Download - Cherish
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Heather Stowell Katherine Yow Sam DiBernardo
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About Our Brand
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Cherish is a children’s apparel and accessory
company that focuses on delivering high quality products for babies and toddlers.
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• Cherish is a wholesale children’s brand. • Wholesale accounts include: Target, Nordstrom,
Macy’s, Bloomingdales, and high-end specialty boutique stores nationwide.
• By offering products through wholesale accounts, the Cherish brand is able to reach a wider segment of the children’s market and target more customers.
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Describe Cherish
Value Proposition: What makes Cherish Products Unique?
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Cherish concentrates on “child centered design” and
aims to provide comfort, security, and nurturing through its product line offerings.
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Inspiration
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Concept
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Design
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The Cherish Customer
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The Cherish Customer • Primary Target Customer: Parents, between 28-40 years old. • Secondary Target Customer: Grandparents and relatives between 40–70 years old. • Primary Target Customer: has an average combined household income of $100,000 or
more. • Secondary Target Customer: has an average combined household income of $70,000 -
$80,000.
• Both Customer types come from a well-educated background, and are of any race or ethnicity.
• The Cherish Customer lives in a large metropolitan city, and is up to date with the latest
news and trends in business, society, and fashion. • As a wholesale brand accessible nationwide, Cherish consumers can also be found in
smaller cities.
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VALS Survey: Achievers and Innovators • Cherish’s consumers are comprised of Achievers and Innovators. • “Achievers have goal-oriented lifestyles and a deep commitment to
career and family.” • Innovators are “leaders that 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.”
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Cherish Consumer Values • The Cherish customer is motivated by the safety and security of
their young children. • They desire new products that provide a high level of quality, and
design innovation that meets those needs. • Our consumers value their family and home as a top priority, and
their children are the main focus of their lives.
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Cherish Customer:
Judy the dedicated Mother • Age: 32 • Ethnicity: Caucasian • Marital status: Happily married • Children: Has three children; a six month old,
a three year old, and a four year old • Education: College degree • Occupation: Interior designer • Income: $100,000 + a year, combined • Location: Suburban community just outside of
Chicago • Hobbies/interests: Watching food network,
writing on her mommy blog, and doing DIY crafts with the kids
• Magazines she reads: Parenting Magazine, Oprah Magazine, and Martha Stewart living
• Loves: To buy the best quality products for her children
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Cherish Customer:
Rose the loveable Grandmother • Rose • Age: 67 • Ethnicity: Caucasian • Marital status: Married • Grandchildren: Has four grandchildren under
the age of five • Education: College degree • Occupation: Retired/Grandma • Income: $70,000 a year, combined • Location: lives in Charleston, SC • Hobbies/interests: Visiting her grandchildren,
knitting, baking, gardening, playing bingo with friends, and watching antique roadshow
• Magazines she reads: The Wall Street Journal, Garden Design, and Good Housekeeping
• Loves: To spoil her grandchildren by buying them gifts
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The Marketplace
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Our Competitors: Carter’s and Gymboree • Both of these companies carry apparel for babies and children from newborn to toddler age. • Both compe<tors carry apparel and accessory items such as onesies, children’s blankets, shoes for
toddlers, and knit caps. • Carter’s and Gymboree are sold in their own brick-‐and-‐mortar retail stores, online on their store’s
ecommerce website, and are located within a large shopping mall or shopping center. • The only compe<tor excep<on, is Carter’s, which is also sold in wholesale loca<ons such as: Belk,
JcPenny, Babies R’ US, Kohl’s, Macy’s, and Sears. • The category price points for our compe<tors are as follows: onesies $15-‐$20, children’s blankets
$30-‐$50, knit caps $15-‐$20, and shoes ranging from $20-‐$35 without the GPS tracking device offered in our company’s [Cherish] shoes.
• Carter’s and Gymboree are strong compe<tors to Cherish because they both offer apparel and
accessory products made with high quality fabrics for a similar target market.
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Childrenswear – A Growing Market
• U.S. Census: infant birth rate has continued to rise in the United States. • Growth in the maternity rate: over 20% of the overall United States population is
between the ages of 0-14 years of age.
• Rate of 14 births per every 1,000 people [in the U.S. population]. • The fertility rate continues to increase: average of 2 children born per one expectant
mother.
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Childrenswear – A Growing Market (continued)
• From the charts below [from the U.S. Census] the projected amount of children under the age of 5 will have an increase by the year 2020.
• This growth in the amount of children under the age of 5 shows that there will
continue to be a demand for children’s’ apparel and accessory products in the United States market.
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Specification Sheets:
Two Products Under Development
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Fabric Sheets:
Two Products Under Development
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Our Business Price, Cost, and Markup Percent
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Running Our Business
Price, Cost, and Markup Percent
Retail Price: • Onesie - $75 • Blanket - $95 • GPS Trackable Shoe - $150 • Shoe without GPS - $100 • Baby Cap - $40
Total Cost: • Onesie - $34.80 • Blanket - $44.80
Markup Percent: • Onesie – 53.6% • Blanket – 52.8%
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Cost Sheets:
Two Products Under Development
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Marketing Plan
Wholesale at Tradeshows
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Tradeshows to Showcase Our Brand • Cherish will be participating in three different trade shows this year: Kidz At Stylemax (Chicago,
IL), Playtime (New York, NY) and MAGIC (Las Vegas, NV).
• The three trade shows Cherish will be featured in this upcoming year were strategically chosen for geographic location and other venders/international buyers that would be present at each show.
• The chart below outlines the details for each tradeshow Cherish will have a booth at for the upcoming year:
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About The Shows We Attend: • Kidz At Stylemax tradeshow in Chicago: this show is geared
towards children’s apparel and accessories. The Midwest location of the show allows our brand to gain customers throughout Midwest stores.
• Playtime tradeshow in New York City: is another children’s focused venue and will allow us to network with international children’s brands and buyers. Participating in a New York trade show will give our brand more exposure to the East Coast markets.
• MAGIC tradeshow in Las Vegas: MAGIC is a very well known and respected trade show in the fashion industry, and this opportunity will allow Cherish to be introduced to stores on the West Coast market as well as network with potential international businesses and buyers.
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The Cherish Booth
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Resources • VALS Survey -‐ hZp://www.strategicbusinessinsights.com/vals/ustypes.shtml • United States Census -‐ hZp://www.census.gov/popest/data/maps/11maps.html • Play<me NY Tradeshow www.play<menewyork.com • Kidz At Stylemax Tradeshow www.kidzatstylemax.com • Magic Tradeshow www.magiconline.com