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Transcript of FALL MERCHANDISING PROJECT
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 1
SimplyFIT By Vera Wang
YogaLounge - Spring 2013
Merchandise Management Online
Executive Summary
of ProjectThis project is a simulation of a merchandising opportunity that develops from a
brand concept to the consumer. It requires the understanding of the many facets of the manufacturing industry. Starting with the creation of a collection related to
products targeted to a specific market. To developing a merchandise assortment and
delivery plan. Then planning a retail selling space for the new line of products and implement visual merchandising techniques in a merchandising plan. And finally
design a promotion plan for the new clothing line. The first company to work with will
be Vera Wang.
Vera Wang’s Apparel/ Ready-to-Wear is targeted to 25-35 year old Young, Profes}
sional and trendy Females, with an Income of $75,000. She is known for her approach
to style and luxury, Vera Wang’s ready-to-wear collections resonate with her signa}ture layering, intricate draping and exquisite attention to detail. Same with her salon
which continues to showcase collections known for sophisticated drama, feminine de}tailing and modern approach to bridal design. Now, Vera want to help you get ready
for your big day by providing feminism and unique athletic wear for women. No more of that plain old sweats and T-shirt. Its time to get up and get fit with Vera
Wang’s New Simply FIT by Vera Wang.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 2
Mission Statement
Vera Wang has created a unique aspirational world that alludes to sensuality and
youthful sophistication. Exquisite details, intricate draping and a nonchalant sense of style characterize the Vera Wang aesthetic. Now with Vera Wang's new athletic wear, women can still feel sophisticated when getting fit before their dream wedding or even
just because they want to look and feel healthy.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 3
Vision Statement
.
Social
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 4
The Vera Wang brand reflects her vi}
sion to create a lifestyle that goes beyond
core bridal and ready-to-wear, and into
publishing, fragrance, beauty, accesso}
ries and home. These collections are po}
sitioned at the highest end of the luxury
market. Driven by artistic, modern, and
luxurious design and style, couture-like
quality and high level of customer service.
Vera Wang’s collections hold impeccable
customer appeal. Now we invasion our
young sophisticating women looking
healthier than ever in our new Simply
FIT by Vera Wang.
Responsibility Partnership
SimplyFIT by Vera Wang is committed to the cause against Breast Cancer. It will
partner with Carsons by giving 100% of net profit to the fight against breast cancer. Vera Wang’s new active wear line consist of gorgeous fashions in the spirit of the cause, heavily focused on bright colors, and the prices begin at a very affordable
prices. This is a way you can save on designer fashions and join in the fight against breast cancer.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 5
Customer ProfileSegmentation Types/Bases Illustrative Categories
Geographic Segmentation Region East side to West sideCity Size Up to 9,000,000Population Density UrbanClimate Hot , cold, all 4 seasons
Demographic Segmentation Age 16 - 50 yrs oldGender FemaleHousehold Size 1-7 peopleIncome Up to 70,000Occupation Professional and Working classEducation High School to College Graduate
Sociocultural Segmentation Culture AnySub Culture: Any
Religion AnyNational Origin Any
Race AnySocial Class middle-class to First-ClassMarital status Single, Engaged, or MarriedPsychographics Achievers
Effective and Cognitive Segmen-tation
Degree of Knowl-edge
Expert
Benefits Sought Convenience, economyAttitude Positive
Behavioral Segmentation Brand loyalty LoyalStore Loyalty LoyalUsage rate light to Medium
User status Potential user
Payment method Credit Card
Media usage Magazine, Newspaper, Tv, and Internet
Usage situation Work and Home
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 6
Customer Narrative Its another busy day in New York City where she wakes up to the sound of cars honking. To start off her daily routine, she goes on a quick jog on a treadmill. followed by a nice warm
shower, while listening to Adel’s station on Pandora. She then opens her closet door and
searches for todays outfit. She tries different combinations in front of her mirror, until she finds the perfect one. just like every other day, she chooses an outfit that will make her stand
out yet make her look professional. To top it all off she adds an accessory to give it a little edge to her look.
Oh no! Its 8:45am, she is already running late. So she grabs her purse and heads out the door to run into a broken elevator making her take the stairs four flights down. She then
walks down the street to the subway. While in the subway, she takes advantage of her 15 min
ride to check her email and blog on her blackberry. It has come to her stop where she then
walks two blocks east to work, but first makes a stop at Starbucks for her usual grande coffee. Once at work she gets to her office where she already has things waiting for her to get done. She turns her laptop on and starts typing her monthly fashion article for next months Cos}mopolitan issue. The article is now finished so she emails it to her editor and grabs a quick lunch with her friend before a photo shoot. at lunch she speaks of her soon to be husband and
fall wedding. Its now 2:00pm, and it is time to get back to work, she has a photo shoot to as}sist. She does what she loves and does best which is making the models in the magazine
spread look amazing. She gets to show off what she learned back in school where she studied
fashion styling but also tie it to her journalism minor. After a long day at work, she get to relax with a late night dinner with her fiance. He takes her to her favorite Italian restaurant, where he proposed just a few weeks ago. When it comes time to order she asks for her favorite combination of a fresh salad to start off, followed by a
creamy Fettuchini Alfredo with some wine on the side. After dinner they go for a walk in
central park and then take a cab to her place where he drops her off. Once inside she gets into
her favorite night gown, washes her face, and goes to bed for yet another day in her daily
routine.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 7
Brand Extension Rationale
Vera Wang’s Apparel/ Ready-to-Wear is targeted to 25-35 year old Young, Professional
and trendy Females, with an Income of $75,000. She is known for her approach to style and
luxury, Vera Wang’s ready-to-wear collections resonate with her signature layering, intricate
draping and exquisite attention to detail. Same with her salon which continues to showcase collections known for sophisticated drama, feminine detailing and modern approach to bri}dal design. Now, Vera want to help you get ready for your big day by providing feminism
and unique athletic wear for women. No more of that plain old sweats and T-shirt. Its time to get up and get fit with Vera Wang’s New Simply FIT by Vera Wang
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 8
Inspiration Images- Mood Board Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 9
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 10
Group Overview
Images
Assortment/ Classification Plan1 Year
2
3
4
5
6
1 20122 20133 20144 2015
SeasonA SpringB SummerC FallD Winter/HolidayClass
1 Tops2 Bottoms3 Outerwear
Sub Class1 Tops
1 T-Shirt2 Sports Bra3 Tank
2 Bottoms1 Leggings2 Shorts3 Crops
3 Outerwear1 Pancho2 Hoddie
Color1 Yellow2 Black3 Grey4 Coral5 Royal Blue6 White
Size1 One Size2 X-Small3 Small4 Medium5 Large6 X-Large
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 11
Product Classification Sheet
Assortment Master Page
Name
“ The Cape”
“The Hoodie”
“The Legging”
“The Tank”
“The Shorts”
“The Crops”
“The Bra”
“ The Pants”
Style# Description Color
#2B3151 Zip-Up Hooded Cape Royal Blue/black
#2B3242 Striped Yoga Jacket Coral/Yellow
#2B2154 Striped Ankle Legging Royal Blue/black
#2B1363 Striped Two in One Yoga Tank White/Coral
#2B2245 Lounge Stripped Shorts Coral/Yellow
#2B2364 Drawstring Yoga Pants with Pockets White/Coral
#2B1233 Stripped Sports Bra Grey/ Yellow
#2B2434 Contrasted Waistband Yoga Pant Grey/Yellow
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 12
“Yoga Lounge” 2013 Spring Collection
Cost Sheet
Date: Feb 21, 2012 Style # : 2B3151
Product Descrip=on:Zip-‐Up Hodded CapeZip-‐Up Hodded Cape “The Cape”
Sizes: One Size Season: Spring
Colors: Royal Blue/BlackRoyal Blue/Black Wholesale: $33.00
Sug. Retail: $66.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCHBody: 67% Polyester, 29% Rayon,4%SpandexBody: 67% Polyester, 29% Rayon,4%Spandex2yrd 2.50 6.00
Lined Hood: CharmeuseLined Hood: Charmeuse 1yrd 2.00 3.00FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 9
TRIMMINGS QTY PRICE AMOUNT
Full Zipper 1 1.00 1.00
Strips 1yd 1.00 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 2
LABOR AMOUNTper piece 5.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST 5
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 16.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 13
Cost Sheet
Date: Feb 21, 2012 Style # : #2B3242Product Descrip=on:Striped Yoga JacketStriped Yoga Jacket “The Hoddie”“The Hoddie”
Sizes: XS-‐XL Season: Spring
Colors: Coral/Yellow Wholesale: $28.00
Sug. Retail: $56.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH
Body:95%Cocon, 5%SpandexBody:95%Cocon, 5%Spandex 3yrd 2.00 7.00
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 7
TRIMMINGS QTY PRICE AMOUNT
Full Zipper 1 1.00 1.00
Strips 1yrd 1.00 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 2
LABOR AMOUNT
per jacket 5.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST 5
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 14.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 14
Cost SheetPUT YOUR BRAND NAMEPUT YOUR BRAND NAMEPUT YOUR BRAND NAME
Date: Feb 21, 2012 Style # : 2B2154
Product Descrip=on:striped ankle leggingstriped ankle legging “The Legging”“The Legging”
Sizes: XS-‐ XL Season: Spring
Colors: Royal Blue/ BlackRoyal Blue/ Black Wholesale: $23.00
Sug. Retail: $46.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH
67%Polyester 29%Rayon, 4% Spandex67%Polyester 29%Rayon, 4% Spandex2yrds 2.50 $6.00
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST $6
TRIMMINGS QTY PRICE AMOUNT
Full Elas=c WaistbandFull Elas=c Waistband 1yrd 1 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 1
LABOR AMOUNT
per legging $4.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST $4
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 11.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 15
Cost SheetDate: Feb 21, 2012 Style # : 2B1363Product Descrip=on:sTRIPED Two in one Yoga TanksTRIPED Two in one Yoga TanksTRIPED Two in one Yoga Tank “The Tank”Sizes: XS-‐XL Season: SpringColors: White/ Coral Wholesale: $20.00
Sug. Retail: $40.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH95%Cocon, 5% Spandex95%Cocon, 5% Spandex 2yrd 2.00 5.00
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 5
TRIMMINGS QTY PRICE AMOUNT
Strips 1yrd 1 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 1
LABOR AMOUNTper hour 3.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST 3
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 9.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 16
Cost SheetDate: Feb 21, 2012 Style # : 2B2245Product Descrip=on:Lounge Stripped biker ShortsLounge Stripped biker ShortsLounge Stripped biker Shorts “The Short”Sizes: XS-‐XL Season: SpringColors: Coral/ Yellow Wholesale: $22.00
Sug. Retail: $44.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH95% Cocon, 5% Spandez95% Cocon, 5% Spandez 1yrd 4.00 5.00
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 5
TRIMMINGS QTY PRICE AMOUNT
Elas=c WaistbandElas=c Waistband 1yrd 1.00 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 1
LABOR AMOUNT
per hr 4.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST 4
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 10.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 17
Cost Sheet
Date: Feb 21, 2012 Style # : 2B2364Product Descrip=on:Drawstring Yoga Pant with PocketsDrawstring Yoga Pant with PocketsDrawstring Yoga Pant with PocketsDrawstring Yoga Pant with Pockets “The Crops”“The Crops”Sizes: XS-‐XL Season: SpringColors: White/ Coral Wholesale: $23.00
Sug. Retail: $46.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH67% Polyester 29%Rayon 4% Spandez67% Polyester 29%Rayon 4% Spandez2yrd 2 5.00
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 5
TRIMMINGS QTY PRICE AMOUNT
Full elas=c Waistband with DrawstringFull elas=c Waistband with Drawstring1yrd 1 1.00Front Patch PocketsFront Patch Pockets 1/2 yrd 1 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 2
LABOR AMOUNT1 piece per hr 4.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST 4
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 11.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 18
Cost SheetDate: Feb 21, 2012 Style # : 2B1233Product Descrip=on:Stripped sports BraStripped sports Bra “The Bra”Sizes: XS-‐XL Season: SpringColors: Grey/ Yellow Wholesale: $16.00
Sug. Retail: $32.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH95%Cocon 5%Spandex95%Cocon 5%Spandex 1yrd 3.00 4.00
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 4
TRIMMINGS QTY PRICE AMOUNT
strips 1yrd 1 1.00
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 1
LABOR AMOUNT1 Bra Per Hr 2.00
Swatch
TOTAL LABOR COST TOTAL LABOR COST 2
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 7.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 19
Cost Sheet
Date: Feb 21, 2012 Style # : 2B2434
Product Descrip=on:Contrasted Waistband Yoga PantContrasted Waistband Yoga PantContrasted Waistband Yoga PantContrasted Waistband Yoga Pant “The Pant”
Sizes: XS-‐XL Season: Spring
Colors: Grey/Yellow Wholesale: $24.00
Sug. Retail: $48.00
MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCH PRODUCT SKETCH PRODUCT SKETCH
95% Cocon 5% Spandex95% Cocon 5% Spandex 2yrds 2.00 5.5
FRONT
TOTAL MATERIAL COST TOTAL MATERIAL COST 5.5
TRIMMINGS QTY PRICE AMOUNT
Elas=c Waistband with contras=ng color on frontElas=c Waistband with contras=ng color on front1yrd 1.00 1.00
solid waistband on backsolid waistband on back
BACK
TOTAL TRIMMING COST TOTAL TRIMMING COST 1
LABOR AMOUNT
1pant per hour 4.5
Swatch
TOTAL LABOR COST TOTAL LABOR COST 4.5
TOTAL COST OF PRODUCT:TOTAL COST OF PRODUCT: 11.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 20
\
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 21
Model Sheet“The Hoodie”
Tops
Striped Zup-up Jacket with a draw-
string hoodie
Color:Coral with Yellow Strips
Sizes: X-Small to X-Large
Style# 2B3242
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 22
Model Sheet“The Crops”
BottomsDrawstring Crop Yoga Pants
with Pockets
Color: White with Coral waistband
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 23
Bottoms
Lounge Stripped Biker Shorts
Color: Coral with Yellow Strips on the side
and the waistband
Size:X-Small to X-Large
Model Sheet“The Shorts”
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 24
Model Sheet“The Legging”
Bottoms
Sreipped Ankle Leggings with a faux cuff at the
bottom
Color: Royal Blue with Black Strips and waist-
band
Sizes:X-Small to X-Large
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 25
Model Sheet“The Tank”
Tops
Stripped tanlk eith built in bra
Color: White with coral colored stripes
Size: X-Small to X-Large
Style #2B1363
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 26
Tops
Zip-Up Hooded cape with pockets
Color:Royal Blue with Black stripes
Sizes: X-Small to X-Large
Style# 2B3151
Model Sheet“The Cape”
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 27
Model Sheet“The Bra”
Tops
Stripped Sports Bra
Color: Grey with Yellow stripes
Sizes: X-Small to X-Large
Style# 2B1233
Line Sheet
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 28
Model Sheet“The Yoga”
Bottoms
Contrasted waistband yoga Pants
Color:Grey with yellow waistband
Sizes: X-Small to X-Large
Style#2B2434
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 29
Tank
Style#2B1363
Wholesale:$20.00
Sug.Retail:$40.00
L/S Hoodie
Style#2B3242
Wholesale:$28.00
Sug.Retail:$56.00
Zip-Up Cape
Style# 2B3151
Wholesale:$33.00
Sug.Retail:$66.00
Sports Bra
Style# 2B1233
Wholesale:$16.00
Sug.Retail:$32.00
TopsSpring 2013
(95% Cotton & 5% Spandex)
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 30
Leggings
Style# 2B2154
Wholesale:$23.00
Sug.Retail:$46.00
Croped Pants
Style# 2B2364
Wholesale:$23.00
Sug.Retail:$46.00
Bootcut Yoga PantStyle#2B2434Wholesale: $24.00Sug. Retail: $48.00
Biker Shorts
Style# 2B2245
Wholesale:$22.00
Sug.Retail:$44.00
BottomsSpring 2013
(95% Cotton & 5% Spandex)
Brand Identity/ Competitive Edge
SimplyFIT by Vera Wang :
Cute.Colorful.Comfortable.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 31
Our customers will stop in to see our collection because they are curious to see Vera Wang’s new line. They will definitely fall in
love once they see the affordable prices that range from $25 to $70
a piece. The colors are so out of the ordinary and are colors that many women love. They range from darks to lights, starting with black, blue,pink, yellow and white. The fabric is soft and
stretchy and fits well on all types of bodies. Finally but not least they are pieces that you will not find anywhere else. Every
women in town will want to look cute and stylish when getting fit. So why not simply get fit with Vera Wang’s new line.
It a new Vera Wang Collection
Its affordable to any womenIts a new way for women to feel fashionable and cute while
working out
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 32
Selling Appeal
The collection is made exclusively for women. some of the pieces are styles you wouldn't see in other active wear collections. To top it off,
it comes in beautiful bright colors that are out of the ordinary. But of course we also have pieces available in the neutral colors of blacks and greys, for those women who don't like color. Another thing that separates this collection from other is the simple fact that is a Vera
Wang. It is completely different from the other named brand sports wear. The best thing about it, is that its affordable. Any women in
the country could get her hands on it.
Look cute in very feminine pieces that will make you stand out when working out.
Look colorful in this seasons most trendy colors.
Look comfortable in our good quality cotton and spandex
pieces.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 33
Distinct Characteristics
Retail PartnerYou could get any awesome piece of this collection at selec-tive Carson Perrie Scott department stores.
Geographic Locations
There will be 12 locations that will have Vera Wang’s new exclusive col-lection.
BON-TON GREECE RIDGE
Greece Ridge98 Greece Ridge Center Rochester, NY 14626 585-227-1040 BON-TON SHERIDAN
Sheridan1706 Sheridan Dr. Buffalo, NY 14223 716-877-4020
BON-TON NEWBURGH
NewburghSuite 139 1401 Rte. 300 Newburgh, NY 12550 845-566-8200
CARSON'S WOODMAR
Woodmar Mall6600 Indianapolis BoulevardHammond, IN 46320219-844-2525
CARSON'S CHICAGO RIDGE
Chicago Ridge Mall9800 South Ridgeland AvenueChicago Ridge, IL 60415708-425-5115
BON-TON CHAMBERSBURG
Chambersburg100 Chambersburg Mall Chambersburg, PA 17201 717-263-8454
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 34
BOSTON STORE BROOKFIELD SQUARE
Brookfield Square15875 West Bluemound Road Brookfield, WI 53005 262-782-6888
BOSTON STORE MAYFAIR
Mayfair Mall2400 North Mayfair RoadMilwaukee, WI 53226 414-453-7500 YOUNKERS BAY PARK SQUARE
Bay Park Square101 Bay Park Square Green Bay, WI 54304
CARSON'S HARLEM-IRVING
Harlem-Irving Mall4200 N. Harlem AvenueNorridge, IL 60706708-453-1053 CARSON'S RANDHURST
Randhurst Mall1025 Center DriveMount Prospect, IL 60056847-392-2000
CARSON PIRIE SCOTT
601 N Martingale Rd # 150. Schaumburg, IL 60173 (847) 240-2801
Production CalendarSpring 2013
month Feb, Mar. April May June July Aug. Sep. Oct. Nov. Dec. Jan. Feb.
Step 1
Research
Market
Trends,
colors
Step 2
Begin to
design &
sketch
Step 3
Swatch &
begin to
make
samples
Step 4
Production,
Retail orders
placed
Step 5
Major
production begins
Step 6Production continues
Step 7
Major
production... in store
promotions
Step 8
Shipping
period, in
store
promotions
Step 9
shipping
period in
store
promoyions
Step 10
shipping
continues,
recods period
Step11 store set up
Step 12track retail
selling
Step 13start plan for next season
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 35
Purchase Order/ Unit Distribution by ItemVen# Vendor Name Beg. ShipCompleteTerms Label DeptSeasonBuyer Date PO# RetailerRetailer
12345 Vera Wang Jan 1,2013Aug 1, 2013COD SimplyFit by Vera WangWomensSpring SummerBerry ScottMar 10, 20111234 Carson Perrie ScottCarson Perrie ScottCarson Perrie Scott
New Order ___X__ Confirmation _____Confirmation _____Confirmation _____Confirmation _____ Shipped: Truck Ordinary_____Ordinary_____ Special______Special______
SizesSizes
Style # Description ColorXS S M L XL TTL UnitsWholsaleRetail TWS TR
2B3151 Zip-Up Hodded Cape 05-Royal Blue/Black6 10 12 10 6 44 $ 33.00 $66.00$1,452.00$2,904.00
2B3242 Striped Yoga Jacket 04-Coral/Yellow10 14 16 14 10 64 $ 28.00 $56.00$1,792.00$3,584.00
2B2154 striped ankle legging 05-Royal Blue/ Black8 12 14 12 8 54 $ 23.00 $46.00$1,242.00$2,484.00
2B1363 Striped Two in one Yoga Tank 06-White/ Coral6 10 12 10 6 44 $ 20.00 $40.00$880.00 $1,760.00
2B2245 Lounge Stripped biker Shorts 04-Coral/ Yellow6 10 12 10 6 44 $ 22.00 $44.00$968.00 $1,936.00
2B2364 Drawstring Yoga Pant with Pockets06-White/ Coral10 14 16 14 10 64 $ 23.00 $46.00$1,472.00$2,944.00
2B1233 Stripped sports Bra 03-Grey/ Yellow6 10 12 10 6 44 $ 16.00 $32.00$704.00 $1,408.00
2B2434 Contrasted Waistband Yoga Pant 03-Grey/Yellow10 14 16 14 10 64 $ 24.00 $48.00$1,536.00$3,072.00
$ 0.00 $ 0.00
$ 0.00 $ 0.00
$ 0.00 $ 0.00
422 $10,046.00$20,092.00
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 36
Sale Projection- Master Page
Introduc)on -‐ 4 wks input # auto
Product Units # input On Hand
Jackets 108 43 65
Tops 88 35 53
Pants 118 47 71
Crops 108 43 65
Total 422 168 254
Maintanence -‐ 4 wks auto input auto
Product Units Sold On Hand
Jackets 65 26 39
Tops 53 21 32
Pants 71 28 43
Crops 65 26 39
Total 254 101 153
Clearance -‐ 2wks auto input auto
Product Units Sold On Hand
Jackets 39 12 27
Tops 32 10 22
Pants 43 13 30
Crops 39 12 27
Total 153 47 106
Vera Wang BrandSales ProjecHon
Clearance -‐ 2wks auto input auto
Product Units Sold On Hand
Jackets 27 13 14
tops 22 11 11
Pants 30 16 14
Crops 27 13 14
Total 106 53 53
Replenishment auto input auto
Product Units Sold On Hand
Jackets 20 14 6
Tops 17 12 5
Pants 21 15 6
Crops 20 14 6
Total 78 55 23
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 37
Marketing PlanTotal Retail Sales: $20,092.00
Wholesale total $10,046 x 12 stores = $120,552.00
% Marketing Budget: $120,552.00 x 15% = $18,082.80
$ Marketing Budget: $18,082.80 total budget divided across 3 phases of business.
Introduction - 4wks : $18,082.80 x 30% = $5,424.84
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 38
Objective/ StrategyINTROObjective: To inform customers of the new brand extension
Strategy: Hosting a launch party at Carson Perrie Scotts downtown location which is one place that will exclusively home this new collection. Carson's will invite its credit card holder customers by mail. There will be a small advertisement and invite in their monthly statements. The invite will list location and other event info for the customer and a plus one. These lucky customers will be the first to preview the collection in per}son.
Tactic: At this exclusive event there will be appetizers and drinks for the lucky invites from 7pm-8pm. They will be able to enjoy music provided by on of Chicago’s most lis}tened to radio stations. Plus, meet and mingle with other locals. There will also be a
small fashion show at 8pm and will be treated like VIP’s. Every guest who RSVP and
atttented will receive a 15% of coupond on thir next in store purchase. After the pre}view of what is coming to shelfs next season, the invites who attended will be entered
into a surprise raffle. The lucky winner will win a $100.00 gift card to purchase some}thing out of this collection. While the rest will be eagerly waiting for the collection to
be exclusively available at 6 local Carson Perrie Scotts.
Person Responsible: Marketing Manager, Product development Manager, Public Re}lations, and Event Planner
Completion Date: Feb 1, 2013
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 39
MAINObjective: Increasing sales by 10% from August 1st, 2013 - September 1st, 2013
Strategy: Advertising in stores and online website.
Tactic: Offering 20% off a full priced item when spending $75.00 or more in stores. Promo}tio is not redeemable for cash and is not valid on sale merchandise. In store advertise}ment continues.
Person Responsible: Marketing Manager, Sales Associates
Completion Date: March 13, 2013
CLEAR
Objective: Selling all remainder goods before the next collection enters stores on
May. 1st 2013 and increasing cardholders sales by 4%.
Strategy: Giving each customer who uses their Carson’s card and spends over $100
a scratch off coupond for a chance at a $200.00 Giftcard to use on the next pur}chase of the SinplyFIT line.
Tactic: Identifying three Lucky winners. The remainder pieces go on clearance by
placing merchandise at the back of the store to attract customers. Prices will be additional 30% off the markdown price. Store will continue to advertisein stores.
Person Responsible: Sales Associates, Marketing Manager, Store Manager
Completion Date: January 10, 2013
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 40
Marketing Control Method
INTROCarson’s card holders will receive invite only. They will bring a +1 and RSVP is a
must. These guest will receive a 20 %off ta regular priced item after the Launch fash}ion show.
MAINThe word is out about the new collection. Public advertisement is out on Carson’s ad}vertisement sent in the mail. Our VIP’s are coming back with their 15% off coupon.
The merchandise is still regular price.
CLEARThe collection is finally on sale, well at least what is left of it. We will start with a
30%off sale the first week. Then the last week will be an extra 30% off markdown prices. No coupons are valid with these promotions.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 41
by Vera Wang
a regular priced item
Exclusive discount for VIP’s after Launch Party
SimplyFIT by Vera Wang
Sample Advertisement
This marketing will be displayed outside of the stores in easels
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 42
Do It With
SimplyFIT By Vera Wang
Sold Exclusively at:
Press Kit SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 43
Vera Wang’s Apparel/ Ready-to-Wear is targeted to 25-35
year old Young, Professional and trendy Females, with an
Income of $75,000. She is known for her approach to style and luxury, Vera Wang’s ready-to-wear collections reso}nate with her signature layering, intricate draping and
exquisite attention to detail. Same with her salon which
continues to showcase collections known for sophisticated
drama, feminine detailing and modern approach to bridal design. Now, Vera want to help you get ready for your big day by providing feminism and unique athletic wear for women. No more of that plain old sweats and T-shirt. Its time to get up and get fit with Vera Wang’s New Simply
FIT by Vera Wang.
Vera Wang has created a unique aspirational world that alludes to sensuality and youthful sophistication. Exquisite
details, intricate draping and a nonchalant sense of style characterize the Vera Wang aesthetic. Now with Vera
Wang's new athletic wear, women can still feel sophisticated
when getting fit before their dream wedding or even just because they want to look and feel healthy.
Press Kit
VIP
Access to Vera Wang’s new
activewear collection
SimplyFIT by Vera Wang
You and a guest will enjoy a
live fashion show along with
music and drinks. Make
sure you RSVP your name
on the list.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 44
Ever since she could hold a crayon, Maria has communicated through her
art. She has a passion for impressionist painting. One of the reasons why
she has an eye for details. She has always had a passion for fashion because
of her mother teaching her how to be a fashionista. She isnt scared to try
new thing. In High School she was voted best dress because of her odd way
of mixing styles and colors.
Maria draws out of inspiration from the smallest little thing that other might
not even consider. She explores a wide variety of mediums to create designs
that evoke emotional responses through the visual elements of each minor
detail. Her passion for color and beading is what makes each piece unique.
Signature styling includes layering and mixed mediums, including light silks
to heavy wools.
Maria E. Cruz is currently a senior at Columbia College Chicago. She designs
ready-to-wear pieces from skirts, dresses, blouses, and jewelry. Her style is
all about showing of a womens curves. She wants women to feel sexy and
comfortable in their own skin. She designs everything as if it were for her
which makes every piece a "One of a Kind".
Biography
Visual Merchandising Research1.They key item for the SimplyFIT Collection is “the yoga”. Active wear can be
bought at any store at any price level, which is why this collection must stand out.
The uniqueness of it its the flaterring styles each piece come in. Most importantly
is full of color. Why wear sweat pants n baggy t-shirt when you could feel and lok
great with SimplyFIT.
2.The fringe item is “The Jacket”. With the array of colors and the transformation it
can have on a look is timelessand classic, but still on trend.
3.The front of the department contains the latest looks as well as the standard
sports bra look. The middle of the departmen includes basic tees. and the back of
the department is home to more of the yoga pants.
4.The whole Collectioin in store are featured in front of the store to attract
consumers and continues with other cordinating pieces to sale.
5. This department has 3 of each size run or stuffed with random restocked sizes.
Typically there are 14 items of each product.
6.There are 8 distinct pieces in the collection found at SimplyFIT department at
Carsons. They consisn of: The jacket, The yoga, The bra, The sort, The cape, the
crop, the tank, and the short.
7.The collection is created by a single or combinationof inspiration that translates
into interchangeable pieces to create multiple looks. color and fabrication are key
for tying important aspects. By using creative seam lines and color blocking
technniques, catches out particular product apart from others.
8.Wooden wall cabinets are the most intriguing way for displaying with mixed
colored yogas in various piles instead of being paired with coordinating color.
Tanks , jackets, and shorts are intermixed throught the department on t stands,
large, large wooden table.
My overall impression of the store was impresssed. Everything was clean and well
presented: nothing was overpowering ot overstocked on the shelves. The
presentation was certainly effective and makes the viewers want to return.
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 45
Front of Dep.
with 2 mannesFixtures
featuring
looks #3,
SimplyFIT by Vera Wang
Maria E. Cruz Mary-ms1ofakind.webs.com (773)827-9473 Page 46
Front of Dep.
with 2 mannes
Fashion Forward area featuring look #1, #2
Fixtures
featuring
looks #3,
#4fittingroom
basics
Cashwrap
Intro
Fixtures featuring looks #3, #4
basics Fashion Forward area fea-
turing look #1, #2
Main
Clear
Fixtures
featuring
looks #3,
#4
basics
Fashion Forward area featuring
look #1, #2
Front of Dep. with 2
mannes
Front of Dep. with 2
mannes
markdown items
Sale & Clearance
fittingroomcash-
wrap
Cashwrapfittingroom
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R
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