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Introduction ² Holly Virginia Sweezey is creative, self-‐motivated, driven, detail oriented, and
passionate individual seeking a position that utilizes her unique skill set and builds
upon her knowledge of the fashion industry. Holly graduated from the Fashion
Institute of Design & Merchandising and continues to build her merchandising,
trend, and business knowledge. She is an excellent at multi-‐tasking through prior
educational and work experience, as well as having a strong background in
analytical research.
² At the Fashion Institute of Design & Merchandising Holly has acquired extensive
knowledge in analytical research, target markets analysis, buying, building strong
branding and promotional campaigns, and and the ability to understand and
translated trend research . Holly acquired her undergraduate degree from the
University of Redlands in Theatre Arts which has created a deeper understanding
of the of Zeitgeist.
Merchandise Marketing
Key Areas of Study:
² Marketing
² Merchandising
² Business/Management
² Math/Buying
Marketing
Potential target markets are researched and defined. These
consumer insights and knowledge, as they pertain to the
retail business environment, are used to create the
appropriate marketing and branding strategies designed to
be successful in a competitive marketplace.
Areas of Study:
² Brand Management Strategies
² Promotions in the Merchandising Environment
SWOT Analysis Strengths
• Unique & customizable fitness experience • One location for a variety of “on-‐trend”
classes • Consumers are exposed to new fitness
experiences • Close to public transit • Walk able location, near restaurants and
shopping
Weaknesses • Cost are higher than the average gym
membership • Low brand recognition • Low brand salience • Instructor retention and reliability rates are
low for all fitness centers
Opportunities • Gentrification in the area • Metro expansion from National Blvd to Santa
Monica • Urban revitalization in 90232 • Silicon beach bringing millennial and young
professionals to the area • Affordable rents and reasonable housing
costs
Threats • Competitors such as Cardio Barre, LA Fitness,
and Gold’s Gym • High membership costs • Raising employment costs • Limited parking for consumers during peak
hours • Instructor loyalty • Competitors adapting and using the
Resurgence model
Marketing Campaign Media Strategy
² Magazine Advertisement ² Facebook Banner Advertisement
² Facebook Fan Page
Merchandising These courses and projects provide an opportunity to research the
trends that predict consumer buying patterns and how a variety of
strategic merchandising decisions can separate your organization
from the competition.
Areas of Study:
² Retail Environment
² Merchandising Strategies
² Concepts in Trend Forecasting
² Applied Trend Forecasting
² Contemporary Business Strategies
Macy’s Case Study • Thesis Statement
-‐ Men’s active wear the ideal market for Macy’s to expand private label offerings. With Macy’s ability to turn out
successful private label brands and, the growth of the men’s fashion market outpacing that of women’s wear an
expansion of private label men’s active wear will help Macy’s remain current and competitive as well as increase
profits.
• Action Point 1
-‐ Target Market focus on Millennial Men ages 15-‐25. The chief reason for this is that, millennial males are more likely to
be early adopters. Due to this early adopter behavior this age bracket creates the ideal market segmentation.
• Action Point 2
-‐ Not wanting to detract from the success of existing private labels or diminish the branding a new private label should
be created for the expansion into men’s sports wear. The new athletic private label strength will be reminiscent of a
current name brand offering at Macy’s, The North Face.
Action Point 3
-‐ To have the strongest impact on the target market I would suggest creating a pop-‐up shop-‐esq display where the
merchandise will live in the store. This will create a strong brand identity as well as give the new private label a more
“brand name” feel. The “pop-‐up shop” will generate interest not only from the target consumer but create higher foot
traffic in the men’s department, which will increase over all net sales.
Merchandise Strategies Macy’s Case Study
² Price Comparison and Merchandise mix
² Pop Up Shop for New Private Label
Competitive Analysis Target consumer Visual Presenta2on Merch Mix
Uniqueness of Product Offereing Best Seller
Michael Kors
Age: 26-‐45, Gender: Female, Ethnicity mix: predominate Caucasian, Income level: stable with disposable income.
The majority of the purses line the walls in shelving units. Accessories are in the center of the store, with small cases surrounding a large case in the center of the store.
M. K. offers women's apparel, handbags, shoes, and accessories. M.K. offers men's apparel, accessories, and bags. Affordable luxury.
MICHAEL Michael Kors Large Reese Satchel
Coach
Age: 26-‐45, Gender: Female, Ethnicity mix: predominate Caucasian, Income level: stable with disposable income.
The accessories line 3/4 of the wall. The front end of the store walls have they're larger purses. The center of the store has smaller purses that are on glass and silver trimmed tables.
Coach offers women's shoes, apparel, wallets, accessories, jewelry, fragrances, swim, handbags, and outerwear. Coach offers men's bags, wallets, shoes, tech, watches, clothing, and fragrances.
serial numbers that authen2cate the bags.
The Weekend Borough Bag In Leather
Burberry
Age: 26-‐45, Gender: Female, Ethnicity mix: predominate Caucasian, Income level: stable with disposable income.
The store is set up with basics in the center ie. Tees and and sweaters. Jacket, dress shirts, and accessories line the wall.
Burberry offers women's apparel, shoes, bags, fragrances, make-‐up, and accessories. Burberry offers men's apparel, bags, shoes, accessories, watches, and fragrances. Burberry also offers children's apparel.
Live-‐streamed catwalk shows. The Trench Coat
Marc Jacobs
Age: 26-‐45, Gender: Female, Ethnicity mix: predominate Caucasian, Income level: stable with disposable income.
Purses line the walls on shelves that are back lit. Toward the back of the store the clothing op2ons line the walls a\er the purses. In the center of the store are the accessories in white and glass cases.
M. C. offers women's apparel, bags, shoes, accessories, fragrances, make-‐up, watches, and eyewear. M.C. offers men's apparel, shoes, accessories, fragrances, watches, and eyewear. M.C. offers childern's appearl, swim and baby bags.
Associated with being "cool". Classic Q Hillier Hobo
Juicy Couture
Age: 26-‐45, Gender: Female, Ethnicity mix: predominate Caucasian, Income level: stable with disposable income.
The store is crowned and product is in every available place in the store. Clothing and purses are on the walls in racks and shelving units.. Clothing purses, and accessories are in the center of the store on tables and on racks. The store is set up somewhat like a maze.
J.C. offers women's apparel, swim, pajamas, bags, fragrances, jewelry, watches, and accessories .J.C. offers young girls apparel, swim, bags, and accessories. Velour tracksuit.
Viva la Juicy la fleur Fragrance
Business/Management The business administration courses are designed to prepare for the
responsibilities, skills and challenges required of today’s leaders.
Emphasis is placed on how to be proactive to changes in the
marketplace, develop and implement strategies to accomplish
goals and exceed expectations in a team environment.
Areas of Study:
² Organizational Behavior & Management
² Entrepreneurship
Business Plan Resurgence Fitness Executive Summary Executive Summary:
Name: The name for this innovative lifestyle center is Resurgence Fitness. The word Resurgence as defined by Merriam Webster is, “a rising again into life, activity, or prominence” [1]. This word was chosen as the name of our establishment due to its evocative, unique nature and gender neutrality. Description: Resurgence Fitness is a unique one-‐stop lifestyle center that will house the latest innovations in class-‐based fitness such as, barre, CrossFit, yoga, and Pilates. The advantage Resurgence Fitness will have over its competition is that it can adapt and phase out classes that are no longer relevant to our target market and replace them with the next on-‐trend innovation. Resurgence will strive to create a unique and customizable fitness experience that allows the consumer to be the architect of their own wellness and allow them the freedom to experience new fitness trends in one convenient location without significantly impacting their wallets. Our Mission: The divergent designers of Resurgence Fitness are passionate devotees to health and wellness. Resurgence Fitness’ goal is to transfer that passion into this establishment through a reinvention and revitalization of the fitness industry. Resurgence Fitness will foster a community environment that will forge interpersonal relationships between staff and the customers. We will strive to know all of our members and treat them as friends instead of bar codes. Resurgence will create an encouraging space for all levels of fitness and promote the feeling of enjoyment through wellness instead of a chore. Through our cutting-‐edge structure we will create a wellness world that our consumer can grow and thrive with, through choice and innovation.
Math/Buying
The buying course strategies are the analytical processes that include
planning, purchasing and allocation of merchandise, along with the
technical knowledge required in today’s fashion industry.
Areas of Study:
² Merchandise Math
² Technology for Merchandise Buying
² Merchandise Buying
² Applied Buying
² Merchandise Allocation
Merchandise Trend Analysis
Opportuni)es Threats
Areas of inves)ga)on % %
Current Sales Trends 1.5%
Current sales overall are up for the year in the retail sector despite the slow growth in June. (wsj.com)
2%
Retail sales only claimed 0.2% in June. This has been the slowest growth of the year. (wsj.com) Declining traffic in tradi2onal malls is having a significant effect on brick and mortar sales as well. (Kantar.com)
Economic Trends 2%
The employment outlook in the United States is steadily improving. The unemployment rate has dropped to 6.1% (according to bls.gov as of 7/3/14), the lowest level in more than 6 years. The overall economy is improving as well according to Federal Reserve Chairman, Janet Yellen, per her remarks in a recent hearing with Congress (Forbes.com). But, infla2on and lackluster GDP growth con2nue to put the job growth and overall economic health into ques2on (Forbes.com). Yet, consumer confidence has held steady in recent months according to the Gallup Economic Confidence Index (Gallup.com).
Fashion Trends 2.5%
According to Vouge.co.uk Six2es style dresses (in bold geometric prints), Wool outerwear (neutral color paleke in an oversized style with an earthy undertone), and the color Red (in knits, gowns, and coats) are on trend for 2014. Silhouekes on trend for 2014 are belted coats, bell skirts and androgynous lines. (vogue.co.uk/fashion/trends/2014-‐15)
Promo2on 0.5%
Nordstrom is focusing it's adver2sing in its online plamorm. Specifically on Pinterest.
Compe22on 3%
Due to Nordstrom recent push in the discount market their compe22on has the advantage in the higher end consumer. Both Niemen Marcus and Bloomingdales have increased their online presence while maintain a higher end image. (Kantar.com)
Expansion 3%
Focused growth in the online sector has the company focusing its financal resources in that area. Nordstrom is alloca2ng $1.2M to building up its mobile app and website as well as furthing its online efforts with their subsitaries such as Nordstrom Rack and Haute Look. Nordstrom brick and mortar and rack stores are expanding into Canada. (Forbes.com)
Social/Poli2cal 1%
Immigra2on is the highest point of conten2on. A recent Gallup poll showed that immigra2on is at important issue at 17% which is larger than dissa2sfac2on with government (16%) , economy (15%) , and jobs (14%). (CNN.com)
Legal 0% 0%
Employment Trend 2%
Unemployment has dropped to 6.1% in the United States. The employment in the retail sector alone has grown by 317,000.(bls.gov as of 7/3/14)
Total 9.5 -‐6
% of Increase or Decrease 3.5
Department Analysis Department Modifica2on Company Nordstrom Season Fall Department WILDFOX Year 2014
Classifica2on 1: Sunglasses Price Points $150-‐169 $179 $189 $199 $219 TOTAL % to Total Dept.: 15% % to total 20% 20% 20% 30% 10% 100.0% Sizes Round Cat Eye Heart Aviators Classic % to total 15% 5% 30% 25% 25% 100.0% Colors Red Black White Gold Blue
% to total 15% 30% 15% 25% 15% 100.0% Classifica2on 2: Tops Price Points $59 $68 $78 $82 $92 % to Total Dept: 25% % to total 40% 35% 10% 10% 5% 100.0% Sizes X-‐Small Small Medium Large % to total 10% 25% 40% 25% 100.0% Colors Grey w/Print Pink w/Print White w/Print Blue w/Print Red % to total 35% 15% 25% 10% 15% 100.0% Classifica2on 3: Sweaters Price Points $82 $98 $108 $122 $128 % to Total Dept: 25% % to total 23% 23% 24% 15% 15% 100.0% Sizes X-‐Small Small Medium Large % to total 15% 20% 40% 25% 100.0% Colors Black Plaid Flower Print Graphic % to total 40% 30% 15% 15% 100.0% Classifica2on 4: Bokoms Price Points $88 $98 $154 $184 $268 % to Total Dept: 20% % to total 25% 30% 25% 15% 5% 100.0% Sizes X-‐Small Small Medium Large % to total 10% 20% 35% 35% 100.0% Colors Light Blue Dark Blue Black Denim % to total 10% 20% 40% 30% 100.0% Classifica2on 5: Swim Price Points $50 $76 $78 $138 % to Total Dept: 15% % to total 35% 35% 30% 5% 105.0% Sizes X-‐Small Small Medium Large % to total 25% 25% 30% 20% 100.0% Colors Pink Black Blue White Graphic % to total 25% 30% 5% 5% 35% 100.0%
6 Month Buying Plan Actual -‐ Last Year AUG SEP OCT NOV DEC JAN Total Actual Markdown
Beg.Month Stock $531.6 $688.5 $567.3 $990.3 $940.7 $366.4 $4,084.8 $ % STS Ratio 2.4 3.0 3.3 3.2 1.9 3.7 2.7 $339.5 22.2% Sales $221.4 $230.6 $172.6 $310.0 $493.2 $99.3 $1,527.0 Sales % Total 14.5% 15.1% 11.3% 20.3% 32.3% 6.5% 100.0% Markdowns $30.8 $32.0 $33.5 $66.2 $113.8 $63.2 $339.5 Average Stock Markdown % 13.9% 13.9% 19.4% 21.4% 23.1% 63.6% 22.2% ACT Purchases $409.1 $141.4 $629.1 $326.6 $32.7 $188.2 $1,727.0 $639.6 End Month Stock $688.5 $567.3 $990.3 $940.7 $366.4 $392.1 $3,945.3 Turnover ACT Future Sales FEB 2.4 $108.9
STS Ratio 3.6 MARKUP % 59.5%
Plan -‐ This Year AUG SEP OCT NOV DEC JAN Total Actual Markdown
Beg.Month Stock $550.0 $715.9 $589.3 $1,026.7 $969.9 $380.1 $4,267.2 $ % STS Ratio 2.4 3.0 3.3 3.2 1.9 3.7 2.7 $350.00 22.2% Sales $229.2 $238.6 $178.6 $320.8 $510.5 $102.7 $1,580.4 Sales % Total 14.5% 15.1% 11.3% 20.3% 32.3% 6.5% 100.0% 3.5% Markdowns $31.9 $33.2 $34.6 $68.7 $117.9 $65.3 $350.9 Average Stock Markdown % 13.9% 13.9% 19.4% 21.4% 23.1% 63.6% 22.2% PLN Purchases $426.9 $145.2 $650.6 $332.7 $38.6 $193.7 $1,751.8 667.6 End Month Stock $715.9 $589.3 $1,026.7 $969.9 $380.1 $405.8 $4,087.7 Turnover Future Sales FEB PLN $112.7 $2.37
STS Ratio 3.6 MARKUP %
Open To Buy Open To Buy Worksheet Total
Aug Sep Oct Nov Dec Jan Spring
BOM Actual/Frcst $1,635.0 $1,470.7 $1,752.4 $1,721.8 $1,582.8 $1,668.3 $9,831.04
Plan $1,600.0 $1,415.5 $1,585.5 $1,550.0 $1,365.0 $1,450.5 $8,966.5
Last year $1,725.0 $1,535.3 $1,695.7 $1,688.9 $1,473.1 $1,602.1 $9,720.1
Act to Plan % 2.2% 3.9% 10.5% 11.1% 16.0% 15.0% 9.6%
Actual to LY % -5.2% -4.2% 3.3% 1.9% 7.4% 4.1% 1.1%
Monthly STS Actual/Frcst 3.4 3.2 3.0 3.5 3.6 3.2 3.3
Ratio/ Plan 3.5 3.2 2.9 3.2 3.1 2.8 2.0
Season Turn Last Year 3.8 3.5 3.2 3.5 3.4 3.1 1.8
Sales Actual/Frcst $483.0 $458.4 $583.2 $494.7 $445.0 $517.0 $2,981.20
Plan $460.0 $445.0 $545.0 $485.0 $445.0 $517.0 $2,897.0
Last year $454.1 $433.8 $536.2 $484.9 $432.8 $516.8 $2,858.6
Act to Plan % 5.0% 3.0% 7.0% 2.0% 0.0% 0.0% 2.9%
Actual to LY % 6.4% 5.7% 8.8% 2.0% 2.8% 0.0% 4.3%
Markdown $ Actual/Frcst $106.3 $55.0 $122.5 $69.3 $50.0 $148.0 $550.98
Plan $94.5 $48.5 $58.5 $51.5 $50.0 $148.0 $451.0
Last year $100.8 $44.5 $57.2 $50.8 $53.2 $168.4 $474.9
Markdown % Actual/Frcst 22% 12.0% 21.0% 14.0% 11.2% 28.6% 18.5%
Plan 20.5% 10.9% 10.7% 10.6% 11.2% 28.6% 15.6%
Last year 22.2% 10.3% 10.7% 10.5% 12.3% 32.6% 16.6%
Receipts Actual/Frcst $425.0 $795.0 $675.0 $425.0 $580.5 $345.0 $3,245.5
Plan $370.0 $663.5 $568.0 $351.5 $580.5 $345.0 $2,878.5
Last year $365.2 $638.7 $586.6 $319.9 $615.0 $350.0 $2,875.4
EOM Actual/Frcst $1,470.7 $1,752.4 $1,721.8 $1,582.8 $1,668.3 $1,348.3 $9,544.4
Plan $1,415.5 $1,585.5 $1,550.0 $1,365.0 $1,450.5 $1,130.5 $8,497.0 Last year $1,535.3 $1,695.7 $1,688.9 $1,473.1 $1,602.1 $1,266.9 $9,262.0
Open to Buy -55.2 -166.9 -171.8 -217.8 -217.8 -217.8
Purchase Order PURCHASE ORDER PO #: 61146
STORE NAME: Nordstrom VENDOR: Kensie FREIGHT ALLOWANCE: Nordstrom DEPT: Women's Dresses ADDRESS: 860 S Los Angeles FOB PT: Los Angeles ORDER DATE: 11/15/14 Los Angeles CA 90015 SHIP VIA: Ground DO NOT SHIP BEFORE: 25-‐Nov TERMS: 2%/15, 30 CANCEL IF NOT RECD: 5-‐Jan
CLASS STYLE DESCRIPTION COLOR SIZE TOTAL UNITS Unit Cost COST TOTAL Unit Retail RETAIL TOTAL MU% MU $
Tank Top Dress KS3K9S65 Spaced Daisie Black Combo XS 7 $44.00 $308.00 $89.00 $623.00 50.6% $315.00
S 11 $44.00 $484.00 $89.00 $979.00 50.6% $495.00 M 22 $44.00 $968.00 $89.00 $1,958.00 50.6% $990.00 L 22 $44.00 $968.00 $89.00 $1,958.00 50.6% $990.00 XL 11 $44.00 $484.00 $89.00 $979.00 50.6% $495.00 Subtotal $3,212.00 $6,497.00 $3,285.00 KS3K9822 Stretchy Make Egg Shell Combo XS 6 $49.00 $294.00 $99.00 $594.00 50.5% $300.00 S 14 $49.00 $686.00 $99.00 $1,386.00 50.5% $700.00 M 41 $49.00 $2,009.00 $99.00 $4,059.00 50.5% $2,050.00 L 39 $49.00 $1,911.00 $99.00 $3,861.00 50.5% $1,950.00 XL 18 $49.00 $882.00 $99.00 $1,782.00 50.5% $900.00 Subtotal $5,782.00 $11,682.00 $5,900.00
Cap Sleeve Dresses KS2K9S12 Floral Lace Iced Orange Combo XS 8 $49.00 $392.00 $99.00 $792.00 50.5% $400.00
S 19 $49.00 $931.00 $99.00 $1,881.00 50.5% $950.00 M 36 $49.00 $1,764.00 $99.00 $3,564.00 50.5% $1,800.00 L 32 $49.00 $1,568.00 $99.00 $3,168.00 50.5% $1,600.00 XL 13 $49.00 $637.00 $99.00 $1,287.00 50.5% $650.00 Subtotal $5,292.00 $10,692.00 $5,400.00
KS3K9898 Drapey French Terry Heather Charcoal Combo XS 12 $44.00 $528.00 $89.00 $1,068.00 50.6% $540.00 S 40 $44.00 $1,760.00 $89.00 $3,560.00 50.6% $1,800.00 M 99 $44.00 $4,356.00 $89.00 $8,811.00 50.6% $4,455.00 L 52 $44.00 $2,288.00 $89.00 $4,628.00 50.6% $2,340.00 XL 33 $44.00 $1,452.00 $89.00 $2,937.00 50.6% $1,485.00 Subtotal $10,384.00 $21,004.00 $10,620.00
Spagher Strap Dresses KS3K9S55 Mirrored Mini Floral Black Combo XS 5 $39.00 $195.00 $79.00 $395.00 50.6% $200.00 S 9 $39.00 $351.00 $79.00 $711.00 50.6% $360.00 M 22 $39.00 $858.00 $79.00 $1,738.00 50.6% $880.00 L 17 $39.00 $663.00 $79.00 $1,343.00 50.6% $680.00 XL 9 $39.00 $351.00 $79.00 $711.00 50.6% $360.00 Subtotal $2,418.00 $4,898.00 $2,480.00 KS3K9914 Uneven Dots Black Combo XS 4 $44.00 $176.00 $89.00 $356.00 50.6% $180.00 S 21 $44.00 $924.00 $89.00 $1,869.00 50.6% $945.00 M 34 $44.00 $1,496.00 $89.00 $3,026.00 50.6% $1,530.00 L 29 $44.00 $1,276.00 $89.00 $2,581.00 50.6% $1,305.00 XL 9 $44.00 $396.00 $89.00 $801.00 50.6% $405.00 Subtotal $4,268.00 $8,633.00 $4,365.00 Discount 2% Subtotal $44,864.00 $90,669.00 $45,805.00 TOTAL (A\er discount) $43,966.72 $90,669.00 51.5% $46,702.28
Assortment Plan Department: Dresses Month: DEC Class: Class % Class Purchase $ Tank 20% $18.1 Short Sleeve 30% $27.2 Cap Sleeve 35% $31.7 Spagher 15% $13.6 Planned Receipts $90,600.0 Actual Receipts $90,402.0 Classifica)on #1 Style Descrip)on Unit Retail Ttl Units for Style Size % by Size Units by Size Total $ KS3K9S65 Spaced Daisies $89.00 72 XS 10% 7 $640.8 KS3K9S65 Spaced Daisies $89.00 S 15% 11 $961.2 KS3K9S65 Spaced Daisies $89.00 M 30% 22 $1,922.4 KS3K9S65 Spaced Daisies $89.00 L 30% 22 $1,922.4 KS3K9S65 Spaced Daisies $89.00 XL 15% 11 $961.2 Subtotal $6,408.0 KS3K9822 Stretchy Make $99.00 118 XS 5% 6 $584.1 KS3K9822 Stretchy Make $99.00 S 12% 14 $1,401.8 KS3K9822 Stretchy Make $99.00 M 35% 41 $4,088.7 KS3K9822 Stretchy Make $99.00 L 33% 39 $3,855.1 KS3K9822 Stretchy Make $99.00 XL 15% 18 $1,752.3 Subtotal $11,682.0 TOTAL $18,090.0 Classifica)on #2 Style Descrip)on Unit Retail Ttl Units for Style Size % by Size Units by Size Total $ KS3K9824 Square Eyelet $119.00 176 XS 10% 18 $2,094.4 KS3K9824 Square Eyelet $119.00 S 20% 35 $4,188.8 KS3K9824 Square Eyelet $119.00 M 30% 53 $6,283.2 KS3K9824 Square Eyelet $119.00 L 25% 44 $5,236.0 KS3K9824 Square Eyelet $119.00 XL 15% 26 $3,141.6 Subtotal $20,944.0 KS3K9823 Open Lace $89.00 70 XS 5% 4 $311.5 KS3K9823 Open Lace $89.00 S 12% 8 $747.6 KS3K9823 Open Lace $89.00 M 35% 25 $2,180.5 KS3K9823 Open Lace $89.00 L 33% 23 $2,055.9 KS3K9823 Open Lace $89.00 XL 15% 11 $934.5 Subtotal $6,230.0 TOTAL $27,174.0