Case File: Beau & Arrow Part 1

(Packaging)
ATTENTION: While you are encouraged to research the company, please do
NOT contact the company directly — including by phone or email. Contacting the
company could impede the business's day-to-day work and is not necessary for
completing the case study.

CASE PROMPT: How do I create a customer experience through shipping?

Overview
· Vogue looks without the price"
· Sells retail in store and on web across the US
· Needs packing material that will protect their product, be lightweight, and help market the
company

Description
Beau & Arrow sells "vogue looks without the price" at a store in The Boxyard in Tulsa,
Oklahoma.
The store location sells casual clothing, a few formal clothing items, and accessories,
including shoes, jewelry, and sunglasses.
The price point ranges from $15 to $100 for an item of clothing. Many items can be
purchased in the $30 to $50 range.
Beau & Arrow also has a healthy online following. They sell and ship mainly
lightweight clothing items through their online shop and occasionally ship shoes.
Target Market
· Women, mid-20s to mid 40s, who desire to be fashionable.

· Women who are shopping for fun, fast-fashion pieces and have adequate disposable
income

Web / Contact
· https://facebook.com/BeauandArrowUSA/

Case Notes
The client has previously used colors of light pink, hunter green, or gray in the Beau &
Arrow packaging designs, but she is completely open to any color scheme in
packaging.

Although fast assembly of shipping items is not required, it’s always a plus.

Requirements
All packaging must:
· Fit in a 10X13 poly envelope, the standard shipping envelope for Beau & Arrow, chosen
for its lightweight and durability
· Brand - Represent the company, have the "look" of the brand, and appeal to target
segment
· Be lightweight - All shipping items AND the clothing item together typically weigh less
than 16 ounces
· Fit the client’s budget - the client has a maximum budget of $.50 (50 cents) for all
packing materials per shipment, including the envelope (see below for details).
· Be durable - it must not be breakable or easily destroyed during shipping.
· WOW the customer

Client Budget
· Maximum $.50 TOTAL PER SHIPMENT for all packaging and shipping items used.
· This includes the poly mailer, any paper, tissue, custom items, etc.
· The client has noted that she will be able to purchase at least a quantity of 1,000 (of
each item) for packaging materials, so use a quantity of 1,000 when looking up bulk-
purchase quotes.
Discussion Questions
· Consider a world without social media (such as Instagram and Facebook). Do you think
Beau & Arrow would spend this much effort changing packaging without the ability for
customers to share photos on social media?
· Were you familiar with the unboxing trend before this case?
· After completing this case, are there companies that you recognize as using their packaging
for the purpose of marketing?
e
Who has received a product in the mail recently that had cool or memorable
packaging? What did the company do to make it memorable? What was your
reaction - did you share it with anyone? Did it make you more likely to
repurchase?
· (For a side discussion about cost and economies of scale) What did you notice about
getting quotes—How much did the price per unit decrease when you increased the
quantity? How might this create a competitive advantage for a large company?