1. Million Dollar Jeans
A fashion company that
focuses on embracing
your inner runway model
Tatiana Milcent

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Table of Contents
Executive Summary .......................................................................................................................2
Analysis of Market Environment ...................................................................................................3
About the Company....................................................................................................................3
Target Market.............................................................................................................................3
Competitor Analysis ...................................................................................................................4
External Factors .........................................................................................................................4
Strength, Weakness, Opportunities, Threats [SWOT] Analysis ...................................................4
Strength......................................................................................................................................4
Weakness...................................................................................................................................5
Opportunities..............................................................................................................................5
Threats........................................................................................................................................5
Marketing Objectives.....................................................................................................................5
Marketing Strategies/ Marketing Implementation......................................................................6
Product Strategies .....................................................................................................................6
Promotion Strategies.................................................................................................................7
Pricing Strategies.......................................................................................................................7
Place Strategies .........................................................................................................................8
Time Line ....................................................................................................................................8
Budget Allocation.......................................................................................................................9
Evaluation and Control ..................................................................................................................9

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Executive Summary
New to the fashion industry, we are Million Dollar Jeans. Our company plans to sell a
variety of different clothes for women, ranging from shirts to shoes. We will have jeans from
sizes 00-24, with hi-tech stretch technology, which allows the consumers size and weight to
fluctuate and to still have the jean fit perfectly. The mission of Million Dollar Jeans is to help
women present themselves in attire fit for casual wear and the fashion runway, promoting
confidence and appreciation for one’s own physique. We will be promoting through social
media and commercials and we will be pricing all of our products at a 50% markup, using
marginal cost pricing. We plan to broadcast our own fashion show in December 2015 and
break even December of 2016.

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Analysis of Market Environment
About the Company
Million Dollar Jeans is a private fashion company that was founded in 2014. The
mission of Million Dollar Jeans is to help women present themselves in attire fit for casual
wear and the fashion runway, promoting confidence and appreciation for one’s own
physique. Sharing the mission to our consumer will be done by placing the statement on a
tag that is attached to every item sold. Our company plans to sell a variety of different
clothes for women, ranging from shirts to shoes. Our first line release will include jeans since
that is a common difficulty for women when they are shopping. We will have jeans from sizes
00-24, with hi-tech stretch technology, which allows the consumers size and weight to
fluctuate and to still have the jean fit perfectly. There will be no stresses over jeans that are
tight around the thigh and loose around the waist; with the fabric used in our jeans, the jean
will shape and form to every woman. The clothes are made to be comfortable, yet form
fitting; trendy but still appropriate for every day. We want the consumer to be able to notice
the versatility in clothes so that they can visit their post-office but still be comfortable
marching down a runway.
Target Market
After evaluating the possible target market, we have selected different segments in
different categories to ensure an optimal reach.
Target Market
Gender and Age Women; 16-30
Psychographic Interested in looking trendy and comfortable
Income Low-Middle to middle income ($20K-75K)
Behavior Individualistic (selective) people

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Competitor Analysis
Indirect competition will include clothing brands all together. Despite whether they
are targeting the same individuals as we are, they are still our competitors. Places like this
include Banana Republic (targeting upper-class income), or Ann Taylor (targeting older aged
women) are still our indirect competition. Direct competition includes stores like Forever 21
and H&M. We must make sure that our fashion lines have better releases and are more
accessible and appealing than our competition, whether indirect or direct.
External Factors
Legislation has no effect on our selling capability because we are a legal company
and we are following ethical protocols. Competitors will always have an effect on our selling
power but in order to combat that, advertising and promotion should be compelling.
Technology will actually help us because it will allow for a more wide spread of brand
awareness. We can go through all the social media websites and promote our brand while
also communicating with our consumers. Finally, as for consumer preferences, since our
product will not be very expensive, ranging from $25-40, consumers will not need to worry
about breaking their bank. During promotion, we will make sure to translate the notion that
our items are high quality but reasonably priced.
Strength, Weakness, Opportunities, Threats [SWOT] Analysis
Strength
A strength that we possess is our innovative product and our wholesome approach.
Not many companies focus on the adaptability of their products and this is most likely so
that they can sell more for different occasions. However, we do not want to manage the

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company with the thought of financial gain in mind. We want women to feel comfortable and
still feel fashionable, and we expect that our consumers will appreciate that.
Weakness
We are a new company so it may take some time for us to be noticed in the fashion
world. Previously mentioned companies have been in the market for much longer than we
have so it might be difficult to be noticed by consumers.
Opportunities
Since we are new, that gives us an opportunity to enter the market with a fresh
approach. The appeal of a new company to individualistic individuals should garner some
consumers. In addition, another opportunity that we have is to work with such a hi-tech
fabric, which will set us apart from our competitors in terms of knowledge on innovative
products.
Threats
A possible threat is that other companies will start their own innovation of stretch
fabric similar to our product. Therefore, to remedy this, we can patent the fabric. Another
threat is that we may lose profits because consumers will buy fewer products since they are
all so versatile, but to handle that we will use promotion to show different products
coordinated into outfits so that the consumers will want to buy more.
Marketing Objectives
We have four objectives that we have for our company and they will be completed by
January 2016.

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1. The objective of our company is to make sure that we are a prominent company in a
six-month time. By November 2014, we want to have a 2% share in the fashion
industry.
2. Another goal that we have to collaborate with a department store, such as Macys,
so that we can have more locations for our products; this will be achieved by
December 2014. We expect that the merchants will be able to negotiate with
Macy’s so that we can get a wonderful set up for our clothing.
3. Our third goal is to host a fashion show that will be televised nationally, displaying
all of our clothes. It could be compared to the Victoria’s Secret fashion show, but
we will put together outfits. We will collaborate with Fox Network so that they can
broadcast the fashion show. The first fashion show will planned to run in December
2015. If successful, we will do this bi-annually for a winter and summer fashion
show.
4. Finally, our last goal is to break even in a company. It is a momentous milestone to
reach as a competitor in the industry and breaking even will allows us to grow as a
company. We plan to break even right after our first fashion show in December
2016.
Marketing Strategies/ Marketing Implementation
Product Strategies
The product will primarily be jeans from sizes 00-24, with hi-tech stretch technology
and then tops that range from XS-XXL. The products will be made with stretch technology so
that all the clothes fit each respective size perfectly. At the time, the technology allows the
consumer to still be able to wear their clothes even if they go from a size large to extra-large;

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there is no need to buy new clothes. This way, they will devote more of their finances to
buying new clothes than replacing the new ones. On top of that, our product with be very
trendy and fashion-show-worthy, so women will feel very confident when they go out in public
to whichever event they choose.
Promotion Strategies
For promotional endeavors, we primarily plan to use social media to access our
consumers. This way we can engage with the consumers, get testimonials for our products,
and invite their input in making their product better. We want to create a sense of
community amongst our consumers. Since social media is typically free, we will have a low
budget in regards to that form of advertising.
Another approach that we will be using is commercials on Fox. We plan to work
together with them before the fashion show so that we have a good relationship prior. We
plan to pay at least $20,000 for twenty 30-second slots and we will be putting up our
commercials in May 2015. We will also be paying services like Hulu and YouTube to place
our product in their commercials before and during videos. This will cost us .20 per view and
$11,200 will be allocated in budget for that.
Pricing Strategies
For the introductory release, we plan to price our products relative to the cost to
make it. We will be using marginal-cost pricing strategy. For every product made, we will
place a 50% markup on the cost per item. This will help us cover the cost of making and
create a profit so that we can eventually break even. Our jeans, which will be in our first
release, will cost $39.99 since they cost $19 to create. Blouses and shirts will follow the
same markup design and will range from $20-35.

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Place Strategies
The central issue is how the finished product will move from us to the hands of the
customer and we have divided that amongst wholesalers and retailers. We have chosen to
use wholesalers because they have an expertise selling and promoting products even
though the prices are likely to inflate and it is difficult to reach the consumers. We have
balanced out the wholesalers’ deficiency by also going with retailers that allows us to stay in
contact with the needs and desires of the consumers. We will be using wholesalers because
they are a great intermediary and they will be able to sell it over to the retailers. Our clothes
will be sold on our online website and in our stores and the price will remain the same on
both channels. As mentioned in the objectives, we will be trying to get our clothes in Macy’s
and they will be our wholesalers.
Time Line
•May - Launch clothing line
(Team)
•November - Reach 2% of
market share (Financial
Team)
•December - Launch
Winter line in Macys
(Merchandising Team)
2014
•May - Put 30-second
commercials on Fox
channel (Marketing Team)
•December - Broadcast
MDJ Fashion show on Fox
(Public Relation and
Marketing Team)
2015 •June - Summer MDJ
Fashion Show on Fox
(Marketing Team)
•December - Break even
point accomplished
(Financial Team)
2016

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Budget Allocation
2014 2015 2016
Initial Investment 500,000.00 120000 120000
Cost per Item 20,000.00 20,000.00 20,000.00
Advertising 100,000 33,200 10,000
Rent 100,000 10,000 10,000
Fashion Show 500,000
Total Expenses $720,000 $63,200 $40,000
Net Profit Before Tax -220,000 -361,460 171,459
Income Taxes -18,260 -30,001 14,231
Net Profit After Tax -201,740 -331,459 157,228
With an initial investment of $500,000 and $120,000 afterward, we plan to break even by
December 2016.
Evaluation and Control
Since the goal is to reach the breakeven point by December 2016, that will be the
primary measure of effectiveness and success. Since that is a long way off, other
measurements would be the increase of marketing share. If our market share does not
increase by the time specified, then some adjustments must be made. Another
measurement that we would use is by listening to our consumers on our social media
platforms. Positive reviews and messages will be associated with a progression. However, if
we find that our consumers dislike an aspect of plan, then we will make all efforts to adjust
it.