MARKER PEN
RAIN
VA N I L L A
PEONY
HONEYSUCKLE
ROUGE
PINK GRAPEFRUIT
FABRICS
DEVELOPMENT
OUTFIT 1
OUTFIT 2
OUTFIT 3
OUTFIT 4
OUTFIT 5
PROMOTIONAL EARRINGS
STUDIO SHOOT
ON LOCATION
marketing plan PRODUCT
PRICE M I L K P R I C I N G S T R AT E G Y Us i n g a pr i c e arc h it e c tu re m o d e l , M I L K g ar m e nt s h av e b e e n p r i c e d a t f o u r d i f f e r e n t p r i c e p o i n t l e v e l s ; I n t r o d u c t o r y, M i d R a n g e , P r e m i u m a n d To p P r i c e P o i n t s ( P o s n e r , 2 0 1 1 ) . T h i s i s t o allow customers with varying disposable incomes to be able to invest in the brand.
M I L K ’s g a r m e n t p r i c i n g s t r a t e g y u s i n g t h e c o s t - p l u s f o r m u l a ( Po s n e r, 2 0 1 1 ) h a s b e e n u s e d t o c a l c u l a t e t h e c o s t i n g s f o r t h e f i r s t s e a s o n’s s a l e s . A l l g a r m e n t s f r o m t h e collection have a retail mark-up price of x3. The RRP has, h o w e v e r, b e e n r o u n d e d u p t o h i g h e r p r i c e p o i n t s t o m a t c h M I L K ’s c o m p e t i t o r s a s t h e c o s t - p l u s m e t h o d d i d n o t r e f l e c t the brand competitors price points.
PLACE
Stores
MILK aims to be a social and conceptual brand, therefore so having an instore refreshment l o u n g e w i t h a n a r e a f o r M I L K ’s customers to relax and take a b r e a t h e r f r o m t h e i r d a y. L a r g e instore graphics will accompany the promotional accessories and The Journal
The event space allows MILK to host appropriate mindful events within its own stores and will offer VIP members exclusive access to events. The floor space has been designed as a large open space, that can be converted to smaller spaces and hired out to local businesses wanting to host events such as art exhibitions and emotional art classes. Independent companies will be charged a set fee for use of the space and can also charge admission prices to cover their costs.
The Main flagship store will be located in Kingston and will be the only MILK s t o r e w i t h i t s o w n At e l i e r. T h e s t o r e w i l l be merchandised using many of the same items of clothing but styled into different outfits to fit the customers preferences when trying on clothes.
PROMOTION
Subtle promotion techniques will be used such as the mindful post-it wall. Consumers will be encouraged to write their mindful to do list on a post it, and then share it on social media using the #milkmindfulwall Other subtle techniques such as plastic stickers will be used on the exits of the tube stairs, and around corners of the store to increase footfall.
The launch event for MILK is conceptual, where the products will be showcased in a gallery style. Mannequins will be set up around the venue displaying g a r m e n t s f r o m t h e AW 1 9 c o l l e c t i o n , s t y l e d i n a v a r i e t y o f w a y s . T h i s i s w h e r e t h e c o n c e p t o f t h e c o l l e c t i o n ( t h e F i v e s e n s e s ) r e a l l y c o m e s i n t o p l a y.
STAFF PROCESS
There will be interactive art installations from local artists to intrigue the s e n s e s . S a m p l e s o f a f u t u r e v e n t u r e i n t o f r a g r a n c e s w i l l b e s p r a y e d i n t o t h e a i r.
HEAD OFFICE STAFF
The menu will stimulate a sense of taste in an outlandish way; it will be cl ass i c a l ly s i mpl e w it h s ou r t ast i ng fo o ds su ch as L i me, B a ls am i c Vi ne g ar and Guinness. A Miracle Berry tablet will also be served alongside these foods. This will convert the sour and bitter tasting foods to sweet, thus confusing the sense of taste. Mustard, Sour Cream and BB Q Sauce will also be ser ved, but on different textured spoons. This has been proven to alter the way your brain receives taste. (Notesontheroad.com, 2012)
EVENT LAUNCH
X1 HEAD BUYER X1 ASSISTANT BUYER X1 STUDENT INTERN BUYER
S T D U N S TA N O F T H E E A S T
X1 MERCHANDISING MANAGER X1 MERCHANDISING ASSISTANT
X1 HEAD DESIGNER X1 ASSISTANT DESIGNER X1 STUDENT INTERN DESIGNER X1 PATTERN CUTTER X1 MACHINIST
X1 LOGISTICS X1 FORECASTING
X1 VISUAL MERCHANDISING
X1 CUSTOMER SERVICE MANAGER
X1 MARKETING, EVENTS AND PUBLIC RELATIONS MANAGER X1 MARKETING ASSISTANT X1 STUDENT INTERN MARKETING X1 SOCIAL MEDIA MANAGER X1 PRODUCTION ASSISTANT X PRODUCT DEVELOPER X1 WEBSITE & GRAPHIC DESIGNER X1 STOCKIST
RETAIL STAFF
X]1 HR MANAGER X1 HEAD OF RECRUITMENT
ONLINE PROCESS ENTRANCE PAGE
HOME PAGE
MENU SELECTION
CHECKOUT PROCESS
INFORMATION
BROWSING STYLE
INSTORE AND ONLINE PACKAGING
A l l P. O . S . w i l l b e b r a n d e d w i t h t h e seasonal logo. All promotional items such as swing tags, tote bags and delivery items will also be changed e a c h s e a s o n t o e n t i c e c u s t o m e r ’s d e m a n d f o r n e w e s t s e a s o n’s l o g o . The tote and drawstring bags will be offered with every purchase at MILK, to be reused however the customer would choose to use them. This should make the brand more visible and create a halo effect.
V I P M I L K L O YA L T Y D I S C O U N T C A R D S
FOLLOW ON COLLECTION
THE NEXT CHAPTER FOR MILK IS BASED ON AN EMOTIONAL OUTPUT AND THERAPIES INTO HAPPINESS INCLUDING CRAFT S AND CHILDHOOD MEMORIES WHICH ALL PRINTS ARE BASED O N . T H E S I L H O U E T T E R E P R E S E N T S C L A S S I C TA I L O R E D S T Y L E S
spring summer 2020
OUTFIT 1
OUTFIT 2
OUTFIT 4 OUTFIT 3
OUTFIT 5
R AY
UR STORY
S A LT
BASHED PURPLE
PINKED//PLASTIC
F A B R I C S H E AT H E R
COLOUR STORY
COLOUR STORY
SPRING SUMMER 2020