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Bringing Mexx to the United States: A Plan for the Future Supplemental Deck

Team A. Bringing Mexx to the United States: A Plan for the Future Supplemental Deck. Laws, Hall & Associates Spring 2007. Table of Contents. Research 4…….Focus Group 5…….In Depth Interviews 7…….Positioning 9…….Target Market 11……Geographic Market Segmentation Campaign 17……Timeline

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Bringing Mexx to the United States: A Plan for the Future Supplemental Deck

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  1. Team A Bringing Mexx to the United States:A Plan for the FutureSupplemental Deck Laws, Hall & Associates Spring 2007

  2. Table of Contents Research 4…….Focus Group 5…….In Depth Interviews 7…….Positioning 9…….Target Market 11……Geographic Market Segmentation Campaign 17……Timeline 18……Mexx Figures 22……Print Advertisement 31……Billboards 33……Subway Advertising 34……Grand Opening Event 36……Website 41……Mexx Mirrors 42……Mexx Mondays 44……Around the World 45……Introduce a Friend to Mexx 46……Budget

  3. Research Focus Group In-Depth Interviews Positioning Target Market 3

  4. Research: Focus Group European Style Focus Group What: • Focus group done with students who have spent significant time studying abroad in Europe to discuss differences in European versus American style • 8 Females, 3 Males • Age 19: 1 person • Age 20: 3 people • Age 21: 7 people Results • Common trends associated with Europe: • Black boots, high heels, layers, skinny jeans, tight clothing, dressier style, no bright colors, accessories • Shopping experiences in Europe: • Real models as mannequins in store windows, outdoor shopping is popular, malls often included lower class shopping • How would you incorporate European style in America: • Store front that catches the consumer’s eye, make the store look high class, space clothing out, should be many small rooms instead of one large room with racks • To convey a European feel to consumers, European inspired stores should • Include unique packaging, live mannequins, and high quality clothing 4

  5. Research: In-Depth Interviews In-Depth Interviews Designed to give us a thorough understanding of target market Demographics of interviewees: • Age 23-37 • Reside in New York, Washington D.C., or Philadelphia • Career people with active lifestyles We uncovered the lifestyles of our interviewees: • Live alone or with significant other in an apartment or flat in an urban area • Work 8:30-5 or 6 • Cook for themselves and eat out occasionally • Meet friends at a local bar or restaurant 1-2 times a week • Go to happy hour 1-2 times each week • Go to bars on weekends • Exercise 2-4 times a week 5

  6. Research: In-Depth Interviews In-Depth Interviews We asked them to describe they way they dress: • Wear casual clothes around the house • Business professional or business casual clothes to work • Dress up in fashionable clothes to go out on weekends Words they used to describe their style: • Metro-sexual • Tight-fitting • Risky • Casual preppy • Relaxed • Trendy • Professional • Presentable Stores they shop at: • Nordstrom • J. Crew • Express • Guess • TJ Maxx • Goodwill • Villains • Bloomingdales • Zara • H&M • Macy’s 6

  7. Research: Positioning Positioning Mexx is a European-inspired clothing brand that promotes self-expression through innovative fashion. Based on: • Mexx’s European origin • A unique quality shared by few of Mexx’s competitors • Black Pants Study • Study comparing prices of men’s and women’s standard black pants across brands in the same category as Mexx • Determined pricing and trendiness across competitive landscape • Style continuum • Placement of competition on a spectrum of classic to innovative style 7

  8. Research: Positioning Higher Priced Classic Style Trendy Style Lower Priced 8

  9. Research: Target Market Target Market Goal: Focus resources on influential target market that will draw followers for volume target market Eliminate Volume Target Segments Women • Sassy/Serious Students: taste in fashion is immature for Mexx clothing and may lack financial resources • Blue Collar Party Girls: lack the appropriate financial resources Men • Dads who Dare: are not influential to Mexx customers without families • Gap Boys to Men: not confident enough to shop without the help of a female Focus on Influential Segments • Women - Fashionistas and First/Second Job Pragmatists • Men - Out and Proud and Flashy but Unsure 9

  10. Research: Target Market Revised Target Market Fashionistas, First/Second Job Pragmatists, Out and Proud, and Flashy but Unsure These segments share several key traits: • They dress to make an impression • Their lives are fast-paced and flip-flop between work and play • They are career people We combined these traits to form our revised target market: City-centric women and men ages 22-35 who are multi-faceted, confident, and distinctive. 10

  11. Research: Geographic Market Segmentation New York City City Details: • Largest city in United States with 8,085,742 residents • Large population of young career people • Home to large student and graduate student population • US entry point for international fashion • Nation’s cultural and media capital Store Locations: • Lower East Side: • Population increasing by more than 50% each year • Attracts hip, young crowd for restaurants and nightlife • Population: 40,000 • 24,000 apartment units • Average household income: $153,000 • 5th Avenue: • Potential flagship store • Smaller location than last 5th avenue store • Most popular shopping district in NYC, attracts tourists • SoHo: • Best selling location in first launch of Mexx stores • Alternative and trendy area • Attracts young crowd and tourists 11

  12. Research: Geographic Market Segmentation Philadelphia City Details: • 5th largest city in United States with 1,479,339 residents • Population of 25-44 year olds: 395,339 • 3rd largest population of people who have never been married • Ranked 10th best city for singles Store Locations: • Rittenhouse Row: • Center of arts and culture • Called “best shopping strip in city” • Stores include Burberry, Arden B, Bebe, Polo, Diesel, and Lucky • Suburban Square: • Outdoor mall located 10 miles outside center of city • Known for upscale shops, farmers market on weekends • Stores include Urban Outfitters, Theory, Lily Pulitzer, J. Crew, Banana Republic 12

  13. Research: Geographic Market Segmentation Washington D.C. City Details: • Population: 572,059 • Population of 18-24 year olds: 31,647 • Population of 25-44 year olds:184,147 • Attracts many tourists • Named “#1 Best Metro Area for Singles” • High job growth • Suburbs have urban feel: own infrastructure, restaurants, and shops Store Locations: • The Shops at Georgetown Park: • Potential for outdoor location • Other stores include H&M, Anthropologie, Express, J. Crew, SoHo NY • Large population • Reston Town Center: • Located in Reston, VA • Outdoor mall with pavilion and center square and seasonal entertainment • Hosts cultural events such as sushi nights and wine tasting • Stores include Banana Republic, Gap, and Express 13

  14. Research: Geographic Market Segmentation Boston City Details: • Population: 600,000 • Population of 25 to 34 year olds: 126,000 • Known for its tourism and East Coast style • Walk-able city with many distinct neighborhoods • Likely to embrace style of Mexx clothing Store Locations: • Back Bay, Newbury Street: • Famous in Boston for shopping, dining, and nightlife • Brownstone buildings, large glass windows, 25 foot space outside of buildings • Stores include Anthropologie, J. Crew, Gap, Free People, and other higher-end stores • Attracts both tourist and locals 14

  15. Research: Geographic Market Segmentation Baltimore City Details: • Population: 635,815 • Population of 25-34 year olds: 93,248 • Population and culture similar to D.C. • Average Household Income: $75,872 • Harbor is center of nightlife and single life • Top research institutions draw young professionals from across U.S. • Part of “#1 Best Metro Area for Singles” Store Locations: • Harborplace and the Gallery: • Located within two waterfront pavilions downtown • Concerts, street performers, special events • Stores include J. Crew, Banana Republic, Urban Outfitters 15

  16. Campaign Timeline Mexx Figures Mexx Figures “Come Alive” Event Print Advertisement: Regional and National Billboard Advertisement Subway Advertisement Grand Opening Event Website Mexx Mirror Mexx Mondays Mexx Around the World Introduce a Friend to Mexx Budget 16

  17. Campaign: Timeline Pre- Launch Timeline: • Buzz campaign • May 2009 - July 2009 • Events include: • Mexx Figures • Mexx Figures “Come Alive Event” • Website with Show Your Character video as opener • Show Your Character video contest • Buzz print and billboard advertising • Subway advertisement of billboard coming to life • Grand opening celebration Post Launch Timeline: • August 2009 – December 2009 • Events include: • Mexx Mirror • Website e-commerce capabilities • Find Your Fit campaign on website • Post launch print media • Post launch billboards • Window displays of Mexx Figures • Mexx Around the World campaign • Mexx Mondays • Introduce a Friend to Mexx 17

  18. Campaign: Mexx Figures Mexx Figures Details • Mexx Figures placed throughout each city • Located at areas of interest to target market: • Parks, landmarks, art districts, coffee houses, bars, restaurants • Adorned with plaque that describes character • Lists store locations and opening dates Benefits • Generates buzz around store opening date • Creates brand awareness • Drives traffic to the website Timing • 2 months before grand opening starting June 1st, 2009 18

  19. Campaign: Mexx Figures Mexx Figures Number of figures based on number of stores in each city • New York: 20 figures • Philadelphia: 15 figures • Washington D.C.: 15 figures • Boston: 10 figures • Baltimore: 10 figures Estimated cost for clothing and assembly per figure: $560 Costs: • New York: $16,800 with 50% replacement costs • Philadelphia: $12,320 with 47% replacement costs • Washington D.C.: $12,320 with 47% replacement costs • Boston: $8,400 with 50% replacement costs • Baltimore: $8,400 with 50% replacement costs • Total Cost: $41,920 19

  20. Campaign: Mexx Figures Mexx Figures “Come Alive” Event Details • Located where Mexx Figures were previously placed • A model will represent the character trait of the Mexx Figure, thus bringing the character to life • Employees will distribute Mexx flyers and invitations to the Mexx Grand Opening Event Benefits • Increases buzz around grand opening • Increases consumer knowledge of brand Timing • One week prior to the Grand Opening 20

  21. Campaign: Mexx Figures Mexx Figures “Come Alive” Event Total Cost: $826,000 New York: $230,000 • 20 live models at $600 a day for the 7 days prior to the opening • $500 promotional costs per day • $400 for Mexx employee costs • $1000 one time set up per location Washington, D.C.: $172,500 • 15 live models at $600 a day for the 7 days prior to the opening • $500 promotional costs per day • $400 for Mexx employee costs • $1000 one time set up per location Philadelphia: $172,500 • 15 live models at $600 a day for the 7 days prior to the opening • $500 promotional costs per day • $400 for Mexx employee costs • $1000 one time set up per location Boston: $115,000 • 10 live models at $600 a day for the 7 days prior to the opening • $500 promotional costs per day • $400 for Mexx employee costs • $1000 one time set up per location Baltimore: $115,000 • 10 live models at $600 a day for the 7 days prior to the opening • $500 promotional costs per day • $400 for Mexx employee costs • $1000 one time set up per location 21

  22. Campaign: Print Advertisement Print Advertisement Details • One holistic theme during buzz promotion • Advertisements will switch after grand opening to the long term brand image • Two regional magazines per city (One in Baltimore) • Magazines chosen based on: • Interest of target market • Circulation • Demographics of magazines Purpose • Creates longevity for the brand • Positions the brand • Reinforces Mexx’s creative theme 22

  23. Campaign: Print Advertisement New York City Regional Magazines New York Magazine Details • Published monthly • 18-49 year olds represent 45% of readers • 64% of readers are professionals • Nightlife, shopping, fashion sections Timing: June, July, August, October, and December issues Costs: 4/C full page ad = $61,410 Time Out New York Details • Published weekly • 21-39 year olds represent 55% of readers • 63% of readers are single • 61% of readers are women • 124,322 subscriptions; 14,818 on average sold on news stands • Shopping, restaurants and bars, dating sections Timing: Run the second week ofJune, July, August, October, and December issues Costs: 4/C full page ad = ~$50,000 23

  24. Campaign: Print Advertisement Philadelphia Regional Magazines Philadelphia Magazine Details • Published monthly • 87.2% of readers are college educated • 60% of readers are women • Shopping and style sections, arts and entertainment sections Timing: June, July, August, October, and December issues Costs: 4/C full page ad = ~$20,000 Philadelphia Style Details • Published bi-monthly totaling 7 issues per year • # 1 regional magazine for dual income and no children households • 70,000 issues in print • 400,000 page views per month • 210,000 readers and each pass on at least 3 times • Fashion and shopping sections Timing: May/June, July/ August, September/October, and November/December issues Costs: 4/C full page ad = ~$20,000 24

  25. Campaign: Print Advertisement Washington D.C. Regional Magazines DC Style Magazine Details • Published bi-monthly totaling 7 issues per year • 150,000 readers and each pass on at least 3 times • Nightlife and retail sections • Same management as Philadelphia Style Timing: May/June, July/ August, September/October, and November/December issues Costs: 4/C full page ad = ~$20,000 Washingtonian Magazine Details • Published monthly • 30-39 year olds represent 16.3% of market • 64% of readers are women • Arts and fun, shopping, business and careers sections Timing: June, July, August, October, and December issues Costs: 4/C full page ad = $21,110 25

  26. Campaign: Print Advertisement Boston Regional Magazines Boston Magazine Details • Published monthly • Style magazine • 500,000 readers in Boston area Timing: June, July, August, October, and December issues Costs: 4/C full page ad = $20,000 Panorama Magazine Details • Published every two weeks • Style/visitors magazine • Distributed at 20,000 hotel rooms in 105 hotels Timing: Run in middle of month in August, September, October, November, and December issues Costs: 4/C full page ad = ~$15,000 26

  27. Campaign: Print Advertisement Baltimore Regional Magazine Baltimore Magazine Details • Published monthly • America’s oldest magazine • Top singles, city guide, events sections Timing: June, July, August, October, and December issues Costs: 4/C full page ad = $20,000 27

  28. Campaign: Print Advertisement National Magazines Cosmopolitan Details • Top fashion magazine in circulation • 3,620,000 readers are women 25-34 years old • 9,066,000 of readers attended/ graduated college • New York, Philadelphia, Boston, and Washington D.C. represent 4 of 9 most popular Cosmopolitan reader cities Timing: July, September, and November issues Costs: 4/C full page ad = $184,700 Maxim Details • Men’s magazine which covers fitness, sports, adventure, cars, finance, and relationships • Total in circulation: 2,579,000 Timing: Maxim fashion issue Costs: 4/C full page ad = $219,280 28

  29. Campaign: Print Advertisement National Magazines In Style Details • Top fashion magazine in circulation Timing: July, September, and November issues Costs: 4/C full page ad = $116,400 Glamour Details • Total circulation: 12,826,000 • 93% of readers are women • 1,434,518 subscribed readers with median age of 33.7 years • 814,443 issues sold at newsstands each month Timing: July, September, and November issues Costs: 4/C full page ad = $152,820 29

  30. Campaign: Print Advertisement National Magazines National Gay Newspaper Guild Details • Total circulation: 325,000 • Multi-city network of GLBT publications providing local and national news, entertainment coverage, and local events listings • Newspapers: • Bay Windows (Boston) • New York Blade • Philadelphia Gay News • Washington Blade Timing: August, October, and December issues Costs: 4/C full page ad = $26,231 30

  31. Campaign: Billboards Billboards Details • Holistic theme carried throughout billboards • Number of billboards varied by city • New York City: 4 • Philadelphia: 3 • Washington D.C.: 3 • Baltimore: 2 • Boston: 2 • Total: 14 Purpose • Conveys brand energy • Provides the image of innovative fashion with a European feel 31

  32. Campaign: Billboards Billboard Costs New York City: • Rotary billboards • $20,000 per month • 4 billboards for 2 months each • Total cost = $160,000 Boston: • Rotary billboards • $11,600 per month • 2 billboards for2 months each • Total cost = $46,400 Baltimore: • Rotary billboards • $4,900 per month • 2 billboards for 2 months each • Total cost = $19,600 Washington D.C.: • Rotary billboards • $6,000 per month • 3 billboards for 2 months each • Total cost = $36,000 Philadelphia: • Rotary billboards • $5,885 per month • 3 billboards for 2 months each • Total cost = $37,782 32

  33. Campaign: Subway Advertising Subway Advertising Details • Commercials run for 15-30 seconds each • Video projection coinciding with Mexx Billboard advertising • Created by Sub Media World Benefits • Shows Mexx clothing in non-traditional format • Visible to as many as 40,000 people per day • 70% of those reached are professional and 77% are between the ages of 25 and 54 Timing: Begin June 1, 2009 in Washington D.C. and New York City Costs • New York = $200,000 • Washington D.C. = $60,000 33

  34. Campaign: Grand Opening Grand Opening Event Details • Live Mexx Figures (model) serving drinks to the guests, acting as fashion consultants, and wearing Mexx clothes • DJ will play to mix shopping atmosphere with party atmosphere • 10% discounts on all merchandise that is purchased that night • 40% discount to all those that register for a “Find Your Fit” account • Previously promoted at Mexx Figure events • Invitations given to all major fashion influencers throughout city Benefits • Generates buzz • Gets consumers into the store • Encourages trial of clothes Timing: July 31, 2009 in one store in each of five cities 34

  35. Campaign: Grand Opening Event Grand Opening Event Costs • Live models @ $600 each • $500 for employee costs • $5,000 for food and drinks • $500 for a DJ • $500 for promotional materials Total Cost for all five cities: $74,500 35

  36. Campaign: Website Website Details • Pre-launch (May 1, 2009-July 31, 2009) • Website Homepage features video contest • Post launch (permanent site begins August 1, 2009) • Enter site at spinning globe, select country to go to US site • E-Commerce capabilities • Create Mexx profile and Find Your Fit virtual body double • Character generator • Select character traits, clothing items generated based on the traits denoted • Share photos from Mexx mirror on Mexx website • Animated banner alerts visitors of upcoming local promotions Benefits • Increases brand awareness on a national level • E-commerce increases conversion • International website alludes that brand is European • Personalization of profile elements drives brand loyalty and reinforces Character Made Visible Cost: $240,000 for online shopping capabilities (included in cost of Mexx Mirror) 36

  37. Campaign: Website Video Storyboard Jogger: Oh man. Five miles isn’t as easy as it used to be. You know what I mean? 37

  38. Campaign: Website Video Storyboard Jogger: With work, friends, and my girlfriend I just don’t have time to do the endurance stuff anymore. Jogger: But what great weather. I don’t think it could get any better. 38

  39. Campaign: Website Video Storyboard [Jogger gets up and jogs away] 39

  40. Campaign: Website Video Storyboard 40

  41. Campaign: Mexx Mirror Mexx Mirror Details • Special camera above mirror takes customer’s picture in Mexx clothing • Located in Mexx fitting area • Customers create Mexx profile on computer adjacent to mirror • Photo printer in booth allows customers to take photos with them • Customers who use Mexx mirror receive a 20% discount on one item in photo • Barcode scanner next to computer allows customers to go online at home and purchase any items in their photos Benefits • Increases conversion by enticing customers to try on clothing • Provides an innovative approach to trying on clothing • Serves as a long-lasting campaign element Timing: Begins August 1, 2009 at Grand Opening Costs • $1,500 electronics cost per store; $13,500 for all nine stores • $240,000 for e-commerce capabilities 41

  42. Campaign: Mexx Mondays Mexx Mondays Details • Partnership between Mexx and trendy restaurants and bars • Restaurants and bars chosen based on alignment with their clientele and Mexx’s target market • Employees wear Mexx clothing during event • Special Mexx cocktails available • Mexx coaster with discount available Purpose • Generates buzz about launch of the Mexx brand • Showcases Mexx clothing on actual people Timing • August, September, October, November, and December • Two events per month after store opening in each city 42

  43. Campaign: Mexx Mondays Mexx Mondays Costs • Cost per city: $38,500 • Total Cost: $192,500 • Other Costs • $2,000 bar cost • $2,000 clothes cost • $750 for promotional and coaster • $200 employee cost each 43

  44. Campaign: Around the World Mexx Around the World Details • Customers submit photos of themselves wearing Mexx in different countries and displaying their unique character • Customer receives 20% discount on the next item purchased for submitting photo • Promoted through word of mouth and fliers • Photos displayed on flat screen behind counter Benefits • Differentiates Mexx as a European brand • Builds brand loyalty • Makes campaign long-lasting Timing: Begins August 1, 2009 Cost: $18,000 for monthly promotional materials • $500 each month per store 44

  45. Campaign: Introduce a Friend to Mexx Introduce a Friend to Mexx Details • Promotes new clothing lines for each season • Personal shoppers are present to aid in the purchase decision • Drinks and food will be provided during this event • 10% discount is provided on all merchandise that night with an additional 40% off one item to all new customers who create a “Find Your Fit” campaigns • Invite loyal customers through Mexx’s direct mailing lists • Employees will also have a client book in which they can personally invite customers they have helped in store to the event Benefits • Increases brand loyalty • Builds longevity around campaign • Brings new customers into the store Timing • Begins November 7th, 2009 • Four times per year during the first month of each of the four seasons Costs • $12,000 per city, $60,000 total • $500 for employee costs • $1,000 for food and drinks • $500 for promotional items per store 45

  46. Campaign: Budget Budget 46

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