This presentation is a result of data anaylsis of the past 30 years on economic, political, social and cultural events. Our goal was to forecast a line of handbags for the company, Butler Bag, for their fall 2010 collection. I was judged by the Carlin group and my team was voted the winner.

1. Executive Summary
Based on our analysis of the social, cultural, political, and economic Color Analysis
Rainbow
•From 1978 – 2009 it is apparent that there are similar colors
context our design reflects the growth of the environmental social every ten years. When developing a color palette for 2010 we
Bright
movement. Unlike our competitors our line is environmentally conscious referred back to 2000 and 1990. The reoccurring theme was
Primary
and therefore it appeals to our target market while also expanding it. The inspired by earth tones.
Secondary
going green trend will maximize on the new product development strategy •Our color board was inspired by the peacock. The board
Orange
and will ensure an increase in sales. &Animal
incorporates fashion forward colors such as blue ilium, inky
prints
amethyst, and glistening amarilla with staple neutrals. Our colors
Romantic
and color names can be correlated to nature and the
1978 1980 1982 1984 1986 1988 1990 1992 1994 1996 1998 2000 2002 2004 2006 2008 2009 2010
Purple Phase
environmental movement..
Jewel Tones
Yellow Green
Context Sea Blues Color Categories
Rainbow: Red, orange, yellow, green, blue,
Brown
•The economic standing in 1980 and 2008 are purple
Neutrals Romantics: Deep maroons, deep greens,
navy
similar. Primary, Red, yellow, blue
Earth Earth tones: Green, brown, cream
Tones
•Consumer spending is the slowest it has been Jewel tones: Emeralds, sea green, soft
turquoise, purple, red
since 1991. A form of recession has begun along Secondary colors: green, orange, purple
: Metallic colors used
with a dramatic drop in profits in retail.
•Barack Obama, for the future proposes a tax break
Product
for 95% of Americans.
•Our line is constructed from organically treated leather and printed organic cotton lining. Vegetable extracts
•A popular trend is the use of “go green” textiles are used in place of harmful chemicals during the tanning process of the leather. Natural plant dyes will be
such as soy, bamboo, and organic cotton. used instead of synthetic dyes to color the leather.
•The design of the line was inspired by the structured eloquence of the peacock and its natural beauty. While
•The environmentally friendly lifestyle is also
the line incorporates structure, we portrayed peacock feathers through gathered details.
prevalent in architecture, art and in the consumption
•All the handbags were designed with function and style in mind. The bags include functional zipper closures,
of organic food.
adjustable straps, and flaps with snap closures. Functional pockets are on the exterior and interior of the bags
as well. Other stylish details include faux buckles and rivets.
Direct Competitor Analysis
T H E B E CO L INE
Butler Bag direct competition as shown in the table below, failed to address the environmental
trend, including the use of eco-friendly textiles.
Butler Bag’s new eco-friendly handbags
Rocking the Fashion Beat
Butler Bag Michael by Michael Kors Dooney & Bourke Elliot Lucca Barbies
Boutique Line
Product Lines Bouture Line 9 Lines 5 Lines 10 Lines Reale Pavon
$230
Black, Brown,
Black, Brown, Orange, Black, Natural, Red, Lilac, Dove,
Lining
Black, Red, Turquoise, Cheetad, Gold, Cognac, yellow, boysenberry,
Color Blue, Brown Vanilla, Zebra orange, aqua teak, oxblood Blue, Purple, Green, Brown, Tan
Leather, Linen, Organically treated Leather,
Fabric Leather Leather, Canvas Canvas Leather organic lining
Price Point $125-$1400 $138-$700 $150-$750 $118-$498 $125.00-230.00 Leather
Survey results
Risk analysis/Conclusion
Our Surveys show that organic bags have a higher perceived value . The second
Target Market
most influential reasons for purchasing a handbag are function and style Product Development = New products Existing Markets
Bag Preference Meet Olivia, a middle aged
.
woman. Whether she is a 3 4 5
15
high powered executive, a
Market
Organic
stay at home mom, a fashion 2 3 4
Non-organic
85 innovator, or obtaining a
degree she is always keeping 1 2 3
14
busy. Environment,
12
Product
organization and simplicity
10
are a must have for her! Our
8
color
Although the product development strategy presents a 60-75% risk of
survey results further support
6 preference
Rockin’ The Fashion Beat Barbies
this argument and show that failure it is inevitable that our target market will purchase organic in 2010.
4
she is willing to buy Beco!
2
The only factor that could potentially affect the sales is if the economy does
0
Shainna Williams, Emily Spilker, Adrienne Duval, not recover. However, research shows that consumers perceived value of
Tyler Wisdom, & Yumi Miyahira environmentally friendly products will affect sales. Butler Bag Beco line will
capture this trend and will be the organic fashion staple of 2010.
Copyright@ RFBB, WSU December, 2008

2. Price Point
• leather: $21.00/yard
• Organic Cotton: $17 - $26/yard
• Natural plant dyes: $24.00/lb
• Max price for Notions on each bag: $17.00
•Thread: $5.00 per spool
Estimated cost per bag with $35.00 safety net: $128.00
Estimated retail price with 80% markup: $230.00