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Fashion Merchandising Promotion Plan GNNDECA

John L. Miller Great Neck North High School 35 Polo Road

Great Neck, NY 11021 Lauren Shaoul

May 3, 2014 – May 6, 2014

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Table of Contents

I. Executive Summary ..................................................................... Page 1

II. Description of the Store ............................................................... Page 2

III. Objectives..................................................................................... Page 4

IV. Schedule of Events....................................................................... Page 4

A. Special Events............................................................... Page 4

B. Advertising.................................................................... Page 5

C. Display .......................................................................... Page 7

D. Publicity ........................................................................ Page 8

E. Other In-Store Activities............................................... Page 9

V. Responsibility Sheets.............................................................. Page 9

VI. Budget................................................................................... Page 10

VII. Statement of Benefits ........................................................... Page 10

VIII. Bibliography ......................................................................... Page 11

 

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I. Executive Summary

The Proposal Fashion has a power that goes far beyond materialism and aesthetics; it has the power to change the world. Any true fashionista will tell you that clothing is an art, a way of self-expression and has an ability to connect people of different backgrounds and cultures. FEED Projects acknowledges this concept and capitalizes upon the emotional decision within each transaction. Namely, when customers purchase FEED apparel, they are really changing a child’s life. Lauren Bush, acclaimed model, activist, and founder of FEED Projects, envisioned a company that would utilize the power of fashion to change the world. After traveling as a World Food Program Student Spokesperson, she came up with the idea for the first “FEED 1” Bag—a reversible burlap and organic cotton bag reminiscent of the bags of food distributed by WFP, which provided one child with school meals for an entire year. Since 2006, FEED has expanded into a flourishing company that sells apparel and accessories under its innovative business model that uses fashion to conquer world hunger and malnutrition. To date, FEED has provided over 46,000 children with Vitamin A and micronutrient supplements and over 60 million school meals worldwide, as Bush believes that school feeding is one of the most effective solutions to stopping world hunger and empowering children to break out of the cycle of poverty they are born into. Through the “Fashion FEEDs” holiday promotional plan, FEED will be able to feed more children than ever before by becoming the top fashion brand that allows shoppers everywhere to do good by looking good. The Problem In a market crowded with competitors, FEED aspires to stand out among a wide variety of contemporary clothing brands and non-profit organizations with similar missions. As a young company, FEED faces a major setback against competitors who have the advantage of being around longer and consequently, having a more established brand and customer base. It is paramount that FEED increases its customer base and promotes its unique selling proposition with a promotional plan that allows the brand and mission to gain more exposure. Promotional Objectives and Implementation Bloomingdale’s is currently ranked among the leading department stores in the United States for it fashion, cosmetics and enjoyable shopping experience. Bloomingdale’s is also one of FEED’s largest channels of distribution, with FEED products being sold both in-stores and online. In order to help FEED achieve its primary objectives of establishing unique brand equity, acquiring new customers, and developing customer loyalty to ultimately increase revenue and recognition, Bloomingdale’s will partner with FEED through its b.Cause philanthropy program during the 2014 holiday shopping season for the “Fashion FEEDs” promotion. FEED and Bloomingdale’s will collaborate to design a new product line of trendy and seasonal fashion called Fashion FEEDs, which will be exclusively sold at Bloomingdale’s. The “Fashion FEEDs” campaign will introduce FEED to Bloomingdale’s shopper community by promoting the line at Bloomingdale’s flagship location, at Midtown, New York City between November 25, 2014 and December 24, 2014 with a combination of direct sales efforts, opportunities to engage and interact with customers and innovative marketing methods that highlights FEED’s unique selling proposition. Special events are designed to target different segments of Bloomingdale’s large clientele, which include young women, aged 14 to 30, loyalty rewards members and holiday shoppers. An interactive display at the center of the Midtown store’s women’s contemporary section offers optimal exposure to Bloomingdale’s shoppers and FEED’s target market. The display will draw customers in; Bloomingdale’s visual merchandising will work with FEED to create a display that bridges fashion and combating world hunger with organic materials, pops of color and ethnic décor that will transport customers to the countries FEED impacts, effectively connecting shoppers to the company’s mission. Proposed Methods of Advertisement and Publicity The “Fashion FEEDs” campaign will also utilize effective forms of advertising and publicity that will specifically target Bloomingdale’s growing shopper community in a two-tiered approach. Social media and taxi advertisements will be utilized to capture the attention of the thousands of local shoppers and tourists in the immediate area, while a spread in Bloomingdale’s B Magazine, a FEED page and look book on Bloomingdale’s website, an episode of Project Runway and a fashion show at Bloomingdale’s Annual Window Unveiling event will be used to generate exposure nationally for the Fashion FEEDs line and promotion. Furthermore, the launch of FEED’s exclusive “Medium Canvas Bag” and “FEED NYC” products will be advertised throughout the retail establishment to promote FEED’s collaboration and mission to address hunger around the world and in New York City, which will bring New Yorkers together to support a cause close to home. Analysis of Proposed Campaign The “Fashion FEEDs” campaign succeeds in achieving the four objectives needed in order to take FEED to the top of the market and overcome its current shortcomings of a limited customer base and a lack of brand equity with opportunities for national exposure and direct access to Bloomingdale’s growing clientele of higher income shoppers. FEED and Bloomingdale’s will invest approximately $62,084 to implement the promotional plan, and as a result, will generate revenues and profits on the Fashion FEEDs line that will cover budget costs, and allow FEED to expand as a company and brand. With the benefits this promotional plan provides, FEED will be able to successfully feed more people than ever before and create a brighter future for all.

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II. Description of the Store

FEED is a revolutionary apparel and accessories brand with a vision of combating hunger and malnutrition

globally. FEED began in 2006 when acclaimed model and activist, Lauren Bush, traveled the world visiting Asia, Latin

America and Africa as a WFP Honorary Student Spokesperson. She became inspired by the plight of

people she met during her travels and by the WFP’s School Feeding Program, which feeds and

educates hungry children around the world. She created the original “FEED 1” bag—a reversible

burlap and organic cotton bag reminiscent of the bags of food distributed by WFP, to raise funds and

awareness for the program. The bag was stamped with “FEED the children of the world” and the number “1” to signify that

each bag feeds one child for a school year.

In 2007, Lauren Bush and Ellen Gustafson founded FEED Projects LLC to produce and sell these bags. FEED now

produces a wide variety of apparel, scarves, jewelry and bags made using environmentally friendly and artisan-made

materials. There is an “impact statement” on the tag of each item, which states the donation made from purchasing that

item. These donations include the Vitamin A and micronutrient supplements that have provided over 46,000 children with

essential nutrients through FEED’s partnership with the US Fund for UNICEF as well as over 60 million school meals

distributed through WFP. School feeding is one of the most effective solutions to stopping hunger and empowering children

to break out of the cycle of poverty they are born into. The nutrient rich lunches distributed by WFP give students the

energy they need to learn and live better lives.

Because FEED is for-profit, the price of each FEED item covers the cost of production, donation and profits to the

organization. FEED Projects also operates a non-profit subsidiary known as The FEED Foundation, and through it FEED

Projects is able to raise funds for ending hunger and malnutrition. FEED is proud to feed the world, one bag at a time.

Target Market

FEED caters to the philanthropic shopper – higher income men and women aged 20-40 who are looking for the

latest trends and cause. FEED products have an organic feel, made to resemble the traditional canvas bags used in the

countries they help feed. FEED has also developed a relief collection that benefits specific countries recovering from

natural disasters. The items in this collection draw upon each country’s culture, fashion and design.

! Geographic Segmentation: FEED customers live in urban areas and are able to access our products in department

stores found in densely populated areas or online.

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! Demographic Segmentation: FEED customers are typically higher income women in their early twenties through their

early forties who feel passionately about our mission to end world hunger and malnutrition.

! Psychographic Segmentation: Our customers are adventurous and always on the go. As such, we provide them with

durable and fashionable products that not only allow them to look great, but also to do great.

SWOT Analysis

A SWOT analysis has been prepared to identify FEED’s strengths, weaknesses, opportunities, and threats.

Promotional Overview and Goals

Bloomingdale’s is a department store that sells high-end fashion, cosmetics and

accessories. Bloomingdale’s success began in 1866 when it moved to midtown Manhattan at

59th Street and Lexington Avenue, now known as its flagship location. The store expanded

steadily, and by the 1920’s, Bloomingdale’s covered an entire city block. This location is

ranked among the city’s top tourist attractions and known prominently for its annual holiday window displays.

For the past several years, “b.Cause,” Bloomingdale’s philanthropy program, picks one organization to support

with a cause-related marketing program. For the 2014 holiday season, b.Cause will launch the “Fashion FEEDs”

promotional plan between November 25 and December 24, 2014 at Bloomingdale’s Midtown location to promote the

Fashion FEEDs line. This plan aims to introduce FEED into a high fashion market place through this exclusive partnership,

which includes incentive-drive programs, an advertising campaign and publicity that will effectively penetrate our target

market and achieve our main objectives of establishing unique brand equity, appealing to new customers and generating

Barriers of Market Entry: Exclusive partnerships with WFP

and UNICEF

Customer Evaluation of Social Entrepreneurship Role:

Confidence in business model and connection to impact

New Markets: shoppers of all

ages looking for trendy fashion and a cause to support

Non-Profit Organizations: customers may be more inclined to donate directly to non-profits

Advertising campaign, increased publicity efforts, raise funds for

expansion

Establish unique brand equity through ad campaign and

interactive display that clearly defines mission and model

New methods of distribution,

special events that target consumers outside primary market, new product line

Unique selling proposition, holiday shopping season,

establishing unique brand equity

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brand loyalty. By implementing the “Fashion FEEDs” promotional plan, FEED will see an increase in customer base and

consequently an increase in revenue and recognition that will allow it to more effectively feed the world.

III. Objectives

! Objective #1: Establish unique brand equity: FEED will establish unique brand equity by capitalizing on its innovative

selling proposition. By partnering with a high fashion department store and investing in an advertising campaign that

promotes our story and mission, FEED will become synonymous with trendy, eco-friendly fashion and philanthropy.

This will position us as a one-of-a-kind company that allows customers to look good while fulfilling their social

responsibility, thus getting more for their money. Success in achieving this objective will be reflected in revenues and

customer feedback.

! Objective #2: Acquire new customers: Using the holiday season to our advantage, FEED will utilize previously

untouched methods of marketing and introduce new products to new and existing markets, while promoting our unique

selling proposition of charitable consumption in order to attract new customers.

! Objective #3: Increase base of loyal customers: Through the means of incentive driven programs and unique

opportunities that allow for customer interactions through blog posts, social media, meet and greets, and in-store events,

FEED will keep customers engaged and eager to end world hunger.

! Objective #4: Feed over 1 million children with the “Fashion FEEDs” Campaign: The “Fashion FEEDs” campaign’s

primary objective is to promote the release of the Fashion FEEDs line sold exclusively at Bloomingdale’s in order to

increase sales. Promoting the line offers adequate profits for both Bloomingdale’s and FEED, but more importantly, it

has the potential to feed over 1 million children worldwide.

IV. Schedule of Events

A. Special Events

The “Fashion FEEDs” promotional plan will achieve

its four main objectives with a series of events that will

generate publicity and engage customers. Our ultimate goal is

to make customers aware of the FEED brand and connect them

to our mission. The holiday season plays a large role in

accomplishing this, as we will promote our unique selling proposition of “doing good by looking good,” which allows

customers to get more with a FEED purchase by fulfilling their social responsibility with trendy fashion.

Event Date Location School Food Drive Before Promotional Period NYC and Long

Island Schools Bloomingdale’s Window Unveiling

November 25 Bloomberg Courtyard

Project Runway November 26 Midtown Store Gift2 November 28 –December 7 Midtown Store FEED the World December 10 –December 24 Midtown Store Donate Your Threads November 25 –December 24 Midtown Store

Promotional Period: November 25th 2014 – December 24th 2014

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1. Bloomingdale’s Annual Window Unveiling Event: Each year Bloomingdale’s kicks off the holiday season with the

unveiling of its Lexington Avenue holiday windows. It is ranked among the top tourist attractions during the holiday

season and is one of the most highly anticipated events in New York City each year. The event is hosted and funded by

Bloomingdale’s Inc., and takes place in Bloomberg Courtyard with multi-platinum musicians and entertainers, and is

free to the public. Bloomingdale’s will launch the “Fashion FEEDs” promotional plan at this event, offering a slot

between acts for a fashion show featuring the Fashion FEEDs collection. This offers a great opportunity to gain

publicity for the promotional plan and immediately bring customers to the store.

a. School Food Drive: To generate excitement and awareness for the “Fashion FEEDs” promotion, Bloomingdale’s

and FEED will announce a school food drive competition via social media 1 month before the promotion’s launch.

All schools in the Long Island and New York City area are eligible to compete for VIP passes to the window-

unveiling event. The school that donates the most food will win and all food donated will be given to the WFP fund

for FEED.

2. Project Runway Premiere Event: As one of the highest-rated reality shows on television, Project

Runway has changed the fashion industry. As a way to promote the “Fashion FEEDs” promotional

plan and Fashion FEEDs line, an episode of Project Runway will be dedicated to the designers

designing a limited edition “FEED NYC” shirt. Each shirt will donate 30 meals to the Food Bank

for NYC, which offers warm meals for New York City’s homeless, in an effort to combat hunger. Lauren Bush will be

a guest judge on the episode, picking the winning shirt that will be sold exclusively at Bloomingdale’s Midtown

location during the promotional period. The night of the premiere, Bloomingdale’s will invite loyalty reward customers

to shop the Fashion FEEDs line featuring the FEED NYC t-shirt. While the episode will bring in new customers and

provide large media coverage, the premiere event will allow FEED to directly target Bloomingdale’s base of loyal

customers, and bring the people of New York City together to support a cause close to home.

3. Gift2 Event: “Gift2” highlights FEED’s unique selling proposition of getting two gifts for the price of one as customers

are able to purchase fashionable pieces for friends and family while giving the gift of food and a bright future to

children living in poverty. Starting on Black Friday, the FEED display will attract customers with a one-day promotion

on featured products. This will attract shoppers looking for deals and encourage shoppers to make purchases while the

discount is available. It also provides the opportunity for FEED to interact with customers, explain our mission and

generate brand loyalty.

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a. Meet and Greet with Lauren Bush: Lauren Bush, the founder and CEO of FEED Projects is an

acclaimed model and activist, which makes her an inspiration to all. The Gift2 event will

conclude on Sunday, December 7th with a meet and greet that will allow Lauren to promote the

FEED campaign. A Q&A and photographs with fans will follow her presentation, which will

foster the opportunity for her to personally meet the followers and proponents of her movement

and generate an invaluable relationship that will increase customer loyalty and brand equity.

4. FEED the World Event: FEED has also developed a relief collection that benefits specific countries recovering from

natural disasters. The items in this collection draw upon each country’s culture, fashion and design. To promote this

line, FEED will invite customers to “FEED the World” through an incentive-driven shopping program.

a. Travel the World: Customers shopping during this event will be given a wallet-sized paper passport. Each item

purchased from the relief brand counts as a stamp. Customers who have 3 stamps will get a 15% discount, 5 stamps

will get the exclusive “Medium Canvas Bag” free, and 7 stamps will put customers in a drawing to get VIP passes

to next year’s window unveiling event, because they would have successfully fed communities around the world!

b. Expedition Packing List: To promote FEED on the web, during this two-week event we invite customers to enter

their “Expedition Packing List” on www.bloomingdales.com/feed. They can do so by picking their favorite FEED

products and writing a brief statement of where they would travel and why. One winning entry will be picked for a

chance to win up to $1,500 in contents from their packing list. Not only will this attract customers to the FEED

page on Bloomingdale’s site, but it is also an accurate way of generating market research on top products.

B. Advertising

1. Spread in Bloomingdale’s Seasonal Magazine: Through their critically acclaimed “B Magazine,”

Bloomingdale’s has created a community that promotes wellness, beauty, design, and of course,

fashion. Four times a year, B Magazine is mailed to Bloomingdale’s top reward members and sold in

stores nationwide. Its holiday edition is the most highly anticipated by all shoppers, as it holds

exclusive designer interviews, gift guides and the season’s trends. Last holiday season, Bloomingdale’s reportedly

printed over 500,000 copies, which were distributed and sold around the country. To promote the “Fashion FEEDs” line

and b.Cause partnership, Bloomingdale’s will print a 6 page spread which will include different pieces from the

collection, an event guide, and an exclusive interview with Lauren Bush. B Magazine will play an instrumental role in

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achieving FEED’s objectives as it will increase recognition, establish brand equity, and garner the support of

Bloomingdale’s growing shopper community.

2. Taxi Advertisements: Using New York’s new digital cab displays, we can focus our cab ads to the general location of

Bloomingdale’s Midtown location. 20 cabs at $600 per cab guarantees us 15 minutes per hour, as well as a GPS locator,

that will switch to our ad when within 4 miles of this location. Proper use of these taxi advertisements will attract the

2.5 million tourists and customers who occupy Lexington Avenue daily.

3. Word of Mouth: For this promotion, word of mouth advertisement will be essential due to the nature of our target

market. Billions of brand related conversations begin daily in the United States, especially during the infamous holiday

shopping season. One of the most effective ways to inform customers about FEED and create long-lasting relationships

is to explain our story—as our dream to change the world became a reality with the help of our passionate supporters.

In this day in age, word of mouth advertisement does not stop with verbal communication, as there is an entire social

media world that allows us to reach more people, more effectively in order to make an impression. With FEED and

Bloomingdale’s combined 700,000 followers on Facebook, Twitter and Instagram, we hope to stimulate

“conversations” with daily posts that will make shoppers eager to join our crusade to change the world.

a. #FeedNYC: During the Project Runway premiere, #FeedNYC will be shown in the top right corner of the episode.

Using hashtags allows customers from around the world to join the conversation on various social media outlets

and see what their peers are saying. Our goal is to get this hashtag trending on Twitter, for worldwide publicity of

the t-shirt, the promotion and the television show.

4. Bloomingdale’s Website: Bloomingdale’s will create a page for FEED, promoting the new line of clothing, special

events, contests and daily blog posts. Customers can go on to www.bloomingdales.com/feed to browse and get more

information about the company. There will be a look book of the “Fashion FEEDs” collection, with models head to toe

in the fashion. Each item will be tagged with the number of meals they donate, showing customers that they can easily

do good by looking good.

C. Display

1. Interior: FEED’s display will be centrally located on Bloomingdale’s 6th floor, which houses the women’s

contemporary section; this location offers optimal exposure to Bloomingdale’s shoppers and our target market of

woman aged 14-30. A large banner promoting the display and promotional plan will be hung from Bloomingdale’s

main entrance, where it will be seen by over 10,000 people daily. Bloomingdale’s visual merchandising department will

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work with Lauren Bush to design a display that bridges a connection between fashion and combating world hunger.

While it will be simplistic, and composed of raw materials such of burlap and canvas, to resemble the iconic food bags

used by the WFP, we will incorporate bright colors and ethnic décor to draw customers in. The “Fashion FEEDs” line

will be showcased in the front of the display, along with the exclusive “FEED NYC” shirt and “Medium Canvas Bag.”

a. “How it Works” Tag: To establish unique brand equity and an easy shopping experience, a “How it Works” tag will

be hung from the ceiling explaining FEED’s mission and how fashion accomplishes it. In five brief bullet points,

customers will learn how purchasing a FEED item can instantly change a life.

b. Hanging Plates: The centerpiece of FEED’s display will be the hanging plates that will cover the wall behind the

register. The plates will be designed with hand written letters and images of the children FEED helps feed, as well

as statistics of how hunger is affecting the world. Not only will this strike a cord in all shoppers, but it also clearly

depicts our vision and the true meaning behind the brand.

c. Donation Monitor: To achieve our objective of feeding 1 million children and showing customers the direct impact

they have on someone’s life, a donation monitor will be placed in front of the FEED display showing the number of

children fed from the “Fashion FEED’s” line alone. This will motivate customers to make purchases and a

difference in someone’s life during the holiday season.

D. Publicity

1. Bloomingdale’s Monthly Press Release: Bloomingdale’s Inc. issues a monthly press release about upcoming news

and events to various media outlets. The November 2014 press release will highlight the “Fashion FEEDs” campaign,

clothing line and events.

2. Bloomingdale’s Annual Window Unveiling: The window unveiling is one of the most highly anticipated holiday

events in New York City and will gain coverage on all major news and media outlets. This is sure to generate publicity

for the fashion show and Fashion FEEDs collection.

3. Medium Canvas Bag: Bloomingdale’s is known for its iconic “little brown bag.” Because of their

partnership with Bloomingdale’s, FEED will create an exclusive “Medium Canvas Bag” that donates

backpacks to health community workers through Millennium Villages. On the back, the bag will say

“FEED at Bloomingdale’s,” which will generate publicity for the collaboration by those who wear it.

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E. Other In-Store Activities

1. Donate Your Threads: Throughout the promotion, customers will be encouraged to donate clothes for 15% off their

final purchase. Clothing can be donated in the FEED bins found by the displays and will be donated to the WFP who

will distribute them in impoverished countries.

2. Staff Training and Presentation: To promote the products, selected sales associates working the FEED display will

wear products from the Fashion FEEDs line. Not only will they be dressed for the job, but the sales staff will also be

trained to approach customers and answer all questions about the company, products and upcoming events. Store

supervisors and managers will check in routinely and hold staff meetings once a week. Proper employee training and

presentation will create the right image for the brand and have customers better understand FEED, which will result in

customer loyalty and an increase in customer base.

V. Responsibility Sheet

Responsible Party Duties and Responsibilities Frequency and Verification FEED Headquarters Works with Bloomingdale’s to plan, organize, budget and

implement promotional plan. Collaborate on the design of Bloomingdale’s store display, the Fashion FEEDs line, and all promotional flyers and advertisements. Update social media with upcoming events. Coordinate Project Runway episode and production of FEED NYC shirt. Determine winner of the Expedition Packing List. Organize donations with WFP and UNICEF.

-Before Promotion: all planning, organizing and budgeting -Daily: update social media -Weekly: read reports from site managers, analyze weekly sales updates and market research

Bloomingdale’s Regional Headquarters Merchandise Manager Marketing Department Visual Merchandising

Works with FEED Projects to plan, organize, budget and implement promotional plan. Merchandising Manager will communicate regularly with the Midtown store managers for inventory reports and net sales. The Marketing Department will be in charge of all forms of advertising (magazine ad, social media, taxi ads, website). Visual Merchandising will work with FEED to design store display. Will organize and host annual window unveiling event. Pick winner of school food drive.

-Before Promotion: all planning, organizing and budgeting -Daily: update social media -Weekly: read reports from site managers, evaluate employee feedback, analyze weekly sales updates and market research

Store Managers Bridge between headquarters and store. Oversees and administrates planning and implementation of all events. Revise Stock Clerk’s reports, monitor and write trend report, meet with floor supervisors for employee evaluations and event planning.

-Before Promotion: order new FEED products -Weekly: review Stock Clerk’s reports, monitor and write trend reports, meet with supervisors -Verification: products registered in corporate system, weekly reports

Floor Supervisors Responsible for monitoring the floor and its organization. Present and active at all events. Prepare employee briefings and evaluations, oversee customer interactions, and prepare inventory reports, receive shipments, create and distribute weekly schedules, host staff meetings.

-Daily: oversee all events, monitor customer satisfaction and sales -Weekly: employee reports and evaluations, prepares inventory reports, staff meetings -Verification: meetings with managers

Sales Floor Staff Maintain organization and cleanliness of the floor. Assist customers, ring up sales and wear FEED products. Attend all staff meetings and carry out all promotional events.

-Daily: perform during operating hours of Bloomingdale’s -Weekly: attend staff meetings and complete briefings -Verification: daily check-ins and weekly staff meetings with floor supervisors

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VI. Budget

The “Fashion FEEDs” promotional plan will require an investment of approximately $62,084. The Fashion FEEDs

clothing line is expected to generate adequate profits that will cover the total investment for implementing the promotional

plan.

Projected Costs Item/Event Reasons for Budgeting Quantity Price Projected Costs FEED Fashion Show at Window Unveiling Models, Hair, Makeup

Bloomingdale’s will hire models and book hair and makeup before the event to prepare for the fashion show. This will offer exposure and publicity for the collaboration and new line.

12 Models $500 each $6,000

Project Runway FEED NYC Shirt

Costs $12 to produce and $24 to donate meals. Will be sold for $60 a piece, making a 40% profit.

500 Shirts $36 each $18,000

Meet and Greet Backdrop, Photographer

FEED will design and order a backdrop that will be used for fan pictures with Lauren Bush. Bloomingdale’s will book a photographer and post pictures on their website and on social media outlets.

1 Backdrop 1 Photographer

$200 $600

$800

FEED the World Passports, Stamps

FEED will design and order passport cards and stamps for customers and sales staff to use during this event.

2,500 Passports 6 Stamps

$.75 each $1.50 each

$1,884

Bloomingdale’s Magazine Photo Shoot

Bloomingdale’s will organize a photo shoot show casing the Fashion FEEDs line in their seasonal B Magazine.

1 Photo Shoot $6,000 $6,000

Taxi Advertisements Creation, Implementation

NYC taxi ads will attract potential customers in the densely populated Midtown shopping area during the four-week promotional period.

20 Cabs $600 each $12,000

FEED Display “How it Works” Tags, Hanging Plates, Donation Monitor, Other Materials

FEED and Bloomingdale’s will work together to design an interactive display that showcases the new line and promotes FEED’s mission. This will attract customers and establish brand equity.

1 Tag 40 Plates 1 Monitor Other

$150 each $30 each $650 $2,000

$4,000

In-Store Promotion Entrance Banner

Bloomingdale’s will design a banner that will hang inside the store’s entrance. This will promote the Fashion FEEDs line and attract customers to the display.

1 Banner $400 $400

Medium Canvas Bag Costs $6 to produce and $20 to donate. Will be sold for $45 a piece, making a 42% profit.

500 bags $26 each $13,000

Total Investment

$62,084

VII. Statement of Benefits to the Retail Establishment

The “Fashion FEEDs” Promotional Plan is guaranteed to achieve its primary goal: increasing sales. With a

combination of direct sales efforts, opportunities to engage and interact with customers, and innovative marketing methods

through an exclusive partnership with Bloomingdale’s and the new Fashion FEEDs collection, the store and brand will

return to the spotlight of the fashion world and fulfill the plan’s main objectives which include establishing unique brand

equity, appealing to new customers, increasing customer loyalty and feeding more children than ever before.

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Using Bloomingdale’s Midtown location as the centerpiece for this campaign, the Fashion FEEDs line will

optimize its exposure between the thousands of locals and tourists who visit the location daily, the fashion show at

Bloomingdale’s Annual Window Unveiling, and the publicity this location generates during the holiday shopping season.

FEED’s base of loyal customers and dedicated supporters is guaranteed to increase with the various opportunities

this plan offers for staff to engage with customers and create a connection between the fashion and FEED’s mission.

Project Runway’s FEED NYC shirt will instantly do this, as it will bring New Yorkers together to support a cause close to

home. Furthermore, the Gift2 event will highlight FEED’s unique selling proposition and showcase the season’s fashion,

while FEED the World will promote FEED’s relief brand, and encourage shoppers to feed children around the globe for

exclusive giveaways. The meet and greet with FEED founder Lauren Bush also offers the unique opportunity for followers

to connect with the leader of this movement, forming an invaluable bond. The Midtown store’s interactive FEED display

will also help accomplish this by bridging high fashion and world hunger with décor that resembles the tribal and ethnic

design of the countries FEED influences and will show shoppers how they can do good by looking good.

An advertising campaign will be placed to gain exposure for the brand nationally and locally. A spread in

Bloomingdale’s B Magazine, a FEED page on Bloomingdale’s website and an episode of Project Runway featuring the

brand will result in widespread recognition, while social media efforts, taxi advertisements and a local school food drive

will target customers in the tri-state area, allowing us to appeal to both new and old markets.

FEED is a corporation that will expand to further the humanitarian pursuit of feeding the world and creating a

brighter future for all. FEED fashion goes beyond the latest trend—each piece has its own story, and its own impact. FEED

fashion has the power to change a life and gives shoppers that invaluable feeling that they truly are making a difference.

The direct impact of the “Fashion FEEDs” investment can been seen in the smiles of little children and fashionistas

everywhere, as they unite in their pursuit to create a better world.

VIII. Bibliography

! http://www.backdropoutlet.com ! http://www.blog.photoshelter.com/2013/02/the-3-most-common-types-of-conracts-in-magazine-photography/ ! http://www.bloomingdales.com ! http://www.feedprojects.com ! http://www.foodbanknyc.org ! http://www.modelmayhem.com/casting/search_casting ! http://www.nymag.com/nymetro/news/people/columns/intelligencer/15156/ ! http://www.thefeedfoundation.org ! http://www.zazzle.com/passport+invitations