XXI is a large American retail store that sells fashionable clothing and accessories targeted towards females aged 16-25. The document proposes developing a new business casual clothing line to expand the store's offerings and increase annual revenue through social media promotion and Google advertising targeted at their key demographic audience. It allocates 40% of a $1 billion budget towards public relations, advertising, and promotional campaigns to support the new product line launch in stores by March 2012.

1. +
By: Karli Nutter

2. + What is XXI?
 Large American retail store
 Sells clothing and accessories
 Target customers: 16-25 females
 Fashionable AND affordable

3. +
Challenges
 Competing with main competitors
 Keep up with latest styles & maintaining affordable prices

4. +
Goals
 Become largest private apparel retailer in the U.S.
 Exceed previous revenue in 2012 with new proposal

5. +
The Proposal
 Develop a business casual line of clothing to
integrate into all stores

6. +
Components for Success
 Increase annual revenue by bringing a new category of style
 Use social media and blogging to promote new line

7. +
Components Cont’d…
 Use Facebook and Twitter as main channels to communicate with
customers
 Facebook: Post newest promotions, events, & photos
 Twitter: Interact with followers & give opportunities to win products

8. + Strategies for Success
 Use Google Adwords to drive more people to the website
 Target audience is in social media
 Read and be active with blogs

9. +
Budget
 Using 40% of total revenue is a $1,000,000,000 budget
 Use 40% of that on PR, 40% on advertising and 20% on
campaigns

10. + Timeline
 Start designing products December 2011
 Promote products and start advertising January-February 2012
 Release new line to stores March 2012
 Monitor success of new line February-August 2012
 Make alterations/adjustments September 2012