jazlyn mangis portfolio
DESCRIPTION
ÂTRANSCRIPT
Table of Contents
Pg. 3… Resume
Pg. 5… Marketing Plan
Pg. 20… Promotional Marketing Plan
Pg. 26… Public Relations Plan
Pg. 35… Advertising Plan
Pg. 49… Event Production Plan
Pg. 77… Merchandising Plan 2
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Jazlyn Mangis EXPERIENCE ULTA Beauty – Chicago, IL September 2014 – Present Merchandise and Service Coordinator
• Assist with the promotion of company sales and brand initiatives to meet or exceed goals
• Coach associates to complete tasks and achieve goals • Supervise sales floor and drive retail and salon performance by addressing
guest concerns • Lead load processing to deliver productivity goals • In absence of General Manager, execute store management responsibilities
Lead Cashier, Chicago, IL February 2014 – September 2014
• Contributed to the store’s overall sales, conversion goals, and met individual goals
• Courteously handled sales, refunds, and exchanges • Executed operation tasks as directed • Trained new associates
Chicago Bears Pro Shop – Chicago, IL August 2013 – October 2014 Sales Associate
• Assisted customers in purchasing merchandise • Received payments and reconciled them with total sales • Prepared deposits and closed the till
The Merchandise Mart – Chicago, IL September 2013 – January 2014 Dresser
• Worked with designers and models to execute successful fashion shows • Organized garments
Gap – Chicago, IL August 2013 – February 2014 Sales Associate
• Assisted customers • Processed POS transactions • Merchandised garments
ULTA Beauty – East Peoria, IL February 2013 – August 2013 Lead Cashier
• Contributed to the store’s overall sales, conversion goals, and met individual goals
• Courteously handled sales, refunds, and exchanges • Executed operation tasks as directed • Trained new associates
Walt Disney World – Orlando, FL August 2012 – January 2013 EPCOT Merchandise Cast Member
• Assisted WDW visitors • Processed POS transactions
• Stocked stocks !
! (309) 696-1903
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Columbia College Chicago Bachelor of Arts Fashion Business Minor in Marketing Expected June 2015
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Promotional Marketing Entertainment Marketing Public Relations Advertising Writing For Managers Fashion Business Merchandising: Concept to Consumer Entrepreneurship Fashion Show Production Fashion Product Evaluation Fashion Design Principles !
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Disney College Program Advanced Studies in Hospitality Management ‘13
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Microsoft Office Suite Research Communication Social Media Marketing Time Management Leadership Decision Making
ULTA!Beauty!Marketing!Plan!Mangis!
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Table!of!Contents!
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Company!Description…………………………………………………………………………Page!3!
Company!History……………………………………………………………………………….Page!3!
Company!Location!and!Employees……………………………………………………...Page!5!
Funding……………………………………………………………………………………………..Page!5!
Mission……………………………………………………………………………………………...Page!5!
Core!Values………………………………………………………………………………………..Page!5!
S.W.O.T.!Analysis………………………………………………………………………………..Page!6!
Industry!Analysis!and!Major!Competitors…………………………………………...Page!8!
Analysis!of!Target!Market…………………………………………………………………..Page!8!
Marketing!Objectives………………………………………………………………………….Page!8!
Marketing!Strategies…………………………………………………………………………..Page!9!
Implementation!Timetable…………………………………………………………………Page!11!
Evaluation!Criteria……………………………………………………………………………..Page!12!
Conclusion…………………………………………………………………………………………Page!12!
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ULTA!Beauty!Marketing!Plan!
Mangis!3!
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Company!Description!
! Ulta!Cosmetics,!Fragrance,!and!Salon!Incorporation!is!a!national!beauty!
retailer,!which!specializes!in!the!sale!of!prestige,!mass,!and!salon!products!and!salon!
services.!Ulta!Beauty!retail!stores!are!known!as!a!“oneVstop!shop”!for!all!beauty!
products.!They!pride!themselves!on!being!a!place!where!you!can!spend!the!day!and!
treat!yourself!to!all!your!beauty!needs.!The!products!they!sell!cater!to!both!sexes;!
with!the!main!emphasis!being!on!their!female!customers!as!twoVthirds!of!the!store’s!
merchandise!is!makeVup.!!
Company!History!
! Ulta!Inc.!opened!it!doors!on!January!9th,!1990!and!it!headquartered!in!
Bolingbrook,!Illinois.!Ulta!is!well!known!for!their!wide!product!selection!in!both!
budget!and!highVend!price!points.!They!carry!drugstore!brand!products!like!Revlon,!
Maybelline,!L’Oreal,!and!others!as!well!as!prestige!brands!like!Philosophy,!Benefit,!
Urban!Decay,!and!many!more.!Their!stores!offer!a!wide!variety!of!products!including!
cosmetics,!which!includes!products!for!the!face,!eyes,!cheeks,!lips,!and!nails;!hair!
care!products,!like!shampoos,!conditioners,!styling!products,!and!hair!accessories;!
hair!styling!tools,!which!includes!hair!dryers,!curling!irons,!flat!irons,!and!more;!
skincare!and!bath!and!body!for!the!face,!hands,!and!body;!and!fragrance!for!both!
men!and!women.!Ulta!stores!also!sell!candles,!home!fragrance!products,!beauty!
storage,!and!other!miscellaneous!beauty!and!health!products.!!
! Ulta!stores!differ!from!other!beauty!retailers!because!they!are!not!only!home!
to!their!own!private!label!of!Ulta!branded!products,!which!range!from!cosmetics!to!
skincare,!bath!and!body!products,!and!hair!care,!but!they!also!house!a!fullVservice!
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ULTA!Beauty!Marketing!Plan!Mangis!
4!
!salon!in!all!their!retail!stores.!Each!Ulta!store!has!an!approximately!950!square!foot!
salon,!with!eight!to!ten!stations,!which!features!a!concierge!desk,!skin!treatment!
room,!and!private!shampoo!and!hair!color!processing!areas.!Ulta!Inc.!has!partnered!
with!Redken!Hair!care!to!become!a!certified!Redken!Salon,!meaning!only!Redken!
hair!products!and!hair!dyes!are!used.!Services!offered!at!Ulta!Salon’s!include!
haircuts,!hair!coloring!and!permanent!texture.!!
! Along!with!their!partnership!with!Redken,!Ulta!also!has!partnered!with!
Dermalogica!skin!care!and!Benefit!Cosmetics!to!provide!guests!with!a!unique!salon!
experience.!Every!Ulta!has!a!Benefit!Brow!Bar,!which!is!staffed!with!a!licensed!Brow!
Arch!Expert!who!is!trained!to!find!every!client’s!specific!brow!shape;!they!also!
preform!facial!waxing!and!eyelash!applications.!Just!like!with!the!Benefit!Brow!Bar,!
every!Ulta!is!also!home!to!a!Dermalogica!Skincare!pod.!!Ulta’s!skincare!pod!offers!20!
minute!targeted!skin!treatments!along!with!60!minute!deep!cleansing!and!
moisturizing!skin!treatments!all!using!professional!grade!Dermalogica!products.!!!
! The!Ultimate!Rewards!program!is!another!way!Ulta!brings!in!customers.!
Their!reward!program!is!a!free!program!that!gives!back!thanks!to!their!loyal!
customers.!For!every!dollar!a!cardholder!spends!they!earn!a!point!and!as!those!
points!add!up!cardholders!can!redeem!points!for!money!off!their!purchases.!Every!
hundred!points!is!a!threeVdollar!value.!Ulta!also!offer!special!birthday!incentives!for!
cardholders.!During!the!cardholder’s!birthday!month!they!receive!double!points!on!
all!their!purchases!along!with!a!free!full!size!Calvin!Klein!mascara!and!a!ten!dollar!
off!coupon.!!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!Company!Location!and!Employees!
! Ulta!Beauty!current!headquarters!are!in!Bolingbrook,!Illinois!in!the!United!
States.!They!just!opened!their!700th!store!in!the!United!States.!Ulta!Beauty’s!C.E.O.!
Mary!Dillon!recently!stated!that!by!the!time!they!open!their!800th!store!in!the!U.S.!
they!hope!to!start!opening!stores!overseas.!Ulta!currently!employs!around!19,600!
people.!Positions!vary!from!corporate,!distribution,!sales,!salon!associates,!and!
estheticians.!!
Funding!
! Private!investors!fund!Ulta!Beauty!Incorporation.!!
Mission!
! We!focus!on!providing!affordable!indulgence!to!our!customers!by!combining!
the!product!breadth,!value!and!convenience!of!a!beauty!superstore!with!the!
distinctive!environment!and!experience!of!a!specialty!retailer.!
Core!Values!
V Give!WOW!Experiences!
V Win!Together!
V Improve!Always!
V Do!What’s!Right!
V Love!What!You!Do,!Own!What!You!Do!
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SWOT!Analysis!
V Strengths!!
1. Supply!chain!keeps!Ulta!stores!stocked.!!
! V!Distribution!centers!in!Bolingbrook,!IL!and!Phoenix,!AZ!keep!the!stores!fully!
! stocked!with!products.!!
2.!Unique!variety!of!products!at!Ulta!stores.!
! V!Ulta!sells!every!beauty!product!and!tool,!from!cosmetics!to!pro!hair!tools!
and!professional!hair!care,!in!prices!ranging!from!drugstore!to!highVend.!!
3.!Customers!are!loyal!to!Ulta!stores.!!
! V!Ultimate!Rewards!Program!keeps!customers!loyal!to!Ulta!by!offering!money!
off!purchases!along!with!free!deluxe!samples!for!new!products.!!
!
V Weaknesses!
1.!Social!Media!accounts!lack!creativity.!
! V!!Ulta!currently!only!uses!their!social!media!pages!to!advertise!the!products!
they!sell.!!
2.!Lack!of!brand!recognition.!!
! V!Ulta!only!advertises!their!personal!brand!of!products!to!the!public!through!
their!social!media!pages.!!
3.!High!staff!turnover.!
! V!Current!revenue!per!employee!is!$159,090!and!the!average!
! revenue/employee!for!a!specialty!retailer!is!$243,950.!!
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ULTA!Beauty!Marketing!Plan!
Mangis!7!
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V Opportunities!
1.!New!advertising!for!Ulta!Inc.!
! V!Start!publicly!advertising!Ulta!in!magazines,!on!billboards,!at!public!events,!
and!through!television!and!radio!commercials.!!
2.!Could!introduce!new!products!and!services.!
! V!New!perks!for!rewards!members!and!add!new!services!to!Ulta!Salons!like!
! pedicures.!!
3.!Expand!stores!across!North!America.!
! V!Open!new!Ulta!stores!in!Mexico!and!Canada.!!
!
V Threats!!
1.!Natural!products!trend.!!
! V!People!are!tending!to!buy!natural!beauty!products,!like!lush!and!origins,!
because!they!feel!natural!products!are!better!for!their!health!because!of!the!lack!
of!chemicals!in!the!products.!!
2.!High!competition.!!
! V!Sephora!and!Macys!are!Ulta’s!biggest!competitors!because!they!sell!the!
! same!brands!and!offer!special!gifts!with!purchase.!!!
3.!Shrinking!stock.!
! V!Ulta’s!stock!had!sunk!29.3%,!because!it!came!up!short!on!its!earnings,!since!
their!previous!CEO,!Chuck!Rubin,!left!the!company,!making!Ulta!no!longer!the!
must!have!investment.!!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!Industry!Analysis!&!Major!Competitors!
! Ulta’s!major!competitor!is!Sephora,!as!well!as!Department!stores!like!Macy’s!
and!Nordstrom.!Sephora!is!the!main!competitor!because!they!are!exclusively!a!
beauty!retailer,!like!Ulta,!and!carry!many!of!the!same!brands!as!Ulta!does.!Sephora!
also!has!a!loyalty!program!for!their!customers!that!offer!perks!for!high!spenders.!
Macy’s!and!Nordstrom’s!are!competitors!of!Ulta!because!they!sell!some!of!the!same!
brands!that!Ulta!carries!but!they!offer!free!gift!sets!and!samples!that!Ulta!does!not.!!
Analysis!of!Target!Market!
! Ulta!Beauty’s!target!market!is!15V35!yearVold!workingwomen!in!today’s!
modern!world.!They!are!women!who!work!hard!to!support!themselves!and!make!
their!own!money!without!the!help!of!a!significant!other.!Women!who!shop!Ulta!are!
women!who!like!choices!and!deals,!whether!it!is!drugstore!or!prestige!quality!
products.!Our!target!audience!is!also!women!who!are!trendy!and!keep!an!eye!on!the!
latest!trends.!!
Marketing!Objectives!
V Expand!our!brand!awareness!nationwide!by!showing!our!target!audience!of!
modern!women!ages!15V35,!the!benefits!of!being!an!Ulta!rewards!member.!
V Open!more!Ulta!Beauty!stores!nationwide!and!overseas.!!
V Offer!new!promotions!and!gifts!with!purchase!on!highVend!products.!
V Expand!our!Men’s!Shop!product!range.!
V Introduce!a!children’s!health/beauty!care!line!in!our!stores.!!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!Marketing!Strategies!
Price&Strategy&
Coupon&Negotiations&
! Since!the!manufacturers!of!the!products!Ulta!sells!set!the!prices!for!said!
products,!Ulta!cannot!offer!the!products!at!a!lower!price.!However!Ulta!is!going!to!
negotiate!with!manufacturers!to!allow!Ulta!coupon!usage!towards!the!products.!!!
!
Product&Strategy&
Free&Samples&&
! Ulta!Beauty!sells!a!wideVvariety!of!products,!some!of!which!the!customer!
doesn’t!know!exist.!Therefore!Ulta!will!offer!either!a!choice!of!skincare!or!fragrance!
samples!to!each!rewards!member!customer!purchase!over!$25.00.!This!way!Ulta!
shoppers!can!try!new!products!for!free!and!we!can!expand!our!brands!and!sales.!!
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Daily&Product&Focus&
& Everyday!Ulta!stores!will!have!a!brand!of!the!day,!to!be!the!sale!focus.!Our!
beauty!advisors!will!show!every!Ulta!shopper!the!brand!and!what!type!of!products!
they!offer.!This!along!with!the!free!sample!with!a!purchase,!we!can!expand!product!
knowledge!of!the!products!that!Ulta!sells.!!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!Promotion&Strategy&
Ultimate&Rewards&Program&
! Ulta!already!has!a!loyalty!program!in!place!for!the!shoppers.!However!we!
plan!to!offer!new!perks!to!bring!in!new!Ultimate!Rewards!Members.!We!plan!on!
offering!one!deluxe!sample!per!month!for!our!Platinum!Members,!who!are!our!
guests!that!earn!over!350!points!in!a!year.!These!deluxe!samples!will!be!new!
products!that!have!just!made!their!way!to!Ulta’s!shelves.!Members!will!receive!an!
email!with!a!coupon!code!for!their!free!deluxe!sample,!which!can!be,!redeem!at!their!
local!Ulta!Beauty!store.!!
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Social&Networking&&
! Ulta!is!currently!on!most!social!networking!websites!advertising!new!
products!and!offer!sweepstakes!for!followers.!We!plan!on!getting!more!involved!
through!social!media!outlets!with!our!customers.!We!will!do!this!by!bringing!in!
Marketing!and!Business!interns!from!local!universities!to!share!new!and!seasonal!
products!and!give!beauty!tips.!In!the!post!we!will!also!give!followers!a!$3.50!off!a!
$10.00!purchase!coupon!to!use!on!the!products!mentioned.!!
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Distribution&Strategy&
Ulta&International&
& With!the!700th!Ulta!stored!opened!and!25!more!to!open!in!2015,!Ulta!plans!to!
take!the!step!and!bring!Ulta!Beauty!to!Canada.!Within!the!next!3!to!5!years!Ulta!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!plans!on!laying!the!groundwork!for!this!new!venture,!by!meeting!with!investors!and!
Canadian!business!officials!to!make!this!expansion!happen.!!
Timetable!for!Implementation!
Starting!in!February!2015,!by!February!2015,!Ulta!Beauty!plans!on!putting!all!their!
new!ideas!into!action.!!
Month! Planned!Progress!
February! • Start!new!rewards!program!perks!
• Start!daily!product!focus!
March! • Negotiate!coupon!usage!with!manufactures!
April! • Launch!Spring!Break!social!media!promotion!!
May! • Meet!with!investors!
June! • SweatVproof!summer!makeVup!social!media!
promotion!
July! • 4th!of!July!social!media!promotion!
August! • Research!and!determine!best!city!to!open!first!
Canadian!store!
September! • Back!to!school!social!media!promotion!
October! • Halloween!social!media!promotion!
• Plan!for!inVstore!Holiday!promotions!
November! • Look!for!possible!retail!space!in!Toronto,!Canada!
December! • Christmas!social!media!promotion!
January! • End!of!period!–!determine!if!there!was!significant!
growth!in!sales!from!new!social!media!promotions!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!and!rewards!perks!
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Evaluation!Criteria!
Ulta!Beauty!will!use!the!following!to!determine!how!well!these!new!strategies!have!
worked!over!the!year:!
• Charting!how!many!Ulta!shoppers!are!Ulta!Rewards!Members!
• Using!analysis!tools!to!determine!how!new!customers!where!told!about!Ulta!
Beauty!(i.e.!if!through!current!rewards!members,!or!social!media)!
• How!many!promotion!codes!were!used!from!our!social!media!promotions!
• Determining!if!new!coupons!increased!customer!spending!
• Finalizing!plans!for!Ulta’s!move!to!Canada!
Conclusion!
! As!Ulta!Beauty!Incorporation!continues!to!grow!and!expand!their!main!
objective!is!to!get!modern!women,!ages!15!to!35,!into!Ulta!stores.!We!plan!on!doing!
this!by!reaching!these!women!through!modern!media!outlets.!We!want!to!get!our!
target!audience!involved!in!the!latest!trends!and!familiar!with!the!products!Ulta!
sells.!Some!examples!of!our!social!media!strategies!are!as!follows:!
! Example!Instagram!Post:!
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ULTA!Beauty!Marketing!Plan!
Mangis!13!
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SPRING!TREND!ALERT:!Dewy!pink!cheeks!!Show!us!how!you!are!going!to!rock!
dewy!pinks!cheeks!this!spring!using!your!favorite!Ulta!products.!Use!
#ultadewycheeksgiveaway!to!be!entered!to!win!a!goodie!bag!filled!with!our!
favorite!products!for!spring!!!
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Example!Facebook!Post:!
Our!marketing!intern,!Jenna,!is!rocking!Benefit’s!High!Beam!today!!Jenna!likes!
to!wear!High!Beam!on!her!check!bones!and!underneath!her!brow!bones.!She!
uses!her!finger!to!blend!them!in,!which!gives!her!a!natural!youthful!glow.!!
!
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ULTA!Beauty!Marketing!Plan!Mangis!
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!Sources!
! Sweeney,!Brigid.!"The!Threat!That!Could!Really!Hurt!Ulta."!Crain's&Chicago&
Business.!Crain!Communications,!8!Apr.!2013.!Web.!07!May!2014!
! "Ulta.com!V!Cosmetics,!Fragrance,!Salon!and!Beauty!Gifts."!ULTA.!N.p.,!n.d.!
Web.!07!May!2014.!
! "Ulta!Salon!Cosmetics!and!Fragrance!Inc!(ULTA.O)!Company!Profile!|!
Reuters.com."!Reuters.!Thomson!Reuters,!n.d.!Web.!07!May!2014.!
!
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ULTA%Cosmetics,%Fragrance,%and%Salon%Incorporation!are!a!national!beauty!retailer,!which!specializes!in!the!sale!of!prestige,!mass,!and!salon!products!and!salon!services.!!!Re:launch%ULTA%Beauty’s%house%brand%of%cosmetics%with%new%packaging%and%new%products%at%ULTA’s%Roosevelt%Collection%location%in%the%South%Loop%of%Chicago.%
• ULTA!cosmetics!are!high!quality!beauty!products!for!a!low!price.!• Sell!well!when!they!are!featured!in!the!ULTA!sale!advertisement!in!local!newspapers!• Lack!eyeKcatching!packaging!and!trendy!displays!to!draw!consumer!in.!• Shoppers!are!not!aware!of!ULTAKbrand!cosmetics!in!the!marketplace.!Through!
experimentation!we!found!on!average!1:5!shoppers!know!about!ULTAKbrand!cosmetics.!!
!Now%&%Ongoing:!design!new!packaging!and!displays!A.S.A.P.%&%Ongoing:!Start!production!on!new!packaging!and!displays!March%2015%&%Ongoing:!get!newly!packaged!products!to!stores!&!set!up!new!! displays!in!store!March%8th,%2015:%Launch!new!products!promotions!April%12th,%2015:%calculate!success!of!new!products!through!POS!system!and!discuss!! advancing!to!other!ULTA!stores.!!!Budget%
• 5%!increase!in!the!original!budget!for!ULTA!brand!packaging.%!Marketing%Strategy%
• Reach!the!switcher!consumer!along!with!new!users.!• Promote!new!packaging!through!the!use!of!our!ultimate!reward!members,!in!the!
Chicagoland!area,!via!emails,!mail,!and!newspaper!flyers.!!!Re:launch%Promotions%
• Coupon!given!with!$15!ULTA!brand!cosmetics!purchase,!valid!for!$5!off!their!next!ULTA!brand!cosmetics!purchase.!!
• Free!beauty!sessions!including!tips!and!tricks!featuring!ULTA!cosmetics%!!!
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! As!an!ULTA!Beauty!employee!of!2!years!I!know!from!firstKhand!experiences!
that!consumers!are!not!aware!of!ULTAKbranded!cosmetics.!Guests!are!away!coming!
in!asking!for!Sephora!cosmetics.!We!have!to!then!explain!to!them!that!Sephora!
cosmetics!are!a!house!brand,!which!is!sold!only!at!Sephora.!We!then!share!with!
them!that!we!do!have!our!own!house!brand!of!cosmetics!and!we!often!hear,!“oh!I!did!
not!know!that.”!!
! As!the!Merchandise!and!Service!Coordinator!for!the!ULTA!Beauty!store!at!the!
Roosevelt!Collection!I!am!in!charge!of!replenishing!the!store!with!new!merchandise.!
This!is!another!reason!how!I!am!aware!of!how!ULTAKbranded!cosmetic!sell!in!
comparison!to!other!brands!we!carry.!ULTAKbranded!cosmetics!have!the!same!onK
trend!products!and!range!of!colors!as!the!brands!that!sell!very!well!at!ULTA,!like!
Urban!Decay!and!Smashbox.!!
! However!ULTAKbrand!products!do!sell!well!when!featured!in!the!Sunday!
newspaper!insert.!These!advertisements!entice!consumers!to!come!into!ULTA!
stores!by!offering!them!a!free!8Kpiece!ULTA!cosmetics!gift!bag!with!a!$19.50!ULTA!
brand!purchase.!!!
! My!reasoning!behind!why!ULTAKbrand!cosmetics!do!not!sell!well!is!because!
of!their!current!lackluster!packaging!and!displays!pictured!below.!The!product!does!
not!grab!the!attention!of!the!consumers.!They!are!drawn!towards!products!that!
have!vibrant,!colorful,!and!unique!packaging.!!
23
!
! Therefore!if!we!increase!the!budget!for!ULTA!brand!packaging!5%!we!can!
update!the!packaging!and!displays!to!reflect!the!current!trends!in!packaging!in!the!
beauty!industry!pictured!below.!We!can!test!out!ULTAKbranded!cosmetics!new!
packaging!through!a!launch!at!the!Roosevelt!Collection!ULTA!in!the!South!Loop!of!
Chicago.!I!am!forecasting!if!we!send!2!units!of!20!of!each!of!the!newly!packaged!
ULTAKbranded!products!we!will!see!a!70%!increase!in!ULTA!brand!sales.!!
!
24
!
! We!must!utilize!ULTA’s!target!consumer,!which!is,!a!15K35!yearKold!
workingwomen!in!today’s!modern!world.!ULTA’s!target!audience!is!women!who!
work!hard!to!support!themselves!and!make!their!own!money!without!the!help!of!a!
significant!other.!Women!who!shop!ULTA!are!women!who!like!choices!and!deals,!
whether!it!is!drugstore!or!prestige!quality!products.!Our!target!audience!is!also!
women!who!are!trendy!and!keep!an!eye!on!the!latest!trends.!We!need!to!give!our!
target!audience!a!product!they!will!be!proud!to!show!off!to!their!friends.!Our!target!
consumers!want!high!quality,!trendy,!and!sophisticated!beauty!products!without!the!
high!price!tag.!By!revamping!ULTA’s!packaging!we!can!give!them!just!want!they!
want.!!
! We!can!reach!our!target!audience!to!tell!them!about!our!new!packaging!
through!various!media!outlets,!with!the!main!outlet!being!our!Ultimate!Rewards!
Card!holders.!When!guests!shop!at!ULTA!they!are!always!offered!a!chance!to!join!
our!free!rewards!program.!They!can!join!by!giving!us!their!home!address!and!email!
address.!This!way!we!can!send!them!exclusive!advertisements!detailing!ULTA’s!
25
current!promotions!and!new!products.!Through!the!use!of!ULTA’s!computer!system!
we!can!send!mailers!and!emails!about!our!repackaging!launch!to!rewards!card!
member!living!in!the!South!Loop!area.!!
! We!can!also!advertise!about!our!relaunch!through!inserts!in!Chicago!area!
newspapers.!These!inserts,!along!with!the!mailers!and!emails!sent!to!our!rewards!
cardholders,!will!have!a!coupon!for!a!free!newly!packaged!ULTAKbrand!lipstick!
which!they!can!pick!up!during!the!March!8th,!2015!the!first!day!of!the!launch.!This!
will!entice!consumers!to!come!into!the!South!Loop!ULTA!where!they!can!then!see!
the!new!displays!and!then!they!will!be!more!likely!will!purchase!an!item!or!two.!
During!the!launch!we!also!have!ULTA!Beauty!advisors!preforming!color!matches!
and!5Kminute!fresh!face!makeovers!using!ULTAKbrand!cosmetics.!!
! Another!strategy!to!keep!our!consumers!coming!back!is!with!a!$15!ULTA!
brand!cosmetics!purchased!during!the!South!Loop!launch!rewards!members!will!be!
given!a!$5!off!their!next!ULTA!brand!cosmetics!purchase.!This!offer!is!only!valid!for!
rewards!card!holders.!In!doing!this!we!are!planning!on!converting!80%!of!nonK
rewards!member!shoppers!during!the!launch!into!an!Ultimate!Rewards!Card!
Member.!!!
! On!April!12th,!2015!we!will!calculate!the!total!sales!of!ULTAKbrand!products,!
using!the!ULTA!POS!system,!to!see!if!the!new!packaging!affected!sales.!I!am!
predicting!this!new!promotion!will!increase!ULTA!brand!sales!up!to!70%.!!
!
ULTA!Beauty!PR!Plan!Mangis!
2!
!!
!
!
Table!of!Contents!
!
Background!Analysis…………………………………………………………………………Page!3!
!
S.W.O.T.!Analysis……………………………………………………………………………….Page!6!
!
PR!Plan……………………………………………………………………………………………..Page!8!
!
Press!Release…………………………………………………………………………………….Page!10!
!
Conclusion…………………………………………………………………………………………Page!12!
!
Sources……………………………………………………………………………………………..Page!14!
!
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28
ULTA!Beauty!PR!Plan!
Mangis!3!
!
Background!Analysis!
! Ulta!Cosmetics,!Fragrance,!and!Salon!Incorporation!is!a!national!beauty!
retailer,!which!specializes!in!the!sale!of!prestige,!mass,!and!salon!products!and!salon!
services.!Ulta!Beauty!retail!stores!are!known!as!a!“oneQstop!shop”!for!all!beauty!
products.!They!pride!themselves!on!being!a!place!where!you!can!spend!the!day!and!
treat!yourself!to!all!your!beauty!needs.!The!products!they!sell!cater!to!both!sexes;!
with!the!main!emphasis!being!on!their!female!customers!as!twoQthirds!of!the!store’s!
merchandise!is!makeQup.!!
! Ulta!Inc.!opened!it!doors!on!January!9th,!1990!and!it!headquartered!in!
Bolingbrook,!Illinois.!Ulta!is!well!known!for!their!wide!product!selection!in!both!
budget!and!highQend!price!points.!They!carry!drugstore!brand!products!like!Revlon,!
Maybelline,!L’Oreal,!and!others!as!well!as!prestige!brands!like!Philosophy,!Benefit,!
Urban!Decay,!and!many!more.!Their!stores!offer!a!wide!variety!of!products!including!
cosmetics,!which!includes!products!for!the!face,!eyes,!cheeks,!lips,!and!nails;!hair!
care!products,!like!shampoos,!conditioners,!styling!products,!and!hair!accessories;!
hair!styling!tools,!which!includes!hair!dryers,!curling!irons,!flat!irons,!and!more;!
skincare!and!bath!and!body!for!the!face,!hands,!and!body;!and!fragrance!for!both!
men!and!women.!Ulta!stores!also!sell!candles,!home!fragrance!products,!beauty!
storage,!and!other!miscellaneous!beauty!and!health!products.!!
! Ulta!stores!differ!from!other!beauty!retailers!because!they!are!not!only!home!
to!their!own!private!label!of!Ulta!branded!products,!which!range!from!cosmetics!to!
skincare,!bath!and!body!products,!and!hair!care,!but!they!also!house!a!fullQservice!
salon!in!all!their!retail!stores.!Each!Ulta!store!has!an!approximately!950!square!foot!
29
ULTA!Beauty!PR!Plan!Mangis!
4!
!salon,!with!eight!to!ten!stations,!which!features!a!concierge!desk,!skin!treatment!
room,!and!private!shampoo!and!hair!color!processing!areas.!Ulta!Inc.!has!partnered!
with!Redken!Hair!care!to!become!a!certified!Redken!Salon,!meaning!only!Redken!
hair!products!and!hair!dyes!are!used.!Services!offered!at!Ulta!Salon’s!include!
haircuts,!hair!coloring!and!permanent!texture.!!
! Along!with!their!partnership!with!Redken,!Ulta!also!has!partnered!with!
Dermalogica!skin!care!and!Benefit!Cosmetics!to!provide!guests!with!a!unique!salon!
experience.!Every!Ulta!has!a!Benefit!Brow!Bar,!which!is!staffed!with!a!licensed!Brow!
Arch!Expert!who!is!trained!to!find!every!client’s!specific!brow!shape;!they!also!
preform!facial!waxing!and!eyelash!applications.!Just!like!with!the!Benefit!Brow!Bar,!
every!Ulta!is!also!home!to!a!Dermalogica!Skincare!pod.!!Ulta’s!skincare!pod!offers!20!
minute!targeted!skin!treatments!along!with!60!minute!deep!cleansing!and!
moisturizing!skin!treatments!all!using!professional!grade!Dermalogica!products.!!
! Ulta!Inc.!has!a!very!different!advertising!strategy!than!other!beauty!retailers.!
One!will!never!see!or!hear!a!television!and!radio!advertisement!for!Ulta!Beauty.!
Instead!Ulta!gets!their!message!to!the!public!through!flyers!in!local!newspapers!and!
well!as!through!their!partnerships!with!prestige!brands.!In!magazine!such!as!
Glamour!and!Allure!the!public!will!see!a!subtle!“available!at!Ulta!Beauty”!logo!on!
advertisements!for!highQend!cosmetics!like!Benefit!Cosmetics!and!other!such!
brands.!!
! The!Ultimate!Rewards!program!is!another!way!Ulta!brings!in!customers.!
Their!reward!program!is!a!free!program!that!gives!back!thanks!to!their!loyal!
customers.!For!every!dollar!a!cardholder!spends!they!earn!a!point!and!as!those!
30
ULTA!Beauty!PR!Plan!Mangis!
5!
!points!add!up!cardholders!can!redeem!points!for!money!off!their!purchases.!Every!
hundred!points!is!a!threeQdollar!value.!Ulta!also!offer!special!birthday!incentives!for!
cardholders.!During!the!cardholder’s!birthday!month!they!receive!double!points!on!
all!their!purchases!along!with!a!free!full!size!Calvin!Klein!mascara!and!a!ten!dollar!
off!coupon.!!
! As!a!current!employee!of!Ulta!Beauty,!I!am!aware!of!some!public!relations!
aspects!behind!the!company.!!A!big!rule!for!Ulta!employees!goes!down!the!lines!of!
the!number!one!rule!of!Fight!Club:!you!don’t!talk!about!Fight!Club.!Ulta!asks!its!
employees!to!not!post!anything!online!about!the!company!as!well!as!to!not!talk!
openly!about!the!business.!They!do!however,!encourage!us!to!verbal!advertise!the!
latest!promotions!and!products.!Another!thing!I!found!when!doing!research!for!this!
background!analysis!is!that!there!is!hardly!any!company!history!information!listed!
online.!Although!I!am!not!surprised,!as!having!been!with!the!company!for!almost!a!
year,!Ulta!likes!to!keep!their!name!out!of!the!news,!which!I!cannot!decide!if!that’s!a!
good!or!bad!thing!for!business.!I!don’t!think!it!would!hurt!Ulta!Inc.!to!do!more!
advertisements!and!collaborations!to!get!their!name!out!there!like!Sephora!does.!!
! !
!
!
!
!
!
!
31
ULTA!Beauty!PR!Plan!Mangis!
6!
!SWOT!Analysis!
Q Strengths!!
1. Supply!chain!keeps!Ulta!stores!stocked.!!
! Q!Distribution!centers!in!Bolingbrook,!IL!and!Phoenix,!AZ!keep!the!stores!fully!
! stocked!with!products.!!
2.!Unique!variety!of!products!at!Ulta!stores.!
! Q!Ulta!sells!every!beauty!product!and!tool,!from!cosmetics!to!pro!hair!tools!
and!professional!hair!care,!in!prices!ranging!from!drugstore!to!highQend.!!
3.!Customers!are!loyal!to!Ulta!stores.!!
! Q!Ultimate!Rewards!Program!keeps!customers!loyal!to!Ulta!by!offering!money!
off!purchases!along!with!free!deluxe!samples!for!new!products.!!
!
Q Weaknesses!
1.!Social!Media!accounts!lack!creativity.!
! Q!!Ulta!currently!only!uses!their!social!media!pages!to!advertise!the!products!
they!sell.!!
2.!Lack!of!brand!recognition.!!
! Q!Ulta!only!advertises!their!personal!brand!of!products!to!the!public!through!
their!social!media!pages.!!
3.!High!staff!turnover.!
! Q!Current!revenue!per!employee!is!$159,090!and!the!average!
! revenue/employee!for!a!specialty!retailer!is!$243,950.!!
!
32
ULTA!Beauty!PR!Plan!Mangis!
7!
!Q Opportunities!
1.!New!advertising!for!Ulta!Inc.!
! Q!Start!publicly!advertising!Ulta!in!magazines,!on!billboards,!at!public!events,!
and!through!television!and!radio!commercials.!!
2.!Could!introduce!new!products!and!services.!
! Q!New!perks!for!rewards!members!and!add!new!services!to!Ulta!Salons!like!
! pedicures.!!
3.!Expand!stores!across!North!America.!
! Q!Open!new!Ulta!stores!in!Mexico!and!Canada.!!
!
Q Threats!!
1.!Natural!products!trend.!!
! Q!People!are!tending!to!buy!natural!beauty!products,!like!lush!and!origins,!
because!they!feel!natural!products!are!better!for!their!health!because!of!the!lack!
of!chemicals!in!the!products.!!
2.!High!competition.!!
! Q!Sephora!and!Macys!are!Ulta’s!biggest!competitors!because!they!sell!the!
! same!brands!and!offer!special!gifts!with!purchase.!!!
3.!Shrinking!stock.!
! Q!Ulta’s!stock!had!sunk!29.3%,!because!it!came!up!short!on!its!earnings,!since!
their!previous!CEO,!Chuck!Rubin,!left!the!company,!making!Ulta!no!longer!the!
must!have!investment.!!
!
33
ULTA!Beauty!PR!Plan!Mangis!
8!
!PR!Plan!
Target:!!
• 15Q35!yearQold!workingwomen!in!today’s!modern!world.!Ulta’s!target!
audience!is!women!who!work!hard!to!support!themselves!and!make!their!
own!money!without!the!help!of!a!significant!other.!Women!who!shop!Ulta!are!
women!who!like!choices!and!deals,!whether!it!is!drugstore!or!prestige!quality!
products.!Our!target!audience!is!also!women!who!are!trendy!and!keep!an!eye!
on!the!latest!trends.!!
Objective:!!
• Marketing:!“Expand!our!brand!awareness!nationwide!by!showing!our!target!
audience!of!modern!women!ages!15Q35,!the!benefits!of!being!an!Ulta!rewards!
member.”!
• PR:!“Get!modern,!working!women!into!Ulta!stores.”!
Strategy:!!
• “Team!up!with!trendy!publications!to!advertise!Ulta!products!and!benefits!to!
its!female!readers.”!!
Tactic:!!
• Create!a!partnership!with!People!Style!Watch!Magazine!for!provide!
advertisements!of!the!products!we!sell!and!offer!coupons!for!our!shoppers!
use.!People!Media!Magazines!is!one!of!the!biggest!media!publishers!in!the!
United!States!with!43!million!readers.!They!state!on!their!website!that!one!in!
three!women!are!People!Style!Watch!subscribers.!We!would!like!to!advertise!
Ulta!on!6!pages!in!every!monthly!People!Style!Watch!Magazine.!Along!with!
34
ULTA!Beauty!PR!Plan!Mangis!
9!
!the!advertisement!of!our!new!products!we!also!want!to!feature!a!$5!off!a!$10!
purchase!coupon!to!bring!new!customers!in!to!our!stores.!!
• !Partner!with!Red!Eye!Chicago!to!insert!a!beauty!tips!and!trends!page!in!one!
of!their!publications!weekly.!In!the!weekly!article!Ulta!ambassadors!can!
share!the!latest!beauty!trends!and!products!that!are!available!at!Ulta!stores.!
The!article!will!also!feature!a!“face!of!the!day”!makeup!tutorial!for!readers!to!
try.!Readers!can!then!post!on!Ulta’s!and!Red!Eye’s!social!media!pages!their!
rendition!of!the!“face!of!the!day”!using!the!hash!tag,!
#redeyechicagoultafaceoftheday.!!!!
Strategy:!!
• !“Share!Ulta!Beauty’s!products!and!services!with!women!working!for!a!cause!
and/or!charity.”!
Tactic:!!
• !Partner!with!women’s!organizations,!like!Susan!G.!Komen!Race!For!The!
Cure,!to!offer!a!beauty!station!with!free!makeup!lessons!and!games!for!
freebies!at!national!events.!Advertise!this!event!on!social!media!pages!and!
through!the!Susan!G.!Komen!Newsletter.!!
• !Partner!with!local!women’s!charities,!like!the!Chicago!Foundation!for!
Women,!to!have!local!Ulta!employees!volunteer!their!time!to!pamper!women!
in!trouble.!Raise!funds!for!local!charities!at!local!Ulta’s!by!asking!guests!to!
donate!their!change!and!then!tell!them!about!our!volunteer!events!and!how!
they!can!join!in.!!
!
35
ULTA!Beauty!PR!Plan!Mangis!
10!
!Press!Release!
!!CONTACT:!Jazlyn!Mangis!–[email protected]!!309Q696Q1903!!April!15TH,!2014!!FOR!IMMEDIATE!RELEASE!!
!BOBBI$BROWN$TO$ARRIVE$AT$ULTA$BEAUTY$
!ULTA%BEAUTY%TO%BRING%BOBBI%BROWN%COSMETICS%TO%SHELVES%STARTING%FALL%
2014%%
BOILINGBROOK!–!The!Estee!Lauder!Company!confirms!Bobbi!Brown!Cosmetics!are!going!to!be!sold!at!Ulta!Beauty!stores!nationwide.!Being!in!September!2014!Bobbi!Brown!face,!eye,!and!lip!products!with!will!available!to!Ulta!customers.!This!will!not!be!the!first!Estee!Lauder!Company!brand!to!be!sold!at!Ulta!Beauty!stores.!Ulta!currently!sells!Clinique!and!Smashbox!cosmetics,!as!well!as!various!other!fragrance!brands!under!the!Estee!Lauder!Company!like!Aramis,!Estee!Lauder,!Donna!Karen,!and!many!more.!!!Ulta!Beauty!and!Bobbi!Brown!are!celebrating!this!new!venture!by!launching!a!limited!edition!UltaQexclusive!makeQup!collection!by!Bobbi!Brown.!The!collection!will!feature!3!blushes,!2!eye!shadow!palettes,!and!5!lipsticks.!This!new!and!exclusive!collection!will!launch!September!13th,!2014.!The!new!collection!will!contain!warm!tones!for!the!fall!as!well!as!deep!lip!shades.!!!For!more!information!regarding!the!Ulta!Beauty/Bobbi!Brown!launch,!contact!Jazlyn!Mangis:[email protected]!or!call!309Q696Q1903.!!!The!Estee!Lauder!Companies!currently!houses!more!than!25!brands!in!over!150!countries.!For!60!years!now,!they!have!been!a!brandQbuilding!powerhouse!of!creativity!and!innovation.!The!Estee!Lauder!Companies!houses!business!clusters!in!highQend!prestige!and!makeup!artist!brands,!prestige!skincare,!fragrance!licensing,!and!salon!and!pharmacy!channels.!Their!major!brands!include!Estee!Lauder,!M.A.C.,!Bobbi!Brown,!Clinique,!Aveda,!Bumble!and!bumble,!along!with!many!others.!!
36
ULTA!Beauty!PR!Plan!Mangis!
11!
!!ULTA!Salon,!Cosmetics,!and!Fragrance,!Inc.!is!a!beauty!supply!store!chain,!which!is!headquartered!in!Bolingbrook,!Illinois.!Founded!in!1990,!Ulta!carries!a!variety!of!drugstore!and!prestige!cosmetic!and!skincare!brands,!along!with!men’s!and!women’s!fragrance,!and!professionally!licensed!hair!care!products.!!
!##!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!
37
ULTA!Beauty!PR!Plan!Mangis!
12!
!Conclusion!
! Ulta!Beauty’s!main!objective!is!to!get!modern!women,!ages!15!to!35,!into!Ulta!
stores.!We!plan!on!doing!this!by!reaching!these!women!through!modern!media!
outlets!and!publications.!We!want!to!get!our!target!audience!involved!in!the!latest!
trends!and!familiar!with!the!products!Ulta!sells.!We!also!know!that!the!modern!
woman!is!concerned!with!helping!a!great!cause,!which!is!why!we!want!to!partner!
with!women’s!charities!and!organizations!to!share!the!gift!of!beauty!with!everyone.!
Some!examples!of!our!social!media!strategies!are!as!follows:!
! Example!Instagram!Post:!
!
SPRING!TREND!ALERT:!Dewy!pink!cheeks!!Show!us!how!you!are!going!to!rock!
dewy!pinks!cheeks!this!spring!using!your!favorite!Ulta!products.!Use!
#ultadewycheeksgiveaway!to!be!entered!to!win!a!goodie!bag!filled!with!our!
favorite!products!for!spring!!!
Example!Twitter!Post:!
Ultimate!Beauties!come!visit!our!popQup!beauty!station!at!the!Susan!G.!Komen!
Race!For!The!Cure!this!Saturday!May!18th!2014!at!the!Metro!Centre!in!Peoria,!
Illinois.!We!will!be!there!9am!to!noon!performing!makeovers!on!Race!For!The!
Cure!participants!and!playing!games!to!support!the!cure!for!breast!cancer!!
#ultalovesraceforthecure!
38
ULTA!Beauty!PR!Plan!Mangis!
13!
!
! !
!
!
!
!
!
!
!
!
!
!
!
!
!
Example!Facebook!Post:!
Our!marketing!intern,!Jenna,!is!rocking!Benefit’s!High!Beam!today!!Jenna!likes!
to!wear!High!Beam!on!her!check!bones!and!underneath!her!brow!bones.!She!
uses!her!finger!to!blend!them!in,!which!gives!her!a!natural!youthful!glow.!!
!
39
ULTA!Beauty!PR!Plan!Mangis!
14!
!Sources!
! Sweeney,!Brigid.!"The!Threat!That!Could!Really!Hurt!Ulta."!Crain's%Chicago%
Business.!Crain!Communications,!8!Apr.!2013.!Web.!07!May!2014!
! "Ulta.com!Q!Cosmetics,!Fragrance,!Salon!and!Beauty!Gifts."!ULTA.!N.p.,!n.d.!
Web.!07!May!2014.!
! "Ulta!Salon!Cosmetics!and!Fragrance!Inc!(ULTA.O)!Company!Profile!|!
Reuters.com."!Reuters.!Thomson!Reuters,!n.d.!Web.!07!May!2014.!
!
!
!
!
!
!
!
!
!
!
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42
Introduction to Advertising
FA1454160002
Final Project
Andrew Bromir
Xiaoying Huang
Kyle Johnson
Leah MacCarthy
Jazlyn Mangis
Jake Patterson
43
Industry/ Company Overview
Amazon.com is an American ecommerce company, which seeks to offer the Earth’s
Biggest Selection of merchandise to consumers through their online store. The
company, based in Seattle, Washington, was founded in 1994 by Jeff Bezos and
launched on the World Wide Web in 1995. Amazon.com originally launched as Online
Bookstore before expanding to its product lines to VHSs, DVDs, music CDs, MP3s,
computer software, video games, electronics, apparel, furniture, food, toys, and much
more. In 1997 Amazon.com became the first Internet retailer to secure one million
customers. Since then Amazon has established separate websites in Canada, the
United Kingdom, Germany, Austria, France, China, and Japan.
The retail industry in the United States in which Amazon.com operates is very
competitive. The U.S. is the undisputed leader of the retail industry. An estimated
twothirds of the U.S. gross domestic product comes from retail consumption. Amazon
is currently ranked at number 16 in the 100 Largest U.S. Based list of the 2014 Top
Retail Companies. Fortunately for Amazon they are very hard to complete with,
compared to other retailers, because of their wide variety of products. Amazon is also
ranked high in the U.S. retail industry in terms of the latest retail industry trends which is
retail technology. Amazon continues to introduce new Amazonbranded electronics
which helps it stay the largest Internet based company in the United States.
Source:
http://www.fundinguniverse.com/companyhistories/amazoncominchistory/zonbrande
d
44
Amazon SWOT
Strengths:
Amazon is a very profitable organization. Sales had dropped from $76 million to $52 million within the three months before June, then went up to $1.75 billion after June in 2004. The drop was due to Amazon’s promotions to have reduced delivery costs offered to consumers. Amazon is very careful about paying attention to customer buyer behavior, allowing them to market and offer specific items or bundles to certain customers based on preferences that were demonstrated through their purchases or the items that they visited. Amazon is also a huge global brand. Recognized for two reasons. It was one of the original websites and has developed a huge customer base of around 30 million people over the last decade. Amazon was also an early exploiter of online technologies and for ecommerce. This made it one of the first retailers. One of it’s biggest successes was books but now Amazon has expanded its product categories to include electronics, toys and games, DIY and many more. Weaknesses:
Amazon is always adding new categories to its business, which risks damaging the brand. For example, Amazon is the number one retailer for books and ToysRUs is the number one retailer for toys and games. If ToysRUs began to sell books like Amazon then it would confuse the consumers and endanger the brands. Many of Amazons could prove too confusing for its consumers, such as automotive. It’s said that Amazon might want to reconsider its free shipping strategy. It makes consumers happy, but consumers could also go to a local store and pick up what they need without having to wait. However, offering this free shipping is costing Amazon almost $500 million a year, which could possibly erode their profits. Opportunities: Amazon is now aiming to provide tailored services to retailers as a technology service provider. The already have collaborations with British retailer Marks and Spencer, Target, ToysRUs, and the NBA to sell their products and services online.
45
Amazon is also starting to work with the public sector as well. Amazon works with the British Library in London. They allow customers to search for rare or antique books and the library’s catalogue of public works is also published on Amazon’s website giving people access to 2.5 million books online. Amazon moved to the Chinese market in 2004 buy buying China’s biggest online retailer Joyo for 75 million. Joyo now offers the same products as Amazon at discounted prices. Threats:
As a successful internet retailer, Amazon will always attract competition. Amazon sells similar products as high street retailers and other online businesses. It will be more difficult to differentiate its brand from its competitors. Amazon has it’s own brand and it also has a huge range of products but price competition could hurt the business. Amazon could also have international competitors. The rivals that can’t compete with Amazon here in the US might turn to going overseas to compete with them on foreign fronts. Joint ventures could see Amazon losing its top position in some markets. Most of Amazon’s products tend to be bought as gifts, especially around Christmas time. This shows that there is definitely an element of seasonality to business. Source: http://www.marketingteacher.com/amazonswot/
Competitive Review & Advantages
Amazon has a few major companies in the US that act as its main competitors: Ebay, Google, and WalMart. Ebay is Amazon’s biggest competitor when it comes to supplying products. In the past year Amazon has jumped into the ad selling market to compete with Google. And WalMart is basically a retail version of Amazon with its popularity and product capacity. Ebay and Google are the two ecommerce companies that have similar ads like Amazon. They each seem to have a smaller amount of active advertising. Most of the ads seen for these companies are online, and a few can be found in print mediums such as newspaper and magazines. Ebay and Amazon’s websites look very similar. They each have a section on their website to focus on different product categories, and the color scheme is almost the same. Both front pages are full of product images, including new products, clearance items, and special deals. Amazon’s popularity, reach, and professional service are its biggest advantages. The
46
company has expanded from just supplying products to consumers, to creating electronic products, entertainment streaming akin to Netflix, and now has jumped into selling ads to compete with Google. Additionally, a newer, more foreign competitor has entered the market under the name of Alibaba. Alibaba is a Chinese founded company, which went public in the US markets in May 2014, is a massive ecommerce site that operates on an “open marketplace” which connects suppliers with buyers and offers a multitude of buying capabilities. Its biggest advantage is that it has massive reach in the Chinese market, and growing in size in the U.S. markets as well. It does not sell anything directly and does not own any warehouses. As a result, Alibaba is vastly more profitable than Amazon, with margins of almost 40%.
Advertising Objectives
● Maintain Image ○ Measurable through steady sales and returning consumers.
● Convert every Amazon shopper into an Amazon Prime Shopper ○ Measurable through tracking online sales and Prime membership
signups. [Goal 2:6 shoppers become Amazon Prime Members] ● Emphasize unique range of products
○ Measurable through sales of product featured in Amazon advertising.
Target Audiences
● Ages 18 to 50 that are normal internet users ● Consumers willing to wait a couple of days for the product to ship ● Consumers with either a computer or a smartphone and money on a credit or a
debit card. ● These consumers often know what they want upon visiting the site and don’t
always compare their prices unlike Ebay users. ● Comfortable paying more for that product because of the safety and security that
Amazon provides.
50 1
Inno-events Presents:
Formula Style Chicago Fashion Show
Featuring Carven
December 11th, 2014
Alli Alvarez: Ambiance, Time & Action, Budget, Press Release, Mood & Model Boards
Kya Johnson: Charity & Invitation
Jazlyn Mangis: Concept, Target Audience, Venue, Marketing, Advertising, Staging,
Lighting, Seating, Grid, Run-of-Shows, & After Party
Chian Phillips: Models, Music, Hair, & Make-up
Ashlee Wright: Floorplan & Goodie Bags
51 2
Contents
Show Concept ………………………………………… Page 3
Charity ……………………………………………...….. Page 3
Target Audience ………………………………...…….. Page 4
Venue …………………………………………………... Page 4
Ambiance ……………………………………..……….. Page 6
Floorplan ……………………………………………..... Page 7
Staging, Lighting, & Seating ……………………….... Page 8
Storyline ……………………………………………….. Page 9
Marketing Plan & Media List ………….…………….. Page 10
Invitation …………………………………………….… Page 12
Advertising ……………………………………………. Page 13
Press Release ………………………………………... Page 14
Budget …………………………………………………. Page 15
Time and Action ………………………………………. Page 16
Models ……………………..………………………….. Page 17
Grid ….……………………………………………….... Page 18
Internal Run-of-Show ………………………………... Page 19
External Run-of-Show ……………………………..… Page 21
Music ………………………………………………….. Page 23
Hair and Make-Up ………………………………….... Page 24
Goodie Bags …………………………………………. Page 26
After Party ………………………………………...….. Page 27
52 3
Show Concept
Inno-events are bringing a 1960’s-era Japanese Formula One Grand Prix to modern
day Chicago with the help of the French Fashion House, Carven, to benefit the Until
There’s A Cure. Carven’s Spring 2015 Ready-to-wear line features mod silhouettes and
Japanese Edo period-style illustration prints. This fashion show will take place at the
Mercedes-Benz of Chicago Showroom on the third floor. The runway is designed to
resemble a race car track complete with a striped median and a black
and white checkered banks. We are going to display five Mercedes-
AMG GT’s, in black, white, silver, yellow, and red. With the help of
themed music and spectacular scenery,
guests with be enthralled in the Grand Prix
atmosphere.
Charity
Until There’s A Cure is a national organization dedicated to eradicating HIV/AIDs by
raising awareness and funds to combat this pandemic. Their mission is to fund
prevention education, care services and vaccine to increase public awareness of AIDs
while providing financial support for care and services for those living with the vaccine.
The charity uses a Bracelet as a tool that serves as a bridge to unite people to fight
HIV/AIDS, and to help increase consciousness, compassion, understanding, and
responsibility. It’s a dream of theirs that no one else will become infected with HIV, as
there dedicated on the behalf of HIV positive people, to educate everyone about the
virus and the overwhelming need for love and compassion in fighting this pandemic.
Until there’s A Cure is supported by many celebrities, athletes, artist, and fashion stylist
around the world. Their movement not only leaves a mark in the world but also is
leaving a mark of saving a person’s health and life.
53 4
Target Audience
● Female
● Age 28 to 45
● College educated
● Business Executive/Entrepreneur/Trophy Wife
● Resides in the Gold Coast area of Chicago
● Drives a Mercedes-Benz
● No children, just pets
● Enjoys traveling, watching luxury sports, and shopping
● Is well known at high-end theatres, restaurants, and nightclubs
Venue
Formula Style Chicago will be held at Chicago’s Newest State of the Art
Mercedes-Benz of Chicago Showroom at 1520 W. North Ave. The fashion show will
take place on the third floor, which is accessible by stairs and elevator. The third floor
features a large south-facing outdoor balcony and has both a male and a female four-
stall restroom.
The Mercedes-Benz Of Chicago Showroom, which is centrally located, has
vacant parking lot across the street from the main entrance. We will rent out this parking
lot for our guests. The parking lot features 80 parking spaces.
We chose this venue for our show because it is modern and clean. We were
attracted to the “wide-open” space that we found at the Mercedes-Benz Showroom. The
showroom features floor to ceiling windows covering three of the four walls. The paint
pallet of the showroom consists of white walls and pillars, and gray stained concrete
flooring. We thought of it as a blank canvas for us to mold to host our unique fashion
show. Following along with our Grand Prix theme, the showroom also provides an
automotive and industrial vibe, which helps to bring our show’s theme to life.
55 6
Ambiance
● General/VIP ○ Checkered Rug
■ -Allmodern.com
○ LED Swirl Highboys
■ -Totallymod.com
○ LED Dancing Martini Bar
■ -Totallymod.com
○ LED Swirl Bar
■ -Totallymod.com
○ LED Charging Locker
■ -Totallymod.com
○ Faux Leather Body Suit (Dancers-2)
■ -Amazon.com
○ Body Con Color Block Dress (Female Staff-5)
■ -Amazon.com
○ Leather Jacket (Male staff-2)
■ -Amazon.com
○ Modern Serving Tray
■ -Amazon.com
○ Standing Lantern
■ -Allmodern.com
○ Leather Ice Bucket
■ -Amazon.com
○ Photo Frames (For drink menus)
■ -Amazon.com
○ Green Screen
■ -Greenscreenwizard.com
● Green screen will
feature the
racetrack with
cars that have
been branded with sponsors and the Tokyo skyline in the
background.
○ Dry Ice
57 8
Staging, Lighting, & Seating
● Runway:
○ Black High Gloss Flooring lined with
Checkered Foam
■ Rented from Ultimate Rental
Services Inc. in Chicago
● Lighting:
○ ETC Source 4 ParBar
○ Tomcat Truss - Silver
■ Rented from AV Chicago Inc.
● Seating:
○ V.I.P. Lounge
■ Chic Acrylic Chairs
● Overstock.com
○ General
■ Bleachers
● Rented from Seating Solutions
58 9
Storyline
A race track romance has developed and hear is the story to be told. A man
is leaning against his car outside the racetrack and hears very loud sounds
from another car (like a car starting). He quickly turns his head into the
direction of the sound and sees the most beautiful women standing by her car
(head model). She takes a quick glance at him and then proceeds to walk.
The head model will begin the show from there.
After the finale (all models walk out one last time), the head model will be last
so that our male model and herself can walk out holding hands.
59 10
Marketing Plan
Overview
Inno-events are hosting a 2015 Formula Style Chicago Fashion Show,
featuring the fashion house Carven, at the Mercedes-Benz of Chicago
Showroom.
SWOT Analysis
Strengths Weaknesses
· Unique event in calendar
· Theme expresses luxury
· Stylish French garments
· Location is not in walking
distance to downtown hotels
· First fashion show for Inno-
events
· Chicagoans not familiar with
Carven
Opportunities Threats
· To grow into new markets and
invite in different age groups
· Expand knowledge of Smart
Girls Group
· Introduce Carven to Chicago
fashionistas
· Clashes with other events taking
place in the local area
· Unpredictable winter weather
· Transportation issues
62 13
Advertising
Social Media
- Inno-events Facebook, Instagram, Twitter
- Carven Facebook, Instagram, Twitter
- ULTA Beauty Facebook, Instagram, Twitter
- iCannye Artistry Facebook, Instagram, Twitter
- Mercedes-Benz of Chicago Facebook, Instagram, Twitter
Print Publications
- Print Ad in Michigan Avenue Magazine
- Print Ad in Red-Eye
Mercedes-Benz of Chicago
- Poster Ad in the Mercedes-Benz of Chicago Showroom lobby
ULTA Beauty
- Poster Ads in Chicagoland-area ULTA Beauty stores.
CTA
- Poster Ad in CTA bus stops along northern Michigan Avenue
64 15
Budget
GENERAL TICKETS (135) TOTAL COST $500 $75,000
VIP TICKETS (24) TOTAL INCOME
$550 $87,500
ROI $12,5000
66 17
Models
We chose the models shown because we wanted a variety of women. Meaning
different nationalities and silhouettes. The only thing that’s almost alike with our models
is the heights but our goal was to choose models with a unique look. We didn’t want
any of our models to look alike. We chose women with different lengths and colors of
hair so that when it is styled the same, it would still somehow look different.
67 18
Grid
ERIN 1 37
RHEA 2 21
MELODY 3 22
MERCEDES 4 23
TRACY 5 24
MARY PIERCE 6 25
NICOLENA 7 26
UJIN 8 27
MARCELA 9 28
SYDNEY 10 29
SAMANTHA 11 30
GRETA 12 31
AKILAH 13 32
SONIA 14 33
ROBIN 15 34
LIGA 16 35
KELLY 17 36
ELENA 18
SELENA 19
SHIYA 20
68 19
Internal Run-Of-Show
1. Erin - Noir Crepe Mousse Coat (Black/White Coat)
2. Rhea - Ecru Crepe Mousse Dress (White/Yellow Striped Dress)
3. Melody - Noir Crepe Mouse Polo Dress (Black/Snakeskin Polo Dress)
4. Mercedes - Snakeskin Print Sheath Dress & Ecru Cotton Canvas Coat
(Snakeskin Dress & Yellow/Canvas Coat)
5. Tracy - Snakeskin Print Bomber Jacket & Python Printed Leather Skirt
6. Mary Pierce - Snakeskin Print Sleeveless Dress
7. Nicolena - Printed Crepe De Chine Skirt & Printed Crepe De Chine Jacket
(Black/Yellow Printed Jacket & Skirt)
8. Uyin - Printed Lace Zip Front Sheath Dress in Ecru/Noir (Black/White Printed
Long Sleeve Dress)
9. Marcela - Black/White Printed Lace Short Sleeve Polo top & Cream Shorts
10. Sydney - Black/White/Yellow Printed Lace Sleeveless Dress
11. Samantha - White Leather Coat With Black Inset
12. Greta - Black/Yellow Mod Coat Dress
13. Akilah - Black/Python Polo Top & Black Shorts
14. Sonia - Black/White/Yellow Striped Jacket & Tricolor Dress in White/Black
15. Robin - Embroidered Dress & Black Leather Coat With Printed Snakeskin Inset
16. Liga - Black Embroidered Dress
17. Kelly - Python Printed Leather Coat
18. Elena - Japanese Landscape Polo Short Sleeve Top & Black Pants
19. Selena - Cream Pant & Japanese Printed Belted Jacket
20. Shiya - Printed Belted Dress
21. Rhea - Creme Printed Belted Coat
22. Melody - Japanese Landscape Printed Crepe Dress
23. Mercedes - Black Leather Jacket & Tricolor Zip Front Dress in Red
24. Tracy - Tricolor Top in Red/White/Black & Black Shorts
25. Mary Pierce - White Leather Jacket & White Leather Zip Front Skirt
26. Nicolena - White Coat with Printed Python Insert & Black Leather Shorts
27. Uyin - White Leather Sleeveless Dress
69 20
28. Marcela - Red Suede Shift Dress
29. Sydney - Printed Lace Zip Front Sheath Dress in Red/Blue
30. Samantha - Blue Suede Jacket & Blue Suede Skirt
31. Greta - Relief Print Sleeveless Dress
32. Akilah - Taupe Suede Coat
33. Sonia - Relief Print Long Sleeve Dress
34. Robin - Printed Red/Black Lace Long Sleeve Dress
35. Liga - Printed Lace Long Sleeve Dress In Red/Blue
36. Kelly - Printed Lace Long Sleeve Dress In Ecru/Noir
37. Erin - Printed Long Sleeve Dress With Color Block Lace Inset
70 21
External Run-Of-Show
1. Noir Crepe Mousse Coat
2. Ecru Crepe Mousse Dress
3. Noir Crepe Mouse Polo Dress
4. Snakeskin Print Sheath Dress & Ecru Cotton Canvas Coat
5. Snakeskin Print Bomber Jacket & Python Printed Leather Skirt
6. Snakeskin Print Sleeveless Dress
7. Printed Crepe De Chine Skirt & Printed Crepe De Chine Jacket
8. Printed Lace Zip Front Sheath Dress in Ecru/Noir
9. Printed Lace Cady Polo Top & Ecru Short
10. Printed Lace Sleeveless Dress
11. White Leather Coat With Black Inset
12. Noir Gaufre Mod Coat Dress
13. Noir Cady Polo Top & Noir Shorts
14. Noir Gaufre Jacket & Tricolor Cady Dress in Ecru/Noir
15. Blanc Gaufre Embroidered Dress & Black Leather Coat With Printed Snakeskin
Inset
16. Noir Gaufre Embroidered Dress
17. Python Printed Leather Coat
18. Noir Crepe Mousse Pant & Noir Printed Cady Polo Top
19. Ecru Crepe Mousse Pant & Noir Printed Crepe Sable Belted Jacket
20. Printed Crepe Sable Belted Dress
21. Ecru Printed Crepe Sable Belted Coat
22. Japanese Landscape Printed Crepe Dress
23. nOIR Leather Jacket & Tricolor Cady Zip Front Dress in Red
24. Tricolor Short Sleeve Top & Noir Shorts
25. White Leather Jacket & White Leather Zip Front Skirt
26. White Crepe Mousse Coat with Printed Python Insert & Noir Leather Shorts
27. White Leather Zip Front Sleeveless Dress
28. Red Suede Shift Dress
29. Printed Lace Zip Front Sheath Dress in Red/Blue
71 22
30. Blue Suede Jacket & Blue Suede Skirt
31. Relief Print Sleeveless Dress
32. Taupe Suede Coat
33. Relief Print Long Sleeve Dress
34. Printed Crepe De Chine Long Sleeve Dress
35. Printed Lace Long Sleeve Dress In Red/Blue
36. Printed Lace Long Sleeve Dress In Ecru/Noir
37. Printed Crepe De Chine Dress With Color Block Lace Inset
72 23
Music
This music was chosen because it reminds all of us of something we’ve seen before.
Meaning we have heard songs like these in racing movies, cartoons or maybe even
video games. There are 4 songs. One is by Rihanna and the other three are by the
5678’s. One song will be played for each section (4 sections).
73 24
Hair & Make-Up
Candace Edwards: ULTA Beauty, Master Stylist
Redken:
Power Grip 03
Hot Sets 22
Fashion Waves 07
CHI:
CHI G2 Ceramic & Titanium Hair Styling Iron
ULTA Cosmetics:
Double Duty Wet & Dry Pressed Powder
Foundation
Fabulous Face Concealer
Sculpting Palette in Muse
Brow Gel Crayon
Complete Eye Palette in Classical
Precision Liquid Eyeliner in Black
Plush Drama Volume Mascara in Jet Black
Weightless Lipstick in Coral Catch
74 25
Hair & Make-Up cont.
Hair: This hairstyle can be successful with any length of hair (from shoulder length to
long). First off, part the hair down the middle. When your done sectioning, you should
have two pigtails on the sides of your
head. Take one section and proceed
to take it medium and small sections
of hair. Curl it with the CHI G2
Ceramic and Titanium hair styling
iron. Change from small to medium
sections each time you curl . This will
help create the messy beach waves
look. After curling, let the hair cool
down and then run your fingers thru it so the curls won’t look so uniform. We chose this
look because we “biker chick” look. Messy but very classy at the same time.
Make-Up: Start off with a clean face. Then use the double duty wet and dry pressed
powder foundation and the fabulous face concealer. After that, use your palette to
create your basic brown eye. Use
your liquid eyeliner in black and he
plush drama volume mascara. Lastly,
add your lipstick to the lips. We chose
this look because it gives it a slight
flashback to the 1960’s era. We
believe that the simple makeup looks
great without taking the attention from
the collection.
75 26
Goodie Bags
Moisture and Shine Argan Oil………………………………………………………. $9.99
Twice as Nice Mascara…………………………………………………………..……..$12.00
Baked Eye Shadow……………………………………………………………….………$8.00
Matte Lipstick…………………………………………………………………….……..$8.00
Moisture-Intense Body Butter…………………………………………………..……..$9.50
Smooth and Protect Keratin Treatment Masque………………………………….$9.99
Limited Edition Mercedes Benz Keychain with mirror
76 27
After party
● Cocktail Reception in the venue after the show.
● DJ Yellow Claw will mixing beats from 7:30 to
9:30 pm.
● Fulton Market Kitchen will be catering Hors
D’Oeuvres
● Full Bar Menu available
● Special showings and demonstration of the new 2015 Mercedes-Benz AMG-GT
!!!!
!!
Jazlyn!Mangis!December!8th,!2014!FA14<27<3910<01!
Merchandising:!Concept!to!Consumer!!Final!!!!!!!!!!!!!!
78
! ! ! ! ! ! ! !
! ! ! ! ! !
! 2!
Table of Contents
!
Executive!Summary!of!Project!………………………………………………………………………….3!
Company!Mission!Statement!…………………………………………………………………………….4!
Company!Vision!Statement!………………………………………………………………………………4!
Social!Responsibility!Partnership!……………………………………………………………………..4!
Customer!Profile!…………………………………………………………………………………………..….5!
Customer!Narrative!………………………………………………………………………………………….6!
Inspiration!Images!……………………………………………………………………………………………7!
Brand!Extension!Rationale!………………………………………………………………………………..7!
Group!Overview!Flats!………………………………………………………………………………….……8!
Style!Numbers:!Assortment!Classification!Plan!………………………………………………….9!
Style!Numbers:!Assortment!–!Master!Page!………………………………………………………10!
Cost!Sheets!…………………………………………………………………………………………………..…11!
Line!Sheets!…………………………………………………………………………………………………..…21!
Brand!Identity!/!Selling!Appeal!/!Distinct!Characteristics!…………………………………25!
Retail!Partner!/!Distribution!Location!………………………………………………………….….26!
Production!Calendar!…………………………………………………………………………………….…27!
Purchase!Order!…………………………………………………………………………………….…………28!
Sale!Projection!by!Item!……………………………………………………………………………………29!
Sales!Projection!Master!Page!……………………………………………………………………...……30!
Floor!Plans!………………………………………………………………………………………………...……31!
Marketing!Plan!…………………………………………………………………………………….…….……32!
Marketing!Budget!&!Execution!Team!………………….………………………………………..….!34!
Press!Kit!
! Press!Release!………………………………….………………………….………………………..!35!
! Recent!Press!………………………………………………………………………………………...36!
! Line!Sheets!…………………………………………………………………………………………..37!
! Designer!Biography!………………………………………………………………………………41!
Bibliography!………………………………………………………………………………………..………….42
79
! ! ! ! ! ! ! !
! ! ! ! ! !
! 3!
Executive Summary of Project
!
The!concept!of!the!project!revolves!around!women!in!the!workplace!and!confidence.!I!have!found!a!way!to!give!them!an!added!sense!of!confidence!when!they!were!our!garments.!My!collection!allows!women!to!show!playful!and!edgy!sides!through!their!clothing.!What!they!feel!on!the!inside!can!now!be!shown!on!the!outside!through!my!garments.!The!Pop!Art!Prints!of!Oliver!Gal!inspired!me.!The!collection!reflects!the!color,!glamour,!and!extravagant!elements!for!the!Gal’s!prints.!Put!simply,!this!collection!is!whimsical!glamour!brought!to!the!modern!everyday!life!of!women.!!
!
!!!!!!
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! ! ! ! ! !
! 4!
Company Mission Statement
!
Rebecca!Minkoff’s!mission!is!to!provide!playful!and!subtly!edgy!designs!for!today’s!women!around!the!world.!Our!main!purpose!is!to!create!statement<making!handbags!and!apparel!that!will!give!women!an!added!boost!of!confidence!as!they!tackle!their!busy!lifestyles.!!
!Company Vision Statement
!Rebecca!Minkoff’s!vision!is!centered!on!women’s!confidence!and!their!style.!We!want!to!give!women!garments!and!accessories!that!will!help!them!succeed!in!the!workplace!and!conquer!whatever!adventures!they!encounter!along!the!way.!
Social Responsibility Partnership
!Women!and!girls!have!the!resources!and!opportunities!to!reach!their!full!potential!and!live!their!dreams.!Soroptimist!improves!the!lives!of!women!and!girls!through!programs!leading!to!social!and!economic!empowerment.!Soroptimist!International!of!the!Americas!is!committed!to!providing!sustainable!impact!on!the!lives!of!women!and!girls,!engage!members!and!supporters!with!the!value!of!the!SIA!mission,!recognize!efforts!to!improve!the!lives!of!women!and!girls,!and!financially!support!federation!programs!with!the!help!SIA!members!and!supporters.!!
!!
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! 5!
Customer Profile
Geographic!Segmentation:!< Region:!Northeast!< City!Size:!1,000,000+!< Population!Density:!Urban!< Climate:!4!Full!Seasons,!Mild!!
Demographic!Segmentation:!< Age:!25<35!< Gender:!Female!< Household!Size:!1!< Income:!to!$75,000!< Occupational:!Professional!< Education:!College!Graduate!
Sociocultural!Segmentation:!< Culture:!American!< Sub!Culture:!!< ! Religion:!Non<denominational!< ! National!Origin:!Irish<Italian!!< ! Race:!Caucasian!!< Social!Class:!Middle<Upper!Class!< Marital!Status:!Single!< Psychographics:!strivers!!
Effective!and!Cognitive!Segmentation:!< Degree!of!Knowledge:!Expert!< Benefits!sought:!Prestige!< Attitude:!Positive!!
Behavioral!Segmentation:!!< Brand!Loyalty:!Divided!< Store!Loyalty:!Divided!< Payment!Method:!Credit!card!< Media!Usage:!TV,!Internet
!
!
!
!
!
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! 6!
Customer Narrative
!
Target!Customer:!Penelope!Jones!
! Penelope!Jones,!age!27,!is!an!account!manager!at!an!advertising!firm!in!Chicago,!
Illinois!located!in!The!Loop.!Her!annual!income!is!$75,000.!Penelope!considers!herself!to!be!
very!trendy!and!keeps!up<to<date!with!the!latest!entertainment!news!and!popular!
designers.!Penelope!is!also!avid!shopaholic,!who!adds!her!wardrobe!weekly.!Penelope’s!
personal!style!is!classic!with!a!trendy,!vintage!flare.!She!wears!a!lot!of!neutral!colors!but!
accessorizes!with!a!pop!of!color.!Penelope!considers!herself!a!“foodie”!but!has!an!active!
fitness!plan,!which!includes!running!on!the!Lakeshore!trail.!
Which!is!located!near!her!one!bedroom!apartment!in!
Lincoln!Park!West.!Penelope!drives!a!2013!white!Nissan!
Altima,!but!prefers!to!take!the!CTA!to!work.!Her!favorite!
restaurant!is!RPM!and!her!favorite!alcoholic!drink!is!a!
mango!martini.!Penelope!takes!her!coffee!with!vanilla!syrup!
and!skim!milk!and!has!a!KIND!granola!bar!every!morning!
for!breakfast;!her!favorite!is!the!almond!coconut,!with!her!
coffee!and!a!yogurt.!When!she!has!free!time!Penelope’s!
favorite!thing!to!do!is!to!binge!watch!Netflix!and!bake!
cookies.!!
Penelope’s!Daily!Schedule:!!6am:!Wake!up,!shower,!and!get!ready!for!work!
8:30!–!9!am:!Ride!brown!line!or!bus!to!work!
9!–!11!am:!Meetings!
11am!–!12!pm:!Office!time!
12!–!1!pm:!Lunch!
2!–!5!pm:!Meet!with!clients/!Office!time!
5!–!5:30pm:!Ride!brown!line!or!bus!home!
5:30!–!6:30pm:!Go!for!a!run!
6:30!pm:!shower!
7!pm:!Meet!friends!for!dinner!!
9!pm:!Home,!laundry,!and!watch!television!!
10!pm:!Go!to!sleep!
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!Inspiration Images
!
!
!Brand Extension Rationale
!Rebecca!Minkoff!Age!25<35!Female!Young!professional,!Trendy,!Income!75k!! !! Rebecca!Minkoff!is!known!for!her!handbags!and!work!wear!for!the!young!professional!woman.!Therefore!my!new!product/brand!extension!for!Rebecca!Minkoff!would!be!a!ready<to<wear!night/club!wear!collection.!My!consumer,!age!25<35,!is!trendy!and!enjoys!going!out!to!clubs!after!work!with!her!friends.!!
!
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Group Overview
Rebecca!Minkoff!!
Spring!2016!
!Carson!Tee!
Style!#2B1311!
!Penelope!Camisole!!
Style!#2B1611!
!Dana!Blouse!!
Style!#2B1830!
!Margo!Short!!
Style!#2B2473!
!Rhea!Pant!
Style!#2B1187!
!Sophia!Skirt!
Style!#2B2587!
!Kate!Dress!!
Style!#2B4215!
!Elena!Romper!
Style!#2B4225!
!Carmen!Blazer!
Style!#2B3127!
!Ingrid!Trench!Coat!
Style!#2B3203!
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Style Numbers: Assortment Classification Plan
1. Year!!! 1!–!2015!! 2!–!2016!! 3!–!2017!! 4!<!2018!
2. Season!! A!–!Winter!! B!–!Spring!!! C!–!Summer!!! D!–!Fall!!
3. Class!!! 1!–!Tops!!! 2!–!Bottoms!! 3!–!Outerwear!
! 4!–!Dresses!4. Sub!Class!! 1!–!Tops!!
1 Polo!2 Button!Down!!3 T<Shirt!4 Sweater!5 Crew!Neck!!6 Hooded!!7 Long!Sleeve!!8 Short!Sleeve!
! 2!–!Bottoms!!1 Linen!!2 Khaki!!3 Denim!4 Shorts!!
! 3!–!Outerwear!!1 Blazer!!2 Jacket!!3 Vest!!
! 4!<!Dresses!1 Long!2 Short!3 Wrap!
5.!Color!! 1!–!Multi!! 2!–!Black!!! 3!<!White!! 4!<!Red!! 5!–!Orange!!! 6!<!Yellow!! 7!–!Green!!! 8!–!Blue!!! 9!–!Brown!!! 10!–!Khaki!!
!
6.!Fabrication!!1!–!Cotton!2!–!Nylon!!3!–!Khaki!!4!<!Pique!5!!<!Cotton/Polyester!!6!<!Wool!7!<!Woven!!8!–!Leather!!9!<!Denim!10!–!Line!!
!
!
!
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Style Numbers: Assortment – Master Page
REBECCA&MINKOFF&& &SPRING&2016&& &AGE&25535,&FEMALE&YOUNG&PROFESSIONAL,&TRENDY,&INCOME&$75K&
APPAREL/READY5TO5WEAR&&
& & &ELENA&ROMPER& 2B4225& COTTON/POLYESTER&SHORT&ROMPER&5&(BLACK)&SOPHIA&SKIRT& 2B2587& WOVEN&SKIRT&5&(BLUE)&PENELOPE&CAMISOLE& 2B1611& COTTON&V5NECK&CAMISOLE&5(MULTI)&CARMEN&BLAZER& 2B3127& WOVEN&BLAZER&5&(BLACK)&DANA&BLOUSE& 2B1830& SILK&LONG&SLEEVE&BLOUSE&5&(WHITE)&RHEA&PANTS& 2B1187& WOVEN&LINEN&PANT&5&(BLUE)&KATE&DRESS& 2B4215& COTTON/POLYESTER&SHORT&DRESS&5&(MULTI)&MARGO&SHORT& 2B2473& KHAKI&SHORT&5&(GREEN)&&CARSON&TEE& 2B1311& COTTON&T5SHIRT&5&(MULTI)&INGRID&TRENCH& 2B3203& KHAKI&TRENCH&COAT&5&(KHAKI)&!!!!!!!!!!!!!!!!!
!
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Line Sheets !Rebecca!Minkoff!!Spring!2016!
Tops!Delivery:!1/30!
!Colors:!Multi!Floral!Cotton;!White!Silk;!Pink!Multi!Cotton!!!
!Carson!Tee!
Style!#2B1311!$52/104!
!
!Penelope!Camisole!!
Style!#2B1611!$55/110!!
!Dana!Blouse!!
Style!#2B1830!$!248/496!
!!
!
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Line Sheets Cont.
Rebecca!Minkoff!!
Spring!2016!
Bottoms!
Delivery!1/30!
!
Colors:!Blue!Linen;!Green!Khaki;!Blue!Woven!Poplin!
!
!
!Margo!Short!!
Style!#2B2473!$188/376!
!
!Rhea!Pant!
Style!#2B1187!$216/432!
!
!Sophia!Skirt!
Style!#2B2587!$75/150!
!
!
!
!
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! ! ! ! ! ! !
! 23!
Line Sheets Cont.
Rebecca!Minkoff!
Spring!2016!!
Dress/!Romper!
Delivery!1/30!
!
Colors:!Periwinkle!&!Purple!Striped!Cotton/Polyester;!Black!Cotton/Polyester!!
!
!
!Kate!Dress!!
Style!#2B4215!$112/224!
!
!Elena!Romper!
Style!#2B4225!$54/108!
!!
!
!
!
!
!
!
!
!
!
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! ! ! ! ! ! !
! 24!
Line Sheets Cont.
Rebecca!Minkoff!!
Spring!2016!
Outerwear!
Delivery!1/30!
!
Colors:!Black!Woven!Silk/Wool!Gab;!Tan!Khaki!
!
!
!Carmen!Blazer!
Style!#2B3127!$282/565!
!
!Ingrid!Trench!Coat!
Style!#2B3203!$136/272!
!
!
!
!
!
!
!
!
!
!
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! 25!
Brand Identity
< Classic!
< Trendy!
< Flirty!!
Selling Appeal
! Rebecca!Minkoff!lures!customers!because!it!is!fun!and!trendy,!but!can!still!be!worn!
in!a!professional!business!environment.!Our!garments!speak!for!themselves.!Our!brand!can!
take!women!from!the!office!right!out!to!a!night!on!the!town.!The!brand’s!quality!along!with!
its!practicality!is!what!sells!it!to!customers.!When!customers!buy!our!garments!they!can!
expect!that!garment!to!be!a!piece!that!will!last!them!a!lifetime.!!
< Practical!
< High!Quality!
< Dependable!!
Distinct Characteristics
! Rebecca!Minkoff’s!distinct!brand!characteristics!set!it!apart!from!other!brands!in!
many!ways.!Rebecca!Minkoff!only!chooses!fabrics!and!notions!of!high!quality!for!her!
garments.!Rebecca!also!offers!a!wide!variety!of!fits!and!silhouette!for!every!woman.!The!
garments!we!create!are!unique!from!other!brands!because!they!are!versatile!and!practical!
for!every!occasion.!One!cannot!go!wring!with!choosing!Rebecca!Minkoff!products.!!
< Fabric!and!Notions!
< Variety!!
< Unique!!
!
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Retailer
!
! As!one!of!the!leading!American!Upscale!Fashion!Retailer,!Nordstrom!Inc.!has!
worked!to!deliver!the!best!possible!shopping!experience!for!more!than!100!years.!They!aim!
to!help!customers!possess!style,!not!just!buy!fashion.!Nordstrom!has!offered!compelling!
clothing,!shoes,!and!accessories!for!men,!women,!and!children!since!1901.!They!believe!
fashion!is!a!business!of!optimism,!and!in!that!spirit!they!continue!to!grow!and!evolve.!!
Geographic Locations
< Nordstrom!Michigan!Ave;!Chicago,!IL!
< Nordstrom!The!Grove;!Los!Angeles,!CA!
< Nordstrom!Scottsdale!Fashion!Square;!Scottsdale,!AZ!
< Nordstrom!Perimeter!Mall;!Atlanta,!GA!
< Nordstrom!Roosevelt!Field;!Garden!City,!NY!
!
!
!
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Sales Projection - Master Page
!
1. Introductory!–!30%!! ! Beginning!on!Hand!! 144!! ! Sales!! ! ! ! 44!! ! Ending!on!Hand!! ! ! 100!2. Maintenance!–!60%!! ! Beginning!on!Hand!! 100!! ! Sales!! ! ! ! 50!! ! Ending!on!Hand!! ! ! 50!3. Clearance!–!10%!! ! Beginning!on!Hand!! 50!!! ! Sales!! ! ! ! 40!! ! Ending!on!Hand!! ! ! 0!
!
!
!
!
!
!
!
!
!
!
!
!
!
!
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Marketing Plan
Introductory!Phase!
Objective:!To!increase!consumer!knowledge!about!Rebecca!Minkoff’s!new!Spring!2016!
clothing!line.!!
Strategy:!Through!Nordstrom,!Rebecca!Minkoff’s!retailer!partner,!consumers!will!be!
introduced!to!quality,!moderately!priced!
garments!that!are!functional!for!all!parts!of!
the!shopper’s!lifestyle.!!
Tactic:!We!will!host!a!fashion!show!at!3!
Nordstrom!locations,!Chicago,!Los!Angeles,!
and!New!York,!where!we!will!feature!our!new!
garments.!This!event!will!also!double!as!a!
networking!event!for!today’s!modern!woman.!!
Control!Method:!R.S.V.P.!and!upon!arrival!
will!a!Nordstrom!exclusive!Rebecca!Minkoff!
coin!purse!with!a!$75!purchase.!!!
!
!
!
!
!
!
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Marketing Plan Cont.
Maintenance!Phase!
Objective:!To!continue!to!inform!shoppers!of!our!new!brand!
extension!and!increase!Rebecca!Minkoff’s!market!share.!!
Strategy:!Offer!a!useful!gift!with!purchase!that!goes!with!our!brand!
and!image.!!
Tactic:!Shoppers!will!receive!free!Rebecca!Minkoff!garment!bag!
with!any!purchase!over!$150.!!
Control!Method:!There!is!a!limit!of!60!garment!bags!at!Nordstrom!
location!carry!Rebecca!Minkoff’s!Spring!2016!collection.!!
!
Clearance!Phase!
Objective:!Bring!shoppers!to!the!Rebecca!Minkoff!apparel!department!in!Nordstrom.!!
Strategy:!Giveaway!for!Nordstrom!credit!card!holders.!!
Tactic:!Nordstrom!credit!card!holders!can!enter!a!giveaway!to!win!
a!brand!new!leather!Rebecca!Minkoff!handbag!worth!$400.!The!
giveaway!sign<up!booth!will!be!in!the!Rebecca!Minkoff!apparel!
section!of!Nordstrom.!!
Control!Method:!Minimum!purchase!of!$50!of!Rebecca!Minkoff!
merchandise!is!require!to!be!entered!in!the!giveaway.!!
!
!
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Marketing Budget
!
$21,824!x!!5!stores!=!$109,120!!$109,120!x!15%!=!$16,368!=!Total!Marketing!Budget!!$16,368!–!30%!=!$4,910.40=!Introductory!Phase!Marketing!Budget!!$11,457.60!–!50%!=!$5,728.80!=!Maintenance!Phase!Marketing!Budget!!$5,728.80!–!20%!=!$1,145.76!=!Clearance!Marketing!Budget!!!!$4,583.04!=!Extra!Marketing!Funds!!!
Execution Team
!! Strategy! Tactics! Person!
Responsible!Budget! Completion!
Date!Introductory!Phase!
Through!Nordstrom,!Rebecca!Minkoff’s!retailer!partner,!consumers!will!be!introduced!to!quality,!moderately!priced!garments!that!are!functional!for!all!parts!of!the!shopper’s!lifestyle.!!!
We!will!host!a!fashion!show!at!3!Nordstrom!locations,!Chicago,!Los!Angeles,!and!New!York,!where!we!will!feature!our!new!garments.!This!event!will!also!double!as!a!networking!event!for!today’s!modern!woman.!
Product!Development!Manager!and!Marketing!Manager!
$4,910! 1/30/16!
!!!
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Execution Team cont.
!Maintenance!Phase!
Offer!a!useful!gift!with!purchase!that!goes!with!our!brand!and!image.!
Shoppers!will!receive!free!Rebecca!Minkoff!garment!bag!with!any!purchase!over!$150.!
Product!Development!Manager!and!Marketing!Manager!
$5,728! 3/16/16!
Clearance!Phase!
Giveaway!for!Nordstrom!credit!card!holders.!
Nordstrom!credit!card!holders!can!enter!a!giveaway!to!win!a!brand!new!leather!Rebecca!Minkoff!handbag!worth!$400.!The!giveaway!sign<up!booth!will!be!in!the!Rebecca!Minkoff!apparel!section!of!Nordstrom.!
Marketing!Manager!
$1,145! 4/30/16!
!!!!!!!!!!!!
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Press Release
!FOR!IMMEDIATE!RELEASE!!!December!10,!2014!!
REBECCA!MINKOFF!READY<TO<WEAR!SPRING!2016!Nordstrom!to!host!launch!party!for!Minkoff’s!new!appeal!line!
!Chicago,!Ill.!–!Fashion!designer,!Rebecca!Minkoff,!is!giving!Chicagoans!an!excusive!glimpse!at!her!new!collection!with!the!help!of!Nordstrom!Department!store.!The!Chicago!Nordstrom!located!off!North!Michigan!Avenue!is!one!of!five!Nordstrom!stores’!to!receive!Minkoff’s!Sprig!2016!collection,!which!will!not!be!available!online.!Minkoff’s!new!collection!features!playful!and!subtly!edgy!garments!designed!to!make!women!feel!confident!in!any!environment.!!!!Rebecca!Minkoff’s!Spring!2016!Collection!bash!will!start!at!6pm!on!March!4,!2016.!The!bash,!which!is!free!to!all!handbag!lovers,!will!feature!a!fashion!show,!cocktails,!a!local!DJ,!and!door!prizes.!Rebecca!Minkoff!will!make!a!special!appearance!at!the!party,!to!mingle!with!guests!and!sign!her!well<known!handbags.!!!Rebecca!said!in!a!interview!to!the!Chicago!Tribune,!“Chicago!is!one!of!my!favorite!cities,!filled!with!so!much!life!and!style.!I!could!not!think!of!another!city!that!I!would!love!to!share!my!new!Spring!2016!collection!with.”!!!About!Rebecca!Minkoff!An!industry!leader!in!accessible!luxury!handbags,!accessories,!footwear!and!apparel,!Rebecca!Minkoff’s!playful!and!subtly!edgy!designs!can!be!spotted!around!the!world!on!young!women!and!celebrities!alike.!
###!CONTACT:!!Jazlyn!Mangis!PR!Director!–!Rebecca!Minkoff!LLC!!312<123<[email protected]!!
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Recent Press
Rebecca Minkoff Unveils the Next Big Thing in Shopping
By Damion Matthews via 7x7.com on November 21, 2014 3:00 PM Driverless!cars.!Computers!that!can!read!our!mind.!Vast!libraries!of!knowledge!at!our!fingertips.!If!we!can!dream!it,!someone!is!building!technology!to!make!it!happen.!So!why!not!magic!mirrors?!!We!were!recently!given!a!preview!of!just!such!a!technology!at!the!Rebecca!Minkoff!boutique,!opening!soon!at!2124!Fillmore!Street.!!Rebecca!Minkoff!is!the!first!retailer!in!the!nation!to!feature!an!ingenious!new!smart!mirror!system,!developed!in!partnership!with!eBay.!The!store!has!a!wall<sized!touch!screen!where!customers!can!browse!merchandise,!view!multiple!photos!of!how!the!clothing!can!be!worn,!request!items!to!try!on,!and!even!request!a!beverage.!!Once!in!the!fitting!room,!another!touch!screen!makes!it!easy!to!request!different!sizes,!different!items,!and!even!make!a!purchase!without!having!to!pull!out!a!credit!card.!!The!whole!system!works!so!smoothly!and!beautifully!it!feels!like...!well,!magic.!!
"Magic!mirror!on!the!wall,!show!me!what!to!wear!this!fall..."!!
After!having!just!premiered!the!technology!at!Rebecca!Minkoff's!flagship!boutique!in!New!York's!Soho!district,!the!company!chose!San!Francisco's!Pac!Heights!as!their!second!location.!!"We!fell!in!love!with!the!charm!of!Fillmore!Street,"!says!co<founder!and!CEO!Uri!Minkoff,!who!was!raised!in!Southern!California!with!his!sister,!Rebecca.!"The!mix!of!boutiques,!as!well!as!the!restaurants,!the!relationship!with!people!who!live!in!Pacific!Heights,!and!just!the!charming!nature!of!this!area!we!fell!in!love!with."!!To!celebrate!the!upcoming!opening,!Facebook's!Libby!Leffler!co<hosted!an!event!at!Hedge!Gallery!with!artist!Langley!Fox!Hemingway,!who!models!in!the!brand's!fall!campaign.!"Langley!personifies!the!ultimate!Rebecca!Minkoff!girl,!someone!who!is!talented,!confident!and!exudes!a!sense!of!personal!style,”!said!the!designer.!!Pieces!from!the!new!collection!were!available!for!purchase!at!the!cocktail!party,!with!part!of!the!proceeds!going!to!UCSF!Partners!in!Care.!Among!those!shopping,!several!said!they!were!eager!to!try!out!the!new!mirror!system!at!the!store.!After!all,!who!wouldn't!want!a!mirror!that!can!deliver!clothes!on!demand!to!make!you!look!fabulous?!!
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Line Sheet
Rebecca!Minkoff!!
Spring!2016!
Tops!
Delivery:!1/30!
!
Colors:!Multi!Floral!Cotton;!White!Silk;!Pink!Multi!Cotton!
!
!
!Carson!Tee!
Style!#2B1311!$104!
!
!Penelope!Camisole!!
Style!#2B1611!$110!
!
!Dana!Blouse!!
Style!#2B1830!$!496!
!
!
!
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! 39!
Line Sheets Cont.
Rebecca!Minkoff!!
Spring!2016!
Bottoms!
Delivery!1/30!
!
Colors:!Blue!Linen;!Green!Khaki;!Blue!Woven!Poplin!
!
!
!Margo!Short!!
Style!#2B2473!$376!
!
!Rhea!Pant!
Style!#2B1187!$432!
!
!Sophia!Skirt!
Style!#2B2587!$150!
!
!
!
!
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! 40!
Line Sheets Cont.
Rebecca!Minkoff!
Spring!2016!!
Dress/!Romper!
Delivery!1/30!
!
Colors:!Periwinkle!&!Purple!Striped!Cotton/Polyester;!Black!Cotton/Polyester!!
!
!
!Kate!Dress!!
Style!#2B4215!$224!
!
!Elena!Romper!
Style!#2B4225!$108!
!!
!
!
!
!
!
!
!
!
!
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Line Sheets Cont.
Rebecca!Minkoff!!
Spring!2016!
Outerwear!
Delivery!1/30!
!
Colors:!Black!Woven!Silk/Wool!Gab;!Tan!Khaki!
!
!
!Carmen!Blazer!
Style!#2B3127!$565!
!
!Ingrid!Trench!Coat!
Style!#2B3203!$272!
!
!
!
!
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Designer Biography
Jazlyn!Mangis,!designer!for!Rebecca!Minkoff!
LLC,!found!her!love!of!fashion!at!a!very!young!
age.!Born!in!Central!Illinois,!surrounded!by!the!
style!choices!of!farmers!and!stay!at!home!
moms,!Jazlyn!set!her!sights!on!Chicago.!So!
naturally!she!decided!to!attend!Columbia!
College!Chicago!for!her!Bachelor’s!Degree!in!
Fashion!Business!with!a!minor!in!marketing.!
She!enjoyed!learning!the!business!environment!
behind!such!a!large!retail!industry!but!was!not!
completely!satisfied.!Her!senior!year!at!
Columbia!College!Chicago,!Jazlyn!took!a!Merchandising:!Concept!to!Consumer!course,!which!
inspired!her!to!get!into!fashion!design.!!
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Bibliography
!• http://www.rebeccaminkoff.com/about!• http://www.soroptimist.org/whoweare/vision<mission.html!• http://www.olivergal.com/art<collections/oliver<gal<art/fashion/fashion<vol<ii/nyc<
fashion<taxi<fine<art<oliver<gal!• http://www.olivergal.com/art<collections/oliver<gal<art/fashion/fashion<vol<
iv/bijoux<fine<art<oliver<gal!• http://www.olivergal.com/cristal<on<crystal<rose<fine<art<oliver<
gal?search=champagne&description=true&sub_category=true&page=2!• http://www.olivergal.com/dramatic<entrance<chrome<fine<art<oliver<
gal?search=chandelier&description=true&sub_category=true!• http://www.olivergal.com/chicago<skyline<2<fine<art<oliver<
gal?search=chicago&description=true&sub_category=true!• http://www.7x7.com/parties/rebecca<minkoff<unveils<next<big<thing<shopping#/0!• http://shop.nordstrom.com/c/about<us!!
!!
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