Tory Burch Merchandising Project

!!!!!Home Bedding Collection Fall 2014 !!Prepared by: Erika Adams December 6, 2014

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Table of Contents !3 Executive Summary

4 Mission and Vision Statement

5 Social Responsibility

6-8 Customer Profile

9-11 Customer Narrative

12 Inspiration/ Mood Board

13-14 Market Research

15 Group Overview

16-21 Line Sheet

22 Style Numbers: Assortment Classification Plan

23-25 Style Numbers: Assortment Master Page

26 Brand Identity | Selling Appeal | Distinct Characteristics

27 Retail Partner

28-29 Production Calendar

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30-33 Purchase Order

34 Sales Projection By Item

35-37 Marketing Plan

38 Marketing Team Execution

39-41 Press Kit

42 Bibliography

Executive Summary ! Tory Burch is a global business that has launched many successful product extensions since its initial launch in 2004. This

home bedding collection is the perfect addition to the already successful Tory Burch home collection. The Tory Burch bedding

collection is luxurious, colorful and eclectic and plays off of the current ready to wear season.

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Mission and Vision Statement !MISSION ! Tory Burch is an American lifestyle brand that is inspired by the personal style and sensibility of its CEO and designer, Tory

Burch. Known for its eclectic prints, details and colors, the collection includes ready-to-wear, shoes, handbags, accessories,

home, and beauty. Art, music, travel and interiors are the inspiration for the Tory Burch brand.

!VISION ! Tory Burch strives to continue being a global business and to reach women all over the world. Through expanding its

boutiques and department store presence across continents, as well as continuing to be a dominant online presence though

toryburch.com.

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http://toryburch.com

Social Responsibility !SOCIAL RESPONSIBILITY ! Social Responsibility is an essential part of Tory Burch. In 2009 the Tory Burch foundation was founded to support and

empower women entrepreneurs economically in the U.S. The foundation invests in the success and sustainability of women-

owned businesses through loans, mentorships, and entrepreneurial education.

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Customer Profile !Segmentation Types/ Bases: Illustrative Categories: !Geographic Segmentation !! ! !! ! ! Region ! ! East Coast to West Coast !! ! !! ! ! City Size ! ! 100,000+!! ! ! Population Density! Suburban, Urban! ! !! ! ! Climate ! ! Warm, Temperate, Cold !!!Demographic Segmentation !! ! ! !! ! ! Age! ! ! 30-40, 41+! ! !! ! ! Gender ! ! Female!! ! ! Household Size ! 2 or more !! ! ! Income ! ! Household income of $200,000+!! ! ! Occupation ! ! Professional, Executive, Manager!! ! ! Education ! ! College, MBA!

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!Sociocultural Segmentation !!! ! ! Culture ! ! American, European !! ! Sub Culture !! ! ! Religion ! ! Any !! ! ! National Origin ! Italian, French, Spanish, Irish!! ! ! Race ! ! ! Hispanic, African-American, Oriental !! ! ! Social Class !! Upper-Middle Class, Upper-Class!!Affective and Cognitive Segmentation !! ! ! !! ! ! Degree of Knowledge Expert!! ! ! Benefits Sought ! Prestige, Quality, Luxury !! ! ! Attitude ! ! Achievers, Hard Workers, Strivers !!Behavioral Segmentation ! !! ! ! !! ! ! Brand Loyalty ! ! Divided, Undivided Loyalty !! ! ! Store Loyalty ! ! Divided, Undivided Loyalty!! ! ! Usage Rate ! ! Medium, Heavy !

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! ! ! User Status ! ! Current User!! ! ! Payment Method ! Credit Card, Cash!! ! ! Media Usage Magazines, TV, Newspapers !! ! ! Usage Situation ! Home

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Customer Narrative ! A day in the life of my ideal client beings with her waking up in her luxurious king sized bed alongside her husband in her

beautiful five bedroom home in Highland Park, Illinois. After shutting off her alarm at precisely 6:00am, she takes a moment to sink

a little deeper in to her plush and luxurious comforter for some last minutes of comfort before starting her bed. After both her and

husband have gotten up, brushed their teeth and showered, she returns to their large master suite to make her bed. She flattens

out her Egyptian Cotton sheets, folds over her printed and bright comforter and arranges her variety of bright and beautiful throw

pillows to add the finishing touch to her beautiful bed. After finishing her bed, she takes a step back to admire how her beautifully

made bed is the center of attention in her large and neutral room. She steps in to her large walk in closet where she picks out a

perfectly tailored navy skirt suit along with a white blouse and her favorite pair of Tory Burch flats.

After she had finished her hair and makeup, she makes her way to the kitchen where she joins her husband and her two

teenage daughters for breakfast. Checking the time on her Tory Burch gold watch she realizes she must leave the house soon

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before hitting traffic to get to work in Chicago, she pours the rest of her coffee in her coffee tumbler grabs her Tory Burch

Robinson purse and heads out the door.

She gets in to her BMW SUV and prepares herself for her traffic filled commute to Chicago. Making it right on time at

9:00am, she walks in to her office at Aon where she is the VP of marketing. Its the beginning of the month which means she has a

day filled with meetings with her marketing team to collaborate on the upcoming month. In addition, she has an important lunch

scheduled with the President of Marketing at Rosebud, to fill him in on what happened during that day’s meetings. The second

half of her work day is more relaxed as she stays in her office and works on returning some emails. At 4:55 pm she begins packing

up her laptop, planner and paperwork she has to look over in to her spacious purse.

After returning to Highland Park she has a few errands to run before returning home. She stops at Whole Foods to buy

some groceries for the week and ingredients for dinner. After that, she quickly stops at Nordstrom where she has to pick some

new Tory Burch sheets for her guest room since her husband’s parents are coming in to town to visit later that week. After a lovely

dinner with her husband and two daughters, she gets ready to head to her weekly 8:15 candlelight yoga class at Core Power with

her oldest daughter. It’s the perfect way to unwind after a long and stressful day.

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Upon returning home she gets ready for bed, and is excited to be able to relax in her luxurious bed alongside her husband

with a good book. By 11pm she is exhausted and ready to to fall asleep. She shuts off her lamp on her nigh stand, gives her

husband a good night kiss and sinks in to her comfortable bed. She hugs the comforter underneath her chin and rubs her face

against her soft pillow cases, immediately falling sleep.

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Inspiration Images/ Mood Board !THE TORY BURCH HOME BEDDING COLLECTION IS INSPIRED BY PERSONAL STYLE OF ITS DESIGNER, TORY BURCH. THE COLLECTION INCORPORATES ELEMENTS OF THE CURRENT READY TO WEAR COLLECTION AND FITS SEAMLESSLY WITH THE TORY BURCH HOME COLLECTION.

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Market Research ! My brand extension is a bedding collection for Tory Burch for the season of Fall 2014. The collection will include comforters,

sheets, and throw pillows that correlate with Tory’s Fall 2014 ready to wear collection. The focus of this collection is the fabrication

and the bold patterns that will be used. In addition details like embellishments, ribbons, ropes and other materials will be used to

make this bedding collection unique and luxurious.

I believe that this collection will be filling a hole in the market because while some designers have created a bedding

extension in their brand, they remain pretty classic and contemporary. Tory Burch’s bedding would directly correlate to her ready to

wear collection, giving her niche customer an opportunity to bring their love for her loud artistic patterns and luxurious materials in

their home.

!!

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• 10 Different key fabric styles per collection

▪ Comforter

▪ Sheets

▪ Pillows

▪ Accent Pillows

▪ Throw Blankets

• 5 staple colors that are available year round for sheets and pillow cases

• $95-650

!• Tory Burch has expanded in to the Home market but has not done any sort of products for the bedroom

!• Her iconic prints and fabrics would translate from her current apparel collection seamlessly in to her home collection

!• Luxurious fabrics and craftsmanship would make it attractive to my target customer to buy

!• Not many high end designers have branched in to creating bedding so exclusivity would a selling point

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Group Overview

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“STAY ROYAL” GROUP

Tufted Throw Pillow

Pillowcases Comforter

EGYPTIAN COTTON

Pillowcases

Sheets SILK DUVET SET

Pillowcases

Duvet Cover

EMBELLISHED THROW PILLOWS

FRINGE THROW PILLOWS

Line Sheet

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Style Numbers: Assortment Classification Plan

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Style Numbers: Assortment- Master Page

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Brand Identity | Selling Appeal | Distinct Characteristics

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BRAND IDENTITY Quality

Luxury

Sophisticated

SELLING APPEAL The Home Bedding collection by Tory Burch is

the ultimate luxury bedding collation for the sophisticated Tory Burch customer. This is

luxurious collection is sure to make a statement in your home with eclectic patterns, intricate

details and the highest quality materials.

!Patterns

Color

Unique

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DISTINCT CHARACTERISTICS This Home Bedding by Tory Burch is consistent to the rest to the rest of her brand in that it includes eclectic details, made with the best quality and

craftsmanship.

!Eclectic details

Social responsibility

Quality

Retail Partner | Distribution Location

Bloomingdale’s reputation for quality, luxury and as well as unique and distinctive products made it the perfect choice to carry our Tory Burch Home Bedding Collection. With a reputable home department that focuses on luxury items, the Tory Burch collection was a perfect fit for Bloomingdales and its upscale clientele.

The Tory Burch Home Bedding Collection with be available in the following Bloomingdales:

•Bloomingdales North Michigan Avenue - Chicago, IL

•Bloomingdales Boca Raton Town Center - Boca Raton, FL

•Bloomingdales Santa Monica Place -Los Angeles, CA

•Bloomingdales SoHO - New York, NY

•Bloomingdales The Dubai Mall - Dubai, United Arab Emirates

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Production Calendar

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Purchase Order !

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Ven# Vendor Name Beg. ShipComplete Terms Label Dept Season Buyer Date PO# Retailer

Tory Burch Aug 30 Sept 15 Net 30Tory Burch Home Fall Stephanie 4/1/13 830 Bloomingdales

New Order: X Confirmation _____X Shipped: Ordinary_____X Special______

XS S M L XL

Style # Description Color Twin Full Queen King One Size TTL UnitsWholsale Retail TWS TR

133511 Down Comforter Twin Print #1 1 2 2 1 6 $ 260.00 $ 520.00 $ 1,560.00 $ 3,120.00

133512 Down Comforter Full Print #1 1 2 2 1 6 $ 270.00 $ 540.00 $ 1,620.00 $ 3,240.00

133513 Down Comforter Queen Print #1 1 2 2 1 6 $ 280.00 $ 560.00 $ 1,680.00 $ 3,360.00

133514 Down Comforter King Print #1 1 2 2 1 6 $ 300.00 $ 600.00 $ 1,800.00 $ 3,600.00

133521 Down Comforter Twin Print #2 1 2 2 1 6 $ 260.00 $ 520.00 $ 1,560.00 $ 3,120.00

133522 Down Comforter Full Print #2 1 2 2 1 6 $ 270.00 $ 540.00 $ 1,620.00 $ 3,240.00

133523 Down Comforter Queen Print #2 1 2 2 1 6 $ 280.00 $ 560.00 $ 1,680.00 $ 3,360.00

133524 Down Comforter King Print #2 1 2 2 1 6 $ 300.00 $ 600.00 $ 1,800.00 $ 3,600.00

131411 Gold Rope Pillow Sham (Pair)

Print #1 1 2 2 1 6 $ 75.00 $ 150.00 $ 450.00 $ 900.00

131421 Gold Rope Pillow Sham (Pair)

Print #21 2 2 1 6 $ 75.00 $ 150.00 $ 450.00 $ 900.00

13411 Gold Rope Tuffted Throw Pilow

Print #1 6 6 $ 40.00 $ 80.00 $ 240.00 $ 480.00

13412 Gold Rope Tuffted Throw Pilow

Print #2 6 6 $ 40.00 $ 80.00 $ 240.00 $ 480.00

132651 Egyptian Cotton Flat Sheet Twin

Burnt Brown 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00

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132652 Egyptian Cotton Flat Sheet Full

Burnt Brown 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00

132653 Egyptian Cotton Flat Sheet Queen

Burnt Brown 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00

132654 Egyptian Cotton Flat Sheet King

Burnt Brown 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Khaki 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Khaki 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00


Khaki 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Khaki 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Burgundy 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Burgundy 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00


Burgundy 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Burgundy 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Tan 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Tan 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00


Tan 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Tan 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Grey 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Grey 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00

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Grey 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Grey 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00

132751 Egyptian Cotton Fitted Sheet Twin

Burnt Brown 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00

132752 Egyptian Cotton Fitted Sheet Full

Burnt Brown 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00

132753 Egyptian Cotton Fitted Sheet Quen

Burnt Brown 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00

132754 Egyptian Cotton Fitted Sheet King

Burnt Brown 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Khaki 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Khaki 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00

132763 Egyptian Cotton Fitted Sheet Queen

Khaki 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Khaki 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Burgundy 1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Burgundy 1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00


Burgundy 1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Burgundy 1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Tan1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Tan1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00


Tan1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00

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Tan1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00


Grey1 2 2 1 6 $ 100.00 $ 200.00 $ 600.00 $ 1,200.00


Grey1 2 2 1 6 $ 107.50 $ 215.00 $ 645.00 $ 1,290.00


Grey1 2 2 1 6 $ 115.00 $ 230.00 $ 690.00 $ 1,380.00


Grey1 2 2 1 6 $ 122.50 $ 245.00 $ 735.00 $ 1,470.00

133231 Duvet Cover Twin Print #1 1 2 2 1 6 $ 150.00 $ 300.00 $ 900.00 $ 1,800.00

133232 Duvet Cover Full Print #1 1 2 2 1 6 $ 160.00 $ 320.00 $ 960.00 $ 1,920.00

133233 Duvet Cover Queen Print #1 1 2 2 1 6 $ 170.00 $ 340.00 $ 1,020.00 $ 2,040.00

133234 Duvet Cover King Print #1 1 2 2 1 6 $ 180.00 $ 360.00 $ 1,080.00 $ 2,160.00

133241 Duvet Cover Twin Print #2 1 2 2 1 6 $ 150.00 $ 300.00 $ 900.00 $ 1,800.00

133242 Duvet Cover Full Print #2 1 2 2 1 6 $ 160.00 $ 320.00 $ 960.00 $ 1,920.00

133243 Duvet Cover Queen Print #2 1 2 2 1 6 $ 170.00 $ 340.00 $ 1,020.00 $ 2,040.00

133244 Duvet Cover King Print #2 1 2 2 1 6 $ 180.00 $ 360.00 $ 1,080.00 $ 2,160.00

131331 Duvet Pillow Shams (Pair) Print #2 1 2 2 1 6 $ 75.00 $ 150.00 $ 450.00 $ 900.00

131341 Duvet Pillow Shams (Pair) Print #1 1 2 2 1 6 $ 75.00 $ 150.00 $ 450.00 $ 900.00

134185 Embellished Throw Pillow Small

Tan 6 6 $ 42.00 $ 84.00 $ 252.00 $ 504.00

134186 Embellished Throw Pillow Large

Tan 6 6 $ 47.50 $ 95.00 $ 285.00 $ 570.00

1341105 Fringe Pillow Small Suede Fringe 6 6 $ 42.00 $ 84.00 $ 252.00 $ 504.00

1341106 Fringe Pillow Large Suede Fringe 6 6 $ 47.50 $ 95.00 $ 285.00 $ 570.00

396 $ 51,294.00 $ 102,588.00

Sales Projection By Item

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Marketing Plan

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PHASE OBJECTIVE STRATEGY TACTIC

INTRODUCTION (30%) $19,235.25 To introduce new home bedding brand extension of Tory Burch.

To introduce Tory Burch’s home bedding collection that is consistent to her eclectic and unique brand.

A product launch event in NYC hosted by Tory Burch herself with Bloomingdales SoHo. The marketing budget would go towards invitations to celebrities, fashion industry professionals and fashion bloggers. A portion would go towards paying Bloomingdales for hosting the event at their store and to pay for their staff. Catering, a DJ and goodie bags would also be part of the budget. In addition, the final portion of the budget would go towards press placement on coverage of the event.

MAINTENANCE (50%) $32,058.00 To build traffic in all five stores carrying Tory Burch Bedding.

To introduce high quality, luxurious bedding that is eclectic and unique.

Since this is the biggest portion of the marketing budget it will be used toward extensive email marketing from Tory Burch and Bloomingdales. In addition, for 4 weeks Tory Burch will have ad space on the home page of bloomingdales.com

CLEARANCE (20%) $12,823.50 To gain customer and brand loyalty.

To introduce the product by offering a gift with purchase of another Tory Burch brand extension such as a sample size of her perfume or cosmetics product.

To be able to clear the remaining stock of the product, with the remainder of the marking budget there would be a gift with purchase provided such as a sample size of Tory Burch’s perfume of cosmetic product to further promote the brand and gain brand and customer loyalty.

http://bloomingdales.com

Marketing Plan (Control Method)

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PHASE OBJECTIVE STRATEGY TACTIC CONTROL METHOD

INTRODUCTION!(30%) $19,235.25

To introduce new home bedding brand extension of Tory Burch.

To introduce Tory Burch’s home bedding collection that is consistent to her eclectic and unique brand.

A product launch event in NYC hosted by Tory Burch herself with Bloomingdales SoHo. The marketing budget would go towards invitations to celebrities, fashion industry professionals and fashion bloggers. A portion would go towards paying Bloomingdales for hosting the event at their store and to pay for their staff. Catering, a DJ and goodie bags would also be part of the budget. In addition, the final portion of the budget would go towards press placement on coverage of the event.

An RSVP of the event is necessary a month before the event. In addition, during the event guests will be encouraged to post pictures of the event on social media with corresponding hashtags to ensure promotion of the brand.There will be several randomly selected guests that will receive a gift for posting on social media.

MAINTENANCE!(50%) $32,058.00

To build traffic in all five stores carrying Tory Burch Bedding.

To introduce high quality, luxurious bedding that is eclectic and unique.

Since this is the biggest portion of the marketing budget it will be used toward extensive email marketing from Tory Burch and Bloomingdales. In addition, for 4 weeks Tory Burch will have ad space on the home page of bloomingdales.com

Customers who bring in their email from Tory Burch or Bloomingdales can receive a 10& discount.

http://bloomingdales.com

!!

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CLEARANCE!(20%) $12,823.50

To gain customer and brand loyalty.

To introduce the product by offering a gift with purchase of another Tory Burch brand extension such as a sample size of her perfume or cosmetics product.

To be able to clear the remaining stock of the product, with the remainder of the marking budget there would be a gift with purchase provided such as a sample size of Tory Burch’s perfume of cosmetic product to further promote the brand and gain brand and customer loyalty.

Customers must spend $150 or more in order to receive Tory Burch gift with purchase.

Marketing Team | Execution !

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Tory Burch Home Bedding Collection

Tactic Person Responsible Completion

Launch Party Bloomingdales SoHO, NYC Sept 1stSend out invitations for guests Event Coordinator July 1st

Book DJ Event Coordinator July 30th

Book Catering Event Coordinator July 30th

Put together goodie bags Event Coordinator, Marketing Team August 15th

Prepare social media outlets and create hashtags Social Media Team August 15th

Confirm all RSVP’s and put together guest list Event Coordinator August 18th

Secure press placement with Vogue PR Team August 20th

Email Marketing Sept 30thCreate Email and Ad Marketing Team September 5th

Confirm Ad Space and email marketing with Bloomingdales Marketing Team, PR Team September 10th

Gift With Purchase November 1st Distribute all sample size merchandise to all Bloomingdales locations. Marketing Team October 15th

Run email marketing ads and social media campaigns to promote gift with purchase. Marketing Team, PR Team October 20th

Press Kit !PRESS RELEASE | RECENT PRESS !!

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LINE SHEET

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Pillowcases $150

Tufted Throw Pillow $80

EGYPTIAN COTTON

Pillowcases $150

Sheets $200-$245 SILK DUVET SET

Pillowcases $150

Duvet Cover $320-$360

EMBELLISHED THROW PILLOWS

FRINGE THROW PILLOWS

“STAY ROYAL” GROUP

$95 $42

$520-$600

$95 $42

Designer Biography

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Tory Burch is the designer and CEO of the American lifestyle brand Tory Burch. Notorious for its colorful designs, prints and eclectic details, what started out as a small boutique in 2004 has now grown in to a global brand.

Tory moved to NYC to pursue a career in the fashion industry after graduating from the University of Pennsylvania. There she gained industry recognition by working in PR and marketing influential designers including Ralph Lauren, Vera Wang and others.

Tory has been recognized with various awards for her company, as well as for her philanthropy through the Tory Burch foundation which she founded in 2009.

Her her new home bedding collection is inspired by her personally style, travels and art as well as her ready to wear collection.

Bibliography ! toryburch.com

wwd.com

wgsn.com

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http://wwd.com

http://wgsn.com

Documents

Tory Burch Merchandising Project