Modern Chic

Celia Damminger, Erin Fagan, Riley McLennan, Rawan Osman, Nicolette Porcaro

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2 x 2 Matrix

La Guardia

Market Analysis

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$51.89B

Global handbag market size in 2020

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(Handbags Worldwide 2020)

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41.7%

Tote bag share of the global revenue as of 2018

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The price range of a new wanted handbags

The high demand of handbags during and after the pandemic

Handbags Market globally

U.S. handbags market size, by product, 2015-2025 (USD Billion)

Based on the fall runways, the season's fashion palette is painted in essential neutrals, soft pinks, and gradients of gray, as well as the tried-and-true: head-to-toe black. Wearable and chic, these colors are set to dominate the spectrum come this fall. Now is the perfect time to take inspiration and update your wardrobe with the classic pieces we've curated ahead.

Inspiration

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Ageless Style

• Chain
• Shape
• Square
• Rectangle
• Boxy
• Size
• Medium to large

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• Neutral colors
• Tan
• Black
• White
• Soft pink
• Green
• Brown

The Ladylike Handbag

Bowler Bag

North-South Tote

Competitive Analysis

Modern Chic… Handbags for the new

age business woman. Staple colors for a trendsetting feminine style. A confident walk to work with your feel good statement handbag that allows you to stop and smell the roses. Enjoy every moment because every second counts.

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Average Age: 37-40 years old

Average Income: $94,282

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Santa Clarita, California

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Product Board

Latte

Nightlife

Belair

Melrose

Valley

Color Palette

Calla Lily

UVC Light

Collection Overview

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Product Branding

Retail Strategy

“Modern Chic” provides a quality, yet affordable handbag that is priced to help our customer sustain an image in a financially responsible way

Website

Magazine Ad

Store Signage

Marketing Campaign

Instagram

Launch Party

We hope we have inspired you to stop and smell the roses

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Thank You!

Appendix...

Justifications

Prints:

Solids 70%

Crocodile 10%

Snakeskin 10%

Cheetah 10%

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We chose our solid colors to help solidify the style of the classic handbag. The prints we chose coincide with our color palette and add a little bit of personality to the bags.

Fabrics:

Leather 38%

Nylon 20%

Polyester (lining): 42%

We chose a leather fabric for the outside of the bags because it is sturdy and long-lasting in all weather types. Leather is also very easy to clean, requiring only a light dusting a few times a year. We chose a nylon fabric for the tote bags because it is durable and can withstand rain and sunshine without fading. Nylon has excellent strength and abrasion resistance. We chose polyester lining because it is a hydrophobic fabric made to resist spills. Polyester is also great to withstand wear and tear.

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Sizes:

Medium 43%

Large 57%

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Businesswomen need bags that carry all of their essential items. From laptops to extra lipstick, a medium or large bag would be best suited for all of these items. A medium-sized bag would benefit women that carry a notebook, pens, and a granola bar. A larger-sized bag would benefit women that are looking to carry their computer, files, and water bottle. Any businesswoman would find medium and large handbags an asset.

Justifications

Trims/Embellishments:

Magnets 25%

Luggage Tag 20%

Chains 35%

Feet 5%

UVC Light 15%

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We chose to have chains on our bags to act as a strap. The chain strap would work best on the bowler and ladylike bags. The feet are being added to the bottom of every bag. This will protect the base from getting ruined. Including the feet will also add an extra level of detailing to enhance the quality of the bags. Magnets will be another design element for easy access into the bag for our working woman. Some of our bags will be accented with a luggage tag for detailing. We also included a UV Light Sanitation pocket for germ safety.

Colors:

Latte 20%

Nightlife 20%

Melrose 10%

Valley 10%

Belair 20%

Calla Lily 20%

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We chose the neutral color scheme to display the clean, classic lifestyle of the working woman. The subtle colors represent the relaxed routine our consumer strives for everyday.