Post on 11-Feb-2017
Our StoryYour child may love to explore, wander in
curiosity and investigate new places. But, often times they find themselves completely unaware of where they are or that they have lost their guardian. We support the fearless kids who love an adventure and want to assist them on their journey!
We at STAY2GETHER understand that technology is becoming prominent in every millennials daily life. We have found a way to utilize the benefits of technology which we will incorporate into a stylish children’s clothing line.
Meet The DESIGNERS
Mission STAY2GETHER strives to provide a more efficient way
for parents and children to always be connected, ensuring
their safety and protection.
Brand ImageA clothing company which provides safety for families at the
soonest convenience. Our goal is to keep families together, while providing a stylish clothing line every season.
STAY2GETHER will provide basics, for everyday use, and fashion pieces.
We will remain relevant to consumers by continuously updating our app with technology changes.
Brand AssociationsCore Brand Associations
● Children’s Clothing○ Basic and trendy clothes for boys and girls
● Safety○ Helps keep families together and safe
● Tracking Device● Parents with Children
Secondary Brand Associations
● Tech Savvy○ Parents who are capable of using technology
● App○ The line is associated with an app
Target MarketChildren between the ages of 3-11 years old
Millennial Moms
Married or Single
$75,000- $150,000 Income
College Educated
Tech Savvy
Live in Metropolitan Areas
Upper Middle Class
Consumer Demographics81.7M
HOUSEHOLDS
35M
WITH CHILDREN
28% of the families have children under 18 years
old.
31% of mothers tend to shop at department
stores, like Macy’s, Nordstrom, and Bloomingdales.
In the next 15 years the number of children in the
US is expected to grow 8%
MILLENIAL MOM’S
CHECK SOCIAL MEDIA
49% ONCE PER DAY
14% 3-4 PER WEEK
14% 1-3 PER WEEK
Parents gift fitness tech to their children: the product promotes healthy behavior and also can allow parents
to potentially track where their child is located.
Courtesy of: EMarketer. (2015, October). Parents Who Use Technology. Retrieved February 2016, from..eMarketer:..http://totalaccess.emarketer.com/Chart.aspx?R=185051&dsNav=Ntk:basic%7cparents%7c1%7c,Ro:1,Nr:NOT(Type%3aComparative+Estimate)Courtesy of: Mintel Academic. (2015, February). Theme Parks - US - May 2015. Retrieved February 5, 2016, from http://academic.mintel.com/display/737948/?highlightCourtesy of: Academic Mintel . (2015). Academic Mintel. Retrieved February 2016, 2016, from Parents more likely to gift: http://academic.mintel.com/display/757621/?highlight#hit1
(Bonetto. 2016)
(Bonetto. 2016)
(eMarketer, 2015)
(Academic Mintel , 2015)
(Academic Mintel , 2015)
(Academic Mintel , 2015)
Consumer Demographics
Courtesy of: EMarketer. (2015, October). Parents Who Use Technology. Retrieved February 2016, from..eMarketer:..http://totalaccess.emarketer.com/Chart.aspx?R=185051&dsNav=Ntk:basic%7cparents%7c1%7c,Ro:1,Nr:NOT(Type%3aComparative+Estimate)
Consumer Psychographics
Courtesy of: O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http://academic.mintel.com/display/680686/
Consumer Psychographics
Courtesy of: O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http://academic.mintel.com/display/680686/
Consumer Psychographics
Courtesy of: O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http://academic.mintel.com/display/680686/
Consumer Psychographics
Courtesy of: O'Donnell, F. (2014, April). Kids as Influencers - US. Retrieved February 05, 2016, from http://academic.mintel.com/display/680686/
Company Goals1, 3, and 5 years…
1 YEAR
Enter into swimwear market
Sell our merchandise in 10 museums and amusement parks throughout the United States
5 YEARS
Give 15% of our profit to Ethiopia, Chad and Eritrea to help save starving children
Initiative where for every shirt that is purchased one shirt is donated
Enter new marketsEuropean, Asian, Canadian, Australian
Lower the price of merchandiseX
3 YEARS
Licensed merchandise to Mattel, Sanrio, Disney, Universal and Nickelodeon
Collaboration with Nike will feature updated device which tracks health and fitness in children's work out wear
STEEP Social:
● Legalization of same sex marriage● Rise of social media● Rise of social networks - Facebook,
Twitter, & Pinterest● Increase in childhood obesity● Increase in school shootings
Economical:
● The unemployment rate is decreasing
● Retail sales have been rising● Lower oil prices● Investors expect many years of
extreme economic weakness
Technological:
● Growth of wearable technology
● Technology hackers
● Increase in app usage
Environmental:
● Demand for cotton fiber is
decreasing
Political:● Increase of Syrian refugees● The conflict between the US and
terrorists
SWOT AnalysisStrengths:
● Completely new product - Nothing like it on the market
● Expected to reach a large group of people● Combines the growing use of technology
with keeping your child safe● Endless opportunities of expansion
Weaknesses:
● People may not trust our tracking system
Opportunities:
● Apps and technology have become a
lifestyle trend
● Encourages children to go out and play
without the parents having to worry
Threats:
● Tracking device could possibly be hacked
● Competitors renewing and reinventing
their products
Sourcing Strategy● Outsource manufacturing to Ethiopia
○ Inexpensive and Plentiful Labor
○ Free trade agreement with the US
○ Grow their own cotton
○ Top sourcing destination for Calvin Klein,
Tommy Hilfiger, and H&M
● Purchase fabrics from the MAA Garment & Textile
Factory in Ethiopia
Marketing InitiativesE-book: Children get lost and they are found by their
guardian’s. The STAY2GETHER motto is repeated by both
people, “Find each other, stay together!”
Flash Mob: A fun flash mob takes place in Grand Central
where duo’s (parent/child) get separated and quickly find
each other wearing STAY2GETHER clothing and using the
STAY2GETHER app.
Launch Party at a Museum or Amusement park
The Tracking Device● Mini GPS tracking device inserted
into the seam of the clothing
● Shenzhen Kingsmart Technology
Co. LTD
● Made in China
● $1.99
Technology DetailsThe buyer scans tracker upon purchasing the item
The first person to connect with the device is the controller
Controller must approve all other connections
It is possible to connect with as many trackers as you would like
In the app there is a map which shows the precise location of your child at all times
The App
STAY CONNECTED
Through the STAY2GETHER app, parents can stay
connected with their children throughout the day,
right from their own mobile device. Whether it’s
checking to see that your child has made it home
safely from school or making sure they’re still in the
neighborhood playing with their friends. The
STAY2GETHER app delivers the connection and
peace of mind that every parent craves.
Girls Assortment
G1007COTTANKMade of stretch cotton jersey (97% cotton, 3% lycra). $30
G2007COTTEE-SHIRTMade of cotton jersey knit (100% cotton).$33
G4017COTLEGGINGMade of rayon lycra jersey (92% rayon, 8% lycra). $41
G2017COTBLOUSEMade of a stretch polyester chiffon (97% polyester, 3% elastane). $45
G4027COTCAPRIThe pants will be made of a stretch cotton canvas (92% cotton, 8% lycra). $49
Girls Assortment
G4037COTSHORTMade of a stretch cotton canvas (92% cotton, 8% lycra). $38
G3017CHISKIRTMade of polyester chiffon (97% polyester, 3% elastane) with a polyester tricot (100% polyester) lining.$48
G5017COTROMPERMade of cotton polyester jersey (60% cotton, 40% polyester).$40
G5027COTDRESSMade of cotton polyester jersey (60% cotton, 40% polyester. $49
G6017COTSLEEVELESS HOODIEMade in stretch polyester fleece (97% polyester, 3% elastane). $48
G6027SATBOMBER JACKETThe bomber jacket will be made in stretch cotton sateen (97% cotton, 3% elastane).$81
Boys Assortment
B2007COTTEE-SHIRTMade in cotton jersey knit (100% cotton)$33
B4017COTPANTMade of a stretch cotton canvas (92% cotton, 8% lycra).$49
B4027COTSHORTMade in stretch cotton canvas (92% cotton, 8% lycra).$43
B2037COTLONG SLEEVE SHIRTMade in cotton jersey knit (100% cotton) $43
B2047COTWALLACE BEERY SHIRT Made in cotton polyester jersey (60% cotton, 40% polyester) with button placket.$38
Boys Assortment
B2057COTSLEEVELESS TEEMade in cotton jersey knit (100% cotton). $35
B4047COTDROP CROTCH JOGGERMade in a stretch polyester fleece (97% polyester, 3% elastane).$53
B2057COTLONG SLEEVED BUTTON FRONTMade in cotton polyester chambray (57% polyester, 40% cotton, 3% spandex).$49
B2067COTSLEEVELESS BUTTON FRONTMade in cotton polyester chambray (57% polyester, 40% cotton, 3% spandex). $47
B6027SATBOMBER JACKETMade in stretch cotton sateen (97% cotton, 3% elastane).$81
ConclusionSTAY2GETHER will become a household name. There are endless uses for the product and studies show that the demand will only increase in the future. By combining technology and fashion we ensure that your child will be safe and stylish.