File

Fashion Merchandising Promotion Plan
Badger DECA
Badger High School
zzo South St.
Lake Geneva, WI 53i47
Maria Diliman
February , 2011
Table of Contents
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I.
EXECUTIVE SUMMARY
II.
DESCRiPTION OF THE STORE
2
III.
OBJECTIVES
4
IV.
SCHEDULE OF EVENTS
4
a. Special events
4
b. Advertising
6
c. Display
6
d. Publicity
7
e. Other in-store activities
8
V.
RESPONSIBILITY SHEET
8
VI.
BUDGET
9
VII.
STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT
9
VIII.
BIBLIOGRAPHY
11
IX.
APPENDIX
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I. EXECUTIVE SUMMARY
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The EDUN line created by Bono and Au Hewson to promote “trade not aid” in Africa is
one of the many high-end fashion lines stocking the shelves of Bloomingdale’s SoHo.
Bloomie’s contemporary image, from its signature black and white tiled floors to the endless
in-store labels such as Gucci and DKNY provides EDUN with the perfect platform to emerge
as a leading label. The downtown Manhattan location of Bloomingdale’s SoHo emits the
ideal atmosphere for EDUN’s casual yet chic fashion wit. EDUN goes back to basics with
its African-based productions and loose style for “blooming” young adults. The collection
boasts a distinct flair inspired by exquisite Africa. From designer print t-shirts, sexy denim
pants, and sleek leather jackets for guys to organic jersey tank tops, wing dresses, and
cropped trousers for gals, the EDUN fashion sense ensures a double take. The primary target
market for EDTJN is fashion-conscious male and female individuals ranging from the ages of
18-35 and with a minimum income of $75,000.
As marketing managers for Bloomingdale’s SoHo, we convened a series of meetings in
order to formulate the best four-week promotion campaign for the EDIJN line. The
following objectives have thus been established:
•
•
•
:
•
•
Increase popularity of the EDUN line with a higher level of exposure to the fashion
industry
Increase sales of the EDUN line in Bloomingdale’s SoHo store by 20% and total sales of
the store by 10%
Promote EDUN’s identity in Africa as well as its organic and ethical values
The campaign will begin on September 8, 2011 and end on October 6, 2011. The fall line
promotion will take on the name “Garden of EDUN” to support EDUN’s mission of natural,
sustainable fabrics and simple, effortless fashion.
The campaign is packed with fresh ideas from special events to publicity. Featured
special events include a Luncheon with Bono and Au, Fashion’s Night Out Appearance,
Reusable Brown Bag giveaways, and NYU discount cards. The lineup for publicity and
advertising is a special SoHo appearance in the New York based series Gossip Girl, and a onepage ad in the popular Nylon Magazine. The in-store campaign includes a new design for the
EDUN designated floor space and weekly employee meetings.
•
Although these events will be costly, Bloomingdale’s has a target market of higher-based
incomes. Thus the budget, as detailed in the plan, is estimated to be $47,565.
•
The four week campaign will benefit the store by increasing popularity of the line as well
as the store which will lead to an increase in revenue. This will be accomplished by the fresh
advertising and promotions detailed in the project. Introducing urban outfits to the high-end
clothing realm of Bloomingdale’s will spark a flame in the world of fashion.
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II. DESCRIPTION OF THE STORE
Beginning with hoop skirts then transforming into one of the top stores of modern
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fashions, Bloomingdale’s began in 1861 in New York. Brothers Joseph and Lyman
Bloomingdale started the company by selling hoop-skirts on the Lower East Side, and in 1872
they opened the first Bloomingdale’s store at 938 Third Avenue. They quickly found out that
hoop-skirts were on the out, so they began selling the hot new trend of corsets along with
European fashions. When the store moved to 59 Street, it was built with large display windows
that were used to promote new items.
Soon enough, Bloomingdale’s popularity was growing so
quickly that the store branched out to other locations, now at 26 different
sites. It wasn’t until 2002 that they decided to open a branch in the up-
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and-coming neighborhood of SoHo (short for “South of Houston”).
Bloomingdale’s SoHo is located at 504 Broadway between Broome and
Spring streets in New York City. It is a six level store that offers a
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variety of departments including men’s and women’s apparel, shoes, and
home accessories.
The store is open seven days a week, Monday to Friday from 10 A.M. to 9 P.M.,
Saturdays from 10 A.M. to 8 P.M. and Sundays from 11 A.M. to 7 P.M. The target market is
upper class women in their upper twenties to late fifties. The price range is mid-range to high
end. Designer labels in the SoHo location include Zac Posen, Diane Von Furstenberg, Thomas
Burberry, Calvin Klein, DKNY, Marc Jacobs, Juicy Couture, and Miss Sixty.
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Another
one of these labels is EDUN. The company was started in 2005 by Bono and his
wife Au Hewson. Their goal was to encourage trade-not-aid with Africa
by manufacturing 80% of their products in Africa, mainly Tunisia,
Tanzania, and Kenya. Bono and Ali’s goal of going back to basics was
made clear when they produced the fashion line name EDUN: nude
LIVE
3.
spelled backwards. The line uses organic and sustainable materials when
possible, even though their main mission is to promote trade-not-aid. This
concept is designed to promote the African economy, which will increase the standard of living.
It is not charity but will continue to improve the lives of natives.
Under their brand, Bono and his wife started EDUN Live, a t-shirt line made exclusively
in Africa, called the “grow-to-sew” initiative. For the EDUN Live project, EDUN partnered with
•
Made Africa, an independent charity working to promote sustainable fair trade and educational
projects in Africa. The t-shirts consisted of hand drawings made by children in the Bidii School
located in Kibera, Kenya, one of the largest slums in Africa.
All of the proceeds from EDUN Live went back to the Bidii
School.
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EDUN has a target market of men and women between
the ages of 18-35 with an annual income higher than $75,000.
The clothing would be described as trendy, loose, and casual yet sophisticated: leather and denim
pieces for the guys and for the girls a chiffon or jersey tank top paired with shorts. Not only
casual, the EDUN line also boasts baggy wing dresses, urban cover-ups, and classy accessories
such as scarves and hand-made bracelets that bear the EDUN label. The pieces in the collection
usually fall between $45 and $300.
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iii. OBJECTIVES
For this fashion promotion plan, we will focus on EDUN’s fall line at Bloomingdale’s.
All of our advertisements, displays, and promotions will focus around the theme of “The Garden
of EDUN.” We chose this theme to promote the idea of world trade that is key to the EDUN
brand, as well as increasing fall sales by using the proximity of Bloomingdale’s SoHo to NYU
and its “blooming” young neighborhood. To do this, our team came up with the following
objectives of:
•
•
•
•
Increase popularity in the urban realm of the EDUN line with a higher level of exposure
to the fashion industry
Increase sales of the EDUN line in Bloomingdale’s SoHo store by 20% and total sales of
the store by 10%
Promote EDUN’s identity in Africa as well as its organic and ethical values
IV. Schedule of Events
A. Special events
1. Fashion’s Night Out 2011 NYC
Kicking off the fall promotion for EDUN, Bloomingdale’s SoHo will
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participate in Fashion’s Night Out on September 8, 2011. The night
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is pumped up with designers, celebrities, and upcoming fashions.
Bono and Ali will be present at Bloomingdale’s SoHo in order to
market their fresh fall line for EDUN. This premier night will be the perfect start for the
“Garden of EDUN.”
2. NUDEfor EDUN
Customers who buy merchandise from the EDUN brand of $250 or more will receive an
invitation to the “Garden of EDUN” themed party on October 7, 2011, from 9 P.M. to midnight.
The party will take place on the third floor of Bloomingdale’s SoHo. Guests will receive
complimentary Appletinis and “forbidden fruit trays”. Guests will be requested to wear “Adam
and Eve” costumes, and those voted on as best dressed will receive a special prize.
3. Luncheon with Bono and All
In order to promote sales specifically for EDUN and utilize the celebrity ownership of
Bono and Au, with each purchase of five hundred dollars or more, the customer will be entered
into a drawing for a personal luncheon with Bono and Au in Café 504 located on the second
floor of Bloomingdale’s SoHo for them and a friend. The contest will begin on September 8 and
the drawing will follow the ending of the four-week Garden of EDUN line promotion campaign
•
on October 6. The luncheon will take place on Saturday. October 8.
4. Reusable Brown Bag
•
First designed by Massimo Vignelli in 1973, the iconic Brown Bag has
since been trademarked by Bloomingdale’s. As a gift, each customer
who purchases any piece from the EDUN line will receive a free re
usable brown bag signed by Bono. This will be during the limited four
week period of the “Garden of EDIJN” promotion while supplies last. Not only will this
promote sales for the EDUN line, but it will continue to promote Bloomingdale’s in the hands of
fashion trendsetters walking the streets of New York.
5. NYU Student Discount
Bloomingdale’s is easily accessible for New York University (NYU) students with less
than a ten minute walk down Broadway. NYU’s fall classes begin on September 6 for the 2011
school year; no doubt students will be looking to update their wardrobes for the new school year.
Since Bloomingdale’s wants to shift its target market towards the coming-of-age generation,
/
during the four-week Garden of EDUN campaign, NYU students will receive a 10% discount on
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any in-store purchase by simply scanning their student id. This will increase the popularity of
the EDUN clothing line and create trends that will spread through city and beyond.
B. Advertising
1. Nylon Magazine Ad
:
We will place an ad in Nylon Magazine for the September 2011 issue. The ad will
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feature the slogan “Out of Africa, Into Bloomie’s.” The ad will have
information on the activities going on at the Bloomingdale’s SoHo
location as well as a model wearing a piece from the fall line, “Garden
ac
of EDUN.” Our signature will consist of the Bloomingdale’s and
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Facebook logos.
2. Gosszp Girl
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After a meeting with Josh Schwartz, executive producer of the
hit CW show Gosszp Girl, he agreed to film a scene for the first
episode of season five (due to air on Sept. 12) at Bloomingdale’s
SoHo, showcasing the EDUN line. The episode will show characters shopping inside of
Bloomingdale’s SoHo and wearing a piece from the EDUN collection later in the episode. We
will be providing the show five EDUN looks and a three hour time-frame to shoot the episode
where we will have to close off part of the store. The filming date has yet to be decided.
C. Display
1. Storefront
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The architecture at Bloomingdales is second to none and we would like to leave our mark
boasting of the EDUN Line. The two main display windows on the main level will feature the
slogan, “Welcome to the Garden of EDUN.” One window will feature a woman’s EDUN look,
while the other a men’s look. Both will emit a Garden of Eden atmosphere with trees made out
of sustainable or recycled items and leaves hanging from the ceiling. On the top windows, every
other rectangular window will feature photos of models and celebrities adorned with pieces from
the new fall line, including EDUN Live t-shirts.
2. Store Layout
•
We will leave the store layout mainly untouched except for the third floor where the
EDTJN line will be featured. The line will take over the northwest corner of the floor,
approximately 1500 square feet. It will feature four mannequins and similar posters to the ones
featured on the exterior of the store.
D. Publicity
1. Social Networking
We will remodel the Facebook page for the Bloomingdale’s SoHo location. The page
will include updated events, discussions, and photos of everything happening at the location.
Hopefhlly it will serve as a model for other Bloomingdale’s locations. On top of the new
Facebook page, we will also create a Twitter account for the SoHo location, offering the same
promotions as the Facebook page. Both will include special deals such as coupons and sales for
•
•
Facebook and Twitter users. Tweets will go out daily promoting the upcoming special events.
2. Press Release
•
We will issue a press release to local media outlets (such as Social Life Magazine, New
York Magazine, WNBC 4, WPIX TV 11, and New York Daily News) in the SoHo area as well as
to other areas of Manhattan. The press release will have information about Bono and Ali’s visit
to the Bloomingdale’s SoHo location on September 8, 2011 for Fashion’s Night Out.
I•.
E. Other in-store activities
(
1. Trainingfor Employees
We will hold weekly Monday morning meetings thirty minutes before the store opens to
clarify plans for the week and designate jobs for special events and promotions. The meetings
will also offer an opportunity for employees to give feedback as to how the promotion is going
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and discuss room for improvement.
V. RESPONSIBILITY SHEET
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Employee Title
1. Store Manager
(1) Mark Tomlin
Duties and Responsibilities
1. Organize and conduct weekly Monday meetings
2. Confirm Au and Bono’s arrival for Fashion’s Night Out (September
8)
3.Confirm “Luncheon with Bono and Ali” (October 8)
4 Confirm the NUDE for EDUN promotion (Sept 17)
4. Contact Josh Schwartz to verify filming the scene on Gossip Girl
5. Submit one-page spread layout to Nylon Magazine
2. Store Supervisors
(7)
1.
2.
3.
4.
5.
6.
3. Sales Associates
1. Remind customers of the Brown Bag promotion and NYU student
discount
2. Incorporate friendly personal selling tactics
3. Assist with Fashion’s Night Out
4. Assist with monitoring NUDE for EDIJN as well as handing out
invitations to customers who spend over $250
5. Aid customers in locating merchandise
6. Keeping organized store environment
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(V
(55)
Execute in-store layout design and window display
Create Bloomingdale’s Facebook and Twitter pages
Supply Sales Associates with reusable Brown Bags
Monitor employee performance and sales
Contact and organize four models for Fashion’s Night Out
Monitor lines for NUDE for EDUN and control who gets in
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VI. BUDGET
After meeting with Mark Tomlin, the store manager, we have calculated the following
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I,.,
expenses for the events during the four-week campaign. These are estimates based on researched
costs.
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Financial plan
1. Fashion’s Night Out
Includes models, food for Bono and Au as
well as the models, make-up and hair
2. NUDE for EDUN
Includes food and beverages (using Scott’s
Food Court Catering)
3. Luncheon with Bono and Au
Four meals from Café 504
4. Reusable Brown Bag
Order brown canvas bags for first 1000
customers to buy from the EDUN line
5. Nylon Magazine Advertisement
One-page spread in color
6. Gossip Girl Scene
Five outfits given to costume design
department for Gossip Girl cast
7. Window Displays
Print cost and design cost, main window
display materials
GRAND TOTAL ESTIMATION
Cost
$5000 x 4 models
$250 for food and beverages
$250 for other expenses
Total: $20,500
$2.95 per person for fruit x 100
$15 per person for drinks x 100
Total: $1,795
$60 x 4 meals
Total: $240
$1.52 x 1000 bags
Total: $1,520
$17,530 x 1 page
Total: $17,530
$256 (on average) x 5 outfits
Total: $1,280
$75 x 20 posters
$1,000 for construction of windows
$2,200 for design cost
Total: $4,700
$47,565.00
VII. STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT
The “Garden of EDUN” fashion promotion plan for Bloomingdale’s SoHo is sure to
benefit not only the EDUN line but also the entire store. Using the EDUN line as a starting
point, the line will draw in a younger clientele from the SoHo area and will help show that
frI
Bloomingdale’s is not just for the older client. We believe this plan will help expand the target
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market and redefine the store. We would like the store to not only continue to compete with
Macy’s, Barney’s, and Bendel’s, but also Urban Outfitters, Anthropology, and other small but
edgy boutiques in New York and other metropolitan areas.
The appearance by Bono and Au in the store for Fashion’s Night Out will increase
revenue, bring in new customers, and create a buzz in New York. It will also get the word out
about the benefits to Africa and its connection to the clothes by in-store posters and
advertisements.
•
By giving discounts to local NYU students, Bloomingdale’s SoHo will see a fresh group
• of customers. The fact that the promotion will be happening just as school is starting will
• encourage them even more to buy EDUN pieces to complete their back-to-school look. The Re•
•
usable Brown Bag promotion will put Bloomingdale’s name in the hands of hip young customers
as well as promote the current trend of giving back to the world, which fits perfectly with the
•
•
EDUN line.
The use of the popular television show Gossip Girl will help promote both the store and
• Bono’s line and his mission to help Africa to young people across the country, and will
specifically reach out to people in New York. The Nylon Magazine ad will have the same effect
as it is also popular with younger, edgier people who would not normally shop at
Bloomingdale’s.
All of the above promotions and advertisements, along with the NUDE for EDUN
promotion, store atmosphere, and social networking, will help to achieve the goals our team has
set. By using this campaign, Bloomingdale’s SoHo will not only see an increase of sales but also
adapt to meet the younger, edgy world of fashion, just like it did 1872 when they met the needs
of the ever-changing fashion world.
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VIII. BIBLIOGRAPHY
“Bono Offers Clothing with a Conscience Entertainment Music TODAYshow.com.”
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TODAYshow.com. Ed. Associated Press. 15 Mar. 2005. Web. 15 Dec. 2010.
<http ://today.msnbc.msn.comlid/7 1 82840/ns/today-entertainment/#>.
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N Tishgart, Sierra. “Mingle with Designers at Bloomingdale’s in Soho on Fashion’s Night Out:
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Talking Fashion: Style: Teenvogue.com.” Teen Vogue. 30 Aug. 2010. Web. 15 Dec.
2010. <http://www.teenvogue.comlstyle/blogs/fashionl2010/08/mingle-with-designersat-bloomingdales-in-soho-on-fashions-night-out.html?printable=true>.
IN;
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“Bloomingdale’s Press Releases.” Shop Bloomingdales.com. 17 Oct. 2002. Web. 15 Dec. 2010.
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<http ://www.bloomingdales.comlabout/company/press/detail .ognc?newsID3 1>.
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IX. APPENDIX
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‘N Press Release
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Contact:
Maria Diliman
[email protected]
504 Broadway
FOR IMMEDIATE RELEASE:
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Fashion’s Night Out features Bono and Au’s EDUN
New York, NY 10012
212-729-5900
NN New York New York—August 15, 2011 Fashion’s Night Out is the highlight of the fall season
—
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when stores across Manhattan open their doors past normal hours for a night sure to be in every
shopaholic’s dreams.
Celebrities, designers, and models flood the stores to promote their favorite lines. The date is set
for September 8, 2011.
Bloomingdale’s SoHo is not left out of the party; the store will be featuring EDUN’S new fall
line the “Garden of EDLTN.” The fall line will be going back to basics just as EDUN’s owners,
Bono and Au Hewson, intended when they created the brand in 2005.
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Bono and Au will be present the whole night to promote EDUN and its ethics. EDUN apparel is
based out of Africa to promote “trade not aid.” They incorporate sustainable and organic
materials for their clothing as much as possible.
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Fashion Merchandising Promotion Plan
Marcus High School DECA
Marcus High School
5707 Morriss Road
Flower Mound, TX 75028
Kathryn Gaines
April 30, 2011
Table of Contents
I.
Executive Summary
1
II.
Description of Store
2
III.
Objectives
3
IV.
Schedule of Events
3
A. Special Events
3
B. Advertising
6
C. Display
7
D. Publicity
8
E. Other In-Store Activities
8
V.
Responsibility Sheet
9
VI.
Budget
10
Vu.
Statement Benefits to the Retail Establishment
10
VIII.
Bibliography
11
#44
EXECUTIVE SUMMARY
About H&M:
H&M is an international clothing store with one goal: to offer quality
and fashion at the best price. The store opened its first store in Sweden in
1947 and has since moved worldwide, notably to the United States in
2000. H&M is frequently recognized in fashion magazines as a store that
has the latest styles for reasonable prices. Though H&M currently caters
to sizes 2 to 14 and S to L, H&M has determined that brand expansion into
plus sizes 14 to 24 and XL to 3XL to be a promising strategy. With the
integration of sizes 16 to 24 in the store, H&M will kick off a promotional
campaign in the United States with the release of the 2011 Fall Line,
advertising the release of the new additional sizes.
Goals for the year following the promotion:
• Increase number of customers by 30%
• Increase total profit in the United States from the addition of plus
sizes by 10%, in addition to the projected annual 15% increase, for
a total of 25% increase in profit
• After having great responses from the addition of new women
sizes, H&M will next look to incorporate men’s plus sizes
Promotional Campaign:
The campaign will be a national campaign throughout all H&M stores
in the United States. The campaign will have two parts: promoting the
new fall fashion line, while incorporating the promotion of the new sizes.
The campaign will be themed “Leaves Aren’t the Only Things Changing,”
and will span four weeks, beginning in mid-August and ending September
15. The campaign will advertise the new sizes, while avoiding the blatant
singling out of plus size women. Primary promotions will occur through
our customer database, appearances in NYC Fashion Week, University
events, scholarship opportunities, internet advertising, and in-store
promotions. In addition to planned advertising and promotions, all stores
will undergo modified displays.
Budget:
After assessing the figures from previous sales years, H&M is expected
to have a profit in the United States of approximately $1.3 billion dollars
from the 2010 sales year. From this profit, H&M will invest $879,975 in
the four-week plus size/fall line promotion. This should result in a 25%
profit increase for the year directly following the promotion, with total
profit up to $1.62 5 billion from United States sales.
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II.
Description of the Store
H&M is an international retailer, selling clothing, accessories, and
cosmetics. The store is dedicated to providing high quality products while
maintaining low prices for their customers. H&M’s target market is
anyone with an interest in fashion, including women, men, and children.
The store offers an extensive variety of clothing as well as constant
shipments of new things, easily catering to all tastes. The company
launched its initial store in Sweden, and is still exploring new markets
today. H&M can now be found in 35 markets and has 1,988 stores
worldwide. The United States ended the 2009 sales year with 189 stores,
but has since opened several more and has plans to continue the growth.
The United States stores are predominately located on the East Coast
and/or in large cities. However, H&M is in a minority with many retailers
today in that it does not offer online shopping for American consumers.
H&M remains a special treat to shoppers because what is found in the
store can be found nowhere else, adding a unique feeling about
purchases.
H&M has recently explored alternative additions to enhance their
sales. The headquarters have come to the consensus that the addition of
plus sizes will increase overall sales and contribute to the targeting of “all
who appreciate fashion.” H&M has embraced the expansion of sizes based
on surprising, current statistics. The average sized woman in the United
States is a size 14; 67% (75 million) of American women wear a
a size 14 or larger. Surprisingly, only 17% of apparel is made for size 14
or larger, limiting options for plus size shoppers. Currently H&M only
produces women’s sizes ranging from 2 to 14, similarly, small to large in
tops. With the addition of plus sizes H&M will increase its clientele,
targeting an increase in profit margin as well. With the addition of the
new sizes, H&M will now compete with retailers that also sell similar
sizes, such as: Forever 21 (Faith 21), Target, and Torrid. Through the
innovative H&M Fall 2011 fashion promotion, the store hopes to gain the
advantage over these competitors.
III.
Objectives
Through H&M’s two-part promotion, “Leaves Aren’t the Only Things
Changing,” the popular brand has discussed three main objectives to be
achieved in the first year after promoting:
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Increase number of customers by 30%
•
Increase total profit in the United States from the addition of plus
sizes by 10%, in addition to the projected annual 15% increase, for
a total of a 25% increase in profit
•
After having great responses from the addition of new women
sizes, H&M will next look to incorporate men’s plus sizes
IV.
Schedule of Events
A. Special Events
After evaluating the typical H&M shoppers, it has been
determined promotions need to be geared toward a range of
teenagers to thirty-year olds, with the full range of sizes. Young adults
are our largest group of shoppers. Each event or mode of promotion
has been designed to attract a particular group of the identified target
markets.
The first promotional event will target the teenage shoppers,
particularly of high school age. The event will be the ‘H&M
Scholarship” offer, with the application available on the website, as
well as advertised through Fastweb Scholarships (a popular
scholarship online database for high school seniors). The scholarship
will be available for rising college freshmen interested in pursuing a
career in fashion. The application will require an essay based on “A
time you felt out of place,” as well as mandatory registration for the
H&M mailing list. There will be five scholarship winners, first place
awarded with $10,000; second and third $5,000; fourth and fifth
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$2,500. Applications for the scholarships will open the third week in
August and will close September 15.
The next promotional event will target our newly acquired
plus size shoppers. H&M will participate in NYC’s Fashion Week by
modeling the new line in OneStopPlus.com’s plus size fashion show.
The fashion show appearance will directly advertise the addition of
plus sizes, as well as gain publicity from fashion media, which will
help reach a broader audience. In addition to participation in the plus
size fashion show, H&M will have representatives at a booth
be set up the entire week. These representatives will be there
primarily to further excite shoppers. NYC Fashion Week will take
place September 8 -15 and will preview looks for Spring/Summer of
2012. The “Leaves Aren’t the Only Things Changing” campaign will
conclude here to excite interested shoppers for prospective buys for
future seasons. At this point in the campaign, word will be out
regarding the fall line, so therefore this event serves primarily to
interest our plus size shoppers, assuring H&M’s new sizes are a
permanent addition.
The last promotional event, University to University, will take
place at universities throughout the nation: Ohio State University,
University of Minnesota, University of Central Florida, University of
California Los Angeles, University of Washington, and Boston
University. Not only are these some of the largest public and private
universities nationwide, they are also located in cities with at least
one H&M store or a store location nearby. This event is geared toward
our college student market, stimulating an interest in the new fall line.
In addition to reaching young adults, statistics show that 34% of
Americans (20 years and older) are overweight; allowing the fashion
shows to reach both markets. Fashion shows will be held at the
universities. All attendees will receive promotional, fall-themed
coupons. The models will be all sizes and model different looks. At the
conclusion of fashion show, the H&M University to University
competition will be announced to the student bodies. The competition
will begin September 1st and include the six universities who
participated in the fashion shows. The university students will have
two weeks to purchase fall-line items. At the time of purchase,
students will identify the university they attend, by showing a student
ID, to the store. At the end of the two-week period, stores will tally the
sales sold from the students and corporate offices will compare
results between participating schools. The school with highest total
dollar sales will win a free private concert by OneRepublic.
B. Advertising
Through today’s low-expense advertising, H&M will focus on
capitalizing on online advertising beginning August 15. H&M will use
all of the resources to not only promote the new line, but also inform
people of upcoming events and promotions. H&M will advertise both
the fall line and new sizes on their Facebook fan page. H&M will
continue advertising via social networks through their capitalization
on Twitter by creating an account. H&M will select one item a day
from the new line to advertise on Twitter, Facebook, and the already
existing H&M app. H&M will showcase this item by incorporating the
item into three different looks and displaying the samples on these
media outlets. Through these updates, “fans” will be notified of the
premiered item daily. H&M will also purchase a banner ad on
OneStopPlus.com, an online “shopping mall” for plus size shoP4
addition, H&M will send e-mail blasts to the customer database; the e
mail will include the monthly newsletter with a feature article about
the new sizes. Another method of advertising involves the purchase of
Google key word association, meaning when “plus sized clothing” (or
something similar) is searched in Google, H&M will be a top result.
The final method of online advertising will come from the promotion
released online through Groupon. Groupon members will choose to
accept H&M’s proposed “deal,” and then print their voucher and bring
into H&M stores to enjoy for discounted shopping. The “deal” will be
proposed one day near the beginning of the campaign and will be
applicable to purchases for the remainder of the promotion.
In addition to online advertising, H&M will continue their other
modes of advertising including: print ads, television commercials, and
outdoor advertising. One change that will come about through this
campaign is the addition of scan icons on the magazine ads; these
icons allow SmartPhone owners direct access to the H&M home page
their cell phones.
C. Display
A unique aspect of the “Leaves Aren’t the Only Things
Changing,” campaign is the assimilation of the new sizes into the rest
of the store’s sizes. H&M’s overall goal is to find a balance of
promoting the new sizes without offending the women who wear the
new sizes. Sizes will not be split into different areas of the stor
women’s sizes will be placed on racks together, for we want all
women to feel equal. In order to further equalize women, H&M will
invest in larger mannequins, which will be placed and dressed on
display along with the current mannequins. Large signs will be
purchased for front windows reading, “Now carrying sizes 2-24.” In
order to satisfy the fall portion of the campaign, all displays will be
changed to reflect the fall season. All store displays will coordinate
our methods of online advertising in order to also feature the “Item of
the Day” in stores. All stores will have three mannequins displayed
with the item while incorporating the item into a “different look”. In
store changes also include the playing of the hit CD “Waking Up,”
recorded by H&M’s partner band: OneRepublic.
D. Publicity
Press releases and media kits will be sent to fashion magazines
such as: Marie Claire, Seventeen, and Elle. These releases will be sent
to the companies in June, so articles may be published in the August
editions of the magazines. In addition to the magazines, all of these
companies have websites as well as iPad/iPhone/iPod apps that
constantly update with fashion trends and news.
E. Other In-Store Activities
With the strong emphasis on this campaign, H&M believes it is
important to have store employees motivated as well. Not only will
the employees be enthusias:ic about the sales, they will also
new fall line while at work. As further incentive for the employees
during the four-week period to succeed at work, a contest will be held
in order to determine which employee can sell the most clothing
items. When customers checkout, they will be asked to identify the
employee who helped with the sale for the day, and if plus-sized, that
employee will receive two credit marks for each plus-sized item
purchased. For all other clothing purchases, each sales employee will
receive one credit mark. All employees will rotate positions in the
store, allowing for equal opportunity to influence the same number of
sales. At the end of the period, the sales associate with the highest
number of items sold from each store will receive a $200 bonus.
V.
Responsibility Sheet
A. Corporate Offices
• Set up appearance in NYC Fashion Week, particularly modeling
in OneStopPlus.com’s show
• Set up scholarship application on Fastweb and determine
winners
• Approval with OneRepublic for private concert and verification
of CD playing throughout stores; purchase CDs
• Send media kits to identified companies in June
• Decide on universal display materials and items for all stores
• Subscribe to Groupon and assign regional managers meetings
with Groupon representatives to create reasonable promotion
• Determine Item of the Day and update Twitter, Facebook &
H&M app daily
• Purchase banner ad for OneStopPlus.com
• Specific Assignments regarding: Columbus, Minneapolis,
Orlando, Los Angeles, Seattle & Boston locations:
1. Contact six universities and arrange for fashion show to
be held first week of September
2. Order promotional fall coupons for handouts at shows
3. Split assignments and organizations between all
managers in same city and implement a system
counting student purchases for contest
9
Send e-mail blasts
Purchase Google key-word association
Manager
(Specific to six cities) Participate in University fashion show
th
9
Hold in-store meeting on July 2
Order necessary merchandise to stock stores
Order display arrangements (mannequins, signs, fall
arrangements, and CD) from headquarters
• Order Fall Catalogs to leave for shoppers at cashier
C. Assistant Managers
• Design store displays when decorations arrive
• Review acceptable outfits for employees to wear; all fall line
items
• Review and record sales count for employee contest daily
D. Sales Associates
• Wear fall line outfits when working
• Rotate working sales floor; when working, encourage
customers to try new items and educate about new sizes
Budget
•
•
B. Store
•
•
•
•
VI.
1romqiona1 Jyeflt
CD Purchases
1 .500.00
Private Concert Set Up
I O.000.00
OneRepublic Fees
1 OOMOO.O0
Plus Size
1 34375M0
Mannequins
• Additional Fall Display
New Sizes” Banners
Show Costs for all
Universities
Banner Ad
• OneStopPlus.com
Goole Word Association
—
I 07.500.0()
43000.00
60000.00
5.000MO
600.00
Scholarship Awards
25.000.00
Sales Bonus
43.000.00
Participation in Show
300,000.00
• Booth and Table Space
50.000.00
$879,975.00
Total Costs
10
VII.
Statement of Benefits to Retail Establishment
In addition to the rewards this campaign hopes to achieve through
meeting its objectives, H&M will become an even further respected name
in the fashion industry. Through the introduction of the new sizes, H&M
will expand its target markets, and be known as a store anyone can enjoy.
As a result of carrying out this campaign and with the addition of the new
sizes, H&M will have expanded its target market to meet one of the
company’s primary missions, to satisfy “all who appreciate fashion.” The
two part promotion will attract a new group of shoppers as well as
increase excitement amongst all shoppers; resulting in increased profits.
VIII.
Bibliography
•
http://www.hm.com/us/#/startns/
•
http://www.doughroller.net/education/the-1 0-largestuniversities-in-the-united-states/
•
http://www.cdc.gov/nchs/fastats/overwt.htm
•
http://www.channelone.com/video/
•
http: //www.nvcfashioninfo.com/fashion-week.aspx
•
http://www.saddle-records.com/studio rates.htm
•
http://women.timesonline.co.uk/tol/life and stvle/women/fashi
on/artic1e5622399.ece
•
http://www.groupon.com/learn
11
#41
FASHION MERCHANDISING,
PROMOTION PLAN
I
4
White House DECA
White House High School
508 Tyree Springs Rd
White House, TN 37188
“€J3oA&9iwe
O41
DDiard
Molly Alexander
February 4, 2011
Table of Contents
I.
EXECUTIVE SUMMARY
1
II.
DESCRIPTION OF STORE
2-3
III.
OBJECTIVES
3
IV.
SCHEDULE OF EVENTS
3-7
V.
VI.
VII.
VIII.
IX.
A. SPECIAL EVENTS
3-5
B. ADVERTISING
5-6
C. DISPLAY
6-7
D. PUBLICITY
7
E. OTHER IN-STORE ACTIVITY(IES)
7
RESPONSIBILITY SHEET
7-8
BUDGET
8-9
STATEMENT OF BENEFITS
TO THE RETAIL ESTABLISHMENT
10
BIBLIOGRAPHY
10
APPENDIX
11
I. Executive Summary
It is a memory of high school that is not quickly forgotten. It is a momentous occasion that many
teenagers look forward to from the time they enter high school. It is none other than the Senior Prom.
Prom is such an exciting and memorable time especially for a teenage girl. Preparing months in advance;
girls want to find that “perfect dress” that matches their unique personality. Diliard’s has a wide variety
of designer dresses to choose from. The ‘oi
promotional campaign is designed to give girls
the access to get their unique, one- of- a- kind prom dress while giving them a memorable experience.
‘€i1t Ot” will take customers down the streets of New York City to a vintage boutique where they
can find their dresses and prom accessories. This campaign was designed with a focus of accomplishing
3 objectives.
•
•
•
To increase sales by 20%
To ensure the target market receives a one- of- a- kind experience
To attract new clientele and create long- lasting relationships with the
customers
Although Dillard’s is a department store that can service a wide variety of customers from men,
women, to infants and provide for the customers’ clothing, intimates, beauty and even household needs,
this campaign will be focused on a smaller segment of the store’s overall target market. The ‘lotL
Oivty” campaign will have a target market of females between the ages of 14 to 19 with a parental
supported household income of $45,000 and higher. All promotional events and advertisements will be
focused to this specific group of customers. The campaign will be built around five special events with
the “Style is Forever” fashion show and the “Style 101” two-day event being the primary emphasis.
These two events will work together to provide the customers with a one- of- a- kind look from the dress,
to the hair and even the make-up; all of which can be provided at the local Dillard’s store. A sweepstakes
has been created for all customers making a prom- related purchase during a designated period. “Cruise
to Prom in Style” is the sweepstakes providing the chance for a limo ride to prom for one randomly
selected customer. Additional special events to supplement the campaign include two promotional
discounts for the customer as well as a referral promotion.
The special events of the campaign cannot work alone; therefore advertising is important in order
to communicate to the target audience about the events and special promotions. This campaign will
utilize direct response mailing to local customers’ lists, as well as social networking sites such as
Facebook along with the national Dillard’s website. A specially designed mobile application will be
created to provide an inventory of all prom styles at the customers’ fingertips. National print ads will be
placed in national publications such as Teen Vogue and Seventeen to support each local store’s effort.
The campaign’s promotional efforts will continue with a complete reconstruction of the junior’s
formal dress department into a New York style boutique from the professional lighting, wall displays and
the mannequins. This will bring the Vintage appeal to life for the customer as they visit each individual
Dillard’s location. The employees will be motivated to add to this memorable experience by providing
the ultimate level of customer service through the development of an incentive and bonus program. This
promotional campaign can be implemented in more than 300 stores across the nation for a total cost of
$1,716,063; with each local store only having to pay $5,700 from the local store’s promotional budget.
The benefits that result from the implementation of this campaign will far surpass the initial investment.
A memory will be created that will result in a loyal Dillard’s customer. A vintage experience for a
teenage girl looking to stand out in a crowd.
DlliaffTh
The Style of Your Life.
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II. Description of Store
Dillard ‘s is an upscale department store chain with more than 300 locations in twentynine states. Dillard ‘s sells a diverse collection of merchandise from designer clothing to
furniture and bedding. Since 1938, Dillard’s has
focused on offering attractively- priced, national
brand merchandise. Today, a major part of
Dillard’s marketing philosophy is based off the
founder William Dillard’s keen interest in retail
and awareness of the value of effective advertising in building a business.
In the early 90’s, Dillard’s moved to a more balanced pricing approach. The pricing
strategy was designed to create loyalty and confidence among Dillard ‘s customers. This has
proven effective in the multiple departments Dillard ‘s offers. Dillard ‘s offers designer brands in
women, men, juniors and children. They also have a formal wear department which focuses on
evening wear and prom dresses. This department, in connection with the Juniors’ department,
will be the focus of the proposed fashion promotional plan.
Dillard’s major competitors include Macy’s and J.C. Penney’s. Due to the recent
economic recession, additional competitors include Kohl’s, Target and other discount retailers.
Dillard ‘s target market includes middle- to upper-class consumers with premium-priced brand
clothing and private label clothing, accessories, cosmetics and home goods. This targeted group
of consumers has an annual household income of $45,000 to $79,999. The upper class annual
income of the targeted consumer is $80,000 and higher. Therefore, the shopping experiences,
along with the high quality brands, are important in the consumers’ purchasing decisions.
Dillani
The Style of Your Life.
7
Therefore, this promotional plan will focus on communicating a unique experience to assist
Dillard ‘s in standing out among the larger retailer competitors.
III. Objectives
This promotional campaign is designed to reach teenage girls between the ages of 14 to
19 with a parental supported household income of $45,000 and higher. The campaign is focused
on providing this target market a shopping experience uncommon in the typical department store.
Shopping for the perfect prom dress has grown into a memorable experience for most young
girls including months of planning and many shopping visits. Teenage girls want to find that
one- of- a- kind dress made just for them. Therefore, the shopping experience provided by
Dillard should be one- of- a- kind. The idea is to transform ordinary racks of formal dresses
and accessories into a unique, vintage- style boutique, taking the customer to another place as if
they were walking through the streets of New York City finding the perfect dress for prom. The
campaign will focus on achieving the following objectives:
1. To increase sales of formal wear by 20% over last prom season
2. To ensure the target market receives the personal attention they deserve to have their oneof- a- kind prom look
3. To attract a new clientele and create lasting relationships with customers
IV. Schedule of Events: Promotional activity(ies) must include the following:
A) Special events:
1. “Style is Forever”: There will be an in-store fashion show located in the juniors
department on March 5, 2011. The customer will be able to view current prom styles and
receive ideas on how to get her one- of- a- kind prom look. There will be a model search
at select Dillard ‘s to pick the girls who will be in the fashion show on February 12, 2011.
Di1ani
The Style of Your Life.
3
Ten girls will be selected to appear in the fashion show at their local Dillard’s. To be
selected, girls will put together their own prom look from the Dillard’s selection. The ten
most unique, one- of- a- kind outfits will be selected to appear in the fashion show.
2. “Style 101”: There will be a two- day event, March 4-5, 2011, inviting girls to get
advice and assistance for obtaining their one- of- a- kind prom look.
i.
Sales consultants will be available to assist the customer in finding the right
dress and accessories to go along with their selection.
ii.
The juniors department will partner with the make-up department. Consultants
will be able to help girls get make-up advice that matches their personality
and the look they are trying to create for prom. The make-up department will
be there to help assist the customer in making their shopping experience even
more memorable.
iii.
Dullard’s Salon and Spa will assist each customer to create her perfect oneof- a- kind look.
3. “Cruise to Prom in Style”: The customer will automatically be entered in a drawing
when they purchase a dress for a chance to win a limo for her and six of her friends to
arrive in style to their prom. The drawing will begin January 10 through March 21,
2011. The winner will be randomly selected at each Dillard ‘s location and announced
on March 26, 2011.
4. Special offer: $10 off purchase
of prom accessory with
purchase of dress.
Di1ani
The Style of Your Life.
4
5. Referral Card: When customers purchase a dress they will receive “Style Points” to
give to their friends. The recipient will then present the “Style Points” and receive $
(15) off their purchase and the customer will then receive a twenty dollar gift card
through the mail.
13) Advertising:
1. Direct Response Mailings: Dillard’s will be mailing through the postal service “Prom
Guides” to current credit card holders who have purchased items from Dillard ‘s junior
department informing them about upcoming events during the
campaign.
This promotional booklet will contain the upcoming events, prom dresses and different
options for ideas on hair and make-up for the target market to try. It will be a minicatalog presented in a magazine format that will be teen- friendly.
2. Magazine Ad: There will be an ad placed in the
following fashion magazines with a target market
focused on girls between the ages of 14-19. The ad
will showcase the atmosphere of the promotional
event. The ad will contain information about where
girls will be able to find various offers and events
available at Dillard ‘s during this time. The ad will
be placed in Seventeen and Teen Vogue.
3. There will be a mobile application created for easy
access to all the prom items available at Dillard’s
right from your mobile phone. The mobile application will allow viewers to browse
items, view the current prom styles, and create their own prom look with the dress-up
Di1
The Style of Your Life.
5
feature on the site. This provides an instant shopping companion. It will allow
customers to pre-shop at Dillard ‘s while also providing them with instant comparisonshopping while at nearby competitors.
4. Social Networking: There will be a Facebook page created to showcase the different
prom styles offered at Dillard’s. Facebook friends will be able to upload their one- of- akind prom look for others to view and add comments. They will be able to view
upcoming events and special offers. In addition, there will be a twitter account created for
people to view and be kept up to date on the upcoming events at their local Dillard’s
store. This will provide instant updates on what dress and what style shoppers and
friends are wearing. A way to guarantee that one-of- a-kind look.
5. Internet: There will be a pop-up ad placed on frequently visited sites that the target
market visits such as Seventeen.com, TeenVogue.com, etc. This pop-up will remind the
target market about visiting Dillard’s to find their one- of- a- kind prom look.
C) Display
The moment you walk into Dillard’s you will notice mannequins dressed up and ready to
go to prom. Throughout the store these mannequins will all be dressed differently,
showcasing the different ways one can transform an ordinary dress into your own one- of- akind look. When you reach the junior’s department, you will notice something other than
racks of dresses. The junior’s department will take you down the streets of New York City
into a vintage boutique where you can find that one- of- a- kind dress that you will not find
anywhere else. The atmosphere takes you to the twenties with diamond chandeliers and red
velvet draped on the walls. Strategically- placed lighting will bring your attention to several
mannequins placed in the corners of the room, showcasing more ways to get that one- of- a
Di1an1
The Style of Your Lile.
6
kind look. Dresses will be placed in racks along the outer walls opening the room up to ease
traffic flow. Tables will be placed around mannequins where you will be able to find what
they are wearing. Tables will also be placed in a square in the middle of the room where you
will be able to find jewelry, shoes and handbags to complete your own one-of- a- kind look.
D) Publicity
Publicity is one of the greatest ways to raise awareness of the prom promotional plan. Best of
all, it’s free. But there is no control over what is said or when the message will appear or even if
a message will appear in the media. Therefore, there is no guarantee of media exposure.
Planning of public relations and promotional events are vital along with the communication to all
available media. Invitations will be sent to various media groups to attend the fashion show as
well as the two- day “Style 101” event. Finally, there will be multiple press releases about
“Cruise to Prom in Style” and “Style Points” (referral card). In addition, contacts will be made
with local television stations for appearances and brief fashion shows on the networks midday
news programming.
E) Other in store activity(ies)
Sales associates will be available for assisting the customer with their dress selection and
other prom related purchases. There will be an employee incentive program to encourage and
motivate sales associates to provide the ultimate customer service. Employees will be competing
for bonuses that will be awarded at the end of the promotional event. Employees who show
energetic and helpful attitudes, and have the most sales, will be considered for bonuses.
V. Responsibility Sheet
During the €i3t
promotional campaign it is important for job tasks to be delegated
and completed correctly. Tasks will be assigned to the Dillard’s Executive offices and general
Dilhn1
The Style of Your Life.
7
management, junior department managers and assistant managers and junior department sales
associates as follows:
•
Executives will be responsible for organizing and sending appropriate materials to
Dillard ‘.s’ stores (general management) and customers/credit card holders: publicity,
“Prom Guides,” “Style is Forever,” and “Style 101.”
•
Junior Department Manager will be responsible for the set-up of
displays, “Style is Forever,” and “Style 101.”
•
Junior Department Assistant Manager will assist the
junior department manager with set-up and will
oversee customer service and sales.
•
Sales associates are responsible for keeping the floor
clean and well stocked, keeping an energetic and
helpful attitude and customer service and sales.
VI. Budget
This is a national campaign that is projected to cost $1,716,063.00 and cover promotions
at all 300 stores across the Nation Wide. The individual store expenditure will be approximately
$5,700 to be deducted from the individual store’s marketing budget. The corporate expenses in
the amount of $216,247.00 will be for the printed advertisements in the national publications that
will benefit each individual store.
DiIut
The Style of Your life.
8
PROJECTED BUDGET FOR INDIVIDUAL STORE
Advertising
Display
??Style Point”(Referral Card)
“Prom Guide” catalog
Mobile Application
Invitations/Media Releases
$ 670.00
$ 500.00
Lighting
Wall props
Mannequins(15)
Counters/Tables
Runway/Stage
In House
In House
In House
In House
$450.00
Sound System Rental
Model Search Materials
Chairs(50)
$250.00
$350.00
$550.00
Limo Rental
$180.00
TOTAL EXPENSES
$5720.21
Fashion Show
Contest
$ 230.46
$2539.75
GRAND TOTAL FOR NATIONAL STORE EXPENSES (300 locations) $1,716,063.00
PROJECTED CORPORATE BUDGET
Advertising
Seventeen
$100,290.00
Teen Vogue
Pop-up ad
$1 15,897.00
60.00
$
Total Expenses
$216,247.00
Dillanis
The Sty’e of Your life.
9
Statement of Benefits to the Retail Establishment
VII.
Oi,t<” promotional campaign, sales will be increased by 20% over
During the
last prom season. This will be achieved because of the special offers customers will receive when
they purchase a dress. The target market will receive the personal attention they need to have
their one- of- a- kind look. During “Style 101” the customer will receive the personal attention
they need to have their one- of- a- kind look. The promotional campaign will attract new
clientele and will create lasting relationships with customers. With the referral card the customer
will receive a discount while bringing new customers to Dillard ‘s. The main benefit of the
campaign is not just an increase in sales but an increase in clientele. And most importantly this
increase in clientele will not only be a customer that just dropped in and left with a questionable
opinion to return. The customers of this campaign will have such a positive experience that a
loyal patronage will be developed. This is the ultimate benefit in the fact that the target market is
a young teenage girl that will soon be the customers with the ultimate purchasing power placed
at the central focus of Dillard ‘s target market. This campaign will ultimately benefit each
Dillard location by building a loyal patronage that will choose Dillard’s as the top choice
retailer for years to come.
VIII.
Bibliography
www.psprint.com
www.comdenastmediakit.com/tv/genrates.cfm
www.seventeenmediakit.com
http ://investor.shareholder.com/dillards/?splashlink=footer investor
www.dillards.com
http://www.wikinvest.com/stocklDillard’s (DDS)
Dillanfs
The Style of Your Life.
10
IX.
APPENDIX
The following picture is the projected plan-o-gram for the Juniors’ department at Dillard’s.
V
KEY
TRAFFIC FLOW
DRESSING ROOM
1’
COUNTERS/TABLES
.
MANNEQUINS
STAGE FOR FASHION
SHOW
Dll1an1
The Style of Your life.
11