Cait Nolan

Demographics -Ages 25-30 -Annual income is $75k with disposable income/savings -Single, Married, Divorced -Shops at local, high-end boutiques -Goes to theatre shows, gallery openings, and concerts Psychographics -Busy Calendar -Shops at Nordstrom, Splendid and local boutiques -Looks to stand out in a crowd -Impulse buyer/shopper -Doesn’t have time to keep tabs on her purse -She feels more fun when she wears highly embellished garments -Daily habits include coffee, nice shoes and spending her food money on accessories

Product plan Resolve is an accessory design company specializing in high-end handbags for over-the-shoulder, around the waist and around the wrist. Resolve handbags offer longevity in design to counteract the fast fashion age of style and offer a unique approach to a purse experience. These unique styles are heavily adorned and made with sturdy vegan leathers that can be used with the consumer’s existing jewelry as the shoulder, belt or wrist chain. Financial Plan The estimated cost to get Resolve up and running for its investors is $26,600. $18,600: Materials/Product manufacture (variable with season 2 per year) $8,000: Marketing (fixed) Price point: $98- $598 Product run: 600 quantities manufactured at $25 per bag average (including marketing) Projected sales per season: $75,000 Projected profit per season: $ 56,250 Projected sales for first year: $150,000 Projected profit for first year: $112,500

Sales and marketing The idea behind Resolve relies on a confident woman that only needs one thing when she steps out; a statement handbag. Ultimately, this is her only travel item. To convey this bold statement, Revolve’s tags come in the form of a luggage tag. Revolve further identifies with a customer who buys vintage accessories and looks for unique designs that provide ultimate functionality. Resolve’s competitors hold a sizable market share but only cater to one need: luxury. Resolve will be distributed to boutiques locally and presented to buyers at large department stores like Neiman Marcus and Nordstrom. Resolve will use print advertisements including mailer look books and online targeted ad space in an effort to drive traffic to the website and create a loyal consumer base.

Marketing Collateral The hangtags make the bold statement that the customer’s only resolve is to have a beautiful, bold handbag when traveling anywhere. This shows echoes the customer’s values. The tags will be vegan leather luggage tags that are customizeable, allowing for a handstamped name and address, on date of purchase. On the back side of the luggage tag there is a business card slot where the company logo and product information will be placed presenting the classic brand colors of black, white and gold. Each tag will be attached by a dainty gold chain tassel loop.

Merchandising The product will be packaged in individual duster bags to keep the embellishments and leather from scratching then bagged in plastic for shipping. The handbags will be displayed instore, stuffed and under lights in its own section. There the brand will have its own, unique visual merchandising for the display. One of each color way in each style will be presented. This allows for customers to see their many options and try on their next purchase.