Titanium Jewelry

George Abla, Boui Lim, JK Jang

Table of Contents

Pg.1/ Title Page

Pg.2/ Table of Contents

Pg.3/ Executive Summary

Pg.4/ Introduction

Pg.5/ Brand Overview

Pg.6-7/ Mood Board

Pg.8-9/ Situational Analysis

Pg.10-15/ Segmentation & Positioning

Pg.16/ Branding

PG.17-18/Digital Platform(s) Strategy

pg.19-23/Partnership/collaboration

pg.24-25/retail strategy plan

pg.26-30/media strategy plan

pg.31/diversity & inclusion statement

pg.32/sustainability plan & implementation

pg.33/ conclusion

Pg.34/ Resources

Pg.35/ Final Page

Executive Summary

TI-TANIUM

TITANIUM REDEFINES WHAT JEWELRY MEANS, WE ARE NOT JUST ACCESSORIES. TITANIUM JEWELRY IS A LIFESTYLE, A CHANCE TO BE A PART OF A NICHE COMMUNITY AND CULTURE THAT WILL MAKE THE CUSTOMER'S INDIVIDUALITY SHINE.

Our customers will experience moments of a deep self confidence with a greater sense of style and power.

With the help of our partner ships, collaborations, and sources we can strive to be a sustainable, diversified, and more comunal brand. We provide life long lasting jewelry that is 100% recycable and can be handed down generation to generation.

Titanium is also three times stronger than steel, more resistant to scratches, and nickel and cobalt-free perfectly safe to wear on any skin. We want anybody and everybody to be able to try on our pieces and feel their confidence soar.

BRAND OVERVIEW

With titanium’s timeless design, breathtaking craftsmanship, and focus on community and longevity we are here to ensure our customers feel their very most confident when putting on our jewelry. We want them to feel like they are making a statement with our jewelry, a powerful one.

COMMUNITY LONGEVITY

LIFESTYLE : PARTY DRINKS MUSIC

MOTORCYCLE FREEDOM

INSPIRATION :

Situational Analysis - SWOT

- Durability

- Lightweight

- Hypoallergenic

- Comfortable

- Recycable

- Longevity

- Easy to source

- Quality and Design

- Manufacturing and Production

- Difficult to Resize

- Lack of History

- differently during all stages

- Not a popular metal for jewelry

STRENGTHS WEAKNESSES

- No major competitors for titanium jewelry

- popular material for jewelry

because of the rise of demand

- Create/ take over a niche market

- Jewelry market is growing

- Economy back to normal

- Competing against established brands

- More brands are starting to create jewelry

- Covid-19

external factors

- Economical: Titanium market price is lower than ever

- Environmental: Eco-friendly, 100% recyclable

- Titanium does not rust, also maintenance free

- The recycling rate of titanium alloys in the aircraft industry is especially high in the US

SEGMENTATION

DEMOGRAPHICS

Age Range:

20-35, Late Gen Z to Millennials

Gender: 55% Male, 45% Female

PSYCHOGRAPHICS

- Loves Music, Fashion, and Film

- Brand Loyal

- Wants to be stylish but doesn’t want to follow trends, they want to follow their own instincts

PREFERRED PLATFORMS

- Instagram & Twitter

- Youtube & TikTok

- Magazines

CUSTOMER PROFILE

madux middaugh

georgia starnes david urban

- Millennial

- Graphic Design Graduate UCLA

- Upper Class

- Works at a graphic design agency / Creative Mind

- into creating clothes for fun

- Music : Rap, Dance, and Rock - Film Enthusiast

- Higher tolerance for spending, especially on fashion items

- Fashionably Inclined and Knowledgeable

- Wears jewelry on a daily basis, most of the time Madux wears more than just a few pieces. Typically an excessive amount.

- DAL to LA

- Gen Z

- Model, Musician, & Creative / Not currently in school

- Upper Class

- Works as a Model and Singer

- Music: Pop, R&B, and Rap

- Reality TV and Film Enthusiast

- Willing to spend higher prices but really depends on quality before design

- Fashionably Inclined & Intersted

- Wears jewelry a few days of the week, but wears better pieces on occasions

-DAL to LA

- Millennial

- Athlete (Soccer Player), Model, and Club Promoter

- Upper Middle Class

- Works as a Model and Club Promoter

- Music : Raggae, Rap, R&B

- Higher tolernce for spending, but only on certain fashions

- Fashionably Motivated

- Wears a piece of jewelry every day (usually sentimental pieces), changes pieces and adds more throughout weeks and occassions

- Africa to NYC

CUSTOMER PROFILE

sammy curlee

ashtyn harrison devon may

- Communications Graduate Texas State

- Upper Class

- Works at an agency, also has creative aspirtations. Loves fashion, specifiacally styling

- Music: Rap, Indie Rock, R&B - Loves

Film and Anime

- Higher tolerance on spending, but only when it has to do with great pieces

- Fashionably Inclined and Interested

- Prefers to wear strong jewelry pieces, ones that draw attention. Ones that make a statement.-DAL to AUSTIN

State

- Upper Middle Class

- Works at a PR agency but is very creative. Ashtyn is into making her own fashion visuals, styling, and she even makes her own jewelry for funMusic: Indie, Rock, Rap

- Film Enthusiast and some Reality TV

- Lower tolerance on spending, but is willing to raise the tolerance depending on current emotional mood and the design, meaning behind the merchandise

- Fashionably motivated and knowledgeable

- Over accessorizes in jewelry often, but with her own sense of style

- Gen Z

- Fashion Design Major, Parsons

- Upper Middle Class

- Fashion Student, Creative mind

- Music: Dance, Pop, R&B

- Big anime fan, some film

- Higher tolerance for spending on clothes considering it is Devon’s true passion, and can afford it

- Fashionably inclined, knowledgeable, and intersted

- Very into his jewelry, does not leave the house without a few pieces on

- MIA to NYC

- Gen Z

- Gen Z - Social Media/ PR Graduate Texas

CUSTOMER BEHAVIOR

GEN Z AND MILLENNIALS

Half of all millennials and Gen Z consumers are likely to shop for fine jewelry That’s a significantly higher percentage than that found among older generations

Competitors analysis

Background

Chrome Hearts, a high-end brand that produces silver accessories, gold and diamond jewelry, eyewear, leather, clothing and furniture, was founded in 1988 by leather manufacturer Richard Stark, John Bowman and sterling silver jeweler Leonard Kamhout in Los Angeles. In the beginning, they made leather jackets embellished and sold leather jackets with silver workmanship. As it became famous, Chrome Hearts produced costumes for movie, and then started making clothes and jewelry for rock starts.As time goes by, Chrome hearts have been popular among many celebrities.

Location

Chrome hearts has very limited retail stores and the brand doesn’t have e-commerce except for perfume.

Asia: 20 / USA: 10 / Europe: 3

Products & Marketing

- Chrome Hearts has High-quality craftmanship and materials.

- Chrome Hearts has been popular among many famous stars. Chrome Hearts can build customer loyalty and owns a stable market environment by the love of stars.

- Though It releases two ready to wear collections a year as well as regional exclusives, it has never released a seasonal Lookbook nor participated in fashion week. It releases magazines sometimes, however, the magazine is usually off-seasoned, inconsistent and only available in-store.

Background

Gucci was founded in 1921 by Guccio Gucci, in the 70s the brand expands its products line by introducing Swiss Made watches, followed in 1997 by Italian silver jewelry and in 1999 by a collection of precious jewels.

The design of Gucci jewelry is the refined expression of an exclusive modern Italian style, elegant and glamorous, and exhibits iconic patterns such as the clamp or the monograms ‘GG’.

Location

Gucci has a lot of its boutique stores and distribution across all international locations.

Product & Marketing

- Gucci Jewelry has high-quality craftmanship in Italy and a mid-market fine jewelry line with gemstone.

- Gucci has targeted to young stylish segment compared to other luxury brands.

Backgorund

Tiffany & Co, an American luxury jewelry brand that sells jewelry, sterling silver, china, crystal, stationery, fragrances, watches, was founded in 1837 by jeweler Charles Lewis Tiffany. Tiffany is known for its luxury goods, particularly its diamond and sterling silver jewelry. Tiffany also has its signature blue color, referred to as robin’s egg blue, forget-me-not blue and 1837 blue. Recently, LVMH purchased Tiffany & Co for $15.8 B in January 2021. Tiffany moved away form the overly fancy and very ostentatious European style of design, opting instead for a more natural and elegant style that showed the natural beauty of the materials more effectively.

Location

Tiffany & Co has a lot of its boutique stores and distribution across all international locations.

Product & Marketing

- Manufacturing approximately 60% of its jewelry in USA such as New York, Kentucky, and Rhode Island, and polish and perform select assembly work in the Dominican Republic.

- Tiffany & co has designed a purchasing process to make the user experience as exciting and engaging as possible through Tiffany mobile app.

- It reinforces its brand luxury image on social media. Each piece of content that Tiffany & Co publishes is as refined and as high-quality as any one of its products.

positioning map

LOGO DESIGN

DIGITAL STRATEGY

CONTENTS :

PRODUCT IMAGE INSPIRATIONS

SHORT REELS OF COLLABORATIONS

MAKING PROCESS VIDEOS

Inform people about our brand images and announce upcoming events

Increase brand awareness

Drive traffic to our official website

DIGITAL STRATEGY

CONTENTS :

TRY ON AR STICKERS OR FILTERS

LOGO IMAGES

JEWELRY PATTERNS

Reach out to young customers more friendly

Increase brand awareness

Opportunity to let people go to our website or Instagram

generate possible shopping

TITANIUM X HARLEY DAVISON

Titanium Jewelry is collaborating with the motorcycle empire, Harley Davidson. Titanium will be making special edition rims for Harley Davidson motorcycles, as well as jewelry and clothing.

INSPIRATION

The inspiration for this collaboration came from biker gangs and their heavy accessorizing of jewelry; as well as rappers and their rims. Back in the day till now rappers and other musicians love to show off their crazy new rims, basically a fashionable flex. We decided to combine the three together.

HARLEY DAVIDSON, HIP-HOP, AND JEWELRY

PERSONALITY

The face of our collaboration with Harley Davidson will be rapper and fashion mogul Playboi Carti.

: PLAYBOI CARTI.

product ideation

Special Edition

Titanium Rims that are created especially for Harley bikes.

Jewelry pieces that consist of the Harley Davidson brand identity as well as Titanium’s jewelry that is focused toward the motorcycle community, include locations on pieces.

These customers WOULD like to represent their personality through their accessories.

RETAIL STRATEGY

NEW YORK CITY/ LOS ANGELES / MIAMI

Sell all products on Harley Davidson’s website as well as Titanium’s (including the rims)

Sell rims at flagship Harley Davidson stores

Jewelry and apparel will be sold at pop-up shops. The popup shops will be “motorcycle gang bar” themed. Bar inside that allows us to serve two drinks maximum. Customers can enjoy a drink, play darts, and shoot pool while shopping.

MEDIA STRATEGY- CATALOG

The underlying foundation of Titanium jewelry is based upon the principle of luxurious thoughts and moments of self confidence. By purchasing our jewelry our customers will experience moments of self confidence deep with a sense of style and power.

We pursue sustainable and diversified jewelry with the use of Titanium (100% recycable). We provide life long lasting jewelry that is not just for looks but also an investment. These pieces can be passed down from generation to generation and can remain in the family.

We are able to do this because of its durability and strength. This is what makes us stand out from the crowd. This metal is three times stronger than steel, and it can withstand all forms of rough handling. Titanium also ages well and the color does not dimenish. Unlike gold jewelry, titanium is resistant to scratches and corrosion even if you wear it on a daily basis. Our jewelry pieces are guaranteed to be nickel and cobalt-free, and are perfectly safe to wear on any skin.

We are going to make titanium jewelry that is timeless in design, everlasting in quality, and safe to wear on any skin. We are here to make you feel confident, powerful, and fashionable when you walk out the door.

diversity & INCLUSION

EXHIBItION FOR DIVERSE ARTISTS

Our exhibition offers opportunities for different countries’ artists to participate in exhibiting their products. In this way, designers have better chance to meet buyers who appreciate their work and get greater chance to sell.

-During New York Fashion Week in September in our New York Flagship Store, once a year.

-The exact period and date could be changed by the situation.

Networking opportunities: Our foundation offers opportunities for artists to network with business leaders and other entrepreneurs seeking to grow and scale their enterprises. After and during the exhibition, we promise to help networking by meeting with participating brands as much as possible.

Rewards: Providing them with our partnered distributors / marketing and branding experts / Production experts.

sustainablity & implement

Titanium alloys are used in several aircraft components such as landing gears, engine parts, springs, flap tracks, tubes for pneumatic systems and fuselage parts.

We would partner with Virgin Airlines strictly to source our titanium that they recycle.

We believe Virgin Airlines holds a certain identity that is relatable to ours, this is why we decided to partner with them and no one else.

Can suggest the stuartists wear our jewelry as part of their uniform, a way to promote our partnership.

We at Titanium Jewelry are here to build a cult-like community where jewelry could be considered another body part of ours. It is something always on our mind and allows us to stand out in ways other apparel can’t, these are not just accessories to our outfits but accessories to the way we live our lives. We want all of our followers to feel a certain confidence that some are not used to, the type of confidence that can make someone light up a room. This is what our jewelry is crafted to do.

resources

https://www.jewelrynotes.com/can-titanium-rings-be-resized/

https://www-statista-com.libproxy.newschool.edu/statistics/1075739/usjewelry- market-value-forecast-by-product-type/

https://www.statista.com/statistics/231408/people-who-bought-fine-jewelryin-the-last-12- months-usa/

https://www.statista.com/statistics/1074849/preferred-shopping-channel-forjewelry-us/ http://Thegreystonenyc.buildinglink.com

https://www.prnewswire.com/news-releases/new-research-indicates-thatmillennials- and-gen-z-are-more-likely-to-shop-for-fine- jewelry-this-holidayseason-301160387.html

https://www.metalary.com/titanium-price/

THANK YOU