Hialeah Senior High School



FASHION MERCHANDISING PROMOTION PLAN, 2014Spread Your Wings Campaign Hialeah DECAHialeah Senior High School 251 E 47th Street Hialeah, FL 33013Savannah Brea, Marian Hernandez, Carolina ToruzetaDecember 1, 2014Table of Contents Executive Summary…………………………………………..1Description of The Store..…………………………………… 2Objectives……………………………………………………. 3Schedule of Events …………………………………………... 3Special Events …………………………………………… 3Advertising ………………………………………………. 4Display ………………………………………………….... 4Publicity …………………………………………………. 5Other In-store Activities ……………………………….… 5Responsibility Sheet ………………………………………….6Budget ……………………………………………………….. 8Statement of Benefits to The Retail Establishment …………. 8Bibliography ………………………………………………… 9Appendix ………………………………………………..... 10Executive Summary American Eagle operates as a specialty retailer of clothing and accessories for both men and women. The Spread Your Wings campaign would encourage participants “spread their wings” so to speak regarding their education by the introduction of a student reward system at the Miami American Eagle Outfitters location in Miami, Florida. This campaign would work, in collaboration with four colleges and universities in the area, by offering promotions based on the number of credits a student is taking in a semester. By rewarding students for aspiring toward a higher education, not only would sales benefit from it, but also would students, the schools involved, and the overall image of the company. Parents of younger children would be interested in purchasing apparel for their preteens if they feel the brand will help inspire and encourage their children to “spread their wings” and reach their full potential. The Spread Your Wings campaign will work on reaching the goal of increasing annual sales by 9 percent. This promotional plan will be a 4-week campaign that will commence on November 1st, 2014 and continue until December 2nd, 2014, with a budget of $38,306.Objectives and Promotional Methods: In order to meet this goal, Miami American Eagle Outfitters will create a computer system linked with nearby Universities and will calculate how many credits each student is currently taking. The amount that will be discounted off is to be based on how many credits at the time. For example, if a student were taking 12 credits in fall term, then in the computer system it would be updated and for every purchase, the student would receive 12 percent off their purchase. In order to promote this sale, posters will be hung around the campuses and flyers will be mailed to each dorm. Another way to promote this sale will be to send an email to every student in each campus that range from the age of 18 to 25 about the sale. The objective of this promotional method is meant to have customers buy more store items. Target Market: The promotion of the Spread Your Wings campaign, Miami American Eagle Outfitters will target 18 to 25-year old men and women. Outcome and Benefits: The campaign budget of $38,306 is expected to help Miami American Eagle Outfitters increase sales, which benefits the overall amount of the annual sales of American Eagle Outfitters, Inc. from $3,306,000 to $3,604,000 by the end of 2014. This campaign will also help the company to expand and be even more known than what it already is.0257175Description Of the StoreAmerican Eagle Outfitters, Inc. is a leading global specialty retail store that offers high quality and trending clothing, accessories, and personal care products at affordable price for both men and women. The company operates more than 1,000 in the United States, Mexico, China, and Hong Kong through its American Eagle Outfitters and Aerie Brands. American Eagle Outfitters has a wide variety of clothing to offer to its costumers. This store retails clothes priced from $15-$100 with styles that match everyone’s personality. This American Eagle is located in the Dolphin mall with stores that are much like it, Pacsun, Aeropostale, Tilly’s, and Forever 21. The Spread Your Wings campaign has been primarily designed for Miami American Eagle because of the diverse range of universities around it like Florida International University, Keiser University, University of Phoenix, and Carlos Albizu University. Objectives The year 2014 was a tough year for American Eagle Outfitters, Inc. due to the fact that total sales decreased from $3,475,802 in 2013 to $3,305,802. In order to reach the goal of increasing sales by 9% at the end of the year, an objective has been constructed for the Spread Your Wings campaign; customers are to buy more store products. Increase product sales: In order to increase product sales, Miami American Eagle Outfitters will promote its merchandise by having more university students come into the store. Having a discount percentage for every credit that the students are taking will attract them to go and buy more of the products being sold by Miami American Eagle Outfitters. Schedule of Events The Spread Your Wings campaign will range from November 1, 2014 to December 2, 2014, in order to give consumers the opportunity to take advantage of Miami American Eagle’s remarkable promotions. The campaign will commence with the introduction of universities near by and give discounts to their students. On November 15 the Spread Your Style Contest will begin and will motivate consumers to “spread their wings” and become more sociable in their university’s environment. To finish off the month, we will kick start the Spread Your Spirit contest to see which of the four schools has more school spirit. Special Events Spread Your Style Contest: As a way for the students at participating universities to get involved, an Instagram contest, called the Spread Your Style Contest, will be organized to encourage floor sales. In order to participate, you must be a member of one of the universities involved and be a member of the reward system. The contest will require participants to shop only from items displayed on the floor at the Miami American Eagle store and style their most creative outfit, snap a picture, and post to Instagram with the hashtags #SpreadYourWings and #SpreadYourStyle. The participant whose photo receives the most likes will win a photo shoot displaying their winning style, as well as the styles from the other nine of top ten designs. Spread Your Spirit Contest: Another contest to be held in order to promote the Spread Your Wings campaign will be the Spread Your Spirit contest. This competitive design event will encourage students to spread their school spirit by designing and entering a shirt customized and styled based on their school colors and logo to the Miami American Eagle store account under the contest link. The voting is open to anyone who shops on the American Eagle website. The design from each school, based on the highest number of votes, will be featured in the Miami location and in school stores on each campus of the participating schools. The winner from each of the four schools will be awarded a photo shoot, alongside the winners of the Spread Your Style contest, modeling their design.Advertising The way to advertise the discount percentage will be to have posters around the Universities that contain a description of the sale. As the students see the poster they get the urge to take advantage of their discount. The second way to advertise the promotion will be to send mass emails through the university’s email system to every student. The email will contain a brief description of the promotion and details about participation, who is eligible, and when it will take place. Considering the fact that each student has an email account through the their university (@edu accounts), it is an easy method for spreading the word much like they’ll be able to spread their wings with this sale. DisplayDuring the extent of the Spread Your Wings campaign, the store will have a section dedicated to merchandise based on the university. The merchandise consists of clothing and accessories sponsored by American Eagle Outfitters. There will also be a sign that describes how the Instagram competition, Spread Your Style, works and explains how to enter it. The outside of the store will have signs that show what universities that are being used by American Eagle. PublicitySocial Media: There will be a Facebook and Instagram page created for the Spread Your Wings campaign that will have the latest clothing out in American Eagle Outfitters. The users will be able to follow up with Miami American Eagle updates and promotions that are going on at the moment.Other in-store activityThe day After Thanksgiving (Friday) is known as Black Friday. This also is the official start of holiday shopping season. Almost all stores come out with door buster sales made to attract consumers to their stores. People stand in line hours before the store is opened, to grab the bargain of the year. Miami American Eagle will use Black Friday, November 28th, to give costumers the chance to have more discounts on the store apparel. The Black Friday sale will attract more costumers and that will help to increase end-of-year sales. Responsibility SheetCareer PositionPosition SummaryResponsibilitiesStore ManagerThe role of the Store Manager is to drive the company’s key performance indicators by delivering an exceptional customer store experience through the Store Management and Associates they supervise.Coordinates Spread Your Wings events to promote sales.Oversees all staff members and thoroughly informs them of their position in the flow of the promotion.Assistant ManagerThe role of the Assistant Manager is to drive the company's key performance indicators by delivering an exceptional customer store experience through the Associates they municate with universities regarding on-campus advertisements and mailing lists.Keep staff members on task when Store Manager is unavailable because of promotional events.Sales AssociatesThe role of a Sales Associate is to deliver an exceptional customer store experience through knowledgeable, friendly and efficient service while following the direction of the Store Management rm incoming costumers of Spread Your Wings promotion and ongoing events.Offer assistance and encourage qualified customers to sign up for a University Student Reward Card.Promote the Spread Your Style and the Spread Your Spirit contest.Stock AssociatesProvide leadership in the stockroom on all aspects of backroom operations, to include standards, processing, flow to the floor, merchandising and customer experience.Keep merchandise on hand and as organized as possible for all events.Keep Reward Cards separate from apparel and make sure cashiers always have enough available to them.Merchandising AssociatesA Merchandising Associate assists in the implementation of floorset merchandise presentations. They are responsible for the processing and placement of merchandise and the execution of visual displays and windows.Design eye-catching display for University Spirit Section.Design window display with current merchandise and advertisements for the Spread Your Style and the Spread Your Spirit events.Dress mannequins in simple outfits so that participants are encouraged to be as creative as possible.Budget ItemProjected CostSpread Your Wings Apparel $10,000Spread Your Wings University Discount Cards$15,000University Merchandise and Display$10,000Posters$306.00Photo-shoot (Drinks, Snacks, Photography Crew, Photography Location) $3,000TOTAL$38,306Statement of Benefits To The Retail EstablishmentBy opening the Spread Your Wings campaign, we are opening a door to opportunities that will help flourish American Eagle Outfitters and stand out from any other store. The campaign will also guarantee that American Eagle Outfitters profits’ increase by a great deal. With the Spread Your Wings student rewards card, we will be able to continue to make our loyal costumers feel even more satisfied with our products and keep them motivated to take many classes in school. Keeping their information in the school’s database will make it easier for the students to go to their administration and find the discount that applies to them. After all, it’s the costumer that matters. Emailing the students with the new promotion will not only keep them informed but also construct a bridge to feeling like they are a contribution to the university’s community. 2014 will be the year that American Eagle Outfitters makes a leap from 2013’s reduction of sales. This campaign will make the store grow in not only size but in value. Our hope is to inspire costumers to “spread their wings” and become the people they are meant to be in the future by studying as much as they can and staying focused in school. Bibliography colleges.Appendix 1257300215900004457700163195002743200488950011430004889500-4572004889500 ................
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