Morgan Zaslavsky & Logan Flanders
TABLE OF CONTENTS HISTORY COMPETITOR ANALYSIS CUSTOMER PROFILE MOOD BOARDS FABRICS SCOPE & SIZE LINE LIST TECH PACKS
COST SHEETS MANUFACTURING TIME & ACTION CALENDER UNIT ASSORTMENT PLAN SALES PLAN BRANDING ADVERTISING LAUNCH EVENT
History
Tilly’s selling clothing, shoes and accessories has been open since 1982. Beginning in Southern California, and now having 225 stores in 33 states. Offering a large assortment of brands including surf, skate and motocross lifestyle apparel. They are constantly expanding by adding new brands to their assortment as well as bring forward new stores and concepts.
PACSUN AE ZUMIEZ FOREVER 21
Pacsun is a direct competitor with Tilly’s, carrying many of the same brands as well as having a similar aesthetic. Pacsun has some higher price points yet both stores are fairly inexpensive. Their target market is also quite similar. Someone who shops at Tilly’s will most likely also shop at Pacsun.
American Eagle is a strong competitor to Tilly’s. They share similar price points as well target customers. They carry great clothing for middle and high school students. They are less surf and skate oriented, but more based around basic items.
Zumiez also carries similar brands to Tilly’s, but their target customer is more skate oriented. Their price points, like Pacsun are a bit higher than Tilly’s. They also carry more skateboards and skate gear in each of their stores. Their target customer is also older and more masculine.
Forever 21 drives in the same shoppers as Tilly’s would. They carry less name brands and are at a lower price point, but target a younger consumer. They carry more clothing and have more diverse selection.
A
Ashlyn
AGE: 17 HOME: San Diego, CA MUSIC: Matchbox 20, Nirvana, Red Hot AGE: 15 Chili Peppers HOME: Clearwater, FL SPORTS: Dance DREAM JOB: MUSIC: Twenty One Journalist Pilots, AJR, Bryce FREE TIME: Goes to Vine flea markets and SPORTS: Gymnastics looks for new music & Tumbling FAMILY: Upper DREAM JOB: Middle Class family Magazine Editor making $100,000/yr SIBLINGS: Older FREE TIME: sister named Hammocking, social McKenna & younger media, watching The brother named Noah Office PETS: Rocko the FAMILY: Middle Black Lab class family making $75,000/yr SIBLINGS: Older brother named Zack PETS: Pug named Beau & Hedgehog named Maisy
CHLOE
Bluejay for tillys
PERENNIAL WHITE
MINT GREEN
COSMOS PINK
OXFORD BLUE
MARIGOLD YELLOW
POPPY RED
SANTOLINA GREY
CALLA CREAM
FABRICS 100% RAYON
100% VISCOSE
80% POLYAMIDE 20% ELASTANE
Style: #S21001 Pantone: 15-1906 TCX
Style: #S24004 Pantone: 13-0942 TCX
Style: #S23002 Pantone: 14-4807 TCX, 12-1403 TCX
Style: #S26007 Pantone: 3677 C, 2377 C
Style: #S22008 Pattern: 001
100% RAYON
100% POLYESTER
100% POLYESTER
100% RAYON
100% POLYESTER
Style: #S22006 Pattern: 002
Style: #S21005 Pantone: 12-1403 TCX
Style: #S22009 Pattern: 003
Style: #S27003 Pantone: 16-3915 TCX
Style: #S25010 Pantone: 17-4030 TCX
100% COTTON
100% RAYON
SCOPE & SIZE
BLUEJAY FOR TILLYS
SCOPE & SIZE OF PRODUCT CATEGORY
WOMEN’S APPAREL (10 PIECES) 225 US STORES
SIZE RANGE (XS-XL)
PRICE RANGE: $34.99-105.99 PRODUCT CATEGORIES: • TOPS • SHORTS • SKIRTS • DRESSES/JUMPSUITS • JACKETS • SWIM
BLUEJAY IS A BRAND FOR YOUNG WOMEN WHO WANT FASHION FOR AN EVERLASTING SUMMER
Style: #24004 Cost: $30.09 Retail: $85.99 Color: Marigold Yellow
Style: #21001 Cost: $28.69 Retail: $81.99 Color(s): Cosmos Pink
Style: #26007 Cost: $17.14 Retail: $48.99 Color: Oxford Blue
Style: #23002 Cost: $21.69 Retail: $61.99 Color(s): Mint Green, Calla Cream
Style: #27003 Cost: $12.24 Retail: $34.99 Color: Santolina Grey
Style: #21005 Cost: $25.89 Retail: $73.99 Color: Calla Cream
Style: #22008 Cost: $37.09 Retail: $105.99 Color: Pattern 001
Style: #22009 Cost: $15.04 Retail: $42.99 Color: Pattern 003 Style: #22006 Cost: $20.29 Retail: $57.99 Color: Pattern 002
FIRST DELIVERY 2/1
Style: #25010 Cost: $15.04 Retail: $42.99 Color: Oxford Blue
Style: #21001 Cost: $28.69 Retail: $81.99 Color:Perennial White
Style: #22009 Cost: $15.04 Retail: $42.99 Color: Marigold Yellow
Style: #25010 Cost: $15.04 Retail: $42.99 Color: Calla Cream
SECOND DELIVERY 4/1
Style: #23002 Cost: $21.69 Retail: $61.99 Color: Poppy Red, Calla Cream
MANUFACTURER WORLD EASY GARMENTS (HK) LTD. HONG KONG
Supplier, Wholesaler +852 2790 2268
207 US IMPORT SHIPMENTS
http://www.worldeasygarmentsltd.hk.com/
Address: Goodlu Industrial Centre, Goodluck 808 Lai Chi Kok Rd, Cheung Sha Wan, Hong Kong
Top Products: cotton, blue denim, cotton polyester
41 SHIPMENTS TO TILLYS
UNIT ASSORTMENT PLAN
TAGS & HANGTAGS
M
BRANDING & PACKAGING
introduces
introduces
Tillys welcomes our new line Bluejay! Come into our stores the weekend of March 9th to recieve a free Bluejay tote with every Bluejay purchase!
LANDING PAGE
Bluejay
WINDOW DISPLAY
MAGAZINE AD
Tillys Welcome our New Private Label Bluejay 02/18/17
SPRING ‘18
COME CELEBRATE THE LAUNCH OF BLUEJAY THE WEEKEND OF MARCH 9 AND RECIEVE A FREE GIFT WITH EVERY BLUEJAY PURCHASE
Bluejay
EMAIL BLAST
T I L LY S WELCOMES B L U E J AY
Bluejay forTillys - In store event in select stores - Santa Monica and Miami - DJ and drinks and snacks available - Free tote with every Bluejay purchase (weekend long promotion) occurring in all Tilly’s locations - 20% off one item coupon available - $10,000 budget
IN-STORE & ONLINE
20% OFF ONE ITEM
PRODUCT LAUNCH
Bluejay