Meet Peter
It is 6 am and Peter Dublin awakes in his 2 bedroom apartment in Chicago, IL. He first
makes his Starbucks coffee as he says a quick “hello” to his roommate Stephen. He and
Stephen are not really friends, but Peter was in a rush to find a roommate and found him
on craigslist; the next week they found a place in the Gold Cost. Peter then feeds his
golden lab, Wesson, who is Peter’s bud. He takes a shower and puts his Banana Republic
cologne on, hoping it may attract a co-worker. He doesn’t do much with his hair, except
run a little moose through the tips. He works at an advertising firm, where he is allowed
to dress how he normally likes to dress (edgy and professional). He puts on his JCrew
brown suit that looks rather casual due to its material appearance. He then puts on his
bow tie, again from JCrew, and again looking rather casual. He puts on his Ray-Ban
glasses and throws on his Doc Martins. Peter loves his job because people respect him
and love his innovative ideas. Peter makes around $75,000 a year which is quite
successful at the age of 28. Throughout the day he handles meetings with other
advertising agencies and takes his clients out to lunch. After a hard, long day at work,
Peter is ready for his evening work out. His number one stress reliever and how he keeps
so fit, is rock climbing. He usually goes with his buddy Eric, but enjoys going by himself
so that he can have some alone time. Peter is highly concerned with the way he dresses
and his outward appearance. He comes off as if he doesn’t care what he looks like; almost looking like a hipster, well in a
more professional way. After he is done rock climbing, he goes home and makes dinner. He rather enjoys cooking (even
though he is not the best cook). He likes to practice cooking in hopes to impress a girl one day. He also loves spending
quality time with Wesson. After dinner he usually lays in bed falling asleep to the discovery channel. He then repeats this
schedule pretty much every day.
Company: White House Black Market
Category: Apparel/Ready to wear
Consumer: 25-35 Male (professional, edgy, income: 75 k)
Ideas for new brand extension: White House Black Market is known for its woman’s
apparel. They usually cater to a more conservative look with an age group of 35 and
up. Their target customer is one who is very conservative but fashion forward, has a
great career with a discretionary spending, and someone who needs personal
assistance. In the new collective in which I wish to add is a more sporty edgy line for a
25-35 year old man. I want this new line to be modernized with different patterns,
prints, and silhouettes. Because White House Black Market is primarily black and
white and their one pop of color each season, I want the new men’s line to carry this
same pop of color. Since the line I am designing is for Fall 2013, the pop of color is
going to be a rusty red. I want this line to carry items that can transform from work to
casual. I want to show the importance of transforming it from work to casual because
this age group still likes to go out with friends on weekends and likes to be
comfortable.
The following are pieces that would
start a new launch to this line:
PANTS: Eight types of pants will be
offered. One skinny jeans (in a dark
wash), one cuffed skinny corduroys
(rusty red), one boot cut jean, Two
cotton skinny trousers: One black and
one Khaki
BUTTON DOWN SHIRTS: Three
styles of button down wool blend shirts
will be available. One wool blend that is
rust red, one wool blend black button
down, one plaid black and red button
down flannel
VESTS: two different vests: One black,
silk vest and another plaid cotton vest.
SWEATERS: two different sweaters will
be available: One black V-neck sweater
with hounds tooth elbow pads, and one
khaki button up cardigan
Product
Classifications
PANTS
"Charlie Skinny" #1421A05 Dark Washed Skinny Jean
"Cordicals" #1421B02
Red Cuffed Corduroy
Skinny
"Dean Jean" #1421D05
Medium Wash Boot Cut
Jean
"Legacy Trouser" #1421C01
Black Cotton Skinny
Trouser
"Legacy Trouser" #1421C03
Khaki Cotton Skinny
Trouser
SHIRTS
"Rust" #1452A02 Rust Red Wool Blend Button Down
"Black" #1452A01
Black Button
Down
"Rust n Plaid" #1452B06
Plaid Black and Red Button Down
Flannel
VESTS
"Tailored Silk" #1434A01 Black Silk Tailored Vest
"Tailored Cotton" #1434B07 Plaid White Black and Rust Red Vest
SWEATERS
"Vneck Black" #1442B01 Black Vneck Sweater with Elbowpads
"Cardi Camel" #1443A03 Khaki Button up Cardigan
Brand Identity
Classic, Simple, Unforgettable
Selling Appeal : Customers are drawn to our product because they think of black and white simple clothing, but when
passing by they get excited to see that we have a pop of color each season. This keeps our customers excited to see what the
next pop of color is and will ensure they will come back. They also get another option to have their simple, classic pieces
that everyone needs in their wardrobe. These classic pieces are a great fit and acquire excellent fabrications. Our customer
knows that our product lasts years and fits like a glove. Our price point is perfect for our customer, so they can afford a
whole new wardrobe in just one shopping trip.
Classic black and white clothes with a unique pop of color.
Great classic pieces that have outstanding fits that lasts them for years.
Great price point for work and casual pieces.
Distinct Characteristics: We are distinctly different from our competitors in many areas. The largest area we are
distinct in is our pop of color each season. The items we do carry that entail this color are limited, must have items that
excite our customer because they are exclusive. We use distinct fabrics that have are flattering to each figure and are very
comfortable. Our clothing is suitable for most occasions. It is easily transformed from work to casual, or day to night.
Limited, exclusive, specific pop of colored pieces
Distinct fabrications that are flattering and comfort the body
Clothing is easily transformable from night to day and can work for most occasions
Geographic Locations: Naperville, Oakbrook, and Water tower
These specific geographic locations were chosen because they are upscale areas, where the target customer can afford to
shop.
Model Lineup Sheets
Peter
Sweater:
Camel long sleeve with four button closures on front
Pant:
Black corduroys with fly zipper and one button closure
Men sizes: SM-XL/29-40
Style # Sweater: #1443A-03
Style #Cord: #1421B-01
Joe
Sweater:
Black V-neck with patches of houndstooth, four button
closures in center, functional pocket on right side
Pant:
Charlie Skinny Jean, Dark denim wash with wiskering, fly
zipper with one button closure in front
Men sizes: SM-XL/29-40
Style # Sweater: #1442B-01
Style #Jean: #1421A-05
Chris
Vest:
V neck plaid vest with one functional button closure on front, built in
lining, side darting
Pant:
Black legacy skinny trouser, with fly zipper, one functional button in
front, banded at bottom
Men sizes: SM-XL/29-40
Style # Vest: #1434B-07
Style #Trouser: #1421C-01
Kevin
Vest:
V neck, one functional button closure, built in lining, front patch
Pant:
Rust corduroy pant, cuffed bottom, zipper fly, one functional
button closure
Men sizes: SM-XL/29-40
Style # Vest: #1434A-01
Style # Pant: #1421B-02
Justin
Black Flannel:
Long Sleeve with cuff, six button closures, side darting
Khaki Pant:
Skinny khaki trouser, one button closure, fly zipper
Men sizes: SM-XL/29-40
Style # Flannel: #1452A-01
Style # Pant: #1421C-03
Ben
Rust Button Down:
Long Sleeve with cuff, six button closures, side darting
Jean:
Boot legged, button closure, fly zipper, distressed and whiskering
Men sizes: SM-XL/29-40
Style # Shirt: #1452A-02
Style # Jean: #1421D-05
Executive Team
Strategy Tactics Person
Responsible $ Budget
Completion
Date
1 Trunk/Fashion
show
Contact venues,
pick product, find
models
Marketing
Manager, Product
Manager, Stylist
Manager
$2,000 June 1st, June
2nd, June 4th
2 Birthday
Coupons
Contact clientele,
write letters, send
letters out
Clientle Manager,
Store Manager $200
June 27th, June
28th, July 2nd
3 Calling
Campaign
List of new clientele,
associates call
personal clientle
Clientle Manager,
Store Manager,
Sales Associate
$50
August 1st,
August 2nd,
August 3rd
4 Launch Personal
Styling App
Contact phone
company, send out
email blasts,
clientele sign up
Marketing
Manager, Store
Manager
$1,000 August 1st-
September 1st
5 Special Sale
Merchandise Signage, email blast
Marketing
Manager,
Clientele
Manager, Store
Manager
$100 October 1st-
October 10th
Brand
Sales Projection
Introduction - 4 wks input # # input auto
Product Units Sold On Hand
Pants 75 30 45
Shirts 27 12 15
Vests 16 7 9
Sweater 18 8 10
0
0
0
Total 136 57 79
Maintanence - 4 wks auto input auto
Product Units Sold On Hand
Pants 45 28 17
Shirts 15 10 5
Vests 9 6 3
Sweater 10 7 3
0 0
0 0
0 0
Total 79 51 28
Clearance - 2wks auto input auto
Product Units Sold On Hand
Pants 17 9 8
Shirts 5 2 3
Vests 3 2 1
Sweater 3 2 1
0 0
0 0
0 0
Total 28 15 13
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