2. Table of Contents
Executive Summary
Company Mission/Vision Statement
Social Responsibility Partnership
Customer Profile
Customer Narrative
Inspiration Images / Brand Extension Rationale
Group Overview
Style Numbers Classification Plan
Style Numbers Master Page
Cost Sheets Per Product
Line Sheets
Brand Identity / Selling Appeal / Distinct Characteristics
Retail Partner / Distribution Location
Production Calendar
Purchase Order / Unit Distribution Sheet
Sales Projection by Item
Sale Projection Master Page
Floor Plans
Marketing Plan
Press Kit
Bibliography
3. Executive Summary
Luna, as in the moon, stoically stands as the female influence, as
opposed to the sun as the male influence. The Lotus flower
symbolizes the human who rises from the darkness of the world
into a new way of thinking, causing rebirth and growth. Luna
Lotus allows women to not only feel sexy and comfortable in
our collection, but to also feel that way in their skin. This
collection will hug the female body in all of the right places
without constriction, and give the woman a feeling of
empowerment.
4. Mission Statement
Our purpose is to provide women the freedom that their body deserves.
We aim to build the confidence of every female being by showing them
that there is nothing wrong with their bodies. Our collection allows
women to realize this, and to find stylish clothes that will fit without
any problems.
Vision Statement
Our vision is focused on empowering women, and letting them know
that they are in control of their own lives. Within 5 years, we will
expand our stores to 10 other states and debut our online shopping
website. We aim to improve the lives of as many women as possible.
5. Social Responsibility Partnership
Chicago Cares is the city's leading connector of people, communities,
and causes through volunteerism. They care to make a difference,
differently. Since 1991, they have activated 500,000 people in service to
address critical issues - from education to health and wellness to job
readiness - in every corner of the city. In the process, they create
programming from the ground up for more than 200 schools, parks,
and nonprofits. They offer a channel for long-term change and empower
people to connect, lead, and transform. That means positive, long-term
change for the city we love. Chicago Cares inspires us to take action to
connect, inspire and empower.
6. Customer Profile
Geographic Segmentation Region Western
City Size 600,000
Population density Urban
Climate Hot
Demographic Segmentation Age 20-39
Gender Female
Household size 1-4 people
Income $60,000+
Occupation Professional
Education College graduate
Sociocultural Segmentation Culture All
Religion All
Race All
Social class Upper class
Marital status All
Psychographics Achievers
Cognitive Segmentation Knowledge Expert, Average
Attitude Positive
Behavioral Segmentation Brand loyalty Divided
Store loyalty Divided
Usage rate Medium, Heavy
Current user Payment method Credit card
Media usage Magazine, Online
Usage situation Everything
7. Customer Narrative
Lola is 24 & lives alone. Every day she wakes up in her small apartment near the
beautiful mountains of Colorado. She’ll have a cup of coffee before eating a
healthy breakfast containing fruit, oatmeal and a bagel. If the sun is shining, she
will go outside & meditate until her mind is clear. Once her bulldog, Lovey, starts
to bother her, she knows it’s time for a walk. Instead of just an average dog walk,
Lola & Lovey decide to go hiking. They discover new plants & come across a
waterfall. Lovey chases a few little animals around while Lola takes in all of the
beautiful nature that she is surrounded by. Both Lola & Lovey seem to be a bit
hungry after hiking for a couple hours. Lola drops Lovey off at the apartment &
heads to Chipotle in her burgundy Camaro. She decides to order tacos filled with
chicken, cheese, and all of her favorite veggies. Once she is finished eating, she
heads home to get ready for work. After showering, she throws on leggings and a
flowy top & drives to the yoga studio that she works at. After teaching a couple
classes, her body feels ready for the night. Once Lola is home, she puts on a date-
night dress & says goodbye again to Lovey. Waiting outside is Lola’s boyfriend,
Ruddy. Together they drive off into the sunset & then enjoy a nice meal at Lola’s
favorite pasta place, Noodles & Company. When the two are finished eating, they
converse for about an hour or so while their food digests. Soon they feel antsy &
decide to go dancing. They drive downtown & find a nice little bar that seems to
be playing nothing but upbeat dance music, just what they like. Ruddy has a drink
while Lola has a couple. After a few hours, both decide that they are tired & drive
back to Lola’s apartment. Ruddy stays the night & cuddles with Lola & Lovey until
the next day.
8. Inspiration
Luna Lotus is needed because women always crave new ways to feel empowered, because they deserve it.
25. Retail Partner
Club Monaco is a mid-priced, high-end casual clothing retailer, owned by Polo Ralph Lauren.
With more than 140 locations worldwide, the retailer has locations in Canada, Hong
Kong, Macao, Taiwan, South Korea, China, the United Arab Emirates,
Malaysia, Indonesia, Singapore, Saudi Arabia, Sweden, Turkey,
United States and United Kingdom.
Each month, Club Monaco brings in a new collection, alternating between casual styles during
the northern spring and summer and more formal offerings during autumn and winter.
Originally, the company was best known for its classic "black and white" styles, with which
different colors are paired, but this is no longer a focus in each collection.
Club Monaco, 1225 Third Street
Santa Monica, CA 90401
Club Monaco, 1006 Lincoln Road
Miami, FL 33139
Club Monaco, 6 West 57th Street
New York, NY 10019
26. Product Development Calendar
Season/Year: Summer 2016 In-Store Delivery: April 2106
April - Research industry, trends and customer
May – Begin to sketch and design
June – Create mood board and collect textiles
July – Begin sewing example pieces
August – Finished samples in showroom
September – Selling to retailers and purchasing orders
October – Selling to retailers and purchasing orders
November – Cut tickets and line edits
December – Major production
January – Major Production
February – Tag, bag, hang, deliver
March – Track sales and plan for next season
27. Purchase Order
Season/Year: Summer 2016
Ven# Vendor Name Beg. Ship Complete Terms Label Dept Season Buyer Date PO# Retailer
408 Luna Lotus 1-Feb Feb-15 Net 30 LL Women Summer Monaco 1-Apr 6614 Club Monaco
New Order X Confirmation _____X Shipped: 3-1 Ordinary_____X Special______
S M L
Style # Description Color 4 6 8 TTL Units WS Retail TWS TR
#1B11231 Sleeveless Crop Top Black 2 3 2 21 33$ 70$ 693$ 1,470$
#1B11331 White 2 3 2 -$ -$
#1B11431 Purple 2 3 2 -$ -$
#1B31231 Flowy Skater Skirt Black 2 3 2 14 53$ 100$ 742$ 1,400$
#1B31331 White 2 3 2 -$ -$
#1B43131 Long-Sleeved Romper Multi 3 4 3 10 92$ 180$ 920$ 1,800$
#1B21211 Elastic-Waist Shorts Black 3 4 3 20 31$ 60$ 620$ 1,200$
#1B21511 Olive 3 4 3 -$ -$
#1B41121 Halter Maxi Dress Multi 5 5 5 15 61$ 120$ 915$ 1,800$
#1B11311 Off-Shoulder Crop Top White 3 4 3 -$ -$
#1B11411 Purple 2 3 2 17 40$ 80$ 680$ 1,360$
#1B22511 High-Waisted Loose Pants Olive 3 3 3 -$ -$
#1B22611 Burgundy 3 3 3 18 48$ 95$ 864$ 1,710$
#1B42311 Short Fitted/Flowy Dress White 2 3 2 -$ -$
#1B42411 Purple 2 3 2 -$ -$
#1B42511 Olive 2 3 2 21 55$ 110$ 1,155$ 2,310$
#1B13221 Fitted Halter Black 3 4 3 -$ -$
#1B13621 Burgundy 2 3 2 17 32$ 65$ 544$ 1,105$
#1B32221 Fitted Ruched Skirt Black 3 4 3 -$ -$
#1B32621 Burgundy 2 3 2 17 36$ 72$ 612$ 1,224$
Total 170 7,745$ 15,379$
28. Sales Projections by Item
Introduction - 4 weeks
Product Units Sold On Hand
Tops 55 19 36
Bottoms 38 13 25
Skirts 31 11 20
Dresses 36 13 23
Rompers 10 4 6
0
0
Total 170 60 110
Maintanence - 4 weeks
Product Units Sold On Hand
Tops 36 16 20
Bottoms 25 11 14
Skirts 20 9 11
Dresses 23 10 13
Rompers 6 3 3
Total 110 49 61
1st Clearance - 2 weeks
Product Units Sold On Hand
Tops 20 4 16
Bottoms 14 3 11
Skirts 11 2 9
Dresses 13 3 10
Rompers 3 1 2
Total 61 13 48
2nd Clearance - 2 weeks
Product Units Sold On Hand
Tops 16 6 10
Bottoms 11 4 7
Skirts 9 4 5
Dresses 10 4 6
Rompers 2 1 1
Total 48 19 29
29. Sales Projections Master Page
Introduction: Beginning on hand: 70
55% Sales: 60
Ending on hand: 110
Maintenance: Beginning on hand: 110
45% Sales: 49
Ending on hand: 61
1st
Clearance: Beginning on hand: 61
25% off Sales: 13
Ending on hand: 48
2nd
Clearance: Beginning on hand: 48
40% off Sales: 19
Ending on hand: 29
32. Marketing Plan
Introduction
Objective
To create brand awareness for Luna Lotus and the desire for our
merchandise
Strategy
To introduce women to styles and fabrics that will work with their
body
Tactic
Luna Lotus will be having a giveaway every week for the first month
of being open. Each giveaway will be for a gift card & the gift card amounts
will vary depending on the week. Every customer that purchases $150+ will
be instantly eligible for the gift card. Once the merchandise is rung up, the
cashier will inform the customer if they have reached $150, then the
customer will write down her name, phone number & email address. This
piece of paper will go into a fishbowl & at the end of the week, Luna Lotus
will choose a name from the fishbowl, call the winner & email them a
virtual gift card which can be printed or shown through cellphone. Fashion
magazines such as Cosmopolitan or Women’s World will advertise this
promotion for us, as well as Luna Lotus’s social media like as Facebook,
Twitter & Instagram.
Control Method
To ensure success & motivate the customer to purchase, we will let
them know that the gift cards will be worth up to $60 and will never
expire. They will be able to enter the giveaway every week if they choose.
This will get the women in the store by giving them hope that they will win
$60 to our store that they can use whenever they would like. By having this
giveaway weekly, women who do not win the gift card the first time may
come back each week to purchase more items to be eligible for the
giveaway.
Budget: $2,555.85
33. Marketing Plan
Maintenance:
Objective
To continue to build identity and loyalty
Strategy
To continue to provide women comfortable confidence during any
season
Tactic
A 30 second commercial will run on TLC once a week for two months. The
commercial will explain Luna Lotus’ purpose, location, and social media platforms.
The commercial will also mention our grand opening promotion. Each customer
has the opportunity to sign up for our email mailing list while in store & receive
10% off the next purchase. The emailing list will send out emails informing these
customers about new promotions, new merchandise and surprise coupons.
Control Method
To ensure success & motivate the customer to purchase, the commercial
will feature all of our products & how to style them. This will show women our
product line and then introduce them to new looks they may not have ever seen
before. This will give the women ideas on how to style all of our products
together, resulting in purchases of outfits instead of single pieces. In store, we will
have a poster explaining the perks of joining our emailing list & signup sheet will
be available. The surprise coupons will excite the women and the signup sheet will
make it easy to join.
Budget: $2,091.15
34. Marketing Plan
Clearance
Objective
To bring in new customers and old customers, clear out inventory
and make room for new seasonal merchandise
Strategy
To mix and match old and new merchandise to show that our
clothing can be worn all year
Tactic
Luna Lotus will send out an email plus post on social media platforms
about the seasonal clearance sale which offers an extra 20% off of clearance items.
This sale will last for 2 weeks. The email & social media posts will also include
information about the new merchandise that will be rolling out into the store.
Then, another email and social media post will inform customers about the final
clearance sale which offers 40% off of all clearance items.
Control Method
To ensure success & motivate the customer to purchase, we will email and
post pictures showing what clearance items are left and feature some new pieces.
By showing the customers the items that will be for clearance, this will warn them
that this is the last of the seasonal items in stock. So now if a woman was
debating on coming back to the store to purchase an item, or if they were waiting
for the sale, now is their chance to finally come back. By showing customers new
pieces, this will prepare them to look out for when these new items will be in
stock. If they see something they like, they will come to our store when it is out to
try it on.
Budget: $929.40
35. Press Kit
Press Release
Purpose:
I am writing this press release to inform women about our new brand, Luna
Lotus, which offers confidence-boosting clothing.
Audience:
The audience is a young or middle-aged woman between the ages of 20 to 39,
who is trendy, confident and has an income level of at least $60,000. This can be
sent out to all fashion magazines such as WWD, Vogue and Cosmopolitan.
Who is going to read this?
People who love to read magazines, who love fashion, who follow the brand, and
those who couldn’t afford the more expensive line, but now can afford this line.
People who need some pep in their step will read about this event.
What is my relationship to the reader?
No relation to the reader, just one woman to another, trying to spread self-love.
Format:
The best way to send out this information is through a press release.
Results:
1. I want the reader to know exactly what the event is and whom it is for.
2. I want the reader to know where the event is.
3. I want the reader to also bring a guest.
What actions do I want to result from this communication?
I want people to show up to the store and store event to support the new line,
find new body-positive clothing, boost self-esteem, and possibly win some store
credit.
36. Contact Information:
Luna Lotus
808 N. Michigan Ave
Chicago, Illinois, 60613
FOR IMMEDIATE RELEASE:
Sunday, April 10, 2016
“Luna Lotus Presents: The New Aged Confidence”
New York, New York, April 17, 2016- Luna Lotus will be launching a new clothing
store for women, including a clothing line. This line will be carried exclusively in
three Club Monaco locations of Santa Monica, CA, Miami, FL and New York, NY.
You can also find this line in Luna Lotus, located in Chicago, IL.
This line will offer sexy, trendy yet comfortable looks to any women looking to feel
good in their own skin. As you see how great the prices are, you will also notice
how each piece fits accordingly to your body. Luna Lotus will have their own
launch event for the first month of opening its doors. Luna Lotus offers daywear
and nightwear for the free-spirited.
This newest line will help women realize that there is nothing wrong with their
bodies. The new clothing will demonstrate the tools needed for finding the right
clothes to fit your unique body type.
PRESS and STORE BUYERS, please e-mail for accreditation. Include name
and title of attendees, company name, telephone and e-mail address. We will
confirm by e-mail. info@lunalotus or 815-630-9256.
