Maddie Daley, Morgan Zaslavsky, Ines Aldana, Megan Boynton, Elsa Lobo
TABLE OF CONTENTS
PART 1
Where It All Began Brand Mission Who Are We Customer Profiles Key Competitors SWOT Analysis
PART 2
Brand Building Austin, TX Customer Development Financial Implications Learning Experience Competitive Advantage
PART 3
Brand Vision Popup Shop Objectives Hours The Space Ambiance Employees Screen Printing Supper & Song Weekend Events Mural Scheduling Product Assortment Estimated Sales Estimated Expenses Measuring Success
PART 1
WHERE IT ALL BEGAN Carrie and Matt have been friends since the 6th grade. Twenty years later the two were reunited after graduating from college and returning to their home town. Both began working for Carrie’s family business, a denim company and in 2006 they got married. In 2008 after a very inspiring trip to Texas, the couple decided to create a something together. They knew whatever it was, it had to be high quality, it had to build community and most importantly, it had to be made in the United States. On one very early 3:00 AM morning, the two sent out an online campaign. Within three weeks they had sold 250 pairs of jeans to people across the globe. Then in 2009, Matt and Carrie opened their first store at an old service station in Nashville, Tennessee.
MISSION STATEMENT “We strive to create a community that treasures authenticity. We believe in producing American made products to people who appreciate quality.�
WHO ARE WE AMERICANA AUTHENTIC RELAXED RUSTIC LOCAL
“BUCK”
AGE: 27 LIVING: NASHVILLE, TN LOVE LIFE: 7 YEAR BOYFRIEND PETS: CAT NAMED FERN EDUCATION: STUDIED FILM AT WATKINS COLLEGE OF ART & DESIGN JOB: OWNS HER OWN JUICERY MUSIC: FOLK & BLUEGRASS INTEREST: VOLUNTEER WORK, PAINTING, LISTENING TO LIVE MUSIC
AGE: 31 LIVING: PORTLAND, OR LOVE LIFE: RECENTLY SINGLE PETS: GERMAN SHEPHERD NAMED BAXTER EDUCATION: DROPPED OUT OF LAW SCHOOL JOB: RUNS A LOCAL BREWERY MUSIC: ROCK & COUNTRY INTEREST: FISHING, HIKING, AND FIXING UP HIS MOTORCYCLE
SCARLETT
K EY GAMINE WORKWEAR
FREENOTE CLOTH
KNICKERBOCKER MFG
BALDWIN DENIM
TELLASON
THE STRONGHOLD
BUCK MASON
JEAN SHOP
COMPETITORS
STRENGTHS:
BRAND IDENTITY ETHICAL MANUFACTURING SUSTAINABLE DENIM TRANSPARENCY
WEAKNESSES:
CUSTOMER SERVICE BETTER EDUCATED STAFF BRAND RECOGNITION OPPORTUNITY: EXPANSION COLLABORATIONS CHEAPER MANUFACTURING
THREATS:
OTHER LOCAL RETAILERS COMPETING PRICES RETAILERS WITH BIGGER SELECTION
SWOT ANALYSIS
PART 2
BRAND BUILDING
- GETTING THE NAME OUT - SOCIAL MEDIA - SEEING HOW THEY FIT IN
AWARENESS & IDENTITY - GAS STATION CREATES AUTHENTICITY - BRINGING WHO THEY ARE TO TEXAS
LOCA TION - AUSTIN, TX
- SoCo DISTRICT (SOUTH CONGRESS BLVD.)
DEMOG RAPHIC - WALKING CITY
- THE VIBES OF THE CITY (IE: COFFEE SHOPS, LUNCH/BRUNCH, BOUTIQUE HOTELS, LIVE LOCAL BANDS) - FOOT TRAFFIC (NYC LEVEL) - I LOVE YOU GRAFFITI
TARGET CUSTOMER - COLLEGE STUDENTS - 13 COLLEGES - TOURISTS - 25.6 MILLION - LOCALS - 14,600
CUSTOMER DEVELOPMENT
- 20 - 50 YRS OLD
- NEW CITY, NEW CUSTOMERS
- COMPARED TO OTHER BRANDS IN AUSTIN - PALEO
- TRAVELER DENIM CO
Making money is art and working is art and good business is the best art. -Andy Warhol
FINANCIAL IMPLICATIONS - STORE FRONT
- SUPPER + SONG
FUTURE SALES - BROADER DEMOGRAPHIC
- POSSIBILITY OF EXPANSION
PROFITING SHORT TERM - NEGATIVE PROFITS LONG TERM - GAINING PROFITS
LEARNING EXPERIENCE - GET TO KNOW CUSTOMERS ON A PERSONAL LEVEL - COMMUNICATING BRAND IDENTITY - SPECIFIC STYLES & TRENDS TARGETED TO AUSTIN CUSTOMERS
COMPETITIVE ADVANTAGE
- PROVIDE A UNIQUE EXPERIENCE - DIY SCREEN PRINTING
PART 3
BRAND MISSION “We strive to create a community that treasures authenticity. We believe in producing American made products to people who appreciate quality.�
We started off wanting to create the perfect jean for our imperfect bodies, now we want to create the perfect clothing to soothe our perfect minds.
BRAND VISION
BUILDING BRAND AWARENESS BRAND AWARENESS HAS PROVEN TO BE THE MOST EFFECTIVE WAY OF GETTING CUSTOMERS TO REMEMBER AND RECOGNIZE A BRAND, ESPECIALLY IF THAT PARTICULAR BRAND IS NEW AND LOOKING FOR DIFFERENT WAY TO MARKET THEMSELVES
INCREASING SOCIAL FOLLOWING & ENGAGEMENT FOR LONG TERM SUCCESS, HAVING MORE FOLLOWERS MEANS BETTER REACH AND LEADS FOR A BRAND, MORE OPPORTUNITIES AND MORE ENGAGEMENT WITH POTENTIAL CUSTOMERS
TESTING NEW MARKET & BUSINESS IDEAS
ENABLES BUSINESSES TO COLLECT SUGGESTIONS AND CUSTOMER FEEDBACK BEFORE FULLY COMMITTING TO THE MARKET OR LOCATION
SHOWCASING A RANGE OF PRODUCTS
SHOWCASING AN EXTENSIVE RANGE OF PRODUCTS IN REAL, WHERE CUSTOMERS CAN FEEL, TRY AND TOUCH THE PRODUCTS. HERE YOU WILL ALSO LEARN WHICH INVENTORY WILL SELL.
COLLABORATING
FORMING SOME KIND OF COLLABORATION WITH OTHER BUSINESSES CAN ALSO BE A COST-EFFECTIVE WAY TO REACH WIDER AUDIENCES
ENGAGING & EDUCATING EXISTING & POTENTIAL CUSTOMERS
IMPROVING LOYALTY AND COMMUNICATING WITH EXISTING CUSTOMERS AND ATTRACTING POTENTIAL CUSTOMERS TO THE BRAND BY MEETING THEM FACE-TO-FACE AND EDUCATING THEM ABOUT NEW SERVICES, FEATURES OR PRODUCTS
OPEN IN AUSTIN THE MONTH OF OCTOBER T-F: 10-7 SAT: 10-9 SUN: 11-5
35 FEET
THE SPACE
THE SPACE IS LARGE ENOUGH TO FIT ALL THE NECESSARY FURNITURE AND STOCK. IT IS ALSO ENOUGH SPACE TO BE ABLE TO TELL THE TRUE AESTHETIC AND STORY OF IMOGENE & WILLIE
SCREEN PRINTING
30 FEET
THERE IS A WHOLE SEPARATE OPEN ROOM AVAILABLE FOR SCREEN PRINTING WORKSHOPS. THIS ALLOWS CUSTOMERS TO GET A MORE INTIMATE INTERACTION WITH EMPLOYEES AND GET A HANDS ON LEARNING EXPERIENCE.
FITTING ROOMS
SINCE THIS IS A POPUP SHOP, I DIDN’T FIND IT NECESSARY TO HAVE MORE THAN TWO FITTING ROOMS. THE FITTING ROOMS ARE FAIRLY LARGE AND EACH HAVE A FULL LENGTH MIRROR ON THE INSIDE. THEY ARE CLOSED BY CURTAINS.
STORAGE ROOM
THERE IS A STORAGE ROOM AVAILABLE TO PUT EXTRA STOCK AS WELL AS ANYTHING NECESSARY. HERE IS ALSO A PLACE WHERE EMPLOYEES CAN COME TAKE A BREAK IF NECESSARY.
1,050 SQUARE FEET
OWNERS
WHEN: COME THE FIRST WEEK AND THE LAST COUPLE OF DAYS ROLE & RESPONSIBILITIES: COMING IN THE BEGINNING TO HELP OPEN THE SHOP AND THEN AT THE END TO CLOSE IT.
IN-STORE MANAGERS ASSOCIATES
WHEN: THE DURATION OF THE POPUP SHOP ROLES & RESPONSIBILITIES: MAKING SURE EVERYTHING IS ORGANIZED, STOCK IS FULL, AND DEALING WITH EVERYDAY PROBLEMS WITHIN THE STORE AND WITH CUSTOMERS.
WHEN: THE DURATION OF THE POPUP SHOP ROLES & RESPONSIBILITIES: HELP AND EDUCATE CUSTOMERS, SCREEN PRINTING ABILITIES.
INTERACTIONS
BE PERSONABLE AND GENUINE. BE SURE TO SHOW YOUR PERSONALITY.
SCREEN PRINTING WORKSHOP - EVERY TUESDAY, THURSDAY, & SATURDAY YOU CAN SIGN UP FOR A TIME SLOT FOR DIY SCREEN PRINTING - FROM NOON-5 YOU CAN PICK A 15 MINUTE TIME SLOT - TALK TO A SALE ASSOCIATE ABOUT THE STEPS IN ORDER TO MAKE YOUR OWN CUSTOM T-SHIRT - PICK YOUR OWN I&W BASIC TEE, OF ANY STYLE (YOU CAN ALSO BRING AN OLD I&W SHIRT YOU PURCHASED EARLIER OR AT A DIFFERENT LOCATION) - PICK YOUR OWN STENCIL TO SCREEN PRINT -PICK YOUR OWN COLORS FROM OUR SELECTION - ONCE YOUR SHIRT(S) ARE DONE DRYING (TAKES UP TO 12 HOURS) YOU CAN COME BACK TO PICK THEM UP THE NEXT DAY OR CHOOSE TO HAVE THEM SHIPPED TO YOUR HOME - WE WANT TO STICK TO OUR BRAND IDENTITY BY LETTING PEOPLE ONLY PICK FROM OUR SELECTION OF STENCILS - WE WANT YOU TO HAVE A UNIQUE AND PERSONAL EXPERIENCE, WHERE YOU CAN TAKE SOMETHING HOME THAT WILL LAST A LIFETIME FROM I&W
SUPPER & SONG MUSIC: JOHN WESLEY COLEMAN III
& PAUL CAUTHEN FOOD: THE MIGHTY CONE FOOD TRUCK DRINKS: BYOB WHEN: FRIDAY OCTOBER 5, 2018 TIME: 630 PM
WEEKEND EVENTS
WEEKEND1 SUPPER & SONG WEEKEND2 BARBECUE WEEKEND3 BONFIRE WEEKEND4 MEXICAN NIGHT
- ON ONE SIDE OF THE SERVICE STATION THERE WILL BE A MURAL CREATED ALLOWING PEOPLE TO TAKE PICTURES IN FRONT OF IT - ON THE MURAL,THE HASH TAG #IMOGENE&WILLIEPOPUP WILL BE PLACED SO THAT PEOPLE CAN TAG THEM WHEN THEY POST THEIR IMAGES - THIS WILL HELP FURTHER CREATE BRAND AWARENESS THROUGH OTHER PEOPLE
#IMOGENE&WILLIEPOPUP
WEEKLY SCHEDULE EMPLOYEES
MON TUE WED THUR FRI SAT SUN
TOTAL WEEKLY HOURS
SALARY
TOTAL $ PER WEEK
TOTAL $ PER MONTH
31
HOURLY: $16
$496
$1,984
MANAGER #1
CLOSED
9AM-2PM
9AM-2PM
2PM-730PM
9AM2PM
MANAGER #2
CLOSED
2PM-730PM
2PM-730PM
9AM-2PM
2PM730PM
1PM-930PM 12PM-530PM
35.5
DAILY: $80
$560
$2,240
ASSOCIATE #1
CLOSED
2PM-7PM
2PM-7PM
9AM2PM
9AM-1PM 10AM-130PM
23.5
HOURLY: $14
$329
$1,316
ASSOCIATE #2
CLOSED
ASSOCIATE #3
CLOSED
9AM-2PM
9AM-2PM
2PM-7PM
9AM-2PM
2PM-7PM
9AM-5PM
10AM-3PM
1PM-5PM
130PM530PM
18
HOURLY: $12
$216
$864
5PM-9PM
REQUEST OFF
19
HOURLY: $12
$228
$912
TOTALS:
127 HOURS
N/A
$1,829
$7,316
PRODUCT ASSORTMENT DENIM: 40% TSHIRTS: 40% ACCESSORIES: 20% BANDANNAS: 5% BELTS: 5% BOOTS: 7% ENGRAVED ZIPPOS: 3%
ESTIMATED SALES AVERAGE VISITORS PER DAY NUMBER OF PURCHASES
150 PEOPLE 40 PURCHASES
AVERAGE PRICE PER DAY
200 DOLLARS
AVERAGE DAILY SALES
8,000 DOLLARS
TOTAL MONTHLY SALES
192,000 DOLLARS
ESTIMATED EXPENSES REAL ESTATE
9, 450 DOLLARS
PAYROLL
7,704 DOLLARS
MARKETING BUDGET
15,000 DOLLARS
MEASURING SUCCESS - HOW MANY SOCIAL MEDIA FOLLOWERS GAINED AFTER POPUP SHOP - HOW MANY NUMBER OF VISITORS ON WEBSITE DURING & AFTER POPUP SHOP VS BEFORE - HOW MANY SALES HAVE BEEN MADE IN-STORE & ONLINE NOW VS BEFORE
BUILDING BRAND AWARENESS - PLACING OURSELVES IN A NEW LOCATION - WALL MURAL PHOTO OPPORTUNITY - #IMOGENEANDWILLIEPOPUP - WORD OF MOUTH - WITH EACH PURCHASE YOU GET A COUPON FOR 10% OFF YOUR NEXT PURCHASE ONLINE OR IN-STORE TO BRING CUSTOMERS BACK
TESTING NEW PRODUCT CATEGORY - DIY SCREEN PRINTING - MEASURE THROUGH SALES OF THAT PRODUCT AND HOW IT DID AT THAT PRICE POINT - ASKING PEOPLE HOW THEY HEARD ABOUT THIS EVENT - OPENS POTENTIAL TO CREATE CUSTOMIZABLE SCREEN PRINTED TSHIRTS ONLINE
THANK YOU. U
U
Coming Soon