Shinola My Trinh Ashlyn Barnhart What is Shinola

Shinola My Trinh & Ashlyn Barnhart

What is Shinola? -Founded in 2011 as a shoe polishing company -Shinola is a Detroit based company that sells high end designer watches, handbags and accessories -Have various partnerships such as Horween Leather, to make handcrafted products

Mission, Vision, Values “Shinola is, and always has been, a job-creation vehicle, and our intention is to create jobs in this city we now call home”

Demographic Change

Strength and Weakness Strengths: Made in the United States (Detroit) Quality products/durable Weaknesses: Expensive because made in United States Lack of store-fronts

Opportunities and Threats Opportunities: Increasing rate over quality over quantity in Millennials Product variability Threats: Similar companies with cheaper products Financial risk of operating entirely in the U. S.

Semantic Differential Please state your opinion on products made in the United States: Reliable v. s Unreliable Durable v. s Nondurable Expensive v. s Cheap High quality v. s Low quality

Likert Scale I am willing to spend more money for a quality product… -Strongly Agree -Neutral -Disagree -Strongly Disagree

Guttmann Scale Mark each thing in which you agree with: I like accessories I wear accessories daily I wear quality accessories I wear accessories made solely in the United States

Emma Watson British actress, model, and activist.

How to market to the new demographic College students Tech-Savvy: Use social media contest to spread popular and brand name. Have monthly contest for free gift cards or prizes for customers. Focus more on ecommerce and building up online storefront. Really sell out the idea of quality produce and made in the United States and sell out idea that it helps a small local business. In order to show product quality, have a limited lifetime warranty program where customers can get their products touched up or brand-new if it doesn’t last for more than 20 years

Marketable products: