Belles RĂŞverie By KENDRA SCOTT
Maryelizabeth Tamer Marchendise: Concept to Consumer
Mission Statement At Kendra Scott Belles Rêverie,we design beautiful quality handbags at an attainable price point targeted toward young stylish women. We create timeless pieces that are fashion forward and take you from day to day in the ever-changing world of fashion. We oer a compelling shopping experience and inspire to connect with each client in an intimate and hassle free setting to meet your style needs.
Mission Philosophy Belles Rêverie by Kendra Scott is a handbag boutique located in Chicago on the Magnificent Mile inside Water Tower Place. For our Spring collection we wanted to create a variety of beautiful quality pieces that are versatile and our customers will want to wear for years to come. Our products are made in Dallas, Texas and are made by hand using a special scratch resistant leather. We believe that our customer’s are the heart and soul of our company and we want to provide each and every customer with that WOW experience on a daily basis. We will work closely with you to find a bag that meets your fashion and lifestyle needs and will complement you in your every day life. Our Spring 2017 Collection will be available in store from January to July 2017. We believe that their is alway’s something to give back and strive to make the world a better place, we donate 5% of every purchase to charities that support women and children's causes. We also believe in helping causes that mean something to you and we will host a variety of unique fun store events where 20% of the proceeds benefit a causes that you’re passionate about.
Belles Rêverie
By KENDRA SCOTT
Psychographics Age?: 18-30 years of Age Occupation?:Grad Student, Media Coordinator at a start-up in the West Loop Where do They live?: Chicago (Lincoln Park/ Lakeview) Single Or Married?Kids?: Single, no kids Education Level? Where Did they go to school and what did they study?: Undergrad- University of Iowa , currently enrolled in Grad school at Northwestern University studying Marketing
What Life-Stage are they In?: Grad Student, Working as a Media Coordinator at a Start-Up ( 1.5 years) , has a longterm boyfriend but not thinking about marriage yet Favorite Movies?: Devil Wears Prada, The Intern, Wish I Was Here Favorite show?: Sex and city, wants to be Carrie Favorite Restaurants?: Ping Pong, Lyfe Kitchen, Pasta Palooza What Magazines do they read?: Cosmopolitan, Vogue, New York Times, Gawker Favorite music? Bands?: Bob Dylan, Chris Stapelton, Troye Sivan, Justin Bieber, Langhorne Slim Artist and or art movement?: Impressionism, Pop Art, Digital Art Are they Tech-Savvy?: Very Tech Savvy, Relies on her phone but knows when to put it down. What other designers do they like?: Theory, Rag & Bone, Elizabeth and James , Alexander Wang, Helmut Lang Where do they Shop?: Nordstrom, Zara, H&M, Cusp, Trader Joe’s Shopping attitude?: Very quality focused but slightly price conscious What Type of vacations do they like? Favorite locations?: Like’s short 4 day trips to visit friends but also likes saving her money to go on 2 week long vacations to Europe. Key West, New York City, Prague, Paris
What are their political views?: Liberal Hobbies?: Yoga, Going out with girlfriends, traveling, reading, cooking and creating new Pinterest boards
Style Number System 1. Year 1
2017
2.
Spring
A
3. Class 1 2 3. 4.
5
4
1 2 3 4 5 6 7 8 9 A
Handbags Backpack Wallet Travel
4. Sub Class 1 Handbags 1 2 3 4 5 2 Backpack 1 3
Color
Cross-body Tote Clutch Bucket Shoulder
6
Mini
7
Wallet 1 2 3
Wallet on a chain Zip Around Wristlet
1 2
Expandable Travel Bag Laptop Cross-body
Travel
Fabrication 1 2
Black Gray Metallic Neutral Blue Pink Pattern Red Green Mulit-Color
Leather Nylon
Size 1 2 3 4 5
Small Medium Large X-Large Mini
Example: 1A13611 1-2017 A-Spring 1-Handbag 3-Clutch 6-Pink 1-Leather 1-Small
Model Line Sheets Handbags
Cross-body STYLE #1A11112 Our Cross-body is multifunctional you can wear it as a cross-body or tote. It is lightweight and roomy with a slim profile and comes with an adjustable strap. All of our bags our made from scratch resistant leather.
Retail: $345.00
Model Line Sheets Handbags
Bucket STYLE #1A14112 Minimalistic and modern, our bucket bag is roomy and versatile with any look. It has a long adjustable strap and draw string closer. All of our bags our made from scratch resistant leather.
Retail: $325.00
Model Line Sheets Wallets
Wallet On A Chain STYLE #1A31115 This is the perfect going out bag. It’s basically a clutch and wallet combination. It has multiple card slits, front closer snap and will fit all of your going out essentials. Its a great day to evening piece. All of our bags our made from scratch resistant leather.
Retail:$195.00
Model Line Sheets Travel
Expandable Travel Bag STYLE #1A41124
Our durable light weight travel bag is the perfect carry on. It has an adjustable leather cross-body strap and two shoulder straps. It zips closed and has an expandable bottom that takes it from a large to extra-large bag. Perfect for weekend trips when you do a little extra shopping.
Retail: $225.00
Unit Distribution Plan
Unit Distribution Totals 1,084
Total Units
$141,372.50 Wholesale Total $282,745.00 Retail Total
Introductory Floor Plan Beginning Units On Hand: 1,084 40% Sell Out: 434 Ending Units On Hand: 650
Clearance Floor Plan Beginning Units On Hand: 390 20% Sell Out: 78 Ending Units On Hand: 312
Fixtures Fixture A 10 Wall Unit’s
Fixtures Fixture C
4 Long Table
Fixtures Fixture D 5 Mannequin Hand’s
Fixtures Fixture F
5 White T-Stand’s
Marketing Budget Total Retail Sales: $282,745 % Marketing Budget: 11% $ Marketing Budget: $31,102
Marketing Plan Objective Develop brand awareness and achieve goal of 8% product sell out opening weekend, February 10,2017 Strategy - With every purchase you get a free pair of Kendra Scott Danielle earrings (while supplies last) Tactic - Keep track of GWP inventory and sales - Provide information about the GWP through social media outlets - Have sta talk about the opening of the store and the GWP on their social media outlets - Have advertising throughout Water Tower and on CTA bus stops about opening of store - Create store signage  Evaluation Method -Store Manager and Assistant Store Manager will review sales on February 12, 2017 to see if goal was reached
Marketing Plan Calendar
Press Kit Belles Rêverie By KENDRA SCOTT
Press Release Press Release For Immediate Release FOR MORE INFORMATION Gabriella Jones 630-631-1677 gabriella.jones@bellereverie.com Belle Rêverie By KENDRA SCOTT Spring Trunk Show Belle Rêverie is hosting their spring trunk show event to show client’s styling tips and tricks for the spring/summer season. We will introduce the new spring colors and styles and our team of personal stylist will be available to show client’s how to take their looks from the office to a night on the town. Belle Rêverie is hosting the spring trunk show on May 1, 2017. The event will take place at Belle Rêverie boutique which is located on the Magnificent Mile inside Water Tower Place on the second floor between 6pm-9pm. We will be showing new trends for the season and our stylist will be available to personally work with client’s and show them how to work their favorite handbag or accessory into their spring wardrobe. We will provide clients with a lively event with exclusive product information that they won't want to miss out on. For every purchase made 5% of that purchase will be donated toward charities that help women and children’s causes. Clients will also receive a 15% off coupon to use towards a future purchase.
Designer Biography Born and raised in Illinois, Maryelizabeth grew up with a love for traveling to Chicago and dreamt about traveling the world. Known to friends and family as a passionate fashionista since she was a child, it was to no surprise when she decided to study Fashion in her favorite city. After graduating Columbia College Chicago, majoring in Fashion Business and Marketing, she decided to further pursue her love for fashion at Parsons Paris, where she graduated and obtained her Masters in Strategic Design and Management. After school Maryelizabeth started working for Kendra Scott as a Brand Manager and after 5 years was promoted to Brand Director. After two years as Brand Director Maryelizabeth decided to create a brand extension of handbags that reflected her love for traveling and reminded her of her time spent in Paris called Belle RĂŞverie, which means “Beautiful Daydreamâ€?. Maryelizabeth has thrived in creating timeless pieces for women that are fashion forward and will take you from day to day in the ever-changing world of fashion.
Business Cards