Mission Statement:
The Hammered Cobbler, by Saffer and Nash, is an accessories LLC specializing in customized, hand crafted, luxury footwear for men.
The flagship store will be located in the heart of the East Village in New York City. Prospective secondary locations, which will open as the company grows, include Denver, San Francisco, Austin, and Seattle.
The Hammered Cobbler footwear is sewn, lasted, and constructed in house in order to pro-vide completely customized footwear. All of the materials sourced by Saffer and Nash are from specially selected manufacturers who share the principles that the company builds its business around. The Hammered Cobbler sources high quality calf hide and split hides from respected, United States based tanneries. The durable brass hardware is sourced from local hardware manufacturers. The Hammered cobbler attains its construction materials including nylon thread, Bontex, soling leather, shanks, and lasts from Kaufman, a shop located in Soho, NYC.
The Hammered Cobbler’s is a lifestyle brand which offers a unique shopping experience. With the goal of bringing this moral design back in style, Hammered Cobbler, as cobbler shop and gastropub has created a concept that goes well beyond polishes and mass production. By cul-tivating a product line, voice and destinations, Hammered Cobbler will expand into all realms of the modern dandy: Fashion, Music, Lifestyle, Art, and others.
Clients customize their own luxury footwear at a store/ speakeasy. Men will be attracted to this comfortable, enjoyable atmosphere because it will feel more like a men’s club than a stan-dard shopping experience. Customer relationships will be established through stellar customer experience, thereby creating a positive, universally recognized brand image with a loyal clien-tele base. Our prices will reflect the luxury materials, skilled craftsmanship, and care that in embeded in our products. Prices range from $800- $1200. The classic styles and high tensile strength withstand trends and ware. The Hammered Cobbler Footware is built to last a life-time.
Product/ Service:
The Hammered Cobbler’s offers a unique shopping experience in which clients customize their own luxury footwear at a store/ speakeasy. Customers will be able to select from a va-riety of different outer and sole styles, calf hides and splits, nylon thread colors, eyelits, and shoelaces. Outer styles include the following classic shapes: oxford, monk strap, lace-up boot, chelsea man boot, and loafter. Sole styles consist of the lug sole, classic leather sole, and boat sole. Color choices range between seasons. The fall/ winter color story is that of darker tones; blacks, navy, grey, and brown. In the spring/ summer seasons, color choices consist of tan, brown, back, and a bright seasonal hue. Customers can select gold, brass, or silver eyelits. Laces are offered in suede and classic woven wax cotton. All of the options enable the Hammered Cobbler customer to create a product theat is uniquely their own.
With the goal of bringing this moral design back in style, Hammered Cobbler, as cobbler shop and gastropub has created a concept that goes well beyond polishes and mass pro-duction. By cultivating a product line, voice and destinations, Hammered Cobbler will ex-pand into all realms of the modern dandy: Fashion, Music, Lifestyle, Art, and others. The classic styles and high tensile strength withstand trends and ware. The Hammered Cobbler Footware is built to last a lifetime.
Marketing Objectives:
Generate sales of footwear and liquor
Create awareness of brand
Establish a loyal customer following
Target:
Men, 26-50
White collar, enjoys the bar atmosphere
The Intelligent Customer: This man is a sophisticated with an understanding of quality craftsmanship.
Sociable: Enjoys being surrounded by others. This man has interests outside of work. He is quirky and has a sense of humor.
The Hammered Cobbler Customer stays up to date on trends by reading magazines, such as GQ as well as blogs. He is active on twitter, Facebook, Instagram, and other forms of social medua. He is influenced by pop-culture.
This man takes pride in his appearance. He wares products that reflect his understanding of quality. He cares both for and about that which he wears.
By wearing luxury footwear, this man is informing others of his success and thereby attaining respect. Because this man looks successful, he is likely to achieve success in the workforce.
Global Target Market:
United States: Men, ages 26-50, high disposable income
HH U.S. Median Income: $51,017
HH Median Income of Hammered Cobbler: $150,000
Brand Character:
Timeless
Intelligent
Sophisticated
Classic
Luxurious
Durable
Unique
Support for Product:
Created to fit individual customer needs
Unique customer experience
Luxurious materials
High-quality craftsmanship
Brings the manufacturing process back home to the United States
Name appeals to the classic yet quirky customer