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M
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Table of Contents 04
The Company
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Product and Services
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Market Analysis
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Marketing Strategy
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Proposed Location
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Key Partnerships
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Management Summary
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Conclusion
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References
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THE COM PANY
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MN is a brand created in 2018 by Anna Nadolska, a polish stylist and designer. It is the first of its kind in the polish fashion industry. It is a luxury wedding and evening wear designer brand, which makes women feel special, feminine and beautiful on the days, which will be remembered and dress is definitely something more than just a creation. AMN provides ready up to date trends and designs, but also stylist consultation, which helps with decisions to develop personalised dresses for special occasions. With that said the tailor is always available to help when it is a time for fittings, which makes it very personal and accurate. The company’s trademark is a careful selection of best quality fabrics and embroidery, all done with precision. Our dresses highlight natural feminine beauty and self-confidence, from classy style to extravagance. Because of variety of our products, from signature jewellery and bags, designer shoes, to evening and wedding dresses every woman finds something for themselves. The visit in the boutique is a great experience, as our clients feel comfortable, as our team is dedicated and everything is worked to the last detail and the incredible interior is worth coming back. The main strength of the company is a uniqueness of its service, which is much more than just designer. The best quality professional service is always likely to help whether it comes to design, styling the whole outfit or making changes on fittings. It gives a personal touch, which engages customers by giving a possibility of being a part of it, as all the customised designs remain in the brands memorable portfolio. Also, because the production is processed in Poland, it supports the polish fashion industry, which still develops in this area. Evidently the Company’s goal is to dress every woman, who creates a good image of herself, who would like to do more than dress for an event – it is about being self confident and not being scared of making choices.
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PR O DUC T A N D S ER VICES
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he company’s unique selling proposition, which makes it stand out from the competitors, is offering more than just merchandise in a shape of original dresses. It is offering best quality products imported for a customer, to create unique dresses for special occasions. What would stand out from the competitors, is the waiting time, which for a bespoke dress is even shorter than for the ready dress, which can be bought at La Mariee, wedding dresses salon in Warsaw, Poland. The waiting time at that supplier is at least 4-6 months before wedding, as dresses are not purchased directly from designer, they must be imported – this is what makes AMN special in contact with the consumer and making them feel special. Also the production time is more controlled and quicker, which will make AMN stand out in the current market. The only things imported are fabrics and embroidery needed for production the dresses and some of accessories, which are available at the boutique to create the whole outfit for special occasion or wedding. AMN is not only designer dresses, but also jewellery, clutch bags, bridal accessories and other designers shoes. In regards to time, the usual waiting time at AMN is between one to three months, depending on the designs development, which the VIP membership makes it even shorter and includes the possibility of a home visit, depending on the customers decision.
Additionally appointment registration is available online on the official AMN’s website, and can also be done by phone and of course in the boutique. This is something completely opposite to competitors and not available on polish market, which makes it unique. The brands signature designs as an introduction to the basic offer makes a possibility for the customer to choose something made to measure, which is also a quicker choice, as it is connected with the waiting time. Another type that this designer offers are bespoke, customized dresses developed with help and elements, that will stay true to the brands image, but will also include changes or ideas within the customer’s needs. Everything is made to the last detail, also the changes are made sensibly, as the staff will help to make it positive influence on the designs final outcome. In according to competitors, none of them offers any kind of extra service, apart from ability to introduce some detail changes at La Mariee. Therefore this extra service will reflect positively on the company’s image.
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MARKE T ANALYSIS
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arket analysis is a research, which allows to determine whether the business which is willing to set up actually fits the industry. It contains researched information about investigations of the market, marketplace, competitors and consumers. Which does help to build a strategy to sell the product and helps with preparation before setting up a business.
using lace and embroidering, which are starting to be a high demand in international products. As it is becoming one of the freshest most and valuable industries, it is worth to invest in local businesses and support young talents, which gives good prospects. The main competitors for AMN are polish designers, especially whose boutiques are based in Warsaw, who are focused on evening and bridal dresses and wedding dresses suppliers.
AMN would open one independent boutique in the beginning, which would be based in Warsaw, Poland. As the capital, it is the biggest city in Poland and, consequently, has the biggest choice in fashion industry. Which, on the other hand is not as well developed as for instance Berlin or London ones. However, the fashion industry in Poland still develops and the demand for luxury goods increases, because of the influence of bloggers and searching trends in social media. Warsaw is placed in Mazowieckie province, where, according to current ranking lives the biggest number of the wealthiest people in whole country and also most of the celebrities. This factor definitely guarantees a high profit in selling luxury products and further development of the company. The gross domestic product in that area equals 7495000000 pounds, which is the highest in the country, and only Warsaw itself provides 59,1% income of this amount. According to the developing fashion industry in Poland, another vital factor is the fact, that in last five years it has introduced about seventy luxury brands to the market, which were not available before. Successfully, they do bring a lot of profit to the sellers and seem to be in quite high demand, often consumed by tourists too. In addition, even though the past history of Polish fashion industry did not influence positively on the future market, currently there is more businesses setting up, which are focused on local sources and unique hand made products. They not only enrich the market, but also urbanise it and popularise
Focusing on designer brands like La Mania, Paprocki&Brzozowski, Maciej Zien or Gosia Baczynska, they are mainly focused on evening wear as well as everyday wear clothes. Another part of their work are bridal dresses, too, which makes them a big competition, as brands, especially La Mania, are well developed and have their own boutiques around Poland. As this brand has already got a boutique, whereas AMN is going to open a store, this will be the first example of competition. La Mania is owned by Joanna Przetakiewicz, a polish stylist and designer. The company owns four boutiques in Poland and has many concessions around Europe and Asia. The brand is mainly focused on evening wear and casual every day clothes. Additionally, they do have wedding dresses in their offer. But the brands trade mark is a simple style inspired by art, and this is how the boutiques interior is designed as well. The website is user-friendly and contains all relevant information about the company and the Average price per garment is 300-400 GBP. Another, similar designer is Paprocki&Brzozowski, who has many boutiques in Poland, which only three of them are based in Warsaw. Their latest collection is a daily wear kind, however they also design evening and wedding dresses. Their website has an access to an online shop and also shows the locations of all their stores.
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As well Prices per dress starts with 1500 GBP, however
Even though the competition is big and it
the basic ready to wear line called plants is much
still builds as an industry, AMN unique selling
cheaper and average price per clothing is 50 GBP.
point is much more outstanding, as no one has offered such a service in designer luxury brands.
Furthermore, Maciej Zien is also a designer known of his classy and elegant dresses. On his website there
Another competitor in Warsaw are wedding dresses
is no online store, however it says a lot about his
boutiques, mainly focused on importing dresses
latest show and presents previous collections. What
from other designers, usually from Spain. As these
is surprising is that there is no information about
kind of companies offer similar ranges of products,
boutiques location, and what is more surprising is
it does not make them stand out from each other.
that back in 2015 company had a financial crisis, as the
Using the example of Carmen, they offer quite small
rumours says. On this site, the Prices start with 400 GBP.
range of dresses and some bridal accessories. There
Nevertheless
Gosia
Baczynskas
designs
is
is a possibility to provide changes in measurements
an
and to create a bespoke dress. The website does
extravagance evening wear inspired by pop culture.
not provide information about the waiting time.
She also offers designers accessories, which is quite
Referring to Mloda i moda, this boutique provides a
similar to what AMN offers – however in that case
slightly wider range of dresses selection, however
most of it is own design. Also her atelier is designed
designers names are repeated, which means that both
by her. Baczynska does not offer an online store.
companies has the same or similar suppliers. As well
Her average price per dress is 1,650 GBP for made to
as the previous example, Mloda i moda offers tailors
measure and bespoke designs start with 2,500 GBP.
service to provide changes connected with fitting.
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M
MARKE TING STR ATEGY
arketing strategy is an outcome of marketing research, which helps to promote the brand and reach the targeted customers. The most important thing is to focus on public relations, and to engage the audience on social media, by making a noise to spark interest. AMN would have a website, which is user friendly, shows all the brand values and contains all the information and visuals, which a potential buyer would like to see. Also it would present the newest brands propositions. However, a key essential in businesses nowadays is effect on audience perception on social media. To make this brand accessible and closely related to customer, AMN would have its own Instagram account, which currently is the most popular way to advertise, especially for fresh starting businesses. The content posted on the Instagram page would be at least once a day and would update any events, new collections, collaborations and show designs on customers. The account would have to be active not only posting wise, but also on other accounts, which might be a future support with promoting or a potential customer. This is why regular liking others post, commenting and following is so important. As well there will be a Facebook page and Twitter, as it is important to reach users at different ages, who might not have an Instagram account. The use of multiple media platforms will evidently make it easier for them to contact, to see the location or make an enquiry.
designers, models, bloggers and also celebrities like singers and actresses. Those people would be invited to a pop up event, which would include very first collections show.Those designs would remain as a trademark of the brand and guests would receive memorial catalogues as a gift. The important thing in AMN value is its boutique and its interior, so the opening would be a massive event. After this AMN would gain some potential customers and gain much more publicity. In the future people invited to stores opening would be coming to AMN shows. Another step in brands strategy would be establishing a cooperation with one of the bloggers-influencers or celebrities, who already reached their numerous audience and would promote AMN dresses on big events and share it on their social media. That would guarantee in spreading the brands name over the press and informative portals. Additionally to the website, AMN would have a created newsletter, which would build a permanent relationship with a customer. This newsletter would include direct updates about new collections and accessories supplying or ones which are coming back to stock, information about events organised by brand and colour and trending themes. This would feel personal as the customers would receives emails which will keep the brand in their mind. In comparison to competitors, their strategy is similar, as social media and websites are an obligatory factor to reach the audience, however AMN content would be made in more original way, as the brand is itself.
In AMN case it would be important to list names of people targeted as well as those, who are important in the fashion industry already –
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PR OPOSED LOC ATION
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s AMN is a brand, which is mainly focused on dresses, it is understandable, that it is more focused on in-store sales rather than an online shop. This is why store location and interior is so important for the brand. The first AMN boutique would be placed in Mokotow shopping mall, because compared to the other malls placed in Warsaw, this one has the biggest number of luxury brands. This factor means, that it is a place perfect for brands, which targets upper-class customers. As well the shopping mall is a perfect place to open the first store, as it is easier for people to access, it has parking places, also the grand opening would gain more interest in place where people already go to shop and this helps as people already know exactly where it is located. The opening hours are evident, as most shopping malls offer the same time. In regards to the shops interior; the interior would be eye-catching and enhancing, which will attract people to come inside. Fresh flowers would be an integral part of the store, kind of trademark as AMN is associated with weddings and femininity. The store would be stocked with original signature collection, current season one and all range of accessories, including jewellery, clutch bags and shoes.
To make AMN more accessible for customers who are not able to visit the boutique, the brand would sell part of merchandise, which does not need personal consultation online, on its website. That would include bridal accessories, bags, shoes and jewellery. All branded products have original packaging, to recognize the brand. There would also be a possibility to make a made to measure dress working on distance, only for the customers, who own an extra VIP package, as home visits are possible with this offer. The designer and tailor would be able to travel and deliver service, which is the same as what the customer would get in store, which would make them feel special. In this case even bespoke projects could be made without physically going to the store, which is almost impossible in comparison to competitors. As AMN offer is far ahead in the background of the other designers, this will result in customers happily pating extra for such an amazing service and product quality. Therefore, sales would not be necessary, especially that none of the fabrics get wasted – to prevent loss, AMN does not provide ready to wear collections. To highlight brand values, every design is personalised – whether it comes to measurements or changes in design, to one-offs.
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KE Y PAR TNERSHIPS
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artnerships play an important role in businesses, as they strengthen the company. Therefore AMN would definitely have their own tailors, however it would need a cooperation with manufactures to produce jewellery, bags and bridal accessories. Those manufactures would be based in Poland, as it is more convenient in terms of finance and accessibility. It would be also easier for quality checks, as everything would be under control locally. Furthermore, it will strengthen the polish market and make brands and distributors more independent. Additionally, AMN would not be only associated with dresses; the brands image would be more versatile and accessories would guarantee a considerable profit, especially,
that it would be available in an online store. According to ready products, in AMN’s case, other designers shoes, a travel abroad would be required. AMN buyers would have to commute regularly to Christian Louboutin and Manolo Blahnik showrooms, in terms to supply brands stock and make profit on ready goods, which are in a high demand. Buyers would have to choose as much merchandise as possible and to purchase shoes at the most occasional price. Which would provide a wide range of choice and, again, make the brands image more versatile with its vast inventory. Obviously, those products must fit in with AMN vision and latest collection to keep the brands values.
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MANAGEMENT SUMMARY
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s AMN is a business starting up fresh, it mean that it would start up with a small group of people, to tailor, how it works and develops. This modest structure does not influence on budget loss and is a good tactic to work out on the fresh start. Anna Nadolska as a founder, would be the brands creative director, manager, designer and stylist. Obviously, this multi – tasking position would only work out on the beginning for setting up the brand. This would create the brands image, values, aesthetic, concept and would definitely help in the future development, as someone else employed later on could simply follow the pattern, but their tasks would have to be managed by the brands creative director.
communication skills, be open and active, constantly coming up with new creative ideas as the content shared on the AMN social media must appeal to the audience and engage itself to the public relation. Another job of PR would be sending personalised newsletters to the registered consumers.
Another position would be a buyer, as the manager should usually be on place to keep things right. However, instead of making their own decisions, as usually buyers do, this person would have to send images of offered goods to a manager – in this case it would be items like fabrics, zips, buttons and shoes. Furthermore the buyer should get the products for possibly the lowest price to fit the budget and make profit The second most important position in the in according to accountants calculations. AMN business structure is the accountant, As the designer is already on a multi – who would take care of any calculations, like tasking position, she would need a support cash flow, profit and loss prediction as well in a shape of computer design specialist, as controlling inventory and level of stock who would digitally develop all her ideas to of particular products. This person would the last detail. Further designs would then be also responsible to manage the regular be developed by tailors and embroiders. payments, like employees salaries and bills. Those two positions are also always on As the brands marketing and promotion is place, to introduce any changes when the also a key to achieving success, AMN would customers come for fittings, they make all the need a person responsible for managing the accurate measurements and confirm, that social media, so that they could communicate constructions of garments are possible to with target customers and build a warm, make. In the future, there will likely be a need enthusiastic image of the company. Also to hire more people, then subsequently open researching for potential customers and more boutiques when there will be a high areas would be an important part of this job, demand and need to expand the market. additionally including predicting trends. This person should be energetic, have good
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CONCLUSION
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n conclusion, AMN is a promising brand, which definitely stands out from the competitors and its location, where it would start would guarantee a success and lead to the expand of the market. With that said the most important factor is time and place – according to still developing fashion industry in Poland setting up a business like that would definitely be something surprising and fresh, and in demand. When the brand potentially becomes well known and develops in Poland, it might be likely to possibly succeed in other countries and become a well known brand associated with an excellent service and delivering amazing products to make women feel special.
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REFERENCES Webography Mieczyslaw Michalak. (2017). Najbogatsze i najbiedniejsze województwa w Polsce. Available: http://wroclaw.wyborcza.pl/wroclaw/56,35771,22658075,1-miejscewojewodztwo-mazowieckie,,1.html. Last accessed 08.03.2018. Sonia Przybyl. (2016). Polski przemysł modowy w pigułce. Jak wygląda dziś?. Available: http://fashionbiznes.pl/polski-przemysl-modowy-w-pigulce-jak-wyglada-dzis/. Last accessed 08.03.2018. anon. (2016). About Lamania. Available: https://www.lamania.eu/pl/page/1153/o-lamanii.html. Last accessed 21.02.2018. anon. (2015). designers. Available: http://www.paprockibrzozowski.com/designers.html. Last accessed 21.02.2018. anon. (2017). about me. Available: http://zien.pl/o-mnie/. Last accessed 21.02.2018. anon. (2013). about. Available: http://www.gosiabaczynska.com/about. Last accessed 21.02.2018. Aginus. (2013). about company. Available: http://www.carmen-slubne.pl/. Last accessed 21.02.2018. anon. (2015). about us. Available: https://www.mlodaimoda.pl/salon-slubny. Last accessed 21.02.2018.
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Bibliography Harriet Posner (2011). Marketing fashion. London: Laurence King Publishing Ltd. 63. Harriet Posner (2011). Marketing fashion. London: Laurence King Publishing Ltd. 220. Harriet Posner (2011). Marketing fashion. London: Laurence King Publishing Ltd. 219.
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