Table of Contents Mission Statement
Page 2
Customer Profile
Pages 3-4
Product Classifications
Page 5
Cost Sheets Halter Pants T-Shirt Jumper
Pages 6-7 Pages 8-9 Page 10 Pages 11-12
Line Sheet
Page 13
Flats
Pages 14-16
Color Story
Page 17
Mission Statement Aum Outerwear -Outerwear for your journey inward
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Aum Outerwear designs clothing for style conscious women living a yoga lifestyle. We are dedicated to bringing a modern approach to clothing for contemporary devotees throughout the world practicing an eastern philosophy that is centuries old. Our designs are mindfully created to be comfortable and effortlessly chic, while providing superior support for all of life’s vinyassas.
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Customer Profile Our customers are women everywhere seeking a mindful and healthy lifestyle through the practice of yoga. Yoga is an eastern philosophy practiced worldwide by people of all ages, creed and color. Aum Outerwear will begin its journey in the United States, where the popularity and practice of yoga is rapidly increasing, and after success is achieved at home we will take on a global approach. The latest "Yoga in America" study, just released by Yoga Journal (yogajournal.com) shows that Americans spend $5.7 billion a year on yoga classes and products, including equipment, clothing, vacations and media (DVDs, videos, books and magazines). This figure represents an increase of 87 percent compared to the previous study in 2004—almost double of what was previously spent. While yoga can be practiced anywhere, farm or city, we believe our customer dwells in an urban environment. She is committed to her practice, but also to keeping up appearances. Our ladies want to feel comfortable and confident enough in their yoga gear to go out for brunch with friends or shop around after finishing practice. She leads and active and busy lifestyle and would rather be out enjoying every second of the day instead of running home for wardrobe changes between activities. The aforementioned study in the Yoga Journal indicates that 72.2% practitioners are women, 40.6% are ages 1834. The study also indicated that 71.4% of yogis are college educated and 44% have a household income of $75,000 or more. We encourage women of all ages to try our product, yet our primary customers are ages 18-34 due to the youthful design aesthetic of our brand. Practicing yoga can be expensive when done in a studio--which is where are merchandise will be sold--so, we concluded that our customer has a household size of 3-4 people with an income of $75,000 or more. We also believe her to have a higher education(i.e. college or beyond)which allowed her to obtain a professional career to achieve a higher income and also the determination to pursue a higher state of consciousness. She may also have a full-time job as the primary caretaker in the family who practices yoga to stay in shape when she is not working on her mommy arms. As we all know, America is considered the “melting pot” of the world and yoga classes are commonly composed of a myriad of races. This has led us to believe that women of all color will be enjoying our designs. Most will be Americans, but we will also have people from all parts of the globe, because we know urban environments tend to be more culturally diverse. Because our customers are so culturally diverse, we expect they will practice many different religions and some may practice no religion at all. We expect Aum Outerwear addicts to be of the upper and middle classes. She may be single, practicing yoga to stay in shape and lead her on a mindful journey to achieving her lifelong goals, one of which may be marriage. She could also be divorced and practicing yoga for it’s meditative and self-reflective aspects, or just to get back in shape so she can feel fabulous on her pursuit for the other Mr. Right. Whatever her life goals are, we know she will achieve them. Yogis know that practice takes hard work and dedication, and we expect or customer to approach life using mantra. Because there are so many yoga clothing brands available, we expect brand loyalty to be divided at first. Once they have tried our products we expect to develop undivided brand loyalty by constantly providing updated and fashion forward designs. Aum Outerwear is a leader in quality and we anticipate the clothing to hold up very well. However, we understand that yoga is a very active exercise, which may cause clothing to wear over time, and those who practice daily will have a heavy usage rate. Purchasing Aum Outerwear can be done conveniently online or in yoga stores everywhere using cash or credit cards. New yogis may have little knowledge of practice, but we will get them started on their journey in our Aum Outerwear designs located conveniently in their studio of practice. Seasoned yogis may have worn their clothes thin and are looking to re-up their yoga wardrobe. They may have seen our enticing designs in the studio or on some of their fellow yogis. Or maybe they saw one of our catchy ads in their monthly subscription to Yoga Journal. Maybe we Twittered something that got their attention or maybe Facebook let them know we may be of interest to them. What we do know is that they think the merchandise looks good, and they also know that it will be in comfortable and breathable on their sweaty pursuit to enlightenment or the perfect koundinyasana.
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Product Classifications
1. 2. 3. 4. 5.
Line Aum Outerwear showcases a line of active apparel including: Tops Bottoms Dresses T-shirt 1. Shorts 1. Short Short sleeve 2. Full-length pant 2. Wrap Long sleeve 3. 3/4 length pant Tanks 4. Wide leg pant Hooded
Outerwear 1. Jackets
Colors of the Chakras 1. Violet Eyes 2. Indigo Inversion 3. Blissful Blue 4. Greenergy 5. Soul-ar Yellow 6. Ritual Red
Fabrication 1.Cotton 2.Lycra 3.Cotton/Lycra Blend 4. Spandex
Size Women’s 2-12
Cost Sheet Style: Cotton and Lycra Halter with Large Bow Closer and Exposed Back Season: Summer Halter Top 97% Cotton 3% Lycra Interlock
$114/45 yd roll Trim
DTM 1 in. Lingerie Elastic on Roll
$50/80 yd roll
Label
$0.25 each Labor
Cuttings - $1.80
Labor - $3.00 Marking - $0.50 Payroll tax and Health - $2.00 Trucking - $0.75
Cost Sheet Style: Skinny Leg Yoga Pant Season: Summer Pants 97% Cotton 3% Lycra Interlock
$114/45 yd roll Trim
Label
$0.25 each Labor
Cuttings - $1.80 Labor - $3.10 Marking - $0.60 Payroll tax and Health - $2.00 Trucking - $0.75
Cost Sheet Style: Burnout Raglan Tee w/ Rhinestone Decoration Season: Summer
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Halter Top 97% Cotton 3% Lycra Interlock
$114/45 yd roll Trim
100% Cotton Jersey
$160/45 yd roll
100% Cotton Ribbed Interlock
$165/45 yd roll
Rhinestones 2mm 4mm 6mm
$3.38/ 720 pieces $6.00/ 720 pieces $15.00/ 720 pieces
Label
$0.25 each Labor
Cuttings - $1.90 Labor - $3.60 Marking - $0.50 Payroll tax and Health - $2.50 Trucking - $0.75
Cost Sheet Style: Full-length Jumper With Parachute Pant Leg Season: Summer Jumper 97% Cotton 3% Lycra Interlock
$114/45 yd roll Trim
DTM 1 in. Lingerie Elastic on Roll
$50/80 yd roll
Label
$0.25 each Labor
Cuttings - $2.00 Labor - $5.00 Marking - $0.50 Payroll tax and Health - $2.00 Trucking - $0.75
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