Merchandising: Concept to Consumer

Opening CeremonyThe PowerSuit

Table of Contents

Executive Summary…………….1Vision Statement………………..2Mission Statement………………3Social Responsibility…………….4Customer Profile…………………5Customer Narrative……………..6-7Inspiration………………………..8Group Overview…………………9-10Classification Page……………..11Master Page…………………….12Cost Sheet………………………13-20Line Sheet……………………….Brand identity……………………Retail Partner……………………Production Calendar……………Purchase Order…………………Sales Projection by Item……….Sales Projection Master Page…Floor Plans……………………….Marketing Plan…………………..Press Kit………………………..Bibliography…………………….

Executive SummaryOpening Ceremony stores are not just retail spaces, but serve

as showrooms and galleries for brands from all over the world.

Opening Ceremony brings abroad a new city to their company.

Based on the new city they take on, Opening Ceremony

recreates a shopping tour based on four different perspectives:

established designer, emerging designers, one of a kind vintage

pieces and select items from the open-air markets.

The PowerSuit collection is a brand extension for Opening

Ceremony. This collection embodies power, glamour and

success. It allows the fun, yet hard working woman a different

approach to your typical workweek suit.

Vision Statement

Each year Opening Ceremony adds a new

country to our home team. We appreciate the

opportunity we have to turn our stores in a

souvenir-type store for customers visiting

from all over the world. Our goal is to open up

10 more stores by the year 2020.

Mission StatementTaking its name and mission statement from the

modern Olympic Games, founded by Baron Pierre de

Coubertin, Opening Ceremony adopts a multinational

approach to retail. In addition to stocking both iconic

and emerging homegrown designers, every year OC

showcases the spirit and merchandise of a visiting

country, transforming each store into a marketplace for

exotic souvenirs and international talent.

Social ResponsibilityOpening Ceremony will be teaming up with Women for Women International for this brand

extension. 50% of proceeds will be going towards this cause.

“Women for Women International provides women survivors of war, civil strife and other conflicts with the

tools and resources to move from crisis and poverty to stability and self-sufficiency, thereby promoting viable

civil societies. Women for Women’s 12 month training program helps give women the support and skills they

need to be economically self-sufficient and become leaders in their communities.”

Customer ProfileGeographic

● East, West, Midwest● City size- 5000+● Population- Urban● Climate- Temperate

Demographic● Age: 40-55● Gender: Female● Income: $80,000+● Education: College Graduate

Sociocultural● Culture: multi-cultural

● Social Class: Higher Class

● Marital Class: Single, Married, Divorced

● Psychographics: Hard workers, successful, achievers

Customer Narrative

Miranda wakes up every morning to the views of busy life in

Upper East Side Manhattan. She lives alone in her penthouse

with her two fabulous little Pomeranians, whom she spoils

rotten. When she gets up breakfast is already waiting for her

outside her door. After eating, she takes a shower in her 24K

gold shower, picks out an outfit that fits the woman she feels

like being for the day and then sits on her vanity and puts on

her face.

She then proceeds to check her email and her schedule for the

day. Miranda has worked in the fashion industry for as long as

she can remember and has made a name for herself over the

years. Her hard work has never gone unnoticed. She used to be

a buyer for Barney’s, but now has opened her own vintage store

where you can purchase almost impossible to find pieces from Chanel, Oscar De La

Renta, Valentino, and more. She gets photographed in her avant garde outfits every

time she steps onto the streets of not just NYC, but Paris, Milan, and London as well.

Since fashion week is approaching, she has been running around the city having

meetings with prestigious people who are in town from all over the world. Miranda

has a lovable personality and an excitement towards life, so she has many friends.

After her daily home routine, her driver is always waiting outside her building to take

her wherever her adventure of the day leads too. She almost always meets up with

her best friend, Iris Apfel for lunch or dinner everyday. They spend hours laughing and

talking over steaks and wine. Today they will be discussing the shows they will be

attending and what they are planning to show up in.

Miranda has been married a couple times, but has come to the conclusion that

commitment just isn’t her thing. As a 50-year-old woman she takes pride in going

out, having fun, and enjoying life.

Inspiration

Group Overview

Barbie JacketStyle# 12710-01

Barbie SkirtStyle# 12711-01

Emerald JacketStyle# 12712-02

Emerald Cigarette PantStyle# 12713-02

Denim JacketStyle# 12714-03

Denim PantsStyle# 12715-03

Leather Moto JacketStyle#12716-04

Leather Midi SkirtStyle# 12717-04

Classification Plan1. Year

1. 20162. 20173. 20184. 2019

2. Season1. Fall2. Winter3. Spring4. summer

3. Class1. Outerwear2. Bottoms

4. Subclass1. Outerwear

1. Jackets 2. Bottoms

1. Skirts2. Pants

5. Color1. Pink2. Emerald3. Blue4. Black

Master Page1. Barbie Jacket style#12710-012. Barbie Skirt style#12711-013. Emerald Jacket style#12712-024. Emerald Cigarette Pant style#12713-025. Denim Jacket style#12714-036. Denim Pant style#12715-037. Leather Moto Jacket style#12716-048. Leather Midi Skirt style#12717-04

Date: 11/01/15Product Description: Barbie JacketSizes: 0,2,4,6,8,10

Style #: 12710-01Season: fall/winterWholesale: $800Sugg. Retail: $1600

Material Yards Price Amount

Wool-mohair 1 $19.99 $19.99China Silk 1 $12.99 $12.99

Total Material Cost$32.98

Trimmings Quantity Price Amount

Buttons 1 $1.74 $1.74Brand Label 1 $0.10 $0.10Care & Content 1 $0.10 $0.10Label

Total Trimmings Cost$1.94

Labor Amount

Assembly $15.00Cut/Sew $25.00Shipping $10.00

Total Labor Cost $50.00

Total Cost of Production $84.92

Date: 11/01/15Product Description: Barbie SkirtSizes: 0,2,4,6,8,10




Buttons 6 $1.74 $10.44

Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label

Total Trimmings Cost $10.64

Wool-mohair 1 $19.99 $19.99China Silk 1 $12.99 $12.99


Labor Amount




Date: 11/01/15Product Description: Emerald JacketSizes: 0,2,4,6,8,10

Style #: 12712-02Season: fall/winterWholesale: $1,000Sugg. Retail: $2,000


Jacquard 1 $29.99 $29.99China Silk 1 $12.99 $12.99



Fox Fur Cuffs 2 $79.99 159.98Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label


Labor Amount




Date: 11/01/15Product Description: Emerald Cigarette PantSizes: 0,2,4,6,8,10



Jacquard 1 $29.99 $29.99China Silk 1 $12.99 $12.99



Feather Pad Goose 20 $2.79 $55.80Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label


Labor Amount




Date: 11/01/15Product Description: Denim JacketSizes: 0,2,4,6,8,10



Denim 1 $9.99 $9.99



Metal Buttons 2 3.99 $7.98Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label


Labor Amount




Date: 11/01/15Product Description: Denim PantsSizes: 0,2,4,6,8,10



Denim 1 $9.99 $9.99



Metal Buttons 1 3.99 $3.99Invisible Zipper 1 $0.74 $0.74Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label


Labor Amount




Date: 11/01/15Product Description: Leather Moto JacketSizes: 0,2,4,6,8,10


Material Pieces Price Amount

Pebbled Lamb 3 $50.99 $152.97Leather



Invisible Zipper 1 $0.74 $0.74Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label


Labor Amount




Date: 11/01/15Product Description: Leather Midi SkirtSizes: 0,2,4,6,8,10


Material Pieces Price Amount

Pebbled Lamb 3 $50.99 $152.97Leather



Invisible Zipper 1 $0.74 $0.74Brand Label 1 $0.10 $0.10Care & Content l 1 $0.10 $0.10Label


Labor Amount




Line SheetsOpening Ceremony: The PowerSuitFall/Winter 2016Delivery: July 1-August 1

Suit JacketsColors: pink, emerald, blue, black

Barbie JacketStyle# 12710-01

Emerald JacketStyle# 12712-02

Denim JacketStyle# 12714-03 Leather Moto Jacket

Style#12716-04

Line SheetsOpening Ceremony: The PowerSuitFall/Winter 2016Delivery: July 1-August 1

Suit PantsColors: pink, emerald, blue, black

Barbie SkirtStyle# 12711-01

Emerald Cigarette PantStyle# 12713-02

Denim PantsStyle# 12715-03

Leather Midi SkirtStyle# 12717-04

Brand Identity● Avant Garde● Eclectic● Controversial

Selling AppealThe selling appeal of this line is how limited and exquisite it is. It is a hard to find fun, avant-garde collection for women. This line will give fashion- loving women what they have been yearning for. Factors that sell this product include its great quality, its high-end status, its exclusivity and the fact that Opening Ceremony has yet to come out with a collection like this for the age range of women 40-50 years old.

Distinct Characteristics● Unique closures● Tasteful prints and fabrics● Exclusive

Retail PartnerBarneys New York is a luxury specialty retailer renowned for having the most discerning edit from the world’s top designers, including women’s and men’s ready-to-wear, accessories, shoes, jewelry, cosmetics, fragrances, and gifts for the home. Barneys' signature sense of wit and style is manifested in its creative advertising campaigns, original holiday themes, and celebrated window displays. Today, Barneys New York operates flagship stores in New York City, Beverly Hills, Chicago, Seattle, Boston, San Francisco, Las Vegas, Los Angeles and Scottsdale along with a preeminent luxury online store.

The following locations will be selling Opening Ceremony: The PowerSuit

NEW YORK BEVERLY HILLS CHICAGO600 Madison Avenue 9570 Wilshire Blvd. 15 E. Oak St.NY,NY 10065 Beverly Hills, CA 90212 Chicago,IL 60611

August 2016:● consumer research● market analysis● product/niche● fabric sourcing

Production Calendar

September:● survey/focus group● review/mission/vision● mood board● idea/design generating● flats/sketches● assortment planning● sample yardage/fabric

April:● regional markets● identifying best/worst sellers● order production fabric/trim● retail part-line editing(deletion)

October:● pattern development● drape/first sample● fit meeting● edits● second/final sample

November:● line editing● cost sheets

(finalizing)● marketing concept

December:● buyer list (retail

partnership)● contacting show

appointments

January 2017:● prep for market● social media● promo/photoshoot● line sheets● purchase orders/invoice copies

February:● NYC market● selling/trade

shows

March:● regional markets● selling/tradeshows

May:● production● order

confirmations

June:● quality

control/clearance

July:● shipping● packing/sorting/prepping

for shipment

Purchase Order

Sales Projection by Item

Product Units Sold On-Hand

Barbie Jacket 50 15 35Barbie Skirt 50 10 40Emerald Jacket 50 40 10Emerald Pant 50 40 10Denim Jacket 50 50 0Denim Pants 50 15 35Leather MotoJacket 50 40 10Leather Midi Skirt 50 50 0

Introduction-4 weeks Maintenance-4 weeks



Clearance-2 weeks



Sales Projection by Item (cont.)

Sales Projection Master Page

1. Introductory 1. Beginning on hand 4002. Sales 2603. Ending on Hand 140

2. Maintenance 1. Beginning on hand 1402. Sales 853. Ending on Hand 55

3. Clearance 1. Beginning on hand 552. Sales 553. Ending on Hand 0

Floor Plan

Marketing Plan-Introduction PhaseObjective: To bring something new and exclusive to a different demographic than the typical Opening Ceremony audience. This brand extension was created to embrace the youth within every woman regardless of her age.

Strategy: Bring in Barney’s top customers, but reach out to new potential buyers as well.

Tactic: Top professionals in the industry including buyers and editors along with loyal customers of the 3 locations carrying the brand extension will receive invites by mail to come see the new line before anyone else.

Control Method: There will be a private party serving drinks and appetizers all night long. Music will be played all night and guests will have the opportunity to try on and pre-order the garments.

Marketing Plan-Maintenance PhaseObjective: Attract new customers and make them want to become more familiar and involved with the brand.

Strategy: Make new customers feel appreciated and involved with the brand.

Tactic: New customers will receive a chance to attend a future Opening Ceremony when purchasing their items.

Control Method: Program in customer’s information and constantly keep them updated on all future promotions and events.

Marketing Plan-Clearance Phase

Objective: Continue attracting new customers and making them want to continue shopping with Opening Ceremony and to Barney’s.

Strategy: Give customers an exclusive and limited time sale promotion.

Tactic: Customers will feel the rush to purchase items since they will never be at a lower price point.

Control Method:Remaining items that have not yet been sold will be 30% for two days only.

Press ReleaseFOR IMMEDIATE RELEASENovember 12, 2015

Clothing brand, Opening Ceremony partners up with Women for Women organization.New York City, New York November 12, 2015 – Opening Ceremony announced today that it will partner with Women for Women on their latest collection for Barney’s New York. Half of the proceeds from the brand’s new and limited suit line will go towards Women for Women, a non for-profit humanitarian organization dedicated to financial, educational, and interpersonal support of women survivors of war, poverty and injustice.“Opening Ceremony is committed to working with humanitarian organizations to help rebuild affected communities and assist families,” states brand manager Rebecca Thompson.# # # Contacts:Bella [email protected] more at: openingceremonypowersuit.com

Bibliographyhttps://www.openingceremony.com/about/oc

http://www.barneys.com/

http://www.womenforwomen.org/

https://www.openingceremony.com/about/oc

https://www.openingceremony.com/about/oc





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Merchandising: Concept to Consumer