Product Development FInal
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Alli Drinkwater David Gale
Linda La Kaleigh Ryan
Jessica Willard
Defining Parisian Luxury
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The Story Behind the Brand
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Mission, Vision, and Values
~ To inspire creativity and passion for product
~ To always strive for excellence
~ To offer the highest quality product
~ To act ethically in every business transaction
Porter-Tout creates quality luxury handbags that express a feminine, elegant, and romantic spirit that is quintessentially Parisian.
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Target Market
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Target Market
~ 25-45
~ $100,000 - $300,000
~ Bachelor’s Degree or higher
~ Motivated by: ~ Self-expression ~ Achievement ~ Ideals
2.00% 10.00%
35.00% 28.00%
25.00%
Income
<$70K
$70K - $100K $100K-$200K $200K-$300K $300K+
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Store Locations New York, 10001
San Francisco, 94115
Chicago, 60610
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Achiever Maggie Harris, 33 ~ New York (Midtown) ~ Zip Code: 10001
~ Profession: Marketing Analyst ~ Income: $120,000
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Innovator Hilary Embry, 37 ~ San Francisco (Pacific Heights) ~ Zip Code: 94115
~ Profession: Editor at Wired Magazine
~ Income: $150,000
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Industry
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Luxury Market ~ U.S. handbag market about 30-50% all luxury and domestic
handbag sales
~ In 2012, handbag sales were about $10.8 billion in the U.S. alone
~ Sales are up 21% from 2011
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Retail Trends ~ Sales of handbags to
women under 34 and under increased
~ Sales of handbags to older women slowed
~ 61% of handbag purchases were not impulse buys
~ 75% of handbag purchases were self-purchases
~ Online sales represent 18% of total sales
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Global State of the Industry
~ Global handbag sales estimated to be $94 billion in 2012
~ Europe is revered for luxury
products
~ Increased sourcing from China
~ Developed countries shift focus to design and wholesaling.
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Competitors
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Price Points ~ Average retail price is $2,000 - $6,000 ~ Retail prices differ:
~ Brand ~ Fabrication ~ Type ~ Size
~ Porter-Tout retails for $750 - $3,000
~ Porter-Tout wholesales between $330 - $990 and $500 - $1500
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Fabrication and Craftsmanship
~ High quality
~ Authentic
~ Durable
~ Aesthetically pleasing
~ Genuine animal skins
~ Quality closures
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Buying Behavior
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Sales Trends ~ Recession ~ Demand expected to grow
through 2017
~ Focus on the Asian market
~ Luxury handbag industry predicted to continue growth
~ IBISWorld says the global handbag industry will grow 3.1% to $100 billion by the end of 2013
15%
14.9%
18.3%
17%
0% 10% 20%
Hermés
Dior
2011 to 2012 2010 to 2011
Growth of Sales
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Technological Trends
~ Mobile Commerce
~ M-Commerce sales to reach $31 million by 2015
~ Physical & Virtual Shopping ~ QR codes ~ Virtual changing
rooms
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Silhouettes
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Materials ~ Leather ~ Calf-hair ~ Suede ~ Crocodile Skin ~ Snake Skin ~ Ostrich ~ Fur ~ Silk and Satin
~ Powdery effects ~ Laser cuts ~ Pleats/folds ~ Aged/weathered ~ Low shine ~ Water-resistant
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Components
~ Turn lock closures
~ Metal Frames
~ Zipper pulls
~ Rosy colored metals
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Product Development
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Inspiration Board
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Design & Concept Board
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Sourcing
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Manufacturing
~ One of the few to carry old Florentine hand-crafted leather goods directly from its factory.
~ In 1980s developed private label merchandise for designers such as Dunhill, and Fratelli Rossetti
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Cost Sheet
Style #: 3587
Style Name: Mathilde Clutch
Description: Solid full grain calfskin leather fold-over clutch with cotton twill lining and calfskin leather tassle zipper pull.
Colorway: Seafoam Gray Chestnut
Materials $ per foot/yard Yield TotalFull Grain Calfskin Leather 14.00 2.525 35.35Cotton Twill Lining 9.00 1.01 9.09Total Materials Cost 44.44
Components $ per unit Quantity TotalZipper 11.99 1 11.99Tassle 7.99 1 7.99Thread 1.65 0.10 0.17Total Components Cost 20.15
Packaging $ per unit Quantity TotalDesigner Label 0.40 1 0.40Care Card 0.75 1 0.75Bar Code Tag 0.05 1 0.05Dust Bag 1.34 1 1.34Embossed Box 4.26 1 4.26Tissue Paper 0.05 4 0.20Poly Bags 0.04 1 0.04Shopping Bag 3.17 1 3.17Hang Tag 1.50 1 1.50Total Packaging Costs 11.71
Packing $ per unit Quantity TotalCartons 0.06 1 0.06Tape 0.002 1 0.002Labels 0.06 1 0.06Total Packing Costs 0.12
Date Created: 5/7/13
Season: S/S 2014
Labor Minutes Cost per minute TotalPatternmaking 0.21Marking 0.21Cutting 2.10Sewing 60 0.35 21.00Admin 2.10Total Labor Costs 25.62
Other $ per unit TotalFreight 0.42 0.42Duty 9.31 9.31Broker 0.02 0.02Insurance 1.00 1.00Total Other Costs 10.75
112.79Grand Total:
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Style # Name Jan Quantities
Feb Quantities
Mar Quantities
Apr Quantities
May Quantities
Jun Quantities
Jul Quantities
Aug Quantities
Sept Quantities
8459 Aurelie Minaudiere 50 135 110 60 85 50 60 50 125
3587 Mathilde Clutch 50 150 110 60 100 60 75 60 135
6653 Elodie Satchel 60 185 150 75 100 60 85 75 160
9082 Sophie Bowler 60 210 150 75 110 75 85 75 175
220 680 520 270 395 245 305 260 595
Style # Name Oct Quantities
Nov Quantities
Dec Quantities
Year Total
Retail Per Unit Retail Total Cost Per
Unit Cost Total Margin Retail
8459 Aurelie Minaudiere 60 125 160 1,070 1,500$ 1,605,000$ 225$ 240,750$ 1,275$
3587 Mathilde Clutch 75 135 175 1,185 750$ 888,750$ 113$ 133,656$ 637$
6653 Elodie Satchel 100 160 200 1,410 3,000$ 4,230,000$ 450$ 634,500$ 2,550$
9082 Sophie Bowler 110 175 225 1,525 1,200$ 1,830,000$ 180$ 274,500$ 1,020$
345 595 760 5,190 1,613$ 8,553,750$ 242$ 1,283,406$ 1,371$
Style # Name Jan Quantities
Feb Quantities
Mar Quantities
Apr Quantities
May Quantities
Jun Quantities
Jul Quantities
Aug Quantities
Sept Quantities
8459 Aurelie Minaudiere 50 135 110 60 85 50 60 50 125
3587 Mathilde Clutch 50 150 110 60 100 60 75 60 135
6653 Elodie Satchel 60 185 150 75 100 60 85 75 160
9082 Sophie Bowler 60 210 150 75 110 75 85 75 175
220 680 520 270 395 245 305 260 595
Style # Name Oct Quantities
Nov Quantities
Dec Quantities
Year Total
Wholesale Per Unit Wholesale Total Cost Per
Unit Cost Total Margin Wholesale
8459 Aurelie Minaudiere 60 125 160 1,070 500$ 535,000$ 225$ 240,750$ 275$
3587 Mathilde Clutch 75 135 175 1,185 250$ 296,250$ 113$ 133,656.15$ 137$
6653 Elodie Satchel 100 160 200 1,410 1,000$ 1,410,000$ 450$ 634,500$ 550$
9082 Sophie Bowler 110 175 225 1,525 400$ 610,000$ 180$ 274,500$ 220$
345 595 760 5,190 538$ 2,851,250$ 242$ 1,283,406$ 296$
Total
Total
Sales Plan - Retail
Sales Plan - Retail
Total
Sales Plan - Wholesale
Total
Sales Plan - Wholesale
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Branding & Marketing
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Packaging
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