eidos
INSPIRATION
TARGET MARKET
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SPECIFICATIONS
PROMOTION
COMPETITION
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“ 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.�
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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.
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INSPIRATION Jewelry involving personalization has long been a favorite of customers. Variations have included bracelets, necklaces, and earrings most utilizing some form of engraving or charms. 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.
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TARGET MARKET
DEMOGRAPHIC:
BEHAVIORISTIC:
PSYCOGRAPHIC:
-Millennial age 18-33 -Female -Average income of $50,000 -College educated or currently enrolled in school -Single
-Up to date on fashion trends through social media -Goes shopping for fashion items on weekends with her friends -Impulse shopper -Lives in the moment and makes last minute decisions
-Smart, creative, confident -Free and adventurous -Likes to keep busy and push life to its limits -Loves traveling and meeting new interesting people
Eidos chooses to target a female Millenial customer. Reasoning involves ecomomic, pychological, and demographic factors. Economically, at this point in her life, spending and purchasing power are at a high. Most Millenials do not yet have families or own a house, leaving ample dispoable income and opportunity to spend with out regret. The average income in the United States for a individual between the ages of 25-34 with a bachelors degree in 2012 was $46,900. Unable to comfortablly afford luxury jewelry, Millenials are drawn to the mid range jewelry market. Millennials have an informed, culturally inclusive worldview. It has been shown that 71% of millennials appreciate the influence of other cultures. Millennials also seek self expression. 38% have one or more tattoos and 23% have one or more body piercings. She will be an easy customer to reach through technology because Millennials were the first cohort to have acsess to the internet during their formative years. This continues to play an important role in thier communication, spending, and daily activites. There is a large enough population of female Millenials to make this audience worth pursuing. As of 2013, Millenials were the largest generation in the United States at 77 million, representing 24% of the total population. Studys point to an increasing desire on their part to live in urban environments, doing away with the suburban picket-fence mythology. The top markets by concentration of Millennials are primarily in the Western side of the country. The top markets by concentration of Millennials are Austin, Salt Lake City, San Diego, Los Angeles, Denver, Washington, Houston, Las Vegas, San Francisco, Dallas-Ft. Worth. 10
LauraAge 22Student at RISDMajors in Graphic DesignDependent on parents for financingChecks 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 11
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.
COMPETITION 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.
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PRICE
PRODUCT RANGE
There is ample opportunity for eidos to enter the market place selling middle range fashion jewlery. The unique array of curated merchandise tailored to the customer at an accsessible price will be unmatched by the competition who are pushed to far off the chart in any given direction.
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W S -Personalization and customizable
-New to market with no brand
products tap into millennials need for
recognition
personal identification
-Inexperienced manufacturing process
-In trend styles will attract fashion
may cause unexpected issues
conscious customers who are willing to
-Some people may be hesitant to believe
spend money to look stylish
in the power of stones and crystals and
-Collectible and build able charms can
unwilling to wear the product
create return customers continuously looking to add to their collection
-Growth into a wider product offering
-Creation of cheaper lower quality knock off
possible such as other charm assortments
items is possible to hurt market share
or hoop sizes in the future such as:
-Large competitors invading our niche
-astrology
market with a similar product possible
-birthstones
-Less than anticipated market response could
-Chance to become a continuous staple
result
gift item for a variety of occasions
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PROMOTION: Placements by popular fashion bloggers will be very influential and cost effective. A sample created with charms fitting thier own stye will be given away to the selected bloggers in exchange that they will post wearing the earrings. One giveaway will reach each of their followers averaging around 300,000 each. Also a social media presence will be created focusing on instagram with the hashtag #eidosessence.
Rumi Neely’s lifestyle blog “fashiontoast” is amung the most popular blogs around. Her style is highly influential to
many
fashionistas
and
admirers alike. She has one of the largets fan bases and her support would be invaluable to eidos.
Carolina Engman runs a
Jennifer Grace is the “Native
personal style blog titled,
Fox.” She is a California based
“Fashion Squad.” She is New
personal style blogger with over
York City based. According
11 thousand twitter followers.
to her Instgram she has a
She has a boho style that would
following of 184 thousand. An
work well with the aesthetic of
outreach by her would reach
eidos. She also wears jewelry
much of the target market
similar in style of crystals
easily and effectively.
already, as shown. 15
SPECIFICATION:
Style Number
121212
Description
Sterling Silver Signature Hoop
Size
Medium
Diameter of Hoops Ear Threader Diameter of Beads
1.5 Inch 0.5 Inch 55 mm
Materials:
20 gauge sterling silver wire 16 gauge sterling silver wire 5mm sterling silver beads
Description
Sterling silver threaded clousure hoop earing with 14 spacer beads
Style Number
121213
Description
Crystal and Sterling Drop Charm
Size
One Size
Length of Chain Diameter of Jump Ring Length of round nose pin
1 Inch 0.13 Inch 0.5 inch
Materials:
22 gauge sterling silver wire 24 gauge sterling silver wire Medium natural chip crystal bead
Description
Sterling chain topped with a jump ring. Bottom attached crystal chip on round nose pin with loop.
Style Number
121214
Description
Hasma Sterling Silver Charm
Size
One Size
Jump ring diameter Length of Charm
0.13 Inch 0.5 Inch
Materials:
22 gauge sterling silver wire Sterling silver cast metal Mold
Description
Sterling silver jump ring attached to a hasma charm 16
COST:
Style Number Materials: 20 gauge silver wire 16 gauge silver wire Silver bead TOTAL MATERIALS Techinician Polisher TOTAL LABOR Hang Tag TOTAL PACKAGING Shipping TOTAL COG WHOLESALE RETAIL (1) RETAIL SET (2)
Amount: 0.5 Inch 4.24 inches 14 $4.00 $2.00 $6.00 $0.05 $0.05 $0.90
Style Number
Materials: 20 gauge silver wire 22 gauge silver wire Crystal chip bead
121212 Cost: $0.20/Inch $0.39/Inch $0.13
121213 Amount: 0.40 Inch 1.95 Inch 1
Cost: $0.20/Inch $0.13/Inch
Total: $0.08 $0.25
$0.13/unit
$0.13
TOTAL MATERIALS Techinician TOTAL LABOR Hang Tag Metal twist TOTAL PACKAGING Shipping TOTAL COG
$0.46 $4.00 $4.00 $0.05
$0.05 $0.01 $0.06 $0.06 $5.42
$0.05 $0.90
WHOLESALE RETAIL
$8.13 $20.00
Style Number Materials: 20 gauge wire Silver casting metal
Total: $0.10 $1.65 $1.82 $3.57 $4.00 $2.00 $6.00 $0.05 $6.05 $0.90 $10.52 $15.78 $25.25 $50.00
121214 Amount: 0.40 Inch 0.02 oz
TOTAL MATERIALS Techinician Caster Polisher TOTAL LABOR
Cost: $0.20/Inch $19.08/oz
Total: $0.08 $0.57 $0.65 $2.00 $1.00 $2.00 $5.00
Hang Tag Metal twist TOTAL PACKAGING Shipping TOTAL COG
$0.05 $0.05 $0.90 $10.52
$0.05 $0.01 $0.06 $0.06 $5.80
WHOLESALE 17 RETAIL
$15.78 $25.25
$8.70 $20.00
eidos Alyssa Buettner | Product Development | Savannah College of Art and Design