2. + What is XXI?
Large American retail store
Sells clothing and accessories
Target customers: 16-25 females
Fashionable AND affordable
3. +
Challenges
Competing with main competitors
Keep up with latest styles & maintaining affordable prices
4. +
Goals
Become largest private apparel retailer in the U.S.
Exceed previous revenue in 2012 with new proposal
5. +
The Proposal
Develop a business casual line of clothing to
integrate into all stores
6. +
Components for Success
Increase annual revenue by bringing a new category of style
Use social media and blogging to promote new line
7. +
Components Cont’d…
Use Facebook and Twitter as main channels to communicate with
customers
Facebook: Post newest promotions, events, & photos
Twitter: Interact with followers & give opportunities to win products
8. + Strategies for Success
Use Google Adwords to drive more people to the website
Target audience is in social media
Read and be active with blogs
9. +
Budget
Using 40% of total revenue is a $1,000,000,000 budget
Use 40% of that on PR, 40% on advertising and 20% on
campaigns
10. + Timeline
Start designing products December 2011
Promote products and start advertising January-February 2012
Release new line to stores March 2012
Monitor success of new line February-August 2012
Make alterations/adjustments September 2012