Royalty Homeware

Table of Contents

Market Analysis-----Page 8 Consumer-----Pages 9-10

Market Outlook-----Page 11 Competition-----Pages 12-13

Forecasting Short-Term-----Page 14 Forecasting Long-Term-----Page 15

Company Description-----Page 2 Company History-----Page 3 Integration Map-----Page 4

Product Overview-----Page 5 Product Mix-----Pages 6-7

Color Board-----Page 17

Details Board-----Page 18 Line Sheet-----Pages 19-20

Costing Spec-----Page 21 Branding-----Page 22

Advertisement-----Page 23 Sources-----Page 24 Thank You-----Page 25

Executive Summary-----Page 1 Concept Board-----Page 16

Executive Summary We decided to integrate a bed and bath line to the prestigious Saks Fifth Avenue because we felt that this would be the best move for the brand in order to grow and reach more customers. Several of Saks Fifth Avenue’s competitors have already ventured off to the home line department with that being said we also want to keep up with our competitors.

Company Description

Company History • Saks Incorporated was established in 1924 by Horace Saks and

Bernard Gimbel who wanted to create a unique specialty store that concurred with fashion and elegant living.

• The first Saks Fifth Avenue was in the Manhattan area of New York city. They later expanded al over the country.

• Saks were the first to launch America’s first Dior boutique in the 1970’s and Donna Karan’s debut collection in 1980’s.

• They have branded themselves to have the highest quality of men’s and women’s fashions and they are very proud of their exceptional customer service.

• In a few words Saks Fifth Avenue can be best described as tasteful and elegance.

Integration Map

Saks Incorporated

Off 5th Saks.com Saks Fifth Avenue FashionFix.com Saks

Direct

Product Overview Saks Fifth Avenue is now introducing Royalty Ware the newest and most lavish homeware line. Royalty Ware executes luxury, elegant, and quality. We have developed a small line of bath and bedroom accessories to debut into the Saks empire. This line will complete the lifestyle to the Saks consumer that loves to surround themselves in beautiful garnishing.

Product Mix Trash Cans

Tissue Box Covers

Tooth Bush Holders

Soap Dispensers

Cotton Ball Containers

Towel Set Includes: Wash cloth Hand Towel Body Towel

Soap Dishes Floor Mats

Product Mix Bed Skirt

Decorative Pillows

Duvet Covers

Fitted Sheets Pillows

Loose Sheets

Market Analysis

Consumer

Money & Brains High incomes, advanced degrees, and sophisticated tastes •Married with children •45-65 •Live in fashionable homes •Career in management •Household income: $93,457

Young Digerati Tech-savvy and live in fashionable neighborhoods, they are highly educated, and ethnically mixed, communities are typically filled with trendy apartments and condos. •Wealthy younger family mix •25-44 •Career in management •Household income: $91,104

• Women and men • Ages 25 & up • We target a customer who have recently gotten married and are

looking for luxurious pieces to fill their new homes.

Consumer VALS Achievers Achievers have goal-oriented lifestyles and a deep commitment to career and family. Their social lives reflect this focus and are structured around family, their place of worship, and work.

VALS Innovators Innovators are successful, sophisticated, take-charge people with high self-esteem. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.

Buyers Market

Consumers in need for homeware

New home sales has boosted shares of homebuilders Homebuilding index up 17 percent this year, compared with a 9.3 percent gain for the Standard & Poor’s 500 Index.

Market Outlook

Competition Barney’s New York is a luxury department store chain sells designer apparel for men, women, and children; shoes; accessories; and home furnishings.

Décor $115

Gourmet

Home Fragrance

$84

Table Top $285

Desk

Books & Games

Pillows & Throws

$225 Tech & Travel $125

Competition Bloomingdale's is committed to once again lead the way with exclusive merchandise, customized services, and alternative shopping venues. Carrying on the Bloomingdale's brothers' dream, we're always finding ways to set our stores apart. That's both the legacy and the promise of Bloomingdale's.

Bloomingdale's "Basic Essentials” Sateen Sheet

Sets$139.99

Bloomingdale's "Platinum Elite" Towels $11-$62.50

Concepts Patterns

Colors

Forecasting Short-Term

Forecasting Long-Term Differentiating Our

Selves from Our Competitors

Goals •Successful brand extension •Establish customer base

•Effective marketing and branding

Concept Board

Color Board

Dark Spring Slate Raw Amber Harlequin Moscow Gold

Sepia Glitzy Golden Antique Brass Opulence Chestnut

Details Board Trimming

Decorative Details

Line Sheet

Line Sheet

Date: 10/20/2012

Account: Saks.com

Group Name: Holiday Sheets

Size Range: Full-California King

Label: Royalty

Factory: Saks Fifth Ave

Quantity: TBD

Target Cost: $52

Target Retail: $105

Garment Details

Ref#: B5300 Fabric: 100% Egyptian Cotton

Trim: 100% Egyptian Cotton

Trim Yield: 2 Yards

Notes:

Skirt

Trim

Costing Spec

Branding Letter Head

Business Card

Hang Tags

Website

Live Like Royalty

Advertisement

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ℜ""bathroom Accessory Set Stainless Steel" :." Bathroom Accessory Set Stainless Steel-Bathroom Accessory Set Stainless Steel Manufacturers, Suppliers and

Exporters on Alibaba.com. Web. 02 Mar. 2012. <http://www.alibaba.com/showroom/bathroom-accessory-set-stainless-steel.html>.

ℜ"Features & Trends." Homeware Trends and Styles for 2012. Web. 02 Mar. 2012.

<http://www.matalan.co.uk/fcp/departmenthome/brand/home-trends>.

ℜ"Interior Design, Interior Decorating Ideas, Home Improvement." 2011-2012 Trends in Interior Design. Web. 02 Mar. 2012.

<http://www.adesignerspot.com/decorating-styles/2011-2012-trends-in-interior-design.html>.

ℜ"Our History â�� About Us | Bloomingdale's." Our History â�� About Us. Web. 02 Mar. 2012.

<http://www1.bloomingdales.com/media/about/history.jsp>.

ℜ"Tag Archives: Homeware Trends." Homeware Trends. Web. 02 Mar. 2012. <http://www.trendbible.co.uk/blog/tag/homeware-trends/>.

ℜ"VALS| VALSTypes | Innovators | SBI." Strategic Business Insights. Web. 02 Mar. 2012.

<http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml>.

ℜ"Wholesale Ceramic Bathroom Set." - Buy China from Chinese Wholesalers. Web. 02 Mar. 2012. <http://www.dhgate.com/wholesale/ceramic

bathroom set.html>.

ℜ"Wholesale Towel Supply." Wholesale Towels. Web. 02 Mar. 2012. <http://www.usatowl.com/>.

ℜ"ZIPskinny Demographic Information for 10600 -." ZIPskinny. Web. 02 Mar. 2012. <http://zipskinny.com/index.php?zip=10600>.

Thank You By: Sonia Luevanos

& Sophia Griego