Merchandise Management

Milani

Created by: Alyssa Milani

Merchandise Management

Mission Statement

“Milani seeks to be the leading brand of

quality lifestyle accessories and wants to

create an atmosphere of welcoming

comfort while our customer shops. The

company’s heritage is rooted in producing

well made, fashion forward, and practical

leather goods for the everyday life, Milani

symbolizes the highest standards of

customer service.”

Mission Philosophy

The selling appeal of Milani’s handbags is because we have unique products that are great for the everyday use. We create products for the everyday person with an everyday price. We understand what women 35-50 years old want and we provide that for them with the best customer service possible. Also our products are long lasting and stand up to the everyday use. We also understand these women don’t have a lot of down time so we make sure that ordering product online is easy and simple. We also make sure we as a company can help them find the perfect bag for their lifestyle. We truly believe the customer is the most important to us and we love to see them satisfied.

Mood Board

A Day in the Life of our Customer This is a day in the life of Carry; she wakes up on Monday morning

at 6:30 A.M. while her husband wakes up at 7:00 A.M. They live in the suburb called Bloomingdale, IL. They have been living in a 3 bedroom house for 6 years now. They live a block away from the towns High School. Carry works at Westfield Middle School which is 10 minutes away from their house. She has been working here for 4 years now. She has 2 kids, a boy who is 10 years old and his name is John. She also has a daughter Isabelle who is 7 years old. John loves to play hockey and Isabelle loves ballet, these are the activities they do after school. Once Carry wakes up she heads downstairs to make breakfast, her specialty is chocolate chip pancakes. Her husband is now waking up and he wakes the kids up as well, and they head downstairs to eat breakfast. After they eat breakfast as a family they head back up stairs and she gets the kids ready for school. The husband then drives the kids to school while Carry is at home getting ready for work. Then he comes home to get ready for work himself.

Customer Profile Geographic

Region: Midwest

City Size: 25,000 +

Population Density: Suburban

Climate: Mild, Hot, Cold

Demographic

Age: 35-50 years old

Gender: Female

Household Size: 2,3,4,5 +

Income: 35,000 +

Occupation: Any

Education: High school & College Degree

Sociocultural Segmentation

Culture: American

Subculture

Religion: Any

National Origin: Any

Race: Any

Social Class: Middle Class

Marital Status: Any

Psychographic: Strivers

Customer Profile Affective and Cognitive Segmentation

Degree of Knowledge: Any

Benefits sought: Convenience

Attitude: Positive

Behavioral Segmentation

Brand Loyalty: Milani, Banana Republic, J Crew, Gap, Old Navy

Store Loyalty: Macy’s, Milani, Bloomingdales, Target

Usage Rate: Medium

User Status: Current User

Payment Method: Cash, Credit Card

Media Usage: Magazines, TV, Internet

Usage Situation: Home, Vacation

Model Line Sheets

Hobo Bag

Style # 1a13122

Medium Hobo Bag in

smooth leather

Model Line Sheets

Clutch with Flap

Style # 1a22122

Medium Clutch with Flap in

smooth leather

Model Line Sheets

Cross body with Chain Strap

Style # 1a3121

Small cross body with chain

strap in smooth leather

Cost Sheets

Cost Sheets

Cost Sheets

Unit Distribution Sheet VENDOR NAME BEGIN SHIP COMPLETE LABEL SEASON

Milani October Sebtember Milani Fall 2013

X NEW ORDER SHIPPED: X ORDINARY

SIZE

STYLE # DESCRIPTION COLOR Small Medium Large TOTAL UNITS WHOLESALE RETAIL TOTAL WHOLESALE

1a11111 Tote Pebbled leather Black 5 5 $639.00 $1,265.00 $3,195.00



1a11121 Tote Smooth Leather Black 5 5 $406.70 $805.00 $2,033.50

1a11122 Tote Smooth Leather Black 5 5 $1,045.80 $2,070.00 $5,229.00

1a11123 Tote Smooth Leather Black 5 5 $639.00 $1,265.00 $3,195.00

1a11211 Tote Pebbled leather Dark Brown 4 4 $581.00 $1,150.00 $2,324.00



1a11221 Tote Smooth Leather Dark Brown 5 5 $406.00 $805.00 $2,030.00

1a11222 Tote Smooth Leather Dark Brown 5 5 $987.70 $1,955.00 $4,938.50

1a11223 Tote Smooth Leather Dark Brown 5 5 $581.00 $1,150.00 $2,905.00

1a11311 Tote Pebbled leather Burgandy 4 4 $464.80 $920.00 $1,859.20

1a11312 Tote Pebbled leather Burgandy 4 4 $639.00 $1,265.00 $2,556.00

1a11313 Tote Pebbled leather Burgandy 3 3 $464.00 $920.00 $1,392.00

1a11321 Tote Smooth Leather Burgandy 4 4 $232.40 $460.00 $929.60

1a11322 Tote Smooth Leather Burgandy 3 3 $581.00 $1,150.00 $1,743.00

1a11323 Tote Smooth Leather Burgandy 4 4 $348.60 $690.00 $1,394.40

1a11411 Tote Pebbled leather Persimmon 3 3 $174.30 $345.00 $522.90



Invoice Date Invoice #

11/14/2012

Bill To: Ship To:

Alyssa Milani Milani Handbags

555 Rose Drive 555 Rose Drive

Schaumburg, IL Schaumburg, IL

60195 60195

P.O. Number Terms Rep Ship Via F.O.B. Label/ Brand

3/10, n/30 Milani

Quantity Style # Description Price Each Total Amount

5 1a11111 Tote Pebbled Leather Black Small $58.10 $290.50

5 1a11112 Tote Pebbled Leather Black Medium $58.10 $290.50

5 1a11113 Tote Pebbled Leather Black Large $58.10 $290.50

5 1a11121 Tote Smooth Leather Black Small $58.10 $290.50

5 1a11122 Tote Smooth Leather Black Medium $58.10 $290.50

5 1a11123 Tote Smooth Leather Black Large $58.10 $290.50

4 1a15311 Carryall Pebbled Leather Burgandy Small $29.40 $117.60

3 1a15312 Carryall Pebbled Leather Burgandy Medium $29.40 $88.20

5 1a15313 Carryall Pebbled Leather Burgandy Large $29.40 $147.00

3 1a15321 Carryall Smooth Leather Burgandy Small $29.40 $88.20

3 1a15322 Carryal Smooth Leather Burgandy Medium $29.40 $88.20

3 1a15323 Carryall Smooth Leather Burgandy Large $29.40 $88.20

4 1a43211 Bi fold Pebbled Leather Dark Brown Small $34.72 $138.88

3 1a43212 Bi fold Pebbled Leather Dark Brown Medium $34.72 $104.16

2 1a43213 Bi fold Pebbled Leather Dark Brown Large $34.72 $69.44

4 1a43221 Bi fold Smooth Leather Dark Brown Small $34.72 $138.88

2 1a43222 Bi fold Smooth Leather Dark Brown Medium $34.72 $69.44

2 1a43223 Bi fold Smooth Leather Dark Brown Large $34.72 $69.44

Grand Total $2,950.64

Introductory Floor Plan

Key Code Sheets FIXTURE STYLE # DESCRIPTION # OF UNITS

A 1A11111 Tote Pebbled Leather Black Small 1

A 1A11112 Tote Pebbled Leather Black Medium 1

A 1A11113 Tote Pebbled Leather Black Large 1

A 1A11121 Tote Smooth Leather Black small 1

A 1A11122 Tote Smooth Leather Black Medium 1

A 1A11123 Tote Smooth Leather Black Large 1

B 1A11211 Tote Pebbled Leather Dark Brown Small 1

B 1a11212 Tote Pebbled Leather Dark Brown Medium 1

B 1a11213 Tote Pebbled Leather Dark Brown Large 1

B 1a11221 Tote Smooth Leather Dark Brown Small 1

B 1a11222 Tote Smooth Leather Dark Brown Medium 1

B 1a11223 Tote Smooth Leather Dark Brown Large 1

C 1a11311 Tote Pebbled Leather Burgandy Small 1

C 1a11312 Tote Pebbled Leather Burgandy Medium 1

C 1a11313 Tote Pebbled Leather Burgandy Large 1

C 1a11321 Tote Smooth Leather Burgandy Small 1

C 1a11322 Tote Smooth Leather Burgandy Medium 1

C 1a11323 Tote Smooth Leather Burgandy Large 1

D 1a11411 Tote Pebbled Leather Persimmon Small 1

D 1a11412 Tote Pebbled Leather Persimmon Medium 1

D 1a11413 Tote Pebbled Leather Persimmon Large 1

D 1a11421 Tote Smooth Leather Persimmon Small 1

D 1a11422 Tote Smooth Leather Persimmon Medium 1

D 1a11423 Tote Smooth Leather Persimmon Large 1

E 1a11511 Tote Pebbled Leather Tan Small 1

E 1a11512 Tote Pebbled Leather Tan Medium 1

E 1a11513 Tote Pebbled Leather Tan Large 1

E 1a11521 Tote Smooth Leather Tan Small 1

E 1a11522 Tote Smooth Leather Tan Medium 1

E 1a11523 Tote Smooth Leather Tan Large 1

F 1a11611 Tote Pebbled Leather Grey Small 1

F 1a11612 Tote Pebbled Leather Grey Medium 1

F 1a11613 Tote Pebbled Leather Grey Large 1

F 1a11621 Tote Smooth Leather Grey Small 1

F 1a11622 Tote Smooth Leather Grey Medium 1

F 1a11623 Tote Smooth Leather Grey Large 1

Fixture Sheet

Long Tables:1-12

Fixture Sheet

Shelves:A-Z &AA-ZZ &A2-J2

&A1,N1-V1,X1-Z1

Fixture Sheet

Square Tables: B1-M1

Maintenance Floor Plan

Clearance Floor Plan

Budget

TOTAL RETAIL SALES: $1,013,726

% MARKETING BUDGET: 12.0%

$ MARKETING BUDGET: $121,647

Objectives, Strategies, and Tactics

OBJECTIVE: To increase 30% of sales by December 2015

STRATEGY: Creating a shoe selection and new limited edition handbags

TACTICS: Hiring a professional design team to come up with the best designs for the shoes and limited edition handbags

Hiring a team of professionals to work on creating these shoes and handbags in our factories so they are the best quality

Having our marketing team find the best way to showcase these new items to the target customer

Having a trend reporter find the newest trends for shoes and handbags this season

EVALUATION METHOD: District managers from all area's carrying this product Review sales by December 2016 and review likablity of new product from customer feedback

Calendar

2

Creating a shoe selection and new limited

edition handbags

Hiring a professional designer team to come up with the best designs

for the shoes and limited edition handbags Design team $12,000 2/30/2015

Hiring a team of professionals to work on creating these shoes and

handbags in our factories so they are the best quality Creation team $9,000 3/20/2015

Having our marketing team find the best way to show case our new

shoes and handbags to our targeted customer Marketing team $6,000 4/5/2015

Having our trend reporter find the newest trends for each season Trend reporter $647 2/12/1015

Press Package Milani’s Handbag’s

New Release

Contact:

Milani’s Public Relations and Communications Telephone: (312) 555-4444

[email protected]

For Immediate Release

June 30, 2013

Grand Opening for Milani’s Handbag’s fall/winter 2013 Collection

Milani’s is proud to introduce the fall/winter collection for 2013 and their grand opening

of their first store in Schaumburg, Illinois. The collection includes warm dark colors and

practical well made handbags that enhances the Fall/Winter season. The launches are set to have

eye catching designs that our customers love.

The grand opening of our store will happen June 30, 2013 in the Chicago land area at 555

Rose Drive Schaumburg, IL near Woodfield Mall. Milani’s will launch their fall collection that

same day. The grand opening event and launch of this season’s line will start at 10 A.M. with

Milani’s employees ready to help the next customer. The designs this season take a new fresh

approach to the dark colors of the fall and winter time. The designs reflect a simplistic, classic

but stylish design that is versatile and made just for you.

“We are excited to open our first store, and to see our visitor’s reactions and to get

feedback from everyone. We love the collection that we created and we are sure our targeted

customer will love it as well.” Design Chief of Milani Handbag’s “We immediately thought of

what our targeted customer does on a daily basis and what they are looking for in a practical

handbag that can fit their busy life style.” The liveliness and beauty of the bags are very

prominent in viewing the collection.

Business Card

Biography Alyssa grew up in a small suburb near the Milani handbag store now. The little town was

called Bloomingdale. She always knew what she wanted to do with her life ever since she was in

8th

grade. She had a love for fashion that ran deep. Before she was even able to talk she would

pick out clothes for her mom. She loved the idea of the finer things in life and dressing

fabulously. When Alyssa started high school she joined the fashion program that they offered

and she also took sewing classes throughout her four years. When she was a junior she asked her

fashion teacher for a recommendation for a college she was interested in. Alyssa only applied to

one school and it was Columbia College Chicago. She was eager to live in the city and study

fashion business. The two things she was good at, fashion and business. She was accepted right

away and couldn’t wait to start learning. She moved down to the city of Chicago all by herself

not knowing anyone. She was nervous but her excitement over came that. In September 2009 she

started her college career and made friends right away. Columbia was a great school for her

because it had a creative side but also had all of the connections and opportunities that Alyssa

wanted. When she was a sophomore she was hired for her first retail job even though it was only

seasonal. She then went on to work as an intern for a merchandising company called Men’s

Trunk Club and a non for profit called The Chicago Light House for the Blind and Visually

Impaired. When she was a junior in college she applied for a retail job at Coach and immediately

got it, she excelled with her selling skills and interpersonal skills; she loved her job very much.

That was when she decided to open up her own boutique that carried well made handbags for

women who want something practical but also have a budget and a family. Ultimately she loved

being able to run her own business and still have a great relationship with all of her customers.

She honestly believed she wanted to create a welcoming atmosphere for the customer and

wanted to provide them with product that they want and need and she did just that!

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Merchandise Management

Documents

customer shops

everyday life

years old gender

everyday use

kids ready

westfield middle school

towns high school

everyday person