jazlyn mangis portfolio

Jazlyn Mangis Resume & Portfolio

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

Resume

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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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! [email protected]

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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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CTA

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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

Marketing Plan

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!Marketing!Plan!

July!6th,!2014!!

Jazlyn!Mangis!

SU14;28;1115;01!

C.!Weddington!

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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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!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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!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.!!

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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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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.!!

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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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!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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!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.!!!

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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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!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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!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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!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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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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!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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Promotional Marketing Plan

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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.!!

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! 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%.!!

!

Public Relations Plan

26

!!!

!

!Public!Relations!Plan!

May!14th,!2014!!

Jazlyn!Mangis!

54;1700;04!

K.!Kaza!

!

!

!

!

!

27

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


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


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


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


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


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


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


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


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.!!

!##!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!

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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!

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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


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.!

!

!

!

!

!

!

!

!

!

!

40

Advertising Plan

41

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.

Fashion Show Production Plan

49

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.

54 5

Venue Pictures

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

56 7

Floorplan

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

60 11

Marketing Plan cont.

Responsibility & Leadership Chart

61 12

Media List

Invitation

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

63 14

Press Release

64 15

Budget

GENERAL TICKETS (135) TOTAL COST $500 $75,000

VIP TICKETS (24) TOTAL INCOME

$550 $87,500

ROI $12,5000

65 16

Time & Action

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

Merchandising Plan

77

!!!!

!!

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

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! ! ! ! ! ! ! !

! ! ! ! ! !

! 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

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!

!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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Cost Sheets

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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!

!


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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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!

!


Style!#2B3203!$136/272!

!

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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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Production Calendar

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Purchase Order

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Sales Projection by Item

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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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Floor Plan

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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!

!


Style!#2B1611!$110!

!

!Dana!Blouse!!

Style!#2B1830!$!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!$376!

!

!Rhea!Pant!

Style!#2B1187!$432!

!

!Sophia!Skirt!

Style!#2B2587!$150!

!

!

!

!

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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!

!


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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Thank You!

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jazlyn mangis portfolio

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