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1 | P a g e
Chloé In Collaboration with Target to Benefit Habitat for Humanity
Ariel DeLaRosa
Merchandise Management
Fall 2012
2 | P a g e
Table Of Contents
1. Executive Summary …………………………………………………………………………………………………………. 4
2. Company Mission ………………………………………………………………………………………………………….. 5
3. Vision Statement ………………………………………………………………………………………………………………. 6
4. Social Responsibilty Partnership …………………………………………………………………………………. 7
5. Customer Profile ……………………………………………………………………………………………………………….. 8
6. Customer Narrative …………………………………………………………………………………………………………… 9
7. Brand Extension …………………………………………………………………………………………………………………. 10
8. Inspiration Images .................................................................................................................. .. 12
9. Group Overview Images……………………………………………………………………………………………………. 13
10. Assortment/ Classification Plan……………………………………………………………………………………….. 14
11. Cost Sheets …………………………………………………………………………………………………………………………… 16
12. Line Sheets…………………………………………………………………………………………………………………………………27
13. Brand identity……………………………………………………………………………………………………………………………. 28
14. Retail Partner……………………………………………………………………………………………………………………………..29
15. Distribution……………………………………………………………………………………………………………………………… 30
16. Purchase order…………………………………………………………………………………………………………………….… 31
17. Sales ……………………………………………………………………………………………………………………………………….. 32
18. Floor Plan ……………………………………………………………………………………………………………………………33
19. Marketing ………………………………………………………………………………………………………………………….. 34
20. Press kit …………………………………………………………………………………………………………………………………38
21. Bibliography
3 | P a g e
Part I
4 | P a g e
Executive Summary A collaboration between Chloe and Target for a home bedding collection that
proceeds from the sale benefit Habitat for Humanity. The collection is for today’s
modern, young, woman and her venture in the big city. Rest is essential for her busy
lifestyle and that is why coming home to her brand new bed-set designed by Chloe is
important for her. The designs are reflect our stylish and romantic customer.
5 | P a g e
Company Mission
Our Chloe brand is for the feminine yet free spirited woman who is always on the go,
but pursues a flawless, natural look. We create body-conscious clothes made of the
finest fabrics as well accessories that will stay in a woman’s closet for a lifetime.
6 | P a g e
Company Vision
Chloé is one of the world leading fashion design companies, encompassing jewelry,
watches, premium accessories and other luxury products.
Chloé focuses on increasing awareness and desirability by developing creative
products and appropriate marketing programs. Chloé’s products are sold through a
network of boutiques and department stores all over the world.
7 | P a g e
Social Responsibilty Partnership
This fall we are debuting “Nuit by Chloe” which translates into night in French. We
know our consumers are hardworking and trendy women who deserve comfortable
bedding set after a long day of work. The collection will be sold at Target for very
affordable prices. 10% of all proceeds from the collection will go to Habitat for
Humanity. We are also donating a bed set to 100 new homes built this season. Like
our clothing, we know our bedding would last a lifetime.
8 | P a g e
Customer Profile SEGMENTATION TYPE BASES
ILLUSTRATIVE CATEGORIES
Geographic Segmentation
Region United States
City Size Up to 1,000,000 +
Population Density Urban Cities, major metropolitan areas
Climate Four seasons
Demographic Segmentation
Age 25-40
Gender Female
Household Size 1-2. This female usually lives alone or with one rommate
Income $25,000-$50,000
Occupation Young Professional, Recent College graduate
Socioculture Segmentation
Culture European
Subculture
Religion Catholic, Christian, Lutheran, Agnostic
National Origin English, Swedish, German, French
Race White
Social Class Middle-Upper Class
Marital Status Serious relationship
Psycographic Achiever
Effective and Cognitive Segmentation
Degree of Knowledge Expert
Benefits Sought Prestige
Attitude Positive
Behaivor Segmentation
Brand Loyalty Undivided loyalty
Store Loyalty Undivided Loyalty
Usage Rate Heavy
User Status Current
Payment Method Credit Card
Media Method Magazine
Usage Situation Work and Vacation
9 | P a g e
Customer Narrative
At 7 a.m. Lillian wakes up from the purring of her two year old cat Sebastian.
It’s a cool, crisp, September morning and the sun fills her one bedroom Logan Square
apartment. She exhales a big yawn and heads to her kitchen where she makes herself
a cup of coffee and enjoys the moment on her back deck with her cat, coffee, and
variety of houseplants. After about twenty minutes of relaxation time Lillian heads
back into her apartment and gets ready for her work day. Her outfit for with is
simple: Blue jeans, a chunky beige sweater, knee-high riding boots and a simple, and a
heart gold necklace her grandmother gave her before she passed away.
At 8:30 Lillian begins her commute to work (she is able to take the CTA train)
which is in an interior design showroom at the Merchandise Mart in the River North
area. She has worked at the showroom for two years now. After Graduating from the
School of the Art Institute in Chicago with a degree in Art History and Art
Management, Lillian started off as a part-time administrative assistant. Being the
natural go-getter that she was she was quickly promoted as a consultant for the
company. Her day is usually filled with meetings with prospective clients, filling their
orders and needs, and general management of the showroom.
Lillian’s work day ends between 4-5:30 where she then heads back on the blue
line to the trendy Wicker Park neighborhood. She meets her boyfriend and a couple
friends at Big Star where they enjoy some tacos and drinks. After Big Star her and her
boyfriend usually bicker at whose apartment they are going to sleep at and tonight it
is Lillian’s. Before taking a cab ride home they stop at the store to pick up a bottle of
wine and a movie. Lillian usually falls asleep during the movie.
On the weekend Lillian enjoys vintage shops, farmer’s markets, bike riding,
going to concerts and trendiest and newest bars in Chicago. She is always doing
something. She is very fashionable yet simple. Solid colors and neutrals fill her closet,
but she always has a nice handbag, shoes, or accessory that tends to stand out. When
she vacations she goes to a simple beach house in Michigan or retreat in the
mountains in Colorado.
10 | P a g e
Brand Extension Rational
This fall Chloé will debut its first ever bedding collection, Nuit, at three Target locations in the United States. Chloe is a brand that is known
for its feminine clothing and accessories that last a life time. We know the
women who wear are brand are keep it for more than one season. We also
know that there are a lot of young women who wish to buy our product,
but might not necessarily have the income to buy our product. Our
customer is a young, working professional, with their first apartment in the
big city and strays away from the college apartment they had. They want
more “grown-up” furniture and décor to fill their apartment and are willing
to spend a little more money.
After a long day of work a comfortable bed is a must and that is
where our bedding set comes in. There are two major designs that can be
bought together or separately at affordable prices. They are very stylish and
comfortable and customers who purchase the bedding set will keep it in
their home for a very long time.
11 | P a g e
Part II
12 | P a g e
Inspiration Images
13 | P a g e
Group Overview Images
The Paisley Collection
The Fall Flower Collection
14 | P a g e
Assortment/Classification Plan The Fall Flower Collection:
1. The Sky Blue quilt Sham 1C54A81
1. 2012
2. Fall
3. Bedding
4. Sham
5. Fitted
6. Blue
7. Cotton
2. The Fall Flower Pillow Case 1C51A11
1. 2012
2. Fall
3. Bedding
4. Pillow Case
5. Fitted
6. Multi
7. Cotton
3. The Striped Bed-Sheet 1C52B61
1. 2012
2. Fall
3. Bedding
4. Sheet
5. Flat
6. Yellow
7. Cotton
4. Fall Flower Duvet 1C53B11
1. 2012
2. Fall
3. Bedding
4. Duvet
5. Flat
6. Multi
7. Cotton
5. Solid Quilt 1C534B81
1. Fall
2. 2012
3. Bedding
4. Quilt
5. Flat
6. Blue
7. Cotton
15 | P a g e
Assortment/Classification Plan The Paisley Collection:
1. The yellow quilt Sham 1C54A61
1. 2012
2. Fall
3. Bedding
4. Sham
5. Fitted
6. Yellow
7. Cotton
2. The Paisley Pillow Case 1C51A141
1. 2012
2. Fall
3. Bedding
4. Pillow Case
5. Fitted
6. Multi
7. Red
8. Cotton
3. The Striped Bed-Sheet 1C52B71
1. 2012
2. Fall
3. Bedding
4. Sheet
5. Flat
6. Green
7. Cotton
4. Paisley Duvet 1C53B141
1. 2012
2. Fall
3. Bedding
4. Duvet
5. Flat
6. Multi
7. Red
8. Cotton
5. Solid Quilt 1C534B61
1. Fall
2. 2012
3. Bedding
4. Quilt
5. Flat
6. Yellow
7. Cotton
16 | P a g e
Line Sheets 1.
2.
The Paisley Pillow Case 1C51A141 The Fall Flower Pillow Case 1C51A11
Wholesale $15 Retail $30 wholesale $15 Retail $30
The yellow quilt Sham 1C54A61 The Sky Blue quilt Sham 1C54A81$
Wholesale $32 Retail $64 Wholesale $32 Retail $64
The Striped Bed-Sheet 1C52B71 The Striped Bed-Sheet 1C52B61
Wholesale $25 Retail $50 Wholesale $25 Retail $50
17 | P a g e
Paisley Duvet 1C53B141 Fall Flower Duvet 1C53B11
Wholesale $70 Retail $140 Wholesale $70 Retail $140
Solid Quilt 1C534B61 Solid Quilt 1C534B81
Wholesale $15 Retail $30 Wholesale $15 Retail $30
18 | P a g e
Part III
19 | P a g e
Brand Identity/ Competitive Edge
Young. Romantic. Stylish.
Selling Appeal
The Chloe bedding set is for the young professional who just moved into her first “big girl” apartment. The apartment is decorated to in a tasteful manner and that includes her bedroom. Our customer needs a comfortable bed set after a long day of work, yet stylish to meet her personal style. The prices aren’t very high and are made of 100% cotton for a peaceful night of sleep for the long day our woman has. These bed sheets if properly taken care of are sure to last a couple of years. Ten percent of all sales from the collection will go to Habitat for Humanity.
Stylish
Affordable
Benefits a charity.
Distinct Characteristics
The Chloe for bedding line has many distinct characteristics. One, Chloe hasn’t made a bedding set or a budget line yet. The quality is well made to fit the luxury of her clothing. There are two different color palettes (paisley and flower) that our customer can choose from.
This is the first Budget line from Chloé all items are sold for under $100.
There are two unique sets to choose from that are a classic style can last a lifetime.
The bedding is made of good quality, our customer will get a good night of sleep.
20 | P a g e
Retail/ Partner Distribution For Nuit by Chloé, the brand will be selling its bed set at three Target flagship stores
in the United States, in New York, Chicago, and Los Angeles. Each Store will be given
a limited amount of quantity in the products since it is an exclusive item. The three
store locations are as follows:
1. LA Central 735 S Figueroa St Los Angeles, CA, 90017 (213) 330-4543
2. Chicago State St. 1 S State St Chicago, IL 60603 (312) 279-2133
3. Brooklyn Junction 1598 Flatbush Ave Brooklyn, NY 11210 (718) 637-5005
21 | P a g e
Production Calendar
Feb March April May June July Aug Sept Oct Nov/Dec
1 Research Marketing
2 Begin design and
sketch
3 Swatch
and begin
to make
samples
4 Early
Production Retail orders Placed
5 Major
Production Begins
6 Major
Production Continues
7 Major
production/in store promo
8 Shipping
9
Store-Set-up
10 Track sales
22 | P a g e
Purchase Order/ Unit
Distribution
Ven# Vendor Name Beg. Ship Complete Terms Label Dept Season Buyer Date PO# Retailer
111967 Chloe 1-Oct-12 15-Oct-12 non-negotiable Chloe
Home-Bedding Fall 12 John 10/27/2012 1123 Target
New Order :: Ordinary Shipping
Style # Description Color TTL Units Wholsale Retai l TWS TR
1C54A81 Sky Blue Quilt Sham blue 261 270 276 807 32.00$ 64.00$ 25,824.00$ 51,648.00$
1C51A11 Fall Flower Pillow Case floral 261 270 276 807 15.00$ 30.00$ 12,105.00$ 24,210.00$
1C52B61 Striped bed sheet yellow 261 270 276 807 25.00$ 50.00$ 20,175.00$ 40,350.00$
1C53B11 Fall Flower Duvet floral 261 270 276 807 70.00$ 140.00$ 56,490.00$ 112,980.00$
1C534B81 Solid quilt yellow 261 270 276 807 15.00$ 30.00$ 12,105.00$ 24,210.00$
1C54A61 Solid quilt Sham Yellow 282 285 294 861 32.00$ 64.00$ 27,552.00$ 55,104.00$
1C51A141 Striped Pillow Case Green 282 285 294 861 15.00$ 30.00$ 12,915.00$ 25,830.00$
1C52B71 Striped Bed Sheet Green 282 285 294 861 25.00$ 50.00$ 21,525.00$ 43,050.00$
1C53B141 Paisley Duvet Green 282 285 294 861 70.00$ 140.00$ 60,270.00$ 120,540.00$
1C534B61 Striped quilt yellow and green 282 285 294 861 15.00$ 30.00$ 12,915.00$ 25,830.00$
8340 261,876.00$ 523,752.00$
23 | P a g e
Sales Projection
Introduct ion - 4 wks input # `
Product Units Sold On Hand 30% of total units=2502
Duvets 1668 518 1150
Pillow Cases 1668 502 1166
Bed Sheets 1668 445 1223
Shams 1668 435 1233
Quilts 1668 550 1118
0
0
Total 8340 2450 5890
Maintanence - 4 wks auto input auto
Product Units Sold On Hand 50% of total units=4170
Duvets 1240 712 528
Pillow Cases 1166 875 291
Bed Sheets 1223 802 421
Shams 1233 695 538
Quilts 1118 892 226
0
0
Total 5980 3976 2004
Clearance - 2wks auto input auto
Product Units Sold On Hand 20% of total units= 1668
Duvets 528 110 418 30% off
Pillow Cases 291 75 216
Bed Sheets 421 195 226
Shams 538 142 396
Quilts 226 175 51
0
0
Total 2004 697 1307
Brand Chloe
Sales Projection less than 20% of
inventory 50% off
Clearance - 2wks auto input auto
Product Units Sold On Hand
Duvets 418 315 103
Pillow Cases 216 197 19
Bed Sheets 226 218 8
Shams 396 275 121
Quilts 51 48 3
0 0
0 0
Total 1307 1053 254
24 | P a g e
Floor Plan
Entrance Cash-Wrap
Entertainment
& Electronics
Clothing
Men/women/Junior/ Children
Shoes
And
accesories
Outdoor/Sports Chloe pop-up/ home
goods
Clearance
Food
Entrance
Cash Wrap
Entertainment and
electronics
Chloe
Clothing
clearance Sporting goods
Food
home
Entrance Cash Wrap
entertainment
Sporting
Clothing
Home
Food
Clearance-Chloe
25 | P a g e
Marketing Plan MARKETING OBJECTIVES, TACTICS, & STRATEGIES
Intro Phase: October 15- November 15
Goals:
Introduce new product line to Target with product at a limited quantity. Making it
clear that a percentage of our sales from our line is benefiting Habitat for Humanity.
Strategy:
The line is made with great quality at an affordable price so our target market can
afford the bed set. Our Target market is the young woman who just graduated
college, landed her first big job in the city, and is putting time and energy into the
interior of her apartment as a part of growing up.
Tactics:
Before the event social media campaigns will encourage customers to buy the new
collection from Target using the hash tag #NuitTarget. Facebook, Twitter, and
Instagram followers will get a sneak peak to the all merchandise being sold at the
stores.
Print ads will be placed on all Public Transportation in Chicago, New York, and Los
Angeles alerting customer of the launch date and collaboration.
A product launch event at our three flagship stores in New York, Chicago, and L.A.
from 6pm-9pm. Each store will feature a local DJ as well as free appetizers and wine
from 6pm-9pm. Representatives for Habitat for Humanity will be present at each
store so customers are aware of the charity. Attendees of the event are encouraged to
use the hash tag #NuitTarget on social media sites in order to receive information,
post pictures, and learn about the merging of all three companies. All customers who
make a purchase on the opening night will receive a $10 gift certificate for their next
visit to a Target store.
Maintenance Phase November 15-December 25
Goals:
Sell at least 50% of the line during the maintenance phase and increase sales for the 4
the quarter.
Strategy:
26 | P a g e
Advertise the customer as a one time, one of a kind product that will last for a long
time.
Tactics:
Heavily advertise the product in the local Christmas ads. The Advertisement will run
on a separate page of the Sunday Target ads and the Thanksgiving Ad leading up to
Christmas as “The Perfect Gift for Her.” Her can be synonymous for both a girlfriend
or daughter, so that mothers or boyfriends who see the advertisements can buy the
gifts. Signs in the store with the same phrase will be on the products as well, so
people shopping for Christmas gifts are prompted with ideas. The advertisements will
also be sure to include that proceeds benefit Habitat for Humanity and there is only a
limited quality. Customers are encouraged to upload pictures with the hash tag
#NuitTarget of their new collection to get inspiration of how the set fits in other
homes. Customers who upload the pictures will receive $10 discount code to their
networking site to use on their next visit.
Clearance Phase December 26-January 7th
Goals:
Sell the remainder of the product at a discounted price so we are able to start the
New Year with fresh product.
Strategy:
Cut the price in half and move the product to the clearance section of the store.
Tactics:
Place on final ad in the sales ad about the small quantity left in the stores. Pictures in
the front of the store will alert the customers of how much money has been raised.
Target also announces that any unsold product after January 7th will be given to
Habitat for Humanity then given to those in need. Customers who already bought the
line are encouraged to continue uploading pictures of their bed set on our social
media sites to lure perspective customers into buying our product.
27 | P a g e
Marketing Plan Control Methods
Intro Phase: Product Launch Event
In order to assure the success of our event and generate sales for the Nuit by Chloe
line for Target, customers who purchase any of the bedding set will receive a $10
Target gift certificate to use on their next visit.
Maintenance Phase: Sell at least 50% of our product
For this phase we are relying heavy on sales. Signs throughout the store and
advertising about the collaboration will state how this a unique, limited product that
will no longer be in stores after the holiday season. Also, Chloe has a big fan base and
she has never created a home good product that can hopefully lure customers. Lastly,
this is being sold during the holiday season, known as the season of giving. Our job is
also making customers aware that their purchase goes to a great cause.Customers
who buy any of the Nuit bed set will receive a free ornament from Habitat for
Humanity.
Clearance Phase: Sell Remainder in product
During the last two weeks of the product launch we are going to rely on the
consumers who have already bought the product. The Chloe customer is a young,
trendy, customer, who has the apartment to match. We want them to send in pictures
of how they used their bed set in their unique bedroom with the hast tag #NuitTarget
to lure perspective customers in buying our product. Customers who send pictures to
all our social media will receive a one time code for 10% off any future purchase in
the store.
28 | P a g e
Marketing Plan Budeting Plan
Nuit by Chloe for Target MARKETING BUDGET
TOTAL WHOLESALE $261,876
STORES 3
MARKETING BUDGET
$261,876/3= $87,292
BUDGET 25% $87,292 *.25= $21,823
Multiply our Budget by the percentages below to get the amount of money we can use during each phase
phase 1 30% 6,546.9
Phase 2 50% 10,911.5
Phase 3 20% 4,364.6
Total
21,822
29 | P a g e
Part IV
30 | P a g e
News Release
Contact: Telephone: 212-957-1100
Chloe Inc.
10 E 52nd
St, 3rd
Floor
New York, NY 10022
For Immediate Release
September 30, 2012
Chloé to launch new bed-set for Target benefitting Habitat for Humanity
The internationally recognized brand Chloé is introducing abed-set collection for the
2012 holiday season at Target. The line titled “Nuit by Chloé” will be sold at three flagship
stores in New York, Los Angeles, and Chicago in limited quantities. The collection is for the
young, working woman, and reflects a style that of her own with both floral and paisley
patterns. The launches will feature local DJ’s and restaurants from their respective cities.
Proceeds from the collection will benefit Habitat for Humanity.
A three city party will take place at their flagship stores October 15, 2012 , in Los
Angeles, 735 S Figueroa St, New York, 1598 Flatbush Ave, and Chicago 1 S. State St.
Chloé will launch their set with a bang, with local DJ’s, food, and representatives from
Habitat for Humanity. Customers who purchase from the line will receive a $10 gift
certificate for their next purchase. The new collection is both the first budget and bedding
design from Chloé.
« We are very excited about the launch and the fact that it is going to a great cause.
We believe that young woman who just landed their first job in the big city will love our
collection. It’s romantic and stylish and embodies the Chloé label, » says the head designer
of the line. The collection will be sold until after the holidays.
###
31 | P a g e
History
Gaby Aghion was born in 1921 in Alexandria, Egypt and moved to Paris in 1945 following the
armistice. Described as a ‘dark beauty and a bohemian spirit’ Aghion would run the house of Chloé
until it was bought by the Richmont Group in the mid 1980s.
Prior to Chloé’s launch luxury fashion houses had solely produced haute couture or what
was described as purely couture, designs only available to those that could afford the high price tag
of the Paris boutiques. People who couldn’t afford his designs often bought the less expensive knock-
off. At the time Dior was running the latest trends in fashion and Aghion didn’t agree with them. It
was then in 1952 The house of Chloé was founded.
Aghion coined the phrase luxury prêt-à-porter or ready-to-wear to describe their collection.
She chose the name Chloé for its warm feminine appeal, a mood that was perfectly in unison with
the feeling of post war Paris. Their high quality body conscious clothes were made from fine fabrics
and did not require the structure of corsets and stays so common in that decade.
In its early days Chloé designs defined by an artistic eye for color that would become a
signature of the company. Chloé’s brand of dreamy fluid clothing would lead it to become one of the
symbolic brands of the 1970s, clients included Jackie O, Brigitte Bardot, Maria Callas and Grace Kelly.
Stella McCartney brought a new softer more feminine and romantic look when she was appointed
creative director in 1997. When McCartney left to launch her own label the natural choice for a
successor was her right hand woman Phoebe Philo. Philo introduced more intimate and sensitive
designs, attracting celebrities such as Kirsten Dunst, Natalie Portman and Lou Doillon. Philo has
been credited by some as making the brand of Chloé as cool as in its heyday of the late 1960s and
1970s. Her brand of whimsical femininity mixed with street cool forged Chloé an image that was
‘luxurious, romantic and quintessentially French'. These two new young designers brought a level of
high-impact sexy modernity to Chloé, gaining it legions of fans. This also went on to help rocket the
first Chloé bagto its starry status, heralding the start of the ‘it’ bag trend that would sweep the
32 | P a g e
decade. Both McCartney and Philo are vegetarians and neither used fur while working at Chloé.
McCartney did not use leather in any of her designs either.
After Philo’s departure, Paulo Melim Andersson took over for a short tenure until he was
replaced by Philo’s assistant Hannah MacGibbon, with her first collection debuting for SS09. Upon
graduating from Saint Martins in 1996 MacGibbon began working at Valentino in Rome, rising
quickly through the ranks to become Valentino’s first assistant. During her time with Valentino she
learnt the art of couture from one of the last true living masters whilst remaining true to her
London roots of style and modernity.
33 | P a g e
Designer
Gaby Aghion Stella McCartney
Phoebe Philo Paul Melim Andersson
34 | P a g e
PRESS
35 | P a g e
Bibliography
1. http://www.jandofabrics.com/YardageCharts.aspx#Shams
2. http://www.nytimes.com/2012/10/18/fashion/at-chloe-clare-waight-keller-pushes-femininity-forward-but-its-more-modern.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1355237601-YVeyNmnATGVGPLMZzbEGVQ
3. http://nymag.com/fashion/fashionshows/designers/bios/chloe/