TABLE OF CONTENTS Brand Identity Vision // Mission The Ref Babes VALS Customer Profile 1 Customer Profile 2 Product Introduction Entrepreneurial Opportunities Competition Competitor Matrix SWOT Assortment Plan Labels Mock Ups Cocktail Kit Social Media Marketing Launch Party #CalltoActIon Sources
Reformation is a clothing brand where fashion and susatainability coexist to please their empowered female customer. The clothes are authentic, light and trendy but exist to be timeless not only in silhouette but also in their carbon fooprint. They are the clothing brand that is here to support every woman, especailly Mother Nature.
VISION Reformation wants to continue sourcing sustainabile fabrics while incorporating better practices throughout the supply chain to make pretty clothes at a fraction of the environmental impact of conventional fast fashion. MISSION It is their mission to lead and inspire a sustainable way to be fashionable.
AS REF GIRLS, WE WANT TO CHANGE THE WORLD WITHOUT CHANGING OUR STYLE.
V A L S
35% Thinkers
25% Innovators
40% Experiencers
we’re smart, trendy, and wild. who says you can’t have it all?
#REF BABES
Jessica 31 Income 90k In a relationship Has a 2 year old daughter Cares about the environment Loves timeless silhouettes with a trendy edge Leads a healthy and active lifestyle Skeptical about advertising, prefers to do her own research Uses technology in a functional way
Alyssa 23 Lives in Brooklyn Student at NYU Single, very spontaneous Have a heightened sense of visual stimulation Up on the latest fashion trends, cares about fashion over sustainability Works part-time with allowance from parents Social media is valuable to her lifestyle
#REF BABES
We helped you look pretty, let’s help you smell good too.
Reformation introduces an innovative line of essences that will benefit you from the inside out. This will be a soft extension into skincare by producing a line of three multi-use oils that can be used not just as fragrance, but also as an addtive flavor to any craft drink. Whether you rub it on your skin as a moisturizing perfume or add a few drops to your drink, you will be quick to feel the benefits of these amazing oil blends. Buy it. Wear it. Drink it.
REF X BEAUTY
1 // non existent in the beauty industry 2 // soft extension = low risk
ENTREPRENEURIAL O P P O R T U N I T I E S
3 // highly profitable preexisting industry
scoping the competition
UO- around $20 per 1oz. Lush- around $40 per 1oz. WF- around $20 per 1oz. Forager- $17.50-$49 per 1oz.
We stack up by providing a multi-use product that no other competitor provides in quite the same way. There are fragrance oils out there and drink additives out there, but not an all in one product that provides both uses. We provide competitive pricing within a rivaling industry, in that consumers will be paying similar prices for a product that can be used in more ways than one. Considering the rise of ‘green’ products, the Reformation team would mold perfectly into the world of healing oils and craft drinks to cater to their lifestyle oriented babes.
ACCESSIBILITY
HIGH
PRICE
LOW
HIGH
LOW
competitor matrix
S W O T
STRENGTHS - Loyal customer base - Leader in sustainable clothing - Strong, consistent and trendy aesthetic - Model construct for a the movement in sustainable fashion brand - Only women - Sole retailers
WEAKNESSES - Low accessibility financially - Sole retailers (+/-) - Only women (+/-) - Limited availability of styles (+/-)
OPPORTUNITIES - Taping further into the lifestyle of their customer - Alcohol is trendy and there is always money in the business - Feeling of personalization - The marketing of this type of product doesnt truly exist
THREATS - Cheaper cocktail kits on the market - Risk of people not understanding - Shelf life
ASSORTMENT PLAN
This elixer ir is made out of 100% organic oils that can be used as essence to enhance any drink.
Buy it. Wear it. Drink it.
This elixer ir is made out of 100% organic oils that can be used as essence to enhance any drink.
WEEKEND mexican vanilla rose
ir is made out of 100% This elixer organic oils that can be used as essence to enhance any drink.
NIGHT orange clove cinnamon black pepper
Buy it. Wear it. Drink it.
WAKE UP GO OUT
DAY lemon basil lavender
Buy it. Wear it. Drink it.
$28 per 2 oz bottle
RELAX
Three different elixirs to go along with every step in our Ref Babes’ lives
nobody likes a smelly girl
you can drink it too
recycle, landfills are gross
nobody likes a smelly girl
you can drink it too
recycle, landfills are gross
nobody likes a smelly girl
you can drink it too
recycle, landfills are gross
Buy it. Wear it. Drink it.
This elixer is made out of 100% organic oils that can be used as essence to enhance any drink.
Buy it. Wear it. Drink it.
DAYlavender NIGHT lemon basil orange clove cinnamon black pepper
This elixer is made out of 100% organic oils that can be used as essence to enhance any drink.
It’s OK to be greedy..
nobody likes a smelly girl
nobody likes a smelly girl
you can drink it too
you can drink it too
recycle, landfills are gross
recycle, landfills are gross
WEEKEND mexican vanilla rose
Buy all three scents to satisfy every mood! [$78 for the pack]
On-the-go mini cocktail kit that includes an 8 oz copper shaker, 1/2 oz. elixir, and a mini martini glass all enclosed with a recipe card. And don’t worry, we’ll let you keep the basket! [$68 per kit]
the 411
SOCIAL MEDIA MARKETING I N S TA G R A M • FA C E B O O K • T W I T T E R
#buyitwearitdrinkit
L A U N C H PA R T Y A N D P R I N T M A R K E T I N G
BRAND EXTENSION X REFORMATION FASM215 MAGGIE HOYLE CHRISTINE DENICOLA SHELBY MOORE