Love Me 2 Times

Created By:Jackie Tirbaso, Rachael Kosier, Taylor Allen

Abstract

Love Me 2 Times has come together to write this paper in order to demonstrate the

analytical and creative processes behind the establishment of the company and

brand.

The process began with conducting research of the accessories market, with an

eye for a hole to create a niche market. The founders of the company discovered

the wide gap for eco-friendly jewelry and accessories, and felt that they could

fulfill this spot. The most environmentally friendly cities in the United States were

researched, and Boulder, Colorado was the perfect match. They grew to love the

city, and have set up recycling collaborations with different businesses throughout

the county. They spent much time researching the consumer, and they all came to

know and understand what she wants. After gaining inspiration from nature, the

environment, and worldly travels, the brand was brought into existence. Products

were developed and created, along with all other aspects of retail settings. The

company has planned for the launch of their brand and grand opening of their flag-

ship store in the up-coming year.

Jackie, Rachael, and Taylor have worked so hard to create this new, innovative

jewelry and accessories brand in order to bring “green” consumers what they want.

After many long hours and hard work, they are very proud to be able to announce

these milestones within the company.

Table of

Contents

Company information Company Overview Product Sketches, Offering & Price RangeFinished PrototypeTarget MarketCustomer Profile Competitive Stores/Brands Within Region Fashion Cycle Emphasis Buying Behaviors

Market & Industry Research Highlights Where is your product going to be sold?Demographics Boulder, CO Background Information Online Channel Scope and Size of the Accessories Segment Unique CharacteristicsExpectations from the Accessories Segment Product RequirementsKey Labels/Brands - Competitors Wholesale and Retail Price Points Customer Lifestyle

From Inspiration to Concept Inspiration Concept Inspiration BoardConcept Board Product Line List

Sourcing Sourcing Recycling Campaign

Sales Plan Cost SheetSales Line Plan

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Branding, PR & Advertising Branding Packaging Product Marketing Product Launch Media KitAdvertisement

Conclusion References Appendix Technical Package

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CompanyInformation

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Love Me 2 TimesBackground Information

Love Me 2 Times is a fashion accessories and jewelry company that provides it’s customers with handcrafted, one-of-a-kind pieces. They place a strong emphasis

on keeping all products and processes eco-friendly,all while trying to help the community as much as possible.

Mission StatementWe are in business to serve the eco-friendly customer who is looking for a more

affordable way to express her values and style simultaneously. We deliver sustain-able, hand-crafted products in the most ethical and responsible way possible.

Vision Statement We strive to be the most sustainable company in the accessories industry, with our

customers recognizing the unique, innovative designs.

Company Values

Company Goals

Fill the hole in the market for recyclable material that is affordable and stylish

Support the lifestyle of the go-green movement in a fashionable, environmental way

To reuse unwanted, broken jewelry and recycled materials to create new, innovative accessories

Product Category:Recycled Accessories

G reen DesignR educe, Reuse, Re-purposeE nvironmentE co-chic

N eighborship

2

The price range of the pictured Love Me 2 Times’ Products is

$39.00-$89.00.

Spring 2013

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4

Finished Prototype

Target Market:VALS Types: Achiever/Innovator Achiever Motivated by the desire for achievement, Achievers have goal-oriented life styles and a deep commitment to career and family. Their social lives reflect this focus and are structure around family, their place of worship, and work. Achievers live conventional lives, are politically conservative, and respect au thority and the status quo. They value consensus, predictability, and stability over risk, intimacy, and self-discovery.

With many wants and needs, Achievers are active in the consumer market place. Image in important to Achievers; they favor established, prestige prod ucts and services that demonstrate success to their peers. Because of their busy lives, they are often interested in a variety of timesaving devices. Innovator Innovators are successful, sophisticated, take-charge people with high self- esteem. Because they have such abundant resources, they exhibit all three primary motivations in varying degrees. They are change leaders and are the most receptive to new ideas and technologies. Innovators are very active consumers, and their purchases reflect cultivated tastes for upscale, niche products and services. Image is important to Innovators, not as evidence of status or power but as an expression of their taste, independence, and personality. Innovators are among the established and emerging leaders in business and government, yet they continue to seek challenges. Their lives are characterized by variety. Their possessions and recreation reflect a cultivated taste for the finer things in life.

Image obtained from:http://www.strategicbusinessinsights.com/vals/demobehav.shtml

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Gender: Female Age: 18-28

Location: Boulder, CO and Eco-Friendly Cities across the U.S. Income: $50,000 - $100,000

Education Level: College Graduate Status: Single

Occupation: Artistic Careers

Customer ProfileFaith is a 25 year-old Caucasian female who is the owner of a small photography studio in Boulder,

Colorado. She lives comfortably, and brings in just enough income; just over $50,000 per year, to ful-

fill her needs and wants. She aspires to give back to the community in all possible ways, and spends

much of her time volunteering for a non-profit organization. She is very laid back, free-spirited, and

caring, and likes to involve herself with the same type of people. She enjoys traveling, going for bike

rides, hiking, and spending time outdoors. Her social life is very important to her, as is family life.

6

Competitive Stores/Brands Within Region Angie Star

1807 Pearl St., Boulder, CO 80302

Angie Star Jewelry was founded in 2002 by two sisters, and has evolved into a design studio that showcases custom, hand-made, sustainable jewelry collections.

They work together to create timeless pieces for everyone, everyday.

Blue Skies 1110 Pearl St., Boulder, CO 80302

Blue Skies is the company that was created from a collaboration of two world-trav-elers who are passionate about art and craft. They place an emphasis on fair trade products and recycled goods, in order to create a unique selection of items in their store. The store also serves as a gallery, they host special exhibits, and showcase

collections year-round.

Jacque Michelle 2670 Broadway, Boulder, CO 80304

Jacque Michelle is Boulder’s premiere women’s fashion and accessories boutique. The company is the area’s leading retailer for Hobo Leather Goods, Spartina Hand-bags, Moksha scarves, and Icelandic hats and gloves. They strive to help women

find the perfect accessories to proclaim their personal style.

Savvy on Pearl 1114 Pearl St., Boulder, CO 80302

Savvy on Pearl is a locally owned, exciting boutique that specializes in clothing, footwear, bags, jewelry, and accessories. They present fashion forward lines, with

appealing styles for men and women of all ages.

Sol Stones1300 Pearl St., Boulder, CO 80302

Sol Stones Jewelry has been in business for 13 years, and their primary store is located in Boulder. All pieces are also sold at SolStonesJewelry on Etsy. All of the jewelry is handcrafted with semiprecious gemstones, metals, silk, and pendants

from around the world and are all colorful, delicate and whimsical.

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Starfish 1136 Pearl St., Boulder, CO 80302

Starfish is a unique jewelry accessories boutique that allows their customers to have the experience of designing their own one of a kind pieces of jewelry. All jewelry is hand stamped with vintage turn of the century tools onto pendants of sterling silver and 4 colors of gold. Names, dates, and fun quotes can be added each year, and will definitely last a lifetime. The company is a member of the Green Business

Alliance, and use 100% recycled packaging.

Some other competitors in Boulder include Gold mine Vintage, Gypsy Jewel, and Sweet Bird Studio.

http://www.boulderdowntown.com/shopping/jewelry

Competitive Shopping Map

Image obtained from:http://www.boulderdowntown.com/shopping/jewelry

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Fashion Cycle Emphasis Accessories are something people are continuously wearing. Ten years ago, fashion

design consisted of apparel, and the accessory industry was merely an under-

stated little sister. According to Fashionista.com and The New York Times, acces-

sory design is where the money is being made for designers in the fashion industry.

This part of the fashion cycle is due to the recession. Why would a consumer spend

three times more on an over the top garment, when they can purchase a much

more inexpensive accessory to dress up a simpler garment in order to make it their

own? So far, in 2012, 75% of revenue at Michael Kors has come from his accessory

collection.

While a mini skirt may appear and disappear back and fourth on the fashion cycle,

a necklace will always last. Accessories are always being worn, but even more so

right now. Accessories are currently on

the up and up on the fashion cycle.

As far as environmentally friendly prod-

ucts and the fashion cycle, eco is also

on the rise. The New York Times also

states that 45 million Americans regularly

buy earth-friendly products. Eco choic-

es are rendered as fashionable, partially

thanks to celebrities like Kelly Clarkson

and Lenny Kravitz performing at Earth

concerts, and Lauren Conrad launching

an eco-friendly accessories line. https://www.idexonline.com/index.asp

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Buying Behaviors

Our target consumer is someone who is generally cautious with their money, but still

willing to splurge for a product they really love now and again. Their buying behav-

iors are frugal and practical, purchasing staple pieces that will last many seasons.

They steer towards organic and environmentally friendly products. Our consumer

will spend more for good quality because they

know that in the long run it Is saving them money.

They are also willing to spend a little extra cash for

unique pieces of clothing and accessories. They

know it is worth the extra money to be the only

one with a fun and original statement piece.

Generation Y: Shopping Habits

Generation Y, the age group of 18- to 29-year-olds,

are more technology focused than any previous generation. However, this trend

doesn’t keep this group away from retail storefronts. According to a recent study,

forty percent of Gen. Y participants prefer to buy locally, even more expensive

products. This group of consumers are loyal shoppers, and although they spend

much time researching and shopping online, they still prefer the retail experience.

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Market & Industry Research Highlights

Where is your product going to be sold?

Brick and Mortar:1136 Spruce Street Boulder, CO 80302

709 Square Feet $26/SF/Year$1,537/Month

“Prime Downtown Boulder retail space located at the corner of Broadway and

Spruce. Features include: high visibility building signage from Broadway, storefront

street parking and next door to the Spruce Street parking garage. Perfect for retail-

ers, stock broker, insurance agents other tenants who need easy access and store-

front identity.” (Cityfeet.com)

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DEMOGRAPHIC INFORMATION

POPULATION 1-mi. 3-mi. 5-mi.2011 Male Population 13,248 42,798 55,3242011 Female Population 12,487 40,445 52,424% 2011 Male Population 51.48% 51.41% 51.35%% 2011 Female Population 48.52% 48.59% 48.65%2011 Total Adult Population 23,886 72,974 93,3222011 Total Daytime Population 37,853 116,904 141,5452011 Total Daytime Work Population 29,655 83,250 98,7372011 Median Age Total Population 22 23 242011 Median Age Adult Population 23 25 282011 Age 18-20 6,242 12,497 14,3702011 Age 21-24 8,353 22,031 25,9362011 Age 25-29 2,066 6,533 8,315% 2011 Age 18-20 24.26% 15.01% 13.34%% 2011 Age 21-24 32.46% 26.47% 24.07%% 2011 Age 25-29 8.03% 7.85% 7.72%2011 Total Population 25,735 82,243 107,748

INCOME 1-mi. 3-mi. 5-mi.2011 Median Household Income $45,652 $47,760 $54,9872011 Per Captia Income $34,227 $38,017 $41,1242011 Average Household Income $84,355 $92,734 $99,1412011 Household Income $50,000-$59,999 733 2,276 2,9722011 Household Income $60,000-$74,999 829 2,466 3,5962011 Household Income $75,000-$99,999 1,209 3,277 4,613% 2011 Household Income $50,000-$59,999 7.02% 6.67% 6.65%% 2011 Household Income $60,000-$74,999 7.94% 7.23% 8.05%% 2011 Household Income $75,000-$99,999 11.58% 9.60% 10.32%

RETAIL SALES VOLUM E 1-mi. 3-mi. 5-mi. 2011 Jewelry Stores $3.45M $12.19M $16.96M2011 Women's Clothing Stores $11.71M $41.30M $57.07M

Information obtained from:http://www.cityfeet.com/Commercial/ForLease/1136-Spruce-Street-Boulder-CO-

80302-17755515L17755515L0.aspx

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Boulder, Colorado is a city located at the base of the foothills of the Rocky Moun-

tains, about twenty-five miles northwest of Denver. The city was founded in 1859

by explorers seeking the riches of gold. After many years of miners, in the “1950’s,

60’s and 70’s Boulder was booming with big business… Today, Boulder has 103,000

residents in addition to 29,000 University of Colorado students. Many things in

Boulder have changed since it’s humble beginnings, however there is much that has

not. Boulder is as beautiful as

ever, and due to well though out

planning and preservation, Boul-

der has not lost its individuality

or uniqueness as a beautiful

place to work and play. Boulder

is now famous for its value of

environmental preservation,

education, and quality of life. A

city that was once considered

uninhabitable, as it was a part

of the Great American Desert, has flourished to what it is today, overcoming many

problems and impediments along the way (www.bouldercoloradousa.com).

The predominant industries in Boulder are science and technology related. Since

the growth of these industries, the establishment of defense contractors, applied

and pure research centers, and satellite and communications companies has at-

tracted millions of dollars into the local economy each year. The technology boom

has filtered down into other industries, increasing the city’s manufacturing and retail

base. Boulder established as Economic Vitality Program in 2003, which primary pur-

pose is to attract new businesses and retain and expand existing businesses. It

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also strives to make the local retail environment appealing to the residents of Boul-

der County. This program’s main goal is to increase the amount of sales in retail and

to increase the number of unique shops that define the Boulder experience. The

county saw a solid growth in retail sales during 2011 (Boulder: Economy).

The University of Colorado at Boulder is located in the city and has around 29,000

students enrolled. This University was the first University in the nation to use re-

newable energy powered by wind. Boulder’s economy is driven by the University,

federal research laboratories, and more than 6,600 small businesses and corpora-

tions, all woven into an entrepreneurial fabric. Boulder’s estimated Gross Domestic

Product (GDP) in 2010 was 3.2% and seems to be on the rise. Boulder’s retail trade is

the largest among all industries in the Boulder economy. Retail trade accounted for

5.3% and contributed $943 million to the metro economy. The estimated retail sales

for 2007 was $4,039,254, and has steadily increased due to the expansion of the

most popular industries. Boulder’s strong economy can be explained by all the pro-

grams that the government is placing in this area to increase sales and awareness,

as well as promoting the Green Lifestyle, in which majority of residents agree with.

15

Boulderites embrace the Green Lifestyle. The city is also a home to many other life-

styles, such as: Boomtown Singles, City Start-Ups, Up-and-Comers, Blue Chip Blues,

and New Homesteaders. Boulder County is a national leader in innovative sustain-

ability efforts. The Zero Waste Program advocates waste by remodeling resource

management on the waste-free and self-sustaining systems found in nature (Green

Lifestyle). Boulder has a Green Points Building Program, which was designed to help

homeowners find products and designs for building “green,” while encouraging Boul-

der homeowners to include cost-effective and sustainable remodeling and build-

ing methods that conserve fossil fuels, water, and other natural resources. Green

Points promotes the recycling of construction materials, which reduces solid waste

and promotes better indoor air quality. Boulder also has a program called Recycle

Boulder and Eco-Cycle, which operate a 24-hour, 7-day a week Recycling Drop-Off

center. This free, organic waste drop-off center is open to the city of Boulder resi-

dents. Boulder is a community with high-ethical standards: focused on preserving

natural open space, a clean and beautiful environment, and a reduction in pollution

(Boulder, Colorado USA).

We plan to place our flagship store in Boulder, Colorado in hopes of reaching a

broader market that have the same values as our company. In the future, we plan

to expand to cities such as San Francisco, Seattle, Oakland, Denver, Portland, and

many more.

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Online Channel:

http://www.lovingeco.com/lovingeco-story/LovingEco: Style for Change

Two women who had a vision to make a difference founded LovingEco in 2010. They

are both committed to giving back, and they each deeply care about the environ-

ment, the health of women, and the future of the Earth. The founders says that the

“site is for all of our women friends, social entrepreneurs, leaders, students, fellow

moms, and fashionistas who also do not want to compromise on style and wish to cre-

ate a more conscious and less toxic world. The core of the brand is serving the com-

munity.

LovingEco is known for introducing the best and most innovative eco-friendly prod-

ucts and brands that deliver the merchandise without compromising on style. The

company works closely with top brands to bring consumers awesome discounts

through private sales. They recognize that consumers are always going to buy, but as

people change their purchases to products that are better for the environment and

committed to doing good, will together help to change the world.

The LovingEco brand team researches and then searches for the best eco-friendly

and sustainable products in fashion & accessories, beauty, personal care and toys for

babies and kids. They “look for companies founded and led by innovative thinkers and

entrepreneurs who are making a difference, including organic, vegan, cruelty-free,

fair trade, recycled, sustainable, made in the USA, made locally, handmade, biodegrad-

able energy and resource efficient” (http://www.lovingeco.com/what-is-eco/).

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The company believes that everyone and everything can make a difference, so

with each purchase, 3% of net proceeds goes to support a social or environmental

cause. One of the main goals in the creation of LovingEco was to discover a way

to give back and to create a sustainable way to raise funds for non-profit organi-

zations. They strive to be proactive and to help the people who are dedicated to

make a difference and creating a healthier world everyday.

Mission Statement:

Our mission is to create a healthier planet. We are passionate about inspiring

change, giving back, having fun and making eco stylish. LovingEco helps give peo-

ple the opportunity to make better choices about the products they purchase so

that we together can create a more environmentally and socially conscious planet.

By choosing to shop here you will create conscious positive choices from organic,

recycled, eco-friendly and ethically produced items. And with each purchase a por-

tion of sales goes back to charitable causes. Now start shopping differently…small

changes can make a big difference.

Values: Promote healthy product choices Support giving back through charity Commitment to listen and learn from the community Advance ethical and sustainable business practices Laugh and smile everyday Be open to the thoughts and needs of others Promote positive role models for other women and girls

Love Me 2 Times is collaborating with LovingEco in order to sell the handcrafted jew-

elry and accessories online. The company is still too small to set up their own online

channel, so setting up a collaboration with LovingEco is necessary. The products

will be available for purchase on the LovingEco website, and Love Me 2 Times has

agreed to match the donation of 3% net proceeds to support an environmental

cause.

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Scope and Size of the Accessories Segment

The accessories industry was estimated to have had retail sales of about $29 bil-

lion in 2011 and projected to have $30 billion in sales in 2012. Some key trends in the

accessories market are a steady recovery and growth from the economic down

turn. Sales have gown 4% from the year before decline. The age group of 35 years

and up accounted for 60% of sales in 2011, but the age group younger than 35 are

still very important consumers. In general, about half of the accessories dollar sales

were generated on sale, but consumers were most likely to pay full price for small

leather goods, hosiery, and sunglasses. The growth of online purchasing continues

to increase with the sales of accessories (Accessories Census 2011).

The artistic segment of the enormous jewelry industry is steadily growing at 9%.

This healthy growth can be associated with the value consumers place on owning

unique, artistic jewelry. The younger population is familiar with the combination of

art and jewelry, which is definitely helping the market to grow.

The trend within the jewelry industry is a movement to handmade, innovative

pieces as well as limited production items. Consumers have a desire to be different,

Growth of The Various Segments of the Jewelry Industry Image obtained from:

http://www.mplans.com/jewelry_marketing_plan/situation_analysis_fc.php

so they are purchasing unique

pieces of jewelry in order to

create distinction, a way of

standing out. They are also

becoming more confident and

are more willing to splurge on

non-essential items. They are

now also more environmentally

19

aware, and realize the impact of everything they consume can be harmful to the

environment. There has been a rise in the supply and demand for eco-friendly con-

sumer products. Organic products, including jewelry and fashion accessories, are in

high demand and will be desired by retail buyers.

There is not a direct market for eco-friendly fashion accessories, so we aim to help

in the production of this market and strive to increase sales and adoration of this

unique industry.

Information obtained from:http://www.accessoriesmagazine.com/40508/accessories-census-2011#

Information obtained from:http://www.accessoriesmagazine.com/40508/accessories-census-2011#

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Unique Characteristics The market for eco-friendly products is rapidly growing, including the accessories

segment of this market. The sales of this merchandise have not seen a decline due

to the economic recession, because the consumers have very strong beliefs about

protecting the environment. The consumers from this segment have strong buying

power and brand loyalty, due to the suspicion of many retailers advertising environ-

mentally friendly merchandise. Love Me Two Times’ customers will stay loyal to the

brand because of the uniqueness that it offers. The brand is recognized for it’s abil-

ity to up-cycle exclusive jewelry and accessories that are completely handcrafted

in the United States, while remaining environmentally conscious. Although there is

not a huge market for eco-friendly fashion accessories, the store will be strategi-

cally placed in “green” cities throughout the country, beginning in Boulder. Consum-

ers are becoming more educated on environmental issues, and are now more likely

to purchase from green brands.

Expectations from the Accessories Segment The eco-friendly segment of the accessories industry has to deal with the large as-

sortment of consumer expectations in regards to quality, craftsmanship, innovation,

and sustainability. One complication found in this industry if that “Consumers are

skeptical of promises: Only 47% trust companies to tell the truth in environmental

marketing” (Petrecca).

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Sustainability is one of the consumers main concerns while shopping for trendy,

well-made accessories. Consumers’ knowledge of green products is rising, so they

are becoming more aware of the eco-friendly practices. They are concerned about

the quality of the product, and also the value. The brand name is important to this

group of consumers, ensuring that they are purchasing green merchandise. They

are not worried about fitting in, they want to stand out, and stand up for the envi-

ronment.

Our company is going to have to stand out in this niche market. We need to start

out strong, and develop a powerful brand image. We have to capture the attention

of the consumers, and gain their trust. Having top quality, handcrafted, eco-friendly

products will be sure to do so.

Product RequirementsThere are many very certain product requirements that our company must keep

in mind when producing merchandise for this group of consumers. These require-

ments include eco-friendliness, uniqueness, quality, and price. The most important

requirement for the eco-friendly accessories consumer is the sustainability of the

merchandise. Our company has to make sure that each and every product is envi-

ronmentally friendly in every way possible. The consumers of this segment are also

concerned with uniqueness. They want to display accessories that are different

from everyone else, with the knowledge that they are not hurting the environment.

The accessories are hall handcrafted, and created so that each one is unique and

innovative, while maintaining a high level of quality.

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Key Labels/Brands - CompetitorsUrban Renewal

http://www.urbanoutfitters.com/urban/catalog/category.jsp?id=W_APP_RENEWAL

Urban Renewal is a segment of Urban Outfitters that takes vintage, dead stock, and surplus materials sourced from around the world, and create one of a kind,

handcrafted pieces. They create everything from jewelry to handbags to clothing. Urban Renewal’s general price range is anywhere from $8.00 to $130.00. They do sell some vintage designer jewelry as well, which is at a much higher price point.

People Tree http://www.peopletree.co.uk/

People Tree is another brand that has a similar target market. People Tree is a UK clothing and accessories brand. They make it their mission to protect the environ-ment by using natural resources for their products. Their business is said to be a

pioneer in Fair Trade and environmentally sustainable fashion. Their accessories sell from around $10.00 to $32.00. Their price range is slightly lower than what our ac-

cessories are worth.

Ecoisthttp://ecoist.com/

Ecoist is probably the brand that is the most similar to ours. Many of their products are hand-made from everyday objects that constantly get thrown away. Some

things they use to make their jewelry include soda pull-tabs, candy wrappers, and chip bags. Their primary focus is jewelry and accessories. Their motto is, “Buy a bag, plant a tree,” because every time they sell a bag or a purse, they plant a tree. This family owned business employs workers from Peru in an impoverished community, in hopes to improve the lives of all those they employ and their consumers. They also want their products to do good to people and to the planet. They have planted over 100,000 trees around the world, and are continuing to sell hand-made bags

while planting more trees.

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LoveIt http://www.loveitshop.com/

Tracie Pennypacker decided one day to reconstruct one of her vintage necklaces, and then started designing nonstop. She realized that the time she was spending was becoming more than just a hobby, and so LoveIt was born. She handcrafts

completely unique, eco-friendly jewelry from rare antique trinkets, bright vintage Lucite beads, and natural elements. Tracie uses 96% vintage materials and uses

environmentally friendly techniques to create her collections. Not only are her de-signs better for the environment, but also the quality and rarity are one of a kind.

“LoveIt is to love giving back while looking great.”

Etsyhttp://www.etsy.com/

Etsy is a buy and sell website, with a goal of giving more power to very small busi-nesses so they have much more sway in shaping the economy. They also want to make the world a more sustainable, fair, and fun place. There is an entire eco-

friendly section on Etsy.com, filled with handcrafted, sustainable accessories. Their price ranges vary from a quarter for some earrings, to $5,000 for eco-friendly dia-mond rings. There are definitely products that fall into our price range sold on Etsy,

making it one of our competitors.

A couple of other online competitors are Blue Avocado by Lauren Conrad and Soul-flower.com.

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Customer Lifestyle The lifestyle of the eco-friendly accessories consumer is very active, because the

young ladies lead extremely busy lives. They will purchase their eco-friendly ac-

cessories for two reasons: They will fulfill their need to go-green, and also because

the pieces will be used as conversation starters when these women are engaging

in their social lives. They often attend wine tastings and dinner parties with friends

and family, and enjoy participating in community activities. We understand this cus-

tomer’s need to be unique, so we have created a line of innovative styles that will

favor our very specific target market.

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Spring 2013

From Inspiration

To Concept

Inspiration While conducting research for the new up-and-coming accessories line, this new

company was also in search of a brand name. Knowing that the brand would be

focused on the environment, and handcrafted, up-cycled jewelry and accessories,

they wanted something catchy. The girls finally decided upon Love Me 2 Times, with

a strong vision for their brand.

For their accessories line, Love Me 2 Times chose to develop products for the up-

coming Spring 2013 season. The process started with researching upcoming trends

on Style Sight. Some major trends were colors like maroon and grey, especially in

particular to eco-friendly trends. Other trends for jewelry were outdoor fantasy

fairy inspired pieces, stuff

with lots of texture like wings

and branches. We chose to

focus on the outdoor part of

this trend and tie in nature to

our line. This is when we devel-

oped our eco-friendly concept.

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Each piece is made from previously used items, such as drinking straws, old cloth-

ing, broken jewelry, and old buttons, just to name a few. They continued on with

this idea when a Spring 2013 trend on Style Sight called Nutopia was discovered.

Nutopia is a trend inspired from the natural environment. It brings together ro-

mance with nature; it’s very free-spirited, just like the target consumer.

The girls also took inspiration from travel for the product line. Their consumer is a

woman who loves to see the world and experience new things and cultures. She

is not someone who would take a private jet to a resort in Bali; she is more uncon-

ventional. She’d rather take a boat or drive a hippie van. She is always looking to

gain experience. They brought together all of their inspirations in order to create

the Spring 2013 product line.

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Concept The company was able to bring together all of the trends they researched and the

inspiration they gained in order to create their Spring 2013 jewelry and accessories

collection. They wanted the products to reflect the busy lifestyle of the consumer,

and tie in the different aspects of travelling and different cultures. Taking shapes

and silhouettes from different landscapes and architectures, and colors and inspira-

tion from nature, they were able to successfully complete their first collection.

The straw necklace was inspired from other cultures, a mixture of African and Na-

tive American Indian. It is meant to look like fringe, but uses recycled straws. The

cuff bracelets and headband were inspired from jewelry in India and the Middle

East, which use recycled straws, buttons, jewelry chains, and fabric. The sunglasses

were inspired by the sunny beaches in Europe, which are full of glamorous, stylish

people. Shapes of objects found while traveling inspired the actual silhouettes of

the products. Outlines of famous landmarks like Big Ben and the Eiffel Tower were

taken and morphed into the collection.

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Insp

iratio

n B

oard

31

Con

cept

Boa

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Product Line List

Retial Price: $89

Style # S2230 Sunglasses

Wil be made with recycled sunglasses and embellished with buttons on the side. Buttons are customizable by color as well as frames. Each will include a recycled chain/jewelry croakie.

Style # J2211 Bracelet

Will be made with recycled straws and any other recycled objects (buttons) to embellish the claspRetail Price $49

Will be made with previously used ribbon and recycled straws. Will be embelished with other material as customer wants. For ex. (buttons, old jewelry, fabric etc.) Will hook with button.

Necklace

Style # H2260 Headband

Retail Price $39Each headband will be made of recycled fabric and will be fastened with buttons. Old jewelry will be incornorated into the fabric part of the headband.

Style # J2212 Bracelet

Retail Price $49 Each bracelet will be made with recycled cardboard. Buttons will be placed on each bracelet to embellish.

Style # J2210

Retail Price: $59

Prod

uct L

ine

36

Sourcing

Sourcing Love Me 2 Times’ products will all be handcrafted and made from recycled materi-

als in the United States. The founders of the company, Jackie, Rachael, and Taylor,

will be the designers and main creators of the products. There will be a back room

at our store devoted to the manufacturing and creating of products. There will be

two people hired to run the sales floor of our store, since they will be taking care

of the products and the business side of the brand. They are also going to have

product development interns from the University of Colorado to help maintain the

production of their products. This will also help to make future connections with the

local fashion designers and marketers.

38

We are going to acquire our materials from several locations. We will get straws and

other recycled goods from cafeterias in local hospitals, such as Boulder Community

Hospital, Boulder Community Foothills, and University of Colorado Hospital. Materials

will also be collected from the offices and cafeterias at the University of Colorado

and Front Range Community College. Another location we will collect materials

from are office complexes throughout downtown Boulder like: Broadway Suites on

Broadway Street, Colorado Group on 47th Street, Pearl Street Lofts on 20th Street,

and The Registry on Spruce Street. Malls are another big place we will obtain our

supplies, including Pearl Street Mall, Crossroads Mall, and Twenty Ninth Street Mall.

Our goal is to collect materials not only from shoppers, but particularly from apparel

clothing stores with damaged items. We will frequently collect any donated prod-

ucts or materials that cannot be used from the two Goodwill locations in Boulder.

Lastly, we will get materials from the Home Depot, and scrap metal, wood, glue, and

anything else they cannot use and plan to throw away.

39

Any needed materials that we can not collect through

recycling, will be purchased in bulk to reduce costs from

online stores like Alibaba.com and Nationaljewelerssup-

plies.com, and also stores like Costco and the Home

Depot.

40

Boulder Loves To Recycle Campaign

To obtain all of our materials from these listed locations, we have created a “Boulder

Loves to Recycle” campaign. We will place a large recycling bin at each of the loca-

tions listed in “Sourcing”. Each bin will have a poster that explains who we are and

what our purpose it. It will also stress the importance of preserving the earth and

recycling. Each bin will be labeled with the materials that are accepted, for example:

fabric, plastic, metal, etc.

On Monday mornings, we will split up and each go to different locations where we

will empty the recycling bins with the items from the previous week. Once we’ve

returned to the studio, we will sort the materials into what is usable and what is not.

The usable materials will go through a cleaning process before they are re pur-

posed into new accessories. The unusable materials will then be properly recycled

and disposed of.

We will encourage recycle to consumers by offering a 10% discount when they

bring recycled goods to our store. We will also encourage the “Boulder Loves to

Recycle” campaign through social media advertising, such as Twitter and Facebook.

Recycling Bin

41

1136 Spruce Street Boulder, CO 80302

42

Sales Plan

Love Me 2 Times has planned their sales according to the seasonality of retail

jewelry sales. Sales will be steady throughout the year, but will slightly pick up near

Holidays like Valentine’s Day and Mother’s Day. They will remain constant through-

out the end of the year, when the company will reach peak sales. They are able

to create their products for a very low cost, considering the fact that many of the

components are recycled objects. The company was able to reach their targeted

margins, and are forecasted to make around $35,000 profit for the first fiscal year.

44

COST SHEETCOMPANY NAME: Love Me 2 Times Style # H2260 Season: Spring 2013 Style Name: Headband Wash: N/ADescription: Headband made from Wash Description: N/Arecycled fabric, and up-cycled with jewelry and buttonsCOMPONENTS $/unit Quantity $TotalButtons 0.01 3 0.03Thread 0.02 1 0.02TOTAL COMPONENT COSTS: $0.05PACKAGING $/unit Quantity $TotalHangtag 0.25 1 0.25Bar Code Sticker 0.03 1 0.03Tissue Paper 0.02 1 0.02Drawstring Bag 0.19 1 0.19TOTAL PACKAGING COSTS $0.49PACKING - ONLINE ONLY $/unit Quantity $TotalCartons 0.05 1 0.05Tape 0.01 1 0.01Labels 0.08 1 0.08Poly Film 0.02 1 0.02TOTAL PACKING COSTS $0.16LABOR Cost $TotalSewing 0.05 0.05Metal Work 0.12 0.12Intern work 0.38 0.38Admin 0.95 0.95TOTAL LABOR: $1.50OTHER Cost $TotalRent 1.45 1.45Utilities 0.16 0.16Miscellaneous 0.50 0.50Freight 0.08 0.08Insurance 0.06 0.06

TOTAL OTHER: $2.25

GRAND TOTAL: $4.45

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Love Me 2 Times LINE PLAN SEASON: Spring 2013

SP/SU SUMMERSTYLE #NAME JAN FEB MAR APR MAY JUN

Quantities Quantities Quantities Quantities Quantities QuantitiesJ2210 Necklace 26 39 32 32 42 35J2211 Bracelet 1 78 117 95 96 125 104J2212 Bracelet 2 52 78 63 64 83 69S2230 Sunglasses 18 27 22 22 29 24H2260 Headband 23 34 28 28 37 30

TOTAL 197 296 239 243 315 262

Fall/ Winter HOLIDAYJUL AUG SEP OCT NOV DEC TOTALQuantities Quantities Quantities Quantities Quantities Quantities

33 35 32 34 45 118 50098 104 95 102 135 354 1,50065 69 63 68 90 236 1,00023 24 22 24 32 83 35029 30 28 30 40 104 440

246 262 239 258 341 894 3,790

Wholesale Wholesale Cost Cost MarginPer Unit Total Per Unit Total

$59.00 29,500.00$ 6.15$ 3,075.00$ $89.58$49.00 73,500.00$ 5.85$ 8,775.00$ $88.06$49.00 49,000.00$ 5.65$ 5,650.00$ $88.47$89.00 31,150.00$ 7.15$ 2,502.50$ $91.97$39.00 17,160.00$ 4.45$ 1,958.00$ $88.59

57.00$ 200,310.00$ 5.85$ 21,960.50$ $446.66

46

BrandingPR &

Advertising

Branding Logo

Business Card

Loyalty Card

Front

Back

48

Letterhead

49

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Packaging

Hangtag

Product Bag

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50

Product Marketing

We plan to start marketing our Love Me 2 Times collection at Denver Fashion Week.

Denver Fashion is an event that happens twice a year, working to build a sustain-

able and productive new fashion industry in Denver. Local retail stores and bou-

tiques attend DFW, then proceed with orders from their favorite designers.

We will show our Fall collection in April 2013 and our Spring in August 2013. Our line

will show three times throughout the week on the runway and for the rest of the

week we will have a booth set up, for people to browse, purchase, and to get our

name out in the public. This show will be fairly inexpensive. We will have to pay for

the cost of gas to commute to Denver from Boulder every day that week, but it will

be much cheaper than staying in a hotel room every night. Our accessories models

will be made up of our employees and interns, so we won’t be paying extra. One of

us will stay at the store each day to continue selling product there. There is also a

small fee of $100 to participate in Denver Fashion Week.

51

Once our brand takes off and we start making a little more revenue, we plan to ex-

pand our marketing to the Northwest Market Association in Portland, Oregon. NMA

also takes place twice a year for one weekend each, in March and August. They

showcase footwear, apparel, accessories, and children’s wear from designers and

retailers all over the Pacific Northwest. Although the show fee is only $115, it will be

much more costly. The cost of a room for the weekend for two of us to attend the

show is $402. Our flight and light rail transportation for two of us would be around

$416. The recognition our brand will receive from this trade show is worth the extra

cost for the weekend.

The last venue we plan to expand to and show at is the Fashion Market Northern

California in San Francisco. FMNC is a trade show that occurs five times a year to

show Spring, Summer, Fall I, Fall II, and Resort collections. Anyone from established

brands to new up and coming designers can show. This show has been the largest

on the West Coast for 50 years and has over 2,000 designers and collections each

show. We would show Love Me 2 Times twice a year for our Spring and Fall collec-

tions at FMNC. The show fee is $200 and a hotel and flight for two people is very

similar to Portland, adding the total estimated costs for the show to be $1,100. Like

Northwest Market Association, marketing our brand at Fashion Market Northern

California will spread our brand all over the Northwest, rather than keeping it se-

cluded to Boulder. It will help to promote new fashions, sustainability, and bring an

income for company and employees.

52

Product Launch

The launch of Love Me 2 Times’ Spring 2013 collection is going to take place at

Denver Fashion Week on April 21, 2013. The company not planning to launch their

products until this time in order to begin preparation. They will showcase their prod-

ucts all throughout the week at DFW, and the grand opening event will premiere

the following week. On Sunday, April 29, 2013 Love Me 2 Tiimes will open their first

brick-and-mortar retail store. The company has special events planned for the day,

including an after-hour cocktail party. They will also be offering discounts to the

first 100 customers in the store.

The after party will be held in the Spruce Room at Hotel Boulderado, and will run

from 7:00 to 10:00 p.m. There will be an offering of select hors d’ oeuvres and cock-

tails and refreshments.

53

Media Kit Takeaways

54

Invitation

55

Advertisement

The Love Me 2 Times Advertisement captures the aesthetic of the brand, while

representing a few of the product categories. It will be featured on different web-

sites and also on the LovingEco website. The company has decided to stay away

from print ads due to the eco-friendly aspect of the brand.

Will be featured on websites such as:

The company will also feature a radio advertisement on Pandora Radio and on local

Boulder, CO radio stations.

Web Ad

Facebook.comPandora.comYoutube.com

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The radio advertisement will be featured on Pandora Radio for Boulder, Colorado users. It will also be played on local radio stations, including:

KCSU 90.5 FM KDJM 92.5 FM KBCO 97.3 FM KOSI 101.1 FM

Radio Ad

Hey Boulder! Want a quick and easy way to recycle? Love Me 2 Times has put

together a recycling campaign in hopes to bring green into the fashion world! You

can help by recycling items such as fabric, plastic, glass, and old jewelry and other

previously used items in one of the many Love Me 2 Times recycling bins located

around downtown Boulder. The “Boulder Loves to Recycle” Campaign! Is brought to

you by Love Me 2 Times and the City of Boulder, Colorado. There’s a reason our city

is one of the greenest in the nation, so let’s keep it that way!

58

Conclusion

After long hours of hard work, dedication, and research, Love Me 2 Times was es-

tablished. Jackie, Rachael, and Taylor brought together all of their market research

in order to identify a hole in the market. They soon realized that there is an opening

for eco-friendly products, and that consumer demand is always growing for organic

and recycled goods.

They initially drew their inspiration from world travels and Spring 2013 jewelry and

accessory trends. They were able to design a collection that reflects the lifestyle

of their target consumer. All of the products are handcrafted with love in the

United States, and the company works it’s hardest to do it’s best ethically, and for

the environment.

They have obtained research from many different resources, and have created

their first collection forthe product launch and store grand opening. They have

researched trends in the industry, and have been able to come up with their sales

plan for their first year in business. The company has high hopes in being successful,

and have already gained interest in their brand.

After the first year in business, the company plans to expand to further markets,

including:

60

Denver, COEugene, ORPortland, ORSan Francisco, CA Savannah, GASeattle, WA

They also have high hopes of widening their range of products, and showing and

selling at more accessory trade shows.

References

“Accessories Census 2011.” Accessories Census 2011. N.p., n.d. Web. 25 Sept. 2012. <http://www.accessoriesmagazine. com/40508/accessories-census-2011>.

“Apparel & Fashion Accessories.” Alibaba.com. N.p., 2007. Web. 25 Sept. 2012. <http://img.alibaba.com/images/eng/others/ap parel_fashion_accessories_industry_overview.pdf>.

“Boulder, Colorado.” (CO) Profile: Population, Maps, Real Estate, Averages, Homes, Statistics, Relocation, Travel, Jobs, Hospitals, Schools, Crime, Moving, Houses, News, Sex Of fenders. City-Data, n.d. Web. 25 Sept. 2012. <http://www. city-data..com/city/Boulder-Colorado.html>.

“Boulder: Economy.” - Major Industries and Commercial Activity. City-Data, n.d. Web.

“Clothing Accessories Industry: Market Research Reports, Statis tics and Analysis.”Report Linker. 2012. Web. 22 Sep 2012. <http://www.reportlinker.com/ci02117/Clothing-Accesso ries.html>.

Fashionista . David Minkin, 2012. Web. 21 Sep 2012. <http://fashioni sta.com/>.

Instant. N.p., 2012. Web. 24 Sep 2012. <http://us.instantoffices. com/>.

Jewelry Marketing Plan (2012): n. page. Print. <http://www. mplans.com/jewelry_marketing_plan/situation_analysis_ fc.php>.

Murphy, Kelly . “Ezine Articles .” Ezine Articles . (2012): n. page. Web. 10 Nov. 2012. <http://ezinearticles.com/?Eco-Friendly- Fashion-Is-In-The-Bag&id=7090172>.

Petrecca, Laura. “Marketing Efforts May End Up In Green Blur; Consumers Seek ‘Meaningful’ Action.” USA To day. 22 April 2008: 10B. Web. 25 Sep. 2012. <Www.lex isnexis.com.library.scad.edu/lnacui2api/delivery/PrintWork ing.do?dnldFileName=Marketing_>.

62

Smith, Ned. “Business News Daily .” Business News Daily . (2012): n. page. Web. 10 Nov. 2012. <http://www.businessnews daily.com/3084-millennial-shopping-habits-revealed.html>.

“Urban Renewal.” Urban Outfitters. N.p., 2012. Web. 23 Sep 2012. <http://www.urbanoutfitters.com/urban/catalog/catego ry.jsp?id=W_APP_COLLECTIONS_RENEWAL>.

White Apricot. N.p., 2012. Web. 23 Sep 2012. <http://whiteapricot. com/>.

Yellow Pages. YP Intellectual Property LLC. , 2012. Web. 24 Sep 2012. <http://www.yellowpages.com/>.

“4 Hot Eco Friendly Fashion Trends.” The Daily Green. Hearst Com munications, Inc., 2012. Web. 23 Sep 2012. <http://www. thedailygreen.com/environmental- news/latest/eco- friendly-fashion-trends>.

63

http://www.boulderdowntown.com/shopping

http://www.boulderado.com/

http://ecoist.com

http://www.etsy.com

http://www.loveitshop.com/

http://www.peopletree.co.uk

http://soul-flower.com

http://www.stylesight.com/home

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Appendix:Technical Package

Style # S2230

DESIGN SHEET PAGE #01

COMPANY NAME: Love Me 2 Times STYLE # H2260

ADDRESS: 1136 Spruce Street SKETCH Boulder, CO 80302

PHONE: 440-506-8630

E-MAIL: [email protected]

GARMENT INFORMATION

GROUP NAME: Loving-Eco

CLASSIFICATION: Accessories

SEASON: Spring 2013

GARMENT LABEL: Love Me 2 Times

CONTENT: Recycled Materials

COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow

DESCRIPTION:

Headband made from recycled fabric, and up-

cycled with previously used jewelry and buttons

67

ILLUSTRATION SHEET PAGE #02


ADDRESS: 1136 Spruce Street GROUP NAME: Loving-Eco

Boulder, CO 80302 CLASS: Accessories | SEASON: Spring 2013

PHONE: 440-506-8630 GARMENT LABEL: Love Me 2 Times

E-MAIL: [email protected] COLORWAY: Opaline Green, Potter's Clay, Yolk Yellow

SKETCH

FABRIC INFORMATION STYLE # WIDTH SIZE RANGES DELIVERY DATE COMMENTS

N/A N/A

68

RAW MATERIALS SHEET PAGE #03




PHONE: 440-506-8630 GARMENT LABEL: Love Me 2 Times


SKETCH

MATERIALS:

Fabric

Jewelry Chain

Buttons

Thread

MATERIALS INFORMATION STYLE # WIDTH SIZE RANGES DELIVERY DATE COMMENTS N/A N/A

69

COMPONENT SHEET PAGE #04

COMPANY NAME: Love Me 2 Times STYLE # S2230



PHONE: 440-506-8630 CONTENT: Recycled Materials


ITEM-VENDOR-CODE-ORIGIN CONTENT SIZE-QUANTITY-UNIT OF MEASURE LOCATION COLOR COMMENTSRecycled Fabric Cotton 1/8 meter Cypress,

Local Recycling Partnerships Port Royale

Yolk Yellow

Recycled Jewelry Chain Metal 1 foot Back Black

Local Recycling Partnerships

Buttons Plastic 14 per pair of sunglasses Front Random

Local Recycling Partnerships Top

Thread Cotton Cypress,

Local Craft Stores Port Royale

Yolk Yellow

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LABEL/PACKING SHEET PAGE #05




PHONE: 440-506-8630 Content: Recyled Materials


ITEM-VENDOR-CODE-ORIGIN CONTENT SIZE-QUANTITY-UNIT OF MEASURE LOCATION COLOR COMMENTS

Eco-Friendly Drawstring Bag Non-woven ! Per accessory Brown

Luoyang Mingchen Industry and 35x30 cm

Trade Co., Ltd. Henan, China

Eco-friendly Jewelry hang tag Paper ! Per accessory Closure Tan

Young Lion Label Manufacturing Art Paper - 128g

Guangdong, China

Eco-friendly Tissue Paper & Logo Recycled 1 sheet per accessory In bag Tan/

Shanzhen Guan Yu Yuan Paper Mixed Pulp - 50x70 cm Black

Guangdong, China

Bar Code Sticker Sticker 1 Per accessory On Paper White

Young Lion Label Manufacturing Adhesive sticker Hang Tag

Guangdong, China

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LABEL/PACKING SHEET PAGE #06




PHONE: 440-506-8630 Content: Recyled Materials


Label attached to arm

Tag attached on inside near buttons

Headband will be packaged in Drawstring Bag

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Love Me 2 Times

Documents

Transcript of Love Me 2 Times