Alexander McQueen Makeup By: Hadley Robinson Merchandising: Concept to Consumer
Table of Contents -
History of Alexander McQueen Mission Statement Mission Philosophy Mood Board Demographic Psychographic Customer Narrative Style Numbering System Model Line Sheets Cost Development Sheets
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Development Calendar Unit Distribution Plan Invoice Floor Plans Key Code Sheets Fixtures Marketing Plan Marketing Calendar Press Kit Citation
History of Alexander McQueen Alexander McQueen was born on March 17, 1969, in Lewisham, London. He became head designer of the Louis Vuitton-owned Givenchy fashion line, and in 2004 he launched his own menswear line. McQueen earned the British Fashion Council's British Designer of the Year award four times, and was named Commander of the Order of the British Empire. He committed suicide in 2010.
Mission Statement Alexander McQueen strives to find beauty in everyone, and everything we make. We want everyone to feel beautiful in what they wear. We are about creating garments that challenge the expression of identity and beauty. We uphold our commitment to quality, service and our value of our customers. “I think there is beauty in everything. What normal people would perceive as ugly. I can usually see something of beauty in it” - Alexander McQueen
Mission Philosophy A love of nature and understanding of British history are key inspirations for the House. Through a constant exploration of the natural world, Burton the creative director celebrates the values of English rural traditions, a sense of community and the touch of the hand, whilst simultaneously pushing at the boundaries of fashion. We will be selling products Spring 2020 in the months of January to to May. The geographic location we will be ďŹ rst selling in is London, England.
Mood Board
Demographic
Psychographics
Customer Narrative Lily walks up at 6:30 am and scrolls through social media. She then makes herself avocado toasts with red chilli akes on top. Next she gets ready for the day. She puts on a pair of red pants and a black blouse. She's kisses her boyfriend Marco and than leaves her apartment in Camden Town at 8:00am. She arrives at British Vogue a little before 9:00 am. At lunch time she eats a salad and scrolls through social media, not forgetting to post her food on her Instagram story. She leaves work at 5:00 pm, to meet up with her friends at a local bar. She has a drink and chats with friends before going home around 9:30, where she gets ready for bed.
Style Numbering System
Model Line Sheet
Foundation #1A2111A Tawny
Ivory
Retail Price: $40.00
Tan
Beige Soft honey
Deep Rich
Rich
This foundation is a creamy, light but buildable for full coverage
Concealer #1A12129 Retail Price: $25.00
This concealer is creamy, light but buildable for full coverage
Powder #1A23139 Retail Price: $20.00
A powder leaves a matte ďŹ nish to your concealer and foundation
Blush #1A23148 Retail Price: $16.00
Rose Red Sand
A blush that gives a matte color look
Mascara #1A11C54 Retail Price: $12.00
Black
Brown
A voluminous mascara that lengthens your lashes
Liquid eyeliner #1A12C64 Retail Price: $12.00
A liquid eyeliner that gives you the perfect cat eye
Pencil eyeliner #1A13C73 Retail Price: $12.00
A pencil eyeliner that gives you smooth clean look
Brow pencil #1A14D82 Black
Brown
Blonde
Retail Price: $11.00
A brow pencil that gives you full and clean brows
Eyeshadow palette #1A15F91 Retail Price: 50.00
Flame eyeshadow palette is a day and night palette It makes you stand out at any club or job
Flame
Matte Lipstick #1A31AA7 Red
Blush
Black
Retail Price: $16.00
This lipstick gives you a matte clean ďŹ nish
Lip Gloss #1A32AB7 Retail Price: $14.00 Red
Blush
A lip gloss that goes on smoothly and doesn’t leave a sticky finish
Lip Liner #1A33A72 Retail Price: $14.00
A lip liner that goes on smoothly and blends with you lipstick
Cost Development Sheets
Foundation
1(oz))
Concealer
Powder
Blush
Mascara
Liquid eyeliner
Pencil Eyeliner
Brow pencil
Eyeshadow pallet
1(oz)
Matte lipstick
Lip Gloss
0.07oz
Lip Pencil
0.07oz
Development Calendar
Unit Distribution Plan: Face
Unit Distribution Plan: Eyes
Unit Distribution Plan: Lips
Grand Total for Face, Eyes, and Lips
Invoice
Floor Plans
Stock and OďŹƒce Room
Bathroom
Introductory Phase Cash Wrap
Beginning on hand: 1,845 40% of sales: 738
1
3
Seating area
3
2
Ending on hand: 1,107
2 3
1
1
3 1
Stock and oďŹƒce room
Maintenance Phase
Cash wrap
1
Bathroom
Seating area
Beginning on hand: 1,107 40% of sales: 442 Ending on hand: 665
2 1
3
3
1 2 1
Stock and oďŹƒce room
Bathroom
Closing Out Phase Cash wrap
Beginning on Hand: 665 20% of sales: 133 Ending on hand: 628
1 2 1
Seating area
3
1
2 1
Key Code Sheets
Key Code Sheets
Fixture 1- Shelves This ďŹ xture has four shelves with lights on the top of each one to illuminate the products has well has having storage space. Max capacity: 278
Fixture 2- Mirror studio
This mirror studio has the best light to see your makeup the display will have the newest products on it.
Max capacity: 35
Fixture 3 - Table Displays
Moveable displays that hold the products in the best form so you can easily see them.
Max capacity: 177
Marketing Plan
Budget
Marketing Plan Objectives Objective 1: Inform people about product launch, increase traďŹƒc on website by 15% by February 1st, 2020. Strategy: Photoshoot for launch. Tactics: -
Pick date and times for shoot Pick location Pick out products for shoot Hire photographer and editor Hire models Hire makeup and hair Storyboard photo designs Buy Props
Evaluation Method: Financial team and marketing team should evaluated how many new customers were gained, as well as manager of the store track sales by February 1st, 2020.
Marketing Plan Objectives Objective 2: Increase sales by 25% by March 1st, 2020. Strategy: Grand opening of store in London and release party. Tactics: -
Evaluation method:
Select a date and time to open Manager of store should track Create ads and yers sales by March 1st, 2020. Buy decorations and light refreshments Send out press release Send invites to inuencers and import fashion heads. Create Instagram and Twitter posts
Marketing Plan Objectives Objective 3: Increase new customers by 10% by May 1st, 2020. Strategy: Have a 25% off on face products. Tactics: -
Advertise on social media Create flyer and ads Have signs around store created Email customers about the sale Inform staff of the sale Have product stocked before sale day.
Evaluation Method: Store manager and financial team should track new customers by May 1st, 2020.
Marketing Plan Objectives Objective 4: Increase social media by 500,000 by May 1st, 2020. Strategy: Post daily on social media.
Evaluation Method:
Tactics:
Have Marketing team track new followers by May 1st, 2020.
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Content of the products Inuencers, models, and actors wearing the makeup Comment back to fans and customers on posts Instagram stories of how to’s, promos and other content. Introduce new products for people to look forward to.
Marketing Calendar
Marketing Calendar
Press Kit
Press Release
Business Card
Hadley Robinson Creative Director of Beauty Alexander McQueen OakďŹ eld House Unit 510 35 Perrymount Road Hayward Heath, UK
hrobinson@mcqueen.com Tel: 02070 .178200
Designer Bio Original from St. Louis, Hadley Robinson graduated from Columbia College Chicago with a degree in fashion business and photography. She found love in cosmetics from doing makeup on ďŹ lm sets during college. She has been working in the cosmetic industry for 5 years now and has work Glossier and now Alexander Mcqueen for 2 years. She currently resides in London, UK, but travels back home as much as she can. Hadley loves nature, trying new food and exploring new places.
Foundation #1A2111A Tawny
Ivory
Retail Price: $40.00
Tan
Beige Soft honey
Deep Rich
Rich
This foundation is a creamy, light but buildable for full coverage
Concealer #1A12129 Retail Price: $25.00
This concealer is creamy, light but buildable for full coverage
Powder #1A23139 Retail Price: $20.00
A powder leaves a matte ďŹ nish to your concealer and foundation
Blush #1A23148 Retail Price: $16.00
Rose Red Sand
A blush that gives a matte color look
Mascara #1A11C54 Retail Price: $12.00
Black
Brown
A voluminous mascara that lengthens your lashes
Liquid eyeliner #1A12C64 Retail Price: $12.00
A liquid eyeliner that gives you the perfect cat eye
Pencil eyeliner #1A13C73 Retail Price: $12.00
A pencil eyeliner that gives you smooth clean look
Brow pencil #1A14D82 Black
Brown
Blonde
Retail Price: $11.00
A brow pencil that gives you full and clean brows
Eyeshadow palette #1A15F91 Retail Price: 50.00
Flame eyeshadow palette is a day and night palette It makes you stand out at any club or job
Flame
Matte Lipstick #1A31AA7 Red
Blush
Black
Retail Price: $16.00
This lipstick gives you a matte clean ďŹ nish
Lip Gloss #1A32AB7 Retail Price: $14.00 Red
Blush
A lip gloss that goes on smoothly and doesn’t leave a sticky finish
Lip Liner #1A33A72 Retail Price: $14.00
A lip liner that goes on smoothly and blends with you lipstick
Citation
- https://www.biography.com/people/alexander-mcqueen-541384 - https://www.kering.com/en/houses/couture-and-leather-goods/alexander -mcqueen/history/