Jessica N Wooten 6 Month Plan
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Tribe-a social division in a traditional society consisting of families or communities linked by social, economic, religious, or blood ties, with a common culture and dialect
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Tribe is where you fit in. There is something for everyone. Encouraged to transition apparel items into own unique style
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Logo design: tribal pattern
Target Market • • • • • • •
Customer profile Female Age 18-30 (generation y) Single Various ethnic backgrounds Works in creative industry/ creative student Income $50000+
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City dweller Psychographics/Lifestyle: carefree, trendy/fashion forward, eclectic, artistic What she looks for in fashion :Beauty, Trends, Quality, Comfort, Ready To Wear, versatility, vintage like, loose & fitted items Brand Image Tribe is committed to designing quality apparel for the modern young woman. We value our customers freedom in her individual sense of style.
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Laidback, sense of freedom(in style), creative, good quality/fit Future brand extension (men’s, furniture, jewelry etc)
Assortment Plan • • • • •
Clusters: New York: Williamsburg Brooklyn Grand Street Chicago: Michigan Ave Miami: Collins Ave Assortments: Shirts, Outerwear, Dresses, Shorts, Shoes
• August:$802,009 September:$223,306 October:$480,238 November:239,508 December:93,453 January:70612 • Shirts:18% Outerwear:19% Dresses:19% Shorts: 21% • Shoes:22% • Price Range: Shirt:$38-$78 Outerwear:$50-$150 Dresses:$48-100 Shorts:$58-$85 Shoes:$45-100
Pyramid Planning Trend 15% Fashion 19%
Key Items 26%
Replenishment 40%
Promotional Cadence
Word Of Mouth
Print Adver@sing
Special Events
Clearance-‐ quarterly
New York • • • • • •
Williamsburg Brooklyn (borough) Various Ethnic Backgrounds Indie/Hipster Culture Rapid Development for Retail Space Art Community (Art/Design, Music, Theater) Public Transportation
Compe@tor Analysis Life Curated
Loca@on: Williamsburg Price Range: Star@ng at $65+ Focus on Trend Designer Brands Women’s Men’s Accessories Homegoods • No Ecommerce • Closed on Mondays • Blog to get informa@on out to consumers • • • • •
Dear Fieldbinder
• Brooklyn New york • Smith Street • Women’s Apparel, Shoes, Jewelry, Accessories • Candles • Private Label • Ecommerce (No Sales/Clearances) • Price Range: $40-‐250
Chicago • Michigan Avenue • Chicago Water Tower, *Art Institute Of Chicago, Millennium Park, *Magnificent Mile • Natives & Tourists • Historic/Urban • Public Transportation
Competitor Analysis Topshop
• Michigan Ave • Women’s Apparel Shoes Accessories (handbags, hair, hats, scarves..) Makeup • Sales • Ecommerce • Lookbook • Blog
Miami • • • • • • • • • • •
Collins Ave Southbeach Retail* Art Deco Fashion Trendy *Foot traffic Public Transportation Driving, Biking Artistic Community Entertainment Boutiques Hotels Great For Business
Competitor Analysis Urban Ou_i`ers
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Collins Ave Women’s Men’s Accessories Shoes Homegoods Clearance/Sale Ecommerce Open 10am M-‐F 12pm S