Eluhments Denims


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Presentation expalin the development of new denim line

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Eluhments Denims

  1. 1. Eluhments Denim Tanisha Finney Joshua Resmini Kristen Mahan Brandy B … BECAUSE THE WORLD BELONGS TO FEW 2
  2. 2. Eluhments <ul><li>A fun innovative ,trend setting ,denim line marketed to women who are in love with life and fashion. </li></ul><ul><li>Availible Exclusively at Perry's department store. </li></ul>
  3. 4. Business Objectives <ul><li>Goal: measurable and realistic results. </li></ul><ul><li>Mission Statement: To provide an eco-friendly, yet fashion forward style of denim that is as flattering as it is functional while using sustainable resources and always keeping the consumer in mind. </li></ul><ul><li>Sales: We would like to reach like a total sale of at least 800 units during the first season and product launch. </li></ul>
  4. 5. Product Concept <ul><li>Goal: Create a product that is highly engineered, high quality and interests the consumer with an innovative product. </li></ul><ul><li>Name: Eluhments </li></ul><ul><li>Why Eluhments: The name Eluhments is derived from nature, and is supported by the products it offers. Each style is inspired by a surrounding element. The details in each style are inspired by nature from the color, to the fabric, to the fit. Every detail is designed with mother nature in mind. </li></ul>
  5. 7. Value Proposition <ul><li>Objective: to ensure that the value of the product is higher then the actual cost. </li></ul><ul><li>Idea: A premium line of eco-friendly denim </li></ul><ul><li>The quality and fit will allow the value of the product to outshine the price tag </li></ul>
  6. 8. Key Benefits <ul><li>Goal: to make more then just a “ regular” pair of jeans, but to make a quality pair that has more benefits then the “ordinary” pair of denim jeans. </li></ul><ul><li>Features </li></ul><ul><ul><li>Fit </li></ul></ul><ul><ul><ul><li>Fits in waist & hips </li></ul></ul></ul><ul><ul><ul><li>Stretch for better fit </li></ul></ul></ul><ul><ul><li>Size Range </li></ul></ul><ul><ul><li>Versatility </li></ul></ul><ul><ul><li>Fashion forward </li></ul></ul>
  7. 10. Product Positioning 7 for all mankind Diesel Jeans Eluhments Denim High Quality High Price Levi’s Jeans Arizona Jeans Low Price Mudd Jeans Lee Jeans Low Quality
  8. 11. Pricing <ul><li>Average Price Per Unit : $128.00 </li></ul><ul><li>Price Range: $108- $180 </li></ul>
  9. 13. Product Launch • Utilize celebrity endorsements • Push for placement in top-tier fashion magazines • Release limited quantities to ensure exclusivity of line
  10. 14. PR/Advertising <ul><li>Goal: to make the target market aware of Eluhments. </li></ul><ul><li>Strategy: use of Social Media. Magazine ads, Newspaper inserts, Billboards, TV ads, Radio ads,… </li></ul><ul><li>Actions: create a FB, Twitter, campaign as well as the use of traditional forms of media </li></ul><ul><li>Celebrity gifting suites and gift bag placement at major events </li></ul><ul><li>Contact stylists to pitch to celebrity clients </li></ul>
  11. 15. Celebrity Stylist Outreach
  12. 16. Email Marketing Campaign
  13. 18. Visual Merchandising Plan <ul><li>The set up of the floor plan will be “Boutique” style. </li></ul><ul><li>Each of the styles will have its own section </li></ul><ul><ul><li>The bootleg (fire) jean will have a fire inspired themed layout, the skinny (earth) jean will have a earth inspired theme, etc </li></ul></ul>
  14. 21. Employee Training/Education <ul><li>BE THE BRAND </li></ul><ul><li>Individualize the jeans </li></ul><ul><li>Understand brand values </li></ul><ul><li>Effectively and articulately be able to explain Eluhments </li></ul><ul><li>Utilize weekly phone update line explaining news on styles, etc </li></ul><ul><li>KNOW THE CUSTOMER </li></ul><ul><li>Understand their wants and needs in a jean </li></ul><ul><li>Suggest a style </li></ul><ul><li>Direct them to section </li></ul><ul><li>Aid them in trying on and selecting size, color, and style </li></ul><ul><li>Create inviting sales environment </li></ul>
  15. 22. Questions/Comments