young. raw. goofy.
We are an ever-expanding curated collection of modern and geeky clothing, accessories, collectibles, home & office decor, and unique geeky gadgets. Simply put, we believe that life is more fun when you’re wearing a cape. Typical Guy Stuff
ARUSHI JAISWAL // 04090324
Academy of Art University / Graduate School of Fashion Merchandising Final Thesis Project / 07.29.2016 / 3:00pm
TABLE OF CONTENTS 1.0 BUSINESS CONCEPT 1.1 Executive Summary 1.2 Description of Business 1.3 Mission & Vision
2.0
3.0 TARGET MARKET 3.1 3.2 3.3 3.4 3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
MARKET RESEARCH
5.0 MERCHANDISING PLAN 5.1 5.2 5.3 5.4 5.5 5.6
Overview Merchandise Summary Brands Business Time Action Sourcing Plan Pricing Approach
2.1 Industry Analysis _Global Retail Scenario _Industry Trends & Leaders _Global Menswear _Men as Consumers _What do Men Buy _Grooming _Brand Experience _Character Merchandising _Mobile Fashion Business
2.2 Silicon Valley Overview _History _The Dot-com Bubble _Tech Boom 2.0 _Population _Culture _Company Demographics
2.3 Market Survey
4.0
6.0
COMPETITIVE ANALYSIS
VISUAL PLAN
4.1 4.2 4.3 4.4 4.5
6.1 6.2 6.3 6.4 6.5 6.6 6.7
Overview & Analysis Direct Competitors Indirect Competitors Competitive Advantages SWOT Analysis
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
7.0
ORGANIZATIONAL & OPERATIONAL PLAN 7.1 Company Ownership & Structure 7.2 Roles & Responsibilities 7.3 Salaries & Benefits 7.4 Calendar & Permits
8.0 MARKETING PLAN 8.1 8.2 8.3 8.4
Marketing Marketing Marketing Marketing
Objective Strategy Channels Action Calendar
9.0 FINANCIAL PLAN 9.1 9.2 9.3 9.4 9.5 9.6
Financial Summary Start Up Cost Assortment Plan Gross Margin Overall Summary Future Growth
10.0 APPENDIX 10.1 10.2 10.3 10.4 10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
1.0 BUSINESS CONCEPT _1.1 Executive Summary _1.2 Description of Business _1.3 Mission & Vision
1.1 Executive Summary _1.1 Executive Summary _1.2 Description of Business _1.3 Mission & Vision
Typical Guy Stuff aims to build an exclusive, mobile and experiential menswear brand for the multi-dimensional working professionals in the Bay Area. We have a young, chic, ‘boy turned into man’ vibe. The concept revolves around a new, undisguised trend, which believes in breaking the even element. The style represented is chic, raw and geeky in a whimsical and mischievous way. This label will not only focus on the products but will overall aim to provide a young and joshing experience to the customers. This brand is looking to focus on modern fashion combined with fun and goofy elements. The store being in an airstream is completely mobile because, we as a brand believe in going to our customers, rather than having them come to us.
WE HAVE A YOUNG, CHIC, ‘BOY TURNED INTO MAN’ VIBE.
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1.2 Business Description _1.1 Executive Summary _1.2 Description of Business _1.3 Mission & Vision
Typical Guy Stuff is an exclusive and experiential menswear brand for the Silicon Valley Techies. We are not a traditional brick and mortar retail store but an airstream, which will be comprised of men’s clothing, fun gadgets and grooming products. We are directly catering to the needs of a younger, more casual yet stylish modern man. The age group we are targeting ranges between 22 to 38. Our customers are receptive to new ideas and technologies and believe in expression of their personality and tastes through their lifestyle and purchases. Our clothing portfolio will comprise of graphic tees, soft-knitted jackets, sweaters, lightweight parkas, shirts, and shorts. We will also be including a section of innovative, functional clothing. Along with this, a lot of our merchandise comprises of pop culture references, including collectibles, cameras, fun gadgets etc. Our hours of operation will revolve around scheduling with different corporate campuses like Google, Facebook, Oracle, Apple etc. We also aim to participate in community and technology based events like Proxy SF, Off the Grid, Y-combinator, @Scale and IntegrateCon.
1.3 Mission & Vision _1.1 Executive Summary _1.2 Description of Business _1.3 Mission & Vision
MISSION We aim to provide an exclusive yet affordable clothing products with eclectic brand experience on wheels, comprising of the ‘typical guy stuff’ along with a welcoming friendly–community based environment.
VISION We are core believers in the expression of modernity, be it our products, aesthetics or business model. Breaking free from the traditional retail concept, we believe in literally bringing our product styles to our customers, rather than the other way round.
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2.0 MARKET RESEARCH 2.1 Industry Analysis _Global Retail Scenario _Industry Trends & Leaders _Global Menswear _Men as Consumers _What do Men Buy _Grooming _Brand Experience _Character Merchandising _Mobile Fashion Business
2.2 Silicon Valley Overview _History _The Dot-com Bubble _Tech Boom 2.0 _Population _Culture _Company Demographics
2.3 Market Survey
2.1 INDUSTRY ANALYSIS _Global Retail Scenario _Industry Trends & Leaders _Global Menswear _Men as Consumers _What do Men Buy _Grooming _Brand Experience _Character Merchandising _Mobile Fashion Business
GLOBAL RETAIL SCENARIO The retail industry as a whole is huge. According to Plunkett Research, it is massive in the US and has made a strong comeback in 2014 after the recession a few years back. In 2014, the retail sales in US totaled $5.321 trillion which is up about 5% from year 2013. According to the US census Bureau, out of $5.068 trillion made on 2013 in retail, the GAFO sector alone made $1.2 trillion.
Concentrating on menswear, globally the menswear market has total revenues of $423.2 billion in 2013, representing a compound annual growth rate (CAGR) of 4.8% between 2009 and 2013. (Market Line) The US menswear market had total revenues of $125.6bn in 2014, representing a CAGR of 5.5% between 2010 and 2014. (Market Line) Euromonitor International states that globally in 2014, menswear grew by 4.5% reaching US$440 billion in sales compared to 3.7% in womenswear with US$662 billion.
Clothing, footwear, sportswear & accessories retailers accounted for the largest proportion of sales in the US menswear market in 2014. Sales through this channel generated $66.0bn, equivalent to 52.6% of the market’s overall value. The anticipated CAGR is 3.3% for the fiveyear period 2014 - 2019, which is expected to drive the market to a value of $147.9bn by the end of 2019. (Market Line)
Retail sales for clothing stores in US (in million US$) Year 2014 For clothing stores cumulative until August - $114,760)
Source: Plunkett Research
Retail sales for menswear stores in US (in million US$) Year 2014 cumulative until August - $5.515
Source: Plunkett Research
Retail Industry Employment in US The retail industry in US alone employs 15.4 million workers (i.e. every one out of ten workers in US is working in the retail sector) (Plunkett Research)
Clothing and Accessory Store Employment
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INDUSTRY TRENDS In terms of retail space, art and culture are major footfall drivers for time-pressed consumers looking for shopping experience. Retailers are leveraging this growing culture economy through artistic collaborations, immersive installations and gallery-inspired merchandising. This can create an enriching shopping experience, upping dwell time and driving sales through social media brand engagement (Saunter)
Instagram-ready retail is another trend which came to power because of visual merchandising and store Design. According to a study by Forrester, Instagram is the prime source of image based social media marketing as, they generate 120 times more engagement per follower than Twitter and 58 times more than Facebook. More and more retailers are designing and merchandising their stores to align with Instagram strategies. They are tapping into hashtag trends, integrating product into the store design, considering square-ready formats and ensuring that displays are easily changeable. (Dickinson) In-store technology can provide a link between online and offline retail presences by offering customers a service that replicates the convenience and personalisation of e-commerce with different technologies like—Magic mirror, Beacon and NFR, Heat Map Technology, Convenience apps, Augmented Reality. (Saunter) Coupons have made a big comeback. Big factors in this growth include the financially challenged consumer and the uses of advances in technology. Now they can be distributed and accessed via cellphones. (Plunkett) RFID drives inventory management evolution. With the placement of micro chips in product containers, cartons and packaging, combined with the use of special sensors in warehouses, hand held scanners or store shelves that alerta central inventory, it will manage the industry in terms of shipment arrivals, product purchases and the need to restock inventory, communicating via wireless means. (Plunkett)
‘Retailers on the road’ or mobile retail is also gaining popularity. This phenomenon is continuing to evolve with brands targeting multi-city road trips and engaging customers in local markets. The mobility allows the retailers to target smaller cities and communities and is an effective tactic for brand building.
INDUSTRY LEADERS Walmart - Retail giant Zara - Fast Fashion Ace Player Philips Van Heusen - Menswear Giant WALMART INC. Sector – Retail Trade Industry – Discount Store Walmart Stores Inc. was founded by Samuel Moore Walton and James Lawrence Walton on July 2, 1962 and is headquartered in Bentonville, AR. The Company offers an assortment of merchandise and services at everyday low prices (EDLP). It operates retail stores in various formats across the world. The business is operated through three portable segments (CNN Money). _Walmart US – includes company’s mass merchant concept in the U.S., operating under the Walmart or Wal-Mart brand, as well as walmart. com. and also offers financial services and related products, including money orders, prepaid cards, wire transfers, check cashing and bill payment.
_Walmart International- includes numerous formats of retail stores, restaurants, wholesale clubs, including Sam’s Clubs, and various retail websites that operate outside the U.S. This segment operates units in three major categories: retail, wholesale and other which consists of numerous formats, including discount stores, supercenters, warehouse clubs, restaurants and apparel stores. _Sam’s Club - includes the warehouse membership clubs in the U.S., as well as samsclub.com. And also offers brand name merchandise, which include hard goods, some soft goods and selected private-label items and brands in five merchandise categories namely grocery and consumables, fuel and other categories, technology, office and entertainment, home and apparel and health and wellness.
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ZARA Zara is a publicly listed company and belongs to the Inditex Group, founded by Amancio Ortega in 1975 in Spain. Zara always continues to bring excitement to fashion and fulfils customer demand. It continues to force its logistics system to complete stock rotation every 15 days. Zara needs only 14 days to develop a new product and delivery it to stores (industry average: six-month) and launches around 10,000 new designs each year. Furthermore, Zara disagreed to the industrial trend towards transferring fast fashion production to low-cost
countries and has the most unusual strategy of zero advertising; the company preferred to invest a percentage of revenues in opening new stores instead. Zara’s target customers are paying attention in high trends and want to have the latest fashion tends but cannot afford dresses from the haute couture boutiques. In consideration of the market, Zara provides the customers with a turnover period of 4 and 5 weeks for its “New Arrivals� collections. (Keller)
PVH CORP. PVH Corp., incorporated on April 8, 1976, is an apparel company. The company was founded by Moses Phillips and Endel and is headquartered in New York, NY. The Company’s brand portfolio consists of Calvin Klein and Tommy Hilfiger, Van Heusen, IZOD, ARROW, Warner’s, Olga and Eagle, which are owned brands, and Speedo, Geoffrey Beene, Kenneth Cole New York, Kenneth Cole Reaction, Sean John, MICHAEL Michael Kors, Michael Kors Collection, Chaps, Donald J. Trump Signature Collection, DKNY, Nautica, Ted Baker, J. Garcia, Claiborne, Ike Behar, Jones New York and Ryan Seacrest, which are licensed, as well as various other licensed and private label brands.
The company designs and markets branded dress shirts, neckwear, sportswear, jeanswear, intimate apparel, swim products and, to a lesser extent, handbags, footwear and other related products. Additionally, it licenses its owned brands over a broad range of products. The company manages its operations through its operating divisions, which are presented as six segments: Calvin Klein North America; Calvin Klein International; Tommy Hilfiger North America; Tommy Hilfiger International; Heritage Brands Wholesale, and Heritage Brands Retail. (Reuters) Phillips-Van Heusen, also known as PVH Corp, remained the largest men’s apparel and footwear retailer in the US in 2014, with a 5% value share and value sales of US$4.1 billion in menswear. (MarketLine)
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GLOBAL MENSWEAR SCENARIO The global menswear market is showing no sign of slowing, with growth having outperformed that of womenswear for more than five years now. According to a 2013 study by consulting firm Bain & Company, growth in the men’s readyto-wear market has increased between 9 and 13% year-on-year since 2009. On the back of this growing market demand, retailers are expanding their menswear offerings, introducing broader product ranges, opening dedicated menswear stores, renovating department store floors, and ramping up their service offers to cater to the modern male shopper. Retailers are increasingly opening menswear stores as their men’s offer grows, allowing them to showcase a wider product range within a specially designed environment. In North America, global department stores are revamping their menswear areas, bringing in new brands and services to cater to the growing male customer base, as well as opening new spaces exclusively dedicated to their men’s offer. Source: WGSN- Global Menswear Boom, Brand and Retail Strategy. Concentrating on menswear, globally the menswear market has total revenues of $423.2 billion in 2013, representing a compound annual growth rate (CAGR) of 4.8% between 2009 and 2013. (Market Line) The US menswear market had total revenues of $125.6bn in 2014, representing a CAGR of 5.5% between 2010 and 2014. (Market Line) Euromonitor International states that globally in 2014, menswear grew by 4.5% reaching US$440 billion in sales compared to 3.7% in womenswear
with US$662 billion. Clothing, footwear, sportswear & accessories retailers accounted for the largest proportion of sales in the US menswear market in 2014. Sales through this channel generated $66.0bn, equivalent to 52.6% of the market’s overall value. The anticipated CAGR is 3.3% for the five-year period 2014 - 2019, which is expected to drive the market to a value of $147.9bn by the end of 2019. (Market Line)
IN 2014, MENSWEAR GREW BY 4.5% REACHING $440 BILLION IN SALES According to “Men’s Clothing – US – March 2016” report by Mintel, the men’s clothing market forecast will increase by 16% through 2020. This is a little lower compared to the gains from 201015 (22%). Since the economic stability returned after the recession, the consumers felt more confident to replace worn out or outdated items and upgrade their wardrobes.
Total US retail sales and fan chart forecast of men’s clothing, at current prices. 2010-20
Source: Based on US Census Bureau, Economic Census; Bureau of Economic Analysts; Bureau of Labor Statistics, Consumer Expenditure Survey/ Mintel
“Men’s Clothing – US – March 2016” report by Mintel also states that men aged 25-34 years are the primary consumers of men’s clothing. 25-34s are the most likely to have purchased 10+ items over the
prior year (71% versus 39% of all men), are the most likely to plan to spend more in the coming year (60% versus 32% of all male shoppers), and are among the most interested in shopping innovations.
MEN’S CLOTHING PURCHASES FOR SELF AND SHARE OF MALE ADULT POPULATION, BY AGE, JANUARY 2016 “For each of the following men’s clothing items please indicate how you have purchased them for yourself in the last 12 months.” [Any item/any purchase]
PURCHASED CLOTHING
SHARE OF ADULT MALE POPULATION
Base: 963 male internet users aged 18+ Source: Lightspeed GMI/US Census Bureau, interim population projections released 2014 and annual population estimates/Mintel Chapter 2
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MEN AS CONSUMERS Mintel also states that favorable economic environment leads to comfort to spend on nonessentials.
And as the economy continues to improve, consumer optimism towards spending is anticipated to rise.
Disposable Personal Income (DPI) is a good indicator of future consumer demand for a nonessential spending (such as unneeded clothing). Annual DPI growth for 2014 averaged about 4%, and men’s clothing sales increased by 4.2%. For 2015, DPI annual growth averaged about 3.5%, and men’s clothing sales are estimated to increase by 3.7%. Stable DPI growth is expected to continue in the coming years, which should result in increased men’s clothing sales.
Declining unemployment: In 2015 unemployment averaged 5.3% – the lowest since 2008. This indicates that more people have been able to get back to the workforce, which would increase overall DPI for purchases such as clothing – an area that was otherwise overlooked in the years following the 2007-09 economic recession. Further, working men are significantly more likely than nonworking men to buy clothing (94% versus 84%), which demonstrates how declining unemployment supports increased sales.
DPI CHANGE FROM PREVIOUS PERIOD, JANUARY 2007 - DECEMBER 2015
Source: St. Louis Federal Reserve/Mintel
YOUNG MEN ARE LIKELY TO SPEND MORE ON CLOTHES
MOST MEN SHOP IN-STORE
For men, in-store purchasing remains the norm as according to Mintel, 9 in 10 men have purchased clothing for themselves in the last year, and buying in-store is far more common than online. However,
online is making gains, as more than half (54%) made an online purchase in the last 12 months. Mobile shopping has yet to go mainstream, as most online purchases are made on a traditional computer.
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WHAT DO MEN BUY? The “casualization” trend has put a damper on dressing up. About half of male clothing purchasers say they dress for comfort over style. While there are opportunities for retailers to address the needs of men who would like to dress more stylishly but who don’t know how,
it seems that many men are comfortably casual in their day-to-day dress and are not necessarily wanting to step up their look. The top clothing items purchased over the last year supports the notion that casualization in both personal as well as professional lives is the norm. (Mintel)
MEN’S CLOTHING PURCHASES FOR SELF - ITEMS, JANUARY 2016
GROOMING According to the men’s grooming report of WGSN, men take buying their own products seriously, and increasingly place a higher level of importance on their appearance. According to Mintel, 59% of American men say personal care products boost their self-esteem. GCI reports the top 10 growth markets for men’s toiletries include Brazil, China, South Korea, US, Germany, India and the UK. In China, the category is growing more than 20% a year.
‘macho’ environment. According to the founders, “our mission is simple: to give men the pampering treatments they love, sans the feminine details. We invite you to sit back and enjoy the game on your personal flat screen television, while one of our lovely nail technicians rubs the knots, cramps, and calluses from your hardworking feet and hands”.
The international beauty industry is gradually evolving and innovating to meet the demands of this new customer. Boasting king-sized leather chairs, premium sports channels and personal flat screens, Hammer & Nails salon in Los Angeles offers manicures, pedicures and other beauty treatments exclusive to men, in a
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BRAND EXPERIENCE Nowadays, consumers increasingly crave more meaningful experiences. Millennials (hence the targeted age range 26-35) lead the charge. More than three-quarters (78%) say they like it when “brands, products or entertainment producers make an active attempt to capture my imagination”, according to a December 2013 survey by JWT Intelligence. Gen X and Boomers are not far behind, with 71% and 64% agreeing with this statement, respectively. 73% of Millennials agreed that “increasingly I crave experiences that stimulate my senses”, and 61% said that “when seeking entertainment experiences, I put a priority on the ‘wow’ factor”. Experiences are more desirable than products, consumers are seeking memorable moments while shopping as well as at traditional entertainment venues. This business model can rope in HENRYs as well. Being an upper premium label which, emphasizes on exceptional brand and customer experience (which is a priority for HENRYs) a newer target base is a good opportunity. ‘HENRYs’ (High Earners Not Rich Yet): This 25+ shopping group is affluent (typically earning between $150k-250k annually) but not wealthy ($1m annual earnings). It’s a group that’s gaining clout. “The recession has left the true middle class severely limited in their ability to purchase goods and services in the near future,” says Pam Danziger, president of Unity Marketing. “This means HENRYs are the ‘new mass market’ for marketers and brands up and down the pricing scale.” Behaviours: HENRYs like to flaunt their financial success and have sizeable spending power: in the US alone, this shopper market is four times greater than wealthy households.
Shopping priorities: luxury is no longer defined by price for HENRYs, who expect an exceptional shopping experience online and in-store. Eighty percent of shoppers want sales assistance in luxury stores and 41% are willing to pay for a personal shopper. HENRYs expect a cleaned-up physical store, offering curated product with expertise service. They expect a shopping experience, not just product selection. While they are affluent, HENRYs view waived fees and free service offers as status symbols. Source: Unity Marketing and WGSN.
Along with the secondary information, the primary research also suggests that customers these days consider brand experience as an important deal while shopping.
This can comprise of other events for people associated with the brand which can make them in socialize.
STORE EXPERIENCE “How much do you think the following is important while shopping for apparel and accessories”
STORE EVENTS “What kind of an experience, other than shopping, would you prefer at a retail store?”
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CHARACTER MERCHANDISING According to the “Character MerchandisingUS-October 2015” report by Mintel, character merchandising is defined as the use of popular (typically fictional) characters from the world of entertainment to promote the sale of consumer goods, including those lines of merchandise that have been especially created to bear the name and image of the character. Characters typically derive from a number of different media, the most popular being the following:
_Television series _Film cartoons _Cartoon feature films _Live-action feature films _Toy creations _Comic books _Fiction books _Newspaper strip cartoons _Computer/electronic games
Examples of merchandised goods embracing media-led items include but are not limited to: _Media-led merchandise of any kind such as books, book sets, magazines etc. _Greetings cards and other stationery _Furniture _Character-led accessories _Character timepieces, including both alarm and “talking” clocks and watches such as a Harry Potter watch and adult collectibles such as figurines and limited-edition pieces _Oral hygiene items: toothbrushes and toothpaste _Adult and children’s/infants’ clothing and accessories including novelty socks, ties, boxer shorts and pajamas _Bags, backpacks, pencil cases, and sporting goods _Mobile phone and tablet accessories such as covers _Food and drink character items of any kind such as fast food, cake mixes, cakes, cookies, yogurts, and soft drinks
ROUST GROWTH SEEN AS NEW CHARACTERS DRIVE INTEREST Sales of character merchandise experienced strong growth from 2013-2014, climbing by 6% to reach around $11 billion. This strong growth is due in part to savvy leveraging of several successful film franchises, including the Frozen juggernaut and the Marvel Cinematic Universe (MCU) which encompasses several film and TV categories. TWO PRIMARY AUDIENCES Based on Mintel’s survey, Character Merchandising has two main audience – _Parents buying for children _Men 18-24 Looking at the core audience of men aged 1834, several key factors emerge as drivers of their character merchandise purchases. This group is particularly likely to buy characters they’ve seen in movies and TV shows, underscoring the importance of the blockbuster film franchises for driving sales. ATTITUDE TOWARDS CHARACTER MERCHANDISE BY MEN AGED 18-34 “For each of the following men’s clothing items please indicate how you have purchased them for yourself in the last 12 months.” [Any item/any purchase] Base: 995 internet users aged 18+ Source: Lightspeed GMI/Mintel
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MOBILE FASHION BUSINESS Nowadays, many entrepreneurs are switching to a new, mobile retail environment, mainly to avoid the high start up costs of a brick and mortar retail store, secondly having a mobile business model allows them more control and moving is easy without any increment in rent. Being mobile is a new way of shopping and a creative way of bringing the product to the customer. There are now as many as 400 fashion trucks on American roads. The appeal of the new business model is lower overhead with considerable savings on rent and the relative speed and low cost of launching the business, which can range from about $20,000 to $30,000. Ilse Metchek, president of the California Fashion
Association, agrees fashion trucks are the newest trend in fashion right now. Thanks to the inventive retrofits, Metchek said the trucks have a lot of visual appeal, which helps sell the clothes and other wares they offer, although the fashion may not be as high-end as found at trendy boutique stores. “They appeal to the impulse buyer, the same people that like to eat standing up, it’s the ultimate fast fashion,” she said. This also means significant discounts on fashionable clothing, she noted. But there are also drawbacks to the trucks, such as not being able to park and sell whenever and wherever they like because most cities, will not issue permits to allow trucks to park on public streets and sell goods.
Since fashion trucks are an upcoming trend and are still struggling with various issues, a lot of associations have come forward to provide solutions and establish specific rules with the government. Some of them are -
AMRA – American Mobile Retail Association lists over eighty members in operation throughout
be promulgated by city’s Fire Department, Public Works, and Public Health. _I will follow all local ordinances. _I will maintain the overall appearance of my Mobile Retail Truck— proper paint, lighting, mechanical maintenance, cleanliness. _I will refrain from operating my Mobile Retail Truck near any brick and mortars selling the same or similar goods or merchandise, unless invited by the same. _I will refrain from polluting the environment and littering the streets. _I will keep a garbage can on my Mobile Retail Truck at all times.
every region in the country, and two members from Canada. It was created by the owners of Le Fashion Truck upon the popular and quick growth of mobile boutiques in the US. Catering to both mobile retailers and their communities, the AMRA strives to: _unite mobile retail businesses by providing support and assistance to one another. _educate the public and city officials of the many benefits of mobile retail. _assist potential and existing mobile retailers in their business ventures. _work together to lift outdated restrictions on mobile retail vending. _collaborate with businesses for mobile retail events and fundraisers. AMRA lists a Code of Ethics for its members to practice good mobile retail_I will maintain a valid permit and/or business license while operating my Mobile Retail Truck. _I will maintain all necessary insurance while operating my Mobile Retail Truck. _I will conduct no illegal activities while operating my Mobile Retail Truck. _I shall follow any rules and regulations that may
Find a Fashion Truck, or mobile boutique, was created by two women who have a love for fashion, design, and empowering others, especially women, to own their own business.
Nache Snow from tallook.com and Astral Riles from astralriles.com This Washington based company has around 300 trucks listed which are in United States. Find a Fashion Truck also has a podcast called ‘Can I park here?’, on which they have topics like, “What It Takes to Build a Fashion Truck Brand and How it Can Lead to a Brick and Mortar” and “Comparing CMS Platforms for Building a Website”. Chapter 2
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2.2 SILICON VALLEY OVERVIEW _History _The Dot-com Bubble _Tech Boom 2.0 _Population _Culture _Company Demographics
Stretching along the peninsula southwest of San Francisco Bay, Silicon Valley is a breeding ground for high-tech startups. It includes all the industries the Valley has helped flourish, providing growth for technology that shapes our lives in various ways. The minds and innovation that live and thrive here hold the keys to future technology innovation. The San Francisco Bay Area receives more than 50 percent of the country’s VC funding. Silicon Valley offers unparalleled access to high-quality engineers, a risk-taking culture, venture capitalists and superb universities. Bay Area innovation is changing the way we do everything – from Uber disrupting the taxi industry, to Twitter disrupting the media industry and Facebook disrupting the communications industry.
HISTORY The history of Silicon Valley goes as far back as 1939 when David Packard and William Hewlett established a little electronics company in a Palo Alto garage. That garage would later be dubbed “the Birthplace of Silicon Valley.” A few years later when the Russians launched Sputnik, NASA was created in America. This lead to the demand for high-powered components to be developed in order to put the first person on the moon. Fulfilling that need was Fairchild Semiconductor, which was founded in the Bay Area in the midst of Cold War competition. The seminal event was the spark that ignited Silicon Valley’s innovative, risk-taking culture. After that the hardware industries like Intel and AMD flourished, it lead to the emergence of the software and internet industries. THE DOT-COM BUBBLE The Dot-com Bubble was a speculative bubble in the shares of early internet companies called “Dot-coms.” By early 1990s personal computers were gaining poplularity as they became useful business tools that granted users a significant boost in productivity. The operating system company Microsoft (situated in the SIlicon Valley), prospered enormously as almost every computer system sold had their software licensed on it.
the shares would become very valuable when company eventually went public. The majority of the software companies that were started during this era were located in Silicon Valley. By 1994, the internet first became available to the general public. Almost immediately, businesses saw the internet as a significant profit opportunity. As the internet became increasingly commercialized, technology stocks soared even more. From 1996 to 2000, the NASDAQ stock index exploded from 600 to 5,000 points. “Dot-com” companies were run by people who were barely out of college and were going public and raising hundreds of millions of dollars of capital. By early 2000, the NASDAQ stock index crashed from 5,000 to 2,000 and further plunged to 800 by 2002 and hence by 2001, the U.S. economy experienced a post dot-com bubble recession. TECH BOOM 2.0 Since in 2013, a second high-tech surge is upon the Silicon Valley, fueled partially by the growing adoption of cloud services, accompanying mobile technologies and, last but not least, the social media revolution. The Dow Jones Industrial Average and the S&P 500 are at or near historic highs and the NASDAQ has delivered consistent growth. Companies like Apple, Facebook and Google are leading this charge, driving new wealth as they continue to grow and pouring dollars into their local, national and international economies.
Eventually, software companies took over hardware companies as they made profits by selling licensed software which would cost very little to reproduce and this lead to high stock value throughout the 1990s. This enthusiam over software business lead to the creation of many small software start ups. Many of these caught the attention of Venture Capitalists. By this point, startups began to pay their employees with company shares with the intention that Chapter 2
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According to the Silicon Valley index 2016 Jobs: Silicon Valley total jobs grew by 4.3 percent in 2015, beating the annual pace of 4.1 percent set in 2014. Wages: Average annual income in 2015, adjusted for inflation, was $110,634 in Silicon Valley, up 5.6 percent from the year before. Housing: The median sales price for homes in Silicon Valley was $830,000 in 2015, up 6 percent from 2014. Industry boom: 83 percent, or 38 of the 46 industries tracked by the index, added jobs in 2015. That’s up from 54 percent, or 25 of 46 industries, with gains in 2014. Commercial real estate: Silicon Valley government agencies approved 23.2 million square feet of office, warehouse and retail space during 2015 and 2014, including 12.2 million in 2015.
The 2016 Silicon Valley Index also warned of a shrinking middle class, fewer jobs available at mid-level wages, rising housing costs and worsening transportation. THE TECH BOOM 2.0 WILL CONTINUE According to Mandel, this tech boom, unlike the previous one, is not being driven by debt. The dot-com boom should have been better called the fiber-telecom boom. Companies such as WorldCom and Global Crossing borrowed massive amounts of money to lay fiber cable, buy network routers, hire software developers, construct buildings, and so forth. When the boom ended, all that borrowing and spending smashed to a halt. Because companies such as Twitter are not being primarily fueled by debt, they are much less susceptible to a sudden halt.
POPULATION Silicon Valley’s population is approximately three million, and a large portion of its residents live within just six of its 39 cities. The population is growing rapidly – several cities are growing up to four times faster than the state as a whole. The growth rate shot up between 2011 and 2012, and in 2013 was higher than any other year since 1998. Silicon Valley’s rapid population growth is occurring despite declining birth rates since 2008, and is driven by foreign immigration as well as natural growth. Three million is equivalent to nearly one percent of the entire United States population and 7.7% of the California population, despite being only 0.05% and 1.2% of the respective land areas
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Between January 2014 and January 2015, there were 16 counties that grew faster than the State of California (+0.93%). San Francisco ranked 3rd (+1.28%), Santa Clara – which was the fastest growing county in the state the year before – ranked 7th (+1.16%), and San Mateo County ranked 12th (+1%). For comparison, the United States population as a whole grew 0.73% over that same period of time.
Between 2005 and 2015, the population in Santa Clara and San Mateo Counties grew by 12.0% (including a 10.5% increase in the number of males, and 13.6% increase in females). By percent growth, the age categories that grew most drastically were 20-29 (+18.4%), 50-59 (+19.4%), 60-69 (+55.8%), 70-79 (+28.5%) and 80+ (+40.4%). Based on number of people, the highest growth age categories between 2005 and 2015 were 20-29 (+49,598), 50-59 (+60,580), and 60-69 (+97,125). Growth in the latter two age categories are consistent with the aging ‘Baby Boomers’ – the oldest of whom were 59 in 2005 and 69 in 2015. Chapter 2
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Approximately 45% of the general Valley population has at least an undergraduate university degree, compared with 28% for the United States as a whole. Nearly 20% hold a graduate or professional degree. The area’s high tech companies attract talent from aroud the world: More than 60% of the college graduates working in science and engineering fields in Silicon Valley were born outside of the United States. This diversity has lead to remarkable cross-pollination of ideas. (Accenture Report California Dreaming)
CULTURE The corporate culture of the Silicon Valley may look laid back, from the casual attire to coffee-shop hangouts, but it also includes a frentic pace and aggressive deadlines. It has extremely dedicated professionals and the employees have strong loyalties to the company, but their committment is really to the larger overall cause of creating the technological future. And that’s one reason why they make the switch companies really easy. Most employers in the Silicon Valley place a high premium on keeping workers happy. A 700-person experiment was conducted in Britain by the Social Market Foundation and the University of Warwick’s Centre for Competitive Advantage in the Global Economy and it has concrete evidence that happier employees are more productive in the workplace. The experiment showed that productivity increased by an average of 12%, and reached as high as 20% above the control group. Based on this analysis, in order to keep their employees happy, many corporate companies aim to provide an overall campus experience to their employees. This leads to loyal, happy and productive employees. For example, Google jobs are some of the most sought after positions in the entire tech industry. Employees who work for the search giant don’t have to worry about much besides their work. Google says, “the array of benefits of perks aim to ensure that Googlers remain happy and healthy in all aspects of their lives.”
Similarly Facebook, which has been labeled as Silicon Valley’s happiest workforce, has several perks for its employees. Field Visit - Facebook - October 2015 I did a Facebook campus visit to learn more about the culture of the company. Touring the campus for a couple of hours and more, I was truly amazed by the amount of perks and importance it gives it’s employees. Be it snacks and drinks everywhere, or amazing graffiti art on walls, or the huge rooftop garden, everything was totally awesome. The Palo Alto inspired ‘Facebook village’ had bikes all around to ride from one building to another. According to my observation, these corporate companies try their best to provide their employees perks and benefits and make the office space a less stressful environment. They want their employees to be relaxed at work and provide them with enough breaks and entertainment options. And that is why I feel that Typical Guy Stuff which has an experiential element to it, will work well with the current corporate culture of these offices.
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COMPANY DEMOGRAPHICS We went through diversity reports of a few major corporate offices in and around the Silicon Valley, like, Google, Facebook, Intel, Apple, etc. The lack of diversity is a trending topic in the Silicon Valley. After analyzing these company’s data, it turns out that men are predominant in the industry. The target market for Typical Guy Stuff is men. On an average, the percentage of men is 69% in the total representation of companies and in Tech it is around 75%. White men are predominant, followed by Asians and then Hispanic.
INTEL - WORK DIVERSITY REPORT Intel Corporation is an American multinational technology company headquartered in Santa Clara, California.
Source: http://www.intel.com/content/www/us/en/diversity/diversity-in-technology-intel-2015-midyear-progress-report.html
GOOGLE - WORK DIVERSITY REPORT Google is an American multinational technology company specializing in Internet-related services and products that include online advertising technologies, search, cloud computing, and software. It is headquartered in Mountain View, California.
Source: https://www.google.com/diversity/
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FACEBOOK - WORK DIVERSITY REPORT Facebook is a for-profit corporation and online social networking service based in Menlo Park, California, United States. Source: http://newsroom.fb.com/news/2015/06/drivingdiversity-at-facebook/
APPLE - WORK DIVERSITY REPORT Apple Inc. is an American multinational technology company headquartered in Cupertino, California, that designs, develops, and sells consumer electronics, computer software, and online services. Its hardware products include the iPhone smartphone, the iPad tablet computer, the Mac personal computer, the iPod portable media player, the Apple Watch smartwatch, and the Apple TV digital media player.
Source: http://www.apple.com/diversity/ Chapter 2
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INTUIT - WORK DIVERSITY REPORT Intuit Inc. is an American enterprise software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals. It is incorporated in Delaware and headquartered in Mountain View, California.
Source: http://www.intuit.com/company/profile/diversity/
EBAY INC. - WORK DIVERSITY REPORT eBay Inc. is an American multinational corporation and e-commerce company, providing consumer-toconsumer and business-to-consumer sales services via the internet. It is headquartered in San Jose, California.
Source: https://www.ebayinc.com/stories/news/building-stronger-better-more-diverse-ebay/
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2.3 MARKET SURVEY
PRIMARY RESEARCH
_2.1 Industry Analysis _2.2 Silicon Valley Overview _2.3 Market Survey
Followed by the secondary research, I did a primary research where my sample size was 103 men based around the Bay Area, it included students and working professionals. Data I collected was as follows--
AGE GROUP
Majority in two age groups 24-30 and 18-23
EDUCATION Majority of the sample size has a Bachelors Degree, closely followed by people who have Master’s Degree.
OCCUPATION 44% of the sample size is in the Technology Sector, and 29% are students.
INCOME GROUP
Top income groups : $75,001 to $100,000 $50,000 to $75,000 closely followed by $100,001 to $150,000
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HOW WOULD YOU DESCRIBE YOUR STYLE?
HOW IMPORTANT IS NEW TECHNOLOGY IN YOUR LIFESTYLE?
HOW IMPORTANT IS FASHION IN YOUR LIFESTYLE?
HOW IMPORTANT ARE POP CULTURE ITEMS LIKE COLLECTIBLES & CHARACTER MERCHANDISE IN YOUR LIFESTYLE?
HOW IMPORTANT IS TRAVEL IN YOUR LIFESTYLE?
The majority of the sample size described their style as casual, this matches with my secondary research from Mintel, which stated that casualization is trending. Fashion is somewhat important to their lifestyle, however, new technology and character merchandise come in the very imporant category, this again confirms my secondary research of character merchandise gaining popularity.
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HOW IMPORTANT IS CUSTOMER SERVICE WHILE SHOPPING?
HOW IMPORTANT IS STORE EXPERIENCE WHILE SHOPPING?
HOW IMPORTANT IS PRODUCT QUALITY WHILE SHOPPING?
HOW IMPORTANT IS TECHNOLOGY ADVANCEMENT WHILE SHOPPING?
MAXIMUM PRICE THE SAMPLE IS READY TO SPEND ON THE LISTED CATEGORIES
The survey showed that the sample size considers product quality the most important factor while shopping, closely followed by store experience and customer service. The sample size also considers technology advancement in a store also somewhat important. After doing a study on the maximum price our sample size is willing to spend on product categories, I realized that they would prefer a medium to high price range in clothing and are inclined to spend a higher amount on quirky gadgets.
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3.0 TARGET MARKET _3.1 _3.2 _3.3 _3.4 _3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
3.1 OVERVIEW _3.1 _3.2 _3.3 _3.4 _3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
Typical Guy Stuff as the name suggests is a men’s brand. Our customers are young working professionals in the Bay Area – primarily in cities like San Jose, Palo Alto, Mountain View, etc. They have a medium to high income and lie in the age group of 22-38. These men generally work in the technology sector and are mostly single. They are tech savvy and are among the established and emerging leaders at work, yet they continue to seek challenges. They enjoy the laid back lifestyle of the Bay Area, but are extremely committed professionals. They are openly expressive about their tastes, independence and personality and this image matters a lot to them. TGS’s market can be divided into three parts – primary, secondary and tertiary. Our primary consumers are between the age of 22-27 who are just starting their career and identifying their personal style and will spend majority of their money on themselves. Secondary market consists of customers within the age of 2833 who are working professionals with a decent DPI. They are highly educated and ethnically mixed. Our tertiary market consists of the slightly older customer (3440) who might not be a techie but still is from a well-to-do background. They have a liberal lifestyle and are a progressive mix of single, couples and families. They are early adopters.
Source: Silicon Valley Index 2016
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3.2 MARKET SEGMENTATION _3.1 _3.2 _3.3 _3.4 _3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
According to the market research section, the total population of the Silicon Valley is around 3 million. According to the charts, the age group that Typical Guy Stuff is targeting fits between 20-29 (Primary) and 30-39 (Secondary). 2015 Male population of San Francisco and Santa Clara and San Mateo Counties is approximately around 479,000 men. Source : Silicon Valley Index
Total Silicon Valley Population -Number of men in Santa Clara & San Mateo county between ages 20-29 in 2015 ~140,000 Number of men in San Francisco county between ages 20-29 in 2015 ~62,000 Number of men in Santa Clara & San Mateo county between ages 30-39 in 2015 ~195,000 Number of men in San Francisco county between ages 30-39 in 2015 ~82,000 Which makes it a total of 479,000 men in total. **San Francisco is included because many of San Francisco residents travel to the Silicon Valley for their jobs. TGS also plans to stay in Proxy SF over certain weekends and tech conference periods.
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3.3 PRIMARY CUSTOMER _3.1 _3.2 _3.3 _3.4 _3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
Geographic
Young working professionals in and around San Francisco, Menlo Park, Mountain View, Palo Alto, San Jose, etc. Demographics _Age Range - 22-27 _Occupation - Technology sector _Gender - Male _Family Size – Mostly Single VALS type : Innovators They are successful, sophisticated, take charge people with high self-esteem. They are the most receptive to new ideas and technologies. They are active consumers and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to them, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life. Favorite Things _A rewarding experience _Problem solving _Personal challenges _Authentic products
CONNOR NICHOLSON Age : 24 Occupation : Software Engineer at Facebook Income : $100,000-$150,000 per year Regularly Reads : WIRED, Comics, Reddit, Avid
Quora User Sports : Into board games and other indoor activities
Psychographics _Interests include gaming, film (both artsy and anything Will Ferrel stars in), collecting gadgets/tech, computing, coding, hacking, techno music, screen printing, etc. _A fan of gadgets. _Less experimental with food but once he gets a hang of something new and ends up liking it, he is loyal to that cuisine. _Spends hours in indulging in what he loves, be it coding, gaming or comics. _Has an insatiable need to know everything and tends to be ‘ethnocentric’. _Tends to have an argumentative nature and stands for what he believes in, mostly by stating factual data.
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3.4 SECONDARY CUSTOMER _3.1 _3.2 _3.3 _3.4 _3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
Geographic Working professionals in and around San Francisco, Menlo Park, Mountain View, Palo Alto, San Jose, etc. Â Demographics _Age Range - 28-33 _Occupation - Tech/consulting/business/Mix _Gender - Male _Family Size - Single or couple. No kids. Nielson Segment - Young Digerati Midscale to upscale College educated and ethnically diverse American Tend to frequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology. Tech-savvy and live in fashionable neighborhoods. Typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew. VALS Type - Innovators
DYLAN SMITH Age: 29 Occupation: Technical Manager at a Google Inc. Income: $150,000-$175,000 per year Regularly Reads: GQ, Esquire and Malcolm Gladwell Books like Blink and Outliers Sports: Occasionally plays Tennis
Psychographics
_He is a convenience-oriented guy. Doesn’t practice any political, religious or social views, at the same time doesn’t go out of his way to follow anything against it. _Enjoys beer but doesn’t mind attending various wine-tasting or food tasting events. _An American by heart, he loves eating everything American. But is very adaptable and doesn’t mind indulging in occasional sushi or shawarmas. _Uses expensive cologne, has a messy side part but is clean shaven. _In his free time he likes playing his Xbox or a game of FIFA with his pals. _He is good looking, charming and a really good talker with an impressive vocabulary.
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3.5 TERTIARY CUSTOMER _3.1 _3.2 _3.3 _3.4 _3.5
Overview Market Segmentation Primary Customer Secondary Customer Tertiary Customer
Geographic Bay Area Residents, who travel for work to everyday or visit the city during weekends. My tertiary target market is the Bohemian Mix (Neilson Segment). They too come under the Social group of Urban Uptown (same as young digerati). Their lifestyle stage is young achievers. They are young, hip singles who’ve recently settled in metro neighborhoods. Their income ranges from working class to well-to- do, but most are still renting apartments in cities or close-in suburbs. The Bohemian Mixers hold the 2,262,800 (1.87%) of US households. San Francisco and the bay area is one of the Hotspots for this group.
Nielson Segment - Bohemian Mixers A collection of mobile urbanites, Bohemian Mix represents the nation’s most liberal lifestyles. Its residents are an ethnically diverse, progressive mix of young singles, couples, and families ranging from students to professionals. In their funky row houses and apartments, Bohemian Mixers are the early adopters who are quick to check out the latest movie, nightclub, laptop, and microbrew. Demographics _Income: Upper Mid _Income Producing Assets: Above Avg _Age Ranges: 34-40 _Presence of Kids: Family Mix _Homeownership: Renters _Employment Levels: White Collar, Mix _Education Levels: College Graduate _Ethnic Diversity: White, Black, Asian, Hispanic, Mix VALS type: Experiencers They are young, enthusiastic, and impulsive consumers. Motivated by self-expression, They seek variety and excitement, savoring the new, and the risky. Their energy finds an outlet in exercise, sports, outdoor recreation, and social activities. Experiencers are avid consumers and spend a comparatively high proportion of their income on fashion, entertainment, and socializing. Their purchases reflect the emphasis that they place on looking good
and having “cool” stuff.
Favorite Things: _A social-media following _Being entertained _Being established _The ability to purchase
ETHAN ANDERSON Age: 35 Occupation: Art Director of a Lifestyle Magazine and a self appointed blogger Income: $75,000-$100,000 Regularly Reads: Follows various blogs like A Continuous Lean, All Plaidout and Humans of New York. Sports: None but hits the gym sometimes
Psychographics _He has an indie spirit embedded in him. He loves everything contemporary. _His ride is not the vintage Ford Bronco he always wanted, rather the Bart/Muni. _He prefers Uber/Lyft for travelling around. Doesn’t want the hassle of Parking in the city area. _Favorite Things: Factory Visits, Small Towns, Artisan Pop-Up Shops.
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4.0 COMPETITIVE ANALYSIS _4.1 _4.2 _4.3 _4.4 _4.5
Overview & Analysis Direct Competitors Indirect Competitors Competitive Advantages SWOT Analysis
4.1 OVERVIEW & ANALYSIS _4.1 _4.2 _4.3 _4.4 _4.5
Overview & Analysis Direct Competitors Indirect Competitors Competitive Advantages SWOT Analysis
Typical Guy Stuff’s competitors are mostly online because of such a wide product assortment, with several geeky categories found in specialized geeky online stores. Since Typical Guy Stuff is a unique mix of modern clothing, quirky gadgets and character merchandise, our competitors have to fulfill at least one or more area. The competing stores may carry assortments in different categories, but if the products they carry are for home/office decor purpose then the store is seen as a competitor. Additionally, if the store carries clothing brands similar to Typical Guy Stuff and is in similar locations, then it is seen as a competitor. Our Direct Competitors are Think Geek (geeky clothing and merchandise), Smoko (fun home/office lifestyle), and Huckberry (similar clothing and accessories) and indirect competitors are Aether (location, modern, functional clothing), Society6 (character merchandise) and Welcome Stranger (location and modern clothing).
COMPARATIVE ANALYSIS BRANDS
PLACE
TYPICAL GUY STUFF
Direct
Direct
Direct
Indirect
Indirect
THINK GEEK
SMOKO
HUCKBERRY
SOCIETY6
AETHER
Around the
Online +
Online. HQ
Online Store. Online.
Silicon Valley
One store
based in LA HQ based
Bay Area
in Orlando,
(Fashion
Florida
in SF
Indirect WELCOME STRANGER
3 Retail
2 Retail
HQ based
Stores - LA,
Stores - San
in Santa
NY, SF +
Francisco
Monica
1 Outpost
and Berke-
Store + an
ley
Truck)
airstream
PRODUCT
Clothing,
Clothing,
‘Bring
Active,
Collaborates
Performance Everyday
grooming
scientific
fun to
modern and
with artists
outerwear
staples for
& geeky
gadgets,
workplace
stylish gear
and put their
for the
men with
fun stuff
office toys,
toys’, USB/
for men.
art on tees,
modern,
a North
like quirky
unusual
wireless
(watches,
mugs, rugs,
fashion
California
gadgets &
computer
warmers,
clothing,
blankets,
minded
aesthetic
collectibles
peripherals
collectibles, bags, etc)
etc.
clintelle
etc.
BRANDS
PRICE
PROMOTION
Saturdays
Private Label Private La-
Private label
Private Label Private Label Private label
NYC, Minis-
- ThinkLabs
bel + Suck
+ Flint & Tin-
(artist Col-
and other
try of Supply, + Smoko,
UK, Funko
der, Apolis,
laboration)
brands like
Funko Pop,
Funko Pop,
Pop, etc.
Bellroy, Topo
Life/After/
Smoko,
etc.
Designs, etc.
Denim, Rag
Sunski,
& Bone,
Design By
Saturdays
Humans
NYC
$20 - $450
$20 - $2000
$10 - $100
$20 - $1000
$15 - $300
$50 - $900
$40 - $650
Social Media
Mailing List,
Social
Member only Social Me-
Mailing List,
Instagram,
Presence,
Social Media
Media
sales, Am-
dia, Mailing
Social Me-
Optical Pop-
Exclusive
Presence,
presence,
bassadors
List, SEM
dia, Exclu-
up shop,
meet-up,
Reward
exclusive in-
What’s in
programs,
sive meet-
find the truck points,
the box
artist high-
ups, Fashion store events
competitions quirky cam-
campaign,
lights, etc.
Truck, Brand like Bacon
paigns
USP
SEM and
Image based Nights
mailing list
journal
Mobile
exclusive
One-
Members
Fashion
geeky
of-a kind
only, Cleverly ety of prints
A huge vari-
Very high
Local made
quality cloth-
products
Truck, chic,
merchandise products.
arranged
because of a ing usually
(Private
modern vibe
within a pri-
Cute factor
site makes it
strong artist
with a clean
label), All
represented
vate label.
to the label
very easy to
base. Variety
and minimal
products are
in a whim-
but at the
shop
of products
aesthetic.
inspired by
sical, quirky
same time
Usually utility
the North
way
functional
based outer-
California
wear
surroundings Chapter 4
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4.2
THINK GEEK
DIRECT COMPETITORS _4.1 _4.2 _4.3 _4.4 _4.5
Overview & Analysis Direct Competitors Indirect Competitors Competitive Advantages SWOT Analysis
Think Geek is an American e-commerce platform that caters to computer enthusiasts and other ‘geeky’ social groups. Owned by Geeknet.inc, Think Geek was founded in 1999 and is based in Fairfax Virginia and is now a subsidiary unit of GameStop. Their merchandise caters to the Geek Culture, which includes clothing, electronics, scientific gadgets, unusual computer peripherals, office toys, pet toys, child toys, caffeinated drinks and candy. This company grew steadily and revenues reached 118.9 million in 2012 (Chaney, The Washington Post 2012). It is currently ranked as one of the top online retailers, listing as #175 on the Internet Retailer Top 500 list. It now has one retail store in Orlando, Florida. They have their own private label called GeekLabs but they sell various other brands like Smoko, Suck UK, County Meath, etc. Along with one-of-a kind products, Think Geek runs a points to reward system called Geek Points under which customers can earn rewards for buying more products.
On April 1st every year, Think Geek posts a fake homepage with absurd fictional products. Some of these products have been so popular that they have been made into actual products such a 8-Bit Tie, Tauntaun sleeping bag, etc.
Strengths _Innovative products _Strong Marketing _Already an established brand. A go-to for all geeks Weaknesses _Website merchandising _Confusing categories _Less fashion clothing
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SMOKO
Smoko is an American online retailer based out of Los Angeles, California. They partner with designers from top design schools like Rhode Island School of Design and Pasadena Art Center and make products that ‘bring fun to your workplace’. Their best product to date is their USB Toast handwarmers which got really popular among customers. Their merchandise varies from cute-sy stuff like unicorn light up slippers to robot cleaning balls. They have a private label called Smokomade and they also sell from various brands like, Funko Pop, Suck UK, etc. Strengths _Innovative, focused products _Great product quality _Competitive Pricing Weaknesses _No clothing _Smokomade products are extremely specific and may not appeal to a wider group _Poor marketing lead to less recognition
HUCKBERRY
Huckberry is a men’s clothing, gear and grooming online retailer based in San Francisco. It was launched in 2011 by Andy Forch and Richard Greiner. They sell goods like watches, clothing, footwear, everyday carry and bags. Their top brands include, Tuft & Needle, Apolis, Flint & Tinder, Knockaround, Topo Designs, Bellroy, etc. Their cleverly arranged site organizes goods into constantly refreshed shops, making it easy to both find basics like boxers and grooming supplies and discover new, worthy brands while searching. Marketing wise they have an Ambassadors program, Artist Spotlight sections, Field Guide Series and a lot of other outdoorsy stuff. Strengths _Wide assortment length _Clever website merchandising _Strong, unique gifts section (includes innovative and quirky gadgets and other basics) Weaknesses _less character merchandise _uses less marketing channels Chapter 4
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4.3
SOCIETY6
INDIRECT COMPETITORS _4.1 _4.2 _4.3 _4.4 _4.5
Overview & Analysis Direct Competitors Indirect Competitors Competitive Advantages SWOT Analysis
Society6 is home to hundreds of thousands of artists from around the globe, uploading and selling their original works as 30+ premium consumer goods from Art Prints to Throw Blankets. The artists create, Society6 produce and fulfill, and every purchase pays an artist. Located in Santa Monica, they sell online.
Strengths _A great selection of character merchandise _Prints are available on different merchandise (clocks, rugs, shower curtains, pillows, clothing, etc.) _Competitive pricing Weaknesses _Not a selective customer base because of varied art styles _Mixed reactions from customers in terms of quality
WELCOME STRANGER
Established in 2010, Welcome Stranger is a menswear brand (multi brand boutique) which carries everyday staples designed and inspired by the Northern California Surroundings and the rich counterculture of the Bay Area. They have two stores in total, one in the Hayes Valley area of San Francisco and other in Berkeley. They promote themselves through bloggers, tumblr and Instagram. Strengths _70% of merchandise is produced in US _well balanced assortment plan _Good assortment of home and gift section Weaknesses _Poor online presence _Works on community based marketing. Less marketing channels-active only on Instagram _Since pricing is medium to high, customers have mixed reactions to their pricing strategy
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AETHER
Founded in 2009 by Jonah Smith and Palmer West, Aether has 3 locations - Los Angeles, New York, and San Francisco. It was created with the simple idea of making modern, technical gear that works equally well in urban environments as it does in the outdoors. Aether offers performance outerwear with a refined aesthetic for both men and women by utilizing technical fabrics in a more sophisticated form. The brand’s apparel and accessories are thoughtfully designed and constructed using only the finest materials. It is a brand for the person who appreciates function and fashion, an adventurer who still wants to look good. Strengths _Very loyal customers _High quality products _Customer Service _Tour-based mobile boutique Weaknesses _Extremely selective customer base _Can be perceived as too expensive _Poor recognition
4.4 _Catering to a target market (the tech guys specifically) which has not been completely addressed individually in the fashion sector - Niche Market - Providing these guys with a store and experience that they can go to. _The product and pricing mix is determined by the shopping behavior and consumer patterns presented by this market through primary research. The merchandise selected will be exclusive for the ‘typical guy’.
competitive advantage _4.1 Overview & Analysis _4.2 Direct Competitors _4.3 Indirect Competitors _4.4 Competitive Advantages _4.5 SWOT Analysis
_Mobile – on wheels – TGS is not waiting for customers to come to them, it is going to reach out to them and make itself visible at their work places and at weekend pop-up stores. None of my competitors are doing it right now except for Aether, which sometimes does it as a pop-up. _The unique whimsical, goofy yet modern aspect of the brand is going to appeal to more than one type of customer. _Will be attempting to come up with unique and creative marketing and customer engagement ideas which are not restricted to social media channels and word of mouth. _Extra attention to customer experience will be given which has been proven that it is much needed after the primary and secondary research.
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4.5
SOCIETY6 SWOT ANALYSIS
SWOT ANALYSIS _4.1 _4.2 _4.3 _4.4 _4.5
Overview & Analysis Direct Competitors Indirect Competitors Competitive Advantages SWOT Analysis
Strengths _An exclusive young, geeky, goofy vibe _Small intimate team – better employee experience and management _Focus on customer and brand experience _Mobile – Outreaching customers and less investment required than a brick and mortar store _Strong assortment plan which is a mix of modern clothing, geeky merchandise and grooming products
WEAKNESSES _New Brand (less visibility) _Capital investment required for buying the airstream and car _Narrow geographic market _New, smaller brands may lead to a weak supply chain _No permanent location can confuse customers making it hard for them to follow us _Current situation of lack of laws for mobile retail vendors
OPPORTUNITIES _High acceptance of European brands among American consumers who are willing to pay more _Technological advancements like Beacon Data to help optimize staff efficiency and different other apps for efficient inventory management to increase visibility to customers _More and more social media channels are turning into sales channels – eg pinterest and instagram _San Francisco Bill for Retail Trucks _Eventually courting in the HENRYs and women who shop for men and create a wider consumer base
THREATS _Economic slowdown may affect the purchasing power of the customer _Other new emerging menswear labels _New wage law - $15/hour by 2018 – High employee procurement cost _40% of returns are made because of wrong fit which leads to poor customer experience _Cyber fraud and Security Issues _Tech Bubble Burst might lead to recession and employees being laid off from corporate offices
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5.0 MERCHANDISE PLAN _5.1 _5.2 _5.3 _5.4 _5.5 _5.6
Overview Merchandise Summary Brands Business Time Action Sourcing Plan Pricing Approach
5.1 OVERVIEW _5.1 _5.2 _5.3 _5.4 _5.5 _5.6
Overview Merchandise Summary Brands Business Time Action Sourcing Plan Pricing Approach
Typical Guy Stuff caters to the needs and whims of a ‘typical guy’ (yes, quite literally). Our merchandise varies from clothing to grooming products to fun, quirky gadgets and lifestyle collectibles. We’ll be carrying a total of 19 brands, out of which 8 are clothing, 2 are grooming and the rest are a mix between lifestyle products, quirky gadgets and accessories. Our products are high in quality and functionality. Around 70% of our merchandise is designed and crafted in United States within a price range of $12 to $450.
5.2 Our merchandise is divided into three categories _Clothing _Grooming products & Accessories _Fun Stuff
MERCHANDISE SUMMARY _5.1 Overview _5.2 Merchandise Summary _5.3 Brands _5.4 Business Time Action _5.5 Sourcing Plan _5.6 Pricing Approach
Clothing comprises of 56% of the entire merchandise, which includes, graphic tees, shirts, sweaters, outerwear, shorts and a really small selection of pants. The Fun Stuff category (33%) comprises of quirky gadgets, toys, collectibles, geeky home and office decor products. We also have a really small selection of grooming products and accessories which comprise of skin & shave kits, pomades, sunglasses and socks. Price range for each category_Clothing _Fun Stuff _Grooming Products _Accessories
$20 $10 $12 $10
-
$450 $350 $120 $58
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5.3 BRANDS _5.1 _5.2 _5.3 _5.4 _5.5 _5.6
Overview Merchandise Summary Brands Business Time Action Sourcing Plan Pricing Approach
In terms of units, for clothing, Saturdays NYC has the highest number of units for the year (Fall + Spring), followed by Life After Denim, Ministry of Supply, Iron & Resin and United by Blue. In terms of style, Saturdays NYC and Life After Denim have a similar modern appeal. United by Blue and Iron & Resin also follow a similar outdoorsy aesthetic pattern. Ministry of Supply is a clothing brand whose clothing is versatile and the focus revolves around fit, comfort and function. They use high performance, technical fabrics for best results. The rest of the brands (Design by Humans, Out of Print and Busted Tees) together form a large percentage of printed tees and hoodies with various pop culture references and designs.
CLOTHING BRANDS - COMPOSITION
FUN STUFF BRANDS - COMPOSITION In terms of units, for fun brands, Smoko and Design by Humans are leading. They comprise of quirky gadgets, wall arts, phone cases, toys and laptop skins. Impossible has a selective range of basic and theme based cameras but it takes up 11% of the category because of the numbers of films for each camera which have been counted separately. Funko Pop and CandyLab Toys make up for 9% and 13% respectively as Typical Guy Stuff plans to keep a variety of collectibles in its plan. The rest of the brands that are barely 1-3% are actually single product brands, hence the units are less because TGS is buying per piece.
ACCESSORY + GROOMING BRANDS - COMPOSITION
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OUT OF PRINT
Founded in 2010, this Brooklyn based apparel company started by putting famous, recognizable book covers on t-shirts and now they have expanded into all kinds of literary merchandise, from tote bags to iPhone cases to socks to baby onesies. Out of Print is dedicated to celebrating our favorite stories while promoting literacy in underserved communities. Each product sold donates a book to a community in need through their charity partner, Books For Africa. It also supports the authors, publishers and artists who made these iconic works an integral part of our lives. LOCATION Brooklyn, New York
MINIMUM ORDER $500
CATEGORY Clothing & fun stuff
LEAD TIME 1 month
WEBSITE & CONTACT INFO outofprintclothing.com help@outofprintclothing.com 844-667-7468 ext 201
DELIVERY 3-5 days PRICE RANGE $28-$56
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BUSTED TEES
Started in 2004, Busted tees has been one of the web’s leading internet based t-shirt brands. Based in Downtown Manhattan, this brand was started by the founders of collegehumor.com and since then their goal is to make people laugh, their t-shirt prints are extremely witty and funny. LOCATION Manhattan, New York
MINIMUM ORDER $250
CATEGORY Clothing (Tees)
LEAD TIME 2 weeks
WEBSITE & CONTACT INFO bustedtees.com 978-857-6090 support@bustedtees.com
DELIVERY 3-5 days PRICE RANGE $20-$48
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DESIGN BY HUMANS
Design By Humans was founded in 2007 with the simple vision of bringing artists from around the globe together, to give them a platform to produce wearable art that tells a story, strengthens humanity and inspires life through creativity and design. Embedded in the culture of Design By Humans is a passion for brilliantly designed tees, detailed illustration and a strong appreciation for all things creative. Every product is hand selected and printed in California using environment friendly phthalate free or water-based inks whenever possible. LOCATION Chico, California
MINIMUM ORDER $250
CATEGORY Clothing & fun stuff
LEAD TIME 2 weeks
WEBSITE & CONTACT INFO designbyhumans.com service@designbyhumans.com
DELIVERY 3-5 days PRICE RANGE $24-$32
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UNITED BY BLUE
United By Blue was founded in 2010, driven by the idea of associating the sale of each product with a concrete environmental action. For every product sold, United By Blue removes one pound of trash from oceans and waterways through company organized and hosted cleanups. LOCATION Old City, Philadelphia
MINIMUM ORDER $1000
CATEGORY Clothing & accessories
LEAD TIME 4 months
WEBSITE & CONTACT INFO unitedbyblue.com wholesale@unitedbyblue.com
DELIVERY 1 week
215-278-7858
PRICE RANGE $12-$350
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IRON & RESIN
Brainchild of several friends who, after decades of collective experience building successful clothing brands, decided to start Iron & Resin. The result is a small, hand built collection of goods that draws heavily upon the founder’s own lifestyles and experiences. Iron & Resin is a product of “one-off” culture. Where men still build, by their own hands, the craft they ride, be it water or land. Their goods are carefully hand crafted and printed one at a time in California. LOCATION Ventura, California
MINIMUM ORDER $1000
CATEGORY Clothing
LEAD TIME 4 months
WEBSITE & CONTACT INFO iironandresin.com 310.367.5154 chris@ironandresin.com
DELIVERY 3-5 days PRICE RANGE $10-$400
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LIFE AFTER DENIM
life/after/denim is a contemporary menswear brand founded in Los Angeles, California in 2009. Clean, laid-back and modern, The brand quickly garnered attention for its effortlessly cool styling that blended east coast sophistication with west coast cool. Their mission is to put the cool back into classic and the quality back into cool. The result: An armory of casual luxury for today’s guy. LOCATION Los Angeles, California
MINIMUM ORDER $1000
CATEGORY Clothing
LEAD TIME 4 months
WEBSITE & CONTACT INFO lifeafterdenim.com 844.292.4744 support@lifeafterdenim.com
DELIVERY 3-5 days PRICE RANGE $48-$400
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SATURDAYS NYC
Saturdays NYC is a New York based clothing and lifestyle brand offering minimalist classic clothing. Cofounded by three founders in 2009 it was determined to suit a lifestyle occupied with surfing, living and working in New York City, Saturdays began selling boards and wetsuits as well fine art and other lifestyle accessories. Today, they design and produce their own menswear line that has become synonymous with high-quality craftsmanship and traditional style. LOCATION New York
MINIMUM ORDER $1000
CATEGORY Clothing & Accessories
LEAD TIME 4 months
WEBSITE & CONTACT INFO saturdaysnyc.com wholesale@saturdaysnyc.com 212-966-7875
DELIVERY 1 week PRICE RANGE $50-$500
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MINISTRY OF SUPPLY
Believes in making clothing smarter and solve the long-standing problems around fit, function, and simplicity. They aim to achieve versatility through capable garments that actually fit the body and are easy to care for and wear, no matter what the customers choose to do in them. LOCATION Boston, MA
MINIMUM ORDER $1000
CATEGORY Clothing
LEAD TIME 4 months
WEBSITE & CONTACT INFO ministryofsupply.com Q@ministryofsupply.com 617-236-4253
DELIVERY 1 week PRICE RANGE $15-$450
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BAXTER OF CALIFORNIA
Baxter of California is one of the original men’s grooming brands created by Baxter Finley in 1965. In the years since then, Baxter of California pioneered a comprehensive range of products tailored to a man’s needs. Years of research by thier experts proved that all skin is not created equal. Their approach is science plus nature, built from the ground up in California. LOCATION Culver City, California
MINIMUM ORDER $1000
CATEGORY Grooming
LEAD TIME 1 month
WEBSITE & CONTACT INFO baxterofcalifornia.com SKillion@baxterofcalifornia.com (310) 237-0475
DELIVERY 3-5 days PRICE RANGE $16-$260
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URSA MAJOR
Ursa Major was created to provide a healthy and highly effective skin care solution that’s also a real pleasure to use – a robust, natural alternative to the bland, toxin-laden products that pervade today’s marketplace. Their advanced formulations artfully blend nature’s most effective ingredients to provide exceptional performance and a truly sublime experience. LOCATION Waterbury, VT
MINIMUM ORDER $1000
CATEGORY Grooming
LEAD TIME 1 month
WEBSITE & CONTACT INFO ursamajorrvt.com wholesale@ursamajorvt.com (802) 560-7116
DELIVERY 3-5 days PRICE RANGE $12-$150
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SUNSKI
Launched by Ted and Micheal on Kickstarter in 2012. Team Sunski is a growing group of sunloving adventurers based in San Francisco, CA. Sunski makes high quality shades that aren’t wildly expensive. They combine design, materials, presentation, and spirit into a product that’s accessible and affordable. Each pair is polarized, and comes in a custom travel box. Member of 1% planet since since day one. LOCATION San Francisco, California
MINIMUM ORDER $1000
CATEGORY Accessories
LEAD TIME 1 month
WEBSITE & CONTACT INFO sunskis.com hello@sunskis.com
DELIVERY 3-5 days PRICE RANGE $48-$58
CANDYLAB TOYS
Candylab Toys was born out of desire to revive the glamorous ‘60s American modernist vibe and carve it into awesome contemporary wood toy designs. LOCATION
MINIMUM ORDER
Manhattan, New York
12 pcs
CATEGORY
LEAD TIME
Toys
2 weeks
WEBSITE & CONTACT INFO
DELIVERY
sunskis.com toymaker@candylabtoys.com
2 days PRICE RANGE
$48-$55 Chapter 5
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FUNKO POP
Funko is a pop culture licensed-focused company located in Everett, Washington. Originally founded as a bobblehead company in 1998 by Mike Becker, the goal was to focus on low-tech, nostalgia-themed toys. Now, Funko’s Pop! Vinyl is the number one stylized vinyl collectible in the world, holding more than 150 licences. LOCATION Everette, Washinnton
MINIMUM ORDER $1000
CATEGORY Collectibles
LEAD TIME 2 weeks
WEBSITE & CONTACT INFO funko-shop.com CONTACT@FUNKO.COM
DELIVERY 3-5 days PRICE RANGE $15-$200
IMPOSSIBLE
Impossible is the future of analog instant photography. It is the only company in the world producing instant film for classic Polaroid cameras. All the cameras are artfully refurbished at their workshops. They are trying to bridge the gap between analog and digital photography. LOCATION Netherlands
MINIMUM ORDER $1000
CATEGORY Polaroid Camera & Film
LEAD TIME 1 week
WEBSITE & CONTACT INFO us.impossible-project.com uswholesale@the-impossible-project.com
DELIVERY 3-5 days PRICE RANGE $30-$400
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SMOKO
LA based company that partners with designers from top design schools, ranging from Pasadena Art Center to Rhode Island School of Design. Their products range from cute USB hand warmers to Tetris Lights. Their main objective is to “bring fun to your workplace”. LOCATION Inglewood, California
MINIMUM ORDER $300
CATEGORY Fun, Quiry gadgets
LEAD TIME 2 weeks
WEBSITE & CONTACT INFO smokonow.com sales@smokonow.com
DELIVERY 3-5 days PRICE RANGE $15-$250
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ACCIDENTLY EXTRAORDINARY LOCATION Oakland, California
Comprising of only two products, their headphone designs combine sustainably grown walnut for unmatched sound with stainless steel and soft leather. MINIMUM ORDER 5 pcs
DELIVERY 3-5 days
LEAD TIME 2 weeks
PRICE RANGE $200
WEBSITE & CONTACT INFO aeheadphones.com info@aeheadphones.com CATEGORY Lifestyle products
NIGHT RUNNER 270
Developed by athletes, Night Runner 270° safely lights the way from dusk till dawn without the hassles of headbands, belts, or straps. Designed for urban running, trail running, hiking, biking, and walking, Night Runner is a hands-free lighting solution that illuminates the path directly in front of its customers. LOCATION Boston, MA
MINIMUM ORDER 8 pcs
DELIVERY 1 week
WEBSITE & CONTACT INFO nightrunner270.com info@nightrunnergear.com
LEAD TIME 2 weeks
PRICE RANGE $60
WHITE WHALE BOLD MIXERS
White Whale bold mixers blend exotic juices and garden fresh herbs to create strong, spirit-forward cocktails that delight the palate and conjure prohibition-era sophistication. Mixing White Whale with recommended spirit will result in a unique and delicious cocktail. LOCATION Durham, North Carolina
MINIMUM ORDER 1 case – 6 bottles
DELIVERY 3-5 days
WEBSITE & CONTACT INFO drinkwhitewhale.com
LEAD TIME 2 days
PRICE RANGE $10
info@drinkwhitewhale.com
ONE LOG FIRE
Using kiln dried logs that burn from the inside, OneLog Fire is easy to light. Each log gives upto two hours of compact fire making it a perfect heat and light source without the mess of a traditional campfire. They use only non-toxic starters that will not flavor food. LOCATION Minneapolis
MINIMUM ORDER 3 cases (6 logs per case)
DELIVERY 3-5 days
WEBSITE & CONTACT INFO donelogfire.com
LEAD TIME 3 days
PRICE RANGE $20
info@onelogfire.com Chapter 5
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5.4 BUSINESS TIME ACTION _5.1 _5.2 _5.3 _5.4 _5.5 _5.6
Overview Merchandise Summary Brands Business Time Action Sourcing Plan Pricing Approach
2016 VENDOR United by Blue
Iron and Resin
Life After Denim
Saturdays NYC
Ministry of Supply
Out of Print
Sunski
Ursa Major Baxter of California
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2016 VENDOR
Season Busted Tees Fall 2016 Winter 16 Reorder Design By Humans Fall 2016 Winter 16 Reorder Spring 17 Summer 17 Reorder CandyLab Toys Fall 2016 Winter 16 Reorder Spring 17 Summer 17 White Whale Fall 2016 Winter 16 Spring 17 Summer 17 Accidently Extraordinary Fall 2016 Spring 17 Impossible Fall 2016 Winter 16 Spring 17 Summer 17 Smoko Fall 2016 Winter 16 Reorder Spring 17 Summer 17 Funko Pop Fall 2016 Winter 16 Reorder Spring 17 Summer 17 Reorder Night Runner 270 Fall 2016 Spring 17 One Log Fire Fall 2016 Spring 17
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5.5 SOURCING PLAN _5.1 _5.2 _5.3 _5.4 _5.5 _5.6
Overview Merchandise Summary Brands Business Time Action Sourcing Plan Pricing Approach
About MAGIC is the world's largest fashion marketplace, comprised of ten communities showcasing the latest in apparel, footwear, accessories, and manufacturing. It takes place every February and August and 60,000+ business insiders convene in Las Vegas to spot and shop the latest trends in men’s, women’s, juniors' and children’s apparel, footwear, and accessories. The variety ranges from advanced contemporary luxury brands, to the latest trends in fast fashion. MAGIC is comprised of Project, The Tents, WWDMAGIC, FN Platform, Sourcing at MAGIC, Project Womens, Men’s, Pool Trade Show, WSA@MAGIC, Playground and CURVENV@MAGIC. Time and Location Every February and August Las Vegas Convention Center and Mandalay Bay Convention Center, Las Vegas, Nevada Contacts Corporate Office 2501 Colorado Avenue, Suite 280 Santa Monica, CA 90404 T 310.857.7500 F 310.857.7510 cs@magiconline.com Attendee Registration & Information 2501 Colorado Avenue, Suite 280 Santa Monica, CA 90404 T 877.554.4834 T 218.740.7092
About WonderCon started in 1987 in Oakland, California as “The Wonderful World of Comics Convention�. It became WonderCon in its 3rd year. In 2002 ComicCon took over this show and moved it from Oakland to San Francisco and eventually to Anaheim. With more than 60,000 visitors, it is literally the sistershow of ComicCon including the variety of exhibitors (around 250) presenting merchandise ranging from different categories like movies, comics, programming and anime. Some exhibitors include, First Person Clothing, Beefy & Co., Cool Mini or Not. Time and Location Around March-April Anaheim, California (might move to San Francisco)
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About West Coast Craft is a juried exhibition of artist and designer craftsmen and women inspired by the mood and aesthetics of the West Coast lifestyle. The attendance is free and open to the general public. It has over 200 exhibitors and around 10,000-15,000 attendes. Some of it’s vendors include, Rare Device, Book Hook Editions, Foggy Nation, Welcome Stranger, Little Paper Planes, etc. Time & Location It takes place for two days every June and November Fort Mason Center, San Francisco info@westcoastcraft.com
5.6 PRICING APPROACH _5.1 Overview _5.2 Merchandise Summary _5.3 Brands _5.4 Business Time Action _5.5 Sourcing Plan _5.6 Pricing Approach
Typical Guy Stuff’s pricing strategy is based on its cost and customer. According to the primary research and studies conducted by Mintel, we know how much our target market is willing to spend on each clothing item. Our products and their pricing were selected according to the research and trends. Since our location is in and around Silicon Valley, our customers have a high disposable income and are convenience oriented. Our merchandise is exclusively selected from various brands and some of our brands have a fast moving inventory because most of them have short lead times which gives us the opportunity to work on a ‘test and learn’ environment, where we can directly cater to the needs of our customers. Since, we are generally at new spots every week, our merchandise is exposed to new customers more frequently. We have decided to put a markup of 60% because are products cater to the latest trends, are high in quality and most of them have a special characteristic to them. At the same time, we will have a variety of promotional activities to simulate customer experience.
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6.0 VISUAL PLAN _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
6.1 BRAND & VISUAL OVERVIEW _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
PHYSIQUE (RATIONALE) Bright Colors (Orange & Blue) Design Sensibility
RELATION (EXCHANGE) Young & Joshing experience Friendly environment Community-based
REFLECTED CUSTOMER Non-conformist Slightly nerdy Open-minded Interested in fun stuff
PERSONALITY (EMOTIONAL) Young & goofy Cool & quirky Fun & friendly
CULTURE (MEANING) Expressing Modernity Convenience for customers
CONSUMER SELF-CONCEPT (PROMISE) Uber cool Casual and relaxed yet chic Free thinking
VISUAL OVERVIEW Typical Guy Stuff’s image is a quirky mix of modern and goofy elements. Hence the identity of the brand and the store will have a similar appeal. Our modern fashion products combined with fun, geeky elements should show in the brand identity and store. Our identity focuses on two bright colors (Orange and Blue) with a playful font. And our store being in an airstream will have the clean, modern ‘space like’ structure. The furniture is all white or in tones of grey. This will make the colorful merchandise pop even more. Since we are cross-merchandising our products, balancing is the key here. We don’t want to overwhelm or confuse our customers. Have have roughly 2550 units for the year but we plan to put only around 500 in our store to avoid clutter. If the customers want to view the rest of the merchandise, they can browse our i-pad kiosk. We will be re-merchandising our products according to the location that we plan to be in during the day. For instance, if we’re at Facebook headquarters, we keep more of our tees and quirky gadgets on display, whereas if we are at Tesla, our products from Ministry of Supply will be the focus.
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6.2 VISUAL IDENTITY _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
SLOGAN young. raw. goofy. FONT Jenna Sue
PRIMARY FONTS SUNN
aBCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789 HELVETICA NEUE LIGHT ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789 GOBOLD ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
LOGOS
TYPICAL
TYPICAL
STUFF
STUFF
GUY GUY XG - Orange C #F36F27
Blue Curacao #18A4A7 Chapter 6
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BRANDING VISITING CARD
LETTER HEAD
ENVELOPE
TAG
SHOPPING BAG Business Card Quote 400 for $119.99 Bone white paper- slight texture (moo.com) Shopping bags Quote 10x15x13 500 for $435 (Victory Store)
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6.3 STORE FACADE _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
Since we are an airstream, our store facade will be the outside of the vehicle. We plan to use vinyl stickers on our airstream and car with our logo and basic brand information in our brand colors.
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6.4
8 Ft
FLOOR PLAN _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
2 Ft
1.5 Ft
7 Ft
2.75 Ft
FLOOR PLAN
2.75 Ft
23 ft by 8 ft = 184 sq ft 1.5 Ft
23 Ft 2 Ft
0.5 Ft
1.5 Ft
6 Ft
1.5 Ft
3 Ft
6.5 FEATURE WALLS
Our store will have 4 display units, 2 merchandise/nesting tables (with hidden storage), 4 storage cabinets, 2 mirrors and 1 cash table/work area. The door and windows will be blocked by the display units, the main store entrance will be from the back. We will also have a small trail room for our customers.
_6.1 Brand & Visual Overview _6.2 Visual Identity _6.3 Store Facade _6.4 Floor Plan _6.5 Feature Walls _6.6 Store Interior _6.7 Furniture
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6.6 STORE INTERIOR _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
_Three walls displaying the merchandise. _Mix of clothing, art prints, collectibles and an iPad Kiosk to browse through other products on the website.
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6.7 FURNITURE _6.1 _6.2 _6.3 _6.4 _6.5 _6.6 _6.7
Brand & Visual Overview Visual Identity Store Facade Floor Plan Feature Walls Store Interior Furniture
ALL MODERN - White Storage Cabinet COST OF MAKING - $250 per table TOTAL TABLES - 4 units TOTAL COST - $1000
CYMAX - AERO STAND IN PURE WHITE COST OF MAKING - $100 per table TOTAL TABLES - 3 units TOTAL COST - $300
CUBIT SHELVES MATERIAL - MDF COST $600 - for 3 units TOTAL UNITS - 6 units TOTAL COST - $1200
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7.0
ORGANIZATIONAL & OPERATIONAL PLAN _7.1 _7.2 _7.3 _7.4
Company Ownership & Structure Roles & Responsibilities Salaries & Benefits Calendar & Permits
7.1 COMPANY OWNERSHIP & Structure _7.1 _7.2 _7.3 _7.4
Company Ownership & Structure Roles & Responsibilities Salaries & Benefits Calendar & Permits
FOUNDER & CEO
SALES ASSOCIATE
ACCOUNTANT (CONTRACT)
PART-TIME SOCIAL MEDIA INTERN
OWNERSHIP Typical Guy Stuff is a privately owned mobile retail corporation founded by Arushi Jaiswal. She was born and raised in India. She did her undergrad in Fashion Communication and her passion for fashion and retail got her to San Francisco to pursue her Masters in Fashion Merchandising at the Academy of Art University. She is a strong believer in learning progressive things from different cultures and adapting it to her lifestyle. Being in San Francisco, the tech hub, has lead her to meet and mingle with a lot of technology based people and hence, she was inspired by their casual yet pragmatic lifestyle and decided to launch Typical Guy Stuff.
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7.2 ROLES & RESPONSIBILITIES _7.1 _7.2 _7.3 _7.4
Company Ownership & Structure Roles & Responsibilities Salaries & Benefits Calendar & Permits
JOBS & RESPONSIBILITIES FOUNDER & CEO
_Recruiting, training, supervising _Managing budgets _Planning and buying _Marketing the business _Ensuring quality and safety legislation _Preparing marketing materials and displays _Manage daily store operations _Motivate employees to increase sales _Develop and maintain vendor relationships _Travel and attend tradeshows _Drive Mobile Truck
JOBS & RESPONSIBILITIES SALES ASSOCIATE
_Assist CEO with daily responsibilities _Execute sales plan for the store on a monthly basis _Customer service _Assist customers with styling _Loss Prevention _Cashier _ Deal with customer complaints and requests _Manage In-store display _Clean and merchandise
JOBS & RESPONSIBILITIES ACCOUNTANT (CONTRACT)
_Record and backup daily store transactions _Maintain statistical and financial records _Prepare and analyze financial reports _Prepare and file tax documents
JOBS & RESPONSIBILITIES PART-TIME SOCIAL MEDIA INTERN
_Assist CEO with social media marketing campaigns _Generate content for various social media platforms _Schedule regular posts for social platforms _Engage with potential target market on social platforms _Assist in store as needed
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7.3 SALARIES & BENEFITS _7.1 _7.2 _7.3 _7.4
Company Ownership & Structure Roles & Responsibilities Salaries & Benefits Calendar & Permits
FOUNDER & CEO $2780/Mo
SALES ASSOCIATE $12/HR x 40HR $1920/Mo
ACCOUNTANT (CONTRACT) $200/Mo
PART-TIME SOCIAL MEDIA INTERN (UNPAID)
EMPLOYEE BENEFITS Employee Discount 20% off of all full-price products (exclude: sales, markdown, promotional items) HOLIDAYS Sick Days and Yearly Vacation in total 10 days. Eligible after one year of employment. Paid holidays: 1 day (Christmas) Sick Days: 2 days Personal Time-off: 7 days Will be open 340 days a year.
RETURN POLICY Typical Guy Stuff will accept return merchandise 14 days from purchase date and allow exchange 30 days from purchase date. TGS will only accept return / exchange if the following conditions are met: _original tags must be on the merchandise _item(s) must be in pristine condition _have original sales receipt. All discounted items, special markdown, promotional items are final sale and return / exchange will not be accepted. Since we are mobile, it is the customer’s responsibility to either track our airstream location or ship the to-be-returned merchandise to our warehouse in San Jose.
WAREHOUSE & TRAILER PARKING The company founder’s relative has a spare garage situated in San Jose which TGS plans to use as a warehouse space for merchandise. Address 1520 Willowmont Avenue, San Jose, California - 9511 The airstream trailer will be parked at Leale’s RV and Truck Center in San Jose. TGS will work with them on a year-to-year lease (cheaper). Monthly cost will be around $150.
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7.4 CALENDAR & PERMITS _7.1 _7.2 _7.3 _7.4
Company Ownership & Structure Roles & Responsibilities Salaries & Benefits Calendar & Permits
Silicon Valley is the hub of various corporate campuses including Google, Facebook, Intel, Oracle, Apple, Cisco Systems, Electronic Arts, Paypal, etc. Our ideal locations are in close vicinity of these campuses (mostly around their parking spaces), so that our convenience oriented audience can just come out of work and experience the fun stuff in our store. However, each city these offices are located in have a different set of requirements for mobile vendors. For the ease of my business I decided on 7 core cities and spoke to the Planning Department and Small Business Department of each.
The 7 core cities are San Jose, Santa Clara, Menlo Park, Palo Alto, Mountain View, Sunnyvale and San Francisco. All these cities have various corporate giants and our target market works/resides in them. We plan to do street parking in high traffic areas like downtown or near tech convention venues and private parking in the corporate campuses with authorization. Two primary concerns of the Planning Department are _Potential disruptions of the neighborhoods _Sidelining the brick and mortar stores Most of their restrictions revolve around the above reasons. However, after personally speaking to the planner of each city, I realized that if Typical Guy Stuff meets all the requirements (like parking rules, vehicle regulations and layout, getting all the necessary permits, insurance etc.) it will be possible to run this business. Following are examples of regulations by our core cities, Mountain View and Sunnyvale.
MOUNTAIN VIEW REGULATIONS
General Applicable Regulations _Allowed between the hours of 7:00 a.m. and 10:00 p.m. _Mobile Vendor Permits must be prominently displayed. _May not obstruct the sidewalks or traffic. _May not vend in parks or playgrounds except as provided in Chapter 38 of the City Code. _Shall maintain a clean vending area and properly dispose of trash. _Mobile Food Vendors shall adequately store waste and provide waste containers for customers. _All vendors shall comply with applicable local, State, and Federal laws. Private Property Regulations _Property owner must provide written consent. _Operation is limited to up to three (3) vendors operating on any individual property at the same time. _Shall not operate on vacant lots. _Shall not operate in City-owned parking lots or structures without written consent from the City. _Shall not operate upon or immediately adjacent to single-family homes or duplexes. _Shall not consume more than 25 percent of available parking spaces or 10 parking spaces, whichever is greater. Public Streets and Rights-of-Way _Shall operate at least 15’ from any driveway or fire hydrant. _Shall operate at least 100’ from any bus stop, intersection, or primary school facility. _Shall vend only on the same side of the street as the park if operating within 100’ of a park.
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SUNNYVALE REGULATIONS
General Requirements _Sunnyvale Business License. _Vendors shall display or keep within their vending facility, or upon their person, proof of all other applicable permits and licenses at all times during operation. _ Other applicable permits and licenses required under state and federal laws. Location Restrictions Vending is prohibited in any of the following locations: _Block 2 properties in the Downtown Specific Plan District, including the sidewalks and on-street parking spaces on the south side of Evelyn Avenue, the west side of Sunnyvale Avenue, the north side of Washington Avenue, the east side of Frances Street, and both sides of Murphy Avenue. _On any residentially used property _ In any parkway strip, landscaped area, or unpaved lot. _Within fifteen feet of any driveway. _Within fifteen feet of any fire hydrant. _Within twenty-five feet of any designated fire lane. _Within fifty feet of a pedestrian crosswalk. _Within fifty feet of any intersection. _Within one hundred feet of any bus stop sign. _Within any vision triangle, as defined in Title 19 (Zoning). Cleanup Responsibility _Waste Container. Have at least one clearly designated waste container within two feet of the vending facility. _Maintain the surrounding area litter-free at all times.
_Collect and dispose all generated waste daily. Disposal of waste into the city storm drain system is prohibited. _Remove the vending facility from the site immediately after operations. _Vendors shall be entirely self-sufficient in regards to water, gas, electricity, and telecommunications during operations. _Vendors shall not use, play, or employ any amplifier, loudspeaker or any other device for sound production when the mobile facility is parked or standing at any location. _Signs are permitted if painted on the vending facility, or affixed so that they lie flat against the vending facility. Signs shall not move, rotate, or be illuminated. Flags, banners, portable signs such as a-frames, balloons, or other decorative appurtenances, whether attached or detached, are prohibited. Vehicular vending in the public right-of-way. _Parking, Stopping and Standing. Vending may only occur when the vehicle is legally parked in a roadway. Vendors shall comply with the California Vehicle Code, Chapter 10 (Vehicles and Traffic) of the Sunnyvale Municipal Code, and with all posted parking, stopping, and standing restrictions at all times. _Vending within the public right-of-way shall not be conducted before eight a.m. or after nine p.m. _No part of the vehicle, furniture, or other equipment related to the vending operation may encroach onto the public sidewalk. Vendors may place waste containers on public sidewalks provided that a minimum four-foot clearance for pedestrian accessibility is maintained. Vending on private property _Vendors shall have the property owner’s written authorization to operate on the property in their possession at all times. The written authorization shall describe the approved location and operation schedule. _Vending shall only be conducted on property used for nonresidential purposes. _Vendors shall not operate before seven a.m. or after ten p.m.
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Cities
Business License
Mobile Vendor Permit
Private Property Parking
Costs
San Jose
Required
Required
Temporary Use Permit (TUP) with Property Authorization (PA)
$1500
Santa Clara
Required
Required
TUP with PA
Sunnyvale
Required
Required
TUP with PA
Under $700
Mountain View
Required
Required
TUP with PA
Under $800
Palo Alto
Required
Required
TUP with PA
Under $500
Menlo Park
Required
Required
TUP with PA
Under $500
San Francisco
Required
N/A
TUP with PA
Under $1000
Along with these permits, a commercial license and the insurance of the truck is required. Since mobile vendors are increasing, more and more cities are becoming liberal about having them. WCMRA has drafted legislation presented to the city council that allows for mobile retail trucks to operate in designated zones under very specific rules. This has passed with limitations. This bill is called AB-2179 and it is getting worked on currently. Other precedents include, working with Popuphood or other fashion trucks and create events like block parties with a Special Event License.
AUGUST 2016 MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
1
2
3
4
5
6
7
8
9
10
11
12
13
14
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16
17
18
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Launch with Off the Grid Mountain View 5PM to 9PM
Proxy SF Launch, San Francisco 12 Noon to 8PM
Proxy SF Launch, San Francisco 12 Noon to 8PM
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24
25
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28
Y-Combinator Demo Day Mountain View 11AM to 6PM
Y-Combinator Demo Day Mountain View 11AM to 6PM
HP Headquarters, Palo Alto 12 Noon to 6PM
HP Headquarters, Palo Alto 12 Noon to 6PM
HP Headquarters, Palo Alto 12 Noon to 6PM
Proxy SF, San Francisco 12 Noon to 8PM
Proxy SF, San Francisco 12 Noon to 8PM
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30
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Tesla Headquarters, Palo Alto 12 Noon to 6PM
Tesla Headquarters, Palo Alto 12 Noon to 6PM
Scale, San Jose 10AM to 7PM
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OFF THE GRID
Off the Grid began in June 2010 with the idea of grouping street food vendors together to create an experience that allows neighbors to connect with friends, and families to reconnect with each other. Since then, their events have become a Bay Area icon known for its unique food and cultural experiences. They currently operate 50+ weekly public events throughout the San Francisco Bay Area. Off the Grid is also slowly trying to get involved with retailers for fashion trucks. I spoke to their Business Development Manager, and she told me about their new event space at the Computer History Museum in Mountain View. There are around 10 food trucks with live music and a lot of fun activities. The Off the Grid Team said that they would love to partner with Typical Guy Stuff because it fits the location and the target perfectly. They charge 10% of the sales made during the event.
PROXY, SF
PROXY is a two-block project located in San Francisco which seeks to mobilize a flexible environment of food, art, culture, and retail. PROXY is both a response and solution to the ever changing urban lifecycle, existing as a temporary placeholder and an instigator of evolving cultural curiosities in art, food, retail and events. They have multiple collaborations and have a limited number of low cost ways to work with different ideas (if they find us promising enough). After having a brief chat with one of the incharge, it is possible for Typical Guy Stuff to park their airstream at their property. Since, costs were not disclosed at this initial conversation stage. TGS only plans to be there only around certain weekends and when tech conferences like Dreamforce and Oracle are going on.
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Y-COMBINATOR DEMO DAY, MTN VIEW
Y Combinator provides seed funding for startups. Seed funding is the earliest stage of venture funding. At this event more than 75 start-ups come together and present their ideas to about 450 investors and venture capitalists. The overall goal of YC is to help startups really take off. They arrive at YC at all different stages. Some haven’t even started working yet, and others have been launched for a year or more. This event happens twice a year. This year it is happening at the Computer History Museum. Since we’ll already have the Mobile Vendor and Temporary Use Permit for Mountain View, street parking around the museum should be an easy task, as long as we are following all the rules.
HP, PALO ALTO
Hewlette Packard office on Page Mill Road in Palo Alto has more than 10,000 employees on its campus. HP develops and provides a variety of hardware coponents as well as software related services to consumers, small and medium sized businesses and large enterprises. Address: 94306, 1501 Page Mill Rd, Palo Alto, CA 94304 (650) 857-1501 7:00 AM to 6:00PM
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TESLA MOTORS HQ, PALO ALTO
Tesla Motors Inc. is an American automotive and energy storage company that designs, manufactures and sells electric cars, electric vehicle powertrain components and battery products. The Palo Alto headquarters is 500,000 sq ft and has around 14,000 employees. Tesla Motors HQ 3500 Deer Creek Rd Palo Alto, CA 94304 (650) 681-5000 7:00AM to 7:00PM
@SCALE, SAN JOSE
@Scale is a series of technical conferences for engineers who build or maintain systems that are designed for scale. @Scale events are held periodically throughout the year. The domain-specific events include a few hundred engineers talking about advancements and learnings in specific areas of work. Each fall, thousands of engineers in the @Scale community gather to hear from leaders across all areas of scale work in keynotes and technical deep dives, and to have face-to-face discussion time with the engineers changing the way scale sites are built. The @Scale Conference San Jose Convention Center 10:00am - 6:30pm The event will feature technical deep dives from engineers at DataBricks, Dropbox, Facebook, Instagram, LinkedIn, NVIDIA, Pinterest, Uber, and more.
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SEPTEMBER, 2016 MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY
SUNDAY
1
2
3
Tesla Headquarters, Palo Alto 12 Noon to 6PM
Off the Grid Mountain View 5PM to 9PM
Proxy SF, Proxy SF, San Francisco San Francisco 12 Noon to 8 PM 12 Noon to 8 PM
9
4
5
6
7
8
10
11
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Hackathon, Sunnyvale 11AM to 6PM
Hackathon, Sunnyvale 10AM to 7PM
12
13
14
15
16
17
18
IntegrateCon, San Jose 11AM to 7PM
IntegrateCon, San Jose 11AM to 7PM
IntegrateCon, San Jose 11AM to 7PM
Startup EU comes to Silicon Valley 1PM to 7:30PM
Off the Grid Mountain View 5PM to 9PM
Proxy SF, San Francisco 12 Noon to 8 PM (Dreamforce)
Proxy SF, San Francisco 12 Noon to 8 PM (Dreamforce)
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21
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Facebook HQ, Menlo Park 11AM to 6PM
Facebook HQ, Menlo Park 11AM to 6PM
Facebook HQ, Menlo Park 11AM to 6PM
Facebook HQ, Menlo Park 11AM to 6PM
Facebook HQ, Menlo Park 11AM to 6PM
26
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30
Health 2.0, Santa Clara 11AM to 7PM
Health 2.0, Santa Clara 11AM to 7PM
TC3, TC3, AOL, Mountain View Mountain View Palo Alto 12 Noon to 8 PM 12 Noon to 8 PM 12 Noon to 6PM
Health 2.0, Santa Clara 11AM to 7PM
GOOGLEPLEX, MOUNTAIN VIEW
The Googleplex is the corporate headquarters complex of Google, Inc., located at 1600 Amphitheatre Parkway in Mountain View. The original complex, with 2,000,000 square feet of office space, is the company’s second largest square footage assemblage of Google buildings. They have about 16,000 employees on this campus. “We work hard to create the healthiest, happiest and most productive work environments possible, to support Googlers’ peak performance and inspire their well-being,” said Meghan Casserly, a spokeswoman at Google. “We tackle the workplace like our engineers tackle computer science — with data and a willingness to try new things.”
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INTEGRATE HACKATHON, SUNNYVALE
Formerly the DataWeek & API World Hackathon – the Integrate 2016 Hackathon challenges to integrate sponsor Data & API technologies into hackathon projects that solve real-world challenges. Over 500+ participants. Location: Plug and Play Center, Sunnyvale
INTEGRATE 2016, SAN JOSE
Integrate 2016 is the world’s largest technology conference, expo, and social network that is 100% focused on integrating technologies together. The vision of Integrate is that data, API’s, infrastructure, and IT products will see themselves as components of a single interconnected technology platform. Venue : San Jose Convention Center, San Jose
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SEC2SV, MOUNTAIN VIEW
Startup Europe Comes to Silicon Valley (SEC2SV) is a mission that seeks to connect the dots between EU and Silicon Valley stakeholders of the global entrepreneurial ecosystem. Created and organized by Mind the Bridge and co-organized with EIT Digital, in 2015, SEC2SV sparked a crucial conversation between EU policymakers (commissioners, prime ministers), top EU Scaleup companies (Startup Europe), corporations from both continents, and Silicon Valley stakeholders. In 2016, this event will take place in the Computer History Museum, Mountain View. (EID - European Innovation Day) from 1:30 PM to 7:00PM
FACEBOOK HQ, MENLO PARK
The Facebook headquarters is a sprawling compound of buildings which is around 1 million square feet and has around 10,000 employees.
HEALTH 2.0, SANTA CLARA
Health 2.0 is the place to see cutting-edge innovation that’s currently transforming health and health care, plus the best minds share their insights on compelling panel discussions, keynotes, breakout sessions, and workshops. It has 2000+ attendes from heath technology. Chapter 7
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AOL, PALO ALTO While AOL is still trying to build a future around its internet media business, the company has done an excellent job managing and maintaining its legacy cash cow: the original subscription dialup internet access business, which still provides the majority of the company’s income. It recently redesigned its headquarters in Palo Alto. The campus is 80,000 square feet and has around 2500 employees. Aol. 395 Page Mill Rd (at Park Blvd.) Palo Alto, CA 94306 (650) 937-2080
TC3, MOUNTAIN VIEW
The Telecom Council of Silicon Valley is Where Telecom Meets Innovation. They connect the companies who are building communication networks, with the people and ideas that are creating them - by putting those companies, research, ideas, capital, and human expertise from across the globe together in the same room. Last year, The Telecom Council connected over 2,000 executives from 750 telecom companies and 60 fixed and wireless carriers across 40 meeting topics. By joining, speaking, sponsoring, or simply participating in a meeting, there are many ways telecom companies of any size can leverage the Telecom Council network. At TC3, global carriers talk about their external innovation focuses for the next year, to market their innovation programs throughout the ecosystem, attract entrepreneurs and developers, and open the door to new products and services that will benefit their networks and subscribers.
OCTOBER, 2016 MONDAY
TUESDAY
WEDNESDAY
THURSDAY
FRIDAY
SATURDAY 1
SUNDAY 2
Nerd Nite Pop Up 6PM to 10PM
3
4
5
6
7
8
9
AOL, Palo Alto 12 Noon to 6PM
Proxy SF, San Francisco 12 Noon to 8 PM (Oracle)
Proxy SF, San Francisco 12 Noon to 8 PM (Oracle)
Proxy SF, San Francisco 12 Noon to 8 PM (Oracle)
Proxy SF, San Francisco 12 Noon to 8 PM (Oracle)
Art Silicon Valley Symposium, San Mateo 12 Noon to 6PM
Art Silicon Valley Symposium, San Mateo 12 Noon to 6PM
10
11
12
13
14
15
16
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Googleplex, Mountain View 11AM to 6PM
Off the Grid Mountain View 5PM to 9PM
Nerd Nite 6PM to 10PM
Comic Day at Isotope 12 Noon to 5PM
17
18
19
20
21
22
23
Tesla Headquarters, Palo Alto 12 Noon to 6PM
Tesla Headquarters, Palo Alto 12 Noon to 6PM
HP Headquarters, Palo Alto 12 Noon to 6PM
HP Headquarters, Palo Alto 12 Noon to 6PM
Off the Grid Mountain View 5PM to 9PM
Proxy SF, Proxy SF, San Francisco San Francisco 12 Noon to 8 PM 12 Noon to 8 PM
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25
26
27
28
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Sony Interactive Entertainment, San Mateo 12 Noon to 6PM
Sony Interactive Entertainment, San Mateo 12 Noon to 6PM
Sony Interactive Entertainment, San Mateo 12 Noon to 6PM
Sony Interactive Entertainment, San Mateo 12 Noon to 6PM
Sony Interactive Entertainment, San Mateo 12 Noon to 6PM
6
31
NOVEMBER, 2016
Intuit, Mountain View 12 Noon to 6PM
1
2
3
4
5
Intuit, Mountain View 12 Noon to 6PM
Cloud Computing, Santa Clara 11AM to 6PM
Cloud Computing, Santa Clara 11 AM to 6PM
Off the Grid Mountain View 5PM to 9PM
Proxy SF, Play event at San Francisco Presidio, Off the 12 Noon to 8 PM Grid
7
8
9
10
11
SAP, Palo Alto 12 Noon to 6PM
SAP, Palo Alto 12 Noon to 6PM
Ericcson, San Jose 12 Noon to 6PM
Ericcson, San Jose 12 Noon to 6PM
Ericcson, San Jose 12 Noon to 6PM
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NERD NITE, SAN JOSE
It is generally held in huge cafes. Typical Guy Stuff plans to have a small pop up with limited amount of merchandise for events like these.
PLAY EVENT @PRESIDIO, OFF THE GRID
Presidio Picnic offers delicious food, a lively atmosphere, and a chance to gather with family and friends in the great outdoors. Presidio Picnic features food and drink from 30+ local vendors; free yoga, games, and music; and a produce market.
ART SILICON VALLEY SYMPOSIUM, SAN MATEO
Art Silicon Valley/San Francisco (Art SV/SF) is Art Miami’s International Contemporary and Modern Art Fair on the West Coast, centrally located between Silicon Valley and San Francisco. The third edition will run October 6-9, 2016 at the San Mateo Event Center and will showcase important artworks of the 20th and 21st centuries in collaboration with some of the world’s most respected galleries and art institutions.
SONY INTERACTIVE ENTERTAINMENT, SAN MATEO
Headquartered in San Mateo, California, Sony Interactive Entertainment (SIE) is a wholly-owned subsidiary of Sony Corporation and has regional headquarters in London and Tokyo. SIE is responsible for the PlayStation brand and family of products. It is recognized as a global leader in interactive and digital entertainment. The San Mateo Campus has around 1,300 employees and is around 450,000 square feet. Chapter 7
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INTUIT, MOUNTAIN VIEW Intuit Inc. is an American enterprise software company that develops financial and tax preparation software and related services for small businesses, accountants and individuals. It is incorporated in Delaware and headquartered in Mountain View, California. The campus is 370,000 square feet and has around 1,800 employees.
CLOUD COMPUTING EXPO, SANTA CLARA
Cloud Expo is the single show where delegates and technology vendors can meet to experience and discuss the entire world of the cloud. It brings together- Cloud Computing, Internet of Things, Big Data, Containers, Microservices, DevOps, WebRTC, Digital Transformation
SAP, PALO ALTO SAP is a German multinational software corporation that makes enterprise software to manage business operations and customer relations.
ERICSSON, SAN JOSE
Ericsson is a telecommunications and technology giant and has offices in San Jose and Santa Clara. Total space taken by it is around 410,000 square feet and has around 2,100 employees.
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8.0 MARKETING PLAN _8.1 _8.2 _8.3 _8.4
Marketing Marketing Marketing Marketing
Objective Strategy Channels Action Calendar
8.1 MARKETING GOALS _8.1 _8.2 _8.3 _8.4
Marketing Marketing Marketing Marketing
Objective Strategy Channels Action Calendar
_By the end of the 1st quarter of this business, make at least 10,000 people aware of the business (mediums including social media channels and website) and convert 5% of them into customers. _Have an average monthly foot traffic of 600 and convert 12% into customers. _Have a monthly website traffic of 2000 and convert 2% into customers and make 0.5% visit the locations. _Have 100 email sign ups each month. Totaling to 1200-1500 sign-ups for the year. _Assuming that the average sales amount is $90, sales should equal around $60,000 for the first quarter.
8.2 MARKETING CAMPAIGNS
MARKETING CAMPAIGNS _8.1 Marketing Objective _8.2 Marketing Strategy _8.3 Marketing Channels _8.4 Marketing Action Calendar
CAMPAIGN 1 - TRACK TGS GOAL & IDEA Since TGS is mobile and doesn’t have a specific, daily store location, to increase in-truck traffic, a ‘track now’ provision is provided, to locate the truck through GPS. The campaign will drive excitement as the 1st 3 truck locators will get a fun freebie. (A toy from CandyLab). This will be integrated with the TGS website. The customer can locate TGS through GPS on the website (mobile friendly). Media Channels Primary Device : Website To promote this feature: _Social Media (Facebook, Twitter, Instagram, Snapchat and Yik Yak) _E-mails _Word of Mouth _Send game press releases to SFGate.com, Bay Area News Group, San Francisco Chronicle, San Francisco Examiner, Palo Alto Daily/Weekly, San Francisco Bay Times, San Francisco Daily Budget : $360 Frequency : Once a month
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CAMPAIGN 2 - SALE - BUY ALL YOU CAN GOAL The goal of this campaign is to drive more sales during the sale season. This is more of an engagement strategy and will potentially be a visual campaign. IDEA Based on the idea of Joey Tribbiani’s “Could I be wearing anymore clothes?”, we will highlight on the aspect of the main motive behind a sale. Pick up whatever you can. If a brand gives you unbelievable discount – BUY WHATEVER you can! The more you buy the more chances of getting featured in our polaroid ‘Tech Geeks of the Month’ wall. Polaroid camera available for a click. Media Channels _Paid Social Media (Facebook, Snapchat) _Un-paid social media (Twitter, Instagram, Yik Yak) _In-store sale event _Email _Website featuring the people Budget : $450 Frequency : Sale months (July and January), Special May the 4th sale.
MAY THE 4th SALE Date - 4th May, 2017 Offer - 15% off on all Star Wars Merchandise Budget - $50
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SEMI ANNUAL SALE Dates - July 1st to July 31st Offer - 15% off on all the merchandise Budget - $200
ANNUAL SALE Dates - January 1st to January 31st Offer - 20% off on all Star Wars Merchandise Budget - $200
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CAMPAIGN 3 -THE CHEEKY HANGMAN CHALLENGE GOAL For increasing email sign-ups to at least 15 a day. IDEA This hangman game will have 5-8 categories of the target market’s favorite shows, movies, characters, gadgets, quotes and tech lingo. The hangman word that they have to guess will be of the category they like. Playing this game is simple, just enter your email-id and play. If they loose, they automatically sign up. If not, they get an option to sign up. Media Channels Primary : Website To Promote this feature: _Organic Social Media (Facebook, Twitter, Instagram) _E-mail _Word of Mouth _Events – Install 2 iPad kiosks at event locations so that my tarket audience can enjoy this Nerdy Game. _Send game press releases to SFGate.com, Bay Area News Group, San Francisco Chronicle, San Francisco Examiner, Palo Alto Daily/Weekly, San Francisco Bay Times, San Francisco Daily. Budget - N/A Frequency - Throughout the year
CAMPAIGN 4 - EVENT PROMOTIONS Goal & Idea Increased Customer Engagement and more store visits. All the events will work in collaboration/partnership with different companies like comic book stores or Proxy SF. These places have locations and Proxy SF supports events like these. If TGS holds such interesting events, the customers would want to kept in loop about it. Which results in more email signups and social media following. Strong brand experience resulting in customer loyalty. Media Channels _Event Marketing _E-mails _Unpaid Social Media (Facebook, Twitter, Instagram, Snapchat) Paid Social Media (Snapchat, Facebook) Event Media Coverage – Invite men from blogs like ‘From Squalor to Baller’ to events. Send them Media kits Invite various media from other traditional channels like, Bay Area News Group, San Francisco Chronicle, San Francisco Examiner, Palo Alto Daily/Weekly, San Francisco Bay Times, The Bold Italic Tech Publications – siliconvalley.com, The Bold Italic, re/code, Popsugar Tech. Media Kits for them as well.
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LAUNCH EVENT WITH OFF THE GRID Location - Computer History Museum, Mountain View Time - 5PM to 9PM Event
Open parking ground with 8-10 food trucks around. TGS will be providing free beer, a Kinetic Star Wars and dance off game space and hangman kiosks. Budget - $800 Frequency - 1 time
GALACTICA - TRIVIA DAY EVENTS Event - Galactic Trivia Night in collaboration with Isotope (Comic book store in Hayes Valley) + TGS pop-up Budget - $300 Frequency - Twice a year
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NERD NITE POP UP EVENTS Event -Nerd Night Pop-up Budget N/A Frequency - Once or Twice a month depending on the Nerd Nite dates
TYPICAL GUY STUFF
CAMPAIGN 5 - DRAW YOURSELF A SUPERHERO Goal Make people aware of Typical Guy Stuff through social media. - Snapchat Competition Idea This engagement contest is about adopting any popular culture character and drawing it out on the snapchat paint option. Winners receives a toy from Funko Pop! Media Channel Primary - Snapchat To promote this campaign Organic Social Media (Facebook, Instagram) Website E-mail Word of Mouth (In-store) Budget - $30 x 3 = $90 Frequency - 3 times a year
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CAMPAIGN 6 - BRAND SHOOT Idea A style shoot which describes how the brand image of Typical Guy Stuff is unapologetically itself. We want our audience to embrace us as the geeky tech guys, who are convenience oriented. Sometimes we are goofy, sometimes obnoxiously funny and we like dirty jokes (with a class). The point is to do a campaign which highlights these points and describes the whole concept of ‘Men will be men’ and they’re not sorry for being themselves. The campaign will be stark white, with the orange and blue graphic elements and goofy pictures of men with fun expressions. Media Channels _Website _Magazine (San Francisco Magazine) _Unpaid Social Media (Facebook, Twitter, Instagram) _Paid Social Media (Snapchat, Facebook) _E-mails _Bus Ads _BuzzFeed – Make online Viral Story _Unpaid Social Media - Yik Yak (only witty copy of being unapologetically men) _Include in Media Kits Budget - $500 Frequency - Once a year
8.3 MARKETING CHANNELS _8.1 Marketing Objective _8.2 Marketing Strategy _8.3 Marketing Channels _8.4 Marketing Action Calendar
PR & NEWS MEDIA Reason - With PR and News Media it is much easy to focus on a target market and a particular location (aiming only at San Francisco publications). Both these channels give credibility to the brand as people these days are getting more and more cautious when spending. Objective - Increase brand awareness and image. Create possibility for a well-rounded patronage. USE - Since TGS doesn’t have a budget for paid advertising, we will aim for organic PR and marketing by sending officials media kits. Along with this we will also put up offers and announcements in company newsletters and intra websites. Media Kit _A goofy toy _Brand Catalogue _List of Upcoming Events and truck schedules _USB with Brand Campaign Expected Results - Get organic publicity from various blogs and newspapers. Budget - Media kit cost $500 (once in 6 months) Frequency - Depends on the media if they wish to publish us. TGS will be sending invites every event. Chapter 8
175 | 176
BLOGS
The Bold Italic is an online magazine that celebrates the character and free-wheeling spirit of San Francisco and the Bay Area. Publishes first person stories by locals on issues and topics that are on the brains and lips of San Franciscans. They are not a news site, but a hub for conversations to be heard and discussed.
UpOut Events is the discriminating guide to the best events in San Francisco. They also provide a bi-weekly newsletter with what’s going on in the city. They also have a publication on what it’s like to live in the city, called the Culture Blog.
MAGAZINES The latest tech news from Silicon Valley, from the San Jose Mercury News.
Re/code is a tech news, reviews and analysis site, from the most informed and respected journalists in technology and media. Because everything in tech and media is constantly being rethought, refreshed, and renewed, Re/code’s aim is to reimagine tech journalism.
Airstream Life Magazine Airstream Life is an exciting full-color magazine all about getting the most out of an Airstream and travel time. Airstream Life brings the romance of the road and the adventure of travel right with destination ideas, profiles of interesting Airstreamers, beautiful photos, Airstream history, humor, new innovations and technology, and lifestyle tips to make travel more fun.
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DIRECT MAIL Reason - Direct Mails are highly targeted. TGS plans to send direct mail pieces to specific buying groups,
based on our key demographics.
Objective - Increase awareness, promote new features, engage with competitions Cost - Around 300 per month Frequency - 8 times in a year
SoMa, San Francisco, Routes Selected - 2 Approximate Cost $92
Palo Alto
Redwood City
Total Delivery Addresses : 1628 Total cost : $297.92
Chapter 8
179 | 180
DIRECT MAIL - MOCK
let your geek flag(s) fly!
TRADITIONAL MEDIA (OUT-OF-HOME) Idea - TGS branded laptop stickers distributed at the truck locations and coffee shops, sent via direct mail to customers, given as a freebie after every purchase & given out in the press release. GOAL - Generates brand awareness. TGS’s target audience likes accessorizing laptops with stickers. This gives the brand more word of mouth publicity. Cost - Printing $37 for 1000 Frequency - Year round
Idea - Guerilla Marketing. A simple tactic, to drive the branded TGS vehicle around the popular shopping
areas and business districts of the Bay Area. GOAL - Increase brand visibility Cost - N/A Frequency - Year round
Chapter 8
181 | 182
DIGITAL MEDIA - WEBSITE Idea & Goal - TGS has a tech savvy audience and having a website presence is very important. All the
basic ads and campaigns will be featured on the website. Along with this, the website will also consist of interactive games and GPS system to track the airstream. Reason - Website is an essential tool in marketing strategy. It helps new customers find us and advertise
in what we have to offer. It can also be used to keep customers informed about updates, improve customer care and offer online sales through an e-commerce website (future plan). Domain Name - typicalguystuff.com Cost - $6.06 per year Website Hosting Service - $12 per year Search engine visibility Cost - $1.99/mo Budget - $300 per year
WEBSITE MOCK UP
Chapter 8
183 | 184
SEARCH ENGINE MARKETING Reason -Search engine marketing (SEM) is a form of Internet marketing that involves the promotion of websites by increasing their visibility in Search Engine Results Page (SERPS) primarily through advertising. Budget - $15100 /yr Frequency - Year round
Chapter 8
185 | 186
SEARCH ENGINE OPTIMIZATION Reason -SEO stands for “search engine optimization.” It is the process of getting traffic from the “free”, “organic”, “editorial” or “natural” search results on search engines. All major search engines such as Google, Bing and Yahoo have primary search results, where web pages and other content such as videos or local listings are shown and ranked based on what the search engine considers most relevant to users. Payment isn’t involved, as it is with paid search ads. Backlinks -Get Backlinks through PR and News Media. Content Generation on different Platforms like Buzzfeed and facebook. Budget - N/A Frequency - Year round
SOCIAL MEDIA TWITTER Use - The twitter account will focus on customer service, fun tweets, sharing information and location of
the Fashion Truck. Budget - N/A
Frequency - 3 times a day (location tweet)
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187 | 188
SOCIAL MEDIA - FACEBOOK Use -Facebook for business is a powerful tool. Making a Facebook page is free and once one has
enough number of followers, marketing becomes easy. Another feature that TGS is planning on using is, Facebook promoted posts – Facebook Promoted Posts let Facebook page owners pay a flat rate in order to have their individual, Facebook posts reach a certain number of users, increasing a specific post’s reach and impressions. Budget - 5100 /yr Frequency - Once or twice a day
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189 | 190
FACEBOOK AD - MOCK
SOCIAL MEDIA - INSTAGRAM Reason - To reach a wider audience. Content & Objective - Engagement contests, reward followers with promo codes, get more interest in
events, feature customers. Budget - N/A
Frequency - Once or twice a day
Chapter 8
191 | 192
SOCIAL MEDIA - SNAPCHAT Reason - Snapchat allows people to send photo and video messages that disappear within ten seconds. This app has an overall casualness to it and hence it goes very well with Typical Guy Stuff because of the vibe. It can be used to give users a preview of the upcoming event or collection. It can be a very useful tool as it approximately 26 million users in the U.S., and about 400 million snaps are sent out each day. (According to Forbes) Objective -This app can be very useful for brand building, can be used to reach out to people who are interested in getting a sneak peek of our office culture, product production, and everything in between. Â USE -Provide access to LIVE events. deliver private content, collaborate with magazines like Refinery29 and make stories with them, offer contest, perks or promotions, partner with influencers. Budget - $305 /yr for Snapchat discover Frequency - Varies (At least twice a day)
SOCIAL MEDIA - YIK YAK About- A mobile, anonymous social network with apps for Android and iOS, Yik Yak launched in November 2013. On Yik Yak, users make text posts, also called “yaks,” that can be up- or down-voted by other “yakkers.” These votes help rank each yak: the higher the score, the more popular the post. Yaks can also be commented on, turning the posts into conversation threads. Every post or comment on the network is anonymous — users don’t even get a photo or avatar to distinguish themselves. Reason - Announce where TGS is parked. It works on a 5 mile radius. Posts will posted on a location level. Content - Content will be nerdy, in-your face, tongue-ncheek and would work as a attention catching tactic. Budget - N/A Frequency - 3-5 times a day
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193 | 194
SOCIAL MEDIA - BUZZFEED Reason - Great for
Content Marketing. It’s free. Can go Viral. BuzzFeed’s audience is massive (to the tune of 200 million uniques per month), but more interesting to brands and content marketers is how they dominate among millennial. Half of all millennials in the US read BuzzFeed. According to the US Census, millennials are the largest generation in the history of the country, weighing in at more than 80 million people. This gives them unprecedented access to the phones, screens, and inboxes of the largest and most powerful generation of buyers. Budget - N/A Frequency - 3 times a year
EMAIL MARKETING Reason - Email marketing is affordable, personal, customizable , relationship focused, action-oriented,
and measurable. It will be best for Typical Guy Stuff to communicate with it’s audience via email.
Content & Objective - Since email marketing are easier to integrate into other marketing channels and
tactics, Typical Guy Stuff will be sending all its promotional offers and campaigns to the subscribers via email. Along with this, we will all send our suscribers our weekly truck schedules. PLATFORM - Mail Chimp
young. raw. goofy.
View this email in browser
Budget - $180 for 1st year Frequency - 2 times a week
TRACK US NOW AT TYPICALGUYSTUFF.COM THE FIRST THREE TRACKERS WILL WIN A FREEBIE FROM CANDY LAB TOYS.
Track us at www.typicalguystuff.com Questions? We'd like to answer them. info@typicalguystuff.com / 415-676-0862 Customer Service Hours: M-F 8am to 6pm PST Copyright © 2016 Typical Guy Stuff, All rights reserved. Want to change how you receive these emails? You can update your preferences or unsubscribe from this list
Chapter 8
195 | 196
8.4 time action calendar _8.1 _8.2 _8.3 _8.4
Marketing Marketing Marketing Marketing
Objective Strategy Channels Action Calendar
MARKETING BUDGET
MONTHLY MARKETING BUDGET MARKETING TOOLS EVENTS Grand Opening Trivia Night Nerd Night PROMOTION Sales Promotions Snapchat Competition Gifts Brand Campaign Shoot Track Us - CandyLab Cabs TRADITIONAL MEDIA Direct Mail Catalogue Printing Media Kit INTERACTIVE MEDIA Official Website E-mail SEM Facebook Ads Snapchat Discover Ads Buzzfeed News BUDGET TOTAL
AUGUST
SEPTEMBER
$800
$500 $30
OCTOBER
NOVEMBER DECEMBER
JANUA
$300
$200
$30 $30
$30
$300 $750 $500
$30
$30
$30
$300
$300
$300
$25 $10 $1,000 $300 $40
$25 $10 $1,000 $500 $40
$25 $20 $2,000 $500 $15
$25 $20 $2,000 $500 $15
$25 $20 $2,000 $500 $20
$25 $10 $500 $300 $20
$4,255
$1,635
$2,890
$2,890
$2,895
$1,38
RKETING BUDGET
EMBER
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
$300
$200
$50
$30
$30
$30
$30
$300
$300
$300 $750 $500
$25 $20 2,000 $500 $20
$25 $10 $500 $300 $20
$25 $20 $1,000 $500 $20
2,895
$1,385
$3,175
$30
$30
$200
$30
$30
$30
$30
$300
$300
$300
$25 $10 $750 $200 $20
$25 $10 $500 $300 $20
$25 $20 $750 $500 $15
$25 $20 $2,000 $500 $40
$25 $10 $1,500 $500 $40
$1,035
$1,185
$1,990
$2,945
$2,305 $28,585
Chapter 8
197 | 198
MARKETING CALENDAR
MONTHLY MARKETING BUDGET MARKETING TOOLS EVENTS Grand Opening Trivia Night Nerd Nite PROMOTION Sales Promotions Snapchat Competition Gifts Brand Campaign Shoot Track Us - CandyLab Cabs TRADITIONAL MEDIA Direct Mail Guerilla Marketing Driving INTERACTIVE MEDIA Official Website E-mail Instagram Account Twitter Account Snapchat Account Yik Yak Account Buzzfeed News Facebook Ads Google Ads
AUGUST
SEPTEMBER
OCTOBER
NOVEMBER DECEMBER
JANUA
KETING BUDGET
EMBER
JANUARY
FEBRUARY
MARCH
APRIL
MAY
JUNE
JULY
Chapter 8
199 | 200
9.0 FINANCIAL PLAN _9.1 _9.2 _9.3 _9.4 _9.5 _9.6
Financial Summary Start Up Cost Assortment Plan Gross Margin Overall Summary Future Growth
9.1 FINANCIAL SUMMARY _9.1 _9.2 _9.3 _9.4 _9.5 _9.6
Financial Summary Start Up Cost Assortment Plan Gross Margin Overall Summary Future Growth
Typical Guy Stuff is a mobile fashion store (airstream) with 100% of its revenue generating at the in-store level. We expect to generate ~$233,000 of sales in our first year.
$232,511
$90.68
$683.85
1st Year Sales
Average Unit Price
Average Sales Per Day
8
1
TRANSACTIONS PER DAY
Average Unit Per Transaction
Typical Guy Stuff is parking in either corpoarte offices which have around 5000-10,000 employees or areas around tech conferences where there is high traffic of attendees ranging from 500-5000. Conservatively speaking, the average traffic per month will be around 4,000. We will operate 340 days in a year. Approximately, 28-29 days a month.
4000 Average Traffic Per Month
160 Average Traffic Per Day
8 Average Transactions Per Day
High months – October, November, June, July October and November have total sales of 11.4% & 10.9% respectively due to holiday/gifting season, and a high number of tech conferences like Oracle etc. We also have various events like Trivia Nights and Nerd Nite taking place in these months to increase footfall and exposure. We also have healthy sales in June and July i.e. 10.2% for each because of the increase in number of summer interns in different offices of the Silicon Valley. Mid months – February, September, December Feb has 9.9% of sales because of new spring collection arrival and hence we expect a good sales month. September is a good month too as it comes right after we launch our truck. We also have the snapchat competition to create a buzz. Along with this, September also has events like Dreamforce and IntegrateCon which are likely to expose us to new customers and increase foot traffic. December is a good month because of the holiday and gifting season. Low Month – January January will be slow because we don’t really have new inventory and our customers are focused on selfimprovement and resolutions.
2016-2017
Events
August
September
October
November
Launch Event
Various Tech Conferences + Snapchat Competition
Tech Conferences, Events like Trivia Nights, Nerd Night etc.
Tech Conferences like Oracle + Gifting Season + Events like Nerd Night
Gifting Season
Annual Sale
Medium
High
High
Medium
Low
Medium
8.9%
11.4%
10.9%
8.9%
3.5%
9.9%
High/Medium/Low % of annual sales
5.9%
December January
February
March April
May
New Spring Collection Nerd Nerd Trivia +Snapchat Night Night Day Competition
6.2% 6.7% 7.2%
Chapter 9
June
July
Internship Semi-Annual Period, Nerd Sale, Night, Internship Snapchat Period, Nerd Competition Night High
High
10.2%
10.2%
203 | 204
9.2 START UP COST _9.1 _9.2 _9.3 _9.4 _9.5 _9.6
Financial Summary Start Up Cost Assortment Plan Gross Margin Overall Summary Future Growth
For the first year, the estimate start-up capital is $155,319.57 and the total monthly depreciation is $350. At the beginning of the first month, the estimate start-up investment includes a second hand airstream and car cost, refurnishing costs, material and labour, 3 months of wages and salary, marketing expense for business start up, cost of BOM inventory and other start up expenses like permits, utility deposits, supplies etc.
The highest expenditure is the Opening Inventory at 28% closely followed by the Airstream and Car cost at 23%.
AIRSTREAM Model- 1999 Airstream Safari 25 Current Location - Reno, Nevada COST - $23,900 Airstream Classifields - http://www.airstreamclassifieds.com/ads/1999-airstream-safari-25-nevada/
Model- 2005 Lexus GX 470 4WD Current Location - Long Beach, California COST - $9,000 Car Gurus - https://www.cargurus.com/Cars/inventorylisting/viewDetailsFilterViewInventoryListing.
Chapter 9
205 | 206
AIRSTREAM - REFURBISHING & MATERIALS Restoration Company- Avalon RV Location - Benecia, California COST - ~$7000 (for stripping down the airstream interior, renovation and repairs) Electricity & Lights - Generator ~$800, Lights ~$1500 Furniture - ~$2750 Additional Costs & Labor - ~$3000 Total Budget - $15,000
PERMITS, INSURANCE & OTHER EXPENSES This category takes up around 10% of the Start up costs because TGS is operating in multiple cities, and for each city, we need a separate business license and mobile vendor permit. Total Permits & License Cost - ~$5000 (as shown in the Operational Plan) Commercial Truck Insurance Cost- ~$2000 (according to trustedchoice.com) Utility Deposit + Supplies Cost - ~$2000 (according to trustedchoice.com) Permits & License Buffer - ~$6000 (as unforseen added costs for more use permits for different locations) Total Budget - $15,000
9.3 ASSORTMENT PLAN Our merchandise is divided into three categories _Clothing _Grooming products & Accessories _Fun Stuff
_9.1 Financial Summary _9.2 Start Up Cost _9.3 Assortment Plan _9.4 Gross Margin _9.5 Overall Summary _9.6 Future Growth
Customers at TGS are predicted to purchase one unit per visit. Their primary visit is to purchase for clothing with assortments ranging from graphic tees to high functional shirts and jackets or from our fun stuff section which ranges from toys to quirky gadgets.
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207 | 208
9.4 GROSS MARGIN _9.1 _9.2 _9.3 _9.4 _9.5 _9.6
Financial Summary Start Up Cost Assortment Plan Gross Margin Overall Summary Future Growth
$95,875 COGS
We’ll have two major sale events (Semi-annual and Annual Sale) where all our merchandise will be on 15% and 20% off respectively. We’ll also have an instore promotional events where certain products will be marked down for a particular day. For example, on May 4th, all our Star Wars merchandise will be on 15% off. For such events, markdowns will be diluted not in a very significant manner.
58.8% Gross Margin %
60% Markup %
2.7% Markdown for Year 1
9.5 Overall Summary
Typical Guy Stuff will have a total units of 2556 and the average price per unit is $90.68 Overall wholesale markup is 60% leading to a projected 1st year profit of $13,411
_9.1 Financial Summary _9.2 Start Up Cost _9.3 Assortment Plan _9.4 Gross Margin _9.5 Overall Summary _9.6 Future Growth
$155,016.57 $46,505.05 $136,636 Estimated Starting Capital
Start up Loan
Gross Margin $
60%
2556
$90.68
Wholesale Markup %
Total Units
Average Price / Unit
$13,411 Projected 1st Year Profit
Yr 1: 2.07, Yr 2: 3.84, Yr 3: 5.71 Expected Turnover Rate Chapter 9
209 | 210
Profit & Loss First year Profit: $13,411 Expense Total expense for year 1 is 53% or $123,226 Keys expense elements are wages at 24.3%, marketing at 12.6%. Travel expense includes gas charges for driving the airstream and along with the trade shows and hence it is at 3.2%. In terms of rent, parking the trailer costs are included along with costs associated with parking at Proxy SF which totals to 2.4% of the expense.
Inventory The inventory turnover is anticipated to be 2.07 in the first year, and slightly increase to 3.84 in second and 5.71 in third year. Gross Margin: Markup and Markdown The cost of goods sold is $136,636 with gross margin of 58.8%. Markup percentage is 60%. Markdown for 1st year is 2.7%, 2nd year 3.9%, 3rd year 4.8%. Wages CEO $2780 Sales manager $1920 per month Loans The bank loan is expected to be 5 years term with the principal paid back in 60 months in equal installments with an annual interest rate of 3.6%. This amount includes the expenses of equipment, furniture and fixture, 3 months salaries, airstream, SUV, marketing cost, opening inventory and all other start up expenses. Total amount: $46,505 Principal: $775 Interest Rate: 3.60%
9.5 FUTURE GROWTH _9.1 Financial Summary _9.2 Start Up Cost _9.3 Assortment Plan _9.4 Gross Margin _9.5 Overall Summary _9.6 Future Growth
The total sales will increase by 8% in second year and by 10% for the third year. During the second year the total sales will increase by 8% because of the high investment in marketing costs (12.6% of the total expense) will be expected to show results by meeting the goals and reaching more and more people. Typical Guy Stuff will also launch it’s ecommerce website in the second year and hence will result in increase in growth rate. During the third year, the total sales will increase by 10% because TGS would’ve developed more hype and we expect invitations from different conferences around the Bay area which results in more exposure.
Chapter 9
211 | 212
10.0 APPENDIX
_10.1 _10.2 _10.3 _10.4 _10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
10.1 Autobiography & Resume _10.1 _10.2 _10.3 _10.4 _10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
Born and raised in India, I have always been into learning from different cultures & environments and applying them into my lifestyle. This inspired me to chose my career in fashion as it is a creative and lifestyle based subject, be it designing where one can take inspiration from different art movements or the business side, where one studies the market, its patterns and lifestyle and forms a venture around it. Graduating from the Academy of Art University this Summer, I have learnt so much in the past two years. Taking classes like Merchandising Principles and Financial Planning gave me a strong analytical base, while classes like Digital Marketing and Product Sourcing gave me the insightful knowledge of consumer study. I thoroughly enjoyed the liberal arts classes like History of Fashion and 20th Century Arts which indirectly gave me plenty of knowledge about art and culture in the modern world. I learnt and explored a lot of platforms while researching for my Thesis. Since, I was so involved with my target market and their lifestyle, that I, now want to accomodate that in my career. I wish to do another masters in Digital Media and User Experience to take fashion at another level.
ARUSHI JAISWAL
jaiswal.arushi@gmail.com (415) 676-0862 www.behance.net/arushijaiswal
E D U C AT I O N August 2016 (Anticipated Graduation) June 2010 -April 2014 August 2015 -December 2015
Master of Fine Art in Fashion Merchandising / GPA 3.85 Academy of Art University, San Francisco, CA Bachelor of Design in Fashion Communication / CGPA 3.57 Symbiosis International University, Pune, India Front End Web Development - Part-time Course Hackbright Academy, San Francisco, CA
PROFESSIONAL EXPERIENCE May 2016 - Ongoing
September 2015 - November 2015
December 2013 -April 2014
May 2013 -June 2013
September 2011 -May 2013
Retail Operations Intern Shop657, San Francisco, CA -Stock and inventory management -Maintaining vendor relationships -In-store merchandising, creatives, and marketing -Sales techniques and general maintainence Social Media Marketing Intern My Endless Wardrobe, San Francisco, CA -Creating and managing content for MEW social channels -Focusing throughly on Pinterest and Instagram pages -Developing and testing social engagement strategies -Designing creatives for MEW Gifting Channels Fashion Marketing Intern Quirk Box, Pune, India -Campaign development and execution for social channels -Content generation and execution for the brand blog -Brand building and promotion via multimedia campaigns Fashion Intern Verve Magazine, Mumbai, India -Shoot coordination and execution for editorials and beauty -Trend page development -Styling and execution of infant shoots for Mother’s World Executive Producer Vanshaj Kapur Films, Pune, India -Budget management, sourcing and set coordination for four films
ACTIVITIES August 2014 April 2013 February 2013 October 2012 March 2001 -May 2007
Volunteer Suit up for Equality Fashion Show - Human Rights Campaign Industry Student Interaction Coodinator Design Showcase- Graduation Show for college seniors Event Day Coordinator Fundamental - A three day Inter Institute College Fest Head Event Coordinator Timeless De-Tour Fashion Show and Workshop promotiong Indian handicrafts Volunteer Gandhi Corner - Participated in events like Day of Girl Child, Spare and Share a Meal. Taught underpriviledged children basic reading and writing, frequent visits to orphanages and old-age homes
SKILLS Computer Technical Language
Photoshop, Illustrator, InDesign, Microsoft Word, PowerPoint, Excel, Sketch, Python (Intermediate), HTML, CSS, JavaScript (Beginner) Assortment Planning, Sales Projection, Photography, Graphic Design (Intermediate), Packaging, Front-end Web Development, User Experience Design (Beginner) English, Hindi
10.2 FINANCIAL PLAN SHEETS _10.1 _10.2 _10.3 _10.4 _10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
START UP COSTS
Monthly Depreciation Expense
# Months of Useful Life
6,000.00
Yes
60
$
100.00
$
5,000.00
Yes
60
$
83.33
$
10,000.00
Yes
60
$
166.67
$
35,000.00
No
n/a
$
350.00
Detail
Technology and Phones
Cash Register, Fax/Copier, Printer, PC, Phones,Software
$
Selling Floor and Backstock Fixtures
Floor Fixtures/Shelves, Display Tables, Jewelry Cases
Leasehold Improvements (Material & Labor)
Flooring, Paint, Electrical, Light Fixtures, Fitting Rooms, Doors, Signage, Awning & Labor
Airstream Cost + Car
$ Amount
Wages and Salaries
3 Months
$
14,100.00
No
n/a
Marketing Startup
Initial Marketing Campaign
$
12,000.00
No
n/a
Opening Inventory
Cost BOM$ Inventory
$
42,916.84
No
n/a
Other Start Up Expenses
Permits, Insurance, Utility Deposits, Supplies
$
15,000.00
No
n/a
Contingency Reserve
Extra Cash for Unforeseen Expenses and Repairs $
10,000.00
No
n/a
Working Capital
Cash Needed in first months to keep bank funds $ positive
5,000.00
No
n/a
$
155,016.84
Total
Monthly Depreciation Expense
Depreciate ?
Item
1r1
3 YEAR MERCHANDISE INVENTORY FLOW
Yr1 Yr1Total Total
63 563
3-Year Merchandise Inventory Flow Summary
Year 1
Year 2
Year 3
BOM
$107,292
$111,524
$52,671
Sales Purchases
$232,511 $350,441
$251,112 $199,177
$271,201 $269,638
EOM
$111,524
$52,671
$43,637
Avg Inv Turn
$112,319 2.07
$65,326 3.84
$47,535 5.71
Q1-Yr1
Q2-Yr1
Q3-Yr1
Q4-Yr1
BOM Inventory
$107,292
$118,736
$115,479
$108,563
Total Net Sales COGS GM$ GM%
$52,902 $21,300 $31,602 59.7%
$64,346 $27,249 $37,097 57.7%
$61,089 $24,643 $36,446 59.7%
$54,173 $22,682 $31,492 58.1%
Purchases -Retail Purchases -Cost
$171,651 $70,174
$64,883 $26,920
$54,454 $22,850
$59,453 $24,245
EOM Inventory
$118,736
$115,479
$108,563
$111,524
BOM/Avg Inventory
$109,350
$115,725
$119,513
$107,748
0.48
0.56
0.51
Q1-Yr2 Q1-Yr2
3-Year 3-Year Turn Merchandise Merchandise Inventory InventoryFlow Flow Summary Summary Q2-Yr2 Q2-Yr2
Q3-Yr2 Q3-Yr2
Q4-Yr2 Q4-Yr2
$111,524 $111,524
$56,625 $56,625
$51,661 $51,661
$54,150 $54,150
Yr2 Yr2Total Total
Yr1 Total
Q1-Yr2
3-Year Merchandise Inventory Flow Summary Q2-Yr2
Q3-Yr2
Q4-Y
$111,524
$56,625
$51,661
$54,15
$232,511 $95,875 $136,636 58.8%
$57,135 $22,854 $34,281 60.0%
$69,494 $29,429 $40,064 57.7%
$65,976 $26,505 $39,471 59.8%
$58,50 $24,39 $34,10 58.3%
$350,441 $144,189
$2,249 $1,349
$68,627 $41,176
$68,769 $41,261
$59,53 $35,71
$56,625
$51,661
$54,150
$52,67
$112,319
$77,866
$54,778
$59,441
$48,82
0.50
2.07
0.73
1.27
1.11
1.20
Q1-Yr3 Q1-Yr3
Q2-Yr3 Q2-Yr3
Q3-Yr3 Q3-Yr3
Q4-Yr3 Q4-Yr3
Yr3 Yr3Total Total
$52,671 $52,671
$47,256 $47,256
$40,333 $40,333
$53,777 $53,777
373 282 292 %
$232,511 $232,511 $95,875 $95,875 $136,636 $136,636 58.8% 58.8%
$57,135 $57,135 $22,854 $22,854 $34,281 $34,281 60.0% 60.0%
$69,494 $69,494 $29,429 $29,429 $40,064 $40,064 57.7% 57.7%
$65,976 $65,976 $26,505 $26,505 $39,471 $39,471 59.8% 59.8%
$58,507 $58,507 $24,399 $24,399 $34,108 $34,108 58.3% 58.3%
$251,112 $251,112 $103,187 $103,187 $147,925 $147,925 58.9% 58.9%
$61,705 $61,705 $24,682 $24,682 $37,023 $37,023 60.0% 60.0%
$75,053 $75,053 $31,784 $31,784 $43,270 $43,270 57.7% 57.7%
$71,254 $71,254 $28,625 $28,625 $42,629 $42,629 59.8% 59.8%
$63,188 $63,188 $26,351 $26,351 $36,837 $36,837 58.3% 58.3%
$271,201 $271,201 $111,442 $111,442 $159,759 $159,759 58.9% 58.9%
353 545
$350,441 $350,441 $144,189 $144,189
$2,249 $2,249 $1,349 $1,349
$68,627 $68,627 $41,176 $41,176
$68,769 $68,769 $41,261 $41,261
$59,532 $59,532 $35,719 $35,719
$199,177 $199,177 $119,506 $119,506
$56,305 $56,305 $33,783 $33,783
$72,555 $72,555 $43,533 $43,533
$85,026 $85,026 $51,015 $51,015
$55,753 $55,753 $33,452 $33,452
$269,638 $269,638 $161,783 $161,783
$56,625 $56,625
$51,661 $51,661
$54,150 $54,150
$52,671 $52,671
$47,256 $47,256
$40,333 $40,333
$53,777 $53,777
$43,637 $43,637
$112,319 $112,319
$77,866 $77,866
$54,778 $54,778
$59,441 $59,441
$48,824 $48,824
$65,326 $65,326
$43,084 $43,084
$46,779 $46,779 1
$52,432 $52,432
$41,814 $41,814
$47,535 $47,535
2.07 2.07
0.73 0.73
1.27 1.27
1.11 1.11
1.20 1.20
3.84 3.84
1.43 1.43
1.60 1.60
1.36 1.36
1.51 1.51
5.71 5.71
24 524
48 748
0
Chapter 10
217 | 218
P& L FOR YEAR 1 9.9% Feb-Yr1
6.2% Mar-Yr1
6.7% Apr-Yr1
7.2% May-Yr1
10.2% Jun-Yr1
10.2% Jul-Yr1
5.9% Aug-Yr1
$22,996 $9,338 $13,658
$14,416 $5,766 $8,649
$15,491 $6,196 $9,294
$16,682 $6,706 $9,976
$23,832 $9,580 $14,251
Merch. GM w/ R&D
$13,658
$8,649
$9,294
$9,976
$14,251
$12,869
$8,276
Wages Off the Grid Cut Rents - Proxy, parking, etc. Marketing Expense Travel expense Health Insurance Insurance Accounting/Books Banking Interest Expense Depreciation Utilities & Security Telephone Supplies Misc. Repairs et al Credit Card Transaction Fee Shrinkage Total Expense
$4,700 $140 $500 $3,175 $1,500 $300 $150 $200 $35 $140 $350 $75 $25 $200 $25 $506 $3 $12,024
$4,700 $140 $500 $1,035 $1,000 $300 $150 $200 $35 $137 $350 $75 $25 $100 $25 $317 $2 $9,091
$4,700 $140 $500 $1,185 $500 $300 $150 $200 $35 $135 $350 $75 $25 $100 $25 $341 $2 $8,763
$4,700 $140 $500 $1,990 $500 $300 $150 $200 $35 $133 $350 $75 $25 $200 $25 $367 $3 $9,692
$4,700 $140 $500 $2,945 $500 $300 $150 $200 $35 $130 $350 $75 $25 $200 $25 $524 $4 $10,803
$4,700 $140 $500 $3,075 $500 $300 $150 $200 $35 $128 $350 $75 $25 $100 $25 $524 $4 $10,831
$4,700 $140 $500 $4,255 $500 $300 $150 $200 $35 $126 $350 $75 $25 $200 $25 $304 $2 $11,887
Profit/Loss
$1,634
-$442
$531
$284
$3,448
$2,038
-$3,611
Credit Card Trans Fee rate
2%
Fixed Expenses Variable Expenses Total Expenses
$6,325 $4,195 $10,520
$6,325 $1,764 $8,089
$6,325 $1,936 $8,261
$6,325 $2,865 $9,190
$6,325 $3,975 $10,300
$6,325 $4,002 $10,327
$6,325 $5,060 $11,385
BreakEven$ Volume BreakEven Sales per day BreakEven Sales per hour
$15,370 $512 $64
$13,243 $441 $55
$13,315 $444 $55
$14,837 $495 $62
$14,667 $489 $61
$17,000 $567 $71
$27,203 $907 $113
Sales
$22,996
$14,416
$15,491
$16,682
$23,832
$23,832
$13,832
Variable Expenses + COS
$13,533
$7,531
$8,132
$9,571
$13,555
$14,965
$10,615
Contribution Margin
$9,463
$6,885
$7,359
$7,111
$10,277
$8,867
$3,216
CM Ratio (CM/Sales)
41.15%
47.76%
47.50%
42.63%
43.12%
37.21%
23.25%
Net Sales COGS Merchandise GM$
$23,832 $10,963 $12,869
$13,832 $5,556 $8,276
Research & Development
%
32 80 51
10.2% Jul-Yr1
$23,832 $10,963 $12,869
5.9% Aug-Yr1 $13,832 $5,556 $8,276
8.9% Sep-Yr1 $20,747 $8,333 $12,414
11.4% Oct-Yr1
$26,510 $10,754 $15,756
10.9% 8.9% Nov-Yr1 Dec-Yr1 $25,358 $10,337 $15,020
$20,747 $8,458 $12,289
3.5% Jan-Yr1 $8,068 $3,886 $4,182
Yr1 Total
$232,511 $95,875 $136,636
%/Sls 100.0% 41.2% 58.8%
$0
0.0%
51
$12,869
$8,276
$12,414
$15,756
$15,020
$12,289
$4,182
$136,636
58.8%
00 40 00 45 00 00 50 00 35 30 50 75 25 00 25 24 $4 03
$4,700 $140 $500 $3,075 $500 $300 $150 $200 $35 $128 $350 $75 $25 $100 $25 $524 $4 $10,831
$4,700 $140 $500 $4,255 $500 $300 $150 $200 $35 $126 $350 $75 $25 $200 $25 $304 $2 $11,887
$4,700 $140 $500 $1,635 $500 $300 $150 $200 $35 $123 $350 $75 $25 $100 $25 $456 $3 $9,318
$4,700 $140 $500 $2,890 $500 $300 $150 $200 $35 $121 $350 $75 $25 $100 $25 $583 $4 $10,698
$4,700 $140 $500 $2,890 $500 $300 $150 $200 $35 $119 $350 $75 $25 $100 $25 $558 $4 $10,670
$4,700 $140 $500 $2,895 $500 $300 $150 $200 $35 $116 $350 $75 $25 $200 $25 $456 $3 $10,671
$4,700 $140 $500 $1,385 $500 $300 $150 $200 $35 $114 $350 $75 $25 $100 $25 $178 $1 $8,778
$56,400 $1,680 $6,000 $29,355 $7,500 $3,600 $1,800 $2,400 $420 $1,521 $4,200 $900 $300 $1,700 $300 $5,115 $35 $123,226
24.3% 0.7% 2.6% 12.6%
48
$2,038
-$3,611
$3,096
$5,058
$4,350
$1,618
-$4,596
$13,411
5.8%
25 75 00
$6,325 $4,002 $10,327
$6,325 $5,060 $11,385
$6,325 $2,490 $8,815
$6,325 $3,869 $10,194
$6,325 $3,841 $10,166
$6,325 $3,843 $10,168
$6,325 $1,951 $8,276
$75,900 $39,791 $115,691
32.6% 17.1% 49.8%
67 89 61
$17,000 $567 $71
$27,203 $907 $113
$13,223 $441 $55
$14,106 $470 $59
$14,347 $478 $60
$15,536 $518 $65
$22,878 $763 $95
$182,224 $6,524 $816
32
$23,832
$13,832
$20,747
$26,510
$25,358
$20,747
$8,068
$232,511
55
$14,965
$10,615
$10,823
$14,623
$14,179
$12,301
$5,838
$135,666
77
$8,867
$3,216
$9,924
$11,887
$11,179
$8,447
$2,231
$96,845
%
37.21%
23.25%
47.83%
44.84%
44.08%
40.71%
27.65%
41.65%
1.5% 0.8% 1.0% 0.2% 0.7% 1.8% 0.4% 0.1% 0.7% 0.1% 2.2% 0.0% 53.0%
Chapter 10
219 | 220
INVENTORY FLOW year one GM% IMU% year 2 growth year 3 growth
Inventory Flow Year 1
58.8% 60.0% 8.0% 10.0%
shrink %
Jan-Yr0
Feb-Yr1
BOM Net Sales
Mar-Yr1
Apr-Yr1
May-Yr1
Jun-Yr1
Jul-Yr
Aug-Yr1
Sep-Yr1
Oc
$107,292
$100,979
$110,395
$118,736
$115,885
$112,800
$115,479
$127,005
$22,996
$14,416
$15,491
$16,682
$23,832
$23,831.9
$13,831.5
$20,747.3
$
COGS
0.025%
9,338 $
5,766 $
6,196 $
6,706 $
9,580 $
10,963 $
5,556 $
8,333 $
GM$
$13,658
$8,649
$9,294
$9,976
$14,251
$12,869
$8,276
$12,414
GM%
59.4%
60.0%
60.0%
59.8%
59.8%
54.0%
59.8%
59.8%
-
$
MD$
-
$
-
$
-
$
83.41 $
MD%
119.16 $
3,574.78 $
0.5%
0.5%
15.0%
$
-
Purchases -Retail
$107,292
$16,688
$23,836
$23,836
$13,919
$20,872
$30,091
$25,361
$20,752
Purchases -Cost
$42,917
$6,710
$9,583
$10,965
$5,608
$8,409
$12,903
$10,340
$8,461
$6
$4
$4
$4
$6
$6
$3
$5
$100,979
$110,395
$118,736
$115,885
$112,800
$115,479
$127,005
$127,005
Shrinkage EOM
$107,292
$104,135
Avg Stk Stk:Sls
$105,687
$114,565
$117,310
$114,343
$114,140
$121,242
$
$127,005
4.7
7.0
7.1
7.1
4.9
4.7
8.3
6.1
4
Feb-Yr2
Mar-Yr2
Apr-Yr2
May-Yr2
Jun-Yr2
Jul-Yr2
Aug-Yr2
Sep-Yr2
Turn
$111,524
BOM Net Sales COGS GM$ GM% MD$ MD%
$
$95,697
$47,616
$56,625
$58,946
$51,880
$51,661
$64,731
$24,836 9,934 $ $14,901 60.0%
$15,569 6,228 $ $9,341 60.0%
$16,730 6,692 $ $10,038 60.0%
$18,017 7,243 $ $10,774 59.8%
$25,738 10,347 $ $15,392 59.8%
$25,738 11,840 $ $13,899 54.0%
$14,938 5,975 $ $8,963 60.0%
$22,407 8,963 $ $13,444 60.0%
-
-
-
90.08 $ 0.5%
128.69 $ 0.5%
3,860.77 $ 15.0%
-
-
$
Purchases -Retail Purchases -Cost
EOM
$
Net Sales COGS GM$ GM% MD$ MD% Purchases -Retail Purchases -Cost Shrinkage EOM Avg Stk Stk:Sls Turn
$
$
$
$
-$32,508 -$19,505
$25,743 $15,446
$20,433 $12,260
$18,808 $11,285
$29,386 $17,632
$28,013 $16,808
$24,902 $14,941
$6
$4
$4
$5
$6
$6
$4
$6
$95,697
$47,616
$56,625
$58,946
$51,880
$51,661
$64,731
$67,221
$103,611 4.5
$71,657 6.1
$52,120 2.8
$57,785 3.1
$55,413 2.3
$51,770 2.0
$58,196 3.5
$65,976 2.9
Feb-Yr3 BOM
$
$9,015 $5,409
Shrinkage
Avg Stk Stk:Sls Turn
Oc
Mar-Yr3
Apr-Yr3
May-Yr3
Jun-Yr3
Jul-Yr3
Aug-Yr3
$
2
Sep-Yr3
Oc
$52,671
$34,883
$37,527
$47,256
$55,595
$43,931
$40,333
$55,121
$26,822 10,729 $ $16,093 60.0%
$16,815 6,726 $ $10,089 60.0%
$18,068 7,227 $ $10,841 60.0%
$19,458 7,822 $ $11,636 59.8%
$27,798 11,175 $ $16,623 59.8%
$27,798 12,787 $ $15,011 54.0%
$16,133 6,453 $ $9,680 60.0%
$24,200 9,680 $ $14,520 60.0%
-
-
-
97.29 $ 0.5%
138.99 $ 0.5%
4,169.63 $ 15.0%
-
-
$
$
$
$
$9,041 $5,425
$19,462 $11,677
$27,802 $16,681
$27,900 $16,740
$16,279 $9,767
$28,376 $17,026
$30,926 $18,555
$29,583 $17,750
$7
$4
$5
$5
$7
$7
$4
$6
$34,883
$37,527
$47,256
$55,595
$43,931
$40,333
$55,121
$60,499
$43,777 2.0
$36,205 2.1
$42,391 2.1
$51,425 2.4
$49,763 2.0
$42,132 1.6
$47,727 2.5
$57,810 2.3
1
$
2
Inventory Flow Year 1
-Yr
Aug-Yr1
Sep-Yr1
Oct-Yr1
Nov-Yr1
Dec-Yr1
Jan-Yr1
Q1-Yr1
Q2-Yr1
Q3-Yr1
Q4-Yr1
Yr1 Total
$112,800
$115,479
$127,005
$127,005
$108,563
$108,041
$102,863
$107,292
$118,736
$115,479
$108,563
$23,831.9
$13,831.5
$20,747.3
$26,510.4
$25,357.8
$20,747.3
$8,068.4
$52,902
$64,346
$61,089
$54,173
3,886
$21,300
$27,249
$24,643
$22,682
$95,875
10,963 $
5,556 $
$12,869
$8,276
54.0%
59.8%
3,574.78 $
-
8,333 $
10,337 $
$12,414
$15,756
$15,020
$12,289
$4,182
$31,602
$37,097
$36,446
$31,492
$136,636
59.8%
59.4%
59.2%
59.2%
51.8%
59.7%
57.7%
59.7%
58.1%
58.8%
$
-
$
8,458 $
$232,511
10,754 $
265.10 $
380.37 $
311.21 $
1,613.68
$0
$3,777
$265
$2,305
$6,348
1.0%
1.5%
1.5%
20.0%
0.0%
5.9%
0.4%
4.3%
2.7%
15.0% $30,091
$25,361
$20,752
$8,340
$25,222
$15,885
$18,346
$171,651
$64,883
$54,454
$59,453
$350,441
$12,903
$10,340
$8,461
$4,049
$10,166
$6,417
$7,661
$70,174
$26,920
$22,850
$24,245
$144,189
$6
$3
$5
$7
$6
$5
$2
$115,479
$127,005
$127,005
$108,563
$108,041
$102,863
$111,524
$118,736
$115,479
$108,563
$111,524
$107,193
$109,350
$115,725
$119,513
$107,748
$112,319
0.5
0.6
0.5
0.5
2.07
$114,140
.7
$121,242
$127,005
8.3
Yr2
$117,784
6.1
Aug-Yr2
4.8
Sep-Yr2
$108,302 4.3
Oct-Yr2
$105,452 5.2
Nov-Yr2
12.7
Dec-Yr2
Jan-Yr2
$51,880
$51,661
$64,731
$67,221
$54,150
$44,532
$25,738 11,840 $ $13,899 54.0%
$14,938 5,975 $ $8,963 60.0%
$22,407 8,963 $ $13,444 60.0%
$28,631 11,567 $ $17,064 59.6%
$27,386 11,119 $ $16,268 59.4%
3,860.77 $ 15.0%
-
-
286.31 $ 1.0%
410.80 $ 1.5%
$
$
Q1-Yr2
Q2-Yr2
Q3-Yr2
Q4-Yr2
Yr2 Total
$43,944
$111,524
$56,625
$51,661
$54,150
$22,407 9,097 $ $13,310 59.4%
$8,714 4,183 $4,531 52.0%
$57,135 $22,854 $34,281 60.0%
$69,494 $29,429 $40,064 57.7%
$65,976 $26,505 $39,471 59.8%
$58,507 $24,399 $34,108 58.3%
$251,112 $103,187 $147,925 58.9%
336.11 $ 1.5%
1,742.77 20.0%
$0 $0
$4,080 $0
$286 0.4%
$2,490 4.3%
$6,856 2.7%
$2,249 $1,349
$68,627 $41,176
$68,769 $41,261
$59,532 $35,719
$199,177 $119,506
$29,386 $17,632
$28,013 $16,808
$24,902 $14,941
$15,854 $9,512
$18,186 $10,911
$22,160 $13,296
$19,186 $11,512
$6
$4
$6
$7
$7
$6
$2
$51,661
$64,731
$67,221
$54,150
$44,532
$43,944
$52,671
$56,625
$51,661
$54,150
$52,671
$51,770 .0
$58,196 3.5
$65,976 2.9
$60,686 2.3
$49,341 2.0
$44,238 2.0
$48,307 5.0
$77,866
$54,778
$59,441
$48,824
$65,326
0.7
1.3
1.1
1.2
3.84
Yr3
Aug-Yr3
Sep-Yr3
Oct-Yr3
Nov-Yr3
Dec-Yr3
Jan-Yr3
$43,931
$40,333
$55,121
$60,499
$53,777
$33,611
$27,798 12,787 $ $15,011 54.0%
$16,133 6,453 $ $9,680 60.0%
$24,200 9,680 $ $14,520 60.0%
$30,922 12,492 $ $18,429 59.6%
$29,577 12,008 $ $17,569 59.4%
4,169.63 $ 15.0%
-
-
309.22 $ 1.0%
$
$
Q1-Yr3
Q2-Yr3
Q3-Yr3
Q4-Yr3
Yr3 Total
$36,233
$52,671
$47,256
$40,333
$53,777
$24,200 9,825 $ $14,375 59.4%
$9,411 4,517 $4,894 52.0%
$61,705 $24,682 $37,023 60.0%
$75,053 $31,784 $43,270 57.7%
$71,254 $28,625 $42,629 59.8%
$63,188 $26,351 $36,837 58.3%
$271,201 $111,442 $159,759 58.9%
443.66 $ 1.5%
362.99 $ 1.5%
1,882.19 20.0%
$0 $0
$4,406 $0
$309 0.4%
$2,689 4.3%
$7,404 2.7%
$56,305 $33,783
$72,555 $43,533
$85,026 $51,015
$55,753 $33,452
$269,638 $161,783
$28,376 $17,026
$30,926 $18,555
$29,583 $17,750
$24,517 $14,710
$9,862 $5,917
$27,191 $16,315
$18,699 $11,219
$7
$4
$6
$8
$7
$6
$2
$40,333
$55,121
$60,499
$53,777
$33,611
$36,233
$43,637
$47,256
$40,333
$53,777
$43,637
$42,132 .6
$47,727 2.5
$57,810 2.3
$57,138 2.0
$43,694 1.8
$34,922 1.4
$39,935 3.9
$43,084
$46,779
$52,432
$41,814
$47,535
1.4
1.6
1.4
1.5
5.71
1
CASH FLOW FORECAST
Jan - Yr 0
Feb - Yr 1
Mar - Yr 1
Apr - Yr 1
May - Yr 1
Jun - Yr 1
Jul - Y
$1,634
-$442
$531
$284
$3,448
$2,0
-$2,525
$3,766
$3,336
-$1,140
-$1,234
$1,0
Less: Shrink and MDs (cost)
$3
$2
$2
$53
$75
$2,1
Plus: Depreciation Expense
$350
$350
$350
$350
$350
$35
Less: Principal Payments
$775
$775
$775
$775
$775
$77
Startup Loan/Personal $$
$155,017
Less: Start-up Capital Expenditures
$36,000
Equals: Available Start-up $$
$119,017
Profit or <Loss> (GM$-Expenses) Less: Monthly Incr. of Inv ( at Cost)
$42,917
Equals: Monthly Working Cash
-$42,917
$3,731
-$4,636
-$3,232
$947
$4,182
-$1,6
Equals: Monthly Net Cash
$76,100
$3,731
-$4,636
-$3,232
$947
$4,182
-$1,6
Cumulative Net Cash
$76,100
$79,831
$75,196
$71,963
$72,910
$77,092
$75,4
- Yr 1
Jul - Yr 1
Aug - Yr 1
Sep - Yr 1
Oct - Yr 1
Nov - Yr 1
Dec - Yr 1
Jan - Yr 1
Yr 1
,448
$2,038
-$3,611
$3,096
$5,058
$4,350
$1,618
-$4,596
$13,411
1,234
$1,071
$4,611
$0
-$7,377
-$209
-$2,071
$3,465
$44,610
$75
$2,148
$2
$3
$163
$232
$190
$969
$3,844
350
$350
$350
$350
$350
$350
$350
$350
$4,200
775
$775
$775
$775
$775
$775
$775
$775
$9,301
,182
-$1,606
-$8,649
$2,668
$11,847
$3,902
$3,075
-$9,455
-$40,144
,182
-$1,606
-$8,649
$2,668
$11,847
$3,902
$3,075
-$9,455
7,092
$75,485
$66,837
$69,505
$81,351
$85,253
$88,328
$78,873
Chapter 10
223 | 224
LOAN PAYMENT Month
Balance of Loan
Principal
2
$45,729.97
$775
1 3 4 5 6 7 8 9
10 11 12 13 14 15 16 17 18 19
20
21
22
23
24
25
26
27
28
29
$46,505.05 $44,954.88 $44,179.80 $43,404.71 $42,629.63 $41,854.55 $41,079.46 $40,304.38
$39,529.29 $38,754.21 $37,979.13 $37,204.04 $36,428.96 $35,653.87 $34,878.79 $34,103.70 $33,328.62 $32,553.54
$31,778.45
$31,003.37
$30,228.28
$29,453.20
$28,678.12
$27,903.03
$27,127.95
$26,352.86
$25,577.78
$24,802.69
$775
$
$775
$
$775 $775 $775 $775 $775 $775
$775 $775 $775 $775 $775 $775 $775 $775 $775 $775 $775
$775 $775
$775
$775
$775
$775
$775
$775
$775
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
$
$
$
$
$
$
$
$ $
$
Interest
140
Total Payment Due $
915
$
910
Loan Repayment Schedule $250 @ 5.75
137 135 133 130 128 126 123 121
119 116 114 112 109 107 105 102 100
98
95
93
91
88
86
84
81 79
77 74
$ $ $ $ $ $ $ $ $ $ $ $ $ $ $ $
$
$
$
$
$ $
$ $
$
$
$
912 908 905 903 901 898 896 894 891 889 887 884 882 880 877 875
873
870
868
866
863
861
859
856
854
852
849
30
$24,027.61
$775
$
72
$
847
32
$22,477.44
$775
$
67
$
843
31
33
34
35
36
37
38
39
40
41
42
43
$23,252.53
$21,702.36
$20,927.27
$20,152.19
$19,377.10
$18,602.02
$17,826.94
$17,051.85
$16,276.77
$15,501.68
$14,726.60
$13,951.52
$775
$775 $775
$775 $775
$775
$775
$775
$775
$775
$775
$775
$
$
$
$
$
$
$
$
$
$ $
$
70 65
63
60
58
56
53
51
49 47
44 42
$
$
$
$ $
$ $
$ $
$ $
$
845
840
838 836
833 831
829
826 824
822 819
817
19
$32,553.54
$775
$
98
$
873
21
$31,003.37
$775
$
93
$
868
20
22
23
24
25
26
27
28
29
30
31
$31,778.45
$30,228.28
$29,453.20
$28,678.12
$27,903.03
$27,127.95
$26,352.86
$25,577.78
$24,802.69
$24,027.61
$23,252.53
$775 $775
$775
$775
$775
$775
$775
$775
$775 $775
$775
$
$
$
$
$
$ $
$ $
$
$
95
91
88
86
84
81
79 77
74 72
70
$
870
$
866
$
863
$
861
$
859
$
856
$
854
$
852
$
849
$
847
$
845
32
$22,477.44
$775
$
67
$
843
34
$20,927.27
$775
$
63
$
838
33
35
36
37
38
39
40
41
42
43
44
45
46
47
48
49
50
51
52
53
54
55
56
57
58
59
60
$21,702.36
$20,152.19
$19,377.10
$18,602.02
$17,826.94
$17,051.85
$16,276.77
$15,501.68
$14,726.60
$13,951.52
$13,176.43
$12,401.35
$11,626.26
$10,851.18
$10,076.09 $9,301.01
$8,525.93
$7,750.84
$6,975.76
$6,200.67
$5,425.59
$4,650.51
$3,875.42
$3,100.34
$2,325.25
$1,550.17 $775.08
$775
$775 $775
$775 $775
$775
$775
$775
$775
$775
$775
$775
$775 $775
$775 $775
$775
$775
$775
$775
$775
$775
$775
$775
$775
$775
$775
$
$
$
$
$
$
$
$
$
$ $
$ $
$
$
$
$
$
$
$
$ $
$ $
65 60
58
56
53
51
49
47
44 42
40 37
35
33
30
28
26
23
21
19 16
14 12
9
$
$
$
7
-
5
$
840
$
836
$
833
$
831
$
829
$
826
$
824
$
822
$
819
$
817
$
815
$
812
$
810
$
808
$
805
$
803
$
801
$
798
$
796
$
794
$
791
$
789
$
787
$
784
$
782
$
$
780
1
-
Chapter 10
225 | 226
ASSORTMENT PLAN 60% IMU %
Season FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL FALL SPRING SPRING SPRING SPRING SPRING SPRING SPRING
Class Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Long Sleeves Long Sleeves Long Sleeves Long Sleeves Long Sleeves Long Sleeves Long Sleeves Sweaters Sweaters Sweaters Sweaters Sweaters Sweaters Sweaters Sweaters Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Full Shirts - Half Shirts - Half Shirts - Half Shirts - Half Shirts - Half Shirts - Half Shirts - Half Shirts - Half Hoodies Hoodies Hoodies Hoodies Hoodies Hoodies Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Pants Pants Pants Pants Shorts Shorts Shorts Shorts Socks Socks Socks Socks Socks Socks Socks Socks Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Toy Car Toy Car Toy Car Toy Car C. Mixer C. Mixer C. Mixer C. Mixer C. Mixer C. Mixer Headphones Headphones Polaroid Polaroid Polaroid Polaroid PolaroidFlim Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Canvas Prints Canvas Prints Canvas Prints Canvas Prints Canvas Prints Canvas Prints Phone Case 6 Case 6S Tablet Skin Coffee Mugs Coasters Fun Stuff Fun Stuff Grooming Grooming Grooming Grooming Grooming Grooming Grooming Grooming Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Tee Tee Tee Tee Tee Tee Tee
Vendor Out of Print Out of Print Out of Print Busted Tees Busted Tees Busted Tees United By Blue United By Blue United By Blue Iron and Resin Iron and Resin Iron and Resin Out of Print Out of Print Out of Print United By Blue Iron and Resin Iron and Resin Life After Denim Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Life After Denim Life After Denim Life After Denim United By Blue United By Blue Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Life After Denim Life After Denim Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC United By Blue United By Blue Iron and Resin Iron and Resin Design By Humans Design By Humans Design By Humans Design By Humans Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Iron and Resin Life After Denim Saturdays NYC Saturdays NYC Saturdays NYC United By Blue United By Blue Iron and Resin Iron and Resin United By Blue United By Blue United By Blue Ministry of Supply Saturdays NYC Saturdays NYC Iron and Resin Iron and Resin Out of Print Out of Print United By Blue United By Blue United By Blue United By Blue United By Blue United By Blue Sunski Sunski Sunski Sunski Sunski Sunski Sunski Sunski Sunski CandyLab CandyLab CandyLab CandyLab White Whale White Whale White Whale White Whale White Whale White Whale Accidently Extraordinary Accidently Extraordinary Impossible Impossible Impossible Impossible Impossible Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Out of Print One Log Fire Night Runner 270 Baxter of California Baxter of California Baxter of California Baxter of California Baxter of California Baxter of California Ursa Major Ursa Major Funky Pop Funky Pop Funky Pop Funky Pop Funky Pop Funky Pop Funky Pop Design By Humans Design By Humans Design By Humans Out of Print Out of Print Out of Print United By Blue
SKU TGS-F-1001 TGS-F-1002 TGS-F-1003 TGS-F-1004 TGS-F-1005 TGS-F-1006 TGS-F-1007 TGS-F-1008 TGS-F-1009 TGS-F-1010 TGS-F-1011 TGS-F-1012 TGS-F-2001 TGS-F-2002 TGS-F-2003 TGS-F-2004 TGS-F-2005 TGS-F-2006 TGS-F-2007 TGS-F-3001 TGS-F-3002 TGS-F-3003 TGS-F-3004 TGS-F-3005 TGS-F-3006 TGS-F-3007 TGS-F-3008 TGS-F-4001 TGS-F-4002 TGS-F-4003 TGS-F-4004 TGS-F-4005 TGS-F-4006 TGS-F-4007 TGS-F-4008 TGS-F-4009 TGS-F-4010 TGS-F-4011 TGS-F-4012 TGS-F-4013 TGS-F-5001 TGS-F-5002 TGS-F-5003 TGS-F-5004 TGS-F-5005 TGS-F-5006 TGS-F-5007 TGS-F-5008 TGS-F-5009 TGS-F-5010 TGS-F-6001 TGS-F-6002 TGS-F-6003 TGS-F-6004 TGS-F-6005 TGS-F-6006 TGS-F-7001 TGS-F-7002 TGS-F-7003 TGS-F-7004 TGS-F-7005 TGS-F-7006 TGS-F-7007 TGS-F-7008 TGS-F-7009 TGS-F-7010 TGS-F-7011 TGS-F-7012 TGS-F-7013 TGS-F-8001 TGS-F-8002 TGS-F-8003 TGS-F-8004 TGS-F-8005 TGS-F-8006 TGS-F-8007 TGS-F-8008 TGS-F-9001 TGS-F-9002 TGS-F-9003 TGS-F-9004 TGS-F-9005 TGS-F-9006 TGS-F-9007 TGS-F-9008 TGS-F-10001 TGS-F-10002 TGS-F-10003 TGS-F-10004 TGS-F-10005 TGS-F-10006 TGS-F-10007 TGS-F-10008 TGS-F-10009 TGS-F-11001 TGS-F-11002 TGS-F-11003 TGS-F-11004 TGS-F-11005 TGS-F-11006 TGS-F-11007 TGS-F-11008 TGS-F-11009 TGS-F-11010 TGS-F-11011 TGS-F-11012 TGS-F-11013 TGS-F-11014 TGS-F-11015 TGS-F-11016 TGS-F-11017 TGS-F-11018 TGS-F-11019 TGS-F-11020 TGS-F-11021 TGS-F-11022 TGS-F-11023 TGS-F-11024 TGS-F-11025 TGS-F-11026 TGS-F-11027 TGS-F-11028 TGS-F-11029 TGS-F-11030 TGS-F-11031 TGS-F-11032 TGS-F-11033 TGS-F-11034 TGS-F-11035 TGS-F-11036 TGS-F-11037 TGS-F-11038 TGS-F-11039 TGS-F-11040 TGS-F-11041 TGS-F-11042 TGS-F-11043 TGS-F-11044 TGS-F-11045 TGS-F-11046 TGS-F-11047 TGS-F-11048 TGS-F-11049 TGS-F-11050 TGS-F-11051 TGS-F-11052 TGS-F-11053 TGS-F-11054 TGS-F-11055 TGS-F-11056 TGS-F-11057 TGS-F-11058 TGS-F-11059 TGS-F-11060 TGS-F-12001 TGS-F-12002 TGS-F-12003 TGS-F-12004 TGS-F-12005 TGS-F-12006 TGS-F-12007 TGS-F-12008 TGS-F-11061 TGS-F-11062 TGS-F-11063 TGS-F-11064 TGS-F-11065 TGS-F-11066 TGS-F-11067 TGS-S-1001 TGS-S-1002 TGS-S-1003 TGS-S-1004 TGS-S-1005 TGS-S-1006 TGS-S-1007
Item Frankenstein Printed Tee Hyperbole Printed Tee Metamorphosis Printed Tee Dawn of Gaming Tee Magic King Tee Father, Son. Holy Spirit Tee Men's Cabin Tee Outdoor World Tee Outside Tee Plain Pocket Tee Plain Pocket Tee Plain Pocket Tee Clockwork Orange Print Tee Sherlock Holmes Print Tee Catch 22 Russian Edition Well Said Pullover
Paragidm Henley
INR Ventura Crewneck
Astoria Crew Everyday Horizontal Rib Sweater Everyday Horizontal Rib Sweater Everyday Color Block Sweater Everyday Color Block Sweater Mercury SVK Crew Neck Mercury SVK Crew Neck Mercury SVK V Neck Mercury SVK V Neck Artisan Shirt Artisan Shirt Oxford Shirt Sansom Plaid Angus Jacquard Twill Shirt Crosby Fragment Shirt Javas Marled Shirt Javas Marled Shirt Crosby Hounstooth Shirt Gemini Dress Shirt Gemini Dress Shirt Gemini Dress Shirt Gemini Dress Shirt Gemini Dress Shirt Gemini Dress Shirt Breton Shirt Riviera Shirt Esquina Stipple Print Shirt Esquina Stipple Print Shirt Esquina Moire Shirt Esquina Maze Shirt Men's Kempton Color Block Shirt Walker Short Sleeve Button Down Imperial Hoodie Imperial Hoodie Periodic Mario Table The clan Pokemon Better Call Vault Tec Not a Unicorn Labs 3D Jacket Aviator II Jacket Aviator II Jacket Aviator II Jacket Vanguard Jacket M1 Bomber Jacket Christo Bomber Jacket Christo Bomber Jacket Emil Denim Jacket Men's Milton Jacket Remus Fleece Vest Vanguard Jacket Shelter Shirt Jacket Mens Dominion Twill Pants Mens Dominion Twill Pants Mens Dominion Twill Pants Labs 3D Pants Tommy Chino Shorts Tommy Chino Shorts Trooper Short Trooper Short Banned Books Socks Library Card Blue Socks Aqua Arrow Oatmeal Cross Red Diamond Blue Stripes Navy Slant Evergreen Peaks Sunski Dipseas Sunski Dipseas Sunski Dipseas Sunski Taravals Sunski Taravals Sunski Originals Sunski Madrona Sunski Headlands Sunski Headlands Towie Racer Camper trailer with Magnet CandyCab Woodie Wood Panel Wagon Gin Mixer Rum Mixer Vodka Mixer Tequila Mixer Rye Whiskey Mixer Bourbon Mixer Bluetooth 51st Studio Polaroid 600 Camera - Round Polaroid 600 Camera - Square Polaroid 600 Camera - Talking Camera Polaroid 600 Camera - We the People Color Film for 600 VR Cardboard Viewer (Google) VR Cardboard Pop-up Viewer Robot Cleaning Ball. Battery Operated Big Enter Key - USB Powered - Stress Buster S'more Pillow Warmer - Wireless Yeti Pillow Warmer - Wireless Toast Bluetooth Speakers Yeti Heated Footwarmer Uni Unicorn Ambient Light Galaxy Backpack Tetris Light Projector Dome Map - White Star Map Projector Dome Map -Navy Galaxy Fat Unicorn Rainbow Jetpack Snow White Sherlock Mark the Cat who loves Andy True Love Sriricha The Magic Moment Art Print Toy Figure Solar System Victorian Wars Alan Rickman Dave Grohl Spring Crop at Rosseland Silver Beauty Captain Soup Spider Brush Spider Food Carpe That Fucking Diem Natural History Museum Duke R2 D2 Duke R2 D2 Bert Et Un De Ses Frères Pika Stardust The Best Supper Type 1 to 8 Type 1 to 8 Type 1 to 8 Type 1 to 20 Type 1 to 5 One Log Fire Night Runner Shoe Lights Hair 123 Kit Skin 123 Kit Body 123 Kit Hair Essentials Kit Safety Razor Set Wet Shave Starter Kit Daily Skin Care Set Shave Set Star Wars Stormtrooper - Hikari Mystic Powers Spiderman Smaug Midnight Bob Fett Star Clone Trooper Super Shot Gun Shadow Trooper Super Shot Gun Bob Fett
The Hitchhiker's Guide to the Galaxy The Hitchhiker's Guide to the Galaxy The War of the Worlds Men's Camp Geo Tee
Grey Black Green
Color
Grey
Grey Blue Dark Red Green Navy Blue Blue Olive Black Grey Black Black Black
Denim
Grey Jet Black Heather Blue Olive Blue + Black Grey + Olive Black Charcoal Black Charcoal White Plains NYPD Blue Paris Blue Jet Black Denim White Navy/White Slate/White White + Black Optic White Blue White & Black Grid Navy & White Grid Blue Light Grey NYPD Blue Blanc Navy White White Navy RedGrey ColorBlock Red Diamond Sage Navy black Grey Black Black Grey Midnight Charcoal Light Grey Rust Dark Gris Dark Olive Navy Bleached Washed Olive Blue + Orange Navy Camel Tan Grey Navy Grey Khaki Olive Charcoal Navy White + Black Blue + Black Blue` Brown Red Blue + White Navy Olive Tortoise Amber Black Gold Seafoam Slate Black Black Black Aqua Blue Brown Black Blue Graphite Blue + White Yellow Taxi Yellow
Sizes S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S, L S, L S, L S, L S, L S, L S, L S, L
Green Black Black + Blue Black + White
Blue Grey Green
S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL
Target Whls Target Retail $11.20 $28.00 $11.20 $28.00 $11.20 $28.00 $8.00 $20.00 $8.00 $20.00 $8.00 $20.00 $14.40 $36.00 $14.40 $36.00 $14.40 $36.00 $17.60 $44.00 $17.60 $44.00 $17.60 $44.00 $16.80 $42.00 $16.80 $42.00 $16.80 $42.00 $23.20 $58.00 $32.00 $80.00 $36.80 $92.00 $35.20 $88.00 $64.00 $160.00 $64.00 $160.00 $70.00 $175.00 $70.00 $175.00 $50.00 $125.00 $50.00 $125.00 $50.00 $125.00 $50.00 $125.00 $47.20 $118.00 $47.20 $118.00 $47.20 $118.00 $39.20 $98.00 $50.00 $125.00 $50.00 $125.00 $56.00 $140.00 $56.00 $140.00 $50.00 $125.00 $58.00 $145.00 $58.00 $145.00 $58.00 $145.00 $58.00 $145.00 $58.00 $115.00 $58.00 $115.00 $59.20 $148.00 $44.00 $110.00 $46.00 $115.00 $46.00 $115.00 $46.00 $115.00 $46.00 $115.00 $28.80 $72.00 $28.80 $72.00 $76.00 $190.00 $76.00 $190.00 $19.20 $48.00 $19.20 $48.00 $19.20 $48.00 $19.20 $48.00 $180.00 $450.00 $140.00 $350.00 $140.00 $350.00 $140.00 $350.00 $116.00 $290.00 $99.20 $248.00 $120.00 $300.00 $118.00 $295.00 $70.00 $175.00 $59.20 $148.00 $39.20 $98.00 $116.00 $290.00 $110.00 $275.00 $35.20 $88.00 $35.20 $88.00 $35.20 $88.00 $100.00 $250.00 $39.20 $98.00 $39.20 $98.00 $58.00 $145.00 $58.00 $145.00 $4.00 $10.00 $4.00 $10.00 $4.80 $12.00 $4.80 $12.00 $4.80 $12.00 $4.80 $12.00 $4.80 $12.00 $4.80 $12.00 $22.00 $55.00 $22.00 $55.00 $22.00 $55.00 $23.20 $58.00 $23.20 $58.00 $19.20 $48.00 $22.00 $55.00 $19.20 $48.00 $19.20 $48.00 $15.60 $39.00 $12.00 $30.00 $10.00 $25.00 $12.00 $30.00 $4.40 $10.99 $4.40 $10.99 $4.40 $10.99 $4.40 $10.99 $4.40 $10.99 $4.40 $10.99 $79.60 $199.00 $79.60 $199.00 $39.80 $99.49 $51.80 $129.49 $63.20 $157.99 $63.20 $157.99 $9.40 $23.49 $11.98 $29.95 $9.98 $24.95 $16.00 $39.99 $6.00 $14.99 $20.00 $49.99 $20.00 $49.99 $20.00 $49.99 $20.00 $49.99 $6.80 $16.99 $16.00 $39.99 $14.00 $34.99 $7.20 $17.99 $7.20 $17.99 $14.80 $37.00 $14.80 $37.00 $14.80 $37.00 $14.80 $37.00 $14.80 $37.00 $34.80 $87.00 $32.80 $82.00 $38.40 $96.00 $36.40 $91.00 $34.40 $86.00 $34.40 $86.00 $38.40 $96.00 $34.80 $87.00 $34.80 $87.00 $50.00 $125.00 $50.00 $125.00 $48.80 $122.00 $38.00 $95.00 $60.00 $150.00 $38.00 $95.00 $38.00 $95.00 $60.00 $150.00 $60.00 $150.00 $15.20 $38.00 $15.20 $38.00 $10.00 $25.00 $6.00 $15.00 $7.20 $18.00 $5.18 $12.95 $23.98 $59.95 $22.00 $55.00 $22.00 $55.00 $20.00 $50.00 $23.60 $59.00 $104.00 $260.00 $50.00 $125.00 $45.60 $114.00 $39.60 $99.00 $32.00 $80.00 $32.00 $80.00 $8.00 $20.00 $32.00 $80.00 $32.00 $80.00 $80.00 $200.00 $80.00 $200.00 $9.60 $24.00 $9.60 $24.00 $9.60 $24.00 $11.20 $28.00 $11.20 $28.00 $11.20 $28.00 $14.40 $36.00
Projected SEASON unit Projected annual $$ sales sales 12 $336.00 12 $336.00 12 $336.00 18 $360.00 18 $360.00 18 $360.00 12 $432.00 12 $432.00 12 $432.00 12 $528.00 12 $528.00 12 $528.00 12 $504.00 12 $504.00 12 $504.00 12 $696.00 12 $960.00 12 $1,104.00 12 $1,056.00 12 $1,920.00 12 $1,920.00 12 $2,100.00 12 $2,100.00 12 $1,500.00 12 $1,500.00 12 $1,500.00 12 $1,500.00 12 $1,416.00 12 $1,416.00 12 $1,416.00 12 $1,176.00 12 $1,500.00 10 $1,250.00 10 $1,400.00 10 $1,400.00 10 $1,250.00 8 $1,160.00 8 $1,160.00 8 $1,160.00 8 $1,160.00 8 $1,160.00 8 $1,160.00 10 $1,480.00 10 $1,100.00 8 $920.00 8 $920.00 8 $920.00 8 $920.00 8 $576.00 8 $576.00 10 $1,900.00 10 $1,900.00 6 $288.00 6 $288.00 6 $288.00 6 $288.00 8 $2,700.00 8 $2,100.00 8 $2,100.00 8 $2,100.00 5 $1,450.00 5 $1,240.00 5 $1,500.00 5 $1,475.00 5 $875.00 8 $1,184.00 10 $980.00 8 $2,320.00 5 $1,375.00 5 $440.00 5 $440.00 5 $440.00 5 $1,250.00 8 $784.00 8 $784.00 5 $725.00 5 $725.00 4 $40.00 4 $40.00 6 $72.00 6 $72.00 4 $48.00 6 $72.00 6 $72.00 4 $48.00 6 $330.00 4 $220.00 6 $330.00 6 $348.00 4 $232.00 4 $192.00 6 $330.00 6 $288.00 4 $192.00 12 $468.00 12 $360.00 12 $300.00 12 $360.00 5 $54.95 5 $54.95 5 $54.95 5 $54.95 5 $54.95 5 $54.95 8 $1,592.00 8 $1,592.00 4 $397.96 5 $647.45 4 $631.96 4 $631.96 20 $469.80 10 $299.50 10 $249.50 10 $399.90 10 $149.90 5 $249.95 5 $249.95 4 $199.96 4 $199.96 5 $84.95 5 $199.95 8 $279.92 8 $143.92 8 $143.92 1 $37.00 1 $37.00 1 $37.00 1 $37.00 1 $37.00 1 $87.00 1 $82.00 1 $96.00 2 $182.00 2 $172.00 2 $172.00 1 $96.00 2 $174.00 2 $174.00 4 $500.00 4 $500.00 1 $122.00 2 $190.00 2 $300.00 4 $380.00 2 $190.00 4 $600.00 4 $600.00 8 $304.00 8 $304.00 8 $200.00 20 $300.00 5 $90.00 6 $77.70 5 $299.75 8 $440.00 8 $440.00 8 $400.00 8 $472.00 6 $1,560.00 10 $1,250.00 6 $684.00 10 $990.00 5 $400.00 5 $400.00 5 $100.00 5 $400.00 5 $400.00 5 $1,000.00 5 $1,000.00 7 $168.00 7 $168.00 7 $168.00 12 $336.00 12 $336.00 12 $336.00 12 $432.00
Spring/Summer Fall Winter Limited Min Units
4 4 4 5 5 5 4 4 4 5 5 5 3 3 3 4 4 4 5 3 3 3 3 3 3 3 3 4 3 4 4 3 3 3 3 3 2 2 2 2 2 2 3 3 3 3 3 3 2 2 1 1 1 1 1 1 2 2 2 2 2 2 2 2 2 2 3 2 2 4 4 4 4 4 4 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 1 1 1 3 3 3 3 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 3 2 2 1 1 1 1 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 7 7 7 15 3 3 2 1 1 1 1 1 1 1 1 2 2 2 2 2 2 2 4 4 4 4 4 4 4
Min COG $45 $45 $45 $40 $40 $40 $58 $58 $58 $88 $88 $88 $50 $50 $50 $93 $128 $147 $176 $192 $192 $210 $210 $150 $150 $150 $150 $189 $142 $189 $157 $150 $150 $168 $168 $150 $116 $116 $116 $116 $116 $116 $178 $132 $138 $138 $138 $138 $58 $58 $76 $76 $19 $19 $19 $19 $360 $280 $280 $280 $232 $198 $240 $236 $140 $118 $118 $232 $220 $141 $141 $141 $400 $157 $157 $116 $116 $8 $8 $10 $10 $10 $10 $10 $10 $22 $22 $22 $23 $23 $19 $22 $19 $19 $47 $36 $30 $36 $4 $4 $4 $4 $4 $4 $80 $80 $40 $52 $63 $63 $9 $12 $10 $32 $18 $40 $40 $20 $20 $7 $16 $28 $14 $14 $15 $15 $15 $15 $15 $35 $33 $38 $36 $34 $34 $38 $35 $35 $50 $50 $49 $38 $60 $38 $38 $60 $60 $106 $106 $70 $90 $22 $16 $48 $22 $22 $20 $24 $104 $50 $46 $40 $64 $64 $16 $64 $64 $160 $160 $38 $38 $38 $45 $45 $45 $58
Min Retail $112 $112 $112 $100 $100 $100 $144 $144 $144 $220 $220 $220 $126 $126 $126 $232 $320 $368 $440 $480 $480 $525 $525 $375 $375 $375 $375 $472 $354 $472 $392 $375 $375 $420 $420 $375 $290 $290 $290 $290 $230 $230 $444 $330 $345 $345 $345 $345 $144 $144 $190 $190 $48 $48 $48 $48 $900 $700 $700 $700 $580 $496 $600 $590 $350 $296 $294 $580 $550 $352 $352 $352 $1,000 $392 $392 $290 $290 $20 $20 $24 $24 $24 $24 $24 $24 $55 $55 $55 $58 $58 $48 $55 $48 $48 $117 $90 $75 $90 $11 $11 $11 $11 $11 $11 $199 $199 $99 $129 $158 $158 $23 $30 $25 $80 $45 $100 $100 $50 $50 $17 $40 $70 $36 $36 $37 $37 $37 $37 $37 $87 $82 $96 $91 $86 $86 $96 $87 $87 $125 $125 $122 $95 $150 $95 $95 $150 $150 $266 $266 $175 $225 $54 $39 $120 $55 $55 $50 $59 $260 $125 $114 $99 $160 $160 $40 $160 $160 $400 $400 $96 $96 $96 $112 $112 $112 $144
Opening Units
6 6 6 10 10 10 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 6 5 5 5 5 4 4 4 4 4 4 5 5 4 4 4 4 4 4 5 5 3 3 3 3 4 4 4 4 3 3 3 3 3 4 5 4 3 3 3 3 3 4 4 3 3 2 2 3 3 2 3 3 2 3 2 3 3 2 2 3 3 2 6 6 6 6 3 3 3 3 3 3 4 4 2 3 2 2 11 5 5 5 5 3 3 2 2 3 3 4 4 4 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 1 1 1 2 1 2 2 4 4 4 11 3 3 3 4 4 4 4 3 5 3 5 3 3 3 3 3 3 3 3 3 3 6 6 6 6
Opening COG $71 $71 $71 $76 $76 $76 $92 $92 $92 $112 $112 $112 $107 $107 $107 $148 $204 $234 $224 $407 $407 $445 $445 $318 $318 $318 $318 $300 $300 $300 $249 $318 $265 $297 $297 $265 $139 $139 $139 $139 $139 $139 $314 $233 $195 $195 $195 $195 $122 $122 $403 $403 $61 $61 $61 $61 $324 $252 $252 $252 $307 $263 $318 $313 $186 $251 $208 $492 $292 $93 $93 $93 $265 $166 $166 $154 $154 $8 $8 $15 $15 $10 $15 $15 $10 $70 $47 $70 $74 $49 $41 $70 $61 $41 $99 $76 $64 $76 $12 $12 $12 $12 $12 $12 $338 $338 $84 $137 $134 $134 $100 $63 $53 $85 $32 $53 $53 $42 $42 $18 $42 $59 $31 $31 $8 $8 $8 $8 $8 $18 $17 $20 $39 $36 $36 $20 $37 $37 $106 $106 $26 $40 $64 $81 $40 $127 $127 $64 $64 $42 $64 $19 $16 $76 $93 $93 $85 $100 $331 $265 $145 $210 $85 $85 $21 $85 $85 $212 $212 $31 $31 $31 $62 $62 $62 $79
20.00%
Opening Retail Feb Units $178 0 $178 0 $178 0 $191 0 $191 0 $191 0 $229 0 $229 0 $229 0 $280 0 $280 0 $280 0 $267 0 $267 0 $267 0 $369 0 $509 0 $585 0 $560 0 $1,018 0 $1,018 0 $1,113 0 $1,113 0 $795 0 $795 0 $795 0 $795 0 $750 0 $750 0 $750 0 $623 0 $795 0 $663 0 $742 0 $742 0 $663 0 $348 1 $348 1 $348 1 $348 1 $348 1 $348 1 $784 0 $583 0 $488 0 $488 0 $488 0 $488 0 $305 0 $305 0 $1,007 0 $1,007 0 $153 0 $153 0 $153 0 $153 0 $810 1 $630 1 $630 1 $630 1 $769 0 $657 0 $795 0 $782 0 $464 0 $628 0 $519 0 $1,230 0 $729 0 $233 0 $233 0 $233 0 $663 0 $416 0 $416 0 $384 0 $384 0 $21 0 $21 0 $38 0 $38 0 $25 0 $38 0 $38 0 $25 0 $175 0 $117 0 $175 0 $184 0 $123 0 $102 0 $175 0 $153 0 $102 0 $248 0 $191 0 $159 0 $191 0 $29 0 $29 0 $29 0 $29 0 $29 0 $29 0 $844 0 $844 0 $211 0 $343 0 $335 0 $335 0 $249 0 $159 0 $132 0 $212 0 $79 0 $132 0 $132 0 $106 0 $106 0 $45 0 $106 0 $148 0 $76 0 $76 0 $20 0 $20 0 $20 0 $20 0 $20 0 $46 0 $43 0 $51 0 $96 0 $91 0 $91 0 $51 0 $92 0 $92 0 $265 0 $265 0 $65 0 $101 0 $159 0 $201 0 $101 0 $318 0 $318 0 $161 0 $161 0 $106 0 $159 0 $48 0 $41 0 $189 0 $233 0 $233 0 $212 0 $250 0 $827 0 $663 0 $363 0 $525 0 $212 0 $212 0 $53 0 $212 0 $212 0 $530 0 $530 0 $77 1 $77 1 $77 1 $155 2 $155 2 $155 2 $199 2
13.00%
Feb COGS
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $46 $46 $46 $46 $46 $46 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $108 $84 $84 $84 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $13 $13 $13 $27 $27 $27 $35
Feb Retail
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $116 $116 $116 $116 $92 $92 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $270 $210 $210 $210 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $34 $34 $34 $67 $67 $67 $86
Mar Units 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 2 2 2 2
13.00%
Mar COGS $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $9 $9 $9 $17 $17 $17 $22
Mar Retail
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $22 $22 $22 $44 $44 $44 $56
Apr Units
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 2 2 2 2
Apr COGS $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $9 $9 $9 $17 $17 $17 $22
Apr Retail
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $22 $22 $22 $44 $44 $44 $56
May
14.00%
y Units
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 2 2 2 2
20.00%
May COGS $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $9 $9 $9 $19 $19 $19 $24
May Retail
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $24 $24 $24 $47 $47 $47 $60
Jun Units
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 2 2 2 2
20.00%
Jun COGS $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $13 $13 $13 $27 $27 $27 $35
Jun Retail
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $34 $34 $34 $67 $67 $67 $86
Jul Units
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 2 2 2 2
12.00%
Jul COGS $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $13 $13 $13 $27 $27 $27 $35
Jul Retail
$0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $34 $34 $34 $67 $67 $67 $86
Aug Units 1 1 1 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 1 1 0 1 1 0 1 0 1 1 0 0 1 1 0 1 1 1 1 1 1 1 1 1 1 1 1 0 1 0 0 2 1 1 1 1 1 1 0 0 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0
18.00%
Aug COGS Aug Retail $16 $40 $16 $40 $16 $40 $17 $43 $17 $43 $17 $43 $21 $52 $21 $52 $21 $52 $25 $63 $25 $63 $25 $63 $24 $60 $24 $60 $24 $60 $33 $84 $46 $115 $53 $132 $51 $127 $92 $230 $92 $230 $101 $252 $101 $252 $72 $180 $72 $180 $72 $180 $72 $180 $68 $170 $68 $170 $68 $170 $56 $141 $72 $180 $60 $150 $67 $168 $67 $168 $60 $150 $56 $139 $56 $139 $56 $139 $56 $139 $56 $110 $56 $110 $71 $178 $53 $132 $44 $110 $44 $110 $44 $110 $44 $110 $28 $69 $28 $69 $91 $228 $91 $228 $14 $35 $14 $35 $14 $35 $14 $35 $173 $432 $134 $336 $134 $336 $134 $336 $70 $174 $60 $149 $72 $180 $71 $177 $42 $105 $57 $142 $47 $118 $111 $278 $66 $165 $21 $53 $21 $53 $21 $53 $60 $150 $38 $94 $38 $94 $35 $87 $35 $87 $2 $5 $2 $5 $3 $9 $3 $9 $2 $6 $3 $9 $3 $9 $2 $6 $16 $40 $11 $26 $16 $40 $17 $42 $11 $28 $9 $23 $16 $40 $14 $35 $9 $23 $22 $56 $17 $43 $14 $36 $17 $43 $3 $7 $3 $7 $3 $7 $3 $7 $3 $7 $3 $7 $76 $191 $76 $191 $19 $48 $31 $78 $30 $76 $30 $76 $23 $56 $14 $36 $12 $30 $19 $48 $7 $18 $12 $30 $12 $30 $10 $24 $10 $24 $4 $10 $10 $24 $13 $34 $7 $17 $7 $17 $2 $4 $2 $4 $2 $4 $2 $4 $2 $4 $4 $10 $4 $10 $5 $12 $9 $22 $8 $21 $8 $21 $5 $12 $8 $21 $8 $21 $24 $60 $24 $60 $6 $15 $9 $23 $14 $36 $18 $46 $9 $23 $29 $72 $29 $72 $15 $36 $15 $36 $10 $24 $14 $36 $4 $11 $4 $9 $14 $36 $21 $53 $21 $53 $19 $48 $23 $57 $75 $187 $60 $150 $33 $82 $48 $119 $19 $48 $19 $48 $5 $12 $19 $48 $19 $48 $48 $120 $48 $120 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
Sep Units
2 2 2 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 2 2 1 1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 4 2 2 2 2 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 1 0 1 1 1 1 1 4 1 1 1 1 1 1 1 1 2 1 2 1 1 1 1 1 1 1 0 0 0 0 0 0 0
23.00%
Sep COGS $24 $24 $24 $26 $26 $26 $31 $31 $31 $38 $38 $38 $36 $36 $36 $50 $69 $79 $76 $138 $138 $151 $151 $108 $108 $108 $108 $102 $102 $102 $85 $108 $90 $101 $101 $90 $84 $84 $84 $84 $84 $84 $107 $79 $66 $66 $66 $66 $41 $41 $137 $137 $21 $21 $21 $21 $259 $202 $202 $202 $104 $89 $108 $106 $63 $85 $71 $167 $99 $32 $32 $32 $90 $56 $56 $52 $52 $3 $3 $5 $5 $3 $5 $5 $3 $24 $16 $24 $25 $17 $14 $24 $21 $14 $34 $26 $22 $26 $4 $4 $4 $4 $4 $4 $115 $115 $29 $47 $46 $46 $34 $22 $18 $29 $11 $18 $18 $14 $14 $6 $14 $20 $10 $10 $3 $3 $3 $3 $3 $6 $6 $7 $13 $12 $12 $7 $13 $13 $36 $36 $9 $14 $22 $27 $14 $43 $43 $22 $22 $14 $22 $6 $6 $22 $32 $32 $29 $34 $112 $90 $49 $71 $29 $29 $7 $29 $29 $72 $72 $0 $0 $0 $0 $0 $0 $0
Sep Retail
$60 $60 $60 $65 $65 $65 $78 $78 $78 $95 $95 $95 $91 $91 $91 $125 $173 $199 $190 $346 $346 $378 $378 $270 $270 $270 $270 $255 $255 $255 $212 $270 $225 $252 $252 $225 $209 $209 $209 $209 $166 $166 $266 $198 $166 $166 $166 $166 $104 $104 $342 $342 $52 $52 $52 $52 $648 $504 $504 $504 $261 $223 $270 $266 $158 $213 $176 $418 $248 $79 $79 $79 $225 $141 $141 $131 $131 $7 $7 $13 $13 $9 $13 $13 $9 $59 $40 $59 $63 $42 $35 $59 $52 $35 $84 $65 $54 $65 $10 $10 $10 $10 $10 $10 $287 $287 $72 $117 $114 $114 $85 $54 $45 $72 $27 $45 $45 $36 $36 $15 $36 $50 $26 $26 $7 $7 $7 $7 $7 $16 $15 $17 $33 $31 $31 $17 $31 $31 $90 $90 $22 $34 $54 $68 $34 $108 $108 $55 $55 $36 $54 $16 $14 $54 $79 $79 $72 $85 $281 $225 $123 $178 $72 $72 $18 $72 $72 $180 $180 $0 $0 $0 $0 $0 $0 $0
Oct Units
3 3 3 4 4 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 2 2 2 2 1 1 1 1 1 2 2 2 1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 3 3 3 3 1 1 1 1 1 1 2 2 1 1 1 1 5 2 2 2 2 1 1 1 1 1 1 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 1 0 1 1 2 2 2 5 1 1 1 2 2 2 2 1 2 1 2 1 1 1 1 1 1 1 0 0 0 0 0 0 0
22.00%
Oct COGS $31 $31 $31 $33 $33 $33 $40 $40 $40 $49 $49 $49 $46 $46 $46 $64 $88 $102 $97 $177 $177 $193 $193 $138 $138 $138 $138 $130 $130 $130 $108 $138 $115 $129 $129 $115 $107 $107 $107 $107 $107 $107 $136 $101 $85 $85 $85 $85 $53 $53 $175 $175 $26 $26 $26 $26 $331 $258 $258 $258 $133 $114 $138 $136 $81 $109 $90 $213 $127 $40 $40 $40 $115 $72 $72 $67 $67 $4 $4 $7 $7 $4 $7 $7 $4 $30 $20 $30 $32 $21 $18 $30 $26 $18 $43 $33 $28 $33 $5 $5 $5 $5 $5 $5 $146 $146 $37 $60 $58 $58 $43 $28 $23 $37 $14 $23 $23 $18 $18 $8 $18 $26 $13 $13 $3 $3 $3 $3 $3 $8 $8 $9 $17 $16 $16 $9 $16 $16 $46 $46 $11 $17 $28 $35 $17 $55 $55 $28 $28 $18 $28 $8 $7 $28 $40 $40 $37 $43 $144 $115 $63 $91 $37 $37 $9 $37 $37 $92 $92 $0 $0 $0 $0 $0 $0 $0
Oct Retail
$77 $77 $77 $83 $83 $83 $99 $99 $99 $121 $121 $121 $116 $116 $116 $160 $221 $254 $243 $442 $442 $483 $483 $345 $345 $345 $345 $326 $326 $326 $270 $345 $288 $322 $322 $288 $267 $267 $267 $267 $212 $212 $340 $253 $212 $212 $212 $212 $132 $132 $437 $437 $66 $66 $66 $66 $828 $644 $644 $644 $334 $285 $345 $339 $201 $272 $225 $534 $316 $101 $101 $101 $288 $180 $180 $167 $167 $9 $9 $17 $17 $11 $17 $17 $11 $76 $51 $76 $80 $53 $44 $76 $66 $44 $108 $83 $69 $83 $13 $13 $13 $13 $13 $13 $366 $366 $92 $149 $145 $145 $108 $69 $57 $92 $34 $57 $57 $46 $46 $20 $46 $64 $33 $33 $9 $9 $9 $9 $9 $20 $19 $22 $42 $40 $40 $22 $40 $40 $115 $115 $28 $44 $69 $87 $44 $138 $138 $70 $70 $46 $69 $21 $18 $69 $101 $101 $92 $109 $359 $288 $157 $228 $92 $92 $23 $92 $92 $230 $230 $0 $0 $0 $0 $0 $0 $0
Nov Units 3 3 3 4 4 4 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 2 2 2 2 1 1 1 1 1 2 2 2 1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 3 3 3 3 1 1 1 1 1 1 2 2 1 1 1 1 4 2 2 2 2 1 1 1 1 1 1 2 2 2 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 1 0 1 1 2 2 2 4 1 1 1 2 2 2 2 1 2 1 2 1 1 1 1 1 1 1 0 0 0 0 0 0 0
18.00%
Nov COGS $30 $30 $30 $32 $32 $32 $38 $38 $38 $46 $46 $46 $44 $44 $44 $61 $84 $97 $93 $169 $169 $185 $185 $132 $132 $132 $132 $125 $125 $125 $103 $132 $110 $123 $123 $110 $102 $102 $102 $102 $102 $102 $130 $97 $81 $81 $81 $81 $51 $51 $167 $167 $25 $25 $25 $25 $317 $246 $246 $246 $128 $109 $132 $130 $77 $104 $86 $204 $121 $39 $39 $39 $110 $69 $69 $64 $64 $4 $4 $6 $6 $4 $6 $6 $4 $29 $19 $29 $31 $20 $17 $29 $25 $17 $41 $32 $26 $32 $5 $5 $5 $5 $5 $5 $140 $140 $35 $57 $56 $56 $41 $26 $22 $35 $13 $22 $22 $18 $18 $7 $18 $25 $13 $13 $3 $3 $3 $3 $3 $8 $7 $8 $16 $15 $15 $8 $15 $15 $44 $44 $11 $17 $26 $33 $17 $53 $53 $27 $27 $18 $26 $8 $7 $26 $39 $39 $35 $42 $137 $110 $60 $87 $35 $35 $9 $35 $35 $88 $88 $0 $0 $0 $0 $0 $0 $0
Nov Retail
$74 $74 $74 $79 $79 $79 $95 $95 $95 $116 $116 $116 $111 $111 $111 $153 $211 $243 $232 $422 $422 $462 $462 $330 $330 $330 $330 $312 $312 $312 $259 $330 $275 $308 $308 $275 $255 $255 $255 $255 $202 $202 $326 $242 $202 $202 $202 $202 $127 $127 $418 $418 $63 $63 $63 $63 $792 $616 $616 $616 $319 $273 $330 $325 $193 $260 $216 $510 $303 $97 $97 $97 $275 $172 $172 $160 $160 $9 $9 $16 $16 $11 $16 $16 $11 $73 $48 $73 $77 $51 $42 $73 $63 $42 $103 $79 $66 $79 $12 $12 $12 $12 $12 $12 $350 $350 $88 $142 $139 $139 $103 $66 $55 $88 $33 $55 $55 $44 $44 $19 $44 $62 $32 $32 $8 $8 $8 $8 $8 $19 $18 $21 $40 $38 $38 $21 $38 $38 $110 $110 $27 $42 $66 $84 $42 $132 $132 $67 $67 $44 $66 $20 $17 $66 $97 $97 $88 $104 $343 $275 $150 $218 $88 $88 $22 $88 $88 $220 $220 $0 $0 $0 $0 $0 $0 $0
Dec Units
2 2 2 3 3 3 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 2 1 1 1 1 1 1 2 2 1 1 1 1 1 1 2 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 2 2 2 2 1 1 1 1 1 1 1 1 1 1 1 1 4 2 2 2 2 1 1 1 1 1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 0 0 0 1 0 1 1 1 1 1 4 1 1 1 1 1 1 1 1 2 1 2 1 1 1 1 1 1 1 0 0 0 0 0 0 0
100% 100% 0%
7.00%
Dec COGS $24 $24 $24 $26 $26 $26 $31 $31 $31 $38 $38 $38 $36 $36 $36 $50 $69 $79 $76 $138 $138 $151 $151 $108 $108 $108 $108 $102 $102 $102 $85 $108 $90 $101 $101 $90 $84 $84 $84 $84 $84 $84 $107 $79 $66 $66 $66 $66 $41 $41 $137 $137 $21 $21 $21 $21 $259 $202 $202 $202 $104 $89 $108 $106 $63 $85 $71 $167 $99 $32 $32 $32 $90 $56 $56 $52 $52 $3 $3 $5 $5 $3 $5 $5 $3 $24 $16 $24 $25 $17 $14 $24 $21 $14 $34 $26 $22 $26 $4 $4 $4 $4 $4 $4 $115 $115 $29 $47 $46 $46 $34 $22 $18 $29 $11 $18 $18 $14 $14 $6 $14 $20 $10 $10 $3 $3 $3 $3 $3 $6 $6 $7 $13 $12 $12 $7 $13 $13 $36 $36 $9 $14 $22 $27 $14 $43 $43 $22 $22 $14 $22 $6 $6 $22 $32 $32 $29 $34 $112 $90 $49 $71 $29 $29 $7 $29 $29 $72 $72 $0 $0 $0 $0 $0 $0 $0
Dec Retail $60 $60 $60 $65 $65 $65 $78 $78 $78 $95 $95 $95 $91 $91 $91 $125 $173 $199 $190 $346 $346 $378 $378 $270 $270 $270 $270 $255 $255 $255 $212 $270 $225 $252 $252 $225 $209 $209 $209 $209 $166 $166 $266 $198 $166 $166 $166 $166 $104 $104 $342 $342 $52 $52 $52 $52 $648 $504 $504 $504 $261 $223 $270 $266 $158 $213 $176 $418 $248 $79 $79 $79 $225 $141 $141 $131 $131 $7 $7 $13 $13 $9 $13 $13 $9 $59 $40 $59 $63 $42 $35 $59 $52 $35 $84 $65 $54 $65 $10 $10 $10 $10 $10 $10 $287 $287 $72 $117 $114 $114 $85 $54 $45 $72 $27 $45 $45 $36 $36 $15 $36 $50 $26 $26 $7 $7 $7 $7 $7 $16 $15 $17 $33 $31 $31 $17 $31 $31 $90 $90 $22 $34 $54 $68 $34 $108 $108 $55 $55 $36 $54 $16 $14 $54 $79 $79 $72 $85 $281 $225 $123 $178 $72 $72 $18 $72 $72 $180 $180 $0 $0 $0 $0 $0 $0 $0
Jan Units
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0 0 0 0 1 1 1 1 0 0 0 0 0 1 1 1 0 0 0 0 0 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 0 0 0 0 0 0 1 1 0 0 0 0 1 1 1 1 1 0 0 0 0 0 0 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 1 1 1 1 0 0 0 1 1 1 1 0 1 0 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Jan COGS $9 $9 $9 $10 $10 $10 $12 $12 $12 $15 $15 $15 $14 $14 $14 $19 $27 $31 $30 $54 $54 $59 $59 $42 $42 $42 $42 $40 $40 $40 $33 $42 $35 $39 $39 $35 $32 $32 $32 $32 $32 $32 $41 $31 $26 $26 $26 $26 $16 $16 $53 $53 $8 $8 $8 $8 $101 $78 $78 $78 $41 $35 $42 $41 $25 $33 $27 $65 $39 $12 $12 $12 $35 $22 $22 $20 $20 $1 $1 $2 $2 $1 $2 $2 $1 $9 $6 $9 $10 $6 $5 $9 $8 $5 $13 $10 $8 $10 $2 $2 $2 $2 $2 $2 $45 $45 $11 $18 $18 $18 $13 $8 $7 $11 $4 $7 $7 $6 $6 $2 $6 $8 $4 $4 $1 $1 $1 $1 $1 $2 $2 $3 $5 $5 $5 $3 $5 $5 $14 $14 $3 $5 $8 $11 $5 $17 $17 $9 $9 $6 $8 $3 $2 $8 $12 $12 $11 $13 $44 $35 $19 $28 $11 $11 $3 $11 $11 $28 $28 $0 $0 $0 $0 $0 $0 $0
Jan Retail Total Units Total COGS $24 12 $134 $24 12 $134 $24 12 $134 $25 18 $144 $25 18 $144 $25 18 $144 $30 12 $173 $30 12 $173 $30 12 $173 $37 12 $211 $37 12 $211 $37 12 $211 $35 12 $202 $35 12 $202 $35 12 $202 $49 12 $278 $67 12 $384 $77 12 $442 $74 12 $422 $134 12 $768 $134 12 $768 $147 12 $840 $147 12 $840 $105 12 $600 $105 12 $600 $105 12 $600 $105 12 $600 $99 12 $566 $99 12 $566 $99 12 $566 $82 12 $470 $105 12 $600 $88 10 $500 $98 10 $560 $98 10 $560 $88 10 $500 $81 9 $510 $81 9 $510 $81 9 $510 $81 9 $510 $64 9 $510 $64 9 $510 $104 10 $592 $77 10 $440 $64 8 $368 $64 8 $368 $64 8 $368 $64 8 $368 $40 8 $230 $40 8 $230 $133 10 $760 $133 10 $760 $20 6 $115 $20 6 $115 $20 6 $115 $20 6 $115 $252 9 $1,548 $196 9 $1,204 $196 9 $1,204 $196 9 $1,204 $102 5 $580 $87 5 $496 $105 5 $600 $103 5 $590 $61 5 $350 $83 8 $474 $69 10 $392 $162 8 $928 $96 5 $550 $31 5 $176 $31 5 $176 $31 5 $176 $88 5 $500 $55 8 $314 $55 8 $314 $51 5 $290 $51 5 $290 $3 4 $16 $3 4 $16 $5 6 $29 $5 6 $29 $3 4 $19 $5 6 $29 $5 6 $29 $3 4 $19 $23 6 $132 $15 4 $88 $23 6 $132 $24 6 $139 $16 4 $93 $13 4 $77 $23 6 $132 $20 6 $115 $13 4 $77 $33 12 $187 $25 12 $144 $21 12 $120 $25 12 $144 $4 5 $22 $4 5 $22 $4 5 $22 $4 5 $22 $4 5 $22 $4 5 $22 $111 8 $637 $111 8 $637 $28 4 $159 $45 5 $259 $44 4 $253 $44 4 $253 $33 20 $188 $21 10 $120 $17 10 $100 $28 10 $160 $10 10 $60 $17 5 $100 $17 5 $100 $14 4 $80 $14 4 $80 $6 5 $34 $14 5 $80 $20 8 $112 $10 8 $58 $10 8 $58 $3 1 $15 $3 1 $15 $3 1 $15 $3 1 $15 $3 1 $15 $6 1 $35 $6 1 $33 $7 1 $38 $13 2 $73 $12 2 $69 $12 2 $69 $7 1 $38 $12 2 $70 $12 2 $70 $35 4 $200 $35 4 $200 $9 1 $49 $13 2 $76 $21 2 $120 $27 4 $152 $13 2 $76 $42 4 $240 $42 4 $240 $21 8 $122 $21 8 $122 $14 8 $80 $21 20 $120 $6 5 $36 $5 6 $31 $21 5 $120 $31 8 $176 $31 8 $176 $28 8 $160 $33 8 $189 $109 6 $624 $88 10 $500 $48 6 $274 $69 10 $396 $28 5 $160 $28 5 $160 $7 5 $40 $28 5 $160 $28 5 $160 $70 5 $400 $70 5 $400 $0 7 $67 $0 7 $67 $0 7 $67 $0 12 $134 $0 12 $134 $0 12 $134 $0 12 $173
Total Retail $336 $336 $336 $360 $360 $360 $432 $432 $432 $528 $528 $528 $504 $504 $504 $696 $960 $1,104 $1,056 $1,920 $1,920 $2,100 $2,100 $1,500 $1,500 $1,500 $1,500 $1,416 $1,416 $1,416 $1,176 $1,500 $1,250 $1,400 $1,400 $1,250 $1,276 $1,276 $1,276 $1,276 $1,012 $1,012 $1,480 $1,100 $920 $920 $920 $920 $576 $576 $1,900 $1,900 $288 $288 $288 $288 $3,870 $3,010 $3,010 $3,010 $1,450 $1,240 $1,500 $1,475 $875 $1,184 $980 $2,320 $1,375 $440 $440 $440 $1,250 $784 $784 $725 $725 $40 $40 $72 $72 $48 $72 $72 $48 $330 $220 $330 $348 $232 $192 $330 $288 $192 $468 $360 $300 $360 $55 $55 $55 $55 $55 $55 $1,592 $1,592 $398 $647 $632 $632 $470 $300 $250 $400 $150 $250 $250 $200 $200 $85 $200 $280 $144 $144 $37 $37 $37 $37 $37 $87 $82 $96 $182 $172 $172 $96 $174 $174 $500 $500 $122 $190 $300 $380 $190 $600 $600 $304 $304 $200 $300 $90 $78 $300 $440 $440 $400 $472 $1,560 $1,250 $684 $990 $400 $400 $100 $400 $400 $1,000 $1,000 $168 $168 $168 $336 $336 $336 $432
FALL FALL FALL FALL FALL SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING SPRING
Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Tee Long Sleeves Long Sleeves Long Sleeves Long Sleeves Long Sleeves Long Sleeves Sweaters Sweaters Sweaters Sweaters Sweaters Hoodies Hoodies Hoodies Hoodies Hoodies Hoodies Hoodies Full Sleeves Full Sleeves Full Sleeves Full Sleeves Shirt - Full Shirt - Full Shirt - Full Shirt - Full Polo Polo Half Sleeves Half Sleeves Half Sleeves Half Sleeves Half Sleeves Half Sleeves Half Sleeves Half Sleeves Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Outerwear Pants Pants Pants Pants Shorts Shorts Shorts Shorts Shorts Shorts Towel Towel Towel Socks Socks Socks Socks Grooming Grooming Grooming Grooming Grooming Grooming Grooming Grooming Toy Car Toy Car Toy Car Toy Car Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff C. Mixer C. Mixer C. Mixer C. Mixer C. Mixer C. Mixer Headphones Headphones Polaroid Polaroid Polaroid Polaroid PolaroidFlim Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Sunglasses Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Framed Print Canvas Prints Canvas Prints Canvas Prints Canvas Prints Canvas Prints Canvas Prints Laptop Skins Phone Case 6 Case 6S Tablet Skin Coffee Mugs Coffee Mugs Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Fun Stuff Totals
Funky Pop Funky Pop Funky Pop Funky Pop Funky Pop Design By Humans Design By Humans Design By Humans Out of Print Out of Print Out of Print United By Blue United By Blue United By Blue Iron and Resin Iron and Resin Iron and Resin Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Life After Denim Life After Denim Life After Denim Life After Denim Life After Denim Iron and Resin Iron and Resin Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC United By Blue United By Blue Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Life After Denim Life After Denim Life After Denim Life After Denim Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Saturdays NYC Saturdays NYC Saturdays NYC Life After Denim Life After Denim United By Blue United By Blue Iron and Resin United By Blue Saturdays NYC Saturdays NYC Saturdays NYC Iron and Resin Life After Denim Ministry of Supply Ministry of Supply Ministry of Supply Ministry of Supply Iron and Resin Iron and Resin Iron and Resin Iron and Resin Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Life After Denim Life After Denim Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Saturdays NYC Baxter of California Baxter of California Baxter of California Baxter of California Baxter of California Baxter of California Ursa Major Ursa Major CandyLab CandyLab CandyLab CandyLab Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko Smoko White Whale White Whale White Whale White Whale White Whale White Whale Accidently Extraordinary Accidently Extraordinary Impossible Impossible Impossible Impossible Impossible Sunski Sunski Sunski Sunski Sunski Sunski Sunski Sunski Sunski Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Design By Humans Out of Print Night Runner 270 Funky Pop Funky Pop Funky Pop Funky Pop Funky Pop Funky Pop
TGS-F-11063 TGS-F-11064 TGS-F-11065 TGS-F-11066 TGS-F-11067 TGS-S-1001 TGS-S-1002 TGS-S-1003 TGS-S-1004 TGS-S-1005 TGS-S-1006 TGS-S-1007 TGS-S-1008 TGS-S-1009 TGS-S-1010 TGS-S-1011 TGS-S-1012 TGS-S-1013 TGS-S-1014 TGS-S-1015 TGS-S-1016 TGS-S-1017 TGS-S-1018 TGS-S-1019 TGS-S-2001 TGS-S-2002 TGS-S-2003 TGS-S-2004 TGS-S-2005 TGS-S-2006 TGS-S-3001 TGS-S-3002 TGS-S-3003 TGS-S-3004 TGS-S-3005 TGS-S-6001 TGS-S-6002 TGS-S-6003 TGS-S-6004 TGS-S-6005 TGS-S-6006 TGS-S-6007 TGS-S-4001 TGS-S-4002 TGS-S-4003 TGS-S-4004 TGS-S-4005 TGS-S-4006 TGS-S-4007 TGS-S-4008 TGS-S-5001 TGS-S-5002 TGS-S-5003 TGS-S-5004 TGS-S-5005 TGS-S-5006 TGS-S-5007 TGS-S-5008 TGS-S-5009 TGS-S-5010 TGS-S-7001 TGS-S-7002 TGS-S-7003 TGS-S-7004 TGS-S-7005 TGS-S-7006 TGS-S-7007 TGS-S-7008 TGS-S-7009 TGS-S-7010 TGS-S-8001 TGS-S-8002 TGS-S-8003 TGS-S-8004 TGS-S-8005 TGS-S-8006 TGS-S-8007 TGS-S-8008 TGS-S-8009 TGS-S-8010 TGS-S-9001 TGS-S-9002 TGS-S-9003 TGS-S-9004 TGS-S-9005 TGS-S-9006 TGS-S-9007 TGS-S-12001 TGS-S-12002 TGS-S-12003 TGS-S-12004 TGS-S-12005 TGS-S-12006 TGS-S-12007 TGS-S-12008 TGS-S-11001 TGS-S-11002 TGS-S-11003 TGS-S-11004 TGS-S-11005 TGS-S-11006 TGS-S-11007 TGS-S-11008 TGS-S-11009 TGS-S-11010 TGS-S-11011 TGS-S-11012 TGS-S-11013 TGS-S-11014 TGS-S-11015 TGS-S-11016 TGS-S-11017 TGS-S-11018 TGS-S-11019 TGS-S-11020 TGS-S-11021 TGS-S-11022 TGS-S-11023 TGS-S-11024 TGS-S-11025 TGS-S-11026 TGS-S-11027 TGS-S-11028 TGS-S-11029 TGS-S-11030 TGS-S-10001 TGS-S-10002 TGS-S-10003 TGS-S-10004 TGS-S-10005 TGS-S-10006 TGS-S-10007 TGS-S-10008 TGS-S-10009 TGS-F-11031 TGS-F-11032 TGS-F-11033 TGS-F-11034 TGS-F-11035 TGS-F-11036 TGS-F-11037 TGS-F-11038 TGS-F-11039 TGS-F-11040 TGS-F-11041 TGS-F-11042 TGS-F-11043 TGS-F-11044 TGS-F-11045 TGS-F-11046 TGS-F-11047 TGS-F-11048 TGS-F-11049 TGS-F-11050 TGS-F-11051 TGS-F-11052 TGS-F-11053 TGS-F-11054 TGS-F-11055 TGS-F-11056 TGS-F-11057 TGS-F-11058 TGS-F-11059 TGS-F-11060 TGS-F-11061 TGS-F-11062 TGS-F-11063 TGS-F-11064 TGS-F-11065 TGS-F-11066
Smaug Midnight Bob Fett Star Clone Trooper Super Shot Gun Shadow Trooper Super Shot Gun Bob Fett
The Hitchhiker's Guide to the Galaxy The Hitchhiker's Guide to the Galaxy The War of the Worlds Men's Camp Geo Tee Men's Star Silhoutte Tee Topography Tee Tide Tee Indigo Garvey Tee Natural Prospect S/S Henley Natural Randall Chest Stripe Tee Randall Chest Stripe Tee Open Mouth Tee Randall Solid Tee Hachiko Henley Hachiko Henley Hachiko Henley Solane Crew Solane Crew Bloated Fleece Premium Goods Fleece Alek Overprinted Stripe Tee Alek Overprinted Stripe Tee Everyday Maze Sweater Everyday Marled Knit Keith Zip Knit Keith Zip Knit Everyday Maze Sweater Tafton Zip Up Tafton Zip Up Air bending University Stormtrooper Uniform Internet famous octopus 3 Back to the Portal Float Away Robot Koi Shirt Koi Shirt Kyoto Shirt Bento Shirt Archive Dress Shirt Archive Dress Shirt Archive Dress Shirt Archive Dress Shirt Apollo Polo Apollo Polo Esquina Palm Print Shirt Esquina Reverse Print Shirt Esquina Gingham Shirt Providence Shirt Shibori Shirt Wedlock Chambray Clark Dot Olas Shirt Natural Bison Snap Jacket Cooper Jacket Cooper Jacket Emil Denim Jacket Vanguard Jacket M1 Bomber Jacket Labs 3D Jacket Labs 3D Jacket Aviator II Jacket Seamless Jacket Engineer Chino Pant Engineer Chino Pant TrenchTown Pant TrenchTown Pant Austin Sweat Short Austin Sweat Short Evan Short Evan Short Bantan Shorts Cape Cod Shorts Open Mouth Towel Backwards Forward Towel Gordie Fireball Towel Engineer Stripe Engineer Stripe ColorBlock ColorBlock Hair 123 Kit Skin 123 Kit Body 123 Kit Hair Essentials Kit Safety Razor Set Wet Shave Starter Kit Daily Skin Care Set Shave Set Towie Racer Camper trailer with Magnet CandyCab Woodie Wood Panel Wagon Unicorn Light up Slippers Narwhal Heated Slipper (Wireless) Fox Pillow Warmer Self Heating Butter Knife Giant Unicorn Lamp Papa Bear Screwdrivers The Geeky Chef cookbook How to Swear around the world Scrabble Lights Wilson StormtrooperBluetooth Speaker Gradient Puzzles Skull Speaker Gin Mixer Rum Mixer Vodka Mixer Tequila Mixer Rye Whiskey Mixer Bourbon Mixer Bluetooth 51st Studio Polaroid 600 Camera - Round Polaroid 600 Camera - Square I - 1 Analog Instant Camera Polaroid 600 Camera - Legoland Color Film for 600 Sunski Dipseas Sunski Dipseas Sunski Dipseas Sunski Taravals Sunski Taravals Sunski Originals Sunski Madrona Sunski Headlands Sunski Headlands Fat Unicorn Rainbow Jetpack Snow White Sherlock Mark the Cat who loves Andy True Love Sriricha The Magic Moment Art Print Toy Figure Solar System Victorian Wars Alan Rickman Dave Grohl Spring Crop at Rosseland Silver Beauty Captain Soup Spider Brush Spider Food Carpe That Fucking Diem Natural History Museum Duke R2 D2 Duke R2 D2 Bert Et Un De Ses Frères Pika Stardust The Best Supper Skin Type 1-10 Type 1 to 10 Type 1 to 10 Type 1 to 10 Type 1 to 20 Type 1 to 5 Night Runner Shoe Lights Groot Guardians of the Galaxy Marvel Deadpool Rocket Racoon GOT Jon Snow Action Figure GOT White Walker Action Figure GOT White Walker Action Figure
Blue Grey Green Blue Night
Golden Oak
Indigo Blue + White Heather Grey + Blue Ash Heather Navy
White Cooper
Heather Sakura Heather Mint Heather Blanc Jet Black NYPD Blue Indian Red Washed Indigo Black Navy
White/Grey Heather
Navy Navy Heather Grey Black/White Olive Blue Black Black Grey White White Imperial Blue Light Grey Teal Bone Blue doube Stripe Pink Shadow Plaid Blue Shadow Plaid White Lavender Blueberry
Navy
Deep Red White/Indigo Lake Bone Blue Dot Stripe Brown Natural
Khaki
Slate Navy Raw Denim Rust Dark Gris Navy Blue Grey Midnight Light Grey
Bull Denim Khaki
Slate Tan
Navy
Cooper Washed Indigo Navy
Olive
Medium Grey NYPD Blue
S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL S,M,L,XL,XXL
S, S, S, S,
Graphite Blue + White Yellow Taxi Yellow
L L L L
$8.00 $32.00 $32.00 $80.00 $80.00 $9.60 $9.60 $9.60 $11.20 $11.20 $11.20 $14.40 $14.40 $14.40 $21.60 $17.60 $20.00 $28.00 $28.00 $16.00 $28.00 $31.20 $31.20 $31.20 $44.00 $44.00 $32.00 $32.00 $38.00 $38.00 $90.00 $74.00 $78.00 $78.00 $90.00 $35.20 $47.20 $19.20 $19.20 $19.20 $19.20 $19.20 $55.20 $55.20 $51.20 $51.20 $44.00 $44.00 $44.00 $44.00 $26.00 $26.00 $46.00 $46.00 $46.00 $47.20 $44.00 $28.80 $35.20 $54.00 $99.20 $110.00 $110.00 $70.00 $116.00 $99.20 $180.00 $180.00 $140.00 $100.00 $58.00 $58.00 $39.60 $39.60 $42.00 $42.00 $50.00 $50.00 $47.20 $39.20 $24.00 $24.00 $24.00 $6.00 $6.00 $6.00 $6.00 $22.00 $22.00 $20.00 $23.60 $104.00 $50.00 $45.60 $39.60 $14.00 $14.00 $14.00 $14.00 $16.00 $20.00 $20.00 $12.00 $50.00 $8.00 $10.00 $6.00 $14.40 $8.00 $24.00 $12.00 $47.60 $4.40 $4.40 $4.40 $4.40 $4.40 $4.40 $79.60 $79.60 $39.80 $51.80 $119.60 $75.60 $9.40 $22.00 $22.00 $22.00 $23.20 $23.20 $19.20 $22.00 $19.20 $19.20 $14.80 $14.80 $14.80 $14.80 $14.80 $34.80 $32.80 $38.40 $36.40 $34.40 $34.40 $38.40 $34.80 $34.80 $50.00 $50.00 $48.80 $38.00 $60.00 $38.00 $38.00 $60.00 $60.00 $8.00 $15.20 $15.20 $10.00 $6.00 $7.20 $23.98 $10.00 $22.00 $10.00 $32.00 $32.00 $32.00
$20.00 $80.00 $80.00 $200.00 $200.00 $24.00 $24.00 $24.00 $28.00 $28.00 $28.00 $36.00 $36.00 $36.00 $54.00 $44.00 $50.00 $70.00 $70.00 $40.00 $70.00 $78.00 $78.00 $78.00 $110.00 $110.00 $80.00 $80.00 $95.00 $95.00 $225.00 $185.00 $195.00 $195.00 $225.00 $88.00 $118.00 $48.00 $48.00 $48.00 $48.00 $48.00 $138.00 $138.00 $128.00 $128.00 $110.00 $110.00 $110.00 $110.00 $65.00 $65.00 $115.00 $115.00 $115.00 $118.00 $110.00 $72.00 $88.00 $135.00 $248.00 $275.00 $275.00 $175.00 $290.00 $248.00 $450.00 $450.00 $350.00 $250.00 $145.00 $145.00 $99.00 $99.00 $105.00 $105.00 $125.00 $125.00 $118.00 $98.00 $60.00 $60.00 $60.00 $15.00 $15.00 $15.00 $15.00 $55.00 $55.00 $50.00 $59.00 $260.00 $125.00 $114.00 $99.00 $35.00 $35.00 $35.00 $35.00 $39.99 $49.99 $49.99 $29.99 $125.00 $19.99 $24.99 $14.99 $35.99 $19.99 $59.99 $29.99 $119.00 $10.99 $10.99 $10.99 $10.99 $10.99 $10.99 $199.00 $199.00 $99.49 $129.49 $299.00 $189.00 $23.49 $55.00 $55.00 $55.00 $58.00 $58.00 $48.00 $55.00 $48.00 $48.00 $37.00 $37.00 $37.00 $37.00 $37.00 $87.00 $82.00 $96.00 $91.00 $86.00 $86.00 $96.00 $87.00 $87.00 $125.00 $125.00 $122.00 $95.00 $150.00 $95.00 $95.00 $150.00 $150.00 $20.00 $38.00 $38.00 $25.00 $15.00 $18.00 $59.95 $25.00 $55.00 $25.00 $80.00 $80.00 $80.00
$12,350.15
$30,815.38
5 5 5 5 5 7 7 7 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 18 18 18 18 18 18 10 10 10 10 4 8 8 4 4 4 4 4 16 16 16 16 10 10 10 10 10 10 10 10 10 10 10 12 12 6 8 5 5 5 5 5 8 8 8 12 5 5 5 5 10 10 10 10 10 10 6 6 6 8 8 8 8 12 12 12 12 8 10 12 10 10 10 10 10 12 12 7 10 6 10 8 8 8 10 12 8 8 3 3 3 3 3 3 8 8 4 4 8 8 20 6 4 6 6 4 4 6 6 4 1 1 1 1 1 1 1 1 2 2 2 1 2 2 4 4 1 2 2 4 2 4 4 1 8 8 8 20 5 5 5 5 5 5 5 5 2,556.00
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$159.95 #######
$14,415.73
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177.94 #######
$16,682.33
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$23,831.90
$150.00
$5 $19 $19 $48 $48 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$12 $48 $48 $120 $120 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
$7 $29 $29 $72 $72 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$18 $72 $72 $180 $180 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$5,555.64 ########
$225.00
$8,333.46
$20,747.26
1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
$9 $37 $37 $92 $92 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$23 $92 $92 $230 $230 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
$9 $35 $35 $88 $88 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$22 $88 $88 $220 $220 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
1 1 1 1 1 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
$287.50 $10,648.32
$26,510.39
$275.00
$10,185.35
$25,357.76
$225.00
$7 $29 $29 $72 $72 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$18 $72 $72 $180 $180 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
$3 $11 $11 $28 $28 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
$8,333.46 $20,747.26
$87.50
$3,240.79
$7 $28 $28 $70 $70 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0 $0
5 5 5 5 5 7 7 7 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 12 18 18 18 18 18 18 10 10 10 10 4 8 8 4 4 4 4 4 16 16 16 16 8 8 8 8 8 8 10 10 10 10 10 12 12 6 8 5 5 5 5 5 7 7 7 9 5 5 5 5 10 10 10 10 10 10 6 6 6 8 8 8 8 12 12 12 12 8 10 12 10 10 10 10 10 12 12 7 10 6 10 8 8 8 10 12 8 8 3 3 3 3 3 3 8 8 4 4 8 8 20 6 4 6 6 4 4 6 6 4 1 1 1 1 1 1 1 1 2 2 2 1 2 2 4 4 1 2 2 4 2 4 4 1 8 8 8 20 5 5 5 5 5 5 5 5
$40 $160 $160 $400 $400 $67 $67 $67 $134 $134 $134 $173 $173 $173 $259 $211 $240 $336 $336 $192 $336 $374 $374 $374 $792 $792 $576 $576 $684 $684 $900 $740 $780 $780 $360 $282 $378 $77 $77 $77 $77 $77 $883 $883 $819 $819 $376 $376 $376 $376 $241 $241 $460 $460 $460 $472 $440 $346 $422 $324 $794 $550 $550 $350 $580 $496 $1,181 $1,181 $918 $948 $290 $290 $198 $198 $420 $420 $500 $500 $472 $392 $144 $144 $144 $48 $48 $48 $48 $264 $264 $240 $283 $832 $500 $547 $396 $140 $140 $140 $140 $192 $240 $140 $120 $300 $80 $80 $48 $115 $80 $288 $96 $381 $13 $13 $13 $13 $13 $13 $637 $637 $159 $207 $957 $605 $188 $132 $88 $132 $139 $93 $77 $132 $115 $77 $15 $15 $15 $15 $15 $35 $33 $38 $73 $69 $69 $38 $70 $70 $200 $200 $49 $76 $120 $152 $76 $240 $240 $8 $122 $122 $80 $120 $36 $120 $50 $110 $50 $160 $160 $160
$100 $400 $400 $1,000 $1,000 $168 $168 $168 $336 $336 $336 $432 $432 $432 $648 $528 $600 $840 $840 $480 $840 $936 $936 $936 $1,980 $1,980 $1,440 $1,440 $1,710 $1,710 $2,250 $1,850 $1,950 $1,950 $900 $704 $944 $192 $192 $192 $192 $192 $2,208 $2,208 $2,048 $2,048 $913 $913 $913 $913 $540 $540 $1,150 $1,150 $1,150 $1,180 $1,100 $864 $1,056 $810 $1,984 $1,375 $1,375 $875 $1,450 $1,240 $2,952 $2,952 $2,296 $2,310 $725 $725 $495 $495 $1,050 $1,050 $1,250 $1,250 $1,180 $980 $360 $360 $360 $120 $120 $120 $120 $660 $660 $600 $708 $2,080 $1,250 $1,368 $990 $350 $350 $350 $350 $480 $600 $350 $300 $750 $200 $200 $120 $288 $200 $720 $240 $952 $33 $33 $33 $33 $33 $33 $1,592 $1,592 $398 $518 $2,392 $1,512 $470 $330 $220 $330 $348 $232 $192 $330 $288 $192 $37 $37 $37 $37 $37 $87 $82 $96 $182 $172 $172 $96 $174 $174 $500 $500 $122 $190 $300 $380 $190 $600 $600 $20 $304 $304 $200 $300 $90 $300 $125 $275 $125 $400 $400 $400
$8,068.38 $2,510.92 $93,335.62
$234,535.80
Survey on Menswear. Help me by filling out this survey for my final thesis, an upcoming menswear brand. Thank you! *Required
10.3 SURVEY QUESTIONS _10.1 _10.2 _10.3 _10.4 _10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
Demographics. 1. What age group are you in? * Mark only one oval. 18-23
Survey24-30 on Menswear.
Help me by filling out this survey for my final thesis, an upcoming menswear brand. Thank you! 31-37 *Required 38+ 2. What is the highest degree or level of education you have completed? * Demographics. Mark only one oval. Less than high school. 1. What age group are you in? * High school Mark only one oval. graduate. Some college, no degree. 18-23 Associate's degree 24-30 Bachelor's degree 31-37 Master's degree 38+ Ph.D. advanced degree Master's degree 2. What isOther the highest degree or beyond level ofaeducation you have completed? * Mark only one oval. Other: Less than high school. High school graduate. Some college, no degree. Associate's degree Bachelor's degree Master's degree Ph.D. Other advanced degree beyond a Master's degree Other:
3. How would you describe your current occupation? * Mark only one oval. Homemaker Retired Student Unemployed, but looking. Technology Retail Finance / Insurance / Banking Government and Public 3. How would you describe yourAdministration current occupation? * Mark only oneServices oval. Legal Homemaker Arts, Entertainment, or Recreation Medicine Retired / Health Care Student Education Manufacturing / Transportation Unemployed, but looking. Technology Other: Retail 4. What isFinance your Annual Income? * / Insurance / Banking Mark only one oval. Government and Public Administration $50,000 - $75,000 Legal Services $75,001 - $100,000 or Recreation Arts, Entertainment, $100,001 $150,000 Medicine /- Health Care $150,001 Education- $300,000 $300,001 - $500,000 Manufacturing / Transportation $500,001 - $1 million Other: Over $1 million 4. What is your Annual Income? * Mark only one oval. $50,000 - $75,000 $75,001 - $100,000 $100,001 - $150,000
Over $1 million Student.
Psychographic 5. How would you describe your style? * Tick all that apply. Trendy Casual Modern Edgy Alternative 6. From the following choices, how important do you think they are in your lifestyle? * Mark only one oval per row. Not Important
Somewhat Important
Important
Very Important
New Technology Travel Fashion (Clothing, accessory, grooming) Fine wine and dine Home Additions Investment in equities
Shopping Behavior. 7. How often do you shop for apparel and accessories? * Mark only one oval. Once a week. Once in two weeks. Once a month. Every two months Every six months Annually. 8. What set of apparel brands do you prefer to shop from or relate to the most? * Tick all that apply. Louis Vuitton, Gucci, Burberry, Prada Zara, Banana Republic, Uniqlo, Tommy Hilfiger Issey Miyake, Comme Des Garcons, Rick Owens Gitman Bros, Brooks Brothers, Barbour, Our Legacy Ralph Lauren, Calvin Klein, Armani, Hugo Boss 9. (Answer this Question if you stay in the bay area) What areas in San Francisco do you prefer to shop clothing and accessory from? Tick all that apply. Union Square Fillmore Street Hayes Valley Union Street Westfield (Mall)
10. What areas in a city would you prefer to shop clothing and accessory from? Tick all that apply. A shopping district with a considerable amount of popular apparel stores Malls Streets with a small amount of apparel stores or boutiques Areas with more of small stand alone stores or boutiques 11. Where would you prefer to shop for apparel and accessories? * Tick all that apply. Closer to workplace Closer to Home Near public transportation Malls
Chapter 10
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10. What areas in a city would you prefer to shop clothing and accessory from? Tick all that apply. A shopping district with a considerable amount of popular apparel stores Malls Streets with a small amount of apparel stores or boutiques Areas with more of small stand alone stores or boutiques Outskirts of the city 11. Where would you prefer to shop for apparel and accessories? * 12. Tick Whatallare the ideal days for you to shop? * that apply. Tick all that apply. Closer to workplace Weekends Closer to Home Weekdays Near public transportation Public Holidays Malls Any Day Outskirts of the city Special Occasions 12. What are the ideal days for you to shop? * 13. From the following choices, how often would you say you shopped from these kinds of Tick all that apply. stores? * Mark Weekends only one oval per row. Weekdays Public Holidays Vintage / Charity Shops Any Brand Day Stores Single
Never
Sometimes
Often
Very Often
Boutiques Special Occasions Department Stores 13. From the following choices, how often would you say you shopped from these kinds of stores? * Mark only one oval per row. Never
Sometimes
Often
Very Often
Vintage / Charity Shops Single Brand Stores Boutiques Department Stores 14. How much do you think the following is important while shopping for apparel and accessories? * Mark only one oval per row. Not Important
Somewhat Important
Important
Very Important
Customer Service Store Experience Product Quality Product Assortment Technology Advancement 14. How much do you think the following is important while shopping for apparel and Loyalty Benefits accessories? * Mark only one oval per row. 15. Which best describes your shopping habits when shopping for clothing? * Tick all that apply. Not Important Somewhat Important Important Very Important Customer I do theService majority of my shopping online Store Experience I like to be in a store when shopping Product Quality I prefer mobile shopping Product Assortment Technology Advancement 16. Are you an impulsive shopper? * Loyalty Benefits Mark only one oval. 15. Which best describes your shopping habits when shopping for clothing? * Yes Tick all that apply. No I do the majority of my shopping online like to be in a store when shopping 17. WhatIbest describes your apparel and accessory shopping habits- * Mark Ionly onemobile oval per row. prefer shopping Strongly Agree Neutral Disagree 16. Are you an impulsive shopper? * Agree Mark only one oval. I shop to keep up with trends. I shop to see what new products Yes are available. No I like to try out and experiment new apparel stores and brands. I am aware of fashion trends 17. What best describes your apparel and accessory shopping habits- * and want to be the first to try Mark only one oval per row. them. I try to stick to certain brands and stores. I like to go shopping with friends /I family shop to keep up with trends.
I shop to see what new products
are available. Product Preference. I like to try out and experiment
new apparel stores and brands. I am aware of fashion trends and want to be the first to try them. I try to stick to certain brands and stores.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
Strongly Disagree
I like to try out and experiment new apparel stores and brands. I am aware of fashion trends and want to be the first to try 18. What is your top priority when you look for a garment? * them. Tick allto that apply. I try stick to certain brands and stores. Quality I like to go shopping with friends / family Brand Name Price
Product Preference. Trends / Discounts 18. WhatDeals is your top priority when you look for a garment? * Tick all that apply. 19. How much Qualitywould you be willing to pay for the following garments? * Mark only one oval per row. Brand Name Price
Less than $20 $50 $100 $20. $50 $100 $250 Trends Coats Deals / Discounts Sports Jackets Jeans / Trousers 19. How much would you be willing to pay for the following garments? * Smart / Casual Shirt Mark only one oval per row. Ties Shoes Less than $20 $50 $100 $20. $50 $100 $250 Bags
$250 $500
$500 +
$250 $500
$500 +
Sweaters Coats Sports Jackets 20. What items of clothing are your favorite to wear and would purchase more than once in a Jeans / Trousers 12 Smart month/ Casual period? * Tick all that apply. Shirt Ties Coats Shoes Sports Jackets Bags Sweaters Jeans / Trousers Smart / Casual Shirt 20. What items of clothing are your favorite to wear and would purchase more than once in a Otherperiod? accessories (Belts, sunglasses, Pocket Squares) 12 month * Tick all that apply. Shoes Coats Bags Sports Jackets Ties Jeans / Trousers Sweaters Smart / Casual Shirt Other accessories (Belts, sunglasses, Pocket Squares) Shoes Bags Ties Sweaters Store Exterior Graphics and Signage 21. How often would you say you purchased the following items on an annual basis? * Window Display Mark only one oval per row. Kind of Merchandise on display Brand Name and Logo
0 - 5 times
6 - 10 times
11 - 20 times
21 + times
Promotional Offering Tee-shirts Shirts Display table Coats Floor Vinyl and in store wall graphics Sweaters 21. How often would youand sayStore you Space purchased the following items on an annual basis? * Lighting , Music Jackets Mark only one oval per row. Jeans / Trousers Shoes 0 - 5 times 6 - 10 times 11 - 20 times 21 + times Accessories Tee-shirts Skin care / Grooming Products Shirts Coats Visual Influence Sweaters 24. What kind of experience, other than shopping, would you prefer at a retail store? Jackets Tick all that apply. Jeans / Trousers 22. What is the most influencing feature driving you inside the store? * Shoes Sports + Beer events. Tick all that apply. Accessories A grooming and hair saloon. Store Graphics and Signage Skin careExterior / Grooming Products Video games + Beer Events Window Display Setting Movie Glimpse Marathons of Store VisualOuter Influence
Featured Talks + Social Kind of Merchandise on Events display
Other: and Logo feature driving you inside the store? * 22. WhatBrand is the Name most influencing Tick all that apply. Offering at the entrance ( Sale / Discounts) Promotional Store Exterior Graphics and Signage 23. Which, out ofDisplay the following Window Setting according to you is the most effective silent selling tool and has strongest impact on customer purchase decision? * Powered byOuter Glimpse of Store Tick all that apply. Kind of Merchandise on display Store Exterior Graphics and Signage Brand Name and Logo Promotional Offering at the entrance ( Sale / Discounts)
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10.4 BIBLIOGRAPHY _10.1 _10.2 _10.3 _10.4 _10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
Menswear in the United States. Rep. Market Line, 13 May 2015. Web. 20 June 2015. Menswear in the US. Rep. Euromonitor, May 2015. Web. 22 June 2015. Bilal, Neelam. “Menswear – Industry Analysis.” Marketline Menswear Industry Analysis Comments. Market Line, 3 July 2014. Web. 22 June 2015. Rempsey, Angela. Future of Retail 2015. WGSN, 29 Jan. 2015. Web. 22 June 2015. “History of Retailing in North America.” (2004): 26-54. Smyyth LLC, 27 Sept. 2010. Web. 24 June 2015. “WMT.” CNNMoney. Cable News Network, n.d. Web. 25 June 2015. “Wal Mart Stores Inc. (WMT.N)” Reuters. Thomson Reuters, n.d. Web. 25 June 2015. Keller, Anja Anastanja. “Marketing Audit.” Dictionary of Marketing Communications (2012): n. pag. University of Applied Sciences Zurich (HWZ) Switzerland, 2012. Web. 24 June 2015. “PVH.” CNNMoney. Cable News Network, n.d. Web. 25 June 2015. “PVH Corp (PVH) Company Profile” Reuters. Thomson Reuters, n.d. Web. 25 June 2015. Saunter, Laura. “Eight Ways Retail Is Capitalizing on Culture.” WGSN, 15 Dec. 2014. Web. 24 June 2015. Bell, Andrea. “Growth Sector : US Young Men’s Market.” WGSN, 15 May 2014. Web. 24 June 2015. Laura Saunter. “The Global Menswear Boom.” WGSN, 18 Dec. 2014. Web. 25 June 2015. Lipon, Alison. “Character Merchandising - US - October 2015.” Mintel, 1 Oct. 2015. Web. 10 July 2016.
10.3
“Driving Diversity at Facebook | Facebook Newsroom.” Facebook Newsroom. Facebook, n.d. Web. 22 Sept. 2015. Ghosh, Rupa. “Men’s Clothing - US - March 2016.” Mintel, 1 March. 2016. Web. 10 July 2016. “Apple - Inclusion Inspires Innovation.” Apple. Apple, n.d. Web. 22 Sept. 2015.
“You’re Not Crazy: The Bay Area Is Getting Way More Crowded | Boomtown | News Fix | KQED News.” KQED News. N.p., n.d. Web. 22 Sept. 2015. “90% of Twitter’s Tech Employees Are Male.” Time. Time, n.d. Web. 22 Sept. 2015. Huges, Aria. Saunter, Laura. ‘Buyer’s Pick 2015- Menswear”, 10/31/14, WGSN, wgsn.com. Web. 15 February 2015 Bell, Andrea. ‘Shopper Forecast 2015’, 01/01/15, WGSN, wgsn.com. Web. 15 February 2015 ‘Consumer Trend: The NEO’, Article, The Spending Group. UNIKUB. Unikub.com. Web. 15 February 2015. ‘Meet the Henrys’, Article, Unity Marketing, unitymarketingonline.com. Web. 15 February 2015. By, Research Underwritten, and Bloomberg Philanthropies. “San Francisco and the Tech/Info Boom.” San Francisco and the Tech/Info Boom (n.d.): n. pag. Dr. Micheal Mandel, Apr. 2014. Web. July 4. “2015 Prizm Segmentation System.” Claritas - My Best Segments. Nielson, n.d. Web. “VALSTM | VALSTM Types.” VALSTM | VALSTM Types. Strategic Business Insights, n.d. Web. 03 Aug. 2015. “San Francisco, CA Market Trends.” San Francisco, CA Market Trends. N.p., n.d. Web. 29 Sept. 2015. Bruce, Margaret. “Silicon Valley Fever: Growth of High-technology Future.” Futures 18.4 (1986): 598600. Web. Dickinson. “Instagram Ready Retail.” WGSN, 18 Dec. 2014. Web. 10 July 2016 Bercovici, Jeff. “Yes, It’s a Tech Bubble. Here’s What You Need to Know.” Inc.com. Inc.com, n.d. Web. 25 July 2016. “Tech-tonic Shifts.” The Economist. The Economist Newspaper, 23 July 2015. Web. 25 July 2016. “California Dreaming - Corporate Culture in Silicon Valley | Accenture Outlook.” California Dreaming Corporate Culture in Silicon Valley | Accenture Outlook. N.p., n.d. Web. 25 July 2016. Valley, Silicon. 2016 SILICON VALLEY INDEX (n.d.): n. pag. Joint Venture, 2016. Web. Chapter 10
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10.5 IMAGE SOURCE _10.1 _10.2 _10.3 _10.4 _10.5
Autobiography & Resume Financial Plan Sheets Survey Questions Bibliography Image Source
Images on page 32, under section ‘Field Visit Facebook Headquarters’ - Taken by Arushi Jaiswal Image on pages 58, 132, 202 - Taken and modeled by Zachary Alkire Image on page 71 - Taken by Arushi Jaiswal, modeled by Danny Dinh Image on page 113, 116, 162, 175, 196 - Taken by Neha Balthazar, modeled by Joshua Koppenjan
https://www.instagram.com/p/BIIK7kjDZHg/?taken-by=thinkgeek http://www.thefashionisto.com/wp-content/uploads/2014/09/Francisco-Lachowski-Fashion-Editorial2014-Photos-Reflex-Homme-001.jpg https://maps.google.com/ http://cinemalivre.net/imagens/botoes_mapa/james_stewart_perfil.jpg http://hypebeast.com/2015/8/kith-brooklyn-new-store-by-snarkitecture-daniel-arsham-and-ronniefieg http://www.cloudcomputingexpo.com https://www.irvinecompany.com/santa-clara-square http://www.brandsoftheworld.com/logo/sap-4 https://www.behance.net/gallery/4181537/Intuit-Corporate-Headquarters https://www.playstation.com/en-us/corporate/about/ http://grayarea.org http://www.presidio.gov https://sv.nerdnite.com https://www.google.com/about/careers/locations/mountain-view/ http://www.tc3.edu http://lifetechbrussels.com http://www.cnbc.com/2015/05/22/inside-facebooks-futuristic-new-headquarters.html http://startupeuropeclub.eu http://eid.mindthebridge.com http://www.sanjose.org/events/integrate-plus-api-world-2016-conference-expo/ http://sjdowntown.com/go-play/dining/ http://www.dustmoon.com/15-exclusive-photos-of-google-headquarters-googleplex-in-mountainview/ https://atscaleconference.com/events/sample-event/ https://www.tesla.com http://www8.hp.com/us/en/hp-information/ebc/palo-alto.html https://www.ycombinator.com https://s-media-cache-ak0.pinimg.com/236x/df/e6/8f/dfe68f12263b01ff040e02f17e2f255a.jpg
http://ruthkrishnan.com/hayes-valley-sf-new-development/ http://www.computerhistory.org https://offthegrid.com http://www.anaheim.net/1117/Anaheim-Convention-Center-Arena http://www.comic-con.org/wca https://www.google.com/maps/d/u/0/viewer?mid=1rLm6hSQcMHcxGmLSL4MVYUGpltE&hl=en_US http://www.findafashiontruck.com/listing/318-boutique/ http://www.lefashiontruck.com http://www.timelesstraveltrailers.com/airstream http://www.americanmra.com/p/testimonials.html http://joe-stone.co.uk/portfolio.html https://www.thinkgeek.com https://www.aetherapparel.com http://www.welcomestranger.com http://www.magiconline.com http://westcoastcraft.com http://data.whicdn.com/images/107362439/large.jpg https://thebolditalic.com http://isotope.metafizzy.co http://www.upout.com http://www.siliconvalley.com http://www.recode.net http://airstreamlife.com http://www.franciscolachowski.com/peter-alexander-sleepwear-2013/ Vendors http://www.aeheadphones.com http://www.candylabtoys.com http://www.ursamajorvt.com http://sunskis.com http://www.baxterofcalifornia.com https://www.ministryofsupply.com https://www.saturdaysnyc.com/category/apparel https://lifeafterdenim.com http://ironandresin.com http://unitedbyblue.com https://www.designbyhumans.com http://www.bustedtees.com https://www.smokonow.com https://www.outofprintclothing.com http://nightrunner270.com https://society6.com https://us.impossible-project.com http://funko.com/collections/pop http://drinkwhitewhale.com https://www.onelogfire.com Chapter 10
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