Fashion Merchandising Promotion PlanBadger DECA

Badger High Schoolzzo South St.

Lake Geneva, WI 53i47Maria DilimanFebruary , 2011

Table of Contents

I. EXECUTIVE SUMMARY .1

II. DESCRiPTION OF THE STORE 2

III. OBJECTIVES 4

IV. SCHEDULE OF EVENTS 4

a. Special events 4

b. Advertising 6

c. Display 6

d. Publicity 7

e. Other in-store activities 8

V. RESPONSIBILITY SHEET 8

VI. BUDGET 9

VII. STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT 9

VIII. BIBLIOGRAPHY 11

IX. APPENDIX 11

• I. EXECUTIVE SUMMARY

The EDUN line created by Bono and Au Hewson to promote “trade not aid” in Africa isone of the many high-end fashion lines stocking the shelves of Bloomingdale’s SoHo.Bloomie’s contemporary image, from its signature black and white tiled floors to the endlessin-store labels such as Gucci and DKNY provides EDUN with the perfect platform to emergeas a leading label. The downtown Manhattan location of Bloomingdale’s SoHo emits theideal atmosphere for EDUN’s casual yet chic fashion wit. EDUN goes back to basics with

• its African-based productions and loose style for “blooming” young adults. The collectionboasts a distinct flair inspired by exquisite Africa. From designer print t-shirts, sexy denimpants, and sleek leather jackets for guys to organic jersey tank tops, wing dresses, andcropped trousers for gals, the EDUN fashion sense ensures a double take. The primary targetmarket for EDTJN is fashion-conscious male and female individuals ranging from the ages of18-35 and with a minimum income of $75,000.

As marketing managers for Bloomingdale’s SoHo, we convened a series of meetings inorder to formulate the best four-week promotion campaign for the EDIJN line. Thefollowing objectives have thus been established:

• Increase popularity of the EDUN line with a higher level of exposure to the fashionindustry

• Increase sales of the EDUN line in Bloomingdale’s SoHo store by 20% and total sales of

• : the store by 10%• • Promote EDUN’s identity in Africa as well as its organic and ethical values

The campaign will begin on September 8, 2011 and end on October 6, 2011. The fall linepromotion will take on the name “Garden of EDUN” to support EDUN’s mission of natural,sustainable fabrics and simple, effortless fashion.

The campaign is packed with fresh ideas from special events to publicity. Featured

• special events include a Luncheon with Bono and Au, Fashion’s Night Out Appearance,Reusable Brown Bag giveaways, and NYU discount cards. The lineup for publicity andadvertising is a special SoHo appearance in the New York based series Gossip Girl, and a one-page ad in the popular Nylon Magazine. The in-store campaign includes a new design for theEDUN designated floor space and weekly employee meetings.

Although these events will be costly, Bloomingdale’s has a target market of higher-basedincomes. Thus the budget, as detailed in the plan, is estimated to be $47,565.

The four week campaign will benefit the store by increasing popularity of the line as wellas the store which will lead to an increase in revenue. This will be accomplished by the fresh

• advertising and promotions detailed in the project. Introducing urban outfits to the high-endclothing realm of Bloomingdale’s will spark a flame in the world of fashion.

H II. DESCRIPTION OF THE STORE

Beginning with hoop skirts then transforming into one of the top stores of modern

j fashions, Bloomingdale’s began in 1861 in New York. Brothers Joseph and Lyman

Bloomingdale started the company by selling hoop-skirts on the Lower East Side, and in 1872

they opened the first Bloomingdale’s store at 938 Third Avenue. They quickly found out that

hoop-skirts were on the out, so they began selling the hot new trend of corsets along with

European fashions. When the store moved to 59 Street, it was built with large display windows

that were used to promote new items.

Soon enough, Bloomingdale’s popularity was growing so

quickly that the store branched out to other locations, now at 26 different

sites. It wasn’t until 2002 that they decided to open a branch in the up-

I and-coming neighborhood of SoHo (short for “South of Houston”).

Bloomingdale’s SoHo is located at 504 Broadway between Broome and

Spring streets in New York City. It is a six level store that offers a

‘: variety of departments including men’s and women’s apparel, shoes, and

home accessories.

The store is open seven days a week, Monday to Friday from 10 A.M. to 9 P.M.,

Saturdays from 10 A.M. to 8 P.M. and Sundays from 11 A.M. to 7 P.M. The target market is

upper class women in their upper twenties to late fifties. The price range is mid-range to high

end. Designer labels in the SoHo location include Zac Posen, Diane Von Furstenberg, Thomas

Burberry, Calvin Klein, DKNY, Marc Jacobs, Juicy Couture, and Miss Sixty.

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Anotherone of these labels is EDUN. The company was started in 2005 by Bono and his

wife Au Hewson. Their goal was to encourage trade-not-aid with Africa

by manufacturing 80% of their products in Africa, mainly Tunisia,

Tanzania, and Kenya. Bono and Ali’s goal of going back to basics was

made clear when they produced the fashion line name EDUN: nude

LIVE 3. spelled backwards. The line uses organic and sustainable materials when

possible, even though their main mission is to promote trade-not-aid. This

concept is designed to promote the African economy, which will increase the standard of living.

It is not charity but will continue to improve the lives of natives.

Under their brand, Bono and his wife started EDUN Live, a t-shirt line made exclusively

in Africa, called the “grow-to-sew” initiative. For the EDUN Live project, EDUN partnered with

•Made Africa, an independent charity working to promote sustainable fair trade and educational

projects in Africa. The t-shirts consisted of hand drawings made by children in the Bidii School

located in Kibera, Kenya, one of the largest slums in Africa.

All of the proceeds from EDUN Live went back to the Bidii

School.

EDUN has a target market of men and women between

the ages of 18-35 with an annual income higher than $75,000.

The clothing would be described as trendy, loose, and casual yet sophisticated: leather and denim

pieces for the guys and for the girls a chiffon or jersey tank top paired with shorts. Not only

casual, the EDUN line also boasts baggy wing dresses, urban cover-ups, and classy accessories

such as scarves and hand-made bracelets that bear the EDUN label. The pieces in the collection

usually fall between $45 and $300.

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H iii. OBJECTIVES

For this fashion promotion plan, we will focus on EDUN’s fall line at Bloomingdale’s.

All of our advertisements, displays, and promotions will focus around the theme of “The Garden

of EDUN.” We chose this theme to promote the idea of world trade that is key to the EDUN

brand, as well as increasing fall sales by using the proximity of Bloomingdale’s SoHo to NYU

and its “blooming” young neighborhood. To do this, our team came up with the following

objectives of:

• Increase popularity in the urban realm of the EDUN line with a higher level of exposure• to the fashion industry

• Increase sales of the EDUN line in Bloomingdale’s SoHo store by 20% and total sales ofthe store by 10%

• Promote EDUN’s identity in Africa as well as its organic and ethical values

IV. Schedule of Events

A. Special events

1. Fashion’s Night Out 2011 NYC

Kicking off the fall promotion for EDUN, Bloomingdale’s SoHo will

-i participate in Fashion’s Night Out on September 8, 2011. The nightI,

is pumped up with designers, celebrities, and upcoming fashions.

Bono and Ali will be present at Bloomingdale’s SoHo in order to

market their fresh fall line for EDUN. This premier night will be the perfect start for the

“Garden of EDUN.”

2. NUDEfor EDUN

Customers who buy merchandise from the EDUN brand of $250 or more will receive an

invitation to the “Garden of EDUN” themed party on October 7, 2011, from 9 P.M. to midnight.

The party will take place on the third floor of Bloomingdale’s SoHo. Guests will receive

complimentary Appletinis and “forbidden fruit trays”. Guests will be requested to wear “Adam

and Eve” costumes, and those voted on as best dressed will receive a special prize.

3. Luncheon with Bono and All

In order to promote sales specifically for EDUN and utilize the celebrity ownership of

Bono and Au, with each purchase of five hundred dollars or more, the customer will be entered

into a drawing for a personal luncheon with Bono and Au in Café 504 located on the second

floor of Bloomingdale’s SoHo for them and a friend. The contest will begin on September 8 and

the drawing will follow the ending of the four-week Garden of EDUN line promotion campaign

• on October 6. The luncheon will take place on Saturday. October 8.

4. Reusable Brown Bag

• First designed by Massimo Vignelli in 1973, the iconic Brown Bag has

since been trademarked by Bloomingdale’s. As a gift, each customer

who purchases any piece from the EDUN line will receive a free re

usable brown bag signed by Bono. This will be during the limited four

week period of the “Garden of EDIJN” promotion while supplies last. Not only will this

promote sales for the EDUN line, but it will continue to promote Bloomingdale’s in the hands of

fashion trendsetters walking the streets of New York.

5. NYU Student Discount

Bloomingdale’s is easily accessible for New York University (NYU) students with less

than a ten minute walk down Broadway. NYU’s fall classes begin on September 6 for the 2011

school year; no doubt students will be looking to update their wardrobes for the new school year.

Since Bloomingdale’s wants to shift its target market towards the coming-of-age generation,

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during the four-week Garden of EDUN campaign, NYU students will receive a 10% discount on

any in-store purchase by simply scanning their student id. This will increase the popularity of

the EDUN clothing line and create trends that will spread through city and beyond.

B. Advertising

1. Nylon Magazine Ad

We will place an ad in Nylon Magazine for the September 2011 issue. The ad will

N feature the slogan “Out of Africa, Into Bloomie’s.” The ad will have

3’information on the activities going on at the Bloomingdale’s SoHo

Ilocation as well as a model wearing a piece from the fall line, “Garden

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of EDUN.” Our signature will consist of the Bloomingdale’s and-,

. Facebook logos.

2. Gosszp Girl

After a meeting with Josh Schwartz, executive producer of the

hit CW show Gosszp Girl, he agreed to film a scene for the first

episode of season five (due to air on Sept. 12) at Bloomingdale’s

SoHo, showcasing the EDUN line. The episode will show characters shopping inside of

Bloomingdale’s SoHo and wearing a piece from the EDUN collection later in the episode. We

will be providing the show five EDUN looks and a three hour time-frame to shoot the episode

where we will have to close off part of the store. The filming date has yet to be decided.

C. Display

1. Storefront

The architecture at Bloomingdales is second to none and we would like to leave our mark

boasting of the EDUN Line. The two main display windows on the main level will feature the

slogan, “Welcome to the Garden of EDUN.” One window will feature a woman’s EDUN look,

while the other a men’s look. Both will emit a Garden of Eden atmosphere with trees made out

of sustainable or recycled items and leaves hanging from the ceiling. On the top windows, every

other rectangular window will feature photos of models and celebrities adorned with pieces from

the new fall line, including EDUN Live t-shirts.

2. Store Layout

• We will leave the store layout mainly untouched except for the third floor where the

EDTJN line will be featured. The line will take over the northwest corner of the floor,

approximately 1500 square feet. It will feature four mannequins and similar posters to the ones

featured on the exterior of the store.

D. Publicity

1. Social Networking

We will remodel the Facebook page for the Bloomingdale’s SoHo location. The page

will include updated events, discussions, and photos of everything happening at the location.

Hopefhlly it will serve as a model for other Bloomingdale’s locations. On top of the new

Facebook page, we will also create a Twitter account for the SoHo location, offering the same

promotions as the Facebook page. Both will include special deals such as coupons and sales for

• Facebook and Twitter users. Tweets will go out daily promoting the upcoming special events.

• 2. Press Release

•We will issue a press release to local media outlets (such as Social Life Magazine, New

York Magazine, WNBC 4, WPIX TV 11, and New York Daily News) in the SoHo area as well as

to other areas of Manhattan. The press release will have information about Bono and Ali’s visit

to the Bloomingdale’s SoHo location on September 8, 2011 for Fashion’s Night Out.

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E. Other in-store activities

1. Trainingfor Employees

We will hold weekly Monday morning meetings thirty minutes before the store opens to

clarify plans for the week and designate jobs for special events and promotions. The meetings

will also offer an opportunity for employees to give feedback as to how the promotion is going

and discuss room for improvement.

V. RESPONSIBILITY SHEET

1. Store Manager(1) Mark Tomlin

1. Organize and conduct weekly Monday meetingsEmployee Title Duties and Responsibilities

2. Confirm Au and Bono’s arrival for Fashion’s Night Out (September8)3.Confirm “Luncheon with Bono and Ali” (October 8)4 Confirm the NUDE for EDUN promotion (Sept 17)

2. Store Supervisors(7)

4. Contact Josh Schwartz to verify filming the scene on Gossip Girl5. Submit one-page spread layout to Nylon Magazine

1. Execute in-store layout design and window display2. Create Bloomingdale’s Facebook and Twitter pages3. Supply Sales Associates with reusable Brown Bags4. Monitor employee performance and sales5. Contact and organize four models for Fashion’s Night Out

6. Monitor lines for NUDE for EDUN and control who gets in

3. Sales Associates 1. Remind customers of the Brown Bag promotion and NYU studentdiscount

(55) 2. Incorporate friendly personal selling tactics3. Assist with Fashion’s Night Out4. Assist with monitoring NUDE for EDIJN as well as handing outinvitations to customers who spend over $2505. Aid customers in locating merchandise6. Keeping organized store environment

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VI. BUDGET

After meeting with Mark Tomlin, the store manager, we have calculated the following

expenses for the events during the four-week campaign. These are estimates based on researched

costs.

Financial plan Cost1. Fashion’s Night Out $5000 x 4 models

Includes models, food for Bono and Au as $250 for food and beverageswell as the models, make-up and hair $250 for other expenses

Total: $20,5002. NUDE for EDUN $2.95 per person for fruit x 100

Includes food and beverages (using Scott’s $15 per person for drinks x 100Food Court Catering) Total: $1,7953. Luncheon with Bono and Au $60 x 4 meals

Four meals from Café 504 Total: $2404. Reusable Brown Bag $1.52 x 1000 bags

Order brown canvas bags for first 1000customers to buy from the EDUN line Total: $1,5205. Nylon Magazine Advertisement $17,530 x 1 page

One-page spread in color Total: $17,5306. Gossip Girl Scene $256 (on average) x 5 outfits

Five outfits given to costume designdepartment for Gossip Girl cast Total: $1,2807. Window Displays $75 x 20 posters

Print cost and design cost, main window $1,000 for construction of windowsdisplay materials $2,200 for design cost

Total: $4,700

GRAND TOTAL ESTIMATION $47,565.00

VII. STATEMENT OF BENEFITS TO THE RETAIL ESTABLISHMENT

The “Garden of EDUN” fashion promotion plan for Bloomingdale’s SoHo is sure to

benefit not only the EDUN line but also the entire store. Using the EDUN line as a starting

point, the line will draw in a younger clientele from the SoHo area and will help show that

Bloomingdale’s is not just for the older client. We believe this plan will help expand the target

market and redefine the store. We would like the store to not only continue to compete with

Macy’s, Barney’s, and Bendel’s, but also Urban Outfitters, Anthropology, and other small but

edgy boutiques in New York and other metropolitan areas.

The appearance by Bono and Au in the store for Fashion’s Night Out will increase

revenue, bring in new customers, and create a buzz in New York. It will also get the word out

about the benefits to Africa and its connection to the clothes by in-store posters and

advertisements.

• By giving discounts to local NYU students, Bloomingdale’s SoHo will see a fresh group

• of customers. The fact that the promotion will be happening just as school is starting will

• encourage them even more to buy EDUN pieces to complete their back-to-school look. The Re-

• usable Brown Bag promotion will put Bloomingdale’s name in the hands of hip young customers

• as well as promote the current trend of giving back to the world, which fits perfectly with the

• EDUN line.

• The use of the popular television show Gossip Girl will help promote both the store and

• Bono’s line and his mission to help Africa to young people across the country, and will

specifically reach out to people in New York. The Nylon Magazine ad will have the same effect

as it is also popular with younger, edgier people who would not normally shop at

Bloomingdale’s.

All of the above promotions and advertisements, along with the NUDE for EDUN

promotion, store atmosphere, and social networking, will help to achieve the goals our team has

set. By using this campaign, Bloomingdale’s SoHo will not only see an increase of sales but also

adapt to meet the younger, edgy world of fashion, just like it did 1872 when they met the needs

of the ever-changing fashion world.

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VIII. BIBLIOGRAPHY

“Bono Offers Clothing with a Conscience - Entertainment - Music - TODAYshow.com.”

TODAYshow.com. Ed. Associated Press. 15 Mar. 2005. Web. 15 Dec. 2010.

<http ://today.msnbc.msn.comlid/7 1 82840/ns/today-entertainment/#>.

Tishgart, Sierra. “Mingle with Designers at Bloomingdale’s in Soho on Fashion’s Night Out:

Talking Fashion: Style: Teenvogue.com.” Teen Vogue. 30 Aug. 2010. Web. 15 Dec.

2010. <http://www.teenvogue.comlstyle/blogs/fashionl2010/08/mingle-with-designers-

at-bloomingdales-in-soho-on-fashions-night-out.html?printable=true>.

“Bloomingdale’s - Press Releases.” Shop Bloomingdales.com. 17 Oct. 2002. Web. 15 Dec. 2010.

<http ://www.bloomingdales.comlabout/company/press/detail .ognc?newsID3 1>.

IX. APPENDIXContact:

Press Release Maria Dilimanmd.EDUN@bloomingdales.com

FOR IMMEDIATE RELEASE: 504 BroadwayNew York, NY 10012

Fashion’s Night Out features Bono and Au’s EDUN 212-729-5900

New York New York—August 15, 2011 — Fashion’s Night Out is the highlight of the fall season

when stores across Manhattan open their doors past normal hours for a night sure to be in every

shopaholic’s dreams.

Celebrities, designers, and models flood the stores to promote their favorite lines. The date is set

for September 8, 2011.

Bloomingdale’s SoHo is not left out of the party; the store will be featuring EDUN’S new fall

line the “Garden of EDLTN.” The fall line will be going back to basics just as EDUN’s owners,

Bono and Au Hewson, intended when they created the brand in 2005.

Bono and Au will be present the whole night to promote EDUN and its ethics. EDUN apparel is

based out of Africa to promote “trade not aid.” They incorporate sustainable and organic

materials for their clothing as much as possible.

Fashion Merchandising Promotion Plan

Marcus High School DECAMarcus High School5707 Morriss Road

Flower Mound, TX 75028

Kathryn GainesApril 30, 2011

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Table of Contents

I. Executive Summary 1

II. Description of Store 2

III. Objectives 3

IV. Schedule of Events 3

A. Special Events 3

B. Advertising 6

C. Display 7

D. Publicity 8

E. Other In-Store Activities 8

V. Responsibility Sheet 9

VI. Budget 10

Vu. Statement Benefits to the Retail Establishment 10

VIII. Bibliography 11

#44

EXECUTIVE SUMMARY

About H&M:H&M is an international clothing store with one goal: to offer quality

and fashion at the best price. The store opened its first store in Sweden in1947 and has since moved worldwide, notably to the United States in2000. H&M is frequently recognized in fashion magazines as a store thathas the latest styles for reasonable prices. Though H&M currently catersto sizes 2 to 14 and S to L, H&M has determined that brand expansion intoplus sizes 14 to 24 and XL to 3XL to be a promising strategy. With theintegration of sizes 16 to 24 in the store, H&M will kick off a promotionalcampaign in the United States with the release of the 2011 Fall Line,advertising the release of the new additional sizes.

Goals for the year following the promotion:• Increase number of customers by 30%• Increase total profit in the United States from the addition of plus

sizes by 10%, in addition to the projected annual 15% increase, fora total of 25% increase in profit

• After having great responses from the addition of new womensizes, H&M will next look to incorporate men’s plus sizes

Promotional Campaign:The campaign will be a national campaign throughout all H&M stores

in the United States. The campaign will have two parts: promoting thenew fall fashion line, while incorporating the promotion of the new sizes.The campaign will be themed “Leaves Aren’t the Only Things Changing,”and will span four weeks, beginning in mid-August and ending September15. The campaign will advertise the new sizes, while avoiding the blatantsingling out of plus size women. Primary promotions will occur throughour customer database, appearances in NYC Fashion Week, Universityevents, scholarship opportunities, internet advertising, and in-storepromotions. In addition to planned advertising and promotions, all storeswill undergo modified displays.

Budget:After assessing the figures from previous sales years, H&M is expected

to have a profit in the United States of approximately $1.3 billion dollarsfrom the 2010 sales year. From this profit, H&M will invest $879,975 inthe four-week plus size/fall line promotion. This should result in a 25%profit increase for the year directly following the promotion, with totalprofit up to $1.62 5 billion from United States sales.

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II. Description of the Store

H&M is an international retailer, selling clothing, accessories, and

cosmetics. The store is dedicated to providing high quality products while

maintaining low prices for their customers. H&M’s target market is

anyone with an interest in fashion, including women, men, and children.

The store offers an extensive variety of clothing as well as constant

shipments of new things, easily catering to all tastes. The company

launched its initial store in Sweden, and is still exploring new markets

today. H&M can now be found in 35 markets and has 1,988 stores

worldwide. The United States ended the 2009 sales year with 189 stores,

but has since opened several more and has plans to continue the growth.

The United States stores are predominately located on the East Coast

and/or in large cities. However, H&M is in a minority with many retailers

today in that it does not offer online shopping for American consumers.

H&M remains a special treat to shoppers because what is found in the

store can be found nowhere else, adding a unique feeling about

purchases.

H&M has recently explored alternative additions to enhance their

sales. The headquarters have come to the consensus that the addition of

plus sizes will increase overall sales and contribute to the targeting of “all

who appreciate fashion.” H&M has embraced the expansion of sizes based

on surprising, current statistics. The average sized woman in the United

States is a size 14; 67% (75 million) of American women wear a

a size 14 or larger. Surprisingly, only 17% of apparel is made for size 14

or larger, limiting options for plus size shoppers. Currently H&M only

produces women’s sizes ranging from 2 to 14, similarly, small to large in

tops. With the addition of plus sizes H&M will increase its clientele,

targeting an increase in profit margin as well. With the addition of the

new sizes, H&M will now compete with retailers that also sell similar

sizes, such as: Forever 21 (Faith 21), Target, and Torrid. Through the

innovative H&M Fall 2011 fashion promotion, the store hopes to gain the

advantage over these competitors.

III. Objectives

Through H&M’s two-part promotion, “Leaves Aren’t the Only Things

Changing,” the popular brand has discussed three main objectives to be

achieved in the first year after promoting:

• Increase number of customers by 30%

• Increase total profit in the United States from the addition of plus

sizes by 10%, in addition to the projected annual 15% increase, for

a total of a 25% increase in profit

• After having great responses from the addition of new women

sizes, H&M will next look to incorporate men’s plus sizes

IV. Schedule of Events

A. Special Events

After evaluating the typical H&M shoppers, it has been

determined promotions need to be geared toward a range of

teenagers to thirty-year olds, with the full range of sizes. Young adults

are our largest group of shoppers. Each event or mode of promotion

has been designed to attract a particular group of the identified target

markets.

The first promotional event will target the teenage shoppers,

particularly of high school age. The event will be the ‘H&M

Scholarship” offer, with the application available on the website, as

well as advertised through Fastweb Scholarships (a popular

scholarship online database for high school seniors). The scholarship

will be available for rising college freshmen interested in pursuing a

career in fashion. The application will require an essay based on “A

time you felt out of place,” as well as mandatory registration for the

H&M mailing list. There will be five scholarship winners, first place

awarded with $10,000; second and third - $5,000; fourth and fifth -

$2,500. Applications for the scholarships will open the third week in

August and will close September 15.

The next promotional event will target our newly acquired

plus size shoppers. H&M will participate in NYC’s Fashion Week by

modeling the new line in OneStopPlus.com’s plus size fashion show.

The fashion show appearance will directly advertise the addition of

plus sizes, as well as gain publicity from fashion media, which will

help reach a broader audience. In addition to participation in the plus

size fashion show, H&M will have representatives at a booth

be set up the entire week. These representatives will be there

primarily to further excite shoppers. NYC Fashion Week will take

place September 8 -15 and will preview looks for Spring/Summer of

2012. The “Leaves Aren’t the Only Things Changing” campaign will

conclude here to excite interested shoppers for prospective buys for

future seasons. At this point in the campaign, word will be out

regarding the fall line, so therefore this event serves primarily to

interest our plus size shoppers, assuring H&M’s new sizes are a

permanent addition.

The last promotional event, University to University, will take

place at universities throughout the nation: Ohio State University,

University of Minnesota, University of Central Florida, University of

California Los Angeles, University of Washington, and Boston

University. Not only are these some of the largest public and private

universities nationwide, they are also located in cities with at least

one H&M store or a store location nearby. This event is geared toward

our college student market, stimulating an interest in the new fall line.

In addition to reaching young adults, statistics show that 34% of

Americans (20 years and older) are overweight; allowing the fashion

shows to reach both markets. Fashion shows will be held at the

universities. All attendees will receive promotional, fall-themed

coupons. The models will be all sizes and model different looks. At the

conclusion of fashion show, the H&M University to University

competition will be announced to the student bodies. The competition

will begin September 1st and include the six universities who

participated in the fashion shows. The university students will have

two weeks to purchase fall-line items. At the time of purchase,

students will identify the university they attend, by showing a student

ID, to the store. At the end of the two-week period, stores will tally the

sales sold from the students and corporate offices will compare

results between participating schools. The school with highest total

dollar sales will win a free private concert by OneRepublic.

B. Advertising

Through today’s low-expense advertising, H&M will focus on

capitalizing on online advertising beginning August 15. H&M will use

all of the resources to not only promote the new line, but also inform

people of upcoming events and promotions. H&M will advertise both

the fall line and new sizes on their Facebook fan page. H&M will

continue advertising via social networks through their capitalization

on Twitter by creating an account. H&M will select one item a day

from the new line to advertise on Twitter, Facebook, and the already

existing H&M app. H&M will showcase this item by incorporating the

item into three different looks and displaying the samples on these

media outlets. Through these updates, “fans” will be notified of the

premiered item daily. H&M will also purchase a banner ad on

OneStopPlus.com, an online “shopping mall” for plus size shoP4

addition, H&M will send e-mail blasts to the customer database; the e

mail will include the monthly newsletter with a feature article about

the new sizes. Another method of advertising involves the purchase of

Google key word association, meaning when “plus sized clothing” (or

something similar) is searched in Google, H&M will be a top result.

The final method of online advertising will come from the promotion

released online through Groupon. Groupon members will choose to

accept H&M’s proposed “deal,” and then print their voucher and bring

into H&M stores to enjoy for discounted shopping. The “deal” will be

proposed one day near the beginning of the campaign and will be

applicable to purchases for the remainder of the promotion.

In addition to online advertising, H&M will continue their other

modes of advertising including: print ads, television commercials, and

outdoor advertising. One change that will come about through this

campaign is the addition of scan icons on the magazine ads; these

icons allow SmartPhone owners direct access to the H&M home page

their cell phones.

C. Display

A unique aspect of the “Leaves Aren’t the Only Things

Changing,” campaign is the assimilation of the new sizes into the rest

of the store’s sizes. H&M’s overall goal is to find a balance of

promoting the new sizes without offending the women who wear the

new sizes. Sizes will not be split into different areas of thestor

women’s sizes will be placed on racks together, for we want all

women to feel equal. In order to further equalize women, H&M will

invest in larger mannequins, which will be placed and dressed on

display along with the current mannequins. Large signs will be

purchased for front windows reading, “Now carrying sizes 2-24.” In

order to satisfy the fall portion of the campaign, all displays will be

changed to reflect the fall season. All store displays will coordinate

our methods of online advertising in order to also feature the “Item of

the Day” in stores. All stores will have three mannequins displayed

with the item while incorporating the item into a “different look”. In

store changes also include the playing of the hit CD “Waking Up,”

recorded by H&M’s partner band: OneRepublic.

D. Publicity

Press releases and media kits will be sent to fashion magazines

such as: Marie Claire, Seventeen, and Elle. These releases will be sent

to the companies in June, so articles may be published in the August

editions of the magazines. In addition to the magazines, all of these

companies have websites as well as iPad/iPhone/iPod apps that

constantly update with fashion trends and news.

E. Other In-Store Activities

With the strong emphasis on this campaign, H&M believes it is

important to have store employees motivated as well. Not only will

the employees be enthusias:ic about the sales, they will also

new fall line while at work. As further incentive for the employees

during the four-week period to succeed at work, a contest will be held

in order to determine which employee can sell the most clothing

items. When customers checkout, they will be asked to identify the

employee who helped with the sale for the day, and if plus-sized, that

employee will receive two credit marks for each plus-sized item

purchased. For all other clothing purchases, each sales employee will

receive one credit mark. All employees will rotate positions in the

store, allowing for equal opportunity to influence the same number of

sales. At the end of the period, the sales associate with the highest

number of items sold from each store will receive a $200 bonus.

V. Responsibility Sheet

A. Corporate Offices• Set up appearance in NYC Fashion Week, particularly modeling

in OneStopPlus.com’s show• Set up scholarship application on Fastweb and determine

winners• Approval with OneRepublic for private concert and verification

of CD playing throughout stores; purchase CDs• Send media kits to identified companies in June• Decide on universal display materials and items for all stores• Subscribe to Groupon and assign regional managers meetings

with Groupon representatives to create reasonable promotion• Determine Item of the Day and update Twitter, Facebook &

H&M app daily• Purchase banner ad for OneStopPlus.com• Specific Assignments regarding: Columbus, Minneapolis,

Orlando, Los Angeles, Seattle & Boston locations:1. Contact six universities and arrange for fashion show to

be held first week of September2. Order promotional fall coupons for handouts at shows3. Split assignments and organizations between all

managers in same city and implement a systemcounting student purchases for contest

9

• Send e-mail blasts• Purchase Google key-word association

B. Store Manager• (Specific to six cities) Participate in University fashion show

• Hold in-store meeting on July 29th

• Order necessary merchandise to stock stores

• Order display arrangements (mannequins, signs, fall

arrangements, and CD) from headquarters• Order Fall Catalogs to leave for shoppers at cashier

C. Assistant Managers• Design store displays when decorations arrive

• Review acceptable outfits for employees to wear; all fall line

items• Review and record sales count for employee contest daily

D. Sales Associates• Wear fall line outfits when working• Rotate working sales floor; when working, encourage

customers to try new items and educate about new sizes

VI. Budget

1romqiona1 Jyeflt

CD Purchases 1 .500.00

Private Concert Set Up I O.000.00

OneRepublic Fees 1 OOMOO.O0

Plus Size Mannequins 1 34375M0

• Additional Fall Display I 07.500.0()

New Sizes” Banners 43000.00

Show Costs for all 60000.00UniversitiesBanner Ad — 5.000MO

• OneStopPlus.comGoole Word Association 600.00

Scholarship Awards 25.000.00

Sales Bonus 43.000.00

Participation in Show 300,000.00

• Booth and Table Space 50.000.00

Total Costs $879,975.00

10

VII. Statement of Benefits to Retail Establishment

In addition to the rewards this campaign hopes to achieve through

meeting its objectives, H&M will become an even further respected name

in the fashion industry. Through the introduction of the new sizes, H&M

will expand its target markets, and be known as a store anyone can enjoy.

As a result of carrying out this campaign and with the addition of the new

sizes, H&M will have expanded its target market to meet one of the

company’s primary missions, to satisfy “all who appreciate fashion.” The

two part promotion will attract a new group of shoppers as well as

increase excitement amongst all shoppers; resulting in increased profits.

VIII. Bibliography

• http://www.hm.com/us/#/startns/

• http://www.doughroller.net/education/the-1 0-largest-

universities-in-the-united-states/

• http://www.cdc.gov/nchs/fastats/overwt.htm

• http://www.channelone.com/video/

• http: //www.nvcfashioninfo.com/fashion-week.aspx

• http://www.saddle-records.com/studio rates.htm

• http://women.timesonline.co.uk/tol/life and stvle/women/fashi

on/artic1e5622399.ece

• http://www.groupon.com/learn

11

#41

FASHION MERCHANDISING,PROMOTION PLAN

I

4

White House DECA

508 Tyree Springs Rd

White House, TN 37188

“€J3oA&9iwe

DDiard

Molly Alexander

February 4, 2011

White House High School

O41

Table of Contents

I. EXECUTIVE SUMMARY 1

II. DESCRIPTION OF STORE 2-3

III. OBJECTIVES 3

IV. SCHEDULE OF EVENTS 3-7

A. SPECIAL EVENTS 3-5

B. ADVERTISING 5-6

C. DISPLAY 6-7

D. PUBLICITY 7

E. OTHER IN-STORE ACTIVITY(IES) 7

V. RESPONSIBILITY SHEET 7-8

VI. BUDGET 8-9

VII. STATEMENT OF BENEFITSTO THE RETAIL ESTABLISHMENT 10

VIII. BIBLIOGRAPHY 10

IX. APPENDIX 11

I. Executive Summary

It is a memory of high school that is not quickly forgotten. It is a momentous occasion that manyteenagers look forward to from the time they enter high school. It is none other than the Senior Prom.Prom is such an exciting and memorable time especially for a teenage girl. Preparing months in advance;girls want to find that “perfect dress” that matches their unique personality. Diliard’s has a wide varietyof designer dresses to choose from. The ‘oi promotional campaign is designed to give girlsthe access to get their unique, one- of- a- kind prom dress while giving them a memorable experience.‘€i1t Ot” will take customers down the streets of New York City to a vintage boutique where theycan find their dresses and prom accessories. This campaign was designed with a focus of accomplishing3 objectives.

• To increase sales by 20%• To ensure the target market receives a one- of- a- kind experience• To attract new clientele and create long- lasting relationships with the

customers

Although Dillard’s is a department store that can service a wide variety of customers from men,women, to infants and provide for the customers’ clothing, intimates, beauty and even household needs,this campaign will be focused on a smaller segment of the store’s overall target market. The ‘lotL

Oivty” campaign will have a target market of females between the ages of 14 to 19 with a parentalsupported household income of $45,000 and higher. All promotional events and advertisements will befocused to this specific group of customers. The campaign will be built around five special events withthe “Style is Forever” fashion show and the “Style 101” two-day event being the primary emphasis.These two events will work together to provide the customers with a one- of- a- kind look from the dress,to the hair and even the make-up; all of which can be provided at the local Dillard’s store. A sweepstakeshas been created for all customers making a prom- related purchase during a designated period. “Cruiseto Prom in Style” is the sweepstakes providing the chance for a limo ride to prom for one randomlyselected customer. Additional special events to supplement the campaign include two promotionaldiscounts for the customer as well as a referral promotion.

The special events of the campaign cannot work alone; therefore advertising is important in orderto communicate to the target audience about the events and special promotions. This campaign willutilize direct response mailing to local customers’ lists, as well as social networking sites such asFacebook along with the national Dillard’s website. A specially designed mobile application will becreated to provide an inventory of all prom styles at the customers’ fingertips. National print ads will beplaced in national publications such as Teen Vogue and Seventeen to support each local store’s effort.

The campaign’s promotional efforts will continue with a complete reconstruction of the junior’sformal dress department into a New York style boutique from the professional lighting, wall displays andthe mannequins. This will bring the Vintage appeal to life for the customer as they visit each individualDillard’s location. The employees will be motivated to add to this memorable experience by providingthe ultimate level of customer service through the development of an incentive and bonus program. Thispromotional campaign can be implemented in more than 300 stores across the nation for a total cost of$1,716,063; with each local store only having to pay $5,700 from the local store’s promotional budget.The benefits that result from the implementation of this campaign will far surpass the initial investment.A memory will be created that will result in a loyal Dillard’s customer. A vintage experience for ateenage girl looking to stand out in a crowd.

DlliaffThThe Style of Your Life.

1

II. Description of Store

Dillard ‘s is an upscale department store chain with more than 300 locations in twenty-

nine states. Dillard ‘s sells a diverse collection of merchandise from designer clothing to

furniture and bedding. Since 1938, Dillard’s has

focused on offering attractively- priced, national

brand merchandise. Today, a major part of

Dillard’s marketing philosophy is based off the

founder William Dillard’s keen interest in retail

and awareness of the value of effective advertising in building a business.

In the early 90’s, Dillard’s moved to a more balanced pricing approach. The pricing

strategy was designed to create loyalty and confidence among Dillard ‘s customers. This has

proven effective in the multiple departments Dillard ‘s offers. Dillard ‘s offers designer brands in

women, men, juniors and children. They also have a formal wear department which focuses on

evening wear and prom dresses. This department, in connection with the Juniors’ department,

will be the focus of the proposed fashion promotional plan.

Dillard’s major competitors include Macy’s and J.C. Penney’s. Due to the recent

economic recession, additional competitors include Kohl’s, Target and other discount retailers.

Dillard ‘s target market includes middle- to upper-class consumers with premium-priced brand

clothing and private label clothing, accessories, cosmetics and home goods. This targeted group

of consumers has an annual household income of $45,000 to $79,999. The upper class annual

income of the targeted consumer is $80,000 and higher. Therefore, the shopping experiences,

along with the high quality brands, are important in the consumers’ purchasing decisions.

DillaniThe Style of Your Life.

7

Therefore, this promotional plan will focus on communicating a unique experience to assist

Dillard ‘s in standing out among the larger retailer competitors.

III. Objectives

This promotional campaign is designed to reach teenage girls between the ages of 14 to

19 with a parental supported household income of $45,000 and higher. The campaign is focused

on providing this target market a shopping experience uncommon in the typical department store.

Shopping for the perfect prom dress has grown into a memorable experience for most young

girls including months of planning and many shopping visits. Teenage girls want to find that

one- of- a- kind dress made just for them. Therefore, the shopping experience provided by

Dillard should be one- of- a- kind. The idea is to transform ordinary racks of formal dresses

and accessories into a unique, vintage- style boutique, taking the customer to another place as if

they were walking through the streets of New York City finding the perfect dress for prom. The

campaign will focus on achieving the following objectives:

1. To increase sales of formal wear by 20% over last prom season

2. To ensure the target market receives the personal attention they deserve to have their one-

of- a- kind prom look

3. To attract a new clientele and create lasting relationships with customers

IV. Schedule of Events: Promotional activity(ies) must include the following:

A) Special events:

1. “Style is Forever”: There will be an in-store fashion show located in the juniors

department on March 5, 2011. The customer will be able to view current prom styles and

receive ideas on how to get her one- of- a- kind prom look. There will be a model search

at select Dillard ‘s to pick the girls who will be in the fashion show on February 12, 2011.

Di1aniThe Style of Your Life.

3

Ten girls will be selected to appear in the fashion show at their local Dillard’s. To be

selected, girls will put together their own prom look from the Dillard’s selection. The ten

most unique, one- of- a- kind outfits will be selected to appear in the fashion show.

2. “Style 101”: There will be a two- day event, March 4-5, 2011, inviting girls to get

advice and assistance for obtaining their one- of- a- kind prom look.

i. Sales consultants will be available to assist the customer in finding the right

dress and accessories to go along with their selection.

ii. The juniors department will partner with the make-up department. Consultants

will be able to help girls get make-up advice that matches their personality

and the look they are trying to create for prom. The make-up department will

be there to help assist the customer in making their shopping experience even

more memorable.

iii. Dullard’s Salon and Spa will assist each customer to create her perfect one-

of- a- kind look.

3. “Cruise to Prom in Style”: The customer will automatically be entered in a drawing

when they purchase a dress for a chance to win a limo for her and six of her friends to

arrive in style to their prom. The drawing will begin January 10 through March 21,

2011. The winner will be randomly selected at each Dillard ‘s location and announced

on March 26, 2011.

4. Special offer: $10 off purchase

of prom accessory with

purchase of dress.

Di1aniThe Style of Your Life.

4

5. Referral Card: When customers purchase a dress they will receive “Style Points” to

give to their friends. The recipient will then present the “Style Points” and receive $

(15) off their purchase and the customer will then receive a twenty dollar gift card

through the mail.

13) Advertising:

1. Direct Response Mailings: Dillard’s will be mailing through the postal service “Prom

Guides” to current credit card holders who have purchased items from Dillard ‘s junior

department informing them about upcoming events during the campaign.

This promotional booklet will contain the upcoming events, prom dresses and different

options for ideas on hair and make-up for the target market to try. It will be a mini-

catalog presented in a magazine format that will be teen- friendly.

2. Magazine Ad: There will be an ad placed in the

following fashion magazines with a target market

focused on girls between the ages of 14-19. The ad

will showcase the atmosphere of the promotional

event. The ad will contain information about where

girls will be able to find various offers and events

available at Dillard ‘s during this time. The ad will

be placed in Seventeen and Teen Vogue.

3. There will be a mobile application created for easy

access to all the prom items available at Dillard’s

right from your mobile phone. The mobile application will allow viewers to browse

items, view the current prom styles, and create their own prom look with the dress-up

Di1The Style of Your Life.

5

feature on the site. This provides an instant shopping companion. It will allow

customers to pre-shop at Dillard ‘s while also providing them with instant comparison-

shopping while at nearby competitors.

4. Social Networking: There will be a Facebook page created to showcase the different

prom styles offered at Dillard’s. Facebook friends will be able to upload their one- of- a-

kind prom look for others to view and add comments. They will be able to view

upcoming events and special offers. In addition, there will be a twitter account created for

people to view and be kept up to date on the upcoming events at their local Dillard’s

store. This will provide instant updates on what dress and what style shoppers and

friends are wearing. A way to guarantee that one-of- a-kind look.

5. Internet: There will be a pop-up ad placed on frequently visited sites that the target

market visits such as Seventeen.com, TeenVogue.com, etc. This pop-up will remind the

target market about visiting Dillard’s to find their one- of- a- kind prom look.

C) Display

The moment you walk into Dillard’s you will notice mannequins dressed up and ready to

go to prom. Throughout the store these mannequins will all be dressed differently,

showcasing the different ways one can transform an ordinary dress into your own one- of- a-

kind look. When you reach the junior’s department, you will notice something other than

racks of dresses. The junior’s department will take you down the streets of New York City

into a vintage boutique where you can find that one- of- a- kind dress that you will not find

anywhere else. The atmosphere takes you to the twenties with diamond chandeliers and red

velvet draped on the walls. Strategically- placed lighting will bring your attention to several

mannequins placed in the corners of the room, showcasing more ways to get that one- of- a

Di1an1The Style of Your Lile.

6

kind look. Dresses will be placed in racks along the outer walls opening the room up to ease

traffic flow. Tables will be placed around mannequins where you will be able to find what

they are wearing. Tables will also be placed in a square in the middle of the room where you

will be able to find jewelry, shoes and handbags to complete your own one-of- a- kind look.

D) Publicity

Publicity is one of the greatest ways to raise awareness of the prom promotional plan. Best of

all, it’s free. But there is no control over what is said or when the message will appear or even if

a message will appear in the media. Therefore, there is no guarantee of media exposure.

Planning of public relations and promotional events are vital along with the communication to all

available media. Invitations will be sent to various media groups to attend the fashion show as

well as the two- day “Style 101” event. Finally, there will be multiple press releases about

“Cruise to Prom in Style” and “Style Points” (referral card). In addition, contacts will be made

with local television stations for appearances and brief fashion shows on the networks midday

news programming.

E) Other in store activity(ies)

Sales associates will be available for assisting the customer with their dress selection and

other prom related purchases. There will be an employee incentive program to encourage and

motivate sales associates to provide the ultimate customer service. Employees will be competing

for bonuses that will be awarded at the end of the promotional event. Employees who show

energetic and helpful attitudes, and have the most sales, will be considered for bonuses.

V. Responsibility Sheet

During the €i3t promotional campaign it is important for job tasks to be delegated

and completed correctly. Tasks will be assigned to the Dillard’s Executive offices and general

Dilhn1The Style of Your Life.

7

management, junior department managers and assistant managers and junior department sales

associates as follows:

• Executives will be responsible for organizing and sending appropriate materials to

Dillard ‘.s’ stores (general management) and customers/credit card holders: publicity,

“Prom Guides,” “Style is Forever,” and “Style 101.”

• Junior Department Manager will be responsible for the set-up of

displays, “Style is Forever,” and “Style 101.”

• Junior Department Assistant Manager will assist the

junior department manager with set-up and will

oversee customer service and sales.

• Sales associates are responsible for keeping the floor

clean and well stocked, keeping an energetic and

helpful attitude and customer service and sales.

VI. Budget

This is a national campaign that is projected to cost $1,716,063.00 and cover promotions

at all 300 stores across the Nation Wide. The individual store expenditure will be approximately

$5,700 to be deducted from the individual store’s marketing budget. The corporate expenses in

the amount of $216,247.00 will be for the printed advertisements in the national publications that

will benefit each individual store.

DiIutThe Style of Your life.

8

PROJECTED BUDGET FOR INDIVIDUAL STORE

Advertising??Style Point”(Referral Card) $ 230.46“Prom Guide” catalog $2539.75Mobile Application $ 670.00Invitations/Media Releases $ 500.00

Display Lighting In HouseWall props In HouseMannequins(15) In HouseCounters/Tables In HouseRunway/Stage $450.00

Fashion ShowSound System Rental $250.00Model Search Materials $350.00Chairs(50) $550.00

Contest Limo Rental $180.00

TOTAL EXPENSES $5720.21

GRAND TOTAL FOR NATIONAL STORE EXPENSES (300 locations) $1,716,063.00

PROJECTED CORPORATE BUDGET

Advertising

Seventeen $100,290.00

Teen Vogue $1 15,897.00Pop-up ad $ 60.00

Total Expenses $216,247.00

DillanisThe Sty’e of Your life.

9

VII. Statement of Benefits to the Retail Establishment

During the Oi,t<” promotional campaign, sales will be increased by 20% over

last prom season. This will be achieved because of the special offers customers will receive when

they purchase a dress. The target market will receive the personal attention they need to have

their one- of- a- kind look. During “Style 101” the customer will receive the personal attention

they need to have their one- of- a- kind look. The promotional campaign will attract new

clientele and will create lasting relationships with customers. With the referral card the customer

will receive a discount while bringing new customers to Dillard ‘s. The main benefit of the

campaign is not just an increase in sales but an increase in clientele. And most importantly this

increase in clientele will not only be a customer that just dropped in and left with a questionable

opinion to return. The customers of this campaign will have such a positive experience that a

loyal patronage will be developed. This is the ultimate benefit in the fact that the target market is

a young teenage girl that will soon be the customers with the ultimate purchasing power placed

at the central focus of Dillard ‘s target market. This campaign will ultimately benefit each

Dillard location by building a loyal patronage that will choose Dillard’s as the top choice

retailer for years to come.

VIII. Bibliography

www.psprint.com

www.comdenastmediakit.com/tv/genrates.cfm

www.seventeenmediakit.com

http ://investor.shareholder.com/dillards/?splashlink=footer investor

www.dillards.com

http://www.wikinvest.com/stocklDillard’s (DDS)

DillanfsThe Style of Your Life.

10

IX. APPENDIX

The following picture is the projected plan-o-gram for the Juniors’ department at Dillard’s.

Dll1an1The Style of Your life.

V

1’

KEY

TRAFFIC FLOW

DRESSING ROOM

COUNTERS/TABLES

MANNEQUINS. STAGE FOR FASHIONSHOW

11