Existing Company: Mario’s• Started as a shirt shop in 1937• In 1960, opened Mario’s in Lloyd Center, Portland• In 1975, shifted to a more European taste• Currently has 3 stores: Portland, OR Seattle, WA Tigard, OR
Our Private Label: Mario’so Women • Handbags • Walletso Men • Bags • Walletso Travel Accessories
Our ConsumersDemographics• Gender: Men and Women• Age: 20 – 55 years old• Income: $72, 000 and above• Education: College and above• Social class: Upper-middle classPsychographicsInnovators Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services.Thinkers Thinkers are conservative, practical consumers; they look for durability, functionality, and value in the products that they buy.Achievers Achievers favor prestige products and services that
Short Term Forecast Private Labels for Women and Men’s handbags and accessories line: • Start with basic colours/silhouettes with additional products in line that incorporates seasonal colours • Textiles/materials would include premium materials to maintain standard i.e. leather, exotic leather, gold hardware • Trademark/signature details (not ostentatious) will be added for brand/status identity
Long Term forecast Development of products to keep up with advancing market • Research on customers’ preferences, lifestyles, and what influence them - Marketing Strategies - Long Term Focus on Inventories • Invest in technology for textile advancement and innovative usability •Aim to be a one-stop store young professionals; couples
Competitor • Women • American chain of • Accessories luxury department • Designer Clothing • Handbags stores headquartered • Lingerie in New York City. • Men • Accessories • Bags & Leather Goods • Company began in 1923, • Clothing when Barney • Personal Furnishings Pressman opened his • Shoes • Ties first store in • Watches, Cufflinks & Jewelry Manhattan.
Fall 2011/Winter 2012 Trends • Darker, rich, color hues • Combination of bold color and textures • Luxury material and quality • Sumptuous textures • 3D effects or other innovative finishing transcend the classical looks in an exciting modern way
Logo & SloganName of Private Label: Mario’sDesign of Logo: Gold serif fontSlogan of Brand: The Luxury to Die For“We say, buy less, buy things that you love and wear them to death”“You gotta love it! Everything you buy should be because you feel like [you] can’t live without it!” - Mario Bisio Mario’sThe Luxury to Die For