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2018 kit culture pitch deck


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Background on Kit Culture, a menswear e-commerce startup based in Los Angeles focused on designing and producing versatile and sustainably-sourced products at local factories.

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2018 kit culture pitch deck

  1. 1. Confidential Presentation January 2018 Kit Culture Versatile, sustainably-sourced menswear
  2. 2. Kit Culture is a digitally native menswear startup producing accessible, stylish apparel that combines versatility with sustainability and ethical manufacturing. 2
  3. 3. Today’s young professional male cares more about fashion and is more invested in the brands he chooses from a mission statement, design and sustainability perspective. 2
  4. 4. 2 The fashion industry is ill-equipped to respond to these trends because it is currently split between fast fashion on one end and mid to high-end brands that are trapped in the old seasonal, wholesale fashion model. Fast Fashion Brands • Examples: H&M, Zara, Uniqlo • Pros: Responsive product selection; low price • Cons: Poor quality; Complex supply chain and questionable labor and environmental practices Mid to High Price Brands • Examples: J. Crew, Gap, Vince • Pros: Brand recognition, established distribution channels • Cons: Reliant on discounting and seasonal wholesale model, nothing authentic or relatable about their products
  5. 5. 2 Menswear startups that have tackled these problems thus far focus too much on business model disruption and not enough on product differentiation, ethics and sustainability. But startups in other categories have successfully implemented our approach, which we believe is better positioned for long- term success. Menswear Startups • Examples: Bonobos, Mack Weldon, • Pros: successful e- commerce approach, innovative customer service • Cons: Undifferentiated product, lack of recognizable mission statement, easily copied. Proof of Concept • Examples: Allbirds, Reformation • Pros: Sustainably-sourced product, loyal customers, products that tell stories • Cons: Potential limitations on scalability beyond core audience.
  6. 6. 6 Why Kit Culture is Positioned for Success
  7. 7. Sustainability plus Accessibility • Sustainability and local manufacturing is a core principle of the brand, which insulates us from competition from large brands. • By designing accessible and relatively affordable products, we will avoid being a niche “craft” brand targeting only higher-income consumers. 9
  8. 8. Great Products Tell Great Stories • By building anticipation around single product launches, we will keep customers consistently engaged and gauge demand before production. • By creating interesting and compelling products, we can tell interesting and compelling stories about our process as opposed to expensive lifestyle or celebrity marketing campaigns. 9
  9. 9. • Company founded in 2015 • $25k in sales with a single founder. operating out of a garage and a limited product selection. • Business model has evolved based on learning thus far. • 12,000 plus followers and subscribers across social and email subscribers. • Customers all over the U.S.—not limited to Los Angeles or coastal areas. Early Results 34
  10. 10. Acquisition Model Primary Acquisition Channel is through Digital Advertising and Email Newsletter 12 180 40 360 140 FORECAST CUSTOMER ACQUISITION MODEL COGS Customer Acquisition Cost Customer Lifetime Value Gross Margin
  11. 11. Test new product development model Raise $50k in Seed Achieve $100k in annual revenue 18-Month Plan 40
  12. 12. Brian McEvoy • 8 years as a M&A attorney at Hughes Hubbard & Reed LLP • J.D. from Boston University; B.A. from Dartmouth College • Runs all areas of business, from design to marketing to business development. • Passionate about design and the outdoors. Founder Bio 41
  13. 13. Contact: (310) 717-0534 Twitter: @kitculturecloth