Cheeky !!!by!!
KENZO!
Jessica!Keyes!
Table of Contents Executive Summary………………………………………………………………..3 Mission Statement, Vision Statement, Brand Rationale………………………….4 Social Responsibility……………………………………………………………….5 Customer Profile…………………………………………………………………..6 Customer Narrative……………………………………………………………..7-8 Inspiration Images………………………………………………………………...9 Group Overview Images………………………………………………………….10 Classification Plan………………………………………………………….…11-12 Classification Plan Master Page………………………………………………….13 Cost Sheets………………………………………………………………….....14-23 Line Sheets…………………………………………………………………….24-25 Brand Identity, Selling Appeal, Distinct Characteristics…………………….....26 Retail Partner………………………………………………........………………..27 Production Calendar……………………………………………………………..28 Purchase Order…………………………………………………………………...29 Purchase Invoice………………………………………………………………….30 Sales Projections………………………………………………………………….31 Sales Projections Master Page……………………………………………………32 Floor Plan………………………………………………………………………...33 Marketing Plan………………………………………………………………..34-36 Press Kit…………………………………………………………………………...37 Pitch Letter………………………………………………………………………..38 Press Release………………………………………………………………………39 Line Sheets……………………………………………………………………..40-41 Recent News……………………………………………………………………….42 About the Designers………………………………………………………………43 Bibliography……………………………………………………………………….44
!
2!
Executive Summary Cheeky by KENZO The concept of this project is rooted in KENZO brands beautiful and eclectic execution of intricate patterns and prints. Just as KENZO features a wide array of nature inspired collections, I found myself also inspired by nature, specifically the sexual silhouette’s that can often be found within it. I strived to provide our girl with luxurious, fun, and flirty lingerie, lounge, and sleepwear touched by the KENZO creative hand. I wanted each piece to be wearable mixed and matched so that our girl could have the stylistic freedom to express herself in her loungewear just as she would in her day wear.
!
3!
Mission Statement The brand is injected with a youthful spirit and a sense of fun and cheekiness through voluminous, color-blocked clothes, airy silhouettes, and intricate prints. We respect and preserve the traditions of the KENZO house, such as the importance of prints and the sense of worldliness and travel that has been intrinsic to every collection in the history of KENZO.
Vision
Statement
We hope to spread our sense of youth and playfulness by expanding our already global brand into two new United States locations, Chicago, IL and Los Angeles, CA by the year 2020.
Brand Rationale We are providing our customers with luxurious, contemporary sleepwear and under garments that are just as cheeky and playful as the rest of their closet.
!
4!
Social Responsibility Partner Blue Marine Foundation In a statement the designers said, “We were eager to partner with a visionary organization that spoke about how we could live in harmony with the ocean. As we researched different charitable associations, we discovered the Blue Marine Foundation to be the perfect match. We are extremely excited about this long term partnership between KENZO and the Blue Marine Foundation and hope to create more and more awareness to this issue.” KENZO has previously launched a line of unisex sweatshirts and t-shirts, all bearing the slogan “No Fish No Nothing” available online and in stores, in a bid to create awareness of this issue and to financially support the Blue Marine Foundation.
!
5!
Customer Profile
!
6!
Customer Narrative It's Wednesday and Harper opens her eyes just a few minutes before her iPhone alarm starts going off. She sets it slightly later than usual today since she was at a gallery opening in downtown LA the night before where she maybe had a little too much red wine. The slight hangover doesn't bother her much, but she decides to put off the gym for after work, or better yet tomorrow. She twists her long hair into a bun as she washes her face and starts her morning. As a 25-year-old freelance wardrobe stylist she typically gets to enjoy her mornings. Today she starts with a big bowl of her favorite seasonal fruits: watermelon, mango, and pineapple. She eats as she scrolls through her Instagram feed- Oyster Magazine, Opening Ceremony, and some of her favorite local artists. She browses Facebook and spends a little time reblogging on Tumblr before she tires of that. Harper is set to meet a client for lunch to discuss pulling some looks for an upcoming event. She decides to wear her black fitted DKNY dress that hits just above the knee she thrifted at the designer consignment store around the corner for her apartment. She applies some NARS concealer, a little bit of bronzer, mascara and lavender eyeliner for a pop. She untwists her hair from the bun, puts a little bit of smoothing product in and tousles it up a bit. She's always been a fan of the put together but a little messy look. She buckles up her white Acne combat boots, since she'll be walking to the restaurant, slides on some chunky jewelry, grabs her light wash denim jacket and a cool statement clutch.
!
7!
Once she arrives to lunch though what she really wants to order is the turkey and brie baguette sandwich, she decides to make a compromise since she skipped the gym and get the salmon, goat cheese and orange salad. A decision she can easily live with. They talk the details of the event and Harper takes notes in her baby pink Moleskin. The client is one Harper has worked with countless times before so there's no need to get to know her or understand her style. She comes to Harper because she likes her eye for the unique pieces, flattering silhouettes and ability to create a look from head-to-toe. Harper says goodbye to her client and goes shopping for some looks to pull, and probably find some things for herself. When it comes to her personal style she likes to mix vintage and resale with trendy, cool, and edgy pieces from current collections. After some shopping she remembers her plans to make dinner for her and a friend tonight so she makes a quick stop at Whole Foods for some ingredients. Once home, she puts away her groceries and relaxes on the couch to Gia with Angelina Jolie. For dinner she's making crab cakes with prosciutto asparagus because she can't get enough seafood once it's summer. Her good friend Noah comes over and they get to cooking. They enjoy crab cakes and gin and tonics while they laugh over stories of the opening the night before. As they have a few more drinks they discuss their current male dilemmas and smoke more cigarettes then they intended. They say they'll stop when they turn 26. Harper says goodbye to Noah around midnight, she cleans up the kitchen, does the dishes and gets ready for bed. As she washes the day from her face and changes into a big, soft tank and a cute pair of underwear suitable for sleeping she anticipates what tomorrow has to offer.
!
8!
!
9!
Group Overview Images Cheeky by KENZO
!
10!
Classification Plan Cheeky by KENZO Year: 2015- 15 2016- 16 2017- 17 2018- 18 2019- 19 2020- 20
Season: Fall- F Winter/Holiday- W Resort- R Spring- G Summer- S Transition- T
Clothing: Bras- B Underwear- U Body Suits- O Kimono Robes- K Night Gowns- N Sleep Shorts- S
!
11!
Classification Plan Cheeky by KENZO Subclasses: Bras Underwire- 0 Soft- 1 Underwear High waist- 0 Low rise- 1 Bodysuits Racer back- 0 Scoop back- 1 Kimono Robes Long- 0 Short- 1 Nightgowns Long- 0 Short- 1 Sleep Short High waist- 0 Low rise- 1 Colors Pink- 01 Blue- 02 Black- 03 White- 04 Yellow- 05
!
12!
Classification Master Page Cheeky by KENZO
“Calla Soft”- #15GB1-01- Printed Soft Bra (calla lily print on pink background) “Calla”- #15GB0-02- Printed Underwire Bra (calla lily print on blue background) “Cacti”- #15GU1-01- Printed Low rise Panties (cactus print on pink background) “Cactus”- #15GU0-02- Printed High rise Panties (cactus print on blue background) “Clouds”- #15GO1-02- Printed Scoop back Bodysuit (blue and white cloud print) “Aloe”- #15GO0-03- Printed Racer back Bodysuit (aloe plant print on black background) “Sky”- #15GN1-02- Printed Short Slip Nightgown (blue and white cloud print) “Palm”- #15GN0-01- Printed Long Nightgown (green palm print on pink background) “Cream”- #15GS0-04- Solid Sleep Shorts (white) “Orchid”- #15GK1-05- Printed Short Kimono Robe (white orchid print on pale yellow background)
!
13!
Line Sheets Cheeky by KENZO Jessica Keyes Spring 2015 Delivery: February 1, 2015- April 1, 2015
Colors: Pink, Blue, Green, Yellow, Black, and White Sizes: XS-XL !
! ! Printed Soft Bra Style #:15GB1-01 $19.00/$38.00
! ! Printed High Rise Panties Style #: 15GU0-02 $19.00/$38.00
!
! Printed Underwire Bra Style #: 15GB0-02 $24.00/$48.00
!!!!!!!!!!!!
Printed Low Rise Panties Style #: 15GU1-01 $14.00/$28.00
!!!!!!!!!!!!!!!!!!!!!!
Scoop Back Bodysuit Style #: 15GO1-02 $34.00/$68.00
14!
Racer Back Bodysuit Style #: 15GO0-03 $34.00/$68.00
!
! ! ! Solid Sleep Shorts Style #: 15GS0-04 $38.00/$76.00 ! ! ! !
!!!!!!!!!!!!!!!!!!!!!!!!!!
Short Printed Kimono Robe Style #: 15GK1-05 $84.00/$168.00 !
!
!!!!!!!!!!!!!!!!!!
Short Slip Nightgown Style #: 15GN1-03 $49.00/$98.00
!!
15!
Long Slip Nightgown Style #: 15GN0-01 $54.00/$108.00
!
Brand Identity!
Fun. Eye-catching. Youthful.
Selling Appeal
Our customers are initially attracted to C h e e k y by KENZO because of the brand’s wellknown heritage for fun, and youthful luxury pieces C h e e k y by KENZO will provide our target market with reasonably priced KENZO brand sleepwear and loungewear that is well made and unique. • • •
Well priced luxury sleep/ loungewear Company heritage Status
Distinct Characteristics
Our customers’ love KENZO’s take on sleepwear through the brand’s use of eye-catching prints. The pieces are different enough where the customer wants to own all of them, yet similar enough to mix and match. • • •
Unique patterns Use of color Mix and Match pieces
! !
16!
!
Retail Partner & Distribution NORDSTROM: Arizona, Chicago, Connecticut, Los Angeles, Michigan, New York, Rhode Island, Santa Monica, San Francisco- 2 locations, Seattle
!
17!
Production Calendar February
Research industry trends • Define customer
•
March
• Concepts • Mood/Inspiration board • Color story and Textile options
April
•
• Design and sketch Define silhouette and Create patterns
May
•
• Begin samples Cut and sew- Outsourcing if necessary
June
•
Send samples to showrooms and Meet with buyers
July
•
Purchase orders and Line edits
August
•
Major Production and Models fittings
September
NY Fashion Week
•
October
Tags and Packaging
•
November
•
Prepare shipment and Ship to retailers
December •
Ship to retailers
January •
!
In stores
18!
Sales Projections- Cheeky by KENZO Master Page
1. Introductory: 4 weeks Beginning on Hand Sales Ending on Hand 2. Maintenance: 4 weeks Beginning on Hand
Units 200 56 144
60% 144
Sales
83
Ending on Hand
61
3. Clearance: 2 weeks Beginning on Hand
!
30%
10% 61
Sales
61
Ending on Hand
0
19!
Floor Plan
Clearance
Registers
Carpet to Differentiate
Four!Ways!
Aisle!
Aisle !
Entrance !
20!
!
Front Table with Custom Signage
Marketing Plan Cheeky by KENZO Introduction Phase:
Budget: $7,530.60 * 40% = $3,012.24 Objective: Our objective is to introduce C h e e k y by KENZO to customers as well as to penetrate a new market segment. Strategy: We will use Nordstrom’s catalogue to advertise the new collection by KENZO. We will also hold a launch event at two of the participating Nordstrom locations. We will use Social Media to market our launch events as well as the new collection. Tactic: We will use both KENZO and Nordstrom’s Instagram to post photos of the collection and include Twitter to announce our launch events. The launch event will be held at one of the San Francisco locations as well as the New York locations the first Friday the merchandise lands in stores. The event will take place from 7:00-10:00pm and will include refreshments and hors d’oeuvres Control Method: We will include a free pair of KENZO slippers as a gift with purchase only available during our launch event. Executive Teams: The Marketing Manager and Event Coordinator will be in charge of the launch events, social media posts, and including Cheeky by KENZO in the Nordstrom’s spring Catalogue.
!
21!
Marketing Plan Cheeky by KENZO Maintenance Phase:
Budget: $3,012.24 * 30% = $903.67 Objective: Our objective is to gain customer brand loyalty and engage new customers interest in C h e e k y by KENZO. Strategy: We will use Social Media to continue to advertise the brand and reach customers. We will also mail out postcards to Nordstroms top 20% loyalty customers, as well as send email blasts to the remaining Nordstrom Customers. Tactic: We will continue to post photos of the collection Instagram to advertise C h e e k y by KENZO and our one-hour-only sale. Our post cards and email blasts will exist to tell our customers about the online one-hour only sale. Control Method: Nordstrom will hold a one-hour only sale online for C h e e k y by KENZO. Items will be 20% off from 9:00-10:00pm. Executive Teams: The Marketing Manager and PR Team will be in charge of sending out post cards, and email blasts for our one-hour-only online sale.
!
22!
Marketing Plan Cheeky by KENZO Clearance Phase:
Budget: $903.67 * 30% = $271.10 Objective: Our goal is to reduce our inventory of C h e e k y by KENZO as much as possible. Strategy: We will use Facebook, Instagram and Twitter Social Medias to continue to advertise C h e e k y by KENZO merchandise. We will send out additional email blasts to all new and existing Nordstrom Customers. Tactic: Through the use of Facebook, Instagram, Twitter as well as email blasts we will promote our Buy-One-Get-One Free sale. The sale will happen all day FridaySunday. Control Method: We will have a Buy-One-Get-One Free sale on all panties and bras beginning Friday and ending Sunday. Executive Teams: The Marketing Manager and PR Coordinator will be in charge of email blasts and social media posts.
!
23!
Press Kit
Pitch Letter ~ Press Release ~ Line Sheets ~ Recent News ~ About the Designers
!
24!
Pitch Letter July 8, 2014 Jessica Keyes Brand Ambassador KENZO 555 Surf St San Franciscio, CA 94101 Dear Olivia Kim, We are pleased to announce a new line for the KENZO brand coming spring of 2015. The collection, C h e e k y by KENZO and includes lingerie, sleep, and loungewear. Some pieces incorporated into the C h e e k y by KENZO collection include: bras, panties, body suits, nightgowns, and a kimono inspired robe. We are excited to announce the newest collection under the KENZO brand, and even more excited for our partnership with NORDSTROM. We trust NORDSTROM will announce the Cheeky by KENZO collection through their beautifully made catalogue and well kept website in order to engage and introduce customers to the new collection. Thank you for your time. Sincerely, Jessica Keyes
!
25!
Press Release PARIS FASHION HOUSE KENZO TO RELEASE NEW LUXURY LINGERIE, LOUNGE AND SLEEPWEAR COLLECTION. The French fashion house has recently announced a new collection under the KENXO brand, to land in stores spring of 2015. Cheeky by KENZO will feature mix and match pieces to entice new and loyal customers alike. Some pieces included in the luxury lingerie, lounge, and sleepwear collection include bras, panties, body suits, nightgowns, and a kimono inspired robe. Keeping with the tradition of the KENZO house the collection will feature a wide array of playful and colorful prints. Silk, cotton jersey, and spandex are the main textiles incorporated into the collection. “We wanted to provide our customers with sleep and loungewe that is just as exciting as the rest of their wardrobe,” said brand ambassador Jessica Keyes. C h e e k y by KENZO will partner up with NORDSTROM to distribute the collection throughout 11 different locations along each coast and will also be available online through NORDSTROMS website. C h e e k y by KENZo will hit stores in spring of 2015.
!
26!
Line Sheets Cheeky by KENZO Jessica Keyes Spring 2015 Delivery: February 1, 2015- April 1, 2015
Colors: Pink, Blue, Green, Yellow, Black, and White Sizes: XS-XL !
! ! Printed Soft Bra Style #:15GB-01 $38.00
! ! Printed High Rise Panties Style #: 15GU0-02 $38.00 !
! Printed Underwire Bra Style #: 15GB0-02 $48.00
!!!!!!!!!!!!
Printed Low Rise Panties Style #: 15GU1-01 $28.00
!!!!!!!!!!!!!!!!!!!!!!
Scoop Back Bodysuit Style #: 15GO1-02 $68.00 27!
Racer Back Bodysuit Style #: 15GO0-03 $68.00
!
!
! ! ! Solid Sleep Shorts Style #: 15GS0-04 $76.00 ! ! ! !
!!!!!!!!!!!!!!!!!!!!!!!!!!
! Short Printed Kimono Robe Style #: 15GK1-05 $168.00 !
!!!!!!!!!!!!!!!!!!
Short Slip Nightgown Style #: 15GN1-03 $98.00
!
28!
Long Slip Nightgown Style #: 15GN0-01 $108.00
!
Recent News !
After a countdown week of teaser GIFS, we are excited to finally reveal the KENZO Fall/Winter 2014 campaign, our third collaboration with the trio from Toiletpaper Magazine! The KENZO Fall-Winter 2014 campaign takes us on a mysterious journey to an unfamiliar world. A place where the ordinary is slightly distorted, mirrors lead to other dimensions, and the strange and beautiful coexist in singular harmony... Here is an exclusive look at the 12 campaign visuals, for men and women, KENZO kids, watches and accessories! Carol Lim: "This being our third collaboration, we were interested in figuring out ways to evolve the past concepts into something that felt different but still in the spirit of both KENZO and TOILETPAPER. Since the collection was inspired by David Lynch, it was natural for us to incorporate some of the emotions we experience when seeing his work."Our mysterious muse for Fall/Winter 2014, the legendary Guinevere van Seenus. Humberto Leon: "Guinevere really feels like a woman who could live in David Lynch's world and could emulate the range of charactor one could see in his movies. We loved how she plays on the subtly ambiguous relationship with Robbie. It's part of the process of trying to discern what's really going on."
!
29!
About the Designers
The fashion house of KENZO was started in 1970 as Jungle Jap, a boutique in Paris at Galerie Vivienne where the founder Kenzo Takada, sold his handmade women's collection. The flagship KENZO store was opened at 3 Place des Victoires in 1976, and the brand expanded into a full Parisian fashion house. KENZO debuted its first men’s ready-to-wear collection in 1983, and its kids and home collections in 1987, followed by KENZO fragrances in 1988. In 1993, KENZO joined the LVMH Group. In 1999, KENZO marked its 30 t h anniversary and the retirement of its Artistic Director Kenzo Takada. In July 2011, Carol Lim & Humberto Leon, founders of the OPENING CEREMONY fashion retail stores and private label collection were appointed Creative Directors of KENZO. Using the brand’s DNA, the duo have given KENZO their take on the revolutionary spirit with which the brand was founded. For the Autumn/Winter 2012 campaign, Carol and Humberto worked with legendary French artist Jean-Paul Goude. In July 2012 Humerto and Carol reintroduced the jungle to the KENZO brand. Today, with Carol and Humberto's passion for spontaneity and fun, KENZO has a fresh attitude with respect for the heritage of the brand. !
30!
Bibliography 1. About | Kenzo.com." About | Kenzo.com. N.p., n.d. Web. July 2014.
2. "KENZO TV - the KENZO Official Video Blog | Kenzo.com." KENZO TV - the KENZO Official Video Blog | Kenzo.com. N.p., n.d. Web. 15 July 2014. 3. "Printing - Humberto Leon and Carol Lim - Interview Magazine." Printing - Humberto Leon and Carol Lim - Interview Magazine. Interview Magazine, n.d. Web. June 2014.
!
31!