Created By: Jackie Tirbaso, Rachael Kosier, Taylor Allen
Abstract
Love Me 2 Times has come together to write this paper in order to demonstrate the analytical and creative processes behind the establishment of the company and brand.
The process began with conducting research of the accessories market, with an eye for a hole to create a niche market. The founders of the company discovered the wide gap for eco-friendly jewelry and accessories, and felt that they could fulfill this spot. The most environmentally friendly cities in the United States were researched, and Boulder, Colorado was the perfect match. They grew to love the city, and have set up recycling collaborations with different businesses throughout the county. They spent much time researching the consumer, and they all came to know and understand what she wants. After gaining inspiration from nature, the environment, and worldly travels, the brand was brought into existence. Products were developed and created, along with all other aspects of retail settings. The company has planned for the launch of their brand and grand opening of their flagship store in the up-coming year.
Jackie, Rachael, and Taylor have worked so hard to create this new, innovative jewelry and accessories brand in order to bring “green� consumers what they want. After many long hours and hard work, they are very proud to be able to announce these milestones within the company.
Table of Contents
Company information
Company Overview Product Sketches, Offering & Price Range Finished Prototype Target Market Customer Profile Competitive Stores/Brands Within Region Fashion Cycle Emphasis Buying Behaviors
1-10 2 3 4 5-6 6 7-8 9 10
Market & Industry Research Highlights
11-26
From Inspiration to Concept
27-36
Sourcing
37-42
Sales Plan
43-46
Where is your product going to be sold? Demographics Boulder, CO Background Information Online Channel Scope and Size of the Accessories Segment Unique Characteristics Expectations from the Accessories Segment Product Requirements Key Labels/Brands - Competitors Wholesale and Retail Price Points Customer Lifestyle Inspiration Concept Inspiration Board Concept Board Product Line List
Sourcing Recycling Campaign Cost Sheet Sales Line Plan
12 13 14-16 17-18 19-20 21 21-22 22 23-24 25 26 28-29 30 31-32 33-35 36
38-40 41-42 45 46
Branding, PR & Advertising
47-58
Conclusion References Appendix
59-60 61-65 66-72
Branding Packaging Product Marketing Product Launch Media Kit Advertisement
Technical Package
48-49 50 51-52 53 54-56 57-58
67-72
Company Information
1
2
Love Me 2 Times Background Information Love Me 2 Times is a fashion accessories and jewelry company that provides it’s customers with handcrafted, one-of-a-kind pieces. They place a strong emphasis on keeping all products and processes eco-friendly,all while trying to help the community as much as possible.
Mission Statement We are in business to serve the eco-friendly customer who is looking for a more affordable way to express her values and style simultaneously. We deliver sustainable, hand-crafted products in the most ethical and responsible way possible.
Vision Statement We strive to be the most sustainable company in the accessories industry, with our customers recognizing the unique, innovative designs.
Company Values
G reen Design R educe, Reuse, Re-purpose E nvironment E co-chic N eighborship
Company Goals Fill the hole in the market for recyclable material that is affordable and stylish Support the lifestyle of the go-green movement in a fashionable, environmental way To reuse unwanted, broken jewelry and recycled materials to create new, innovative accessories
Product Category: Recycled Accessories
3
Spring 2013 The price range of the pictured Love Me 2 Times’ Products is $39.00-$89.00.
4
Finished Prototype
5
Target Market: VALS Types: Achiever/Innovator Achiever Motivated by the desire for achievement, Achievers have goal-oriented life styles and a deep commitment to career and family. Their social lives reflect this focus and are structure around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect au thority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery. With many wants and needs, Achievers are active in the consumer market place. Image in important to Achievers; they favor established, prestige prod ucts and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of timesaving devices. Innovator Innovators are successful, sophisticated, take-charge people with high self esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.
Image obtained from: http://www.strategicbusinessinsights.com/vals/demobehav.shtml
6 Gender: Female Age: 18-28 Location: Boulder, CO and Eco-Friendly Cities across the U.S. Income: $50,000 - $100,000 Education Level: College Graduate Status: Single Occupation: Artistic Careers
Customer Profile Faith is a 25 year-old Caucasian female who is the owner of a small photography studio in Boulder, Colorado. She lives comfortably, and brings in just enough income; just over $50,000 per year, to fulfill her needs and wants. She aspires to give back to the community in all possible ways, and spends much of her time volunteering for a non-profit organization. She is very laid back, free-spirited, and caring, and likes to involve herself with the same type of people. She enjoys traveling, going for bike rides, hiking, and spending time outdoors. Her social life is very important to her, as is family life.
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Competitive Stores/Brands Within Region Angie Star 1807 Pearl St., Boulder, CO 80302 Angie Star Jewelry was founded in 2002 by two sisters, and has evolved into a design studio that showcases custom, hand-made, sustainable jewelry collections. They work together to create timeless pieces for everyone, everyday.
Blue Skies 1110 Pearl St., Boulder, CO 80302 Blue Skies is the company that was created from a collaboration of two world-travelers who are passionate about art and craft. They place an emphasis on fair trade products and recycled goods, in order to create a unique selection of items in their store. The store also serves as a gallery, they host special exhibits, and showcase collections year-round.
Jacque Michelle 2670 Broadway, Boulder, CO 80304 Jacque Michelle is Boulder’s premiere women’s fashion and accessories boutique. The company is the area’s leading retailer for Hobo Leather Goods, Spartina Handbags, Moksha scarves, and Icelandic hats and gloves. They strive to help women find the perfect accessories to proclaim their personal style.
Savvy on Pearl 1114 Pearl St., Boulder, CO 80302 Savvy on Pearl is a locally owned, exciting boutique that specializes in clothing, footwear, bags, jewelry, and accessories. They present fashion forward lines, with appealing styles for men and women of all ages.
Sol Stones 1300 Pearl St., Boulder, CO 80302 Sol Stones Jewelry has been in business for 13 years, and their primary store is located in Boulder. All pieces are also sold at SolStonesJewelry on Etsy. All of the jewelry is handcrafted with semiprecious gemstones, metals, silk, and pendants from around the world and are all colorful, delicate and whimsical.
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Competitive Shopping Map
Image obtained from: http://www.boulderdowntown.com/shopping/jewelry
Starfish 1136 Pearl St., Boulder, CO 80302 Starfish is a unique jewelry accessories boutique that allows their customers to have the experience of designing their own one of a kind pieces of jewelry. All jewelry is hand stamped with vintage turn of the century tools onto pendants of sterling silver and 4 colors of gold. Names, dates, and fun quotes can be added each year, and will definitely last a lifetime. The company is a member of the Green Business Alliance, and use 100% recycled packaging. Some other competitors in Boulder include Gold mine Vintage, Gypsy Jewel, and Sweet Bird Studio. http://www.boulderdowntown.com/shopping/jewelry
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Fashion Cycle Emphasis Accessories are something people are continuously wearing. Ten years ago, fashion design consisted of apparel, and the accessory industry was merely an understated little sister. According to Fashionista.com and The New York Times, accessory design is where the money is being made for designers in the fashion industry. This part of the fashion cycle is due to the recession. Why would a consumer spend three times more on an over the top garment, when they can purchase a much more inexpensive accessory to dress up a simpler garment in order to make it their own? So far, in 2012, 75% of revenue at Michael Kors has come from his accessory collection.
While a mini skirt may appear and disappear back and fourth on the fashion cycle, a necklace will always last. Accessories are always being worn, but even more so right now. Accessories are currently on the up and up on the fashion cycle.
As far as environmentally friendly products and the fashion cycle, eco is also on the rise. The New York Times also states that 45 million Americans regularly buy earth-friendly products. Eco choices are rendered as fashionable, partially thanks to celebrities like Kelly Clarkson and Lenny Kravitz performing at Earth concerts, and Lauren Conrad launching an eco-friendly accessories line.
https://www.idexonline.com/index.asp
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Buying Behaviors Our target consumer is someone who is generally cautious with their money, but still willing to splurge for a product they really love now and again. Their buying behaviors are frugal and practical, purchasing staple pieces that will last many seasons. They steer towards organic and environmentally friendly products. Our consumer will spend more for good quality because they know that in the long run it Is saving them money. They are also willing to spend a little extra cash for unique pieces of clothing and accessories. They know it is worth the extra money to be the only one with a fun and original statement piece.
Generation Y: Shopping Habits Generation Y, the age group of 18- to 29-year-olds, are more technology focused than any previous generation. However, this trend doesn’t keep this group away from retail storefronts. According to a recent study, forty percent of Gen. Y participants prefer to buy locally, even more expensive products. This group of consumers are loyal shoppers, and although they spend much time researching and shopping online, they still prefer the retail experience.
Market & Industry Research Highlights
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Where is your product going to be sold? Brick and Mortar: 1136 Spruce Street Boulder, CO 80302 709 Square Feet $26/SF/Year $1,537/Month
“Prime
Downtown Boulder retail space located at the corner of Broadway and
Spruce. Features include: high visibility building signage from Broadway, storefront street parking and next door to the Spruce Street parking garage. Perfect for retailers, stock broker, insurance agents other tenants who need easy access and storefront identity.� (Cityfeet.com)
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DEMOGRAPHIC INFORMATION POPULATION
2011 Male Population 2011 Female Population % 2011 Male Population % 2011 Female Population 2011 Total Adult Population 2011 Total Daytime Population 2011 Total Daytime Work Population 2011 Median Age Total Population 2011 Median Age Adult Population 2011 Age 18-20 2011 Age 21-24 2011 Age 25-29 % 2011 Age 18-20 % 2011 Age 21-24 % 2011 Age 25-29 2011 Total Population
INCOME
2011 Median Household Income 2011 Per Captia Income 2011 Average Household Income 2011 Household Income $50,000-$59,999 2011 Household Income $60,000-$74,999 2011 Household Income $75,000-$99,999 % 2011 Household Income $50,000-$59,999 % 2011 Household Income $60,000-$74,999 % 2011 Household Income $75,000-$99,999
RETAIL SALES VOLUM E
2011 Jewelry Stores 2011 Women's Clothing Stores
1-mi.
3-mi.
5-mi.
13,248 12,487 51.48% 48.52% 23,886 37,853 29,655 22 23 6,242 8,353 2,066 24.26% 32.46% 8.03% 25,735
42,798 40,445 51.41% 48.59% 72,974 116,904 83,250 23 25 12,497 22,031 6,533 15.01% 26.47% 7.85% 82,243
55,324 52,424 51.35% 48.65% 93,322 141,545 98,737 24 28 14,370 25,936 8,315 13.34% 24.07% 7.72% 107,748
1-mi.
3-mi.
5-mi.
$45,652 $34,227 $84,355 733 829 1,209 7.02% 7.94% 11.58%
$47,760 $38,017 $92,734 2,276 2,466 3,277 6.67% 7.23% 9.60%
$54,987 $41,124 $99,141 2,972 3,596 4,613 6.65% 8.05% 10.32%
1-mi.
3-mi.
5-mi.
$3.45M $11.71M
$12.19M $41.30M
$16.96M $57.07M
Information obtained from: http://www.cityfeet.com/Commercial/ForLease/1136-Spruce-Street-Boulder-CO80302-17755515L17755515L0.aspx
14 Boulder, Colorado is a city located at the base of the foothills of the Rocky Mountains, about twenty-five miles northwest of Denver. The city was founded in 1859 by explorers seeking the riches of gold. After many years of miners, in the “1950’s, 60’s and 70’s Boulder was booming with big business… Today, Boulder has 103,000 residents in addition to 29,000 University of Colorado students. Many things in Boulder have changed since it’s humble beginnings, however there is much that has not. Boulder is as beautiful as ever, and due to well though out planning and preservation, Boulder has not lost its individuality or uniqueness as a beautiful place to work and play. Boulder is now famous for its value of environmental preservation, education, and quality of life. A city that was once considered uninhabitable, as it was a part of the Great American Desert, has flourished to what it is today, overcoming many problems and impediments along the way (www.bouldercoloradousa.com).
The predominant industries in Boulder are science and technology related. Since the growth of these industries, the establishment of defense contractors, applied and pure research centers, and satellite and communications companies has attracted millions of dollars into the local economy each year. The technology boom has filtered down into other industries, increasing the city’s manufacturing and retail base. Boulder established as Economic Vitality Program in 2003, which primary purpose is to attract new businesses and retain and expand existing businesses. It
15 also strives to make the local retail environment appealing to the residents of Boulder County. This program’s main goal is to increase the amount of sales in retail and to increase the number of unique shops that define the Boulder experience. The county saw a solid growth in retail sales during 2011 (Boulder: Economy).
The University of Colorado at Boulder is located in the city and has around 29,000 students enrolled. This University was the first University in the nation to use renewable energy powered by wind. Boulder’s economy is driven by the University, federal research laboratories, and more than 6,600 small businesses and corporations, all woven into an entrepreneurial fabric. Boulder’s estimated Gross Domestic Product (GDP) in 2010 was 3.2% and seems to be on the rise. Boulder’s retail trade is the largest among all industries in the Boulder economy. Retail trade accounted for 5.3% and contributed $943 million to the metro economy. The estimated retail sales for 2007 was $4,039,254, and has steadily increased due to the expansion of the most popular industries. Boulder’s strong economy can be explained by all the programs that the government is placing in this area to increase sales and awareness, as well as promoting the Green Lifestyle, in which majority of residents agree with.
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Boulderites embrace the Green Lifestyle. The city is also a home to many other lifestyles, such as: Boomtown Singles, City Start-Ups, Up-and-Comers, Blue Chip Blues, and New Homesteaders. Boulder County is a national leader in innovative sustainability efforts. The Zero Waste Program advocates waste by remodeling resource management on the waste-free and self-sustaining systems found in nature (Green Lifestyle). Boulder has a Green Points Building Program, which was designed to help homeowners find products and designs for building “green,� while encouraging Boulder homeowners to include cost-effective and sustainable remodeling and building methods that conserve fossil fuels, water, and other natural resources. Green Points promotes the recycling of construction materials, which reduces solid waste and promotes better indoor air quality. Boulder also has a program called Recycle Boulder and Eco-Cycle, which operate a 24-hour, 7-day a week Recycling Drop-Off center. This free, organic waste drop-off center is open to the city of Boulder residents. Boulder is a community with high-ethical standards: focused on preserving natural open space, a clean and beautiful environment, and a reduction in pollution (Boulder, Colorado USA). We plan to place our flagship store in Boulder, Colorado in hopes of reaching a broader market that have the same values as our company. In the future, we plan to expand to cities such as San Francisco, Seattle, Oakland, Denver, Portland, and many more.
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Online Channel: http://www.lovingeco.com/lovingeco-story/ LovingEco: Style for Change
Two women who had a vision to make a difference founded LovingEco in 2010. They are both committed to giving back, and they each deeply care about the environment, the health of women, and the future of the Earth. The founders says that the “site is for all of our women friends, social entrepreneurs, leaders, students, fellow moms, and fashionistas who also do not want to compromise on style and wish to create a more conscious and less toxic world. The core of the brand is serving the community.
LovingEco is known for introducing the best and most innovative eco-friendly products and brands that deliver the merchandise without compromising on style. The company works closely with top brands to bring consumers awesome discounts through private sales. They recognize that consumers are always going to buy, but as people change their purchases to products that are better for the environment and committed to doing good, will together help to change the world.
The LovingEco brand team researches and then searches for the best eco-friendly and sustainable products in fashion & accessories, beauty, personal care and toys for babies and kids. They “look for companies founded and led by innovative thinkers and entrepreneurs who are making a difference, including organic, vegan, cruelty-free, fair trade, recycled, sustainable, made in the USA, made locally, handmade, biodegradable energy and resource efficient� (http://www.lovingeco.com/what-is-eco/).
18 The company believes that everyone and everything can make a difference, so with each purchase, 3% of net proceeds goes to support a social or environmental cause. One of the main goals in the creation of LovingEco was to discover a way to give back and to create a sustainable way to raise funds for non-profit organizations. They strive to be proactive and to help the people who are dedicated to make a difference and creating a healthier world everyday.
Mission Statement: Our mission is to create a healthier planet. We are passionate about inspiring change, giving back, having fun and making eco stylish. LovingEco helps give people the opportunity to make better choices about the products they purchase so that we together can create a more environmentally and socially conscious planet. By choosing to shop here you will create conscious positive choices from organic, recycled, eco-friendly and ethically produced items. And with each purchase a portion of sales goes back to charitable causes. Now start shopping differently…small changes can make a big difference.
Values: Promote healthy product choices Support giving back through charity Commitment to listen and learn from the community Advance ethical and sustainable business practices Laugh and smile everyday Be open to the thoughts and needs of others Promote positive role models for other women and girls Love Me 2 Times is collaborating with LovingEco in order to sell the handcrafted jewelry and accessories online. The company is still too small to set up their own online channel, so setting up a collaboration with LovingEco is necessary. The products will be available for purchase on the LovingEco website, and Love Me 2 Times has agreed to match the donation of 3% net proceeds to support an environmental cause.
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Scope and Size of the Accessories Segment The accessories industry was estimated to have had retail sales of about $29 billion in 2011 and projected to have $30 billion in sales in 2012. Some key trends in the accessories market are a steady recovery and growth from the economic down turn. Sales have gown 4% from the year before decline. The age group of 35 years and up accounted for 60% of sales in 2011, but the age group younger than 35 are still very important consumers. In general, about half of the accessories dollar sales were generated on sale, but consumers were most likely to pay full price for small leather goods, hosiery, and sunglasses. The growth of online purchasing continues to increase with the sales of accessories (Accessories Census 2011).
The artistic segment of the enormous jewelry industry is steadily growing at 9%. This healthy growth can be associated with the value consumers place on owning unique, artistic jewelry. The younger population is familiar with the combination of art and jewelry, which is definitely helping the market to grow.
The trend within the jewelry industry is a movement to handmade, innovative pieces as well as limited production items. Consumers have a desire to be different, so they are purchasing unique pieces of jewelry in order to create distinction, a way of standing out. They are also becoming more confident and are more willing to splurge on Growth of The Various Segments of the Jewelry Industry Image obtained from: http://www.mplans.com/jewelry_marketing_plan/situation_ analysis_fc.php
non-essential items. They are now also more environmentally
20 Information obtained from: http://www.accessoriesmagazine.com/40508/accessories-census-2011#
aware, and realize the impact of everything they consume can be harmful to the environment. There has been a rise in the supply and demand for eco-friendly consumer products. Organic products, including jewelry and fashion accessories, are in high demand and will be desired by retail buyers.
There is not a direct market for eco-friendly fashion accessories, so we aim to help in the production of this market and strive to increase sales and adoration of this unique industry.
Information obtained from: http://www.accessoriesmagazine.com/40508/accessories-census-2011#
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Unique Characteristics The market for eco-friendly products is rapidly growing, including the accessories segment of this market. The sales of this merchandise have not seen a decline due to the economic recession, because the consumers have very strong beliefs about protecting the environment. The consumers from this segment have strong buying power and brand loyalty, due to the suspicion of many retailers advertising environmentally friendly merchandise. Love Me Two Times’ customers will stay loyal to the brand because of the uniqueness that it offers. The brand is recognized for it’s ability to up-cycle exclusive jewelry and accessories that are completely handcrafted in the United States, while remaining environmentally conscious. Although there is not a huge market for eco-friendly fashion accessories, the store will be strategically placed in “green” cities throughout the country, beginning in Boulder. Consumers are becoming more educated on environmental issues, and are now more likely to purchase from green brands.
Expectations from the Accessories Segment The eco-friendly segment of the accessories industry has to deal with the large assortment of consumer expectations in regards to quality, craftsmanship, innovation, and sustainability. One complication found in this industry if that “Consumers are skeptical of promises: Only 47% trust companies to tell the truth in environmental marketing” (Petrecca).
22 Sustainability is one of the consumers main concerns while shopping for trendy, well-made accessories. Consumers’ knowledge of green products is rising, so they are becoming more aware of the eco-friendly practices. They are concerned about the quality of the product, and also the value. The brand name is important to this group of consumers, ensuring that they are purchasing green merchandise. They are not worried about fitting in, they want to stand out, and stand up for the environment.
Our company is going to have to stand out in this niche market. We need to start out strong, and develop a powerful brand image. We have to capture the attention of the consumers, and gain their trust. Having top quality, handcrafted, eco-friendly products will be sure to do so.
Product Requirements There are many very certain product requirements that our company must keep in mind when producing merchandise for this group of consumers. These requirements include eco-friendliness, uniqueness, quality, and price. The most important requirement for the eco-friendly accessories consumer is the sustainability of the merchandise. Our company has to make sure that each and every product is environmentally friendly in every way possible. The consumers of this segment are also concerned with uniqueness. They want to display accessories that are different from everyone else, with the knowledge that they are not hurting the environment. The accessories are hall handcrafted, and created so that each one is unique and innovative, while maintaining a high level of quality.
23
Key Labels/Brands - Competitors Urban Renewal http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=W_APP_RENEWAL Urban Renewal is a segment of Urban Outfitters that takes vintage, dead stock, and surplus materials sourced from around the world, and create one of a kind, handcrafted pieces. They create everything from jewelry to handbags to clothing. Urban Renewal’s general price range is anywhere from $8.00 to $130.00. They do sell some vintage designer jewelry as well, which is at a much higher price point.
People Tree http://www.peopletree.co.uk/ People Tree is another brand that has a similar target market. People Tree is a UK clothing and accessories brand. They make it their mission to protect the environment by using natural resources for their products. Their business is said to be a pioneer in Fair Trade and environmentally sustainable fashion. Their accessories sell from around $10.00 to $32.00. Their price range is slightly lower than what our accessories are worth.
Ecoist http://ecoist.com/ Ecoist is probably the brand that is the most similar to ours. Many of their products are hand-made from everyday objects that constantly get thrown away. Some things they use to make their jewelry include soda pull-tabs, candy wrappers, and chip bags. Their primary focus is jewelry and accessories. Their motto is, “Buy a bag, plant a tree,” because every time they sell a bag or a purse, they plant a tree. This family owned business employs workers from Peru in an impoverished community, in hopes to improve the lives of all those they employ and their consumers. They also want their products to do good to people and to the planet. They have planted over 100,000 trees around the world, and are continuing to sell hand-made bags while planting more trees.
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LoveIt http://www.loveitshop.com/ Tracie Pennypacker decided one day to reconstruct one of her vintage necklaces, and then started designing nonstop. She realized that the time she was spending was becoming more than just a hobby, and so LoveIt was born. She handcrafts completely unique, eco-friendly jewelry from rare antique trinkets, bright vintage Lucite beads, and natural elements. Tracie uses 96% vintage materials and uses environmentally friendly techniques to create her collections. Not only are her designs better for the environment, but also the quality and rarity are one of a kind. “LoveIt is to love giving back while looking great.�
Etsy http://www.etsy.com/ Etsy is a buy and sell website, with a goal of giving more power to very small businesses so they have much more sway in shaping the economy. They also want to make the world a more sustainable, fair, and fun place. There is an entire ecofriendly section on Etsy.com, filled with handcrafted, sustainable accessories. Their price ranges vary from a quarter for some earrings, to $5,000 for eco-friendly diamond rings. There are definitely products that fall into our price range sold on Etsy, making it one of our competitors.
A couple of other online competitors are Blue Avocado by Lauren Conrad and Soulflower.com.
25
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Customer Lifestyle The lifestyle of the eco-friendly accessories consumer is very active, because the young ladies lead extremely busy lives. They will purchase their eco-friendly accessories for two reasons: They will fulfill their need to go-green, and also because the pieces will be used as conversation starters when these women are engaging in their social lives. They often attend wine tastings and dinner parties with friends and family, and enjoy participating in community activities. We understand this customer’s need to be unique, so we have created a line of innovative styles that will favor our very specific target market.
Spring 2013 From Inspiration To Concept
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Inspiration While conducting research for the new up-and-coming accessories line, this new company was also in search of a brand name. Knowing that the brand would be focused on the environment, and handcrafted, up-cycled jewelry and accessories, they wanted something catchy. The girls finally decided upon Love Me 2 Times, with a strong vision for their brand.
For their accessories line, Love Me 2 Times chose to develop products for the upcoming Spring 2013 season. The process started with researching upcoming trends on Style Sight. Some major trends were colors like maroon and grey, especially in particular to eco-friendly trends. Other trends for jewelry were outdoor fantasy fairy inspired pieces, stuff with lots of texture like wings and branches. We chose focus on the outdoor part of this trend and tie in nature to our line. This is when we developed our eco-friendly concept.
to
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Each piece is made from previously used items, such as drinking straws, old clothing, broken jewelry, and old buttons, just to name a few. They continued on with this idea when a Spring 2013 trend on Style Sight called Nutopia was discovered. Nutopia is a trend inspired from the natural environment. It brings together romance with nature; it’s very free-spirited, just like the target consumer.
The girls also took inspiration from travel for the product line. Their consumer is a woman who loves to see the world and experience new things and cultures. She is not someone who would take a private jet to a resort in Bali; she is more unconventional. She’d rather take a boat or drive a hippie van. She is always looking to gain experience. They brought together all of their inspirations in order to create the Spring 2013 product line.
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Concept The company was able to bring together all of the trends they researched and the inspiration they gained in order to create their Spring 2013 jewelry and accessories collection. They wanted the products to reflect the busy lifestyle of the consumer, and tie in the different aspects of travelling and different cultures. Taking shapes and silhouettes from different landscapes and architectures, and colors and inspiration from nature, they were able to successfully complete their first collection.
The straw necklace was inspired from other cultures, a mixture of African and Native American Indian. It is meant to look like fringe, but uses recycled straws. The cuff bracelets and headband were inspired from jewelry in India and the Middle East, which use recycled straws, buttons, jewelry chains, and fabric. The sunglasses were inspired by the sunny beaches in Europe, which are full of glamorous, stylish people. Shapes of objects found while traveling inspired the actual silhouettes of the products. Outlines of famous landmarks like Big Ben and the Eiffel Tower were taken and morphed into the collection.
Inspiration Board 31
32
Concept Board 33
34
35
36 Product Line List
Style # J2210
Retail Price: $59
Product Line
Style # J2211
Retail Price $49 Style # S2230
Retial Price: $89
Style # H2260
Retail Price $39 Style # J2212
Retail Price $49
Necklace
Will be made with previously used ribbon and recycled straws. Will be embelished with other material as customer wants. For ex. (buttons, old jewelry, fabric etc.) Will hook with button.
Bracelet
Will be made with recycled straws and any other recycled objects (buttons) to embellish the clasp
Sunglasses
Wil be made with recycled sunglasses and embellished with buttons on the side. Buttons are customizable by color as well as frames. Each will include a recycled chain/jewelry croakie.
Headband
Each headband will be made of recycled fabric and will be fastened with buttons. Old jewelry will be incornorated into the fabric part of the headband.
Bracelet
Each bracelet will be made with recycled cardboard. Buttons will be placed on each bracelet to embellish.
Sourcing
38
Sourcing
Love Me 2 Times’ products will all be handcrafted and made from recycled materials in the United States. The founders of the company, Jackie, Rachael, and Taylor, will be the designers and main creators of the products. There will be a back room at our store devoted to the manufacturing and creating of products. There will be two people hired to run the sales floor of our store, since they will be taking care of the products and the business side of the brand. They are also going to have product development interns from the University of Colorado to help maintain the production of their products. This will also help to make future connections with the local fashion designers and marketers.
39 We are going to acquire our materials from several locations. We will get straws and other recycled goods from cafeterias in local hospitals, such as Boulder Community Hospital, Boulder Community Foothills, and University of Colorado Hospital. Materials will also be collected from the offices and cafeterias at the University of Colorado and Front Range Community College. Another location we will collect materials from are office complexes throughout downtown Boulder like: Broadway Suites on Broadway Street, Colorado Group on 47th Street, Pearl Street Lofts on 20th Street, and The Registry on Spruce Street. Malls are another big place we will obtain our supplies, including Pearl Street Mall, Crossroads Mall, and Twenty Ninth Street Mall. Our goal is to collect materials not only from shoppers, but particularly from apparel clothing stores with damaged items. We will frequently collect any donated products or materials that cannot be used from the two Goodwill locations in Boulder. Lastly, we will get materials from the Home Depot, and scrap metal, wood, glue, and anything else they cannot use and plan to throw away.
40
Any needed materials that we can not collect through recycling, will be purchased in bulk to reduce costs from online stores like Alibaba.com and Nationaljewelerssupplies.com, and also stores like Costco and the Home Depot.
41 Recycling Bin
Boulder Loves To Recycle Campaign To obtain all of our materials from these listed locations, we have created a “Boulder Loves to Recycle” campaign. We will place a large recycling bin at each of the locations listed in “Sourcing”. Each bin will have a poster that explains who we are and what our purpose it. It will also stress the importance of preserving the earth and recycling. Each bin will be labeled with the materials that are accepted, for example: fabric, plastic, metal, etc.
On Monday mornings, we will split up and each go to different locations where we will empty the recycling bins with the items from the previous week. Once we’ve returned to the studio, we will sort the materials into what is usable and what is not. The usable materials will go through a cleaning process before they are re purposed into new accessories. The unusable materials will then be properly recycled and disposed of. We will encourage recycle to consumers by offering a 10% discount when they bring recycled goods to our store. We will also encourage the “Boulder Loves to Recycle” campaign through social media advertising, such as Twitter and Facebook.
42
1136 Spruce Street Boulder, CO 80302
Sales Plan
44
Love Me 2 Times has planned their sales according to the seasonality of retail jewelry sales. Sales will be steady throughout the year, but will slightly pick up near Holidays like Valentine’s Day and Mother’s Day. They will remain constant throughout the end of the year, when the company will reach peak sales. They are able to create their products for a very low cost, considering the fact that many of the components are recycled objects. The company was able to reach their targeted margins, and are forecasted to make around $35,000 profit for the first fiscal year.
45
COST SHEET COMPANY NAME: Love Me 2 Times
Style # H2260 Style Name: Headband Description: Headband made from recycled fabric, and up-cycled with jewelry and buttons COMPONENTS $/unit Buttons 0.01 Thread 0.02 TOTAL COMPONENT COSTS: PACKAGING $/unit Hangtag 0.25 Bar Code Sticker 0.03 Tissue Paper 0.02 Drawstring Bag 0.19 TOTAL PACKAGING COSTS PACKING - ONLINE ONLY $/unit Cartons 0.05 Tape 0.01 Labels 0.08 Poly Film 0.02 TOTAL PACKING COSTS LABOR Cost Sewing 0.05 Metal Work 0.12 Intern work 0.38 Admin 0.95 TOTAL LABOR: OTHER Cost Rent 1.45 Utilities 0.16 Miscellaneous 0.50 Freight 0.08 Insurance 0.06 TOTAL OTHER:
GRAND TOTAL:
Season: Spring 2013 Wash: N/A Wash Description: N/A
Quantity 3 1 Quantity 1 1 1 1 Quantity 1 1 1 1
$Total 0.03 0.02 $0.05 $Total 0.25 0.03 0.02 0.19 $0.49 $Total 0.05 0.01 0.08 0.02 $0.16 $Total 0.05 0.12 0.38 0.95 $1.50 $Total 1.45 0.16 0.50 0.08 0.06 $2.25
$4.45
46
Love Me 2 Times LINE PLAN
SEASON: Spring 2013
STYLE #NAME J2210 J2211 J2212 S2230 H2260
Necklace Bracelet 1 Bracelet 2 Sunglasses Headband TOTAL
SP/SU SUMMER JAN FEB MAR APR MAY JUN Quantities Quantities Quantities Quantities Quantities Quantities 26 39 32 32 42 35 78 117 95 96 125 104 52 78 63 64 83 69 18 27 22 22 29 24 23 34 28 28 37 30 197 296 239 243 315 262
Fall/ Winter HOLIDAY JUL AUG SEP OCT NOV DEC TOTAL Quantities Quantities Quantities Quantities Quantities Quantities 33 35 32 34 45 118 500 98 104 95 102 135 354 1,500 65 69 63 68 90 236 1,000 23 24 22 24 32 83 350 29 30 28 30 40 104 440 246 262 239 258 341 894 3,790
Wholesale Per Unit $59.00 $49.00 $49.00 $89.00 $39.00 $ 57.00
Wholesale Total $ 29,500.00 $ 73,500.00 $ 49,000.00 $ 31,150.00 $ 17,160.00 $ 200,310.00
Cost Per Unit $ 6.15 $ 5.85 $ 5.65 $ 7.15 $ 4.45 $ 5.85
$ $ $ $ $ $
Cost Total 3,075.00 8,775.00 5,650.00 2,502.50 1,958.00 21,960.50
Margin $89.58 $88.06 $88.47 $91.97 $88.59 $446.66
Branding PR & Advertising
48
Branding Logo
Business Card
Loyalty Card
Front
Back
49
Letterhead
Made from recycled materials
Love Me 2 Times is an upcycled brand, where every item is unique and handcrafted from secondhand materials. We are a company that promotes recycling and sustainability throughout the community, hoping to make the environment a cleaner place.
50
Packaging Hangtag
Product Bag
Tissue Paper
51
Product Marketing We plan to start marketing our Love Me 2 Times collection at Denver Fashion Week. Denver Fashion is an event that happens twice a year, working to build a sustainable and productive new fashion industry in Denver. Local retail stores and boutiques attend DFW, then proceed with orders from their favorite designers.
We will show our Fall collection in April 2013 and our Spring in August 2013. Our line will show three times throughout the week on the runway and for the rest of the week we will have a booth set up, for people to browse, purchase, and to get our name out in the public. This show will be fairly inexpensive. We will have to pay for the cost of gas to commute to Denver from Boulder every day that week, but it will be much cheaper than staying in a hotel room every night. Our accessories models will be made up of our employees and interns, so we won’t be paying extra. One of us will stay at the store each day to continue selling product there. There is also a small fee of $100 to participate in Denver Fashion Week.
52 Once our brand takes off and we start making a little more revenue, we plan to expand our marketing to the Northwest Market Association in Portland, Oregon. NMA also takes place twice a year for one weekend each, in March and August. They showcase footwear, apparel, accessories, and children’s wear from designers and retailers all over the Pacific Northwest. Although the show fee is only $115, it will be much more costly. The cost of a room for the weekend for two of us to attend the show is $402. Our flight and light rail transportation for two of us would be around $416. The recognition our brand will receive from this trade show is worth the extra cost for the weekend.
The last venue we plan to expand to and show at is the Fashion Market Northern California in San Francisco. FMNC is a trade show that occurs five times a year to show Spring, Summer, Fall I, Fall II, and Resort collections. Anyone from established brands to new up and coming designers can show. This show has been the largest on the West Coast for 50 years and has over 2,000 designers and collections each show. We would show Love Me 2 Times twice a year for our Spring and Fall collections at FMNC. The show fee is $200 and a hotel and flight for two people is very similar to Portland, adding the total estimated costs for the show to be $1,100. Like Northwest Market Association, marketing our brand at Fashion Market Northern California will spread our brand all over the Northwest, rather than keeping it secluded to Boulder. It will help to promote new fashions, sustainability, and bring an income for company and employees.
53
Product Launch The launch of Love Me 2 Times’ Spring 2013 collection is going to take place at Denver Fashion Week on April 21, 2013. The company not planning to launch their products until this time in order to begin preparation. They will showcase their products all throughout the week at DFW, and the grand opening event will premiere the following week. On Sunday, April 29, 2013 Love Me 2 Tiimes will open their first brick-and-mortar retail store. The company has special events planned for the day, including an after-hour cocktail party. They will also be offering discounts to the first 100 customers in the store.
The after party will be held in the Spruce Room at Hotel Boulderado, and will run from 7:00 to 10:00 p.m. There will be an offering of select hors d’ oeuvres and cocktails and refreshments.
54
Media Kit Takeaways
55
Invitation
56
57
Advertisement
Web Ad
The Love Me 2 Times Advertisement captures the aesthetic of the brand, while representing a few of the product categories. It will be featured on different websites and also on the LovingEco website. The company has decided to stay away from print ads due to the eco-friendly aspect of the brand. Will be featured on websites such as:
Facebook.com Pandora.com Youtube.com
The company will also feature a radio advertisement on Pandora Radio and on local Boulder, CO radio stations.
58
Radio Ad Hey Boulder! Want a quick and easy way to recycle? Love Me 2 Times has put together a recycling campaign in hopes to bring green into the fashion world! You can help by recycling items such as fabric, plastic, glass, and old jewelry and other previously used items in one of the many Love Me 2 Times recycling bins located around downtown Boulder. The “Boulder Loves to Recycle” Campaign! Is brought to you by Love Me 2 Times and the City of Boulder, Colorado. There’s a reason our city is one of the greenest in the nation, so let’s keep it that way!
The radio advertisement will be featured on Pandora Radio for Boulder, Colorado users. It will also be played on local radio stations, including: KCSU 90.5 FM KDJM 92.5 FM KBCO 97.3 FM KOSI 101.1 FM
Conclusion
60 After long hours of hard work, dedication, and research, Love Me 2 Times was established. Jackie, Rachael, and Taylor brought together all of their market research in order to identify a hole in the market. They soon realized that there is an opening for eco-friendly products, and that consumer demand is always growing for organic and recycled goods.
They initially drew their inspiration from world travels and Spring 2013 jewelry and accessory trends. They were able to design a collection that reflects the lifestyle of their target consumer. All of the products are handcrafted with love in the United States, and the company works it’s hardest to do it’s best ethically, and for the environment.
They have obtained research from many different resources, and have created their first collection forthe product launch and store grand opening. They have researched trends in the industry, and have been able to come up with their sales plan for their first year in business. The company has high hopes in being successful, and have already gained interest in their brand.
After the first year in business, the company plans to expand to further markets, including: Denver, CO Eugene, OR Portland, OR San Francisco, CA Savannah, GA Seattle, WA They also have high hopes of widening their range of products, and showing and selling at more accessory trade shows.
References
62 “Accessories Census 2011.” Accessories Census 2011. N.p., n.d. Web. 25 Sept. 2012. <http://www.accessoriesmagazine. com/40508/accessories-census-2011>. “Apparel & Fashion Accessories.” Alibaba.com. N.p., 2007. Web. 25 Sept. 2012. <http://img.alibaba.com/images/eng/others/ap parel_fashion_accessories_industry_overview.pdf>. “Boulder, Colorado.” (CO) Profile: Population, Maps, Real Estate, Averages, Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News, Sex Of fenders. City-Data, n.d. Web. 25 Sept. 2012. <http://www. city-data..com/city/Boulder-Colorado.html>. “Boulder: Economy.” - Major Industries and Commercial Activity. City-Data, n.d. Web. “Clothing Accessories Industry: Market Research Reports, Statis tics and Analysis.”Report Linker. 2012. Web. 22 Sep 2012. <http://www.reportlinker.com/ci02117/Clothing-Accesso ries.html>. Fashionista . David Minkin, 2012. Web. 21 Sep 2012. <http://fashioni sta.com/>. Instant. N.p., 2012. Web. 24 Sep 2012. <http://us.instantoffices. com/>. Jewelry Marketing Plan (2012): n. page. Print. <http://www. mplans.com/jewelry_marketing_plan/situation_analysis_ fc.php>. Murphy, Kelly . “Ezine Articles .” Ezine Articles . (2012): n. page. Web. 10 Nov. 2012. <http://ezinearticles.com/?Eco-Friendly Fashion-Is-In-The-Bag&id=7090172>. Petrecca, Laura. “Marketing Efforts May End Up In Green Blur; Consumers Seek ‘Meaningful’ Action.” USA To day. 22 April 2008: 10B. Web. 25 Sep. 2012. <Www.lex isnexis.com.library.scad.edu/lnacui2api/delivery/PrintWork ing.do?dnldFileName=Marketing_>.
63 Smith, Ned. “Business News Daily .” Business News Daily . (2012): n. page. Web. 10 Nov. 2012. <http://www.businessnews daily.com/3084-millennial-shopping-habits-revealed.html>. “Urban Renewal.” Urban Outfitters. N.p., 2012. Web. 23 Sep 2012. <http://www.urbanoutfitters.com/urban/catalog/catego ry.jsp?id=W_APP_COLLECTIONS_RENEWAL>. White Apricot. N.p., 2012. Web. 23 Sep 2012. <http://whiteapricot. com/>. Yellow Pages. YP Intellectual Property LLC. , 2012. Web. 24 Sep 2012. <http://www.yellowpages.com/>. “4 Hot Eco Friendly Fashion Trends.” The Daily Green. Hearst Com munications, Inc., 2012. Web. 23 Sep 2012. <http://www. thedailygreen.com/environmental- news/latest/eco- friendly-fashion-trends>.
64 http://www.boulderdowntown.com/shopping http://www.boulderado.com/ http://ecoist.com http://www.etsy.com http://www.loveitshop.com/ http://www.peopletree.co.uk http://soul-flower.com http://www.stylesight.com/home
Appendix: Technical Package Style # S2230
67
DESIGN SHEET COMPANY NAME: Love Me 2 Times ADDRESS:
1136 Spruce Street Boulder, CO 80302
PHONE:
440-506-8630
E-MAIL:
LoveMe2Times@hotmail.com GARMENT INFORMATION
GROUP NAME: Loving-Eco CLASSIFICATION: Accessories SEASON: Spring 2013 GARMENT LABEL: Love Me 2 Times CONTENT: Recycled Materials COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow DESCRIPTION: Headband made from recycled fabric, and upcycled with previously used jewelry and buttons
PAGE #01 STYLE # H2260 SKETCH
68
ILLUSTRATION SHEET
PAGE #02
COMPANY NAME: Love Me 2 Times ADDRESS:
1136 Spruce Street Boulder, CO 80302
STYLE # H2260 GROUP NAME: Loving-Eco CLASS: Accessories
|
SEASON: Spring 2013
PHONE:
440-506-8630
GARMENT LABEL: Love Me 2 Times
E-MAIL:
LoveMe2Times@hotmail.com
COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow
SKETCH
FABRIC INFORMATION N/A
STYLE # WIDTH
SIZE RANGES N/A
DELIVERY DATE
COMMENTS
69
RAW MATERIALS SHEET
PAGE #03
COMPANY NAME: Love Me 2 Times
STYLE # H2260
ADDRESS:
1136 Spruce Street
GROUP NAME: Loving-Eco
Boulder, CO 80302
CLASS: Accessories
|
SEASON: Spring 2013
PHONE:
440-506-8630
GARMENT LABEL: Love Me 2 Times
E-MAIL:
LoveMe2Times@hotmail.com
COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow
SKETCH MATERIALS: Fabric Jewelry Chain Buttons Thread
MATERIALS INFORMATION N/A
STYLE # WIDTH
SIZE RANGES N/A
DELIVERY DATE
COMMENTS
70
COMPONENT SHEET
PAGE #04
COMPANY NAME: Love Me 2 Times
STYLE # S2230
ADDRESS:
GROUP NAME: Loving-Eco
1136 Spruce Street Boulder, CO 80302
CLASS: Accessories
PHONE:
440-506-8630
CONTENT: Recycled Materials
E-MAIL:
LoveMe2Times@hotmail.com
COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow
|
SEASON: Spring 2013
ITEM-VENDOR-CODE-ORIGIN CONTENT SIZE-QUANTITY-UNIT OF MEASURE LOCATION COLOR COMMENTS Recycled Fabric
Cotton
1/8 meter
Recycled Jewelry Chain Local Recycling Partnerships
Metal
1 foot
Back
Buttons Local Recycling Partnerships
Plastic
14 per pair of sunglasses
Front Top
Thread
Cotton
Local Recycling Partnerships
Local Craft Stores
Cypress, Port Royale Yolk Yellow Black
Random
Cypress, Port Royale Yolk Yellow
71
LABEL/PACKING SHEET
PAGE #05
COMPANY NAME: Love Me 2 Times
STYLE # H2260
ADDRESS:
1136 Spruce Street
GROUP NAME: Loving-Eco
Boulder, CO 80302
CLASS: Accessories
|
SEASON: Spring 2013
PHONE:
440-506-8630
Content: Recyled Materials
E-MAIL:
LoveMe2Times@hotmail.com
COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow
ITEM-VENDOR-CODE-ORIGIN CONTENT SIZE-QUANTITY-UNIT OF MEASURE LOCATION COLOR COMMENTS Non-woven Eco-Friendly Drawstring Bag Luoyang Mingchen Industry and Trade Co., Ltd. Henan, China Paper Eco-friendly Jewelry hang tag Young Lion Label Manufacturing Guangdong, China Eco-friendly Tissue Paper & Logo Recycled Paper Shanzhen Guan Yu Yuan Guangdong, China Sticker Bar Code Sticker Young Lion Label Manufacturing Guangdong, China
! Per accessory 35x30 cm
Brown
! Per accessory Art Paper - 128g
Closure
Tan
1 sheet per accessory Mixed Pulp - 50x70 cm
In bag
Tan/ Black
1 Per accessory Adhesive sticker
On Paper Hang Tag
White
72
LABEL/PACKING SHEET
PAGE #06
COMPANY NAME: Love Me 2 Times
STYLE # H2260
ADDRESS:
1136 Spruce Street
GROUP NAME: Loving-Eco
Boulder, CO 80302
CLASS: Accessories
|
SEASON: Spring 2013
PHONE:
440-506-8630
Content: Recyled Materials
E-MAIL:
LoveMe2Times@hotmail.com
COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow
Label attached to arm
Tag attached on inside near buttons
Headband will be packaged in Drawstring Bag