Elaine Matthias: Fi Fabrics

 Mission Statement: Fi creates affordable design options for home, garden and the everyday….for those who don’t have the time or the budget, but love the look.


About us: Fi was born from my love of flea markets and vintage fabrics. Each season, I will issue five fabrics that can be purchased by the yard. There will also be a select number of small batch products available for sale that will be made from these fabrics. My retail strategy will be complimented with select vintage items for sale.

Assets: Local flea market retail space (Brooklyn Flea, Artists and Flea), Etsy, Website, Wholesale relationships.


Audience: My target audience is comprised of women in their 20s and 30s who have some sewing and DIY skill and are looking for distinctive fabric goods. Additionally, my audience is also comprised shoppers who appreciate the aesthetic of the fabrics and the handicraft of the small batch goods but are too busy to create themselves.



-Consumer (users)- the consumer wants to know that they are receiving a great product that is worthy of the expense. They want to know that they are not purchasing more "stuff", but instead are purchasing a lifestyle piece that they can live with for many years to come, that they will not want to part with because the style changes or the piece begins to look shabby. The outreach language should be "sales" oriented. 

         - Quilting consumer: this is a sub-audience that I am less familiar with.

- Influencers- the influencer is a DIY voice in social media- bloggers, tweeters, and other media producers that are curating an online experience that encapsulates his/her personal aesthetic and sharing it with the costumer. The outreach language should be focused towards how my participation will appeal to their core fan base. The language could also appeal to my consumer base by encouraging them to try a new learning/knowledge resource

         - Local Influencers- what role would local influencers play in my outreach?

- Potential talent- Co-branding opportunities through DIY workshops/podcasts or sharing retail space with others making small batch products. 


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