Androgyny final 2013 berkeley

A community-focused apparel brand offering premium button up shirts made to fit the style and identity
of the androgynous woman.

FINAL PRESENTATION
SPRING 2013

Total Customer Interviews: 125

It began with a big idea…

Too Feminine Too Big

4/3/2013 2

And a group of intrepid Haas MBAs

Melissa Millan Gloria Chu Abby Feuer Andrea Schalka
BACKGROUNDS

4/3/2013 3

Our journey started with 4 big
hypotheses

A gay brand! All channels! USA is best! No clue!

4/3/2013 4

…and a busy canvas
Key Partners Key Activities Value Proposition Customer Customer Segments
o Wholesale accounts o Manufacturing o Seeking an off-the-
Relationships o Primary target - gay
o Logistics partner o Brand building & mktg rack button-up shirt o GET – SEO, women (working
o Manufacturing & o Innovative design that is less form-fitting blogs/social media professionals, 25-50
production partners o Customer but not oversized, channels, influencers yrs old, urban,
engagement/custome expresses LGBT o KEEP – newsletters, >$75K)
r service identity, isn’t overly consistent new o Secondary target 1 -
feminine products, community professional women
(androgynous style) building, customer (straight, urban, 25-
o Seeking an off-the- service 35 yrs old, style
rack button-up shirt o GROW – referrals conscious, >$75K
that isn’t stuffy or o Secondary target 2 -
boring and is unique older women
Key Resources o Seeking an off-the- Channels (straight, urban, 35-
rack button-up shirt 60 yrs old
o Financial capital that is comfortable, o Androgyny e-
o Androgyny brand but not frumpy commerce site
o People in design, o Made in USA? o E-marketplaces (Fab)
merchandising, mktg, o Brand identity o Boutiques in key
supply chain, cities
customer loyalty, o Department stores
engineering o “Pop-up” shops
o Mfg. partner, sourcing o Long-term potential:
supplier, logistics possibly B&M
system, web o Craft fairs
infrastructure (Renegade)
Cost Structure Revenue Streams
o Fabric & trims o Off-the-rack inventory sales
o Manufacturing o Semi-customization - style, sizing, or event-based
o Distribution & shipping costs o Wholesale business
o Return allowances & inventory reserves o Designer collaborations / limited editions
o Sales & marketing o Future streams – product category expansion (e.g., accessories)
o Team

4/3/2013 5

We got out of the building & into the
mall
Asking women about their shopping behavior = SOLICITING…

Security guards will get annoyed and call the police if you disobey
them and return to the mall twice…

Never give up!
Go to the management office to ask permission to solicit… (Take
that, security guards!)

Customer discovery forever!

4/3/2013 6

And spoke to MANY women
We developed a feel for gay & straight women’s relationship
with clothing and the button-up shirt.

o Women associate button-up shirts with terms
like “professional” and “necessary”
o Fit is less of a concern than anticipated due to
tons of clothing options
o Women strongly prefer to try on clothes before
they buy them
o People like Melissa’s shirts because of their
style details, not just the fit

4/3/2013 7

We thought we could go bigger


An everyone
brand!

4/3/2013 8

And coined a new tagline

“Bringing back the button up shirt.”

DISSATISFIED CURRENT BUTTON-UP WEARERS

We thought that we could go broader and that the divide was
perception.

4/3/2013 9

We wanted to reach all women
Androgynous style
Androgynous
o Logistics partner o Brand building & mktg o rack button-up shirt
Enabling self- o GET – SEO, women, own and
women (working
o Manufacturing & o Innovative design expression through
that is less form-fitting blogs/social media wear button-up
professionals, 25-50
production partners o Customer fit not oversized,
butand innovative channels, influencers shirts, urban,
yrs old, but
engagement/custome style
expresses LGBT o KEEP – newsletters, dissatisfied (HH
>$75K)
r service o identity, isn’t overly
Primary option: The consistent new o Secondary target 1 -
income $150K+,
perfect
feminineshirt products, community urban, 25-50, style
professional women
because it’s
(androgynous style) building, customer conscious)
(straight, urban, 25-
o Seeking an off-the-
customized to what service o 35 yrs old, women,
Feminine style
you button-up shirt
rack want. o GROW – referrals own and wear
conscious, >$75K
o that isn’t stuffy or
Alternative option: o Secondary shirts,2 -
button-up target
The shirt that
boring and is unique but dissatisfied
older women
Key Resources o Seeking an you
expresses off-the- Channels ($75K+, urban, 35-
(straight,urban, 25-
through fit and style
rack button-up shirt 50, fashion/style
60 yrs old
o Financial capital o that is comfortable,
Reinvention of the o Androgyny e- conscious
o Androgyny brand button up shirt
but not frumpy commerce site
o People in design, o Made in USA? o Boutiques in key
merchandising, mktg, o Brand identity cities
supply chain, o “Pop-up” shops
customer loyalty, o E-marketplaces (Fab)
engineering o Department stores
o Team

4/3/2013 10

But when we dug deeper…
We realized the difference was gay versus straight
women…

6
Avg. # of buttons ups
vs. 2
Avg. # of buttons ups
purchased by gay women purchased by straight
per year women per year

4/3/2013 11

So the pendulum swung back


An everyone
brand!

No, a GAY
brand!

4/3/2013 12

And we returned to the gay market
o Wholesale accounts o Manufacturing o Androgynous style
Relationships o Androgynous women,
Androgynous GAY
o Logistics partner o Brand building & mktg o Enabling self- o GET – SEO, own and own and
women, wear button-
o Manufacturing & o Innovative design expression through fit blogs/social media up shirts, but
wear button-up
production partners o Customer and innovative style channels, influencers dissatisfied (HH
shirts, but
o Showroom store engagement/custome o Primary option: The o KEEP – newsletters, income $150K+,
dissatisfied (HH
partners r service perfect shirt because consistent new urban, 25-50, style
income $150K+,
it’s customized to products, community conscious)
urban, 25-50, style
what you want. building, customer o Feminine women,
conscious)
o Alternative option: service o own and wear button-
Lipstick lesbians
The shirt that o GROW – referrals up shirts, but
((HH income
expresses you dissatisfied ($75K+,
$150K+, urban, 25-
through fit and style urban, 25-50,
50, style conscious)
Key Resources o Reinvention of the Channels fashion/style
button up shirt conscious
o Financial capital o Made in USA? o Androgyny e-
o Androgyny brand o Brand identity commerce site
o People in design, o Boutiques in key
merchandising, mktg, cities
customer loyalty, o Direct sales
engineering o Showrooms in
o Mfg. partner, sourcing existing stores
supplier, logistics
system, web
infrastructure
o Direct sales team
o Team

4/3/2013 13

We decided we’d rather be a big
fish
…in a small pond
than a small fish in a big pond.

We would lose differentiation with expansion, WOM in the
niche community would spreads more quickly, and we had
started gaining traction…

4/3/2013 14

Plus, the pond is a pretty good size
Gay Women
MARKET
TARGET

with HH Income Average Women’s Tops
Expenditure (includes t-
>$150K:
450,000
x shirts, dress shirts and
sweaters):
$425/year

Gay Women Only:
SAM

5.4 million $191 million
Market

Women in the US We need 7.85% of this
TAM

Ages 25-59: market to hit our $15
75.2 million million/year revenue
goal

4/3/2013 15

We thought about our channels


An everyone Some
brand! channels!

No, a GAY
brand!

4/3/2013 16

And through a slew of interviews
E-COMMERCE DIRECT

WHOLESALE

ELEMENTS ORANGE LUSH

DIRECT/MULTI-LEVEL SALES

POP-UP/SHOWROOM

4/3/2013 17

We realized less is more
DISTRIBUTION CHANNELS – PRE-INTERVIEWS

Online
E-Commerce
Store
X
Wholesale
(Online/
Physical)
Needs scale;
X
Direct/
Multi-level
Sales
Don’t pursue;
Marketing Channels in
Pop-up
Shops
Showrooms

Use as
Existing
Storefronts

prohibitive target market marketing
margins to too small channels to
resellers drive online
sales

DISTRIBUTION CHANNELS – POST-INTERVIEWS

o Highest margins; no channel cut
o High value to customer (convenience)
Online o Allows for direct engagement between customers and company
E-Commerce o But high marketing costs (CAC = $25+)
Store o And marketing channels should be used for try-on opportunities

4/3/2013 18

Which had an impact across our
canvas
Relationships
o Androgynous GAY
o Logistics partner o Brand building & mktg o Enabling self- o GET – SEO, women, own and
o Manufacturing & o Innovative design expression through fit blogs/social media wear button-up shirts,
production partners o Customer and innovative style channels, influencers, but dissatisfied (HH
o Showroom store engagement/custome o Primary option: The pop-up shops & income $150K+,
partners r service perfect shirt because event-based mktg urban, 25-50, style
o Nonprofit it’s customized to o KEEP – newsletters, conscious)
organizations what you want. consistent new o Lipstick lesbians ((HH
o Alternative option: products, community income $150K+,
The shirt that building, customer urban, 25-50, style
expresses you service conscious)
through fit and style o GROW – referrals
Key Resources o Made in USA? Channels
o Brand identity
o Financial capital o Androgyny e-
o Androgyny brand commerce site
supplier, logistics
system, web
infrastructure
o Direct sales team
o Team

4/3/2013 19

One channel to rule them all!


An everyone Some
brand! channels!

No, a GAY Wait, ONE
brand! channel!

4/3/2013 20

Next, we turned to manufacturing


An everyone Some Manufacture
brand! channels! abroad!

No, a GAY Wait, ONE
brand! channel!

4/3/2013 21

We talked to some experts
UNDERSTANDING OVERSEAS UNDERSTANDING CUSTOM
MANUFACTURING MANUFACTURING

Masterpiece Thailand

4/3/2013 22

All agreed that Asia isn’t our
answer
1 SCALE: Per style minimums don’t fit with the business model of limited editions

2 COST: Smaller production runs not much cheaper [$51.88 (USA) vs. $45.81
(Thailand)]

3 CHALLENGES OF OFFSHORE MANUFACTURING:
Need for sourcing agent ($$) Costs of shipping and duties

Language barriers Import quotas

Time zone differences and distance Extended lead times

WE HAVE OTHER OPTIONS!
Decreasing manufacturing costs in SF via lower cost fabrics and
trims

4/3/2013 23

So we returned to the USA


An everyone Some Manufacture
brand! channels! abroad!

No, a GAY Wait, ONE
USA, USA!
brand! channel!

4/3/2013 24

And adjusted our canvas
o Logistics partner o Building/managing o Androgynous style
Relationships
o Androgynous GAY
o Manufacturing & relationships with o Enabling self- o GET – SEO, women, own and
production partners manufacturers and expression through fit blogs/social media wear button-up shirts,
o Nonprofit suppliers, and innovative style channels, influencers, but dissatisfied (HH
organizations developing designs o Primary option: The pop-up shops & income $150K+,
and tech specs, perfect shirt because event-based mktg urban, 25-50, style
negotiating price it’s customized to o KEEP – newsletters, conscious)
o Brand building & mktg what you want. consistent new o Lipstick lesbians ((HH
o Innovative design o Alternative option: products, community income $150K+,
o Customer The shirt that building, customer urban, 25-50, style
engagement/custome expresses you service conscious)
r service through fit and style o GROW – referrals
Key Resources o Made in USA
o Brand identity
o Financial capital
o Androgyny brand
o People in design,
merchandising, mktg,
supply chain,
customer loyalty,
engineering Channels
o Mfg. partner, sourcing
supplier, logistics o Androgyny e-
system, web commerce site
infrastructure
o Distribution & shipping costs o Designer collaborations / limited editions
o Return allowances & inventory reserves o Future streams – product category expansion (e.g., accessories)
o Sales & marketing o Monogramming
o Team

4/3/2013 25

We circled back to our customer


An everyone Some Manufacture Content
brand! channels! abroad! marketing?!

No, a GAY Wait, ONE
USA, USA!
brand! channel!

4/3/2013 26

We realized content marketing =
key
Androgyny is not just about shirts. It’s about a personal story that
ties into a community. Content marketing is a proven way to
“GET” to this community.

1 2
Fashion Blog for the LGBT Community General Interest Community Weblog

446 Random Request: “Everything I find is either too femme
page views or made for men. Am I looking in the wrong places?”
User 1 Response: “Androgyny is one and they have a
beautiful checked shirt.”
96%
User 2 Response: “I took one look at that website and
click through
emitted a sort of dying whale noise of desire. So pretty.”

1%
conversion to
CAC = $10 328 visits to Androgyny website in 2 days
purchase

4/3/2013 27

Despite its challenges
OUR FIRST ATTEMPT AT CONTENT MARKETING

o Posted on messages on 14 blogs and forums

o Challenges
– Older posts = very little traffic
– Blogs and forums are managed by moderators; weeks after posting,
some messages still haven’t shown up

o Key lesson
– Content marketing must be actively managed on a weekly or even
day-to-day basis to be relevant

4/3/2013 28

And the story is important to our
target
Relationships
o Androgynous GAY
o Manufacturing & relationships with o A community- o GET – SEO, women, own and
production partners manufacturers and focused brand blogs/social media wear button-up shirts,
o Nonprofit suppliers, developing developed channels, influencers, but dissatisfied (HH
organizations designs and tech especially for the pop-up shops & income $150K+,
specs, negotiating androgynous event-based mktg, urban, 25-50, style
price woman who prefers content marketing conscious)
o Brand building & mktg more masculine o KEEP – newsletters, o Lipstick lesbians ((HH
o Innovative design style with a relaxed consistent new income $150K+,
o Customer women's fit. products, community urban, 25-50, style
engagement/custome o A community- building, customer conscious)
r service focused brand service, social
offering a relaxed fit component
Key Resources
shirt that you'll be o GROW – referrals,
o Financial capital stealing from your cross-selling &
o Androgyny brand partner. upselling
o People in design, o Enabling self-
merchandising, mktg, expression through fit
supply chain, and innovative style
customer loyalty, o Made in USA
engineering o Brand identity Channels
infrastructure
o Manufacturing o Designer collaborations / limited editions
o Distribution & shipping costs o Future streams – product category expansion (e.g., accessories)
o Return allowances & inventory reserves o Monogramming
o Sales & marketing
o Team

4/3/2013 29

After a tumultuous journey


An everyone Some Manufacture Content
brand! channels! abroad! marketing?!

No, a GAY Wait, ONE Content
USA, USA!
brand! channel! marketing!

4/3/2013 30

Here’s where we are today
Relationships
o Androgynous GAY
o Manufacturing & relationships with o A community-focused o GET – SEO, women, own and
production partners manufacturers and brand developed blogs/social media wear button-up shirts,
o Nonprofit suppliers, developing especially for the channels, influencers, but dissatisfied (HH
organizations designs and tech androgynous woman pop-up shops & income $150K+,
o Other emerging gay specs, negotiating who prefers more event-based mktg, urban, 25-50, style
fashion brands price masculine style with a content marketing conscious)
o Brand building & mktg relaxed women's fit. o KEEP – newsletters, o Lipstick lesbians ((HH
o Innovative design o A community-focused consistent new income $150K+,
o Customer brand offering a products, community urban, 25-50, style
engagement/custome relaxed fit shirt that building, customer conscious)
r service you'll be stealing from service, social
your partner. component
Key Resources
o Enabling self- o GROW – referrals,
o Financial capital expression through fit cross-selling &
o Androgyny brand and innovative style upselling
o People in design, o Made in USA
merchandising, mktg, o Brand identity
supply chain,
customer loyalty,
infrastructure
o Sales & marketing
o Team

4/3/2013 31

All along, we validated our VP
PUPILS DILATING AT LGBT COMMUNITY EVENTS

AND HAPPY CUSTOMER TESTIMONIALS

“The "boob" button is one of “I will buy each model
my favorite features.” when she has them in my
size.”

“I have been waiting so
long for someone like you to “Love the fit and quality!!
make clothes I love and feel Thank you Androgyny!!!”
comfortable in.”

4/3/2013 32

And learned some important
lessons
ANDROGYNY-RELATED BUSINESS LESSONS

o To gay women, button-ups = essential
1

o Overseas manufacturing requires scale
2

o A personal story differentiates
3

PERSONAL LIFE LESSONS

o It’s okay to pivot… and it’s okay to pivot back
1

o A conversation is worth a thousand research reports
2

o Be grateful that you don’t solicit people for a living
3

4/3/2013 33

That we’ll carry into the months to
come

2Q13 3Q13 4Q13 1Q14 2Q14 3Q14 4Q14 1Q15
FINANCING

Angel Round Achieve
$650K Breakeven

PRODUCTIO
N
Run # 3 Run # 4 Run # 5 Run # 5
1,250 3,000 6,000 15,000
shirts shirts shirts shirts
STAFF

3 Hires: CTO, Designer,
intern

MARKETING
Refer a HRC Broad
Brand Strut Stuff NCLR
Friend Federal Trade Up Campaign Market
Video Campaign Partner
Push Club Push

4/3/2013 34

Do we have a business?
o First collection sold out in 3 months
1

o 17% repurchase rate on site with ONE collection
2

o The economics work for a 2-year breakeven
3

o We hear “Thank you!” a LOT
4

4/3/2013 35

Week 1
o Wholesale accounts o Brand building & mktg o Off-the-rack, fit
o Logistics partner o Innovative design solution (fits your o Free Shipping women (working
o Manufacturing & o Customer service body and your o No-hassle return professionals, 25-50
production partners identity), o Online community yrs old, urban,
o Fabric and trim androgynous style, o Strong brand >$75K)
suppliers LGBT authenticity personality o Secondary target -
o Community o Off-the-rack, o Personal assistance “preppy” and/or
influencers comfortable without and information “professional women”
frump, style availability (straight, urban, 30-
o Made in USA? 60 yrs old, style
o Brand identity conscious, >$50K

Key Resources Channels
o People in design, o E-marketplaces (Fab)
merchandising, mktg, o Boutiques in key
supply chain, cities
customer loyalty, o Department stores
o Team

4/3/2013 39

Week 2
o Wholesale accounts o Manufacturing o Off-the-rack,off-the-
Seeking an fit
o Logistics partner o Brand building & mktg rack button-up shirt
solution (fits your o GET – SEO,
Free Shipping women (working
o Manufacturing & o Innovative design that and your
bodyis less form- o blogs/social media
No-hassle return professionals, 25-50
production partners o Customer fitting but
identity), not o channels,
Online community yrs old, urban,
o Fabric and trim engagement/custom oversized,
androgynous style, o influencers
Strong brand >$75K)
suppliers er service expresses LGBT
LGBT authenticity o KEEP – newsletters,
personality o Secondary target - 1 -
Secondary target
o Community o Off-the-rack, overly
identity, isn’t o consistent new
Personal assistance “preppy” and/or
professional women
influencers feminine
comfortable without products,
and information “professional women”
(androgynous style)
frump, style community
availability 35 yrs old, style
o Made in USA?
Seeking an off-the- building, customer conscious, >$75K
60 yrs old, style
o Brand identity shirt
rack button-up service o conscious, >$50K 2 -
Secondary target
that isn’t stuffy or o GROW – referrals older women
Key Resources boring and is Channels (straight, urban, 35-
unique 60 yrs old
o Financial capital o Seeking an off-the- o Androgyny e-
o Androgyny brand rack button-up shirt commerce site
o People in design, that is comfortable, o E-marketplaces (Fab)
merchandising, mktg, but not frumpy o Boutiques in key
supply chain, o Made in USA? cities
customer loyalty, o Brand identity o Department stores
o Team

4/3/2013 40

Week 3
Androgynous style
Androgynous
o Logistics partner o Brand building & mktg o rack button-up shirt
Enabling self- o GET – SEO, women, own and
women (working
o Manufacturing & o Innovative design expression through
that is less form-fitting blogs/social media wear button-up
professionals, 25-50
production partners o Customer fit not oversized,
butand innovative channels, influencers shirts, urban,
yrs old, but
engagement/custome style
expresses LGBT o KEEP – newsletters, dissatisfied (HH
>$75K)
r service o identity, isn’t overly
Primary option: The consistent new o Secondary target 1 -
income $150K+,
perfect
feminineshirt products, community urban, 25-50, style
professional women
because it’s
(androgynous style) building, customer conscious)
o Seeking an off-the-
customized to what service o 35 yrs old, women,
Feminine style
you button-up shirt
rack want. o GROW – referrals own and wear
conscious, >$75K
o that isn’t stuffy or
Alternative option: o Secondary shirts,2 -
button-up target
The shirt that
boring and is unique but dissatisfied
older women
Key Resources o Seeking an you
expresses off-the- Channels ($75K+, urban, 35-
(straight,urban, 25-
rack button-up shirt 50, fashion/style
60 yrs old
o Financial capital o that is comfortable,
Reinvention of the o Androgyny e- conscious
o Androgyny brand button up shirt
but not frumpy commerce site
o People in design, o Made in USA? o Boutiques in key
merchandising, mktg, o Brand identity cities
customer loyalty, o E-marketplaces (Fab)
engineering o Department stores
o Team

4/3/2013 41

Week 4
Relationships o Androgynous women,
Androgynous GAY
o Logistics partner o Brand building & mktg o Enabling self- o GET – SEO, own and own and
women, wear button-
o Manufacturing & o Innovative design expression through fit blogs/social media up shirts, but
wear button-up
production partners o Customer and innovative style channels, influencers dissatisfied (HH
shirts, but
engagement/custome o Primary option: The o KEEP – newsletters, income $150K+,
dissatisfied (HH
r service perfect shirt because consistent new urban, 25-50, style
income $150K+,
urban, 25-50, style
what you want. building, customer o Feminine women,
conscious)
o Alternative option: service o own and wear button-
Lipstick lesbians
The shirt that o GROW – referrals up shirts, but
((HH income
expresses you dissatisfied ($75K+,
$150K+, urban, 25-
through fit and style urban, 25-50,
50, style conscious)
Key Resources o Reinvention of the Channels fashion/style
button up shirt conscious
o Financial capital o Made in USA? o Androgyny e-
o Androgyny brand o Brand identity commerce site
customer loyalty,
engineering
supplier, logistics
system, web
infrastructure
o Team

4/3/2013 42

Week 5
Relationships
o Androgynous GAY
production partners o Customer and innovative style channels, influencers but dissatisfied (HH
o Showroom store engagement/custome o Primary option: The o KEEP – newsletters, income $150K+,
partners r service perfect shirt because consistent new urban, 25-50, style
what you want. building, customer o Lipstick lesbians ((HH
o Alternative option: service income $150K+,
The shirt that o GROW – referrals urban, 25-50, style
expresses you conscious)
o Brand identity
supplier, logistics
system, web
infrastructure
o Direct sales team
o Team

4/3/2013 43

Week 6
Relationships
o Androgynous GAY
production partners o Customer and innovative style channels, influencers, but dissatisfied (HH
o Showroom store engagement/custome o Primary option: The pop-up shops & income $150K+,
partners r service perfect shirt because event-based mktg urban, 25-50, style
o Nonprofit it’s customized to o KEEP – newsletters, conscious)
organizations what you want. consistent new o Lipstick lesbians ((HH
o Alternative option: products, community income $150K+,
The shirt that building, customer urban, 25-50, style
expresses you service conscious)
through fit and style o GROW – referrals
o Brand identity
supplier, logistics
system, web
infrastructure
o Direct sales team
o Team

4/3/2013 44

Week 7
o Logistics partner o Building/managing
Manufacturing o Androgynous style
Relationships
o Androgynous GAY
o Manufacturing & o relationships & mktg
Brand building with o Enabling self- o GET – SEO, women, own and
production partners o manufacturers and
Innovative design expression through fit blogs/social media wear button-up shirts,
o Nonprofit o suppliers,
Customer and innovative style channels, influencers, but dissatisfied (HH
organizations developing designs
engagement/custome o Primary option: The pop-up shops & income $150K+,
and tech
r service specs, perfect shirt because event-based mktg urban, 25-50, style
negotiating price it’s customized to o KEEP – newsletters, conscious)
o Brand building & mktg what you want. consistent new o Lipstick lesbians ((HH
o Innovative design o Alternative option: products, community income $150K+,
o Customer The shirt that building, customer urban, 25-50, style
engagement/custome expresses you service conscious)
r service through fit and style o GROW – referrals
Key Resources o Made in USA
o Brand identity
o Financial capital
o Androgyny brand
o People in design,
merchandising, mktg,
supply chain,
customer loyalty,
infrastructure
o Distribution & shipping costs o Designer collaborations / limited editions
o Return allowances & inventory reserves o Future streams – product category expansion (e.g., accessories)
o Sales & marketing o Monogramming
o Team

4/3/2013 45

Week 8
Relationships
o Androgynous GAY
o Manufacturing & relationships with o A community- o GET – SEO, women, own and
production partners manufacturers and focused brand blogs/social media wear button-up shirts,
o Nonprofit suppliers, developing developed channels, influencers, but dissatisfied (HH
organizations designs and tech especially for the pop-up shops & income $150K+,
specs, negotiating androgynous event-based mktg, urban, 25-50, style
price woman who prefers content marketing conscious)
o Brand building & mktg more masculine o KEEP – newsletters, o Lipstick lesbians ((HH
o Innovative design style with a relaxed consistent new income $150K+,
o Customer women's fit. products, community urban, 25-50, style
engagement/custome o A community- building, customer conscious)
r service focused brand service, social
offering a relaxed fit component
Key Resources
shirt that you'll be o GROW – referrals,
o Financial capital stealing from your cross-selling &
o Androgyny brand partner. upselling
o People in design, o Enabling self-
merchandising, mktg, expression through fit
supply chain, and innovative style
customer loyalty, o Made in USA
engineering o Brand identity Channels
infrastructure
o Sales & marketing
o Team

4/3/2013 46

Week 9
Relationships
o Androgynous GAY
o Manufacturing & relationships with o A community-focused o GET – SEO, women, own and
production partners manufacturers and brand developed blogs/social media wear button-up shirts,
o Nonprofit suppliers, developing especially for the channels, influencers, but dissatisfied (HH
organizations designs and tech androgynous woman pop-up shops & income $150K+,
o Other emerging gay specs, negotiating who prefers more event-based mktg, urban, 25-50, style
fashion brands price masculine style with a content marketing conscious)
o Brand building & mktg relaxed women's fit. o KEEP – newsletters, o Lipstick lesbians ((HH
o Innovative design o A community-focused consistent new income $150K+,
o Customer brand offering a products, community urban, 25-50, style
engagement/custome relaxed fit shirt that building, customer conscious)
r service you'll be stealing from service, social
your partner. component
Key Resources
o Enabling self- o GROW – referrals,
o Financial capital expression through fit cross-selling &
o Androgyny brand and innovative style upselling
o People in design, o Made in USA
merchandising, mktg, o Brand identity
supply chain,
customer loyalty,
infrastructure
o Sales & marketing
o Team

4/3/2013 47

Androgyny final 2013 berkeley

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