My Capstone project in Emerson College

1. meet your GimmeGimme marketing team Derrain Anthony – Account Manager “The Maverick” Cathy Chao – Creative “The Visionary” HaoQuan– Media Planner “The Dreamer” Mimi Staveley– Public Relations “The Enforcer” The exclusive online boutique that offers previously loved high-end designer merchandise at a fraction of the cost! 1

3. Situational Analysis

4. Customers, Market & Competitors

5. GimmeGimme’s SWOT

6. Target Audience Profile of Consignment Shoppers

7. Who are GimmeGimme customers?

8. Who are GimmeGimme consigners?

9. Our Marketing/Communications objectives

10. GimmeGimme communication strategies

11. Creative Brief, Media/Internet Strategy & PR/Promotions plan

12. Campaign Budget

13. Recommendations

14. Q&A2

16. online consignment boutique that sells quality luxury items at a reduced cost

17. founded by Tiffany Fuller – marketing professional and graduate of Emerson College

18. Tiffany got the inspiration for GimmeGimme from items collected in her closet

19. current database of 130-140 customers, of which 30-40 are consigners, based in New York

20. GimmeGimme customers are mostly female luxury goods lovers, ages 25 to 603

22. Every racial group cares about different factors of luxury goods

23. Many consumers reported that they buy luxury goods if they are drastically reduced in price

24. Online retailers are encouraging consumers to buy luxury at a discounted price

25. Higher income, higher educated customers without children are a desirable demographic for online retailers4

27. Consignment stores and resale shops have seen expanded growth due to their cost savings appeal

28. Amazon, eBay, and Craigslist have created opportunities for buyers/sellers of consignment goods without going to a store location

29. 2008 survey by Nielsen Global Online confirms clothing, shoes, and accessories are increasingly purchased by Internet consumersleggings earrings Cosmetics stylish tops HairProducts 5

31. Primary: online consignment retailers

32. Secondary: physical consignment retailers

33. Tertiary: counterfeit designers items

34. Christabelle’s Closet and CovetShop are two popular online consignment retailers in NYC

35. Michael Consignment and Second Time Around are two examples of physical consignment retailers in NYC

36. Counterfeit designer items are sold on the street due to their illegality6

38. Excellent customer service

39. A one-stop shop for buyers and cosigners

40. Limited brand awareness among consumers

41. Lack of presence and marketing promotions within marketplace – particularly Brooklyn, NY

42. Ineffective positioning and placement within the market

43. Lack of interactive presence via Social Media platforms

44. Restricted financial resources

45. Ineffective method of verifying authenticity of goods

46. Company website lacks flash capability

48. Fast growth of e-commerce and online sales business

49. Market developments in a growing industry

50. Online consignment retailers

51. Physical consignment retail locations

52. Brand retail locations

53. Counterfeit luxury item retailers7

54. concerns of experienced shoppers concerns of inexperienced shoppers Customer Service 2% 8

56. 64.2% of consignment shoppers are female

57. 67.7% are between the ages of 18 and 49

58. 66.1% of consignment shoppers do not have children

59. 44.1% of consignment shoppers had college degrees

60. 45.7% had an annual income of $60,000 or more9

62. Live in New York City (particularly Brooklyn)

63. Household Income between $50,000 and $100,000 annually

64. Love high-end designer labels that are sold independently or at luxury retail stores (such as Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, etc)

65. Love collecting special edition and seasonal designer items

67. Live in New York City (particularly Brooklyn)

68. Household Income between $50,000 and $100,000 annually

69. Love high-end designer labels that are sold independently or at luxury retail stores (such as Neiman Marcus, Saks Fifth Avenue and Bergdorf Goodman, etc)

70. Love the ownership aspect of acquiring designer labels (which is the reason they need to sell their items, more closet space!)

71. “Treasure Keepers”, looking for ways to capitalize on their current merchandise in order to acquire more recent merchandise10

72. 11

74. Establish brand awareness in the Brooklyn area

75. Enhance loyal connections with consigners and increase consigner database by 60%

76. Increase customer database by 50%

77. How do you define GimmeGimme, Consignment, and LuxFashion?

78. Consignment – process of exchanging goods/products between the consignor/consignee for a return of investment on both parties

79. GimmeGimme– a treasure hunter that is consistently on the search for high end luxury gems that is sold at an affordable price from Me to You

80. LuxFashion– is the art of taking high-end luxury items and accessories to create your own unique individual style – it is what “fashionistas” crave – Desirefrom Me to You12

82. Reputation + Consistency

84. Build on current marketing and brand efforts13

86. Fresh, conversational and friendly tone14

88. Build on Brand Efforts15

89. media strategy Goal: To utilize social media to build brand awareness and to generate online buzz 16

91. Twitter: Be “Proactive” – not only “Reactive”

92. Forums: Media buying & Thread Creating similar to “PurseForum”

93. Blog: Link building to spread the word about GimmeGimme17

94. Facebook: “Like Me” Ad Campaign 18

95. Twitter: be “proactive” – not only “reactive” 19

96. media buying and thread count creating similar to “PurseForum” 20

97. blog: link building to spread word about GimmeGimme 21

99. Paid Search: Google Ads Campaign

100. Email Marketing: Personal and customized to build loyal connections22

101. SEO+PPC 23

102. GimmeGimme media plan Twitter, Blog Influencers Pitches and Follow-ups SEO+PPC Search Campaign “Facebook Insights” Tracking Email Marketing Report Facebook “Like Me” Campaign Media Buying: PurseForum Blog Link Building Report timeline September 2011 October 2011 November 2011 December 2011 January 2011 February 2011 24

104. Customers

105. Cosigners

106. GimmeGimme Street Team

107. Associations

108. Online Connections

109. Website launch and fashion show25

111. Random Giveaways

112. Facebook Fan Page Likes

113. GimmeGimme Fan Photos26

114. campaign budget 27

116. Discover source of funding

117. Prepare for eCommerce

118. Comply with licensing and regulations

119. Develop marketing plans

120. Assess an inventions liability

121. Become a member of American Business Women Association - great resource and networking tool for professional women

122. Sell current inventory through “justsellitstore.com” – until website is up and functional as this site specializes in “selling high-end luxury” items

123. Postpone release of Website until September 201128

124. www.gimme-gimme.com 29

125. final thoughts Passion People Personal 30

126. Q&A 31