Perry’s Menswear A/W

2012

Table of Contents1. Mission Statement2. Policy & Practices3. Buying, Pricing4. Competitors & Tradeshows5. Our Target Customers A, B & C6. Megatrend/trends7. Color Trends and Materials8. Flats/Silhouettes

Perry’s Menswear Mission Statement

• Our goal for this new 2012 season is to completely revamp the department, in order to bring in a much wider range of customers, while still staying true to our core brands.

• Perry’s Menswear Dept. is looking to provide higher-end clothing to our new potential customers, while keeping the basics that will keep our original following, conveying a richer and more luxurious feel to all that enjoy shopping at our locations.

Policies & Practices

• Price Matching- We will match any price on an item that we offer.. Not including discounted goods. Unfortunately, we do not price match discount promotions, websites or discounter stores.

• Returns Policy- We will honor any return within 30 days with a reciept. Perry’s will offer a gift card or a store credit in place of the returned items.

• Customer Service- 24 hour online customer service will be available, as well as a toll-free number for any questions or problems a customer might have.

Policies & Practices

• Perry’s as a company always put the customers first, and are becoming ever increasingly involved in human rights campaigns as well as the environment. We are in the process of building our company up to become one of the most ecologically and sociologically friendly companies here in America. This takes time, so during the process, we are becoming involved with human rights campaigns, community outreach programs, and non-profit organizations.

Buying

• Our company will continue to carry top national brands such as Ralph Lauren, Calvin Klein, Levi’s, Dockers, and Guess will be standards among our shelves, but we will also carry trendier brands like Cheap Monday Jeans, Mavi, Ben Sherman, and Fred Perry. This will keep us ahead of the competition.

Pricing• Tops- $50-$300

• Pants- $75-$250

• Denim- $60-$220

• Outerwear- $150-$400

Competitors + Tradeshows

• Our competitors are some of the other major department stores, such as Macy’s, Nordstrom and Lord & Taylor’s, but what will set us apart is some newer, younger companies we are looking to get into, such as Alter, TopShop Men, Opening Ceremony, All Saints, GANT, and even smaller brands like Odin.

• We will also be browsing all of the US Tradeshows such as MRket NY, ENKNYC, and Vanguard, which are strictly menswear tradeshows. They offer everything from classic staples to examples of future trends.

Our Target Customer- Store A• Avg. Age – 30• Family Income - $75,000+• Avg. Purchase- $200-$400

• This man loves his trends and his classics. He loves looking his best, and won’t mind splurging on an item or a few if he feels he must have it.

• He is a sophisticated dresser, but is willing to take risks, whether it be in color or cut. He loves brands like Fred Perry and Ben Sherman.

• The average age of this gentleman is in his late 20’s to early 30’s, single, full of adventure, and makes over $70k a year. Average purchase is $200-400 a visit every month

Our Target Customer – Store B• Avg. Age- 35- early 40s• Family Income- $60k^• Avg. Purchase- $200

• Looking to settle down. He still loves to have fun and look great and is more conscious of prices. Sales are a big incentive to buy, because he is saving for his future (or growing) family and home.

• Has more money to play with, but is less impulsive than his younger self, but is still willing to splurge on a well-constructed garment that will last a while.

• Our customer still likes to express himself though, so less expensive clothes with great style and fit is still a must. Purchases mostly staples like work items, but will buy trendier separates when there are good sales.

Our Target Customer – Store C• Avg. Age- 18-23, 45+• Family Income - $45k• Average Purchase - $100

• Like to look nice, but are looking for a value. They have less money to play around with, due to college or having a family, but like to look their best with the budget they have, so these gentlemen come to Perry’s. These men also love sale prices, but will come here and splurge a few times a year to pick up all of their trendy staples.

• They are looking to fill their basic needs, while still looking sharp, at affordable prices.

• Buys seasonal items like winter coats, sweaters, and will purchase multiple staple items during a big sale, i.e. dress shirts, suits, pants, etc.

Inspiration

Perry’s Trends – Colors and Materials

For the Fall/Winter season, Perry’s is sticking with their basic textiles, just constructed in more unique ways. There will be a focus on wool, cotton, fleece, denim, leather, and shearling.

The colors to the left are the trend driven colors, a play of mellow, minimalist colors but with a slight cool edge, made even more modern by the silhouettes they accompany.

Silhouette/Trend Inspiration

Flats