Working for Merle Norman and Beauty Queens Boutique of Cookeville, we are constantly coming up with new ideas to develop the Merle Norman brand as well as Beauty Queens Boutique name. Merle Norman's target market tends to be a slightly older generation than the high school and college student. For five years MN of Cookeville has sold prom and pageant gowns and two years selling wedding gowns, now branding the new name Beauty Queens Boutique is on the agenda. We believe that by creating a brand awareness of BQB to ladies all over TN that when it is time for the high school prom, pageant, or a social event, those ladies will shop our great lines of dresses and at the same time take a look at our make-up and see all the benefits Merle Norman can offer them. By coming in our store first they can get the perfect dress, and accessories, then finish off with a beautiful new look with our cosmetics. So by branding Beauty Queens Boutique efficiently in return the Merle Norman brand will have a broader target market and increased sales.

Three things that Merle Norman Cosmetics all over could practice to keep our planet "Green":

1. Recylcing old cosmetic containers by having customers bring in old cosmetic and skin care containers and give gifts or a free eye, lip, or cheek color by bringing in certain amount.

2. Reducing the use of paper products in the cosmetics packaging and shipping of all prodcuts.

3. Create more products containing mineral and beeswax products instead of toxic chemicals like petroleum derivatives.

*The Mailing List*

Merle Norman Cosmetics of Cookeville, TN recently have updated some things at the store to contribute to the environment. Instead of sending out so many coupons, and newletters via paper mail, a new web site and email account specifically for Merle Norman Cosmetics and the Beauty Queens Boutique part of their store has been created to promote the store and list updates and specials instead of sending out so many paper coupons and updates!

Merle Norman Cosmetics

Merle Norman Cosmetics is a franchise owned system and calls the franchisees Studio Owners. Therefore, each store has its own personal owner. The Chairman of the Board and President of the corporation is Jack Nethercutt. Headquartered in Los Angeles, California Merle Norman develops, manufactures, and distributes its full line of cosmetics and skin care. The cosmetics are then sold, througout 2,000 independently owned studios operated in the U.S., Canada, and

Mexico.

~New Ideas~

We continue to upgrade our assortments to appeal to the trade down consumer. We were pleased with the performance of our Red Label collection that was reintroduced this fall through our in-house design team to 30 doors chain wide. Based on this success, we will reintroduce Red Label in a small way to all doors beginning this spring by integrating the collection within our existing assortment.
This initiative will allow us to broaden our customer base and elevate our offering with a selection of higher quality, more fashion forward offerings. At the same time, we remain focused on our core customer by delivering great value and we remain cognizant of our opening price points and their appeal to this consumer. Red Label’s price points remain affordable, about 20% above our regular pricing which also makes this collection attainable for existing customers.-

(Taken from the New York and Company Q3 2009 Earnings Call Transcript )

http://seekingalpha.com/article/174384-new-york-amp-company-inc-q3-2009-qtr-end-10-31-09-earnings-call-transcript?page=3

By introducing Red Label in more stores nation wide, NY&C will be able to hit a larger market as well as keeping the same core customer who can also afford this new label. I also think if the company had some sort of a celebrity, other than Carson Kressley it would promote the clothing more. Having a woman spokesperson promotes the look, feel, and wear of the clothes simply becuase they are wearing it, not a man. Also, by having a familiar face such as Heidi Klum's new ads for Ann Taylor, or any other brands New York and Company could better promote the clothing, accessories, and all other items simply by having a womans point of view.

Giving Back

New York and Company being a well known women's apparel company could give back to the environment in many ways. The coupons canb be turned into email only ring codes needed and if coupons must be used then the company should recycle each coupon and reuse instead of killing so many trees by all the coupons and newsletters sent out! Secondly NY&C could take donations from customers of their unwanted New York and Company clothing to be donated to charity, and/or thrift stores to sell for cheaper prices for underprivileged families. Third, the company can donate all damaged returned, and items not sold to be recycled and used again instead of clogging up our landfills even more. Production of cotton as well as other textile fibers puts a strain on our environment. When we recycle we are getting to reuse these textiles instead of hurting our environment. Only 15% of U.S. clothes are recycled and if New York and Company practiced this the company could give back to the environment and help change the earth little by little.

1 lb. of clothes donated = ~ 3.6 lb. CO2

~ 6,000 lb. water
~ 0.3 lb. fertilizer
~ 0.2 oz. pesticides

Save the TREES

New York and Company is very involved with community and philanthropic work. However, I believe there are some issues concerning our environment that the company has not been practicing over the years. Things such as coupons, paper statements, boxes and wrapping paper items are shipped in, and did I mention COUPONS!! Yes coupons are great and must be continued however, NY&C distributes so many coupons are newslettetters the paper being used is just so wasted. Coupons are sent in email, and if customers simply have email on their phone they can present the ring codes to the coupons at the register and the discount can be applied. However, I understand not all customers have that. When being registered I believe each customer should only pick one route of coupons being presented to them, email or paper mail. If more customers chose email NY&C would not have to send out so many paper coupons and kill so many trees!!! If paper coupons are a must, NY&C should have a recycle program that keeps the coupons presented and then recylces them back over to help promote a safer environment by saving the trees!