Product Development: Fashion Tribe

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

PINTEREST

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

TWITTER

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