FA S M 4 0 0 - Fa l l 2 0 1 8 - Ja v i e r A s t u r i a s - Na t a l i a Me d i n a - M a x D r u r y - K i a We l l s
INDEX Company Overview Target Consumer Sustainable Product SWOT Analysis Competitor Analysis Marketing Material
In the 1970’s, a young man named Dick Hayne opened his first clothing store in
West Philadelphia, Pennsylvania. He called it Free People. Changed from Free People to Urban
Outfitters.
Demand was almost immediate therefore, Hayne and his wife decided
to create a wholesal line.
Due to the line’s success, Hayne separates
the businesses.
The wholesale line took on many personalities: Bulldog, Ecote, Cooperative, Anthropologie, and then in 1984 a new life was breathed into Free Free People shed its junior image and evolved into a more
maturecontemporary brand. Today the line sells in over
1,400 specialty stores worldwide.
People.
667.7 Millions in 2017
Total revenue growth 8.7% Stores sales growth of 4.9% Total growth of 11%
Age: 18-50. Income: 40K- 100K. College Graduate. Lives in Suburb or City. Values quality over quantity. Enjoys coffee with friends. Enjoys a healthy lifestyle. Aprecciates the little things in life. Attends yoga classes twice a week.
Collection based on recycled
denim wich consist of 3 different styles.
We encourage our customers to style their look by layering the pieces according with their outfit and style. Price Range: $75-100 Promotion: heavily focus on social media coverage of the launch event window displays of the collection at stores that are carrying it. Place: Collection sold online and in select Free People stores stores chosen will mostly be in major cities and at the stores that have more accessory/jewelry stores People: collection appeal to Free People’s target consumer
EDF is a nonprofit organization. EDF’s mission is to preserve the natural systems on which all life depends. One of the world’s largest environmental organizations. Two million members and a staff of 700 scientists, economists, policy experts, and other professionals around the world.
S
W -Sustainable - One of a kind - Cost of Production / Nice MU%
- Not every piece looks the same - Excluded from promotions - Quality control issue
- Partner with EDF Org. - Attract eco-conscious customers - Introduce Free People recycle program
-Easy to knock off - Price of line could deter customers -Consumers not engage with the product
O
T
Started back in 1993 by Kate Brosnahan Spade, a former accessories editor at Mademoiselle. The brand started with a sleek handbag in six different silhouettes. First shop in New York City opened in 1996. Kate Spade expanded into a wide range of products, from clothing and jewelry to bedding, legwear and fragrances.
Similar Price Range Target Consumer
Inspired by the island of Daufuskie, Kay Stanley, created a handbag collection beloved by women everywhere known as Spartina 449. Spartina 449 is now internationally known and featured in specialty retail shops across the country. They offer a large array of products and carry colorful patterns, which the brand is mostly known for.
Same Target Consumer Cheaper product
Jason and Gorjana Reidel decided to create accessible fine jewelry. The couple started selling their line by hitting the road with samples. The line later grew into a full fledged business owned and operated by the couple.
Same Target Consumer Similar price range Similar design style
Shop the new Free People x EDF Sustainable Jewlery Collec tion!