Fashion Merchandising Promotion Plan Fremont High ...



-781050-55195900TABLE OF CONTENTS TOC \o "1-3" \h \z \u I.EXECUTIVE SUMMARY PAGEREF _Toc316897935 \h 1II.DESCRIPTION OF THE STORE PAGEREF _Toc316897936 \h 2III.OBJECTIVES PAGEREF _Toc316897937 \h 3IV.SCHEDULE OF EVENTS4A.Special Events4B.Advertising5C.Display6Interior Display6Exterior Display6D.Publicity7E.Other In-Store Activities7V.RESPONSIBILITY SHEETS8VI.BUDGET9VII.STATEMENT OF BENEFITS TO VICTORIA’S SECRET PAGEREF _Toc316897948 \h 10VIII.BIBLIOGRAPHY PAGEREF _Toc316897949 \h 11EXECUTIVE SUMMARYThe “Indulge Yourself in PINK” fashion promotion plan will begin on October 1, 2012 and run through the entire month of October. The “Indulge Yourself in PINK” campaign will coincide with October being Breast Cancer Awareness Month. This promotion will take place at Victoria’s Secret at the Gateway Mall located in Salt Lake City, Utah. Victoria’s Secret is an American retailer of women’s wear, lingerie, and beauty products. In 2004 Victoria’s Secret created the sub-brand PINK which sells age-appropriate underwear, sleepwear, lounge wear, beauty products and accessories. The PINK brand is marketed to be fun, playful, and flirtatious. The goal of this campaign is to increase awareness of the PINK brand, give customers a more personal shopping experience, and increase awareness of the fragrances and cosmetics available at the store. The promotion plan “Indulge Yourself in PINK “is meant to draw special attention to the PINK clothing line. The concept of this promotion was created around the “PINK” theme. Special events will include a fashion show, rewards program, special appearances by the Angel models and in store contests and events. There will be an “Indulge Yourself in PINK” Fashion Show scheduled to advertise the PINK clothing line and breast cancer awareness. This event will take place on October 13, 2012. Breast cancer survivors will be the models in the fashion show. The promotion plan will be advertised using local newspapers, Twitter, Facebook, direct mail, and email. The plan will also use local sporting events to promote the promotion campaign. These methods of advertising will ensure that new people are drawn to the store and will inform the established customers of the upcoming events.To kick-off this campaign there will be a special appearance from the Victoria’s Secret Angel models on October 1, 2012. They will be available to take pictures, talk to customers, and sign autographs.The decorations for the Victoria’s Secret PINK promotion event will be bright pink and white polka dots covering the walls and floor. The light bulbs in the store will also be changed to pink for the promotional period. The employees will be dressed in Victoria’s Secret PINK clothing. To successfully carry out Victoria’s Secret’s 2012 “Indulge Yourself In PINK” promotion an additional budget of $5418.72 is needed in addition to the scheduled Victoria’s Secret corporate promotions. Victoria’s Secret will benefit from this plan by increasing customer base, improving growth in customer loyalty, enhancing customer relations, and increasing brand awareness and loyalty. In addition it will serve as a test-pilot for future Victoria’s Secret Promotional Campaigns. DESCRIPTION OF THE STOREVictoria’s Secret is the trendy store that sells women’s wear, lingerie, swim wear, athletic wear, and beauty products. Victoria’s Secret was first started in San Francisco, California in 1977 by a man who was embarrassed to buy his wife lingerie in an average, every day department store. PINK was founded in 2004 and marketed toward late-teens and college-age women. Sub-brand PINK sells age-appropriate underwear, sleepwear, lounge wear, beauty products, and accessories with the intent to transition buyers into more adult product lines, such as Angels, Very Sexy, and Body by Victoria. The PINK brand is marketed to be fun, playful, and flirtatious. In 2011, the line announced a partnership with all 32 NFL teams and began selling apparel containing NFL team logos and names.Victoria’s Secret has reasonable prices and offers merchandise in many different sizes and styles. The store benefits most from their sales of lingerie, women’s clothing, sleepwear, cosmetics, fragrances, and accessories. This promotional campaign will take place at Victoria’s Secret located in the Gateway Mall in Salt Lake City, Utah. The Gateway Mall is an open air mall with over 130 shops and restaurants. Utah’s population is over 1.8 million and 1.2 million people live in the Salt Lake area. The Gateway Mall market profile has a population of 1,144,499 which includes 370,904 households with the average household income averaging $77,282. Some of the amenities at Gateway Mall are the Olympic Legacy Plaza, featuring the dancing waters of the Olympic Snowflake Fountain and the Union Pacific Depot, a public space for ceremonies, charity events, gatherings and other events. OBJECTIVESThe “Indulge Yourself in PINK” promotion plan’s main objectives are to increase PINK brand awareness, give customers a personal shopping experience, and increase awareness of the fragrances and cosmetics that are available at Victoria’s Secret. The first objective is to increase PINK brand awareness. To increase PINK brand awareness, we will host a PINK Girl’s Night Out. This event will be held on Friday, October 5, 2012 and will consist of a fashion show, free give a ways, cosmetic sampling, treats, and a guaranteed night of fun! We will send out invitations to the party to all the loyal customers and the Angel Card holders. The second objective is to give customers a more personal shopping experience. To accomplish this goal, the Victoria’s Secret store will have its own personal shoppers who will be able to shop for a customer given a specific budget and information. An example would be a husband looking to shop for his wife for Valentine’s Day. He would come in with a set budget and inform the employee of what he is looking for and then come back to pick those items up without the uncomfortable experience that some men have while shopping for lingerie for their wives. After becoming a loyal customer, the store will begin to save information into the database to make it more convenient in the future to buy productsThe third objective is to increase fragrance and cosmetic awareness. To increase the awareness of these products, we will have a raffle drawing. Each customer who comes into the store will be offered the chance to sign up for a free makeover. At the first of each month, five of the raffle tickets will be drawn and the winners will be informed and will be scheduled for their makeovers. After getting their makeover they will have the chance to purchase any of the products used during their makeover. SCHEDULE OF EVENTSSpecial EventsIndulge Yourself in PINK Fashion Show. The Fashion show will be held on Saturday, October 13, 2012 from 10am-11am in the Gateway Mall plaza located directly in front of the Victoria’s Secret Store. Tickets will go on sale to direct mail customers and in-store customers beginning Monday, October 1, 2012. The cost of the Indulge Yourself in PINK Fashion Show will be $5.00 per person, with 100% of the proceeds going to the Susan G. Komen Foundation. Models will be chosen breast cancer survivors, if they are willing and available to participate, and will be dressed in clothing from the PINK clothing line. PINK Girl’s Night Out. A girl’s night part will take place on Friday, October 5, 2012. It will be a night that loyal customers can come enjoy a fashion show, sample the fragrances and cosmetics, enter contests, receive makeovers, and enjoy a night of food, friends and fun.PINK Stamp Cards. All customers will receive PINK stamp cards during the promotion period. The customers will get a stamp on their card for every $20 they spend on PINK brand items. Once they get the entire card filled with stamps they will receive a coupon for 25% off their next purchase. Special Appearance from the Victoria’s Secret Angels. On October 6, 2012, the Victoria’s Secret Angel models will be in the store from 12pm to 2pm. They will be available to sign autographs and take pictures with fans. Victoria’s Secret’s corporate office will be contacted to make arrangements for the Angels’ appearances. AdvertisingNewspaper Ad Victoria’s Secret will take out one full page and two 1/8 ads in the Salt Lake Tribune. The full page ad will run one week before the promotion with a schedule of promotional events and advertising for the “Indulge Yourself in PINK” campaign. The two 1/8 ads will run for two weeks after the start of the promotion. Facebook and Twitter We will create a Facebook page for the event and send out invitations to all the people who “like” the page. Messages will be tweeted to the followers on Twitter daily during the promotional period. Utah Jazz Game and University of Utah Football Game On the Thursday and Saturday before the promotion campaign begins there will be 250 pink mini-basketballs thrown out to the fans at the Utah Jazz game and 250 pink mini-footballs thrown out to the crowd at the University of Utah football game. Printed on the mini-basketballs and footballs will be the information about the upcoming “Indulge Yourself in PINK” promotional campaign. Employee Models During the campaign the employees will be dressed in clothing from the PINK clothing line. Direct Mail One week before the promotion is set to begin, established customers will receive the “Indulge Yourself in PINK” postcard detailing all the upcoming events for the month of October. Email Alerts Emails will be sent to all established customers and Angel Card holders. Mobile Media Advertising An option would be to have a billboard truck drive around Salt Lake City for the 3 days prior to the start of the promotional campaign. The billboard would have the information about the “Indulge Yourself in Pink” promotional events. DisplayInterior DisplayDuring the month of the promotion the Victoria’s Secret store will be transformed in the “Indulge Yourself in PINK” atmosphere. There will be pink mannequins placed throughout the store. The light bulbs in the store will be changed from white to pink for the promotion period. The mannequins will be dressed in clothing from the Victoria’s Secret and PINK lines. The walls, floor, and dressing rooms will be decorated with PINK polka dots. There will be upbeat, fun music playing and more clothing racks placed throughout the store. A table will be set up during the promotion where customers can purchase tickets for the Indulge Yourself in PINK fashion show and customers can donate to the Susan G. Koman Foundation. Information about breast cancer awareness and the Susan G. Koman Foundation will be available at the table. Exterior DisplayA banner above the store entrance will read “Got Pink?” There will be two spotlights placed at the entrance of the store directly spotlighting the “Got Pink?” banner. The store windows will display groups of three or four pink mannequins. Each will be wearing a completed outfit from the PINK clothing line. The Gateway Mall plaza will be used for the Indulge Yourself in PINK fashion show. White chairs will be set up and the runway will be will be covered in pink polka dots. Pink heart helium balloons and pink ribbons will be used to decorate the area. Publicity Press Release A press release will be given to area broadcast station Cumulus Media Networks. Cumulus broadcasts eight area radio stations including B98.7, KBER 101, The End 101.9, K-Bull 93, and ZRock 94.9. The press release will inform the media about the upcoming events and will explain how the Indulge Yourself in PINK fashion show will benefit the Susan G. Komen Foundation. Along with the Radio stations, a notification of the event will be sent to all the local news stations on Channels 2, 4, 5, and 13. The press releases will be sent out to the local radio stations and the local news stations a week before the promotional campaign is set to begin.Other In-Store ActivitiesStaff Meeting Prior to the promotion a store meeting will be held informing employees of the events that will take place. For the duration of the sales promotion employees will be competing in the PINK Stamp Card contest. The employee that collects the most PINK stamp cards during the promotion period will receive a gift card for PINK merchandise. The PINK Stamp Card count will be posted weekly in the employee break room. There will also be a meeting held at the beginning of each week for all employees to confirm that they understand what needs to be done and the events that are to take place during the week.PINK Stamp Cards All in-store customers will receive a PINK stamp card that will get stamped for every $20 that he/she spends on PINK brand items. Once they get the entire card stamped they will receive a 25% discount on their next PINK purchase. Gift Wrapping Customers will be given the opportunity to have their purchases gift wrapped by Victoria’s Secret seasoned employees. Pink wrapping paper and pink ribbon will be available to use for wrapping during the promotional campaign period. RESPONSIBILITY SHEETSThe responsibilities throughout the promotion will be divided up among the Store Manager, Assistant Manager and Sales Associates. Store ManagerConduct an in-store meeting one week prior to the promotion, Monday September 24Contact radio and TV stations, as well as newspapers regarding the eventsCoordinate information with the Susan G Komen FoundationKeep track of employee contestContact Victoria’s Secret’s corporate office to arrange the Angels’ appearancesSelect the clothing to be used for the fashion showCoordinate the use of the mall plaza for the fashion showOversee all promotional activitiesSelect the models to be used in the fashion showIdentify sales incentivesAssistant ManagerSet up window displays, mannequins and other interior/exterior displaysOrder decorations and chairs for the fashion showSet up the mall plaza for the fashion showMail out the Direct Mail & Email advertisementsUpdate Twitter and FacebookEnsure that adequate stock is on handSales AssociatesCustomer Service and SalesAssist with fashion show and store displaysGive out PINK Stamp Cards to customersSell fashion show tickets and give out breast cancer informationInform customers of the promotional events Maintain store stockMaintain daily sales-sales are the most important part of the promotionAssist managers and assistant managers with any needsBUDGETBelow is the prepared budget for the “Indulge Yourself in PINK” campaign.ItemsNumber of UnitsTotalAdvertisingDirect Mail1000$364.82Newspaper Ads, 1 full page ad & (2) 1/8 ads3$500.00Mailing Cost at bulk rate1000$100.00DisplayStore Entrance Banner1$74.95Heart Helium Balloons for Fashion Show300$41.05Helium Tank Rental1$52.75Polka Dots 300$35.00Pink Mannequins15$2400.00Chair Rental for the Fashion Show100$225.00Pink light bulbs 35$57.75Promotional ItemsOutfits for models20$500.00PINK Stamps10$100.00PINK Stamp Cards1000$200.00Custom Mini-Basketballs250$312.50Custom Mini-Footballs250$325.00Spotlights 2$129.90TOTAL COST FOR PROMOTIONAL EXPENSES$5418.72Optional ItemMobile Billboard Advertising – truck for 3 days1$3600.00TOTAL COST INCLUDING OPTIONAL ITEM$9018.72STATEMENT OF BENEFITS TO VICTORIA’S SECRETVictoria’s Secret will greatly benefit from using this promotional plan. Not only will it reach emerging target markets, we will successfully maintain established customer relationships by continuing to provide unbeatable products and services. By implementing the month long “Indulge Yourself in PINK” promotion plan, Victoria’s Secret will not only increase store recognition, but also increase the sales of the PINK clothing line. The positive association with the Susan G Komen Foundation will also help to build on Victoria’s Secret’s public image. The ability for a promotion to increase sales while being charitable is rare, making this particularly valuable. The “Indulge yourself in PINK” promotion plan for Victoria’s Secret & PINK will be beneficial to not only the store in Salt Lake City, but to the corporation as a whole because it will expand the customer base and gain attention from many more people who may not be aware that Victoria’s Secret & PINK is available for them. It will also increase community goodwill and establish a partnership with the Susan G. Komen Foundation. The fashion show is a big event that will create curiosity and introduce new customers to Victoria’s Secret & PINK. The advertisements sent out to established customers and the newspaper ads attracting new customers will be increase sales because floor traffic will increase. There will be a combination of new and existing customers wanting to participate in the events which will make this promotional campaign an excellent return on investment for Victoria’s Secret. The PINK stamp card will increase employee sales through the promotional period. This promotion and all of its objectives aim to ultimately give Victoria’s Secret more community recognition as an affordable and trendy store in the Salt Lake City area. BIBLIOGRAPHY“Buying Lighting” 13 Feb.2012 <;“Cumulus Media Networks.” Cumulus Media Networks. 1 Feb. 2011 <http:.//>.“Different Types of Advertising.” 6 Jan. 2012 <;.“Gateway Shopping Experience” 13 Feb. 2012 < ;“Mobile Advertising in Utah” 13 Feb. 2012 <;.“Party supplies, crafts, party decorations: Oriental Trading.” Party supplies, crafts, party decorations: Oriental Trading. 26 Jan. 2012. <;.“” 3 Feb. 2012 <;.“Spotlights”13 Feb. 2012 < HYPERLINK "" ;. “The Susan G. Komen Foundation.” 14 Oct. 2011 <;.“” . 27 Jan. 2012 < ................
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