made in the SOUTH
VIP unlimited Athens, GA
empowering style handmade by survivors of domestic violence
Remnant leathers inspire...they're our company's foundation. There’s a freedom about designing prototypes with discarded leather. You can’t make a mistake but can always begin anew. Especially, if you’re a handbag designer with a warehouse of beautiful leftover leather. (Since 2010, all of my Leigh Ann Barnes’ handbag remnants have been vaulted like diamonds in the rough waiting for a design.) While playing with scraps of leather in 2014, I made a metallic lambskin ponytail cuff. The simplicity of the design and convertibility from a bracelet to leather ponytail cuff inspired me to teach local women in need how to make them. With a riveter in hand, a load of grommets and a bag of Italian lambskin scraps, I met with shelters and trained survivors of domestic violence to make the ponytail cuffs and headbands. The women loved making the items so much we made over 10,000 bands, opened a studio on University of Georgia’s sorority row and expanded our bespoke accessory line to include handmade tasseled bracelets, fur mittens, suede ponchos, corseted shearling collars, crocodile belts and cuffs. As for our name, VIP Unlimited, it stands for luxe accessories handmade made by some Very Important People (VIP’s), survivors of domestic violence. These women are our manufacturers. They are paid per piece and able to work in the safety of their new home whenever they like. Best of all, they don't have to worry about finding babysitters. You see, we all can be VIP's if we Value the Importance in People. We also can relate to remnant leather - frayed, torn and afraid of being discarded. But if we see the beauty in each other and band together we can empower. Thus, VIP Unlimited’s mission - empower style ... while encouraging women to reclaim, renew and reveal their innate beauty and giftedness.
Convertible leather headband makes the perfect hatband (patent pending)
Leather Ponytail Cuffs & Italian suede poncho
VIP IN-FOCUS VIP Unlimited is ready ... we’re poised to expand our business and strengthen our brand identity, marketing outreach and industry credibility to the masses. Since officially launching in the 3rd quarter of 2014, our company now has a “patent pending” product and has developed some ingenious manufacturing ties with domestic violence shelters. VIP Unlimited revolutionizes the system by bringing jobs, training and materials to the shelter. Typically, women cannot earn funds at a shelter. Now, INSIDE this safe healing environment, our VIP team of survivors generate an income. Since they’re paid per band, the quantity they create and the funds they secure are within their power and control. Originally, we thought our business model would primarily manufacture items for other designers and major companies. We never dreamed our convertible cuff ponytail product would receive such rave reviews at industry tradeshows. To our surprise, we had a nearly 100% sales conversion rate. Once boutiques saw our unique “rolodex” cuff card display and heard our message of sustainable beauty...they were sold! Thanks to Accessory Council’s advice, our first year efforts focussed on perfecting our product and establishing a business model for wholesale and direct sale platforms. Since September of 2014, VIP Unlimited has: • secured “patent pending” status on our revolutionary leather pony cuff and headache “less” headbands to • opened flagship studio on University of Georgia’s sorority row • manufactured over 10,000 pony cuffs and 2,000 headbands • established a strong retailer network of 123 boutiques in 35 states by debuting product at 8 tradeshows at WWD Magic (August & February), Stitch NY (September & February), Atlanta Shoe Show (September & January), PGA and Atlanta Gift Show The frenzy of interest from boutiques indicates we can make a huge difference. However, the right marketing and partnerships are crucial to reinforce customer knowledge and demand. The more demand for our bands, the more we are able to expand our shelter network and offer more women a way to generate income. The success over the past year in conjunction with the continued spotlight on ending domestic violence places VIP Unlimited at the forefront to radically change women’s lives... we just need a bullhorn!
Reversible Leather Cufflink Bracelets Leather Tassels
Shearling Collar, Fingerless Mitten Cuffs, Boot Spatz Covers
EXECUTIVE SUMMARY Manufacturer of American made sustainable accessories created by women residing in domestic violence shelters throughout the United States. By utilizing remnant leathers from handbag and apparel designers, VIP Unlimited gives designers the ability to generate profit from their scraps while helping create jobs for women in need. PRODUCTS Patent Pending Leather Cuff Bracelets / Ponytail Ties & Headbands additional items: fingerless mittens, ponchos, fur collars, tasseled bangles VIP Unlimited manufactures cuff bracelets that convert into ponytail ties -- No more unsightly elastic on your wrist or in your hair. When not wearing ponytail ties in the hair, women typically wear them on their wrist for easy ability. This ultimately detracts from their overall style. VIP Unlimited bands offer a ponytail tie that also doubles as a leather cuff bracelet. They provide a stylish wrist statement showcasing a woman’s commitment to ending domestic violence. In addition, leather ponytail ties when worn in the hair conceal the elastic with a leather band. Headache “less” Headbands ...no more pressure! Adjustable leather headbands Our patent-pending tension based adjustable headbands allow the customer to adjust the fit throughout the day. Headband headaches are normally caused by extended pressure placed on the head throughout the day. Our adjustable bands are easily tightened or loosened by simply pulling the elastic knot. Our tension based “self-locking” grommets hold the elastic in place. MARKET VIP Unlimited will be able to supply the $30 billion accessories market by providing quality accessories created by their domestic violence shelter manufacturing program. The accessories can be broken down into three segments: jewelry, hair & gift.
Core customers and retailers CUSTOMER Women of All Ages Primary Market: ages 13-24 Secondary: ages 24-54 RETAILERS Better Specialty Chains Boutiques Higher-end retailers Hair Salons Country Clubs Niche Athletics / Gyms
VIP Unlimited Competitive Advantages Headquartered in Athens, Georgia allows VIP Unlimited to beta-trial product introduction and marketing efforts to University of Georgia’s female student body (20,210 females) 17 sororities and 11 female varsity athletic teams. Harnessing our location to our primary female market can catapult social networking outreach and visibility. Manufacturing occurs at three domestic violence shelters in key regions - Southeast, Northeast & West Coast • Atlanta/Athens, Georgia • Los Angeles, California • Philadelphia, Pennsylvania (Spring 2016) The location of these shelters will help secure key media placement and boutique fulfillment for the Southeast, Northeast and West Coast. In addition, the Los Angeles location will help fulfill designer collaboration projects. We hope as the business gains momentum to train more women at shelters across the country. Phase II: shelter training in Denver, Chicago, Dallas, New York Extra Value for the Customer! • A two-in-one product converts from the ponytail leather tie converts into cuff bracelet, the headbands convert into hat bands and/or cuff bracelets • Sustainable product - utilizes remnants and scraps from handbag and apparel designers • American Made • Provides income for women in shelters throughout the United States • Helps end the cycle of abuse MANAGEMENT TEAM The management team of the company consists of fashion-forward individuals driven to make a difference in American women’s lives. The President of VIP Unlimited is also President of Leigh Ann Barnes Handbags & Accessories. She has 20 years experience working in retail brand development and cause marketing. Her passion in creating dynamic cause marketing programs led her to develop VIP Unlimited, an accessory manufacturer that offers companies and designers a cause marketing platform to embrace and promote. The Vice President and Chief Merchandising Officer brings extensive retail distribution and brand development experience to the helm. Her former executive positions with QVC, Walmart and ShopHQ provide an innate understanding of how to create a viable product retailers seek.
VIP Unlimited is an exciting business that will leverage their passion to help survivors of domestic violence for the greater good of the company as well as for all women and their lifestyles.
Sales are forecasted to be $750,000 for 2016. With distribution at over 300 boutiques, 150 hair salons, 100 gyms, 65 country clubs.
Objectives • Provide retailers with top quality adjustable & sustainable American made accessories
• Develop and manufacture new products and create brand awareness
• Expand shelter outreach, training and manufacturing to 10 states by end of first year (Illinois, Pennsylvania, New York, Georgia, California, Washington, Florida, Texas, Minnesota, Kentucky)
• Develop and expand a sales force throughout the United States
• Reach sales of $750,000 by the end of our first year in business, and reach sales above $50,000 monthly
• Develop collegiate ambassador marketing programs
• Develop products that will attract our buyers and sell to consumers
• Develop a solid e-commerce market and to maximize our profit margin
STRATEGIES & IMPLEMENTATION PHASE I: Product Development, Beta Trial (May - August 2014) The manufacturer infrastructure and retail display units have been created and sold to 65 boutiques. Next step - marketing, building website, social influencers, celebrity stylists, public relations and social media campaign. PHASE II: Product Development, Marketing Outreach, Partnerships, Expand Shelter Outreach (September 2014 2016) 1) AMERICAN MANUFACTURING Create an American made manufacturing accessory business that partners with domestic violence shelters across the United States to empower survivors with the ability to earn income while residing in a safe healing environment. • Provide training and materials for survivors to make leather cuffs, ponytail ties and headbands. Implement a piece pay rate method to reward women for each item made. • Utilize remnants and scraps from handbag and apparel designers to create the product. 2) DESIGNER COLLABORATION / CONSORTIUM Solicit US based designers to collaborate and hire VIP Unlimited to manufacture custom products for their line. Offer customized marketing materials and survivor testimonials which highlight their brand excellence and commitment to creating American jobs for these remarkable women.
3) WHOLESALE DISTRIBUTION Create a diverse wholesale distribution plan to reach consumers in a variety of venues and boutiques. • Solicit US based chain businesses to form strategic alliances with VIP Unlimited (Dry Bar, Pure Barre, Bikram Yoga, Cross-fit, NFL) • Utilize retail industry trade shows to market product to boutiques (apparel, shoe and beauty), golf courses & country clubs, athletic gyms and hair salons. • Secure key sales representation in Southeast, Midwest, Northeast and West Coast. • Seek national chains such as Anthropologie, Free People, Neiman Marcus Cusp, Bloomingdales, Nordstrom, Barneys Co-op. 4) ONLINE & DIRECT SALES • Build robust website allowing customers to pick specific cuffs/ponytail ties and headbands. Brick & Mortar stores carry a limited assortment whereas the website will feature a more extensive inventory. • Secure sales and heighten visibility by participating in key events, home tours, music and film festivals - Atlanta Tour of Homes, Pasadena Showcase, San Diego Showcase, Coachella, Bonnaroo, Tomorrow World, Atlanta Music Midtown, Sundance, Aspen Film Festival, Savannah Music Festival. 5) BRANDING Create a recognizable brand that encapsulates the important message of valuing and inspiring others by rewarding and applauding customer involvement. • Develop unique point-of-purchase display units to showcase cuff bracelets/ponytail ties, and headbands. (Small foot-print with strong messaging) 6) MARKETING Develop a comprehensive marketing campaign that capitalizes on the power of social media, public relations and celebrity involvement
7) Cause Marketing - help domestic violence shelters spread their message to women and young girls across the country (Women ages 18-24 represent the highest rise at risk for domestic violence) • Utilize public relations and social media to market product to primary customer girls ages 13-24. Create styling contests, blogger rewards - Instagram, Pinterest, Facebook, Twitter • Sorority VIP Unlimited styling tour - sorority ambassadors and partnership program. Host sorority informational meetings. University of Georgia, University of Texas, Vanderbilt • Middle School & High School VIP Ponytail Red Carpet service programs - host high school service projects with motivational speaker and social media volunteerism platform. Girls create “survivor” care packages and launch their own social red carpet platform with photos showcasing their VIP ponytail cuff on the red carpet and taking a stand against domestic violence. • Cheerleader Associations - Fellowship of Christian Athletes Cheerleading program has already signed on to feature the bands and the messaging at their nationwide 2015 summer camps. NFL Cheerleader partnerships. • Launch VIP stylist program partnering with celebrity stylists (sitcom, drama, movies) to enlist celebrity support and usage of the VIP Unlimited bands. Provide filled VIP rotary card files filled with colorful ponytail ties to display inside the hair and make-up on each set.
empowering style handmade by survivors of domestic violence
made in the WEST
VIP unlimited los angeles, ca u
The VIP Leather Pony Cuff Embossed Python (left) Silver-tipped Snakeskin (right) patent pending
The VIP PONCHO Italian Perforated Suede Poncho Crocheted Fedora with Wide Suede Headband Reversible Penny Cufflink Bracelet
Competitive Analysis Hair Accessory Brands/Retailers
$$$ L’Erickson
VIP Unlimited
Henri Bendel
Cara
Colette Malouf
Tasha
Berry
Basic
Ornate
Kitsch Emi Jay Hipsy
Sally’s Dress Lilly Goody’s
Claire’s
Scunci
$
Stores
Charming Charlie
Brands
WHOLESALE TARGET DISTRIBUTION __________________________________HIGHER END RETAILERS
______________________________________BLOW DRY SALONS SPECIALTY CHAINS
_______________________________TAILORED ATHLETICS / GYM
_______________________________BETTER SPECIALTY CHAINS Anthropologie, Copper Penny, Free People, Fred Siegel, Intermix, Kitson, Luna, Monkey’s, OTTE, Private Gallery, Scoop, WiNK ** (secured placement in 1 of the 4 stores)**
GIFT
Museum Stores Paper Source Papyrus Swoozies
BEAUTY Sephora, Ulta
______________________________________ONLINE & CATALOG Grommet, UnCommon Goods, gifts.com, Red Envelope