1. HALLE GARRUS
BP CONTEMPORARY SHOES
AUGUST 12TH 2015
How do we become more
relevant to the Young Customer?

2. 2
OVERVIEW
Getting social
with the YC
through
stronger
connections
with suppliers
and blogger
relationships.
Impacting shoe
business with
product
assortment &
Merchandising.
Identifying
the YC &
analyzing the
impact they
have on our
shoe
business.

3. 3
YC ACCOUNTS FOR 25%-27% OF
OUR TOTAL SALES

4. 4
ACQUIRING 1%= $57.1M

5. 5
WHO IS THE
YOUNG CUSTOMER?

6. 6
WHO IS THE YOUNG CUSTOMER?
ON AVERAGE HOW MUCH IS THE YC SPENDING ON SHOES
15%
54%
24%
8%
$50 or Less $50-$100 $100-$150 Over $200

7. 7
FLATS HEELS ATHLETIC BOOTS WEDGES OTHER
22%
35%
11%
14%
7%
11 %
WHAT ARE THEY BUYING?
WHO IS THE YOUNG CUSTOMER?

8. 8
IMPACTING OUR BUSINESS

9. 9
IMPACTING OUR BUSINESS
HEEL AND FLAT COUNT IN THE $100 OR LESS PRICE RANGE
STORE AND ONLINE COMPETITION HEEL AND FLAT COUNT
DILLARDS 1,183
ZAPPOS 2,645
MACY’S 1,000
DSW 1,824
NORDSTROM 781

10. 10
PRODUCT ASSORTMENT AND MERCHANDISING
TO THE YC

11. 11
PRODUCT ASSORTMENT & MERCHANDISING
TOP YC BRANDS DEPARTMENT 521
TOPSHOP
Top YC Brands
Top 4 Supplier
96% Increase
Sell Through of 72%
FREE PEOPLE
Top YC Brand
Top 6 Supplier
4661% Increase
Sell Through of 73.4%
HINGE
YC Price Point
Top 5 supplier
(14.2%)
Sell Through of 85%

12. 12
PRODUCT ASSORTMENT & MERCHANDISING

13. 13
PRODUCT ASSORTMENT & MERCHANDISING
NORDSTROM & FREE PEOPLE

14. 14
PRODUCT ASSORTMENT & MERCHANDISING TO THE YC
NORDSTROMFREE PEOPLE

15. 15
PRODUCT ASSORTMENT & MERCHANDISING
HEEL CLASS IN THE TREND DROP DOWN.
Nasty Gal Zappos TOPSHOP

16. 16
GETTING SOCIAL
WHAT’S WORKED FOR US?

17. 17
GETTING SOCIAL
PARTNERING WITH OUR SUPPLIERS
TOPSHOP Collaboration with
Kendall and Kylie
A perfect combination of their
California meets red-carpet style,
the pieces range from bold
slogan jumpers and layered maxi
dresses (very Kylie) to vintage-
style peasant blouses and well-
worn denim shorts (very Kendall).
With over 60 million Instagram
followers between them, there is
no doubt that their first collection
with the brand will be a total sell-
out.
"We very much wanted to
capture the essence of our own
lifestyles and create pieces that
would fit perfectly into our
wardrobes."

18. 18
GETTING SOCIAL
FASHION BLOGGERS

19. 19
GETTING SOCIAL
OPPORTUNITIES FOR GROWTH

20. 20
GETTING SOCIAL
SUPPLIER PARTNERSHIPS
Kendall & Kylie
Gigi Hadid
Julie Sarinana
Alexa Chung

21. 21
GETTING SOCIAL
FASHION BLOGGERS
Julie Sarinana
Instagram Followers: 2.5M
Blog Name: Sincerely Jules/
sincerelyjules.com
Jessica Stein
Instagram Followers : 1.7M
@tuulavintage
Blog Name : Tuula / tuulavintage.com
Kimberly Pesch
Instagram Followers:
181K @eatsleepwear
Blog Name: Eat/ Sleep/
Wear / www.eatsleepwear.com
Test Doors: (1 )DT Seattle, (4) Bellvue, (25) Wash Square, (220) Michigan Ave, (320) South Coast, (349) Grove, (360)
Fashion Valley,(380) Fashion Square, (427) San Fransisco, (730) Houston Galleria ,Online, Mobile

22. 22
RECAP
Getting social
with the YC
through
stronger
connections
with suppliers
and blogger
relationships.
Impacting
business with
product
assortment &
Merchandising.
Identifying the
YC &
analyzing the
impact they
have on our
business.

23. 23
ACQUIRING 1%= $57.1M

24. 24

25. 25