SFK CAMERA

POP-UP SHOPIFBcon ~ SOHO, NY

September 3-4, 2013

ACCESSORIES

Table of

Contents

ObjectiveCompany & Consumer Information SFK HistorySpecialty Market Independent Fashion BloggersTarget Consumer Targeting Fashion Bloggers Trickle Down Effect

Location & Store Design Independent Fashion Bloggers Conference 82Mercer Inspiration Layout Pop-Up Shop Design

Product OfferingThe Products

Promotional Plan The Promotion SFK Blog Post AdvertisementUtilizing Social Media

Works Cited Acknowledgements

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Objective

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The purpose of creating the SFK Camera Ac-cessories Pop-Up Shop is to bring a greater awareness to the unique camera straps and

wristlets. We want to inform fashion bloggers of the high-quality, innovative accessories, and utilize them as an outlet for advertisement and

promotion. Fashion bloggers have a strong connection with consumers, therefore influ-

encing their buying behavior. By marketing to bloggers, the brand will be able to expand their

customer base, and gain a loyal following.

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Company &Consumer

Information

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The former Teen Vogue Accessories Editor, Sarah Frances Kuhn, founded SFK, an accessories brand, in 2011. She cre-ates stylish, yet functional camera straps in her Brooklyn,

NY studio. Her strong background, knowledge of accesso-ries, and her broken camera strap brought her upon the

idea of a chic way to carry her camera. She experimented with creative materials, including metal, nylon, suede, rib-bon, and leather to create aesthetically pleasing camera

straps. At first, she only made them for herself and friends, until they were noticed and coveted by the fashion world. Her complete collection is now sold online to fashionistas

around the world.

SFK HISTORY

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Customers can visit her website to purchase a strap from one of her seven different collections of camera

straps and iPhone wristlets.

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Specialty MarketSFK is a specialty company, creating only innovative camera straps and wristlets. This can be considered a

benefit due to the expertise and knowledge behind the design of the products. The company offers a competitive advantage over others because they offer a wide assort-ment of camera straps in this very specific product cat-

egory.

84 The percent of times a digital camera buy leads to a camera accessory purchase

313 Million people in the United States

51 The percent of women in the U.S.

Of these women, SFK targets a very specific group, the ones with the cameras! There are many different styles

available for all types of people, specifically fashionistas.

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Over 9 Million sold in 2008DSLR Camera Owners: 51% Female

These women have a “creative spark”

DSLR Cameras

60% of Americans own digital cameras95 million women own digital cameras

41% of U.S. households have camera phones17 million women own iPhones

Other Cameras & iPhones

The Facts:

“DSLR cameras are increasingly becoming a type of cam-era that is in the reach of the average photographer as

prices fall and manufacturers develop more user friendly models.” (http://www.shotaddict.com/tips/article_10+Tip

s+to+Choose+an+Affordable+DSLR+Camera.html)

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Independent Fashion Bloggers

Independent Fashion Bloggers was founded in Sep-tember 2007 by Jennine Tamm, of The Coveted. She

started out as a blogger, and while searching for mon-etization techniques, she realized the overwhelming

amount of information on the web. She then went on to create IFB, an online community for fashion blog-

gers around the world. The website offers many differ-ent tips and hints for it’s members, as well as inspi-

ration and many different photos. The bloggers come together to share their ideas and experiences in order to create a helpful method for all to use while improv-

ing their blogs.

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~Blogging Tips ~Business Tips

~Ethics~Marketing

~Monetization ~Photography~Professional

Blogging ~Social Media

~Writing

42,532 Members

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Target Consumer 99% Females Between the ages 20-35 College Educated Income of $50,000+

Creative Career Located in Metropolitan areas Middle to Upper class Status: Single

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GENBUY

Generation Y, the age group of 18- to 29-year-olds, are more technology

focused than any previous generation. However, this trend doesn’t keep this

group away from retail storefronts. According to a recent study, forty per-

cent of Gen. Y participants prefer to buy locally, even more expensive prod-ucts. This group of consumers are loy-al shoppers, and although they spend much time researching and shopping online, they still prefer the retail expe-

rience.

STRIVER/EXPERIENCERStriver

Trendy and fun loving Motivated by achievement Concerned about the opin-

ions of othersFavor stylish products

Active consumers Shopping is considered a social activity and an op-portunity to demonstrate

their ability to buy Impulsive consumers

ExperiencerYoung, enthusiastic, impul-

sive consumers Motivated by self-expres-

sionEnthusiastic about new op-

portunities See variety and excitement Savor the new, the off-beat,

and the risky Purchases reflect the em-phasis placed on looking

good

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Targeting Fashion Bloggers

10,577 The number of fashion bloggers in the United States

28 The percent of Generation Y women who said they rely on blogs to influence their buying decision

Bloggers today are changing the way consumers look at brands and have a strong influence on how brands interact

with their consumers.

They are essential voices to the market of buying and selling, in that they reach thousands of readers per day through posts

and social media.

They are styling major clothing campaigns, being featured in magazine editorials, sitting front row at NYFW, and being pho-tographed by some of the world’s most noted photographers.

Bloggers have an unparalleled connection and relationship with the consumer. They have a strong impact on the indus-

try, the advertising, and of course, the readers.

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According to Wiley-Blackwell of the Midwest Sociologi-cal Society, the trickle-down theory involves the flow of new ideas, trends, and prod-ucts. This generally involves an elite group (trend-setters) inspiring another group through innovative clothing, jewelry, or accessory choices. Blackwell states that these trendsetters can be identified through key characteristics: values, conceptual skill, se-curity, social status, opinion leadership, and cosmopolite-ness.

Bloggers have transitioned into the role of trendsetter, because their opinion influ-ences the many unique visi-tors who visit their sites dai-ly. SFK has chosen to target this area of the fashion indus-try because bloggers will help to spread awareness about the brand.

Tric

kle

Dow

n Eff

ect:

Mar

ketin

g to

the

Mas

ses

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Location & Store Design

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Independent Fashion Bloggers Conference

Largest Fashion Blogger Conference Worldwide

Over 500 bloggers in attendance

10,000+ home viewers

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The Independent Fashion Bloggers Conference is cre-ated by bloggers, for bloggers. The conference has been held for the past seven years and is a two-day event. Bloggers come from across the country to speak about their blogs and learn tips from other bloggers while net-working. Some of the highest ranked bloggers are asked to speak at this conference, and are encouraged to share their wisdom with fellow bloggers. Amongst the bloggers are Emily Schuman of Cupcakes and Cashmere, Leandra Medine of Man Repeller, and Jenni Radosevich of I Spy DIY. At this conference, our customers can handle the straps and test them out with their own cameras, mak-ing them exposed to SFK in a way they haven’t been before. IFB is a direct and unique advertisement and promotion for SFK Camera Straps.

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The IFBCon is being held at 82 Mercer in Soho, New York. The venue is a premier place to hold conferences and

events. Containing 50,000 square feet of event space, 82 Mercer is done in 19th century details and a beautiful

open space for any event. Upwards to 500 people can fit on each of the two floors of the building, making it versa-tile and accommodating for any conference or event. SFK will have our pop-up shop in a 25 x 30 foot booth located

in the entrance of the conference room. Utilizing the kitchen and eating area, the venue also encourages social-izing and networking, which is ideal for our customer and

promotional aspirations.

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The interior of the event venue

The layout of the IFB Conference

The SFK Pop-Up Shop will be located in the Sponsor Area, near the entrance to the Seminar Room

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Pop-

Up

Shop

Insp

iratio

n

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Mirr

orM

irror

Cashier Desk and Infortmation Display Cases Display Cases

iPho

ne W

ristl

ets

Basi

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ain

Str

aps

Rubb

erne

ck S

trap

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d iP

hone

Wris

tlet

s

Pop-

Up

Shop

Lay

out

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Mirr

orM

irror

Cashier Desk and Infortmation Display Cases Display Cases

iPho

ne W

ristl

ets

Basi

c an

d Ch

ain

Str

aps

Rubb

erne

ck S

trap

s an

d iP

hone

Wris

tlet

s

Mirr

orM

irror

Cashier Desk and Infortmation Display Cases Display Cases

iPho

ne W

ristl

ets

Basi

c an

d Ch

ain

Str

aps

Rubb

erne

ck S

trap

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ProductOffering

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The Classic:

Classics are best suited for light weight cam-eras such as a small

digital, point & shoot film cameras, or dis-

posable cameras. They are made with 36” of

chain woven with a 44” single leather cord.

The Products

The Wristlet:

Carry your iPhone in high-style. Each 12” long wristlet comes

with a case or it can be attached to your own

favorite case.

The Super Deluxe:

Super Deluxes are perfect for larger size

cameras such as DSLRs & heavier film cam-eras. They are made

with 38” of heavy duty chain woven with a 46” double leather cord + a 12” leather neck cover.

Color Choices

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$80.00

$55.00

$60.00

Color Choices

The Rubber Neck:

This collection is best for light-weight camer-as. They are each made

with 40” of soft but durable rubber.

The Rubber Wristlet:

The iPhone straps are 12” long and come with a

plain black case.

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$45.00

$45.00

$45.00

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PromotionalPlan

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Promotional Plan

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Chosen camera straps will be

sent to the five selected fashion bloggers: Bryan Boy, Cupcakes and Cashmere, Fashion Toast,

Man Repel-ler, and Street Peeper. This

collaboration will lead to pho-toshoots of the bloggers wear-ing the straps, followed with

blog posts. They will provide free exposure of the brand, and also help to spread

the word of SFK at IFBCon. The

photographs will also be featured on the SFK blog, and will eventu-

ally be integrated into an advertis-ing campaign.

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Blog Post

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Advertisement

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Utilizing Social Media

Twitter allows SFK Camera Straps followers to stay in touch while staying in the

know with fellow bloggers. We can give updates to IFB-Con and also find out what

our audience is doing as well. Knowing your customer is not just a one time deal, it

must be constantly kept up on and followed, and Twitter

allows SFK to do just that.

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SFK Camera Straps uti-lized social media in the form of Facebook to bring together fans and blog-gers alike. This allows for status updates about our pop-up shop as well as more interaction between an already vocal group of fans. Social media is a must for any business and the most important part is staying connected and getting the word out.

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Works Cited

Boyce, Amanda. “2012 IFB Con Wrap-up.” IFB. N.p., 13 Feb. 2012. Web. 9 Oct. 2012. <heartifb.com>.

Hackmann, Gisela. “Fashion Blogger Conferences Set to Launch New York Fashion Week.” Nubry. N.p., 20 Aug. 2012. Web. 9 Oct. 2012. <nubry.com>.

Holly L. Schrank, Correlates of Fashion Leadership: Im plications for Fashion Process Theory,The Sociologi cal Quarterly , Vol. 14, No. 4 (Autumn, 1973), pp. 534-543

Laliberte, Kristen. “A Teen Vogue Editor Snazzes Up Your Camera.” Refinery 29. N.p., n.d. Web. 22 Sept. 2012. <refinery29.com>.

“One to Watch.” NBC New York. NBC, n.d. Web. 22 Sept. 2012. <nbcnewyork.com>.

“Sarah Frances Kuhn.” Sarah Frances Kuhn. N.p., n.d. Web. 12 Nov. 2012. <http://sarahfranceskuhn. com/>.

Uhlig, Alexandria. “Be Stylish Behind the Lens with SFK by Sarah Frances Kuhn Camera Straps.” Teen Vogue. Conde Nast, n.d. Web. 22 Sept. 2012. <teenvogue. com>.

“U.S. Camera Accessories Market To Hit $1Billion.” Deal er Scope. North American Publishing Company, 22 Sept. 2012. Web. <dealerscope.com>.

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Acknowledgements

Alice Burnett Jackie Tirbaso

Jen BonaccoltaKarissa Johnson

Sarah Frances Kuhn