Marketing Plan |
A marketing plan to build New York and Company into a business for the target markets of professional men and women. |
Jamie Adams, Liz Quattrocchi, Jodi Fogle |
I. Executive Summary
New York and Company currently carries women’s business and casual clothing. The company will soon do the same for men. The company’s stores are small specialty boutiques. Our mission is to provide both men and women with a world class fashionable brand at affordable prices.
The new segment of the company will consist of men’s clothing line of casual to business clothing. The new segment will be promoted within the stores before it is available to the customer. The men’s line will be available online before it is in stores. The stores will be revamped to encompass the men’s and women’s lines under one roof. We plan to provide the same great customer service currently provided to the women’s target market to the men’s.
The hope is to grow the company into this new target market of men and to grow profits with the growth of the company. The company strives to be a globally known company and also a multi-billion dollar business.
New York and Company is all about “NY Style. Great Deals.”
II. Company Description
New York & Company, Inc., founded in 1918 is a specialty retailer of women's apparel. The Company designs and sources its branded New York & Company merchandise sold through its national network of retail stores and E-commerce store at www.nyandcompany.com. The target customers for the Company's New York & Company merchandise are career-minded, fashion-conscious, value-sensitive women between the ages of 25 and 45 with income over $60,000, who are raising a family or planning to, and socially active. As of January 30, 2010, the Company operated 576 stores with 3.2 million selling square feet in 43 states. The Company offers a merchandise assortment consisting of casual and wear-to-work... [continues]
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