W13 Career Kit: Fashion Merchandising

WDWPark Chic is a fashion brand that creates clothing that reflects the sights, sounds
and look of the Walt Disney World Parks in Florida. The image of the brand is fun, modern, and
easy way to dress fun going to the parks, a date night, or just to your local grocery store. The
materials are used for comfortability for a long day at the parks. This merchandising plan is
designed to strengthen the image of the brand and attract our desired customers. The aim of
the brand is to create a shopping experience that is fun, unique, expressive, yet simple.
Our Target audience is women or men who enjoy going to the Walt Disney World Parks.
The ages of our target customers range from teens (16) to middle-aged adults (50s). These
customers want to wear something that represents a place that is special to them yet
fashionable. The target customers are willing to pay a moderate price for these high-quality
looks, that do not always obey the latest fashion trends and fads. Our customers value
comfortability yet stylish clothing.
Our merchandise assortment will be divided as follows:

 40% dresses
 30% tops (t-shirts, blouses, jackets)
 25% bottoms (pants, skirts, skorts)
 5% suits
Store Layout:
 I choose a boutique style layout to properly display all the items in an efficient manner
that suits best with the brand. Customers will be able to find what they need quickly but also be
drawn to stay and browse through everything.
Pricing of the items will be based on keystone pricing strategies, which means the
industry will double the cost of the wholesale goods. Merchandise that is slow to sale will be
marked down to 15% from the retail price after three months. If after six months the product
still is not selling it will be marked down to 40% from the retail price. When nine months pass
the retail price will be marked down to 60%. This strategy will help make more room for the
new products.