1. My Trinh & Ashlyn Barnhart
Shinola
My Trinh & Ashlyn Barnhart

2. 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
Shinola, which takes its name from the resurrected shoe polish brand, is a relatively young company that specializes in bicycles, watches and leather goods, many of which are made in Detroit, or at least assembled in Detroit.

3. 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”

4. Demographic Change Young Millennials (College students)
More expensive but better quality

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

6. Opportunities and Threats
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.
Opportunities: (expand bicycle advertisement)
Forbes article on “Millennials Prefer Quality Over Convenience, Reveals New Survey”
Threats: Skagen Denmark, Richemont, Marc Jacobs

7. 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

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

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

10. Emma Watson British actress, model, and activist.
Appeals to the young professionals of the world
Graduated from Brown University with a bachelor's in English literature
Fashion consultant for People Tree
Heavily involved in the united nations

12. 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 e-commerce 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

13. Marketable products:
(Woman) Medium shopper tote $595 (durable and good leather quality)
Kate Spade $378
(Men) Watch $650
Citizen watch $375