merchandise management

Introducing ELLA for


TABLES OF CONTENTS PAGE 1 EXECUTIVE SUMMARY PAGE 2 COMPANY MISSION & VISION STATEMENT & SOCIAL RESPONSIBILITY PAGE 3 CUSTOMER PROFILE PAGE 4 CUSTOMER NARRATIVE PAGE 5 BRAND EXTENSION RATIONALE PAGE 6 MOOD BOARD PAGE 7 GROUP OVERVIEW PAGE 8 ASSORTMENT CLASSIFICATION PLAN PAGE 9-PAGE 18 COST SHEETS PER PRODUCT PAGE19-PAGE 21 LINE SHEETS PAGE 22 BRAND IDENTITY & RETAIL PARTNER PAGE 23 PRODUCTION CALENDAR PAGE 24 PURCHASE ORDER PAGE 25-PAGE 26 SALES PROJECTION PAGE 27-PAGE 29 FLOOR PLANS PAGE 30 VISUALS PAGE 31 MARKETING BUDGET PAGE 32- PAGE 34 MARKETING PLAN PAGE 35 MARKETING PLAN BUDGET PAGE 36 PRESS RELEASE PAGE 37 BIO OF DESIGNER PAGE 38-PAGE 40 OVERVIEW PAGE 41 BIBLIOGRAPHY

Elizabeth and James’s line contains clothing, accessories, shoes, and sunglasses but is

missing one key item to complete the look, handbags. For my brand extension I will be creating

a line of handbags. Elizabeth and James hope to be a lifestyle brand that has every key item for

an outfit but what they lack is the perfect style of handbags. Their target customer is an early

20’s girl figuring out life and experimenting with style. The handbags target customer will be

similar to that but more a girl who knows her style and is just completing her look without

hesitation.

The line will contain different types of handbags and purses including clutches, totes,

and cross body bags. I believe Elizabeth and James’ competition is Theory when it comes to

clothing, but once the handbags are on the racks, their main competition will be

BCBGMAXAZRIA. The pricing is very comparable to Elizabeth and James’ however they use

more color in their line that we do so that luckily sets us apart. The clutches will go for $150 to

$300, cross body bags will run from $300 to $450, and totes will go from $400 to $700.

My ideas for the handbags are that they will be a classic piece that will last you forever.

The Elizabeth and James line could get fairly pricey so when using the right materials and

fabrics, these handbags will be in your possession for years to come. You need to match that

$600 blazer with a tasteful handbag, right? Nevertheless, I am excited for this new brand

extension.

Mission Statement

Elizabeth and James is a modern lifestyle brand for a new generation. Designers Ashley Olsen and Mary-Kate Olsen narrow the gap between designer and contemporary fashions. Encompassing women’s wear, shoes, jewelry, eyewear, and handbags, Elizabeth and James embodies an eclectic lifestyle by blending uptown and downtown elements with playful and traditional styles. Named for interplay of masculine tailoring and feminine whimsy, look to Elizabeth and James for a trend conscious yet timeless wardrobe.

Vision Statement

To have a supply of clothing , handbags, and accessories that has the consumer shop in just one location for all things needed.

Social Responsibility

We think a good cause for Elizabeth and James to be a part of is the Invisible Children charity. They have a unisex shirt for purchase to donate for their cause which is to bring a permanent end to Lord’s Resistance Army’s atrocities. They have massive groups of people to support and advance efforts to end LRA attacks and expand systems to encourage members of the LRA to peacefully surrender.

Segmentation Types/ Bases

Geographic Segmentation

Demographic Segmentation

Sociocultural Segmentation

Effective and Cognitive Segmentation

Behavioral Segmentation

Region City Size Population density Climate Age Gender Household size Income Occupation Education Culture Sub culture Religion National origin Race Social Class Marital status Psychographics Degree of knowledge Benefits sought Attitude Brand loyalty Store loyalty Usage rate User status Payment method Media usage Usage situation

North, South, East, West 100,000+ Urban, Suburban

Temeprate, Warm, Cold 13-17 Female 1, 2, 3, or 4 persons 100K-200K Student High School

European & American

Catholic, Jewish, Baptist Italian, Polish, Greek, American Caucasian, Oriental Upper-Class, Middle-Class Single Achievers, Strivers Novice Convenience, Prestige Positive, Neutral

Undivided loyalty Undivided loyalty Light, Medium, Heavy Current User, Potential User Cash, Credit Card Magazines, Blogs, TV School, Home, Vacation

Setting: April 23, 2013, NYC. As Chiara wakes up in her parent’s modern style condo in the

Upper East Side of New York, she glances at her Rolex watch that she forgot to take off before

bed. She received the watch from her parents as an 18th birthday present and has had it for

about 4 years now. It’s 8 AM on Saturday and she jumps out of bed to get ready for the day at

her father’s textile company. She applies her makeup, every ounce of Chanel and Dior, and puts

on her Elizabeth and James Brocade Winston Pants, Jaden Shirt, and Speckled Victor Jacket and

kisses her miniscule miniature pinscher goodbye. Getting into her 2011 Mercedes she takes a

peek at her new purchase, brand new black leather YSL Palais low heel pumps. She picks up

breakfast for her father at the nearby bakery and stares all day at the computer. Her father and

mother created this business so Chiara and her brother Luciano could lead very comfortable

lives which they achieved. When she leaves work, she goes to a park and reads her new issues

of Vogue and Elle. Soaking in the sunlight and eating her panini with tea, she relaxes and is

grateful for her fortunate life. She makes her way home only to find her brother ready to go out

on the town while she goes to dinner with her boyfriend. She leads a very calm life thankful for

what she has, and is ready for the next step in her life.

My brand extension is Fall 2013 handbags for Elizabeth and James. These handbags are filling a void because we have created different styles for different purposes. There a bags for a night out, bags to be used for traveling, and just an everyday essential tote. Below are 4 sketches for this line. The first bag will be a fur clutch with hardware on the strap, the second bag will be a leather everyday bag that can be turned into a messenger bag, the third will also be made of leather with a tassle to give it edge and the fourth will be a snakeskin clutch. I have also created a logo that will differentiate this line from others.

GROUP OVERVIEW

1D13-44; 1D13-14

1D15-52 1D11-21; 1D1111 1D15-33

1D13-52

1D14-71; 1D14-11

1D14-71; 1D14-11 1D16-21; 1D16-11 1D16-71; 1D16-61 1D11-71; 1D11-11

STYLE NUMBERS

NAME OF ITEM STYLE NUMBER DESCRIPTION COLOR

Lola Frame Bag

1D15-33 Fur Small Frame Bag Brown

Beata Frame Bag 1D15-52 Small Snakeskin Frame Bag Multi

Milena Clutch 1D13-44; 1D13-14 Patent Leather Clutch Red, Black

Monika Tote 1D11-21; 1D1111 Medium Leather Dome Tote Cream, Black

Ammie Tote 1D11-71; 1D11-11 Large Leather Tote Burgundy, Black

Scarlett Satchel 1D16-71; 1D16-61 Small Leather Envelope Satchel Burgundy, Navy

Tina Clutch 1D13-52 Striped Snakeskin Clutch Multi

Elusia Hobo Bag 1D14-71; 1D14-11 Large Leather Hobo Bag with Tassle Burgundy, Black

Chiara Satchel 1D16-21; 1D16-11 Small Leather Satchel Cream, Black

Pari Hobo Bag 1D14-71; 1D14-11 Large Leather Hobo Bag Burgundy, Black

STYLE NUMBERING SYSTEM

YEAR SEASON CLASS SUBCLASS COLOR 1. 2013 A. Spring Accessories: 1. Tote 1. Black 2. 2014 B.Summer 1. Handbags 2. Messenger Bag 2. Cream 3. 2015 C.Transition

3. Clutch 3. Brown

4. 2016 D. Fall

4. Hobo 4. Red

E. Winter/Holiday

5. Frame Bag 5. Multi

F. Resort

6. Satchel 6. Navy

7. Burgundy

FABRICATION 1. Leather 2. Snakeskin 3. Fur 4. Patent Leather

Introducing ELLA for FALL 2013

Deliver by: August 15-30 Order by: November 15, 2012 Minimum 4 pieces per style, per color

1D15-33 ws $132 retail $264 Lola Frame Bag Small Rabbit Fur Frame Bag with Gold Hardware at Handle

1D13-52 ws $83 retail $167 Tina Clutch Striped Snakeskin Clutch

1D15-52 ws $228 retail $456 Beata Frame Bag Small Snakeskin Frame Bag with Chain Handle

For Wholesale Inquiries,

please contact:

[email protected]



1D16-21; 1D16-11 ws $239 retail $478 Chiara Satchel Small Leather Satchel with Envelope Pocket in Front

1D13-44; 1D13-14 ws $134 retail $267 Milena Clutch Small Patent Leather Clutch with Drawstring Handle

1D16-71; 1D16-61-14 ws $142 retail $285 Scarlett Satchel Small Leather Envelope Satchel



1D11-21; 1D1111 ws $223 retail $446 Monika Tote Medium Leather Dome Tote

1D11-71; 1D11-11 ws $223 retail $446 Ammie Tote Large Leather Tote

1D14-71; 1D14-11 ws $322 retail $644 Elusia Hobo Bag Large Leather Hobo Bag with tassle

1D14-71; 1D14-11 ws $341 retail $682 Pari Hobo Bag Large Leather Hobo Bag

Elizabeth and James Handbags: Classic. Detailed. Luxurious.

The selling appeal for Elizabeth and James handbags is the timeless affect it has on the consumer. The consumer will have this bag for years and it will never be outdated. The quality is impeccable and the prices are not obscene. When holding an Elizabeth and James bag, you are going to be looked at as having great style and people will know your money went towards the quality of the product.

• Chic • Timeless • Quality

The distinct characteristics that separate Elizabeth and James handbags from the competition is the logo, color palette, and fabrication. These handbags are made to be durable and last for years to come. The fabrication, for example, fur, snakeskin, and leather, are amongst the best out there and will stay intact and be worth the money. The logo, , will differentiate that line from any other brand and will be a statement piece on each bag. The color choices for the bags will also be classic and colors that will always be in style. This handbag is something to invest in and to have until your daughter will want to steal the amazing vintage piece.

• Fabrication • Logo • Color Palette

BLOOMINGDALES

We will start out the handbags in three locations and quickly branch out into more.

• Chicago- 900 N. Michigan Ave. • New York- 59th Street • San Francisco Centre

BUDGET FOR MARKETING

INTRO BUDGET: (47% x $13,672.80) = $6426.21

MAINTENANCE: (28% x $13,672.80) = $3828.38

CLEARANCE: (25% x $13,672.80) = $3418.20

INTRODUCTION Objective: To inform customers about the brand extension for Elizabeth and James and increase sales by 10% for Fall 2013. Strategy: To introduce timeless and quality made handbags at a price point that Elizabeth & James shoppers are accustomed to. Tactic: Create a launch event with Mary Kate and Ashley Olsen at the Chicago Bloomingdales location

The event will be Sunday August 10, 2013 from 8-10 PM.

*Personal appearance and handbag launch This event will take place in only the Chicago Michigan Avenue location since Mary Kate and Ashley Olsen can only attend one store’s launch event. *Receive an autograph and a chance to meet Mary Kate and Ashley with your purchase of an ELLA collection handbag. Marketing $ being used on: Invitations to Bloomingdales card holders Posters and signs displayed all over Bloomingdales Champagne for the event Dessert from Delightful Pastries for the event Informal models to model the handbags Paying Mary Kate and Ashley to make the appearance Security for the designers and fashion icons Paying Bloomingdales to have the event during after hours

INCENTIVE: Only can get Mary Kate and Ashley’s autograph if you purchase a product.

MAINTENANCE

Objective: To introduce a new handbag line to our target customers and increase our customer base by 20%. Strategy: To build a larger customer base and introduce our innovative styled handbags with exquisite fabrications. Tactic:

Ella Collection Holiday Event at 3 Bloomingdales Locations

The event will be Saturday December 14, 2013 from 2-5 PM.

This event you will be able to find your perfect Ella Collection handbag with a chance to get a personalized touch. With a purchase of a handbag you will receive complimentary monogramming. Limit 2 initials per item. Marketing $ being used on: Posters and signs displayed all over Bloomingdales Hire more staff for event Monogramming specialists Beverages INCENTIVE: With a purchase of a handbag you will receive complimentary monogramming. Limit

2 initials per item.

CLEARANCE

Objective: To gain attention from frugal shoppers and have them learn about our product while increasing sales by 10%. Strategy: Introduce these customers to the high quality handbags at a reasonable price point. Tactic: Informational event at Bloomingdales about the making of the handbags

The event will be Friday January 10, 2014 from 12-4 PM. This informational event will take place in all 3 of the Bloomingdales locations that we are launching the handbag collection in (Michigan Ave, San Francisco, New York 59th Street.) It will be during store hours and all are welcome. Marketing $ being used on: -Hiring someone to edit video material of how the handbags are made and with what materials -TV displayed by the handbags to play the video -Hire a product developer from Elizabeth and James who will talk about the importance of the fabrics and the quality of the handbags -Hire more staff to be aware of all of our products

INCENTIVE: Handbags will be 10% off during this event.


PRESS RELEASE

Contact: S&S Public Relations tel: 312-525-5541 [email protected] fax: 312-587-4145 ________________________________________________________________________ For Immediate Release August 01, 2013

Launch Party with Mary Kate and Ashley at Michigan Ave Bloomingdales Location

We are proud to announce that Elizabeth and James will launch quality made, timeless

handbags for Fall 2013. This contemporary line originally designed by Mary Kate and Ashley

Olsen has made an extension for their brand with the same young and sophisticated designer

aesthetic with the help of Liz Bobak, handbag designer for ELLA. Their line combines the classic

aspects of feminine fashion but also with that of tailored menswear.

This specific collection called ELLA ranges from 10-12 styles and includes clutches, boho

bags, satchels, and timeless everyday totes. The clutches run for around $160-$260, satchels for

$290-$450, totes for $450, and boho bags for around $650. “Something that our customer is

used to will still be prominent which is that timeless style that they crave,” says Liz Bobak.

On August 10th, 2013 from 8-10PM Bloomingdales on Michigan Avenue will host a

launch event with Mary Kate and Ashley and guests will get a chance to meet them and receive

an autograph with a purchase of an ELLA collection handbag. This anticipated launch event will

include informal models walking around with the handbags and also delicious dessert from

Delightful Pastries. We are all very excited for this launch!

mailto:[email protected]


WORK EXPERIENCE

Intern at Bloom Showroom (Los Angeles) Expanded database by researching and contacting stores Attended meetings with emerging jewelry designers Processed orders placed by buyers Assisted with getting materials ready for tradeshows Distributed press kits to promote the company and gain

clientele

Events Coordinator for Eivan’s Photography Inc. (Chicago) Coordinated with all the departments involved in the

organization of the event

Delegated duties to respective individuals according to their capabilities

Processed new contracts and updated all systems Managed and organized incoming emails Helped build customer base by contacting future clients

EDUCATION

Columbia College Chicago Chicago, IL. Major: Fashion Business Relevant Coursework: Merchandise Management, Retail Management, Retail Buying (Lorenzo de Medici), Intro to Management, Fashion Show Production, Fashion Product Evaluation, Accounting

Semester Study Abroad Lorenzo de Medici Florence, Italy Spring 2012 Relevant Coursework: Retail Buying

SUMMARY OF QUALIFICATIONS Ability to easily grasp and put

into application new ideas, methods and technologies

Dedicated, innovative and self-motivated team player/builder

Meets deadlines, focused under pressure and strong on follow-up


1D15-33 ws $132 retail $264 Lola Frame Bag Small Rabbit Fur Frame Bag with Gold Hardware at Handle

1D13-52 ws $83 retail $167 Tina Clutch Striped Snakeskin Clutch

1D15-52 ws $228 retail $456 Beata Frame Bag Small Snakeskin Frame Bag with Chain Handle


1D16-21; 1D16-11 ws $239 retail $478 Chiara Satchel Small Leather Satchel with Envelope Pocket in Front

1D13-44; 1D13-14 ws $134 retail $267 Milena Clutch Small Patent Leather Clutch with Drawstring Handle

1D16-71; 1D16-61-14 ws $142 retail $285 Scarlett Satchel Small Leather Envelope Satchel


1D11-21; 1D1111 ws $223 retail $446 Monika Tote Medium Leather Dome Tote

1D11-71; 1D11-11 ws $223 retail $446 Ammie Tote Large Leather Tote

1D14-71; 1D14-11 ws $322 retail $644 Elusia Hobo Bag Large Leather Hobo Bag with tassle

1D14-71; 1D14-11 ws $341 retail $682 Pari Hobo Bag Large Leather Hobo Bag

merchandise management

Documents

visuals page

line sheets page

marketing plan page

marketing budget page

customer profile page

customer narrative page

group overview page

bio of designer page