The Bellboy (2010 Fall/Winter) “A clean, polished bag to present the most organized version of your life”
Executive Summary
In modern culture, the working woman’s life spans more than a single niche including, travel, business, and home. Her bag should be able to accompany her to her destinations. This is the hidden current our team uncovered as a result of our research of lifestyle trends which we examined using context, color trends, fashion, demographics, and more. The bag we created allows women to carry not only their every day purse items but provides space for larger items meeting the needs of multi-faceted, 2010, working women.
Product
The Butler Bag “Bellboy” is a clean, polished bag to present the most organized version of your life. With three main compartments, the “Bellboy” ensures storage for the most important business items. The pocket on the back allows you to store your laptop or files from work. It includes a fully functional compartment that organizes your everyday items. In addition, the bottom compartment provides a space for larger items. Overall, the “Bellboy” caters to your needs, making sure your possessions arrive safely to your destination. Our color palette is based on research of past color trends which were used to make a projection of future colors. Our palette of bright winter/fall colors reflect the projected changes in the economic status of the U.S., taking into account the current recession. Color names were inspired by travelers’ future destinations. Price Point: Survey results show the perceived value of our bags is $350. Dimensions: 14"H x 18"W x 8"D (satisfies airplane requirements of 45” ) Selected Colors From Forecast 2010 Material: Top Grain Leather, Silver Hardware Description: The bag features a inset top zipper opening to a tray compartment, a side double-zippered opening to spacious under compartment and a large zippered pocket on the back that will fit a laptop*. The double-zipper on the side is hidden behind the edges of the door flap. Both ends of the bag have an open pocket and a zippered pocket. Finally, there is an adjustable shoulder strap which clips to the D rings and the carrying handles on both sides. *All bags feature same 3-compartment interiors. Color: All three bag styles are available in our six color
Target Market
Demographic:
Age: 30-40 years old (13% of population in 2010/ highest % of business travelers) Gender: Female (spend more money on accessories) Income: $50,000-100,000 per year (45% of online shopping sales) Status: Married (married females travel and spend more) Lifestyle: Working, educated, travels 1-3 times a month for leisure or business.
Geography:
Butler Bag is available online which has very few geographical limitations. While the bag can be purchased internationally, we focused our market on women in the United States.
Inspiration
The “Bellboy” was inspired by the business woman that carries her life inside her purse. We wanted to take into account that women have busy lives and need to have a purse that is stylish yet functional.
Survey Results:
Context of 2010
Economy
•Economists projected that the U.S economy will begin to recover by 2010 and European Countries’ economic status will deteriorate. We predict these economic situations will encourage and increase international travel. Back view These graphs are based on our surveys. Data results led us to eliminate two colors from our original color palette as well as keep our bag a solid color.
Risk Analysis
Our design caters to an existing market served by Butler Bag, however, the bag we are introducing is completely new. This puts our probability of failure in the 60-75% range of the risk matrix. If predictions concerning the economic status of the U.S., political policies, or consumer travel rates are incorrect, they will have an effect on the success of our bag. If a scenario arose in which the context of the market was significantly different, our bag could be toned down by using more neutral colors and fewer exterior details to keep production costs low. Product Development Graph: This graph shows a new product in an existing market having a 60-75% probability of failure.
Politics
•Since there was an increase in votes from younger generations and minorities. Our research suggests they will be inspired to try brighter colors and more innovative designs. •Because the First Lady Michelle Obama has gained popularity. We project that there will be an empowering movement of feminism as well as maintaining a classic look in 2010.
Alternate styles
Social
•Environmental issues will continue to raise concerns about the oil crisis, global warming, and depletion of natural recourses. In response to these concerns, consumers will continue to show interest in eco-friendly products by “going green”.
Analysis of Competition
Company
Butler Bag Price Point $125 - $275 /$800 -$1,400
Materials
top grain leather, silver and gold hardware, vegetable dyed shrunken lambskin, crushed Italian patent leather, zipper Italian polished calf-skin leather, cotton/Denim lining, stainless steel hardware, buckle closure, zipper patent leather, gold and silver hardware, metallic leather lining, python, chain, zipper drum dyed leathers, palatial pebbled leather, crocodile embossed leather, zipper or magnetic closure
How does our bag beat the competitors?
Our new bag design is taking Butler Bag another step closer to meeting the needs of the already established target market, the working woman. Often times these days, not only does our target consumer work, but maintains a personal life. This new design provides her with a compartment to easily fit larger laptops, books, notebooks, files, and/or paperwork. Additionally, our bag is larger than that of current Butler Bag products and features a new, convenient, lower compartment which can house large or bulky items such as shoes, change of clothes, or other additional items. Floto: This company creates large leather handbags which are spacious, and luggage which is large and sometimescompartmentalized. Our handbag is more space efficient than Floto’s because we have incorporatedmultiplecompartments to divide up the space rather than Floto’s whish is essentially like carrying around a largeempty box.Consequently, our bag provides quicker, hassle-free access to items a working woman needs to find in a Hurry. Michael Kors: Like Butler Bag, this company produces fashionable bags for women who live fast paced social lives.Our team’s bag will meet the additional needs of the fashionableworking woman. Our bag is wider and/or larger thanmost M.K. bags and can store a laptop and other larger items more easily andconveniently. Our bag also features a removable shoulder strap, which crosses diagonallyacross the body, helping women juggle their hectic lives. B. Makowsky: This competitor produces bags which are not only fashionable, but are also quite large in height andlength. Some even feature a zippered divider in the center of the bag fororganization. Our bag tops theirs by having amuch wider base and an open lower compartment, which will make it easier to store bulky items. Our bag also hastheadvantage with its hands-free shoulder strap.
Cultural
•Due to a predicted increase in international travel we project that there will be an increase in influences from other cultures. Consumers traveling to other parts of the world will return with styles, trends, and cultural ideas that will influence their lives and their consumer behavior. •In 2010 the Winter Olympics will be held in Vancouver, Canada. This will draw people into the northwest Unites States and into British Columbia. Also, the Soccer World Cup FIFA will be held in South Africa in 2010. This, along with Barack Obama’s Kenyan heritage may cause African culture to gain popularity.
Floto $100 - $300
Michael Kors
$200 - $1,400 / $2000 $3000
For more information : http://wsu-twfc.blogspot.com http://wsu-twfc.blogspot.com/2008/12/citation-of-yourtemplate.html http://docs.google.com/Doc?id=dfd69hbf_15dbngdmhm http://docs.google.com/Doc?id=dfd69hbf_28c84k8vdn http://docs.google.com/Doc?id=dfd69hbf_38gxr776dn
B. Makowsky
$140 - $300