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CHAPTER 3
INDUSTRY & MARKET ANALYSIS

Industry Background: (Fashion Industry)

 Market Share
 Market growth
 Market trend
Fashion is a popular style or practice, especially
in clothing, footwear, accessories, makeup, body, or furniture. Fashion is a distinctive and often habitual
trend in the style in which a person dresses. It is the prevailing styles in behavior and the newest
creations of textile designers. Because the more technical term costume is regularly linked to the term
"fashion", the use of the former has been relegated to special senses like fancy
dress or masquerade wear, while "fashion" generally means clothing, including the study of it. Although
aspects of fashion can be feminine or masculine, some trends are androgynous.
What defines the fashion industry is largely based on the functions of the individuals who
comprise it-designers, stores, factory workers, seamstresses, tailors, technically skilled embroiderers,
the press, publicists, salespersons (or "garmentos"), fit models, runway models, couture models, textile
manufacturers, pattern makers, and sketch artists. The notion of fashion as solely fulfilling a need is
past, as the modern apparel industry finds its purpose in the conception, production, promotion, and
marketing of style on the basis of desire.
Shells along with gravel are used for building roads is some areas and lines from shells is a vital
component in the production at concrete and plaster. Seashells are an important part of biological
beach process as well as an important part of human culture.
Acshrllsories and shellvenirs come up with an idea to use the seashells to make our product. We
see the potential and the beauty of the shell, so we decided to use it to be our product specificaly
accessories and souvenirs.

Customer Profile: (Kindly present this in paragraph)

 Gravitate to “Lifestyle Brands”
 Loyal customer base
 Better educated, wealthier customer
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 Willing to pay higher price for higher quality
Demographics:
 12 years and above
 Student, worker, and un-employed
 Both male and female
Buying Habits:
 Does not rush to make a purchasing decision.
 Spend time on Facebook and Fashion sites.
 Uses mobile phone for texting, talking and its mobile application.

Market Segmentation:

Acshellsories and Shellvenirs

Accessories and Souvenirs

Boys Girls

Businessmen Businessmen
Students /Workers Students /Workers

Souvenirs Souvenirs Head piece Head piece

Necklace Necklace

Bracelet Bracelet
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Competitor Profile: (Elaborate more on this)
Collection and evaluation of information on competitors essential to form successful strategy
formation.

Product Description: (Transfer this to Chapter 4-Marketing Plan)

The acshellsories and shellvenirs is a company that produces accessories and souvenirs made up
of shells. We made these shells more durable, efficient, and more attractive to satisfy our customers
desires. This company aims you to become more in and out of the fashion. It will make you feel pleasant
looking to the people arround you, and will make you feel more comfortable to wear it. We will also
help you remisce everything, all your throwback moments and events in a part of a place that you have
been through, with our product (acshellsories and shellvenirs). These things are made highly and
amazingly with quality and afordability.

Primary Product/Service:
An accessories and souvenir made up of shells. This product of ours aims to preserve and show
the beauty and the uses of the shell.
SWOT Analysis:
S W
-unity of the group - delivery
- low start up cost - high price for long distance
- highly quality product - does not spend much money on advertising
- uniqueness - brand awareness
- open minded - unfamiliar business to local
- creative

O T
- online marketing - new market
- new shop in the best location - easy to copy
- following some trends - local competition
- minimal competition - companies with wider range
- no religion restriction at audience on social media.
- easy partnership