Defining Parisian Luxury Alli Drinkwater David Gale Linda La Kaleigh Ryan Jessica Willard
The Story Behind the Brand
Mission, Vision, and Values Porter-Tout creates quality luxury handbags that express a feminine, elegant, and romantic spirit that is quintessentially Parisian.
~ To inspire creativity and passion for product ~ To always strive for excellence ~ To offer the highest quality product ~ To act ethically in every business transaction
Target Market
Target Market Income ~ 25-45
2.00% 10.00%
~ $100,000 - $300,000 ~ Bachelor’s Degree or higher ~ Motivated by: ~ Self-expression ~ Achievement ~ Ideals
$70K $100K
25.00% 28.00%
<$70K
35.00%
$100K$200K $200K$300K $300K+
San Francisco, 94115
Store Locations New York, 10001
Chicago, 60610
Achiever Maggie Harris, 33 ~ New York (Midtown) ~ Zip Code: 10001 ~ Profession: Marketing Analyst ~ Income: $120,000
Innovator Hilary Embry, 37 ~ San Francisco (Pacific Heights) ~ Zip Code: 94115 ~ Profession: Editor at Wired Magazine ~ Income: $150,000
Industry
Luxury Market ~ U.S. handbag market about 30-50% all luxury and domestic handbag sales ~ In 2012, handbag sales were about $10.8 billion in the U.S. alone ~ Sales are up 21% from 2011
Retail Trends
~ Sales of handbags to women under 34 and under increased ~ Sales of handbags to older women slowed ~ 61% of handbag purchases were not impulse buys ~ 75% of handbag purchases were selfpurchases
~ Online sales represent 18% of total sales
Global State of the Industry ~ Global handbag sales estimated to be $94 billion in 2012 ~ Europe is revered for luxury products ~ Increased sourcing from China ~ Developed countries shift focus to design and wholesaling.
Competitors
Price Points ~ Average retail price is $2,000 - $6,000 ~ Retail prices differ: ~ Brand ~ Fabrication ~ Type ~ Size ~ Porter-Tout retails for $750 - $3,000 ~ Porter-Tout wholesales between $330 - $990 and $500 - $1500
Fabrication and Craftsmanship ~ High quality ~ Authentic ~ Durable ~ Aesthetically pleasing ~ Genuine animal skins ~ Quality closures
Buying Behavior
Sales Trends ~ Recession
Growth of Sales
~ Demand expected to grow through 2017
17% Dior
~ Focus on the Asian market
14.9% 2011 to 2012 2010 to 2011 18.3% Hermés 15%
0%
10%
20%
~ Luxury handbag industry predicted to continue growth ~ IBISWorld says the global handbag industry will grow 3.1% to $100 billion by the end of 2013
Technological Trends ~ Mobile Commerce ~ M-Commerce sales to reach $31 million by 2015 ~ Physical & Virtual Shopping ~ QR codes ~ Virtual changing rooms
Silhouettes
Materials ~ ~ ~ ~ ~ ~ ~ ~
Leather Calf-hair Suede Crocodile Skin Snake Skin Ostrich Fur Silk and Satin
~ ~ ~ ~ ~ ~
Powdery effects Laser cuts Pleats/folds Aged/weathered Low shine Water-resistant
Components ~ Turn lock closures ~ Metal Frames ~ Zipper pulls ~ Rosy colored metals
Product Development
Inspiration Board
Design & Concept Board
Sourcing
Manufacturing ~â&#x20AC;Ż One of the few to carry old Florentine hand-crafted leather goods directly from its factory. ~â&#x20AC;Ż In 1980s developed private label merchandise for designers such as Dunhill, and Fratelli Rossetti
Cost Sheet
Date Created: 5/7/13
Style #: 3587
Season: S/S 2014
Style Name: Mathilde Clutch Description: Solid full grain calfskin leather fold-over clutch with cotton twill lining and calfskin leather tassle zipper pull.
Materials Full Grain Calfskin Leather Cotton Twill Lining Total Materials Cost
Components Zipper Tassle Thread Total Components Cost
Packaging
Colorway: Seafoam Gray Chestnut
$ per foot/yard 14.00 9.00
$ per unit
Packing
Total 2.525 1.01
Quantity
11.99 7.99 1.65
$ per unit
Quantity
$ per unit 0.06 0.002 0.06
35.35 9.09 44.44
Total 1 1 0.10
0.40 0.75 0.05 1.34 4.26 0.05 0.04 3.17 1.50
Designer Label Care Card Bar Code Tag Dust Bag Embossed Box Tissue Paper Poly Bags Shopping Bag Hang Tag Total Packaging Costs
Cartons Tape Labels Total Packing Costs
Yield
11.99 7.99 0.17 20.15
Total 1 1 1 1 1 4 1 1 1
Quantity
0.40 0.75 0.05 1.34 4.26 0.20 0.04 3.17 1.50 11.71
Total 1 1 1
0.06 0.002 0.06 0.12
Labor Patternmaking Marking Cutting Sewing Admin Total Labor Costs
Other Freight Duty Broker Insurance Total Other Costs
Grand Total:
Minutes
Cost per minute
60
0.35
$ per unit
Total 0.21 0.21 2.10 21.00 2.10 25.62
Total 0.42 9.31 0.02 1.00
0.42 9.31 0.02 1.00 10.75 112.79
Sales Plan - Retail Style #
Name
8459
Aurelie Minaudiere
3587 6653 9082
Mathilde Clutch Elodie Satchel Sophie Bowler Total
Jan
Feb
Mar
Apr
Quantities Quantities Quantities Quantities
May
Jun
Jul
Aug
Sept
Quantities
Quantities
Quantities
Quantities
Quantities
50
135
110
60
85
50
60
50
125
50
150
110
60
100
60
75
60
135
60
185
150
75
100
60
85
75
160
60
210
150
75
110
75
85
75
175
220
680
520
270
395
245
305
260
595
Nov
Dec
Year Total
Retail Per Unit
Retail Total
Cost Per Unit
Cost Total
Margin Retail
Sales Plan - Retail Style #
Name
8459
Aurelie Minaudiere
Mathilde 3587 Clutch Elodie 6653 Satchel Sophie 9082 Bowler Total
Oct
Quantities Quantities Quantities
60
125
160
1,070
$
1,500
$
1,605,000
$
225
$
240,750
$
1,275
75
135
175
1,185
$
750
$
888,750
$
113
$
133,656
$
637
100
160
200
1,410
$
3,000
$
4,230,000
$
450
$
634,500
$
2,550
110
175
225
1,525
$
1,200
$
1,830,000
$
180
$
274,500
$
1,020
345
595
760
5,190
$
1,613
$
8,553,750
$
242
$
1,283,406
$
1,371
Feb
Mar
Apr
Sales Plan - Wholesale Style #
Name
Aurelie Minaudiere Mathilde 3587 Clutch Elodie 6653 Satchel Sophie 9082 Bowler Total 8459
Jan
Quantities Quantities Quantities Quantities
May
Jun
Jul
Aug
Sept
Quantities
Quantities
Quantities
Quantities
Quantities
50
135
110
60
85
50
60
50
125
50
150
110
60
100
60
75
60
135
60
185
150
75
100
60
85
75
160
60
210
150
75
110
75
85
75
175
220
680
520
270
395
245
305
260
595
Nov
Dec
Year Total
Wholesale Cost Per Wholesale Total Per Unit Unit
Cost Total
Margin Wholesale
Sales Plan - Wholesale Style #
Name
Aurelie Minaudiere Mathilde 3587 Clutch Elodie 6653 Satchel Sophie 9082 Bowler Total 8459
Oct
Quantities Quantities Quantities
60
125
160
1,070
$
500
$
535,000
$
225
$
240,750
$
275
75
135
175
1,185
$
250
$
296,250
$
113
$ 133,656.15
$
137
100
160
200
1,410
$
1,000
$
1,410,000
$
450
$
634,500
$
550
110
175
225
1,525
$
400
$
610,000
$
180
$
274,500
$
220
345
595
760
5,190
$
538
$
2,851,250
$
242
$
1,283,406
$
296
Branding & Marketing
Packaging