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MITCHELL MARTINEZ 04175431

Academy of Art University Graduate School of Fashion Merchandising May 26, 2017 - 3 PM


MITCHELL MARTINEZ 04175431

Academy of Art University Graduate School of Fashion Merchandising May 26, 2017 - 3 PM


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TABLE OF CONTENTS

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EXECUTIVE SUMMARY

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00. EXECUTIVE SUMMARY

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VISUAL MERCHANDISING

01. BRANDING 02. IDENTITY SYSTEM 03. BRAND COLLATERAL 04. HEADQUARTERS 05. TRADE SHOW

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214 220 222 226 231

APPENDIX

01. FINANCIALS 02. WORKS CITED 03. IMAGE SOURCES

304 324 327

BUSINESS SUMMARY

01. MISSION STATEMENT 02. VISION STATEMENT

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6 6

MARKETING STRATEGY

01. MARKETING OBJECTIVES 02. MARKETING CAMPAIGNS 03. MEDIA CHANNELS 04. MARKETING CALENDAR 05. MARKETING BUDGET 06. LOOKBOOK

01. MACROENVIRONEMT 02. GLOBAL OVERVIEW 03. MICROENVIRONMENT 04. LOCATION ANALYSIS 05. TARGET MARKET 06. TARGET CONSUMERS 07. COMPETITORS ANALYSIS 08. SWOT ANALYSIS

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234 236 252 270 272 274

MARKET RESEARCH

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10 34 38 64 66 98 108 138

CORPORATE STRUCTURE

01. OWNERSHIP 02. ORGANIZATIONAL CHART 03. ROLES + RESPONSIBILITIES 04. EMPLOYEE BENEFITS

286 287 288 290

PRODUCT LINE

01. PRODUCT CONCEPT 02. PRODUCT LINE 03. PRODUCTION DOCUMENTS 04. SUPPLIERS + VENDORS 05. PRODUCTION CALENDAR

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146 148 184 204 208

FINANCIAL PLAN

01. FINANCIAL SUMMARY 02. FUTURE GOALS

294 300


01 EXECUTIVE SUMMARY


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EXECUTIVE SUMMARY

EXECUTIVE SUMMARY

Recently, athletic and outdoor apparel companies have been creating heritage inspired collections infused with technical details. However, the garments often do not provide functionality; the technical additions are for aesthetic purposes only. The loss of functionality has created a void in menswear. Urban Recon Labs will fill this void through high quality, classically inspired garments enhanced with technical details and fabrication that do not sacrifice function. For instance, Oxford shirts with stretch and moisture wicking or military shirts fabricated in water resistant textiles. The products will be designed in the San Francisco Bay Area with textiles and trims sourced globally that provides the desired functionality for each garment. This includes sourcing from recognized brands in functional textiles; such as Polartec and Schoeller. The garments will be manufactured domestically in its early years with plans to expand to overseas manufacturing when production volumes and techniques demand for it. The finished products will be then sold wholesale. The distribution channels for Urban Recon Labs products will be streetwear boutiques, specialty boutiques and online specialty stores. The brand will be sold wholesale in order to build brand recognition amongst other labels that resonate with the preferences of the target consumers. The products will

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URBAN RECON LABS

retail from $20 USD, for small accessories, to $1,000 USD for the most technical offerings. The pricing will be competitive with overseas brands offering similar concepts. The products will be aimed towards males between the ages of 18 and 44. However, the primary target consumers are educated males between the ages of 25 and 34. Urban Recon Labs aims to be a functional menswear brand geared towards urban lifestyle and streetwear enthusiasts.

MARKET RESEARCH The Market Research portion discusses the current menswear environment, the rise of activewear, as well as the preferences of the brand's target market, male millennials. PRODUCT LINE The Product Line section displays the products being offered in the first year of operations for Urban Recon Labs. In the first year, there will be two collections each with unique inspirations. VISUAL MERCHANDISING The Visual Merchandising for Urban Recon Labs, is inspired by the brand's urban concept and utilizes colors, textures, and silhouettes found in an urban environment. MARKETING STRATEGY Marketing for Urban Recon Labs will target both retailers as well as target consumers. The key channel for the brand are trade shows. CORPORATE STRUCTURE Urban Recon Labs will operate as a limited liability corporation with a staff of two.

EXECUTIVE SUMMARY

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02 BUSINESS SUMMARY

01. MISSION STATEMENT 02. VISION STATEMENT

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URBAN RECON LABS

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BUSINESS DESCRIPTION

MISSION

Urban Recon Labs inspires exploration and experimentation in our daily lives while staying true to ourselves. We fuse the tradition of menswear with the needs of traversing the concrete jungles of the world.

VISION

Urban Recon Labs strives to be a premium menswear label providing functional fashion. The brand will become a domestic alternative to the technical apparel found outside of the United States. As a lifestyle brand, each product will represent the core ideal of “exploration experiment�.

URBAN RECON LABS

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03 MARKET RESEARCH

01. MACROENVIRONMENT 02. GLOBAL OVERVIEW 03. MICROENVIRONMENT 04. LOCATION ANALYSIS 05. TARGET MARKET 06. TARGET CONSUMERS 07. COMPETITORS ANALYSIS 08. SWOT ANALYSIS

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URBAN RECON LABS

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03.01

MACROENVIRONMENT

GLOBAL MENSWEAR MARKET

The menswear market has seen major growth in recent years. Euromonitor found that in 2014, the global market grew 4.5% from the previous year, totaling in $440 billion USD in sales. Euromonitor continues by stating that for 2019 the menswear market is predicted to grow into a $480 Billion USD industry. The growth of the market has outpaced womenswear and has also become the fastest growing online sales category. As a result of the growth in menswear sales, fashion brands and retailers have begun to invest more into their menswear offerings. According to the blog Edited, “Representing the multi-brand retailers, Nordstrom grew its menswear offering by 26% and Mr. Porter by 33%. Premium retailer J. Crew grew its men’s offering by 68% and contemporary luxury brand Acne by 47%. At the mass market end

of the scale, Zara saw smaller margins for growth, upping menswear by just 3% over the year. By contrast, H&M went in aggressively, increasing its men’s offering by 260%.” (Smith) The rise of the menswear market has been linked with social and cultural changes in regards to men’s relationship with shopping and fashion. It has become both acceptable and desirable socially for men to care and invest into their personal appearance. In some regions, such as the UK, men have begun to outspend women in fashion related purchases. The internet also played a large part. Due to the internet, information on global trends, styles, and brands are more accessible. At the same time, e-commerce allows for easier shopping experiences. In fact, one-third of male consumers shop online. Additionally, there is a trend being recognized amongst the menswear market. According to Business of Fashion, menswear has begun to take inspiration from the tactical and survivalist look. In their article, Business of Fashion quotes the men’s fashion director of Bloomingdale’s, Josh Peskowitz, as stating, “There are a lot of brands that have adopted that idea of tactical, meaning SWAT, or

outdoorsy materials and technical clothing with Gore-Tex and heat-sealed seams.” Peskowitz is also noted as stating that, “It’s an added value thing. If a guy can sit there and says it’s triple seam sealed Gore-Tex, windproof, whatever - and look cool at the same time - that’s something that appeals to men.” (Johnson) Peskowitz lastly states, “You see that some of these guys who carry a Leatherman and a compass at all times and probably wear clothes from Woolrich Woolen Mills are now interested now in the resurgence of Patagonia and in clothes from the Japanese camping company Snow Peak. It feels like and update to the retro-outdoorsman thing.” (Johnson) Business of Fashion also notes Hypebeast founder Kevin Ma’s observation regarding the aesthetic shift stating, “the influx of technical material and practical design may be due to this being a current trend, it can also stem from the need to change direction to something more classic and long lasting, both of which are characteristics of survivalism.” (Johnson) Overall there is a sense of practicality and utility behind this trend. Key brands that illustrate the survivalist aesthetic in menswear are German based Acronym, Italy’s Stone Island, and Japan’s White Mountaineering. With an emphasis on practicality, this new aesthetic direction can grow beyond being a trend. As Kevin Ma puts it, “There were survivalists before us, among us, and there will continue to be after us. It is a stylistic approach to life that allows you to be more practical, no matter where you are, and an ‘all-in-one’ sensibility to fashion that allows fluidity from an urban setting to an outdoors one. I believe it’ll be around forever. It’s not really a trend. It’s just grown in awareness.” (Johnson)

SOURCE: GUERRILLA-GROUP

EYES&SINS TAIWAN

SOURCE: HYPEBEAST

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MARKET RESEARCH 11


SOURCE: HBX

SNOW PEAK JAPAN

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SOURCE: ACRONYM

ACRONYM GERMANY

SOURCE: STONE ISLAND

STONE ISLAND ITALY

SOURCE: WGSN

WHITE MOUNTAINEERING JAPAN

MARKET RESEARCH 13


GLOBAL ACTIVEWEAR + ATHLEISURE MARKETS

Activewear focuses on apparel designed specifically for athletic activities. Like menswear, activewear has also seen major growth. Morgan Stanley estimates that the activewear industry could add $83 billion in sales by 2020. In addition, Morgan Stanley places the United States as the largest activewear market in the world for 2014 with the North American activewear market being valued at $97 billion USD. Activewear has even begun to steal market share from non-athletic apparel. There are two main drivers for the growth in activewear; the rise of fitness amongst consumers and the rise of athleisure. In recent years, it has become more popular amongst younger consumers to focus on fitness and health. More people are going to the gym and exercising.

SOURCE: QUARTZ

Athleisure, on the other hand, has less to do with exercise and more to do with comfort. Athleisure is defined as the casual use of activewear outside of exercise. This means that people are wearing gym clothes; such as hoodies, t-shirts, and tights, outside of the gym to run errands or go into the office. Along with a cultural shift towards more relaxed dress codes in the work place, there is a demand by consumers for more functional and comfortable apparel. Activewear, for the most part, answers those demands.

SOURCE: POPSUGAR

TORY SPORT

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SOURCE: FASHIONGONEROGUE

THEORY

With the growth of activewear and athleisure, luxury brands and other retailers have begun to invest into the activewear market. Companies such as Tory Burch, Theory, H&M and Forever 21 have plans to or have recently debuted activewear product lines.

SOURCE: HYPEBEAST

H&M SPORT

SOURCE: FRUMPY TO FUNKY

FOREVER 21

MARKET RESEARCH 15


In the same vein, activewear companies have placed a significant focus on fashion inspired product. For athletic companies, designing and producing fashion oriented product is a marketing ploy as well as a reaction to market trends. Due to the rise of athleisure, the line between activewear and fashion has been noted to be less clear. Consumers are now looking for more specialty products and especially those that can deliver style and function. At the same time, fashion oriented products allow for athletic brands to achieve broader brand awareness and earn a ‘coolness factor’. In order to produce fashion product, athletic brands utilize two main channels, inhouse specialty lines and collaborative lines.

fashion designers and labels. The in-house lines for the athletic brand are Nike Sportswear and NikeLab while they have collaborated with Undercover’s Jun Takahashi on their Gyakusou running line, worked with Sacai on a women’s collection, and have worked with fashion designers such as Balmain’s Olivier Rousteing, Givenchy’s Riccardo Tisci, and recently announced a collaboration with Louis Vuitton’s Kim Jones. Through collaborations, Nike has also been able to resurrect past product lines. Nike’s long forgotten attempt at outdoor lifestyle products, Nike ACG (All Conditions Gear) was recently brought back with help from Errolson Hugh, the co-founder of the fashionfocused technical apparel brand Acronym.

For instance, Nike has both in-house fashion oriented lines and collaborative lines with

SOURCE: HYPEBEAST

NIKE SPORTSWEAR

16 URBAN RECON LABS

SOURCE: NIKE

NIKELAB

SOURCE: NIKE

NIKE GYAKUSOU

SOURCE: HYPEBEAST

NIKE X SACAI

MARKET RESEARCH 17


SOURCE: NIKE

NIKE X OLIVIER ROUSTEING

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SOURCE: VOGUE

NIKE X RICCARDO TISCI

SOURCE: VOGUE

NIKE X KIM JONES

SOURCE: NIKE

NIKE ACG

MARKET RESEARCH 19


The German athletic brand Adidas follows suit with their collaborative Y-3 line with Yohji Yamamoto and popular collections with Jeremy Scott. However, Adidas improves upon the athletic brand collaboration formula by going beyond fashion designers and collaborating with fashion influencers. The most notable being their collaborative efforts with Pharrell and their infamous Yeezy line with Kanye West.

SOURCE: WGSN

ADIDAS Y-3

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Retailers and designers see activewear as an easy moneymaker. The activewear market has an upgrade cycle similar to the tech industry in which new designs and new materials drive consumers to re-invest through the purchase of new product. However, with the increase of activewear product offerings, there is now more competition in the market. Like the denim market a few years ago, there

SOURCE: HYPEBEAST

ADIDAS X JEREMY SCOTT

is potential for a market bubble. In order to survive the new activewear battlefield, a company must sell a lifestyle through unique, innovative, functional and fashionable product.

SOURCE: HYPEBEAST

ADIDAS X PHARRELL

SOURCE: WGSN

ADIDAS YEEZY

MARKET RESEARCH 21


INDUSTRY LEADERS | ATHLETIC APPAREL

Nike, Inc. is one of the worlds largest apparel manufacturers. Nike specializes in athletic apparel, footwear, and equipment. Along with its eponymous label, Nike also owns other globally recognized brands such as Converse, Jordan, and Hurley.

Started: 1964 Headquarters Address: One Bowerman Drive Beaverton, OR 97005 2016 Revenues: $32.4 Billion USD CEO: Mark Parker Employees: 62,600 (approximately)

SOURCE: NIKE

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MARKET RESEARCH 23


Under Armour is a Baltimore, MD based company designing and manufacturing athletic apparel, footwear, and equipment. In the last few years, the company has risen from semi-obscurity in the US activewear market to being its second top company.

Adidas Group is a large German based corporation. Along with the Adidas brand and its divisions, Adidas Group also owns and operates additional athletic brands including Reebok and TaylorMade.

Started: 1996

Started: 1924 as Gebrüder Dassler Schuhfabrik

Headquarters Address: 1020 Hull Street Baltimore, MD 21230-2080

Headquarters Address: Herzo Base, Adi-Dassler-Straße 1 1, 91074 Herzogenaurach, Germany

2016 Revenues: 4.8 Billion USD

2016 Revenues: $21.4 Billion USD

CEO: Kevin Plank

CEO: Kasper Rørsted

Employees: 13,400 (approximately)

Employees: 55,000 (approximately)

SOURCE: UNDER ARMOUR

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SOURCE: HYPEBEAST

MARKET RESEARCH 25


GLOBAL OUTDOOR APPAREL MARKET

The outdoor apparel market, a smaller segment of the activewear market focused on outdoor sports such as hiking, holds a global market size of an estimated $36 billion USD. (Soni) Outdoor apparel companies have recently increased their focus on urban and younger consumers. Despite a vast array of successful outdoor inspired products from luxury brands, younger consumers are not interested in the traditional and more authentic outdoor brands. The issue lies with the products available as well as the image of the traditional target market for the brands. Outdoor brands focus product development on innovation and technology creating over-specialized products. As a result manufactures alienated non-hardcore athletes and more casual consumers. As an article from Outsideonline puts it, “A middleaged former ski bum might get excited about a $400 sub-nine-ounce waterproof-breathable shell with a single-point-adjustment hood, but the 25-year-old occasional hiker sees an ugly, overpriced jacket.� (Roberts) With regards to the traditional target market, the average consumer often stereotypes the perfect outdoor consumer as being a middle-aged white male. As a result, younger consumers are looking for diversity amongst outdoor brands from both brand image and product. The urban and youth markets have become key targets for outdoor brands. However, these markets crave, along with diversity, style and fashion. There is a large demand to design based on lifestyle as opposed to strictly for sport. Both new companies and old have found approaches to attract these markets. Newer independent brands, such as Poler, create products with a focus on function, fashion, and lifestyle while utilizing marketing campaigns and social media that depict younger and more diverse groups of people wearing and using their products.

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SOURCE: POLER

SOURCE: POLER

MARKET RESEARCH 27


Some older brands, such as The North Face, have taken a different approach. In order to attract younger and more urban demographics, older brands have begun to collaborate with streetwear labels. Working with streetwear labels deliver two major benefits to outdoor brands. First, it allows the brands to experiment with their designs. Secondly, it helps develop brand loyalty. By

attracting consumers younger through the special collaboration products, they are able to build a reputation and nurture the consumer into growing into the main-line products.

SOURCE: HYPEBEAST

THE NORTH FACE X SUPREME

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SOURCE: KITH

COLUMBIA X KITH

Outdoor brands are also following in the foot steps of athletic brands by collaborating on fashion oriented products with fashion designers and labels. Recently , Mountain Hardwear collaborated with Cole Haan on the Zerogrand collection, a line geared towards the urban consumer. Additionally, Burton worked with White Mountaineering‘s Yosuke Aizawa on the premium Burton Thirteen line.

Overall, the outdoor market is in a transitional period as it attempts to adapt to new consumers and their demands.

SOURCE: ALTITUDE

MOUNTAIN HARDWEAR X COLE HAAN

SOURCE: BURTON

BURTON THIRTEEN

MARKET RESEARCH 29


INDUSTRY LEADERS | OUTDOOR APPAREL

Started in the San Francisco Bay Area in 1968, The North Face has grown into the most recognizable brand name in outdoor apparel and equipment. Now owned by VF Corp., The North Face is joined by other famed brands such as Vans, Timberland, and JanSport.

Started: 1968 Headquarters Address: 2321 N Loop Road Alameda, CA 94502 2016 Revenues: $2.2 Billion USD CEO: Geoffrey D. Lurie Employees: N/A

SOURCE: HYPEBEAST

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MARKET RESEARCH 31


Columbia Sportswear is an Oregon based outdoor apparel, footwear, and equipment manufacturer. At one point it was known as the largest outdoor brand. Along side its eponymous label, Columbia also owns and operates the footwear company Sorel and the more technically minded apparel and equipment company Mountain Hardwear.

Patagonia is an outdoor apparel and equipment manufacturer based in Ventura, California. Out of the more popular outdoor brands, Patagonia is the most environmentally concerned and sustainable. In recent years, it gained notoriety from its “Don’t Buy This Jacket” campaign.

Started: 1938

Started: 1973

Headquarters Address: 14375 NW Science Park Sr. Portland, OR 97229

Headquarters Address: 259 W Santa Clara St. Ventura, CA 93001

2016 Revenues: $2.4 Billion USD

2015 Revenues: $750 million USD

CEO: Timothy Boyle

CEO: Rose Marcario

Employees: 5,000 (approximately)

Employees: 2,000 (approximately)

SOURCE: COOL HUNTING

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SOURCE: HYPEBEAST

MARKET RESEARCH 33


03.02

GLOBAL OVERVIEW

ECONOMY

EMPLOYMENT

Initially in January 2016 the International Monetary Fund (IMF) predicted that the global economy would grow 3.4 percent for the year. (Conerly) However, in April 2016 the organization dropped their estimate by .2 percentage points to 3.2 percent. (Talley) The drop in growth is attributed to the recessions in Russia and Brazil as well as the low prices for oil. (Talley) The Brexit decision of June 2016 also has potential implications towards the global economy.

TRADE

With regards to global trade, the World Trade Organization (WTO) noted in their 2015 Trade Statistics that in 2014 the world GDP grew by 2%. Specifically, global merchandise exports grew 2.5% and global merchandise production grew 2%. Monetarily speaking, world merchandise exports were valued at nearly $18.5 trillion USD while imports were valued at over $18.6 trillion USD. The leading traders for 2014 were the United States and China. The United States was ranked highest amongst importers while China ranked the highest amongst exporters.

As for global employment in 2016, the overall global unemployment rate is projected to increase. The International Labour Organization (ILO) found that in 2015 the total number of worldwide unemployed was 197.1 million with a forecasted 2.3 million unemployed to be added in 2016. (ILO) Despite a rise in global unemployment, the statistics for developed economies, such as the US, tell a different story. The ILO found that in developed economies, the unemployment rates dropped. In 2015 the unemployment rate for such economies was 6.7% compared to 7.1% in 2014. (ILO)

Exports by destination, 2014 North America

Middle East South and Central America

Asia

Africa

CIS Europe SOURCE: FORBES

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SOURCE: WTO

MARKET RESEARCH 35


POLITICS

In June of 2016, the United Kingdom voted to leave the European Union. Known as “Brexit” the event has brought upon economic uncertainty that is already affecting global economics. The value of the British pound has dropped to its lowest since 1985; valued at $1.33 USD on July 2016. Days after the Brexit vote, the global markets lost a total of $2.1 trillion dollars USD. The country most heavily affected by Brexit was surprisingly Japan. After the vote, investors began buying the yen resulting in a raise in value of 13% against the British pound and 5% against the United States dollar. (Soble) For Japan, a stronger yen is detrimental to their export-oriented economy.

Brexit Market Reactions, June 28 - Percent Change S&P/ASX 200 HANG SENG TOPIX

NIKKEI 225 MSCI AC ASIA PACIFIC CSI 300 Dow Jones Industrial Average S&P 500 INDEX NASDAQ Composite DAX

RETAIL

At first glance, the rise of online retailing threatens the existence of physical retail locations. According to Business of Fashion, global online retailing (E-Commerce) increased in 2013 by 19 percent. (Stephens) However, that is not to say that physical stores are becoming obsolete. Instead, physical locations must become more focused on offering experiences to consumers as opposed to just sales. WWD sites Synchrony who finds that over 40 percent of consumers prefer to shop at stores that reflect their own personal beliefs and values. (Borchardt) WWD continues with Synchrony’s findings adding that consumers have a higher demand for immediate gratification. For instance, consumers now expect services such as free shipping. Retailers both online and physical need to be more service oriented. Price has also been a big factor in retail. According to Nielsen, consumers place price as one of the main driving factors in their shopping preferences. However, that is not the only high-ranking factor. Nielsen also found that high-quality product, convenient location, and product availability are also just as important. (Nielsen) Nielsen also finds that in developing markets, retailers may skip the traditional brick and mortar retail location and move directly into e-commerce. Despite growth amongst online retailing, traditional physical retail locations still serve a purpose and can be improved upon.

FTSE 100 Euro Stoxx 50 CAC 40 IBEX 35 0%

2% Daily Change SOURCE: GRAPHIQ

Source: Bloomberg. As of 9:33AM EST on June 24, 2016

36 URBAN RECON LABS

MARKET RESEARCH 37


03.03

MICROENVIRONMENT

US MENSWEAR MARKET

The US menswear market has also shown growth. According to Mintel, sales for men’s clothing in 2015 was valued at an estimated $67.1 billion USD with a forecasted $69.2 billion USD for 2016. For the US markets, Mintel also finds that male consumers aged 25-34 are more likely to spend more on clothing in 2016 as compared to 2015. Additionally, men with income over $50K also drive the growth in men’s apparel spending. (Mintel) When comparing Urban, Suburban, and Rural markets, Urban males are more likely to increase their personal spending on apparel. Overall, Mintel states that 60% of males aged 25-34 are more likely to spend more on clothing in 2016 compared to only 32% of all males.

According to the Bureau of Labor Statistics, in 2013 consumers under the age of 25 spent an average of $1,513 on clothing while consumers aged 25-34 and 35-44 spent an average of $1,832 and $1,960, respectively. Mintel also finds that’s the increase in men’s apparel sales is relative to the DPI (Disposable Personal Income) of consumers. For example, in 2014 the DPI grew around 4% and men’s apparel sales increased by 4.2%. Likewise, in 2015 the DPI growth averaged to about 3.5% and the sales increase was estimated at 3.7%.(BLS)

Disposable personal income change from previous period, January 2007-December 2015

SOURCE: MINTEL SOURCE: MINTEL

38 URBAN RECON LABS

MARKET RESEARCH 39


US ACTIVEWEAR + ATHLEISURE MARKET

With the global athletic wear industry growing it is important to note the United States‘ share in the industry. According to Morgan Stanley, the North American region was the largest consumer in activewear in 2014 with a value of $97 billion USD. (Bain) According to Mintel’s findings, the US sales for athletic clothing was valued at $68 billion USD for the same year. Additionally, Mintel also found that both men and women aged 25-34 were the top consumers for apparel. Incidentally, consumers purchasing athletic apparel cited that their first or second reason for doing so was for casual purposes. (Mintel) It was also found that men were slightly more likely to purchase athletic apparel within the last 12 months, as well as being more likely to purchase such garments for casual purposes. (Mintel) When considering income, the higher the household income, the more likely a household will purchase athletic apparel. (Mintel) Households with an income over $100k have the highest rate of athletic apparel purchases. In terms of industry leaders, Nike, Under Armour, and Adidas are the top brands based on market share. Nike currently holds the top spot with 13% of the US market share and $13.7 Billion USD in revenues for North America.

Under Armour comes in second with only 6% market share and $3.4 billion USD in North American revenues. And lastly, Adidas has the third largest market share in the US with 3% and 3 billion USD in North American revenues.

ACTIVEWEAR + ATHLEISURE

SOURCE: QUARTZ

40 URBAN RECON LABS

MARKET RESEARCH 41


US OUTDOOR APPAREL MARKET

For the domestic outdoor apparel market, the US saw $4 billion USD in revenues for 2014. (Leiber) The average US outdoor consumer spends an average of $137 a year on outdoor apparel. (Statista) Additionally, Mintel finds that the consumers most likely to purchase outdoor apparel are between the ages of 1834. In the same vein, consumers in that age group have a higher willingness to spend and are more likely to participate in activities that would require the purchase of outdoor apparel or equipment. Based on their findings, it can also be inferred that males in both the 18-34 age group and 35-44 age group are more likely to make outdoor apparel purchases compared to their female counterparts. (Mintel) Like the activewear and athleisure market, household income affects the market and consumer habits. According to Mintel, households with incomes higher than $100K USD have higher brand awareness with regards to outdoor companies. With increased brand awareness, the same households are more likely to make purchases form outdoor brands. (Mintel) Mintel also finds that in the higher income brackets, brands like Patagonia and The North Face are recognized the most and marketed more exclusively while brands like Columbia and REI appear to be more approachable with peak awareness amongst households with incomes between $100K USD and $150K USD. There has also been a resurgence amongst American heritage brands like Red Wing and L.L.Bean. According to Business of Fashion, Red Wing has seen growth in its heritage product lines in North America along with Asia and Europe. L.L.Bean has seen a growth in the demand for its classic duck boot. In winter of 2014, the product had a waiting list of over 100,000 people. Essentially, heritage products are becoming fashion staples.

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SOURCE: MARCUS TROY

SOURCE: LA SEGUNDA BOUTIQUE

MARKET RESEARCH 43


US RETAIL

In a similar fashion to global retail trends, US online shopping has also increased and is taking away sales from traditional brick and mortar locations. According to Mintel, e-commerce had a compound annual growth rate of 16% between 2010-2014. Despite growth in online sales, brick and mortar locations still make up a larger portion of retail revenue. RetailNext found that brick and mortar retailing is valued at $3.9 trillion USD with 94% of retail sales. (Hartjen) Online retailing, on the other hand, is valued at $294 billion USD. Additionally, Mintel found that Millennials are the most likely to purchase online compared to Gen-X and Baby Boomers. Reflecting the trends found in global retailing, US consumers also expect for online retailers to offer free shipping. Consumers also feel that online retailers offer better prices and deeper discounts on products compared to physical retail stores. When focusing retail trends towards men’s apparel specifically, Mintel found that brick and mortar stores were the most popular channels for men’s apparel purchases. Mintel found that 84% of males make apparel purchases in-store. Despite the dominance of traditional retail channels, online shopping is still a popular option with 54% of males making online apparel purchases. (Mintel) The driving factor for online purchases amongst males is the ease of convenience offered by e-commerce. Looking at e-commerce, it is also found that a majority of online purchases are made using laptops and personal computers leaving mobile platforms like phones and tablets as underutilized distribution channels. Overall, despite growth in e-commerce, traditional brick and mortar retailing are still a viable distribution channel for men’s apparel in the US.

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US MANUFACTURING

Within the last five years, there has been an increased interest in products “Made in the USA”. The rise in “re-shoring” manufacturing to the US has been associated with several trends and factors. The primary reason behind the rise of US manufacturing has been the increase in cost for overseas production; especially in China. In addition, transportation costs have also increased. Essentially, the lower costs that created the appeal towards overseas manufacturing no longer offer as much value as they once did. Additionally, overseas manufacturers have become an issue for smaller companies. In today’s manufacturing climate, overseas manufactures often require large minimum quantities which are impractical and not viable for smaller companies. An additional business benefit to US manufacturing, companies find, is being closer to manufactures thus being able to be faster to market and being able to address consumer demands and issues faster than with overseas production. On the consumer level, there has been a push for US manufacturing both domestically and abroad. Cotton Incorporated found that a “Made in the US” label drove consumer preferences due to an implied sense of quality. US made products are thought to be of higher production quality and produced under strict laws and regulations. Consumers have also been found to be willing to spend more on less when making purchases. (Sherman) This

is especially true in regards to purchasing “Made in the USA” products which tends to demand premium pricing at an average of 40% more than products manufactured overseas. Ironically, there has also been an increased demand for US made products in China. US companies have also begun to increase their domestic production. American heritage brand L.L.Bean expanded its production facility in Maine while Filson built additional manufacturing sites in Washington and Idaho. Athletic companies have also begun making strides to moving some of its production back to the US. Under Armour, for instance, through its Project Glory initiative plans to shift a portion of its production to the Baltimore area at company owned and operated facilities. Currently, the company manufactures some of its speedform footwear in the US through a contractor. Nike has also recently announced plans to move some production back to the US. Adidas owned Reebok currently has a product line manufactured in the US. However, the products offered are limited and focus on specific occupations. The line offers footwear for the postal service, and the military and law enforcement sectors. Domestic production is a trend with continuing growth in the coming years. US retailers have also recognized the increasing demand for domestic products and have begun to react. Retailers are now trying to integrate more domestically produced items into their product assortments. For instance, in 2013 Walmart pledged to spend $50 billion USD over 10 years on US made products. (Davidson) Overall, domestic manufacturing is a viable business practice for a small brand that increases interest and value.

MARKET RESEARCH 45


THE UNITED STATES | PROFILE

OVERVIEW

AGE STRUCTURE

Founded: 1776

Under 5 Years Old: Under 18 Years Old: 65 Years and Over:

Continent: North America

6.2% 22.9% 14.9%

Capital: Washington, D.C. Total Area: 3,531,905.43 sq. mi National Language: English

GENDER RATIO

GDP: $18.2 Trillion USD

At Birth: Under 15: 15-65: Over 65:

GDP Per Capita: $57,220.20

POPULATION

LABOR

Total Population: 321,418,820

Unemployment Rate: 4.7%

Population Growth: 4.1% (2010 – 2015)

Minimum Wage: $7.25/hr. USD

Birthrate: 13.42 births/1000 population

Median Annual Income: $53,657 USD (2014)

ETHNIC MAKE-UP

STATISTICS

White: Black: American Indian and Alaskan Native: Asian: Native Hawaiian and Other Pacific Islander: Two or More Races: Hispanic or Latino: White non-Hispanic or Latino:

46 URBAN RECON LABS

1.05 1.04 1.07 0.75

77.1% 13.3% 1.2% 5.6% .2% 2.6% 17.6% 61.6%

• •

According to Census.gov, over 21.9 million males are between the ages of 25 and 35. At the same time, over 80 percent of the population live in or near urban areas. According to the White House Millennial Report, 47 percent of 25-34 year olds have a postsecondary degree. 40 million people in the American workforce are in creative professions. (Known as the creative class.)

MARKET RESEARCH 47


US POLITICS

With the effects of the Brexit being felt globally, the United States has experienced significant after effects. In the US markets, the days following the vote brought a drop in value amongst all trading markets. The Dow Jones dropped 3.4%, the S&P 500 dropped 3.6%, and the NASDAQ dropped 4.1%. (Bomey) The overall value in the US market was a loss of an estimated $800 billion USD in market value. (Bomey) However, long term affects for US markets have yet to be seen.

US ECONOMICS

Compared to the global economic outlook, the United States paints a picture not too dissimilar than what is seen globally. Like the global economy, the United State’s forecast lost .2 percentage points from initial forecasts by the IMF; dropping down to a predicted 2.4% growth. (Talley) Being considered a developed economy by the ILO, the United States fairs better with unemployment in comparison to the overall global employment rates. As of June 2016, the Bureau of Labor Statistics (BLS) find that the United States holds an unemployment rate of 4.9%. (BLS) For men 20 years and older, there is a 4.3% unemployment rate as of June 2016. (BLS) In terms of trade, according to the WTO the United States was the largest importer of goods in 2014. The WTO shows that the US has 15.9% of the global merchandise imports valuing at over $2.4 trillion USD. (WTO) In comparison, the US is the 3rd largest exporter at 10.7% share of global merchandise exports; valuing at over $1.6 trillion USD. When taking commercial services into consideration, the US is the largest exporter and importer. The US exports a 13.9% share of commercial services valued at $688 billion USD and imports 9.4% share of commercial services, valued at $452 billion USD.

48 URBAN RECON LABS

MARKET RESEARCH 49


SOCIAL | CONSUMER HABITS

According to Mintel, 44% of US consumers in 2016 reported that their financial situation is “healthy”. The newfound “healthy” financial situation allows for consumers to have remaining funds at the end of the month to be saved or to be used on “luxuries”. Spending categories such as dining out, leisure, and entertainment are considered luxuries. ( Mintel) Mintel also finds that a majority of consumers feel that they spend the same or more on every category surveyed. Only 23% of consumers feel that they have spent less on apparel, footwear, and accessories. The Bureau of Labor Statistics reports that between July 2014 and June 2015 household spending increased across all categories except cash contributions. Spending on the apparel and services category had the second highest growth compared to 20132014 at 12.6% leading to an average of $1,885.

SOCIAL | EMERGING MARKETS MILLENNIALS

An emerging market that has been gaining recognition has been the Millennial generation. Members of the Millennial generation, or Millennials as they are most commonly referred to, are defined as individuals born between 1980 and 2000. In terms of population, Millennials are recognized as the largest generation in United States history with 92 million. Not to mention that the Baby Boomer generation is diminishing. There is a lot of consumer potential based on the population alone for Millennials.

PERCEIVED CHANGE IN SPENDING, BY CATEGORY, JANUARY 2016

SOURCE: GOLDMAN SACHS SOURCE: MINTEL

50 URBAN RECON LABS

MARKET RESEARCH 51


Millennials have a different approach to spending and shopping. Millennials are more prone to purchase beyond brand recognition alone. According to Goldman Sachs, Millennials shop with both quality and price in mind. With an increased focus on value amongst Millennial consumers, it has been noted that consumers are buying less but are willing to pay more if they perceive that they are receiving a good value. At the same time a majority of Millennials make purchases online. In 2014, Millennials aged 25-34 shopped the most online at 90% followed by Millennials aged 35-44 at 88% and finally the 16-24 age group at 83%.

SOURCE: GOLDMAN SACHS

SOURCE: GOLDMAN SACHS

52 URBAN RECON LABS

MARKET RESEARCH 53


Millennials are also more likely to focus on health compared to Generation-X and Baby Boomers. For Millennials, being “healthy� goes beyond illness. Instead it is an increased focus on eating right and exercise. In recent years, more people are exercising and building lifestyles around health consciousness. Millennials are using apps to track their fitness and using online

information to find the healthiest food options. Goldman Sachs notes that fitness brands and products are categories that Millennials are willing to spend more money on. There is also an increased disapproval of smoking by younger Millennials. (Goldman Sachs)

SOURCE: GOLDMAN SACHS

SOURCE: GOLDMAN SACHS

54 URBAN RECON LABS

SOURCE: GOLDMAN SACHS

MARKET RESEARCH 55


SOCIAL | MILLENNIAL MALES

With a target consumer base of Millennial males, their media consumption and habits must be understood. Millennials rely heavily on the internet, more specifically social media. Based on their research, Nielsen found that in a 30-day period 70% of Millennial males were utilizing social media compared to just 38% of older males. (Nielsen) Nielsen continues to find that Millennial males stay up to date with companies through social media. (Nielsen) Additionally, Millennial males are proactive in learning about a company or business before making any purchases. (Nielsen) In terms of resonating with Millennial males, it is noted that they best respond to ads that place a perceived ordinary guy in extraordinary situations. (Nielsen) Adding humor is also considered a very successful tactic when trying to reach Millennial males. (Nielsen) In addition, Millennial males have different spending habits than females. According to Nielsen, Millennial males make up 8 percent of the total adult spending across retail categories. (Nielsen) They are close to the spending of Millennial females, which make up 9 percent of total spending across the same categories. (Nielsen) Millennial males are also noted to spend more on shopping trips than females, however, females have more frequent trips. (Nielsen) Such information is important when trying to market to our target consumer base of Millennial males.

SOURCE: NIELSEN

56 URBAN RECON LABS

MARKET RESEARCH 57


SOCIAL | MILLENNIAL MARKETS

Understanding where Millennials live is also important. According to Nielsen the top 10 Millennial markets are Austin, Salt Lake City, San Diego, Los Angeles, Denver, Washington, Houston, Las Vegas, San Francisco, and Dallas-Fort Worth. (Nielsen) For each market, the Millennial population ranges between 14 to 16 percent. (Nielsen) In another survey done by MarketingCharts, the top cities with wealthy Millennials, with incomes at 100K and above, are Washington, DC, San Francisco, Boston, New York, Baltimore, Seattle, San Diego, Austin, Chicago, and Denver. (MarketingCharts) In those areas, wealthy Millennials make up 1.1 to 1.9 percent of the population. (MarketingCharts) Based on the data, we can assume key markets that have a solid concentration of our target consumers.

SOURCE: NIELSEN

SOURCE: MARKETINGCHARTS

58 URBAN RECON LABS

MARKET RESEARCH 59


TECHNOLOGY

In recent years, one of the more popular tech trends has been wearable fitness trackers and fitness apps. Wearable fitness trackers include devices such as the popular FitBit, Nike+ Fuelband, and Under Armour’s UA Band. Smartwatches like Apple Watch and Samsung Gear also have the capability of tracking fitness and run fitness apps. According to MarketWatch, Euromonitor found that in 2015 the wearable electronics retail value was estimated near $12.5 billion USD with a projected growth to 60.9 billion by 2020. (LaMagan) In addition, Mintel found that only 12% of consumers own a fitness tracker while only 7% of consumers own a smartwatch. (LaMagna) However, 16% of consumers plan to purchase a fitness tracker or smartwatch. (LaMagna) The strength in the fitness tracker market helps to emphasize the rise of fitness and exercise amongst consumers, most specifically Millennials.

SOURCE: UABIZ

In addition to technological advancement in the realm of fitness tracking, there have been developments in fitness apparel production as well. Some athletic companies have begun to experiment with new technologies such as 3D printing and body scanning in their design and development processes. For example, Under Armour recently opened a manufacturing and design innovation center in Baltimore called UA Lighthouse. At the Lighthouse complex, Under Armour will be utilizing 3D Design, Body Scanning, 3D printing, and Rapid Prototyping systems. Other athletic brands are also experimenting with 3D printing. Nike, Adidas, and New Balance each have shoes with 3D printed components under development. Between the rise of wearable electronics and the experimentation of manufacturing and design innovations, the athletic market is poised to advance the most. SOURCE: ENGADGET

60 URBAN RECON LABS

MARKET RESEARCH 61


ENVIRONMENT

Environmentalism has become a major issue amongst consumers in regards to apparel purchases. According to Cotton Incorporated, 70% of consumers state that they would be bothered if they found out that a garment they purchased was produced in a noneco-friendly manner. Cotton Incorporated also found that when consumers looks for eco-friendly apparel, the most part of the clothing most likely to be analyzed is the fiber content label, then the hang-tag, and lastly the packaging. The terms that are most likely to drive a consumer’s decision to buy a garment are “100% cotton” and “Made in the U.S.A.” instead of “natural”, “sustainable”, or “environmentally-friendly”. Despite a motivation to buy more eco-friendly garments, consumers do not want to pay more for them.

SOURCE: COTTON INCORPORATED

62 URBAN RECON LABS

Many consumers also feel that garments made in the US are better for the environment compared to imported clothes; about 50% according to Cotton Incorporated. The reasoning, according to consumers, is that products made in the US are manufactured under domestic regulation and environmental protection laws whereas other countries may not have such laws and regulations or follow them. However, some brands have already implemented initiatives for more eco-friendly production. Nike, for example, is the world’s largest user of recycled polyester and utilizes recycled materials for 71% of its footwear and apparel. (Chua) In 2015, Adidas announced an ambitious recycling focused product. SportTechie reports that Adidas is working on soccer cleats made of a recyclable ‘super

material’ that can be returned to Adidas and be completely reused in making a new pair of shoes after the wearer is done with them. In the outdoor apparel category, Patagonia is the most recognized for their environmental awareness. In order to promote corporate responsibility, Patagonia is transparent about their supply chain, as well as have programs and campaigns pushing for consumers to buy less and to keep their worn garments longer. This is seen in their Worn Wear program, an apparel repair service, and their famous “Don’t Buy This Jacket” ad campaign. Overall, the environment has been a rising issue amongst consumers with the athletic and outdoor markets attempting to answer the call.

SOURCE: PATAGONIA

MARKET RESEARCH 63


03.04

LOCATION ANALYSIS

SAN LEANDRO Neighborhood: Commercial

San Leandro makes for the most optimal location based on pricing, convenience, and environment. San Leandro offers the best pricing amongst the three locations. At $1.15 a month per square feet, the monthly rate is estimated at under $2,000 per month. In addition, the space offers an optimal layout in order to have rooms dedicated as office space, conference space, as well as a possible showroom space. The location also allows for easier access for shipping and receiving products and samples due to its close vicinity to the Oakland International Airport. Additionally, San Leandro allows for a more

Address: 2302 Merced Street San Leandro, CA 94577

Total Area: 15 sq. mi Total Area: 1,618 sq. ft. Population: 84,950 Price: $1.15 /sq. ft./month Median Household Income: $65,333 Property Type: Office - R & D Median Age: 39.3 Median Commercial Rent: $20 USD/sq. ft. Minimum Wage: $10.00/hr

Description: 4 Private Offices Conference Room Open Space File Room

affordable workforce with a minimum wage of $10.00 per hour compared to San Francisco’s $13.00 per hour. San Leandro is also a location with an established relationship to the outdoor apparel industry. Until 2013, The North Face was headquartered in San Leandro.

FLOOR PLAN

SOURCE: LOOPNET

64 URBAN RECON LABS

SOURCE: LOOPNET

MARKET RESEARCH 65


03.05

TARGET MARKET PRIMARY: HIGH-END URBAN | STREETWEAR BOUTIQUES Years in Business: 3 Years Minimum

Categories:

Common Brands:

Number of Locations: 5 Maximum

Tops Outerwear Bottoms Footwear Accessories

Acronym Adidas Carhartt WIP Comme des Garcon Neighborhood Nike Wtaps Visvim

Number of Employees: 5- 20 General Price Range: $10 - $1,500

High-End Urban and Streetwear boutiques are finely curated lifestyle shops catering to the demands of the urban consumer. They often carry a unique inventory mixing low end with high end, domestic with international. For instance, you can buy a pair of Nike sneakers and a Rick Owens top at one convenient location. Brands also often utilize these kinds of stores to distribute specialty lines geared

SOURCE: HIGHSNOBIETY

VISVIM

66 URBAN RECON LABS

toward the urban “cool guy” consumer. For instance, a shop will have a special Nike or Adidas account to receive limited edition sneakers that other store, such as Footlocker, would not receive. These stores do not only sell lifestyle products but a sense of exclusivity.

SOURCE: EU KICKS

NEIGHBORHOOD X ADIDAS

SOURCE: ACRONYM

ACRONYM

SOURCE: COMMON KNOWLEDGE

CARHARTT WIP

MARKET RESEARCH 67


THE DARKSIDE INITIATIVE

UNION LOS ANGELES

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

1827 Powell Street San Francisco, CA 94133

Tops Outerwear Bottoms Footwear Accessories

Acronym Carhartt WIP DSPTCH Nike

110 S La Brea Ave Los Angeles, CA 90036

Tops Outerwear Bottoms Footwear Accessories

Acronym DSPTCH Nike OAMC

Years in Business: 9 Years Price Range: $25 - $1,500

Price Range: $10 - $3,500 Website: www.darksidesf.com

Website: www.unionlosangeles.com

Facebook Followers: 1,689

Facebook Followers: 7,079

Twitter Followers: N/A

Twitter Followers: 6,640

Instagram Followers: 4,172

Instagram Followers: 42.3K

SOURCE: THE DARKSIDE INITIATIVE

68 URBAN RECON LABS

Years in Business: 27 Years

SOURCE: UNION

MARKET RESEARCH 69


REVIVE

NOTRE

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

157 W Maple Rd, Birmingham, MI 48009

Tops Outerwear Bottoms Footwear Accessories

Acronym OAMC Visvim Whiz Limited

5202 N. Clark St. Chicago, IL 60640

Tops Outerwear Bottoms Footwear Accessories

Acronym Carhartt WIP Stone Island Visvim

Years in Business: 10 Years Price Range: $15 - $5,000

Price Range: $10 - $2,500 Website: www.revivemi.com

Website: www.notre-shop.com

Facebook Followers: 13,348

Facebook Followers: 1,799

Twitter Followers: 25.7K

Twitter Followers: 7,541

Instagram Followers: 23.4K

Instagram Followers: 37.2K

SOURCE: ARCH-REVIVAL

70 URBAN RECON LABS

Years in Business: 3 Years

SOURCE: NOTRE

MARKET RESEARCH 71


ST. ALFRED

BODEGA

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

1531 N. Milwaukee Ave Chicago, IL 60622

Tops Outerwear Bottoms Footwear Accessories

Acronym Carhartt WIP DSPTCH Visvim

6 Clearway St. Boston, MA 02115

Tops Outerwear Bottoms Footwear Accessories

Acronym Carhartt WIP Penfield Stone Island

Years in Business: 11 Years Price Range: $10 - $3,500

Price Range: $10 - $1,500 Website: www.saintalfred.com

Website: www.shop.bdgastore.com

Facebook Followers: 6,378

Facebook Followers: 22.7K

Twitter Followers: 14.1K

Twitter Followers: 40.7K

Instagram Followers: 37K

Instagram Followers: 127K

SOURCE: THE HUNDREDS

72 URBAN RECON LABS

Years in Business: 10 Years

SOURCE: VERGE CAMPUS

MARKET RESEARCH 73


NEED SUPPLY CO.

MACHUS

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

3100 West Cary Street Richmond, VA 23221

Tops Outerwear Bottoms Footwear Accessories

Carhartt WIP DSPTCH Stone Island Visvim

542 East Burnside St Portland, OR 97214

Tops Outerwear Bottoms Footwear Accessories

DSPTCH Project A Y-3

Years in Business: 20 Years Price Range: $20 - $1,500

Price Range: $10 - $1,500 Website: www.needsupply.com

Website: www.machusonline.com

Facebook Followers: 64.5K

Facebook Followers: 6,323

Twitter Followers: 17.1K

Twitter Followers: 15.4K

Instagram Followers: 105K

Instagram Followers: 37.7K

SOURCE: RVA BLOG

74 URBAN RECON LABS

Years in Business: 5 Years

SOURCE: MACHUS

MARKET RESEARCH 75


TODAY CLOTHING

THE CLASSROOM

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

215 S. Fourth Ave Ann Arbor, MI 48104

Tops Outerwear Bottoms Footwear Accessories

Carhartt WIP Nanamica Snow Peak

2534 Amherst Street Houston, TX 77005

Tops Outerwear Bottoms Footwear Accessories

Carhartt WIP Reigning Champ

Years in Business: 3 Years

Years in Business: 5 Years

Price Range: $10 - $1,500

Price Range: $10 - $1,000 Website: www.todayclothing.com

Website: www.theclassroomshop.com

Facebook Followers: 1,310

Facebook Followers: 1,967

Twitter Followers: N/A

Twitter Followers: 949

Instagram Followers: 3,879

Instagram Followers: 6,154

SOURCE: 3SIXTEEN

76 URBAN RECON LABS

SOURCE: THE CLASSROOM

MARKET RESEARCH 77


COMMONWEALTH

CONCEPTS

Number of Locations: 2

Categories:

Relatable Brands:

Number of Locations: 2

Categories:

Relatable Brands:

1781 Florida Ave. NW Washington DC, 20009

Tops Outerwear Bottoms Footwear Accessories

Carhartt WIP Reigning Champ

37 Brattle Street Cambridge, MA 02138

Tops Outerwear Bottoms Footwear Accessories

Visvim Y-3

701 Lynnhaven Pkwy. Suite 5-05A Virginia Beach, VA 23452

225 Hudson Street New York, NY 10013

Years in Business: 12 Years Price Range: $10 - $1,000

Years in Business: 20 Years Website: www.commonwealth-ftgg.com

Website: www.cncpts.com

Facebook Followers: 8,179

Facebook Followers: N/A

Twitter Followers: 10.3K

Twitter Followers: 58.4K

Instagram Followers: 20.3K

Instagram Followers: 294K

SOURCE: COMMONWEALTH

78 URBAN RECON LABS

Price Range: $10 - $1,000

SOURCE: CONCEPTS

MARKET RESEARCH 79


SECONDARY: HERITAGE | OUTDOOR BOUTIQUES Years in Business: 3 Years Minimum

Categories:

Common Brands:

Number of Locations: 5 Maximum

Tops Outerwear Bottoms Footwear Accessories Equipment

3 Sixteen Carhartt WIP Engineered Garments Filson Nanamica Poler Snow Peak Visvim

Number of Employees: 5- 20 General Price Range: $15 - $1,500

Heritage and Outdoor stores are lifestyle boutiques geared towards the more rustic consumer. Function over form becomes a key factor when merchandising for such stores. However, product offerings are not always limited to heritage products. With todays technological landscape, it is not uncommon to see heavy duty technical jackets from the likes of Arc’Teryx with the more classic

garments of Filson or Pendleton. As long as there is a focus on functionality, it is a viable fit. Occasionally, fashion oriented specialty lines from some outdoor brands can also be found at these kinds of boutiques.

SOURCE: ENGINEERED GARMENTS

ENGINEERED GARMENTS

80 URBAN RECON LABS

SOURCE: HYPEBEAST

POLER

SOURCE: HYPEBEAST

NANAMICA

SOURCE: OUTDOOR AESTHETICS

SNOW PEAK

MARKET RESEARCH 81


STANDARD AND STRANGE

PORTLAND DRY GOODS Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

237 Commercial St. Portland, ME 04101

Tops Outerwear Bottoms Footwear Accessories Equipment

Battenwear Canada Goose Reigning Champ Snow Peak

5010 Telegraph Avenue Oakland, CA 94609

Tops Outerwear Bottoms Footwear Accessories Equipment

Filson Levi’s Commuter Reigning Champ

Years in Business: 8 Years Price Range: $50 - $1,000

Price Range: $10 - $2,000

Website: www.portlanddrygoods.com

Website: www.standardandstrange.com

Facebook Followers: 889

Facebook Followers: 3,134

Twitter Followers: 836

Twitter Followers: 322

Instagram Followers: 2,914

Instagram Followers: 11.2K

SOURCE: PORTLAND DRY GOODS

82 URBAN RECON LABS

Years in Business: 4 Years

SOURCE: LEISURE LIST

MARKET RESEARCH 83


MILD BLEND SUPPLY CO.

UNA MAES

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

1342 N. Milwaukee Ave. Chicago IL 60622

Tops Outerwear Bottoms Footwear Accessories Equipment

Arc’Teryx Veilance Canada Goose Nanamica G-Lab

1528 N. Milwaukee Ave. Chicago, IL 60622

Tops Outerwear Bottoms Footwear Accessories Equipment

ourCaste Penfield Poler Woolrich White Label

Years in Business: 4 Years Price Range: $25 - $1,500

Price Range: $20 - $1,000

Website: www.mildblend.com

Website: www.unamaeschicago.com

Facebook Followers: 3,145

Facebook Followers: 1,642

Twitter Followers: N/A

Twitter Followers: 177

Instagram Followers: 28.6K

Instagram Followers: 2,709

SOURCE: 3SIXTEEN

84 URBAN RECON LABS

Years in Business: 19 Years

SOURCE: JACKTHREADS

MARKET RESEARCH 85


DSPTCH

COMMUNION

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

786 Valencia St. San Francisco, CA 94110

Tops Outerwear Bottoms Footwear Accessories Equipment

DSPTCH Cold Smoke (Multee)Project Snow Peak

3556 SE Hawthorne Blvd Portland, OR 97214

Tops Outerwear Bottoms Footwear Accessories Equipment

Fjällräven Levi’s Commuter ourCaste Poler

Years in Business: 6 Years Price Range: $10 - $500

Price Range: $20 - $500

Website: www.dsptch.com

Website: www.communionpdx.com

Facebook Followers: 10,221

Facebook Followers: 772

Twitter Followers: 1,911

Twitter Followers: 96

Instagram Followers: 23.4K

Instagram Followers: 1,356

SOURCE: HYPEBEAST

86 URBAN RECON LABS

Years in Business: 4 Years

SOURCE: COMMUNION

MARKET RESEARCH 87


SEAMS

SPORTIQUE

Number of Locations: 1

Categories:

Relatable Brands:

Number of Locations: 1

Categories:

Relatable Brands:

427 E. 1st Street Long Beach, CA 90814

Tops Outerwear Bottoms Footwear Accessories Equipment

Patagonia Pendleton Gramicci

808 Sutter Street San Francisco, CA 94109

Tops Outerwear Bottoms Footwear Accessories Equipment

Arc’Teryx Helly Hansen Lexdray Poler

Years in Business: 13 Years Price Range: $20 - $1,000

Years in Business: 6 Years Price Range: $10 - $2,500

Website: www.seamsboutique.com

Website: www.sportique.com

Facebook Followers: 43

Facebook Followers: 9,254

Twitter Followers: 1

Twitter Followers: 163

Instagram Followers: 571

Instagram Followers: 563

SOURCE: THE HUNDREDS

88 URBAN RECON LABS

SOURCE: INTERIOR DESIGN FAIR

MARKET RESEARCH 89


WELCOME STRANGER

WESTERLIND

Number of Locations: 2

Categories:

Relatable Brands:

Number of Locations: 3

Categories:

Relatable Brands:

460 Gough St San Francisco, CA 94102

Tops Outerwear Bottoms Footwear Accessories Equipment

Carhartt WIP Nanamica Patagonia Stone Island

31 Spring St New York, NY 10012

Tops Outerwear Bottoms Footwear Accessories Equipment

And Wander Battenwear F/CE Snow Peak

2633 Ashby Ave. Berkeley, CA 94705 Years in Business: 6 Years Price Range: $10 - $500

Website: www.welcomestranger.com

2003 Larkspur Landing Cir Larkspur, CA 94939 Years in Business: 5 Years

Facebook Followers: 1,586

Price Range: $15 - $1,500

Twitter Followers: 1,057 Instagram Followers: 9,353

Website: www.westerlindoutdoor.com Facebook Followers: 1,477 Twitter Followers: N/A Instagram Followers: 8,325

SOURCE: TIME OUT

90 URBAN RECON LABS

3900 N Wolf Creek Dr Eden, UT 84310

SOURCE: GRIFFIN LOOP

MARKET RESEARCH 91


TERTIARY: ONLINE SPECIALTY STORES Years in Business: 3 Years Minimum

Categories:

Common Brands:

General Price Range: $15 - $5,000

Tops Outerwear Bottoms Footwear Accessories Equipment

Arc’Teryx Veilance Carhartt WIP Engineered Garments Nanamica Neighborhood Snow Peak Visvim White Mountaineering

Due to the general rarity and reclusivity of specialty boutiques, online retailers become key. The best options would be to sell through menswear online retailers and specialty outdoor retailers. The menswear online retailers to target will carry brands that are found in the Urban boutiques. The same logic applies to the specialty outdoor sites. An ideal outdoor retailer will have the same feel as the

heritage boutiques. Brands offered will be a mix of the more technical outdoor brands and heritage labels. The online distributors will be an extension of the same in-store experience offered at the brick and mortar locations.

SOURCE: HYPEBEAST

ARC’TERYX VEILANCE

92 URBAN RECON LABS

SOURCE: HYPEBEAST

NEIGHBORHOOD

SOURCE: WGSN

WHITE MOUNTAINEERING

SOURCE: STYLE ENGINE

VISVIM

MARKET RESEARCH 93


MR. PORTER

REVOLVE-MAN

Headquarters:

Categories:

Relatable Brands:

Headquarters:

Categories:

Relatable Brands:

100 5th Ave New York, NY 10011

Tops Outerwear Bottoms Footwear Accessories Equipment

Arc’Teryx Veilance Patagonia Snow Peak Stone Island

16800 Edwards Road Cerritos, CA 90703

Tops Outerwear Bottoms Footwear Accessories Equipment

Arc’Teryx Carhartt WIP Patagonia Poler

Years in Business: 5 Years Price Range: $15 - $10,000

Price Range: $15 - $1,500

Website: www.mrporter.com

Website: www.revolve.com

Facebook Followers: 464.9K

Facebook Followers: 4,098

Twitter Followers: 226K

Twitter Followers: 36.7K

Instagram Followers: 720K

Instagram Followers: 27.1K

SOURCE: MR. PORTER

94 URBAN RECON LABS

Years in Business: 13 Years

SOURCE: REVOLVE

MARKET RESEARCH 95


EAST DANE

HUCKBERRY

Years in Business: 3 Years

Categories:

Relatable Brands:

Headquarters:

Categories:

Relatable Brands:

Price Range: $5 - $6,500

Tops Outerwear Bottoms Footwear Accessories Equipment

Arc’Teryx Veilance Carhartt WIP Snow Peak White Mountaineering

290 Utah Street San Francisco, CA 94103

Tops Outerwear Bottoms Footwear Accessories Equipment

Isaora Mission Workshop Mountain Standard Poler

Price Range: $10 - $600

Website: www.eastdane.com

Website: www.huckberry.com

Facebook Followers: 274K

Facebook Followers: 134K

Twitter Followers: 1,991

Twitter Followers: 31.1K

Instagram Followers: N/A

Instagram Followers: 181K

SOURCE: EAST DANE

96 URBAN RECON LABS

Years in Business: 6 Years

SOURCE: HUCKBERRY

MARKET RESEARCH 97


03.06

TARGET CONSUMER

SOURCE: GARRETT LEIGHT

SOURCE: HAVEN

98 URBAN RECON LABS

SOURCE: SUPREME

MARKET RESEARCH 99


PRIMARY TARGET CONSUMER

MIKE

DEMOGRAPHICS

MEDIA PREFERENCES

• • • • • •

• • • • • •

Males Aged 25-34 Single or Married College Educated Creative professional Makes $55K to $100K a year Lives in or near Urban Areas

• • •

Reads magazines such as GQ, Slam, Fast Company and Complex. Reads blogs such as Hypebeast, Highsnobiety, Selectism, and Cool Hunting. Uses streaming services for Film and TV Heavy user of smart phones and apps. Main social media are Pinterest, Instagram Snapchat, LinkedIn, Facebook, and Twitter. Owns a next-gen game console such as a PS4 or X-Box One.

PSYCHOGRAPHICS

BEHAVIORS

• • • • • • • • • • • • • • •

• •

Early adopter Adventurous Not afraid to indulge Focus on gratification Has disposable income Appreciates quality Easy going style Independent Tech savvy Interested in fitness and health Curious and inquiring Always looking to reform or improve Fashion conscious Not concerned with following trends Brand lifestyle and culture focused

100 URBAN RECON LABS

• • •

• •

Age: 27 Single College Educated Graphic Designer Makes $55K a year Lives in Oakland, CA

Mike is a graphic designer working out of San Francisco, CA. He lives in Oakland in a studio he shares with roommates in order to save money. In order to get to work he bikes from his home to the BART or bus stop. During the BART or bus ride, Mike likes to check his social media like Facebook and Instagram. After the ride, he bikes the remaining distance to his office. After returning home from work, Mike would go to the gym or go for a run before dinner. On occasions Mike comes home early and enjoys happy hour with his roommates or friends. On lazy nights, Mike enjoys binge watching on TV shows and surfing the internet. On the weekends, he enjoys having brunch with his girlfriend or having date nights at the local cinema. Mike and his girlfriend also enjoy going shopping in San Francisco in order to shop at boutiques and higher end department stores. When shopping, Mike likes to look for clothing brands that he feels resonates with his hobbies and interests. He tends to focus on Japanese cult-labels, like Neighborhood and WTAPS, as well as purchase technical and athletic apparel, from brands like Nike or The North Face. Due to budgeting concerns, Mike aspires to one day include high-end technical brands such as Acronym, Arc’Teryx Veilance, and White Mountaineering into his wardrobe. With his preferred and aspirational brand association, Mike can be classified as a stereotypical “hypebeast”.

Prefers to shop in boutiques. Not afraid to go to department stores and malls. Prefers to dress casually. Enjoys going to the gym. Likes to be active such as running, hiking, biking, skateboarding, or snowboarding. Enjoys watching and playing sports like basketball. Enjoys social gatherings and the opportunity to grow their network.

SOURCE: HAVEN

MARKET RESEARCH 101


SECONDARY TARGET CONSUMER

WILLIAM

DEMOGRAPHICS

MEDIA PREFERENCES

• • • • • •

• • • • • •

Males Aged 35-44 Married College Educated Junior Level Executive Makes $75K to $200K a year Lives in or near Urban Areas

• • • • • •

Reads magazines such as GQ, Forbes, Men’s Health and ESPN. Reads blogs such as Selectism, Adventure Journal, Gear Patrol and Cool Hunting. Uses streaming services for Film and TV Also subscribes to a cable or satellite service. Heavy user of smart phones and apps. Owns a Tablet Main social media are LinkedIn and Facebook. Owns a next-gen game console.

PSYCHOGRAPHICS

BEHAVIORS

• • • • • • • • •

• •

• • • • •

Adventurous Family oriented Has disposable income Appreciates quality Desires and prefers comfort and function Focus on durability Values time and convenience Tech savvy Invests in and maintains gear for his outdoor interests Interested in fitness and health Always looking to reform or improve Fashion aware Does not focus on trends Brand lifestyle and culture focused

102 URBAN RECON LABS

• • • • • • •

Age: 39 Married College Educated Senior Accountant Makes $175K a year Lives in Portland, OR

William is a senior level accountant living with his family in Portland, Oregon. In order to commute to the office, William has to drive in. In order to get some fitness into his busy schedule, William will often go for walks during breaks and lunch. As a result, he is often exposed to the elements. William, therefore invests heavily in weather appropriate apparel from brands like The North Face and Mountain Hardwear. However, he desires for his weather resistant apparel to look more work appropriate for an easier transition from the outdoors to the office. After work, Will spends his nights with his wife and family. They often watch TV together or play a board game. On the weekends, they can be found going on family outings like hiking or biking. On vacations, William takes his family into the rural areas for camping. Living in Portland allows for William to gain an appreciation for the outdoors.

Prefers to shop on-line and locally. Has a curated selection of boutiques he frequents. Prefers to dress business casual. Enjoys going to the gym. Likes to be active such as running, hiking, biking, or camping. Enjoys following sports like basketball, baseball and soccer. Enjoys spending time with his family. Takes family on traveling vacations. Enjoys casual social gatherings.

William likes to reserve some time for himself, usually before bed. During his personal time, he will most likely go on his tablet to read online news sites and blogs. However, its not a rare site to see William sneak a round of gaming or two on his Xbox One. William is the “new age” family man.

SOURCE: GARRETT LEIGHT

MARKET RESEARCH 103


TERTIARY TARGET CONSUMER

JD

DEMOGRAPHICS

MEDIA PREFERENCES

• • • • • •

• •

• • • • • •

Males Aged 18-24 Single High-School Educated Student/Administrative Assistant Make $15K to $50K a year + Parents Lives in or near Urban Areas

• • •

Reads Slam, Sneeze and Complex online. Reads blogs such as Highsnobiety, Sneaker News, and Freshness Mag. Uses streaming services for Film and TV Heavy user of smart phones and apps. Main social media are Snapchat, Instagram, Twitter, Tumblr, and Periscope Wearing out his next-gen game console such as a PS4 or X-Box One.

PSYCHOGRAPHICS

BEHAVIORS

• • • • • • • • •

• •

Adventurous Not afraid to indulge Focus on gratification Has some disposable income Tech savvy Curious and inquiring Fashion conscious to fit in Focus on trends to stay cool Focus on brand despite perceived lifestyle association.

• • • •

Age: 21 Single High School Educated Student/Retail Associate Makes $20K a year + Loans + Parents Lives in New York, NY

JD is a college student in New York earning a bachelor’s degree in Business Administration with a minor in music production. Despite his school studies, JD also has interest in fashion and works retail at a streetwear boutique in SoHo. On the weekends, JD likes to go clubbing or to college house parties where he likes to dance and enjoy the music. With his interest in fashion, JD is often found reading blogs like Hypebeast and Freshness Mag during his free time. JD can often be found amongst the first in line for the next hot release whether it is new Yeezy sneakers or the latest collection from Supreme. By being born and raised in an area like New York, JD has grown aware of how harsh weather can be and desires clothing that can perform while not inhibiting him form expressing his style.

Shops in-store and online. Usually goes to the mall but enjoys visiting boutiques when possible. Prefers to dress casually. Likes to be active such as fixed gear biking, skateboarding, or surfing. Enjoys sports like basketball or football. Frequents social gatherings and the opportunity to grow their network.

JD also has deep aspirations to be famous. Using his minor studies in music production, JD often produces beats for his friends to rap on and can be seen in Youtube music videos. He can also be seen taking selfies on Snapchat and streaming on Periscope. JD is the quintessential “creative urban youth”.

SOURCE: SUPREME

104 URBAN RECON LABS

MARKET RESEARCH 105


106 URBAN RECON LABS

MARKET RESEARCH 107


03.07

COMPETITORS ANALYSIS DIRECT COMPETITORS

108 URBAN RECON LABS

INDIRECT COMPETITORS

MARKET RESEARCH 109


LEVI’S COMMUTER

LEVI’S SKATEBOARDING

Started: 2011

Started: 2013

Price Range: $20-$200

Price Range: $30-$100

Distribution: Boutiques Department Stores Flagship Stores Online

Distribution: Skate Shops Categories: Tops Outerwear Bottoms

Levi’s, the classic American clothing brand, has recently released two product lines that offer functionality while being fashionable. Each line offers functional fabrication and details catered to the specific needs of its target end-user.

Categories: Tops Outerwear Bottoms Accessories

Started: 1853

Description: Product line offering apparel geared towards biking in an urban environment. Garments in this line offers functional benefits such as being water-resistant, stretchable, and anti-microbial.

Description: Product line offering apparel built to last against the abuse caused from skateboarding. The main feature of the line are denim pants made with a heavy-duty yet stretchable fabric for comfort and durability.

Strengths: • Large global brand recognition • Large consumer following • Access to a large and storied product archive • Easy to find distributors

Weaknesses: • Performance product have small product offering • Semi-limited distribution for performance product

Headquarters Address: 1160 Battery St. San Francisco, CA 94111 CEO: Chip Bergh Distribution: Boutiques Department Stores Flagship Stores Online Categories: Tops Outerwear Bottoms Footwear Accessories

SOURCE: BIKERIDR

110 URBAN RECON LABS

MARKET RESEARCH 111


SOURCE: HYPEBEAST

112 URBAN RECON LABS

SOURCE: HYPEBEAST

MARKET RESEARCH 113


Strengths: • Access to highly technical fabrics and trims • Large cult following • Collaborates with well known brands such as Nike and Stone Island. • Own factories in Europe for better quality control and more efficient production.

Weaknesses: • Product has an extremely high price • Limited distribution • Not enough brand awareness • Higher costs and overhead due to owning their factories

Acronym is a German based label designing and manufacturing highly technical garments. The garments offers functional properties such as breathable protection from the elements and being packable. Due to their fabrication and construction, Acronym offers some of the most expensive technical products on the market.

Started: 2002 Headquarters Address: Zuccalistrasse 1 80639 Munich Germany CEO: Errolson Hugh + Michaela Sachenbacher Distribution: Boutiques Online Categories: Tops Outerwear Bottoms Accessories Price Range: $100-$1,500

SOURCE: ACRONYM

114 URBAN RECON LABS

MARKET RESEARCH 115


SOURCE: ACRONYM

116 URBAN RECON LABS

SOURCE: ACRONYM

MARKET RESEARCH 117


Strengths: • Access to highly technical fabrics and trims • Large cult following • Collaborates with well known brands such as Adidas, Barbour, and Burton. • Majority of products are manufactured in Japan • Debuts collections via fashion shows.

Weaknesses: • Product has an extremely high price • Limited distribution • Not enough brand awareness • Higher production costs due to Japanese manufacturing. • Mission statement states that the brand has, “The attitude of not submitting to sales or market needs.”

Started by Yosuke Aizawa in 2006, White Mountaineering offers a fashion-focused take on outdoor apparel. As mentioned in its mission statement, the label attempts to fuse design, utility, and technology without “submitting to sales or market needs.”

Started: 2006 Headquarters Address: 2F 2-7 ,Sarugaku-cho,Shibuya-ku, Tokyo,Japan 150-0033 CEO: N/A Distribution: Boutiques Online Categories: Tops Outerwear Bottoms Accessories Price Range: $55-$1,000

SOURCE: WGSN

118 URBAN RECON LABS

MARKET RESEARCH 119


SOURCE: WGSN

120 URBAN RECON LABS

SOURCE: WGSN

MARKET RESEARCH 121


Strengths: • Growing brand recognition • Growing consumer following • Access to industry know-how from experience with Lululemon.

Weaknesses: • Semi-small product offering • Higher price point • Limited performance benefits • Limited distribution due to limited number of stores • Brand is constantly expanding which can lead to financial troubles in the future.

Founded by the wife and son of Lululemon’s co-founder, Kit and Ace creates high-end casual apparel fabricated in performance and technical textiles. As Kit and Ace puts it, “We took the best principles of athletic design and applied them to clothing you can wear all day.”

Started: 2014 Headquarters Address: 123 W 7th Ave Vancouver, BC V5Y 1K6, Canada CEO: N/A Distribution: Flagship Stores Online Categories: Tops Outerwear Bottoms Accessories Price Range: $50-$500

SOURCE: KIT & ACE

122 URBAN RECON LABS

MARKET RESEARCH 123


SOURCE: KIT & ACE

124 URBAN RECON LABS

SOURCE: KIT & ACE

MARKET RESEARCH 125


MAINLINE

SPECIALTY LINES

Started: 1968

Asia: Purple Label White Label Urban Exploration Unlimited

Price Range: $10-$1,000 Distribution: Retail Chains Department Stores Flagship Stores Online

Europe: Red Label Black Label

Price Range: $30-$1,000 Distribution: Boutiques Online

As one of the most popular outdoor brands, The North Face has placed a heavy focus on performance and functionality. However, for International markets, specifically Asia and Europe, there are specialty lines fusing performance with fashion.

Categories: Tops Outerwear Bottoms Footwear Accessories Equipment

Started: 1968

Description: The North Face mainline products are performance driven focusing on functionality for the outdoor athlete. Their mainline offers products for hiking, climbing, running, training, and snowsports. At one point, the label also made products for biking, but those products have been discontinued.

Description: In foreign markets, The North Face and its license holders, have developed apparel lines that fuses the company’s technical know how with fashionable, street-ready, style.

Strengths: • Large global brand recognition • Large consumer following • Access to a large and storied product archive • Easy to find distributors • More brand recognition due to specialty lines and collaborations. • Access to the best technical fabrics and trims.

Weaknesses: • Fashion oriented product limited to specific international markets. • Fashion product has higher price point. • US mainline lacks product geared towards the urban consumer. • Since the specialty lines are handled by external license holders and distributors, the US branch is unable to sell the product in the US.

Headquarters Address: 2321 N Loop Road Alameda, CA 94502 CEO: Geoffrey D. Lurie Distribution: Boutiques Department Stores Flagship Stores Online Categories: Tops Outerwear Bottoms Footwear Accessories Equipment

Categories: Tops Outerwear Bottoms Accessories

SOURCE: THE NORTH FACE

126 URBAN RECON LABS

MARKET RESEARCH 127


SOURCE: HYPEBEAST

128 URBAN RECON LABS

SOURCE: HYPEBEAST

MARKET RESEARCH 129


Being one of the world’s largest leading sports brands has allowed Nike to go beyond the athletic environment and explore the world of fashion. Throughout its history, Nike has made several attempts at garnering attention from the fashion crowd. Currently, Nike’s foray into fashion is being lead by NikeLab and its many collaborative efforts. The rebirth of Nike’s ACG line is a fruit of those efforts. Started: 1964 Headquarters Address: One Bowerman Drive Beaverton, OR 97005 CEO: Mark Parker Distribution: Boutiques Department Stores Flagship Stores Online Categories: Tops Outerwear Bottoms Footwear Accessories Equipment

NIKELAB

NIKE ACG

Started: 2014

Re-Started: 2015

Price Range: $20-$500

Price Range: $50-$750

Distribution: Boutiques Flagship Stores Online

Distribution: Boutiques Flagship Stores Online

Categories: Tops Outerwear Bottoms Footwear Accessories

Categories: Tops Outerwear Bottoms Footwear Accessories

Description: Originally conceived as a retail concept, Nike Lab has evolved into a sub-brand of Nike that offers fashion-oriented performance gear. Through the Nike Lab branding, Nike has released collaborative collections with designers like Kim Jones and Riccardo Tisci.

Description: Started in the 1980’s, ACG (All Conditions Gear) was Nike’s foray into outdoor apparel, footwear, and equipment. By the early 2000’s, the label had all but disappeared. In 2015, the brand was relaunched with the help of Acronym’s Errolson Hugh as a technical apparel line geared toward the urban consumer.

Strengths: • Large global brand recognition • Large consumer following • Access to a large and storied product archive • Easy to find distributors • Access to fashion designers and influencers for specialty collaborations. • Access to the best technical fabrics and trims.

Weaknesses: • Fashion product line has limited product offerings. • Fashion product has limited distribution. • Fashion product has higher price point than mainline products.

SOURCE: HYPEBEAST

130 URBAN RECON LABS

MARKET RESEARCH 131


SOURCE: NIKE

132 URBAN RECON LABS

SOURCE: NIKE

MARKET RESEARCH 133


COMPETITIVE ANALYSIS

OUR BRAND

PRODUCTS

OUR BRAND

DIRECT COMPETITORS

INDIRECT COMPETITORS

URBAN RECON LABS

LEVI'S COMMUTER

LEVI'S SKATEBOARDING

ACRONYM

WHITE MOUNTAINEERING

URBAN RECON LABS

KIT & ACE

THE NORTH FACE

THE NORTH FACE SPECIALTY LINES

NIKELAB

NIKE ACG

TOPS

TOPS

TOPS

TOPS

TOPS

TOPS

TOPS

TOPS

TOPS

TOPS

TOPS

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

OUTERWEAR

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

BOTTOMS

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

ACCESSORIES

BAGS

BAGS

BAGS

BAGS

BAGS

BAGS

FOOTWEAR

FOOTWEAR

BAGS

PRODUCTS

FOOTWEAR EQUIPMENT PRICE

$20 - $2,500

$20 - $200

$30 - $100

$100 - $1,500

$55 - $1,000

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

BLOGS

BLOGS

BLOGS

BLOGS

BLOGS

PRICE

$20 - $2,500

$50 - $500

$10 - $1,000

$30 - $1,000

$20 - $500

$50 - $750

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

SOCIAL MEDIA

BLOGS

BLOGS

BLOGS

BLOGS

BLOGS

BLOGS

RETAIL CHAINS

BOUTIQUES

BOUTIQUES

BOUTIQUES

ONLINE

ONLINE

ONLINE

ONLINE

ONLINE

FLAGSHIP STORES

FLAGSHIP STORES

FLAGSHIP STORES

FLAGSHIP STORES

PROMOTION

PROMOTION MAGAZINES

MAGAZINES

MAGAZINES

OUTDOOR

OUTDOOR

PLACE (DISTRIBUTION)

BOUTIQUES

BOUTIQUES

ONLINE

ONLINE FLAGSHIP STORES DEPARTMENT STORES

134 URBAN RECON LABS

SKATE SHOPS

BOUTIQUES

BOUTIQUES

ONLINE

ONLINE

BOUTIQUES

PLACE (DISTRIBUTION)

ONLINE

DEPARTMENT STORES

MARKET RESEARCH 135


BRAND POSITIONING

PERFORMANCE ORIENTED DESIGN

MINIMUM PERFORMANCE FUNCTIONALITY

MAXIMUM PERFORMANCE FUNCTIONALITY

FASHION ORIENTED DESIGN

136 URBAN RECON LABS

MARKET RESEARCH 137


03.08

SWOT ANALYSIS

STRENGTHS

WEAKNESSES

• •

• • •

Emphasis on functional design. Higher quality assurance for production due to domestic manufacturing. Product offers protection and function while remaining stylish.

• •

THREATS

• •

• •

• • •

• •

Despite its weaknesses and threats, Urban Recon Labs still have something to offer consumers. These become the brand’s strengths. The brand’s emphasis on functional design is its strongest asset. Through the fusion of classic menswear with technical fabrication and details, the wearer can be confident in his protection and style. Additionally with a focus on domestic manufacturing, Urban Recon Labs is able to have better quality control. The brand will not have to deal with obstacles such as language barriers and distance when communicating with factories. Any issues that should arise can be addressed more rapidly and accurately. Overall, Urban Recon Labs will be the high quality, fashionable answer to the cool guy’s technical needs.

WEAKNESSES

As a new brand, Urban Recon Labs will have several weaknesses to be addressed. The most important weakness is the lack of brand recognition. Being a new brand makes it harder to find distributors willing to take a chance on an unproven label. At the same time, it is harder to gain recognition by the target audience when there are already well-established companies with achieved prestige and proven results.

No brand recognition Very little industry experience Harder to source the necessary technical fabrics and trims due to being new. Harder to source domestic vendors with the necessary capabilities. Limited amount of capital to operate the most efficiently and effectively

OPPORTUNITIES Growth in the menswear market. More men are becoming fashion conscious and shopping more. The increased focus on health and fitness among Millennials. The growth of the athletic apparel market. The rise of athleisure.

STRENGTHS

The raising costs of materials. The higher costs of labor for domestic manufacturing. The increase of competition (new brands and product lines) in the athletic market. The oversaturation in the athletic market and the burst of the bubble formed by it.

In the same vein, the founder of the company has bare minimum industry experience. Some newer brands are able to overcome the brand recognition obstacle by being founded by a veteran or rising star of the industry and therefore can replace brand recognition with personal reputation, talent, and experience. However, for Urban Recon Labs, the founder has some minor experience that can be utilized by the sprouting brand. The lack of brand recognition combined with the lack of experience results in sourcing

138 URBAN RECON LABS

MARKET RESEARCH 139


issues. Without an establish brand or designer behind Urban Recon Labs, it will be harder to find technical fabric and trim vendors willing to work with smaller companies; especially when smaller brands do not order as much as larger companies. Obtaining the best in technical fabrics from brands like Gore and Schoeller become almost impossible. At times the lack of those brands attached to technical apparel can make it harder to find legitimacy in the industry. With the desire to manufacture our products domestically, sourcing the best manufacturers becomes harder. Due to the nature of our products, Urban Recon Labs requires manufacturers that can produce classic menswear silhouettes while having the capability and machinery required for technical and performance garments. With the focus placed on domestic manufacturing, the number of factories that meet the company’s requirements become scarce. Lastly, as a new brand there is lack of capital in order to operate effectively. Without the proper funding, Urban Recon Labs will not be able to effectively and efficiently develop, market, and distribute its products.

OPPORTUNITIES

There are several opportunities that can be capitalized by Urban Recon Labs. First, there is an overall growth in the menswear market. Despite being a smaller market than womenswear, men are shopping more than before; the result of which is menswear growing at a faster rate than womenswear. The growth of the menswear market can be accredited to the increase of fashion consciousness amongst men. Before, it was culturally and socially unacceptable for men to be conscious about their fashion sense and grooming. However, now it has become a cultural norm. The increase of fashion consciousness has led men to be more willing to go shopping and spend more on clothes and grooming products. Amongst Millennials, the key demographic for Urban Recon Labs, there has been an increased focus on health and fitness. Millennials feel that eating right and exercising are important lifestyle aspects. Unsurprisingly, the increased attention to fitness has led to a growth in athletic apparel sales. The growth in sales has been noticeable enough for fashion designers and brands to develop their own athletic product lines and sub-labels. However, the new focus on fitness is not the only driver for increased athletic apparel sales. One of the more recent trends in fashion has been athleisure. Athleisure, which is the use of athletic apparel outside of athletic activity, has been a rapidly growing and popular trend. The athleisure style fulfills consumers’ desire to be comfortable. It is now more common to see people out and about in t-shirts and sweats; making performance and technical apparel everyday wear.

140 URBAN RECON LABS

MARKET RESEARCH 141


THREATS

Along with opportunities, there are also external threats that need to be addressed. The first two threats are critical for production. The first threat is the constantly rising costs of raw materials; which includes fabrics, trims, and packaging. Depending on the type of material and its country of origin, the price can vary drastically season to season. Key factors that can affect a material’s price include taxes, importation fees, and most importantly the currency exchange rate. Each factor’s value can change depending on the country and its current political and economic landscape. In relation to materials, manufacturing costs also become a major concern. Manufacturing domestically in the United States drastically drives the production costs of our goods. Compared to overseas manufacturers, US factories charge more for their services due to their own costs. These costs include employee wages and benefits; the latter of which are less likely to be found at overseas vendors. As previously mentioned, there has been growth in the athletic apparel industry. The growth is both in sales as well as competition. This growth results in a larger amount of competition close to an oversaturation of the market. With an impending oversaturation threatening the market, new brands must be cautious when entering. Oversaturation can lead to a “bubble” that, if popped, can damage the industry. If such a situation were to take place, newer brands, like Urban Recon Labs, would be rendered obsolete.

COMPETITIVE ANALYSIS KEY ADVANTAGES •

Emphasis on functional design

Domestic Manufacturing

Effective communication with consumer base

Urban Recon Labs has several advantages in order to standout in the competitive industries of menswear, athletic wear and outdoor apparel. The main advantage is the brand’s reintroduction of functionality back into technically inspired design. In the same vein, Urban Recon Labs is putting fashion into function. In addition, the emphasis on domestic manufacturing offers superior quality control and prompt delivery and service. We will be able to monitor the production process and have products available faster than if we manufactured overseas. The benefits from domestic manufacturing will be passed on to the customer through high quality product ready in time for the appropriate season. Through an in depth understanding of our target audience, Urban Recon Labs is able to efficiently and effectively communicate our message and philosophy to them. This is achieved by directing our marketing efforts through the proper channels. Online blogs and social media become the most important. With their proper utilization, the brand will be able to save money on marketing and be able to spend more on other areas such as research and development. However, the brand is not without its shortcomings. Being a smaller and newer brand, Urban Recon Labs are not afforded the same opportunities as the larger brands. For instance, sourcing technical fabrics and trims become harder since the brand will often not meet the minimums required by vendors. Additionally, with initial production taking place domestically, it is more difficult to find manufacturers that offer the required capabilities that are more easily found overseas. Lastly, Urban Recon Labs has no brand recognition, which can hinder the company’s entrance into to the industry. Overall, Urban Recon Labs offers high quality garments accurately catered to urban consumers.

142 URBAN RECON LABS

MARKET RESEARCH 143


04 PRODUCT LINE

01. PRODUCT CONCEPT 02. PRODUCT LINE 03. PRODUCTION DOCUMENTS 04. SUPPLIERS + VENDORS 05. PRODUCTION CALENDAR

144 URBAN RECON LABS

145


04.01

PRODUCT CONCEPT

146 URBAN RECON LABS

147


04.02

PRODUCT LINE

TERMINOLOGY

In order to add more branding and conceptualization, Urban Recon Labs will utilize special terms when referring to and describing products. The terminology strengthens the brand by referencing the concept of "exploration experiment".

EXPERIMENT 01 - STEALTH BOMBER JACKET

TERMS Hypothesis Each collection will be referred to as a "hypothesis" as each inspiration becomes the basis for our exploration and experimentation. Experiment The term "experiment" is used in place of "product". Each garment or accessory is considered one of the brand's experiments.

PRICING

A protective jacket built into a classic MA-1 body. Offers night visibility through NVM [Nocturnal Visibility Markers] located on the rear. Optimal for minor inclement weather.

• •

S M L XL XXL

CONSTANTS

VARIABLES

• • • •

• • • •

6

Solids: $212.50 | $425 Print: $225 | $450

GRADES •

Constants Expanding more on the experiment concept, the term "constant" will be used when referring to the information regarding an experiment. This include fiber content, functions, and details. Essentially, the "constant" and consistent information regarding a product regardless of its color way. Variables This term is used to refer to the color way of the product. In an experiment, the variables are the elements or details that do not remain constant. When applied to apparel, the term represents something that always changes on a garment, its color.

SUMMARY

Polartec Hard Face Wind Pro with Fleece Back 90% Polyester, 10% Spandex Durable Water and Wind Resistance Ribbed Cuffs and Hem NVM on Rear

Olive Drab Deep Blue Void Black Olive Drab Tiger Camo | Print

URBAN RECON LABS

The terminology as used in the Urban Recon Labs Data Logs.

Grade In an experiment, the term "grade" is used to refer to measurements, therefore, Urban Recon Labs has appropriated the term to refer to an experiment's size.

148 URBAN RECON LABS

PRODUCT LINE 149


HYPOTHESIS 01 URBAN TACTICS SPRING 2018

150 URBAN RECON LABS

151


HYPOTHESIS 01 URBAN TACTICS SPRING 2018 COLOR STORY

Void Black

152 URBAN RECON LABS

Olive Drab

Comet Grey

Graphite Grey

Sand Dune

Deep Blue

Nimbus White

Hyper Blue

Nebula Red

Olive Drab Camo

153


SS18 OUTERWEAR

STEALTH BOMBER JACKET 11701001 WSP: $212.50 | MSRP: $425 SZ: S-XXL

ROGUE M65 JACKET 11701002 WSP: $175 | MSRP: $350 SZ: S-XXL

154 URBAN RECON LABS

Contents: 90% Polyester, 10% Spandex Variables: Olive Drab | Deep Blue | Void Black

Contents: S - 90% Nylon, 10% Spandex | L - 100% Polyester Variables: Olive Drab | Sand Dune | Void Black

SQUADRON ANORAK 11701003 WSP: $115 | MSRP: $230 SZ: S-XXL

NIGHT WATCH JACKET 11701004 WSP: $150 | MSRP: $300 SZ: S-XXL

Contents: 100% Polyester Variables: Olive Drab | Void Black | Hyper Blue | Nebula Red

Contents: 100% Nylon | Polartec Alpha Insulation Variables: Deep Blue | Comet Grey | Void Black

PRODUCT LINE 155


CITY TOUR SOUVENIR JACKET 11701006 WSP: $225 | MSRP: $450 SZ: S-XXL

TRENCHES M51 PARKA 11701007 WSP: $175 | MSRP: $350 SZ: S-L

156 URBAN RECON LABS

Contents: 100% Polyester | Polartec Alpha Insulation Variables: Void Black | Deep Blue | Nebula Red

Contents: 55% Nylon, 45% Polyester Variables: Olive Drab | Deep Blue | Sand Dune

STEALTH BOMBER JACKET 11701091 WSP: $225 | MSRP: $450 SZ: S-XXL

TRENCHES M51 PARKA 11701097 WSP: $190 | MSRP: $380 SZ: S-L

Contents: 90% Polyester, 10% Spandex Variables: Olive Drab Camo

Contents: 55% Nylon, 45% Polyester Variables: Olive Drab Camo

PRODUCT LINE 157


SS18 TOPS

MISSION OVERSHIRT 11702008 WSP: $100 | MSRP: $200 SZ: S-XXL

CADET DRESS SHIRT 11702009 WSP: $80 | MSRP: $160 SZ: S-XXL

158 URBAN RECON LABS

Contents: F: 94% Polyester, 6% Spandex | B: 100% Polyester Variables: Olive Drab | Sand Dune | Void Black

Contents: 100% Cotton Variables: Nimbus White | Deep Blue | Void Black

CADET SHORT SLEEVE SHIRT 11702010 WSP: $75 | MSRP: $150 SZ: S-XXL

OFFICER OXFORD SHIRT 11702011 WSP: $67.50 | MSRP: $135 SZ: S-XXL

Contents: 100% Cotton Variables: Olive Drab | Comet Grey | Void Black

Contents: 95% Polyester, 5% Spandex Variables: Nimbus White | Comet Grey | Nebula Red | Hyper Blue

PRODUCT LINE 159


BOOT CAMP JERSEY 11702012 WSP: $37.50 | MSRP: $75 SZ: S-XXL

TRAINER ZIP HOODY 11702013 WSP: $110 | MSRP: $220 SZ: S-XXL

160 URBAN RECON LABS

Contents: F: 64% Polyester, 36% Wool Variables: Olive Drab | Comet Grey | Deep Blue | Void Black

Contents: 53% Polyester, 38% Nylon, 9% Spandex Variables: Olive Drab | Comet Grey | Deep Blue | Void Black

TRAINER CREWNECK 11702014 WSP: $90 | MSRP: $180 SZ: S-XXL

MISSION OVERSHIRT 11702098 WSP: $112.50 | MSRP: $225 SZ: S-XXL

Contents: 53% Polyester, 38% Nylon, 9% Spandex Variables: Olive Drab | Comet Grey | Hyper Blue | Nebula Red

Contents: F: 94% Polyester, 6% Spandex | B: 100% Polyester Variables: Olive Drab Camo

PRODUCT LINE 161


SS18 BOTTOMS

SCOUT UTILITY SHORT 11703015 WSP: $87.50 | MSRP: $175 SZ: S-XL

SCOUT UTILITY CAPRI 11703016 WSP: $95 | MSRP: $190 SZ: S-XL

162 URBAN RECON LABS

Contents: 90% Nylon, 10% Spandex Variables: Olive Drab | Sand Dune | Graphite Grey

Contents: 90% Nylon, 10% Spandex Variables: Olive Drab | Comet Grey | Void Black

CADET CHINO SHORT 11703017 WSP: $75 | MSRP: $150 SZ: S-XL

SCOUT UTILITY SHORT 11703095 WSP: $95 | MSRP: $190 SZ: S-XL

Contents: 95% Cotton, 5% Spandex Variables: Sand Dune | Comet Grey | Deep Blue | Void Black

Contents: 90% Nylon, 10% Spandex Variables: Olive Drab Camo

PRODUCT LINE 163


CADET SLIM CHINO 11703018 WSP: $90 | MSRP: $180 SZ: S-XL

OFFICER TROUSER 11703019 WSP: $90 | MSRP: $180 SZ: S-XL

164 URBAN RECON LABS

Contents: 95% Cotton, 5% Spandex Variables: Sand Dune | Olive Drab | Deep Blue | Void Black

Contents: 95% Cotton, 5% Spandex Variables: Sand Dune | Graphite Grey | Deep Blue

PRODUCT LINE 165


HYPOTHESIS 02 VARSITY DAZE FALL 2018

166 URBAN RECON LABS

167


HYPOTHESIS 02 VARSITY DAZE FALL 2018 COLOR STORY

Void Black

168 URBAN RECON LABS

Night Blue

Zone Red

Trail Brown

Field Green

Scrimmage Orange

Ice Blue

Trophy Gold

Sand Dune

Athletic Heather

169


FW18 OUTERWEAR

DIVISION SHELL JACKET 21701001 WSP: $205 | MSRP: $410 SZ: S-XXL

GAME DAY INSULATED JACKET 21701002 WSP: $187.50 | MSRP: $375 SZ: S-XXL

170 URBAN RECON LABS

Contents: 50% Polyester, 30% Acrylic, 20% Wool | 94% Poly 6% Sp Variables: Trail Brown | Night Blue | Field Green | Void Black

Contents: 100% Polyester | Polartec Alpha Insulation Variables: Night Blue | Field Green | Zone Red | Void Black

PLAYBOOK COACH JACKET 21701003 WSP: $100 | MSRP: $200 SZ: S-XXL

IVY KNIT CARDIGAN 21701004 WSP: $90 | MSRP: $180 SZ: S-XXL

Contents: 100% Polyester Variables: Scrimmage Orange | Night Blue | Void Black

Contents: 100% Polyester Variables: Ice Blue | Trophy Gold | Trail Brown

PRODUCT LINE 171


PARKER LIGHT SHELL JACKET 21701005 WSP: $125 | MSRP: $250 SZ: S-XXL

172 URBAN RECON LABS

Contents: 55% Nylon 45% Polyester Variables: Trail Brown | Zone Red | Night Blue | Void Black

PRODUCT LINE 173


FW18 TOPS

SOPHOMORE OXFORD SHIRT 21702006 WSP: $90 | MSRP: $180 SZ: S-XXL

TACKLE JERSEY 21702007 WSP: $45 | MSRP: $90 SZ: S-XXL

174 URBAN RECON LABS

Contents: 95% Polyester, 5% Spandex | 94% Polyester 6% Spandex Variables: Nimbus White | Zone Red | Night Blue | Void Black

Contents: 64% Polyester, 36% Wool Variables: Scrimmage Orange | Field Green | Night Blue | Void Black

PITCH RAGLAN JERSEY 21702008 WSP: $37.50 | MSRP: $75 SZ: S-XXL

GAMEDAY CREWNECK 21702009 WSP: $95 | MSRP: $190 SZ: S-XXL

Contents: 64% Polyester, 36% Wool Variables: Night Blue | Void Black | Trail Brown | Scrimmage Orange

Contents: 53% Polyester, 38% Nylon, 9% Spandex Variables: Athletic Heather | Scrimmage Orange | Trail Brown Night Blue | Void Black

PRODUCT LINE 175


GAMEDAY HOODY 21702010 WSP: $105 | MSRP: $210 SZ: S-XXL

176 URBAN RECON LABS

Contents: 53% Polyester, 38% Nylon, 9% Spandex Variables: Athletic Heather | Field Green | Night Blue | Void Black

PRODUCT LINE 177


FW18 BOTTOMS

CADET SLIM CHINO 21703011 WSP: $90 | MSRP: $180 SZ: S-XL

RUGGED SLIM JEAN 21703012 WSP: $100 | MSRP: $200 SZ: S-XL

178 URBAN RECON LABS

Contents: 95% Cotton, 5% Spandex Variables: Sand Dune | Trail Brown | Night Blue | Void Black

Contents: 95% Cotton, 5% Spandex Variables: Night Blue | Indigo | Void Black

RUGGED STRAIGHT CUT JEAN 21703013 WSP: $100 | MSRP: $200 SZ: S-XL

GAMEDAY SWEAT JOGGERS 21703014 WSP: $75 | MSRP: $150 SZ: S-XL

Contents: 95% Cotton, 5% Spandex Variables: Night Blue | Indigo | Void Black

Contents: 53% Polyester, 38% Nylon, 9% Spandex Variables: Athletic Heather | Field Green | Night Blue | Void Black

PRODUCT LINE 179


ESSENTIAL GRAPHICS

LOGO V01 TEE 99904001 WSP: $25 | MSRP: $50 SZ: S-XXL

EX/EX LS TEE 99904002 WSP: $30 | MSRP: $60 SZ: S-XXL

180 URBAN RECON LABS

Contents: 100% Cotton Variables: Nimbus White | Athletic Heather | Void Black

COLLEGE TEE 99904003 WSP: $25 | MSRP: $50 SZ: S-XXL

Contents: 100% Cotton Variables: Nimbus White | Athletic Heather | Void Black

Contents: 100% Cotton Variables: Nimbus White | Athletic Heather | Void Black

PRODUCT LINE 181


SS|FW 18 GRAPHICS

SOUVENIR TEE 11704001 WSP: $25 | MSRP: $50 SZ: S-XXL

URBAN TACTICS TEE 11704002 WSP: $25 | MSRP: $50 SZ: S-XXL

182 URBAN RECON LABS

Contents: 100% Cotton Variables: Nimbus White | Hyper Blue | Nebula Red | Olive Drab Void Black

Contents: 100% Cotton Variables: Nimbus White | Olive Drab | Deep Blue | Void Black

VARSITY COLLEGE TEE 21704001 WSP: $25 | MSRP: $50 SZ: S-XXL

VARSITY DAZE TEE 21704002 WSP: $25 | MSRP: $50 SZ: S-XXL

Contents: 100% Cotton Variables: Field Green | Zone Red | Night Blue | Void Black

Contents: 100% Cotton Variables: Athletic Heather | Trail Brown | Night Blue | Void Black

PRODUCT LINE 183


ORDER POLICY PO# DATE

Urban Recon Labs will offer two seasons a year. The following are the Order criteria for retail accounts:

MM/DD/YYYY

2302 Merced Street San Leandro, CA 94577

Ship To:

Account Number Store Name Contact E-Mail Phone

Overview Total 150 Units per season or a total of $12,000 USD over the period of 90 days. Minimums Styles A monthly minimum of 5 styles per month with a minimum of 10 units per style. Color is decided by customer.

SKU

Color

Description

S M

L

XL

XXL QTY WSP

TOTAL

Product size run will be pre-packaged at 10 units. Outerwear and Tops are offered from size S-XXL. However, some outerwear are only available in S-L. Such products are marked in the line sheet. Bottoms range from S-XL. Prepackaged size runs are as follows: Outerwear + Tops : 1S 3M 3L 2XL 1XXL Bottoms: 2S 3M 3L 2XL Payment New accounts must pay a deposit of 50% at time of ordering and balance due prior to the shipment of the product. Shipping Shipment of the order will be FOB from warehouse. Products will be shipped via UPS unless otherwise specified by customer. Delivery Window

TOTAL

Spring | Summer January 15th through March 31st Fall | Winter July 15th through September 30th

184 URBAN RECON LABS

PRODUCT LINE 185


04.03

PRODUCTION DOCUMENTS

NAME SKU DESIGNER DEVELOPER

STEALTH BOMBER JACKET 11701001 Mitchell Martinez Mitchell Martinez

YKK Vislon Separating Zipper

Black Reflective Heat Transfer Detailing

Reflective Material

Double stitch on rear of side seam

186 URBAN RECON LABS

PRODUCT LINE 187


NAME SKU DESIGNER DEVELOPER

188 URBAN RECON LABS

STEALTH BOMBER JACKET 11701001 Mitchell Martinez Mitchell Martinez

SHELL A - Wind Pro w/ Fleece Back

TRIM - Black Reflective

Fleece Back of Shell A showing

SHELL B - Rib Knit

Fleece Back of Shell A Showing

SHELL B - Rib Knit

SHELL A - Wind Pro w/ Fleece Back

PRODUCT LINE 189


STEALTH BOMBER JACKET Season Spring 2018

Point of Measure

S

Block [New] Bomber

M

L

XL

Designer Mitch

28.5

29

29.5

30

30.5

B. Chest Width (1" Below A/H)

41.5

44

46

48

50.5

38

40

42

44

46

37 37.75 37.75

38.5

D. Sleeve Length (From CB)

36.25

E. Shoulder (Point to Point)

19

F. Armhole (Point to Point)

11.175

G. Bicep (1" from A/H) H. Elbow

19 7.625

I. Fore Arm (7" from Cuff Hem) 6.125

19.5

20

20.5

20

21

22

8 8.375 8.750 9.125 6.5 6.875

M G B

2.5

2.5

2.5

2.5

2.5

2.5

2.5

2.5

7.5 26.5

7.75 27

7.75 27.5

11701001 - STEALTH BOMBER JACKET

Date:

12/12/16

Bomber Jacket

Size Range

S-XXL

Spring 18

Factory

Clothier Design Source

Width

Cost

Fabric

Description Use 9509 - Polartec Wind Pro Shell Fabric Jersey/Velour 90% Poly 10% Wind Pro El 100% Polyester Black Refelctive Fabric Refelctive Markers Reflective

Yards

8 28

Total

2.5

50

$17.30

$43.25

0.1

24

$15.50

$1.55

Total: B

Trims/Findings Rib Knit

C

CF Zipper

7.25 7.625

2.5 26

A F A

23

2.5

M. CF Zipper Length

Season: L

11.5 11.825 12.150 12.475

K. Hem Rib Height

7.25

Style #: Description:

21

J. Cuff Height L. Neck (Seam to Seam)

Date Created Last Updated 11/14/16 11/1/16

XXL

A. Front Length from HPS C. Sweep

Cost Sheet: Urban Recon Labs

Heat Transfer E

Quantity Calko Polyester/Spandex Rib Knit YKK Separating Vislon Zipper Collection Tag

Collar, Cuff, Hem ribbing CF Zip Above Right Patch Pocket

Size

$44.80

Cost

Total

2

$8.00

$16.00

1 1

$1.25 $0.73

$1.25 $0.73

Total:

H I

C D

N. O. P.

Packaging/Labels Quantity CB Label Woven Patch Heat Transfer CB Label Care Label Printed Substrate Side Seam Standard Hang Tag + Info Clipped on to CF Zipper Pull Hang Tag Tag Polybag Large Poly Bag Packaging

Size

$17.98

Cost

Total

1 1

$0.74 $0.25

$0.74 $0.25

1 1

$0.36 $0.15

$0.36 $0.15

Total:

Q.

$1.50

R. S.

D

Labor, Production, Packaging Assembly

T.

E

First Cost (=A+B+C+ D)

F

Shipping, Transpiration, Miscellaneous Duty % Shipping Agent

Total Labor =

$35 $99.28

U. V. W. X. Y. Z.

*All Measurements in Inches

$2.00 Total Miscellaneous

Final Landed Cost (=E+F)

Wholesale Mark up%

Wholesale Cost

190 URBAN RECON LABS

Total

$101.28

50%

$202.56

Retail Mark up %

50%

Suggested Retail

$405.12

PRODUCT LINE 191


PRODUCT SAMPLE

NAME SKU

STEALTH BOMBER JACKET 11701001

FRONT

192 URBAN RECON LABS

BACK

PRODUCT LINE 193


REFLECTIVE DETAIL

194 URBAN RECON LABS

POCKET DETAIL

PRODUCT LINE 195


NAME SKU DESIGNER DEVELOPER

MISSION OVERSHIRT 11702008 Mitchell Martinez Mitchell Martinez

2 Hole (slotted) button

Black Reflective Heat Transfer Detail Double Yoke Construction

Reflective Material

196 URBAN RECON LABS

PRODUCT LINE 197


NAME SKU DESIGNER DEVELOPER

198 URBAN RECON LABS

MISSION OVERSHIRT 11702008 Mitchell Martinez Mitchell Martinez

SHELL A - Soft Shell w/ Mesh Back

SHELL A - Soft Shell w/ Mesh Back

TRIM - Black Reflective

Mesh Back of Shell A Showing

PRODUCT LINE 199


MISSION OVERSHIRT Season Spring 2018

Point of Measure

S

Block [New] Overshirt

M

L

XL

Designer Mitch

29.5

30

30.5

31

31.5

B. Chest Width (1" Below A/H)

40.5

43

45

47

49.5

C. Waist

38.5

41

43

45

47.5

40

42.5

44.5

46.5

49

35.5 36.25 36.25

37

18.5

20

E. Sleeve Length (From CB)

34.75

F. Shoulder (Point to Point)

18

G. Armhole (Point to Point) H. Bicep (1" from A/H)

19

19.5

10.125 10.50 10.825 11.15 11.475

16.5

8.75

9.25

9.5

7.5 7.825

8.15 8.475

J. Fore Arm (7.5" from Cuff Hem) 5.625

6.5 6.875

7.25 7.625

K. Collar Band Height L. Neck Width (Point to Point)

1 16

O. Cuff Width (Along Seam)

17

1 18

4

4

4

2.5

2.5

M. Collar Spread N. Cuff Height

1

9.75

P. Collar Point Length

3

1 19

20 4

2.5

2.5

2.5

10 10.25

10.5

11

3

3

3

A

L

G P

M

A H N

B

11702008 - MISSION OVERSHIRT

Date:

12/12/16

Description:

Overshirt

Size Range

S-XXL

Season:

Spring 18

Factory

Clothier Design Source

Width

Cost

Fabric

Description Use T4186 - Dintex Soft Shell Dintex Soft Shell with Mesh Back - Face: 94% with Mesh Poly 6% El Back: 100% Poly 100% Polyester Black Reflective Fabric Reflective

Yards Shell Fabric Back Yoke

2

50

0.1

24

Total

$7.10

$14.20 $1.50

$15.00 Total:

B

Trims/Findings

Quantity

C

Grosgrain

Grosgrain Tape - 100% Polyester Grosgrain Tape

Buttons

Black Slotted Buttons

D

Interfacing Heat Transfer

Fusible Interfacing Collection Tag

CF Placket, Cuffs, Chest Pocket - Button Attachment CF Placket, Cuffs, Pocket Flaps Cuff, Collar, Pocket Flaps Next to CF Placket

Size

10 0.5 1

18mm

E

$15.70

Cost

1.25

Total $1.00

$1.25

$0.33 $1.50 $0.73

$3.30 $0.75 $0.73

Total:

1

4

3

Style #:

9.75

7.175

I. Elbow

Date Created Last Updated 11/14/16 11/1/16

XXL

A. Front Length from HPS

D. Sweep

Cost Sheet: Urban Recon Labs

F I

C J

Packaging/Labels CB Label Woven Patch Heat Transfer Care Label Printed Substrate Standard Hang Tag + Info Hang Tag Tag Polybag Small Poly Bag

Quantity CB Placement Side Seam Pinned to Inner Back Yoke Packaging

Size

$6.03

Cost

Total

1 1

$0.74 $0.25

$0.74 $0.25

1 1

$0.36 $0.10

$0.36 $0.10

Total:

Q.

$1.45

R. S.

D

Labor, Production, Packaging Assembly

T.

E

First Cost (=A+B+C+ D)

F

Shipping, Transpiration, Miscellaneous Duty % Shipping Agent

Total Labor =

$25 $48.18

U. V. W. X. Y. Z.

*All Measurements in Inches

$1.50 Total Miscellaneous

Final Landed Cost (=E+F)

Wholesale Mark up%

Wholesale Cost

200 URBAN RECON LABS

Total

$49.68

50%

$99.36

Retail Mark up %

50%

Suggested Retail

$198.72

PRODUCT LINE 201


PRODUCT SAMPLE

NAME SKU

MISSION OVERSHIRT 11702008

FRONT

202 URBAN RECON LABS

BACK

PRODUCT LINE 203


REFLECTIVE DETAIL

204 URBAN RECON LABS

PLACKET DETAIL

PRODUCT LINE 205


NAME SKU DESIGNER DEVELOPER

SCOUT UTILITY SHORT 11703015 Mitchell Martinez Mitchell Martinez

2 Hole (Slotted) Button

Black Reflective Heat Transfer Detailing Plastic D-Ring

Envelope Pocket Flap

206 URBAN RECON LABS

Rolled leg hem construction

Seat Re-enforcement

PRODUCT LINE 207


NAME SKU DESIGNER DEVELOPER

SCOUT UTILITY SHORT 11703015 Mitchell Martinez Mitchell Martinez

SHELL A - Nylon 4-Way Stretch w/ DWR coating

SHELL A Wrong Side - Nylon 4-Way Stretch w/ DWR coating LINING A - Nylon 4-Way Stretch w/ DWR coating

208 URBAN RECON LABS

PRODUCT LINE 209


SCOUT UTILITY SHORT Block

Season Spring 2018

Point of Measure A. Waist

S

[New] UTL Short

Designer Mitch

M

L

Cost Sheet: Urban Recon Labs

Date Created Last Updated 11/1/16 11/14/16

Season:

XL

30

35

40

45

19.625

21.5

22.75

23.75

10

10

10

10

D. Front Rise

10.75

12

13.25

14.25

E. Back Rise

14.75

16

17.25

18.25

40

45

50

54

B. Outseam C. Inseam

F. Hip G. Thigh

24

28.5

31

33

19.5

22

25.5

27.5

I. Waist Band Height

1.5

1.5

1.5

1.5

J. Yoke Height - Center

2.5

3

3.5

4

6

6.5

7

7.5

5.5

6

6.5

7

H. Leg Opening

K. Yoke Height - Side Seam L. Zipper Length M. Belt Loop - Length N. Belt Loop - Wdith

Style #: Description:

2.5

2.5

2.5

2.5

0.75

0.75

0.75

0.75

A I

M

A B

N

Fabric Nylon Spandex Twill

11703015 - SCOUT UTILITY SHORT

Date:

12/12/16

Utility Short

Size Range

S-XXL

Spring 18

Factory

Clothier Design Source

Width

Cost

Description Nylon Spandex 4-way + DWR - 90% Nylon, 10% Spandex

Use

Yards Shell Fabric

1.25

55

Total

$8.60

$10.75

Total: F

B

Trims/Findings Fly Zipper

D

Waist Closure G

Waist Closure D-Ring Heat Transfer

C

Quantity YKK #3 Nylon Coil NonSeparating Zipper Button - Slotted Button in Black Grosgrain Tape - 100% Polyester Grosgrain Tape Plastic D-Ring Collection Tag

Fly Waist Closure Button attachment

Size

Cost

Total

1

$0.15

$0.15

1

$0.33

$0.33

$0.10 $0.15 $0.73

$0.10 $0.15 $0.73

1 1 1

Wearers Left Belt Loop Above Rear Right Pocket

$10.75

1in Total:

C

H

O. P.

J

Q.

Packaging/Labels CB Label Woven Patch Heat Transfer Care Label Printed Substrate Standard Hang Tag + Info Hang Tag Tag Polybag Small Poly Bag

Quantity CB Waist Band Placement Side Seam Pinned to belt loop Packaging

Size

$1.46

Cost

Total

1 1

$0.65 $0.25

$0.65 $0.25

1 1

$0.36 $0.10

$0.36 $0.10

Total:

$1.36

K

R. S. T.

E

D

Labor, Production, Packaging Assembly

E

First Cost (=A+B+C+ D)

F

Shipping, Transpiration, Miscellaneous Duty % Shipping Agent

Total Labor =

$25 $38.57

U. V. W. X. Y. Z.

*All Measurements in Inches

$1.00 Total Miscellaneous

Final Landed Cost (=E+F)

Wholesale Mark up%

Wholesale Cost

210 URBAN RECON LABS

Total

$39.57

50%

$79.14

Retail Mark up %

50%

Suggested Retail

$158.28

PRODUCT LINE 211


PRODUCT SAMPLE

NAME SKU

SCOUT UTILITY SHORT 11703015

FRONT

212 URBAN RECON LABS

BACK

PRODUCT LINE 213


BELT LOOP DETAIL

214 URBAN RECON LABS

POCKET DETAIL

PRODUCT LINE 215


GARMENT BRANDING

GARMENT LABELS

Season Specific Reflective Print Black Reflective Heat Transfer .75in Height

Outerwear + Tops Garment Label Woven Heat Transfer Patch 1.75in x 3in

Logo Reflective Print Black Reflective Heat Transfer 1in x 1in

Logo Embroidery DTM Embroidery 1in x 1in

216 URBAN RECON LABS

Bottom Garment Label Woven Heat Transfer Patch 2.5in x 1in

PRODUCT LINE 217


04.04

SUPPLIERS + MANUFACTURERS

KENDOR TEXTILES Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Textile Wholesaler/Converter Textile Conversion 7722 Progress Way, Delta, BC, V4G 1A4, Canada Danielle Harrison 604 434 3233 danielle@kendortextiles.com 5 meter sample minimum 8 weeks for large or custom orders 7-14 Days

CLOTHIER DESIGN SOURCE Company Type Manufacturer Services Apparel Consulting, Design, Development, Manufacturing Address 165 Bridgepoint Dr. South St. Paul, MN 55075 Contact Kelli Baker Phone 651 225 8025 E-Mail kbaker@clothierdesignsource.com Minimum Order 100 units per style Lead Time 90-120 Days Delivery Time 5-10 Days

Kendor Textiles, out of Canada, is an important supplier for Urban Recon Labs. The company is both a wholesaler and converter for textiles. Kendor stocks a large variety of technical and traditional fabrics. Additionally, if custom fabric colors are required, Kendor is able to have the fabric manufactured according to desired specifications. Kendor Textiles is a great supplier of technical textiles at a reasonable value.

For the first few collections, Clothier Design Source will be the main manufacturer. This is due to the capabilities they offer as a domestic manufacturer. Clothier Design Source are one of the few domestic manufacturers that specialize in technical fabrics and can apply heat transfers. Additionally, they offer services addressing every step of the production process; including design, development, sourcing, and sampling.

POLARTEC Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

SOCAL GARMENT Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Textile Converter Textile Conversion 8 Industrial Dr # 1, Hudson, NH 03051 Tyler Mahue 949 244 4567 MahueT@polartec.com Depends on Textile 60-90 Days 7-14 Days

In conjunction with Kendor Textiles, Urban Recon Labs will also rely heavily on Polartec. Polartec is an American based textile manufacturer that offers high performance through the use of knits. Polartec is a well known name in the industry as it has been used by companies such as The North Face and Marmot. However, Polartec materials are at a higher price point and will be reserved for inclusion in Urban Recon Labs' more technical and premium offerings.

218 URBAN RECON LABS

Manufacturer Apparel Consulting, Design, Development, Manufacturing 4700 Boyle Ave. UNIT #C Vernon, CA 90058 Sales Representative 323-300-5717 info@socalgarment.com 300 units per style 90-120 Days 5-10 Days

Socal Garment is a Los Angeles based manufacturer specializing in knitwear. Through Socal Garment, Urban Recon Labs will have domestically crafted and printed graphic tees to be offered both seasonally and year-round. Along with manufacturing, Socal Garment is also able to source high quality knit textiles from Japan and Canada which allows for the creation of premium t-shirts.

PRODUCT LINE 219


HERMIN TEXTILES Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Textile Converter Textile Conversion 21F, No. 105, Tun-Hwa S. Rd, Sec. 2 Taipei 10682 Taiwan Crystal Huang 886 2 2709 5858 crystal@hermin.com.tw 500 yards minimum 60-90 Days 7-14 Days

CBF Labels Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Trims Supplier Trims Sourcing and Manufacturing 14751 Plaza Drive Suite D, Tustin, CA 92780 Jamie Wilcox 714 730 8087 jamie@cbflabel.com Depends on Product Type Depends on Product Type 5-10 Days

AMHOT INT. Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Textile Wholesaler/Converter Textile Conversion 2-6-7 Bakuro-machi, Chuo-ku, Osaka 541-0059, Japan Bobby Tohma 81 6 6210 1088 bobby-tohma@ahmot.co.jp Depends on Textile 90-100 Days 14 Days

BUCKLEGUY Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Trims Wholesaler Wholesaler 15 Graf Rd., Newburyport, MA 01950 Sales Representative 978 213 9989 info@buckleguy.com N/A N/A 5-10 Days

LONG SKY CORP Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Trims Supplier Trim Manufacturing and Sourcing 7F, 331, Sy Yuan Rd. Taiwan Sinjhuang District, New Taipei City, Taiwan Sales Representative 886 2 22764770 info@longsky.com.tw Dependant on product 60-90 Days 7-14 Days

ZIPPERSTOP Company Type Services Address Contact Phone E-Mail Minimum Order Lead Time Delivery Time

Trims Wholesaler Wholesaler 27 Allen Street, New York, NY 10002 Sales Representative 212 226 3964 support@zipperstop.com N/A N/A 5-10 Days

220 URBAN RECON LABS

PRODUCT LINE 221


04.05

PRODUCTION CALENDAR

Mar-17

Apr-17

May-17

Jun-17

Jul-17

Aug-17

Sep-17

Oct-17

Nov-17

Dec-17

Dec-17

ACTION

ACTION

Trend Analysis and Forecasting Fabric and Trim Research Garment Design Fabric and Trim Ordering Tech Pack Creation Tech Pack Hand Off Prototypes Received First Fitting Prototype Revision Hand Off Fabric and Trims Received at Factory Salesman Samples Received Salesman Samples Reviewed Sample Revision Hand Off Samples Shown at Trade Show 1 Samples Shown at Trade Show 2 Pre-Production Sample Received Final Sample Review Last Revisions Hand Off Product Manufacturing Bulk Top Received Bulk Top Review Approval Sign Off Final Product Sent to Warehouse Main Delivery Period to Retailers

Trend Analysis and Forecasting Fabric and Trim Research Garment Design Fabric and Trim Ordering Tech Pack Creation Tech Pack Hand Off Prototypes Received First Fitting Prototype Revision Hand Off Fabric and Trims Received at Factory Salesman Samples Received Salesman Samples Reviewed Sample Revision Hand Off Samples Shown at Trade Show 1 Samples Shown at Trade Show 2 Pre-Production Sample Received Final Sample Review Last Revisions Hand Off Product Manufacturing Bulk Top Received Bulk Top Review Approval Sign Off Final Product Sent to Warehouse Main Delivery Period to Retailers

SS 18

222 URBAN RECON LABS

Jan-18

Feb-18

Mar-18

Apr-18

May-18

Jun-18

Jul-18

Aug-18

Sep-18

AW 18

PRODUCT LINE 223


TIME + ACTION CALENDAR

SPRING | SUMMER 2018

DATES (2017)

DURATION (DAYS)

AUTUMN | WINTER 2018

DATES (2017 - 2018)

DURATION (DAYS)

Trend Analysis and Forecasting Fabric and Trim Research Garment Design Fabric and Trim Ordering Tech Pack Creation Tech Pack Hand Off Prototypes Received First Fitting Prototype Revision Hand Off Fabric and Trims Received at Factory Salesman Samples Received Salesman Samples Reviewed Sample Revision Hand Off Samples Shown at Capsule NY Samples Shown at Project LV Pre-Production Samples Received Final Sample Review Last Revisions Hand Off Product Manufacturing Bulk Top Received Bulk Top Review Approval Sign Off Final Product Sent to Warehouse Main Delivery Period to Retailers

March 03 - 31 April 03 - 14 April 17 - May 12 April 17 - 21 May 15 - 26 May 29 - June 02 June 16 June 19 - 20 June 23 June 19 July 14 July 24 - 25 July 28 July 17 - 19 August 14 - 16 August 18 August 21 - 22 August 25 August 26 - October 20 September 08 September 11 - 12 September 15 October 27 - December 22 December - February

29 12 25 5 12 5

Trend Analysis and Forecasting Fabric and Trim Research Garment Design Fabric and Trim Ordering Tech Pack Creation Tech Pack Hand Off Prototypes Received First Fitting Prototype Revision Hand Off Fabric and Trims Received at Factory Salesman Samples Received Salesman Samples Reviewed Sample Revision Hand Off Samples Shown at Project LV Samples Shown at Agenda LV Pre-Production Samples Received Final Sample Review Last Revisions Hand Off Product Manufacturing Bulk Top Received Bulk Top Review Approval Sign Off Final Product Sent to Warehouse Main Delivery Period to Retailers

September 05 - 29 October 2 - 13 October 16 - November 10 October 16 - 20 November 13 - 22 November 27 - December 1 December 15 December 18 - 19 December 22 December 18 January 12 January 16 - 17 January 19 February Late January February 09 February 12 -13 February 16 February 19 - April 20 March 02 March 05 - 06 March 09 April 27 - June 29 July - September

25 12 26 5 10 5

2

2 3 3 2 54 2 56 80

2

2 3 3 2 61 2 63 91

HOLIDAYS HOLIDAYS New Years Day Martin Luther King Jr. Day Memorial Day Independence Day Labor Day Thanksgiving Day Black Friday Christmas Day

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New Years Day Martin Luther King Jr. Day Memorial Day Independence Day Labor Day Thanksgiving Day Black Friday Christmas Day

PRODUCT LINE 225


05 VISUAL MERCHANDISING

01. BRANDING 02. IDENTITY SYSTEM 03. BRAND COLLATERAL 04. HEADQUARTERS 05. TRADE SHOW

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227


05.01

BRANDING

LOGO ANALYSIS

LOGO VARIATION

The logo consists of an icon with a simple and clean sans serif font.

The positioning statement summarizes and highlights the brand’s focus on the fusion of the classic with the technical while becoming a mantra for the company.

The icon consists of a reticle surrounding a stenciled sans serif “U”. The “U” references the word “Urban” from the branding while the reticle reflects the idea of “recon” or reconnaissance. Additionally through the use of a stencil-like aesthetic, the icon has a feeling of laboratory experiments with the breaks in the logo mixed with the lines of the reticle reflecting measurement gradations.

The typeface of the logo is Helvetica Neue Bold in order to deliver a simple and clean aesthetic. The typeface also contributes to the overall brand story of an urban technical concept.

228 URBAN RECON LABS

VISUAL MERCHANDISING 229


Pantone 19-4008 TCX RGB 43 41 41 CMYK 69 65 64 67 Hex 2B2929

Pantone 11-0601 TCX RGB 244 245 240 CMYK 3 1 4 0 Hex F4F5F0

Pantone 18-0000 TCX RGB 101 100 102 CMYK 60 53 50 20

BRAND PALETTE

Inspired by the urban landscape, the brand will utilize a tonal palette consisting of a Black, a White, a Dark Grey, a Light Grey, and the inclusion of Purple as an accent. The use of black, white, and grey tones refer to the textures and colors of an urban environment; the concrete, metals, and shadows. The purple accent color represents the nightlife that cities are known for.

Hex 656466

Pantone 16-3915 TPX RGB 154 155 159 CMYK 42 34 32 1 Hex 9A9B9F

Pantone 19-3748 TPX RGB 88 69 135 CMYK 78 85 15 3 Hex 584587

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VISUAL MERCHANDISING 231


WORDS TO USE

WORDS NOT TO USE

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• • • • • • • • • •

URBAN CLASSIC TECHNICAL DYNAMIC FUNCTIONAL COMFORTABLE ADAPTABLE ENGINEERED PROTECTIVE HERITAGE

• • • • • • • • • •

RETRO EDGY MODERN RUGGED CONTEMPORARY ATHLEISURE DRESSY OUTDOOR TRENDY FORMAL

VALUES

URBAN CITY LIFE, STREET STYLE, METROPOLITAN, CONCRETE JUNGLE FUNCTIONAL TECHNICAL, ACTIVE, REACTIVE, PURPOSEFUL, DURABLE, PROTECTIVE, COMFORTABLE CLASSIC TIMELESS, HERITAGE, TRADITIONAL, SIMPLE

EXPLORATION INQUISITIVE, BRAVE, CONFIDENT, INSPIRED, MOTIVATED EXPERIMENT INQUISITIVE, CREATIVE, INNOVATIVE, DISCOVERY, TRIAL AND ERROR

VISUAL MERCHANDISING 233


05.02

IDENTITY SYSTEM

2302 2 302 M Merced erced S Street treet S an L eandro, o, C A9 4577 San Leandro, CA 94577

#10 Envelope 4.25in x 9.5in Black Business Card Front 3.5in x 2in Black Matte with Glossy Logo

2302 230 02 Merced Merrced Stre Street eet San Sa an Le Leandro, ean ndro, C CA A 945 94577 577

w ww www.urbanreconlabs.co w.u urbanreconllabs.co

Phon Phone: ne: 510 555 0 0888 8 8 88

F Fax: ax: 5 510 10 55 555 55 088 0888 88

Letterhead 8.5in x 11in

Pen Labeled Micron Pen

234 URBAN RECON LABS

Business Card Back 3.5in x 2in White with Matte Black Print MITCHELL M ITCHELL MA MAR MARTINEZ RTINEZ Founder Creative Director F ounder | C reat atiive D irector m mitchm@urbanreconlabs.co itch c m@ m@u urbanreconlabs.co 5 10 55 5 50 88 888 88 e xt 2 3 510 555 0888 ext 23

2302 2 302 M Merced erced Street Street S an L eandro, C A9 4577 San Leandro, CA 94577

VISUAL MERCHANDISING 235


05.03

BRAND COLLATERAL

STEALTH BOMBER JACKET VOID BLACK

1

60101

00020

7

Folded Hang Tag 2.25in x 4in Matte Black Card Stock Glossy Logo on Front

PRODUCT NAME PRODUCT COLOR

SHIELD SPEC Water Resistant Wind Resistant Breathable Durable

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Information Tag 2.25in x 4in Inside Hang Tag Matte Black on Velum

0

00000

00000

0

Product Sticker 1.5in x 1.5in For Hang Tag and Poly Bag Use

Poly Bag Poly Static Bag Black Printed Logo

2 Sizes Small - 12in x 16in Large - 15in x 18in

VISUAL MERCHANDISING 237


BRANDED STORE ACCESSORIES

OFFICE WARES

Carabiner 80mm Branded metal carabiner with nylon strap and metal ring

Coffee Mug Black with printed white logo

Hangers Customized with engraved logo

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VISUAL MERCHANDISING 239


05.04

HEADQUARTERS

FACADE

ENTRANCE

Location

Size

2302 Merced Street San Leandro, CA 94577

1,618 sq. ft.

Signage With the location being within a business park, signage capabilities are minimal. For the facade of the office, a white logo decal will be placed on the door. The black tint of the windows is unchanged from the original look of the facade. Tinted windows work with the branding concept.

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VISUAL MERCHANDISING 241


EXHIBITION ROOM

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WORKSPACE

VISUAL MERCHANDISING 243


TRADE SHOW

FLOOR PLAN

05.05

TRADE SHOW BOOTH

Booth Sign 70in tall 24in x 36in Poster size Black Metal Floor Standing Sign

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VISUAL MERCHANDISING 245


06 MARKETING STRATEGY

01. MARKETING OBJECTIVES 02. MARKETING CAMPAIGNS 03. MEDIA CHANNELS 04. MARKETING CALENDAR 05. MARKETING BUDGET 06. LOOKBOOK

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247


06.01

MARKETING OBJECTIVES

End year one with at least 5 established retail accounts.

To have 2,500 followers on Instagram by end of year one

Earn 100 sales leads by end of year one

Have our Fall 2018 collection be posted on Hypebeast.com

Gain 2,500 blog subscribers by end of year one

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249


06.02

MARKETING CAMPAIGNS

CONCRETE JUNGLES TYPE| Branding Campaign MEDIA CHANNELS| Facebook - Organic Facebook - Paid Instagram - Organic Instagram - Paid PR - Forum Posts PR - Blogs PR - Magazines Website SEO E-Mail

With an emphasis on being a lifestyle brand for the male urban consumer, it is key to create a campaign that illustrates how the brand can relate to them. The key method to speak to this consumer base is through a brand campaign highlighting the brand’s aesthetics and functionality within an urban environment. The “Concrete Jungle” campaign will utilize lifestyle images of our products. Additionally, close up images will also be used to show key details and functions of the garment. For example, a distance shot of our water resistant over shirt juxtaposed with a detail image of the garment’s water repellent functionality in use.

GOALS| •

To have 2,500 followers on Instagram by end of year one

Earn 100 sales leads by end of year one

Have our Fall 2018 collection be posted on Hypebeast.com

Gain 2,500 blog subscribers by end of year one

www.urbanreconlabs.co

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MARKETING STRATEGY 251


URBAN TACTICS TYPE| Branding Campaign MEDIA CHANNELS| Facebook - Organic Facebook - Paid Instagram - Organic Instagram - Paid PR - Forum Posts PR - Blogs PR - Magazines Website SEO E-Mail

In addition to an overall brand campaign, it is also good to create a season specific brand campaign. The debut season for Urban Recon Labs is titled “Urban Tactics”, which highlights the military inspiration behind the collection. The overall concept will be the same as the main brand campaign, but would focus on the garments of the season. Additionally, environments, poses, and props will reference the military inspirations of the season.

GOALS| •

To have 2,500 followers on Instagram by end of year one

Earn 100 sales leads by end of year one

Have our Fall 2018 collection be posted on Hypebeast.com

Gain 2,500 blog subscribers by end of year one

URBAN TACTICS LAUNCHING

02 26 18

www.urbanreconlabs.co

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MARKETING STRATEGY 253


VARSITY DAZE TYPE| Branding Campaign MEDIA CHANNELS| Facebook - Organic Facebook - Paid Instagram - Organic Instagram - Paid PR - Forum Posts PR - Blogs PR - Magazines Website SEO E-Mail

Like the “Urban Tactics” campaign, the “Varsity Daze” campaign will highlight the products from the Ivy League and athletics influenced Fall collection. Imagery will reference the stereotypical image of the East Coast college athlete life. Imagery can include classic brick architecture, grassy quads, and athletic fields.

VARSITY DAZE LAUNCHING

08 27 18

GOALS| •

To have 2,500 followers on Instagram by end of year one

Earn 100 sales leads by end of year one

Gain 2,500 blog subscribers by end of year one

www.urbanreconlabs.co

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MARKETING STRATEGY 255


TRUNK SHOW

TYPE| Event MEDIA CHANNELS| Facebook - Organic Facebook - Paid Instagram - Organic Instagram - Paid PR - Forum Posts PR - Blogs Website E-Mail GOALS| •

To have 2,500 followers on Instagram by end of year one

Gain 2,500 blog subscribers by end of year one

In order to build relevance amongst our core demographics, it is good to be visible in stores that they frequent. A Trunk Show campaign is the best way to do so. By working with several key boutiques, we can show our products to the target audience and gain relevance. When our products are seen at the boutiques, we give the target consumer the message that we are associated with these stores and the brands that they purchase from the stores. The event will showcase our products using the entire store with complimentary beverages, music, giveaways, and on the spot custom mementos. The first trunk Show will take place in San Francisco at the Darkside Initiative.

TRUNK SHOW 02 09 18 6 PM THE DARKSIDE INITIATIVE 1827 POWELL ST SAN FRANCISCO, CA 94133

www.urbanreconlabs.co

256 URBAN RECON LABS

www.darksidesf.com

MARKETING STRATEGY 257


TRADE SHOW

TYPE| Event MEDIA CHANNELS| Facebook - Organic Facebook - Paid Instagram - Organic Instagram - Paid LinkedIn Website E-Mail Direct Mail

As a wholesale business, we can not forget about the true target market for our brand, the retail stores. In order to gain the attention of retail stores, we must have a presence at trade shows. Depending on the rules of the trade show, our events can be as simple as a well decorated booth highlighting products, to our booth having giveaways and promotional items. Key trade shows are Agenda, Capsule, and Project. A few weeks to a month prior, Urban Recon Labs will promote our presence at the trade shows to our desired clientele via Facebook, Instagram, LinkedIn and printed collateral.

GOALS| •

Grow distribution from 0 stores to 5 stores within one year

Earn 100 sales leads by end of year one

HYPOTHESIS 01 URBAN TACTICS

PROJECT LAS VEGAS 8/14 - 8/16

BOOTH 1077 www.urbanreconlabs.co

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MARKETING STRATEGY 259


CLIENT SURVIVAL KIT TYPE| Branding Campaign MEDIA CHANNELS| Direct Mail GOALS| •

Grow distribution from 0 stores to 5 stores within one year

Earn 100 sales leads by end of year one

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After networking with potential buyers at trade shows, good follow-ups are key. In order for Urban Recon Labs to grab the attention of potential customers, we will send a promotional package to the most promising leads. The package will be a branded tacticallike case containing a branded USB drive, a branded compass, a branded carabiner, and a branded multi-tool. Loaded on the USB would be our lookbook, lookbook video (if applicable), a line sheet, and an order form.

MARKETING STRATEGY 261


RECON KIT GIVEAWAY TYPE| Event MEDIA CHANNELS| Instagram - Organic Instagram - Paid Facebook - Organic Facebook - Paid E-Mail Website GOALS| •

To have 2,500 followers on Instagram by end of year one

Have our Fall 2018 collection be posted on Hypebeast.com

Another interesting way to promote to our target end-users is through a giveaway campaign. The campaign would be a sweepstakes offering a few pieces from a collection. For instance, offering a full outfit from our collection in the form of a Jacket, Top, and Bottoms. Entering into the giveaway will require no purchase and be as simple as registering on our site or performing a small task on social media. Through the social media route, we can easily increase our followers by having people tag a friend or two on our social media post to be eligible for the prize drawing. In theory, brand awareness would grow as people tag their friends to enter into the drawing.

RECON STARTER KIT GIVEAWAY SWEEPSTAKES INCLUDES | 1 JACKET, 1 TOP, 1 BOTTOM

www.urbanreconlabs.co

Gain 2,500 blog subscribers by end of year one

262 URBAN RECON LABS

MARKETING STRATEGY 263


DATA LOG

TYPE| Branding Campaign MEDIA CHANNELS| Direct Mail GOALS| •

Grow distribution from 0 stores to 5 stores within one year

•

Earn 100 sales leads by end of year one

264 URBAN RECON LABS

Data Logs are our seasonal lookbooks that catalogue and educate retailers on products for the up-coming season. They will be sent to our established client base in order to begin the ordering process for the new season. Retailers will also be given additional copies to give to either customers or retailers in their professional network. The 'Data Log' branding follows in the brand's verbiage to purvey the brand's 'experiment' concept.

MARKETING STRATEGY 265


06.03

MEDIA CHANNELS

FACEBOOK

PAID Facebook is an important social media outlet as it can reach both our target market (Retailers) and end-users (Millennial Males). In order to target retailers, Facebook can be utilized to create ads and feeds that can be seen by specific individuals that either work at or with our target retailers. Through the advanced settings of Facebook Ads, the paid content can be targeted based on employers. Campaigns to be promoted through paid channels include our branding campaigns, our giveaways, and our event promotions. A key event to promote would be our trade show presence. ORGANIC For our end-users, Facebook becomes a great way for our followers to keep up to date on our product offerings and release schedules.

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MARKETING STRATEGY 267


INSTAGRAM

PAID Like Facebook, Instagram can be used to target both our target market and end-users. For our target market, there are two ways to gain their attention through Instagram. The more accessible way is by following store accounts with the hopes of being followed back or at least having them look at our posts. The more technical way is by creating ads that can be targeted, again, to key individuals associated with our target stores.

ORGANIC As for our target end-users, Instagram is another outlet to post campaign images, product information, announce releases, and provide other relatable content. Additional content that can be created through Instagram can be posts that highlight the action behind the scenes from inspiration images, product teases, and “leaks�. The behind the scenes posts are important since Millennial males are more likely to do research on a brand before purchasing. (Nielsen) This is a clear way to provide them with information through a controlled environment. With the linked functionality of Instagram with Facebook, we are also able to link our Instagram posts to our Facebook account. Therefore, we can gain double exposure for our Instagram content.

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MARKETING STRATEGY 269


LINKEDIN

270 URBAN RECON LABS

ORGANIC LinkedIn offers organic methods to communicate with our target (retail) market. Through LinkedIn, we can network with stores directly or with individuals associated with the stores. This includes buyers, stylists, photographers and sales associates. Through our feed, we will also post about our booths at upcoming trade shows and send direct messages to the store and individuals, promoting the same information. We will also be able to post branding campaigns and any blog posts or articles talking about our brand.

MARKETING STRATEGY 271


E-MAILS

CONSUMER DIRECTED E-Mail is another tool to be implemented. When marketing to end-users, it is a direct point of contact. However, the limitation is that the customer has to subscribe in order to receive our emails. Signing up on our website will be the main mode of subscribing to our e-mails.

TARGET MARKET The target market directed e-mails, on the other hand, do not suffer the same limitation. E-mails used for this purpose will be sent to e-mails noted on the store’s own website. These addresses are usually the best point of contact to start a dialogue with stores in regards to carrying our products. However, when contacting retailers via their e-mails, we will have one-on-one correspondence as opposed to e-mail blasts. This allows for professional communication with the retailer and not having our communication considered spam. However, if we obtain contact information through trade shows, the door is open to sending e-mail blasts. In addition to reaching out to the target markets and end-consumers, our e-mails can also be utilized to communicate with Blogs in order to gain publicity through their site. E-Mails will be sent via a paid MailChimp account. A paid account allows us to maintain several databases of contacts, one for consumers and one for retailers. Additionally, a paid account also offers more statistics and analysis than free accounts.

MAJOR IN EXPLORATION Urban Recon Labs presents a look at the upcoming hypothesis for the spring summer season, “Urban Tactics”. Inspired by classic military garments, the collection offers style and protection with military precision.

EXPLORE NOW

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MARKETING STRATEGY 273


PUBLIC RELATIONS

BLOGS Urban oriented fashion and lifestyle blogs become important channels to organically market the brand. Blogs such as Hypebeast, Highsnobiety, Freshness Mag, Being Hunted, and Cool Hunting are critical to communicate with our target customers and consumers. By getting our campaigns or products published on such sites would validate our relevance to the market. The Blogs also have forums which can become another channel to send out our campaigns. In some instances, the content found on forum posts end up becoming featured on the blog itself. Generally, the forum is used by both stores and consumers to find new and up-coming brands before they become big. In the early stages of our brand, the forums could be a useful channel.

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MARKETING STRATEGY 275


MAGAZINES Despite being an “out-dated” medium, magazines still have some relevance with Millennial males. The blogs that are frequented by my target consumers, such as Hypebeast and Highsnobiety, have physical magazines that are produced seasonally. They are more like “coffee table” books than a traditional magazine. These magazines are meant to be physical extensions of their digital experiences. Again, utilizing such relevant magazines through editorials can gain the attention of both end-users and potential stores. Along with Hypebeast and Highsnobiety, some additional relevant magazines include Intelligence Magazine and Being Hunted. In order to gain exposure in magazines, Urban Recon Labs will send product and our survival kits in order to entice the publications to either feature our products in an editorial or review them.

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MARKETING STRATEGY 277


TRADE SHOWS

278 URBAN RECON LABS

The most critical of traditional marketing channels for Urban Recon Labs to use is the trade show. At trade shows we will be able to meet buyers for stores in person to at least network and gain leads. Key trade shows for Urban Recon Labs are Agenda, Capsule, and Project. Each hold events in places like Las Vegas, Long Beach, and New York.

MARKETING STRATEGY 279


DIRECT MAIL + PRINTED COLLATERAL

Upon receiving contact information from potential stores at trade shows, we can begin discussions with them to carry our products. After the trade show, it is important to maintain communication with these leads. Therefore, we will send a package to the most promising leads. The package to be sent will be a memorable experience that can remind potential stores of who we are and what we offer. If they decide to not carry our products, we at least know we have given them a uniquely branded experience for them to remember us by and talk about amongst other people in the industry. Direct mail will also be utilized to promote our presence at trade shows to potential clients. This is achieved by creating a small flyer to be sent to key stores in the hopes that they would visit our booth at the trade shows. Information included would, obviously, be the trade show we will be attending and the location of our booth. An additional use for direct mail will be a seasonal zine, branded as a 'Data Log", featuring a lookbook and product information to be sent before the buying period for a season. This will be used for returning clients while new clients will receive the "Survival Kit".

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MARKETING STRATEGY 281


WEBSITE

The website will be a direct link for our followers and newcomers to find information on the brand. The site will detail our products, where to purchase them, and have links to our social media channels. Additionally, it will be the main way to gain consumer e-mails for our newsletter and announcements.

SEO

Search Engine Optimization (SEO) is also critical to gain attention for the brand. In order to be found on search engines such as Google, Urban Recon Labs will utilize descriptive names and in-depth product descriptions in order to pop up during web searches. For instance, if someone searches for "bomber jacket" then our Stealth Bomber Jacket will be one of the results. Through SEO, Urban Recon Labs can be recognized as a brand that fulfills the needs of consumers. To drive traffic to our site, we will also utilize SEO to relate our brand to key words. Some terms to associate our website with are 'functional', 'technical', 'street', 'menswear', 'exploration', and 'urban'.

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MARKETING STRATEGY 283


06.04

MARKETING CALENDAR

NOVEMBER DECEMBER JANUARY FEBRUARY MARCH APRIL W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

MAY JUNE JULY AUGUST SEPTEMBER OCTOBER W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

CAMPAIGNS

CAMPAIGNS

BRANDING CONCRETE JUNGLES URBAN TACTICS VARSITY DAZE CLIENT SURVIVAL KIT DATA LOG EVENT TRUNK SHOW TRADE SHOWS GIVEAWAY MEDIA CHANNELS FACEBOOK ORGANIC FACEBOOK PAID INSTAGRAM ORGANIC INSTAGRAM PAID LINKEDIN ORGANIC E-MAILS CONSUMER E-MAILS TARGET MARKET BLOGS FORUM POSTS MAGAZINES DIRECT MAIL WEBSITE SEO

BRANDING CONCRETE JUNGLES URBAN TACTICS VARSITY DAZE CLIENT SURVIVAL KIT DATA LOG EVENT TRUNK SHOW TRADE SHOWS GIVEAWAY MEDIA CHANNELS FACEBOOK ORGANIC FACEBOOK PAID INSTAGRAM ORGANIC INSTAGRAM PAID LINKEDIN ORGANIC E-MAILS CONSUMER E-MAILS TARGET MARKET BLOGS FORUM POSTS MAGAZINES DIRECT MAIL WEBSITE SEO

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MARKETING STRATEGY 285


06.05

MARKETING BUDGET

BUDGETS

NOVEMBER

DECEMBER

JANUARY

FEBRUARY

MARCH

APRIL

CAMPAIGNS BRANDING CONCRETE JUNGLES URBAN TACTICS VARSITY DAZE CLIENT SURVIVAL KIT* DATA LOG EVENT TRUNK SHOW TRADE SHOWS* GIVEAWAY MEDIA CHANNELS FACEBOOK ORGANIC FACEBOOK PAID INSTAGRAM ORGANIC INSTAGRAM PAID LINKEDIN ORGANIC E-MAILS CONSUMER E-MAILS TARGET MARKET BLOGS FORUM POSTS MAGAZINES DIRECT MAIL* WEBSITE SEO TOTALS

BUDGETS

MAY

JUNE

JULY

AUGUST

$425

$425

$3,500

$3,500

SEPTEMBER

OCTOBER

CAMPAIGNS $8,700 $1,000 $1,000 $425

$425

$2,000 $15,500 $3,500

$1,000 $3,500 $250

$23,916 $150

$150

$150

$150

$150

$150

$150

$150

$15 $15 $3,000

$15 $15

$15 $15

$15 $15

$15 $15

$58

$6,000 $18

$1,500 $50 $18

$50 $18

$18

$18

$2,088

$11,348

$5,823

$5,023

$598

$348

$15 $15

$48,116

BRANDING CONCRETE JUNGLES URBAN TACTICS VARSITY DAZE CLIENT SURVIVAL KIT* DATA LOG EVENT TRUNK SHOW TRADE SHOWS* GIVEAWAY MEDIA CHANNELS FACEBOOK ORGANIC FACEBOOK PAID INSTAGRAM ORGANIC INSTAGRAM PAID LINKEDIN ORGANIC E-MAILS CONSUMER E-MAILS TARGET MARKET BLOGS FORUM POSTS MAGAZINES DIRECT MAIL* WEBSITE SEO TOTALS

$8,700

$1,000 $2,000 $15,500

$250 $23,916 $150

$150

$150

$150

$150

$150

$15 $15 $3,000

$15 $15

$15 $15

$15 $15

$15 $15

$18

$6,000 $18

$1,500 $50 $18

$50 $18

$18

$18

$3,048

$9,348

$5,823

$4,023

$298

$348

$15 $15

$48,116

* In June/July of the year prior to the official start of financial year 1, Urban Recon Labs will have a cold sell season with visits to two trade shows and follow up survival kits for Spring 2018. This totals to $9500 in marketing expenses applied to the company's start-up costs.

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MARKETING STRATEGY 287


06.06

LOOKBOOK

HYPOTHESIS 01 | URBAN TACTICS SPRING | SUMMER 2018 LOOKBOOK

MODEL

KIWON KANG

STYLING

MITCHELL MARTINEZ

ART DIRECTION

OSCAR SINGH

PHOTOGRAPHY

OSCAR SINGH

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289


290 URBAN RECON LABS

291


292 URBAN RECON LABS

293


294 URBAN RECON LABS

295


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297


07 CORPORATE STRUCTURE

01. OWNERSHIP 02. ORGANIZATIONAL CHART 03. ROLES + RESPONSIBILITIES 04. EMPLOYEE BENEFITS

298 URBAN RECON LABS

299


07.01

OWNERSHIP

INCORPORATED

ORGANIZATIONAL CHART

07.02

Urban Recon Labs will be owned and operated by Mitchell Martinez as a limited liability corporation. The company will be incorporated in the United States.

FOUNDER | CREATIVE DIRECTOR

CREATIVE + LOGISTICS ASSOCIATE

SEASONAL LOGISTICS ASSOCIATE

300 URBAN RECON LABS

CORPORATE STRUCTURE 301


07.03

ROLES + RESPONSIBILITIES

FOUNDER + CREATIVE DIRECTOR

Responsibilities Manage product line through entire design and development process. This includes designs, tech packs, and sourcing.

CREATIVE + LOGISTICS ASSOCIATE

Responsibilities Perform minor adjustments with designs and tech packs. Assist in garment fittings.

Lead garment fittings. Communicate with manufacturers in order to ensure quality of production.

Communicate with manufacturers in order to ensure quality of production.

Contact clients and potential clients for line adoption and product launches.

Contact clients and potential clients for line adoption and product launches.

Process shipping and receiving of product. Process shipping and receiving of product. Manage minor changes for creative marketing materials.

Maintain inventory data. Develop marketing campaigns and materials.

Manage social media channels and follow up with marketing channels.

Direct all creative aspects of marketing such as photoshoots and graphics.

Install and operate exhibit booth at trade shows.

Install and operate exhibit booth at trade shows.

SEASONAL LOGISTICS ASSISTANT

Responsibilities Process inventory deliveries. Assist with inventory data management. Help package and ship out products to retailers.

302 URBAN RECON LABS

CORPORATE STRUCTURE 303


07.04

EMPLOYEE BENEFITS

SALARIES

FOUNDER | CREATIVE DIRECTOR $48,000 a year / $4,000 a month

BENEFITS

Full Time Employees Seasonal clothing allowance of $500 (Products charged at cost)

CREATIVE + LOGISTICS ASSOCIATE Healthcare coverage $40,000 a year / $3,333 a month SEASONAL LOGISTICS ASSOCIATE

Flex Scheduling - optional work from home opportunities twice a month.

$1,200 a month for 4 months out of the year.

Paid time off 3 Days of paid sick leave

BUSINESS HOURS

OFFICE HOURS Monday Tuesday Wednesday Thursday Friday Saturday Sunday EXHIBITION ROOM Appointments Only

304 URBAN RECON LABS

Recognized Holidays 10AM - 6PM 10AM - 6PM 10AM - 6PM 10AM - 6PM 10AM - 6PM Closed Closed

New Years Day** Martin Luther King Jr. Day Memorial Day Independence Day* Labor Day Thanksgiving Day Black Friday Christmas** *HQ shutdown for the week of July 4 **HQ shutdown from 12/24 until 1/1

CORPORATE STRUCTURE 305


08 FINANCIAL PLAN

01. FINANCIAL SUMMARY 02. FUTURE GOALS

306 URBAN RECON LABS

307


08.01

FINANCIAL SUMMARY

FINANCIAL SUMMARY

Start Up Capital $222,695 Start Up Loan $66,808 Wholesale Mark Up 50% Retail Mark Up 50% Projected Y1 Units 5,040 Projected Y1 Sales $446,925 Projected Y1 Profit/Loss -4.3% Projected Y1 Expenses $219,258 Turnover Rate Y1 3.71% Y2 4.26% Y3 6.09%

START UP COSTS

Working capital for Urban Recon Labs has been set at $25,000 in order to operate efficiently in the first few months.

Item

Technology and Phones

# Months of Useful Life

Monthly Depreciation Expense

15,000

Yes

60

$

250.00

Floor Fixtures/Shelves, Display Tables, Trade Show Build-Out

$

28,355

Yes

60

$

472.59

Flooring, Paint, Electrical, Light Fixtures, Doors, Signage, & Labor

$

15,000

Yes

60

$

250.00

3 Months Rent Deposit

$

5,582

No

n/a

3 Months

$

23,200

No

n/a

Marketing Startup

Initial Marketing Campaign

$

19,259

No

n/a

Opening Inventory

Cost BOM$ Inventory

$

70,381

No

n/a

Permits, Insurance, Pre-Launch Tradeshows, Supplies

$

15,918

No

n/a

Extra Cash for Unforeseen Expenses and Repairs

$

5,000

No

n/a

Cash Needed in first months to keep bank funds positive

$

25,000

No

n/a

$

222,695

$

972.59

Selling Floor and Backstock Fixtures

Leasehold Improvements (Material & Labor)

Rent Deposit

Contingency Reserve

Working Capital

Total

308 URBAN RECON LABS

Depreciate ?

$

Other Start Up Expenses

Sales Forecast Y2 $491,618 Y3 $565,360

$ Amount

Detail

Cash Register, Fax/Copier, Printer, PC, Phones,Software

Wages and Salaries

Gross Margin Y1 48.1% Y2 43.0% Y3 46.5%

The start up costs for Urban Recon Labs totals to $222,695 with 30% of funding from a bank loan and the remaining 70% of funding from personal funds, friends and family. The highest expenses for the first three months of operations are wages and opening inventory, totaling to $23,200 and $70,381 respectively.

FINANCIAL PLAN 309


ASSORTMENT PLAN

Projected sales in units total to 5,040 for the first year.

TOTAL UNITS

Outerwear

25%

Tops - Woven

10%

Tops - Knit

16%

Shorts

7%

Pants

7%

Denim

4%

Sweats

5%

Tees

26%

Outerwear

46%

Tops - Woven

10%

Tops - Knit

14%

Shorts

7%

Pants

7%

Denim

5%

Sweats

4%

Tees

7%

Opening sales units are projected to be 1,427. Tees 26%

For the first year, the total gross margin totals to $214,963. The projected COGs are at $231,963 and the wholesale dollars total to $446,925. The projected high-grossing months are, January, February, July and August due to peak delivery periods for each season. The four months total to $223,841 in wholesale sales making up 50% of annual sales. The product offering from Urban Recon Labs are divided into two seasons a year, Spring/Summer and Fall/Winter. The key product category is Outerwear which makes up 46% of the wholesale total. The whole sale mark up for our products is set to 50% with a retail markup of another 50%.

Outerwear 25%

Sweats 5%

Tops - Woven 10%

Denim 4% Pants 7% Shorts 7%

Tops - Knit 16%

WHOLESALE PERCENT TO TOTAL

Tees 7% Sweats 4% Denim 5%

PRODUCT CLASSIFICATION Class Outerwear Tops - Woven Tops - Knit Shorts Pants Denim Sweats Tees Total

310 URBAN RECON LABS

Pants 7% Outerwear 46% Shorts 7%

Total Units Unit % to Total 1280 25% 500 10% 820 16% 350 7% 340 7% 210 4% 240 5% 1300 26% 5040

Total COG $ 103,288 $ 21,513 $ 32,550 $ 14,688 $ 15,300 $ 10,500 $ 9,000 $ 16,625

100% $

Total Wholesale $ 206,575 $ 43,025 $ 65,100 $ 29,375 $ 30,600 $ 21,000 $ 18,000 $ 33,250

223,464 $

446,925

Wholesale % to total 46% 10% 15% 7% 7% 5% 4% 7% 100%

Average Wholesale Item Count $ 161.39 13 $ 86.05 6 $ 79.39 7 $ 83.93 4 $ 90.00 2 $ 100.00 2 $ 75.00 1 $ 25.58 7

$88.68

Tops - Knit 14%

Tops - Woven 10%

42

FINANCIAL PLAN 311


SALES + INVENTORY FLOW

Projected Y1 sales are $446,925 Projected inventory required for Y1 is $231,963 Markdowns in Year 1 are taken in March at $5,000, April at $5,000, May at $2,000, and October at $5,000. The markdown total to 3.8% of net sales. The markdowns are geared toward retailers in order to move remaining products and make room for the upcoming season. In Year 2 and Year 3, sales growth are projected to be 10% and 15% respectively. This equals to $491,618 in net sales for Year 2 and $565,360 in net sales for Year 3. The projected growth is caused by an increase of store accounts in Year 2 and an additional increase of store accounts in Year 3 along with the addition of an official vertical retail e-commerce store.

PROFIT + LOSSES

The Profit/Loss for Year 1 is -$19,296 which comprises -4.3% of the annual gross. As for the Gross Margin, it is projected to be $214,963 which is 48.1% of Net Sales. Expenditures total to 49.1% of Net Sales with a cash value of $219,258. Key Expenses are Wages and Salaries at $92,800 or 20.6% of Net Sales and marketing with 10.8% of net sales equaling $48,116. Wages are high due to the company being operated in the San Francisco Bay Area which has a higher cost of living and a competitive creative job market. As for marketing, the trade show expenses accounts for $14,000 of the budget due to booth build outs and attendance fees.

YEARLY SALES GROWTH $600,000

$500,000

$400,000

$300,000

$200,000

$100,000

$0

312 URBAN RECON LABS

Year 1

Year 2

Year 3

FINANCIAL PLAN 313


RATIONALE

The estimated sales for year one is based on 17 store accounts. Additionally, minimums per season are based on units with each store required to order at least 150 units per season. The styles ordered per store will vary due to the type of products the store carries. For instance, urban streetwear boutiques will order based on aesthetics and carry the bolder silhouettes and color ways, which carry the higher price tag. Meanwhile, heritage and outdoor stores will carry the more subtle color ways and focus on functionality. Online stores, such as Mr. Porter will have more ability to purchase more units compared to the boutiques which generally only operate one location.

MONTHLY UNITS NOVEMBER DECEMBER JANUARY FEBRUARY Spring Type A Type B Type C Fall Type A Type B Type C Essentials Type A Type B Type C TOTALS

MARCH

APRIL

MAY

JUNE

JULY

AUGUST

160 200 190

220 180 200

180 170 200

SEPTEMBER OCTOBER

2040 710 770 560

340 320 280

210 190 120

160 260 160

1700 560 550 590 1300 520 520 260 5040

60 60 30 150

940

520

580

100 100 50 250

80 80 40 200

60 60 30 150

80 80 40 750

600

550

MAY

JUNE

JULY

AUGUST

$14,825 $19,375 $16,150

$23,925 $22,100 $20,225

$16,650 $17,500 $17,650

80 80 40 200

60 60 30 150

MONTHLY SALES NOVEMBER DECEMBER JANUARY FEBRUARY Spring Type A Type B Type C Fall Type A Type B Type C Essentials Type A Type B Type C TOTALS

314 URBAN RECON LABS

$245,275 $88,313 $84,663 $72,300 $168,400 $55,400 $58,975 $54,025 $33,250 $13,300 $13,300 $6,650 $446,925

$43,888 $35,613 $36,925

$1,500 $1,500 $750 $3,750

$116,425

$22,450 $20,600 $13,650

$56,700

MARCH

APRIL

SEPTEMBER OCTOBER

$21,975 $28,450 $21,725

$72,150

$2,500 $2,500 $1,250 $6,250

$2,000 $2,000 $1,000 $5,000

$1,500 $1,500 $750 $3,750

$2,000 $2,000 $1,000 $55,350

$66,250

$51,800

$2,000 $2,000 $1,000 $5,000

$1,800 $1,800 $900 $4,500

FINANCIAL PLAN 315


08.02

FUTURE GOALS

SHORT TERM GOALS (YEARS 1-3)

The first three years of operation for Urban Recon Labs is dedicated to building the brand. In Year 2, the focus will be on opening additional store accounts to increase distribution for the brand. From the initial 5 accounts, Urban Recon Labs aims to open an additional 2 accounts in order to have up to 7 stockists by the end of the year. For Year 3, Urban Recon Labs plans to build upon Year 2's aggressive expansion and gain additional stockists and launch an e-commerce site. Instead of being more aggressive toward retailers by trying to open 10 or more accounts, Urban Recon labs will maintain the 2 to 5 new accounts standard set in Year 2 and put more focus on an e-commerce site. The proposed e-commerce site would be a vertical retail online store. Through the online store, the brand will be able to reach consumers that do not have retailers that fall under our target market requirements. Additionally, there will also be a focus on expanding our suppliers and contractors in order to become more efficient during the design, development, and manufacturing processes. By end of year 3, Urban Recon Labs will utilize at least 5 domestic manufacturers to produce our products.

316 URBAN RECON LABS

LONG TERM GOALS (YEARS 3-5)

At the end of Year 3 through Year 5, the main goal of the brand is to expand globally in both manufacturing and distribution. In terms of manufacturing, Urban Recon Labs will begin to contract with overseas manufacturers with higher expertise in producing technical garments at a larger scale. Urban Recon Labs will also utilize manufacturers in countries that hold a high regard amongst our target consumers, such as Japan and Canada. Global distribution is the main focus for the brand in the long term. Outside of the domestic market, there are several key countries that have retailers that fall under our target market. Key countries to concentrate our initial global expansion strategy on are Canada, Japan, and the United Kingdom. In addition to expanding globally, Urban Recon Labs will grow its product offering as well. By the end of Year 5, Urban Recon Labs will launch a bag line consisting of messenger bags, back packs, and gym bags.

FINANCIAL PLAN 317


09 APPENDIX

01. FINANCIALS 02. WORKS CITED 03. IMAGE SOURCES

318 URBAN RECON LABS

319


09.01

FINANCIALS

START UP COSTS

START UP COSTS

ASSORTMENT PLAN PRODUCT CLASSIFICATION SALES PLAN

Item

Technology and Phones

CASH FLOW PROFIT + LOSS LOAN PAYMENT MARKETING BUDGET

# Months of Useful Life

Monthly Depreciation Expense

$

15,000

Yes

60

$

250.00

Floor Fixtures/Shelves, Display Tables, Trade Show Build-Out

$

28,355

Yes

60

$

472.59

Flooring, Paint, Electrical, Light Fixtures, Doors, Signage, & Labor

$

15,000

Yes

60

$

250.00

3 Months Rent Deposit

$

5,582

No

n/a

3 Months

$

23,200

No

n/a

Marketing Startup

Initial Marketing Campaign

$

19,259

No

n/a

Opening Inventory

Cost BOM$ Inventory

$

70,381

No

n/a

Permits, Insurance, Pre-Launch Tradeshows, Supplies

$

15,918

No

n/a

Extra Cash for Unforeseen Expenses and Repairs

$

5,000

No

n/a

Cash Needed in first months to keep bank funds positive

$

25,000

No

n/a

$

222,695

$

972.59

Leasehold Improvements (Material & Labor)

Rent Deposit

Wages and Salaries

Other Start Up Expenses

Contingency Reserve

Working Capital

Total

320 URBAN RECON LABS

Depreciate ?

Cash Register, Fax/Copier, Printer, PC, Phones,Software

Selling Floor and Backstock Fixtures

QUARTERLY SALES PLAN

$ Amount

Detail

APPENDIX 321


ASSORTMENT PLAN 50% Wholesale IMU% 50% MSRP MU%

Spring/Summer Fall Winter Essentials

20.00%

25.00%

21.00%

10.00%

5.00%

10.00%

10.00%

10.00%

10.00%

5.00%

5.00%

15.00% 10.00%

10.00%

May Wholesale

30.00% 5.00%

30.00% 10.00%

15.00% 10.00%

100% 100% 100%

10.00% 5.00%

Sep Wholesale

Sizes

Outerwear

11701001 Stealth Bomber Jacket

Olive Drab

S - XXL

$425.00

$106.25

$212.50

30

$6,375.00

25

$5,313

$5,313

16

$1,721

$3,443

3

$287

$574

6

$638

$1,275

8

$797

$1,594

6

$669

$1,339

3

$319

$638

3

$319

$638

2

$159

$319

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$3,188

$6,375

Outerwear

11701001 Stealth Bomber Jacket

Deep Blue

S - XXL

$425.00

$106.25

$212.50

30

$6,375.00

25

$2,656

$5,313

16

$1,721

$3,443

3

$287

$574

6

$638

$1,275

8

$797

$1,594

6

$669

$1,339

3

$319

$638

3

$319

$638

2

$159

$319

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$3,188

$6,375

SPRING

Outerwear

11701001 Stealth Bomber Jacket

Void Black

S - XXL

$425.00

$106.25

$212.50

50

$10,625.00

25

$2,656

$5,313

27

$2,869

$5,738

5

$478

$956

10

$1,063

$2,125

13

$1,328

$2,656

11

$1,116

$2,231

5

$531

$1,063

$531

$1,063

$5,313

$10,625

SPRING

Outerwear

11701091 Stealth Bomber Jacket

Olive Drab Camo

S - XXL

$450.00

$112.50

$225.00

40

$9,000.00

25

$2,813

$5,625

22

$2,430

$4,860

4

$405

$810

8

$900

$1,800

10

$1,125

$2,250

8

$945

$1,890

4

$450

$900

4

$450

$900

2

$225

$450

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$4,500

SPRING

Outerwear

11701002 Rogue M65 Jacket

Olive Drab

S - XXL

$350.00

$87.50

$175.00

50

$8,750.00

33

$2,888

$5,775

27

$2,363

$4,725

5

$394

$788

10

$875

$1,750

13

$1,094

$2,188

11

$919

$1,838

5

$438

$875

5

$438

$875

3

$219

$438

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$4,375

$8,750

SPRING

Outerwear

11701002 Rogue M65 Jacket

Sand Dune

S - XXL

$350.00

$87.50

$175.00

30

$5,250.00

33

$2,888

$5,775

16

$1,418

$2,835

3

$236

$473

6

$525

$1,050

8

$656

$1,313

6

$551

$1,103

3

$263

$525

3

$263

$525

2

$131

$263

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$2,625

$5,250

SPRING

Outerwear

11701002 Rogue M65 Jacket

Void Black

S - XXL

$350.00

$87.50

$175.00

50

$8,750.00

34

$2,975

$5,950

27

$2,363

$4,725

5

$394

$788

10

$875

$1,750

13

$1,094

$2,188

11

$919

$1,838

5

$438

$875

5

$438

$875

3

$219

$438

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$4,375

$8,750

SPRING

Outerwear

11701003 Squadron Anorak

Void Black

S - XXL

$230.00

$57.50

$115.00

30

$3,450.00

25

$1,438

$2,875

16

$932

$1,863

3

$155

$311

6

$345

$690

8

$431

$863

6

$362

$725

3

$173

$345

3

$173

$345

2

$86

$173

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,725

$3,450

SPRING

Outerwear

11701003 Squadron Anorak

Olive Drab

S - XXL

$230.00

$57.50

$115.00

20

$2,300.00

25

$1,438

$2,875

11

$621

$1,242

2

$104

$207

4

$230

$460

5

$288

$575

4

$242

$483

SPRING

Outerwear

11701003 Squadron Anorak

Nebula Red

S - XXL

$230.00

$57.50

$115.00

30

$3,450.00

25

$1,438

$2,875

16

$932

$1,863

3

$155

$311

6

$345

$690

8

$431

$863

6

$362

$725

3

$173

$345

3

$173

$345

2

$86

$173

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,725

$3,450

SPRING

Outerwear

11701003 Squadron Anorak

Hyper Blue

S - XXL

$230.00

$57.50

$115.00

30

$3,450.00

25

$1,438

$2,875

16

$932

$1,863

3

$155

$311

6

$345

$690

8

$431

$863

6

$362

$725

3

$173

$345

3

$173

$345

2

$86

$173

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,725

$3,450

SPRING

Outerwear

11701005 Night Watch Insulated Jacket

Comet Grey

S - XXL

$300.00

$75.00

$150.00

30

$4,500.00

33

$2,475

$4,950

16

$1,215

$2,430

3

$203

$405

6

$450

$900

8

$563

$1,125

6

$473

$945

SPRING

Outerwear

11701005 Night Watch Insulated Jacket

Deep Blue

S - XXL

$300.00

$75.00

$150.00

30

$4,500.00

33

$2,475

$4,950

16

$1,215

$2,430

3

$203

$405

6

$450

$900

8

$563

$1,125

6

$473

$945

3

$225

$450

3

$225

$450

2

$113

$225

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$2,250

$4,500

SPRING

Outerwear

11701005 Night Watch Insulated Jacket

Void Black

S - XXL

$300.00

$75.00

$150.00

30

$4,500.00

34

$2,550

$5,100

16

$1,215

$2,430

3

$203

$405

6

$450

$900

8

$563

$1,125

6

$473

$945

3

$225

$450

3

$225

$450

2

$113

$225

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$2,250

$4,500

SPRING

Outerwear

11701006 City Tour Souvenier Jacket

Void Black

S - XXL

$450.00

$112.50

$225.00

40

$9,000.00

34

$3,825

$7,650

22

$2,430

$4,860

4

$405

$810

8

$900

$1,800

10

$1,125

$2,250

8

$945

$1,890

4

$450

$900

4

$450

$900

2

$225

$450

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$4,500

$9,000

SPRING

Outerwear

11701006 City Tour Souvenier Jacket

Nebula Red

S - XXL

$450.00

$112.50

$225.00

30

$6,750.00

33

$3,713

$7,425

16

$1,823

$3,645

3

$304

$608

6

$675

$1,350

8

$844

$1,688

6

$709

$1,418

3

$338

$675

3

$338

$675

2

$169

$338

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$3,375

$6,750

SPRING

Outerwear

11701006 City Tour Souvenier Jacket

Hyper Blue

S - XXL

$450.00

$112.50

$225.00

30

$6,750.00

33

$3,713

$7,425

16

$1,823

$3,645

3

$304

$608

6

$675

$1,350

8

$844

$1,688

6

$709

$1,418

SPRING

Outerwear

11701007 Trenches M51 Fishtail Parka

Olive Drab

S-L

$350.00

$87.50

$175.00

50

$8,750.00

25

$2,188

$4,375

27

$2,363

$4,725

5

$394

$788

10

$875

$1,750

13

$1,094

$2,188

11

$919

$1,838

5

$438

$875

5

$438

$875

3

$219

$438

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$4,375

$8,750

SPRING

Outerwear

11701007 Trenches M51 Fishtail Parka

Sand Dune

S-L

$350.00

$87.50

$175.00

40

$7,000.00

25

$2,188

$4,375

22

$1,890

$3,780

4

$315

$630

8

$700

$1,400

10

$875

$1,750

8

$735

$1,470

4

$350

$700

4

$350

$700

2

$175

$350

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$3,500

$7,000

SPRING

Outerwear

11701007 Trenches M51 Fishtail Parka

Deep Blue

S-L

$350.00

$87.50

$175.00

10

$1,750.00

25

$2,188

$4,375

5

$473

$945

1

$79

$158

2

$175

$350

3

$219

$438

2

$184

$368

1

$88

$175

1

$88

$175

1

$44

$88

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

10

$875

$1,750

SPRING

Outerwear

11701097 Trenches M51 Fishtail Parka

Olive Drab Camo

S-L

$380.00

$95.00

$190.00

50

$9,500.00

25

$2,375

$4,750

27

$2,565

$5,130

5

$428

$855

10

$950

$1,900

13

$1,188

$2,375

11

$998

$1,995

5

$475

$950

5

$475

$950

3

$238

$475

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$4,750

$9,500

SPRING

Tops - Woven

11702008 Mission Overshirt

Olive Drab

S - XXL

$200.00

$50.00

$100.00

20

$2,000.00

25

$1,250

$2,500

11

$540

$1,080

2

$90

$180

4

$200

$400

5

$250

$500

SPRING

Tops - Woven

11702008 Mission Overshirt

Sand Dune

S - XXL

$200.00

$50.00

$100.00

40

$4,000.00

25

$1,250

$2,500

22

$1,080

$2,160

4

$180

$360

8

$400

$800

10

$500

$1,000

8

$420

$840

4

$200

$400

4

$200

$400

2

$100

$200

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$2,000

$4,000

SPRING

Tops - Woven

11702008 Mission Overshirt

Void Black

S - XXL

$200.00

$50.00

$100.00

50

$5,000.00

25

$1,250

$2,500

27

$1,350

$2,700

5

$225

$450

10

$500

$1,000

13

$625

$1,250

11

$525

$1,050

5

$250

$500

5

$250

$500

3

$125

$250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$2,500

$5,000

SPRING

Tops - Woven

11702098 Mission Overshirt

Olive Drab Camo

S - XXL

$225.00

$56.25

$112.50

50

$5,625.00

25

$1,406

$2,813

27

$1,519

$3,038

5

$253

$506

10

$563

$1,125

13

$703

$1,406

11

$591

$1,181

5

$281

$563

5

$281

$563

3

$141

$281

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$2,813

$5,625

SPRING

Tops - Woven

11702009 Cadet Dress Shirt

Nimbus White

S - XXL

$160.00

$40.00

$80.00

20

$1,600.00

33

$1,320

$2,640

11

$432

$864

2

$72

$144

4

$160

$320

5

$200

$400

4

$168

$336

2

$80

$160

2

$80

$160

1

$40

$80

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$800

$1,600

SPRING

Tops - Woven

11702009 Cadet Dress Shirt

Deep Blue

S - XXL

$160.00

$40.00

$80.00

20

$1,600.00

33

$1,320

$2,640

11

$432

$864

2

$72

$144

4

$160

$320

5

$200

$400

4

$168

$336

2

$80

$160

2

$80

$160

1

$40

$80

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$800

$1,600

SPRING

Tops - Woven

11702009 Cadet Dress Shirt

Void Black

S - XXL

$160.00

$40.00

$80.00

20

$1,600.00

34

$1,360

$2,720

11

$432

$864

2

$72

$144

4

$160

$320

5

$200

$400

4

$168

$336

2

$80

$160

2

$80

$160

1

$40

$80

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$800

$1,600

SPRING

Tops - Woven

11702010 Cadet SS Shirt

Void Black

S - XXL

$150.00

$37.50

$75.00

20

$1,500.00

33

$1,238

$2,475

11

$405

$810

2

$68

$135

4

$150

$300

5

$188

$375

4

$158

$315

2

$75

$150

2

$75

$150

1

$38

$75

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$750

$1,500

SPRING

Tops - Woven

11702010 Cadet SS Shirt

Comet Grey

S - XXL

$150.00

$37.50

$75.00

20

$1,500.00

33

$1,238

$2,475

11

$405

$810

2

$68

$135

4

$150

$300

5

$188

$375

4

$158

$315

2

$75

$150

2

$75

$150

1

$38

$75

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$750

$1,500

SPRING

Tops - Woven

11702010 Cadet SS Shirt

Olive Drab

S - XXL

$150.00

$37.50

$75.00

20

$1,500.00

34

$1,275

$2,550

11

$405

$810

2

$68

$135

4

$150

$300

5

$188

$375

4

$158

$315

2

$75

$150

2

$75

$150

1

$38

$75

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$750

SPRING

Tops - Woven

11702011 Officer Oxford Shirt

Comet Grey

S - XXL

$135.00

$33.75

$67.50

50

$3,375.00

25

$844

$1,688

27

$911

$1,823

5

$152

$304

10

$338

$675

13

$422

$844

11

$354

$709

5

$169

$338

5

$169

$338

3

$84

$169

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$1,688

$3,375

SPRING

Tops - Woven

11702011 Officer Oxford Shirt

Nimbus White

S - XXL

$135.00

$33.75

$67.50

50

$3,375.00

25

$844

$1,688

27

$911

$1,823

5

$152

$304

10

$338

$675

13

$422

$844

11

$354

$709

5

$169

$338

5

$169

$338

3

$84

$169

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$1,688

$3,375

SPRING

Tops - Woven

11702011 Officer Oxford Shirt

Nebula Red

S - XXL

$135.00

$33.75

$67.50

10

$675.00

25

$844

$1,688

5

$182

$365

1

$30

$61

2

$68

$135

3

$84

$169

2

$71

$142

1

$34

$68

1

$34

$68

1

$17

$34

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

10

$338

$675

SPRING

Tops - Woven

11702011 Officer Oxford Shirt

Hyper Blue

S - XXL

$135.00

$33.75

$67.50

10

$675.00

25

$844

$1,688

5

$182

$365

1

$30

$61

2

$68

$135

3

$84

$169

2

$71

$142

1

$34

$68

1

$34

$68

1

$17

$34

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

10

$338

$675

SPRING

Tops - Knit

11702012 Boot Camp Jersey

Olive Drab

S - XXL

$75.00

$18.75

$37.50

10

$375.00

25

$469

$938

5

$101

$203

1

$17

$34

2

$38

$75

3

$47

$94

2

$39

$79

SPRING

Tops - Knit

11702012 Boot Camp Jersey

Void Black

S - XXL

$75.00

$18.75

$37.50

10

$375.00

25

$469

$938

5

$101

$203

1

$17

$34

2

$38

$75

3

$47

$94

2

$39

$79

1

$19

$38

1

$19

$38

1

$9

$19

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

10

$188

$375

SPRING

Tops - Knit

11702012 Boot Camp Jersey

Comet Grey

S - XXL

$75.00

$18.75

$37.50

10

$375.00

25

$469

$938

5

$101

$203

1

$17

$34

2

$38

$75

3

$47

$94

2

$39

$79

1

$19

$38

1

$19

$38

1

$9

$19

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

10

$188

$375

SPRING

Tops - Knit

11702012 Boot Camp Jersey

Deep Blue

S - XXL

$75.00

$18.75

$37.50

10

$375.00

25

$469

$938

5

$101

$203

1

$17

$34

2

$38

$75

3

$47

$94

2

$39

$79

1

$19

$38

1

$19

$38

1

$9

$19

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

10

$188

$375

SPRING

Tops - Knit

11702013 Trainer Zip Hoody

Olive Drab

S - XXL

$220.00

$55.00

$110.00

30

$3,300.00

25

$1,375

$2,750

16

$891

$1,782

3

$149

$297

6

$330

$660

8

$413

$825

6

$347

$693

3

$165

$330

3

$165

$330

2

$83

$165

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,650

$3,300

SPRING

Tops - Knit

11702013 Trainer Zip Hoody

Comet Grey

S - XXL

$220.00

$55.00

$110.00

40

$4,400.00

25

$1,375

$2,750

22

$1,188

$2,376

4

$198

$396

8

$440

$880

10

$550

$1,100

8

$462

$924

SPRING

Tops - Knit

11702013 Trainer Zip Hoody

Deep Blue

S - XXL

$220.00

$55.00

$110.00

30

$3,300.00

25

$1,375

$2,750

16

$891

$1,782

3

$149

$297

6

$330

$660

8

$413

$825

6

$347

$693

3

$165

$330

3

$165

$330

2

$83

$165

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,650

$3,300

SPRING

Tops - Knit

11702013 Trainer Zip Hoody

Void Black

S - XXL

$220.00

$55.00

$110.00

40

$4,400.00

25

$1,375

$2,750

22

$1,188

$2,376

4

$198

$396

8

$440

$880

10

$550

$1,100

8

$462

$924

4

$220

$440

4

$220

$440

2

$110

$220

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$2,200

$4,400

SPRING

Tops - Knit

11702014 Trainer Crewneck

Olive Drab

S - XXL

$180.00

$45.00

$90.00

40

$3,600.00

25

$1,125

$2,250

22

$972

$1,944

4

$162

$324

8

$360

$720

10

$450

$900

8

$378

$756

4

$180

$360

4

$180

$360

2

$90

$180

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$1,800

$3,600

SPRING

Tops - Knit

11702014 Trainer Crewneck

Comet Grey

S - XXL

$180.00

$45.00

$90.00

50

$4,500.00

25

$1,125

$2,250

27

$1,215

$2,430

5

$203

$405

10

$450

$900

13

$563

$1,125

11

$473

$945

5

$225

$450

5

$225

$450

3

$113

$225

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$2,250

$4,500

SPRING

Tops - Knit

11702014 Trainer Crewneck

Nebula Red

S - XXL

$180.00

$45.00

$90.00

30

$2,700.00

25

$1,125

$2,250

16

$729

$1,458

3

$122

$243

6

$270

$540

8

$338

$675

6

$284

$567

3

$135

$270

3

$135

$270

2

$68

$135

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,350

$2,700

SPRING

Tops - Knit

11702014 Trainer Crewneck

Hyper Blue

S - XXL

$180.00

$45.00

$90.00

20

$1,800.00

25

$1,125

$2,250

11

$486

$972

2

$81

$162

4

$180

$360

5

$225

$450

4

$189

$378

2

$90

$180

2

$90

$180

1

$45

$90

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$900

$1,800

SPRING

Shorts

11703015 Scout Utility Short

Olive Drab

S - XL

$175.00

$43.75

$87.50

20

$1,750.00

25

$1,094

$2,188

11

$473

$945

2

$79

$158

4

$175

$350

5

$219

$438

4

$184

$368

2

$88

$175

2

$88

$175

1

$44

$88

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$875

$1,750

SPRING

Shorts

11703015 Scout Utility Short

Sand Dune

S - XL

$175.00

$43.75

$87.50

40

$3,500.00

25

$1,094

$2,188

22

$945

$1,890

4

$158

$315

8

$350

$700

10

$438

$875

8

$368

$735

4

$175

$350

4

$175

$350

2

$88

$175

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$1,750

$3,500

SPRING

Shorts

11703015 Scout Utility Short

Dark Ash

S - XL

$175.00

$43.75

$87.50

30

$2,625.00

25

$1,094

$2,188

16

$709

$1,418

3

$118

$236

6

$263

$525

8

$328

$656

6

$276

$551

3

$131

$263

3

$131

$263

2

$66

$131

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,313

$2,625

SPRING

Shorts

11703095 Scout Utility Short

Olive Drab Camo

S - XL

$190.00

$47.50

$95.00

30

$2,850.00

25

$1,188

$2,375

16

$770

$1,539

3

$128

$257

6

$285

$570

8

$356

$713

6

$299

$599

3

$143

$285

3

$143

$285

2

$71

$143

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,425

$2,850

SPRING

Shorts

11703016 Scout Utility Capri

Comet Grey

S - XL

$190.00

$47.50

$95.00

20

$1,900.00

33

$1,568

$3,135

11

$513

$1,026

2

$86

$171

4

$190

$380

5

$238

$475

4

$200

$399

2

$95

$190

2

$95

$190

1

$48

$95

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$950

$1,900

SPRING

Shorts

11703016 Scout Utility Capri

Olive Drab

S - XL

$190.00

$47.50

$95.00

20

$1,900.00

33

$1,568

$3,135

11

$513

$1,026

2

$86

$171

4

$190

$380

5

$238

$475

4

$200

$399

2

$95

$190

2

$95

$190

1

$48

$95

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$950

$1,900

SPRING

Shorts

11703016 Scout Utility Capri

Void Black

S - XL

$190.00

$47.50

$95.00

30

$2,850.00

34

$1,615

$3,230

16

$770

$1,539

3

$128

$257

6

$285

$570

8

$356

$713

6

$299

$599

3

$143

$285

3

$143

$285

2

$71

$143

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,425

$2,850

SPRING

Shorts

11703017 Cadet Chino Short

Sand Dune

S - XL

$150.00

$37.50

$75.00

50

$3,750.00

25

$938

$1,875

27

$1,013

$2,025

5

$169

$338

10

$375

$750

13

$469

$938

11

$394

$788

5

SPRING

Shorts

11703017 Cadet Chino Short

Comet Grey

S - XL

$150.00

$37.50

$75.00

20

$1,500.00

25

$938

$1,875

11

$405

$810

2

$68

$135

4

$150

$300

5

$188

$375

4

$158

$315

2

$75

$150

2

$75

$150

1

$38

$75

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$750

$1,500

SPRING

Shorts

11703017 Cadet Chino Short

Void Black

S - XL

$150.00

$37.50

$75.00

50

$3,750.00

25

$938

$1,875

27

$1,013

$2,025

5

$169

$338

10

$375

$750

13

$469

$938

11

$394

$788

5

$188

$375

5

$188

$375

3

$94

$188

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$1,875

$3,750

SPRING

Shorts

11703017 Cadet Chino Short

Deep Blue

S - XL

$150.00

$37.50

$75.00

40

$3,000.00

25

$938

$1,875

22

$810

$1,620

4

$135

$270

8

$300

$600

10

$375

$750

8

$315

$630

4

$150

$300

4

$150

$300

2

$75

$150

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

40

$1,500

$3,000

SPRING

Pants

11703018 Cadet Slim Chino

Sand Dune

S - XL

$180.00

$45.00

$90.00

50

$4,500.00

25

$1,125

$2,250

27

$1,215

$2,430

5

$203

$405

10

$450

$900

13

$563

$1,125

11

$473

$945

5

$225

$450

5

$225

$450

3

$113

$225

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$2,250

$4,500

SPRING

Pants

11703018 Cadet Slim Chino

Olive Drab

S - XL

$180.00

$45.00

$90.00

50

$4,500.00

25

$1,125

$2,250

27

$1,215

$2,430

5

$203

$405

10

$450

$900

13

$563

$1,125

11

$473

$945

5

$225

$450

5

$225

$450

3

SPRING

Pants

11703018 Cadet Slim Chino

Void Black

S - XL

$180.00

$45.00

$90.00

30

$2,700.00

25

$1,125

$2,250

16

$729

$1,458

3

$122

$243

6

$270

$540

8

$338

$675

6

$284

$567

3

$135

$270

3

$135

$270

2

$68

$135

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

30

$1,350

$2,700

SPRING

Pants

11703018 Cadet Slim Chino

Deep Blue

S - XL

$180.00

$45.00

$90.00

50

$4,500.00

25

$1,125

$2,250

27

$1,215

$2,430

5

$203

$405

10

$450

$900

13

$563

$1,125

11

$473

$945

5

$225

$450

5

$225

$450

3

$113

$225

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

50

$2,250

$4,500

SPRING

Pants

11703019 Officer Straight Trouser

Graphite Grey

S - XL

$180.00

$45.00

$90.00

20

$1,800.00

33

$1,485

$2,970

11

$486

$972

2

$81

$162

4

$180

$360

5

$225

$450

4

$189

$378

$90

$180

$180

1

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$900

$1,800

SPRING

Pants

11703019 Officer Straight Trouser

Sand Dune

S - XL

$180.00

$45.00

$90.00

20

$1,800.00

34

$1,530

$3,060

11

$486

$972

2

$81

$162

4

$180

$360

5

$225

$450

4

$189

$378

2

$90

$180

2

$90

$180

1

$45

$90

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$900

SPRING

Pants

11703019 Officer Straight Trouser

Deep Blue

S - XL

$180.00

$45.00

$90.00

20

$1,800.00

33

$1,485

$2,970

11

$486

$972

2

$81

$162

4

$180

$360

5

$225

$450

4

$189

$378

2

$90

$180

2

$90

$180

1

$45

$90

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

20

$900

$1,800

1,427

$70,381

$140,761

314

$12,700

$25,400

538 $26,190

$52,380

575 $31,491

$62,981

558

$27,416

$54,833

334

$13,926

$27,853

269

$13,095

$26,190

232

$7,794

$15,589

385

$14,293

$28,585

575

$26,091

$52,183

640

$26,923

$53,845

385

$14,293

$28,585

235

$9,251

$18,503

5,040

$223,463

$446,925

Class

SKU

Item

Totals

322 URBAN RECON LABS

Color

Target COG

5,040

446,925

Min Units

Min COG

Min Wholesale

Opening COG

Opening Wholesale

9.00%

SPRING

Projected annual $$ sales

Opening Units

10.00%

SPRING

Season

Target Wholesale

Projected SEASON unit sales

Suggested Retail

Nov Units

Nov COGS

Nov Wholesale

Dec Units

Dec COGS

Dec Wholesale

Jan Units

Jan COGS

Jan Wholesale

Feb Units

Feb COGS

4

$210

Feb Wholesale

$420

Mar Units

Mar COGS

2

3

3

2

1

4

2

$115

$225

$338

$100

$19

$220

$188

Mar Wholesale

$230

$450

$675

$200

$38

$440

$375

Apr Units

Apr COGS

5

2

3

3

2

1

4

5

2

$115

$225

$338

$100

$19

$220

$188

$90

Apr Wholesale

$230

$450

$675

$200

$38

$440

$375

May Units

3

1

2

2

1

1

2

3

May COGS

$266

$58

$113

$169

$50

$9

$110

$94

$113

$45

$531

$115

$225

$338

$100

$19

$220

$188

$225

$90

Jun Units

Jun COGS

0

0

0

0

0

0

0

0

0

0

Jun Wholesale

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Jul Units

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Jul COGS

0

0

0

0

0

0

0

0

0

0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Jul Wholesale

$0

$0

$0

$0

$0

$0

$0

$0

$0

Aug Units

0

0

0

0

0

0

0

0

0

0

Aug COGS

Aug Wholesale

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Sep Units

Sep COGS

0

0

0

0

0

0

0

0

0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Oct Units

Oct COGS

0

0

0

0

0

0

0

0

0

$0

$0

$0

$0

$0

$0

$0

$0

$0

Oct Wholesale

$0

$0

$0

$0

$0

$0

$0

$0

$0

Total Units Total COGS Total Wholesale

50

20

30

30

20

10

40

50

50

$1,150

$2,250

$3,375

$1,000

$188

$2,200

$1,875

$2,250

$9,000

$2,300

$4,500

$6,750

$2,000

$1,500

$375

$4,400

$3,750

$4,500

$1,800

APPENDIX 323


50% Wholesale IMU% 50% MSRP MU%

Season

Class

SKU

Item

Color

Sizes

Suggested Retail

Target COG

Target Wholesale

Spring/Summer Fall Winter Essentials Projected SEASON unit sales

Projected annual $$ sales

Min Units

Min COG

Min Wholesale

Opening Units

9.00%

20.00%

10.00%

Opening COG

Opening Wholesale

Nov Units

25.00%

10.00%

Nov COGS

Nov Wholesale

Dec Units

Dec Wholesale

Jan Units

10.00%

21.00%

5.00%

Dec COGS

Jan Wholesale

Feb Units

10.00%

10.00%

10.00%

Jan COGS

Feb COGS

Feb Wholesale

Mar Units

5.00%

5.00%

Mar COGS

Mar Wholesale

Apr Units

15.00% 10.00%

10.00%

Apr COGS

Apr Wholesale

May Units

May COGS

May Wholesale

Jun Units

30.00% 5.00%

Jun COGS

Jun Wholesale

Jul Units

30.00% 10.00%

Jul COGS

Jul Wholesale

Aug Units

15.00% 10.00%

Aug COGS

Aug Wholesale

Sep Units

100% 100% 100%

10.00% 5.00%

Sep COGS

Sep Wholesale

Oct Units

Oct COGS

Oct Wholesale

Total Units Total COGS Total Wholesale

FALL

Outerwear

21701001 Division Shell Jacket

Trail Brown

S - XXL

$410.00

$102.50

$205.00

20

$4,100.00

25

$2,563

$5,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$308

$615

6

$615

$1,230

6

$615

$1,230

3

$308

$615

2

$205

$410

20

$2,050

FALL

Outerwear

21701001 Division Shell Jacket

Night Blue

S - XXL

$410.00

$102.50

$205.00

20

$4,100.00

25

$2,563

$5,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$308

$615

6

$615

$1,230

6

$615

$1,230

3

$308

$615

2

$205

$410

20

$2,050

$4,100

FALL

Outerwear

21701001 Division Shell Jacket

Field Green

S - XXL

$410.00

$102.50

$205.00

20

$4,100.00

25

$2,563

$5,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$308

$615

6

$615

$1,230

6

$615

$1,230

3

$308

$615

2

$205

$410

20

$2,050

$4,100

FALL

Outerwear

21701001 Division Shell Jacket

Void Black

S - XXL

$410.00

$102.50

$205.00

30

$6,150.00

25

$2,563

$5,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$461

$923

9

$923

$1,845

9

$923

$1,845

5

$461

$923

3

$308

$615

30

$3,075

$6,150

FALL

Outerwear

21701002 Game Day Insulated Jacket

Night Blue

S - XXL

$375.00

$93.75

$187.50

30

$5,625.00

25

$2,344

$4,688

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$422

$844

9

$844

$1,688

9

$844

$1,688

5

$422

$844

3

$281

$563

30

$2,813

$5,625

FALL

Outerwear

21701002 Game Day Insulated Jacket

Field Green

S - XXL

$375.00

$93.75

$187.50

20

$3,750.00

25

$2,344

$4,688

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$281

$563

6

$563

$1,125

6

$563

$1,125

3

$281

$563

2

$188

$375

20

$1,875

$3,750

FALL

Outerwear

21701002 Game Day Insulated Jacket

Zone Red

S - XXL

$375.00

$93.75

$187.50

20

$3,750.00

25

$2,344

$4,688

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

$0

$0

$0

$0

$281

$563

2

$188

$1,875

$3,750

FALL

Outerwear

21701002 Game Day Insulated Jacket

Void Black

S - XXL

$375.00

$93.75

$187.50

30

$5,625.00

25

$2,344

$4,688

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$422

$844

9

$844

$1,688

9

$844

$1,688

5

$422

$844

3

$281

$563

30

$2,813

$5,625

FALL

Outerwear

21701003 Playbook Coach Jacket

Void Black

S - XXL

$200.00

$50.00

$100.00

50

$5,000.00

33

$1,650

$3,300

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

8

$375

$750

15

$750

$1,500

15

$750

$1,500

8

$375

$750

5

$250

$500

50

$2,500

$5,000

FALL

Outerwear

21701003 Playbook Coach Jacket

Night Blue

S - XXL

$200.00

$50.00

$100.00

40

$4,000.00

33

$1,650

$3,300

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$300

$600

12

$600

$1,200

12

$600

$1,200

6

$300

$600

4

$200

$400

40

$2,000

$4,000

FALL

Outerwear

21701003 Playbook Coach Jacket

Scrimmage Orange S - XXL

$200.00

$50.00

$100.00

40

$4,000.00

34

$1,700

$3,400

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$300

$600

12

$600

$1,200

12

$600

$1,200

6

$300

$600

4

$200

$400

40

$2,000

FALL

Outerwear

21701004 Ivy Knit Cardigan

Trophy Gold

S - XXL

$180.00

$45.00

$90.00

30

$2,700.00

33

$1,485

$2,970

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$203

$405

9

$405

$810

9

$405

$810

5

$203

$405

3

$135

$270

30

$1,350

$2,700

FALL

Outerwear

21701004 Ivy Knit Cardigan

Ice Blue

S - XXL

$180.00

$45.00

$90.00

30

$2,700.00

33

$1,485

$2,970

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$203

$405

9

$405

$810

9

$405

$810

5

$203

$405

3

$135

$270

30

$1,350

$2,700

FALL

Outerwear

21701004 Ivy Knit Cardigan

Trail Brown

S - XXL

$180.00

$45.00

$90.00

30

$2,700.00

34

$1,530

$3,060

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$203

$405

9

$405

$810

9

$405

$810

5

$203

$405

3

$135

$270

30

$1,350

$2,700

FALL

Outerwear

21701005 Parker Light Shell Jacket

Zone Red

S - XXL

$250.00

$62.50

$125.00

30

$3,750.00

25

$1,563

$3,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$281

$563

9

$563

$1,125

9

$563

$1,125

5

$281

$563

3

$188

$375

30

$1,875

$3,750

FALL

Outerwear

21701005 Parker Light Shell Jacket

Trail Brown

S - XXL

$250.00

$62.50

$125.00

30

$3,750.00

25

$1,563

$3,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$281

$563

9

$563

$1,125

9

$563

$1,125

5

$281

$563

3

$188

$375

30

$1,875

$3,750

FALL

Outerwear

21701005 Parker Light Shell Jacket

Night Blue

S - XXL

$250.00

$62.50

$125.00

40

$5,000.00

25

$1,563

$3,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$375

$750

12

$750

$1,500

12

$750

$1,500

6

$375

$750

4

$250

$500

40

$2,500

FALL

Outerwear

21701005 Parker Light Shell Jacket

Void Black

S - XXL

$250.00

$62.50

$125.00

40

$5,000.00

25

$1,563

$3,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$375

$750

12

$750

$1,500

12

$750

$1,500

6

$375

$750

4

$250

$500

40

$2,500

$5,000

FALL

Tops - Woven

21702006 Sophomore Oxford Shirt

Nimbus White

S - XXL

$180.00

$45.00

$90.00

30

$2,700.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$203

$405

9

$405

$810

9

$405

$810

5

$203

$405

3

$135

$270

30

$1,350

$2,700

FALL

Tops - Woven

21702006 Sophomore Oxford Shirt

Void Black

S - XXL

$180.00

$45.00

$90.00

30

$2,700.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$203

$405

9

$405

$810

9

$405

$810

5

$203

$405

3

$135

$270

30

$1,350

$2,700

FALL

Tops - Woven

21702006 Sophomore Oxford Shirt

Zone Red

S - XXL

$180.00

$45.00

$90.00

20

$1,800.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$135

$270

6

$270

$540

6

$270

$540

3

$135

$270

2

$90

$180

20

$900

$1,800

FALL

Tops - Woven

21702006 Sophomore Oxford Shirt

Night Blue

S - XXL

$180.00

$45.00

$90.00

20

$1,800.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$135

$270

6

$270

$540

6

$270

$540

3

$135

$270

2

$90

$180

20

$900

$1,800

FALL

Tops - Knit

21702007 Tackle Jersey

Scrimmage Orange S - XXL

$90.00

$22.50

$45.00

30

$1,350.00

25

$563

$1,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$101

$203

9

$203

$405

9

$203

$405

5

$101

$203

3

$68

$135

30

$675

$1,350

FALL

Tops - Knit

21702007 Tackle Jersey

Field Green

S - XXL

$90.00

$22.50

$45.00

30

$1,350.00

25

$563

$1,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$101

$203

9

$203

$405

9

$203

$405

5

$101

$203

3

$68

$135

30

$675

$1,350

FALL

Tops - Knit

21702007 Tackle Jersey

Night Blue

S - XXL

$90.00

$22.50

$45.00

30

$1,350.00

25

$563

$1,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$101

$203

9

$203

$405

9

$203

$405

5

$101

$203

3

$68

$135

30

$675

$1,350

FALL

Tops - Knit

21702007 Tackle Jersey

Void Black

S - XXL

$90.00

$22.50

$45.00

30

$1,350.00

25

$563

$1,125

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$101

$203

9

$203

$405

9

$203

$405

5

$101

$203

3

$68

$135

30

$675

$1,350

FALL

Tops - Knit

21702008 Pitch Raglan Jersey

Night Blue

S - XXL

$75.00

$18.75

$37.50

30

$1,125.00

25

$469

$938

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$84

$169

9

$169

$338

9

$169

$338

5

$84

$169

3

$56

$113

30

$563

$1,125

FALL

Tops - Knit

21702008 Pitch Raglan Jersey

Scrimmage Orange S - XXL

$75.00

$18.75

$37.50

30

$1,125.00

25

$469

$938

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$84

$169

9

$169

$338

9

$169

$338

5

$84

$169

3

$56

$113

30

$563

$1,125

FALL

Tops - Knit

21702008 Pitch Raglan Jersey

Trail Brown

S - XXL

$75.00

$18.75

$37.50

30

$1,125.00

25

$469

$938

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$84

$169

9

$169

$338

9

$169

$338

5

$84

$169

3

$56

$113

30

$563

$1,125

FALL

Tops - Knit

21702008 Pitch Raglan Jersey

Void Black

S - XXL

$75.00

$18.75

$37.50

30

$1,125.00

25

$469

$938

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$84

$169

9

$169

$338

9

$169

$338

5

$84

$169

3

$56

$113

30

$563

FALL

Tops - Knit

21702009 Gameday Crewneck

Trail Brown

S - XXL

$190.00

$47.50

$95.00

20

$1,900.00

25

$1,188

$2,375

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$143

$285

6

$285

$570

6

$285

$570

3

$143

$285

2

$95

$190

20

$950

$1,900

FALL

Tops - Knit

21702009 Gameday Crewneck

Scrimmage Orange S - XXL

$190.00

$47.50

$95.00

30

$2,850.00

25

$1,188

$2,375

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$214

$428

9

$428

$855

9

$428

$855

5

$214

$428

3

$143

$285

30

$1,425

$2,850

FALL

Tops - Knit

21702009 Gameday Crewneck

Athletic Heather

S - XXL

$190.00

$47.50

$95.00

40

$3,800.00

25

$1,188

$2,375

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$285

$570

12

$570

$1,140

12

$570

$1,140

6

$285

$570

4

$190

$380

40

$1,900

$3,800

FALL

Tops - Knit

21702009 Gameday Crewneck

Night Blue

S - XXL

$190.00

$47.50

$95.00

30

$2,850.00

25

$1,188

$2,375

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$214

$428

9

$428

$855

9

$428

$855

5

$214

$428

3

$143

$285

30

$1,425

$2,850

FALL

Tops - Knit

21702009 Gameday Crewneck

Void Black

S - XXL

$190.00

$47.50

$95.00

40

$3,800.00

25

$1,188

$2,375

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

$570

12

$570

$1,140

12

$570

$1,140

FALL

Tops - Knit

21702010 Gameday Hoody

Field Green

S - XXL

$210.00

$52.50

$105.00

20

$2,100.00

25

$1,313

$2,625

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$158

$315

6

$315

$630

6

$315

$630

3

$158

$315

2

$105

$210

20

$1,050

$2,100

FALL

Tops - Knit

21702010 Gameday Hoody

Athletic Heather

S - XXL

$210.00

$52.50

$105.00

20

$2,100.00

25

$1,313

$2,625

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$158

$315

6

$315

$630

6

$315

$630

3

$158

$315

2

$105

$210

20

$1,050

$2,100

FALL

Tops - Knit

21702010 Gameday Hoody

Night Blue

S - XXL

$210.00

$52.50

$105.00

30

$3,150.00

25

$1,313

$2,625

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$236

$473

9

$473

$945

9

$473

$945

5

$236

$473

3

$158

$315

30

$1,575

$3,150

FALL

Tops - Knit

21702010 Gameday Hoody

Void Black

S - XXL

$210.00

$52.50

$105.00

30

$3,150.00

25

$1,313

$2,625

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$236

$473

9

$473

$945

9

$473

$945

5

$236

$473

3

$158

$315

30

$1,575

$3,150

FALL

Pants

21703011 Cadet Slim Chino

Sand Dune

S - XL

$180.00

$45.00

$90.00

30

$2,700.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$135

30

$1,350

FALL

Pants

21703011 Cadet Slim Chino

Trail Brown

S - XL

$180.00

$45.00

$90.00

20

$1,800.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$135

$270

6

$270

$540

6

$270

$540

3

$135

$270

2

$90

$180

20

$900

$1,800

FALL

Pants

21703011 Cadet Slim Chino

Void Black

S - XL

$180.00

$45.00

$90.00

20

$1,800.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

3

$135

$270

6

$270

$540

6

$270

$540

3

$135

$270

2

$90

$180

20

$900

$1,800

FALL

Pants

21703011 Cadet Slim Chino

Night Blue

S - XL

$180.00

$45.00

$90.00

30

$2,700.00

25

$1,125

$2,250

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$203

$405

9

$405

$810

9

$405

$810

5

$203

$405

3

$135

$270

30

$1,350

$2,700

FALL

Denim

21703012 Rugged Slim Jean

Night Blue

S - XL

$200.00

$50.00

$100.00

40

$4,000.00

33

$1,650

$3,300

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$300

$600

12

$600

$1,200

12

$600

$1,200

6

$300

$600

4

$200

$400

40

$2,000

$4,000

FALL

Denim

21703012 Rugged Slim Jean

Indigo

S - XL

$200.00

$50.00

$100.00

40

$4,000.00

34

$1,700

$3,400

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$300

$600

12

$600

$1,200

12

$600

$1,200

FALL

Denim

21703012 Rugged Slim Jean

Void Black

S - XL

$200.00

$50.00

$100.00

40

$4,000.00

33

$1,650

$3,300

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

6

$300

$600

12

$600

$1,200

12

$600

$1,200

6

$300

$600

4

$200

$400

40

$2,000

$4,000

FALL

Denim

21703013 Rugged Straight Jean

Night Blue

S - XL

$200.00

$50.00

$100.00

30

$3,000.00

33

$1,650

$3,300

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$225

$450

9

$450

$900

9

$450

$900

5

$225

$450

3

$150

$300

30

$1,500

$3,000

FALL

Denim

21703013 Rugged Straight Jean

Indigo

S - XL

$200.00

$50.00

$100.00

30

$3,000.00

34

$1,700

$3,400

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

$900

5

$450

3

$150

$300

30

$1,500

$3,000

FALL

Denim

21703013 Rugged Straight Jean

Void Black

S - XL

$200.00

$50.00

$100.00

30

$3,000.00

33

$1,650

$3,300

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

5

$225

$450

9

$450

$900

9

$450

$900

5

$225

$450

3

$150

$300

30

$1,500

$3,000

FALL

Sweats

21703014 Gameday Sweat Joggers

Night Blue

S - XL

$150.00

$37.50

$75.00

60

$4,500.00

25

$938

$1,875

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

9

$338

$675

18

$675

$1,350

18

$675

$1,350

9

$338

$675

6

$225

$450

60

$2,250

$4,500

FALL

Sweats

21703014 Gameday Sweat Joggers

Athletic Heather

S - XL

$150.00

$37.50

$75.00

60

$4,500.00

25

$938

$1,875

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

9

$338

$675

18

$675

$1,350

18

$675

$1,350

9

$338

$675

6

$225

$450

60

$2,250

$4,500

FALL

Sweats

21703014 Gameday Sweat Joggers

Void Black

S - XL

$150.00

$37.50

$75.00

60

$4,500.00

25

$938

$1,875

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

9

$338

$675

18

$675

$1,350

18

$675

$1,350

9

$338

$675

6

$225

$450

60

$2,250

$4,500

FALL

Sweats

21703014 Gameday Sweat Joggers

Field Green

S - XL

$150.00

$37.50

$75.00

60

$4,500.00

25

$938

$1,875

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

0

$0

$0

9

$338

$675

18

$675

$1,350

18

$675

$1,350

9

$338

$675

6

$225

$450

60

$2,250

$4,500

1,427

$70,381

$140,761

314

$12,700

$25,400

538 $26,190

$52,380

575 $31,491

$62,981

558

$27,416

$54,833

334

$13,926

$27,853

269

$13,095

$26,190

232

$7,794

$15,589

385

$14,293

$28,585

575

$26,091

$52,183

640

$26,923

$53,845

385

$14,293

$28,585

235

$9,251

$18,503

5,040

$223,463

$446,925

Totals

324 URBAN RECON LABS

5,040

446,925

0

0

0

0

$0

$0

$0

$0

$0

$0

0

0

0

0

$0

$0

$0

$0

$0

$0

0

0

0

0

$0

$0

$0

$0

$0

$0

$0

$0

3

6

5

5

$281

$285

$203

$225

$563

$405

$450

6

9

9

$563

$405

$450

$1,125

$810

$900

6

9

9

$563

$405

$450

$1,125

$810

3

6

5

6

$285

$203

$300

$225

$570

$405

$600

4

4

$190

$200

$375

$380

$270

$400

20

40

40

$1,900

$2,000

$4,100

$4,000

$5,000

$1,125

$3,800

$2,700

$4,000

APPENDIX 325


50% Wholesale IMU% 50% MSRP MU%

Spring/Summer Fall Winter Essentials

20.00%

25.00%

21.00%

10.00%

5.00%

10.00%

10.00%

10.00%

10.00%

5.00%

5.00%

15.00% 10.00%

10.00%

May Wholesale

30.00% 5.00%

30.00% 10.00%

15.00% 10.00%

100% 100% 100%

10.00% 5.00%

Sep Wholesale

Sizes

Tee

99904001 Logo Tee V01

Void Black

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

Tee

99904001 Logo Tee V01

Nimbus White

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

99904001 Logo Tee V01

Athelitic Heather

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

ESSENTIALS

Tee

99904002 EX/EX LS Tee

Void Black

S - XXL

$60.00

$15.00

$30.00

50

$1,500.00

25

$375

$750

13

$188

$375

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

50

$750

$1,500

ESSENTIALS

Tee

99904002 EX/EX LS Tee

Nimbus White

S - XXL

$60.00

$15.00

$30.00

50

$1,500.00

25

$375

$750

13

$188

$375

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

50

$750

$1,500

ESSENTIALS

Tee

99904002 EX/EX LS Tee

Athelitic Heather

S - XXL

$60.00

$15.00

$30.00

50

$1,500.00

25

$375

$750

13

$188

$375

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

5

$75

$150

5

$75

$150

3

$38

$75

50

$750

$1,500

ESSENTIALS

Tee

99904003 College Tee

Void Black

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

99904003 College Tee

Nimbus White

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

ESSENTIALS

Tee

99904003 College Tee

Athletic Heather

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704001 Seasonal - Souvenier Tee

Void Black

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704001 Seasonal - Souvenier Tee

Nimbus White

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704001 Seasonal - Souvenier Tee

Olive Drab

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704001 Seasonal - Souvenier Tee

Nebula Red

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704001 Seasonal - Souvenier Tee

Hyper Blue

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704002 Seasonal - Urban Tactics Tee

Void Black

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704002 Seasonal - Urban Tactics Tee

Nimbus White

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

11704002 Seasonal - Urban Tactics Tee

Deep Blue

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

ESSENTIALS

Tee

11704002 Seasonal - Urban Tactics Tee

Olive Drab

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704001 Seasonal - Varsity Daze

Void Black

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704001 Seasonal - Varsity Daze

Athelitic Heather

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704001 Seasonal - Varsity Daze

Night Blue

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704001 Seasonal - Varsity Daze

Trail Brown

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

ESSENTIALS

Tee

21704002 Seasonal - Varsity

Field Green

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704002 Seasonal - Varsity

Zone Red

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704002 Seasonal - Varsity

Void Black

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

ESSENTIALS

Tee

21704002 Seasonal - Varsity

Deep Blue

S - XXL

$50.00

$12.50

$25.00

50

$1,250.00

25

$313

$625

13

$156

$313

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

5

$63

$125

5

$63

$125

3

$31

$63

50

$625

$1,250

1,427

$70,381

$140,761

314

$12,700

$25,400

538 $26,190

$52,380

575 $31,491

$62,981

558

$27,416

$54,833

334

$13,926

$27,853

269

$13,095

$26,190

232

$7,794

$15,589

385

$14,293

$28,585

575

$26,091

$52,183

640

$26,923

$53,845

385

$14,293

$28,585

235

$9,251

$18,503

5,040

$223,463

$446,925

Class

SKU

Item

Totals

326 URBAN RECON LABS

Color

Target COG

5,040

446,925

Min Units

Min COG

Min Wholesale

Opening COG

Opening Wholesale

9.00%

ESSENTIALS

Projected annual $$ sales

Opening Units

10.00%

ESSENTIALS

Season

Target Wholesale

Projected SEASON unit sales

Suggested Retail

Nov Units

Nov COGS

Nov Wholesale

Dec Units

Dec COGS

Dec Wholesale

Jan Units

Jan COGS

Jan Wholesale

Feb Units

Feb COGS

Feb Wholesale

Mar Units

Mar COGS

5

5

5

5

5

$63

$63

$63

$63

$63

Mar Wholesale

$125

$125

$125

$125

$125

Apr Units

Apr COGS

3

3

3

3

3

$31

$31

$31

$31

$31

Apr Wholesale

$63

$63

$63

$63

$63

May Units

5

5

5

5

5

May COGS

$63

$63

$63

$63

$63

$125

$125

$125

$125

$125

Jun Units

Jun COGS

5

5

5

5

5

$63

$63

$63

$63

$63

Jun Wholesale

$125

$125

$125

$125

$125

Jul Units

Jul COGS

3

3

3

3

3

$31

$31

$31

$31

$31

Jul Wholesale

$63

$63

$63

$63

$63

Aug Units

5

5

5

5

5

Aug COGS

$63

$63

$63

$63

$63

Aug Wholesale

$125

$125

$125

$125

$125

Sep Units

Sep COGS

5

5

5

5

5

$63

$63

$63

$63

$63

$125

$125

$125

$125

$125

Oct Units

Oct COGS

3

3

3

3

$31

$31

$31

$31

Oct Wholesale

$63

$63

$63

$63

Total Units Total COGS Total Wholesale

50

50

50

50

$625

$625

$625

$625

$1,250

$1,250

$1,250

$1,250

APPENDIX 327


PRODUCT CLASSIFICATION

Class Outerwear Tops - Woven Tops - Knit Shorts Pants Denim Sweats Tees

PRODUCT CLASSIFICATION BY VENDOR

Total Units Unit % to Total 1280 25% 500 10% 820 16% 350 7% 340 7% 210 4% 240 5% 1300 26%

Total

5040

Total COG $ 103,288 $ 21,513 $ 32,550 $ 14,688 $ 15,300 $ 10,500 $ 9,000 $ 16,625

100% $

TOTAL UNITS

Total Wholesale $ 206,575 $ 43,025 $ 65,100 $ 29,375 $ 30,600 $ 21,000 $ 18,000 $ 33,250

223,464 $

Wholesale % to total 46% 10% 15% 7% 7% 5% 4% 7%

446,925

Average Wholesale Item Count $ 161.39 13 $ 86.05 6 $ 79.39 7 $ 83.93 4 $ 90.00 2 $ 100.00 2 $ 75.00 1 $ 25.58 7

100%

$88.68

Contractor Clothier Design Source So Cal Garment Total

Total Units Unit % to Tot Total COG Total Wholesale % to total 3740 74% $ 206,839 $ 413,675 93% 1300 26% $ 16,625 $ 33,250 7% 5040

100% $

223,464 $

446,925

100.0%

Average Wholesale Item Count $ 110.61 35 $ 25.58 7

$88.68

42

42

WHOLESALE PERCENT TO TOTAL

Tees 7%

Tees 26%

Sweats 4% Denim 5%

Outerwear 25% Pants 7%

Outerwear 46% Shorts 7%

Sweats 5%

Tops - Woven 10%

Denim 4%

Tops - Knit 14%

Pants 7% Shorts 7%

328 URBAN RECON LABS

Tops - Knit 16%

Tops - Woven 10%

329


SALES PLAN

year one GM% IMU% year 2 growth year 3 growth

48.1% 50.0% 10.0% 15.0%

Shrinkage

OCT-Yr0

Nov-Yr1

BOM

$53,845.0 26,923 $ $26,923 50.0%

Q1-Yr1

$100,933

$28,585.0 14,293 $ $14,293 50.0%

$18,502.5 11,751 $6,751 36.5%

$140,761 $70,381 $70,381 50.0%

$108,875 $59,438 $49,438 45.4%

$96,356 $49,178 $47,178 49.0%

$100,933 $52,966 $47,966 47.5%

$446,925 $231,963 $214,963 48.1%

$

$55,341 $27,670

$28,900 $16,950

$27,450 $16,225

$16,685 $9,343

$508

$1,048

$1,260

$1,097

$557

$524

$312

$572

$1,044

$1,077

$572

$370

$140,761

$170,194

$145,667

$108,875

$69,631

$70,364

$96,356

$134,613

$134,613

$100,933

$75,027

$104,060

$134,613 4.7

$117,773 2.6

$87,980 1.9

$89,544 2.6

$155,478 5.5

Dec-Yr2

$154,837 $

$

$27,940 18,970 $ $8,970 32.1%

Jan-Yr2

$157,055

$89,253 2.0

$69,998 2.5

Feb-Yr2

$144,914

Mar-Yr2

$105,358

$83,360 2.7

Apr-Yr2

$68,021

$60,316 30,158 $ $30,158 50.0%

$30,638 17,819 $ $12,819 41.8%

$28,809 16,905 $ $11,905 41.3%

10,000.00 35.8%

$ 0.0%

0.0%

0.0%

5,000.00 $ 16.3%

5,000 $ 17.4%

$40,717 $20,358

$46,629 $23,315

$31,109 $15,554

$24,185 $12,092

$29,908 $14,954

$559

$1,152

$1,386

$1,206

$613

$144,914 $150,985 2.7

Dec-Yr3

$138,227 $32,131 21,065 $ $11,065 34.4%

$105,358 $125,136 2.1

Jan-Yr3

$145,932

$68,021

$61,678

$86,689 1.7

$64,849 2.2

Feb-Yr3

$149,035

Mar-Yr3

2,000.00 12.8%

0.0%

0.0%

0.0%

0.0%

5,000 27.0%

$0 0.0%

$10,000 9.2%

$2,000 2.1%

$5,000 5.0%

$17,000 3.8%

$56,157 $28,078

$29,157 $14,578

$19,546 $12,273

$29,017 $19,508

$58,190 $29,095

$74,649 $37,325

$252,451 $131,226

$108,534 $55,267

$104,860 $54,930

$161,856 $85,928

$627,701 $327,350

$154,837

$108,875

$96,356

$100,933

$154,837

$129,449 5.6

$141,374

$86,307

$116,628

$108,714

1.0

1.3

0.8

0.9

$115,484 6.2

May-Yr2

$61,678

$69,279 34,640 $ $34,640 50.0%

$155,946 5.5

$

$127,271 2.3

$57,618 28,809 $ $8,000 50.0%

$157,055

$

$157,930 3.2

Jul-Yr2

Jun-Yr2

$77,292 $17,148 9,574 $ $7,574 44.2%

$132,352

$118,459 $31,444 15,722 $15,722 50.0%

Aug-Yr2

$

Sep-Yr2

$100,849

Oct-Yr2

Q1-Yr2

Q2-Yr2

Q3-Yr2

Q4-Yr2

$120,352 3.71 Yr2 Total

$67,862

$85,614

$154,837

$105,358

$77,292

$100,849

$57,401 28,700 $ $28,700 50.0%

$59,230 29,615 $ $29,615 50.0%

$31,444 15,722 $ $15,722 50.0%

$20,353 12,676 $7,676 37.7%

$154,837 $82,419 $51,610 33.3%

$119,763 $64,881 $54,881 45.8%

$105,992 $53,996 $51,996 49.1%

$111,026 $58,013 $53,013 47.7%

$491,618 $259,309 $211,500 43.0%

$

2,000.00 11.7%

0.0%

0.0%

0.0%

0.0%

5,000 24.6%

$10,000 6.46%

$10,000 8.35%

$2,000 1.9%

$5,000 4.5%

$27,000 5.5%

$49,998 $24,999

$60,658 $30,329

$45,965 $22,983

$27,046 $13,523

$27,426 $13,713

$49,825 $24,912

$78,373 $39,187

$118,455 $59,228

$104,091 $52,046

$133,670 $66,835

$155,624 $77,812

$511,840 $255,920

$576

$343

$629

$1,148

$1,185

$629

$407

$132,352

$100,849

$67,862

$85,614

$138,227

$105,358

$77,292

$100,849

$138,227

$125,406 3.8

$116,601 2.3

$84,355 1.7

$76,738 2.2

$111,920 4.2

$140,541

$78,087

$107,238

$98,138

1.1

1.5

1.0

1.1

$77,292 $69,485 2.1

Apr-Yr3

$118,459 $97,875 4.5

May-Yr3

-$2,981

$52,850

$55,880 $19,720 12,360 $ $7,360 37.3%

$66,261 33,130 $ $33,130 50.0%

$79,671 39,836 $ $39,836 50.0%

$69,363 34,682 $ $34,682 50.0%

$35,233 25,117 $ $10,117 28.7%

$33,130 19,065 $ $14,065 42.5%

10,000.00 31.1%

$ 0.0%

0.0%

0.0%

15,000.00 $ 42.6%

5,000 $ 15.1%

$50,478 $25,239

$70,689 $35,344

$0

$0

$41,823 $20,911

Jul-Yr3

Jun-Yr3

$67,770

$106,769 $53,384

Yr1 Total

$96,356

$140,761 $70,381

$57,706 $28,853

Q4-Yr1

$108,875

5,000 $ 19.1%

$34,142 $17,071

Q3-Yr1

$140,761

5,000.00 $ 18.0%

$

Q2-Yr1

$104,060

$

Nov-Yr3

330 URBAN RECON LABS

$52,182.5 26,091 $ $26,091 50.0%

Oct-Yr1

$75,027

0.0%

BOM

Avg Stk Stk:Sls Turn

$28,585.0 14,293 $14,293 50.0%

Sep-Yr1

$100,933

0.0%

Avg Stk Stk:Sls Turn

EOM

$15,588.8 8,794 $ $6,794 43.6%

Aug-Yr1

$134,613

0.0%

EOM

Shrinkage

$134,613

0.0%

Shrinkage

Purchases -Retail Purchases -Cost

Jul-Yr1

Jun-Yr1

$96,356

$26,190.0 15,595 $ $10,595 40.5%

Purchases -Retail Purchases -Cost

MD$ MD%

May-Yr1

$70,364

$27,853 16,426 $ $11,426 41.0%

Nov-Yr2

Net Sales COGS GM$ GM%

Apr-Yr

$69,631

$54,833 27,416 $ $27,416 50.0%

BOM

MD$ MD%

Mar-Yr1

$108,875

$62,981 31,491 $ $31,491 50.0%

Avg Stk Stk:Sls Turn

Net Sales COGS GM$ GM%

Feb-Yr1

$145,667

$52,380 26,190 $ $26,190 50.0%

Shrinkage EOM

Jan-Yr1

$170,194

$25,400 12,700 $ $12,700 50.0%

$

MD$ MD% Purchases -Retail Purchases -Cost

Dec-Yr1

$140,761

Net Sales COGS GM$ GM%

2%

$134,125

$102,171 $36,160 18,080 $18,080 50.0%

Aug-Yr3

$

Sep-Yr3

$104,274

Oct-Yr3

Q1-Yr3

Q2-Yr3

Q3-Yr3

Q4-Yr3

$115,313 4.26 Yr3 Total

$59,566

$55,536

$138,227

$67,770

$55,880

$104,274

$66,011 33,005 $ $33,005 50.0%

$68,114 34,057 $ $34,057 50.0%

$36,160 18,080 $ $18,080 50.0%

$23,406 14,203 $9,203 39.3%

$178,063 $94,031 $84,031 47.2%

$137,727 $78,864 $58,864 42.7%

$121,891 $63,445 $58,445 47.9%

$127,680 $66,340 $61,340 48.0%

$565,360 $302,680 $262,680 46.5%

$

5,000.00 25.4%

0.0%

0.0%

0.0%

0.0%

5,000 21.4%

$10,000 5.62%

$20,000 14.52%

$5,000 4.1%

$5,000 3.9%

$40,000 7.1%

$71,405 $35,703

$68,837 $34,419

$37,480 $18,740

$24,768 $12,384

$32,854 $16,427

$71,729 $35,864

$121,167 $60,583

$148,592 $74,296

$177,723 $88,861

$129,351 $64,675

$576,832 $288,416

$643

$1,325

$1,593

$1,387

$705

$663

$394

$723

$1,320

$1,362

$723

$468

$145,932

$149,035

$67,770

-$2,981

$52,850

$55,880

$102,171

$134,125

$104,274

$59,566

$55,536

$98,391

$67,770

$55,880

$104,274

$98,391

$142,080 4.3

$147,483 2.2

$108,402 1.9

$32,395 1.0

$24,935 -0.1

$54,365 1.6

$79,025 2.8

$118,148 2.8

$119,199 2.0

$81,920 1.5

$57,551 1.6

$76,964 2.4

$125,241

$43,380

$99,112

$79,442

$92,908

1.4

3.2

1.2

1.6

6.09

APPENDIX 331


QUARTERLY SALES PLAN

Year 1

Year 2

Year 3

BOM

$140,761

$154,837

$138,227

BOM Inventory

$154,837

$105,358

$77,292

$100,849

Sales Purchases

$446,925 $627,701

$491,618 $511,840

$565,360 $576,832

EOM

$154,837

$138,227

$98,391

Total Net Sales COGS GM$ GM%

$154,837 $82,419 $51,610 33.3%

$119,763 $64,881 $54,881 45.8%

$105,992 $53,996 $51,996 49.1%

$111,026 $58,013 $53,013 47.7%

$491,618 $259,309 $211,500 43.0%

Avg Inv Turn

$120,352 3.71

$115,313 4.26

$92,908 6.09

Purchases -Retail Purchases -Cost

$118,455 $59,228

$104,091 $52,046

$133,670 $66,835

$155,624 $77,812

$511,840 $255,920

EOM Inventory

$105,358

$77,292

$100,849

$138,227

BOM/Avg Inventory

$140,541

$78,087

$107,238

$98,138

$115,313

1.10

1.53

0.99

1.13

4.26

Q1-Yr2

Turn

Q1-Yr1

Q2-Yr1

Q3-Yr1

Q4-Yr1

Yr1 Total

BOM Inventory

$140,761

$108,875

$96,356

$100,933

Total Net Sales COGS GM$ GM%

$140,761 $70,381 $70,381 50.0%

$108,875 $59,438 $49,438 45.4%

$96,356 $49,178 $47,178 49.0%

$100,933 $52,966 $47,966 47.5%

Purchases -Retail Purchases -Cost

$252,451 $131,226

$108,534 $55,267

$104,860 $54,930

$161,856 $85,928

EOM Inventory

$108,875

$96,356

$100,933

$154,837

BOM/Avg Inventory

$141,374

$86,307

$116,628

$108,714

$120,352

1.00

1.26

0.83

0.93

3.71

Turn

332 URBAN RECON LABS

Q2-Yr2

Q1-Yr3

Q3-Yr2

Q2-Yr3

Q4-Yr2

Q3-Yr3

Yr2 Total

Q4-Yr3

Yr3 Total

BOM Inventory

$138,227

$67,770

$55,880

$104,274

$446,925 $231,963 $214,963 48.1%

Total Net Sales COGS GM$ GM%

$178,063 $94,031 $84,031 47.2%

$137,727 $78,864 $58,864 42.7%

$121,891 $63,445 $58,445 47.9%

$127,680 $66,340 $61,340 48.0%

$565,360 $302,680 $262,680 46.5%

$627,701 $327,350

Purchases -Retail Purchases -Cost

$121,167 $60,583

$148,592 $74,296

$177,723 $88,861

$129,351 $64,675

$576,832 $288,416

EOM Inventory

$67,770

$55,880

$104,274

$98,391

BOM/Avg Inventory

$125,241

$43,380

$99,112

$79,442

$92,908

1.42

3.17

1.23

1.61

6.09

Turn

APPENDIX 333


CASH FLOW

Startup Loan/Personal $$

Oct - Yr 0 $222,695

Less: Start-up Capital Expenditures

$74,274

Less: Start-up Capital Expenditures

Equals: Available Start-up $$

$148,422

Equals: Available Start-up $$

Profit or <Loss>

Nov - Yr 1

Dec - Yr 1

Jan - Yr 1

Feb - Yr 1

Mar - Yr 1

Apr - Yr 1

May - Yr 1

Jun - Yr 1

Jul - Yr 1

Aug - Yr 1

Sep - Yr 1

Oct - Yr 1

Yr 1

Startup Loan/Personal $$

-$4,333

-$1,243

$6,655

$6,075

-$1,673

-$2,214

Profit or <Loss>

-$15,147

-$10,073

$445

$6,607

$1,478

-$5,873

-$19,296

$14,717

-$12,264

-$18,396

-$19,622

$366

$12,996

Less: Monthly Incr. of Inv ( at Cost)

$19,128

$0

-$16,840

-$12,953

$14,517

$25,388

$77,419

Less: Shrink and MDs (cost)

$254

$524

$630

$548

$2,779

$2,762

Less: Shrink and MDs (cost)

$1,156

$286

$522

$538

$286

$2,685

$12,969

Plus: Depreciation Expense

$973

$973

$973

$973

$973

$973

Plus: Depreciation Expense

$973

$973

$973

$973

$973

$973

$11,671

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$1,113

$13,362 -$111,374

Less: Monthly Incr. of Inv ( at Cost)

$70,381

Less: Principal Payments

Less: Principal Payments

Equals: Monthly Working Cash

-$70,381

-$19,444

$10,356

$24,280

$25,008

-$4,959

-$18,113

Equals: Monthly Working Cash

-$35,572

-$10,500

$16,622

$18,880

-$13,465

-$34,087

Equals: Monthly Net Cash

$78,041

-$19,444

$10,356

$24,280

$25,008

-$4,959

-$18,113

Equals: Monthly Net Cash

-$35,572

-$10,500

$16,622

$18,880

-$13,465

-$34,087

Cumulative Net Cash

$78,041

$58,597

$68,953

$93,233

$118,241

$113,282

$95,169

Cumulative Net Cash

$59,597

$49,097

$65,720

$84,600

$71,135

$37,047

334 URBAN RECON LABS

APPENDIX 335


PROFIT + LOSS

Nov-Yr1 $25,400 $12,700 $12,700

Dec-Yr1 $52,380 $26,190 $26,190

Jan-Yr1 $62,981 $31,491 $31,491

Feb-Yr1 $54,833 $27,416 $27,416

Mar-Yr1 $27,853 $16,426 $11,426

Apr-Yr1 $26,190 $15,595 $10,595

Yr1 Total $446,925 $231,963 $214,963

$2,500

$2,500

$2,500

$0

$0

$0

$15,000

3.4%

Merch. GM w/ R&D

$10,200

$23,690

$28,991

$27,416

$11,426

$10,595

$199,963

Wages* Clothing Allowance Payroll Taxes Rent Marketing Expense Travel Health Insurance Insurance Accounting/Books Banking Interest Expense Depreciation Utillties & Security Telephone Supplies Misc. Repairs et al Credit Card Transaction Fee Shrinkage Total Expense

$7,333 $0 $587 $1,861 $2,088 $0 $314 $250 $150 $15 $24 $973 $285 $50 $0 $0 $349 $254 $14,533

$7,333 $500 $587 $1,861 $11,348 $0 $314 $250 $150 $15 $24 $973 $285 $50 $0 $0 $720 $524 $24,933

$8,533 $0 $683 $1,861 $5,823 $1,880 $314 $250 $150 $15 $23 $973 $285 $50 $0 $0 $866 $630 $22,335

$8,533 $0 $683 $1,861 $5,023 $1,880 $314 $250 $150 $15 $23 $973 $285 $50 $0 $0 $754 $548 $21,341

$7,333 $0 $587 $1,861 $598 $0 $314 $250 $150 $15 $22 $973 $285 $50 $0 $0 $383 $279 $13,099

$7,333 $0 $587 $1,861 $348 $0 $314 $250 $150 $15 $22 $973 $285 $50 $0 $0 $360 $262 $12,809

Profit/Loss

-$4,333

-$1,243

$6,655

$6,075

-$1,673

-$2,214

Net Sales COGS Merchandise GM$ Research & Development

Credit card transaction fee

May-Yr1 $15,589 $8,794 $6,794

Jun-Yr1 $28,585 $14,293 $14,293

Jul-Yr1 $52,183 $26,091 $26,091

Research & Development

$2,500

$2,500

$2,500

44.7%

Merch. GM w/ R&D

$4,294

$11,793

$92,800 $1,000 $7,424 $22,328 $48,116 $10,090 $3,768 $3,000 $1,800 $180 $262 $11,671 $3,420 $600 $2,184 $0 $6,145 $4,469 $219,258

20.8% 0.2% 1.7% 5.0% 10.8% 2.3% 0.8% 0.7% 0.4% 0.0% 0.1% 2.6% 0.8% 0.1% 0.5% 0.0% 1.4% 1.0% 49.1%

Wages* Clothing Allowance Payroll Taxes Rent Marketing Expense Travel Health Insurance Insurance Accounting/Books Banking Interest Expense Depreciation Utillties & Security Telephone Supplies Misc. Repairs et al Credit Card Transaction Fee Shrinkage Total Expense

$7,333 $0 $587 $1,861 $3,048 $2,000 $314 $250 $150 $15 $22 $973 $285 $50 $2,184 $0 $214 $156 $19,441

-$19,296

-4.3%

Profit/Loss

2.75%

Net Sales COGS Merchandise GM$

Aug-Yr1 Sep-Yr1 $53,845 $26,923 $26,923

$28,585 $14,293 $14,293

Oct-Yr1 $18,503 $11,751 $6,751

Yr1 Total $446,925 $231,963 $214,963

%/Sls 100.0% 51.9% 48.1%

$0

$0

$0

$15,000

3.4%

$23,591

$26,923

$14,293

$6,751

$199,963

44.7%

$7,333 $0 $587 $1,861 $9,348 $0 $314 $250 $150 $15 $21 $973 $285 $50 $0 $0 $393 $286 $21,865

$8,533 $500 $683 $1,861 $5,823 $2,450 $314 $250 $150 $15 $21 $973 $285 $50 $0 $0 $718 $522 $23,146

$8,533 $0 $683 $1,861 $4,023 $1,880 $314 $250 $150 $15 $20 $973 $285 $50 $0 $0 $740 $538 $20,316

$7,333 $0 $587 $1,861 $298 $0 $314 $250 $150 $15 $20 $973 $285 $50 $0 $0 $393 $286 $12,814

$7,333 $0 $587 $1,861 $348 $0 $314 $250 $150 $15 $20 $973 $285 $50 $0 $0 $254 $185 $12,624

$92,800 $1,000 $7,424 $22,328 $48,116 $10,090 $3,768 $3,000 $1,800 $180 $262 $11,671 $3,420 $600 $2,184 $0 $6,145 $4,469 $219,258

20.8% 0.2% 1.7% 5.0% 10.8% 2.3% 0.8% 0.7% 0.4% 0.0% 0.1% 2.6% 0.8% 0.1% 0.5% 0.0% 1.4% 1.0% 49.1%

-$15,147

-$10,073

$445

$6,607

$1,478

-$5,873

-$19,296

-4.3%

$11,802 $5,483 $14,278 $1,311 8%

$11,802 $9,777 $24,070 $4,515 16%

$13,598 $6,576 $32,668 $19,515 37%

$13,098 $4,799 $31,721 $22,124 41%

$11,802 $726 $15,019 $13,566 47%

$11,802 $637 $12,388 $6,114 33%

$147,811 $56,888 $288,850 $158,075

33.1% 12.7% 64.6%

$140,320 $4,677 $585

$74,718 $2,491 $311

$36,362 $1,212 $152

$31,879 $1,063 $133

$24,868 $829 $104

$35,716 $1,191 $149

$548,468 $18,282 $2,285

Credit card transaction fee

Fixed Expenses Variable Expenses Total Variable exp + COG Contribution Mar $ Contribution Margin %

$11,802 $2,476 $15,176 $10,224 40%

$12,302 $12,107 $38,297 $14,083 27%

$13,098 $6,727 $38,218 $24,763 39%

$13,098 $5,815 $33,231 $21,602 39%

$11,802 $1,018 $17,445 $10,408 37%

$11,802 $745 $16,340 $9,850 38%

$147,811 $56,888 $288,850 $158,075

BreakEven$ Volume BreakEven Sales per day BreakEven Sales per hour

$29,322 $977 $122

$45,756 $1,525 $191

$33,313 $1,110 $139

$33,248 $1,108 $139

$31,584 $1,053 $132

$31,381 $1,046 $131

$548,468 $18,282 $2,285

336 URBAN RECON LABS

%/Sls 100.0% 51.9% 48.1%

33.1% 12.7% 64.6%

Fixed Expenses Variable Expenses Total Variable exp + COG Contribution Mar $ Contribution Margin % BreakEven$ Volume BreakEven Sales per day BreakEven Sales per hour

APPENDIX 337


LOAN PAYMENT

338 URBAN RECON LABS

Total Payment Due

Month

Balance of Loan

Principal

Monthly Interest

1

$66,808.54

$1,113

$

24 $

1,138

2

$65,695.06

$1,113

$

24 $

1,137

3

$64,581.58

$1,113

$

23 $

1,137

4

$63,468.11

$1,113

$

23 $

1,136

5

$62,354.63

$1,113

$

22 $

1,136

6

$61,241.16

$1,113

$

22 $

1,136

7

$60,127.68

$1,113

$

22 $

1,135

8

$59,014.21

$1,113

$

21 $

1,135

9

$57,900.73

$1,113

$

21 $

1,134

10

$56,787.26

$1,113

$

20 $

1,134

11

$55,673.78

$1,113

$

20 $

1,134

12

$54,560.30

$1,113

$

20 $

1,133

13

$53,446.83

$1,113

$

19 $

1,133

14

$52,333.35

$1,113

$

19 $

1,132

15

$51,219.88

$1,113

$

18 $

1,132

16

$50,106.40

$1,113

$

18 $

1,132

17

$48,992.93

$1,113

$

18 $

1,131

18

$47,879.45

$1,113

$

17 $

1,131

19

$46,765.98

$1,113

$

17 $

1,130

20

$45,652.50

$1,113

$

16 $

1,130

21

$44,539.02

$1,113

$

16 $

1,130

22

$43,425.55

$1,113

$

16 $

1,129

23

$42,312.07

$1,113

$

15 $

1,129

24

$41,198.60

$1,113

$

15 $

1,128

25

$40,085.12

$1,113

$

14 $

1,128

26

$38,971.65

$1,113

$

14 $

1,128

27

$37,858.17

$1,113

$

14 $

1,127

28

$36,744.69

$1,113

$

13 $

1,127

29

$35,631.22

$1,113

$

13 $

1,126

30

$34,517.74

$1,113

$

12 $

1,126

31

$33,404.27

$1,113

$

12 $

1,126

32

$32,290.79

$1,113

$

12 $

1,125

33

$31,177.32

$1,113

$

11 $

1,125

34

$30,063.84

$1,113

$

11 $

1,124

35

$28,950.37

$1,113

$

10 $

1,124

36

$27,836.89

$1,113

$

10 $

1,123

37

$26,723.41

$1,113

$

10 $

1,123

38

$25,609.94

$1,113

$

9 $

1,123

39

$24,496.46

$1,113

$

9 $

1,122

40

$23,382.99

$1,113

$

8 $

1,122

41

$22,269.51

$1,113

$

8 $

1,121

42

$21,156.04

$1,113

$

8 $

1,121

43

$20,042.56

$1,113

$

7 $

1,121

44

$18,929.09

$1,113

$

7 $

1,120

45

$17,815.61

$1,113

$

6 $

1,120

46

$16,702.13

$1,113

$

6 $

1,119

47

$15,588.66

$1,113

$

6 $

1,119

48

$14,475.18

$1,113

$

5 $

1,119

49

$13,361.71

$1,113

$

5 $

1,118

50

$12,248.23

$1,113

$

4 $

1,118

51

$11,134.76

$1,113

$

4 $

1,117

52

$10,021.28

$1,113

$

4 $

1,117

53

$8,907.80

$1,113

$

3 $

1,117

54

$7,794.33

$1,113

$

3 $

1,116

55

$6,680.85

$1,113

$

2 $

1,116

56

$5,567.38

$1,113

$

2 $

1,115

57

$4,453.90

$1,113

$

2 $

1,115

58

$3,340.43

$1,113

$

1 $

1,115

59

$2,226.95

$1,113

$

1 $

1,114

60

$1,113.48

$1,113

$

0 $

-

MARKETING BUDGET NOV Branding Concrete Jungles Urban Tactics Varisty Daze Client Survival Kit Data Log

DEC

JAN

FEB

MAR

APR

MAY

JUN

JUL

AUG

SEP

OCT

1000 1000 1000 425

425

2000

Event Trunk Shows Trade Shows Giveaway

425

425

3500

3500

2000

3500

1000 3500 250

Media Channel Facebook - Paid Instagram - Paid E-Mails - Consumer E-Maiils - Target Market PR - Blogs PR - Magazines Direct Mail Website SEO

15 15

150 150 15 15 3000

58

6000 18

2,088 $

11,348 $

150 150 15 15 1500 50 18

250

15 15

150 150 15 15

150 150 15 15

15 15

50 18

18

18

18

5,023 $

598 $

348 $

3,048 $

150 150 15 15 3000 6000 18

150 150 15 15

15 15

15 15

150 150 15 15

1500 50 18

50 18

18

18

4,023 $

298 $

348 $

Place holder TOTAL

$

5,823 $

9,348 $

TOTAL $ $ 1,000 $ 1,000 $ 1,000 $ 1,700 $ 4,000 $ $ $ 1,000 $ 14,000 $ 500 $ $ $ 1,050 $ 1,050 $ 180 $ 180 $ 6,000 $ 3,000 $ 12,200 $ 256 $ $ $ $ $ -

5,823 $

48,116

APPENDIX 339


09.02

WORKS CITED WORKS CITED “15 Economic Facts About Millennials.” 15 ECONOMIC FACTS ABOUT MILLENNIALS (2014): n. pag. The White House. USA.gov, Oct. 2014. Web. 17 Feb. 2016. “About | White Mountaineering Official Web Site.” White Mountaineering. Rhino-Inc., n.d. Web. 5 July 2016. “Adidas Annual Report 2016.” (n.d.): n. pag. Adidas. Adidas Group, 3 Mar. 2017. Web. 30 April 2017. “American Lifestyles: Balance or Bust April 2016.” Mintel. Mintel, Apr. 2016. Web. 20 June 2016. “Annual Estimates of the Resident Population for Selected Age Groups by Sex for the United States, States, Counties, and Puerto Rico Commonwealth and Municipios: April 1, 2010 to July 1, 2014.” U.S. Census Bureau. U.S. Census Bureau, June 2015. Web. 18 Feb. 2016. “Athletic Lifestyles Keep Apparel Sales Healthy.” Morgan Stanley. Morgan Stanley, 30 Oct. 2015. Web. 20 June 2016. “CES News Releases.” U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, n.d. Web. 30 June 2016. “Columbia Sportswear Annual Report 2016.” Columbia Sportswear. Columbia Sportswear Company, n.d. Web. 30 April 2017. “Consumer Perspectives on “Green” Apparel - Cotton Incorporated.”Consumer Perspectives on “Green” Apparel - Cotton Incorporated. Cotton Incorporated, n.d. Web. 5 July 2016.

340 URBAN RECON LABS

“Dressing Down: The Rise of Athleisure.” CBSNews. CBS Interactive, 22 May 2016. Web. 20 June 2016. “Fitness Clothing - US.” Mintel. Mintel, Oct. 2014. Web. 30 June 2016. “Frequently Asked Questions.” U.S. Census Bureau: FAQs. U.S. Census Bureau, n.d. Web. 17 Feb. 2016. “Global Unemployment Projected to Rise in Both 2016 and 2017.” World Employment and Social Outlook – Trends 2016:. International Labour Organization, 19 Jan. 2016. Web. 27 June 2016. “Men’s Clothing 2016.” Mintel. Mintel, Mar. 2016. Web. 20 June 2016. “Men’s Clothing 2016 Market Factors.” Mintel. Mintel, Mar. 2016. Web. 20 June 2016. “Men’s Spending on Clothing 2016.” Mintel. Mintel, Mar. 2016. Web. 20 June 2016. "Millennials: Breaking the Myths." Millennials: Breaking the Myths. Nielsen, 27 Jan. 2014. Web. 01 Mar. 2017. “Millennials Infographic.” Goldman Sachs. Goldman Sachs, n.d. Web. 27 July 2016. “NIKE FY2016 Annual Report.” Nike. Nike, Inc., 21 July 2016. Web. 30 April 2017. “Nike Sustainable Innovation.” Nike. Nike, Inc., n.d. Web. 30 June 2016. “Outdoor Enthusiasts - US.” Mintel. Mintel, Feb. 2015. Web. 30 June 2016.

“Population Estimates, July 1, 2015, (V2015).” UNITED STATES QuickFacts from the US Census Bureau. US Department of Commerce, n.d. Web. 27 June 2016. "The Men, the Myths, the Legends: Why Millennial "Dudes" Might Be More Receptive to Marketing than We Thought." The Men, the Myths, the Legends: Why Millennial "Dudes" Might Be More Receptive to Marketing than We Thought. Nielsen, 10 Dec. 2014. Web. 21 Feb. 2017. "Top 10 US Markets by Concentration of Wealthy Millennials." MarketingCharts. Watershed Publishing, 25 Feb. 2014. Web. 21 Feb. 2017. “Under Armour Annual Report 2016.” (n.d.): n. pag. Under Armour. Under Armour, Inc., 28 Apr. 2017. Web. 30 April 2017. “Under Armour Opens UA Lighthouse Manufacturing And Design Leadership Center In The Brand’s Hometown Of Baltimore.” UABIZ. N.p., 28 June 2016. Web. 5 July 2016. “VF Corporation Annual Report 2016.” (n.d.): n. pag. VF Corporation. VF Corporation. Web. 30 April 2016. Bain, Marc. “You Know What’s a Great Investment Opportunity? Activewear, Says Morgan Stanley.” Quartz. Quartz, 15 Oct. 2015. Web. 20 June 2016. Bomey, Nathan, and Matt Krantz. “U.S. Stocks Hammered as Brexit Shock Rocks Markets.” USA Today. Gannett, 24 June 2016. Web. 27 June 2016.

Chua, Jasmin Malik. “Nike Now Makes Most of Its Products From Recycled Waste.” Ecouterre Nike Now Makes Most of Its Products From Recycled Waste Comments. Ecouterre, 17 May 2016. Web. 14 July 2016. Conerly, Bill. “Global Economic Forecast 20162017.” Forbes. Forbes Magazine, 24 Nov. 2015. Web. 27 June 2016. DiBlasio, Natalie. “Retailers Rush to Tap Millennial ‘athleisure’ Market.” USA Today. Gannett, 29 Dec. 2014. Web. 20 June 2016. Foster, Ann C. “Consumer Expenditures Vary by Age : Beyond the Numbers: U.S. Bureau of Labor Statistics.” U.S. Bureau of Labor Statistics. U.S. Bureau of Labor Statistics, 10 Dec. 2015. Web. 27 June 2016. Fumo, Nicola. “How Athletic Brands Savvily Leverage Cool.” Racked. Vox Media, 12 Aug. 2015. Web. 5 July 2016. Gorrab, Chourouk. “Menswear Will Contribute US$40 Billion Sales in the Global Apparel Market by 2019.” Business Wire. Business Wire, 30 Mar. 2015. Web. 16 Feb. 2016. Johnson, Rebecca May. “A Survivalist Streak in Menswear.” The Business of Fashion. The Business of Fashion, 06 Feb. 2015. Web. 20 June 2016. Kim, Ashleigh. “Menswear Sales Are Thriving Despite Global Retail Losses.”Hypebeast. Hypebeast, 11 Jan. 2016. Web. 20 June 2016. LaMagna, Maria. “Have We Reached Peak FitBit?” MarketWatch. MarketWatch Inc., 28 Jan. 2016. Web. 5 July 2016.

APPENDIX 341


IMAGE SOURCES

09.03

IMAGE SOURCES Lieber, Chavie. “Selling the Great Outdoors: The Billion-Dollar Brand Battle for the Casual Camper.” Racked. Vox Media, 07 May 2015. Web. 20 June 2016.

Soble, Jonathan. “Brexit’s Effects Hit Hard in Japan.” The New York Times. The New York Times Company, 24 June 2016. Web. 27 June 2016.

Morency, Christopher. “The Outdoor ‘Dad Brands’ Tapping Urban Youth.” The Business of Fashion. The Business of Fashion, 03 June 2016. Web. 20 June 2016.

Tabuchi, Hiroko. “Products and Competition Stretch Market for ‘Athleisure’ Clothing.” The New York Times. The New York Times, 25 Mar. 2016. Web. 20 June 2016.

Petro, Greg. “Lululemon, Nike And The Rise Of ‘Athleisure’” Forbes. Forbes Magazine, 16 Sept. 2015. Web. 20 June 2016.

Talley, Ian. “IMF Cuts 2016 Global Economic Growth Outlook to 3.2%.” WSJ. Dow Jones and Company, 12 Apr. 2016. Web. 27 June 2016.

Roberts, Michael. “The Outdoor Industry Has a Millennial Problem.” Outside Online. Mariah Media Network, 30 July 2015. Web. 20 June 2016.

Wang, Lisa. “No Signs of Slowing in the Global Menswear Market.” The Business of Fashion. The Business of Fashion, 17 June 2014. Web. 14 July 2016.

Robertson, James. “Adidas Launches Potentially Revolutionary Recycling Initiative That Could Change The Sports Apparel Industry.” SportTechie. SportTechie, 01 Oct. 2015. Web. 5 July 2016.

Wolf, Cameron. “Why Fashion Collaborations Are So Crucial for Athletic Brands.” Complex. Complex Media, 12 Aug. 2015. Web. 5 July 2016.

Sherman, Lauren. “For the Activewear Market, There’s No Way But Up.” The Business of Fashion. The Business of Fashion, 15 Jan. 2014. Web. 20 June 2016. Sherman, Lauren. “Is Activewear the New Denim?” The Business of Fashion. The Business of Fashion, 05 June 2014. Web. 20 June 2016. Sherman, Lauren. “When Heritage Brands Become Accidental Fashion Labels.” The Business of Fashion. The Business of Fashion, 13 May 2015. Web. 01 Aug. 2016. Smith, Katie. “Room To Grow: Menswear Market Opportunities - EDITED.” EDITED. N.p., 27 Jan. 2016. Web. 30 June 2016.

Yeung, Helena. “Menswear Slated to Generate $40 Billion USD to Global Apparel Market.” Hypebeast. Hypebeast, 30 Mar. 2015. Web. 20 June 2016. Zaleski, Andrew. “Who’s Winning the 3D-Printed Shoe Race?” Fortune Whos Winning the 3DPrinted Shoe Race Comments. Fortune, 14 Dec. 2015. Web. 5 July 2016. Zogby, John. “Who Are the Creative Class? Why Do They Matter?” Forbes. Forbes Magazine, 21 Aug. 2015. Web. 17 Feb. 2016.

Acronym Jacket. Digital image. Acronym. N.p., n.d. Web. 30 June 2016.

Carhartt WIP Look. Digital image. Common Knowledge. N.p., n.d. Web. 30 June 2016.

Acronym Jacket 2. Digital image. Acronym. N.p., n.d. Web. 30 June 2016.

Columbia Look. Digital image. Cool Hunting. N.p., n.d. Web. 30 June 2016.

Acronym Jacket 3. Digital image. Acronym. N.p., n.d. Web. 30 June 2016.

“Columbia x KITH.” KITH. N.p., n.d. Web. 30 June 2016.

Acronym Track Jacket. Digital image. Acronym. N.p., n.d. Web. 30 June 2016.

“Disposable Personal Income Change From Previous Period” Mintel. N.p., n.d. Web. 30 June 2016.

Adidas x Jeremy Scott. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. Adidas x Kolor. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. Adidas x Pharrell Williams. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. Adidas Y-3 Look. Digital image. WGSN. N.p., n.d. Web. 30 June 2016. Adidas Yeezy Look. Digital image. WGSN. N.p., n.d. Web. 30 June 2016. Alameda Location. Digital image. LoopNet. N.p., n.d. Web. 30 June 2016. Arc’Teryx End Editorial. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. Arc’Teryx Haven Look Book . Digital image. Haven. N.p., n.d. Web. 30 June 2016. Arc’Teryx Haven Look Book 2. Digital image. Haven. N.p., n.d. Web. 30 June 2016. Bodega Store Sales Floor. Digital image. Verge Campus. N.p., n.d. Web. 30 June 2016. Burton Thirteen. Digital image. Burton. N.p., n.d. Web. 30 June 2016.

342 URBAN RECON LABS

Don’t Buy This Jacket Ad. Digital image. Patagonia. Patagonia, n.d. Web. 30 June 2016. DSPTCH Store Sales Floor. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. East Dane Website. Digital image. East Dane. N.p., n.d. Web. 30 June 2016. Engineered Garments Look. Digital image. Engineered Garments. N.p., n.d. Web. 30 June 2016. “Environmental Marketing Terms Likely to Motivate Consumers.” Consumer Perspectives on “Green” Apparel - Cotton Incorporated. N.p., n.d. Web. 30 June 2016. “Exports By Destination 2014.” World Trade Organization. N.p., n.d. Web. 27 June 2016. Forever 21 Athletic Look Book Image. Digital image. Frumpy to Funky. N.p., n.d. Web. 30 June 2016. Fott Patagonia Look Book. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. Garret Leight Look Book. Digital image. Garrett Leight. N.p., n.d. Web. 30 June 2016.

APPENDIX 343


Garret Leight Look Book 2. Digital image. Garrett Leight. N.p., n.d. Web. 30 June 2016.

Neighborhood End Editorial. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016.

“Poler Stuff Adventure Skate.” Poler. N.p., n.d. Web. 30 June 2016.

Stone Island Jacket. Digital image. Stone Island. N.p., n.d. Web. 30 June 2016.

“Global Markets Plummet in Wake of Brexit.” Global Markets Plummet in Wake of Brexit. Graphiq, 24 June 2016. Web. 27 June 2016.

“Neighborhood x Adidas.” EU Kicks. N.p., n.d. Web. 30 June 2016.

Poler Jacket. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Commonwealth. N.p., n.d. Web. 30 June 2016.

Nike ACG. Digital image. Nike. N.p., n.d. Web. 30 June 2016.

Red Wing Heritage Boots. Digital image. Marcus Troy. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Communion PDX. N.p., n.d. Web. 30 June 2016.

Nike ACG Jacket. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016.

Revival Store Sales Floor. Digital image. ArchRevival. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Concepts. N.p., n.d. Web. 30 June 2016.

Nike Gyakusou Look. Digital image. Nike. N.p., n.d. Web. 30 June 2016.

Revolve-Man Site. Digital image. Revolve. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Machus. N.p., n.d. Web. 30 June 2016.

“Nike x Kim Jones.” Vogue. N.p., n.d. Web. 30 June 2016.

San Francisco Location. Digital image. LoopNet. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Notre. N.p., n.d. Web. 30 June 2016.

“Nike Lab Essentials.” Nike. N.p., n.d. Web. 30 June 2016.

San Leandro Location. Digital image. LoopNet. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Portland Dry Goods. N.p., n.d. Web. 30 June 2016.

“Nike x Olivier Rousteing.” Nike. N.p., n.d. Web. 30 June 2016.

San Leandro Floor Plan. Digital image. LoopNet. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Classroom. N.p., n.d. Web. 30 June 2016.

“Nike x Riccardo Tisci.” Vogue. N.p., n.d. Web. 30 June 2016.

Seams Store Sales Floor. Digital image. The Hundreds. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. The Darkside Initiative. N.p., n.d. Web. 30 June 2016.

Nike Runner. Digital image. Nike. N.p., n.d. Web. 30 June 2016.

Snow Peak Jacket. Digital image. HBX. N.p., n.d. Web. 30 June 2016.

Store Sales Floor. Digital image. Union LA. N.p., n.d. Web. 30 June 2016.

“Morgan Stanley’s Projection For Global Activewear Sales.” Quartz. N.p., n.d. Web. 30 June 2016.

“Nike x Sacai Look.” Hypebeast. N.p., n.d. Web. 30 June 2016.

Snow Peak Look Book Image. Digital image. Outdoor Aesthetics. N.p., n.d. Web. 30 June 2016.

“The North Face HyperAir.” Hypebeast. N.p., n.d. Web. 30 June 2016.

Mountain Hardwear x Cole Haan. Digital image. Altitude. N.p., n.d. Web. 30 June 2016.

“Nike Sports Wear Tech Pack.” Hypebeast. N.p., n.d. Web. 30 June 2016.

Mr. Porter. Digital image. Mr. Porter. N.p., n.d. Web. 30 June 2016.

“Perceived Change in Spending, By Category January 2016.” Mintel. Mintel, Apr. 2016. Web. 27 June 2016.

H&M Sport. Digital image. Hypebeast. N.p., n.d. Web. 30 June 2016. Huckberry Site. Digital image. Huckberry. N.p., n.d. Web. 30 June 2016. Kit & Ace Shirt. Digital image. Kit & Ace. N.p., n.d. Web. 30 June 2016. L.L.Bean Vintage Duck Boots. Digital image. La Segunda Boutique. N.p., n.d. Web. 30 June 2016. Levi’s Commuter Look Book Image. Digital image. Bike Ridr. N.p., n.d. Web. 30 June 2016. Mild Blend Store Sales Floor. Digital image. 3Sixteen. N.p., n.d. Web. 30 June 2016. “Millennials Infographic.” Goldman Sachs. Goldman Sachs, n.d. Web. 27 July 2016.

“Nanamica Spring 2013.” Hypebeast. N.p., n.d. Web. 30 June 2016. Need Supply Store Sales Floor. Digital image. RVA Blog. N.p., n.d. Web. 30 June 2016.

344 URBAN RECON LABS

“Poler Stuff Adventure.” Poler. N.p., n.d. Web. 30 June 2016.

Sportique Store Sales Floor. Digital image. Interior Design Fair. N.p., n.d. Web. 30 June 2016. St. Alfred Store Sales Floor. Digital image. The Hundreds. N.p., n.d. Web. 30 June 2016.

The

“The North Face Urban Exploration.” The North Face. N.p., n.d. Web. 30 June 2016. The North Face x Supreme Map Jacket. Digital image. Supreme. N.p., n.d. Web. 30 June 2016. “The North Face x Supreme Steep Tech.” Hypebeast. N.p., n.d. Web. 30 June 2016.

Standard and Strange Store Sales Floor. Digital image. Leisure List. N.p., n.d. Web. 30 June 2016.

APPENDIX 345


The North Face x Supreme Yellow Jacket. Digital image. Supreme. N.p., n.d. Web. 30 June 2016. Theory Athletic Apparel. Digital image. Fashiongonerogue. N.p., n.d. Web. 30 June 2016. Today Clothing Store Sales Floor. Digital image. 3Sixteen. N.p., n.d. Web. 30 June 2016. Top US Markets by Concentration of Wealthy Millennials. Digital image. Chart/table From: Top 10 US Markets by Concentration of Wealthy Millennials. Watershed Publishing, 25 Feb. 2014. Web. 21 Feb. 2017. Tory Sport. Digital image. Popsugar. N.p., n.d. Web. 30 June 2016. “Total Activewear Sales in 2014.” Quartz. N.p., n.d. Web. 30 June 2016. Una Maes Store Sales Floor. Digital image. JackThreads. N.p., n.d. Web. 30 June 2016. Under Armour 3-D Scanning. Digital image. UABIZ. Acquire Media, 28 June 2016. Web. 30 June 2016. Under Armour Lookbook Image. Digital image. Under Armour. N.p., n.d. Web. 30 June 2016. Visvim Look Book Image. Digital image. Highsnobiety. N.p., n.d. Web. 30 June 2016. Visvim Sense Editorial. Digital image. Style Engine. N.p., n.d. Web. 30 June 2016. Welcome Stranger Store Sales Floor. Digital image. Time Out. N.p., n.d. Web. 30 June 2016. Westerlind Store Sales Floor. Digital image. Griffin Loop. N.p., n.d. Web. 30 June 2016.

346 URBAN RECON LABS

White Mountaineering Look. Digital image. WGSN. N.p., n.d. Web. 30 June 2016. White Mountaineering Runway Look . Digital image. WGSN. N.p., n.d. Web. 30 June 2016. White Mountaineering Runway Look Dark. Digital image. WGSN. N.p., n.d. Web. 30 June 2016. Who Is the Millennial Male Consumer? Digital image. Nielsen. Nielsen, 10 Dec. 2014. Web. 21 Feb. 2017. “Women’s Clothing Sales Verses Men’s and Shoes.” Hypebeast. N.p., n.d. Web. 30 June 2016. “Young Men Are Likely to Spend More On Clothes.” Mintel. N.p., n.d. Web. 30 June 2016. Alvarez, Edgar. Adidas 3-D Printed Sneaker. Digital image. Engadget. AOL, 7 Oct. 2015. Web. 30 June 2016. Conerly, Bill. “World Economic Growth.” Forbes. N.p., n.d. Web. 27 June 2016.


URBAN RECON LABS

Mitchell martinez mfa fsh pd 04175431  
Mitchell martinez mfa fsh pd 04175431  
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