2. Demographics
Female, 25-45 years old
Career-focused professional
Has Bachelor’s Degree or higher
Geographic Location: cities and suburbs
Target Market
Psychographics
Passion for environment
Willing to spend more on sustainable or
tech-fashion
Strong positive self-image
Enjoys work and the night life
Interests: Politics, books, fashion, music
3. Buying Habits: Angela does not have a lot of time so she finds herself popping her
head into shops between engagements. When she absolutely has to have something
for an event or a meeting, she will ask her favorite sales associates from her favorite
stores to pick out a selection for her. When she shops for clothes she tends to stay
classic or business casual. She always looks poised and posh while still commanding
respect in any room.
Lifestyle: She is always on the go, running from office to meeting. She is an excellent
networker, always meeting new people and making solid connections to use for later.
She meets with the girls almost every week for Sunday brunch so they can catch up
and gossip. She prefers bloody marys over mimosas and cannot resist the taco truck
outside her office. After a long day, she goes home to her grey cat, named Dante after
the famous Italian poet. She likes to keep busy and keep her mind active.
Personality: She is witty, smart and quick. She is quick to impress those who doubt her
with her extensive knowledge on any number of subjects. She is quite serious a good
portion of the time, but knows exactly when to insert a joke to lighten the mood or
make someone else feel better. She is kind in an unobvious way, careful not to coddle,
but still providing words of wisdom and hope to those who need it.
Leisure Time: In her spare time she likes to play tennis, go for long walks, watch movies
with her cat, Dante, and cook. She loves to go to gallery openings and the theater,
especially around Christmas so she can see A Christmas Carol. She is a fan of
escaping, occasionally disappearing to Thailand or Japan to relax and be closer to
mother nature.
Meet Angela!
4. Babau Bags:
Their positioning statement: “Bags with light inside”
Their strength is that they have also integrated LED light
inside their bags and they make their products out of
recycled material like rubber or PVC, foams, and seat
belts
Their weakness is that the product doesn’t look high
fashion and the light inside of their bags are also placed
too far up close to the opening which defeats the
purpose lighting the inside
They claim of “becoming the first brand to incorporate
light inside their bags.”
Lights turn on by pressing a button and fade out after 15
seconds
Optimal light time duration (with smart turn off timer)
and the usage of the batteries with a proven duration of
over two years.
Prices start at 80 Euro ($90) for a tote bag
Their products are handcrafted and sold in Barcelona,
through their website
Inlite Bags:
Their positioning statement: “Revolutionary LED Light
Up Design”
Their strength is that they have already come up
with this idea, two interior LED light strands are
installed in each side of the bag
Their weakness is that their products look cheaply
made, their items (handbags, clutches and
backpacks) are not attractive to the eye
The light strand inside their handbags is placed too
far up close to the zipper line defeating the purpose
of lighting the inside of the bag
Lights automatically turn off after 25 seconds of
clicking thebutton
Their clutch bags have been featured in Star
Magazine
Products only sold through their website
Made from faux leather, price starts at $59 (clutch
bags)
Ralph Lauren:
The Ricky Bag with Light
The strengths of this particular RL bag are all
on point when it comes to aesthetics. It is a
beautiful bag that not only looks very high
fashion but also has the technology that makes
it innovative. It has internal LED lights and a
phone charger.
The downside to this luxurious bag is the price,
$5,000
It is handcrafted in Italy from smooth, specially
selected calfskin
Interior lights are activated when front flap
closure is lifted
Interior is lined with Purple calfskin. Snapped
pocket at the back wall. Internal battery at the
front wall. Interior leather-covered button
displays the internal battery-power reserve
when pressed
The charger is compatible with all mobile
devices and a cord is included to charge the
bag’s internal battery
Competitors
5.
6. “The ultimate bag that will light up
your world!”
Positioning Statement
7. Our Technology
Each one of our bags has a built in LED light that
illuminates the inside of your purse, helping you find
your items quickly. The LED light is designed to turn
on when you open the bag. For times when it is not
convenient to have the light on, simply turn the LED
switch in the bag to “off.”
9. Fall 2017
Order by: 6/17
Delivery: 9/17
www.LedLux.com
1-800-378-8339
Style#: LX3001
100% Polyurethane
Size: Standard
Colors: Black, Python, Brown
Retail: $240.00
Style#: LX3002
100% Polyurethane
Size: Medium
Colors: Black, Python
Retail: $230.00
Style#: LX3003
100% Polyurethane
Size: Large
Colors: Black, Python
Retail: $260.00
Style#: LX3004
100% Polyurethane
Size: Small
Colors: Black, Brown
Retail: $195.00
Line Sheet
Style#: LX3005
100% Polyurethane
Size: Medium
Colors: Black, Python
Retail: $245.00
10. Hang Tags and Labels
Style #:
LX23930
Retail: $262.00
CARE INSTRUCTIONS
This handbag is
constructed with
Polyurethane. In order
to retain its appearance,
we recommend that you
use this item gently and
avoid contact with
water. if it should get
wet, let dry and rub
gently with a soft,
neutral colored cloth.
When not in use, place
bag in the protective
dust bag received with
purchase.
One Size
Made in USA
100%
Polyurethane
Style #:
LX23930
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Order Status
Shipping Information
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Repair Services
Product Care
Gift Cards
Gift Services
ABOUT US
Led Lux Story
Careers
Investor Relations
Corporate Governance
Led Lux Foundation
FOLLOW US ON
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Email Address*
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SUBMIT
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DESCRIPTION
Elegantly simple and endlessly useful, our Snakeskin Tote is finished with a
secure zip top, LED lighting, and pockets inside, it is an ultra-functional yet
streamlined silhouette that looks great with everything, from tailored workday
outfits to casual weekend looks.
DETAILS
● 100% Polyurethane
● Inside zip and multifunction pockets
● Zip-top closure, fabric lining
● Handles with 9 3/4" drop
● 12 1/2" (L) x 18” (H) x 18" (W)
Faux SnakeSkin
Style: LX3003
Price $262
Colors: Black, Brown
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Corporate Responsibility & Care
Led Lux products have a lifetime
warranty; we stand behind the
quality and craftsmanship of our
products. If there is a defect in the
materials, technology or workmanship
we will repair the bag at our
discretion.
We are a business with ethics and
integrity who focuses on giving back
to the community. For every bag you
buy, ten percent will be donated to
The Children's Hospital of Oakland.
About Us
Company Founders
As entrepreneurs and designers, Sandra
Quintana, Eman Yasin and Stephanie Schmid,t
started their handbag business in San Francisco,
California with five products and one big
dream. That dream was to inspire women to
transform their lives, and in doing so, help other
women achieve success and obtain timeless chic
handbags for their everyday yet glamorous
lives.
Mission Statement
Our mission is to connect to
young, fashion conscious
individuals through meaningful
products that not only
exemplifies their lifestyles, but
enhances and brightens the
ability to live it.
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15. Shipping & Packaging
Our handbags are placed inside a dust bag with our
logo embroidered on it, then placed in a box with
our company name on it that has a ribbon closure,
and then we ship our product in a simple cardboard
box that is wrapped with recycled, brown shipping
paper and tied with a hemp cord.
23. Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $11.60/yard
Fabric Width: 62 inches
Color Names: Black, Python
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
Vendor: Fabric.com
1-888-455-2940
Trim: Zipper
Trim Content: 100% Polyester
Gold Zipper
Trim Price: $0.50/each
Color Names: Gold
Minimum Order: 100
Trim Care: Machine Wash Cold,
Drip Dry
Vendor: Fabric.com
1-888-455-2940
Trim: Metal Feet
Trim Content: Brass
Trim Price: $0.59/each
Color Names: Gold
Minimum Order: 20
Trim Care: None
Fabric & Trim Sheet
24. Fabric & Trim Sheet
Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $10.50/yard
Fabric Width: 62 inches
Color Names: Black, Brown
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
Vendor: Fabric.com
1-888-455-2940
Trim: Metal Feet
Trim Content: Brass
Trim Price: $0.59/each
Color Names: Gold
Minimum Order: 20
Trim Care: None
Vendor: Fabric.com
1-888-455-2940
Trim: Zipper
Trim Content: 100% Polyester
Gold Zipper
Trim Price: $0.50/each
Color Names: Gold
Minimum Order: 100
Trim Care: Machine Wash Cold,
Drip Dry
25. Vendor: Fabric.com
1-888-455-2940
Trim: Metal Feet
Trim Content: Brass
Trim Price: $0.59/each
Color Names: Gold
Minimum Order: 20
Trim Care: None
Fabric & Trim Sheet
Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $10.50/yard
Fabric Width: 62 inches
Color Names: Black, Brown
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
Vendor: Fabric.com
1-888-455-2940
Trim: Zipper
Trim Content: 100% Polyester
Gold Zipper
Trim Price: $0.50/each
Color Names: Gold
Minimum Order: 100
Trim Care: Machine Wash Cold,
Drip Dry
26. Vendor: Fabric.com
1-888-455-2940
Trim: Metal Feet
Trim Content: Brass
Trim Price: $0.59/each
Color Names: Gold
Minimum Order: 20
Trim Care: None
Fabric & Trim Sheet
Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $11.60/yard
Fabric Width: 62 inches
Color Names: Black, Python
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $10.50/yard
Fabric Width: 62 inches
Color Names: Black, Brown
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
27. Vendor: Fabric.com
1-888-455-2940
Trim: Metal Feet
Trim Content: Brass
Trim Price: $0.59/each
Color Names: Gold
Minimum Order: 20
Trim Care: None
Fabric & Trim Sheet
Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $11.60/yard
Fabric Width: 62 inches
Color Names: Black, Python
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
Vendor: Fabric.com
1-888-455-2940
Fabric Name: Faux Leather
Fiber Content: 100% Polyurethane
Fabric Price: $10.50/yard
Fabric Width: 62 inches
Color Names: Black, Brown
Minimum Order: None
Fabric Care: Do not get wet, if there
something should spill use a
natural cloth to blot gently.
28. Product Style # Color Available Sizes Total QTY COGS Total Retail Value
LX3001 BLK
BRN
OS 200
125
$14,312
$8,945
$43,000
$26,875
LX3002 BLK
BRN
OS 200
125
$12,312
$7,695
$46,000
$28,750
LX3003 BLK
BRN
OS 300
150
$21,468
$10,734
$78,000
$39,000
LX3004 BLK
BRN
OS 150
100
$7,359
$4,906
$29,250
$19,500
LX3005 BLK
BRN
OS 90
50
$4,842
$2,690
$22,050
$12,250
$82,951 $315,925
Merchandising Sales Plan
