CREATE 4-5 BULLET STATEMENTS FOR SOME PROJECTS

By: Paola Marrone / Ornella Vanoni / Arianna Bottome

DEMOGRAPHICS Age- 25 Gender- Female Education- College and up. Photography and Fashion Major. Income- +$50,000 Location- Raised in London, Lives in New York PSYCHOGRAPHICS Lifestyle- She is currently a fashion/street style blogger that goes around capturing the freshest trends and fashionistas. Taste Level- Edgy, Modern, Trendy & Urban. Values/Beliefs- very tolerant towards the faiths of others, celebrates diversity.

Rachel Schmidt

Target Market

           

ANDROGYNOUS

LAID BACK COMFORT

CHIC EDGE

EFORTLESS URBAN

MODERN CASUAL

LOOSE SPIRIT

Product Category Opening P.P. Average Price Top Price

Coats & Jackets $450 (30%) $695 (40%) $995 (30%)

Sweaters $160 (30%) $295 (45%) $450 (25%)

Tops & Blouses $150 (40%) $275 (50%) $795 (10%)

Dresses $395 (35%) $525 (55%) $995 (10%)

Bottoms $270 (25%) $550 (40%) $1,295 (35%)

Denim/Jeans $175 (10%) $198 (50%) $220 (40%)

Shoes $275 (15%) $495 (45%) $550 (40%)

Product Category Opening P.P. Average Price Top Price

Coats & Jackets $795 (20%) $1,795 (50%) $3,495 (30%)

Sweaters $495 (25%) $750 (50%) $2,100 (25%)

Tops & Blouses $450 (15%) $795 (65%) $1,995 (20%)

Dresses $650 (25%) $1,195 (60%) $2,995 (15%)

Bottoms $495 (10%) $795 (70%) $1,295 (20%)

Denim/Jeans $225 (10%) $295 (55%) $395 (35%)

Shoes $475 (40%) $650 (45%) $1,350 (15%)

Aspirational Competitor Price Grid Analysis

Product Category Opening P.P. Average Price Top Price

Coats & Jackets $228 (20%) $578 (50%) $1,298 (30%)

Sweaters $218 (25%) $338 (60%) $428 (15%)

Tops & Blouses $108 (20%) $228 (50%) $298 (30%)

Dresses $278 (27%) $328 (45%) $428 (27%)

Bottoms $198 (30%) $238 (60%) $1,278 (10%)

Denim/Jeans $145 (15%) $189 (60%) $268 (25%)

Trade-Down Competitor Price Grid Analysis

       

ADVANTAGES

- Wearable clothing styles melds classic tailoring with an edgy New York aesthetic -

- Quality of materials and detailed development of the garments are part of the brands philosophy -

- The brand engages with art and style that are

deeply influenced by it -

DISADVANTAGES

- Many designs are very simple garments you can find in substitute brands, it is not highly differentiated -

- The brand owes its success to effective marketing campaigns, not

precisely the product -

- Even though they offer a unique quality, their garments are considered to be overprized because of the simplistic designs -

Competitor Chart Analysis

Best Quality

Low Quality

Edgy Style

Urban Style

Competitor Chart Analysis

High Price

Low Price

High Fashion able

Low Fashion able

Competitor Chart Analysis

Luxury Classic

Mass Classic

Good Marketing Media

Poor Marketing Media

       

RETAIL

-Introduce sales/promotions on selected apparel. Boost sales by

15% -Launch loungewear line for men

and women in all flagship stores. -Introduce new jeans and shoes

campaign.

WHOLESALE

-Introduce the loungewear line as more contemporary line.

-Expand the men’s collection. -Feature a new promotion/sale for

overproduction. -New jeans and shoes line launch at Bloomingdale’s, Nordstrom and all department stores globally.

INTERNATIONAL

-Introduce new jean and shoes line.

-Introduce loungewear line. -Introduce new promotion/sales.

-Boost sales by 12% at all international stores.

E-COMMERCE

-Establish e-commerce for new loungewear line.

-New Rag and Bone Jeans and shoes Campaign on site.

-Increase e-commerce profits online. Boost sales by 15%

-Introduce new app.

Objectives FY16

Marketing Budget FY16

Revenue Fiscal Year 2014: $135,000,000.00

Budget Fiscal Year 2016: $13,500,000.00

Category Proposed Expenditure Web Advertising/Social Networks $700,000

Videos $500,000

Events $800,000

Print Advertisements $750,000

Trade Advertisements $450,000

Web/Media Developers $300,000

Fixtures and Remodeling $800,000

Production $1,500,000

PR Agency $600,000

Media Agency $600,000

Advertising Agency $600,000

Photo Shoots $800,000

Printed Materials $600,000

Sponsorships $500,000

Content Creation $250,000

Promotional Products $600,000

Samples $200,000

Fashion Shows $850,000

Digital Agency $600,000

Miscellaneous $900,000

   

Monthly Marketing Budget FY16

Category Feb-16 1-Mar Apr-16 May-16 Jun-16 Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16 Jan-17 Total Web Advertising/ Social Networks $41,666.70 $41,666.70 $41,666.70 $41,666.70 $100,000 $41,666.70 $41,666.70 $41,666.70 $41,666.70 $100,000 $41,666.70 $41,666.70 700,000

Videos $125,000 $125,000 $125,000 $125,000 500,000

Events $400,000 $400,000 800,000

Print Advertisements $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 750,000

Trade Advertisements $112,000.5

0 $112,000.5

0 $112,000.50 $112,000.50 450,000

Web/Media Developers $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 $25,000 300,000 Fixtures and Remodeling $160,000 $160,000 $240,000 $240,000 800,000

Production $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 $125,000 1,500,000

PR Agency $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 600,000

Media Agency $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 600,000

Advertising Agency $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 600,000

Photo Shoots $100,000 $300,000 $100,000 $300,000 800,000

Printed Materials $42,000.80 $60,000 $60,000 $60,000

$42,000.80

$42,000.80 $60,000

$42,000.80 $60,000

$42,000.80

$42,000.80 42,000.80 600,000

Sponsorships $125,000 $125,000 $125,000 $125,000 500,000

Content Creation $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 $20,000.80 250,000

Promotional Products $100,000 $100,000 $100,000 $100,000 $100,000 $100,000 600,000

Samples $33,333.33 $33,333.33 $33,333.33 $33,333.33 $33,333.33 $33,333.33 200,000

Fashion Shows $425,000 $425,000 850,000

Digital Agency $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 $50,000 600,000

Miscellaneous $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $75,000 $900,000

Total by Month $1,391,403

.13 $847,430.8

3 $658,668.0

0 $789,158.5

0 $997,002 $1,321,220

.30 $992,001.33 $1,539,615

.63 $817,001.33 $912,002 $1,461,373

.30 $1,369,737

.63 $13,500,0

00

Digital Campaign: Social Media

Digital Campaign: Social Media

Fall 2015- Gabriella Wide Spring 2015- A.Berges Frisbey Fall 2014- Winona Ryder Fall 2014- Michael Pitt Spring 2014- Emilie Hirach Fall 2013- Lea Seydoux Fall 2013- Michael Pitt Fall 2013- Accessories Spring 2013- Kate Moss Fall 2012- Kate Moss

Print Campaign

Print Campaign