Everlane Mini Me

Page 1

Mini Me

fasm 310

Iris Lewis & Ann Stoker


Table of Contents

About Customer Profile Concept Collection Color Palette Fabric Story Size & Scope Unique Characteristics Competitors Line List Time & Action Calendar Unit Assortment Plan Sales Plan & Margins Manufacturer Product Launch Event Advertisement Process Tech Packs & Cost Sheet


About

United States clothing retailer that sells primarily online. Headquartered in San Francisco, California and also has a store in New York City. Founded in 2010 by Michael Preysman and Jesse Farmer as an online menswear retailer. Sell basic stylish apparel at relatively low prices with transparent pricing. Women’s and Men’s: Shoes, clothing, bags, accessories Exceptional quality. Ethical factories. Radical Transparency.


Carissa Lim · 28 years old · Living in Park Slope, Brooklyn · Education: Northeastern University · Occupation: PR Manager · Income: $75k · Early Adopter · Shops at Whole Foods · Enjoys traveling and exploring with family · Conscious & Socially Aware consumer - Looking for ethical pieces that high quality and durable · Critical with the pieces on her wardrobe

Rose Lim · 9 years old · Wants to be like her mom when she grows up · Prefers comfortable clothes for her daily play dates · Likes to paint & draw

Customer Profile


Concept


Collection


Color Palette


Fabric Collection

Olive and Gamboge Wool Blend 75% Wool 25% Jersey Knit

Beige and Yellow Wool Blend 50% Cotton 50% Polyester

Italian Midnight Navy 100% Wool

Italy White Over Gray 100% Wool

Black 95% Cotton 2% Elastane

Linen Stripes 55% Linen 45% Cotton

Italian Tango Red Double-Sided Brushed 100% Wool

Telio Shibori 55% Rayon 5% Spandex


Scope & Size

Sizes M - XL Girls Category 10 pieces Price Range $30-$75 Products Sweaters Tops Turtlnecks Bottoms Everlane Mini Me provides a more accesible price point for those mothers who value same ethics of clothing for their childrens as well.


Unique Characteristics · Radically Transparent. · Partner with the best, ethical factories around the world. · Source only the finest materials. · Reveal the true costs behind all of our products from materials to labor to transportation · Offered minus the traditional retail markup so our prices are lower compared to other ethical brands. · Our garments remain true to Everlanes aesthetic unlike other childrenswear extensions to the home brand.


Competitors

J. Crew Kids Girl’s Clothing & Accesories $19.50 - $100

Maisonette Girl’s Clothing & Accesories $15 - $180

Stella McCartney Kids Girl’s Clothing & Accesories $50 - $380


Line List Style #202000 Cost: $14.91 Retail: $60

Style #140013 Cost: $6.68 Retail: $30

Style #301800 Cost: $23.10 Retail: $75

Style # 187600 Cost: $14.91 Retail: $75

Style #140011 Cost: $13.48 Retail: $7

Style # 556700 Cost: $14.91 Retail: $65

Style #140012 Cost: $14.13 Retail: $75

Style #172400 Cost: $7.95 Retail: $35

Style #140014 Cost: $9.55 Retail: $50

Style #140015 Cost: $11.60 Retail: $60


Time and Action Calendar


Unit Assortment Plan


Sales Plan & Margins


Manufacturer shipments by month from Nobland Vietnam Co., Ltd.

source: Panjiva


Product Launch Event

Flagship Store · 461 Valencia St, San Francisco, CA Entertainment · Refreshements · Teddy Bear with each purchase · Photobooth for mothers & daughters Budget · $25k


Advertising

Shop Transparent and Sustainable Clothing for your Little One.



Shop Transparent and Sustainable Clothing for your Little One.



Editorial Layout

Shop Transparent and Sustainable Clothing for your Little One. everlane.com




Process


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