Blaec

Paola Salazar, Mary Tres, Isabella Yidi, Kayla Wil is

Wednesday, May 6, 15

Mission Statement Wednesday, May 6, 15

A rigorous and insightful development process has helped our team produce products that appeal to both men and women through its realistic functionality and modern design aesthetic.

Wednesday, May 6, 15

Inspiration Wednesday, May 6, 15

Wednesday, May 6, 15

Wednesday, May 6, 15

Wednesday, May 6, 15

Wednesday, May 6, 15

Wednesday, May 6, 15

Packaging Wednesday, May 6, 15

Wednesday, May 6, 15

Labeling Wednesday, May 6, 15

Wednesday, May 6, 15

Wednesday, May 6, 15

Social Media Wednesday, May 6, 15

Instagram

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Twitter

Wednesday, May 6, 15

OUR CUSTOMER • Our products provide products for both men and women; ages 18 to 30 years old • Mainly consist of single college graduates • Average income: $80,000 to$100,000

REBECCA JOHNSON • 20 • Studying Merchandise Marketing at FIDM • Factory PR Intern & Parttime Barista • Lives in L.A • Yearly Income: $18,000 • Leisure Activities: Running at the park, coffee dates with friends & fashion blogging

MICHAEL HIRO • 26 • BFA in Photography from the School of Visual Arts • Freelance Photographer • Lives in Brooklyn • $30,000 Yearly Income • Leisure Activities: Dinner out with friends, playing soccer on the weekends, drinking coffee at the Brooklyn Roasting Company

MICHELLE PHILLIPS • 30 • BA in Journalism from Northwestern University • Writer for the Chicago Tribune • Lives in Chicago • Yearly Income: $80,000 • Leisure activities: Yoga, attending Jazz clubs, & drinking wine with girlfriends

WHERE OUR PRODUCTS WILL BE SOLD… City: Brooklyn Zip Code:11223 Age:18-30 Household Income: $37,332

COMPETITORS WITHIN THE REGION • Topshop 608 5th Ave, New York, NY, 10020 • ASOS 142-144 Greene St, New York, NY, 10012 • House of Hoops, 408 Fulton St, Brooklyn, NY, 11201

PSYCHOGRAPHICS • Achievers: active in the marketplace and favor well-recognized brands and products • Experiencers: seek what’s trending in terms of fashion and entertainment • Prizm: Urban Achievers

URBAN ACHIEVERS Lifestyle & Media Traits

• Shop at FedEx Office • Read Comic Books • Read New Yorker • Watch Soccer • Drive a Toyota Yaris

DEMOGRAPHIC TRAITS OF AREA Urban Income: Lower Middle Income Producing Assets: Low Age Ranges: Age < 35 Presence of Kids: Mostly without Kids Homeownership: Renters Employment Levels: White Collar, Mix Education Levels: College Graduate Ethnic Diversity: White, Black, Asian, Hispanic, Mixed

CUSTOMER LIFESTYLE WITHIN REGION • Backpacks fit lifestyles of outdoorsmen, athletes, students, beachgoers, and commuters • Typically people who are on the go, and need to carry a lot of items with them

UNIQUE CHARACTERISTICS • Consumers who are purchasing backpacks tend to be a wearer as opposed to a purchaser • Intend for the product to perform a function • Target market usually relies on parents to make purchases for them.

WHOLE SALE & RETAIL PRICE • Retail: In 2013, the average retail price of backpack was 42.18 Wholesale Prices

• The whole sale prices for our backpacks range from $38 (which include smaller backpacks that have less yardage) to $75 (which include larger backpacks that have more yardage, as well as more costly fabrics).

Retail Prices

• The retail prices for our backpacks range from $75 (which include backpacks made entirely of mesh, as well as those that are smaller in size) to $150 (which include backpacks made out of leather, as well as those that are larger in scale).

EXPECTATIONS • Students often want to show off the label/brand (especially NorthFace) • Expect the fabric and quality • Blaec’s goal is to produce trendy yet useful backpacks.

• Also expected to evoke the personality that our customers want to project.

LEADING MANUFACTURERS The United States claims the largest market share with 48%, as of 2012.

OTHER COMPETITORS

TREND RESEARCH • Pre- Fall collections confirm that the backpack is a must have for the upcoming season • Trend: “Gothlete” • Tech trends

GOTHLETE