I
STATEMENT OF PURPOSE
II
GLAM
III
GLOSS
GULFSTREAM
IV
PATAGONIA
Sustainable Product Development
II
GLAM
GLOSS
T ABLE OF CONTENTS • • • • • • • • • • • • • • • • •
OUR PHILOSOPHY MISSION STATEMENT PRODUCT CATEGORY PRODUCT ASSORTMENT INDUSTRY AND TREND RESEARCH OUR PRODUCT DESIGN INSPIRATION TARGET MARKET DEMOGRAPHIC RESEARCH PSYCHOGRAPHIC RESEARCH SALES VENUE PROMOTION CORPORATE MEETING OUR COMPETITION SWOT SPEC SHEET COST SHEET
OUR PH I L O S O PH Y
Childhood is a crucial time in Childhood is a time to have to create your personality and sets out to help you express your personality through
MISSION ST A TEMENT
“Empowering the fashionistas of tomorrow by providing them with trendy and wearable eauty products of today”
PR O D U C T CA TEGORY Children'sJewelry -Millenials are starting to have kids and they are spending more and more on their children than previous generation
PR O D U C T ASSORTMENT necklaces product assortment including: -Long Necklaces -Bracelets -Watches -Rings the product
INDUSTRY RESEARCH Children's Wear -
TREND RESEARCH Customisable Designs for Children
OUR PR O D U C T
DESIGN I N S PI R A T I O N
Sugary sweet brights are a new direction for fresh, playful kids’ color
T ARGET MARKET wearer/purchaser Mother’s 27-40 years old College Graduate With 1-2 children Total Household Income of $60,000+ Achievers: Commitment to career and family Image is very important Value material possessions Fashion Forward Put children first Like to indulge and spoil children Want their children to have the latest trends Value self expression of their children
T ARGET MARKET wearer/purchaser “For many manufacturers and retailers, families are a core target audience as they generally spend more and have a wider range of needs than single households or couples without children. The challenge for companies trying to engage this audience is that, while the adults are typically the ones making the final purchase decision, their choices are not made in a vacuum as they are likely to feel some influence from their kids throughout the decision-making process.� - Kids as Influencers report, June 2011, Mintel Oxygen
Fashionable girls ages 5-10
CONSUMER PR O F I L E
D E M O G R A PH I C RESEARCH In 2013, children ages 0-17 made up 23.4% of the population in the United States In 2013, there were 14.5 million children ages 6-11 64.1% of children ages 0–17 lived with two married parents in 2012 Two parent families spend about 7% more on their children than single parent families Families spend an average of $10,010 and $15,460 a year on their children 41.2% of mothers in 2013 had a bachelor’s degree or higher 70% of women in 2012 who had children from 6-17 years old were employed part time In 2013, the median household income was $52,100
PS Y C H O G R A PH I C RESEARCH As of 2014, 14% of the United States population are Acheivers The median age for Achievers is 41 70% of Achievers are married 65% of Achievers work full time There awere about 1,744,907 Acheivers in the United States in 2009 85% of women are making purchasing desicions for their household There is about $24 trillion of spending each year by moms alone in the Unites States Young moms are two times more likely than the average adult to use social media more than three times each day They are also more likely to be active, posting and commenting two times more than the overall population
SALES VENUE
-Claire’s Stores, Inc is one of the world’s leading specialty retailers of fashionable jewelry and accessories for young women, teens, tweens and kids. -Claire’s aims to inspire girls and women around the world to become their best selves by providing products and experiences that empower them to express their own unique individual styles -As of November 2, 2013, Claire’s ® had a presence in 44 countries through the 2,720 company operated Claire’s ® stores in North America, Europe and China, and 414 franchised stores in numerous other geographies
PR O M O T I O N #GLAMGLOSS Strong social media pressence to attract young moms including Twitter, Facebook, Twitter, Instagram, and Pinterest Encourage interaction on social media posts, both directly with brand and with other moms -Lip gloss tins will serve as leave behinds and giveaways -They will be the same size as the lip gloss tins used in our products and therefore compatable with all products -If you own one of our products, you may interchange this with the existing lip gloss tin
Encourage them to post their daughters OOTD to social media platforms and hashtag #glamgloss Hold styling contests of daughters outfits with hashtag #glamgloss to win free lip gloss/accessories Encourage them to post tips on raising a daughter, back to school shopping, daughter’s room decorating, healthy recipes etc. with hashtag #glamgloss to win free lip gloss/accessories
C O R PO R A T E MEETING Meeting with Jennifer Gennace Who she is: -Jewelry/Accessories Product Development/Manager What she does: -Manage freelance product and graphic designers -Liaison between merchandising team, allocation, planning and overseas vendors for best pricing, delivery, and production -Works in conjunction with the buyer and vendors to deliver and maintain all product development/sourcing requirements that meet the needs of the department -Manages product development process from initial design all the way to providing vendors with tech packs/ specification sheets/collection line sheets to get first approval sample -Acts as team support and develops productive relationships with new vendors/manufacturers
MEETING E X PE N S E S PLANE
HOTEL
FOOD
TAXI
MISC
$413.00 Leave US Airways 2693 / 1892 Mon, Aug 11 12:52 PM Savannah SAV 3:44 PM Chicago ORD
Standard 2 Doubles Two Double Beds Max Occupancy: 4 adults Includes: Free Wireless Internet Mon Tue $110 $110
Resturaunts near 2400 W Central Rd Hoffman Estates, IL 60192
From airport to hotel: 19.7 mi and 24 min
TOTAL: $30.00
Chili’s TGI Friday’s Romano’s Macaroni Grill IHOP Steak ‘n Shake
x2
Return US Airways 2698 / 2783 Wed, Aug 13 2:55 PM Chicago ORD 7:29 PM Savannah SAV TOTAL: $413
TOTAL: $220
Eat at Hotel TOTAL: $50.00
Taxi Cost: $43.98
TOTAL: $87.96 GRAND TOTAL: $800.96
C O M PE T I T I O N
Price
Quality
SWOT -Appeals to young girls -Cute and Functional
-Multiple styles of pendants
of lip gloss -Not just lip gloss, solid perfume too -Bracelets, rings, watches, etc.
-New to market -Inexperience in manufacturing -Inexperience in jewelry industry -No already established customer -Need to spend more on marketing since product is new
-Already established jewelry companies -Cheaper lip gloss necklaces -Knock-offs
S PE C SHEET Length of Chain: 16” 16” Circ.
Middle Pendant: 1.25” Secondary Pendants: 1” Lip Gloss container: 1.25” x .29” Individual beads: 1.5cm
1” Dia.
1” Dia.
.29” Ht 1.25” Diameter
PACKAGING S PE C S H E E T
Item
Quantity
Details
Cost x1
Cost x1000
Hang Tag
1
Paper hangtag 4.5in x 2.5 cm
$0.10
$100.00
Plastic Bag
1
Clear, self adhesive plastic bag; 8cm x 10 cm
$0.03
$30.00
$0.13
$130.00
Total
COST SHEET Item Chain
Quantity 16�
Details
Cost x1
Cost x1000
One 16� long chain
$0.26
$260.00
Beads
43
Tourquise teardrop beads for pendants, 17 on middle pendant, 13 on two secondary pendants
$0.86
$860.00
Seed Beads
20
10 in the middle of two secondary pendants
$0.0004
$0.44
Container
1
Container for lip gloss on center pendant
$0.16
$159.00
Velcro
2
Two 1 sq in of velcro for the middle pendant and the lip gloss container so they are able to attach
$0.001
$1.02
Pinch bail
3
Fasteners for each pendant
$0.13
$128.11
Jump rings
5
3 for each pendant
$0.08
$80.00
Lip gloss
1/20 oz
To place inside of the container
$0.49
$490.00
Fabric
3
Three 1 sq in fabric squares to sew each bead onto, to create each pendant
$0.0027
$2.75
Total
$4.71
$1,981.32
WHOLESALE & RET AIL PR I C E PO I N T Cost: $4.71 Packaging: $0.13 Shipping & Handling: $0.69 TOTAL COST: $5.53 MU%: 180.47% Price Point: $9.98
III GULFSTREAM
IV PATAGONIA
Let’s Go SOMEWHERE let’s go somewhere
LET’S GO SOMEWHERE Patagonia is a brand dedicated to inspiring their consumer to be adventurous, enjoy the outdoors, and above all live in the moment
LET’S DO SOMETHING Although complete sustainability is close to impossible to achieve, Patagonia strives to be as sustainable as a clothing brand can possibly be. A huge part of sustainability is the later half of the product life cycle - after it has left our hands. The core of this campaign is to inform our consumer that they can make a difference through the clothing choices they make and their shopping habits. By choosing to look for quality products instead of cheap products, our consumer can help cut down on the waste that the fashion industry creates. We hope that by creating a quality women’s line made with sustainable materials and designed with a classic aesthetic in mind, our consumer will be more likely to use our product for it’s full life and this will in turn help reduce waste.
I brand overview II industry research III target market IV consumer profile V design inspiration VI line up VII digital campaign IIX print campaign
BRAND OVERVIEW
brand overview
Mission Statement: Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis. Current Product Assortment: (Women’s) Jackets ($89-589) Vests ($89-249) Fleece ($69-169) Insulation ($129-349) Shirts ($35-99) T-shirts ($29-65) Sweatshirts & Hoodies ($89-99) Pullovers & Sweaters ($69-199) Dresses & Skirts ($45-89) Pants ($29-349) Shorts & Board Shorts ($45-79) Performance base layers and under layers ($22-119) Swimsuits ($39-99) Yoga ($39-99) Hats ($29-45) Socks ($14-24) Wetsuits ($29-489)
INDUSTRY RESEARCH The average American keeps an article of clothing for
1 year 85% of discarded clothing goes directly to a landfill
Patagonia strives to reduce textile waste in landfills by producing high quality clothing made out of sustainable materials that will be long lasting.
market research
More and more fast fashion brands are turning towards sustainability. Companies such as H&M proudly created entire sustainable lines. Although this is a huge step, it seems a little counterproductive for a fast fashion company to try to become sustainable. A company can make all the organic cotton tshirts it wants, but does that make it sustainable? At Patagonia, we strive to be the most sustainable a clothing brands can possibly be. A huge part of sustainability is consumers buying less clothes, and more high quality clothes when they do, that last long. A major portion of the waste the human race produces is due to textiles. It is Patagonia’s goal to reduce this avoidable waste.
TARGET MARKET
target market
female age 20-35 college educated environmentally conscious appreciates the outdoors love for travel active lifestyle
CONSUMER PROFILE market research consumer profile
Willow Hartley Female Age 22 Graduate of the University of Washington BA in Biology Sales Associate at Free People while earning her Master’s Degree Income: $9,000 Hobbies: traveling, reading, camping Favorite Stores: Free People, H&M, Urban Outfitters, ASOS Very environmentally aware, however just recently discovered the environmental impacts of fast fashion and her shopping habits. She used to think that not shopping at Walmart and Forever 21 was enough. However now she realizes the detrimental impact she is having on the environment and is slowly shifting to more quality, sustainable clothing brands. She still wants clothes that can transition easily from camping to her every day life.
DESIGN INSPIRATION
target market
market research consumer profile
LINE-UP
TOPS Fabric: Polartec Power Dry + sustainable wool and recycled polyster fiber blend + superior wicking + fast drying + highly breathable + lightweight + easy care + sun protection + odor resistant
Measurements (INCHES) CB length: 20.25” Back length from HPS: 22.5” CF length: 8” Front length from HPS: 22.5” Shoulder: 8” Armhole: 11” Chest: 11.5” Neck Circumference: 28” Bottom: 13”
TOPS
Fabric: Polartec Power Grid + contains 50% recycled Repreve material + superior wicking action + grid channels reduce weight and increase warmth + fast drying + highly breathable + odor resistant + lightweight + easy care
Measurements (INCHES) CB length: 20.25” Back length from HPS: 22.5” CF length: 8” Front length from HPS: 22.5” Shoulder: 8” Armhole: 11” Sleeve length: 10.5” Neck Circumference: 28” Bottom: 13”
Fabric: Merino Wool + + + + + + + Measurements (INCHES) CB length: 20.25” Back length from HPS: 22.5” CF length: 8” Front length from HPS: 22.5” Shoulder: 8” Armhole: 11” Sleeve length: 18” Neck Circumference: 28” Bottom: 13” Pocket opening: 5” Pocket depth: 9”
exceptionally soft natural breathable even when wet regulates body temperature naturally controls odor stretch sustainably sourced from grasslands of Patagonia
TOPS
Fabric: Polartec Shield Stretch + contains 50% Repreve material + water resistant + highly breathable + comfortable stretch + durable + easy care
Measurements (INCHES) CB length: 21.5” Back length from HPS: 24.5” CF length: 8” Front length from HPS:24.5” Shoulder: 8” Armhole: 11” Neck Circumference: 28” Bottom: 13”
BOTTOMS Fabric: Organic Cotton + natural fiber + farmed without synthetic pesticides, herbicides, defoliants and fertilizers + uses non-GMO seed + soft + lightweight + breathable
Measurements (INCHES) Inseam: 5” Waistband height: 4” Waistband circumference: 28” Hip: 36.5” Back rise: 13” Pocket Height x Width: 2.25 x3” Pocket Opening: 3”
BOTTOMS Measurements (INCHES) Inseam: 31” Waistband height: 2” Waistband circumference: 28” Hip: 36.5” Back rise: 13” Pocket Height x Width: 2.25 x3” Pocket Opening: 3” Bottom zipper length: 9”
Fabric: 3-layer Gortex + + + + + + +
insulated extremely durable water resistant fast drying breathable easy care environmentally friendly manufacturing
Fabric:
Measurements (INCHES) Inseam: 30” Waistband height: 4” Waistband circumference: 28” Hip: 36.5” Back rise: 13”
+ made of 50% recycled fibers + retains body heat + lightweight + highly breathable + fast drying + durable + easy care
DIGITAL CAMPAIGN Patagonia’s digital Let’s Go Somewhere campaign will cover their website, instagram, and blog. Their instagram will consist of a lot of women enjoying the outdoors with the hashtag #letsgosomewhere. Although Patagonia’s current advertising collateral include women, it is mainly focused on the male population. This will attract more female consumers. Patagonia’s website will do the same and it will also feature videos of women camping and hiking. There will also be videos featured on iFixit to show consumers how to fix their garments instead of throwing them away. Patagonia’s blog will feature an entry titled Let’s Do Something. This blog entry will focus on the goal of this campaign, which is to inform women of the detrimental consequences of fast fashion. It will focus on the positives of buying high quality goods that are long lasting. It will also inform the consumer that a majority of a given product’s life cycle is in the consumer’s hands. Therefore they have a huge opportunity to improve the fashion industry’s current state.
#LetsGoSomewhere
PRINT CAMPAIGN
LET’S GO SOMEWHERE & let’s do something [purchase with purpose]
LET’S GO SOMEWHERE & let’s do something; purchase with a purpose
Although the headings will read Let’s Go Somewhere, Patagonia’s print campaign will focus more on the Let’s Do Something. The subheadings will cause the reader to question the meaning and will lead them to look up the hashtag online and hopefully read about what they can do to improve the environment through their shopping habits. Patagonia’s print campaign will run in a variety of magazines. It will run in outdoor and camping magazines such as Camping Life. However, it will also run in fashion magazines. Some of these magazines will include Style, Teen Vogue, and Lucky. This at first seems out of character for an outdoor brand like Patagonia. However, with this campaign we are targeting a young female who perhaps is not aware of sustainable fashion. Fast fashion and consumerism is at the root problem of the waste that is caused by the fashion industry, so if we want to make a change, we need to face the issue head on.
-photography by mike schalk -assistant to the photographer: drew cornwall-modeling by lydia holman, tessa woodrey, rachel hickman, katherine brown, and liz caputo -produced and styled by morgan davis-