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ABOUT At Anthony Moore we personally spend careful time and consideration choosing the finest materials for our products. Our small, limited-edition batches feature individual attributes not available for mass production. Our leather is of the highest quality available allowing each pair of boots, as well as each bag and other goods to have their own unique character. The people who make these goods do so with expertise, care and passion. All of this combined creates a simple, purposeful aesthetic with superior construction and smart design for the customer who is loyal to our brand. Our diffusion line, Mitchell by Anthony Moore is an extension of the lifestyle of what our brand represents. Mitchell is where customers can be the designer. We offer a personalized line in which customers have the opportunity to create every aspect of the bag for the ultimate personalized experience.
“Our goods are crafted, not produced, and we value traditions over trends.”
PRODUCT We create high quality leather good products including Men’s boots, shoes, bags and belts. This creates a personalized and memorable experience at Anthony Moore for our customer to appreciate their life-long one of a kind product. Our diffusion line, Mitchell by Anthony Moore will be a higher end line of Anthony Moore in which customers can get all of their products customized with any material, and any size. 5
MARKET RESEARCH CITY START UP +
We will be based out of Portland, Oregon for a variety of reasons. Portland is an “emerging entrepreneurial hub around the country with start up aspirants.” Geographically speaking, Portland sits near the coast between silicon Valley and Seattle for a customer epitomizing our company. The layout of Portland is easy to navigate with a transportation system that many use. People who live here are able to have a nice house with parallel lifestyle while being downtown. Green areas, skiing, and the beach can all be reached within one hour. Portland is also known for as being the most affordable city on the west coast. From a marketing perspective customers are able to appreciate items they choose to invest in. This can include but is not limited to living arrangements, and clothing.
SUCCESSFUL COMPANIES +
In 2004, Jive, a software company that makes social marketing tools, decided to move from pricier NYC to laid back west coast city. Five years later it posted annual revenue of $30 million. According to David Hersh the chairman of board of Jive. “ Its just the overall psyche of the city around its kind of aggressive independence that makes for a very vibrant startup culture. I think downside is getting beyond the startup into massive expansion mode. (That’s) where it may be more difficult.”
STORES IN AREA +
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COMPETITORS
S W O T A N A LY S I S
STRENGTHS:
TRENDY
Our originality and loyalty to our customers create a unique retail experience with innovative leather good products. Our company is targeted to a wide customer base for a variety of activities whether for work or pleasure. $
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WEAKNESSES:
Existing customer reactions to our customers could hinder business, along with market entry barriers to existing companies will challenge Anthony Moore as we reach out into the market place.
OPPORTUNITIES:
Crafted Design, Increasing brand values while identifying a need for our products within the marketplace. There are no companies like us in the industry within our location . Our promotional strategies will be beneficial.
CLASSIC
THREATS:
PETER NAPPI
ANTONIOLI
WOODLANDS
ANTHONY MOORE
Existing businesses with similar products who have already established themselves will threaten the success of our business. We will have to differentiate ourselves with materials and design.
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[COMPETITORS]
In Cascadia, we’ve got the mountains at our feet and the ocean at our back—or if you prefer, the other way around—and in between sit The Woodlands. These places are more than just an escape and a haven for us: they’re our backyard. The Woodlands influence us, from what we carry in our pockets to how we view a 5-day forecast (in our case, a perpetually damp one). We’re proud to offer a range of products that we wear, use, drink and read in these places and the cities and towns we call home. We don’t “curate” anything--except a really good bedside table--and we try not to treat anything as precious. If we sell it, we stand behind it, and most likely in it. Also, we might have made it. We’re partial to things made by hand, and we’re especially fond of being able to actually shake those hands whenever possible. So, welcome to the Woodlands. Come in, look around, sit for a while. Coffee’s on now, soon there will be beer. Know any good stories?
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In 1887 Peter Nappi was born in Italy where he learned the craft of boot making. Eventually, he settled in the United States at the turn of the Twentieth Century. He brought with him a culture of long established traditions, a passion for life, a love of beautiful crafts and a point of view quite different from modern day America. Peter Nappi probably did not think of himself as special or worthy of admiration. He simply worked hard and took courageous steps to provide for his family. We hope these products honor him and his legacy. It’s important to us not to offer products that could be described as manufactured. All of the products we feature are made with the finest materials. We personally spend careful time and consideration choosing the materials. Our small, limited-edition batches feature individual attributes not available with mass production. The leather is of the highest quality available and allows each pair of boots, as well as each bag and other goods, to have their own unique character.
Antonioli is an artisanal shoe brand based in Rome, founded by Simone Cecchetto in 2006, with the concept to create each single leather show by hand using various old world techniques and modern treatment methods. The combination of luxury leathers combined with the unique treatments is what makes each piece a wearable work of art and perfect for an urban lifestyle. The brand Antonioli brings with its name a guarantee and a trust that all the luxury brands selected are to cater an informed and fashion conscious client who love the possibilty to have choices in innovative and fashionable new trends, be it in clothing, accessories and footwear Antonioli is also a guarantee to designers that there image and reputation are always highly respected. In 2009 Claudio Antonioli launched www.antonioli.eu e-shop, a smart and easy way to enjoy shopping on line. Thanks to the latest advances in social media technologies and reliable postal services, Antonioli’s clients can purchase their favorite brands from the boutique collection consulting directly Antonioli’s expert personal shoppers.
$300 Made in the USA Leather lined for a vintage inspired look and rich hand feel Danner's hand-crafted stitchdown construction increases durability and underfoot stability Portland made 503 last has a casual fit without compromising Danner's comfortable lace-to-toe construction
$745 Made in USA Named after our dear friend who is always on the forefront of fashion. The Murdaugh embodies his idea to combine the design of the Julius with a taller stovepipe or shaft. The strong but supple Kudu leather becomes even more comfortable with continued wear.
$478 Volta for Antonioli Volta Leather boots in brown with perforated details, a black lace up front, logo on the tongue and a vibram ecostep sole. This boot is 100% leather
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TA R G E T M A R K E T + 10
In Portland Oregon, The customer targeted at both Anthony Moore and Mitchell by Anthony Moore is a client who trusts the brands they invest in. There are a few targets that we will focus on as we grow our company. We decided to target zip code 97034. With a median age of 47 years of age, this zip code is a much younger demographic than established neighborhoods. Their median income level is $92,100. By focusing on ‘Power Couples’ and ‘Corporate Climbers’ our company already has an existing market, while expanding to a much larger population segment that may not be aware of companies like ours.
MOOD OF PORTLAND +
“Portland embodies a slight aggressive cohesiveness that comes with being a smaller city. Many want to prove themselves to the world which translates into a very tight knit entrepreneurial community.�
P O R T L A N D, O R . 11
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“Power Couples� seem to have it made. They have six-figure incomes, designer decorated houses, and high balances in their income-producing assets. This customer typically has a college education and holds a management job. They also tend to be cultured consumers who travel the world subscribe to publications like Forbes and Architectural Digest and shop at swanky stores like Lord & Taylor, and Barneys. This is the customer that epitomizes our brand. Although they do make a high income, this person does not like to be flashy, but enjoys products that make them feel good.
2011 Statistics US Households: 2,838,279 (2.43%) Median HH Income: $101,204
This customer buys products because of their function and look rather than price. Since price is not ever a breaking point, these clients appreciate the high quality leathers and craftsmanship that goes into each product.
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Lifestyle & Media Traits Traded online in past 3 months Opened mutual fund online Variable life insurance Shop at Bloomingdales Read The Economist Demographics Traits Urbanicity: Mix Income: Wealthy Income Producing Assets: Elite Age Ranges: 45-64 Presence of Kids: HH w/o Kids Homeownership: Mostly Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: White, Asian, Mix
C O R P O R A T E C L I M B E R S “Corporate Climbers� are singularly focused on their careers. These people are mostly 35-54 years of age without children. These white and Asian singles and couples have professional jobs and upper-middle class incomes but below average assets. To maintain their busy lifestyle these customers use credit liberally, using high-end credit cards with revolving balances. They fill their leisure time with sports and entertainment including mountain biking, and skiing while frequently visiting local bars and nightclubs. To improve their financial lot, they read self-help business books, and subscribe to the Wall Street Journal. These are the customers that will expand our target market and invest in our products instead of buying them impulsively. 2011 Statistics US Households: 1,823,333 (1.56%) Median HH Income: $58,718 Lifestyle & Media Traits Am Ex Optima w/ revolving balance Direct deposit AD&D insurance Go in-line skating Read GQ Demographics Traits Urbanicity: Metro Mix Income: Upper-Mid Income Producing Assets: Moderate Age Ranges: 35-54 Presence of Kids: HH w/o Kids Homeownership: Mix, Owners Employment Levels: Professional Education Levels: College Graduate Ethnic Diversity: White, Asian, Mix
This customer purchases good at opening price points from $250 - $650. He will not usually buy custom items, but enjoys our products due to the company aesthetic and quality of goods.
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BRANDING + 14
Branding elements at Anthony Moore are aesthetically pleasing for viewers to look at. Our logo is abstract and modern that compliments our packaging, marketing strategies, and retail facets. Mitchell by Anthony Moore is a modified version of the company’s logo as a whole. At our retail stores, our packaging will include a wooden monogrammed box for boots, and leather goods. They will be wrapped in a dust cover with laser cut leather tags with our logo in the center. This clean tasteful design reflects our customers lifestyle.
BRANDING
LOGO FOR ANTHONY MOORE
PA C K A G I N G
LOGO FOR MITCHELL BY ANTHONYMOORE (DIFFUSION LINE)
L E AT H E RW O R K S
BOOTS - B AGS - STUDIO - OBJEC TS t: 512.690.1524 anthonymoore.com
P O RT L A N D , O R E G O N
GRAPHIC DESIGNER: J O S H U A L O U I S R YA N K O P E I K A 15
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BRAND ELEMENTS
LOGO
[INSPIRATION / BRAND ELEMENTS / INTERIOR ]
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We will be designing our logo to represent and replicate our brand to attract our customer reflecting his lifestyle. The simple aesthetic will be catching to the eye, yet easy to recognize. The font will be modern, but the design rustic.
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B R IC K & MORTA R + 20
At Anthony Moore we will open our company with one brick and mortar store in which we make our leathers, fabrics, design our products and sell them in house. We strive to replicate the emotion our customers feel when they shop in our impeccable brick and mortar retail space without resembling the traditional shopping experience in any shape or form. We plan on selling our products at department stores including Barneys New York, Bergdorf Goodman, Saks Fifth Avenue, and Neiman Marcus. After five years we will expand to the East Coast opening Brick & Mortar stores in Chicago , Boston and New York City. Within ten years Anthony Moore products will be sold internationally in three continents. [North America, Europe, and Asia.] We will also sell our leathers to companies who are interested in buying Anthony Moore Leathers. We will not sell any leathers used in Mitchell or Anthony Moore considering they will be exclusive to our company.
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E-COMMERCE + 24
Our website home page embodies a similar aesthetic to our brand. The interactive home page is interesting to look at and easy for any customer to navigate. When the mouse hovers over a product, the name of the product category appears and the rest of the images are transparent. After the customer clicks a particular product category the customer can easily shop for not only the product they were initially looking for, but for similar or matching products our merchandising team has put together for customers. Our website also acts as an informational tool for customers to learn more about our company, while being inspired. We have our look books, videos displaying the leather work process, along with partnerships and a personal journal from our design team with trends and inspirational photos.
[E-COMMERCE]
FOOTWEAR
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MERCHANDISE PLAN +
MERCHANDISING PLAN
PRICING
Anthony Moore is a line specific for men’s leather goods including a merchandising mix of shoes, bags, and accessories. Within each category, our customer will have a variety of leathers to choose from for each product. By emphasizing a smaller product range this will emphasize the products we focus on by truly perfecting its craft. Seasonally, we focus on a variety of different colors of leathers and different styles of bags for a variety of activities focused on our customer.
Mitchell by Anthony Moore is our diffusion line making it possible for men to personalize any bag, shoe, watch, or accessory with every and any possible detail. From external and internal materials and colors to the inner plaque in which customers can add their name. These handmade products are specifically made for the wants and needs of the customers desire. This will be presented in an all exclusive packaging box with a personal note about each product.
LEATHER BAGS:
$595 - $2,500
SHOES & BOOTS:
$395 - $1,200
SMALL LEATHER GOODS:
$120 - $795
ACCESSORIES:
$150- $350
TIMEPIECES:
$425-$1,500
OUR PRICING FOR MITCHELL BY ANTHONY MOORE WILL VARY DEPENDING ON SIZE, COLOR, FABRIC, AND DETAILS. OUR STARTING PRICE POINT FOR BAGS START AT $1000, SHOES $595, TIMEPIECES $900, SMALL LEATHER GOODS $500, ACCESSORIES $295. EACH CUSTOMER WILL RECEIVE A PACKAGE CONSISTING OF COLOR, AND FABRIC OPTIONS.
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P R O M O T I O NA L S T R AT E G Y GOAL Our goal is to replicate the emotion our customer feels when they shop in an incredible physical store without resembling the traditional shopping experience in any shape or form.
SPECIAL EVENTS Our promotions will include in store events collaborating with whiskey brands, musicians, and restaurants with a similar clientele to ours for social nights out for men only, and men and women. We will also partner with charity events in the area in which Anthony Moore will sponsor and support local and national causes.
FA C T O RY P R O M O T I O N S Complimentary promotional gifts during holiday seasons for purchases over $1,000 (Gifts will include small leather goods with our logo exclusive for these promotions / not for sale)
P U B L I C R E L AT I O N S Creating pop up stores conceptualized with the concept “Road Trip Across America� in upcoming trendy cities similar to Portland. We will also send samples to affluent and influential socialites, celebrities and clients in the area specific to our target customer enhancing our clientele.
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D I G I TA L M A R K E T I N G Anthony Moore will not advertise online but we will use Facebook, Tumblr and Twitter to promote events, display new products and to keep in touch with our customer. Our Tumblr will act as a digital inspiration journal for customers and viewers to better understand the aesthetic of our brand, and gather inspiration.
BLOG TICKER Facebook: 800 million clicks+ Twitter: 200 million clicks+ Tumblr: 42 million clicks + (20,873,182 Individual Blogs)
[ Tumblr has 7 million more individual blogs than any other blogging platform like Pinterist] 29
[ A D V E RT I S I N G / C O L L A B O R AT I O N S ]
We will send out monthly postcards and pamphlets for our customers, along with those both in an around our target market. We will not advertise in magazine publications, but will offer our goods to be photographed in magazine editorials such as Fantastic Man, i-D, and Mark.
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Anthony Moore will find it beneficial to collaborate with unique leather good and fashion companies to expand the name of our brand. These structured methods of co-operative ventures with Comme des Garcons, and Bleu de Chauffe will extend our brand into an International Market.
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CREATIVE DIRECTION + 32
MEN OF DISTINCTION FALL WINTER 2013
At Anthony Moore & Mitchell by Anthony Moore we strive to create an overall atmosphere parallel to the experience one gains when shopping with us. For our Fall Winter 2012 season, we will be focusing on ‘Men of Distinction.’ This concept is based off of an on going conversation with men who create, explore, advocate and inspire. With limitless opportunities to explore, men are surpassing basic ideas to change the way people view the future.
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Cover: Simple solid cover with logo in center Mood: Warm lighting, yet crisp & clean. (Modern / Rustic) Photographer: Dylan Shaw Location(s): Stewart Residence / 35 & Barnard (Porch, Inside on couch, backyard & red truck) Concept: The photoshoot will express who our customer is, while showcasing our leather goods. First, Dylan Shaw (photographer) will photograph the process of designing a pair of men’s shoes. The shoes will be hand welted by accessories major, Sophia Weston. The workshop photographs will involve detailed close up shots of the process of creating such a unique pair of shoes, with low warm lighting. The second part of the photoshoot will be more about “lifestyle.” The photographs will be laid back and candid. We will show how the men who buy our line of accessories live their day to day lives. We want to embody our customer by showing them wearing the product in a real life scenario. He enjoys being relaxed, outdoors, while maintaining his distinctive personality. When designing the look book, we will merge both concepts together as a progression of the loyalty our craftsman have within our brand, extending to the loyalty our customers. By emphasizing the details of our product with the lifestyle of our customer, we will create a clear vision of what Anthony Moore has to offer. For Mitchell we will be photographing the process of creating leather bags and shoes (this emphasizes the personalized process)
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CAVALIER KNOWITALL
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[STYLE / BEAUTY]
The style and beauty we aim for within our look book embodies the customer targeted at Anthony Moore. A rugged, yet classy male with long slicked back hair and facial hair creates this vision. Their clothing will be simple, casual yet stylish clothing that compliments our leather goods and shoes.
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[MODELS]
Max Robinson
Parker Stewart
Jimbo Hickman
Jackson DuMouchel
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LOOK BOOK CREDITS / LOCATION: STEWART RESIDENCE / SAVANNAH, GA PHOTOGRAPHER: DYLAN SHAW EDITORS / STYLISTS: PERRI ROTHENBERG, KATE MOORE, NIKKI CAPIZZO MODELS: PARKER STEWART, MAX ROBINSON, JACKSON DUMOUCHEL, JIMBO HICKMAN, SEBASTIAN JUSTICE-WERVE. DESIGNERS: CIARAN MCGUIGAN / LADMADE, MIKA BEKTOR / AVUND SOPHIA WESTON NIXON WATCHES RAY-BAN HERMES MASON MARGIELA COLE HAAN KENNETH COLE CLUB MONACO EBEL FASM 210 / JINAH OH / FALL 2012
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WORKS CITED / -Malone, Scott, and Ernest Scheyder. “As China Costs Rise, Technology Lures U.S. Factories Home.” Reuters. Thomson Reuters, 24 July 2012. Web. 06 Nov. 2012. <http://www.reuters.com/article/2012/07/24/us-usa-manufacturing-onshoringidUSBRE86N05M20120724 >. -”Data.” Visualization Gallery. Census Bureau, n.d. Web. 06 Nov. 2012. <http://www.census.gov/dataviz/ >. -”Do Your Market Research | SBA.gov.” Do Your Market Research | SBA.gov. N.p., n.d. Web. 06 Nov. 2012. <http://www. sba.gov/content/conducting-market-research >. -” .” 2012 Best Retail Brands. N.p., n.d. Web. 06 Nov. 2012. <http://www.interbrand.com/en/BestRetailBrands/2012-BestRetail-Brands.aspx >. -”BoF “ The Business of Fashion | Fashion News, Analysis and Business Intelligence from the Leading Digital Authority on the Global Fashion Industry.” BoF. N.p., n.d. Web. 06 Nov. 2012. <http://www.businessoffashion.com/ >. -”WWD.” Fashion, Beauty and Retail News. N.p., n.d. Web. 06 Nov. 2012. <http://www.wwd.com/ >. -” .” WeConnnectFashion.com. N.p., n.d. Web. 06 Nov. 2012. <http://www.weconnectfashion.com/ >. -”Stylesight.” Fashion Trend Forecasting and Analysis. N.p., n.d. Web. 06 Nov. 2012. <http://www.stylesight.com/ >. -”100 Best 2012.” 100 Best 2012. N.p., n.d. Web. 11 Nov. 2012. <http://www.oregonbusiness.com/100-best-2012 >. -”Www.retailstorewindows.com .” Www.retailstorewindows.com . N.p., n.d. Web. 11 Nov. 2012. <http://www.retailstorewindows.com/ >. -”DaVinci Assortment Planning.” DaVinci Assortment Planning. N.p., n.d. Web. 11 Nov. 2012. <http://www.davinci-retail. com/ >. Blog/tumbler: -”Lyla & Blu.” Lyla & Blu. N.p., n.d. Web. 06 Nov. 2012. <http://www.lylaandblu.com/ >. -”THE FRYE COMPANY.” THE FRYE COMPANY. N.p., n.d. Web. 06 Nov. 2012. <http://thefryecompany.tumblr.com/ >. -”NOT JUST A LABEL | Discovering and Supporting Pioneers in Contemporary Fashion.” NOT JUST A LABEL | Discovering and Supporting Pioneers in Contemporary Fashion. N.p., n.d. Web. 11 Nov. 2012. <http://www.notjustalabel.com/ >.
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