Fall 2012

Kathleen McEntire

Business outline

Kathleen McEntire Merchandise Manager

kathleenmac@ymail.com

www.elizabethandjames.com

www.facebook.com/nakedbyej

@Nakedbyej

sustainable hemp fashion

Mission Statement:

The Elizabeth and James

Company is committed to

providing customers with a

variety of high quality apparel,

shoes and accessory lines. Our

products are to use only the

finest natural fabrics and fibers.

Naked provides women with

comfortable, convenient and

unique pieces. Each customer

wears naked a different way

encouraging creativity and

personal style.

Vision Statement:

Globally sell Naked by Elizabeth

and James clothing through

Nordstrom stores and open a

flagship in New York Late Summer

2015.

Business outline

Campaign for Commercial Hemp Farming

• one of the most diverse plants on the planet

• fuel, food, clothing, building products, and

medicine

• hemp is illegal to grow in the United States

• CRRH (campaign for the restoration and regulation

of hemp)

• promote awareness and action to changing the

current laws

Selling Appeal:

Texture, Quality Fabrics, Simplicity

Distinct Characteristics:

Naked provides garments with the finest hemp blended fabrics creating a cohesive silhouette, interesting patterns to achieve a simple but chic look.

Brand Identity:

Each garment is store has a label that is removable. The eye catching label contains information about each piece and a sketch of the appropriate garment.

Fall 2012

Hemp Fibers Strong: Three times the tensile strength as cotton

Weather Resistant: UV and mold resistant, outdoor wear

Versatile: Blended with other fibers for different qualities

Cost –Effective: Minimal growth requirements

Environmental Friendly: Little water and no use of

chemicals, fertilizers and is a renewable resource,

harvested within 4 months of planting (3 times a year).

Flutter Top: 2C1C42-01

(long) 2C1C42-05

Flutter Top: 2C1A52-06

(short)

Braid Wrap: 2C1B42-02

2C1B42-03

Half Moon Top: 2C1D52-04

2C1D52-05

V- Cardigan: 2C1B42-06

Fringe Jacket: 2C3J62-04

Panel Skirt: 2C2E22-01

Patchwork

Bottoms: 2C2F32-07

Capri Pant: 2C2I212-03

Flapper Dress: 2C4O22-07

Feather Dress: 2C4N62-02

Style Numbers

Tops

Flutter Top (long sleeve) Flutter Top (short top) Braid Wrap

#2C1C42-01: Dark Purple #2C1A52-06: Cream #2C1B42-02: Maroon

#2C1C42-05: Orange Print Hemp/Silk Blend #2C1B42-03: Brown

Hemp/Cotton Blend $78/$160 Hemp/Cotton Blend

$82/$165 $104/$210

Tops

Half Moon

#2C1D52-04: Royal Blue

#2C1D52-05: Orange Print

Hemp/Silk Blend

$80/$160

V-Cardigan Fringe Jacket

#2C1B42-06: Cream #2C3J62-04: Royal Blue

Hemp/Cotton Blend Hemp/Wool Blend

$76/$155 $112/$450

Bottoms

Patchwork Bottoms Capri Pants Panel Skirt

#2C2F32-07: Patchwork #2C2I212-03: Brown #2C2E22-01: Dark Purple

Dark Purple Hemp/Canvas Blend Leather Suede

#2C2F22-01: Dark Purple $130/$210 $158/$320

$182/$365

Dresses

Flapper Dress Feather Dress

#2C4O22-07: Patchwork #2C4N62-02: Maroon

Hemp/Cotton Blend Hemp/Wool Blend

$98/$200 $120/$240

Merchandising Tags

Placed on every

garments.

Inside contains a rough

sketch of that specific

piece.

Purchase Order – Nordstrom Fall 2012

Nordstrom : Fall 2012

Purchase Order Summary

Total Units 328

Total Wholesale $37,820.00

Total Retail $88,780.00

Total Stores 15

Sales Projection Summary:

Introductory: 27% August 1, 2012- August 31, 2012

Beginning on hand 328

Sales 91

Ending on hand 237

Maintenance: 36% September 1, 2012 - October 7, 2012

Beginning on hand 237

Sales 118

Ending on hand 119

Clearance: (30-50%) 37% October 8, 2012 - October 31, 2102

Beginning on hand 119

Sales 119

Ending on hand 0

Nordstrom : Fall 2012

Introduction Phase

Nordstrom

Women’s Contemporary

Merchandising

Maintenance Phase

Nordstrom

Women’s Contemporary

Merchandising

Clearance Phase

Nordstrom

Women’s Contemporary

Merchandising

In Store Merchandising

In Store Merchandising

Catalog to customers

• Info packet of hemp

Catalog to customers

Catalog to customers

Catalog to customers

Catalog to customers

Marketing Budget

• Total Stores: 15

• Total Units: 4,920

• Total Wholesale: $567,300.00

• Total Retail: $1,331,700.00

• Projected Marketing

Budget: $100,000.00

• Actual Marketing

Budget: $75,078.00

Marketing : Phase One • OBJECTIVE:

Gain awareness to the Naked by Elizabeth and James Brand

• STRATEGY: Educate the customer about the quality and fibers of Naked garments and sustainable fashion.

• TACTIC:

Mail catalog, Online catalog, email list, Facebook, twitter, Naked blog, Naked Website

• CONTROL:

Facebook friends, Website visits & duration, twitter response, interaction on blog, email data

Marketing : Phase Two • OBJECTIVE:

Increase Elizabeth and James sales by 12%.

• STRATEGY:

High attendance at launch events.

• TACTIC:

Launch Event, Invitations, Street Advertisement, Email

list, Facebook, twitter, Naked blog, Naked Website

• CONTROL:

Facebook friends, Website visits & duration, twitter

response, interaction on blog, email data, Launch event

attendance

Street/Magazine Advertisements

N o r d s t r o m P r e s e n t s : N a k e d b y E l i z a b e t h a n d J a m e s L a u n c h E v e n t W h e r e : 5 2 0 N. M i c h i g a n Av e . C h i c a g o , I L W h e n : F r i d a y, A u g u s t 3 , 2 0 1 2 / 7 - 9 p m . W h y : 1 0 % o f P r o f i t s d o n a t e d t o C R R H ( c a m p a i g n f o r t h e r e s t o r a t i o n a n d r e g u l a t i o n

o f h e m p ) F r e e N a k e d To t e w i t h P u r c h a s e

Lau

nch

Eve

nt

gift card

Launch Event

Marketing : Phase Three • OBJECTIVE:

Establish a loyal customer base.

• STRATEGY: Provide repeat customers benefits through email and direct mail.

• TACTIC:

20% off mailer, email list, Facebook promotion, twitter promotion, Naked blog, Naked Website

• CONTROL:

Facebook friends, Website visits & duration, twitter response, interaction on blog, email data, response to 30% off receipt return & 20% off mailer returns

Sources

elizabethandjames.us

http://envirotextile.com/chinese-hemp-fabric/index.html

www.ccrh.org

www.hemp.org

Allure Magazine; September 2011

www.Nordstrom.com

Fall 2012

Kathleen McEntire