Revolutionize and Customize Your Clothes UWear Revolutionize and Customize Your Clothes

Introduction Our mission The Service Back in 2008, we made it a goal to revolutionize the online shopping community by providing the best customer service, and variety of clothing options that fit and suit our customer’s style, all at an affordable price. Here at UWear.com, our mission is to revolutionize. The Service Our headquarters are currently bases in Chicago, and although we are solely based online, we have two operating stores. One in New York City and the other in Los Angeles. We offer customers the chance to find clothes that fit and suit their taste, by assigning them a personal stylist. Their personal stylist is there to help them find clothes that fit them and show off their style. All in all their personal stylist is there to help them look good.

Consumer Needs and Key Issues Clothing industry provides standard, customary clothing sizes but there is a deficiency in specialization, which poses a major problem in consumer behavior Target group is business professionals, however a limitation is an older age group Excessively high costs for TV campaigns Most customers prefer to leave with their purchases, therefore the time required to produce personalized clothing is at a disadvantage The majority of the consumer population does not make a high income and will tend to look at stores like Sears or Kohl's

Market Research Secondary Data 62% of US consumers with internet access shop online at least once a month. 54% of consumers are 18-30. The top reasons for online shopping are discounts, deals, promotions, quality products and value. 40.9% of online shoppers are male, and 59.1% are female. 74% of the population use the internet. 2 83% of the online purchases come from North America. 2 As of today, 195 million consumers are from the US. 4 3 The top products bought online are clothing, furniture, electronics, engagement rings, and music. 3 2 Out of those products, clothing is rank number one, bringing in $12 billion in sales. http://visual.ly/understanding-online-shopping-behavior http://visual.ly/online-shopping-statistics http://www.cpcstrategy.com/blog/2013/08/ecommerce-infographic/ http://www.marketingprofs.com/charts/2013/12195/online-shopping-trends-most-popular-categories-top-purchase-drivers “How Many People Shop Online?,” CPC Strategy, accessed April 10, 2014, http://www.cpcstrategy.com/blog/2013/08/ecommerce-infographic/. “Online Shopping Trends 2013: Most Popular Categories, Top Purchase Drivers,” Marketing Profs, accessed April 10, 2014, http://www.marketingprofs.com/charts/2013/12195/online-shopping-trends-most-popular-categories-top-purchase-drivers. 1 2 From this, we can conclude that e-commerce sales will continue to increase and that by the end of this year, it will bring $250 billion in sales. 1 2

Market Research Surveys – Online Shopping

Market Research Surveys - Demographics

Consumer and Buyer Behavior Free shipping is the reason most consumers shop online. 7 Great fitted, customized clothes, and affordability are the three biggest factors to young professionals when shopping. 6 Fit and style are the two biggest factors for young professionals willing to order customized clothing. 6 When there is a “get the look sale” young professionals are more willing to order. 7 5. http://www.sfgate.com/business/article/Menswear-leads-fashion-e-commerce-3985526.php 6. http://www.mrketplace.com/53181/tailor-made-online-custom-clothing/ 7. http://www.practicalecommerce.com/articles/3732-Understanding-Affluent-Male-Online-Shopping-Behavior Sarah Frier, “Menswear Lead Ecommerce,” SF Gate, October 26, 2012, accessed April 10, 2014, http://www.sfgate.com/business/article/Menswear-leads-fashion-e-commerce-3985526.php. Elise Diamantini “Tailor Made: Online Custom Clothing,” Mrket Place, June 26, 2013, accessed April 10, 2014, http://www.mrketplace.com/53181/tailor-made-online-custom-clothing/. Marcia Kaplan, “Understanding Affluent Male Online Shopping Behavior,” Practical Ecommerce, September 13, 2012, accessed April 10, 2014, http://www.practicalecommerce.com/articles/3732-Understanding-Affluent-Male-Online-Shopping-Behavior. Young professionals in their late twenties to early thirties that are single are more willing to order customize clothing online. 5 Young professionals that live in coastal cities are more willing to order online. 5

Competition Pros Cons Tailor Expert measuring Physical customer service Expensive Transportation needed Department Stores Variety of options Well-known Good quality Dressing Rooms Crowds Strict Exchange and return policy Time Consuming Other custom clothing sites No transportation No crowds No dressing rooms Shipping expenses Virtual Fitting Rooms Ability to preview before purchasing Not as accurate Limited access

SWOT Analysis Strengths: Affordably, yet competitively priced Consumers have the freedom to choose preferred fabric and fit Delivery service provides convenience User-friendly website interface Weaknesses: Services mainly available online Production costs are high due to customization Opportunities: Many popular clothing companies do not offer the customization of their clothing Cheaper prices compared to high fashion companies (such as Tom Ford and Armani) Threats: Well-known companies such as Express and Zara offer professional clothing via in-store or through shipping Forever 21 offers popular styles for a lower price with easy access Strengths Competitive Pricing Incentives Own/Personal Brand Provide the option to take measurements – store in a database Weaknesses Tough Competition from established department stores and clothing companies Time to manufacture a custom sized clothing Opportunities Most companies do not offer specialized professional wear Sizing differs from company to company that may not fit correctly for some Threats Established companies have better delivery infrastructure Other companies (i.e. Fits.Me) offers a virtual fitting room that provides sizing

Segmentation and Targeting Young professionals that live in coastal cities… Have an income of $30K-60K Who shop online Do not have the time to shop in-stores Have a hard time finding clothes that fit Have a need and want of customize clothes that fit and suit their style

Positioning Stylish Affordable Personable Has the latest trends in clothing, fabrics, and prints A variety of options in clothes Affordable Not as expensive as a tailor or department store Promotions consist of free shipping on orders over $50 Personable Personalize stylists that help you find clothes that fit and look good 24 /7 online help available

Market and Environment Perceptual Map Professional UWear Affordable Expensive Casual

Price and Promotion Price: Free Shipping on orders over $100 Shipping cost $3 $75 starting price for customize clothes $350 for a customize suit Promotion: Flyers Internet Ads Facebook Pinterest QR Codes YouTube promotional video

Product and Place Place: Online store Two Operating Stores in New York City and Los Angeles Guaranteed two week delivery on any order below $200 Availability in all countries Distributed from San Francisco, California and NYC, New York. UPS delivery for domestic and Fed Ex for international deliveries Product: Online Stylist to help you find your fit Customize business professional clothing Accessories

Strategy Competition Product Development Product Differentiation Introduce new clothes for customers to pick from once every few weeks Use email and social media to inform customers of the new items. Product Differentiation Competitive advantage in being able to customize your own clothes according to your measurements

Digital and Internet Media YouTube Pinterest-Circulating trial clothes Blogs Google Ads Facebook page- Coupons/Giveaways/Contests/Raffles Instagram-Contests/Giveaways QR Codes that link to the site Hashtags

Promotional Campaign: When Brand Recognition Partnerships &Feedback Coupons, Giveaways, Promotions Google Ads, Pinterest, Blogs, YouTube Q4 Q3 Q2 Q1

Allocation of Budget 8 9 10 11 12 8. http://www.cnet.com/topics/camcorders/ 9. https://www.facebook.com/help/318171828273417/ 10. https://www.google.com/adwords/how-it-works/costs.html 11. http://www.executionists.com/blog/blog/how-much-does-a-small-business-website-cost/ 12. http://www.ppbh.com/how-much-do-ads-on-youtube-cost/

Stages of costs Preliminary stage: $2500 Quarter 1 Quarter 2 Quarter 3 $3500 Quarter 2 3000 Quarter 3 Quarter 4

QR Codes that link to the Website Hashtags and QR Codes #UWear #OOTD #UWearWednesday QR Codes that link to the Website

For every 10 friends you refer, get 15% off your next purchase. Contest and Giveaways For every 10 friends you refer, get 15% off your next purchase. Automatically enter our Win it Wednesdays, every 2nd Wednesday of the month, by using the hashtag #UWearWednesday every Wednesday, and you can win 20% off your next purchase

Pinterest and Facebook Page

Before After Promotional Campaign Tired of your clothes not fitting? Custom clothes to fit you

Promotional Campaign Promotional Campaign Script: *Man walking down street in suit that does not fit* Woman to man: Wow, nice suit you have there. Man (*smiling broadly*): Hey thanks! I’ve had it since I was 15, it’s a great suit. Woman: 15? Wow I couldn’t tell (* rolls eyes*) Man: Seriously! Man (*smiling broadly*, steps off the sidewalk distracted and into a puddle): Oh no! My suit is ruined! Man (*looking down at pants*): Oh wait! (Camera focuses on his “high waters” which have prevented his pants from getting wet): Yes! This suit is the best! (*Man smiling broadly again* continues to walk down street among incredulous looks from women and men down the street)

Success Metrics Ad traffic (1000 people a month) Every month 300 deliveries Increase of sales 2% every month for the first year

Sources: 1. “Understanding Online Shopping Behavior.” Visual Ly. Accessed April 10, 2014. http://visual.ly/understanding-online-shopping-behavior. 2. “Online Shopping Statistics.” Visual Ly. Accessed April 10, 2014. http://visual.ly/online-shopping-statistics. 3. “How Many People Shop Online?” CPC Strategy. Accessed April 10, 2014. http://www.cpcstrategy.com/blog/2013/08/ecommerce-infographic/. 4. “Online Shopping Trends 2013: Most Popular Categories, Top Purchase Drivers.” Marketing Profs. Accessed April 10, 2014.http://www.marketingprofs.com/charts/2013/12195/ onlineshopping-trends-most-popular-categories-top-purchase-drivers. 5. Frier, Sarah. “Menswear Lead Ecommerce.” SF Gate. October 26, 2012. Accessed April 10, 2014. http://www.sfgate.com/business/article/Menswear-leads- fashion-e-commerce-3985526.php. 6. Diamantini, Elise. “Tailor Made: Online Custom Clothing.” Mrket Place. June 26, 2013. Accessed April 10, 2014. http://www.mrketplace.com/53181/tailor-made-online-custom- clothing/. 7. Kaplan, Marcia. “Understanding Affluent Male Online Shopping Behavior.” Practical Ecommerce. September 13, 2012. Accessed April 10, 2014. http://www.practicalecommerce.com/articles/3732-Understanding-Affluent-Male-Online- Shopping-Behavior. 8. “C Net.” Accessed April 2, 2014. http://www.cnet.com/topics/camcorders/. 9. Facebook. “.” Accessed April 2, 2014. https://www.facebook.com/help/318171828273417/. 10. Google. “.” Accessed April 2, 2014. https://www.google.com/adwords/how-it-works/costs.html. 11. Executionists. “How Much Does a Small Business Website Cost?” October 28, 2012. Accessed April 2, 2014. http://www.executionists.com/blog/blog/how-much-does-a- small-business-website-cost/. 12. Alleger, Jason. “How Much Do Ads On Youtube Cost?” PPBH. August 7, 2012. Accessed April 2, 2014. http://www.ppbh.com/how-much-do-ads-on-youtube-cost/.