Carolina Ginorio FASM 310
Content: Mission and Vision
The product and the materials
Target market & customer profiles
Product placement & competition
Branding & packaging
Collection expansion
Spec sheet & cost sheet
Advertising
Mission and Vision:
Everlane is a digital retailer that specializes in beautifully designed, classic wardrobe staples for men and women. Their “radical transparency� philosophy drives everything from product development to marketing. Solis will be an extension of the brand that bring in a new material to create a collection of bags that are fashionable, functional and sustainable.
Radical Transparency Know your factories. Know your costs. Always ask why.
The product and the materials: // Everlane is bringing in Solis bags which are made out of 100% sustainable products, mainly cork. Solis bags give the customer another sustainable option in accessories. Cork fabric , or cork leather as it is sometimes called, is a high quality fabric handcrafted from thin cork shavings obtained directly from the bark Integrated Solar panel
of the cork oak tree.
-It can fully charge smart
-Soft to the touch and
phones, cameras,
pleasant to the view
and other gear via USB
-Environmentally friendly and
ports.
ecologically correct
-Full battery after 4 hrs in
-Easily cleaned and long
the sun
lasting
-Completely charges a
-Durable as leather, versatile as
smart phone in about an
fabric
hour.
-Waterproof and stain
-100000mAh
resistant -Dust, dirt, and grease repellent
Target market: - Ages: 18-35 -Segmentation: Millennial/ “the thinkers”. They have a tendency towards analysis and paralysis, not influenced by what every one else is doing and make informed decisions and use technology in functional ways. - Geographic: Urban/ slightly suburban -College educated, career driven, politically progressive, have a strong brand loyalty, tech-savvy and like to shop online. -Middle to upper class -Salary: between 50-80k -Luxury and quality seekers, that don’t mind spending a little more on sustainable fashion because for them it’s worth it. -Gadgets, clothes and accessories are the most important items for the millennial customers to spend their income on. -They have good taste in fashion but like to keep it simple in their day to day wardrobe and are very keen on key pieces.
Customer Profiles:
Name: Aidan -Age: 27 -Location: Brooklyn, NY -Education: B,P.E from NYU -Occupation: Works in Marketing -Salary: $80k -Status: Single -VALS Profile: Innovator -Lifestyle: Very tech savvy while also being of the environment and living healthy. -Psychographics: shops at Patagonia, outdoorsy, reads w and the New York Times, loves to travel and is into cultural photography.
Name: Katie -Age: 24 -Location: San Francisco, CA -Education: B,F,A from Otis College -Occupation: Freelancer -Salary: $65k -Status: Single -VALS Profile: Thinker -Lifestyle: Very tech savvy while also being conscious of the environment and living healthy. -Psychographics: shops at Whole Foods,does yoga, bakes, loves to travel, listening to pod-cast and reading blogs.
Market Placement: Everlane has a very competitive price range with most mid level brands but Everlane stands out with its quality and brand values. Several of the competitors are more accessible and have a bigger omni-channel presence. There are also competitors who are strictly e-commerce like Everlane but aren’t as transparent and their price range is higher, not being able to eliminate the retail markup like Everlane does. Everlane has the opportunity to continue with their successful pricing strategy, while also trying to become more accessible or fully omni-channel.
High-Price
Low Omni-Channel
High Omni-Channel
Presence
Presence
Low-Price
Competition: Everlane has competitor that offer similar retail strategy by being mostly e-commerce companies. Most of these competitors have some sort of initiative that focus on aspects regarding transparency, social responsibility, minimalism, and an overall action to be environmentally conscious than the majority of retailers out there.
AYR: Describes itself as a ‘new line for every day life, to simplify everything’. They Believe in Making designs that are high quality and low maintenance to last a lifetime. They strictly distribute Online, with the exception to a recent entry to Nordstrom in 2015. They are slightly more expensive than Everlane, but the prices back up their product stories of the artist who created then and how. American Apparel: American made company that now operates the largest sewing facility in North America. It’s a vertically integrated company, their garments workers are paid 50x more than competitors. They’ve been working on initiatives like: supporting free and fair trade, becoming landfill free, reducing carbon footprint and recycling most of their manufactured waste. Has a lower quality than Everlane with lower prices that reach more wholesale market. The Reformation: In the company fashion and sustainability go hand in hand. They design and manufacture limitededition collections in their won factory located in LA. They cut the middle man out, distribute Online and in their own boutiques and eliminating traditional retail markup. They work towards the most efficient , lowest impact of distribution possible. They sustainable practices and became a B Corporation which highlights their standards of transparency like Everlane does.
Zady: An Online only retail destination for conscious consumers. They cover every area of sustainability, social and environmental ethics. For them quality, prices and honesty matters. Prices are higher than Everlane’s because they work o create a product that tackle each issue of the supply chain and incorporates designers who design with the same mission. Cuyana: An apparel e-retailer believes in style over trends, quality over quantity, and that fewer better things lead to a fuller, better life. They design essential pieces with th most premium materials and finest craftsmanship for consumers investing in a lean closet. They are Everlane’s competitors based on these qualities. Honest by.: They believe that fashion about beauty and that the story behind it can be equally beautiful. They have a unique way of communicating the supply chain of its products and pricing. They operate with 100% transparency and share personal production information, just like Everlane does. Also they make direct respect for people and animals, they want to make small impacts on our health and the environment.. Price points are way higher than Everlane because they sell designer clothes.
Branding: Font: Nordica Thin Everlane Font
Logo
Colors: #4E4E4E # FFFFFF
Tagline
Bringing sustainability and technology together,
Packaging: Whenever someone purchases a solis bag, it comes in its own dust bag, packaged inside a box with an information card on how the bag works and what it is made of (pictured below).
Expansion of Solis:
Camera Bag
Wallet
Satchel
Cork is a very versatile material that can be used to create a wide variety of bags while also incorporating the solar panel in some of the styles of bags.
Clutch
Briefcase
Specification Sheet:
Top
Bottom
Body Material: Cork Leather Lining: Canvas Edge Treatment: Raw Edge Seam: Lap seams Thread: Black Nylon Thread Stitch Length: 5 stitches per inch
10cm
8cm
SpeciďŹ cations
2.5cm
35cm
3.5cm
8cm
35cm
7cm
5cm
12cm zipper
13.5cm 8cm
side
30cm
front
Back
Cost Sheet: Cost Sheet
Technician: Barry Mandara
Group name Style Number Description
Solis SS 10702 Solar Powered Bag Shenzhen Domil Bags Co., Ltd.
Quoted Materials: Full Package Price: Cork Faux Leather Straps Zipper Lining Magnets Solar Power Charger
Guangdong, China (Mainland) domil108@domil.com.cn
$18.30
Packaging: Pull tight bag Poly Bag
$1.00 $0.30
Labor Cost:
Amount:
Total Cost Shipping Duty (7%) Freight Forwarder Total Cost of Goods MU% Whole Sale Price
Reference: Lead Time: 60 days Sample Time:14 days Shipping time: 30 days
Port of LA NVOCC O.T.I.
Cost (Total Order) Total Cost $27,450 $303 $1,921.50 $324 $29,998.50
$18.30 $0.20 $1.28 $0.22 $19.99 250% $70
Advertising