Fashion Merchandising Promotion Plan

SWCTA DECA
Southwest Career and Technical Academy
7050 W. Shelbourne Avenue
Las Vegas, NV 89113
Haley Colton, Gabrielle Davila-Ortiz, Hannah Hodson















II. Description of the store
Nordstrom is a high department store; therefore, we have have a broad area of
location, diverse people, and the latest trends. We are using this as an advantage to
have an increase in sales of Toms The store already carries this brand, so will have the
chance to increase the selection of Toms being sold. Nordstroms also has a wide
variety of customers; juniors, men, women, and kids of all different backgrounds. We
can use this to display our Toms all over the store. This will make it easier for customers
to see the toms and find out about our promotion if they havent done so already.

III. Objectives
Increase selection of Toms sold at Nordstroms
Promote Toms charity of their buy a pair and another pair is donated to a kid in
need
Make the public know that Nordstroms has Toms shoes
Make our products appeal to people of all ages
have perfect customer service on our Nordstroms stores
Have more recurring customers
Promote Toms Slogan One for One
IV. Schedule of Events
A. Special Events
Fashion Show - The mall is already known for putting on fashion shows - thus the
name Fashion Show Mall. We are going to use this feature as an advantage.
Nordstroms has already used the runway for many other promotions, this makes
it easier because we have already dealt with this type of business. Every
Saturday that month there will be a Toms sponsored fashion show. The models
will be wearing Toms with matching Nordstroms clothing. This will promote both
Toms and Nordstroms.
There will be a sale each day of the last week of the month will be as follows;
o Monday- Friday 15% off Toms
o Saturday and Sunday 30% off Toms
This sale allows people who only have weekends off work to also get a chance at
getting a good price.

B. Advertising
We would have a whole page ad in the Weekly Journal that lists all the events
and sales occurring during Toms Week. This would occur in the first week of April
2013 from Sunday to Sunday. The ad would appeal to all ages and genders.
There are banners hanging all over the Fashion Show Mall advertising its stores
and events that are going take place in the mall. We would have a banner that appeals
to all audiences listing the events and sales.
After a customer would make any kind of purchase at Nordstroms a month
before Toms Week, they would be handed a flyer listing all the events and sales.
We would have an ad on the top right corner of the screen and a pop-up ad
during the viewing of a video on youtube. The ad will say Toms Week and will appeal
to all ages and genders. If the ad was clicked, the viewer would be redirected to the Las
Vegas Nordstroms website where the events and sales are listed.

C. Display
Our exterior display will have a lively appeal. We want to have a giant Toms flag
in the background, and in front will be all kinds of Toms hanging by fishing wire. THere
will be mechanics made to move the shoes. The purpose of this is to make the shoes
look like they are walking. We hope that this kind of display will appeal to all ages,
because that is our target audience. There will be mens, womens, and childrens Toms
hanging in the display. Toms One for One slogan will be promoted in the exterior
display.
The for the interior display, we want every single mannequin to be wearing Toms,
despite where it is in Nordstroms. THis will show that Toms can go with any outfit. Flags
will be hung at cash registers and in the entrances of every department.

D. Publicity
We would have an ad on the the Las Vegas Nordstroms homepage which will
have all the events and sales of Toms Week listed.
An email would be sent to every customer in Las Vegas Nordstroms mailing list.
It will have a picture that would appeal to all genders and ages. If the picture was
clicked, the customer would be redirected to the Nordstroms website, where all the
events and sales are listed.

E. Other in-store Activities
Raffle - The last Friday of the week of the sale there will be a raffle. To enter the raffle
you will have to bring in a Nordstroms receipt signifying that you have bought a pair of
Toms that corresponding week. One lucky contestant will win tickets for two to diner and
a show.
Employee competition
o Employees will have a chance to win 50% of shopping money at
Nordstroms by selling the most Toms through the week
o Employees will be required to wear Toms the whole week.


V. Responsibility Sheet
The event coordinators will include all three of us. Our responsibilities will include
a meeting that is held with all the managers of the shoe department . In the meeting the
managers will be informed of all the sales and details taking place during the week.
They will be taught promotion ideas. The managers will then hold a meeting every
morning that week with the employees to explain the sales for the day, and what
uniform is required of them for the week. They will explain that all mannequins need to
be wearing toms. Managers are required to be on the floor at all times and to talk to
customers. The shoe department employees will be responsible for creating a friendly
atmosphere and for promoting Toms slogan. They will be responsible for informing the
customers of the sales and events taking place that week under the Toms name.
Employees must also wear Toms for the whole week. Any problems or issues will be
taken directly to one of us, the event planners. We will manage all operations and make
sure everyone is completing their jobs correctly.

VI. Budget
Fashion Show
o The Clothes for each model will be supplied by Nordstroms.
o Models - $30 per model (6) - $180
o Makeup artist and hair stylists - $30 each
o Production - $300
o DJ - $250
Raffle Prize
o Dinner and show for two - $100
Full page ad in Weekly Journal - $4,056
Banner in Fashion Show - $120
Ad on Youtube - $200
Flyers - $30

Vii. Statement of Benefits to the Retail Establishment
This promotion plan is very beneficial in many ways. Our plan aims towards all
audiences, therefore the amount of buyers is not limited. Anyone who finds the product
appealing is then able to find the shoe at Nordstroms. Also, our fashion show will attract
people who like to keep up with the current trends. Our sales and raffle tickets appeal to
people who would like to save money on shoes. The sale is the largest on the weekend
so everyone will have a chance to receive a good deal. Also, they will be aware of all
the sales and where to buy the shoes because of the variety of ads we are putting out.
All this will end up in a larger profit, and benefits for Nordstroms. Our plan promotes the
fact that nordstroms supports Toms and their donation of shoes to people without.


VIII. Bibliography
Nordstrom. Advertisement. Nordstrom. N.p., n.d. Web. 17 Dec. 2012.
"Category Archives: Society." Innovideo Society Category. N.p., n.d. Web. 10 Feb.
2013.