This was my final capstone project for FM 225 at FIT. Subject to copyright. All work belongs to Sandra Post. The following instructions were given for this project: PROJECT OBJECTIVE To function as a buyer, planner and merchandiser To plan, buy and assort the business of your choice using the merchandising concepts learned in class during the semester. To distribute your buy to stores and fixtures based on the parameters of your business. To create a pricing and promotional plan that will attract the customer to your business. PROCEDURE 1 Pick a department or category of merchandise that you would like to be the merchant for. Keep in mind that you will need to represent your department visually using fashion websites, magazines sketches, etc. You can pick an existing department in a store or create one of your own. You can be branded merchandise or private label. You must "OK" this business with me before you begin. 2 Break down your department into classifications. You must have at least 5 classifications representing distinct differences within the department. Be specific. Creating an analysis of your class breakdown in EXCEL is mandatory. 3 What styles are you going to buy? Pick the assortment you would like to see on the floor for the season you are buying for. Research magazines, fashion forecasting sites, existing retailers, to help you decide what to buy . You need to see how your Department is merchandised. You will then build an assortment by searching for the examples that represent each classification and key item. Make sure key items are a meaningful % of your classification. The fashion forecasting sites can help you with your decisions of what to buy. Remember not every class has to have a key item and some classes may have more than one. 4. Think about what you want your department to look like and layout a floor plan. Draw the fixtures (t-stands, 4-ways, tables, wall presentations) (Your department should not have less than 10 fixtures or more than 20.) THE FINANCIALS 1 You will be making your buy for 10 stores. You will assign a cost and retail to each item in your department. When you are done you will total up the buy, by vendor, on purchase orders. If you have 5 vendors than you will need 5 separate purchase orders. You will have TWO clusters for this buy. It will be your decision on how many stores will be in each cluster and the differences in Customer base. This must be documented in your projects. 2 Total up your purchases by classification. How much does each classification represent to the total department. Include key items.

1. BARNEYS F/W 16/17
Women’s Sweater Department
Sandra Post

2. Target customer
Barneys New York
• Barneys is a luxury department store, targeted at fashion
leaders.
• Demographics:
– Men and women, college educated and wealthy upper-class.
– Ages in late 20’s-early 50’s
– living in large urban cities.
– Income level 70,000+
• This customer cares about fashion; they look to Barneys for
contemporary and cutting edge fashions.
• This customer is a social shopper, has a large disposable
income to spend on fashion goods, and leads a ‘wine and
dine’ lifestyle.
• Career driven, does lots of traveling, but likes to shop in free
time.

3. Department Classification
1. Crew Neck
*Key Item:
Cropped-top
crewneck

4. Department Classification
2. V-Neck
*Key Item: Slouchy
V-neck

5. Department Classification
3. Turtleneck
*Key Item:
Oversized sweater
*Key Item:
Fitted
rolled-neck

6. Department Classification
4. Cardigan
*Key Item:
Elongated Cardigan

7. Department Classification
5. Poncho

8. Business Selection
• I chose this business because sweaters are a growing
category of their own and have gained more attention
over the years. The current trends in this department
are oversize and loose pieces, the relaxed and cozy look.
Sweaters today border the line between casual and
professional, making them very versatile.
• Competitors of Barney’s in this category are Sak’s,
Neiman Marcus, and Bergdorf Goodman, who also
carry comparable designer labels and target a similar
customer. Barney’s sets itself apart by having a
carefully picked assortment and through its exclusive
namesake private label.
• For this first seasons shipment of sweaters I chose to
buy from 4 key vendors that carry similar fashion
forward merchandise: Theory, Rag&Bone, The Row and
Acne Studios.

9. Vendor: Theory
TH 0008
Cost: $155
TH 0079
Cost: $177
TH 0006
Cost: $119
TH 0077
Cost: $290
TH 0009
Cost: $155
TH 0078
Cost: $330
TH 0055
Cost: $67
TH 0056
Cost: $67
TH 0010
Cost: $111
TH 0012
Cost: $125
TH 0090
Cost: $87
TH 0034
Cost: $87
TH 0002
Cost: $281
TH 0001
Cost: $265

10. Vendor: Rag and Bone
RB 004 Gray
Cost: $150
RB 004 Green
Cost: $150
RB 008
Cost: $235
RB 005
Cost: $87
RB 022
Cost: $191
RB 025
Cost: $191
RB 009
Cost: $177
RB 003
Cost: $87
RB 033
Cost: $258
RB 035
Cost: $165
RB 036
Cost: $202
RB 010
Cost: $111

11. Vendor: The Row
TR 14 BLK
Cost: $698
TR 14 BLU
Cost: $698
TR 17
Cost: $625
TR 16
Cost: $490
TR 18
Cost: $490
TR 19
Cost: $580
TR 27
Cost: $1305
TR 11
Cost: $390
TR 22
Cost: $805
TR 13
Cost: $385

12. Vendor: Acne Studios
AS 9843
Cost: $231
AS 5993
Cost: $177
AS 3567
Cost: $200
AS 2553
Cost: $222
AS 2552
Cost: $265
AS 6699
Cost: $191
AS 6698
Cost: $170
AS 4476
Cost: $135
AS 4446
Cost: $191
AS 3556
Cost: $170
AS 4881
Cost: $292
AS 5992
Cost: $193

13. Store Cluster A
I bought a large variety for
this store cluster because it
represents a large volume
of customers. The East
Coast customer shops for a
neutral color assortment, as
well as more edgy styles
and dressy styles for work.
I bought an assortment of
thicker wools, cashmere,
and chunky sweaters to
accommodate this key
trend as well as the colder
climate for these stores.
Located in top New York store locations,
including Madison Ave. flagship (7 stores)

14. Store Cluster B
For these stores, I chose
an assortment that was
more laid back but still
fashionable. This
customer likes a brighter
assortment than Stores A,
so I chose an assortment
of more colorful sweaters.
I bought more V-necks
and less turtle necks, and
looked for light weight
sweaters in thinner
fabrics in order to
accommodate a warmer
West Coast climate.
California flagship locations: Beverly Hills,
Los Angeles, and San Francisco (3 stores)

15. Classification Analysis
21%
20%
26%
14%
19%
Store Cluster A
Crewneck V-neck Turtleneck Cardigan Poncho
25%
34%
10%
18%
13%
Store Cluster B
Crewneck V-neck Turtleneck Cardigan Poncho
Total Units 4608
Total Cost $1,346,088.00
Total Retail $2,990,280.00
Cum MU% 55.04%
slouchy v-
neck
44%
elongated
cardigan
48%
oversize
sweater
41%
cropped-top
sweater
47%
fi=ed
rolled-neck
41%
Key Item % of Class

16. Floor plan
Shelvingunit
DisplayTable
Cash
wrap
WallDisplay
WallDisplay

17. Planogram
Lightweight
turtlenecks/sweaters
folded in threes on
display table.
T-stand closest to Display Table:
4=way closest to store entrance:

18. Planogram
Folded v-neck sweaters
in shelving unit.
T-stand closest to store entrance:
4-way closest to shelving unit:

19. Planogram
T-stands in front of cash wrap:

20. Planogram
Wall Display right wall: layering
ponchos with turtlenecks
Wall Display left wall: layering
cardigans with v-necks

21. Advertising and Promotion
• Digital advertising will be the focus for promoting this business. The
Barney’s customer is tech-savvy and on-the-go; they’ll be most
responsive to promotions that are quick and visual. Studies have
show digital advertising now effects as much as 45% of luxury sales,
making this the best style of advertising for this business.
• Twitter, Facebook, Instagram and Pinterest will be the social media
platforms used for advertising. Editorial images and a curated
lookbook video of the Fall 2016 sweater styles will be promoted on
these platforms.
• The second method of advertising that will be used is full spread
print ad’s in fashion forward magazines like Vogue, Harpers
Bazaar, and Elle which also cater to Barney’s target audience.
• The theme for the sweater advertisements will be cozy and oversize,
keeping in line with the trends, and will use standout models like
Karlie Kloss and Cara Delevigne. Advertisements should be clean,
sophisticated and simple, connecting with the target customer
through visuals and standout pieces.
• Start running ad’s mid August, with delivery at the end of
September.

22. Example Advertising

23. Sources
• Fashion Snoops
• WGSN
• Trend Council
• http://www.elle.com/fashion/trend-reports/news/
g26017/the-complete-fall-2015-trend-guide/
• http://jacquelinesupman.com/downloads/
jsupman_barneys_ppt.pdf
• https://www.ventureharbour.com/luxury-brand-
digital-marketing/

28. % Sales % Sales
Classifications # A Doors B Doors
30 Crewneck 21% 25%
40 V-neck 20% 34%
50 Turtleneck 26% 10%
60 Cardigan 14% 18%
70 Poncho 19% 13%
100% 100%
Key Item
Name of item % of class
Name of key item Classification assigned units
1.__Slouchy V-neck_______________V-neck 102 44%
2.__Elongated Cardigan________________Cardigan 66 48%
3.__Oversize sweater___________ Turtleneck 66 41%
4.__Cropped-top sweater______________Crewneck 96 47%
5.__Fitted Rolled-neck________________Turtleneck 66 41%