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MERCHANDISE MARKETING

PROFESSIONAL PORTFOLIO















FIDM SEPTEMBER 2013 ALUMNA
Megan L. Ki mberl i ng
Long Beach, CA
509-715-9721 megankimberling@gmail.com
www.linkedin.com/in/megankimberling


March 4, 2014

Careers
Forever 21, Inc.
2001 S. Alameda St.
Los Angeles, CA 90058


To Whom It May Concern:

Nicole Craig, a Fashion Institute of Design and Merchandising instructor of mine,
suggested I submit my resume and application to her current employer, Forever 21.
Through the resources at the FIDM, my membership in the Premier Marketing Group,
and my past experiences, I have had many opportunities others in industry have
not. As a part of the Forever 21 team, I will execute tasks efficiently and effectively
while supporting my peers, my supervisors, and the corporation.

I finished the Merchandise Marketing program as a Professional Designation student
September 18, 2013. Courses in buying and allocation gave me real-world experience
with Excel and JDA Allocation programs. The retail environment, site management and
business management classes reinforced and cultivated my knowledge of the employer,
employee and customer experience in retail and sales. My instructors noticed my love,
passion, and knack for retail environment strategies during my time at FIDM. In
combination with my previous Bachelor of Science degrees, and my previous customer
service experience, I believe I would be an asset to Forever 21 in your operations or
buying departments.

I have attached my resume and references to my application. Due to file maximums, I
am unable to upload my portfolio. It is available upon request. Thank you for your time
and I look forward to hearing from you, and Forever 21.


Sincerely,


Megan L. Kimberling
2
COVER LETTER
AS APPROPRIATE
Megan L. Kimberling
Long Beach, CA
509-715-9721 megankimberling@gmail.com
www.linkedin.com/in/megankimberling




Fashion Institute of Design and Merchandising September 2013
Los Angeles, CA
Associate of Arts Degree: Merchandise Marketing, Professional Designation
Premier Marketing Group
G.P.A. 3.85, Magna Cum Laude

University of Idaho August 2011
Moscow, ID
Bachelor of Science Degree: Music Theory and Radio/TV/Digital Media Production
G.P.A. 3.68, Deans List

STUDIO6 LOS ANGELES November 2013 - Present
Los Angeles, CA
Operations Consultant
Work directly with Business Manager and Executive Director to market and brand the company
Business and press contact for the company; all client relations go through me
Oversee hiring and duration of interns

FourTwoFour on Fairfax July 2013 - September 2013
Los Angeles, CA
Public Relations Intern
Working directly with the Director of Operations, Lead Designer/Owner, and Public Relations Agent
Building databases of press, contacts, and photos
Creating a Press Kit for all brands: KG&Co., Sneaker Crowns, and FourTwoFour on Fairfax

FIDM Scholarship Foundation February 2013 - September 2013
Los Angeles, CA
Intern
Contacting new and past merchants for donations to the Scholarship Store
Researching and posting scholarships for FIDM students on the Student Portal
Updating the Scholarship Store Facebook and Twitter accounts

OmniBlue Entertainment April 2013 - June 2013
Los Angeles, CA
PR and Branding Intern
Helped manage numerous social media accounts for Rude Thursdays nightclub event
Admin of Nine Facebook Pages and Six Twitter Accounts for the company
Attended the Thursday night events to Live update online

Ross Stores, Inc. April 2010 - April 2013
Huntington Beach, CA and Moscow, ID
Backup Manager on Duty/Front End Supervisor
Customer service on the floor and front desk
Processing and merchandising merchandise from the stock room and fitting room
POS registers and handheld inventory system

LiveMusicGuide.com September 2010 - April 2012
Huntington Beach, CA and Moscow, ID
Senior Staff Writer
Research and write two music news stories per week on Wordpress
New music tours, and weekly album review

Lionel Hampton Jazz Festival Spring 2012 and 2011
University of Idaho
Drive Team Co-Coordinator, In Town Driving
Organizing and scheduling vehicles and driver volunteers for in-town driving
Executing the schedule in real-time during the Festival
Communicated with the Artist Relations Coordinator and the Executive Director
Marketing and Branding Strategy
Operations & Time Management
PR & Social Media Networking
Microsoft Office Suite
Trend & Color Analysis
Microsoft Excel (Basics & Buying)
Key
Qualifications
Education

Experience
MERCHANDISE MARKETING
STRATEGIES

Buying, Planning & Allocation 5

Merchandising 12

Marketing 17

Business Management 22


Megan L. Kimberling
Buying, Planning & Allocation
The buying strategies are the
analytical process that trains in
the planning, purchasing, and
allocation of merchandise along
with the technical knowledge
required in todays fashion
industry.
5
Megan L. Kimberling
The nal project for Merchandise
Buying consisted of a
departmental analysis and six-
month plan. A case study was
completed in Merchandise
Allocation where three types of
analysis were applied to one
department. Both examples are
to follow.
6
Megan L. Kimberling
7
Megan L. Kimberling

M E R C H A N D I S E B U Y I N G F I N A L P R O J E C T





T O R R I D





S W I M D E P A R T M E N T

L A K E W O O D C E N T E R

500 LAKEWOOD CENTER
LAKEWOOD, CA 90712


M E G A N K I M B E R L I N G
Department Analysis
COMPANY SEASON
DEPARTMENT YEAR
CLASSIFICATION 1: One-Piece Price Point $68.50 TOTAL
% to Total Dept: % to Total 100.0% 100.0%
29.80% Sizes 0 1 2 3 4
% to Total 23.5% 5.9% 11.8% 35.3% 23.5% 100.0%
Colors Cherry Terquoise Black Zebra
% to Total 5.9% 23.5% 29.4% 41.2% 100.0%
CLASSIFICATION 2: Tops Price Point $48.50
% to Total Dept: % to Total 100.0% 100.0%
17.50% Sizes 0 1 2 3 4
% to Total 10.0% 10.0% 30.0% 30.0% 20.0% 100.0%
Colors Cherry
% to Total 100.0% 100.0%
CLASSIFICATION 3: Bottoms Price Point $36.50
% to Total Dept: % to Total 100.0% 100.0%
38.6% Sizes 0 1 2 3 4
% to Total 22.7% 13.7% 22.7% 22.7% 18.2% 100.0%
Colors Black Pink
% to Total 95.4% 4.6% 100.0%
CLASSIFICATION 4: Cover Ups Price Point $44.50
% to Total Dept: % to Total 100.0% 100.0%
14.1% Sizes 0 1 2 3 4
% to Total 25.0% 12.5% 12.5% 25.0% 25.0% 100.0%
Colors Black White
% to Total 37.5% 62.5% 100.0%
100.0%
Torrid Spring/Summer
Swim 2013
Megan L. Kimberling
8
T O R R I D - S W I M D E P A R T M E N T - L A K E W O O D C E N T E R
500 LAKEWOOD CENTER, LAKEWOOD, CA 90712

19


M E R C H A N D I S E T R E N D A N A L Y S I S



O P P O R T U N I T I E S

T H R E A T S

AREA OF
INVESTIGATION % REASONS % REASONS
E C O N O M I C
T R E N D S
1.5%
In the Los Angeles
County, economics have
been somewhat stagnant
according to Los Angeles
County Economic Trends.
Slowly, the employment
rate is increasing.
Housing prices are
decreasing, but sales are
reporting an increase in
spending habits.
1.2%

The job market is still
confined. However,
Lakewood has a fairly
high ratio of a post-
secondary educated
citizens compared to
other suburban areas.
This shows these
educated people are
living in the suburbs but
may be taking jobs they
are over-qualified for.

C U R R E N T
S A L E S
T R E N D S
2.3%
Hot Topic, Inc. sales are
on the rise (Investor
Relations). Torrid's fourth
quarter net sales percent
change to last year was
28.4%. That translates to
$52.5 million. The change
in fiscal year net sales was
15.1% for Torrid, $188.1
million.
0.5%

Torrid had problems in
the fourth quarter last
year, -1.9%. Chances
are, Torrid will continue
to increase sales. The
stores will see a general
decrease in the coming
years. People are
buying more and more
online, in every country
(Love).

T O R R I D - S W I M D E P A R T M E N T - L A K E W O O D C E N T E R
500 LAKEWOOD CENTER, LAKEWOOD, CA 90712

20
F A S H I O N
T R E N D S
2.0%
Plus size women want
clothes that make them
look great, not cover up
their shape (Curvy Closet).
This is great for the target
demo of Torrid, teens and
young-adult women. This
target market doesn't
want to look "old."
0.9%

Stripes, all over prints,
and body-hugging
clothing are definitely
trending. For many
body-conscious plus size
women, these are not
items they wish to buy in
fear of "looking big."
Torrid produces trendy
clothing, many of which
contain stripes, all over
prints, and body
hugging clothing (PLUS
Model Magazine).

M A R K E T I N G
/
P R O M O T I O
N S
1.2%

Torrid uses their DivaStyle
rewards program, their
Torrid credit card,
HauteCash throughout the
year, and a 5% discount
when using the credit card
when the customer
reaches $200 credit on the
card. They also use online
promotions via Facebook,
and their website (Torrid
Marketing and
Promotions).

1.7%
Torrid's sales occur year
round, but in order to
successfully use their
promotions, you must
spend a substantial
amount of money. This
is somewhat easy to do
at Torrid.


C O M P E T I
T I O N

1.6%


There are not many plus
size brick and mortar
stores available to the
teen and young-adult
demo.

1.9%


However, the Lakewood
Center is anchored by a
Forever 21 with a large
plus size section
(Lakewood Center).
T O R R I D - S W I M D E P A R T M E N T - L A K E W O O D C E N T E R
500 LAKEWOOD CENTER, LAKEWOOD, CA 90712

21
Torrid is one of these
stores. Most of the Hot
Topic, Inc. competitors do
not sell plus size fashion
(Hoover's).
Also in the mall is Mode
Plus, Macy's, Frederick's
of Hollywood, jcpenny,
and Lane Bryant, all of
whom sell plus size
clothing.
L I F E S T Y L E 2.2%

In recent years, the plus
size lifestyle has become a
rejoicing of the women's
body, no matter the size.
Young generations have
been increasingly more
likely to have easting
disorders and body image
problems. The plus size
lifestyle has encouraged
women to be healthy,
happy, and love
themselves because the
industry standard for a
woman's shape is a far cry
from the U.S. average
(Daily Venus Daily).

1.0%
The industry still uses
models that weight 100
pounds to advertise their
products. The media
portrays women to be
something the US
average is not. This
increases the number of
body dysmorphic
disorders (BDD).
S O C I A L /
P O L I T I C A L
0.0%
There are numerous
activities happening in Los
Angeles County. None of
which are firmly positive.
0.9%

There are changes in
government officials, an
uprising over public
school systems, and
taxpayers being overall
upset at the California
government and the
federal government
(Economy and Hews).


T O R R I D - S W I M D E P A R T M E N T - L A K E W O O D C E N T E R
500 LAKEWOOD CENTER, LAKEWOOD, CA 90712

22

T O T A L


10.8%

8.1%

%
I N C R E A S E

2.7%

9
Megan L. Kimberling
Torrid - Lakewood Center
Classification Plan
Plan - This Year
Feb Mar Apr May Jun Jul Total Acutal Markdown
Beg. Month Stock 545.7 $ 710.5 $ 585.0 $ 1,018.8 $ 962.4 $ 377.3 $ 4,199.6 $ $ %
STS Ratio 2.4 $ 3.0 $ 3.3 $ 3.2 $ 1.9 $ 3.7 $ 34820.0% 22.2%
Sales 227.4 $ 236.8 $ 177.3 $ 318.4 $ 506.5 $ 102.0 $ 1,568.3 $ Sales Change %
Sales % Total 14.5% 15.1% 11.3% 20.3% 32.3% 6.5% 100.0% 2.7%
Markdowns 31.7 $ 32.7 $ 34.5 $ 67.9 $ 116.6 $ 64.8 $ 348.2 $ Average Stock
Markdown % Total 9% 9% 10% 20% 34% 19% 100% PLN 65746.6%
Purchases 423.8 $ 144.0 $ 645.6 $ 329.9 $ 38.1 $ 192.0 $ 1,773.4 $
End Month Stock 710.5 $ 585.0 $ 1,018.8 $ 962.4 $ 377.3 $ 402.6 $ 4,056.6 $ Turnover
!"# 238.5%
Future Sales Aug
111.8 $
STS Ratio 3.6
Plan - This year Class %: 35.0% $68.50
Plan Feb Mar Apr May Jun Jul Total
BOM 191.0 $ 248.7 $ 204.7 $ 356.6 $ 336.8 $ 132.1 $ 1,469.9 $
Sales 79.6 $ 82.9 $ 62.0 $ 111.4 $ 177.3 $ 35.7 $ 548.9 $
Purchases 148.3 $ 50.4 $ 225.9 $ 115.5 $ 13.3 $ 67.2 $ 620.7 $
UNITS TO BUY 2,166 736 3,298 1,685 195 981 9,061
EOM 248.67 $ 204.74 $ 356.57 $ 336.83 $ 132.07 $ 140.92 $ #######
Plan - This year Class %: 28.0% $48.50
Plan Feb Mar Apr May Jun Jul Total
BOM 152.8 $ 198.9 $ 163.8 $ 285.3 $ 269.5 $ 105.7 $ 1,175.9 $
Sales 63.7 $ 66.3 $ 49.6 $ 89.1 $ 141.8 $ 28.6 $ 439.1 $
Purchases 118.7 $ 40.3 $ 180.8 $ 92.4 $ 10.7 $ 53.8 $ 496.6 $
UNITS TO BUY 2,447 832 3,727 1,904 220 1,109 10,238
EOM 198.9 $ 163.8 $ 285.3 $ 269.5 $ 105.7 $ 112.7 $ 1,135.8 $
Plan - This year Class %: 28.0% $38.50
Plan Feb Mar Apr May Jun Jul Total
BOM 152.8 $ 66.3 $ 49.6 $ 89.1 $ 141.8 $ 28.6 $ 439.1 $
Sales 63.7 $ 66.3 $ 49.6 $ 89.1 $ 141.8 $ 28.6 $ 439.1 $
Purchases 118.7 $ 40.3 $ 180.8 $ 92.4 $ 10.7 $ 53.8 $ 496.6 $
UNITS TO BUY 3,082 1,048 4,695 2,399 277 1,397 12,898
EOM 198.9 $ 163.8 $ 285.3 $ 269.5 $ 105.7 $ 112.7 $ 1,135.8 $
Plan - This year Class %: 9.0% $34.50
Plan Feb Mar Apr May Jun Jul Total
BOM 49.1 $ 63.9 $ 52.6 $ 91.7 $ 86.6 $ 34.0 $ 378.0 $
Sales 20.5 $ 21.3 $ 16.0 $ 28.7 $ 45.6 $ 9.2 $ 141.1 $
Purchases 38.1 $ 13.0 $ 58.1 $ 29.7 $ 3.4 $ 17.3 $ 159.6 $
UNITS TO BUY 1,106 376 1,684 861 99 501 4,626
EOM 63.9 $ 52.6 $ 91.7 $ 86.6 $ 34.0 $ 36.2 $ 365.1 $
Class: Bottoms
Class: Cover Ups
AUR:
AUR:
Class: One-Piece
Class: Tops
AUR:
AUR:
Six Month Plan
Actual - Last Year
Feb Mar Apr May Jun Jul Total Acutal Markdown
Beg. Month Stock 531.6 $ 688.5 $ 567.3 $ 990.3 $ 940.7 $ 366.4 $ 4,084.8 $ $ %
STS Ratio 2.4 3.0 3.3 3.2 1.9 3.7 339.5 $ 22.2%
Sales 221.4 $ 230.6 $ 172.6 $ 310.0 $ 493.2 $ 99.3 $ 1,527.1 $
Sales % Total 14.5% 15.1% 11.3% 20.3% 32.3% 6.5% 100.0%
Markdowns 30.8 $ 32.0 $ 33.5 $ 66.2 $ 113.8 $ 63.2 $ 339.5 $ Average Stock
Markdown % Total 9.1% 9.4% 9.9% 19.5% 33.5% 18.6% 100.0% ACT
Purchases 409.1 $ 141.4 $ 629.1 $ 326.6 $ 32.7 $ 188.2 $ 1,727.1 $ 639.6 $
End Month Stock 688.5 $ 567.3 $ 990.3 $ 940.7 $ 366.4 $ 392.1 $ 3,945.3 $ Turnover
ACT
Future Sales Aug 2.4
108.9 $
STS Ratio 3.6
Plan - This Year
Feb Mar Apr May Jun Jul Total Acutal Markdown
Beg. Month Stock 545.7 $ 710.5 $ 585.0 $ 1,018.8 $ 962.4 $ 377.3 $ 4,199.6 $ $ %
STS Ratio 2.4 3.0 3.3 3.2 1.9 3.7 348.2 $ 22.2%
Sales 227.4 $ 236.8 $ 177.3 $ 318.4 $ 506.5 $ 102.0 $ 1,568.3 $ Sales Change %
Sales % Total 14.5% 15.1% 11.3% 20.3% 32.3% 6.5% 100.0% 2.7%
Markdowns 31.7 $ 32.7 $ 34.5 $ 67.9 $ 116.6 $ 64.8 $ 348.2 $ Average Stock
Markdown % Total 9.1% 9.4% 9.9% 19.5% 33.5% 18.6% 100.0% PLN 657.5 $
Purchases 423.8 $ 144.0 $ 645.6 $ 329.9 $ 38.1 $ 192.0 $ 1,773.4 $
End Month Stock 710.5 $ 585.0 $ 1,018.8 $ 962.4 $ 377.3 $ 402.6 $ 4,056.6 $ Turnover
!"# 2.4
Future Sales Aug
111.8 $
STS Ratio 3.6
10
Megan L. Kimberling
T O R R I D - S W I M D E P A R T M E N T - L A K E W O O D C E N T E R
500 LAKEWOOD CENTER, LAKEWOOD, CA 90712

35
S W O T A N A L Y S I S









Operating Statement
RETAIL
% OF
NET SALES
NET SALES $ 1,568.3
MARKDOWNS $ 348.2 22.2%
EMP DISCOUNT $ 50.2 3.2%
SHRINK $ 37.6 2.4%
TOTAL RETAIL
REDUCTION $ 2,004.3 27.8%
COST RETAIL MU%
MU
COMP %
BEG STOCK 618.6 $ $ 1,374.6 55.0% 45.0%
NET PURCH 673.9 $ $ 1,773.4 62.0% 38.0%
TOTAL STOCK 1,292.5 $ $ 3,148.0 58.9% 41.1%
END STOCK 470.1 $ $ 1,143.7 58.9% 41.1%
COST
% NET
SALES TOTAL STOCK
COST 1,292.5 $
FREIGHT 31.4 $ 2.0%
TOTAL COST 1,323.8 $
END STOCK COST 470.1 $
WORKROOM 15.7 $ 1.0%
COGS 828.9 $ 52.9%
GROSS PROFIT 739.4 $ 47.1%
CASH DISCOUNT 27.0 $ 4.0%
GROSS MARGIN 766.4 $ 48.9%
ADVERTISING 47.0 $ 3.0%
PERSONNEL 235.2 $ 15.0%
MERCHANDISING 109.8 $ 7.0%
DISTRIBUTION 86.3 $ 5.5%
TOTAL INDIRECT 54.9 $ 3.5%
TOTAL EXPENSES 533.2 $ 34.0%
TOTAL PROFIT 233.2 $ 14.9%
Megan L. Kimberling
Megan klmberllng Case Study.xlsx - Department Analysis 8/20/13
!"#$ %&!'# ($ *+(#*
,-. /0
"12-
$34.1
*+(#* 54 6748
Wlcker Pamper 30.00 $ 2 1 19 1. luLn1ll? 1PL lSSuLS
LuclLe Soap ulsh 18.00 $ 8 7 1 2. AC1lCnS nLLuLu
8rass Soap ulsh 6.00 $ 9 6 18 3. LxLAln WP?
Ceramlc Soap ulsh 9.00 $ 6 3 12
Wlcker 1lssue 8ox 12.00 $ 3 0 16
LuclLe 1lssue 8ox 24.00 $ 6 0 0
LuclLe 1ooLhbrush Polder 13.00 $ 3 2 3
Ceramlc 1ooLhbrush Polder 9.00 $ 3 1 3
8rass Shelf 36.00 $ 4 3 10
Wlcker Shelf 20.00 $ 1 1 12
$+"#&!+( +9+(:*!*
!"#$ ($ *+(#* ; ""( 56 ; ""(
*#(( "6&<
; / 56 +/*
WlCkL8 6 12.8 47 49.0 11.3 31 1.30
LuCl1L 19 40.4 4 4.2 82.6 1 4.73
88ASS 13 27.7 28 29.2 31.7 9 3.23
CL8AMlC 9 19.1 17 17.7 34.6 8 2.23
1C1AL 47 100.0 96 100.0 32.9 8 11.73
%&!'# &+9=# +9+(:*!*
%&!'# &+9=# ($ *+(#* ; ""( 56 ; ""(
*#(( "6&<
; / 56 +/*
$0.00-10.00 18 38.3 33 36.3 34.0 8 4.3
$11.00-20.00 17 36.2 32 33.3 34.7 8 4.23
$21.00 & Plgher 12 23.3 29 30.2 29.3 10 3
1C1AL 47 100.0 96 100.0 32.9 8 11.73
'(+**!>!'+"!59 +9+(:*!*
'(+**!>!'+"!59 ($ *+(#* ; ""( 56 ; ""(
*#(( "6&<
; / 56 +/*
PAML8 2 4.3 19 19.8 9.3 38 0.30
SCA ulSP 23 48.9 31 32.3 42.6 3 3.73
1lSSuL 8Cx 9 19.1 16 16.7 36.0 7 2.23
1CC1P88uSP PCLuL8 8 17.0 8 8.3 30.0 4 2.00
SPLLl 3 10.6 22 22.9 18.3 18 1.23
1C1AL 47 100.0 96 100.0 32.9 8 11.73
1he maln problem ln Lhls analysls ls Lhe wlcker lLems are noL selllng well. 1here are 47 pleces CP, buL
because of Lhe low AWS of 1.30, Lhe WCP cllmbs Lo 31. Wlcker has a low Sell 1hru raLe of 11.3 percenL ln
comparlson Lo Lhe 31.7 percenL, 34.6 percenL, and 82.6 percenL of brass, ceramlc, and luclLe, respecuvely.
1hls proves Lhe wlcker ls Lhe maLerlal performlng Lhe worsL ln Lhe deparLmenL. ln order Lo boosL sales ln
Lhls deparLmenL, decrease Lhe amounL of wlcker avallable and sLock greaLer amounLs of luclLe. LuclLe ls
performlng very well as Lhe besL seller, LM Sales of 19, and hlghesL Sell 1hru, 82.6 percenL. 8oLh brass and
ceramlc are dolng okay and wlll mosL llkely remaln selllng Lhls way. Wlcker musL be phased ouL and luclLe
made more avallable.
Sales ln all Lhree prlce ranges are relauvely slmllar. 1hls can be posluve and negauve. We wanL Lhe
hlgher prlced lLems Lo be selllng more Lhan Lhe lower prlced lLems, however Lhose proced over $20 are
selllng slower Lhan Lhose under $10, whlch can be seen ln Lhe Sell 1hru numbers. 1he lLems prlces aL $21
and Plgher are almosL ve percenL slower Lo sell o Lhe oor Lhan Lhose lLems prlced under $20. ln order
Lo lncrease deparLmenL sales, Lhere musL be more less expenslve lLems avallble for Lhe cusLomers. 1hose
lLems prlced under $10 had Lhe besL sales lasL monLh. 1he WCP for lLems ln boLh Lhe $0-10 and $11-20
classlcauons are boLh aL 8 weeks. 1hese are Lhe lLems cusLomers are looklng Lo purchase.
Soap dlshes are selllng very well, ouLselllng Lhe oLher classlcauons by aL leasL 14
pleces lasL monLh. 1he soap dlsh AWS ls Lhe hlghesL aL 3.73 pleces per week,
maklng up nearly half of LM Sales. 8oLh shelves and hampers are Lhe lowesL
selllng lLems ln Lhe deparLmenL only selllng a comblned LoLal of 7 pleces. 1hese
Lwo classlcauons also boasL Lhe longesL WCP numbers, hampers aL 38 and
shelves aL 18, and Lhe lowesL AWS, hampers aL 0.3 and shelves aL 1.23. CusLomers
are buylng smaller lLems, raLher Lhan large lLems for Lhelr baLhrooms. SLocklng
more smaller lLems and less large lLems would be beneclal Lo Lhe deparLmenL
sales.
11
MERCHANDISING
These courses and projects
provide an opportunity to
research the trends that predict
consumer buying patterns and
how a variety of strategic
merchandising decisions can
separate your organization from
the competition.
12
Megan L. Kimberling
The next pages feature aspects of
an Applied Trend Forecasting nal
project. In the project, our group
designed a new collection for Hot
Topic that targets an older
audience for the Spring/Summer
2014 season.
13
Megan L. Kimberling
Megan L. Kimberling
URBANIZED CBGB
Forgotten Young Adults
Ex-HT Customers
18-29 Market
Young Adults: post-hardcore, pop punk,
electronic dance, metal, hip-hop, and rap
Career Focused
Lenient Spending Behavior
Want Value

URBANIZED CBGB

SPRING/SUMMER 14

June 13, 2013

Megan Kimberling Sydney Jarrett
Alison Baldwin Allie Everdeen
Jade Lambert
URBANIZED CBGB
Punk and Hardcore
Modern Urban Streetwear
Vintage Silhouettes
14
15
Megan L. Kimberling
COLOR STORY
!"#$
%&'()"*
++,-.-+ 0()1$
Starting with a blank slate, white fares into
highlights where it hits the light and dissolves
into nuance and shadow. Partner with
Parchment and Masking Tape to echo the
seasonal statement for layered colour.
+2,32-2 45&!6
It is time to be dramatic, sexy and urban.
Use Black with Granite, Cherry and Petal for
the Documented colour group, across both
menswear and womenswear. Pair with the
almost-black tinted darks as a new way of
layering.
+3,-.-7 8)'1&!()"
A calm and refned green delivering the
essence of nature and becoming a new take
on a core shade. It combines with pales, mid-
tones and darks, and balances energising
orange tones.
+2,9+:; 5&6$ 45<$
Indigo evolves to be less vibrant in a dirty off-
shade which stresses the experimental aspect
of natural dyeing. This colour works across
genders and categories.
+9,++33 &8#)!"1
Soft orange tones take over from the pink coral
hues of previous seasons. There are oranges
at all levels, but look to the pastel apricot for
universal fashion appeal.
+.,+;32 8&8&=&
Part orange and part pink, this tone is
fattering across genders, ages and skin types,
bringing an infusion of warmth without being
overwhelming. It`s a supportive and nourishing
colour.
+7,+937 >&#'&5&
Marsala evolves from the important Terracotta
and Beetroot shades of spring/summer 2014.
This dark red/brown bridges core and fashion
needs across several categories.
+2,;3:- ?)#)@)&*
Viridian recalls super-foods and represents the
beauty of all the tinted darks in this season`s
matrix. It is seen across genders and products
as a fashion substitute for black and navy.
6$= !"5"<#'
'A' +; B5"4&5 !"5"<#C &*&5=')'
!"#$
%&'()"*
++,-.-+ 0()1$
Starting with a blank slate, white fares into
highlights where it hits the light and dissolves
into nuance and shadow. Partner with
Parchment and Masking Tape to echo the
seasonal statement for layered colour.
+2,32-2 45&!6
It is time to be dramatic, sexy and urban.
Use Black with Granite, Cherry and Petal for
the Documented colour group, across both
menswear and womenswear. Pair with the
almost-black tinted darks as a new way of
layering.
+3,-.-7 8)'1&!()"
A calm and refned green delivering the
essence of nature and becoming a new take
on a core shade. It combines with pales, mid-
tones and darks, and balances energising
orange tones.
+2,9+:; 5&6$ 45<$
Indigo evolves to be less vibrant in a dirty off-
shade which stresses the experimental aspect
of natural dyeing. This colour works across
genders and categories.
+9,++33 &8#)!"1
Soft orange tones take over from the pink coral
hues of previous seasons. There are oranges
at all levels, but look to the pastel apricot for
universal fashion appeal.
+.,+;32 8&8&=&
Part orange and part pink, this tone is
fattering across genders, ages and skin types,
bringing an infusion of warmth without being
overwhelming. It`s a supportive and nourishing
colour.
+7,+937 >&#'&5&
Marsala evolves from the important Terracotta
and Beetroot shades of spring/summer 2014.
This dark red/brown bridges core and fashion
needs across several categories.
+2,;3:- ?)#)@)&*
Viridian recalls super-foods and represents the
beauty of all the tinted darks in this season`s
matrix. It is seen across genders and products
as a fashion substitute for black and navy.
6$= !"5"<#'
'A' +; B5"4&5 !"5"<#C &*&5=')'
!"#$ %&'()"*
+$, !"."/#'
!"#$%#& ( )*+,,,,
It is an important season for grey with the
pairing of two shades, Mineral and Lead
forming a grounded foundation for this
season's matrix.
!"#$%#& ( )-+./,.
Lead interact with the brights, and anchors the
neutrals, mid-tones and pastels.
!"#$%#& ( )-+*,00
A fundamental shade and a new way of looking
at black. Coal has hidden depths that transcend
themes and levels, supporting and enhancing
most colours.
!"#$%#& ( )1+,/.-
Playing a central role in this season, Chartreuse can
be seen as a rich natural top note to the grounded
side of the matrix, or as a complex bottom note to
the vivid, layered brights.
!"#$%#& ( )/+0...
Diode Pink is a pure blast of energy. It reads
simultaneously as a hi-tech vehicle and as an
interesting highlight for autumnal neutrals.
!"#$%#& ( )/+.-*2
Serving as a great fashion partner to Diode Pink,
Electric Blue suggests a level of confidence in the
blues across all product categories.
!"#$%#& ( )/+)222
Deep and energetic, Crimson is one of several winter
reds in the matrix. Layer with darks or bruised purple
mid-tones for pure sophistication.
!"#$%#& ( )1+).0/
A stable, warm neutral that works well across
genders. Used alone, it feels luxurious and
confident. Dark Camel brings a clean refinement
to combinations of pastels, mid-tones, or darks.
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
WHITE C
DARKS
PANTONE
425 C
PANTONE
411 C
PANTONE
560 C
PANTONE
7463 C
PANTONE
BLACK C
PANTONE
438 C
PANTONE
533 C
PANTONE
7562 C
MID-TONES
PANTONE
7625 C
PANTONE
1805 C
PANTONE
556 C
PANTONE
7475 C
PANTONE
7669 C
PANTONE
9240 C
PANTONE
9224 C
PANTONE
9186 C
PANTONE
537 C
PANTONE
5315 C
PASTELS
PANTONE
472 C
PANTONE
707 C
PANTONE
9161 C
PANTONE
9583 C
PANTONE
7537 C
PANTONE
7681 C
PANTONE
435 C
PANTONE
7412 C
PANTONE
491 C
PANTONE
7529 C
PANTONE
7497 C
PANTONE
432 C
PANTONE
5215 C
BRIGHTS
PANTONE
150 C
PANTONE
170 C
PANTONE
601 C
PANTONE
366 C
PANTONE
285 C
PANTONE
219 C
PANTONE
714 C
PANTONE
1795 C
PANTONE
106 C
PANTONE
3268 C
PANTONE
7685 C
PANTONE
7655 C
MONO-
CHROMES
PANTONE COATED X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
METALLICS
PANTONE
8045 C
PANTONE
8160 C
!"#$%#& ( )%"$&* +"$,-.
/0/ 12 34%5"4 )%4%6,7 "#"48/-/
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
KISS

Madonnas
Lipstick
Close, But
No Cigar
The
Ramones
Grey
St.
COLOR STORY
!"#$ %&'()"*
++,-.-+ 0()1$
Starting with a blank slate, white fares into
highlights where it hits the light and dissolves
into nuance and shadow. Partner with
Parchment and Masking Tape to echo the
seasonal statement for layered colour.
+2,32-2 45&!6
It is time to be dramatic, sexy and urban.
Use Black with Granite, Cherry and Petal for
the Documented colour group, across both
menswear and womenswear. Pair with the
almost-black tinted darks as a new way of
layering.
+3,-.-7 8)'1&!()"
A calm and refned green delivering the
essence of nature and becoming a new take
on a core shade. It combines with pales, mid-
tones and darks, and balances energising
orange tones.
+2,9+:; 5&6$ 45<$
Indigo evolves to be less vibrant in a dirty off-
shade which stresses the experimental aspect
of natural dyeing. This colour works across
genders and categories.
+9,++33 &8#)!"1
Soft orange tones take over from the pink coral
hues of previous seasons. There are oranges
at all levels, but look to the pastel apricot for
universal fashion appeal.
+.,+;32 8&8&=&
Part orange and part pink, this tone is
fattering across genders, ages and skin types,
bringing an infusion of warmth without being
overwhelming. It`s a supportive and nourishing
colour.
+7,+937 >&#'&5&
Marsala evolves from the important Terracotta
and Beetroot shades of spring/summer 2014.
This dark red/brown bridges core and fashion
needs across several categories.
+2,;3:- ?)#)@)&*
Viridian recalls super-foods and represents the
beauty of all the tinted darks in this season`s
matrix. It is seen across genders and products
as a fashion substitute for black and navy.
6$= !"5"<#'
'A' +; B5"4&5 !"5"<#C &*&5=')'
!"#$ %&'()"*
++,-.-+ 0()1$
Starting with a blank slate, white fares into
highlights where it hits the light and dissolves
into nuance and shadow. Partner with
Parchment and Masking Tape to echo the
seasonal statement for layered colour.
+2,32-2 45&!6
It is time to be dramatic, sexy and urban.
Use Black with Granite, Cherry and Petal for
the Documented colour group, across both
menswear and womenswear. Pair with the
almost-black tinted darks as a new way of
layering.
+3,-.-7 8)'1&!()"
A calm and refned green delivering the
essence of nature and becoming a new take
on a core shade. It combines with pales, mid-
tones and darks, and balances energising
orange tones.
+2,9+:; 5&6$ 45<$
Indigo evolves to be less vibrant in a dirty off-
shade which stresses the experimental aspect
of natural dyeing. This colour works across
genders and categories.
+9,++33 &8#)!"1
Soft orange tones take over from the pink coral
hues of previous seasons. There are oranges
at all levels, but look to the pastel apricot for
universal fashion appeal.
+.,+;32 8&8&=&
Part orange and part pink, this tone is
fattering across genders, ages and skin types,
bringing an infusion of warmth without being
overwhelming. It`s a supportive and nourishing
colour.
+7,+937 >&#'&5&
Marsala evolves from the important Terracotta
and Beetroot shades of spring/summer 2014.
This dark red/brown bridges core and fashion
needs across several categories.
+2,;3:- ?)#)@)&*
Viridian recalls super-foods and represents the
beauty of all the tinted darks in this season`s
matrix. It is seen across genders and products
as a fashion substitute for black and navy.
6$= !"5"<#'
'A' +; B5"4&5 !"5"<#C &*&5=')'
!"#$ %&'()"*
+$, !"."/#'
!"#$%#& ( )*+,,,,
It is an important season for grey with the
pairing of two shades, Mineral and Lead
forming a grounded foundation for this
season's matrix.
!"#$%#& ( )-+./,.
Lead interact with the brights, and anchors the
neutrals, mid-tones and pastels.
!"#$%#& ( )-+*,00
A fundamental shade and a new way of looking
at black. Coal has hidden depths that transcend
themes and levels, supporting and enhancing
most colours.
!"#$%#& ( )1+,/.-
Playing a central role in this season, Chartreuse can
be seen as a rich natural top note to the grounded
side of the matrix, or as a complex bottom note to
the vivid, layered brights.
!"#$%#& ( )/+0...
Diode Pink is a pure blast of energy. It reads
simultaneously as a hi-tech vehicle and as an
interesting highlight for autumnal neutrals.
!"#$%#& ( )/+.-*2
Serving as a great fashion partner to Diode Pink,
Electric Blue suggests a level of confidence in the
blues across all product categories.
!"#$%#& ( )/+)222
Deep and energetic, Crimson is one of several winter
reds in the matrix. Layer with darks or bruised purple
mid-tones for pure sophistication.
!"#$%#& ( )1+).0/
A stable, warm neutral that works well across
genders. Used alone, it feels luxurious and
confident. Dark Camel brings a clean refinement
to combinations of pastels, mid-tones, or darks.
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
WHITE C
DARKS
PANTONE
425 C
PANTONE
411 C
PANTONE
560 C
PANTONE
7463 C
PANTONE
BLACK C
PANTONE
438 C
PANTONE
533 C
PANTONE
7562 C
MID-TONES
PANTONE
7625 C
PANTONE
1805 C
PANTONE
556 C
PANTONE
7475 C
PANTONE
7669 C
PANTONE
9240 C
PANTONE
9224 C
PANTONE
9186 C
PANTONE
537 C
PANTONE
5315 C
PASTELS
PANTONE
472 C
PANTONE
707 C
PANTONE
9161 C
PANTONE
9583 C
PANTONE
7537 C
PANTONE
7681 C
PANTONE
435 C
PANTONE
7412 C
PANTONE
491 C
PANTONE
7529 C
PANTONE
7497 C
PANTONE
432 C
PANTONE
5215 C
BRIGHTS
PANTONE
150 C
PANTONE
170 C
PANTONE
601 C
PANTONE
366 C
PANTONE
285 C
PANTONE
219 C
PANTONE
714 C
PANTONE
1795 C
PANTONE
106 C
PANTONE
3268 C
PANTONE
7685 C
PANTONE
7655 C
MONO-
CHROMES
PANTONE COATED X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
METALLICS
PANTONE
8045 C
PANTONE
8160 C
!"#$%#& ( )%"$&* +"$,-.
/0/ 12 34%5"4 )%4%6,7 "#"48/-/
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
NEUTRALS BRGHTS
SATURATED
MD-TONES
SOFT
MD-TONES DARKS PASTELS
GREY
ORANGE/
BROWN
RED
YELLOW/
GREEN
GREEN/
BLUE
BLUE
PNK/
PURPLE
PANTONE
172C
PANTONE
7405C
PANTONE
347C
PANTONE
7461C
PANTONE
674C
PANTONE
9285C
PANTONE
1795C
PANTONE
124C
PANTONE
441C
PANTONE
7456C
PANTONE
7655C
PANTONE
425C
PANTONE
4645C
PANTONE
9080C
PANTONE
9083C
PANTONE
9183C
PANTONE
480C
PANTONE
614C
PANTONE
624C
PANTONE
7670C
PANTONE
664C
PANTONE
9021C
PANTONE
111C
PANTONE
5487C
PANTONE
9381C
PANTONE
5215C
PANTONE
417C
PANTONE
7545C
PANTONE
2757C
PANTONE
7639C
PANTONE
423C
PANTONE
158C
PANTONE
7619C
PANTONE
7736C
PANTONE
7470C
PANTONE
533C
PANTONE
222C
PANTONE
469C
PANTONE
7620C
PANTONE
7463C
PANTONE
4625C
PANTONE
1815C
PANTONE
7510C
PANTONE
7587C
PANTONE
7618C
PANTONE
504C
!"# %&"%' #()* (+,-.+ /,+,0123,.456 7.4189
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS DARKS MID-TONES PASTELS BRIGHTS
MONO-
CHROMES
CW-0201585
CW-0201500 CW-0202209 CW-0201498 CW-0301062 CW-0301054
CW-0303471
CW-0400571
CW-0503567
CW-0201602 CW-0200223
CW-1100086
CW-0700536
CW-1000180 CW-0303044
CW-0200377 CW-0201587
CW-0100405 CW-0800375 CW-0801582 CW- 0902920 CW-0101094 CW-0100213
CW-0500708 CW-0503658 CW-0400212
CW-0401977
CW-0503685 CW-0503448
CW-0402756 CW-0400287 CW-1200318 CW-0300484
CW-0902952 CW-1101001 CW-0501079 CW-0902942
CW-0800210
CW-1100144
CW-0902961 CW-0905704 CW-0903114 CW-0903507 CW-0903526
COLORWALL X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
!"#"$%&##' )&*$+,
-.- /0 1#"2&# !"#"3$4 &5&#6-+-
Art At Night
COLOR STORY
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS
PANTONE
11-0601
DARKS
PANTONE
18-0403
PANTONE
19-1213
PANTONE
19-5320
PANTONE
19-4125
PANTONE
19-3909
PANTONE
19-1619
PANTONE
19-4024
PANTONE
16-0920
MID-TONES
PANTONE
17-1456
PANTONE
18-1652
PANTONE
16-6216
PANTONE
18-5610
PANTONE
18-3833
PANTONE
11-1305
PANTONE
11-0105
PANTONE
13-0905
PANTONE
13-4111
PANTONE
13-4108
PASTELS
PANTONE
14-1133
PANTONE
14-1513
PANTONE
12-0806
PANTONE
13-0608
PANTONE
15-5704
PANTONE
15-4020
PANTONE
15-2706
PANTONE
16-1150
PANTONE
18-1438
PANTONE
16-1133
PANTONE
17-0618
PANTONE
19-4220
PANTONE
17-1605
BRIGHTS
PANTONE
14-1050
PANTONE
16-1539
PANTONE
12-0740
PANTONE
13-0442
PANTONE
18-4247
PANTONE
18-2436
PANTONE
15-1160
PANTONE
18-1763
PANTONE
12-0752
PANTONE
16-5421
PANTONE
19-4053
PANTONE
18-3224
MONO-
CHROMES
X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
PANTONE TPX/TCX
!"#$%#& ( $!)*$+) ,"$-.)
/*/ 01 23%4"3 +%3%5-6 "#"37/./
NEUTRALS BRGHTS
SATURATED
MD-TONES
SOFT
MD-TONES DARKS PASTELS
GREY
ORANGE/
BROWN
RED
YELLOW/
GREEN
GREEN/
BLUE
BLUE
PNK/
PURPLE
PANTONE
172C
PANTONE
7405C
PANTONE
347C
PANTONE
7461C
PANTONE
674C
PANTONE
9285C
PANTONE
1795C
PANTONE
124C
PANTONE
441C
PANTONE
7456C
PANTONE
7655C
PANTONE
425C
PANTONE
4645C
PANTONE
9080C
PANTONE
9083C
PANTONE
9183C
PANTONE
480C
PANTONE
614C
PANTONE
624C
PANTONE
7670C
PANTONE
664C
PANTONE
9021C
PANTONE
111C
PANTONE
5487C
PANTONE
9381C
PANTONE
5215C
PANTONE
417C
PANTONE
7545C
PANTONE
2757C
PANTONE
7639C
PANTONE
423C
PANTONE
158C
PANTONE
7619C
PANTONE
7736C
PANTONE
7470C
PANTONE
533C
PANTONE
222C
PANTONE
469C
PANTONE
7620C
PANTONE
7463C
PANTONE
4625C
PANTONE
1815C
PANTONE
7510C
PANTONE
7587C
PANTONE
7618C
PANTONE
504C
!"# %&"%' #()* (+,-.+ /,+,0123,.456 7.4189
ORANGES
REDS
YELLOWS
YELLOW/
GREENS
GREEN/
BLUES
BLUES
PURPLES
NEUTRALS DARKS MID-TONES PASTELS BRIGHTS
MONO-
CHROMES
CW-0201585
CW-0201500 CW-0202209 CW-0201498 CW-0301062 CW-0301054
CW-0303471
CW-0400571
CW-0503567
CW-0201602 CW-0200223
CW-1100086
CW-0700536
CW-1000180 CW-0303044
CW-0200377 CW-0201587
CW-0100405 CW-0800375 CW-0801582 CW- 0902920 CW-0101094 CW-0100213
CW-0500708 CW-0503658 CW-0400212
CW-0401977
CW-0503685 CW-0503448
CW-0402756 CW-0400287 CW-1200318 CW-0300484
CW-0902952 CW-1101001 CW-0501079 CW-0902942
CW-0800210
CW-1100144
CW-0902961 CW-0905704 CW-0903114 CW-0903507 CW-0903526
COLORWALL X I R T A M
S/S 15 GLOBAL COLOUR: ANALYSIS
!"#"$%&##' )&*$+,
-.- /0 1#"2&# !"#"3$4 &5&#6-+-
Passion
Pit
Green
Day
Everyday Is
Halloween
Blue
October
To The
Sky
Megan L. Kimberling
16
URBANIZED CBGB
Sleek
Clean
Dark
Geometric Patterns
Music Inspired
Good vs. Evil
Life vs. Death
Love vs. Hate
GUYS
Dark, Rich Colors
Patterns, Shapes
Masculine Fit
Sleek Lines
Clean Cuts
Head-To-Toe Looks
GUYS
Megan L. Kimberling
MARKETING
Potential target markets are
researched and dened. These
consumer insights and knowledge,
as they pertain to the retail
business environment, are used to
create the appropriate marketing
and branding strategies designed to
be successful in a competitive
marketplace.
17
Megan L. Kimberling
The following are pages from the
Promotions In The Merchandise
Environment marketing strategy
for the ctitious pinup accessories
company, Curves & Cat Eyes.

18
Megan L. Kimberling
Kimberling 17
Comparison of Brands
Curves & Cat Eyes and Three Competitor Brands

Curves & Cat
Eyes
Pinup Girl
Clothing
Unique Vintage Jessica Louise
POPs
Vintage and Retro Wear
Specialty Store
Superior Customer Service
PODs
Unique and
Exclusive Items,
Only
Accessories,
High Quality

Private Brand
Accessories and
Clothing
Large Variety of
Accessories and
Clothing
Made-to-Order,
Alternative and
Pinup Styles
Visual
Presentation



Red, White,
Black, Open
and Organized,
Cheerful, Sexy

Pink, White,
Black, Bright and
Clean,
Organized Well

Bright and Fun,
Clean and
Organized

Clean and
Organized,
Bright and
Cheerful
Target
Customer
Women, 18-39,
Caucasian
Misses and Plus,
18-35,
Caucasian
Misses and Plus,
14-30,
Caucasian
Misses and Plus,
18-35,
Caucasian
Merchandise
Mix
Hair pins and
bows,
fascinators,
earrings,
plugs/gauges,
necklaces,
bracelets, rings,
eyewear,
scarves
Dresses,
separates, swim,
shoes, bags,
accessories,
mens, lingerie,
outerwear
Separates,
occasion, prom,
wedding, swim,
casual, flapper,
accessories,
gifts, shoes,
mens
Hoodies,
dresses, tops,
accessories,
bags, costumes
Uniqueness of
Product
Offering
Variety,
Handmade,
Limited Edition,
Local Designers,
Collaborations
Private House
Brands, Made in
US
Prom and
Wedding
Dresses, Retro
Wear
Handmade, Alt.
Fashion
Customer
Service
Superior: Warm,
Knowledgeable,
Helpful
Excellent:
Helpful,
Knowledgeable,
Friendly
Great: Helpful,
Friendly
Superior:
Friendly, Helpful,
Knowledgeable
Media Analysis
Advertising, PR,
Events, Social
Media,
Advertising, PR,
Events, Social
Media
Advertising, PR,
Social Media
Advertising, PR,
Social Media
Pricing $15-$300 $5-$280 $20-$1,900 $3-$95
Kimberling 25
Design Elements

Logo

Slogan


Look at you.


Colors


Black, Red, White. Polka Dots used, as well.


Graphics


Cat Eye Sunglasses

Kimberling 28
I MC Message St rat egy
Chart
Kimberling 22
Creative Brief
Client: Curves & Cat Eyes

Project: Promotional Campaign for Curves & Cat Eyes, Including Grand
Opening Special Event

Objective: Inform the audience of the new brick and mortar store, web
site, product lines, and designers for Curves & Cat Eyes.

Persuade the audience to visit the web site, social media
accounts, and the Grand Opening of the brick and mortar
store.

Remind the audience of the unique products online and in the
store, as well as designer collaborations occurring monthly.

Target
Audience:
Young females who are up on the vintage and pinup trends in
fashion and those who live the pinup, vintage, and rockabilly
lifestyles. Women who want to be unique; those who feel
special knowing they have a limited edition piece of jewelry or
hat. Females who will spend the extra money in order to gain
the unique accessory of limited production.

Message
Theme:
Curves & Cat Eyes is a new company dedicated to supply
women with limited productions, unique designs, and
specialized accessories for the pinup, vintage, and rockabilly
lifestyles. Our designs and products are meant to make women
feel special and one-of-a-kind, in Old Hollywood Glamour.

Constraints: All advertisements must contain the Curves & Cat Eyes logo.
However, logos and names of brands carried at Curves & Cat
Eyes must have permission to be used.





19
20
Megan L. Kimberling
Kimberling 32

Megan L. Kimberling
Kimberling 35

Curves & Cat Eyes
12234 Cadillac Dr.
Long Beach, CA 90803
USA
POST
U
S
A

P
O
S
T

Kimberling 34
21
Megan L. Kimberling
BUSINESS MANAGEMENT
The business administration courses
are designed to prepare for the
responsibilities, skills, and challenges
required of todays leaders. Emphasis
is placed on how to be proactive to
changes in the marketplace, develop
and implement strategies to
accomplish goals, and exceed
expectations in a team environment.
22
Megan L. Kimberling
The following pages feature
pieces of a business plan for a
jazz club located in Long Beach,
California. It is very likely this
club will become a reality.
23
24
Megan L. Kimberling
24




14
Mission Statement





The mission of Em Nocturne is to provide a
sanctuary for our customer that embraces art,
talent, and passion, and to continuously
support local arts programs in order to
nurture the love for jazz within our society.





15
SWOT Analysis




Strengths

Live Jazz
Passionate Owner
Unique Menu
Inviting and Cocooning
Atmosphere
Superior Customer Service
Great Location for Target Market
Plenty of Parking (Fee)
Weaknesses

New to the Area
No Clientele Base
Must Have a Strong Marketing
Strategy




Opportunities

Cajun and Creole Menu, Only
One in Downtown LB
Only Live Modern and Popular
Jazz Club in Downtown LB
Destination Spot for LA
Customers
Hotel and Convention Center
Guest Clientele

Threats

Neighboring Restaurants
Neighboring Bars
Competing for Talent
Parking (Fee) and Mass Transit



Megan L. Kimberling
25




47

"##$ %&$'()& *+)&,,&-. %&$'()&
/-'(.(-0 *-'($#-1&-.
233 "4..(-0 *-'($#-1&-.
5#6 7#8. "$&1(41 7#8.
9(0: ;4<,(.=
5#6 ;4<,(.=
26
Megan L. Kimberling
26




26
Setting the cover charges solely depends on the talent for the night. If there is a popular
musician booked for a night other than Saturday, the cover prices will reflect the musician. The
cover charge is not supposed to be expensive, but it is a way for the door to make money on the
people in the club, and to pay the talent for their performances.

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
No Live
Music
No Live
Music
Jam
Session
Local &
Emerging
Talent
Popular &
Touring
Talent
Popular &
Touring
Talent
Big Name
Talent
No Cover No Cover $5 Cover $10 Cover
Minimum
$10 Cover
Minimum
$10 Cover
$15-25
Cover




29
Example Calendar


Sunday Monday Tuesday Wednesday Thursday Friday Saturday
1 2 3 4 5
Jam Session
featuring Dan
Schnelle
LA Rising Star
with House Band
Jamire Williams Taylor Eigsti
Ambrose
Akinmusire
6 7 8 9 10 11 12
Sunday Special
MK's Vinyl
Collection
Jam Session
featuring
Hamilton Price
LA Rising Star
with House Band
Danny Janklow Gretchen Parlato Josh Nelson
13 14 15 16 17 18 19
Sunday Special
MK's Vinyl
Collection
Jam Session
featuring Nick
Mancini
LA Rising Star
with House Band
Anthony Wilson Joshua White Ben Williams
20 21 22 23 24 25 26
Sunday Special
MK's Vinyl
Collection
Jam Session
featuring Afton
Hefley
LA Rising Star
with House Band
Next Collective Justin Brown Gerald Clayton
27 28 29 30 31
Sunday Special
MK's Vinyl
Collection
Jam Session
featuring Danny
Janklow
LA Rising Star
with House Band
October 2013
Notes:
Megan L. Kimberling
27




30
Menus

Small Bites
Po-Boy Sliders
9
Fried Shrimp or Catfish
Red Beans & Rice
8
With Andouille Sausage
Gumbo
11
Chicken and Sausage or Seafood
With White Rice
Shrimp Creole
13
Served over White Rice
Jambalaya
14
Cajun Style Rice with Andouille Sausage
Choose Chicken or Shrimp
Crawfish Bisque
9
Classic.




31


Sunday Special
Po-Boy
13
Fried shrimp or catfish on fresh French bread
Served with French Fries or Hushpuppies
Crawfish Etouffee
16
Served over White Rice
Crab Cakes
14
Eggs, Cooked to Order
Sweet Potato Hash




32

Dessert
Beignets
8
French Doughnut
Dusted with Powdered Sugar
Banana Cream Pie
8
The Perfect Pie in a Flakey Crust
Topped with Secret Whipped Cream
Bread Pudding
8
Warm and Gooey
Tastes Like Gramma's.




33

Drinks
Noctini
10
Gin, Three Olives, Grenadine
Em Julep
10
Mint, Agave, Bourbon
Cherry Sidecar
13
VSQ Brandy, Lemon Juice,
Fruit Lab Orange Liqour, Agave
Tom Collins
10
Gin, Lime, Sode, Agave
Brown Derby
11
Bourbon, Grapefruit Juice, Honey
Moscow Mule
12
Vodka, Ginger Beer, Lime
Ask About Our Beer On Tap, As They Change Frequently
1217 Cedar Ave | Apt 14 | Long Beach, CA 90813
megankimberling@gmail.com | 509-715-9721

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