no. 26
merchandising: concept to consumer
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table of contents o o o o o o o o o o
mission statement mission philosophy mood board demographic customer profile psychographic customer profile style numbering system model/line sheets cost sheets development calendar unit distribution plan
o invoice o introductory floor plan o key code sheets o fixture worksheets o maintenance floor plan o clearance floor plan o marketing budget o marketing plan o marketing calendar o press kit
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mission statement
to provide the refined modern man with a line of effortless well-made essentials that favor timelessness over trendiness. we stand for impeccable fit, high quality craftsmanship and subtle detailing.
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mission philosophy
no. 26 stands for impeccable fit, high quality craftsmanship and subtle detailing. no. 26 is a brand that makes the refined modern man comfortable and stylish. no. 26 caters to the contemporary menswear enthusiast. no. 26 is located in the heart of williamsburg, new york.
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customer profile [demographic]
segmentation types/bases
illustrative categories
geographic segmentation
region city size population density climate
all 100,001+ urban all
demographic segmentation
age gender household size income occupation education
25-35 male 2 $100,000+ professional college graduate/graduate school
sociocultural segmentation
culture subculture religion national origin race social class psychographics
all all all all upper-class achievers and strivers
affective and cognitive segmentation
degree of knowledge benefits sought attitude
expert prestige positive
behavioral segmentation
brand loyalty store loyalty usage rate user status payment method media usage usage situation
divided divided heavy current user cash/credit card newspapers/magazines/blogs work and home
the
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customer
o age- 34 o occupation- co. president of kcd worldwide [the leading fashion and luxury marketing services and production agency worldwide] o where he lives- 429 kent ave., apt. 631, brooklyn, ny 11249 (williamsburg) o marital status- married to chloe otto , one of nyc’s top event planners o education level- graduated from northwestern university’s journalism school o life-stage- newly married, both very career driven o favorite movies- the departed, fight club, and dazed and confused o favorite resturaunts- beauty & essex, gemma [the bowery hotel], and nobu, the ides rooftop @ the wythe hotel o favorite magazines- gq, details, smith journal, and kinfolk o favorite music- james blake and chet faker
the
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customer
o favorite artists- do ho suh [installation artist], alexander mcqueen, and loren berger [photographer] o tech-savvy- extremely, always upgrading gadgets o favorite designers: o for work- kiton, brioni, isaia, saint laurent, brunello cucinelli o for play- engineered garments, band of outsiders, steven alan, 3sixteen o favorite places to shop- gentry nyc, hickoree’s, and strawser&smith o shopping attitude- shops for fun, looks for style and quality o favorite vacation spots- crystal lodge ski resort in whistler blackcomb, british columbia and ametis villa in bali, indonesia o political views- liberal/democrat o hobbies- movie screenings @ the wythe hotel and drinks with friends @ soho house
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a day in the life of beckett brown during fashion week [part 1]
4:30 meet up w/ marathon training group: run, swim and/or bike 6:15 head over to kcd to shower and get ready for the day 6:50 grab a juice from real good juice co. (kale, apple, lemon, ginger, spinach, carrot, cucumber & celery) 7:05 sit down with julie mannion (co-prez of kcd) to go over daily schedules 7:30 staff meeting 8:45 go over seating charts for big clients [givenchy, marc jacobs, alexander wang & chanel]
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a day in the life of beckett brown during fashion week [part 1]
12:00 if day allows [which it probably wont during nyfw], grab a quick bite to each with chloe 1:30 client meeting: tome pre-show 2:00 catch up on emails [on the go] 2:49 backstage at alexander wang 5:05 press @ soho house [wang, carven & derek lam] 11:45 attend alexander wang’s secret after-party 1:15 bedtime in preparation for the next long day at nyfw
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style numbering system 1
year 1 2015
2
season a fall
3
class 1 tops 2 bottoms 3 outerwear
4
4
color 1 multi 2 olive 3 charcoal 4 red 5 ivory 6 indigo 7 black 8 brown 9 beige
5
fabrication 1 cotton woven 2 organic cotton 3 cotton twill 4 100% wool 5 wool/cashmere 6 100% cashmere 7 denim
6
size 1 small 2 medium 3 large 4 extra large 5 30 6 31 7 32 8 33 9 34 a 36 b 38
subclass 1 tops
1 buttondown 2 t-shirt 3 pullover 2 bottoms 1 casual trouser 2 dress trouser 3 cuffed dress trouser 4 denim 3 outerwear 1 blazer 2 jacket 3 overcoat
example 1a11672 1 2015 2 fall 3 top 4 buttondown 5 indigo 6 denim 7 medium
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color palette
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model line sheet [tops]
slouch tee w/ pocket 1A12511
fabrication 100% woven cotton
sizes s-xl retail price $117.00
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model line sheet [tops]
pullover with pocket 1A13321
fabrication
100% organic
sizes s-xl retail price
$140.00
cotton
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model line sheet [tops]
denim buttondown 1A11682
fabrication 100% cotton [denim]
sizes s-xl retail price $251.00
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model line sheet [bottoms] 5-pocket jean 1A24686
fabrication 100% cotton [denim]
sizes 30-38 retail price $173.00
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model line sheet [bottoms]
wool cuffed trouser 1A23447
fabrication 100% wool sizes 30-38 retail price $287.00
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model line sheet [bottoms]
long twill trouser 1A2123B
fabrication 100% cotton twill
sizes 30-38 retail price $178.00
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model line sheet [bottoms]
striped wool dress trouser 1A22167
fabrication 90% wool, 8% cotton
sizes 30-38 retail price $235.00
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model line sheet [outerwear] classic blazer 1A31343
fabrication 100% wool sizes s-xl retail price $330.00
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model line sheet [outerwear]
cashmere overcoat 1A33371
fabrication 100% cashmere sizes s-xl retail price $1,708.00
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model line sheet [outerwear]
4-pocket wool jacket w/ suede detailing 1A32853
fabrication 80% wool, 20% cashmere w/ goat suede detailing
sizes s-xl retail price $484.00
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no. 26 SEASON/YEAR: FALL 2015
development calendar IN-STORE DELIVERY: JULY
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unit distribution [tops]
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unit distribution [bottoms]
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invoice
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introductory floor plan
beginning units on hand: 336 sales: 134 ending units on hand: 202
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key code sheet
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fixtures [mannequins] o  installation art mannequins for special events o  standard wood mannequins for storefront
fixtures
a b c
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fixtures [wall units]
fixture
n
o hanging white metal rack o max. capacity: 25
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fixtures [wall units]
fixtures
d e f
o unfinished wooden pentagons of various sizes and heights o clothing hangs on simple metal bars containing o max. capacity: 23
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fixtures [t-stands]
fixtures
i j k l
o silver metal pipe rack o max. capacity: 40
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fixtures [large table]
fixture
g
o  contrast wood table holds folded merchandise o  max. capacity: 50
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fixtures [large table]
fixture
m
o contrast wood table holds folded merchandise o max. capacity: 90
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maintenance floor plan
beginning units on hand: 202 sales: 88 ending units on hand: 114
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clearance floor plan
beginning units on hand: 202 sales: 88 ending units on hand: 114
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marketing budget
retail sales: $82,084.00 % marketing budget: 8% $ marketing budget: $6,566.72
no. 26 marketing plan
no. 26 objective: create an online presence as not only an e-commerce site but as a blogger, pinner, instagrammer, and facebooker by winter 2015 strategy: make a website/blog/pinterest/instagram/ facebook tactics: o purchase an available & memorable domain o photograph all merchandise, highlighting/foreshadowing upcoming collaboration with gq o promote via email & social media o collaborate with local women’s boutiques to increase knowledge of brand to other target markets o search engine optimization o link all social media outlets evaluation: o have marketing manager and financial executive work together to calculate increase in sales and “followers” by november 1, 2016
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objective: to open an interactive photo studio visible to the public by the spring of 2016 strategy: hold a fashion show during construction of photo studio tactics: o develop advertisements o promote via no.26 blog, email, pinterest, facebook, twitter, and instagram o hire a dj o hire models o hire a photographer o pick looks to be shown o train no.26 employees for proper customer service during fashion show/building of photo studio o make “gift bags” for attendees [dopp kit filled with apothecary sold @ no.26] o hold model fitting o purchase hors d’oeuvres & beverages evaluation: o have marketing manager track the growth of social media in relation to fashion show attendees by april 5, 2016
no. 26 objective: to increase sales by 10% by fall of 2016 strategy: develop a month long collaboration with gq and launch weekly “gq picks” blog posts [fresh places to shop in nyc] tactics: o promote via no.26 blog, email, pinterest, facebook, twitter, and instagram o pick 4 “gq picks” o hire graphic designer o hire photographer o team up with gq style editor o develop promotions through instagram to entice customers evaluation: o have financial executive calculate increase of e-commerce and in-store sales monthly following collaboration by december 1, 2016
no. 26 objective: to increase brand awareness by gaining 5,000 instagram, pinterest, and facebook followers by december 2016 strategy: post 10% off total purchase coupons on facebook and instagram tactics: o hire social media coordinator o maintain a positive and consistent social media reputation o promote 10% off coupon via mailing list o mention promotion in-store o give an additional personalized 10% off purchase offer to current customers to give to friends and family evaluation: o have social media coordinator track total followers monthly until december 31, 2016
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@no26nyc [instagram]
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@no26nyc [instagram]
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marketing plan: calendar
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press kit
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business card
gaby schnieder 109 south 5th street suite 101 brooklyn, NY 11249 718-384-8585 info@no26nyc.com
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about the designer &founder
gabrielle schneider is the founder and designer of no.26. credited with the further development of the company’s brand, her strategic edge and vision have helped take no.26 to the next level. schneider is an entrepreneur and business executive with unparalleled design insight, keen analytical skills and passion for the menswear industry.
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press release
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model line sheet [tops]
slouch tee w/ pocket 1A12511
fabrication 100% woven cotton
sizes s-xl retail price $117.00
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model line sheet [tops]
pullover with pocket 1A13321
fabrication
100% organic
sizes s-xl retail price
$140.00
cotton
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model line sheet [tops]
denim buttondown 1A11682
fabrication 100% cotton [denim]
sizes s-xl retail price $251.00
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model line sheet [bottoms] 5-pocket jean 1A24686
fabrication 100% cotton [denim]
sizes 30-38 retail price $173.00
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model line sheet [bottoms]
wool cuffed trouser 1A23447
fabrication 100% wool sizes 30-38 retail price $287.00
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model line sheet [bottoms]
long twill trouser 1A2123B
fabrication 100% cotton twill
sizes 30-38 retail price $178.00
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model line sheet [bottoms]
striped wool dress trouser 1A22167
fabrication 90% wool, 8% cotton
sizes 30-38 retail price $235.00
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model line sheet [outerwear] classic blazer 1A31343
fabrication 100% wool sizes s-xl retail price $330.00
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model line sheet [outerwear]
cashmere overcoat 1A33371
fabrication 100% cashmere sizes s-xl retail price $1,708.00
no. 26
model line sheet [outerwear]
4-pocket wool jacket w/ suede detailing 1A32853
fabrication 80% wool, 20% cashmere w/ goat suede detailing
sizes s-xl retail price $484.00