Color Wave

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The Color Wave Spring 2017 FASM 400 Monika Jonevski


TABLE OF CONTENTS Company Overview Target Consumers Mood Board Concept Board Competitors Customer Profiles SWOT 5ps Images Social Media Window Display Email Blast Web Page Process Images


Company Overview Products Include:

Founded by Richard Hayne, Judy Wicks and Scott Belair in 1970 First Urban Outfitters store opend in West Philadelphia Urban Outfitters is a Public Brand Going beyoind Historical preseveration, with infusing a new fresh atmosphere Two Segments: Retail and Wholesale

Womens and mens fashion apparel Intimates Footwear Beauty Accessories Home Decor Active Wear Electronics

240 Urban Outfitter Stores: 179 Located in the us 18 Located in Canada 43 Located in Europe

Urban Outfittes, Anthropologie, Free People, Terrain, BHLDN, and The Vetri Family Hipster, Stylish, Trendy, Bohemian and Retro Lifestyle retailer dedicated to inspiring customers through unique combination of


Demographics Age: 18-30

Gender: Male and Females Income: $ 20,000-$ 100,000 Education: Well- Educated Occupation: Student or in the Creative Field Ethnic Background: Multi-Ethnical

Psychographics Personality: Fun and Care-free Lifestyle: Interests in Art, Music, and Fashion Hobbies: Music Festivals, Traveling, Hanging out with friends, and Social Media Values: Being Active and Unique



Competitors


Chloe 19 YRS OLD Studies at NYU Creative Writing Major From Connecticut Lives in Brooklyn Has a French Bulldog, named Lilly Personality: Girly, Free Spirited, Environmentally Conscious Hobbies: Avid coffee house visitor, Loves to watch old movies, Having girls nights, reading fashion and travel Magazines, and Wandering around in Central Park

Julie 23 YRS OLD Works as an Interior Designer From Chicago Lives in Los Angelus Has a Double Doodle, named Teddy Personality: Free Spirited, Quiet, and Fashion Forward Hobbies: Loves to travel the world, Loves to attend music festivals, Avid reader, loves spending free time looking at decor on Pinterest for inspiration


STRENGTHS PRODUCT MIX STRONG BRAND IMAGE DESIGNER COLLABORATIONS CUSTOMER LOYALTY ENGAGING STORE ENVIORNMENT KNOWS TARGET MARKET BEHAVIOR AND CULTURE

OPPORTUNITIES EXPANSION OF WEBSITE OPEN MORE STORES WORLDWIDE MORE DESIGNER COLLABORATIONS EXPAND RANGES OVERSEAS EXPANSION IN STORE BRANDS

WEAKNESESS NO INSTORE BRANDS COSTLY HIGH EMPLOYEE TURNOVER PROBLEMATIC PRODUCTS CUSTOMER SERVICE

THREATS LAW SUITS FAST FASHION COPYRIGHT INFRINGEMENT


Product

• Canvas Accessories o Computer Case o Clutch o Wallet o Tote Bag • Hand Made • Hand Painted • With hand attached textured elements • Made from recycled canvas

Price

• Price Range $ 40-$ 60 • Ubran Outfitters Accessories comparable • Hand Made • Hand Painted


Place

• Large volume Urban Outfitters stores o Los Angelus o New York o Chicago o Miami o Philadelphia • Sold Online through urbanoutfitters.com

Promotion

• Limited Marketing • Email Blast

o Current Urban Outfitter account customers o Store signage near section that the product line is being displayed

• Background about the products


People

• The people that we are targeting are interested in sustainable products o Current Urban Outfitter customers o New Customers interested in the accessories

Product Line





Social Media


Window Display

Email Blast


Web Page

In Store Signage


Process Pictures


The Group

Contributors Model: Rachel Andert

Emily Eckard FASM Junior Urban Outfitter’s Apartment

Ashley Himpel FASM Junior Urban Outfitter’s Womens

Photographer: Wes Spear Special Thanks To: Monkia Jonevski for your help and guidance along the way

Gillian Ware FASM Junior Urban Outfitter’s Intimates

Taylor Plumer FASM Junior Urban Outfitter’s Apartment

Final Project for The Savannah College of Art and Design in FASM 400 Contemporary Issues in Fashion Marketing


Thank You


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