Merchandising plan for NO. 26

no. 26

merchandising: concept to consumer

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]

no. 26

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

no. 26

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

color palette no. 26

model line sheet [tops]

slouch tee w/ pocket 1A12511

fabrication 100% woven cotton

sizes s-xl

retail price $117.00

no. 26


pullover with pocket 1A13321

fabrication 100% organic cotton

sizes s-xl


no. 26


denim buttondown 1A11682

fabrication 100% cotton [denim] sizes s-xl


no. 26

model line sheet [bottoms]

5-pocket jean 1A24686

fabrication 100% cotton [denim]

sizes 30-38


no. 26


wool cuffed trouser 1A23447

fabrication 100% wool

sizes 30-38


no. 26


long twill trouser 1A2123B

fabrication 100% cotton twill

sizes 30-38


no. 26


striped wool dress trouser 1A22167

fabrication 90% wool, 8% cotton

sizes 30-38


no. 26

model line sheet [outerwear]

classic blazer 1A31343

fabrication 100% wool sizes s-xl


no. 26


cashmere overcoat 1A33371

fabrication 100% cashmere sizes s-xl

retail price $1,708.00

no. 26


4-pocket wool jacket w/ suede detailing

1A32853

fabrication 80% wool, 20% cashmere w/ goat suede detailing

sizes s-xl


no. 26

no. 26

SEASON/YEAR: FALL 2015 IN-STORE DELIVERY: JULY

no. 26 development calendar

unit distribution [tops]

no. 26

no. 26

unit distribution [bottoms]

invoice no. 26

introductory floor plan no. 26

beginning units on hand: 336

sales: 134

ending units on hand: 202

no. 26 key code sheet

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 n

fixture

o hanging white metal rack

o max. capacity: 25

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

fixtures [t-stands]

no. 26 i

j k l

fixtures

o silver metal pipe rack


fixture

g fixtures

[large table]

no. 26

o  contrast wood table holds folded merchandise


fixture

m fixtures

[large table]

no. 26

o contrast wood table holds folded merchandise o max. capacity: 90

maintenance floor plan no. 26


sales: 88


clearance floor plan no. 26


sales: 88


no. 26 marketing budget

retail sales: $82,084.00

% marketing budget: 8%

$ marketing budget: $6,566.72

no. 26

marketing plan

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

no. 26

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

no. 26

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

@no26nyc [instagram] no. 26

marketing plan: calendar no. 26

d no. 26 press kit

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

no. 26

press release


slouch tee w/ pocket 1A12511

fabrication 100% woven cotton

sizes s-xl


no. 26


pullover with pocket 1A13321

fabrication 100% organic cotton

sizes s-xl


no. 26


denim buttondown 1A11682

fabrication 100% cotton [denim] sizes s-xl


no. 26


5-pocket jean 1A24686

fabrication 100% cotton [denim]

sizes 30-38


no. 26


wool cuffed trouser 1A23447

fabrication 100% wool

sizes 30-38


no. 26


long twill trouser 1A2123B

fabrication 100% cotton twill

sizes 30-38


no. 26


striped wool dress trouser 1A22167

fabrication 90% wool, 8% cotton

sizes 30-38


no. 26


classic blazer 1A31343

fabrication 100% wool sizes s-xl


no. 26


cashmere overcoat 1A33371

fabrication 100% cashmere sizes s-xl

retail price $1,708.00

no. 26


4-pocket wool jacket w/ suede detailing

1A32853

fabrication 80% wool, 20% cashmere w/ goat suede detailing

sizes s-xl


no. 26

Merchandising plan for NO. 26

Documents

Transcript of Merchandising plan for NO. 26