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Summer Internship Presentation

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by

Alexa Gavin

on 6 August 2013

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Transcript of Summer Internship Presentation

agenda
History
Competitive Analysis
Target Market
Financial
Future Opportunities
The Beginning
The Sugar Loaf
The Tricorne
The Top Hat
The Bowler
The Cowboy
The Baseball Cap
The Panama
The Flat Cap
The Boater
The Fedora
Hatless Jack
The Cap: Revisited
Hats Today
~1300 BC
1600s
1700s
1800s
1849
1865
1860
1910
1904
1900
1924
January 20, 1961
2000s
1964
Brand
Pricing
Products
Retailers
Origin
Customer
Barbisio
Borsalino
Makins
Biltmore
Stetson
Brixton
Goorin Bros
Bollman
$400
$350
$195-$215
$100-$200
$50-$200
$20-$75
$50-$200
$100
Fedora,
Bowler, Flat Cap
Barneys
Italian
Trendy, Sophisticated, Upper Class
Panamas,
Fedoras, Caps,
Bowlers
Barneys,
Mr. Porter
Italian
Trendy, Sophisticated, Upper Class
Fedora
Online,
Small Retailers, Saks
American
American
American
American
American
American
'The Sophisticated Gentleman'
Age 45-64; 'Baby Boomers'
13% of generation plans to stay active after retirement
Segment will control 70% of the USA's disposable income
They are youthful open minded consumers; enjoy shopping, traveling, entertaining and socializing
33.3% shop online
53% of boomer generation is on Facebook
Already familiar with Trafalgar
'The Dapper Dude'
The Future
Age 18-44; 'Gen X' & 'Gen Y'
Millenials spend more on shopping than previous generations
40% of Millenial males go shopping twice a month
Gen X are outspending baby boomers by 18% in luxury categories
Wealthy Gen X'ers spend about $6,000 a year on Fashion accessories
SWOT Analysis
Strengths
Established relationships with factories
Established brand and customer base
Experienced in Men's Accessories
Established relationships with luxury retailers
Weaknesses
Randa has not produced hats before
Opportunities
Extend product category to include seasonal hats
Licensed Brands
Private Label
Threats
Customers are already loyal to other brands
Hat trend will not catch on as much as anticipated/hoped
Sophisticated, Upper Class
Fedora, Straw hats
Nordstrom, online retailers
Fashionable Adults
Function over Fashion
Young, Trendy, Gen Y
Fashionable Adults
Online, Small Retailers
Pacsun, Nordstrom, Urban Outfitters
Cowboy, Straw Hats
Flat caps, baseball caps, fedora, straw hats
Randa Summer Internship Program

August 6th, 2013

Alexa Gavin
Why Hats?
In 2011, retail sales grossed more than $1.7 billion
40% of those were sold to men
Global hat trade expected to reach $6.3 billion in 2016
Stigma of looking like your grandfather or father is gone- young people do not relate to that anymore
Cowboy, Panamas, Fedoras, Bowlers, Top Hats, Straw Hats
Zappos, Amazon
Cowboy, Fedora, Derby
Online Retailers
Market Segmentation
Demographic Approach
Age: Baby Boomers, Gen X, Gen Y
Gender: Male
Income: $50,000+
Occupation: Professionals
Education: College Student/Graduate
Segmented Marketing Strategy
The Promotion Mix
Advertising

Sales Promotion

Personal Selling

Public Relations

Direct Marketing
'The Sophisticated Gentleman'
'The Dapper Dude'
Newspaper, Travel Magazines
Facebook
E-Mail Blasts
E-mail Blasts,Flash sites
Trade Shows
Trade Shows
Social Media, Website
Social Media,Website, Bloggers
E-mail Blasts
E-mail Blasts
Price
Fashion
Barbisio
Borsalino
Makins
Biltmore
Stetson
Brixton
Goorin Bros
Trafalgar
Male Population
150 Million
49.2%
0-18
38 Million
25.5%
18-44
55.7 Million
37%
45-64
39.4 Million
26.2%
65+
17 Million
11.3%
<$50,000
17.9 Million
59%
>$50,000
12.2 Million
41%
<$50,000
10.1 Million
42%
>$50,000
13.9 Million
58%
Potential Size of Market: 26.1 Million
High
Low
Low
High
Margin Grid
Advertising
Public Relations
Thank You for Listening!
Questions?
Sales Promotion & Direct Marketing
Personal Selling
The Message
Emphasis on high quality products, made in America
A luxury American product that goes back to Trafalgar's Norwalk, Connecticut roots
Hattitude
A Review:
The Marketing Mix
Product
Price
Promotion
Place
Premium Pricing Strategy
Competition-based pricing
Full transcript