Transcript
HALLE GARRUS
BP CONTEMPORARY SHOES
AUGUST 12TH 2015
How do we become more relevant to the Young Customer?
2
OVERVIEW
Getting social with the YC
through stronger
connections with suppliers and blogger
relationships.
Impacting shoe business with
product assortment &
Merchandising.
Identifying the YC & analyzing the impact they have on our shoe business.
3
YC ACCOUNTS FOR 25%-27% OF OUR TOTAL SALES
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ACQUIRING 1%= $57.1M
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WHO IS THE YOUNG CUSTOMER?
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WHO IS THE YOUNG CUSTOMER?ON AVERAGE HOW MUCH IS THE YC SPENDING ON SHOES
$50 or Less $50-$100 $100-$150 Over $200
15%
54%
24%
8%
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FLATS HEELS ATHLETIC BOOTS WEDGES OTHER
22%
35%
11%
14%
7%
11 %
WHAT ARE THEY BUYING?WHO IS THE YOUNG CUSTOMER?
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IMPACTING OUR BUSINESS
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IMPACTING OUR BUSINESSHEEL AND FLAT COUNT IN THE $100 OR LESS PRICE RANGE
STORE AND ONLINE COMPETITION HEEL AND FLAT COUNT
DILLARDS 1,183
ZAPPOS 2,645
MACY’S 1,000
DSW 1,824
NORDSTROM 781
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PRODUCT ASSORTMENT AND MERCHANDISING TO THE YC
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PRODUCT ASSORTMENT & MERCHANDISING TOP YC BRANDS DEPARTMENT 521
TOPSHOPTop YC BrandsTop 4 Supplier96% Increase Sell Through of 72%
FREE PEOPLE Top YC Brand Top 6 Supplier4661% IncreaseSell Through of 73.4%
HINGEYC Price PointTop 5 supplier(14.2%) Sell Through of 85%
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PRODUCT ASSORTMENT & MERCHANDISING
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PRODUCT ASSORTMENT & MERCHANDISING NORDSTROM & FREE PEOPLE
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PRODUCT ASSORTMENT & MERCHANDISING TO THE YCNORDSTROMFREE PEOPLE
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PRODUCT ASSORTMENT & MERCHANDISING HEEL CLASS IN THE TREND DROP DOWN.
Nasty Gal Zappos TOPSHOP
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GETTING SOCIALWHAT’S WORKED FOR US?
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GETTING SOCIAL PARTNERING WITH OUR SUPPLIERS
TOPSHOP Collaboration with Kendall and Kylie
A perfect combination of their California meets red-carpet style, the pieces range from bold slogan jumpers and layered maxi dresses (very Kylie) to vintage-style peasant blouses and well-worn denim shorts (very Kendall).
With over 60 million Instagram followers between them, there is no doubt that their first collection with the brand will be a total sell-out.
"We very much wanted to capture the essence of our own lifestyles and create pieces that would fit perfectly into our wardrobes."
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GETTING SOCIALFASHION BLOGGERS
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GETTING SOCIALOPPORTUNITIES FOR GROWTH
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GETTING SOCIALSUPPLIER PARTNERSHIPS
Kendall & KylieGigi Hadid
Julie SarinanaAlexa Chung
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GETTING SOCIALFASHION BLOGGERS
Julie Sarinana
Instagram Followers: 2.5M
Blog Name: Sincerely Jules/ sincerelyjules.com
Jessica SteinInstagram Followers : 1.7M @tuulavintage
Blog Name : Tuula / tuulavintage.com
Kimberly Pesch
Instagram Followers: 181K @eatsleepwear
Blog Name: Eat/ Sleep/ Wear / www.eatsleepwear.com
Test Doors: (1 )DT Seattle, (4) Bellvue, (25) Wash Square, (220) Michigan Ave, (320) South Coast, (349) Grove, (360) Fashion Valley,(380) Fashion Square, (427) San Fransisco, (730) Houston Galleria ,Online, Mobile
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RECAP
Getting social with the YC
through stronger
connections with suppliers and blogger
relationships.
Impacting business with
product assortment &
Merchandising.
Identifying the YC & analyzing the impact they have on our business.
23
ACQUIRING 1%= $57.1M
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