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