SFK CAMERA ACCESSORIES POP-UP SHOP IFBcon ~ SOHO, NY September 3-4, 2013
Table of Contents
Objective Company & Consumer Information SFK History Specialty Market Independent Fashion Bloggers Target Consumer Targeting Fashion Bloggers Trickle Down Effect
1-3 5-15 6-7 8-9 10-11 12-13 14 15
Location & Store Design
17-27
Product Offering
29-31
Promotional Plan
33-39
Independent Fashion Bloggers Conference 82Mercer Inspiration Layout Pop-Up Shop Design The Products
The Promotion SFK Blog Post Advertisement Utilizing Social Media
Works Cited Acknowledgements
18-19 20-21 22-23 24-25 26-27 30-31 34-35 36-37 38-39 40-41
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Objective
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The purpose of creating the SFK Camera Accessories Pop-Up Shop is to bring a greater awareness to the unique camera straps and wristlets. We want to inform fashion bloggers of the high-quality, innovative accessories, and utilize them as an outlet for advertisement and promotion. Fashion bloggers have a strong connection with consumers, therefore influencing their buying behavior. By marketing to bloggers, the brand will be able to expand their customer base, and gain a loyal following.
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Company & Consumer Information
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SFK HISTORY The former Teen Vogue Accessories Editor, Sarah Frances Kuhn, founded SFK, an accessories brand, in 2011. She creates stylish, yet functional camera straps in her Brooklyn, NY studio. Her strong background, knowledge of accessories, and her broken camera strap brought her upon the idea of a chic way to carry her camera. She experimented with creative materials, including metal, nylon, suede, ribbon, and leather to create aesthetically pleasing camera straps. At first, she only made them for herself and friends, until they were noticed and coveted by the fashion world. Her complete collection is now sold online to fashionistas around the world.
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Customers can visit her website to purchase a strap from one of her seven different collections of camera straps and iPhone wristlets.
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Specialty Market SFK is a specialty company, creating only innovative camera straps and wristlets. This can be considered a benefit due to the expertise and knowledge behind the design of the products. The company offers a competitive advantage over others because they offer a wide assortment of camera straps in this very specific product category.
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Million people in the United States The percent of women in the U.S.
Of these women, SFK targets a very specific group, the ones with the cameras! There are many different styles available for all types of people, specifically fashionistas.
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The percent of times a digital camera buy leads to a camera accessory purchase
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The Facts:
DSLR Cameras Over 9 Million sold in 2008 DSLR Camera Owners: 51% Female These women have a “creative spark” “DSLR cameras are increasingly becoming a type of camera that is in the reach of the average photographer as prices fall and manufacturers develop more user friendly models.” (http://www.shotaddict.com/tips/article_10+Tip s+to+Choose+an+Affordable+DSLR+Camera.html)
Other Cameras & iPhones 60% of Americans own digital cameras 95 million women own digital cameras 41% of U.S. households have camera phones 17 million women own iPhones 9
Independent Fashion Bloggers Independent Fashion Bloggers was founded in September 2007 by Jennine Tamm, of The Coveted. She started out as a blogger, and while searching for monetization techniques, she realized the overwhelming amount of information on the web. She then went on to create IFB, an online community for fashion bloggers around the world. The website offers many different tips and hints for it’s members, as well as inspiration and many different photos. The bloggers come together to share their ideas and experiences in order to create a helpful method for all to use while improving their blogs.
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42,532 Members
~Blogging Tips ~Business Tips ~Ethics ~Marketing ~Monetization ~Photography ~Professional Blogging ~Social Media ~Writing
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Target Consumer 99% Females Between the ages 20-35 College Educated Income of $50,000+
Creative Career Located in Metropolitan areas Middle to Upper class Status: Single 12
GEN BUY
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.
STRIVER/EXPERIENCER Striver Trendy and fun loving Motivated by achievement Concerned about the opinions of others Favor stylish products Active consumers Shopping is considered a social activity and an opportunity to demonstrate their ability to buy Impulsive consumers
Experiencer Young, enthusiastic, impulsive consumers Motivated by self-expression Enthusiastic about new opportunities See variety and excitement Savor the new, the off-beat, and the risky Purchases reflect the emphasis placed on looking good 13
Targeting Fashion Bloggers The number of fashion bloggers in 10,577 the United States The percent of Generation Y women who said they 28 rely on blogs to influence their buying decision
Bloggers today are changing the way consumers look at brands and have a strong influence on how brands interact with their consumers. They are essential voices to the market of buying and selling, in that they reach thousands of readers per day through posts and social media. They are styling major clothing campaigns, being featured in magazine editorials, sitting front row at NYFW, and being photographed by some of the world’s most noted photographers. Bloggers have an unparalleled connection and relationship with the consumer. They have a strong impact on the industry, the advertising, and of course, the readers. 14
Trickle Down Effect: Marketing to the Masses
According to Wiley-Blackwell of the Midwest Sociological Society, the trickle-down theory involves the flow of new ideas, trends, and products. This generally involves an elite group (trend-setters) inspiring another group through innovative clothing, jewelry, or accessory choices. Blackwell states that these trendsetters can be identified through key characteristics: values, conceptual skill, security, social status, opinion leadership, and cosmopoliteness. Bloggers have transitioned into the role of trendsetter, because their opinion influences the many unique visitors who visit their sites daily. SFK has chosen to target this area of the fashion industry because bloggers will help to spread awareness about the brand.
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Location & Store Design
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Independent Fashion Bloggers Conference
Largest Fashion Blogger Conference Worldwide
500 bloggers in attendance 10,000+ home viewers
Over
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The Independent Fashion Bloggers Conference is created by bloggers, for bloggers. The conference has been held for the past seven years and is a two-day event. Bloggers come from across the country to speak about their blogs and learn tips from other bloggers while networking. Some of the highest ranked bloggers are asked to speak at this conference, and are encouraged to share their wisdom with fellow bloggers. Amongst the bloggers are Emily Schuman of Cupcakes and Cashmere, Leandra Medine of Man Repeller, and Jenni Radosevich of I Spy DIY. At this conference, our customers can handle the straps and test them out with their own cameras, making them exposed to SFK in a way they haven’t been before. IFB is a direct and unique advertisement and promotion for SFK Camera Straps. 19
The IFBCon is being held at 82 Mercer in Soho, New York. The venue is a premier place to hold conferences and events. Containing 50,000 square feet of event space, 82 Mercer is done in 19th century details and a beautiful open space for any event. Upwards to 500 people can fit on each of the two floors of the building, making it versatile and accommodating for any conference or event. SFK will have our pop-up shop in a 25 x 30 foot booth located in the entrance of the conference room. Utilizing the kitchen and eating area, the venue also encourages socializing and networking, which is ideal for our customer and promotional aspirations.
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The interior of the event venue
The layout of the IFB Conference The SFK Pop-Up Shop will be located in the Sponsor Area, near the entrance to the Seminar Room
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Pop-Up Shop Inspiration
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Basic and Chain Straps
Pop-Up Shop Layout
ase C y s
pla Dis
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Cashier Des
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Mirror
lay
Mirror
Rubberneck Straps and iPhone Wristlets
iPhone Wristlets
sk and Infortmation
Dis p s
Ca se
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Product Offering
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The Products $60.00
$80.00
The Wristlet:
Color Choices
Carry your iPhone in high-style. Each 12” long wristlet comes with a case or it can be attached to your own favorite case. $55.00
The Super Deluxe: Super Deluxes are perfect for larger size cameras such as DSLRs & heavier film cameras. They are made with 38” of heavy duty chain woven with a 46” double leather cord + a 12” leather neck cover.
The Classic: Classics are best suited for light weight cameras such as a small digital, point & shoot film cameras, or disposable cameras. They are made with 36” of chain woven with a 44” single leather cord. 30
Color Choices The Rubber Wristlet: The iPhone straps are 12� long and come with a plain black case. $45.00
$45.00
$45.00
The Rubber Neck: This collection is best for light-weight cameras. They are each made with 40� of soft but durable rubber.
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Promotional Plan
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Promotional Plan Chosen camera straps will be sent to the five selected fashion bloggers: Bryan Boy, Cupcakes and Cashmere, Fashion Toast, Man Repeller, and Street Peeper. This collaboration will lead to photoshoots of the bloggers wearing the straps, followed with blog posts. They will provide free exposure of the brand, and also help to spread the word of SFK at IFBCon. The photographs will also be featured on the SFK blog, and will eventually be integrated into an advertising campaign.
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Blog Post
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Advertisement
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Utilizing Social Media
Twitter allows SFK Camera Straps followers to stay in touch while staying in the know with fellow bloggers. We can give updates to IFBCon and also find out what our audience is doing as well. Knowing your customer is not just a one time deal, it must be constantly kept up on and followed, and Twitter allows SFK to do just that.
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SFK Camera Straps utilized social media in the form of Facebook to bring together fans and bloggers alike. This allows for status updates about our pop-up shop as well as more interaction between an already vocal group of fans. Social media is a must for any business and the most important part is staying connected and getting the word out.
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Works Cited Boyce, Amanda. “2012 IFB Con Wrap-up.” IFB. N.p., 13 Feb. 2012. Web. 9 Oct. 2012. <heartifb.com>. Hackmann, Gisela. “Fashion Blogger Conferences Set to Launch New York Fashion Week.” Nubry. N.p., 20 Aug. 2012. Web. 9 Oct. 2012. <nubry.com>. Holly L. Schrank, Correlates of Fashion Leadership: Im plications for Fashion Process Theory,The Sociologi cal Quarterly , Vol. 14, No. 4 (Autumn, 1973), pp. 534-543 Laliberte, Kristen. “A Teen Vogue Editor Snazzes Up Your Camera.” Refinery 29. N.p., n.d. Web. 22 Sept. 2012. <refinery29.com>. “One to Watch.” NBC New York. NBC, n.d. Web. 22 Sept. 2012. <nbcnewyork.com>. “Sarah Frances Kuhn.” Sarah Frances Kuhn. N.p., n.d. Web. 12 Nov. 2012. <http://sarahfranceskuhn. com/>. Uhlig, Alexandria. “Be Stylish Behind the Lens with SFK by Sarah Frances Kuhn Camera Straps.” Teen Vogue. Conde Nast, n.d. Web. 22 Sept. 2012. <teenvogue. com>. “U.S. Camera Accessories Market To Hit $1Billion.” Deal er Scope. North American Publishing Company, 22 Sept. 2012. Web. <dealerscope.com>.
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Acknowledgements
Sarah Frances Kuhn Alice Burnett Jackie Tirbaso Jen Bonaccolta Karissa Johnson
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