RETICULE
Brooklynn Gallagher & Rachel Sudarma
Mission & Logo
RETICULE
MEANING was a type of small handbag, similar to a modern evening bag, that originated in the eighteenth century
Mission & Logo
RETICULE
WHO WE ARE RETICULE represents high quality, Italian made products that pay a great attention to style and detail. Designed in New York, produced in Italy, RETICULE was founded by Rachel Sudarma & Brooklynn Gallagher
Advisors
Aurora James - Founder of the Shoe Brand Brother Vellies Karlie Kloss - Founder of Kode with Klossy Moj Mahdara - Ceo & Co-Founder of Beautycon Media Emily Weiss - Founder and CEO of Glossier Inc
Brand Identity
Feminine Vintage-inspired Classic Nostalgic Timeless Elegant Clean Simple Structural
Demographics Age: 26 - 46 years old Focus Market: 30-35 years old Gender: Female Education: At least an undergraduate/masters degree Industry: Fashion, art, graphic design, marketing, advertising, account manager, beauty, interior design, entertainment, media, public relations, business entrepreneur, if they’re in a less creative field for their day job (finance, consulting, law) they will most likely have a creative freelance job on the side Income: $80,000 -$100,000 Marital Status: Single or Married Location: Urban city (usually a capital city) e.g. NYC, LA, London, Paris, Hong Kong, Melbourne, San Francisco, Tokyo
Psychographics Attitude: confident, loyal, level-headed, not afraid to express what’s on their minds, calm, cool and collected, appreciates style & details
Behaviour: Willing to spend the money on a high quality product. Enjoys having name brand products.
Values: spending time with friends & family, being self sufficient, appreciating nice things in life (like a good quality & classic handbag), work hard/play hard mentality, willingness to learn about new things
Interests/Hobbies: Works hard at day job, appreciates after work time and the weekends - tries to utilize her time by not being reliant on technology (reading, yoga, watching a film, having drinks/ lunch with friends, art shows, flea markets, museum exhibitions, store openings)
Target Market: Profiles
Cindi Ramirez-Fulton Editor-in-Chief + Founder of @chillhouse + @thechilltimes
Leandra Medine Founder of ManRepeller
Emily Weiss Founder & CEO of Glossier and Into the Gloss
Mission & Logo
RETICULE
MISSION
“To provide every woman with a bag that lets her look back, while moving forward”
Brand Positioning
Market Position: Bridge
RETICULE is in the bridge market segment because it has a lower price than a designer label, has more unique styling, and is supplied to more niche stores.
Marketing Mix Product Price Place Promotion
PRODUCT
Marketing Mix Product
Marketing Mix Product
A handful of main silhouettes to begin with (in addition to the AlwaysJudging Collab) Made in Italy Designed in Brooklyn, NY Vintage-inspired Recycled Leathers/Fabrics Structural styles
Marketing Mix Product
RETICULE Will source fabrics from New York, Paris, Italy, and India RETICULE will make travel a focus in their sourcing production in order to assure that all the fabrics are top quality. Why Recycled Leathers/Fabrics: 1. Saves the environment from toxic waste, such as chromium, used in leather processing 2. Reduce our global footprint
PRICE
Marketing Mix Price
Marketing Mix: Price Premium Pricing between $450 - $1,500 Customer and Profit Oriented Leather Bags: $850- $1,200 USD Beaded Bags: $450 - $850 USD Speciality Leathers: $1,200 - $1,500 USD
Marketing Mix Product
The Edie Bag
The Hardie Bag
The Lulu Bag
$850
$1,500
$500
Marketing Mix Price
WHY PREMIUM PRICING There has been a recent shift in our target consumers needs/wants; as they search for more accessible luxury products that still provide a sense of exclusivity and authenticity but without the designer price tag. As the market becomes more and more saturated with generic & unsustainable designer bags, our target consumer is looking for something unique yet classic, of high quality yet won't break into their savings.
PLACE
Marketing Mix E-Commerce
Marketing Mix: Place RETICULE sells primarily through its E-Commerce Site International shipping available Complimentary exclusive tote bag with every customer’s first RETICULE purchase Secondary outlets are niche stores: Reformation ShopTheBreak FrankieShop
Marketing Mix E-Commerce
REFORMATION Editorial content Third party distributor Vintage brand aesthetic that aligns well with RETICULE Similar demographic Tap into Reformation’s group of influencers and partners
RETICULE X REFORMATION REFORMATION Editorial content Third party distributor Vintage brand aesthetic that aligns well with RETICULE Similar demographic Tap into Reformation’s group of influencers and partners
Marketing Mix Reformation Reformation will be one of the few retailers that RETICULE will be distributed to. Their brand aesthetic, being very much influenced by the 80’s and 90’s, is very similar to ours. Taking inspiration from the past and making it relevant and timeless for stylish women who are constantly on the go, especially in a city like New York. RETICULE will have its very own editorial shoot and campaign that Reformation will direct and style including it on all their social media platforms and e-commerce site too. RETICULE will utilize Reformation’s key group of influencers and partners in this shoot as well as gifting them product too.
RETICULE x SHOP THE BREAK
In collaboration with SHOPTHEBREAK, RETICULE is throwing a party in celebration for their launch of Beaded Bags being sold at the Break! Come by to sip wine, eat cheese, and of course shop some new stuff!
RETICULE x SHOP THE BREAK
Marketing Mix Popup Party @ShoptheBreak
Why Collaborate with @ShopTheBreak ShopTheBreak is a curated vintage shop with a modern twist. RETICULE is looking to partner with retail spaces that align with its brand identity, that being vintage inspired with modern execution. ShoptheBreak aligns with both our visual and structural elements and therefore is a perfect fit for our brand. ShoptheBreak collaborates with influencers ranging from models, actresses, and bloggers to musicians, painters, and photographers. Key Objectives: Build Brand Awareness Establish New/Meaningful Relationships Key Performance Indicators: Increased Sales Increased Word of Mouth
Exclusive third party retailer Store party launch Utilize Frankie’s consumers Aligns well with our brand image Only sells our leather bags
Marketing Mix Frankie Shop
Why Frankie Shop? Frankie Shop is a multi-brand retailer that caters to the the girl who high quality basics at bridge prices that connect with her city lifestyle; whether by taxi, subway, bike or cobblestone. Think classic shapes and timeless touches. They are known for carrying “on-the-pulse� designers something that RETICULE aligns well with. RETICULE will be able to target the niche demographic that shops at Frankie Shop - a crowd that appreciates a twist of modern and vintage inspired pieces.
Marketing Mix Place
WHY E-Commcerce, ShopTheBreak, FrankieShop, Reformation Our target consumers are always on the move, looking for the newest and coolest products. Having an E-Commerce site is essential to our consumer because they can shop whenever and wherever. Shops like ShopTheBreak, FrankieShop, and Reformation align with our target consumers needs/wants because they provide a one-stop shop, having a range of products to add to their on-the-go lifestyle. It is also important for us to be stocked at these curated physical retail stores so that our customers can touch and feel our bags.
PROMOTION
Promotion
Promotional Strategies: ●
Social media campaigns
●
Collaborations
●
Experential ○
In-store events (e.g. ShopTheBreak)
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Influencing seeding
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Editorial content
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Guerilla marketing
RETICULE x ALWAYSJUDGING
In collaboration with AlwaysJudging, RETICULE is launching an exclusive capsule collection co-designed with fashion blogger Courtney Trop. The collection will consist of six vintage inspired bags with the RETICULE logo and AlwaysJudging Monogram. The capsule collection with be released for pre-order on the website then available at our LA x AlwaysJudging Pop-Up Party.
Marketing Mix RETICULE x ALWAYSJUDGING
Why @AlwaysJudging: Courtney Trop (@AlwaysJudging) aligns with our brand identity as well as our target consumer. Her reach is 301k followers with average an average 6,000 likes per post. Key Objectives: Increase Overall Engagement Build Brand Awareness Establish New/Meaningful Relationships Key Performance Indicators: Increased Visibility & Brand Awareness Drove Engagement Increase Sales
Marketing Mix Tote Bag Giveaway & Brand Campaign We will send a bunch of “RETICULE” girls in vintage-inspired outfits to go around Williamsburg and the West Village giving out complimentary canvas tote bags with our brand name and logo printed on the front. Inside these bags, people will find a personal invite to our very first event held at “Shop the Break” plus other pieces of memorabilia such as pins, stickers, and patches of our brand and logo. Selected film makers along with Parker Kit Hill will follow the RETICULE girls around capturing their interactions with consumers. The footage will later be used for a short film campaign that will launch on our E-Commerce site, as well as all social channels.
Marketing Mix Tote Bag and French bag Giveaway Tote bag giveaway Stickers, pins, store invite Sustainable, reusable Free marketing -
French bag/Netted bag Comes with every customer’s first purchase at RETICULE Sustainable, reusable A small thank you gift for our customers
RETICULE STORE LAUNCH INVITE WHERE: Shop The Beak WHEN: MAY 12th 2018 WHAT: CELEBRATING THE LAUNCH OF RETICULE & THE ALWAYSJUDGING COLLAB RSVP: INFO@RETICULE.COM
RETICULE x PARKER KIT HILL
In collaboration with Social Media Star, Parker Kit KIll, RETICULE will have Parker covering our social channels for both the ShoptheBreak event and Tote Bag Giveaway. Parker will interact with consumers, creating mini interviews to ask questions and educate consumers on what RETICULE is all about.
COMPETITION
Competition: Shrimps
RETICULE Sleeker and more structured shape
Higher price point Uniform bead style Aspirational UK & Europe demographic More eccentric
Structural Vintage-inspired Beaded style
Mostly made of leather Made in Italy Reused materials sourced from a variety of cities
Competition: Susan Alexandra
RETICULE Eclectic Colorful Lower price point Utilizes one material Made in NYC
Nostalgic 80s/90s inspired Top handle style
Higher price point Sleeker and more minimal style Mostly made of leather Reused materials sourced from a variety of cities
Competition: Staud
RETICULE
Clothes Lower price point Modern appeal
Vintage inspired Bags Similar day to night style bags
Higher price point More structural/geometric in shape Less modern, more vintage Reused materials
Competition: Mansur Gavriel
RETICULE More structural/geometri c in shape
Clothes Shoes Extremely modern Brick & Mortar stores No marketing Doesn’t seed influencers
Vintage inspired Bags Similar target market Price range Made in Italy too
Less modern, more vintage Reused materials Less product differentiation Experiential & influencer focused
HOW ARE WE DIFFERENT?
Marketing Mix Product
What makes RETICULE bags unique? Distinct twist of modern and vintage An all-inclusive brand in terms of our target market Aims to build and foster a strong community of women (and men) that appreciate the appeal and nostalgia of vintage bags Literally bridging the gap between vintage bags and designer bags, bringing the two together to create high quality pieces at a price point that makes luxury more accessible
SHOP WITH US
Brooklynn Gallagher & Rachel Sudarma
RETICULE
Brooklynn Gallagher & Rachel Sudarma