C O M PA N Y O V E R V I E W.
FOUNDER. Alexandra Alverez - Miami native - Parsons School for Design - Body suit silhouettes in swim suit material - Hopes to make bodysuit a staple
O V E R V I E W. E - COM M E RC E U NI T E D S TAT E S I S RA E L JA PA N L E BA NON U KR A INE U NI T E D KIN G DOM
STOCKISTS. B LOOM I N G DAL E’ S F I VES TORY KI TH OP ENI N G CEREM ONY P L AN D E VI L L E CU RVE EL I SAB ETH WEI NS TOC K TU CCI A-LINE BOUTIQUE FORMATION BOUTIQUE ZOË FORTY FIVE TEN
TA R G E T CONSUMER.
DEMOGRAPHICS. Mainly targeted towards women 18 - 35 years old Lives near a beach or vacations to tropical places frequently Works a white collar job Makes over $65,000 a year Educated with Bachelor's degree or higher
PSYCHOGRAPHICS. Has a minimal, stylish aesthetic Believes in quality over quantity Tries to maintain a healthy lifestyle for her and her family
CUSTOMER PROFILE .
ARIA - 23 years old - daughter of investment banker - graduated from NYU with Marketing degree - splits time between New York and Bora Bora - works out daily to maintain figure - cares about the quality of a product - starting a new sustainability initiative
CUSTOMER PROFILE .
VIVIAN - 32 years old - married with no children - lives in Los Angeles - has masters degree in marketing from UCLA - is a creative and visual artist - works as an event planner - buys her groceries at Whole Foods
S U S TA I N A B L E P R O D U C T.
THE 5 P ’S OF ALIX NYC. PRODUCT Tops/dresses Bags BodySuits Basics Swimsuits Coverups
PEOPLE Women (18-35) Upper Middle Class Minimal aesthetic Likes basics and a neutral color palette Enjoys the beach and wet environments
PLACE Online U.S. Isreal Japan Lebanon Ukraine United Kingdom
PROMOTION Every purchase comes in a sustainable waterproof package Can used as a tote bag and top 3 for the price of one or more items. Shipping fee will go towards sustainable charity of choice
Designed and based in NY
PRICE $100-$275 (Luxury)
PROCESS. Soki helps with patternmaking.
S W O T.
STRENGTHS
WEAKNESSES
- strong and cohesive aesthetic
- low engagement in social media
- celebrity endorsements
- lack of sustainable practices
- involvement with nyc professionals
- a standard model mold
(community)
- lack of inclusivity
- stocked in great retailers (OC, Kith etc)
- lack of history
- international presence
- don’t have a why (golden circle)
- interesting silhouettes
- not very well known
- diverse skin tones
- not much information about the brand
- cfda winners
OPPORTUNITIES - increase interactive social media
THREATS
content - create body positivity with a more
diverse array of models - women empowerment - implement sustainable products / involvement - corporate social responsibility
- sales decrease because of competitors strengths - competitors create sense of empowerment for their consumers
COMPETITOR A N A LY S I S.
BRAND. Founded in 1950 Product Category: Hosiery, leggings, bodysuits, clothing Sold at: Net A Porter, Shopbop, Nordstrom, Asos & Their Own Boutiques
COMPETITION. - Cradle to Cradle - Bluesign System - Signed a Climate Protection Initiative
Classic Quality Feminine Comfort
BRAND. Founded in 2012 Product Category: Bodysuits Sold at: Net A Porter, Bloomingdale’s, Nordstrom & Moda Operandi “fidget free guarantee”
COMPETITION. RUN BY WOMEN WITH A MISSION TO SUPPORT AND EMPOWER WOMEN Perfect Modest Professional
BRAND. Founded in 2012 Product Category: Swimsuits Sold at: Net A Porter, Barney’s, Nordstrom, Moda Operandi, Shopbop & Revolve finest European and Japanese fabrics
COMPETITION. - Large Following and Demand - Celebrity Endorsements Elegant Minimal Colourful
LO O K B O O K .
MOOD.
ILLUSTRATION.
P R O D U C T.
M A R K E T I N G C A M PA I G N .
M A R K E T I N G S T R A T E G Y. Goal #1 Sustainability
Goal #2 Improve brand awareness
Goal #3 Body Positivity
Use trash cans across NYC to bring awareness to the waste that the fashion industry produces.
Implement more sustainable products or materials into the ALIX brand.
Increase social media following by evolving into Snapchat and creating more interactive content for the consumers.
Create advertisements that are placed in magazines, Online, and through guerrilla marketing.
Involve models that have a variety of body types.
Include a hash tag that includes different women wearing the ALIX bodysuit for a event.
ADVERTISING. H O W. - Spray painted onto scrap fabric OR - Printed on recycled paper
WHERE. Manhattan - walls around city - rubbish bins around city
W H A T. - Hidden Fact. - Take a photo of every fact you see and understand
P O P U P C O N C E P T. W H A T N E X T. - Post every hidden fact you find - Re-use/re-cycle your clothing - Raffle - Attend product launch event
RE USE. RE CYCLE .
W E B PA G E .
IN STORE SIGNAGE .
E - M A I L B L A S T.
SOCIAL MEDIA S T R A T E G Y.
MACY JARVIS. CAROL D’SOUZA. ANGELICA SANTIAGO. MADISON BRANDLI.