INDIDRESS Adaptive Clothing For Women
KAMILAH BUTLER. SARAH JAYNE. ANITA BERISHA
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Table of Contents INDIDRESS Table Of Contents....................................................................................................................................Page 2 Executive Summary...................................................................................................................................Page 3 Mission Statement...................................................................................................................................Page 4 Company Values.......................................................................................................................................Page 5 Vision Statement......................................................................................................................................Page 6 Industry Analysis.......................................................................................................................................Page 7 Target Market............................................................................................................................................Page 8 4A Model......................................................................................................................................................Page 9 Indidress SWOT Analysis....................................................................................................................Page 10 List of Competitors.................................................................................................................................Page 11 Eileen Fisher SWOT Analysis.............................................................................................................Page 12 Tommy Hifiger Adaptive SWOT Analysis.....................................................................................Page 13 J.Jill SWOT
Where are you going to sell your product?.....................................................................................Page 44 Initial Product Launch.........................................................................................................................Page 45 Social Media..............................................................................................................................................Page 46 Website/Coupon.....................................................................................................................................Pag e 47 Mailing Catalog.......................................................................................................................................Page 48 Spokesperson............................................................................................................................................Pag e 49 Calendars...................................................................................................................................................Pag e 50 Utilizing PR/ROI...................................................................................................................................Page 51 Sales Strategy............................................................................................................................................Page 52 Financials for 3/30 Delivery..................................................................................................................Page 53 Financials for 4/28 Delivery.................................................................................................................Page 54 Benefits Of Our Strategy......................................................................................................................Page 55 How to Reach Us....................................................................................................................................Page 56
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Executive Summary There are different types of arthritis that exist, each containing different symptoms but most of which include swelling and tenderness of joints. As time goes on, these symptoms get worse and can not be cured. Our clothing brand gives a solution to women struggling with arthritis by providing clothing that works with their joints in a way that makes it possible to independently dress themselves. The morals of our company stand out to us in the sense that we think it’s important to make women feel included, especially when it comes to fashion. In order to do this,
we plan on making magnetic and velcro closures and zipper pulls to treat arthritis in hands/knees. While doing so, we will also give our customers the options of fashionable clothing that they can mix and match with other styles in our collection. By succeeding in this, women in our demographic will be able to dress themselves with ease without having to settle for just basics.
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Mission Statement
OUR MISSION: AS A COMPANY, WE SEEK TO PROMOTE AND DELIVER AN ALTERNATIVE CLOTHING BRAND THAT CATERS TO THE LIFESTYLES OF WOMEN LOOKING TO DRESS INDEPENDENTLY WITH EASE. FASHION IS AN UNSPOKEN LANGUAGE, WHICH IS WHY WOMEN WITH ALL DISABILITIES DESERVE TO BE ABLE TO SPEAK THROUGH WHAT THEY ARE WEARING. IN ADDITION TO THIS PRIMARY MISSION, WE PROMISE TO MAKE CLOTHES FOR OUR CONSUMERS THAT CAN ENCOURAGE THEM TO LOOK AT OUR CLOTHES AS NOT JUST A FASHION STATEMENT, BUT SOMETHING THAT PROMOTES SELF CONFIDENCE
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Company Values RESPECT FOR DIVERSITY All about inclusivity
INNOVATIVE
INTEGRITY
Targeting real life problems people struggle with
Count on us to be as real as our brand
WHAT WILL MAKE US SUCCESSFUL 5
Our Vision
We aspire to be one of the first diverse fashion forward brands that targets the needs and wants of women who are impacted daily by arthritis.
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INDEPTH INDUSTRY ANALYSIS Adaptive clothing is a growing market with several different areas of disabilities that aren’t being touched upon in-depth. Big brands like Tommy Hilfiger have tried to throw themselves into adaptive wear, but they are still missing some key components in their designs. Many adaptive clothing brands bite off more than they can chew by incorporating too many disabilities at once, which often dilutes the aspect of adaptive clothing. Focusing on one disability will allow for an in-depth collection that caters to all the needs of a specific disability. Arthritis is a disability that is often overlooked and is the top reason people in America are disabled according to PhysicianWeekly.com. There are two main types of arthritis: Rheumatoid and Osteoarthritis, however, Rheumatoid arthritis often occurs in younger women rather than older women. Rheumatoid arthritis is caused when a person's immune system attacks their joints causing damage and deterioration. New drugs that have been FDA approved for the treatment of adults with moderately to severely active Rheumatoid Arthritis such as AbbVie's upadacitinib (Rinvoq) 15 mg, once-daily oral Janus kinase (JAK) inhibitor. Other popular FDA approved drugs for Osteoarthritis as well as Rheumatoid Arthritis include Celebrex, Meloxicam, and Diclofenac. There are many symptoms of arthritis such as joint pain in hands, knees, hips and lower back, along with inflammation, pain, and stiffness. All of these symptoms can impact the way a person is impacted daily and lasts a lifetime. According to a study by the year 2040 it’s estimated that 78 million people will have some form of arthritis. Unfortunately, with the rise of technology use people are suffering from arthritis in hands, wrists, and thumbs. As of 2019, 23.7 million people say that arthritis impacts their daily lives causing difficulty while trying to do daily tasks. Focusing on women with arthritis is important when it comes to adaptive clothing because about 26% of women have arthritis according to cdc.gov.website. Studies have opened up people’s eyes when it comes to arthritis, but there are still many things that are untouched like trendy and fashionable adaptive clothing for people with arthritis, which is what our brand, Indidress, plans to do.
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Baby Boomer s
Target Market
The generational cohort that our target audience is a part of is the Baby Boomers generation. This generation was born between 1944 and 1964 and currently ranging between the ages of 55 to 75 years old. The majority of this generation is retired or will be retired in a few years. Baby Boomers carry some high expectations for their retirement including things like exotic trips and new experiences. However, some Boomers have put these dreams on hold because of various financial issues. Some are still in the workforce while others struggle to pay crucial expenses like medical and housing bills. The average Social Security check is $14,000 a year, hardly a cushy retirement. Only 38% of older boomers expect a pension. As for personal savings, most boomers have not saved nearly enough. In fact, 45% of boomers have zero savings for retirement, which is causing the dilemma of returning to work or staying at work. A few contributing factors include failed investments during the Great Recession and living longer, making retirement costly for today’s retirees. An April 2018 Gallup poll found that 41% of people plan to work past age 65—a 27.5% increase from 1995. For this generation, the majority of the time, their intention is to either earn an income or to fulfill a sense of self-worth, which is why most retiring adults plan to maintain some form of employment. With that being said, the most common reason people keep working is to prolong a needed income and maintain health coverage, with the newest wave of Medicare beneficiaries choosing to stay in the workforce and pursue their passions. By either cashing in retirement accounts or selling homes, boomers are finding the money to chase whatever dreams they have for themselves or their families. According to the article, Baby Boomer Spending Habits in 2020, studies have shown that one-third of employed boomers ages 67 to 72 years old have postponed retirement. In fact, what is interesting to know is that as the workforce continues to age, by 2024 we can expect 25% of workers to be 55 and over. There has been thought that a recession is in our near future, in fact, many economists believe the next recession will come by the 2020 election. Baby Boomers would be one of the first generational cohorts to be negatively impacted by the recession. Having a fixed income already puts restrictions on baby boomers’ disposable income causing them to not spend excess money on unnecessary luxuries. Being that the predicted recession is near, baby boomers will be watching their spending habits closely, which will negatively impact clothing brands like Indidress and our competitors.
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4A Model
Donna Henderson
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INDIDRESS SWOT ANALYSIS
S
W
STRENGTHS
WEAKNESSES
O OPPORTUNITIES
T THREATS
Diversity in the
Limited marketing
Branch out to
Prices of raw
retail market
Undeveloped
menswear
materials could
Can accustom to
network
Subscription box
increase
peoples needsÂ
Lack of capital as a
Extensive
start up
assortment of
High risk of failure
clothing options
as a start up
Direct to Consumer
Branch out to accessory wear to help with arthritis Open a brick and mortar location in South Carolina outlet
Possible prediction of economic recession Competition
in tourist attractions
HTTPS://KAMILAHBUTLER95.WIXSITE.COM/INDIDRESS1
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1) EILEEN FISHER Eileen Fisher focuses on making clothes for women in our target
market of 55 and older. Compared to Indidress, Eileen Fisher has a strong brand identity and product assortment. Indidress differs by offering clothing for this demographic that caters to arthritic needs.
2) TOMMY HILFIGER ADAPTIVE Both Tommy Hilfiger Adaptive and our brand are fashion-forward adaptive clothing brands that make independent dressing easier and trendy. Indidress differs because it
focuses on women in the Baby Boomer demographic that will use our clothing to better adapt with their arthritis.
3) J.JILL J.Jill is a brand that focuses on clothing that has simple closures or can be easily pulled on. Unlike Indidress, J.Jill is not known for adaptive clothing and therefore lacks innovative closures that could elevate their pieces to be more “user friendly” and cater to women who would benefit from adaptive clothing.
3 Competitors & Why 11
EILEEN FISHER
SWOT OF COMPETITOR
SWOT ANALYSIS
1) EILEEN FISHER
S
W
STRENGTHS
WEAKNESSES
O OPPORTUNITIES
T THREATS
Waste No More
Higher price points
Expanding to a
Other brands with a
Campaign
Lack of diversity in
slightly younger
more diverse voice
Sustainability in
the workforce
demographic
their products
Product is designed
Have the option to
Supporters of
for a limited target
send out a mailing
feminism and
market
catalog to their
women-owned
Social media
frequent customers
businesses
accounts don’t post
Develop a unique
A large number of
cohesive
hands-on retail
outlets in almost
information with
experience
every state
each other WWW.EILEENFISHER.COM
Technological developments by competitors Increased promotions by competitors Change in consumerstyle Having to keep up with consistently changing trends
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TOMMY HILFIGER ADAPTIVE
SWOT OF COMPETITOR
SWOT ANALYSIS
2) TOMMY HILFIGER ADAPTIVE
S
W
O
T
STRENGTHS
WEAKNESSES
OPPORTUNITIES
THREATS
Well known All
Have seen a
American brand
decrease in sales
Make a workwear
Adaptive clothing
from adaptive line
adaptive line
for men, women,
Clothing is targeted
Collaborate with
and children
mainly to
adaptive celebrities
Committed to
millennials
such as Tamara Mena
sustainability
Many companies
and Bethany Hamilton
Omni-channel
are doing the same
Runway show
Emerging fashion trends
retailer
idea at a lower
featuring all people
may be difficult to
Sold in over 100
price
with disabilities to
countries

No prior experience
advertise adaptive line
Competition from
inW adaptive wear WW.USA.TOMMY.COM/EN/TOMMY-ADAPTIVE
emerging adaptive brands Economic slowdown will reduce the want of premium priced products Other companies may be carrying similar items at a lower cost
incorporate into adaptive clothing
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J.JILL
SWOT OF COMPETITOR
SWOT ANALYSIS
3) J.JILL
O
S
W
STRENGTHS
WEAKNESSES
Compassion Fund
Lack of innovative
Campaign
styles (sticking
Give Clothes. Share
with basics)
Love Donation
Higher price points
Campaign
to their target
National omni
market with lower
channel retailer
incomes
Carry all sizes
Ambiguous with
(misses, petite,
factories/sourcing
OPPORTUNITIES Expanding retail stores internationally Possibility for collaborations with celebrities within their target market Expanding more into plus sizes
T THREATS Other brands with a more diverse collection New entrants into the market/industry Managing the financial conditions of the economy today
women's and tall) Strong brand voice WWW.JJILL.COM
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A GE NT LE GLANCE
MOODBOARD 3/30 DELIVERY 15
ROMANT IC BLIS S
MOODBOARD 4/28 DELIVERY 16
FABRIC CARD 17
Color Card
3/30 DELIVERY FASHION COLORS
3/30 + 4/28 DELIVERY BASIC COLORS
4/28 DELIVERY FASHION COLORS
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P RINT CARD
Ash Grey Pinstripe
Pink Cadillac Floral Print
Gardenia White Pinstripe
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PRODUCT ANALYSIS 20
Lightweight 3/4 Sleeve Jacket Lightweight Silk Du pioni 100% Silk Sizes XS/S/M/L/XL
Summer Delivery
Style #: 302
Spring Delive ry
Price $120.00 (65% MU)
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Sizes XS/S/M/L/XL Price $25.00 (75% MU)
Summer Delivery
T-Shirt Weight Jersey 46% nylon 42% polyester 12% spandex
Spring Delive ry
Fitted Spaghetti Strap Camisole w/ Cross Back Detail
Style #: 102
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Sleeveless Maxi Dress w/ Adaptive Triangle Zipper Pull
Price $115.00 (65% MU) Style #: 303
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Stretch Cotton Twill 75% Cotton 22% Polyamid e 3% Elastane
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Capped Sleeve Midi Dress With Magnetic Shoulder Closures
Price $100.00 (65% MU) Style #: 103
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Ponte 62% Rayon, 32% Nylon, 6% Spandex
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Half Sleeve High Low Cardigan
Price $95.00 (65% MU) Style #: 101
Summer Deliv ery
Sizes XS/S/M/L/XL
Spring Delivery
T-Shirt Weight Jersey 46% nylon 42% polyester 12% spandex
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Sizes XS/S/M/L/XL Price $65.00 (75% MU)
Summer Delivery
Ponte 62% Rayon 32% Nylon 6% Spandex
Spring Delive ry
Mock Neck Tank Top w/ Triangle Zipper Pull
Style #:201
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High Waisted Straight Leg Pants
Price $95.00 (65% MU) Style #: 301
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Stretch Cotton Twill 75% Cotton 22% Polyamid e 3% Elastane
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High Waisted Flare Crop Pant w/ Velcro Waistband Linen Blend 55% Linen 45% Rayon
Style #: 204
Summer Delivery
Price $105.00 (75% MU)
Spring Delive ry
Sizes XS/S/M/L/XL
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Boatneck Pull Over Long Sleeve Top
Price $45.00 (75% MU)
Style #: 203
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Jersey 46% Nylon 42% Polyester 12% Spandex
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Fitted Scoop Neck Tee Shirt
Price $35.00 (75% MU) Style #: 202
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Jersey 46% Nylon 42% Polyester 12% Spandex
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Short Sleeved Collared High Low Pull Over Blouse w/ Faux Buttons
Price $75.00 (65% MU) Style #: 304
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Linen Blend 55% Linen 45% Rayon
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Triangle Embroidered Pull On Legging
Price $50.00 (75% MU) Style #: 104
Summer Delivery
Sizes XS/S/M/L/XL
Spring Delive ry
Ponte 62% Rayon 32% Nylon 6% Spandex
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Delivery 3/30 Linelist
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Delivery 4/28 Linelist
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FABRIC SOURCING #1 Canada: KenDor Textile
Location:
7722 Progress Way, Delta, BC V4G 1A4, Canada
Established:
1953
Carries wide price range of fabric Specialization: Environmentally and Responsibly Sourced Textiles Lead Times: Full Fabric Rolls: 2-3 Business Days Cuts: 4-5 Business Days Customized orders take up to 90 days 8-12 Weeks for large orders
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FABRIC SOURCING
#2 Indonesia: PT Tyfountex
Location:
Solo, Central Java, Indonesia
Established: Employees:
1973 Over 7,000
Specialization: Experience in eco-friendly spinning, weaving, dyeing, finishing and embroidery Product Categories: Yarns, Color Fabrics, Denim Fabric, Better Cotton, Organic Cotton, Garments, Home Textiles
Customers: SGS, ITS, Omega, CSCC, William E. Connor, GSM, C&A
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FABRIC SOURCING
#3 India Loyal Textile Mills LTD
Location: R.A Puram India, Chennai, India Established: 1956 One of the largest composite textile mills in the country Machines: 4 spinning mills, 2 weaving units, 1 knitting unit, 1 dyeing house, and 7 garment manufacturing Committed to philanthropy and socio-environmental development Follows a strict ethical code in operations Uses a combination of cottons from Egypt, USA, Israel and India to produce yarns for different customer specifications Autmated and semi-automated machines that creates high quality and affordable knitted wear Start Trading House Certification Green Building Certification Global Organic Textile Stands
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CUT & SEW ~COUNTRY ANALYSIS
#1 INDIA: ARVIND MILL
Location:
Ahmedabad, Gujarat, India
Established:
1931 (one of the oldest factories in India)
Employees:
25,000
Annual Profit: Specialized Products:
830 million Shirts, Jeans, Knitwear, Jeans, Shirtings
Brands They Produce For:
Tommy Hilfiger, POLO, Nautica, Gap and many more
Awards:
Awarded for sustainability and a energy management certificate (ISO-50001:2001)
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CUT & SEW ~COUNTRY ANALYSIS
#2 JAPAN: HEMD OGITA TOKYO
Location:
3043 Toyonakacho Kasadakasaoka, Mitoyo-shi, Kagawa-ken, Japan
Established:
2011
Employees:
30
Specialized Products: Monthly Production: Machines In Facilities:
Skirts, Dresses, Shirts, Ladies Blouses 2,700-3,000
Sewing Facility: 46, Cutting Facility: 6, Finishing Facility: 10, Pattern Facility: 4
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CUT & SEW ~COUNTRY ANALYSIS
#3 BANGLADESH: DIRD GROUP
Location:
Savar, Dhaka
Established:
1984
Employees:
1,075
Daily Capacity:
12,000
Specialized Products: Brands They Produce For: Monthly Capacity:
Specialize in casual bottoms, chinos in denim, ladies wear and kids wear OKAIDI, Tchibo, Hangten, Bel&BO
170,000
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CUT & SEW ~COUNTRY ANALYSIS
Location: Established:
#4 EUROPE: KAUNO BALTIJA AB
Employees: Production Cycle: Capacity: Awards:
Lithuania, Europe
1940 (Biggest & Oldest Garment Manufacturer of Ladieswear in Lithuania) 300 3-5 Weeks 500,000 pcs/per year Exporter of the year 2004, Diploma for Export Expansion 2006, One of the Most Successful and Quickly Developing Companies in Lithuania 2007, Laureate of Successful Enterprise 2008
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WHERE ARE YOU GOING TO SELL YOUR PRODUCT? • Direct to consumer Selling Indidress online only directly to customers without third party retailers or wholesalers Online shopping is growing so fast that the global online shopping market size is predicted to hit 4 trillion in 2020 • As of 2020, 96% of Americans have shopped online, 80% in the last month alone • 51% of Americans prefer online shopping o 53% of baby boomers prefer shopping online over physical stores • 85% of Baby Boomers report that they research products on their web browsers frequently o 66% of Boomers reportedly make regular purchases via web devices
• Boomers are loyal to brands based on their interactions with sales associates o Retailers can capitalize on this by offering the experience through online channels to increase brand loyalty from demographic • Boomers are twice as likely to have their interest sparked by the reported online popularity of a brand when purchasing a new product o Shows that brands with unique and constant omnichannel sources are likely to perform better among the Baby Boomer demographic
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Indidress's initial launch plan will include: INITIAL PRODUCT LAUNCH CAMPAIGN
Posting new co ntent to the br ands so ci al medi a pl at f o rms Instagram and Facebo o k A new and impro ved websi te For direct to co nsumer purp o ses Emails which wi ll co nta i n o ccasi o nal di sco unt co des Mail catalogs that ar e sent o ut t o al l subscr i ber s Contains each gar ments and t he deli ver y co lo r s A one time only co upo n co de Outfit assortment o f the garments Marketing with a sp o kesperso n
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&
#IndiDress 46
https://kamilahbutler95.wixsite.com/indidress1
Email couppon & website
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Indidress Mail Catalog
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SPOKESPERSON:
Kathleen Turner Hollywood star 65 years-old (Baby Boomer demographic) Starred in many hit movies one after the other in the 1980’s Has had Rheumatoid Arthritis since her late 30’s Inflammation has caused permanent damage to her joints The diagnosis “derailed” her career and caused her debilitating pain which required medication
Kathleen says she seeks any type of assistance when it comes to dealing with arthritis Our clothing line could benefit her when it comes to the painfulness of getting dressed and is suited for her deomographic
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On-going messa ges wi ll be co mmuni cated o n a calendar basi s:
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How Will We Utilize PR? See how cust o mer s r eact t o spo kesp er so n Feature Kathleen o n so ci al medi a t o pr o mo t e Indi Dr ess Start a blog once co mpany beco mes wel l kno wn fo r c ust o mer feedback Measure screen time Special events fo r public o utr each Subscriptions to cata log
How Will We Measure ROI? Social media ai ds new busi nesses i n develo p i ng the i r brand’s perso nal i t y and building a vo i ce Percentage of fo llo wers i ncreasi ng weekly o n so ci al medi a pl at f o rms Online purchase i ncrease Sign ups for newsletter Use of coupons and di sco unt co des Return of same customer s fo r mo re p urchases Facebook ads i nteractio n Clicks on Insta gram sp o nso r ed ad i nt er acti o n Time spent on websi te
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What will drive sales and gain customer loyalty? Baby boomers like to sho p usi ng co upo ns so we wi ll i nc l ude c o up o ns fo r when yo u sign up with yo ur emai l and ho l i day o ffers speci al BOGO 50% off Points for ea ch pur chase- when yo u hi t an amo unt o f po i nt s t hey get a do l l ar amount off Good customer servi ce Baby Boomers tend to be brand lo yal when they feel t hey are t r eat ed ver y wel l by customer service represent at i ves
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Delivery 3/30 Financials : Total of 4,780 Uni ts Total retail= $363,125
COGS= $123,008.75
(Retail price of garment * units for each garment)
(Cost of garment * units for each garment)
Net sales= Total retail * sell thru %
$308,656.25 = $363,125 * 85% Operating Expenses= Net Sales * Expense s % $92,596.88 = $308,656.25 * 30%
Gross Margi n$ = Net sales - COGS $185,647.50 = $308,656.25 - $123,008.75
Gross Margi n %= GM$/NS * 10 0 60% =$185,647.50/ $308,656.25 * 100
Net Profit= NS- COGS=GM- Operating Expense s $93,050.62= $308,656.25 - $123,008.75= $185,647.50 - $92,596.88 Net Profit of $93,050.62
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Delivery 4/28 Financials : Total of 4,955 Uni ts Total retail= $366,000
COGS= $122,255
(Retail price of garment * units for each garment)
(Cost of garment * units for each garment)
Net sales= Total retail * sell thru %
$311,100 = $366,000 * 85%
Gross Margi n$ = Net sales - COGS $188,845 = $311,100 - $122,255
Operating Expenses= Net Sales * Expense s % $93,330 = $311,100 * 30%
Gross Margi n %= GM$/NS * 10 0 60.7% =$188,845/$311,100 * 100
Net Profit= NS- COGS=GM- Operating Expense s $95,515= $311,100 - $122,255= $188, 845 - $93, 330 Net Profit of $95,515
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Benefits Of Our Strategy: Easy access for co nsumer s Higher activi ty level o n the websi te Impact of soci al medi a lea di ng t o hi gher sales Points system ser ve as an i ncenti ve fo r co nsumer s Coupons increa se customer i nter acti o n Ad interactio n i ncr ease sales vo l umes
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@INDIDRESS
Get in touch with us
@INDIDRESS
https://kamila hbutler95.wi xsi t e.co m/ i ndi dress1 56
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“Pinterest.” Pinterest, www.pinterest.com/. Pisani, Bob. “Baby Boomers Face Retirement Crisis - Little Savings, High Health Costs and Unrealistic Expectations.” CNBC, CNBC, 9 Apr. 2019, www.cnbc.com/2019/04/09/baby-boomers-face-retirement-crisis-little-savings-high-healthcosts-and-unrealistic-expectations.html. Sherman, Erik. “A Majority of Economists Think the Next Recession Will Come by the 2020 Election.” Fortune, Fortune, 4 June 2019, fortune.com/2019/06/04/next-recession-2020-predictions/. TodayShow. “Kathleen Turner Reveals Battle with Disease That Derailed Her Career.” TODAY.com, 8 Aug. 2018, www.today.com/health/whatrheumatoid-arthritis-kathleen-turner-battles-autoimmune-disease-t135292. “Tommy Adaptive: Tommy Hilfiger USA.” Tommy Hilfiger, https://usa.tommy.com/en/tommy-adaptive “Trends & Patterns in Arthritis Prevalence.” Physician's Weekly, 22 June 2018, www.physiciansweekly.com/trends-patterns-in-arthritisprevalence/.
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