BCBGMAXAZRIA Portfolio.compressed
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Transcript of BCBGMAXAZRIA Portfolio.compressed
TARGET CUSTOMER
Demographics: 18-35+ - Female - Single - $50,000+ - Nightclub Owner or Travel Agent - Bachelor’s Degree
Psychographics/Lifestyle: Clubbing - Traveling - Shopping - Cooking - Wine Tasting - Walking around the city
Fashion Habits:Brick or Mortar Store: Nordstrom - Macy’s - DillardsOnline Stores: Shopbop - Zappos - PolyvorePrice Range: $30.00-$1,448.00 Fit: Structured - Tight-fitting - Professional Sizes: XS-L
MISSION STATEMENT
“Bon chic, bon genre,” meaning good style, good attitude, is the phrase that makes up BCBG Max Azria. BCBG is committed to designing, marketing, and providing fabulous work to nightlife apparel for the sophisticated woman. BCBG strives to create excellent, innovative high fashion garments at a conservativeprice point for the young professional woman.”
Brand Message:BCBGMAXAZRIA is a brand that represents the dynamic lifestyle of the contemporary woman by focusing on the fit, construction and fabrication of everything they make. Clothing that has extra attention to detail are visually noticeable on a BCBG garment. Innovative, high-quality, and trendy yet sophisticated clothing are all elements that define this brand.
Product Mix: Tops - Jackets & Coats - Sweaters - Jumpsuites - Leather - Pants & Shorts - Skirts - Dresses - Runway Colors: Black - White - Grey - Navy - Ivory - Blue - Ruby Red - Evergreen - Yellow - MintFabrication & Fiber Content: Georgette - Jacquard - Crepe - Denim - Tweed - Faux Leather - Wool - Rayon - Cotton - Polyester - Spandex - SilkCountries of Orgin: ChinaTrims & Construction Details: Ruffles - Elastic Waistbands - Zippers - Buttons - Crepe Overlay - Cutouts - A-line Skirts - Wide-leg Pants - Body-con Dresses- Collars - Sheering
Key Items: Body-con Dresses - Fit & Flare Circle Skirts - Blazers - Flared Pants - Leather Pieces - Separates All of these items can be found in both the BCBGMAXAZRIA brick & mortar stores and online. When visiting the store and online site I noticed a huge abundance of leather and body-con dresses. I also noticed wide-leg pants in all sorts of prints and colors depending on the season. There is a huge mixture of trending garment styles and classic designs that cater to the young, professional woman.
Product Mix: Shirts - Denim - Trousers - Cardigans & Knits - Skirts - Tops - Dresses - Blazers - Jackets & Coats - T-ShirtsFabrication: Jacquard - Velvet - Twill - Denim - Charmeuse - Cashmere - Bridal Satin - Leather
Fiber Content: Wool - Rayon - Cotton - Silk - Nylon - AlpacaConstruction Details: Midi Length - High-waisted - Pencil Skirts - A-line - Crewneck - Slim fit
Trims: Zippers - Buttons - Rivets - Pockets Country of Orgin: Italy
Retail Price: $295.00-$4,525.00
Product Mix: Dresses - Sweaters & Cozies - Tops - Knits - Pants - Skirts - Jeans - Jackets Fabrication: Leather - Matte Jersey - Jacquard - Crepeback Satin - Poplin - Ponte de Roma - MeshFiber Content: Cotton - Rayon - Polyester - Silk - Spandex - Nylon - WoolConstruction Details: Pencil Skirts - Sleeves - Boatneck - Crewneck - Maxi’s - Skinny PantsTrims: Pockets - Zippers- Buttons - RivetsCountry of Orgin: ChinaRetail Price: $49.50-$2,900.00
Product Mix: Tops - Bottoms - Shoes - Handbags - Kaftan - Jackets & Coats - Jewelry Fabrication: Jersey - Twill - Crepe - Lace - Jacquard - Ponte de Roma - KnitsFiber Content: Rayon - Silk - Cotton - Polyester - Spandex - Wool - ElastaneConstruction Details: Collars - Long Sleeves - Raglan - Slim - Pencil Skirts - Straight PantsTrims: Buttons - Zippers - Rivets - Elastic Waistbands - PocketsCountry of Orgin: ChinaRetail Price: $198.00-$1098.00
Direct Competitors
Aspirational Competitors
Navy Blue19-4035
Forest Green17-6333
Cobalt Blue18-3949
Party Pink18-2120
Bright Lips12-1305
Electric Turquoise15-5519
Midnight Sky19-0303
Skyscraper Fog18-0601
Mochachino13-0607
Bright White11-0601
CITY LOVERSPRING 2014
COLOR PALETTE
Interlock98% Silk 2% Spandex ITY
100% Polyester
Charmeuse Lining 100% Silk
Georgette100% Polyester
Gabardine100% Rayon
Ponte Di Roma98% Polyester 2% Spandex
CITY LOVERSPRING 2014
FABRICS& TRIMS
FABRIC TRIM
Silver Buttons34L Metal&
Silver Buttons44L Metal
Silver Zipper4” Metal
Concealed Zipper20” 100% Polyester
&Concealed Zipper7” 100% Polyester
Elastic Band22”
CITY LOVERSPRING 2014
charmeuse Lining100% Silk
GaBArdine100% Rayon
34L Silver Metal Button 20” Concealed Zipper 100% Polyester
Bright White & Party Pink
Electric Turquoise & Cobalt Blue
Midnight Sky& Skyscraper Fog
COLORCrisscross dresS
$268.00Sleeveless dress with a crisscross back and
asymmetrical hemline.#CC1234
FABRIC
TRIM
CITY LOVERSPRING 2014
ZIGZAG SKIRT$198.00
High waisted skirt with an asymmetrical hemline.#ZZ1357
COLOR
SKYSCRAPER FOG& BRIGHT WHITE
ELECTRIC TURQUOISE& BRIGHT WHITE
Gabardine100% Rayon
TRIM
charmeuse Lining100% Silk
20” Concealed Zipper 100% Polyester
FABRIC
SKYSCRAPER FOG
MOCHACHINOFOREST GREEN
COLOR
Georgette100% Polyester
TRIM44L Silver Metal Buttons &
34L Silver Metal Buttons
FABRIC
PETER BUTTON UP$178.00
Structured button up with a peter pan collar.#PP4563
BRIGHT LIPS SKYSCRAPERFOG
Navy Blue
COLOR
ITY100% Polyester
TRIM22” Elastic Hem
FABRIC
Layered Crossover$138.00
Sleeveless layered top with a low cut v-neck crossover.#LC1122
Triangle Pant$228.00
High waisted wide leg pant.#TP2560
COLOR
SKYSCRAPER FOG& Navy Blue
Midnight Sky& Navy Blue
Cobalt Blue% Navy Blue
Gabardine100% Rayon
TRIM4” Metal Zipper
34L Silver Metal Button
FABRIC
CITY LOVERSPRING 2014
CITY LOVERSPRING 2014
Georgette100% Polyester
Gabardine100% Rayon
44L Silver Metal Buttons
Bright Lips
Electric Turquoise
Midnight Sky
COLORPeter Button up dress
$248.00Short sleeve button up dress with a
peter pan collar.#PP7654t
FABRIC
TRIM
electric turquoise
Bright White
ForestGreen
COLOR
ITY100% Polyester
TRIM
34L Silver Metal Buttons7” Concealed Zipper 100% Polyester
FABRIC
CrissCross Top$128.00
3/4 Sleeve top with a crisscross back & a squared neckline.#CT0092
Triangle Short$148.00
Classic high waisted short with back welt pockets. #TS8765
COLOR
SKYSCRAPER FOG& Electric Turquoise
Bright White& Forest Green
Bright Lips& Bright White
Gabardine100% Rayon
Georgette100% Polyester
TRIM 4” Metal Zipper
34L Silver Metal Button
FABRIC
CITY LOVERSPRING 2014
Bright Lips
Midnight Sky
Navy Blue
COLOR
Interlock98% Silk 2% Spandex
FABRIC
BodySuit$98.00
Tight fitting bodysuit with a squared neckline.#BS2256
Wrap Around Legging$228.00
Legging pant with a patterned wraparound at the waist.#WL5454
COLOR
Midnight Sky Cobalt Blue Skyscraper Fog
Ponte di Roma98% Polyester2% Spandex
Georgette100% Polyester
TRIM 22” Elastic Waistband34L Silver Metal Button
FABRIC
CITY LOVERSPRING 2014
ITY100% Polyester
Skyscraperfog
Bright Lips
COLOR
Interlock98% Silk 2% Spandex
FABRIC
Chic CArdi-wrap$168.00
Wrap sweater with an open front &a draped asymmetrical hem.
#CC3490
COLOR
Navy Blue Mochachino Skyscraper Fog
TRIM 34L Silver Metal Button
Concealed Zipper 100% Polyester
Ponte di Roma98% Polyester2% Spandex
FABRIC
Mini Wrap Skort$219.00
Skort with an asymmetrically cut wrap at the front.#MW2201
CITY LOVERSPRING 2014
CITY LOVERSPRING 2014
BodySuit$98.00
Tight fitting bodysuit with a squared neckline.#BS2256
Wrap Around Legging$228.00
Legging pant with a patterned wraparound at the waist.#WL5454
Crisscross dresS $268.00
Sleeveless dress with a crisscross back andasymmetrical hemline.#CC1234
5. Break Down the Total Sales for the Chosen Month
BCBGMAXAZRIA SALES
1. Project Next Year's Annual Sales Volume Categories by Class. Sales $m % Total Sales/Dept
Women's Tops
Year Sales $m% Change from
Last Yr Knit Tops 4.57 5%
2011 617.80 Woven Tops 9.15 10%
2012 624.90 1.15% Sweaters 4.57 5%
2013 705.30 12.87% Total 18.29 20%
2014 714.60 1.32% Women's Bottoms
2. Break Down Annual Sales Pants/Shorts 6.40 7%
Skirts 7.32 8%
Total 13.72 15%
Categories by Class. Sales $m% of Total Sales
for Dept Women's Dresses
Women's Tops Casual Dresses 7.32 8%
Knit Tops 35.73 5% Dressy Dresses 10.98 12%
Woven Tops 71.46 10% Total 18.29 20%
Sweaters 35.73 5% Women's Denim
Total 142.92 20% Denim Bottoms 7.32 8%
Women's Bottoms Denim Tops 1.83 2%
Pants/Shorts 50.02 7% Total 9.15 10%
Skirts 57.17 8% Women's Active/LoungeTotal 107.19 15% Active Screened Knit Tops 1.83 2%
Women's Dresses Active Knit Bottoms 2.74 3%
Casual Dresses 57.17 8% Total 4.57 5%
Dressy Dresses 85.75 12% Women's OuterwearTotal 142.92 20% Blazers & Vests 5.49 6%
Women's Denim Coats & Jackets 3.66 4%
Denim Bottoms 57.17 8% Total 9.15 10%
Denim Jackets 14.29 2% AccessoriesTotal 71.46 10% Swimwear 5.49 6%
Women's Active/Lounge Jewelry 4.57 5%
Active Screen Knit Tops 14.29 2% Lingerie 0.91 1%
Active Knit Bottoms 21.44 3% Handbags 2.74 3%Total 35.73 5% Shoes 4.57 5%
Women's Outerwear Accessories Total 18.29 20%
Blazers & Vests 42.88 6% GRAND TOTAL 91.47 100%
Coats & Jackets 28.58 4%
Total 71.46 10%
Accessories
Swimwear 42.88 6% (Adds %s for each Classification & Should Total 100%)
Jewelry 35.73 5%
Lingerie 7.15 1%Handbags 21.44 3% 6. Break Down the Total Sales for the Chosen Month by Silhouette
Shoes 35.73 5%
Accessories Total 142.92 20%
GRAND TOTAL 714.60 100%
(Adds %s for each Classification & Should Total 100%)Silhouette Sales $m
% of Total Sales forChosen Month
Peter Button Up 4.03 55%
3. Break Down Total Sales into Four Seasons Criss Cross Dress 3.29 45%
Total 7.32 100%
Quarter Sales $m
% of Total Salesfor the Year
(Should Total 100%)
Spring (1st Quarter) 200.09 28% 7. Break Down the Total Sales for Chosen Month by Style #
Summer (2nd Quarter) 92.90 13%
Fall (3rd Quarter) 228.67 32% Style # Sales $mtal Sales for Chosen Month Retail Price
Winter (4th Quarter) 192.94 27% PP7654t 4.03 55% $248.00
Total 714.60 100% CC1234 3.29 45% $268.00
(Should Total 100%) Total 7.32 100%
4. Break Down Total Sales for Chosen QuarteFall (Should Total 100%)
Delivery Sales $m% of Total Sales
for Chosen8. Pick Your #1 Selling Style and Determine how many units to buy per color
1st Month in Quarter 91.47 40% Description Style # Colorways % of Units
2nd Month in Quarter 68.60 30% Criss Cross DressCC1234 White/Pink 40%
3rd Month in Quarter 68.60 30% Turquoise/Royal Blue 30%
Total 228.67 100% Black/Gray 30%