Download - West elm kids
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Merchandising: Concept to ConsumerBy: Haley Ross
kids
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TABLE OF CONTENTSMission StatementMission PhilosophyMood BoardCustomer ProfileStyle Numbering SystemModel Line SheetsCosting SheetsDevelopment CalendarUnit Distribution PlanInvoice
Introductory Floor PlanKey Code SheetFixture WorksheetsMaintenance Floor PlanClearance Floor PlanMarketing BudgetMarketing PlanMarketing Plan CalendarPress ReleaseDesigner BioBusiness Card
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MISSION STATEMENT
west elm kids was created to offer socially-conscious parents a line of ethically produced
children’s bed linens so that kids can now express their personal style at home as well.
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MISSION PHILOSOPHY West Elm Kids is committed to offering every kid the chance to express their personal style with a variety of different bedding options made from only the highest quality of materials. In order to achieve the highest quality for both our customers and our workers, we strive to practice sustainability and fair labor every step of the way. We’re committed to getting a little greener every day. West Elm Kids Spring 2017 bedding line will be launched in our Chicago West Elm store, located in the Lincoln Park neighborhood and will be sold from February through May.
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kids
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CUSTOMER DEMOGRAPHICS
Geographic SegmentationRegion: MidwestCity Size: 1 million+Population Density: UrbanClimate: Seasonal
Demographic SegmentationAge: 25-35Gender: FemaleHousehold Size: 2 adults, 1-3 childrenIncome: $75,000+Occupation: Public RelationsEducation: College Graduate
Sociocultural SegmentationCulture: AllSubcultureReligion: AllNational Origin: AllRace: All Social Class: Upper Middle ClassMarital Status: AllPsychographics: Achievers, Strivers
Affective & Cognitive SegmentationDegree of Knowledge: NoviceBenefits Sought: Ethical, high quality, contemporary style
Attitude: Positive
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CUSTOMER DEMOGRAPHICS CONT.
Behavioral SegmentationBrand Loyalty: DividedStore Loyalty: Divided Usage Rate: HeavyUser Status: Current UserPayment Method: Credit CardMedia Usage: TV, Social Media, MagazinesInternet Usage Situation: Work, Social Media, TV
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CUSTOMER PSYCHOGRAPHICS
Age: 25-35Occupation: Public RelationsLocation: Lincoln Park, ChicagoMarital Status: Married, 1-3 kidsEducation: Bachelor’s Degree from Loyola
Life Stage: Newly married, first kidFavorite Movies: Silence of the Lambs, The Notebook, A Beautiful Mind
Favorite Restaurants: Doc B’s, Freshii, Lyfe Kitchen
Frequent Reads: Vogue, Novels, Mommy blogs
Favorite Music: Pop, Alternative
Favorite Artist: Jeff KoonsTech Level: Savvy, IPhone/Laptop proficient Shopping Preferences: Crate & Barrel, CB2, Restoration Hardware, Z Galerie
Shopping Attitude: Looking for best quality, ethically produced items
Vacations: Family trips to Europe, Weekend getaways to Santa Barbara
Political Views: LiberalHobbies: Yoga, Lakeshore runs pushing stroller, Playdates at the park, Street festivals with family, Cycling class with friends, Juicing
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LIST OF FAVORITES: MOMWaking up at 6am so she has some time to herself before she wakes up the kidsYogaFarm-to-table restaurantsPrivate schoolsBreakfast favorites: fruit, granola, oatmealGoing on jogs while pushing the baby strollerGoing shopping in athleisure clothing, like LululemonPlaydates at the park with other moms & kidsLiving in a condo or luxury apartmentGoing on dates and weekend getaways with her husband Active family activities (swimming, hiking, bike rides, etc.)
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A DAY IN THE LIFE: KID (5YR OLD BOY) Mom wakes him up at 7:30am, if he doesn’t wake up himself first Eats a healthy breakfast of organic kids cereal & fruit Mom dresses him in a stylish outfit that includes a kids Patagonia & kids Hunter boots Gets dropped off at his private preschool before mom goes to her PR job Plays with kids at preschool with names like Jaxson, Emmett, Avery Learns some new French & Spanish words at preschool Mom picks him up in her Porsche Cayenne Dad takes him to the park down the street while mom cooks a healthy dinner Swims with his family for a little after dinner in the outdoor pool at their condo building Mom & dad both put him to bed at 8pm
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STYLE NUMBERING SYSTEM1 Year 1 20172 Season A Spring3 Class 1 Comforter 2 Sheet Set 3 Throw Pillow 4 Throw Blanket4 Subclass 1 Comforter
1 Duvet2 Quilt3 Coverlet
2 Sheet Set1 Top Sheet2 Fitted Sheet3 Shams
3 Throw Pillow1 Round2 Square3 Lumbar4 Triangle
4 Throw Blanket1Throw
Blanket5 Color
1Rosette 2 Blue Teal 3 Poppy4 Citrus
Yellow5 White6 Peacock
6 Fabrication1 Organic
Cotton2 100%
Cotton3 Washed
Linen4 Belgian
Linen5 Washed
Silk
7 Size1 Twin2 Full3 20x204 18x185 12x216 16x167 One
Size
Example: 1A135211. 20172. Spring3. Comforter4. Coverlet5. White6. 100%
Cotton7. Twin
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DUVET Style # 1A11431 Retail Price: $75.00 Description: Washed linen Duvet cover
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QUILT Style # 1A12352 Retail Price: $85.00 Description: Washed silk Quilt
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COVERLET Style # 1A13111 Retail Price: $69.00 Description: Organic cotton coverlet
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TOP SHEET Style # 1A21422 Retail Price: $55.00 Description: 100% cotton top sheet
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FITTED SHEET Style # 1A22631 Retail Price: $42.00 Description: Washed linen fitted sheet
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SHAMS Style # 1A23212 Retail Price: $18.00 Description: Organic cotton shams
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ROUND THROW PILLOW Style # 1A31553 Retail Price: $24.00 Description: Round washed silk throw pillow
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SQUARE THROW PILLOW Style # 1A32344 Retail Price: $21.00 Description: Square Belgian linen throw pillow
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LUMBAR THROW PILLOW Style # 1A33425 Retail Price: $18.00 Description: Lumbar100% cotton throw pillow
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TRIANGLE THROW PILLOW
Style # 1A34116 Retail Price: $24.00 Description: Rectangle organic cotton throw pillow
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THROW BLANKET Style # 1A41627 Retail Price: $30.00 Description: One size 100% cotton throw blanket
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COST DEVELOPMENTDATE: 2-24-16 STYLE #: 1A11431_________ _________DESCRIPTION: Washed Linen Duvet Cover SEASON: Spring 2016
WHOLESALE PRICE: $37.14:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $75.001. MATERIAL YARDS PRICE AMOUNT SKETCH
4.5 $3.50 $15.75
INTERFACING ( LINING )
TOTAL MATERIAL COST $15.75
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40
TOTAL LABOR COST $2.82
3. TOTAL COST $18.57
REMARKS: MATERIAL SWATCH
Washed Linen
2017
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COST DEVELOPMENTDATE: 2-24-16 STYLE #:1A12352_________ _________DESCRIPTION: Washed Silk Quilt SEASON: Spring 2016
WHOLESALE PRICE: $42.84:
SIZE RANGE: Twin-Full COLORS:Rosette, Blue teal, citrus yellow, poppy, white, peacock RETAIL PRICE: $85.00
1. MATERIAL YARDS PRICE AMOUNT SKETCH6.2 $3.00 $18.60
INTERFACING ( LINING )
TOTAL MATERIAL COST $18.60
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH
TOTAL LABOR COST $2.82
3. TOTAL COST $21.42
REMARKS:
Washed Silk
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A13111
_________ _________DESCRIPTION: Organic Cotton Coverlet SEASON: Spring 2016
WHOLESALE PRICE: $34.44:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $69.001. MATERIAL YARDS PRICE AMOUNT SKETCH
4.5 $3.20 $14.40
INTERFACING ( LINING )
TOTAL MATERIAL COST $14.40
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 MATERIAL SWATCH LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40
TOTAL LABOR COST $2.82
3. TOTAL COST $17.22
REMARKS:
Organic Cotton
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A21422
_________ _________DESCRIPTION: 100% Cotton Top Sheet SEASON: Spring 2016
WHOLESALE PRICE: $27.54:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $55.001. MATERIAL YARDS PRICE AMOUNT SKETCH
7.3 $1.50 $10.95
INTERFACING ( LINING )
TOTAL MATERIAL COST $10.95
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT MATERIAL SWATCH CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40
TOTAL LABOR COST $2.82
3. TOTAL COST $13.77
REMARKS:
100% Cotton
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A22631
_________ _________DESCRIPTION: Washed Linen Fitted Sheet SEASON: Spring 2016
WHOLESALE PRICE: $21.04:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $42.001. MATERIAL YARDS PRICE AMOUNT SKETCHWashed Linen 2.2 $3.50 $7.70
INTERFACING ( LINING )
TOTAL MATERIAL COST $7.70
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH
TOTAL LABOR COST $2.82
3. TOTAL COST $10.52
REMARKS:
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A23212
_________ _________DESCRIPTION: Organic Cotton Shams SEASON: Spring 2016
WHOLESALE PRICE: $8.84:SIZE RANGE: Twin-Full COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $18.001. MATERIAL YARDS PRICE AMOUNT SKETCHOrganic Cotton 0.5 $3.20 $1.60
INTERFACING ( LINING )
TOTAL MATERIAL COST $1.60
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00 MATERIAL SWATCH
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40
TOTAL LABOR COST $2.82
3. TOTAL COST $4.42
REMARKS:
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A31553
_________ _________DESCRIPTION: Round washed silk throw pillow SEASON:Spring 2016
WHOLESALE PRICE: $11.64:SIZE RANGE: 20x20, 18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $24.001. MATERIAL YARDS PRICE AMOUNT SKETCHWashed Silk 1 $3.00 $3.00
INTERFACING ( LINING )
TOTAL MATERIAL COST $3.00
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40
MATERIAL SWATCH TOTAL LABOR COST $2.82
3. TOTAL COST $5.82
REMARKS:
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A32344
_________ _________DESCRIPTION: Square Belgian Linen Throw Pillow SEASON: Spring 2016
WHOLESALE PRICE: $10.44:SIZE RANGE: 20x20, 18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $21.001. MATERIAL YARDS PRICE AMOUNT SKETCHBelgian Linen 0.8 $3.00 $2.40
INTERFACING ( LINING )
TOTAL MATERIAL COST $2.40
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH
TOTAL LABOR COST $2.82
3. TOTAL COST $5.22
REMARKS:
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A33425
_________ _________DESCRIPTION: Lumbar 100% cotton throw pillow SEASON: Spring 2016
WHOLESALE PRICE: $8.64:SIZE RANGE: 12x21 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $18.001. MATERIAL YARDS PRICE AMOUNT SKETCH100% Cotton 1 $1.50 $1.50
INTERFACING ( LINING )
TOTAL MATERIAL COST $1.50
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH
TOTAL LABOR COST $2.82
3. TOTAL COST $4.32
REMARKS:
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #:1A34116
_________ _________DESCRIPTION: Triangle organic cotton throw pillow SEASON: Spring 2016
WHOLESALE PRICE: $12.04:SIZE RANGE: 20x20,18x18, 16x16 COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $24.001. MATERIAL YARDS PRICE AMOUNT SKETCHOrganic Cotton 1 $3.20 $3.20
INTERFACING ( LINING )
TOTAL MATERIAL COST $3.20
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH
TOTAL LABOR COST $2.82
3. TOTAL COST $6.02
REMARKS:
2017
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COST DEVELOPMENT
DATE: 2-24-16STYLE #: 1A41627
_________ _________DESCRIPTION: One size 100% cotton throw pillow SEASON: Spring 2016
WHOLESALE PRICE: $14.64:SIZE RANGE: One size COLORS: Rosette, Teal, Citrus Yellow, Poppy, White, Peacock RETAIL PRICE: $30.001. MATERIAL YARDS PRICE AMOUNT SKETCH100% Cotton 3 $1.50 $4.50
INTERFACING ( LINING )
TOTAL MATERIAL COST $4.50
2. TRIMMINGS QUANT. PRICE AMOUNT
BUTTONS BELTS LABELS FUSING
TOTAL TRIMMINGS COST $0.00
3. LABOR AMOUNT CUTTING $0.50 LABOR $0.95 MARKING/GRADING $0.22 PAYROLL TAXES & HEALTH FUND $0.75 TRUCKING $0.40 MATERIAL SWATCH
TOTAL LABOR COST $2.82
3. TOTAL COST $7.32
REMARKS:
2017
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FASHION MERCHANDISING PLANNING CALENDARSEASON/YEAR: SPRING 2017 IN-STORE DELIVERY: January, 2017
MONTH SEPTEMBER OCTOBER NOVEMBER DECEMBER JULY AUGUST SEPTEMBER OCTOBER NOVEMBER DECEMBER JANUARY FEBRUARYSTEP 1 Research
market,packaging &scents
STEP 2 Begin todesign &sketch
STEP 3 Swatch &begin to make samples
STEP 4 Earlyproduction,retail ordersplaced
STEP 5 Majorproduction begins
STEP 6 Major productioncontinued…
STEP 7 Major production…in-storepromotions
STEP 8 Shippingperiod,in-storepromotions
STEP 9 Shippingperiod,in-storepromotions
STEP 10 Shippingcontinued…
STEP 11 Storeset up
STEP 12 Track retailselling, planfor nextseason
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UNIT DISTRIBUTION PLAN
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UNIT DISTRIBUTION PLAN
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UNIT DISTRIBUTION PLAN
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UNIT DISTRIBUTION PLAN
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INVOICE
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INTRODUCTORY FLOOR PLAN
Beginning units on hand: 1,981
40% sell through: 792 units
Ending units on hand: 1,189
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KEY CODE SHEET
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KEY CODE SHEET
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KEY CODE SHEET
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FIXTURES
Twin bedFixtures: A,B,C,DFixture Capacity:
10
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FIXTURES
5-Bay Wall UnitFixture: EFixture Capacity:
904
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FIXTURES
4-Bay Wall Unit Fixture: F Fixture Capacity:
640
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FIXTURES
2-Bay Wall Unit Fixtures: G, H Fixture Capacity:
396
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FIXTURES
1-Bay Wall Unit Fixture: I Fixture Capacity:
198
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FIXTURES
Cash Wrap Fixture: J
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MAINTENANCE FLOOR PLAN
Beginning units on hand: 1,189
40% sell through: 476 units
Ending units on hand: 713
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CLEARANCE FLOOR PLAN
Beginning units on hand: 713
20% sell through: 143 units
Ending units on hand: 570
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MARKETING BUDGET TOTAL RETAIL SALES: $99,416
% MARKETING BUDGET: 8.0%
$ MARKETING BUDGET: $7,953
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MARKETING PLAN
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MARKETING PLAN
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MARKETING PLAN
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MARKETING PLAN
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MARKETING PLAN CALENDAR
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MARKETING PLAN CALENDAR
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MARKETING PLAN CALENDAR
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DESIGNER BIO
Haley Ross, creative director of West Elm Kids, has worked for West Elm for 15 years. She began as a part-time Visual Associate at West Elm Chicago while obtaining her Bachelor of Arts in Fashion Business at Columbia College Chicago. After graduation, she joined the West Elm corporate visual team as Assistant Creative Director. Creating a line of kid’s bedding for West Elm became Haley’s passion project. She wanted to be able to offer kids the same environmentally-friendly and stylish options of bedding that their parents love. West Elm Kids bedding and bed accessories is meant to inspire kids to help create their own beds with countless mix-and-match options of bright colors and organic fabrics.
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BUSINESS CARD