Blossom Thome
Fall 2013
J. Crew
Table of Contents Table of Contents 01 Mood Board 03 Executive Summary 04 Brand Extension Rationale 04 Mission Statement 05 Blossom Focus 05 Vision Statement 05 Social Responsibility 05 Customer Profile 06 Customer Narrative 07 Style Numbering System 09 Style Number Master 10 Group Overviews 11-13 Costing 14-23 Line Sheets 24-26 Selling Appeal 27 Distinct Characteristics 27 Brand Identity 27 Retail Partnership 29 Production Calendar 30 Unit Distribution Sheet 31 Purchase Invoice 32 Seasonal Sales Projection 33 Sale Projection Master Page 34 Store Layout 35 Marketing Plan 37 Marketing Budget 38 Marketing Plan Phases 39-43 Launch Event 44 Press Release 45 About Me 46
Blossom
01
Mood Board
Blossom
03
Mission Statement J. Crew is a nationally recognized apparel and accessories retailer that we believe embraces a high standard of style, craftsmanship, quality, and customer service. We are a fully integrated multi-brand, multi-channel, specialty retailer that operates stores and websites to consistently communicate our vision. We focus on creating product lines featuring the highest quality design and fabrics with consistent fits and authentic details. We offer complete assortments of women’s, men’s, and children’s apparel and accessories including wedding, swimwear, maternity-wear, loungewear, outerwear, shoes, bags, hair accessories, and jewelry.
The Blossom Focus As an extension of J. Crew, Blossom further dedicates their passion of quality, style, and authenticity to expectant mothers. We showcase our innovation and craftsmanship through classic styles and silhouettes without ever omitting the necessity of comfort and flexibility every woman deserves during pregnancy.
Vision Statement To build brand loyalty by providing customers with the highest quality of product at every stage of life.
Social Responsibility J. Crew is committed to helping local and international communities. Currently J. Crew supports organizations such as Teach For America, Council of Fashion Designers of America (CDFA), and The Leukemia and Lymphoma Society. The launch of Blossom will also introduce a new charity organization in which J. Crew will support the Room to Grow charity. Room to Grow is a non-profit organization that focuses on support of families with a child or children within the first three years of life. The organization provides parents with the necessary supplies and training to ensure the proper growth and development of these children.
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Executive Summary I chose to build Blossom after noticing a strict void in the market for quality maternity clothing. Idolizing J. Crew as a higher end brand that emphasized quality, style, and fabrication, it was very apparent to me the brand I wanted to mother Blossom. When developing garment styles and choosing fabrications, I considered the exclusive textiles that J. Crew uses for each of their brands as well as what might appeal the most to an expectant mother. My styles offer flexibility, fashion, and affordability. Realizing pregnancy is a temporary period in a woman’s life, I wanted to give our consumers something that may work before, during, and after their pregnancy. As well as flexibility, I also had a very specific woman in mind when developing the silhouettes of each piece. From the beginning I envisioned a professional woman. This woman would be someone who shops the J. Crew brand for everyone in her family, and, in the past, has had to venture elsewhere for her maternity clothing. With the launch of Blossom, she will have to look no further. With the growth of consumer awareness comes the growth of each collection and with this growth comes the expansion of Blossom as its own entity under J. Crew Group, Inc. I imagine Blossom branching from the J. Crew Corporation just as Crewcuts and Madewell have; as a successful, independent, household brand name.
Brand Extension Rationale When deciding to launch Blossom, our customer was the only thing on our mind. As an industry leader in quality products and up to date trends, we wanted to continue serving our customer for every moment in life, including during a women’s pregnancy months. With Blossom, women will finally be able to get the same quality products they are used to wearing in both a casual and professional setting. Our products are always made with the highest quality fabrics and expert construction. Blossom allows women to look their best, be fashionable, and feel good no matter what phase of life they are in.
Blossom
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Customer Profile Segmentation Types/Bases
Illustrative Categories
Geographic Segmentation
Region
North, South, East, West
City Size
50,000+
Population Density
Urban, Suburban, Rural
Climate
Hot, Temperate, Cold
Age
25-35 Years Old
Gender
Female
Household Size
1+
Annual Household Income $62,000+
Occupation
All
Education
College Graduate+
Culture
American, European
Sub Culture
Demographic Segmentation
Sociocultural Segmentation
Religion All
National Origin All
Race
All
Social Class
Middle, Upper, Working
Marital Status
Single, Married
Psychographics
Multi-tasker, Achiever
Affective and Cognitive Segmentation
Benefits Sought
Quality, Trend
Attitude
Positive, Outgoing
Brand Loyalty
Divided, Undivided
Store Loyalty
Divided, Undivided
Payment Method Cash, Credit
Media Usaage
Behavioral Segmentation
Blossom
All
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Customer Narrative She doesn’t have time for cheap, drafty clothing that rips, tares, or is anyway destructible. She has so much going on but why does everyone have to know? Her daughter admires her and takes advantage of any chance she gets to play in her closet. Her favorite family photo is of their family trip to Seattle with the mountains and lake in the background. She will never get too old to order a twist ice cream cone. She is always ready for visitors with her natural look and effortless, classic style. Her friends don’t know how she does it. Balancing everything she does while maintaining her poise and not losing her mind. She doesn’t get to do much for herself, but when she does it is a treat. She refuses to wear mom clothes or other garments that hide her body. Pregnant or not, she’s worked hard for this figure! She has a husband, a son, a daughter, and one on the way! She has a reputation to maintain at work and in the home. Her bookshelf is filled with romantic novels, empowering texts, inspiring biographies, and of course an array of children’s books. She needs clothing that stands the test of time – and washes. She moves from day to night so her clothes MUST keep up. She has decorated her house with items from her travels along with pictures painted by her child Picassos. She has the responsibilities of an adult, but the spirit of girl. She won’t let pregnancy slow her down or make her out of style! She has done this before and wants the same shopping experience that every other woman gets. She wants a smooth transition from pre – post pregnancy. The bump is obvious enough! No need for her clothes to say, “Look I’m pregnant! Can’t you tell by my dreary clothing?” She enjoys traveling all over the world. She enjoys going out with her girls or on a date with her husband. She is a respected businesswoman and the leader in her field and has every right to dress as so!
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Style Numbering System 1
Year
5
Fabrication
1
2013
a
Silk
2
2014
b
Wool
3
2015
c
Denim
4
2016
d
Cotton
2
Season
e
Suiting
A
Spring
f
Tweed
B
Summer
g
Twill
C
Fall
6
Color
D
Winter
-01
Multi
3
Class
-02
Army
1
Tops
-03
Rust
2
Bottoms
-04
Rose
3
Dresses
-05
Marigold
4
Sub Class
-06
Orange
1
-07
Chartreuse
Tops
1
Short Sleeve
-08
Seafoam
2
Tank
-09
Blue
3
Long Sleeve
-10
Blueberry
4
Sweater
-11
Aqua
Bottoms
-12
Stone
1
Trouser
-13
Black
2
Chino
-14
White
3
Pant
-15
Canary
4
Jean
-16
Beige
Dresses
-17
Peach
2
3
1
Day
2
Night
Blossom
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Style Number Master Long Sleeve Tee
White Denim Capri Pant
1A13d-05
1A24c-14
1A13d-14 1A13d-08
Cropped Chino
1A13d-07
1A22g-06
1A13d-12
1A22g-12 1A22g-16
Blazer
1A22g-15
1A13e-10 1A13e-13
Trouser Pant
1A13e-16
1A21g-16 1A21g-13
Short Sleeve Blouse 1A11a-08
Stretch Bootcut Jeans
1A11a-07
1A24c-09
Silk Collared Tank
Day Dress
1A12a-03
1A31d-12
1A12a-11
1A31d-04
1A12a-15 1A12a-17 1A12a-04
Tweed Jacket 1A13f-02 1A13f-05 1A13f-12 1A13f-16
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Group Overview: Tops S M L XL
Long Sleeve Tee 1A13d-05 1A13d-14 1A13s-08 1A13d-07 1A13d-12
Blazer 1A13e-10 1A13e-13 1A13e-16
Short Sleeve Blouse 1A11a-08 1A11a-07
Silk Collared Tank 1A12a-03 1A12a-11 1A12a-15 1A12a-17 1A12a-04
Blossom
Tweed Jacket 1A13f-02 1A13f-05 1A13f-12 1A13f-16
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Group Overview: Bottoms S M L XL
Blossom
White Denim Capri Pant 1A24c-14
Stretch Bootcut Jeans 1A24c-09
Trouser Pant 1A21g-16 1A21g-13
Cropped Chino 1A22g-06 1A22g-12 1A22g-16 1A22g-15
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Group Overview: Dresses S M L XL
Day Dress 1A31d-12 1A31d-04
Blossom
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Costing: Long Sleeve Tee
Blossom
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Costing: Tweed Jacket
Blossom
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Costing: Short Sleeve Blouse
Blossom
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Costing: Blazer
Blossom
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Costing: Silk Collared Tank
Blossom
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Costing: White Denim Capri Pant
Blossom
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Costing: Cropped Chino
Blossom
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Costing: Trouser Pant
Blossom
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Costing: Stretch Bootcut Jeans
Blossom
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Costing: Day Dress
Blossom
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Line Sheet: Tops Fall 2013 Delivery: 07/01/13 Fabrications: Cotton/Lycra, Wool/Lycra, Silk/Lycra Colors: Army -02, Rust -03, Rose -04, Marigold -05, Chartreuse -07, Seafoam -08, Blueberry -10, Aqua -11, Stone -12, Black -13, White -14, Canary -15, Beige -16, Peach -17 Sizes: S M L XL
Long Sleeve Tee 1A13d-05: Marigold 1A13d-14: White 1A13d-08: Seafoam 1A13d-07: Chartreuse 1A13d-12: Stone Cotton/Lycra $19/$38
Blossom
Silk Collared Tank 1A12a-03: Rust 1A12a-11: Aqua 1A12a-15: Canary 1A12a-17: Peach 1A12a-04: Rose Silk/Lycra $39/$78
Blazer 1A13e-10: Blueberry 1A13e-13: Black 1A13e-16: Beige Wool/Lycra Silk/Lycra $49/$98 Short Sleeve Blouse 1A11a-08: Seafoam 1A11a-07: Chartreuse Silk/Lycra $32/$64
Tweed Jacket 1A13f-02: Army 1A13f-05: Marigold 1A13f-12: Stone 1A13f-16: Beige Wool/Lycra Silk/Lycra $74/$148
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Line Sheet: Bottoms Fall 2013 Delivery: 07/01 Fabrications: Denim, Cotton/Lycra, Lycra/Rayon/Wool Colors: Orange -06, Blue -09, Stone -12, Black -13, White -14, Canary -15, Beige -16 Sizes: S, M, L, XL
White Denim Capri Pant 1A24c-14: White Denim $34/$68
Stretch Bootcut Jeans 1A24c-09: Blue Denim $42/$84
Trouser Pant 1A21g-16: Beige 1A21g-13: Black Lycra/Rayon/Wool $58/$116
Blossom
Cropped Chino 1A22g-06: Orange 1A22g-12: Stone 1A22g-16: Beige 1A22g-15: Canary Cotton/Lycra $50/$100
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Line Sheet: Dresses Fall 2013 Delivery: 07/01 Fabrications: Cotton/Lycra Colors: Rose -04, Stone -12 Sizes: S, M, L, XL
Day Dress 1A31d-12: Stone 1A31s-04: Rose Cotton/Lycra $42/$84
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Selling Appeal Blossom provides its customers with quality garments made of the highest quality fabrics and construction, giving the expectant mother durable, classic, and trendy clothing.
Distinct Characteristics Each piece of clothing will contain the Blossom logo on the sewn-in tag. Connected to each garment by a small safety pin will be an additional logo containing information on our Room To Grow charity partnership.
Brand Identity Quality, Fabrication, and Brand Loyalty.
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Retail Partnership: J. Crew California - 2
New York - 2
Fresno Fig Garden
East Hampton East Hampton
5098 N. Palm Ave CA 93704
14 Main Street NY 11937
Los Angeles Century City
New York Collection
10250 Santa Monica Blvd CA 90067
1035 Madison Avenue NY 10075
Connecticut - 1
North Carolina - 2
Greenwich Greenwich
Charlotte Northlake
126 Greenwich Ave CT 06830
6801 Northlake Mall Drive NC 28216 Greensboro Friendly Center
Florida - 1
3334 West Friendly Avenue NC 27410
Miami Dadeland Mall 7535 Dadeland Mall FL 33156
Ohio - 1 Cincinnati Kenwood
Georgia - 1
7875 Montgomery Rd OH 45236
Atlanta Perimeter Mall 4400 Ashford-Dunwoody Rd GA 30346
Pennsylvania - 1 Pittsburgh South Hills Village
Illinois - 1
301 South Hills Village PA 15241
Chicago N. Michigan Avenue 900 N Michigan Avenue IL 60611
Texas - 2 Dallas Dallas Galleria
Blossom
Michigan - 1
13350 Dallas Parkway TX 75240
Ann Arbor Ann Arbor
San Antonio La Cantera
242 Briarwood Circle MI 48108
15900 La Cantera Parkway TX 78256
New Jersey - 1
Washington - 1
Hackensack Riverside
Seattle Pacific Place
One Riverside Square NJ 07601
600 Pine Street WA 98101
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Production Calendar Blossom: J. Crew Season/Year: Fall 2013 In-Store Delivery: July
Step 1: (August) Research Market Clothing and Packaging Step 2: (September) Begin Designing Step 3: (October) Swatch and Begin Samples Step 4: (November) Early Production and Retail Orders Placed Step 5: (December) Major Production Begins Step 6: (January) Major Production Cont. Step 7: (February) Major Production and In-Store Promotions Step 8: (March) Shipping Period and In-Store Promotions Step 9: (April) Shipping Period and In-Store Promotions Step 10: (May) Shipping Period Cont. Records Period Step 11: (June) Begin Store Set Up Step 12: (July) In-Store Date Step 13: (August) Track Retail Selling Plan for Next Season
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Unit Distribution Sheet
Blossom
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Purchase Invoice
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Seasonal Sales Projection 25%
60%
15%
Blossom
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Sales Projection Master Page Introduction 25% Beginning on Hand: 426 Sales: 108 Ending on Hand: 318
Maintenance 60% Beginning on Hand: 318 Sales: 260 Ending on Hand: 58
Clearance 15% Beginning on Hand: 58 Sales: 58 Ending on Hand: 0
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Store Layout
Blossom
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Marketing Plan: Introduction Phase August 1, 2013 - September 2, 2013
Objective Introduce customers to Blossom by J. Crew.
Strategy Build loyalty and awareness by showcasing the quality of construction and fabrication of Blossom garments by also expressing the classic, fashion forward style J. Crew is known for.
Tactic Mail Look Book (send July 29, 2013):
In continuation of J. Crew’s already established mail look
book, a similar catalogue will be sent out to all female customer in the company’s database of Blossom’s Fall 2013 collection. The Blossom booklet will include multiple spreads of our garments including shoes and accessories from the J. Crew Fall 2013 women’s collection. This look book with also include information about our social responsibility partner, Room to Grow. This will give our current customers an in-depth look at Blossom as well as the charity Room to Grow and inform them of our dedication to expecting mothers.
Online Presence (available August 1, 2013):
Blossom will launch an independent website
displaying all of the merchandise available as well as multiple online exclusives beginning in Spring 2014. A link to the Blossom website will be available on the J. Crew website and a reverse will be linked as well. The Blossom website will include merchandise as links to the Room to Grow charity page. Blossom will also have a presence on Facebook and Twitter.
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Marketing Plan: Maintenance Phase September 2, 2013 - October 6, 2013
Objective Continue to increase awareness of Blossom and increase sales by 15%.
Strategy Build awareness and increase sales by hosting a launch event at all participating stores and offer additional buying incentives to customers that attend the event.
Tactic Launch Event:
Thank You Card:
(See page 44)
After each purchase of a Blossom garment, a thank you card will be sent either via
email or by mail. This will be determined based on customer preference and database information. This card will include a mass-printed sentence thanking the customer for their purchase at Blossom and will be signed individually by the sales associate that helped them with their purchase. The card and envelope will be branded with the Blossom name and secured with a branded Tulip sticker sealing the envelope. The envelopes and cards will be printed automatically at the beginning of the day after the purchase is made. Managers and employees are responsible for mailing letters in a timely matter.
Online Presence:
During the maintenance phase of our marketing plan, new photos will be launched
on the Blossom website. This will give our customers a fresh look at the same merchandise and create a mid season boost in sales. The Launch Event will also be promoted on the Blossom webstie, Facebook, and Twitter.
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Marketing Plan: Introduction Phase Cont. August 1, 2013 - September 2, 2013
Tactic Cont. Email:
For the first seasonal launch of Blossom, all customers on the J. Crew email list will be
included on the Blossom email list. This will give our current customers the opportunity to hear first and foremost about the new maternity line. A series of coupons and buying incentives will also be sent out through this channel of media. Redemption of these coupons and buying incentives will give Blossom the statistics on what customers are buying, who to include on our own email list, and where to take the business overall. As stated under the law, each email recipient will have the option of opting out of receiving emails from any company under the J. Crew Group, Inc.
Person Responsible Each marketing tactic will be assigned a trained professional employee to maintain and monitor all outgoing marketing plans developed under Blossom.
Control Method Each tactic put into the Blossom marketing plan during the introduction phase will be monitored for success individually. Our online presence is where we believe we will be able to track the most statistics on product interest, consumer information, and in general, where to take the brand in future collections. We will also be able to track interest by our email tactic. We will be able to tell and document certain consumers that chose to opt out of the Blossom emails and continue to reach out to those who do not.
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Marketing Plan: Maintenance Phase Cont. September 2, 2013 - October 6, 2013
Tactic Cont. Email (send August 1, 2013):
Information about the Launch Event will sent via email to all
customers in the Blossom, J. Crew, Madewell, and Crewcuts system.
Advertising (starting September 2, 2013):
Blossom with be advertising on the website
TheBump.com. This is a popular website for expecting mothers and will hopefully draw in more customers.
Person Responsible Each marketing tactic will be assigned a trained professional employee to maintain and monitor all outgoing marketing plans developed under Blossom.
Control Method Each tactic put into the Blossom marketing plan during the maintenance phase will be monitored for success individually. The Thank You Cards that we will be sending out after each transaction will ensure customer loyalty by providing the best and most individualized customer service. Our online presence will be where we will be able to track the most statistics on product interest, consumer information, and in general, where to take the brand in future collections. We will also be able to track interest by our email tactic. With our advertising tactic that will launch a popup advertisement on TheBump.com will generate statistics based on number of views and number of clicks by consumers. By these statistics we will be able to monitor whether or not this tactic is successful for Blossom. During our Launch Event, we will be monitoring the success of event specific tactics such as our cashmere baby blanket giveaway with a $100 purchase as well as our charity partnership event. From 11am-2pm we will also be tracking customer traffic in and out of the store. Monitoring the success of the Launch Event will continue into the month of September with our future coupon giveaway.
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Marketing Plan: Clearance Phase October 7, 2013 - October 31, 2013
Objective Maintain customer brand loyalty and establish new a new customer base.
Strategy Provide loyal Blossom customers benefits such as sneak peaks to new collections as well as buying incentives and promotions.
Tactic Coupon Mailer (send September 30, 2013):
During this phase of our marketing plan, we will be
sending buying incentive coupons by mail and email. Such incentives include but are not limited to coupons for buy one get one half off on basics, 20% off regular priced merchandise, and an extra 30% off sale merchandise. These coupons will be sent out to customers in the Blossom database.
Person Responsible Each marketing tactic will be assigned a trained professional employee to maintain and monitor all outgoing marketing plans developed under Blossom.
Control Method Each tactic put into the Blossom marketing plan during the clearance phase will be monitored for success individually. The coupon mailer will be a good way for Blossom to attract current customers as well as others that may have never shopped the brand before. By tracking in-store and online redemption of these coupons, we will be able to monitor which customers responded well to the mailer.
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Launch Event On Saturday, August 10, 2013 from 11am-2pm, Blossom will be hosting a launch event at all participating J. Crew locations. Special item promotions will be going on as well as a gift with purchase. During this event, we will also be increasing awareness of our charity partnership with the Room to Grow charity. 10% of all purchases made during the designated time period on Saturday, August 10, 2013 will go directly to the charity. To increase future sales, over the entire weekend of the launch event, all J. Crew, Madewell, Crewcuts, and Blossom customers will receive an additional coupon towards any Blossom purchase in the month of September.
The gift with purchase of $100 or more will be a cashmere baby blanket in the customer’s choice of pink, blue, green, or yellow. This purchase must be made in store on Saturday, August 10, 2013 from 11am-2pm. While supplies last.
You’re Invited! Please join us Saturday, August 10, 2013 from 11am - 2pm as we launch Blossom, our new maternity line! Enjoy snacks, socializing, and savings! Every guest that spends over $100 on Blossom merchandise will receive a free cashmere baby blanket!* *While supplies last.
Blossom Blossom
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Marketing Plan Number of Stores 17
Total Units 426
Total Wholesale $17,360.00
Total Retail $34,720.00
Marketing Budget Percentage 10%
Projected Marketing Budget $29,512.00
Actual Marketing Budget $23,350.00
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Marketing Budget
Price Per Unit
Total Units
Total Cost
$2.00
3000
$6,000.00
Total Cost:
$6,000.00
Introduction Phase Mail Look Book (Print and Mail)
Maintenance Phase Invitation (Print and Mail)
$0.80
3000
$2,400.00
Thank You Card (Print and Mail)
$1.20
5000
$6,000.00
10% Profit Towards Room to Grow
$3,000.00
Future Purchase Coupon Advertising on TheBump.com
$0.10
10000
$1,000.00
$100/month
12 months
$1,200.00
Total Cost:
$13,600.00
Clearance Phase Sale Coupon Print and Mail
$0.75
5000
$3,750.00
Total Cost:
$3,750.00
Total Actual Marketing Budget
Blossom
$23,350.00
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Press Release Contact: Blossom Public Relations Blossom@jcrew.com
(888) 555.3456 www.blossom.com
For Immediate Release Tuesday, August 6, 2013
J. Crew Launch Event for New Maternity Line, Blossom New York, NY - August 6, 2013 /PRNewswire/ - J. Crew, the iconic American fashion retailer, has announced that beginning August 1, it will expand its empire to encompass Blossom, a fashionable, qualityemphasized maternity line.
Within the lifespan of the company, J. Crew has grown to include its original classic women and men’s lines as well as the development of Crewcuts, Madewell, and their own bridal line. The success of these brands has been determined by their exquisite customer following that will surely extend onto Blossom with open arms.
The new maternity collection will be available in participating stores beginning in August and Blossom with be hosting an exclusive Launch Event at each of these locations on August 10. From 11am-2pm, the general public is welcome to stop in any of the 17 stores throughout the country housing the Blossom brand to witness the launch of this brand and enjoy exclusive giveaways and savings.
During this time as well, Blossom will be directly contributing to their charity partner, Room to Grow. From 11am-2pm on August 10, Blossom will donate 10% of all sales directly to the charity. Room to Grow is a organization that assists new families with the proper materials to ensure proper growth to children from birth until the age of three.
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About Me Laura Thome is a senior Fashion Business major at Columbia College Chicago. During her time at Columbia she has grown to love the concepts of buying and merchandising. As a person who enjoys number oriented work, concepts such as seasonal buying plans, purchase orders, and classification plans appeal to her interests. Outside of her schoolwork, Laura enjoys her role as the co-captian of the school’s volleyball team as well as her position as a Child Life volunteer at Chicago’s Children’s Memorial Hospital. After her graduation in December of 2012, Laura hopes to land a position with a company in which she can learn with as well as one that shares her emphasis in community involvement, ethics, and growth potential. It is in this environment Laura will prove the most successful for her company and excel personally as well.
To learn more about Laura...
Blossom
Photography
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