AMM 310/A
Rad Razzi
Company Project #1 and #2
Camille Roach
10/11/2012
Rad Razzi
Company Information: The brand is called Rad Razzi and its target consumer is a single,
young woman 16-25 years of age who is a free spirit and enjoys being active and having fun.
She is in the transition stage of beginning her twenties and values the change she is going
through as she transitions into a young adult. She is in school and her average annual income is
between $9,000-$15,000 per year. She likes to wear basic tee shirts and tank tops but likes them
to have a fun print or color. She is down-to-earth and loves to throw random outfits together,
and enjoys layering her looks. The products offered in the Rad Razzi brand are bras, cami’s, and
tank tops that will all be available in a rainbow of different hues, as well as funky prints, but only
in the racerback style. This is what makes us unique. We are designing for the girl who
absolutely hates it when her bra straps and/or undershirt straps show when wearing a racerback
tank. We are here to provide a racerback bra, a racerback cami, and a racerback tank top to our
consumer that all coordinate with one another and will all be cut and sewn to perfectly match
each other, so women do not have to worry about their bra straps and undershirt straps showing
anymore. The bras will be priced between $25-$40 and the cami’s and tank tops will be priced
between $10-$25.
Vision Statement: ComfortColorConfidence
Mission Statement: Our brand, Rad Razzi believes that every woman is beautiful and should
feel beautiful every day. She is a free-spirited young woman and has her own sense of style that
compliments her personality. This is why our vision statement is ComfortColorConfidence. It
represents our target consumer who look for comfort and color in their apparel decisions and
therefore strive to feel confident in what they wear.
Comfort: We provide comfort for our consumer by making our products in a comfortable
and wearable fabric. Most of our products will be made from cotton and rayon, and will be a
knit fabric which gives a shirt more stretch and a soft hand.
Color: We offer color to our consumer by offering a wide variety of colors in different
tints and shades, as well as fun and funky prints in all three of our products. We want our
consumer to layer and be creative with the colors and prints offered so she can be an individual
and create her own style within our brand.
Confidence: We want our consumer to feel confident in what she is wearing every day.
We are creating confidence in our consumer by presenting her with a variety of colors and prints
to wear as well as comfort in layering her tops and not having to worry about her straps showing.
We are committed to her looking and feeling beautiful, wearing a rad razzi bra, cami, and tank
top and being comfortable, feeling colorful, and with that have a strong sense of confidence.
Core Strategy: We use an operational core strategy, because we want to strive for efficiency in
all our products that we design. We offer our target consumer products that they demand in the
prices that they can afford. You can get a Rad Razzi tank top for $15, which is pretty affordable
in this apparel market.
Retail Store Type: The primary store type that the brand would sell well in is a department
store or a discount store. The department stores that Rad Razzi would potentially sell well in are
Macy’s or Kohl’s because the Rad Razzi target customer frequently shops at both of these stores.
They both differ from each other in many ways. Macy’s might be successful because my core
consumer shops at Macy’s and the apparel products offered already at Macy’s are similar enough
to the ones Rad Razzi will design. Kohl’s would be a good fit too because of the price points of
Rad Razzi designs. The discount store that Rad Razzi could potentially sell well in is Target.
Target is the retail customer that we will target to try and sell Rad Razzi in, because we feel that
Target’s target consumer, within the apparel department is very similar to our target consumer.
The SBU is racerbacks and three products will be designed in a racerback style: bras, camis, and
tank tops.
Fashion Report: For my primary data research, I decided to create a survey. I asked 19 women
to answer 10 questions about themselves and racerback styled tops. I found that 74% surveyed
are 21-29 years of age and 63% surveyed are currently in college. Being a college student, this
explains that 42% make less than $9,000 annually as well as work 1-20 hours per week.
Seventy-nine percent of those surveyed wear racerback styled tops and 94% of them care if their
bra strap shows when wearing a tank top. In addition, 73% admitted that it bothered them when
someone else’s bra strap was showing. The results that caught my eye were whether or not the
women surveyed wore undershirts with a built-in bra or one without one. I found that 31% of
them wear an undershirt with a built-in bra and 47% of them wear an undershirt without the
built-in bra. This caught my attention, because I had in my original design for the camis to have
built-in bras, but after these results, I need to reconsider my options and listen to my target
consumer. Furthermore, 86% of the women surveyed said they would wear racerback styled
tops if undershirts and cami’s were also offered in a racerback style. Through my research
findings, I found that there is a demand for cami’s and undershirts to be made in a racerback
style but not necessarily with a built-in bra. I feel that I got a good general feeling of who my
core consumer base would be and the price points I should consider in order to satisfy my target
consumer.
Demographic (Zip Code) Analysis: My target consumer is a single, young woman who is 1625 years old and who is in a transition in her life, because she is becoming a young adult. She
enjoys being active and having fun with friends and embraces change. She is in college and is a
young and free spirit. She is an individualist and is not afraid of wearing a lot of color. She can
be seen shopping at Target, Kohl’s, Macy’s, Forever 21, H&M, and even Old Navy to grab some
colorful bargains. Within the demographic information in all the cities, it averaged out that
females are 50% of the population within the cities of San Francisco, CA, New York City,
Dallas, Texas, Los Angeles, California, and San Diego, California. About 32.1% of them are
living alone and 40.3% of them have never been married. 55% of the females are employed and
40.3% of that has a management, business, science, or arts occupation. Furthermore, 11.2% of
the females make $15,000-$24,000 annually (American Fact Finder, 2012). My target
consumer’s lifestyles can definitely influence my product line in many ways. For example, if I
find that most of my target consumers go to the beach, I might add a racerback dresses line or a
racerback swimsuit line. I have to cater to my target consumer because I am designing for them
and if I don’t then I won’t have loyalty and trust with my customers and in turn I don’t produce
growth or sales. I choose zip codes of more major cities, because young women tend to be more
creative with their looks. At Rad Razzi, we want our consumers to be an individualist and have
her own style. The products offered can be worn in so many ways; it’s an endless supply of
colorful tank tops and cami’s, which you can layer with in so many ways.
Retail Customer Merchandise Strategy:
Macy’s: “Fashion, value and service are the principles on which our stores are focused.
We try to be responsive to customer expectations and preferences, particularly in this highly
competitive retail environment, and to provide a range of choices to meet our customers’
individual needs and fashion preferences (Macy’s, 2012).”
Target: “We believe we can offer our guests high-quality, well designed
merchandise at low prices. We believe we can create a comfortable, fun shopping environment
that offers the convenience of self service and a friendly team available to help. We believe we
could save guests time by selling a well-curated assortment of groceries and commodities
alongside fashions for their families and homes. And we believe it is our responsibility to help
create strong, healthy, safe communities (Target, 2012).”
Kohl’s: “Kohl's is a family-focused, value-oriented, specialty department store offering
quality exclusive and national brand merchandise to the customer in an environment that is
convenient, friendly and exciting (Kohl’s, 2012).”
References
American FactFinder." American FactFinder. U.S. Census Bureau, n.d. Web. 11 Oct. 2012.
<http://factfinder2.census.gov/faces/nav/jsf/pages/index.xhtml>.
Annual Reports | Target Corporation." Investor Contacts, News, Stocks & Events | Target
Corporation. Target Corporation, n.d. Web. 11 Oct. 2012.
<http://investors.target.com/phoenix.zhtml?c=65828&p=irol-reportsAnnual>.
Current Annual Report / Fact Book - Macy’s, Inc.." Macy’s, Inc.. Macy's Inc., n.d. Web. 11 Oct.
2012. <http://www.macysinc.com/for-investors/annualreport/current/default.aspx>.
Press Room — Background." Kohl's . Kohl's Inc., n.d. Web. 11 Oct. 2012.
<http://www.kohlscorporation.com/PressRoom/PressRoom02.htm>.