eautifuleyes,

For beautiful ey
k for the good
look for the goo
n others; for
in others; for
eautiful lips,
beautiful lips
ak only words
speak only wor
kindness; and
of kindness; and
r poise, walk
poise, walk wit
h the knowledge
the knowledge th
t you are never
you are never
alone.
drawing by: okalinichenko

MYLEKA GANTT
PORTFOLIO
[email protected]
 Myleka Gantt Career Objective
707.290.1293 - dreamsofvanguard.com -
Aldie,VA
Target-oriented and personable sales advisor with success
in achieving and exceeding periodic sales target; To apply the
knowledge acquired through the pursuit of my bachelors
degree program in Fashion Retail Management and also gain the
opportunity to work for a company who values their employees

Experience
Education
S a l e s A d v i s o r H & M , S t e r l i n g , VA 5 / 2 0 1 6 t o 4 / 2 0 1 7

Art Institute of Pittsburgh, PA, Worked as part-time dedicated Sales Advisor who can identied and

maximize complex seller/buyer opportunities and provided excellent

B.S. Fashion Marketing & Management
customer service so H&M shoppers to maximize prots for end of day

prot and selling goals.

Skills & Strengths Stocking, folding, replenising , and displaying merchandise in the store

Organized the sales oor into departments that created greater

Excellent Communication Skills efciency

Cash/Credit Transactions Solved customers queries and product related problems

Market Trend Knowledge Proved an ability to effectively work with team members to ensure
maintenance of selling oors, cash points, and tting rooms.
Team Player
Focused on building brand and customer relationship by efciently
Able to Multi-task
following up on leads and converting them into buying opportunities
Up-Selling/ Cross Selling for H&M and the H&M shopper.

Natural Leader Photoshop/InDesign/Illustrator Indulged in suggestive selling techniques in a bid to increase sales.

Pricing Analysis Assisted customers in making purchasing decisions and led them
through the payment procedures.
MS Office
Educated customers regarding after-sales services, return and store
Merchandising
policies, and ways of obtaining them.
Attentive to Detail
Cultivated a customer-focused shopping environment by greeting
Customer Oriented and responding to all customers in a friendly manner.

Sales Process Management Operated a cash register for cash, check and credit card transactions
with 100% accuracy.
 MR. BLAKE K. NORDSTROM
PRESIDENT/ NORDSTROM, INC.
1617 6TH AVE. SEATTLE, WA 98101

October 5, 2017

Dear Mr. Blake Nordstrom,

707-290-1293. [email protected]. MYLEKAGANTTPORTFOLIO.COM

I am writing to express my interest in the Retail

Management internship program position advertised
on the Nordstrom student Career website. Throughout
my professional life, I have always had a deep passion
for establishing brand/customer relationships and

41498 HORSE TERRACE, ALDIE, VIRGINIA, USA 20105

providing customers the highest possible customer
service.

I am currently enrolled in a Bachelors degree program

for Fashion Marketing and Management at the Art
Institute of Pittsburg-Online Division. Through my
degree program, Ive been introduced to writing
business plans, marketing plans, strategic advertising
plans, promotion plans, SWOT analysis, brand
marketing, consumer behavior, and human resources
management.

While my degree program has allowed me to better

understand target audience buying patterns, and
trends related to the fashion industries and other
industries related to fashion; My experience with
working in retail has allowed me to take on the position
of leading and motivating my team to provide quality
customer service. Moreover, when the opportunity
presented itself I ensured that I was available to
answer any technical questions to ensure our
customers felt well attended to. Working in any team
environment, I realize the importance of taking prime
opportunities to lead, understand when to follow, and
respecting the insights of others.

Given the opportunity, Im condent in my ability to

contribute to the success of the Nordstrom brand. My
resume is enclosed for your review and I look forward
to the opportunity to interview. Thank you for your
time and consideration.

Best Regards,

Myleka Gantt
 03

BUSINESS CARD AND LOGO

fRONT AND BACK
 04

SELF-BRANDING
WEBPAGE
 05

About Me
self promotion page
Strengths
Effective communicator and able to tailor my messages to suit the
circumstances.
Excellent Decision-making skills- Before making decisions I seek out
multiple viewpoints and accurately gauge the probable outcomes of
potential decisions and then advocate for a particular decision.
Able to build strong relationships from building a rapport to long-term
relationships
Past work experience has allowed me to work with people from all
walks of life, personalities, and different cultural norms. Because of this
I can adapt to any type of social environment but it has also given me
insight into peoples motivations and behaviors.

Opportunities
With an openness to acquire new information in a new field I have
opportunities to develop the hard and soft kills I currently have and
the ability to develop new skills.
Another opportunity that I have is that I can use mobile and social
media trends to connect with other professionals within the field to
acquire more knowledge of the field.

by Myleka Gantt
 06

Expertise
hard and soft skills
The fashion industry is a very competitive field and in order to become
successful, you must have the talent, creativity, skills and ability it
takes to do the job.

Working Knowledge of Excellent Problem-Solving

Adobe CS6 Photoshop skills
Proficient in Adobe CS6 Natural leader
Illustrator
Customer Oriented
Proficient in Adobe
Extremely productive
InDesign
in high volume, high
Proficient in Microsoft stressenvironments
Excel
Attentive to Detail
Proficient in Microsoft
Great Sense of Style
Word
Market Trend Knowledge
Proficient in Microsoft
PowerPoint Cash/Credit Transactions
Excellent Time Merchandising
Management
Pricing Analysis
Sales Process
Management Exceptional sales,
convincing, and
Able to effectively and communication skills
efficiently multi-task
Knowledge of building
Up-selling and Cross Marketing and Promotion
department selling Plans through degree
program
Deadline orientated

myleka gantt portfolio

 Retail
store Plan
Store layout plays an important role in
enhancing your brand by creating a memorable
customer experience. In order for you to make

Mission Statement
In times where brand image is most important, Vanguard aims to become known as
a one-stop fashion boutique selling women and mens clothing at great prices, even
better quality, and excellent customer service.

Strategy
The Overall strategy for Vanguard is to increase brand presence and brand
recognition to the target audience and to the global fashion community. To increase
sales and brand awareness by successfully utilizing social media for marketing and
advertisements and also to become a brand recognized for its high quality, diverse
product range, and excellent customer service.

The
Budget
Start-up budget: $250,000 | Start-up Expenses : $53,750

myleka gantt portfolio

 08

DEMOGRAPHICS
ABOUT THE LOCATION

Cherry Creek area is one of the most affluent neighborhoods in Denver

The Cherry Creek/Denver neighborhood has a large populations of
2,437,312 and 974,199 households.
The Denver/Cherry Creek population is very diverse which is made up
of 83 % Caucasians, 1.8 % African American, 0.3 American Indians, 9.6
Asians, and 0.1% Native Hawaiian or Pacific Islander, 7.6 Hispanic or
Latino, and 2.5% two or more races
The average income of the Cherry Creek population is $79,164
12.8% of the Cherry creek population have obtained a professional
degree and 26.7% of the Cherry Creek population have obtained a
Masters degree, 64.8% of the cherry Creek population have obtained a

bachelors degree,

 09

POSITIONING OF VANGUARD

Tactical Evaluation
Since Vanguard will be located in the Cherry Creek Business and shopping
district of Denver, CO, I will most likely utilize the foot traffic created
by being located directly next to my competitors such as H&M, Macys,
Neiman Marcus, and several other stores with already establish brand
presence. Although I would benefit from my competitors marketing and
advertisements since I will be in close proximity to them, I will still run my
advertisements and promotions in the Glendale Cherry Creek Chronicle.
I will also utilize Facebook and Google Ads to advertise Vanguards ads,
promotions, and store sales to my target audience.

Human and Capital Allocation and IMC Plan Evaluation

As store owner, I would solely be responsible for advertising and marketing.
Also as store owner, of this all of the wages and capitals of my staff and my
business are reliant on how competent I am with my business. Being that
Vanguard is starting off as a small boutique, the minimum amount of store
employees per day will be two on slow days and four employees at peak
times and days. Daily cash startup for registers would be $300 along with a
safe deposit box of $5,000
Vanguards IMC plan success will be measured off the sales records and
brand awareness that Vanguard acquires after a year of being in business.
Vanguards IMC plan success will also be based on how well I am able to
market to my audience and the success will also be determined by analyzing

Vanguards sales reports.

POSITIONING OF VANGUARD
 11

TAR G E T
AU D I E N C E
THE VANGUARD WOMAN

Target Audience who are confident, well sites such as Facebook

organized, and often eager and twitter to connect with
Vanguards target audience potential customers and
to try new brands.
is women between the ages share Vanguards products,
of 18-35 who are extremely Vanguard customers also promotions, styling tips, and
fashion conscious and enjoy socializing, shopping, also to convey to the audience
conscious of the latest fashion and looking as though that Vanguard will constantly
runway trends. Vanguards theyve acquired clothing offer high quality fashion
target audience are educated right off the runway products and great customer
working women, who tend to although the cost is much service.
value clothing that is of high more inexpensive.
quality and affordable prices.
Vanguard customers
Psychographics want to be perceived as
successful and established

\
Vanguard customers are
also motivated by being
able to express themselves
physically, mentally, or Marketing THE
emotionally especially AUDIENCE
self-expression through
how they dress.
Many of Vanguards Vanguard intends to
customers are college successfully reach this target
students or professionals market utilizing social media
 12

ORGANIZATIONAL WORK FLOW

 13

WORKS CITED

250 Columbine St.Cityfeet.com. N.p., n.d. Web. 13 Nov. 2013. <http://www.cityfeet.

com/cont/ForLease/LN18299291/250-Columbine-Street-Denver- CO-80206>.

Fashion Target Market - Zara Retailer. Google Sites, sites.google.com/site/zararetailer/

fashion-target-market.

IMC Checklist from web Dec. 7, 2013 http://threadcontent.next.ecollege.com/pub/

content/eb18eda4-ade9-4105-ae38-1e3ceabb0172/AI_FRM110_W5_A1_G1.pdf

Metro Denver.Metro Denver EDC RSS. N.p., n.d. Web. 13 Nov. 2013. <http://www.
metrodenver.org/demographics-communities/demographics/income.html>.
Retail Store Operations Courses | Training to Improve Retail Results.Retail Training
Services. N.p., n.d. Web. 04 Dec. 2013. <http://retailertrainingservices.com/operations/>.

stock.adobe.com, stock.adobe.com/search?filters%5Bcontent_type%3Aphoto%5D=1&-
filters%5Bcontent_type%3Aillustration%5D=1&filters%5Bcontent_type%3Azip_vec-
tor%5D=1&filters%5Bcontent_type%3Avideo%5D=1&filters%5Bcontent_type%3Atem-
plate%5D=1&filters%5Bcontent_type%3A3d%5D=1&filters%5Binclude_stock_enter-
prise%5D=0&filters%5Bis_editorial%5D=0&safe_search=1&k=fashion%2Bdrawinh%2B&search_
page=1&acp=&aco=fashion%2Bdrawinh%2B.

Time, Forest. Description of the Duties of a Store Owner.Small Business. N.p., n.d. Web. 04 Dec.

2013.<http://smallbusiness.chron.com/description-duties-store-owner-37238 html>.
 PRODUCT
DEVELOPMENT
Store layout plays an important role in
enhancing your brand by creating a memorable
customer experience. In order for you to make

Product Development Project

Overview:
Companies operating in todays competitive markets are compelled to develop

successful new products in order to ensure the companies survival and growth.
For this project, we were tasked with developing a new Denim and T-shirt line for
the retailer GAP Inc and also a Tech pack with buying orders for both the denim
and T-shirt line. Before creating the product line for this project, research into the
current market, current market trends, consumer behavior and their preferences
for new product was conducted to determine how these aspects would affect the
development of Gaps Denim and T-shirt line. Denim is always going through an
ongoing transformation between seasons, styles, and colors; while the essential t-shirt
look for Gaps target audience is one that is mostly comfort and style.

myleka gantt portfolio

 15

IN SPIRATION BOARDS
Collection
INSPIRATIONS BOARDS ARENT JUST A COLLECTION OF BEAUTIFUL
IMAGES BUT IMPORTANT STEPS IN THE CREATIVE PROCESS
 16

IN SPIRATION BOARDS

NOT ONLY ARE INSPIRATION BOARDS USED TO HIGHLIGHT TRENDS AND STYLES,
BUT THEY PLAY IN IMPORTANT ROLE OF COMPILATING INSPIRATIONAL ELE-
MENTS SO THAT DESIGNERS CAN FLESH OUT IDEAS AT THE BEGINNING OF A
PROJECT
 LINE PLAN
Collection
18
19
 20

M E C H AN D I S E
C AL E N DAR
s/s 2017
February 1, 2017
concept pitch/ and merchandise February 4, 2017
development
Team meets to develop sketches and February 5-21
design ideas
Team develops more design ideas February 22-28
Fabric plan is created with chosen trims March 3
and fabrics
Fabric and trim choices are chosen and March 6
sourced
Fabric choices, trims, silhouettes are March 15
given to designer
Product samples are created March 20
Fabric inspection takes place March 22
Fabric inspection results March 29
Shipment sample is dispatched April 5
Shipment samples are recieved April 9
Samples are reviewed for changes and April 11-21
adjustments
Final garments are then produced April 26
based on changes necessary
Garment production begins April 29-May 29
Quality control and packaging begin June 6
Garments are sent to distribution center June 9
Distribution center recieve shipments June 13-17
Truck and other logistic deliveries begin June 21
Merchandise is sent to store locations June 23
 Floor plan
and Display
project
Store Concept
Vanguards store concept is one with clean lines and minimalist look. Each of the
pieces within our store encompass the styles and influences from across the globe,
the catwalk, social media, and the hottest celebrities and weve worked hard to bring
them to our customers.

Customer Profile
The target customer for Vanguard boutique are women ages between 25-48, with
mid-range income and work in an occupation where fashion and looking great is
one of their top priorities. Our customers are usually busy people and are often
price-conscious but sensitive to the latest fashion trends.

Target Audience:
Gender: Female
Age: 25-48 years old
Marital Status: Single, Married
Education: College Graduate
Income: $60,000- $75,000
Family Size: 1-4 people
Ethnicity: All Races
Location: Major Cities and suburbs

myleka gantt
 22

Floor Plan Layout

the rationale
Open Layout of the store is meant to easily lead customer from the entrance
of the store to other areas of departments within the retail space. This floor
plan is also meant to allow customers to be immediately greeted by two
well-lit window displays, new seasonal arrivals and mannequins to the left
and sales apparel to their right. The focal point was strategically placed
where shoppers will immediately see mannequins dressed in new arrival
apparel in the center of the store. Once shoppers wander throughout the
new arrival section, they will immediately encounter the dressing room
where they will likely try on more merchandise from the new arrivals

collection and designers choice collection.

 23

Vanguard Store
WEBPAGE
 Fall
Must
Haves

8 The
nude
awakening
Display Created in: Polyvore
 25

WORKS CITED

Denim. Mood Designer Fabric. N.d. Web. 29 July 2016

Http://www.moodfabrics.com/gold-white-ghastlie-gardenia-printed-cotton-wo-
ven-115742.html. N.p.,
n.d. Web. 31 July 2016. <http://www.moodfabrics.com/gold-white-ghastlie-garde-
nia-printed cotton-woven-115742.html>.
Lee, Jaeil. Technical Sourcebook for Designers. Fairchild Books USA, 8/13/2014.
VitalSource Bookshelf Online

Lee, Min. The Top 10 Best White T-Shirts For Women. Alexie, 18 Dec. 2016, alexie.co/
fashion/top-10-best-white-t-shirts-women/.

The Printed T-shirt. N.p., 9 June 2016. Web. 11 July 2016.

<http://www.wgsn.com.ai.libproxy.edmc.edu/content/board_viewer/#/66537/
page/1>.
Trend Minute: Mens Catwalks A/W 16/17 The Cropped Jean0. N.p., 02 Feb. 2016.
Web. 11 July 2016. <http://www.wgsn.com.ai.libproxy.edmc.edu/content/board_
viewer/#/64223/page/1>.
The T-Shirt S/S 17 Commercial Update. N.p., 25 May 2016. Web. 11 July 2016.
<http://www.wgsn.com.ai.libproxy.edmc.edu/content/board_viewer/#/66255/
page/12>.
 Fashion
Show Project
Fashion Show Proposal
PlanningMoltenLavasfirstfashionshowisanexcitingoccasion.Weaimtofinally

meetourloyalcustomers,understandtheirneedsandclothingdesires,and

showcaseandintroduceourPrivatelabeldesignstoourtreasuredcustomers.To

ensurethatMoltenLavasprivatelabelisasuccess,wemustknowexactlywho

theycustomersare.Understandingthetargetaudienceisextremelycrucialfora

retailer,becausewithoutknowingthetargetmarketaretailercantexpectto

survive.

MoltenLavascoretargetaudienceis:

Themarketconsistsoftwenty-fivetoforty-year olds.

Theirincomeis$50,000andabove.

Theyarecollegeeducatedandliketospendonwhattheylovetolookgoodwhentheyg
o

outtomeetfriendsandmakenewfriends.

Theyfollowtrendsandwanttolooktheirabsolutebest.

Theyareinterestedindressupclothingtheycanwearmorethanjustonce.

Theybuyseasonal.

They Have Eclectic music taste

Theyareenvironmentallyaware.

myleka gantt
 27

the Fashion Show

theme
WeknowthatMoltenLavastargetaudiencearecollegeeducatedwomen,tendto

seekoutthelatestfashionandenjoygoingoutonthetownwithfriends.Tomake

surethatourtargetaudienceisasexcitedaboutMoltenLavasFashionshowaswe

are,thefashionshowwillbeheldinApril2016andthethemewillbeGarden

Party.TheGardenPartythemewithitsvibrantshades,floralprints,andbright

greenfoliageinspireddcorandfashionswouldinspireourtargetcustomersto

wanttorevamptheirwardrobesforbrightspringtimeclothing.MoltenlavaandElegena

Accessoriescustomerslovetoshopforfun,ontrendclothingfitforsocializingand

thatisrightonseason.AGardenPartythemeisperfectfortheMoltenLava

fashionshowbecauseitwillfeaturerefreshingspringtimesociallooksthatallows

customerstofeelasthoughtheyareinalaidbackbutfashionableeventwhere

theycansocialize.Attendantswillfeelasthoughtheyareatastarstudded

spring/summeraffairthatwillbereminiscentofaRoyalGardenparty.TheGarden

Partythemewithitsvibrantshades,floralprints,andbrightgreenfoliageinspired

dcorandfashionswouldinspireourtargetcustomerstowanttorevamptheir

wardrobesforbrightspringtimeclothing.Wewantourattendantstotrulyfeelas

thoughtheyareataRoyalGardenParty.TodrivehometheambienceofaRoyal

GardenParty,guestwillbeabletohelpthemselvestothebarofchampagne,fine

wines,andgourmetcanapes.Astheattendantsandotherguestenjoytheshow

localjournalistandphotographerswillbeinattendancetocapturetheevent.
 28

Garden Party Fashion Show

inspiration
 29

e v ent &
promotionplan
Public relations are a vital part to maintaining Molten Lavas image and communicating our
message to our customers, investors, sponsors, and general public. To effectively promote
Molten Lava and Elegenza Accessories Fashion event we will utilize social media platforms such
as Facebook, Google, Twitter, Instagram, and YouTube. These social media websites allow us to
monitor our customers interactions with our clothing and marketing strategies, so that we can
determine emerging trends, problems within the market, and our customers concerns.

Strategy and Calendar

Assistant April 8, 2016 1:00pm-5:00pm 4 hours

Assist with marketing on social media platforms, help determine web analytics through social
media platforms, assist with marketing ad imagery

AiPOD Intern #1 April 8, 2016 9:00am-5:00pm 8 hours Los Angeles Times

Assist with marketing ad imagery, assist with strategic plans, help to secure media coverage

AiPOD Intern #2 April 8, 2016 9:00am-5:00pm 8 hours Los Angeles Times

Assist with marketing ad imagery, assist with strategic plans, help to secure media coverage

Assistant April 16, 2016 1:00pm-5:00pm 4 hours

Help to manage contact database of all press coverage, VIP guest,

Confirm all final details of the press release and confirm timelines

AiPOD Intern #1 April 16, 2016 9:00am-5:00pm 8 hours Los Angeles Times

Ensure that all media coverage is available for event

Help with foster media relations with Molten Lava, Elegenza Accessories, sponsors and all press
relations

AiPOD Intern #2 April 16, 2016 9:00am-5:00pm 8 hours The Los Angeles Times
 Fashion Press
Release
Released on: March 30, 2016

Press Release Author: Myleka Gantt

Industry: Apparel & Fashion

Press Release Summary: Molten Lava is planning to host its Garden Party Themed Fashion show along with
Elegenza Accessories at Greystone Manor to showcase Spring Evening Wear and Accessories.

Press Release Body: Molten Lava, a new and upcoming womens boutique, has announced details of its
showcase of their new spring and summer evening collections at a Garden Party themed fashion show.

The new Molten Lava spring and summer collections, will reflect a variety of evening wear design trends,
which are set to be popular looks during the spring/summer 2016. Elegenza Accessories will also be
partnering with Molten Lava to showcase their new jewelry and handbag accessories. This Molten Lava and
Elegenza Accessories Garden Party fashion show will be held at Greystone Manor on the 16th of April 2016
at 7pm. The event location is at 643 N La Cienega Blvd, Los Angeles, CA. The doors to this venue will open
at 5:30 pm. Following the success of Molten Lava and Elegenza Accessories previous fashion show events,
plans are now in motion to make our Fashion show at Greystone Manor an even more exciting event.

Sponsors and local businesses are welcome to join the team and contribute to create a Fashion event
that will foster each of our potentials to expand their businesses within the fashion world. We have some
amazing treats in store and look forward to showing our one of a kind designs and individual brands.
 Fashion Show
Advertisement
 Trend
Report
Project
Brand Profile
Zara is a Spanish, sophistication, style, strategic brand . With a prominent
international presence, this brand does not use any advertising techniques. No TV
spots, no mascot celebrities, no top models, no billboards and no two page spread in
Vogue. In any major fashion capital of the world you can look and find a Zara situated
in prime locations worldwide. Women looking to sate their fashion need with whats
new, chic and straight off the runway can find their clothing haven at Zara, who known
for changing their collections every 15 days. The new clothes that come in create the
strong client loyalty to the store, leaving customers anxious and ready to purchase the
ready-to-wear collections in just a short two week span of time.

Market/Price Category
Zara is a fashion retailer that offers a wide range of clothing, footwear, and
accessories for women, men, and children. Zara offers unique, high quality clothing
and accessories that are set at affordable prices. Zara would be classified as offering
products at moderate price point. Zara uses a demand oriented method for setting
prices based on the region and what their target audience is willing to pay.

myleka gantt portfolio

 34

M Arket
Segment
Age range/Generation

Zara target audience is typically aged 18-40 year and are highly fashion conscious
and sensitive to the latest fashion trends. The main generation that Zara markets
to are the Millennials, which most retailers are dependent on due to Millennials
online presence and impact on retail trends. Zara has the opportunity to market
to Generation X, Y, and the Millennials.

Market Segment:

Merchandise types:

Zara stores consist of several product lines for women, men, and children as well as
home dcor. Zara clothing for women is broken into three pricing categories: Zara
Women ($49.9 and up), Zara basic ($29.90 - $49.90), and Zara TRF ($4.90-$29.90).
Each line includes bottoms, tops, shoes, cosmetics, and accessories. Men and
children lines also include bottoms, tops, shoes, and accessories.

Demographics :

Income Level: Average income level for Zara target customer is $60,000 per year.

Education Level: Majority of Zara target customers have completed college

Ethnic Background: Zara customers come from all ethnic backgrounds and cultures.

Fashion Status: Zara target customers make up innovators, leaders, adopters and
followers. Zara typically produces products that are similar to Luxury and high
end designs, however due to social media Fashion bloggers are able to make a big
impact on Zara customers and their buying behaviors.
 35

M Arket
Segment
Shopping Habits: Zara shoppers tend to impulse shop because they feel as
though they will lose out on limited availability products or special pricing
incentives.

Musical Preference: Zara shoppers listen to different varieties of music such as

pop, Rock, hip hop, rap, and R&B. Top 100 music list are often Zara shoppers
go to music choices.

Marital and Family Status: Zara customers make up majority of married women
with children and single working women.

Gender : Although Zara carries clothing, footwear, and accessories for women,
men, and children. Their main target market consist of women whom make up
78% of their target audience. The womens line of Zara performs the strongest
of the three market segments products that

Media Consumption: Zara customers are constantly interacting with media

such as internet, social media platforms, billboards, outdoor ads, email
advertising, magazines, and newspapers.

Types of Activities and entertainment enjoyed by the customers: Zara

customers typically enjoy traveling, shopping, listening to music, going to
concerts, taking vacations, going to museums and art shows.

Technological interests and abilities: Zara customers are extremely tech savvy
and constantly connected with retailers and other people globally through
social media platforms such as Facebook, Instagram, Twitter, YouTube, google,
and Tumblr. Zara customers are also connected with retailers through the ease
of smartphones, tablets, and computers.
 Inspiration for
Spring/Summer
2017 Trends
Whimsical T rav el er

Whimsical Traveler- is our vision and inspiration taken from World travelers.
Social media, world photographers, and travelers allow us to take a peek into and
experience the private worlds of many cultures thats where Whimsical traveler theme
comes into play. Perfect for vacationing on the coast of Zanzibar, the Whimsical
traveler trend features decorated motif caftans, flowing and airy sundresses, tunics,
sandals, and tribal embroidered maxi dresses. Bright and rich colors such as canary
yellow, greens, bold sapphire blues make a bulk of the trends overall aesthetic
 The bold bright colors
Trending Colors from Whimsical Traveler
Spring/ summer 2017

for Spring/ trend inspiration board

are inspired by Art

Summer 2017 . Deco. Ethnic prints with

rich green, orange, and
yellow dominate the
trend along with hints
of blue, and khaki while
geometric patterns add
just the right amount of
contrast in each design.
 Fabrics that will be
Trending Fabrics the main focus for
Spring/Summer 2017

for Spring/ and inspire the World

Traveler/bohemian

Summer 2017 . look are chiffon,

silk floral jacquard,
leather, tweeds, gold
embellishments and
fringe edges.
Spring/ summer 2017 has a wide variety of
eclectic fashion trends hitting the stores for the
summer months. From Cold and off the shoulder
styles to tailored pinstripe trousers to hippy
bohemian chic, the spring 2017 has silhouettes
and styles for everyone. One silhouette that is
definitely making its way back onto the scene
is waist-cinching. The corset belt is sure to
be worn in a nontraditional way when paired
with a variety of dresses and tops. Just as most
silhouettes and styles have been revamped and
used for new age fashion inspiration. The off the
shoulder or one shoulder style definitely gives Trending
us what we need for our 80s inspired fashion
fixes. Inspired by Art Deco and bold art, striped Silhouette for
Spring/Summer
prints have made their way into fashion for the
summer 2017. Patchwork, ethnic motifs, and
long flowing dresses are the mark of hippy-esque
style for Spring/summer 2017. 2017 .
 40

WORKS CITED

Denim. Mood Designer Fabric. N.d. Web. 29 July 2016

Http://www.moodfabrics.com/gold-white-ghastlie-gardenia-printed-cotton-wo-
ven-115742.html. N.p.,
n.d. Web. 31 July 2016. <http://www.moodfabrics.com/gold-white-ghastlie-garde-
nia-printed cotton-woven-115742.html>.
Lee, Jaeil. Technical Sourcebook for Designers. Fairchild Books USA, 8/13/2014.
VitalSource Bookshelf Online

Lee, Min. The Top 10 Best White T-Shirts For Women. Alexie, 18 Dec. 2016, alexie.co/
fashion/top-10-best-white-t-shirts-women/.

The Printed T-shirt. N.p., 9 June 2016. Web. 11 July 2016.

<http://www.wgsn.com.ai.libproxy.edmc.edu/content/board_viewer/#/66537/
page/1>.
Trend Minute: Mens Catwalks A/W 16/17 The Cropped Jean0. N.p., 02 Feb. 2016.
Web. 11 July 2016. <http://www.wgsn.com.ai.libproxy.edmc.edu/content/board_
viewer/#/64223/page/1>.
The T-Shirt S/S 17 Commercial Update. N.p., 25 May 2016. Web. 11 July 2016.
<http://www.wgsn.com.ai.libproxy.edmc.edu/content/board_viewer/#/66255/
page/12>.
 Brand
Marketing
Project
Au Naturel Beauty Brand Narrative
Forthepastfouryears,AuNaturelcosmeticshasbeeninvolvedincreatingbeauty
productsforwomenandmenfromallwalksoflife.Feelingthatthebeauty
industrywasundoubtedlylackingbeautyproductsthatweretrulyorganicandall
natural,MylekaGanttfoundedAuNaturelcosmeticsin2012.Inthebeginning,Au
Naturelcosmeticsonlysoldskincareproductsthatfeaturedtheuseofall
organic/allnaturalmaterialsandbases.Today,AuNaturelcosmeticssalesskin
careproducts,foundation,eyewear,lipwear,andevenmakeupcollectionsthat
aresuitedfordifferentskintypesandpreciselymatchedfordifferentskintones.
AuNaturelcustomersdesiretofeelconfident,empowered,beautifuland
consciousoftheworldaroundthem.Soeachandeveryoneofourproductssoldat
AuNaturalcosmeticsaredesignedtomeetthediversityandinfiniteneedsand
desiresofourcherishedcustomers.

Brand Message
Shy away from harsh chemical and additives and Let your Inner Beauty shine through

Brand Personality
IamanAuNaturelWoman.Ileadthewaveofinnovationwithconfidence,stride,
supremequalityandelegance.IamdominantineverythingIdoandevery de-
cisionthatImake,whetherImenjoyingagirlsnightoutonthetown,making
boardroomdecisions,oradaywiththefamily.Imaintainthehighestquality,the
bestnaturalmaterials,andtopofthelinecraftsmanshipinthecosmeticsindustry.
Why?BecauseAuNaturelWomenexemplifysuperiorquality,sophistication,and
confidence.

myleka gantt portfolio

 Au Naturels Competition
and Related Industries

Thebeautyindustryishighlycompetitive.Majorityofthetopplayersinthe
cosmeticsindustryareeithertryingtoriseabovetheircompetitionorsolidifytheir
spotonthemarket.InorderforAUNatureltogainconsumerinterestamongstthe
otherplayersinthecosmeticsindustry,wemustfirstknowourcompetition.
LOral,EsteeLauder,Unilever,andProctor&Gamblearethemajorcompetitors
ofAUNaturel.LOralisaFrenchcosmeticcompanythatisheadquarteredin
France.LOralmanufacturesskincare,haircare,andmakeupforregular
customersandprofessionals.SinceLOralsinceptionthathaveincluded
Lancme,GiorgioArmani,UrbanDecay,LOralParisandMaybellineNewYork
intheirportfolio.Unileveristheworldssecondlargestbeautygoodsmaker.
UnileverincludesthebrandsPonds,Dove,Lux,Tony&Guy,Sunsilk,St.Ives,and
Axe.Proctor&Gambleisoneofthelargesthouseholdnameinpersonalcare.
Proctor&Gamblehaveatotaloffivebusinesssegmentswithcontributeto24%of
itsrevenues.P&GhavethebrandsMaxFactor,HerbalEssences,Wella,CoverGirl,
Olay,Pantene,andHead&Shoulders.EsteeLauder,whichwasestablishedin1946
isoneoftheleadingretailerofcosmeticsandgenerates10billionannuallyin
revenues.EsteeLauderisknownforitsnamesakebrandEsteeLauder,MAC,
Clinique,Smashbox,andOrigins.
Relatedindustriesthatarerelatedtothecosmeticsindustryare:health
spas,fitnessandleisureproviders,salons,andcosmeticsurgeons.Healthspas
providehealthandwellbeingservicesinarelaxingenvironment.Specialist
productsandservicesareofferedathealthspasfordifferenttherapeuticand
cosmeticeffects.Fitnessprovidersandleisurecentersofferonsitebeautyservices
tosupportwellbeingandachievementofbeautystandards.Salonsemploystaff
thatdelivertherapyservicesandbeautyservicessuchashairremoval,acne
removal,hairstylingandcare,nailcare,andotherskincaretreatments.Cosmetic
surgeonsofferservicessuchasBotox,juvederm,skincareprocedures,plastic
surgery,andothercosmeticprocedures.
AU Naturel
Beauty
 For the past four years Au

Core
Naturel Cosmetics mission has
been dedicated to supplying
our customers with high
Statement
Values performance natural skin care,
makeup, and bath and body
products. We know that many I am an Au Naturel Woman. I
To be devoted to our of our customers are shoppers lead the wave of innovation with
customers and devoted who actively think about the confidence, stride, supreme
to supplying cosmetics positive and negative effects of quality and elegance. I am
that allow both men and products and also the products dominant in everything I do
women to feel confident and effects on our environment. That and every decision that I make,
empowered. is why we will continue to create whether Im enjoying a girls
Deliver outstanding service and supply our customers with night out on the town, making
Remain dedicated to being products that are made of 100% boardroom decisions, or a day
Innovators in the cosmetics organic ingredients and 100% with the family. I maintain the
industry and produce essential oils, so that they can highest quality, the best natural
products that are ethically always feel confident in their materials, and top of the line
responsible. decision of choosing Au Naturel craftsmanship in the cosmetics
Continue to lead the cosmetics and confident that industry. Why? Because Au
cosmetics industrys efforts they are supporting sustainable Naturel Women exemplify
to create safe and effective business practices. In order to superior quality, sophistication,
products. continue to provide top quality and confidence. .

Core products, Au Naturel Cosmetics

will continue to create products
that are manufactured using Target
Mission renewable resources and eco-

Au Naturels core mission is

friendly practices.
Audience
to provide the highest quality
products for men and women Philosophy The target audience are women
between the ages of 18 to 50.
who look for flawless make-
Au Naturel Cosmetics aims Au Naturel women are just
up and infalliable skin-care
to provide both men and finishing highschool, entering
products. Au Naturel is dedicated
women with high quality/high or leaving college, in entry
to sustainable and innovative
performance skin care that level job positions or even
processes in the creation of
make them feel more confident already established in their
all natural/all organic beauty
about themselves and their careers. These women place
products.
lives so that they can make a huge emphasis on skin care
more positive impact on our and look for the highest quality

Mission environments. products ranging from skin care,

makeup, and bath and body

Statement Vision
products. Au Naturel Cosmetics
core audience members are
30 to 50 year old women are
conscious of their health and the
products that they put in and
on their bodies. These women
know how important skin care
products, how efficient they are,
and the highest quality natural
ingredients
 The logo color use and flower both
have elements of the company offering
cosmetics and beauty products while
the flower logo suggest the use of
natural materials in the process of Au
Naturels product creation.

Au Naturel Beauty Logo

& Rationale
 46

Direct Mail Concept

The idea for the first concept is to create an ad that was clean, well
composed, and effective in immediately drawing the attention of the
target audience. I want my target audience to clearly grasp the mes-
sage that Au Naturel Cosmetics is offering a one of a kind Nighttime
Face crme that is approved by known Dr. Donald Spence. Being
able to add a stamp of approval from a wellknown skin care special-
ist shows our customers that Au Naturel Cosmetics is committed to
producing highperformance/high quality cosmetics that are made
of 100% natural and organic materials and essential oils. Adding the
extra benefit of obtaining a sample size of the night crme will en-
courage already loyal customers to continue to purchase the products
that they already know and trust, but also try out new product lines.
Furthermore, new customers would also be encouraged to become
frequent and loyal customers because of incentives such as sample
products with regular purchases.
 47

WORKS CITED

Cosmetics Industry. Cosmetics Industry. Bidness Etc, n.d. Web. 1 Feb. 2016.
<http://www.bidnessetc.com/subindustry/cosmetic/overview/>.
The Cosmetics Industry Today. Business Reference Services. Bera, n.d. Web.
1 Feb. 2016. <https://www.loc.gov/rr/business/BERA/issue17/current.

html>.

 Merchandising
Menswear
Vaunt Garde Brand Profile
Vaunt Garde Mans primary target audience is men between the ages of 18-35 years old. Vaunt Gardes
men are often perceived as innovators, trend starters and predictors of the next big thing in the fashion
world. Male Millennials also spend twice as much on apparel per year as the men of previous genera-
tions with the difference consistent across all ethnic groups, incomes and household types. This target
audience is contemporary, sophisticated and stylish men who are outgoing and fun. They are great
appreciation for quality pieces so they often spend their money pieces that will last. This target audience
has access to enough disposable income to spend money on quality pieces for their wardrobe. Fur-
thermore, they are people with large real-world social networks and people who frequently give advice
about products and services. They are often college graduates who have been settled in their careers, so
they spend a bit on business attire. In their off time, they enjoy the social scene and will attend night-
clubs and lounges. These men have an income of $45,000 to $75,000 and live in the D.C Metropolitan
area.

Vaunt Garde Man is an online retailer that aims to offer a wide array of mens clothing at
unbeatable price and quality. Vaunt Garde Mans fundamental concept is to maintain design,
production, and distribution processes that will enable Vanguard to respond quickly to shifts in
consumer demands. Vaunt Garde Mans mission is become synonymous to fashion amongst todays
fashion-conscious customers. Vaunt Garde Man aims to give customers high quality and exclusive
choices in fashion that place them ahead of the trends while maintaining sustainable
business practices. Vaunt Garde Man carries name brand and private label merchandise that are classic
and sophisticated in style. The craftsmanship of Vaunt Garde man will be unparalleled and made for the
contemporary and modern man. The merchandise list will include casual shirts, t-shirts/sweatshirts,
sweaters, jackets/outerwear, dress shirts, pants, chinos, jeans, suits, sports coats, swimwear, footwear,
loungewear, and active wear.
Trend Report:
The Trend board for Vaunt Garde Man is Urban Mash-up for Autumn/Winter 2018. This trend is a mash
up of minimalism, maximalism, different cultures and inspirations such as opposing themes of great
outdoors to the Renaissance period, from the Far East to a global mash-up of cultures. Tailored suits
feature cozy mohair and cashmere knits, and other performance fabrics to add to the functionality of
Mens suiting needs.

myleka gantt portfolio

 Vaunt Garde Man
Memo
To: Vaunt Garde Vice President, Chris Bruce

From: Myleka Gantt; Merchandising Director

Date: October 15, 2017

Subject: Vaunt Garde Man Merchandising and Marketing Strategies

This memo is to recommend several merchandising and marketing strategies to Vaunt Garde Mans Vice President,

Chris Bruce, with the purpose of ensuring that the brand can compete within the marketplace more effectively and

cement its place among their competitors.

The following marketing and merchandising strategies are:

Specific products- Vaunt Garde Man carries name brand and private label merchandise that are classic and

sophisticated in style. The craftsmanship of Vaunt Garde man will be unparalleled and made for the contemporary and

modern man. The merchandise list will include casual shirts, t-shirts/sweatshirts, sweaters, jackets/outerwear, dress

shirts, pants, chinos, jeans, suits, sports coats, swimwear, footwear, loungewear, and active wear.

Brands to Carry- The brands that Vaunt Garde Man will carry are Nike, Adidas, Tom Ford, Ralph Lauren, Hugo Boss,

Levis, 7 for all mankind, ALDO, Ray Ban, AX Armani Exchange, Kenneth Cole, North Face, Rag & Bone.

Moods and themes- The theme for Vaunt Garde Mans website is to use sleek and modern monochromatic black and

white color scheme.

Promotional Strategy- Omnichannel Marketing will be used by Vaunt Garde man to ensure that we successfully target

our customers and lead them to buying decisions. We will use social media platforms such as Instagram, Facebook,

and Twitter to make sure that we are in constant communication with our target audience. We will use promotional

strategies such as free shipping on orders over $200, bundle promotions on t-shirts, and 20% off sign-up to the Vaunt

Garde Man email newsletter.

Customer Service Policies- Vaunt Garde Mans website customer service options will include email, live chat, and phone

number for customer service contact. Returns policy for Vaunt Garde is 60 days from the shipment date and the

merchandise must be unwashed, unworn, with tags attached. Swimwear, underwear, and jewelry cannot be returned

due to hygiene and health reasons.

LOGO 1 LOGO 2

Vaunt Garde Ad
 51

Vaunt Garde Man

WEBPAGE
 52

Vaunt Garde Man

Trend Board
 53

M E rc h andi s e A s s ortment
Ta i l o r e d , D e s i g n e r a n d O u t e r w e a r
Autumn/Winter 2018
 54

M E rc h andi s e A s s ortment
Ta i l o r e d , D e s i g n e r a n d O u t e r w e a r
 55

M E rc h andi s e A s s ortment
Casualwear and Accessories
Autumn/Winter 2018
 56

M E rc h andi s e A s s ortment
C a s u a l W e a r - To p s , B o t t o m s , & A c c e s s o r i e s
 56

M E rc h andi s e A s s ortment
C a s u a l W e a r - To p s , B o t t o m s , & A c c e s s o r i e s
 57

WORKS CITED

ASOS Double Breasted Trench Coat With Shower Resistance In Khaki at Asos.com.
ASOS, us.asos.com/asos/asos-double-breasted-trench-coat-with- shower-resis-
tance-in- khaki/prd/5908273?clr=khaki&SearchQuery=&cid=3606&pgesize=36&pge=
0&totalstyles=55&gridsize=3&gridrow=1&gridcolumn=2.
Carroll , Dierdre. Http://Ljournal.ru/Wp-Content/Uploads/2016/08/d-2016-154.Pdf. The
Millenial Manscape , 2016, doi:10.18411/d-2016-154
Londrigan, Michael R. Menswear to Business Style. Fairchild Books, Inc. N.d. Web. 12
October 2017
Men from EXPRESS. EXPRESS.com, www.express.com/mens-clothing/tees-and-polos/
mlb-graphic- tees/cat3880002.
Mens Clothing. Calvin Klein, www.calvinklein.us/en/mens-clothing

Express, www.express.com/clothing/men/wool-blend- topcoat/pro/04104070/color/

BLACK.

Mens Suit Shop : Ludlow, Traveler Suits, Tuxedos | J.Crew J.Crew, www.jcrew.com/
mens_feature/TheSuitShop.jsp?sidecar=true.

www.ralphlauren.com/men-clothing-dress-shirts/classic-fit-easy-care- shirt/408199.htm-
l?cgid=men-clothing-dress- shirts&webcat=men%2Ftops%2FDress%20
Shirts&dwvar408199_colornam e=1021a%20Pink%2FWhite#start=1&cgid=men-cloth-
ing-dress-shirts.

Steel Slim Fit Non-Iron Solid Herringbone Dress Shirt. Calvin Klein, www.calvinklein.
us/en/mens-clothing/mens-dress-shirts/steel-slim-fit-non- iron-solid-herringbone-dress-
shirt-22605401-416.
Tracy, Brian. Determining Your Best Product Mix. Entrepreneur, 26 Dec. 2004, www.
entrepreneur.com/article/75268.
 Media
Planning
Adorable Annie Company
Background
Adorable Annies is a small boutique-clothing store that specializes in high quality
childrens apparel and accessories. The store is located in a small strip mall in Fairfax,
Virginia. Some of the other stores and shops located in the same strip mall are a GNC, a
small coffee shop, a florist and pizza place. The shop has clothing for infants and children
from newborns through age twelve and carries both casual and special occasion items.
The starting price for a simple hair accessories is $3 and clothing prices average $45 per
article of clothing with special occasion and outerwear costing $105 on average. Adorable
Annies is a partnership between two friends, Sally Jefferson and Allison Thompson.

Executive Summary
Adorable Annies mission is to provide customers with high quality service, clothing and
accessories since Adorable Annie customers are vital to the core of the business. The
childrens and infants clothing store industry will experience steady growth over the next
five years. The annual revenue in the Childrens and infants clothing store is $11 billion
dollars and a steady growth of 1.5% for the next 10-15 and currently employs $103,143
people. The global childrens wear mark is estimated to hit a value of US $173.6 billion by
2017. Fashion trends, current adult wear, and demand for smart infant wear are major
sales determinants.

myleka gantt portfolio

 For beautif
beautifuleyes, eyes,
ok for the good look for t
n others; for good in othe
eautiful lips, for beautif
eak only words lips, spea
kindness; and only word
or poise, walk of kindnes
h the knowledge and for po
at you are never walk with
alone. knowledg
that you a
never
A d o r ab l e A nnie
M E dia P l anning
 60

The Target
Audience
connection to and gain a

The Psychographic sense of enjoyment from

Lifestyle: Busy and on the buying clothing for their

Demographic go children that they believe

is both comfortable and
Attitudes/Beliefs: stylish.
Age: 28-45 Believes her children come buying clothing for their
first since she has already children that they believe
Race: White/ Black/Asian had her career. Places a is both comfortable and
65%/17%/35% huge emphasis on keeping stylish.
her children busy with
Income: 50,000-$150,000 extra-curricular activities or
taking day trips around the
Education: Completed Metropolitan area.
Bachelors degree or higher

Family Lifecycle: Married Behavioral

Career: Stay at home Purchasing Habits and
mom/Full-time career Characteristics: Women
within this target audience
Household size: Between typically have the income to
2 and four kids shop for clothing whenever
they chose. They tend to
purchase clothing with
quality in mind, not price
being the key driver to
purchasing goods for their
children. They also tend
to seek out brands that
they feel an emotional
 The geographic location where Adorable
Annie is located is in the Northern Vir-
ginia area of Fairfax. Fairfax is an inde-
pendent city in the commonwealth and is
in close proximity to several diverse and
thriving urban cities within the county.
Fairfax is just 16 miles from metropolitan
Washington, D.C. The median household
of Fairfax County is one of the highest in
the nation.

A d o r ab l e A nnie
 62

M edia
objectives
Timing of Delivery
1. Increase brand awareness and brand loyalty-
Increasing Adorable Annies brand awareness can be Adorable Annie will
done creating more advertising initiatives and effective be utilizing multiple
media kits, first media objective is to reach 75% of our channels to circulate their
target audience a minimum of 3+ times within the first
advertisements, the duration
three weeks of the first print advertising campaign.
of the Adorable Annie will
be 45 days which is a little
longer than 6 weeks. Weve
chosen to air the multiple
advertisement for a total
2. Increase online and social media presence- the media objective of 45 days because it gives
would be to use the social media accounts and website to the audience enough time
to become familiar with
establish a relationship between the brand and target audience.
the marketing message,
75% of the target audience will be targeted through social recall it later, and then
media and brand awareness at a minimum 5 times a week.
act on the information at
a later time. The reason
we have not chosen to
air the multiple channel
3. Increase Adorable Annie customer retention- advertisements longer than
The last media objective is to reach 80% customers 45 days because we would
at a minimum of 5 times a week through pricing run the risk of the marketing
incentives placed through a combination of tv/ message becoming stale
print/ and radio advertisements. and eventually invisible to
customers.
Multi-Channel
MEdia Plan and
Marketing Mix
 64

02 04
MAgazine
Adorable Annie magazine Television
Since Adorable Annie advertisements will run once Adorable Annie television
will be utilizing multiple a week for 45 days. The advertisements will run a
channels to circulate their magazine advertisements total of 45 days and will
advertisements, the duration will be vertical half paged or run majority of the times
of the Adorable Annie will 1/3 page. between 6 pm to 11 pm.
be 45 days which is a little During the time slot of 6pm
longer than 6 weeks. Weve to 11pm, the Adorable Annie
chosen to air the multiple ads will run a total of 4 times
advertisement for a total
of 45 days because it gives
the audience enough time
to become familiar with
the marketing message,
recall it later, and then
act on the information at
a later time. The reason 03
we have not chosen to
air the multiple channel
advertisements longer than Radio AdRoll marketing platform
45 days because we would Although morning drives will allow Adorable Annie
run the risk of the marketing and afternoon drives are to use their own website
message becoming stale the most expensive. We will data on consumer behavior
and eventually invisible to run Adorable Annie radio to create personalized ad
customers. advertisements three times campaigns. AdRoll will be
The multiple channels that in the morning (5 a.m. to 10 primarily used for target
we will be utilizing will be a.m.) and three times in the audience retargeting. AdRoll
newspaper, magazine, radio, afternoon (3p.m. to 7p.m.) will end up bringing back
and television. Advertisements will also be Adorable Annie potential
placed at twice in the evening customers back to the site
and twice on the weekends. so that they can finally make
These radio advertisements a purchase. Past Adorable
will run for 45 days. Annie site visitors will see
ads specifically selected for
their interests when they
navigate to their favorite
01 blog, news site, or social
network on desktop and
mobile. AdRoll is priced on
Newspaper performance, for instance,
for 10k visitors there is no
1/4 color newspaper minimum charge. For 10-25k
advertisements will run twice visitors the price is $1000,
a week on Monday and Friday for 25-50k visitors the price
for 45 days. . is $1875, 50-100k visitors
the price is $3750, for 100-
200k visitors the price if
$7500, and for more than
200 K visitors advertisers
need to speak with an AdRoll
rep for a custom proposal.
 65

w C h a r t F o r
Fl o n n i e
A d o r a b l e A
MEdia Plan

Sample Media Plan

Print Media (Magazine and Newspaper)
Print-Example
Publication Fairfax County Times
Issue Dates July 15- August 25
Ad Size 1/2 P Vertical 5.41" X 19.5"
Cost per Ad $5,486
Total Cost for Publication $6,300
Publication Fairfax Womens Magazine
Issue Dates July 15- August 25
Ad Size 1/2 Page
Cost per Ad $1,500
Total Cost for Publication $5,000
Publication Posh Sevens
Issue Dates July 15- August 25
Ad Size Full page 8.50" x 11.125"
Cost per Ad $2,000
Total Cost for Publication $12,000
Publication Washington Post
Issue Dates July 15- August 25
Ad Size 1/2 page 6 issues
Cost per Ad $3,148.33
Total Cost for Publication $18,890
The Northern Virginia
Publication Magazine
Issue Dates July 15- August 25
Ad Size Full page 8.50" x 11.125"
Cost per Ad $2,000
Total Cost for Publication $12,000

TOTAL COST PRINT $54,190

 66

w C h a r t F o r
Fl o n n i e
Ado r a b l e A
MEdia Plan

Radio
Radio-Example
Station HOT99.5
Local/National/Satellite Local
Ad length 30 second
Cost per Ad $396
Daypart 8:30 am-6 pm
Run dates July 15- August 25
Total numer of ads 8
Total cost for station $3,168
Station WPGC
Local/National/Satellite Local
Ad length 30 sec
Cost per Ad $450
Daypart 6 am-6pm
Run dates July 15- August 25
Total numer of ads 10
Total cost for station $4,500
TOTAL COST RADIO $7,668
 67

w C h a r t F o r
Fl o n n i e
Ado r a b l e A
MEdia Plan

Television
Television-Example
Station WRC-TV NBC
Local/National/Cable Local
Ad length 30 second
Cost per Ad $3,150
Daypart 5:30 pm-11pm
Run dates July 15- August 25
Total numer of ads 12
Total cost for station $37,800
Station WTTG FOX
Local/National/Cable Local
Ad length 60 sec
Cost per Ad $6,300
Daypart 5:30 pm-11 pm
Run dates July 15- August 25
Total numer of ads 20
Total cost for station $126,000

TOTAL COST TELEVISION $163,800

 68

w C h a r t F o r
Fl o n n i e
Ado r a b l e A
Social Media Facebook Ad
Run dates July 15- August 25
Cost per click/ad $25
Facebook will be the Ad size 200 X 189
social media platform Total cost for site $10,000
that Adorable Annie will
utilize. Facebook allows TOTAL COST SOCIAL MEDIA $10,000
customers to constantly
stay connected to Adorable Website Google AdWords
Annie. The primary reason Run dates July 15- August 25
Cost per click/ad $50
that Adorable Annie
Ad size 250x300
will utilize Facebook for
Total cost for site $200,000
advertisement because Website AdRoll
of their partnership Run dates July 15- August 25
with AdRoll and Adroll Cost per click/ad 10k-25k visitors $1000
retargeting. Across the web, Ad size 250 X 239
AdRoll would allow for 98% Total cost for site $6,000
customer reach with their
ads places across mobile TOTAL COST ONLINE MEDIA $206,000
inventory on Google, Yahoo,
AppNexus, OpenX and TOTAL COST FOR MEDIA PLAN
other networks. Adorable
=$447,658
Annie customers likely are
constantly connected to
social media accounts such
as Facebook so AdRoll will
make customers easily Outdoor Adorable Annie Advertisement Billboard
accessible through their Run dates July 15- January 25
mobile devices. Cost per click/ad 3,000 per (5)
billboard x
1.131 million
Ad size 14 by 48 feet
Total cost for site $$15,000
 57

WORKS CITED

Demographics and Statistical Profile. City of Fairfax, VA :. Web. July 10, 2016. <http://
www.fairfaxva.gov/government/community-development- planning/demo-
graphics-and-statistical-profile
List of Television Stations in Washington, D.C. Wikipedia.Wikimedia Foundation, n.d.
Web. 23 July 2016. <https://en.wikipedia.org/wiki/List_of_television_stations_in_
Washington,_D.C.>.
Times, Fairfax County. 2016 MEDIA KIT (n.d.): n. pag. Fairfax County Times 2016 Media Kit.
Web. 23 July 2016.

Green, Paul E., et al. A Decision-Support System For Developing Retail Promotional
Strategy. Journal Of Retailing 59.3 (1983): 116-143. Business Source Complete. Web. 3
July 2016
(n.d.): n. pag. Web. 3 July 2016. <http://threadcontent.next.ecollege.com/CurrentCourse/
easypeasy_annies.pdf>.
Raju, Jagmohan S., V. Srinivasan, and Rajiv Lal. The Effects Of Brand Loyalty On
Competitive Price Promotional Strategies.Management Science 36.3 (1990): 276-304.
Business Source Complete. Web. 3 July 2016.
Womens & Childrens Clothing Wholesale Industry (NAICS 42433). United States
Womens & Childrens Clothing Wholesale Industry Report (2013): 1-123. Business Source
Complete. Web. 3 July 2016 .
Xubing, Zhang. Retailers Multichannel And Price Advertising Strategies. Marketing
Science 28.6 (2009): 1080-1094. Business Source Complete. Web. 3 July 2016 .
plete. Web. 31 July 2015.