The Chatham for
The Chatham, a wallet made for ease, was created with the go-getter in mind. A sleek, built-in spring money clip eliminates fumbling and allows for speedy transactions. Say good-bye to wadded receipts and awkwa moments at the cash register, awkward and say hello to pristine organization and a wealth of extra time. Now you can continue taking over the world, you big-spender.
Target Market
Kyle B. 29 years old Real Estate Developer in Portland, OR Salary $90,000 - 125,000 Has a fast pace lifestyle with a demanding work load; he is contstantly seeking products that are convient in making his day to day activities ow smoothly. He enjoys outdoor leisure activites when he is not on the job site, including hiking, kayaking, and playing soccer. Because Kyle is a creator and builder himself, he very much values products that are made in America and compliment his sleek and clean syle.
Caroline D. 35 years old Creative Director in Boston, MA Salary $113,000 - 140,000 Caroline has a creative mind and is always fascinated with the newest trends and technologies. In her freetime she enjoys meeting with friends for brunch and coffee. She is an avid animal lover and enjoys time outside with her dog. She loves fashion and expresses her personality through her style, even in her business clothes. She enjoys buying high quality luxury items that are not typically found amonsgst the majority
Market Research
The Chatham $200
PRICE POINT
SWOT ANALYSIS STRENGTHS - Metal money clip in center provides convenient access and stow-away for paper currency and receipts - Slender build calls for easy travel and carrying - Multiple card holders - Sturdy snap for secure closure - One of a kind product on the current market
WEAKNESSES - Minimum amount of space for card holders - Can reach overfill capacity of paper currency; making the wallet bulky
OPPORTUNITIES
THREATS
- Addition of hide away pockets behind card slots
- Competitors imitating the inner money clip idea
- Production in additional colors and leather qualities - Integrating inner money clip to other styles other than the bifold
COMPETITORS
Sourcing
MANUFACTURING
Dongguan J.D. Leather Goods Co., Ltd. Contact
Name: Ivy Luo
Product price: 100 @ $15 = $1,500 Shipping: 21 day direct
Freight cost - $41 Destination cost - $221 Total - $262
Total Cost = $1,762
Component Money Clip
Description
Quanitity
Shiny Nickel finish, spring money clip Measurements: 3�
1
Manufacturer: Tandy Leather
Snaps
Nickel plate, 4 pc snap closure Measurements: Line 20, 3/8� post Manufacturer: Tandy Leather
Leather
2 (sets of 2 pcs)
Cowhide, slate Measurements: 2 sq ft
1
Manufacturer: Measure Thread
Nylon waxed thread Measurments: 25 yrds Manufacturer: Tandy Leather
1 spool
3 in
4 in
0.5 in 3 in
3.5 in 0.25 in
3 in
8.5 in
Sales Venues
LOCATIONS Shinola has many locations across the world and is also sold in high-end, luxury retailers. The Chatham wallet will specifically be sold in Shinola brick and mortar stores that specialize in leather goods and other retailers that currently sell Shinola products. These locations consist of about 50 locations across the U.S. and Europe, 19 of which are stand alone stores for Shinola.
Shinola Brick and Mortar Stores
Other Retailer Stores
PRO
ODUCT PLACEMENT
The Chatham will be sold in direct retail stores and through wholesale partners, along with online sales at Shinola.com.
Branding The Chatham wallet would be consistant with the current logo and name of Shinola; making it distinguishable for its uniqueness and high quality.
BRANDING
COLLATERAL
When purchasing The Chatham wallet by Shinola, it will be accompanied with a small pamphlet describing the multi-uses and materials that this wonderful, convenient wallet is made of.
Jennifer Guarino VP of Manufacturing HQ Phone Number: 888-304-2534 201 E. Kirby St, Detroit, MI 48202
TRAVEL
4 Day Trip Flight: Savannah, GA > Detroit, MI $300 Roundtrip = $600
Car Rental: Enterprise $17 a day = $68 Hotel: Detroit Regency Hotel $85 a night= $255 Food: $100 a day each = $800
Total Expenses = $1723
By: Madeline McBride + Emily Whelan Savannah College of Art and Design FASM 310 Private Label and Product Development Professor Patti Cappalli Taylor