Posh Pup

POSH PUP anastasia tucker

carol d’souza 1

CONTENT

1.

Our Company

Brand Statement Distribution Product Assortment Competitors Target Market SWOT Analysis

2.

Sourcing

Sourcing Guideline External Monitors Country Analysis Country Selection Supplier Analysis Rankings Final Sourcing Strategy

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3.

Cost

Line Plan Cost Strategy Cost Sheet

4.

Tech Packages

Tech packs Sourcing rationale

5.

Marketing

Retail Space Design Digital Communications Promotional Methods Event 3

OUR COMPANY Founded in 2017 by Posh Mel, Posh Carol, and Posh Ana, Posh Pup is based on creating an luxury experience for our fashion forward pups and pup owners. We provide sustainable clothing and accessories for dogs while giving back to community. Hiring will be focused on helping people in need: immigrants, veterans, and people with disabilities. With every purchase, Posh Pup will be donating 5% to the Paws with a Cause foundation.

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value statement

All pups are created equal All pups have the right to be confident All pups have the right to be pampered All pups have the right to live in luxury All pups have the right to be trendy

All dogs are pups

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mission statement To bring guilt-free luxury to posh pups and providing creative opportunities for everyone along the way.

vision statement Our goal is to be a leading brand for luxurious fashion forward dog clothing, while providing opportunities and resources to dogs and humans in need.

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distribution

physical Flagship store - 5th Avenue New York is appropriate for our products and assortment. New York is an urban creative city. The city is a base for homeless people and immigrants. It is an ideal place to start hiring people in need.

online Own E-Commerce 7

products

Accessories

Swimsuits

owties b bandanas leash hats

One Piece Two Piece

$40-60

$50

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Outerwear r aincoats denim jacket jackets capes

$80 - 130

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competitors

similar aesthetic creative visual content 10

designer luxury & custom loyal to brand identity has the reach & can get exposure

designer luxury & custom larger product assortment 11

target market Income: upper middle class to upper class, 80k to 200k USD Age: young adults / adults with dogs (20 - 70 years old) Is a creative / supports homeless or charities / animal lover

customer profile EASTON Male 21 years old Frat boy at University of Florida Trust-fund kid Is interested in girls and guys Well knowledged in fashion Trend aware Owns: Corgi Has a soft spot for homeless dogs 12

ISMERALDA Female 68 years old Ethnically Italian Situated in Brooklyn Ex fashion model - has a disposable income Hip, modern Interested in: music, giving back to people in need, performing arts Owns: French Bulldog, Maltese, Great Dane

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swot analysis

strengths

weaknesses

+ philanthropy values + ethical supply chain, from material sourcing to store + wide target range + niche market + creative and artsy + partnership with Paws with a Cause

+ niche market + only one store

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opportunities

threats

+ expanding into other locations + celebrity endorsements + expanding into dog spa + exepanding into dog bakery + brand extension into Catwear

+ competitors that offer cheaper products + doggles + dog spas and resorts

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SOURCING

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products to be sourced

100% Organic Cotton Bandana Size range: S-L Retail Sell Price: $45

100% Organic Cotton Bowtie Size range: S-L Retail Sell Price: $55

PFC-Free DWR Raincoat Size range: XS-XL Retail sell price: $95 17

sourcing guideline Standards & Policies

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external monitors 1

VeritĂŠ A global, in depen den t , n on -prof it organization that conducts research, advocacy, consulting, trainings, and assessments with a vision that people worldwide work under safe, fair, and legal conditions. Helps to address the root causes of unsafe, unfair, or illegal labor practices in supply chains.

- Integrated assessment - Research - Consulting - Training services

Fair Trade An alternative approach to conventional trade and is based on a partnership between producers and consumers. When farmers can sell on Fairtrade terms, it provides them with a better deal and improved terms of trade.

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Sustainable Apparel Coalition The apparel, footwear, and home textile industry’s foremost alliance for sustainable production

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- Sustainable Practice Assessments - Help companies take accountability - Help companies improve practices

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country analysis Posh Pup looks for and only utilises manufacturers that follow our Code of Conduct. Our sustainability and social responsibility values must be met. The three countries evaluated are chosen in consideration of their workplace environment, processes of production, and the fabrics and materials offered. For this reason, the country analysis focuses on Hong Kong, China and India. Their proximity to each other allows us to maximize the abilities of the manufacturers and combining their abilities together.

Located in Southeast Asia along the coastline of the Pacific Ocean, China is the world's third largest country. Sustainability is a complex issue in China with many reports stating its deteriorating environmental problems such as air pollution, droughts and floods. However, there are positive changes taking place with Beijing making green investments. With one of our goals being to encourage better practices, we are hoping to set an example in China by sourcing responsibly and sustainably. Thanks to a new labour law that has been in effect since 2012, there is now regulating employment relationships. These regulations cover the rights and responsibilities of employers and employees including the working hours, insurance and minimum requirements for the annual leave. China provides their textile industry with an average yearly wage of $8978, which is more than double the yearly living wage.

In terms of technology, China is taking over global technology leadership. China’s investment in R&D is rising incredibly rapidly, which is advantageous for us as Posh Pups encourages the suppliers to progress their processes towards being completely sustainable and eco-friendly.

China 21

Located in South Asia, India is bounded by the Indian Ocean on the south, the Bay of Bengal on the south-east and the Arabian Sea on the south-west. It is relatively close to both China and Hong Kong, therefore, can be used in relation with one another. Government of India has recently conveyed that the aim is to first concentrate on reforms which are focused on employee welfare and benefits. This aligns with our values and aims to improve worker standards. India has a strong network of science and technology institutions and trained manpower. It is among the top-ranking countries in the field of basic research and ranks 12th in terms of the number of patents filed. This would aid our goals of innovating and using sustainable methods and fabrications.

India 22

Hong Kong Located in eastern Asia, on the southeast coast of the China, Hong Kong’s (HK) proximity to China allows us to utilize manufacturers from both places interchangeably. HK ranked 16th out of 100 cities worldwide on Arcadis’ Sustainable Cities Index (2016). In terms of the environment, HK’s government policy is trying to make the city more sustainable. Since our goals align with each other, this can be an advantage for us. HK’s labor laws sets an outstanding example for other countries, which is why it is one of our selections. It is one of the places that offers the highest wages, paying $24,156 USD yearly. Their law provides statutory holidays with pay, sick leave, maternity protection, rest days, paid annual leave and employment protection for employees. Companies in HK’s technology sector specialise in the commercialisation and application of innovative products and systems, as well as in industrial engineering, with both local and overseas companies active in this sector. Their strength in technology opens up more opportunities for innovative solutions for production processes or materials.

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India • Location

country selection

YES - Located in South Asia, India is bound Bengal on the south-east and the Arabian Se

China • Location

• Sustainability

YES - World’s third largest country, therefore, enables large production capacity, and is in close proximity to other selected countries. If we want to manufacture certain parts in HK or India, then bring it back to China, it wouldn’t be easily doable.

•

Sustainability

NO - complex problem. High pollution due to factories. Environment is deteriorating, however, Beijing is making in green investments with some areas even leading the west. We can encourage and push these green values even more with our production.

• Labor laws

NO - Due to their large population below th dependent on coal, therefore, emit high leve emissions. With drastic resource scarcities su even toxic.

• Fair Labor Laws

YES - Laws against child labour, forced la India has recently conveyed that the aim is on employee welfare and benefits. The year around $100 lower than the living wage. Unf

• Technology

YES - No child labour. Overtime is based on a certain percentage of the base hourly wage for each hour of overtime. Their living wage is incredibly higher, at $3,924 versus their minimum wage at $1,806.96.

• Technology

YES - India has a strong network of science It has the third-largest scientific and techn awarding over 4,000 doctorates degrees an among the top-ranking countries in the field number of patents filed.

YES - Taking over global technology leadership. One of the leaders in innovation, supercomputing, semiconductors, research and development. China’s investment in R&D is rising so rapidly that the country is expected to surpass the U.S. in overall spending by 2020. Perfect for Posh Pups as we encourage any form of innovation that would aid efficiency and sustainably.

NO - No free trade agreement. However, th has greatly strengthened U.S. - India engagem enhanced the overall economic relationship.

• Trade

• Trade • Cost

NO - No free trade agreement. The recent “U.S .-China Trade Agreement” is a special “100-day plan on trade”, however, does not apply to the textile industry much.

• Cost

YES - Their average apparel wage is approximately $8978. Posh Pups standards require workers to be paid above living wage, therefore, this is perfect. Yes, this reduces profitability, however, we want to encourage good worker treatment rather than focus on profitability.

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NO - The wages are incredibly low as opp manufacturing wage stands at $1918.90, w Posh Pup only accepts living wage standards.

ded by the Indian Ocean on the south, the Bay of ea on the south-west.

he poverty line, sustainability is a challenge. Highly els of CO2. They are the third biggest generator of uch as water shortages, many rivers are polluted and

abour, trafficking, discrimination. Government of to first concentrate on reforms which are focused rly manufacturing wages in India’s textile industry is fortunately, Posh Pup living wage standards.

and technology institutions and trained manpower. nical manpower in the world with 162 universities nd 35,000 post graduate degrees annually. India is d of basic research and ranks 12th in terms of the

he India and United States Trade Policy Forum (TPF) ment on bilateral trade and has increased trade and

posed to other countries selected. India’s average which is $100 lower than the average living wage. .

Hong Kong • Location YES - Hong Kong is located right next to China and in close proximity to India. Relations between our manufacturers could be handled with more ease and efficiency.

• Sustainability

YES - Ranked 16 out of 100 cities worldwide on Arcadis’ Sustainable Cities Index.

However, HK ranked 81st for the “people” measure, indicating bad performance in income inequality, work-life balance and affordability. Overall, HK’s government policy is trying to make the city more sustainable, which aligns with our goals to encourage and apply better sustainable, social and worker practices.

• Labor Laws

YES - The Employment Ordinance governs the payment of wages, the termination of employment contracts and the operation of employment agencies. The law provides statutory holidays with pay, sick leave, maternity protection, rest days, paid annual leave and employment protection for employees. They offer the best benefits out of the three countries.

• Technology

YES - Hong Kong’s technology sector specialise in the commercialisation and application of innovative products and systems, as well as in industrial engineering, with both local and overseas companies active in this sector. With these innovative systems and techniques, Posh Pups would have more opportunities.

• Free Trade

NO - There is no free trade agreement. It will be slightly more difficult and expensive to produce, however, US does enjoy substantial economic and social ties with HK. Due to their legal system and the free flow of information, low taxation, and infrastructure, the business environment there is suitable.

• Cost

YES - Paid $24,156 yearly for textile industry, which is much higher than living wage ($16,161.3) and more than double the minimum wage ($10,996.7). Perfect for Posh Pup as our Code of Ethics states that workers must be paid living wage or above.

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supplier analysis

Jiaxing Jiecco Fashion Company Ltd. F2, No.1493 West Waihuan Rd., Weitang Str., Jiashan, 314100, Jiaxing City, Zhejiang Province, China TEL: +86-573-84022809 EMAIL: contact@jiecco.com https://www.langerchen.de/

Profits Fund Fashion Manufacturing Limited Profits Fund Global Holding Ltd.23/F., Tower 1, Ever Gain Plaza, 88 Container Port Road, Kwai Chung, NT., Hong Kong TEL:+(852) 2480 8300 TEL:+(852) 2741 3712 http://www.pfghl.com

L G Fashions (India) #71/3, Kundrathur Road Madhanandhapuram, Porur.

Chennai, Tamilnadu.

India Pincode: 600125.

TEL:+91-44-24825090 EMAIL: contact@lgfashions.in 26

Jiaxing Jiecco Fashion Co. Ltd. (China) They produce their own organic certified materials and offer custom made garments.. It is a small factory with what seems to have a good working environment. They are known to make eco-friendly raincoats for the company Nau. We chose this company because they produce their own organic materials and we know they can make eco-friendly raincoats.

Profits Fund Fashion Manufacturing Limited (Hong Kong) This supplier is based out of Hong Kong. This supplier has made clothes for Eileen Fisher, therefore we know they have high standards for labor. They also have high standards on being eco-friendly. They have EcoTechnology that includes lighting efficiency, energy efficiency, and waste management. This supplier also is BlueSign certified.

They create quality clothes of all kind.

L G Fashions (India) This supplier is located in Chennai, India. This supplier is a SA 8000 Certified factory. This means they have high standards for employee treatment. They have supplied for the company Nau, using organic cotton. We know they can created clothing to our standards.

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country ranking China

India

Hong Kong

Business Climate

7

5

7

Costs

7

9

3

Government

6

5

8

Location

7

6

7

Risks

7

4

8

Social Stability

6

5

8

Sourcing Guidelines

7

6

7

Textile Industry

9

8

5

Trade Agreements

6

5

6

Trained work force

6

5

9

Socio-eco-political

6

5

8

Total points

74

63

76

Average Points

6.7

5.7

6.9

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supplier ranking China

India

Hong Kong

Abilities

5

4

7

Capacity

6

7

4

Lead time

6

5

8

Quality

7

6

7

Customers

7

5

8

Sourcing Guideline

6

5

8

Services Offered

8

7

8

Strategic Outlook

8

7

7

Total Points

53

46

57

Average Points

6.6

5.8

7.1

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strategy We chose our countries based them having the ecofriendly suppliers that we need. Jiaxing Jiecco and Profits Fund Fashion Manufacturing Limited are the best suppliers for what we need as a company. They are eco-friendly and can make what we need. With the cost, Jiaxing Jiecco has an advantage because they source their materials within the company.

Profits Fund would also be cheaper because they are a bigger and established company.

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strategy The factories match our company mainly based on our ethical standards. Their practices are eco-friendly and they follow our standards on human rights. They can made the type of products with the quality we need for our customers.

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cost strategy

COSTING

Bandana

line plan

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Target Cost

$9.15

Target Retail

$45

Target Markup

75%

Bowtie $11.90 $55

Raincoat $19.66 $95

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cost sheet

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TECH PACKAGES 37

raincoat product specification SEASON: STYLE: PRODUCT: DESCRIPTION: WASH/FINISH: SIZE RANGE:

S/S 2018 AMC420 Raincoat A water-repellent hooded coat with buckle closures PFC-free durable water repellent XS, S, M, L, XL

FOLD SIZE: PACKING: DELIVERIES: QUANTITY: TARGET PRICE:

8” x 10” 2 pc per polybag 6 polybags per carton 1st - 25th Jan 2nd - 19th April 720 $95

deliveries

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PANTONE POSH-P

PANTONE 108-C

PANTONE 2035-C

PANTONE 2454-C

PANTONE BLACK 6-C

-c

bill of materials ITEM

DESCRIPTION/DETAILS

COLOR

QTY

USAGE / PLACEMENT

Main fabric

100% Recycled polyester

Fastening Hem Misc Main Label Care Label

Buckle - aluminium Lock stitch hem 10 stitches per inch Woven - Brand logo Woven - “Machine wash cold, Tumble dry low, Do not bleach”

Yellow Red Blue Pattern Black

180 180 180 180

Garment Garment Garment Garment

Content Label

grade tolerance 1/2”

/ / / /

Body Body Body Body

Directly below main label 100% Recycled polyester

Length Width Length of Hood Depth of Hood

extra small 12” 15 - 19” 4.80” 6”

extra large 20” 18” 16” 14” 17 - 22” 19 - 25” 21 - 28” 23 - 31” 8” 7.20” 6.40” 5.60” 10” 9” 8” 7” small

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medium

large

grade rule 2” 2 - 3” .80” 1”

bandana product specification SEASON: STYLE: PRODUCT: DESCRIPTION:

S/S 2018 AMC421 Bandana Piece of triangular fabric

FOLD SIZE: PACKING:

WASH/FINISH:

Pre-washed S, M, L

QUANTITY: TARGET PRICE:

SIZE RANGE:

DELIVERIES:

18” x 8” x 6” 4 pcs per polybag 12 polybags per carton 1st - 25th Jan 2nd - 19th April 1440 $45

deliveries

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PANTONE POSH-P

PANTONE 108-C

PANTONE 2035-C

PANTONE 2454-C

bill of materials ITEM

DESCRIPTION/DETAILS

COLOR

QTY

USAGE / PLACEMENT

Main fabric

100% Organic Cotton

Yellow Red Blue Pattern

360 360 360 360

Accessory Accessory Accessory Accessory

Hem Misc Main Label Care Label

Lock stitch hem 14 stitches per inch Woven - Brand logo Woven - “Machine wash cold, Permanent press, Do not bleach or use fabric softener”

Content Label

Directly below main label 100% organic cotton

grade tolerance 1/4”

Length Width Height

small 18” 12” 8”

medium 25” 16” 10”

large 32” 20” 12”

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grade rule 7” 4” 2”

/ / / /

Neck Neck Neck Neck

bowtie product specification SEASON: STYLE: PRODUCT: DESCRIPTION: WASH/FINISH: SIZE RANGE:

S/S 2018 AMC422 Bowtie Necktie with a band going around the neck Pre-washed S, M, L

FOLD SIZE: PACKING: DELIVERIES: QUANTITY: TARGET PRICE:

N/A 5 pcs per polybag 12 polybags per carton 1st - 25th Jan 2nd - 19th April 1440 $55

deliveries PANTONE BLACK 6-C

-c

PANTONE 2035-C

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PANTONE 2454-C

bill of materials ITEM

DESCRIPTION/DETAILS

COLOR

QTY

USAGE / PLACEMENT

Main fabric

100% Organic Cotton

Fastening Hem Misc Main Label Care Label

Collar buckle - aluminium Lock stitch hem 14 stitches per inch Woven - Brand logo Woven - “Machine wash cold, Permanent press, Do not bleach or use fabric softener”

Yellow Red Blue Pattern Black

360 360 360 360

Accessory Accessory Accessory Accessory

Content Label

Directly below main label 100% organic cotton

grade tolerance 1/8”

Band Height Band Width Bow Height Neck Band (circumference)

small 3/4” 4” 2.25” 7.5 - 11”

medium 3/4” 4.5” 2.5” 11 - 18”

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large 3/4” 5” 2.75” 17 - 30”

grade rule 0.05” 0.25” 6 - 12”

/ / / /

Neck Neck Neck Neck

final sourcing strategy Raincoat - Jiaxing Jiecco; 720, $17,100 - Margin -$64,125 Bandana - Profits Fund Fashion Manufacturing Limited; 1,440; $14,200 Margin - $48,600 Bowtie

- Profits Fund Fashion Manufacturing Limited; 1,440; $19,800 Margin - $59,400

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sourcing rationale We found a niche market that can be provided for. We want to create products for pups while making the world a better place and setting a better example for others. We chose New York City appropriate for our products and assortment. It is a creative city with urban living. This suits our brand and target market. New York City is also a popular base for homeless people. It is an ideal place to employ people in need. We chose suppliers that aligned with our values and standards. They are ecofriendly and meet our standards for human rights. These suppliers are able to create garments to our level of quality. Using these suppliers doesn’t maximize our margin, because they have higher standards for pay. We are willing to compromise on it, because we want all workers to be treated fairly and our garments made ethically. We are season into two different order, this will minimize our inventory within the store. With such a niche market, we are given an opportunity to grow. We have the advantage of being completely ethically. This makes us stand out compared to competitors within the niche market. We have found suppliers within stable countries and aren’t at much a risk of natural disasters. As a brand, Pop Pup is proud to tell their customers where our products were made.

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MARKETING STRATEGY

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retail space design

exterior

48

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interior

50

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digital communications e-commerce

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social media Instagram - main choice of social media marketing - use instagram for the art focused market

Facebook - used for competitions - more charity focus

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promotional methods Through our social media, we chose to promote through celebrity endorsements such as Cesar Millan and dog influencers.

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Tuna Melts My Heart

Doug the Pug 55

Loki the Wolf Dog

event - doggie flashway when?

September

where?

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- Dog runway - Humans in need walking dogs - Screens - to raise awareness of issues & new collection - Yellow carpet with print - Snapchat filter

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after event - adoption

window display

Recycled clothing - tote bag with logo on it Invite for homeless dogs Adoptable dogs

tote bag design 58

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60

thank you

woof woof

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