Rodarte portfolio by Kellen Mulcahy

INTIMATES

Kellen Mulcahy Merchandising: Concept to Consumer

TABLE OF CONTENTS Mission Statement Mission Philosophy Mood Board Demographics Psychographics Style Numbering System Model Line Sheets Cost Sheets Development Calendar Unit Distribution Sheets Invoice Introductory Floor Plan Fixtures Maintenance Floor Plan Clearance Floor Plan Marketing Plan/Calendar Press Release

MISSION STATEMENT RODARTE INTIMATES is an intricately crafted lingerie line inspired by the modern femininity of the Rodarte woman. Innovative and conceptual designs present in the collection elevate the female body while reflecting themes of power, passion, and romance. RODARTE INTIMATES sources the highest quality fabrics from around the globe to deliver unparalleled unique, luxury garments.

MISSION PHILOSOPHY RODARTE INTIMATES believes in elevating the beauty of the female body through innovative and conceptual lingerie designs. Personalized styling services offered by our professionally trained staff create an incomparable experience for every client who enters our intimate, alluring boutiques around the globe. Our luxury RODARTE INTIMATES garments will be made available beginning January 2017.

INTIMATES Â

DEMOGRAPHICS CUSTOMER PROFILE Segmentation Types/Bases

Illustrative Categories

Geographic Segmentation Region City Size Population density Climate

North East 500,000+ Urban Hot, Temperate, Cold

Age Gender Household size Income Occupation Education

26-39 Female 1-2 Persons $150,000+ Professional College Graduate

Culture Sub culture Religion National origin Race Social Class

All

Marital status Psychographics

Single (Dating) Achievers

Degree of knowledge Benefits sought Attitude

Expert Prestige Positive

Brand loyalty Store loyalty Usage rate User status Payment method Media usage Usage situation

Divided Divided Light Current User Credit Card Magazines, Newspapers, Television Home

Demographic Segmentation

Sociocultural Segmentation

All All All Upper-Class

Affective and Cognitive Segmentation

Behavioral Segmentation

PSYCHOGRAPHICS CUSTOMER PROFILE (PSYCHOGRAPHICS) Occupa8on Editoral Stylist, Harper's Bazaar Where do they live?

New York, NY -‐ Chelsea

Rela8onship Status

Single, No kids

Educa8on Level

College Graduate

Degree

Journalism and Art DirecDon BA

Life Stage

Empty Nester

Favorite Movie Restaurant Magazine Music Ar8sts/Art Movement

Breakfast at Tiﬀany's Rosemary's Harper's Baazar Florence and the Machine, The Beatles Franze Kline/Abstract Expressionism

Tech-‐Savvy?

Yes

Shopping PaNerns Favorite Designer Favorite Store Shopping AOtude

ValenDno Dover Street Market Quality Focused

Vaca8ons

Paris, Rome

Poli8cal Views

Democrat

Hobbies

Photography, Dancing

STYLE NUMBERING SYSTEM 1

YEAR 1

2017

SEASON A

SPRING

CLASS 1 2 3 4

BRAS PANTIES BODYSUITS SLIPS

SUB CLASS 1 BRAS 1 2 3 4

DEMI TRIANGLE STRAPLESS BRALETTE

PANTIES

1 2 3 4

THONG BRIEF HIGH-WAIST BRIEF HIGH-WAIST BACKLESS BRIEF

BODYSUITS

BODYSUIT

SLIPS

1 2

SHORT LONG

COLOR 1 2 3 4 5 6

PLUM PEONIE BLANC TEAL MERLOT BLACK

FABRICATION 1 LACE 2 SILK

SIZE 1 2 3 4 5 6 7 8 9 A B C D E F G

32A 34A 36A 38A 32B 34B 36B 38B 32C 34C 36C 38C 32D 34D 36D 38D

EXAMPLE: 1 2017 2 SPRING 3 BRA 4 TRIANGLE 5 PLUM 6 LACE 7 32A

H I J K L M N O P

1A12111

XS S M L 0 2 4 6 8

MODEL LINE SHEET §  Lili Lace Strapless Bra: 1A13611 §  Fabrication: §  100% Corded Lace

§  Sizes: 32A-38D §  Retail Price: $500.00 §  Can Be Worn With: Tuli High-Waist Brief

MODEL LINE SHEET §  Jasmine Silk High-Waist Brief: 1A2322H §  Fabrication: §  50% Corded Lace, 50% Silk Charmeuse §  Lining: 100% Cotton

§  Sizes: XS-L §  Retail Price: $685.00 §  Can Be Worn With: Iris Demi Bra

MODEL LINE SHEET §  Daise Lace Body Suit: 1A3161L §  Fabrication §  60% French Chantilly Lace §  30% Silk Charmeuse §  10% Silk Organza

§  Sizes: 0-8 §  Retail Price: $2,100.00 §  To Be Worn Alone

COST SHEET

DEVELOPMENT CALENDAR FASHION MERCHNDISING PLANNING CALENDAR SEASON/YEAR:

MONTH MARCH APRIL STEP 1 Research market, packaging & scents STEP 2 Begin to design & sketch STEP 3

STEP 4

STEP 5

STEP 6

STEP 7

STEP 8

STEP 9

STEP 10

STEP 11

STEP 12

SPRING 2017

MAY

JUNE

IN-STORE DELIVERY:

JULY

AUGUST

SEPTEMBER

OCTOBER

January, 2017

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

Swatch & begin to make samples Early production, retail orders placed Major production begins Major production continued… Major production… in-store promotions Shipping period, in-store promotions Shipping period, in-store promotions Shipping continued…

Store set up

Track retail selling, plan for next season

UNIT DISTRIBUTION PLAN UNIT DISTRIBUTION PLAN VENDOR NAME

BEGIN SHIP

COMPLETE

LABEL

RODARTE

10/1/16

1/1/17

RODARTE

SEASON SPRING 2017

NEW ORDER

SHIPPED:

ORDINARY

SIZE STYLE # 1A13211 1A13212 1A13213 1A13214 1A13215 1A13216 1A13217 1A13218 1A13219 1A1321A 1A1321B 1A1321C 1A1321D 1A1321E 1A1321F 1A1321G 1A13511 1A13512 1A13513 1A13514 1A13515 1A13516 1A13517 1A13518 1A13519 1A1351A 1A1351B 1A1351C 1A1351D 1A1351E 1A1351F 1A1351G

DESCRIPTION Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra Lili Lace Strapless Bra GRAND TOTAL

COLOR Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Peonie Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot Merlot

32A 34A 36A 38A 32B 34B 36B 38B 32C 34C 36C 38C 32D 34D 36D 38D 6 6 4 2 6 6 4 2 6 6 4 2 4 2 2 2 3 3 2 2 3 3 2 2 3 3 2 2 2 2 2 2

TOTAL UNITS WHOLESALE RETAIL TOTAL WHOLESALE TOTAL RETAIL 6 $221.94 $500.00 $1,331.64 $3,000.00 6 $221.94 $500.00 $1,331.64 $3,000.00 4 $221.94 $500.00 $887.76 $2,000.00 2 $221.94 $500.00 $443.88 $1,000.00 6 $221.94 $500.00 $1,331.64 $3,000.00 6 $221.94 $500.00 $1,331.64 $3,000.00 4 $221.94 $500.00 $887.76 $2,000.00 2 $221.94 $500.00 $443.88 $1,000.00 6 $221.94 $500.00 $1,331.64 $3,000.00 6 $221.94 $500.00 $1,331.64 $3,000.00 4 $221.94 $500.00 $887.76 $2,000.00 2 $221.94 $500.00 $443.88 $1,000.00 4 $221.94 $500.00 $887.76 $2,000.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 3 $221.94 $500.00 $665.82 $1,500.00 3 $221.94 $500.00 $665.82 $1,500.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 3 $221.94 $500.00 $665.82 $1,500.00 3 $221.94 $500.00 $665.82 $1,500.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 3 $221.94 $500.00 $665.82 $1,500.00 3 $221.94 $500.00 $665.82 $1,500.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 2 $221.94 $500.00 $443.88 $1,000.00 791

$250,466.76

$515,610.00

UNIT DISTRIBUTION PLAN UNIT DISTRIBUTION PLAN VENDOR NAME

BEGIN SHIP

COMPLETE

LABEL

RODARTE INTIMATES

10/1/16

1/1/17

RODARTE INTIMATES

SEASON SPRING 2017

NEW ORDER

SHIPPED:

ORDINARY

SIZE STYLE # 1A31311 1A31312 1A31313 1A31314 1A31315 1A31611 1A31612 1A31613 1A31614 1A31615 1A41221 1A41222 1A41223 1A41224 1A41225 1A41621 1A41622 1A41623 1A41624 1A41625 1A42121 1A42122 1A42123 1A42124 1A42125 1A42421 1A42422 1A42423 1A42424 1A42425 1A42621 1A42622 1A42623 1A42624 1A42625

DESCRIPTION Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Daise Lace Body Suit Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Zinia Short Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip Bella Long Slip GRAND TOTAL

COLOR Blanc Blanc Blanc Blanc Blanc Black Black Black Black Black Peonie Peonie Peonie Peonie Peonie Black Black Black Black Black Plum Plum Plum Plum Plum Teal Teal Teal Teal Teal Black Black Black Black Black

0 4

6 6 4 3 6 9 9 6 4 4 6 6 4 3 6 8 8 6 3 2 3 3 2 2 2 3 3 2 2 2 3 3 2 2

TOTAL UNITS 4 6 6 4 3 6 9 9 6 4 4 6 6 4 3 6 8 8 6 3 2 3 3 2 2 2 3 3 2 2 2 3 3 2 2 147

WHOLESALE $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,047.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $1,133.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94 $2,533.94

RETAIL TOTAL WHOLESALE TOTAL RETAIL $2,100.00 $4,191.76 $8,400.00 $2,100.00 $6,287.64 $12,600.00 $2,100.00 $6,287.64 $12,600.00 $2,100.00 $4,191.76 $8,400.00 $2,100.00 $3,143.82 $6,300.00 $2,100.00 $6,287.64 $12,600.00 $2,100.00 $9,431.46 $18,900.00 $2,100.00 $9,431.46 $18,900.00 $2,100.00 $6,287.64 $12,600.00 $2,100.00 $4,191.76 $8,400.00 $2,300.00 $4,535.76 $9,200.00 $2,300.00 $6,803.64 $13,800.00 $2,300.00 $6,803.64 $13,800.00 $2,300.00 $4,535.76 $9,200.00 $2,300.00 $3,401.82 $6,900.00 $2,300.00 $6,803.64 $13,800.00 $2,300.00 $9,071.52 $18,400.00 $2,300.00 $9,071.52 $18,400.00 $2,300.00 $6,803.64 $13,800.00 $2,300.00 $3,401.82 $6,900.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $7,601.82 $15,300.00 $5,100.00 $7,601.82 $15,300.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $7,601.82 $15,300.00 $5,100.00 $7,601.82 $15,300.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $7,601.82 $15,300.00 $5,100.00 $7,601.82 $15,300.00 $5,100.00 $5,067.88 $10,200.00 $5,100.00 $5,067.88 $10,200.00 $212,187.18 $427,500.00

UNIT DISTRIBUTION PLAN UNIT DISTRIBUTION PLAN VENDOR NAME

BEGIN SHIP

COMPLETE

LABEL

RODARTE INTIMATES

10/1/16

1/1/17

RODARTE INTIMATES

SEASON SPRING 2017

NEW ORDER

SHIPPED:

ORDINARY

SIZE STYLE # 1A23221 1A23222 1A23223 1A23224 1A23521 1A23522 1A23523 1A23524 1A23621 1A23622 1A23623 1A23624 1A22111 1A22112 1A22113 1A22114 1A22411 1A22412 1A22413 1A22414 1A22511 1A22512 1A22513 1A22514 1A22611 1A22612 1A22613 1A22614 1A24211 1A24212 1A24213 1A24214 1A24511 1A24512 1A24513 1A24514 1A24611 1A24612 1A24613 1A24614 1A21211 1A21212 1A21213 1A21214 1A21311 1A21312 1A21313 1A21314

DESCRIPTION Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Jasmine Silk High-Waist Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Lotus Lace Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Tuli High-Waist Backless Brief Cala Lace Thong Cala Lace Thong Cala Lace Thong Cala Lace Thong Cala Lace Thong Cala Lace Thong Cala Lace Thong Cala Lace Thong Total Grand Total

COLOR Peonie Peonie Peonie Peonie Merlot Merlot Merlot Merlot Black Black Black Black Plum Plum Plum Plum Teal Teal Teal Teal Merlot Merlot Merlot Merlot Black Black Black Black Peonie Peonie Peonie Peonie Merlot Merlot Merlot Merlot Black Black Black Black Peonie Peonie Peonie Peonie Blanc Blanc Blanc Blanc

XS 10

20 20 10 4 8 8 4 10 20 20 10 4 8 8 4 6 12 12 6 6 12 12 6 16 28 28 16 10 20 20 10 5 10 10 5 12 24 24 12 30 60 60 30 20 40 40 20

TOTAL UNITS 10 20 20 10 4 8 8 4 10 20 20 10 4 8 8 4 6 12 12 6 6 12 12 6 16 28 28 16 10 20 20 10 5 10 10 5 12 24 24 12 30 60 60 30 20 40 40 20 790 1728

WHOLESALE $342.94 $342.94 $342.94 $342.94 $342.94 $342.94 $342.94 $342.94 $342.94 $342.94 $342.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $387.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $417.94 $447.94 $447.94 $447.94 $447.94 $447.94 $447.94 $447.94 $447.94

RETAIL TOTAL WHOLESALE TOTAL RETAIL $685.00 $3,429.40 $6,850.00 $685.00 $6,858.80 $13,700.00 $685.00 $6,858.80 $13,700.00 $685.00 $3,429.40 $6,850.00 $685.00 $1,371.76 $2,740.00 $685.00 $2,743.52 $5,480.00 $685.00 $2,743.52 $5,480.00 $685.00 $1,371.76 $2,740.00 $685.00 $3,429.40 $6,850.00 $685.00 $6,858.80 $13,700.00 $685.00 $6,858.80 $13,700.00 $775.00 $3,879.40 $7,750.00 $775.00 $1,551.76 $3,100.00 $775.00 $3,103.52 $6,200.00 $775.00 $3,103.52 $6,200.00 $775.00 $1,551.76 $3,100.00 $775.00 $2,327.64 $4,650.00 $775.00 $4,655.28 $9,300.00 $775.00 $4,655.28 $9,300.00 $775.00 $2,327.64 $4,650.00 $775.00 $2,327.64 $4,650.00 $775.00 $4,655.28 $9,300.00 $775.00 $4,655.28 $9,300.00 $775.00 $2,327.64 $4,650.00 $775.00 $6,207.04 $12,400.00 $775.00 $10,862.32 $21,700.00 $775.00 $10,862.32 $21,700.00 $775.00 $6,207.04 $12,400.00 $840.00 $4,179.40 $8,400.00 $840.00 $8,358.80 $16,800.00 $840.00 $8,358.80 $16,800.00 $840.00 $4,179.40 $8,400.00 $840.00 $2,089.70 $4,200.00 $840.00 $4,179.40 $8,400.00 $840.00 $4,179.40 $8,400.00 $840.00 $2,089.70 $4,200.00 $840.00 $5,015.28 $10,080.00 $840.00 $10,030.56 $20,160.00 $840.00 $10,030.56 $20,160.00 $840.00 $5,015.28 $10,080.00 $900.00 $13,438.20 $27,000.00 $900.00 $26,876.40 $54,000.00 $900.00 $26,876.40 $54,000.00 $900.00 $13,438.20 $27,000.00 $900.00 $8,958.80 $18,000.00 $900.00 $17,917.60 $36,000.00 $900.00 $17,917.60 $36,000.00 $900.00 $8,958.80 $18,000.00 $323,302.60 $648,220.00 $785,956.54 $1,591,330.00

INVOICE INVOICE Date 1/1/17

P.O. Number 1244 Quan8ty 8 8 6 4 8 8 6 4 8 8 6 4 4 4 2 2 4 4 2 2 4 4 2 2 4 4 2 2 4 4 2 2

Bill To: Rodarte InDmates 140 Spring Street New York, NY 10012

Terms 01/2017 COD

Rep 13

Style # 1A11221 1A11222 1A11223 1A11224 1A11225 1A11226 1A11227 1A11228 1A11229 1A1123A 1A1123B 1A1123C 1A1123D 1A1123E 1A1123F 1A1123G 1A11521 1A11522 1A11523 1A11524 1A11525 1A11526 1A11527 1A11528 1A11529 1A1153A 1A1153B 1A1153C 1A1153D 1A1153E 1A1153F 1A1153G

Ship

Via Truck

Descrip8on Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Peonie Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot Iris Silk Demi Bra: Merlot

Ship To: Rodarte InDmates 140 Spring Street

F.O.B. Store

Rodarte InDmates

Price Each $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $496.94

Invoice # 10011

Label/ Brand

Total Amount

$3,967.52 $3,967.52 $2,975.64 $1,983.76 $3,967.52 $3,967.52 $2,975.64 $1,983.76 $3,967.52 $3,967.52 $2,975.64 $1,983.76 $1,983.76 $1,983.76 $991.88 $991.88 $1,983.76 $1,983.76 $991.88 $991.88 $1,983.76 $1,983.76 $991.88 $991.88 $1,983.76 $1,983.76 $991.88 $991.88 $1,983.76 $1,983.76 $991.88 $993.88

INVOICE P.O.$Number $$$$$$$$$$$$$Terms 1244 01/20171COD Quantity $$$$$$$$$$Style$# 10 1A11611 10 1A11612 8 1A11613 4 1A11614 10 1A11615 10 1A11616 8 1A11617 4 1A11618 10 1A11619 10 1A1162A 6 1A1162B 4 1A1162C 8 1A1162D 8 1A1162E 6 1A1162F 4 1A1162G 10 1A24211 20 1A24212 20 1A24213 10 1A24214 5 1A24511 10 1A24512 10 1A24513 5 1A24514 12 1A24611 24 1A24612 24 1A24613 12 1A24614 4 1A41221 6 1A41222 6 1A41223 4 1A41224 3 1A41225 6 1A41621 8 1A41622 8 1A41623 6 1A41624 3 1A41625 Grand Total

$$$$$$$$$$$$$$$$$Rep 13

Ship

$$$$$$$$$$$$$$$$Via Truck

Description

Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Iris Silk Demi Bra: Black Tuli High-‐Waist Backless Brief: Peonie Tuli High-‐Waist Backless Brief: Peonie Tuli High-‐Waist Backless Brief: Peonie Tuli High-‐Waist Backless Brief: Peonie Tuli High-‐Waist Backless Brief: Merlot Tuli High-‐Waist Backless Brief: Merlot Tuli High-‐Waist Backless Brief: Merlot Tuli High-‐Waist Backless Brief: Merlot Tuli High-‐Waist Backless Brief: Black Tuli High-‐Waist Backless Brief: Black Tuli High-‐Waist Backless Brief: Black Tuli High-‐Waist Backless Brief: Black Zinia Short Slip: Peonie Zinia Short Slip: Peonie Zinia Short Slip: Peonie Zinia Short Slip: Peonie Zinia Short Slip: Peonie Zinia Short Slip: Black Zinia Short Slip: Black Zinia Short Slip: Black Zinia Short Slip: Black Zinia Short Slip: Black

$$$$$$$$$$$$$$$F.O.B. Store $$$$$$$$$$$$$Price$Each $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $495.94 $417.94 $418.94 $419.94 $420.94 $420.94 $420.94 $420.94 $420.94 $421.94 $422.94 $423.94 $424.94 $1,133.94 $1,134.94 $1,135.94 $1,136.94 $1,137.94 $1,138.94 $1,139.94 $1,140.94 $1,141.94 $1,142.94

$$$$$$$Label/$Brand Rodarte1Intimates Total$Amount $4,959.40 $4,959.40 $3,967.52 $1,983.76 $4,959.40 $4,959.40 $3,967.52 $1,983.76 $4,959.40 $4,959.40 $2,975.64 $1,983.76 $3,967.52 $3,967.52 $2,975.64 $1,983.76 $4,179.40 $8,378.80 $8,398.80 $4,209.40 $2,104.70 $4,209.40 $4,209.40 $2,104.70 $5,063.28 $10,150.56 $10,174.56 $5,099.28 $4,535.76 $6,809.64 $6,815.64 $4,547.76 $3,413.82 $6,833.64 $9,119.52 $9,127.52 $6,851.64 $3,428.82 $257,720.56

INTRODUCTORY FLOOR PLAN

§  Beginning On Hand: 1728 §  40% Sell Out: 691 §  Ending On Hand: 1,037

FIXTURES: MANNEQUIN

Fixtures: A, B, C, O

FIXTURES: HANGRAIL

Fixtures: D, F, M, N

FIXTURES: MOUNTED WALL RACK

Fixtures: G, I, K

FIXTURES: PULL-OUT DRAWERS

Fixtures: H, J, L

FIXTURES: ROUND TABLE

Fixtures: H, J, L

FIXTURES: TIERED RECTANGULAR TABLE

Fixtures: E

MAINTENANCE FLOOR PLAN

§  Beginning On Hand: 1,037 §  40% Sell Out: 415 §  Ending On Hand: 622

CLEARANCE FLOOR PLAN

§  Beginning On Hand: 622 §  20% Sell Out: 124 §  Ending On Hand: 498

MARKETING PLAN: BUDGET

Total Retail Sales

$1,591,330

% Marketing Budget

8.0%

$ Marketing Budget

$127,306

MARKETING PLAN: OBJECTIVES

1.  2.  3.  4.

Increase brand awareness 20% by January 2018 Increase sales 60% by January 2019 Increase customer loyalty 50% by January 2019 Increase full-price sales 30% by January 2020

INCREASE BRAND AWARENESS 1

OBJECTIVE: STRATEGY: TACTICS:

Increase brand awareness 20% by January 2018 Boost social media presence Choose social media plaeorms: Instagram, Twifer, Facebook, Pinterest IdenDfy target audience for each plaeorm & strategize how to reach them Hire a photographer Meet with markeDng director, stylist, and photographer to strategize campaign Pull key looks from showroom Hire Models Fihng Session Test-‐shoot campaign Shoot and edit ﬁnal campaign Propose/conﬁrm campaign to designers Contact Instagram, Twifer, Facebook, and Pinterest to purchase featured adverDsing Post images on Rodarte InDmates social media accounts Engage with customers on Rodarte InDmates social media accounts Research and contact famous fashion bloggers to promote campaign Send pieces to bloggers to photograph and promote

EVALUATION METHOD:

The markeDng director will review boosts in followers and customer engagement on January 1, 2018 to determine we have reached our goal.

INCREASE SALES 2

OBJECTIVE: STRATEGY: TACTICS:

Increase sales 60% by January 2019 Expand FSS LocaDons in the U.S. Scout/choose locaDon NegoDate price Product development (meet with director of merchandiser to choose product selecDon) Hire interior designer Source store sign, ﬁxtures, and equipment Construct exterior Construct interior Prepare merchandising guidelines for ﬂoorplan AdverDse store opening date Hire & Train Personnel (Store manager, assistant manager, stylists) Prepare for store opening Boost adverDsing Host private opening day event for industry leaders and bloggers Host grand opening event for customers

EVALUATION METHOD:

The CFO will review sales on January 1, 2018 to determine we have reached our goal.

INCREASE CUSTOMER LOYALTY 3

OBJECTIVE: STRATEGY: TACTICS:

Increase customer loyalty 50% by January 2019 Clientele with exisDng customers and build relaDonships with new customers Hire experienced stylists Train stylists on brand story, customer service, and product knowledge Train stylists on the 30-‐60-‐90 clientelling program Create and print clienteling sheets Assign stylists personal clientelling books Gather contact informaDon from each client at cashwrap Print out monthly sales reports and divide by stylist transacDons Send out hand-‐wrifen thank you notes to top-‐spending clients post-‐purchase Send follow-‐up emails aper 30 days to schedule personal styling sessions Send personalized suggesDve selling emails/texts aper 60 days Send hand-‐wrifen invitaDon to private sale events aper 90 days Host private sale event at shop Keep in contact with loyal clients on a regular basis about new products/events Clean out client book aper 3 months of failed contact

EVALUATION METHOD:

The District Manager will review sales on January 1, 2019 to determine increase in client sales

INCREASE FULL-PRICE SALES 4

OBJECTIVE: STRATEGY: TACTICS:

Increase full-‐price sales 30% by January 2020 Introduce new trends and build hype through fashion shows Choose Dme/date of event Scout/choose locaDon Host model casDng session Hire models Model ﬁhng session Hire fashion show producer Send hand-‐wrifen invitaDons to industry leaders Boost PR campaign to promote event Prepare press release for trade publicaDons and consumer publicaDons Contact media outlets to cover the show Scout sponsors for the show Hire volunteers/ushers Set up venue Fashion show Host aper-‐party

EVALUATION METHOD:

The CFO will review yearly sales reports on January 1, 2020 to determine we have achieved our goal.

MARKETING CALENDAR

MARKETING PLAN : CALENDAR STRATEGY 1

Boost social media presence

TACTICS

Choose social media plaeorms: Instagram, Twifer, Facebook, Pinterest IdenDfy target audience for each plaeorm & strategize how to reach them Hire a photographer Meet with markeDng director, stylist, and photographer to strategize campaign Pull key looks from showroom Hire Models Fihng Session Test-‐shoot campaign Shoot and edit ﬁnal campaign Propose/conﬁrm campaign to designers Communicate strategy to sales associates Contact Instagram, Twifer, Facebook, and Pinterest to purchase featured adverDsing Post images on Rodarte InDmates social media accounts Engage with customers on Rodarte InDmates social media accounts Research and contact famous fashion bloggers to promote campaign Send pieces to bloggers to photograph and promote

PERSON RESPONSIBLE

BUDGET

Marketing Director

1/2/17

Marketing Director Marketing Director

1/2/17 $5,000

Marketing Director, Stylist, Photographer

1/3/17 1/5/17

Stylist Casting Director

COMPLETION DATE

1/6/17 $5,000

1/8/17

Stylist

1/9/17

Photographer, Stylist, Marketing Director

1/10/17

Photographer, Stylist, Marketing Director

1/11/17

Marketing Director

1/13/17

Store Manager

1/14/17

Marketing Director

$7,000

1/14/17

Marketing Director

1/14/17

Public Relations Director

1/14/17

Public Relations Director Public Relations Director

1/15/17 $5,000

1/16/17

MARKETING CALENDAR

MARKETING PLAN : CALENDAR STRATEGY 2

Expand FSS locations in the U.S.

TACTICS

Scout/choose locaDon NegoDate price Product development (meet with director of merchandiser to choose product selecDon) Hire interior designer Source store sign, ﬁxtures, and equipment Construct exterior Construct interior Prepare merchandising guidelines for ﬂoorplan AdverDse store opening date Hire & Train Personnel (Store manager, assistant manager, stylists) Prepare for store opening Boost adverDsing Host private opening day event for industry leaders and bloggers Host grand opening event for customers

PERSON RESPONSIBLE

BUDGET

COMPLETION DATE

Operations Manager

8/1/17

CFO

8/1/17

Director of Merchandising & Operations Manager Operations Manager

9/1/17 $5,100

Interior Designer

9/15/17 9/16/17

Interior Designer

10/1/17

Interior Designer

10/15/17

Director of Merchandising Marketing Director

11/1/17 $7,000

Operations Manager

11/5/17 11/15/17

Operations Manager & Personnel

12/15/17

Marketing Director

$15,000

12/15/17

Marketing Director & Store Manager

$3,000

1/2/18

Marketing Director & Store Manager

$1,000

1/3/18

MARKETING CALENDAR

MARKETING PLAN : CALENDAR STRATEGY 3

Clientelling and building customer relationships

TACTICS

Hire experienced stylists Train stylists on brand story, customer service, and product knowledge Train stylists on the 30-‐60-‐90 clientelling program Create and print clienteling sheets Assign stylists personal clientelling books Gather contact informaDon from each client at cashwrap Print out monthly sales reports and divide by stylist transacDons Send out hand-‐wrifen thank you notes to top-‐spending clients post-‐purchase Send follow-‐up emails aper 30 days to schedule personal styling sessions Send personalized suggesDve selling emails/texts aper 60 days Send hand-‐wrifen invitaDon to private sale events aper 90 days Host private sale event at bouDque (20% oﬀ beginning of season sale) Keep in contact with loyal clients on a regular basis about new products/events Clean out client book aper 3 months of failed contact

PERSON RESPONSIBLE

BUDGET

COMPLETION DATE

Store Manager

1/1/17

Store Manager

1/3/17

Store Manager

1/4/17

Store Manager

1/4/17

Store Manager

1/4/17

Stylists

1/1/17

Assistant Manager

1/31/17

Stylists

$100

Stylists

1/1/17 2/1/17

Stylists

3/1/17

Stylists

$100

4/1/17

Store Manager & Stylists

$500

8/1/17

Marketing Director & Stylists

8/1/17

Stylists

4/1/17

MARKETING CALENDAR MARKETING PLAN : CALENDAR STRATEGY 4

Introduce trends and build hype through fashion shows

TACTICS

Hire fashion show producer Choose Dme/date of event Scout/choose locaDon Host model casDng session Hire models Model ﬁhng session Contact media outlets to cover the show Scout sponsors for the show Prepare press release for trade publicaDons and consumer publicaDons Send hand-‐wrifen invitaDons to industry leaders Boost PR campaign to promote event Hire volunteers/ushers Set up venue Fashion show Host aper-‐party

PERSON RESPONSIBLE Public Relations Director

BUDGET

COMPLETION DATE

$5,000

11/1/18

Public Relations Director Fashion Show Producer

11/2/18 $40,000

Public Relations Director Public Relations Director

$10,000

Designers, Public Relations Director, Models

12/17/18 12/20/19

Public Relations Director Public Relations Director

11/5/18 12/15/18

12/22/19 $5,000

12/22/19

Designers & Public Relations Director

$1,000

1/25/19

Public Relations Director

$2,500

1/25/19

Public Relations Director

1/5/19

Fashion Show Producer

1/27/19

Fashion Show Producer

2/10/19

Fashion Show Producer Designers & Public Relations Director

2/11/19 $10,000

2/11/19

PRESS RELEASE

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