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