Executive Summary
Swank is a design that captures a growing green market, which stems from the environmental
social movement. The bags proposed capitalize on this growing trend by incorporating solar
technology. The analysis of historical data over the past 30 years and from consumers surveyed in
2008 shows that while the country has entered a recession, consumers are still willing to spend
money on products they find innovative and practical. Although risky, our approach of product
development will help Butler Bag address a need that has not been served in the market by
competition and will guarantee increased profits and an exclusive advantage by 2010.
Inspiration
Society is currently experiencing a period of drastic change in the way consumers are
viewing their environment, their finances, and in their purchase decisions. The Green Movement
has taken hold and people are becoming increasingly concerned about their impact on the
environment. The steep downturn of the economy has instilled the “less is more” attitude into the
minds of consumers, who are now more tentative with their dollar. Technological innovations
continue to revolutionize the everyday American life, increasing convenience and efficiency. It is a
time of change, keeping in mind the recent Presidential election and that the voice of Generation Y
is being expressed more than ever before.
Our inspiration comes from an identified need of our target market: combining previously
mentioned elements along with keeping up with the technologically savvy consumer of this
generation. The incorporation of eco-friendly textiles, technological innovation, and an adjusted
price-point creates a product that is innovative and will take hold with this targeted consumer in
2010.
Social: Context
• Barack Obama’s landslide victory in the US presidential election proved the hypothesis that
his campaign was instigating a liberal, social, and youth-driven movement.
• With the recent release of many environmental awareness documentaries such as An
Inconvenient Truth and The 11th Hour, in conjunction with high profile celebrities speaking out
about sustainability (ex. Brad Pitt & Leonardo DiCaprio), it is apparent that the American
public is becoming increasingly aware of environmental issues and making changes in their
behavior to accommodate a healthier planet.
• ASTM International, one of the largest voluntary standards development organizations in the
world, announced the formation of ASTM Committee E60 on Sustainability. Some other top
companies rethinking their environmental impact include Apple, Saturn, and
Johnson&Johnson, among others.
• Student groups are involving themselves more in politics, taking on such issues as same-sex
marriage, the Iraq war, sweatshops, etc.
Political:
• The 2008 Presidential Election resulted in a win for Barack Obama: the first African-
American President of the United States of America. He vows to “ensure 10 percent of our
electricity comes from renewable sources by 2012, help create five million new jobs, and save
more oil in the next ten years than we currently import from the Middle East and Venezuela
combined” and that’s just his energy plan.
• The U.S. House of Representatives and Senate now both hold a democratic majority. Analysts
have noted that over time, stocks perform better under Democratic administrations.
Cultural:
• Apple's iPod revolutionized the way music is listened to and the clip-culture popularity of
Google's YouTube has brought digital video streaming to the laptops and desktops of the
world, transporting endless information immediately.
• Entertainment companies such as Netflix and TiVo have empowered viewers to watch
television and movie programming how and when they want. The demanding consumer can
now be more efficient, even when it comes to leisure activities.
• The world’s top five social networks currently boast more than 370 million users, according
to recent figures from the internet traffic monitor comScore. Online social networking websites
and online dating sites, such as MySpace, Facebook, and eHarmony, have exploded and are a
common way for people to interact.
• Analysts suggest that the future of social networks will be in one crucial area, mobile
services.
Economics:
• 1980 is the only other year that consumer confidence has dipped so low and 2 years after that
recession unemployment rates dropped and federal debt decreased. The Conference Board is
predicting that unemployment rates will rise in the next 2 years.
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The projection for the second quarter of 2010, which is close to when these bags would hit the
market, is a positive GDP of 3.0, which is a staple growth percentage.
End User Product Technology
Today’s consumer places higher value on being in control of finances and living a green lifestyle, For environmental enthusiasts, solar paneled clothing and handbags are emerging as a hidden
rather than the past years’ focus on having money and living a luxurious lifestyle. Consumers
SWANK current for 2010. This technology is being featured in products such as apparel, backpacks,
currently in their 20s (Generation Y) are going to be the ones most affected by this shift to simplicity. and handbags. Northwestern Ideas has incorporated this technology into its forecast for Butler
Generation Y is rebelling against the conspicuous consumption seen by their parents and moving Bag. This innovation is addressing a need that has not yet been met by Butler Bag or its
towards a more thrifty and practical lifestyle.
Large Overnight Large Bag competitors. Product research has supported the consumer need and desire for this type of
Trends in Generation Y’s behavior: product feature.
･ Because consumers often learn their lifetime shopping habits during their developmental The solar technology will help improve the efficiency of charging electronic devices such as
years, members of Generation Y may be permanently shaped by today’s lesson of tough cell phones, I-pods, and even laptops while saving significant amounts of wasted energy by
economic times. carrying them around in the solar paneled bags.
･ More young environmentally conscious, leading to the “going green” movement. It's estimated that five percent of all electricity in the United States is wasted
i. Ex: recyclable totes and bags, green fabrics, solar energy, etc.
･ They are more inclined to buy less, making those purchases they do make worthwhile and
powering devices that are not in use.
• This figure could rise to 20 percent by 2010, according to the Department of Energy.
smart.
･ There is an emotional connection to the green movement.
     
Based on these trends our target market is a female professional, whether she is a CEO of a company
or just entering the work force, ranging ages 22-35, she is fashion forward while still conscience of
her environmental footprint. She is the eco-friendly fashion Millennial and part of generation Y, the
most crucial market to capture in the years to come, as they currently make up 34% of the
population.
Satchel Clutch
• In the next two years, we expect our target market to continue their trend of environmental
consciousness, while still needing to meet the needs of a technologically innovative and
fashion-forward world. The eco-friendly fashion Millennials generation will be at 80 million
strong in the year 2010, with and expected $200 billion in direct purchasing power.
Competition
While our competitors have been successful in the past, currently it seems they may be leaving
their consumer behind. They are raising prices in an economically unstable time, and have not
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shifted any of their product line to be more environmentally conscious regarding materials or
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are needed to see this picture. manufacturing. Our analysis has identified these as important to the current consumer, and has
been addressed in our forecasted product in eco-friendly textiles and lower price-points.
Price Points
Large overnight: $375 Satchel: $250
Most influential factor in decision-making Large Bag: $300 Clutch: $150
process when73purchasing
72
88 a handbag. • After reading the FAQ on the Butler Bag website, it is evident that the consumer is asking for a single-strapped
58 bag within their brand, as there are currently no bags with this option. Two of the Swank bags have this option the
49
32 38 large bag and the sachel.
23
2 11 4 •On the interior of the large-sized bag and the overnight bag is a concealed, padded laptop compartment that zips
1 0
into the lining. Its dimensions will be 12”x17”, large enough to house an average-sized laptop.
• Between the lining and the exterior will lay a lightweight solar panel that will function as an electronic device
charger. This will be discrete and not visible on the exterior. The large sized bag will have 2 solar panels and will Conclusions
be able to charge more than one electronic device at a time.
The culture of 2008 is all about technology; social networks, youtube, online dating, and
the speed at which we are able to communicate through the Internet on our cell phones are all
Color Palette Materials reasons that social and political movements are capable of gaining momentum. People today are
exposed to so much more knowledge and information every second than they have ever been
• This particular prototype will use vegan materials that are
We acknowledge the risk being assumed by introducing a before and this has opened the eyes of the conscious consumer to be more aware of what their
environmentally conscious and cruelty free.
product that is not widely available in the handbag market. hard earned money is being spent on. We are now seeing the emergence of a huge “green”
However, because of the considerable opportunity for • It appeals to more than one market and the quality of the movement and once America resolves some of it’s current financial issues there is no reason this
success, it is a risk that needs to be taken, and if successful, fabric is also superior in the eyes of consumers. movement will not increase it’s growth. Another important trend to consumers is the impossibly
fast speed in which new developments and products enter the market, with the craze of PDAs
may revolutionize the standard in the handbag market. • Vegan leather
and iPhones it is obvious that consumers are searching for everyday products that will help to
Consumers are increasingly driving the direction of fashion,
increase their quality of life as well as making it more convenient.
and this target market’s rising demand for an
With all of this considered, Northwestern Ideas has designed a bag that we feel
environmentally friendly and functional product has been
met by this line of bags. addresses a need in our target market that has not yet been reached. Not only do we want to
make this handbag convenient for students and young professionals to transport a laptop, but we
also want to provide them with a technological innovation of which they may be unaware. Out
Prototype Survey Results • Japanese Paper (vegan leather with crinkle-like texture)
of the 131 people that were surveyed regarding this prototype, 53% admitted they would be
interested in purchasing a handbag with a laptop compartment. The handbag we have designed is
• The thinner property of this material will allow for UV made from environmentally friendly, vegan leather, which is made from a polyurethane. This
Concerns that factored into responses:
rays to efficiently penetrate though the solar panel material appeals to consumers who are concerned about their environmental footprint as well as
• Bulkiness
• Strength purchasing products that are cruelty free. The bag is large-sized which holds the non-visible
Style solar panels as well as the option of a discreet and padded laptop compartment. The non-visible
Excessive weight solar panels have the ability to charge electronics while they are hidden in the bag itself.
The data collect show the target market we have chosen does not fit with the price point
Reasons people said no: that the handbag deserves. It is apparent to our team that we need to complete more extensive
Already own a laptop bag
surveying to gather more data in order to better identify our target market. However, we feel that
Might be too heavy
the people we have surveyed will be apart of our target market come 2010.
• Do not own a laptop
Do not travel with laptop (too risky)
di scree t
Which of these price levels would you most likely buy a bag
2%
17%
Chanel/Louis Vuitton/Gucci ($600 to $3000)
Coach/Dooney and Bourke ($250 to $1000+)
Both economic context and product aesthetics were taken Jessica Durnwirth jdurnwirth@mail.wsu.edu
56% into account in the creation of this color pallet. 1980 and Leanne Goldstein leanne_goldstein@hotmail.com
Guess/Betsey Johnson/Betseyville ($75 to $300)
25%
1988 were both years that experienced a similar economic
Kelly Hughes kelly_hughes06@yahoo.com
situation to that which we are in today and history shows
Forever 21/Target (less then $75) that in the 2 years following a recession color trends are Jessica Kenny jlkenny@live.com
deeper, muted, and more neutral tones. Melanie Weber melweber11@wsu.edu