The fashion industry is the second most polluting industry in the world.
2017
2030 Source: Global Fashion Agenda
OUR GOAL To eliminate post-consumer waste while fostering brand loyalty and increasing sales
SWOT ANALYSIS
EXTERNAL ORIGIN INTERNAL ORIGIN
HELPFUL
HARMFUL
STRENGTHS
WEAKNESSES
Legacy & heritage Impeccable style & fit Loyal customer base Strong brand presence
Need for sustainability Little millennial attention Minimal online presence Little customer interaction
OPPORTUNITIES
THREATS
Image revitalization Market expansion Millennial market Daily engagement
Implementation cost Increasing competition Customer incentive Pressure for CSR
Target Market
*Swiped right on men who are wearing suits and/or is working in finance *Matches were not informed that the questions asked are for research
Richard (Rich) Peteka II 24 years old ●
Finance at Villanova University
●
Lives in Manhattan
●
Investment Banker at Solar Capital
●
Wears suits 4 days a week
●
Currently wears Hugo Boss
●
Patriots fan
●
Supports eco-friendly practices after studying abroad in Sweden
Traditional Half Canvas
Insulation Wool Fabric
Fusible Horsehair Canvas Cover Piece
Wool Yarn Wool Fabric
SINGLE MATERIAL SUIT What do you look for in a suit?
SINGLE MATERIAL SUIT
SINGLE MATERIAL SUIT
Cotton
Linen
Wool
Polyester
SUBSCRIPTION
1.
Sign Up
2.
Select plan
3.
Box is delivered
4.
HUGO BOSS can exchange the suit for a new one after at least 12 monthly payments or the customer can reuse the suit for a discounted monthly fee
SUBSCRIPTION
= 1 sport coat, 1 dress shirt, 1 dress pants
Year 1
Year 2
Year 3+
$65
$39
$23
$175
$99
$59
$265
$159
$99
SUBSCRIPTION
SUBSCRIPTION
SUBSCRIPTION
For the customer:
For HUGO BOSS:
★
Convenience
★
New customers
★
Entry-level investment
★
Few style variations
★
Curated styles
★
Steady monthly revenue
★
New suit every year
★
Continuous contact = part of their life
★
No accumulation of items
★
Ensured garment collection
MARKETING
Millennials seek active investment in the betterment of society to “make an impact� on the world around them.
MARKETING Who does he follow on Instagram?
MARKETING
Uniting players and fans from across the NFL to bring clean water to communities in need.
MARKETING Tom Brady
Odell Beckham Jr
Chris Long
New England Patriots
New York Giants
Philadelphia Eagles
4M
10M
326K
MARKETING
Tom, Odell & Chris will set aside their NFL rivalries for one night to host the party of a lifetime, sponsored by BOSS ONE and dedicated to a worthwhile cause. Open to the public, with all ticket proceeds going to the Waterboys charity.
Bangladesh
India Peru
MARKETING
MARKETING
MARKETING
https://tinyurl.com/hugobossone
USER JOURNEY MAP: BEFORE
USER JOURNEY MAP: AFTER
FINANCIALS Material
Quantity
Cost
Exterior Wool
5 yds
$272.10
$272.10
Wool Lining
3 yds
$27.00
$27.00
Wool Thread
1 spool
$2.50/spool
$2.50
$16.63
$16.63
Buttons, Zippers, Hook & Eye etc.
Time
Cost/hr
Total
Patternmaking
2 hours
$90/hr
$180.00
Sewing
8 hours
~$90/hr
$700.00
Total Cost
*For our classic all-wool suit
$1198.23
FINANCIALS Value
Profit
%
$1520
$322 (21%)
21.17
Factory Cost Reduction: 50% Value
Making Cost
Profit
$1520
$599.12
$921
60.58%
FINANCIALS 2-Year Subscriber (1 Suit)
# of Months
$/Month
Total Cost (for Customer)
Profit (for BOSS)
Year 1
12
$65
$780
$181
Year 2
12
$39
$468
$649
$1248
51.99%
Total for Use Cycle 3-Year Subscriber (1 Suit)
# of Months
$/Month
Total Cost (for Customer)
Profit (for BOSS)
Year 1
12
$65
$780
$181
Year 2
12
$39
$468
$649
Year 3
12
$23
$276
$925
$1524
60.69%
Total for Use Cycle
THE TEAM Annabella Waszkiewicz: BBA Strategic Design Gwyneth Ong: AAS Fashion Marketing Jose Luis Cabrera: BFA Fashion Design
REFERENCES ● ● ● ● ● ● ● ● ●
https://www.efinancialcareers.com/ideal-employer/location/global https://www.forbes.com/sites/sarahlandrum/2017/03/17/millennials-driving-brands-to-practice-socially-responsible-marketing/# 2af059a4990b http://www.nielsen.com/us/en/insights/news/2015/green-generation-millennials-say-sustainability-is-a-shopping-priority.html https://www.forbes.com/sites/sarahlandrum/2017/03/17/millennials-driving-brands-to-practice-socially-responsible-marketing/# 20cd84f94990 http://www.slate.com/articles/health_and_science/the_green_lantern/2008/01/wool_or_cotton.html http://www.giants.com/news-and-blogs/article-1/Odell-Beckham-Jr-ranked-8th-on-NFLs-Top-100-Players/e0ed61e3-0042-48eb90e5-cea7e042e956 https://www.theguardian.com/global-development-professionals-network/2017/mar/17/access-to-drinking-water-world-six-infog raphics https://www.mergersandinquisitions.com/investment-banking-analyst-life-worst-day/ https://www.forbes.com/sites/barrysamaha/2018/03/26/hm-conscious-exclusive-collection-2018-sustainable-fashion-anna-gedd a-interview/#4ea3e71c74f0
H&M
Zara
Patagonia
C&A
North Face
Millennial Focus
Daily Contact
Longevity
Luxury Price Point (Added Value) Focus on Recycling
Opportunity spaces not addressed by competitors
TAM SAM
Total Available Market All suit shoppers Serviceable Available Market Finance workers who wear suits to work
SOM Serviceable Obtainable Market Men committed to sustainability and participating in CSR
7. FINANCIALS 2-Year Subscriber (5 Suits)
# of Months
$/Month
Total Cost (for Customer)
Profit (for BOSS)
Year 1
12
$265
$3180
$184
Year 2
12
$159
$1908
$2092
$5088
41.12%
Total for Use Cycle 3-Year Subscriber (5 Suits)
# of Months
$/Month
Total Cost (for Customer)
Profit (for BOSS)
Year 1
12
$265
$3180
$184
Year 2
12
$159
$1908
$2092
Year 3
12
$99
$1188
$3280
$6276
52.27%
Total for Use Cycle