TRIANGL
Pop-Up Shop at The Grove, Los Angeles FASM 410 Retail Management Winter 2015 Professor Alessandro Cannata Kathryn Larrabee, Ana Acevedo, Jenn Campbell & Yejide Offord
Contents Executive Summary.....................................................................................3 Company Summary....................................................................................4 SWOT Analysis...............................................................................................5 Brand Identity Matrix...................................................................................6 Brand Identity Prism.....................................................................................7 Current Market Position & Distribution.......................................................8 Perceptual Map..........................................................................................9 Communication & Promotion..................................................................10 PESTEL Analysis......................................................................................11-12 The Swimwear Industry..............................................................................13 Direct Competitors...............................................................................14-15 Indirect Competitors.................................................................................16 Consumer Demographics & Psychographics........................................17 Customer Profiles..................................................................................18-19 The Grove...................................................................................................20 Justification for Location Selection..........................................................21 PRIZM Segmentation & Sales Potential...................................................22 Estimated Competition & Area Factors..................................................23 Location & Exterior.....................................................................................24 The Floor Plan............................................................................................25 Interior View...............................................................................................26 Visual Merchandising................................................................................27 Window Displays........................................................................................28 Assortment Plans...................................................................................29-33 Promotional Plan.......................................................................................34 Financial Plan.......................................................................................35-36 Bibliography..........................................................................................37-38 Appendix...............................................................................................39-53
Executive Summary
As an emerging Australian swimwear line, Triangl has become known for their brightly colored bikinis and strong social media presence. However, the brand is currently exclusive to e-commerce and lacking the brand awareness and potential customers that are located in the United States. Through the creation of an interactive pop-up shop, Triangl can target their American consumer and educate them in the brand. The pop-up shop will be located in Los Angeles at the premiere retail complex, The Grove which provides Triangl with their target customers.
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Company Summary History
In 2011 Erin Deering and Craig Ellis came up with the swimwear brand Triangl. After noticing that there wasn’t a swimwear line targeting young women who wanted “fashionable quality swimwear without costing too much” (Sydney Morning Herald) they decided to design a line. By being inspired by the idea of an endless summer and using neoprene as their main fabric, Deering and Ellis created what would eventually become a top swimwear brand. Through their strong social media presence and the exclusivity of only being able to buy the swimwear online, Triangl has built a brand that continues to grow and take on new challenges each year.
Mission Statement
“Designed for the girl who wants her fashion choices reflected at the beach, the label also seeks inspiration from the iconic beach scenes in the 70’s.”
Revenue & Growth Revenue: - December 2013: $5 million - December 2014: $25 million - Black friday 2014: $90,000
Future Growth Projections: Triangl can continue growing in the United States swimwear market through a possible brick & mortar store in beach towns and cities. Triangl also has an opportunity to extend their product assortment into brand extensions such as beachwear and related accessories.
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SWOT Analysis Strengths
Weaknesses
- Strong social media presence - Offers swim sets for an affordable price - Unique design - High quality material - Flat rate for online and international shipping - Good customer service with live chats
- Items are only available online - New to the market - Customer pays for returns - Models don’t follow code of ethics for body image - Lacking brand awareness in the United States
Opportunities
Threats
- Expand to brick & mortar stores - Sell swimwear through other retailers (ie. Bloomingdales, Pacsun, Nordstrom, etc.) - Create ad campaigns to be featured in magazines - Increase product range - Incorporate sustainable elements into designs
- Possiblitiy of counterfeits - Competition with key competitors: - Roxy - Victoria’s Secret - O’Neill
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Brand Identity Matrix Brand-as-a-Person Brand-as-a-Product - Surfer - Young - Adventurous - Stylish - Beach lover - Female
Brand-as-a-Symbol
Brand-as-anOrganization - Trend setting - Modern - Growing - Australian
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Brand Identity Prism
- Minimalistic - Vibrant colors - Trendy - Neoprene fabric
- Young - Edgy - Fun
Physical Personality Relationship - Social - Seductive - Fresh
Culture - Australian - Modern - Trend setting
Reflection Self-Projection - Desirable - Stylish - Innovative
- I feel unique - I feel sexy - I feel confident
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Current Market Position & Distribution Market Position - Exclusively e-commerce - Independent retailer based company with manufacturing in Hong Kong - Only 2 price points: $79 and $89 - New to the market but growing faster
Distribution Triangl has a sales volume of 120,000 pieces in 2014 within the northern hemisphere alone. US customers were estimated to spend $8 billion on swimwear pieces in 2012. It is because of their active social media, that sales for Triangl in the US alone has spiked 250% in 2014. Triangl swimwear pieces are only sold online through their official page. Since 2013, Triangl took their products from small boutiques in Australia and adopted a vertical distribution structure as their business model; their products go from manufacturer, to Triangl, then directly to the customer.
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Perceptual Map High Price
Sportswear Influence
Fashion Influence
Low Price
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Communication & Promotion - Current promotion is all digitally based via social media which allows for minimal spending - Advertising includes: Instagram, Facebook, Twitter, & Pinterest - Direct marketing initiatives: relies heavily on bloggers to promote their brand to the public - Triangl has more than 1.4 million followers on Instagram including Miley Cyrus and Beyonce which greatly impacts the brands current sales and promotions
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PESTEL Analysis Political The United States operates under a democratic government where the current president is Barack Obama who was elected in 2009. Overall, the United States has vast political influences and leading world power despite the temporary government shutdown in 2013. In Los Angeles specifically, the mayor is Eric Garcetti who is then supported by fifteen council memebers operating in a stable government.
Economical The United States is a capitalist system with a mixed economy. As of 2014, the countries GDP was $16,800 billion while exports were at $279 billion and imports were at $241.4 billion. The US is a service based economy with a $28,155 per capita income as of 2013. In Los Angeles, the export value in 2014 was $25 billion while the GDP was $727.5 billion. The city has a $27,749 income per capita with a 7.4% unemployment rate.
Social As of 2014, 317 million people populate the United States with 23.3% being under the age of 18. The US is a mixed culture with English being the primary language. As of 2013, there was a 50.8% female population. 10 million people live in Los Angeles as of 2013 with 50.1% of them being female and 23.2% of them being under the age of 18. In 2013, the retail sales per capita was $12,236.
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Technology Technology is very important to the United States consumer. The United States serves as home to many of the leading industries in technology development. Innovative companies thrive here and are leading the way in adopting and applying technology.
Environmental The United States is a business friendly environment where the government is customer friendly, meaning businesses interact more with customers than the government. The government processes are rational, understandable, and timely with a mixture of small and big businesses. In Los Angeles, businesses are environmentally conscious with programs ranging from green infrastructure to energy and water saving. Many businesses have environmental purchasing policies and participate in programs that prevent hazardous waste. Environmental permits are often needed within business parctices.
Legal In the United States there are high levels of legal enforcement as well as laws and regulations regarding imports. These laws vary from consumer protection laws to retail pricing and leasing laws. In many situations, businesses may need licenses and environmental permits.
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The US Swimwear Industry - Swimwear Businesses: 37,150 (as of 2014) - Employment: 141,851 (2014) - Annual Growth in Revenue: 3% (2013-2014) - Revenue: $16 billion (2014) - Household expenditure in swimwear: o Under $250: 43.5% (July 2014) o $250-$499: 10.8% (July 2014) - A major driver for this market is the need for women to look stylish during water related activities, increased body and health consciousness, and growth of beauty and spa facilities 13
Direct Competitors Stone Fox Swim is designed and independently owned by California native Chelsea Bell. The suits are inspired by the beer and the bonfire girl, by sun kissed summer days and sandy toes. Stone Fox Swim currently only sells women’s swimsuits and are available through their website, online retailers (ex. Urban Outfitters, Pacsun, and Revolve), boutiques ( located in California, Florida, Hawaii, Texas, New York, and North Carolina), and in international retailers ( in Australia, El Salvador, England, France, Japan, Mexico, and Tahiti).
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Roxy is the women’s extension of Quicksilver that was created in 1990. It is now a global lifestyle brand, offering products for every aspect of the active girl’s life. Roxy’s slogan is “Daring, confident, naturally beautiful, fun, alive: Roxy.” The Roxy brand sells women’s apparel, swim, accessories, shoes, fitness, kids, surf, and snow products. The first Roxy store opened in Hawaii in 1997 and is now currently available through their website and store fronts located around the world including the Americas, Asia, Europe, and Africa.
Growing up in Maui, designer Naomi Newirth saw an opening in the swimwear market and began sewing her own bikinis at an early age. She graduated with a fashion degree from FIDM in 2008. Business partner, Lyndie Irons, was raised on the beaches of Southern California. Lyndie got her start as a swimsuit model at the age of 15 and immediately was inspired to create her own line someday. In 2008 the best friends came together and launched Acacia Swimwear. The brand offers women’s swimwear, resort wear, a children’s line named Acacia Swimwear Honey, footwear, accessories, as well as several collaborations. They have retailers in 11 states, 15 other countries, and worldwide online retailers.
In 1952, Jack O’Neill opened his first surf shop in his garage. Here, he sold surfboards, accessories, and vests that he made out of neoprene. By 1980, O’Neill had morphed into a thriving international company. The brand offers women’s, men’s, and kids apparel ranging from swimwear, sportswear, snow outerwear, wetsuits, and headphones. O’Neill currently has an online website and several stores located in the United States, Japan, and Europe. O’Neill products are also available through independent surf and wetsuit dealers.
Beach Bunny’s founder and designer is Angela Chittenden. Angela is a former swimsuit model and launched Beach Bunny in 2004. Angela’s boudoir-inspired lines were an instant hit with women looking for swimsuits that make a bold statement. Beach Bunny is a family-run enterprise that sells women’s swimwear, apparel, lingerie, and accessories. Their products are available through the Beach Bunny website and 5 boutiques located in California, Florida, and Arizona. Beach Bunny has never had their own or been apart of a pop up shop.
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Indirect Competitors - Pacific Theatres at The Grove - The Cheesecake Factory - Maggiano’s Little Italy - MAC Cosmetics - Nordstrom - Topshop - Barneys New York - Apple - Spas - Disneyland & Universal Studios
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Our indirect competitors range from restuarants located in The Grove to popular attractions located in the Los Angeles area. However, they all share the potential to take our customer’s dollars.
Consumer Demographics & Psychographics The demographics in Los Angeles, California is split into 5 different groups of people : the bohemian mix, money & brains, urban achievers, urban elders, and young digerati. Of these 5 groups the main Triangl consumers are between urban achievers and young digerati.
Urban Achiever:
In terms of the Urban Achiever this group consists of professionals between the ages of 35 and 45 years old. The individuals in this category have already established themselves professionally with white collar jobs. At this time in their lives they still are without children and are renting their living arrangements. During leisure times the urban achiever reads the New Yorker and participates in instrumental sports in the park or on the beach. Of these individuals that are college educated their income is still fairly low (The Nielsen Company).
Young Digerati:
As for the Young Digerati the individuals in this group are between the ages of 25 and 44 years old. They are at management levels in their careers and have a bachelors and master’s degree. With the majority in management level jobs their daily income is considered wealthy with an average household median income of $91,183. During this time of their lives the Young Digerati has started their family and either owns or rents their homes. During leisure times they travel to international countries, shop at luxury department stores like Bloomingdale’s, and read Dwell (The Nielsen Company).
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Customer Profile #1 Kayla - Age: 21 - Education: Student at the University of California, Los Angeles - Occupation: Surf instructor at Aqua Surf School in Santa Monica - Income: $39,000 per year - Marital Status: Single - Hobbies: Surfing, paddle boarding, and attending local music festivals
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Customer Profile #2 Whitney - Age: 28 - Education: Rhode Island School of Design Alumni - Occupation: Graphic Design - Income: $62,000 per year - Marital Status: Married with 1 child - Hobbies: Day trips to the beach, shopping for the latest trends, and attending yoga classes
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The Grove
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Justification for Location Selection Established in 2002, The Grove has been a shopping destination for tourists and locals for over 10 years, but before it became such a huge shopping destination it was first known as a local farmers market. With the idea of connecting the Farmers Market with a new shopping experience including retail stores and entertainment, Caruso Affiliated took on the job to modernize this historical section of Los Angeles and turn it into the wonderful place it is today. Since its beginning, The Grove has become known as one of the United States largest shopping destinations with over 40,000 guest daily and almost 2 times more customers and business during holiday the holiday season (Caruso Affiliated). The choice to make The Grove the location for Triangl’s first popup shop ever is based on the history and the people who call this area of Los Angeles home. During the last 2 weeks of July, Triangl will operate its pop-up shop inside The Grove in the Grand Lobby. Since Triangl is an Australian based swimwear company, entering the US market and having the pop-up shop at this location allows them to enter the market with ease. Opening Triangl in a state that is known for its beach lifestyle and celebrities, Triangl is able to reach its immediate target market and the celebrities who endorse them through social media accounts as well as connecting with athletes who participate in local water sports and competitions.
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Prizm Segmentation & Sales Potential 16 Bohemian Mix
A group of mobile urbanites that make up 1.87% of US houselholds with the average household income at $56,676. As the nation’s most liberal lifestyle it is mixed with an ethnically diverse grou of people who range from White, Black, Asian, Hispanic, and Biracial. This group is also know for its progressive mix of young singles, couples, and families that range from student to professionals. With the ecentric style they are early to check out whats new within the entertainment industry, nightlife, and technology.
07 Money & Brains
The individuals in the Money & Brains segmentation are those who are considered wealthy with a household income of $88,837 and make up 2.11% of US households. They live a lavish lifestyle due to their high management positions and are married with at least 2 children. Majority of these individuals are older and their children are in college or have already established themselves professional.
31 Urban Achievers
The Urban Achievers are individuals living in port cities and are immigrants coming from Asia, South America, and Europe. This group is split between singles, couples, and families that are college educated and speak more than one language. Their average household income is $37,332 and only make up 1.57% of US households.
59 Urban Elders Urban Elders are older individuals who live in the downtown area of large cities such as Chicago, New York, Las Vegas, and Miami. It is mainly made up of Hispanics and African-Americans who have retired and downscaled on their daily needs. Through their downscale their income is at $27,565 and have moved into apartment complex’s for assistant living.
04 Young Digerati
The Young Digerati are the nations tech-savy segment that make up 1.28% of US households and have an average income of $91,183. With majority having a college degree or more they live fashionable lifestyles in upscale urban areas. Their communities are surrounded by local gyms, boutiques, niche restaurants and coffee shops as well as trendy apartments and condos. These individuals are either White, Asian, Hispanic, or Biracial.
Sales Potential:
Foot Traffic at the Grove is 40,000 per day. The Grove occupies 600,000 square feet and make an average of $2,100 in sales per square foot. Our Store occupies 1,080 square feet which would estimate to be a total of $2,268,000 in sales.
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Estimated Competition & Area Factors Estimated Competition:
During the summer months The Grove is filled with both locals and tourists of all ages. These individuals are participating in a numerous amount of daily activities from recreational sports on the beach to shopping at The Grove or weekly Farmer’s Market. Along, with the beach and Farmer’s Market, Triangl will also have competition with local stores such as Nordstrom, Topshop, Barney’s New York, and Zara; as well as the crowds of people that are drawn to the area for E! News Live taping that is filmed every weekday at 7pm.
Area Factors: Pedestrian Traffic – The Grove sees an average of 40,000 people daily and 90,000 people during the holiday season.
Public Transportation – Metro Bus is easy to navigate and will
take people to Hollywood, The Grove, The Sunset Strip, and Beverly Grove. To reach these destinations specifically people can take the #217 and #780 buses to get through Central Los Angeles with ease.
Parking at The Grove – Those who are travelling by car can
park in the Grove’s lot for several different lengths of time. The first hour is free and then goes up to $9 once you’ve reached 3 hours. They also offer validation for the first 2 hours for free. Individuals are able to pay with cash, Amex, Master Card, or Visa.
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Location & Exterior Triangl
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The Floor Plan
1,080 sq ft.
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Interior View
Ambiance
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The ambiance of our store will embody the beach and surfer lifestyle of our target customer. We want our customers to feel at home when they enter our shop which is why we plan on having summer music playing with famous artists such as: Avicii, Ariana Grande, Shakira and Katy Perry. We also wanted to give the scent of the beach with an ocean mist & sea salt diffuser paired with a comfortable cool space to get a little break from the hot sun. We want our space to be inviting and unique, leaving our customer to grab a bikini and head back to the beach.
Visual Merchandising
Visually speaking, we want our customers to feel comfortable and have everything our store has to offer right at their fingertips. For that reason we are planning to have interactive touch screens available for our customers to view all of the available swimsuits and search and research their perfect fit and size. 27
Window Display
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Promotional Plan
For Triangl to promote its Los Angeles pop-up shop we will be doing heavy promoting through social media, specifically, our Instagram and Facebook accounts. The month prior to our opening, we will begin posting sneak peaks of the pop-up shop through our social media accounts. By June, we will have the official date posted alongside a promo video of our chosen location. These strategic planned postings will stick to the Triangl aesthetic with specific captions to entice all of our followers. As our event comes closer to date, Triangl will put together a small social media campaign through Instagram. We really want to reach our target customer and followers so we will be asking customers to share pictures of what they think the Triangl girl is. In order to keep track of posts, we will ask followers to hashtag their pictures with #Mytriangl and #TrianglmeetsLA. This campaign will take place the week prior to our opening and the 3 winners will be announced on Instagram the day of our opening and given a special prize. On opening day there will be a soft launch party where we will have local bloggers such as Bri Emery, Shea Marie, Julie Sarinana, and Chriselle Lim as well as it girl Shay Mitchel to promote to her huge following base. Along with these girls we are also inviting publications such as Teen Vogue and Refinery29 to blog about the event and continue building up our presence and brand awareness within the United States.
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Expenses
Financial Plan
COGS Build of Space Removable walls Dressing Rooms Interior Fixtures Racks Couch Ads Back Screen Couches (Dressing room) Exterior Fixtures Mannequins Decals Wages Rent and Utilities Logistics Transportatin of goods Shopping bags Promotional Activities Opening Promotion Hotel and Flight Hotel Flight Total Expenses
Income Revenue Expenses TOTAL
Unit Cost
Units
Total
$
3.99
6,000.00 $
23,940.00
$ $
1,186.00 379.54
2.00 $ 2.00 $
2,372.00 759.08
$ $ $ $ $
2.85 14.00 3,250.00 1.00 130.00 2.00 175.00 14 days 14.00 5.00
$ $
$
$ $
139.00 35.00
0.001
300.00 1,197.00
$ $ $ $ $
39.90 3,250.00 260.00 2,450.00 70.00
2.00 $ 8.00 $ $ $
278.00 280.00 2,240.00 23,000.00
$ 7,000.00 $
3,322.78 7.00
$ $
1,750.00 25,000.00
69.00 $ 3.00 $ $
20,700.00 3,591.00 113,309.76
$ $ 463,092.00 $ 113,309.76 $ 349,782.24
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Financial Plan Footfall Conv. % Avr.Basket Revenues TOTAL
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Week 1 12600 0.1 USD 152.20 USD 191,772.00 USD 463,092.00
Week 2 15960 0.1 USD 170.00 USD 271,320.00
USD 463,092.00
This financial plan reflects the sales and revenues produced by Triangl during the operation of the pop-up shop at The Grove, LA. Triangl would hire 8 half-time employees at a rate of $9.50 an hour. Employees would work a total of 20 hours a week each under the supervision of three Triangl executives who will stay in LA for three weeks overseeing operations. And in addition, three more people would be hired half-time for promotional purposes such as social media posts and updates to our customers. A total of 6,000 swimsuit pieces would be brought from the manufacturing center for both sales and promotional purposes as the estimated sales approximate 5,560 units for the two weeks. Based on the projected financials and the operation costs, Triangl would make a total revenue of $349,782.24; additional to the benefits of creating brand awareness and the exposure to a new brick and mortar market.
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Appendix A: PESTEL United States of America: Focus on Los Angeles Political: A democratic government and an effective rule of law run the United Sates. This democratic government takes care of all laws, regulations, and economical decisions being run by one president and supported by a congress. There are elections every 4 years, and all government figures are elected through national votes. The president is entitled to reelection. Current President Barack Obama has been in office since 2009. The United States is a leading world power both in political and in the economical aspects. Their interventionist policies have caused criticism due to the weight of the American government in a cause such as war and intervention to aid countries in certain states. This is nonetheless a stable government that has been able to thrive in spite of different situations like the 2013 government shutdown. The altercations left by this are minor in spite of the economical downturn it caused. In Los Angeles, the arrangement is different. A major, supported by a council, and followed by a commission, runs it. Elections are, likewise, every 4 years and people are free to elect Mayor, City Controller, and City Attorney. Fifteen council members compound the council, each representing a different district. The current mayor, Eric Garcetti, runs a stable government. Economical: The United Statesâ&#x20AC;&#x2122; economy is a capitalist system. Although through the economical changes that have occurred recently, such as the evolution and further involvement of the government and businesses, it is now believed to be a mixed economy. A mixed economy defines an economic system that fully combines both public and private enterprises in the economical mix; in other words, it features characteristics of both as socialist and capitalist system. In a mixed economy, companies are entitled to a level of private economic freedom in the use of their capital, however it also allows the government to interfere in economic matters in order to achieve their social goals. The US economy is one of the biggest economies worldwide as it is one of the biggest buyers and suppliers in the market. The consumist views of the country have allowed it to develop an even further level of economical power.
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Appendix A: PESTEL It is a well developed system therefore all other economies and currencies are based off of the American dollar (USD $). The US suffered a big economical downturn as the economy crashed in 2009. The economy was considered fully recovered in the second quarter of 2014, declaring it to be one of the strongest comebacks in the history of American economy. This is an ever-growing economy that depends heavily on trade. Although this is a service-based economy, it product sale constitute a big part o their economical activities. The gross domestic product as of 2014 is $16800 Billion, making it one of the highest the country has ever had. US exports in 2014 were valued in $279 Billion, and imported good were valued in $241.4 billion as of December 2014. Social: Los Angeles is a city that is in constant growth. As of 2013 the number of inhabitants was 10 million people; of these 23.2% is less than 18 years of age. Triangl is a brand that targets young women in their early adulthood. The statistics of the population of Los Angeles shows that this location is perfect for establishing a company with the demographics Triangl has. With 50.15% of the total population being females, the market for the brand is open to a big market and new opportunities. The fact that Los Angeles hosts a mixed culture needs to be reflected in the store to engage with the customer base that lives in the city. The selected location reflects on the Triangl culture as this is a high traffic area that hosts surfing and water sporting events that attract the determined customer base.
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Technology: Technology is a very important aspect in US economy. It is one of the leading fields in economy and research as new solutions and developments are being unveiled in the market. The US is one of the leading developers of technology in the world allowing the industry to move forward with new innovative solutions for technology. The US, as a whole, is a leader in adopting and applying new technologies. The innovative technology developed in the US has been adapted around the world. In the retail world, wearable technology and technological solutions for supply chain are constantly developed and improved making retailing much more convenient.
Appendix A: PESTEL As the wearable technology market moves forward new companies need to take into consideration the effects of this in the apparel retailing market. From innovative fabric development, such as neoprene, to the use of virtual reality technology, the US market has been leading the application of technology in the retail field. This represents an opportunity for Triangl as their use of innovative fabric for their product line is a competitive advantage that has set them ahead of their competitors. Environmental: The US has taken several initiatives towards a more green environment by the implementation of laws protecting the environment and promoting recycling and green practices. LA has implemented several laws fro businesses that affect their operations in order to produce less waste. The Green Business LA initiative helps businesses manage their assortments, utilities, and waste in order to produce the least amount of CO2 and waste. Los Angeles is a very environmentally conscious city, therefore Triangl operations should reduce wait to the minimum while maintaining a full inventory. In accordance with the Green Business LA initiative, the implementation of green infrastructure, and low waste of energy and water are being taken into account. In order to operate, the need of environmental permits is needed, as well as training of employees on waste and utility efficiency. Legal: The legal environment in the US is highly enforced. There are several laws and regulation in regards to imports, consumers, business, and retail operations for businesses within the territory. These limit the operations and protect the different sectors from malfunction and unlawful behavior. Laws and regulations regarding imports limit the amounts of products that enter the country, as well as the materials used. Duties are paid in accordance to the cost of product. In addition there are consumer protection laws that allow the consumer to feel confortable with the purchased product. A certain amount of materials and chemicals may be used in the manufacturing of the products as well as the disclosure of information for this. Laws regarding retail pricing allow for a certain amount of mark-up allowed depending on product for the benefit of the consumer. In order to operate in LA, the need of permits regarding retailing operations and buildings are needed as well as environmental permits.
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Appendix B: Direct Competitor - Stone Fox
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Appendix B: Direct Competitor - Stone Fox
Advertising:
Stone Fox Swim collaborates with upcoming photographers for their advertising campaigns and lookbooks. The brand has been featured several times in Sports Illustrated (2013 & 2014). Stone Fox Swim has 173 thousand followers on Instagram, over 6 thousand followers on Twitter, and over 4 thousand likes on Facebook.
Pop-Up Shop:
Stone Fox Swim is currently apart of Fox Houseâ&#x20AC;&#x2122;s pop up shop in Wynwood (Miami, FL) until March.
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Appendix B: Direct Competitor - Roxy
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Appendix B: Direct Competitor - Roxy Advertising:
Roxy has earned editorial merit from major publications like Lucky, Teen Vogue and In Style in addition to most of the U.S. and international surf and snow publications. â&#x20AC;&#x153;Surf Girlsâ&#x20AC;?, a collaboration of Roxy and MTV Networks, debuted on MTV in 2003. Roxy also advertises through the use of lookbooks and surf/snow competitions.
Pop-Up Shop:
Roxy Heart and artist Zakee Shariff partnered in creating a pop up shop in London in 2009. Roxy has also been featured in the Teen Vogue Haute Spot in Costa Mesa, California.
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Appendix B: Direct Competitor - Oâ&#x20AC;&#x2122;Neill
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Appendix B: Direct Competitor - O’Neill
Advertising:
O’Neill has been featured in Lucky, Lou Lou, and several surf snow magazines. The brand also has heavy advertising at surf and snow competitions. O’Neill has 67.6 thousand followers on Instagram, over 14 thousand subscribers on YouTube, and 64.3 thousand followers on Twitter.
Pop-Up Shop:
O’Neill participated in a traveling pop up shop around London in August of 2014.
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Appendix B: Direct Competitor - Acacia
Advertising:
Acacia Swimwear has been featured in People, InTouch, InStyle, Sports Illustrated, Elle, Womenâ&#x20AC;&#x2122;s Health, Cosmo, Glamour, WWD and more. The brand does heavy advertising through lookbooks and promotional videos. Acacia Swimwear has 317 thousand followers on Instagram, 6 thousand followers on Twitter, and 30 thousand likes on Facebook.
Pop-Up Shop:
Acacia Swimwear partnered with Bikini Bird in 2014 and was featured in their pop-up shop.
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Appendix B: Direct Competitor - Beach Bunny
Advertising:
Beach Bunny has been featured in USA Today, Cosmo, Marie Claire, Sports Illustrated, Vogue, People, InStyle, E! and Extra. Celebrities such as Leann Rimes, Hayden Panettiere, Jenny McCartney, Kate Upton, Kim Kardashian, Heidi Klum, and Jennifer Lopez have been photographed wearing Beach Bunny bikinis. The brand has 210 thousand followers on Instagram, 5 thousand subscribers on YouTube, 2 thousand followers on Pinterest, and 271 thousand likes on Facebook.
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Appendix C: PRISM Segmentation
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Appendix D: Strategic process outline GOAL: Test the market at the Grove in Los Angeles for future TRIANGL expansion STRATEGY: - Open pop up shop in the Grove - Test the appeal of the Triangl bikinis - Pricing tuning to see what the Triangl customer is willing to pay - Increase the awareness of the Triangl brand OBJECTIVE: - x # of units sold - x # of surveys on pricing - x # of editorials in a group of magazines or blogs
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Appendix E: Promotion NYLON IT GIRL NETWORK We’ve Got IT: marketers now highlights: have the opportunity to extend - Opportunity to run ad their digital and social media units across each footprint with NYLON’s recently opinion shaper’s site: launched It Girl Network that, NYLON readers, together with NYLON.com, fashionistas, beauty reaches 8+ million fashion and queens, photographers, beauty obsessed Millennials. style bloggers Comprised of the most influential and followed - Talent acquisition and bloggers managed directly by dissemination for custom NYLON, NYLON’s It Girl Network content creation/native is the only network that offers advertising marketers unmatched reach and influence for both digital - Targeted ambassadors media and native content. It to attend events, seed Girls can spark trends and product, engage their spread awareness across any socials, and direct gans number of digital platforms to brand’s e-commerce including Instagram, Facebook, Twitter, Pinterest, and YouTube. - Varying levels of It Girl influencers to fulfill any program budget.
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Appendix E: Promotion
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NETWORK PACKAGES Option 1:
DIGITAL MEDIA Nylon will run brand’s IAB units across the websites of the full It Girl Network database: - 728x90 - 300x250 - 300x600
**Rich media available on a select basis
Option 2:
DIGITAL MEDIA + NATIVE In addition to running IAB units across the full It Girl Network, NYLON will enlist select NYLON It Girls from the Network database to create custom content, seamlessly integrated with each respective site. Level of influencers and custom content is fully scalable to fit your brand’s budget plan.
- IAB units across network - Custom content seamlessly integrated -Level of influencer and content fully scalable - Social Networking across blogger’s own platforms
Option 3:
EXPERIENTIAL At the highest level of influence, your brand will receive both digital media and native content as well as influncer integration within an event. Events can be geo-targeted with city-specific It Girls. All content will be promoted throughout each It Girl’s vast social platforms for the duration of the program.
- IAB units across network - Custom content seamlessly integrated - Level of influencer and content fully scalable - It Girl event integration - Geo-targeted events with city-specififc It Girls - Social Networking across blogger’s own platforms
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TRIANGL
Pop-Up Shop at The Grove Los Angeles FASM 410 Retail Management Winter 2015 Professor Alessandro Cannata Kathryn Larrabee, Ana Acevedo, Jenn Campbell & Yejide Offord