Mother Minkoff by Rebecca Minkoff Women’s Work Wear Contemporary Collection
Created By: Melissa Johnson
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Table of Contents Executive Summay……………………………………………………. 3 Company Mission Statement……………………………………… 4 Company Vision Statement………………………………………..4 Social Responsibility Partnership……………………………….4 Customer Profile ……………………………………………………….5 Customer Narrative…………………………………………………..6 Inspiration Image…………………………………………………….7 Product/Group Overview Flats/Sketches…………………….8-9 Assortment/Classification Plan………………………………….10 Assortment-Master Page (style #’s with description……...11 Cost Sheets…………………………………………………………….12-21 Line Sheets…………………………………………………………….22-26 Brand Identity/Competitive Edge…………………………..27 Retail Partner/Distribution……………………………………27-28 Production Calendar …………………………………………….29 Purchase Order/Unit distribution sheet……………………30 Seasonal sales projection by Item …………………………….31 Sales projection master page……………………………………32 Floor Plans …………………………………………………………….33 Marketing Plan ……………………………………………… …34-36 Press Kit………………………………………………………………..37-41 Bibliography………………………………………………………..42
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Executive Summary
The selection of Rebecca Minkoff as the designer I wanted to create a brand extension for was the first step of my project process. I selected and created a brand extension called Mother Minkoff because I wanted to reach a niche market. The idea that most working women spend more time in their work wear clothing than any other stood out to me. I also am very familiar with Rebecca Minkoff’s current customer and therefore could judge how an older demographic would style her clothing. I wanted to make everything I designed and marketed practical and wearable to both the mother and working woman. There is an overall edgy downtown image connected to the Rebecca’s line and I tried to incorporate chain and leather details into my brand extension. Overall I hoped to create an updated look to women’s work wear that could be worn by many sizes.
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Mission and Vision Statement and Social Responsibly Our mission at Rebecca Minkoff stands for the modern working woman, a whimsical spirit of independent and the belief that having the perfect accessory is just as important as finding your dream job and perfect man. Rebecca Minkoff represents the New York City dream: Success, Fame, Love and of course Independence. We work to provide the Downtown Romaic image to all of our clothing and accessories to make woman feel and look their best. As a brand we search to have contact with all customers who are interested in our products and therefore aim to reach out and build free standing stores in both the United States and other countries in the next five years. Rebecca Minkoff is actively involved in many nonprofit organizations including one that is close to her and is mentioned on her site. It is called Baby Buggy and was started by Jessica Seinfeld and provides essential clothing, gear and services to families in need. In addition to Baby Buggy I would like to support the Make a Wish foundation as well.
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Customer Profile Geographic Segmentation Region:
North, South, East, West
City Size:
Up to 100,00 and 100,000 or more
Population Density:
Urban, Suburban,
Climate:
Hot and cold temperatures
Demographic Segmentation Age:
30-45
Gender:
Female
House Hold Size:
Two, Three, Four or more
Income:
150,000 or more a year
Occupation:
Professional, blue-collar
Education:
college graduate, post graduate
Sociocultural Segmentation Culture:
Any culture
Subculture:
All religions
National Origin:
All national origins
Race:
All races
Social Class:
Upper class, middle class
Marital status:
Married, Divorced, widowed
Psychographics:
Achivers, brand loyal, family oriented, interested in travel/world experiences, extroverts, introverts, status seekers
Cognitive Segmentation Degree of knowledge:
Expert and novice
Benefits sough:
Value for the money
Attitude:
Positive
Behavorial Segmentation Brand loyality:
some brand loyality
Store loyality:
some store loyality
Usage rate:
medium
User status:
current, potential user
Payment method:
Cash, credit card
Media usage:
Newspapers, magazines, TV
Usage situation:
Work, home, vacation,
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Customer Narrative The Rebecca Minkoff brand extension currently called Mother Minkoff has a targeted customer that can be defined by the following customer narrative. The sun rises it is 7 a.m. on a bright and warm April morning in Evanston, Illinois. The town of Evanston is just waking up and so is Anna Slade who is getting ready to start her day with her family of four. Anna is of Italian decent and has a large immediate family she has one brother and three sisters. The Slade’s own a five bedroom house that fits their family perfectly with a backyard and park view. Thirty eight year old Anna grabs her cup of brewed coffee and walks into her 8 year old twin girl’s bedroom. She gets Sophia and Emma ready for another day of third grade while her husband Isaac makes a quick breakfast for them all. Isaac is then off to his psychologist job in the city of Chicago and Anna waits to get the children on the bus. After the girls leave Anna finishes getting herself ready, she pulls her hair back into a polished ponytail and adds a pair of tiny pearls to her ears. She grabs her favorite black shift dress, light grey scarf and quilted bag to wear for the day. The dress suits her well, her job as a lawyer requires comfort and the usual all black attire requirements. Anna studied law at New York University and loves to take a long weekend and visit her close friends on the west side whenever she can. Walking through New York with her friends brings back her fond memories of college. Whenever she is in the city she loves to grab cupcakes, red velvet are her favorite and sip coffee near the plaza. She hops into her white BMW and is on the road, her commute is quick into the city. Anna grabs tea with her girlfriends at the Drake during her lunch break for a friend’s birthday. That evening she meets up with her husband both of them still dressed in their work attire for a dinner date at a little Italian restaurant they love. They return home and go straight to the living room where the girls are waiting for them with their grandmother. Anna goes for a quick evening run before reading the girls a short book and putting them to bed. Anna gets ready for bed and turns on the evening news before falling asleep to her favorite music.
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Inspiration
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Group Overview #12311-01, 05
#12321-01, 05 #12323-04
#12312-04, #12312-03
#12322-01
#12313-07
#12322-07
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#12331-06,01
#12341-02,03,01
#12331-03,01
#12341-02,03,01
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Product Classification
1. Year 1.2013 2. Season A. Fall 3. Sub Class 1. Tops 2. Bottoms 3. Outerwear 4. Dresses 4. Sub Class 1. Tops 1. Peplum 2. Long Sleeved 3. Button Down 2. Bottoms 1. Work Pants 2. Pencil Skirt 3. Day Pants 3. Outerwear 1. Jacket 2. Blazer 4. Dresses 1. Knee Length 2. Long 5. Color 1. Black 2. Dark Grey 3. Light Grey 4. Red 5. Black floral 6. Olive Green 7. Royal Blue 8. Plum
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Master Page 1. Jane Peplum Top #12311-01,05 2. Jennifer Long Sleeved Top #12312-04, #12312-03 3. Charlize button down #12313-07 4. Jessica 3 button work pant #12321-01,05 5. Audrey day pant #12323-04 6. Miranda pencil skirt #12322-01, #12322-07 7. Blake trench coat #12331-06,01 8. Kelly Blazer #12331-03,01 9. Cara mind length dress #12341-02,03,01 10. Barbara full length shaping dress #1234102,03,01
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22 | P a g e Line Sheets: Rebecca Minkoff Mother Minkoff Fall 2013 Delivery 6-1
Jane Peplum top Made with black cotton and Italian brocade #12311-01, 05 Whole Sale: $275 Retail: $550 Colors: Black and White with Brocade Jennifer Long Sleeved Top Made from Italian Cashmere #12312-04, #12312-03 Whole Sale: $275 Retail: $550 Colors: Light Grey and Red
Charlize Button Down Made from Silk #12313-07 Whole Sale $175 Retail: $350 Colors: Royal Blue
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Jessica 3 button Work Pants Made from mixed wool and silk and brocade #12321-01, 05 Wholesale: $300 Retail: $600 Colors: Black and white with brocade
Audrey Day Pants Made from a silk wool blend #12323-04 – Wholesale: $475 Retail: $950 Colors: Red
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Mother Minkoff Line Sheet: Skirts
Miranda Pencil Skirt Made from a black wool and black leather #12322-01, #12322-07 Wholesale:$350 Retail: $700 Colors: Black with leather detail
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Mother Minkoff Line Sheet: Jackets
Blake trench coat Olive green wool and black leather with 2 front slit pockets #12331-06,01 – #12331-06,01 Whole sale:$495.50 Retail: $999 Colors: Olive green with black leather sleeves
Kelly Blazer Grey wool with black leather and 2 clasp closure #12331-03,01 Wholesale: $450 Retail:$900 Colors: Light Grey with dark leather collar
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Mother Minkoff Line Sheet: Dresses
Cara mid length shaping dress #12341-02,03,01 Wholesale: $525 Retail: $1050 Colors: Light grey, dark grey and black
Barbara full length shaping dress Blue and plum jersey with silk lining #12341-02,03,01 Wholesale: $635 Retail: $1250 Colors Royal Blue and Plum
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Brand Identity: Polished, Upbeat, Modern Selling Appeal: The mother Minkoff line has a selling appeal to modern city or suburban living 30 to 40 year old mothers. If a customer views the product hanging in the store they will first notice the quality. A working woman has to have clothing that can last up against a demanding life. The customer will be lured in by the on trend touches , like leather and chain, the pieces have and the wearable day to night appeal.
Quality comes with the price
Conservative enough for the office
Each piece can be worn from day to night
Distinct Characteristics: Mother Minkoff can be separated from its competitive brands like Theory, Jason Wu, and Max Mara due to its keen sense of simplicity and trends in one. Most of the aforementioned brands don’t make a specific work wear category or pieces that are suitable for an office or professional setting. Mother Minkoff keeps hemlines long and fits comfortable for someone who has to move. The fabrication is also a main importance and most of the pieces have fabric from Italy or France.
Simple style with trendy details such as leather and chain
Comfortable and casual fit
Imported fabrics
Retailer: Specialty Store- Nordstrom
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Geographic Locations: My geographic locations will include the Nordstrom on 225 West 57th Street in New York City which is currently scheduled to be built within the next few years. The second location will be the Nordstrom’s on Michigan Avenue in Chicago Illinois. The third will be the Nordstrom’s in Cherry Hill New Jersey. The other stores will include Nordstrom’s Barton Creek Square in Texas and Nordstrom in South Coast Plaza California and the Nordstrom in Park Meadows Colorado.
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Sales Projections
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Master Page- Sales Projection 1. Introductory 30%
Beginning on Hand 240 Sales 80 Ending on Hand 48 2. Maintenance 60% Beginning on Hand 48 Sales 21 Ending on Hand 27 3. Clearance 10% Beginning on Hand 27 Sales 21 Ending on Hand 6
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Floor Plans
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Mother Minkoff Marketing Plan Introduction Phase:
Marketing objectives: To inform customers on the new brand extension and increase sales in the high end women’s category. Marketing Strategy: To show the female customer that Rebecca Minkoff now carries work wear appropriate clothing with quality fabrics that can be transitioned from day to night retaining that downtown romantic edge of Rebecca’s designs. Marketing Tactic: The tactic during the introduction phase for my Mother Minkoff line is going to be an in store presentation. The event will be hosted by Rebecca Minkoff and she will travel to the 6 Nordstrom locations where the line is sold. The event will be called “Mothers Mingle” and will feature a question and answer session with Rebecca on how to dress successfully in the workplace. The money spent will go towards models, food and beverages, free gifts with purchase and on site tailoring. To attend you simply view the invitation set out to all Nordstrom shoppers and click on the attend button on Facebook or email. Then customers will be able to view the collection in person with chairs and tables set up while they dine on small treats and drinks. If customers try on something and need tailoring there will be multiple on site tailors who will do minor or major touch ups that can be completed on site or sent in if it is a more difficult fix. Money will also be spent on the free gift with purchase which will change for each store so interest in what is given will increase. The gifts will include a travel mirror, a set of hair pins, a nail polish, or a pill box. All of these pieces will be given to the customer that purchases any piece from the new line. The event will be hosted by the selected Nordstrom store and will take place from 5-8pm. Rebecca will speak for the first 25 minutes and will be available after to give tips about juggling work and motherhood while maintaining her business. Finally customers will shop and be given their gift as they leave.
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Maintenance Phase:
Marketing objectives: To increase brand loyalty and to encourage the continuing purchase of new upcoming collections. Marketing Strategy: To let the current customer know that they are purchasing elite and selective merchandise that will continue to meet their needs while having style and exclusive pieces such as leather and cashmere. Marketing Tactic: The tactic during the maintenance phase for my Mother Minkoff line is going to be a promotional campaign that gives real working women the chance to partner with the line. In the first phase we gained new customers who became highly interested and now we want to keep them coming back. Rebecca Minkoff is going to host an online and print women’s campaign that will feature 3 working women and their style. The campaign is going to start as a contest where women upload their story and feature up to 3 photos of their work day to night style using Rebecca’s current Mother Minkoff line. This will draw attention to current customers who want to keep building their wardrobe with the line as it grows. The money will be spent here for the judging for the 3 winners and the photo shoot that will take place for the campaign. Once the 3 winners are selected they will fly to New York and shoot a print campaign that will be in stores and online. They will wear products that convey the seasonal colors and fabrics that we will be using in the featured collection. Money will also be spent on giving gifts to the winners and producing the campaign and getting it produced to print and on the web. Money will also be spent to set up the photos within the stores that carry the Mother Minkoff line. The key here is to spend as much time on the customer and making them aware of how we can help them improve their working attire and keep them interested in the clothing.
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Clearance Phase: 
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Marketing objectives: To attract customers to the sale items that are special and would be a benefit for such a good quality piece at that price. Also to inform preview them of the upcoming collection. Marketing Strategy: To let all customers and views of the collection know that they are purchasing a sale item that is not just trendy but can be worked into their wardrobe in many ways. Marketing Tactic: The tactic during the clearance phase for my Mother Minkoff line is going to be an in store promotion that involves a special one day sale for the merchandise. The first day that the remaining times go to the sale phase we are going to have a special discount event. The event will feature the items on sale for ten percent more than the usual clearance price. All items will be final sale but the customer will be able to come in and shop the pieces in the store setting and get a special preview for the upcoming collection. When the customer comes in for this event they will get the chance to pick up a handout that will be a sneak peek into the upcoming collection that no one else will be able to see first. Money that will be spent here will mainly be on store displays and having small things offered at the event such as drinks and snacks. The key is to sell as much sale merchandise as possible while letting the customer know they should come back in the next few months and look forward to new pieces coming into the store. Money will also be spent on the invitations which will be sent out to the current Mother Minkoff customers that were signed up for the mailing list. This will be an invitation only event as a reward to the customers that grew with the brand.
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Press Release
May 2013 Rebecca Minkoff Company Introduces Mother Minkoff For Release. Rebeeca Minkoff recently announced that she is tapping into a new market, work wear. The separates are inspired by working mothers and their demanding lifestyles. We look to target mother’s age 30-45 that want comfortable stylish separates. Creator Rebecca Minkoff commented says she “believes all women should feel stylish and able to show their personality through clothing. My company is the modern woman and she does everything for her family. I wanted the collection to have quality fabric that would hold up for demanding lifestyles.” The line is going to first be presented in Nordstrom stores across the country. Locations include Chicago, New York, Texas, California and New Jersey. It will arrive in August 2013 and will include special presentations by Rebecca. We are also partnering with Baby Buggy to support families in need and give them the necessary baby items. The company was Jessica Seinfeld and we hope to inspire everyone to get involved and donate what they can. Melissa Johnson Merchandise Manager
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Jane Peplum top
Jennifer Long Sleeved Top
Made with black cotton and Italian brocade
Made from Italian Cashmere
#12311-01, 05 Retail: $550 Colors: Black and White with Brocade
#12312-04, #12312-03 Retail: $550 Mother Minkoff Colors: Light Grey and Red
Charlize Button Down Made from Silk #12313-07 Retail: $350 Colors: Royal Blue
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Audrey Day Pants Made from a silk wool blend #12323-04 Retail: $950 Colors: Red
Miranda Pencil Skirt Made from a black wool and black leather #12322-01, #12322-07 Retail: $700 Colors: Black with leather detail
Jessica 3 button Work Pants Made from mixed wool and silk and brocade #12321-01, 05 Retail: $600 Colors: Black and white with brocade
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Blake trench coat
Kelly Blazer
Olive green wool and black leather with 2 front slit pockets
Grey wool with black leather and 2 clasp closure
#12331-06,01 –
#12331-03,01
Retail: $999
Retail:$900
Colors: Olive green with black leather sleeves
Colors: Light Grey with dark leather collar
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Cara mid length shaping dress Barbara full length shaping dress #12341-02,03,01 Blue and plum jersey with silk lining Retail: $1050 #12341-02,03,01 Colors: Light grey, dark grey and black Retail: $1250 Colors Royal Blue and Plum
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Works Cited http://www.rebeccaminkoff.com/ http://www.huffingtonpost.com/rebecca-minkoff/ http://shop.nordstrom.com/ http://www.moodfabrics.com/ http://www.goole.com/images http://online.wsj.com http://investing.businessweek.com/research/stocks/priv ate/snapshot.asp?privcapId=183017022