Thesis Advisor | Eddie Opara
Steve Heller
Lita Talarico
Dom Shannon Jager
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April 24, 2017 School of Visual Arts MFA Design
Contents
◆ 08
◆ 108
Executive Summary
Website
◆ I4
◆ 114
Cultural Relevance
Market Landscape
◆ I6
◆ 130
Goal & Philosophy
Business Plan
◆ I8
◆ 144
Bibliography
Inventory ◆ 30
Brick & Mortar Store ◆ 52
Dom Team ◆ 54
Brand & Visuals ◆ 78
Applications ◆ 86
Stationary Suite ◆ 94
Catalog ◆ 100
In Store App
04
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Dom is a brand that strives to enrich people’s daily lives through shopping.
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Executive Summary
08
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Dom is a brand that shares a set of city’s identities through a curated set of objects to provide an enriching experience to creatives in New York City through shopping.
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Everyday we spend more time shopping online and in store than we do on fitness, phone calls, and household chores combined. 17 Mins
16 Mins
13 Mins
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On average as Americans we spend 45 minutes a day shopping. DOM ◆ PAGE 12
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Cultural Relevance
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◆Shopping as the last leisure activity.
Architect Rem Koolhaas states that shopping is “arguably” the last remaining form of public activity. And in the end there will be nothing else for us to do but shop. According to a 2015 survey by The Bureau of Labor, Koolhaas is not wrong in his conclusion. As the average American spends 45 minutes of each day shopping in store and online. A huge leap in comparison to other daily activities such as socializing: 30 minutes & housework: 13 minutes. In my lifetime shopping has colonized every aspect of our daily life. From museums, train stations, airports to even our own homes with the ability to order items with a simply click of a button. Societies ability to shop 24 hours a day has devalued objects. Creating a new economy based on something more valuable and fleeting. The experience. An experience is not an amorphous construct; it is as real an offering as any service, good or commodity. The concept of selling experiences is spreading beyond concerts and museums and into shopping. With stores like Sonos, Prada, Dover Street Market, and Kith paving the way in New York City. Today shopping has become a genuine way for us to explore and experience culture. Defining our place in the world, and linking us culturally through the act of consumption. As modern-day shopping braves new frontiers with the help of technology, It is hard to believe that consumer culture was created in America just a century ago with the big box dream of shopping as a form of experience and education.
◆The Brief History of Shopping.
Shopping has existed for as long as we have needed material goods and have had something to trade for them. But the idea of shopping for pleasure and delight only recently came alive in the 18th century when people began to have more money than they needed to fulfill their basic needs. They began finding new ways to spend their disposable income, and in turn allowed a market to develop for items that were “wants” instead of “needs.” A century later a man named John Wanamaker, later know as the American forefather of the department store. Built one of the most renowned and beautiful store buildings in the entire world in Philadelphia in 1910. With products from across the globe, displayed with exhibitions of Old Master Paintings and exotic objects d’art. The grand department store was a portal to the world, the commercial twin of the great encyclopedic civic museums, where uplifting and educating the masses was serious business. 800 miles away in Chicago, Aaron Montgomery Ward was making a name for himself by allowing people who lived outside the city to experience and have access to the store through a printed mail order catalogs. Each of his catalogs boasted the phrase “Our Trade Reaches Around the World” as consumers were given access to products nationwide. Montgomery’s approach to shopping via catalog was enormously profitable, and in no time his sales of products from buttons to buggies made him one of the largest businesses in the Chicago area.
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Goals & Philosophy
Dom’s goal is to create a place where Young adults between the ages of 23–35 can enrich their daily lives and experience the world without leaving New York City. Dom Core Philosophy & Principles
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Entertainment
Educational
Aesthetic
Escapist
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Inventory
Like a contemporary 17th century cabinet of curiosities, Dom will be stocked with tangible objects that share two cities identities every season. Dom will sell an array of objects. Ranging from ephemera, books, fashion, furniture, to artwork. While Dom’s stock may seem eclectic, it is not random. Each object in the collection has been hand chosen from research and outreach to local and emerging artists, designers, collectors, crafts people who live in each featured city. Here is a sample of five objects that will appear in Dom.
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Brussels
Tin Tin Enamel Pin Created by Herge $5.00
Materials: Painted Enamel 0.5” x 0.5”
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Moscow
Soviet Space Enamel Pin Created by SOLKO $12.00
Materials: Painted Enamel 0.5” x 0.5”
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Brussels
11 Projects Created by DOGMA $32.00
Information: 120 Pages 28 x 23 cm Paperback
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Moscow
The Action Is The Form Created by Strelka Institute $27.00
Information: 70 Pages 4.4” x 0.2” Paperback
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Brussels
Ruffled Dress Created by Sophie D’Hoore $125.00
Materials: Light Blue Striped Linen-Cotton Blend
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Moscow
Double Sleeve Sweater Created by Gosha Rubchinskiy $98.00
Materials: Knit Jacquard Sweat With Double Cuff
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Brussels
First Chair Created Muller Van Severen $529.00
Materials: Lacquered Steel Dimensions: H 311⁄2” x W 15” x D 191⁄4”
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Moscow
Crosby Chair Created by Crosby Studios $1575
Materials: Steel With Pink Powder Coating. H 412” x W 10”
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Brussels
Untitled Created by Kasper Bosman $1125.00
Information: Oil on Canvas 28 x 21 cm
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Moscow
Crosby Chair Created by Sanya Kantarovsky $1575
Information: Oil, Watercolor on Linen 140 × 102 cm
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Brick & Mortar Store
As a young adult in New York it is hard to escape the constant amount of work and never ending screens. Dom strives to give these frustrated creative a new way to enrich their daily lives when they are unable to travel. A space in New York City to explore, create memories and experience a new set of cities. Dom’s layout will include a living room, bedroom and backyard devoted to each city. Showcasing storied objects for sale in the context of someone’s private interior. Using the mechanisms of travel Dom guests can embark on their journey through the devoted city rooms. Each city’s space has been custom designed with the senses in mind using native materials, textures, scents and sounds.
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Floor plan
Living Room
Floor plan
Bedroom
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Backyard
Backyard
Bedroom
Bedroom
Living Room
Living Room
Backyard
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Floor plan Divided in Half by City
Floor plan Customer Flow
Brussels
Moscow
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Brussels
Moscow
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Guest are encouraged to grab a seat, get their bearings, access the Dom app and collect a catalog featuring each objects in the store this seasons.
Dom uses beacon technology to allow our customers to find and learn more about each of the products in our inventory through the Dom app.
Dom Printed Catalog
In Store Dom App
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You are welcome to make yourself at home, pull books off the shelf, open drawers, and learn more about each object by simply scanning the objects beacon with your iPhone.
Brussels | Bedroom
Moscow | Bedroom
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Brussels | Bedroom
Moscow | Bedroom
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The beacon will reveal video content and social links about the objects creator, as well as a map showing where in the featured city the object was materialized.
Object With Devoted Beacon
Content Revealed About Object in Dom App
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Find an item you like simply approach the beacon and purchase it in the app. The object will be collected and packaged waiting for you at the front when you are ready to depart.
There is no traditional check out in Dom. All purchases are completed through the Dom in store app.
Object Ready For Purchase
Dom App Cart
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Along the journey there are opportunities for you to get your photograph taken at designated areas. Just reach the photo area and tap the camera on the app. Dom will take care of the rest, creating a souvenir of your adventure.
Photo Prompt on Dom In Store App
Captured Photo View on Dom In Store App
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When you are ready to depart the collection your item at the front or arrange for a home delivery for a larger piece.
Dom Bag And Purchased Objects
Dom Delivery Truck
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Dom Team
Dom’s design team will consist of artists, photographers, designers, developers, printers, and architects.
Rafael De Los Santos Developer | Programmer Pentagram
Michael Abel Architect MOS Architects
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Katrina Cervoni Photographer Freelance
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Brand & Visuals
The simple square blocks that make up urban city grid inspire the Dom identity.
The Grid
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Word Mark
The letter forms for the Word Mark are created using 45 degree angles and 90 degree angles.
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Word Mark
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Patterns for each city are created using the same grid as the mark. 45-degree angles and 90 degree angles are used to create patterns for each city and icons.
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Pattern Creation Example
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City Patterns
City Patterns
Prague
Amsterdam
New York
Paris
Hong Kong
Moscow
Brussels
Tokyo
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Primary Typeface
Aa Aa
Primary Typeface
Favorit is a straight forward low contrast grotesque that combines a rigid drawing with subtle oddities and a humorous touch. Each cut has more then 700 characters, among which graphical symbols and arrows, or alternates.
Favorit Medium
Favorit Regular
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Primary Typeface
Primary Typeface
Favorit Regular
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghigklmn opqrstuvwxyz 0123456789 !@#$%^&*()-+
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Primary Typeface
Primary Typeface
Favorit Medium
ABCDEFGHIJKLMN OPQRSTUVWXYZ abcdefghigklmn opqrstuvwxyz 0123456789 !@#$%^&*()-+
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Color Palette
Color Proportions
The following pages demonstrate the primary and secondary color palettes and their RGB and Pantone values. The base colors for Dom brand language are black and white. In choosing black and white for the primary brand colors we wanted to elevate the colors of the objects to play an important roll in the brand language. Allowing them to shine without competing with the brand colors. The proportions on the right represent how the colors fall hierarchically
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Primary Color Palette
Primary Color Palette
C 0 M0 Y 0 K 0
C 0 M0 Y 0 K 100
R 255 G 255 B 255 #FFFFFF
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R 0 G 0 B 0 #000000
Pantone Process Black
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Secondary Color Palette
Secondary Color Palette
C 100 M 60 Y 0 K 0
C 0 M0 Y 100 K 0
R0 G 101 B 228 #0065e4
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R 255 G 242 B 0 #fff100
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Applications
Applications Overview
New Chair Kasper Bosman Price $10.00
0123456789
78
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Mug
Bookmark/Price Card
New Chair Kasper Bosman Price $10.00
0123456789
Front
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Back
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Translucent Plastic Bag
Canvas Tote Bag
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Van Mercedes XL
Van Mercedes XL
Side
Side
Primary Mark Black Vinyl
City Pattern Black Vinyl Wrapped around Van
Primary Mark Black Vinyl
Back
Back
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Stationary Suite
Stationary Suite Overview
157 Rivington Street New York, NY 10002
Shannon Jager 157 Rivington Street New York, NY 10002 dom.nyc
dom.nyc
86
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P 917.222.1555
F 917.222.1555
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Letterhead
Letterhead
8.5 in 0.57 in
5 in
157 Rivington Street New York, NY 10002
0.57 in
157 Rivington Street New York, NY 10002
Address Favorit Medium 9 pt Leading: 11pt #a5a3a8
Shannon Jager 157 Rivington Street New York, NY 10002 dom.nyc
Address Favorit Medium 9 pt Leading: 11pt #000000
Shannon Jager 157 Rivington Street New York, NY 10002 dom.nyc
Body Text Favorit Medium 10.5 pt Leading: 12.5pt #000000
11 in
dom.nyc
P 917.222.1555
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F 917.222.1555
dom.nyc
P 917.222.1555
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F 917.222.1555
Footer Text Favorit Medium 9 pt Leading: 11 pt #a5a3a8
Business Card
Business Card
3.5 in
Shannon Jager President
P 917.222.1555 shannon.jager@dom.nyc 157 Rivington Street New York, NY 10002 dom.nyc
Shannon Jager President
P 917.222.1555 shannon.jager@dom.nyc 157 Rivington Street New York, NY 10002 dom.nyc
Text Favorit Medium 6.6 pt Leading: 8.25pt Black
2 in Text Favorit Regular 6.6 pt Leading: 8.25pt Black 0.2 in Front
Front
3.5 in
2 in
Back
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Back
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Envelope
Envelope
9.5 in 0.37 in
Primary Logo Mark 4.125 in
Front
Front
1 in 157 Rivington Street, New York, NY 10002
0.65 in
0.3061 in
157 Rivington Street, New York, NY 10002
0.65 in
Address Favorit Medium 8.5 pt
Back
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Back
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Primary Wordmark 877 U
Catalog
Catalog Overview
Issue Number 01
Spring 2017
An Inventory of Two Cities
Front
Issue Number 01
Spring 2017
An Inventory of Two Cities
94
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Back
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Catalog Interior Pages
Catalog Interior Pages
05
04
03 Hand Painted Chest
Soviet Space Glove
Brick Sofa
07
06 Glacier
Dinner Set
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Catalog Cover
Catalog Interior Pages
Binding Perfect Bound
Primary Word Mark White
8 in
Text Favorit Medium 16 pt White
04
4 in
Issue Number 01
03
Spring 2017
16 in Text Big Caslon 200 pt Black
4 in
10 in
10 in Die Cut Cover Revealing image
Hand Painted Chest
An Inventory of Two Cities
Paper: OMM Gloss 250 gsm
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Text Favorit Medium 35 pt White
Soviet Space Glove
1 in
1 in
Text Big Caslon 32 pt Black
Text Big Caslon 15 pt Leading 18pt Black
Paper: Perigoud Condet Matte 90 gsm
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In Store App
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In Store App Complete Object Inventory
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In Store App Object Information
In Store App Object Information Continued
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In Store App Cart
In Store App Receipt
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In Store App Photo Option
In Store App Icons
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Hamburger
Exit
Cart
Search
Camera
Home
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Website
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Website Overview Brussels
Moscow
New Chair Created by Muller van Severen $575.00
New Chair Created by Muller van Severen $575.00
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Website Homepage
Website Homepage
An Inventory of Two Cities
Brussels
Concept
Brussels
Moscow
New Chair Created by Muller van Severen $575.00
New Chair Created by Muller van Severen $575.00
Moscow
Objects
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Artists
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Website Object Overview
Website Check Out
Moscow
Throne Chair Created by Crosby Studios
Checkout Throne Chair Created by Crosby Studios
Close
Pink Fur Chair Crosby Studios $775
Story
Story
Steel, pink powder fur chair. Created by Crosby Studios. A product and architectural design studio, based in Moscow and in New York City. Simple forms and proportions are at the essence of the studio’s work, as reflected in projects for public spaces, interiors, furniture and graphic design.
Steel, pink powder fur chair. Created by Crosby Studios. A product and architectural design studio, based in Quainity: 1 Moscow and in New York City. Simple forms and proportions are at the essence of the studio’s work, as reflected in Total projects for public spaces, interiors, $775 furniture and graphic design.
crosbystudios.com @crosbystudio
crosbystudios.com @crosbystudio
Add to Shopping Bag
Concept
Moscow
Objects
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Check Instore Availability
Artists
Checkout
Add to Shopping Bag
Concept
Objects
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Check Instore Availability
Artists
Market Landscape
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The experience economy resonates particularly with young adults in the USA between the ages of 23–35. Who believe that experiences have the power to shape their identities and create life long memories that outlast any single purchase.
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◆Audience
Our customer is a western adult between the age 23–35, and are looking for new ways to enrich their daily lives when they cannot hit the road. They values experiences over traditional life milestones, and are constantly dreaming of the next adventure. They are always connected and using their mobile phones for socializing, emails, travel related Google searches and scrolling endlessly through Instagram. They are creators, making new content by snapping photos and videos of their daily life to share with others in their network. They have no issue sharing a story behind the fashion, art and design pieces they own, finding pride in sharing the story both offline and online. In turn creating a cheerleader for Dom that promotes sales by word-of-mouth. These men and women shop at vintage stores, boutiques and regularly buy limited editions online from countries around the world always looking for something new (and hard to find) for themselves. They want something different from what everyone else has, and wouldn’t dare shop in the mall. They love ‘art’ and sharing a connection with the artist. Quickly checking out their instagram, and get to know them through their instagram account. They are not interested in being a part of the trends but r rather she seeks out the “new”, one of a kind pieces that show her or his uniqueness, individuality, and sense of self.
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◆Target Market
The experience economy resonates in particular with young adults in the U.S. between the ages of 23–35. Who believe that experiences have the power to shape their identities and life long memories that outlast a single purchase. 72% of this market is choosing experiences over stuff. Taking 3.2 leisure vacations a year, more than any other generation. With our first launch of the Dom catalog and online store we are looking to target the following consumer segment:
◆Age: 23–35 Always Connected: Voraciously active on popular social networks like Facebook, Twitter, Instagram, Pinterest, and Tumblr. They Instagram their food and document and share every event they attend. Creating personal content for their feeds. Aesthetically Driven: With a keen eye on their day-to-day wear, these male and female are interested in the new and undiscovered.
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The total market for young adults between the age of 23–35 is quite large recently surpassing the baby boomers in population by 1 Million. Making them 85 Million strong in the USA alone.
This market has an appetite for adventure. Spending approximately $30 Billion dollars a year on travel, museums, concerts, entertainment, going out and food in New York City.
Young Adults Age 23–35
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Spending Trends Travel & Tourism
Worldwide 1.98 Billion
USA $500 Billion
PEW RESEARCH 2015
US TRAVEL ORGANIZATION
USA 85 Million
Young Adults $200 Billion
US CENSUS 2015
FORBES TRAVEL & LEISURE 2015
New York 2.14 Million
New York $30 Billion
US CENSUS 2015
FORBES TRAVEL & LEISURE 2015
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◆Market Size
The total market for adults between the ages of 23–35 is quite large recently surpassing the baby boomers in population by 1 Million. Making them 85 million strong in the USA alone. In New York there are an estimated 2.14 million adults. 80 percent of the 23–35 year-old market who live in New York City. Were born elsewhere had a bachelor’s degree or higher, compared to 71 percent of adults in the country. A recent report looking at discretionary spending of this market in New York city in 2015 found that the market was worth an estimated $30 billion and is at pace to grow to $34 billion by the year 2016. The report also revealed that 72 percent of this market choosing experiences like travel, concert tickets, dinners over things. On average taking 3.2 leisure vacations a year, more than any other generation. Nearly two-thirds of travelers today are women, reports the George Washington University School of Business. Women also make up 54 percent of coveted affluent travelers with annual incomes of $250,000 or more, up from 42 percent in 2010, according to the travel and hospitality marketing firm MMGY Global.
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Competition Matrix
◆Competition
Dom is at the forefront in an exciting and growing market in experience shopping. The city of New York City has a handful of stores that are offering experiences tied in with their products. With stores like Sonos, Prada, Dover Street Market and Kith paving the way in New York City. Dom will distinguish itself in this market by bringing the experience of travel to people’s day-to-day lives, showcasing object in context and not on a pedestal of high to low-end objects from pencils to paintings. Dom will tap into the number of professional artists in New York City. And will also fill the needs of the growing market of young adult. Dom is an active store that constantly evolves sharing a new city every four months. Dom’s focus is on city’s that are a bit off the beaten track. We are not interested in cities with a long history of tourism, but in stead those shrouded in mystery like Moscow. Dom is a store that does not just stock objects but instead experiences and will set new precedents for how we look at the future of shopping.
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Value Exchange
Every season we will form relationships with creators in each city. Buying from them directly, thus avoiding middle man mark-ups.
Moscow
Brussels Cyber 69 Artist
David Uzochukwu Photographer
Gosha Rubchinskiy Fashion Designer
Kasper Bosman Painter
Anna Kulachek Designer
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Sophie D’Hoore Fashion Designer
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◆Location
Dom will set up its first brick and mortar store in New York, however, with the ability to shop online, we’ll heavily promote ourselves throughout the world. Striving to become a border-less brand. Dom will be located in China Town, New York, with a 1500 square foot store. The will allow Dom to enjoy lower rent prices averaging $55/square foot, avoid competition and in turn become a destination shopping experience. Catering to a particular clientele who would avoid tourist traps and would travel to Dom for the experience and curated objects.
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Instagram Initiative
◆Marketing
You Tube: Dom will be using targeted ads on travel videos for the city’s featured. For our local New York markets “I want to get away moments”. Instagram: Dom will launch campaigns and contest to encourage user generated images, which we will then upload to our product pages to build a community around our brand, and the values we stand for. Dom will become a platform for creative celebrating everyday design. Having takeovers from influencers around the world to share their best finds in the city they call home.
Other Social Media: We will create accounts and promoting our brand story as well as sharing links to like minded events to regularly engage our Facebook, Twitter, and Pinterest communities. Public Relations: We will promote our story, values, and fashion to leading fashion blogs and print magazines emphasizing our association with new and emerging designers. We will be targeting our promotions to websites like: It’s Nice That, AIGA Design, Creative Boom, Monocle, and the New York Times. Daily Operations: For our day-to-day operations, Dom has established several key partnerships that ensure long-term durability and the ability to scale alongside demand for our goods. We will work closely with the featured city’s tourism board. Working with them to source and highlight objects. And Dom will look to partner with an airline like Air Canada who regularly flies to every destination.
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Like-Minded Brands and Creative News Outlets
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Business Plan
Dom’s business plan involves three comprehensive stages. Initially Dom will focus on creating a printed catalog, then a pop-up store and then a permanent location. For each phase in the business plan there will be different measures of success as well as specific costs that are outlined over the next pages. Dom will be using a retail and e-commerce revenue model.
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Phase 1 Catalog & Online Shop
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Phase One will start with the release of the Dom online shop & printed catalog. In a world where we are the sum of our analytics, it is important to Dom to develop a relationship with its customer’s offline in the privacy of their own homes.
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Phase 1 E-commerce Site & Catalog
Phase 1 E-commerce Site & Catalog
Costs Item
Collaborator
Costs
Web Development
Simz Studio
Web Design
In-house Designer
Hosting & Web Services
Digital Ocean
Customer Service
Influx
Design & Pre Press
In-house Designer
Paper & Printing (5000 copies)
Shapco
Mailing & Distribution
USPS & Disticor
$1500
Marketing
Social Media & Print
$3000
$29,000 $7000 $500 $3000 $500 $15,000
Total
$65,500 Phase 1 | Start-up Costs 4 Months
Dom Printed Catalog
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Phase 2 Pop-up Shop
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Phase Two explores the possibility of brick and mortar operations through testing a six-week pop-up stores in New York City.
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Phase 2 Pop-up Shop
Phase 2 Pop-up Shop
Costs Item
Frequency
Rent
($8500) x6 Weeks
$70,000
Security Deposit
x1
$30,000
Renovations & Materials
x1($400)
$40,000
Utilities
x6 Months
Insurance
x4
$3500
Payroll
x4
$20,000
Shipping
x1
$1500
Home Delivery
x1
$2000
Hangers & Bags
Reoccurring
$2500
POS In Store App
x1
$10,000
Misc
x1
$2560
Operating Expenses
x1
$1500
Accountant
x4
$16,000
Advertising
x4
$4500
Public Relations
x4
$10,000
Printed Materials
x4
$20,000
Costs
$2400
Total
$210,500 Phase 2 | Start-up Costs Six Weeks
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Phase 3 Brick & Mortar
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Phase 3 will focus on securing a location and working with an architect to create a permanent Dom space. The Dom brick & mortar store can offer things difficult to achieve online: an intimate relationship with things, foster new relationship with materiality, an experience that contextualize objects, a place to socialize with a like-minded community, and most importantly, a respite from the avalanche of too much stuff.
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Phase 3 Brick & Mortar Store
Phase 3 Brick & Mortar Store
Costs Item
Frequency
Costs
Rent
($8500) x12 Months
Security Deposit
x1
$18,500
Broker
x1
$10,000
Renovations
x1
$300,000
Utilities
($400) x12 Months
Insurance
x4
$11,500
Payroll
x6
$250,000
Shipping
x1
$5500
Home Delivery
x1
$30,000
Hangers & Bags
Reoccurring
In Store App Dev.
x1
$20,000
POS In Store App
x1
$10,000
Misc Operating Expenses
x1
$5000
Accountant
x1
$3500
Advertising
x4
$16,000
Public Relations
x4
$10,000
Printed Materials
x4
$48,000
$102,000
$7800
$2500
Total
$925,500
Phase 3 | Brick & Mortar Store First Year | Start Up Costs
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Bibliography
1. “American Time Use Survey—2015 Results.” N.p., n.d. Web. 23 Oct. 2016. 2. “Canadian Time Use Survey —2011 Results.” N.p., n.d. Web. 10 Oct. 2016.
11. “Prada Epicenter New York.” OMA. N.p., n.d. Web. 04 Nov. 2016.
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