Professional Documents
Culture Documents
Jazmerchproject 1
Jazmerchproject 1
Jazmerchproject 1
Table of Content
Executive Summary2
Mission Statement2
Vision Statement .2
Social Responsibility ..2
Customer Profile..3
Customer Narrative.4
Inspiration5
Group Overview....6-7
Classification Plan..8
Master Page.9
Cost Sheet10-19
Line Sheet20-23
Brand Identity.24
Production Calendar25
Purchase Order.26
Sales Projection by Item27
Sales Projection Master Page..28
Floor Plan...29
Marketing Plan ..30-32
Executive Summary
1
The concept of this collection is meant to bring fashion forward thinking to our boy toys of
the world.
Mission statement
NastyGal is an online destination for fashion-forward freethinking, badasses. What if we
told you theres one thing these girls have been missing? Well Jeffrey's here, and he
brought something special but for the guys. Exclusive textures paired with fabrics that get
the adrenaline rushing. Fashions latest rebel has exclusively prepared pieces that our boy
toys shouldn't live without helping them to claim their stakes, and for all the men that
know a great style is inevitable you can stop looking now.
Vision statement
Welcoming young men to come and give materialistic a whole new meaning, a whole new
look. Jeffrey Campbell blesses fashions fall/winter 2016 with an exclusive menswear
collection featured on NastyGal. Who better to team up with than one of the fastest online
retailers to date? Here to bring you the one thing NastyGal is missing, let's just call them
misfits for now.
Customer Profile
Geographical segmentation
EAST COAST
Chicago, Illinois
232 residents per square mile, mix urban and suburban
Widely varying , humid continental climate
Demographic segmentation
21-26
Male
2 roommates
Under 21,000
Student /intern
College
Sociocultural segmentation
American
Spiritual but not religious
White
Middle class
Single
Achiever, go getter,
Effective & cognitive segmentation
Natural
Prestige
Positive attitude
Behavioral segmentation
Undivided brand loyalty
No store loyalty
Medium usage
Current user
Credit card payment method
Media usage : TV, Instagram,Twitter,online mags
CUSTOMER NARRATIVE
Justin wakes up to the loud sound of the alarm distraught, topped with an
eye rub and a loud yawn. After five minutes of lying there he rolls over and jumps up
to go straight to the shower. Playing his favorite Kanye album dark twisted fantasy
3
he hops in the shower and brushes his teeth while he's in there. After getting out he
wraps his towel around his waist and goes to the kitchen to eat a quick bowl of
cereal while he checks his email. He's been waiting to hear back from this artist Girl
he wants to manage and has been listening to her music of and on for the past three
days. He rushes to throw on his favorite black ripped jeans with a V-neck and
leather jacket. He quickly leaves the house to catch the train and listens to the
newest drake album on the way. His leadership class is first up, but he can't seem to
think of anything but his trip to LA next week to meet with a rep from Atlantic
records that says he can get him in first thing after graduation. He's always been
very independent and decisive with what he wants to do with his life. As he
approached the classroom he ignores a phone call from his mom. Shakes his head
knowing she would talk his ear off if he answered. He was always spoiled growing
up, even though his parents weren't rich he was raised comfortably. Class starts
now, the teacher asks who did the reading, he raises his hand...
Inspiration
Group Overview
Classification Plan
1. Year
1. 2014
2. 2015
3. 2016
4.2017
2. Season
1. Winter
2. Fall
3. Spring
4. Summer
5. Transitional
3. Class
A. Tops
B. Bottoms
C. Accessories
D. Outerwear
4. Subclass
Tops
Outwear
1. Short sleeve
2. Long Sleeve
3. T Shirt
Pants
1. Distressed
2. Denim
1. Jacket
2. Coat
Accessories
1. Bag
2. Hat
5. Color
1. Black
2. Blue
3. Camel
4. Other
MASTER PAGE
1. JC Infinity
#45C-21
2. JC Duffle
#45C-11
3. Distressed Pant
#42B-11
#42B-23
5. JC Formal Top
#42A-24
6. DeepV Tee
#42A-31
7. Relax Shirt
#42A-14
8. JC Bomber
#41D-12
9. Latched T-shirt
#42A-21
#41D-22
Cost Sheets
8
10
11
12
13
14
15
16
17
18
19
20
21
Brand Identity
SELLING APPEAL/ DISTINCT CHARACTERISTICS/REATAIL/LOCATIOIN
22
Only a few of each piece is released, which brings on a high demand. PLAY is full of power
pieces that hold weight in every mans closet.
Quality
Exclusiveness
Cohesion
Distinct Characteristics: The fabric used is one of the things that separates us from our
competitors. I believe that designers are sometimes scared to experiment with certain
fabrics when it comes to menswear, but we added a taste of something different this time
around. Velvet, pony hair, and leather are just a few of the fabrics we played with for men
this season. All while still keeping the pieces masculine, the level of comfort was also very
important. The want for men to feel relaxed in the perfect fit, making being fashionable
very easy for them.
Fabrication
Fit
Comfortability
Retail Partner
Our retail partner is NastyGal, currently only selling womenswear there will be a pop
up shop inside where men can find PLAY- the exclusive menswear line designed by
Jeffrey Campbell. There will be special events leading up to the lines release to
gain more exposure from the males.
Geographic Locations:
Los Angeles
New York
Atlanta
Production Calendar
FALL 2016
August; market research, trend research
September; idea generation, creative process, source/sketch, concept *fashion week
October; material swatches, fabric swatches, color story, sourcing manufacturers,
tradeshow commitment
November; flats, fabric yardage, samples, line review, tweaking, costing
23
24
Purchase Order
25
Sale Projection
26
824
283
541
2.MAINTENANCE
Beginning on Hand
SALES
Ending on Hand
3.CLEARANCE
Beginning on Hand
SALES
Ending on Hand
541
291
250
250
175
111
27
Floor Plan
28
MARKETING PLAN
INTRODUCTORY PHASE
TACTIC: The best way to introduce this new line would be through a launch
party. There will be two launch parties; one in New York and one in LA.
MAINTENANCE PHASE
OBJECTIVE: To focus on creating a stronger brand identity while gaining
more faithful customers.
29
TACTIC: The additional 30% off next purchase will allow the customer to
return and purchase more willingly. It gives the customer the opportunity to
experience the brands quality and theyll be more inclined to shop with the
brand again.
CONTROL METHOD: You can only receive the 30% off none clearance
items and only if you purchase over $200.
CLEARANCE PHASE
OBJECTIVE: To gain new customers while maintaining current customers
and bring more visits to Nasty Gals site.
STRATEGY: To have a small discount on specific items from the line, as well
as a small gift with a purchase.
TACTIC: A well designed phone case for both Android and iPhone.
CONTROL METHOD: A customer will receive an exclusive phone case
purchase of over $200, limited to 50 customers.
30