I N T i M AT E S BY
MArC JACOBS Carol D’souza
Angelica Santiago
I N T i M AT E l y
UNCONVEN TIONAL
contents Outline of company Target market Target customer Preview of collection Mood Color story Fabric Story Scope & size Unique characteristics Competitors Tech Packages Time and Action Line list for the collection Unit Assortment Plan Target Manufacturer Branding and Advertising
OUTLINE 1986 - First collection backed by Onward Kashiyama 1993 - Marc Jacobs International Company launched 1994 - First full men’s collection 1997 - First Marc Jacobs free-standing store opens in NY City’s SoHo district 2001 - Diffusion line Marc by Marc Jacobs launched 2004 - First multi-brand store opened on Boston’s Newberry Street 2005 - 3 new multi-brand stores open LA & Florida 2006 - First free standing European store opens in Paris at The Palais Royal
'07
Continued with his peculiar ad campaigns London store opened Little Marc Jacobs launched First Marc by Marc Jacobs eyewear collection launched Daisy fragnance launched Opening of a Men’s & Women’s collection store Mount Street, London Multi-brand stores opened in Savannah, Georgia, Tokyo and another collection store in Moscow
'08
Marc by Marc Jacobs boutique opened in Chicago’s Bucktown Limited edition fragrances launched: 3 new Splash scents Marc by Marc Jacobs boutiques opened in Paris, Istanbul, and Athens.
TA R G E T M A R K E T 18 - 35 year old Wealthy people with a disposable income People who want quality S e l f -a w a r e style conscious O p e n -m i n d e d Eclectic taste Sophisticated
customer profile 25 years old Experiencer Confident & bold Lives in NY Visits Miami Understands fashion & art Underground sense Trendsetter & style conscious Carries the brand
TA R G E T C U S T O M E R DEMOGRAPHIC
18 - 35 age range Wealthy people with a disposable income Above average womens audience Below average mens audience College graduates E-Commerce - Japan 44.4%, US 26.6%, France 4.1%
PSYCHOGRAPHIC Look at styles, not interested in following trends Social media presence Values fashion & art scene Most popular type of Apparel and Fashion Clothing Most potential for most Reach Highest popularity within demographic Most popular interests - Apparel and Fashion (189.03 popularity)
I N T I M A T E LY UNCONVENTIoNAL
MOOD
COLOUR STORY
FA B R I C S T O RY
TRENDING
SCope AND size “Technavio’s market research analyst predicts the global online lingerie market to grow at a CAGR of over 17% between 2016 and 2020. The increasing use of online channel as a key platform for shopping is one of the primary reason for the growth of this market. Online retailing provide a wide range of discounts, coupons, and offers, either from retailers or manufacturers directly. Hence, it attracts a wide number of consumers. Major players like L Brands provide special offers and discounts on the much sought after brand such as Victoria's Secret.”
unique characteristics Using unknown models or celebrities and placing them in strange and uncommon situations is recurring theme is Marc Jacobs advertisement campaigns. The brand is unique in its timeless luxury, unconventional twist and unpredictable n a t u r e . 'The front row of a Marc Jacobs show provides a snapshot of where, at any particular time, as a culture, we find ourselves.' Charlie Porter, deputy editor of Fantastic Man magazine.
competitors Each competitor has a brand image or brand identity with a unique edge. Whether its through their market positioning, brand beliefs and values, or their innovative marketing and promotional activities, they all have a different way of making their brand stand out. The price range between all competitors are quite similar, all positioned in the luxury category.
BABYDOLL TOP
BABYDOLL THONG
BRALETTE
SLIPDRESS
CORSET
P L AY S U I T
boyshorts
sheer top
robe
cutout bra
TIME AND ACTION
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#:315674
Description:
Season: A/W 17/18
Navy Cotton Twill/Lace Baby Doll Top Size range: XS-L Material self
2.5
Price
Amount
Trimming
quantity
Front/back
Style#:011918
Description:
Season: A/W 17/18
Plaid Silk/Wool Blend Thong Size range: XS-L
Material self price
amount
1
$3.49
1150
labels, poly bags, hangtags, hangers, size tickets
1
$1.08
1150
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
Pantone 19-4005 TCX (Black)
Date:5/24/17
Selling price: $95.00
Yards
1
0.5 Interfacing 0
lining
Trimming
labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
Price
Amount
$19.99 1150 $3.50
quantity
price
$1.08
total cost $23.45
total cost $25.97
mark up 86.2% wholesale cost $27.56
mark up 69.4% wholesale cost $29.06
Allowance: 1/8" Colors:
Pantone 19-4023 TCX(Navy)
$17.48 1150
lining 0 Interfacing 0
Lace
Colors:
Pantone 19-4023 TCX(Navy) Selling price: $200.00
Yards
Allowance: 1/8"
310 BASIC APPAREL SAMPLE COST SHEET
1150
amount
1150
Pantone 19-4005 TCX (Black) Pantone 17-1048 TCX (Mustard)
Front/back
310 BASIC APPAREL SAMPLE COST SHEET
310 BASIC APPAREL .SAMPLE COST SHEET Date:5/24/17
Style#: 301337
Allowance: 1/8"
Description:
Season: A/W 17/18
Black Knit/English Shadow Bralette
Pantone 19-4005 TCX (Black)
Size range: XS-L
Material
0.5 0.5 lining 0 Interfacing 0
Trimming
Selling price: $135.00
Yards
self Self 2
Colors:
Price
$6.25 $8.75
quantity
price
Amount
1150 1150
amount
Pantone 14-1307 TCX (Taupe)
Front/back
Date:5/24/17
Style#: 514533
Description:
Season: A/W 17/18
Polyester Lace Corset
Size range: XS-L
Material
labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
$1.08
Selling price: $420.00
Yards
Price
Amount
$6.98
1000
Lining/bon 2 ing
$1.00
1000
Interfacing 0 Trimming
quantity
price
amount
1150 labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35
Total:
Colors:
Pantone 19-4005 TCX (Black)
2
self
Allowance: 1/8"
$1.08
$ 1.40
total cost $17.48
total cost $10.46
mark up 84.7% wholesale cost $20.61
mark up 96.8% wholesale cost $13.28
1000
Front/back
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#: 316806
Description:
Season: A/W 17/18
Polyester Lace/ Geometric Silk Woven Playsuit Size range: XS-L
Allowance: 1/8" Colors:
Pantone 19-4005 TCX (Black) Selling price: $300.00
Pantone 19-1934 TCX (Maroon) Pantone 14-1307 TCX (Taupe)
Material self
Yards
2
Price
Amount
$35.00 850
Trimming
quantity
price
1
$3.49
labels, poly bags, hangtags, hangers, size tickets
1
$1.08
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
Date:5/24/17
Style#: 316807
Description:
Season: A/W 17/18
Maroon Geometric Silk Print Boyshorts Size range: XS-L
amount
mark up 84.8% wholesale cost $45.69
Colors:
Pantone 19-4005 TCX (Black) Selling price: $150.00
Pantone 13-0905 TCX (Beige) Front/back Material
Yards
1
Price
Amount
$17.50 850
Lining/bon 0 ing Interfacing 0 Trimming
quantity
price
amount
850 labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total: total cost $40.97
Allowance: 1/8"
Pantone 19-1934 TCX (Maroon) Pantone 13-0905 TCX (Beige)
self
Lining/bon 0 ing Interfacing 0
Lace
310 BASIC APPAREL SAMPLE COST SHEET
$1.08
total cost $19.98 mark up 85.1% wholesale cost $22.42
850
Front/back
310 BASIC APPAREL SAMPLE COST SHEET
310 BASIC APPAREL SAMPLE COST SHEET Date:5/24/17
Style#: 315670
Description:
Season: A/W 17/18
Floral Printed Silk Slip Dress Size range: XS-L
Allowance: 1/8" Colors:
Pantone 19-4005 TCX (Black) Selling price: $375.00
Pantone 19-1934 TCX (Maroon) Pantone 13-0905 TCX (Beige)
Material self
Yards
2.5
Price
Amount
$62.48 1000
Style#: 300317
Description:
Season: A/W 17/18
Polyester Lace Sheer Top Size range: XS-L
price
amount
Material
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
Selling price: $200.00
Yards
1.5
Price
$5.23
Amount
900
Interfacing 0 Trimming
labels, poly bags, hangtags, hangers, size tickets
$1.08
mark up 80.7% wholesale cost $72.28
quantity
price
amount
1000 labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total: total cost $64.96
Colors:
Pantone 19-4005 TCX (Black)
Lining/bon 0 ing
quantity
Allowance: 1/8"
Front/back
self
Lining/bon 0 ing Interfacing 0 Trimming
Date:5/24/17
total cost $7.71 mark up 95.1% wholesale cost $9.87
$1.08
900
Front/back
310 BASIC APPAREL .SAMPLE COST SHEET Date:5/24/17
Style#: 310378
Description:
Season: A/W 17/18
Polyester Lace/ Silk Wool Blend Robe
self
Selling price: $500.00
Yards
3.5
Price
Amount
$69.97 850
Lining/bon 0 ing
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
Front/back
Style#: 335415
Description:
Season: A/W 17/18
Polyester Lace Cut-out Bra Size range: XS-L
Material self
Yards
1
price
$1.08
total cost $72.45 mark up 83.1% wholesale cost $84.56
amount
850
Trimming
quantity
labels, poly bags, hangtags, hangers, size tickets
1
Labor cutting sewing grading marking
Per hour 0.30 0.35 0.40 0.35 $ 1.40
Total:
total cost $5.97 mark up 96.8% wholesale cost $7.70
Allowance: 1/8" Colors:
Pantone 19-4005 TCX (Black) Selling price: $240.00
Price
$3.49
Amount
1100
Interfacing 0
quantity
labels, poly bags, hangtags, hangers, size tickets
Pantone 19-1934 TCX (Maroon)
Date:5/24/17
Lining/bon 0 ing
Interfacing 0 Trimming
Colors:
Pantone 19-4005 TCX (Black)
Size range: XS-L
Material
Allowance: 1/8"
310 BASIC APPAREL SAMPLE COST SHEET
price
$1.08
amount
1100
Front/back
UNIT ASSORTMENT PLAN
TA R G E T M A N U FA C T U R E R Leading international manufacturer & supplier of lingerie, corsets, baby dolls, costumes, underwear, plus size lingerie and so on. The factory not only uses advanced sewing machines and professional processes to produce these items, but also employs experienced workers. They wholesale lingerie to over 4,500 retailers in more than 65 countries. OEM and ODM services are welcomed. Private labels and customers' designs are available.
Media focuses on one type of beauty. The stereotypical, conventional idea of beauty. Recently, there is more acceptance of different races, genders, body types, skin colours. To launch the Intimates by Marc Jacobs line, this campaign follows the Autumn/ Winter 2016 campaign, bringing in Missy Elliot again in order to showcase beauty. Intimately Unconventional asks you, What’s your UNCONVENTIONAL?
BRANDING
RECORD player cover
Outside
INside
hang taGs
PRODUCT LAUNCH
RECORD player cover
A week before release date, we will hold the prouct launch event with rapper & singer Missy Elliot as our entertainment. The first 100 people at the launch event will get free vinyl records of Missy Elliot, who has worked with Marc Jacobs before as a part of the Fall 2016 campaign. The venue will be Prince Street on BMT Broadway Line of the New York City Subway in Lower Manhattan. It is an unconventional location, but is also alking distance from the Marc Jacobs store.
ADVERTISING Our choice of marketing is through Instagram. A month ahead of the product launch party, we will tell followers to send polaroid photos of themselves with unconventional items or in unconventional settings. Without disclosing too much information about the actual launch yet, to keep the mysterious and edgyness that is Marc Jacobs.
ADVERTISING
PRINT AD
Intimately Unconventional for Intimates by Marc Jacobs - Location: Times Square - Medium: Billboard