Tory Burch Merchandising Project

Page 1

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Home Bedding Collection Fall 2014

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Prepared by: Erika Adams December 6, 2014

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Table of Contents ! 3

Executive Summary

30-33 Purchase Order

4

Mission and Vision Statement

34

5

Social Responsibility

35-37 Marketing Plan

6-8

Customer Profile

38

Sales Projection By Item

Marketing Team Execution

9-11 Customer Narrative

39-41 Press Kit

12

42

Inspiration/ Mood Board

Bibliography

13-14 Market Research 15

Group Overview

16-21 Line Sheet 22

Style Numbers: Assortment Classification Plan

23-25 Style Numbers: Assortment Master Page 26

Brand Identity | Selling Appeal | Distinct Characteristics

27

Retail Partner

28-29 Production Calendar

 

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Executive Summary !

Tory Burch is a global business that has launched many successful product extensions since its initial launch in 2004. This

home bedding collection is the perfect addition to the already successful Tory Burch home collection. The Tory Burch bedding collection is luxurious, colorful and eclectic and plays off of the current ready to wear season.  

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Mission and Vision Statement !

MISSION

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Tory Burch is an American lifestyle brand that is inspired by the personal style and sensibility of its CEO and designer, Tory

Burch. Known for its eclectic prints, details and colors, the collection includes ready-to-wear, shoes, handbags, accessories, home, and beauty. Art, music, travel and interiors are the inspiration for the Tory Burch brand.

! VISION

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Tory Burch strives to continue being a global business and to reach women all over the world. Through expanding its

boutiques and department store presence across continents, as well as continuing to be a dominant online presence though toryburch.com.

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Social Responsibility !

SOCIAL RESPONSIBILITY

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Social Responsibility is an essential part of Tory Burch. In 2009 the Tory Burch foundation was founded to support and

empower women entrepreneurs economically in the U.S. The foundation invests in the success and sustainability of womenowned businesses through loans, mentorships, and entrepreneurial education.  

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Customer Profile !

Segmentation Types/ Bases:

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Illustrative Categories:

Geographic Segmentation ! !

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Region !

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East Coast to West Coast !!

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City Size !

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100,000+!

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Population Density! Suburban, Urban!

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Climate !

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Warm, Temperate, Cold !

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Demographic Segmentation ! !

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Age! !

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30-40, 41+! !

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Gender !

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Female!

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Household Size !

2 or more !

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Income !

Household income of $200,000+!

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Occupation ! !

Professional, Executive, Manager!

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Education ! !

College, MBA!

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! Sociocultural Segmentation ! ! !

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Sub Culture !

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Religion !

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National Origin !

Italian, French, Spanish, Irish!

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Race ! !

Hispanic, African-American, Oriental !

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Social Class !!

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Culture !

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American, European !

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Any !

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Upper-Middle Class, Upper-Class!

Affective and Cognitive Segmentation ! !

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Degree of Knowledge Expert!

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Benefits Sought !

Prestige, Quality, Luxury !

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Attitude !

Achievers, Hard Workers, Strivers !

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Behavioral Segmentation ! ! !

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Brand Loyalty !

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Divided, Undivided Loyalty !

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Store Loyalty !

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Divided, Undivided Loyalty!

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Usage Rate ! !

Medium, Heavy !

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User Status ! !

Current User!

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Payment Method ! Credit Card, Cash!

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Media Usage

Magazines, TV, Newspapers !

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Usage Situation !

Home 

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Customer Narrative !

A day in the life of my ideal client beings with her waking up in her luxurious king sized bed alongside her husband in her

beautiful five bedroom home in Highland Park, Illinois. After shutting off her alarm at precisely 6:00am, she takes a moment to sink a little deeper in to her plush and luxurious comforter for some last minutes of comfort before starting her bed. After both her and husband have gotten up, brushed their teeth and showered, she returns to their large master suite to make her bed. She flattens out her Egyptian Cotton sheets, folds over her printed and bright comforter and arranges her variety of bright and beautiful throw pillows to add the finishing touch to her beautiful bed. After finishing her bed, she takes a step back to admire how her beautifully made bed is the center of attention in her large and neutral room. She steps in to her large walk in closet where she picks out a perfectly tailored navy skirt suit along with a white blouse and her favorite pair of Tory Burch flats.

After she had finished her hair and makeup, she makes her way to the kitchen where she joins her husband and her two

teenage daughters for breakfast. Checking the time on her Tory Burch gold watch she realizes she must leave the house soon

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before hitting traffic to get to work in Chicago, she pours the rest of her coffee in her coffee tumbler grabs her Tory Burch Robinson purse and heads out the door.

She gets in to her BMW SUV and prepares herself for her traffic filled commute to Chicago. Making it right on time at

9:00am, she walks in to her office at Aon where she is the VP of marketing. Its the beginning of the month which means she has a day filled with meetings with her marketing team to collaborate on the upcoming month. In addition, she has an important lunch scheduled with the President of Marketing at Rosebud, to fill him in on what happened during that day’s meetings. The second half of her work day is more relaxed as she stays in her office and works on returning some emails. At 4:55 pm she begins packing up her laptop, planner and paperwork she has to look over in to her spacious purse.

After returning to Highland Park she has a few errands to run before returning home. She stops at Whole Foods to buy

some groceries for the week and ingredients for dinner. After that, she quickly stops at Nordstrom where she has to pick some new Tory Burch sheets for her guest room since her husband’s parents are coming in to town to visit later that week. After a lovely dinner with her husband and two daughters, she gets ready to head to her weekly 8:15 candlelight yoga class at Core Power with her oldest daughter. It’s the perfect way to unwind after a long and stressful day.

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Upon returning home she gets ready for bed, and is excited to be able to relax in her luxurious bed alongside her husband

with a good book. By 11pm she is exhausted and ready to to fall asleep. She shuts off her lamp on her nigh stand, gives her husband a good night kiss and sinks in to her comfortable bed. She hugs the comforter underneath her chin and rubs her face against her soft pillow cases, immediately falling sleep.  

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Inspiration Images/ Mood Board !

THE TORY BURCH HOME BEDDING COLLECTION IS INSPIRED BY PERSONAL STYLE OF ITS DESIGNER, TORY BURCH. THE COLLECTION INCORPORATES ELEMENTS OF THE CURRENT READY TO WEAR COLLECTION AND FITS SEAMLESSLY WITH THE TORY BURCH HOME COLLECTION.

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Market Research !

My brand extension is a bedding collection for Tory Burch for the season of Fall 2014. The collection will include comforters,

sheets, and throw pillows that correlate with Tory’s Fall 2014 ready to wear collection. The focus of this collection is the fabrication and the bold patterns that will be used. In addition details like embellishments, ribbons, ropes and other materials will be used to make this bedding collection unique and luxurious.

I believe that this collection will be filling a hole in the market because while some designers have created a bedding

extension in their brand, they remain pretty classic and contemporary. Tory Burch’s bedding would directly correlate to her ready to wear collection, giving her niche customer an opportunity to bring their love for her loud artistic patterns and luxurious materials in their home.

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10 Different key fabric styles per collection ▪ Comforter ▪ Sheets ▪ Pillows ▪ Accent Pillows ▪ Throw Blankets

5 staple colors that are available year round for sheets and pillow cases

$95-650

Tory Burch has expanded in to the Home market but has not done any sort of products for the bedroom

Her iconic prints and fabrics would translate from her current apparel collection seamlessly in to her home collection

Luxurious fabrics and craftsmanship would make it attractive to my target customer to buy

Not many high end designers have branched in to creating bedding so exclusivity would a selling point

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Group Overview

EMBELLISHED THROW PILLOWS

EGYPTIAN COTTON

“STAY ROYAL” GROUP

Pillowcases

Pillowcases

Comforter

SILK DUVET SET

Sheets

Tufted Throw Pillow Pillowcases FRINGE THROW PILLOWS

Duvet Cover

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Line Sheet

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Style Numbers: Assortment Classification Plan  

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Style Numbers: Assortment- Master Page  

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Brand Identity | Selling Appeal | Distinct Characteristics  BRAND IDENTITY

Quality Luxury Sophisticated

SELLING APPEAL The Home Bedding collection by Tory Burch is the ultimate luxury bedding collation for the sophisticated Tory Burch customer. This is luxurious collection is sure to make a statement in your home with eclectic patterns, intricate details and the highest quality materials.

! DISTINCT CHARACTERISTICS This Home Bedding by Tory Burch is consistent to the rest to the rest of her brand in that it includes eclectic details, made with the best quality and craftsmanship.

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Patterns Color Unique

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Eclectic details Social responsibility Quality

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Retail Partner | Distribution Location

Bloomingdale’s reputation for quality, luxury and as well as unique and distinctive products made it the perfect choice to carry our Tory Burch Home Bedding Collection. With a reputable home department that focuses on luxury items, the Tory Burch collection was a perfect fit for Bloomingdales and its upscale clientele. The Tory Burch Home Bedding Collection with be available in the following Bloomingdales:

• Bloomingdales North Michigan Avenue - Chicago, IL • Bloomingdales Boca Raton Town Center - Boca Raton, FL • Bloomingdales Santa Monica Place -Los Angeles, CA • Bloomingdales SoHO - New York, NY • Bloomingdales The Dubai Mall - Dubai, United Arab Emirates 
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Production Calendar

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Purchase Order !

Ven#

Vendor Name Tory Burch New Order: X

Style #

Description

Beg. ShipComplete Terms Label

Dept

Season

Tory Aug 30 Sept 15 Net 30 Burch Home Fall Confirmation X _____ Color

S

Twin

Full

M

L

Date

PO#

Stephanie 4/1/13

Shipped:

XS

Buyer

Retailer

830 Bloomingdales

Ordinary_____ X

Special______

XL

Queen King One Size

TTL UnitsWholsale Retail

TWS

TR

133511 Down Comforter Twin

Print #1

1

2

2

1

6 $260.00

$520.00 $1,560.00$3,120.00

133512 Down Comforter Full

Print #1

1

2

2

1

6 $270.00

$540.00 $1,620.00$3,240.00

133513 Down Comforter Queen

Print #1

1

2

2

1

6 $280.00

$560.00 $1,680.00$3,360.00

133514 Down Comforter King

Print #1

1

2

2

1

6 $300.00

$600.00 $1,800.00$3,600.00

133521 Down Comforter Twin

Print #2

1

2

2

1

6 $260.00

$520.00 $1,560.00$3,120.00

133522 Down Comforter Full

Print #2

1

2

2

1

6 $270.00

$540.00 $1,620.00$3,240.00

133523 Down Comforter Queen

Print #2

1

2

2

1

6 $280.00

$560.00 $1,680.00$3,360.00

133524 Down Comforter King

Print #2

1

2

2

1

6 $300.00

$600.00 $1,800.00$3,600.00

131411 Gold Rope Pillow Sham (Pair)

Print #1 1

2

2

1

6 $ 75.00

$150.00 $450.00 $ 900.00

131421 Gold Rope Pillow Sham (Pair)

Print #2 1

2

2

1

6 $ 75.00

$150.00 $450.00 $ 900.00

6

6 $ 40.00

$80.00 $240.00 $ 480.00

6

6 $ 40.00

$80.00 $240.00 $ 480.00 !30

6 $100.00

$200.00 $600.00 $1,200.00

13411 Gold Rope Tuffted Throw Pilow

Print #1

13412 Gold Rope Tuffted Throw Pilow

Print #2

132651 Egyptian Cotton Flat Sheet Twin

Burnt Brown

1

2

2

1


132652 Egyptian Cotton Flat Sheet Full

Burnt Brown

1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132653 Egyptian Cotton Flat Sheet Queen

Burnt Brown

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132654 Egyptian Cotton Flat Sheet King

Burnt Brown

1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132661 Egyptian Cotton Flat Sheet Twin

Khaki 1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132662 Egyptian Cotton Flat Sheet Full

Khaki 1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132663 Egyptian Cotton Flat Sheet Queen

Khaki 1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132664 Egyptian Cotton Flat Sheet King

Khaki 1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132671 Egyptian Cotton Flat Sheet Twin

Burgund y

1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132672 Egyptian Cotton Flat Sheet Full

Burgund y

1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132673 Egyptian Cotton Flat Sheet Queen

Burgund y

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132674 Egyptian Cotton Flat Sheet King

Burgund y

1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132681 Egyptian Cotton Flat Sheet Twin

Tan 1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132682 Egyptian Cotton Flat Sheet Full

Tan 1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132683 Egyptian Cotton Flat Sheet Queen

Tan 1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132684 Egyptian Cotton Flat Sheet King

Tan 1

2

2

1

6 $122.50

132691 Egyptian Cotton Flat Sheet Twin

Grey

$245.00 $735.00 $1,470.00 !31

1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132692 Egyptian Cotton Flat Sheet Full

Grey 1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00


132693 Egyptian Cotton Flat Sheet Queen

Grey

132694 Egyptian Cotton Flat Sheet King

Grey

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132751 Egyptian Cotton Fitted Sheet Burnt Twin Brown

1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132752 Egyptian Cotton Fitted Sheet Burnt Full Brown

1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132753 Egyptian Cotton Fitted Sheet Burnt Quen Brown

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132754 Egyptian Cotton Fitted Sheet Burnt King Brown

1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132761 Egyptian Cotton Fitted Sheet Khaki Twin

1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132762 Egyptian Cotton Fitted Sheet Khaki Full

1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132763 Egyptian Cotton Fitted Sheet Khaki Queen

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132764 Egyptian Cotton Fitted Sheet Khaki King

1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132771 Egyptian Cotton Fitted Sheet Burgund Twin y

1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132772 Egyptian Cotton Fitted Sheet Burgund Full y

1

2

2

1

6 $107.50

$215.00 $645.00 $1,290.00

132773 Egyptian Cotton Fitted Sheet Burgund Queen y

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00

132774 Egyptian Cotton Fitted Sheet Burgund King y

1

2

2

1

6 $122.50

$245.00 $735.00 $1,470.00

132781 Egyptian Cotton Fitted Sheet Tan Twin

1

2

2

1

6 $100.00

$200.00 $600.00 $1,200.00

132782 Egyptian Cotton Fitted Sheet Tan Full

1

2

2

1

6 $107.50

132783 Egyptian Cotton Fitted Sheet Tan Queen

$215.00 $645.00 $1,290.00 !32

1

2

2

1

6 $115.00

$230.00 $690.00 $1,380.00


132784 Egyptian Cotton Fitted Sheet Tan King

1

2

2

1

6 $122.50

$245.00 $

735.00

$ 1,470.00

132791 Egyptian Cotton Fitted Sheet Grey Twin

1

2

2

1

6 $100.00

$200.00 $

600.00

$ 1,200.00

132792 Egyptian Cotton Fitted Sheet Grey Full

1

2

2

1

6 $107.50

$215.00 $

645.00

$ 1,290.00

132793 Egyptian Cotton Fitted Sheet Grey Queen

1

2

2

1

6 $115.00

$230.00 $

690.00

$ 1,380.00

132794 Egyptian Cotton Fitted Sheet Grey King

1

2

2

1

6 $122.50

$245.00 $

735.00

$ 1,470.00

133231 Duvet Cover Twin

Print #1

1

2

2

1

6 $150.00

$300.00 $

900.00

$ 1,800.00

133232 Duvet Cover Full

Print #1

1

2

2

1

6 $160.00

$320.00 $

960.00

$ 1,920.00

133233 Duvet Cover Queen

Print #1

1

2

2

1

6 $170.00

$340.00 $ 1,020.00

$ 2,040.00

133234 Duvet Cover King

Print #1

1

2

2

1

6 $180.00

$360.00 $ 1,080.00

$ 2,160.00

133241 Duvet Cover Twin

Print #2

1

2

2

1

6 $150.00

$300.00 $

900.00

$ 1,800.00

133242 Duvet Cover Full

Print #2

1

2

2

1

6 $160.00

$320.00 $

960.00

$ 1,920.00

133243 Duvet Cover Queen

Print #2

1

2

2

1

6 $170.00

$340.00 $ 1,020.00

$ 2,040.00

133244 Duvet Cover King

Print #2

1

2

2

1

6 $180.00

$360.00 $ 1,080.00

$ 2,160.00

131331 Duvet Pillow Shams (Pair)

Print #2

1

2

2

1

6 $ 75.00

$150.00 $

450.00

$

900.00

131341 Duvet Pillow Shams (Pair)

Print #1

1

2

2

1

6 $ 75.00

$150.00 $

450.00

$

900.00

134185 Embellished Throw Pillow Small

Tan 6

6 $ 42.00

$84.00 $

252.00

$

504.00

134186 Embellished Throw Pillow Large

Tan 6

6 $ 47.50

$95.00 $

285.00

$

570.00

Suede Fringe

6

6 $ 42.00

$84.00 $

252.00

$

504.00

Suede Fringe

6

6 $ 47.50

$95.00 $

285.00

$

570.00

1341105 Fringe Pillow Small 1341106 Fringe Pillow Large

396

$51,294.00

!33 $102,588.00


Sales Projection By Item

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Marketing Plan PHASE

OBJECTIVE

STRATEGY

TACTIC

INTRODUCTION (30%) $19,235.25

To introduce new home bedding brand extension of Tory Burch.

To introduce Tory Burch’s home bedding collection that is consistent to her eclectic and unique brand.

A product launch event in NYC hosted by Tory Burch herself with Bloomingdales SoHo. The marketing budget would go towards invitations to celebrities, fashion industry professionals and fashion bloggers. A portion would go towards paying Bloomingdales for hosting the event at their store and to pay for their staff. Catering, a DJ and goodie bags would also be part of the budget. In addition, the final portion of the budget would go towards press placement on coverage of the event.

MAINTENANCE (50%) $32,058.00

To build traffic in all five stores carrying Tory Burch Bedding.

To introduce high quality, luxurious bedding that is eclectic and unique.

Since this is the biggest portion of the marketing budget it will be used toward extensive email marketing from Tory Burch and Bloomingdales. In addition, for 4 weeks Tory Burch will have ad space on the home page of bloomingdales.com

CLEARANCE (20%) $12,823.50

To gain customer and brand loyalty.

To introduce the product by offering a gift with purchase of another Tory Burch brand extension such as a sample size of her perfume or cosmetics product.

To be able to clear the remaining stock of the product, with the remainder of the marking budget there would be a gift with purchase provided such as a sample size of !35 Tory Burch’s perfume of cosmetic product to further promote the brand and gain brand and customer loyalty.


Marketing Plan (Control Method) PHASE

OBJECTIVE

STRATEGY

TACTIC

CONTROL METHOD

INTRODUCTION! (30%) $19,235.25

To introduce new home bedding brand extension of Tory Burch.

To introduce Tory Burch’s home bedding collection that is consistent to her eclectic and unique brand.

A product launch event in NYC hosted by Tory Burch herself with Bloomingdales SoHo. The marketing budget would go towards invitations to celebrities, fashion industry professionals and fashion bloggers. A portion would go towards paying Bloomingdales for hosting the event at their store and to pay for their staff. Catering, a DJ and goodie bags would also be part of the budget. In addition, the final portion of the budget would go towards press placement on coverage of the event.

An RSVP of the event is necessary a month before the event. In addition, during the event guests will be encouraged to post pictures of the event on social media with corresponding hashtags to ensure promotion of the brand.There will be several randomly selected guests that will receive a gift for posting on social media.

MAINTENANCE! (50%) $32,058.00

To build traffic in all five stores carrying Tory Burch Bedding.

To introduce high quality, luxurious bedding that is eclectic and unique.

Since this is the biggest portion of the marketing budget it will be used toward extensive email marketing from Tory Burch and Bloomingdales. In addition, for 4 weeks Tory Burch will have ad space on the home page of bloomingdales.com

Customers who bring in their email from Tory Burch or Bloomingdales can receive a 10& discount.

!36


CLEARANCE! (20%) $12,823.50

To gain customer and brand loyalty.

To introduce the product by offering a gift with purchase of another Tory Burch brand extension such as a sample size of her perfume or cosmetics product.

To be able to clear the remaining stock of the product, with the remainder of the marking budget there would be a gift with purchase provided such as a sample size of Tory Burch’s perfume of cosmetic product to further promote the brand and gain brand and customer loyalty.

Customers must spend $150 or more in order to receive Tory Burch gift with purchase.

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!37


Marketing Team | Execution !

Tory Burch Home Bedding Collection Tactic

Person Responsible

Completion

Launch Party Bloomingdales SoHO, NYC Sept 1st Send out invitations for guests

Event Coordinator

July 1st

Book DJ

Event Coordinator

July 30th

Book Catering

Event Coordinator

July 30th

Put together goodie bags

Event Coordinator, Marketing Team

August 15th

Prepare social media outlets and create hashtags

Social Media Team

August 15th

Confirm all RSVP’s and put together guest list

Event Coordinator

August 18th

Secure press placement with Vogue

PR Team

August 20th

Create Email and Ad

Marketing Team

September 5th

Confirm Ad Space and email marketing with Bloomingdales

Marketing Team, PR Team

September 10th

Distribute all sample size merchandise to all Bloomingdales locations.

Marketing Team

October 15th

Run email marketing ads and social media campaigns to promote gift with purchase.

Marketing Team, PR Team

October 20th

Email Marketing Sept 30th

Gift With Purchase November 1st !38


Press Kit !

PRESS RELEASE | RECENT PRESS

! !

!39


LINE SHEET
 EMBELLISHED THROW PILLOWS

EGYPTIAN COTTON

“STAY ROYAL” GROUP

$95

$42

Pillowcases $150

Pillowcases $150

$520-$600

SILK DUVET SET

Sheets $200-$245

Tufted Throw Pillow $80

FRINGE THROW PILLOWS

Pillowcases $150

Duvet Cover $320-$360 $95

$42

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Designer Biography  Tory Burch is the designer and CEO of the American lifestyle brand Tory Burch. Notorious for its colorful designs, prints and eclectic details, what started out as a small boutique in 2004 has now grown in to a global brand. Tory moved to NYC to pursue a career in the fashion industry after graduating from the University of Pennsylvania. There she gained industry recognition by working in PR and marketing influential designers including Ralph Lauren, Vera Wang and others. Tory has been recognized with various awards for her company, as well as for her philanthropy through the Tory Burch foundation which she founded in 2009. Her her new home bedding collection is inspired by her personally style, travels and art as well as her ready to wear collection.

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Bibliography !

toryburch.com

wwd.com

wgsn.com

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