STORE FRONTS

MARKETING PLAN/LOGO

Here is where we bring it all together.  Answer each of the questions in the following grid to create a Marketing Plan and Logo for your FASHION BRAND - based on the inspiration board and what we have learned in class.

	“THEME”
Category	Strategy
Target Market  -          My ideal customer is:
Positioning Statement  -          My reason for existence
Offering to customers  -          What sets my business apart from the rest: -          What’s most important to my ideal customer when they are buying what I’m selling: -          What will trigger my ideal customer to think of me:
Price Strategy -     What is my price point?
Distribution - Where will I sell my products?
Sales Strategy
Service Strategy - Will I offer services with my products? - What are the expectations of my employees?
Promotion Strategy - How will people find me? - How will I let people know about me?
Marketing Research  - How will I conduct research for my product? - Create Likert Scale for current and future lines.
Any other component of your marketing plan

INSPIRATION/MOOD BOARD

FASHION CONCEPT MOOD BOARD

The presentation must be strongly themed, capturing the mood in a nut shell and should always be accompanied by a title. This can be determined by the fabrics: Natural Linens, the season: Summer Blues, or the merchandise: Metamorphosis… 

Cut out pictures that inspired you. Use anything you can find from magazines, your pc or mac, tissue paper, feathers, foil, string, fabric etc., books (not just fashion), your own photographs and collect fabric and paint swatches. But DONT go overboard, this can look messy.

Get ready for some preppy southern charm…today is the official launch day for Lattice and Ivy and I am so excited to finally share this project with you guys.  I hopped on board with their team in early summer and am so pumped to have been a part of creating this colorful new brand.  Lattice and Ivy is a new company targeted towards the fashionable female entrepreneur and pays top commissions on personalized, stylish, fun products you love.   I worked with the Lattice and Ivy creative team to design a clean, modern, colorful logo that embodied their trendy products and overall essence of their brand.  The logo element that we created using a subtle combination of the “l” and the ‘i” made for a lovely pattern…so much so that they decided to use it on some of their product line {see the awesome monogramed coaster image below}!  We kicked off this project by developing a Pinterest inspiration board and it all snowballed from there.  Below is a little recap the process and how it all came together.  Be sure to check them out!

FINAL PROJECT DUE DECEMBER 10TH

THIS FINAL PROJECT IS BROKEN INTO THREE PARTS.  DUE DECEMBER 1O, 2015.

- INSPIRATION/MOOD BOARD

- MARKETING PLAN/LOGO

- DESIGN INTRODUCTORY LINE (5 LOOKS TOTAL) OR STORE FRONT

READ CHAPTERS 11 & 13

PLEASE CLICK LINK FOR WHAT WE REVIEWED IN CLASS

PART IV: HOW MARKETERS COMMUNICATE AND CONSUMERS DECIDE

CHAPTER 9

PLEASE CLICK ON THE BELOW LINK FOR CHAPTER 9 CONTENT

CHAPTER 9 DEMOGRAPHICS, PSYCHOGRAPHICS AND THE FASHION CONSUMER

MACY'S COMPANY OVERVIEW

MACY'S DEMOGRAPHICS AND TARGET MARKET

USE THIS LINK TO ASSIST YOU WITH THE FINAL PROJECT

CHAPTER 8 - SOCIAL INFLUENCE ON FASHION CONSUMERS

CHAPTER 8

MERCHANDISE ASSORTMENT - DEFINED AND EXAMPLES

MERCHANDISE ASSORTMENT:



The collection of goods or services that a business provides to consumers. The main characteristics of a company's product assortment are: (1) its length or number of products, (2) its breadth or number of product lines, (3) its depth or number of product varieties within a product line and (4) its consistency or how products relate to each other in a retail environment.

WATCH THIS!!!! - DEFINE YOUR TARGET MARKET AND BOMBARD THEM WITH WHY!!!!

HOW GREAT LEADERS INSPIRE ACTION - THE WHY OF THE BUY

AS A LEADER IN THE FASHION INDUSTRY - YOU MUST DEFINE FOR YOUR CUSTOMER WITHOUT A SHADOW OF A DOUBT WHY IT IS IMPORTANT FOR THEM TO PURCHASE YOUR DESIGNS, HAVE YOU STYLE THEM, BE THER VISUAL MERCHANDISER, ETC!

STAY ENCOURAGED!

UPDATED PROJECT - MERCHANDISE ASSORTMENT DUE 11/10/15

ORGANIZE A MERCHANDISE ASSORTMENT FOR TWO SMALL WOMEN'S APPAREL STORES.  WE HAVE DEFINED THE TARGET MARKET IN CLASS.  INCLUDE IN YOUR MERCHANDISE ASSORTMENT ITEMS SUCH AS CASUAL WEAR, RAINWEAR AND JACKETS, ACCESSORIES, SWIMWEAR, AND SHOES.  FOR EACH CATEGORY OF MERCHANDISE, DESCRIBE THE FASHION LOOK AND FABRICATIONS YOU ARE USING AT EACH STORE.

EACH BOARD (20" X 30") WILL BE PRESENTED IN CLASS.  WE WILL CRITIQUE EACH BOARD PRESENTATION.

USE "ACTION" WORDS FROM CHAPTER 9 AND PREVIOUS CHAPTERS IN YOUR PRESENTATION.

DESCRIBE EACH LOOK IN ACCORDANCE WITH YOUR TARGET MARKET - YOUR JOB IS TO MEET THE NEEDS OF YOUR CHOSEN MARKET AND TELL US WHY YOUR TARGET MARKET WILL PURCHASE YOUR CLOTHES.  GO IN TO DEEP DETAIL ON CHOSEN LOOKS AND FABRICATIONS USING ACTION WORDS FROM EACH CHAPTER.

HERE ARE YOUR PICKS:

Anthony

- Tweens in New York m.i. / genXers in Atlanta l.i.

Heather

- teens in New York l.i. / genXers l.a. M.i.

Ashley

- New York m.i. Tweens / Jamaica seniors l.i.

Andrea

- Seattle m.i genX / Miami l.i. Teen

Tiffany

- New York genX m.i. / Miami boomers l.i

TAtiana

Atlanta l.i. Senior / L.A m.i. Teens

Jakai

Paris m.i. GenX / San Francisco l.i Tweens

Chantel

California l.i. / u.k. boomers m.i.

Kayla

Spain m.i. GenX / New York l.i. Teens

Linda

M.i. New Jersey boomers / l.i. Seniors Philadelphia

Brielle

Paris m.i. Tweens / New York l.i. Gen Xers

IF I AM MISSING ANYONE OR ANYTHING PLEASE LET ME KNOW ASAP!

PREPARE ANY QUESTIONS YOU MAY HAVE FOR TOMORROW'S CLASS

CHAPTER 7

PLEASE REVIEW FOR UPCOMING QUIZ!!!!!!!!

KEEP READING - CLICK THE LINK - ASK QUESTIONS

CHAPTER 7

CH.'S 5 & 6

CHAPTERS 5 & 6

CH.'S 3 & 4 UPDATED PREZI

PART II - CH.'S 3 & 4 INTERNAL FACTORS INFLUENCE FASHION CONSUMERS

PART II - INTERNAL FACTORS INFLUENCE CONSUMER BEHAVIOR

PREZI - CHAPTERS 3 & 4

PLEASE REVIEW FOR UPCOMING QUIZ

PAPER #1 DUE OCTOBER 15, 2015 - ASSIGNMENT DETAILS

THIS ASSIGNMENT IS TO HELP REVEAL HOW YOUR PERSONAL INTERESTS CONTRAST WITH OTHERS IN THE MARKET\
 - YOU WILL UNDERSTAND WHY AND HOW OTHER MARKETERS CONVEY INFORMATION TO DIFFERENT TARGET MARKETS
- YOU WILL BE ABLE TO DEFINE ALL ELEMENTS OF MARKETING DOWN TO THE COLOR OF THE STORE WALLS AND FRIENDLINESS OF THE STAFF

CHAPTER 6 PAGE 148

1.  CREATE A THESIS STATEMENT
2. WRITE 3 - 5 PAGES BASED ON SELF-CONCEPT THEORY (SPECIFICS ARE WRITTEN BELOW)
3.  5 REFERENCES ARE REQUIRED (NO EXCEPTIONS)
4.  USE TABLES, VISUAL AIDS, ETC IN YOUR PAPER TO GET IDEAS ACROSS - MAKE SURE YOU EXPLAIN THEM THOROUGHLY!
5. USE "ACTION" WORDS AND KEY TERMS FROM CHAPTER 6 - WE WILL DISCUSS THIS IN CLASS

VISIT A FASHION RETAIL STORE WHERE YOU ARE COMFORTABLE SHOPPING AND APPEALS TO YOUR SELF CONCEPT.  NOTE THE STORE LAY OUT AND DISPLAYS, THE MERCHANDISE, AND THE SALES PEOPLE.  DETERMINE HOW EACH OF THESE ELEMENTS  ENHANCE YOUR SELF CONCEPT.  THEN VISIT A STORE WHERE YOU ARE NOT NECESSARILY COMFORTABLE SHOPPING AND DOES NOT HARMONIZE WITH YOUR SELF-CONCEPT.  DESCRIBE THE DISPLAYS, MERCHANDISE, AND SALES FORCE, AND CONTRAST YOUR FINDINGS FROM THE SECOND STORE WITH THOSE OF THE FIRST.

WHICH STORE ELEMENT HAS THE GREATEST INFLUENCE, POSITIVE OR NEGATIVE, ON YOUR SELF-CONCEPT? WHY?

SEE BELOW IMAGES TO ASSIST YOU IN THIS PROCESS

SELF-CONCEPT THEORY PAPER #1 DUE OCTOBER 15, 2015

A thesis statement:

• tells the reader how you will interpret the significance of the subject matter under discussion.
• is a road map for the paper; in other words, it tells the reader what to expect from the rest of the paper.
• directly answers the question asked of you. A thesis is an interpretation of a question or subject, not the subject itself. The subject, or topic, of an essay might be World War II or Moby Dick; a thesis must then offer a way to understand the war or the novel.
• makes a claim that others might dispute.
• is usually a single sentence somewhere in your first paragraph that presents your argument to the reader. The rest of the paper, the body of the essay, gathers and organizes evidence that will persuade the reader of the logic of your interpretation.

If your assignment asks you to take a position or develop a claim about a subject, you may need to convey that position or claim in a thesis statement near the beginning of your draft. The assignment may not explicitly state that you need a thesis statement because your instructor may assume you will include one. When in doubt, ask your instructor if the assignment requires a thesis statement. When an assignment asks you to analyze, to interpret, to compare and contrast, to demonstrate cause and effect, or to take a stand on an issue, it is likely that you are being asked to develop a thesis and to support it persuasively. (Check out our handout on understanding assignments for more information.)

DEFINE TARGET MARKETS

FASHION AND MARKETING - THE WORKING RELATIONSHIP

http://prezi.com/ce1q9k8-r6md/?utm_campaign=share&utm_medium=copy

MARKETING & CONSUMER BEHAVIOR

CLASS FORMAT

TUESDAY - ASSIGNMENT/LECTURE

THURSDAY - NEWSPAPER ARTICLE CLASS DISCUSSION (IN-CLASS WORK ON PROJECTS)

PROJECTS/PAPERS/QUIZZES EVERY OTHER WEEK

Class Participation &
News Article Submissions  10%

Projects/Presentations          20%

Final Project                           25%

Mid Term                                20%

Final                                        25%

                                         ________

                                                100%

PLEASE NOTE - LATE WORK WILL NOT BE ACCEPTED ... THERE WILL BE NO RETAKES FOR TESTS

8 Guidelines for Presentation Practice

“Visualizing is great, but it doesn’t replace the actual out-loud practice.”

Here are my 8 guidelines for perfect practice:

1. Practice out loud.Say the presentation out loud; three to six times should do it.
2. Practice with variety.
   Every time you say your presentation, say it differently – the goal is to keep it conversational, not memorize exact phrases.
3. Be aware of timing.
   Leave time in your practice session for audience interaction, questions, etc.
4. Practice in front of a real audience, similar to your target audience.Practice in front of people who are similar to the “real audience.” If there are words that you are using they don’t get, or concepts that aren’t clear, it’s better to find out in front of this group, rather than the “real audience.”
5. Incorporate spontaneous Q&A into your practice.
   If you anticipate getting questions, or being interrupted during the presentation, make sure your practice audience is doing the same.
6. Spend more time on the speech opening and closing.
   Practice your opening and close more frequently – commute time is great for this.
7. Practice your timing.
   If the entire presentation is to last for 30 minutes, the practice should go no longer than 18 to 25 minutes, depending on the amount of interaction or questions you anticipate.
8. Practice by recording yourself.
   If they are very critical presentations, videotape yourself. The new Kodak Zi8 Pocket Video Camera is easy to use. You can immediately connect to a computer via its USB port to analyze yourself.
   A good question to ask is, “Would I want to sit through this?”
   If the answer is, “No,” then what do you need to do to change the presentation?