Merchandising project by Milica Jovanovic

Verdethica Milica Jovanovic Merchandising Concept to Consumer

Table of Content

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Mission Statement Mission Philosophy Customer Profile Psychographic Profile Mood Board Style Numbering System Model Line Sheets Cost Sheets Development Calendar Unit Distribution Sheet Invoice Introductory Floor Plan Key Code Sheets Fixture Worksheets Maintenance Floor Plan Clearance Plan Marketing Budget Marketing Plan Marketing Calendar Press Kit

Mission Statement

â&#x20AC;˘â&#x20AC;Ż Verdethica is womenâ&#x20AC;&#x2122;s fashion brand with the goal to bring green, and ethically produced fashion together. The brand was build with intension to enable consumers to wear latest fashion trends while contributing to social and environmental actions with their consumerism. We work in collaboration with trendsetters of our time, bloggers and once with the great style we know you like allowing them to work on design and product development with our team. We are challenged daily in intention to be sustainable while trend forward, we see ahead and we bring you the latest at all times.

Mission Philosophy Our goal is the ethical and green women’s business. Accordingly we state that with the brand name. We use natural fabrics predominantly recycled cotton and wool, with an ultimate goal to switch to a 100% recycled fabrics. Our makers are paid fair wages and work in good and inspiring conditions. We provide day care for their children keeping them around so we can get inspired while nurturing, monitoring and securing our future generations. Life is important to us and we work hard to keep it Verdethical. Our free standing, store located in the West Loop will carry a new collection for fall, winter, spring and summer. The first collection will be for the fall 2016 its arrival in store is expected in July and will sell through December.

Sociocultural Segmenta/on Culture: All Subculture: All Religion: All Na:onal origin: All Race: All Social Class: Middle -‐Class Marital status: Single Psychographics: Striver Aﬀec/ve and Cogni/ve Segmenta/on Degree of knowledge: All Beneﬁts sought: Convenience, economy, style AFtude: Posi:ve, neutral Behavioral Segmenta/on Brand loyalty: Divided Store loyalty: Divided Usage rate: Divided User status: Current user Payment method: Cash, credit, debit Media usage: TV, magazines, internet Usage situa:on: All

Customer profile

Geographic Segmenta/on Region: East, Midwest, west City Size: 100,000+ Popula:on density: Urban Climate: All Demographic Segmenta/on Age: 18-‐30 Gender: Female Household size: 1 person Income: $25,000-‐$75,000 Occupa:on; Student or young professional Educa:on: College graduate, some college

Psychographic profile •  •  •  •  •  •  •  •  •  •  •  •  •  •  •

Age: 18- 30 Job: Young professional in the field of arts Lives in the West Loop, born and raised in Denmark Single, lives with her dog that she rescued Graduated from FIT in NYC Degree: BAF Favorite movies: Vicky, Christina, Barcelona; and many foreign movies. Favorite restaurants: Slurping Turtle, Green Zebra, Bar Siena etc. Favorite TV Shows: Girls, Orange is the new black Reads: Vogue, Harpers Bazar, New York Times Blogs: Man Repeller, Chicagoist, Humans of New York Listens to: Ibeyi, Lianne la Havas, Jessie Ware, Duft Punk, Phoenix, Roots etc. Shoppes: Zara, American Apparel, Reformation etc. Favorite activities: Yoga, live shows, art exhibits, traveling, visiting new restaurants, experiencing new cultures, discovering new designers. Favorite designer: Rosie Assoulin

Day in Life of Rikke 5:30 am: Rikke wakes up at, makes black tea with almond milk and goes out to walk her dog Stella. 6:00 am: She is back home. She takes 45 minutes to do yoga and get in touch with herself. 6:45 am: She showers and gets dress. Her style is unique , she wears pieces from many independent designers mostly her friends and people she collaborates with. 7:00 am: Time for breakfast. She makes toast with almond butter and sliced banana on it. 7:30 am: She is at the door and on the way to her studio. 8:00 am: She arrives and starts her day by checking emails and calendar. She prepares and reviews her projects before meeting with her clients. 1:00 pm: Lunch time and well deserved break, she usually grabs a salad or a vegan wrap. 1:45 pm: Rikke is back at the office. She reviews completed tasks and starts her research for the upcoming project and planning process. 4:00 pm: She is ready to leave the office and go to a Spanish class. 5:30 pm: She is back home; She showers and dresses in comfortable active wear she has designed in collaboration with Outdoor Voices and takes Stella out for a walk. Rikke loves to distress and unwind by walking. 6:30 pm: Back home and ready to relax. Reading or watching documentaries are her favorite activities, on the days she is in. 10:30 pm: Rikke is ready to go to bed.

Verdethica

Style Numbering System 1 YEAR 1 2016 2 SEASON A Fall 3 CLASS 1 Top 2 Bottoms 3 Dresses 4 Outwear 4 SUB CLASS 1 TOPS 1 WOMENS CROP BOXY TOP 2 WWOMENS LONG SLEEVE BLOUSE 2 1 2 3 4

BOTTOMS WOMENS TROUSERS (wide leg/baggy) Women’s Trousers (Wide Crop) WOMEN’S MINI SKIRT Women’s Full Midi Skirt

3 DRESSES 1 CAPPED SWEATER DRESS 2 PLAID PINAFORE DRESS 4 OUTERWEAR 1 WOMENS BLANKET COAT 2 WOMENS SLEEVELESS WRAP COAT

5 1 2 3 4 5 6 7 6 1 2 3 4 7 1 2 3 4

COLOR MULTI-PINK/YELLOW MULTI-DRY SAGE/BLUSH PINK PLATEAU BEIGE DRY SAGE BLACK APRICOT BLUSH FABRICATION POLY CHIFFON WOOL COTTON/WOOL DENIM SIZE SMALL MEDIUM LARGE EXTRA LARGE

Example #1A41221 1 2016 2 Fall 3 Outwear 4 Women’s Blanket Coat 5 Multi-Dry Sage/ Blush 6 Wool 7 Small

Women's Blanket Coat

Classification: Women Blanket Coat Style Number #1A41261 Fabrication Wool Sizes S-XL Retail Price $117 Â

Model Line Sheet Classification: Women's Sleeveless Wrap Coat Women Style Price Fiber

sizes s-xl #1A42522 $117 content: 100% wool

Model Line Sheet Classification: Women’s Capped Sweater Dress Women sizes s-xl Style #1A31331 Price $59 Fiber content:Poly Wool Interlock

Model Line Sheet Â Classification: Women's Plaid Pinafore Dress Women sizes s-xl Style #1A32132 Price $76 Fiber content: 55%wool 45%cotton

MODEL LINE SHEET Classification: Womenâ&#x20AC;&#x2122;s Full Midi Skirt Women sizes s-xl Style #1A23621 Price $70 Fiber content:55% wool 45%cotton

Model Line Sheet Classification: Womenâ&#x20AC;&#x2122;s Long Sleeve Blouse Women sizes s-xl Style #1A12412 Price $40 Fiber content:100%

cotton Â

Model Line Sheet Classification: Women’s Crop Boxy Top Women sizes s-xl Style #1A11712 Price $34 Fiber content:Poly Chiffon

Mode Line Sheet Classification: Women’s Trousers (high waist, wide leg/baggy) Women Style Price Fiber twill

sizes s-xl #1A21531 $60 content:100% cotton

Model Line Sheet Â Classification: Womenâ&#x20AC;&#x2122;s Trousers ( High Waist/ Wide Crop) Women sizes s-xl Style # 1A22411 Price $105 Fiber content: 55%wool 45%cotton

Model Line Sheet Classification: Women’s Mini Skirt Women sizes s-xl Style #1A23641 Price $58 Fabric: DENIM

Invoice

Unit Distribution Sheet

Introductory Floor Plan

Adjustable Wall Fixture

Description: Freestanding rack made from reclaimed pipe with the wheels. Finish: Copper Capacity: 50 item Fixtures: I

Table

Description: Wooden tiered table with black metal Legs hardware. Finnish: Copper Capacity: 105 Fixtures: A

Four Arm Stand

Description: This four arm free stand fixture has wheels, easy to move around Finish: Copper Capacity:60 Fixture: F

Mannequin

Free Standing Metal Dress Form, used for the front window displays Finnish: Copper Capacity:3 Fixture: P

Maintenance Floor Plan

Clearance Floor Plan

Marketing Budget Total Retail sales: $75,903 % Market Budget: 8% $ Marketing Budget: 6,072.00

Marketing Plan Objective: Have increase in overall Sales by 8% by December 2016 Strategy: Create an ad for Chicago Tribune for series of mentoring events Tactics: Contact Sales at Chicago Tribune Hire Graphic Designer to create Ad for Chicago Tribune Hire Bloggers for the Advertised series of events Create Event Calendar and Schedule Events with bloggers Inform and educate Stuff about the events, promotion and goals Promote event by emailing customers; Use Facebook and Instagram for promotion Adapt and arrange store for the event Hire DJâ&#x20AC;&#x2122;s for each individual event Purchase drinks that will be served Evaluation: Have Marketing Manager look, record and compare sales each week after the event.

Marketing Plan Objec/ve: To increase and boost Holiday Sales by 10% Strategy: Offer and Sale fall/winter collec:on at the Chicago Annual Fair Trade Pop Up Shop Tac/cs: Contact the Organiza:on and get the price on the selling boot at the event. Prepare and sign the contract. Set up the selling boot. Select the products to be sold at the event. Ship the product to the loca:on. Hire and train selling stuff for the loca:on. Have the Social Media Manager, create promo:onal material. Promote the brands par:cipa:on at the store as well. Use Facebook and Instagram as a plaborm for promo:on. Create unique coupon that can be used only at the loca:on. Inform and educate selling stuff about the event, and our presence and involvement. Evalua/on: Have the Marke:ng Manager, count and compare the sales made at the event with the sales made at the store for that month . Compare the numbers/sales made to the previous month, and use of only one loca:on.

Marketing Plan Objective: Increase brands visibility and number of followers on Facebook and Instagram by April 30 of 2017 by 50% Strategy: Post a $10 off total purchase coupon on Facebook and Instagram, instantly available after they like/follow the page. Tactics:

Hire Social Media Manager. Create engaging social media campaigns. Maintain positive (eco friendly) image in media. Build trust and reputation. Inform and educate selling stuff about the promotion, let them use it as a selling tool at the store. Continue to post deals and offer appreciation coupons on Facebook and Instagram.

Evaluation: Have Social Media Manager keep track of the new accumulated followers, count the number of new and compare to the goal; share coupons and deals till the end April, 2017.

Marketing Plan Objective: Increase brand's presence on the market by August 30, 2017 Strategy: Create a collaboration with Reformation (leading sustainable brand, and online seller)and sell product at their online shop and at store in N.Y.C Tactics:

Contact the buyer at the Reformation. Design and create line of products exclusively for Reformation. Prepare the model and costing sheets. Prepare presentation for the buyer. Build a brand image with the collaboration. Create public awareness by posting the images of the partnership Create a signage for the store. Create a catalog that can be offered to customers with a purchase, to inform them about the brand and its story. Inform and educate selling stuff about the collaboration.

Evaluation: Have the Marketing Manager compare over all sales made in the month after the collaboration was established to the sales prior to establishment of the collaboration by August 30, 2018 (year after the collaboration).

Press Kit

Press Release

Designers Biography

Milica Jovanovic moved to U.S after graduating textile design in Belgrade Serbia, where she acquired associates degree. Eager to learn more about the fashion business and how to star her own label, she pursued Columbia Collage in Chicago. While in school, she started collaborating with friend Sofia, creating unique carefully curated pieces for personal use. Designing pieces that last long; are contemporary comfortable and yet fashion forward. After realizing that her pieces were creating a lot of interest she saw an opportunity to take this a bit further. Out of this “personal project “Verdethica” was born. Small specialty brand, with the big vision for the future. Working with talented young, but competent industry leaders and fashion bloggers it didn’t take her to long to get her first orders in. A year latter she was selling on line and was able to support her self and pay the small but valuable crew. Three years latter she was in the West Loop, opening doors to her first customers and getting to know them. Five years later she created a collaboration that is going to take her to East Coast and her dream city New York. She is challenged daily in intention to be sustainable while trend forward, she see ahead and brings the latest at all times.

Business Card