Madeline Johnston

FCS 208

W13 Career Kit: Fashion Merchandising

Pebbles fashion brand focuses on cute, woodsy clothing. Clothing with outdoor influences that
are made for daily life. The focus is comfortable clothing that reminds our customers of the
outdoor spaces they love. The brand hopes to remind women of their childhood time spent
outdoors. The merchandising plan is to create a pleasant shopping space that portrays the vision.
Making the store smell of pine needles or another outdoor scent depending on the featured
collection is one way this would be implemented.

Our target customer is young women, aged around 17-28. She wants to look nice but with a hint
of playfulness. She is interested in the outdoors. Not necessarily spending a lot of time outdoors
as these clothes aren’t made for all outdoor activities, but for those who long for the influence of
nature. She likes having nice, comfortable clothes. She is willing to pay the price necessary for
nice, comfortable fashion, but doesn’t have a huge clothing budget.

Assortment Plan:

Dresses 35%
Tops 30%
Bottoms 25%
Accessories 10%
Boutique style layout:

This store will follow a keystone pricing strategy. The cost will double the cost it takes to
produce. After 3 months, it will be marked down 20%, then 5% each month until it is marked
down 45% in the 8th month.