By: Vanessa Steinberg

Tanya Taylor Overview  Born and raised in Toronto, Canada  Studied Finance at McGill University and Fashion Design at Parsons; worked as a designer at Elizabeth & James for 2 years.  Inspired by family travels and art pieces collected from those trips.  Started her namesake brand in 2011 with a mission to add unexpected femininity to classic American sportswear.

Tanya Taylor – Highlights  Showcased first collection (Fall/Winter 2012) at the MoMa.  Hand-paints all her prints.  Product is manufactured in Manhattan.  Draws a lot of inspiration from art.

Tanya Taylor – Spring/Summer 2014

Tanya Taylor – Fall/Winter 2014

Company Analysis – Target Market  Demographics  Experienced female years old  Lives in the city or metropolitan area (New York, Los Angeles, Toronto)  Received college degree  Early Adopter – opinion leader, well respected  Middle Upper class income level  Income: $80,000 - $250,00  Also supported by other means (husband, family)

Company Analysis – Target Market  Psychographics  Very feminine  Confident, intelligent, light-hearted  Hobbies: travelling, exploring museum exhibitions, exercising  Has an inclination towards art  Other brands that she likes to wear include DVF, Proenza Schouler, 3.1 Phillip Lim  Personal style in music, travel, destinations, and blogs

Lauren Santo Domingo – Target Market

Marketing Mix – Product  Product:  Women’s wear label with the mission to add unexpected femininity to classic American sportswear.  Offerings include:  Skirts  Dresses  Tops  Jackets  All products are offered in bold colors and hand-painted prints.

Marketing Mix – Price  Price: luxury category  Skirts - $450-$600  Tops - $350-$500  Dresses - $800-$1500  Jackets - $500-$1000

Marketing Mix – Promotion  Online - advertise on blog and online fashion publications  WWD, Vogue, Forbes, The Cut, Elle, Style.com, Refinery29, Toronto Life Stylebook.  Public Relations department ensures celebrity viewings wearing brand.  NYFW shows, trunk shows on Moda O’Perandi.  Social media:  Facebook: 1,352 likes, lack of call to action or frequency on the posts or conversation  Twitter: 922, all posts are links to Instagram posts as well there is no engagement.  Instagram: 5,365 followers- most active platform. Photos of products, celebrities wearing the clothes, Tanya’s lifestyle and day-to-day in NYC. People are engaged in liking and commenting.

Marketing Mix – Place  Large luxury department stores  Saks NYC, Bal Harbour, & Hold Renfrew.  Small boutiques in other cities  Louis in Boston, American Two Shot in NYC, Tenoversix in Dallas & Satine in Los Angeles.  Several boutiques in Asia (Japan, Hong Kong, Kuwait) & London.  E-Commerce- sold online through Moda O’perandi, Les Nouvelles & Eluxe.

Company Analysis – Positioning  Dedicated to designing feminine, playful and sophisticated sportswear.  “We dream, design and produce our collections exclusively in NYC”  Collections encompass a balance of playful and classic silhouettes with refined materials that have ageless appeal.  Do It Yourself (DYI) initiatives, hand-painted invitations and prints for Fall’14.  Brand is proud to support domestic production by designing and producing in Manhattan.  Cultural experiences established a brand that merges unexpected femininity to classic American sportswear.  Collection infuses classic sophistication and artful femininity.

Company Analysis – Production

COMPETITION OSWALD HELGASON AND SUNO

 London based brand founded in  Brand encompasses unexpected detail and subversive use of color and pattern.  Modern, effortless, clean and structured look.

Marketing Mix – Product Products Assortments:  Skirts  Dresses  Tops  Pants  Sweaters

Marketing Mix – Price  Dresses: $270-$405  Skirts: $  Pants: $392-$432  Tops: $96-$378  Sweaters: $149-$365

Marketing Mix- Promotion

Marketing Mix- Place

SUNO  Suno is a Women’s wear company created by Max Osterweis and Erin Beatty in 2008  Designed in New York; Produced by artisans in Kenya  High end collection with a conscience that uses traditional East African fabrics.

Marketing Mix For – Product Products Assortments:  Jacket  Skirts  Dresses  Tops  Pants  Knitwear  Accessories

Marketing Mix – Price  Jacket: $750  Dresses: $395-$945  Skirts: $465-$650  Pants: $325-$595  Tops: $295-$495  Knitwear: $395  Accessories $50-$399  Pajamas: $165-$175  Sneaker Shoes: $65

Marketing Mix- Promotion  Suno offers sale on their website  Discounted price on Outnet.com  Facebook, Instagram, Twitter

Marketing Mix- Place

Strategy For Growth  Commerce, culture and community are emerging together  Culture and fashion amalgamating  Maintain brand existence on targeted customers who are a part of the melting pot for creative people.  Customize merchandise  Establish trust and express purpose within the brand

Expansion Strategy – Infiltrate Into New Markets  Tap into accessories market – smaller items that people can afford that still satisfy the desire of the brand.  Shoes  Small leather goods and handbags  Enhance advertising tactics:  Social media  Launch parties  Collaboration with an artist or MOMA to attract art savvy customers that are intrigued by art and fashion

Expansion Strategy – Collaboration with Kerstin Brätsch  Contemporary artist (Germany) – one of Tanya Taylor’s most admired  Her work is currently exhibited at the MoMa (where Tanya had her first NYFW presentation for Fall/Winter 2012)  Prints could be taken from Br ätsch’s artwork

Alternative Marketing Mix – Product & Price PRODUCT  New Product Categories:  Shoes and Accessories (Shoes and smaller leather good, clutches)  New Prints –New inspiration via MomA artist PRICE  Accessories: Smaller leather goods $120- $350 & Shoes $800-$1200.  Consistent with clothing – Skirts $450-$600, Tops $350-$500, Dresses $800-$1500

Alternative Marketing Mix – Place & Promotion PLACE  Online - advertise on blog and online fashion publications  WWD, Vogue, Forbes, The Cut, Elle, Style.com, Refinery29, Toronto Life Stylebook.  Boutique locations PROMOTION  Social media:  Facebook: promote the same Twitter campaign on Facebook to engage customers and listen to their suggestions on new collaboration with artist inspired prints. Get fans engaged  Twitter: engage customers through asking for feedback on sample process for print ideas. Tweet the print and get 20% off handbag or shoes from  Instagram: initiate campaigns on platform and ensure of storytelling

Short Term Goal  Become a target market oriented brand.  Maintain global segment while finding the parallel with new products.  Engage in personal dialog with the customers.  Conversational marketing skills – capture customer attention.  Engagement through gaining customers perspectives on prints or products. “I am a big dreamer and see our business growing in terms of distribution, industry recognition and product categories”

Long Term Goal  Investment in Tanya Taylor store.  Department stores only great aspect of store is the real- estate, beyond that they are going to fade out.  Self sufficiency – not having to depend on other retailers for sales.  Infrastructure –product extension strategy which will result in increased Revenue.  Patience –at least 2 years before breaking even. “Long-term success is seeing our creativity make women feel more beautiful.”

Conclusion –Words of Wisdom “I truly believe there is no greater mistake than doing nothing, so sometimes you just have to jump in and trust your instincts”