TELFAR: "IRL DROP" Madison Muszynski, Jay Stallworth, Madeline Ramos, Vanna Wilke - Coroflot
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TELFAR: "IRL DROP" Madison Muszynski, Jay Stallworth, Madeline Ramos, Vanna Wilke
• Background.............................Pg. 2
• Concept……………………………..Pg. 6
• Competitive analysis…………...Pg. 10
• SWOT………………………………..Pg.11
Table of • Product…………………………….Pg. 12
Contents • Price………………………………..Pg. 13
• Place………………………………..Pg.14
• Promotion………………………...Pg.15
• References………………………..Pg. 21
Telfar
Background of Brand
• "Not for you – for
everyone"
• Core Values:
• Provide unisex
garments focused
something merely
larger than clothing
• Brand with an element
of community, non-
pretension, and
inclusivity
Telfar Shopping Bags
Telfar
$150.00-$257.00
(depending on bag
size)
Products & Price
Point Category
• Price Point Category:
"Contemporary
Designer"
Telfar Belt: $95.00
Telfar Durag: $90.00
Telfar Logo Pendant:
$240.00 Telfar Embossed Hat $110.00
Telfar
Target Customers & Brand Presence
• Telfar's DNA = rooted in inclusivity
• Designed for individuals who've felt marginalized by society
• Small underground and
streetstyle related outlets
International Brand Expansion Concept • Internationalize to Sweden • Ranked high in global inclusiveness • Aligns with Telfar’s brand image and values
International Economic Environment
Brand • Member of EU
Expansion Retail Environment
Concept • History of retail development
Sweden’s
Economic and • Large amount of retail space
Retail Environment per capita
International Brand
Expansion Concept
Sweden’s Social
Culture
• Low power distance culture
• Weak uncertainty avoidance
country
• Measure success through
their quality of life
• Work to live rather than
live to work
International Brand Expansion
Concept
Swedish Consumer Behavior
• Apparel and shoes remain the most popular online shopping categories
• 27% of Swedish consumers will keep shopping online post pandemic
• Ages 18-23 want an experience from physical stores
• Ages 18-23 and 24-39 want inspiration and products instantly
Competitive Analysis
Telfar Brandon Blackwood
Core Values: Brand with an element Core Values: Functionality, practicality, making
of community, non-pretension, and inclusivity a statement, ending systematic racism
Brand Value: From $102,000 in 2016, to $2 Brand Value: Estimated around $100,000 -
million in revenue in 2019 $249,999
Manufacture: On demand manufacturing- No Manufacture: Materials are always sourced
textile waste, no inventory, and no responsibly. Products are then completed by
warehousing. exceptional fair-trade craftsmen in Asia, Europe,
and the US.
Target Market: "It's not for you, it's for
Target market: Anyone who supports ending
everyone"
systematic racism and "the everyday new yorker"
Promotion: Social media, fashion shows, Promotion: Celebrities, fashion blogs, social
celebrities, fashion blogs, non-traditional and media
traditional collabs with companies.Strengths: Weaknesses • S weden isn't as saturated as other markets • Limited quantity being dropped at the event • Going into a new market with a strong brand identity • Slight price difference in all 3 bag styles • Dropping the most in demand product for the brand • Increases growth in business • Respects Covid-19 regulations Opportunities: Threats • Draws a lot of attention from the press • Covid-19 can inhibit attendance of the event • Develops more audience outside of the U.S • Using different currency than before • Accessible for the people of Sweden
Place: Stadion Metro Station Stockholm, Sweden
"IRL DROP" drone visuals - One drone per bag with spots numbered 001-200 - Customers will match number on their ticket to the number portrayed on the ground
Stadion Stockholm website and micro website
Product-
Exclusive monogram
logo bag.
Offered in traditional
sizes: Small, Medium
and Large.Price
• 50 USD increase on each size bag.
• Bag and access to the event is included in the
purchase of the subway ticket on the website.
• SMALL MONO: 1690.79 • SMALL MONO: $200
001 SEK
• MEDIUM MONO: 2130.39 • MEDIUM MONO: $250
SEK
• LARGE MONO: $300
• LARGE MONO: 2536.18
SEKPeople Promoting "IRL DROP" • Rejjie Snow – 200k • Julian Hernandez - 55k • Mykki Blanco - 115k
Instagram Promotions
INSTAGRAM STORY PROMOTIONS
Final Instagram Promotion by Telfar
References • Sternquist, Brenda J., and Elizabeth B. Goldsmith. International Retailing. Fairchild Books, 2018. • https://www.refinery29.com/en-us/2020/08/9949684/telfar-shopping-bag-restock-bots-resellers • https://www.businessoffashion.com/articles/luxury/telfar-new-york-designers-shopping-bag • https://www.thefashionlaw.com/telfar-a-perfectly-modern-fashion-brand/ • https://www.vogue.com/article/telfar-clemens-shopping-bags-frenzy • https://shop.telfar.net/collections/all • https://www.weconnectfashion.com/articles/price-point-definitions • https://www.voguebusiness.com/fashion/marine-serre-alyx-telfar-create-powerful-brand-identities • https://andjelicaaa.medium.com/the-reverse-pyramid-of-telfar-2bb59681e47a • https://www.heritage.org/index/country/sweden • https://www.strategyand.pwc.com/n1/en/media/pdf/Nordic-consumer-trends-2020.pdf • https://www.businessoffashion.com/articles/luxury/telfar-new-york-designers-shopping-bag • https://bushwickdaily.com/bushwick/categories/fashion-and-shopping/4917-brandon-blakwood-nyfw- bushwick • https://www.brandonblackwood.com/brandon-blackwood
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