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Contents
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Table of Contents 03
Mission Statements
04 06 12
Product Extension
15 19 23 25 27
Aesthetics
Talking about the mission of Urban Outfitters and their private label Urban Renewal Discussing the product extension of umbrellas into the Urban Renewal market
Industry Research
Showing Urban Outfitters product placement strategies and how to add umbrellas to that placement
Consumer
Examining the target consumer and their buying habits Reviewing the umbrella making process and research
Tech Pack/Cost Sheet
Going over the tech pack sheets and cost sheet
Branding & Packaging
How we will brand our umbrella and package it after production
Promotional Strategy
An overview of how we will display our product instore and through social media
Sources
Referring back to where our information was found
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urban outfitters mission
Lifestyle merchandising is our business & our passion. The goal for our brands is to build a strong emotional bond with the customer. To do this we must build lifestyle environments that appeal emotionally and offer fashion correct products on a timely basis. Our customers are the reason and inspiration for everything we do.
URBAN RENEWAL MISSION
Vintage - items are selected from our favorite eras retaining their original charm | Recycled - vintage pieces are renewed and reconstructed into modern design | Remade - new pieces are created from deadstock fabric.
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PRODUCT EXTENSION “
The Urban Outfitters customer shops at our store as a loyal customer on a regular basis. They look for new, trendy pieces, but also look for products that will serve as a long lasting item. The Urban Renewal umbrella is leveraging on one of the most important megatrends in the way that it is reusable and is a necessity. The umbrella is a trendy, functional, and key accessory. The Urban Outfitters customer has expectations in regards to quality and branding when shopping for this umbrella. They want a durable product that will also compliment the design of their wardrobe. Urban Renewal looks to refurbish a vintage item and turn it into a modern design and that is what we do with these umbrella’s.
“
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Industry Research Urban Outfitters has over 230 stores in the US, Canada, and Europe, which include men and women’s apparel, accessories, beauty and home goods. Urban Outfitters sells these products through brick and mortar stores, their e=commerce website and their monthly catalogs. Urban Outfitters’ net sales for the fiscal year ending January 31, 2014 are $1,716,154.05. With the women’s department counting for 60% of the entire store, UO dedicates about 25% to of the store to accessories. Adding umbrellas to Urban Renewal will fulfill a need while mantaining a large presence in the accessories product category. The umbrellas are refurbished through Urban Renewal with trendy fabrics and colors for Spring 2015. Higher sales for umbrellas usually occur in the in certain areas in the spring due to an increase in consumer demand. The umbrellas will only come in one size and they are designed for women. The target market can purchase for themselves or as a gift for others.
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Competitors Urban Outfitters has many competitors as a whole, but we have narrowed it down to our umbrella competitors for our private label, Urban Renewal. Our top competitor is American Apparel, as they are made in America and have similar price points. Our other competitors include H&M and Forever 21.
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American Apparel was started in 1989 in Los Angeles, California, where it factors all of their divisions. They manufacture, distribute and sell all of their products in the U.S. They are well known for their “made in the USA” goods. Their target market is male’s and female’s in the 18-34 year old age range. They are a product-centric focused with the umbrella category being both their core and complimentary item. They have a broad and deep merchandising strategy as well as a bright and minimal visual merchandising strategy.
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H&M, originially called ‘Hennes’ launched in Sweden in 1947. The first US store opend in NYC in 2000 on Fifth Avenue. Their target market consists of men and women aging between 17-30 years old. They do really well with fashion and collaborating with designers, this is key on how they differentiate themselves from their competitors. They are more customer-centric with their umbrellas as both their core a complimentary categories. They have a broad and deep merchandising strategy due to their high turnover rate. Lastly, their visual merchandising strategy varies from store to store, but is usually a visual aid for the customer while they’re shopping.
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Forever 21, originally called ‘Fashion 21’ was started in Los Angeles in 1984. It has been a specialty store in malls since 1989. They specialize in fast fashion, catering towards current trends, while maintaing very low prices. Their products for women, men, girls, accessories and beauty. Their sales in 2013 reached $3.7 billion. Their target market consists of men and women within the age range of 15-24 years old. They are customer-centric while having umbrellas as their core and complimentary item.
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High Price/ Quality
Narrow Assortment
broad Assortment
Low Price/ Quality | 11 | FASM 310 Urban Renewal Umbrella
CONSUMER PROFILE
The Urban Outfitters customers are generally men and women between the ages of 15-30 years old. The main Urban Renewal umbrella consumer is going to be females from 15-25 age ranges. They are females who live in urban, rural and suburban areas. They are high school or college educated and work part time jobs. The gap we are filling in our target consumer will be the consumer within the 30-45 age range. We sectioned that age range to fulfill all customer types that walk into our store. There are high school and college students that shop with us but also their parents that buy for them during peak holiday seasons for gifts. Our consumers, as told by Urban Outfitters, are interested in eclectic merchandise, while having an interest in contemporary art, music, and fashion. Our customer is also involved in social media, they care about their appearance, usually an impulse buyer to the extent that their wallet will allow. The way they dress is fashionable and it derives from street style while they have a fear of “blending in� with society. They find accessories as a key part of their wardrobe and look to these pieces to complete a look. | 12 | FASM 310 Urban Renewal Umbrella
AGE: 22
H A N HAN
Income: $10,500 OCCUPATION: STUDENT LIVES: PHILLY,
PA HOBBIES: STYLING, READING MAGAZINES & THRIFTING STYLE: COLOR CONCIOUS,TRENDY & THRIFTY | 13 | FASM 310 Urban Renewal Umbrella
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The Urban Renewal design process is described as being vintage items that are selected from the buyers favorite eras that are retaining their original charm. These are recycled vintage pieces that are renewed and reconstructed into modern designs and then remade into new pieces from dead stock fabric. The aesthetic when creating the Urban Renewal umbrella for Urban Outfitters had to focus on several different aspects. We wanted to keep in mind that fact that the umbrella is obviously a megatrend in the sense that it is reusable and is necessary to just about every woman’s wardrobe. We had to research color and print trends for spring 2015 since this will be the season in which we will launch the collection. We wanted bright fun colors while doing more than just recovering the umbrella in fabric like most Urban Renewal products result in. The Urban Renewal umbrellas for spring 2015 will incorporate painterly patterns with a broad color palette.
Aesthetics
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MOODBOARD
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FLATS
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Tech PAck
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DESIGN SHEET COMPANY NAME: Urban Outfitters ADDRESS: 5000 South Broad Street Philadelphia, PA 19112
STYLE # 4592 Urban Renewal Umbrella SKETCH
PAGE #01
PHONE:215-‐454-‐5500 FAX: 215-‐454-‐5501 GARMENT INFORMATION GROUP NAME: Urban Renewal CLASSIFICATION: Accessories SEASON: Spring/Summer 2015 GARMENT LABEL: Urban Renewal FABRIC CONTENT: Nylon, Acrylic Paint COLORWAY:
DESCRIPTION: Thrifted and refurbished umbrella
Designer Initials
SFL DATE CREATED: 5/1/14
DATE MODIFIED: 5/14/14
FABRIC SHEET COMPANY NAME: Urban Outfitters ADDRESS: 5000 South Broad Street Philadelphia, PA 19112 PHONE: 215-‐454-‐5500 FAX: 215-‐454-‐5501 SKETCH
DATE RELEASED: 5/28/14
SHEET #02 STYLE # 4592 Urban Renewal Umbrella GROUP NAME: Urban Renewal CLASSIFICATION: Accessories SEASON: S/S 2015 GARMENT LABEL: Urban Renewal COLORWAY: Grey SWATCH
Designer Initials
SFL FABRIC INFORMATION Nylon
DATE CREATED: 5/1/14
STYLE WIDTH 41" Diameter 22" Height
SIZE RANGES One Size
DATE MODIFIED: 5/14/14
DELIVERY DATE 5/29/14
COMMENTS
DATE RELEASED: 5/28/14
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COMPONENT SHEET COMPANY NAME: Urban Outfitters ADDRESS: 5000 South Broad Street Philadelphia, PA 19112 PHONE: 215-‐454-‐5500 FAX: 215-‐454-‐5501
ITEM-‐VENDOR CODE-‐ORIGIN Jacquard Textiles Colors
DATE CREATED: 5/1/14
CLASSIFICATION: Accessories SEASON: Spring/Summer 2015 FABRIC CONTENT: Nylon, Acrylic Paint COLORWAY: Magenta, Violet, Ochre, Spruce, Turqoise CONTENT SIZE-‐QTY-‐UNIT OF MEASURE COLOR COMMENTS Acrylic Paint 2.25 fl oz. (70mL) 582 -‐ Magenta 126 -‐ Spruce 110 -‐ Violet 585 -‐ Turqouise 590 -‐ Ochre
DATE MODIFIED: 5/14/14
LABEL/PACKAGING SHEET COMPANY NAME: Urban Outfitters STYLE # 4592 Urban Renewal Umbrella ADDRESS: 5000 South Broad Street Philadelphia, PA 1GROUP 9112 NAME: Urban Renewal PHONE: 215-‐454-‐5500 CLASSIFICATION: Accessories FAX: 215-‐454-‐5501 FABRIC CONTENT: Nylon, Acrylic Paint COLORWAY: Magenta, Violet, Ochre, Spruce, Turqoise ITEM-‐VENDOR CODE-‐ORIGIN CONTENT Hangtag #3974 [Front] Urban Renewal and Logo [Back] Style, Class, Vendor, Sku, Color & Barcode Woven Label #6479 Urban Renewal and Logo Small Bag #345 Urban Renewal for UO
DATE CREATED: 5/1/14
PAGE #03
STYLE # 4592 Urban Renewal Umbrella GROUP NAME: Urban Renewal
DATE MODIFIED: 5/14/14
DATE RELEASED: 5/28/14
PAGE #04
SEASON: Spring/Summer 2015
SIZE-‐QTY-‐UNIT OF MEASURE 3" x 4" 1" x 2.5" 8" x 4.75" x 10.25"
LOCATION Tied around umbrella handle Sewn inside on back of umbrella N/A
COLOR COMMENTS Multi Floral Peach/Pink Brown
DATE RELEASED: 5/28/14
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COST SHEET
Cost Sheet
Group Name: Urban Renewal Style Number: #4592 Urban Renewal Umbrella Description: Thrifted and Refurbished Umbrella Size Category: Accessories Size Range: One Size [41in. Diameter x 22 in. height]
Materials Umbrella Paint
Cost Per Unit Ounces: Price Per Ounce: $3.00 N/A N/A N/A .56 fl oz $1.33
Labor Painting Drying Packaging
Price Per Hour Minutes of Labor $1.00 60 Minutes $0.50 1 Hour $0.50 1 Hour
Packing Materials: Hangtag: Woven Label: UPC:
Total Amount: $3.00 $0.75 Total Cost of Materials: $3.75
Total Labor Costs:
Total Amount: $1.00 $0.50 $0.50 $2.00
Total Packing:
Total Amount: $0.25 $0.06 $0.03 $0.01 $0.35
Shipping Expenses: Total Cost of Goods to be Sold: MU% Retail Price:
$0.25 $6.35 78.8% $30.00
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BRANDING & PACKAGING | 23 | FASM 310 Urban Renewal Umbrella
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PROMOTION STRATEGY
The launch of the Urban Renewal spring 2015 umbrellas will make a large impact on the social media basis. There will be images of behind the scenes photo shoots on Instagram and Twitter as well as product close-up images. There will also be an Urban Renewal mass email that will be sent out featuring images from the photo shoots. The store display for the new umbrella collection will not be as large and noticeable as a new dress line or shoe line that enters the store. The Urban Renewal umbrella will be displayed near the cash registers for easy accessibility on days when it rains or when the customer is looking for the right accessory to complete her newly purchased outfit. This display will stay consistent throughout seasons since umbrella displays do not change very often in general.
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Research Sources: Salaries of Students and Older Consumershttp://nces.ed.gov/fastfacts/display.asp?id=77 Bag Size Researchhttp://www.bagboxpackaging.com/kraft-bags.html H&M Industry and Product Researchhttp://www.hm.com/us/ Forever 21 Industry and Product Researchhttp://www.forever21.com/Product/Main.aspx?br=f21 Urban Outfitters Industry Researchhttp://www.urbanoutfitters.com/urban/index.jsp American Apparel Industry and Product Researchhttp://www.americanapparel.net Urban Outfitters Scope & Sizehttp://www.urbn.com/profile/urban.html VALS Informationhttp://www.strategicbusinessinsights.com/vals/ustypes.shtml Print and Color Researchhttp://www.stylesight.com/fashionoffice/landing_pages/search.php?q=TRADE%20SHOWS%20%3E%20INDIGO%20-%20NEW%20 YORK%20S%2FS%2015
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URBAN RENEWAL
FOR UO
SARA SPICER - SHAINA LEVIN - LIZ BEST PRIVATE LABEL PRODUCT DEVELOPMENT PROFESSOR ALESSANDRO CANNATA SPRING 2014