DESIGN AND IMPLEMENTATION OF A FASHION BROCHURE SYSTEM.docx
Pockettach
1. Lucy Lei, Jay Zhang, Jasmine Zhao
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
2. Problem
DataDiagnose Alternatives Evaluation
Tight jeans are the
current trend to
maintain an hourglass
figure. With the way
that jeans are shaped,
there is no room for
pockets. Dresses, skirts,
and yoga pants are also
an issue.
According our survey
completed by a sample
size of 152 women ages
18-22, 84% of the group
want the convenience
of having a pocket
while in such clothings.
Alternatives to skinny
jeans are not trendy. No
alternatives to dresses
and yoga pants. Market
is still unsaturated and
considered undesirable.
80% of the women that
have participated in our
survey said that they
would most definitely
wear a trendy,
detachable pouch
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
3. Project Features
Versatility
Pockettach can be attached and
removed with ease. Customizable.
Fashionable
This pocket-pouch accessory has many
designs for any occasion, which creates a
trendy look
Fun Alternative
A different accessory for women who
want to avoid lugging around a purse
Comfort
Pockettach is made with the finest linen
in the world
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
4. SWOT Analysis
Strengths
-Solves a prominent
problem for women
-Creates a trend
-We stand as an unique
alternative to purses and
fanny packs
Opportunities
-New Market for trendy
high school and college
students
-The market for
accessories is growing
esp with the millennials
Weaknesses
-No reputation yet; we
have not established
ourselves as a reputable
brand
-Must be a trend to gain
popularity
Threats
-Pre-existing competitors
-Lack of exposure
-May not be the next
trend
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
5. Market Analysis
Target
Large Market Low Barriers
Attractive
Market
Manufacture industry: Easy
Entry
Barriers to Entry
- Large group of users of
skinny jeans
- Strong demand
- Not intense competition
Market Attractiveness
Female age at 16-22
Start at Berkeley campus
Target
6.42 M
Female Population *Age 16-22)
*regular users*potential demand
Market Size
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
6. Market Size- Calculation
According to Demography Report of
U.S.A. in 2016:
Female age from 16-22:
Female Population (163M) *12.2%
(Age 16-22)
= 19.8 M
9. FinancesSteps Infographic
10%
15%
30%
Market
Research
Research on further places to
expand.
Social Media
Ambassadors for the
Pockettach product,
promotion on social media.
Marketing at
Berkeley
Promotions, awareness, and
product testing at UC
Berkeley.
Title
Goes
Here
Production
Costs
Major factor of costs come
from here.
45%
$1000
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
10. Competitor Analysis
The Porta-Pocket
Based in the United
States as a product that
can be attached to ‘any
part of the body” and is
primarily designed for
security when traveling,
safe storage for personal
items, and use for during
exercise.
However, the Porta-
Pocket design is
incredibly simple and
unappealing for both the
purpose and audience
that we are directing the
Pockettach towards.
Porco-Rosso Luxury Bag
Company orginates in
Japan and makes high end
luxury products made of
leather. Bag is desgned to
store small items such as
keys, phones, and other
necessities.
However, they do not target
the young and price
conscious audience that we
are intending the
Pockettach for.
Sales are considerably low.
Interest in product exists,
but prices are a turn-off.
$155$25
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
12. Marketing & Promotion
Digital Marketing:
● Social Media Platforms
- Instagram
- Snapchat
- Facebook & Twitter
● Lead a trend
- Social Media
Campaign
- #Pocketime
- Way of fashion
Traditional Marketing
● Magazine
● Newspaper
● Flyers
PromotionCompetitionFinanceAnalysis AppendixProblemIntroduction
