eidos
“ eidos exists to manifest a tangible expression and reflection of who we are. Through the use of stones, crystals and charms we translate, transform and balance our inner thoughts, feelings and vibrations.�
Jewelry can hold meaning like no other fashion item can. A personal item worn directly on the body. It can be a personal reflection or an outward statement. Body adornment has always been a part of human expression. In use along with crystals and stones, jewelry since ancient times it has enabled the wearers to express themselves non-verbally. Each stone has been given meaning and association from many cultures over time. Eidos creates this collection to apply these special properties into today’s world. Value to the customer is both intrinsic and extrinsic, allowing women to create a balance that harmonizes her own unique needs, feelings and wishes, while also being able to showcase style.
inspiration: Jewelry involving personalization has long been a favorite of customers. Variations have included bracelets, necklaces, and earrings all utilizing some form of engraving, charms or customization. Eidos takes this concept and elevates it by incorporating the power of crystals. Healing Crystals are generally found in necklace form which is why Eidos has chosen to be unique in our earring form.
Typical crystal jewelry is in necklace form and usually found on rope or natural chain and has a homemade vibe. This is why Eidos has chosen a new form to wear crystals, earrings, and will have a refined and polished look.
Charm jewelry is usually associated with bracelets. Charms generally signify an important moment such as graduation, birthday etc. Whereas Eidos’s charms signify a power or energy needed.
Charm earrings have yet to be fully explored. Customizable options are hard to find and offer only a few options. Eidos hopes to have a full range to ensure customization.
0.5 inch
0.5 inch 1.5 inch
eidos
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0.13 inch
0.13 inch 1 inch
nch 0.13 inch
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0.5 inch 0.13 inch 1 inch
0.5 inch 0.3 inch
0.13 inch
0.13 inch 0.5 inch
target market: DEMOGRAPHICS: -Millennial age 18-33 -Female -Average income of $39,700 -College educated or currently enrolled in school -Single
BEHAVIORISTIC:
PSYCOGRAPHICS:
-Up to date on fashion trends -Smart, creative, confident through social media -Free and adventurous -Goes shopping for fashion items on -Likes to keep busy and push life to weekends with her friends its limits -Impulse shopper -Loves traveling and meeting new -Lives in the moment and makes last interesting people minute decisions
Eidos chooses this customer for many reasons. Economically, she is in a time in her life when spending and purchasing power is at a high, making her a good financial choice. First jobs or new found college independence give her the opportunity to spend with out regret. The millennial woman is also at a time in her life when she needs support. Eidos is there to help develop her own unique style, bring balance and harmony to her mental state, and give spiritual reassurance. She will be an easy customer to reach through technology because most millennials are heavily dependent on their smart phones. There is a large enough population of female millenials to make this audience worth pursuing.
customer profile: LauraAge 22Student at RISDMajors in Graphic DesignDependent on parents for financing Checks her horoscope dailyLoves going to music concertsFavorite band is the Black Keys-
-Alishia -Age 29 -Lives in Boston -Works in advertising -Favorite store is Free People -Travels as often as possible -Most recent trip was to San-Fransisco -Practices yoga 3 times a week
competition:
Pandora signature is a charm bracelet. It comes in a variety of metals and leathers. Individual beads are purchased one at a time. Each bead usually is thought to be purchased to commemorate a special moment. Pandora’s describes itself as “inspiring women to express their individuality. All women have their individual stories to tell – a personal collection of special moments that makes them who they are. That is why we celebrate these moments. That is why we say these moments are unforgettable.” Eidos and Pandora share a similar idea of celebrating individuality, taking personal elements of a woman’s life to be represented as jewelry. Requiring others to take a closer look to see the details of her. Also the way charms are purchased individually to be place on a starter piece.
Alex and Ani creates signature stackable bracelets each with a single charm. They infuse each bracelet with positive energy and claim to reflect the unique qualities of the wearer. Pieces can carry sentimental meaning while others are talismans of protection, power, or intention. Alex and Ani also claims the customer to be the designer in they way they stack the bracelets and selections they make. Both Eidos an Alex & Ani believe in the spiritual side of jewelry. Adding another layer of depth to the piece. Symbols and their meanings are displayed on the similarly designed packaging cards as seen above. The combination of symbols stones and meanings brings a different energy to both these collections when worn.
SWoT:
S W o T
-Personalization and customizable products tap into millennials need for personal identification -In trend styles will attract fashion conscious customers who are willing to spend money to look stylish -Collectible and build able charms can create return customers looking to add to their collection continuously
-Growth into a wider product offering possible such as other charm assortments or hoop sizes -astrology -birthstones -Chance to become a continuous staple gift item.
-New to market with no brand recognition -Inexperienced manufacturing process may cause unexpected issues -Some people may be hesitant to believe in the power of stones and crystals and unwilling to wear the product
-The creation of cheaper lower quality knock off items is possible to hurt our market share. -Large competitors invading our niche market with a similar product possible. -Less than anticipated market response could result.
venue and expenses:
JAVITS CENTER, NEW YORK CITY SHOW DATES & HOURS: SUNDAY AUGUST 3, 9am – 6pm MONDAY AUGUST 4, 9am – 6pm TUESDAY AUGUST 5, 9am – 4pm Entry Deposit: $900 ACCOMMODATIONS: YOTEL New York ‐ $169 Total of 4 nights - $676 570 10th Ave. between 41st & 42nd St. TRAVEL: United Airlines- $371 round trip Savannah to New York City Saturday August 2 - Wednesday August 6 Meals : $220 Miscellaneous: $100 TOTAL COST: $ 2,267.00
“AccessoriesTheShow creates the world’s largest and most vibrant marketplace for juried accessories each and every season. Our mission is to provide designers and retailers with an inspiring and enjoyable place of networking. Designers are able to conduct business with their better customers and prospects from around the globe in a refined and elegant environment while giving retailers the opportunity to discover everything from the latest trends to updated classics.”
promotion: Media will be a vital part of the promotion plan because Millennials depend heavily on technology. A Facebook fan page will be created along with Facebook side advertisements. An Instagram account with daily updates, inspiration, and behind-the-scenes posts will also appeal to tech savvy customers and add to the brand aesthetic.
Promotions by popular fashion bloggers will be very influential and cost effective. Samples will be given away to the selected bloggers in exchange that they will post wearing the earrings. One giveaway reaches all of their followers.
Carolina Engman runs a personal style blog titled, “Fashion Squad.” She is New York City based. According to her Instgram she has a following of 184 thousand. An outreach by her would reach much of the target market easily and effectively.
Jennifer Grace is the “Native Fox.” She is a California based personal style blogger with over 11 thousand twitter followers. She has a boho style that would work well with the aesthetic of eidos. She also wears jewelry similar in style of crystals already, as shown.
SPECIFICATION: Fall 2014 Collection
0.5 inch
Style Number Description
121212
0.13 inch
Size Diameter of hoop Ear threader Diameter of beads Materials
0.5 inch 1.5 inch Description
Sterling Silver Signature Hoop Medium 1.5 inch 0.5 inch 5mm
0.3 inch
0.13 inch 20 gague sterling silver wire 16 gague sterling silver wire 5mm sterling silver beads 0.3 inch Sterling silver threaded clousure hoop earring with spacer beads.
0.13 inch
1.5 inch
0.13 inch
0.5 inch
1.5 inch
0.3 inch
121213
Style Number Description
Amythest and Sterling Dangle Charm One size 1 inch 0.13 inch 0.5 inch
Size Length of chain Jump ring diameter Length of round end pin
0.13 inch 1 inch
Materials
0.13 inch
0.5 inch 1 inch
Description
0.13 inch
0.13 inch
22 gague sterling silver wire 24 gague sterling silver wire Amethyst medium natural chip bead Sterling silver chain topped with a jump ring. bottom attached amethyst chip on round nose pin with loop.
0.13 inch
0.5 inch
1 inch 0.13 inch0.13 inch Style Number Description
0.5 inch 0.5 inch
121214
Hasma Sterling Charm One size 0.13 inch 0.5 inch
Size Jump ring diameter Length of charm
0.13 inch Materials
0.5 inch
Description
0.5 inch
22 gague sterling silver wire Sterling silver cast metal Mold Sterling silver jump ring attached to a charm in the shape of a hasma
eidos
Season: Group:
Fall 2014 Eidos Classics
COST:
Style Number Description
Fall 2014 Collection 0.5 inch
121212
0.13 inch
MATERIALS Amount 20 gague silver wire 0.5 inches 16 gage silver wire 4.24 inches 0.3 inch Silver beads 14 TOTAL COST OF MATERIALS
Sterling Silver Signature Hoop Cost $0.20/inch $0.39/inch $0.13/inch
Total Cost
0.13 inch
0.5 inch 1.5 inch
LABOR Techinician Polisher TOTAL LABOR COST
1.5 inch
0.13 inch
0.5 inch
1.5 inch
Shipping Expenses Total Cost of Goods MU% WHOLESALE PRICE MU% RETAIL PRICE
0.13 inch
0.5 inch 1 inch
0.13 inch
0.13 inch
0.13 inch
0.5 inch
1 inch 0.13 inch0.13 inch
0.13 inch 0.5 inch
0.5 inch
$0.90 $10.52 50% $15.78 60% (per one earring) $25.25
0.3 inch
Style Number Description
121213
Amythest and Sterling Dangle Charm Cost $0.20/inch $0.13/inch $0.13/unit
Total Cost
$0.08 $0.25 $0.13 $0.46
LABOR Techinician TOTAL LABOR COST
$4.00 $4.00
PACKAGING Hang Tag Metal Twist TOTAL PACKAGING COST
$0.05 $0.01 $0.06
Shipping Expenses Total Cost of Goods MU% WHOLESALE PRICE MU% RETAIL PRICE
$0.90 $5.42 50% $8.13 60% $13.01
Style Number Description
0.5 inch 0.5 inch
$0.05 $0.05
0.13 inch
MATERIALS Amount 20 gague silver wire 0.40 inches 22 gage silver wire 1.95 inches Amythest beads 1 TOTAL COST OF MATERIALS
0.13 inch 1 inch
$4.00 $2.00 $6.00
0.3 inch
PACKAGING Hang Tag TOTAL PACKAGING COST
$0.10 $1.65 $1.82 $3.57
MATERIALS Amount 20 gague silver wire 0.40 inches Silver Casting 0.02 oz TOTAL COST OF MATERIALS
121214
Hasma Sterling Charm Cost $0.20/inch $19.08/oz
Total Cost
$0.08 $0.57 $0.65
LABOR Techinician Caster Polisher TOTAL LABOR COST
$2.00 $1.00 $2.00 $5.00
PACKAGING Hang Tag Metal Twist TOTAL PACKAGING COST
$0.05 $0.01 $0.06
Shipping Expenses Total Cost of Goods MU% WHOLESALE PRICE MU% RETAIL PRICE
$0.09 $5.80 50% $8.70 60% $13.92
eidos Alyssa Buettner Product Development Savannah College of Art and Design