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- 4. CONTENTS 1 BRAND OVERVIEW 2TREND FORECAST 3 TARGET DEMOGRAPHIC 4 OPEN STOCK CONCEPT 5 OPEN STOCK FABRIC To develop a future forecast concept for Levi’s that is clearly defined and impacts their target market. SUMMARY 4
- 5. BRAND OVERVIEW Levi’s and theirfamed jeans are known and worn all over the world . Their denim has been around since the late 19th century; so long that when your think of jeans you think of Levi’s. Made & Crafted is Levi’s special collection designed on themes and concepts. To invigorate their current customer and attract a new one, the Fall/Winter collection takes hints from 1936 Dust Bowl when clothing had to be repaired and was passed down for generations to wear and to work. TREND FORECAST The Levis customer is in search of a product that is built to age well, fades in unique and interesting ways, and worth repair. The fabric choices offered were specifically chosen for those reasons. The silhouettes are tailored shirt jackets and denim jeans in tapered or straight leg, similar to original fit of the early Levis 501. Capitalizing on the popularity of the Levi’s vintage line, and work-wear in everyday fashion, Levi’s is offering their customer a product that tells a story and has a history. Fall/Winter ‘19 captures the spirit and heritage of American-made products that are made tough, even over-built. 5
- 6. CUSTOMER TARGET DEMOGRAPHIC Lives in Seattle,Washington 38 y/o Single Makes $75,000/yr. Works at a Creative Firm Attends live music Collects vintage furniture Active on social media Shops local when possible TRAITS Independent Social Multi-tasker DIY Creative Industry Aware Determined Stylish · 32 y/o · Single · Makes $50,000/yr. · Works at local Architectural Design Firm · Music lover; actively attends live music · Collects vintage furnture · Active on Instagram · Shops at Lizard Lounge, Self Edge, Orn Hansen Traits: · Independent · Social · Multi-tasker · DIY · Creative · Attends industry events · Hands on · Determined · Stylish OPEN STOCK CONCEPT Products being offered exclusively over a three month period, from October-December. Customer’s have the ability to customize their garment based on limited run, dead stock fabrics. Fall/Winter ‘19 garments are hand made to order, with the purpose of longevity, sustainability, and closing the gap on excess waste. 6 MADE IN U.S.A. LEVI S MADE & CRA FTED SA N FRANCISCO CAL. 1873 MADE IN U.S.A. LEVI S MADE & CRA FTED SA N FRANCISCO CAL. 1873 Upcycled Levi’s shopping bags used for hang tag and care instructions. MADE IN U.S.A. LEVI S MADE & CRA FTED SA N FRANCISCO CAL. 1873 MADE IN U.S.A. LEVI S MADE & CRA FTED SA N FRANCISCO CAL. 1873
- 7. Pacific Blue Mills StripedIndigo 100% Cotton 4.6 oz SHIRTING Pacific Blue Mills Salvage Chambray 100% Cotton 6 oz Pacific Blue Mills Indigo Warp w/Brown Weft 98% Cotton / 2% Spandex 9.5 oz USA Cone 100% Cotton 13 oz Selvedge Denim 100% Indigo Cotton 13.5 oz Bull Denim 100% Cotton 12 oz Pacific Blue Mills 100% Indigo Cotton 4.5 oz Semi-Selvedge Violet/Wht Stripe 100% Cotton 7 oz BOTTOMS OUTERWEAR LINER/ POCKETBAGS OPEN STOCK FABRICS Here you will find the current selection of available denim for your choosing. Simply select your jacket liner, shirting, pants and fabric. Customers can choose between two fits of denim pants and liners, customized fabric choices and trims. These options extend throughout the line with fabric choices for jacket liners and shirts. 7
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- 9. 9 Learn Teach Make Makers THE COLLECTIVE CONTENTS 1 ANALYSIS 2 MARKETSIZE 3 PLAN 4 OUR MAKERS 5 MARKET VALIDATION 6 MODEL 7 USERS 8 WEB ANALYSIS CHALLENGE Develop a theoretical business concept; build a brand road map to a community of people interested in helping each other learn. RESULT A fun and exciting alternative to traditional schools and courses. The Makers Collective gives consumers a distinct experience compared to their competitors. With a growing community the business will continue to benefit from a larger pool of reliable talent while simultaneously expanding. OPPORTUNITY To combat the alienating experience that is online learning, The Makers Collective seeks to connect people in the Portland metropolitan area to share skills, learn, and educate.
- 10. 1 0 PLAN 830K SERVICABLE MARKET 2.4MIL PORTLAND METRO POPULATION Makers Collective seeks to create an opportunity for individuals to teach, and learn skills that people actually want. Makers Collective focuses on user growth. With over a thousand skills offered by our users, the Makers Collective platform ranges from serious to eccentric. A wide range of user lessons is how Makers Collective projects their growth. Users can list skills to teach whether they’re business focused, creative projects, or tech skills. MARKET SIZE The projected market in Portland’s metropolitan area is 2.4 million users. The Maker’s Collective projects a serviceable market of 830k users 3.5% of the market share.
- 11. Affordable Expensive Online In Person 1 1 BRAND OVERVIEW Forgedby your own hands is our manifesto. We construct and build tangible objects; we discover new technology and improve on the existing. It’s a convergence of garage culture and DIY passion pushed to the forefront of education and networking. Our makers have a passion to learn, and share that knowledge. TREND FORECAST OUR MAKERS MARKET VALIDATION Simbi has 330k users. Skillshare has 9million users. Lynda.com has over 10million users. Craigslist offers over 800 private lessons. ADX has over 100 members.
- 12. Users list theirskill-based offering on Makers Collective, and are assigned a value through credits. Credits are gained by teaching their offered skill or is available for purchase. The earned credits system creates the oppertunity for free users to share their skills by teaching and take advantage of other’s skills without ever spending money. Premium users have the ability to charge for the lessons they teach. Simultaneously offering basic users an option to buy credits if they don’t want to put up a skill to teach. 24% BASIC USER Those seeking to learn but do not wish to teach can purchase lesson credits. 1 credits = $10 3 credits =$25 5 credits =$35 35% PREMIUM USER As a premium user you have the ability to charge for the lessons you teach. Makers Collective charge the premium user $10 a month and takes 5% of what the teacher charges for a lesson. 41% FREE USER The free user can teach lessons to earn credits to spend on a lesson. 1 hour of teaching = 1 credit 1 lesson costs 1-5 credits BASIC USER PREMIUM USER FREE USER Makers Collective charges Premium users $10 monthly and takes a 5% cut from lessons. 1 hour of teaching = 1 credits 1 lesson cost = 1-5 credits. BASIC FREE PREMIUM 1 credits = $10 3 credits = $25 5 credits = $35 Those seeking to learn but do not wish to teach can purchase lesson credits. As a premium user you have the ability to charge for the lessons you teach. The free user can teach lessons to earn credits to spend on a lesson. 1 2 BRAND OVERVIEW MODEL BRAND OVERVIEW USERS
- 13. HOME ABOUT LEARNTEACH JOIN SEARCH HOME IMPROVEMENT TECHNICAL SKILLS CREATIVE ACADEMICS ARTISAN AGRICULTURE Makers THE COLLECTIVE HOME ABOUT LEARN TEACH JOIN SEARCH KELLY Makers THE COLLECTIVE Professional Illustrator 9.1/10 Premium Teacher 73hrs CHARLIE Industrial Designer 9.7/10 Premium Teacher 132hrs RACHEL Baker 8.9/10 Premium Teacher 162hrs HOME ABOUT LEARN TEACH JOIN SEARCH KELLY MakersMakers THE COLLECTIVE Professional Illustrator 9.1/109.1/10 Premium Teacher 73hrs CHARLIE Industrial Designer 9.7/109.7/10 Premium Teacher 132hrs RACHEL Baker 8.9/108.9/10 Premium Teacher 162hrs 1 3
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- 15. 1 5 CONTENTS 1 BRANDSTORY 2 TARGET MARKET 3 BUSINESS CHALLANGE 4 AD ACTIVATION BRAND STORY Started by Tali Ovadiain in 2001 as a simple rolling food cart in Portland, Oregon. Seven locations later, she has continued to serve the same simple dish. Brown rice, red and black beans, salsa, fresh sliced avocado, black olives, sour cream, cheddar cheese, cilantro, and Tali sauce (a secret sauce of her own invention).
- 16. 1 6 TARGET MARKET Active intheir community, this target audience takes part in the abundance of restaurants and bars that Portland has to offer. Discerning, busy, and spontaneous, these consumers care about what they eat and where they spend their money. TOURISTS YOUNG PROFESSIONALS BUSY PARENTS LOCALS Meeting friends for lunch os a regular occurrence. They care about their neighborhoods and the businesses located in them. Although their customers are adventurous Whole Bowl is a staple item and they enjoy its simplicity. Visiting Portland, specifically for the food scene is only gaining popularity. While many local businesses have gained success purely through publicity, others rely on word of mouth. Tourists want to experience ‘foodie’ culture in Portland for every meal. Being the recommended destination for a quick healthy meal will help to grow The Whole Bowl’s market. Working parents are often rushed to feed their children on the go. They care about the food their children are eating, and are always looking for a healthy creative option. In fact, lots of moms claim their kids won’t eat rice and beans unless it’s from the Whole Bowl.
- 17. rice beans salsa cheddar black olive avocado sour cream cilantro tali sauce It’s like eatinga hug.rice bean T H E WHOLE BOW L rice beans salsa cheddar black olive avocado ur eam cilantro tali sauce It’s like eating a hug. rice beans salsa cheddar black olive avocado sour cream cilantro tali sauce It’s like eating a hug. T H E BOW L 1 7 Although there are seven locations in Portland, The Whole Bowl lacks a strong identifier to create brand awareness and continued targeting of occasional customers. In order to attract new audience, and reinvigorate the current customer, Tali sauce will be bottled and sold at all locations, as well as select retail. BUSINESS CHALLENGE
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- 20. 2 0 CONTENTS 1 BRANDSTORY 2 BRAND POSITIONING 3 OUR TRIBE 4 COMPETITORS 5 CAMPAIGN PLAN 6 SOCIAL MEDIA 7 ACTIVATION 8 CANTEEN To create a new marketing campaing and unique brand strategy for Raleigh Bicycles. Increased brand exposure to a new target audience, appealing to a youthful, creative demographic. With an emphasis on well-built quality bikes ideal for the city, dirt, and road for all abilities. Raleigh wants to captivate a younger alternative audience in order to be relevant in the current cycling market. ANALYSIS CHALLENGE RESULTOPPORTUNITY
- 21. 2 1 BRAND OVERVIEW In asmall shop on Raleigh Street in Nottingham, England in the late 1880’s Frank Bowden decided to make his passion a reality. To bring the simple joy of riding a bicycle to everyone, over 125 years later Raleigh has transformed into one of the largest bicycle manufacturers on the planet. BRAND POSITIONING TWITTER FACEBOOK INSTAGRAM PINTEREST The Raleigh account is active and posts regularly, but get very little engagement with their 6,139 followers. Averaging between 1-4 likes with little to no re-tweet. The Raleigh account is active, however it is the same content that is posted on their Twitter account. The engagement with their 44,887 followers averages between 5-15 likes. Followers ask questions about product posts and receive immediate response and feedback from Raleigh. The Raleigh account is active and uses similar content seen on their Twitter, and Facebook but posted in different sequence and occasionally reposting user generated content. Follower engagement from their 12,000 followers is strongest here with an average 200 likes per post and an average of 20 comments. The Raleigh account is less active then any of their other social media platfroms. Currently they have 11 boards and 280 followers. The content on their boards is broken down into lifestyle for example “Families that ride” board and a “Cycling fashion on Raleigh” board. The lifestyle board is a great idea but the content falls short.
- 22. 2 2 The personwho gets up early for the sound of rubber on asphalt, the smell of the countryside, and pedaling two wheels through the city. Loyal to biking not because of their carbon footprint, improving their health or need for adventure. The reward is passion and emotional gratification. Their daily riders, never letting the fun be taken out of a commute, always ready for a ride with friends. BRAND OVERVIEW OUR TRIBE BRAND OVERVIEW CAMPAIGN PLAN Two of Raleigh’s closest competitors are Masi, and Giant. All companies have a diverse offering of entry-level bikes ranging from $700 - $1,200. COMPETITORS Introducing the Raleigh Club Canteen. What is the Raleigh Club Canteen? Canteens are meeting places for cycling fans and lovers of the sport. Partnering with cafés and tap houses, to provide a retail space stocked with the latest one-off Raleigh products. Cafés and tap houses within Seattle, Portland, and San Francisco offering beer, coffee, and food will also have rides, and events. The Raleigh club Canteen acts as a local hub to represent the vibrant communities inside our amazing sport.
- 23. This email wassent by Raleigh USA, a member of Accell North America RALEIGH BICYCLES | 6004 South 190th Street Ste. 101 Kent | WA 98032 United States 1-800-222-5527 | raleighbicycles.com Unsubscribe | Email Preferences Raleigh riders are defining and refining the concept of a cycling lifestyle. Over the years, our customers have shared amazing stories and pictures from their rides, and whether you’ve been riding for decades or just starting, the journey to becoming a cyclist isn’t always paved. Raleigh Club Canteen was started for every rider to come together, and encourage friends and family to get on a bike. Lets ride. SEATTLE PELOTONE CAFE PORTLAND HOPWORKS URBAN BREWERY SAN FRANCISCO ThE VELO ROGUE CAFE BRAND OVERVIEW SOCIAL MEDIA BRAND OVERVIEW EMAIL 2 3 Raleigh will pull user genertated content to post on Instagram under their stories. This content reflects the lifestyle and diversity of many riders inside our target cities. INSTAGRAM Facebook will act as the calendar for events and communication for Raleigh club Canteen rides. FACEBOOK YouTube infulencers in the bike community will be used to review new bikes as well as one-off products from the Raleigh Club Canteen. YOUTUBE
- 24. 2 4 1 23 4 5 6 7 8 9 BRAND OVERVIEW ACTIVATION In all three cities, the Raleigh Club Canteen starts July 6th -July 27th in Seattle, Portland, and San Francisco. BRAND OVERVIEW INSTAGRAM STORYBOARD User photos from rides in each city posted on Raleighs Instagram. 6 JULY 6 JULY 6 JULY 13 JULY 13 JULY 13 JULY 20 JULY 20 JULY 20 JULY 27 JULY 27 JULY 27 JULY Raleigh Club Canteen - Launch Party! Sat 1 PM Raleigh Club Canteen - Launch Party! Sat 1 PM Raleigh Club Canteen - Launch Party! Sat 1 PM Raleigh Club Canteen - Group Ride Sat 9 AM Raleigh Club Canteen - Group Ride Sat 9 AM Raleigh Club Canteen - Group Ride Sat 9 AM Raleigh Club Canteen - Parts Swap Sat 11 AM Raleigh Club Canteen - Parts Swap Sat 11 AM Raleigh Club Canteen - Parts Swap Sat 11 AM Raleigh Club Canteen - Victory Lap Ride! Sat 7 PM Raleigh Club Canteen - Victory Lap Ride! Sat 7 PM Raleigh Club Canteen - Victory Lap Ride! Sat 7 PM Pelotone Cafe Seattle, WA Hopworks Urban Brewery Portland, OR The Velo Rogue Cafe San Francisco, CA Pelotone Cafe Seattle, WA Hopworks Urban Brewery Portland, OR The Velo Rogue Cafe San Francisco, CA Pelotone Cafe Seattle, WA Hopworks Urban Brewery Portland, OR The Velo Rogue Cafe San Francisco, CA Pelotone Cafe Seattle, WA Hopworks Urban Brewery Portland, OR The Velo Rogue Cafe San Francisco, CA
- 25. 2 5 Youtube iswhere Raleigh will upload well- branded, hip videos by partnering with influencers such as The Singletrack Sampler. This outlet creates a lifestyle around the brand and gives users a firsthand look and feel from a trusted source. RALEIGH DOWNHILL DEMO - TOKUL 2 (Don’t watch if squeamish) // The Singletrack Sampler BRAND OVERVIEW YOUTUBE CHANNEL Unique, one of a kind Raleigh products will be offered in three cyling cities: Seattle, Portland, and San Francisco. BRAND OVERVIEW THE CANTEEN