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Table of Content
Executive Summary2
Mission Statement2
Vision Statement .2
Social Responsibility ..2
Customer Profile..3
Customer Narrative.4
Inspiration5
Group Overview....6-7
Classification Plan..8
Master Page.9
Cost Sheet10-19
Line Sheet20-23
Brand Identity.24
Production Calendar25
Purchase Order.26
Sales Projection by Item27
Sales Projection Master Page..28
Floor Plan...29
Marketing Plan ..30-32

Executive Summary
1

The concept of this collection is meant to bring fashion forward thinking to our boy toys of
the world.

Mission statement
NastyGal is an online destination for fashion-forward freethinking, badasses. What if we
told you theres one thing these girls have been missing? Well Jeffrey's here, and he
brought something special but for the guys. Exclusive textures paired with fabrics that get
the adrenaline rushing. Fashions latest rebel has exclusively prepared pieces that our boy
toys shouldn't live without helping them to claim their stakes, and for all the men that
know a great style is inevitable you can stop looking now.

Vision statement
Welcoming young men to come and give materialistic a whole new meaning, a whole new
look. Jeffrey Campbell blesses fashions fall/winter 2016 with an exclusive menswear
collection featured on NastyGal. Who better to team up with than one of the fastest online
retailers to date? Here to bring you the one thing NastyGal is missing, let's just call them
misfits for now.

Social Responsibility Partnership

Due to this special partnership in retail, Jeffrey Campbell alongside owner of NastyGal
Sophia Amoruso have teamed up with Dress For Success to give back to the community
the only way they know how through clothes. Not every man or woman has the perfect
outfit or shoes to conquer the world, so allow them to not only give you those but an
experience to. Items will be donated and featured in a fall/winter fashion show to promote
the organizations presence and funding.
Dress for success is this years organization of choice and we love their mission Promote
the economic independence of disadvantaged women by providing professional attire, a
network of support and career development tools to help them thrive and work and life
--- we couldn't of said it better ourselves.

Customer Profile

Geographical segmentation
EAST COAST
Chicago, Illinois
232 residents per square mile, mix urban and suburban
Widely varying , humid continental climate
Demographic segmentation
21-26
Male
2 roommates
Under 21,000
Student /intern
College
Sociocultural segmentation
American
Spiritual but not religious
White
Middle class
Single
Achiever, go getter,
Effective & cognitive segmentation
Natural
Prestige
Positive attitude
Behavioral segmentation
Undivided brand loyalty
No store loyalty
Medium usage
Current user
Credit card payment method
Media usage : TV, Instagram,Twitter,online mags

Usage situation: work, home & school

CUSTOMER NARRATIVE
Justin wakes up to the loud sound of the alarm distraught, topped with an
eye rub and a loud yawn. After five minutes of lying there he rolls over and jumps up
to go straight to the shower. Playing his favorite Kanye album dark twisted fantasy
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he hops in the shower and brushes his teeth while he's in there. After getting out he
wraps his towel around his waist and goes to the kitchen to eat a quick bowl of
cereal while he checks his email. He's been waiting to hear back from this artist Girl
he wants to manage and has been listening to her music of and on for the past three
days. He rushes to throw on his favorite black ripped jeans with a V-neck and
leather jacket. He quickly leaves the house to catch the train and listens to the
newest drake album on the way. His leadership class is first up, but he can't seem to
think of anything but his trip to LA next week to meet with a rep from Atlantic
records that says he can get him in first thing after graduation. He's always been
very independent and decisive with what he wants to do with his life. As he
approached the classroom he ignores a phone call from his mom. Shakes his head
knowing she would talk his ear off if he answered. He was always spoiled growing
up, even though his parents weren't rich he was raised comfortably. Class starts
now, the teacher asks who did the reading, he raises his hand...

Inspiration

Group Overview

Classification Plan
1. Year
1. 2014
2. 2015
3. 2016
4.2017
2. Season
1. Winter
2. Fall
3. Spring
4. Summer
5. Transitional
3. Class
A. Tops
B. Bottoms
C. Accessories
D. Outerwear
4. Subclass
Tops

Outwear
1. Short sleeve
2. Long Sleeve
3. T Shirt

Pants
1. Distressed
2. Denim

1. Jacket
2. Coat
Accessories
1. Bag
2. Hat

5. Color
1. Black
2. Blue
3. Camel
4. Other

MASTER PAGE
1. JC Infinity

#45C-21

2. JC Duffle

#45C-11

3. Distressed Pant

#42B-11

4. Skinny Piping Pant

#42B-23

5. JC Formal Top

#42A-24

6. DeepV Tee

#42A-31

7. Relax Shirt

#42A-14

8. JC Bomber

#41D-12

9. Latched T-shirt

#42A-21

10. Playboy Coat

#41D-22

Cost Sheets
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Brand Identity
SELLING APPEAL/ DISTINCT CHARACTERISTICS/REATAIL/LOCATIOIN

Brand Identity: Authentic. Modern. Edgy.

Selling Appeal: Exclusive textures paired with fabrics that get the adrenaline rushing. The
modern designs of our pieces are what draw the attention, the quality is what seals the
deal. When we release designs for a season, they are all a compliment of each other.
Making it so that no matter which pieces men buy, theyre able to mix and match easily.

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Only a few of each piece is released, which brings on a high demand. PLAY is full of power
pieces that hold weight in every mans closet.

Quality
Exclusiveness
Cohesion

Distinct Characteristics: The fabric used is one of the things that separates us from our
competitors. I believe that designers are sometimes scared to experiment with certain
fabrics when it comes to menswear, but we added a taste of something different this time
around. Velvet, pony hair, and leather are just a few of the fabrics we played with for men
this season. All while still keeping the pieces masculine, the level of comfort was also very
important. The want for men to feel relaxed in the perfect fit, making being fashionable
very easy for them.

Fabrication
Fit
Comfortability

Retail Partner
Our retail partner is NastyGal, currently only selling womenswear there will be a pop
up shop inside where men can find PLAY- the exclusive menswear line designed by
Jeffrey Campbell. There will be special events leading up to the lines release to
gain more exposure from the males.
Geographic Locations:

Los Angeles
New York
Atlanta

Production Calendar
FALL 2016
August; market research, trend research
September; idea generation, creative process, source/sketch, concept *fashion week
October; material swatches, fabric swatches, color story, sourcing manufacturers,
tradeshow commitment
November; flats, fabric yardage, samples, line review, tweaking, costing

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December; Production samples completely done

January 2017; market prep, securing buyer appointment, social media teases
February; showing product (NYC, LA, Chicago, Vegas, Dallas)
March; crazy sell mode, corporate communication on selling
April; Selling on the road ends *recap month
May; All production orders made (manufacturing)
June; PREPPING (bagging, tagging, shipping)
July; PREPPING
August; LAUNCH

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Purchase Order

25

Sale Projection

26

SALES PROJECTION MASTER PAGE

1.INTRODUCTORY
Beginning on Hand
SALES
Ending on Hand

824
283
541

2.MAINTENANCE
Beginning on Hand
SALES
Ending on Hand
3.CLEARANCE
Beginning on Hand
SALES
Ending on Hand

541
291
250

250
175
111

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Floor Plan

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MARKETING PLAN
INTRODUCTORY PHASE

OBJECTIVE: To introduce a new aesthetic to menswear by raising the

brands awareness.

STRATEGY: The customers will be introduced to this brand collaboration

through a referral plan. Jeffery Campbell and Nasty Gal customers will receive
20% off their next purchase when they refer a friend that purchases an item
from the menswear collection.

TACTIC: The best way to introduce this new line would be through a launch
party. There will be two launch parties; one in New York and one in LA.

CONTROL MEDTHOD: During the launch party customers will receive

and exclusive V-neck shirt with the brands logo and designers signature.
Only the first 50 people will receive a V-neck shirt.

MAINTENANCE PHASE
OBJECTIVE: To focus on creating a stronger brand identity while gaining
more faithful customers.
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STRATEGY: Each customer who purchases from Jeffery Campbells

menswear with Nasty Gal will receive an additional 30% off their next
purchase.

TACTIC: The additional 30% off next purchase will allow the customer to
return and purchase more willingly. It gives the customer the opportunity to
experience the brands quality and theyll be more inclined to shop with the
brand again.

CONTROL METHOD: You can only receive the 30% off none clearance
items and only if you purchase over $200.

CLEARANCE PHASE
OBJECTIVE: To gain new customers while maintaining current customers
and bring more visits to Nasty Gals site.

STRATEGY: To have a small discount on specific items from the line, as well
as a small gift with a purchase.

TACTIC: A well designed phone case for both Android and iPhone.
CONTROL METHOD: A customer will receive an exclusive phone case
purchase of over $200, limited to 50 customers.

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