Who we are Founded in 2009 Yael Aflalo, Reformation was created based on a mission to change the fashion industry. We provide women with effortless clothing and accessories using only sustainable materials and practices. These include carefully chosen fabrics, repurposed vintage, or leftover existing deadstock. All of our products are designed and manufactured in Los Angeles.
The Ref Girl The Reformation customer is an LA based young professional girl that is interested in, but not obsessed with fashion. She cares about the environment and how her purchases and lifestyle affect it. Always on the go, she walks around everywhere she goes. Going to the beach, thrift shopping, and maintaining her garden are some of her favorite hobbies.
Color palette
Electric Lilac
Jungle Blue
Aquamarine
Dark Ginger
Red Mulberry
Yellow Ochre
Bone
Deep Navy
Gecko Green
Plum Shadow
Materials
Recover yarns
Recycled Canvas
Tencel
Waxed cotton
Recycled Wood
Pinatex
Size and scope 10 pieces total One size Price range Backpacks, clutches, handbags Effortless and chic Ref Bags are the best way to complete an outfit while remaining sustainable
Competitors Amour Vert Artisan made womenswear Matt & Nat Sustainable bags, shoes, and accessories Stella McCartney High end clothing and accessories
One of the first designers to perform sustainable practices
Eileen Fisher Socially responsible womenswear brand
Unique Characteristics
The Ref Bag collection is designed to provide the most useful products while still remaining sustainable We sourced our fabrics from distributors that hold the same mission as us, making the collection fit exactly what we believe in.
Style: 1 Cost: $78.40 Retail: $280
Style: 2 Cost: $36.40 Retail: $130
Style: 3 Cost: $3 Retail: $
Style: 6 Cost: $28 Retail: $100
Style: 7 Cost: $25.20 Retail: $90
Style: 8 Cost: $7 Retail: $
36.40 $130
Style: 4 Cost: $77 Retail: $275
Style: 5 Cost: $21 Retail: $75
77 $275
Style: 9 Cost: $84 Retail: $300
Style: 10 Cost: $77 Retail: $275
Unit Breakdown
Sales Plan & Average Margin Style
Monthly Sales
Average Margin
1
$46,760
$201,600
2
$32,500
$140,400
3
$21,710
$93,600
4
$36,575
$158,400
5
$11,250
$48,600
6
$11,700
$50,400
7
$22,500
$97,200
8
$41,250
$178,200
9
$45,000
$194,400
10
$36,575
$158,400
Total
$305,820
$1,321,200
TNA Calendar
Manufacturer
Sitoy (HK) Handbag Fty. Ltd.
COST SHEET :
S tyle #: 1 D ate: 5/24/1 8 C om pa ny: R ef or m atio n D escr ipti o n: Fol do ver B ack pack wit h S tr a p S easo n: S S 19 Fabr ic Typ e: P ina te x Labe l: Acc ess or ies1 Fabric Main Lining finishing
Yardage
@$
1
52.78
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $ 1 .10 1
.25
1
.25
Hong Kong
Rate
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
.25 $0.60
.25
$60.28
Miscellaneous:
Wholesale Cost
Cost .10
Cost $6.90
Country
TOTAL FIRST COST
Wholesale Markup%
52.78
$52.78
Hangtags Total Trim Labor
Cost
6% 20%
3.62 12.06
$2.00
2.00 0.44 $78.40 Cost
MU%
72%
MU%
Retail Selling Price
Cost
Reciprocal
MSRP
$280
Front
COST SHEET :
S tyle #: 2 D ate: 5/24/1 8 D escr ipti o n: W oode n To p H a ndle Tot e Fabr ic Typ e: Or ga nic W axed C ott o n
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
Fabric Main Lining finishing
Yardage
1
@$
14.98
Total Fabric Trim/Findings Buttons Zippers Other Labels
$14.98 Quantity @ $ 2 1 1
Hangtags Total Trim Labor Labor 1: CMT
2.97 .25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
5.94 .25 .25 $6.44
$27.14
Miscellaneous:
Wholesale Cost
Cost
Cost $5.72
Country
TOTAL FIRST COST
Wholesale Markup%
Cost
14.98
Rate 6% 20%
Cost 1.63 5.43
$2.60
2.60 0.20 $36.40
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$130
COST SHEET :
S tyle #: 3 D ate: 5/24/1 8 C om pa ny: R ef or m atio n D escr ipti o n: W oode n To p H a ndle Tot e wit h S tr ap S easo n: S S 19 Fabr ic Typ e: R ecycle d C a nvas Labe l: Acc ess or ies Fabric Main Lining finishing
Yardage
1
@$
14.98
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $ 1 1 1
2.97 .25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
2.97 .25 .25 $3.47
$8.69 $27.14
Miscellaneous:
Wholesale Cost
Cost
Cost
Country
TOTAL FIRST COST
Wholesale Markup%
14.98
$14.98
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost 1.63 5.43
$2.00
2.00 .20 $36.40
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$130
Front
COST SHEET :
S tyle #: 4 D ate: 5/24/1 8 D escr ipti o n: W r ap Thr o ug h S tr ap B a ckp ack Fabr ic Typ e: P ina te x Fabric Main Lining finishing
Yardage
1
@$
52.78
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $
1 1
.25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
$0.50
.25 .25
$59.17
Miscellaneous:
Wholesale Cost
Cost
Cost $5.89
Country
TOTAL FIRST COST
Wholesale Markup%
52.78
$52.78
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost 3.55 11.83
2.00
2.00 .45 $77.00
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$275
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
COST SHEET :
S tyle #: 5 D ate: 5/24/1 8 D escr ipti o n: B ack pack w it h H a nd le Fabr ic Typ e: Te nc el Fabric Main Lining finishing
Yardage
1
@$
6.99
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $ 1 1 1
2.97 .25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
2.97 .25 .25 $3.47
$14.98
Miscellaneous:
Wholesale Cost
Cost
Cost $4.52
Country
TOTAL FIRST COST
Wholesale Markup%
6.99
$6.99
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost .90 3.00
2.00
2.00 .12 $21.00
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$75
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
COST SHEET :
S tyle #: 6 D ate: 5/24/1 8 D escr ipti o n: Fol do ver B ack pack Fabr ic Typ e: R ecycl e d C a nvas Fabric Main Lining finishing
Yardage
1
@$
14.98
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $
1 1
.25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
$0.50
.25 .25
$20.51
Miscellaneous:
Wholesale Cost
Cost
Cost $5.03
Country
TOTAL FIRST COST
Wholesale Markup%
14.98
$14.98
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost 1.23 4.10
2.00
2.00 2.16 $28.00
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$100
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
COST SHEET :
S tyle #: 7 D ate: 5/24/1 8 D escr ipti o n: C ir cle H a ndle Tot e Fabr ic Typ e: W axed C o tto n Fabric Main Lining finishing
Yardage
1
@$
14.98
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $
1 1
.25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
$0.50
.25 .25
$18.30
Miscellaneous:
Wholesale Cost
Cost
Cost $2.82
Country
TOTAL FIRST COST
Wholesale Markup%
14.98
$14.98
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost 1.10 3.66
2.00
2.00 0.14 $25.20
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$90.00
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
COST SHEET :
S tyle #: 8 D ate: 5/24/1 8 D escr ipti o n: C l utc h wi t h H a ndle Fabr ic Typ e: P ina te x Fabric Main Lining finishing
Yardage
1
@$
52.78
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $
1 1
.25 .25
Hong Kong
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
$0.50
.25 .25
$59.17
Miscellaneous:
Wholesale Cost
Cost
Cost $5.89
Country
TOTAL FIRST COST
Wholesale Markup%
52.78
$52.78
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost 3.55 11.83
2.00
2.00 0.45 $77.00
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$275
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
COST SHEET :
S tyle #: 9 D ate: 5/24/1 8 D escr ipti o n: B ack pack w it h Fr o nt Zi pper Fabr ic Typ e: P ina te x Fabric Main Lining finishing
Yardage
1
@$
52.78
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $ .50
.50
1 1
.25 .25
.25 .25
Hong Kong
$64.70
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
$1.00
Cost $10.92
Country
Miscellaneous:
Wholesale Cost
Cost
1
TOTAL FIRST COST
Wholesale Markup%
52.78
$52.78
Hangtags Total Trim Labor
Cost
Rate 6% 20%
Cost 3.88 12.94
2.00
2.00 0.48 $84.00
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost MSRP
$300
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
COST SHEET :
S tyle #: 10 D ate: 5/24/1 8 D escr ipti o n: B ack pack w it h H a nd le S tr ap Fabr ic Typ e: P ina te x Fabric Main Lining finishing
Yardage
@$
1
52.78
Total Fabric Trim/Findings Buttons Zippers Other Labels
Labor 1: CMT
Quantity @ $
1 1
.25 .25
Hong Kong
Rate
Agent’s Commission %
Duty% Shipping (in-land) Freight (sea or air) Total Miscellaneous TOTAL GLC
Retail Markup %
$0.50
.25 .25
$59.17
Miscellaneous:
Wholesale Cost
Cost
Cost $5.89
Country
TOTAL FIRST COST
Wholesale Markup%
52.78
$52.78
Hangtags Total Trim Labor
Cost
6% 20%
3.55 11.83
2.00
2.00 0.75 $77.00
MU%
Reciprocal
MU%
Reciprocal
72%
Retail Selling Price
Cost
Cost MSRP
$275
C om pa ny: R ef or m atio n S easo n: S S 19 Labe l: Acc ess or ies Front
Marketing
Introducing the Ref Bag Collection
n
From backpacks to clutches, meet the perfect essential you’ve been missing all along.
Branding
Launch Event Small launch party at the Melrose store Day before products launch for public Selected clients, influencers, bloggers, and team invited Drinks and hors d’oeuvres Raffle to win one piece from collection Budget of $5,000
Being naked is the #1 most sustainable option. We’re #2.