ThaddeusThomas (4)

Fashion Merchandising Marketing Promotional Plan
2016
Breathing new Life
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Stussy Street wear
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Thaddeus Thomas
Stephenson High School
701 Stephenson Road, Stone Mountain, GA
8-26-16
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Table of Contents
I. Executive Summary
II. Description of Stussy
III. Objectives of promotional campaign
IV. Schedule of Events
a) Special events
b) Advertising
c) Display
d) Publicity
e) Other in-store Activities
V. Responsibility Sheet
VI. Budget
VII. Statements of Benefits To the Retail Establishment
VIII. Bibliography
Executive summary
Stussy, since originated in the early 1980’s has had a goal of
producing stylish clothes with collaborations with intakes from culture and
streetwear. We are the originators and pioneers of modern urban wear. We
have various locations in North America and unique places around the

world. In this year’s fall campaign, we are striving for a collaboration with
another heavy weight in our industry,Supreme. We plan on using our
creative designers to create innovative and captivating pieces of clothing and
accessories.
One of our main focuses is increasing consumer awareness and
advertising . We are looking to produce more advertisements on all scales,
such as television,magazines,billboards,etc. More eyes on our brand
increases our sales on an overall scale.
We will be implementing new
propaganda in the interior or exterior of our New york and Los Angeles
locations. We plan on dominating our market this fall by creating hype
behind this new campaign.
Within this campaign we are targeting all ages who are connected to urban
wear and culture. In targeting a wide range of ages we plan on using a vast
array of media outlets to ensure our campaign is known.
Social media is another huge platform for us to communicate to our
consumers. Platforms such as instagram, snapchat, and twitter are a
substantial and provide free advertising. Our hype team will produce quality
visuals that will provide free advertisement displaying of pieces of work.

Our overall budget for this year’s fall campaign will be $1,230,000 ;
the budget will cover the promotion, interior and exterior designs of the two
locations, various advertisements, and production of pieces. This campaign
is projected to produce a substantial 10% in sales and will make for a profit
of 2 million dollars.
II.Overview of Stussy
Stussy is the originator of modern Street wear today. This brand has achieved
producing fashionable clothing for everyone since 1980’s. Founded by Shawn
Stussy, he created the most well-known street wear brand around the world.
Influenced by Surf wear and pop culture, Stussy has created a world of clothing
the world hasn't seen. There are 14 flagship stores worldwide, ranging from New
York to Tokyo . From the moment of creation Stussy’s mission was to create
fashionable street clothes commenced from pop culture. Our new collaboration
with big name executive clothing brand supreme will increase sales and
definitely will reassure stussy as the top dog in urban wear, and boost sales on
all fronts and platforms. The “Stu&sup” campaign is projected to go into line
during the fall holiday season.

This campaign will mostly target New Yorkers and Californians in the Los
Angeles area, unisex clothing will be produced for all ages and all professions,
lastly who are connected with streetwear and urban culture.
III. Objectives
2016-2017’s promotional campaign is focused on expanding stussy within the
streetwear market. For the past years, our company’s popularity has come into a
complete halt. To insure top advertisement, we are ready to promote our
company on all platforms.
★ To produce a quality collaboration that will release in the holiday season
of 2016.
★ Move advertisment on the wide scale and on all platforms; Internet,
billboards, Magazines, and television; investing 10% of gross sales for
the year to finance the promotions.
★ Increase customer awareness to new releases and all information in
conjunction to the brand.
★ Utilizing our 25 creative designers to produce a exclusive collaboration.
★ The proceedings from this collaboration with supreme will be used to
open more worldwide stores and hire more inventive designers. We plan
to open 3 stores within the North American Continent, within highly
populated urban cities.

V. Schedule of Events
A. Special events
The special event that we will have for this campaign is a raffle ticket
holding in our two main flagship stores. Our employees in promotional t-shirts will
conduct a raffle that will select 100 winners to receive our full fall collection of
clothing. Most of our promotion will focus in the people in these areas and getting
the message out about our upcoming release.
B. Advertising Plan
★
One of our company's main focuses in our fall campaign is move
magazine advertisements That our customers are also interested in.
Magazines such as XXl, Vibe. and Jet magazine can be platforms to
present our upcoming collaboration.
★
Our promotion will be paid for by our company’s yearly revenue.

C. Display
The interior design is structured to create unique displays that will present all
works in our new campaign. Within all of our worldwide stores there will be a sign
on the ceiling saying “Sup” representing our collaborating
brand. Sup is an abbreviation for supreme. Also, a sign with
an arrow pointing toward the store will catch the attention
of all people passing by the store. The sign will include an
arrow that will display //culture // on it, as our clothing will
always be intertwined with the culture of the people. The
exterior design of our stores in conjunction to our new campaign will present a
perforated window advertisement that will cover the whole front window of our
stores. The ad will have our official logo for this fall’s line of clothing, not to include
pictures of any of the particular fashion from this season. The goal is to create
suspense around the release.
D. Publicity
Our various Social media presences mainly carries most of our publicity, almost as
effective as our advertising campaign. Our publicity also comes from urban media

outlets that our perspective target market entertain themselves to.A news release
to our same advertisement counselors will generate more publicity.From being the
first major streetwear brand,we benefit from that publicity alone. Also we will
change the designs of our sales tags to display our campaign to our customers. All
employees working in retail will be required to wear a promotional t-shirt two
times out of the week ; we will increase emails to our subscribers as well.
E. Other in-store activities
In store-activities will include employees in our retail department to wear two
promotional t-shirts a week. Only our stores in New york and Los Angeles will have
a contest to win all items within the fall campaign. It will be ran by a raffle ticket
system, and limited to the first 100 people who enter the store.

Responsability sheet
● Store operations will handle the in-store operations, such as putting
up the sign in the front of the store and providing retail associates
with promotional t-shirts promoting our campaign.
● The Marketing department will be in charge of the raffle program
within our stores.To ensure we have a successful program we plan
to hire part-time personell to secure the affare.
● Merchandising will be in charge of making our advertisement visually
enticing and increase customer promotions.
● Human relations will have the responsibility to send emails to our
subscribers informing them of our future campaign.
● Our finance department will be in charge of provide the statistics of
our sales throughout the fall season;showing us the progress of our
campaign.
● Our information systems department will be in charge of inspecting
all retail store equipment and devices.

BUDGET
Raffle and clothing line Venue
$150,000 ($130,000 after the subtraction of $20,000 ticket cost)
Security and extra workers………………………….. $15,000
DJ………………………………………………………... $5,000
Set Design………………………………………………. $40,000
Cameras and Lighting………………………………... $60,000
Hair and Makeup ……………………………………...$100,000
Clothing line…………………………………………... $750,000
Total $1,120,000
Advertising/Promotion
“vibe” magazine ad………………………………………………... $15,000
“Facebook” ad ……………………………………….$5,000
In-store posters………………………………... …$100,000

Ave advertising……………………………….. $5,000
social media………………………………………….free
Statement of benefits
Our campaign will follow our tradition of producing innovative, stylish
clothing that is connected to the urban culture. These two stores in these
two major locations will experience exponential growth in sales.
The
supreme and stussy campaign will be remembered as a pinnacle in the
company's history.
Bibliography
"North America." Stussy. N.p., n.d. Web. 14 Nov. 2016.
"Custom Signs." Perforated Window Decals. N.p., n.d. Web. 14 Nov. 2016.
"Print Raffle Tickets." Raffle Ticket Printing. N.p., n.d. Web. 14 Nov. 2016.

@adespresso. "Facebook Ads Cost: The Complete Resource to Understand It."
AdEspresso. N.p., 2016. Web. 14 Nov. 2016.