merchandise management

!!!!!

!!

!!

BY: ASHIMA CHAUHAN

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Table of Contents !

!!

!Executive Summary 4

Mission & Vision 5

Social Responsibility 6

Customer Profile 7

Customer Narrative 8-10

Brand Extension Rationale 11

Mood Board 12

Group Overview Images 13

Assortment Plan 14-15

Assortment Master Page 16

Cost Sheets 17-26

Model Sheets 27-36!

Brand Identity 37

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Table of Contents

Retail Partner 38

Planning Calendar 39

Purchase Order 40

Sales Projections 41-43

Sales Master Page 44

Floor Plan 45

Marketing Plan 46-48

Marketing Calendar 49-50

Bibliography 51

! 4!

!!!!!!!!!!!!!!!!!!Executive summary !

!

!

!

!

!

! Zegna,!as!a!brand,!is!known!for!its!excellence!in!fabric!innovation!and!

quality.!The!quality!of!the!fabric!in!every!Zegna!product!has!been!pivotal!in!all!of!the!

designs!and!creations!of!the!brand,!while!infusing!creativity!into!the!designs.!Thus,!

in! a! bid! to! experiment! with! a! novel! fabric,! we! decided! to! develop! a! rather!

unconventional,!yet!classic!collection!using!exclusively!LEATHER.!!

In! recent! trends,! leather! jackets! have! become! synonymous,! not! only! with!

casual! outerwear! but! have! also! gained! the! status! of! being! a! classic! style! and! an!

alluring! and! essential! component! of! every! man’s! wardrobe.! We! decided! to!

extensively!promote!this!style!by!having!a!collection!comprising!entirely!of!leather!

outerwear! and! name! the! collection,! ‘Zegna! Cuoio’.! Cuoio! in! Italian! simply! means!

“leather”.! Through! this! collection,!we!hope! to! entice!men!of! all! ages! to! adopt! this!

style,!while!using!innovative!fabrics!and!further!extending!our!goals!and!beliefs.!!

! 5!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Mission & Vision

!

!

!

MISSION STATEMENT!

“An!enduring!passion!for!fabric,!innovation!and!quality!since!1910”!

!

VISION STATEMENT!

One!of!the!objectives!of!the!fourth!generation!is!to!ensure!continuity!for!the!

values!that!stem!from!the!founder’s!philosophy,!which!are!the!heritage!not!only!of!

the!family!but!of!everyone!working!in!the!Group.!Their!mission!is!to!keep!alive!the!

idea! that! product! quality! can! only! flourish!where! there! is! a! “culture! of! beauty,! a!

culture!that!must!also!respect!the!environment!and!local!communities.!At!Zegna!it!is!

believed! that! high! quality! products! are! related! to! the! beauty! of! the! surroundings!

and! to! the! wellness! of! the! people! involved.! Nature’s! protection,! social! life! and!

cultural!activity!are!an!integral!part!of!both!work!and!leisure.!

!

!

!

! 6!

!

!

!!!!!!!!!Social Responsibility

!

!

!

!

SOCIAL RESPONSIBILITY PARTNER!

FAI!(Italian!Environment!Fund)!is!a!nonOprofit!foundation!set!up!in!1975!for!

the!protection!and!development!of!Italy’s!environmental!and!cultural!heritage.!Over!

the! years! FAI! has! purchased,! restored! and! safeguarded! important! yet! neglected!

properties! in! Italy,!which!are!now!open! to! the!public.! Safeguarding! these!heritage!

sites! benefits! civilians! by! helping! to! promote! a! "culture! of! beauty"! and! a! greater!

appreciation!of!Italy’s!natural,!historical!and!cultural!heritage.!!

!

! 7!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Customer Profile

!

!

!

Segmentation Bases Illustrative Categories

Geographic Region!

City!Size!

Population!

Climate

United!States!

Large!

~10,000!per!sq!mi!

Four!Seasons!

Demographic Age!

Gender!

Household!Size!

Income!

Occupation!

Education!

20H60yrs!of!age!

Male!

1H3!

300,000+!

Higher!level!profession!

WellHeducated!

Sociocultural Culture!

Social!Class!

Marital!Status!

Psychographics!

American!

Upper!class!

Single/Married!

Achievers!

Effective & Cognitive Degree!of!knowledge!

!

Benefits!sought!

Attitude!

Fair;!knowledgeable!about!designer!

labels!

Prestige!

Neutral! !

Behavioral Brand!loyalty!

Store!loyalty!

Usage!rate!

User!status!

Payment!method!

Media!usage!

Usage!situation!

Divided!

Undivided!

Medium!

Current!User!

Credit/Debit!Card!

Newspaper,!TV!

Vacation!

!

! 8!

!!!!!!!!!!!!!!!!Customer Narrative

!

!

John!Dorian!wasn’t!exactly!fond!of!waking!up!to!his!wife!and!the!cleaning!lady,!Magda,!bickering!over!how!her!work!at!the!house!warranted!a!higher!pay.!His!

wife,! Susan,! was! an! extremely! compassionate! woman,! but! when! it! came! to! their!

household!expenditures,!she!was!rather!frugal.!John!himself!didn’t!care!much!about!

his!cleaning! lady’s!salary,!but!when!it!came!to!business,!he!was!quite!ruthless!and!

could!squeeze!every!last!penny!out!of!his!competitors.!John!and!Susan’s!frugality!is!

what!a! lot!of! their! friends!would!say!was!the!reason!they!got!along!so!well!–! they!

had! been!married! for! over! fourteen! years! and! had! an! amazing! bond.! Some! even!

speculated! as! to! whether! that! was! the! reason! they! decided! against! having! any!

children.! Despite! possessing! stingy! personalities,! they! were! well! known! for! their!

extremely!alluring!house!and!definitely!did!not!hold!back!with! their! lavish!dinner!

parties.! John! and! Susan! always! collaborated! while! hosting! these! parties! and!

prepared! some! of! the! most! exquisite! dishes! for! their! guests.! ! John! was! an!

unconventional!husband!who!enjoyed!cooking!just!as!much!as!his!wife!and!would!!

!

!

! 9!


!

!

be! extremely! delighted! in! lending! her! a! helping! hand! when! it! came! to! throwing!

some!of!the!most!notable!parties!in!town.!Together,!they!made!a!fabulous!team!!!

John’s! sleep! was! crucial! to! him! and! being! woken! up! by! an! altercation!

between!two!women!was!definitely!one!of!his!pet!peeves.!But!on!this!particular!day,!

he!didn’t! let! it!bother!him.! ‘Today’s!about!me’,!he! told!himself!and!he!slapped! the!

snooze!button!on!his!alarm,!threw!a!pillow!on!top!of!his!head!and!curled!up!in!his!

bed,!sleeping!in!for!an!hour!longer.!On!a!usual!day,!John!would!sleep!till!6:00!am,!get!

a! quick! workout! in! the! basement! gym,! quickly! blend! up! a! Muscle! Milk! drink! for!

himself! (protein! shakes! were! his! favorite!),! read! the! important! headliners! in! the!

newspaper!and!then!jumped!in!the!shower.!Soon!after!his!wife!would!brew!up!some!

hot!coffee!to!take!to!work!and!then!he!would!head!out!to!a!monotonous!day!at!work.!

The! only! thing! he! looked! forward! to! at! the! end! of! a! typical! weekday! would! be!

watching! the! onset! of! HBO! series! from! 9:00! pm! onwards,! and! getting! to! spend!

quality!time!with!his!wife.!!

Living!in!the!suburbs!caused!him!to!leave!for!work!a!lot!earlier!than!required,!

as!his!insurance!company!was!situated!in!downtown!Seattle.!When!he!would!often!!

! 10!


!

!

get! frustrated!with!highway! traffic! in! the!morning!(he!despised!driving)!he!would!

think!to!himself,!‘What’s!the!point!of!getting!there!early!anyway?!I’m!the!boss!of!the!

company!’! Yes,! he! indeed!prided!himself! on! accomplishing! a! great!deal! in!his! life,!

having! come! from! a! notWso! fortunate! background.! He! would! often! try! to! speed!

through! in! his! silver! classic! Porsche! Speedster! to! beat! early! morning! rushWhour!

traffic,!but!sadly!to!no!avail.!!

On! the! weekends,! or! just! whenever! he! would! feel! a! bit! adventurous,! he!

would!ditch!his!classy!sports!car!and!drive!around!in!his!Jeep!CJ.!And!today!was!one!

of!those!days!that!he!would!be!able!to!make!the!most!out!of!driving!around!in!an!offW

road!vehicle.!After! ten!months!of! slogging!and!working,!he! thought!he!deserved!a!

break.!So,!he!rented!out!a!cabin!in!the!woods!and!decided!to!go!hiking!and!camping!

by! himself! to! cool! off! from!work! stress.! Nothing! felt! better! or! relieved! him!more!

than! to! being! out! in! nature,! having! spent!most! of! his! childhood! on! a! farm.! After!

pressing!the!snooze!button!a!couple!of!times,!he!decided!to!finally!get!out!of!bed!and!

was!ready!for!a!weekend!of!adventure.!!

! 11!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Brand Rationale

!!!

Zegna!is!a!well+known!brand!mainly!for!its!fine!men’s!suiting/!!

clothing! –! thus! by! default! have! a! large! customer! base.! By! introducing! a!

collection!dedicated!to!leather!jackets!and!outerwear,!our!goal!is!to!not!only!

be!extend!our!brand!into!an!untapped!product!base,!but!also!reaching!out!to!

a! different!market,!while! enticing! our! current! loyal! customers! to! try! out! a!

different! style.!Leather! is!a!very!generational! fabric!and!while! it! appeals! to!

younger! customers! more,! the! design! and! silhouette! of! each! piece! in! our!

collection!incorporates!a!classic!look!that!can!be!worn!by!men!of!any!age.!!

The! fabrication! definitely! plays! a! big! part! in! the! appeal! of! this!

collection.!Zegna!has!produced!a! few! leather!garments! in! the!past,! but! this!

collection! mirrors! a! more! extensive! approach! to! elaborate! the! signature!

fabric! within! unconventional! silhouettes! and! designs,! enabling! a! liking! in!

men! of! every! age.! Not! many! designer! labels! come! out! with! an! exclusive!

leather+oriented!collection!and!this!would!definitely!fill!a!distinct!niche!in!the!

market.!!

!

! 14!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Assortment Plan

1. YEAR

1. 2012!2. 2013!3. 2014!4. 2015!

!

2. SEASON

A. Spring!B. Fall!C. Summer!D. Winter!

!

3. CLASS

1. Tops!2. Bottoms!3. Outerwear!

!

4.!!SUB-CLASS!

1. Outerwear!2. Jacket!3. Vest!4. Long!Jacket!

!!!!!

! 15!

!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Assortment Plan

!

!

5.!!COLLAR/LAPEL!

1. Standard!collar!2. Shawl!lapel!3. Standing!collar!4. Tunic!collar!5. Shifted!lapel!6. Stylized!collar!7. VLneck!!8. Rolled!collar!

6.!!COLOR!

1. Black!2. Grey!3. Dark!Brown!4. Blue!5. Beige!6. White!

!

7.!FABRICATION!

1. Leather!2. Leather/Suede!3. Leather/Fur!4. Leather/Poplin!5. Glazed!Cotton!6. Glazed!Cotton/Stonewashed!leather!

!

! 16!

!!Assortment Master Page

!

!

DESCRIPTION STYLE NUMBER COLOR

1. Straight!collar!jacket!!! ! ! #2B3111!!! ! Black!

2. Straight!collar!jacket!!! ! ! #2B3121!!! ! Grey!

3. Straight!collar!jacket!! ! ! #2B3131!!! ! Dark!Brown!

4. Shawl!lapel!jacket!!! ! ! #2B3126!!! ! Grey!

5. Standing!collar!jacket!!! ! ! #2B3156!!! ! Beige!

6. Tunic!collar!jacket!!! ! ! #2B3131!!! ! Dark!Brown!

7. Shifted!lapel!jacket!!! ! ! #2B3121!!! ! Grey!

8. Shifted!lapel!jacket!! ! ! #2B3141!!! ! Blue!

9. Exaggerated!forward!roll!yolk!! ! #2B3131!!! ! Dark!Brown!

10. VIneck!! ! ! ! ! #2B3112!!! ! Black!

11. Long!Coat!w/fur!collar!!! ! ! #2B3131!!! ! Black!

12. Poplin/Leather!!! ! ! ! #2B3163!!! ! White!

13. Vest!!! ! ! ! ! #2B3121!!! ! Black!

!

Cost Sheets

17

Date:(June(20,(2012 Style(#(: 2B31111Product(Description:(Jacket1Sizes:(36,(38,(40,(42,44 Season:(Fall(2013Colors: Black,(Dark(Brown,(Grey Wholesale: $213

Sug.(Retail:( $426

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%(Leather( 2.5 $24 $60Lining 3 $6 $18

TOTAL(MATERIAL(COST( 78

TRIMMINGS QTY PRICE AMOUNTZipper 3 $0.75 $2.25Fusing 1 $1.05 $1.05Buttons 4 $1.75 $7.00Zipper(pull 3 $1.50 $4.50Shoulder(pads 1 $4 $4.00

TOTAL(TRIMMING(COST( 18.8

LABOR( ( ( AMOUNTCutting $2Labor $7Marking $0.25Grading $0.35

(

Swatch(

TOTAL(LABOR(COST( 9.6

TOTAL(COST(OF(PRODUCT: 106.4

Cost Sheets

18

Date:(June(20,(2012 Style(#(: 2B31226

Product(Description:(Jacket2

Sizes:(36,(38,(40,(42 Season:(Fall(2013

Colors: Grey Wholesale: $168

Sug.(Retail:( $336

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCHStonewashed(Leather 2 $15 $30

Glazed(Cotton 1 $25 $25


TRIMMINGS QTY PRICE AMOUNT

Fusing 1 $1.05 $1.05

Buttons 8 $1.75 $14.00

Shoulder(pads 1 $4 $4.00


LABOR( ( ( AMOUNTCutting $2

Labor $7

Marking $0.25

Grading $0.35

(

Swatch

(



Cost Sheets

19

Date:(June(20,(2012 Style(#(: 2B31356Product(Description:(Jacket3Sizes:(36,(38,(40,(42 Season:(Fall(2013Colors: Beige Wholesale: $125

Sug.(Retail:( $250

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCHStonewashed(Leather 2.5 $15 $37.50

TOTAL(MATERIAL(COST( 37.5


Fusing 1 $1.05 $1.05Buttons 6 $1.75 $10.50




(

Swatch(



Cost Sheets

20

Date:(June(20,(2012 Style(#(: 2B31431



Colors: Dark(Brown Wholesale: $138

Sug.(Retail:( $276

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%(Leather 3 $14 $42


TRIMMINGS QTY PRICE AMOUNTZipper 3 $0.75 $2.25

Fusing 1 $1.05 $1.05

Buttons 3 $1.75 $5.25

Zipper(pull 3 $1.50 $4.50




Labor $7

Marking $0.25

Grading $0.35

(

Swatch

(



Cost Sheets

21

Date:(June(20,(2012 Style(#(: 2B31521Product(Description:(Jacket5Sizes:(36,(38,(40,(42 Season:(Fall(2013Colors: Blue,(Grey Wholesale: $124

Sug.(Retail:( $248

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%(Leather 3 $14 $42


TRIMMINGS QTY PRICE AMOUNTZipper 1 $0.75 $0.75Fusing 1 $1.05 $1.05

Zipper(pull 3 $1.50 $4.50Shoulder(pads 1 $4 $4.00



(

Swatch(



Cost Sheets

22

Date:'June'20,'2012 Style'#': 2B31631Product'Description:'Jacket6Sizes:'36,'38,'40,'42 Season:'Fall'2013Colors: Dark'Brown Wholesale: $127

Sug.'Retail:' $254

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%'Leather 2.5 $14 $35

TOTAL'MATERIAL'COST' 35

TRIMMINGS QTY PRICE AMOUNTZipper 3 $0.75 $2.25Fusing 1 $1.05 $1.05Buttons 4 $1.75 $7.00Zipper'pull 3 $1.50 $4.50Shoulder'pads 1 $4 $4.00

TOTAL'TRIMMING'COST' 18.8


'

Swatch'

TOTAL'LABOR'COST' 9.6


Cost Sheets

23

Date:(June(20,(2012 Style(#(: 2B31712



Colors: Black Wholesale: $142

Sug.(Retail:( $284

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%(Leather 2 $14 28

Suede 1 $18 18


TRIMMINGS QTY PRICE AMOUNTZipper 3 $0.75 $2.25

Fusing 1 $1.05 $1.05

Buttons 4 $1.75 $7.00

Zipper(pull 3 $1.50 $4.50

Elastic 1 $1 $0.55



Labor $7

Marking $0.25

Grading $0.35

(

Swatch

(



Cost Sheets

24

Date:(June(20,(2012 Style(#(: 2B33131



Colors: Black Wholesale: $178

Sug.(Retail:( $356

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%(Leather 3 $14 42

Fur 1.7 $14.95 25.415

TOTAL(MATERIAL(COST( 67.415


Fusing 1 $1.05 $1.05

Buttons 4 $1.75 $7.00




Labor $7

Marking $0.25

Grading $0.35

(

Swatch

(



Cost Sheets

25

Date:(June(20,(2012 Style(#(: 2B31863Product(Description:(Jacket9Sizes:(36,(38,(40,(42 Season:(Fall(2013Colors: White Wholesale: $125

Sug.(Retail:( $250

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCH100%(Leather 2 $14 28Poplin 1 $8 8


TRIMMINGS QTY PRICE AMOUNTZipper 3 $0.75 $2.25Fusing 1 $1.05 $1.05Buttons 6 $1.75 $10.50Zipper(pull 2 $1.50 $3.00Elastic 1 $1 $0.55



(

Swatch(



Cost Sheets

26

Date:(June(20,(2012 Style(#(: 2B32111Product(Description:(Vest1Sizes:(36,(38,(40,(42 Season:(Fall(2013Colors: Black Wholesale: $150

Sug.(Retail:( $300

MATERIAL( YARDS PRICE AMOUNT (((((((((((((((((((((PRODUCT(SKETCHGlazed(Cotton 2 $25 50



Fusing 1 $1.05 $1.05Buttons 8 $1.75 $14.00



(

Swatch(



! 37!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Brand Identity

!

!

!

Retro. Striking. Suave.

SELLING APPEAL

! Classic!wardrobe!component!that!every!man!desires!to!own.!!

! Synonymous!with!celebrities.!

! Youthful!appeal,!and!can!be!worn!by!men!of!all!ages.!!

!

DISTINCT CHARACTERISTICS OF THE PRODUCT

! Exclusive!leather@oriented!collection.!

! Fine!fabric!quality.!

! Unconventional!silhouette.!

! It!can!be!worn!through!all!seasons!of!the!year.!!

! Rugged,!yet!classic!appeal.!

!

!

!

! 38!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Retail Partner !

!

!

The!retail!partner!selected!to!display!the!items!of!this!collection!is!!

MARK!SHALE,!Chicago.!!

!

!

!!

LOCATIONS!

! 900!N!Michigan!Avenue,!Chicago!IL!

! 1240!Northbrook!Ct,!Northbrook,!IL!

! 90!Oakbrook!Center,!Oak!Brook,!IL!

!

!

!

! 39!

!!!!!!!!!!!!!!!!!!!!!!!!!!Planning Calendar

!SEASON/YEAR: FALL 2013 IN-STORE DELIVERY: AUGUST

MONTH STEPS

October 2012

November

December

January 2013

February

March

April

May

June

July

August

September!

Research!market.!

Begin!to!design!&!sketch.!

Swatch!&!begin!to!make!samples.!

Early!production,!retail!orders!placed.!

Planning!&!Prospecting.!

Major!Production!begins.!

Major!Production!continued….!

InCStore!Promotions.!

Shipping!period;!InCstore!Promotions.!

Shipping!period;!InCstore!Promotions;!records!period.!

Store!SetCup.!

Track!retail!selling;!plan!for!next!season.!

!

Purchase O

rderVen#

Vendor(N

ame(

Beg.(Ship

Complete

Term

sLabel

Dept

Season

Buyer

Date

PO#

Retailer

583027ERMENGILD

O(ZEGNA

7/24/13

7/31/134/10,(n/30

Zegna(Cuoio

Men's

Fall(2

013

Mark

1/3/12

5672974Mark(Shale

New(Order(_

_X__

Confirm

atio

n(__X__

8/10(EOM

Shipped:(

(Ordinary__X__

Specia

l______

(SIZE

Style #D

escriptionC

olor36

3840

4244

TT

L U

nitsW

holsaleR

etail T

WS

TR

2B31111

Jacket1

Black

44

32

114

213.00

$(((

426.00

$(((((((

2,982.00

$((((

5,964.00

$((((

2B31131

Jacket1

D.(B

rown

44

32

114

213.00

$(((

426.00

$(((((((

2,982.00

$((((

5,964.00

$((((

2B31121

Jacket1

Grey

22

21

18

213.00

$(((

426.00

$(((((((

1,704.00

$((((

3,408.00

$((((

2B31226

Jacket2

Grey

22

21

18

168.00

$(((

336.00

$(((((((

1,344.00

$((((

2,688.00

$((((

2B31356

Jacket3

Beige

10

21

04

125.00

$(((

250.00

$(((((((

500.00

$((((((((

1,000.00

$((((

2B31431

Jacket4

D.(B

rown

21

32

08

138.00

$(((

276.00

$(((((((

1,104.00

$((((

2,208.00

$((((

2B31521

Jacket5

Blue

12

20

05

124.00

$(((

248.00

$(((((((

620.00

$((((((((

1,240.00

$((((

2B31541

Jacket5

Grey

33

22

111

124.00

$(((

248.00

$(((((((

1,364.00

$((((

2,728.00

$((((

2B31631

Jacket6

D.(B

rown

33

22

111

127.00

$(((

254.00

$(((((((

1,397.00

$((((

2,794.00

$((((

2B31712

Jacket7

Black

23

21

08

142.00

$(((

284.00

$(((((((

1,136.00

$((((

2,272.00

$((((

2B33131

Jacket8

Black

22

10

05

178.00

$(((

356.00

$(((((((

890.00

$((((((((

1,780.00

$((((

2B31863

Jacket9

White

13

21

07

125.00

$(((

250.00

$(((((((

875.00

$((((((((

1,750.00

$((((

2B32111

Vest

Black

33

22

212

150.00

$(((

300.00

$(((((((

1,800.00

$((((

3,600.00

$((((

115

18,698.00

$((

37,396.00

$((

40#############

! 41!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Sales Projection

INTRODUCTORY PHASE !Product (classified by fabric)

Units Sold On-Hand

!100%!Leather!Jacket!1!Jacket!4!Jacket!5!Jacket!6!!Stonewashed!Leather!Jacket!2!Jacket!3!!Glazed!Cotton!Vest!!Leather!+!Trims!Jacket!7!Jacket!8!Jacket!9!!Totals!

!71!!!!!!12!!!!12!!!20!!!!!!115!

!40!!!!!!6!!!!5!!!13!!!!!!64!

!31!!!!!!6!!!!7!!!7!!!!!!51!

!

! 42!


MAINTENANCE PHASE !

Product (classified by fabric)

Units Sold On-Hand


!31!!!!!

!6!!!!7!!!7!!!!!!51!

!22!!!!!!4!!!!3!!!6!!!!!!35!

!9!!!!!!2!!!!4!!!1!!!!!!16!

!

! 43!


CLEARANCE PHASE (30% OFF) !

Product (classified by fabric)

Units Sold On-Hand


!9!!!!!!2!!!!4!!!1!!!!!!20!

!9!!!!!!2!!!!4!!!1!!!!!!20!

!0!!!!!!0!!!!0!!!0!!!!!!0!

!!

! ! !

! 44!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Sales Master Page

!

INTRODUCTORY PHASE 55%

Beginning!on!hand!!! ! 115!

Sales!! ! ! ! !!64!

Ending!on!Hand! ! ! !!51!

!

MAINTENANCE PHASE 30%

Beginning!on!hand!!! ! !!51!

Sales!! ! ! ! !!35!

Ending!on!Hand! ! ! !!16!

!

CLEARANCE PHASE 15%

Week#1! ! ! ! !!!!6!

Week#2! ! ! ! !!!!4!

Week#3! ! ! ! !!!!3!

Week#4! ! ! ! !!!!3!

! 46!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Marketing Plan

MARKETING BUDGET

Total Retail Sales $37,396

% Marketing Budget 15%

$ Marketing Budget $8,500

! 47!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Marketing Plan

INTRODUCTORY PHASE

! Objective!! Reinvigorate!existing!customers,!as!well!as!entice!newer!target!markets.!!!

! Strategy1!! Trunk!show/!Launch!Event.!!Tactics! ! ! Set!show!launch!date.!! ! ! ! Send!private!invitations!to!select!customers.!!

Hire!DJ!+!Select!cocktails,!hors!d’oeuvre!to!be!served.!!! ! ! ! SetFup!displays.!! ! ! ! Send!merchandise!to!store!outlets.!!Control Methods!! CustomForder! jackets!made!for!customers,!before!official!

launch!inFstores.!!! Strategy2! Advertising! campaign! to! introduce! new! collection! to!

untapped!customers.!Tactics!! Model! selection! +! Photoshoot! for! publication! in!

magazines!(GQ,!Esquire,!Men’s!Vogue,!etc.);!Billboard!ads,!etc.!!Social! media! awareness! –! capitalize! the! introduction! of!the!new!collection!in!Zegna!social!media!profiles.!!Online!advertisement!+!Email!blasts.!!

Control Methods!! Buy!1!jacket!–!30%!OFF!any*!Zegna!shirt.!!!!!!!!!!!!!!!!!!!!

*Conditions!apply!

! 48!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!! Marketing Plan

MAINTENANCE PHASE

! Objective!! To!ensure!brand!loyalty!and!build!a!strong!clientele!base.!! Strategy1! ! ! Personalize!experience!for!the!customers.!!

Tactics! Sales! Representative! Training! –! aimed! to! improve!customer!relationship.!!Make! followFup! calls! to! inquire! about! satisfaction,!disappointments,!requests,!etc.!Offer!special!discounted!rates!to!premium!customers.!Personal!delivery!open!to!premium!customers.!!

Control Methods!! Offer! replacements,! alterations,! full! refund! (within! 30!days! of! purchase)! to! any! grievance/complain! by! a!customer!at!the!time!of!purchase.!!

! Strategy2!! ! ! Rewards!Program!!Tactics! ! ! Devise!software!to!run!Rewards!Program.!!

Request!every!customer!to!sign!up!for!the!program.!!! ! ! ! Send!emails!regd.!benefits!to!the!Rewards!Program.!Control Methods!! First! purchase! offers! 500+! points! &! Bundle! with! items,!

like!fragrance!samples.!!!

CLEARANCE PHASE!

! Objective!! ! ! Prepare!for!new!season/!collection.!!! Strategy!! ! ! Host!private!sales!to!sell!all!items!in!inventory.!

Tactics!! ! ! Send!samples!to!companies!(Men’s!warehouse).!Deliver!merchandise!to!respective!warehouses.!!Send!out!emails!to!mailing!list!regarding!private!sales.!!

! ! ! ! Social!Media!–!post!teasers!to!inform!followers.!!Control Methods!! Offer!upto!30%!OFF!on!all!items!from!the!collection.!!

! 49!

!!!!!!!!!!!!!!!!!!!!!!! Marketing Calendar

!

Com

plet

ion

Dat

e ! ! ! !May$1,$2013$

May$15,$2013$

$May$13,$2013$

May$21,$2013$

$May$17,$2013$

May$1,$2013$

$May$6,$2013$

May$19,$2013$

May$19,$2013!

! ! ! !Au

gust$1,$2013$

Sept.,$2013

$$ !

Bud

get

(15%

of

WS)

! ! ! ! !$25$ $

$200

$! ! !

$4625!

! !$2300!

! ! ! ! !$400!

! ! !

Per

son

Res

pons

ible

INTRODUCTORY!

PHASE!

! $ Retail$Store$He

ad$

Retail$Store$Manager$

$ Retail$Store$He

ad$

$ Sales$R

ep/Visu

al$m

erch.$

Buyer$

Retail$Store$Manager$

$ Sales$R

ep$$

Brand$Manager$

Sales$R

ep$

!MAINTENANCE!PHASE!

$ $ Store$Manager$

Sales$R

ep$

Sales$R

ep$

$ Store$Manager$

Tac

tics

$ $ $ $ Set$sho

w$laun

ch$date.$

Send

$priv

ate$invitatio

ns$to

$select$customers.$$

Hire$DJ$+

$Select$cocktails,$hors$

d’oe

uvre$to

$be$served

.$$SetNup

$disp

lays.$

Send

$merchandise$to

$store$

outle

ts.$$

$ Mod

el$Selectio

n$+$

Photosho

ot$fo

r$pub

lication.$

Social$M

edia$awaren

ess.$

Online$Ad

vertise

men

t.$Em

ail$blasts.$

$ $ $ $ Sales$R

ep.$Training.$

FollowNup$calls.$

Offe

r$disc

ounted

$rates$to$

prem

ium$customers.$

Person

al$Delivery$op

en$to

$prem

ium$customers.$

Stra

tegy

! ! ! 1.!!

Trunk!

show/!

Launch!

Event.!

2.!

Advertising!

Campaign!

! ! ! 1.!

Personalize!

Experience!

for!

custom

ers!

!

! 50!

!!!!!!!!!!!!!!!!!!!!!!! Marketing Calendar

!

Com

plet

ion

Dat

e $ $ $ $Septem

ber,$2013

$$

Octob

er$1,$2013$

$ $ $ $De

cembe

r$1,$201

3$De

cembe

r$14,$2013$

$De

cembe

r$20,$201

3$

Bud

get

(15%

of

WS)

! ! ! ! !$450!

! ! ! ! ! ! ! ! !$200!

$300!

! !

Per

son

Res

pons

ible

MAINTENANCE!

PHASE!

! $ Brand$Manager$

Sales$R

ep$

$ Sales$R

ep$

CLEARANCE!!

PHASE!

$ $ Buyer$

Buyer$

$ Sales$R

ep$

Tac

tics

$ $ $ $ Devise$so

ftware.$

Requ

est$e

very$customer$to

$sig

n$up

$for$the

$program

.$Send

$emails$regd.$ben

efits.$$

$ $ $ $ Send

$samples$to

$com

panies.$

Deliver$m

erchandise$to

$resp.$

wareh

ouses.$$

Send

$emails$to$m

ailing$list.$$

Stra

tegy

! ! ! 2.!!

Rewards!

Program.!

! ! ! ! 1.!!

Private!

Sales!

!

! 51!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!Bibliography

!!!!!!!!

! “History!and!Development!of!the!Ermenegildo!Zegna!Group”.!(PDF).!

Ermenegildo!Zegna!Holditalia!S.p.A.!Retrieved!June!2012.!

! Fabrics,!Mood.!Mood!Designer!Fabrics.!www.moodfabrics.com.!Retrieved!

June!2012.!

! Group,!Zegna.!Official!Zegna!Group!Homepage.!www.zegnagroup.com.!

Retrieved!June!2012.!

! Wikipedia.!http://en.wikipedia.org/wiki/Ermenegildo_Zegna.!Retrieved!

June!2012.!

merchandise management

Documents