Did I come up with a marketing plan so I could carry a Birkin everyday? No... I came up with a plan for me to carry a bag, and it JUST so happens that it ONLY makes sense for it to be a Birkin. Here's the plan.

     I am sure you will be seeing a lot of media content along with this, but I figured I would preface it with the backstory behind it. This is my Birkin Marketing Plan. First, we have to source one that is worn enough to be priced low enough. It took a couple of weeks of digging around (sorry Josh<3) but it's finally here...we found a burgundy red togo leather Birkin 30 with palladium hardware. It has some leather paint touch-ups, we got it at a great deal, and it is big enough for me to carry everyday. 

     The next step - paint on it. A Birkin bag carries an idea of exclusivity, wealth, and rarity, but we're hijacking this symbolism. By painting on it, we're subverting that very meaning. We're making you look twice, talk, and remember it. We're not just splatter-painting a $10,000 bag, we're painting our website on it - simple, to the point, and curiosity-inducing. It's a walking billboard, but the ad is embedded in something people already want to look at. If I see someone carrying a bag of this caliber with a website painted on it, I'm looking up the website, talking about it, and even taking a photo if I can. That's the goal - organic word-of-mouth, website sessions, and content. It's crazy enough that it might actually work. 

     It aligns with our brand as well, reinforcing that we are approachable and willing to have personality. It's shocking, intriguing, and I get to carry a Birkin. Everyone wins! I'm kidding... as much as I do love my Baggu bag I carry everyday (yes, I really love it and the staff all have cooler collections than me), I think that this idea can establish us as a brand in an organic way by showing that we have personality in a traditionally unapproachable, gate-kept luxury environment. 

     We can, and eventually will, sell the bag, but for now it is The 17th St Birkin. I hope that name starts to stick. I would like to thank my business partners for agreeing to this crazy idea and letting me carry this bag. Content will be coming very soon! Our next step is to paint the bag...stay tuned!

I love you all.

Alex Kuralt

p.s. congratulations to my twin sister, Alli, on her engagement to Jacob! I love you two, have fun in Ireland!