Biography Brooke Conrady always knew she was destined to be a fashion designer. Whether she was playing dress up as a kid, or picking out outfits for her paper dolls, she knew one day she would be a designer. Growing up in Wichita, Kansas her aspiration seemed farfetched, but empowered by ambition and talent, Brooke found herself in Chicago at the Illinois Institute of Art, were she earned a BA in Fashion Design. Upon graduating Brooke interned with vfish where she was quickly promoted to designer and production manager. During her two years there she obtained the crucial knowledge of production, manufacturing, and pricing. After producing several successful collections with vfish, in December 2010 Conrady founded her own label, Blank Nation. Through Blank Nation Brooke strives to create a line that allows women to express their individuality and distinguish themselves in this vast society. She believes that without fashion we would be a blank nation. She uses trends from the runway and transforms them into easy to wear pieces for a woman’s everyday life. While being cautious of the trends in colors/prints she keeps in mind the customers desire to have longevity in her pieces as well as being on trend. Brooke created Blank Nation with two core values, pricing her product at affordable prices and giving back to the community. She believes great fashion should come at an attainable price, thus providing timeless quality staples for 100 dollars or less. Pricing her product at reasonable prices allows women to buy numerous pieces and not feel like they are breaking the bank. Coinciding with her price point, every season Brooke selects a different charity, that with every customer purchase a portion is donated. Due to her outstanding charitable contributions in September 2011, she received an award for her Humanitarian Efforts in Fashion from Fashion Fetish Fete. Along side of helping donate to charities she has helped donated product, and volunteered her time with The Princess closet. Brooke has been featured on WGN Style files February 29th, is featured the March 2012 issue of Halfstack Magazine, Ji the social media host of Windy City Live wore her garments on the March 7th show, Brooke is currently working on her fourth collection with Blank Nation, which is sold in 9 boutiques through out the Midwest. A few of those designs can be seen featured on the social media host Ji and Val of Windy City Live. Brooke strong business sense, faith to stand by her product, and ability to prevail despite many challenges as an emerging designer, is what makes her the woman she is.
Mission Statement Blank Nation has two core values: first to provide high quality effortless fashion to women at an affordable price, second to utilize fashion/creativity to support the communities that support her brand through donating a portion of each sale to various charities.
Psychographics Maggie is a single hard working PR Rep for Skirt PR in Chicago. Each day she commutes from Bucktown to her office in the loop and stops at Starbucks for her morning latté if she is not headed to the gym first. Generally she works out for 45 minutes – 1 hour before or after work 2-3 times per week. While she trains on the elliptical she catches up on Keeping up with the Kardashians, Real Housewives of anywhere, or old reruns of Sex and the City. She reads Vogue, Cosmo, or any of the gossip magazines if there is nothing on TV. Generally she listens to her IPOD or checks her FB page during the commute or enjoys people watching. When she is not at work she enjoys taking her Pomeranian for walks in the park, grabbing tacos and margaritas at Big Star, shopping the local boutiques in the neighborhood, going to Core Power Yoga classes, or reading through fashion blogs/ magazines. She goes on occasional dates but is enjoying being single and focusing on career.
Jackie is a dedicated interior designer for a small firm in Lincoln Park and a wife and mother of 1. She and her husband enjoy the benefits that come from a dual income family. With the perk of having a Mother-in Law that watches the baby while they are both working she is able to juggle working and being a mother/wife. Living in Lincoln Park she drives her Nissan Murano to and from work since her office is in the South Loop. She is a member at Core Power Yoga and attends classes 3-4 times per week to work off the weight she gained while pregnant. Her favorite hobby on the weekend is to take the baby on strolls through the neighborhood, grab a late and go shopping. Her favorite spots are LuLuLemon, Francesca’s, Pottery Barn, Psyco Baby, and various other local boutiques along Halsted. Her and her husband enjoy entertaining friends, working out, watching and attending Cubs or Bears games, attending street festivals in the summer, and relaxing in for a movie.
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SWOT Analysis
Internal SWOT Analysis Demographic Strength: Easy price point that all customers can afford which reaches broader customer demographic Weakness: Is catered more towards a younger market Psychographics: Strength: The customers feel they have comfortable yet unique pieces Weakness: Fabrication types are limited Geographics: Strength: Sold in large suburbs and cities where it is easily obtained Weakness: Only a few locations throughout the Midwest Behavior/Buying Traits: Strength: Customers can own the same design in different fabrications Weakness: Customer is not loyal to brand, boutiques offer many similar brands Product Mix: Strength: Customers will venture to Blank Nation for quality design and construction Weakness: Product is made over seas; some people prefer products made in US Pricing Strategies: Strength: Customers recognize quality staples at affordable prices Weakness: Portions of proceeds go to charity, lowering the profit margin Promotion: Strengths: Featured products in several charitable shows & events Weakness: Exposure to public is limited
External SWOT Analysis Distribution: Opportunity: Quick production of garments allowing immediate orders Threat: Rising costs in China, affecting production costs Competition: Opportunity: Focus on incorporating more seasonal trendy designs Threats: Competition has more aggressive marketing Economic: Opportunity: During recession people are looking to purchase staples at an affordable price Threat: Recession can lead to a decrease in orders leading to a decrease in designs sent to production Nature/community: Opportunity: Ability to partner with well-known charities in order to cross promote Threat: Clothing uses non eco-friendly materials Political: Opportunity: Promote social awareness through marketing efforts Threat: Changing laws overseas can affect import cost
Objectives for Place: Expand into 15 boutiques across the Midwest by Fall 2012. Strategy 1: Reach out to buyers and boutiques to increase sales. Tactic 1: Use new digital and print form of marketing kit to reach all outlets for potential buyers. Tactic 2: Cold call 50 boutiques a week for one to two months. Send out a discounted thank you mailer to buyers that were interested in playing an order. Strategy 2: Secure more meetings by utilizing tradeshows. Tactic 1: Participate in America’s Mart trade show in Atlanta, showcasing Spring 2013. Tactic 2: Make appointments with buyers in town for trade shows. Specifically targeting buyers in town from other regions.
Objectives for Product: Expand collections from just dresses for Fall and Spring 2013. Strategy 1: Add sweaters to Fall collection. Tactic 1: Design two to three styles of sweaters at similar price points of 100 dollars or less. Sweaters are more expensive, so to keep pricing the same the cost will be distributed through less expensive styles. Tactic 2: Design one or two sweaters that are consistent in pricing. Instead of tripling or quadrupling the price for wholesale double it. The revenue will be less, but donate less to charities on sweater purchases. Strategy 2: Design new tops for Spring collection while keeping the production cost the same. Tactic 1: Design fewer dresses so production costs don’t increase, but there is more product assortment. Design three to five new tops to add to the collection. Tactic 2: Increase the price of tops to help keep a cohesive pricing strategy. Increasing the cost will allow for more design variation keeping cost low and staying true to brands pricing points.
Objectives for Promotion: Increase 15% in retail sales by Spring 2013. Strategy 1: Redesign website for a more customer friendly experience. Tactic 1: Invest or establish a better terminal to accept all credit cards therefore allowing customers to use a pay option other than PayPal. When sites are difficult to navigate customers are less likely to purchase something. Tactic 2: More creative layout to showcase the designs in a more visually appealing way. Websites reflect the mood the customers feel about the clothing. Strategy 2: Team up with Groupon for Blank Nations online boutique sale. Tactic 1: Create a Groupon for $50 for $100 worth of clothing. This will intrigue customers to look at the Blank Nation website. Whether they decide to buy the Groupon or not they have the name in their head. Tactic 2: Assess success of promotion via sales and web traffic increase. If it is successful do it again a few months later.
Objectives for Price: Move production to United States by 2014 Strategy 1: Increase sales to get production quantities up to allow for same costing strategy. Tactic 1: Produce minimum of 300 pieces per style each season. Increasing the amount of production numbers will allow for price cuts of each garment. Tactic 2: Expand representation through road sales and show rooms to increase sales revenue throughout all regions. Strategy 2: Find less expensive fabrics. Tactic 1: Import fabric from trusted suppliers overseas. Getting the fabric in Chicago is more expensive, because it goes through several hands increasing prices. Tactic 2: The increase of units produced will decrease the overall cost of fabric. Similar to production when more fabric is purchased more discount is given.
Based on the information developed in our business plan the following short and long-term goals have been set:
Short term: Expand in to 15 boutiques across the Midwest by Fall 2012. Long term: Move production to United States by 2014
Competitive Analysis
Rachel Rachel Roy comparables to Blank Nation • More saturated throughout the market • Available at large department stores • Has become a house hold name • Dresses range $80-150 • Sells styles other than dresses
Splendid comparables to Blank Nation • Seen as a high-end brand • Well known brand sold in department stores and boutiques • Recognizable look/ feel to garments • Has Men’s, women’s, and children’s lines
C&C comparables to Blank Nation • Well known brand • Available in boutiques and department stores • Strong advertising • Seen on celebrities
What Blank Nation Does Better • The brand is more focused on dresses • More consistent fitting garments • Stronger craftsmanship • Available in boutiques so clothes don’t feel mass produced
What Blank Nation Does Better • More affordable prices of similar type clothing • More durable/ easy to care for fabrics • More design elements which include more detail • Portion of proceeds donated to charities
What Blank Nation Does Better • More durable fabric • Seams wont twist after washing • Slightly lower price point • Has both a casual and tailored look
Marketing Kit
BLANK NATION COSTING SHEET SUMMER 2012 PRICE
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BECAUSE WITHOUT FASHION WE WOULD BE A...... BLANK NATION
BLANK NATION APPAREL SUMMER 2012
AND GIVING BACK IS ALWAYS
IN STYLE
* A portion of every sale is donated to organizations who help those in need
CONTACT: BROOKE CONRADY BROOKE@BLANKNATIONAPPAREL.COM #312 - 781 - 5266
blank nation apparel Summer 2012 Collection Ship dates 4/28/2012 - 7/28/2012
BNS 1201 Jenny Dress
Wholesale $ 39
BNS 1202 samantha Dress
Wholesale $ 44
msrp $78
Colors:
Black / floral
white / black lace
white / tribal
Fabric: 95% Rayon/ 5% spandex - bodice 100% cotton - skirt
Contact info:
msrp $88
Colors:
brooke conrady
white / stripe
white / floral
Fabric: 95% Polyester/ 5 % spandex 100% cotton - floral skirt
(316) - 204 - 4210
brooke@blanknationapparel.com
blank nation apparel Summer 2012 Collection Ship dates 4/28/2012 - 7/28/2012
BNS 1204 scarlet Dress
Wholesale $ 46
BNS 1205 kate Dress
Wholesale $ 46
msrp $92
red (shown)
periwinkle (shown)
black
fuscia
teal
Heather Grey black / white stripe
Fabric: 95% Rayon/ 5% spandex - bodice 100% cotton - skirt
Contact info:
msrp $92
Colors:
Colors:
brooke conrady
black / black stripe
Fabric: 95% Polyester/ 5 % spandex 100% cotton - floral skirt
(316) - 204 - 4210
brooke@blanknationapparel.com
periwinkle
blank nation apparel Summer 2012 Collection Ship dates 4/28/2012 - 7/28/2012
BNS 1209 carLIE Dress
Wholesale $ 34
BNS 1210 VICTORIA MAXI
Wholesale $ 47
msrp $68
Colors:
black / STRIPE (SHOWN)
brooke conrady
black / FLORAL BLACK / GIRAFFE BLACK / LEOPARD (SHOWN)
Fabric: 95% Polyester/ 5 % spandexM- BODICE 100% cotton - floral 100 % POLYESTER CHIFFON - LEOPARD 100% POLYESTER - STRIPE / GIRAFFE
Fabric: 95% Rayon/ 5% spandex - boDY 100% POLYESTER CHIFFON - SHOULDERS/SLEEVE
Contact info:
msrp $94
Colors:
(316) - 204 - 4210
brooke@blanknationapparel.com
blank nation apparel Summer 2012 Collection Ship dates 4/28/2012 - 7/28/2012
BNS 1211 caPRI Dress
Wholesale $ 34
BNS 1212 AVORY DRESS
msrp $68
Wholesale $34
red
periwinklE
black
fuscia (SHOWN)
TEAL (SHOWN)
WHITE
red
Fabric: 95% Rayon/ 5% spandex - boDY 100% POLYESTER CHIFFON - SHOULDERS/SLEEVE
Contact info:
msrp $68
Colors:
Colors:
brooke conrady
periwinklE
black
fuscia
TEAL (SHOWN)
Fabric: 95% Polyester/ 5 % spandeX 100% POLYESTER - STRIPE / GIRAFFE
(316) - 204 - 4210
brooke@blanknationapparel.com
GIRAFFE
STRIPE (SHOWN)
blank nation apparel Summer 2012 Collection Ship dates 4/28/2012 - 7/28/2012
BNS 1119
cara Dress
Wholesale $34
msrp $68
Colors:
white (shown)
red
fuscia
Fabric: 95% Rayon/ 5% spandex
BNS 1220 claire Dress
Wholesale $34
msrp $68
Colors:
teal (shown)
black/white periwinkle stripe (shown)
fuscia
Fabric: 95% Polyester/ 5 % spandex
teal
blank nation apparel Summer 2012 Collection Ship dates 4/28/2012 - 7/28/2012
BNS 1122 stephanie maxi
Wholesale $47
BNS 1223 marcey hoody dress
Wholesale $36
msrp $94
Colors:
Colors:
fuscia black/white stripe (shown)
msrp $72
teal
black
Grey & Mauve (shown)
Fabric: 95% Rayon/ 5% spandex
Contact info:
brooke conrady
black/white stripe (shown)
Fabric: 95% Polyester/ 5 % spandex
(316) - 204 - 4210
brooke@blanknationapparel.com
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