Quinterious Brown E-Portfolio FRM 490: Portfolio
I. Mission Statement Our mission is to ASSURE that we create a business of CONFIDENCE, COMPOSURE, and CONSISTENCY with our products, customer service and our service outlets to enhance our customer ‘s virtual retail experience.
II. Tag Line Confidence, Composure, and Consistency
III. Target Market • Generation Y or “The Millennials” • Represent 25% of the total Population • Educated • 28% - Men with Bachelor’s • 36% - Women
• Fashion Conscious
• Love Exclusivieness + Unconventional
III. Target Market • Age: 18-29
Race and Ethnic Composition 2012 Caucasian 60% Asian 4% Hispanic 19%
• Ethnicity
African American 14% All Other 3%
Source: U.S. Census Bureau, DataFerrett, Current Population Survey, March Supplement, 2012
• Income Range: • Dependent: $100,000< • Independent: $18,100 – 40,500<
III. Target Market • Occupation 25%
Production/Transportation - 18%
20%
Construction/Maintenance - 18%
15%
Farming Fishing, Forestry - 2%
10%
Sales and Office - 20%
5%
Service - 20%
0%
Management/Professional - 22% Source: U.S. Census Bureau, DataFerrett, Current Population Survey, March Supplement, 2012
• Hobbies • Technology/Social Media/Internet • Shopping/Fashion • Adventurous, New Things
• Family Size/Marital Status • 21.3% Married • 75.3% Single
IV: The Need: Top 3 Competitors
#1
#2
#3 (Indirect)
Trunk Club http://www.trunkclub.com/about Chicago, Il
ASOS http://www.asos.com/Men/?&via=top Camdem Town, England
TopMan (TopShop) http://us.topman.com/?geoip=home Middlesex, England
IV: The Need Competitive Advantage
• Only Offer Men Fashion Concepts
• Exclusive, New, and Unconventional Markets
• Service Outlets • Blogging • Look Book/Style Guide
V: Marketing Strategy
• Ability to Source New, Unique, and Unconventional Markets • Exclusive and Limited Inventory
• Look Book/ Fashion Style Guide
• Pop Up Shops
• Not Limited To Men (Women wear men clothing too!)