ASSIMILATION: C O A C H M E N ’ S L E AT H E R A C C E S S O R Y C A P S U L E C O L L E C T I O N
CONCEPT BY Seth Mark & Shani Tsfoni FOR FASM310: Private Label Product Development Professor Donald Levy Savannah College of Art and Design Winter 2016
CONTENTS COMPANY OVERVIEW HISTORY DEMOGRAPHICS PROJECT OVERVIEW TARGET CUSTOMER THEME BOARD THE LINE UP DELIVERY
3 4 5 6 7 8 10 32
COMPANY OVERVIEW “Coach is a global leader in premium bags and accessories. Building upon our strong brand and business equities, we are in the process of transforming from an international accessories business to a global lifestyle brand, anchored in accessories, presenting a clear and compelling expression of the Coach woman and man across all product categories, store environments, and brand imagery. In addition, we are leveraging the global opportunity for Coach by raising brand awareness and building market share in markets where Coach is under-penetrated.� FROM THE COACH WEBSITE
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HISTORY 1999
Coach.com launches The company enters into its first licensing agreement Product line expands to include outerwear and luggage
1970 The Coach brand of sturdy cowhide bags is introduced & becomes the company’s signature, luxury trademark
1950 Miles Cahn and his wife Lillian Cahn join Coach
1941
1992
1988
The company opens boutiques in England and Japan The Cahns sell Coach to Sara Lee Corporation
1997
1985 Late 1970s Coach begins a mail-order business and opens its first specialty stores
1960 The Cahn’s take over the business, and in1961 buy out the factory owners
1946 Coach is founded as a family-run workshop, making small leather goods in Manhattan
2013 2001 2000
Stuart Vevers takes role of executive creative director
The bold double C design is introduced
Sara Lee sells 17% of the newly named Coach, Inc. to the public through an IPO
DEMOGRAPHICS Women ages 20-34 Most likely to live in a metropolitan area Values luxury goods but also values a good price Typically attract premium customers, aspirational luxury shoppers looking to step into the luxury market Appeals to shoppers that splurge on the occasional luxury purchase Coach markets to high earners that are not yet rich (HENRYs)
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project
OVERVIEW Assimilation is a capsule collection of men’s leather accessories for Coach. Coach nurtures culture infused with creativity, innovation, entrepreneurship, learning, and achievement. With such a heavy cultural influence, we thought it would be a great opportunity to introduce more cultural into the American bag company, and thus Assimilation was born. The capsule collection focuses on the trend of black men’s leather accessories. Bison, Cross grain, and Calf skin leathers are used with embossing or embroidery finishes. The designs marry classic Coach men’s bags with new and exciting patterns loosely based on middle eastern culture. Assimilation items will be produced in Italy and China with deliveries to select stores in August and October, just in time for the Fall/Winter season.
EMBOSSING: Yuncheng Embossing Manufacturing Co., Ltd. Leather Embossing No. 1689 Huanghe Street, 44000 Yuncheng, China EMBROIDERY: Linea Ellebi Leather Embroidery Via dei Cadolingi, 5, Scandicci FI, Italy
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Maxwell Cohen, 24 •Upper-Middle Class •Junior Creative Director for an ad agency
Max lives in Brooklyn, New York and attended NYU for his Advertising BFA. He enjoys going to the movies and to art museums with his girlfriend. He lives an active lifestyle,and especially enjoys team sports. He loves to be around a creative environment he can draw inspiration from. Fashion is important to him, and he likes to express himself in classic pieces but with a twist.
capsule target
CUSTOMER
THEME BOARD
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THE LINEUP
MANHATTAN BACKPACK Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embossed Backpack 11.75” (L) x 15.75” (H) x 5” (W) 1,000
Description / Details Item Outside Fabric Bison Leather
Color Black
Size 6.69 sq. ft.
Quantity 1
Usage / Placement Body
Lining
Polyester
Black
1 yard
Hardware
7” YKK Zipper 7” YKK Zipper Grommets Adjustable Buckle Slider
Black/Silver Black/Silver Silver Silver Silver
7” 7” 3/8” 1.5” 1.75”
2 1 10
Outside Pocket Interior Pocket Interior
2 2
Outside Front Outside Straps
Toggle Nylon Straps
Silver Black
1” 1.5” x 1’
1 2
Outside Front Outside Straps
Sew in leather label
Black
1.5” x 2.5”
1
Interior Back
Label
12
Interior
COSTING Fabric Bison Leather Lining, Polyester Total Fabric
Yardage 6.69 sq. ft. 1 yard
Cost $43.75 $1.24 $44.99
Trim 7� YKK Zippers Grommets
Quantity 3 10 2
Price $0.80 $0.16
Sliders Toggle Nylon Straps Total Trim
2 1 2
$0.65 $0.87 $0.58
Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Adjustable Buckle
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
$3.14
Description $2.15 $4.28
$59.83 $132.96 (55% markup) $192.79 $741.50 (74% markup)
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Cost $2.70 $1.60 $6.28 $1.30 $0.87 $1.16 $5.46
HUDSON BACKPACK Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embroidered Backpack 11.75” (L) x 15.75” (H) x 3.5” (W) 1,000
Description / Details Item Outside Fabric Cross Grain Leather
Color Black
Size 5.69 sq. ft.
Quantity 1
Usage / Placement Body
Lining
Polyester
Black
1 yard
Hardware
30” YKK Zipper 7” YKK Zipper 7” YKK Zipper
Black/Silver Black/Silver Black/Silver
12” YKK Zipper Nylon Straps
Black/Silver Black
1 1 1 1
Closure Interior Pocket Exterior Pocket Exterior Pocket
Slider
Silver
30” 7” 7” 12” 1.5” x 1’ 1.75”
2 2
Outside Straps Outside Straps
Sew in leather label
Black
1.5” x 2.5”
1
Interior Back
Label
14
Interior
COSTING Fabric Cross Grain Leather Lining, Polyester Total Fabric
Yardage 5.69 sq. ft. 1 yard
Cost $43.75 $1.24 $44.99
Trim 30” YKK Zippers 7” YKK Zipper
Price $2.30 $0.90
12” YKK Zipper
Quantity 1 2 1
$0.50
Cost $2.3 $1.80 $0.50
Nylon Straps Sliders
2 2
$0.58 $0.65
$1.16 $1.30
Total Trim
$7.06
Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Description $3.10 $4.98
$63.08 $140.18 (55% markup) $203.26 $781.76 (74% markup)
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METROPOLITAN BRIEFCASE Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embriodered Briefcase 15.75” (L) x 11.75” (H) x 2.25” (W) 1,000
Description / Details Item Outside Fabric Cross Grain Leather Embriodery Lining Cotton Twill Hardware
Label
Color Black Black Black
Size 5.69 sq. ft. 90k stitches
36” YKK Zipper 9” YKK Zipper D-Rings Nylon Strap Rectangle Rings
Black/Silver Black/Silver Silver Black Silver
36” 9” 1.25” 1.5” x 5’ 1.25”
Swivel Bolt Ball Chain
Silver Silver
Sew in leather label
Black
16
Quantity 1
1 yard
Usage / Placement Body Exterior Interior
1 1 2
Closure Interior Pocket Outside Straps Outside Straps Outside Straps
1.5”
1 4 2
6”
1
Outside Outside
1.5” x 2.5”
1
Interior Back
COSTING Fabric Cross Grain Leather Embriodery Cotton Twill
Yardage 5.69 sq. ft. 90,000 stitches. 1 yard
$61.28
Total Fabric Trim 36” YKK Zippers 9” YKK Zipper D-Rings Rectangle Rings Ball Chain Swivel Bolt Nylon Strap Total Trim
Quantity 1 1 2
Price $2.50 $1.25 $0.24 $0.25 $0.16 $1.63 $2.90
4 1 2 1
Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Cost $43.75 $33.04 $0.60
Description $3.10 $5.70
$84.50 $187.96 (55% markup) $272.54 $1,048.23 (74% markup)
Cost $2.30 $1.25 $0.48 $1.00 $0.16 $3.26 $2.90 $11.55
METROPOLITAN TOTE Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embossed Tote 14.25” (L) x 12.5” (H) x 5” (W) 1,000
Description / Details Item Outside Fabric Bison Leather
Color Black
Size 5.78 sq. ft.
Quantity 1
Usage / Placement Body
Lining
Cotton Twill
Black
1 yard
Hardware
14” YKK Zipper 9” YKK Zipper D-Rings Nylon Straps Rectangle Rings Swivel Bolt Slider
Black/Silver Black/Silver Silver Black Silver Silver
1 1 2
Closure Interior Pocket Outside Straps
1 4 2 1
Outside Straps Outside Straps
Silver
14” 9” 1.25” 1.5 x 1’ 1.25” 1.5” 1.5”
Sew in leather label
Black
1.5” x 2.5”
1
Interior Back
Label
18
Interior
Outside Outside
COSTING Fabric Cross Grain Leather Cotton Twill
Cost $43.75 $0.60
Yardage 5.69 sq. ft. 1 yard
$33.41
Total Fabric Quantity 1 1 2
Price $2.50 $1.25
Rectangle Rings Swivel Bolt Nylon Strap Slider Total Trim
4 2 1 1
$0.25 $1.63 $2.90 $1.30
Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Trim 14” YKK Zippers 9” YKK Zipper D-Rings
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
$0.24
Description $2.15 $3.75
$52.75 $117.22(55% markup) $169 $653.73 (74% markup)
Cost $2.30 $1.25 $0.48 $1.00 $3.26 $2.90 $1.30 $10.49
EXPLORER BAG Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embossed Duffle 14.25” (L) x 12.5” (H) x 5” (W) 1,000
Description / Details Item Outside Fabric Bison Leather
Color Black
Size 9.25 sq. ft.
Lining
Cotton Twill
Black
1.5 yard
Hardware
22” YKK Zipper 9” YKK Zipper D-Rings Nylon Strap Rectangle Rings Swivel Bolt
Black/Silver Black/Silver Silver Black Silver Silver
Twist Lock Feet
Silver Silver
22” 9” 1.25” 1.5” x 1’ 1.25” 1.5” 1”
Sew in leather label
Black
Label
20
.5” 1.5” x 2.5”
Quantity 1
Usage / Placement Body Interior
1 1 2
Closure Interior Pocket Outside Straps
1 4 2 2
Outside Strap Outside Straps
4 1
Outside Outside Outside Bottom Interior Back
COSTING Fabric Cross Grain Leather Cotton Twill
Cost $43.75 $0.90
Yardage 9.25 sq. ft. 1.5 yard
$66.53
Total Fabric Trim 22” YKK Zipper 9” YKK Zipper D-Rings Rectangle Rings Swivel Bolt Nylon Strap Feet Twist Lock Total Trim
Quantity 1 1 2
Price $2.00 $1.25
4 2
$0.25 $1.63 $2.90 $0.28 $0.70
$0.24
1 4 2
Labor Cutting Sewing Total Labor
$1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Cost
Description $2.15 $6.68
$91.67 $203.71(55% markup) $295.38 $1,136.08 (74% markup)
Cost $2.00 $1.25 $0.48 $1.00 $3.26 $2.90 $1.12 $1.40 $13.41
MODERN PASSPORT CASE Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embriodered Passport Case 4.25” (L) x 5.5” (H) 1,000
Description / Details Item Outside Fabric Cross Grain Leather Embriodery Label
Embossed
22
Color Black Black
Size 0.83 sq. ft. 12k stitches
Quantity 1 1
Usage / Placement Body Body
Black
1” x 2”
1
Interior Back
COSTING
Fabric Cross Grain Leather Embriodery
Cost $2.57 $5.30
Yardage 0.83 sq. ft. 12,000 stitches
$7.87
Total Fabric Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Description $2.15 $0.87
$13.84 $30.75(55% markup) $44.59 $171.52 (74% markup)
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COMPACT ID WALLET Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embossed Bi-fold Wallet 4.25” (L) x 2.75” (H) 1,000
Description / Details Item Outside Fabric Cross Grain Leather Label
Embossed
24
Color Black
Size 0.76sq. ft.
Quantity 1
Usage / Placement Body
Black
1” x 2”
1
Interior Back
COSTING Fabric Cross Grain Leather
Cost $2.57
Yardage 0.76 sq. ft.
$2.57
Total Fabric
Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Description $2.15 $0.44
$8.11 $18.02 (55% markup) $26.13 $108.88 (74% markup)
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CARD CASE Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embossed Card Case 4” (L) x 2.75” (H) 1,000
Description / Details Item Outside Fabric Bison Leather Embriodery Label
Embossed
26
Color Black Black
Size 0.62sq. ft. 12k stitches
Quantity 1 1
Usage / Placement Body Body
Black
1” x 2”
1
Front
COSTING Fabric Bison
Cost $3.45
Yardage 0.62 sq. ft.
$3.45
Total Fabric
Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Description $2.15 $0.51
$9.06 $20.13 (55% markup) $29.19 $112.28 (74% markup)
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WIDE-STITCH BELT Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embossed Belt 42” (L) x 1.5” (W) 1,000
Description / Details Item Outside Fabric Bison Leather
Color Black
Size 1.5” x 42”
Quantity 1
Usage / Placement Body
Hardware
Belt Buckle
Silver
1.75” x 2.5”
1
End / Front
Label
Embossed
Black
1” x 2”
1
Back side
28
COSTING Fabric Cross Grain Leather Belt Buckle
Cost $4.38 $12.98
Yardage 1.5” x42” 1.75” x 2.5”
$17.36
Total Fabric Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Description $2.15 $1.72
$24.18 $53.73(55% markup) $77.91 $299.65(74% markup)
GLOVES Season: Class: Client: PM: Description: Size: Quantity:
FALL 2016 Men’s Leather Goods Coach Seth Mark, Shani Tsfoni Black Leather Embroidered Gloves 4.5”(W) x 8”(H) 1,000
Description / Details Item Outside Fabric Calf Leather Embriodery Label
Embossed
30
Color Black Black
Size 1.8 sq. ft. 7k stitches
Quantity 1
Usage / Placement Body
Black
1” x 2”
1
Interior Back
COSTING
Fabric Calf Leather Embriodery
Cost $9.28 $3.60
Yardage 1.8 sq ft 7,000 stitches
$12.88
Total Fabric Labor Cutting Sewing Total Labor
Cost $1.10 $1.85 $2.95
Freight Shipping Duty
Description $25.80 per dozen 8% of labor/material
Total Manufacturing Cost: Wholesale Markup: Wholesale Price: Suggested Retail Price:
Description $3.10 $0.59
$19.52 $43.38 (55% markup) $62.90 $241.92 (74% markup)
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DELIVERY ONE 8/25 C
A
B
E
D
A B C D E
Manhattan Backpack Metropolitan Slim Breifcase Wide-Stitch Blet Metropolitan Tote Modern Passport Case
F G H I J
Explorer Bag Card Case Hudson Backpack Compact ID Wallet Gloves
J
I
H
F
G
DELIVERY TWO 10/25