Embellished Courtney Osborne
Mission Statement
E
mbellished strives to produce unique, one
of a kind pieces to make a woman feel special. We manufacture products from the finest fabrics in American factories run by skilled seamstresses. It is our mission to create garments of supreme quality and craftsmanship for women who want well-made pieces that add personality to their wardrobe.
Mission Philosophy
A
t Embellished, we strive to create a unique, limited edition assortment
for our customers. Our pieces are made from the finest fabrics and are made in America by skilled professionals. This supreme quality is what makes our customers loyal to us. Because our store is a boutique style, our products are made in limited quantities creating exclusivity for our products. This ensures that when a customer wears one of our pieces, she can feel confidant that she will not see a dozen other women wearing the same thing. Our clothing is trendy and fresh, appealing to women who want to be seen and make a statement while feeling confidant.
Unlike our competitors, our clothing is made in the United States only, supporting our country’s job market. This also ensures our products are being made by skilled seamstresses, so customers know their pieces are made correctly. Most of our competitors have moved their production overseas, which has made their products a lower quality. Our high-quality fabrics make our clothing much more comfortable and durable than our competitors’. Our store is located in downtown San Francisco on Market Street. This busy, urban area is the perfect location for our store because the street not only gets a lot of tourist traffic, but it also is where a lot of locals like to go to eat and shop. This steady traffic ensures maximum exposure for our store. The climate in San Francisco is ideal for a wide array of clothing because of its mild temperatures. Our spring line will be sold from January, 2013- April 2013.
Customer Profile Segmentation Types/Bases
Illustrative Categories
Geographic Segmentation Region
North, South, East, West
City Size
100,000+
Population density
Urban
Climate
Temperate (warm summers, cold winters)
Age
25-35
Gender
Female
Household size
1-4 people
Income
Over $75,000
Occupation
Professional
Education
College
Demographic Segmentation
Sociocultural Segmentation Culture
American
Sub culture
All
Religion
All
National origin
All
Race
All
Social Class
Upper-Middle Class, Upper Class
Marital status
Single, Married
Psychographics
Achievers, strivers
Degree of knowledge
Expert
Benefits sought
Convenience, prestige
Attitude
Positive, ambicious
Brand loyalty
Divided, Undivited Loyalty
Store loyalty
Divided, Undivited Loyalty
Usage rate
Medium, Heavy
User status
Current User
Payment method
Cash, Credit Card
Media usage
Newspapers, magazines, TV
Usage situation
Work, home, vacation
Affective and Cognitive Segmentation
Behavioral Segmentation
Customer Psychographics
N
atasha is a 27-year-old businesswoman working in the real estate
industry. She is charge of commercial real estate and works on some of the largest deals the agency handles. As one of the top agents, Natasha makes well into six figures making her able to pay for the luxuries she loves to indulge in. She resides in San Francisco, California and owns a two-bedroom house in the city that she shares with her cocker spaniel. She has a serious boyfriend, Steven whom she has been dating for about a year. Natasha drives a Lexus convertible from 2009 that she bought herself after landing her first record-breaking sale. She tries to stay healthy and shops regularly at Trader Joe’s for fresh, organic food. Also, she is a member at Equinox where she works out about five times a week with a personal trainer before work and on the weekends. Natasha subscribes to several magazines so she can indulge in the latest trends in fashion and home furnishing. These magazines include: Vogue, W, Lucky and Better Homes and Gardens. She loves to spend her Sunday mornings getting lost in the articles while drinking a giant cup of coffee. Although she does not like to openly admit it, Natasha loves the Real Housewives shows on Bravo and considers the series her “guilty pleasure”. About
three times a month, Natasha stops into her favorite stores including: J. Crew, Club Monaco, Niemen Marcus, and Embellished to add to her ever-growing wardrobe. She loves to stay on trend with fashion and considers herself to be quite fashion forward. It is 9 am on a Saturday morning and after a busy workweek, Natasha is happy to have gotten the morning to sleep in. She immediately heads to her coffee machine to brew her Italian Roast Starbucks coffee before she takes her cocker spaniel, Julius out for a walk and getting on her laptop to check her personal email. After a relaxing hour, it’s time to start the day with a work out at Equinox. Once she has finished with her rigorous routine at the gym she cleans up and heads out to meet Steven for lunch at Chez Fayala for her favorite spicy chicken dish. After lunch, Natasha and Steven decide to spend the afternoon shopping in Union Center to find new clothes for the warm weather. In addition to shopping, Natasha wants to scope out some buildings in the area her agency is looking to represent to sell. After a few hours of shopping, Natasha and Steven grab a coffee and head to the park for a nice walk. Tonight, Natasha has a girls’ night out planned with her older sister, Kelsey and her two best friends. After getting dressed up, she meets the girls for dinner out at La Folie followed by dancing at 111 Minna Gallery. At the end of the night, Natasha cannot wait to get home, take off her heals and crawl into her bed with her puppy.
Style Numbering System 1 YEAR 1
2013
2 SEASON A SPRING 3 CLASS 1 TOPS 2 BOTTOMS 3 OUTERWEAR 4 DRESSES SUB 4 CLASS 1 TOPS 1 2 3 4
BUTTON DOWN T-SHIRT SWEATE R CARDIGAN
1 2 3 4
CAPRI DENIM SKIRT SHORTS
1 2 3
BLAZER JACKET VEST
1 2
LONG SHORT
2 BOTTOMS
3 OUTERWEAR
4 DRESSES
5 COLOR 1 2 3 4 5 6 7 8 9 0 A B C
MULTI BLACK WHITE RED ORANGE YELLOW GREEN BLUE BROWN IVORY KHAKI PURPLE PINK
6 FABRICATION 1 2 3 4 5 6 7 8
COTTON SILK CASHMERE COTTON/POLYESTER SATIN WOVEN LEATHER DENIM
7 SIZE
A B C
1 EXTRA SMALL 2 SMALL 3 MEDIUM 4 LARGE 5 EXTRA LARGE 6 DOUBLE 0 7 0 8 2 9 4 0 6 8 10 12
EXAMPLE:
1A11C21 1 2013 2 Spring 3 Top 4 Button Down 5 Pink 6 Silk 7 Extra Small
Silk Button Up
Long-sleeve silk button up shirt. Button pockets in front, 14 small buttons in all. Loose fit, long throughout torso, princess seams in back. Colors: ivory, orange, pink, black, blue. Sizes: XS-XL. Style Numbers: Ivory 1A11021, 1A11022, 1A11023, 1A11024, 1A11025 Orange 1A11521, 1A11522, 1A11523, 1A11524, 1A11525 Pink 1A11C21, 1A11C22, 1A11C23, 1A11C24, 1A11C25 Black 1A11221, 1A11222, 1A11223, 1A11224, 1A11225 Blue 1A11821, 1A11822, 1A11823, 1A11824, 1A11825
DATE: February 15, 2012 _________ _________ DESCRIPTION: Long-sleeve silkbutton-up blouse
: SIZE RANGE:
XS-XL
1. MATERIAL Silk
COLORS: Ivory, Organge, Pink, Black, Blue
AMOU YARDS PRICE NT 2 $22.00 $44.00
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS
BUTTONS Pearl BELTS LABELS FUSING
TOTAL TRIMMINGS COST
STYLE #:
1A11022
SEASON:
Spring 2012
WHOLESALE PRICE:
$102.20
RETAIL PRICE:
$205.00
3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING
AMOUN T $1.00 $1.92 $0.38 $0.87 $0.37
$44.00 QUANT AMOU . PRICE NT
14
20/ gross
$2.46
2
$0.50
$0.10
$2.56
TOTAL LABOR COST
3. TOTAL COST
$4.54
$51.10
Sequin Tee Shirt
Short Sleeve linen woven tee, fully covered in sequins. Small zipper in the back coming down from the back of the neck. Colors: white, green, yellow. Sizes: XS-XL. Style Numbers: White 1A12361, 1A12362, 1A12363, 1A12364, 1A12365 Green 1A12761, 1A12762, 1A12763, 1A12764, 1A12765 Yellow 1A12661, 1A12662, 1A12663, 1A12664, 1A12665
DATE: _________ DESCRIPTION:
: SIZE RANGE:
February 15, 2012 _________ Sequin Tee Shirt
XS-XL
1. MATERIAL Woven Linen
COLORS: White, Green, Yellow
YARDS 1.25
PRICE AMOUNT $13.99 $17.49
INTERFACING ( LINING )
TOTAL MATERIAL COST
2. TRIMMINGS ZIPPER BUTTONS BELTS LABELS FUSING SEQUINS
TOTAL TRIMMINGS COST
$17.49
QUANT.
PRICE
1 $30/gross
AMOUN T
STYLE #:
1A12361
SEASON:
Spring 2013
WHOLESALE PRICE:
$57.68
RETAIL PRICE:
$120.00
3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING
TOTAL LABOR COST
AMOUNT $0.50 $1.00 $0.22 $0.87 $0.37
$2.96
$0.20
2
$0.10
$0.20
10,000
7.99/10,00 0
$7.99
$8.39
3. TOTAL COST
$28.84
High-Rise Skinny Jeans
Dark blue subtle stretch denim wash, skinny leg with 32� inseam, closure with button and front zipper. Comes in dark blue wash only. Sizes: 00-12. Style Numbers: 1A22886, 1A22887, 1A22888, 1A22889, 1A22880, 1A2288A, 1A2288B, 1A2288C
DATE: _________ DESCRIPTION:
: SIZE RANGE:
February 15, 2012 _________ High-Rise Skinny Jeans
00-12
1. MATERIAL Denim
COLORS: Dark Blue Wash
YARDS 2.5
PRICE AMOUNT $14.99 $37.48
INTERFACING ( LINING )
TOTAL MATERIAL COST
2. TRIMMINGS ZIPPER BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST
$37.48
QUANT. PRICE AMOUNT 1 7.99/gross $0.20 18.99/ 1 gross $0.13 2 4
$0.10 $0.05
$0.20 $0.20
$0.73
STYLE #:
1A22880
SEASON:
Spring 2013
WHOLESALE PRICE:
$86.70
RETAIL PRICE:
$175.00
3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING
TOTAL LABOR COST
3. TOTAL COST
AMOUNT $1.50 $1.50 $0.45 $0.87 $0.37 $0.45
$5.14
$43.35
Satin Shorts
High-rise satin shorts with one button and zipper closure in back. Shorts have two pockets, one on either side in front. Colors: black, multi, white, red. Sizes: 00-12 Black 1A24256, 1A24257, 1A24258, 1A24259, 1A24250, 1A2425A, 1A2425B, 1A2425C Multi 1A24156, 1A24157, 1A24158, 1A24159, 1A24150, 1A2415A, 1A2415B, 1A2415C White 1A24356, 1A24357, 1A24358, 1A24359, 1A24350, 1A2435A, 1A2435B, 1A2435C Red 1A24456, 1A24357, 1A24358, 1A24359, 1A24350, 1A2435A, 1A2435B, 1A2435C
DATE: _________ DESCRIPTION:
February 15, 2012 _________ Satin Shorts
STYLE #:
1A24250
SEASON:
Spring 2013
WHOLESALE PRICE:
$78.64
RETAIL PRICE:
$160.00
: SIZE RANGE:
COLOR S: Black, Multi, White, Red
00-12
1. MATERIAL Heavy-Weight Satin
INTERFACING ( LINING )
YARD S 2
PRICE AMOUNT $12.99 $25.98
1
$7.99
TOTAL MATERIAL COST
2. TRIMMINGS ZIPPER BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST
$7.99
3. LABOR CUTTING LABOR MARKING PAYROLL TAXES & HEALTH FUND TRUCKING GRADING
$33.97 QUAN T. PRICE AMOUNT 3. 1 $30/gross $0.20 1 18.99/gross $0.13 2 4
$0.10 $0.05
$0.20 $0.20
$0.73
TOTAL LABOR COST
TOTAL COST
AMOUNT $1.50 $1.50 $0.38 $0.87 $0.37
$4.62
$39.32
Maxi Dress
Strapless maxi dress made from Chinese silk, spun in the best mills. Dress is made extra long so it can be worn with heels. Long ruffle detail down the front, elastic gather at waist and zipper on the left side. Colors: blue and yellow print, white and orange. Sizes: XS-XL Style Numbers: Multi 1A41121, 1A41122, 1A41123, 1A41124, 1A41125 White: 1A41321, 1A41322, 1A41323, 1A41324, 1A41325 Orange 1A41521, 1A41522, 1A41523, 1A41524, 1A41525
DATE: _________ DESCRIPTION:
: SIZE RANGE:
February 15, 2012 _________ Maxi Dress
XS-XL
1. MATERIAL Light-Weight Silk
INTERFACING ( LINING )
TOTAL MATERIAL COST 2. TRIMMINGS ZIPPER BUTTONS BELTS LABELS FUSING ELASTIC GATHERING
TOTAL TRIMMINGS COST
COLORS:
Multi, White, Orange
STYLE #:
1A41123
SEASON:
Spring 2013
WHOLESALE PRICE:
$245.72
RETAIL PRICE:
$490.00
YARDS
PRICE AMOUNT 3. LABOR $22.99 $91.96 CUTTING LABOR MARKING PAYROLL TAXES & HEALTH 2.5 $9.99 $24.97 FUND TRUCKING GRADING $116.93 4
QUANT.
PRICE AMOUNT $30/ 1 gross $0.20
2
$0.10
$0.20
1 $.99/yard
$0.99
$1.39
TOTAL LABOR COST
AMOUNT $1.00 $1.92 $0.38 $0.87 $0.37
$4.54
Unit Distribution VENDOR NAME
BEGIN SHIP
COMPLETE
LABEL
SEASON
Embellished
October, 2012
January, 2013
Embellished
Spring 2013
13546
NEW ORDER
SHIPPED:
X
ORDINARY
SIZE STYLE #
DESCRIPTION
COLOR
XS 5
1A11021
Slik Button Up
Ivory
1A11022
Slik Button Up
Ivory
1A11023
Slik Button Up
Ivory
1A11024
Slik Button Up
Ivory
1A11025
Slik Button Up
Ivory
1A11521
Slik Button Up
Orange
1A11522
Slik Button Up
Orange
1A11523
Slik Button Up
Orange
1A11524
Slik Button Up
Orange
1A11525
Slik Button Up
Orange
1A11C21
Slik Button Up
Pink
1A11C22
Slik Button Up
Pink
1A11C23
Slik Button Up
Pink
1A11C24
Slik Button Up
Pink
1A11C25
Slik Button Up
Pink
1A11221
Slik Button Up
Black
1A11222
Slik Button Up
Black
1A11223
Slik Button Up
Black
1A11224
Slik Button Up
Black
S
M
L
XL
7 8 6 4 2 4 5 3 2 2 4 5 3 2 6 8 10 7
TOTAL UNITS
WHOLESALE
RETAIL
TOTAL WHOLESALE
TOTAL RETAIL
5
$102.20
$205.00
$511.00
$1,025.00
7
$102.20
$205.00
$715.40
$1,435.00
8
$102.20
$205.00
$817.60
$1,640.00
6
$102.20
$205.00
$613.20
$1,230.00
4
$102.20
$205.00
$408.80
$820.00
2
$102.20
$205.00
$204.40
$410.00
4
$102.20
$205.00
$408.80
$820.00
5
$102.20
$205.00
$511.00
$1,025.00
3
$102.20
$205.00
$306.60
$615.00
2
$102.20
$205.00
$204.40
$410.00
2
$102.20
$205.00
$204.40
$410.00
4
$102.20
$205.00
$408.80
$820.00
5
$102.20
$205.00
$511.00
$1,025.00
3
$102.20
$205.00
$306.60
$615.00
2
$102.20
$205.00
$204.40
$410.00
6
$102.20
$205.00
$613.20
$1,230.00
8
$102.20
$205.00
$817.60
$1,640.00
10
$102.20
$205.00
$1,022.00
$2,050.00
7
$102.20
$205.00
$715.40
$1,435.00
Marketing Budget
Total Retail Sales: $302,625 Marketing budget will equal five percent of retail sales. Total Marketing Budget: $15,131
Marketing Plan
1. Objective: To gain an initial, core, revisiting client base of 50 people by February, 2013. Strategy: Host a “Spring Fling� shopping event in store. Tactics: Store director chooses date for event. Store Director informs store employees of event Graphic design team creates emails, flyers and invitations Special events coordinator orders decorations Special events coordinator hires servers Store employees send out invitations, emails and flyers Special events coordinator chooses and orders food and drinks Store director and staff hosts Spring Fling event Evaluation: Store director tracks reoccurring client sales starting February, 2014.
2. Objective: To increase early fall sales by 12% by September, 2014. Strategy: Put on a fall fashion show Tactics: Fashion director to choose date for event Fashion director to choose concept Fashion director to choose location Store director to inform store employees Fashion director to choose and pull clothes Graphic design team to create advertising concept Graphic design team to create advertisements Graphic design team to create tickets Store employees to mail out invitations and put up advertisements Fashion director to order decorations Fashion director to secure lighting Fashion director to hire models Fashion director to choose music/ hire D.J. Fashion director to create timing and action for run of show Fashion director to order food and drinks Fashion director/Store director to run rehearsal Fashion director/Store director to run event Evaluation: Financial department compares early fall sales from August-September of 2013 to August-September sales in 2014
3. Objective: To secure 20% more customer information by January, 2014. Strategy: Create customer information cards Tactics: Store director to inform store associates of new cards Graphic design team to create card design Graphic design team to produce cards Graphic design team to send cards to store Store director/ Store associates to begin implementing card usage Evaluation: Store director will compare amount of customer information captured in January, 2014, as compared to January, 2013.
4. Objective: To increase sales by 8% by April, 2014. Strategy: Run advertisement in local newspaper four times. Tactics: Fashion Director will create a concept Graphic design team will design advertisement Store director will inform store employees Fashion director will pull the clothes Fashion director will hire the model Fashion director will hire the photographer Photographer will shoot advertisement Graphic design team will create advertisement Graphic design team will send advertisement to newspaper Newspaper will run advertisement four times, on four consecutive weeks. Evaluation: In May, the store director will compare April sales from 2014 against 2013.
Embellished News Release Contact: Embellished Public Rela7ons and Communica7ons Tel: 440-‐552-‐8474 EmbellishedbyCourtney@gmail.com Fax: 440-‐835-‐9025 For Immediate Release Saturday, January 5th, 2013 Embellished store opening Spring Fling event Embellished is happy to announce their store launch with their Spring Fling shopping event to be held on January 25th. The bou7que is located in San Francisco at 55 North Market Street in the heart of the shopping district. The bou7que is bright and vibrant with a classy feminine feel. The collec7on is fresh for spring introducing on-‐trend silhoueTes in rich colors and luxurious fabrics. The highlighted pieces from the collec7on include a shimmering sequin maxi skirt, a flirty summer dress, and a gorgeous cashmere blazer.
The Spring Fling event will be held from 6-‐9pm at Embellished. Courtney Osborne, Embellished designer and storeowner will be hos7ng the event along with store employees. Beverages such as sodas as well as champagne and personalized mixed drinks will be served along with hors d’oeurves. Store employees are trained to be expert stylists and will provide complimentary styling for guests. To maintain the party atmosphere, there will be a local DJ mixing the event playing a combina7on of new music with past favorites. Courtney Osborne explains, “I am ecsta7c to introduce my spring line! I believe the designs I have created are pieces that every young woman wants as part of her spring wardrobe. I have put so much work into my Embellished bou7que and collec7on and I cannot wait to see my vision come to life at the Spring Fling.” _______________________________________________________________________