This is a mock assignment for a final project. An examination of the product development process; study roles of manufacturing, wholesaling, and retailing and their interrelationship of allied industries; learn the steps involved in merchandising products to consumers and develop a merchandise plan for a product line with the perspective on consumer, manufacturer, retailer, and the international market.
Mission Statement
Social Responsibilty
SWOT Analysis
D.A.M provides men with clothing that can ease the transition from day to night. Whether they have to go to a party with friends and family after work or a night out with the guys after work; D.A.M makes sure they can change throughout the day without a hassle. D.A.M also provides clothing at a reasonable price will still have high-end quality and the latest trends.
D.A.M will be sourcing all fabrics organically and ecofriendly. D.A.M will also be donating 10% of all purchases to Bottomless Closet, an organization that prepares women for job interviews and supporting their entry or re-entry into the workforce.
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Strength: Affordable pricing, trendy, a mix of streetwear and workwear, eco-friendly, socially aware.
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Weaknesses: Only menswear, no brand recognition, limited product.
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Opportunities: New products, constant new trends, brand recognition, expand to womenswear.
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Threats: Not the only brand making streetwear and workwear, cost to produce, cost to market, new brand, declining demand.
Customer Profile
Name: Matthew
Who is he ?: Matthew is a young adult who has a full-time job but still likes to go out with his friends and family for a night out. Whether that is to a party, quick bar trip, or even with the family. He is the life of the party and wants to represent that well with his clothing
Social Class: Middle class
Demographics:
Age: 23-30 years old
Gender: Male
Education Level: Any diploma pass bachelors
Annual Income: 75K-200K
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Sourcing Manufactuteres
Sansusa
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They have 30 years of experience
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Fabrics sourced from Asia’s largest textile manufacturers
Argyle
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Award-winning
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They also help with trend research and market analysis
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Produce trimming and packaging
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Working conditions are good for employees
Organic Apparel USA
https://www.organicapparelusa.com/
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Eco-friendly
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One of the most qualified organic clothing manufacturers in the industry
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Offers sample manufacturing
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Fairtrade
Brand Statement
D.A.M was founded with the love of menswear for all men. Dejah, the creator of D.A.M, was surrounded by so many men in her life that loved dressing up and going out. With the climate of more casual wear/streetwear becoming ok for the workplace, she noticed the men in her life having to go out and buy things from multiple brands within their price range because not just one brand had both nice-looking workwear and streetwear. She decided to make clothing perfect for this new trend by taking the biggest trends in streetwear and the biggest trends in workwear and making the brand D.A.M, these clothes are great for a comfortable and stylish way to go to work and even go out for drinks later without any hassle of going through multiple changes.
Direct Channel and Retail Distribution
The Brand D.A.M will be sold in stores such as, C'H'C'M' (New York, NY), Blue in Green (New York, NY), and John Varvatos (New York, NY). D.A.M also has an online store where anyone in the United States is able to shop. D.A.M's products will be featured on Facebook, Instagram, and Twitter. These platforms are where most of the target market is active and good for visual traffic and product sharing and reposting.
Every year if possible D.A.M will visit trade shows such as, Liberty fashion fairs, International Luxury Outerwear Expo, Chicago Collective. These trade shows will help expand on ideas for future products.
Business Structure
CEO: Dejah Mansfield
Creative: Dejah Mansfield
Social Media: Kelsey Briana Wells C., Autumnrain G.
Business: Dejah Mansfield, New Hire (business partner)
Sales: New hire
Sales Projection
Immediate launch Projected Sales total: 900
Immediate Replenishment: 550
Off Price Discount: 100
Breakeven Analysis
Sales: $70,000
Materials: $9000
Labor: $500
Contribution Margin: $35,000
Contribution Margin Ratio: 42.1%
Breakeven Sales: $44,325
Breakeven %: 26.6 %
Operating Profit: 13.3%
Line Sheet
