 31.25 31.25 625 218.75 218.75 93.75 93.75 520.8333333 520.8333333
$50
$62,500
$20
$25,000
$37,500
60%
$75 $50 $25
$124,875 $83,250 $41,625
$30 $20 $10
$49,950 $33,300 $16,650
$74,925 $49,950 $24,975
60% 60% 60%
$75 $50
$234,375 $156,250
$30 $20
$93,750.00 $62,500
$140,625.00 $93,750
60% 60%
$300 $250 $200 $150
$787,500 $656,250 $225,000 $168,750
$120 $100 $80 $60
$315,000 $262,500 $90,000 $67,500
$472,500 $393,750 $135,000 $101,250
60% 60% 60% 60%
$125 $100 $75 $50
$218,750 $175,000 $56,250 $37,500
$50 $40 $30 $20
$7,291.67 $5,833.33 $22,500 $15,000
$211,458.33 $169,166.67 $33,750 $22,500
60% 60% 60% 60%
$400 $300 $200 $100
$350,000 $262,500 $75,000 $37,500
$160 $120 $80 $40
$140,000 $105,000 $30,000 $15,000
$210,000 $157,500 $60,000 $22,500
60% 60% 60% 60%
$300 $250 $200 $150
$787,500 $656,250 $225,000 $168,750.00
$120 $100 $80 $60
$315,000 $262,500 $90,000 $67,500
$472,500 $393,750 $135,000 $101,250.00
60% 60% 60% 60%
$125
$781,250
$50
$312,500
$468,750
60%
Style # 177630
Style # 177631
Style # 177632 Style # 177623
Style # 177624
Style # 177625
Style # 177626
Style # 177627
Euro Pillow Cases King Queen Standard Decorative Pillow Small Large Duvet Cover King Queen Full Twin Sheets King Queen Full Twin Duvet King Queen Full Twin Comforter King Queen Full Twin Blanket One Size
Total Units
Average Monthly Units Retail per unit Total Retail
$2,689,200.00 $4,409,737.50
Style Nbr.
Style # 177629
% to total
$6,804,375
Cost per unit
Total Cost
Total Margin $ Marup %
19
Spec Sheets
20
21
Spec Sheets
22
23
Spec Sheets
24
25
Spec Sheets
26
27
Spec Sheets
28
29
Spec Sheets
30
31
Spec Sheets
32
33
Spec Sheets
34
35
Spec Sheets
36
37
Spec Sheets
38
39
Marketing Strategies
Hang Tags
40
Packaging
Online Shopping
41
Marketing Strategies
42
Advertisement
Window Display 43
FASM 310 Connelly Rhea Lauren Thomas