Livree swimwear Final Project

LIVREE SWIMWEARKarime Perchy & Paula DualibyInnovative New Products and Services

New York University

oliviamusic

Sticky Note

Beautiful design.

A BOTHERING PROBLEM

After they’re 40 years old, women feel uncomfortable while using swimwear and may even stop enjoying their fun time at the beach or swimming pool.

“I feel elegant and confident when I’m dressed to go to work, but I just feel terrible when I have to use swimwear. Sometimes I see my kids having fun at the swimming pool during summer time and I really want to join them, but I just can’t, it’s embarrassing…”

Johanna White, 45 years old, New Jersey

oliviamusic

Sticky Note

Brilliant and compelling set up. Great problem identification. Love the quote. :)

AN URGENT NEED

We have to find a way to make women feel beautiful and elegant when using

swimwear. They are elegant, glamorous and sophisticated and deserve to

properly enjoy their summer time and water sports more than everyone else.

oliviamusic

Sticky Note

Beautifully done ladies. Very compelling, and yes, this is a very urgent need!!!

A CREATIVE SOLUTION

Customized, hand-crafted high quality swimwear made with a brand new type of fabric which has the patented YOP technology that gives unique support and slimming effect in critical body

areas, such as chest, tummy and hips and fits perfectly.

LIVREE SWIMWEAR

oliviamusic

Sticky Note

Great solution. Love the YOP Technology.

STRATEGY STATEMENT

Women deserve to enjoy their lives and feel confident and beautiful at any age and any time. However, after their forties', a lot of beautiful women avoid the fun time at the beach or swimming pool, because they feel uncomfortable to use swimwear or that they are wearingan unappropriated swimsuit that doesn’t fit their body type.

Looking at this problematic scenario and realizing that these women had an unmet demand for feeling appropriately attractive, comfortable and confident while using swimsuit, we created a new company: LIVREE swimwear.

Through, offering the exclusive inch-reducing fabric technology YOP in hand-crafted customized swimwear, we know we can make our customers feel gorgeous the way they deserve to. No other swimwear brand had ever offer something that unique and effective, because we really care about women self-esteem at any life stage and we could put together all the right design and engineering resources to come to the best solution. LIVREE is committed to make women feel wonderful with the most exclusive swimwear.

oliviamusic

Sticky Note

Well articulated. Really beautiful writing and thought here.

TARGET AUDIENCE

• Women 40+ year old women

• Annual income between $60,000

and $200,000

• Live in New York City or

Northeast New Jersey

• Have a fine taste for fashion

• Worried about feeling

comfortable and elegant at any

situation

• Value exquisite and fashionable

swimwear design

oliviamusic

Sticky Note

Clearly defined target audience. Although, you should go ahead and add tourists as well. You can become a destination shop, like a Dylan's Candy Shop, only available in NYC.

RESEARCH METHODOLOGYQUANTITATIVE / SURVEY: A RESEARCH WITH A SAMPLE OF THE POPULATION TO UNDERSTAND OUR TARGET MARKET

oliviamusic

Sticky Note

You ladies went above and beyond with this survey. You did a FANTASTIC job. I also enjoyed taking this survey.

RESEARCH METHODOLOGYMAIN OUTCOMES

Most important features: how it fits, design, color

When they use swimwear: Summer time, water sports

How much they are willing to pay: $70-$120 (regular features) & $130-$180 for premium exclusive product)

Preferred product design: full coverage and tankini

Body regions that need more support: chest and belly

How often they buy: Every summer time

oliviamusic

Sticky Note

Just fantastic.

FEATURES & BENEFITS

DESIGN

- Size: from S to XXL

- Fabric: Imported from Brazil, different colors, prints and patterns

- Style: classic full coverage and tankini and customizable

YOP PATENTED TECHNOLOGY

- Powerful elastic material that has multidirectional reducing strength due to its hexagonal thread pattern

- YOP Technology helps the swimwear feels like it fits perfectly to your body with inherent slimming properties that shape, control and support like no other

SERVICE

- First-class service and advisory with knowledgeable staff

- Customization: customers will be able to choose the fabric, the design and the accessories (for this service, the price may increase 20%)

oliviamusic

Sticky Note

Great job, however, for Service section want you to take a product feature and translate it into a customer benefit. For instance, First class service = Worry free ordering to ensure a great product as you envisioned, and on time.

COMPETITIVE LANDSCAPE

Pesca Boutique

Azaleas

Monif C.

Department stores

Where Price range Main claim

Midtown East

East Village

GarmenDistrict

Various

$100-$200

$100-$300

Own brand

No • Wide & premium int’l selection

• Knowledgeable staff

No • Fine selection of top label independent designers

Category & Target

• Apparel• Swimwear• W & M

• Lingerie• Swimwear• Apparel• W

$70-$175 Yes • Swimwear• Apparel• W

• Sexy plus size

40+ year old women? Customized? Handcrafted? Exclusive technology?

VariousUnder $50-$250 No • Widest variety of sizes & stylish brands

BUSINESS PLAN

Mission

Vision

Value proposition

Make women feel comfortable, sophisticated and beautiful the way they deserve to at any age and any time, through providing the finest swimwear and a first-class service in LIVREE.

To be one of the most recognized swimwear brands in the United States by 2020.

For high income 40+ year old women, who struggle to find the right swimwear and feel comfortable and elegant wearing it, LIVREE provides the best swimwear design with slimming technology that fits perfectly and make them feel beautiful the way they deserve to.

oliviamusic

Sticky Note

Really really well done. Bravo!

BUSINESS PLAN

Unit price tableProduct A (Swimsuit) $ 150 Product B (Tankini) $ 145 Product C (S+W customized) $ 180

Mar Apr May Jun Jul Aug Oct Nov Dec Jan FebProduct A Quantity 40 40 60 70 70 70 50 50 45 25 25

Revenue $ 6,000 $ 6,000 $ 9,000 $ 10,500 $ 10,500 $ 10,500 $ 7,500 $ 7,500 $ 6,750 $ 3,750 $ 3,750

Product B Quantity 40 40 60 70 70 70 50 50 45 25 25Revenue $ 5,800 $ 5,800 $ 8,700 $ 10,150 $ 10,150 $ 10,150 $ 7,250 $ 7,250 $ 6,525 $ 3,625 $ 3,625

Product C Quantity 70 70 130 160 160 160 100 100 60 50 50Revenue $ 12,600 $ 12,600 $ 23,400 $ 28,800 $ 28,800 $ 28,800 $ 18,000 $ 18,000 $ 10,800 $ 9,000 $ 9,000

Total Quantity 150 150 250 300 300 300 200 200 150 100 100Total Revenue $ 24,400 $ 24,400 $ 41,100 $ 49,450 $ 49,450 $ 49,450 $ 32,750 $ 32,750 $ 24,075 $ 16,375 $ 16,375

Year 1 total revenue: $360,575

Year 1 total quantity: 2200

oliviamusic

Sticky Note

You outdid yourselves. Superiorly done.

MARKETING PLAN STRATEGY

Budget

- 8% of net sales = $28,846.00/year

Campaign objective

- To generate brand awareness and traffic to the store

Phase Media Specifics

Awarness PR First “heads up” & Press release

Awarness Print Own brochure presenting the new store and products

Awarness Event Opening event with special key guests at inauguration day

Awarness & Consideration Digital - Online banner at premium magazine & news websites- Google AdWords- Bloggers sponsorship (Mom bloggers)- Corporate video presenting the new brand

Awarness & Consideration Social Media - Facebook, Twitter, Intagram and Youtube owned and paid

oliviamusic

Sticky Note

smart to establish marketing budget as small percentage of business sales. shows you are business savvy. NOTE: Awareness is spelled awareness.

MARKETING PLAN SCHEDULE

PR “heads up”

Website “coming soon”

Press release

Website kick-off

Inauguration cocktail

Brochure distribution

Social Media & video release

Mom bloggers sponsorships

Online banner ads & Google

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

oliviamusic

Sticky Note

Really great visual illustration of your marketing plan.

4P’S SUMMARY

PRODUCT PRICE

PLACEPROMOTION

Customized, hand-crafted high quality swimwear, with patented slimming

YOP technology

$150-$180

Own boutique at the Upper West Side

PR, Digital, Print, Social Media and Events

oliviamusic

Sticky Note

Great. Thank you for this. But where's my 5th P Paula??? :)

SUPPLIER AND BUYER

Brazilian manufacturer

LIVREE boutique NYC

40+ year old women

Supplier Buyer

Importation Purchase

Order on demandOrder on demand

oliviamusic

Sticky Note

Superb!

SOURCE OF FINANCING

• 30% Own capital

• 15% Retained profit

• Medium and long term loans (30%)

• Angels Investors (25%)

Internal External

Total required investment: $150,000.00

oliviamusic

Sticky Note

Pretty good that you only need $150K to make $360K! Only comment here is to show this page closer to the revenue page so you can see the connection between investment needed and ROI. But really well done regardless.

Q&A

Thank you

oliviamusic

Sticky Note

Karime & Paula, Your presentation was the best of all the student presentations this term. You put a LOT of time and effort into your presentation, and it truly shows.Thank you for taking this assignment as seriously as you did, and I hope that through this class you acquired great skills for your professional and personal journeys in life, Olivia :). On Scale of 1-10, here is how you scored on all relevant sections: 1) Strategy - 10 2) White Space Identification - 10 3) Competitive Analysis - 10 4) Features & Benefits - 10 5) Target Audience - 10 6) Source of Financing - 10 7) Mission & Vision - 10 8) Value Proposition - 10 9) Marketing Launch Plan - 10 10) Research Methodology - 10 Total score: 100 out of possible 100