Cyberspace A techwear fashion company Created by: Giselle Carvalho Marketing I Ms. Sullivan, Everett High School
Copyright, 2021
Table of Contents ● Cover Page ● Table of Contents - Page 1 ● Industry Overview - Page 2 ● Business Description - Page 3 ● Branding - Page 5 ● SWOT Analysis - Page 6 ● Target Market - Page 7 ● Marketing Goals - Page 9 ● Marketing Mix - Page 10
Industry Overview The apparel industry
According to statista.com The global apparel market is projected to grow in value from 1.5 trillion U.S. dollars in 2020 to about 2.25 trillion dollars by 2025, showing that the demand for clothing and shoes is on the rise across the world. The regional distribution of the demand share of apparel is expected to stay mostly consistent between 2015 to 2020. People are constantly looking for unique clothing items and styles to express themselves with and in recent times more “out there” fashion is becoming more and more normalized in the mainstream, Our Position in the Industry
There aren’t very many techwear brands available in Massachusetts and the style isn’t very affordable so people looking to get into it will have a hard time finding and buying this style of clothing. The Competition
We don’t have much direct competition due to techwear brands being scarce in Massachusetts. Our biggest competition consists of brands like Nike and North Face who make Techwear style clothing among other styles. What Makes Our Company Unique?
Our company is strictly focused on the techwear aesthetic while still being affordable. While there are many techwear focused brands, many of them are wildly expensive and not suited for the average customer.
Business Description
Mission Statement: ❖ To make techwear more affordable and accessible to the working class. Goals and Objectives: ❖ To bring techwear into the mainstream and let people express themselves through it. Business Philosophy: ❖ We exist to make techwear a more accessible and popular style. The Fashion Industry: ❖ The fashion industry has and continues to have very positive growth. It gives people the opportunity to make profit off their personal creations and expand their businesses. Strengths and Skills: ❖ Our strengths are our high quality products and low prices. Closing Summary: ❖ At CyberSpace we do our best to give our customers the best quality and experience we can.
Branding Logo
Slogan- “The Future, Today” Color Scheme #1C2120
Merchandise Examples
#5CE1E6
SWOT Strengths: ● Low prices ● International shipping ● High quality
Weaknesses: ● Limited variety in style ● Few physical locations ● Less known style in the mainstream
Opportunities ● Expanding physical stores ● Collaborating with other brands ● Increasing variety in products
Threats ● Public disinterest in our brand ● More popular brands (Nike, Acronym, etc) ● Techwear “dying” (being out of fashion)
Target Market
● Age- Our target age consists of teens and young adults ● Gender- We don’t target a specific gender ● Marital Status- Any ● Family- Any ● Location- Our only physical location is in Massachusetts but we have online stores that ship internationally ● Education- Any ● Income- About $20 per hour ● Occupation- Any ● Religion- Any ● Language- Any ● Lifestyle- Any ● Motivation- Style and looking fresh ● Hobbies- Playing video games, electronics, and fashion ● Size- Large
Marketing Goals
● Increase social media following ● Our company is cyber based so having a large social media following is a must to get to our target market (gen z and young millennials). One of our goals is to get people talking about our ads and posts by sponsoring influencers in the fashion field to talk about our products. ● Make more physical stores worldwide ● Not everyone has access to online shopping so having physical stores is important for getting more customers. ● Be able to adapt ● We want to be able to take criticism from our consumers and adapt to current trends while still staying on brand.
Marketing Mix Product:
Cyberspace offers a variety of products including clothing, shoes, and accessories to name a few. All of our products are sustainable and inexpensive unlike many of our competitors. We strive to make sure that every customer has a pleasant experience shopping with us whether that be in our physical store or online store. Price: Cyberspace’s prices are meant to be affordable to the working class. We work directly with our suppliers to ensure the lowest prices and highest quality possible for our customers. Place: Currently our only physical store is located in Boston Massachusetts but we plan on expanding throughout the US and internationally. Our online store ships internationally. Promotion: As a clothing brand it’s very important for us to promote our brand as much as possible. Our promotional mix follows: ● Social media marketing ● Billboard ads ● Content marketing
References https://www.statista.com/topics/965/apparel-market-in-the-us/#: ~:text=In%202019%2C%20global%20retail%20sales,Asia%2DPacific%2 0and%20European%20regions.