PRD

Product Requirements Document (PRD)

Armato - Fashion & Utility E-commerce Platform

Version: 1.0

Date: December 2024

Document Owner: Product Management Team

1. Product Overview and Objectives

1.1 Mission Statement

Armato aims to dominate the concealed carry apparel niche by providing the first comprehensive clothing line that enables 21+ million Americans to stay armed, comfortable, and stylish simultaneously, eliminating the forced choice between personal protection and wardrobe satisfaction.

1.2 Business Objectives

  • Primary Goal: Achieve 1% market share in the leisure and comfort clothing market
  • Target Market: 21+ million concealed carry Americans across diverse age demographics
  • Revenue Model: Direct-to-consumer sales with multi-channel distribution
  • Competitive Advantage: Patent-protected waistband technology with minimalist styling

1.3 Product Vision

A complete digital ecosystem supporting a specialized apparel brand that seamlessly transitions users between casual and semi-formal settings while maintaining comfort, security, and style for concealed firearm carriers.

2. Target Audience

2.1 Primary Users

  • Demographics: Adults 21+ who carry concealed firearms legally
  • Psychographics: Value comfort, security, and fashion; active lifestyle; prioritize mobility
  • Pain Points:
    • Uncomfortable choices between carrying and dressing well
    • Constant clothing adjustments throughout the day
    • Risk of leaving weapons at home due to wardrobe limitations
  • Behavioral Patterns: Daily concealed carry, frequent activity transitions, quality-conscious consumers

2.2 User Personas

Primary Persona: "Active Defender"

  • Age: 25-55
  • Lifestyle: Active professional who transitions between work, social, and recreational activities
  • Needs: All-day comfort, professional appearance, secure weapon retention
  • Current Frustrations: Limited clothing options that accommodate concealed carry

3. Core Features and Functionality

3.1 E-commerce Platform Core Features

3.1.1 Product Catalog Management

  • Product Display System

    • High-resolution image galleries with zoom functionality
    • 360-degree product views for detailed inspection
    • Size charts with concealed carry specific measurements
    • Material composition and care instructions

  • Inventory Management

    • Real-time stock tracking across all SKUs
    • Automated low-stock alerts
    • Seasonal collection management
    • Product lifecycle tracking

3.1.2 Shopping Experience

  • Product Discovery

    • Category-based navigation (Pants, Shirts, Hoodies, Accessories)
    • Style-based filtering (Casual, Semi-formal, Active)
    • Carry-position compatibility filters
    • Size and fit recommendations engine

  • Shopping Cart and Checkout

    • Persistent cart across devices
    • Guest checkout option
    • Multiple payment methods (Credit/Debit, PayPal, Apple Pay, Google Pay)
    • Shipping calculator with delivery options
    • Order summary with detailed pricing breakdown

3.1.3 User Account Management

  • Account Registration/Login

    • Email/password authentication
    • Social login options (Google, Apple, Facebook)
    • Password recovery system
    • Account verification via email

  • User Profile Management

    • Personal information management
    • Shipping address book (multiple addresses)
    • Payment method storage (tokenized)
    • Order history and tracking
    • Wishlist functionality
    • Size preferences and fit notes

3.2 Multi-Channel Integration

3.2.1 Shopify Primary Platform

  • Storefront Features
    • Responsive design optimized for mobile and desktop
    • SEO-optimized product pages
    • Blog integration for educational content
    • Customer review and rating system

3.2.2 Amazon Store Integration

  • Amazon Marketplace Management
    • Product listing synchronization
    • Inventory level synchronization
    • Order fulfillment integration
    • Customer service ticket routing

3.2.3 TikTok Shop Integration

  • Social Commerce Features
    • Product tagging in video content
    • Influencer collaboration tools
    • Social proof integration
    • Mobile-optimized checkout flow

3.3 Customer Support System

  • Support Channels

    • Live chat integration
    • Email ticket system
    • FAQ and knowledge base
    • Video guides for fit and styling

  • Specialized Support Features

    • Concealed carry specific sizing guidance
    • Fit consultation scheduling
    • Product customization requests
    • Return/exchange processing for specialized requirements

4. Technical Stack Recommendations

4.1 Frontend Technology

Recommended: React.js with Next.js

  • Rationale: Server-side rendering for SEO optimization, excellent performance, large ecosystem
  • Alternative: Vue.js with Nuxt.js (lighter learning curve, similar capabilities)

4.2 E-commerce Platform

Recommended: Shopify Plus

  • Rationale: Built-in e-commerce functionality, multi-channel management, scalable infrastructure
  • Integration Requirements: Custom apps for specialized features, API integrations for Amazon and TikTok

4.3 Backend Services

Recommended: Node.js with Express.js

  • Database: PostgreSQL for transactional data, Redis for caching
  • File Storage: AWS S3 for product images and documents
  • CDN: CloudFlare for global content delivery

4.4 Third-Party Integrations

  • Payment Processing: Stripe (primary), PayPal (secondary)
  • Shipping: ShipStation for multi-carrier shipping management
  • Analytics: Google Analytics 4, Shopify Analytics
  • Email Marketing: Klaviyo for automated campaigns
  • Customer Support: Zendesk or Intercom

5. Data Models and Architecture

5.1 Core Data Entities

5.1.1 Product Data Model

Product {
  id: UUID (primary key)
  name: String (required)
  description: Text
  category: Enum ['pants', 'shirts', 'hoodies', 'accessories']
  style_type: Enum ['casual', 'semi-formal', 'active']
  carry_compatibility: Array<String> ['appendix', 'hip', 'small_of_back']
  price: Decimal (required)
  cost: Decimal
  sku: String (unique, required)
  inventory_count: Integer
  images: Array<Image>
  sizes: Array<Size>
  materials: Array<Material>
  care_instructions: Text
  is_active: Boolean
  created_at: Timestamp
  updated_at: Timestamp
}

5.1.2 User Data Model

User {
  id: UUID (primary key)
  email: String (unique, required)
  password_hash: String
  first_name: String
  last_name: String
  phone: String
  birth_date: Date
  carry_preference: Enum ['appendix', 'hip', 'small_of_back', 'other']
  size_preferences: JSON
  email_verified: Boolean
  created_at: Timestamp
  updated_at: Timestamp
  addresses: Array<Address>
  payment_methods: Array<PaymentMethod>
}

5.1.3 Order Data Model

Order {
  id: UUID (primary key)
  user_id: UUID (foreign key)
  order_number: String (unique)
  status: Enum ['pending', 'processing', 'shipped', 'delivered', 'cancelled']
  subtotal: Decimal
  tax_amount: Decimal
  shipping_amount: Decimal
  total_amount: Decimal
  currency: String (default: 'USD')
  shipping_address: JSON
  billing_address: JSON
  payment_method: JSON
  items: Array<OrderItem>
  created_at: Timestamp
  updated_at: Timestamp
}

5.2 Integration Data Flow

  • Inventory Synchronization: Real-time sync between Shopify, Amazon, and TikTok
  • Order Processing: Centralized order management with channel-specific fulfillment
  • Customer Data: Unified customer profiles across all channels

6. User Interface and Design Principles

6.1 Design System

Brand Identity:

  • Visual Style: Minimalist, professional, masculine-leaning but inclusive
  • Color Palette: Earth tones with tactical-inspired accents
  • Typography: Clean, readable fonts that convey trust and professionalism
  • Photography Style: Lifestyle-focused showing real-world usage scenarios

6.2 Key UI Components

6.2.1 Product Pages

  • Hero Image Section: Large, high-quality product images with zoom capability
  • Product Information Panel: Clear pricing, size selection, and key features
  • Concealed Carry Specifications: Dedicated section highlighting carry compatibility
  • Social Proof: Customer reviews focused on comfort and functionality
  • Related Products: Cross-sell complementary items

6.2.2 Category Pages

  • Filter System: Intuitive filtering by size, style, carry position, and activity type
  • Product Grid: Clean grid layout with key information visible at a glance
  • Sorting Options: Price, popularity, newest, customer rating

6.2.3 Mobile Optimization

  • Touch-Friendly Interface: Large buttons and easy navigation for mobile users
  • Mobile Checkout: Streamlined single-page checkout process
  • Progressive Web App: App-like experience for returning customers

7. Security and Compliance Considerations

7.1 Data Security

  • Payment Security: PCI DSS compliance for payment processing
  • Data Encryption: SSL/TLS for data in transit, AES-256 for data at rest
  • Authentication: JWT tokens with secure session management
  • Privacy Compliance: GDPR and CCPA compliant data handling

7.2 Specialized Security Considerations

  • Customer Discretion: Anonymous browsing options for privacy-conscious users
  • Secure Communications: End-to-end encryption for customer support communications
  • Data Minimization: Collect only necessary information for concealed carry community

7.3 Business Compliance

  • Age Verification: Ensure customers meet legal age requirements (21+)
  • Geographic Restrictions: Comply with state-specific concealed carry regulations
  • Product Liability: Clear disclaimers about proper use and safety considerations

8. Development Phases and Milestones

8.1 Phase 1: Foundation (0-6 months)

Core Deliverables:

  • Shopify store setup with custom theme
  • Core product catalog (pants line)
  • User account system
  • Payment processing integration
  • Basic inventory management
  • Customer support system

Technical Acceptance Criteria:

  • Responsive e-commerce site with <3 second load times
  • Secure user registration and authentication system
  • Payment processing with 99.9% uptime
  • Inventory tracking with real-time updates
  • SSL certificate and security audit completion

8.2 Phase 2: Expansion (6-18 months)

Core Deliverables:

  • Complete product line (shirts, hoodies, accessories)
  • Amazon and TikTok shop integration
  • Advanced analytics and reporting
  • Email marketing automation
  • Customer loyalty program
  • Mobile app (optional)

Technical Acceptance Criteria:

  • Multi-channel inventory synchronization
  • Automated email campaigns with >25% open rates
  • Customer analytics dashboard
  • Mobile app with native features (if developed)
  • API integrations with 99.5% uptime

8.3 Phase 3: Market Leadership (18+ months)

Core Deliverables:

  • Advanced personalization engine
  • B2B wholesale portal
  • International shipping capabilities
  • Advanced analytics and AI recommendations
  • Community platform integration
  • Subscription service offerings

Technical Acceptance Criteria:

  • AI-powered product recommendations
  • B2B portal with custom pricing
  • International shipping calculation
  • Community features with user-generated content
  • Subscription billing system

9. Technical Challenges and Solutions

9.1 Inventory Management Across Channels

Challenge: Maintaining accurate inventory levels across Shopify, Amazon, and TikTok Solution: Implement real-time inventory synchronization with buffer stock management and automated oversell prevention

9.2 Specialized Sizing and Fit

Challenge: Concealed carry apparel requires different fit considerations Solution: Develop custom sizing tools with carry-position specific measurements and fit recommendation engine

9.3 Customer Privacy Requirements

Challenge: Concealed carry customers may require additional privacy Solution: Implement anonymous browsing, discrete packaging options, and enhanced data protection measures

9.4 Seasonal Demand Fluctuations

Challenge: Potential seasonal variations in concealed carry apparel demand Solution: Implement demand forecasting algorithms and flexible inventory management system

10. Performance and Scalability Requirements

10.1 Performance Targets

  • Page Load Speed: <3 seconds for all pages on desktop, <4 seconds on mobile
  • Uptime: 99.9% availability during business hours, 99.5% overall
  • Checkout Completion: >70% cart-to-purchase conversion rate
  • Search Response: <500ms for product search queries

10.2 Scalability Considerations

  • Traffic Handling: Support for 10,000 concurrent users during peak periods
  • Database Performance: Optimized queries for product catalog and order processing
  • CDN Implementation: Global content delivery for product images and static assets
  • Auto-scaling: Cloud infrastructure that scales with demand

11. Analytics and Success Metrics

11.1 Key Performance Indicators (KPIs)

  • Business Metrics:

    • Revenue growth rate (target: 300% year-over-year)
    • Customer acquisition cost (CAC)
    • Customer lifetime value (CLV)
    • Average order value (AOV)

  • Technical Metrics:

    • Site performance scores
    • Conversion rates by channel
    • Cart abandonment rates
    • Customer support resolution times

11.2 Analytics Implementation

  • Google Analytics 4: Comprehensive e-commerce tracking
  • Shopify Analytics: Platform-specific performance metrics
  • Custom Dashboard: Unified view of multi-channel performance
  • A/B Testing Platform: Continuous optimization of user experience

12. Future Expansion Possibilities

12.1 Product Line Extensions

  • Adjacent Markets: Security professionals, outdoor enthusiasts, military personnel
  • Complementary Products: Holsters, belts, tactical accessories
  • Custom/Bespoke Services: Made-to-measure concealed carry apparel

12.2 Technology Enhancements

  • Augmented Reality: Virtual try-on capabilities for better fit assessment
  • AI Personalization: Machine learning-driven product recommendations
  • IoT Integration: Smart fabric technology for enhanced comfort and functionality
  • Mobile App: Native iOS and Android applications with enhanced features

12.3 Market Expansion

  • International Markets: Countries with legal concealed carry regulations
  • B2B Sales: Law enforcement agencies, security companies
  • Retail Partnerships: Physical presence in tactical and outdoor retailers

13. Risk Assessment and Mitigation

13.1 Technical Risks

  • Third-party Dependencies: Platform changes affecting integrations
  • Security Breaches: Customer data protection failures
  • Performance Issues: Site slowdowns during high-traffic periods

13.2 Business Risks

  • Regulatory Changes: Modifications to concealed carry laws
  • Market Competition: New entrants with similar offerings
  • Supply Chain Disruptions: Manufacturing and material sourcing issues

13.3 Mitigation Strategies

  • Technical: Redundant systems, regular security audits, performance monitoring
  • Business: Diversified supplier base, legal compliance monitoring, competitive analysis

14. Documentation and Support Requirements

14.1 Developer Documentation

  • API Documentation: Complete REST API documentation with examples
  • Setup Guides: Environment setup and deployment procedures
  • Code Style Guide: Consistent coding standards and best practices
  • Testing Procedures: Automated testing requirements and manual testing protocols

14.2 User Documentation

  • Admin Manual: Complete guide for managing the e-commerce platform
  • Customer Support Scripts: Standardized responses for common inquiries
  • Training Materials: Staff training for concealed carry specific customer needs

This PRD provides a comprehensive foundation for developing Armato's e-commerce platform, with specific focus on the unique requirements of the concealed carry apparel market while maintaining scalability for future growth phases.