Nicholas Kellen Murakami
Branding
Entrepreneurship
Creative Marketing
Entrepreneurship
Yunyuu imports fashion from Asia, particularly from Japan, Korea, Taiwan, and China. We focus on providing girls in the West with a fresh perspective of global fashion. We are alternative, modern, and quirky. Yunyuu provides young women with youthful and fashionable shoes and accessories. Our primary product will be shoes including women’s pumps, sneakers, flats, slip-ons, and sandals. Other accessories include handbags, and scarves. All items will be imported directly from their sources in Asia. Products are offered in a moderate price point and are affordable for our target customer. Yunyuu is a complete business concept. The brand has been developed over the course of a year and includes a business plan, an established brand identity, a product catalogue, as well as various other aspects of a business.
Vision
Yunyuu’s vision is to give consumers in San Francisco a shopping experience that is truly unique. Adopting an Asian sensibility in the brands we carry, Yunyuu aspires to introduce the endearing and innovative fashion sense of the East to the West.
Mission Yunyuu seeks to bridge the gap between Eastern and Western fashion by introducing Westerners to the avant-garde styles popular among Japanese youth. Yunyuu provides today’s young women with an opportunity to express their individuality and become the fashion innovators of tomorrow.
Onliness Statement
Yunyuu imports women’s accessories from innovative and skilled designers in Asia for the young, urban San Francisco woman to be able to express her unique fashion sensibilities in a time of desired individuality.
Yunyuu caters to women ages 17-29 of any race or ethnic background. These women live in a urban or suburban environment. Their income ranges from $35,000-60,000. These women are likely in a relationship or single. Occupations include retail, management, selfemployed, finance, or a student. The Yunyuu girl is one who loves to try new things and has an adventurous personality. Having an interest in global fashions is a plus. Art shows and museums are fun outings for these women when they are not having a night on the town with their closest friends. Fashion boutiques or thrift stores are preferred over brand name stores. They crave the thrill of traveling to places such as London, Tokyo, Beijing, and the Caribbean; places with unique fashion tastes are preferred. They take pleasure in shopping at foreign stores but they do not forget to take in the sights and see the various art galleries around town. These women love to visit spas and unwind through yoga.
Target Market
Competitor Analysis Boutique Harajuku
Boutique Harajuku is a local San Francisco apparel retailer, specializing in goods imported from Japan. Located in Japantown, this small independent retailer is a key competitor for Yunyuu. The clothing store specializes in women’s apparel including dresses, blouses, and trousers from designers such as BNX, Copcopine, and Custo. The retailer also carries a meager selection of accessories including scarves, shoes, and handbags. Boutique Harajuku uses a very basic font to define their store. From the logo type, there is no real impression left on the consumer and the brand image is fairly weak. Yunyuu will hopefully be able to identify itself uniquely from Boutique Harajuku.
Sanrio corners the market on cute from its stores to its logo. Sanrio’s overall feel and branding is what Yunyuu wants to emulate and takes inspiration from the brand. Sanrio retails accessories and apparel, alongside iconic stuffed animals, stationary, and other Sanrio paraphernalia. The price point of Sanrio apparel and accessories ranges from moderate to better depending on the type of item. The Asian quality and the familiarity of the brand is what Yunyuu strives to compete with, all the while hoping to perhaps attract the same type of customer.
Amiko Boutique
Amiko Boutique in Japantown retails everything from the latest pop culture paraphernalia to imported apparel and accessories. The retailer carries jewelry, scarves, handbags, t-shits, hair accessories, stuffed animals, and electronics from brands such as Tokidoki and Hello Kitty. The company uses two different fonts in their logo. Amiko’s logo is not something that conveys a clear brand image or expresses something about the brand. There are no emblems or brandmarks that defines the retailer clearly. As a brand, this retailer lacks in overall identity and a clear defined sense of being.
Competitive Advantage Yunyuu’s product is something unique and interesting for San Francisco customers. Products imported from Asia carry their own unique flair not available from American and European fashion designers. Yunyuu knows who it is as a brand and remains true to its values and overall image. One way that we will do this is through our visual merchandising. Utilizing various symbols and icon of modern, pop Asian culture, Yunyuu will immediately attract customers from our exterior to our interior. Yunyuu plans to heavily market on popular social media platforms such as Facebook and Twitter to create a following among San Francisco shoppers.
Pricing Strategy Yunyuu will consider both cost-plus pricing or psychological pricing. Regarding cost-plus pricing, Yunyuu will factor how much a product costs and the profit Yunyuu wishes to make on that particular product. Determining the markup of a product will be essential in costplus pricing. According to NetMBA.com, psychological pricing bases the price on factors such as signals of product quality, popular price points and what the consumer perceives to be fair. In order to compete with our competitors, we have to gauge what the consumer might be interested in paying, and ensure that our prices meet their expectations.
Branding Trials
Style Guide
Final Logo
Brandmark
The final Yunyuu logo features cherry blossoms as the brand’s emblem in geometric diamonds. The font is set as Luna Bar.
The Yunyuu logo was tried with a variety of fonts. Initially, the concept for the logo was to use something handwritten. This added to the feel of the brand and communicated a message of flirtation and femininity.
The Yunyuu flowers may be used without the logo as long as the final logo is placed somewhere on the material. The black and white version of the logo uses black and a 35% Gray for the leaves of the flower as well as the type.
A brandmark for the brand was made to supplement the simple text that was the original logo. It was necessary for the brandmark to reflect Asia, using the feminine beauty of cherry blossoms.
Do not: Place the Yunyuu logo on a black background. Place any border around the logo. Recolor the flowers or type. Place the black and white logo on a black background. Distort the logo; the logo should be to scale.
Black and White Logo
Typography
Color Palette Primary Colors:
Primary Typeface:
Aa
Caviar Dreams
The primary typeface for Yunyuu is one that is used consistently throughout our collateral. It should be used as both a headline and body font. The secondary typeface is an alternative font type should only be used as a headline. The logo typeface should never be used as a headline or body copy of any typed material. It is reserved for very rare occasions. The typefaces may be in any of Yunyuu’s approved colors, and can be of any size.
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!
Cherry Blossom
Sour Plum
PANTONE 7431 C C=14 M=51 Y=11 K=0 R=213 G=143 B=174
PANTONE 681 C C=27 M=61 Y=23 K=0 R=188 G=121 B=149
Bamboo PANTONE 577 C C=47 M=14 Y=71 K=0 R=173 G=198 B=135
Milk Tea PANTONE 427 C C=16 M=42 Y=70 K=1 R=214 G=155 B=97
Sweet Potato
China Moon
Secondary Typeface:
Aa
Lindsey
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz0123456789?!
Logo Typeface:
Secondary Colors:
PANTONE 7447 C C=69 M=84 Y=26 K=10 R=102 G=67 B=119
Yunyuu’s primary color scheme is used commonly in type and in the logo. These are Yunyuu’s official colors. The secondary color scheme are for Yunyuu when primary colors are inappropriate, or as an added secondary option.
PANTONE Red 032 C C=0 M=99 Y=95 K=0 R=250 G=11 B=34
Panda White PANTONE 7541 UP C=7 M=1 Y=3 K=0 R=234 G=242 B=242
The Yunyuu shoe box comes in two different formats, to alternate between season. One format has the Yunyuu logo displayed on the top of the box. On each of the smaller sides are Yunyuu’s signature flowers. The alternate version of the packaging has the Yunyuu Falling Flowers on the top of the box. On each smaller side of the box is Yunyuu’s logo scaled appropriately. The inside of the box is always to be lined with Cherry Blossom pink tissue paper.
The Yunyuu business card should always have two pink stripes and the Yunyuu falling flowers on the right hand side of the card. The Yunyuu logo is scaled down and sits on the top left corner. Information about the boutique is left aligned and placed under the logo. The name of the person and title is placed on the top right corner of the card.
Brand Elements The Yunyuu website is designed to highlight merchandise and the brand. The prevailing image on the website should be images of the latest collections and should be changed when a new season begins, or when an important shipment arrives. The background for yunyuu. com is static and symmetrical. The Yunyuu logo is proudly visible and the website features a clear navigation bar.
Favicon
Escape the everyday. Embrace the unexpected.
Yunyuu imports the latest shoes and accessories from Asia by new and innovative designers. We are all about being cute, flirty, and truly unique.
Standards for poster or large print advertisements differ depending on the specifications of the situation. However, print advertisements must always have the logo in a large enough format to be seen clearly from a distance. Additionally, Yunyuu’s store address and website address must be included somewhere in the ad. Finally, information about what the company can provide customers must also be included, most likely as the body copy.
Style Cards
Catalogue
Branding
For an In-House Promotions project, The Art Institute of California - San Francisco partnered with the San Francisco Society for the Prevention of Cruelty to Animals to create new branding material for the company as well as an event, promoting animal adoption. I, partnered with Jordan Coupe and Solee Darrell, under the name of “Team Meow” took the existing “Meet Your Match” campaign that the SF SPCA puts forth to encourage cat adoption and redesigned the various collateral to meet SF SPCA’s graphic standards and to function as a more modern and appealing system. As a function of the class, I learned to work with clients, create an event, and how to make professional presentations.
meet the feline-alities
The original collateral that the San Francisco SPCA had available was a humble chart for the MYM Program. Our team first noticed that the color scheme was not what was intended for use in the color standards set forth by the local SF SPCA. Words like “valiance” and “gregarious” are words that are not easily recognized or understood by the general public and needed to be replaced.
I N D E P E N D E N T - G R E G A R I O U S
Below is the original SF SPCA color chart and to the right is the basic MYM chart created by the ASPCA. Our goal was to incorporate the corporate color scheme into the MYM collateral to make all aspects of the agency cohesive in its branding.
V A L I A N C E
SF SPCA Color System
private investigator
secret admirer
love bug
I’m working undercover to keep an eye on you and your household. You may not even know you’re under surveillance. I can vanish into thin air if anyone or anything interferes with my investigation. If you need a cat who knows how to stay out of trouble and will always keep your secrets, I just might take your case. independent/low valiant
When it comes to relationships, I’m very level-headed. I don’t leap in paws first, if you know what I mean. But give me a little time, and then I’ll shower you with purrs, head-butts, and plenty of lap time. In the meantime, you may not see a lot of me— but I’ll be thinking a lot of you. social/low valiant
Do you seek affection? I do! If you also like petting, purrs, and paws kneading your lap, I think we might have A LOT in common. I’m looking for “someone who enjoys quiet times and togetherness.” Could that someone be you? gregarious /low valiant
the executive
sidekick
personal assistant
I have to say, I’m a busy cat. First, I’ve got to check out what’s happening out the window. Next, I’ll see if any closets or cupboards need looking into. And then there are my naps—can’t be late for those. I can fit a little socializing into my schedule. Shall we plan on breakfast and dinner? I hope you like kibbles. independent/medium valiant
Like all sidekicks, I’m just plain good company. I like attention, and I also like my solitude. I don’t go looking for trouble but I’m no scaredy-cat, either. If you are looking for a steady companion to travel with you on the road of life, look no further. social/medium valiant
You’re working on the computer? Let me press the keys. Reading the paper? I’ll hold the pages down for you. Watching TV? I’ll just plop in your lap so you can pet me. I love an orderly household, don’t you? I’ll help you with all your chores, and I’ll help you relax when we’re done. You’ll wonder how you ever managed without me. gregarious/medium valiant
MVP
party animal
leader of the band
I’m a savvy cat who knows the score. I’m pretty unflappable, too. I don’t mind entertaining myself, but a human companion at the other end of the couch and a nice scratch behind the ears always make my day. If you’re looking for a resourceful addition to your team, think about signing this Most Valuable Pussycat. independent/high valiant
I’m a cat on a mission: PARTY! I love to play and explore and test my limits. I’d love to play with you, but I can make a toy out of anything: pencils, post-it notes, potatoes. If you’re looking for some laughs and someone to liven up the party, think about inviting me. social/high valiant
I’m a cat who does everything in a big way. I not only like to be in the middle of things— I like to lead the parade. I’m an adventurous cat, but I’ll still make plenty of time to show you my affectionate side. I’m the demonstrative type, you might say. Want a cat who’s brimming with confidence? That’s me. gregarious/high valiant
copyright © 2008 The American Society for the Prevention of Cruelty to Animals®. Reprinted with permission of the ASPCA®.
Original ASPCA Chart
ORIGINAL BRANDING
DESIGN BRIEF The concept for the SPCA promotional material was focused on the theme of a “perfect match”; the idea that pets and owners alike seek a companion that fits their needs and interests, much like dating. Each animal is unique and has their own personality; this idea is something we wanted to convey in a large portion of our collateral. The goals for all collateral are awareness and adoption. These goals will be present as an underlying direction for each of our projects while simultaneously reaching out and informing clients and appealing to the heart. The overall design is simple and clean with related imagery that enhances the visual appeal. The design will reflect the identity of the SPCA and its mission while simultaneously appealing to all pet owners and animal lovers. Our team chose to redesign and re-brand the SF SPCA’s “Meet Your Match” system. The system matches animal personalities with distinct attributes and qualities to make the adoption process easy for potential owners. The Meet Your Match (MYM) program is outdated and not suitable for the typical adopter. Additionally, it is branded for the ASPCA, the parent organization, rather than for the SF SPCA specifically. Therefore, we felt it should be revamped to fit the branding of this San Francisco branch of the organization.
ID DOOR CARDS
The strategy for the integration of the MYM campaign into ID door cards was simply to incorporate the use of color and the new logo. These cards are basic informational templates used to describe the animal’s various traits. The use of color associated the animal immediately with its matching personality type on the MYM chart. This both appealed on a conscious and subconscious level as adopters would make the connection based on personality types and color.
INTERNET BANNERS One of the requests the SF SPCA brought to the In-House Promotions class was for us to create mock-ups of internet banners. These banners would be placed on the SPCA’s affiliate websites, social media, and other websites which fit a younger demographic. What was produced is a collection of six banners which incorporated the new MYM branding and messaging. Ideally, these banners would be animated and interactive to garner more consumer interest.
POSTER The poster for the Meet Your Match (MYM) campaign was the key component in creating the new collateral for the SF SPCA. The redesigned poster was made to function both as a large 4’ x 6’ wall poster and as a smaller 8.5” x 11” version for adopters to carry with them as they peruse the adoption halls. The poster was designed to have two layers. The top layer features the cat personality names. The bottom layer carries descriptions of the personality types. Where the black squares are would be Velcro or some other attachment that ties both layers together. This creates an interactive experience for the adopters and adds an element of design.
INFORMATIONAL CARDS Informational cards were the last aspect of collateral we created for the SF SPCA. These were designed as outreach materials to get the public to the SF SPCA. We needed to educate the public and ultimately drive traffic to the adoption center. We created a wide variety of designs to give the SPCA several options. The colors and layout were standard for the Meet Your Match campaign. The subject matter are various animals with names and personalities that reflect the spirit of the SF SPCA’s brand.
LIFT
Entrepreneurship
Lift is a new hosiery concept based in San Francisco. Lift seeks to aid the under-served Baby Boomer generation in the United States. These are women ages 45 to 65 who have limited options when it comes to fashionable clothing, a range of sizes and proper fit. Lift is hosiery designed to enhance the natural curves of a woman while concealing insecurities. Within these economic times, we aim to keep our product affordable and available to our customers. Lift will promote and advertise with the customer in mind, always assuring that we meet this generation’s expectations. Lift offers its customers a wide array of merchandise in different style, sizes and fits. Our hosiery will mask problem areas and boost what needs to be lifted. Therefore, our hosiery separates itself from the competition with our added benefits opposed to otherwise simple tights. Hosiery is a growing niche market. Hosiery options are growing rapidly but Lift stands to target a market that is often overlooked.
Vision
Lift’s vision is for women of all ages, sizes, and shapes to feel even more beautiful and confident. Our desire is to enrich the world and the lives of the women who live in it.
Mission
Lift is dedicated to quality hosiery in a variety of styles and sizes, while most importantly making women feel confident and beautiful in their own skin. Lift’s team of dedicated and talented employees works tirelessly to serve and give back to our customers through empowering and inspiring women.
Core Values
Give back to the community. - Lift makes sure that it constantly keeps up with its volunteer work and gives back to its customers. Provide consumers with only quality products. - Only the best products can make it through rigorous testing and sampling by our dedicated employees. Empower all types of women. - Lift gives back to all women through the Sara Blakely Foundation, and by helping women to feel better about the way they look. Celebrate the fun side of life. - Our Board of Fun ensures that we always remain upbeat and have a positive image. Enhance all bodies. - Lift ensures that all body types are included in our product lines and we are always looking for the next best way to help people look exceptional.
Lift is a new hosiery brand based out of San Francisco. This is hosiery designed for women of a certain age, and provides them with the contouring comfort and sensible fashion not available from other hosiery in today’s market. Lift can lift what needs to be lifted and mask what needs to be masked.
{F.A.Q.
{
About Lift
Press Kit FOR IMMEDIATE RELEASE Press Release
Press Contact: Elizabeth Currant Public Relations Manager T: (404)-764-3321 F: (404)-764-3455 el.cur@lifthosiery.com
LIFT PARTIES, DELIVERING THE HOSIERY DEPARTMENT TO YOUR HOME 25 August 2011, San Francisco, CA - Lift introduces an experimental way of selling hosiery.
Vision & Mission
Throughout the country, Lift customers will be able to try shapewear and legwear from the
Spanx’s vision is for women of all ages, sizes, and shapes to feel even more beautiful and confident. Philanthropy is in our veins and we want to enrich the world and the women who live in it. Lift is dedicated quality hosiery in a variety of styles and sizes, while most importantly making women feel confident and beautiful in our own skin. Lift’s team of dedicated and talented employees works tirelessly to serve and give back to the community through empowering and inspiring women.
comfort of their own living room. The hosiery party will revolutionize the way we sell such an initmate and personal product.
Lift is a brand new hosiery company based in San Francisco. This hosiery is designed for
women of a certain age, and provides them with the contouring comfort and sensible fashion not available from other hosiery in the market today. Lift can lift what needs to be lifted and mask what needs to be masked. “We have high hopes for Lift” says Lift’s founder, Nicholas Murakami. “It addresses an issue that we have not yet tackled at Spanx, and is something that can truly benefit women everywhere.”
Hosiery Parties Think of Tupperware or Avon, where product is personally sold by specialists at a customer’s home. Lift will follow this trend; welcome a new revolution in personal selling, the hosiery party. We bring the hosiery department to your own home! There’s no pressure to buy. Its just a relaxing party at home with all your friends trying on hosiery. Wear our products first-hand without having to buy a pair first and see what Lift can do for you through our hosiery parties.
Hosiery parties may seem like a farfetched thing, but Lift hopes that this type of retailing
will be an attractive and personal way to sell to customers. Lift offers you an at-home service to show your friends, family, and colleagues the wonder behind this new hosiery brand. All you have to do is provide the people and the hosiery party is good to go. Cocktails and hors d’oeuvres are up to you.
Spokeswoman for the brand, Meryl Streep raved about Lift. “Oh, it’s just fabulous. It’s
surprisingly comfortable and I can actually bend over when I’m wearing them. And they make me Personal Hosiery Stylists Lift will be hiring and training a select team of Personal Hosiery Stylists specially trained to sell hosiery at our client’s homes. As the program grows, so will our pool of Stylists. Lift lovers will eventually be able to enter the program and become a Stylist. It is Lift’s hope that the Personal Hosiery Stylist program will establish a strong network of people who will spread the joy of Lift throughout the United States.
look ‘sickening’, according to my stylist. I love this product and recommend it to everyone, young and old”.
Lift will be training a select number of Stylists for the inital launch of the hosiery parties.
You can expect parties in select cities throughout the United States beginning on May 1, 2012. Space is limited, so sign up on Lift’s website, www.lifthoisery.com, now! ###
Primary Market Age: 45 -64 Sex: Female Ethnicity: White, Black, Asian, Hispanic, Mixed. Marital Status: Primarily married. Some never married. Educational Level: Some college or college graduate. Homeownership: Mostly owners. Occupation: White collar managers or professionals, homemakers, retired. Annual Income: $70,000 - $100,000 Generational Cohort: Baby Boomer Geographics: These customers live within an affluent upper-middle class suburban neighborhood. While they live within the suburbs, these women might commute to work in urban city centers. Psychographics: This customer is an “empty nester”, where her children have left the nest and she is finding herself in an increasingly empty home. Social events are common and frequent, usually at her or a friend’s home. Time saving is important to this woman with emphasis on the time-saving power of the Internet.
Secondary Market
Age: 21-35 Sex: Female Ethnicity: White, Black, Asian, Hispanic, Mixed. Marital Status: Single or in a relationship. Educational Level: High school, some college or college graduate. Homeownership: Renters. Occupation: Service, white collar, finance, retail, administration, education, entrepreneurship. Annual Income: $50,000 - $65,000 Generational Cohort: Generation Y Geographics: This market lives in urban city apartment complexes. Popular urban city centers are preferred over the suburbs. Psychographics: This market is learning how to balance business and work with leisurely pursuits. They are contemporary individuals who keep up with popular culture and society. These women are still youthful and seek a fun and exciting lifestyle while still keeping their perfect figures.
Website
New Arrivals
Liftwear
Legwear
Accessories
Sale
FALL 2012 COLLECTION
Sizzle, even when its cold outside. Click here to view it!
New Arrivals
{ Personal Hosiery Stylist } Are you interested in earning a bit of extra spending money or are you looking for a career that could provide long-term income? When you become part of the Lift family, you can set your own goals with your own choices. You can be self-employed and work on your time and your terms. That’s the beauty of personal selling with Lift. Become a Lift Hosiery Specialist and sell to your family, friends and work colleagues. You can buy discounted products for yourself and you’ll even have the opportunity to get some products for free. You can work from home and set your own hours based on your schedule. As a Lift Personal Hosiery Stylist, it is your goal to spread the word about our product to anyone interested, or even anyone who simply wants to look fabulous. Lift is about empowering women and making them feel their best in their own bodies. Join us, and discover how you can earn money on your terms by selling a product that women everywhere will love.
Click here to apply today!
Click here to sign up!
Liftwear
Legwear
Accessories
Sale
Invitations
Collateral LIFT
You’re invited to a Hoisery Party! Tammy Baker would like to invite you to attend her private Hosiery Party, featuring unique styles and products from Lift Hosiery.
CUSTOMER ORDER FORM
Where: 5333 Mulberry Street
DEMONSTRATOR INFORMATION
When: August 24, 2012
STYLIST INFORMATION TELEPHONE NUMBER:
GUEST OR CUSTOMER INFORMATION NAME:
SALES TAX RATE:
TELEPHONE ADDRESS: (
INSIDE CITY LIMITS? YES
EMAIL:
)
BILLING ADDRESS:
Atlanta, GA 94322 Refreshments will be served. Please RSVP by August 20, 2012.
%
NO
CITY:
STATE:
ZIP CODE:
COUNTY:
WOULD YOU LIKE TO: SIGN UP FOR MY MAILING LIST
CUSTOMER MAILING ADDRESS (IF DIFFERENT): CITY:
Call 588-547-5211 or respond to this email address if you can make it!
/
P.O. Box 584 San Francisco, CA 94111
STYLIST NAME:
Trained and fashionable Lift Personal Stylist, Jolie Smith will be demonstrating the products, and you’ll be able to try them first hand. So dress casual, or bring your favorite outfit and see how great you look with Lift.
DATE:
BECOME A HOSTESS STATE:
ZIP CODE:
BECOME A STYLIST
PARTY INFORMATION HOSTESS NAME:
ORDER FORM ITEM CODE
DESCRIPTION
QTY
PRICE
TOTAL
LIFT
www.lifthosiery.com
Business Cards
Julie Darger Style Guru T: 488-855-4122 julie.darger@gmail.com
LIFT www.lifthosiery.com
SALES TAX TABLE
A. TOTAL OF MERCHANDISE ORDERED
COMPLETE LINES A, B, AND C, THEN CALCULATE TAX BASED ON YOUR STATE AND WRITE AMOUNT ON LINE D.
B. SHIPPING AND HANDLING
GROSS STATES:
% OF LINE A = $
GROSS + SHIPPING STATES:
% OF LINE C = $
C. SUBTOTAL ( A + B ) D. SALES TAX
(
% OF LINE A OR C, DEPENDING UPON THE STATE )
E. TOTAL AMOUNT DUE ( C + D ) FORM OF PAYMENT:
CHECK
MONEY ORDER
Please make checks or money orders out to the Lift Personal Stylist
DEMONSTRATOR COPY (WHITE) // HOSTESS COPY (YELLOW) // CUSTOMER COPY (PINK)
CREDIT CARD
CASH
/
Lookbook
Lookbook
Line Plan
Advertising Choices Total Budget Media Percentage Facebook YouTube Billboards Mochi Media Games Google AdWords
$
$ $
102,000.00 January 8.7% 1,550.00 $ 276.21 $
$ $
5,425.00 1,550.00 $
1,400.00
Actual Budget Difference
$ $ $
8,801.21 $ 8,874.00 $ (72.79) $
3,067.30 $ 3,570.00 $ (502.70) $
February 3.5% 1,400.00 267.30
March
April 0.0%
-
May 0.0%
$ $ $
-
June
$ $
8.7% 1,550.00 $ 276.21 $
8.7% 1,500.00 267.30
$ $
5,425.00 $ 1,550.00 $
5,250.00 1,500.00
$ $ $
8,801.21 $ 8,874.00 $ (72.79) $
8,517.30 $ 8,874.00 $ (356.70) $
Purchasing Choices
July
August 0.0% $
-
3.1% 1,550.00
$
1,550.00
$ $ $
3,100.00 $ 3,162.00 $ (62.00) $
September 0.0% $ $ $ $ -
$ $ $
October November 8.3% 21.0% 1,550.00 276.00 $ 267.00 $ 21,000.00 5,425.00 1,550.00 8,801.00 $ 8,466.00 $ 335.00 $
December 38.2% $ 1,550.00 $ $ $ 30,400.00 $ $ 5,425.00 $ $ 1,550.00 $
21,267.00 $ 21,420.00 $ (153.00) $
38,925.00 $ 38,964.00 $ (39.00) $
TOTAL 100% 10,650.00 1,630.02 51,400.00 26,950.00 10,650.00 101,280.02 102,000.00 (719.98)
Google Adwords
Advertising choices were made keeping our $102,000 budget in mind. Facebook, Youtube, and Google utilize the power of Search Engine Optimization (SEO). These websites are frequented regularly by our customers and advertisements will be highly visible on these platforms. Google Adwords is useful for gaining site traffic and basic customer attention.
Instant Sexy Curves With Lift Hosiery, change back into what you were 10 years ago. spanx.com/Lift
Billboards are an important advertising tool; Lift will use billboards to advertise to the older working commuter. They will be placed in urban areas with a large population of middle to upper class suburbanites who commute to the city to work. Targetted cities include Washington D.C. and Chicago. Finally, casual online social media games are all the rage for mothers and the older woman. An example of one of these games would be Zynga Farmville or Frontierville. Casual games have a large player base in older women, and suits our customer perfectly.
Keywords & Phrases: Lift Hosiery Comfortable Body Shapers Shapewear Tights for Older Women Butt Lift Shapewear Tights Slimming Body Shapers Plus Size Tights Plus Size Hosiery Slimming Tights for Older Women
Hosiery for Older Women Shape your body no matter what size or shape you are. spanx.com/Lift
arma K
by STARBUCKS
Product Development
With the reinvention of the Starbucks in 2011, the logo became incredibly versatile, as the company positioned itself for future growth. I created a new product extension for the brand which centered on a consumer with an active lifestyle. Specifically, I targeted Starbuck’s current core customers instead of attemping to gain a new activewear customer. Eventually, I developed the concept of yoga apparel for Starbucks to supplement their current collection of basic shirts and hoodies. In the Product Development course, I created an entire collection of yogawear for spring and summer 2013. It includes line plans, product assortments, branding, and technical sheets. The advertisements for this concept were done as a collaboration with the Art Institute of CaliforniaSan Francisco’s Introduction to Advertising class which created ad concepts for each Product Development project.
About Us About Starbucks
Competition
About Namaste by Starbucks
Prices
Starbucks was founded in 1971 with the hopes of serving great coffee and helping to make the world a little better. Today, Starbucks owns and franchises 15,000 stores in 50 countries. Starbucks offers a titanic variety of coffees, a selection of Tazo teas, pastries, hot and cold meals, a variety of bottled drinks, cups, mugs, ice cream, and coffee brewing appliances.
Namaste by Starbucks is a new concept featuring a line of yoga pants, tops, jackets, and bags. The line of products targets the Starbucks customer who wishes to carry the Starbucks name with them, whether they are ordering a venti iced green tea, or spending time at a Bikram yoga studio. Apparel could be made out of coffee grounds. Fabric made of coffee absorbs moisture is a natural deodorant. This product extension would allow Starbucks to reach a new consumer market, some of which might already participate in yoga as their form of exercise.
The current yoga-wear market is dominated mainly by lululemon athletica. The company makes technical athletic apparel for yoga, running, dancing, and most other sweaty pursuits. The key selling point to the products is their patented luon fabric, which is made partially of nickel and provides moisture wicking and versatility. Other active wear competitors includes Athleta (activewear company owned by Gap), Prana which specializes in yogawear, and Nike.
Namaste’s products will be in the moderate price category. Currently, Starbucks retails a few shirts and a hoodie via their website. Existing Starbucks items include a shirt which retails for $25 to a basic hoodie for $85. Namaste’s prices will hover in the middle of that price range, selling basic shirts for anywhere from $25 - $40, hoodies for $45 - $65, and bags for $40 - $50. As an example, Lululemon’s prices start at $48 for a basic crew neck tee, and can go as high as $298 for a Apres Piste Jacket.
Logo Primary Palette:
Golden Roast R:218 G:188 B:81 C:16 M:22 Y:82 K:0
Platinum Roast R:208 G:208 B:208 C:18 M:13 Y:14 K:0
Starbucks Green R:0 G:112 B:69 C:96 M:31 Y:88 K:22
Cream and Sugar R:255 G:255 B:255 C:0 M:0 Y:0 K:0
Alternate Logo #1
Primary Font: Karma
Type Logo:
arma K
by STARBUCKS
Rules for Use:
1. The Karma logo is designed to be gradient in color and is never solid. 2. The Karma logo may be put on a black background, but the Siren must emain white. 3. The Starbucks Type Logo may be used in conjunction with the Karma Symbol. 4. The Type Logo may NEVER be used alone. It may only be used for hangtags, labels, and other occasions when necessary.
THIRD HAND
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Secondary Font: STARBUCKS FREIGHTSANS BLACK
abcdefghijklmnopqrstuvwxyz abcdefghijklmnopqrstuvwxyz 1234567890!@#$%^&*()
Packaging MEDIUM
M
Hangtag
Packaging Packaging for products will come in a modified packet, similar to coffee bags. The color on the bag will change depending on the color of the product inside.
Essentials
T-Shirt Gray
100% Coffee Machine Washable
arma K
by STARBUCKS
Essentials
T-Shirt Gray
100% Coffee
All of Karma’s products are made of sustainable materials and are manufactured using safe labor practices. Coffee fabric is odor absorbing and is UV protective. The fabric is manufactured with leftover coffee grinds from our machines.
Products
Karma Essentials Women’s T-Shirt Racer-back Tanktop Scoop-neck Tee Pullover Yoga Pants Shorts Leggings
Karma Essentials Men’s V-Neck Shirt Tanktop Sleeveless Shirt Shorts Board Shorts Yoga Pants
Style #: 2001 Description: Short sleeve crew neck tee Fabric: 100% Singtex Retail: $30
Style #: 1001 Description: Fitted racer-back tank-top Fabric: 100% Singtex Retail: $25
Style #: 1010 Description: 3/4 length sleeve wide-neck shirt. Fabric: 100% Singtex Retail: $40
Color #SU10
Color #SU12 Color #SU14
Color #SU11
Color #SU14 Color #SU10
Color #SU12
Color #SU13 Color #SU15
Color #SU13
Style #: SSB01 Description: Short sleeve pullover with front pocket. Fabric: 100% Singtex Retail: $50
Color #SU15
Style #: 100 Description: Elastic waistband stretchpants with drawstring Fabric: 90% Cotton / 10% Lycra Retail: $45
Style #: 200 Description: Stretch Comfort Shorts Fabric: 95% Cotton / 5% Lycra Retail: $40
YOGA ESSENTIALS
Line Plan
SPRING 2013 - WOMEN’S
Style #: 300 Description: Stretch-comfort leggings Fabric: 80% Nylon / 20% Lycra Retail: $35
Color #SU10 Color #SU10
Color #SU14
Color #SU12
Color #SU14
Color #SU10
Color #SUBL
Color #SU11
Color #SU11
Color #SU11 Color #SU14 Color #SU15
Style #: 5000 Description: Tank-top with reverse print Fabric: 100% Singtex Retail: $25
Style #: 4000 Description: V-neck shirt Fabric: 100% Singtex Retail: $25
Style #: 5010 Description: Sleeveless crew neck shirt Fabric: 100% Singtex Retail: $30
Color #SU01 Color #SU01
Color #SU01
Color #SU03
Color #SU05
Color #SU04
Color #SU04
Color #SU02 Color #SU03 Color #SU04
Style #: 7000 Description: Fitted shorts Fabric: 100% Singtex Retail: $30
Style #: 6000 Description: Double zipper hoodie Fabric: 100% Singtex Retail: $48
Style #: 7010 Description: Stretch waist drawstring shorts Fabric: 90% Cotton / 10% Lycra Retail: $35
Color #SU01 Color #SU05
Color #SU02
YOGA ESSENTIALS
Line Plan
SPRING 2013 - MEN’S
Style #: 7100 Description: Drawstring yoga pants with contrast pocket patch Fabric: 90% Cotton / 10% Lycra Retail: $42
Color #SU05
Color #SU01 Color #SU02 Color #SU01
Color #SU04 Color #SU04
Color #SU02
Advertisements Guess what my shirt is made of.
It’sIt’sbetter betterthan thanfate. fate.It’sIt’sKarma. Karma. Starbucks introduces Karma, a new line of activewear made from coffee grounds. Seriously.
Comfortable, Comfortable,Flexible, Flexible,Sustainable. Sustainable.
Its yoga, by Starbucks.
Starbucks introduces Karma, a new line of yogawear made from coffee grounds. Seriously.
The quality you expect from Starbucks, but now in your closet. This is Karma.
Think beyond coffee. Think STARBUCKS.
WhatWhat goes goes around, around, comes comes around. around.
Beyond coffee. It’s STARBUCKS.
Yoga in the Park - Direct Mailer
Marketing Starbucks Food Truck Concept
JOIN US. Yoga in the park.
3/12/12
Have you heard of Karma? No, not that Karma. We’re talking about our new line of yogawear.
Starbucks Coffee Company 2400 Utah Avenue South, S-MK3 Seattle, WA 98134
Presorted First Class Mail U.S. Postage Paid Seattle, WA Permit No. 243
We’re holding a
FREE YOGA class for you.
This is your invitation to the party. Bring this and you’ll get FREE GIFT to go with your free class. Win-win.
Karma
by STARBUCKS
Evelyn C. Novak 1150 White Avenue Corpus Christi, TX 78411
Marketing Karma will involve two campaigns. One campaign will be a Yoga in the Park event, supported by the Starbucks stores in communities across the United States. It is a local movement involving local yoga instructors. Direct mailers, flyers, and digital advertisements on the Starbucks website and social media sites will be utilized to spread the word of this event. Each city’s Yoga in the Park will be a unique experience, and will increase sales of both beverages, food, and yoga apparel for the company. The second campaign is a mobile truck campaign, similar to the Gap taco/denim truck. A “Karma” truck will be designed and built, and its mission will be to go from city to city, selling food and yoga products. Food can range from Starbucks brewed teas and coffees to sandwiches or salads based on Starbuck’s current food menu. The food truck is a mobile PR vehicle used to generate press and sales for Karma.