Madison Hewett Merchandise Management
TABLE OF CONTENTS Mission & Vision Statement Company Philosophy Visual Story Board Customer Demographic Customer Psychographic Style Numbering System Model/ Line Sheet Costing Sheet Development Calendar Unit Distribution Sheet Invoices Introductory Floor Plan Key Code Fixture Worksheet Maintenance Floor Plan Clearance Floor Plan
MISSION STATEMENT The Ettiene Essentials’ mission is to offer a revolutionary approach to more youthful and optimal skin health at an exceptional price. We are continuously fighting to unlock the secrets of aging, within science and nature. All of our products are allergy tested, free of dyes, synthetic fragrances, mineral oil and parabens. Our mission is to provide the best possible skin care products that have rivaling results to the industries top competitor. Not only do we take great pride in skin, but also in nature. All of our products are derived from plant stem technology, where nature and science merge. To help preserve our environment, all product containers are made of 60 percent recycled material.
COMPANY PHILOSOPHY The Ettiene Essential’s philosophy is to provide our customers products that will boost their skin’s health and appearance, at an exceptional price and convenience. We find it crucial to merge science and nature into one, creating a brand that is hypoallergenic and natural, while scientifically proven to show anti-aging results. To support nature’s role in our skin care line, all product containers are made of 60 percent recycled glass and metal material. Our packaging is free of plastic; better for the environment and your skin. To encourage our customers to reduce environmental waste, each product label lists how to properly recycle Ettiene Essentials containers. Reusing the moisturizer and cleanser containers are also strongly encouraged for sustainability. Our customers are encouraged to bring in clean and empty Ettiene Essentials containers, to be reused and filled at participating stores. For each container that is reused, the customer will save 10% on the original retail price. The Ettiene Essentials Spring 2015 collection will be available for sale from January to July. Ettiene Essentials is a specialty boutique that can be found in participating retailers, including Target, Walgreens, Macy’s, Whole Foods Market, and Ulta.
MOOD BOARD
CUSTOMER DEMOGRAPHICS Geographic Segmentation Region: North, South, East, & West City Size: 100,000+ Population Density: Urban & Suburban Climate: Hot, Temperate & Cold Demographic Segmentation Age: 20-65+ Gender: Male & Female Household Size: 1, 2, 3, 4 or more persons Income: Up to $200,000 Occupation: Professional, retired, unemployed Education: Some college, college graduate
Sociocultural Segmentation Culture: All Sub culture Religion: All National origin: All Race: All Social Class: All Marital status: Single, married, divorced, widowed Psychographics: Achievers, strivers Affective and Cognitive Segmentation Degree of knowledge: Expert, novice Benefits sought: Convenience, economy, prestige Attitude: Positive, neutral Behavioral Segmentation Brand loyalty: None, divided, undivided loyalty Store loyalty: None, divided, undivided loyalty Usage rate: Medium, heavy User status: Nonuser, ex-user, current user, potential user Payment method: Cash, credit card Media usage: Newspapers, magazines, TV Usage situation: Work, home, vacation
CUSTOMER PSYCHOGRAPHICS Age? 54 Occupation? Level of job? Flight Attendant of 8 years. Where do they live? Susan lives in San Diego, California, however is constantly traveling around the world. Single or married? Kids? Susan is divorced as of 12 years ago. When she has the time, she goes on dates with people she has met in person or on EHarmony, though is not currently exclusive. She has two kids, both of which are out of college and in their late 20s. She has a strong relationship with both children, especially with her daughter Audrey who lives in San Francisco. Her older son Justin, age 29, lives in Minnesota. Susan flies to MSP at least once a month, therefore sees her son often. Education level? After graduating University of California, Irvine, with a master’s degree in accounting, Susan worked as an accountant for 18 years. After retiring from her accounting career at age 46, she spontaneously changed occupations. What life-stage are they in? After working at a stressful job for many years, Susan finally lives carefree and happy. She focuses on being healthy and living an active lifestyle. Favorite movies? Man on Wire, Chinatown, Hurt Locker Favorite restaurants? Grass Fed, The Oceanaire, Sea Rocket Bistro What magazines do they read? National Geographic, Food & Wine, Travel Favorite music? Bands? Ray LaMontagne, Tom Petty, The Pretenders Favorite artists and/or art movement? Frieda Kahlo, Pablo Picasso Are they tech-savvy? Not tech savvy, however takes her Ipad Mini everywhere she goes What other designers do they like? Donna Karen, DVF, Jason Wu Where do they shop? Frye Company, Target, Trader Joe’s, CB2, local farmer’s markets, auctions, flea markets Shopping attitude? Susan lives extremely modestly and has minimal ‘stuff’, only buying necessary items. However when she does purchase, she buys higher priced point items, to insure satisfaction and quality. What types of vacations do they like? Going to places she never goes. Exploring the land, culture and restaurants. She would rather be actively exploring, rather than lounging and relaxing. She enjoys meeting the locals and taking suggestions on activities to do and places to go. What are their political views? Susan refers herself as a conservative Democrat. Hobbies? Susan enjoys cooking, reading novels, writing, yoga, wine tasting, hiking, walking the beach and spending time with her children.
DAY IN THE LIFE After hitting the snooze button four times, Susan rolls out of bed at 4:15 AM. Firstly, she makes a cup of Blood Orange Oolong tea and feeds her two cats breakfast. Routinely, she draws a hot eucalyptus bath to unwind before a long day of work. Susan washes her face, moisturizes and puts on makeup. After getting dressed into her uniform, she prepares herself a green breakfast smoothie and a packable snack lunch, containing a salad, Swiss cheese and raspberries. She packs a small duffle bag of clothes and she sets off to work. Susan drives approximately five miles to work in her 2006 Mini Cooper. At around 5:45 AM, she arrives to the San Diego International Airport. She works as a flight attendant for Delta and has been working in the field for nearly 8 years. Previously to being a flight attendant, she had worked in the corporate world her entire career. After being a financial advisor for 18 years, she had grown tired of the field and spontaneously changed careers. Traveling has always been a passion of hers, therefore she took up the career of becoming a flight attendant. Twice a week she sets off to a new destination, where she will spend a night or two before returning home. This time her itinerary takes her to gate 15B, where she will be flying to Denver, with the final destination of Chicago. After flying for nearly 8 hours straight, Susan finally arrives to Chicago where she spends the night. Once arriving to O’Hare, she runs to the nearest Starbucks for a quick Chai Tea latte before taking the train to the Loop. She arrives to a Hilton hotel in downtown and unpacks her belongings. After a 20-minute nap, she once again sets off to explore the city. Susan spends the late afternoon venturing in Wicker Park, shopping at local boutiques and bookstores. She doesn’t necessarily shop with intention, but has the mission to find something small and unique. At a small boutique, she finds a glass Frieda Kahlo keychain. Since Kahlo happens to be one of her favorite artists, she happily purchases the item. After spending a few hours walking along the streets of Wicker Park, she decides to make plans for the evening. Being that she visits Chicago often, she calls a few friends to meet up for a drink and dinner. She and her friends decide upon going to a restaurant opening in the West Loop neighborhood. The restaurant specializes in a farmto-table concept. After ordering a few glasses of Cabernet and the chief’s special, she takes the train back to her hotel. Once arriving back to her hotel, Susan spends 45 minutes relaxing through yoga and meditation. At around 8:30 PM, she brushes her teeth, washes her face and changes into her nightgown. After reading the New York Times for 30 minutes, she turns off the lights and goes to bed.
STYLE NUMBERING SYSTEM
MODEL LINE SHEETS
CITRUS FACE WASH Revitalizing face cleanser with anti-aging and skin brightening properties. Removes all makeup without stripping the skin of natural oils. With continued use, skin appears firmer and more youthful. Made without parabens, synthetic fragrances, or dyes. • Available in 6 & 3 fl. oz. • #1A11511 • $9.99- 6 fl. oz. / $5.99- 3 fl. oz.
CITRUS FACE WASH 6 FL. OZ.
GLYCOLIC FACE TONER Contains Glycolic acid that promotes removal of dead skin cells, without irritating the skin. Helps improve the overall appearance of firmness, tone, and reduces pore size. Fragrance and paraben free. • Available in 6 & 3 fl. oz. • #1A61111 • $12.99- 6 fl. oz. / $6.99- 3 fl. oz.
GLYCOLIC FACE TONER FACE WASH CITRUS FL.OZ. OZ. 66FL.
CAFFEINE-INFUSED EYE CREAM This eye treatment cream lifts and brightens the eye area with coffee extracts. • Available in fragrance free, coffee bean, and cucumber scented • .5 fl. oz. • #1A32131 • $5.99
CAFFEINE-INFUSED EYE CREAM .5 FL. OZ.
DEEP WRINKLE SERUM Deep lines and wrinkles are smoothed and minimized with minutes of application. With continued use, skin texture is improved and appears healthier. • 1 fl. oz. • #1A41141 • $5.49
FACE MOISTURIZER WITH 35 SPF An anti-aging and hypoallergenic moisturizer containing 35 SPF for everyday use. • Available in fragrance free, lightly scented cucumber, and lemon basil. • 4 fl. oz. • #1A21121 • $6.49
FACE MOISTURIZER WITH
35 SPF FACE WASH CITRUS 64 FL. FL.OZ. OZ.
NIGHTLY FACE MOISTURE THERAPY Nightly facial moisturizer that replenishes and relieves dry, flaky skin. • Available in fragrance free, cucumber, and grapefruit citrus. • 4 fl. oz. • #1A23121 • $9.99
NIGHTLY FACE MOISTURE THERAPY .4 FL. OZ.
NECK FIRMING MOISTURIZER Potent anti-aging moisturizer formulated for the neck. Will improve skin’s firmness, and reduce lines and wrinkles. • Available in fragrance free, lavender eucalyptus, and cucumber. • 4 fl. oz. • #1A245 • $9.99
NECK FIRMING MOISTURIZER 4 FL. OZ.
SEA SALT EXFOLIATING SCRUB Natural sea salt scrub exfoliates away dead skin cells and impurities, while soothing the appearance of irritated skin. Can be used on face and body. • Available in lemon basil, lavender eucalyptus, almond, grapefruit citrus, and cucumber. • Available in 6 & 3 fl. oz. • #1A51211 • $12.99- 6 fl. oz. / $6.99- 3 fl. oz.
SKIN BRIGHTENING SERUM A daytime serum to help improve the brightness and complexion of face, eyes and lips. • Fragrance free. • 1 fl. oz. • #1A42141 • $6.49
DEEP WRINKLE SERUM 1 FL. OZ.
ANTI-AGING BODY LOTION Daily anti-aging body lotion that improves appearance of dimpled and dry skin. Skin appears to be tightened and supple after continued use. • Available in fragrance free, lemon basil, lavender eucalyptus, almond, grapefruit citrus, and cucumber. • 10 & 3 fl. oz. • #1A26161 • $10.49- 10 fl. oz. / $3.99- 3 fl. oz.
ANTI-AGING BODY
LOTION FACE WASH CITRUS FL.OZ. OZ. 6 .4FL.
TINTED FACE MOISTURIZER WITH 35 SPF A color tinted hypoallergenic moisturizer containing 35 SPF for everyday use. May be used as foundation to even skin’s complexion, while providing protection against sun. • Fragrance free. • 4 fl. oz. • Available in porcelain, fair, ivory, honey, sand, neutral, clove, espresso. • #1A22122 • $7.99
TINED FACE MOISTURIZER CITRUS FACE WASH FL. OZ. 64FL. OZ.
SUN-LESS BRONZING BODY & FACE LOTION
Lightweight, non-greasy selfbronzing lotion that can be used for face and body. Lotion is long lasting, and provides a natural-looking glow within an hour of application. • Available in fragrance free and almond. • 6 fl. oz. • Available in light, medium and dark bronze. • #1A2511A • $9.99
SUN-LESS BRONZING
LOTION FACE WASH CITRUS FL. OZ. 6 6FL. OZ.
GENTILE EYE MAKEUP REMOVER A lightweight and non-greasy lotion, designed to gently remove eye makeup without stinging eye area. Safe for contact lens wearers. • Fragrance free. • 6 & 3 fl. oz. • $7.49- 6 fl. oz. / 3.99- 3 fl. oz. • #1A31121
GENTILE EYE MAKEUP
REMOVER CITRUS FACE WASH 6 FL. OZ. 6 FL. OZ.
COST MODEL SHEETS
DEVELOPMENT CALENDAR
INTRODUCTARY FLOOR PLAN
• Beginning on hand: 1993 • Sales: 797 • Ending on hand: 1196
UNIT DISTRIBUTION
KEY CODE SHEET
FIXTURE WORKSHEET Fixture B, D, F, L: • 4 shelving units, 3 shelves per unit • Nailed into wall above drawer units (fixture A, C, E, K) • Width: 55" Depth: 15" Height: 18.25"
FIXTURE WORKSHEET Fixture A, C, E, K: • Low concrete counter with four drawers to hold products • Width: 55" Depth: 15" Height: 18.25”
FIXTURE WORKSHEET Fixture J: • Rubix shelf • Width: 60" Depth: 20" Height: 19.25” • Nailed to wall above fixture I
FIXTURE WORKSHEET Fixture I: • Navy sliding door storage for excess Anti-Aging Body Lotion units • Width: 60" Depth: 20" Height: 19.25” Fixture H: • Solid grey stained wood top with silver iron base • Diameter: 40” Height: 30”
MAINTENANCE FLOOR PLAN
Beginning on hand: 1196 Sales: 797 Ending on hand: 399
CLEARANCE FLOOR PLAN
Beginning on hand: 399 Sales: 399 Ending on hand: 0
INVOICE
INVOICE
MARKETING BUDGET FOR WATER TOWER STORE
MARKETING CALENDER
ABOUT THE OWNER Madison Hewett entered into the skin care industry after graduating from Columbia College with a Bachelors of Art in Fashion Business. After hearing numerous complaints of the expense of anti-aging skin care products, she felt inspired to develop a brand that protected the skin from aging, at an affordable price. Being born with extremely sensitive skin, she developed a line that was gentile, yet had noticeable results. In addition to having a passion for beautiful and healthy skin, Madison has consistently valued environment sustainability and product reusability. She found it very important to incorporate this into her business, which resulted in the ability to refill containers at Ettiene Essential’s retail stores. Not only does she want customers satisfied with their skin’s appearance, but also feel confident that they are contributing to a cleaner world.