Download to read offline
Stay2GetHer Capstone Project
- 1. STAY2GETHER Spring 2017 Children'sLine By: Rachael Bonanno~Alyxis Flaggs~Victoria Stabile
- 3. Our Story Your childmay love to explore, wander in curiosity and investigate new places. But, often times they find themselves completely unaware of where they are or that they have lost their guardian. We support the fearless kids who love an adventure and want to assist them on their journey! We at STAY2GETHER understand that technology is becoming prominent in every millennials daily life. We have found a way to utilize the benefits of technology which we will incorporate into a stylish children’s clothing line. Meet The DESIGNERS
- 4. Mission STAY2GETHER strives toprovide a more efficient way for parents and children to always be connected, ensuring their safety and protection.
- 5. Brand Image A clothingcompany which provides safety for families at the soonest convenience. Our goal is to keep families together, while providing a stylish clothing line every season. STAY2GETHER will provide basics, for everyday use, and fashion pieces. We will remain relevant to consumers by continuously updating our app with technology changes.
- 6. Brand Associations Core BrandAssociations ● Children’s Clothing ○ Basic and trendy clothes for boys and girls ● Safety ○ Helps keep families together and safe ● Tracking Device ● Parents with Children Secondary Brand Associations ● Tech Savvy ○ Parents who are capable of using technology ● App ○ The line is associated with an app
- 7. Target Market Children betweenthe ages of 3-11 years old Millennial Moms Married or Single $75,000- $150,000 Income College Educated Tech Savvy Live in Metropolitan Areas Upper Middle Class
- 8. Consumer Demographics 81.7M HOUSEHOLDS 35M WITH CHILDREN 28%of the families have children under 18 years old. 31% of mothers tend to shop at department stores, like Macy’s, Nordstrom, and Bloomingdales. In the next 15 years the number of children in the US is expected to grow 8% MILLENIAL MOM’S CHECK SOCIAL MEDIA 49% ONCE PER DAY 14% 3-4 PER WEEK 14% 1-3 PER WEEK Parents gift fitness tech to their children: the product promotes healthy behavior and also can allow parents to potentially track where their child is located. Courtesy of: EMarketer. (2015, October). Parents Who Use Technology. Retrieved February 2016, from.. eMarketer:..http://totalaccess.emarketer.com/Chart.aspx?R=185051&dsNav=Ntk:basic%7cparents%7c1% 7c,Ro:1,Nr:NOT(Type%3aComparative+Estimate) Courtesy of: Mintel Academic. (2015, February). Theme Parks - US - May 2015. Retrieved February 5, 2016, from http://academic.mintel.com/display/737948/?highlight Courtesy of: Academic Mintel . (2015). Academic Mintel. Retrieved February 2016, 2016, from Parents more likely to gift: http://academic.mintel.com/display/757621/?highlight#hit1 (Bonetto. 2016) (Bonetto. 2016) (eMarketer, 2015) (Academic Mintel , 2015) (Academic Mintel , 2015) (Academic Mintel , 2015)
- 9. Consumer Demographics Courtesy of:EMarketer. (2015, October). Parents Who Use Technology. Retrieved February 2016, from..eMarketer:..http://totalaccess.emarketer.com/Chart.aspx?R=185051&dsNav=Ntk:basic% 7cparents%7c1%7c,Ro:1,Nr:NOT(Type%3aComparative+Estimate)
- 10. Consumer Psychographics Courtesy of:O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http: //academic.mintel.com/display/680686/
- 11. Consumer Psychographics Courtesy of:O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http: //academic.mintel.com/display/680686/
- 12. Consumer Psychographics Courtesy of:O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http: //academic.mintel.com/display/680686/
- 13. Consumer Psychographics Courtesy of:O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http: //academic.mintel.com/display/680686/
- 14.
- 15. Channels of Distribution *Merchandisedin the kids section under a “Wearable Technology” tab
- 16.
- 17. Company Goals 1, 3,and 5 years… 1 YEAR Enter into swimwear market Sell our merchandise in 10 museums and amusement parks throughout the United States 5 YEARS Give 15% of our profit to Ethiopia, Chad and Eritrea to help save starving children Initiative where for every shirt that is purchased one shirt is donated Enter new markets European, Asian, Canadian, Australian Lower the price of merchandise X 3 YEARS Licensed merchandise to Mattel, Sanrio, Disney, Universal and Nickelodeon Collaboration with Nike will feature updated device which tracks health and fitness in children's work out wear
- 18. STEEP Social: ● Legalization ofsame sex marriage ● Rise of social media ● Rise of social networks - Facebook, Twitter, & Pinterest ● Increase in childhood obesity ● Increase in school shootings Economical: ● The unemployment rate is decreasing ● Retail sales have been rising ● Lower oil prices ● Investors expect many years of extreme economic weakness Technological: ● Growth of wearable technology ● Technology hackers ● Increase in app usage Environmental: ● Demand for cotton fiber is decreasing Political: ● Increase of Syrian refugees ● The conflict between the US and terrorists
- 19. SWOT Analysis Strengths: ● Completelynew product - Nothing like it on the market ● Expected to reach a large group of people ● Combines the growing use of technology with keeping your child safe ● Endless opportunities of expansion Weaknesses: ● People may not trust our tracking system Opportunities: ● Apps and technology have become a lifestyle trend ● Encourages children to go out and play without the parents having to worry Threats: ● Tracking device could possibly be hacked ● Competitors renewing and reinventing their products
- 20. Sourcing Strategy ● Outsourcemanufacturing to Ethiopia ○ Inexpensive and Plentiful Labor ○ Free trade agreement with the US ○ Grow their own cotton ○ Top sourcing destination for Calvin Klein, Tommy Hilfiger, and H&M ● Purchase fabrics from the MAA Garment & Textile Factory in Ethiopia
- 22. Marketing Initiatives E-book: Childrenget lost and they are found by their guardian’s. The STAY2GETHER motto is repeated by both people, “Find each other, stay together!” Flash Mob: A fun flash mob takes place in Grand Central where duo’s (parent/child) get separated and quickly find each other wearing STAY2GETHER clothing and using the STAY2GETHER app. Launch Party at a Museum or Amusement park
- 23. The Tracking Device ●Mini GPS tracking device inserted into the seam of the clothing ● Shenzhen Kingsmart Technology Co. LTD ● Made in China ● $1.99
- 24. Technology Details The buyerscans tracker upon purchasing the item The first person to connect with the device is the controller Controller must approve all other connections It is possible to connect with as many trackers as you would like In the app there is a map which shows the precise location of your child at all times
- 25. The App STAY CONNECTED Throughthe STAY2GETHER app, parents can stay connected with their children throughout the day, right from their own mobile device. Whether it’s checking to see that your child has made it home safely from school or making sure they’re still in the neighborhood playing with their friends. The STAY2GETHER app delivers the connection and peace of mind that every parent craves.
- 26.
- 27.
- 28.
- 29. Girls Assortment G1007COT TANK Made ofstretch cotton jersey (97% cotton, 3% lycra). $30 G2007COT TEE-SHIRT Made of cotton jersey knit (100% cotton). $33 G4017COT LEGGING Made of rayon lycra jersey (92% rayon, 8% lycra). $41 G2017COT BLOUSE Made of a stretch polyester chiffon (97% polyester, 3% elastane). $45 G4027COT CAPRI The pants will be made of a stretch cotton canvas (92% cotton, 8% lycra). $49
- 30. Girls Assortment G4037COT SHORT Made ofa stretch cotton canvas (92% cotton, 8% lycra). $38 G3017CHI SKIRT Made of polyester chiffon (97% polyester, 3% elastane) with a polyester tricot (100% polyester) lining. $48 G5017COT ROMPER Made of cotton polyester jersey (60% cotton, 40% polyester). $40 G5027COT DRESS Made of cotton polyester jersey (60% cotton, 40% polyester. $49 G6017COT SLEEVELESS HOODIE Made in stretch polyester fleece (97% polyester, 3% elastane). $48 G6027SAT BOMBER JACKET The bomber jacket will be made in stretch cotton sateen (97% cotton, 3% elastane). $81
- 31.
- 32. Boys Assortment B2007COT TEE-SHIRT Made incotton jersey knit (100% cotton) $33 B4017COT PANT Made of a stretch cotton canvas (92% cotton, 8% lycra). $49 B4027COT SHORT Made in stretch cotton canvas (92% cotton, 8% lycra). $43 B2037COT LONG SLEEVE SHIRT Made in cotton jersey knit (100% cotton) $43 B2047COT WALLACE BEERY SHIRT Made in cotton polyester jersey (60% cotton, 40% polyester) with button placket. $38
- 33. Boys Assortment B2057COT SLEEVELESS TEE Madein cotton jersey knit (100% cotton). $35 B4047COT DROP CROTCH JOGGER Made in a stretch polyester fleece (97% polyester, 3% elastane). $53 B2057COT LONG SLEEVED BUTTON FRONT Made in cotton polyester chambray (57% polyester, 40% cotton, 3% spandex). $49 B2067COT SLEEVELESS BUTTON FRONT Made in cotton polyester chambray (57% polyester, 40% cotton, 3% spandex). $47 B6027SAT BOMBER JACKET Made in stretch cotton sateen (97% cotton, 3% elastane). $81
- 34.
- 35.
- 36. Conclusion STAY2GETHER will becomea household name. There are endless uses for the product and studies show that the demand will only increase in the future. By combining technology and fashion we ensure that your child will be safe and stylish.
- 37.