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Chloé In Collaboration with Target to Benefit Habitat for Humanity

Ariel DeLaRosa

Merchandise Management

Fall 2012

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Table Of Contents

1. Executive Summary …………………………………………………………………………………………………………. 4

2. Company Mission ………………………………………………………………………………………………………….. 5

3. Vision Statement ………………………………………………………………………………………………………………. 6

4. Social Responsibilty Partnership …………………………………………………………………………………. 7

5. Customer Profile ……………………………………………………………………………………………………………….. 8

6. Customer Narrative …………………………………………………………………………………………………………… 9

7. Brand Extension …………………………………………………………………………………………………………………. 10

8. Inspiration Images .................................................................................................................. .. 12

9. Group Overview Images……………………………………………………………………………………………………. 13

10. Assortment/ Classification Plan……………………………………………………………………………………….. 14

11. Cost Sheets …………………………………………………………………………………………………………………………… 16

12. Line Sheets…………………………………………………………………………………………………………………………………27

13. Brand identity……………………………………………………………………………………………………………………………. 28

14. Retail Partner……………………………………………………………………………………………………………………………..29

15. Distribution……………………………………………………………………………………………………………………………… 30

16. Purchase order…………………………………………………………………………………………………………………….… 31

17. Sales ……………………………………………………………………………………………………………………………………….. 32

18. Floor Plan ……………………………………………………………………………………………………………………………33

19. Marketing ………………………………………………………………………………………………………………………….. 34

20. Press kit …………………………………………………………………………………………………………………………………38

21. Bibliography

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Part I

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Executive Summary A collaboration between Chloe and Target for a home bedding collection that

proceeds from the sale benefit Habitat for Humanity. The collection is for today’s

modern, young, woman and her venture in the big city. Rest is essential for her busy

lifestyle and that is why coming home to her brand new bed-set designed by Chloe is

important for her. The designs are reflect our stylish and romantic customer.

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Company Mission

Our Chloe brand is for the feminine yet free spirited woman who is always on the go,

but pursues a flawless, natural look. We create body-conscious clothes made of the

finest fabrics as well accessories that will stay in a woman’s closet for a lifetime.

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Company Vision

Chloé is one of the world leading fashion design companies, encompassing jewelry,

watches, premium accessories and other luxury products.

Chloé focuses on increasing awareness and desirability by developing creative

products and appropriate marketing programs. Chloé’s products are sold through a

network of boutiques and department stores all over the world.

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Social Responsibilty Partnership

This fall we are debuting “Nuit by Chloe” which translates into night in French. We

know our consumers are hardworking and trendy women who deserve comfortable

bedding set after a long day of work. The collection will be sold at Target for very

affordable prices. 10% of all proceeds from the collection will go to Habitat for

Humanity. We are also donating a bed set to 100 new homes built this season. Like

our clothing, we know our bedding would last a lifetime.

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Customer Profile SEGMENTATION TYPE BASES

ILLUSTRATIVE CATEGORIES

Geographic Segmentation

Region United States

City Size Up to 1,000,000 +

Population Density Urban Cities, major metropolitan areas

Climate Four seasons

Demographic Segmentation

Age 25-40

Gender Female

Household Size 1-2. This female usually lives alone or with one rommate

Income $25,000-$50,000

Occupation Young Professional, Recent College graduate

Socioculture Segmentation

Culture European

Subculture

Religion Catholic, Christian, Lutheran, Agnostic

National Origin English, Swedish, German, French

Race White

Social Class Middle-Upper Class

Marital Status Serious relationship

Psycographic Achiever

Effective and Cognitive Segmentation

Degree of Knowledge Expert

Benefits Sought Prestige

Attitude Positive

Behaivor Segmentation

Brand Loyalty Undivided loyalty

Store Loyalty Undivided Loyalty

Usage Rate Heavy

User Status Current

Payment Method Credit Card

Media Method Magazine

Usage Situation Work and Vacation

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Customer Narrative

At 7 a.m. Lillian wakes up from the purring of her two year old cat Sebastian.

It’s a cool, crisp, September morning and the sun fills her one bedroom Logan Square

apartment. She exhales a big yawn and heads to her kitchen where she makes herself

a cup of coffee and enjoys the moment on her back deck with her cat, coffee, and

variety of houseplants. After about twenty minutes of relaxation time Lillian heads

back into her apartment and gets ready for her work day. Her outfit for with is

simple: Blue jeans, a chunky beige sweater, knee-high riding boots and a simple, and a

heart gold necklace her grandmother gave her before she passed away.

At 8:30 Lillian begins her commute to work (she is able to take the CTA train)

which is in an interior design showroom at the Merchandise Mart in the River North

area. She has worked at the showroom for two years now. After Graduating from the

School of the Art Institute in Chicago with a degree in Art History and Art

Management, Lillian started off as a part-time administrative assistant. Being the

natural go-getter that she was she was quickly promoted as a consultant for the

company. Her day is usually filled with meetings with prospective clients, filling their

orders and needs, and general management of the showroom.

Lillian’s work day ends between 4-5:30 where she then heads back on the blue

line to the trendy Wicker Park neighborhood. She meets her boyfriend and a couple

friends at Big Star where they enjoy some tacos and drinks. After Big Star her and her

boyfriend usually bicker at whose apartment they are going to sleep at and tonight it

is Lillian’s. Before taking a cab ride home they stop at the store to pick up a bottle of

wine and a movie. Lillian usually falls asleep during the movie.

On the weekend Lillian enjoys vintage shops, farmer’s markets, bike riding,

going to concerts and trendiest and newest bars in Chicago. She is always doing

something. She is very fashionable yet simple. Solid colors and neutrals fill her closet,

but she always has a nice handbag, shoes, or accessory that tends to stand out. When

she vacations she goes to a simple beach house in Michigan or retreat in the

mountains in Colorado.

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Brand Extension Rational

This fall Chloé will debut its first ever bedding collection, Nuit, at three Target locations in the United States. Chloe is a brand that is known

for its feminine clothing and accessories that last a life time. We know the

women who wear are brand are keep it for more than one season. We also

know that there are a lot of young women who wish to buy our product,

but might not necessarily have the income to buy our product. Our

customer is a young, working professional, with their first apartment in the

big city and strays away from the college apartment they had. They want

more “grown-up” furniture and décor to fill their apartment and are willing

to spend a little more money.

After a long day of work a comfortable bed is a must and that is

where our bedding set comes in. There are two major designs that can be

bought together or separately at affordable prices. They are very stylish and

comfortable and customers who purchase the bedding set will keep it in

their home for a very long time.

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Part II

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Inspiration Images

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Group Overview Images

The Paisley Collection

The Fall Flower Collection

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Assortment/Classification Plan The Fall Flower Collection:

1. The Sky Blue quilt Sham 1C54A81

1. 2012

2. Fall

3. Bedding

4. Sham

5. Fitted

6. Blue

7. Cotton

2. The Fall Flower Pillow Case 1C51A11

1. 2012

2. Fall

3. Bedding

4. Pillow Case

5. Fitted

6. Multi

7. Cotton

3. The Striped Bed-Sheet 1C52B61

1. 2012

2. Fall

3. Bedding

4. Sheet

5. Flat

6. Yellow

7. Cotton

4. Fall Flower Duvet 1C53B11

1. 2012

2. Fall

3. Bedding

4. Duvet

5. Flat

6. Multi

7. Cotton

5. Solid Quilt 1C534B81

1. Fall

2. 2012

3. Bedding

4. Quilt

5. Flat

6. Blue

7. Cotton

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Assortment/Classification Plan The Paisley Collection:

1. The yellow quilt Sham 1C54A61

1. 2012

2. Fall

3. Bedding

4. Sham

5. Fitted

6. Yellow

7. Cotton

2. The Paisley Pillow Case 1C51A141

1. 2012

2. Fall

3. Bedding

4. Pillow Case

5. Fitted

6. Multi

7. Red

8. Cotton

3. The Striped Bed-Sheet 1C52B71

1. 2012

2. Fall

3. Bedding

4. Sheet

5. Flat

6. Green

7. Cotton

4. Paisley Duvet 1C53B141

1. 2012

2. Fall

3. Bedding

4. Duvet

5. Flat

6. Multi

7. Red

8. Cotton

5. Solid Quilt 1C534B61

1. Fall

2. 2012

3. Bedding

4. Quilt

5. Flat

6. Yellow

7. Cotton

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Line Sheets 1.

2.

The Paisley Pillow Case 1C51A141 The Fall Flower Pillow Case 1C51A11

Wholesale $15 Retail $30 wholesale $15 Retail $30

The yellow quilt Sham 1C54A61 The Sky Blue quilt Sham 1C54A81$

Wholesale $32 Retail $64 Wholesale $32 Retail $64

The Striped Bed-Sheet 1C52B71 The Striped Bed-Sheet 1C52B61

Wholesale $25 Retail $50 Wholesale $25 Retail $50

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Paisley Duvet 1C53B141 Fall Flower Duvet 1C53B11

Wholesale $70 Retail $140 Wholesale $70 Retail $140

Solid Quilt 1C534B61 Solid Quilt 1C534B81

Wholesale $15 Retail $30 Wholesale $15 Retail $30

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Part III

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Brand Identity/ Competitive Edge

Young. Romantic. Stylish.

Selling Appeal

The Chloe bedding set is for the young professional who just moved into her first “big girl” apartment. The apartment is decorated to in a tasteful manner and that includes her bedroom. Our customer needs a comfortable bed set after a long day of work, yet stylish to meet her personal style. The prices aren’t very high and are made of 100% cotton for a peaceful night of sleep for the long day our woman has. These bed sheets if properly taken care of are sure to last a couple of years. Ten percent of all sales from the collection will go to Habitat for Humanity.

Stylish

Affordable

Benefits a charity.

Distinct Characteristics

The Chloe for bedding line has many distinct characteristics. One, Chloe hasn’t made a bedding set or a budget line yet. The quality is well made to fit the luxury of her clothing. There are two different color palettes (paisley and flower) that our customer can choose from.

This is the first Budget line from Chloé all items are sold for under $100.

There are two unique sets to choose from that are a classic style can last a lifetime.

The bedding is made of good quality, our customer will get a good night of sleep.

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Retail/ Partner Distribution For Nuit by Chloé, the brand will be selling its bed set at three Target flagship stores

in the United States, in New York, Chicago, and Los Angeles. Each Store will be given

a limited amount of quantity in the products since it is an exclusive item. The three

store locations are as follows:

1. LA Central 735 S Figueroa St Los Angeles, CA, 90017 (213) 330-4543

2. Chicago State St. 1 S State St Chicago, IL 60603 (312) 279-2133

3. Brooklyn Junction 1598 Flatbush Ave Brooklyn, NY 11210 (718) 637-5005

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Production Calendar

Feb March April May June July Aug Sept Oct Nov/Dec

1 Research Marketing

2 Begin design and

sketch

3 Swatch

and begin

to make

samples

4 Early

Production Retail orders Placed

5 Major

Production Begins

6 Major

Production Continues

7 Major

production/in store promo

8 Shipping

9

Store-Set-up

10 Track sales

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Purchase Order/ Unit

Distribution

Ven# Vendor Name Beg. Ship Complete Terms Label Dept Season Buyer Date PO# Retailer

111967 Chloe 1-Oct-12 15-Oct-12 non-negotiable Chloe

Home-Bedding Fall 12 John 10/27/2012 1123 Target

New Order :: Ordinary Shipping

Style # Description Color TTL Units Wholsale Retai l TWS TR

1C54A81 Sky Blue Quilt Sham blue 261 270 276 807 32.00$ 64.00$ 25,824.00$ 51,648.00$

1C51A11 Fall Flower Pillow Case floral 261 270 276 807 15.00$ 30.00$ 12,105.00$ 24,210.00$

1C52B61 Striped bed sheet yellow 261 270 276 807 25.00$ 50.00$ 20,175.00$ 40,350.00$

1C53B11 Fall Flower Duvet floral 261 270 276 807 70.00$ 140.00$ 56,490.00$ 112,980.00$

1C534B81 Solid quilt yellow 261 270 276 807 15.00$ 30.00$ 12,105.00$ 24,210.00$

1C54A61 Solid quilt Sham Yellow 282 285 294 861 32.00$ 64.00$ 27,552.00$ 55,104.00$

1C51A141 Striped Pillow Case Green 282 285 294 861 15.00$ 30.00$ 12,915.00$ 25,830.00$

1C52B71 Striped Bed Sheet Green 282 285 294 861 25.00$ 50.00$ 21,525.00$ 43,050.00$

1C53B141 Paisley Duvet Green 282 285 294 861 70.00$ 140.00$ 60,270.00$ 120,540.00$

1C534B61 Striped quilt yellow and green 282 285 294 861 15.00$ 30.00$ 12,915.00$ 25,830.00$

8340 261,876.00$ 523,752.00$

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Sales Projection

Introduct ion - 4 wks input # `

Product Units Sold On Hand 30% of total units=2502

Duvets 1668 518 1150

Pillow Cases 1668 502 1166

Bed Sheets 1668 445 1223

Shams 1668 435 1233

Quilts 1668 550 1118

0

0

Total 8340 2450 5890

Maintanence - 4 wks auto input auto

Product Units Sold On Hand 50% of total units=4170

Duvets 1240 712 528

Pillow Cases 1166 875 291

Bed Sheets 1223 802 421

Shams 1233 695 538

Quilts 1118 892 226

0

0

Total 5980 3976 2004

Clearance - 2wks auto input auto

Product Units Sold On Hand 20% of total units= 1668

Duvets 528 110 418 30% off

Pillow Cases 291 75 216

Bed Sheets 421 195 226

Shams 538 142 396

Quilts 226 175 51

0

0

Total 2004 697 1307

Brand Chloe

Sales Projection less than 20% of

inventory 50% off

Clearance - 2wks auto input auto

Product Units Sold On Hand

Duvets 418 315 103

Pillow Cases 216 197 19

Bed Sheets 226 218 8

Shams 396 275 121

Quilts 51 48 3

0 0

0 0

Total 1307 1053 254

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Floor Plan

Entrance Cash-Wrap

Entertainment

& Electronics

Clothing

Men/women/Junior/ Children

Shoes

And

accesories

Outdoor/Sports Chloe pop-up/ home

goods

Clearance

Food

Entrance

Cash Wrap

Entertainment and

electronics

Chloe

Clothing

clearance Sporting goods

Food

home

Entrance Cash Wrap

entertainment

Sporting

Clothing

Home

Food

Clearance-Chloe

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Marketing Plan MARKETING OBJECTIVES, TACTICS, & STRATEGIES

Intro Phase: October 15- November 15

Goals:

Introduce new product line to Target with product at a limited quantity. Making it

clear that a percentage of our sales from our line is benefiting Habitat for Humanity.

Strategy:

The line is made with great quality at an affordable price so our target market can

afford the bed set. Our Target market is the young woman who just graduated

college, landed her first big job in the city, and is putting time and energy into the

interior of her apartment as a part of growing up.

Tactics:

Before the event social media campaigns will encourage customers to buy the new

collection from Target using the hash tag #NuitTarget. Facebook, Twitter, and

Instagram followers will get a sneak peak to the all merchandise being sold at the

stores.

Print ads will be placed on all Public Transportation in Chicago, New York, and Los

Angeles alerting customer of the launch date and collaboration.

A product launch event at our three flagship stores in New York, Chicago, and L.A.

from 6pm-9pm. Each store will feature a local DJ as well as free appetizers and wine

from 6pm-9pm. Representatives for Habitat for Humanity will be present at each

store so customers are aware of the charity. Attendees of the event are encouraged to

use the hash tag #NuitTarget on social media sites in order to receive information,

post pictures, and learn about the merging of all three companies. All customers who

make a purchase on the opening night will receive a $10 gift certificate for their next

visit to a Target store.

Maintenance Phase November 15-December 25

Goals:

Sell at least 50% of the line during the maintenance phase and increase sales for the 4

the quarter.

Strategy:

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Advertise the customer as a one time, one of a kind product that will last for a long

time.

Tactics:

Heavily advertise the product in the local Christmas ads. The Advertisement will run

on a separate page of the Sunday Target ads and the Thanksgiving Ad leading up to

Christmas as “The Perfect Gift for Her.” Her can be synonymous for both a girlfriend

or daughter, so that mothers or boyfriends who see the advertisements can buy the

gifts. Signs in the store with the same phrase will be on the products as well, so

people shopping for Christmas gifts are prompted with ideas. The advertisements will

also be sure to include that proceeds benefit Habitat for Humanity and there is only a

limited quality. Customers are encouraged to upload pictures with the hash tag

#NuitTarget of their new collection to get inspiration of how the set fits in other

homes. Customers who upload the pictures will receive $10 discount code to their

networking site to use on their next visit.

Clearance Phase December 26-January 7th

Goals:

Sell the remainder of the product at a discounted price so we are able to start the

New Year with fresh product.

Strategy:

Cut the price in half and move the product to the clearance section of the store.

Tactics:

Place on final ad in the sales ad about the small quantity left in the stores. Pictures in

the front of the store will alert the customers of how much money has been raised.

Target also announces that any unsold product after January 7th will be given to

Habitat for Humanity then given to those in need. Customers who already bought the

line are encouraged to continue uploading pictures of their bed set on our social

media sites to lure perspective customers into buying our product.

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Marketing Plan Control Methods

Intro Phase: Product Launch Event

In order to assure the success of our event and generate sales for the Nuit by Chloe

line for Target, customers who purchase any of the bedding set will receive a $10

Target gift certificate to use on their next visit.

Maintenance Phase: Sell at least 50% of our product

For this phase we are relying heavy on sales. Signs throughout the store and

advertising about the collaboration will state how this a unique, limited product that

will no longer be in stores after the holiday season. Also, Chloe has a big fan base and

she has never created a home good product that can hopefully lure customers. Lastly,

this is being sold during the holiday season, known as the season of giving. Our job is

also making customers aware that their purchase goes to a great cause.Customers

who buy any of the Nuit bed set will receive a free ornament from Habitat for

Humanity.

Clearance Phase: Sell Remainder in product

During the last two weeks of the product launch we are going to rely on the

consumers who have already bought the product. The Chloe customer is a young,

trendy, customer, who has the apartment to match. We want them to send in pictures

of how they used their bed set in their unique bedroom with the hast tag #NuitTarget

to lure perspective customers in buying our product. Customers who send pictures to

all our social media will receive a one time code for 10% off any future purchase in

the store.

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Marketing Plan Budeting Plan

Nuit by Chloe for Target MARKETING BUDGET

TOTAL WHOLESALE $261,876

STORES 3

MARKETING BUDGET

$261,876/3= $87,292

BUDGET 25% $87,292 *.25= $21,823

Multiply our Budget by the percentages below to get the amount of money we can use during each phase

phase 1 30% 6,546.9

Phase 2 50% 10,911.5

Phase 3 20% 4,364.6

Total

21,822

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Part IV

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News Release

Contact: Telephone: 212-957-1100

Chloe Inc.

10 E 52nd

St, 3rd

Floor

New York, NY 10022

For Immediate Release

September 30, 2012

Chloé to launch new bed-set for Target benefitting Habitat for Humanity

The internationally recognized brand Chloé is introducing abed-set collection for the

2012 holiday season at Target. The line titled “Nuit by Chloé” will be sold at three flagship

stores in New York, Los Angeles, and Chicago in limited quantities. The collection is for the

young, working woman, and reflects a style that of her own with both floral and paisley

patterns. The launches will feature local DJ’s and restaurants from their respective cities.

Proceeds from the collection will benefit Habitat for Humanity.

A three city party will take place at their flagship stores October 15, 2012 , in Los

Angeles, 735 S Figueroa St, New York, 1598 Flatbush Ave, and Chicago 1 S. State St.

Chloé will launch their set with a bang, with local DJ’s, food, and representatives from

Habitat for Humanity. Customers who purchase from the line will receive a $10 gift

certificate for their next purchase. The new collection is both the first budget and bedding

design from Chloé.

« We are very excited about the launch and the fact that it is going to a great cause.

We believe that young woman who just landed their first job in the big city will love our

collection. It’s romantic and stylish and embodies the Chloé label, » says the head designer

of the line. The collection will be sold until after the holidays.

###

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History

Gaby Aghion was born in 1921 in Alexandria, Egypt and moved to Paris in 1945 following the

armistice. Described as a ‘dark beauty and a bohemian spirit’ Aghion would run the house of Chloé

until it was bought by the Richmont Group in the mid 1980s.

Prior to Chloé’s launch luxury fashion houses had solely produced haute couture or what

was described as purely couture, designs only available to those that could afford the high price tag

of the Paris boutiques. People who couldn’t afford his designs often bought the less expensive knock-

off. At the time Dior was running the latest trends in fashion and Aghion didn’t agree with them. It

was then in 1952 The house of Chloé was founded.

Aghion coined the phrase luxury prêt-à-porter or ready-to-wear to describe their collection.

She chose the name Chloé for its warm feminine appeal, a mood that was perfectly in unison with

the feeling of post war Paris. Their high quality body conscious clothes were made from fine fabrics

and did not require the structure of corsets and stays so common in that decade.

In its early days Chloé designs defined by an artistic eye for color that would become a

signature of the company. Chloé’s brand of dreamy fluid clothing would lead it to become one of the

symbolic brands of the 1970s, clients included Jackie O, Brigitte Bardot, Maria Callas and Grace Kelly.

Stella McCartney brought a new softer more feminine and romantic look when she was appointed

creative director in 1997. When McCartney left to launch her own label the natural choice for a

successor was her right hand woman Phoebe Philo. Philo introduced more intimate and sensitive

designs, attracting celebrities such as Kirsten Dunst, Natalie Portman and Lou Doillon. Philo has

been credited by some as making the brand of Chloé as cool as in its heyday of the late 1960s and

1970s. Her brand of whimsical femininity mixed with street cool forged Chloé an image that was

‘luxurious, romantic and quintessentially French'. These two new young designers brought a level of

high-impact sexy modernity to Chloé, gaining it legions of fans. This also went on to help rocket the

first Chloé bagto its starry status, heralding the start of the ‘it’ bag trend that would sweep the

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decade. Both McCartney and Philo are vegetarians and neither used fur while working at Chloé.

McCartney did not use leather in any of her designs either.

After Philo’s departure, Paulo Melim Andersson took over for a short tenure until he was

replaced by Philo’s assistant Hannah MacGibbon, with her first collection debuting for SS09. Upon

graduating from Saint Martins in 1996 MacGibbon began working at Valentino in Rome, rising

quickly through the ranks to become Valentino’s first assistant. During her time with Valentino she

learnt the art of couture from one of the last true living masters whilst remaining true to her

London roots of style and modernity.

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Designer

Gaby Aghion Stella McCartney

Phoebe Philo Paul Melim Andersson

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PRESS

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Bibliography

1. http://www.jandofabrics.com/YardageCharts.aspx#Shams

2. http://www.nytimes.com/2012/10/18/fashion/at-chloe-clare-waight-keller-pushes-femininity-forward-but-its-more-modern.html?_r=0&adxnnl=1&pagewanted=all&adxnnlx=1355237601-YVeyNmnATGVGPLMZzbEGVQ

3. http://nymag.com/fashion/fashionshows/designers/bios/chloe/