naked by: elizabeth and james presentation
DESCRIPTION
Presentation version of Merchandise Management project: Brand Extension.TRANSCRIPT
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Fall 2012
Kathleen McEntire
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Business outline
Kathleen McEntire Merchandise Manager
www.elizabethandjames.com
www.facebook.com/nakedbyej
@Nakedbyej
sustainable hemp fashion
Mission Statement:
The Elizabeth and James
Company is committed to
providing customers with a
variety of high quality apparel,
shoes and accessory lines. Our
products are to use only the
finest natural fabrics and fibers.
Naked provides women with
comfortable, convenient and
unique pieces. Each customer
wears naked a different way
encouraging creativity and
personal style.
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Vision Statement:
Globally sell Naked by Elizabeth
and James clothing through
Nordstrom stores and open a
flagship in New York Late Summer
2015.
Business outline
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Campaign for Commercial Hemp Farming
• one of the most diverse plants on the planet
• fuel, food, clothing, building products, and
medicine
• hemp is illegal to grow in the United States
• CRRH (campaign for the restoration and regulation
of hemp)
• promote awareness and action to changing the
current laws
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Selling Appeal:
Texture, Quality Fabrics, Simplicity
Distinct Characteristics:
Naked provides garments with the finest hemp blended fabrics creating a cohesive silhouette, interesting patterns to achieve a simple but chic look.
Brand Identity:
Each garment is store has a label that is removable. The eye catching label contains information about each piece and a sketch of the appropriate garment.
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Fall 2012
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Hemp Fibers Strong: Three times the tensile strength as cotton
Weather Resistant: UV and mold resistant, outdoor wear
Versatile: Blended with other fibers for different qualities
Cost –Effective: Minimal growth requirements
Environmental Friendly: Little water and no use of
chemicals, fertilizers and is a renewable resource,
harvested within 4 months of planting (3 times a year).
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Flutter Top: 2C1C42-01
(long) 2C1C42-05
Flutter Top: 2C1A52-06
(short)
Braid Wrap: 2C1B42-02
2C1B42-03
Half Moon Top: 2C1D52-04
2C1D52-05
V- Cardigan: 2C1B42-06
Fringe Jacket: 2C3J62-04
Panel Skirt: 2C2E22-01
Patchwork
Bottoms: 2C2F32-07
Capri Pant: 2C2I212-03
Flapper Dress: 2C4O22-07
Feather Dress: 2C4N62-02
Style Numbers
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Tops
Flutter Top (long sleeve) Flutter Top (short top) Braid Wrap
#2C1C42-01: Dark Purple #2C1A52-06: Cream #2C1B42-02: Maroon
#2C1C42-05: Orange Print Hemp/Silk Blend #2C1B42-03: Brown
Hemp/Cotton Blend $78/$160 Hemp/Cotton Blend
$82/$165 $104/$210
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Tops
Half Moon
#2C1D52-04: Royal Blue
#2C1D52-05: Orange Print
Hemp/Silk Blend
$80/$160
V-Cardigan Fringe Jacket
#2C1B42-06: Cream #2C3J62-04: Royal Blue
Hemp/Cotton Blend Hemp/Wool Blend
$76/$155 $112/$450
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Bottoms
Patchwork Bottoms Capri Pants Panel Skirt
#2C2F32-07: Patchwork #2C2I212-03: Brown #2C2E22-01: Dark Purple
Dark Purple Hemp/Canvas Blend Leather Suede
#2C2F22-01: Dark Purple $130/$210 $158/$320
$182/$365
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Dresses
Flapper Dress Feather Dress
#2C4O22-07: Patchwork #2C4N62-02: Maroon
Hemp/Cotton Blend Hemp/Wool Blend
$98/$200 $120/$240
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Merchandising Tags
Placed on every
garments.
Inside contains a rough
sketch of that specific
piece.
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Purchase Order – Nordstrom Fall 2012
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Nordstrom : Fall 2012
Purchase Order Summary
Total Units 328
Total Wholesale $37,820.00
Total Retail $88,780.00
Total Stores 15
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Sales Projection Summary:
Introductory: 27% August 1, 2012- August 31, 2012
Beginning on hand 328
Sales 91
Ending on hand 237
Maintenance: 36% September 1, 2012 - October 7, 2012
Beginning on hand 237
Sales 118
Ending on hand 119
Clearance: (30-50%) 37% October 8, 2012 - October 31, 2102
Beginning on hand 119
Sales 119
Ending on hand 0
Nordstrom : Fall 2012
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Introduction Phase
Nordstrom
Women’s Contemporary
Merchandising
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Maintenance Phase
Nordstrom
Women’s Contemporary
Merchandising
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Clearance Phase
Nordstrom
Women’s Contemporary
Merchandising
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In Store Merchandising
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In Store Merchandising
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Catalog to customers
• Info packet of hemp
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Catalog to customers
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Catalog to customers
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Catalog to customers
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Catalog to customers
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Marketing Budget
• Total Stores: 15
• Total Units: 4,920
• Total Wholesale: $567,300.00
• Total Retail: $1,331,700.00
• Projected Marketing
Budget: $100,000.00
• Actual Marketing
Budget: $75,078.00
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Marketing : Phase One • OBJECTIVE:
Gain awareness to the Naked by Elizabeth and James Brand
• STRATEGY: Educate the customer about the quality and fibers of Naked garments and sustainable fashion.
• TACTIC:
Mail catalog, Online catalog, email list, Facebook, twitter, Naked blog, Naked Website
• CONTROL:
Facebook friends, Website visits & duration, twitter response, interaction on blog, email data
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Marketing : Phase Two • OBJECTIVE:
Increase Elizabeth and James sales by 12%.
• STRATEGY:
High attendance at launch events.
• TACTIC:
Launch Event, Invitations, Street Advertisement, Email
list, Facebook, twitter, Naked blog, Naked Website
• CONTROL:
Facebook friends, Website visits & duration, twitter
response, interaction on blog, email data, Launch event
attendance
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Street/Magazine Advertisements
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N o r d s t r o m P r e s e n t s : N a k e d b y E l i z a b e t h a n d J a m e s L a u n c h E v e n t W h e r e : 5 2 0 N. M i c h i g a n Av e . C h i c a g o , I L W h e n : F r i d a y, A u g u s t 3 , 2 0 1 2 / 7 - 9 p m . W h y : 1 0 % o f P r o f i t s d o n a t e d t o C R R H ( c a m p a i g n f o r t h e r e s t o r a t i o n a n d r e g u l a t i o n
o f h e m p ) F r e e N a k e d To t e w i t h P u r c h a s e
Lau
nch
Eve
nt
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gift card
Launch Event
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Marketing : Phase Three • OBJECTIVE:
Establish a loyal customer base.
• STRATEGY: Provide repeat customers benefits through email and direct mail.
• TACTIC:
20% off mailer, email list, Facebook promotion, twitter promotion, Naked blog, Naked Website
• CONTROL:
Facebook friends, Website visits & duration, twitter response, interaction on blog, email data, response to 30% off receipt return & 20% off mailer returns
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Sources
elizabethandjames.us
http://envirotextile.com/chinese-hemp-fabric/index.html
www.ccrh.org
www.hemp.org
Allure Magazine; September 2011
www.Nordstrom.com
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Fall 2012
Kathleen McEntire