J. Crew Brand Extension

Taylor Hall Merchandising: Concept to Consumer

Table of Contents • • • • • • • • • • • • •

Mission Statement Mission Philosophy Customer Demographics Customer Psychographics Day in the life Mood Board Style Numbering System Model/Line Sheets Cost Sheets Development Calendar Unit DistribuCon Sheet Invoice Introductory Floor Plan

• • • • • • • •

Key Code Sheets Fixture Worksheets Maintenance Floor Plan Clearance Floor Plan MarkeCng Budget MarkeCng Plan MarkeCng Calendar Press Kit – – – –

Press Release Designer Bio Business Card Model/Line Sheets

Mission Statement We believe makeup is the best way to finish off your look and our goal is to create a cosmeCc line that all women will want to wear. We value quality above anything else, which is why our products are made in the best labs and with the best ingredients available. We know every woman is different and that no two faces are exactly alike, so we made this line to fit every woman’s needs. We hope our customers love our product as much as we do and that they know each item was made with them in mind. We want the J. Crew woman to mix and match our makeup, just like she mixes and matches our clothes. We think makeup is supposed to be fun and ours is the perfect way to finish off your look!

Mission Philosophy At J. Crew we are commiVed to sourcing our products in the most legal, ethical, and responsible manner possible, which is why we only partner with suppliers who share this belief. Our suppliers are also expected to share our commitment to quality, so we can produce the best products possible. The J. Crew Code of Vendor Conduct sets forth the guiding principles for our Responsible Sourcing program and we require all suppliers to comply with the laws and regulaCons set forth in this code. We also feel it is important to give back to the communiCes where our customers and associates live and work, so we proudly support numerous nonprofit organizaCons both locally and around the globe. In our day-­‐to-­‐day operaCons, we make it our goal to make as liVle of an impact on the environment as possible. We reduce our energy, paper and water use; minimize waste; and implement environmentally responsible soluCons for our stores, distribuCon centers, and offices. In keeping with our beliefs, we also collaborate with our suppliers to understand and improve their environmental performance and pracCces. Above all else, we are commiVed to using materials of the highest quality to produce products our customers will love and all women can wear.

Our cosmeCcs line will be available in J. Crew stores and online between February and July of 2018.

Customer  Demographics Â

Customer Psychographics

Day in the Life Kate Anderson begins her day at 6:00 in the morning and the

first thing she does is a half hour of yoga. She then has a meal of fruit and yogurt before showering and gebng ready for the day. By 8:00 she is out the door and heading to work where she does human resources. She does not have to be there unCl 9:00 and she only has a half hour commute, but someCmes public transportaCon is slow so she allows for extra Cme. If she is early, she stops by the Starbucks around the corner and gets her usual: a grande chai laVe with soy milk. At 1:00 she has a lunch break. If it is nice out she will eat with some co-­‐workers at the park down the street, otherwise they eat in the staff lounge. At 5:00 work is over and Kate heads to her Pilates-­‐fusion class. The class ends at 6:45 and by 7:30 Kate is home. She then eats dinner, snuggles with her cat Lacy and catches up on some reality TV by watching Bravo. At 10:00 she gets ready for bed, but always makes Cme to read a liVle. At 11:00 she goes to bed and is ready to start her day again at 6:00 the next day.

Style Numbering System

FoundaCon

1A1111B $25.00 Buff

Ivory

Beige

Honey

Toffee

Amber

Sienna

Espresso

This moderate coverage foundaCon leaves skin with a natural-­‐maVe finish. Perfect for combinaCon to oily skin types.

BB Cream

1A1252B $20.00 Buff

Ivory

Beige

Honey

Toffee

Amber

Sienna

Espresso

Offers SPF protecCon, anCoxidants, and enough coverage to banish imperfecCons. Gives skin everything it needs.

Powder

1A1383A $18.00 Buff

Ivory

Beige

Honey

Toffee

Amber

Sienna

Espresso

Ultra-­‐sheer texture gives the perfect maVe appearance, while maintaining a fresh look throughout the whole day.

Blush

1A14C49 $15.00 Peach

Plum

Nude

Rose

Berry

Fig

Our natural-­‐looking cheek color fits every skin tone. Gives that just-­‐pinched look.

Contour SCck

1A15FA7 $18.00

Bronze

Highlight

Contour sCck enhances your best features by bringing depth and highlight to your face. Long-­‐wearing formula.

Kohl Eyeliner

1A21H83 $12.00

Black

Brown

This precision liner glides on bold or superfine to enhance your look and define your eyes.

Liquid Eyeliner

1A22H71 $18.00

Black

Brown

Our liner pen ensures a clean line with one steady sweep. Made with our budge and smudge-­‐resistant formula.

Eye Shadow Quad 1A23J44 $25.00

Natural

Smokey

Violets

Greens

Blues

Wear shades alone or use together to create a customized look. Long-­‐wear formula.

Lengthening Mascara 1A24H65 $20.00

Black

Brown

Takes even the Cniest of lashes to extreme lengths. Eyes immediately look wider and more energized.

Volumizing Mascara 1A25H58 $20.00

Black

Brown

Intensifies volume and adds impact to lashes. Lashes get an instant boost of drama.

Brow Pencil

1A26O92 $15.00

Light Brown

Dark Brown

Blonde

A two-­‐in-­‐one tool for the perfect brow.

The pencil end shades and shapes, while the brush keeps brows groomed.

Brow Gel

1A27O66 $15.00

Light Brown

Dark Brown

Blonde

Our long-­‐wear gel Cnts, tames, and fills in brows for a fuller, more natural looking shape.

Lip Liner

1A31S83 $15.00 Coral

Red

Merlot

Light Pink

Strawberry

This non-­‐drying pencil keeps lipsCck in place. Line lips to prevent your lipsCck from bleeding or wear under your lipsCck for extended wear.

LipsCck

1A32SA4 $20.00 Coral

Red

Merlot

Light Pink

Strawberry

Our long-­‐wear formula won’t budge or dry out your lips and you’ll keep the just-­‐applied look for hours.

Development  Calendar Â

Unit DistribuCon Sheet

Unit DistribuCon Sheet

Unit DistribuCon Sheet

Invoice Â

Introductory Floor Plan Beginning on Hand: 2,070 Sales: 828 Ending on Hand: 1,242

Key Code Sheet

Key Code Sheet

Key Code Sheet

New Product & Trend Table Fixture: A, B The new product and trend tables are perfect for any display highlighCng new products. It is three Cered, but the top two Cers are removable.

The maximum capacity of the tables are 80 items with room for props.

Double Sided Fixture Fixture: C, D, E, F The double sided fixtures perfectly accommodate any cosmeCc item. It has four shelves on each side and storage all along the boVom.

The maximum capacity for this fixture is 240 items.

Wall Unit Fixture: G, H, I, J, K, L, M, N, This unit is permanently aVached to the walls. It has 5 shelves and storage underneath.

The maximum capacity of this wall unit is 120 items.

Maintenance Floor Plan Beginning on Hand: 1,242 Sales: 496 Ending on Hand: 746

Clearance Floor Plan Beginning on Hand: 746 Sales: 149 Ending on Hand: 597

MarkeCng Budget

Total Retail Sales: $38,810 % MarkeCng Budget: 15.0% $ MarkeCng Budget: $5,822

MarkeCng Plan •

ObjecCve 1:

– Create brand awareness to boost sales by 5% by July 31, 2018

•

Strategy:

•

TacCcs:

– Hold new product events in-­‐stores in major ciCes naConwide – – – – – – – – –

•

Have design team create fliers, brochures, and ads AdverCse on J. Crew’s social media Produce in-­‐store signage indicaCng date and Cme Have markeCng team send emails to customers who signed up to receive noCficaCons Educate staff on what the event is and how it will work Schedule staff to work event Schedule J. Crew beauty ambassadors/makeup arCsts to appear Work with a local restaurant to provide food and drinks Set aside product for aVendees to try out

EvaluaCon Method:

– Have the financial and markeCng teams review sales and the effecCveness of the events aoer they are all over (by July 31, 2018)

MarkeCng Plan •

ObjecCve 2:

– Increase new customer acquisiCon by 500 by September 30, 2018

•

Strategy:

•

TacCcs:

– Create a promoCon where with every J. Crew clothing, accessory, or shoe purchase the customer makes, they receive 15% off of their next beauty purchase Have design team create fliers, brochures, and ads AdverCse on J. Crew’s social media Produce in-­‐store signage indicaCng the promoCon Have markeCng team send emails to customers who signed up to receive noCficaCons Create promoCon cards with a barcode for customers to bring back for their next purchase to receive the discount – Educate staff on the promoCon – Create a system for staff to enter customers’ informaCon into upon checkout – – – – –

•

EvaluaCon Method:

– Have financial team review how many new customers were gained based on the informaCon collected at checkout by the end of September 30, 2018

MarkeCng Plan •

ObjecCve 3:

– Increase customer loyalty by 1,000 by December 31, 2018

•

Strategy:

•

TacCcs:

•

EvaluaCon Method:

– Update J. Crew’s loyalty program/credit card to include $15 off of every $100 spent on cosmeCcs and any other beauty related updates deemed necessary – Have markeCng team review the loyalty program already set in place – Hold a focus group to see what customers would like to change about the exisCng rewards program and what they would like to gain from the beauty rewards – Educate staff on the changes to the program with an emphasis on the beauty perks – Have design team create a new rewards card – Have design team create fliers, brochures, and ads – AdverCse the new changes on J. Crew’s social media – Send emails to customers who signed up to receive noCficaCons – Have financial team and markeCng team review how many new loyalty members signed up by December 31, 2018

MarkeCng Plan •

ObjecCve 4: –

•

Strategy: –

•

Create a website

TacCcs: – – – – – – – – – – – –

•

Expand online presence and increase sales by 15% by March 31, 2019

Have markeCng team purchase a domain Hire a web designer Have web designer create a website Increase inventory for the website Take photos of the product for the website Upload product photos and informaCon to the website Have design team create fliers, brochures, and ads AdverCse the beauty website on J. Crew’s social media Send emails to customers who signed up to receive noCficaCons Produce in-­‐store signage promoCng the website Educate staff about the website Launch the website

EvaluaCon Method: –

Have financial team evaluate sales aoer the website launch and have the social media manager keep track of online presence by March 31, 2019

MarkeCng Calendar

Press Kit

Press Release Contact: Taylor Hall Telephone: (212) 209-­‐2500 Email: Taylor.Hall@jcrew.com Website: www.beauty/jcrew.com

For Immediate Release February 1, 2018

J. Crew Beauty New Product Launch Party J. Crew will be holding a launch party for its new beauty line on February 24, 2018

Chicago, IL— February 1, 2018 — This month, J. Crew is hosCng one of several events celebraCng the release of its new beauty line on February 24, 2018 from 7:00pm to 10:00pm. We cannot think of a beVer way to introduce this product line to our customers than to invite them into our stores to try out the makeup themselves!

“We have always felt there is not just one way to wear an outit and we believe the same is true for makeup. We want our customers to play with our products and we hope they will feel beauCful wearing them too,” said Taylor Hall, Chief CreaCve Director of Beauty at J. Crew.

J. Crew’s beauty ambassadors and makeup arCsts will be showing customers Cps and tricks about how to wear our beauty line. Our makeup is meant to finish off any look and we hope customers have fun mixing and matching our products to create a look that is uniquely their own. J. Crew will be holding this event in its store at 900 North Michigan Shops, 900 N. Michigan Ave., Chicago, IL, 60611.

Our staff will show aVendees what each product is and the best way to apply it depending on the look the customer is going for. AVendees will be able to purchase any product they see at the event and will receive a free sample with their purchase.

We are thrilled to be launching our beauty line and cannot wait to share it with our customers. Our team hopes that anyone who tries our makeup loves it just as much as we do!

Designer’s Bio Taylor Hall has been in the cosmeCcs industry for 10 years and has been a part of the J. Crew family for the last two. She graduated from Columbia College Chicago with a degree in Fashion Business and realized she had a passion for cosmeCcs through her studies. During her Cme at Columbia College Chicago, Taylor interned at Benefit CosmeCcs and became the Assistant Project Manager, New Product Planning upon graduaCon. Aoer six years at the company she became the Senior Project Manager and helped develop numerous products.

When word broke that J. Crew would be developing a new beauty line, Taylor, ready for a change, approached the company with ideas for the line. Upon review of her designs, J. Crew appointed Taylor to Chief CreaCve Director of Beauty.

Taylor wants to keep with J. Crew’s philosophy of using ethically sourced products that are made from natural ingredients. She hopes women feel as beauCful and will have just as much fun wearing J. Crew Beauty as she does.

Taylor permanently resides in New York City, but spends a lot of Cme traveling in search of the best ingredients for each product. In her free Cme she loves baking, taking walks through central park, and finding new cafes. You can keep up with Taylor and everything she is doing through her Instagram: @taylorhall.

Business Card

FoundaCon

1A1111B $25.00 Buff

Ivory

Beige

Honey

Toffee

Amber

Sienna

Espresso

This moderate coverage foundaCon leaves skin with a natural-­‐maVe finish. Perfect for combinaCon to oily skin types.

BB Cream

1A1252B $20.00 Buff

Ivory

Beige

Honey

Toffee

Amber

Sienna

Espresso

Offers SPF protecCon, anCoxidants, and enough coverage to banish imperfecCons. Gives skin everything it needs.

Powder

1A1383A $18.00 Buff

Ivory

Beige

Honey

Toffee

Amber

Sienna

Espresso

Ultra-­‐sheer texture gives the perfect maVe appearance, while maintaining a fresh look throughout the whole day.

Blush

1A14C49 $15.00 Peach

Plum

Nude

Rose

Berry

Fig

Our natural-­‐looking cheek color fits every skin tone. Gives that just-­‐pinched look.

Contour SCck

1A15FA7 $18.00

Bronze

Highlight

Contour sCck enhances your best features by bringing depth and highlight to your face. Long-­‐wearing formula.

Kohl Eyeliner

1A21H83 $12.00

Black

Brown

This precision liner glides on bold or superfine to enhance your look and define your eyes.

Liquid Eyeliner

1A22H71 $18.00

Black

Brown

Our liner pen ensures a clean line with one steady sweep. Made with our budge and smudge-­‐resistant formula.

Eye Shadow Quad 1A23J44 $25.00

Natural

Smokey

Violets

Greens

Blues

Wear shades alone or use together to create a customized look. Long-­‐wear formula.

Lengthening Mascara 1A24H65 $20.00

Black

Brown

Takes even the Cniest of lashes to extreme lengths. Eyes immediately look wider and more energized.

Volumizing Mascara 1A25H58 $20.00

Black

Brown

Intensifies volume and adds impact to lashes. Lashes get an instant boost of drama.

Brow Pencil

1A26O92 $15.00

Light Brown

Dark Brown

Blonde

A two-­‐in-­‐one tool for the perfect brow.

The pencil end shades and shapes, while the brush keeps brows groomed.

Brow Gel

1A27O66 $15.00

Light Brown

Dark Brown

Blonde

Our long-­‐wear gel Cnts, tames, and fills in brows for a fuller, more natural looking shape.

Lip Liner

1A31S83 $15.00 Coral

Red

Merlot

Light Pink

Strawberry

This non-­‐drying pencil keeps lipsCck in place. Line lips to prevent your lipsCck from bleeding or wear under your lipsCck for extended wear.

LipsCck

1A32SA4 $20.00 Coral

Red

Merlot

Light Pink

Strawberry

Our long-­‐wear formula won’t budge or dry out your lips and you’ll keep the just-­‐applied look for hours.