Leather Purses and Handbags Spring/Summer 2015
2
Table of Contents
Mission Statement………………………………………………………………………………..…………………3 Vision Statement……………………………………………………………………………………….…………...3 Social Responsibility………………………………………………………………………………………..……..3 Customer Profile………………………………………………………………………………………………….….4 Customer Narrative…………………………………………………………………………………………….…..5 Market Research………………………………………………………………………………………………..……6 Group Overview…………………………………………………………………………………………...........7-8 Style Number System………………………………………………………………………………………….9-10 Cost Sheets……………………………………………………………………………………………………….11-20 Line Sheets……………………………………………………………………………………………………...21-22 Brand Identity……………………………………………………………………………………………………...23 Selling Appeal…………………………………………………………………………………………………….…23 Distinctive Qualities………………………………………………………………………………………………23 Retailer………………………………………………………………………………………………………………..23 Geographic Location…………………………………………………………………………………………..…23 Production and Fashion Merchandising Calendar……………………………………………………24 Purchase Order…............………………………………………………………………………………………..25 Sales Projection……………………..…………………………………………………………………….....26-28 Floor Plan…………………………………………………………………………………………………………….29 Marketing Plan………………………………………………………………………………………………..30-31 Execution Team…………………………………………………………………………………………………….31 Marketing Budget………………………………………………………………………………………………….32 Press Kit………………………………………………………………………………………………………….33-37 Bibliography…………………………………………………………………………………………………………38
3
Mission Statement “Elizabeth and James brings together two dynamic personalities into exquisite balance. They perfectly complement one another in a beautiful contradiction.”
Vision Statement ”Elizabeth's uptown sophistication and feminine detail is paired with James' laid back, downtown edge and masculine tailoring. Individually, each would be incomplete. Together, they are striking in perfection. For Elizabeth and James, the magic is in the mix.”
Social Responsibility Elizabeth and James currently are not involved in any kind of consciousness/awareness cause. Since designers Mary-Kate and Ashley Olsen have been involved with Free Arts NYC in the past, I would like for the company Elizabeth and James to work with this program.
4
Customer Profile Segmentation Types/Bases
Illustrative Categories
Geographic Segmentation Region City Size Population Density Climate
Northeast 500,000 + Urban Temperate
Age Gender Household Size Income Occupation Education
23-28 Female Up to 4 $300,000 + Professional Some College to College Graduate
Culture Subculture Religion National Origin Race Social Class Marital Status Psychographics
American
Degree of Knowledge Benefits Sought Attitude
Expert Prestige Positive
Brand Loyalty Store Loyalty Usage Rate User Status Payment Method Media Usage Usage Situation
Divided Loyalty Divided Loyalty Medium Current User Credit Card Magazine Work
Demographic Segmentation
Sociocultural Segmentation Any Any Any Upper Single Achievers
Affective and Cognitive Segmentation
Behavioral Segmentation
5
Customer Narrative Each morning, this young girl wakes up with her clothes pressed and breakfast made by her nanny. After getting dressed and enjoying a breakfast spread with her parents she makes her way to school. When she arrives at the street she is immediately surrounded by the uptown part of the city she lives in. It’s here at the street she is greeted by her family’s regular driver and who takes to her private school in the family town car. While at school she mingles with her close knit group of friends. Although they may not be the most popular girls in school they are certainly would be considered among the elite. She and her gossip about the latest news in school, celebrities, and fashion. She takes classes such as British Literature, Contemporary Fashion, Art II and French. She’s a smart girl, and passes her classes with B’s or higher. She prefers her fashion and art classes over the rest. After school, when she doesn’t have lacrosse practice, she goes out with a friend or two to the local bistro. Here they grab some coffee and baguettes at one of the downtown bistros to discuss weekend plans and begin their homework. Her weekend plans typically consist of strolling through nearby shops, to find the most classic pieces to add to her wardrobe. She loves to shop everywhere, anywhere from Nordstrom to thrift shops. She believes you can find the best pieces anywhere. She and her family enjoy going on holiday whenever they can. They love to travel to different countries and try out new spots. She loves to do whatever activity the day has in store for her. When her family goes on holiday in tropical places she is usually lying on the beach or playing in the ocean. Whereas if her family goes on holiday in a cooler climate she is usually snowboarding down the bunny hills or relaxing in the lodge and watching movies with her family.
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Market Research
Brand o
Category o
13-17, Female, Classic, household income $300,000
Extension o
Handbags/Leather goods
Consumer o
Elizabeth and James
Juniors line of handbags and backpacks
Potential key pieces and fringe pieces o
o
Assorted leather backpacks for juniors
Cross chest
Two straps
Bucket
Leather tote bags for juniors
o
Leather bucket bags for juniors
o
In assorted prints
Leather wallets and wristlets
In assorted prints
In assorted prints
Prices range from $200-$300
7
Group Overview
Style #1A51181
Style #1A53281
Style #1A55181
Style #1A52281
Style#1A54181
Style #1A56181
8
Style # 1A57281
Style #1A57181
Style #1A58281
Style #1A59181
9
Style Number System 1 Year 1 2 3 4
2015 20-20-20—
2 Season A B C D
Spring Summer Fall Winter
3 Class 1 2 3 4 5 4 Sub Classes
Tops Bottoms Outerwear Dresses Accessories 1 Accessory Type 1 2 3 4 5 6 7 8 9
5 Color 1 Multi 2 Black 3 White 4 Red 5 Orange 6 Yellow
Backpack Messenger Bag Wristlette Wallet Tote Duffle Clutch Laptop Carrier Circle Bag
10
7 Green 8 Blue 9 Brown 0 Khaki 6 Fabrication 1 Cotton 2 Nylon 3 Khaki 4 Pique 5 Cotton/Polyester 6 Wool 7 Woven 8 Leather 9 Denim 0 Line 7 Size 1 One Size
Items and Style Numbers Backpack Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Clutch Laptop Carrier Circle Backpack
# 1A51181 #1A52281 #1A53281 #1A54181 #1A55181 #1A56181 #1A57281 #1A57181 #1A58281 #1A59181
One strap (black and animal print) Oversized (black) Wrist strap (black) Top clasp (black and animal print) Two handles (black and animal print) Two handles (black and animal print) No handles (black) Crossbody (black and animal print) Crossbody (black) Two straps (black and animal print)
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Cost Sheets Date: 10/4/2013 Product Description: Backpack with Chest Strap Sizes: One Size Colors: Black, Platinum Animal Print
Style # :
1A51181
Season: Wholesale: Sug. Retail:
Spring/Summer $130.00 $260.00
MATERIAL Rawhide Suede
PRODUCT SKETCH
YARDS 2
Giraffe Platinum
0.5
TOTAL MATERIAL COST TRIMMINGS
QTY
PRICE
AMOUNT $ $9.98 19.96 $ $20.98 10.49 $ 30.45
PRICE
Antique Brass Zipper
3 in
$8.49/36in
18 mm Magnetic Bag Snap
1 set
$1.90/2 set
TOTAL TRIMMING COST LABOR LABOR Cutting Marking Grading Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:
AMOUNT $ 0.71 $ 0.95 $ 1.66 AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00 $ 2.50 $ 0.75 $ 32.75 $ 64.86
Swatches
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Date: 10/4/2013 Product Description: Oversized Messanger Bag Sizes: One Size
Style # :
1A52281
Season:
Colors:
Wholesale:
Spring/Summer $ 160.00 $ 320.00
Black
Sug. Retail:
MATERIAL
YARDS
Rawhide Suede
3
PRICE $9.98
TOTAL MATERIAL COST
TRIMMINGS Antique Brass Zipper Belt Buckle 18 mm Magnetic Bag Snap TOTAL TRIMMING COST
PRODUCT SKETCH
AMOUNT $ 29.94 $ 29.94
QTY
PRICE
AMOUNT
24 in 2
$8.49/36in $5.00/each
$ 5.66 $ 10.00
1 set
$1.90/2 set
$
0.95
$ 16.61 Swatch
LABOR
AMOUNT
LABOR Cutting Marking Grading
$ 10.00 $ 15.00 $ 1.50 $ 3.00
Payroll Taxes & Health Fund Trading
$ $
TOTAL LABOR COST
$ 32.75
TOTAL COST OF PRODUCT:
$ 79.30
2.50 0.75
13 Date: 10/4/2013 Product Description: Wristlette Sizes: One Size Black with Ivory Colors: lining
Style # :
1A53281
Season:
Spring/Summer $ 108.00 $ 216.00
Wholesale: Sug. Retail:
MATERIAL
YARDS
Rawhide Suede
0.2
Lining Dull Polyester Ivory Satin
0.2
TOTAL MATERIAL COST
TRIMMINGS Antique Brass Zipper Antique Purse frame w/ kiss lock TOTAL TRIMMING COST
LABOR LABOR Cutting Marking Grading
Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:
QTY
PRICE
AMOUNT $ $9.98 2.00
PRODUCT SKETCH
$ $8.98 1.80 $ 3.79
PRICE
AMOUNT $ $8.49/36in 0.71
3 in
Swatches 1
$ $5.99 5.99 $ 6.70
AMOUNT $ 8.00 $ 10.00 $ 1.00 $ 2.00 $ 2.50 $ 0.75 $ 24.25 $ 34.74
14 Date:
10/4/2013
Style # :
1A54181
Season:
Spring/Summer $ 76.00 $ 152.00
Wallet with Top Clasp
Product Description: Sizes: One Size Blac, Platinum Animal print, Ivory Colors: lining
Wholesale: Sug. Retail:
MATERIAL
YARDS
Rawhide Suede
0.2
Giraffe Platinum
0.2
PRICE
AMOUNT $ $9.98 2.00 $ $20.98 4.20
PRODUCT SKETCH
Lining Dull Polyester Ivory Satin
0.2
TOTAL MATERIAL COST
TRIMMINGS Antique Purse frame w/ kiss lock Antique Brass Zipper TOTAL TRIMMING COST
LABOR LABOR Cutting Marking Grading
Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:
QTY
$ $8.98 1.80 $ 7.99
PRICE
AMOUNT Swatches
$ 1 $5.99 5.99 $ 3 in $8.49/36in 0.71 $ 6.70
AMOUNT $ 8.00 $ 10.00 $ 1.00 $ 2.00 $ 2.50 $ 0.75 $ 24.25 $ 38.94
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Date:
10/4/2013
Product Description: Sizes: One Size Colors:
Style # :
1A55181
Season:
Spring/Summer $ 176.00 $ 352.00
Tote Bag
Black, Platinum Animal Print
Wholesale: Sug. Retail:
MATERIAL Rawhide Suede Giraffe Platinum TOTAL MATERIAL COST
TRIMMINGS Antique Brass Zipper Belt Buckle TOTAL TRIMMING COST
LABOR LABOR Cutting Marking Grading
YARDS
PRICE
AMOUNT
2
$9.98
$ 19.96
0.5
$20.98
$ 10.49 $ 30.45
QTY 24in 4
PRICE $8.49/36in $5.00/each
AMOUNT $ 5.66 $ 20.00 $ 25.66
AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00
Trading TOTAL LABOR COST
$ 2.50 $ 0.75 $ 32.75
TOTAL COST OF PRODUCT:
$ 88.86
Payroll Taxes & Health Fund
PRODUCT SKETCH
Swatches
16 Date: 10/4/2013 Product Description: Small Duffle Bag Sizes: One Size
Style # :
1A56181
Season:
Colors:
Wholesale:
Spring/Summer $ 148.00 $ 296.00
Black, Platinum Animal Print
Sug. Retail:
MATERIAL
YARDS
Rawhide Suede Giraffe Platinum TOTAL MATERIAL COST
2 0.5
TRIMMINGS
QTY
Antique Brass Zipper
24 in
Belt Buckle 18 mm Magnetic Bag Snap TOTAL TRIMMING COST
1
LABOR LABOR Cutting Marking Grading
1 set
PRICE $9.98 $20.98
AMOUNT $ 19.96 $ 10.49 $ 30.45
PRICE
AMOUNT $ $8.49/36in 5.66 $ $5.00/each 5.00 $1.90/2 $ set 0.95 $ 44.36
AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00
Trading TOTAL LABOR COST
$ 2.50 $ 0.75 $ 32.75
TOTAL COST OF PRODUCT:
$ 74.81
Payroll Taxes & Health Fund
PRODUCT SKETCH
Swatches
17 Date: 10/4/2013 Product Description: Clutch Sizes: One Size Black and Ivory Colors: lining
Style # :
1A57281
Season:
Spring/Summer $ 72.00 $ 144.00
Wholesale: Sug. Retail:
MATERIAL
YARDS
Rawhide Suede
0.5
PRICE
AMOUNT $ $9.98 4.99
PRODUCT SKETCH
Lining Dull Polyester Ivory Satin
0.5
TOTAL MATERIAL COST
TRIMMINGS
Antique Brass Zipper 18 mm Magnetic Bag Snap TOTAL TRIMMING COST
LABOR LABOR Cutting Marking Grading
Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:
QTY
3 in 1 set
$ $8.98 4.49 $ 9.48
PRICE
$8.49/36in $1.90/2 set
AMOUNT $ 0.71 $ 0.95 $ 1.66
AMOUNT $ 8.00 $ 10.00 $ 1.00 $ 2.00 $ 2.50 $ 0.75 $ 24.25 $ 35.39
Swatches
18
Date: 10/4/2013 Product Description: Crossbody Clutch w/ Cellphone Case Sizes: One Size
Style # :
1A57181
Season:
Colors:
Wholesale:
Spring/Summer $ 102.00 $ 204.00
Black, Platinimun Animal Print, and Ivory lining
Sug. Retail:
MATERIAL Rawhide Suede Giraffe Platinum Lining Dull Polyester Ivory Satin 6 Gauge Clear Vlinyl TOTAL MATERIAL COST TRIMMINGS Antique Purse frame w/ kiss lock Antique Purse Chain
YARDS
PRICE
AMOUNT
0.2 0.2
$9.98 $20.98
$ $
2.00 4.20
0.2 0.1
$8.98 $2.48
$ $ $
1.80 0.25 8.24
QTY
PRICE
1 42 in
$5.99 $12.00/42 in
PRODUCT SKETCH
AMOUNT
$
5.99
$ 12.00
TOTAL TRIMMING COST
$ 17.99
LABOR LABOR Cutting Marking Grading
AMOUNT $ 8.00 $ 10.00 $ 1.50 $ 3.00
Payroll Taxes & Health Fund Trading TOTAL LABOR COST TOTAL COST OF PRODUCT:
$ 2.50 $ 0.75 $ 25.75 $ 51.98
Swatches
19 Date:
10/4/2013
Product Description: Sizes: One Size Colors:
Style # :
1A58281
Season:
Spring/Summer $ 132.00 $ 264.00
Crossbody Laptop Bag
Black
Wholesale: Sug. Retail:
MATERIAL Rawhide Suede TOTAL MATERIAL COST
TRIMMINGS Antique Brass Zipper Metal Trim 18 mm Magnetic Bag Snap Belt Buckle TOTAL TRIMMING COST
LABOR LABOR Cutting Marking Grading
Payroll Taxes & Health Fund Trading
YARDS 2.5
QTY 6 in
PRICE AMOUNT $9.98 $ 24.95 $ 24.95
PRICE $8.49/36in
PRODUCT SKETCH
AMOUNT $ 1.42
$1.90/2 set
$ 1 set 0.95 $ 1 $5.00/each 5.00 $ 7.37
AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00 $ 2.50 $ 0.75
TOTAL LABOR COST
32.75
TOTAL COST OF PRODUCT:
65.07
Swatches
20
Date:
10/4/2013
Product Description: Sizes: One Size Colors:
Style # :
1A59181
Season:
Spring/Summer $ 154.00 $ 308.00
2 Strap Circle Backpack
Black and Platinum Animal Print
Wholesale: Sug. Retail:
MATERIAL Rawhide Suede Giraffe Platinum TOTAL MATERIAL COST TRIMMINGS Antique Brass Zipper 18 mm Magnetic Bag Snap TOTAL TRIMMING COST LABOR LABOR Cutting Marking Grading
YARDS 2.5 0.5
QTY
PRICE $9.98 $20.98
AMOUNT $ 24.95 $ 10.49 $ 35.44
PRICE
24 in
AMOUNT $ $8.49/36in 5.66
1 set
$1.90/2 set
$ 0.95 $ 6.61 AMOUNT $ 10.00 $ 15.00 $ 1.50 $ 3.00
Trading TOTAL LABOR COST
$ 2.50 $ 0.75 $ 32.75
TOTAL COST OF PRODUCT:
$ 74.80
Payroll Taxes & Health Fund
PRODUCT SKETCH
Swatches
21
Line Sheets Elizabeth and James Juniors Leather Accessories Spring/Summer 2015 Delivery: 2/28 Colors: Black and Platinum Giraffe print
Chest Strap Backpack
Oversized Messenger Bag
Style #1A51181
Style #1A52281
$130/260
$160/$320
Wristlette
Wallet
Style #1A53281
Style#1A54181
$108/$216
$76/$152
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Tote
Duffle Bag
Style #1A55181
Style #1A56181
$176/$352
$148/$296
Clutch
Crossbody Clutch with Cell Phone Case
Style # 1A57281 $72/$144
Style #1A57181 $102/$204
Crossbody Laptop Bag
Circle Backpack
Style #1A58281
Style #1A59181
$132/$264
$154/$308
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Brand Identity Beautiful, Feminine, and Laidback
Selling Appeal Elizabeth and James will make you stop in your tracks by the feminine mix of modern and simplistic beauty alone. Once you’ve tried on an Elizabeth and James bag you’ll never want to take it off. Each bag is made with care in order to ensure a long lasting bag that can be used over and over again.
Simplistic Modern Made for longevity
Distinctive Qualities Each Elizabeth and James bag you’ll find that there is a perfect fit for each woman’s individual silhouette. The silhouettes of the bags are individually unique as well. The fabric of each bag is striking and sophisticated.
Perfect fit Silhouettes for everyone Striking and sophisticated fabrics
Retailer Neiman Marcus
Geographic Locations
Dallas, TX, Flagship location Chicago, IL, Michigan Ave location New York, NY, Midtown location
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Production and Fashion Merchandising Planning Calendar Season/Year: 2015 In-Store Delivery: Feb. 2015
Month
Step 1
Step 2
Step 3
Step 4
March Research marketing and packaging
April
May
June
July
Aug.
Sept.
Oct.
Nov.
Dec.
Jan.
Feb.
Begin to design and sketch Swatch and begin to make samples Early production, retail orders placed Major producti on begins
Step 6
Step 7
Step 8
Step 9
Step 10 Step 11
Step 12
Major production continues Major production‌ in store promotions Shipping period, in store promo. Shipping period, in store promo. Shipping period, records period Store set up Track retail sales, plan for next season
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Purchase Order Ven#
Vendor Name
1001 Dept
Elizabeth and James Season
Beg. Ship Feb. 2015 Buyer Neiman Marcus
Accessories
Spring
New Order __x___
Confirmation __x___
Shipped:
Ordinary__x___
Colo r
One Size
Multi
30
1A52281
Black
30
30
1A53281
Wristlette
Black
50
30
1A54181
Wallet
Multi
50
50
1A55181
Tote Bag
Multi
40
50
1A56181
Duffle
Multi
30
40
1A57281
Black
40
30
Multi
50
50
1A58281
Clutch Cellphone Crossbody Clutch Crossbody Laptop Bag
Black
40
50
1A59181
Circular Backpack
Multi
30
40
1A51181
1A57181
Mar. 2015
Terms
Label
3/10,n/60 FOB factory
Elizabeth and James
PO#
Retailer
Date 10/26/2013
2135486
Neiman Marcus
Special______
Description Chest Strap Backpack Oversized Messanger Bag
Style #
Complete
TTL Units
30 1258
Wholsale $130.00 $ 160.00 $ 108.00 $ 76.00 $ 176.00 $ 148.00 $ 72.00 $ 102.00 $ 132.00 $ 154.00
Retail
TWS $ $260.00 3,900.00 $ $ 320.00 4,800.00 $ $ 216.00 5,400.00 $ $ 152.00 3,800.00 $ $ 352.00 7,040.00 $ $ 296.00 4,440.00 $ $ 144.00 3,600.00 $ $ 204.00 5,100.00 $ $ 264.00 5,280.00 $ $ 308.00 4,620.00 $ 95,960.00
TR $ 7,800.00 $ 9,600.00 $ 10,800.00 $ 7,600.00 $ 14,080.00 $ 8,880.00 $ 7,200.00 $ 10,200.00 $ 10,560.00 $ 9,240.00 $ 95,960.00
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Sales Projection Introduction - 4 wks
input #
# input
Product
Units
Sold
auto On Hand
Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total
30
9
21
30 50 50 40 30 40 270
9 15 15 12 9 12 81
21 35 35 28 21 28 189
Maintenance - 4 wks Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total
auto Unit s
inpu t Sold
auto On Hand
21
10
11
21 35 35 28 21 28 189
10 17 17 16 10 16 96
11 18 18 12 11 12 93
input #
# input
Product Cell Phone Crossbody Clutch
Units
Sold
auto On Hand
50
15
35
Crossbody Laptop Bag Circular Backpack
40 30
12 9
28 21
Total
120
36
84
Introduction - 4 wks
Maintenance - 4 wks
inpu t Sold
auto On Hand
35
17
18
Crossbody Laptop Bag Circular Backpack
28 21
16 10
12 11
Total
84
43
41
Product Cell Phone Crossbody Clutch
auto Unit s
27
Clearance - 2wks Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total
Clearance - 2wks Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total
auto Unit s
inpu t Sold
auto On Hand
11
4
7
11 18 18 12 11 12 93
4 6 6 4 4 4 32
7 12 12 8 7 8 61
auto Unit s
inpu t Sold
auto On Hand
7
3
4
7 12 12 8 7 8 61
3 6 6 4 3 4 29
4 6 6 4 4 4 32
Clearance - 2wks
Sold
auto On Hand
18
6
12
Crossbody Laptop Bag Circular Backpack
12 11
4 4
8 7
Total
41
14
27
Product Cell Phone Crossbody Clutch
Clearance - 2wks
auto Unit s
inpu t
inpu t Sold
auto On Hand
12
6
6
Crossbody Laptop Bag Circular Backpack
8 7
4 3
4 4
Total
27
13
14
Product Cell Phone Crossbody Clutch
auto Unit s
28
Replenishment Product Chest Strap Backpack Oversized Messanger Bag Wristlette Wallet Tote Bag Duffle Bag Clutch Total
auto Unit s
inpu t Sold
auto On Hand
15
5
20
15 24 24 18 15 24 135
5 8 8 6 5 6 43
20 32 32 24 20 30 178
Replenishment
Sold
auto On Hand
24
8
32
Crossbody Laptop Bag Circular Backpack
18 15
6 5
2 20
Total
57
19
54
Product Cell Phone Crossbody Clutch
auto Unit s
inpu t
29
Floor Plans
Register
Clearance
Launch
Shop Entrance
30
Marketing Plan Introduction Phase Objective – Present customers with new fashion trends. Strategy – Promote unique assortment mix to exclusively to Neiman Marcus customers. Tactic – For the introduction of these new products, there will be a launch party at the Neiman Marcus. Event will be open to the public but will have some special invitations sent out to board members of Elizabeth and James social responsibility partner. To reach out to the general public, direct to consumer mailers will be used via email and post. Event will contain a DJ as live musical entertainment. At the event appetizers will be served to patrons along with drinks. Waiters will hired on to walk around and serve at the event. Finally, gift bags will be given to those who attend. Gifts are still to be determined. In order to present customers with the new fashion trends a small fashion show will be put on at the event showcasing the Elizabeth and James products. Models for fashion show will be Neiman Marcus associates. Money can be donated to Elizabeth and James social responsibility partner at the event. Control Method – In order to ensure sales for this event, the first 50 customers to RSVP to invitations will receive 15% off of their Elizabeth and James purchase as incentive. Drinks and appetizers will be served to all who shop the Elizabeth and James section.
Maintenance Phase Objective – To increase sales. Strategy – Emphasize long standing quality Tactic – Direct to consumer emails will be sent out during this time. Information will include link to see products and information on products. Specific highlights will include emphasizing the long standing quality products have. Neiman Marcus will be made aware of mailer and information on it. Their associates/specialists will also tell consumers as they come into the section where these products are about the long lasting quality and other information in order to boost sales. Control Method – Customers who carry a Neiman Marcus credit card and are considered “Preferred Neiman Marcus Customers” will receive a mailer containing 15% off Elizabeth and James purchase. Other customers who are considered “Preferred Neiman Marcus Customers”
31
but do are not credit card holders will receive a mailer containing 10% off their Elizabeth and James purchase.
Clearance Phase Objective – To continue steady flow of sales. Strategy – Show off competitive prices Tactic – A final direct to consumer email will be sent out to Neiman Marcus and Elizabeth and James customers. This email will include information about products going on sale. This will show off Elizabeth and James competitive price comparison to other brands sold by Neiman Marcus. This information will also be relayed to Neiman Marcus employees. Associates/specialists will then make customers aware of competitive prices and emphasize again the long standing quality Elizabeth and James has to offer. Control Method –Customers who carry a Neiman Marcus credit card and are considered “Preferred Neiman Marcus Customers” will receive a mailer containing 20% off Elizabeth and James purchase. Other customers who are considered “Preferred Neiman Marcus Customers” but do are not credit card holders will receive a mailer containing 15% off their Elizabeth and James purchase.
Execution Team Phase
Strategy
Tactics
Person Responsible
Intro
Promote unique assortment mix to exclusively to Neiman Marcus customers
Launch event at select stores, Invitations to customers
Marketing Manager, Product Development $600Manager $1000
Feb. 15
Direct to customer emails and mailers
Marketing Manager, Product Development $300Manager $500
Mar. 8
Direct to customer emails and mailers
Marketing Manager, Product Development $300Manager $500
Mar. 29
Emphasize long Maintance standing quality
Clearance
Show off competitive prices
$ Budget
Completion Date
32
Marketing Budget Style #
Description
1A51181
Chest Strap Backpack
1A52281
Oversized Messanger Bag
1A53281
Wristlette
1A54181
Wallet
1A55181
Tote Bag
1A56181
Duffle
1A57281
Clutch
1A57181
Cellphone Crossbody Clutch
1A58281
Crossbody Laptop Bag
1A59181
Circular Backpack
Total
Wholesale $ 3,900.00 $ 4,800.00 $ 5,400.00 $ 3,800.00 $ 7,040.00 $ 4,440.00 $ 3,600.00 $ 5,100.00 $ 5,280.00 $ 4,620.00
$47,980.00
Stores x Wholesale = 3 x 47,980
$ 143,940.00
(3 x 47,980) Percentage for Marketing, 10%
$ (143,940 x 10%) 14,394.00 Sales to Budget Allocation Phase one, 30% $ (14,394 / 30%) 47,980.00 Phase 2, 50% $ (14,394 / 50%) 28,788.00 Phase 3, 20% $ (14,394 / 20%) 71,970.00
33
Press Kit Press Release Purpose: I am writing to inform both Elizabeth and James and Neiman Marcus customers about the new extension to Elizabeth and James purses and handbags.
Audience: The audience for this product is for girls, ages 13-17, whose parents or guardians have a household income of $300,000, and have a classic look. Event will be featured in Neiman Marcus’s in store catalog as well as their website. Those are subscribed to Neiman Marcus newsletters will also receive a press release about the event.
Who is going to read this? Both the audience intended as well as their parents or guardians who enjoy reading magazines, people who follow and enjoy Elizabeth and James as well as Neiman Marcus. Those who visit the Neiman Marcus website and are subscribed to their newsletters will read this about the event.
What is my relationship to the reader? I have no immediate relation to the reader, aside from providing information to get people to come and support the event.
Format: The best way to send out information is via press release.
Results: 1. For readers to know what and who the event is for. 2. For readers to know where the event is taking place and attend it. 3. For readers to bring their own guests.
What actions do I want to result from this communication? I want people to attend the event and support the exclusive extension to the Elizabeth and James offered at Neiman Marcus. I also want those attending to have a fun, amazing experience they will always remember
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Contact Information: Elizabeth and James 1384 Broadway New York, NY 10018 646.358.3888 ElizabethandJames.us
FOR IMMEDIATE RELEASE: Saturday, February 7, 2015
“Neiman Marcus Presents: New and Exclusive Elizabeth and James Purses and Handbags” New York, NY, February 8, 2015 – Elizabeth and James will be launching a new line of hand bags and purses for teens exclusively at three Neiman Marcus locations; New York Midtown location, Chicago, Michigan Ave. location, and at the Dallas flagship store. Come and join in on an evening of runway fun with your friends and get a first look at the brand new line of hand bags and purses by Elizabeth and James. Each item has its own personality for every classic girl! The party starts at 4:00 pm on February 15, 2015 and will include appetizers, non-alcoholic drinks, and a runway show to introduce everyone to the new line! For additional information, contact us at ElizabethandJames.us or visit NeimanMarcus.com.
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Press Kit Designer Biography Ashley and Mary-Kate Olsen are the visionaries, creators, and founders of Elizabeth and James. The twins were born on June 13, 1986 and got their start as actors on the television series Full House in 1987 at 9 months old and were on the show until its end in 1995. During this time through the early 2000’s the twins also made movies such as Double, Double, Toil and Trouble and How the West Was Fun. Later in the fall of 2004 both Mary-Kate and Ashley Olsen enrolled at New York University. While attending school they continued to work on their fashion lines including The Row. Today the two are retired from acting and continue to place their focus on their fashion careers.
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Press Kit Press
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Press Kit Press
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Bibliography
http://www.elizabethandjames.us/
http://www.imdb.com/name/nm0001581/?ref_=nv_sr_2
http://www.wwd.com.emils.lib.colum.edu/runway/spring-ready-to-wear2014/review/elizabeth-and-james?src=search_links
http://www.style.com/fashionshows/review/2014RST-ELIZJAMES