A.L.C.
TABLE OF CONTENTS
history target market mood board product category market trends competetors materials & color palette collection overview costing & spec packs time & action calender assortment plan product process manufacturer packaging materials marketing materials collection launch event
HISTORY
Andrea Lieberman launched ALC in Los Angeles, 2009. Inspired by individuality, modernity and a strong hip hop heritage, such cultural and international spirit keeps the unique sense of style for the ALC brand. With belief of delivering merchandise of luxury quality at a contemporary price the stick to their NY DNA and LA ease.
Having worked with so many women, I understand the emotion behind getting dressed. — Andrea Lieberman
MISSION
A.L.C is a wardrobe and mindset for the modern woman. A mindset that inspires, challenges and enriches. We believe in defining our own parameters. We believe in the power of a person and the strength of a community. We embrace individually and champion exclusivity. We believe that where there is a will, there is a way
TARGET MARKET
DEMOGRAPHICS
PSYCHOGRAPHICS
- Women ages 18-35 - Educated, Bachelor’s degree or higher - Ethically diverse - Upper middle class to upper class - Household income of $100,000 - $500,000
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Confident, like to experiment and future oriented Interested in culture and have a global perspective Visually driven and receptive to new ideas and technology Believe in powerful women and equality Social, prioritize friends and family Interested in new trends but want quality items that will last and items that will mix and match within their wardrobe - Value comfort, price is not as important
CUSTOMER PROFILE ONE
BIANCA MORGAN Age: 20 Location: New York, New York Occupation: Student (communications major) Life Stage: Single, focused on school Personality: confident, outgoing, tech savvy Hobbies: fitness lover (especially yoga), reading poetry and fashion magazines, singing in the shower Shopping Habits: loves online shopping, pays attention to trends
CUSTOMER PROFILE TWO
MONICA WILD Age: 25 Location: Los Angeles, California Occupation: Travel blogger Life Stage: Focused on career Personality: fun, goal oriented, open minded Hobbies: Film enthusiast, travel, shopping local boutiques Shopping Habits: prefers shopping in person, loves modern, contemporary brands
CUSTOMER PROFILE THREE
ERIN COMPER Age: 31 Location: San Fransisco, California Occupation: Graphic Designer Life Stage: Married, thinking about having children Personality: Kind, stubborn, independent Hobbies: Cooking new recipies, going to the beach, watercolor painting Shopping Habits: Values comfort and quality, shops in person and online, wants stylish pieces that won’t go out of style
INSPIRATION & MOOD BOARD
The inspiration of this collection is urban textures. The goal was to capture the everyday essence of the bustling city. The jewelry is casual but not ordinary. The colors and textures were also inspired in part by the A.L.C leather goods currently sold. Designs in collaboration with jewelry designer, Ian Delisle.
FABRIC INSPIRATIONS
PRODUCT CATEGORY
STATE OF THE INDUSTRY Due to rising employment and increasing disposable income, sales have stayed steady with a volume growth rate of 1.6% from 2016 to 2017. This growth is expected to continue with a predicted growth rate of 5.8% from 2016 to 2021. Overall sales for jewelry in the US in 2016 was 61,823.2 million. The US generates some of the highest earring sales compared with other major developed markets. Earrings and neckwear are both very popular and used to create a personal look from season to season. Silver is the second most popular metal next to gold with a 31% value share of the market. Online jewelry sales are growing as consumers become more comfortable with purchasing online. Jewelry is also easier to sell online because fit is less of an issue compared to apparel.
UNIQUE CHARACTERISTICS A.L.C is not currently offering a jewelry line. Because of the success of their leather goods, jewelry is a natural extension for them. To differentiate from the market, the focus is on quality and modern designs at a price point that is lower than the majority of the competitors. Sterling silver is a material that will not tarnish but will still allow to keep the price point affordable. Leathers are incorporated as well to match the edginess of their target customer and to create a more unique collection.
EARRING TRENDS
OVERSIZED HOOPS The hoop earring has been regaining popularity for a while new, particularly at the street level. Larger styles are very common. Front facing styles that include materials such as chains and industrial attachments are taking form as well.
STATEMENT STUDS New takes on stud earrings have allowed them to become a must have for the coming seasons. Styles have been seen playing with proportions and include interesting geometric shapes. Youth markets are seeing more colored and crystal surfaces.
NECKLACE TRENDS
PUNK CHOKER Many variations of the punk choker have been seen recently in street style. Leather styles with large metal buckles appeal to a youthful market, while thin layered leathers appeal to a more commercial market. Pearls acting as studs offer a feminine twist to the trend.
THE SCULPTURAL NECKLACE Designers have been seen draping, folding and sculpting metals into organic silhouettes that give this pieces a unique look of ease. Statement pendants are seen in a rage from chokers to long sweeping necklaces.
ACCESSIBILITY
PRICE
COMPETITION
MATERIALS & COLOR PALETTE
Sterling Silver
Silver
Black Leather
Jet Set
Snake Skin Leather
Lily White
Tidal Foam
Maroon Leather
Merlot
THE COLLECTION SHIPMENT 1
THE COLLECTION SHIPMENT 2
TECH PACKS: RING SET
Sterling Silver Wire
Hammered Heat Treated Sterling Silver
TECH PACKS: SPIRAL HOOPS
Sterling Silver Wire
TECH PACKS: EGG EARRINGS
Hammered Heat Treated Sterling Silver
TECH PACKS: HAMMERED BRACELET
Maroon Leather
Hammered Sterling Silver
TECH PACKS: LACE-UP CHOKER
Black Leather
Hammered Sterling Silver
TECH PACKS: DOUBLE RING
Hammered Sterling Silver
TECH PACKS: HAMMERED HOOPS
Hammered Sterling Silver
TECH PACKS: THREE PRONGED CUFF
Hammered Sterling Silver
Black Diamonds
White Diamonds
TECH PACKS: EGG PENDENT NECKLACE
Snake Skin
Hammered Heat Treated Sterling Silver
TECH PACKS: THREE CIRCLE NECKLACE
Snake Skin
Maroon Leather
Hammered Sterling Silver
Black Leather
TIME & ACTION CALENDER
ASSORTMENT PLAN
PRODUCT PROCESS
REGAL JEWELRY MANUFACTURE CO.
MANUFACTURER
Address: 3 62/12 Phet Kasem Rd, Amphoe Krathum Baen, Chang Wat Samut Sakhon 74130, Thailand Phone : +66 2 420 7440 Email: inquiry@regal-jewelry.com Website: www.regal-jewelry.com Regal Jewelry was founded in 1988 by Mr. Lin Pi-Yuan. They believe is creating value added products, with a quality working environment with awareness for social and environmental responsibilities. They include customized packaging including boxes, pouches, bags, barcode stickers, stickers, care instructions, and tags. Their process all includes very thoughough quality checks so customers can feel confident that products will come in great condition. Main clients include: Avon Products, Jacmel Jewelry, Danecraft, and Jp Enterprises California.
PACKAGING MATERIALS
MARKETING PLAN Above is Neiman Marcus’ publication called “The Book” which the store uses to feature new and popular product. This resource allows us to spread the word about the new jewelry collection to consumers who already shop one of A.L.C’s largest sellers. The first season selling the jewelry collection, we will sell only through stores in California and through alcltd.com. On the right is an example of the signage we would send to boutiques that will recieve our product to either hang instore or outside to draw customers in. The right most images are what the landing page would look like to encourage customers to explore the new collection.
SOCIAL MEDIA
PRODUCT LAUNCH The launch party would take place at the skybar at the Mondrian in West Hollywood. It would take place Saturday July 29, four days after our first delivery. The space would be divided into three sections, the pool area, food and beverage area and shopping area, where guests can view our merchandise on live models and purchase jewelry on the spot. In addition, posters featuring the line would be used to decorate the area.
An email would go out to consumers located in Los Angeles and surrounding cities. In addition, physical invitations would be sent out to style bloggers and celebrities. Free horderves and wine will be offered to guests. The budget for this event is $22,000 which also includes a DJ for the duration of the event and a photographer. The popular location of this event will attract new consumers and influencers that attend will help the collection gain awareness. The hashtags #ALCjewelry and #ALClaunchparty will be encouraged.
Created by Julie Sampson and Nadia Egipciaco Photography by Adriana Rosario Jewelry designed in collaboration with and created by Ian DeLisle
https://www.discountplasticbags.com/zip-lock/1-25-mil-zip-lock-bags/ http://www.dhgate.com/wholesale/velvet+jewelry+pouch.html
SOURCES
https://www.papermart.com/custom-size?GroupID=38709&CG=38738&PG=38822&SCG=3881 7_38812&SG=38733&IC=&LG= http://www.jewelrysupply.com/Matte-Black-Cotton-Filled-Jewelry-Box-B33_p_20722.html http://www.waterhouseleather.com/pebble_grain_cowhide.htm http://0-www.portal.euromonitor.com.library.scad.edu/portal/analysis/tab http://implora.com/product.asp?st=0222&jd=Implora+Natural++Dog-Faced+Snake+Skin+ http://www.regal-jewelry.com/ http://www.alcltd.com http://www.WGSN.com