MOSCHINO "Press PLAY"
JANAY COOPER, LEAH JEON, JULIANNA TONEY
FASM 410
OUTLINE Opening Letter Executive Summary Management Plan Merchandising + Product Plan Web Plan Summary Marketing Plan Pricing Market Penetration Retail Operations Plan
OPENING LETTER Dear OliverMcmillan Inc., As we agreed upon during our last meeting on April 7th, we are enclosing the business plan to support the business venture start-up, Moschino “Press Play� pop up concept shop. We ask for a loan, as requested, in the amount $23,000 for start-up capital, along with a line of credit for $9,300 required for unforeseen expenses and daily operating costs. Thank you so much for your time and consideration. We look forward to your reply.
EXECUTIVE SUMMARY BUSINESS OVERVIEW The Moschino “Press Play” brick and mortar Pop up Shop is the retail experience we have been waiting for
MANAGEMENT TEAM Julianna Toney – Lead Coordinator & Visual Merchant Leah Jeon – Lead Buyer & Sales Director Janay Cooper - Lead Marketing Director & Merchandiser
THE MARKET Age: 21-33 Years Expressive/Unique Young Luxury Shoppers High Spending Power High Disposable Income.
CRITICAL SUCCESS FACTORS Planning/Location Financials Marketing Merchandise Assortment Pricing Visual Presentation of interior Retail Experience Accounting for Inventory Level
FINANCIAL PLAN Net sales: $109,810.80 | Start-up Loan: $23,000 | Additional: $9,300
MANAGMENT PLAN BUSINESS STRUCTURE Julianna Toney – 33.4% Leah Jeon – 33.3% Janay Cooper – 33.3%
MANAGMENT COMPENSATION Management will equally split the net profit.
KEY ADVISORS + DIRECTORS Management + Temporary Staff BRAND REPS | COMMUNICATION | ADVISORS + DIRECTORS GOV. APPROVALS | EMPLOYEE REQUIREMENTS |INSURANCE
MERCHANDISING + PRODUCT PLAN MERCHANDISE MIX
Women's
PRICE RANGE $1,750
Men's Accessories Bags
$40
MERCHANDISING + PRODUCT PLAN MERCHANDISE ASSORTMENT Women’s 20% Men’s 20% Accessories 45% Bags 15%
ASSORTMENT PLAN
ASSORTMENT PLAN
UNIQUE CHARACTERISTICS Moschino has never had a store in Atlanta. This brand is fairly new to Atlanta but will be a great way to get people talking about the Shops Buckhead Atlanta. Similar to this JW Anderson display, the Moschino “Press Play” pop up will mimic a playground space. However, we plan to use more bold colors and fun prints with the addition of a few splatters of paint. We want to treat it as a temporary art installation.
PRODUCT LINE Women’s S/S 2018 | Men’s S/S 2018 | Accessories 2018 | Handbags S/S 2018
PROPRIETARY ASPECTS Moschino “Press Play” will stand as an extension of the Moschino brand.
FOUR WEEK MERCHANDISE PLAN
BRICK - AND - MORTAR LOCATION PLAN
LOCATION FEATURES
TARGET CONSIDERATIONS
Square footage → 300+ sq ft Restrooms → 0 Stockroom (minimal) One Fitting Room Cash Wrap
The Moschino target market consists of young Millenials and Gen Z kids who have a disposable income from their parents.
LEASEHOLD IMPROVEMENTS
SIGNAGE
Playground aesthetic layout Standard lighting Entertainment lighting
"Press Play" Window displays “Press Play” Moschino Press PLAY Window Decals
LOCATION COST
"Press PLAY"
WEB PLAN SUMMARY OVERVIEW
INTERNET STRATEGIES
Social Media + The Shop Website
ONLINE MARKETING STRATEGY Moschino Customer + The Shop Customer
COSTS
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MARKETING PLAN INDUSTRY PROFILE Today, Moschino is huge among fashion enthusiast seeking individuality in their style.
MARKET ECONOMIC FACTORS Increase in construction is usually a sign of a thriving economy, and though Atlanta has its downs, many parts within the greater Atlanta area are being built up.
MARKET ANALYSIS SUMMARY Primary Target Customer: Young urban hipster aged 21 to 33 who loves vivid color and kitsch aesthetic of Moschino’s products.
MARKET NEEDS Single Moschino Brick - and - Mortar Shop
CUSTOMER PROFILE Gen Z or Millennial Age 18 - 33 Disposable Income From Parents Medium to high income Adventurous + Daring Fashion Preferences Love of Nostalgic Prints and Figures Interest in Pop Culture Self-Expressive and Individuality
COMPETITIVE ANALYSIS Direct: Intermix, Alice and Olivia, Vilebrequin, ATTOM Indirect: Bloomingdale’s, Saks Off 5th
COMPETITIVE ADVANTAGE We want to create a “got to have it” and “got to be there” hype about our pop-up and our merchandise.
PRICING PRICING STRATEGY
PRICE LIST
$75 - $650 for Women’s $40 - $425 for Men’s $70 - $850 for Accessor. $695 - $1,750 for Bags
MARKET PENETRATION BRAND STRATEGY Our ultimate end goal would be to show The Shops that a Moschino store would indeed be beneficial to The Shops Buckhead Atlanta location.
ADVERTISING + PROMO Our ultimate end goal would be to show The Shops that a Moschino store would indeed be beneficial to The Shops Buckhead Atlanta location.
SALES STRATEGY Our ultimate end goal would be to show The Shops that a Moschino store would indeed be beneficial to The Shops Buckhead Atlanta location.
PUBLICITY
PROMOTIONAL EVENTS
PRESS RELEASE
Opening Night with Jeremy Scott [July 2nd, 2018 ] Shopping Party on the First Friday [July 11th, 2018] Possible Partnership with NARS and ATTOM
EVALUATING MARKETING EFFORTS
Getting Jeremy Scott to come to the opening would be amazing and possibly costly.Â
A shopping party on Friday night is an easy way to get people shopping, talking, and social media posting. It can drive sales and traction easily.
Partnering with NARS and ATTOM is a great way to help all three businesses because they are located on the same  block and target similar, young customers.
RETAIL OPERATIONS PLAN REPORTING POLICIES If either of our temporary sales has an issue, he or she will be able to discuss it with both of the managers on duty at the time.
EMPLOYEE DEVELOMENT Moschino will be providing the representative, and he/she is going to oversee our opening day.
STAFFING LEVELS There will be two employees in the shop at all times, one managers and one sales.
RETAIL OPERATIONS PLAN HOURS + DAYS OF OPERATIONS MON - SAT
10AM
7PM
INVENTORY CONTROL Limited selling space =Â Physical inventory checks
SECURITY + SYSTEM CONTROL
TO CONCLUDE Opening Letter Executive Summary Management Plan Merchandising + Product Plan Web Plan Summary Marketing Plan Pricing Market Penetration Retail Operations Plan
Audibert M., Irons E., Simpson S., Trevena H. (2014, November 18). Â Shinola On Ponce Reference Template. Blackboard Course Work. Retrieved from https://elearning.scad.edu/bbcswebdav/pid-1928108-dt-content-rid27168121_1/courses/FASM-410-A0131184.201830/FASM%20410%20Pop%20Up%20Business%20Plan%20Example.pdf Awning Installation Costs. (n.d.). Retrieved from https://www.improvenet.com/r/costs-and-prices/awning-installation-cost-estimato Fandino, C. (n.d.). Strategic Pop-Up Shop Retail Business Plan. Retrieved from https://issuu.com/chantellefandino/docs/businessplan_book How Much Does a Outdoor Business Sign Cost? (2015, July 27). Retrieved from http://signsbycrannie.com/outdoor-business-sign-cost/ N.d. Bloomsberg. Moschino SPa Private Company. Bloomsberg. Retrieved from https://www.bloomberg.com/profiles/companies/4320901Z:IM-moschino-spa Marangoni, I. (n.d.). Moschino 7 P's Marketing Report. Retrieved from https://issuu.com/istitutomarangoni0/docs/final_moschino_issuu McMillan O. (2015). Oliver McMillan. Retrieved from http://www.olivermcmillan.com/ McMillan O. The Shops Buckhead Atlanta. Retrieved from https://www.theshopsbuckheadatlanta.com
SOURCES
Schmidt, I. (2018, April 16). Gigi Hadid Models H&M's Just-Announced Moschino Collab at Coachella Party. Retrieved from https://www.hollywoodreporter.com/news/moschino-x-h-m-collab-announced-atcoachella-1102934 Unlimited, T. (2017, April 26). How Much Does Commercial Playground Equipment Cost? Retrieved from https://medium.com/age-of-awareness/how-much-doescommercial-playground-equipment-cost-ed74ce947671 Waits S. (2016, November 24). Moschino Brand Report. Issuu. Retrieved from https://issuu.com/sophiewaits/docs/final_moschino_ Â Yoox Net-A-Porter Group. (2000-2018). Moschino. Retrieved from https://www.moschino.com/us
SOURCES