Loungewear Spring 2014
Table of Contents Behind the Scenes………………………………………………………………...1 Executive Summary………………………………………………………………2 Vision Statement…………………………………………………………………..2 Mission Statement ………………………………………………………………..2 Social Responsibility …………………………………………………………….2 Customer Profile……………………………………………………………………3 Customer Narrative………………………………………………………………..4 Inspiration……………………………………………………………………………..5 Group Overview…………………………………………… ………………………..6-7 Classification Plan………………………………………………………………….8 Master Page……………………………………………………………………………..9 Cost Sheet………………………………………………………………………………..10-19 Line Sheet……………………………………………………………………………….20-21 Brand Identity……………………………………………………… ………………..22 Retail Partner…………………………………………………………………………23 Production Calendar……………………………………………………………….24 Purchase Order……………………………………………………………………….25 Sales Projection by Item…………………………………………………………..26 Sales Projection Master Page……………………………………………………27 Floor Plans…………………………………………………………………...…………28 Marketing Plan………………………………………………………………………..29-31 Press Kit…………………………………………………………………………………..32-36 Bibliography …………………………………………………………………………….37
Behind the Scenes
Elizabeth and James Elizabeth and James is a modern lifestyle brand for this new generation. The designers of this line are Mary-Kate and Ashley Olsen. This brand is a mixture of designer meets contemporary. Elizabeth and James embodies some what of an electric lifestyle, blending several different elements with playful yet traditional styles. This brand is known for its “masculine tailoring and feminine whimsy” yet trend conscious yet timeless wardrobe. The brand already offers women’s wear, shoes, jewelry, eyewear and handbags. My brand extension for Elizabeth and James will be a Loungewear line for women. The line would be considered to be Apparel/Ready-To-Wear. This line will bring in more customers as well as keep the old ones because of how greatly priced this line will be and there is a huge niche in the market for loungewear/ active wear. I feel that Elizabeth and James is lacking more everyday attire for women who are on the go or going straight to the gym before or after work. This line will bring in a lot customers who love the brand, but cant afford the higher line and also will keep its loyal customers. The consumer that it is targeted towards is female, 25 to 35 years of age, young working professional, trendy, and the income would be roughly $75K.
Executive Summary The concept of this collection is Loungewear. This Loungewear line will allows women to be able to be comfortable yet fashionable. It also opens more doors to new customers, allowing them to be able to purchase Elizabeth and James at a more affordable price. My collection will make women feel fashionable yet comfortable. When edgy meets minimalist will allow to bring out the inner fashionista in this Elizabeth and James customer. The color palette will be minimalist consisting of mainly the color black and white, adding some leather to bring out the edge in this line. ________________________________________________________________________ Â
Vision Statement Elizabeth and James brand is hoping to expand its loungewear line internationally by conveying the lifestyle of the brand no matter where you are in the world. Elizabeth and James loungewear is revolutionizing the word lounge and adding edge appeal to the brand. Loungewear has never been so fashionable and timeless. ________________________________________________________________________
Mission Statement Elizabeth and James is a modern lifestyle brand for a new generation. The gap is narrowed down to designer and contemporary fashion with edgy loungewear. Encompassing women’s wear, shoes, jewelry, eyewear and handbags, Elizabeth and James embodies an eclectic lifestyle by blending both uptown and downtown elements with playful and traditional styles. Named for interplay of masculine tailoring and feminine whimsy, look to Elizabeth and James for a trend conscious yet timeless wardrobe. ________________________________________________________________________
Social Responsibility Elizabeth and James will offer each season a limited edition loungewear item, specially designed supporting Breast Cancer awareness. Which all proceeds for that item will go to the research of Breast Cancer.
Customer Profile
Segmentation Types/Bases Geographic Segmentation Region City Size Population density Climate
North 100,000+ Urban Temperate
Age Gender Household size Income Occupation Education
20-39 Female
Culture Sub culture Religion National Origin Race Social class Marital status Pyschographics
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 Divided Medium Current user Credit Card Magazines Work
Demographic Segmentation
2 $75,000+ Professional College Graduate
Sociocultural Segmentation
Varies Varies Varies Middle-Upper class Single Strivers
Effective and Cognitive Segmentation
Behavioral Segmentation
Customer Narrative
A day in the life of 25 year old, Victoria Smart is not as glamorous and easy as it may seem. What people don’t see is what it takes to be her and how much she does in a daily basis to live her lifestyle. She may be wearing designer head to toe, perfect Hazelnut brown hair, blue eyes, tall, have a perfect body and perfect job, but it takes a lot to be her and it is not easy. Victoria’s day starts off at 6am. In the morning she goes for a run in Central Park with her beautiful husky, Duke. On her way home she stops at the local coffee shop and gets her usual Tall Vanilla Soy Latte with a Greek yogurt. Upon her arrival back home she feeds Duke, showers, and gets ready for work because her driver usually arrives at 9:45am to take her to work. As she arrives at the ELLE offices around 10 this is when all the madness happens. Her work days as an editor for ELLE magazine can end at 5pm and other days at 9pm. Depending on what is needed of her, she checks up on photo shoots, pulls different ideas for articles, for the magazine covers etc, she has meetings all day with very important people in the industry, she makes all the decisions, sometimes she travels to LA or Miami or even internationally. After she leaves the office the driver picks her up and takes her back home to the Upper Eastside. Once she arrives home she usually orders food because she is exhausted from working all day and just wants to relax on her comfy couch with Duke her main man because she is single. Her top picks for dinner are NoBu, Ciprianis, or Sarabeths. Once dinner is over and she has watched all her favorite shows, she takes a nice bubble bath, while blasting Lana Del Rey on her iHome and after cuddles into bed with Duke. Her days are always like this up until Thursday then that is when she has all the ELLE events to attend to after work and usually comes home much later. All of her family lives in Florida so the only family she has in New York is all her friends and employees she is really close with. Many people look at her as a socialite because of all the VIP events she attends and all the major connections she has in New York City and the amounts of beautiful clothing she owns and gets for free.
Inspiration
Group Overview
Elsa Skirt Style# 211A-01
Elsa Pants Style# 212D-01
Elsa Shorts Style# 212C-01
Spectra Pant Style# 212C-02
Spectra Pant Style# 212F-03
Sylvia Tank Style# 213A-02 Nelly Top Style# 213F-01
Nelly Sleeve Style# 213G-02
Sylvia Sweater Style# 213B-02
Nelly Sleeve Style# 213G-‐01
Classification Plan
1. Year 1. 2014 2. 2015 3. 2016 4. 2017
2. Season 1. Fall 2. Winter 3. Spring 4. Summer
5. Color 1. Black 2. White
6. Fabrication 1. Cotton 2. Nylon 3. Leather 4. Cotton/Polyester
3. Class 1. Tops 2. Bottoms 3. Outerwear 4. Dresses
4. Subclass 1. Tops 1. Sweater 2. Long Sleeve 3. Short Sleeve 4. T-Shirt 2. Bottoms 1. Skirts 2. Shorts 3. Denim 4. Legging
3. Outerwear 1. Jacket 2. Vest
4. Dresses 1. Short 2. Wrap
Master Page 1. Elsa Skirt Style# 211A-01 2. Elsa Shorts Style# 212C-01 3. Elsa Pants Style# 212D-01 4. Spectra Pant Style# 212F-03 5. Spectra Pant Style# 212C-02 6. Sylvia Tank Style# 213A-02 7. Nelly Sleeve Style# 213G-02 8. Nelly Top Style# 213F-01 9. Sylvia Sweater Style# 213B-02 10. Nelly Sleeve Style #213G-01
Line Sheets Elizabeth & James Spring 2014 Delivery: February 1, 2014 to March 1, 2014
Minimum Orders of Sales Representative: Colors: Black, White, and Black/White
Leather Tops
Long Sleeve Fleece Style# 213G-02 $70/$140
Scoop Neck
Style#213G-01 $100/$200
Long Sleeve Hoodie Style# 213B-02 $100/$200
Leather Scoop Neck Style# 213F-01 $70/$140
V-Neck Sleeveless Style# 213A-02 $120/$240
Mixed Bottoms
High-rise skirt Style# 211A-01 $220/$440 High-waisted Bandaged Style# 212D-01 $140/$280
High-rise shorts Style# 212C-01 $200/400
High-waisted Skinny
High-waisted Regular
Style# 212C-02 $120/240
Style# 212F-03 $140/$280
Brand Identity Elizabeth & James Loungewear Brand Identity Chic Comfy Fierce Selling Appeal Elizabeth and James Loungewear line is a showstopper line. Every loyal Elizabeth and James fashionista customer to every fashionista that has wanted to own Elizabeth and James wants this Loungewear line. It is not as pricey as the Elizabeth and James we see everyday, it has a more sporty everyday look, and it is comfy yet trendy. The quality of the product and the actual look draws the consumer to the product. Not only do these customers love the price, but they also know they will have the product for years to come at the same quality. This line is definitely a long-standing quality, with a good price. Quality Appearance Style Distinct Characteristics There are several different characteristics of the Loungewear line that distinguish it from any other line. First and foremost being the actual look of the pieces. Each piece looks more expensive than it is, which brings me to the actual fabric of the line, the fabric has a comfortable and free feel to it that allows a lot of movement. There is a mixture of leather in the pieces that adds a little unique look to each loungewear piece as well.
Retail Partner This is America’s leading multi-brand, specialty retailer store that curates irresistible must-have styles for women from the most coveted emerging designers to some more established designers. It has roughly 32 boutiques across the U.S. and Canada, as well as an e-commerce site. This store offers a curated mix of “on-trend� pieces to more irresistible pieces to more statement pieces. The store atmosphere and environment has more of an intimate setting offering customers a more one on one experience with the store and its sales associates. Intermix is known for mixing fashionable pieces in unexpected ways, by offering the most coveted designers and most popular trends from the best brands. Intermix sets itself apart from any other competitor by offering and exclusive designer product in a broader range. Location of Loungewear Elizabeth and James: Intermix Chicago, Illinois Intermix Soho, New York Intermix Los Angeles, California
Production Calendar Fashion Merchandising Planning Calendar
Season/Year: Spring 2014
In-Store Delivery: February 2014
Purchase Order
Wholesale Total
Marketing Budget
$13,840* 3 Intermix Stores = $39,177
$39,177 * 10%= $3,917.70
Sales Projection by Item Elizabeth and James Loungewear Sales Projection
Sales Projection Master Page
______________________________________________________ 1. Introductory Beginning on Hand Sales Ending on Hand
255 131 124
2. Maintenance Beginning on Hand Sales Ending on Hand
124 50 84
3. Clearance Beginning on Hand Sales Ending on Hand
84 53 31
Floor Plan
Marketing Plan Introduction Phase
$3,917.70 * 30% = $1,175.31
Objective: To create brand awareness of Loungewear Elizabeth and James, as well as to create interest and desire for the brand. Strategy: Our customers will be introduced to this brand extension with the help of our retail partnership with Intermix. The customer will have a chance to preview the new collection to get a feel for the quality, the new pricing, as well as the actual trendy looks available. Tactic: The best way to introduce this new line would be through a launch party. The launch party will take place in the 3 locations that carry this line, in New York, California, and Chicago. Champaign with macaroons will be handed out at this launch party. Control Method: Customers will be able to enjoy an evening with their girlfriends, while trying on the newest line addition to Elizabeth and James, while sipping Champaign. Each customer will receive a tank top with the Elizabeth and James logo with the purchase of over $150. The first 30 customers will receive the shirt tank with purchase.
Maintenance Phase
$3,917.70 * 60%= $2,350.62
Objectives: To focus on creating more brand identity as well as gaining more loyal and new customers. Strategy: Each customer who purchases Elizabeth and James, Loungewear will receive an additional 30% off their next purchase. Tactic: This additional 30% off next purchase will allow the customer to return and purchase more willingly. It will allow them to experience the brand quality and want to come back for me. Control Method: You can only receive the 30% off none sale items and if you purchase over $150.
Clearance Phase
$3,917.70* 60% = $2,350.62
Objective: To increase new customers and add them to the old customers to create more incoming traffic into Intermix. Strategy: To have a mini discount on certain items from the line, as well as a small gift with a purchase. Tactic: A customized candle with the logo on the outside. Control Method: A customer will receive candle with a purchase of over $150, limited to 30 customers.
PRESS KIT II. Press Release Purpose: I am writing this press release to inform all fellow Elizabeth and James customers, all followers of Elizabeth and James, as well as young women who haven’t heard about this brand, about this new loungewear brand extension line. Audience: The audience is female young professionals between the ages of 25 to 35, who are trendy and have an income level of at least $75K. This can be sent out to all major fashion magazines such as WWD, Vogue, Harpers Bazaar, W, etc. Who is going to read this? People who love to read magazines, who love the brand, who follow the brand, and those who couldn’t afford the more expensive line, but now can afford this line. People who love fashion will read about this event. What is my relationship to the reader? No relation to the reader just trying to get press and people to come and support this new line. Format: The best way to send out this information is through a press release. Results: 1. I want the ready to know exactly what the event is and whom it is for. 2. I want the reader to know where the event is.
3. I want the reader to also bring a guest. What actions do I want to result from this communication? I want people to show up to the store, and store event to support the new line, have a fun time, see how great the quality is and how great the price is.
Contact Information: Elizabeth and James 220 13th Street New York, New York, 10009 212-435-0987 Elizabeth&james.com
FOR IMMEDIATE RELEASE: Saturday, January 2, 2014 “Elizabeth & James Presents: Lounge in a Fashionable Way� New York, New York, February 1, 2014- Elizabeth and James will be launching their newest brand extension, with a twist, Loungewear. This line will be carried exclusively in three Intermix locations: Chicago, Illinois, Soho in New York, New York, as well as Los Angeles, California. This line will offer comfort yet trendy looks to any one looking to feel good and look trendy. As you will see how great the prices are, you will also see the effortless minimalist look each piece has to offer in this collection. Each store will have their own launch event for the week the brand hits the stores. Elizabeth and James is a well-established fashion brand that has anything from shoes to jewelry to clothes etc. This newest line will help fill the niche for those who also like to lounge more or are on the go and are in need of a quick effortless piece to keep them comfy yet trendy. PRESS and STORE BUYERS, please e-mail for accreditation. Include name and title of attendees, company name, telephone and e-mail address. We will confirm by e-mail. info@elizabethandjames or 212-345-0000. EDITORS: Hi-res photos are available upon request
III. Designer Biography
The designers of Elizabeth and James are Mary-Kate and Ashley Olsen. The New York Times declared Mary-Kate a fashion icon for her signature “homeless” look. They both have been setting trends since they were little. The Olsen’s had a clothing line in target for girls at Wal-Mart across North America. They have also launched their own couture fashion label called, “The Row.” After these in 2007 they launched Elizabeth and James. Elizabeth and James is a contemporary line, which is inspired by unique vintage pieces in their own personal wardrobe. They also released many more lines not only in the designer higher-end market.
Elizabeth and James is a modern lifestyle brand for this new generation. The designers of this line are Mary-Kate and Ashley Olsen. This brand is a mixture of designer meets contemporary. Elizabeth and James embodies some what of an electric lifestyle, blending several different elements with playful yet traditional styles. This brand is known for its “masculine tailoring and feminine whimsy” yet trend conscious yet timeless wardrobe. The brand already offers women’s wear, shoes, jewelry, eyewear and handbags.
IV. Press
Bibliography -http://stylenews.peoplestylewatch.com/2012/01/31/mary-kate-and-ashleyclothing-line-elizabeth/ -http://www.style.com/fashionshows/review/2013RST-ELIZJAMES/ -http://www.crushable.com/2007/05/31/entertainment/mk-and-as-newestfashion-line-elizabeth-and-james/ -http://www.crushable.com/2007/05/31/entertainment/mk-and-as-newestfashion-line-elizabeth-and-james/ -http://elizabethandjames.us/