ABrandFinal

A. Brand

Table of Contents

Part I Mood Board 2 Mission Statement 3 Concept Statement 4 Customer Profile 5 Customer Narrative 6 Classification Sheet 9 Line Sheet 10 Color Story 11 Cost Sheets 12 Part II 24 Planning Calendar 25 Invoice 26 Introductory Floor Plan 27 Maintenance Floor Plan 28 Clearance Floor Plan 29 Key Code Sheet 30 High Table Fixture 32 Martin Table Fixture 33 Martin Table Fixture 34 Display Unit Fixture 35 Tote Storage Fixture 36 Cash Wrap Fixture 37 Unit Distribution 38 Part III 40 SWOT Analysis 41 Marketing Plan 42 Marketing Plan Budget 43 Marketing Plan Calendar 44 Company Biography 45 Press Release 46 Business Card 47

Mission Statement

A. Brand is a merchant designing handbags of all sizes for women. A. Brand will provide our customers with the highest quality of handbags that are made to last. With our classic styles and hint of trend our bags will never go out of style. With these lasting bags and our exceptional customer service we are sure that our customers will be satisfied.

Concepts

At A. Brand we strive to provide our customers with such quality

products that it will put us above our competition. We also offer superior

customer service to help each and every client find the perfect bag for his or

her style and lifestyle. We also offer 3-year warranties for all of our handbags.

We take pride in giving our customers high quality, classic, leather

bags with a bit of trend. We want to satisfy our clients with products that will

last for long periods of time and won’t go out of style. These are everyday

bags that can adapt to any event in a young woman’s life.

Our department is located in Nordstrom on Michigan Avenue in

Chicago, Illinois. This is a prime location where many people come to shop.

The Nordstrom on Michigan Avenue is also well known.

This Fall line will be carried in the handbag department from August to

November 2013.

Customer Profile

Geographic: Region: Midwest City Size: 2.7 million+ Urban/Rural: urban Climate: temperate Demographics: Age: 20-30 Sex: female Household Size: 1-2 Income: $25,000-$50,000 Education: college graduate Occupation: student/young-professional Sociocultural: Culture: American Religion: none National Origin: German/Italian Race: Caucasian Social Class: upper-middle Marital Status: single Psychographics: achievers Affective and Cognitive: Degree of Knowledge: high middle Benefits Sought: prestige Attitude: neutral Behavioral: Brand Loyalty: divided Store Loyalty: divided Usage Rate: medium User Status: current user Payment Method: debit card/credit card Media Usage: magazines, TV, social media Usage Situation: day-to-day

Customer Narrative

It’s a Wednesday morning. Emily wakes up promptly at 8:00 am to

her alarm ringing on her iPhone. This is her normal routine for weekdays

Monday through Wednesday during the school year. She rolls over to turn

her alarm off with a bit of pep, happy that today is her last school day for the

week. She pulls off her covers and heads into the bathroom. She takes a

quick shower, brushes her teeth, and applies her Crest white strips. She

then begins to do her makeup, which consists of a shimmery nude eye

shadow, black eyeliner, mascara, powder, and a little bronzer. She hasn’t

tanned since summer ended and it’s nearing the end of September by now.

She blow dries her hair and throws it up in a bun on the top of her head.

Emily gets dressed in a cotton, maroon, maxi dress with a tan, knit

sweater over top. She accessorizes with a rose gold Michael Kors watch

and Kate Spade studded earrings. For shoes she slips on some brown

strappy sandals. She then enters the kitchen and makes a breakfast of

assorted fruit. She packs a granola bar for a snack, as she will be at school

until 3:30. She leaves her apartment on Michigan Avenue and heads to the

train for her twenty-minute commute to the DePaul campus. Her first class is

a psychology class that she enjoys and exceeds in. At 12 she has a half an

hour break before her next class. She heads to Starbucks to pick up a

vanilla latte to go with her granola bar from home.

At 12:15 she heads to her history class that begins at 12:30. She

doesn’t like this class as much as her psychology class, but she still does

very well in it. At 3:30 class ends and she hops back on the train to go to

Nordstrom on Michigan Avenue. She wants a new dress to wear tomorrow.

She finds a gauze, printed Free People dress with long sleeves. She gets

back on the train and heads back to her apartment. Her roommate, Morgan,

is home before her and waiting to see what she got to add to “their” closet.

By this time it’s about 6:00, so they freshen up and head out to meet up with

a few of their closest friends for dinner and drinks.

They catch the bus across the street from their apartment and head to

one of their favorite restaurants, Grand Lux. At the dinner is their friend Austin

whom goes to UIC and knows Emily from their hometown in the suburbs,

Andrea whom goes to DePaul, Mike whom attends Columbia College

Chicago, Matt whom attends UIC, and Katie whom attends Loyola. Emily

orders the pasta with chicken, sun-dried tomato and mushrooms with a

glass of California red wine. They discuss how their classes are going, how

their jobs are going, and about what is happening this weekend. At about

9:00 they finish up with drinks, leave the restaurant, and head their separate

ways. Emily and Morgan catch the nearest bus and go back to their

apartment.

By the time they get home it’s around 9:30. They change into

loungewear and make themselves comfortable in the living room. Emily is

wearing a pair of black J.Crew leggings with an oversized Victoria’s Secret

Pink sweatshirt. They open the sliding door leading out to their balcony to get

some fresh air while they catch up on their weekly shows, A New Normal,

Gallery Girls, and The Voice. It’s 12:00 and they decide to go to bed. Emily

sets her alarm for 7:00am, as she must be to her internship by 9:30. She

recently got an internship at Chicago Magazine in the culture division. This is

a great opportunity for her as she is majoring in journalism with a minor in

public relations.

Classification Sheet 1 Year 1 2012 2 2013 3 2014 4 2015 2 Season A Spring B Summer C Fall D Winter 3 Class 1 Overnight 2 Clutch 3 Wallet 4 Day-to-Day 4 Subclass 1 Overnight 1 Duffle 2 Oversized Clutch 3 Slouch 2 Clutch 4 Side Handle 5 Clasp 3 Wallet 6 Zipper Closure 7 Coin 4 Day-to-Day 8 Small Evening 9 Bowling 0 Cross Body 5 Color 1 Black/Navy 2 Black/Maroon 3 Green/Orange 4 Brown/Black 5 Maroon/Orange 6 Navy/Green 7 Navy/Orange 8 Brown/Navy 9 Brown/Orange

Style #2c491

Line Sheet

Duffle Style #2c111 $428.00

Oversized Clutch Style #2c121 $398.00

Slouch Style #2c131 $368.00

Side Handle Clutch Style #2c241 $198.00

Clasp Clutch Style #2c251 $218.00 $

Zipper Closure Wallet Style #2c361 $148.00

Coin Wallet Style #2c371 $118.00

Bowling with Cross Body Strap Style #2c491 $328.00

Crossbody Style #2c401 $298.00

Small Evening Style #2c481 $268.00

Cost Sheets

COST DEVELOPMENT

DATE: October 7, 2012 STYLE #: 2c111_________ _________DESCRIPTION: Duffle SEASON: Fall

WHOLESALE PRICE: $214.00:SIZE RANGE: COLORS: Varied RETAIL PRICE: $428.001. MATERIAL YARDS PRICE AMOUNT SKETCH

$40.20

INTERFACING ( LINING ) $24.00

TOTAL MATERIAL COST $64.20

2. TRIMMINGS QUANT. PRICE AMOUNT

INNER ZIPPER 1 $2.00 $2.00 OUTER LEATHER TRIM $12.00 $12.00 INNER METAL LABEL 1 $6.00 $6.00 HANDLE FUSING $4.00 $4.00 OUTER ZIPPER 1 $2.50 $2.50 INNER LABEL 1 $1.50 $1.50 STITCHING $1.00 $1.00 INNER LEATHER TRIM $3.10 $3.10

TOTAL TRIMMINGS COST $32.10

3. LABOR AMOUNT CUTTING $3.25 LABOR $2.50 MARKING/GRADING $1.75 PAYROLL TAXES & HEALTH FUND $1.60 TRUCKING $1.60

TOTAL LABOR COST $10.70

3. TOTAL COST $107.00

REMARKS: MATERIAL SWATCH

The front of the bag will be one color, the back side will be the other color. The trim andhandles will be the neutral of the two colors.

COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c121_________ _________DESCRIPTION: Oversized Side Handle SEASON: Fall


$39.70




INNER ZIPPERS 1 $2.00 $2.00 OUTER LEATHER TRIM $10.00 $10.00 INNER METAL LABEL 1 $6.00 $6.00 HANDLE FUSING $2.85 $2.85 OUTER ZIPPER 1 $2.50 $2.50 INNER LABEL 1 $1.50 $1.50 STITCHING $1.00 $1.00 INNER LEATHER TRIM $4.00 $4.00






The front of the bag will be one color, the back side will be the other. The trim and handleswill be the neutral of the two colors.

COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c131_________ _________DESCRIPTION: Slouch SEASON: Fall


$35.00

$20.20 INTERFACING ( LINING )










COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c241_________ _________DESCRIPTION: Side Handle Clutch SEASON: Fall


$19.70




INNER ZIPPER 1 $1.35 $1.35 OUTER LEATHER TRIM $3.00 $3.00 INNER METAL LABEL 1 $4.00 $4.00 HANDLE FUSING $1.50 $1.50 OUTER ZIPPER 1 $2.50 $2.50 INNER LABEL $1.00 $1.00 INNER LEATHER TRIM $1.50 $1.50







COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c251_________ _________DESCRIPTION: Clasp Clutch SEASON: Fall


$22.00




INNER ZIPPER 1 $2.00 $2.00 OUTER LEATHER TRIM $5.35 $5.35 INNER METAL LABEL 1 $3.00 $3.00 HANDLE FUSING $2.00 $2.00 INNER LABEL 1 $1.50 $1.50 STITCHING $1.00 $1.00 INNER LEATHER TRIM $1.50 $1.50






The front of the bag will be one color, the back side will be the other color. The trim andhandles will be the neutral of the two colors. The front flap will be the back color.

COST DEVELOPMENT

DATE: October 7, 2012 STYLE #: 2c361_________ _________DESCRIPTION: Zipper Closure Wallet SEASON: Fall


$14.00




INNER ZIPPER 1 $1.00 $1.00 OUTER LEATHER TRIM $3.00 $3.00 INNER METAL LABEL 1 $2.00 $2.00 OUTER ZIPPER 1 $1.50 $1.50 INNER LABEL 1 $1.50 $1.50 STITCHING $0.60 $0.60 INNER LEATHER TRIM $1.50 $1.50







COST DEVELOPMENT

DATE: October 5, 2012 STYLE #: 2c371_________ _________DESCRIPTION: Coin Wallet with Snap SEASON: Fall


Cow Leather $12.70




INNER ZIPPER 1 $1.50 $1.50 OUTER LEATHER TRIM $3.00 $3.00 INNER METAL LABEL 1 $1.50 $1.50 INVISIBLE SNAP 1 $0.50 $0.50 INNER LABEL 1 $1.50 $1.50 STITCHING $0.85 $0.85






The front of the bag will be one color, the back side will be the other color. The trim andhandles will be the neutral of the two colors. The front flap will be the back color.

COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c481_________ _________DESCRIPTION: Small Evening SEASON: Fall


$25.20




INNER ZIPPER 1 $2.00 $2.00 OUTER LEATHER TRIM $8.00 $8.00 INNER METAL LABEL 1 $4.00 $4.00 HANDLE FUSING $2.00 $2.00 INNER LABEL 1 $1.50 $1.50 STITCHING $0.50 $0.50 INNER LEATHER TRIM $2.00 $2.00







COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c491_________ _________DESCRIPTION: Bowling with Cross Body Strap SEASON: Fall


$30.00

$19.20 INTERFACING ( LINING )





3. LABOR AMOUNT CUTTING LABOR MARKING/GRADING PAYROLL TAXES & HEALTH FUND TRUCKING





COST DEVELOPMENTDATE: October 7, 2012 STYLE #: 2c401_________ _________DESCRIPTION: Crossbody SEASON: Fall


$28.70











A.Brand

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Beginning on hand: 171 Sales: 69 Ending on hand: 102

Maintenance Floor Plan


Clearance Floor Plan


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Grand Total 171

High Table Fixtures A, K, M, O

Martin Table 24 x 48 Fixtures B, E, J

Martin Table 30 x 60 Fixtures C, I

Display Unit Fixtures D, N

25 Tote Storage Unit Fixtures F, G, H

Cash Wrap

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00

A. Brand

Part III

SWOT Analysis

Weaknesses

• No physical store • High price point • We are a new business that is not

well known yet

Strengths

• Exceptional customer service • Quality leather bags • Classic pieces that last

Opportunities

• Growth to more department stores

• Growth to a physical A. Brand store

• Gaining Nordstrom’s customers as our own

Threats

• Competition has loyal customers that may be hard to compete against

• Many consumers buy into fast fashion instead of more expensive, lasting pieces

• The downward economy

Marketing Plan

!

!!

!!

!

!!

!!

!

OB

JEC

TIVE

(W

HAT

DO

YO

U

WIS

H T

O

ACH

IEVE

)

STR

ATEG

Y (W

HAT

DO

YO

U

PLAN

TO

DO

)

TAC

TIC

(HO

W W

ILL

YOU

DO

IT)

$ B

UD

GET

C

OM

PLET

ION

DAT

E EV

ALU

ATIO

N

MET

HO

D

1 G

et c

usto

mer

s to

sta

rt bu

ying

our h

andb

ags

S

end

out p

ostc

ards

to

our m

ost l

oyal

cu

stom

ers

and

the

first

40

Nor

dstro

m

card

hold

ers

to R

SVP

will

have

the

oppo

rtuni

ty to

at

tend

2

En

sure

gre

at c

usto

mer

se

rvic

e H

ave

A. B

rand

em

ploy

ees

in th

e ha

ndba

g de

partm

ent o

f N

ords

trom

2 em

ploy

ees

will

be in

at

tend

ance

on

wee

kday

s, a

nd 3

on

wee

kend

s to

ans

wer

qu

estio

ns a

nd a

ssis

t cu

stom

ers

$450

Au

gust

11,

201

3 G

ive c

usto

mer

s ca

rds

with

a w

ebsi

te lis

ted

in

orde

r for

them

to ra

te

thei

r exp

erie

nce,

if

com

plet

ed th

ey re

ceive

10

% o

ff ne

xt p

urch

ase

3 In

trodu

ce A

. Bra

nd’s

Fa

ll 201

3 lin

e to

the

publ

ic

Adve

rtise

in th

e st

ore

and

arou

nd

Chi

cago

.

Hav

e ba

nner

s in

N

ords

trom

and

sig

ns in

th

e ha

ndba

g de

partm

ent.

Pos

t on

Twitt

er a

nd F

aceb

ook.

If

they

sho

w th

e ad

verti

sem

ent w

hen

purc

hasi

ng th

ey w

ill re

ceive

an

A. B

rand

re

usab

le b

ag.

$400

Ju

ly 27

, 201

3 K

eep

track

of h

ow m

any

cust

omer

s co

me

in a

nd

show

the

adve

rtise

men

t

4 G

ain

loya

l cus

tom

ers

Allo

w c

usto

mer

s to

gi

ve A

. Bra

nd th

eir

info

rmat

ion

We

will

ask

cust

omer

s if

they

wou

ld lik

e to

add

th

eir n

ame

and

e-m

ail

addr

ess

to o

ur m

ailin

g lis

t in

orde

r to

rece

ive

new

s ab

out s

ales

and

ne

w lin

es

$500

N

ovem

ber 1

, 201

3 M

easu

re h

ow m

any

peop

le’s

info

rmat

ion

we

get.

Hol

d a

view

ing

party

at N

ords

trom

th

e ni

ght b

efor

e th

e la

unch

Mea

sure

how

man

y pr

e sa

les

are

mad

e th

at n

ight

$790

Au

gust

1, 2

013

Marketing Plan Budget

Total Retail Value: $44,808 Promotional Budget: 6% Total Marketing Budget: $2,240 1. Jumpstart sales= $790 Graphic designer= $150 Postcards= $100 Mailing= $40 Tables, chairs, etc= $100 Models= $100 Bartender= $200 Employee overtime= $100 2. Ensure great customer service= $450 Employee Overtime= $450 3. Introduce A. Brand’s Fall 2013 line to the public= $400 Graphic designer= $200 Banners and posters= $200 Employee to publicize on social networks= $100 4. Gain loyal customers= $500 iPad= $500

Marketing Plan Calendar

1. Jumpstart Sales Meet with graphic designer: July 1, 2013 Book bartender and models: July 1, 2013 First revisions for postcards: July 7, 2013 Final revisions for postcards: July 15, 2013 Final look-over for postcards: July 19, 2013 Send out postcard invitations: July 20, 2013 Set up tables, chairs, bags, etc: July 31, 2013 Completion Date: August 1, 2013 2. Ensure great customer service Choose employees: July 27, 2013 Inform employees of facts about line: July 29, 2013 Check survey, correct any flaws in customer service: August 3, 2013 Check in at the end of week 1: August 4, 2013 Completion date: August 11, 2013 3. Introduce A. Brand’s Fall 2013 line to the public Meet with graphic designer: July 5, 2013 First revisions: July 12, 2013 Start advertising on social networks: July 20, 2013 Final revisions: July 20, 2013 Final look-over: July 25, 2013 Post banners and posters: July 26, 2013 Completion date: July 27, 2013 4. Gain loyal customers Buy iPad: July 30, 2013 Distribute at Nordstrom: July 31, 2013 Check in to retrieve information: August 17, August 31, September 14, September 28 Completion date: November 1, 2013

Company Biography

Amanda VanDrew is the founder and designer of the A. Brand Company. She is

also the head for the new boutique that will be opening in Nordstrom Chicago in August

2013.

VanDrew attended Columbia College Chicago for 3 and a half years and received

her BA in Fashion Business and a minor in Marketing. She took classes pertaining to

design, product evaluation, management, merchandising, advertising, marketing, and

development. Her job at Vogue Boutique helped her to understand the process of

creating a business and product line.

She created A. Brand as a brand that would offer young professionals handbags

tailored to their everyday lives. VanDrew believes that at this time in a young woman’s life

she needs something durable and chic that will last through the wear and tear of a busy

lifestyle. A. Brand was created to provide handbags that can adapt to any event in a

woman’s life.

Press Release

Contact: A. Brand Amanda VanDrew, Designer & Founder Tel: (815) 821-1470 www.abrand.com

For Immediate Release Saturday, July 20, 2013

Grand Opening of A. Brand bout ique and Fal l 2013 Line in Nordstrom

A. Brand, a new handbag brand, will be opening a boutique in Nordstrom of

Chicago, Illinois starting August 2, 2013. To promote the new boutique and line, there will

be a small viewing party on August 1, 2013 at 7 pm. The first 60 Nordstrom cardholders

to RSVP at www.abrand.com will be chosen to attend. At this viewing party, attendees

will have the opportunity to view the handbags, purchase with a 5% discount, and will have

access to an open bar.

The new company was founded by Amanda VanDrew, a graduate of Columbia

College Chicago. A. Brand provides women with high quality, classic leather bags that

feature just a touch of trend. These bags are made to last and won’t go out of style.

These are everyday bags that can adapt to any event in a woman’s life. With each bag

comes a 3-year warranty.

During the first two weeks of business, Amanda will feature numerous A. Brand

experts in Nordstrom to ensure exceptional customer service and the answering of any

questions her customers may have. “We are excited to meet our customers and help

them find their perfect A. Brand handbag to suit their lifestyle exactly”, says Amanda.

A. Brand Amanda VanDrew

Founder & Designer Phone: (815) 821-1470

Chicago, IL www.abrand.com

171=69 sold during inventory 102=69 sold during maintenance 69=33 sold during clearance/closing 1-8%=13 inv =8 main =5 close 2-7%=12 inv =7 main =5 close 3-10%=17 inv =10 main =7 close 4-9%=15 inv =9 main =6 close 5-12%=21 inv =12 main =8 close 6-11%=19 inv=11 main =7 close 7-13%=23 inv =15 main =8 close 8-12=21 inv =12 main =8 close 9-9%=15 inv =9 main =6 close 10-9%=15 inv =9 main =9 close

ABrandFinal

Documents

high table fixture

martin table fixture

marketing plan calendar

brand loyalty

maintenance floor plan

clearance floor plan

introductory floor plan

marketing plan budget