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Molli Payne Merchandise Management July 18, 2013 Â
Table of Contents Executive Summary Mission and Vision and Social Responsibility Customer Profile Customer Narrative Brand Extension Rationale Inspiration Flats Classification Page Master Page Cost Sheets Brand Identity Competitive Edge Retail Partner and Distribution Dates Floor Plan Planning Calendar Purchase Order Purchase Invoice Seasonal Sales Projection by Item Sales Projection Marketing Plan Works Cited
Page 3 Page 4 Page 5 Page 6-‐7 Page 8-‐9 Page 10 Page 11-‐15 Page 16 Page 17 Page 18-‐27 Page 28 Page 29 Page 30 Page 31 Page 32 Page 33 Page 34 Page 35-36 Page 37-38 Page 39-‐40 Page 41
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Executive Summary Rick Owens is expanding its target audience. We want every woman to experience the quality of owning a Rick Owens quality piece. We have started by expanding the brand with a line at J. Jill called Simple by Rick Owens. This line is designed for the everyday working, conservative women. This women is middle aged and doesn’t have all of the money in the world. We wanted to reach out to this type of woman because they too want to be able to have good quality items. This line is donating fifty percent of its profits to the Les Turner ALS Foundation. ALS is a disease that seems to go unrecognized to most people but yet strikes at the drop of the hat and takes over the body within a short amount of time. Rick Owens wants to spread the word by giving t-‐shirts to the first 50 customers at each store. The shirt says Rick Owens fights for ALS, do you? The back of the shirt has the Les Turner Foundation logo and the Simply by Rick Owens as well as J.Jill logo.
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Mission Statement: The mission of Rick Owens is to stand at the forefront of the avant-garde through instantlyrecognizable silhouettes and a largely monochrome palette often painted with gothic overtones. Rick Owens reputation is known worldwide all while reinventing styles that have made his name.
Vision Statement: Five years from now, Rick Owens will continue to reach out to different customers and to different categories throughout the fashion industry.
Social Responsibility: Rick Owens is going to partner with an organization that helps with ALS research. ALS is a disease that attacks the neurons in your muscles and you slowly begin to lose all movement with your mind being completely intact. Rick Owens has agreed to give half of its proceeds from this new line to new ALS research.
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Customer Profile Geographic Segmentation:
Region: Midwest City Size: 15,000-20,000 Population Density: Suburban Climate: Temperate
Demographic Segmentation: Age: Gender: Household Size: Income: Occupation: Education:
35-50 Female 2-4 people $25,000-$50,000 Working Class College Graduate
Sociocultural Segmentation: Culture: American Sub Culture: Religion: Christian National Origin: French, Canadian Race: Caucasian Social Class: Working Class Marital Status: Single, Married, Divorced, Widowed Psychographics: Strivers, Strugglers Affective and Cognitive Segmentation: Degree of knowledge: Benefits Sought: Attitude: Behavioral Segmentation: Brand Loyalty: Store Loyalty: Usage Rate: User Status: Payment Method: Media Usage: Usage Situation:
Novice Economy Neutral Divided Divided Medium Non-User Cash-Credit Card All Media Home
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Customer Narrative Maggie wakes up every morning around 6:45 and drinks her coffee while reading the New York Times in print. She makes an egg and toast after her shower for her husband Ben. Maggie puts dog food in the dog dish as she walks out the door to her job as a financial advisor at a local bank in her small town of Dixon IL. Maggie drives her 2006 Toyota Prius to work everyday. She walks in and starts another pot of coffee in the break room. With coffee in hand, Maggie walks into her office to start the day. She checks her emails and voicemails before her first appointment at 9:00 AM. Her appointment is early and Maggie stands up, fixes her skirt and cardigan and goes to meet her client. She shakes the clients hand and brings them into her office. During the appointment Maggie fiddles with her hair and the buttons on her cardigan. Once the appointment is over, Maggie walks her client to the door and shakes their hand. She hands him her card and tells him to call her anytime. Once back inside the appointment, Maggie goes back to refill her coffee cup and grab a cup of yogurt for a snack. She brings the snack into her office and begins work on her computer again. Before she knows it her co-worker Susan is peaking in asking her if she wants to get lunch at the local café across the street. Maggie agrees and grabs her purse. The two friends walk across the street talking about how happy they are that the morning went by fast. Inside the café Maggie orders a turkey sandwich and lemonade. While eating her lunch, Maggie overhears the two young girls sitting next to them talking about what it will be like at their 10 year high school reunion. Maggie laughs to herself and thinks, 6
my 10-year high school reunion was 7 years ago and only 3 people out of her class of 100 had changed. She couldn’t help but think about her life since then and how content she was with it. Susan interrupts her daydreaming and tells her they better head back to work. Maggie gathers her sandwich in the bag and heads out the door and across the street with Susan. Back at the bank, Maggie finishes up her emails pretty fast after lunch and around 3 she leaves early. Maggie jumps into her car and throws her cardigan in the backseat. She puts her hair up and heads home. Maggie runs inside and lets the dog out of the sunroom. She goes and puts her running close on and grabs the dog lease and heads back out front. She hooks the dog presses play on her iPod and runs down the street. Maggie and the dog run up and out of her subdivision and along the riverside. As she runs, Maggie thinks about how wonderful her life is and sees a group of moms walking with their strollers in front of her. Maggie and Ben have just started to think about kids and she is excited for their journey. She loves her dog but always has wanted children. As she run homes, she thinks about having children with Ben and how exciting it will be. She unhooks the dog as they go into the garage and can smell something great inside. Ben is cooking spaghetti and meatballs. Maggie has just enough time to jump in the shower fast before dinner. During dinner Ben and Maggie talk about children again and their days at work. The two eat fast and put the dishes in the dishwasher. Ben grabs a couple beers and a blanket while Maggie picks a movie on TV. The two sit and relax while watching a Lifetime movie.
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Brand Extension Rationale Rick Owens Marketing Research for a 35-50 Female, working class, conservative, very price conscious In finding market research for branching out and doing a new conservative line for Rick Owens was a little difficult. Rick Owens is one of the most edgy and avant-garde fashion lines in the fashion industry. I went and looked at a few stores that are very conservative and would be a place that my customer would shop. I also looked online where Rick Owens is sold in Chicago. While I was out shopping like my customer I came across the store J. Jill. This store is perfect for my customer. When you first walked into the store you notice a bunch of pictures of all different types of women laughing and doing any other everyday hobbies. It is a great marketing tool for showing that anyone that shops there are just like you. Everything in the store that had a low cut top had some sort of tank or camisole underneath. The store was full of pastilles and whites. The theme in the store was “Uncomplicate.” You could tell that the store is based on getting every woman back to basics and simplifying their wardrobe. The price point in the store was a bit pricey but their sales rack was very reasonable. Another store that I went into was Ann Taylor. This Ann Taylor that I went into was very cluttered. There were a lot of busy prints and a lot of neon colors that stuck out of the very full racks and tables. I think that since their sales section was so large that they were trying to clean out for the summer season. They had a lot of white as well but pops of neon
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and bright colors. This store is not as pricey as J. Jill but if they want more customers they need to declutter their stores. Rick Owens is a very edgy line. If you do not know what his line looks like and you go to look at something to purchase you could be a little standoffish. Some people are shocked when they see some of his prices and they just look and keep looking on the rack. His designs are brilliant and very beautiful. Rick Owens is only sold in high value department stores and high fashion boutiques. You can see his customers as the edgy, gothic type. His designs are very different and very avant-garde. His main target customer is a high fashion male or female that has the guts to go bold and be brave and wear something that not everyone would wear. His name is known for being gutsy and bold and I think if we took his brand and built it into a conservative price conscious line a lot more people would wear his clothing.
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Inspiration
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Peplum Shirt 123-4551623
Button Down 123-4115262
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Tank 123-414516123
Body Suit 123-4125162
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Long Sleeve Wrap 123-41951623
Boat Neck Tee 123-41105162
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Short Sleeve 123-4185262
V-Neck Long Sleeve 123-4175162
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Baby Doll Shirt 123-41652612
Turtle Neck 123-41351612
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Classification Page 1. YEAR 1. 2014 2. SEASON 2. Fall 3. CLASS 3. Tops 4. SUB CLASS 1. Tops
1. Button Down 2. Body Suit 3. Turtleneck 4. Tank 5. Peplum Shirt 6. Baby Doll Shirt 7. V-Neck Long Sleeve 8. Short Sleeve 9. Long Sleeve Wrap 10. Boat Neck Tee
5. COLOR 1. Black 2. White 6. FABRIC 1. Lace 2. Cotton 3. Faux Leather
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Master Page Button Down 123-4115262 Body Suit 123-4125162 Turtle Neck 123-41351612 Tank 123-414516123 Peplum Shirt 123-4551623 Baby Doll Shirt 123-41652612 V-Neck Long Sleeve 123-4175162 Short Sleeve 123-4185262 Long Sleeve Wrap 123-41951623 Boat Neck Tee 123-41105162
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Simple By Rick Owens Date:
Style # : 123-4115262
Product Description: Button Down Long Sleeve Shirt Sizes: XS, S, M, L, XL
Season: Fall 2014
Colors: White
Wholesale: $48.00 Sug. Retail: $120.00
MATERIAL Cotton White
YARDS 2.5
PRICE $8.00
AMOUNT $20.00
TOTAL MATERIAL COST TRIMMINGS Buttons Tag
20 QTY 5 1
PRICE $2.50 $1.00
AMOUNT $12.50 $1.00
TOTAL TRIMMING COST
LABOR Manufacturing
PRODUCT SKETCH
13.5
AMOUNT $14.50
Swatch TOTAL LABOR COST
14.5
TOTAL COST OF PRODUCT:
48
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Simple By Rick Owens Date:
Style # : 123-4115262
Product Description: Body Suit, Long Sleeve Sizes: XS, S, M, L, XL
Season: Fall 2014
Colors:BLACK
Wholesale: $30.00 Sug. Retail: $75.00
MATERIAL Black Stretch Cotton
YARDS PRICE 2.5 $8.00
TOTAL MATERIAL COST TRIMMINGS Buttons
TOTAL TRIMMING COST
LABOR Manfuacturing
AMOUNT $20.00
PRODUCT SKETCH
20 QTY 2
PRICE $0.75
AMOUNT $1.50
1.5
AMOUNT $8.50
Swatch TOTAL LABOR COST
8.5
TOTAL COST OF PRODUCT:
30
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Simple By Rick Owens Date:
Style # : 123-41351623
Product Description: Long sleeve turtle neck Sizes: XS, S, M, L, XL
Season: Fall 2014
Colors: White
Wholesale: $40.00 Sug. Retail: $100.00
MATERIAL Black Stretch Cotton Black Floral Poly Lace
YARDS PRICE 2.5 $8.00 1 $8.00
AMOUNT $20.00 $8.00
TOTAL MATERIAL COST TRIMMINGS
28 QTY
PRICE
AMOUNT
TOTAL TRIMMING COST
LABOR Manufacturing
PRODUCT SKETCH
0
AMOUNT $12.00
Swatch TOTAL LABOR COST
12
TOTAL COST OF PRODUCT:
40
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Brand Identity Avant-garde Bold Structure
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Competitive Edge: Rick Owens is reaching out to a different target market then ever before. His dream to put all types of women into his designs has begun to come true. Rick has partnered with women’s conservative store J. Jill to distribute a line for more mature, price conscious women. There has never been a more conservative and simple line designed by Rick Owens before.
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Retail Partner
J. Jill Stores with Simple by Rick Owens: Chicago, New York, Los Angeles, Seattle, Miami, Dallas, Las Vegas, Boston, and Washington DC
Distribution Dates: Fall 2014 Design research October 2013 Develop November and December 2013 Early Production; Retail Orders January 2014 Major Production February –March 2014 In-store Promos and Shipping March-July 2014 Store Set Up August 2014
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Floor Plan
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Planning Calendar Fall 2014 in Store Delivery: Month
Oct.
Step 1
Research market; conservative styles
Step 2 Step 3
Step 4
Step 5 Step 6
Step 7
Nov.
Dec.
Jan.
Feb.
March
April
May
June
July
Aug.
Sept.
Begin to design Fabric research and samples Early production retail orders placed M. P. M. P. cont.
M. P. & In store Promos
Step 8
S. P. and in store promos
Step 9
S. P. and in store promos
Step 10
Shipping Cont.
Step 11
Store set up
Step 12
Track retail selling, plan for next season
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Seasonal Sales Projection by Item Button Down: 18 Intro: 6 sold Maintenance: 4 sold Clearance: 8 sold
Body Suit: 18 Intro: 8 sold Maintenance: 6 sold Clearance: 8 sold
Turtle Neck: 16 Intro: 5 sold Maintenance: 8 sold Clearance: 3 sold
Tank: 16
Intro: 3 sold Maintenance: 8 sold Clearance: 6 sold
Peplum Shirt: 17 Intro: 4 sold Maintenance: 6 sold Clearance: 7 sold
Baby doll Shirt: 17 Intro: 8 sold Maintenance: 6 sold Clearance: 6 sold
V-Neck Long Sleeve: 25 Intro: 5 sold Maintenance: 12 sold Clearance: 8 sold
Short Sleeve: 14 Intro: 6 sold 35 Â
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Maintenance: 4 sold Clearance: 4 sold
Long Sleeve Wrap: 21 Intro: 4 sold Maintenance: 6 sold Clearance: 8 sold
Boat Neck Tee: 18 Intro: 3 sold Maintenance: 8 sold Clearance: 7 sold
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Marketing Plan: Objective, Strategy, Tactic, Control Method Objective:
To increase amount of women to wear Rick Owens.
Strategy:
Focus on the conservative women. Design clothes to be worn at work and casually.
Tactic:
Get a free styling session the first time you come into a J.Jill store. Experience what its like to wear Rick Owens and experience the quality of great fashion. This is for new J. Jill customers only. Returning customers will receive a complimentary 15% off their first purchase of 2 items.
Control Method: The first 50 customers who purchase the Simple by Rick Owens line will also receive an ALS awareness t-shirt. The profit from the first 50 purchases will go straight to ALS research.
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Marketing Plan: Budget TOTAL RETAIL SALES AT $6,0000 X 10%= $15,000 $15,000 for Marketing Budget
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Works Cited N.d. Photograph. Blogspot. 18 Dec. 2012. Web. 3 July 2013. <http://black-andwhitephotos.blogspot.com/2012/12/eiffel-tower-paris-black-and-white.html>. N.d. Photograph. Dollskill. Web. 17 July 2013. <http://lghttp.11470.nexcesscdn.net/8050DB/Magentolive/media//rick-owensportrait-2_1.jpg>. N.d. Photograph. Mosquito Squad Blog. 22 May 2012. Web. 18 June 2013. <http://mosquitosquad.wordpress.com/2012/05/22/843/>. N.d. Photograph. Selectism. 19 June 2013. Web. 3 July 2013. <http://www.selectism.com/2013/06/19/rick-owens-furniture-miami-art-basel/>. N.d. Photograph. Tumblr. Web. 17 July 2013. <http://thewillywonkamagicgate.tumblr.com/post/44254644312>. N.d. Photograph. Web. 17 July 2013. <http://www.alstshirts.com/>. N.d. Photograph. ZonkioDC. 28 Apr. 2009. Web. 17 July 2013. <http://www.zonkio.com/photo-dogwood-flowers-blossoms-blackwhite_1480.html>.
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