1. Revolutionize and Customize Your Clothes
UWear
Revolutionize and Customize Your Clothes

2. 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.

3. 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

4. Market Research Secondary Data
62% of US consumers with internet access shop online at least once a month.
54% of consumers are
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.
“How Many People Shop Online?,” CPC Strategy, accessed April 10, 2014,
“Online Shopping Trends 2013: Most Popular Categories, Top Purchase Drivers,” Marketing Profs, accessed April 10, 2014, 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

5. Market Research Surveys – Online Shopping

6. Market Research Surveys - Demographics

7. 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. 6. 7.
Sarah Frier, “Menswear Lead Ecommerce,” SF Gate, October 26, 2012, accessed April 10, 2014,
Elise Diamantini “Tailor Made: Online Custom Clothing,” Mrket Place, June 26, 2013, accessed April 10, 2014,
Marcia Kaplan, “Understanding Affluent Male Online Shopping Behavior,” Practical Ecommerce, September 13, 2012, accessed April 10, 2014,
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

8. 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

9. 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

10. 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

11. 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

12. Market and Environment Perceptual Map
Professional
UWear
Affordable
Expensive
Casual

13. 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

14. 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

15. Strategy Competition Product Development Product Differentiation
Introduce new clothes for customers to pick from once every few weeks
Use 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

16. 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

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

18. Allocation of Budget 8 9 10 11 12 8. 9.
10.
11.
12.

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

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

21. 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

22. Pinterest and Facebook Page

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

24. 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)

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

26. Sources:
1. “Understanding Online Shopping Behavior.” Visual Ly. Accessed April 10, “Online Shopping Statistics.” Visual Ly. Accessed April 10, “How Many People Shop Online?” CPC Strategy. Accessed April 10, “Online Shopping Trends 2013: Most Popular Categories, Top Purchase Drivers.” Marketing Profs. Accessed April 10, onlineshopping-trends-most-popular-categories-top-purchase-drivers. 5. Frier, Sarah. “Menswear Lead Ecommerce.” SF Gate. October 26, Accessed April 10, fashion-e-commerce php. 6. Diamantini, Elise. “Tailor Made: Online Custom Clothing.” Mrket Place. June 26, Accessed April 10, clothing/. 7. Kaplan, Marcia. “Understanding Affluent Male Online Shopping Behavior.” Practical Ecommerce. September 13, Accessed April 10, Shopping-Behavior. 8. “C Net.” Accessed April 2, Facebook. “.” Accessed April 2, Google. “.” Accessed April 2, Executionists. “How Much Does a Small Business Website Cost?” October 28, Accessed April 2, small-business-website-cost/. 12. Alleger, Jason. “How Much Do Ads On Youtube Cost?” PPBH. August 7, Accessed April 2,