Jennifer Golubiewski Product Manager Category Manager Brand Builder 2016
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
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
Amazon Canada Banner:
Elevate the Brand: Co-branding Proposal TASK: Explore next steps for the Fender brand. Expand brand outside of independent music dealers Reach elite customers
MUSIC BRAND POWERHOUSE + FASHION POWERHOUSE
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
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
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. 12.5 million = 12-45 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
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
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.
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
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.
2015 CLOTHING AND COLLECTIBLE MERCHANDISING OPTIONS FENDER ROI PROFIT TO FILL 1X PROFIT AT 6 TURNS/YEAR FIXTURE A COST: $40.00 $435.00 $2,600.00 FIXTURE B COST: $350 $640.00 $3,630.00 FIXTURE C COST: $575 $1,100.00 $5,300.00 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: 9100288306 Fender Logo 3D Sticker $5.99 $3.00 10 $30.00 $1.70 $1.30 $13.00 6 $78.00 9100252000 Fender Window Decals Guitar and Amp $4.99 $2.50 10 $25.00 $1.25 $1.25 $12.50 6 $75.00 9100288000 Fender Amp Logo 3D Sticker $5.99 $3.00 10 $30.00 $2.00 $1.00 $10.00 6 $60.00 9100253000 Fender Logo Sticker Red Glitter $2.99 $1.50 10 $15.00 $0.46 $1.04 $10.40 6 $62.40 9100258000 Fender Logo Sticker Turquoise Glitter $2.99 $1.50 10 $15.00 $0.46 $1.04 $10.40 6 $62.40 9100254000 Fender Logo Sticker Pink Glitter $2.99 $1.50 10 $15.00 $0.46 $1.04 $10.40 6 $62.40 9100257000 Fender Logo Sticker Purple Glitter $2.99 $1.50 10 $15.00 $0.46 $1.04 $10.40 6 $62.40 Side 2: 9190028000 Fender Girl with Stratocaster Bottle Op $14.99 $7.50 5 $37.50 $5.10 $2.40 $12.00 6 $72.00 9190024000 Fender Stratocaster Bottle Opener, Red$14.99 $7.50 5 $37.50 $4.68 $2.82 $14.10 6 $84.60 9190025000 Fender Telecaster Bottle Opener, Sunb $14.99 $7.50 5 $37.50 $4.68 $2.82 $14.10 6 $84.60 9190021000 Fender Logo Keychain, Red $12.99 $6.50 10 $65.00 $3.83 $2.67 $26.70 6 $160.20 0990263000 Fender Play Wall Mounted Bottle Opene$12.99 $6.50 3 $19.50 $3.50 $3.00 $9.00 6 $54.00 9100251000 Fender Viper Bottle Opener Magnet $9.99 $5.00 10 $50.00 3.04 $1.96 $19.60 6 $117.60 9100208000 Fender Guitar Pick Pin, Red $12.99 $6.50 10 $65.00 $2.98 $3.52 $35.20 6 $211.20 9100207000 Fender Logo Pin, Red $12.99 $6.50 10 $65.00 $2.98 $3.52 $35.20 6 $211.20 9100289000 Fender Luggage Tag Red Logo $4.99 $2.50 10 $25.00 1.25 $1.25 $12.50 6 $75.00 9100274000 Fender Logo Key Chain Silver/Black $12.99 $6.50 10 $65.00 2.58 $3.92 $39.20 6 $235.20 9100275000 Fender Picks Keychain Pink, Turq, Pear $12.99 $6.50 10 $65.00 3.29 $3.21 $32.10 6 $192.60 9100273000 Fender Rhinestone Key Chain $12.99 $6.50 10 $65.00 3.04 $3.46 $34.60 6 $207.60 9100263000 Fender Bikini Girl Key Chain $9.99 $5.00 10 $50.00 2.5 $2.50 $25.00 6 $150.00 Side 3: 9100244000 Fender Red Logo Magnet $4.99 $2.50 10 $25.00 1.25 $1.25 $12.50 6 $75.00 9100277000 Fender Hendrix Peace Sign Magnet $5.99 $3.00 10 $30.00 1.25 $1.75 $17.50 6 $105.00 9100287000 Fender Magnet Clip Guitars and Amps $8.99 $4.50 10 $45.00 2.54 $1.96 $19.60 6 $117.60 9100248000 Fender "You Won't Part with Yours Eith $4.99 $2.50 10 $25.00 1.25 $1.25 $12.50 6 $75.00 9192014306 COUNTER TOP DISPLAY GRAND TOTAL $847.00 $436.00 $2,616.00 Est. Fixture cost $40.00 (not inclu. Shipping) 4 Wing Floor Display Side 1:
Summer 2016 Lifestyle Vis Merch Program
Summer 2016 Vis Merch Package: Cube display ($2461 usd dealer net value) SIDE 1, TOP 1 SIDE 2 SIDE 3, TOP 2 SIDE 4
Summer 2016 Vis Merch Package: 4-wing display ($1504.50 usd dealer net value) SIDE 1 SIDE 2 SIDE 3 SIDE 4
Summer 2016 Vis Merch Package: Countertop display ($514.50 usd dealer net value) SIDE 1 SIDE 2 SIDE 3
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
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!
2016 Q1 REVIEW & LIFESTYLE STRATEGY 23
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
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
Global Best Seller List Hats 26
Hats replacement options In stock now/ 120 day lead time 9106644000 HAT WASHED TRUCKER GRY BLACKOUT TRUCKER 9106645000 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
Women s options Q1 2016 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
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
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.
Before After Product Development is the whole process
Contract Work TASK: Establish building blocks to discuss and develop lifestyle brand for established equipment company. Following is Step 1.
2016 LINE UP Big color, bold words! Sunny Slope Design Studio Jennifer Golubiewski 4-5-2016
WOMEN S OPTIONS - - Add younger brighter looks - words are trending - TANKS TANKS TANKS Sunny Slope Design Studio Jennifer Golubiewski 4-5-2016
ADD MORE FORGIVING STYLES -Burnout fabric (slightly see thru) -Blousy fit -Large color range Sunny Slope Design Studio Jennifer Golubiewski 4-5-2016
WOMENS LS OPTIONS Cotton French terry sweatshirt- 3 seasons Tech jacket with back pocket and thumb holes Sunny Slope Design Studio Jennifer Golubiewski 4-5-2016
MEN Add V-necks, tri-blends and burnouts. Replace heavy cotton T s. Sunny Slope Design Studio Jennifer Golubiewski 4-5-2016
ACCESSORIES Sunny Slope Design Studio Jennifer Golubiewski 4-5-2016
Brag Book Nothing beats being on the cover of a magazine or listed in the editor s picks!
2014 Rolling Stone Gift Guide Fender Bookends Bontrager (Trek) Clothing makes cover and women s feature
Contact Info Jennifer Golubiewski Email: Jennifer.Golubiewski@gmail.com Linkedin: www.linkedin.com/in/jennifer-golubiewski-0b15332a Phone: 608-287-6872 Currently living in Phoenix, Arizona