6. 6
I S T H E R E
R E A L LY A
N E E D A N D A
M A R K E T ?
The
Market
Business
Environment
The
Consumers
7. 7
T H E B U S I N E S S
E N V I R O N M E N T
Between both countries exists a
Free Trade Agreement
Colombia exports $148 million in
apparel and accessories to the U.S.
annually (Major Shippers Category, 2014)
32.7% of the Colombian population
lives under the poverty line(The World Bank 2012)
8. 8
2010 2011 2012 2013 2014 2015 2016 2017 2018
T H E M A R K E T
U . S . L U X U R Y
U.S. Luxury Annual Sales Projected Growth (2010-2018) In Billion Dollars
9. 9
T H E M A R K E T
U . S . L U X U R Y A C C E S O R I E S
In the U.S., luxury
accessories market
sales where of $15
Billion in 2013
The whole accessories
segment is projected to
grow in sales to $18.8
billion in 2018
10. 10
T H E M A R K E T
E - C O M M E R C E T O D AY
The U.S. is responsible for
60% the luxury e-commerce
industry sales
In 2013 the luxury sales
were $5.4 billion in the U.S.
Accessories represent 41%
of the total online luxury
sales U.S. E-commerce luxury market share by segment
- All data comes from D’Arpizio, 2014.
13. 13
A premium online store
that helps people help
people
W H AT I S C O D E ?
It is for the American
Millennials who value
sustainability and
demands exclusivity
15. 15
Unique, handmade accesories
designed by Colombian
designers and made by
disadvantaged Colombian
artisans in accordance
with CODE’s guidelines
T H E P R O D U C T S
16. 16
1) To follow the CODE sourcing
guidelines
2) To mantain enough products
to allow the company to maintain
inventories
3) To follow CODE design line and
quality standards
D E M A N D S F O R
T H E D E S I G N E R S
19. 19
T H E S T O R E
ONLINE: A user-friendly website.
Online Store / About Us / Our Brands / Contact Us / Blog
20. 20
Demographic
Age: 23-35
Gender: Female and male
Marital status: Single or married
Household income: 80,000 – +
Education: They graduated from
college
Occupation: Professionals
T H E TA R G E T
4
21. 21
T H E TA R G E T
4
Location: U.S.
New York
Chicago
Dallas
Los Angeles
Washington
Seattle
San Francisco
Minneapolis
Denver
22. 22
T H E TA R G E T
Needs/Motivation: High quality, sustainability, recognition and exclusivity
Personality: Intelligent, adventurous, environmentalist and demanding
Lifestyle: wealthy, social, friendly, tech-savvy, entrepreneur and healthy
23. 23
D I S T R I B U T I O N
D E S I G N E R S
C o l o m b i a
T R A N S P O R T
O c e a n / A i r
S T O R A G E
M i a m i
T R A N S P O R T
O c e a n / A i r i
C L I E N T S
U S A
24. 24
P R O M O T I O N
CODE will be launched
through a 6 month campaign
of a cost of $39,000
The campaign has two
different stages: launch and
promotion.
25. 25
C A L E N D A R
August
Digital Launch
Blog Promotion
Social Media
Social Media ads
Contest
OctSep Nov Dec Jan
26. 26
C A L E N D A R
September
New York Event
Pop Up Store
Trade Event
Social Media
Contest
Social Media ads
OctAug Nov Dec Jan
27. 27
C A L E N D A R
SepAug Nov Dec Jan
October
Positioning
Social Media
Social Media ads
28. 28
C A L E N D A R
SepAug Oct Dec Jan
November
Positioning and
pre holidays
Social Media
Contest
Social Media ads
29. 29
C A L E N D A R
OctAug NovSep Jan
December
24 days of sharing
Blog Promotion
Social Media
Contest
Social Media ads
30. 30
C A L E N D A R
OctAug Nov DecSep
January
Positioning
Social Media
Social Media ads
31. 31
C O N C L U S I O N
The company fills a gap in the U.S. premium market
The company would Break Even in March of the second
year with the actual sale forecast
