Daniel Orme
VANCOUVER, WA (USA)
Role(s):
Other
Alexandria Neveah
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Startup
Location:
VANCOUVER
Industry:
Apparel
Year Founded:
2011
Number Employees:
1-10 people
Business Stage:
Growth (profitable)
Entity Type:
Sole Proprietorship
Description:
Alexandria Nevaeh is a start-up manufacturer of an upscale Athletic shoe line targeted at males and female outdoors man between the ages of 20 and 40. Alexandria Nevaeh not only develops the clothing line, but supports it with advertising and promotion campaigns. The company plans to strengthen its partnership with retailers by developing brand awareness. Alexandria Nevaeh intends to market its line as an alternative to outdoorsman shoes, and differentiate itself by marketing strategies, exclusiveness, and high brand awareness.
The key message associated with the Alexandria Nevaeh line is classy, upscale, versatile, and inexpensive shoes. The company's promotional plan is diverse and includes a range of marketing communications. In the future, the company hopes to develop lines of accessories for men, women, and children. These accessories will include cologne/perfume, jewelry, eyewear, watches, etc. The Alexandria Nevaeh strategy is to aggressively develop and market a full range collection to consumers. The company intends to market its line as an alternative to existing shoe lines and differentiate itself through its marketing strategies, exclusiveness, and brand awareness. Alexandria Nevaeh intends to build on its core portfolio of products and overcome any obstacles by using the company's expertise in the clothing industry.
The company has plans strategic alliances with Sports and the Entertainment Group. These alliances are valuable to Alexandria Nevaeh because they provide the needed exposure for its line and the association of its products with celebrities. Celebrities are valuable assets because they receive free shoes for interviews, concerts, and music videos. Alexandria Nevaeh products will be priced at the high end to reflect the quality and exclusiveness associated with the brand. The company will use high-end materials such as cashmere, a wool blend, and high mesh. When a markup is placed on Alexandria Nevaeh products, customers are willing to pay the premium because of the perceived value and quality guarantee that comes with all products. The company plans to target males between the ages of 20 and 40 with a combined household income of more than $40,000. Within this group, there are no color barriers, and customers have diverse backgrounds. The Alexandria Nevaeh customer is a versatile man who can fit into any environment and is willing to pay a high price for quality clothing.
The company's target group is seen as having enough disposable income to spend on low and high priced quality shoes. Many apparel and footwear manufacturers see Europe, with a population of 350 million, as an attractive market. Expansion in Asia, however, has been sidelined by economic troubles. In other parts of the world, footwear company Payless Shoe Source Inc., has been performing well in Canada and South America. As companies in these mature industries continually look for ways to compete effectively, U.S. apparel and footwear manufacturers have increasingly moved their production facilities to lower-cost locations outside of the United States. Although some manufacturers have moved operations completely offshore, others are retaining a few production facilities in the United States to manufacture products requiring a quick turnaround time.
Enough about what my company is about you probably want to hear a little about me. I have been in the sports world for about a decade play college to professional basketball overseas. I have always dream of owning a company as big as Nike and Adidas but I know to get to that level hard work and dedication is needed. I started my company the same way Nike did with just an idea that turn into a logo that represent my legacy. Not everyone can have a Michael Jordan that revolutionize sport world and footwear industry. I was 1 of 5 son of a single Mother that work 3 jobs to make ends meat. I learned from her hard work and dedication to her family that anyone in this world can make It with none stop determination and drive at what they love to do, her love was us my love in this brand. I have 7 kids myself 5 girls and 2 sons that push me every day to being the person I am today. This is everything to me and I will stop at nothing to make this my legacy will you help make it yours to.