Merchandising: Concepts to Consumer
Vicky Alfaro
Uniqlo Cosmetics
Mission Statement Uniqlo Cosmetics specializes in hand-curating vegan and cruelty-free beauty products. We have devoted our energy and time to pick only the best plant-derived ingredients to create our cosmetics. The women who chose Uniqlo Cosmetics embrace an eco-friendly lifestyle by living simply, exploring often and consuming consciously. Uniqlo strives to provide access to products that will enhance women’s well-being while preserving the beauty of the planet. With every product sold, Uniqlo will use 5% of the profit to help and cultivate new plants at the japanese garden exhibit of the Huntington Botanical Gardens.
Mission Philosophy Uniqlo Cosmetics is a vegan cosmetic brand that is growing throughout the West Coast. We are independent boutiques located in the hearts of cities such as Portland, Seattle and San Francisco. Our brand takes pride in our merchandise, using recyclable goods for our packaging and producing them in house. The women we inspire embrace an eco-friendly lifestyle by living simply, exploring often and consuming consciously. As the seasons change, as does our skin. Here at Uniqlo, we have handpicked richer, bolder colors and moisturizing skin products for our Fall/Winter collection of 2017.
Uniqlo Cosmetics
Customer Demographics: Geographic Segmentation: Region: North America Cities: West Coast Population/Density: 580 K+, Urban Cities Climate: Has four distinct seasons, temperate weather Demographic Segmentation: Age: 18-30; Female Household: 1-4 persons Income: Avg. $45,000 Occupation: Student (Undergrad/Graduate), Professional Education: College Graduate Sociocultural Segmentation: All cultures & Religions Social Class: Middle/Working Class Single or newly-wed Affective & Cognitive Segmentation: Degree of Knowledge: Expert Benefits sought: Environmental friendly Attitude: Positive Behavioral Segmentation: Brand/Store Loyalty: Divided Usage Rate: Heavy User Status: Current and Potential User Payment method: Cash & Credit Media Usage: Magazines, Social Media, Newspaper Usage Situation: Home, Vacation, Social Events
Customer Psychographics Age: 18-30 Occupation/Level of Job: Student (Undergrad/Graduate) Live: West Coast Our consumers vary from single to married with one or two children. Education: Current student at University or Graduate. Interested in Environmental, Fashion, Liberal Art Studies Life Stage: Our consumer is either a current college student getting ready to graduate to a newly married, younger woman. Favorite Movies: Into the Wild, Any Wes Anderson Films Favorite Restaurants: Vegan/Vegetarian Restaurants Music: Indie/Classic Rock, Alternative Artists: Salvador Dali, Monet, Andy Warhol Very Tech-Savvy Shop: Free People, Reformation, Independent Boutiques Shopping Attitude: For fun & essentials Hobbies: Daily weekend getaways along the coast including hiking, trying new restaurants and checking out new boutiques.
A day in the life‌ Shay wakes up at 6:30am in her beautiful refurbished cabin home and gets ready for her commute to work. After making herself a Frenchpressed coffee and showering, she uses Uniqlo Cosmetics for her morning regime. Easy to use, mineral makeup that applies flawlessly and effortlessly. Shay works as a textile engineer so she likes to spend as little time getting ready as possible. She is a very sociable person and has lunch everyday with her fellow co-workers outside, picnic style. When 5pm comes, Shay hangs up her lab coat and reaches for her yoga mat and workout clothes. She’s an avid lover of exercise and meditation with her friends, bringing them together to catch up on everyday life. For dinner, Shay loves
Model Sheets Hydrating Primer Style #1A11731 $16.00
A hydrating primer that is a base for foundation which allows it to go on smoother.
Photofinish HD Foundation Style #1A12122 $40.00
A luminous foundation that applies on smoothly and leaves the skin hydrated.
Clay/Blemish Foundation Style #1A14512 $36.00
An acne-fighting foundation that helps prevent breakouts and smooths out current acne scars. Promotes healing of the skin.
Mineral Blush Style #1A13512 $26.00
A mineral blush that defines the cheeks and gives an illuminating look.
Mineral Bronzer Style #1A151412 $30.00
A mineral bronzer that adds dimension and definition wherever applied. Can be used to contour and as blush.
Setting Spray Style #1A16721 $18.00
A setting spray designed to preserve makeup for long periods of time and hydrate the skin.
Eyeliner Style #1A21232 $12.00
Applies on the eyes to make them appear larger.
Lengthening + Volumizing Mascara Style #1A22234 $18.00
A mascara that elongates and volumizes the eye lashes. Ingredients used helps promote the growth of the eyelashes.
Loose Powder Eyeshadow Style #1A23842 $14.00
Mineral rich eyeshadows that are high in pigment and gives the eyes a pop.
Matte Lip Cream Style #1A31435 $22.00
A matte lip cream that is both hydrating and long-wear. These lip creams last up to 8 hours while replenishing the lips with moisture.
Hydrating Lip Gloss Style #1A321135 $22.00
A hydrating lip gloss that adds shine and color while it repairs any sun damage or chapped lips.
Face Mask Style #1A43146 $25.00
A face mask that helps smooth lines, clear pores, repair sun damage and hydrates the skin.
Body Scrub Style #1A41947 $25.00
A body scrub that exfoliates away dead skin cells and blemishes. Promotes luminosity in the skin and leaves it moisturized.
Cost Sheets
Unit Distribution Plan
Planning Calendar
Invoice
Introductory Floor Plan
BOH: 1040 Sales: 416 EOH: 624
Key Code Sheet
Maintenance Floor Plan
BOH: 624 Sales: 249 EOH: 375
Clearance Floor Plan
BOH: 375 Sales: 150 EOH: 225
Fixtures Fixtures A & B Used to display foundations/blush/br onzers Max capacity 30 units
Fixtures C, D, E, and F Black Modern Storage Containers Has 12 drawers to hold cosmetics and an opening to dispose used makeup applicators. Each drawer holds up to 25 products. Used for holding extra products.
Fixture I Lipstick/Lip Gloss Display Stand The lip display stand will be smaller than in the picture but it will hold 35 units.
Fixture J Holds both wet & dry foundations. Will be slightly bigger for other colors, holds 18 units.
Fixture K Mascara & Eyeliner Display Will be smaller and hold 8 mascaras and 8 eyeliners.
Fixture L For Face Mask & Body Scrub Sample Will hold two testers
Marketing Budget Retail Sales: $26,110 Marketing Percentage: 15% Marketing Budget: $3,916.50
Marketing Plan Objective:
Sell through 15% of new merchandise during Grand Opening Event, September 15th, 2016.
Strategy:
Arrange a grand opening event to show new
collection
Tactics: • Hire employees and train them on products and makeup services • Contact local newspaper for an advertising ad • Hire DJ for music entertainment • Advertise through social media and create flyers to hand out • Buy light refreshments including snacks and champagne
Evaluation:
Have a marketing manager analyze sales from the week after grand opening, September 23rd, 2016.
Objective:
Increase in store sales by 25% by December 5th, 2018
Strategy:
Issue coupons 15% off merchandise and an extra 10% off clearance items.
Tactics: • Work with marketing team to develop design for coupons • Advise and train staff to hand out coupons to all customers • Advertise the coupons on social media (facebook, twitter, instagram) • Print coupons out and keep them on display at cash wrap
Evaluation:
Have the sales manager analyze sales produced from coupons and count how many coupons used, January 2nd 2019
Objective:
Increase web sales 15% by December
12th, 2018
Strategy: Tactics:
Create a website for brand
• Purchase a domain name • Hire graphic designer to create layout and design • Take photographs of merchandise for website, showing how the product is used • Launch website • Advertise website launch on all social media platforms, facebook, twitter, instagram
Evaluation:
Have the marketing manager analyze sales generated from web presence, January 2 nd, 2019
Objective: Increase brand awareness and loyalty July 15 th, 2016
Strategy: Create a loyalty program for customers Tactics: • Have a marketing team create the loyalty program, will be virtual. • Train employees on new program software • Register clients in store just by email and phone number • Advise staff to mention the loyalty program and its benefits to customer • After 100 points earned, free mini gifts will be given to customer
Evaluation: Have marketing manager see how many customers have signed up at end of the year, January 3 rd, 2018
Marketing Calendar
Uniqlo Cosmetics Press Release Contact: Telephone 847-987-7009 Uniqlo Cosmetics 837 E. Burnside St info@uniqlocosmetics.com For Immediate Release Grand Opening Event for Uniqlo Cosmetics Uniqlo Cosmetics will be opening its doors to the public to introduce its Fall 2017 Collection. At the grand opening event, we will be showcasing our new merchandise which feature vegan, Ecofriendly beauty products. The event will allow buyers to get a first hands on look and feel at all of our products! Uniqlo Cosmetics prides itself in making all of our merchandise in-house, so this will be our time to give our clients a hands on experience. The grand opening event will take place on Saturday September 15, 2017 at our Portland location at 827 E. Burnside St. starting at 12pm. Our trained makeup artists will also be teaching clients new techniques for a flawless look, suited to each and one of our client’s skin type and lifestyle.
About the Owner Victoria Alfaro was born in Puerto Rico but is currently residing in Chicago. She has been a freelance fashion stylist for many years. After completing her Bachelor’s Degree in Fashion Business, she decided it was time for her to build her own brand. She believes in not only providing quality vegan products but giving her customers an unforgettable shopping experience. She teaches her staff with up to date trends and techniques so that they get passed down to shoppers. Being an avid traveler, she respects brands who are eco-friendly and give back to
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