Hannah Aylward
FA S M 3 1 0
Private Label Product Development
BRAND & PRODUCT “Fashion-forward poster prints for that hauntingly blank area on your wall.�
Value Proposition
Fashion tribes offers high-fashion fashion illustrations printed on thick canvas to make the perfect statement piece for your new apartment.
INSPIRATION & PHILOSOPHY
When looking to decorate your new safe haven, deciding how to cover that haunting blank white space on your wall is no easy task. Too old for boy band posters but too young to afford the Warhol you just learned about in 20th century Art History last year. Fashion Tribe offers a solution. We aim to satisfy the fashion lover with chic products to collect and display with pride in a new home. Always offering the classics, but not stopping there. Our product selection in consistently updated to offer you the latest and greatest in fashion.
SWOT ANALYSIS STRENGTHS • • • • • •
New and unique company Offers a solution to a hole in the market Reasonably priced Marketing to consumer with high purchasing power Relatively simple maufacturing process Large assortment of product offering
WEAKNESSES • • • • • •
New company with little brand resonation One channel of distribution No current external retail agreements Very interest specific New to market Little manufacturing experience
OPPORTUNITIES
• Expansion of product offering • Expansion of distribution channels • Popularity and frequency of online shopping by target market
THREATS • • • • •
Many poster suppliers already present within market D.I.Y trend throughout interior decorating industry Many other decorative options Economic instability Communal living is common among consumer
TARGET MARKET
• Millennials (18-36) comprise 24% of the US population (77 million individuals) • 23% have a Bachelor’s degree or higher • 49% are female • Purchasing power: $600 Billion a year • 58% “love to shop” • 1.8 million bachelor’s degrees universities are expected to award during the 2013-14 school year • incomes range from $25,000 to $48,000 for younger (18-27) and older (28-36) Millennials • Median salary: $39,700 • 21% are married • Most racially and ethnically diverse generation (19% Hispanic, 14% African American and 5% Asian)
CONSUMER PROFILE
• NAME: CAROLINE • AGE: 24 years old • INCOME: $30,000 • Single • Recently graduated and received BA • Employed in her first job • ATTRIBUTES: Social media connected Fashion conscious Education and/or career focused • SHOPPING HABITS: Online 1-4+ in store shopping Money conscious Closely follows trends & takes risks
COMPETITION ZAZZLE
Online retailer that allows users to upload images and create their own merchandise (clothing, posters, etc.), or buy merchandise created by other users, as well as use images from participating companies. - Offers canvas prints - Prices range from $8 - over $100 - Carries fashion posters of different aesthetic
ALLPOSTERS
Online retailer providing a selection of posters and prints including entertainment and specialty posters, decorative prints, and art reproductions. - Offers canvas prints - Prices range from $7.99 - $1,400 - Carries fashion posters of different aesthetic
ART.COM
Online retailer providing a large selection of products including posters, wall decals, large prints, wall tapestries, hand painted art, etc. - Offers canvas prints; option to upload and print your own - Prices range from $1.98 - $7,499.99 - Carries fashion posters of different aesthetic
SALES VENUE ONLINE
Operational considerations associated with web development: • Domain name • Web host – Host Gator – with “cPanel” • Dedicated IP address and private SSL certificate through Host Gator • Shopping cart script • Payment Gateway • Google AdWords
PROMOTION TOP 10 BLOGGER FAVORITES AMONG MILLENNIALS:
BRYAN BOY
STYLE BUBBLE
SONGS OF STYLE
PASSIONS FOR FASHION
THE BLONDE SALAD
CAROLINES MODE
FASHION TOAST
ALL THE PRETTY BIRDS
KEEP IT CHIC
MATERIAL GIRLS
It is no surprise that Millennials browse blogs just as much as they send a text message. Each of these featured fashion, style and decor bloggers will receive a Fashion Tribe illustration. This initiative will inform each blogger and motivate them to feature Fashion Tribe artworks via their social platforms, making Fashion Tribe instantaneously viewed by millions of target consumers.
PROMOTION FACEBOOK Brand and customer interaction Customer feedback Customer support *checked and monitored daily with and average of 1 post per day
INSTAGRAM Customer interaction via customer generated content Personal inspirations Behind-the-scenes at Fashion Tribe *checked and monitored daily with an average of 2 posts per day
Exhibit new releases Link directly to products Also contain other themed boards i.e. favorite designers, product inspirations, etc. *checked and monitored daily with an average of 25 new pins a week
Updates on products Discount and promotional activities *checked and monitored daily with an average of 2 posts per day
PACKAGING/DISTRIBUTION
*All purchases are final Customers pay for shipping costs
Product will be stored in a storage unit located in Savannah, GA.
Each poster will be shipped in a box sourced from Uline with a printed Fashion Tribe logo. Product number: S-4735 22 x 18 x 6� $1.52 per box for order of 250
EXPENSES OVERHEAD EXPENSES: Domain name Web host IP address Private SSL certificate Shopping cart script Payment Gateway Google AdWords – Cost-per-click Storage – (5’ X 10’ unit) TOTAL
$10 per year $72 per year $2 per month $50 per year $0.00 $100 set up fee + $20 monthly fee + $0.10 fee per transaction $10 per day $69 per month $4,974 + $0.10 per transaction
PROMOTIONAL EXPENSES: 10 Fashion Tribe pieces + shipping for specific bloggers = $3.61 (10) + shipping (estimated $8.99 per piece) TOTAL = $126
SPECIFICATION SHEET 15 inches
1 inch
20 inches
Date: May 23, 2014 Season: F/W 2014 Style: Home Decor 01 Material: Polycotton Canvas Printing Ink Wooden Frame Length: 20 inches Width: 15 inches Height: 1 inch
COST SHEET GROUP Fashion Tribe NAME: Style Number: 0001 Description: Stella McCartney Fashion Illustration Print Size: 15” X 20” Materials Price Canvas Print Manufacturing $2.00 per piece (based on 200 piece count; FPP) Agent Fee (10%) $0.20 Licensee Fee (10%) $0.20 Duty Fee $0.00 Shipping Fee $0.65 Total cost of materials = $3.05 Shipping Price Bubble Wrap $0.56 Box $1.52 Total cost of shipping = $2.08 Total Cost of Goods to be Sold MU% Wholesale Price Selling Price
$5.13 65% $8.46 $29.99
PRODUCT OFFERING CURRENT PRODUCTS INCLUDE:
Hannah Aylward
FA S M 3 1 0
Private Label Product Development