Product Development by alejandra

Alejandra Crespo Rendon PRIVATE LABEL PRODUCT DEVELOPMENT

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COMPANY PROFILE

CUSTOMER PROFILE

MARKET RESEARCH

SALES VENUES

COLATERAL MATERIAL

PRODUCT DETAILS

C O M P A N Y

P R O F I L E

“

I AM A FASHION DESIGNER. I’M NOT AN ENVIRONMENTALIST. WHEN I GET UP IN THE MORNING, NUMBER ONE I’M A MOTHER AND A WIFE, AND NUMBER TWO I DESIGN CLOTHES. SO THE MAIN THING I NEED TO DO IS CREATE, HOPEFULLY, EXQUISITELY BEAUTIFUL, DESIRABLE OBJECTS FOR MY CUSTOMER.

” Stella MacCartney

P R O D U C T W O M E N

M E N READY TO WEAR S H O E S BAGS & ACCESSORIES

READY TO WEAR B A G S S H O E S ACCESSORIES

C A T E G O R I E S A D I D A S

K I D S GIRLS BOYS

BABY

YOGA R U N N I N G SPORTS WINTER SPORTS FOOTWEAR

I D E N T I T Y

CUSTOMER

OF ILE

DEMOGRAPHIC Gender: Age:

25-45 YEARS

Location:

Mainly US and UK

Income:

high income level

Living Area: in or close to

Metropolitan areas

Status:

Su c c e ssf u l p rofe ssiona l

Shopping Behavior:

spends extra money i n h i g h - q u a l i t y, e n v ir o n m e n tal ly conscious products

Features: Sophisticated, Modern, Responsible Style: feminine, classy, comfortable, modern Brand Loyalty: very loyal due to values and quality

THINKER Name: ELOISE CADWELL Age: 31 Marital Status: Married Occupation: Architect Salary: $90,000 + husband's salary

Eloise graduate from Cornell University majoring in Architecture. Married to Andrew Caldwell after graduating, A powerful business man. She works from her house, while taking care of her daughter Isabella. She just find out she is expecting a new baby. Eloise has a balance life between work, family and friends. Eloise is fashion forward, she also enjoys dressing up her and her daughter.

INNOVATOR Name:

VIVIENNE Age: 28

Marital Status: Married Occupation: Director of HKS Design Firm Salary: $450,000

Vivienne is a 28 years old that just got married and she is expecting her first baby. She study Environmental Interior Design in Milan where she met her husband an Engineering. Enjoys working hand by hand with her husband and appreciates the challenges in her work environment. Always willing to take risks, and looking to stay on top of fashion trends. She never buys without doing research first, looking for what is practical and environmentally friendly.

M A R K E T

R E S E A R C H

2017 EXPENDITURE ON BABIES IS PRESUMED TO REACH

2013 EXPENDITURE ON BABIES IN THE US WAS

$66'800,000,000 BY

$23'000,000,000

ONE FAMILY COULD SPEND

$15,000-$12,000 IN THE BABIES FIRST YEAR ALONE

CUSTOMER BEHAVIOR Having a child is a major life changer event and our customer would rethink its priorities

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LESS PRICE SENSITIVE, THEY ARE USUALLY TIRED AND THEY WANT PRODUCTS THAT MAKE THEIR LIFE EASIER

BUYS A LOT OF NEW PRODUCTS AND NEW BRANDS FOR THE FIRST TIME

PREFERS BUYING EVERYTHING IN ONE PLACE, CONVENIENCE OVER ANYTHING ELSE IS THE REASON SHE LOVE'S ONLINE SHOPPING HAVING A BABY CREATES NEW HABITS BECAUSE OF THAT SHE QUICKLY GET INGRAINED, AND WILL REMAIN LOYAL VALUABLE CUSTOMERS FOR YEARS TO COME

COMPETITORS

S A L E S

V E N U E S

BRICK & MORTAR

U N I TED STAT ES

EUROPE

ASIA

B a l Harbour, F L

Pa ri s , F ranc e

Tsim Sha Tsui, Hong Kong

New York, NY

Milano, Italy

Dallas,

Roma, Italy

La s Vegas, NV

Barcelona, Spain

West Hollywood, CA

Madrid, Spain

Las Vegas, NV

London, UK Moskva, Russia

CLICKS & MORTAR

THE POTENTIAL OF ONLINE SALES HAS BEEN DRASTICALLY INCREASING IN THE PAST YEARS, ESPECIALLY FOR OUR TARGET CUSTOMERS SINCE CONVENIENCE IS A PRIORITY

P R O D U C T S PECIFICS

THE DESIGN

COS T S HE E T

FABRICS

FAI R T R AD E O R GAN I C C AN VAS

PINAT E X V E GA N L E AT HER

R ECYC L E P O LY L I N I N G

MANUFACTURER NEPAL WTFO CERTIFIED ETHICAL MANUFACTURING OF HIGH QUALITY GARMENTS

MISSION PROFITABILITY: recognizes importance of making profits

the

SOCIAL CHANGE: committed to improving the quality of life of our employees and our local and global communities ENVIRONMENTAL RESPONSIBILITY: committed to sourcing sustainable materials and protecting local communities' environments

C O LLATERAL MATERIALS

BROCHURE

CUSTOMER

STANDARDS

is less price sensitive, she is usually tired 1 Mommy and want products that

Vegan Leather, PINATEX. a 1luxury vegan leather option made with pineapple

THE MOMMY

ORGANIC

make her life easier.

Mommy buys a lot of new products and brands for the first time.

Mommy prefers buying everything in one place, she values convenience over anything else. That is the reason she love online shopping.

is an experiential 4 Mommy customer and that leads to her becoming a loyal customer.

2 Organic trade MARKET RESEARCH

Cotton Canvas, fair

made 3 Lining, material

from recycled

PURNAA THE IDEAL CUSTOMER OF THE BABY DIAPER BAG CONSIDER PRACTICALLITY THE DECISIVE DRIVER IN SHOPPING. AS A RESULT THE BAG WOULD PROVIDE A PRACTICALL DESIGN AS WELL AS A PRACTICAL SALE VENUES FROM ONLINE TO STORE WHERE SHOPPING EXPERIENCE FOR THE THE MOM AND KIDS CAN BE DONE AT THE SAME TIME.

SUPPLIER

Ethical manufacturing of high quality products in Nepal. Member of World Fair Trade Organization.