Hello Welcome to
Babies need changing
5 times a day 35 times a week that’s 1820 a year!
Not to mention all the other times when a quick change is essential
Car Journeys Doctor Visits Flights & Airports Night Changes
Introducing Zipit®
Babywear with Zips for Easier Changing
25.10.18 For John Lewis & Partners
1. What is Zipit®
For Mums, by a Mum As she struggled to dress her squirmy baby, new mum Ruth Waddingham had the same thought as all new parents: There has to be a easier way! So, drawing on her 20+ years of experience as a graphic designer Ruth re-invented babywear with full-front openings, zips that unzip from the ankle for quick nappy changes, and a Pooper Peeper® to checking without undressing.
What Makes Zipit® Unique Zipit® is a cohesive collection of babywear who's ‘primary’ benefit is to make dressing & changing easier.
A happier, simpler way to dress little ones without wrestling clothes over wobbly heads or fussing with fiddly snaps.
Through innovative, smart design and attention to detail, Zipit® garments take the stress out of dressing baby at all stages of their development, whether it be a fragile newborn or a wriggly crawler.
What Zipit® Stands For
A BRAND TO MAKE PARENTING FUSS FREE Well designed, innovative products addressing real needs & which fit with a modern lifestyle.
HONEST & REAL, CONNECT ON EMOTIONAL LEVEL
FUNCTIONAL + QUALITY BABY ESSENTIALS
CLEAN, MODERN DESIGN AESTHETIC
GENDER NEUTRAL COLOURFUL, PLAYFUL, WITTY
We make life easier for families with easy to care for solutions.
ATTENTION TO DETAIL
The Opportunity Global Baby Market £158 Billion,
Being a new parent is a wonderful yet stressful time. The choice of babywear in the market is vast, mostly it requires wrestling shirts over wobbly heads or fussing with fiddly snaps.
Source: Euromonitor
Very few garments have considered that, on average, a baby needs changing 6 times a day, that's 2190 in their first year! Not to mention all the other occasions when a convenient quick-change is essential, night-feeds, doctor visits, flight travel, car travel, bedtime, playdates, post dinner time, etc.
UK Baby Market Value - £5.9bn
Zipit® Babywear has a unique, patented design with, full length, upward direction zip to take the stress out of baby changing. The signature style Babygrow also has a patented Pooper Peeper® in the back for checking if its time for a change.
Average number of births per annum - 670K
“It is no secret that the market for children’s clothing and equipment is a darling of the investment community, beloved for its scale and apparent resistance to recessionary pressures. The disregard for traditional notions of value for money, particularly on the part of new parents, has served only to make an already sweet treat even more irresistible."
Source: ONS
Ralph Fernando, Pragma Consulting
Market growth per annum 2017 - 2021 (Forecast) +2.3%
"I think there is a real opportunity at the moment for smaller kids brands with new ideas, because that is what customers are looking for." Kate Bostock, Angel & R Source: https://static1.squarespace.com/static/59f9aaa6914e6bf45841fd9e/t/5a303423652dea188a648f6d/1513108598300/ Pragma+Baby+%26+Kids+white+paper+2017.pdf
Zipit Team Ruth Waddingham - Founder/Designer I have 20+ experience as a graphic/branding designer with extensive experience in NPD and brand extension. I’m an ideas-led designer working from conception to completion, independently or collaboratively. I’m a strong, conceptual thinker with extensive design industry experience. I’m passionate about creating, ‘big idea’ led concepts which encapsulate what a brand stands for and brings it to life as a powerful and compelling design across all consumer touch-points. Effective branding is about creating real and sustainable differences. I’m intuitively innovative with an entrepreneurial spirit, I push myself and encourage others to think outside the box and push boundaries. I’m experienced in recruiting and leading design teams, ensuring high standards of design which are on brand and meet the brief. I’m still very passionate about designing and generating concepts remaining very hands on in every part of the design process. I’ve liaised, co-ordinated with production and suppliers to ensure project completion. My journey as a business owner and all the many roles that that involves, product developer, garment designer, business owner etc. has been a scary and exciting one. I have made mistakes and know my strengths and weakness, I’m learning to use these to propel me forward. Being a single mum to Jack this experience teaches me that we can all do more that we realise!
Lauren Powers - Apparel Consultant Lauren Powers is an apparel industry expert. She offers over 25 years of experience leading the product development process from concept and sampling to sourcing and costing. She has held positions in and led product development teams and efforts for such companies as Esprit, Lands End, The J. Peterman Company, and The Duluth Trading Company. She has extensive experience developing textiles and apparel products globally, working with Asian, South and Central American, as well as European mills and factories.
Janet Milner-Walker - Product Dev/Marketing As an experienced retail director specialising in buying, product development and marketing over the past 20 years' Janet has worked with companies across the retail and beauty industry in the UK, Dubai and South Africa. She has developed brands for M&S, Boots, Body Shop, Crabtree & Evelyn and Harvey Nichols. Launched brands including Estee Lauder, Chanel, Crème de La Mer into stores. Created marketing and buying strategies to grow brands in-store, online, in duty free and across international markets.
Our Customer
Our Customer They enjoy shopping for new, interesting brands products. They are smart, savvy, stylish mums who like to find new brands that show off their sense of style through their baby.
I have loved putting this baby grow on my little girl, the fabric is such good quality and the zip means getting her in it is super quick and fuss free! Jo. Jul 2018
MODERN PARENTS, PARENTS TO BE Looking for innovative functionality combine with modern aesthetic that benefits their busy lives.
What will make my life easier & give me more time with my baby?
As a new mum I love brands that have my real needs in mind. Gretchen
We have a couple of you baby grow onesies and we have loved them! Ryan and Tatiana
Shopping for quality products, sustainability resourced that will last and become wardrobe go to’s.
I love the design, and the fabric is so soft and perfect for special needs. I love how easy it goes on. Lots of love, blessings. Stacy Cervantes
So cute and so soft. I knew I'd love the functionality of the babygrow, but I didn't understand how fantastic the cotton was. Compared to all the other clothes I've been putting on my boy Wilde this truly feels like luxury. The only time he's not wearing it is when it's dirty. Wickberg May 2018
Our Customer This is a game changer! Burl Hudson
I just want easy, versatile outfits, but good looking too. Essentials that last.
I love the design, and the fabric is so soft and perfect for special needs. I love how easy it goes on. Lots of love, blessings. Stacy Cervantes
This is one of the best quality babygros I have used and the cotton is seriously thick and cosy. Also the zips make life so easy when zipping a struggling baby into it. I would recommend these to anyone.
Why can’t we get clothes that are both stylish & functional?
Anthea Jul 03, 2018
Now, with Zipit®, we can!
Market Position
Boutique
Modern, Clean
Traditional
Functional
2. The Zipit® Range
Zip Up Dresses
Zip Up Sleepsack
Zip Up Romper Bodysuits & Trousers
Zip Up Babygrow
Blankets
Top Knot Hats
Zip Up Babygrow 0-3mth 3-6mth 6-9mth 9-12mth
RRP £26
Less Wriggle, More Giggle On average you change you baby 2788 in their first year. Make Life Easier!
- Reverse Zip. Full length zip un-zips from ankle upwards for easier, quicker changing - Pooper Peeper® back opening allows for quick nappy checks
Upward Zipper Makes Changing Quicker
Upward Zipper Makes Changing Quicker.
Zipit® Babygrow Features Full length reverse direction zip Screened neck label, no scratchiness Wider sleeves, room for growth Generous, double-layer front panel under zip to protect baby Flat-locked seams
Custom logo zip pull
Zipit® Pooper Peeper®
“What a great idea!” @the land of lullabies
“This is so smart!”
Pooper Peeper®, back opening allows for quick nappy checks
@thewinstonfamily
“Such a good idea!” @diapers_&_donuts
One in Every Colour 0-3mth 3-6mth 6-9mth 9-12mth
RRP £26
Clear Blue
Chocolate
Pink a Boo
Pebble
Surf Green
Giggle Pink
Sunshine Yellow
Bright White
Vintage Blue
Zip Up Romper 0-3mth 3-6mth 6-9mth 9-12mth
RRP £20
Zip Up Rompers One-piece Romper has a full front zippered opening and cute backside graphics look irresistible on a wiggling crawlers. 100% cotton interlock fabric is sumptuously smooth and substantial, with flat-lock stitching on seams for chafe-free comfort on tender skin.
Zip Up Bodysuits 0-3mth 3-6mth 6-9mth 9-12mth
RRP £16
Easy On Trousers RRP £14 RRP SET £22
Zip Up Bodysuits No more struggling to slip a shirt over baby’s head! This sweet Zip Up Bodysuit features a roomy zippered placket that opens wide for easy dressing.
Easy On Trousers These Trousers have more “oomph” where crawlers need it – with double knees for extra cushioning and a reinforced bottom for plops and topples. The stretchy elastic waist is covered with fabric for baby’s comfort, and pulls up easily
Zip Up Dresses 0-3mth 3-6mth 6-9mth 9-12mth
RRP £24
Zip Up Dresses Destined to be your little girl’s favorite dress! She’ll love the sweet graphics and oh-so-soft cotton interlock fabric. You’ll love full-zip front that opens wide for easy dressing. Contrast trim and cute matching knickers make it an outfit as effortless as it is charming.
Zip Up Sleepsack 0-3mth 3-6mth 6-9mth 9-12mth
RRP £30
Zip Up Sleepsack As comfy as can be, this Zip Up Sleepsack provides complete coverage yet gives babies the leg-kicking room they love. Ingenious diagonal zip lets you open the sleep sack wide to slip baby easily inside. Extra-soft 100% cotton interlock knit fabric has natural stretch to move with baby. Covered zipper placket protects baby’s skin, and a printed-on label is entirely itch-free.
Top Knot Hat Small, Large
RRP £8 A double-layer of plush interlock knit feels soothing on delicate skin, and holds in warmth to keep baby comfortably cozy indoors or out.
Double Layer Blanket Smooth and naturally stretchy, multi-use blanket for pram cover or floor play. Two layers of 100% cotton interlock make it cushiony and warm without being too weighty. Contrast trim and modern graphics co-ordinate with other Zipit® styles.
30”x 30”
RRP £32
Gift Sets 0-3mth 3-6mth 6-9mth 9-12mth
• • • •
1 1 1 1
Zip-up bag. Reuse as a handy nappy or toy carrier Dress or Romper. Matching Blanket. Top Knot Hat.
4 Piece Milk ’n’ Cookies
4 Piece Dreamsicle Dress
Packaging A strong brand is one which communicates a single, simple message at every touch point with the customer. Zipit is consistent in it’s simple fuss-free brand message through the look of every element of the brand, from garment to packaging, print & web. Each garment is packaged in a darling, suitcase box in coordinating colours. Attention to detail includes premium quality finishes, spot varnish logo and interior repeat logo pattern.
Reusable Zip Lock Pouch NEW PACKAGING LAUNCH 2019 Inline with Zipits® brand promise that every detail has the parents needs in mind the new packaging is reusable pouch. It’s the perfect size for on-the-go nappy and wipes holder. And great for all the other snacks, toys, breast pads that mums have to carry. MULTIPACKS WEEKEND KITS FLIGHT PACKS
Type to enter a caption.
Pricing Title
Text
Product Lines
Retail Price
COGS Per Unit
Margin Per Unit
Margin Per Unit
BABYGROW
£26
£7.88
£19.26
74%
ROMPER
£20
£7.22
£12.78
64%
3. Production & Fulfillment
Factory
Wise Base Enterprises Limited CHINA Wise Base started operating in 1995. Initially, we focused only on Japanese market and later extended our markets to USA, UK and domestic China. Production capacity We have total 120 workers with monthly production capacity of 25,000 pieces of apparels and accessories. Our products ranging from children’s, men’s and ladies’ apparels, children’s swimsuits, accessories, home and outdoor blankets. Management Edward Tong: Director, Formerly Executive Director of fashion retailing group Giordano in Hong Kong from 1984-1993. Giordano has over 2,000 shops in China, Hong Kong, Taiwan and South East Asia. Ada Choi: Production Director, has worked as a factory manager with Japanese Marubeni Group’s factory in China. Her working experience with a Japanese factory has enhanced her knowledge of quality control and efficient production technique. Other Clients Include: REI, Land End, Polartec LLC, Hippototamus, TKO, Elebaby, Bamboo Textiles, Tim Iles
Fulfillment UK Fulfilment, Nottingham, NG7 2GB
UK Fulfilment is part of the Meads Ltd Group have been trading in the storage and distribution market for over 30 years Every order is different, from the web shopper buying a gift to a retailer ordering bulk stock for their business, at UK Fulfilment we understand that every order is crucial to your business and getting it right is vital. We offer safe and secure storage facilities at our very large Nottingham warehouse, with efficient and effective pick & pack operations offering complete fulfilment services to get your orders out to your customers quickly and accurately.
4. So Far & Future Developments
Title Text
All About Colour AT THE HEART OF THE BRAND Continue to add new colours bi-annually. Add multi-pack, 7-day pack, weekend pack, travel packs.
Soft Nature PINK A BOO, SURF GREEN
Love at First Sight TAKE BABY HOME GIFT SETS Take Baby Home Gift Sets
Strips with a twist 2019
Strips with a twist
Beach & Bathtime ZIP UP TOWELING HOODED PLAYSUIT
- Throw On - Versatile & Lasting
Back to Front Jacket Custom Logo quilting
Inside cushioned flap Inside contrast fleece lining
Logo label 3/8” contrast stretch binding
When zipper is closed, the zipper pull is at the bottom
3/8” wide.
above hem
Accessories & Product Synergy Zipit Teether Accessorise with a Sophie-style teether, with custom tie to attach to bag or push-chair.
Cloth Nappies Zipit Rattle Toy Great for gifting or registry
Zipped Shoes Putting shoes onto your child is one of the most difficult things to do when trying to get out the door. They don't just slip on, and always seems to be a constant struggle. This company, Buku Babies, makes amazingly fashionable leather baby shoes that zip-up to easily get on your child's feet in mere seconds, with zero struggles and crying involved.
By using cloth nappies, you can save the environment but also up to £750 compared to the cost of using throwaway nappies and lots of local councils offer cashback incentives for parents who decide to use cloth nappies too!
5. Building Awareness
zipitbaby.com 2019 Refresh of website
OBJECTIVES - Edit and further reinforce the product story - Improve shopper experience - Increase conversion
Social
Campaigns
Campaigns
PR Awareness
Future Campaigns
Future Video Storyboard
Video https://www.youtube.com/watch?v=BG_IELsK6N0
Video: IndieGOGO Campaign https://youtu.be/0Klk3RK9H4s
Don’t forget to join us
@zipit_baby
and don’t for to follow us @zipit_baby
Thank you
zipitbaby.com