Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Eluhments Denims


Published on

Presentation expalin the development of new denim line

  • Be the first to comment

  • Be the first to like this

Eluhments Denims

  1. 1. Eluhments Denim Tanisha Finney Joshua Resmini Kristen Mahan Brandy B … BECAUSE THE WORLD BELONGS TO FEW 2
  2. 2. Eluhments <ul><li>A fun innovative ,trend setting ,denim line marketed to women who are in love with life and fashion. </li></ul><ul><li>Availible Exclusively at Perry's department store. </li></ul>
  3. 4. Business Objectives <ul><li>Goal: measurable and realistic results. </li></ul><ul><li>Mission Statement: To provide an eco-friendly, yet fashion forward style of denim that is as flattering as it is functional while using sustainable resources and always keeping the consumer in mind. </li></ul><ul><li>Sales: We would like to reach like a total sale of at least 800 units during the first season and product launch. </li></ul>
  4. 5. Product Concept <ul><li>Goal: Create a product that is highly engineered, high quality and interests the consumer with an innovative product. </li></ul><ul><li>Name: Eluhments </li></ul><ul><li>Why Eluhments: The name Eluhments is derived from nature, and is supported by the products it offers. Each style is inspired by a surrounding element. The details in each style are inspired by nature from the color, to the fabric, to the fit. Every detail is designed with mother nature in mind. </li></ul>
  5. 7. Value Proposition <ul><li>Objective: to ensure that the value of the product is higher then the actual cost. </li></ul><ul><li>Idea: A premium line of eco-friendly denim </li></ul><ul><li>The quality and fit will allow the value of the product to outshine the price tag </li></ul>
  6. 8. Key Benefits <ul><li>Goal: to make more then just a “ regular” pair of jeans, but to make a quality pair that has more benefits then the “ordinary” pair of denim jeans. </li></ul><ul><li>Features </li></ul><ul><ul><li>Fit </li></ul></ul><ul><ul><ul><li>Fits in waist & hips </li></ul></ul></ul><ul><ul><ul><li>Stretch for better fit </li></ul></ul></ul><ul><ul><li>Size Range </li></ul></ul><ul><ul><li>Versatility </li></ul></ul><ul><ul><li>Fashion forward </li></ul></ul>
  7. 10. Product Positioning 7 for all mankind Diesel Jeans Eluhments Denim High Quality High Price Levi’s Jeans Arizona Jeans Low Price Mudd Jeans Lee Jeans Low Quality
  8. 11. Pricing <ul><li>Average Price Per Unit : $128.00 </li></ul><ul><li>Price Range: $108- $180 </li></ul>
  9. 13. Product Launch • Utilize celebrity endorsements • Push for placement in top-tier fashion magazines • Release limited quantities to ensure exclusivity of line
  10. 14. PR/Advertising <ul><li>Goal: to make the target market aware of Eluhments. </li></ul><ul><li>Strategy: use of Social Media. Magazine ads, Newspaper inserts, Billboards, TV ads, Radio ads,… </li></ul><ul><li>Actions: create a FB, Twitter, campaign as well as the use of traditional forms of media </li></ul><ul><li>Celebrity gifting suites and gift bag placement at major events </li></ul><ul><li>Contact stylists to pitch to celebrity clients </li></ul>
  11. 15. Celebrity Stylist Outreach
  12. 16. Email Marketing Campaign
  13. 18. Visual Merchandising Plan <ul><li>The set up of the floor plan will be “Boutique” style. </li></ul><ul><li>Each of the styles will have its own section </li></ul><ul><ul><li>The bootleg (fire) jean will have a fire inspired themed layout, the skinny (earth) jean will have a earth inspired theme, etc </li></ul></ul>
  14. 21. Employee Training/Education <ul><li>BE THE BRAND </li></ul><ul><li>Individualize the jeans </li></ul><ul><li>Understand brand values </li></ul><ul><li>Effectively and articulately be able to explain Eluhments </li></ul><ul><li>Utilize weekly phone update line explaining news on styles, etc </li></ul><ul><li>KNOW THE CUSTOMER </li></ul><ul><li>Understand their wants and needs in a jean </li></ul><ul><li>Suggest a style </li></ul><ul><li>Direct them to section </li></ul><ul><li>Aid them in trying on and selecting size, color, and style </li></ul><ul><li>Create inviting sales environment </li></ul>
  15. 22. Questions/Comments