Mock COACH Capsule Collection

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)

5

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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9

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