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FASM 430 Professional Portfolio Practices Hyewon Jeong Prof. Levy
Special thanks to Fatimah Gbajabiamila
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Contents PART 1
8 --- Executive Summary 10 --- CHARLES & KEITH 12 --- The Company 14 --- Mission & Vision 16 --- Core Values 18 --- Sustainability 26 --- Current Strategy Positioning Target Customer
38 --- Unique Selling Proposition
PART 2
42 --- The Opportunity
Market Size and Trends Trend Forecast Retail Trends
PART 3 64 --- CHARLES & KEITH
NYC 66 --- Vision 68 --- Communication Objectives 70 --- Communication Mix 72 --- Analysis Brand Positioning Map Target Customer SWOT
80 --- CHARLES & KEITH NYC showroom 82 --- Duration/Time 85 --- Location 86 --- Neighbors 88 --- Area Attractions 91 --- Ambiance 93--- Visual Display 95 --- Floor Plan 97 --- Interior 108 --- Technology & Experience
PART 4
116 --- Line Plan 120 --- Assortment Plan 123 ---Inventory Strategy 124 --- Marketing Plan Launch Party Social Media App Email Marketing Guerrilla Marketing Wild posting Billboard Sales Forecast
138 --- Promotional Plan 140 --- Operational Plan 142 --- PNL Statement 144 --- Conclusion 146 --- References
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PART 1 6
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Executive Summary Charles & Keith is a Singaporean luxury affordable footwear and accessories brand, which has global footprints in its home in Asia, the Middle East, Europe as well as South America. Now, it is time for Charles & Keith to reach out to the North American market to give an interactive experience of Charles & Keith to customers both through an online and physical store. New York City, one of the world’s major commercial, financial and cultural centers, is going to be the first location to open its showroom with a one-step forward retail concept that uses technology to build its brand awareness through various media.
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CHARLES & KEITH
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The Company CHARLES & KEITH is an affordable luxury footwear and accessories retailer founded in1996 by Charles Wong and Keith Wong. It is headquartered in Singapore and operates more than 600 stores worldwide with a global staff strength of more than 5000 employees. Its stylish and trend-focused designs are available across Asia, the Middle East, Europe, Latin America, Africa and North America.
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Mission & Vision Our mission to offer high quality products and services with a commitment to perfection. The brand is well known for its trendy yet affordable designs that are fresh off the runway. Our vision is to empower women around the world to express themselves freely through fashion.
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Core Values CHARLES & KEITH believes in social and environmental responsibility. 3 main principles: Humanitarian Causes Human Excellence Environmental Initiative Its efforts to support progress, sustainability and conservation include the use of Forest Stewardship Council (FSC) certified paper, as well as its collaborations with international organizations, such as United Nations Entity for Gender Equality (UNWOMEN), Breast Cancer Foundation and World Wide Fund for Nature (WWF).
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Sustainability We ignite imaginations. We innovate and improve. We experiment with the new wave. And say goodbye to the old ways. We discover and reinvent to push ourselves and fashion, forward.
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PRODUCTION
WHERE WE MAKE
OUR PARTNERSHIPS
Protect the places and the lives of people who make our creations possible
To make sure we’re always pushing ourselves and fashion forward, we are members of groups that are working together to improve the entire industry. As we continue on our sustainability journey, we aim to partner with more organizations to make the change we are creating even bigger. LEATHER WORKING GROUP (LWG) • Leather is one of the biggest pollutants in the fashion industry. Which is why we've been on a mission to map and audit all of our leather suppliers against the LWG protocols. LWG is a platform dedicated to promoting sustainability and better environmental business practices within the leather industry. Bringing together key players who have the power to make change, LWG promotes collaboration by shining a light on best practices and pushing for continual improvement in the industry.
WHAT'S NEXT FOR PRODUCTION BY 2021
WHAT'S NOW
• We will focus on the manufacturing cycle and evaluate every one of our strategic suppliers on their environmental and chemical performance against our Material Restricted Substance list. • We will equip our direct suppliers with the tools to evaluate and measure their own performance against the social and labour standards in our Code of Conduct, as well as the national requirements in their own country. • Social and environmental performance will be integral to choosing who we buy from.
• Evaluating every one of our direct suppliers against our Code of Conduct. • Assessing the social risks and environmental impacts of our supply chain annually. • Identifying all the possible ways to reduce our environmental impact when it comes to transporting our products.
BY 2022 • We will incentive suppliers, who provide our materials, to assess and reduce their environmental footprint by endorsing and buying more from those who do it well. • All facilities in China, where our products are chemically treated, will make information about their environmental impact publicly available through the Institute of Public & Environmental Affairs (IPE) website.
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PRODUCT AND PACKAGING
WHAT'S NEXT FOR PRODUCT AND PACKAGING BY 2022 • All our product packaging will be plastic free. • All our paper packaging will come from recycled, certified or reclaimed sources to ensure zero deforestation of High Conservation Value Forests.
WHAT YOU WEAR
BY 2025
Push the boundaries of our creativity to help people look and feel their best
• We will be able to trace 100% of our leather back to its original source. • All CHARLES & KEITH shoes will be designed to contain at least one sustainability attribute.
OUR PARTNERSHIPS WHAT'S NOW
To make sure we’re always pushing ourselves and fashion forward, we are members of groups that are working together to improve the entire industry. As we continue on our sustainability journey, we aim to partner with more organizations to make the change we are creating even bigger.
• Identifying our share of sustainably-sourced materials and developing a measurable roadmap on how to increase it every year. • Reviewing and regularly updating our Restricted Substance List and our products’ chemical requirements to make sure they’re always safe. • Planning our yearly launch for a capsule collection with sustainability at the heart for each of our brands. • Providing clear and easy care instructions for all of our products so people can enjoy them for longer. • Offering simple repair services to our customers in Singapore so our products can live on. • Piloting a shoe recycling or take-back programme for customers and employees so that none of our creations end up in landfill. • All our plastic packaging will come from reusable, recyclable or more sustainable sources.
TEXTILE EXCHANGE • As part of our efforts to scale up the market for more sustainable materials, we are part of Textile Exchange, a global non-profit that is driving industry transformation towards preferred fibers, integrity and standards, and responsible supply networks. THE FOREST STEWARDSHIP COUNCIL (FSC) • An international non-profit established to promote responsible management of the world’s forests by setting standards, certifying and labeling forest products.
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PEOPLE & STORES
HOW WE WORK
Design stores and workplaces that support our people to make our business better
WHAT'S NOW
OUR PARTNERSHIPS
• Evaluating our Head Quarter office and all our Singapore stores against the Singapore Environment Council’s Eco-shop and Eco-office standards. • Cutting down the amount of paper we use in all Singapore offices and stores by half (2020 vs 2019). • Increasing the amount of sustainable store equipment annually – from lighting to furniture and displays. • Updating our HR policies to ensure we are a modern, inclusive business that promotes employee wellbeing. • Training all new joiners on our updated Code of Business Ethics and equipping them with basic sustainability knowledge. • Establishing sustainable product guidelines and providing our design teams with additional training on sustainable product development. • Giving our team members in the Singapore Head Quarters one paid volunteer day each year to give back to their community. • Collaborating on products with regional social enterprises aimed at empowering women.
To make sure we’re always pushing ourselves and fashion forward, we are members of groups that are working together to improve the entire industry. As we continue on our sustainability journey, we aim to partner with more organizations to make the change we are creating even bigger. SINGAPORE ENVIRONMENT COUNCIL • An independent non-profit organization that influences thinking on sustainability issues and coordinates environmental efforts in Singapore.
WHAT'S NEXT FOR PEOPLE & STORES
WOVEN • A Philippine-based social enterprise that uplifts the local weaving communities and economically empowers women through the production and sales of their woven handicrafts.
BY 2025 • We will support our Singapore-based team members, from 2020, to devote 15,000 hours of their work-time volunteering to improve their local community. • We will have at least one pilot eco-concept store or office space to inspire sustainable best practices across the industry. 24
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Current Strategy 26
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Positioning - 5Ps
Product
Price
Shoes, Bags, Sunglasses, Jewelry, Kids
$9-$129
Place
Promotion
Across Asia, the Middle East, Europe, Latin America, Africa and North America.
Ad, PR, Sponsorship, Social Media
People Staffs, sale reps, customer service, managers and etc.
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Products & Price
Shoes $39-$89
Sunglasses $49-$79
Kids $29-$49
Accessories $9-$79
Bags
Jewelry
$16-$129
$19-$79
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Place
People Ownership CHARLES & KEITH. LTD.
Founded
1996
Founders
Charles & Keith Wong
Headquarters
6 Tai Seng Link , #08-00 Charles & Keith Group Headquarters Singapore, 534101 Singapore Tel: 64882688 Fax: 64881649
Company Type
Private
Annual Sales
106M
Physical store available across Asia, the Middle East, Europe, Latin America and Africa while on-line store includes North America.
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Promotion
Ad/Editorial
PR Social Media 34
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User by age in the Bags & Accessories market Average annual consumer expenditure on footwear in the United States in 2017, by (in percent worldwide) age (in U.S. dollars)* 600
553
Average annual expenditure in U.S. dollars
500
479
400
381
379
366
331 300
211 200
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Target Customer
In the year 2017 a share of 35.6% of users is 25-34 years old. => Millennial & Gen Z
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Under 25 years
25 to 34 years
35 to 44 years
45 to 54 years
55 to 64 years
65 years and older
Footwear share is distributed among Millennial, Gen Z ,Baby Boomers
Targets individuals from early 20s to 60s. Diverse ehtinic group with international influence. From students to working professionals and moms. High fashion profile but looking for affordable price points.
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All consumer units
Unique Selling Proposition High Fashionable products at affordable price. Made in Singapore. 38
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PART 2
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The Opportunity Market Size & Trends Trend Forecast Retail trends
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Market Size & Trends 44
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Revenue of the footwear market worldwide by country in 2018 (in million U.S. dollars) 0
10000
20000
30000
40000
50000
60000
70000
80000
United States China
61,117.35
Brazil
26,232.86
India
16,980.3
Russia
16,059.17
United Kingdom
15,902.54
Germany
14,557.32
Italy
14,152.37
Japan
12,967.46
France
9,992.43
Spain
Footwear
90000 83,781.88
8,538.42
Mexico
7,353.3
Canada
6,663.63
Australia
4,984.82
South Korea
4,768.93
1st is the U.S. $83,781m
Source: Statista
Apparel and footwear market value in the United States from 2011 to 2016, by retail channel (in billion U.S. dollars) Offline (store-based retailing)
Online (internet retailing)
Other nonstore-based retailing
400
350
Market value in billion U.S. dollars
300
250
6 26
5 30
5 34
5 39
278
282
285
287
2011
2012
2013
2014
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4 46
55
293
292
2015
2016
200
150
100
50
0
Source: Euromonitor
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Revenue in the Bags & Accessories market worldwide (in million U.S. dollars)
Bags & Accessories
Source: Statista
Revenue (2019) $90,915m +14.1% yoy
• Revenue in the Bags & Accessories segment amounts to US$90,915m in 2019. • Revenue is expected to show an annual growth rate (CAGR 2019-2023) of 10.1%, resulting in a market volume of US$133,773m by 2023. • User penetration is 18.6% in 2019 and is expected to hit 27.5% by 2023.
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Women’s Accessories, Footwear & Jewelery Forecast S/S 20: Designing Emotion Designing Emotion explores how tech and craftsmanship can work hand in hand to create pieces that celebrate imperfection and offer a deeper post-purchase connection. Handcrafted textures and premium materials are key.
Color Contemporary updates on a range of pastels for the season, bookended by the warm brown tone of Palo Santo, and the neutral tones of Birch and Faded Cargo. The gem-like hues of Malachite Glow and Purple Dusk present an uplifting take on familiar vintage colours, evolving from A/W 19/20.
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Trend Forecast
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Action Points 3. Add elegance to vacation drops: as power dressing continues to evolve, it will influence vacation drops with a more elevated focus. Consider tactile materials and sculptural forms to create statement pieces
1. Elevate everyday staples: use quality materials such as elevated linens and vegetable-tan leathers to offer timeless appeal and tap into the comfort of everyday basics
2. Embrace the beauty of texture and imperfection: hand-made finishes give designs a unique quality. Reinvigorate traditional craft techniques and pair with artful hardware
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4. Focus on natural and sustainable materials: experiment with natural and re-purposed materials to create oneof-a-kind pieces. Provide a second life to dead-stock by mixing contrasting materials and hardware 53
Source: WGSN
Technology + Experience How to use technology effectively in your in-store marketing strategy • Shoppers’ expectations have never been higher, and brands and retailers need to work together to deliver more convenient, seamless and rewarding solutions, which will require a new, more digitallydriven approach to in-store marketing.
The New Rules of Brick-and-Mortar Retail Amid an ongoing ‘retail apocalypse’ that’s wiping out thousands of stores, retailers are staking their future on a new generation of brick-and-mortar shops that are radically different from their predecessors. 1. All roads lead back to data 2. Technology should be everywhere — and invisible 3. Don’t skip out on BOPIS 4. Make the most out of inventory 5. Chase the Blue Bottle effect
The Pitfalls of Investing in Experiential Retail
• Significant opportunities already exist across locational, experiential and conversational technologies but, to use these effectively, marketers need to ensure they are solving real shopper problems. • By using technology in relevant ways, brands and retailers can bring more interactions in-store, helping to future-proof their businesses.
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Retail Trends
• Case studies from Hellmann's Brazil, Coca-Cola and Unilever are discussed as examples of effective use of experiential, locational and conversational technology respectively.
Creating compelling in-store experiences can help to boost foot traffic, dwell times and sales. But it’s hard to get the execution right.
In-Store Tech, Sales Driver or Hype? Fashion retailers are increasingly integrating slick interactive technology into their physical flagships. But is all this in-store technology actually making the tills ring or merely providing opportunities for short-term PR? “Technology is evolving and it’s great to do this. We are going to have things that are not quite right — it’s about taking challenges and trying to bring things to life. That’s the beauty of innovation.” 55
Digital Screen
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Instagrammable Spot
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APP + AR
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PART 3 62
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CHARLES & KEITH NYC
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Vision To build a brand awareness of Charles&Keith and potentially expand its business in North American Market with an interactive retail environment.
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BRAND ORIENTED • Build brand awareness by connecting the products and the brand through the story. • Engage with customers through self-expression moto. • Differentiate the brand with emphasis on it unique selling point- trendy yet affordable.
Communication Objectives
SOCIALLY ORIENTED • Connect with customer through social media using call-to-action/giveaways. • Create seamless multi-platform user experience on online/offline purchase with loyalty program. • Collaborate by using social media, contents, giveaways, and events to spread the awareness to customers. • Building the Charles & Keith community using multiple digital platforms through social media, app and website. PRE-PURCHASE ORIENTED • Shareable moments (in-store instagrammable spot) • App incentives • Showroom events (influencers) • Promotions with subscription/purchase PURCHASE ORIENTED • Digital screen with campaign videos/images • Size chart on app POST PURCHASE ORIENTED • Personalized thank you notes • Packaging • Direct email and print material • Social media follow-up
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ADVERTISING
EVENTS EXPERIENCES
DIRECT MARKETING
Communication Mix
INTERACTIVE MARKETING
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Analysis Brand Positing Map Target Customer SWOT
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Brand Positioning Map
Fashion
Price
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Target Customer Primary Profile Sophie Wong
Secondary Profile
37 Fashion stylist 70k New york city, NY VALS profile: Innovators / Makers Confident, Receptive, Creative
Kaitlyn Reiss 21 Journalism student 30k New york city, NY VALS profile: Strivers / Experiencers Enthusiastic, Proactive, Adventurous
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• Limited product material quality because of affordabiltiy. • Difference in Sizing (Asian Sizing). • High seasonal requirement. • Limitations on online/physical retail shopping.
• Good quality and sophisticated products that appeal to the trendconscious consumer. • Wide range of products at affordable price points. • Convincing brand awareness. • Broad reach to global consumers. • Strong social media presence and engagement of influencers. • Prominent and accessible store locations. • Strong e-commerce presence. • Made in Singapore.
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• Intense competitions in market both in U.S. and worldwide. • Quickly changing consumer’s taste.
• Big movement in sustainability along with customers’ interest. • Expansion to footwear/accessories market of Apparel brands.
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CHARLES & KEITH NYC Showroom
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Duration/ Time Duration: Jun-Aug Store Hours: Sunday to Saturday 10AM-7PM
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Location 76 WOOSTER ST , NEW YORK, NY 10012 Space Available 10,000 SF Rental Rate $45.60- $69.6/SF/Yr Basement Space Available 2,500 SF Rental Rate $69.60/SF/Yr 1st Floor Space Available 2,500 SF Rental Rate $69.60/SF/Yr 2nd Floor Space Available 2,500 SF Rental Rate $45.60/SF/Yr $115,500 for 3-Wmonth
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Neighbors
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Area Attractions
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Lighting
Scent
Tactile
Illuminate a room with a minimalistic approach that avoids clutter.
Airy, clean and fresh.
Corrugated texture with woody feeling.
Ambiance
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Mix-match display with bags and accessories
Clean and simple display
Hanging display
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Visual Display 93
Basement
Floor plan 1st floor
2st floor
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Interior 1st floor
Rendered by Fatimah Gbajabiamila 96
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1st floor
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1st floor
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Basement
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2st floor
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2st floor
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Digital Screen
Digital screen will display campaign images & videos.
360° digital space will give immersive experience of campaign, as well as create instagrammable moments.
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Technology & Experience 109
Shoe zoom-in
Digital screen will display the captured figure in a large scale
Shoe shoppers usually look down to look shoes. This feature will provide the experience to take a look at shoes in closer with an eye level as unexpected moment in the store. This is a place that camera will capture the figure
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Hanging display
Store mode in app
Hanging display will give an interesting visual sense with trendy colors that will attract customers. Try on and size chart will be available through the app.
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PART 4
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Line Plan 116
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Assortment Plan for display only at showroom Assortment *shoes size 34 -41 Category Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Shoes Bags Bags Bags Bags Bags Bags Bags Bags Bags Bags Bags Bags Bags Bags Bags Jewlery Jewlery Jewlery Jewlery Jewlery Jewlery Jewlery Jewlery Jewlery Jewlery Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Total
120
Style Name 70050111 61680044 60580131 60920131 60280184 60190215 60920121 60190213 60580129 71720020 70900133 60050817 61680042 60050826 70050112 60361184 60900117 80390307 60361190 70380728 80270210 30270254 50270270 50270281 30270195 30270191 80780832 80780861 80780898 10270260 10780866 10770376 70780956 50700866 10270100 42120185 32120187 22120211 12120152 12250193 32120206 51370017 22120203 41420042 42120202 31280346 91280367 21280357 81280366 21280352
Description accent ankle strap flats ankle strap covered heels asymmetrical strappy block heels block heel penny loafers block heel platform shoes buckle detail lock heels sandals buckle slip-on heels chrome block heel sandals criss cross low heel sandals double bow slip-ons eyelet detail ankle strap flats gold eyelet detail stiletto heels heel slingback pumps open toe block heel sandals runched two-tone buckle sliders satin ankle strap covered heels sculptural heel strappy sandals v-cut low wedge slip-ons woven pointed mules woven slingback sandals angular crossbody bag circular bag classic metal detail push lock bag embellished buckle top handle bag knitted tote bag laster cut tote bag metal push lock crossbody bag raffia floral crossbody bag ring buckle saddle crossbody bag sculptural handle bucket bag see-through woven bucket bag wood-effect push lock long wallet woven detail clutch woven wood-effect top handle bag wrist handle bucket bag ampersand drop earring ampersand ring circle semi-prcious stone pendant necklace criss cross bangle double wrap around belt bracelet semi-preicous stone double ring set semi-preicous stone headband semi-precious stone layered necklace semi-precious stone mismatch earrings semi-precious stone rectangle drop earrings cutout frame round double frame cat-eye double frame wingtip double rim geometric half frame round
Color
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# of SKUs
Size 3 3 3 2 4 3 5 4 2 4 3 4 3 4 4 3 3 3 2 3 4 3 5 3 2 4 5 5 5 5 5 5 5 4 3 2 2 2 3 3 3 2 3 3 3 3 5 4 5 4
8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 8 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
24 24 24 16 32 24 40 32 16 32 24 32 24 32 32 24 24 24 16 24 4 3 5 3 2 4 5 5 5 5 5 5 5 4 3 2 2 2 3 3 3 2 3 3 3 3 5 4 5 4 630
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Average Retail 49.00 49.00 49.00 49.00 49.00 49.00 49.00 49.00 39.00 59.00 49.00 49.00 49.00 49.00 39.00 49.00 49.00 39.00 59.00 49.00 49.00 139.00 59.00 59.00 129.00 59.00 79.00 69.00 59.00 69.00 99.00 69.00 69.00 69.00 69.00 29.00 19.00 29.00 19.00 19.00 19.00 59.00 39.00 29.00 29.00 59.00 49.00 59.00 49.00 59.00
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
Total Retail 1,176.00 1,176.00 1,176.00 784.00 1,568.00 1,176.00 1,960.00 1,568.00 624.00 1,888.00 1,176.00 1,568.00 1,176.00 1,568.00 1,248.00 1,176.00 1,176.00 936.00 944.00 1,176.00 196.00 417.00 295.00 177.00 258.00 236.00 395.00 345.00 295.00 345.00 495.00 345.00 345.00 276.00 207.00 58.00 38.00 58.00 57.00 57.00 57.00 118.00 117.00 87.00 87.00 177.00 245.00 236.00 245.00 236.00 31,740.00
Inventory Strategy • 20 Shoes styles (Different colors & all sizes from 34-41) • 15 Bags styles (Different colors) • 10 Jewelry styles (Different colors) • 5 Sunglasses styles (Different colors)
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Launch Party Guests: celebrity & influencer
GIGI HADID
EMILI SINDLEV
ALICE BARBIER
AMANDA SHADFORTH
MELISSA KOH
ERIKA BOLDRIN
DANIELLE BERNSTEIN
ALYSSA LEE
CHLOE HARROUCHE
FRANCIS LOLA
ANDREA CHONG
SHINI PARK
Marketing Plan
The launch party will be held the day before the opening (Fri, Jun 5) at NYC store. The theme of the party is #ImwithCHARLESKEITH, therefore, intivitess will show their own interpretation of the brand, Charles&Keith. Gift bags for guests includes each item of shoes/bag/jewelry/sunglasses with thank you note. Entertainment includes: refreshments, pre-order option available, music and photo moments. By invitation only Cost $15,000
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Social Media
Sponsored ad
126
Instagram post about NYC store
Giveaway post
127
App
Email Marketing
Visit our store in NYC!
We are finally in NYC! Come and check out our trendy items for you. 76 Wooster street, NY Jun 5 - Aug 30 Visit website
Loyalty program
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129
Guerrilla Marketing
Location: Rockefeller Plaza, NY Duration: 1-week
130
131
Wild posting
Location: Soho, NY Brooklyn, NY
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133
Billboard
Location: Subway stations
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Sales Forecast LOCATION FOOT TRAFFIC PER DAY PERCENTAGE OF CONVERSION TRAFFIC/FALL 100,00 x.005=500 use .05-.10 conv %
(MKUP 60%) PRODUCT LOCATION FOOT TRAFFIC PER DAY slip-ons PERCENTAGE OF CONVERSION TRAFFIC/FALL heel sandals tote bag 100,00 x.005=500 shoulder bag use .05-.10 conv % earrings TOT.
(MKUP 60%) PRODUCT slip-ons heel sandals AVR.PRICE tote bag slip-ons shoulder bag heel sandals earrings tote bag TOT. shoulder bag earrings Total
AVR.PRICE slip-ons heel sandals tote bag shoulder bag earrings Total
136
Footfall Conv. % Avr.Basket Sales volume COGS
%
0.3 0.3 0.15 0.15 0.1 1
%
$ $ $ $ $ $
RETAIL 59.00 49.00 59.00 69.00 29.00 265.00
$ $ $ $ $ $
Footfall Conv. % Avr.Basket
0.3 0.3 0.15 0.15 0.1 1
RETAIL 59.00 49.00 59.00 69.00 29.00 265.00
25000 0.005 Day 1 125 0.05 $108.00 TOT.REV $675.00 $270.00 Day 1 $202.50 $202.50 $101.25 $101.25 $67.50
26000 28000 0.008 0.005 Day 2 Day 3 208 140 0.05 0.07 $108.00 $108.00 TOT.REV TOT.REV $1,123.20 $1,058.40 $449.28 $423.36 Day 2 25000 26000 Day 3 0.005 $336.96 0.008 $317.52 Day 1 $336.96 Day 2 $317.52 $168.48 $158.76 125 208 $168.48 $158.76 0.05 0.05 $112.32 $105.84
$108.00 $108.00 TOT.REV TOT.REV Sales volume $675.00 $1,123.20 COGS $270.00 $449.28 Day 1 Day 2 $202.50 $336.96 Day 1 Day 2 Day 3 $202.50 $336.96 AVR.UNIT AVR.UNIT AVR.UNIT $101.25 $168.48 3 6 5 $101.25 $168.48 4 7 6 $67.50 $112.32 2 1 2 13
3 2 4 22
Day 1 AVR.UNIT 3 4 2 1 2 13
3 2 4 21
Day 2 AVR.UNIT 6 7 3 2 4 22
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26000 0.005 Day 4 130 0.07 $108.00 TOT.REV $982.80 $393.12 28000 Day 4 0.005 $294.84 Day 3 $294.84 $147.42 140 $147.42 0.07 $98.28
24000 0.005 Day 5 120 0.08 $108.00 TOT.REV $1,036.80 $414.72 26000 Day 5 0.005$311.04 Day 4$311.04 $155.52 130 $155.52 0.07 $103.68
23000 0.005 Day 6 115 0.08 $108.00 TOT.REV $993.60 $397.44 24000Day 6 $298.08 0.005 Day $298.08 5 $149.04 120 $149.04 0.08 $99.36
23000 0.005 Day 7 115 0.08 $108.00 TOT.REV $993.60 $397.44 Day 7 23000 $298.08 0.005 Day$298.08 6 $149.04 115 $149.04 0.08 $99.36
1 Week Total 953
$6,863.40 $2,745.36
12 Week Total 11436
$82,360.80 $32,944.32
$108.00 TOT.REV $1,058.40 $423.36 Day 3 $317.52 Day 4 $317.52 AVR.UNIT $158.76 5 $158.76 6 $105.84
$108.00 TOT.REV $982.80 $393.12 Day 4 $294.84 Day 5 $294.84 AVR.UNIT $147.42 5 $147.42 6 $98.28
$108.00 TOT.REV $1,036.80 $414.72 Day 5 $311.04 Day 6 $311.04 AVR.UNIT $155.52 5 $155.52 6 $103.68
$108.00 TOT.REV $993.60 $397.44 Day 6 $298.08 Day 7 $298.08 AVR.UNIT $149.04 5 $149.04 6 $99.36
23000 0.005 Day 7 1 Week Total 115 953 0.08 $108.00 TOT.REV $993.60 $6,863.40 $397.44 $2,745.36 Day 7 $298.08 $298.08 TOT. $149.04 35 $149.04 42 $99.36
Day 3 AVR.UNIT 5 6 3 2 4 21
Day 4 AVR.UNIT 5 6 2 2 3 19
Day 5 AVR.UNIT 5 6 3 2 4 20
Day 6 AVR.UNIT 5 6 3 2 3 19
Day 7 AVR.UNIT 5 6 3 2 3 19
2 2 3 19
3 2 4 20
3 2 3 19
3 2 3 19
17 15 24 133
TOT. 35 42 17 15 24 133
12 Week Total 11436
$82,360.80 $32,944.32
Promotional Plan
Promotional plan
Social Media Product send outs Website Launch Party Email Wild posting Billboard Guerrilla Total
Pre-launch April
May
Launch Jun
July
138
August
Post-launch Sep
Costs $ $ $ $ $ $ $ $ $
5,000 10,000 5,000 15,000 5,000 15,000 5,000 30,000 90,000
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Operational Plan
Operational plan
Technolgoy Fixture Construction Rent HR wages DĂŠcor Refreshment Total
140
Pre-launch April
May
Launch Jun
July
141
August
Post-launch Sep
Costs $ $ $ $ $ $ $ $
10,000 40,000 10,000 115,500 200,000 7,000 4,000 386,500
PNL statement Profit and Loss Sales Total COGS
$ $
82,361 32,944
Operational Costs Technolgoy Fixture Construction Rent HR wages DĂŠcor Refreshment Total
$ $ $ $ $ $ $ $
10,000 40,000 10,000 115,500 200,000 7,000 4,000 386,500
Promotionla Costs Social Media Product send outs Website Launch Party Email Wild posting Billboard Guerrilla Total
$ $ $ $ $ $ $ $ $
5,000 10,000 5,000 15,000 5,000 15,000 5,000 30,000 90,000
Total Loss
$
(427,084)
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Future
Opening a permanent brick-andmortar in NYC
Expansion on other U.S. prime locations (Los Angeles, San Francisco, Chicago, Miami and etc.)
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Conclusion By understanding the brand and the need of the market, I have developed the showroom concept for an initial global expansion plan for Charles&Keith, in North America. Including the best practices of technology in the retail environment by exploring different types of technologies and social media-oriented interactive spaces allows me to understand what customers are expecting from the retailer. Unique retail concept, along with the traditional and brilliant promotional plan, will draw consumer’s attention to the brand. As a marketer, it is crucial to provide a marketing plan from a retail level to corporate that involves the customer-centric mind. This project let me explore what an element that communicates with a customer from the store level to the online experience are. By developing from retail concept to marketing initiative for the 3-month launch of showroom, I have learned how different marketing tactics will be tapping customers constantly by the brand, creating an integrated marketing plan.
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References
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