Heather  Stowell  Katherine  Yow  Sam  DiBernardo  

About Our Brand

Cherish is a children’s apparel and accessory

company that focuses on delivering high quality products for babies and toddlers.

 

•  Cherish is a wholesale children’s brand. •  Wholesale accounts include: Target, Nordstrom,

Macy’s, Bloomingdales, and high-end specialty boutique stores nationwide.

•  By offering products through wholesale accounts, the Cherish brand is able to reach a wider segment of the children’s market and target more customers.

Describe Cherish

Value Proposition: What makes Cherish Products Unique?

Cherish concentrates on “child centered design” and

aims to provide comfort, security, and nurturing through its product line offerings.

Inspiration

Concept

Design

The Cherish Customer

The Cherish Customer •  Primary Target Customer: Parents, between 28-40 years old. •  Secondary Target Customer: Grandparents and relatives between 40–70 years old. •  Primary Target Customer: has an average combined household income of $100,000 or

more. •  Secondary Target Customer: has an average combined household income of $70,000 -

$80,000.

•  Both Customer types come from a well-educated background, and are of any race or ethnicity.

•  The Cherish Customer lives in a large metropolitan city, and is up to date with the latest

news and trends in business, society, and fashion. •  As a wholesale brand accessible nationwide, Cherish consumers can also be found in

smaller cities.

VALS Survey: Achievers and Innovators •  Cherish’s consumers are comprised of Achievers and Innovators. •  “Achievers have goal-oriented lifestyles and a deep commitment to

career and family.” •  Innovators are “leaders that are the most receptive to new ideas

and technologies. •  Innovators are very active consumers, and their purchases reflect

cultivated tastes for upscale, niche products and services.”  

Cherish Consumer Values •  The Cherish customer is motivated by the safety and security of

their young children. •  They desire new products that provide a high level of quality, and

design innovation that meets those needs. •  Our consumers value their family and home as a top priority, and

their children are the main focus of their lives.

Cherish Customer:

Judy the dedicated Mother •  Age: 32 •  Ethnicity: Caucasian •  Marital status: Happily married •  Children: Has three children; a six month old,

a three year old, and a four year old •  Education: College degree •  Occupation: Interior designer •  Income: $100,000 + a year, combined •  Location: Suburban community just outside of

Chicago •  Hobbies/interests: Watching food network,

writing on her mommy blog, and doing DIY crafts with the kids

•  Magazines she reads: Parenting Magazine, Oprah Magazine, and Martha Stewart living

•  Loves: To buy the best quality products for her children

Cherish Customer:

Rose the loveable Grandmother •  Rose •  Age: 67 •  Ethnicity: Caucasian •  Marital status: Married •  Grandchildren: Has four grandchildren under

the age of five •  Education: College degree •  Occupation: Retired/Grandma •  Income: $70,000 a year, combined •  Location: lives in Charleston, SC •  Hobbies/interests: Visiting her grandchildren,

knitting, baking, gardening, playing bingo with friends, and watching antique roadshow

•  Magazines she reads: The Wall Street Journal, Garden Design, and Good Housekeeping

•  Loves: To spoil her grandchildren by buying them gifts

The Marketplace

Our Competitors: Carter’s and Gymboree •  Both  of  these  companies  carry  apparel  for  babies  and  children  from  newborn  to  toddler  age.      •  Both  compe<tors  carry  apparel  and  accessory  items  such  as  onesies,  children’s  blankets,  shoes  for  

toddlers,  and  knit  caps.      •  Carter’s  and  Gymboree  are  sold  in  their  own  brick-­‐and-­‐mortar  retail  stores,  online  on  their  store’s  

ecommerce  website,  and  are  located  within  a  large  shopping  mall  or  shopping  center.      •  The  only  compe<tor  excep<on,  is  Carter’s,  which  is  also  sold  in  wholesale  loca<ons  such  as:  Belk,  

JcPenny,  Babies  R’  US,  Kohl’s,  Macy’s,  and  Sears.      •  The  category  price  points  for  our  compe<tors  are  as  follows:  onesies  $15-­‐$20,  children’s  blankets  

$30-­‐$50,  knit  caps  $15-­‐$20,  and  shoes  ranging  from  $20-­‐$35  without  the  GPS  tracking  device  offered  in  our  company’s  [Cherish]  shoes.  

 •  Carter’s  and  Gymboree  are  strong  compe<tors  to  Cherish  because  they  both  offer  apparel  and  

accessory  products  made  with  high  quality  fabrics  for  a  similar  target  market.

Childrenswear – A Growing Market

•  U.S. Census: infant birth rate has continued to rise in the United States. •  Growth in the maternity rate: over 20% of the overall United States population is

between the ages of 0-14 years of age.

•  Rate of 14 births per every 1,000 people [in the U.S. population]. •  The fertility rate continues to increase: average of 2 children born per one expectant

mother.

 

Childrenswear – A Growing Market (continued)

•  From the charts below [from the U.S. Census] the projected amount of children under the age of 5 will have an increase by the year 2020.

•  This growth in the amount of children under the age of 5 shows that there will

continue to be a demand for children’s’ apparel and accessory products in the United States market.

 

Specification Sheets:

Two Products Under Development

Fabric Sheets:

Two Products Under Development

Our Business Price, Cost, and Markup Percent

Running Our Business

Price, Cost, and Markup Percent

Retail Price: •  Onesie - $75 •  Blanket - $95 •  GPS Trackable Shoe - $150 •  Shoe without GPS - $100 •  Baby Cap - $40

 

Total Cost: •  Onesie - $34.80 •  Blanket - $44.80

 

Markup Percent: •  Onesie – 53.6% •  Blanket – 52.8%

 

Cost Sheets:

Two Products Under Development

Marketing Plan

Wholesale at Tradeshows

Tradeshows to Showcase Our Brand •  Cherish will be participating in three different trade shows this year: Kidz At Stylemax (Chicago,

IL), Playtime (New York, NY) and MAGIC (Las Vegas, NV).

•  The three trade shows Cherish will be featured in this upcoming year were strategically chosen for geographic location and other venders/international buyers that would be present at each show.

•  The chart below outlines the details for each tradeshow Cherish will have a booth at for the upcoming year:

About The Shows We Attend: •  Kidz At Stylemax tradeshow in Chicago: this show is geared

towards children’s apparel and accessories. The Midwest location of the show allows our brand to gain customers throughout Midwest stores.

•  Playtime tradeshow in New York City: is another children’s focused venue and will allow us to network with international children’s brands and buyers. Participating in a New York trade show will give our brand more exposure to the East Coast markets.

•  MAGIC tradeshow in Las Vegas: MAGIC is a very well known and respected trade show in the fashion industry, and this opportunity will allow Cherish to be introduced to stores on the West Coast market as well as network with potential international businesses and buyers.

The Cherish Booth

Resources •  VALS  Survey  -­‐  hZp://www.strategicbusinessinsights.com/vals/ustypes.shtml  •  United  States  Census  -­‐  hZp://www.census.gov/popest/data/maps/11maps.html  •  Play<me  NY  Tradeshow  www.play<menewyork.com  •  Kidz  At  Stylemax  Tradeshow  www.kidzatstylemax.com  •  Magic  Tradeshow  www.magiconline.com