6 MONTH BUYING PLAN S I M U L AT I O N
REESE TIMBERLAKE FA S M 2 4 5 P R O F E S S O R A L E S S A N D R O C A N ATA
TA B L E O F C O N T E N T S 03 -- MISSION 04 - 05 PHILOSOPHY 06 - 07 HISTORY 08 - 09 SCOPE & SIZE 10 - 11 STRENGTHS 12 - 13 PRODUCTS 14 - 15 DESIGNER PANTS 16 - 17 MERCHANDISING STRATEGY 18 - 19 TARGET MARKET
2
20 - 21 CUSTOMER PROFILE 22- 29 COMPETITIVE ANALYSIS 30 - 31 PERCEPTUAL MAP 32 - 33 TREND REPORT 34 - 37 MASTER PLAN 38 - 39 ASSORTMENT PLAN 40 - 45 STORE A, B, & C 46 - 48 JUSTIFICATIONS 49 - 75 APPENDIX 76 -- SOURCES
INTERMIX / in-ter-mix'/ vb.: to be or become mixed together; to blend, or associate intimately.
MISSION INTERMIX is committed to inspiring customer's personal style and delivering an unparalleled shopping experience, both in store and online through a curated mix of on-trend and irresistible pieces from the most coveted designers and industry's best brands. (Intermixonline.com)
3
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
PHILOSOPHY
4
...It’s all in the Styling INTERMIX offers the most sought-after styles from an edited selection of coveted designers. Renowned for the philosophy of mixing-on trend pieces in unexpected ways, INTERMIX delivers a unique point of view and an individualized approach to shopping and personal style. (Intermixonline.com)
5
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
HISTORY
6
Khajak Keledjian and brother Haro escaped war-destroyed Beirut for New York City in the 1980's. Before long the two brothers learned they had a knack for retail and in 1993 they opened INTERMIX. It was a rocky start keeping up with inventory requests, pipe-burts, and of course the suffering New York was caused by September 11th. However, the Keledjian brothers pulled through and in 2007 they sold a minority stake to an equity firm that allowed them to grow from 17 store locations to 35 plus locations today. Khajak Keledjian wanted to focus on taking the company to the next level and expanding internationally, and knew they would not only need financing but a strategic partner. In December 2012 INTERMIX hired GAP as their strategic partner. Today INTERMIX is located in the United States and Canada, with hopes of further international expansion in the near future. INTERMIX was created to bring young designers and established European brands under one shop. The innovative and trendy merchandise paired with the excellent customer service has made INTERMIX a successful and well respected company. (Lapowsky) 7
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
SCOPE & SIZE
8
INTERMIX hosts 35 + stores in the United States and Canada including 12 states in the United States, and a boutique in Ontario, Canada. Through the help of GAP as a strategic partner, INTERMIX hopes to expand the company further internationally.
USA:
CANADA:
CALIFORNIA CONNTECTICUT FLORIDA GEORGIA ILLINOIS MASSACHUSETTS MICHIGAN NEW YORK PENNSYLVANIA TEXAS VIRGINIA WASHINGTON D.C
ONTARIO
(Intermixonline.com)
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
9
STRENGTHS
10
-New and Upcoming Designers -Innovative Merchandise -Clean & Simple Store Layout -Excellent Customer Service -Personal Stylist's -Strong Online Presence
11
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
PRODUCTS
12
INTERMIX sells an assortment of women's wear products from 220+ desired designers. The wide range of merchandise INTERMIX offers makes it a one stop shop for the highly fashionable and savvy consumer.
PRODUCTS DRESSES, TOPS, BOTTOMS, JACKETS & OUTERWEAR, SWIM, BAGS, SHOES ACCESSORIES
(Intermixonline.com)
13
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
D E S I G N E R PA N T S
14
$200 & Less
ATM EQUIPMENT EXCLUSIVE FOR INTERMIX J.BRAND JOIE L'AGENCE
$200 - $500 3X1 10 CROSBY DEREK LAM A.L.C BARBARA BUI CARVEN EXCLUSIVE FOR INTERMIX FAITH CONNEXION FRAME DENIM HELMUT LANG IRO JENNI KAYNE JOIE
FRAME DENIM NATION LTD. NORMA KAMALI NSF ONDADEMAR PAM + GELA RAG & BONE
$500 + JONATHAN SIMKHAI JOSEPH LES CHIFFONIERS M MISSONI NICHOLAS OHNE PARKER RAG & BONE ROBERT RODRIGUEZ THEORY THAKOON VERONICA BEARD VINCE
HELMUT LANG J.BRAND
MM6 BY MAISON MARTIN MARGIELA
MARISSA WEBB NEIL BARRETT RAG & BONE YIGAL AZROUEL
(Intermixonline.com)
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
15
MERCHANDISING S T R AT E G Y
16
INTERMIX uses a
strategy.
competitive
or at-the-market
pricing
By pricing merchandise at around the same price point as other competitor's, INTERMIX customer's are able to shop around to find the best price point at the best quality. It is especially important for INTERMIX to use a competitive pricing strategy because they carry
nationally distributed brands that customer's can readily compare. INTERMIX offers sales depending on the season and merchandise to entice customer's to purchase at their store, rather than at their competitors. INTERMIX carries a
broad breadth,
with a
shallow depth.
INTERMIX carries an assortment of over 220 designers giving the store a very broad breadth, however the depth of those designers depends on the product
category. The pants INTERMIX offers carry a large number of designers, but few items per designer. INTERMIX uses a merchandising strategy that allows customer's to shop
many designers
at one shop. (Intermixonline.com)
17
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
TA R G E T M A R K E T
18
INTERMIX targets consumers on average range from 25-44 years old. According to the Nielsen PRIZM survey INTERMIX consumers can be
Urban Uptown
categorized under the Young Digerati category with an Social Group and a
Young Achievers
The Young Digerati are
tech-savvy
neighborhoods on the urban fringe.
ethnically mixed,
Lifestage Group.
fashionable Affluent, highly educated, and and live in
Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew. The median household income of the Young Digerati is education levels of diverse.
graduate degrees
$88,217,
they have
and above, and are ethnically
According to the VALS Survey INTERMIX consumers are
experiencers.
variety and entertainment, savoring the new, offbeat, and the risky. They are avid consumers who spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Experiencers seek
the
(Market Segmentation. Prizm from Claritas.) 19
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
CUSTOMER PROFILE
20
Melanie Maria is originally from Miami, Florida and now lives on the Upper East Side of New York City. She went to undergraduate school at the Labratory Institute of Merchandising in New York City for fashion marketing. She currently works in New York City as the PR director of luxury fashion house - Celine. Melanie is constantly on social media, blogs, and browsing through magazines to gain insight into the industry and how to better communicate and advertise for Celine. In her free time Melanie likes to run in Central Park, see new and upcoming bands, spend time with her friends at trendy coffee shops and restaurants, and play with her french bulldog Isabella. From work to play Melanie is completely wrapped up in the fashion industry and chooses to shop and browse at Intermix for her personal style. Age: 25 Status: Single Income: $90,000 Education: Bachelor's Degree from LIM Occupation: PR Director Buying Behavior: In store/ Impulse Favorite Designers: Alexander Wang, Isabel Marant, Vanessa Bruno 21
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
COMPETITIVE A N A LY S I S
22
SCOOP NYC BARNEYS NEW YORK BERGDORF GOODMAN
23
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Scoop NYC's iconic fashion boutiques offer a highly edited selection of the season's best styles for women and men. The signature store design, dubbed "The Ultimate Closet," offers a one-stop shopping experience of expertly curated styles: luxury, designer and contemporary ready-to-wear is merchandised together in a sleek shopping environment alongside the season's most coveted shoes and accessories.
24
MERCHANDISING STRATEGY Scoop NYC uses a competitive pricing strategy. In order to drive in sales, Scoop NYC offers discounts based on what is and is not selling, season, and what competitors are pricing their merchandise at. Scoop NYC offers a wide variety of designers with a shallow depth in each brand.
TARGET MARKET Like INTERMIX Scoop NYC's target market is centered around young and wealthy consumers. According to the VALS Survey, Scoop NYC consumers are EXPERIENCERS. Motivated by self-expression, experiencers are impulsive consumers who quickly become enthusiastic about new possibilities. An experiencer's favorite things are: social media following, being entertained, being established, and the ability to purchase.
SCOPE & SIZE Scoop NYC has grown to 19 boutiques nationwide. Scoop NYC has stores in: CALIFORNIA, CONNECTICUT, FLORIDA, ILLINOIS, MASSACHUSETTS, NEVADA, NEW YORK, & TEXAS.
PRODUCTS & DESIGNERS Scoop NYC offers a wide variety of products & designers for men and women. Focusing only on the women's pant category, Scoop and INTERMIX share similar designers such as: RAG & BONE, M MISSONI, IRO, & HELMET LANG. A large difference between the two competitors are that Scoop NYC offers less of a variety of designers at a higher price point. This could be because Scoop NYC targets a younger demographic than INTERMIX.
(ScoopNyc.com) 25
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Taste, Luxury, Fashion
Barney's New York is a mecca for discerning and clothing connoisseurs since 1923. A Manhattan institution, Barney's is known as an emporium of style and gorgeous style, and also as a celebrity hangout!
26
MERCHANDISING STRATEGY Barney's New York offers a competitive pricing strategy, as well as prestige pricing in some categories. Because Barney's New York offers a wide breadth and a wide depth in designer brands, some of the brands are much higher end, and therefore stay at a higher price all year round, while others go on sale in comparison to competitor's prices.
TARGET MARKET Barneys New York reaches a broad range of consumers on average aging from
25-40
years old.
They are generally on the wealthy side, making on average $90,000 a year. The Barney's Consumer can be categorized under the VALS survey as a thinker. Thinkers are motivated by ideals. They are mature, satisfied, and reflective people who value order, knowledge, and responsibility. Some of a thinker's favorite things are: proven products and being a smart shopper.
SCOPE & SIZE Barney's New York is a large company with locations specified by flagship, co-op, outlets, and restaurants. With of
37
8
flagships,
10
co-ops,
3
outlets, and
5
restaurants, Barneys New York hosts a total
stores around the United States.
PRODUCTS & DESIGNERS Barney's New York offers a much wider selection of products than INTERMIX. Not only does Barney's cater to men and women, but there is also a wide selection for children, the home, and beauty. The women's pant category features designers at a moderatly high price range. Fendi, The Row, Balenciaga, and Alexander Wang, are only a few of designer names one might expect to find at Barney's New York.
(Barneys New York)
27
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
There's only one Bergdorf Goodman
A New York landmark since 1901, Bergdorf Goodman represents the pinacle of style, service, and modern luxury. Located at the corner of 5th Avenue and 58th street, it is the leading fashion authority and a singular destination for the most discerning customers from around the world.
28
MERCHANDISING STRATEGY Bergdorf Goodman utilizes a prestige pricing strategy. The merchandise is priced at a higher price point because putting it at a lower price point, or on sale, would hurt rather than help the company's sales. The prestige pricing strategy rarely prices merchandise on sale. Bergdorf Goodman has a wide breadth and a wide depth of products and designers.
TARGET MARKET Bergdorf Goodman caters to the consumer who can afford the high-end luxury styles the store has to offer. According to the VALS Survey Bergdorf Goodman consumers are achievers. With many wants and needs, achievers are active in the consumer market place. Image is important and they favor established, prestige products that demonstrate success to their peers. An achiever's favorite things are: recognition and awards, peer-group acceptance, material possessions, and rules following that leads to success.
SCOPE & SIZE What makes Bergdorf Goodman stand out from the others is that there's only one. Consumer's travel from near and far to shop at the famous Bergdorf Goodman.
PRODUCTS & DESIGNERS Bergdorf Goodman offers a wide variety of products in mens and womens wear and beauty, in addition to othering services such as 2 restaurants, personal shopping, and a bridal salon. Bergdorf Goodman also offers a wide selection of designers featuring: Alexander McQueen, Brunello Cucinelli, GIvenchy, Michael Kors, and The Row. (BergdorfGoodman.com)
29
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
PERCEPTUAL MAP
30
$$$ PRICE
CLASSIC
TRENDY
$ PRICE FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
31
TREND REPORT
32
BLENDING IN Rather than trying to stand out from the crowd, the trend seems to be to
blend in. Boyish separates, sporty accessories, slouchy silhouettes, and neutral basics have all shown up in the fall 2014 trends. "Casual Friday," has become an everyday of the week happening with
comfortability
being the key to a successful outfit.
33
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
MASTER PLAN
34
For INTERMIX'S six month buying plan I focused on the pants category. The "Blending In" trend is all about comfortability and wearability. INTERMIX offers pants with a wide range of style's. The neutral colors and different structure of the pants make it a great product category for this trend. The following figures were configured based on season, availability, and planned sales of previous years. (Reference p. 74)
Planned Total Sales for period Product Percentage Total Product Sales Reduction % Planned Reductions Initial Markup %
$65,000,000.00 15% $9,750,000.00 16.67% $1,625,325.00 47.60% 35
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Month Sales Distribution Stock-Sales Ratio Reductions Distribution
Month Planned Monthly Sales Planned Monthly BOM Planned Monthly EOM Planned Monthly Reductions Planned Purchases at Retail Planned Purchases at Cost 36
July 10% 2.5 30%
July $975,000 $2,437,500.00 $2,535,000.00 $162,532.50 $1,235,032.50 $647,157.03
August 10% 2.6 30%
August $975,000 $2,535,000.00 $3,948,750.00 $243,798.75 $2,632,548.75 $1,379,455.55
September 15% 2.7 10%
September $1,462,500 $3,948,750.00 $4,095,000.00 $406,331.25 $2,015,081.25 $1,055,902.58
October 15% 2.8 25%
October $1,462,500 $4,095,000.00 $7,556,250.00 $406,331.25 $5,330,081.25 $2,792,962.58
November 25% 3.1 15%
November $2,437,500 $7,556,250.00 $7,068,750.00 $243,798.75 $2,193,798.75 $1,149,550.55
December 25% 2.9 10%
December $2,437,500 $7,068,750.00 $5,040,750.00 $162,532.50 $572,032.50 $299,745.03
Total Net Sales $9,750,000 $4,606,875.00 Avg. Inventory inventory Turnover 2.12 $1,625,325.00 $13,978,575.00 $7,324,773.30
37
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
ASSORTMENT PLAN
S ee 38
appendi x for further information
Planned Purchases, Retail $13,978,575.00 Classification
Leggings Loungewear/Track Pant Shorts Trousers Jeans Dressy
% Total
5.00% 12.50% 28.33% 10.00% 37.50% 6.67%
Purchases
$698,928.75 $1,747,321.88 $3,960,596.25 $1,397,857.50 $5,241,965.63 $931,905.00 (Reference Page 75)
39
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
ATLANTA, GA
40
The Atlanta, GA INTERMIX is located in the
Phipps Plaza Shopping Center. area is 41.5, with the median
median age of consumers in the income at $79,500 a year. Because INTERMIX is located in consumers near and far travel to shop at the luxury boutique. The
a mall,
Based on this research and sales statistics from referenceusa.com, the following sales figures, reductions, and planned purchases can be calculated below. (Market Segmentation. Prizm from Claritas.) (ReferenceUsa) Planned Total Sales For Period Product Percentage Total Product Sales Reduction % Planned Reductions Initial Markup %
$1,197,000.00 15% $179,550.00 16.67% $29,925.00 47.60%
Month Sales Distribution Stock-Sales Ratio Reductions Distribution
July 5% 2.2 5% July $8,978 $19,750.50 $43,092.00 $1,496.25 $33,815.25 $17,719.19
Planned Monthly Sales Planned Monthly BOM Planned Monthly EOM Planned Monthly Reductions Planned Purchases at Retail Planned Purchases at Cost
August 10% 2.4 15% August $17,955 $43,092.00 $134,662.50 $4,488.75 $114,014.25 $59,743.47
September 25% 3 30% September $44,888 $134,662.50 $134,662.50 $8,977.50 $53,865.00 $28,225.26
October 25% 3 30% October $44,888 $134,662.50 $70,024.50 $8,977.50 -$10,773.00 -$5,645.05
November 15% 2.6 15% November $26,933 $70,024.50 $100,548.00 $4,488.75 $61,944.75 $32,459.05
December 20% 2.8 5% December $35,910 $100,548.00 $96,597.90 $1,496.25 $33,456.15 $17,531.02
Total $179,550 Net Sales $83,790.00 Avg. Inventory 2.14 inventory Turnover $29,925.00 $286,322.40 $150,032.94
41
(Reference Page 74)
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
CHICAGO, IL
42
The Chicago, IL location in Bucktown accommodates consumers with a median income of
families
$76,700
41. A mix of wealthy younger singles occupy the
and a median age of
as well as wealthy older and neighborhood and make up INTERMIX'S target market.
Based on this research and the average sales figures collected from the store to date, the following sales numbers, reductions, and planned purchases can be calculated. Planned Total Sales For Period Product Percentage Total Product Sales Reduction % Planned Reductions Initial Markup %
$1,003,200.00 15% $150,480.00 13.33% $20,064.00 47.60%
Month Sales Distribution Stock-Sales Ratio Reductions Distribution
July 10% 2.4 5% July $15,048 $36,115.20 $36,115.20 $1,003.20 $16,051.20 $8,410.83
Planned Monthly Sales Planned Monthly BOM Planned Monthly EOM Planned Monthly Reductions Planned Purchases at Retail Planned Purchases at Cost
(Market Segmentation. Prizm from Claritas.) (ReferenceUsa)
August 10% 2.4 15% August $15,048 $36,115.20 $84,268.80 $3,009.60 $66,211.20 $34,694.67
September October 20% 20% 2.8 2.8 20% 20% September October $30,096 $30,096 $84,268.80 $84,268.80 $84,268.80 $90,288.00 $4,012.80 $4,012.80 $34,108.80 $40,128.00 $17,873.01 $21,027.07
November 20% 3 15% November $30,096 $90,288.00 $90,288.00 $3,009.60 $33,105.60 $17,347.33
December 20% 3 5% December $30,096 $90,288.00 $77,045.76 $1,003.20 $17,856.96 $9,357.05
Total $150,480 Net Sales $70,224.00 Avg. Inventory 2.14 inventory Turnover $16,051.20 $207,461.76 $108,709.96
43
(Reference Page 74)
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
NEW YORK, NY
44
The INTERMIX New York City Location on 5th Avenue accommodates a
wealthy, younger family mix, with median income of $79,600. The location
a median age of
33.4
and a
on 5th Avenue in a top fashion city makes this location an extremely busy spot. According to research based on the location and sales figures calculated from Referenceusa.com, the following sales figures, reductions, and planned purchases can be calculated below. (Market Segmentation. Prizm from Claritas.) Planned Total Sales For Period Product Percentage Total Product Sales Reduction % Planned Reductions Initial Markup %
$1,252,500.00 15% $187,875.00 10.00% $18,787.50 47.60%
Month Sales Distribution Stock-Sales Ratio Reductions Distribution
July 10% 2.6 5% July
Planned Monthly Sales Planned Monthly BOM Planned Monthly EOM Planned Monthly Reductions Planned Purchases at Retail Planned Purchases at Cost
$18,787.50 $48,847.50 $48,847.50 $939.38 $19,726.88 $10,336.88
(ReferenceUsa)
August 10% 2.6 10% August $18,787.50 $48,847.50 $105,210.00 $1,878.75 $77,028.75 $40,363.07
September 20% 2.8 15% September $37,575.00 $105,210.00 $112,725.00 $2,818.13 $47,908.13 $25,103.86
October 20% 3 15% October $37,575.00 $112,725.00 $120,240.00 $2,818.13 $47,908.13 $25,103.86
November 20% 3.2 10% November $37,575.00 $120,240.00 $112,725.00 $1,878.75 $31,938.75 $16,735.91
December 20% 3 5% December $37,575.00 $112,725.00 $99,949.50 $939.38 $25,738.88 $13,487.17
Total $187,875.00 Net Sales $91,432.50 Avg. Inventory $2.05 inventory Turnover $11,272.50 $250,249.50 $131,130.74
45
(Reference Page 74)
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
JUSTIFICATIONS Master Plan For INTERMIX'S sixth month buying plan I chose pants as my category to coordinate with the trend, "blending in." Because comfortability is key to the trend I thought this product category would be best, and chose colors and structures to match the trend. I found INTERMIX'S sales figures based on a sales figure from last year from an article published by the Wall Street Journal. I then calculated pants to use approximately 15% of the overall sales based on their current stock on their online website. I divided up the sales by month percentages based on the season, giving December a higher percentage than July because pants are less necessary during the warmer months of the year. After doing some research I came to the conclusion to give INTERMIX a stock-to-sales ratio of a 3.0, varying slightly each month depending on the sales of that month. INTERMIX has been successful for the past few years, and because 3.0 is considered average to an excellent stock-to-sales ratio, I wanted their sales to reflect that. In addition I chose the reductions to completely reflect the season, not only by temperature, but also by holidays.
46
Assortment Plan I based the assortment plan sales percentages heavily by what INTERMIX already included in their online site. I used similar designers based on what they already have, in addition to designers that INTERMIX would be interested in based on the price point and style of the garment. I wanted to include 6 sub-classifications because INTERMIX offers a wide selection of products, with a wide selection of designers. After creating the assortment I learned just how wide a breadth and shallow a depth INTERMIX has for the pants category. Although they offer a very wide selection, some designers only carried one product, while designers like Rag & Bone, carried many different products in many different designs and materials.
47
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
JUSTIFICATIONS Store's A, B, & C: Atlanta, GA The INTERMIX location in Atlanta, GA is located in a shopping center, and is the only location in Georgia, which suggests that customers will be traveling from longer distances. Because the target market is a bit broader reductions had to change in order to persuade the customers to want to travel farther in order to shop at INTERMIX. I specifically wanted to make August have a high reduction percentage at 30% to accommodate for the new season and new styles. Atlanta has a warmer climate than other locations so I had to cut back on the sales percentages, specifically in the months of July and August because pants might not be a popular product during the warmer months. Chicago, IL One of the INTERMIX location's in Chicago, IL is located in Bucktown. Chicago has three INTERMIX locations, all of which are brick and mortar stores. The Bucktown target market includes upper- middle class patrons at a median age of 41, which suggests young families. The sales percentage by month was split up remotely evenly because the season's are all relatively cold, with July and August traditionally being the warmer months. New York, NY One of the New York City locations is located on the famous 5th Avenue. Fifth Ave. is known for the very luxurious and expensive shopping areas, so INTERMIX has to compete with this image. For this reason I made the reduction % less than the previous stores. Although INTERMIX still does not utilize prestige pricing, the New York City locations have to be a little more upscale than the other stores around the world. 48
APPENDIX
P roduct A ssortment
49
LEGGINGS
50
Material Leather
% Purchases 43% $299,540.89
Color Black
% 100%
Purchases $299,540.89
Twill
14% $99,846.96
Black
100%
$99,846.96
Combo
43% $299,540.89
Black
66.66% $199,673.96
Price $500+
% Purchases 100% $299,540.89
Designer Helmut Lang
% 33%
Purchases $98,848.49
J. Brand
66%
$197,696.99
$200-$500 100% $99,846.96
Les Chiffoniers 100% $99,846.96
$200-$500 100% $199,673.96
Veronica Beard 50%
$99,836.98
Vince
50%
$99,836.98
Joseph
100% $99,836.98
$200-$500 100% $99,836.98
Size 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
% 15% 25% 30% 15% 10% 5% 15% 25% 30% 15% 10% 5% 40% 40% 10% 5% 2.50% 2.50% 15% 25% 30% 15% 10% 5% 15% 25% 30% 15% 10% 5% 15% 25% 30% 15% 10% 5%
Purchases $24,596.64 $40,994.40 $49,193.28 $24,596.64 $16,397.76 $8,198.88 $49,193.28 $81,988.79 $98,386.55 $49,193.28 $32,795.52 $16,397.76 $66,253.57 $66,253.57 $16,563.39 $8,281.70 $4,140.85 $4,140.85 $24,842.60 $41,404.34 $49,685.21 $24,842.60 $16,561.74 $8,280.87 $24,842.60 $41,404.34 $49,685.21 $24,842.60 $16,561.74 $8,280.87 $24,842.60 $41,404.34 $49,685.21 $24,842.60 $16,561.74 $8,280.87
51
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Material Linen
% 15%
Purchases $262,098.28
Color Black
% 100%
Purchases $262,098.28
Price <$200
Silk
50%
$873,660.94
Black
17%
$148,522.36
<$200
Pattern
33%
$288,308.11
<$200
$200-$500
LOUNGEWEAR
Other
52
50%
$436,830.47
$200-$500
% 100%
Purchases $262,098.28
Designer Alexis
% 100%
Purchases $262,098.28
100%
$148,522.36
Joie
100%
$148,522.36
20%
$57,661.62
Cool Change
100%
$57,661.62
80%
$230,646.49
10 Crosby Derek Lam 33%
$76,113.34
A.L.C
33%
$76,113.34
Joseph
33%
$76,113.34
Joie
33%
$144,154.05
Joseph
33%
$144,154.05
100%
$436,830.47
Size P S M L P S M L P S M L P S M L P S M L P S M L P S M L P S M L
% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20%
Purchases $52,419.66 $78,629.48 $78,629.48 $52,419.66 $29,704.47 $44,556.71 $44,556.71 $29,704.47 $11,532.32 $17,298.49 $17,298.49 $11,532.32 $15,222.67 $22,834.00 $22,834.00 $15,222.67 $15,222.67 $22,834.00 $22,834.00 $15,222.67 $15,222.67 $22,834.00 $22,834.00 $15,222.67 $28,830.81 $43,246.22 $43,246.22 $28,830.81 $28,830.81 $43,246.22 $43,246.22 $28,830.81
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
53
Knit
LOUNGEWEAR
54
35%
$611,562.66
Black
Pattern
20%
80%
$122,312.53
$200-$500
$489,250.13
$200-$500
Parker
33%
$144,154.05
100%
$122,312.53
M Missoni
100%
$122,312.53
50%
$244,625.06
Cecilio Prado
100%
$244,625.06
50%
$244,625.06
M Missoni
100%
$244,625.06
P S M L P S M L P S M L P S M L
20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20% 20% 30% 30% 20%
$28,830.81 $43,246.22 $43,246.22 $28,830.81 $24,462.51 $36,693.76 $36,693.76 $24,462.51 $48,925.01 $73,387.52 $73,387.52 $48,925.01 $48,925.01 $73,387.52 $73,387.52 $48,925.01
55
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Material Denim
%
Purchases Color 100% $5,241,965.63 Black
%
Purchases 10% $524,196.56
JEANS Blue
56
50%
$2,620,982.81
Price <$200
%
Purchases Designer 100% $524,196.56 Frame
<$200
30%
$200-$500
70%
%
Purchases Size 15% $78,629.48
J.Brand
40%
$209,678.63
Rag & Bone
35%
$183,468.80
100%
$786,294.84
15%
$275,203.20
$786,294.84 J.Brand
$1,834,687.97 Frame
0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
%
20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10%
Purchases $15,725.90 $15,725.90 $19,657.37 $15,725.90 $7,862.95 $7,862.95 $41,935.73 $41,935.73 $52,419.66 $41,935.73 $20,967.86 $20,967.86 $36,693.76 $36,693.76 $45,867.20 $36,693.76 $18,346.88 $18,346.88 $157,258.97 $157,258.97 $196,573.71 $157,258.97 $78,629.48 $78,629.48 $55,040.64 $55,040.64 $68,800.80 $55,040.64 $27,520.32 $27,520.32
57
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Print/Color
JEANS
58
White
5%
$262,098.28
35%
$1,834,687.97
85%
$1,559,484.77
20%
$52,419.66
80%
$209,678.63
10%
$183,468.80
Frame
25%
$458,671.99
Rag & Bone
65%
$1,192,547.18
Rag & Bone
<$200
100%
$262,098.28 IRO
Rag & Bone
$200-$500
100%
$1,834,687.97 Faith Connexion
0 2 4 6 8 10 0 2 6 4 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
20% 20% 25% 20% 10% 10% 20% 20% 25% 10% 10% 20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10% 20% 20% 25% 20% 10% 10%
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
$311,896.95 $311,896.95 $389,871.19 $311,896.95 $155,948.48 $155,948.48 $10,483.93 $10,483.93 $13,104.91 $5,241.97 $5,241.97 $41,935.73 $41,935.73 $52,419.66 $41,935.73 $20,967.86 $20,967.86 $36,693.76 $36,693.76 $45,867.20 $36,693.76 $18,346.88 $18,346.88 $91,734.40 $91,734.40 $114,668.00 $91,734.40 $45,867.20 $45,867.20 $238,509.44 $238,509.44 $298,136.79 $238,509.44 $119,254.72 $119,254.72
59
Material Denim
% 30%
Purchases Color $1,188,178.88 Blue
SHORTS Knit
60
20%
$792,119.25
% 80%
Purchases $950,543.10
Color/Pattern 20%
$237,635.78
Grey
$554,483.48
70%
Price <$200
% 100%
Purchases $950,543.10
Designer J.Brand
% 50%
Purchases $475,271.55
Rag & Bone
50%
$475,271.55
100%
$237,635.78
<$200
100%
$237,635.78
J.Brand
<$200
100%
$554,483.48
10 Crosby Derek Lam50%
$277,241.74
ATM
$138,620.87
25%
Size 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5%
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Purchases $95,054.31 $95,054.31 $118,817.89 $95,054.31 $47,527.16 $23,763.58 $95,054.31 $95,054.31 $118,817.89 $95,054.31 $47,527.16 $23,763.58 $47,527.16 $47,527.16 $59,408.94 $47,527.16 $23,763.58 $11,881.79 $55,448.35 $55,448.35 $69,310.43 $55,448.35 $27,724.17 $13,862.09 $27,724.17 $27,724.17 $34,655.22 $27,724.17 $13,862.09 $6,931.04
61
Black
30%
$237,635.78
SHORTS
Leather
62
15%
$985,521.88
Black
80%
$788,417.50
<$200
100%
$200-$500 30%
$237,635.78
$142,581.47
L'Agence
25%
$138,620.87
Nation LTD
33%
$79,204.00
Norma Kamali
33%
$79,204.00
NSF
33%
$79,204.00
Rag & Bone
100%
$142,581.47
0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5%
$27,724.17 $27,724.17 $34,655.22 $27,724.17 $13,862.09 $6,931.04 $15,840.80 $15,840.80 $19,801.00 $15,840.80 $7,920.40 $3,960.20 $15,840.80 $15,840.80 $19,801.00 $15,840.80 $7,920.40 $3,960.20 $15,840.80 $15,840.80 $19,801.00 $15,840.80 $7,920.40 $3,960.20 $28,516.29 $28,516.29 $35,645.37 $28,516.29 $14,258.15 $7,129.07
63
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
SHORTS
64
Silk
35%
Nude
20%
$118,817.89
$1,386,208.69 Black
40%
$554,483.48
$500+
70%
$332,690.09
Marissa Web
60%
$199,614.05
$500+
100%
$118,817.89
Helmut Lang
100%
$118,817.89
$200-$500 100%
$554,483.48
Carven
20%
$110,896.70
Equipment
35%
$194,069.22
Parker
45%
$249,517.56
0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5%
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
$39,922.81 $39,922.81 $49,903.51 $39,922.81 $19,961.41 $9,980.70 $23,763.58 $23,763.58 $29,704.47 $23,763.58 $11,881.79 $5,940.89 $22,179.34 $22,179.34 $27,724.17 $22,179.34 $11,089.67 $5,544.83 $38,813.84 $38,813.84 $48,517.30 $38,813.84 $19,406.92 $9,703.46 $49,903.51 $49,903.51 $62,379.39 $49,903.51 $24,951.76 $12,475.88
65
Material Silk
%
Purchases Color 40% $559,143.00 White
%
Purchases 50% $279,571.50
TROUSERS Pattern/Color
66
50%
$279,571.50
Price % $200-$500
$200-$500
Purchases Designer % 100% $279,571.50 10 Crosby Derek Lam
100%
Purchases Size 30% $83,871.45
Rag & Bone
40%
$111,828.60
Vince
30%
$83,871.45
50%
$139,785.75
50%
$139,785.75
$279,571.50 Joie
Joseph
0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
%
20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5%
Purchases $16,774.29 $16,774.29 $20,967.86 $16,774.29 $8,387.15 $4,193.57 $22,365.72 $22,365.72 $27,957.15 $22,365.72 $11,182.86 $5,591.43 $16,774.29 $16,774.29 $20,967.86 $16,774.29 $8,387.15 $4,193.57 $27,957.15 $27,957.15 $34,946.44 $27,957.15 $13,978.58 $6,989.29 $27,957.15 $27,957.15 $34,946.44 $27,957.15 $13,978.58 $6,989.29
67
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
TROUSERS
68
Linen
10%
$139,785.75 White
100%
$139,785.75
Other
50%
$698,928.75 White
30%
$209,678.63
$200-$500
100%
$139,785.75 Thakoon
40%
$55,914.30
60%
$83,871.45
20%
$33,548.58
Rag & Bone
60%
$100,645.74
Jenni Kayne
20%
$33,548.58
Vince
$200-$500
80%
$167,742.90 Veronica Beard
0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5%
$11,182.86 $11,182.86 $13,978.58 $11,182.86 $5,591.43 $2,795.72 $16,774.29 $16,774.29 $20,967.86 $16,774.29 $8,387.15 $4,193.57 $6,709.72 $6,709.72 $8,387.15 $6,709.72 $3,354.86 $1,677.43 $20,129.15 $20,129.15 $25,161.44 $20,129.15 $10,064.57 $5,032.29 $6,709.72 $6,709.72 $8,387.15 $6,709.72 $3,354.86 $1,677.43
69
Pattern/Color
40%
$279,571.50
Black
30%
$209,678.63
TROUSERS
70
$500+
20%
$41,935.73 Yigal Azrouel
100%
$41,935.73
$200-$500
100%
$279,571.50 Joseph
100%
$279,571.50
$500+
100%
$209,678.63 Neil Barrett
100%
$209,678.63
0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5% 20% 20% 25% 20% 10% 5%
$8,387.15 $8,387.15 $10,483.93 $8,387.15 $4,193.57 $2,096.79 $55,914.30 $55,914.30 $69,892.88 $55,914.30 $27,957.15 $13,978.58 $41,935.73 $41,935.73 $52,419.66 $41,935.73 $20,967.86 $10,483.93
71
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Material Combo
% 17%
Purchases $155,317.50
Color White
% 80%
Purchases $124,254.00
Price $200-$500
$500+
Pattern
20%
$207,090.00
$200-$500
Black/White 15%
$116,488.13
$200-$500
FORMAL Silk
83%
$776,587.50
$500+
72
% 80%
Purchases $99,403.20
Designer Nicholas
% 70%
Purchases $69,582.24
20%
$24,850.80
Neil Barrett
30%
$29,820.96
100%
$124,254.00
10 Crosby Derek Lam 100%
$99,403.20
50%
$58,244.06
Joseph
100%
$58,244.06
50%
$58,244.06
Neil Barrett
100%
$58,244.06
Size 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10 0 2 4 6 8 10
73
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
Pattern
60%
$465,952.50
$200-$500
$194,146.88
$200-$500
FORMAL White
74
25%
100%
$3,106,350.00 Ohne Titel
50% $1,553,175.00
50% $1,553,175.00
Jonathan Simkhai
100%
$194,146.88
Exclusive for Intermix
100%
$194,146.88
6 8 10 0 2 4 6 8 10
0 2 4 6 8 10 0 2 4
15% 25% 25% 20% 10% 5% 15% 25% 25% 20% 10% 5% 15% 25% 25% 20% 10% 5%
$34,946.44 $58,244.06 $58,244.06 $46,595.25 $23,297.63 $11,648.81 $34,946.44 $58,244.06 $58,244.06 $46,595.25 $23,297.63 $11,648.81 $29,122.03 $48,536.72 $48,536.72 $38,829.38 $19,414.69 $9,707.34
75
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN
SOURCES “Barneys New York: Luxury Designer Handbags, Shoes and Clothing.” Barneys New York. N.p., n.d. Web. 27 May 2014. “Bergdorf Goodman.com.” Bergdorf Goodman. N.p., n.d. Web. 27 May 2014. “IntermixOnline.com.” IntermixOnline. N.p., n.d. Web. 26 May 2014. “Intermix.” ReferenceUsa. Infogroup, 1 May 2014. Web. 27 May 2014. Lapowsky, Issie. "How I Sold for $130 Million." Inc.com. N.p., 24 Jan. 2013. Web. 26 May 2014. “Market Segmentation. Prizm from Claritas.” Prizm from Claritas. N.p., n.d. Web. 26 May 2014. Mattioli, Dana. “Gap To Buy Luxury Retailer Intermix.” The Wall Street Journal. Dow Jones & Company, n.d. Web. 27 May 2014. “Scoop NYC | Home Page.” Scoop NYC | Home Page. N.p., n.d. Web. 27 May 2014. 76
FASM 245 - INTERMIX, PANTS 6 MONTH BUYING PLAN