Moon Bags A Concept by: Emilie Sobel, Jessie Kunkel, Ashley Hoffer, & Andrea McCarrel
PG 1
......................................................................................................................................................................................INTRODUTION
PG 2-6
................................................................................................................................................................CUSTOMER EXPOSITION
PG 7-1 2
..................................................................................................................................INDUSTRY AND MARKET RESEARCH
PG 13
.....................................................................................................................................................................................CONCLUSION
PRODUCT SUMMARY
The Moon Bag comes from the need for hands-free bags during concerts, festivals, and traveling. The bag converts from a fanny pack into four different bags, leaving consumers with a both trendy and practical bag option. The term “Moon Bag” comes from the South African term for “Fanny Pack”. This idea accentuates the world-traveler element of the product. It also paints an image for the consumer. The logo opportunities associated with the term “Moon Bag” can assist even further to attract the target market. This all around fanny pack is ideal for the young girl who is active and loves fashion. This pack is successful because it’s something that hasn’t been done before. Now, our customer can easily go from one activity to another. If she is at a music festival, the fanny pack is hands free and ideal for moving and dancing. However, when that festival is over, she can go out to a club with her girl friends, an after party or even to dinner. She now has the option of turning her not so trendy fanny pack into a cute evening clutch or comfortable tote bag. If our customer happens to be in a sorority, she can customize our product with initials, monograms or even sorority logos. If our customer has an edgy side and loves studded accessories, she can choose between pyramid or square studs and place them where she feels look best on our product. Because our product is so relatable and is useful for any kind of young women, it will sell successfully. There is a high demand for that one of a kind product that caters to all outfits. Take your bag from day to night, as a messenger bag for class to a clutch for that special date you have as soon as you are out. Our product will be sold online, where our girl can choose the color, fabric or material as well as embellishments like studs, as mentioned before, prints and stitching that add special details. With all of the options we offer in order to make our product as personal as possible, young girls will be able to take this bag anywhere without feeling tacky or unoriginal. No matter who buys this pack, she will have her own personal and creative design. Our product is the bag we’ve all been waiting for. Finally, instead of spending money on nice leather bags for class and cute and fun sized clutches for our nights out, we have our favorite style all in one. This product is for the fun, free-spirited and creative girl. We are catering to the 17-25 year old college girl who loves life and fashion and just wants to have fun all while looking her best.
The Moon Bag is an innovative and contemporary elaboration developed from the fanny pack that was wildly popular in the 1980’s. The bag collection consists of four different fanny pack type variations including a clutch/fanny pack, a messenger bag/fanny pack, a purse/ fanny pack, and a tote/fanny pack. We chose to make this product because we believe it will reach a broad and expansive customer base ranging from festival patrons, world explorers, and on –trend sorority fashionistas. Our product, an essential resource of expediency and versatility will be made of many fabrics and embellishments. and sold exclusively at Urban Outfitters, as well as on our own website with a “create your own” customized element. The Moon Bag is soon to become a nifty chic and innovative addition to the accessory world.
INSPIRATION
Fashion forward, festival-going, eco-friendly traveler
OVERVIEW MOONBAGS COMPANY
Mission: Moonbags cares to empower young women to embrace their personal style through bags as versatile and ever-changing as her lifestyle. Vision: With our product, we hope to introduce a new world of creativity. Artistic values are a huge part of our product, which is why we cater to the young woman in college. With a younger generation of girls who love personal style, their freedom to express who they are through our product will inspire the common onlooker, next door neighbor or new friend. Values: In everything we do, we strive for customer satisfaction. We want to always inspire and help create a new way of designing and thinking for the every day free spirited young woman.
MOONBAGS CUSTOMER
With a more edgy, laid-back style, this customer shops effortlessly, putting together outfits with funky jewelry and accessories. She tends to shop at places like Anthropologie and local vintage boutiques in the small neighborhoods of San Diego. Because she is a recent college graduate, she is not able to spend a large majority of her budget on clothing and accessories, but she loves to shop on the weekends, buying items that she finds meaningful and unique. Either shopping with friends or by herself, she tends to buy a few pieces at a time, adding trendy and free-spirited items to her wardrobe.
SAN DIEGO Name: Alex Age: 22 Job: Photographer/Recent College Graduate Income: $45,000 Education Level: College
Competitive Stores or Brands:
Anthropologie, Free People, Intermix, local vintage boutiques in small downtown San Diego neighborhoods including Junc, Chillers Showroom, and Cecila Boutique
Fashion Cycle Emphasis:
Rise (Innovation Stage) Being a fashion forward, trendy, and active consumer, she is considered a fashion leader, taking control of her own fashion trends, wearing what is innovative and fun to her.
BOULDER, CO Name: Emma Age: 24
Job: Graphic Designer Income: $65,000 Education Level: College This customer has a much edgier style, inspired by the outdoors, comfort, and vintage clothing and accessories. Still interested in fashion, she loves to shop at local shops, boutiques, and consignment stores in the downtown neighborhoods of Boulder. She tends to mix trendy with vintage, wearing antique jewelry and accessories. Still on a budget, this customer is pretty frugal about her purchases. However, she is willing to spend the money on the unique pieces she loves. She tends to shop leisurely with friends and family and can compulsively buy when she discovers a funky, one-of-a-kind item.
Competitive Stores or Brands:
American Apparel, Free People, Patagonia, Volcom, and vintage stores and boutiques in Boulder like Chelsea, Lilli, and Todd Reed
Fashion Cycle Emphasis:
Introduction (Innovation Stage). Unfazed by department store trends or the new, hottest items, this customer is a true innovator, creating her own personal style despite current trends or popular designers.
CHICAGO, IL
Name: Madison Age: 19 Job: Student Family Income: $100,000+ (parents) Education Level: College
A true fashion lover, this customer is much more urban influenced, buying trendier, modern pieces at any price. Inspired by blogs, websites, and street style, she mixes edgy with trendy, keeping her large purchases a reflection of that. As a college student, she tends to shop on the weekends with friends and mostly purchases items for a specific event, concert, festival, or possible sorority event. Occasionally, she buys accessories and apparel that she simply finds new and exciting. She is able to spend much more with her family money and loves to then find up-and-coming boutiques to keep her wardrobe both fresh and innovative.
Competitive Stores or Brands:
Zara, Intermix, American Apparel, Free People, and upand-coming boutiques in the high-end neighborhoods of downtown Chicago like The Dressing Room, Panache, Urban Style Emporium.
Fashion Cycle Emphasis:
Rise (Innovation Stage) Extremely fashion forward and modern, she is urban influenced, making large retail purchases based on this, combining both designer brands and edgy, unknown brands.
INDUSTRY
&
MARKET
Technological Trends In the handbag and accessory market, technology is the key for growth and production. Recently, in addition to computer-aided design, manufacturers are starting to use electronic data interchange within every part of the process to increase efficiency and easy communication. This system tracks sales data, details of specific products, and trends so manufacturers are able to produce and ship quicker, saving time and money. Overall, the market is looking towards an environmentally friendly way of production, using advanced technology and ideas to do so.
Specific Technology Advances/Trends: •Last month, Jeanologia, which is a sustainable garment finishing technology company, launched E-Soft technology, softening clothes through nano-bubbles. This process uses the atmospheric air and an electric flow to smooth and soften fabrics. In addition, this process saves 98% of water, 80% of chemicals, and 79% of energy use. •Piave Maitex, yet another fabric manufacturer, has created PM ECLISSE, a polyester fabric with high opacity for active wear. With this new technology, the fabric is quick dry, resistant to abrasion, UV protected, stronger knits for added elasticity, amongst other characteristics. •Competitively, Columbia Sportswear has also introduced a new technology called Omni-Freeze Zero, which is sweat-activated. The fabric is embedded blue rings release a cooling sensation when in contact with sweat; this fabric is being used in apparel, footwear, and accessories.
Manufacturers (Top 3) Growth Sonic Ltd. Shipments (2007-2013): 2,384 Location: Tsim Sha Tsui, Kowloon, Hk Phone Number +852 2735 4688
Xiamen Fuda Import & Export Corp. Shipments (2007-2013): 706 Location: Xiamen, Fujian, China Phone Number: +86 592 5114788
Winsender Industries Co., Ltd. Shipments (2007-2013): 132 Location: Fuqing, Fujian, China Phone Number: +86 595 2897 8189
Sales Trends: The luggage and leather goods market is valued at over $21 Billion in the year 2012 and expected to increase by 45.9% by 2017. In 2012, women’s handbags generated $21.4 Million in sales, which is an increase from previous years. The market is heavily influenced by economic conditions, as handbags are not necessarily a necessity for an average consumer. Consumers are always seeking discounts and deals during tough economic years, such as in 2007 and 2008. As the handbag market tries to recover in the next few years from such a decline in sales, certain companies are pricing items at higher markups to accommodate. Consumers now have more disposable incomes, allowing them to afford rising prices.
INDUSTRY
&
MARKET
Product Requirements Uniqueness: Unlike typical fanny packs, our product is able to transform into other handbag
styles to go from a concert to the bar or club. The fabrics, colors, and styles need to be modern and fashion-forward in order to appeal to customers. Quality needs to be apparent, but not necessarily key because of the bag’s use at concerts and festivals. Also, the online feature to pick out your own colors, textures, and monograms is an essential unique feature to our product.
Price Constraints: Due to what the product is, the price needs to in the moderate range- not too expensive because of its’ use and material composition, but the price needs to reflect the luxury and quality of the bag as well. For a college student or a bit older, they are not willing to spend over $100 for a fanny pack, so the price and quality needs to reflect those price constraints.
Comfort: Because the bag will be used during concerts, festivals, and at bars, the materials need to wearable and durable for these events. Washable and easy to clean materials are a necessity. Nothing should be poking into the stomach or the body such as straps or buckles and the strap needs to be lightweight due to the bag’s purpose. The strap should also be easily adjustable because of its many functions and not too heavy or stressful on the body.
Celebrity Endorsements: Our product wouldn’t necessarily be endorsed by any specific
celebrity; only really advertised at specific apparel retail stores like Urban Outfitters or American Apparel in their look books and catalogs. If any celebrities were to endorse our product, Vanessa Hudgens, Rachel Bilson, or Rihanna might be ones with our aesthetic.
Possible celebrity endorsers would consist of 20-something females who are either music festival attendees themselves or just happen to have a closet full of bohemian and current styles.
INDUSTRY
&
MARKET
Market Conditions In 2012, the United States luggage and leather goods market accounted for 4.1% of the entire fashion industry market value, which includes apparel, footwear, jewelry, and accessories. Growing by as much as 4.5% since 2011, the luggage and leather goods market accounts for $21.2 Billion of sales. Analysts project the market will grow even more due to stable disposable incomes, acquiring a value of $31 Billion by 2017 with a 46% growth. As expected, handbags and wallets make up a large majority of this market segment, accounting for 53.7% of the entire luggage and leather goods market. Globally, the lucrative United States handbag market only accounts for 28.6% of entire sales. By channel, department stores account for 40% of entire luggage and leather goods sales, followed by 16% from discount and variety merchandise retailers, like our retailers Urban Outfitters and American Apparel. As the economy declines and salaries become lower, the necessity for luxury handbags decreases and lower priced bags come into play for customers. Because the handbag market is extremely sectionalized, there is some competition between larger department stores and specialized clothing stores. With many products coming from China and India, companies can be more successful in this market by opening independent or specialized retail options for consumers. eBags, JCPenney, and Sears are the three leading luggage and leather goods companies in the United States for 2012. Production costs are significantly lower in countries like China and India, with higher quality and prices from European countries. With the recent spike in wages for workers in China, production is shifting to countries like Vietnam and Indonesia to keep production costs low. The production of handbags is extremely labor intensive, with labor costs being a large majority of production costs for companies.
Styles:
•“Fold and Hold”: soft, bendable materials folded over make clutches and cross-body bags fresh and easy to carry. With openings for holding or straps to clutch onto, this trend is updated and aesthetically easy. •“Pocketbags”: Inspired by menswear, these bags have many compartments, either buckled, doubled, or pleated to give that feeling of strength and construction. •“Flat Out”: With minimalism roots, fall bags are flat in silhouette, with thin profiles. Simplicity is the name of the game, with added pleats and expansion for size adjusting. •Big clutches
Colors:
•Tender whites (calming and spiritual, whites are softened with powdery pinks) •Filtered neutrals (with a soft, 1970’s aesthetic, neutrals come in warm tones, like soft greens, clays, and murky blues) •Oceanic Blues (with both calming and powerful qualities, indigos, navys, and warm blues are intriguing) •Fragrant Pinks (tropically inspired, exotic and feminine, pinks come in warm corals, fuchisas, and ruby reds to inject a more natural color palette)
Finishes: Laser-cut perforation, embossed and glossy textures, metallic, matte sheen,
geometric designs, eroded/distressed leathers, corroded/rough metallic finishes, and open weaves
Fabrications/Blends: leathers, alligator/snake skins, pony hair, quilting, feathers Details: Chains (cross-body straps, handles, zippers, or links in classic metal or jewel
toned colors), monograms, structured pleats, cinched highlighted seams, quilted texture, rhinestone encrusted, eyelet studs, cut-outs, netting
Findings: enlarged buckled pockets, moveable straps, logos or names, expandable, back straps to make clutches easier to carry, rods and poles for handle and support
Trims: Decorative metal accents (architecturally inspired, these accents are pared-down in gold and silver tones and usually contrast softer silhouettes), tendrils, fringe, studded corners, marbles, skeletal bones, metal plates
LINE SHEET
CONCEPT HARDWARE
COLORS
TOTE
WRISTLET
MOON BAG
MOON BAG
TOTE WRISTLET CROSS BODY CLUTCH
FABRICS
CROCHET
DISTRESSED LEATHER
CROSS BODY
CLUTCH
MOON BAG
MOON BAG
SUEDE LEATHER
DISTRESSED DENIM
TECH PACK 100% Vinyl Faux Leather Mint Clutch with Ivory Strap
MANUFACTURER
Dreamway Leather Bag Manufacturer HuaDu, Guangzhou, China "As a professional handbag manufacturer, Dreamway HandbagBags has been supplying all kinds of handbags in different materials to our customers worldwide since 2002" Main Products: 1. Handbags, wallets, backpacks, smaller leather goods 2. Shopping bags, packing bags, drawstring bags 3. Leather/canvas belts, garment and handbag accessories During the past few years, Dreamway products have been exported to America, Europe, Japan and Southeast Asia, gaining an outstanding reputation for quality products, competitive pricing, and prompt delivery. Proposed Costing for a Moonbag Clutch: Faux Leather: $16 100% Leather: $30
SALES PL AN
Moon Bag
Sales Plan
SEASON
Spring/Summer 2014
STYLE # NAME
SP/SU JAN
FEB
SUMMER MAR
APR
Quantities
Quantities
Quantities
Quantities
Style #1 Style #2 Style #3 Style #4
Clutch Cross-‐Body Tote Wristlet TOTAL
700 500 700 400 2300
700 500 700 400 2300
1000 1000 1200 800 4000
STORE
1500 1200 1500 1200 5400
MAY
Urban Outfitters Fall/ Winter JUN JUL
AUG
SEP
OCT
HOLIDAY NOV
DEC
Quantities
Quantities
Quantities
Quantities
Quantities
Quantities
Quantities
2000 2000 2000 2000 8000
2200 2200 2000 2000 8400
Quantities
2400 2400 2000 2000 8800
1800 1800 1400 1200 6200
1200 1500 1200 1000 4900
1000 1000 2000 1000 5000
4000 5000 4000 3000 16000
6000 5000 6000 4000 21000
TOTAL 24500 24100 24700 19000 92300
Wholesale/ Retail
Wholesale
Cost
Cost
Per Unit
Total
Per Unit
Total
$ 45.00 $ 55.00 $ 65.00 $ 35.00 $ 50.00
$ 1,102,500.00 $ 1,325,500.00 $ 1,605,500.00 $ 665,000.00 $ 4,698,500
$ 16.32 $ 17.60 $ 20.80 $ 11.20 $ 16.48
$ 399,840.00 $ 424,160.00 $ 513,760.00 $ 212,800.00 $ 172,284
Average
Average
Margin $ 28.68 $ 37.40 $ 44.20 $ 23.80 $ 33.52 Average
L AUNCH BUDGET
Trunk Show Launch Budget (at Urban Outfitters stores): Possible First Stores: •San Diego, CA •Portland, Oregon •Boulder, CO •Berkley, CA •Fort Worth, TX •Miami, FL •Baltimore, MD •Nashville, TN •Boston, MA •Portland, Maine Budget: $500 •Store Fee: $250/2 hours •Atmosphere (drinks, food, music, etc.): $250
Music Festival Booth Launch Budget: Possible Festivals: •Coachella •Bonnaroo •Lolapalooza •Ultra •South by Southwest •Electric Zoo Budget: $2000 •Booth Fee: roughly $1000
BRANDING The Moonbag logo represents the changing moon and the way that the Moonbag changes, as well. The packaging will be completed on cork-like paper to keep with the boho-chic image. The bags will arrive to the customer in the Moonbag tote packaging.
339 Whitaker Street Apt. 5 Savannah, GA 31401 moonbags14@gmail.com 305-761-7585 Business card
$45
001 Style 0
Moonbag tote and price tag.
PRESS KIT
FOR WHO THE GI BAG CHANG RL ES AS AS S PLAYOFTEN LISTS
COAC
HELL
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BONN AROO LOLLA
PALOO
APRIL AT A GLANC E 80,000 65°-75° Rock, In and Ele die, Hip-Hop ctronic
18-21 to Bri ng:
_______________ Moon bags are directed towards the freespirited, traveling, concert going college girl. Our bags cater to the customer’s mood and style of the day, allowing her to go from clutch to tote bag with a few simple steps. We want our customer to have five of her favorite bags in one, making it easy for her to go from day to night, music festival to bar or from class to a party.
ULTR A
•the cr ossbod y moonb ag •sunha t
•flashligh t •moonb ag wat er bott le •eye dr ops
What
Media Kit
basic media kit outlining the company
FESTIVA L GUIDE
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CROSS
-BODY
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ZA
JAN
S M T W T F S
FEB
S M T W T F S
S M T W T F S
JUNE
S M T W T F S
JULY
S M T W T F S
NOV
S M T W T F S
S M T W T F S
MARCH
APRIL
MAY
S M T W T F S
SEPT
S M T W T F S
S M T W T F S
OCT
S M T W T F S
S M T W T F S
AUG
DEC
calendar outlining trunk shows, release dates, and music festivals
Waterbottles to incorporate the Moonbag Logo into her lifestyle
This all around fanny pack is ideal for the young girl who is active and loves fashion. This pack is successful because it’s something that hasn’t been done before. Now, our customer can easily go from one activity to another. If she is at a music festival, the fanny pack is hands free and ideal for moving and dancing. However, when that festival is over, she can go out to a club with her girl friends, an after party or even to dinner. She now has the option of turning her not so trendy fanny pack into a cute evening clutch or comfortable messenger bag. If our customer happens to be in a sorority, she can customize our product with initials, monograms or even sorority logos. If our customer has an edgy side and loves studded accessories, she can choose between pyramid or square studs and place them where she feels look best on our product. Because our product is so relatable and is useful for any kind of young women, it will sell successfully. There is a high demand for that one of a kind product that caters to all outfits. Take your bag from day to night, as a messenger bag for class to a clutch for that special date you have as soon as you are out. Our product will be sold online, where our girl can choose the color, fabric or material as well as embellishments like studs, as mentioned before, prints and stitching that add special details. With all of the options we offer in order to make our product as personal as possible, young girls will be able to take this bag anywhere without feeling tacky or unoriginal. No matter who buys this pack, she will have her own personal and creative design. Our product is the bag we’ve all been waiting for. Finally, instead of spending money on nice leather bags for class and cute and fun sized clutches for our nights out, we have our favorite style all in one. This product is for the fun, free-spirited and creative girl. We are catering to the 1725 year old college girl who loves life and fashion and just wants to have fun all while looking her best.
SOURCES http://business.highbeam.com/industry-reports/textiles/women-s-handbagspurses http://www.ibisworld.com/industry/global/global-handbag-purse-manufacturing.html http://www.docstoc.com/docs/124840265/Global-Handbags-Market-Report2012-Edition http://www.wwd.com/search/results/?query=handbag%20report#handbag%20 report+sort=date&section=12709& http://www.prweb.com/releases/2012/6/prweb9567782.htm Stylesight WGSN Reference USA WWD