UWear Revolutionize and Customize Your

Clothes

Introduction

Our mission

Back in 2008, we made it a goal to revolutionize the online shopping community by providing the best customer service, and variety of clothing options that fit and suit our customer’s style, all at an affordable price.

Here at UWear.com, our mission is to revolutionize.

The Service

Our headquarters are currently bases in Chicago, and although we are solely based online, we have two operating stores. One in New York City and the other in Los Angeles.

We offer customers the chance to find clothes that fit and suit their taste, by assigning them a personal stylist. Their personal stylist is there to help them find clothes that fit them and show off their style. All in all their personal stylist is there to help them look good.

Consumer Needs and Key Issues

Clothing industry provides standard, customary clothing sizes but there is a deficiency in specialization, which poses a major problem in consumer behavior

Target group is business professionals, however a limitation is an older age group

Excessively high costs for TV campaigns Most customers prefer to leave with their purchases,

therefore the time required to produce personalized clothing is at a disadvantage

The majority of the consumer population does not make a high income and will tend to look at stores like Sears or Kohl's

Market ResearchSecondary Data

74% of the population use the internet.

83% of the online purchases come from North America.

As of today, 195 million consumers are from the US.

The top products bought online are clothing, furniture, electronics, engagement rings, and music.

Out of those products, clothing is rank number one, bringing in $12 billion in sales.

From this, we can conclude that e-commerce sales will continue to increase and that by the end of this year, it will bring $250 billion in sales.

62% of US consumers with internet access shop online at least once a month.

54% of consumers are 18-30.

The top reasons for online shopping are discounts, deals, promotions, quality products and value.

40.9% of online shoppers are male, and 59.1% are female.

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Market ResearchSurveys – Online Shopping

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What Do You Value Most When Buying

Clothes Online?

9%

15%

37%

31%

7%

1%

% of Clothing Purchases Done Online

0%<10%11-30%31-50%51-70%>70%

Market ResearchSurveys - Demographics

22.20%

51.80%

25.90%

Age Range

Age RangeUnder 2020-2930-3940-49Over 50Prefer Not to Answer

14.80%

25.90%

22.20%

18.50%

13.50%

4.90%

Income Range

Under 10k10k-30k30k-50k50k-70k70k-90kOver 90k

Consumer and Buyer Behavior

Free shipping is the reason most consumers shop online.

Great fitted, customized clothes, and affordability are the three biggest factors to young professionals when shopping.

Fit and style are the two biggest factors for young professionals willing to order customized clothing.

Young professionals in their late twenties to early thirties that are single are more willing to order customize clothing

online.Young professionals that live in coastal cities are more willing to order online.

When there is a “get the look sale” young professionals are more willing to order.

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CompetitionPros Cons

Tailor Expert measuringPhysical customer service

ExpensiveTransportation needed

Department Stores Variety of optionsWell-knownGood qualityDressing Rooms

CrowdsStrict Exchange and return policyTime Consuming

Other custom clothing sites

No transportation No crowds

No dressing roomsShipping expenses

Virtual Fitting Rooms

Ability to preview before purchasing

Not as accurateLimited access

Strengths• Competitive Pricing• Incentives• Own/Personal Brand• Provide the option to take

measurements – store in a database

Weaknesses• Tough Competition from

established department stores and clothing companies

• Time to manufacture a custom sized clothing

Opportunities• Most companies do not offer

specialized professional wear

• Sizing differs from company to company that may not fit correctly for some

Threats• Established companies have better

delivery infrastructure• Other companies (i.e. Fits.Me)

offers a virtual fitting room that provides sizing

SWOT Analysis

Strengths:• Affordably, yet competitively

priced• Consumers have the freedom to

choose preferred fabric and fit• Delivery service provides

convenience• User-friendly website interface

Weaknesses:• Services mainly available online• Production costs are high due to

customization

Opportunities:• Many popular clothing

companies do not offer the customization of their clothing

• Cheaper prices compared to high fashion companies (such as Tom Ford and Armani)

Threats:• Well-known companies such as

Express and Zara offer professional clothing via in-store or through shipping

• Forever 21 offers popular styles for a lower price with easy access

Young professionals that live in coastal cities…

Have an income of $30K-60KWho shop onlineDo not have the time to shop in-storesHave a hard time finding clothes that fitHave a need and want of customize clothes that fit and suit their

style

Segmentation and Targeting

Positioning

Stylish • Has the latest trends in clothing, fabrics, and prints

• A variety of options in clothes

Affordable • Not as expensive as a tailor or department store

• Promotions consist of free shipping on orders over $100

Personable • Personalize stylists that help you find clothes that fit and look good

• 24 /7 online help available

Market and Environment Perceptual Map

Professional

Casual

ExpensiveAffordable

UWear

Price: Free Shipping on orders over $100Shipping cost $3$75 starting price for customize clothes$350 for a customize suit

Promotion: Flyers Internet AdsFacebookPinterestQR CodesYouTube promotional video

Price and Promotion

Product: Online Stylist to help you find your fitCustomize business professional clothingAccessories

Place: Online storeTwo Operating Stores in New York City and Los AngelesGuaranteed two week delivery on any order below

$200Availability in all countriesDistributed from San Francisco, California and NYC,

New York. UPS delivery for domestic and Fed Ex for international

deliveries

Product and Place

Product Development◦ Introduce new clothes for customers to pick from

once every few weeks◦ Use email and social media to inform customers

of the new items.

Product Differentiation ◦ Competitive advantage in being able to customize

your own clothes according to your measurements

Strategy Competition

Youtube Pinterest-Circulating trial clothes Blogs Google Ads Facebook

page-Coupons/Giveaways/Contests/Raffles Instagram-Contests/Giveaways QR Codes that link to the site Hashtags

Digital and Internet Media

Brand Recognition

Partnerships &FeedbackCoupons,

Giveaways, Promotions

Google Ads, Pinterest, Blogs, YouTube

Promotional Campaign: When

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Allocation of Budget

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Preliminary stage: $2500

Quarter 1◦ $3500

Quarter 2◦ 3000

Quarter 3 0

Quarter 4 0

Stages of costs

Costs

Preliminary Stage 1st Qtr2nd Qtr 3rd Qtr4th Qtr

Hashtags and QR Codes

#UWear #OOTD

#UWearWednesday

QR Codes that link to the Website

Contest and Giveaways

For every 10 friends you refer, get 15% off your next purchase.

Automatically enter our Win it Wednesdays, every 2nd Wednesday of the month, by using the hashtag

#UWearWednesday every Wednesday, and you can win 20% off your next purchase

Pinterest and Facebook Page

Promotional Campaign: Ad

Tired of your clothes not fitting?

Before AfterCustom clothes to fit you

Promotional Campaign Script:

*Man walking down street in suit that does not fit* Woman to man: Wow, nice suit you have there. Man (*smiling broadly*): Hey thanks! I’ve had it since I was 15, it’s a

great suit. Woman: 15? Wow I couldn’t tell (* rolls eyes*) Man: Seriously! Man (*smiling broadly*, steps off the sidewalk distracted and into a

puddle): Oh no! My suit is ruined! Man (*looking down at pants*): Oh wait! (Camera focuses on his “high

waters” which have prevented his pants from getting wet): Yes! This suit is the best! (*Man smiling broadly again* continues to walk down street among incredulous looks from women and men down the street)

Promotional Campaign

Success Metrics

Ad traffic (1000 people a month)

Every month 300 deliveries

Increase of sales 2% every month for the first year

1. “Understanding Online Shopping Behavior.” Visual Ly. Accessed April 10, 2014. http://visual.ly/understanding-online-shopping-behavior.2. “Online Shopping Statistics.” Visual Ly. Accessed April 10, 2014.

http://visual.ly/online-shopping-statistics.3. “How Many People Shop Online?” CPC Strategy. Accessed April 10, 2014. http://www.cpcstrategy.com/blog/2013/08/ecommerce-infographic/.4. “Online Shopping Trends 2013: Most Popular Categories, Top Purchase Drivers.” Marketing

Profs. Accessed April 10, 2014.http://www.marketingprofs.com/charts/2013/12195/onlineshopping-trends-most-popular-categories-top-purchase-drivers.5. Frier, Sarah. “Menswear Lead Ecommerce.” SF Gate. October 26, 2012.

Accessed April 10, 2014. http://www.sfgate.com/business/article/Menswear-leads-fashion-e-commerce-3985526.php.6. Diamantini, Elise. “Tailor Made: Online Custom Clothing.” Mrket Place. June 26, 2013. Accessed April 10, 2014. http://www.mrketplace.com/53181/tailor-made-online-custom-clothing/.7. Kaplan, Marcia. “Understanding Affluent Male Online Shopping Behavior.” Practical Ecommerce. September 13, 2012. Accessed April 10, 2014. http://www.practicalecommerce.com/articles/3732-Understanding-Affluent-Male-Online-Shopping-Behavior.

8. “C Net.” Accessed April 2, 2014. http://www.cnet.com/topics/camcorders/. 9. Facebook. “.” Accessed April 2, 2014. https://www.facebook.com/help/318171828273417/. 10. Google. “.” Accessed April 2, 2014. https://www.google.com/adwords/how-it-works/costs.html. 11. Executionists. “How Much Does a Small Business Website Cost?” October 28, 2012.

Accessed April 2, 2014. http://www.executionists.com/blog/blog/how-much-does-a-small-business-website-cost/. 12. Alleger, Jason. “How Much Do Ads On Youtube Cost?” PPBH. August 7, 2012.

Accessed April 2, 2014. http://www.ppbh.com/how-much-do-ads-on-youtube-cost/.

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