west elm kids

Merchandising: Concept to ConsumerBy: Haley Ross

kids

TABLE OF CONTENTSMission StatementMission PhilosophyMood BoardCustomer ProfileStyle Numbering SystemModel Line SheetsCosting SheetsDevelopment CalendarUnit Distribution PlanInvoice

Introductory Floor PlanKey Code SheetFixture WorksheetsMaintenance Floor PlanClearance Floor PlanMarketing BudgetMarketing PlanMarketing Plan CalendarPress ReleaseDesigner BioBusiness Card

MISSION STATEMENT

west elm kids was created to offer socially-conscious parents a line of ethically produced

children’s bed linens so that kids can now express their personal style at home as well.

MISSION PHILOSOPHY West Elm Kids is committed to offering every kid the chance to express their personal style with a variety of different bedding options made from only the highest quality of materials. In order to achieve the highest quality for both our customers and our workers, we strive to practice sustainability and fair labor every step of the way. We’re committed to getting a little greener every day. West Elm Kids Spring 2017 bedding line will be launched in our Chicago West Elm store, located in the Lincoln Park neighborhood and will be sold from February through May.

kids

CUSTOMER DEMOGRAPHICS

Geographic SegmentationRegion: MidwestCity Size: 1 million+Population Density: UrbanClimate: Seasonal

Demographic SegmentationAge: 25-35Gender: FemaleHousehold Size: 2 adults, 1-3 childrenIncome: $75,000+Occupation: Public RelationsEducation: College Graduate

Sociocultural SegmentationCulture: AllSubcultureReligion: AllNational Origin: AllRace: All Social Class: Upper Middle ClassMarital Status: AllPsychographics: Achievers, Strivers

Affective & Cognitive SegmentationDegree of Knowledge: NoviceBenefits Sought: Ethical, high quality, contemporary style

Attitude: Positive

CUSTOMER DEMOGRAPHICS CONT.

Behavioral SegmentationBrand Loyalty: DividedStore Loyalty: Divided Usage Rate: HeavyUser Status: Current UserPayment Method: Credit CardMedia Usage: TV, Social Media, MagazinesInternet Usage Situation: Work, Social Media, TV

CUSTOMER PSYCHOGRAPHICS

Age: 25-35Occupation: Public RelationsLocation: Lincoln Park, ChicagoMarital Status: Married, 1-3 kidsEducation: Bachelor’s Degree from Loyola

Life Stage: Newly married, first kidFavorite Movies: Silence of the Lambs, The Notebook, A Beautiful Mind

Favorite Restaurants: Doc B’s, Freshii, Lyfe Kitchen

Frequent Reads: Vogue, Novels, Mommy blogs

Favorite Music: Pop, Alternative

Favorite Artist: Jeff KoonsTech Level: Savvy, IPhone/Laptop proficient Shopping Preferences: Crate & Barrel, CB2, Restoration Hardware, Z Galerie

Shopping Attitude: Looking for best quality, ethically produced items

Vacations: Family trips to Europe, Weekend getaways to Santa Barbara

Political Views: LiberalHobbies: Yoga, Lakeshore runs pushing stroller, Playdates at the park, Street festivals with family, Cycling class with friends, Juicing

LIST OF FAVORITES: MOMWaking up at 6am so she has some time to herself before she wakes up the kidsYogaFarm-to-table restaurantsPrivate schoolsBreakfast favorites: fruit, granola, oatmealGoing on jogs while pushing the baby strollerGoing shopping in athleisure clothing, like LululemonPlaydates at the park with other moms & kidsLiving in a condo or luxury apartmentGoing on dates and weekend getaways with her husband Active family activities (swimming, hiking, bike rides, etc.)

A DAY IN THE LIFE: KID (5YR OLD BOY) Mom wakes him up at 7:30am, if he doesn’t wake up himself first Eats a healthy breakfast of organic kids cereal & fruit Mom dresses him in a stylish outfit that includes a kids Patagonia & kids Hunter boots Gets dropped off at his private preschool before mom goes to her PR job Plays with kids at preschool with names like Jaxson, Emmett, Avery Learns some new French & Spanish words at preschool Mom picks him up in her Porsche Cayenne Dad takes him to the park down the street while mom cooks a healthy dinner Swims with his family for a little after dinner in the outdoor pool at their condo building Mom & dad both put him to bed at 8pm

STYLE NUMBERING SYSTEM1 Year 1 20172 Season A Spring3 Class 1 Comforter 2 Sheet Set 3 Throw Pillow 4 Throw Blanket4 Subclass 1 Comforter

1 Duvet2 Quilt3 Coverlet

2 Sheet Set1 Top Sheet2 Fitted Sheet3 Shams

3 Throw Pillow1 Round2 Square3 Lumbar4 Triangle

4 Throw Blanket1Throw

Blanket5 Color

1Rosette 2 Blue Teal 3 Poppy4 Citrus

Yellow5 White6 Peacock

6 Fabrication1 Organic

Cotton2 100%

Cotton3 Washed

Linen4 Belgian

Linen5 Washed

Silk

7 Size1 Twin2 Full3 20x204 18x185 12x216 16x167 One

Size

Example: 1A135211. 20172. Spring3. Comforter4. Coverlet5. White6. 100%

Cotton7. Twin

DUVET Style # 1A11431 Retail Price: $75.00 Description: Washed linen Duvet cover

QUILT Style # 1A12352 Retail Price: $85.00 Description: Washed silk Quilt

COVERLET Style # 1A13111 Retail Price: $69.00 Description: Organic cotton coverlet

TOP SHEET Style # 1A21422 Retail Price: $55.00 Description: 100% cotton top sheet

FITTED SHEET Style # 1A22631 Retail Price: $42.00 Description: Washed linen fitted sheet

SHAMS Style # 1A23212 Retail Price: $18.00 Description: Organic cotton shams

ROUND THROW PILLOW Style # 1A31553 Retail Price: $24.00 Description: Round washed silk throw pillow

SQUARE THROW PILLOW Style # 1A32344 Retail Price: $21.00 Description: Square Belgian linen throw pillow

LUMBAR THROW PILLOW Style # 1A33425 Retail Price: $18.00 Description: Lumbar100% cotton throw pillow

TRIANGLE THROW PILLOW

Style # 1A34116 Retail Price: $24.00 Description: Rectangle organic cotton throw pillow

THROW BLANKET Style # 1A41627 Retail Price: $30.00 Description: One size 100% cotton throw blanket

COST DEVELOPMENTDATE: 2-24-16 STYLE #: 1A11431_________ _________DESCRIPTION: Washed Linen Duvet Cover SEASON: Spring 2016

WHOLESALE PRICE: $37.14:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $75.001. MATERIAL YARDS PRICE AMOUNT SKETCH

4.5 $3.50 $15.75

INTERFACING ( LINING )

TOTAL MATERIAL COST $15.75

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40

TOTAL LABOR COST $2.82

3. TOTAL COST $18.57

REMARKS: MATERIAL SWATCH

Washed Linen

2017

COST DEVELOPMENTDATE: 2-24-16 STYLE #:1A12352_________ _________DESCRIPTION: Washed Silk Quilt SEASON: Spring 2016

WHOLESALE PRICE: $42.84:

SIZE RANGE: Twin-Full COLORS:Rosette, Blue teal, citrus yellow, poppy, white, peacock RETAIL PRICE: $85.00

1. MATERIAL YARDS PRICE AMOUNT SKETCH6.2 $3.00 $18.60

INTERFACING ( LINING )

TOTAL MATERIAL COST $18.60

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH

TOTAL LABOR COST $2.82

3. TOTAL COST $21.42

REMARKS:

Washed Silk

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A13111

_________ _________DESCRIPTION: Organic Cotton Coverlet SEASON: Spring 2016

WHOLESALE PRICE: $34.44:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $69.001. MATERIAL YARDS PRICE AMOUNT SKETCH

4.5 $3.20 $14.40

INTERFACING ( LINING )

TOTAL MATERIAL COST $14.40

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 MATERIAL SWATCH LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40

TOTAL LABOR COST $2.82

3. TOTAL COST $17.22

REMARKS:

Organic Cotton

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A21422

_________ _________DESCRIPTION: 100% Cotton Top Sheet SEASON: Spring 2016

WHOLESALE PRICE: $27.54:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $55.001. MATERIAL YARDS PRICE AMOUNT SKETCH

7.3 $1.50 $10.95

INTERFACING ( LINING )

TOTAL MATERIAL COST $10.95

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT MATERIAL SWATCH CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40

TOTAL LABOR COST $2.82

3. TOTAL COST $13.77

REMARKS:

100% Cotton

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A22631

_________ _________DESCRIPTION: Washed Linen Fitted Sheet SEASON: Spring 2016

WHOLESALE PRICE: $21.04:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $42.001. MATERIAL YARDS PRICE AMOUNT SKETCHWashed Linen 2.2 $3.50 $7.70

INTERFACING ( LINING )

TOTAL MATERIAL COST $7.70

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH

TOTAL LABOR COST $2.82

3. TOTAL COST $10.52

REMARKS:

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A23212

_________ _________DESCRIPTION: Organic Cotton Shams SEASON: Spring 2016

WHOLESALE PRICE: $8.84:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $18.001. MATERIAL YARDS PRICE AMOUNT SKETCHOrganic Cotton 0.5 $3.20 $1.60

INTERFACING ( LINING )

TOTAL MATERIAL COST $1.60

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00 MATERIAL SWATCH

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40

TOTAL LABOR COST $2.82

3. TOTAL COST $4.42

REMARKS:

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A31553

_________ _________DESCRIPTION: Round washed silk throw pillow SEASON:Spring 2016

WHOLESALE PRICE: $11.64:SIZE RANGE: 20x20, 18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $24.001. MATERIAL YARDS PRICE AMOUNT SKETCHWashed Silk 1 $3.00 $3.00

INTERFACING ( LINING )

TOTAL MATERIAL COST $3.00

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40

MATERIAL SWATCH TOTAL LABOR COST $2.82

3. TOTAL COST $5.82

REMARKS:

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A32344

_________ _________DESCRIPTION: Square Belgian Linen Throw Pillow SEASON: Spring 2016

WHOLESALE PRICE: $10.44:SIZE RANGE: 20x20, 18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $21.001. MATERIAL YARDS PRICE AMOUNT SKETCHBelgian Linen 0.8 $3.00 $2.40

INTERFACING ( LINING )

TOTAL MATERIAL COST $2.40

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH

TOTAL LABOR COST $2.82

3. TOTAL COST $5.22

REMARKS:

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A33425

_________ _________DESCRIPTION: Lumbar 100% cotton throw pillow SEASON: Spring 2016

WHOLESALE PRICE: $8.64:SIZE RANGE: 12x21 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $18.001. MATERIAL YARDS PRICE AMOUNT SKETCH100% Cotton 1 $1.50 $1.50

INTERFACING ( LINING )

TOTAL MATERIAL COST $1.50

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH

TOTAL LABOR COST $2.82

3. TOTAL COST $4.32

REMARKS:

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #:1A34116

_________ _________DESCRIPTION: Triangle organic cotton throw pillow SEASON: Spring 2016

WHOLESALE PRICE: $12.04:SIZE RANGE: 20x20,18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $24.001. MATERIAL YARDS PRICE AMOUNT SKETCHOrganic Cotton 1 $3.20 $3.20

INTERFACING ( LINING )

TOTAL MATERIAL COST $3.20

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH

TOTAL LABOR COST $2.82

3. TOTAL COST $6.02

REMARKS:

2017

COST DEVELOPMENT

DATE: 2-24-16STYLE #: 1A41627

_________ _________DESCRIPTION: One size 100% cotton throw pillow SEASON: Spring 2016

WHOLESALE PRICE: $14.64:SIZE RANGE: One size COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $30.001. MATERIAL YARDS PRICE AMOUNT SKETCH100% Cotton 3 $1.50 $4.50

INTERFACING ( LINING )

TOTAL MATERIAL COST $4.50

2. TRIMMINGS QUANT. PRICE AMOUNT

BUTTONS BELTS LABELS FUSING

TOTAL TRIMMINGS COST $0.00

3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH

TOTAL LABOR COST $2.82

3. TOTAL COST $7.32

REMARKS:

2017

FASHION MERCHANDISING PLANNING CALENDARSEASON/YEAR: SPRING 2017 IN-STORE DELIVERY: January, 2017

MONTH SEPTEMBER OCTOBER NOVEMBER DECEMBER JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARYSTEP 1 Research

market,packaging &scents

STEP 2 Begin todesign &sketch

STEP 3 Swatch &begin to make samples

STEP 4 Earlyproduction,retail ordersplaced

STEP 5 Majorproduction begins

STEP 6 Major productioncontinued…

STEP 7 Major production…in-storepromotions

STEP 8 Shippingperiod,in-storepromotions

STEP 9 Shippingperiod,in-storepromotions

STEP 10 Shippingcontinued…

STEP 11 Storeset up

STEP 12 Track retailselling, planfor nextseason

UNIT DISTRIBUTION PLAN

UNIT DISTRIBUTION PLAN

UNIT DISTRIBUTION PLAN

UNIT DISTRIBUTION PLAN

INVOICE

INTRODUCTORY FLOOR PLAN

Beginning units on hand: 1,981

40% sell through: 792 units

Ending units on hand: 1,189

KEY CODE SHEET

KEY CODE SHEET

KEY CODE SHEET

FIXTURES

Twin bedFixtures: A,B,C,DFixture Capacity:

10

FIXTURES

5-Bay Wall UnitFixture: EFixture Capacity:

904

FIXTURES

4-Bay Wall Unit Fixture: F Fixture Capacity:

640

FIXTURES

2-Bay Wall Unit Fixtures: G, H Fixture Capacity:

396

FIXTURES

1-Bay Wall Unit Fixture: I Fixture Capacity:

198

FIXTURES

Cash Wrap Fixture: J

MAINTENANCE FLOOR PLAN

Beginning units on hand: 1,189

40% sell through: 476 units

Ending units on hand: 713

CLEARANCE FLOOR PLAN

Beginning units on hand: 713

20% sell through: 143 units

Ending units on hand: 570

MARKETING BUDGET TOTAL RETAIL SALES: $99,416

% MARKETING BUDGET: 8.0%

$ MARKETING BUDGET: $7,953

MARKETING PLAN

MARKETING PLAN

MARKETING PLAN

MARKETING PLAN

MARKETING PLAN CALENDAR

MARKETING PLAN CALENDAR

MARKETING PLAN CALENDAR

DESIGNER BIO

Haley Ross, creative director of West Elm Kids, has worked for West Elm for 15 years. She began as a part-time Visual Associate at West Elm Chicago while obtaining her Bachelor of Arts in Fashion Business at Columbia College Chicago. After graduation, she joined the West Elm corporate visual team as Assistant Creative Director. Creating a line of kid’s bedding for West Elm became Haley’s passion project. She wanted to be able to offer kids the same environmentally-friendly and stylish options of bedding that their parents love. West Elm Kids bedding and bed accessories is meant to inspire kids to help create their own beds with countless mix-and-match options of bright colors and organic fabrics.

BUSINESS CARD