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