Mission-1 High on Life
Mission Statement
Mission-1 is the essential Airport shopping destination for the creative and trendy woman who travels, loves to shop but tired of walking into the same store anywhere she goes to. Mission-1 prides itself in being one of a kind, offering unique clothing, shoes, accessories that represent each city it located on. Mission-1 is not only a shopping destination, but a lifestyle as well. The shopper is into fashion, trend driven, fashion-conscious and has a fine eye for detail. Also since people don’t have too much time hanging around the airport, and they can’t buy our product anywhere else once they miss the opportunity, it gives the advantage of selling. The purpose of Mission-1 is to be one of a kind brand that’s popular gobally.
Market Analysis
Customer Profile 18-30 year-old modern consumer, targeting, household income of $150,000 and up. Psychographics She has a fine eye, loves nicer and unique pieces. She travels in between major cities and proud of her lifestyle. So she purchase pieces that has memory value and represents her.
Market Plan
Design: Mission-1 product will have unique design packaging that has the name of the city printed on. The product have a strong theme that represent the style of the each location. To further strengthen the theme, each city will have a speaker model illustration with the background of the city view. Location: Testing period the product will be located inside US in the airports of large cities. Depending on the success of the launch Element will either go forth with opening more locations domesticly or internationally.
Market Strategy
Mission-1 Ads will be very sexy and provocative, the photography is simple, black and white with background of the city. when you look at the ads you will get the feeling of the lifestyle we’re trying to sale. We are trying to create a very powerful image, simple color selection, simple message, and simple type face.
Competitive Analysis Competitors could be other major brand store at airport like GUCCI, Burberry or Chanel. Strength We are only located in the airport, so products are more unique. Cusmoers sometimes won’t make decision because there are more chances to get later, our brand avoid that problem. Weakness Shopping is secondary for people who goes to airport. Also we could run into issues with brand awareness, which is most common for new brands. Plans to improve this opportunity include web ads and aircommericals.
Social/Enviromental Background
Product should be made in the USA to avoid any workers’ rights, health and safety issues. Faux fur and leather to avoid animal rights issues. Product will be 100% eco-frendly. It should be one of our selling point to since people now willling to pay more money to products that meets the social and envromental standards.
Product Price Strategy
The prices depending on category. Clothing is priced from $250 -2000, Jewelry $100-500. Handbags $ 100-300. The market is a stable market since we targeted the top10% of income.
Product Description
Apparel: Mission-1 products are innovative, chic stylish. Light material, easy to carry and travel with. We specialize in clothing that can be described as classic with a fresh twist. We use black and while for clothing, because airport shopping is time limited, it’s easier without the color choice. black and white works for everyone. Garments are with simple clean cut. Easy to try it on and works for all body type. Accossory:Color of yellow red and hot pink that goes with our black and white garments.
Recources
For our company we will need a team of trend forecasters, buyers, Seamstresses (outsourced for price purposes), Foreign affairs team (People to oversee our products being made overseas, who will ensure that the work environments are safe and fair), Seamstresses in the US for our Eco friendly pieces, fashion illustrators, Lawyers, sales associates, store managers.
Promotion Strategy
Online (newsletters, special offers), Social Media, iPhone/iPad apps, airplane catalogue, on the air commercials. magazine ads (like Vogue and ELLE), and possibly fashion shows.
Store Location & Atmosphere
Keep it simple. Avoid color distraction. Since the reastic is expensive and customers has time limit, we want draw all their attention to our products. Meanwhile, we want to have a very distictive look and smell that represents the life style of our customers’.
Manufacturing/Sourcing Plan
Mission-1 will be completly manufactured in New York garment district. Trims will be imported from India.
Finicial Concerns
Airport reatails opens 365 days/year The Department of Transportation mandates sales percentage goals to be reached specifically by DBE operations for each property/program. Each airport determines the frequency of the price reviews and reserves the right to request price changes. Hiring employees for an airport RMU or kiosk will take longer than it would for a mall location. Considerations include: n Security badging and TSA background checks. Processing times vary by airport.
Jill Yang Fashion Design jiaoyg@mail.uc.edu