Catalyst

CATALYST noun \’ka-tE-lEst\ 1: a substance that quickly causes change or action Sarah Jimenez Zita Freidenfelde Alison WilD

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INTRODUCTION COMPANY PROFILE TARGET MARKET PRODUCT LINE

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MARKET/INDUSTRY

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PRODUCT DEVELOPMENT

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ACCESSORY MARKET FOOTWEAR MARKET TECHNOLOGY MARKET DISTRUBUTION CHANNELS COMPETITORS CUSTOMER

INSPIRATION CONCEPT PRODUCT LINE LIST MATERIALS ENVIRONMENTAL IMPACT

SOURCING SUPPLIERS COST SHEETS

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CONSUMER ENGAGEMENT

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BRANDING

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CONCLUSION

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WORKS CITED

THE APP

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company profile

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HREE COLLEGE CLASSMATES, SARAH, ZITA AND ALISON,

FOUNDED CATALYST IN SANTA MONICA, CALIFORNIA IN 2012.

THEY ALL ATTENDED THE SAVANNAH COLLEGE OF ART AND DESIGN WHERE THEY WERE PARTICULARLY INTERESTED IN LATEST INNOVATION METHODS IN FASHION SUSTAINABILITY. THE IDEA FOR THE COMPANY STARTED BACK IN 2010 WHEN THEY WORKED TOGETHER ON A CLASS PROJECT THAT INVOLVED THESE FASHION INNOVATION AND SUSTAINABILITY TECHNIQUES. OVER THE COURSE OF TWO YEARS THIS IDEA HAS GROWN TOWARDS REALITY AFTER THEY VISITED THE FUTUROTEXTILES EXHIBITION AND LEARNED THAT ANYTHING WAS ACHIEVABLE THROUGH TECHNOLOGY. THEY GRADUATED COLLEGE IN THE SPRING OF 2012 AND MOVED TO SANTA MONICA WHERE THEY CREATED “CATALYST”.

WITH TECHNOLOGY TRENDS RAPIDLY ENTERING FASHION MARKETS, THEY SAW AN OPPORTUNITY TO COMBINE WEARABLE TECH WITH HIGH-END DESIGN AND SUSTAINABILITY.

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company profile

THE MiSsiON CATALYST WAS CREATED TO PROVIDE SUSTAINABLE, FASHION FORWARD, AND HI-TECH FASHION ITEMS THAT WILL SET OUR CUSTOMERS APART

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FROM OTHERS.

THE ViSiON OUR VISION IS TO PROVIDE A FASHION FORWARD AND SUSTAINABLE PRODUCT THAT OUR CUSTOMER CAN KEEP FOR YEARS AND BE GUARANTEED TO NEVER GO OUT OF STYLE.

THE VALUES INTEGRITY COMMUNICATION TEAMWORK ENVIRONMENT ADVENTURE PRESERVERANCE CONSENSUS AESTHETIC CREATIVITY

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Social Responsibility

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ATALYST IS A TRUE BELIEVER IN ENVIRONMENTALISM

AND FINDING WAYS TO GIVE BACK TO SOCIETY AND THE PLANET. THEY STRIVE TO BE AN ORGANIZATION THAT NEVER STOPS DEVELOPING AND IMPROVING BOTH THEIR PRODUCTS AND THEIR COMPANY. IN WORKING TOWARDS BECOMING A MORE SUSTAINABLE BRAND, CATALYST ALSO LOOKS FOR WAYS TO CONTRIBUTE TO ONGOING SUSTAINABLE DEVELOPMENT FOR THE ENVIRONMENT. DRIVEN BY THESE GOALS CATALYST BECAME A MEMBER OF THE GLOBAL REPORTING INITIATIVE BACK IN 2012. IN THE EFFORTS TO BECOME THE MORE SUSTAINABLE COMPANY THAT THEY HOPE TO BE, CATALYST HAS TAKEN ACTION THROUGH THE FOLLOWING INITIATIVES:

Catalyst Recycling initiative Catalyst renewable energy initiative catalyst education center

Social Responsibility

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Social Responsibility

Catalyst Recycling initiative AT CATALYST, WE BELIEVE THAT BUYING A SUSTAINABLE

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PRODUCT ISN’T ENOUGH TO BE FULLY SOCIALLY RESPONSIBLE. NOT ONLY SHOULD WE SELL SUCH PRODUCTS, BUT WE SHOULD ALSO LEARN HOW TO PROPERLY DISPOSE OF THEM WHEN THEY ARE NO LONGER NEEDED. FOR THAT REASON, WE WILL ESTABLISH AN ELECTRONICS RECYCLING PROGRAM WITHIN OUR COMPANY THAT GIVES CONSUMERS THE OPPORTUNITY TO PROPERLY RECYCLE NOT ONLY OUR PRODUCTS, BUT ANY UNWANTED ELECTRONICS, FROM DATED CELL PHONES AND IPODS TO EVEN COMPUTERS AND LAPTOPS. ALL ITEMS DONATED WILL BE PROPERLY BROKEN DOWN THROUGH A PROCESS KNOWN AS “DEMANUFACTURING” AND THE PARTS WILL BE EITHER USED IN OUR OWN PRODUCTS OR GIVEN TO MARKETS AND ORGANIZATIONS THAT COULD FIND USE FOR THEM. ANYTHING LEFT OVER WILL GO THROUGH A SHREDDING PROCESS THAT ALLOWS RECYCLERS TO RECOVER THE MAXIMUM VALUE FROM THE RECYCLABLE METALS IN USED ELECTRONICS.

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Social Responsibility

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Social Responsibility

Catalyst renewable energy initiative

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ANOTHER WAY CATALYST WILL MINIMIZE THE IMPACT THEY MAKE UPON THE ENVIRONMENT WILL BE THE IMPLEMENTATION OF A VARIETY OF RENEWABLE ENERGY SOURCES TO POWER OUR FACILITIES. WITH AN INVESTMENT IN SOLAR PANELS AND WIND POWER GENERATORS, WE CAN SIGNIFICANTLY MINIMIZE OUR ENERGY USE AND WASTE OUTPUT.

catalyst education center IN THE EFFORTS TO IMPROVE NOT ONLY THE ENVIRONMENT BUT OUR COMMUNITY AS WELL, WE WILL ESTABLISH AN EDUCATION CENTER WHERE WE PROVIDE LESSONS IN TECHNOLOGY AND SCIENCE TO YOUNG STUDENTS AT NO COST. OUR HOPES ARE THAT THESE CHILDREN WILL BE BETTER EQUIPPED FOR THE TECHNOLOGIC FUTURE THAT LIES AHEAD OF THEM WHILE LEARNING THAT ANYTHING CAN BE ACHIEVED THROUGH INNOVATIONS IN SCIENCE AND TECHNOLOGY.

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Social Responsibility

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Merchandise

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OR OUR CAPSULE COLLECTION, WE WILL

FEATURE UNIQUE STYLES OF SHOES, BAGS, AND EYEWEAR THAT ARE BOTH TIMELESS IN STYLE AND INNOVATIVE IN MATERIALS AND TECHNOLOGY.

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THROUGH SUCH A COMBINATION, ALONG WITH THEIR COLOR AND PATTERN-CHANGING CAPABILITIES, OUR PRODUCTS WILL PROVE TO LAST UP TO TEN YEARS, NEVER GOING OUT OF STYLE. OUR COLLECTIONS WILL OFFER A WIDE RANGE OF PRODUCT CATEGORIES, ENCOMPASSING ALL POTENTIAL PERSONAL PREFERENCES IN STYLES, DETAILING, AND FUNCTION. IN ADDITION, WHERE OUR TECHNOLOGY IS NOT INVOLVED ON THE PRODUCT, WE WILL PROVIDED BOTH BLACK AND WHITE OPTIONS FOR THE SHOES AND BAGS TO PROVIDE EVEN MORE OF A CUSTOMIZABLE EXPERIENCE FOR THE CUSTOMER. FINALLY, EACH ITEM WILL FEATURE A SINGLE DIGITAL SCREEN ASPECT CAPABLE OF RENDERING THE MAJORITY OF THE PRODUCT IN ENDLESS COLORS AND PATTERNS.

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ARSENIC RETAIL PRICE: $700

SELENIUM RETAIL PRICE: $750

FOOTWEAR

ZINC RETAIL PRICE: $800

GERMANIUM RETAIL PRICE: $650

Merchandise

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Merchandise

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PLATINUM RETAIL PRICE: $1100

IRIDIUM RETAIL PRICE: $800

RADON RETAIL PRICE: $925

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BAGS

OPTICAL MERCURY RETAIL PRICE: $330

BERYLLIUM RETAIL PRICE: $375

MANGANESE RETAIL PRICE: $375

Merchandise

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target market

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ATALYST’S TARGET CUSTOMER IS BETWEEN THE AGES OF

25 TO 45 YEARS OLD. SHE REPRESENTS GENERATIONS X AND Y WITH AN AVERAGE HOUSEHOLD INCOME OF $95,000. HER OCCUPATION VARIES FROM BUSINESS OWNER TO DESIGNER, OR MAGAZINE EDITOR TO AN ART COLLECTOR. SHE HAS RRECEIVED HER BACHELOR’S DEGREE AND POSSIBLY HER MASTERS DEGREE AND IS CURRENTLY PURSUING HER CAREERS GOALS. SHE HIGHLY VALUES UNIQUE AND INNOVATIVE ITEMS THAT SET HER APART FROM OTHERS. SHE IS A MIX OF AN INNOVATOR AND EXPERIENCER, TAKING RISKS AND SETTING TRENDS WHILE ALSO SPENDING A LARGE AMOUNT OF MONEY ON ENTERTAINMENT AND SOCIALIZING. SHE IS MOTIVATED BY SELF-EXPRESSION AND LIKES TO TAKE-CHARGE IN EVERYDAY SITUATIONS. SHE ENJOYS SPENDING HER TIME BY TRAVELING THE WORLD, ATTENDING EXCLUSIVE GALLERY EXPOSITIONS, AND TAKING PART IN EXOTIC AND CHARITY TRIPS. ON TOP OF ALL THAT, SHE REMAINS ECOCONSCIOUS AND SOCIALLY AWARE, FIRMLY BELIEVING IN RECYCLING AND GIVING BACK TO COMMUNITY.

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target market

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UR PRODUCT FITS INTO HER LIFESTYLE THROUGH BOTH

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SUSTAINABILITY ASPECTS AND LUXURY FASHION PURPOSES.

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SHE CAN OWN A VERY EXCLUSIVE PRODUCT THAT IS FOREVER CHANGING AND LASTS YEARS, WHILE ALSO HAVING THE ABILITY TO BE RECYCLED BACK INTO THE ENVIRONMENT WITH HIGH EFFICIENCY. SHE CAN USE THE PRODUCT ON A DAILY BASIS WITHOUT EVER BECOMING BORED OR TIRED OF THE SAME VISUAL DESIGN. BY OWNING CATALYST PRODUCTS, SHE WILL BUY FEWER PRODUCTS WHILE SIMULTANEOUSLY BEING ECOFRIENDLY, WHICH IS ALSO THE MOST APPEALING FACTOR TO HER. THE CATALYST BRAND CAN SERVICE CUSTOMERS LIKE HER THROUGH ACCESSORIES THAT HAVE AN UNLIMITED LEVEL OF USAGE AND WILL COMFORTABLY FIT INTO THEIR LIVES THROUGH SUSTAINABILITY AND INNOVATION.

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MARKET/ INDUSTRY

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accessories THE ACCESSORIES MARKET TOOK A HIT IN 2012 WHEN CONSUMERS BOUGHT SIGNIFICANTLY LESS THAN USUAL. HOWEVER, THIS COMPETITIVE INDUSTRY IS PROVIDING PROMISING STATISTICS TO COME IN THE NEXT YEAR. THE LATEST INSIGHTS AND OPPORTUNITIES SHOW SURPRISING RESILIENCE FROM AMERICAN CONSUMERS AFTER THE SLOW RECOVERY FROM THE ECONOMIC DOWNFALL. RETAIL SALES HAVE IMPROVED DESPITE THE NATION’S DECLINE, PRESENTING STRONG NUMBERS IN ACCESSORIES DUE TO THE INDUSTRY’S VERSATILITY AND LOW INVESTMENT. WOMEN HAVE SHOWN THE NEED TO BUY FASHION PURCHASES DESPITE THE ECONOMIC DOWNTURN, AND REPLENISH THEIR WARDROBES WITH LOW-PRICED AND VERSATILE ACCESSORY ITEMS. ACCESSORIES ARE EASY TO MIX AND MATCH, REPEAT WITH VARIOUS OUTFITS, AND ARE NOT A HUGE INVESTMENT. “EVEN THOUGH THE ECONOMY IS STILL SLUGGISH AND PAYCHECKS ARE LESS IN THE NEW YEAR WITH THE 2% INCREASE IN SOCIAL SECURITY TAXES, WOMEN WILL STILL OPT TO UPDATE THEIR WARDROBES,” SAYS MARSHAL COHEN, CHIEF INDUSTRY ANALYST AT THE NPD GROUP, INC. ALTHOUGH THE MARKET HAS TAKEN A SEVERE TURN, RETAILERS AND MANUFACTURERS STILL NEED TO STAY AT THE TOP OF THEIR GAME IN THE COMPETITIVE RETAIL ENVIRONMENT, ESPECIALLY SINCE THE RECENT RECESSION PROVED THAT WOMEN WOULD STILL WANT TO SHOP NO MATTER WHAT THE STATE OF THEIR ECONOMY IS IN.

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ACCESSORIES SHOPPING INCREASED BY 4% FROM 2011 TO 2012, AND

HAS RISEN ANOTHER 5% THIS YEAR FROM 2012. THE AVERAGE UNIT PRICE IS $16, WITH COSTUME JEWELRY THRIVING WITH A 3% INCREASE IN SALES AND 4% IN UNITS. HANDBAGS SHOWED A 6% INCREASE IN SALES, ESPECIALLY WITHIN THE 34 AND UNDER AGE DEMOGRAPHIC. WATCHES GREW BY 18%, WHICH MAKES IT THE LARGEST INCREASE IN ANY ACCESSORY CATEGORY IN 2012. SMALL

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LEATHER GOODS OUTPERFORMED THE REST BY RISING 15% IN SALES AND UNITS INCREASED BY 11%. HANDBAGS BOUNCED BACK IN 2012, ESPECIALLY IN SMALLER SILHOUETTES, BECAUSE OF THEIR AFFORDABILITY MIXED WITH LUXURY. SMALL LEATHER GOODS PROVED TO BE A SMART INVESTMENT FOR SHOPPERS, ALLOWING THEM NOT TO FEEL GUILTY ABOUT PURCHASING LEATHER GOODS IN A STRUGGLING ECONOMY. HANDBAGS ARE ESTIMATED TO GROW .5% FROM LAST YEAR’S $9 BILLION, WITH 75% OF HANDBAGS BEING SELF-PURCHASED AND 61% BEING PLANNED, NOT BY IMPULSE. IN ADDITION, ONLINE HANDBAG SALES NOW AMOUNT TO 18% OF TOTAL PURCHASES. LAST YEAR, WOMEN STATED THAT THE REASONS THEY BOUGHT BAGS WERE FIRST FOR STYLING, SECOND FOR PRICE, AND THIRD BASED ON BRAND. SHAPE AND STRUCTURE BECAME MORE MINIMAL THIS YEAR, WITH SIMPLER STYLES AND LESS HARDWARE OR “BLING”. SLEEKER LOOKS HAVE BECOME THE POPULAR PURCHASE, USUALLY MADE WITH SMOOTH LEATHER OR INTERESTING TEXTURES OR WOVENS. PRACTICALITY AND VERSATILITY HAVE BECOME VERY STRONG FACTORS FOR PURCHASING, SUCH AS THE ABILITY TO HOLD A LAPTOP OR A TABLET FOR WORKPLACE PURPOSES. CLUTCHES BECAME LARGER THIS YEAR AS MORE DAY-TO-EVENING ITEM, WITH THE OVERSIZED ENVELOPE CLUTCH BEING A KEY PLAYER. QUILTING, WOVENS, AND FAUX LEATHER STYLES ARE BECOMING TONED DOWN AND CLASSIC AND PRINTED PYTHON WAS RECENTLY A BIG TREND IN BOTH NEUTRALS AND COLORS.

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SUNGLASSES DID NOT BENEFIT AS MUCH AS HANDBAGS IN 2012; THEIR

SALES FELL BY 12% AND UNIT SALES BY 2%. FROM 2011 TO 2012, READING GLASSES SALES ROSE 5.1% WITH AN AVERAGE RETAIL PRICE OF $16.76. AN AVERAGE SUNGLASS UNIT COSTS $18 AND IS THE HIGHEST SELF-PURCHASED CATEGORY IN ACCESSORIES. CONSUMERS MOSTLY BOUGHT SUNGLASSES FOR TRENDY PURPOSES WITH A FASHION ELEMENT INCLUDED. HALF OF ALL OPTICAL SALES AMOUNTED TO FASHION-FORWARD SUNGLASSES. CONSUMERS’ REASONS FOR BUYING SUNGLASSES CONSIST OF STYLING, PRICE, AND BRAND. SUNWEAR IS STILL SHOWN AS A YEAR-ROUND ITEM, REMAINING AS THE ENTRY PRODUCT INTO DESIGNER BRANDS. THIS SHOWS THAT CONSUMERS ARE STILL ATTRACTED TO LABELS SO LONG AS THEY ARE NOT FLASHY AND REMAIN UNDERSTATED. THE MOST POPULAR SHAPES FOR SUNGLASSES IN 2012 WERE RETRO AND CAT-EYE, BOTH OVERSIZED. GRADIENT LENSES HAD STRONG SALES NUMBERS, CREATING A SOFTER LOOK THAT IS NOT AS HARSH AS DARK SOLID LENSES. PLASTIC WAYFARER GLASSES WERE BESTSELLERS, WHICH HAS ALSO BECOME A KEY FASHION ITEM IN THE ENTIRE OPTICAL INDUSTRY. THE AVIATOR STYLE STAYED STRONG AND MIXED METALS BECAME A POPULAR COMBINATION. THIS YEAR ALSO SAW A RISE IN LENS VARIATION, SUCH AS POLARIZATION AND SPORT TECHNOLOGIES. COLORS ARE ALSO A HUGE TREND THIS YEAR, WITH POPULAR COLORS INCLUDING PINKS, GREENS, YELLOWS, AND SHADES OF BLUE. DIFFERING OPACITIES INCREASED THIS YEAR ALONG WITH TRANSLUCENT AND CONTRASTING TONES IN LENSES AND FRAMES.

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On average every American bought more than 7 pairs of shoes in 2011 --

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SHOE STATS 2012

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THE VALUE OF SHOE CONSUMPTION IN AMERICA GREW BY 4.8% FROM

2010-2011 TO A RECORD OF 66.1 BILLION DOLLARS. THE U.S FOOTWEAR INDUSTRY MARKET TRENDS FROM LAST YEAR DECREASED SLIGHTLY AFTER THE MASSIVE GAIN IN THE PREVIOUS YEAR. CONSUMPTION DROPPED BY 3.8% FROM 2011-2012 ALTHOUGH NOT DROPPING LOW ENOUGH TO THE RECESSION LEVEL YEARS IN 2008 AND 2009. MEN’S WORK SHOES ROSE IN 2011 AND THE

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UTILIZATION OF PLASTIC AND PROTECTIVE FOOTWEAR EXPERIENCE A SEVERE DECLINE AT A 22.6% DECREASE. RUBBER FOOTWEAR AND SHOES MADE FROM FABRIC EXPERIENCED SIMILAR DECLINES AT 9.9% AS WELL AS ATHLETIC AT 8.9%, KIDS FOOTWEAR AT 6.5%, SLIPPER AT 3.2%, AND WOMEN’S FOOTWEAR AT 2.1%.

EVEN IF THE VOLUME OF CONSUMPTION LOWERED IN 2011, THE VALUE GREW AS MEASURED BY THE PERSONAL CONSUMPTION EXPENDITURES. THIS INCREASE WAS DUE TO PRESSURE OF RISING COSTS IN THE SUPPLY CHAIN ENDING IN HIGHER RETAIL PRICES. CONSUMERS HAD TO START BUYING MORE EXPENSIVE SHOES AFTER THE RECESSION AND BOUGHT LESSER UNITS. AN AVERAGE OF $212 PER SEVEN PAIRS OF SHOES WERE BOUGHT IN 2011 FOR EVERY SINGLE PERSON LIVING IN THE UNITED STATES AT 311,591,917 PEOPLE.

98.6% OF U.S. FOOTWEAR IS IMPORTED, AND 1.4% IS MANUFACTURED

DOMESTICALLY. AFTER DECADES OF DOWNFALL, SHOE MANUFACTURERS IN THE U.S MADE A COMEBACK WITH A 7.9% INCREASE. PENETRATION OF THE U.S FOOTWEAR MARKET FELL TO 98.6% FOR THE FIRST TIME IN HISTORY. CHINA IS STILL THE DOMINANT SUPPLIER OF FOOTWEAR TO THE U.S. MARKET, MANUFACTURING MORE THAN 8 OUT OF 10 SHOES SOLD IN AMERICA AS OF 2011. PENETRATION CAME BACK TO JUST NEAR 100% IN 2011 AFTER U.S. MANUFACTURER KEPT SUPPLYING A SMALL NUMBER OF RUBBER AND FABRIC FOOTWEAR. RETAIL PRICES IN THE INDUSTRY CONTINUED TO RISE IN 2011 INCREASING BY 0.4% FROM 2010. OVERALL RETAIL PRICES HAVE INCREASED BY

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2.2% IN THE PAST DECADE. THE PAST FOUR YEARS HAVE SEEN A CONTINUED RISE IN PRICES. MATERIALS, TRANSPORTATION, AND LABOR COSTS HAVE RISEN AND HAVE POSED A GREAT AMOUNT OF PRESSURE TO ALLOW THE INCREASE OF RETAIL PRICING. BOUTIQUES AND DEPARTMENT STORES’ (NOT INCLUDING DISCOUNTERS) FOOTWEAR SALES ENCOUNTERED A SLIGHT INCREASE IN 2011 FROM SHOPPERS SLOWLY REGAINING THEIR SPENDING ALLOWANCE AFTER THE ECONOMIC RECESSION.

FOOTWEAR IMPORTS IN THE U.S. FELL 4% IN 2011 AT 2.15 BILLION PAIRS.

IMPORTS FROM CHINA DECLINED, WHICH IS THEIR BIGGEST SUPPLIER, AND THE OVERALL FOOTWEAR IMPORTS TOOK A DOWNFALL. IN 2011 CHINA SUPPLIED 86.2% OF FOOTWEAR IMPORTS. IN OPPOSITION, THEIR SECOND LARGEST SUPPLIER IS VIETNAM THAT INCREASED BY 21.8%. THEY SUPPLIED 6.6% OF IMPORTS TO THE U.S. IN 2011. THE THIRD LARGEST SUPPLIER IS INDONESIA, FOURTH IS MEXICO, FIFTH ITALY, SIXTH BRAZIL, SEVENTH INDIA, AND THE DOMINICAN REPUBLIC IS RANKED AT NINTH. THE EMPLOYMENT WITHIN THE FOOTWEAR INDUSTRY IN THE STATES ROSE BY 1.9% IN 2011, EXCEEDING 1 MILLION, WHICH HAS NOT HAPPENED SINCE 2008. RETAIL DROVE EMPLOYMENT LAST YEAR GIVING JOBS TO OVER 934,500 U.S. CITIZENS, AN INCREASE OF 1.8% FROM 2010. WHOLESALE GREW BY 2% LAST YEAR ACCOUNTING FOR 55,760 JOBS, AND MANUFACTURING EMPLOYED 13,400 PEOPLE INCREASING 3.9% FROM THE PREVIOUS YEAR. THE U.S. FOOTWEAR INDUSTRY IS MADE UP OF 1.3% MANUFACTURING JOBS, 5.6% WHOLESALE, AND 93.1% TOTAL RETAIL JOBS.

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TECHNOLOGY THE WEARABLE TECHNOLOGY MARKET IS EXPECTED TO BE WORTH $8.36 BILLION BY THE YEAR 2018, SHIPPING A TOTAL OF 130 MILLION UNITS AROUND THE GLOBE. WEARABLE ELECTRONICS WILL BE THE FACE OF THE NEXT GENERATION IN THE COMPUTING TECHNOLOGY INDUSTRY. A NEW WAVE OF ELECTRONICS WILL TAKE CHARGE IN THE COMING 5 YEARS, SIMILAR TO WHAT WE HAVE SEEN IN THE PAST WITH THE SMARTPHONE REVOLUTION. THE BIGGEST BET THAT ANY ASPIRING INNOVATOR CAN MAKE TODAY IS ON THE RISE OF WEARABLE DEVICES AND PRODUCTS THAT WE WILL BE SEEING IN THE NEAR FUTURE. THIS YEAR’S NEWEST GADGETS INCLUDE FINGER SCANNERS, SMART GLASSES, ATHLETIC/SPORT FOOTWEAR, AND ADVANCED ELECTRONIC WATCHES OR WRISTBANDS. SMART TEXTILES (OR E-TEXTILES) ARE EXPECTED TO LAUNCH INTO THE COMMERCIAL WORLD IN 2016, FOLLOWING ALREADY ESTABLISHED SMART-WEAR BRANDS SUCH AS CUTECIRCUIT AND NIKE. THIS MARKET WAS WORTH OVER $2.5 BILLION LAST YEAR IN 2012 AND IS EXPECTED TO QUADRUPLE BY 2018. THE LARGEST REVENUE CAME FROM SMART WRIST-WEAR AT $850 MILLION. THE ECOSYSTEM’S VALUE WAS PLACED AT OVER $4 BILLION LAST YEAR AND PROJECTED TO BE AT $14 BILLION BY 2018. THE CURRENT PENETRATION OF WEARABLE TECHNOLOGY IS ROUGHLY 18%, AND WILL BE INCREASING EVERY YEAR BY ALMOST 6%. NORTH AMERICA IS DOMINATING THE MARKET GEOGRAPHICALLY AROUND THE GLOBE DUE TO MARKET REVENUE AND UNIT SHIPMENTS. CHINA LEADS THE FASTEST GROWING REGION,

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FOLLOWED BY GERMANY, THE UNITED KINGDOM, THE MIDDLE EAST,

AND LATIN AMERICA. THERE ARE PROMISING REGIONS THAT ARE A PART OF THIS TECHNOLOGY ECOSYSTEM WITH ESTIMATED MARKET SHARES AND RANKINGS FOR EACH PRODUCT CATEGORY. SMALL AREAS HAVE BECOME STRONGER THAN PERCEIVED, AND THE WHOLE MARKET IS WATCHING NEW PRODUCTS COME TO THE INTERNATIONAL TABLE. THE VALUE CHAIN HAS SEEN A NUMBER OF

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PARTNERSHIPS AMONG SMALL AND LARGE REGIONS ALIKE. SOME KEY PLAYERS TO WATCH OUT FOR ARE ADIDAS, NIKE, FITBIT, FIBRETRONIC, GOOGLE, JAWBONE, AND OLYMPUS.

SINCE THE INCREASED INTERESTS IN REALISTIC DATA PER TIME AND

ACTION, THERE HAS BECOME A STRONG DEMAND FOR WEARABLE TECHNOLOGY. MOST DEVICES THAT EXIST TODAY ARE BASED IN THE FITNESS AND MEDICAL FIELDS FOR HEALTH PURPOSES. GLUCOSE/FITNESS/HEART/ACTIVITY MONITORS, VITAL SIGN TRACKERS, AND TRACK USER PERFORMANCE CAN ALL BE ANALYZED AND TRANSMITTED THROUGH DATA. FITBIT, GARMIN, AND NIKE CREATE SOME OF THESE PRODUCTS, AND APPLE IS NOW SYNONYMOUS FOR INNOVATION IN TECHNOLOGY. NOWADAYS, DEVICES ARE BECOMING SMALLER, BUT THE FUNCTIONALITY OF THE PRODUCTS IS GETTING BIGGER. THIS EVOLUTIONARY PATH HAS FOLLOWED A SIMPLE TREND. STRONG COMPETITION AND QUICK INNOVATION HAVE FORCED DEVICES TO CARRY A SHORTER LIFE SPAN. THE NEXT GENERATION OF DEVICES IS PREDICTED TO BE SO SMALL THAT THEY CAN BE WORN ON THE BODY AND REMAIN JUST AS POWERFUL. IT IS ASSUMED THAT BY 2018 WEARABLE DEVICES WILL BE ATTACHED TO OUR SMARTPHONES, AND SMARTWATCHES WILL INCREASE THE GLOBAL WATCH INDUSTRY TO $60 BILLION BY THE END OF THIS YEAR. WEARABLE TECHNOLOGY IS BOUGHT TO REPLACE TRADITIONAL ITEMS WITH HI-TECH LONG LASTING PRODUCTS. THE NEW PRODUCTS HAVE MASSIVE POTENTIAL TO ATTRACT A LARGE CONSUMER GROUP

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IF THEY SERVE AS A FASHIONABLE UPGRADE TO THEIR PREVIOUS CLASSIC ITEMS. THE TECHNOLOGY INDUSTRY IS CONTINUING TO SEARCH FOR WAYS TO CREATE GADGETS THAT MOVE FROM OUR HANDS TO OUR BODIES FOR LESS HASSLE AND MORE CONVENIENCE. THE BIGGEST COMPETITORS THAT WILL CHANGE THE GAME OF FASHION AND WEARABLE DEVICES ARE NANOBIOTECHNOLOGY COMPANIES THAT ARE DISCOVERING WAYS TO EMBED DEVICES INTO THE HUMAN ANATOMY. WHILE THIS TECHNOLOGY ALREADY EXISTS IN THE MEDICAL FIELD THROUGH DEVICES LIKE PACEMAKERS AND THE NEW WHEELCHAIR TRANSFER COMMANDS, INNOVATORS ARE STRIVING TO CREATE THIS TECHNOLOGY FOR OTHER INDUSTRIES THAT MAY BENEFIT FROM SUCH INVENTIONS.

AS SENSORS AND BATTERY LIFE CONTINUE TO IMPROVE, ALL APPS AND

DEVICE SERVICES ALREADY OFFERED FOR SMARTPHONES WILL BE TRANSFERRED TO USE ON WEARABLE DEVICES SUCH AS THE ANXIOUSLY AWAITED APPLE IWATCH. THERE ARE 250 MILLION USERS RUNNING MOBILE OPERATING SYSTEMS THAT ARE PREDICTED TO BUY WEARABLE TECHNOLOGY, OR AT LEAST 15% OF THEM. NIKE’S VICE PRESIDENT OF DIGITAL SPORT STEFAN OLANDER STATED IN THE BUSINESS OF FASHION THAT THEY SEE “A WORLD WHERE EVERY PRODUCT WE CREATE IS A SMART PRODUCT.” CLEARLY NIKE IS ON BOARD AS ONE OF THE TOP GLOBAL MARKET LEADERS FOR THIS INDUSTRY ALONG WITH APPLE AND GOOGLE. IT HAS BEEN DISCOVERED THAT TECHNOLOGY CAN BE EMBEDDED INTO FIBERS AND VARIOUS TYPES OF SENSORS CAN BE EMBEDDED INTO APPAREL. THE NIKE VP BELIEVES THAT NEW DIGITAL SERVICES SHOULD FUNDAMENTALLY EVOLVE THE BRAND AND CUSTOMER RELATIONSHIP. INDUSTRIES LIKE NAVIGATION, SOCIAL MEDIA, COMMERCE, AND GAMES WILL PROVE TO CARRY THE INDUSTRY FORWARD INTO FURTHER EVOLVEMENT AND DEEPER INNOVATION STRATEGIES. NIKE’S STRATEGY IS TO BEGIN A CUSTOMER’S RELATIONSHIP WITH THE PRODUCT

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MARKET/ INDUSTRY FROM THE MOMENT OF PURCHASE, AS OPPOSED TO IN THE PAST WHEN THAT RELATIONSHIP WOULD COME TO AN END AT POINT OF PURCHASE. IF CONSUMERS BUY PRODUCTS THAT MEAN SOMETHING TO THEM ON A PERSONAL LEVEL, THEY WILL ALWAYS COME BACK BECAUSE OF THAT RARE VALUE AND CONNECTION. THIS STRATEGY OFFERS NEW OPPORTUNITIES TO CONNECT WITH CONSUMERS ON A NEW PLATFORM AND DEVELOP A LASTING AND MEANINGFUL RELATIONSHIP.

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MORE OPPORTUNITIES THAT LIE AHEAD ARE IN APPLICATION DEVELOPMENT

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AND ITS STARTUP IN WEARABLES. WHEN RESEARCHERS FROM THE UNIVERSITY OF EXETER IN THE UK DEVELOPED THEIR INVENTION OF A HIGHLY FLEXIBLE AND LIGHTWEIGHT TECHNOLOGY SCREEN LAST YEAR, THEY QUICKLY ROSE AS AN EQUAL COMPETITOR IN THE MARKET, OFFERING SUCH A REVOLUTIONARY PRODUCT. ESTABLISHED FASHION BRANDS HAVE YET TO COMPLETELY GRASP TECHNOLOGY AND THEIR OFFERINGS, WITH FEW COLLABORATIONS AND PARTNERSHIPS. THIS MAY BE BECAUSE OF DEVELOPING TIME AND THE EXTENSIVE RESEARCH AND DEVELOPMENT THAT WILL BE INVOLVED IN SUCH A PROCESS. FOR INSTANCE, APPLE HAS SUGGESTED THROUGH THEIR ADVERTISING THAT IPOD NANOS SHOULD BE WORN ON THE WRIST; A NOD TO FUTURE WEARABLES AND A LINK TO THE FASHION INDUSTRY. THE QUESTION POSED IS HOW THESE TWO MARKETS CAN AMICABLY MESH TOGETHER FOR POTENTIAL OPPORTUNITIES AND FUTURE INNOVATION.

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DISTRIBUTION CHANNELS

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ATALYST’S CHANNELS OF DISTRIBUTION WILL MOVE FROM SOURCING TO

MANUFACTURING, THEN STRAIGHT TO RETAIL. FOR OUR SUNGLASSES, OUR FRAMES AND LENSES WILL BE SOURCED FROM ITALY AND BE ASSEMBLED IN OUR FACILITY IN SANTA MONICA, CALIFORNIA. FOR OUR FOOTWEAR THE SOLES AND HEELS WILL BE SOURCED FROM CHINA, AND WE WILL ASSEMBLE THE ENTIRE UNITS AT OUR FACILITY. FOR OUR HANDBAGS, THE BODIES WILL BE SOURCED FROM CHINA AS WELL. ONCE WE HAVE ALL OF OUR COMPONENTS AT OUR SITE WE WILL WRAP EACH PRODUCT WITH A FLEXIBLE TECHNOLOGY SCREEN THAT IS WIRED WITH A SMALL BATTERY AND STAMP THEM WITH OUR BRAND LABELS TO BE DISTRIBUTED OUT AS PER ORDER. OUR TECHNOLOGY SCREENS WILL BE SOURCED FROM THE UK. WE WILL BEGIN TO PROMOTE OUR PRODUCT LINE THROUGH EXCLUSIVE TRADE SHOWS, THEN MOVE TOWARDS SELLING ONLINE ONLY THROUGH A DIRECT CHANNEL, AND FINALLY DISTRIBUTE TO DESIGNERS TO PROMOTE OUR BRAND EVEN FURTHER. THE FIRST PHASE OF OUR DISTRIBUTION AND PROMOTION PROCESS IS TO ADVERTISE OUR NEW INNOVATIVE BRAND IN TRADE SHOWS SUCH AS FUTUROTEXTILES IN PARIS, MAGIC IN LAS VEGAS, PREMIEREVISION IN MOSCOW, AND ENK INTERNATIONAL VEGAS, PREMIEREVISION IN MOSCOW, AND ENK INTERNATIONAL ACCESSORIE CIRCUIT LOCATED IN NEW YORK. THESE EXHIBITIONS DURING MARKET WEEK OFFER OUR COMPANY ENDLESS OPPORTUNITIES TO BREAK INTO

DISTRIBUTION CHANNELS

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DISTRIBUTION CHANNELS THE INDUSTRY BY BEING EXPOSED TO AN INSURMOUNTABLE NUMBER OF BUYERS AND DESIGNERS. THE PRODUCTS WILL BE PRESENTED AT THE SHOWS BUT WILL NOT BE OFFERED FOR WHOLESALE. WE WILL STRIVE TO BE PLACED IN A SUSTAINABLE SECTION OF THE EXHIBITIONS TO MAKE IT KNOWN THAT OUR

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MAIN GOAL IS TO CREATE LESS WASTE AND FOSSIL FUELS THROUGH OUR ECOFRIENDLY SOURCING AND MANUFACTURING. ONCE OUR LINE IS ADVERTISED AND HAS ENCOUNTERED A SUFFICIENT AMOUNT OF PROMOTION, WE WILL MOVE ON TO OUR SECOND PHASE OF RETAILING THROUGH E-COMMERCE. WE WILL BEGIN OUR SALES WITH AN EXCLUSIVE LINE OF OUR HANDBAGS, EYEWEAR, AND FOOTWEAR. WE WILL OFFER THREE DIFFERENT HANDBAGS, THREE DIFFERENT SUNGLASSES, AND FOUR DIFFERENT SHOES. THE FOOTWEAR LINE WILL BE AVAILABLE IN SIZES 6 THROUGH 10 INCLUDING HALF SIZES. THE FOOTWEAR LINE WILL INCLUDE 180 OF EACH STYLE, 100 OF EACH EYEWEAR STYLE, AND 100 OF EACH STYLE IN HANDBAGS. ONCE THESE PRODUCTS HAVE BEEN SOLD OUT, WE WILL THEN CONTINUE TO OUR THIRD PHASE OF DISTRIBUTION TO DESIGNERS AND WORKING ON A PERMANENT AND MORE AFFORDABLE LINE OF PRODUCTS FOR OUR MARKET. THE SPECIFIC DESIGNERS THAT WE PLAN TO COLLABORATE WITH WILL SUPPORT OUR BRAND BY INCLUDING OUR VARIOUS CATALYST PRODUCTS IN THEIR RUNWAY SHOWS AND PROVIDE A SOURCING AND MANUFACTURING OPTION FOR THEM. LOOKING TOWARDS THE FUTURE WE WILL TRY TO BECOME SYNONYMOUS WITH WEARABLE TECHNOLOGY IN THE FASHION INDUSTRY, ALWAYS STAYING INNOVATIVE, AND CONTINUOUSLY IMPLEMENTING

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THE IMPORTANCE OF SUSTAINABILITY IN EVERYTHING THAT WE DO.

DISTRIBUTION CHANNELS

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C a t a l y s t Competitors

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A

LTHOUGH CATALYST’S PRODUCTS WILL BE THE ONLY ONE OF ITS KIND

IN THE MARKET, A NUMBER OF COMPANIES HAVE BEGUN TO IMPLEMENT WEARABLE TECHNOLOGY INTO FASHION ITEMS AND THUS COULD BE CONSIDERED COMPETITION. PRODUCTS LIKE THE GOOGLE GLASS AND NIKE FUELBAND INCORPORATE SMARTPHONE TECHNOLOGY INTO WEARABLE ACCESSORIES THAT ENHANCE DAILY LIFE AND RECREATION IN A SUSTAINABLE MANNER. RELEASED TO DEVELOPERS IN 2013, THE GOOGLE GLASS IS A WEARABLE COMPUTER AND SMARTPHONE SEEN AND EXPERIENCED THOUGH A PAIR OF GLASSES. THROUGH A VARIETY OF VOICE COMMANDS AND A TOUCHPAD LOCATED ON THE SIDE, USERS CAN TAKE PHOTOS, RECORD VIDEOS, MAKE PHONE CALLS, BROWSE THE WEB, AND JUST ABOUT ANYTHING ELSE THAT ONE COULD WISH TO DO WITH A SMARTPHONE. NIKE’S MOST RECENT ADVANCEMENT IN WEARABLE TECHNOLOGY, THE FUELBAND, INCLUDES A WRISTBAND THAT TRACKS THE USER’S ACTIVE AND FITNESS LIFE THROUGH A CUSTOM MEASURING SYSTEM KNOWN AS NIKEFUEL. EVERY ACTIVE MOVEMENT, FROM RUNNING TO SKATEBOARDING, IS TRACKED AND DISPLAYED THROUGH A SMARTPHONE APP SO USERS ARE ALWAYS AWARE OF THEIR PROGRESS. CUTECIRCUIT IS A FASHION COMPANY BASED IN LONDON THAT DESIGNS WEARABLE TECHNOLOGY GARMENTS AND INTERACTIVE FASHION. POPULAR

COMPETITORS

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Competitors INTRODUCED A NUMBER OF GROUND-BREAKING IDEAS TO THE FASHION WORLD THROUGH THE INTEGRATION OF NEW BEAUTY AND FUNCTIONALITY THROUGH THE USE OF SMART TEXTILES AND MICROELECTRONICS. NICOLE SCHERZINGER DEBUTED THE WORLD’S FIRST

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HIGH FASHION COUTURE DRESS TO FEATURE LIVE TWEETS USING A PARTICULAR HASHTAG AND KATY PERRY HAS WORN A NUMBER OF THEIR CREATIONS DURING HER STAGE SHOWS AND APPEARANCES. A FINAL TECH-INFUSED ACCESSORY IS THE SAMSUNG GALAXY GEAR, AN ANDROID-BASED DEVICE ABOUT THE SIZE OF AN OLD CALCULATOR WATCH. WITH FEATURES AND APPS LIKE A CAMERA, PEDOMETER, WEATHER, AND THE ABILITY TO MAKE AND ANSWER PHONE CALLS, THIS WATCH BASICALLY SERVES AS AN ADDED CONVENIENCE DEVICE BETWEEN THE USER AND THEIR SMARTPHONE. IN REGARDS TO THE COLOR-CHANGING FEATURE, THE ONLY PRODUCTS CURRENTLY IN EXISTENCE THAT DO SUCH A THING ARE PRIMARILY SOLAR AND UV-ACTIVATED PRODUCTS THAT CHANGE FROM ONE COLOR TO ANOTHER WHEN IN THE SUN. ONE OTHER COMPANY, LAMBANO, CREATED A SNEAKER WITH THE ABILITY TO CHANGE ITS LOGO COLOR FROM ORANGE TO RED AT THE PUSH OF A BUTTON ON THE EXTERIOR OF THE SHOE.

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COMPETITORS

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Perceptual map

TECH-APPAREL

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CUTECIRCUIT

ADOPTED BY early majority

ADOPTED BY INNOVATORS SAMSUNG GALAXY GEAR

NIKE FUELBAND

CATALYST TECH ACCESORIES

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more expensive CUTECIRCUIT

CATALYST

low accessibility

HIGH accessibility SAMSUNG GALAXY GEAR

NIKE FUELBAND

less expensive

perceptual map

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CUSTOMER

SVETLANA AGE: 35 LOCATION: MOSCOW, RUSSIA OCCUPATION: FASHION DESIGNER

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INCOME: COMBINED INCOME OF 280K (IN RUSSIAN RUBLES) MARITAL STATUS: MARRIED, NO CHILDREN EDUCATION: UNIVERSITY OF MOSCOW INTERESTS: Svetlana enjoys traveling the world, attending exclusive events and gallery expositions, and has keen interest in her pet falcon named Igor. She has an optimistic and upbeat personality, exuding confidence in every aspect of her life. She is a woman in charge and embraces her individuality. Her husband, Vladimir, respects her independent soul and her love for the arts. She is a tech-savvy designer always searching for ways to find organic fabrics and sourcing from eco-friendly manufacturers. Her weekend activities consist of shopping for home goods and new fashion items for her wardrobe, strolling through local parks, and reading classic novels at bedtime by candlelight.

PRODUCT INTERACTION: Spends an average 15% ($40,000 in sventlana’s case) of her annual income on fashion-related purchases. considering the high-quality fabrics and detailing used in the pieces she buys, she dry cleans most of her garments and washes the rest using a high efficiency washer and dryer that uses the least amount of water and energy needed, thus significantly reducing her impact on the environment. this consumer constantly washes and cleans her clothing, once a week if not more. she never disposes of any garments, considering their expensive and possibly luxurious nature, and elects to rather keep them forever in a personal collection for both nostalgia and pride purposes. if this consumer ever does wish to get rid of a garment, she would proceed to give the piece away to a close young family member or friend, with whom she knows would take great care of the garment.

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CUSTOMER

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CUSTOMER

KEiKO AGE: 28 LOCATION: TOKYO, JAPAN OCCUPATION: FINANCE

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INCOME: 125K MARITAL STATUS: SINGLE EDUCATION: GRADUATE STUDENT IN FINANCE INTERESTS: Keiko has an intense love for culture and success. She is extremely close with her parents, grandparents, and two siblings; spending a few hours each week to Skype or call them all to catch up. She is a mix of Australian and Japanese, and enjoys cooking her native foods while creating new recipes. She is tremendously intelligent, graduated as valedictorian from the University of Tokyo, and is now taking graduate classes to further her interest in education. She adopted the hobby of mixology while in her early 20s and loves to entertain her friends with weekly cocktail parties on her rooftop patio. Keiko takes part in exotic charity trips through her alumni organizations to less fortunate areas such as Ecuador and Cambodia to teach young children how to read and write.

PRODUCT INTERACTION: Particularly innovative and always on the cutting-edge, spend close to 45% of their annual income on fashion purchases each year. She must always have the newest trendy items and garments, regardless of price. These consumers wash their garments on a weekly basis in a high efficiency washer and dryer duo and take especially good care in maintaining their purchases so they can maximize the lifespans and get the most out the product experiences. When it comes to disposing of garments, Keiko and others like her resort to consignment shops, refusing to throw away something that others might take pleasure in while also earning a quick buck or two.

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CUSTOMER

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CUSTOMER

MARGEAUX AGE: 25 LOCATION: SANTA MONICA OCCUPATION: ADVERTISING/ MARKETING

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INCOME: 80K MARITAL STATUS: BOYFRIEND EDUCATION: UCLA INTERESTS: Aside from her passionate relationship with her brand new french boyfriend, Margeaux enjoys deep relaxation through yoga or pilates practice, quick meditation in the mornings, various types of herbal teas, and walking down the venice beach boardwalk to watch the sunset. She values her work ethic and how her company can improve from her own ideas and innovation. She believes that if you work hard you can play hard, and leads a rich lifestyle full of luxury and excitement. Her priorities include family, her career, and treating her environment in the best way possible. Technology is a major aspect of her everyday life, as far as her personal devices and activities on social media go. She owns all Apple products including her iPhone 5s, iPad, and Macbook Pro. Her weekend interests include learning how to surf, progressing her candle-making skills, and playing with her pet yorkie named henrietta.

PRODUCT INTERACTION: Spends around 30% of her income on garments and other fashion pieces. She cleans her clothing in the standard washers located in her apartment building, but chooses to hang-dry the majority of her clothing outside on her balcony to both save the energy normally used in dryers and prevent the unnecessary wear and tear and possible shrinkage of her garments. She does two full loads of laundry every other week and donates her fashion items to charity when they are no longer wanted or needed.

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CUSTOMER

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C a t a l y s t inspiration

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inspiration

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concept

C

ATALYST’S PRODUCTS

WILL FEATURE WEARABLE TECHNOLOGY IN THE

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FORM OF BENDABLE DIGITAL SCREENS IMPLEMENTED ON VARIOUS ACCESSORIES. CUSTOMERS CAN THEN DOWNLOAD OUR SMARTPHONE APP AND BE ABLE TO RENDER THE SCREEN IN ANY COLOR OR PATTERN OF THEIR CHOOSING, PULLING FROM EITHER A COLOR PICKER OR A DIGITAL PHOTOGRAPH.

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concept

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Product/ details

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FOOTWEAR

product/ details

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Product/ details

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BAGS product/ details

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Product/ details

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OPTICAL

product/ details

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Product/ details

FOOTWEAR SIZE Arsenic Selenium Zinc Germanium TOTAL

5 5 5 5

40

6.5 5 5 5 5

7 7 7 7

7 7 7 7 7

56

11 11 11 11

7.5 11 11 11 11

88

10 10 10 10

8 10 10 10 10

80

8.5

15 15 15 15 15 15 15 15 120

10 10 10 10

10 10 10 10 80

11 11 11 11

9.5 11 11 11 11

88

10 10 10 10

Iridium Platinum Radon TOTAL

Black 50 50 50 150

White 50 50 50 150

80

TOTAL 100 100 100 300

OPTICAL STYLE

Berrylium Manganese Mercury TOTAL

Sunglasses 50 50 50 150

Clear 50 50 50 150

10 10 10 10 10

COLOR

LENS

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9

BAGS STYLE

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STYLE

6

TOTAL 100 100 100 300

11 11 11 11

TOTAL 11 11 11 11

88

180 180 180 180 720

product/ details

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Product/ footwear

FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO-FRIENDLY PU OUTSOLE, ECO FAUX LEATHER, ECO MEMORY FOAM INSOLE HEEL HEIGHT: 4.5’’ PLATFORM: 0.25’’ LINING: ECO FAUX LEATHER PRICE: $700

product/ footwear

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Product/ footwear

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FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO-FRIENDLY PU OUTSOLE, ECO FAUX LEATHER, ECO MEMORY FOAM INSOLE HEEL HEIGHT: 4.5’’ PLATFORM: 0.5’’ LINING: ECO FAUX LEATHER PRICE: $750

product/ footwear

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Product/ footwear

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FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO-FRIENDLY PU OUTSOLE, ECO FAUX LEATHER, ECO MEMORY FOAM INSOLE LINING: ECO FAUX LEATHER HEEL HEIGHT: 2.5’’ PLATFORM: 0.15’’ PRICE: $650

product/ footwear

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Product/ footwear

FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO-FRIENDLY PU OUTSOLE, ECO FAUX LEATHER, ECO MEMORY FOAM INSOLE LINING: ECO FAUX LEATHER HEEL HEIGHT: 5’’ PLATFORM: 1’’ PRICE: $800

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product/ footwear

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Product/ bags

FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO FAUX LEATHER LINING: RECYCLED POLYESTER FABRIC HEIGHT: 10’’ WIDTH: 7’’ DEPTH: 1.5’’ PRICE: $1100

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product/ bags

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Product/ bags

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FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO FAUX LEATHER LINING: RECYCLED POLYESTER FABRIC HEIGHT: 15’’ WIDTH: 10’’ DEPTH: 2.5’’ PRICE: $800

product/ bags

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Product/ bags

FEATURES MATERIALS: PLASTIC LOGIC SCREEN, ECO FAUX LEATHER LINING: RECYCLED POLYESTER FABRIC HEIGHT: 20’’ WIDTH: 10’’ DEPTH: 4’’ PRICE: $925

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product/ bags

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Product/ optical

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FEATURES MATERIALS: PLASTIC LOGIC SCREEN, CRYSTAL LENSES, ACETATES/METALS FRAMES HEIGHT: 2’’ WIDTH: 6’’ PRICE: $330

product/ optical

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Product/ optical

FEATURES MATERIALS: PLASTIC LOGIC SCREEN, CRYSTAL LENSES, ACETATES/METALS FRAMES HEIGHT: 2.5’’ WIDTH: 6’’ PRICE: $375

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product/ optical

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Product/ optical

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FEATURES MATERIALS: PLASTIC LOGIC SCREEN, CRYSTAL LENSES, ACETATES/METALS FRAMES HEIGHT: 3’’ WIDTH: 5.5’’ PRICE: $375

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Product/ MATERIALS

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PLASTiC LOGiC SCREEN

KEY FEATURES Organic TFT active matrix, which incorporates industry-leading bi-stable electrophoretic display technology Ultra low power – no continuous refresh cycles required Thin, bendable, robust, and lightweight Ultra-wide viewing angle Front lighting on special request Combinable with commercial touch solutions Transparent edge enabling display tiling available on special request Eval kit available for quick easy display experience

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ECO FAUX LEATHER SATIN - DEEP SEA 3900-09 CONTENTS: 100% POLYURETHANE FACE, 60% POLYURETHANE, 40% POLYSTER FINISH: SOLVENT RESISTANT USAGE: LEATHER ALTERNATIVE, UPHOLSTERY, PANEL, ECO-FABRIC

KEY FEATURES Degradable Naturally soft and flexible, does not require the solvents used to soften PVC or leather Polyurethane faux leather offers a greener alternative to vinyl (PVC). PVC contains chloride and is not degradable. It leaches toxic additives in landfills and emits carcinogenic dioxin when incinerated.

General cleaning often requires only sope and water Satin is manufactured in facilities that are conscientious of the green movement. A variety of policies are in place, such as air and water pollution decrement systems, as well as reduction and reuse of solvents Satin is manufactured in an ISO 14001 certified facility. ISO 14001 creates an Environmental Management System (EMS) to identify and achieve environmental goals All pigments and chemicals used in the facilities comply with EPA guildlines

product/ MATERIALS

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Product/ MATERIALS

RECYCLED POLYESTER FABRic KEY FEATURES Made from recycled plastic bottles Specification: 75D Density: 190T-260T Finishing: W/R, PU coated / Printed/ down-proof / Windproof

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Width:58-59” Usage: Jacket, Coat, Garment lining , bag lining, dress

Verified Supplier - Wujiang Fumao Textile Co., Ltd.

CRYSTAL LENSES KEY FEATURES Polarized lenses block the light reflected on sand, roads and water, providing clear and relaxed vision in extreme environmental conditions Optical material made out of natural origin providing protection and visual clarity

Luxottica group

ACETATES/ METALS FRAMES KEY FEATURES Plastic frames, made out of acetate that is derived from cotton flowers. This cotton is pulverized and treated to take the form of a perfectly malleable uniform mass Acetate maintains cotton’s natural properties like warm to touch and pleasant on the skin and allergy free

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Luxottica group

ECO FAUX LEATHER SCUBA - SHIPWRECK 3940-11 CONTENTS: 100% POLYURETHANE FACE, 65% POLYURETHANE, 35% POLYSTER FINISH: SOLVENT RESISTANT&ANTIBACTERIAL USAGE: LEATHER ALTERNATIVE, UPHOLSTERY, PANEL, ECO-FABRIC

KEY FEATURES Degradable Naturally soft and flexible, does not require the solvents used to soften PVC or leather Polyurethane faux leather offers a greener alternative to vinyl (PVC). PVC contains chloride and is not degradable. It leaches toxic additives in landfills and emits carcinogenic dioxin when incinerated General cleaning often requires only sope and water Scuba is manufactured in facilities that are conscientious of the green movement. A variety of policies are in place, such as air and water pollution decrement systems, as well as reduction and reuse of solvents.

Satin is manufactured in an ISO 14001 certified facility. ISO 14001 creates an Environmental Management System (EMS) to identify and achieve environmental goals All pigments and chemicals used in the facilities comply with EPA guildlines

product/ MATERIALS

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Product/ components

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ECO-FRiENDLY PU OUTSOLE

KEY FEATURES Multiple design possibilities Lighter and much more abrasion-resistant than EVA, Rubber or TPR sole Heel height: 0.5’’ – 7’’ Weight: 115-150g Size: 6-11 Solvent-free coatings and adhesives, a polycarbonate blend, and thermoplastic polyurethane based on renewable resources.

Consist of microcellular polyurethane elastomer systems where up to 70% of renewable materials are used

Verified Supplier - Dongguan Lee-Mat Sports Technology Co.,

TURN LOCK CLOSURE KEY FEATURES Y1871 Witdh: 1.5’’ Height 1’’ Nickel-free, lead-free, eco-friendly, washable, dry-cleaning, rust-proof

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Verified Supplier - YaHuangDa Metal Product Factory

ECO MEMORY FOAM iNSOLE KEY FEATURES Insoles made of latex with non-woven covering Anti-odor latex insoles; shoe insole; insole board Soft latex layer provides comfortable foot cushioning Breathable insoles keep feet dry and fresh Latex tickness: 3mm/2.5mm/2mm, Size: 36 to 45 Eco latex harvested from a variety of latex producing plants: Para rubber tree, the rubber fig tree, spurges, lettuces and danelions are among the natural and sustainable resources for natural rubber and eco latex

Verified Supplier - Dongguan Lee-Mat Sports Technology Co., Ltd.

BRAiDED BOTTOMiNG THREAD KEY FEATURES A high-strength sewing thread constructed from braided polyester or cotton for the bottoming of footwear, including boots and heavy shoes Excellent durability and stitch appearance in the finished product Fiber Type: Polyester or Cotton Thread Construction: Braided Application: Footwear, Medical & Orthopedic Devices Excellent seam strength Very good abrasion resistance Available in natural and colors Soft (polyester) or Glazed finish (cotton)

A&E’s manufacturers of sewing threads and industrial yarns http://www.amefird.com

product/ components

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Product/ components

PowerQi Wireless Charger Pad KEY FEATURES Universal Charging. Large Qi Charging Zone: 1 large zone for wireless charging.

Freedom of Placement: No annoying magnets to align or secret

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spots to find in order to charge your device.

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Indicator Lights: On when you’re charging, off when you’re full.

Intelligent Induction: Prevents overcharging with standby mode once you’re fully charged. USB Port: Charge a third device, with or without Qi Power Source: AC Adaptor plugs into charging pad; no plugs needed for devices with Qi-enabled sleeve or door.

Technical Specification for the Qi Inductive Charger Input: Direct Current 19V1000mA Frequency: 100-200KHz Wireless distance: 5mm Output: 5V 500mA-700mA Supported device

Wireless Power Consortium

METAL ZiPPER KEY FEATURES #2 Regular teeth and regular style Length: 2.5’’ 100% free from harmful AZO dyes and lead Black lining and silver metal

TYT TREND USA, INC. (TYTTREND.COM)

METAL HARDWARE KEY FEATURES MAL 4204 Witdh: 1.5’’ 100% free from harmful AZO dyes and lead

TYT TREND USA, INC. (TYTTREND.COM)

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Product/ packaging

ACRYLiC BOX KEY FEATURES Clear acrylic lucite shoe boxes Size: 7x4x3’’,14x9x6’’, 18x13x5’’ Removable lid

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3mm thick Acrylics are part of a very small number of mass produced plastics that can be de-polymerized back to their original chemical raw materials.

The recycling process is so effective that it reduces the amount of waste going to landfill by 2%.

Verified Supplier - Shenzhen Yuda Crafts Co., Ltd.

ACRYLiC TAGS KEY FEATURES Customized design, size, color, and logo High transparency acrylic sheets Features: Crystal clear, laser processing and polishing Eco-Friendly, easy to clean Engraving & embossing avaliable Tag Material: Acrylic/PMMA/Perspex/Plexiglass/Lucite Thickness: 0.2mm-2mm are all available

Verified Supplier - Shenzhen MaxWay Arts&Crafts Co.,Ltd

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product/ packaging

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Product/ packaging

ECO FRiENDLY EVA FOAM KEY FEATURES Recycled EVA materials Environmental friendly Water-proof Any color is available

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Adjustable size Shock-proof eva foam Non-toxic Thickness: 0.5mm--60mm SGS reported passed and ISO9001:2008 approved

Verified Supplier - Dongguan Dalingshan Jinhaidi Shoe Material Factory

ball stud fasteners KEY FEATURES Ball stud Size: M2-M100 Material: stainless, carbon steel SGS, ISO certificate Steel requires relatively low amounts of energy to produce Recyclable Properties of steel remain unchanged no matter how many times the steel is recycled.

Verified Supplier - Shenzhen Jingbang Hardware Electronic

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Co., Ltd.

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environmental impact IN ACCORDANCE WITH CATALYST’S RENEWABLE ENERGY INITIATIVE, WE WORK TOWARDS CREATING PRODUCTS WITH THE MOST SUSTAINABLE AND ECO-FRIENDLY MATERIALS THROUGH THE MOST ENERGY EFFICIENT MANUFACTURING PROCESSES. WE WILL ATTEMPT USE AS MANY RECYCLED AND LOW WASTE MATERIALS AS POSSIBLE,

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THUS DRASTICALLY REDUCING OUR NEGATIVE IMPACT ON THE ENVIRONMENT. WE MEASURE OUR ENVIRONMENTAL IMPACT THROUGH:

TRANSPORTATiON

WHEN SOURCING OVERSEAS, WE USE THE DANISH MAERSK LINE,

A LINE OF “TRIPE E” CLASS CARGO SHIPS THAT ARE DESIGNED WITH THE PRINCIPLES OF “ECONOMY OF SCALE, ENERGY EFFICIENT AND ENVIRONMENTALLY IMPROVED”.

MANUFACTURiNG / MATERiALS

WE WILL PUSH OUR ECO-FRIENDLY MATERIAL USAGE, SUCH

AS SOURING OUR FABRICS FROM BRENTANO FABRICS, A COMPANY THAT PRODUCES AN “ULTRA-FRIENDLY SERIES” OF DEGRADABLE POLYURETHANE FAUX LEATHER. WE ARE ESPECIALLY PROUD OF THE USE OF THIS PARTICULAR FABRIC DUE TO THE SPECIALIZED “DRYPROCESS” THAT SIGNIFICANTLY CUTS DOWN THE AMOUNT OF WATER AND ENERGY USED IN THROUGHOUT PRODUCTION. BRENTANO ALSO UTILIZES “GREEN” ISO-CERTIFIED MANUFACTURING FACILITIES THAT OPERATE AIR AND WATER POLLUTION DECREMENT SYSTEMS. THE THE COMPANY ALSO DOES NOT PRODUCE PVC, A HARMFUL MATERIAL USED IN A NUMBER OF ACCESSORIES THAT CONTAINS CHLORIDE AND

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IS NOT DEGRADABLE. IN ADDITION, WE WILL WORK WITH TYT TREND,

environmental impact

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environmental impact

A COMPANY WHOSE ENVIRONMENTAL INITIATIVE INCLUDES A SPECIAL

FOCUS IN THE REDUCTION OF POLLUTION WHEN MANUFACTURING THEIR ZIPPERS AND HARDWARE.

USE OF OTHER RECYCLED MATERIALS, SUCH AS RECYCLED POLYESTER

FABRIC MADE FROM WATER BOTTLES

REDUCTION OF CHEMICALS USED IN OUR PRODUCTS, FOR EXAMPLE OUR

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ACETATE FRAMES ARE MADE FROM COTTON FLOWERS

USE OF ECO-FRIENDLY MATERIALS, SUCH AS THE FOAM INSOLE BEING

MADE FROM ECO-LATEX (A RUBBER LATEX MADE FROM A VARIETY OF PLANTS AND TREES)

CUSTOMER USAGE

AS OPPOSED TO THE INCREDIBLY SHORT LIFESPAN OF MOST ACCESSORIES

AND HOW OFTEN CONSUMERS ARE CONSTANTLY REPLACING AND REBUYING THEM, CATALYST’S PRODUCTS ARE MADE TO LEAST TEN OR MORE YEARS, WITH A FIVE YEAR WARRANTY GUARANTEEING THE REPLACEMENT OF ANY DAMAGED OR BROKEN ITEMS.

ALTHOUGH OUR PRODUCTS MAY COST MORE THAN YOUR AVERAGE

ACCESSORY, THE SUSTAINABLE AND HIGH-QUALITY MATERIALS USED IN OUR ITEM WILL PROVE TO SIGNIFICANTLY OUTLAST THE OTHERS IN THE LONG RUN. WITH CONSUMERS BUYING AND REPLACING REGULAR ACCESSORIES AT A MINIMUM OF EVERY TWO YEARS, THE COST OF SUCH A PRACTICE ENDS UP BEING MUCH MORE THAN THAT OF ONE CATALYST ITEM TO LAST YOU TEN YEARS. IN ADDITION, OUR PRODUCTS MAINTAIN THE BENEFIT OF THE RAW MATERIALS WE USE, LIKE THE ANTIBACTERIAL QUALITIES IN A NUMBER OF OUR FABRICS.

OUR PRODUCTS ALSO DO NOT REQUIRE THE USE OF HARMFUL CHEMICALS

TO BE CLEANED, AS WE GIVE EVERY CUSTOMER AN APPROVED CLEANING SPRAY

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AND CLOTH TO WIPE OFF ANY DIRTINESS.

FINALLY, IN PARTNERSHIP WITH THE WIRELESS POWER CONSORTIUM,

EVERY PURCHASE WILL COME WITH A WIRELESS CHARGING PAD THAT NOT ONLY POWERS OUR DEVICES, BUT A NUMBER OF OTHER ELECTRONICS AS WELL, THUS CUTTING DOWN THE AMOUNT OF ENERGY AND ELECTRICITY USED TO POWER OTHER DEVICES THROUGH OF VARIETY OF SEPARATE CHARGERS.

iN-HOUSE PRODUCTiON

OUR FACILITIES WILL BE POWERED BY RENEWABLE ENERGY THROUGH

SOLAR PANELS AND WIND GENERATORS, SEVERELY REDUCING THE USE OF COAL AND THE EMISSION OF FOSSIL FUELS.

WE WILL ALWAYS USE 100% RECYCLED PAPER IN OUR OFFICES AND ALSO

INCLUDE A LARGE AMOUNT OF RECYCLING RECEPTACLES ON PROPERTY

CATALYST RECYCLING INITIATIVE: ALLOWING CUSTOMERS TO DISPOSE OF

OUR PRODUCTS AND OTHER UNUSED ELECTRONICS PROPERLY

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C a t a l y s t

environmental impact

Nick Moore/Brooklyn, NY, USA

104

Nick Moore/Brooklyn, NY, USA

environmental impact

105

C a t a l y s t sourcing

106

Plastic logic (www.plasticlogic.com)

BRENTANO FABRICS (www.brentanofabrics.com)

Luxottica Group (www.luxottica.com)

wireless power consortium (www.wirelesspowerconsortium.com)

UNITED KINGDOM USA ITALY CHINA sourcing

107

C a t a l y s t

sourcing

The world's first commercial organic electronics factory, in Dresden, Germany / www.plasticlogic.com

Plastic logic THE COMPANY WAS THE FIRST TO FULLY INDUSTRIALISE THE MASS PRODUCTION OF PLASTIC ELECTRONICS IN THE WORLD'S FIRST PLASTIC ELECTRONICS FACTORY, ACHIEVING PRODUCTION YIELDS OF PLASTIC ELECTRONIC DISPLAYS COMPARABLE TO THE LCD INDUSTRY. PLASTIC LOGIC HAS ALSO BROKEN NEW GROUND WITH WHAT IS POSSIBLE WITH PLASTIC ELECTRONIC DISPLAYS. TODAY WE DEVELOP AND MANUFACTURE ULTRA-THIN, ULTRA-LIGHTWEIGHT AND HIGHQUALITY PLASTIC DISPLAYS OF VARIOUS SIZES AND IN BOTH COLOUR AND MONOCHROME. THESE PLASTIC DISPLAYS OFFER HUGE ADVANTAGES OVER CONVENTIONAL SCREENS BEING EXTREMELY FLEXIBLE AND HARD-WEARING WITH PROVEN LIFETIMES OF OVER FIVE YEARS AND MORE THAN TEN MILLION PAGE UPDATES. PLASTIC LOGIC NOW LEVERAGE OUR R&D AND MANUFACTURING RESOURCES TO ALLOW PARTNERS SUCH AS OEMS, SYSTEM INTEGRATORS AND DEVICE MANUFACTURERS, TO UTILISE ITS FLEXIBLE DISPLAY TECHNOLOGY. THEY HAVE HAVE AN ESTABLISHED FOOTPRINT IN THE UK, GERMANY AND RUSSIA, AND SELL GLOBALLY. PLASTIC LOGIC IS SUPPORTED BY A BROAD AND EXPERIENCED INTERNATIONAL INVESTOR

108

BASE. PLASTIC LOGIC IS BACKED BY MAJOR INVESTORS INCLUDING OAK INVESTMENT PARTNERS AND RUSNANO.

BRENTANO FABRiCS FOUNDED IN 1990 BY DESIGN DIRECTOR IRIS WANG AND HER HUSBAND, PRESIDENT E-KWAN CHEN, BRENTANO HAS GROWN FROM A MODEST BEGINNING OF EIGHT PATTERNS TO AN INTERNATIONALLY REPRESENTED TEXTILE HOUSE. BRENTANO’S FABRICS HAVE A GROWING COLLECTION OF ECO-FABRICS THAT KEEPS EXPANDING. THEY CELEBRATED THEIR 20TH ANNIVERSARY IN 2010; BRENTANO CONTINUES TO OFFER A VARIETY OF INNOVATIVE AND INTERESTING TEXTILES, INCLUDING ECO-FRIENDLY FAUX LEATHER, HIGH PERFORMANCE UPHOLSTERY, FIRE-RESISTANT, OUTDOOR AND CRYPTON, NANO-TEX AND GREENSHIELD FABRICS. THE BIGGEST DEPARTMENT AT BRENTONS IS THE SAMPLE DEPARTMENT. GREEN STATEMENT THEY HAVE DEVELOPED GREEN CRITERIA FOR THEIR FABRICS THAT REFLECT THE DIVERSE AND INTERCONNECTED NATURE OF SUSTAINABILITY. THEIR ECO-FABRICS INCLUDE OUR HIGH PERFORMANCE AND HIGH QUALITY ECO-FRIENDLY FAUX LEATHERS, AS WELL AS BEAUTIFUL UPHOLSTERY PATTERNS AND CONTRACT TEXTILES -- OVERALL DISPLAYING AN UNCOMMON VARIETY OF DESIGN AND VERSATILITY AVAILABLE IN ENVIRONMENTALLY-CONSCIOUS TEXTILES. THE BRENTANO GREEN FABRIC LABEL DEMONSTRATES OUR COMMITMENT TO PURSUING GREEN MINDFULNESS WHILE DESIGNING TEXTILES WITH BEAUTY + PERFORMANCE IN MIND.

Brentpn’s Eco Friendly Design Studio. http://www.brentanofabrics.com/

sourcing

109

sourcing

Luxottica Group THE COMPANY WAS THE FIRST TO FULLY INDUSTRIALISE THE MASS PRODUCTION OF PLASTIC ELECTRONICS IN THE WORLD'S FIRST PLASTIC ELECTRONICS FACTORY, ACHIEVING PRODUCTION YIELDS OF PLASTIC ELECTRONIC DISPLAYS COMPARABLE TO THE LCD INDUSTRY. PLASTIC LOGIC HAS ALSO BROKEN NEW GROUND WITH WHAT IS POSSIBLE WITH PLASTIC ELECTRONIC

C a t a l y s t

DISPLAYS. TODAY WE DEVELOP AND MANUFACTURE ULTRA-THIN, ULTRA-LIGHTWEIGHT AND HIGH-

110

QUALITY PLASTIC DISPLAYS OF VARIOUS SIZES AND IN BOTH COLOUR AND MONOCHROME. THESE PLASTIC DISPLAYS OFFER HUGE ADVANTAGES OVER CONVENTIONAL SCREENS BEING EXTREMELY FLEXIBLE AND HARD-WEARING WITH PROVEN LIFETIMES OF OVER FIVE YEARS AND MORE THAN TEN MILLION PAGE UPDATES. PLASTIC LOGIC NOW LEVERAGE OUR R&D AND MANUFACTURING RESOURCES TO ALLOW PARTNERS SUCH AS OEMS, SYSTEM INTEGRATORS AND DEVICE MANUFACTURERS, TO UTILISE ITS FLEXIBLE DISPLAY TECHNOLOGY. THEY HAVE HAVE AN ESTABLISHED FOOTPRINT IN THE UK, GERMANY AND RUSSIA, AND SELL GLOBALLY. PLASTIC LOGIC IS SUPPORTED BY A BROAD AND EXPERIENCED INTERNATIONAL INVESTOR BASE. PLASTIC LOGIC IS BACKED BY MAJOR INVESTORS INCLUDING OAK INVESTMENT PARTNERS AND RUSNANO.

wireless power consortium ESTABLISHED IN DECEMBER 2008, THE WIRELESS POWER CONSORTIUM’S MISSION IS TO ESTABLISH QI AS THE GLOBAL STANDARD FOR WIRELESSLY CHARGING ELECTRONIC PRODUCTS. THE MORE THAN 140 MEMBERS OF WPC INCLUDE INDUSTRY LEADERS IN MOBILE PHONES, CONSUMER ELECTRONICS, BATTERIES, SEMICONDUCTORS, COMPONENTS, WIRELESS POWER TECHNOLOGY AND INFRASTRUCTURE SUCH AS WIRELESS OPERATORS, FURNITURE AND AUTOMOTIVE PARTS COMPANIES. QI PRODUCTS ARE AVAILABLE IN THE UNITED STATES, ASIA PACIFIC, AND EUROPE. THE IDEA BEHIND QI IS SIMPLE: ALL DEVICES WITH THE QI LOGO WILL WORK WITH ALL QI CHARGERS. THAT’S IT. NO NEED FOR SEPARATE CHARGERS, NO NEED FOR CABLES, AND NO NEED FOR ADAPTERS WHEN TRAVELING. QI IS A GLOBAL STANDARD – THIS MEANS THAT YOUR DEVICE CAN BE CHARGED WIRELESSLY WHEREVER YOU ARE. QI IS THE PROVEN LEADER IN WIRELESS CHARGING. QI HAS UNRIVALED REACH, DELIVERS THE BEST USER EXPERIENCE, AND IS MOVING THE FASTEST TO BRING NEW WIRELESS CHARGING INNOVATIONS TO MARKET.

sourcing

111

sourcing/ cost

C a t a l y s t

COST SHEET

Season

Style #

SZ6539

Description

Pump shoe with an ankle strap and closed toe.

Style Name

MATERIALS

Plastic Logic screen

Eco Faux leather 3900-09 Eco Faux leather lining 3940-11

TOTAL MATERIALS COST COMPONENTS

Braided Bottoming Thread 80# 120D/3 Eco-friendly PU outsole Eco Memory Foam Insole Non-toxic shoe glue

Sep-13

Spring 2014

Arsenic

Total Yards

$/Unit/Yard

0.147

44

0.130

325

Quantity 1

15

Yield

$Total

0.14847

6.53

0.1313

325

1.97

333.50

$/Unit

Quantity

$Total

0.002

120

0.24

2

1

4

0.23

1 1

TOTAL COMPONENT COST

4 2

0.23

6.47

PACKAGING

$/Unit

Quantity

$Total

Acrylic tags

0.2

3

0.6

Acrylic box 14x9x6 Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat Ball Stud fastener

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

112

Date

TOTAL LABOR

GRAND TOTAL

11

0.3 12

0.081

1 1

1

1

11

0.3 12

0.081

23.981

0.0255 0.0255 0.0255 0.26 2.55 0.40 2

5.28

369.23

COST SHEET

Date

Season

Style #

SS7896

Description

Pump shoe with closed toe and screen on the sides.

Style Name

MATERIALS

Plastic Logic screen

Eco Faux leather 3900-09 Eco Faux leather lining 3940-11

TOTAL MATERIALS COST COMPONENTS

Braided Bottoming Thread 80# 120D/3 Eco Memory Foam Insole Eco-friendly PU outsole Non-toxic shoe glue

Sep-13

Spring 2014

Selenium

Total Yards

$/Unit/Yard

0.151

30

0.138

350

Quantity 1

15

Yield

$Total

0.15251

4.5753

0.13938

350

2.0907

356.666

$/Unit

Quantity

$Total

0.002

130

0.26

2 4

1 1

2 4

0.23

1

PACKAGING

$/Unit

Quantity

$Total

Acrylic tags

0.2

3

0.6

12

1

TOTAL COMPONENT COST

Acrylic box 14x9x6 Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat Ball Stud fastener

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

11

0.3

0.081

1

1

1

0.23

6.26

11

0.3 12

0.081

23.981

0.0374 0.0374 0.0374 0.37 3.74 0.40 2

6.63 393.53

sourcing/ cost

113

sourcing/ cost

C a t a l y s t

COST SHEET

Season

Style #

SZ6539

Description

Wedge shoe with an ankle strap and open toe.

Style Name

MATERIALS

Plastic Logic screen

Eco Faux leather 3900-09 Eco Faux leather lining 3940-11

TOTAL MATERIALS COST COMPONENTS

Sep-13

Spring 2014

Zinc

Total Yards

$/Unit

0.155

44

0.136

300

Quantity 1

35

Yield

$Total

0.15655

6.89

0.13736

4.81

350

361.70

$/Unit

Quantity

$Total

0.002

90

0.18

Ball Stud fastener

0.07

1

0.07

Non-toxic shoe glue

0.23

1

0.23

$/Unit

Quantity

$Total

0.2

3

0.6

Braided Bottoming Thread 80# 120D/3 Eco-friendly PU outsole Eco Memory Foam Insole

TOTAL COMPONENT COST PACKAGING

Acrylic box 14x9x6 Acrylic tags

Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat Ball Stud fastener

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

114

Date

GRAND TOTAL

4 2

11

0.3 12

0.081

1 1

1 1

1

1

4 2

6.48

11

0.3 12

0.081

23.98

0.034 0.034 0.034 0.34 3.40 0.40 2

6.24

398.40

COST SHEET

Date

Season

Style #

SG7261

Description

Flat with an ankle strap and open toe.

Style Name

MATERIALS

Plastic Logic screen

Eco Faux leather 3900-09 Eco Faux leather lining 3940-11

TOTAL MATERIALS COST COMPONENTS

Braided Bottoming Thread 80# 120D/3 Eco Memory Foam Insole Eco-friendly PU outsole

Metal Zipper #2 Regular teeth Non-toxic shoe glue

TOTAL COMPONENT COST

Sep-13

Spring 2014

Germanium

Total Yards

$/Unit/Yard

0.120

30

0.102

350

Quantity 1

15

Yield

$Total

0.1212

3.64

0.10302

1.55

300

305.18

$/Unit

Quantity

$Total

0.002

90

0.18

4

1

4

2

0.45 0.23

1 1 1

2

0.45 0.23

6.86

PACKAGING

$/Unit

Quantity

$Total

Acrylic tags

0.2

3

0.6

1

12

Acrylic box 14x9x6 Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat Ball Stud fastener

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

11

0.3 12

0.081

1

1

1

11

0.3

0.081

23.98

0.017 0.017 0.017 0.17 1.70 0.40 2

4.32

340.34

sourcing/ cost

115

sourcing/ cost

C a t a l y s t

COST SHEET BP19508

Description

Clutch bag with a screen at the front.

Style Name

MATERIALS

Plastic Logic screen

Recycled Polyester Fabric Eco Faux leather

TOTAL MATERIALS COST COMPONENTS

Ball Stud fastener

Total Yards

$/Unit/Yard

350

2

Acrylic tags

Eco-friendly EVA foam

Ball Stud fastener PowerQI Wireless Charger Pad Mat

TOTAL PACKAGING COST LABOR

Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

Quantity

1.50

1.8

1

30

$/Unit

0.07

$/Unit

13.5

0.2 0.3

0.081

12

Yield

Quantity

1

$Total

350

2.02

1.818

0.002

TOTAL COMPONENT COST PACKAGING

Spring 2014

Platinum

Braided Bottoming Thread 80# 120D/3

Acrylic box 18x13x5

Sep-13

Season

Style #

Patternmaking

116

Date

3.03

54.54

407.57 $Total

180

Quantity

1 3 1 1 1

0.07 0.36

0.43 $Total

13.5

0.6 0.3

0.081

12

26.481

0.017 0.017 0.017

0.17

1.7 0.4

2

4.32

438.80

COST SHEET

Date

Season

Style #

BI19222

Description

Shoulder bag with a screen at the front.

Style Name

MATERIALS

Recycled Polyester Fabric

Eco Faux leather

TOTAL MATERIALS COST COMPONENTS

Braided Bottoming Thread 80# 120D/3 Metal Hardwear Turn Lock closure Y1871

TOTAL COMPONENT COST PACKAGING

Acrylic box 18x13x5 Acrylic tags PowerQI Wireless Charger Pad Mat Ball Stud fastener

TOTAL PACKAGING COST LABOR

Spring 2014

Iridium

Plastic Logic screen

Eco-friendly EVA foam

Sep-13

$/Unit/Yard 1.9 2

375

1.50

Quantity 1

30

Yield

$Total

1.919

2.8785

2.02

375

60.6

438.48

$/Unit

Quantity

$Total

0.002

200

0.40

0.35

1

$/Unit

Quantity

$Total

0.2

3

0.6

0.6

13.5 0.3 12

0.081

2

1

1 1

1

1.20 0.35

1.95

13.5 0.3 12

0.081

26.48

Patternmaking

0.0289

Marking

0.0289

Grading Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

0.0289 0.289 2.89 0.4 2

5.64

472.55

sourcing/ cost

117

sourcing/ cost

C a t a l y s t

COST SHEET

Season

Style #

BG222

Description

Backpack with a screen at the front.

Style Name

Plastic Logic screen

Recycled Polyester Fabric

Eco Faux leather

TOTAL MATERIALS COST COMPONENTS

Braided Bottoming Thread 80# 120D/3 Metal Hardwear Ball Stud fastener

TOTAL COMPONENT COST PACKAGING

Acrylic box 18x13x5 Acrylic tags Eco-friendly EVA foam Ball Stud fastener

PowerQI Wireless Charger Pad Mat

TOTAL PACKAGING COST

Sep-13

Spring 2014

Radon

MATERIALS

LABOR

$/Unit/Yard 2.1

2.3

425

1.50

Quantity 1

30

Yield

$Total

2.121

3.1815

2.323

425

69.69

497.87

$/Unit

Quantity

0.002

280

0.07

1

$/Unit

Quantity

$Total

0.2

3

0.6

0.6

13.5 0.3

0.081 12

2

1

1 1

1

$Total 0.56

1.20 0.07

1.83

13.5 0.3

0.081 12

26.481

Patternmaking

0.0391

Marking

0.0391

Grading Cutting Sewing

Prepacks Admin

TOTAL LABOR

118

Date

GRAND TOTAL

0.0391 0.391 3.91 0.4 2

6.82

533.00

COST SHEET

Date

Season

Style #

GH20059

Description

Cat-eye clear glass with a screen.

Style Name

MATERIALS

Plastic Logic screen Crystal Lenses

Acetates/Metals Frames

TOTAL MATERIALS COST

Mercury

$/Unit/Yard

Quantity

5

1

100 11

1 1

PACKAGING

$/Unit

Quantity

Acrylic tags

0.2

3

Acrylic box 7x4x3 Ball Stud fastener Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

Sep-13

Spring 2014

3.5

0.081 0.3 12

1

Yield

$Total 100 5

11

116 $Total 3.5 0.6

1

0.081

1

12

1

0.3

16.48

0.017 0.017 0.017 0.17 1.7 0.4 2

4.32

136.80

sourcing/ cost

119

C a t a l y s t

sourcing/ cost

COST SHEET

Season

Style #

GB90122

Description

Wide polorized sunglasses with a screen.

Style Name

MATERIALS

Plastic Logic screen Crystal Lenses

Acetates/Metals Frames

TOTAL MATERIALS COST

Sep-13

Spring 2014

Beryllium

$/Unit/Yard

Quantity

7

1

100 12

1 1

Yield

$Total 100 7

12

119

PACKAGING

$/Unit

Quantity

$Total

Acrylic tags

0.2

3

0.6

Acrylic box 7x4x3 Ball Stud fastener Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

120

Date

3.5

1

0.081

1

12

1

0.3

1

3.5

0.081 0.3 12

16.48

0.017 0.017 0.017 0.17 1.7 0.4 2

4.32

139.80

COST SHEET

Date

Season

Style #

GM54938

Description

Oval polorized sunglasses with a screen.

Style Name

MATERIALS

Plastic Logic screen Crystal Lenses

Acetates/Metals Frames

TOTAL MATERIALS COST

Sep-13

Spring 2014

Manganese

$/Unit/Yard

Quantity

7

1

100 12

1 1

Yield

$Total 100 7

12

119

PACKAGING

$/Unit

Quantity

$Total

Acrylic tags

0.2

3

0.6

Acrylic box 7x4x3 Ball Stud fastener Eco-friendly EVA foam PowerQI Wireless Charger Pad Mat

TOTAL PACKAGING COST LABOR

Patternmaking Grading

Marking Cutting Sewing

Prepacks Admin

TOTAL LABOR

GRAND TOTAL

3.5

1

3.5

0.081

1

0.081

12

1

12

0.3

1

0.3

16.48

0.017 0.017 0.017 0.17 1.7 0.4 2

4.321

139.80

sourcing/ cost

121

ENGAGEMENT - PRODUCTS LAST 10+ YEARS - EVERY PURCHASE WILL INCLUDE A CLEANSING SOLUTION AND WIPE TO REMOVE ANY SMUDGES OR SCUFFS ON

C a t a l y s t

THE SCREEN - 5 YEAR WARRANTY THAT WE GUARANTEE TO REPLACE ANY BROKEN OR NONFUNCTIONAL PRODUCTS FOR FREE - ADVISE CONSUMER TO WEAR IN APPROPRIATE ENVIRONMENTS THAT WILL NOT POSE ANY HARM TO THE TECHNOLOGY - “CATALYST RECYCLING INITIATIVE” COMPANY-ESTABLISHED RECYCLING PROGRAM IN WHICH CONSUMERS CAN DISPOSE OF THEIR MERCHANDISE BUY SENDING IT BACK TO US SO WE CAN PROPERLY DISPOSE OF AND REUSE ALL MATERIALS

122

ENGAGEMENT

123

ENGAGEMENT

APP

C a t a l y s t

CATALYST

124

MENU- Users will first be brought to our menu, where they will be offered a number of options to explore.

Through the Color Picker, Camera, Photo Library, and Saved options, users have a number of ways to select their desired color or pattern to be implemented on their accessory.

ABOUT US- Click on “About Us” to learn a bit more about catalyst’s brand identity and social responsibility, or click to visit our webpage or social media platforms.

ENGAGEMENT

125

ENGAGEMENT

C a t a l y s t

COLOR WHEEL- This option will allow the user to select any desired color on a color wheel and adjust the saturation to their liking.

CAMERA- With the camera function, a user will have the ability to instantly take a picture with or without flash as well as utilize the camera flipping function.

126

Users will next pinpoint and select the desired color within the photograph to be implemented on the screen of their accessory.

APPLY- On this screen, users will be able to instantly apply their selected color to one or both of their shoes, or any other Catalyst product they may own, at the push of a button.

ENGAGEMENT

127

ENGAGEMENT

C a t a l y s t

Similar to photographing and selecting a color for application, the app also allows users to phototgraph any pattern they may find inspiring.

Users will next pinpoint and select the desired pattern within the photograph to be implemented on the screen of their accessory.

128

The clipped image can then also be applied again to any Catalyst item, this time as a repeat pattern.

SYNC- This feature will provide easy to follow directions for setting up the connection between the digital screen on the accessories and the smartphone app.

ENGAGEMENT

129

branding

Tags EVERY CATALYST PURCHASE WILL COME WITH A PLASTIC TAG BOOKLET THAT INFORMS THE CUSTOMER ALL ABOUT THEIR

C a t a l y s t

PURCHASE AS WELL AS THE BRAND HISTORY AND MISSION.

“IN ORDER TO SUSTAIN THE MAXIMUM LIFE EXPECTANCY OF YOUR CATALYST PRODUCT, PLEASE TAKE GREAT CARE IN THE TREATMENT AND ENVIRONMENTS IN WHICH YOU USE YOUR ACCESSORY. CONSIDERING YOUR PURCHASE IS A VERY DELICATE PIECE OF TECHNOLOGY, JUST LIKE YOUR PHONE OR COMPUTER, ALSO MADE WITH THE MOST SUSTAINABLE AND ADVANCED MATERIALS AND TECHNOLOGY, IT IS HIGHLY RECOMMENDED THAT ALL USERS DEMONSTRATE CAUTION AND CARE WHEN WEARING OUR PRODUCTS AS TO NOT DAMAGE THE TECHNOLOGY. WE OFFER ALL CUSTOMERS A 5 YEAR WARRANTY THAT GUARANTEES THE FREE REPLACEMENT OF ANY DAMAGED OR BROKEN ITEMS AND WE HAVE ALSO INCLUDED A CLEANING KIT FOR THE REMOVAL OF ANY TEMPORARY SCUFFING OR DIRTINESS. IF YOU EVER NO LONGER FEEL THE NEED FOR OUR PRODUCT, PLEASE REFER TO CATALYST’S RECYCLING INITIATIVE SO THAT WE MAY PROPERLY DISPOSE OF OUR PRODUCT THROUGH A DEMANUFACTURING AND RECYCLING PROCESS.”

130

branding

131

branding

Packaging / labels EACH CATALYST ITEM WILL BE RECOGNIZED BY ITS SIGNATURE “ELEMENT” NAME THAT WILL BE EMBEDDED INTO EACH OF

C a t a l y s t

THE PRODUCTS.

EVERY PURCHASE WILL COME COMPLETE WITH:

- A SUSTAINABLE ACRYLIC BOX THAT CAN BE REUSED FOR NOT ONLY STORAGE OF OUR PRODUCTS, BUT ANY STORAGE PURPOSES IN GENERAL

- CUSTOM PADDING CUT TO SHAPE TO CUSHION AND PROTECT OUR PRODUCTS

- A SCREEN CLEANING KIT (SPRAY AND CLOTH) TO REMOVE ANY SMUDGES OR SCUFFS - QI WIRELESS CHARGING PAD FOR THE UNIVERSAL CHARGING OF ANY CATALYST PRODUCTS

132

branding

133

C a t a l y s t branding

134

branding

135

CONCLUSION IN CONCLUSION, CATALYST IS STRIVING TO BE AN INNOVATIVE BRAND THAT WILL EXCITE OUR CONSUMERS AND ENCOURAGE THEM TO LIVE A SUSTAINABLE LIFE. WE WANT TO BE A LEADER IN THE RADIPLY-GROWING HI-TECH WEARABLE TECHNOLOGY MARKET. WE ALSO WANT TO NOT ONLY SET AN EXAMPLE FOR OUR INDUSTRY, BUT ALSO POSE THE QUESTION

C a t a l y s t

AS TO WHY WE SHOULD BE IMPROVING OUR ENVIRONMENTAL IMPACT ON A GLOBAL SCALE. OUR ENERGY INITIATIVES AND MANUFACTURING PROCESSES PUSH THE ECO-FRIENDLY ENVELOPE BY REDUCING OUR WASTE, USING RECYCLED MATERIALS, AND DRASTICALLY DIMINISHING THE AMOUNT OF WATER AND ENERGY WE PUT INTO CREATING OUR PRODUCTS. OUR DISPOSAL INSTRUCTIONS HOPE TO LEAD CONSUMERS IN A SUSTAINABLE DIRECTION THROUGH CONSISTENTLY RECYCLING AND THE CORRECT DISCARDING OF ANY WASTE. WE HAVE CHOSEN ENERGY EFFICIENT CARGO SHIPS TO CARRY OUR MATERIALS OVERSEAS, AND HAVE ALSO CAREFULLY SELECTED FABRICS THAT ARE MADE FROM DEGRADABLE MATERIALS. WE MAKE A SERIOUS EFFORT TO DIFFER FROM TRADITIONAL COMPANIES

BY INCLUDING NO HARMFUL PROCESSES IN OUR MANUFACTURING SYSTEM AND PROMISING TO CONTINUE TO KEEP SUSTAINABILITY AND THE IMPACT OF OUR GLOBAL ENVIRONMENT AS OUR NUMBER ONE PRIORITY. CATALYST’S PRODUCTS ARE PLACED AT A HIGHER, MORE LUXURIOUS PRICE VALUE BECAUSE OF THE INNOVATION, EXCLUSIVITY, AND ADVANCED TECHNOLOGY THAT OUR PRODUCTS FEATURE. THE POINT OF OUR COLOR AND PRINT-CHANGING CONCEPT IS SO THAT OUR CUSTOMERS CAN BUY ONE PRODUCT THAT WILL LAST THEM SEVERAL YEARS AND SEVERAL PURPOSES, WHILE SAVING THEM THE MONEY THAT THEY WOULD USUALLY

136

BE SPENDING ON OTHER SIMILAR PRODUCTS.

FASM 400 PROFESSOR CANEPA FALL 2013

ZITA FRIEDENFELDE SARAH JIMENEZ ALISON WILD

FILM: ANDRES ESCOBAR

VISUAL EFFECTS: ALEX WOOD

3D DESIGN: CHRIS LEE

MODELS: MADISON MATNEY SKYE SIENKOWICZ LIZ LIU

FASHION ILLUSTRATIONS: LAUREN FERMOILE TAYLOR ULLMAN

Credits

137

works cited “WHOLESALE CLEAR ACRYLIC SHOE BOX SHOE DISPLAY BOX PACKING CASE.”WWW.ALIBABA.COM. N.P., N.D. WEB. 25 OCT. 2013.

“RECYCLED POLYESTER FABRIC.” WWW.ALIBABA.COM. N.P., N.D. WEB. 23 OCT. 2013.

“APPLICATION | AMERICAN & EFIRD.” AMERICAN EFIRD. N.P., N.D. WEB.

C a t a l y s t

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