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Table of Contents Mission Statement..............................................................4 Inspiration.............................................................................6 Product Description..........................................................8 Line Extensions.................................................................10 Philosophy..........................................................................12 SWOT Analysis..................................................................14 Competition & Competitive Advantage...............16 Target Market...........................................................18-21 Sales Venue................................................................22-25 Promotion.....................................................................26-29 Specification Sheets...............................................30-37 Cost Sheet.........................................................................38 FASM 310 - Modern Antiquity Hair Accessories
Mission Statement
4
“Modern Antiquity Hair Accessories is a company committed to offering unique hair pieces for women who desire a style that is one of a kind. Our goal is to maintain a sense of beauty and discovery throughout our products and brand. By creating a strong, emotional bond with our customer we are able to cater to her unique wants and sophisticated tastes.�
FASM 310 - Modern Antiquity Hair Accessories
Inspiration
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Modern Antiquity Hair Accessories was inspired by the timeless treasures found while wandering through old antique shops in Savannah, Georgia. From cameo brooches to pearl studded earrings, Modern Antiquity looks for pieces that tell a story. We are inspired by the classic elegance of vintage jewelry and the posh, ladylike women who owned these pieces many years ago.
FASM 310 - Modern Antiquity Hair Accessories
Product Description
8
Each hair accessory will vary due to the fact that they are all one of a kind pieces. Items Used: - Hair clips will range from the metal antique finished snap barrettes to silver and bronze finished metal hair clips - Vintage pieces will range from pendants, pins, brooches, to gemstones
FASM 310 - Modern Antiquity Hair Accessories
Line Extensions
10
Headbands
Hair Combs
Brooches
FASM 310 - Modern Antiquity Hair Accessories
Philosophy
12
Modern Antiquity Hair Accessories believes that our products are a reflection of our customer. Our products generate an expression of our customer’s love of fashion and retro design. For her, our pieces offer an escape from the everyday. They are a source of inspiration and delight, where design and story telling come together to create an unimagined experience. But most importantly we believe in being unique. And through our products we allow our customers to achieve just that.
FASM 310 - Modern Antiquity Hair Accessories
SWOT Analysis
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Strengths
Each piece is unique Specialized product range High quality materials Each piece tells a story Exclusive designs Caters to the ever-growing interest in vintage style
Opportunities
- Increase product range - Expand into local boutique venues - Incorporate sustainable elements into designs
Weaknesses
- Small product range - Only available through an online store - Higher price range - Small, new brand - Not commercial enough for mass appeal
Threats
- New to market - Competition with cheaper, lower quality imitations - Competitors have much more global presence - Universal acceptance of product FASM 310 - Modern Antiquity Hair Accessories
Competition & Competitive Advantage
16
Competition:
Competitive Advantage:
- Unique, one of a kind pieces that you can’t find anywhere else - Each hair accessory set comes with a story card that tells the history of where each vintage piece came from FASM 310 - Modern Antiquity Hair Accessories
Target Market
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Customer #1: The Collector Name: Sarah Parker Occupation: Journalist & Freelance Writer Age: 29 Income/Salary: $55,000 Lifestyle: Newly married, kids to come, always writing in a notebook or typing on her laptop, loves fashion and design, avid traveler seeking new writing topics Hobbies: Blogging, reading, collecting antiques, traveling, searching for unique and inventive items FASM 310 - Modern Antiquity Hair Accessories
Target Market
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Customer #2: The Bride Name: Allison White (Soon to be Johnson) Occupation: Fashion Buyer Age: 33 Income/Salary: $80,000 Lifestyle: About to be married, always shopping for new fashion items, loves good design, obsessed with vintage, loves her job, attends trade shows regularly Hobbies: Reading, traveling, searching for unique and inventive items, wedding planning, social media such as Pinterest & Instagram FASM 310 - Modern Antiquity Hair Accessories
Sales Venue
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The Modern Antiquity Webstore The Modern Antiquity Hair Accessories webstore will allow shoppers to view the featured items of the week, items that are sold, items that are currently on sale, and special bridal items for the current season. Here, customers are also able to read about how the company was founded and about the founder herself.
FASM 310 - Modern Antiquity Hair Accessories
Webstore
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FASM 310 - Modern Antiquity Hair Accessories
Promotion
26
Company Business Card
Promotion Via Social Media
FASM 310 - Modern Antiquity Hair Accessories
Promotion
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Design Love Fest BleuBelle Bridal ...is a lifestyle blog founded and edited by Bri Emery. The blog focuses on design in style, DIY, and more. With an enticing and recognizable aesthetic, Bri’s styling, creative direction, and design has lead her to creating concept campaigns for countless brands making her a perfect match for Modern Antiquity.
Ivory & Beau
...is a bridal boutique thats ...is a bridal boutique that goal is to assist each bride combines wedding planning in expressing her own with wedding gowns. They sophisticated individual style offer styles for the bride who while simultaneously dreams of being a little bit providing unmatched non-traditional on her personal service. They wedding day. Ivory & Beau recognize that your wedding also offer accessories that day is an expression of your are an expression of a own unique taste making brides personal style them a perfect partnering making them a perfect match match with Modern Antiquity. for Modern Antiquity. FASM 310 - Modern Antiquity Hair Accessories
Specification Sheet A
30
FASM 310 - Modern Antiquity Hair Accessories
Specification Sheet B
32
FASM 310 - Modern Antiquity Hair Accessories
Specification Sheet C
34
FASM 310 - Modern Antiquity Hair Accessories
Packaging Specification Sheet
36
FASM 310 - Modern Antiquity Hair Accessories
Cost Sheet
38
FASM 310 - Modern Antiquity Hair Accessories
Jenn Campbell Modern Antiquity Hair Accessories FASM 310 Private Label Product Development Professor Patti Cappalli Taylor Fall 2014