Tunnel Vision

Executive Summary

The Media Planner and Buyer plan is presented for Tunnel Vision, an independent, small business that operates out of Los Angeles, California. The brand's team consists of 10 full-time and three part-time workers, sold only through e-commerce. Tunnel Vision sells a variety of 90s-inspired and grunge-inspired alternative clothing and accessories, as well as rag-house vintage. The sizes of the products range from XXS-5X. Initially founded in 2012, Madeline Pendleton started a business inspired by her love for music, subculture, and youth culture. "I'm a millennial, but I love Generation Z and how much their personal style reflects their values and ethics. It's like all of my favorite parts of the punk community from my youth have become more center-stage in Generation Z, without all of the tribalism that divided us into 'jocks and preps vs goths and freaks' or whatever." — Madeline Pendleton. 

All products can be found on Tunnel Vision's website, shoptunnelvision.com. 

Tunnel Vision's pricing structure is tied to its commitment to sweatshop-free manufacturing and labor, livable wages, and donations to LGTBQ+ movements and Black Lives Matter Los Angeles. Sales are occasionally run, giveaways are hosted, and all items are listed in small-batch, limited runs. Additionally, a "buy-back" program is offered for qualifying products— any old Tunnel Vision brand items that are no longer eligible for exchanges are evaluated on a case-by-case breakdown, and customers can make money off their old items. Social media and online marketing will be important in developing Tunnel Vision's business.

Ultimately, the goal of Tunnel Vision's mission is to preserve youth culture and celebrate it alongside subcultures that have long been shamed and torn down. Long term, Tunnel Vision will expand its team and open itself to opportunities to release more designs at a time.