Jennifer Golubiewski. Product Manager Category Manager Brand Builder 2016

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1 Jennifer Golubiewski Product Manager Category Manager Brand Builder 2016

2 Overview Greetings, and thank you for taking time to learn more about my experience and skills. Following is an assortment of projects, tasks and best practices I have executed both individually and collaboratively in recent work history over and above the fundamental responsibilities of costing, sourcing, reviewing tech packs, inventory, and financial management. I look forward to discuss next steps. Kind regards, Jennifer

3 Create Specialness : Regionalizing Product TASK: Create a sense of personalized product within the brand. RESULT: Enthusiastic support from both internal sales and customers. Opened Amazon Canada account First time Lifestyle orders from several Canadian dealers

4 Amazon Canada Banner:

5 Elevate the Brand: Co-branding Proposal TASK: Explore next steps for the Fender brand. Expand brand outside of independent music dealers Reach elite customers

6 MUSIC BRAND POWERHOUSE + FASHION POWERHOUSE

7 WIN/WIN: Expansion into wider arenas for both brands: fashion/ retail / entertainment Fender will benefit being introduced to Varvatos customers Varvatos will benefit aligning with the star power of Fender artists

8 Why Varvatos will benefit partnering with Fender: 1. Partner with an iconic brand to build Varvatos awareness in more common general public entertainment markets 2. Increased exposure in the music world: Access to Fender artists / increase star power Talent for Bowery Boutique stage David Gilmore Chris Shiflett Josh Dorr Real Estate Coasts Adam Clayton Striking Matches Night Terrors of 1927 Priory The Bots

9 Why Varvatos will benefit partnering with Fender con t: 3. Access to Fender data base that may be new to Varvatos In a 2015 Study Fender identified about 25 million guitar enthusiasts in the USA million = yr old, 50% male / 50% female 10 million = 45+ yr old, 65% male/ 35% female Fender is building a massive digital platform which will build a community and connect artists with music, lessons, information and product. 9

10 Why Fender will benefit partnering with Varvatos: 1. Reach fashionista tastemakers new to the Fender label 2. Give our discerning Custom Shop buyers a clothing line from the brand they love 3. Build a tiered Fender lifestyle brand as aspirational as Fender premium guitars. Bring style sophistication to a black T shirt and jeans casual culture 4. Increase International exposure via Varvatos boutiques Moscow, Bangkok, London, Mexico City

11 License or co-branded product angle? In order to have a value proposition for high end product Fender should partner with a reputable clothing brand. Fender has no history, reputation, equity in the clothing world. A high end fashion buyer is more likely to spend $2,000 on a Fender by Varvatos jacket than a Fender jacket. As would be musicians buying a Varvatos for Fender Guitar over a Varvatos Guitar.

12 Distribution: Where Varvatos is sold: JV Company stores, Saks, Barneys, Nordstrom, Bloomingdales, Amazon. Marketing: Joint co- branded effort Varvatos fashion crowd with a strong lean to music lovers and rock and roll disruptors Fender music crowd with varying levels of fashion awareness & interest

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14 Visual Merchandising TASK: Create display solutions for music retailers. I don t have any place to put this stuff the #1 reason music dealers did not buy into Fender lifestyle products. The following pages show the process: Assessing assortment for A, B and C packages with Display Comps ROI to plan free display program Final rollout to dealers RESULT: 30% increase in doors, 40% sales increase with independent dealer network. Profitable dealers = happy dealers.

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16 2015 CLOTHING AND COLLECTIBLE MERCHANDISING OPTIONS FENDER ROI PROFIT TO FILL 1X PROFIT AT 6 TURNS/YEAR FIXTURE A COST: $40.00 $ $2, FIXTURE B COST: $350 $ $3, FIXTURE C COST: $575 $1, $5, Counter Top Display MSRP DEALER NET units total dealer net COST profit/ unit profit to fill display 1 time target turns/ 12 month s 12 mth potential profit to FENDER Side 1: Fender Logo 3D Sticker $5.99 $ $30.00 $1.70 $1.30 $ $ Fender Window Decals Guitar and Amp $4.99 $ $25.00 $1.25 $1.25 $ $ Fender Amp Logo 3D Sticker $5.99 $ $30.00 $2.00 $1.00 $ $ Fender Logo Sticker Red Glitter $2.99 $ $15.00 $0.46 $1.04 $ $ Fender Logo Sticker Turquoise Glitter $2.99 $ $15.00 $0.46 $1.04 $ $ Fender Logo Sticker Pink Glitter $2.99 $ $15.00 $0.46 $1.04 $ $ Fender Logo Sticker Purple Glitter $2.99 $ $15.00 $0.46 $1.04 $ $62.40 Side 2: Fender Girl with Stratocaster Bottle Op $14.99 $ $37.50 $5.10 $2.40 $ $ Fender Stratocaster Bottle Opener, Red$14.99 $ $37.50 $4.68 $2.82 $ $ Fender Telecaster Bottle Opener, Sunb $14.99 $ $37.50 $4.68 $2.82 $ $ Fender Logo Keychain, Red $12.99 $ $65.00 $3.83 $2.67 $ $ Fender Play Wall Mounted Bottle Opene$12.99 $ $19.50 $3.50 $3.00 $ $ Fender Viper Bottle Opener Magnet $9.99 $ $ $1.96 $ $ Fender Guitar Pick Pin, Red $12.99 $ $65.00 $2.98 $3.52 $ $ Fender Logo Pin, Red $12.99 $ $65.00 $2.98 $3.52 $ $ Fender Luggage Tag Red Logo $4.99 $ $ $1.25 $ $ Fender Logo Key Chain Silver/Black $12.99 $ $ $3.92 $ $ Fender Picks Keychain Pink, Turq, Pear $12.99 $ $ $3.21 $ $ Fender Rhinestone Key Chain $12.99 $ $ $3.46 $ $ Fender Bikini Girl Key Chain $9.99 $ $ $2.50 $ $ Side 3: Fender Red Logo Magnet $4.99 $ $ $1.25 $ $ Fender Hendrix Peace Sign Magnet $5.99 $ $ $1.75 $ $ Fender Magnet Clip Guitars and Amps $8.99 $ $ $1.96 $ $ Fender "You Won't Part with Yours Eith $4.99 $ $ $1.25 $ $ COUNTER TOP DISPLAY GRAND TOTAL $ $ $2, Est. Fixture cost $40.00 (not inclu. Shipping) 4 Wing Floor Display Side 1:

17 Summer 2016 Lifestyle Vis Merch Program

18 Summer 2016 Vis Merch Package: Cube display ($2461 usd dealer net value) SIDE 1, TOP 1 SIDE 2 SIDE 3, TOP 2 SIDE 4

19 Summer 2016 Vis Merch Package: 4-wing display ($ usd dealer net value) SIDE 1 SIDE 2 SIDE 3 SIDE 4

20 Summer 2016 Vis Merch Package: Countertop display ($ usd dealer net value) SIDE 1 SIDE 2 SIDE 3

21 Specs 28.5 wide/72.4cm 70 tall/ 177.8cm 28 wide/71.12cm 70 tall/ 177.8cm 12 wide/30.48cm 25 tall/ 63.5cm

22 Creating sales tools / talking points TASK: Support internal sales team to effect change with a key account. The following is a step by step assessment of the retailer s business with suggested changes. These changes were based on global sales not including the sales of Guitar Center which would sku the result. RESULT: Empowered sales team, focused attention from all sides and change!

23 2016 Q1 REVIEW & LIFESTYLE STRATEGY 23

24 Global Best Seller List T Shirts COMMENTS & SUGGESTIONS SALES TRENDS OF FASHION PRINT ARE HIGH 1 ST 6 MTHS. WHILE THIS IS STILLL STRONG IT IS SLOWING GLOBALLY. SUGGEST UPDATE THIS STYLE PRINT NOT TRENDING NOW 24

25 T Shirts replacement options NY, CA, FL and no state THESE HEATHERED SHIRTS HAVE FAR EXCEEDED OUR FORECASTS SINCE JANUARY. SLIGHTLY SHAPED, LIGHTER FABRIC. OLIVE AND BLUE VERY CLOSE IN SELL THRU IN STOCK NOW, 30 DAY LEAD TIME: Fedora update: Fabric print update with leather look band HENDRIX CONTINUES TO BE VERY STRONG IN CLOTHING INDEPENDENT OF GUITAR LINE. IN STOCK NOW, 30 DAY LEAD TIME THIS IS A GREAT UPDATE FOR THE GREEN TELECASTER SHIRT IN STOCK NOW, 30 DAY LEAD TIME IN DEVELOPMENT NOW: 25

26 Global Best Seller List Hats 26

27 Hats replacement options In stock now/ 120 day lead time HAT WASHED TRUCKER GRY BLACKOUT TRUCKER HAT LOGO TOPSTITCH BLK BLACKOUT BASEBALL NEW: Target in house date: August 1. Initial orders = 120 day lead time NY, CA, FL and no state Driver s Cap update: Heavier fabric, paisley lining, adj. size for 1 sku Fedora update: Fabric print update with leather look band 27

28 Women s options Q has been our strongest season yet for women s T Shirts In stock now, 30 day lead time: Even stronger (triple the volume) are the collectibles: In stock now, 120 day lead time 28

29 Holiday/ Back to School Planning In order to reach our full potential we need FORWARD orders especially for barstools. 120 day lead time is unforgiving: Start planning with your dealers now Back to School In D.C. by July 1 = PO s in by March 1 Holiday In D.C. by Nov. 1= PO s in by June 1 (extra time for high traffic /increased processing) 29

30 Packaging Design and Development TASK: Improve current packaging. packaging was non-descript, non-compelling, difficult to identify product RESULT: Retail worthy box, instant recognition of product. Invites consumers to look into the box.

31 Before After Product Development is the whole process

32 Contract Work TASK: Establish building blocks to discuss and develop lifestyle brand for established equipment company. Following is Step 1.

33 2016 LINE UP Big color, bold words! Sunny Slope Design Studio Jennifer Golubiewski

34 WOMEN S OPTIONS - - Add younger brighter looks - words are trending - TANKS TANKS TANKS Sunny Slope Design Studio Jennifer Golubiewski

35 ADD MORE FORGIVING STYLES -Burnout fabric (slightly see thru) -Blousy fit -Large color range Sunny Slope Design Studio Jennifer Golubiewski

36 WOMENS LS OPTIONS Cotton French terry sweatshirt- 3 seasons Tech jacket with back pocket and thumb holes Sunny Slope Design Studio Jennifer Golubiewski

37 MEN Add V-necks, tri-blends and burnouts. Replace heavy cotton T s. Sunny Slope Design Studio Jennifer Golubiewski

38 ACCESSORIES Sunny Slope Design Studio Jennifer Golubiewski

39 Brag Book Nothing beats being on the cover of a magazine or listed in the editor s picks!

40 2014 Rolling Stone Gift Guide Fender Bookends Bontrager (Trek) Clothing makes cover and women s feature

41 Contact Info Jennifer Golubiewski Linkedin: Phone: Currently living in Phoenix, Arizona