Jeremy Scott for Urban Outfitters
The Brand: Jeremy Scott “I try to convey joy in the clothes I design.”
• 1997 • More conceptual than wearable brand. • The brand showcases the evolution of Scott’s whimsy attitude. • “His eponymous line is an example of lowbrow culture transformed into high art.” • He keeps the spirit of pop art in his clothing.
Past Collection: Spring 2015
The Retailer: Urban Outfitters • 1976 • Their style of products are described as “hip, earthy, and unconventional.” • Lifestyle oriented • Sells everything from women’s and men’s apparel to home décor.
Target Market • • • • •
aims to serve an 18 to 30 year old target market. women. Ages 18 - 35 fashion forward, risk takers. market includes someone with a funky and unique sense of style. • creative, independent, and outgoing individuals.
Competition
Marketing Strategy • Zooming in on a particular target market – understanding what they find funny, trendy or entertaining and run with it. • The high demand of this collaboration will make traffic to both the store and the Urban Outfitters app chaotic. • Aim to make smooth and easy shopping experience for customers.
Pricing Strategy • We’re aiming to keep the Jeremy Scott aesthetic with a Urban Outfitters price. • $100 - $250 • Discounts and promotions will be utilized to get more customers to purchase the collaboration.
Customer Silhouette
•Customers with straighter silhouettes are the focus of the collaboration. •Banana •Pear
Zola • 20-30 years old • Income: $60,000 • Lives in San Diego, CA • Works at an advertising firm • Attends music festivals • Likes to have FUN
Fabric/Color Story A dark, but bright theme for summer that emerges from the depths of the ocean. Getting inspiration from creatures and plants of the sea. Colors and fabric evoke a bioluminescence and mysterious feeling that can only be found in the deepest parts of the ocean.
FABRIC & COLOR STORY
Pantone 546 C
Pantone 808 C
Pantone 811 C
Pantone 11-4201
Pantone 412 U
Delivery 1: May 15, 2016
Delivery 1: May 15, 2016
Description
Mini Dress
Color
546 C
Mini Dress With 他 Sleeve
Off the Shoulder Crop Top
Sheer Calf Length Skirt
546 C 808 C
546 C
811 C
11-4201
Size
US 0-12
US 0-12
US 0-12
US 0-12
Cost
$37
$42
$48
$80
Suggested Retail Price
$120
$130
$150
$250
Delivery 1: May 15, 2016
Description
Low Cut V-Neck Romper
Color
811 C
Racer Back Crop Top
High Waist Shorts
412 U 412 U
546 C
808 C
Size
US 0-12
US 0-12
US 0-12
Cost
$42
$32
$37
Suggested Retail Price
$130
$100
$120
Delivery 2: June 1, 2016
Delivery 2: June 1, 2016
Description
Sleeveless Turtle Neck Crop Top
Color
Layered Mini Skirt
Basic Crop Top
546 C 546 C
Sheer Knee Length Skirt
811 C 811 C
811 C
11-4201
Size
US 0-12
US 0-12
US 0-12
US 0-12
Cost
$32
$64
$32
$80
Suggested Retail Price
$100
$200
$100
$250
Delivery 2: June 1, 2016
Description
Strapless Romper
Short Sleeve Turtle Neck Crop Top
Color
Mini Skirt
412 U 808 C
Structured Top
Low Rise Shorts
811 C
412 U
811 C 808 C
546 C
Size
US 0-12
US 0-12
US 0-12
US 0-12
US 0-12
Cost
$48
$32
$64
$54
$48
Suggested Retail Price
$150
$100
$200
$170
$150
Location • Size: 200 sq ft in the center of the store • Window displays with the merchandise • Select Urban Outfitters within the US and Europe
Floor Plan
Visual Merchandising • Window displays of the merchandise • Colorful mannequins
Location in Stores • Located on the back wall • All white area – – – –
Racks Brick walls Carpet Display tables
• Clothing will be hung and folded on tables
• Light wooden hangers
Associate Training • Associates will be trained in: – – – –
Design concept Map pieces Textiles Price
• Associates will get a 50% discount the third week the line is in stores. • Associates will have two t-shirt options to wear while working when the line is in stores.
Hang Tags
Celebrity & Blogger Endorsements • endorsers will post our product on their social media websites and tag the brand- Facebook, Instagram, & Twitter. • in exchange for access to the seasons line before it lands on the runway. • bloggers will receive access to the fashion show-
Urbanoutfitters.com
Social Media Advertising
Social Media Advertising
Social Media Advertising
Advertising at Bus Stops
Advertising in The Subway
Public Relations • Magazine ads/articles. – Vogue, Elle, & Harper’s Bazaar
Public Relations • Women’s Wear Daily – Article on the website announcing the launch of the new line.
Public Relations • Business of Fashion – Article on the website announcing the launch of the new line.
Launch Event • Held in Philadelphia, PA – Headquarters • May 4, 2016 from 7pm-1am • Top 3 Urban stores in the U.S. will come together for an exclusive launch event. • Bloggers and celebrity endorsers will attend. – This is how they will receive their merchandise.
• Entertainment – Live music – Food – Drinks
• Event space & table decorations