Merchandising plan for NO. 26
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Transcript of Merchandising plan for NO. 26
o mission statement o mission philosophy o mood board o demographic
customer profile o psychographic
customer profile o style numbering
system o model/line sheets o cost sheets o development
calendar o unit distribution plan
table of contents no. 26
o invoice o introductory floor plan o key code sheets o fixture worksheets o maintenance floor plan o clearance floor plan o marketing budget o marketing plan o marketing calendar o press kit
mission statement
to provide the refined modern man with a line of effortless well-made essentials that favor timelessness over trendiness.
we stand for impeccable fit, high quality craftsmanship and subtle detailing.
no. 26
mission philosophy
no. 26 stands for impeccable fit, high quality craftsmanship and subtle
detailing. no. 26 is a brand that makes the refined modern man comfortable
and stylish. no. 26 caters to the contemporary menswear enthusiast. no. 26 is located in the heart of williamsburg,
new york.
no. 26
customer profile [demographic]
segmentation types/bases illustrative categories geographic segmentation region all city size 100,001+ population density urban climate all demographic segmentation age 25-35 gender male household size 2 income $100,000+ occupation professional education college graduate/graduate school sociocultural segmentation culture all subculture religion all national origin all race all social class upper-class psychographics achievers and strivers affective and degree of knowledge expert cognitive segmentation benefits sought prestige attitude positive behavioral segmentation brand loyalty divided store loyalty divided usage rate heavy user status current user payment method cash/credit card media usage newspapers/magazines/blogs usage situation work and home
no. 26
the customer
o age- 34 o occupation- co. president of kcd worldwide [the leading fashion and
luxury marketing services and production agency worldwide] o where he lives- 429 kent ave., apt. 631, brooklyn, ny 11249 (williamsburg) o marital status- married to chloe otto , one of nyc’s top event planners o education level- graduated from northwestern university’s journalism
school o life-stage- newly married, both very career driven o favorite movies- the departed, fight club, and dazed and confused o favorite resturaunts- beauty & essex, gemma [the bowery hotel], and
nobu, the ides rooftop @ the wythe hotel o favorite magazines- gq, details, smith journal, and kinfolk o favorite music- james blake and chet faker
no. 26
o favorite artists- do ho suh [installation artist], alexander mcqueen, and loren berger [photographer]
o tech-savvy- extremely, always upgrading gadgets o favorite designers: o for work- kiton, brioni, isaia, saint laurent, brunello cucinelli o for play- engineered garments, band of outsiders, steven alan,
3sixteen o favorite places to shop- gentry nyc, hickoree’s, and
strawser&smith o shopping attitude- shops for fun, looks for style and quality o favorite vacation spots- crystal lodge ski resort in whistler
blackcomb, british columbia and ametis villa in bali, indonesia o political views- liberal/democrat o hobbies- movie screenings @ the wythe hotel and drinks with
friends @ soho house
the customer no. 26
a day in the life of beckett brown during fashion week [part 1]
4:30 meet up w/ marathon training group: run, swim and/or bike 6:15 head over to kcd to shower and get ready for the day 6:50 grab a juice from real good juice co. (kale, apple, lemon, ginger, spinach, carrot, cucumber & celery) 7:05 sit down with julie mannion (co-prez of kcd) to go over daily schedules 7:30 staff meeting 8:45 go over seating charts for big clients [givenchy, marc jacobs, alexander wang & chanel]
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a day in the life of beckett brown during fashion week [part 1]
12:00 if day allows [which it probably wont during nyfw], grab a quick bite to each with chloe 1:30 client meeting: tome pre-show 2:00 catch up on emails [on the go] 2:49 backstage at alexander wang 5:05 press @ soho house [wang, carven & derek lam] 11:45 attend alexander wang’s secret after-party 1:15 bedtime in preparation for the next long day at nyfw
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style numbering system no. 26
1 year 1 2015 2 season a fall 3 class 1 tops 2 bottoms 3 outerwear 4 subclass 1 tops 1 buttondown 2 t-shirt 3 pullover 2 bottoms 1 casual trouser 2 dress trouser 3 cuffed dress trouser 4 denim 3 outerwear 1 blazer 2 jacket 3 overcoat
4 color 1 multi 2 olive 3 charcoal 4 red 5 ivory 6 indigo 7 black 8 brown 9 beige 5 fabrication 1 cotton woven 2 organic cotton 3 cotton twill 4 100% wool 5 wool/cashmere 6 100% cashmere 7 denim 6 size 1 small 2 medium 3 large 4 extra large 5 30 6 31 7 32 8 33 9 34 a 36 b 38
example 1a11672 1 2015 2 fall 3 top 4 buttondown 5 indigo 6 denim 7 medium
model line sheet [tops]
slouch tee w/ pocket 1A12511
fabrication 100% woven cotton
sizes s-xl
retail price $117.00
no. 26
model line sheet [tops]
pullover with pocket 1A13321
fabrication 100% organic cotton
sizes s-xl
retail price $140.00
no. 26
model line sheet [tops]
denim buttondown 1A11682
fabrication 100% cotton [denim] sizes s-xl
retail price $251.00
no. 26
model line sheet [bottoms]
5-pocket jean 1A24686
fabrication 100% cotton [denim]
sizes 30-38
retail price $173.00
no. 26
model line sheet [bottoms]
wool cuffed trouser 1A23447
fabrication 100% wool
sizes 30-38
retail price $287.00
no. 26
model line sheet [bottoms]
long twill trouser 1A2123B
fabrication 100% cotton twill
sizes 30-38
retail price $178.00
no. 26
model line sheet [bottoms]
striped wool dress trouser 1A22167
fabrication 90% wool, 8% cotton
sizes 30-38
retail price $235.00
no. 26
model line sheet [outerwear]
classic blazer 1A31343
fabrication 100% wool sizes s-xl
retail price $330.00
no. 26
model line sheet [outerwear]
cashmere overcoat 1A33371
fabrication 100% cashmere sizes s-xl
retail price $1,708.00
no. 26
model line sheet [outerwear]
4-pocket wool jacket w/ suede detailing
1A32853
fabrication 80% wool, 20% cashmere w/ goat suede detailing
sizes s-xl
retail price $484.00
no. 26
fixtures [mannequins]
no. 26 fixtures
a b c o installation art
mannequins for special events o standard wood mannequins for storefront
fixtures [wall units]
no. 26 fixtures
d e f
o unfinished wooden pentagons of various sizes and heights
o clothing hangs on simple metal bars containing o max. capacity: 23
fixture
g fixtures
[large table]
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o contrast wood table holds folded merchandise
o max. capacity: 50
fixture
m fixtures
[large table]
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o contrast wood table holds folded merchandise o max. capacity: 90
no. 26 marketing budget
retail sales: $82,084.00
% marketing budget: 8%
$ marketing budget: $6,566.72
no. 26
objective: create an online presence as not only an e-commerce site but as a blogger, pinner, instagrammer, and facebooker by winter 2015 strategy: make a website/blog/pinterest/instagram/ facebook tactics: o purchase an available & memorable domain o photograph all merchandise, highlighting/foreshadowing upcoming collaboration with gq o promote via email & social media o collaborate with local women’s boutiques to increase knowledge of brand to other target markets o search engine optimization o link all social media outlets evaluation: o have marketing manager and financial executive work together to calculate increase in sales and “followers” by november 1, 2016
no. 26
objective: to open an interactive photo studio visible to the public by the spring of 2016 strategy: hold a fashion show during construction of photo studio tactics: o develop advertisements o promote via no.26 blog, email, pinterest, facebook, twitter, and instagram o hire a dj o hire models o hire a photographer o pick looks to be shown o train no.26 employees for proper customer service during fashion show/building of photo studio o make “gift bags” for attendees [dopp kit filled with apothecary sold @ no.26] o hold model fitting o purchase hors d’oeuvres & beverages evaluation: o have marketing manager track the growth of social media in relation to fashion show attendees by april 5, 2016
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objective: to increase sales by 10% by fall of 2016 strategy: develop a month long collaboration with gq and launch weekly “gq picks” blog posts [fresh places to shop in nyc] tactics: o promote via no.26 blog, email, pinterest, facebook, twitter, and instagram o pick 4 “gq picks” o hire graphic designer o hire photographer o team up with gq style editor o develop promotions through instagram to entice customers evaluation: o have financial executive calculate increase of e-commerce and in-store sales monthly following collaboration by december 1, 2016
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objective: to increase brand awareness by gaining 5,000 instagram, pinterest, and facebook followers by december 2016 strategy: post 10% off total purchase coupons on facebook and instagram tactics: o hire social media coordinator o maintain a positive and consistent social media reputation o promote 10% off coupon via mailing list o mention promotion in-store o give an additional personalized 10% off purchase offer to current customers to give to friends and family evaluation: o have social media coordinator track total followers monthly until december 31, 2016
no. 26 109 south 5th street
suite 101 brooklyn, NY 11249
718-384-8585 [email protected]
no. 26
gaby schnieder
business card
gabrielle schneider is the founder and designer of no.26. credited with the further development of the company’s brand,
her strategic edge and vision have helped take no.26 to the next level. schneider is an entrepreneur and business executive
with unparalleled design insight, keen analytical skills and passion for the menswear industry.
no. 26
about the designer &founder
model line sheet [tops]
slouch tee w/ pocket 1A12511
fabrication 100% woven cotton
sizes s-xl
retail price $117.00
no. 26
model line sheet [tops]
pullover with pocket 1A13321
fabrication 100% organic cotton
sizes s-xl
retail price $140.00
no. 26
model line sheet [tops]
denim buttondown 1A11682
fabrication 100% cotton [denim] sizes s-xl
retail price $251.00
no. 26
model line sheet [bottoms]
5-pocket jean 1A24686
fabrication 100% cotton [denim]
sizes 30-38
retail price $173.00
no. 26
model line sheet [bottoms]
wool cuffed trouser 1A23447
fabrication 100% wool
sizes 30-38
retail price $287.00
no. 26
model line sheet [bottoms]
long twill trouser 1A2123B
fabrication 100% cotton twill
sizes 30-38
retail price $178.00
no. 26
model line sheet [bottoms]
striped wool dress trouser 1A22167
fabrication 90% wool, 8% cotton
sizes 30-38
retail price $235.00
no. 26
model line sheet [outerwear]
classic blazer 1A31343
fabrication 100% wool sizes s-xl
retail price $330.00
no. 26
model line sheet [outerwear]
cashmere overcoat 1A33371
fabrication 100% cashmere sizes s-xl
retail price $1,708.00
no. 26