90s - Ernst Louis and Tyler Rizzuto

90s 90s Inspired Clothing Brand

Created By: Ernst Louis, Tyler Rizzuto Presented June 2021 Marketing II Ms.Sullivan, Everett High School Copyright 2021

Table of Contents ● ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●

Cover Page Table Of Contents -Page1 Executive Summary -Page2 Industry Overview -Page 3 Industry Overview -Page 4 Business Description -Page 5 Branding -Page 6 Unique Selling proposition -Page7 Market Analysis -Page8 Target Market -Page9 Marketing Goals -Page10 Marketing Mix -Page11 Place/Promotion -Page12 Brand Positioning -Page13 Example Advertisements -14 References -15

Executive Summary Our Mission 90s clothing brands mission is to allow the younger generations to dress as if they were in the 90s. There are not many stores that primarily focus on 90s style clothing so we believe that it is our duty to keep 90s fashion relevant and alive.

The Company And Management 90s clothing stores take place online and mostly in the city of Boston. You can buy internationally in our online store although it will take a few more days to get to you if you live internationally. 90s is headquartered in Everett Massachusetts, just right outside of Boston. The company is owned by two people Tyler Rizzuto and Ernest Louis. Ernest Louis before worked as a sales manager at dicks sporting goods while tyler rizzuto worked as a towel boy for leroy james in the NBA. Our Services We have two main services but most of our income comes from our website where we sell most of our clothing. We have an etail store and a store in Boston Massachusetts.

The Market In our third year of selling world wide and opening our first store we have made major growth.

This growth has come from major trends on social medias like Tik Tok and Instagram. We asked people a series of questions and Boston MA and we found out that 8/10 people have been looking for a new style since the beginning of 2021. We see this as a perfect opportunity to furthermore grow our store Our Competitive Advantages We have thoroughly researched the market and we believe that there are no 90s oriented stores in the city of boston massachusetts. We as a company believe that we need to take advantage of this opportunity because eventually the people of boston will look to us to get their 90s style clothing. We do not have many competitors that are 90s oriented but we have competitors that are obviously in the clothing industry. Businesses like Forever 21 and H&M are considered to us as the big bads of the clothing market.

Industry Overview The Clothing Industry Retail sales from women's clothing stores reached approximately 39 billion U.S. dollars in 2019, with a revenue for the women's apparel market in the United States reaching a total of 187.8 billion U.S. dollars. These statistics show that as of right now the clothing industry is a great place to start a business in.

Our Position In the Industry With the growth of a 90s trend going on all over social media we believe that it is a perfect time to start our journey with a 90s themed clothing line.

The Competition There are 5 big brands that we see as major competition.

Nike Initex H&M Loui Vitton Adidas We think of these companies as the “big bads” of the clothing industry What makes 90s unique 90s is a unique brand because we are one of the few exclusively 90s style clothing lines on the market. Our partnerships with bigger brands like Nike and Adidas set us apart from our competitors. Our brand deals with famous 90s fashion icons and also makes our brand more recognizable and unique.

Finally we will build out a marketing strategy around nostalgia for our older customers and also cathiching the attention of the youth and popularizing 90s clothing in the younger generation.

BUSINESS DESCRIPTION Mission Statement: 90S is a clothing brand that allows people to get 90s era style clothing. Our mission is to preserve the style of 90s fashion clothing.

Goals and Objectives: Our goal is to preserve the style of 90s fashion clothing. The steps we will be taking to get to this goal is to get as many partnerships as possible with many more people that were fashion icons in the 90s. This should remind people how great 90s era clothing is and we would continue from there.

Business Philosophy As a company our primary goal is to bring back 90s era fashion and then to preserve that. We value the customer the most and to satisfy them we believe that 90s era fashion is so far the best era in fashion and therefore we want to bring that back.

Strength and Skills Our goals compared to our competitors are very different. While competitors would just want to sell their clothing we want to satisfy the customer and let the younger generation reach into styles of clothing that they have not experienced before.

Target Market Our target market is people who miss the 90s and teens or young adults that want to get a taste of the 90s. We plan to approach this target market primarily through social media and fashion icons. By doing this we would see the younger generations feel more comfortable to approach this new style of clothing.

Closing statement With the burst of the younger generation being more interested with the 90s we believe that this is the perfect time to open our business. Also Ms Sullivan is sponsoring us.

Branding SLOGAN

“Made from the 90s”

LOGO

Color Scheme #9059FF

Merch Examples

#2A2632

#FFFFFF

Unique Selling Proposition 90s stands out from other clothing lines because we offer exclusively 90s style clothing. We also have partnerships with brands like Nike and Addias. We also will partner with 90s fashion icons like Ice Cube, Nas, and wu tang clan. We stand out from other 90s clothing brands because we look to satisfy our customers and want to reach out to the younger generation and introduce them to styles of clothing that they have not experienced before.

Market Analysis SWOT Analysis Strengths

Weaknesses

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Specialize in 90s style clothing

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Partnered with large brands

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Partnered with 90s fashion icons

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People may prefer clothing from different eras

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Limited to only 90s era clothing

● Opportunities

Threats

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Expand into different eras of fashion

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Forever 21

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Create ad campaigns to introduce 90s

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Hollister

to the younger generation

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H&M

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Partnership with big influencers from now and from the 90s

Competitive Analysis Forever 21 Indirect Competition

Square One Mall is an American fast fashion retailer

Clothing In 2106 they revenue about 4 billion dollars

Hollister Indirect Competition

Square One Mall is a global teen and young adult retail brand

Clothing Hollister's annual revenues are $100-$500 million

H&M Indirect Competition

Square One Mall is a global teen and young adult retail brand

Clothing Reported revenue of 187.0B for FY 2020, a decrease of 6.49% compared to FY 2017

Target Market ● Age

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○ Millennials and Gen Z, we are targeting this age range because we want to tap into the nostalgia of Millennials and we want to introduce 90s style to Gen Z Gender ○ We are targeting both sexes because in the 90s there’s was clothing for both sexes Marital Status ○ Single, Married, or Divorced Family ○ Individuals, or those with big families Location ○ Our target market includes people who are international, local and regional.

Education ○ Your education does not apply to our business Income ○ Minimum wage, or $35,000+ Occupation ○ Any job because someone without a job probably could not afford it Religion ○ N/A Language ○ They would most likely speak english because we are an American brand, but any language is apart of our target market Lifestyle ○ Likes to try new things and “ trying to find a new style” Motivation ○ Buying clothes motivates them to get up in the morning.

Hobbies ○ They like to be stylish/fashionable , like to go shopping and maybe even party a little Size ○ We think out target market Is somewhat large because they is no other business like us so we would have control over the entire market

Marketing Goals Goal #1: Increase social media presence ● As a clothing brand our ideal world would be for us to get to as many influencers as possible wearing our brand. By doing this the influencers would influence the younger generations which is our target market. ● We would accomplish this by first endorsing smaller influencers and then slowly increasing the popularity of our brand. Mostly this would be happening through tik tok because of how easy it is to blow up from one video.

Goal #2: Partnerships with big brand names ● To have the permission to sell vintage clothing from other brands we would need to partner up with those big brands. The brand that we most want to target is Nike because they were one of the most influential brands in the early 2000s and the 90s. ● To have our second goal achieved our first goal first has to be met.

We would need a pretty good social media presence to get big brand names like Nike to want to partner with us.

Goal #3: Open at least one retail store in every state in America ● By doing this we would be able to get access to more people there by increasing sales and maybe increasing word of mouth marketing. Also as a person who has tried to buy clothing online, some clothes did not fit the way i wanted it to. By having a retail store we would be able to let people have the opportunity to buy clothing in person ● After our first year of business, we will use our funds to open a second location in a nearby state. We will not open every retail store at once but slowly get to this goal. We will start from Massachusetts because our manufacturing is closest to their.

Marketing Mix PRODUCT: 90s clothing sells 90s style oriented apparel. But also sells unique vintage clothing.

We believe that the 90s is the best time for fashion therefore we focus on fashion from that period of time.

At present, the following are the main categories of 90s clothing products: ● T-shirts ● Hoodies ● Sneakers ● Pants ● Other Accessories Our Most Popular Products Include ● Jordan Jumpsuits ● Leather Jackets ● Acid washed jeans ● Sunglasses ● Bandanas ● Vintage overalls

PRICE: 90s is a unique brand that offers high quality clothing. But we believe that our clothing should be shared with anybody who wants it, so we offer our clothes at a very affordable price. We offer many discounts and coupons to get customers and have a rewards program for our loyal customers.

Examples of Customer Discounts ● Birthday ● Summer Sales ● Winter Sales ● Spring Sales ● Holidays (Christmas, New years, Thanksgiving ect.)

Customer Rewards Program ● Earn points for for every dollar you spend ● redeem points and get money of your next purchase ● Spend 100$ in store and earn 25$ store credit

PLACE: Our company's headquarters is located in Boston. MA. But we have stores in many major cities across the U.S. We a mainly located on the east coast in cities like Boston, New York, Washington D.C., Miami, and Charlotte.

We also have our own website where you can view and purchase our clothing. You can also find store locations near you and contact our 24/7 customer support.

PROMOTION: We believe that a brand like this best way to attract customers is through social media. Our primary socials are ● Instagram ● Twitter ● Tiktok ● Pinetrest Another way we promote our business is by promoting influencers to wear our brand and post it through social media. This way we would be able to get to those influencers followers and fans to want to buy our apparel

Brand Positioning For people who grew up in the 1990s or are looking for new things to wear, we offer 90s style clothing. Unlike most other clothing brands, we solely focus on delivering the most authentic, high quality 90s style clothing for our consumers.

Example Advertisements

References McDonald, Henry. “Steven Reeves, Alex Summer Returning for ‘Dollar and Ted Back the Note’” One, Penske Social Corporation, Canvas.com/Instagram Ads, Social media cooperation/e/money/is/amazing/at/marketing Axe, aura. “City Cutlery Industry (2021 to 2023) - North America will hold a Considerable Market Share.” Business Wire. Research and Markets, 2 June 20210. https:/youcantguardmeorlebronatbasktball/johnjohnisugly.comen/Global-Cutl ery-Industry-2020-to-2025---North-America-will-hold-a-Considerable-Market-S hare---ResearchAndMarkets.com