senior seminar final project-kellie leyland

1

810532212

2

Table of Contents

Market Research

Company Profile…………………………………………….......................5 Location & Contact Information……………………….…....5

Organizational Structure…………………………….……….6

Revenue & Financial Strengths………………......................7

Mission Statement…………………………….......................8

Code of Conduct……………………………………….….....8

The Brand……………………………………………………………….......9 History and Current Market Situation…………….………...9

Style/Concept……………………………………….…….....11

Geographic Distribution……………………….……………13

Current Sales…………………………………….…………..14

Categories of Merchandise…………………….….............16

Target Market……………………………………….……….16

Fashion Concept………………………………………………………......18

Sourcing Materials………………………………….…….....18

Design Process……………………………………….……...19

Manufacturing Arrangements………………….……….….19

Distribution Practices………………………….…………….20

Retailing………………………………………….……………20

3

Market Position…………………………………………………………….21

Key Competitors…………………………………………………….21

Product Comparison…………………………………………...…...22

SWOT Analysis………………………………………………………26

SWOT Analysis: Lilly Pulitzer………………………………...26

SWOT Analysis: Kate Spade…………………………………28

SWOT Analysis: Vineyard Vines………………………….….30

SWOT Overview………………………………………………32

Line Development

Target Customer……………………………………………………………33

Trend Report for Spring/Summer 2015…………………………………..35

Silhouettes……………………………………………………..35

Key Items……………………………………………………….36

Fabrics…………………………………………………………..37

Prints…………………………………………………………….38

Colors…………………………………………………………...39

Trend Report for Lilly Pulitzer Spring/Summer 2015……………………..41

Silhouettes & Key Items……………………………………….42

Fabrics…………………………………………………………..43

Prints…………………………………………………………….43

Colors……………………………………………………………44

Concept Board……………………………………………………………….45

4

Color Story…………………………………………………………………....46

Print Story……………………………………………………………………..46

Fabric Story……………………………………………………………………47

Style Sheets……………………………………………………………………48

Key Items……………………………………………………………………....54

Key Outfits……………………………………………………………………..55

Merchandising Plan

Quick Costing…………………………………………………………………58

Six-Month Merchandising Plan……………………………………………...59

Planning Process………………………………………………..60

Planned Numbers for May……………………………………..60

Ratios…………………………………………………………………………..61

Style Distribution Ratios………………………………………..61

Size Distribution Ratios…………………………………………62

Color Distribution Ratios……………………………………….63

Assortment Plan……………………………………………………………….64

Purchase Order………………………………………………………………..89

Retail/Line Presentation

Planogram……………………………………………………………………..90

Window Display……………………………………………………………….92

References…………………………...……………………………..................94

5

Market Research

Company Profile

Location & Contact Information

Sugartown Worldwide Inc. Lilly Pulitzer “The Pink Palace”

800 3rd Avenue King of Prussia, PA 19406

Tel: (610) 878-5550 Fax: (610) 878-5555

Website: www.lillypulitzer.com

6

Organizational Structure

Lilly Pulitzer is an upscale women’s and girl’s sportswear brand that is synonymous with preppy American luxury and the Palm Beach resort lifestyle. The company is a subsidiary of Oxford Industries Inc. operating under Sugartown Worldwide Inc.. Oxford Industries Inc. purchased Sugartown Worldwide Inc. in 2010 for a reported $60 million dollars (NY Times, 2010). Oxford Industries Inc. is the parent company for Tommy Bahama, Lilly Pulitzer, Lanier Clothes, Ben Sherman and Oxford Golf. In addition to the sportswear line, Lilly Pulitzer has licensed stationary products through Lifeguard Press and home décor through Garnet Hill.

7

Revenue and Financial Strengths Lilly Pulitzer has been a very profitable company over the past five years. In the 2013 fiscal year, the brand saw a +13% increase in net sales. The company is operating at the impressive operating margin of 19%. The business has almost doubled in size since being inquired from Sugartown Worldwide in 2010 where it was producing $72 million in sales compared to $138 million in sales for 2013. (Oxford Industries, Inc., 2013) The financial information previous to 2008 is not available because of the transfer of ownership from Sugartown Worldwide Inc. to Oxford Industries, Inc. in 2010. The bar chart below shows the financial information from fiscal years 2010-2013.

$5,959

$94,495

122,592

$137,943

$372

$14,278

$20,267

$25,951

$0 $20,000 $40,000 $60,000 $80,000 $100,000 $120,000 $140,000 $160,000 $180,000

2010

2011

2012

2013

Net Sales

Operating Income

8

Mission Statement “Lilly Pulitzer notoriously stated, "Life's a party, dress like it!" Why should your career be any different? At our corporate headquarters, famously named the Pink Palace, and in our retail stores we love to mix business with pleasure and find reasons to celebrate every day. Fifty-ish years after our founding, we strive to delight our customers with specialty, high-quality items in unique prints and fabrications exclusive to Lilly Pulitzer. Our timeless designs, worn by the likes of Jackie Kennedy, have made us the fashion destination for the resort chic lifestyle. With more than 500+ employees nationwide, our iconic American lifestyle brand is stronger than ever (Lilly Pulitzer, 2014.”

Code of Conduct

“We are upbeat with a team approach. We are solution oriented. We are on time, or we miss it. We value results. We appreciate hard work and loyalty. We are practical, not extravagant. We are leaders, not followers. We encourage innovation and creativity. We commit ourselves to professional and ethical conduct (Lilly Pulitzer Handbook, 2014).”

9

The Brand

History and Current Market Situation

Lilly Pulitzer has been an iconic sportswear and dress brand since the 1960s. The brand embodies all classic American elements and gained popularity through fashion icon and first lady Jackie Kennedy. The brand all started when twenty-one year old Lilly eloped with Peter Pulitzer to sunny Palm Beach, Florida. Pulitzer owned the citrus groves of Palm Beach and Lilly spent her days opening a juice stand. The juice quickly started staining her clothing so Lilly created a sleeveless dress made from colorfully printed cotton and the rest is history. This was the birth of the iconic Lilly Pulitzer shift dress that is still the company’s number one seller today. The company gained international fame when first lady Jackie Kennedy was photographed wearing a “Lilly.” The brand quickly became the uniform of all east coast preps that loved the classic shapes combined with playful patterns.

10

The company continued to thrive through the 70s, however, by 1984 the company filed for Chapter 11 bankruptcy after expanding into international markets and a failed line extension called “New Directions” featuring muted colors (Elle, 2013). Lilly Pulitzer as an iconic American brand could not stay out of the fashion world for too long. The brand was revitalized in 1993 when Sugartown Worldwide Inc. began doing business at Lilly Pulitzer (Investing.businessweek.com, 2014). In 2010, Sugartown Worldwide Inc. sold itself to Oxford Industries for a reported $60 million.

Although the company has changed hands a few times, Lilly Pulitzer continues to be the epitome of classic prep today. Socialite and rule-breaker Lilly Pulitzer served as a creative consultant for the company until she passed away in 2013 at the age of 81 (usatoday.com, 2013). The company has continued to grow after being acquired by Oxford Industries Inc. and has shown positive financial trends through the 2013 fiscal year for it has established itself as the top competitor in a highly specialized niche market.

11

Style and Concept

Socialite turned designer Lilly Pulitzer did not know the world of colorful dressing she would create when she opened her juice stand in Palm Beach, Florida in the 1960s. Lilly Pulitzer quickly began dressing some of America’s most fashionable and iconic women of the time in her ever-flattering classic shift dresses. Known as America’s “Princess of Prints”, Lilly designed a colorful legacy that would last for decades to come (WGSN, 2013). She was known to say “Life’s a Party: Dress for it!” and her designs embodied this fun-loving, socialite lifestyle. Her designs featured whatever caught her fancy including animals, fruits, beach life, politics, and the zeitgeist. Her clients were of the highest social status, including Jackie Kennedy. Many of her original design elements continue to be a notable part of the branding image today. These elements include handwritten notes from Lilly, loopy handwriting, and catchy sayings such as “Wrap a Lilly around your leg” (WGSN, 2013).

12

A strong color palette was also an important design element that is synonymous with the brand. Focused on heavily printed apparel, the original color palettes featured oranges and yellows to hide citrus stains and later featured bright fuchsia and other saturated hues. The playful company celebrated its jubilee year in 2009 while featuring the same aesthetic, branding image, and design elements of the original Lillys of 1959.

13

Geographic Distribution

Lilly Pulitzer has 23 full-price retail stores located throughout the United States. The image below shows the store breakdown by state and average square feet per store as of February 1, 2014. Lilly Pulitzer merchandise is also sold through an online retailer, catalogue selling, wholesale channels, shop-in-shop retailing, and specialized boutiques such as The Pink Palm.

6

3

2 2 2

2

6

Lilly Pulitzer Geographical Store Distribution

Florida

New York

Pennsylvania

North Carolina

Ohio

Texas

Other

14

Current Sales

The below table is a representation of Oxford Industries, Inc. 10Q financial report for the first quarter of fiscal year 2014. The table displays positive growth for Lilly Pulitzer from the first quarter of 2013 to the first quarter of 2014.

“The Lilly Pulitzer net sales increase of $10.9 million, or 27.7%, reflects (1) a $5.5 million, or 34%, increase in comparable store sales, to $21.3 million in the First Quarter of Fiscal 2014 compared to $15.9 million in the First Quarter of Fiscal 2013, (2) a net sales increase of $3.2 million associated with retail stores opened in Fiscal 2013 and Fiscal 2014 and (3) a $2.3 million increase in wholesale sales during the First Quarter of Fiscal 2014. As of May 3, 2014, we operated 26 Lilly Pulitzer retail stores compared to 21

$150,426 $39,449

$27,260

$12,236 $4,832

First Quarter Fiscal Year 2013

Tommy Bahama

Lilly Pulitzer

Lanier Clothes

Ben Sherman

Corporate and Other

$158,359 $50,371

$28,746

$15,083 $5,050

First Quarter Fiscal Year 2014

Tommy Bahama

Lilly Pulitzer

Lanier Clothes

Ben Sherman

Corporate and Other

15

retail stores as of May 4, 2013. The following table presents the proportion of net sales by distribution channel for Lilly Pulitzer for each period presented:

26%

15% 59%

Net Sales by Distribution Channel for First Quarter Fiscal

Year 2013

Full-‐Price Retail Stores

E-‐Commerce

Wholesale

31%

18% 51%

Net Sales by Distribution Channel for First Quarter Fiscal

Year 2014

Full-‐Price Retail Stores

E-‐Commerce

Wholesale

16

Categories of Merchandise

Lilly Pulitzer is a contemporary fashion brand that is both multigenerational and includes many categories of merchandise. The two largest categories of Lilly Pulitzer include sportswear and dresses. Other categories of merchandise include girl’s, licensed stationary items, jewelry/accessories, men’s specialty items, women’s footwear, licensed eyewear, and licensed bedding. All categories of merchandise embody the classic Lilly branding elements and preppy East Coast style.

Target Market

“The Lilly girl is always full of surprises. She lives every day like it’s a celebration, never had a dull moment, and makes every hour a happy hour”(Pinterest, 2014).

Lilly Pulitzer targets three distinct groups of women. These groups include recent college graduates, young mothers and their daughters, as well as women who are not tied to the academic calendar (Oxford Industries, 2014). The brand has quickly become a brand that is a lifelong staple for the preppies. Recently, the target market has grown to largely include sorority girls. Because Lilly Pulitzer has

17

become a core brand in the closets of sorority girls across the United States, Lilly Pulitzer launched a Sorority Collection featuring novelty prints for sixteen national sororities. Lilly Pulitzer is in the contemporary price point, therefore many of its customers are in high social classes who have substantial incomes around $100,000 and above. The overall product offerings include items in the better price point such a staple cotton tops for $34 and dresses for $88. This is the low end of the price range for Lilly Pulitzer, however, the majority of its business comes from dresses which range from $88-$398. Most “Lilly Lovers” spend their days indulging in luxury items, vacationing in East Coast beach towns such as Nantucket and The Hamptons, and are regulars at their local country clubs.

18

Fashion Concept

Sourcing

Lilly Pulitzer uses a combination of in-house corporate employees located at headquarters in King of Prussia, PA and Hong Kong offices as well as third parties based in Asia. These third parties manage production and sourcing of Lilly Pulitzer apparel products. In fiscal year 2013, 75% of Lilly Pulitzer’s products were purchased from Chinese manufacturers (Oxford Industries, Inc., 2013).

19

Design Process

All Lilly Pulitzer designs are developed through in- house teams primarily located in King of Prussia, PA. The design process combines input from buyers, the sales force, trend research, and focus on the target markets. The apparel products are designed to incorporate fiber types such as silk, linen, cotton, and other natural and man-made fibers (Oxford Industries, Inc., 2013).

Manufacturing Arrangements

Lilly Pulitzer combines in-house and third party agents in the manufacturing process. In fiscal year 2013, 75% of Lilly Pulitzer product purchases were manufactured in China. The largest 10 suppliers accounted for 79% of the merchandise acquired for fiscal year 2013 (Oxford Industries, Inc., 2013).

20

Distribution Practices

The distribution center is located the corporate headquarters known as “The Pink Palace” in King of Prussia, PA. These distribution activities include receiving finished goods from the suppliers, inspecting the products, and preparing the items for wholesale customers, full-price retailers, and e-commerce sales. At the distribution center, employees work to maintain proper levels of inventory to support all forms of retailing (Oxford Industries, Inc., 2013).

Retail ing

There are many different channels of retailing that Lilly Pulitzer sells products through. The company has an e-commerce site that offers a full range of products including dresses, sportswear, shoes, jewelry/accessories, and stationary items. This is a great way to reach customers all over the United States and throughout the world. Wholesale is a huge part of retailing for Lilly Pulitzer. In 2014, over half of the business was through wholesaling. The company also sends out catalogues four times a year and communicates with customers through full price retail stores as well as shop in shop retailing. Lilly Pulitzer is full

21

immersed in social media as well through their Facebook, Twitter, Instagram, and Pinterest accounts. In addition to these forms of communication, Lilly Pulitzer stores have frequent in-store events such as The Anniversary Party, The First Day of Summer Party, and many benefits.

Market Position

Key Competitors

Lilly Pulitzer has created itself a niche market in the women’s apparel industry. Its preppy prints and bright color palettes have set itself apart from all other retailers, which has allowed for the brand to have a dominant market presence. There are no brands that directly compete with the bright shift dresses and printed pants of Lilly Pulitzer, however many brands compliment these pieces. Brands such as Kate Spade and Vineyard Vines have created similar brand mantras that seamlessly compliment Lilly Pulitzer creations and aesthetic. Both of these brands have quirky, girly product offerings that compliment the preppy product offerings of Lilly Pulitzer.

Website: www.katespade.com

Kate Spade is a women’s fashion company that offers premium apparel, jewelry, watches, shoes, stationary, eyewear, fragrances, tabletops, and gifts. The company opened in 1993, has home offices in New York City, New York and employs about 7,000 people as of December 2013. The company recorded revenues of $1,264.9 million in the financial year ended in December 2013. The company works as a multi-channel retailer and has many sister

22

brands such as Jack Spade, Kate Spade Saturday, and Adelington Design Group. Today, the company has over 80 full-price retail stores.

Website:www.vineyardvines.com

Vineyard Vines has quickly become and iconic preppy staple. The brand has a history similar to that of Lilly Pulitzer. Two brothers, Ian and Shep were commuting into New York City for work in Manhattan when they realized they were miserable working desk jobs. The two quit their jobs and began selling ties instead of having to wear them. The first line of ties sold out in the first week of business in the summer of 1998. The duo wanted to live the American Dream while living the beach life in Martha’s Vineyard. The company now offers men’s, women’s, children’s, as well as accessories such as bags/totes, drink ware, tech items, etc. The privately owned company’s home office is in Stamford, Connecticut and has over 500 employees in 35 stores.

Product Comparison Lilly Pulitzer, Kate Spade, and Vineyard Vines are three very similar yet diverse companies that all have their own specialty products. All three companies feature ready-to- wear apparel, women’s shoes, jewelry, and handbags. Lilly Pulitzer, Kate Spade, and Vineyard Vines have very similar aesthetics. All three focus on preppy silhouettes, fabrics, and prints/designs. Kate Spade has more of a city feel to it in comparison to the coastal feel of Lilly Pulitzer and Vineyard Vines. Kate Spade products are more focused for the working consumers and for the girl on the go. Lilly

23

Pulitzer and Vineyard vines are for the island lovers. The products are staples for beach-goers and those who have bought into the island lifestyle. Both Lilly Pulitzer and Vineyard Vines have very targeted consumers. The two brands go hand-in-hand with Lilly Pulitzer focusing on women and Vineyard Vines focusing on men. Of the three, Kate Spade offers the highest quality of handbags and focuses on leather goods. Vineyard Vines is known for its signature canvas bags. Lilly Pulitzer bags are a combination of offerings featuring nylon, leather, and canvas bags.

Of the three brands, Kate Spade offers the most extensive product offerings in jewelry focusing on novelty items such as the iconic bow collection. Vineyard Vines features bangles and bracelets that compliment their seasonal prints. Lilly Pulitzer could offer broader jewelry offerings making it competitive with Kate Spade jewelry. Kate Spade offers a wide range of shoes featuring heels, boots, sandals, and tennis shoes. Lilly Pulitzer offers limited footwear such as the McKim flip-flop and the Kat Kitten Heels that are carried over every season. Vineyard Vines has very minimal footwear offerings showcasing flip-flops.

24

Lilly Pulitzer offers the most extensive line of dresses. The product offering ranges from basic cotton tunics to higher end shift dresses. This is the majority of the Lilly Pulitzer product offerings and what the company is noted for. Vineyard Vines offers similar dresses such as shifts and maxis. Kate Spade offers cocktail dresses as well as wear to work dresses. Lilly Pulitzer and Vineyard Vines dresses feature bright, island prints in contrast to Kate Spade prints such as polka dots and stripes.

Of the three brands, Vineyard Vines is the most men’s focused company. Vineyard Vines specializes in sportswear for men as well as dress shirts and

25

ties. This is the main focus for the company and where the company has created a strong market presence for itself. This is a huge opportunity for Lilly Pulitzer. Lilly Pulitzer carries minimal men’s products featuring printed silk bowties and swim trunks. Lilly Pulitzer’s sibling company Tommy Bahama has a strong presence in the preppy men’s market. Tommy Bahama and Lilly Pulitzer compliment each other well, outfitting the male and female in island lifestyle clothing. Kate Spade’s sibling company Jack Spade focuses on men’s apparel and specialty products. This is an area where Lilly Pulitzer could expand its product offering. Vineyard Vines menswear is the bulk of their business compared to Kate Spade and Lilly Pulitzer where the majority of their business comes from women’s apparel.

Lilly Pulitzer and Vineyard Vines have entered into the specialty product offerings market through novelty product lines such as sorority collections. Both brands offer sorority products featuring specialized sorority prints. Vineyard Vines also offers customs products for Colleges, MLB teams, and NFL teams. Lilly Pulitzer and Vineyard Vines have also created exclusive products for events such as The US Open and The Kentucky Derby. This not only is a great way to expand product lines but also provides great media and marketing exposure. In addition to the products offerings mentioned above, all three brands have stationary items. These items range from drink ware, photo frames, agendas, and other odds and ends.

26

SWOT Analysis: Lil ly Pulitzer

Strengths

Lilly Pulitzer has an exceptionally strong branding image that is synonymous with American class, flirty rebellion, and a constant reminder to never taking life too seriously. Lilly Pulitzer has created a way of living that consumers cannot resist nor find in any other designer or brand. The emotional connections to the Lilly Pulitzer store and iconic designs have created a multigenerational buzz for the playful patterned pieces that have allowed the company to operate successfully for over fifty years. Oxford Industries, Inc. purchased Sugartown Worldwide Inc. (Lilly Pulitzer) in 2010 and the brand has been doing well ever since. Oxford Industries, Inc. is the parent company for other financially stable fashion brands such as Tommy Bahama, Ben Sherman, and Lanier Clothes. Oxford Industries, Inc. is devoted to continuing the success of the brand. The parent company is financially stable and has almost doubled the business since inquiring the company four years ago (Oxford Industries, 2013).

Strengths

1. Branding 2. Strong Parent Company

Weaknesses

1. Product Quality 2. Geographical Exposure

Opportunities

1. Men’s Line 2. Store Expansion

Threats

1. Market Saturation 2. Design Innovations

27

Weaknesses

Lilly Pulitzer products are mainly created in overseas factories. This is a very common practice for mass-market fashions. Although Lilly products are extremely detail oriented, the quality of fabrics, fasteners, and threads are not of the highest degree. Fading and shrinking have been issues for many of their cotton products. The fit of Lilly Pulitzer apparel is not standardized across products. The fit greatly differs by silhouette, which often results in customer complaints and frequent returns. Lilly Pulitzer is known as an east coast brand. Although, the company has an online, catalogue, and large wholesale presence, the full-price retail store presence is still mainly only prominent in east coast locations. Because the brand is not accessible in all major cities, the brand is at a disadvantage when compared to other brands that are better exposed geographically (Oxford Industries, 2013).

Opportunities Lilly Pulitzer has a strong women’s market audience. The company has potential to grow in the men’s market. This would not only allow women to shop for their children and themselves, but as well as for men. This would make the brand accessible to a new target consumer. Vineyard Vines does very well in the men’s business and this is definitely an area where Lilly Pulitzer could expand its business. As previously stated, geographical exposure is currently a weakness for Lilly Pulitzer. An opportunity for Lilly Pulitzer is store expansion. In the past year, Lilly Pulitzer has opened four new store locations. This will continue to create excitement for the brand in new locations and exposure different areas of the country to the colorful world of Lilly Pulitzer (Oxford Industries, 2013).

28

Threats

Lilly Pulitzer is a higher-end lifestyle fashion company that is threatened by market saturation. With the rise of the “sorority girl” target market, the increase of preppy, sorority brands have also increased. Many less expensive companies have targeted these consumers. Because these consumers have less disposable income, customers may shop at a less expensive retailer. Over the past few seasons, Lilly Pulitzer designs and silhouettes have been repetitive. Staple items such as the McKim flip flop and the shift dress will always be iconic to the brand and offered every season in multiple color ways and prints. However, design innovation has been lacking from season to season. New products and fashion silhouettes must become a focus for the company to maintain a fashion conscious consumer base (KateSpade, 2013).

SWOT Analysis: Kate Spade

Strengths

1. Creative and Innovative Designs 2. Multichannel Retail ing

Weaknesses

1. Heavy Focus on Third Party Manufacturing 2. Recent Financial Struggles

Opportunities

1. Social Media 2. Customer Service

Threats

1. Intense Competition 2. Counterfeit Goods

29

Strengths Kate Spade has made a name for itself with its creative and novelty designs. The company began as a handbag company and quickly evolved into a full-blown fashion brand with its ultra-girly and quirky designs. The designs set Kate Spade apart from competitors in that their designs are always very recognizable as Kate Spade products. The company does well because it offers consumers a sophisticated, yet fun fashion retailer that is very emotionally connected to many consumers. In addition to having an exceptional creative team, Kate Spade thrives because it is a multichannel retailer. The brand is very accessible to customers. The products are sold in full-price retail stores, outlets, wholesale channels, and licensed boutiques. In addition to these channels, Kate Spade has a strong online presence that allows consumers to shop the brand from all over the world (Kate Spade, 2013).

Weaknesses

Kate Spade has two main areas that are of current concern. One of the areas that is currently a weakness is solely relying on third party retailers. Kate Spade does not own any of its own manufacturing facilities. This allows for discrepancies in fabrics, trimmings, and other raw materials that could hurt the overall quality of Kate Spade products. The brand has also struggled financially over the past few fiscal years. As competition has heated up, the brand has seen a steady decline in sales that has diluted the brand image through having larger in store and outlet sales (Kate Spade, 2013).

30

Opportunities An area where Kate Spade could explore are all types of social media outlets. Social media is huge marketing tool that can be very beneficial for brand awareness, loyalty, and overall attract new customers. Kate Spade has Facebook, Twitter, Instagram, and Pinterest accounts. However, these accounts are not up to speed with other similar retailers. Kate Spade could use these outlets to promote the brand and interactively engage their customers. Kate Spade also could focus on their customer service and relations with loyal customers. They currently do not have any kind of program put in place to reward frequent customers. This is something that the brand could explore and ultimately set themselves apart from other retailers (Kate Spade, 2013).

Threats Kate Spade has felt intense competition in recent years. With the rise of brands such as Michael Kors, Kate Spade has seen a financial struggle and lost part of its market share. Tory Burch, C Wonder, and other similar fashion retailers also pose threats to the overall wellness of the company. Kate Spade has also struggled with the increase of counterfeit goods and knockoff products. This hurts the integrity of the brand and further dilutes the overall image of the brand as well as hurts the revenue of the company.

SWOT Analysis: Vineyard Vines

Strengths

1. Niche market 2. Lifestyle Brand

Weaknesses

1. Limited Exposure 2. Limited Products

31

Opportunities

1. Expansion 2. Marketing

Threats

1. Market Saturation 2. Financial Resources

Strengths Vineyard Vines is a company that evolved from two brothers who were over the city working life and wanted to live the “American Dream.” The company has created a niche market for itself by focusing on the men’s tie business. The company is a notable lifestyle brand for those living on the east coast. The motto of the company is “Every Day Should Feel This Good” which has strong emotional appeals to consumers. Consumers are not only buying quality products but also buying into the Vineyard Vines lifestyle (Vineyard Vines, 2013).

Weaknesses

Vineyard Vines like all companies have areas where it could improve. The company has limited exposure and limited product offerings. The company has just recently opened a store location in New York City, the major fashion capital of the United States. The products have limited exposure that does not allow them to actively compete against similar brands. The product offerings are also limited compared to competitors (Vineyard Vines, 2013).

Opportunities

There are many opportunities for Vineyard Vines. Expansion is the most prominent opportunity for the company. The company is offered in limited locations. By opening new stores and new wholesales channels, the brand

32

would become too much more accessible. Vineyard Vines has a very strong marketing program. Because the preppy look is thriving on college campuses, a college ambassador program would give the brand more awareness as well as outlets to sell merchandise. College ambassador programs have been very successful in recent years and this would be a great way to get Vineyard Vines products in locations where opening stores is not feasible (Vineyard Vines, 2013).

Threats

Vineyard Vines is lifestyle fashion brand that is threatened by market saturation. With the rise of the preppy target market, the increase of similar brands has also increased. Many less expensive companies have targeted these consumers. Because these consumers have less disposable income, customers may shop at a less expensive retailer. Vineyard Vines is a privately owned company. Because it is a privately owned company, the brand does not have all of the same resources as publically owned companies. One of the biggest missing resources is a large cash flow. If the company takes a turn for the worse, it may be unsalvageable (Vineyard Vines, 2013).

Overview

Lilly Pulitzer, Kate Spade, and Vineyard Vines are all companies that have areas where they thrive, show weakness, opportunities, and threats to the overall wellbeing of the company. These are specifically highlighted in the paragraphs above. Overall, Lilly Pulitzer is financially strong company that thrives through its rich heritage. Like the other three retailers, Lilly Pulitzer would thrive through expanding into new geographical locations. Increasing product quality and exploring a men’s line would also further better the business for Lilly Pulitzer. In conclusion, Lilly Pulitzer is a very healthy company that thrives on being the queen of preppy fashions.

33

Line Development

Target Customer

Blair Kensington is a 32-year-old outgoing mother and philanthropist. She is married to her college sweet heart that she met at Yale. While at Yale she received a business degree. Blair is originally from Connecticut, but after finishing college she moved to Boston with her husband where they live in their Newbury Street apartment that Blair’s parents bought for them. Blair is a stay at home mother of two, James, 5, and Ragan, 3. Her husband is a very successful entrepreneur where he makes $350,000 a year. Blair enjoys partaking in philanthropic events, taking her golden retriever, Sophie, for walks, summering in Martha’s Vineyard, and going out with her friends and husband. Blair takes pride in how she dresses and spends a lot of money on her clothing.

Blair gets her Lilly Pulitzer fix from many different locations in the Boston area. She frequents In The Pink; a Lilly Pulitzer Signature Store located just a few blocks away from her apartment on Newbury Street (Lilly Pulitzer, 2014). She is a favorite customer at In the Pink so she comes in to shop every time new merchandise comes in which is about twice a week . She is

34

on the frequent customer list and is in touch with store managers on a weekly basis. She has also co-chaired many benefits at In The Pink. Per trip, Blair spends around $500-$1200 and she likes to purchase a lot at time. While shopping, she buys little Lillys for her daughter Ragan and men’s accessories for her husband.

By following famous fashion bloggers such as Blair Eadie, and subscribing to top fashion magazines, Blair stays on track with the current fashion trends. She likes to be considered a fashion leader when it comes to her apparel and her friends go to her for fashion advice. Along with Lilly Pulitzer, Blair also shops brands such as, J.Crew, Tory Burch, Vineyard Vines, Michael Kors, and Kate Spade.

This upcoming season Blair is looking for apparel to get her ready for the nice weather in the spring and her favorite summer soirees. Blair likes to be comfortable while running errands around town, but she also likes to make a statement and be pulled together always. She is looking for classic, preppy apparel with statement accessory pieces.

35

Trend Report: Spring/Summer 2015

Silhouettes

Silhouettes this Spring/Summer 2015 season will be very different in comparison to previous seasons. According to Donegar (2014), skirt lengths will evolve to be knee grazing, pants are becoming fuller, and tops are cropped or to the top of the thigh. Techno fabrics have influenced a structured top, sheer fabrics make perfect feminine blouses, and tunics are shown in multiple materials. Shift dresses are a key silhouette this season for they are easy to wear in a woven or knit. Shirt dressing, slips, and sheaths are also popular silhouettes. Jumpsuits, full pants, and midi skirts are among the key silhouettes for bottoms. In addition, pleated skirts, skorts, and short skirt will be among the Spring/Summer 2015 lines.

36

Key Items

Key items for Spring/Summer 2015 will cover a full spectrum of items. Structured tops are a major item because it looks great with skirts and many fabrics work well for this item such as neoprene and satin. Shift dresses will also be a major item for this selling season for they are flattering on many body types, works well in many materials, and transitions for day-to-night dressing. Full and relaxed pants will also be a key item. This will steer the direction away from skinny and straight pants and put a focus on relaxed bottoms (Donegar, 2013).

37

Fabrics

There are many fabric trends for Spring/Summer 2015. According to Donegar Creative Services (2014) , this season’s fabrics will be a combination of technical and decorative fabrics. Some of these featured fabrics will include printed cotton, blended linen, and patterned jacquards. In addition to these fabrics, Spring/Summer 2015 will showcase gingham, lace, eyelet, and mesh. Performance fabrics, mesh, and neoprene will also be seen throughout the Spring/Summer 2015 collections. Sheer crepes, summer tweeds, and metallics add opulence and novelty to the fabric trends. These fabrics will work well together to create a comprehensive line featuring feminine, active, and staple fabrics.

38

Prints

WGSN (2014) has four major overlying themes for Spring/Summer 2015 such as Impulse, Harmony, Memory, and Core. Listed below are the individual print stories for each theme.

Impulse

Impulse features a very playful and animated print story. The prints showcase summer favorites such as palm trees and popsicle graphics. Floral abstracts, retro swim, and collegiate season are a few of the elements that make Impulse an exciting Spring/Summer print story (WGSN, 2013).

Harmony

Harmony focuses on all things natural from scene scapes to wild flowers. This print story is all about nature and the Earth’s natural beautiful settings (WGSN, 2013).

39

Memory

Memory combines elements from the past and the future. Its prints feature vintage florals, faded photos, oxide tarnish, and hazy thoughts (WGSN, 2013).

Core

Core focuses on meaningful edits, perfect circles, and natural abstractions.

Colors

The color palette above “En Plein Air” shows the color trends for Spring 2015 from Pantone. The color palette is described as being on the cooler and softer side of the color spectrum as well as being an ethereal mix of understated brights, pale pastels, and neutrals creating a daydreamers feel. As the season moves towards the warmer months, the color palettes feature floral art, tropical landscapes, and retro delights (Pantone, 2014).

40

Listed below are the individual color palettes for the four major themes for Spring/Summer 2015 from WGSN.

Impulse

Impulse is the ultimate summer color palette featuring ice cream tone with seaside colors. The color palette is complete with swimming pool blues, citrons, corals, and cranberry (WGSN, 2013).

Harmony

Harmony focuses on Earth tones and nature. It speaks to untouched beauty through the combination of soft tones and sweet peaches (WGSN, 2013).

Memory

Memory is full of fragrance and strong colors. It connects the past with the future and tells a narrative through color (WGSN, 2013).

Core

Core speaks to foundation colors. It is the heart of classic neutrals (WGSN, 2013).

41

Lil ly Pulitzer Spring/Summer 2015: Retro Paradise

Lilly Pulitzer is an iconic fashion brand that is synonymous with preppy silhouettes, floral patterns, and vibrant colors. For Spring/Summer 2015, Lilly Pulitzer will incorporate many of the megatrends from Donegar, WGSN, and Pantone including a vibrant color palette and printed fabrics. Lilly Pulitzer follows a fashion delivery pattern from the all white collection released every February to notorious vibrant shift dresses towards the warmer months. Retro Paradise will incorporate the forecasted elements in a way that is true to Lilly Pulitzer as a brand and will continue to keep the brand up-to-date and fashionable. Retro Paradise will engage all of the Lilly Pulitzer target customers from the oldest to the youngest. Retro Paradise will be complimented through signature Lilly Pulitzer accessories in Retro Paradise colors, fabrics, and prints. Retro Paradise connects the history of Lilly Pulitzer with the future of the brand through a fun, girly, and glamorous way.

42

Silhouettes & Key Items

Retro Paradise will focus on a few major silhouettes. The shift dress will be the number one silhouette for it is the signature Lilly Pulitzer item in addition to being a key silhouette for Spring/Summer 2015. Jumpsuits will also be a favorite silhouette, featuring soft floral rompers and full-length jumpsuits in a variety of fabrics. Skorts will continue to gain popularity and be geared to the college Lilly Pulitzer customer. Full pants will be a favorite among all Lilly Pulitzer customers; they are lightweight, easy to wear, and can be easily dressed up or down.

43

Fabrics

Retro Paradise will feature many of the fabrics listed in the trend forecasts. In addition to signature Lilly Pulitzer fabrics such as cotton, linen, and jacquard, Retro Paradise will incorporate jacquards for the older consumers, metallics for the dressier pieces, and seersucker for the college students. Eyelet and Lace will also be used on dresses, skirts, and shorts to complete the collection.

Prints

Prints are what Lilly Pulitzer does best! Retro Paradise will feature many prints including vintage florals, palm tree graphics, and animated summer favorites. These prints are very playful, keeping in line with the overall aesthetic of Lilly Pulitzer. Retro stripes will also be featured as well as ocean graphics.

44

Colors

The colors for Retro Paradise come from the Impulse trend on WGSN (2013) . These colors go directly in line with the creative direction of Lilly Pulitzer. The combination of poolside blues with the rich corals and reds of ripe berries makes for a perfect summer palette. The incorporation of neutrals such as grays, black, and white off set the ultra vibrant color palette.

45

Concept Board: Spring/Summer 2015

Retro Paradise is all about the celebration of summer fun. The theme incorporates retro elements through color scheme, silhouettes, and overall aesthetic elements. Icons such as Brigitte Bardot fit perfectly into this kind of line from her iconic makeup and hair to shift dressing. Retro Paradise is all about relaxing and having fun while seaside or city-side. Retro Paradise is a way of life the Lilly girl cannot resist!

46

Color Story

Flirtini Pink Melon Madness Colada Cream Gray Skies 18-2120 TCX 16-1349 TCX 11-4201 TCX 16-0906 TCX

Blue Hawaiian Turquoise Curacao Green Margarita 14-311 TCX 16-4728 TCX 14-0445 TCX

Print Story

Shady Lady Another Round Please! Flock To Me

47

Fabric Story

Swatch

Fabric Name

Fiber

Content

Sustainabil ity

Special

Care

Vendor

Wholesale Price per

yard

Island Breeze Gauze

100% Cotton

Tops, Dresses,

Bathing Suit Cover-ups,

Skirts

Machine

Wash Cold/

Tumble Dry Low

Fabric.com

$1.99

Kaufman Classic

Seersucker Stripe

55% Cotton,

45% Polyester

Summer Suits, Dresses,

Children’s Apparel, Skirts

Machine

Wash Cold/

Tumble Dry Low

Fabric.com

$3.74

Jacquard Mini Dot

Lace

100% Polyester

Dresses and Skirts

Machine

Wash Gentle/ Lay Flat

Fabric.com

$2.99

Playful Jacquard

100% Polyester

Blouses, Fuller Skirts, Dresses

with a l ining

Dry Clean

Fabric.com

$6.49

Kumari Garden Sujata

100% Cotton

Dresses, Skirts

Machine

Wash Cold/

Tumble Dry Low

Fabric.com

$4.74

48

Style Sheets

54

Key Items

These five items are chosen as the key items for their unique yet versatile qualities. The clean line of the shift dress looks great dressed up or down. The shift is the staple item for Lilly Pulitzer and is currently a key fashion item. The sweater is a nice lightweight option for the Spring/Summer 2015 season. Whether worn in a print or solid, this simple summer sweater is great when paired with pants, skorts, or shorts. The high-waisted pants have a retro vibe that looks great as a casual outfit or paired with a dressy top and heels. The skort is a piece that is a staple for Lilly Pulitzer in addition to the shift dress. This item is fashionable but yet every inline with the aesthetic of Lilly Pulitzer. This item is perfect for running errands around town or weekending in Martha’s Vineyard. Lastly, the Jumpsuit is an easy look to master. The jumpsuit can be paired with flats and a jacket for the daytime and transformed to a night out on the town when paired with heels.

All Images (WGSN, 2014)

55

Key Outfits

This jumpsuit is an easy to wear outfit that has a retro vibe. It makes a statement and shows off the consumer’s fashionable side. This jumpsuit can be worn with wedges and dressed up for a night out.

The shift dress is a key item that has been a staple in the Lilly Pulitzer lines since the very first juice stand. This dress can be dressed down for a day around the town when paired with sandals and understated jewelry or dressed up with wedges and a statement necklace.

56

This lightweight sweater and skort make the perfect day outfit. This outfit works well for spring days in New England because it accommodates for chilly spring weather. The skort adds a fashionable element to the look.

These pants are a great spring staple item that is also very fashionable. The fun print and wide leg silhouette add to the carefree aesthetic of Lilly Pulitzer. The look is pulled together with a lightweight sweater.

57

This is a dressier look for the wide leg pants. The embellished shell has jeweled detailing around the neckline that instantly dresses up the look. The flowy pants go well with a fitted top.

58

Merchandising Plan

Quick Costing

Style Number

Unit Retail

Unit Cost

Target Fabric Cost Fabric Quick Cost - Breakdowns

Fabric Quick Cost - TOTAL

WT10001 $128.00 $51.20 $30.72 $4.74 Embell ished Shell $4.74

WT10002 $98.00 $39.20 $23.52

$2.19 Sleeveless Button

Down $2.19

WT10003 $118.00 $47.20 $28.32 $4.38 Sweater $4.38 WB20001 $168.00 $67.20 $40.32 $12.80 Wide Leg Pants $12.80 WB20002 $88.00 $35.20 $21.12 $6.04 Shorts $6.04 WB20003 $128.00 $51.20 $30.72 $4.86 Skort

$10.90 $6.04 Shorts WD30001 $208.00 $83.20 $49.92 $16.59 Jumpsuit $16.59 WD30002 $228.00 $91.20 $54.72 $14.28 Sleeveless Dress $14.28 WD30003 $248.00 $99.20 $59.52 $14.28 Sleeveless Mini Dress $14.28 WD30004 $188.00 $75.20 $45.12 $11.96 Shift Dress

$19.88 $7.92 Lining Fabric

WD30005 $168.00 $67.20 $40.32 $10.43 Sleeveless Shift Dress $10.43 WD30006 $228.00 $91.20 $54.72 $8.98 Sheath Dress $8.98

According to the table above, Quick Costing reveals that all garments can be offered for the retail prices that are listed in the style sheets.

59

Six-Month Merchandising Plan

SEASON Feb Mar Apr May June July TOTAL

SALE Last Year % 17% 17% 15% 18% 25% 8% 100%

LY $$

$ Plan $45,900 $45,900 $40,500 $48,600 $67,500 $21,600 $270,000

Percent of Increase

Revised

Actual RETAIL Last Year STOCK Plan $142,290 $114,750 $93,150 $97,200 $135,000 $75,600 $657,990 (BOM) Percent of Increase

$ Revised Actual

MARKDOWNS Last Year

Plan (dollar) $918 $918 $810 $972 $1,350 $432 $5,400

$ Plan (%) 2% 2% 2% 2% 2% 2% 2%

Percent of Increase

Revised

Actual RETAIL Last Year

PURCHASES Plan $19,278 $25,218 $45,360 $87,372 $9,450 $99,432 $286,110

Percent of Increase

Revised

Actual PERCENT OF Last Year

INITIAL Plan $7,711 $10,087 $18,144 $34,949 $3,780 $39,773 $114,444 MARKUPS Percent of Increase 60% 60% 60% 60% 60% 60% 60%

Revised

Actual ENDING Last Year STOCK Plan $114,750 $93,150 $97,200 $135,000 $75,600 $153,000 (EOM) Percent of Increase 31-Jul Revised

Actual

Stock-Sales Ratio 3.1 2.5 2.3 2.0 2.0 3.5 2.437

60

Planning Process- Formulas

Planned Sales = Last years % x Season Total ($270,000) 18% x $270,000 = $48,600

Planned Retail Stock (BOM) = Planned sales x Stock to Sales Ratio $48,600 x 2.0 = $97,200

Planned Markdowns $ = Planned Sales x Planned Markdown % $48,600 x 2% = $972

Planned Retail Purchases = (Planned Sales + Planned Ending Stock (EOM) + Planned Markdown $) - Planned Retail Stock (BOM) ($48,600 + 135,000 + $972) - $97,200 = $87,372

Planned % of Initial Markups = Planned Retail Purchases X .04 (40%) $87,372x 40% = $34,949

Planned Ending Stock (EOM) of one month is the same as BOM for the following month, i.e. stock at the beginning of May (5/1) is the same as the end of April (4/30).

Planned Numbers for May

All of the following figures are for the store location in Boston, Massachusetts for the month of May. The planned sales in May were calculated to be $48,600. The planned retail stock (BOM) is $97,200, which is the EOM of the month of April. $972 is the markdown amount. The retail purchases for the month of May were calculated to be $87,372. Sixty percent is the planned percentage of initial markups (% of IMU). The planned ending stock (EOM) for May was calculated to be $135,000, which is the BOM for the month of June. The total stock to sales ratio is 2.437, which is calculated by dividing the total retail stock (BOM) by the total planned sales ($657,990/$270,000= 2.437). All garments in every size and every color will not surpass the figure in the green box on the six- month merchandising plan.

61

Ratios

The following ratios are based on research from the Lilly Pulitzer website, forecasting websites, and what the Lilly Pulitzer target customer desires for the upcoming season. The figures below reflect the research conducted and have been split into categories of style, color, and size.

Style Distribution Ratios

Class # Class Percentage

1 Tops 25%

2 Bottoms 15%

3 Dress 60%

The style distribution ratios are calculated through research done on the Lilly Pulitzer website. The line is created with more dresses than tops and bottoms as shown in the style sheets. This is due to the nature of the brand and the traditional dress focus of the brand (Doneger, 2014; LillyPulitzer.com, 2014).

62

Size Distribution Ratios

Size Percentage Size Percentage X-Small 25% 0 20% Small 30% 2 20%

Medium 20% 4 25% Large 15% 6 15%

X-Large 10% 8 10% 10 5% 12 5%

Sizes are all based on what is offered on the Lilly Pulitzer website for tops, bottoms, and dresses. The size distribution ratios are based on Lilly Pulitzer target customer, the averages size that customer, and also, what is successful for the store. The majority of sizes will be x-smalls and smalls, as well as sizes zeroes, twos, and fours (LillyPulitzer.com, 2014).

63

Color Distribution Ratios

Color Percentage

Flirtini Pink 15%

Melon Madness 5%

Colada Cream 11%

Gray Skies 8%

Blue Hawaiian 13%

Turquoise Curacao 5%

Green Margarita 10%

Shady Lady 11%

Flock to Me 11%

Another Round Please! 11%

The color distribution is inline with the color distribution of Lilly Pulitzer and the colors forecasted for the Spring/Summer 2015 season. The assortment focuses on pink and green, which are Lilly Pulitzer signature colors as well as prints which Lilly Pulitzer clothing is notorious for (Donegar, 2013; Lilly Pulitzer, 2014).

64

Assortment Plans

Embellished Shell Style #WT10001

Assortment

Plan Style # WT10001

Class SKU # Short Description Color Size Total

Quantity Unit Cost Unit Retail Total Cost Total Retail

1 WT10001-BH1

Embellished Shell

Blue Hawaiian 0 5 $51.20 $128.00 $256.00 $640.00

1 WT10001-BH2

Embellished Shell

Blue Hawaiian 2 5 $51.20 $128.00 $256.00 $640.00

1 WT10001-BH3

Embellished Shell

Blue Hawaiian 4 6 $51.20 $128.00 $307.20 $768.00

1 WT10001-BH4

Embellished Shell

Blue Hawaiian 6 4 $51.20 $128.00 $204.80 $512.00

1 WT10001-BH5

Embellished Shell

Blue Hawaiian 8 3 $51.20 $128.00 $153.60 $384.00

1 WT10001-BH6

Embellished Shell

Blue Hawaiian 10 2 $51.20 $128.00 $102.40 $256.00

1 WT10001-BH7

Embellished Shell

Blue Hawaiian 12 2 $51.20 $128.00 $102.40 $256.00

1 WT10001-FP1

Embellished Shell Flirtini Pink 0 5 $51.20 $128.00 $256.00 $640.00

1 WT10001-FP2


1 WT10001-FP3


1 WT10001-FP4


1 WT10001-FP5


65

1 WT10001-FP6


1 WT10001-FP7


1 WT10001-CC1

Embellished Shell

Cream Colada 0 4 $51.20 $128.00 $204.80 $512.00

1 WT10001-CC2

Embellished Shell

Cream Colada 2 4 $51.20 $128.00 $204.80 $512.00

1 WT10001-CC3

Embellished Shell

Cream Colada 4 5 $51.20 $128.00 $256.00 $640.00

1 WT10001-CC4

Embellished Shell

Cream Colada 6 3 $51.20 $128.00 $153.60 $384.00

1 WT10001-CC5

Embellished Shell

Cream Colada 8 2 $51.20 $128.00 $102.40 $256.00

1 WT10001-CC6

Embellished Shell

Cream Colada 10 1 $51.20 $128.00 $51.20 $128.00

1 WT10001-CC7

Embellished Shell

Cream Colada 12 1 $51.20 $128.00 $51.20 $128.00

1 WT10001-GM1

Embellished Shell

Green Margarita 0 4 $51.20 $128.00 $204.80 $512.00

1 WT10001-GM2

Embellished Shell

Green Margarita 2 4 $51.20 $128.00 $204.80 $512.00

1 WT10001-GM3

Embellished Shell

Green Margarita 4 5 $51.20 $128.00 $256.00 $640.00

1 WT10001-GM4

Embellished Shell

Green Margarita 6 3 $51.20 $128.00 $153.60 $384.00

1 WT10001-GM5

Embellished Shell

Green Margarita 8 2 $51.20 $128.00 $102.40 $256.00

1 WT10001-GS1

Embellished Shell Gray Skies 0 2 $51.20 $128.00 $102.40 $256.00

1 WT10001-GS2


1 WT10001-GS3


Totals 100 $5,120 $12,800.00

66

Sleeveless Button Down Style#WT10002

Assortment Plan

Style # WT10002


Quantity Unit Cost Unit Retail Total

Cost Total Retail

1 WT10002-BH1

Sleeveless Button Down

Blue Hawaiian XS 8 $39.20 $98.00 $313.60 $784.00

1 WT10002-BH2


Blue Hawaiian S 11 $39.20 $98.00 $431.20 $1,078.00

1 WT10002-BH3


Blue Hawaiian M 7 $39.20 $98.00 $274.40 $686.00

1 WT10002-BH4


Blue Hawaiian L 5 $39.20 $98.00 $196.00 $490.00

1 WT10002-BH5


Blue Hawaiian XL 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-FP1


Flirtini Pink XS 8 $39.20 $98.00 $313.60 $784.00

1 WT10002-FP2


Flirtini Pink S 11 $39.20 $98.00 $431.20 $1,078.00

1 WT10002-FP3


Flirtini Pink M 6 $39.20 $98.00 $235.20 $588.00

1 WT10002-FP4


Flirtini Pink L 5 $39.20 $98.00 $196.00 $490.00

1 WT10002-FP5


Flirtini Pink XL 4 $39.20 $98.00 $156.80 $392.00

1 WT10002- Sleeveless Cream XS 5 $39.20 $98.00 $196.00 $490.00

67

CC1 Button Down

Colada

1 WT10002-CC2


Cream Colada S 8 $39.20 $98.00 $313.60 $784.00

1 WT10002-CC3


Cream Colada M 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-CC4


Cream Colada L 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-CC5


Cream Colada XL 3 $39.20 $98.00 $117.60 $294.00

1 WT10002-GM1


Green Margarita XS 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-GM2


Green Margarita S 5 $39.20 $98.00 $196.00 $490.00

1 WT10002-GM3


Green Margarita M 3 $39.20 $98.00 $117.60 $294.00

1 WT10002-GM4


Green Margarita L 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-GM5


Green Margarita XL 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-GS1


Gray Skies XS 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-GS2


Gray Skies S 5 $39.20 $98.00 $196.00 $490.00

1 WT10002-GS3


Gray Skies M 3 $39.20 $98.00 $117.60 $294.00

1 WT10002-GS4


Gray Skies L 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-GS5


Gray Skies XL 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-FT1


Flock To Me XS 5 $39.20 $98.00 $196.00 $490.00

1 WT10002-FT2


Flock To Me S 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-FT3


Flock To Me M 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-FT4


Flock To Me L 3 $39.20 $98.00 $117.60 $294.00

1 WT10002-FT5


Flock To Me XL 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-SL1 Sleeveless

Button Down

Shady Lady XS 5 $39.20 $98.00 $196.00 $490.00

68


Button Down

Shady Lady S 4 $39.20 $98.00 $156.80 $392.00


Button Down

Shady Lady M 4 $39.20 $98.00 $156.80 $392.00


Button Down

Shady Lady L 3 $39.20 $98.00 $117.60 $294.00


Button Down

Shady Lady XL 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-AR1


Another Round Please!

XS 5 $39.20 $98.00 $196.00 $490.00

1 WT10002-AR2



S 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-AR3



M 4 $39.20 $98.00 $156.80 $392.00

1 WT10002-AR4



L 2 $39.20 $98.00 $78.40 $196.00

1 WT10002-AR5



XL 2 $39.20 $98.00 $78.40 $196.00

Totals 178 $6,978 $17,444.00

69

Sweater Style#WT10003

Assortment Plan

Style # WT10003



Cost Total Retail

1 WT10003-BH1

Sweater

Blue Hawaiian XS 9 $47.20 $118.00 $424.80 $1,062.00

1 WT10003-BH2 Sweater Blue

Hawaiian S 12 $47.20 $118.00 $566.40 $1,416.00


Hawaiian M 7 $47.20 $118.00 $330.40 $826.00


Hawaiian L 5 $47.20 $118.00 $236.00 $590.00


Hawaiian XL 4 $47.20 $118.00 $188.80 $472.00

1 WT10003-FP1 Sweater Flirtini Pink XS 9 $47.20 $118.00 $424.80 $1,062.00

1 WT10003-FP2 Sweater Flirtini Pink S 12 $47.20 $118.00 $566.40 $1,416.00

1 WT10003-FP3 Sweater Flirtini Pink M 6 $47.20 $118.00 $283.20 $708.00

1 WT10003-FP4 Sweater Flirtini Pink L 5 $47.20 $118.00 $236.00 $590.00

1 WT10003-FP5 Sweater Flirtini Pink XL 4 $47.20 $118.00 $188.80 $472.00

1 WT10003-CC1 Sweater Cream

Colada XS 5 $47.20 $118.00 $236.00 $590.00

70


Colada S 9 $47.20 $118.00 $424.80 $1,062.00


Colada M 12 $47.20 $118.00 $566.40 $1,416.00


Colada L 4 $47.20 $118.00 $188.80 $472.00

1 WT10003-CC5

Sweater

Cream Colada XL 3 $47.20 $118.00 $141.60 $354.00

1 WT10003-GM1 Sweater Green

Margarita XS 6 $47.20 $118.00 $283.20 $708.00


Margarita S 5 $47.20 $118.00 $236.00 $590.00


Margarita M 3 $47.20 $118.00 $141.60 $354.00


Margarita L 2 $47.20 $118.00 $94.40 $236.00


Margarita XL 2 $47.20 $118.00 $94.40 $236.00

1 WT10003-GS1 Sweater Gray Skies XS 5 $47.20 $118.00 $236.00 $590.00

1 WT10003-GS2 Sweater Gray Skies S 5 $47.20 $118.00 $236.00 $590.00

1 WT10003-GS3 Sweater Gray Skies M 3 $47.20 $118.00 $141.60 $354.00

1 WT10003-GS4 Sweater Gray Skies L 2 $47.20 $118.00 $94.40 $236.00

1 WT10003-GS5 Sweater Gray Skies XL 2 $47.20 $118.00 $94.40 $236.00

1 WT10003-FT1 Sweater Flock To Me XS 6 $47.20 $118.00 $283.20 $708.00

1 WT10003-FT2 Sweater Flock To Me S 5 $47.20 $118.00 $236.00 $590.00

1 WT10003-FT3 Sweater Flock To Me M 4 $47.20 $118.00 $188.80 $472.00

1 WT10003-FT4 Sweater Flock To Me L 3 $47.20 $118.00 $141.60 $354.00

1 WT10003-FT5 Sweater Flock To Me XL 2 $47.20 $118.00 $94.40 $236.00

1 WT10003-SL1 Sweater Shady Lady XS 6 $47.20 $118.00 $283.20 $708.00

1 WT10003-SL2 Sweater Shady Lady S 5 $47.20 $118.00 $236.00 $590.00

71

1 WT10003-SL3 Sweater Shady Lady M 4 $47.20 $118.00 $188.80 $472.00

1 WT10003-SL4 Sweater Shady Lady L 3 $47.20 $118.00 $141.60 $354.00

1 WT10003-SL5 Sweater Shady Lady XL 2 $47.20 $118.00 $94.40 $236.00

1 WT10003-AR1 Sweater


XS 6 $47.20 $118.00 $283.20 $708.00



S 5 $47.20 $118.00 $236.00 $590.00



M 4 $47.20 $118.00 $188.80 $472.00



L 2 $47.20 $118.00 $94.40 $236.00



XL 2 $47.20 $118.00 $94.40 $236.00

Totals 200 $9,440 $23,600.00

72

Wide Leg Pants Style#WB20001

Assortment Plan

Style # WB20001



Cost Total Retail

2 WB20001-TC1

Wide Leg Pants

Turquoise Curacao 0 5 $67.20 $168.00 $336.00 $840.00

2 WB20001-TC2

Wide Leg Pants


2 WB20001-TC3

Wide Leg Pants


2 WB20001-TC4

Wide Leg Pants


2 WB20001-TC5

Wide Leg Pants


2 WB20001-TC6

Wide Leg Pants


2 WB20001-TC7

Wide Leg Pants


2 WB20001-MM1

Wide Leg Pants

Melon Madness 0 3 $67.20 $168.00 $201.60 $504.00

2 WB20001-MM2

Wide Leg Pants

Melon Madness 2 3 $67.20 $168.00 $201.60 $504.00

2 WB20001- Wide Leg Melon 4 2 $67.20 $168.00 $134.40 $336.00

73

MM3 Pants Madness

2 WB20001-MM4

Wide Leg Pants

Melon Madness 6 2 $67.20 $168.00 $134.40 $336.00

2 WB20001-MM5

Wide Leg Pants

Melon Madness 8 1 $67.20 $168.00 $67.20 $168.00

2 WB20001-GS1

Wide Leg Pants Gray Skies 0 3 $67.20 $168.00 $201.60 $504.00

2 WB20001-GS2


2 WB20001-GS3


2 WB20001-GS4


2 WB20001-GS5


2 WB20001-AR1

Wide Leg Pants


0 5 $67.20 $168.00 $336.00 $840.00

2 WB20001-AR2

Wide Leg Pants


2 5 $67.20 $168.00 $336.00 $840.00

2 WB20001-AR3

Wide Leg Pants


4 4 $67.20 $168.00 $268.80 $672.00

2 WB20001-AR4

Wide Leg Pants


6 4 $67.20 $168.00 $268.80 $672.00

2 WB20001-AR5

Wide Leg Pants


8 3 $67.20 $168.00 $201.60 $504.00

2 WB20001-AR6

Wide Leg Pants


10 3 $67.20 $168.00 $201.60 $504.00

2 WB20001-AR7

Wide Leg Pants


12 2 $67.20 $168.00 $134.40 $336.00

Totals 75 $5,040 $12,600.00

74

Scalloped Short Shorts Style#WB20002

Assortment Plan

Style # WB20002



Cost Total Retail

2 WB20002-BH1 Shorts Blue

Hawaiian 0 8 $35.20 $88.00 $281.60 $704.00


Hawaiian 2 8 $35.20 $88.00 $281.60 $704.00


Hawaiian 4 7 $35.20 $88.00 $246.40 $616.00


Hawaiian 6 6 $35.20 $88.00 $211.20 $528.00


Hawaiian 8 3 $35.20 $88.00 $105.60 $264.00


Hawaiian 10 2 $35.20 $88.00 $70.40 $176.00


Hawaiian 12 2 $35.20 $88.00 $70.40 $176.00

2 WB20002-FP1 Shorts Flirtini Pink 0 7 $35.20 $88.00 $246.40 $616.00





75



2 WB20002-CC1 Shorts Colada

Cream 0 5 $35.20 $88.00 $176.00 $440.00


Cream 2 5 $35.20 $88.00 $176.00 $440.00


Cream 4 5 $35.20 $88.00 $176.00 $440.00


Cream 6 4 $35.20 $88.00 $140.80 $352.00


Cream 8 4 $35.20 $88.00 $140.80 $352.00


Cream 10 3 $35.20 $88.00 $105.60 $264.00


Cream 12 2 $35.20 $88.00 $70.40 $176.00

2 WB20002-FT1 Shorts Flock To Me 0 5 $35.20 $88.00 $176.00 $440.00







2 WB20002-SL1 Shorts Shady Lady 0 4 $35.20 $88.00 $140.80 $352.00




2 WB20002- Shorts Shady Lady 8 3 $35.20 $88.00 $105.60 $264.00

76

SL5



Totals 150 $5,280 $13,200.00

77

Seersucker Skort Style#WB20003

Assortment Plan

Style # WB20003



Cost Total Retail

2 WB20003-BH1 Skort Blue

Hawaiian XS 16 $51.20 $128.00 $819.20 $2,048.00


Hawaiian S 14 $51.20 $128.00 $716.80 $1,792.00


Hawaiian M 12 $51.20 $128.00 $614.40 $1,536.00


Hawaiian L 8 $51.20 $128.00 $409.60 $1,024.00


Hawaiian XL 6 $51.20 $128.00 $307.20 $768.00

2 WB20003-FP1 Skort Flirtini Pink XS 16 $51.20 $128.00 $819.20 $2,048.00

2 WB20003-FP2 Skort Flirtini Pink S 14 $51.20 $128.00 $716.80 $1,792.00

2 WB20003-FP3 Skort Flirtini Pink M 12 $51.20 $128.00 $614.40 $1,536.00

2 WB20003-FP4 Skort Flirtini Pink L 8 $51.20 $128.00 $409.60 $1,024.00

2 WB20003-FP5 Skort Flirtini Pink XL 6 $51.20 $128.00 $307.20 $768.00

Totals 112 $5,734 $14,336.00

78

Halter Jumpsuit Style#WD30001

Assortment Plan

Style # WD30001


Quantity Unit Cost

Unit Retail

Total Cost Total Retail

3 WD30001-FT1

Halter Jumpsuit Flock To Me XS 16 $51.20 $208.00 $819.20 $3,328.00

3 WD30001-FT2

Halter Jumpsuit Flock To Me S 14 $51.20 $208.00 $716.80 $2,912.00

3 WD30001-FT3

Halter Jumpsuit Flock To Me M 12 $51.20 $208.00 $614.40 $2,496.00

3 WD30001-FT4

Halter Jumpsuit Flock To Me L 7 $51.20 $208.00 $358.40 $1,456.00

3 WD30001-FT5

Halter Jumpsuit Flock To Me XL 4 $51.20 $208.00 $204.80 $832.00

3 WD30001-SL1

Halter Jumpsuit Shady Lady XS 16 $51.20 $208.00 $819.20 $3,328.00

3 WD30001-SL2

Halter Jumpsuit Shady Lady S 14 $51.20 $208.00 $716.80 $2,912.00

3 WD30001-SL3

Halter Jumpsuit Shady Lady M 12 $51.20 $208.00 $614.40 $2,496.00

3 WD30001-SL4

Halter Jumpsuit Shady Lady L 7 $51.20 $208.00 $358.40 $1,456.00

3 WD30001-SL5

Halter Jumpsuit Shady Lady XL 3 $51.20 $208.00 $153.60 $624.00

Totals 105 $5,376 $21,840.00

79

Sleeveless Dress Style#WD30002

Assortment Plan

Style # WD30002



Cost Total Retail

3 WD30002-GM1

Sleeveless Dress

Green Margarita 0 4 $91.20 $228.00 $364.80 $912.00

3 WD30002-GM2

Sleeveless Dress

Green Margarita 2 4 $91.20 $228.00 $364.80 $912.00

3 WD30002-GM3

Sleeveless Dress

Green Margarita 4 6 $91.20 $228.00 $547.20 $1,368.00

3 WD30002-GM4

Sleeveless Dress

Green Margarita 6 3 $91.20 $228.00 $273.60 $684.00

3 WD30002-GM5

Sleeveless Dress

Green Margarita 8 2 $91.20 $228.00 $182.40 $456.00

3 WD30002-GM6

Sleeveless Dress

Green Margarita 10 2 $91.20 $228.00 $182.40 $456.00

3 WD30002-GM7

Sleeveless Dress

Green Margarita 12 2 $91.20 $228.00 $182.40 $456.00

3 WD30002-FP1

Sleeveless Dress Flirtini Pink 0 4 $91.20 $228.00 $364.80 $912.00

3 WD30002-FP2


3 WD30002-FP3

Sleeveless Dress Flirtini Pink 4 6 $91.20 $228.00 $547.20 $1,368.00

3 WD30002-FP4


3 WD30002- Sleeveless Flirtini Pink 8 2 $91.20 $228.00 $182.40 $456.00

80

FP5 Dress

3 WD30002-FP6


3 WD30002-FP7


3 WD30002-FT1

Sleeveless Dress Flock To Me 0 4 $91.20 $228.00 $364.80 $912.00

3 WD30002-FT2


3 WD30002-FT3

Sleeveless Dress Flock To Me 4 6 $91.20 $228.00 $547.20 $1,368.00

3 WD30002-FT4


3 WD30002-FT5


3 WD30002-FT6


3 WD30002-FT7


3 WD30002-SL1

Sleeveless Dress Shady Lady 0 4 $91.20 $228.00 $364.80 $912.00

3 WD30002-SL2


3 WD30002-SL3

Sleeveless Dress Shady Lady 4 6 $91.20 $228.00 $547.20 $1,368.00

3 WD30002-SL4


3 WD30002-SL5


3 WD30002-SL6


3 WD30002-SL7


Totals 92 $8,390 $20,976.00

81

Sleeveless Mini Dress Style#WD30003

Assortment Plan

Style # WD30003



Cost Total Retail

3 WD30003-TC1

Sleeveless Mini Dress

Turquoise Curacao 0 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30003-TC2



3 WD30003-TC3



3 WD30003-TC4



3 WD30003-TC5



3 WD30003-TC6



3 WD30003-TC7



3 WD30003-MM1


Melon Madness 0 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30003-MM2


Melon Madness 2 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30003-MM3


Melon Madness 4 7 $99.20 $248.00 $694.40 $1,736.00

3 WD30003-MM4


Melon Madness 6 4 $99.20 $248.00 $396.80 $992.00

82

3 WD30003-MM5


Melon Madness 8 3 $99.20 $248.00 $297.60 $744.00

3 WD30003-MM6


Melon Madness 10 3 $99.20 $248.00 $297.60 $744.00

3 WD30003-MM7


Melon Madness 12 2 $99.20 $248.00 $198.40 $496.00

3 WD30003-AR1



0 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30003-AR2



2 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30003-AR3



4 7 $99.20 $248.00 $694.40 $1,736.00

3 WD30003-AR4



6 4 $99.20 $248.00 $396.80 $992.00

3 WD30003-AR5



8 3 $99.20 $248.00 $297.60 $744.00

3 WD30003-AR6



10 3 $99.20 $248.00 $297.60 $744.00

3 WD30003-AR7



12 2 $99.20 $248.00 $198.40 $496.00

Totals 87 $8,630 $18,600.00

83

Shift Style#WD30004

Assortment Plan

Style # WD30004



Cost Total Retail

3 WD30004-BH1 Shift Blue

Hawaiian 0 5 $75.20 $188.00 $376.00 $940.00


Hawaiian 2 5 $75.20 $188.00 $376.00 $940.00


Hawaiian 4 7 $75.20 $188.00 $526.40 $1,316.00


Hawaiian 6 4 $75.20 $188.00 $300.80 $752.00


Hawaiian 8 3 $75.20 $188.00 $225.60 $564.00


Hawaiian 10 3 $75.20 $188.00 $225.60 $564.00


Hawaiian 12 2 $75.20 $188.00 $150.40 $376.00

3 WD30004-FP1 Shift Flirtini Pink 0 5 $75.20 $188.00 $376.00 $940.00


3 WD30004-FP3 Shift Flirtini Pink 4 7 $75.20 $188.00 $526.40 $1,316.00


84




3 WD30004-FT1 Shift Flock To Me 0 5 $75.20 $188.00 $376.00 $940.00


3 WD30004-FT3 Shift Flock To Me 4 7 $75.20 $188.00 $526.40 $1,316.00





3 WD30004-SL1 Shift Shady Lady 0 5 $75.20 $188.00 $376.00 $940.00


3 WD30004-SL3 Shift Shady Lady 4 7 $75.20 $188.00 $526.40 $1,316.00





Totals 116 $8,723 $14,100.00

85

Sleeveless Shift Style#WD30005

Assortment Plan

Style # WD30005



Cost Total Retail

3 WD30005-GM1

Sleeveless Shift

Green Margarita 0 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30005-GM2

Sleeveless Shift

Green Margarita 2 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30005-GM3

Sleeveless Shift

Green Margarita 4 7 $99.20 $248.00 $694.40 $1,736.00

3 WD30005-GM4

Sleeveless Shift

Green Margarita 6 4 $99.20 $248.00 $396.80 $992.00

3 WD30005-GM5

Sleeveless Shift

Green Margarita 8 3 $99.20 $248.00 $297.60 $744.00

3 WD30005-GM6

Sleeveless Shift

Green Margarita 10 3 $99.20 $248.00 $297.60 $744.00

3 WD30005-GM7

Sleeveless Shift

Green Margarita 12 2 $99.20 $248.00 $198.40 $496.00

3 WD30005-MM1

Sleeveless Shift

Melon Madness 0 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30005-MM2

Sleeveless Shift

Melon Madness 2 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30005-MM3

Sleeveless Shift

Melon Madness 4 7 $99.20 $248.00 $694.40 $1,736.00

3 WD30005- Sleeveless Melon 6 4 $99.20 $248.00 $396.80 $992.00

86

MM4 Shift Madness

3 WD30005-MM5

Sleeveless Shift

Melon Madness 8 3 $99.20 $248.00 $297.60 $744.00

3 WD30005-MM6

Sleeveless Shift

Melon Madness 10 3 $99.20 $248.00 $297.60 $744.00

3 WD30005-MM7

Sleeveless Shift

Melon Madness 12 2 $99.20 $248.00 $198.40 $496.00

3 WD30005-AR1

Sleeveless Shift


0 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30005-AR2

Sleeveless Shift


2 5 $99.20 $248.00 $496.00 $1,240.00

3 WD30005-AR3

Sleeveless Shift


4 7 $99.20 $248.00 $694.40 $1,736.00

3 WD30005-AR4

Sleeveless Shift


6 4 $99.20 $248.00 $396.80 $992.00

3 WD30005-AR5

Sleeveless Shift


8 3 $99.20 $248.00 $297.60 $744.00

3 WD30005-AR6

Sleeveless Shift


10 3 $99.20 $248.00 $297.60 $744.00

3 WD30005-AR7

Sleeveless Shift


12 2 $99.20 $248.00 $198.40 $496.00

Totals 87 $8,630 $18,600.00

87

Sheath Dress Style#WD30006

Assortment Plan

Style # WD30006



Cost Total Retail

3 WD30006-BH1 Sheath Dress Blue

Hawaiian 0 9 $91.20 $228.00 $820.80 $2,052.00


Hawaiian 2 9 $91.20 $228.00 $820.80 $2,052.00


Hawaiian 4 12 $91.20 $228.00 $1,094.40 $2,736.00


Hawaiian 6 8 $91.20 $228.00 $729.60 $1,824.00


Hawaiian 8 5 $91.20 $228.00 $456.00 $1,140.00


Hawaiian 10 4 $91.20 $228.00 $364.80 $912.00


Hawaiian 12 2 $91.20 $228.00 $182.40 $456.00

3 WD30006-FP1 Sheath Dress Flirtini Pink 0 9 $91.20 $228.00 $820.80 $2,052.00


3 WD30006-FP3 Sheath Dress Flirtini Pink 4 12 $91.20 $228.00 $1,094.40 $2,736.00

3 WD30006- Sheath Dress Flirtini Pink 6 8 $91.20 $228.00 $729.60 $1,824.00

88

FP4


3 WD30006-FP6 Sheath Dress Flirtini Pink 10 4 $91.20 $228.00 $364.80 $912.00

3 WD30006-FP7 Sheath Dress Flirtini Pink 12 2 $91.20 $228.00 $182.40 $456.00

Totals 98 $8,938 $22,344.00

89

Purchase Order

The total retail planned purchases budgeted for the month of May was $87,372. The amount spent for the Boston Lilly Pulitzer store was $86,856. This is $516 below the planned budget. As shown below, the total cost on the purchase order does not exceed the retail planned purchases for the month of May on the six-month plan ($87,372 compared to the actual amount $86,856).

Class Style # Short Description Total

Quantity Unit Cost Unit Retail Total Cost Total Retail

1 WT10001 Embellished Shell 100 $51.20 $128.00 $5,120.00

$12,800.00

1 WT10002 Sleeveless Button

Down 178 $39.20 $98.00

$6,977.60 $17,444.00

1 WT10003 Sweater 200 $47.20 $118.00 $9,440.00

$23,600.00

2 WB20001 Wide Leg Pants 75 $67.20 $168.00 $5,040.00

$12,600.00

2 WB20002 Shorts 150 $35.20 $88.00 $5,280.00

$13,200.00

2 WB20003 Skort 112 $51.20 $128.00 $5,734.40

$14,336.00

3 WD30001 Jumpsuit 105 $83.20 $208.00 $8,736.00

$21,840.00

3 WD30002 Sleeveless Dress 92 $91.20 $228.00 $8,390.40

$20,976.00

3 WD30003 Sleeveless Mini

Dress 87 $99.20 $248.00

$8,630.40 $21,576.00

3 WD30004 Shift Dress 116 $75.20 $188.00 $8,723.20

$21,808.00

3 WD30005 Sleeveless Shift

Dress 87 $67.20 $168.00

$5,846.40 $14,616.00

3 WD30006 Sheath Dress 98 $91.20 $228.00 $8,937.60

$22,344.00

Totals 1400 $86,856.00 $217,140.00

90

Retail/Line Presentation

Planogram

Style # Items Colors Sizes Placement WT10001 Embellished Shell Gray Skies 0-12 H5

WT10002 Sleeveless Button Down Margarita Green XS-XL H1 WT10003 Sweater Blue Hawaiian XS-XL H10 WB20001 Wide Leg Pants Gray Skies 0-12 H9 WB20002 Shorts Flirtini Pink 0-12 H2 WB20003 Skort Blue Hawaiian XS-XL H6 WD30001 Jumpsuit Flock To Me XS-XL H4 WD30002 Sleeveless Dress Shady Lady 0-12 H3 WD30003 Sleeveless Mini Dress Margarita Green 0-12 H12 WD30004 Shift dress Flirtini Pink 0-12 H11 WD30005 Sleeveless Shift Dress Margarita Green 0-12 H8 WD30006 Sheath Dress Flirtini Pink 0-12 H7

91

The planogram above was created for In The Pink, a Lilly Pulitzer Signature Store located on Newbury Street in Boston, MA. The store is a high traffic store so it is very important that all product offerings are available in all colors and sizes. The planogram features both fashion pieces as well as core Lilly Pulitzer items. The planogram above is 10 ft. X 15 ft.. The wall features two Lilly Pulitzer print advertisements and the store name front and center. All twelve garments are featured on this wall in a cohesive and visually appealing manner. The chart above explains the placement of each item H1 referring to hanger 1 featuring the sleeveless button down.

92

Window Display

Style # Items Colors Sizes Placement

WT10002 Sleeveless Button Down Margarita Green S M1 WB20002 Shorts Flirtini Pink 4 M1 WD30001 Jumpsuit Flock To Me 4 M2 WD30002 Sleeveless Dress Shady Lady 4 M4 WD30005 Sleeveless Shift Dress Margarita Green 4 M3

The window displays above is for the Newbury Street store in Boston, Massachusetts. The store is very true to the design elements of Lilly Pulitzer stores nationwide, featuring pink and green exterior elements as well as

93

touches of signature prints. Most Lilly Pulitzer stores use stands for the window displays such as the ones shown above. The Black scroll bottoms add an additional feminine touch to the ultra-girly brand aesthetic. The mannequins are labeled M1-M4 as shown in the window displays and explained in the chart above. Lilly Pulitzer stands are fit for smalls and size 4 items as replicated in the chart above. The windows feature both fashion pieces as well as traditional Lilly Pulitzer pieces. M1 displays scalloped shorts in Flirtini Pink and a sleeveless button down in Green Margarita. According to WGSN (2013), scalloped trims and edging will continue to be popular in Spring/Summer 2015. M2 features a halter jumpsuit in Flock To Me. Jumpsuits are a favorite silhouette for Spring/Summer 2015 (WGSN, 2013). M3 features the classic shift dress in Green Margarita. Green is one of the Lilly Pulitzer signature colors and is a popular color for the Spring/Summer 2015 season. According to WGSN (2013), shift dresses will be a key silhouette because of the flattering shape and transitional abilities. M4 is the final look shown in the window displays. This stand features a sleeveless dress with a full skirt. The dress is featured in the key print, Shady Lady. The dresses work well together to show prints and solids as well as A-line silhouettes and fuller pieces. The colors of the window display are in line with the predicted color trends known as “Impulse” showing hues of citrons, swimming pool blues, and corals. The windows display two major prints for the season, Flock To Me and Shady Lady. The four items work well together and show a cohesive overview of the Spring/Summer 2015 line.

94

References

Company Overview of Sugartown Worldwide, Inc.. (n.d.). Businessweek.com. Retrieved

September 1, 2014, from

http://investing.businessweek.com/research/stocks/private/snapshot.asp?privca

pId=4339226

Doneger Creative Services. (n.d.). Doneger Creative Services. Retrieved September 19,

2014, from http://www.donegercreativeservices.com/en/137937_138032.htm


2014, from http://www.donegercreativeservices.com/en/138435.htm


2014, from http://www.donegercreativeservices.com/en/137937_138031.htm


2014, from http://www.donegercreativeservices.com/en/137936.htm

KATE SPADE LLCCompany Information. (n.d.). Retrieved December 9, 2014, from

http://www.hoovers.com/company-information/cs/company-

profile.Kate_Spade_Llc.5b4e4b2af7c5e67c.html

Lilly Pulitzer Employee Handbook (p. 7). (2014).

Lilly Pulitzer: A Life in Technicolor. (n.d.). WGSN. Retrieved September 1, 2014, from

http://www.wgsn.com/content/board_viewer/#/25911/page/8

Lilly Pulitzer’s Flower Power. (n.d.). Elle. Retrieved September 1, 2014, from

http://www.elle.com/fashion/spotlight/lilly-pulitzer-flower-power#slide-1

Oxford Industries, Inc. - Annual Report. (2012, March 30). Oxford Industries, Inc. -

Annual Report. Retrieved September 1, 2014, from

95

http://investor.oxfordinc.com/secfiling.cfm?filingID=1047469-12-3586

Press, J. (2013, April 7). Fashion designer Lilly Pulitzer dies at 81. USA Today. Retrieved

September 1, 2014, from

http://www.usatoday.com/story/life/people/2013/04/07/fashion-designer-lilly-

pulitzer/2060685/

Style. (n.d.). Vanity Fair. Retrieved September 1, 2014, from

http://www.vanityfair.com/online/daily/style/index13

Spring 2015 Pantone Fashion Color Report. (n.d.). - New York Fashion Week color

forecasts. Retrieved September 19, 2014, from

http://www.pantone.com/pages/fcr/?season=spring&year=2015&pid=11

Store Locator. (n.d.). Lilly Pulitzer. Retrieved September 16, 2014, from

http://www.lillypulitzer.com/custserv/locate_store.cmd) Trend Report. (n.d.). WGSN. Retrieved September 16, 2014, from

http://www.wgsn.com/content/reports/#/Stylesight+Forecast/w/Prints_&_Graphics/2113 Vineyard Vines, L.L.C. (n.d.). Retrieved December 9, 2014, from http://www.privco.com/private-company/vineyard-vines-llc

96

Visual References

Figure 1. A photo of Lilly Pulitzer (cover photo) (Source:http://www.lillypulitzer.com/content_slides.jsp?groupName=OurStory)

Figure 2. A photo of Lilly Pulitzer Headquarters

(Source:http://letthetidepullyourdreamsashore.blogspot.com/2010/11/pink-palace.html)

Figure 3. Oxford Industries Logo

(Source: http://www.oxfordinc.com) Figure 4. Financial Information for fiscal years 2010-2013

(Source: http://files.shareholder.com/downloads/AMDA-EGPX7/3435122071x0x768823/0F5C66E8-6F2A-4451-800F-34BB5F9EC75D/2013OxfordAnnualReport.pdf) Figure 5. Vintage Lilly Pulitzer Advertisement

(Source: http://www.elle.com/fashion/spotlight/lilly-pulitzer-flower-power#slide-1) Figure 6. Lilly Pulitzer from generation to generation

(Source: http://www.vanityfair.com/online/daily/style/index13) Figure 7. Lilly Pulitzer from generation to generation

(Source: http://www.vanityfair.com/online/daily/style/index13) Figure 8. Vintage Lilly Pulitzer Advertisement

(Source:http://www.wgsn.com/content/board_viewer/#/25911/page/8) Figure 9. The Kennedy Family

(Source:http://www.wgsn.com/content/board_viewer/#/25911/page/8) Figure 10. Lilly Pulitzer Vintage Line

(Source: http://www.wgsn.com/content/board_viewer/#/25911/page/8) Figure 11. Store Distribution Chart

97

(Source: http://investor.oxfordinc.com/secfiling.cfm?filingID=1047469-12-3586 Figure 12. First Quarter Fiscal Year 2013

(Source: http://investor.oxfordinc.com/secfiling.cfm?filingID=1047469-12-3586 Figure 13. First Quarter Fiscal Year 2014

(Source: http://investor.oxfordinc.com/secfiling.cfm?filingID=1047469-12-3586 Figure 14. Net Sales First Quarter 2013 (Source: http://investor.oxfordinc.com/secfiling.cfm?filingID=1047469-12-3586 Figure 15. Net Sales First Quarter 2014 (Source: http://investor.oxfordinc.com/secfiling.cfm?filingID=1047469-12-3586 Figure 16. Lilly Pulitzer Target Consumer (Source: http://www.pinterest.com/lillypulitzer/)

Figure 17. Lilly Pulitzer Fabrics

(Source: www.blog.lillypulitzer.com) Figure 18. Lilly Pulitzer Design Studio

(Surce: www.blog.lillypulitzer.com)

Figure 19. Lilly Pulitzer Headquarters (Source: www.blog.lillypulitzer.com)

Figure 20. Kate Spade Logo

(Source: http://www.pinterest.com/pin/477381629222154530/) Figure 21. Vineyard Vines Logo

(Source: http://www.hystoggery.com/vineyard-vines/) Figure 22. Handbag Offerings

(Source: www.pinterest.com) Figure 23. Dress Offerings

(Source: www.pinterest.com)

98

Figure 24. Vineyard Vines Products featuring Shep Shirts, Long Sleeves, and Hats (Source: www.pinterest.com)

Figure 24. Sorority Collection

(Source: www.pinterest.com) Figure 25. Blair Eadie in Lilly Dress Atlantic Pacific

(Source: www.atlantic-pacific.blogspot.com) Figure 26. Preppy Postings on Atlantic-Pacific

(Source: www.atlantic-pacific.blogspot.com) Figures 27- 53 Concepts featuring key silhouettes, items, fabrics, prints,

(Source: http://www.wgsn.com/content/board_viewer/#/37346/page/10) Figures 27-53. Concepts featuring key silhouettes, items, fabrics, prints,

(Source: http://www.donegercreativeservices.com/en/138441.htm) Figure 54. “En Plein Air” Pantone Color Palette

(Source: www.pantone.com) Figures 55-58. Impulse, Harmony, Memory, Core Color Palettes

(Source: http://www.wgsn.com/content/board_viewer/#/37346/page/10) Figures 59. Retro Paradise

(Source: www.donnegarcreativeservices.com) Figures 60-62. Key Silhouettes

(Source: www.donnegarcreativeservices.com) Figures 63-68. Key Fabrics and Prints

(Source: http://www.wgsn.com/content/board_viewer/#/37346/page/10) Figures 69- 75. Images on the Retro Paradise Concept Board

(Source: http://www.pinterest.com/lillypulitzer/inspiring-us/) Figure 76. Print Story featuring Shady Lady, Another Round Please!, and Flock to Me

(Source: http://www.wgsn.com/content/board_viewer/#/37346/page/10) Figures 77- 81. Fabric Swatches

99

(Source: www.fabric.com) Figures 82-93. Flats for Style Sheets

(Source: http://www.wgsn.com/search/search.php#%7B%22start%22%3A%200%2C%20%22limit%22%3A%2050%2C%20%22initial%22%3A%20true%2C%20%22f_limit%22%3A%205%2C%20%22q%22%3A%20%22Flats%20Library%22%2C%20%22facets%5B%5D%22%3A%20%5B%5D%7D) Figure 94. Planogram Pink Wallpaper

(Source: http://rubypr.com/2009/05/16/writing-on-the-wall/) Figure 95. Lilly Pulitzer Planogram Sign (Source: https://www.google.com/search?q=lilly+pulitzer+lifeguard+press+sign&biw=1160&bih=682&source=lnms&tbm=isch&sa=X&ei=x2iHVL-PB9jjoAS6voGICQ&ved=0CAcQ_AUoAg#tbm=isch&q=lilly+pulitzer+logo&facrc=_&imgdii=_&imgrc=IOMN7AHPe1tWmM%253A%3BMcJB_F4WO4IUqM%3Bhttp%253A%252F%252F2.bp.blogspot.com%252F-nxyUsgJv8s4%252FT6GIIR9J-FI%252FAAAAAAAACMo%252F9gCCIwE9lfI%252Fs300%252Flilly_pulitzer_lifestyle_logo._SX300_V192405268_.jpg%3Bhttp%253A%252F%252Floveyogamat.blogspot.com%252F2012%252F04%252Fmanduka-prolite-71-inch-yoga-and.html%3B300%3B200) Figure 96.Window Display Sign

(Source: https://www.google.com/search?q=lilly+pulitzer+pink+wall&biw=1160&bih=682&source=lnms&tbm=isch&sa=X&ei=xGaHVKWGJIS6ogSY0ID4BA&ved=0CAYQ_AUoAQ#facrc=_&imgdii=_&imgrc=9LWEK1C7pOGFxM%253A%3BbjcIYgkcoBbOXM%3Bhttp%253A%252F%252F3.bp.blogspot.com%252F-IV_mI1tucTo%252FUnk3KBP8RyI%252FAAAAAAAAJoc%252FcXtS4mGzZ10%252Fs1600%252FLilly-Pulitzer-Signage%252Bpink%252Broses%252Band%252Bgreen%252Blilly%252Bpulitzer%252Bscript%252Blogo.png%3Bhttp%253A%252F%252Fwww.todaloos.com%252F2013%252F11%252Fgreen-and-pink-bathroom-masculine.html%3B825%3B595)

senior seminar final project-kellie leyland

Documents