“Best Practice Profile”: Three Ladies & A Mall

The Behaviors and Brands that Build Relationships

[Team #2: Kathy Cabrera, Tim Chong, Hillary Haenes, Kristy Phillips, Lorena Rogel, and Alex Zuniga]

Scene 1

Shopping Spree:

a.)Stephanie Summers will be accompanied by her two best friends, Stella and Scarlett, who will travel with Stephanie for her birthday shopping spree at South Coast Plaza in Costa Mesa. The girls are dressed in different color Juicy Couture velour sweat suits and UGG boots for a relaxing day. Because the girls do not have an ounce of make-up on, Stephanie hides behind her oversized Dior sunglasses, Stella behind her gold Gucci frames, and Scarlett behind her black Ray Ban Wayfares. Since the girls are on a time crunch, they are only going shopping for outfits for that evening’s events. The girls will also shop with Stephanie’s good friend, Lexi, who lives in Irvine. Lexi attends UC Irvine and will meet the girls at the swanky mall for a luxurious day of pampering at a spa and shopping.

b.)Stephanie, Stella, and Scarlett will be transported about an hour away in a Hummer limousine. The limo has a flat screen TV, which the girls have turned to E News to watch what their famous Hollywood friends are up to. They have Stephanie’s iPod Touch plugged into the iHome docking station and are listening to their favorite music artists: Britney Spears, Lady Gaga, Justin Timberlake, Beyoncé, and Jay-Z. On the way to South Coast, they stop at Starbucks for three venti skinny vanilla lattes and low-fat blueberry muffins for breakfast. The limo has also provided three one-liter bottles of Evian water in case the girls get thirsty.

c.)Stephanie and her posse will go all over the mall until they find their perfect outfits and accessories for Stephanie’s birthday party that evening. Stephanie and her friends first look for dresses so they visit Intermix, Nordstrom, Christian Dior, and Dolce & Gabbana. Then they go shoe shopping at Christian Louboutin. Stephanie wants to find a new perfume for tonight so she goes directly to the perfume counter at Bloomingdale’s. Next, Stephanie wants a new Chanel purse, and knows exactly which one she “needs.” Lastly, Stephanie and her friends want jewels, so her friends look at Cartier and Chanel, while Stephanie has jewelry waiting for her to pick up from Tiffany & Co. that is on a loan for the evening.

d.)Items that the girls will browse, select, try on, and buy are dresses and accessories for the big night. First, Stephanie and her girls go to Intermix and try on a few dresses each, but do not like any of them. Then they head to Nordstrom, which has a huge dress selection. They each try on ten dresses, and her three friends get their dresses from here, but Stephanie hates how hers fit. Stephanie remembers a dress she has had her eye on for awhile, so she heads over to one of her favorite stores in search of her perfect dress, which ends up being a leopard strapless dress from Dolce & Gabbana that costs $995. Next, the girls go to Christian Louboutin to purchase heels because they think they are the most comfortable and stylish shoes on the planet. Stephanie finds the perfect pair of black sequin stilettos for $975 that will compliment her leopard dress. An hour later, Stephanie decides she cannot live without a new perfume. She decides to go straight to the Bloomingdale’s perfume counter and smell various scents. She tries Marc Jacobs’ Lola, Dolce & Gabbana’s The One, Juicy Couture’s Viva la Juicy, Calvin Klein’s Obsession, and lastly Michael Kors’ Very Hollywood. Stephanie fell in love with the pink, old Hollywood glamour perfume bottle and scent of the Michael Kors perfume, so she bought it for $95. The next accessory to complete the birthday girl’s look is the Chanel black caviar classic purse with gold accents that she has been craving for awhile, which costs her $2,299. Finally, Stephanie knows people at Tiffany & Co. extremely well, so they let her take a jewelry collection out on loan for her birthday extravaganza. She chose a $5,400 pair of jazz graduated diamond drop earrings, a $32,000 platinum jazz necklace, and a $16,000 jazz bracelet, so that she stands out among her friends at her birthday celebration.

e.)Other services and amenities that Stephanie and her friends will partake in at the mall is a full-service spa day before they begin their shopping spree. They head to Aveda for massages, facials, manicures, pedicures, hair, and make-up. Stephanie charges her purchase for her three friends and her on Daddy’s American Express Black Card. At the spa, they are served fresh fruit and Dom Perignon champagne. After the relaxing Aveda spa, they worked up their appetite and decide to get their favorite food: sushi. They eat at Hamamori Restaurant Sushi Bar for $80. When lunch is over, Stephanie insists on going to Hermés to buy her chihuahua Ginger a new $350 hot pink silk scarf.

f.)Stephanie and her friends will meet up at the mall with their friend Lexi, who lives in Orange County. The girls are also familiar with the staff at their favorite stores. Stephanie is good friends with the managers at Tiffany & Co. and they let her take a jewelry collection out on loan for her birthday bash.

g.)Stephanie spends quite a lot of money on her birthday shopping spree. Her total on her Daddy’s American ExpressBlack Card is $7,298, and the total of her jewelry loan at Tiffany & Co. is $53,400. Otherwise, her total with everything she took home with her would be $60,698.

Scene 2

Showing the Goods:

a.)The types of places and activities that the girls frequent to enjoy their purchased merchandise/services are social gatherings. They are chauffeured back to West Hollywood and get ready for Stephanie’s birthday dinner and party. Lexi goes with the girls and will stay the weekend at Stephanie’s house. That evening, Stephanie’s family has an intimate private dinner at Eva Longoria’s Restaurant Beso in Hollywood with ten of Stephanie’s closest family members and friends. Then, after dinner, they drive to the Chateau Marmont to party and mingle with Stephanie’s famous celebrity friends.

b.)Stella, Scarlett, and Lexi attend Stephanie’s dinner, along with Stephanie’s parents, Stephanie’s aunt and uncle, and two of her closest guy friends. Then half of Hollywood (Rachel Zoe, Eva Longoria, Tori Spelling, Kim Kardashian, Mario Lopez, Brody Jenner, and many more) party at the famous hotel on Sunset Blvd.

c.)The types of conversations related to the purchases that take place are how hot and sexy Stephanie looks that night in her Dolce & Gabbana dress and six-inch Christian Louboutin black sequin heels. Everyone absolutely loves how she is dripping in diamonds that she has out on loan from Tiffany & Co. At the end of the evening, Stephanie’s dad tells her how much he loves his only child and surprises her with the Tiffany & Co. earrings.

d.)Stephanie’s birthday party changed by the items she purchased because she stood out among her friends. She was confident, flirted with her crushes, and danced the night away. Stephanie and her friends were in high spirits because they were relaxed from their pampered day at the Aveda spa, and their extravagant day of shopping. The girls all found amazing outfits and were happy to celebrate their best friend’s birthday.