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E-MARKETING PLAN PRESENTERS: SARAH KANG ANDREA RAGHUNANDAN BRAND BRAND IDENTITY Boutique style thrift shop offering designer used goods for brand, price, and socially conscious consumers (e-Commerce unavailable) • Apparel – Women Men • House-wares • Home Furnishings CONSUMER PROFILE Demographics • Women and men, ages between 18 – 35 • High school educated and beyond • Students young and seasoned professionals • Single married with or without children • Ethnicity varies widely • 27 -55K Psychographics • Environmentally and socially conscience, actively recycles • Conservative spender • Gratified by purchasing quality merchandise at a low price • Values quality • Brand conscience • Savvy shopper - doesn’t mind spending time to find the ultimate fashion piece or home item Lifestyle • Shops at brand stores, in-store and online • Attends social events, museums, street fairs • Seeks good/unique finds • Appreciates the arts and vintage • Enjoys traveling • Reads fashion, news, travel, and art publications • Volunteering or is interested in supporting a good cause Geographic • Resides in or works in the five boroughs of New York SITUATION ANAYLSIS PRODUCT • Apparel – Women Men • House-wares • Home Furnishings COMPETITION HousingWorks • E-Commerce • Designer women’s and men’s apparel and accessories, furniture, house wares, art City Opera Thrift Shop • 1 store in NYC • Designer women’s and men’s apparel and accessories, furniture, house wares, art • Recognized by Vogue as the “highest quality thrift shop in New York” DISTRIBUTION Limited to in-store purchases ENVIRONMENTAL FACTORS • Rise in neighborhood thrift shops • Local thrift shops expanding into e-Commerce • Increase in national vintage/thrift e-shops OPPORTUNITIES • Dynamic website featuring latest merchandise • E-Commerce functionality • Online and off-line marketing strategies MARKETING STRATEGY OBJECTIVES Increase c
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