Portfolio by megan maier

M EGAN MAI ER Visual Merchandising . Retail Buying . Creative Marketing

VISUAL D ISPL AY

ANTH RO PO LOG I E I NTER NS H I P During Fall 2010, I completed an eleven week visual display internship at Anthropologie in Palo Alto, California. I worked from 7am-4pm, 2-3 times a week to design and handmake displays for Fall I & II concepts. Painting, cutting, hot gluing, crocheting, and hammering were a part of my daily tasks. I assisted my supervisor with two separate store feature presentations, window displays, wall features, as well as a few individual projects.

FALL I FEATURE PRESENTATION Project:

Create the Fall I Feature Presentation display from the inspiration provided

Materials:

Cardboard, corrugated cardboard, scissors, hot glue, packing cylinders, wood trim, wood stain, paint brushes, a sharp object for adding the scratches on the bark, holiday fabric, and acrylic paint

Process:

Each intern was given general instructions for the display but throughout each task we were able to use our own creativity to make our contributions unique 1. Create life-like tree stumps from cardboard 2. Stain the â&#x20AC;&#x153;barkâ&#x20AC;? with wood stain, and shred the edges 3. Paint wood paneling for the mini windows and wood doors

4. Cover the tops of the stumps with fabric 5. Hot glue moss to the stumps

Duration:

1 week to complete, feature presentation on display in store for two weeks

Feature Presentation

FALL II WALL & FLOOR DECORATION 6.

Project:

Create the visual elements necessary to complete the look and feel of fall in the store

Materials:

Cardboard, scissors, hot glue, paint brushes, pine cones, garden hose, yarn, clock faces, felt, tree bark, wood, Christmas lights, and acrylic paint

Process:

1. Paint the bottoms of real pinecones yellow and create smaller pinecones out of packing paper 2. 1-2 days spent drawing pinecone petals on cardboard and hot gluing them to long strands of garden hose

Main Wall Feature 3.

3. Paint the bottoms of cardboard pinecones yellow. The biggest cone we made was about 5’ tall and 3’ wide and was displayed on a shelf in the outerwear section of the store 4. Paint the bottoms of mini cones to be used for “tie ons” to candles and other home items 5. Finger crochet yarn chains for the main wall feature and the holiday clock display 6. String Christmas lights on the garland

Holiday Clock Display

Duration:

1-2 weeks to complete, on display for the remainder of the Holiday season

FALL I I & W I N DOWS Project:

Create the Fall Phase II Feature Presentation display from the inspiration provided

Window #1

Materials:

Birchwood, scissors, hot glue, felt, stuffing, construction paper, grocery ties, green spray paint, packing paper, Christmas trees, burlap sacks, and rope

Process:

The focus of this set up was to make the store into a “Tree Farm.” 1. Create faux trees with birch wood stumps and branches, tie on green leaves from packing paper spray painted green and green grocery ties, and make birds from felt and stuffing 2. Place wrapped trees inside and outside the glass

3. Handpaint and construct “Tree Farm” sign for window 4. Wrap real Christmas trees in burlap sacks and tie with rope 5. Make mini acorns with thin strips of felt rolled into shape and hot glue into acorn tops

Duration:

1-2 weeks to complete, on display for the remainder of Holiday season

Feature Presentation 5.

Window #2

I N D IVI D UAL AS SI G N M ENTS 1.

Project:

Create the visual elements necessary to complete the look and feel of fall in the store

Materials:

Fabric, paint, wood, buttons, scrabble letters, hot glue, nails, wooden shadow box, yarn, and a paintbrush

Process:

Created visual pieces to help out the Merchandising and Display Teams 1. Create an interesting composition for a display in the kitchenware area 2. Create a sign for a table display of ornaments 3. Create a sign for the front door of the store that includes the store name and operating hours 4. Creatively display alphabet earrings

Duration:

Projects completed in less than 20 minutes, on display as long as needed

ENTR EPR EN EU RS H I P

U N COVER M AGA ZI N E CO N CEPT Uncover is an online magazine targeted to young adult females. The concept stemmed from my passion for changing the way media impacts women. The entrepreneurial idea of a magazine that contains no photoshopping and that is able to make girls love themselves through uplifting articles and relatable role models has never before been created. Through the online site, blog, social media, and event promotions, Uncover aims to change the world one generation at a time.

ABO UT & CO M PETITI O N

CONCEPT

Uncover is an online magazine for young women that encourages natural beauty by emphasizing the importance of self-love. The magazine provides information on topics that are not discussed in printed publications, but should be. Some of these include eating disorders, body love, safe sex, and addiction.

COMPETITIVE ADVANTAGE

Uncover will focus on the issues girls want to know, while making them feel better about themselves in the process. The main difference between Uncover and their competition is that Uncover does not contradict what they stand for. The competition tells their readers to love themselves, then proceeds to tell them they aren’t good enough. Fad diets along with showing unrealistic role models create an unattainable “ideal female body.”

All the ads focus on positive body image and contain no unhealthy looking models or photoshopping. Uncover magazine is meant to uplift the reader’s soul and make her feel comfortable and confident, page after page.

VISION & MISSION

The company’s vision is to be the first magazine to be un-photoshopped, uncut, unaltered, and understanding. The mission is to encourage natural beauty by helping young women feel comfortable and beautiful in their own skin.

74% of girls say they are under pressure to please everyone. 60% of teen girls say they compare their bodies to those of fashion models. -Confidence Coalition

DEMOGRAPHICS High School/ College Lives in a city Single or dating Works in retail or food industry No kids $12-18k

PSYCHOGRAPHICS

Enjoys hanging out with friends Shops at Victoria’s Secret, Forever 21, & Urban Outfitters Reads Lucky, Self, & Glamour Spends a lot of time in coffee shops Online blogger Has a love for fashion Negative body image Listens to pop-rock and rap music

Cosmopolitan consistently exceeds its goal of growing its audience faster than the competition. It’s the most effective magazine to reach 18-34 year-olds. It’s also the bestselling title in the college market.

Allure is known as the beauty expert--an insider’s guide to a woman’s total image. The magazine has a 7.2 million print audience and 1 million online audience.

25.6% of women 14-24 years-old read Marie Claire. The magazine is published in 26 countries and is read by more than 15 million worldwide.

* Research collected from Condenast.com

* Research collected from Hearst.com

* Research collected from Cosmomediakit.com

“You don’t look good enough!”

Nearly 90% of girls feel pressure from the media to be thin. 80% of girls say they would rather see “real” or “natural” images of women. -Confidence Coalition

TARG ET CUSTO M ER EM PATHY M AP

I’M THINKING & FEELING I care about what people think of me. I have stress at home and feel pressure from my parents and peers to be perfect. I am worried that I am not good enough for anyone to love me. I want to be a singer, but I have stage fright.

I’M HEARING

I’M SEEING

My parents say I need straight A’s to make it to college. My teachers say to never give up on my dreams. My friends say that I’m not skinny or pretty enough to be a singer.

I see my friends skip lunch and eat nothing but Skittles. because they want to look like Miley Cyrus. I see the boys at school only go after the popular girls with the make-up and pretty hair. I see lots of girls in the magazines that I want to be like. I see kids at my school doing drugs and other things in the bathroom.

MY PAINS

MY GAINS

I fear that I will never have a boyfriend. I fear that I will never live up to my parents expectations. I am frustrated with my body and that I don’t look like the pretty models or the popular girls. I want to fit in and I will do whatever it takes.

I want to be beautiful so I can fit in with the popular girls. I will feel sucessful once I’m skinny and can become a singer. I want to gain self-confidence.

I SAY & DO I am the nice girl at school, kind of nerdy I guess. I like getting good grades. I can be quiet and a little shy unless I’m with my friends. I get nervous meeting new people, especially boys. I usually ignore them and try and make myself invisible.

B R A N D I N G

BRAND LOGO

}UN } cover

BUSINESS CARD

}UN } cover

BRANDMARK

FONTS PRIMARY LOGO

Imprint MT Shadow ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%^&*()[]{}?

SECONDARY LOGO Little Days ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 12345678910!@#$%&*()?

BRANDMARK FAVICON

DO NOT: Place Logo on black background, use without brackets, change the fonts, or scale

N }}UN cover rcover evU o} c}

UN-photoshopped. UN-altered. The New Resolution.

Book Antiqua ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()[]{}?

Megan Maier | 408.555.4125 megan@uncovermag.com

31% of girls ages 13-17 admit to starving themselves or refusing to eat as a strategy to lose weight. 40% of girls ages 11-17 say they do not play sports because they do not feel skilled or competent. -Confidence Coalition

H O M EPAG E N AVI GATI O N

NAVIGATION BAR

The Uncover homepage will serve as a navigation tool for the current issue of the magazine, the archive of past issues, blog, social media, events, and giveaways.

EVENTS

Upcoming events are featured in this section. The first event is a collaboration between Uncover and The Confidence Coalition for the first International Girlâ&#x20AC;&#x2122;s Day this coming November. Events are featured monthly to help promote the magazine.

U N COVER M AGA ZI N E ARCH IV E

}UN cover} June 2013 | Issue #12

}UN cover} May 2013 | Issue #11

}UN cover} April 2013 | Issue #10

}UN cover} March 2013 | Issue #9

}UN cover} February 2013 | Issue #8

}UN cover} January 2013 | Issue #7

HOT OFF THE STREETS

Trends spotted in the worlds most fashionable cities

HOT OFF THE STREETS

Trends spotted in the worlds most fashionable cities

HOT OFF THE STREETS

BLOGGER BUZZ

BODY LOVE

LOOK & FEEL

HEALTH & WELLNESS

top teen bloggers: why we love them

BODY LOVE

Real girls share their thoughts on body image

LOOK & FEEL

fashionable looks that make you look and feel amazing

HEALTH & WELLNESS

Her Story

Sun kissed summer: Protect your skin and love your body!

SUMMERTIME

}UN cover} December 2012 | Issue #6

Women celebrate their heritage: Where are you from?

HERITAGE

}UN cover} November 2012 | Issue #5

Trends spotted in the worlds most fashionable cities

top teen bloggers: why we love them

BODY LOVE

Real girls share their thoughts on body image

LOOK & FEEL

fashionable looks that make you look and feel amazing

HEALTH & WELLNESS

Plastic surgery: the joke is on you!

PLASTIC SURGERY

}UN cover} October 2012 | Issue #4

Trends spotted in the worlds most fashionable cities

top teen bloggers: why we love them

Real girls share their thoughts on body image fashionable looks that make you look and feel amazing Adductions. Everybody has them, here’s how to deal!

ADDICTION

}UN cover} September 2012 | Issue #3

Trends spotted in the worlds most fashionable cities

top teen bloggers: why we love them

Real girls share their thoughts on body image fashionable looks that make you look and feel amazing He loves you most uncovered! Be yourself and show your natural beauty this V-day!

VALENTINE’S DAY

}UN cover}

HOT OFF THE STREETS

Trends spotted in the worlds most fashionable cities

BLOGGER BUZZ

BODY LOVE

LOOK & FEEL

Real girls share their thoughts about body image

LOOK & FEEL

fashionable looks that make you look and feel amazing

HEALTH & WELLNESS

What’s your guilty pleasure? Share your favorite holiday treats!

HOLIDAYS

Real girls share their thoughts about body image

LOOK & FEEL fashionable looks that make you look and feel amazing

HEALTH & WELLNESS Give thanks to your body

THANKSGIVING

TOPICS Each month will feature a different overall theme that coincides with holidays or seasons occuring the month of release.

Real girls share their thoughts about body image

LOOK & FEEL fashionable looks that make you look and feel amazing

HEALTH & WELLNESS The fat and sugar confusion: what you should be aware of and why

FOOD & DIET

top teen bloggers: why we love them

Real girls share their thoughts about body image fashionable looks that make you look and feel amazing

IN THE NEWS

“Plus Size” Models? or “Healthy” Models?

UNATTAINABLE BEAUTY

fashionable looks that make you look and feel amazing Why Resolute? Resolve! Take control and start taking care of yourself.

NEW RESOLUTIONS

HOT OFF THE STREETS

top teen bloggers: why we love them

Real girls share their thoughts on body image

July 2012 | Issue #1

Trends spotted in the worlds most fashionable cities

top teen bloggers: why we love them

August 2012 | Issue #2

HOT OFF THE STREETS

top teen bloggers: why we love them

Trends spotted in the worlds most fashionable cities

top teen bloggers: why we love them

Real girls share their thoughts on body image fashionable looks that make you look and feel amazing

HEALTH&& WELLNESS WELLNESS HEALTH How to clean out your body and

How to Hydrate and Detoxify Your Body to End hydrateStrong the natural way Summer & Healthy

Trends spotted in the worlds most fashionable cities

BLOGGER BUZZ top teen bloggers: why we love them

BODY LOVE

Real girls share their thoughts on body image

LOOK & FEEL

fashionable looks that make you look and feel amazing

HEALTH & WELLNESS

SF Food Trucks and Farmer’s Markets that have changed the way city dweller’s consume

DETOX & HYDRATION

BODY IMAGE

TAB LE O F CO NTENTS

TABLE OF CONTENTS

6 8 24 26 28 30 35 40 42 45

EDITOR’S NOTE CONTRIBUTORS HOW TO Teaches readers how to put themselves together from head to toe, using clothes already in their closets

TREND ALERT BLOGGER BUZZ Health, fitness, fashion, and body loving articles from top bloggers

FASHION TIPS HEALTH & WELLNESS Recipe’s for homemade beauty remedies, and delicious healthy meals

ASK LAUREN IN THE NEWS San Francisco Food Trucks : Locovore

HER STORY Women speak on body image

TABLE OF CONTENTS Each issue will feature the same ten sections with topics and articles changing monthly.

ARTI CLE L AYO UT

The New

TOP BLOGGERS Tavi Gevinson

Tavi Gevinson, 15 years-old from The Style Rookie blog is one of the earliest and successful teen bloggers. She covers everything from avant garde fashion designers to simple musings on cultural theory in general. Her blog is a must see! http://www. thestylerookie.com/

Tavi’s Blog

Fashion Pirate

Fashion Pirate is 18-year-old Arabelle, who covers everything from self-designed fashion shoots rocking Yohji Yamamoto cloaks to her favorite visual and performance art picks. It’s definitely one of the most innovative teen fashion blogs out there. http://www. fashionpirate.net/

Arabelle’s Blog

Blogger Buzz

HOT OFF THE STREETS

Trend Spotting

New York | London | Paris | Los Angeles

Chic Short Bottoms

Hipster Musings

Hipster Musings is an Ontario based fashion blog run by Isabel and it’s all about great thrift store finds and the culture that inspires her unique approach to style. It’s a really interesting and one of a kind fashion blog. http://hipstermusings. blogspot.com/

Mid-length Skirts

Isabel’s Blog Bright Color Blocks HEY FASHIONISTAS! Do you like your look or someone elses? Send us your pictures! A drawing is held each month for the most trendy street fashion. The winner will be featured in next months issue! Email kate@uncovermag.com for details or to enter.

ARTI CLE L AYO UT

DEAR LAUREN. . .

Ask Lauren

How do I stand out from other girls? Have you ever had a crush who liked you back, but did not give you full attention? I have always been second best no matter how beautiful I tried to look or how I’ve acted around boys. How do I bump up from number two to one? -Lacie, 15

Dear Lacey,

It starts with your own self confidence. What you think about yourself. Because right now, you are not thinking very highly of yourself. You have to BELIEVE you are number one. If you are always walking around thinking you are number two, guys are going to sense that. There is nothing sexier than a girl who is confident. If you would like to increase your confidence here are some things you can try: Remind yourself out loud how beautiful you are every day…Say “I’m Confident!” “I’m Number One!” “I’m a loving and caring person!” This may sound kinda corny at first,

but over time you will start to believe it and feel that way about yourself! You will no longer feel like number two if you TRULY believe you are number one. Stop using negative phrases such as “I can’t…” Telling yourself this will stop you from ever trying. Be careful how you talk to yourself. Learn how to accept compliments! Next time someone says something nice about you, thank them and remember what they said and believe in it! If you stop focusing on the negative things people say and remember

you will feel much better about yourself! Stay positive at all times!

Have a question for Lauren? email her at lauren@uncover.com

Try hard not to complain or talk negative to yourself or in conversations. When you start to be more aware of what you talk about, you may be surprised how much negativity that comes out of your mouth.Now don’t be too hard on yourself, because changing your self perception and boosting your confidence is not going to happen over night. This may take a while, but it is totally possible to change and feel that you are number one!

xoxo Lauren

Bay Area Eating Local

}

In The News

}

The SF Locovore Eating foods from the farmers market is what the local San Franciscans try and do as much as possible. The market is located in UN Plaza on Market St. downtown, and is held on Wednesday’s from 7am-5:30pm. Locals say they go in hopes of eating healthier organic foods.

The San Francisco Street Food Festival is featuring the best foods in the bay.

Food Trucks Healthy, inexpensive and easily accessible, the food trucks are the best place to get lunch in the city.

The San Francisco Urban Agriculture Alliance promotes the growing of food within San Francisco and the associated goals of our member organizations, through advocacy, education, and grassroots action. For more information visit, www.sfuaa.org

BA N N ER ADS & SOCIAL M ED IA

LOOKBOOK BLOG

Current Traffic: Over 3.5 million unique visitors per month Over 70 million page views per month Over 200,000 total registered members Audience Statistics Female: 80% Young: 66% 18-34, 33% 12-17, average: 20 yrs. Connected: 50% of members a blog or website Engaged: Avg. 8 pages per visit, 7:57: avg. time Creative: Top occupations include students, photographers, fashion designers, graphic designers, bloggers, models, musicians, and stylists (lookbook.nu).

The ads will be placed on two popular blogs that target the same audience as Uncover.

A BEAUTIFUL MESS BLOG

Current Statistics: Averages 147,021 page views each day 4 million individual page views 172,441 views in a single day Audience Statistics Female: Over 80% of readers polled are women between the ages of 18 and 32. Creative: A Beautiful Mess readers love fashion, D.I.Y., photography, decor and pretty things (abeautifulmess.typepad.com).

FACEBOOK PROMOTION

MEDIA WATCHDOG

According to the National Eating Disorders Association, Media Watchdog was created to improve media messages about size, weight and beauty. The program brings together students, educators, health professionals, parents, eating disorders sufferers, and concerned consumers to encourage companies and advertisers to send healthy media messages regarding body size and shape.

PARTNERSHIPS

EVENT M AR K ETI N G

I NTE R N ATI O N A L G I R L’ S DAY E V E NT

When: November 14, 2012 Time: 11:00am-4:00pm Where: McEnery Convention Center 150 West San Carlos Street San Jose, CA 95110 Cost: Free! TXT Ally (408) 555-4563 spots are limited! INSERT TEXT HERE  Join the Confidence Coalition along with Uncover Magazinein the first ever International Girl’s Day event to discuss the impact of the media images and how they are affecting young girls. This celebration is one of 250 taking place all over the world.

Press Release For Immediate Release Contact Megan Maier 408.555.4125 pr@uncovermag.com

Uncover Magazine Partners with Confidence Coalition for International Girl’s Day San Jose, CA, October 5, 2012—550 girls will gather on November 14th, 2012 in Santa Clara County at the San Jose McEnery Convention Center to celebrate the first annual International Girls Day. As a sponsor of the event, Uncover will showcase the magazine on several platforms to introduce their concept to guests. Attendees will also participate in a confidence workshop led by Megan Maier, Creator of Uncover Magazine, to talk about how media images are affecting young girls. This celebration is one of 250 taking place all over the world.

“We hope to positively impact girls by training them how to understand the inaccurate

}UN cover}

portrayal of women through media messages, so that they can learn how to love themselves for who they are—not the unrealistic expectation of the beauty industry.” – Megan Maier, Creator Uncover Magazine

About the Confidence Coalition Created by Kappa Delta Sorority, the Confidence Coalition is a national movement that enables women and girls to stand up to peer pressure and media stereotypes, say no to risky behavior and abusive relationships, and put an end to relational aggression, such as bullying—on the playground and in the office. For more information, visit

SCHEDULE 11:00am 11:45am 12:00pm 2:00pm 2:15pm 4:15pm 4:30pm

Guests arrive for snacks and chat Guests gather for Presentation Confidence Coalition presentation begins Break Uncover presentation begins Break Questions and confidence workshop

www.confidencecoalition.org.

About Uncover Magazine Uncover is an online magazine for young adult females that encourages natural beauty and self-love. We are UN-edited, UN-altered, and UN-derstanding. For more information, visit www.uncovermag.com. ###

3D VISUAL M ERCH AN D ISI N G / I NVENTO RY & STOCK CO NTRO L

ISAB ELL A ROSE BO UTI Q U E Isabella Rose, a womenâ&#x20AC;&#x2122;s wear lifestyle boutique was created in Fall 2010 for 3D Visual Merchandising III. I created the boutique in AutoCAD, merchandised and made displays in Photoshop, and created a buying plan based on trends from Fall 2010 in my Inventory & Stock Control class.

TARG ET CUSTO M ER

MARKET SEGMENTATION : “YOUNG DIGERATI”

Social Group: Urban Uptown Lifestage Group: Young Achievers Wealthy Younger Family Mix Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs, clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.

DEMOGRAPHIC TRAITS

Urbanicity: Urban Income: Wealthy Income Producing Assets: High Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Hispanic, Mix

LIFESTYLE TRAITS

Order from expedia.com Go water skiing Read The Economist Watch Independent Film Channel Drive an Audi A3

*Market segmentation data from: www.claritas.com/MyBestSegments

CENSUS DATA R ECAP

A STORE : LOS ANGELES, CA 90036

B STORE : PALO ALTO, CA 94301

C STORE : SACRAMENTO, CA 95814

Total Population: 58,650 U.S. Average Female: 29,677 (50.60%) 50.8% Male: 28,973 (49.40%) 49.2% Ages 18-64: 62,548 (87.8%) 56.5% Bachelor’s Degree: 18,533 (31.6%) 27.9% Median Household Income: $111,501 $55,970 Median Value of Homes: $882,762 $117,046

Total Population: 16,995 U.S. Average Female: 8,552 (50.3%) 50.8% Male: 8,443 (49.7%) 49.2% Ages 18-64: 13,511 (79.5%) 56.5% Bachelor’s Degree: 5,680 (33.4%) 27.9% Median Household Income: $119,444 $55,970 Median Value of Homes: $984,083 $117,046

Total Population: 9,922 U.S. Average Female: 3,713 (37.4%) 50.8% Male: 6,209 (62.6%) 49.2% Ages 18-64: 3,484 (35.1%) 56.5% Bachelor’s Degree: 3,135 (31.6%) 27.9% Median Household Income: $111,501 $55,970 Median Value of Homes: $882,762 $117,046

*Census data drawn from 2010 CLR Search

D ESI G N & L AYO UT

MATERIAL PLAN

PRODUCT PLAN Entrance

KEY Mannequin

C C

Two-way Table Chandelier

KEY On Your Feet

Bling it Up

Plant Ottoman

Sale Merchandise

Couch Armoire

B B

Lazy Days

Magazines Rug

After Hours Cash Wrap Seating Area

Shoe Shelving

A A

Feature Presentation

Mirror

Wood Wood

STORE DESIGN

Round Table

Go Getter

Face Out

Cement Cement

The design of the store is organic and vintage with modern elements. The store is sectioned into 5 areas according to a womanâ&#x20AC;&#x2122;s daily activities including accessories to accent her personal style. Wall fixtures are vintage, wooden and handcrafted and plants and trees will be used as decorations.

SECTIONS

LAZY DAYS: Loungewear for travelers and homebodies GO GETTER: Classy work wear and casual knitwear for the career minded AFTER HOURS: Lingerie and cocktail attire ON YOUR FEET: Shoes and legwear for all occasions BLING IT UP: Bags, jewelry, and hair accessories

I NVENTO RY PL AN N I N G

TOPS

BOTTOMS

August Delivery - Tops PO#

123456

Ship Date Cancel Date

8/3/11

Delivery

August

Style # 1000 1001 1002 1003 1004 1005 1006 1007 1008 1009 1010 1011 1012 1013 1014 1015 1016

Retail Purchases

7/27/11

Description Blk NylnSdxCami Wht NylnSdxCami Gry NylnSdx Cami Wht CtnLslvTop Blk Ctn Lslv Top Gry CtnLslvTop Nvy CtnLslvTop Blk CtnSdxTnkTop Gry CtnSdxTnkTop Wht CtnSdxTnkTop Nvy CtnPlyBlse Mus CtnPlyLslvtp Olv CtnPlyBlse TealPrtCtnSslvTp OrgPrtSilkBlse GryPrtSlkTnkTop NvyCtnSdxSslvTop

August Delivery - Bottoms

$ 54,696.0

Cost Purchases $ 24,613.2 Markup

PO#

55.0%

123457

Ship Date

Cost Retail MU% $ 8.10 $ 18.00 55.0% $ 8.10 $ 18.00 55.0% $ 8.10 $ 18.00 55.0% $ 17.10 $ 38.00 55.0% $ 17.10 $ 38.00 55.0% $ 17.10 $ 38.00 55.0% $ 17.10 $ 38.00 55.0% $ 10.80 $ 24.00 55.0% $ 10.80 $ 24.00 55.0% $ 10.80 $ 24.00 55.0% $ 26.10 $ 58.00 55.0% $ 21.60 $ 48.00 55.0% $ 30.60 $ 68.00 55.0% $ 30.60 $ 68.00 55.0% $ 42.75 $ 95.00 55.0% $ 42.75 $ 95.00 55.0% $ 21.60 $ 48.00 55.0%

Unit Purchase by Store Type A Store B Store C Store Total Units 24 30 48 102 24 30 48 102 48 24 12 84 24 48 18 90 12 24 12 48 48 24 12 84 24 12 12 48 36 42 54 132 54 12 6 72 24 36 54 114 48 18 12 78 54 24 0 78 48 24 12 84 54 12 0 66 24 12 0 36 48 12 0 60 48 24 12 84

Total Cost Total Retail $ 826.2 $ 1,836.0 $ 826.2 $ 1,836.0 $ 680.4 $ 1,512.0 $ 1,539.0 $ 3,420.0 $ 820.8 $ 1,824.0 $ 1,436.4 $ 3,192.0 $ 820.8 $ 1,824.0 $ 1,425.6 $ 3,168.0 $ 777.6 $ 1,728.0 $ 1,231.2 $ 2,736.0 $ 2,035.8 $ 4,524.0 $ 1,684.8 $ 3,744.0 $ 2,570.4 $ 5,712.0 $ 2,019.6 $ 4,488.0 $ 1,539.0 $ 3,420.0 $ 2,565.0 $ 5,700.0 $ 1,814.4 $ 4,032.0

7/27/11

Cancel Date

8/3/11

Delivery

August

Style # 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Description Cost Retail PgeDrkWshBt $ 81.27 $ 189.00 JoesDrkWshBt $ 79.12 $ 184.00 CznMdWshCtnSdxbc $ 81.27 $ 189.00 OlvCtnSdxCgoSlm $ 37.84 $ 88.00 BlkVisPlySlacks $ 63.64 $ 148.00 BlkCtnSdxLnge $ 15.05 $ 35.00 GryCtnSdxLnge $ 15.05 $ 35.00 KhkiVisPlyCgo $ 63.64 $ 148.00 RdPrtPlySkrt $ 36.55 $ 85.00 BlkCtnVisSkrt $ 62.35 $ 145.00 MusPrtPlybldSkrt $ 62.35 $ 145.00

Retail Purchases Cost Purchases Markup

$ 60,402.0 $ 25,972.9 57.0%

Unit Purchase by Store Type MU% A Store B Store C Store Total Units 57.0% 30 12 6 48 57.0% 30 12 6 48 57.0% 24 12 6 42 57.0% 12 6 0 18 57.0% 24 12 24 60 57.0% 12 24 30 66 57.0% 18 12 0 30 57.0% 18 12 12 42 57.0% 30 12 6 48 57.0% 24 6 0 30 57.0% 30 12 0 42

Total Cost $ 3,901.0 $ 3,797.8 $ 3,413.3 $ 681.1 $ 3,818.4 $ 993.3 $ 451.5 $ 2,672.9 $ 1,754.4 $ 1,870.5 $ 2,618.7

Total Retail $ 9,072.0 $ 8,832.0 $ 7,938.0 $ 1,584.0 $ 8,880.0 $ 2,310.0 $ 1,050.0 $ 6,216.0 $ 4,080.0 $ 4,350.0 $ 6,090.0

ST YLE CAR DS & PU RCH ASE O R D ERS

OUTERWEAR

SHOES

August Delivery - Shoes August Delivery - Outerwear PO#

123459

Ship Date

Retail Purchases

7/27/11

Cancel Date

8/3/11

Delivery

August

Style # 4000 4001 4002 4003 4004 4005 4006 4007 4008 4009

Description OrngCtnPlyBlzr IvryWoolBlzr BrnLthMotoJkt BgeWoolCoat GryWolFurClrCoat RedCtnNylCardi GryCtnPlyCardi BlkCtnPlyCardi OrngWoolJacket BlkCtnPlyBlzr

PO# $ 48,036.0

Cost Purchases $ 22,096.6 Markup

Cost Retail MU% $ 45.08 $ 98.00 54.0% $ 64.40 $ 140.00 54.0% $ 92.00 $ 200.00 54.0% $ 86.48 $188.00 54.0% $ 86.48 $ 188.00 54.0% $ 22.08 $ 48.00 54.0% $ 17.48 $ 38.00 54.0% $ 17.48 $ 38.00 54.0% $ 35.88 $ 78.00 54.0% $ 45.08 $ 98.00 54.0%

54.0%

Unit Purchase by Store Type A Store B Store C Store Total Units 36 24 6 66 48 30 12 90 12 6 0 18 18 12 6 36 12 6 0 18 24 12 6 42 36 24 12 72 36 24 30 90 24 6 0 30 30 12 6 48

123458

Ship Date Cancel Date

8/3/11

Delivery

August

Style # Total Cost $ 2,975.3 $ 5,796.0 $ 1,656.0 $ 3,113.3 $ 1,556.6 $ 927.4 $ 1,258.6 $ 1,573.2 $ 1,076.4 $ 2,163.8

Total Retail $ 6,468.0 $ 12,600.0 $ 3,600.0 $ 6,768.0 $ 3,384.0 $ 2,016.0 $ 2,736.0 $ 3,420.0 $ 2,340.0 $ 4,704.0

7/27/11

3000 3001 3002 3003 3004 3005 3006 3007 3008 3009 3010 3011

Retail Purchases

$ 32,994.0

Cost Purchases $ 14,847.3 Markup

55.0%

Unit Purchase by Store Type Description Cost Retail MU% A Store B Store C Store Total Units Total Cost DrkBrnLthBt $ 65.25 $ 145.00 55.0% 12 12 0 24 $ 1,566.0 DrkBrnLthTsslBt $ 66.60 $ 148.00 55.0% 12 12 0 24 $ 1,598.4 NvyLthStrpHeel $ 30.60 $ 68.00 55.0% 12 12 12 36 $ 1,101.6 MusLthPpToeHeel $ 26.10 $ 58.00 55.0% 18 12 0 30 $ 783.0 TnLthRndToeHeel $ 30.60 $ 68.00 55.0% 12 0 12 24 $ 734.4 BlkStnBalFlat $ 15.75 $ 35.00 55.0% 24 24 12 60 $ 945.0 GrnLthBalFlat $ 13.05 $ 29.00 55.0% 24 12 0 36 $ 469.8 GryWoolBalFlat $ 13.05 $ 29.00 55.0% 24 12 36 72 $ 939.6 MusWoolBalFlat $ 13.05 $ 29.00 55.0% 30 12 6 48 $ 626.4 BlkWoolBalFlat $ 13.05 $ 29.00 55.0% 30 24 48 102 $ 1,331.1 BlkLthAnklBoot $ 39.60 $ 88.00 55.0% 24 24 12 60 $ 2,376.0 BlkLthLacpAnkBt $ 39.60 $ 88.00 55.0% 24 24 12 60 $ 2,376.0

Total Retail $ 3,480.0 $ 3,552.0 $ 2,448.0 $ 1,740.0 $ 1,632.0 $ 2,100.0 $ 1,044.0 $ 2,088.0 $ 1,392.0 $ 2,958.0 $ 5,280.0 $ 5,280.0

M ERCH AN D IS E PL AN & M AR KU P

ACCESSORIES August Delivery - Accessories PO#

123450

Ship Date

Retail Purchases

7/27/11

Cost Purchases

Cancel Date

8/3/11

Markup

Delivery

August

Style # 5000 5001 5002 5003 5004 5005 5006 5007 5008 5009 5010 5011 5012 5013 5014

Description GldPltTealPndNk GryWolAcyCabHat BlkWolAcyCabHat BrnWoolCabHat GryWolBlndGlvs BrnWolFlwrHbnd BurgWolBlndCowl GryCtnBlndCowl TealLthHoboBag BrnLthPocktBag SlvrBlkCtnHbnd BlkBowCtnHbnd GldGryFlwrEring GldIvyFlwrEring IvyLthShldrBag

Departmental DEPARTMENTAL MARKUPMarkup Classifications Tops Bottoms Shoes Outerwear Accessories Totals

Retail Purchases Cost Purchases Markup $ 460,100.0 $ 207,045.0 55.0% $ 515,300.0 $ 221,579.0 57.0% $ 276,100.0 $ 124,245.0 55.0% $ 404,900.0 $ 186,254.0 54.0% $ 184,100.0 $ 85,606.5 53.5% $ 1,840,500.0 $ 824,729.5 55.2%

Monthly Sales % Markdown Rate Stock-to-Sales Ratio Average Stock Turnover

53.5%

Unit Purchase by Store Type Cost Retail MU% A Store B Store C Store Total Units Total Cost $ 9.63 $ 18.00 53.5% 24 12 6 42 $ 404.5 $ 10.70 $ 20.00 53.5% 36 30 12 78 $ 834.6 $ 10.70 $ 20.00 53.5% 42 30 24 96 $ 1,027.2 $ 13.38 $ 25.00 53.5% 36 24 12 72 $ 963.0 $ 4.55 $ 8.50 53.5% 30 48 36 114 $ 518.4 $ 4.55 $ 8.50 53.5% 30 24 12 66 $ 300.1 $ 8.56 $ 16.00 53.5% 36 24 6 66 $ 565.0 $ 8.56 $ 16.00 53.5% 36 30 12 78 $ 667.7 $ 41.73 $ 78.00 53.5% 24 12 6 42 $ 1,752.7 $ 42.80 $ 80.00 53.5% 36 24 12 72 $ 3,081.6 $ 4.01 $ 7.50 53.5% 36 30 24 90 $ 361.1 $ 4.01 $ 7.50 53.5% 36 12 6 54 $ 216.7 $ 2.94 $ 5.50 53.5% 36 24 12 72 $ 211.9 $ 2.94 $ 5.50 53.5% 36 24 12 72 $ 211.9 $ 10.70 $ 20.00 53.5% 24 12 6 42 $ 449.4

MERCHANDISE PLAN Bom Stock Purchases Total Stock Markdowns Sales Total Deductions Eom Stock

$ 21,618.0 $ 11,565.6

Merchandise Plan

August 326,400 220,700 547,100 12,000 192,600 204,600 342,500

September 342,500 239,700 582,200 15,000 208,700 223,700 358,500

12.0% 6.2% 1.7

13.0% 7.2% 1.6

401,314 4.00

Total Retail $ 756.0 $ 1,560.0 $ 1,920.0 $ 1,800.0 $ 969.0 $ 561.0 $ 1,056.0 $ 1,248.0 $ 3,276.0 $ 5,760.0 $ 675.0 $ 405.0 $ 396.0 $ 396.0 $ 840.0

October November 358,500 454,800 338,500 384,100 697,000 838,900 17,500 31,000 224,700 321,000 242,200 352,000 454,800 486,900 14.0% 7.8% 1.6

20.0% 9.7% 1.4

December 486,900 365,000 851,900 60,000 353,100 413,100 438,800 22.0% 17.0% 1.4

WALL A : “AF TER H O U RS”

WALL C: “GO G ET TER ”

PRO D UCT D EVELO PM ENT

PI N K FR I LL BY B ETSEY J O H NSO N PinkFrill is a new subbrand of Betsey Johnson introducing bedding and room decor for young adult females. The line was created to fulfill a market need for cute and trendy products made from quality materials. PinkFrill will allow Macyâ&#x20AC;&#x2122;s to open up their first store-in-store that will feature a complete decorated room. The new subbrand will push Betsey Johnson towards the lifestyle brand category.

SU B - B R A N D PRO POSAL

ABOUT BETSEY JOHNSON

Betsey Johnson is a New York fashion designer who has been in the industry since the 1960s and started her self-titled label in 1978. She won the 1999 CFDA award, and Mademoiselle Magazine’s Guest Editor’s contest. Betsey also held the top designer position at Paraphernalia. She currently sells dresses, accessories, bags, shoes, tops, luggage, skirts, and bottoms. She has always designed for herself as well as for her devoted fans. Betsey is a whimsical free-spirit who doesn’t follow trends--she sets them.

TARGET MARKET

PRIMARY

SECONDARY

DEMOGRAPHICS

Women 35-49yrs Married or single mom Living in a city 1-2 kids, at least 1 daughter Income $68-100k/yr Entrepreneur

PSYCHOGRAPHICS Goes out on daughter dates Easygoing, fun mom Does yoga to relax Spends time shopping Hosts parties Watches Glee

Girls 12-20yrs Single or dating No kids Living at home Parents income In middle/high school

PSYCHOGRAPHICS Likes to shop Goes out with friends Dance and sing karaoke Spends girl time with mom Attends older girl parties Watches Glee

FALL / WI NTER 2012 TR EN DS

TRENDS

Betsey makes her own trends each and every season. She incorporates loud prints of floral, pop art and leopard among many others. Her materials vary from cotton blends and polyester to taffeta and silk. The PinkFrill collection for Fall/Winter 2012 incorporates many of her signature colors and prints along with velvet and classic red plaid.

B R A N D I N G & PACK AG I N G

PinkFrill Pinkfrill PinkFrill LOGO TRIALS PinkFrill PinkFrill Pinkfrill PinkFrill PinkFrill Pink Frill PinkFrill PinkFrill PinkFrill LOGO CREATION

The logo was tried a number of different ways based on Betsey Johnson’s original handwritten font.

TYPOGRAPHY

FINAL LOGO

The typeface for PinkFrill is called “A Little Pot,” which was downloaded free from dafont.com. The goal for Betsey Johnson’s PinkFill line is to embody her whimsy and showcase her personality. ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghij klmnopqrstuvwxyz 0123456789?!

COLOR PALETTE

The color palette is simply her signature hot pink that she uses for all of her other logos to make the new sub-brand cohesive with her brand image.

HOT PINK BETSEY Pantone # EC0086 C: 0 M: 100 Y: 4 K: 0 R: 236 G: 0 B: 134

Pink Frill PinkFrill

SHOPPING BAGS: LARGE, MEDIUM, & SMALL

A Little Pot

CUSTOM BEDDING BAG

PACKAGING BOW TIE

HANGTAG

CUSTO M B ED D I N G 1`. “Flirty Floral”

MIX N’ MATCH CUSTOM BEDDING

Customers will be able to purchase their bedding as separate pieces or all together in a “Miss-Matched” set as shown in the four examples below.

MISS-MATCHED SET PRICING

*Includes down comforters, sheets, and pillow cases only.

TWIN: $325 DOUBLE: $355 QUEEN: $385 KING: $419

2. “Punky Princess”

3. “Checkard Kisses”

4. “Leopard Petals”

LI N E S H EET

Season: Fall 1 Year: 2012 Group: Bedding

Season: Fall 1 Year: 2012 Group: Bedding # 6001

# 6002

# 6003

# 6010

# 6011

# 6012

# 6019

# 6020

# 6021

# 6004 # 6001

# 6005 # 6002

# 6006 # 6003

# 6013 # 6010

# 6014 # 6011

# 6015 # 6012

# 6022 # 6019

# 6023 # 6020

# 6024 # 6021

Description: Down Comforter Fabric: 100% Egyptian Cotton Retail: $159-199 Supplier: Huaian Fortune Int.

# 6007 # 6004

# 6008 # 6005

Description: Sheets Fabric: 100% Egyptian Cotton Retail: $129.00-159.00 Supplier: Huaian Fortune Int.

# 6016 # 6013

# 6017 # 6014

Description: Pillow Case Fabric: 100% Egyptian Cotton Retail: $37.00-61.00 Supplier: Huaian Fortune Int.

# 6025 # 6022

# 6026 # 6023

# 6024

Description: Down Comforter Fabric: 100% Egyptian Cotton Retail: $159-199 Supplier: Huaian Fortune Int.

# 6007

# 6008

Description: Sheets Fabric: 100% Egyptian Cotton Retail: $129-159 $129.00-159.00 Supplier: Huaian Fortune Int.

# 6016

# 6017

Description: Pillow Case Fabric: 100% Egyptian Cotton Retail: $37.00-61.00 $37-61 Supplier: Huaian Fortune Int.

# 6025

# 6026

Season: Fall 1 Year: 2012 Group: Bedding

STYLE # 6000

STYLE # 6009 # 6006

STYLE # 6000

STYLE # 6018 # 6015

STYLE # 6009

STYLE # 6018

Season: Fall 1 Year: 2012 Group: Throw Pillows

Season: Fall 1 Year: 2012 Group: Bedding

Season: Fall 1 Year: 2012 Group: Throw Pillows # 6028

# 6029

# 6030

# 6037

# 6038

# 6039

# 6046

# 6047

# 6031 # 6028

# 6032 # 6029

# 6033 # 6030

# 6040 # 6037

# 6041 # 6038

# 6042 # 6039

# 6048 # 6046

# 6049 # 6047

Description: Med. Square Pillow Fabric: 100% Egyptian Cotton Retail: $39 $39.00 Supplier: Huaian Fortune Int.

# 6034 # 6031

# 6035 # 6032

Description: Lrg. Throw Pillow Fabric: 100% Cotton Retail: $49.00 $49 Supplier: Huaian Fortune Int.

# 6043 # 6040

# 6044 # 6041

Description: Sm. S Rectangle Pillow Rectangle Pillow Fabric: 100% Egyptian Cotton $30 Retail: $30.00 Supplier: Huaian Fortune Int.

# 6050 # 6048

# 6049

Description: Med. Square Pillow Fabric: 100% Egyptian Cotton Retail: $39.00 Supplier: Huaian Fortune Int.

# 6034

# 6035

Description: Lrg. Throw Pillow Fabric: 100% Cotton Retail: $49.00 Supplier: Huaian Fortune Int.

# 6043

# 6044

Description: S Rectangle Pillow Fabric: 100% Egyptian Cotton Retail: $30.00 Supplier: Huaian Fortune Int.

# 6050

STYLE # 6027

STYLE # 6036 # 6033

STYLE # 6036

STYLE # 6045 # 6042

STYLE # 6045

LI N E S H EET Season: Fall 1 Year: 2012 Group: Room Decor

# 7016

# 7003

# 7017

# 7004

STYLE # 7002 Description: Marilyn Mirror Material: Velvet Retail: $38 $38.00 Supplier: Huaian Fortune Int.

# 7001

# 7007

# 7001

Season: Fall 1 Year: 2012 Group: Room Decor

# 7005

STYLE # 7014 Description: Pnk flwr Lamp lamp Flower Material: Plastic Retail: $125.00 $125 Supplier: Huaian Fortune Int.

# 7007

BACK

STYLE # 7015

Description: Down RoundComforter Lamp PlasticEgyptian Cotton Fabric: 100% Retail: $68 $159-199 Supplier: Huaian Fortune Int.

# 7010 # 7010

# 7008 # 7008

STYLE # 7000 Description: Blk Hand Mirror STYLE # 7000 Material: Plastic Description: Blk Hand Mirror Hand Mirror Retail: $28.00 Material: Plastic Supplier: Huaian Fortune Int. Retail: $28.00 $28 Supplier: Huaian Fortune Int.

STYLE # 7006 Description: Sklfulmirror STYLE # 7006 Material: Bamboo Description: Sklfulmirror Skull Full Mirror Retail: $68.00 Material: Bamboo Supplier: Huaian Fortune Int. $68 Retail: $68.00 Supplier: Huaian Fortune Int.

STYLE # 7009 Description: PkLeprdVase STYLE # 7009 Material: Ceramic Description: PkLeprdVase Leopard Lip Vase Retail: $48.00 Material: Ceramic Supplier: Huaian Fortune Int. Retail: $48.00 $48 Supplier: Huaian Fortune Int.

STYLE # 7011 Description: Teal Teal FlowerFrame Flower Frame STYLE # 7011 Material: Wood Description: Teal FlowerFrame Retail: $19 $19.00 Material: Wood Supplier: Huaian Fortune Int. Retail: $19.00 Supplier: Huaian Fortune Int.

STYLE # 7012 Description: blk book ends Black Book Ends STYLE # 7012 Fabric: Felt &blkSequin Description: book applique ends Retail: $48/pair $48.00/pair Fabric: Felt & Sequin applique Supplier: Huaian Fortune Int. Retail: $48.00/pair Supplier: Huaian Fortune Int.

STYLE # 7013 Description: Lips Clock STYLE # 7013 Material: Plastic Description: Lips Clock Retail: $28 $28.00 Material: Plastic Supplier: Huaian Fortune Int. Retail: $28.00 Supplier: Huaian Fortune Int.

D I R ECT M AI L M AR K ETI N G

STO R E- I N -STO R E

MACY’S FIRST STORE-IN-STORE

PinkFrill will be setup inside Macy’s as a store-in-store in the Home Department. The new line will first be tested at the Harold Square location in New York City.

M AR K ETI N G

CASHWRAP SIGNAGE

Betsey Johnson stores will feature signage for the cashwrarp. The 8” x 8” poster introduces PinkFrill to exiting customers and encourages them to check out the new sub-brand online and in-store at Macy’s.

IPHONE APP

Like all Macy’s products, PinkFrill can be bought on the Macy’s iphone app. This is an example of a PinkFrill product and details.

WEB PROMOTION

BETSEY JOHNSON HOMEPAGE

According to Faith Popcorn, the majority of consumers shop online first before they go into stores. Because the Secondary target market for PinkFrill is so young and tech savvy, having the bedding online is more beneficial--especially since the younger end of the target market cannot drive to the store.

FACEBOOK MARKETING

During the first few months of the launch, Betsey Johnsonâ&#x20AC;&#x2122;s Facebook page updates her followers on the launch of PinkFrill. Her Facebook page is also directly linked to Twitter so in a matter of seconds the world will know all about the exciting new launch.