Research Overview
Introduction
Our objective is to design a product line of Travel Bag accessories for Working Class Studio to best fit their customers. The Travel Bag collection consists of: toiletry/cosmetic bags, passport holders, laundry bags, neck pillows, and luggage tags. This presentation will cover consumer trends, market research, demographics, and psychographics research.
Mission
With positivity and an eco-conscious thinking being the foundation of who we are, Ecology takes steps to use and promote the growth of environmentally friendly products. Our goals are to focus on economizing with resources and aiding to produce a better everyday life for people—which includes living more sustainably.
Consumer Information
Our target consumer ranges from the ages 20-45, with a middle to uppermiddle class income from $25,000 to $50,000. They generally have a college degree, are variety of different ethnicities, and live in either urban centers or suburban like towns. Our customer has an active lifestyle that balances work and leisure activities and family life. Political and religious views range from liberal to conservative. They are environmentally conscious and enjoy functional and eclectic pieces.
Customer Profile I
Name: Felicia Age: 39 Type: Achiever/ New Homesteaders Location: Sunny Slopes, CA Position: Retail Manager Income: $65,000/year Lifestyle Habits: Shopping, Gym, Museum, and Cooking.
Most Likely to Buy:
Working Class Studio Re-Gift Collection
Customer Profile II
Name: Lily Age: 24 Type: Experiencer/Young Influentials Location: Ithaca, NY Position: Junior Graphic Designer Income: $43,000/year Lifestyle Habits: Travel, Hanging out with friends, Shopping, Yoga
Most Likely to Buy:
Working Class Studio Nicole Collection Planter Set
Fashion Cycle Emphasis
Industry & Market Analysis
Scope and Size
The Accessories market is fast growing in the US and there are many different avenues to the categories of accessories market. Personal accessories are only a small part of the overall accessories category, with only 6.18% (Accessories Magazine). According to the Accessories Magazine the small accessories sales went up to 15 % and unit sales up to 11% these studies were shown in 2012 Census in Accessories Magazine (Accessories Magazine).
Price Points in the Market
Passport Holder Laundry Bags Cosmetic/Toiletry Bag Neck Pillow Luggage Tag
Competitors : Key Brands/Labels
$ 6.00 - 45.00 $ 12.00 - 38.00 $ 5.00 - 50.00 $ 10.00 - 35.00 $5.00 - $35.00
Popular Accessory Trends
Design Trends
Design Trends Types of Finishes
Finishes on handbags can range from a variety of different things, from the seams, to the materials used such as a leather or synthetic materials. Hand bags and like products can range from a number of different colors. Finishes can also include an array of closures including: buckles, zippers, snaps, magnetic snaps, hooks, and clasps. Our Product Category
Passport Holder
Cosmetic Bags
Neck Pillow
Laundry Bag
Color Choices
Concept Presentation
Concept Board Fabrics
Out of Shape Luggage Tag
Attachable Passport Holder
Asymmetrical Toiletry Bag
Asymmetrical Laundry Bag
Hardware
Organic Cotton Knit 100% Organic Cotton
6 Gauge PVC Vinyl 100% Vinyl
EcoPUL 100% Polyurethane Laminate
Organic Cotton Twill 100% Organic Cotton
Get-A-Head Neck Pillow
Color Scheme
Winter Sky
Sea Blue
Limeade
Papyrus
Sahara Sun
Golden Ochre
Prints
Papyrus Print 1
Papyrus Print 2
Brushed Nickel Print 1
Brushed Nickel Print 2
Brushed Nickel
Color Scheme Winter Sky 15-4105 Sea Blue 16-5721
Limeade 13-0645
Brushed Nickel Print 01
Brushed Nickel Print 02
Papyrus 11-0107 Sahara Sun 13-1031 Golden Ochre 16-1346 Brushed Nickel 18-0510
Papyrus Print 01
Papyrus Print 02
Fabrication & Findings Organic Cotton Magnetic Snaps
Organic Cotton Twill
Buckles
Zipper ecoPUL
Carabiner
6 Gauge Vinyl
Out of Shape Luggage Tag The Grove Collection: Out of Shape Luggage Tags
JE34402 Fabric Content: 100% Organic Cotton Twill, 6 Gauge Vinyl Wholesale:$9.60 MSR:$12.00
Available Colors: Sea Blue, Papyrus, Papyrus Print 1 Papyrus, Brushed Nickel Print 2 Brushed Nickel Print 1, Papyrus Papyrus Print 2, Sea Blue
Attachable Passport Holder The Grove Collection: Attachable Passport Holder
Available Colors: Papyrus Print 2, Papyrus Papyrus, Winter Sky Limeade, Brushed Nickel Print 2 Sea Blue, Papyrus
DS3800 Fabric Content: 100% Organic Cotton Twill, 6 Gauge Vinyl Wholesale:$14.40 MSR:$18.00
Asymmetrical Toiletry Bag The Grove Collection: Asymmetrical Toiletry Bag
FZ5485 Fabric Content: 100% Organic Cotton, ECO Polyurethane Laminate Wholesale:$19.20 MSR:$24.00
Available Colors: Papyrus Print 2, Sea Blue Limeade, Brushed Nickel Print 2 Brushed Nickel Print 1, Papyrus Papyrus, Papyrus Print 1
Get-A-Head Neck Pillow The Grove Collection :Get A Head Neck Pillow
Available Colors: Limeade, Papyrus Print 2 Winter Sky, Papyrus Papyrus Print 2, Sea Blue Papyrus, Brushed Nickel Print 1
CY2208 Fabric Content: 97% Organic Cotton, 3% Lycra, 100% Organic Cotton Wholesale:$20.80 MSR:$26.00
Asymmetrical Laundry Bag The Grove Collection: Asymmetrical Laundry Bag
DS1989 Fabric Content: 100% Organic Cotton, ECO Polyurethane Laminate Wholesale:$30.40 MSR:$38.00
Available Colors: Limeade, Papyrus Sea Blue, Papyrus Brushed Nickel Print 2, Papyrus Papyrus Print 1
The Grove Collection: Line Sheet
Branding Presentation
Brand Identity
Letter Head
Business Cards
Phone/Tablet App
Website
Search Account Login
Products
Wholesale
About
Shopping Cart
Blog
100% Organic Materials
Recyclable Products
Socially Responsible Tarlock Canvas Bag COMPANY About Us Blog Wholesale
HELP Contact Us Orders FAQs
CONNECT Twitter Facebook Pinterest
Hang Tags
Packaging
Marketing Presentation
Advertisement
Advertising Venues
• Magazines
-Real Simple -Conde Nast Traveler -Lucky -American Airlines Magazine
• Online
-Ecology Website -Ebags Website -Amazon.com
• Billboards
-Lamar -Clear Channel
• Email • Social Media
-Facebook -Twitter -Instagram
Venues Search Account Login
Products
Wholesale
About
Shopping Cart
01. Ecology Website
Blog
Our on-line retail site will be used to distribute our products to customers and wholesalers who are interested in our products.
100% Organic Materials
Recylable Products
Tarlock Canvas Bag COMPANY About Us Blog Wholesale
HELP Contact Us Orders FAQs
02. E-Bags Website
The E-Bags website is a site that sells handbags, travel accessories and more. Price Points: $6.99 to $595.00
Venues
03. The Art & Found
It is a brick-and-mortar shop located in Ithaca, NY and a sustainable clothing store that provides customers with an eco-friendly choice in their shopping experience. Price Points: $29.00 to $135.00
04. Yosemite National Park
Gift Shop
This brick-and-mortar shops include gifts, keepsakes, collectibles, and more. A frequent stop for tourists visiting the area. Price Points: $1.99 to $68.99
Visual Merchandising
The Travel Goods Show
Dates: March 11-13, 2014 Attendees: • Altman Luggage • Bagagli Luggage Boutique • Highlands Emporium • Natalie’s Handbags • McLean Luggage • Macy’s
Cost : $1,200 Space Dimensions: 10’x60’, 600 sqft
GALLA LA Gift Mart
Dates: January 21 – 27, 2014 Attendees: • AZ Imports • C & J Company • PALECEK • Mideko • W World
Cost : $2,500 Space Dimensions: 20’x30’, 6,000 sqft
New York International Gift Fair
Dates: February 1-6, 2014 Attendees: • VANITY FAIR • LOS ANGELES TIMES • Design NJ • Carly is Inspired • Economic Daily • Smart Retailer
Cost : $2,000 Space Dimensions: 20’x20’, 4,000sqft
Product Launch
Venue: Hotel Zetta 55 5th Street San Francisco, CA 94103
Theme: Contemporary & Fresh Cost: $800.00 for space rental
Product Launch Caterer: Le’s Kitchen Catering PO BOX 422583 San Francisco, CA 94142 Menu: • Crispy Vegetarian Rolls • Chicken and Prawn Lotus Salad • Crispy Wonton Wrapped Bacon Shrimp • Seafood Jasmine Fried Rice • Vegetable Tempura • Cost: $1,500
Product Launch
Entertainment: DJ Omar Omar Perez Twitter: @clubmouthwash Music Genre: Pop/Dance Cost: $100/hr
Detail Product View
Front
Back
Front
Back
Front
Back
Inside
Side
Detail Product View Front
Front
Top
Back
Side
Side
Inside
Press Kit
About Us Ecology began in 2013 by a group of Savannah College of Art & Design (SCAD) students who were looking to create a line of fun and quirky travel accessories. What initially started as an idea to design a playful collection of travel accessories turned into a line of sustainable and eco-friendly products. After months of research, sketching, negotiating, and revising, the first line of travel accessories came to life as five different styles which included a luggage tag, passport holder, toiletry bag, laundry bag, and neck pillow. Now based in San Francisco, Ecology has become a market leader in Web based sales of travel accessories.
Mission
With positivity and an eco-conscious thinking being the foundation of who we are, Ecology takes steps to use and promote the growth of environmentally friendly products. Our goals are to focus on economizing with resources and aiding to produce a better everyday life for people—which includes living more sustainably.
Our Customers Are:
YOUNG
65% AGE 20-45
MIDDLE CLASS
EDUCATED
77% 83% $40,000+
COLLEGE +
Customer Profile I
Name: Felicia Age: 39 Type: Achiever/ New Homesteaders Location: Sunny Slopes, CA Position: Retail Manager Income: $65,000/year Lifestyle Habits: Shopping, Gym, Museum, and Cooking.
Most Likely to Buy:
Working Class Studio Re-Gift Collection
Customer Profile II
Name: Lily Age: 24 Type: Experiencer/Young Influentials Location: Ithaca, NY Position: Junior Graphic Designer Income: $43,000/year Lifestyle Habits: Travel, Hanging out with friends, Shopping, Yoga
Most Likely to Buy:
Working Class Studio Nicole Collection Planter Set
E-Commerce Statistics
Travel Statistics
The National Air Traffic Controllers Association reports between 25,000 and 30,000 passenger flights in the US per day totaling to 1.5 million people per day
10% of
Americans travel abroad each year
Source: http://www.perceptivetravel.com
30% of
Americans travel by air each year
Best Accessories When You’re On the Go
Whether you’re going to grandma’s house or overseas, we’ve gone through mounds of travel accessories and picked the top 6 that are a must have for the modern day nomad. We’ve introduced a variety of products from bags to luggage locks and more.
1. Hibermate™ Sleeping Mask This one-of-a-kind sleeping mask that totally blocks out light, there is no light seepage from under the nose or from the sides. It significantly blocks out noise, tand reduces or absorbs sounds by about 50%.
$39.95
2. Flight 001 Spacepack Lingerie Cases Not only do these trendy lingerie bags (purple for her, yellow for him) have double-sided compartments to separate clean and dirty skivvies, but they also save precious luggage space.
$18.00
3. Tumi T-tech Rfid Travel Organizer Features RFID-blocking technology, which denies potential hackers and identity thieves from access your personal and financial information, which is stored on chips now embedded in US passports, driver’s licenses, and credit and debit cards.
$35.00
4. Ecology Asymmetrical Laundry Bag This isn’t your ordinary laundry bag, with it featuring a funky asymmetrical flap, eco-friendly materials and side pockets for easy access to detergent and other laundry products.
$38.00
5. Cedar 3-in-1 Brush Travel Accessory Address most of your grooming needs with this Cedar 3-in-1 Brush. The handle is cleverly designed as a shoe horn, while the lint remover and bristled brush work to remove lint and hair from most fabrics. Constructed of plastic and natural, aromatic cedar.
$10.00
6. Necktie Travel Roll Storage Device Travel in style and ease with this great necktie travel roll from Enrico Pardini. Simply place your tie within it’s elastic bands, roll it from top to bottom, and you’re ready to travel for a simple and wrinkle free experience. Then once you’ve made it to your destination unroll it and let it hang on any hanger in your closet.
$15.00
Press Release Ecology Creates Mobile App for E-Commerce SAN FRANCISCO, Sept. 18, 2013—Ecology announces the launch of its smart phone/ tablet app on its on-line website (http://www. ecologytravel.com), the exclusive purveyor of the unique products of co-founders: Arriana Drakes, June Ouyang, Nicole Drain, and Whitney Simpkins. Ecology’s trademark asymmetrical bags catapulted onto the scene when co-founders noticed a lack of environmentally friendly travel accessories in the market in late 2013. Since then, Ecology’s bags have become a highly demanded staple in the life of the modern traveler—and the pages of prominent magazines such as Lucky, Conde Nast Traveler, and Real Simple. The asymmetrical laundry bag also has become a sensation and now available on the company’s app as well as other products. Ecology’s products have carved out a niche in the travel accessories industry due to the quirky appeal of its luggage tags, passport holders, toiletry bags, laundry bags, and neck pillows. The accessories are recognized for their whimsical flair, with touches of playfulness and influences from nature. Products often feature
asymmetrical elements of organic and/or sustainable fabrics that are harmless towards the environment. Not only does Ecology’ products benefit the environment, but they also benefit the U.S. economy due to the fact that it is manufactured in the United States. Despite the higher costs of labor and materials, the brand still manages to sell products at a lower price than those of competitors. The mobile app features the options of shopping on mobile devices for Ecology products, finding a store selling the products, as well as getting connected to the brand by being able to follow their blog and other social media sites. Ecology hopes to improve sells of products with this more accessible form of shopping after noticing a steady increase of mobile sales. Ecology will update the app seasonally to feature all of products and latest designs. Contact: Nicole Drain 469.223.2931 Email: ecology310@gmail.com http://www.ecologytravel.com ###
The Grove Collection
Born from nature. Born for travel.
Catalog Out of Shape Luggage Tag:
Easy to carry, this luggage tag features solid sea blue color outside and fun print inside. Attached with a snap on the center of the opening, it allows users easily and securely access the tag.
Attachable Passport Holder:
Equipped with Carabiner, this easy-to-carry passport holder functions efficiently and securely during the travel process. Quirky shape see through window and back pocket adds fun and unique experience to users.
Asymmetrical Toiletry Bag:
Two window openings on the top helps users securely carry the bag. Innovative placement of the prints add excitement for visual presentation. Attached with zipper on the opening and a back pocket, items can be safely stored. The soft upper body also allows users put in more items compared to normal toiletry bag.
Get-A-Head Neck Pillow:
Enhanced the shape of normal neck pillow, this product helps support users’ neck effectively. Two pockets on each side allow users put music players inside during traveling. The snap on the front improves the way of carry this product, which resolves the common problem of dropping the neck pillow on the floor.
Asymmetrical Laundry Bag:
Differs from usual laundry bag, this multi-functions product adds delightful touch during the using experience. Users can carry the bag either by hand or shoulder. With innovative design of the strap attached on the back, it provides more options of the way of carry. Two funky shaped pocket on the each side can be used to place smaller items such as stocking.
Advertising Campaign
Advertising Campaign
Born from nature. Born for travel.
Advertising Campaign
Born from nature. Born for travel.
You are Cordially Invited To Ecology’s Product Launch
Saturday December 14th, 2014 6:00PM-10:00PM Join us for cocktails and Contemporary Asian Cuisine as we launch “The Grove Collection” by Ecology, a sustainable collection of travel bags! Shop and preview our fall collection early
RSVP by November 24th, 2014 Contact Arriana Drakes (678)258-5831
Founders Arriana Drakes
Shujun Ouyang
Contact At:
Contact At:
arrianadrakes@gmail.com
shujun.oy@gmail.com
Nicole Drain
Whitney Simpkins
Contact At:
Contact At:
ndrain92@gmail.com
whitneysimpkinsws@gmail.com
Fashion Marketing Major
(678)258-5831
Fashion Marketing Major
(469)223-2931
Fashion Design Major
(912)713-7292
Fashion Design Major
(803)439-5072
Contact
Public Relations Department Ecology310@gmail.com (469) 223-2931
Conclusion
Overall Ecology introduces new creative and Eco-conscious ideals to major companies and their consumers with a variety of travel accessories. With positivity and Eco-conscious thinking being the foundation of who we are, Ecology takes steps to use and promote the growth of environmentally friendly products. We believe our product is superior to others in the market due to the sustainability of the materials, along with unique and innovative designs. Our competitive advantage is our speed to market, along with a low cost producer status.
Luggage Tag Cost Sheet
Passport Holder Cost Sheet
Toiletry Bag Cost Sheet
Laundry Bag Cost Sheet
Neck Pillow Cost Sheet
October 2013