Professional Portfolio

BrookeElliott
FashionInstituteof Design&Merchandising
Professional Portfolio

Merchandise Buying
I developed a complete seasonal merchandising plan incorporating a customer profile, an
assortment and financial plan, and a gross margin projection. In this course I learned how to apply
previously learned concepts from Merchandise Math and using planning concepts, I had to create
a realistic buying situation with a retailer in the marketplace. I now fully understand profit
maximization techniques, vendor negotiations, purchasing terms, discounts and Open-to-Buy
management.
Project:
Created a 6-monthplan forbabyGap
Company background,targetmarket,trendanalysis, floor plan,department analysis,
departmentclassifications

Brooke Elliott
Company: BabyGap
Department: Infant Girls
Season: Summer 2012
Class 1 Price Points $12.95 $14.95 $16.95 $19.95
% of Total 30% 40% 20% 10%
Bodysuits Sizes NB 3‐6 months 9‐12 months 18‐24 months
30% % of Total 35% 40% 20% 5%
Colors Black White/Neutral Pink/Red Yellow Blue/Green
% of Total 5% 30% 35% 20% 10%
Class 2 Price Points $24.95 $26.95 $29.95 $34.95 $36.95
% of Total 20% 15% 20% 30% 15%
Dresses Sizes NB 3‐6 months 9‐12 months 18‐24 months
25% % of Total 20% 25% 30% 25%
% of Total 10% 25% 30% 20% 15%
Class 3 Price Points $16.95 $19.95 $24.95 $26.95 $29.95
% of Total 15% 25% 35% 15% 10%
Tops Sizes NB 3‐6 months 9‐12 months 18‐24 months
20% % of Total 5% 15% 30% 50%
% of Total 5% 40% 35% 10% 10%
Class 4 Price Points $19.95 $24.95 $29.95 $34.99
% of Total 20% 35% 25% 20%
Shorts/Skirts Sizes NB 3‐6 months 9‐12 months 18‐24 months
25% % of Total 20% 20% 25% 35%
Colors Black White/Neutral Pink/Red Yellow Jean
% of Total 15% 30% 30% 5% 20%
Department Analysis
10
Merchandise Mix Modifications
After analyzing the merchandise mix for the summer 2012 Infant Girls Department
at babyGap in Sacramento and the research I have gathered on the target consumer,
I have decided to make a few adjustments in hopes of making more profit. Within
each class I decided to change the quantity per price point, which was adjusted to
accommodate to the customers who have a more modest income, and also for the
customers who can afford a high‐priced item.
Class 1: Bodysuits
In this class I decided to remove all bodysuits in the color black, because of lack in
sales, while increasing the colors white/neutral by 5%. I also increased the
percentage of 18‐24 months to 10%, while decreasing 3‐6 months to 35%.
Class 2: Dresses
This class now occupies 30% of our merchandise mix because of the demand in
sales. The quantity per price point was also adjusted for the reasoning of the
previous class. I decided to increase the percentage of white/neutral dresses to
30%, while decreasing the percentage of black dresses to 5%.
Class 3: Tops
Since most of our customers prefer to buy bodysuits instead of tops to go with
shorts and skirts, I decided to decrease the percentage of tops to 15% of our
merchandise mix. As with a previous class, the color black does not sell in our store,
and we will no longer carry black tops. This means increasing the percentage of
blue/green tops by 5%.
Class 4: Shorts/skirts
For this class, I removed all yellow shorts and skirts and replaced it with blue/green,
while keeping the same percentage. I noticed that yellow was a more popular color
for dresses and tops than for bottoms, where as blue and green were in higher
demand this year. I also changed the size availability of the newborn to 10%, while
increasing 9‐12 months and 18‐24 months by 5% each.

6 Month Merchandise Plan
Actual‐Last Year
Aug Sep Oct Nov Dec Jan Total
Beg. Month Stock $147.6 $191.9 $207.1 $176.7 $163.2 $78.1 $964.6 $ %
STS Ratio 2.9 2.6 4.1 2.8 1.6 2.9 $80.6 21.9%
Sales $50.8 $74.7 $50.4 $63.3 $101.5 $27.2 $367.9
Sales % Total 13.8% 20.3% 13.7% 17.2% 27.6% 7.4%
Markdowns $8.1 $14.5 $16.0 $12.0 $19.0 $11.0 $80.6
Markdown % Total 10.0% 18.0% 19.9% 14.9% 23.6% 13.6% ACT
Purchases $103.2 $104.4 $36.0 $61.8 $35.4 $126.0 $466.8 $161.5
End Month Stock $191.9 $207.1 $176.7 $163.2 $78.1 $165.9
ACT
Future Sales Feb 2.3
$59.6
STS Ratio 2.8 Markup % 60.0%
Plan‐This Year
Aug Sep Oct Nov Dec Jan Total Actual Markdown
Beg. Month Stock $148.8 $196.0 $208.7 $178.9 $164.2 $79.8 $976.4 $ %
STS Ratio 2.9 2.6 4.1 2.8 1.6 2.9 $81.4 21.9%
Sales $51.3 $75.4 $50.9 $63.9 $102.6 $27.5 $371.6
Sales % Total 13.8% 20.3% 13.7% 17.2% 27.6% 7.4%
Markdowns $8.1 $14.7 $16.2 $12.1 $19.2 $11.1 $81.4
Markdown % Total 10.0% 18.0% 19.9% 14.9% 23.6% 13.6% PLN
Purchases $106.6 $102.8 $37.3 $61.3 $37.4 $127.4 $472.8 $163.6
End Month Stock $196.0 $208.7 $178.9 $164.2 $79.8 $168.6 $996.2
Future Sales Feb PLN
$60.2 2.3
STS Ratio 2.8 Markup %
Turnover
Actual Markdown
Average Stock
Turnover
Sales Change %
1.0%
Average Stock
ThisYear Class%: 30% AvgRetail: $16.20
Plan AUG SEPT OCT NOV DEC JAN Total
BOM $44.6 $58.8 $62.6 $53.7 $49.3 $23.9 $292.9
Sales $15.4 $22.6 $15.3 $19.2 $30.8 $8.2 $111.5
Markdowns $2.43 $4.4 $4.8 $3.6 $5.8 $3.3 $24.4
Purchases $32.0 $30.9 $11.2 $18.4 $11.2 $38.2 $141.8
UNITSTOBUY $1,975 $1,901 $691 $1,136 $691 $2,358 $8,753
EOM $58.8 $62.6 $53.7 $49.3 $23.9 $50.6 $298.9
BOM $44.6 $58.8 $62.6 $53.7 $49.3 $23.9 $292.9
Sales $15.4 $22.6 $15.3 $19.2 $30.8 $8.3 $111.5
Markdowns $2.4 $4.4 $4.9 $3.6 $5.8 $3.3 $24.4
Purchases $32.0 $30.8 $11.2 $18.4 $11.2 $38.2 $141.8
UNITSTOBUY $1,041 $1,002 $364 $598 $364 $1,242 $4,611
EOM $58.8 $62.6 $53.7 $49.3 $23.9 $50.6 $298.9
BOM $22.3 $29.4 $31.3 $26.8 $24.6 $12.0 $146.5
Sales $7.7 $11.3 $7.6 $9.6 $15.4 $4.1 $55.7
Markdowns $1.2 $2.2 $2.4 $1.8 $2.9 $1.7 $12.2
Purchases $16.0 $15.4 $5.6 $9.2 $5.6 $19.1 $70.9
UNITSTOBUY $674 $648 $236 $387 $236 $804 $2,985
EOM $29.4 $31.3 $26.8 $24.6 $12.0 $25.3 $149.4
BOM $37.2 $49.0 $52.2 $44.7 $41.1 $20.0 $244.1
Sales $12.8 $18.9 $12.7 $16.0 $25.7 $6.9 $92.9
Markdowns $2.0 $3.7 $4.1 $3.0 $4.8 $2.8 $20.4
Purchases $26.7 $25.7 $9.3 $15.3 $9.4 $31.9 $118.2
UNITSTOBUY $973 $936 $339 $557 $342 $1,162 $4,306
EOM $49.0 $52.2 $44.7 $41.1 $20.0 $42.2 $249.2
AssortmentPlan
Class:Bodysuits
Class:Dresses
Class:Tops
Class:Shorts/Skirts
RETAIL % OF NET SALES
NET SALES $371.6 100%
MARKDOWNS $81.4 21.9%
EM DISC $5.6 1.5%
SHRINK $7.4 2.0%
TOT RET REDUC $466.0 25.4%
COST RETAIL MU% MU COMP
BEG STK $59.5 $148.8 60.0% 40.0%
NET PURCH $179.7 $472.8 62.0% 38.0%
TOT STK $239.2 $621.6 61.5% 38.5%
END STK $59.9 $155.6 61.5% 38.5%
TOTAL STK COST $239.2
FREIGHT $8.5 2.3%
TOTAL COST $247.7
END STK COST $59.9
WORKROOM $1.9 0.5%
COGS $189.7 51.0%
GROSS PROFIT $181.9 49.0%
CASH DISC $3.6 2.0%
GROSS MARGIN $185.5 49.9%
ADVERTISING $13.0 3.5%
PERSONNEL $50.2 13.5%
MERCHANDISING $26.0 7.0%
DISTRIBUTION $14.9 4.0%
TOTAL INDIRECT $20.4 5.5%
TOTAL EXPENSES $124.5 33.5%
TOTAL PROFIT $61.0 16.4%
OPERATING STATEMENT

Marketing Essentials
In this course I learned the examination process of micro- and macro- marketing
strategies involving the four parts of the marketing mix (product, price, promotion,
and distribution). I learned how environment, lifestyles, and buying behavior
influence the marketing/merchandising approach and worked in a team with two
others to create, develop, and present a marketing plan for a new product.
Project:
Created innovative productandcompletemarketing plan

PILLPAL
MARKETING ESSENTIALS
MEMBERS:
BROOKE ELLIOTT
ELIZABETH JOHNSON
SHIN JAE KO

Strategic Management Policies
In this course I learned to understand the issues and problems faced by
management in larger corporations, preparing me for successful employment. I
learned to analyze various operational management tools and styles, studies in
leadership, managements changing landscape in today’s global economy, making
decisions and solving problems, case studies, designing effective organizations, and
fundamentals of organizational control.
Project:
Created a strategic auditfor Panera Bread Company,while analyzing their
current performance, internal andexternal environment, andstrategic factors in
ordertorecommend andimplement a strategytoincrease revenues.

Professional Portfolio

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