research & proposal for whimsical fashion multi-label concept store, biaten
DESCRIPTION
Group Studio Project Members names on cover. Year 2 for BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the ArtsTRANSCRIPT
Biate Concep Sto Presented by Bini, Kat & Jia En���Group Studio Project with Adrian Huang & Gilles Bernadou���
Proble
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Biaten is a concept store that provides quality services as well as whimsical, exclusive, modern creative local designer fashion to women from their 20s to 50s.
Conten Concept/USP
USP
Logo
Objectives
Market Analysis
PEST
Porter’s 5 Forces
Target customers
Market Segmentation
Competitors Analysis
Market Positioning
SWOT
Marketing Plan: 4Ps
Monthly Budget
References
Alic h Wonde-city A concept inspired by Tim Burton’s Alice in Wonderland film. We encourage our customers to be like the Alice in overcoming obstacles, to be the person she’s meant to be.
Moschino’s inspiration Federico Fellini Clown
Concep
Whimsical & Modern.
Alice in the Wonder-city.
Fashion boutique with consulting services
Cupcake store - an exclusive high tea space
Moodswings Moscow boutique
Mad-hatter party inspired cupcake designs
Bran & Diffeentiatio Product
Unique design not found elsewhere
Interior
Unique whimsical interior that is novel and fresh in Singapore.
Experience
Enjoyable, happy &,fun. Combination of fashion, cupcake café,
interesting interior only found at Biaten,
Our sustainable competitive advantage: Constant sourcing of outstanding designers from
both local & abroad design institutes. Constant customer
feedback
Missio, Visio Mission statement:
" A modern whimsical brand that is passionate about educating and delivering daring and creative fashionable looks.
Vision statement:
" To be a global brand, with stores established in all major continents, starting with asia.
Objectie
" Increase awareness of local designers
" Encourage local consumers to be more daring and creative in their dressing.
" To constantly keep consumers curious and anticipate in-store developments and products.
POLITICAL • Government (STB) supports local designers in the form of Audi Fashion Festival’s Star Creation. • Promotes awareness for local designers.
ECONOMICAL • Increase in the disposable income (BMI Singapore Retail Report 2011) opportunity for Biaten to enhance profit margins.
SOCIAL • Lifestyle changes; increasing fashion awareness and dare to try new styles. • According to GLM, Singapore is top 8th most fashionable city in the world in 2011. • Increase in affluent consumers; tourist & locals.
TECHNOLOGICAL • Mobile technology • Increase IT literacy of both managers and consumers to achieve a more intelligent application of IT – humanizing relationship between customer and brand.
Analysi
Materialistic !entrepreneur!
New Age! Family!
Family-oriented! traditional!
The Dreamer!
Entrepreneurial !Strivers!
The Aspirer!
Modern !Pragmatists!
The! Independent!
The Dreamers!
The Aspirer!
Positioning statement:!
To modern women who care about their image and keep up with trends"
BIATEN is a multi-label concept store that provides stylish branded local designer clothes at medium-high range price"
Segmentation! Targeting! Positioning!
BIATEN!
Entrepreneurial !Strivers!
Survey source: Trend Trackers , Published Straits Times 26/03/2009
Biate Marke Analysi
The target segment is selected based on :!
• Size: 46.9%"• Growth characteristics"• Structural attractiveness: High
disposable income on fashion, new trends and socializing."
• Compatibility with company objectives and resources: Persuasive and trend-setters."
Decreased compared to 2001
Increased compared to 2001
Source: ‘8 types of Singaporeans’
Evaluating egments
Targe Custome emographic & Psychographic
Primary consumers:
Tourist & Expatriates
Early 20s – 50s
Stylish Quirky Daring
Contemporary
Secondary consumers:
Working professionals
" Late 20s-40s
" Creative, energetic, colourful
Images from Lamodeoutre.com
Targe Custome Profile���Zhang Yu Lan
30 years old
Chinese creative graphic designer
Creative graphic design industry
Shopping, movies, beauty
Whimsical, quirky, individualistic, colourful
Dresses up for work, concerts & events.
Desires to be outstanding
Lamoodeoutre.com���
dept Marke Researc
() Genera Researc Focu Grou Result
" Growing trend of experimental dressing in Singapore.
" Harajuku trend styles featured in Tangs Singapore
" Star Creation designs
" Maison Ikkuko – Menswear + Café Store
" Emily from China, Nathalie from Hong Kong, Ying Ling from Singapore. Emily like to dress to be different, Nathalie sometimes and Ying Ling dress to blend in.
" All agree that Singaporeans are afraid to be dress to stand out.
" Will tend to support local designers if they are cheaper and have good designs
" Will not support local designers as they are not famous and if they have bad quality.
Surey Result
Describe your sense of style:
Outstanding 11.9%
Surey Result
How often do you visit City Hall?
Simple 40.5%
Casual 40.5%
Trendy 19.8.5%
Individualistic 28.6%
Daily 2.4%
Monthly 52.4% Others
35.7%
Weekly 9.56%
How much are you willing to pay for a local designer dress & shirt? (limited pieces and good quality)
<$400 7.1%
<$100 45.2% <$200
35.1%
<$300 9.5%
<$100 90.5% <$200
7.1%
<$300 2.4%
Dress
Shirt
Fron Ro Competitor Analysis
o Trendy & unique designs. o Age range 18 - 50 o Male & female o Price range: o <$100 - $1000 (APC trench coat) o Tourist & Regulars
o Limited pieces
Images from Front Row
Curiou eee Competitor Analysis
o Concept: Spark curiosity. o Café corner. o Age range 18 - 30 o Male & female o Price range: o <$4 - 700 (designer lamp)
o Regulars & Tourists
Images from A Curious Teepee
Competitor Analysis
o Colourful and fitting designs. o Age range 20 - 35 o Female o Price range: $120 - 4995 (Croc. Bomber
Jacket)
o Regulars & Tourists o Limited pieces
Mar acob
Images from Marc Jacobs
Competitor Analysis
o Witty designs o Age range 20 - 50 o Female o Price range: $170 - 3400 (one piece black
dress)
o Regulars, Tourists & Teenager o Limited pieces
Moschin
Images from Moschino
Marke Positioning (Broa)
Price Low High
Quality: Low Economy Cowboy
High Bargain Premium
Cometito
Brand! Biaten! Marc BMJ! Moschino! Marc Jacobs!
Price" $ 50‐150" $ 150" $ 200" $ 450"
Price
Quality
Moschino Marc by Marc Jacobs
Biaten
Marke Positioning
A Curious Teepee
Front Row
Produc Core:
Exclusive fun, creative and whimsical designs
Actual:
Quality
Colour
Style
Brand
Augmented:
Customer care
Warranties
Delivery
Service
A
Core
Actual
Augmented
Confirme esigne | Winarn Wiriady
Unique refreshing design
Slight twist to office uniform.
Confirme esigne | Leon Limusi Djony
Unique design that integrates craft work. Modern-wear with a country twist.
Confirme esigne | Li Xie
Interesting and daring cuts. Unique shapes. Outstanding designs while still fits the female body. Inspired by the results of nuclear explosion.
Produc Mi | Romanti Fu Customer can mix designer brands for a romantic and fun look.
Produc Mi | Stylis Customers can also go for a stylish and outstanding look. Suitable for events and parties.
Produc Mi | Quirky Fun and joyful designs. Mixed of different shapes. Sure to make you stand out for parties with our unique Biaten look.
25% Basics: Tops & Dresses
20% Outwear
15% Overall (Jumpsuit & Dresses)
10% Bottoms
15% Tops
15% Accessories (Bags, Shoes, Keychains)
Productio rati
Cupcak Caf
Supplied daily in the morning, baking is done out of store.
Name the cupcakes and teas based on character names such as ‘Alice’ and ‘Red Hearts Queen’.
Pric Poin Outerwear | $200 - 400
Dress/Overalls | $150 - 250
Bottoms | $88 - 150
Basics | $50 - 150
Shoes | $200 - 300
Bags | $150 - 400
Accessories | $100 - 200
Keychains | $60 - 100
Cakes | $6/slice $60/cake
Cupcakes | $4 - 10
Coffee/Tea | $4/cup $10/pot
Pricing Strategie
Pricing objectives:
" maintain our premium brand image
" cover our costs – product costs and overheads
" profits for expansion Allowances:
" According to market situation
Discounts:
" Twice a year sales to clear seasonal goods
" 10% discounts for loyal customers on their birthdays
Pricing method:
" Competitor Indexing
Pricing strategy:
" Skimming
Price:
" In-elastic
Customer sensitivity:
" Low - moderate
Plac Analysi The Raffles Hotel Shops and Arcade - $32,800 for 2485 sqft
Address : 1 Beach Road 189673
Atrium for roadshows
Established brands such as Louis Vuitton, The Hour Glass, Leica & Jim Thompson
Distributio Strategy Geographical coverage: Low but strategically located. Ideal for tourists to be exposed to local designer talents.
Physical distribution and logistics: Positive. Convenient transportation of goods.
Electronic distribution: Consider internet retailing for future when we are more confident and after establishing our brand.
Floo Pla
Window Display Fashion
Entrance + Exit
Cupcake Cafe Fitting Room Counter
Win
dow
Dis
pla
y
Plac | nterio | Entranc
With 3 doors from café to fashion part.
1st customer of the day gets to choose the door and leave it open.
Plac| nterio | Caf
Whimsical, colourful, magical
Plac| nterio | Produc
Plac | nterio | Fitting Roo
Promotio | Windo Display
Surreal, whimsical, fantasy
MAC Alannah Hill FW 2010
Promotio | Adertising Confident, whimsical, attractive
Packaging
Stationerie
Promotio Strategie
In-house publicity and public relations.
Electronic promotion online using Facebook & Twitter.
Brand Ambassadors: Local bloggers Sophie Willcoq, Xiaxue & Qiu qiu.
Exclusive collection with our in-store designers.
Exerienc Biate wit h 5 sense!
Smell & Taste
" Café - Tea and Cupcake – sweet, aromatic and calming
Hear the sounds & music
" “Somewhere beyond the cloud”" By Spiky Whimsical Fantasy
Emotion
" Wonder, discover, feel joy and happiness!
Budge Pla
Products | $60,000
Cupcake Cafe| $1,150
Utilities | $350
Expenses | $8,120
Break-even Point | 4 months
Avg. Expense per month |
~$45,000
Target Revenue | $10,000 - $20,000 per month
Budget Plan for Biaten Multi-Label Store
Description sub Amount
Product Purchases $60,000.00 Designer Clothes $50,000.00 Accessories $10,000.00 Cupcake Café $1,150.00
10 types of Cupcakes $500.00 Tea & Roasted Coffee (20 bags) $300.00 Tea cup/Coffee mugs $350.00
Utilities $350.00
Electricity $200.00 Telephone $150.00 Internet $80.00
Expenses $8,120.00 Fixtures (Hangers/Racks etc) $600.00 Insurance - first year $1,700.00 Bank Service Charge $- Cleaning supplies $70.00 Lighting $800.00 Printing/Window Display $2,000.00 Admin/general $800.00 Office Supplies $150.00 Glossy concrete floor $1,000.00 Mannequins $600.00 Shelves $400.00
Wages $4,500.00 Store Manager $2,500.00 Part-Time Sales Person $1,500.00 Part-Time Cleaner $500.00
TOTAL $74,120.00
Strength • Accessibility • Exclusiveness • Increase of bold consumers • Multiple price points – for different choices of style
Weakness • Limited financial resources • Limited pieces • Single outlet
Opportunities • Targeting both young and mature consumers • Association with celebrities • Good stage for new fashion designers to present their works
Threats • Competition with other brands that offer exclusive styles (Front Row, etc)
Analysi
Conclusio & Summary
" Biaten is birthed out of a desire to support local fashion designers and to increase fashion awareness and boldness in Singapore.
" Biaten seeks to meet the needs of creative individuals and to encourage more to be experimental in their dressing.
" The future is bright for Biaten as there is an increasing trend of fashion awareness and experimentation due to exposure to creative cultures from Japan and America.
" After establishing locally, Biaten can also look towards bringing
Singapore design to China & Japan.
Refeence
Conten Refeence mag Refeence
" Singapore Apparel Retail Report 2010, Data Monitor:http://ntutrump.wikispaces.com/file/view/Singapore+apparel+retail.pdf
" Data Monitor Methodology: http://about.datamonitor.com/methodology.htm
" Global Language Monitor reports top fashion capitals 2011: http://www.languagemonitor.com/fashion/london-overtakes-new-york-as-top-global-fashion-capital/
" Government supports Audi Fashion Festival 2010: http://www.spring.gov.sg/NewsEvents/ITN/Pages/A-flashier-Audi-Fashion-Festival-this-year-20100317.aspx
" Fashion Industry Analysis 2009, Grail Research: http://grailresearch.com/pdf/ContenPodsPdf/Global_Fashion_Industry_Growth_in_Emerging_Markets.pdf
" Tourists:http://images.travelpod.co.uk/users/darrylandnicola/1.1266840490.singapore-raffles-hotel-singapore-sling_1.jpg
" Target customers: http://lamodeoutre.blogspot.com/
" Marc Jacobs Boutique: http://www.hintmag.com/shoptart/shoptart_may09.php
" Tsumori Chisato Boutique: http://shopping.insing.com/feature/tsumori-chisato-is-here/id-211c2e00
" Super Eyewear: http://www.geeksunglasses.com/other/super-topski-superior-is-the-new-retro
" Madhatter’s Cupcakes: http://www.thecupcakeblog.com/mad-hatters-tea-party-cupcakes/
" Bloggers photo: http://www.sophiewillocq.blogspot.com/
" Raffles City: http://www.dancesport.org.sg/2005OEP/oep.htm
" Mrt: http://www.dreamstime.com/stock-photography-singapore-mrt-image8046702
" Yellow & black sofa: http://topdesigninterior.com/tag/unique-furniture/
" Colourful shelves: http://mandaluyong.olx.com.ph/unique-furniture-alice-in-wonderland-style-iid-215811541