Imogene willie popup

Maddie Daley, Morgan Zaslavsky, Ines Aldana, Megan Boynton, Elsa Lobo

TABLE OF CONTENTS

PART 1

Where It All Began Brand Mission Who Are We Customer Profiles Key Competitors SWOT Analysis

PART 2

Brand Building Austin, TX Customer Development Financial Implications Learning Experience Competitive Advantage

PART 3

Brand Vision Popup Shop Objectives Hours The Space Ambiance Employees Screen Printing Supper & Song Weekend Events Mural Scheduling Product Assortment Estimated Sales Estimated Expenses Measuring Success

PART 1

WHERE IT ALL BEGAN Carrie and Matt have been friends since the 6th grade. Twenty years later the two were reunited after graduating from college and returning to their home town.

Both began working for Carrie’s family business, a denim company and in 2006 they got married. In 2008 after a very inspiring trip to Texas, the couple decided to create a something together. They knew whatever it was, it had to be high quality, it had to build community and most importantly, it had to be made in the United States. On one very early 3:00 AM morning, the two sent out an online campaign. Within three weeks they had sold 250 pairs of jeans to people across the globe. Then in 2009, Matt and Carrie opened their first store at an old service station in Nashville, Tennessee.

MISSION STATEMENT “We strive to create a community that treasures authenticity.

We believe in producing American made products to people who appreciate quality.�

WHO ARE WE AMERICANA AUTHENTIC RELAXED RUSTIC LOCAL

“BUCK” AGE: 31 LIVING: PORTLAND, OR LOVE LIFE: RECENTLY SINGLE PETS: GERMAN SHEPHERD NAMED BAXTER EDUCATION: DROPPED OUT OF LAW SCHOOL JOB: RUNS A LOCAL BREWERY MUSIC: ROCK & COUNTRY INTEREST: FISHING, HIKING, AND FIXING UP HIS MOTORCYCLE

SCARLETT

K EY GAMINE WORKWEAR

FREENOTE CLOTH

KNICKERBOCKER MFG

BALDWIN DENIM

TELLASON

THE STRONGHOLD

BUCK MASON

JEAN SHOP

COMPETITORS

STRENGTHS:

BRAND IDENTITY ETHICAL MANUFACTURING SUSTAINABLE DENIM TRANSPARENCY

WEAKNESSES:

CUSTOMER SERVICE BETTER EDUCATED STAFF BRAND RECOGNITION OPPORTUNITY: EXPANSION COLLABORATIONS CHEAPER MANUFACTURING

THREATS:

OTHER LOCAL RETAILERS COMPETING PRICES RETAILERS WITH BIGGER SELECTION

SWOT ANALYSIS

PART 2

BRAND BUILDING

- GETTING THE NAME OUT - SOCIAL MEDIA - SEEING HOW THEY FIT IN

AWARENESS & IDENTITY - GAS STATION CREATES AUTHENTICITY - BRINGING WHO THEY ARE TO TEXAS

LOCA TION - AUSTIN, TX

- SoCo DISTRICT (SOUTH CONGRESS BLVD.)

DEMOG RAPHIC - WALKING CITY

- THE VIBES OF THE CITY (IE: COFFEE SHOPS, LUNCH/BRUNCH, BOUTIQUE HOTELS, LIVE LOCAL BANDS) - FOOT TRAFFIC (NYC LEVEL) - I LOVE YOU GRAFFITI

TARGET CUSTOMER - COLLEGE STUDENTS - 13 COLLEGES - TOURISTS - 25.6 MILLION - LOCALS - 14,600

CUSTOMER DEVELOPMENT

- 20 - 50 YRS OLD

- NEW CITY, NEW CUSTOMERS

- COMPARED TO OTHER BRANDS IN AUSTIN - PALEO

- TRAVELER DENIM CO

Making money is art and working is art and good business is the best art.

-Andy Warhol

FINANCIAL IMPLICATIONS - STORE FRONT

- SUPPER + SONG

FUTURE SALES - BROADER DEMOGRAPHIC

- POSSIBILITY OF EXPANSION

PROFITING SHORT TERM - NEGATIVE PROFITS LONG TERM - GAINING PROFITS

LEARNING EXPERIENCE - GET TO KNOW CUSTOMERS ON A PERSONAL LEVEL - COMMUNICATING BRAND IDENTITY - SPECIFIC STYLES & TRENDS TARGETED TO AUSTIN CUSTOMERS

COMPETITIVE ADVANTAGE

- PROVIDE A UNIQUE EXPERIENCE - DIY SCREEN PRINTING

PART 3

BRAND MISSION “We strive to create a community that treasures authenticity. We believe in producing American made products to people who appreciate quality.�

We started off wanting to create the perfect jean for our imperfect bodies, now we want to create the perfect clothing to soothe our perfect minds.

BRAND VISION

BUILDING BRAND AWARENESS BRAND AWARENESS HAS PROVEN TO BE THE MOST EFFECTIVE WAY OF GETTING CUSTOMERS TO REMEMBER AND RECOGNIZE A BRAND, ESPECIALLY IF THAT PARTICULAR BRAND IS NEW AND LOOKING FOR DIFFERENT WAY TO MARKET THEMSELVES

INCREASING SOCIAL FOLLOWING & ENGAGEMENT FOR LONG TERM SUCCESS, HAVING MORE FOLLOWERS MEANS BETTER REACH AND LEADS FOR A BRAND, MORE OPPORTUNITIES AND MORE ENGAGEMENT WITH POTENTIAL CUSTOMERS

TESTING NEW MARKET & BUSINESS IDEAS

ENABLES BUSINESSES TO COLLECT SUGGESTIONS AND CUSTOMER FEEDBACK BEFORE FULLY COMMITTING TO THE MARKET OR LOCATION

SHOWCASING A RANGE OF PRODUCTS

SHOWCASING AN EXTENSIVE RANGE OF PRODUCTS IN REAL, WHERE CUSTOMERS CAN FEEL, TRY AND TOUCH THE PRODUCTS. HERE YOU WILL ALSO LEARN WHICH INVENTORY WILL SELL.

COLLABORATING

FORMING SOME KIND OF COLLABORATION WITH OTHER BUSINESSES CAN ALSO BE A COST-EFFECTIVE WAY TO REACH WIDER AUDIENCES

ENGAGING & EDUCATING EXISTING & POTENTIAL CUSTOMERS

IMPROVING LOYALTY AND COMMUNICATING WITH EXISTING CUSTOMERS AND ATTRACTING POTENTIAL CUSTOMERS TO THE BRAND BY MEETING THEM FACE-TO-FACE AND EDUCATING THEM ABOUT NEW SERVICES, FEATURES OR PRODUCTS

OPEN IN AUSTIN THE MONTH OF OCTOBER T-F: 10-7 SAT: 10-9 SUN: 11-5

35 FEET

THE SPACE

THE SPACE IS LARGE ENOUGH TO FIT ALL THE NECESSARY FURNITURE AND STOCK. IT IS ALSO ENOUGH SPACE TO BE ABLE TO TELL THE TRUE AESTHETIC AND STORY OF IMOGENE & WILLIE

SCREEN PRINTING

30 FEET

THERE IS A WHOLE SEPARATE OPEN ROOM AVAILABLE FOR SCREEN PRINTING WORKSHOPS. THIS ALLOWS CUSTOMERS TO GET A MORE INTIMATE INTERACTION WITH EMPLOYEES AND GET A HANDS ON LEARNING EXPERIENCE.

FITTING ROOMS

SINCE THIS IS A POPUP SHOP, I DIDN’T FIND IT NECESSARY TO HAVE MORE THAN TWO FITTING ROOMS. THE FITTING ROOMS ARE FAIRLY LARGE AND EACH HAVE A FULL LENGTH MIRROR ON THE INSIDE. THEY ARE CLOSED BY CURTAINS.

STORAGE ROOM

THERE IS A STORAGE ROOM AVAILABLE TO PUT EXTRA STOCK AS WELL AS ANYTHING NECESSARY. HERE IS ALSO A PLACE WHERE EMPLOYEES CAN COME TAKE A BREAK IF NECESSARY.

1,050 SQUARE FEET

OWNERS

WHEN: COME THE FIRST WEEK AND THE LAST COUPLE OF DAYS ROLE & RESPONSIBILITIES: COMING IN THE BEGINNING TO HELP OPEN THE SHOP AND THEN AT THE END TO CLOSE IT.

IN-STORE MANAGERS ASSOCIATES

WHEN: THE DURATION OF THE POPUP SHOP ROLES & RESPONSIBILITIES: MAKING SURE EVERYTHING IS ORGANIZED, STOCK IS FULL, AND DEALING WITH EVERYDAY PROBLEMS WITHIN THE STORE AND WITH CUSTOMERS.

WHEN: THE DURATION OF THE POPUP SHOP ROLES & RESPONSIBILITIES: HELP AND EDUCATE CUSTOMERS, SCREEN PRINTING ABILITIES.

INTERACTIONS

BE PERSONABLE AND GENUINE. BE SURE TO SHOW YOUR PERSONALITY.

SCREEN PRINTING WORKSHOP - EVERY TUESDAY, THURSDAY, & SATURDAY YOU CAN SIGN UP FOR A TIME SLOT FOR DIY SCREEN PRINTING - FROM NOON-5 YOU CAN PICK A 15 MINUTE TIME SLOT - TALK TO A SALE ASSOCIATE ABOUT THE STEPS IN ORDER TO MAKE YOUR OWN CUSTOM T-SHIRT - PICK YOUR OWN I&W BASIC TEE, OF ANY STYLE (YOU CAN ALSO BRING AN OLD I&W SHIRT YOU PURCHASED EARLIER OR AT A DIFFERENT LOCATION) - PICK YOUR OWN STENCIL TO SCREEN PRINT -PICK YOUR OWN COLORS FROM OUR SELECTION - ONCE YOUR SHIRT(S) ARE DONE DRYING (TAKES UP TO 12 HOURS) YOU CAN COME BACK TO PICK THEM UP THE NEXT DAY OR CHOOSE TO HAVE THEM SHIPPED TO YOUR HOME - WE WANT TO STICK TO OUR BRAND IDENTITY BY LETTING PEOPLE ONLY PICK FROM OUR SELECTION OF STENCILS - WE WANT YOU TO HAVE A UNIQUE AND PERSONAL EXPERIENCE, WHERE YOU CAN TAKE SOMETHING HOME THAT WILL LAST A LIFETIME FROM I&W

SUPPER & SONG MUSIC: JOHN WESLEY COLEMAN III

& PAUL CAUTHEN FOOD: THE MIGHTY CONE FOOD TRUCK DRINKS: BYOB WHEN: FRIDAY OCTOBER 5, 2018 TIME: 630 PM

WEEKEND EVENTS

WEEKEND1 SUPPER & SONG WEEKEND2 BARBECUE WEEKEND3 BONFIRE WEEKEND4 MEXICAN NIGHT

- ON ONE SIDE OF THE SERVICE STATION THERE WILL BE A MURAL CREATED ALLOWING PEOPLE TO TAKE PICTURES IN FRONT OF IT - ON THE MURAL,THE HASH TAG #IMOGENE&WILLIEPOPUP WILL BE PLACED SO THAT PEOPLE CAN TAG THEM WHEN THEY POST THEIR IMAGES - THIS WILL HELP FURTHER CREATE BRAND AWARENESS THROUGH OTHER PEOPLE

#IMOGENE&WILLIEPOPUP

WEEKLY SCHEDULE EMPLOYEES

MON TUE WED THUR FRI SAT SUN

TOTAL WEEKLY HOURS

SALARY

TOTAL $ PER WEEK

TOTAL $ PER MONTH

31

HOURLY: $16

$496

$1,984

MANAGER #1

CLOSED

9AM-2PM

9AM-2PM

2PM-730PM

9AM2PM

MANAGER #2

CLOSED

2PM-730PM

2PM-730PM

9AM-2PM

2PM730PM

1PM-930PM 12PM-530PM

35.5

DAILY: $80

$560

$2,240

ASSOCIATE #1

CLOSED

2PM-7PM

2PM-7PM

9AM2PM

9AM-1PM 10AM-130PM

23.5

HOURLY: $14

$329

$1,316

ASSOCIATE #2

CLOSED

ASSOCIATE #3

CLOSED

9AM-2PM

9AM-2PM

2PM-7PM

9AM-2PM

2PM-7PM

9AM-5PM

10AM-3PM

1PM-5PM

130PM530PM

18

HOURLY: $12

$216

$864

5PM-9PM

REQUEST OFF

19

HOURLY: $12

$228

$912

TOTALS:

127 HOURS

N/A

$1,829

$7,316

PRODUCT ASSORTMENT DENIM: 40% TSHIRTS: 40% ACCESSORIES: 20% BANDANNAS: 5% BELTS: 5% BOOTS: 7% ENGRAVED ZIPPOS: 3%

ESTIMATED SALES AVERAGE VISITORS PER DAY NUMBER OF PURCHASES

150 PEOPLE 40 PURCHASES

AVERAGE PRICE PER DAY

200 DOLLARS

AVERAGE DAILY SALES

8,000 DOLLARS

TOTAL MONTHLY SALES

192,000 DOLLARS

ESTIMATED EXPENSES REAL ESTATE

9, 450 DOLLARS

PAYROLL

7,704 DOLLARS

MARKETING BUDGET

15,000 DOLLARS

MEASURING SUCCESS - HOW MANY SOCIAL MEDIA FOLLOWERS GAINED AFTER POPUP SHOP - HOW MANY NUMBER OF VISITORS ON WEBSITE DURING & AFTER POPUP SHOP VS BEFORE - HOW MANY SALES HAVE BEEN MADE IN-STORE & ONLINE NOW VS BEFORE

BUILDING BRAND AWARENESS - PLACING OURSELVES IN A NEW LOCATION - WALL MURAL PHOTO OPPORTUNITY - #IMOGENEANDWILLIEPOPUP - WORD OF MOUTH - WITH EACH PURCHASE YOU GET A COUPON FOR 10% OFF YOUR NEXT PURCHASE ONLINE OR IN-STORE TO BRING CUSTOMERS BACK

TESTING NEW PRODUCT CATEGORY - DIY SCREEN PRINTING - MEASURE THROUGH SALES OF THAT PRODUCT AND HOW IT DID AT THAT PRICE POINT - ASKING PEOPLE HOW THEY HEARD ABOUT THIS EVENT - OPENS POTENTIAL TO CREATE CUSTOMIZABLE SCREEN PRINTED TSHIRTS ONLINE

THANK YOU. U

U

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