PLÄ Kidswear By Gisele Bündchen & Tom

Brady

PLÄ is more than just a clothing brand, it is a lifestyle. We at PLÄ celebrate the playfulness, creativity and endless opportunity that childhood brings. We acknowledge that all children should have the opportunity to have a future full of happiness, creativity and joy. Our brand focuses on promoting a healthy, happy experience for all children at home and abroad. In order to assure this, we are dedicating to donating 20% of all profits to global orphanage charities. We also openly accept used children’s clothing to be donated to our partner charities in designated areas where our clothing is sold. We are dedicated to encouraging the PLÄ spirit for all children. We are one family.

PLÄ Mission Statement

Length of Time in Business: One year, founded in 2014.

Looking to extend brand, partner with charities, host

events, increase sustainability.

Current Product/Service Mix:

Products:● Boys & Girls clothing sized 4-7, 4-6x● Tops, bottoms, swimwear● Accessories: bows, headbands, hats

PLÄ Kidswear

-Website; Carried in Nordstrom’s, Bergdorf, Saks, Macy’s

-Email marketing campaigns with flash sales

-Packaging design lists charitable organizations similar to American Apparel

printed bags

-Hosts 100% donation days where all profits go toward charities

-Clothing drive-always accepting clothes donations in-store area bins

-Collaborations with other designers for 20% donation limited-edition

products

PLÄ x Sperry limited-edition shoes

PLÄ x FAO Schwartz limited-edition jewelry box & guitar

PLÄ x Marc Jacobs Little Marc ipad cover

● Commercial & Internet Campaign featuring the Brady family● Social media accounts: Facebook, Twitter & Pinterest● PR media target: Mommy Bloggers

PLÄ Advertising Sales/Promotion Mix

StrengthsAbility to sell products online

Pre-existing promotional platform

High-influence founders relevant to the industry

Financial backing

Established relationship with fashion industry

professionals

Vendor Contacts

WeaknessesLimited Flexibility in pricing

Competition

Lack of immediate need for good

Luxury market

Niche audience may be too small

PLÄ SWOT Analysis

OpportunitiesExpansion into International sales easily via

Internet

Large following in the fashion industry

already

Branded from an ethical standpoint

Press-covered charitable events

ThreatsChanges in the economy limit consumption

Established labels creating childrenswear

Regulations for childrenswear garments

Manufacturing safety for suppliers

-Trendy moms and dads interested in pop culture with disposable incomes that they love to spend on their kids

-Trendy/Fashionable-Interested in Celebrities-Busy Professional/Social Lives in addition to being parents-Not interested in being the “practical” or “traditional” parent-See their kids’ behavior and appearances as a reflection of

PLÄ Target Audience & Psychographics

-Middle Class/Upper Middle Class28-48 years old-Urban Professionals-Live in a major city or the suburbs of a major city

PLÄ Demographics

Out of Home: These parents are likely driving to work or living in a city and taking public transportationInternet: If they are young and trendy they are likely scoping out the newest trends online (and doing online shopping)Print: They might not watch a lot of TV because they are busy working parents, but they might pick up a magazine on their way to work or at the doctor’s office

PLÄ Media Channels

PLÄ Consumer-Oriented Sales Promotion IdeasSales promotion serves three essential

roles:

– It informs prospective consumers about a company and its products. Even the most useful product or brand will be a failure if no one knows that it is available.

– It persuades consumers about the attributes and availability of its products.

–It reminds consumers about products availability and its potential to satisfy their needs.

PLÄ Sales Promotion Tools

Bonus Packs

Event Marketing

Loyalty Programs Price –Off Deals

Sampling

Premiums

Couponing

Contests and Sweepstakes

Loyalty Programs

There are many tools and technique available to marketers for achieving the sales promotion objective.

These tools should be considering along with other factors such as cost, time, competitors and-availability of goods.

Selected Sales Promotion Tools for PLÄ

• Coupons are among the most common types of consumer sales promotions. The major benefit of a coupon is that only the holder can get a discounted price. This allows a company to use discriminatory pricing practices to get higher regular prices from customers who are unaware of the coupon promotion, or are unconcerned about paying the sticker price. You can also attract new customers or get customers to switch with coupons. Difficulty in controlling redemption, costs of administration and distribution, and fraud potential are drawbacks with coupons.

• One of the simplest sales promotions is the straightforward percentage or price-off deal. This is where you mark down all products, specific types of products, or a single product by a set dollar amount or a percentage. Products regularly priced at $20 on sale for 25 percent off would have a sale price of $15, for instance. The general objective is to enhance the value proposition by indicating a lower price for the same quality or service. Errors in price adjustments can lead to alienated customers.

Selected Sales Promotion Tools for PLÄ

• Rebates are a crafty sales promotion technique where you actually honor the promotional inducement after the sale is completed. The customer buys an item and submits a rebate application, often including a form, product labels and receipts. Long waits for payout, and the time and costs to prepare and submit applications, lead to low redemption rates. Companies use coupons to attract customers, yet don’t always have to pay out in the offer.

• Premiums and ad specialties are also considered consumer sales promotions in many instances, Premiums are free gifts or products that consumers get when they buy the product carrying the promotion. The free gift is the inducement to buy the original product.

Examples of PLÄ Consumer-Oriented Sales Promotions

Trade-Oriented Sales Promotion Ideas

• A trade sales promotion is targeted at resellers—wholesalers and retailers—who distribute manufacturers' products to the ultimate consumers.

• In general, trade sales promotions hope to accomplish four goals:• Develop in-store merchandising support, as strong support at the

retail store level is the key to closing the loop between the customer and the sale. ✓ Control inventory by increasing or depleting inventory levels, thus helping

to eliminate seasonal peaks and valleys. ✓ Expand or improve distribution by opening up new sales areas (trade

promotions are also sometimes used to distribute a new size of the product).

✓ Generate excitement about the product among those responsible for selling it. Some of the more common forms of trade promotions—profiled below—include point-of-purchase displays, trade shows, sales meetings, sales contests, push money, deal loaders, and promotional allowances.

Contests and Incentives

Trade AllowancesDisplays and Point-of-Purchase

Material

Sales Training Programs

Trade Shows

Cooperative Advertising

Trade-Oriented Sales Promotion Ideas

Selected Trade- Oriented Sales Promotions for PLÄ

Manufacturers provide point-of-purchase (POP) display units free to retailers in order to promote a particular brand or group of products. The forms of POP displays include special racks, display cartons, banners, signs, price cards, and mechanical product dispensers. Probably the most effective way to ensure that a reseller will use a POP display is to design it so that it will generate sales for the retailer. High product visibility is the basic goal of POP displays. POP displays also provide or remind consumers about important decision information, such as the product's name, appearance, and sizes. The theme of the POP display should coordinate with the theme used in ads and by salespeople.

Thousands of manufacturers display their wares and take orders at trade shows. Trade shows provide a major opportunity to write orders for products. They also provide a chance to demonstrate products, disseminate information, answer questions, and be compared directly to competitors.

Related to trade shows, but on a smaller scale, are sales meetings

sponsored by manufacturers or wholesalers. Whereas trade shows are open to all potential customers, sales meetings are targeted toward the company's sales force and/or independent sales agents. These meetings are usually conducted regionally and directed by sales managers. The meetings may be used to motivate sales agents, to explain the product or the promotional campaign, or simply to answer questions. For resellers and salespeople, sales contests can also be an effective motivation. Typically, a prize is awarded to the organization or person who exceeds a quota by the largest percentage.

Example of Point of Purchase Displays

Example of Sales Training Program

PLÄ will attend Trade Shows

PLÄ Packaging

• All packaging will be in compliance with – U.S. Consumer Product Safety Commission (CPSC),– Code of Federal Regulations (CFR),– Snug Fitting Requirements– Children's Toxic Metal Act

• PLÄ is an environmentally responsible company. We encourage the use of environmentally sensitive packaging materials (recycled and recyclable). Avoid excess packaging by using material that maximizes protection while minimizing an environmental impact.

• Cardboard partition/dividers, cardboard fittings, corrugated cardboard, and kraft paper. The use of molded polystyrene, bubble wrap, micro-foam, Instapak foam packaging, and inflated polyethylene air packets is tolerated, but discouraged due to the increasing difficulty of disposing these items.

• A table is provided to advise wholesalers how to ship merchandise flat-folded or hanging. All merchandise will be shipped with the unique PLÄ label attached.

• All merchandise must be individually poly bagged.

• Units sold as sets and using 1 UPC number must be packed in a single polybag.

• Poly bags for folded merchandise must be made of clear polyethylene and be a minimum of .00125 inches.

• Jewelry cards must be used to prevent damage to merchandise.

Packaging – PLÄ Labels

Labels will: • Contain descriptive

information on all apparel and accessories.

• Tags on the inside of the products will be removable and recyclable.

• Children's clothing will have a white box where child's name or contact information may be placed.

PLÄ

Size 6x

Est 2015

PLÄProceeds from this sale will be donated to orphanage charities

www.PLA.com

FRONT

BACK

PLÄ Displays

PLÄ Displays

PLÄ Brand Focus

• Clothing that is both fashionable and sporty

• Playfulness, creativity and endless opportunity of childhood

• Muted glam factor

• Recent Patriots win in the NFL is a big driving factor

• Giving back to society

PLÄ Merchandise Focus

• We want children to be children and this means dressing them as children

• Work beyond stereotypes, so pastel

pinks and blues are dominated by bolder

colours and gorgeous shapes

• Creating timeless designs from

premium quality raw material means a longer

shelf life and ensures the products can be

washed and washed before being handed down

to another generation

• Style versus function, our aim is to

make great looking clothes that are

comfortable and practical too!

PLÄ Merchandise Assortment

• Girl Sizes: 4-6X

• Boys Sizes: 4-7

• All garments and accessories will have the ‘Bow’ logo

• Mix of basics paired with fashionable outerwear and accessories

• Price spectrum: $25 - $300

• Colorful graphics and prints• Visual clues in the following slides

PLÄ Merchandise Assortment

Skirts, dresses, outerwear separates and occasion wear

PLÄ Merchandise Assortment

Graphic T-Shirts, shoes, swimwear co-ordinates, tracksuits, head accessories

PLÄ Merchandise Assortment

Graphic T-Shirts, occasion wear, swimwear, bow ties, caps and bags

PLÄ Merchandise Assortment

Track suits, graphic t-shirts, shirts, bottoms and shoes

PLÄ Distribution Channels

• Retail stores:– SoHo, New York

– Newbury St., Boston

– Possible international expansion

• Website– Global shipping option

– Brand awareness

– Philanthropy

Celebrity Endorsements

• Angelina Jolie & Brad Pitt,

and the Pitt kids

• David & Victoria Bekham,

and the Bekham kids

• Global opportunity

• The New England Patriots

will play a charitable

game and proceeds will

go to orphanages

PLÄ – Official Website

Snapshot layout of website design development (in progress), will resemble social media platforms like Pinterest and Instagram

PLÄ Kidswear By Gisele Bündchen & Tom Brady

http://www.plakidswear.com

PLÄ – Packaging

• The signature branding will

continue to reinforce the

PLÄ brand

• Shopping bags for in-store

customers and branded

boxes for on-line customers

will be used

DMR - Learnings

• Brand marketing is taking an

increased social media angle, but in

niche marketing it is important to

network and rely on pre-existing

connections.

• Merchandise mix in kidswear can

blend and become homogenous –

brand promise will be a key sales

driver.

Summary & Conclusion

• Challenge: Leveraging the

Bündchen-Brady name

sustainably

• Kidswear – fluid market

• PLÄ needs to capitalize on

existing fashion industry

connections and overcome the

limited reach of niche kidswear

• Future: Brand expansion;

ethical, sustainable clothing;

increased aid to orphanages

Sources

• http://www.referenceforbusiness.com/encyclopedia/Res-Sec/Sales-Promotion.html

• http://www.inc.com/encyclopedia/sales-promotion.html

• http://www.nordstromsupplier.com/content/sc_manual/ndirect/ndirect_manual.pdf