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Timeline Specialty Store Pop-up Store OOH Media Social Media Online Offline E-commerce Roadshow OOH Media :Main marke=ng tool :Aided marke=ng tool :Distribu=on channel Marketing Eco-system Sample Categories Madewell One Wear Wholesale cost(30%) outwear $168 $175 $52.5 jumpsuit $148 $150 $45 top $68 $80 $24 boMom $90 $98 $29.4 Tagline: Reform yourself in One Wear One Wear, a celebra=on of fashion without defini=on: the reformed brand mainly targets stylish young men but also s=mulates women’s fashion spirit. The line is a gender transi=on of Madewell’s feminine aesthe=c into a men’s collec=on, highligh=ng the usage of recyclable materials and digital prin=ng technology. One Wear aims to embrace freedom of expression by combining tradi=onal female silhoueMes with masculine func=onal construc=ons. Ø Men and women Merchandise Plan | Line theme: Café Cuba | A collec=on of tropical theme in func=onality of lightweight denim and modern fiber blending with subtle tac=lity | Product assortment | 5 garments: 1 boMom, 2 tops, 1 jumpsuit, 1 outerwear | Airy, relaxed silhoueMes | Both coMon and Tencel® can be combined with modal fiber to create denim with performance and stretch proper=es, which brings consumers incomparable comfort. | State of the art digital prin=ng | Technology for high quality paMerns | Economical and Ecological | CoMon and Tencel® lyocell fibers | Seasonal line | 2017 Spring Phase 1 from January to March Color & Fabric Palette Website Merchandise Presentation Online Ø E-commerce Offline Ø Pop-up store Ø Specialty store Using Roadshow pop-up stores, it will be an integra=on of tradi=onal event marke=ng, print as well as the major digital channels. The IMC plan links all three which will amplify the brand awareness in the shortest =me and enrich the customers’ experience. Our target customer is a tech-savvy person who values innova=ve ways of expression and personalized aMen=on. Roadshow, Pop-Ups and mixed influencer social marke=ng is the way in. Retail Price Strengths Weaknesses Opportunities Threats One Wear Zara- Ungendered Rad Hourani • Technology integrated garments • Unisex fit and sizes • Appeal to social issues of target market • Interna=onal presence • High profile high-street store • Exis=ng unisex line in product poreolio • Strong high- end brand reputa=on • Online and social media presence • Haute couture and ready to wear One Wear Zara- Ungendered Rad Hourani • Start-up company with low brand awareness • Limited influence in fashion industry • Array of lines undermines addi=onal lines • No ads. • Consumer base fickle • High costs • Highly compe==ve market • Does not follow fashion trends One Wear Zara- Ungendered Rad Hourani • Technology integrated garments • Unisex fit and sizes • Appeal to social issues of target market • New markets globally • Online marke=ng and ecommerce plaeorms crucial • Expanding to global markets • New products • New markets One Wear Zara- Ungendered Rad Hourani • Unisex lines exist throughout brands • Con=nua=on of cultural revolu=on • Compe==ve similar brands • Constant switching customer • Other high- end labels with same aesthe=c for less money • Limited colors leave open market Percent Projected Sales Budget Method Product Comparison Competitors SWOT Analysis Brand Pyramid Brand Label ● CoMon, Tencel®, spandex, nylon and rayon blends ● Natural recyclable fibers Break the gender limita=ons, embrace freedom of expression. Human collabora=on Authen=c: We are true to ourselves as genuine and honest. Adventurous: We refuse the old ways of doing things and explore new inspira=ons Accep=ng: We are open to progressive values and con=nuously adop=ng those refine us. Trendy | Corporate Social Responsibility | Quality FuncDonal Benefits EmoDonal Benefits FuncDonal Reasons to Believe EmoDonal Reasons to Believe ● Stand for progressive social issues ● Self-expression through non-tradi=onal clothing ● Adjustable to fit both body types ● Comfort and environmental friendly EXPLORE: true to yourself DREAMER: achieve supernatural experiences ● Unisex looks shown on men and women MAVERICK: To achieve freedom from the establishment through nonconformity One Wear Quality Trend adaptability Tech integra=on Color op=ons Size availability Price Zara Rad Hourani Ø This is a six-month plan designed for pre-spring Ø Products will be distributed to specialty store and pop-up stores before January. Ø Pop-up stores will travel around West coast area, including several ci=es, such as San Diego, San Francisco, Long Beach, Los Angeles, Palm Springs and West Hollywood. These ci=es ranked highest in equality and fashion-forwardness. • Specialty store • Pop-up store • Build pop-up store • Roadshow campaign • Specialty store • E-commerce Apr. May Mar. Feb. Jan. Dec. Jun. Jul. Marke=ng Ac=vi=es Q1 : Feb. – Apr. Q2 : May – Jul. Social Media $4,500 $4,500 Website Update $5,000 $5,000 Pop-up store and Roadshow Expenses $20,000 N/A OOH $1,400 $1,600 Brand Representa=ves $2,100 $2,100 Total $33,000 $13,200 $46,200 Projected annual Sales * 12% = Sales promo=on Budget $800,000*12%=$96,000 Ideal quarterly budget rate 22.8% $21,888 25.4% $24,384 Six-month Sales budget $46,272 Target Audience Profile Ø Compe==ve pricing strategy: Based on the original women’s wear: Madewell with 70% markup. Marketing Tool: Social Media Distribution Channel Ø 18 – 35 year olds Ø $15K - $85K Ø Genera=on Y and mature genera=on Z Ø Adventurous risk-takers Ø Breaks tradi=onal gender roles of self- expression Ø Fashion leaders and people in art and media related industries Ø The project annual sales is es=mated from 2015 retail sales report from Madewell and other department stores. Ø Budget is based on 12% of projected annual revenue to create brand at early stage. Ø CoMon Ø Tencel® Ø Nylons Ø Denim Ø Lace *Source: 2014 HRC Municipal Equality Index *products showed are mocking samples • Social media intro of the line Integrated Marke=ng Communica=on Plan

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Page 1: Product Comparison - AATCC Online · Tagline: Reform yourself in One Wear One Wear, a celebraon of fashion without defini=on: the reformed ... Using Roadshow pop-up stores, it will

Timeline

SpecialtyStorePop-upStore

OOHMedia

SocialMedia

Online

Offline

E-commerce

Roadshow

OOHMedia:Mainmarke=ngtool

:Aidedmarke=ngtool

:Distribu=onchannel

Marketing Eco-system

SampleCategories Madewell OneWear Wholesale

cost(30%)

outwear $168 $175 $52.5 jumpsuit $148 $150 $45

top $68 $80 $24 boMom $90 $98 $29.4

Tagline: Reform yourself in One WearOneWear,acelebra=onoffashionwithoutdefini=on:thereformedbrandmainlytargetsstylishyoungmenbutalsos=mulateswomen’sfashionspirit.Thelineisagendertransi=onofMadewell’sfeminineaesthe=cintoamen’scollec=on,highligh=ngtheusageofrecyclablematerialsanddigitalprin=ngtechnology.OneWearaimstoembracefreedomofexpressionbycombiningtradi=onalfemalesilhoueMeswithmasculinefunc=onalconstruc=ons.

Ø  Menandwomen

Merchandise Plan|Linetheme:CaféCuba|Acollec=onoftropicalthemeinfunc=onalityoflightweightdenimandmodernfiberblendingwithsubtletac=lity

|Productassortment|5garments:1boMom,2tops,1jumpsuit,1outerwear

|Airy,relaxedsilhoueMes|BothcoMonandTencel®canbecombinedwithmodalfibertocreatedenimwithperformanceandstretchproper=es,whichbringsconsumersincomparablecomfort.

|Stateoftheartdigitalprin=ng|TechnologyforhighqualitypaMerns

|EconomicalandEcological|CoMonandTencel®lyocellfibers

|Seasonalline|2017SpringPhase1fromJanuarytoMarch

Color & Fabric Palette

Psychographic•  Pioneersingenderfluid

fashiontrends•  Rebelspirit•  Breaksgenderrole

limita=onsofmasculinityandfemininitythroughfashionself-expression

Behavioris=c•  Risktakersforself-

expression•  Heavilyinfluencedand

involvedincurrentpoli=calandsocial-culturalissues

•  Frequentshoppers,atleasttwiceamonththroughomni-channelbranding

Website Merchandise Presentation

OnlineØ  E-commerceOfflineØ  Pop-upstoreØ  Specialtystore

UsingRoadshowpop-upstores,itwillbeanintegra=onoftradi=onaleventmarke=ng,printaswellasthemajordigitalchannels.TheIMCplanlinksallthreewhichwillamplifythebrandawarenessintheshortest=meandenrichthecustomers’experience.

Ourtargetcustomerisatech-savvypersonwhovaluesinnova=vewaysofexpressionandpersonalizedaMen=on.Roadshow,Pop-Upsandmixedinfluencersocialmarke=ngisthewayin.

Retail Price

Strengths Weaknesses Opportunities Threats

OneWearZara-

Ungendered

RadHourani

•  Technologyintegratedgarments

•  Unisexfitandsizes

•  Appealtosocialissuesoftargetmarket

•  Interna=onalpresence

•  Highprofilehigh-streetstore

•  Exis=ngunisexlineinproductporeolio

•  Stronghigh-endbrandreputa=on

•  Onlineandsocialmediapresence

•  Hautecoutureandreadytowear

OneWear

Zara-Ungendered

RadHourani

•  Start-upcompanywithlowbrandawareness

•  Limitedinfluenceinfashionindustry

•  Arrayoflinesunderminesaddi=onallines

•  Noads.•  Consumer

basefickle

•  Highcosts•  Highly

compe==vemarket

•  Doesnotfollowfashiontrends

OneWear

Zara-Ungendered

RadHourani

•  Technologyintegratedgarments

•  Unisexfitandsizes

•  Appealtosocialissuesoftargetmarket

•  Newmarketsglobally

•  Onlinemarke=ngandecommerceplaeormscrucial

•  Expandingtoglobalmarkets

•  Newproducts

•  Newmarkets

OneWear

Zara-Ungendered

RadHourani

•  Unisexlinesexistthroughoutbrands

•  Con=nua=onofculturalrevolu=on

•  Compe==vesimilarbrands

•  Constantswitchingcustomer

•  Otherhigh-endlabelswithsameaesthe=cforlessmoney

•  Limitedcolorsleaveopenmarket

Percent Projected Sales Budget Method

Product Comparison

Competitors SWOT Analysis

Brand Pyramid

Brand Label

●  CoMon,Tencel®,spandex,nylonandrayonblends

●  Naturalrecyclablefibers

Breakthegenderlimita=ons,embracefreedomofexpression.

Humancollabora=on

Authen=c:Wearetruetoourselvesasgenuineandhonest.Adventurous:Werefusetheoldwaysofdoingthingsandexplorenewinspira=ons

Accep=ng:Weareopentoprogressivevaluesandcon=nuouslyadop=ngthoserefineus.

Trendy|CorporateSocialResponsibility|Quality

FuncDonalBenefits EmoDonalBenefits

FuncDonalReasonstoBelieveEmoDonalReasonstoBelieve

●  Standforprogressivesocialissues

●  Self-expressionthroughnon-tradi=onalclothing

●  Adjustabletofitbothbodytypes●  Comfortandenvironmental

friendly

EXPLORE:truetoyourself

DREAMER:achievesupernaturalexperiences

●  Unisexlooksshownonmenandwomen

MAVERICK:Toachievefreedomfromtheestablishmentthroughnonconformity

OneWear

Quality

Trendadaptability

Techintegra=on

Colorop=ons

Sizeavailability

Price

Zara RadHourani

Ø  Thisisasix-monthplandesignedforpre-springØ  Productswillbedistributedtospecialtystoreandpop-up

storesbeforeJanuary.Ø  Pop-upstoreswilltravelaroundWestcoastarea,including

severalci=es,suchasSanDiego,SanFrancisco,LongBeach,LosAngeles,PalmSpringsandWestHollywood.Theseci=esrankedhighestinequalityandfashion-forwardness.

•  Specialty store •  Pop-up store

•  Build pop-up store •  Roadshow campaign

•  Specialty store •  E-commerce

Apr. May Mar. Feb. Jan. Dec. Jun. Jul.

Marke=ngAc=vi=es Q1:Feb.–Apr.

Q2:May–Jul.

SocialMedia $4,500 $4,500WebsiteUpdate $5,000 $5,000

Pop-upstoreandRoadshowExpenses $20,000 N/A

OOH $1,400 $1,600BrandRepresenta=ves $2,100 $2,100

Total$33,000 $13,200

$46,200

ProjectedannualSales*12%=Salespromo=onBudget

$800,000*12%=$96,000

Idealquarterlybudgetrate 22.8%$21,888

25.4%$24,384

Six-monthSalesbudget $46,272

Target AudienceProfile

Ø  Compe==vepricingstrategy:Basedontheoriginalwomen’swear:Madewellwith70%markup.

Marketing Tool: Social Media

DistributionChannel

Ø  18–35yearoldsØ  $15K-$85KØ  Genera=onYandmature

genera=onZ

Ø  Adventurousrisk-takersØ  Breakstradi=onal

genderrolesofself-expressionØ  Fashionleadersand

peopleinartandmediarelatedindustries

Ø  Theprojectannualsalesises=matedfrom2015retailsalesreportfromMadewellandotherdepartmentstores.

Ø  Budgetisbasedon12%ofprojectedannualrevenuetocreatebrandatearlystage.

Ø  CoMonØ  Tencel®Ø  NylonsØ  DenimØ  Lace

*Source:2014HRCMunicipalEqualityIndex

*productsshowedaremockingsamples

•  Social media intro of the line

IntegratedMarke=ngCommunica=onPlan

Mens wear, ladies wear, kids wear manufacturer

Yōkai:Evolu-ons’in’ Image,’Defini-on,’and’ Media’

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