CONTENTS. Brand Overview
Assortment Plan
Visual Merchandising
Social Media Strategy
Pop Up Shop
Travel Retail Dilemma Future Plans
BRAND OVERVIEW. MISSION STATEMENT. Our mission is to empower younger women with high quality basics that will take them anywhere and make them feel confident.
BRAND OVERVIEW. VISION. Our vision is to start small in the Southern region and grow as we create an iconic style for the modern woman.
VALUES. - Sustainability - Women - Based - Promote Small Business
- Philanthropy - Promote Communities
BRAND OVERVIEW.
PRODUCTS. Sweaters, Shoes, & Hats
PLACE. Corner of Bull & Broughton, Savannah, Georgia
PRICE. $10 - $25
PROMOTION. Instagram, Website, Facebook, travel retail, pop up shop, local advertisements, and local student discounts
PEOPLE. Inclusive for the modern, confident woman.
MOOD BOARD.
CONSUMERS. VIDEO HERE
OVERVIEW. 15-25, Middle Class, Minimalistic, Environmentally Conscious, Experiencer, Poetic
PERCEPTUAL MAP.
High Price
Low Quality
High Quality
Low Price
SWOT. STRENGTHS. local, give back to the community, low price, inclusive, transparent, sustainable education
WEAKNESSES. small company, location
OPPORTUNITIES. global expansion, larger product range
THREATS. simple business model, easy to replicate
Retail Price
Cost
Sales Units
Green Sweater
$25.00
$5.00
573,120
$14,328,000.00
$2,865,600.00
$11,462,400.00
18%
White Sweater
$25.00
$5.00
545,700
$13,642,500.00
$2,728,500.00
$10,914,000.00
17%
Black Sweater
$25.00
$5.00
512,906
$12,822,650.00
$2,564,530.00
$10,258,120.00
16%
Green Hat
$10.00
$2.00
891,400
$8,914,000.00
$1,782,800.00
$7,131,200.00
11%
Black Hat
$10.00
$2.50
922,850
$9,228,500.00
$2,307,125.00
$6,921,375.00
11%
White Hat
$10.00
$2.00
743,012
$7,430,120.00
$1,486,024.00
$5,944,096.00
9%
Black Shoe
$12.00
$5.50
626,882
$7,522,584.00
$3,447,851.00
$4,074,733.00
7%
White Shoe
$12.00
$5.00
421,506
$5,058,072.00
$2,107,530.00
$2,950,542.00
5%
Green Shoe
$12.00
$5.00
418,280
$5,019,360.00
$2,091,400.00
$2,927,960.00
5%
$83,965,786.00
$21,381,360.00
$62,584,426.00
$15.67
$4.11
5,655,656
Revenue
Cost $
Profit
MOB%
ASSORTMENT PLAN.
Assortment
HERO PRODUCTS.
DEPRIORITIZED PRODUCTS.
VISUAL MERCHANDISING.
TRAFFIC FLOW. Our mission is to empower younger women with high quality basics that will take them anywhere and make them feel confident.
IN-STORE INTERACTIONS.
ATTRACT.
IN-STORE INTERACTIONS.
ENGAGE.
IN-STORE INTERACTIONS.
CONVERT.
NEW PRODUCTS.
WHAT. White Tee Shirt
NEW PRODUCTS.
WHAT.
ELIMINATED PRODUCT.
White Tee Shirt
Green Shoe
NEW PRODUCTS.
WHAT.
ELIMINATED PRODUCT.
White Tee Shirt
Green Shoe
WHERE. Corner of Bull & Broughton, Savannah, Georgia
NEW PRODUCTS.
WHAT.
ELIMINATED PRODUCT.
White Tee
Green Shoe
WHERE.
WHY.
Corner of Bull & Broughton, Savannah, Georgia
Corner of Bull & Broughton, Savannah, Georgia
NEW PRODUCTS.
WHAT. Mid Wash Skinny Jean
NEW PRODUCTS.
WHAT.
ELIMINATED PRODUCT.
Mid Wash Skinny Jean
White Shoe
NEW PRODUCTS.
WHAT.
ELIMINATED PRODUCT.
Mid Wash Skinny Jean
White Shoe
WHERE. Corner of Bull & Broughton, Savannah, Georgia
NEW PRODUCTS.
WHAT.
ELIMINATED PRODUCT.
Mid Wash Skinny Jean
White Shoe
WHERE.
WHY.
Corner of Bull & Broughton, Savannah, Georgia
Corner of Bull & Broughton, Savannah, Georgia
SOCIAL MEDIA STRATEGY. OVERVIEW. As No Rain. No Flowers. is a new store, we want to properly introduce the brand to the community. By spreading awareness through collaborations with SCAD students and major city events, we will cater to students, tourists, and locals alike.
SOCIAL MEDIA STRATEGY.
Jul
Aug
Sep
Oct
Nov
Dec
Content Focus
Opening store 4th of July
Back to school Scad freshmen
Labor Day Fall
Halloween
Thanksgiving
XMAS New Year
Target Consumer
College students tourists
Scad families tourists
Tourists College students
Tourists Locals
Tourists Locals Scad Film Fest
Marketing Moment
Content Details
Target KPI
Fall
Fall Halloween
Summer
Back to School
2x week Insta Story Grand opening Live 3x Geo Tag
Student in store discountwelcome back 3x Insta post 2x Facebook 2x week Insta Story
3x Insta Post 3xInsta Story/engage 2xFacebook
Best Costume Contest/festivities 4xInsta post 3xFacebook 5xInsta Live/Poll
Traffic +3% Follows+5% Comments +3%
Traffic +4% Follows +7% Comments +5%
Traffic +5% Follows+ 4% Comments +6%
Traffic +7% Follows+5% Comments +10%
Thanksgiving Family Movie Goers
Tourists Locals
Holidays Winter
Turkey Trot/Food Drive 4x Insta post 3xFacebook 3x Insta Story Geo tag- SCAD Film Festival events
Toy Drive 5x Insta post 4x Insta story 5xFacebook
Traffic +10% Follows +8% Comments +12%
Traffic +20% Follows +10% Comments +15%
SOCIAL MEDIA STRATEGY.
Objective: Introduce and engage community with grand opening Audience(s): Savannah students & Tourists Attract
Desired Outcome: Increase traffic to own Website and Insta by 20% in Sept. More brand awareness and cohesive flow of store operations. Objective: Continue repeating visits and credibility, interactive content
Engage
Audience(s): Incoming freshmen and families, locals, tourists Desired Outcome: Increase followers, likes, tags, posts, traffic flow, comments Objective: Push purchase and after purchase behavior, create a sense of store community
Convert
Audience(s): Families, locals, tourists, students Desired Outcome: Participating events and community give back, highest peak in engagement and traffic for holidays
Tactics: Post live feed of grand opening Post on insta of live event and tour of new store Feedback from customers of Opening day event Store party
Messages:
Tactics: Geotag, collaborating in community events/SCAD events, hold store events and entertainment SCAD in store discount Target SCAD Film Fest
Messages
Tactics: Tag and repost, post-followcomment discount
Messages:
Exciting, original, welcoming
High demand/popularity, inclusive, appreciation
Give back, family, joy
MOCKUPS.
POP UP SHOP.
CHARLESTON, SOUTH CAROLINA. Similar to Savannah, Charleston has a certain historic charm that resonates with our consumer. Although a little bit more upscale, we felt as though No Rain. No Flowers can offer the Charlestonian customer a unique experience and affordable, trendy pieces.
THEME.
VIDEO HERE
BRINGING US TO YOU. -
Encourage and empower women Vendor at Charleston Annual Food Truck Festival Closet - like space Attract through the illusion of a food truck
RETAIL EXPERIENCE.
VIDEO HERE
EDUTAINMENT. - Smart mirror that says positive affirmations everytime someone walks by - Two employees total
STIMULI.
STRATEGY. - We will provide a menu of what we will offer. - The objective is to attract customers moreso with the “why” of the brand and then convert them with the products.
EXPLOITABLE.
STRATEGY. - If successful, we will be able to take this idea on tour. - Potential to participate and collaborate with many women’s empowerment groups across the U.S.
TRAVEL RETAIL. ATLANTA AIRPORT. Since 1998, Hartsfield - Jackson has been the busiest airport in the world. Average 275,000 passengers a day
TRAVEL RETAIL. TARGET CONSUMER. Liz is a student at SCAD Atlanta and is traveling to Lacoste, France for a summer abroad! Atlanta Airport ------> Paris, Charles de Gaulle Airport She is a junior studying art history and loves photography and drawing in her free time.
CONSUMER JOURNEY.
Liz is traveling to Lacoste, France for her Summer abroad. She checks in, notices the NRNF advertisements and other people carrying the tote bag around the airport. She has time before departure and decides to stop and shop.
She buys the “AllInOne” bag, complete with logo t-shirt, jeans, boots, and hat all in her size easy to grab and go. She’s happy with her purchase and is excited to have another outfit for her trip and bag to put other souvenirs and snacks in. She posts a photo in France at the park with her bag + book and tags the company @norainnoflowers and plans on stopping on her way back to Atlanta!
DILEMMA.
UMBRELLAS. Because hats are banned, we have decided to carry another product: umbrellas. Being located in such a rainy city, No Rain. No Flowers. believes that these will be a great alternative to hats. They will be a top seller with tourists and they also have affirmations on each that go along with the message of the brand.
FUTURE PLANS. “NO RAIN� LIFESTYLE. We will begin to expand our community aspect by creating a community center for the youth providing different seminars and hosting different events with the non-profits in the community We would also like to begin to sell Mens and Kids as well as small home decor items like plants and throw pillows.
FUTURE PLANS.
NO RAIN. NO FLOWERS. Final Project | Professor Meloney Moore | FASM 415 | Winter 2019 Madelynne Nagel | Tayja Strickland | Emily Lucas | Madison Todd