The dELiA*s In Your Back Pocket Campaign

Soheb Hasan, Esther Farber, and Scott Levine

i

Executive Summary

dELiA*S is giving away 1000 pairs of free jeans and college scholarships worth

$10,00)

The In Your Back Pocket campaign to be run for 8 weeks beginning in mid-July targeted

at a market of females aged 12-17 (users), 18-24(users and buyers) and 35-55(buyers).

Through our extensive secondary and primary research, namely our use of IdeaMap, we

further defined these three segments based on their purchasing habits, demographics,

psychographics and per purchase spend. We identified the 12-17 year olds as the Trendy

Tweens, the 18-24 year olds as Clever Fashionistas and the mothers aged 35-55 as

Savvy Moms. All three groups displayed high propensity and frequency for shopping, a

clear preference and importance played on jeans, and price and promotion were the most

important deciding factors for making purchases. All segments responded well in

varying degrees to offers that involved a contest to win a college scholarship,

promotional offers specifically gift with purchase and accessories. The constants Prices,

Accessories, Jeans, and Scholarships!! That being said, we have devised a fully

integrated synchronized marketing strategy beginning with PR, direct mail campaign,

advertising, in store display and mass communication utilizing dELiA*S existing

database. We will draw new customers to register at the website and make a purchase to

receive a free nail polish and then enter a contest to win a $10,000 scholarship or one of

the 1000 pairs of jeans that will be given away.

Campaign Results Year 1

Target Market 1,000,000

Response Rate 7%

Sales 70,000

Marketing Contribution $1,263,724

Marketing Expense $500,000

Return on Investment 252.74%

ii

Strategic Summary

Strategic Findings from research Research Source Application to strategy

161% of mothers,34% of 18-24 year olds and 35% of the Tweens agree thatJeans are the most important part of the teenage Wardrobe IdeaMap Research Results 1,000 Pair of Olivia Jeans Giveaway in the contest

2Scholarship contest ranked very high with Mothers and 18-24 year olds IdeaMap Research Results Three $10,000 Scholarships in the contest

3Gift with purchase/accessories ranked very high with all three Segments IdeaMap Research Results Free nail polish with all purchases of $25 and up

4 Preference for Social media engagement & interaction for Tweens Secondary Research Contest rules require posting on Facebook and dELiA*s fans get to vote on winner

5Best media platforms for campaign advertisements to reach the target audiences MRI

Online banner ads placed on magazine websites with direct link to campaign landing page

6Synchronized integreated and interactive strategy for higher response rate

Ernan Roman Integrated & Interactive Marketing Strategy Basis of core strategy(See Media Plan)

718-24 year olds are 28% more likely to shop at new stores when there is a promotion Simmons Gift with Purchase Promotion and the Contest

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Table of Contents Executive Summary ................................................................................................................................... i Strategic Summary .................................................................................................................................... ii Table of Contents ...................................................................................................................................... iii Market Research ........................................................................................................................................ 4 Background .............................................................................................................................................. 4 Industry Overview ................................................................................................................................ 4 Cost Cutting ............................................................................................................................................. 5 Message frequency ............................................................................................................................... 5 Current Media platforms ................................................................................................................... 5 Competition ............................................................................................................................................. 6 Research & Methodology ........................................................................................................................ 6 Campaign Target Market ................................................................................................................... 6 Secondary research .............................................................................................................................. 7 Simmons ................................................................................................................................................... 8 MRI .............................................................................................................................................................. 9 Nail Polish is the New Accessory .................................................................................................... 9 Primary Research Findings ........................................................................................................... 10 Mall Intercept ...................................................................................................................................... 10 IdeaMap ............................................................................................................................................. 11 Strategy ....................................................................................................................................................... 13 Unique Selling Proposition ............................................................................................................ 13 Integrated and Interactive Marketing Strategy .................................................................... 13 Target Lists selections ..................................................................................................................... 14 List Breakdown ................................................................................................................................... 14 Test Marketing .................................................................................................................................... 15 The Offer and Marketing Messages ............................................................................................ 16 Creative Overview- ............................................................................................................................ 17 Media Strategy ......................................................................................................................................... 17

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Market Research

Background

dELiA*s, Inc. is a multi-channel retail company comprised of two lifestyle brands

primarily targeting teenage girls and young women. Its brandsdELiA*s and Alloy

generate revenue by selling apparel, accessories and footwear to consumers through

direct mail catalogs, websites and for dELiA*s, mall-based retail stores.1 dELiA*s was

founded in 1993 as a catalog based company targeted at females aged 13-19 with direct

mail marketing strategies. In 1997 they began opening retail locations and broadening

their customer base by acquiring lists from other childrens catalog companies. 2 By

2009 they had opened 100 retail locations and had a database of over 20 million names.

Their customers now fall in the rage of 10-24 year olds.

Its brands dELiA*s and Alloy generate revenue by selling funky apparel (including

pants, shorts, skirts, tees, jackets, blazers, and bikini tops and bottoms, accessories,

footwear, makeup, and room furnishings to teenage consumers through direct mail

catalogs, websites, and, for dELiA*s, mall-based specialty retail stores. Its clothing has a

casual, vintage feel, and is affordable. 3

Delias now has 110 retail locations, a newly designed website and mobile app. For the

dELiA*s brand specifically, approximately 55% of the brands sales are in the retail

stores and 45% in the direct (catalog/web) business with 90% or more of the direct

business coming through their website.

Industry Overview

Delias is hoping to attain new customers younger than their target demographic to

increase their lifetime values. 12-14 year olds have access to parents money as well as

the internet. Internet sales are increasing as well as childrens influence on household

1 http://www.hoovers.com/company/dELiA*s_Inc/htjyif-1-1njhxk.html 2 http://en.wikipedia.org/wiki/Delia's 3 http://www.directworks.org/dmef-marketing-programs/collegiate-echo

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decision making on purchases.4 With limited retail locations they are faced with

competition from other retail based brands that have more locations as well as web and

catalog sales divisions. dELiA*s has many competitors in the industry, namely

Abercrombie and Fitch, Forever 21, Wet Seal, and Hot Topic. Our research in IdeaMap

confirmed these as well. Recently Victorias Secret targeted younger teens and tweens

with their Pink line but parents felt it was way too racy and inappropriate for their

daughters.5

Cost Cutting

Due to increased costs of fuel, paper, and construction costs of retail locations6 it is

important to best utilize the channels and platforms that have as little an impact on the

bottom line. dELiA*s website and new mobile app are great tools to utilize for new

promotional offers.

Message frequency

dELiA*S uses several means of communication to reach their customer base. Their

website, catalog, Facebook page, Twitter account, and frequent blast emails are all

utilized to deliver messages, promotions, new styles, contests and other events.

Current Media platforms

dELiA*S website, Facebook, Twitter, Instagram, Pinterest, and mobile app. dELiA*S has

a fairly strong social media following:

Platform Followers/Friends

Facebook 691,000

Twitter 4,413

4 Euromonitor International, Make Way For Generation Z 5 http://dfw.cbslocal.com/2013/03/26/victorias-secrets-new-lingerie-line-has-parents-outraged/ http://money.cnn.com/2013/03/27/news/companies/victorias-secret-underwear-ad/index.html 6 Wilson, M. (2012). dELiA*s stylish new look. Chain Store Age, 88(6), 52-53. Retrieved from http://search.proquest.com/docview/1237144717?accountid=13044

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Instagram 108,699

Pinterest 11,026

This large reach, at no additional cost to dELiA*S, will allow the campaign to gain even

more significant social media stride.

Competition

Teenage girl apparel industry is highly competitive and saturated. Many of Delias

competitors have longer operating history, larger resources, and more retail locations.

Those competitors are able to withstand fluctuations in retail location leases and terms. 7

(Refer to SWOT analysis in Appendix)

Research & Methodology

Campaign Target Market

dELIA*s customers range in age between 15-24 but are trying to capture the 12-17

segment more aggressively. The younger ages in particular, to increase customer lifetime

value. For this age group we must also take their mothers into consideration, as we have

discovered in our primary research they are doing the actual buying. We do still target

the older demographic of 18-24 year olds as Delias believes they are the best influencers

to the younger age group. 8 This younger generation Z is a mix of tweens and teenagers.

They are individualistic, extremely tech-savvy and heavily exposed due to the internet.

They are very brand conscious and have significant purchasing power. Their allowances,

money gifts, and income from jobs are almost entirely discretionary. 9 They have

influence over family purchasing decisions. Likewise, they are heavily influenced by

their peers and older teens. Most of their spending is on electronics, music, beauty 7http://www.wikinvest.com/stock/DELIA*s_(DLIA)/Competition_Adversely_Affect_Business 8 http://www.directworks.org/dmef-marketing-programs/collegiate-echo 9 Euromonitor International, Make Way For Generation Z

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products and fashion. Gen Zers are the most frequent users of the internet, with 63% of

American Teenagers going online every day in 2009. Increased tuition fees in the future

will affect this generation and their parents. This combined with very strong index results

from IdeaMap regarding entering contests to win scholarships is one of the main bases

of our campaign.

It is clear from our primary research that moms are enthusiastic about shopping with their

daughters and that the dollars spent per purchase is less when the daughter is shopping

with friends than with their mothers reinforcing both the influence power that the

daughters have on their mothers as well as the essential role of the mothers. ($65.35 vs

134.24) (See IdeaMap results.)

The trends are also pointing in the direction of online shopping. 2/3 of Delias sales are

in store so through a direct and interactive marketing strategy model they can be better

prepared for the shift from retail to online sales. When marketing to this younger, hip and

savvy generation a company must engage them at every level and offer them something

they can identify with and engage in. Kids like to share content and stay connected and a

brand that can apply this to their marketing strategy will heighten the experience. 10

In researching this target audience online we visited several social medias sites namely

dELiA*s own Facebook page as well as YouTube. We found a significant amount of

content sharing called hauls where young tweens and teens post videos of themselves

on YouTube showing the purchases from their latest shopping trips. The amount of

dELiA*s customers that participate in this is quite substantial. These girls serve as brand

ambassadors to dELiA*s at their own volition. Likewise, whenever dELiA*s holds

contests and giveaways on Facebook or calls for interaction from their followers the

response is usually quite large. This again reinforces that this younger demographic of

teenage girls love showing off their clothes and sharing pictures of the items.

Secondary research

10 Eleftheriou-Smith, L. (2012, Apr 18). Do you know generation Z? Marketing, , 12-13. Retrieved from http://search.proquest.com/docview/1015178831?accountid=13044

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Simmons

According to our Simmons reports that we conducted on Mothers with female children

aged 12-17 we found price was extremely important and they were 22% less likely to

agree that price wasnt the most important factor. We also found that they were 36%

more likely to enjoy and prefer shopping with their families and 25% more likely to

enjoy shopping specifically with their children. Our most interesting finding was that

50% were more likely to agree that their children have a significant impact on the

brands I choose. This indicates huge involvement and purchasing power/influence of

tweens and tens on moms. Lastly, while 43% agreed that they dont like it when my

children ask for non essential purchases, but 47% agreed with the statement, I find it

hard to resist my childrens requests for non-essential purchases.

According to our Simmons reports that we conducted on females aged 18-24 we found

that they were 33% less likely to stick with clothing for a long time which implies they

prefer purchasing new styles very often. Further, 89% more likely to agree that they no

longer wear last years clothing as it is out of style and 96% more likely buy new clothing

every season to keep up with trends. We had very high index readings on statements

referring to keeping up with trends, changes in styles and fashion and buying clothes that

werent essential as well as a general love for shopping and shopping at a variety of

places. 76% more likely to want to make a unique fashion statement, but almost 20% less

likely to agree with the statement Most everything I wear is of the highest quality. All

this data supports our claim that females 18-24 are super shoppers and very style and

trend conscious but are not necessarily looking for expensive, high-end luxury brands to

fulfill that need. This group is also 41% more likely to be strongly influenced by their

friends opinion of a store. 113% more likely to prefer shopping with friends. 79% more

likely to say that people often copy what I do or wear.

With regards to the internet, we got fairly high index readings on enjoying going to new

websites and looking for new and exciting websites. 42% more inclined to enjoy

receiving news about new products and services via email. They like to use the internet

prior to shopping trips. They spend a lot of time browsing in stores but they also tend to

buy things on the spur of the moment. There is a strong willingness to travel long

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distance (up to an hour or more) to get to their favorite stores. Although Delias does not

have as many retail locations as some of their competitors, if their customer relationships

are strong, they will have shoppers. They are also very willing to go out of their way to

find new stores. (easy customer acquisition). This group also is more likely to be drawn

to stores that they dont normally shop at by a sale or in our case a promotion. For the

sake of variety and novelty they are willing to change brands. This works in favor for our

campaign. All this research indicates that dELiA*S target market is perfectly primed for

our campaign as they have a deep love for shopping and fashion, their friends

andobservers play a large role, and they are certainly looking for promotions and deals.

(See Appendix Simmons)

MRI

For media advertising based on MRI reports we ran reports on the following groups-

Women with females living in their household aged 13, Girls aged 18-24, andCollege

Studens. The Highest index ratings for all segments indicated - Teen Vogue, Seventeen,

Shape, and Parenting. Due to restricted budget we will not use print ads rather we will

run digital banner ads on these magazines websites.

(See MRI Appendix)

Nail Polish is the New Accessory

While designing the offer we wanted to make sure that the free gift with purchase worked

within budget but also held enough appeal and demand from the audience to seem

worthwhile and exciting. dELiA*s has their own brand nail polish in a variety of bright,

funky colors that are very stylish right now. After conducting some research we found

that nail polish sales were growing steadily alongside makeup due to the huge variety and

availability of different types of colors.11 We also discovered that girls as young as 6

years old liked to wear nail polish as their entry into makeup. Further, their mothers are

less reluctant about letting them wear nail polish as they were about letting them wear 11 Holmes, E. (2012, Dec 06). Decoding the holiday makeup gift. Wall Street Journal. Retrieved from http://search.proquest.com/docview/1222220137?accountid=13044

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makeup.12 Overall, the nail polish industry is seeing growth and demand as the usage is

revolutionized. With so many applications, colors, styles, and designs, nail polishes have

become a new accessory and way for girls and women to express themselves.13

Primary Research Findings

Mall Intercept

We visited several shopping malls with dELiA*s stores in order to get more primary

research on the teens and tweens specifically. We spoke to Delias store managers, sales

associates, and most importantly, the customers (kids and moms). Here are our findings:

Results from store employees:

Moms are the primary shoppers during the week and the target market of teenage girls

mostly shopped after 4 pm on weekdays and throughout the weekend either with their

moms or with friends. The average transaction is approximately $50. This store claimed

a 25% conversion rate. Graphic tees and jeans are the best sellers. The most popular

promotion is Buy One, Get One Half Off. Party dresses are also a great seller for

specific occasions i.e. Sweet Sixteens (Age 16) and Bat Mitzvahs (Age 12).

Results from parents:

Liked DELIA*s frequent promotions as well as their trendy styles. They noticed the

frequent additions of new styles, appreciated the quality of the merchandise and the

online promotions of free shipping.

Results from tweens and teens:

Mostly all paid with cash (given discretionary shopping money often). Jeans and crop

tops are very popular. Most all of them receive the catalog but prefer shopping in store.

They place high value to the relatively low prices. Many admited to going in to browse

but ended up spending more than expected. Some of the girls that didnt buy anything

didnt do so because their parent was not with them (again indicating that some kids still

need parent with them to actually make the purchase so dELiA*S needs the moms!).

12 Athavaley, A. (2011, Feb 03). It's just lip gloss, mom --- marketers work to take the rebellion out of makeup for preteens. Wall Street Journal. Retrieved from http://search.proquest.com/docview/848812391?accountid=13044 13 http://www.nytimes.com/2012/04/05/fashion/once-staid-nail-polish-becomes-fashion-accessory.html?pagewanted=all&_r=0

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IdeaMap

One of our strongest primary research tools was IdeaMap which was created by Dr.

Howard Moskowitz (Refer to Appendix IdeaMap) IdeaMap has been used by

Fortune 500 companies as well as smaller sized corporations to test messaging, new

products, and customer intelligence. The power of IdeaMap also provides an Optimizer simulator, which identifies the best product construct for pre-defined consumer segments as well as for behavioral and attitudinal clusters which emerge as a result of the compiled survey responses.14 We ran three different panel lists to run IdeaMap surveys on mothers of 12-17 year old

girls, females aged 18-24, and females aged 12-17. We tested concepts and ideas that

were developed during our secondary research, our Simmons findings as well as our mall

intercepts. With our results we were able to further outline our segments based on their preferences, demographics, and shopping habits into well-defined target shoppers; The Trendy Tween (12-17), The Clever Fashionista (18-24), and the Savvy Mom. All

three groups agreed that price was the single most important deciding factor when

making a purchase, that jeans were the most important element in their or their daughters

closets, that they preferred in store shopping but preferred email communication.

Respectively on average the three group spend $66.87, $68.05, and $134.24 per purchase

respectively.(See weighted averages in financial worksheet.) This strong resource allows

us to gain better insight on per purchase amounts to be used in our financial projections.

14 http://www.mji-designlab.com/index.php?id=3

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In our IdeaMap survey we also asked an open ended question asking the panelists what

they enjoyed most when shopping in new stores. Here are some of the responses:

Savvy Moms:

Promotions, Price & Style, Spending time with her, New styles, fun fashions and

finding the latest trends together.

Clever Fashionistas:

Savvy Moms

1) How likely are you to purchase from Delia's based on these elements?

1 2 3 4 5 6 7 8 9

Highlighted >+9 winners & +9 winners &

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Good prices and wide variety of clothes, The fashion and accessories, I love when

the clothes are good quality at affordable prices the most. new discounts and deals.

Trendy Tweens:

Good prices and wide variety of clothes. Buying new things i love jewelry, rings

mostly. They don't have to be expensive Im not picky!

This further backed up our research findings that the Savvy Moms enjoy shopping with

their daughters but are certainly looking at price; The Clever Fashionistas love new and

unique clothes but look for deals and promotions; and the Trendy Tweens love shopping

for new clothes and accessories.

(See Appendix-IdeaMap)

Strategy

Unique Selling Proposition

This campaign will leverage dELiA*S existing unique selling proposition of trendy,

quality clothing at affordable prices (which in our IdeaMap results holds significant

weight with all three of our target segments) and add in the element of a gift with

purchase as well as a contest to win a scholarship or a pair of the popular Olivia jean.

The contest offers active engagement on Facebook to the gen z target who our

research shows respond very well to interaction and social sharing.

The mothers are getting a chance to win scholarship money or a pair of jeans, and

a free gift for their daughter

The 18-24 year olds get immediate and instant gratification with a stylish

accessory and the opportunity to win the contest.

dELIA*S is already known for their stylish and affordable jeans and they are their

best sellers so by dangling this as the win is even more enticing than a 50% offer.

Integrated and Interactive Marketing Strategy

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Using the Ernan Roman method of synchronized communication we plan to use Voice of

Customer research to guide multichannel and opt in strategies. Using clear Rules of

Engagement to circle the target and deliver a truly integrated direct marketing message

through the use of PR, Advertising, Email, Website, Social Media15 This approach will

anticipate a 7% response rate, greater than dELiA*S expectations. The strategy is to

aggressively hit the target from many angles throughout the course of the campaign so

that it is never forgotten or ignored.

Target Lists selections

Using NextMark we will rent lists that match the profiles of the three segments we are

trying to reach. We will spend 2/3 of the list budget on a list of mothers with tweens and

the other 1/3 on young adult/teenage shoppers. Our primary objective here is to target the

mothers, they are the gatekeepers to their daughters You cannot by law directly target

kids under the age of 17 via direct mail so the best way is through the mothers who are

generally the buyers and older teens who are the key influencers. Our primary research

data indicates that the average amount spent by teens is significantly lower than when

with their mothers and that the mothers are willing to spend more if with the child

because the child has high spending power and purchase influence over the mother

(simmons. Ideamap etc) Therefore, we target both the mothers and the tweens through

each other but by directly mailing the households of mothers with 12-17 year olds.

List Breakdown

Based on our target market isolation, our first list comprised of 750,000 mothers with

teenage daughters aged between 12-17 from all demographics, who are double opted-in

to receive product offers and advertisement of interest.

15 Roman, Ernan. Customer Relationship Marketing, Customer Relationship Management Solutions. Web. 14 Dec. 2011. .

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List Name Savvy Moms

Total Universe 9,880,058

Universe Rate $45.00/M

Gender 100% Female

Type Postal/Direct Mail

Average Household Income $62,200

The second list comprises of 250,000 young adult female consumers aged 18-24 who

actively purchase young womens apparel, like to look their best and prefer to keep their

clothing options plentiful. They enjoy shopping for the latest in fashion trends, shop at

retail stores, via mail order catalogs and online. In addition to purchasing clothing they

buy accessories such as shoes and purses.

List Name Clever Fashionistas

Total Universe 1,462,606

Universe Rate $45.00/M

Gender 100% Female

Type Postal/Direct Mail

Average Household Income $52,400

Test Marketing

We would then test market response by pulling out 5000 randomly selected names from

the acquired lists to test the effectiveness of the creative offers. This would provide a

large enough sample size to determine the most profitable offer.

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List Name Creati

ve 1 Creatii

ive 1

Offer2

Creativ

e 1

Creativ

e 2

Creativ

e 2

Creativ

e 2

Creativ

e 3

Creativ

e 3

Creativ

e 3

Offer 1 Offer 3 Offer 1 Offer 2 Offer 3 Offer 1 Offer 2 Offer 3

Savvy Moms 5000 5000 5000 5000 5000 5000 5000 5000 5000

Clever

Fashionistas

5000 5000 5000 5000 5000 5000 5000 5000 5000

Trendy

Tweens

5000 5000 5000 5000 5000 5000 5000 5000 5000

Given the time constraint of the 8 week campaign we would not be able to adopt this test

marketing strategy. Rather, with the help of the Optimizer simulator tool from IdeaMap, we are able to identify the best offer for our pre-defined target markets. The Offer and Marketing Messages

dELiA*s is giving away 3 $10,000 scholarships and 1,000 pairs of Olivia Jeans!

You choose the winners!!!

Offer -Free Gift with purchase and enter a contest to win a college scholarship or a pair

of the popular Olivia jeans.

Call to action- go to www.delias.com/inyourbackpocket and register to get the

promotional code. Spend $25 and up, enter the promotional code and get a free nail

polish and enter a contest to win one of three $10,000 scholarships or one of 1000 pairs

of jeans that are being given away

Take a picture in your favorite dELIA*S clothing and post on Facebook telling everyone

where you think you want to go to college and what you are interested in studying as well

as some of your future aspirations. The three contestants with the most likes wins the

scholarship. Subsequent 1000 winners get free pair of the popular Olivia jeans.

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Creative Overview-

The overall look and tone of the campaign- postcard mailer, the website landing page,

and online advertisements will be bright, colorful, and all about jeans and college. All

forms of media and marketing will be strategically planned throughout the campaign with

a strong call to action to the website to register. The main points that will be

communicated are:

Free Nail Polish with purchase of $25.

dELIA*S is giving away 1,000 pairs of our Olivia Jeans and 3 $10,000 scholarships!

Go to www.delais.com/inyourbackpocket for contest rules. You choose the winners!

Media Strategy Public Relations We will hire a PR company to handle a press release and publicity for the entire 8 weeks

of the campaign to generate interest and drive people to the campaign landing page.

Their marketing and communication efforts will be in highlighting dELIA*S relationship

with young teens and how this campaign will not only get them a free gift with purchase

but a chance to win a scholarship or one of the 1000 pairs of Olivia jeans giveaway.

dELIA*S reputation as a company concerned with the furthering of the education of

young women will add to their character and brand. E-mail Communication and dELiA*s in house Communication Mix At the onset of the campaign dELiA*s will create a campaign landing page

www.delais.com/inyourbackpocket where users will see a tab that says REGISTER

HERE to claim your free nail polish (with purchase of $25 and up). They will register

with an email address upon which they will be given the promotional code to receive a

free nail polish with purchase of $25 or more. There will also be an explanation of the

contest rules. This campaign will be advertised with banners on their website, their daily

and weekly emails, as well as in the most recent catalog that goes out at time of the

campaign.

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In the first week of the campaign dELiA*S will begin emailing their email database list

bi-weekly through the duration of the campaign (***note that as more consumers become

exposed to the campaign, more will register and their email reach will grow throughout

the campaign- at no additional cost!) (Also, this will give dELiA*S the unique

opportunity to clean their in house lists ad better identify lead users).

At the same time, dELiA*S will use all their social media platforms to communicate the

campaign and contest via Facebook, Twitter, Instagram, and Pinterest inviting their

followers and contestants to participate, submit, and vote.

The catalogs are another form of advertising the company at no additional cost. The most

recent catalog that is released around the time of the campaign should likewise have an

ad describing the campaign and a call to action to register at the landing page to enter the

contest. dELiA*s catalog customer service representatives can serve as telemarketers to

any incoming call by informing the customer that they can receive a nail polish with any

purchase of $25 and up and then discuss the contest prizes with them. In Store Advertising As seen in our IdeaMap survey results as well as secondary research, our target markets

are affected by in store displays and tend to browse a while during their time in store. In

the second week of our campaign we will be placing large display ads at the entrance to

each of the 110 retail locations and some strategically placed throughout the store and

near the jeans sections. The displays will have messaging such as Free Nail Polish with

purchase of $25 and up We are giving away 1000 pairs of our popular Olivia Jeans

and $10,000 scholarships! The store employees are a great form of in store advertising

as well and should be very well educated in the details of the campaign. They too can

ask for email addresses and hand out the promotional code for the program. These will

remain in store for the duration of the campaign. Digital Advertising Starting in the second week of the campaign we will begin running 4 online banner ads

for two weeks at a time staggered throughout the campaign. They will be run on the

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websites of the magazines that had the highest index readings for all our target segments,

TeenVogue.com. Seventeen.com, Shape.com, and Parenting.com. Direct Mail In week 3 of the campaign, after initial buzz has been generated, we will be mailing a

campaign centered postcard to our 1,000,000 person mailing list. The call to action will

be very clear- to go to the website to get your gift with purchase and enter a contest to

win one of three $10,000 scholarships or the 1000 jeans giveaway. Based on the 7%

response rate dELiA*S will be gaining 70,000 new email addresses of consumers that

identically match the profile of the shoppers they are trying to acquire.

At the end of the campaign the winners will be announced via email, Facebook, Twitter,

Instagram, Pinterest, dELiA*S website and should be mentioned in the next catalog.

Everyone wins!!! All shoppers get a free nail polish, 3 winners get a $10,000 scholarship

each, 1000 winners get a pair of the popular Olivia jean and dELiA*S gets the exposure,

sales, new email contacts, and a newly reinforced reputation as a destination for clothing,

jeans, and assisting teens in achieving their future goals in education.

(See appendix for Media Plan schedule calendar dates)

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Appendix:

Return on Investment-

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Appendix:

ROI Contd

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Appendix:

Budget Allocation:

Weighted Averages (IDEAMAP)Savvy Moms Trendy Tweens Clever FashionistasSales (mothers) % resp Sales(12-17) % of resp Sales(18-24) % of resp sales

50.00$ 16% 8.00$ 25.00$ 18% 4.50$ 25.00$ 5% 1.25$ 75.00$ 27% 20.25$ 37.00$ 30% 11.10$ 37.00$ 36% 13.32$ 124.50$ 27% 33.62$ 62.00$ 15% 9.30$ 62.00$ 23% 14.26$ 224.50$ 22% 49.39$ 87.00$ 14% 12.18$ 87.00$ 16% 13.92$ 274.50$ 4% 10.98$ 112.00$ 10% 11.20$ 112.00$ 11% 12.32$ 300.00$ 4% 12.00$ 137.00$ 7% 9.59$ 137.00$ 4% 5.48$

150.00$ 6% 9.00$ 150.00$ 5% 7.50$

Average Sale 134.24$ Average Sale 66.87$ Average Sale 68.05$ Average sale mothers & Tweens $100.55

$225,125

$110,000

99,225

$30,000 $17,750 $7,900

$5,000 $5,000 Budget

Direct mail

Online Advertising

Gift With Purchase

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Appendix:

Media Plan Schedule

201315th-21st July22nd-28th July29th Jul-4th Aug5th-11thAug12th-18th Aug19th-25th Aug26th Aug- 1st Sep2nd-8th Sep

Media Plan Week 1 Week 2 Week 3 week 4 week 5 Week 6 Week 7 Week 8 Costs

Public Relations CampaignPR news wire services $5,000

E-mailOwn Data Base $0

In Store DisplayPoint of Purchase Displays $7,000Counter Top Displays $900

Advertisement:Banner online TeenVogue.com $35,000Seventeen.com $25,000Shape.com $25,000Parenting.com $25,000

Delia*s Website $0Landing Page and Creative $5,000

Social MediaFaceBook $0Instagram $0Twitter $0Pinterest $0

PremiumScholarship $30,000Jeans Giveaway $17,750Gift with Purchase $99,225

Direct MailSavvy Moms/Trendy Tweens $168,844Clever Fashionista $56,281Total Budget 500,000.00

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Appendix:

Creative Composition/Creative Brief:

Direct Mail Postcard

Sample In Store Display

25

Sample Advertisements:

Sample of dELiA*s platform advertising

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SWOT analysis

MRI Appendix

MRI Indexes for Magazines Total '000 Proj '000 Pct Across Pct Down Index

Households with 13 year old female Teen Vogue 3584 1326 37 1.8 114Households with 14 year old female Teen Vogue 3336 115 3.4 4.6 165Households with 15 year old female Not large enough sample sizeHouseholds with 16 year old female Teen Vogue 3336 176 5.3 6.6 234Female College Students Teen Vogue 3584 2056 57.4 7 449Female 18-24 Teen Vogue 3584 2056 57.4 7 449Femaile 18-24 Seventeen 8870 4375 49.3 14.9 386Mothers with teenage daughters Shape 6377 2819 44.2 3.8 136Women age 35-44 Shape 6377 1868 29.3 4.6 166Women age 35-44 Parenting 9838 2777 28.2 6.8 160Women with 13 year old daughters Shape 6377 2819 44.2 3.8 136Women with 13 year old daughters Parenting 9838 7347 74.7 9.8 230

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Appendix:

Simmons Data:

FEMALE MOTHERS with DAUGHTERS (12 or 13-17 years old) DATE EXECUTED : 04/04/2013 Sample Weighted Vertical% Horizontal% Index Total %Total 2,395 19,747 100.0% 8.9% 100 8.9%

PRICE ISNT THE MOST IMPORTANT FACTORIT IS GETTING EXACTLY WHAT I WANT 880 6,140 31.1% 6.9% 78 2.8%I PREFER TO SHOP WITH MY FAMILY 980 8,310 42.1% 12.0% 136 3.7%I ENJOY SHOPPING WITH MY CHILDREN 1,076 7,369 37.3% 11.1% 125 3.3%MY CHILDREN HAVE A SIGNIFICANT IMPACT ON THE BRANDS I CHOOSE 874 6,681 33.8% 13.3% 150 3.0%I DONT LIKE IT WHEN MY CHILDREN ASK FOR NON-ESSENTIAL PURCHASES 936 6,719 34.0% 12.7% 143 3.0%I FIND IT HARD TO RESIST MY CHILDRENS REQUESTS FOR NON-ESSENTIAL PURCHASES 699 5,650 28.6% 13.0% 147 2.5%I OFTEN POSTPONE PURCHASES FOR MY CHILDREN UNTIL SPECIAL OCCASIONS 945 7,120 36.1% 11.4% 128 3.2%

FEMALE 18-24 years OLDDATE EXECUTED : 04/04/2013 Sample Weighted Vertical% Horizontal% Index Total %Total 1,025 12,126 100.0% 5.4% 100 5.4%I STICK WITH CLOTHING STYLES THAT HAVE STOOD THE TEST OF TIME 471 5,381 44.4% 3.7% 67 2.4%FASHION MAGAZINES HELP ME DETERMINE WHAT CLOTHES TO BUY 298 3,105 25.6% 11.8% 216 1.4%I LIKE TO KEEP UP WITH THE LATEST FASHIONS 486 5,563 45.9% 10.2% 188 2.5%OFTEN I BUY CLOTHES THAT I DONT REALLY NEED 399 4,702 38.8% 9.8% 180 2.1%MOST EVERYTHING I WEAR IS OF THE HIGHEST QUALITY 246 2,524 20.8% 4.5% 82 1.1%I LIKE TO MAKE A UNIQUE FASHION STATEMENT 339 3,769 31.1% 9.6% 176 1.7%I NO LONGER WEAR A LOT OF THE CLOTHES I WORE A YEAR AGO BECAUSE THEY HAVE GONE OUT OF STYLE 248 2,669 22.0% 10.3% 189 1.2%I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW CLOTHING STYLES 254 2,815 23.2% 12.4% 228 1.3%I AM WILLING TO SPEND MORE THAN I CAN REALLY AFFORD, TO GET THE CLOTHES THAT I WANT 221 2,669 22.0% 9.1% 167 1.2%I HAVE A CONSERVATIVE DRESS STYLE 349 4,322 35.6% 3.7% 69 1.9%I LIKE TO EXPERIMENT WITH NEW CLOTHING STYLES 531 6,039 49.8% 11.2% 206 2.7%ALMOST EVERY SEASON I BUY NEW CLOTHES IN ORDER TO KEEP UP WITH THE LATEST FASHIONS 280 2,755 22.7% 10.7% 197 1.2%I REALLY ENJOY CLOTHES SHOPPING 636 7,372 60.8% 10.3% 189 3.3%I LIKE TO GO TO WEBSITES THAT I HAVE NEVER BEEN TO BEFORE 465 5,232 43.1% 7.8% 144 2.4%I LIKE TO LOOK FOR NEW AND INTERESTING WEBSITES 487 6,173 50.9% 8.6% 159 2.8%I LIKE TO HEAR ABOUT NEW PRODUCTS AND SERVICES VIA E-MAIL 330 3,792 31.3% 7.7% 142 1.7%WHEN I SHOP I USUALLY VISIT A VARIETY OF STORES 670 7,798 64.3% 8.2% 151 3.5%MY FRIENDS OPINION OF A STORE INFLUENCES WHETHER I SHOP THERE 274 3,505 28.9% 7.7% 141 1.6%EVEN WHEN I DO NOT PURCHASE SOMETHING, I ENJOY SHOPPING 573 6,708 55.3% 8.3% 153 3.0%I USUALLY ONLY GO SHOPPING WHEN I HAVE TO BUY SOMETHING I REALLY NEED 484 5,098 42.0% 3.6% 66 2.3%I GO SHOPPING FREQUENTLY 478 5,483 45.2% 8.5% 156 2.5%I AM USUALLY THE FIRST AMONG MY FRIENDS TO SHOP AT A NEW STORE 230 2,998 24.7% 13.3% 245 1.3%I AM DRAWN TO STORES I NORMALLY DONT SHOP AT BY SALES 416 5,209 43.0% 7.0% 128 2.3%I OFTEN USE THE INTERNET TO HELP PLAN MY SHOPPING TRIPS 278 3,155 26.0% 6.9% 127 1.4%I TEND TO SPEND LONG PERIODS OF TIME IN A STORE BROWSING 498 5,667 46.7% 8.5% 156 2.5%I AM WILLING TO TRAVEL UP TO AN HOUR OR MORE TO SHOP AT MY FAVORITE STORES 346 4,251 35.1% 8.2% 150 1.9%I PREFER TO SHOP WITH MY FRIENDS 510 5,773 47.6% 11.6% 213 2.6%I TEND TO BUY THINGS ON THE SPUR OF THE MOMENT 416 5,187 42.8% 7.9% 145 2.3%I OFTEN GO OUT OF MY WAY TO FIND NEW STORES TO SHOP AT 180 1,952 16.1% 10.0% 184 0.9%I REALLY ENJOY ANY KIND OF SHOPPING 479 5,475 45.1% 9.3% 171 2.5%I LIKE TO TRY NEW THINGS NO ONE ELSE HAS 458 5,394 44.5% 8.8% 161 2.4%PEOPLE OFTEN COPY WHAT I DO OR WEAR 376 3,989 32.9% 9.8% 179 1.8%I LIKE TO CHANGE BRANDS OFTEN FOR THE SAKE OF VARIETY AND NOVELTY 290 3,195 26.3% 8.0% 147 1.4%I PREFER TO BUY THINGS THAT MY FRIENDS OR NEIGHBORS WOULD APPROVE OF 214 2,529 20.9% 9.2% 168 1.1%I TRY TO KEEP ABREAST OF CHANGES IN STYLES & FASHIONS 399 4,115 33.9% 7.2% 133 1.8%

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Appendix:

IdeaMap Survey Questions

Q1S: What is your age? 12-1718-2425-3031 and older

Q2M: Please indicate your genderFemaleMale

Q3S: For demographic purposes only, which of the following best describs your ethnic backgroundWhite/CaucasianBlack/African American Native American/Native AlaskanHispanic/LatinoMiddle EasternAsianOthers

Q4S: Where do you live?Northeast USAMidwest SoutheastCentralPacific Northwest West Coast

Q5S: Which of the following best describes the neighborhood where you liveUrbanSuburbanRural

Q6S: What is your household income?under $30,000 before taxes$30,000 - $49,999$50,000-$69,999$70,000 - $89,999$90,000 and above

Q7S: How frequently do you go shopping?rarelyspecial occassionsmonthlyweeklymore than weekly

Q8S: With regards to shopping which of the following is your preferenceOnline/Internet sitesCatalogIn store/retail locationshopping mall

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Q9S: How much do you spend on clothing and accessories when shopping?Under $25$25-$49$50-$74$75-$99$100-$124$125-$149$150 and above

Q10S: Are you currently a student?YesNo

Q11S: Are you currently employed?Full timePart timeNo

Q12S: Which of the following best describes the highest level of education that you have completedGrade/Elementary/Junior HighSome High SchoolCompleted High SchoolSome College Completed CollegeCompleted Graduate or Post-GraduateVocational School

Q13S: What is the MOST important factor that you look for when shopping for clothing, shoes and accessories?QualityStylePriceTrendy DesignsComfortVarietyPromotionsFitOccassion Specific

Q14S: Which from the following is your favorite brand? Abercrombie & FitchWet SealAeropostaleForever 21Delia'sHollisterHot TopicAmerican Eagle OutfittersPINK by Victoria's Secret Other

Q15S: How likely are you to try new brands? Very Likely Somewhat Likely Not Likely At All

Q16S: Which of the following factors is most important to you while shopping online/ in store/ through catalog? PriceConveniencePromotionsGreat Customer Service

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Q17S: Are you aware of the brand Delia's?YesNo

Q18S: If Yes, have you ever shopped there?YesNoN/A

Q19S: How would you rate Delia's as a clothing brand on a scale of 1 to 9? ( 1 being the lowest and 9 being the highest)123456789

Q20S: Which of the following is the way you prefer to be notified about new items, sales, offers, and promotions from your favorite clothing brands? E-mailFacebookCompany WebsiteDirect MailCatalogIn Store DisplayTV AdvestisingMagazine AdvertisingOther Social Media Platforms

Q21S: Which of the following offers is most motivating for you to make a purchase?Promotional DiscountGift With PurchaseChance To Win Concert TicketsChance To Win A ScholarshipChance To Win A Makeover and OutfitChance To Win A Shopping SpreeInstagramSocial Media Star

Q22S: Which of the following influences you the most in your shopping decisions?ParentsFriendsBoyfriendsSiblings Brand AdvertisingCelebrity Endorsements

Q23S: How much money are you usually willing to spend on a well fitting pair of jeans? Less than $20$20- $49$50 - $79$80 and above

Q24S: How often do you buy a new pair of jeans?More Than Once a WeekWeeklyMonthly Special OccassionsRarely

Q25S: Of the following, which is the most important element to your wardrobe? JeansGraphic T-ShirtsDressesShoesAccessories

Q26O: Please tell us below what gets you most excited about shopping and buying from a new place.

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