By: Vanessa Steinberg
Tanya Taylor Overview
 Born and raised in Toronto, Canada
 Studied Finance at McGill University
and Fashion Design at Parsons; worked
as a designer at Elizabeth & James for 2
years.
 Inspired by family travels and art pieces
collected from those trips.
 Started her namesake brand in 2011
with a mission to add unexpected
femininity to classic American
sportswear.
Tanya Taylor – Highlights
 Showcased first collection
(Fall/Winter 2012) at the
MoMa.
 Hand-paints all her prints.
 Product is manufactured in
Manhattan.
 Draws a lot of inspiration
from art.
Tanya Taylor – Spring/Summer
2014
Tanya Taylor – Fall/Winter 2014
Company Analysis –
Target Market
 Demographics
 Experienced female 25-40 years
old
 Lives in the city or metropolitan
area (New York, Los Angeles,
Toronto)
 Received college degree
 Early Adopter – opinion leader,
well respected
 Middle Upper class income level
 Income: $80,000 - $250,00
 Also supported by other means
(husband, family)
Company Analysis –
Target Market
 Psychographics
 Very feminine
 Confident, intelligent, light-hearted
 Hobbies: travelling, exploring
museum exhibitions, exercising
 Has an inclination towards art
 Other brands that she likes to wear
include DVF, Proenza Schouler, 3.1
Phillip Lim
 Personal style in music, travel,
destinations, and blogs
Lauren Santo Domingo –
Target Market
Marketing Mix – Product
 Product:
 Women’s wear label with the mission to add unexpected
femininity to classic American sportswear.
 Offerings include:
 Skirts
 Dresses
 Tops
 Jackets
 All products are offered in bold colors and hand-painted
prints.
Marketing Mix – Price
 Price: luxury category
 Skirts - $450-$600
 Tops - $350-$500
 Dresses - $800-$1500
 Jackets - $500-$1000
Marketing Mix – Promotion
 Online - advertise on blog and online fashion publications
 WWD, Vogue, Forbes, The Cut, Elle, Style.com, Refinery29, Toronto Life
Stylebook.
 Public Relations department ensures celebrity viewings wearing
brand.
 NYFW shows, trunk shows on Moda O’Perandi.
 Social media:
 Facebook: 1,352 likes, lack of call to action or frequency on the posts or
conversation
 Twitter: 922, all posts are links to Instagram posts as well there is no
engagement.
 Instagram: 5,365 followers- most active platform. Photos of products,
celebrities wearing the clothes, Tanya’s lifestyle and day-to-day in NYC.
People are engaged in liking and commenting.
Marketing Mix – Place
 Large luxury department stores
 Saks NYC, Bal Harbour, & Hold Renfrew.
 Small boutiques in other cities
 Louis in Boston, American Two Shot in NYC, Tenoversix in
Dallas & Satine in Los Angeles.
 Several boutiques in Asia (Japan, Hong Kong, Kuwait) &
London.
 E-Commerce- sold online through Moda O’perandi, Les
Nouvelles & Eluxe.
Company Analysis –
Positioning
 Dedicated to designing feminine, playful and sophisticated
sportswear.
 “We dream, design and produce our collections exclusively in NYC”
 Collections encompass a balance of playful and classic silhouettes
with refined materials that have ageless appeal.
 Do It Yourself (DYI) initiatives, hand-painted invitations and prints for
Fall’14.
 Brand is proud to support domestic production by designing and
producing in Manhattan.
 Cultural experiences established a brand that merges unexpected
femininity to classic American sportswear.
 Collection infuses classic sophistication and artful femininity.
Company Analysis –
Production
http://www.youtube.com/watch?v=z1VDHpeGSQI
COMPETITION
OSWALD HELGASON AND SUNO
 London based brand
founded in 2008.
 Brand encompasses
unexpected detail and
subversive use of color and
pattern.
 Modern, effortless, clean
and structured look.
Marketing Mix – Product
Products Assortments:
 Skirts
 Dresses
 Tops
 Pants
 Sweaters
Marketing Mix – Price
 Dresses: $270-$405
 Skirts: $351-432
 Pants: $392-$432
 Tops: $96-$378
 Sweaters: $149-$365
Marketing Mix- Promotion
Marketing Mix- Place
SUNO
 Suno is a Women’s wear
company created by Max
Osterweis and Erin Beatty in
2008
 Designed in New York;
Produced by artisans in Kenya
 High end collection with a
conscience that uses
traditional East African fabrics.
Marketing Mix For – Product
Products Assortments:
 Jacket
 Skirts
 Dresses
 Tops
 Pants
 Knitwear
 Accessories
Marketing Mix – Price
 Jacket: $750
 Dresses: $395-$945
 Skirts: $465-$650
 Pants: $325-$595
 Tops: $295-$495
 Knitwear: $395
 Accessories $50-$399
 Pajamas: $165-$175
 Sneaker Shoes: $65
Marketing Mix- Promotion
 Suno offers sale on their website
 Discounted price on Outnet.com
 Facebook, Instagram, Twitter
Marketing Mix- Place
Strategy For Growth
 Commerce, culture and community are emerging
together
 Culture and fashion amalgamating
 Maintain brand existence on targeted customers who are a
part of the melting pot for creative people.
 Customize merchandise
 Establish trust and express purpose within the brand
Expansion Strategy –
Infiltrate Into New Markets
 Tap into accessories market – smaller items that people
can afford that still satisfy the desire of the brand.
 Shoes
 Small leather goods and handbags
 Enhance advertising tactics:
 Social media
 Launch parties
 Collaboration with an artist or MOMA to attract art savvy
customers that are intrigued by art and fashion
Expansion Strategy –
Collaboration with Kerstin Brätsch
 Contemporary artist (Germany) –
one of Tanya Taylor’s most admired
 Her work is currently exhibited at the
MoMa (where Tanya had her first
NYFW presentation for Fall/Winter
2012)
 Prints could be taken from Brätsch’s
artwork
Alternative Marketing Mix –
Product & Price
PRODUCT
 New Product Categories:
 Shoes and Accessories (Shoes and smaller
leather good, clutches)
 New Prints –New inspiration via MomA
artist
PRICE
 Accessories: Smaller leather goods $120$350 & Shoes $800-$1200.
 Consistent with clothing – Skirts $450-$600,
Tops $350-$500, Dresses $800-$1500
Alternative Marketing Mix –
Place & Promotion
PLACE
 Online - advertise on blog and online fashion publications
 WWD, Vogue, Forbes, The Cut, Elle, Style.com, Refinery29, Toronto Life Stylebook.
 Boutique locations
PROMOTION
 Social media:
 Facebook: promote the same Twitter campaign on Facebook to engage
customers and listen to their suggestions on new collaboration with artist
inspired prints. Get fans engaged
 Twitter: engage customers through asking for feedback on sample process for
print ideas. Tweet the print and get 20% off handbag or shoes from
 Instagram: initiate campaigns on platform and ensure of storytelling
Short Term Goal
“I am a big dreamer and see our business growing in terms of
distribution, industry recognition and product categories”
 Become a target market oriented brand.
 Maintain global segment while finding the parallel with new
products.
 Engage in personal dialog with the customers.
 Conversational marketing skills – capture customer attention.
 Engagement through gaining customers perspectives on prints or
products.
Long Term Goal
“Long-term success is seeing our creativity make women feel more
beautiful.”
 Investment in Tanya Taylor store.
 Department stores only great aspect of store is the realestate, beyond that they are going to fade out.
 Self sufficiency – not having to depend on other retailers
for sales.
 Infrastructure –product extension strategy which will result
in increased Revenue.
 Patience –at least 2 years before breaking even.
Conclusion –Words of Wisdom
“I truly believe there
is no greater mistake
than doing nothing,
so sometimes you just
have to jump in and
trust your instincts”