ks
NEW YORK Merchandising: Concept to Consumer By: Tran Nguyen
1
table of contents
1: cover sheet 2: table of contents 3: mission statement 4: mission philosophy 5: mood board 6-7: customer profile/ks’s customer 8-11: style # classifications/example 12-19: line sheets 20-27: cost sheets 28-31: development + distribution plans 32-33: introductory floor plan
34-36: key code sheets 37-38: fixtures 39: maintenance floor plan 40: clearance floor plan 41-43: marketing budget 44-47: marketing plan 48: marketing calendar 49: press release 50: company biography 51: business cards 52-59: line sheets 2
ks’s mission statement
we want to create a new way of living colorfully by introducing ks cosmetics, an extension of kate spade. ks cosmetics encourages her to experiment and discover her own personal style. ks continues to give her crisp color, graphic prints and playful sophistication, while maintaining kate spade’s incandescent charm.
3
ks’s mission philosophy
kate spade new york has over 175 locations internationally with 140 retail & outlet shops alone in the united states. by providing her a new way of living colorfully, we are launching ks cosmetics in the united states at our new york, chicago, and los angeles stores this summer 2017. ks cosmetics’ launch date initiates mid may through the end of august. welcome to ks cosmetics live colorfully 4
5
Segmentation Types/Bases Geographic Segmentation
customer profile
Demographic Segmentation
Sociocultural Segmentation
Affective and Cognitive Segmentation
Behavioral Segmentation
Illustrative Categories Region City Size Population density Climate
Northeast, Midwest, Southwest 2.5 million+ Urban and suburban Hot, temperate, and cold
Age Gender Household size Income
25-40 Female 1+ $40-70K
Occupation Education
Professional, middle class, fashion business woman College graduate
Culture
American, International business travelers
Sub culture
Businesswomen and International
Religion
N/A
National origin
N/A
Race
N/A
Social Class
Middle Class
Marital status
Single, married
Psychographics
Self starters, motivators, & achievers
Degree of knowledge Benefits sought
Proficient and expert Trying something new and for thrills
Attitude
Positive, energized, bold, risktaking
Brand loyalty Store loyalty Usage rate User status Payment method Media usage Usage situation
Vera Bradley, Lily Pulitzer, Betsy Johnson None, shops trendy, colorful collections Medium Potential/current user Cash & credit card Magazines, TV, Social Media Work, home, vacation
6
Age?
25-40
Occupation? Level of job? (exec, entry level, VP)
Entry to Senior Merchandise Buyer
Where do they live? Be specific. If you say New York, do they live in the East Village? Upper West Side? Chelsea?
ks’s customer
Murray Hill, New York, NY
Lincoln Park, Chicago, IL
Venice, Los Angeles, LA
Single or married? Kids?
Single or Married.
Maybe 1 or 2 kids.
Education Level? Where did they go to school and what did they study? BA in Fashion Business Mgmt @ FIT What life-stage are they in? post-college, newly married and nesting, empty nester, mid-life? Post college, newly married, almost mid-life Favorite movies?
Clueless, Breakfast at Tiffany's, Dirty Dancing, Pretty Woman
Favorite restaurants?
Serendipity 3, Wasabi (sushi place)
What magazines do they read? Vogue, Vanity Fair, and Cosmo Favorite music? Bands?
Pop, rock. Rihanna, Coldplay, and Lana Del Rey
Favorite artists and/or art movement? Are they tech-savvy?
Yes
What other designers do they like? Where do they shop?
Artist - Salvador Dali, Movement – Surrealism
Lily Pulitzer, Vera Bradley, Betsy Johnson
Nordstrom, AllSaints, local boutiques
Shopping attitude? Shop for fun, a necessary evil, very price-conscience, quality focused? Shop for fun, somewhat price conscience, somewhat quality focused, mostly for style What types of vacations do they like? Favorite locations? Getaways, honeymoon, & skiing trips, wine tasting. Favorite locations are Upstate NY, Napa Valley, & The Alps. What are their political views?
Varies
7
Hobbies? Goes out to eat with her friends, thrift shopping, goes for runs, biking, goes to art galleries & museums
style classifications 8
style number classifications STYLE NUMBERING SYSTEM
5: SUBCLASS 1
LIPGLOSS
1: YEAR 7
2017
1
VIVA VIVID PINK
2
ECLECTIC EFFECT GREEN
3
RADICAL RIPTIDE BLUE
1
VIVA VIVID PINK
2
ECLECTIC EFFECT GREEN
3
RADICAL RIPTIDE BLUE
1
BUBBLE POP PINK
2: SEASON A
SPRING 2
LIPSTICK
3: SIZE A
ONE SIZE
B
ONE PALETTE
C
THREE PALETTE 3 4: CLASS
MASCARA
1
LIPGLOSS
2
COOL CHARTREUSE GREEN
2
LIPSTICK
3
BAE WATCH BLUE
3
MASCARA
4
SWEET LICORICE BLACK
4
LIQUID EYELINER
5
GLISTENING GEM GRAY
5
EYESHADOW
6
VANILLA SWIRL WHITE
6
EYESHADOW BRUSH
9
sub classifications continuing
5: SUBCLASS CONTINUING 4
5
6
LIQUID EYELINER 1
BUBBLE POP PINK
2
COOL CHARTREUSE GREEN
3
BAE WATCH BLUE
4
SWEET LICORICE BLACK
5
GLISTENING GEM GRAY
6
VANILLA SWIRL WHITE
1
BUBBLE POP PINK
2
COOL CHARTREUSE GREEN
3
BAE WATCH BLUE
4
SWEET LICORICE BLACK
5
GLISTENING GEM GRAY
6
VANILLA SWIRL WHITE
7
PNK/GRN/BLU
8
BLK/GRY/WHT
1
FLAT SHADER
2
STIFF DOME
3
TAPERED BLENDING
4
PENCIL BRUSH
EYESHADOW
EYESHADOW BRUSHES
10
product example 7AA43 1. 2017 2. summer 3. one size 4. eyeliner 5. bae watch blue
11
line sheets 12
lipgloss line sheet - $22 0.11 oz lipgloss with black plastic case. Apply lipgloss with brush. Comes in 3 colors. The polka dots reflect on the color lipgloss. “ks� and spade are embroidered in gold. style #: 7AA11, 7AA12, 7AA13
13
lipstick line sheet - $32 0.11 oz lipstick with black plastic tube and cap. Comes in 3 colors. Bow tie designs reflect on the color of lipstick. “ks� and spade are embroidered in gold. style #: 7AA21, 7AA22, 7AA23
14
mascara line sheet - $26 .037 oz mascara with black plastic tube and cap. Comes in 6 colors. Every other stripe reflects on the mascara color. Apply with bristle brush. “ks� and spade are embroidered in gold. style #: 7AA31, 7AA32, 7AA33, 7AA34, 7AA35, 7AA36
15
eyeliner line sheet - $25 0.034 oz eyeliner encased in black plastic cap and tube. Apply mascara with brush. Comes in 6 colors. Highlights of eyeliner color is every other wave on cap and tube. “ks� and spade are embroidered in gold. style #: 7AA41, 7AA42, 7AA43, 7AA44, 7AA45, 7AA46
16
eyeshadow (1 palette) line sheet - $20 0.05 oz eyeshadow palette comes in 6 colors. Each plastic case reflects on eyeshadow color. “ks� and spade are embroidered in gold. style #: 7AB51, 7AB52, 7AB53, 7AB54, 7AB55, 7AB56
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eyeshadow (3 palette) line sheet - $35 0.15 oz eyeshadow palette comes in 2 different combinations – 3 ks cosmetics trademark colors and 3 neutral colors. Each palette plastic case has hues of colors corresponding to the colors in the palette. “ks� and spade are embroidered in gold. style #: 7AC57, 7AC58
18
eyeshadow brushes line sheet - $28 Brush shafts are matte black with trademark spade is on end. Ks eyeshadow brushes comes in flat shader, stiff dome, tapered blending, and pencil. “ks� and spade are embroidered in gold. style #: 7AA61, 7AA62, 7AA63, 7AA64
19
cost sheets 20
KS COSMETICS Date:
Product Description: Sizes: Colors:
10/11/2016 0.11 oz lipgloss with black plastic case. Apply lipgloss with brush. Comes in three colors. The polka dots reflect on the color lipgloss on tube. “Ks” and spade are embroidered in gold. ONE SIZE
Style # :
7AA11, 7AA12, 7AA13
Season:
SPRING 2017
VIVA VIVID PINK, ECLECTIC EFFECT GREEN, RADICAL RIPTIDE BLUE
Wholesale: Sug. Retail:
MATERIAL
QTY
LIPGLOSS LIQUID
PRICE 1
AMOUNT
$1.20
$1.20
TOTAL MATERIAL COST PLASTIC
$1.20 QTY
PRICE
AMOUNT
BRUSH
1
$0.40
$0.40
CAP
1
$0.80
$0.80
TUBE
1
$1.20
$1.20
TOTAL PLASTIC COST LABOR
$11.00 $22.00
$2.40 AMOUNT
MAKEUP CONTENT
$0.12
SHIPPING
$0.07
OVERHEAD
$0.06
MARKETING
$0.08
GROWTH
$0.07
TOTAL LABOR COST
$0.40
TOTAL COST OF PRODUCT:
$
Swatch
4.00
lipgloss cost sheet 21
KS COSMETICS Date:
10/11/2016 0.11 oz lipstick with black plastic tube and cap. Comes in three different colors. Bow tie designs reflect on the color Product Description: of lipstick. “Ks” and spade are embroidered in gold. Sizes: ONE SIZE Colors: VIVA VIVID PINK, ECLECTIC EFFECT GREEN, RADICAL RIPTIDE BLUE MATERIAL LIPSTICK ROLL
QTY 1
PLASTIC
1 1
PRICE AMOUNT $1.25 $1.25 $1.75 $1.75
TOTAL PLASTIC COST
$3.00 AMOUNT $0.13 $0.10 $0.07 $0.11 $0.09
TOTAL LABOR COST
TOTAL COST OF PRODUCT:
SPRING 2017 $16.00 $32.00
$1.50 QTY
LABOR MAKEUP CONTENT SHIPPING OVERHEAD MARKETING GROWTH
Season: Wholesale: Sug. Retail:
7AA21, 7AA22, 7AA23
PRICE AMOUNT $1.50 $1.50
TOTAL MATERIAL COST
CAP TUBE
Style # :
Swatch
$0.50
$
5.00
lipstick cost sheet 22
KS COSMETICS Date:
10/11/2016
Product Description: Sizes:
.037 oz mascara with black plastic tube and cap. Comes in 6 different colors. Every other stripe reflects on the mascara color. Apply with bristle brush. “KS” and spade are embroidered in gold. ONE SIZE Season:
Style # :
Colors:
BUBBLE POP PINK, COOL CHARTREUSE GREEN, Wholesale:
$13.00
BAE WATCH BLUE, SWEET LICORICE BLACK, GLISTENING GEM GRAY, VANILLA SWIRL WHITE Sug. Retail:
$26.00
MATERIAL MASCARA LIQUID TOTAL MATERIAL COST
QTY
PLASTIC BRUSH CAP TUBE TOTAL PLASTIC COST
QTY
1
PRICE AMOUNT $1.20 $1.20 $1.20
1 1 1
PRICE AMOUNT $0.40 $0.40 $0.80 $0.80 $1.20 $1.20 $2.40
LABOR MAKEUP CONTENT SHIPPING OVERHEAD MARKETING GROWTH TOTAL LABOR COST
AMOUNT $0.12 $0.07 $0.06 $0.08 $0.07 $0.40
TOTAL COST OF PRODUCT:
$
7AA31, 7AA32, 7AA33, 7AA34, 7AA35, 7AA36 SPRING 2017
Swatch
4.00
mascara cost sheet 23
KS COSMETICS Date:
10/11/2016
Style # :
0.034 oz eyeliner encased in black plastic cap and tube. Apply mascara with brush. Comes in 6 colors. Highlights of eyeliner color is every other wave on cap Product Description: and tube. “KS” and spade are embroidered in gold. Sizes: ONE SIZE Colors: BUBBLE POP PINK, COOL CHARTREUSE GREEN, BAE WATCH BLUE, SWEET LICORICE BLACK, GLISTENING GEM GRAY, VANILLA SWIRL WHITE MATERIAL EYELINER LIQUID
QTY 1
1 1 1
PRICE AMOUNT $0.45 $0.45 $0.90 $0.90 $1.35 $1.35
TOTAL PLASTIC COST
$2.70 AMOUNT $0.12 $0.08 $0.08 $0.09 $0.08
TOTAL LABOR COST
TOTAL COST OF PRODUCT:
$25.00
$1.35 QTY
LABOR MAKEUP CONTENT SHIPPING OVERHEAD MARKETING GROWTH
Sug. Retail:
PRICE AMOUNT $1.35 $1.35
TOTAL MATERIAL COST PLASTIC BRUSH CAP TUBE
Season: Wholesale:
7AA31, 7AA32, 7AA33 ,7AA34, 7AA35, 7AA36 SPRING 2017 $12.50
$0.45
$
4.50
eyeliner cost sheet 24
KS COSMETICS Date:
10/11/2016 Style # : 0.05 oz eyeshadow palette comes in 6 colors. Each plastic case reflects on eyeshadow color. “ks” and Product Description: spade are embroidered in gold.
7AB51, 7AB52, 7AB53, 7AB54, 7AB55, 7AB56
Sizes:
ONE PALETTE
Season:
Colors:
BUBBLE POP PINK, COOL CHARTREUSE GREEN, BAE WATCH BLUE, SWEET LICORICE
Wholesale:
$10.00
BLACK, GLISTENING GEM GRAY, VANILLA SWIRL WHITE
Sug. Retail:
$20.00
MATERIAL
QTY
EYESHADOW POWDER
PRICE AMOUNT 1
$1.05
$1.05
TOTAL MATERIAL COST PLASTIC
$1.05 QTY
PRICE AMOUNT
MIRROR
1
$0.70
$0.70
PALETTE
1
$1.40
$1.40
TOTAL PLASTIC COST LABOR
$2.10 AMOUNT
MAKEUP CONTENT
$0.10
SHIPPING
$0.07
OVERHEAD
$0.06
MARKETING
$0.07
GROWTH
$0.05
TOTAL LABOR COST
$0.35
TOTAL COST OF PRODUCT:
SPRING 2017
$
3.50
1 palette cost sheet 25
KS COSMETICS Date:
Product Description: Sizes:
10/11/2016 Style # : 0.15 oz eyeshadow palette comes in 2 different combinations – 3 ks cosmetics trademark colors and 3 neutral colors. Each palette plastic case has hues of colors corresponding to the colors in the palette. “Ks” and spade are embroidered in gold. ONE PALETTE Season:
Colors:
BUBBLE POP PINK + COOL CHARTREUSE GREEN + BAE WATCH BLUE,
Wholesale:
$17.50
SWEET LICORICE BLACK + GLISTENING GEM GRAY + VANILLA SWIRL WHITE
Sug. Retail:
$35.00
MATERIAL EYESHADOW POWDER
QTY 1
PLASTIC
$1.80 QTY 1 1
PRICE AMOUNT $1.20 $1.25 $2.40 $2.40
TOTAL PLASTIC COST LABOR MAKEUP CONTENT SHIPPING OVERHEAD MARKETING GROWTH
$3.65 AMOUNT $0.14 $0.12 $0.09 $0.10 $0.10
TOTAL LABOR COST
TOTAL COST OF PRODUCT:
SPRING 2017
PRICE AMOUNT $1.80 $1.80
TOTAL MATERIAL COST
MIRROR PALETTE
7AC57, 7AC58
$0.55
$
6.00
3 palette cost sheet 26
KS COSMETICS Date:
10/11/2016 Style # : Brush shafts are matte black with trademark spade is on end. ks eyeshadow brushes comes in flat shader, stiff dome, tapered blending, and pencil. “Ks” and Product Description: spade are embroidered in gold. Sizes: ONE SIZE Season: Colors: MATTE BLACK Wholesale: Sug. Retail: MATERIAL
QTY
PRICE
AMOUNT
BRISTLES
1
$0.90
$0.85
CAP
1
$0.60
$0.50
SHAFT
1
$1.20
$1.20
TOTAL MATERIAL COST LABOR
7AA61, 7AA62, 7AA63, 7AA64 SPRING 2017 $14.00 $28.00
$2.55 AMOUNT
MAKEUP CONTENT
$0.14
SHIPPING
$0.07
OVERHEAD
$0.08
MARKETING
$0.09
GROWTH
$0.07
TOTAL LABOR COST
$0.45
TOTAL COST OF PRODUCT:
$3.00
eyeshadow brushes cost sheet 27
development + distribution plans 28
development calendar KS’S PLANNING CALENDAR
SEASON/YEAR:
MONTH AUG SEP STEP 1 Research market, packaging & shipping labels STEP 2 Begin to design & sketch STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
STEP 9
STEP 10
STEP 11
SUMMER 2017
OCT
NOV
IN-STORE DELIVERY:
DEC
JAN
FEB
FEB-17
MAR
APR
MAY
Pick color swatches & make samples Early production, retail orders placed Major production begins Major production, in-store promotions Shipping period, in-store promotions Shipping period, in-store promotions Store Set Up
Track retail selling, plan for next season
29
unit distribution BEGIN SHIP
COMPLETE
LABEL
FEB
APR
ks by: kate spade
X
SEASON SUMMER 2017
NEW ORDER
DESCRIPTION
SHIPPED:
COLOR
SIZE 1 3 PALETT PALETT O/S E E
TOTAL UNITS
X
ORDINARY
WHOLES RETAI TOTAL ALE L WHOLESALE
TOTAL RETAIL
LIPGLOSS
VIVA VIVID PINK
X
11
$11.00 $22.00
$121.00
$242.00
LIPGLOSS
ECLECTIC EFFECT GREEN
X
8
$11.00 $22.00
$88.00
$176.00
LIPGLOSS
RADICAL RIPTIDE BLUE
X
8
$11.00 $22.00
$88.00
$176.00
LIPSTICK
VIVA VIVID PINK
X
11
$16.00 $32.00
$176.00
$352.00
LIPSTICK
ECLECTIC EFFECT GREEN
X
8
$16.00 $32.00
$128.00
$256.00
LIPSTICK
RADICAL RIPTIDE BLUE
X
8
$16.00 $32.00
$128.00
$256.00
MASCARA
BUBBLE GUM POP PINK
X
8
$18.00 $36.00
$144.00
$288.00
MASCARA
COOL CHARTREUSE GREEN
X
8
$18.00 $36.00
$144.00
$288.00
MASCARA
BAE WATCH BLUE
X
8
$18.00 $36.00
$144.00
$288.00
MASCARA
SWEET LICORICE BLACK
X
12
$18.00 $36.00
$216.00
$432.00
30
unit distribution
MASCARA
GLISTENING GEM GRAY
X
12
$18.00 $36.00
$216.00
$432.00
MASCARA
VANILLA SWIRL WHITE
X
11
$18.00 $36.00
$198.00
$396.00
EYELINER
BUBBLE GUM POP PINK
X
8
$12.50 $25.00
$100.00
$200.00
EYELINER
COOL CHARTREUSE GREEN
X
8
$12.50 $25.00
$100.00
$200.00
EYELINER
BAE WATCH BLUE
X
8
$12.50 $25.00
$100.00
$200.00
EYELINER
SWEET LICORICE BLACK
X
12
$12.50 $25.00
$150.00
$300.00
EYELINER
GLISTENING GEM GRAY
X
12
$12.50 $25.00
$150.00
$300.00
X
EYELINER
VANILLA SWIRL WHITE
11
$12.50 $25.00
$137.50
$275.00
EYESHADOW 1 PALETTE
BUBBLE GUM POP PINK
X
7
$10.00 $20.00
$70.00
$140.00
EYESHADOW 1 PALETTE
COOL CHARTREUSE GREEN
X
7
$10.00 $20.00
$70.00
$140.00
EYESHADOW 1 PALETTE
BAE WATCH BLUE
X
7
$10.00 $20.00
$70.00
$140.00
EYESHADOW 1 PALETTE
SWEET LICORICE BLACK
X
10
$10.00 $20.00
$100.00
$200.00
EYESHADOW 1 PALETTE
GLISTENING GEM GRAY
X
10
$10.00 $20.00
$100.00
$200.00
EYESHADOW 1 PALETTE
VANILLA SWIRL WHITE
X
10
$10.00 $20.00
$100.00
$200.00
EYESHADOW 3 PALETTE
PNK/GRN/BLUE
X
8
$17.50 $35.00
$140.00
$280.00
EYESHADOW 3 PALETTE
BLK/GRY/WHT
X
11
$17.50 $35.00
$192.50
$385.00
FLAT SHADER EYESHADOW BRUSH
BLK
X
7
$14.00 $28.00
$98.00
$196.00
STIFF DOME EYESHADOW BRUSH
BLK
X
7
$14.00 $28.00
$98.00
$196.00
TAPERED BLENDING EYESHADOW BRUSH BLK
X
7
$14.00 $28.00
$98.00
$196.00
X
7
$14.00 $28.00
$98.00
$196.00
PENCIL EYESHADOW BRUSH
BLK
Total
270
$3,763.00
$7,526.00
Grand Total
270
$3,763.00
$7,526.00
31
floor plans + fixtures 32
intro floor plan
C
A
cash wrap
Office/backstock /break room
B
changing rooms shoes
clothing racks + wall
guest seating fragrance
mannequins
New arrivals (jewelry + clothes)
mannequins
home
Beginning on Hand: 270 Sell: 173 End on Hand: 97
bags table + wall
33
FIXTURE A A A A A A A A A A A A A A A A A A A A A A A A A A A A A A
STYLE # 7AA11 7AA12 7AA13 7AA21 7AA22 7AA23 7AA31 7AA32 7AA33 7AA34 7AA35 7AA36 7AA41 7AA42 7AA43 7AA44 7AA45 7AA46 7AB51 7AB52 7AB53 7AB54 7AB55 7AB56 7AC57 7AC58 7AA61 7AA62 7AA63 7AA64
key code sheet DESCRIPTION LIPGLOSS: VIVA VIVID PINK LIPGLOSS: ECLECTIC EFFECT GREEN LIPGLOSS: RADICAL RIPTIDE BLUE LIPSTICK: VIVA VIVID PINK LIPSTICK: ECLECTIC EFFECT GREEN LIPSTICK: RADICAL RIPTIDE BLUE MASCARA: BUBBLE GUM POP PINK MASCARA: COOL CHARTREUSE GREEN MASCARA: BAE WATCH BLUE MASCARA: SWEET LICORICE BLACK MASCARA: GLISTENING GEM GRAY MASCARA: VANILLA SWIRL WHITE EYELINER: BUBBLE GUM POP PINK EYELINER: COOL CHARTREUSE GREEN EYELINER: BAE WATCH BLUE EYELINER: SWEET LICORICE BLACK EYELINER: GLISTENING GEM GRAY EYELINER: VANILLA SWIRL WHITE EYESHADOW 1 PALETTE: BUBBLE GUM POP PINK EYESHADOW 1 PALETTE: COOL CHARTREUSE GREEN EYESHADOW 1 PALETTE: BAE WATCH BLUE EYESHADOW 1 PALETTE: SWEET LICORICE BLACK EYESHADOW 1 PALETTE: GLISTENING GEM GRAY EYESHADOW 1 PALETTE: VANILLA SWIRL WHITE EYESHADOW 3 PALETTE: PNK/GRN/BLU EYESHADOW 3 PALETTE: BLK/GRY/WHT FLAT SHADER EYESHADOW BRUSH STIFF DOME EYESHADOW BRUSH TAPERED BLENDING EYESHADOW BRUSH PENCIL EYESHADOW BRUSH
# OF UNITS 5 4 4 5 4 4 4 4 4 6 6 5 4 4 4 6 6 5 3 3 3 4 4 4 4 5 3 3 3 3
34
B B B B B B B B B B B B B B B B B B B B B B B B B B B B B B
7AA11 7AA12 7AA13 7AA21 7AA22 7AA23 7AA31 7AA32 7AA33 7AA34 7AA35 7AA36 7AA41 7AA42 7AA43 7AA44 7AA45 7AA46 7AB51 7AB52 7AB53 7AB54 7AB55 7AB56 7AC57 7AC58 7AA61 7AA62 7AA63 7AA11
key code sheet LIPGLOSS: VIVA VIVID PINK LIPGLOSS: ECLECTIC EFFECT GREEN LIPGLOSS: RADICAL RIPTIDE BLUE LIPSTICK: VIVA VIVID PINK LIPSTICK: ECLECTIC EFFECT GREEN LIPSTICK: RADICAL RIPTIDE BLUE MASCARA: BUBBLE GUM POP PINK MASCARA: COOL CHARTREUSE GREEN MASCARA: BAE WATCH BLUE MASCARA: SWEET LICORICE BLACK MASCARA: GLISTENING GEM GRAY MASCARA: VANILLA SWIRL WHITE EYELINER: BUBBLE GUM POP PINK EYELINER: COOL CHARTREUSE GREEN EYELINER: BAE WATCH BLUE EYELINER: SWEET LICORICE BLACK EYELINER: GLISTENING GEM GRAY EYELINER: VANILLA SWIRL WHITE EYESHADOW 1 PALETTE: BUBBLE GUM POP PINK EYESHADOW 1 PALETTE: COOL CHARTREUSE GREEN EYESHADOW 1 PALETTE: BAE WATCH BLUE EYESHADOW 1 PALETTE: SWEET LICORICE BLACK EYESHADOW 1 PALETTE: GLISTENING GEM GRAY EYESHADOW 1 PALETTE: VANILLA SWIRL WHITE EYESHADOW 3 PALETTE: PNK/GRN/BLU EYESHADOW 3 PALETTE: BLK/GRY/WHT FLAT SHADER EYESHADOW BRUSH STIFF DOME EYESHADOW BRUSH TAPERED BLENDING EYESHADOW BRUSH PENCIL EYESHADOW BRUSH
3 2 2 3 2 2 2 2 2 3 3 3 2 2 2 3 3 3 2 2 2 3 3 3 2 3 2 2 2 2
35
C C C C C C C C C C C C C C C C C C C C C C C C C C C C C C
7AA12 7AA13 7AA21 7AA22 7AA23 7AA31 7AA32 7AA33 7AA34 7AA35 7AA36 7AA41 7AA42 7AA43 7AA44 7AA45 7AA46 7AB51 7AB52 7AB53 7AB54 7AB55 7AB56 7AC57 7AC58 7AA61 7AA62 7AA63 7AA64 7AA65
key code sheet
LIPGLOSS: VIVA VIVID PINK LIPGLOSS: ECLECTIC EFFECT GREEN LIPGLOSS: RADICAL RIPTIDE BLUE LIPSTICK: VIVA VIVID PINK LIPSTICK: ECLECTIC EFFECT GREEN LIPSTICK: RADICAL RIPTIDE BLUE MASCARA: BUBBLE GUM POP PINK MASCARA: COOL CHARTREUSE GREEN MASCARA: BAE WATCH BLUE MASCARA: SWEET LICORICE BLACK MASCARA: GLISTENING GEM GRAY MASCARA: VANILLA SWIRL WHITE EYELINER: BUBBLE GUM POP PINK EYELINER: COOL CHARTREUSE GREEN EYELINER: BAE WATCH BLUE EYELINER: SWEET LICORICE BLACK EYELINER: GLISTENING GEM GRAY EYELINER: VANILLA SWIRL WHITE EYESHADOW 1 PALETTE: BUBBLE GUM POP PINK EYESHADOW 1 PALETTE: COOL CHARTREUSE GREEN EYESHADOW 1 PALETTE: BAE WATCH BLUE EYESHADOW 1 PALETTE: SWEET LICORICE BLACK EYESHADOW 1 PALETTE: GLISTENING GEM GRAY EYESHADOW 1 PALETTE: VANILLA SWIRL WHITE EYESHADOW 3 PALETTE: PNK/GRN/BLU EYESHADOW 3 PALETTE: BLK/GRY/WHT FLAT SHADER EYESHADOW BRUSH STIFF DOME EYESHADOW BRUSH TAPERED BLENDING EYESHADOW BRUSH PENCIL EYESHADOW BRUSH GRAND TOTAL
3 2 2 3 2 2 2 2 2 3 3 3 2 2 2 3 3 3 2 2 2 3 3 3 2 3 2 2 2 2 270
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fixtures • tower that holds an abundance of cosmetics • sightline draws eye to ks cosmetics line • capacity: 100-150 • fixture: A
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fixtures: 4 layer gondola
• holds an array of cosmetic merchandise • bottom holds excess inventory • easy for make up artists to sell & work off of on each side • capacity: 70-100 • 2 fixtures: B & C 38
maintenance floor plan changing rooms
perfume
mannequins
clothes + accessories
shoes
home wall + shelf
cash wrap
Office/backstock/break room
B
guest seating
bags wall + tables
mannequins
A
Beginning on Hand: 97 Sell: 15 End on Hand: 82
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clearance floor plan changing rooms
home
mannequins
cash wrap shoes
bags wall + table
A
Office/backstock/break room
in style clothes
guest seating
perfume
mannequins
clothes table + wall
Beginning on Hand: 82 Sell: 14 End on Hand: 68
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marketing plan 41
marketing budget TOTAL RETAIL SALES:
$7,526
% MARKETING BUDGET:
15%
$ MARKETING BUDGET:
$1,129
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marketing budget $ MARKETING BUDGET: # OF STORE LOCATIONS:
$1,129 20
GRAND TOTAL MARKETING BUDGET: $22,580
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marketing plan 1
OBJECTIVE:
To welcome and introduce customers to ks cosmetics. This tactic won’t necessarily drive sales, but more for bringing awareness to the new line.
STRATEGY:
Launch brunch parties at NYC, Chicago, and LA flagship stores
TACTICS:
Create sample gift boxes DJ (3 hours) Insurance Clean Up Catering Drinks (Prosecco, bubblies, wine) Mass email to all Kate Spade members Social Media: Facebook, Instagram, Twitter Geotag event through Snapchat
EVALUATION METHOD: Have product development team evaluate what product/color is popular on May 20, 2017
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marketing plan 2
OBJECTIVE:
To get foot traffic into the stores to drive sales and let our customers get hands on experience with our products
STRATEGY:
Free makeovers at NYC, Chicago, and LA flagship stores for exclusive members
TACTICS:
Have 4 makeup artists work in each store Clean Up Mass email to exclusive members Social Media: Facebook, Instagram, Twitter Geotag event through Snapchat
EVALUATION METHOD: Have product development team project sales by June 25, 2017
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marketing plan 3
OBJECTIVE:
Driving sales online by 10% by July 11, 2017
STRATEGY:
Have New York Beauty Blogger endorse product via Instagram: Lara Eurdolian
TACTICS:
Pay blogger for endorsement Send merchandising kit to blogger Develop hashtag # for ks cosmetics Social Media: Facebook, Instagram, Twitter
EVALUATION METHOD: Have marketing manager look at online sales on July 12, 2017
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marketing plan 4
OBJECTIVE:
Driving instore sales by 15% by August 22nd, 2017. This will create hype and bring more foot traffic into the store. People can enter for the raffles and shop our collection as well.
STRATEGY:
Give away 6 free kits at flagship stores in NY, Chicago, LA, Houston, Phoenix, & San Diego
TACTICS:
Prepare merchandise in boxes Social Media: Facebook, Instagram, Twitter People enter through raffle flagship stores Geotag Snapchat at locations Announce winners via social media Send kits to winners
EVALUATION METHOD: Have marketing manager look at in store sales on August 23rd, 2017
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1
STRATEGY INSTORE GRAND OPENING BRUNCH PARTY FOR NYC, CHICAGO, & LA FLAGSHIP STORES
marketing calendar TACTICS CREATE SAMPLE GIFT BOXES DJ (FOR 3 HOURS) INSURANCE CLEAN UP CATERING DRINKS (PROSECCO, BUBBLIES, WINE) MASS EMAIL TO ALL KATE SPADE MEMBERS SOCIAL MEDIA: FACEBOOK, INSTAGRAM, TWITTER GEOTAG EVENT THROUGH SNAPCHAT
PERSON RESPONSIBLE PRODUCT DEVELOPMENT MANAGER MARKETING MANAGER MARKETING MANAGER MARKETING MANAGER MARKETING MANAGER MARKETING MANAGER MARKETING MANAGER SOCIAL MEDIA MANAGER SOCIAL MEDIA MANAGER
2
FREE MAKEOVERS AT NY, CHICAGO, & MASS EMAIL TO EXCLUSIVE MEMBERS LA FLAGSHIP STORES FOR EXCLUSIVE MEMBERS CLEAN UP HAVE 4 MAKE UP ARTISTS WORK IN EACH STORE SOCIAL MEDIA: FACEBOOK, INSTAGRAM, TWITTER GEOTAG EVENT THROUGH SNAPCHAT
MARKETING MANAGER MARKETING MANAGER PAYROLL MANAGER SOCIAL MEDIA MANAGER SOCIAL MEDIA MANAGER
3
HAVE NEW YORK BEAUTY BLOGGER ENDORSE PRODUCT VIA INSTAGRAM: LARA EURDOLIAN
PAY BLOGGER FOR ENDORSEMENT SEND MERCHANDISE KIT TO BLOGGER DEVELOP HASHTAG # FOR KS COSMETICS SOCIAL MEDIA: FACEBOOK, INSTAGRAM, TWITTER
4
GIVE AWAY 6 FREE KITS AT FLAGSHIP STORES NYC, CHICAGO, LA, HOUSTON,
PREPARE MERCHANDISE IN BOXES SOCIAL MEDIA: FACEBOOK, INSTAGRAM, TWITTER PEOPLE ENTER THROUGH RAFFLE AT FLAGSHIP STORE GEOTAG SNAPCHAT AT LOCATIONS ANNOUNCE WINNERS VIA SOCIAL MEDIA SEND KITS TO WINNERS
PHOENIX, AND SAN DIEGO
BUDGET COMPLETION DATE $1,200 21-Mar $4,200 28-Mar $316 7-Apr $400 7-Apr $2,880 13-Apr $1,650 13-Apr $140 5-May $450 14-May $30 14-May $140 $100 $240 $450 $30
10-Jun 17-Jun 17-Jun 17-Jun 17-Jun
PAYROLL MANAGER SHIPPING/RECEIVING OPERATIONS MARKETING & SOCIAL MEDIA MANAGER SOCIAL MEDIA MANAGER
$5,000 $775 $0 $450
30-May 30-May 14-Jun 14-Jun
PRODUCT DEVELOPMENT MANAGER SOCIAL MEDIA MANAGER
$4,620 $135
15-Jul 5-Aug
$0 $60 $90 $44
5-Aug 6-Aug 6-Aug 7-Aug
STORE MANAGERS AT FLAGSHIPS MARKETING MANAGER SOCIAL MEDIA MANAGER SHIPPING/RECEIVING OPERATIONS
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press release
0
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about the company
kate brosnahan spade, set out to design sleek, utilitarian shapes and colorful palettes – therefore, created kate spade new york in 1993. the company has over 175 locations internationally with 140 retail & outlet shops alone in the united states, offering everything from fashion to household items. the only essential item missing to truly live colorfully was cosmetics. and ks cosmetics was born. launching this summer 2017, ks cosmetics continues to give her crisp color, graphic prints and playful sophistication, while maintaining kate spade’s incandescent charm. 50
business cards
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line sheets 52
lipgloss line sheet - $22 0.11 oz lipgloss with black plastic case. Apply lipgloss with brush. Comes in 3 colors. The polka dots reflect on the color lipgloss. “ks� and spade are embroidered in gold. style #: 7AA11, 7AA12, 7AA13
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lipstick line sheet - $32 0.11 oz lipstick with black plastic tube and cap. Comes in 3 colors. Bow tie designs reflect on the color of lipstick. “ks� and spade are embroidered in gold. style #: 7AA21, 7AA22, 7AA23
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mascara line sheet - $26 .037 oz mascara with black plastic tube and cap. Comes in 6 colors. Every other stripe reflects on the mascara color. Apply with bristle brush. “ks� and spade are embroidered in gold. style #: 7AA31, 7AA32, 7AA33, 7AA34, 7AA35, 7AA36
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eyeliner line sheet - $25 0.034 oz eyeliner encased in black plastic cap and tube. Apply mascara with brush. Comes in 6 colors. Highlights of eyeliner color is every other wave on cap and tube. “ks� and spade are embroidered in gold. style #: 7AA41, 7AA42, 7AA43, 7AA44, 7AA45, 7AA46
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eyeshadow (1 palette) line sheet - $20 0.05 oz eyeshadow palette comes in 6 colors. Each plastic case reflects on eyeshadow color. “ks� and spade are embroidered in gold. style #: 7AB51, 7AB52, 7AB53, 7AB54, 7AB55, 7AB56
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eyeshadow (3 palette) line sheet - $35 0.15 oz eyeshadow palette comes in 2 different combinations – 3 ks cosmetics trademark colors and 3 neutral colors. Each palette plastic case has hues of colors corresponding to the colors in the palette. “ks� and spade are embroidered in gold. style #: 7AC57, 7AC58
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eyeshadow brushes line sheet - $28 Brush shafts are matte black with trademark spade is on end. Ks eyeshadow brushes comes in flat shader, stiff dome, tapered blending, and pencil. “ks� and spade are embroidered in gold. style #: 7AA61, 7AA62, 7AA63, 7AA64
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