CHARLOTTE OLYMPIA 6 Month Sales and Stock Plan Shuang Yuan
Table of Contents •
Background
Page 3
•
Philosophy
Page4
•
Signature Items
Page 5
•
Target Customer
Page 6
•
Compe<<on
Page 7
•
Pricing Strategy
Page8
•
Fall/Winter Collec<on
Page 9
•
Six Month Sales Plan
Page 14
•
Assortment Plan
Page 16
•
Store Layout
Page 20
Background
•
Charlo'e Olympia is a Bri<sh luxury shoe and accessories brand founded by Charlo/e Olympia Dellal in 2008.
• • • •
In 2010, CharloPe Olympia opened its first store on Maddox Street in London. In 2011, opened the second on East 65th Street in New York City and and another on Rodeo Drive. In 2013, Los Angeles. In 2014, in Miami, Hong Kong, and Dubai.
• •
Focused on footwear and accessories for women, the label also produces a collec<on for liPle girls called 'Incy’ and the Tom Cat smoking slipper for men.
•
Produces four seasonal collec<ons a year.
Philosophy To create luxurious, feminine shoes and accessories with a sense of humour.
Signature Items • Shoe is finished with a gold spider web on the sole • "island" pla_orm Dolly pump • The Ki-y flat and Perspex Pandora clutch box • All shoes and accessories are handcraaed in Italy
Target Customer
Age between 23-‐65 Who loves fashion and fun!
Compe==on
• Nicholas Kirkwood
• Jimmy Choo
• Dolce & Ga bbana
• Pierre Hardy
• Fendi
• Sophia Webster
• Prada
• Stella McCartney
Pricing Strategy
• Price Range for Shoes: $295 -‐ $1895
Fall/Winter Collec=on
Fall/Winter Collec=on
Fall/Winter Collec=on
Fall/Winter Collec=on
Fall/Winter Collec=on
Six Month Sales Plan Fall 2015
Month
August
September
October
November
December
January
Total
% OF SALES
10%
16%
15%
21%
24%
14%
100%
Sales
PLAN
$152,500.00
$244,000.00
$228,750.00
$320,250.00
$366,000.00
$213,500.00
$1,525,000.00
BOM
PLAN
$495,000.00
$594,660.00
$799,420.00
$1,192,632.50
$1,155,070.00
$963,210.00
$5,199,992.50
EOM
PLAN
$594,660.00
$799,420.00
$1,192,632.50
$1,155,070.00
$963,210.00
$884,200.00
$5,589,192.50
Markdowns
PLAN
$27,450.00
$43,920.00
$41,175.00
$57,645.00
$65,880.00
$38,430.00
$274,500.00
Emplyee Discount
PLAN
$7,625.00
$12,200.00
$11,437.50
$16,012.50
$18,300.00
$10,675.00
$76,250.00
Workroom
PLAN
$1,525.00
$2,440.00
$2,287.50
$3,202.50
$3,660.00
$2,135.00
$15,250.00
Shrink
PLAN
$3,050.00
$4,880.00
$4,575.00
$6,405.00
$7,320.00
$4,270.00
$30,500.00
Purchases at Retail
PLAN
$284,185.00
$500,000.00
$670,000.00
$349,940.00
$251,000.00
$190,000.00
$2,245,125.00
Purchases at Cost
PLAN
$85,255.50
$150,000.00
$201,000.00
$104,982.00
$75,300.00
$57,000.00
$673,537.50
Markup $
PLAN
$170,511.00
$300,000.00
$402,000.00
$209,964.00
$150,600.00
$114,000.00
$1,347,075.00
Markup %
PLAN
60%
60%
60%
60%
60%
60%
60%
Gross Margin
PLAN
56%
Turnover
PLAN
1.75
Six Month Sales Plan Workroom Costs
1%
Cash Discounts %
0%
Season Stock Turnover Average Stock
1.75 $869,861.79
Markdown %
18%
Markup Goal
60%
Employee Discount
5%
Shrinkage
2%
Total Inventory
$6,089,032.50
Average Stock
$869,861.79
Assortment Plan OTB FOR THE MONTH OF August-$284,185.00 (RETAIL) DESCRIPTION Chelsea Cat Bootie Charlottes Web W/Crystal Cheeky Pumps Love Dolly Pumps Kiss me Betsy Booties Tessa Wedges Eyes For You Flats Sweetie pumps
DELIVERY DATE
UNITS
COST
RETAIL
TOTAL COST
TOTAL RETAIL
TARGET MU%
10-Aug 10-Aug 10-Aug 10-Aug 10-Aug 10-Aug 10-Aug 10-Aug
60 60 15 46 30 20 40 30
$398.00 $318.00 $718.00 $364.00 $478.00 $350.00 $278.00 $358.00
$995.00 $795.00 $1,795.00 $910.00 $1,195.00 $875.00 $695.00 $895.00
$23,880.00 $19,080.00 $10,770.00 $16,744.00 $14,340.00 $7,000.00 $11,120.00 $10,740.00
$59,700.00 $47,700.00 $26,925.00 $41,860.00 $35,850.00 $17,500.00 $27,800.00 $26,850.00
60% 60% 60% 60% 60% 60% 60% 60%
$113,674.00
$284,185.00
60%
301
Chelsea Cat Bootie Units: 60
Charlottes Web W/Crystal Units: 60
Love Dolly Pumps Units: 30
Cheeky Pumps Units: 15
Tessa Wedges Units:20
Eyes For You Flats Units: 40
Love Dolly Pumps Units: 46
Sweetie pumps Units:30
Assortment Plan
OTB FOR THE MONTH OF November-$349,940.00 (RETAIL) DESCRIPTION Andie Boots Prosperity Boots Far East Boots Paloma Pumps Dolly Pumps Love me Pumps Superstar Kitty Flats Cat Nap Flats
DELIVERY DATE 2-Nov 2-Nov 2-Nov 2-Nov 2-Nov 2-Nov 2-Nov 2-Nov
UNITS 50 20 12 40 65 40 65 80
372
COST $463.60 $638.00 $678.00 $358.00 $318.00 $580.00 $238.00 $278.00
RETAIL $1,159.00 $1,595.00 $1,695.00 $895.00 $795.00 $1,450.00 $595.00 $695.00
TOTAL COST $23,180.00 $12,760.00 $8,136.00 $14,320.00 $20,670.00 $23,200.00 $15,470.00 $22,240.00
TOTAL RETAIL $57,950.00 $31,900.00 $20,340.00 $35,800.00 $51,675.00 $58,000.00 $38,675.00 $55,600.00
TARGET MU% 60% 60% 60% 60% 60% 60% 60% 60%
$139,976.00
$349,940.00
60%
Andie Boots Units:50
Dolly Pumps Units: 65
Prosperity Boots Units: 20
Far East Boots Units: 12
Paloma Pumps Units: 40
Love me Pumps Units: 40
Superstar Kitty Flats Units: 65
Cat Nap Flats Units: 80
LA Store Layout
References • Mistry, Meenal. "CharloPe Olympia Dellal, Shoe Queen". Wall Street Journal Online. Retrieved 16 March 2014. • Alexander, Ella. "CharloPe Olympia's Recipe For Success”. Vogue News. Retrieved 16 March 2014. • Murrow, Lauren. "The New Step Class”. New York Magazine. Retrieved 16 March 2014. • Khouy, Stephanie. "CharloPe Olympia Bou<que Opens in the Middle East”. style.com/arabia. Retrieved 22 October 2014. • "CharloPe Dellal”. Vogue. Retrieved 16 March 2014.