BLAEC Kayla S-Willis Mary Tres Paola Salazar Isa Yidi
WHO WE ARE • Our company strives to develop edgy, modern, and functional backpacks • Created for trendy customers with an active lifestyle
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