STORY

 

COLORS

The Luxury Goods color palette focuses on neutral or earth tone colors.. and black, a lot of black..

- Black
- Matcha
 - Sage (Burnt Orange)
 - Charcoal
 -  Salmon Pink
 - Cream

 

BRAND POSITIONING

Luxury Good$ Design Studio focuses on designing original art pieces, that caters to a community of creatives with style.  Producing Art pieces of all mediums, carefully created to enhance one’s aesthetic. From accessories, jewelry, and clothing, to furniture and classic works of art, all for aesthetic fulfillment.

 

BRAND PERSONALITY

CUSTOMER PROFILE Age Range: 18-35 Men and Women College Educated Entrepreneur  Young Corporate professionals Young Adult Traveler Comfy/Cozy fit style Sneakerheads Brunch on the Weekend Happy Hours Museum Enthusiasts College Homecoming

WHO WE ARE Creative Innovative Unique Ambitious Cozy Cultured Fashionable Confident Eccentric with Style

APPAREL PRICE CATEGORY Medium   APPAREL CATEGORY - Elevated active sportswear and coordinated separates

 

SCHEDULE

1. THE COURIER

 

- The Courier is a leather over the shoulder messenger bag and the first project release of the Luxury Goods Design Studio. The material of the leather bag is made from authentic leather sourced in Venice, Italy, and manufactured in New York’s Garment District.  Designed with functionality in mind, the bag includes an outer phone pocket, and hidden small zipper pocket easily accessible while bag is worn across the shoulder (for those times you only have one free hand).  The sizing of the bag is perfect to fit any small laptop and tablet devices, to accommodate any stylish on the go professional.  Finished with gun metal hardware, and intentionally designed with utility at the forefront, The Courier is the perfect bag for any hustler getting to it

SAMPLE

**Sample price includes (1) Bag Prototype ( same size/fabric as bag, no finishes), (1) Full Bag Sample and Packaging.  Although a high price point, the sample price includes all of the preliminary set up administration that goes into building the sample which include: Pattern Making for Bag, manufacturing of the prototype and finished sample, custom hardware and set up fees, debossed logo patch and customized set up fees, full packaging design and packaging.  Most are initial one time costs like pattern making, custom hardware molding etc, once the sample is constructed the same details can be used to mass produce so one time fee.

 

BULK ORDER

** The benefit of manufacturing our bags in the United States and partnering with consulting firm       , we are able to produce a minimum order quantity, as oppose to high MOQ amounts when dealing with overseas vendors.  Most times I would have to make at least 50 bags in order to get it produced elsewhere, but we were able to negotiate prices for bulk order of only 10-15 bags.  We would like to keep our quantity low for our first releases to focus more on building brand identity, attention to the details of each project we work on, and developing a community of consumers that prioritize the quality over price point.

 

- TIMELINE

Prototype : approx. 11/16/23

Sample : approx. 4/3/24

Bulk Order : approx. 

Release Target Date : 9/25/24

 

MARKETING PLAN

The Courier Magazine

‘The Courier’ Magazine will be our monthly/bi-monthly newsletter that will be a cross-reference between a look book and a magazine.  Titled ‘The Courier’ because it is meant to carry and deliver a message.  The Zine will incorporate images from recent campaign shoots, and articles about the latest news in fashion from a unique point of view.  The newsletter will be free for the public on our website, and will be available for either one time purchase or monthly subscription purchase for all physical forms.  A current copy of the newsletter will also be shipped with select items purchased from the website as a ‘thank you’ to the customer.  The goal is to have partnerships with different independent fashion shops in the local community and abroad by having them carry a copy of our ‘The Courier’ Magazine in store.  Target areas Washington DC, New York, Atlanta, etc. 

 The purpose of the newsletter is to help build the community or core following of the brand by providing consistent fashion content to our devoted customers that wants to experience the brand, and not just buy.  Also a unique path for brand promotion, going with the nostalgic magazine model in a social media era.  To give a voice to the brand so to speak, and give customers a way to keep up with/support the brand, even if they can’t afford some of the luxury items. 

The plan is for ‘The Courier’ Magazine to be a low priced item, but one of our best sellers.  When in the market for selling higher value products, you may miss out on the lower income customer. That customer that may just not have the means to support a brand that they love due to finances.  This customer is normally happy to support by purchasing lower priced items just to feel a part of the brand (ie perfume, t-shirts, stickers, hair scarves, belts, etc).  As stated above, we plan to get the magazine placements in different stores that align with our target customer for promotional value, and also building partnerships with shops that may want to carry future products.  And lastly the opportunity to do a monthly subscription tier pricing for that devoted customer who wants to buy into the brand monthly for a $10/month item.  The plan is for this item to be a low production cost, but high brand building impact for the Studio.

 

PLACEMENT

The Luxury Good$ Design Studio will be producing products that fit in the ‘Better’ Market.  (Medium to higher priced merchandise from lines that are found in department stores like Macy’s, Dillards, etc.). Outside of online, social media, and hand to hand (Magazine) promotion, We plan to have our products placed in the right environment to succeed.  

Store Placement - Department Stores generally pick up placements and partnerships with smaller fashion brands that fit the ‘Better’ Market.  Our plan is to enter different smaller fashion brand programs, and use our partnerships with manufacturers and consultants in the industry to advocate for department store placements.  In addition, our plan is to collaborate with other smaller independent boutiques that fit our brand aesthetic that are currently in the “Better” market.

Social Media Influencer - Upon release of ‘The Courier’ Bag, another promotional plan is to give one of our bags to a social media influencer.  Knowing how powerful social media influencer marketing is, we believe this will be a great way to promote our brand and product to a mass audience through multiple platforms.  Strategically targeting an influencer that is known for high fashion reviews, has a suitable following, and main consumer is in line with our target customer.

Rent Options - For the Courier Bag, we would use one bag to be the stylist rent bag.  For stylists that style different celebrities, influencers, models, etc, we would like to have the option for stylists to rent a bag for events for a set contractual fee and duration.  This method will help us build relationships with stylists for future products, and always allow for promotional opportunities by always having at least one bag on hand in case of a sell out.

Raffle - Another option amongst the courier bag release is to do a raffle for subscribers. For brand building purposes do a a $15 raffle ticket, comment and share on social media, in a chance to win a bag worth $350.  This is to increase customers to subscribe to the website and to get the buzz and social media attention surrounding the bag release.  A raffle is a strong brand builder, and provides a platform for community interaction with the supporters of the brand.