FIRST EDITION, COPYRIGHT 2013 BY DELISHA LASHÁ SMITH NO PART OF THIS BOOK MAY BE REPRODUCED IN ANY FORM WITHOUT PERMISSION IN WRITING FROM THE DESIGNER, EXCEPT BY A REVIEWER WHO WISHES TO QUOTE SOURCES IN CONNECTION WITH A REVIEW WRITTEN FOR INCLUSION IN A MAGAZINE OR NEWSPAPER. ST. CHARLES, MO ALL PHOTOS ONLINE SOURCES.
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AY TO DAY, I LOOK FOR WAYS TO SUBMERSE MYSELF IN VERSATILE AND FAST-PACED ENVIRONMENTS THAT MIRROR THE FASHION INDUSTRY.
OOKING BACK, THE ART OF STYLING IS WHAT CAPTIVATED ME. FROM CONCEPT TO PRINT, PIECING THINGS TOGETHER IS MY SPECIALTY AND I SURPASS OTHERS IN MY EXECUTION.
IMPLY HAVING A KNACK FOR RECOGNIZING TRENDS AND ACQUIRING A NOTEWORTHY TASTE LEVEL EMBODY THE ESSENTIAL ATTRIBUTES I PICKED UP ALONG THE WAY.
NUM BER ONE C
Rachel Roy
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Egyptian Resort
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TO DO:
JAIDEN SOCCER PRACTICE- 6PM BAKE CUPCAKES FOR NAIMA’S BAKE SALEWEDNESDAY BUY WINE FOR THE PETERSONS- FRIDAY NIGHT
...the time has come to sail the seas and coast the plains in the world ahead of us. It’s all at reach. It’s all extraordinary. And... it’s all ours.
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Eveningwear
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For the woman who can’t help but to have it all
Trend to Watch
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Architecture
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his collection is inspired by modern Japanese archetecture. Thinking outside of the box is the epitome of what these architects are doing. The combination of the clean lines and organic shapes are pleasing to the eye. The architecture provides a different angle and puts a new spin on the term, “house with a view.”
eeping with the lines while adding a kick of kaleidoscopic prints and color blocking only enhances the mood. It’s youthful and fun. At this point, ready to wear will modify and be defined by silhouettes that do the opposite of mimic the body.
oxy and angular become the new fitted and accentuated. This collection was made for the girl that is electric and fun! The vibrant free spirit whose motto is Carpe Diem is the kaleidescopic muse. She is the one to let everyone know that it’s time to step away from the form. Let’s allow the fabric to catch wind.
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Credits: Model: Bailey Compton Hair and Makeup: Jessica Ballwin Photographer: Gary
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Executive Summary
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JMH: The Company
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The Marketing Plan
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Proposed Brand Image
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EX E CU T SU I V M E M AR Y 16
DELISHA LASHA
he James M. Harrison brand is very clean in its esthetic. Every garment hints at youthful refinement and luxury. Simplicity is the main factor and it transcends to the client. All that considered, the James M. Harrison brand speaks to a particular market. With the revamped appraoch to this minimalistic clothing company, the marketing will become lush, allowing the client base to reach out to every modern, high-society woman who believes that less is more.
Merchandise
JMH
THE COMPANY
by Delisha Lasha
Brand: James M. Harrison + Owner: James Monroe Harrison + Title: Fashion Designer, Stylist, Consultant
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he James M. Harrison brand was founded in 2011 by James Monroe Harrison. It was while studying fashion design that he decided his dialect on fashion had to be showcased to the masses. In 2012, he began to truly explore his esthetic as a designer.
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ithin a year, Harrison showcased three collections in various fashion shows, building a strong local presence within the fashion district of St. Louis. It’s apparent that Harrison has a concise point of view about the way he approaches fashion.
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oday, Harrison wants to expand and become a brand. He is open to all things from interior design to blogging. His brand must embody the three things that define who he is; clean, modern, and enigmatic.
The James M. Harrison brand features everything from tank tops to cocktail dresses. It’s priced from $50 to $500. Each piece is hand crafted in the US.
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THE MARKETING PLAN
Goals
Objectives
gain new clients
create and define market segment
increase visibility
present a more polisehd brand image
establish a social presence
cur re nt cl i ent The current customer base focuses more on the preppy individual who is always on the go. The customer is very serious and doesn’t allow much time for leisure. Client is always well groomed. He or she appreciates art and music of all genres. The client is between the ages of 21 and 35, lives in Chicago, but travels frequently and is extremely family oriented. This customer does plenty of online shopping at J. Crew and Tommy Hilfiger.
promote a well-defined brand image The proposed customer isn’t much different from the current customer in terms of age or characteristics. Although, this customer feels more like a Brooklyn native that enjoys the New York city scene. He or she isn’t as busy as the current customer and allows for more down time in his or her schedule. Due to the easy going approach, the client is much more minimal and strategic about wardrobe selections. This customer does light online shopping and enjoys the get-up about shopping in store. The client can be seen shopping in Tom Ford and Acne.
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Pro pos ed cl i ent
current logo
current Media Outlets
PROPOSED ADDITIONAL MEDIA OUTLETS
proposed logo
buy, Buy, BUY... Sell to markets in the US only. Merchandise should be sold in stores/sites like:
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+Chictopia +ASOS +Boohoo
+ShopBop +Gilt +TopShop 23
DELISHA LASHA
Proposed brand image Potential Ad Layout
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FASHIONDESIGN I N T E R I O R D E S I G N . S T Y L I N G . C O N S U L T I N G JAMES MONROE HARRSION CONCEPTSXJMH.WORDPRESS.COM
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I’M OFTEN ASKED WHY I TAKE SO LONG TO GET READY IN THE MORNING. MY REPLY, “I DONT DO IT FOR ME, I DO IT FOR EVERYONE ELSE. PEOPLE LIKE MY STYLE BECAUSE I GIVE THEM SOMETHING THEY CAN TAKE HOME. ITS ALL ABOUT THE IMAGE. THE CONCEPT. THE LOOK. HOW DO YOU FEEL WHEN YOU SEE ME WALK INTO A ROOM? IF YOU HAVEN’T HEARD, FASHION IS ABOUT BODY LANGUAGE. AND QUITE FRANKLY, WHAT YOU PUT OUT IS WHAT YOU RECEIVE.” WHAT MESSAGE ARE YOU SENDING TODAY? -DELISHA LASHÁ
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Kjanae is a clothing brand owned by designer, Kiya Ragland. The theme of her logo was to pay homage to her sister who died of heart failure.
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Lindenwood University’s Fashion Design Program never had a logo. I took it upon myself to make one and submit it for use. I felt that the logo would definitely legitimize the program.
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DELISHA LASHÁ STYLING. VISUAL MERCHANDISING. CONSULTING DLASHASTYLE@GMAIL.COM DLASHASTYLE@BEHANCE.NET
This logo is for the Lindenwood University Fashion Design Society. This logo is a spin-off of the program logo that I created. I wanted them to be cohesive and readily identifiable.
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Delisha Lasha Courtnee Davis LXFM 501 Professional Concepts and Theories in Fashion Design SCAD-Atlanta
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Hermès will continue its longterm strategy based on creativity, maintaining control over its know how, expanding its distribution network, strengthening its production capacity and protecting its supply sources.
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In 2014, our company will focus on the theme of metamorphosis, that of precious materials becoming our company’s determination to reinvent itself and push the limits of excellence.
2014, THE PROCESS OF METAMORPHOSIS From First Glance Overview Taking the Reins Brand Heritage Apprentinces & Influence Hermes Today Timeline: Past to Present Attention to Detail Craftsmanship The Handbag The Scarf
Silk Ties The Image Aesthetics The Logo Orange Boxes & Bags Ad Campaigns What’s Next To Be Continued SOURCES
1stGLANCE FROM
Welcome to the world of Hermès, where luxury meets fashion. This world renowned brand is iconic in so many ways. With one hundred and seventy-seven years under its belt – and counting, Hermès sets the example for how to stay in the forefront of the luxury fashion industry. One of the many reasons is because Hermès keeps it all in the family, allowing very few to penetrate the system. With that sense of loyalty, you get one of the most appreciated luxury brands in the world. Since its equestrian foundation, Hermès values creating the finest products, symbolizing the highest standard of wealth and success for all of its consumers.
Axel Dumas, current CEO of Hermès, is looking to keep the tradition alive for providing timeless pieces in the Paris based Luxury Company. Being known for leather craftsmanship, handbags, and silk scarves is an immaculate heritage to uphold and Dumas is just the man for the job. But don’t take that verbatim, seeing how Hermès is primarily a female driven company. Over half of the company’s employees are women – ranging from sales associates to leather craftsmen. Not to mention, the youth that drives the company. The Hermès mission and vision very well do embody old money and traditions, yet and still, more than sixty percent of the employees are forty years or younger. Facts like this show how distinguished, youthful, and remarkable this company truly is. Take a look at how Hermès began its one hundred and seventy-seven year journey, with centuries more to go!
TAKING
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Brand Heritage
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t all started with a man named Thierry Hermès, born 1801 in Krefeld, Germany. Krefeld was in a small French region that gave him his French standing. The Hermès family was Protestant, which caused them to be prosecuted by the Catholic Church in Europe. We later find that this prosecution contributed to the accomplishment of the family. They learned to keep to themselves, moving strategically and quietly towards success. Sadly, at fifteen years old, Thierry was orphaned. In 1821, he left his life in Krefeld behind and headed for Paris. Upon arrival, Thierry settled in Normandy, which was Frances horse making country and learned the harness making trade. He honed his skills in leather craftsmanship and by 1837 decided to open a harness workshop in Paris self-titled: Hermès.
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n 1859, the company was turned over to his second son, Charles-Èmile Hermès who was extremely innovative. He introduced harnesses that protected the horse as well as the passenger. In addition, he found that it was time for an upgrade and decided to move the business to a gorgeous two-story building in the year1880. With the arrival of the twentieth century came the turning point for Hermès. It was 1902 when Èmile-Maurice and brother Adolphe took control of the company. Maurice dove in head first. He traveled the world and drew influences from everywhere. While on a trip to Argentina, Maurice took note of the Guachos – South American cowboys – and how they carried their ridding saddles in satchels. It was at that moment that the brand drifted into the realm of leather bags.
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istory was made and it began with the Hermès Saddle Bag. Not soon after, the zipper invention was integrated into Hermès designs and, due to a shortage in supplies, vibrant orange packaging became the signature color for the brand. In 1945, the company logo was added to the company by Maurice after being inspired by a picture of a groom standing near a horse carriage. This very photo is displayed within the company as a constant reminder of the true values of the brand. After the death of Maurice, his son in law Robert Dumas-Hermès took over the company. He knew how important it was to keep this family business, a family business. Therefore, he groomed his son from birth, Jean Louis to bring the company into the twenty first century.
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irst, in 1963, Jean Louis traveled to work in New York as an assistant buyer for Bloomingdales. This taught him the inner fixings of the retail business. Upon completion of just one short year, Jean Louis was asked to join the family business as a consultant. Unfortunately, the 1970’s were was very slow moving and luxury was considered dead. Robert didn’t push the company like his father had. Once Robert passed, his son Jean Louis was elected as chairman. Soon the company was back in full swing. In 1980, Jean Louis hired a nineteen year old designer by the name of Eric Bergere. He was fresh out of design school at the time. It was his job to liven up the womens wear line and revitalize the handbag division. That is precisely what he did. Today, the Hermès handbag is something to be experienced.
Apprentices
Influences Here is a list of other designers who have graced the Hermès workspance.
Lola Prusac
Eric Bergère
Mariot Chane
Who: Helmut Newton, Fashion Photographer. Newton was know as the “King of Kink” with his racey and outlandish take on fashion photography. When: 1976
Quite a few, but not very many, designers have been blessed enough to work for the Hermès Brand. The Most recent addition is Nadège Vanhee-Cybulski. At 36, she already has worked for companies like Celine, Masion Martin Marsiela, and The Row. Now, she takes her place as the Artistic Director of Womens Ready-to-Wear. “We welcome the arrival of Nadège. Her talent and her creative track record will be great assets in the continued development of women’s readyto-wear,” said Axel Dumas.
Jacques Delahaye
Claude Brouet
Martin Margiela
Catherine de Karolyi
Daniel Deakin
Jean Paul Gaultier
Monsieur Levaillant
Alex Bartaska
Véronique Nichanian
Nicole de Vesian
Tan Giudicelli
Christophe Lemaire
Marc Audibet
How: Newton was obsessed with Hermes and had a true admiration for the brand. After a visit to the flaship store, 24 rue du Faubourg Saint-Honroe, he bluntly commented on how it was “the most expensive and luxurious sex shop in the world.” He then decided to shoot a portfolio that featured Hermes products. The photoshoot took place in Paris for Vogue.
Hermès: Today
Today, the brand houses three hundred and eighteen stores worldwide on five continents. Within the company, the products are categorized in fourteen divisions. Some of which include tableware, stationary, enamel, and decorative arts – not to state the obvious. With an estimated brand value of twenty one billion dollars, Hermès is firmly planted at the number two ranking for the top Luxury Brands in the World. And to be ranking in at forty one on the top 100 Most Valuable Global Brands, Hermès has plenty to celebrate. Last year, Hermes was crowned as the fastest growing company in the luxury fashion industry over the past six years. The company had five billion dollars in sales while reporting an operating profit of less than two billion. Sales have seen a 14% increase since 2013, with numbers continuing to rise.
Leather Goods-Saddlery 44% Ready-to-Wear & Accessories 22% Silk & Textiles 12% Other Hermès Métiers 6% Perfumes 6% Watches 4% Other products 4% Tableware 2%
Past to Present 1922, the first handbag 1837, founded. harness making
1929, womens apparel
1949, the start of perfume
1867, Saddles 1930, intro to scarves
1946, silk ties
1970, expanded brand. opened international shops
1990, procelain and tableware
1997, shoes for men
1978, Birkin Bag
1956, Kelly Bag
1972, womens shoes
2007, rose gold and diamond jewelry
1998, Herbag handbag 2008, 14 product divisions
2012, fine jewelry collection
2014, #2 top fashion luxury brand in the world
dETAIL
ATTENTION
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Craftsmanship Good things come to those who wait. And if you are waiting on an Hermes original, it is well worth it. The main strength of Hermès is the love of craftsmanship” says Axel Dumas. “We see ourselves as creative craftsmen.” The Hermès Metiers director Guillaume de Seynes, is the go to guy for craftsmanship in the Hermès family. His sole responsiblity is to uphold and protect the high levels of skill involved in creating the brand’s products. When staff goes into training, it typically takes up to 18 months to master the high levels of expertise that the luxury company is known for. Seynes reports that, “Even the top-level executives are required to spend two days in the workshops when they first join, where they are forced to produce a leather item.” Materials used to create the wide range of products include, but are not limited to, cowhide, reptile, ostrich, canvas, silk, gold, glass, and porcelain. All things Hermes is hand made to perfection; every stitch enclosed and out of site. “The philosophy of Hermès is to keep craftsmanship alive.” -Axel Dumas
The Handbag
Nothing can compare to the Hermès handbag. With starting prices of about six thousand dollars, every bag is made from the finest leather and sewn by hand. Holding year’s long waiting lists still doesn’t embody how exclusive and elite carrying an Hermès handbag is. For that reason, most consider it to be the last standing luxury good in the industry. To buy an Hermès bag is an experience within itself. The boutiques only receive a handful of bags to sell in store. Everything else that is seen on display is not for sale. It is merely a three dimensional view of the options offered for selecting your Hermès bag. To insure exclusivity, if you want an Hermès bag, you must order it.
Hermès Handbags fall under the umbrella of Leather Goods-Saddlery, which is the original ‘mertier’ of the company. In 2013, this division represented 44% of the brand’s sales.
Little known fact, the Birkin bag is named after the actress Jane Birkin. Jean Louis had a brief encounter with her on a plane. She had an overstuffed straw bag. Jean Louis told her she should have one with pockets. Jane then quickly replied, “The day Hermès makes one with pockets, I will have that.” He then said to her, “I am Hermès.” The impression she left on him inspired him to order up a variation of the Kelly which was later named: The Birkin bag.
While there are plenty of the options for selecting an Hermès handbag, most of the designs have been in existence for close to one hundred years. Notice how, unlike the competition, the brand logo isn’t extremely noticeable on the bags. Yet and still, an Hermès original cannot be mistaken for anything else. For that reason, they are highly desirable. It’s a timeless peice that will never go out of style. To own one is a modest symbol of success and wealth.
In 2011, Hermès made history selling a Birkin bag at an auction for $203,150. This set a world record for the most expensive bag to be sold in the world.
The Scarf
Realize that handbags aren’t the only specialty offered by the Hermès brand. The scarf was introduced to the company soon after and it has been a go to item ever since. It is known to be made of the finest material and the loudest prints. Standing out and making a statement are common phrases associated with the Hermes scarf.
In 1937, the very first Hermès scarf was introduced to the world. A drawing by Robert Dumas of a woodblock is all it took to evoke the scarf making senses of the company. The process of creating a silk scarf is a world all its own. Everything is done by hand. Specialists spend over twenty four hundred hours completing the silk engraving process. That’s why today, an Hermès scarf has a starting cost of about four hundred dollars. Of course, you have to take the size into consideration. The Hermès brand does offer special edition scarves that can cost more than triple that amount. If seen sporting an Hermès scarf, one can be associated with high society, elegance, and pure luxury.
Silk Ties Silk ties entered the Hermès family in 1949. And then there was the printed silk tie. It all started with a doodle of Henri d’Origny. Robert Dumas caught one glimpse of the sketch and thought it would work tremendously as a tie print. Just one doodle inspired a whole tie collection and in 1965 it was showcased to the world. The collection was a success and since then, Henri d’Origny has designed more that fifteen hundred ties. Today, Hermès tie prints are very intricate and detailed. There is an estimated two thousand hours of work that is required for printing these patterns seen on the ties. With all the time spent, the finished product is immaculate. With prints like these, it’s no wonder the starting price for an Hermès tie is about one hundred and fifty dollars. The ties are ten percent of the brand’s sales and more the one million ties are sold per year.
“We don’t have a policy of image,
THE
BRAND
IMAGE
Most brands with one hundred and seventy seven years of experience go through plenty of changes. Especially being in an industry, such as fashion, that is constantly reinventing itself. Well, that’s not the case for Hermès. Since the founding of the company, Hermès has been quite consistent with its image. One reason would be because, it works! Take a look.
we have a policy of product.” – former Hermès CEO Jean-Louis Dumas
The leading principal at Hermès today remains a fierce commitment to the quality and refinement of each of its products. They promote product integrity, craftsmanship, and timeless French style. With fourteen métiers, some of their key products include the Birkin bag, Kelly bag, Cape Code, Arceau, and Brides de Gala. The brand identifies itself with its unique logo and iconic packaging. The logo is a duc carriage attached to a horse, the packaging is orange boxes and bags with brown ribbon. Some key features within their products are wooden interiors, H shaped hardware, and illustrations for scarves and prints. They key materials used by the brand are the finest, rare leather, silk, and gold. The brand is all about luxury and beauty, they handle business with discretion, and they don’t endorse celebrities. Culture of the brand is to constantly achieve excellence, master craftsmanship, and provide the feel of tradition. “Making things the way grandfathers of our grandfathers did.” Jean-Louis Dumas.
Aesthetics
Company Logo
Orange Boxes and Bags The arrival of the iconic orange box came in the early 1920’s. But before that, the boxes weren’t orange, they were cream. Next came the mustard boxes with brown on the edges. Although, World War II had something else in mind for the Hermes brand. Due to the war and the Occupation, there was a tremendous shortage of supplies. An order for a picnic trunk was placed, but upon completion there was nothing to put it in. All there was to choose from were these plain orange boxes. This color worked and so it was continued even after the war.
CEO and U.S. President Robert Chavez commented, “We are consistent. We don’t do drastic styles or make sudden changes. There are no markdowns. These are lasting effects.” This is very true seeing how the original Hermès logo, palette, and typography remain untouched after so many years. It is their secret to the brand’s success.
Around 1949, the brown ribbon was introduced to the packaging of Hermès products. It was the lasted touch of elegance needed. Fastforward to today, all Hermes products are packaged in orange boxes and bags. Due to the endless amounts of luxury goods that Hermès offers, there are over one hundred and eighty sizes of the Hermes orange box.
Ad Campaigns Every year, the Hermès brand decides on a theme. In 2013, the theme was sporting life and most recently, the theme is metamorphosis. After the theme has been decided, quite naturally, everyone gets to work. Every division applies this theme to their agenda, allowing everyone to keep focus and aim for the same goal. This also allows for cohesion throughout the company. Once the theme has been applied, its time for Hermès to showcase it to the world. With any other fashion company this would be a task for the Marketing Department. Not Hermès. They don’t have a marketing department because they don’t need one. Afterall, the core business of Hermès is marketing. The brand is known for its poetic and story-telling print ad campaigns.
Teams travel the world and inlist help with the top leaders in the industry. The finished product always lives up to the Hermès brand quality. Jean-Louis Dumas says, “The idea is always the same at Hermès, to make tradition live by shaking it up.” Keeping this in mind, Hermès looks to revolutionize their marketing and advertising campaigns every year. They just keep getting better and better. One of the most recent innovative forms of advertising for this luxury brand are the playful videos showcasing their latest products. This tactic is one that helps to humanize the brand image. These videos are bright, enticing, and full of life. It’s a new step in fashion marketing outside of gorgeous, glossy fashion photos. Let us all not forget that Hermès is one of the first to do it.
To Be Continued
NEXT
COMING
UP
There’s so much “to be continued” in the iconic world of Hermès. The brand has reached heights some could only imagine. It has gone down in history as one of the most refined, timeless, sophisticated, and profitable luxury brands on the market. The future of the company is bright and pushing forward. Some same that Hermès could one day hold the number one spot for top luxury fashion brand in the world. Although, that is far from the main focus of the company. For next year, store and product expansions are to be expected. The core values of the company will remain what they have always been. Art will continue to inspire the brand, while modern technology will push its limits. The story for Hermès will continue to grow, so just wait for the next chapter… to be continued.
Articles:
Books:
Photo Credits:
Hermes: The 175-Year Old French Fashion Empire, www.therichest.com
Le Divorce, Diane Jackson
WWD
The Hermes Scarf: History & Mystique, Nadine Coleno
WGSN/Stylesight
Less Is More as Vuitton Stays Top Luxury Brand in Ranking, www.bloomberg.com
SOURCES
What the 2014 BrandZ™ Top 100 Means for Luxury, www.luxurysociety.com Hermès Welcomes New Designer, www.vogue. co.uk 4 Steps To Building An Enduring Brand: Lessons From Hermes, www.forbes.com Every Scarf Has a Story At Hermès, Artists From All Over Design the Silks, www.online.wsj.com Annual Report, www.finance.hermes.com From Hermès to Eternity, www.vanityfair.com Cut and Sorcerer, www.gq-magazine.co.uk Why Hermès Products Are Worth The Wait, www.vogue.co.uk Inside Hermès: Luxury’s Secret Empire, www. forbes.com Go Inside The Factory Where $10,000 Hermès Purses Are Crafted By Hand, www. businessinsider.com
Deluxe: How Luxury Lost Its Luster, Dana Thomas
Hermes Google
Business
Plan Andre 3000 vs. Target Presented by: Courtnee Davis Delisha Smith
Copyright © 2010 by Courtnee Davis and Delisha Smith
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Table of
Line Proposal Concept Target Market Inspiration Line Plan Executive Summary Products & Services Market Analysis Customer and Trend Report Management Strategy & Implementation Financial Plan Advertising Promotion & Public Relations
Contents
CONCEPT
CUSTOMER
INSPIRATION
LINE PLAN
ANDRE 3000|TARGET
Executive Summary +Target names Brian Cornell chairman and CEO
Products & Services The focal point of this collection is redefining who the gentleman of today is. Individuality serves as one major inspiration. There is a very urban, inclusive vibe that the clashing of colors and prints provides. It symbolizes the act of becoming one. Every one single thing is linked to another, interlacing them together, forming a web-like foundation that this new generation has at their fingertips.
+New York is getting its first CityTarget, in downtown Brooklyn’s bustling Albee Square in 2016 +Target named mobile retailer of the year, 2013 + 5% of Target’s sales goes back to the community
André “3000” Benjamin embodies “The New Gentleman”. He has an exponential following and we would consider him to be a quadruple threat. André is a rapper, style icon, artist and fashion designer and manages to be exceptional at it all. Our target market considers Mr. Benjamin to be a role model and reflect parts of their lives from the path that he sets. There is a demand for his style and voice in clothing to be captured in a menswear line for our stores.
“He is the new gentleman; Sharp, Distinguished, and Charismatic.” Our mission is to make Target your preferred shopping destination in all channels by delivering outstanding value, continuous innovation and exceptional guest experiences by consistently fulfilling our Expect More. Pay Less.® brand promise. With this in mind, we need to approach the issues holding us back from being the number one discount retailer. We need to: -gain customer’s trust -appeal to the young male demographic -drive sales -stick to the Expect More. Pay Less brand promise. Our focus needs to be catered towards the young men of this generation. We have yet to successfully collaborate with a designer or personality to provide the young men what they are lacking in menswear for those who like shop trends at a discounted rate.
Manufactured in the USA The competition is nearly non-existent seeing how no one is doing menswear collaborations. This is ideal for us because it allows us to have that competitive advantage. We were able to compare the collection with companies that have done collaborations, like H&M, and that have strong menswear lines, such as Zara. The next comparison only makes sense because it is within the company, Missoni for Target. By analyzing the competition, we were able to determine the magnitude of this collection and the impact it will have on the fashion industry. It will also help to increase the sales of the Missoni menswear line for Target. Meanwhile, we have observed the fact that this collection may not be as impactful because it is solely based in menswear, which seems to be a niche the fashion industry is afraid to fully commit to.
ANDRE 3000|TARGET
Market Analysis Pioneering a menswear collaboration Men are shopping more than women these days Menswear is on the rise
With this collaboration, we are taking a risk; could not be as successful as a women’s wear line There are no examples to model after with a menswear collaboration S T R E N G T H S W E A K N E S S E S O P P O R T U N I T I E S T H R E A T S Andre 3000 will increase brand awareness set the bar high for menswear collaborations gain new customers appeal to youger audience
Line may not sell as quickly as anticipated Price point may be too high There could be another menswear collaboration deputing at the same time
Branching out into this niche market of menswear collaborations will drive sales and increase revenue, giving us an upper hand in the apparel department in relation to the apparel sales of Walmart, who is our largest competitor. We also want to pay attention to those companies engaging in collaborations and those who have a tremendous menswear following.
15 B 38.4 B 5.2 B 10.8 B
144.7 B
H&M
Target
KMart & Sears Group Zara
Walmart
Customer & Trend Report This gentleman has a vibrant personality and a good heart. He is living proof that chivalry still exists. It is just packaged differently. He is an explorer, an enthusiast, and a romantic; has an appreciation for the arts, music, and culture. Embraces diversity and seeks education; this guy has a strong stance on human rights and world views.
Gender: Male Age: 18-35 Demographic: Urban Likes: Sports, Hip-hop, Indie pop, Electro funk, Jimmi Hendrix, Recyling, Romance, Music Festivals, Embracing cultural differences Dislikes: The world of politics, Poverty, Injustice, Discrimination/Racism, Breakfast food, Going to the Zoo Hobbies: Laser tag, Traveling, Spending time with family Personality: Comical, Outgoing, Risk-Taker, Confident, Spontaneous
ANDRE 3000|TARGET
Management
Strategy & Implementation P
H
I
L
O
S
O
P
H
Y
Our purpose is to introduce a menswear line that doubles as a lifestyle for the young men of this generation.
37
Distribution Centers
Business Intelligence and Analytics
Brand Management, Buying and Planning
Store Management
361K Team Members
Store Operations
Store Hourly
At every level of the company—from our stores to distribution centers to corporate locations—Target team members have a common goal: to provide our guests with the best shopping experience possible. In these videos, team members share what it’s like to work at Target, offering an insider’s perspective on our collaborative, fun and engaging culture.
P R O D U C T We drew inspiration from Andre 3000, Jimmi Hendrix, and inclusiveness of an Afro Punk Music Festival. Elements of the classic gentleman is represented throughout the collection. Fabrication include wool, cotton, denim, and synthetic blends to match the season of this line. With high quality fabric and techniques in mind, the collection is planned to be manufactured right here the US. The price point was determined by analyzing prices of the competition and how they price their pieces. We are also aware of the Target customer and how much they are willing to spend on a collaboration piece.
S
M A R K E T I N G With the marketing for the exclusive flash collection, that is the first of its kind, we will go all out. All revenues of marketing will be used strategically. Planned marketing events include a concert, magazine article features, photo-shoot print ads, commercial sneak peeks, the making of the commercial, exclusive interviews with Andre 3000 about the collection, premiere of the commercial, and much more. We want to show our clients their potential with a story. It will be about who they are, what they stand for, and how they look as well. The story will relatable and compelling, making them feel like this is who they were all along. All communication will be technology driven.
A
L
E
S
We plan to only feature they collection in select stores, which will drive up the demand. In addition, the price point won’t be released to anyone until the day it is in stores. Since this collection is about the lifestyle of a gentleman, a percentage of the sales will go to a select charity honoring young men. Customers will enter to win a chance to present the money with Andre 3000 and spend a day with them honoring these successful young men making a difference in the world. The store displays will be interactive. We are thinking to have all black displays, and in store mannequins for the first time. While Andre 3000 is collaborating with Target, the shopping bags will change, the hangers for the flash collection will be different from all the others, and the website will change in appearance, not layout.
ANDRE 3000|TARGET
Financial Plan
Apparel Percentage Analysis
2013 - 2014
Competitive Price Analysis
2015 - 2016
11%
6% 29%
Overalls
27%
65%
When we take a look at the price point analysis and comparison chart, you will see that we fall in the middle. The competition is nearly non-existant seeing how no one is doing menswear collaborations. Although, we were able to determine the cost of peices with companies that have done collaborations, like H&M, and that have strong menswear lines, such as Zara. The next comparison only makes sense because it is within the company, Missoni for Target. By analyzing these prices, we were able to determine the wholesale and retail price for the André 3000 Target Collaboration Collection.
Suit Pants
62%
Slim Pants
Trench
Jacket
Women’s wear
Men’s wear
Children’s wear
S. Blazer
Blazer
Sweater
Menswear Profit Comparison
SHOWS
7.5% INCREASE FROM 13-14 TO 15-16
Total Sales
5.8 B
Apparel
1.1 B
Menswear
66 M
6.2 B 1.2 B
Keeping in the mind the brand promise, we aim to have a price that is readily accessible to our customer. With previous collaborations, the pricepoint has been consistent, ranging from $20 to nearly $200.
Long T
T-Shirt
Hoodie
132 M 46.2 M
Amount Per Store
Vest
110 K
Button T
220 K
0
50
100
150
200
250
77 K Amount Per Month
9 K 25 K
The New Gentleman
12 K
2013 - 2014
The New Gentelman
2015 - 2016
H&M
Zara
Missoni for Target
ANDRE 3000|TARGET
Financial Plan Gross Profit Analysis
T-Shirt Stylized T-Shirt Hoodie Vest Sweater Button Down Slim Pants Overalls Jacket Suit Pants Suit Blazer Stylized Blazer Trench Coat Total COG
Price $4.75 $6.75 $8.75 $8.75 $11.25 $11.25 $11.25 $19.75 $19.75 $22.25 $24.75 $29.75 $44.75
Quantity 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33 20+13(online)=33
Total of Goods $156.75 $222.75 $288.75 $288.75 $371.25 $371.25 $371.25 $651.75 $651.75 $734.25 $816.75 $981.75 $1476.75 $7,383.75
00
51 M
-4
0 0, 0 ,6 .4M - 5M = $41
41.6M
MARKETING
=
COG
0
NET SALES
DISCOUNTS
51.7M
9, 90
6
Product Mix
-7
Retail $19.00 $27.00 $35.00 $35.00 $45.00 $45.00 $45.00 $79.00 $79.00 $89.00 $99.00 $119.00 $179.00
M
Mark-Up 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50% 50%
.7 51
T-Shirt Stylized T-Shirt Hoodie Vest Sweater Button Down Slim Pants Overalls Jacket Suit Pants Suit Blazer Stylized Blazer Trench Coat
Wholesale $9.50 $13.50 $17.50 $17.50 $22.50 $22.50 $22.50 $39.50 $39.50 $44.50 $49.50 $59.50 $89.50
GROSS SALES
Wholesale to Retail
GROSS PROFIT
ANDRE 3000|TARGET
Advertising
Promotion & Public Relations
launch party
750K
billboard ads
167K
photoshoots
250K
radio ads
84K
commercial
2.5M
appearances
45K
concert
1.0M
l a 5 MILLION t To
ANDRE 3000|TARGET
Financial Plan Summary Our Projected sales for this line in 51.7 Million dollars. After P&L, COG, and Marketing, we will see 41.6 Million in profit. The collection will last for six months and during this time, this collection will help to increase the sales of the other menswear that is featured in Target. Due to this, we will see a 7.5% increase in sales of menswear within Target as a whole. It will also create a dynamic conversation within the fashion industry about the significance of menswear. Distribution Summary/Analysis: This collection will debut in only 600 select stores in the United States and online while supplies last. We are distributing 429 pieces to each store featuring the collection. All advertisement for “The New Gentleman� will have a centralized theme; being a true gentleman. It is all about promoting a lifestyle worth living as a young man growing up in today’s society. The commercial will be impactful and disruptive. All print ads must convey the same message. Interviews about the collection will leave much to be desired. We want to keep a lot of things discreet, to leave everyone wanting more.
Marketing Plan Summary In store fixtures and displays will be interactive and individualized. Mannequins will be utilized for the first time ever in Target which will captivate the shoppers. During the length of the collaboration, the will be a Gentleman take-over. All shopping bags in store will change to help promote the line. Different hangers will be used for the collection than those used in other areas of the store. Also, the display tables will be all black and very different from any store display Target has ever used before. We are thinking to join forces with a visual merchandising specialist that will take the layout to another level. There will be a 10% discount given during black Friday and another one given the week before Christmas to encourage sales and bring in more customers. As far as events go, there will be a concert to announce the collaboration with Andre and Target. Then, a launch party to showcase the line and allow editors to shop the line exclusively. Finally, during the week of the launch, Andre 3000 will make appearances at select locations to promote the line and meet the supporters/fans of the collection.
MARKETING PLAN MARKETING PLAN MARKETING PLAN MARKETING PLAN 2015 - 2016
PRESENTED BY DELISHA SMITH COURTNEE DAVIS
CONTENTS
CONCEPT BOARD. LINE PLAN REVIEW. MARKETING STRATEGY. CONSUMER PROFILE. COMPETETIVE ANALYSIS. RETAIL PRICE POSISTIONING. PROMOTIONAL CALENDAR. ADVERTISING/ SOCIAL MEDIA PLANS. PUBLIC RELATIONS/EVENTS. REVISED LAUNCH PROMOTIONAL P&L. DISTRIBUTION.
CONCEPT
The concept for this collection is the idea of the new gentleman. He doesn’t have to be so literal and straightforward in his approach. This gentleman has a vibrant personality and a good heart. He is living proof that chivalry still exists. It is just packaged differently.
LINE PLAN
W
e drew inspiration from Andre 3000, Jimmi Hendrix, and inclusiveness of an Afro Punk Music Festival. Elements of the classic gentleman is represented throughout the collection. Fabrication include wool, cotton, denim, and synthetic blends to match the season of this line.
“With high quality fabric and techniques in mind, the collection is planned to be manufactured right here the US.�
T
he collection features 13 peices. These peices include a button down collard shirt, a vest, a stylized sweater, a hoodie, a long stylized T-shirt, a T-shirt, a jacket. a blazer, a long stylized blazer, a peacoat, dungarees, suit pants and straight leg pants.
Color
Each silhouette of this collection is simple, yet appealing to the male audience. Andre 3000 is known for his particular style and color choices. Due to this, the focus on color is vital. The Pantone color assortment for fall/winter 2015-2016 featured plenty of power colors that helped to define this New Gentleman Collection. After evaluating the Pantone color story for F/W 15-16, there was an attraction to warm colors as well as the power colors. Black and White will be offered for sure because that is what our client will look for, as far as basics. From there, we went with a blush camel, bright yellow, expresso, distinguished grey, deep sea blue, true turquois, hunter green, deep navy, burnt out red (burgundy), and cool blue. The color assortment is sure to turn heads and provide a new outlook on color for menswear.
Fabrication for this collection is inspired by the modern buisiness man, always on the go and needing his apparel to be versatle for his many adventures throughout the day. We also wanted to keep in mind the season and what that called for as far as wardrobe selection. The fabric selections are as follows, cotton, cotton and rayon blend, cotton and spandex blend, wool, wool suiting, denim, denim and spandex blend, silk, and polyester blends.
Fabrication
THE STRATEGY
OBJECTIVE Increase overall sales of Target, focusing especially on Men’s apparel. Generate brand awarness for Andre 3000’s brand. Promote a positive lifestyle for young men today and shine light on menswear fashion.
STRATEGY Collaborate with a well known personality and designer such as Andre 3000 on a menswear capsule collection for F/W 15-16.
TACTICS Implement use of social media outlets, billboards, radio, print ads, a concert, launch party/fashion show, a blog, commerical, instore appearances, captivating in-store displays, and finally a charity that will receive 5% of the profit to benefit their organization.
VISION To introduce a menswear line that doubles as a lifestyle for the young men of this generation.
MARKET Men who are taking more of an interest in fashion still shop on a need basis. 37% of men love or enjoy shopping 30% of men say, “If I need something, I go in, get it and leave,” Men are 26% more likely than women to shop for most of their apparel at chain and department stores
OUR GENTLEMEN
With him in mind... The primary objective for our gentlemen is to provide an easy and relatable shoppiing experience. Since most men don’t spend as much time shopping as women do, the New Gentleman shops in target will be styled so that everything is within reach. Size displays will be large and noticable and furnishings will be showcased wtih complementary pieces. Mannequins in the store is a first and they will provide insight on how the pieces in the collection can be styled so that it is easy for our gentlemen to create a complete look.
Meet Adrian
This gentleman has a vibrant personality and a good heart. He is living proof that chivalry still exists. It is just packaged differently. He is an explorer, an enthusiast, and a romantic; has an appreciation for the arts, music, and culture. Embraces diversity and seeks education; this guy has a strong stance on human rights and world views. 18-35 Urban Interests: Sports, Hip-hop, Indie pop, Electro funk, Jimmi Hendrix, Recyling, Romance, Music Festivals, Embracing cultural differences Dislikes: The world of politics, Poverty, Injustice, Discrimination, Racism, Breakfast food, Going to the Zoo Hobbies: Laser tag, Traveling, Spending time with family Personality: Comical, Outgoing, Risk-Taker, Confident, Spontaneous
COMPETITIVE ANALYSIS
Price Positioning Analysis
CompetetiveAnalysis Walmart
Suit Pants
Overalls
Trench
Jacket
Target
S. Blazer
Blazer
Vest
Long T
T-Shirt
Hoodie
Button T
0
The New Gentleman
50
100
H&M
150
200
Zara
250
Missoni for Target
Zara
H&M
15 B 38.4 B 5.2 B 10.8 B
Sweater
KMart & Sears Group
144.7 B
Slim Pants
When we take a look at the price point analysis and comparison chart, you will see that we fall in the middle. The competition is nearly nonexistant seeing how no one is doing menswear collaborations. Although, we were able to determine the cost of peices with companies that have done collaborations, like H&M, and that have strong menswear lines, such as Zara. The next comparison only makes sense because it is within the company, Missoni for Target. By analyzing these prices, we were able to determine the wholesale and retail price for the AndrĂŠ 3000 Target Collaboration Collection. Keeping in the mind the brand promise, we aim to have a price that is readily accessible to our customer. With previous collaborations, the pricepoint has been consistent, ranging from $20 to nearly $200.
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ADVERTISING/ SOCIAL MEDIA PLANS
Ad Campaign
All advertisement for “The New Gentleman” will have a centralized theme; being a true gentleman. It is all about promoting a lifestyle worth living as a young man growing up in today’s society. The commercial will be impactful and disruptive. All print ads must convey the same message. Interviews about the collection will leave much to be desired. We want to keep a lot of things discreet, to leave everyone wanting more.
Logos
new
/n(y)oo/ 1. not existing before; made, introduced, or discovered recently or now for the first time.
gent·le·man
/‘jen(t)lman/ 1. a chivalrous, courteous, or honorable man. 2. a man of good social position, especially one of wealth and leisure. 3. a man with a vibrant personality and a good heart. He is living proof that chivalry still exists. He is an explorer, an enthusiast, and a romantic; has an appreciation for the arts, music, and culture. Embraces diversity and seeks education; this guy has a strong stance on human rights and world views.
ARE YOU THE NEW GENTLEMAN? Here is a mock up of the hangtag and shopping bag that will be featured in the select 600 Target stores for The New Gentleman collection. It is large, 6” x2” tag that will be placed on the right side of each garment for easy access and readability. We know that men are simple shoppers and we aim to cater to that preference.
We plan to only feature they collection in select stores, which will drive up the demand. In addition, the price point won’t be released to anyone until the day it is in stores. Since this collection is about the lifestyle of a gentleman, a percentage of the sales will go to a select charity honoring young men. Five percent of the sales will go to Boys To Men Mentoring Organization to honor the work they have done with underprivileged young men. Customers will enter to win a chance to present the money with Andre 3000 and spend a day with them honoring these successful young men making a difference in the world. The store displays will be interactive. We are thinking to have all black displays, and in store mannequins for the first time. Styling looks on the mannequins will assist our customers when selecting a look and provide a different aspect other than hanger appeal. In addition to that, there will be 3 shops within The New Gentlemen shop of the store. T he shops are casual, distinguished (professional), and afro-punk. The store layout will change mimicking the department stores. Menswear will be in the front of the store, close to the registers due to the information that we know about our male customer. While Andre 3000 is collaborating with Target, the shopping bags will change featuring the 3K symbol in place of the target logo. Hangers for the flash collection will be different from all the others. Currently, Target’s hangers are white with color coded size specifications on the top of them. We want to keep the size color coding on the hangers, and change the hanger color from white to black to provide a manly approach to our visuals in the store.
Social Media Outlets Sticking to the vision, instagram will become the platform in which we will communicate with out gentlemen on a more personal level. Andre 3000 will post pictures of behind the scenes work on the collection and his celebrity friends rocking the looks. We will also use instagram to promote the blog on wix. It will showcase the gentleman of the day and how to enter to win 1K with Andre 3K. The instagram page will be entitled TheNewGent and will launch in May 2015. The wix blog is another way for us to find out what the customer wants and interact with our guy on a personal level. The purpose of the wix blog is to showcase out behind the scenes interviews, field research, style tips, gentlemen of the day, music that inspired the collection, and the intstagram contest. Most of all, we will highlight the organization that will receive 5% of the sales to help encourage helping and uplifting young men of today. This is all done because we are marketing this collection as a lifestyle, so encouraging gentleman like behavior is at the top of the priority list for this blog. The name of the blog is Are You The New Gentleman and it will launch May of 2015. Our market is the millenial male, so everything for him is digital and visual. What better way to appeal to him than with pinterest. The main focus for pinterest is to provide a way for our customers to bridge all of our social media. If he likes a picture on instagram he can pin it on pinterest and share it on wix. That way we are in constant communcation with our clients likes and can easily showcase excellent examples of the modern day gentleman. It will also allow them to pin their own pictures that apply to the gentleman lifestyle. Pinterest also features plenty of DIY’s and gift ideas which will help promote the lifestyle of a self sufficient and successful gentleman of today. The pinterest page will be called TheNewGentleman and will launch May of 2015.
The New Gentleman Commercial The commerical for this capsule collaboration will be very personable and relatable. The theme for the commerical is the day in the life of a gentleman. It will follow mulitple gentle from sunrise to sunset showcasing the many roles, responsibilities, accomplishments, encounters throughout the day. Whether it be meeting up with Mom for lunch, conducting a successful buisiness meeting, hanging with the boys, or teaching a young man how to ride a bike. The commerical will end with the launch date of the collection and a statement about select stores. The launch date for the commerical is June 2015.
PUBLIC RELATIONS/ EVENTS
Coachella is the elite place to be for a concert and what better way to announce the collaboration for Target and Andre 3000. The concert will be in April of 2015. It is a three day event and we will use all three days to promote the collaboration. The launch party is an exclusive event that will showcase the line in a dynamic and mindblowing fashion show. At the end of the show the brand will allow editors to shop the line exclusively. They won’t be able to purchase anything, but they will have the opportunity to review the collection, touch it, and even try it on if they like. The launch party will take place in June of 2015. Finally, during the week of the launch, Andre 3000 will make appearances at select locations to promote the line and meet the supporters/fans of the collection. All appearances will happen during the first two weeks of the premier of the collection starting with GA because that is where Andre is from and ending in NY, of course.
LAUNCH PROMO P&L
Total Sales
5.8 B
Apparel
1.1 B
Menswear
66 M
6.2 B 1.2 B
96 M 38.4 M
The New Gentelman
0 9, 10
.6M
8, 2 =$
29
37
- 4. K 4M 5M - 1
COG
=
NET SALES
DISCOUNTS
0
28.2M
MARKETING
9, 90
6
38.4M
-7
goes to Boys To Men Charity
M
5%
2015 - 2016
.4 38
GROSS SALES
2013 - 2014
GROSS PROFIT
DISTRIBUTION
The New Gentleman Collection for Target will be distributed to 600 select stores in the United States. The selection of the doors for the collection is based on geographic location and high traffic shopping zones in the United States. We focused a lot on areas where you will find our client, Adrian, and urban areas as well. Another factor was the climate. Since this is a fall/winter collection, we focused on states and cities that are known to have a colder climate during the fall and winter months of the year. With exclusivity in mind, we cut out more locations to drive up the desire of the collection. All in all, it can be found on all coasts and the mid-west. Not to mention, it will be sold online for those who aren’t near a Target featuring the collection, and those customers who just don’t like to shop in-store.
W H O
A M
I ,
A S
A
D E S I G N E R ?
I .
A M .
T R A N S F O R M I N G .