Inkwell Tides Pullover Ideation Evaluation

Walker Heritage Rugby Pullover - Evaluation Matrix

"Walker's voice, made visible. Memory, made wearable. Legacy, made inevitable."

Evaluation Instructions

Purpose: This form evaluates the Walker Heritage Rugby Pullover using the precise criteria outlined in the Ideation & Idea Selection Process (Pages 6-7).

Scoring System: Rate each criterion on a scale of 1-10, where:

1-3: Poor alignment / Significant concerns
4-6: Moderate alignment / Some concerns
7-8: Strong alignment / Minor concerns
9-10: Exceptional alignment / No concerns

Decision Threshold: The weighted total score must be 9.0 or higher to receive GREEN LIGHT approval for production.

Note: All participant responses will be aggregated into a master CSV file sent to sir@saluminternational.com for comprehensive analysis.

Evaluator Information

Full Name *

Email Address *

Role/Perspective *

Phase 2: Selection Criteria Matrix

Evaluation Criteria & Weights

Criterion

Weight

Assessment Focus

Brand Narrative Alignment

25%

Perfect Walker embodiment - connects to all heritage touchpoints

Market Differentiation

20%

Unique category positioning - blue ocean opportunity

Production Feasibility

15%

Straightforward construction - 90-day timeline achievable

Margin Potential

15%

65-70% margins achievable ($95 cost / $375 retail)

Versatility

10%

Seamless across three contexts (boardroom/leisure/coastal)

Social/Content Value

10%

Highly photographable - "heritage fits" social strategy

Customer Adoption Likelihood

Accessible price point - clear value proposition

1. Brand Narrative Alignment (25%)

Does the Heritage Rugby Pullover perfectly embody Walker's complete journey from 1834 to present?

Overall Score (1-10) *

Narrative Justification: How does the rugby pullover connect to Walker's heritage story?

2. Market Differentiation (20%)

Does this piece occupy a unique category position (elevated heritage sportswear rooted in Black American narrative)?

Overall Score (1-10) *

Competitive Analysis: How does this differ from existing luxury knitwear, athleisure, or streetwear?

3. Production Feasibility (15%)

Can this be produced with straightforward construction within a 90-day timeline?

Overall Score (1-10) *

Production Assessment: Evaluate material sourcing, construction complexity, and timeline risks

4. Margin Potential (15%)

Can 65-70% margins be achieved ($85-110 cost / $325-395 retail)?

Overall Score (1-10) *

Financial Analysis: Assess cost structure and pricing strategy viability

5. Versatility (10%)

Does the piece work seamlessly across boardroom, leisure, and coastal contexts?

Boardroom Context (1-10) *

Leisure Context (1-10) *

Coastal Context (1-10) *

Overall Versatility (1-10) *

Versatility Assessment: How does the rugby transition across Walker's three environments?

6. Social/Content Value (10%)

Is this highly photographable and ideal for "heritage fits" social strategy?

Overall Score (1-10) *

Content Strategy: How will this drive organic discovery and community building?

7. Customer Adoption Likelihood (5%)

Is the $325-395 price point accessible with a clear value proposition?

Overall Score (1-10) *

Customer Psychology: Will target market ($150K+ income) see clear value and make first purchase?

Phase 1: Emotional Resonance Testing

Score the Heritage Rugby Pullover against Walker's seven emotional touchpoints (1-10 scale):

1. Hidden Origin

Does it acknowledge erasure? Does it honor the 1834 hidden child?

Score (1-10) *

2. Survival Strategy

Does it give permission to be seen? Does it honor resilience?

Score (1-10) *

3. Migration Pattern

Does it travel? Does it adapt across contexts (VA → DC → MV)?

Score (1-10) *

4. Entrepreneurial Necessity

Does it signal self-made excellence? Does it honor George's business acumen?

Score (1-10) *

5. Excellence Burden

Does it relieve or honor the burden? Does it allow unapologetic presence?

Score (1-10) *

6. Interrupted Legacy

Does it last generations? Is it built for inheritance?

Score (1-10) *

7. Future Claiming

Does it look forward? Does it claim space for descendants?

Score (1-10) *

Emotional Resonance Summary: Overall emotional alignment assessment

Decision Framework: Green/Red Light Indicators

Green Light Indicators Assessment

Evaluate whether the Heritage Rugby Pullover meets each GREEN LIGHT criterion (Yes/No + Commentary):

✓ Scores 9+ on Brand Narrative Alignment