KS Comestics - Brand Extension of Kate Spade

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

17

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.

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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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