UNIF Skate

Abbey Wiggam.Celeste Miller.Rachel Zeserman.Brandon Hessinger

Company Overview Starting in 2010, designers Eric Espinoza and Christine Lai set out to create a brand that was both of their unique perspectives. Tired of the rules of the fashion industry, they kept their company true to their alternative, artistic and playful aesthetic. Keeping with the honest theme, their designs feature sarcastic phrases and child-like patterns.

UNIF celebrates unconventional beauty standards that show appreciation for the natural, goofy, and at times wacky style. Never boring, never shy, and always something to watch.

Consumer Facts

Demographics

Psychographics

●

16-25 years old

●

Upper middle class

themselves too

●

Artist, student

seriously

●

Mostly female, but

●

●

●

Does not take fashion or

Appreciation of vintage

with some

style (specifically 70s-

menswear appeal

2000s)

Urban lifestyle,

●

California-Los

Angeles

Values style over comfort or practicality

●

Revels in attention

●

Happy, confident, fun-

loving, provocative

5 P’s ^ PRODUCT ^

^ PRICE ^

• Price reflects the quality

• Skate accessories that can be worn at the skatepark and as a daily accessory • Each product has the

of current UNIF products • Price reflects the cost of

current skate wear brands

custom UNIF logo since it is a mix of skate and classic UNIF • Each product comes in a red and a rainbow colorway

• “It might not be cheap, but we don’t mass produce,

so it’s special”

< PLACE > ^ PROMOTION ^

• Select brand ambassadors will receive

press kits and photograph the products

• Located in LA, the heart of California • Launch party will be hosted at the

before the release

new public UNIF Skate Park in LA • Exclusive invite-only party for promoters followed by a public launch party • UNIF website will feature the new collection on the homepage • UNIF will post on social media as well as create a new Instagram @WeWearUnifSkate

• Most promotion will be digitally

through social media, but Wild Postings will be put up in major cities

< PEOPLE >

^ Ambassador Profile ^ Sydney Ramowski

Brand Ambassadors Invitation List: 1. ~ Sydney Ramowski

6.~ Vủ Thiên

(sydn4sty)

(vuthien239)

2.~ Natalie Westling

7.~ Bianca Lexis

• makeup and style guru

• Has previously shot for UNIF

(nataliewestling)

(hot92.3)

• Youtube and Instagram

• 96,000 followers on Instagram and

3.~ Chad Powers

8.~ Kiko Mizuhura

most fit the ideal UNIF customer

(chadpowers_ceo)

(i_am_kiko)

influencer

• LA local model

• -Living in LA, always ready to attend

4.~ Leeanna Guvmanian 9.~ Rita Sarpong

an event to be the face of our

(guvmanian)

(Darkandafro)

company

5.~ Salem Mitchell

10.~ Kane Caples

(salemmitchel)

(Kanethemenace)

SWOT Strengths

new product design for brand, new idea/trend that isn’t being capitalized by other companies, promotion event will foster more popularity and attention, online store with heavy social media presence gives big opportunity for growth in market, fashionable reputation, high quality

Weaknesses

not as reputable as other brands in skate industry, higher price range, no physical location (customers can’t check out the products first hand)

Opportunities

more interactive social media with opportunity to host more live events and more video content to engage followers, there’s a need for more fashionable gear, fashionable (more) affordable skate gear for your amateur skater, no fashion market for the non-skater who likes skate style

Threats

other skate brands are starting to get more in the loop with fashion & street style trends, safety regulations make accessories inherently bulky and ugly to an extent, safety gear is commonly disregarded or seen as “uncool”

Products will be featured on the Whatâ&#x20AC;&#x2122;s New page and will show the other

colorway when hovered over

UNIF Skatepark Los Angeles, CA

introducing ~ UNIF skate ~ We are beyond excited to invite you to be a part of UNIF Skate. This collection is a ~dream come true~ thatâ&#x20AC;&#x2122;s been an idea for too long, but now it is real and here with you! UNIF Skate is skatewear, but we want anyone to wear it any time. ~U donâ&#x20AC;&#x2122;t have to skate to be a UNIF Sk8r~ In this special influencer box, you will find â&#x2DC;&#x2026; Collateral Damage Helmet â&#x2DC;&#x2026; Screech and Scratch Knee and Elbow Pads â&#x2DC;&#x2026; Launch Party Invitation â&#x2DC;&#x2026; XXXclusive Pre-Party Name Tag Enjoy your new products as you please, but hereâ&#x20AC;&#x2122;s some promotional information to follow: â&#x2DC;&#x2026; Post an unboxing video on your Instagram Story (and anywhere else u want) â&#x2DC;&#x2026; Take pics!! U can be skating, but if u donâ&#x20AC;&#x2122;t skate, no need to fake it. UNIF Skate is for skate and for style. Send your pics to skate@unif.com â&#x2DC;&#x2026; In one week, post a double photo set with your product shot followed by the launch party invitation and invite your LA-area followers to meet you there â&#x2DC;&#x2026; Post at least 2 more times on your story about the party â&#x2DC;&#x2026; Post on your story from the pre-party and party â&#x2DC;&#x2026; Make sure to take pics with people, but our #1 party goal is for you to have fun and play around with UNIF Skate â&#x2DC;&#x2026; Post at least 1 photo on Instagram from the party and 1 more product shot â&#x2DC;&#x2026; (In total, u should have at least 3 Instagram posts about UNIF Skate and at least 5 Instagram story posts with @UNIF tagged) This party is gonna be a blaaaast. The invitation for the party says it starts at 10PM, but the pre-party for product testing and influencers starts at 8PM. Write ur name, Instagram @, and whatever else u want onto your nametag, but make sure u have it because thatâ&#x20AC;&#x2122;s your ticket into the pre-party! We canâ&#x20AC;&#x2122;t wait to hear ur thoughts and see ur pics in the new UNIF Skate!! đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;đ&#x;¤&#x2014;

Press Kits Products sent to influencers before the collection launches Product Press Kit: tinsel, invitation, name tag to use as ticket, instructions on how to post Invitation Mailer: invitation, name tag to use as ticket, instructions, discount code inside

PARTY DETAILS Located at the new UNIF Skate Park PRE-PARTY  Invitation only for influencers  Influencers will take photos with each other + UNIF will get more product shots for the website/social media LAUNCH PARTY  Booths with product for people to try out and purchase  Food trucks: Tacos Tamix, Kogi, Urban Oven, Road Soda, WAFL, Kona Ice truck  DJs will play 1990s/2000s throwbacks  Silly string and confetti bombs  Photo booth  Party will be livestreamed on Instagram DECOR  LED light strips around the skate park  Big screen to project skate videos

Social Media @wewearunifskate

Wild Postings Locations: Los Angeles, San Francisco, Manhattan, Brooklyn, D.C.

Two color options, each put up 2 weeks before the product launch

Lookbook â&#x2014;?

â&#x2014;?

sent to editors and stylists, influencers, etc. also sent as party favor in press kits