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FASM 310 Private Label Marketing and Merchandising Professor Mrvos By: Christina Dowdle

FASM 310 Private Label Marketing and Merchandising Professor Mrvos By: Christina Dowdle. “ Greenwich” will not be a profitable private label unless I market and merchandise the brand correctly

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FASM 310 Private Label Marketing and Merchandising Professor Mrvos By: Christina Dowdle

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  1. FASM 310 Private Label Marketing and Merchandising Professor Mrvos By: Christina Dowdle

  2. “Greenwich” will not be a profitable private label unless I market and merchandise the brand correctly • Realizing the brand’s philosophy of quality coexisting with freedom of individuality will correlate with my niche market and drive profitable success for “Greenwich” • “Greenwich caters to the carefree, confident, and curious woman who appreciates the fine quality, comfort and free-spirited feel of our assortment of apparel and accessories”

  3. Avenues of Retail • Trade show booths and showroom will mimic the look and feel of how I want my brand to be represented in stores • Permanent showroom in the AmericasMart in Atlanta, Ga • I will also have my brand in showrooms that carry similar brands such and Michael and Paula Hyman Inc. in the Atlanta market • The higher end department store such as Nordstrom’s would likely carry “Greenwich” • Also, Free People would carry my brand • The overall feel and look of Free People is very similar to my brand • Prices are higher proves that my quality of fabrics matches the value of my clothing and accessories

  4. Customer Profile • 18-35 • Cities: Atlanta, Los Angeles, New York City, Dallas and Chicago • Generation Y • Follows trends but she also stays true to herself • Travel • Read publications including Women’s Wear Daily, WGSN, Harper’s Bazaar, Vogue, W, V, Elle and she loves to read about the history of fashion • The generation y period and loves to follow trends but she also stays true to herself

  5. Continued… • MODA fashion in New York City and be a part of the fashion show • I will have a permanent showroom in Atlanta and trade show booths in Dallas, LA, and New York City • At all of these venues I will provide a look book including flats of my garments, season, address, inspirational illustrations, my mission statement, and trade show and rep information

  6. Advertising • My collections will be advertised to the buyers through look book, research trade publications, and invitations to buyers • Want to have taglines with trade show magazines and on my website where consumers can find my products • Furthermore, I will promote “Greenwich” by having my own ecommerce website where you can look at my look book • Blog attached “Greenwich Loves” • This can be access buy buyers and my target market • I will have testimonials, my look book of my current collection, catwalks of my line, and a interactive section where my customers can coordinate outfits together and list them under their name for others to view • Word of mouth is a free advertiser and will be helping sell “Greenwich” • This will set up a fun and easy way of gaining what the customer wants out of my assortment and also what needs to be improved

  7. Continued… • Social networking will be key with Facebook and twitter with monthly giveaway promotions • I will also have a blog attached named “Greenwich Loves” where people can coordinate outfits and look through current look books • People can also find out the current trends in my niche market

  8. Brand Image • Boho chic updated contemporary • Finishing up college or • Has a career in advertising, marketing, fashion, and any other creative careers • Customer is interested in the quality of the apparel and accessories as well as comfort and wears now clothing • Quality coexisting with freedom of individuality • Free spirited feel to the assortment as well as visual and emotional expression associated

  9. Research • Researching my demographic and following trends on WGSN, WWD, StyleSight, Elle, Vogue and trend leading blogs such as “Fashion Toast” all give me inspiration in my collections • Researching these publications and websites are important to keep up with key silhouettes, colors, and fabrications • Packaging techniques are important as well for my buyers and for them to have inspiration to use in their stores. Wrapping the orders in beige and natural looking tissue paper, tied together with twine gives the extra care and look to “Greenwich”

  10. Muse: Nicole Richie • Free spirited with her expression of clothing and accessories that she wears • Is interested in the quality, comfort and wear now clothing • Very Boho Chic and classy and not afraid of expressing herself

  11. Business Planning • Incorporate the main statistics involved with my financial plans • Being a wholesaler, I will recommend the buyer retail and the mark up percentage • A projection for my sales plan with is $600,000 for the year, for my markup requirements, I will project around 60-70 percent • Target price points between $15 for jewelry and up to $495 for apparel • This pertains to the lifestyle of my customer and the quality of the fabrics used such as wool and silk

  12. T&A Calendar • The time and action calendar gives a specific timeline for when everything involved in the product development process needs to be completed • Tech Packs need about a month to complete after the design development because there are many factors involved including financials, size specs, color choices, and cost requirements • Between pre-pro and TOP samples, there should be around 10 to 15 days in between to revise the designs. It is unreasonable to think you can do this in a smaller amount of time • The time between the original fit model and having the final fit session needs about a month because there are steps in between such as revisions to the garments, samples due, lap dips, strike-offs, and fabric approvals

  13. Continued… • In order to have quality assurance, the steps need to be reviewed and revised a couple times to get the collection exactly how I want it • In order to have a correct amount of time lapse between placing the orders with the vendor and having the delivery ready would need around five months • This is due to having the freight and shipping imported into the United States as well as the very important factor of marketing and advertising • Without those aspects, no one will know and want to buy your collection • Applying the above dates to my brand identity, current fashion trends, target consumer, shopping habits, retail landscape and market economies will make Greenwich successful

  14. Conclusion • Offer quality fabrics that will last for a long time and are also statement pieces • The free-spirited and natural feel to the brand will correlate with the comfort and wear now trend • It is important that my customer service will exceed my demographics’ expectations • I will have the latest trends with pieces that can easily transition from day to night • The unique individual is not afraid to take chances and dares to be different with her expression of clothing and accessories

  15. Sources • WWD • WWW.WGSN.COM • WWW.STYLESIGHT.COM • WWW.FREEPEOPLE.COM • WWW.INSLEE.NET • WWW.LEIBASSOCIATES.COM • WWW.MPHYMAN.COM • WWW.PINTEREST.COM

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