EMMA WHITE

COLLECTION FOR
INTERMIX
SPRING 2015
PROPOSED BY:
JULIE SAYEWICH
OLIVIA GRIER
EMILY KAYE
JENNA FERDINANDI

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TABLE OF CONTENTS
EMMA WHITE SPRING 2015 COLLECTION ....................................................................................... 3
STORE GRID: NORTH AMERICA CLASSIFICATION ....................................................................... 4
STORE GRID ................................................................................................................................................. 4
STORE CLASSIFICATION ............................................................................................................................... 4

A Stores ................................................................................................................................................ 4-5

B Stores ................................................................................................................................................ 5-6
C Stores .................................................................................................................................................. 7
INTERMIX BUYER OPPORTUNITIES ................................................................................................................ 8
PROPOSED BUY ......................................................................................................................................... 9
INTERMIX PROPOSED BUY ............................................................................................................................ 9
STORE UNITS ................................................................................................................................................ 9
RETAIL PRICE POINTS ............................................................................................................................. 9-13
BEST SELLER REPORT .......................................................................................................................... 14
SELL THRU REPORT LY ............................................................................................................................ 14
PRODUCT EXPANSION .......................................................................................................................... 15
SILK SKIRT ................................................................................................................................................ 15
TROUSER ................................................................................................................................................... 15
EQUIPMENT BLOUSE................................................................................................................................... 16
LINE SHEET ......................................................................................................................................... 17-19

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Emma White Spring 2015 Collection

Colour Story: Black and Grey tones with accents of Lotus Pink
*Outfit pieces sold separately. Styling recommendation of the collection.

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Store Grid: North America

Classification
Emma White classified Intermix stores in the North American region into three categories: A
Store, B Store and C Store. Each classification reflects the planned units per sale based on store
capacity, traffic, status and location.

Intermix: North America

Store Grid
State/Province

Region

Location

Category

Ontario

Toronto

130 Bloor Street W

California

Beverly Hills 400 N Beverly Drive

California

Los Angeles

110 Robertson Blvd

New York

Manhattan

365 Blecker Street

New York

Manhattan

125 Fifth Avenue

Texas

Dallas

North Park Center

Arizona

Scottsdale

Scottsdale Quarter

Georgia

Atlanta

Phipps Plaza

Illinois

Chicago

40 E Delaware Place

Pennsylvania

Philadelphia

1718 Walnut Street

Florida

Palm Beach

218 Worth Avenue

Massachusetts

Boston

186 Newbury Street

Figure 1: North American Intermix Store Grid

Store Classification
A Stores
NEW YORK: Emma White is targeting Intermix locations within the Los Angeles, Beverly
Hills, Manhattan and Downtown Toronto areas to continue carrying the brand in higher volumes.
These are destination cities that generate elevated traffic flow from tourists and trendy locals
alike, in turn, increasing the demand and potential for higher sales. The original flagship store
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opened in 1993 in the Flatiron District of New York City and is located along 5th Avenue, where
high end stores can sell to a large demographic of fashion conscious individuals who are willing
to spend more on better quality product. New York is home to several other successful locations
that are capable of maintaining a higher volume status. In particular, the store uptown on
Madison Avenue, has proven to be the companys top selling location (Wilson). This area boasts
a wealthier cliental, including many celebrities who would be more willing to promote up and
coming, high quality brands- Emma White.
ONTARIO: This 2,500 sq. ft. Bloor Street Intermix location is currently the only one in
Canada. Bloor Street has a fashionable reputation housing many higher end Emma White stores
(Sorensen), therefore attracting a crowd with the discretionary income to spend on higher priced
clothing with good value. Given that this store is the only one of its kind in Canada, the demand
for (Emma White) will increase in turn attracting higher crowds to the store looking for those
upscale womenswear labels that are otherwise difficult to find. Emma White coincides with
Bloor streets vast demographic of stylish wealthy professionals, trendy teens and fashionistas in
the industry looking for the latest trends.
CALIFORINA: Los Angeles County is not only one of the largest populated regions in the
United States, second only to New York, however, it also garnered a record 42.2 million tourists
in 2013 (Smith). Beverly Hills is Californias central fashion hub, renowned for its luxury brands
and higher end boutique style shops. Tourists are immediately drawn to the elegantly adorned
streets of Beverly Hills and enticed into buying something to remember their trip by. Local
celebrities especially can be found perusing these shops on a local basis shopping for the latest
trends in order to stay relevant in the tabloids. Emma White would do well in the location on
Robertson Boulevard as it is targeted to the younger, trendy demographic that is regularly seen
shopping there. Robertson intersects with Beverly Hills so the traffic flow has the potential to be
just as consistent as any given day on Rodeo Drive. The 400 N Beverly Drive location in close
proximity to other higher end clothing stores including its neighbour Theory, an upscale
contemporary clothing brand, Celine and Chanel, to name a few. Emma White would fit
perfectly in this location as it will attract the tourists and locals on a regular basis to buy the
product.

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B Stores
DALLAS: North Park Center is one of the top retail shopping malls in the Dallas, Texas
region. In the year 2006 it received a 1.2 million sq. ft. renovation for 250 million dollars
(Center). The mall caters to an affluent cliental who can afford to spend money on higher end.
The city of Dallas, Texas attracts a significant amount of tourism each year on top of the rough
1.258 million locals as of 2013. Its dense population results in a heavy traffic flow of consumers.
Emma White will have a good deal of exposure in this location to potential buyers looking for a
chic, higher end unique label.
ARIZONA: Scottsdale Arizona is the second Intermix B location that Emma White would
like to continue carrying its line. Scottsdale is considered a popular tourist region, with a bustling
nightlife, high end shopping and a restaurants offering a variety of delicacies. Scottsdale itself is
a fairly wealthy area as many locals have the discretionary income to spend on good quality
products. While the tourist rates are not as high in Scottsdale as in New York or Los Angeles,
they are increasing due to the fact that the city is hosting the 2015 Super bowl. With the
expectation of tourism skyrocketing in the next year, the Scottsdale Quarter would be the perfect
location to sell medium volume product in. The Quarter is a premium outlet that caters to a
younger stylish crowd, with stores like Sephora and Lululemon along with the Intermix store.
However, the stores located within the vicinity do not contain higher end brands therefore less
product is required at first to test out the waters.
ATLANTA: Atlanta, Georgia is a lively city filled with young urban professionals just at the
brink of starting their careers. The city itself has a population of about 450,000 which is small in
comparison to Dallas, Texas. However, there is still a market for Emma White with those women
just starting their careers and looking to impress their employers in every way including the way
they present themselves. To test out whether or not the product would do well in this location,
Emma White will provide medium volume product to this location.
CHICAGO: The 40 E Delaware Place location is situated in the busyness of the Rush Street
region in Chicago Illinois. The street is lined with high end restaurants and spas, as well as other
trendy boutique style shops catering to a crowd that wants good quality clothing in no time at all.
Delaware Place is close to the financial district of Chicago and as such, a heavy traffic flow of
locals is regularly found perusing the shops looking for trendy items on their lunch break.
Intermix is a store that offers unique brands that are hard to find elsewhere and Emma White is
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one such brand that meets the expectations of the busy buyer looking for something new and
trendy in a short amount of time.

C Stores
FLORIDA: The Palm Beach location on 218 Worth Avenue is a boutique store that caters to
vacationers and devoted locals who are willing to spend more money on their clothing and
accessories. While most people do not think to spend much time indoors on a vacation in a sunny
area like Florida, there are many tourists from Canada and other parts of the United States who
find time to search through some of the local boutiques to see what unique finds they can bring
home as a reminder of their trip. These people are already spending the money on a vacation and
are therefore more likely to find the opportunity to spend money on shopping. The Florida store
is somewhat smaller than the other stores listed above and therefore does not require a larger
volume of product from the line. This location is important to stay in as it brings in a totally
different demographic than the larger cities like New York or Los Angeles.
MASSACHUSETS: The Newbury Street location for the final C store location is
positioned in one of Boston, Massachusetts central shopping hubs. One of the benefits of this
location is that a large majority of the residents both live and shop in this district (Boston
Discovery Guide). A regular cliental base is key to this Intermix location and one reason why
Emma White will do well here. Intermix is known for regularly switching up their inventory so
as not to fall behind on the latest trends. This is something key to the Emma White line and is
something that customers have come to expect and love. A smaller but consistent cliental will be
perfect to see how well customers respond to the line.

Intermix Buyer Opportunities

Emma White is dedicated towards establishing a win-win relationship with Intermix.
There are variety of opportunities for the buyer to assist in the process of creating the most
profitable store grid for Emma Whites Spring 2015 collection. Emma White values:
A close relationship with the buyer to maintain the success of a line in any given store.
Updating Emma White seasonally with a sell thru report to illustrate the sales of each
garment in the line. As a result, results are analyzed to determine the reasoning for sales

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and make recommendations for essential pieces. Expand the hot sellers and eliminate the
dogs.
Manage budget for the upcoming season. This way the selling agent can appropriately
distribute the units to different stores keeping in mind how much the store is willing to
spend.
Inform capacity needs for each store. Intermixs understanding of store volume potential
is beneficial to customizing needs of the store. An appropriate store grid considers the
differences between high, medium and low volume stores based on sales from previous
seasons and the overall demographic of the store's region.
Emma White values maintaining a good rapport with Intermix to ensure the right
product is placed in the right stores at the right time. We value the abundance of useful
information to the seller making the job of developing a store grid that much easier in
the end.
Works Cited
Boston Discovery Guide. 2014. 11 November 2014.
Center, North Park. northparkcenter.com. 2014. 11 November 2014.
Smith, Dakota. "42.2 million tourists visit Los Angeles in 2013 setting tourism record." Los
Angeles Daily News 1 January 2014.
Sorensen, Tara. "The Best Shopping in Yorkville." Toronto.com 7 August 2013.
Wilson, Eric. "A luxury face-off at the boutique corral ." New York Times 1 January 2007.

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Proposed Buy
EMMA WHITE

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Store Units
The number of units per store are allocated respectively to the store grid, ranking from highest
capacity, A stores, to lowest capacity, C stores. A Stores high traffic, large selling space and
high sales reasons that a larger unit run is necessary to meet customer demand. Whereas, a C
store only requires a smaller unit run due to limiting space and lower sales planned. Each
garment unit pre-pack is based on the respective size run and store grid. Brands size run support
consistency with Intermixs sizing trends. Blouses, skirts, jackets and dresses follow a petitesmall-medium-large (P-S-M-L) size run. Whereas, pants follow the European sizing of 24-2627-28-29-30 size run. Figure 3 exemplifies the units per store based on the specific garment
category.

Figure 3: Store Grid Pre-Packs

Retail Price Points

Emma White values consistency for Intermix. The Spring 2015 Collection retail price points
reflect the average price point based on similar garments currently sold in Intermix stores. The
garments comparison identifies similarities in fabrication, silhouette and style. The retail prices
end in odd decimals to be consistent with the pricing strategy of other current lines within
Intermix.

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Best Seller Report

Last Years Sell through report illustrates in six weeks we have an 8% sell through or higher,
indicating that our product has been well received by the customers of Intermix in the past. We
hope to increase the units of merchandise we sell to Intermix in the future as well as our product
line to offer customers more choice and variation in their favorite pieces. Since our Equipment
blouse has the highest sell through at 12%, indicating that it is one of the most popular items that
we sell at intermix. Its basic style and easy fit, accommodates almost all body types.
Furthermore, our lowest sell through, the midi skirt, although above average, we hope that by
expanding the color choice our sell through will increase to match our other items.

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Product Expansion
Product Expansion #1: Silk Skirt
One of the top sellers last year, the silk skirt, is repeated for the upcoming spring 2015 collection.
Last year, the silk navy skirt reached the knee and flared. This year, following the current Spring
trends, the hemlines and colour of the silk skirt has been adjusted accordingly. The hemline of
the silk skirt has lowered from last year to a midi length. With bright colours dominating the
runaway for spring 2015, the silk skirt will be offered in two colour options: solid navy blue,
solid lotus pink and navy blue, lotus pink horizontal stripe (Style.com Resort 2015 Collection).
Emma White chose pink and blue because they are both on trend this season (Dimalanta, Who,
What, Wore). Juxtaposing navy and pink will give the customer that on trend, edgy, but still
feminine look for the upcoming Spring/Summer 2015 season. Since nautical stripes were on
trend last year and stripes continue to be a trend this year, Emma White decided that keeping this
option for our customers is critical. Furthermore, the hardware on the dress will be a simple
invisible zipper.

Product Expansion #2: Silk Trouser

The silk trouser has been one of Emma Whites most popular items. This pant is easy to wear,
and is resistant to wrinkling. Every woman should have an easy to wear black pant, which is why
Emma White has chosen to offer our customer a black pant. For this season, Emma White
wanted to expand this product to capture the current Woodstock and Boho trends, however with
more of a modern and contemporary edge (Choy, Huffington Post). Emma White will offer our
customer two colour options in this pant: black and a pattern that is pink and cream with a water
colour pattern. Emma White will maintain the sleekness of the pant through hiding the zipper
and offering no pockets.

Product Expansion #3: Equipment blouse

Emma White expanded The Equipment blouse in white, however adding double breasted pockets
for upcoming Spring 2015 season. The equipment blouse is offered in a bright lotus pink as well
as an off white. Emma White wanted to add pockets to create more of a utility look. Emma
White wanted to provide their customers with a piece that would give a modern sensibility to
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their psychedelic silk trouser. Furthermore, Emma White wanted to maintain the sleekness of the
blouse, by offering only two solid colours (The 9 best Trends from Resort 2015, Elle.com).
Works Cited
Choy, Jennifer. What Were Going to Wear in Spring 2015: 10 Wearable Trends Fresh Off the
Runways. Huffington Post September 26th, 2014
Dimalanta, Aria. Trend Report: The Pink Coat Takes Over Fashion Week. Who Wore What.
Clique Media. February 18th, 2014. Web. November 5th, 2014
Prescod, Danielle. The 9 Best Trends From Resort 2015. Elle.com. Hachette Filipacchi Media.
June, 26, 2014. Web. November 5st, 2014
The Resort 2015 Trend Report. Style.com. Conde Naste. July 3rd, 2014. Web. November 5th,
2014

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