Gabrielle Darling
TABLE OF CONTENTS
Merchandise Management: Concept to Consumer // 3-26 ReWorn // 27-34 Travelin’ Trio // 35-39 Landscape & Color // 40-42 En’Liven //43-49
CLY & FURY GABRIELLE DARLING MERCHANDISING: CONCEPT TO CONSUMER
Course Objective Introducing the aspects of creating a company and exploring product development practices such as merchandising // developing market strategies // & researching the target consumer.
TABLE OF CONTENTS Mission Statement// Customer Psychographics// Mood Board// Style Numbering System// Model Line Sheets// Cost Sheets// Unit Distribution Plan// Introductory Floor Plan//
Fixture Work Sheet// Marketing Budget// Marketing Plan// Marketing Calendar// Press Kit//
MISSION STATEMENT
Cly & Fury provides classic apparel for young boys ages 8-15 years old Staple pieces with a slight curve to bring out our youth’s artistic side Cly & Fury believes in knowledge and learning with a firm grasp on our right to creative expression Independence and confidence is what we aspire to bring out in our consumer When you shop with us, Cly & Fury will donate part of their profit to Chicago Foundation for Education (CFE) CFE organization gives out grants to CPS teachers to enhance teaching and allowing students to soar for achievement in the best schooling environment
CUSTOMER PSYCHOGRAPHICS Name
Lionell
Age
14
Occupation
Student
Residence
Lincoln Square
Single or Married
Single
Education Level
Freshman
Life Stage
High School
Favorite Films
Whats Eating Gilbert Grape, Airplane
Favorite Restaurants
Club Lago, Los Nopales
Magazines Read
Spin
Music
Jack White, Alt-J, MGMT, The Strokes
Artists
Salvador Dali
Tech-Savy
Very tech-savy
Designers
Skateborder - Dylan Rider
Shopping
Game Stop, Reckless Records
Shop Attitude
For Fun
Vacations
Seasonal trips to Wisconsin for family
Political Views
None
Hobbies
Gaming, Guitar, Drums, Dog Ramsey
CLY & FURY
MOOD BOARD
STYLE NUMBERING SYSTEM
5 COLOR 1 AMBER 2 BLACK
STYLE NUMBERING SYSTEM
3 WHITE 4 BURGUNDY
1 YEAR
5 RUST 1
6 MUSTARD
2015
7 OLIVE 8 NAVY
2 SEASON
9 COFFEE
A
FALL 6 FABRICATION 1 COTTON CANVAS
3 CLASS
2 NYLON
1 TOPS
3 CORDUROY
2 BOTTOMS
4 PIQUE
3 OUTERWEAR
5 SEERSUCKER 6 POLY-RAYON 7 DENIM
4 SUB CLASS 1 TOPS 1 POLO
7 SIZE 1 8-9Y
2 BUTTON DOWN
2 9-10Y
3 T-SHIRT
3 10-11Y
4 SWEATER
4 11-12Y
5 HENLEY NECK
5 12-13Y 6 13-14Y 7 14Y+
2 BOTTOMS 1 PANTS 2 JEANS
EXAMPLE: 1
1A14564 2015
2 FALL 3 TOP
3 OUTERWEAR
4 SWEATER 1 BLAZER
5 ORANGE
2 JACKET
6 POLY-RAYON
3 COAT
7 11-12Y
MODEL LINE SHEETS
Top:
Curved Polo
Sizes:
8-9y, 9-10y, 10-11y, 11-12y, 12-13r, 13-14y, 14+
Retail Price: $28.99
Style #:
1A11144 The Curved Polo, made out of pique. Tradition collar with two buttons. Arms are short sleeved and chest has a curve design. When choosing your color of Amber, Olive, Burgundy and Navy your curve design will always be amber.
MODEL LINE SHEETS Bottom:
The Denim Jean, made out of denim includes one button, zipper, 6 belt loops and deep long pockets. Straight legged and cuffed. With your choice of Navy, Black, Burgundy, and Rust.
Denim Jean
Sizes: 8-9y, 9-10y, 10-11y, 11-12y, 12-13r, 13-14y, 14+
Retail Price: $48.99
Style #:
1A22877
MODEL LINE SHEETS
Outerwear: Seersucker Blazer
Sizes: 8-9y, 9-10y, 10-11y, 11-12y, 12-13r, 13-14y, 14+
Retail Price: $37.00
The Seersucker Blazer, made out of seersucker. Elongated lapel with one button. Arms are long sleeved and chest has two pockets with curve design. When choosing your color of Mustard, Olive, White and Navy your lapel and curve design will always be Navy.
Style #:
1A31655
UNIT DISTRIBUTION SHEETS
INTRODUCTORY FLOOR PLAN
Beginning On Hand: 3,672 units Sales: 1,469 units Ending On Hand: 2,203 units
FIXTURE WORK SHEET
Small Table Fixtures: AQ, AR
Wall Unit Fixtures: O,P,Q,R,AE,AF,AG
MARKETING BUDGET ! ! !
TOTAL RETAIL SALES: $153,631.86 MARKETING BUDGET: 6% MARKETING BUDGET: $9,218.00
MARKETING PLAN Objective:
Objective:
Increase customer base by 35% by the end of the business year 2016
Increase sales by 10% by the end of business year 2017
Strategy:
Strategy:
Host a free all age show inside Cly & Fury
Host community activity, CPS charity event at Cly & Fury
Tactics: Contact property manager// Hire The Orwells //Create flyer and distribute through schools//Neighborhood newsletter // Create online presence via Facebook, Twitter, and Instagram // Contact band publishing website Do312 to create rsvp link to spread awareness and security for customer // Provide Cly & Fury employee to be the door welcomer who will be collecting emails from customers
Tactics: Create fundraising flyer for event // Contact Chicago public schools, aware them of our plans // Distribute Cly & Fury flyers to schools // Include flyer in Chicago public school newsletter to grab parents attention // Host this event once every 3 months (Aug. 2016, Nov. 16, Feb. 16, and May 17) // Evaluation Method:
Evaluation Method: Manager collect data and through survey monkey // send out coupons to those who attended show // calculate customers returned effective January 3rd 2017
Manager collect data from four months. Review sales and compare business in 2015 effective June 1st 2018.
MARKETING CALENDAR Strategy // Tactics // Person Responsible // $ Budget // Completion Date Host Community Charity at Cly & Fury
Create Flyer
Advertising Committee
$240
July 3rd 2016
Contact School
Marketing Manager
$100
July 8th 2016
Distribute Info
Marketing Manager
$90
July 10th 2016
Newsletter
-Store Manager-
$200
July 14th 2016
Host Monthly
-Store Team
$2,000
Use July as Template
Total: Host Free Show at Cly & Fury
$2,630.00 Contact Property Manager
Advertising Committee
$100
Sep. 1st 2015
Hire The Orwells
Marketing Manager
$890
Sep. 3rd 2015
Distribute Info
Marketing Manager
$100
Sep. 7th 2015
Flyer & Newsletter
-Store Manager-
$89
Sep. 8th 2015
Online Presence// FB,I,T
-Store Team
$250
Sep. 9th 2015
$150
Sep. 11th 2015
Contact Do312//RSVP Total:
$1,579
PRESS KIT
Press Release Contact: Gabrielle Darling 312.836.9738 GDarling@Cly&Fury.com
The Orwells Coming to Cly & Fury Cly & Fury is bringing a wonderful opportunity to the Chicago youth to enjoy a free show at their store! ______________________________________________________________________ October 17 2015, Chicago, IL - Cly & Fury is thrilled to announce their first ever event in their free standing store which just opened their doors two months ago! The new business is ready to give Chicago an experience they wont forget. Converging with up and coming Chicago band The Orwells to come and hangout for a night giving the Chicago community a chance to get to know what Cly & Fury is all about. Founder Gabrielle Darling will be participating in this event, anxious to greet the welcomed guests. While getting to know the Lincoln Square community Ms. Darling will be reaching out and giving people a better understanding of her brand and what she hopes to contribute to her community. Cly & Fury strives to support the youth. They provide clothing for young boys ages 8-14. They want young boys to feel confident about themselves and keep their ambitions high is everything they do. Cly & Fury supports the Chicago Public School system and will be making contributions to help benefit teachers and educational programs within the CPS system. Cly & Fury understands how important education is for our youth and wants to keep a positive and strong environment in our school systems. Cly & Fury is located at 4714 N Lincoln Avenue in Chicago north side neighborhood Lincoln Square. Cly & Fury is open seven days a week. Monday through Saturday 11-7pm and on Sunday 12-6pm. Light refreshments and food will be served.
BUSINESS CARD
REWORN Entrepreneurship // Course Objective Introduces a way of thinking and acting to sustain a creative career providing insight on how organization is crucial when maintaining a business. Taking our ideas and launching a micro business.
GABRIELLE DARLING // SARAH GAURKEE // ALMA TAMAYO // SHELBY CRITTEN
TABLE OF CONTENTS •
Introduction to ReWorn
•
Our Process
•
ReWorn
•
Etsy // eCommerce
•
Pop-up Shop
•
Financial Statement
Introduction to ReWorn “To provide thrifted, recreated, one of a kind garments for your personalized style� Taking vintage and thrift store finds and making them into something new // Support second-hand. Reusing garments //combining two shirts to create a new one // adding a pocket // cutting off the sleeves // some other element of a new design. Recycling and creating new garments with old // Re-use.
ETSY // ECOMMERCE
POP-UP SHOP
Location: 618 S Michigan Ave
FINANCIAL STATEMENT ReWorn Income Statement For the Year Ended May 17, 2014
ReWorn Balance Sheet For the Year Ended May 17, 2014
Revenue from Sales: S
$74.00
COST OF GOODS SOLD
37.72
GROSS PROFIT
Expenses: SUPPLIES EXPENSE
NET INCOME
CASH
$36.28
Liabilities: COLUMBIA LOAN INTERNAL LOAN
$74.00
$10.00 48.00
58.00
15.92
10.36
Equity: DONATION AMOUNT
$25.92
RETAINED EARNINGS
$74.00
TRAVELIN’ TRIO FASHION STYLING PRINCIPLES // COURSE OBJECTIVE !
PROVIDES HISTORICAL OVERVIEW AND COSTUME STYLING // CONCEPTUALIZING IDEAS WITH COLOR, SHAPE, SILHOUETTE, AND TEXTURE
LANDSCAPE & COLOR Fashion Styling Principles // Overview Taking inspiration from a postcard, pulling colors and developing a concept to sketch out focusing on fabric swatches and apply in fashion
EN’LIVEN!
Company // Concept // Culture One of a kind upcycled furniture // ! Feel comfortable in your own home // ! En’liven will take your idea and bring it to life // ! We want whats best for you //! One on one
Ran by three women specializing in! ! Up-cycle//! Restoration// ! & Consignment.! ! To give you an exclusive experience //!
Inviting environment //! Passionately focused // ! Dedicated to our craft // ! Love for recreating //! En’liven strives in creating a stress free environment!
BRANDING Text → Herculanum Color Scheme
// HANDWRITING - DAKOTA // DIDOT //
→ Gold//Yellow, Grey//Blue, and Black
Background Color Swatches
→ Abstract painting, pulled key colors.
Location — 2909 N Clark St. Chicago IL 60657
LOCATION SPECIFICS Cross streets:
Oakdale & Surf St
Common Area Fees:
Utilities
Dimension of space: $24.50/sf/year Dimension of etc. space: $2.04/sf/month
Security Deposit:
First Months Rent
Shape of store: Location of entrance:
Rectangular Front of space
Realtor Fees:
Maintenance
Location of exit: Location of windows:
Front space/Back door Glass windows in front
Expenses by Lessee:
None
Monthly rent: Rental sq ft:
$4,682.00 2,293
Allowable Renovations: All
Terms of lease:
General Lease
Landlord Obligation
Fully Responsible
Events ! Up-cycled Art Classes !
Create art with repurposed materials $200.00 Monthly Includes 2 projects.
! ! Furniture Restoration 101
! Work with our artist and learn how to restore antique or vintage furniture $250.00 monthly!
!