1. Donna Moulton
Fashion Marketing
MK-240-A
Final Project
Due: 12/3/15
Metropolis Marketing Plan
For my final project the brand that I have designed is name Metropolis.
Metropolis is based on the Art Deco Era in American History, filled will gold’s and
bronze colors that portray that timeframe but in an updated and elegant fashion.
The fabrics I have chosen for my line are silks, lace, metallic and brocade fabric,
which is highly decorative woven fabric with colorful silk details. The first of my
designs/ outfits Feature gold detailed mid-length mermaid skirt, with a black blouse
with gold detailing and Lace, gold shoes, my color palette used were black, grey,
gold, lace, gold pattern, buttons, My second design is sold and green striped A Line
skirt with black detailing, a Lace blouse with a mix of a gold pattern print gold
buttons and Black cuffs, Black Shoes. My Color Palette used were Gold, Lace, Black,
Green, gold pattern, gold buttons. My third design is a long rectangular dress with
gold detailing and a blazer, gold shoes. My color palette were gold’s, bronze, grey,
blue and a gold pattern, along with gold buttons. My fourth design is a blazer and
dress pant combo, The black blazer has Gold print detailing and gold and black
buttons with a Lace tie, combined with gold dress pants with gold print cuffs and a
bronze blouse worn with black booties. My Color Palette used were gold, black, gold
and black print, lace, bronze. My fifth design is a blouse and Skirt combo, The dark
bronze blouse has gold and lace sleeves with gold detailing in the cuffs and collar
with silver buttons along with a silver chain detailing, The skirt is black with

2. black and gold pattern and gold belt, with green metallic shoes. The Color Palette I
used were gold’s, bronze, black, lace, silver, and metallic green. My last and sixth
design is a gold suite with light gold and lace detailing, A peacock pattern blouse
with gold detailing and a lace collar and gold buttons, along with a metallic deep red
belt with the same color heeled booties. The color palette I used were gold, light
gold, lace, metallic deep red, and gold Buttons
Lifestyle of The Consumer:
The personality of my potential consumer would be outgoing, positive,
ambitious, with a positive outlook on life, and very social. They would be interested
in high fashion and Beauty; they would read fashion magazines and keeps up on the
latest looks and trends of the season. They would also have an interest the Arts &
Culture along with Travel, such as Musical performances, Plays, Operas and
Museums and take occasional holidays. They would use social media to keep up on
the latest fashion and latest trends. My target consumer would be out of college just
starting out in the professional working world or already in the professional
industry. They would have a disposable income to afford and purchase more
luxurious items. They would have an annual average income of $60,000.00+ a year.
And my Target consumers life cycle stage would be Young & Single up and through
to Married with or with out children.
Target Consumer:
My Target consumer would be working professional women who would
want to have an elegant classy professional wardrobe. My Consumer Segment would

3. be Older millennials (26-34) and Generation X(35-46). They would value a high
quality product that allows them to look professional for work or any other social
event. They would be between the ages of 25-40 years old, White collar
professionals, who enjoy high quality design at a mid price point. Their annual
income would be at least $60,000+, and my target consumers would be located in
and around major business cities around the United States; Such as the Tri-state
area, LA, Chicago, Dallas and Boston.
Retail Distribution:
For my Product Line I want to use an alternate channel of Retailing for my
line Metropolis instead of opening up my own retail chain, Also instead of being
exclusive to one retail outlet I want to be selective and distribute my line to two
retail chains. The first Retail outlet being Macy’s Department Stores and for my
second retail outlet I am selecting Lord &Taylor.
Advertising:
To advertise my line Metropolis I plan on holding two Trunk shows in one
store from each retail chain. The Stores I would pick for the Trunk shows would be
in the area surrounding my target market. Along with the Trunk shows I would take
to heavy social media marketing with online contests to promote my brand name.
With the $175,000.00 budget I have for advertising my line, I would advertise on
two transit billboards for $3500.00 each bringing my total to $7,000. One billboard
northbound and one bill board southbound which would reach a large demographic
of commuting consumers. Along with the billboards I would place a half page ad in
Vogue Magazine 12x for $94,449.00, leaving me with a balance of $73,551. Next I

4. would build a website with information about the brand and the brand line designs
with links to where consumers can find the items they would like to purchase. An
online flash website with internal marketing social media integration and email
newsletter marketing would run about $20,000. With $53,551.00 left for advertising
I would advertise on popular radio stations for $8,000 for 20 commercials in a week,
I would do this the week the line launches, with $45,551.00 left I would advertise in
The New York Times Fashion section with a 6 column ad in Black and white for
$30,534.00, leaving me with $15,017, with what I have left over I would use that
toward setting up my trunk shows or toward sending product to fashion bloggers
and fashion Youtube vloggers to get real testimonies and opinions on my brand. By
having Billboards, newspaper, magazine and radio ads I can integrate my
advertizing with QR codes which would bring the consumers to my brand website
or social media sites and then from there they can follow links to go to the retail
chain websites to order products from my line.
Positioning:
For my Product Line Positioning, Since my line will distributed to Macy’s
Department Stores and Lord &Taylor. I would like to keep my product line at a
higher price point as it is marketed toward the working professional woman. Pricing
would range from $50 and up to $200 depending on the items. Making the prices in
the line affordable to a wide range of consumers. To keep a high position in the
market place I would take to social media for advertising through a Metropolis
brand page encouraging consumers to tag themselves in photos wearing pieces

5. from the metropolis line to the Brand page for discount codes which by doing so
would expose my brand to a large segment of consumers on social media.
Competition:
My competition would be a few outlets, such as New York & Company, White
House/ Black Market, Ann Taylor, The Limited, Banana Republic, along with the
retail brands sold in the retail locations I have chosen to distribute my line. To
differentiate my Line from all others I plan to keep to designing my line around the
art deco era by updating it for todays wear by keeping the style and design elegant
and classy and by really emphasizing on social media marketing and promotions.
Why Consumers should buy:
Retailers and consumers I believe would be attracted to the elegance of my
line since it is reminiscent of the art deco era but designed in a more modern fashion
for everyday wear in this modern time. The price points of the line are comparable
to other such brands but I believe the items are very comparable in quality and very
elegant in design, also along with my heavy advertizing strategy I believe that I
would reach a large consumer target that would be attracted to my product line.