Executive Summary
I wanted to create a Collection for trendy teenagers who want school accessories that are just as vibrant as they are. I felt there was a void in the teenage market and that the Skooled by Tory Burch Collection would fulfill the void. Although Tory Burch is relatively new designer and brand, her success has been tremendous over the past few years and a brand extension seems appropriate at this time. As the Brand Manager for the Skooled by Tory Burch Collection, I put a lot of thought into the items being sold, the locations that will sell the line and how Tory Burch will be successful in selling the items.
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Mission Statement Our mission at Tory Burch is to create playful fashions for young ladies and women who love living within trend. We are dedicated to making our products as exciting and trendy as our clients.
Vision Statement We are interested in extending the brand by Fall 2017 into a full line of young girls RTW apparel and accessories. We are excited to continue expanding our brand.
Social Responsibility Statement (5% of Earnings from Skooled line go to Hey U.G.L.Y. Foundation) Tory Burch is passionate about empowering youth in the fight against bullying. We have partnered with Hey U.G.L.Y. in order to fully combat this crucial issue in today’s schools.
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Customer Profile TARGET MARKET SEGMENT GEOGRAPHIC REGION: USA CITY SIZE: URBAN/LARGER URBAN/RURAL: BOTH, MOSTLY URBAN CLIMATE: BOTH WARM/COLD DEMOGRAPHCS AGE: 16-18 SEX: FEMALE FAMILY LIFE CYCLE: INCOME: MIDDLE CLASS-UPPER MIDDLE CLASS EDUCATION: HIGH SCHOOL+ OCCUPATION: STUDENT RELIGION: ANY ETHNIC BACKGROUND: ANY PSYCHOGRAPHICS SOCIAL CLASS: WHITE COLLAR PARENTS PERSONALITY: OUTGOING, FUN LIFE-STYLE: ENJOYS SHOPPING, TRENDING CONSUMER BEHAVIOR: BENEFITS DESIRED: TO HAVE A BRAND CREATE SCHOOL SUPPLIES/ACCESSORIES FOR TRENDY GIRLS USAGE RATE: MONDAY-FRIDAY FOR SCHOOL
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Customer Narrative Age Range=13-18 Very Trendy Somewhat Price Conscience
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As Kelly’s mint green, H&M alarm clock begins to ring at 6:30a.m., the smell of eggs and pancakes begin to creep into her room. She lies in her twin bed covered in Victoria’s Secret Pink pillows and sheets. Kelly rolls over to unplug her iPhone 5 from her charger. She has 5 iPhone cases and as of recent, her choice is a Lilly Pulitzer case. Finally after a few minutes, Kelly’s mom enters the room and quietly whispers, “breakfast is ready, it’s your favorite”. On Monday’s, Kelly’s mom makes her favorite breakfast before school. Probably the only reason Kelly wakes up easily in the morning. She sits at the edge of her bed and puts her Juicy Couture frames on and scurries downstairs. Kelly lives with her mom, dad, and little sister. She sits down at the circular, glass table in the kitchen. Fork in one hand, iPhone in the other, Kelly’s social life starts the minute she wakes up, with the usual: Facebook, Instagram, and Snapchat. After she finishes her breakfast, Kelly runs upstairs to get ready for her first day back as a senior at Lake Orion High School. She washes her face with the Burts Bees Natural Acne Solutions Purifying Gel Cleanser. Kelly thinks this is the only face wash that actually works on her acne-prone skin, or so all of her girlfriends say. She moves onto her makeup, which takes her longer than her mother, because she’s still pretty new to the makeup scene. She uses her moms hand overs such as Bare Minerals cover up and Sephora mascara. Her mom knocks on the bathroom, “Hunny, you’re going to be late for school!” Kelly heads over to her small walk-in closet that the condo came with. She can’t complain. She puts her Abercrombie & Fitch jeans on and pairs it with her favorite Juicy Couture graphic t-shirt. She can’t wait to turn 18 in a few months so she can finally apply for a Sales Associate position at Juicy Couture or Lilly Pulitzer. She figures it’s the best way to get a discount on a brand she has always loved. She then debates for a minute on what color of Sperry’s she wants to wear that day. Baby pink and khaki or the leopard print ones? She settles on the baby pink and khaki Sperry’s since it matches her “Choose Juicy” shirt perfectly. She grabs her Lilly Pulitzer school tote, Poppy cross body, and spritzes a mist of her mothers Kate Spade perfume that she didn’t end up caring for after all. Her parent’s helped buy Kelly a used Jeep Patriot when she turned 17, as long as Kelly promised to pay for the gas and insurance. She grabbed her keys and drove to Starbucks. She doesn’t normally get Starbucks but it’s the first day back. She gets a Mocha Frappuccino through the drive thru. Her young taste buds haven’t tasted the lattes on the
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menu quite yet. She drove to school and meets her friends by the common area and to no surprise, they are all dressed similarly. Sperry’s, graphic t-shirts, and of course Poppy cross body’s are the favorites out of the group. The final bell rings at 2:30p.m., and after a long day back at school, she heads home to start her homework. A few days a week, Kelly works at the Forever 21 at her close-by mall. She likes working there for the discount, but she can’t get her mind off of working at a place like Juicy or Pulitzer. Luckily, Kelly requested today off so she can adjust to her new senior schedule. She gets home and heats some leftover Lasagna from last night’s dinner and heads upstairs to start her homework. She kicks her Sperry’s off, jumps to her bed, and reaches to her side table to grab the latest September issue of Seventeen magazine. She loves reading fashion magazines to stay right on trend. Among Seventeen, Lucky, Glamour, and Cosmopolitan are her favorites. Her mom always hates when Kelly reads Cosmopolitan, and who can blame her? Kelly catches up on the most recent fashions like midi rings, stripes, and new nail polish trends. Mint green is a favorite this month in Seventeen, so Kelly reaches to her nail polish drawer and grabs her favorite mint green nail polish, OPI’s Mermaid’s Tears. She can hear the garage door opening and she quickly jumps off the bed and sits at her desk to start homework. Her dad, an owner of a small company near by is all business. He always gets upset when Kelly hasn’t started her homework before dinner. Her mom, dad, and little sister come home from work and picking up her little sister, Claire, from school. Claire is 10 and goes to the Elementary school down the road. Her school gets out at 4:30 though because they start later than Kelly’s school. Her mom begins dinner and Kelly sits at the table to tell her about her first day back as a senior.
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Brand Inspiration
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Brand Extension Rationale
The inspiration behind the new Skooled by Tory Burch line is to create colorful, creative ways for young girls to express themselves through school accessories. We worked hard to provide an affordable line for girls who live and breathe trend.
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Group Overview
Kelly Tech Cross body 1C1412
Kelly Backpack 1C1111
Kelly Water Bottle 1C1223
Kelly iPad Sleeve 1C1331, 1C1312
Kelly Laptop Sleeve 1C1511, 1C1522
Kelly Odds n’ Ends Case 1C1611, 1C1641 9
Group Overview
Kelly Daily Planner 1C1713, 1C1743
Kelly Lunch Tote 1C1912
Kelly Pencil Case 1C1811, 1C1831
Kelly Skool Tote 1C1011, 1C1021 10
Classification Plan
Year 1=2015
Sub Class 1=Backpacks 2=Water Bottles 3=iPad Sleeve 4=iPhone Cross body 5=Laptop Sleeve 6=Odds n’ Ends Case 7=Daily Planner 8=Pencil Case 9=Lunch Tote 0=Tote
Season A=Spring B=Summer C=Fall D=Winter
Color 1=Multi (Plaid) 2=Turquoise 3=Sunflower 4=Deep Red 5=Nude
Class 1=Accessories
Fabrication 1=Canvas 2=Nylon 3=Plastic
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Master Page
Kelly Tech Cross body (iPhone 5) Nylon-Plaid 1C1412 $125.00
Kelly Backpack Canvas-Plaid 1C1111 $198.00
Kelly iPad Sleeve Canvas-Sunflower 1C1331 $65.00
Kelly iPad Sleeve Nylon-Plaid 1C1312 $65.00
Kelly Lunch Tote Nylon-Plaid 1C1912 $65.00
Kelly Water Bottle Plastic-Turquoise 1C1223 $20.00
Kelly Laptop Sleeve (13-inch) Nylon-Turquoise 1C1522 $75.00
Kelly Laptop Sleeve (13-inch) Canvas-Plaid 1C1511 $75.00
Kelly Odds n’ Ends Case Canvas-Deep Red 1C1641 $55.00
Kelly Odds n’ Ends Case Canvas-Plaid 1C1611 $55.00
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Master Page
Kelly Daily Planner Plastic-Deep Red 1C1743 $20.00
Kelly Daily Planner Plastic-Plaid 1C1713 $20.00
Kelly Pencil Case Canvas-Plaid 1C1811 $48.00
Kelly Pencil Case Canvas-Sunflower 1C1831 $48.00
Kelly Skool Tote Canvas-Plaid 1C1011 $175.00
Kelly Skool Tote Canvas-Turquoise 1C1021 $175.00
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Cost Sheets Fabric 65%
Trim 15%
Labor 20%
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Line Sheet Skooled by Tory Burch Colors: Turquoise, Red, Sunflower, & Plaid
Delivery: 7/30/15-8/15/15
Kelly Tech Cross body Style #1C1412 $62/$125
Kelly Laptop Case Style #1C1511/1C1522 $38/$75
Kelly Backpack Style #1C1111 $99/$198
Kelly iPad Case Style #1C1312/1C1321 $33/$65
Kelly Skool Tote Style #1C1011/1C1021 $88/$175
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Line Sheet
Kelly Daily Planner Style #1C1713/1C1743 $10/$20
Kelly Water Bottle Style #1C1223 $10/$20
Kelly Odds n’ Ends Case Style #1C1743/1C1611 $28/$55
Kelly Lunch Tote Style #1C1912 $33/$65
Kelly Pencil Case Style #1C1811/1C1831 $24/$48
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Brand Identity PLAYFUL, TRENDY, YOUTHFUL What draws customers to Tory Burch while shopping at a department store are the vibrant colors and fun, creative patterns used in most of the Tory Burch accessories. Key characteristics of Tory Burch accessories that have a competitive edge are the product assortments, functionality of products, and of course, the girly, yet sophisticated, patterns and colors used for the product. The Fall 2015 Tory Burch Skooled Collection will land in select Nordstrom locations in August 2015. Nordstrom locations that will carry Skooled by Tory Burch are: 1) Chicago, IL (The Shops at North Bridge) 2) Schaumburg, IL (Woodfield Shopping Center) 3) Skokie, IL (Old Orchard Center) 4) Troy, MI (Somerset Collection) 5) New York, NY (225 W. 27th St.) 6) King of Prussia, PA (The Plaza at King of Prussia) 7) Pittsburg, PA (Ross Park) 8) Miami, FL (Dadeland Mall) 9) Tampa, FL (International Plaza) 10) Orlando, FL (The Florida Mall)
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Planning Calendar Fall 2015 Planning Calendar: Skooled by Tory Burch School Accessories August 2014 • •
Research Trends/Segmentation
December 2014 Costing Final edits Samples Line reviews (Fringe vs. Core) Selling prep/Partnerships
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September 2014 • • • •
Sketching Sourcing fabric & trim Colors
October 2014 • •
Pattern development Edits
January 2015 • • • • •
Samples Marketing (Photo shoots) Meeting with representatives Line sheets Buying appointments
November 2014 • •
Order sample yardage/trim “Production” edits
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Planning Calendar February 2015 Show line Trade shows Buying appointments Selling the line to buyers
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May 2015 • •
All labor (Cut/Make/Trim) They ship product back to me
June 2015
March 2015 • Continue selling the line to buyers Begin ordering production fabrics late March
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April 2015 Finish ordering production fabrics EARLY April Begin receiving everything ordered Production process begins
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Sorting (barcoding, packaging, etc.) Social media & marketing Begin shipping to stores Prepping stores (floor plans) Ensure that sales associates at Nordstrom are aware that collection is on its way and are familiar with the product & brand extension July/August 2015 •
In stores in order to begin selling to public
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Purchase Order
Sales Projections
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Purchase Invoice
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Sales Projections
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Sales Projections Master Page
Introduction Phase BOH=84 SOLD=25 EOH=59 Maintenance Phase BOH=59 SOLD=24 EOH=35 Clearance Phase BOH=35 SOLD=22 EOH=13
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Store Layout
Custom Fixtures
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Marketing Plan Marketing Breakdown
Purchase Order Wholesale $3,532 # of Stores=10 $3,532 x 10= $35,320 10% of $35,320= $3,532
Introduction 50% Objective: Increase brand awareness, penetrate new market segment Plan: • Social Media: Facebook & Twitter. There will also be a splash page on www.nordstrom.com 2 weeks before collection launch. • Launch Event: Tory Burch autographed daily planners and meeting with the organization U.G.L.Y • Social Responsibility: Present at launch event in order to increase awareness of partnership and funds being donated (5%) to organization. Also, have the opportunity to allow customers to make donations at the event. Tactic: The launch event will be held on Saturday, August 22, 2015 from 2-4pm at the Shops at North Bridge Nordstrom in Chicago, IL. Tory Burch, her marketing team, and myself (Brand Manager), will be hosting the launch event. As the Brand Manager, I added 100 additional Kelly Daily Planners to the purchase order in order to have a customer incentive to participate in the launch event. This also will allow the customer to become more knowledgeable of the Skooled by Tory Burch collection and the social responsibility partner, U.G.L.Y organization. The first 100 people to purchase the $20 Kelly Daily Planners have the opportunity to get them signed by Tory Burch, who will be making a special appearance at the launch event. U.G.L.Y organization will also be at a separate booth sharing information about the organization and the partnership with Tory Burch. Social media will promote the new collection and create excitement through talking about the launch event and social responsibility partner. Outlets such as Facebook, Twitter, and the Nordstrom splash page will be used. Control Method: 100 autographed daily planners by Tory Burch. Execution Team: Tory Burch marketing team, Brand Manager, & U.G.L.Y marketing team
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Marketing Plan Maintenance 30% Objective: Establish brand loyalty, expand client base. Plan: • Continue Social Media: Facebook & Twitter (Promotes gift with purchase 1 week before) • Gift with Purchase: Set of 3 Signature Tory Burch Pencils Tactic: During the maintenance phase of the collection (late September 2015), Skooled by Tory Burch will have a gift with purchase that includes a set of 3 signature Tory Burch pencils. The gift with purchase is given to anyone who purchase $50 or more from the Skooled by Tory Burch collection during Sunday, September 27-October 3, 2015. Social media will continue promoting the new collection through Facebook and Twitter. Control Method: Gift with Purchase. Execution Team: Tory Burch marketing team and Brand Manager.
Clearance 20% Objective: Reduce Skooled by Tory Burch Inventory Plan: • Social Media: Facebook & Twitter (Promotes Limited Edition “You’ve Been Skooled” Tory Burch T-shirt) • Private Sale (Customers preview new collection & receive free Tory Burch T-shirt with any qualifying Skooled by Tory Burch purchase of $50 or more). Supplies Limited. Tactic: Private sale will be held mid-late October 2015 in order to reduce inventory for upcoming Tory Burch collections. The private sale will be in the form of mailed or emailed post card to loyal customers that will have the opportunity to preview upcoming collections. They also will receive a free “You’ve Been Skooled” Tory Burch T-shirt with a purchase of $50 or more. Supplies are limited in order to have the customers feel more eager to purchase. Control Method: Collection Preview & Private Sale with Free T-Shirt. Execution Team: Tory Burch marketing team & Brand Manager.
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