TOBE REPORT
color inspiration fall/winter 2015
JUNE 2014
how she wears it fall/winter 2015
human forms
eye spy
mix & match
main secondary
delicacy pantone tcx 11 2409
rosy cheeks pantone tcx 18 1633
dusty gold pantone tcx 16 1220
valley of the ash pantone tcx 13 3803
naked lips pantone tcx 17 1718
wavy tresses pantone tcx 13 1012
chloe christian dior
contoured lines
celine
round glasses
celine
how she wears it
pale pink coat celine fold over bag
pale tones from head to toe
chloe
evil eye nails louis vuitton
emanuel ungaro balenciaga
calvin klein
christian wijnants gloves
bottega veneta
balenciaga strappy heels
fendi heels
chloe
valentino case scenario
leather backpacks
balenciaga
face masks
alexandre vauthier
right at retail
how the trend translates into reality
The eye spy trend focuses on the mid tones for this fall/winter palette. Its muted, yet agressive color palette graples attention in basic colors, but stays incognito with rich fabrics. Deep blacks and greys with pops of blues, greens and oranges used in furs and leathers create a sleek and sexy trend for the fall/ winter season.
stella mccartney
accent
marc jacobs
pop
mix & match
romanticise
electric feel
main
secondary
pale palace pantone tcx 12 0104
skinny love pantone tcx 13 2803
love affair pantone tcx 19 5708
ravishing red pantone tcx 19 1627
your heart is cold as ice pantone tcx 13 4111
meet me at midnight pantone tcx 19 1522
pop
balenciaga
statement bags
marc jacobs
illuminating suits
traffic-stopping accessories
lanvin dark florals
alexander mcqueen sheer tops
elie saab beadding
oscar de la renta
build the trend with these items
valentino
dolce & gabbana lace and embellished heels
hair jewel accessories
elie saab
moschino
alphabet sweaters
ashish
mixed prints
karen walker
all pink everything
rig ht at ret ail
nina ricci flowy draping
topshop unique
how the trend translates into reality
christian siriano
how she wears it
right at retail
alberta ferretti
The electric feel trend focuses on vibrant hues for this fall/ winter palette. These bright colors create show stopping trends by mixing prints in blues, yellows and greens. Head to toe shades in pinks, reds and violets will be a hot trend as well. Crazy prints and unique accessories are a sure way to create a fun and electrifying look for the fall/winter season.
j. mendel
accent
NIKE POP-UP SHOP Nike’s hope for this pop-up shop is to promote women’s safety and cultivate a stronger female demographic. The Flash Collection is meant to empower women so they feel safe enough to excerise at night. The reflective fabrics used in the products allows women the freedom to be independent in their workouts. The attachable biometric chip allows the user to keep track of activity and is easily accesible through an app. The high foot traffic of Bryant Park combined with the promotional advertising will draw in the consumer who is curious about these new innovations. The strong focus our society has on feminism right now directly supports Nike’s women’s safety platform. Nike is bringing awareness to the importance of women’s strength and independence and it will attract new customers to the brand.
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LOCATION SELECTION
Bryant Park, NYC
Location We have chosen to place our Nike pop up shop in Bryant Park in New York City from June 1-7, 2015. In an age of feminism and female empowerment all around us, our popup shop is targeted at millenial women to encourage self awareness, independence, and strength. Our target market is millennial women and New York is a beacon for youth and independence. Bryant Park is located between 5th and 6th avenue and 40th to 42nd street. Our shop takes place at the beginning of summer which is a high foot traffic season and one of the main pass times is to go spend the afternoon at the park. We will be offering them the chance to spend the day at the park and learn some new skills to defend and protect themselves.
Pop-Up Shop Space
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Name: Danielle Bryan Age: 26 Education: College graduate Income: $36,000 Location: Lower East Side Occupation: Actress Interests: fashion, photography, spending time with friends and family, fitness Habits: impulse shopper, up to date on current trends, prefers in-store experience to e-commerce platform
Our target customers are millennial women who were born from 19802000. They are very diverse among other generations and have been surrounded by technology their whole life and are no stranger to the internet. This generation’s digital tendencies mean that marketers need to keep up with reaching out to their customer base. There are about 77 million millennials in the U.S. and 4.3 million in New York, including men, and make up about 24% of the country’s population (Nielsen). Technology is essential to millennials, they go nowhere without their smart phones, which is what makes this generation unique. About 47% of millennial women have jobs (Abraham, 50 Facts About Millennials) and the younger millennials (age 18-27) make an average income of $25,000 and older millennials making almost double the amount at $48,000 a year (Demographic Stats About US Millennials). About 33% of millennials live in cities and 34% of women have a bachelor’s degree, the highest out of any generation. Millennials always want to buy the latest technology and trends for an immediate satisfaction. Up to 88% use some form of exercise (Lesonsky, Gen Y and Health and Fitness) which has a huge market for activewear to reach out to these consumers to purchase goods.
Name: Abby Pickett Age: 20 Education: College student Income: $10,000 Location: SoHo Occupation: Student Interests: live music, pop culture, reading, going to the movies Habits: conservative with her money, does extensive research before purchasing, interested in finding creative ways to work out
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The biometric chip will be placed in the sports bras in the band and around the chest for the compression shirts. It collects data from sensors that send updates to a Nike smartphone app. It tracks distance, movement, calories burned, heart rate as well as your location. The GPS locator is used for emergency purposes for people who like to run at night or alone so if anything were to happen to them, a loved one will be notified of their location. The sports bra and compression shirts contain special material that helps keep the customer motivated by increasing blood circulation and it is even temperature controlled; keeping you cooler or warmer depending on the weather. The garments are water resistant and are machine washable, but the technology chip must be taken out before washing. The app helps motivate the consumer to reach their goal or push them further with their workout. They can compare their results to their previous workouts or even their friends. Once they have completed working out they just tap the chip and it ends the workout. The technology chip costs $200 and is separate from the sports bras and shirts that are specially made for the technology chip.
When exiting the tent the customer will take a left if she has signed up for the self defense class we are offering. The class is set up on the lawn allowing the women to excercise in the nice outdoors. Each class has a maximum of 15 people so it maintains the individual experience with the instructor. The instructor will navigate the class to help the class members and improve their form. When they finish the class they will get a t-shirt created for the event. They have the option to test the new technology we are selling during their class to get a feel for how it works.
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PRODUCT CATEGORIES
Week 1
Week 2
Week 3* Event Week
EXPENSES
Week 4
Social Media
Total $961,500.00
Week 1
Week 2
Week 3* Event Week
Week 4
Social Media
Twitter Instagram
Blogging
Digital Marketing YouTube
Expenses Week 1 COGS Promotional $ 87,000.00 Build of Space Set up Production Tent/interior Extra Interiors Exterior Class Instructors T-shirt Giveaways Wages I-pads Interactive Technology $ 9,000.00 Break Down Production Total $961,500.00
$320,500.00
Instagram Blogging Digital Marketing
Email PR
$320,500.00
YouTube Ads
Posters/Banners
Email PR
Event Marketing Self Defense Classes
Ads
$78,350.00
Posters/Banners Event Marketing
Sponsorships Point of Sale Giveaways
Self Defense Classes
$78,350.00 $3,820.00
Sponsorships Total
Point of Sale
$1,364,170.00
$3,820.00
Giveaways Total
Total Expenses
$
Week 2 $ $
$ $ $
96,000.00 $
Week 3* Event 340,000.00 $ $ 530.00 $ $ $ $ 3,820.00 $ 3,475.29
Week 4
834,670.00 $ 2,000,000.00
102,500.00
26,600.00 2,000.00 3,200.00 3,150.00 6,440.00
$ 347,825.29 $
530.00 103,030.00 $
2,876,060.00 $
Interior Fixtures Unit Cost Units Tent/Interiors $ 3,800.00 Round Tables(included) Square Tables(included) Large Table(included) Temporary Walls(included) Chairs(included) Flooring(included) 32x60 sq ft Indoor Lighting (included) Small Signage $ 200.00 Quote Signage $ 300.00 Floor/wall Lighting $ 50.00 Floor Lamps $ 80.00 Exterior Fixtures Unit Cost Units Large Signage 400 Large Light Signage $ 2,000.00 Total
Cost 7 $ 8 8 2
3,422,915.29
26,600.00
15
1 3 10 5
$ $ $ $ Cost
3 1 $ $
200.00 900.00 500.00 400.00 1200 2,000.00 31,800.00
$1,364,170.00
1 1
56 61
Total Revenues Product Classes Total
$ $ $
630,000.00 28,350.00 658,350.00
COGS Product Classes Total
$ $ $
252,000.00 6,970.00 258,970.00
Expenses Expense Total
$
3,422,915.29
INVESTMENT
$
3,023,535.29
TOTAL INVESTMENT: $3,023,535.29
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