Merchandise Management Mallory Krugman
Merchandise Management Mallory Krugman
Mission Statement Invoice Company Philosophy Introductory Floor Plan Mood Board Key Code Sheets Customer Profile Fixture Worksheets Style Numbering Maintenance Floor Plan System Clearance Floor Plan Line Sheets Marke=ng Budget Cost Sheets Marke=ng Plan Planning Calendar Marke=ng Calendar Unit Distribu=on
Kat Kelly’s mission is to create luxury accessories that set Kat Kelly women apart from the crowd, by providing products that are fashionable, func=onal, and of the utmost quality. Kat Kelly products are iden=fiable because of their classic silhoueLes highlighted by updated details.
Kat Kelly strives to provide customers with luxury goods that are not only of the utmost quality, but also unique and incomparable to other high end products. Everything about Kat Kelly is unique, from the product line to our customer’s shopping experience. It is our goal to exceed our customer’s expecta=ons. Kat Kelly’s products feature classic silhoueLes with updated and trend oriented characteris=cs. Our products evolve as trendseOng staples in our customer’s wardrobes. Because Kat Kelly’s products are based off of classic silhoueLes, the pieces are =meless…with a twist. Kat Kelly prides itself on the personal shopping experience our customer’s receive from the second they walk into our bou=ques. Our shoppers experience in=mate seOngs, which are not overwhelmingly large or overpowering. Our sales associates are dedicated to providing exper=se in every aspect of the product line. Kat Kelly pieces are an investment, and we understand the importance of not rushing a purchase. Our retail space is open and invi=ng. It is colorful and filled with sea=ng, tables, and mirrors to ensure comfort and ease during shopping. Our products are displayed in an organized fashion using simplis=c, yet appealing, merchandising techniques. In the store items are arranged according to style and color. During their =me in our store, shoppers develop the desire to want to become empowered, stylish, colorful, and classy. She will want to become a Kat Kelly Woman. Our first storefront is located in New York, New York in the epicenter of a major shopping district. We do have plans to open more bou=ques in major U.S. ci=es such as Los Angeles and Chicago. Eventually, it is our goal to become a mul=na=onal brand, with stores worldwide. Kat Kelly’s first line will be launched in Spring 2013. Produc=on begins in July of 2012. The Spring line will be shipped from October to December 2012. The selling period will start in January 2013 and will con=nue un=l April of 2013.
Kat Kelly
Mila is the epitome of the Kat Kelly woman. She is youthful and refined, intelligent and s=ll spontaneous, classic but daring. Mila upholds the character quali=es that Kat Kelly strives to represent in their products. Mila lives in New York City. She loves being downtown with all of the ac=on. She dwells in an immaculately decorated apartment. Although her sense of style is defini=ve by her living space, it remains very simplis=c and understated. She is clean and organized, with every detail of her space in perfect order. Mila wakes up next to her English bulldog, Maxie, who is the pride and joy of her life. As she and Maxie roll out bed to start their day, Mila hits the “play” buLon on her iPod, for some energe=c morning music. The sounds of The Beetles fill the halls of her apartment as Mila and Maxie walk to the kitchen. Mila’s housekeeper has already brewed a pot of coffee. Maxie is fed a bowl of organic dog food as Mila sips on her cup of coffee. It is Friday at 7:00am. Mila has to be at work at Vogue by 9:00. She quickly slips on some jeans, a t‐shirt, and some Converse sneakers to take Maxie on a quick walk around the block. She of course brings her iPod. She never walks anywhere without music. Mila listens to an eclec=c variety of music. She enjoys the classics, like The Beetles, but also listens to Indie Rock, Hip Hop, and preLy much a liLle bit of everything. She is never stuck in a rut when it comes to music, as well as many other aspects in her life, because she is constantly seeking new changes and trends. As Mila and her pup, Maxie, head back home, she makes a quick stop at the local newsstand and picks up a copy of the morning paper. She will skim through the ar=cles in the cab on her way to work. She knows she has a busy day ahead of her and probably will not have =me to read the whole thing, but she feels in necessary to remain as up to date as possible on current events. Ader Mila takes a quick shower, she heads to her closet. Mila’s closet is larger than her bedroom. It is the least modest aspect of Mila’s life. Although she comes from an extremely wealthy family, she does not like to flaunt her money, except when it comes to her wardrobe. It takes a while for her to finally decide on an oufit for work. She is lucky enough to work at Vogue magazine, so fashion risks are encouraged and with a wardrobe as amazing as hers, Mila cannot really make a poor fashion decision. It is spring and the weather is beau=ful today, so she decides on a tan blazer with matching shorts and a white buLon down shirt. She plays it
safe with her clothes. With accessories, it is a completely different story. She grabs “The Samantha,” a brightly colored Kat Kelly clutch to spice up her oufit, and rushes out the door to hail a cab. Her morning at Vogue include mee=ng a few clients and signing off on a few of her style editor’s fashion spreads. She is on and off the phones all morning with some extremely important individuals in the fashion industry. Luckily, she has =me today to take a quick lunch break. She made plans with her boyfriend, Lucas, to grab a bite to eat at a café close to work. Eric is a stockbroker whom she met at one of her frequent adventures to the dog park. Mila orders a spinach salad for lunch. She sips Pellegrino as she people watches through her Chanel sunglasses. She is only half hearing what Eric is talking about…something about the stock exchange. Ader work, Mila takes a cab back to her apartment, where Maxie is eagerly wai=ng at the front door. She cuddles and plays with him for about an hour, and they go on another walk. When they get back, it is about 7:00pm. Mila freshens up, and puts on a Diane Von Furstenberg cocktail dress. She is carrying the same oversized clutch she wore to work. and heads out to meet Eric for dinner and drinks before they head to the club with their friends. Mila goes out with the same group of people. She is somewhat of a socialite and is very bubbly and outgoing, but only considers a select few her genuine friends. Mila, Eric, and about 7 other people meet around 11:00pm at the hoLest nightclub in New York. The bouncer recognizes Mila and her friends, and lets them skip line and go directly to their VIP table in the back. Mila drinks champagne and dances, but always keeps her composure and remains well mannered. She is a classy party girl. At the end of her night, Mila kicks off her heels, and falls into her luxurious bed, where Maxie is curled up and fast asleep. She kisses him good night, and falls asleep. She is s=ll wearing the Diane Von Furstenberg dress. Mila perfectly represents the Kat Kelly customer. She is a young woman who is established, hard working, well mannered, and loved by many. She is hard working, but free spirited. She is a trendseLer in her own right, but pulls inspira=on from classic fashion. Never afraid to make a statement, Mila is a Kat Kelly woman.
5 COLOR
1 YEAR
1 JET BLACK 2 DRY COFFEE 3 ADOBE ORANGE 4 VERY MUSTARD 5 HOT FUSCIA 6 PALE CORAL 7 NAVY 8 HOT ROYAL 9 DEEP TEAL 0 TURQUOISE A NEON KIWI
1 2013 2 SEASON A SPRING 3 CLASS 1 PURSES 2 WALLETS 3 TECHNOLOGY ACCESSORIES 4 SUB CLASS 1 PURSES 1 ENVELOPE CLUTCH "ALEX" 2 FOLD OVER CLUTCH "SAMANTHA" 3 CROSSBODY BAG "RUBY" 4 TOTE "KATE" 5 STRUCTURED HANDBAG "MILA" 6 STRUCTURED HANDBAG "MIMI" 7 WEEKENDER "JILL"
6 FABRICATION 1 LEATHER 2 SNAKE SKIN 3 SUEDE 4 COTTON 7 SIZE 1 SMALL 2 MEDIUM 3 LARGE 4 EXTRA LARGE 5 OVERSIZED
2 WALLETS 1 ENVELOPE WALLET "PENNY" 2 CLASP WRISTLET "CHER" 3 ZIPPER WALLET "PENELOPE" 4 ZIPPER WRISTLET "CHARLOTTE" 3 TECHNOLOGY ACCESSORIES 1 LAPTOP MESSENGER "LIZA"
EXAMPLE:
1A15513 1 2013 2 SPRING 3 HANDBAG 4 STRUCTURED HANDBAG "MILA" 5 HOT FUSICA 6 LEATHER 7 LARGE
Alex
Envelope Clutch
The “Alex” is a versa=le 100% leather envelope clutch. It comes in four colors, each accented with a ver=cal stripe down the front. The “Alex” comes in size medium. STYLE #: 1A11613
Samantha Fold Over Clutch
The “Samantha” is a large 100% leather pouch. It is versa=le in that it can be carried as a pouch or folded over as a more compact clutch. The “Samantha” comes in four colors, each accented with a horizontal stripe. The “Samantha” comes in size medium. STYLE #: 1A12012
Ruby
Cross Body Bag
The “Ruby” is a small 100% leather cross body bag. It’s shoulder strap is accented with a 14K gold chain. The “Ruby” is made in four colors and comes in size medium. STYLE #: 1A13811
Kate
Tote Bag
The “Kate” is a simplis=c tote bag. It comes in size large. The “Kate” comes in four colors with four different accent colors. The tote is 100% leather. STYLE #: 1A14613
Mila
Structured Handbag The “Mila” is a large and versa=le structured handbag. It Comes in six different colors. The “Mila” comes in size large sizes. It is 100% leather and features matching snake skin accents. The “Mila” is work appropriate and can easily adapt to be the perfect weekend accessory. STYLE #: 1A15812
Mimi
Structured Handbag The ”Mimi” is a 100% leather structured handbag. It adds the perfect pop of color to any oufit. The “Mimi” comes in four color combina=ons and in size large. STYLE #: 1A1012
Jill
Weekender The “Jill” is the perfect bag for a weekend getaway. It is a 100% leather duffle bag. The “Jill” comes in three color combina=ons and can be purchased in size extra‐large. STYLE #: 1A17113
Penny
Envelope Wallet The “Penny” is a 100% leather wallet. The “Penny” comes in four colors that coordinate with the other accessories in the product line. The “Penny” comes in only size small. STYLE #:1A21511
Cher
Clasp Wristlet The “Cher” is a 100% leather wristlet with a clasp closure and leather wrist strap. The “Cher” comes in three color combina=ons. It comes in size small. STYLE #: 1A22211
Penelope Zipper Wallet
The “Penelope” is a 100% leather wallet. The “Penelope” comes in four colors that coordinate with the other accessories in the product line. The “Penelope” comes in only size small. STYLE #: 1A23211
Charlotte Zipper Wristlet
The “CharloLe” is a 100% leather wristlet with zipper closure and leather wrist strap. The “CharloLe” comes in four color op=ons. It comes in sizes small. STYLE #: 1A24112
Liza
Laptop Messenger The Liza is a 100% conver=ble laptop messenger bag. The strap is comprised of leather and a metal chain. Internally, compartmentalized to fit technology cords, the “Liza” comes in size large (15”). The “Liza” comes in four colors. STYLE #:1A32212
Beginning on Hand 242 Sales 97 Ending on Hand 145
FIXTURE
STYLE #
DESCRIPTION
# OF UNITS
A A A A B B B C C C C D D
1A11212
Alex: Envelope Clutch in Dry Coffee Alex: Envelope Clutch in Pale Coral Alex: Envelope Clutch in Turquoise Alex: Envelope Clutch in Navy Cher: Clasp Wristlet in Dry Coffee Cher: Clasp Wristlet in Pale Coral Cher: Clasp Wristlet in Turquoise Penny: Envelope Wallet in Jet Black Penny: Envelope Wallet in Dry Coffee Penny: Envelope Wallet in Hot Fusica Penny: Envelope Wallet in Newon Kiwi Samantha: Fold Over Clutch in Dry Coffee Samantha: Fold Over Clutch in Pale Coral Samantha: Fold Over Clutch in Turquoise Samantha: Fold Over Clutch in Navy CharloLe: Zipper Wristlet in Jet Black CharloLe: Zipper Wristlet in Dry Coffee CharloLe: Zipper Wristlet in Hot Fusica CharloLe: Zipper Wristlet in Musturd Penelope: Zipper Wallet in Jet Black Penelope: Zipper Wallet in Dry Coffee Penelope: Zipper Wallet in Hot Fuscia Penelope: Zipper Wallet in Neon Kiwi Jill: Weekender in Jet Black Jill: Weekender in Dry Coffee Jill: Weekender in Navy
5 5 5 5 5 5 5 7 7 5 5 5 5 5 5 5 5 5 5 7 7 5 5 5 4 4
1A11612 1A11912 1A11712 1A22211 1A22611 1A22911 1A21111 1A21211 1A21511 1A21A11 1A12212 1A12612
D
1A12912
D E E E E F F F F G G G
1A12712 1A23111 1A23211 1A24511 1A24411 1A23111 1A23211 1A23511 1A23A11 1A17114 1A17214 1A17614
H H H H I I I I I I J J J J K K K K L L L L TOTAL UNITS
1A16213 1A16613 1A16913 1A16713 1A15113 1A15213 1A15513 1A15A13 1A15413 1A15813 1A14213 1A14613 1A14913 1A14713 1A31113 1A31213 1A31513 1A31A13 1A13112 1A13812 1A13612 1A13412
Mimi: Structured Handbag in Dry Coffee Mimi: Structured Handbag in Pale Coral Mimi: Structured Handbag in Turquoise Mimi: Structured Handbag in Navy Mila: Structured Handbag in Jet Black Mila: Structured Handbag in Dry Coffee Mila: Structured Handbag in Hot Fuscia Mila: Structured Handbag in Neon Kiwi Mila: Structured Handbag in Very Mustard Mila: Structured Handbag in Hot Royal Kate: Tote Bag in Dry Coffee Kate: Tote Bag in Pale Coral Kate: Tote Bag in Turquoise Kate: Tote Bag in Navy Liza: Laptop Messenger Bag in Jet Black Liza: Laptop Messenger Bag in Dry Coffe Liza: Laptop Messenger Bag in Hot Fuscia Liza: Laptop Messenger Bag in Neon Kiwi Ruby: Cross‐body Bag in Jet Black Ruby: Cross‐Body Bag in Hot Royal Ruby: Cross‐Body bag in Pale Coral Ruby: Cross‐body Bag in Very Mustard
6 5 5 5 7 6 5 5 5 5 5 4 4 5 4 4 4 4 5 4 5 4 242
Display Case with additional storage LeLers on Floor Plan: A, B, C, D, E, F The display case will be used to present small leather goods, such as wallets, wristlets and small handbags. There will be one unit of each color displayed in the glass por=on, and the remainder of the unit will serve as storage for the rest of the product. Maximum Capacity: 29
6 shelf wall unit LeLers on Floor Plan: G,H,I,J,K,L The shelving units will line the walls of the retail shop. Each unit has six shelves. Each shelf will hold one type of handbag. The product will be displayed on the shelves according to color. The boLom of the shelving units have drawers used to store the product that is not displayed on the shelves. Maximum Capacity: 33
Beginning on Hand 145 Sales 58 Ending on Hand 87
Beginning on Hand 87 Sales 35 Ending on Hand 52
TOTAL RETAIL SALES:
$197,530
% MARKETING BUDGET:
8.0%
$ MARKETING BUDGET:
$15,802
Kat Kelly’s lead designer, Mallory Krugman, has always been passionate for luxury. Growing up in St. Louis, Missouri Krugman spent her childhood lost in daydreams and fashion magazines in love with fashion with every turn of the page. Krugman got her degree in Fashion Business from Columbia College Chicago. Ader spending =me working for various high end labels, Krugman decided it was =me to go ader her dream of becoming a handbag designer. Success didn’t come easily for Krugman, as it took about three years of hard work to gain the funding for her first line. However, ader many tedious mee=ngs with investors and several part‐=me jobs Krugman’s dream became a reality. Krugman’s brand Kat Kelly was created to provide uniquely desirable handbags and small leather goods to those who love fashion just as much as Krugman. In her premier line, Krugman provides insurmountable luxury and quality combined with classic silhoueLes highlighted with updated and trendy features. Kat Kelly is the product of Mallory Krugman’s undying love for the fashion industry. Each detail Krugman designs is highly thought out and carefully placed to proved her customers with an incomparable product. Krugman’s philosophy of products are individualis=c, luxurious, and eye‐ catching is reflected in each product featured on the shelves of Kat Kelly bou=ques.