MADISON HAHN MERCHANDISING
TABLE OF CONTENTS ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
Mission Statement Mission Philosophy Mood Board Customer Profile Day In The Life Product Classification Model Line Sheets Cost Sheets Development Calendar Unit Distribution Sheet Invoice Form Introductory Floor Plan Fixtures Key Code Sheet Maintenance Floor Plan Clearance Floor Plan Marketing Budget Marketing Plan Marketing Calendar Press Kit
MISSION STATEMENT COMME des GARÇONS PLAY is a women’s under garment line that offers our consumer comfortable fabrics, fashion-forward designs, and exceptional quality and fit. PLAY consumes a customer with avant-garde eyes who wants to represent the artisanal brilliance the brand has embodied. Our mission is to empower women to express their individuality through our minimalistic designs and iconic bug-eyed logo.
MISSION PHILOSOPHY COMME des GARÇONS PLAY aims to empower women to embrace their individuality through extremely comfortable under garments. The perfect fit of our merchandise will allow women to exude confidence and feel amazing in their own skin. We strive to establish a personal relationship with all of our customers at our Soho, New York City Location. Our Spring 2017 COMME des GARÇONS PLAY under garment line will launch in January 2017.
CUSTOMER PROFILE GEOGRAPHIC SEGMENTATION ● ● ● ●
REGION: ALL CITY SIZE: ALL URBAN/RURAL: ALL CLIMATE: ALL
PSYCHOGRAPHIC SEGMENTATION ● ● ●
SOCIAL CLASS: MIDDLE CLASS TO UPPER CLASS LIFESTYLE: ON THE GO, YOUNG PROFESSIONAL PERSONALITY: FASHION CONSCIOUS, ARTISTIC
BEHAVIORAL SEGMENTATION DEMOGRAPHIC SEGMENTATION ● ● ● ● ● ●
AGE: 18-30 SEX: FEMALE YOUNG SINGLE / YOUNG COUPLE INCOME: $25,000 - $50,000 + EDUCATION: COLLEGE GRADUATE RELIGION/ETHNIC BACKGROUND: ALL
● ● ● ● ●
STORE LOYALTY: DIVIDED BRAND LOYALTY: DIVIDED USAGE RATE: MEDIUM - HIGH USER STATUS: CURRENT USER PAYMENT METHOD: CREDIT CARD (ONLINE PURCHASER)
CUSTOMER PROFILE ● ● ● ● ● ● ● ●
AGE: 26 OCCUPATION: HIGH-END WOMEN’S FASHION BOUTIQUE OWNER NEW YORK CITY, EAST VILLAGE MARRIED WITH NO KIDS GRADUATED WITH A BACHELOR’S DEGREE IN FASHION BUSINESS AND PUBLIC RELATIONS FROM COLUMBIA COLLEGE CHICAGO NEWLY MARRIED AND NESTING FAVORITE MOVIES: ROMANTIC COMEDIES AND SCARY MOVIES FAVORITE RESTAURANTS: HOLE IN THE WALL MEXICAN SPOTS, AND OCCASIONALLY 5 STAR RESTAURANTS (EX. LE BERNADIN)
CUSTOMER PROFILE ● ● ● ● ● ● ● ● ● ●
MAGAZINES: VOGUE, HARPER’S BAZAAR, PAPER FAVORITE MUSIC: ROCK AND HIP HOP FAVORITE ARTISTS: HER HUSBAND, KANYE WEST, KELANI VERY TECH SAVVY FAVORITE DESIGNERS: RODARTE, COMME DES GARCONS, CELINE, CHANEL, AND NEW AND UPCOMING DESIGNERS SHOPS MOSTLY AT HER OWN BOUTIQUE, OR AT THRIFT STORES SHOPS FOR FUN AND IS VERY QUALITY FOCUSED VACATIONS: PARIS POLITICAL VIEWS: LIBERAL HOBBIES: YOGA, READ, PAINTING, TAKING WALKS, AND HANGING OUT AT COFFEE SHOPS
A DAY IN THE LIFE NEW YORK CITY, NY ● ● ● ● ● ● ● ● ● ● ● ●
7:00AM : WAKE UP, HITS ALARM 3 TIMES 7:30AM - 8:30AM: GETS READY FOR WORK 8:30AM - 9:00AM: GOES TO LOCAL COFFEE SHOP FOR BREAKFAST 9:15 : ARRIVES TO WORK 12:00PM : TAKES A BREAK TO HAVE A CIGARETTE 12:30PM - 3PM : FINISHES HER TASK LIST FOR THE DAY 3:00PM - 6:00PM : HAS LUNCH AND ATTENDS MEETING AT SOHO HOUSE 6:00PM - 6:15PM : TAKES A TAXI TO HER FRIENDS SHOWROOM 6:15PM - 8:00PM : DRINKS WINE WITH HER FRIEND AND DISCUSSES HER UP AND COMING FASHION LABEL 8:00PM - 8:15PM : TAKES A TAXI TO HER HUSBAND’S ROCK SHOW 8:15PM - 11:00PM: SUPPORTS HER HUSBAND’S BAND AND STAYS FOR THE WHOLE SHOW 11:00PM - 12:00AM: TAKE A TAXI HOME WITH HER HUSBAND AND GOES TO BED
PRODUCT CLASSIFICATION YEAR 1. 2017 SEASON A. SPRING CLASS 1. PANTIES 2. BRAS 3. BRALETTES 4. LEOTARDS SUBCLASS 1. PANTIES 1. HIPSTER 2. THONG 3. BIKINI 2. BRAS 1. T-SHIRT 2. PUSH-UP 3. BRALETTES 1. TRIANGLE 2. SCOOP NECK 3. SPORT 4. LEOTARDS 1. BIKINI 2. THONG
COLOR 1. BLACK 2. GREY 3. WHITE 4. B/W POLKA DOT 5. GREEN 6. ROYAL BLUE FABRICATION 1. COTTON/SPANDEX JERSEY 2. COTTON/MODEL 3. NYLON/SPANDEX SIZE 1. X SMALL 2. SMALL 3. MEDIUM 4. LARGE
PRODUCT CLASSIFICATION EXAMPLE 1A33312 1. 2017 A. SPRING 3. BRALETTES 3. SPORT 3. WHITE 1. COTTON SPANDEX JERSEY 2. SMALL
MODEL LINE SHEETS : PANTIES HIPSTER PANTIES (1A11312) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $50.00 CAN BE WORN UNDER PANTS, SKIRTS, DRESSES, ETC.
MODEL LINE SHEETS : PANTIES THONG PANTIES (1A12312) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $50.00 CAN BE WORN UNDER PANTS, SKIRTS, DRESSES, ETC.
MODEL LINE SHEETS : PANTIES BIKINI PANTIES (1A1312) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $50.00 CAN BE WORN UNDER PANTS, SKIRTS, DRESSES, ETC.
MODEL LINE SHEETS : BRAS T-SHIRT BRA (1A21322) FABRICATION: COTTON SPANDEX / MODEL (90% COTTON / 10% MODEL) SIZE: X SMALL - LARGE RETAIL PRICE: $120.00 CAN BE WORN UNDER SHIRTS, BLOUSES, SWEATERS, ETC.
MODEL LINE SHEETS : BRAS PUSH-UP BRA (1A22322) FABRICATION: COTTON / MODEL (90% COTTON / 10% MODEL) SIZE: X SMALL - LARGE RETAIL PRICE: $130.00 CAN BE WORN UNDER SHIRTS, BLOUSES, SWEATERS, ETC.
MODEL LINE SHEETS : BRALETTES TRIANGLE BRA (1A31322) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $100.00 CAN BE WORN UNDER SHIRTS, BLOUSES, SWEATERS, ETC.
MODEL LINE SHEETS : BRALETTES SCOOP NECK BRA (1A32332) FABRICATION: NYLON/SPANDEX (80% NYLON / 20% SPANDEX) SIZE: X SMALL - LARGE RETAIL PRICE: $100.00 CAN BE WORN UNDER SHIRTS, BLOUSES, SWEATERS, ETC.
MODEL LINE SHEETS : BRALETTES SPORT BRA (1A33322) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $100.00 CAN BE WORN UNDER SHIRTS, BLOUSES, SWEATERS, ETC.
MODEL LINE SHEETS : LEOTARDS BIKINI LEOTARD (1A41322) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $150.00 CAN BE WORN UNDER PANTS, SKIRTS, SHORTS, ETC., AND WORN WITH OR WITHOUT A TOP
MODEL LINE SHEETS : LEOTARDS THONG LEOTARD (1A42322) FABRICATION: COTTON SPANDEX (95% COTTON / 5% ELASTANE) SIZE: X SMALL - LARGE RETAIL PRICE: $150.00 CAN BE WORN UNDER PANTS, SKIRTS, SHORTS, ETC., AND WORN WITH OR WITHOUT A TOP
INVOICE
INTRODUCTORY FLOOR PLAN BACK WALL STAIRS
CASH WRAP
FITTING ROOMS SIDE WALL
VISUAL DISPLAY
F SEATING AREA
E C
D
Beginning On Hand: 1600 units 40% sellout: 640 units Ending On Hand: 960 units
A
B
VISUAL DISPLAY
VISUAL DISPLAY
FIXTURES - GLASS TABLE
Fixtures: A & B Capacity: 630 units
FIXTURES - GLASS TABLE
Fixtures: C & D Capacity: 465 units
FIXTURES - HANGING RACKS
Fixtures: E & F Capacity: 505 units
FIXTURES - LONG TABLE FOR SEATING AREA
FIXTURES - SEATS FOR SEATING AREA
MAINTENANCE FLOOR PLAN BACK WALL STAIRS
CASH WRAP
FITTING ROOMS SIDE WALL
VISUAL DISPLAY
F SEATING AREA
E C
D
Beginning On Hand: 960 units 40% sellout: 384 units Ending On Hand: 576 units
A
B
VISUAL DISPLAY
VISUAL DISPLAY
CLEARANCE FLOOR PLAN BACK WALL STAIRS
CASH WRAP
FITTING ROOMS SIDE WALL
VISUAL DISPLAY SEATING AREA
Beginning On Hand: 576 units 20% sellout: 115 Ending On Hand: 461
NEW ARRIVALS
VISUAL DISPLAY
NEW ARRIVALS
VISUAL DISPLAY
MARKETING PLAN TOTAL RETAIL SALES: $147,090 % MARKETING BUDGET: 7% $ MARKETING BUDGET: $10,296
MARKETING PLAN OBJECTIVE: Increase in-store sales 50% by January 2019 STRATEGY: Host a clothing release party each season for new and existing CDG customers to have a first look
TACTICS: ● ● ● ● ● ● ●
Send a small gift and personal invitation to loyal customers and celebrities allowing them a +1 Track RSVP’s/Obtain customer information Contact employees about the mandatory event Invite local photographers and bloggers to cover the event Hire a DJ/bartender Complimentary drinks Allow customers to buy merchandise before the general public
EVALUATION METHOD: Have the financial manager analyze the sales results in January 2019 to make sure goals were reached
MARKETING PLAN OBJECTIVE: Increase online sales 40% by January 2019 STRATEGY: Produce monthly editorial photo shoots that will be featured in international print and online publications
TACTICS: ● ● ● ● ● ●
Set up a month-to-month calendar that will outline when/where the editorials will be shot/published Hire freelance photographers/models/ makeup artists Schedule Employees to work the photoshoots Reach out to international publications that will feature the editorials Post published editorial pics on social media with the link to our online shop create a mobile friendly app for people on the go
EVALUATION METHOD: Have the financial manager analyze the sales results in January 2019 to make sure goals were reached
MARKETING PLAN OBJECTIVE: Increase customer loyalty 60% by January 2019
STRATEGY: Establish an art gallery for customers to enjoy before or after they shop
TACTICS: ● ● ● ● ●
Research and reach out to local artists/clients that will draw in another crowd Feature a new artist every 2-3 months Develop a calendar with set dates determining when and whose are will be featured Hire a freelance production team Hire an intern to overlook the gallery
EVALUATION METHOD: Have the general store manager analyze the conversion meter in January 2019 to make sure goals were reached
MARKETING PLAN OBJECTIVE: Increase social media followers 60% by January 2018
STRATEGY: Get celebrities, bloggers, and users with a strong social media presence to post photos using our slogan and a hashtag
TACTICS: ● ● ● ●
Create a specific slogan/hashtag Send merchandise to certain celebrities to wear and post on social media with hashtag Post daily content on Instagram, Twitter, Tumblr, and Facebook for continued growth Inform employees about the hashtag
EVALUATION METHOD: Have the marketing manager analyze the company’s social media following in January 2018 to make sure goals were reached
MARKETING CALENDAR