RYAN BUSTOS
MANIKIN
COMPANY P R O F I L E
• • • •
BRANDING PACKAGING IN STORE VISUAL MERCHANDISING Styling
PHILOSOPHY
MANIKIN is a brand I created in Apparel Marketing and spread out through other classes. With the struggle of trying to find good quality apparel that fit my body figure, MANIKIN was my solution. MANIKIN is a men’s apparel brand that targets to the smaller man’s body. With its clean, modern design and esthetic MANIKIN has something for any lifestyle. You are going to discover the identity of the MANIKIN brand and watch it come alive through:
MISSION Executive Summary
MANIKIN offers a unique product that no other retailer caters to, smaller men’s clothing. Some stores, with custom tailors focus mainly on suits; only a handful of stores cater exclusively to smaller men. The lack of choices in chain stores is partly a matter of economics.
Mission Statement
MANIKIN provides petite men value through fashionable clothing that is made to fit. MANIKIN commits to offering quality and variety. Success entails MANIKIN to trust in its employees by respecting their individual contributions and making a commitment to their continued development. Through open communication with customers, employees and communities, MANIKIN will adapt to changing times while holding true to the essentials that support both our growth and stability.
Petite men find it difficult to find clothes that actually fit. A lot of the items, they have to purchase what fits best and get it tailored. Manikin, provides customers with clothes that compliment the body.
Product Demand
Although department stores may carry small sizes, there may not be as many options or styles. The result would be men shopping at the young men’s department or clothing with baggy crotches, wide sleeves and wide collars that diminish a man’s physique. The options of clothing start to narrow the shorter you are.
Pricing
At MANIKIN, the pricing strategy is market skimming because its such a unique brand with an undeserved market. MANIKIN pricing method will be cost based. When pricing product, MANIKIN will ensure that no product is sold at a loss. Because of our bridge price point, we can mark-up our products
PLACEMENT
Positioning of the Product
CUSTOMER Target Market: Male, between the ages of 2545, college graduate. Income level of $82,066 and above.
Demographics
Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed. Shops at Banana Republic, orders from J. Crew, reads Elle DĂŠcor Magazine, watches Independent Film Channel.
Psychographics:
-Simple -Calm -Shy -Put together -Overly clean -Picky -May have Napoleon complex -Busy -Fast lifestyle
376 Union Street San Francisco, CA Phone - 415.296.4489 Fax - 415.296.4887 Email - manikin@gmail.com Website: www.manikinapparel.com
Style# T - 456 Description: Trousers w/ suspenders Fabric Content: Wool/Elastane Size: 28 - 42 Wholesale price:$180
Style# T-234 Description: L/S pocket button down Fabric Content: Cotton Size: 14 - 18.5 Sleeve (30,31,32) Wholesale Price: $95
Style# T - 327 Description: Vest Fabric Content: Polyester/Cotton lining Size: XS - L Wholesale Price: $50.00
Style# T - 567 Description: Trousuers w/ patent trim Fabric Content: Twill/Patent trim Size: 28 - 42 Wholesale Price: $160
Style# T-345 Description: Cardigan sweater Fabric Content: Cotton / Cashmere Size: XS - XL Wholesale Price: $150
Style# T - 567 Description: Slim silk tie Fabric Content: 100% Silk Size: Regular and long Wholesale Price: $37.50
Style# T-178 Description: V-neck tee Fabric Content: Cotton Size: XS - XL Wholesale price: $50
Style# T - 346 Description: Jacquard Blazer Fabric Content: Cotton/Nylon Size: 34(S)(XS)(PS) - 50 (S)(XS)(PS) Wholesale price: $300
LINE SHEET
Fall 2010 Midnight Erotic - Custom fit - Trendy styles - Great quality
MARKETING
Marketing Objectives • • •
Awareness: SF magazines, trunk shows, season parties Interest: Catalogs, web-site Desire: An atmosphere of a catalog, web-site, boutique
Components
Advertising will be used to help develop attitudes, create awareness and send out information in order to gain a response from our target market. MANIKIN will be sending out catalogues to everyone even if they’re not within our target market. In this case, they are able to pass it on to others. Personal selling will help MANIKIN manage personal customes.
Niche Marketing
MANIKIN provides RTW apparel and accessories that are made to fit a man 5’9” and under. Our target market is undeserved by other brands.
INVITE
PACKAGING
BAGS & TAGS
8 x 5.25 x 10.5
13-10 x 5 1/2 x 13
2”x4”
VISUAL
MERCHANDISING
INSPIRATION
FRONT OF STORE
Showcasing two different looks for the feature presentation, one being business casual and the other street wear will allow the customer to view what the store offers. Behind the two different looks are five empty mannequins with MANIKIN shopping bags wrapped around them. A modern chandelier hanging in the feature presentation gives the store a clean masculine ambiance.
BACKWALL
The back wall is separated into two different style categories. The left side is casual street wear and the right is business attire. The casual side has a leather jacket, plain white T, and a vest. The two bottom shelves stack three different washes of denim. The right business side showcases two different styles of suits. Under the blazers stack two different shirt options. The middle of the back wall are styling options to go with either side of the wall. Accessories and tops to pair with the casual or business attire allow the customer to find their personal style.
STYLING
Photography Vincent Flores Styling Ryan Bustos Model Eric Marron
MANIKIN
Enter the world of MANIKIN, and discover the new mans physique. The new man is no longer 6’2”, he is 5’7” and wears it proudly. The MANIKIN photo shoot was taken place in my apartment behind a seamless white background. The soft gradient lighting allows the viewer to see the true mood of the MANIKIN brand. The mix of sophisticated style with a touch of edge reveals how the MANIKIN MAN wears his apparel.