Date post: | 18-Jul-2015 |
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Retail |
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Copyright © Carissa Rose Designs LLC. All rights reserved.
Carissa Rose Brown 214.727.9625 [email protected]
The Problem: Shirts, Jackets, Dresses and Tops that don’t fit. BUTTON DOWN SHIRTS:
The Problem: Shirts, Jackets, Dresses and Tops that don’t fit. JACKETS THAT DON’T CLOSE TENT-LIKE TOPS
FIT, VALUE & CONFIDENCE
I could actually wear a white shirt without it gapping open, something I haven’t been able to do for years. I love this line! I will be wearing it in the future. Shelley Z, Michigan
I absolutely love your clothing! It definitely makes me feel more confident when I have great fitting clothes like yours. Thank you so, so much! -Stephanie M, Florida
The Solution:
Women’s apparel in proportion specific sizes @ CarissaRose.com: •The core of the Carissa Rose concept is the bust to waist ratio.
•Given the same size waist, we change key measurements to produce a more perfect fit for your body.
•Disruptive fit model using empirical data from hundreds of proprietary fit sessions, and current BMI research.
The Product Line:
The Carissa Rose
Market: $1B+
Women’s online apparel sales
annually: $10.5 Billion (11% growth)
Growth of online retail sales annually:
188 billion 2011 (10% growth
through 2015)
Professional women who need work-appropriate
clothes
US market for outsize apparel,
2008-2014 $5B > $43B
Just received my first order and it definitely won't be my last – perfect fit, great quality, no hassle at all with international shipping- I'm a very happy camper. Andrea C, Australia
Our Target Client Base
*Includes petite, plus-size, and all other extended sizing / nontraditional silhouettes. Sources: NPD Group, US Dept of Commerce, and internal analysis.
The Underserved Market: Over $1B
$1.75 B $2.6 B
$3.67 B
$4.9 B
$6.38 B
$8.1 B
$10 B
$0
$5,000,000,000
$10,000,000,000
$15,000,000,000
$20,000,000,000
$25,000,000,000
$30,000,000,000
$35,000,000,000
2010 2011 2012 2013 2014 2015 2016
Women's outsize apparel sold online* Women's apparel sold online
Competitor Strengths Weaknesses
Pepperberry • Market leader in UK. • Merchandising mix. • Brick & mortar stores • $70M annual revenues
• Lower quality fabrications and sewing.
• Fit doesn’t serve the US female body accurately (different proportions)
Rebecca & Drew • Based in NY (major apparel center)
• Off-shore production capabilities
• Sizes by bra cup and band width, relative and inaccurate system
• Website not updated
The Shirt by Rochelle Behrens www.the-shirt.com
• Business to Business model resulting in many points of sale
• Lower price point
• Narrow focus on “solving the gap problem” not proportion specific sizes
• Liminted styles and colors available
Competition
Direct to consumer model; first-hand feedback shapes merchandise line
Community oriented for social commerce
High touch customer service
Scalable for strong, fast growth
Go To Market Strategy: e-Commerce
2010 2011 2012 2013 2014
Gross Revenues 203,544 126,592.00
88,493.22
32,598.21
15,783.75
Expenditures 220,116 79,398 Net (16,572)
Financial Summary
450,000+ views on YouTube channel
120 affiliates deliver 25% of sales
~5,265 Facebook fans
Impact of just 4 major media placements (print and digital): $63.3K sales 507 new customers If they know about us, they buy.
Bootstrapping Metrics & Results on $100K (09-10) Initial Investment
Customer value (Annual): ~$250-500
Unique orders per customer (Average): 5
2010 - 2011 Total Marketing Spend $45,291.00 Total Customers Acquired 1650 Customer Acquisition Cost $27.45
Average Net Purchase Per Customer $143.64
COCA & LTV
Inventory on Hand $ 24,390.00 Disruptive sizing system established $ 7,500.00 Pattern fit block determined $ 5,000.00 Robust e-commerce site $ 12,500.00 Existing customer base $ 10,000.00 60+ hours available (already paid) to improve website $ 5,000.00 4+ years historical data on psychograph of shopper $ 10,000.00
TOTAL $ 74,390.00
Assets
Robust e-commerce Website
Robust e-commerce Website
Robust e-commerce Website