Bella 101

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Ø Executive Summary Ø Vision StatementØ Mission StatementØ Social ResponsibilityØ Customer ProfileØ Customer NarrativeØ InspirationØ Group OverviewØ Classification PlanØ Master PageØ Cost SheetsØ Line SheetsØ Brand IdentityØ Retail PartnerØ Production CalendarØ Purchase OrderØ Purchase InvoiceØ Sales Projection by ItemØ Sales Projection Master PageØ Floor PlansØ Marketing PlanØ Bibliography

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The concept of the project revolves around the imagination of kids and how

to liberate their inner creativity. I have found a way to give them that sense of

freedom through fashion. My collection allows children to release this energy

by deconstructing and recreating their own look. Vintage children’s books

inspired me. This group reflects a mixture of classic and whimsical elements. It

is colorful, versatile, and most importantly, playful.

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Our company’s vision is focused on children and their creativity. Children have

the opportunity to be bold and open-minded. Our goal is to illuminate the

imagination of youth.

Our purpose is to allow children to explore unmapped areas of their imagination

through our products. Our hands-on approach provides kids with one of a kind

creations facilitated by our merchandise. Children will take pride and increase

self-esteem after fulfilling their vision.

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International Child Art FoundationTo enable our children to address the ever more complex problems and

international challenges they will face, we need to develop their creativity and

empathy. We can employ the power of the arts to nurture a child’s innate creativity

and foster the child’s intrinsic empathy - preconditions for prosperity, peace,

and preservation. You can help prepare the next generation of creators and

entrepreneurs, inventors and artists, peacemakers and innovators.

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Geographic Region East to Mid-West Segmentation City Size 100,000+ Population density Urban, Suburban Climate Temperate, Cold Demographic Age 8-12 Segmentation Gender Female Household Size 3 or More Income Parents Income: Over $150,000+ Occupation Parents: Professional/ Customer: Student Education Parents: College Graduates/ Customer: Elementary School Sociocultural Culture American, European Segmentation Religion Any Social Class Upper-Middle to Upper Class Marital Status Parents are married Psychographics Achievers Affective and Cognitive Degree of Knowledge Novice Segmentation Benefits Sought Prestige Attitude Positive Behavioral Brand Loyalty Divided Segmentation Store Loyalty Divided Usage Rate Medium User Status Current User Payment Method Parent’s pay with Credit Card Media Usage TV Usage Situation Home

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A typical day of my client starts off with her waking up in her full sized bed, looking up at her black

and white polka dotted ceiling fan. She then gets up and makes her bed, which consists of white and poppy orange-

stripped sheets, two bright pink pillows, and a black comforter with white daisies from Pottery Barn, kids.

It is a school day and she is looking forward to learning from her 1st grade teacher, Mrs. Kelley, at St. Rita’s. Today,

she selected to wear bubble gum pink and highlighter orange stripped knee socks to accompany her uniform that is

comprised of a white button down long sleeve shirt and a flirty black plaid skirt. A metallic silver headband decorates her

long black hair and matches with her glittery silver flats. It was a chilly fall day, so she quickly picked a cashmere ivory

sweater adorned with white crystals, pearls, and beads from her closet before leaving her house.

On her ride to school, she notices her chunky gold charm bracelet full of shiny diamonds, colorful flowers, and

Hello Kitty heads, on the floor of her mom’s BMW SUV. This charm bracelet is very special to her because it was a gift

from her ballet instructor for her 7th birthday. As her mom drops her off at St. Rita’s, she is reminded of her ballet class

after school and her recital this weekend.

After school, she comes straight home to finish her homework of the day given by Mrs. Kelley. All of her

assignments are neatly organized in a large brightly colored Lisa Frank folder with her name written at the very top. Math

is her favorite subject and begins with that worksheet. She quickly moves through science, her least favorite subject, and

finally completes her tasks by putting her homework away in her turquoise and white polka dotted canvas backpack.

While working on her homework at the kitchen table, her stomach starts to grumble. She digs into the cupboards and

refrigerator looking for carrot sticks, pretzels, Teddy Grahams, and a juice box.

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Later in the day, it is time for her ballet class. She runs up to her room and scrambles to locate her leopard leotard,

black tights, and pale pink ballet flats. In class, her instructor advises her she has a lead role in the play, the beautiful white

swan. She is excited to try on her costume and already has in mind to pair it with black and white mini polka dotted

tights and black satin-ribboned flats.

After ballet, she sits down to eat dinner with her family in the large dining room with a whimsical shiny chandelier

hanging over their heads. The meal for the day was edamame, steamed white rice, and grilled chicken. Once she finished

eating her succulent dinner, she ran upstairs to her room to play with her dolls. Several American Girls dolls and Barbie’s

filled the chairs of her custom ordered hand painted tea table set. This table is decorated with hot pink, pumpkin orange,

and eggplant geometric flower patterns. The tea set is also ornamented with cute wacky kitty heads and black sparkling

beads.

Before getting ready for bed, she neatly cleans up her tea party and gently returns her dolls to their designated

spot above her iridescent pearl dresser. She then brushes her teeth with her very own Barbie toothbrush and glittery blue

bubble gum toothpaste. Her mom sets lime green and cobalt blue pajamas on her bed as she waits for her to snuggle

into her cozy comforter. The only manner in which she can fall asleep is by reading a book from her vast collection of

children’s literature. Tonight’s book selection is a white hard covered book with black illustrations called A Light in the

Attic by Shel Silverstein. This children’s poetry book is one of her favorite books because she finds the poems silly and

entertaining. Five minutes into reading, she falls asleep, hugging her over sized Hello Kitty pillow.

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10

#1132-05 #1141-04 #1141-02 #1122-01

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#1112-02

#1111-03 #1111-99 #1131-02

#1112-04 #1121-02 #1123-04

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1. Year1. 20132. 20143. 20154. 2016

2. Season1. Fall2. Winter3. Spring4. Summer

3. Class1. Tops2. Bottoms3. Outerwear4. Dresses

4. Subclass1. Tops1. Sweater2. Long Sleeve3. Short Sleeve

2. Bottoms

1. Shorts2. Leggings3. Skirts

3. Outerwear1. Jacket2. Raincoat

4. Dresses1. Short

5. Color1. Black2. Fuchsia3. Purple4. Blue5. Beige99. Multicolor

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1. Raincoat- #1132-05

2. Jacket- #1131-02

3. Dress with Peter Pan Collar- #1141-02

4. Four Button Dress- #1141-04

5. Pullover Sweater- #1111-03

6. Chunky Knit Sweater- #1111-99

7. Peter Pan Collar Shirt- #1112-04

8. Five Button Shirt- #1112-02

9. Leggings- #1122-01

10. Shorts- #1121-02

11. Skirt- #1123-04

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Annabel Carrillo- Bella 101

Date: October 2, 2012 Style # : 1132-05

Product Description: Raincoat

Sizes: Girls 6X-16 Season: Fall 2013

Colors: Beige Wholesale: $147

Sug. Retail: $ 294

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHBeige Solid Poplin 1.75 $6.00 $10.50Lining 2 $12.50 $25.00

TOTAL MATERIAL COST $35.50

TRIMMINGS QTY PRICE AMOUNT36L buttons 6 $1.38 $8.2820L buttons 2 $0.20 $0.40Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10 24"Zipper 3 $0.75 $2.25Fusing 0.5 $0.98 $0.49

TOTAL TRIMMING COST $11.62

LABOR AMOUNTCut/Sew $26.25 $26.25

Swatch

TOTAL LABOR COST $26.25

TOTAL COST OF PRODUCT: 73.37

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Date: October 2, 2012 Style # :1131-02

Product Description: Jacket

Sizes: 6X-16 Season: Fall 2013

Colors: Fuchsia Wholesale: $140

Sug. Retail: $280

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHFuchsia Solid Italian Wool 1.5 $12.50 $18.75Lining 2 $12.50 $25.00

TOTAL MATERIAL COST 43.75

TRIMMINGS QTY PRICE AMOUNT18L Buttons 6 $0.13 $0.7820L Buttons 3 $0.25 $0.7524" Zipper 2 $0.75 $1.50Fusing 0.5 $0.98 $0.49Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10

TOTAL TRIMMING COST 3.72

LABOR AMOUNTCut and Sew $22.50 $22.50

Swatch

TOTAL LABOR COST 22.5


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Product Description: Dress


Colors: Pink Wholesale: $34

Sug. Retail: $68

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHLipstick Solid Poplin 1.125 $5.00 $5.63


TRIMMINGS QTY PRICE AMOUNT9” Zipper 1 $0.38 $0.3824" Zipper 1 $0.75 $0.75Fusing 0.25 $0.98 $0.25Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Dress


Colors: Denim Blue Wholesale: $35

Sug. Retail: $70

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHDenim Blue Solid Denim 1.125 $5.00 $5.63


TRIMMINGS QTY PRICE AMOUNT18L Buttons 4 $0.13 $0.5224" Zipper 2 $0.75 $1.50Fusing 0.25 $0.98 $0.25Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Sweater

Sizes:6X-16 Season: Fall 2013

Colors: Purple Wholesale: $52

Sug. Retail: $104

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHAntique Lavender Solid Knit 1.5 $9.00 $13.50


TRIMMINGS QTY PRICE AMOUNT24" Zipper 1 $0.75 $0.75Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Sweater


Colors: Multicolor Wholesale: $56

Sug. Retail: $112

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHMulticolor Stripes Knit 1.125 $12.50 $14.06


TRIMMINGS QTY PRICE AMOUNT24" Zipper 1 $0.75 $0.75Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.1020L Buttons 5 $0.25 $1.25



Swatch



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Product Description: Shirt



Sug. Retail: $42

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHDenim Blue Solid Denim 0.75 $5.00 $3.75


TRIMMINGS QTY PRICE AMOUNT18L Buttons 5 $0.13 $0.65Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Shirt


Colors: Pink Wholesale: $27

Sug. Retail: $54

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHLipstick Solid Poplin 1 $5.00 $5.00

TOTAL MATERIAL COST 5

TRIMMINGS QTY PRICE AMOUNT18L Buttons 7 $0.13 $0.9124" Zipper 2 $0.75 $1.50Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Legging


Colors: Black Wholesale: $25

Sug. Retail: $50

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHBlack Solid Knit 0.875 $9.00 $7.88


TRIMMINGS QTY PRICE AMOUNTElastic 0.75 $0.75 $0.56Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Shorts


Colors: Fuchsia Wholesale: $72

Sug. Retail: $144

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHFuchsia Solid Italian Wool 0.75 $12.50 $9.38Lining 1 $12.50 $12.50


TRIMMINGS QTY PRICE AMOUNT18L Buttons 1 $0.13 $0.139" Zipper 2 $0.38 $0.76Fusing 0.5 $0.98 $0.49Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Product Description: Skirt



Wholesale: $130

MATERIAL YARDS PRICE AMOUNT PRODUCT SKETCHDenim Blue Solid Denim 1 $5.00 $5.00Lining 1.25 $12.50 $15.63


TRIMMINGS QTY PRICE AMOUNT9" Zipper 1 $0.38 $0.38Fusing 0.25 $0.98 $0.25Brand Label 1 $0.10 $0.10Care and Content Label 1 $0.10 $0.10



Swatch



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Annabel CarrilloBella 101Fall 2013

Delivery: September 1, 2013 thorugh October 1, 2013Minimum Orders of 12 unitsSales Representative: Orion

Colors: Black, Fuchsia, Purple, Blue, Beige, and Multicolor

Beige RaincoatStyle #: 1132-05$147.00/$294.00

Blue Four Button DressStyle #: 1141-04$35.00/$70.00

Fuchsia Peter Pan Collar Dress

Style #: 1132-02$34.00/$68.00

Black LeggingsStyle #: 1122-02$25.00/$50.00

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Fuchsia Five Button ShirtStyle #: 1112-02$27.00/$54.00

Purple Pullover SweaterStyle #: 1111-03$52.00/$104.00

Multicolor Chunky Knit SweaterStyle #: 1111-99$56.00/$112.00

Fuchsia JacketStyle #: 1131-02$140.00/$280.00

Blue Peter Pan Collar ShirtStyle #: 1112-04$21.00/$42.00

Fuchsia ShortsStyle #: 1121-02$72.00/$144.00

Blue SkirtStyle #: 1123-04$65.00/$130.00

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Brand Identity

ñ Quality

ñ Utility

ñ Whimsy

Selling Appeal

ñ Color

ñ Interchangeable

ñ Playful

Distinct Characteristics

ñ Unique closures

ñ Versatility

ñ Hangtag

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Bloomingdales

Ø Today, Bloomingdale’s is America’s only nationwide, full-line, upscale

department store. With an enduring international reputation for quality, creativity

and uniqueness, Bloomingdale’s has remained at the forefront of retailing

worldwide. Emphasis continues on distinctive products, available only at, or first

at Bloomingdale’s together with passionate focus on creating special customer

services for, and building lasting relationships with its clientele. Personal shoppers

are available by appointment or by phone to give customers full-service access to

Bloomingdale’s-- all guided by the experts.

Ø Locations Annabel Carrillo Bella 101 will be found are:

o Bloomingdale’s North Michigan Avenue

o Bloomingdale’s Santa Monica Place

o Bloomingdale’s SoHo

o Bloomingdale’s Las Vegas Fashion Show Home

o Bloomingdale’s Chestnut Hill

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FASHION MERCHANDISING PLANNING CALENDAR

SEASON/YEAR: FALL 2013 IN-STORE DELIVERY: AUGUST 2013

Month October November December January February March April May June July August September

STEP 1

Research industry, trends, and consumer

STEP 2

Begin to design and sketch

STEP 3

Concept, mood boards, color story, textiles

STEP 4

Create silouhettes, and begin samples

STEP 5

Samples ready, showing in showrooms

STEP 6

Selling to retailers, purchase orders

STEP 7

Selling to retailers, purchase orders

STEP 8

Cut tickets, line edits

STEP 9

Major production

STEP 10

Major production continued…

STEP 11

Tag, bag, hangers, and delivery

STEP 12

Track retail selling, plan for next season

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Wholesale TotalØ $13,059 * 5 Bloomingdale Stores = $65,295

1837 Vendor Name Beg. Ship Complete Terms Label Dept Season Buyer Date PO# RetailerAnnabel Carrillo Sept 1 Sept 15 Net 30 AC Children's Fall 2013 Anyiana 04/11/12 3143 Bloomingdale'sNew Order ___X__ Confirmation _____ Shipped: Ordinary__X___ Special______

S S M L L XL

Style # Description Color 6X/7 8 10 12 14 16 TTL Units Wholsale Retail TWS TR

1132-05 Raincoat 05 -Beige 4 6 6 6 4 2 28 147.00$ 294.00$ 4,116.00$ 8,232.00$ 1131-02 Jacket 02- Fuchsia 2 2 4 4 2 2 16 140.00$ 280.00$ 2,240.00$ 4,480.00$ 1111-03 Pullover Sweater 03- Purple 3 3 4 4 3 2 19 52.00$ 104.00$ 988.00$ 1,976.00$ 1111-99 Chunky Knit Sweater 99- Multicolor 2 3 4 4 2 2 17 56.00$ 112.00$ 952.00$ 1,904.00$ 1123-04 Skirt 04- Blue 2 2 3 3 2 2 14 65.00$ 130.00$ 910.00$ 1,820.00$ 1141-04 Four Button Dress 04- Blue 2 4 4 4 2 2 18 35.00$ 70.00$ 630.00$ 1,260.00$ 1141-02 Dress with Peter Pan Collar 02- Fuchsia 4 4 5 3 3 3 22 34.00$ 68.00$ 748.00$ 1,496.00$ 1121-02 Shorts 02- Fuchsia 2 3 3 3 2 2 15 72.00$ 144.00$ 1,080.00$ 2,160.00$ 1112-04 Peter Pan Collar Shirt 04- Blue 2 4 4 5 3 2 20 21.00$ 42.00$ 420.00$ 840.00$ 1112-02 Five Button Shirt 02- Fuchsia 4 4 5 5 4 3 25 27.00$ 54.00$ 675.00$ 1,350.00$ 1122-01 Leggings 01- Black 2 2 3 2 2 1 12 25.00$ 50.00$ 300.00$ 600.00$

-$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$ -$

206 13,059.00$ 26,118.00$

Marketing BudgetØ $65,295 * 10% = $6,529.50

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INVOICEAnnabel Carrillo Date Invoice #1164 N. Dearborn Street 9/1/13 91907Chicago, Illinois 60610

Bill To: Ship To:

Bloomingdale's Bloomingdale's59th Street & Lexington Avenue 900 North Michigan AvenueNew York, New York 10022 Chicago, Illinois 60610

P.O. Number Terms Rep Ship Via F.O.B. Label/ Brand122400 n/30 21 9/10/13 Truck Store Annabel CarrilloQuantity Style # Description Price Each Total Amount

28 1132-05 Beige Raincoat 147.00$ 4,116.00$ 16 1131-02 Fuchsia Jacket 140.00$ 2,240.00$ 19 1111-03 Purple Pullover Sweater 52.00$ 988.00$ 17 1111-99 Multicolor Chunky Knit Sweater 56.00$ 952.00$ 14 1123-04 Blue Skirt 65.00$ 910.00$ 18 1141-04 Blue Four Button Dress 35.00$ 630.00$ 22 1141-02 Fuchsia Dress with Peter Pan Collar 34.00$ 748.00$ 15 1121-02 Fuchsia Shorts 72.00$ 1,080.00$ 20 1112-04 Blue Peter Pan Collar Shirt 21.00$ 420.00$ 25 1112-02 Fuchsia Five Button Shirt 27.00$ 675.00$ 12 1122-02 Black Leggings 25.00$ 300.00$

TOTAL 13,059.00$

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Annabel Carrillo Bella 101 Sales Projection

Introduction - 4 wks 30%Product Units Sold On HandRaincoat 28 8 20

Jacket 16 5 11Sweaters 36 11 25Dresses 40 12 28Shirts 45 14 31

Bottoms 41 12 29

Total 206 62 144

Maintanence - 4 wks 60%

Product Units Sold On HandRaincoat 20 17 3


Bottoms 29 24 5

Total 144 124 20

Clearance - 2wks 10%Product Units Sold On HandRaincoat 3 3 0


Bottoms 5 5 0

Total 20 20 0

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1. Introductory 30%

Beginning on Hand 206

Sales 62

Ending on Hand 144

2. Maintenance 60%


Sales 124

Ending on Hand 20

3. Clearance 10%


Sales 20

Ending on Hand 0

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Window

Launch

Maintenance

Clearance

Escalator

Aisle

Cash and Wrap

Wall

= Mannequins

= Rack

= Wing Wall

= Table

Key

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Introduction PhaseØ$6,529.5 * 30% = $1,959

ØObjective: To expose the Annabel Carrillo brand and create interest of our brand.

ØStrategy: Customers will be introduced to our collection with the aid of Bloomingdale’s, our retail partner. The

audience will have an opportunity to play and become familiar with the unique and interactive features our

garments embrace.

ØTactic: To introduce our collection, we will organize a launch

party in 3 Bloomingdale’s children’s department, which

include stores located in New York, Chicago, and Santa

Monica. Mini cupcakes, bell-shaped cookies, and juice boxes

will be handed out at this event.

ØControl Method: Children will be able to rummage through a

“sandbox” full of mixed sleeves and collars to customize with

their purchase of a sweater, jacket, or coat.

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Maintenance PhaseØ$6,529.5 * 60% = $3,918

ØObjective: To concentrate on gaining customer

loyalty and arousing interest of the Annabel

Carrillo brand.

ØStrategy: To link a product through a gift

with purchase that matches our collection’s

characteristics such as: playfulness, whimsical,

and colorful.

ØTactic: We will offer a free signature doll with a

purchase of $200 or more. The doll will appeal

to girls in the same manner as our clothes by

its interactive quality of interchangeability felt

clothes. The “Annabel” doll creates interest and

will be an incentive to purchase more items from

our collection.

ØControl Method: There is a limit of 50 dolls in

each of our participating Bloomingdale’s stores.

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Clearance PhaseØ$6,529.5 * 60% = $658

ØObjective: To build traffic in our area of the children’s

department in Bloomingdale’s.

ØStrategy: A gift and service with

purchase to eliminate seasonal inventory

and build a relationship with our

audience through the quality and

versatility of our garments.

ØTactic: Invite a local hair salon to braid

customer’s hair and give hair bows

containing our logo and our brands

information such as website and nearest

location, printed on the inside.

ØControl Method: Customers must

purchase $75 or more to receive special offer from the

Annabel Carrillo brand.

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Ø http://coreymoortgat.blogspot.com/2012/01/lil-vintage-story-books-14.html

Ø http://sandmarg.tumblr.com/post/13632308288/1960s-childrens-fashion-illustration

Ø http://icaf.tumblr.com/post/24624857299/see-more-child-art-icons-at-icaf-org

Ø http://icaf.tumblr.com/post/24624749690/see-more-child-art-icons-at-icaf-org

Ø http://www.etsy.com/listing/95069243/whimsical-mermaid-tail-illustration

Ø http://www.joyofkosher.com/category/blogs/kosher-home/do-it-yourself/page/2/

Ø http://www.scissorsandspice.com/2011/02/vintage-childrens-books-birds-by-mccrea.html

Ø http://fatesguild.com/this-and-that/food-for-children/

Ø http://www.messyjessiestreats.com/2012/08/a-party-fit-for-princess.html

Ø http://tangandteal.com/77/how-to-make-a-sock-doll-part-1/

Ø http://www.etsy.com/listing/79569980/rich-red-hair-bow-baby-toddler-girl

Ø http://www.momtrendsnyc.com/2011/10/bopping-and-shaking-with-baby-loves-disco/

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