We bring contemporary style to the Sirface

By: Sonia Luevanos, Sophia Griego & Lucas Dudley

Content Executive Summary….3 Company History…….4 Location………………5 Competitors………….6

Consumer……………7-9 Product Overview……10 Color Story…………..11 Concept Board……….12 Details Board…………13 Product Mix………14-15

Product Technical Guide…16 Gross Margin……………17 Line Plan………………..18

Line Sheet……………….19-20 Plan for Expansion………21 Articles……………………22

Glossary…………………23-27 Sources………………….28

Executive Summary SIRFACE is a menswear brand that is dedicated to catering to the

Seattle man, with an eye for fashion specifically street fashion with

an upscale twist and a finished tailored look. Our initial location of

the first store will be in the city of Seattle, specifically the

neighborhood of Capitol Hill. We define our market as Men's

Apparel, casual sportswear, outerwear, and tailored fashion.

Company Description The Capital Hill location of SIRFACE will have its Grand

Opening in September 2013. Our store caters to men who are

looking for fashionable casual clothing. Our store is set up to be

male friendly and we train our sales staff to adapt to a male

customer base.

Location Capitol Hill, Seattle, WA

Competitors

Men’s and women’s street wear clothing store locations in Seattle, Bellevue, and Vancouver BC.

Men’s department store based in Seattle, they carry men’s outerwear, clothing, furnishings, and accessories.

Club Monaco is a dynamic, international retail concept that designs, manufactures, and markets its own Club Monaco men’s and women’s clothing, accessories, and home lines.

Consumer

Psychographics

•  Target Market: Male

•  Age Range: 18’ to early 30’s

•  Lives in the city of Seattle.

•  Urban – Uptown)

Proposed Zip Code: 98102 Location: Capitol Hill (Seattle)

Lifestyle Traits

•  Orders from

Nordstroms.com

•  Goes to Local City Events

•  Read GQ Magazine

•  Watches The Independent

Film Channel

•  Audi A3

Young Digerati are tech-savvy and live in fashionable neighborhoods on the urban fringe. Affluent, highly educated, and ethnically mixed, Young Digerati communities are typically filled with trendy apartments and condos, fitness clubs and clothing boutiques, casual restaurants and all types of bars--from juice to coffee to microbrew.

Young Digerati

Demographics

Demographics Traits: Urban city: Urban Income: Wealthy Income Producing Assets: High Age Ranges: 25-44 Presence of Kids: Family Mix Homeownership: Mix, Owners Employment Levels: Management Education Levels: Graduate Plus Ethnic Diversity: Mix

Median Household Income: $41,850

Increasing Focus on Men Companies are beginning to take advantage of the male demographic and

appeal to them in order to increase sales.

Product Overview SIRFACE is a new contemporary men’s line. Our clothing can be

described as men’s casual sportswear. We carry a variety of

clothing such as jackets, layering tops, and causal pants. We give

a new fashionable flare to menswear.

Color Story

Tomato Puree Aurora Tuscany Dried Herb

Deep Roots Amparo Blue Copper Dust Hardwood Slate

Concept Board

Details

Product Mix Knits

Jackets

Product Mix Woven's

Bottoms Shorts

Product Technical Guide

Cashmere

Ultra-fine, natural fiber made from Kashmir goats.

Natural Fiber-

Outstanding softness,

lightweight, and easy to wear

Luxurious-

Rare and expensive luxury fabric. Highest

class of all natural fibers.

Care-

Can be hand washed. Immerse garment in warm water, do not rub,

but instead squeeze the suds gently

through the fabric.

Colors-

The natural color of the fabric is

white, grey, and brown, but can

easily be dyed to a bright color.

Gross Margin

Line Plan (PRODUCT CATEGORY) July

September

November

Season Offered Style # Description Color Name(s) Size Range Fabrication Target

Wholesale Delivery I Delivery

II Delivery

III Total SKU's

FALL/WINTER 2012 111 T-Shirt Black S, M, L, XL Cotton/Modal $73   X X 3

  112   Gray S, M, L, XL       X X  

  113   Dew Drop S, M, L, XL     X X       114   Blue Nights S, M, L, XL     X X       121 Sweater Brown Bear S, M, L, XL Cashmere $90   X X 3

  122   Turquoise S, M, L, XL     X X       123   Forest Green S, M, L, XL     X X X     131 Henley Blue Vapor S, M, L, XL 100% Cotton $80 X X   2   132   Wispy Wind S, M, L, XL       X X     141 SS Woven Green Forest S, M, L, XL 100% Cotton $90   X X 2   142   Blue Nights S, M, L, XL     X X       151 LS Woven Blue Nights S, M, L, XL 100% Cotton $98   X X 4   152   Forest Green S, M, L, XL     X         153   Beige S, M, L, XL       X     154   Brown Bear S, M, L, XL               1123 Casual Pants Mustard Seed S, M, L, XL Linen $55.00   X   4   1231   Rumberry S, M, L, XL     X         1341   Deep Nior S, M, L, XL         X     1451   Ice Age S, M, L, XL     X      

  2122 Trousers Hot Pants S, M, L, XL 55% Polyester, 45% Worsted

Wool $80.00     X 4   2232   Green Machine S, M, L, XL       X       2342   Pearl Jam S, M, L, XL     X         2452   Wine S, M, L, XL     X      

  3123 Jeans Deep Ocean S, M, L, XL 98% Cotton, 2% Spandex

Stretch $65.00     X     3233   Slate S, M, L, XL       X   4   3343   Blue S, M, L, XL     X         3453   Red S, M, L, XL     X         4124 Cargo Pants Sand S, M, L, XL %100 Cotton $35.00 X     3   4234   Grey S, M, L, XL       X    

  4344   Midnight S, M, L, XL         X  

  4454   Hardwood S, M, L, XL            

  5125 Shorts Black S, M, L, XL %100 Cotton $25.00       4   5235   Cloud S, M, L, XL     X      

  5345   Apple S, M, L, XL       X       5455   Bordeaux S, M, L, XL         X     Total Styles 20   S, M, L, XL     8 5 5  

Line Sheet

Line Sheet

Plan for Expanding Market Share Men are not big shoppers, but if they have someone shopping for them it makes the process a little easier. Some men are still intimidated of stylists, so we will make it a guy friendly environment. We will provide a space with lazy recliner chairs, guy magazines such as GQ, and beverages. The stylist will come in as a “friend” rather than a sales associate. The stylist will just ask a few questions to get to know the customer and his style. From the information he gains he will set the customer up with outfits rather than pieces that will be easy to dress up in. While this process is happening the customer can be sitting in the waiting area watching TV, reading a magazine, and relaxing. Thus being an easy process to get new clothing without actually shopping.

Articles Men Buy Women Shop

v  Men tend to have less problems than women when shopping., 53% of women have problems while 48% of men have problems.

v  Men sees a sales associate interest in helping them as a top priority and second they want a quick checkout

Men Shop Too: The Four Key Factors for Marketing to Men

v  Time- Men find what they are looking for quickly

v  Causality- Men buy individual items instead of an entire outfit

v  Space- The store and product layout are crucial for men it should be sequential and organized

v  Other People- Every man for himself. Men like to shop alone because they see others as competition.

Glossary Term Definition

Argyle Argyle has large diamonds in bright colors with contrasting diagonal over stripes.

Bamboo Jersey A natural textile made from the pulp of bamboo grass

Barrel Cuff A single-button cuff used for fastening the sleeves of a long-sleeved shirt.

Bespoke Making or selling custom-made clothes

Besom Pockets Besom pockets are pockets that are cut into a garment, rather than being sewn on

Birdseye Knit Jacquard A type of pattern where dark and light fabrics are woven to form a very small checked type pattern.

A small geometric pattern with a center dot knit into the fabric. Broadcloth Broadcloth is a dense woolen cloth.

Cashmere Obtained from the hair of Asiatic goat.

Calvary Twill Woolen twill

Chambray A linen-finished gingham cloth with a white weft and a colored warp.

Chino A cotton twill fabric, typically khaki-colored.

Cotton Lisle The process burns off lint and threads as well as fiber ends, leaving a smooth edge.

Glossary Term Definition

Denier The denier is based on a natural standard: a single strand of silk is one denier. A 9,000 meter strand of silk weighs one gram.

Dobby A decorative weave, usually geometric, that is woven into the fabric.

Donegal Tweed The traditional Irish homespun tweed of 100% pure new wool in a worsted weight.

Egyptian Cotton Egyptian cotton is known as the one of the finest grades of cotton in the world.

End on End Closely woven fabric with alternating fine colored yarn and a white yarn

Fill-a-fill Is a special weaving method in which a white thread is interwoven with the coloured thread to give an irregular effect.

Flannel A kind of soft-woven fabric typically made of wool or cotton and slightly milled and rose.

French Bearer The French bearer is a special button behind the fly of plain fronted trousers.

French Cuff A type of sleeve cuff that folds over onto itself and fastens with cuff links to hold the sleeves together.

Gabardine A smooth, durable twill-woven cloth, typically of worsted or cotton.

Glen Plaid a twill pattern of broken checks; also : a fabric woven in this pattern —called also glen check

Herringbone T is a variation of twill with a v-shaped pattern, resembling the skeleton of a herring fish.

Glossary Houndstooth A large checked pattern with notched corners suggestive of a canine tooth

Jacquard A fabric made on a loom with such a device, with an intricate variegated pattern

Jersey A single knit fabric with plain stitches on the right side and purl stitches on the back.

Madras lightweight cotton fabric with typically patterned texture and plaid design

Mercerized Cotton Treatment for cotton fabric and thread that gives fabric or yarns a lustrous appearance and strengthens them.

Modal Cellulose fiber made by spinning reconstituted cellulose, often from beech trees. It is about 50% more hygroscopic (water-absorbent) per unit volume than cotton.

Nailshead An ornament like the head of a nail, used chiefly in architecture and on clothing

Organic Cotton Jersey grown without the use of toxic and persistent pesticides and synthetic fertilizers

Oxford This classic fabric combines two warp yarns operating in parallel with a heavier softly-spinning filling weft. It has a basket weave pattern with a little more texture than

pinpoint. Pima Cotton a variety of fine cotton developed from Egyptian cotton, produced in the southwestern

U.S Pique Knit pique is characterized by a textured fabric face with lots of tiny holes and a fabric back

that is smooth. The construction is designed to pull moisture from the skin and wick it into the air, keeping the fabric, and the wearer, relatively dry and cool.

Poplin a strong fabric in a plain weave of any fiber or blend, with crosswise ribs that typically gives a corded surface.

Glossary Rib (or Wale) 92% Polyester/8% Lycra, 58'' Wide.

A double-knit fabric in which the rib wales or vertical rows of stitches intermesh alternatively on the face and the back of the fabric. Rib knit fabrics have good

elasticity and shape retention, especially in the width. Sea Island Cotton Sea Island cotton is one of the finest variants of cotton available, its extra-long fibers

creating an unbelievably supple and silky feel, elegant sheen and superb durability. Derived from Egyptian cotton, Sea Island cotton is grown off the Southeastern

coast of United States and in the West Indies. Tattersall a pattern of squares formed by colored crossbars on a solid-color, usually light

background. Technical Fabrics Technical fabrics are high-performance fabrics designed and marketed mainly for

sportswear and sporting goods. Three-ply Tropical Wool This remarkably light and comfortable fabric matches the classic dressy look and feel of

wool with the strength and durability of polyester, in a three ply, plain weave tropical weight material. The somewhat porous weave allows for increased

breathability and ventilation, Tweed is a made-up, rough, unfinished woolen fabric, of a soft, open, flexible texture,

resembling cheviot or homespun, but more closely woven. It is made in either plain or twill weave and may have a check or herringbone pattern.

Twill ( or Harris Tweed) Traditional Harris Tweed was characterized by subtle flecks of colour achieved through the use of vegetable dyes, including the lichen dyes called "crottle.Hand-woven

tweed made in the Outer Hebrides in Scotland. Windowpane A design that looks like a windowpane, with narrow bands of one color

forming an over-check that encloses rectangles of another ground color.

Woolen Of or relating to the production of wool: "a woolen mill".dense, soft, often curly hair forming the coat of sheep and certain other mammals, such as the goat and alpaca.

Glossary Worsted A fine smooth yarn spun from combed long-staple wool.

Fabric made from such yarn, having a close-textured surface with no nap.

Firm-textured, compactly twisted woolen yarn made from long-staple fibers. Yarn-Dye the process of adding color to textile products like fibers, yarns, and fabrics. Dyeing is

normally done in a special solution containing dyes and particular chemical material. After dyeing, dye molecules have uncut Chemical bond with fiber

molecules. The temperature and time controlling are two key factors in dyeing. There are mainly two classes of dye, natural and man-made.

2-ply fabric ."Superior cotton, regardless of the type of weave, should always be "two-ply" (2X2), meaning that two yarns have been woven together with two yarns, rather than

single yarn. 2-ply yarn having a thickness made up of two layers or strands. not thin; of a specific thickness or

of relatively great extent from one surface to the opposite usually in the smallest of the three solid dimensions; "an inch thick"; "a thick board"; "a thick sandwich"; "spread a thick layer of butter"; "thick coating of dust"; "thick warm blankets"

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2010/08/11/the-benefits-of-cashmere/>.

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v  BlackBird. BlackBird. Web. 1 Feb. 2012. <http://blackbirdballard.com/>.

v  "Zebra Club." Zebra Club. Zebra Club, 30 Jan. 2012. Web. <http://www.zebraclub.com/>

v  Club Monaco. Club Monaco. Web. 25 Feb. 2012. <http://www.clubmonaco.com/022012/default.asp>.

v  Clark, Meghan. "Eliminate Shopping with Stylist Help from Trunk Club."Http://www.execdigital.com. Exec, 17 Feb. 2012. Web. 17 Feb. 2012. <http://www.execdigital.com/fashion/eliminate-shopping-with-stylist-help-from-trunk-club>.

v  "Knowledge@Wharton Marketing Research Article." 'Men Buy, Women Shop': The Sexes Have Different Priorities When Walking Down the Aisles. Knowledge Wharton, 28 Nov. 2007. Web. 26 Feb. 2012. <http://knowledge.wharton.upenn.edu/article.cfm?articleid=1848>.

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