MANOLO BLAHNIK
MANOLO BLAHNIK
EXECUTIVE SUMMARY
We are taking the existing luxury shoe brand, Manolo Blahnik, and exploring with a brand extention in bridal dresses. Our goals are to bring a segment of the market, to our wedding shoe customer, attracting a broader market. We want to be the destination for the ones who are saying, “I DO”.
MANOLO BLAHNIK
ABOUT THE COMPANY
Manuel “Manolo” Blahnik Rodriguez learnt the art of making shoes by visiting factories where he talked to machine operators, pattern cutters and technicians. In 1971, he was in London making shoes. A year later, Ossie Clark, then the most famous designer in London, used his shoes and from there his career blossomed. In 1973 he opened his first shop in London’s Chelsea. From this flagship store in London, the brand has expanded worldwide. Manolo Blahnik has been the feature shoe for the Sex and the City series and both movies giving this brand more recogition. Blahnik has collaborated with brands such as Vetements and Rihanna.
MANOLO BLAHNIK
CORPORATE INFORMATION
Blahnik Group LTD Private Company London 47 Employees Revenue: $4549 M Most current (2015): $110 B
MANOLO BLAHNIK
MARKET ANALYSIS
The global designer and luxury footwear marker is expected to increase at high growth rates during the forecasted period (2017-2021). This market is supported by various growth drivers such as, increasing disposable income, budding global GDP, upsurge in global urban population and the rise of the millennial population. The luxury women’s footwear market is worth about $79.6 billion and is set to grow 3.3 percent over the next two years. That figure is expected to rise to 3.5 percent in 2019-20 and then dip to 3.1 percent in 2020-21. Success in the next decade requires the brand to refocus on their customers to better anticipate and cater to their needs. The younger generations will be key as the millennial group and Gen Z will represent 45 percent of the global personal luxury goods market by 2025..
MANOLO BLAHNIK
LUXURY FOOTWEAR MARKET
ENTIRE SHOE MARKET
$79.6 Billion
WOMEN’S FOOTWEAR
$42.7 Billion
DESIGNER FOOTWEAR
$42.7 Billion
WOMEN’S DESIGNER FOOTWEAR
$42.7 Billion
MANOLO BLAHNIK
POSITIONING MAP
PRESTIGE PRICE
EXCLUSIVITY
MASS MARKET
AFFORDABILITY
MANOLO BLAHNIK
BRAND IDENTITY SYMBOLS
MANOLO BLAHNIK
KEY COMPETITORS
These seven high end designers are Manolo Blahnik’s key competitors because they do offer similar products, prices and styles in regards to both shoes and bridal wear. They are also high end designer brands which are well-known and recognized amongst the industry. It is crucial to create brand loyalty in order to have an established customer base.
MANOLO BLAHNIK
INDIRECT COMPETITORS
These three retailers would be considered indirect competitors because they offer inexpensive high heels and knockoffs from high end designers. Since the prices are affordable they become very convenient for customers who aren’t willing to pay more than $250 for a pair of high heels or $1,5000 for a bridal dress, but at the same time want to be on trend and look their best. This creates high volume sales which doesn’t happen in Manolo Blahnik since their prices are not affordable.
MANOLO BLAHNIK
MARKETING PRESENCE
A few years ago, the social engagement with Blahnik was low. Recently, they have been updating their accounts regularly and in a cohesive manner. However, because of the lack of brand awareness Manolo does not have as many followers in their social media accounts as some of their competitors. The website is sophisticated, fast and subtle but some improvements can be made. The website doesn’t have a language option, the only available language is English. The customers that are searching online for Manolo Blahnik’s products are from all over the world. It’s necessary to add at least ten different languages in order to become easier for the customers to search and find what they want. The brand has not released any advertising campaigns since Spring of 2015 therefore their current marketing relies soley on their online presense.
Twitter: 249K
Website: manoloblahnik.com
Instagram: 2.2 M
MANOLO BLAHNIK
Facebook: 289K
PRESENCE ON THE SMALL SCREEN
Manolo Blahnik has been a well-known fashion designer since 1971, but the brand became even more popular when Carrie Bradshaw appeared in Sex and The City with a pair of Manolo stilettos. It is an unforgettable and memorable scene in the show. Due to the appearance in Sex and the City, Manolo Blahnik became even more popular and prices were escalating and every girl wanted and was dreaming for a pair of Manolo’s.
“Manolo Blahnik’s success skyrocketed as a result of Sex and the City,” says Paula Correri, accessory editor at Tobe Report, a retail consultancy. “The prices keep escalating, but women will starve themselves to score a pair of his shoes.”
For the girls who were too young to watch Sex & the City, the next generation had Gossip Girl. Even in their high school years, Blair Waldorf and Serena van der Woodsen were New York City trendsetters as privileged Manhattanites with a penchant for all things designer. Leighton Meester and Blake Lively rocked countless Manolo looks over the course of Gossip Girl’s 6 seasons, like this pair of Manolo Blahnik leopard print pumps on Blair.
MANOLO BLAHNIK
MANOLO BLAHNIK
CURRENT DISTRIBUTION
Manolo Blahnik is a privately owned company. Their products are sold online at manoloblahnik.com and in other department stores such as Barney’s New York, Neiman Marcus, Saks Fifth Avenue, Nordstrom, Bergdorf Goodman. Products are available for purchase in 23 countries and have a retail flagship store in London Chelsea, as well as locations in London Mayfair, New York, Hong Kong, Madrid, Barcelona, Moscow, Dubai, Abu Dhabi, Seoul, Tokyo, Kuala Lum.
MANOLO BLAHNIK
PRICE
Suede Sculpted Court Shoes $645
The Lagarta - Art Collection Piece $7695
MANOLO BLAHNIK
COMPETITION PRICE
Sold online at jimmychoo.com, nordstrom. com, neimanmarcus.com, saksfifthavenue.com, net-a-porter.com, bloomingdales.com and in their brick and mortars.
Sold online at miumiu.com, nordstrom.com, neimanmarcus.com, net-a-porter.com, saksfifthavenue.com and in their brick and mortar locations.
Jimmy Choo’s retail stores: San Francisco, Atlanta, Topanga, Bal Harbour, Houston, Scottsdale, Orlando, Coral Gables, Los Angeles, Honolulu, Palm Beach, New Jersey, Chicago, Boston Costa Mesa CA, San Diego, Dallas, New York, New York, San Juan, Puerto Rico, Honolulu.
Their brick and mortar stores are located in Australia, Austria, China, France, Germany, Hong Kong, Italy, Japan, Kuwait, Macau, Malaysia, Monaco, Portugal, Qatar, Russia, Singapore, South Korea, Spain, Switzerland, Taiwan, Thailand, Turkey, United Arab Emirates, United Kingdom, United States.
$75 scarve- $4,495 shoes
$61 perfume- $2470 purse
Sold online at prada.com, neimanmarcus.com, net-a-porter.com, nordstrom.com, barneys. com and at their brick and mortar locations. Stores located in Illinois, Portugal, Spain, France, Italy, Greece, Ukraine, Saudi Arabia, Turkey, South Africa, US, Brazil, Mexico. $185 Keychain - $2,990 Nylon and Saffiano Leather Trolley
Sold online at us.christianlouboutin.com, saksfifthavenue.com, nordstrom.com, barneys. com, neimanmarcus.com, and in their brick and mortar locations Their stores are located in North America, South America, Europe, Middle East, Asia & Oceania. $495 sandals- $4,000 Wedge sandals
MANOLO BLAHNIK
BRAND IDENTITY
Picture of Sender Physique
Personality
Relationship
Culture
Durable, chic, respectable, fashionable, luxurious
Social, educated, fashion conscious, heritage-based, artistic
MANOLO BLAHNIK
Reflection
Self-Image
The upper class modern elegant woman, celebrities, socialites, and it-girls.
A liberated woman’s lifestyle.
Picture of Receiver
MANOLO BLAHNIK
Internalization
Enternalization
Classic, sophisticated, innovative design, luxury accessories, creative collaboration
SWOT
Strategic Analysis
Internal
External
Strengths
Weaknesses
Opportunities
- Brand recognition
- Exorbitant Pricing
- Bridal Extension
- Strong association to quality
- Marketing Promotions
- Growing luxury market potential
- Exclusive Merchandise
- Online Presence
- Cellebrity Collaboration
-Celebrity Endorsement
- Product Offering
MANOLO BLAHNIK
Threats
- Growing competition - Manolo Blahnik being the only designer under the brand
MANOLO BLAHNIK BRIDAL
LOCATION
76 Wooster St, New York, NY 10012 Soho District
MANOLO BLAHNIK BRIDAL
LOCATION ANALYSIS
Spaces available within the building
Space A: Ground & Lower Level Retail Square Footage: 2,500 square feet + full selling basement (2500 SF) Asking Rent: $32500 /mo. Term: 1-10 year lease. Space is available for short term and pop-Ups. Notes: Turn key with plenty of natural light. Space B: Second floor penthouse duplex Square Footage: 5,000 gross square feet/3,000 net square feet Asking Rent: $ 25000/mo. Notes: 20’ foot high ceilings with a 20’ x 20’ Skylight. Office use, art gallery. Space C: Whole Building/ Four levels (Space A + Space B) Square Footage: 10,000 gross square feet/8,000 net square feet Asking Rent: $50000/month Notes: Prime SoHo flagship retail opportunity. Great retail showroom presence on ground floor duplex and ideal office/gallery use on upper floor duplex. All reasonable offers are considered. By owner, Full Commission Paid.
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
BRIDAL MARKET
GLOBAL BRIDAL MARKET
$300 Billion
U.S. BRIDAL MARKET
$76 Billion
ANNUAL GROWTH
2.8%
MANOLO BLAHNIK BRIDAL
P.E.S.T.L.E.
Strengths: The Bus Line and Metro/Subway are two lines of transportation. Allowing the public to gain easy access to our location. The public Transportation whether you are driving or walking takes less than ten minutes depending on your location. And if commuting the drive is 10 minutes or less from theses stations: Commuter Rail Drive 10 min Distance 2.4 mi New York Penn Station (NJT) Commuter Rail (Northeast Corridor Line, North Jersey Coast Line, Morris & Essex Morristown Line, Montclair-Boonton Line, Morris & Essex Gladstone Branch) New York Penn Station (LIRR) Commuter Rail (West Hempstead Branch, Ronkonkoma Branch, Long Beach Branch, Port Jefferson Branch, Hempstead Branch, Montauk Branch, Port Washington Branch, Far Rockaway Branch, Babylon Branch)
MANOLO BLAHNIK BRIDAL
Challenges: The outer building will need work done to it, so that it matches the aesthetic of the inside of the building. Land owener will need to be called and notifed. A deal will have to be worked out. Future Project: If this popup is successful, we will integrate the new product line across all Manolo Blahnik channels. At this point, we will have them available online as well as selected Manolo Blahnik brick and mortar locations. The pop-up will become permanent in selected cities, with this location being our flagship store. Risks: The lease for this building is a year long lease. (we need monthly rent) Will we be able to utilize all three floors? How long will the renovation take?
MANOLO BLAHNIK BRIDAL
LOCATION MARKET Market Segmentation Demographics
Geographics
$150 K
Soho Population 51, 240
Sales Potential 6 Months 3, 901, 133. 60
21-34 Years White Not Hispanic
New York Population 19, 862, 512
Single/In Relationship No Children
New York Tourism (2017) 61.8 Million
Psychographics
Behavioral
Owns BMW
Achievers Innovators
Up to date on Current Events Shops at Crate and Barrel
Major technology innovations from drones to AI to blockchain will significantly how New Yorkers work, live, and play.
MANOLO BLAHNIK BRIDAL
LOCATION JUSTIFICATION
Designer boutiques, fancy chain stores and high-end art galleries make trendy SoHo a top shopping destination, especially for outof-towners. Known for its elegant cast-iron-facades and cobblestone streets, the neighborhood is also an atmospheric backdrop for fashionable crowds clustering at high-end restaurants and nightlife hotspots.
MANOLO BLAHNIK BRIDAL
AREA ATTRACTIONS
Attractions: The New York Public Library Housing Works Bookstore & Café St Patrick’s Old Cathedral NYC Fire Museum The Market NYC Dining: Dominique Ansel Bakery La Esquina Taqueria & Café Balthazar Hotels: Mondrian SoHo SoHo Grand The Crosby Street Hotel The Mercer & Trump Hotel Shops: Diane von Furstenberg Christian Siriano DKNY Helmut Lang La Perla, Longchamp Opening Ceremony Uniqlo Topman
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
STRATEGIC INITIATIVE Infrastructure: New York City has a skeletal infrastructure that dates from the first part of the 20th century. The average age of New York City’s 6,400 miles of sewage mains is about 84 yrs. It ’s 6,800 miles of water mains are about 70 years old and its 6,300 miles of gas are 56 years old. 41% of the cities bridges were built before 1950. The infrastructure in New York is so old. New York State is investing $100 billion in infrastructure and is planning to build a new New York. It is said to be the largest infrastructure and development plan in the nation. Health and safety: Have a phone available to make emergency calls. Ensure that public areas are clean, tidy and free of hazards (for example, trip hazards or stacked boxes). Close and clearly mark areas that are off limit to the public.Make sure that electrics and any portable electrical items are safe and visually check them for damage or broken cables. Only let staff and volunteers use any specialised equipment. Close and lock windows and doors when the premises are not in use. Lock and secure doors and windows in unused areas. Offer a safe, locked area for private possessions such as bags and coats. Create a simple rota to decide who opens and closes the shop each day. On closing the pop up, ensure the keyholder checks that: Nobody is left in your pop up, including in the toilet, staff room, stock room and so on. All windows and doors are closed, locked and secured. Fire exits are left clear. All electrical items are safe, with equipment like kettles and coffee machines switched off.
Zoning Laws: New York is divided into three different zoning districts: residential, commercial and manufacturing. These basic zoning districts are subdivided by the intensity of use. Development is governed by the use, bulk and parking requirements of the zoning district. Zoning Laws: New York is divided into three different zoning districts: residential, commercial and manufacturing. These basic zoning districts are subdivided by the intensity of use. Development is governed by the use, bulk and parking requirements of the zoning district. Local Trade Laws: While New York has not adopted the Uniform Deceptive Trade Practices Act, it has laws specifically prohibiting false advertising and odometer tampering (a misdemeanor). These laws provide both criminal and civil remedies. This essentially means that the laws allow for criminal prosecution by the attorney general, as well as private litigation brought by the party injured by the deceptive practices. If an injured party prevails on a deceptive trade practices claim, he or she may be awarded actual damages up to $1,000 (in cases of willful or purposeful deception), as well as the costs and fees associated with his or her legal representation. Restrictions: Permitted Uses:JLWQA (subject to locational restrictions), hotel, retail and office uses, certain community facility uses, including houses of worship and medical offices.
Area Factors: During the recent years, Soho has grabbed not only the local’s attention but as well as the tourist visiting New York City. Due to its artistic aesthetic and trendy upscale boutiques and designer stores; Therefore, it has a heavy pedestrian traffic. Public transportation such as the subway is the best option for people to transport themselves throughout the city. The closest trains are the ones located at Spring, Prince and Canal Streets. You can either take the bus, cabs or an Uber, but the subway would be the best option.
Permitted Uses (1st Floor and Cellar):Cellar and first floor uses are restricted pursuant to ZR 42-14 D(2)(a), but only for buildings occupying lot area in excess of 3,600 sf. Here the lot size is only 2,500 sf; therefore, the use restrictions are inapplicable. General Use Group 6 retail, and eating and drinking are permitted. Eating and drinking uses are also subject to certain further regulations which may requires special permit from the Board of Standards and Appeals.
Legal Issues: The retail space is owned by John Pasquale owning more than four properties throughout New York. The space is currently available only for short term and pop ups. We are renting the three spaces that are available in the entire building. The maximum capacity is 832 people. The owner emphasizes that each individual who is currently renting the space follows the artist in residence zoning law that was implemented in Soho, NYC since 1971. This law is also known as the artist- in residence law.
DaNote that 76 Wooster Street is located in an M1-5A and is a lot less than 3,600 sf which means it has more ground floor commercial use flexibility than the M1-5B properties. Property Taxes: Tax year 2017/2018 Tax assessor ’s market value $2,966,000 Projected tax assessor ’s market value $3,207,000 Current tax bill $100,129 Projected tax bill $107,432
MANOLO BLAHNIK BRIDAL
Human Resources: The pop up shop will employ a strategic manager, a store manager, 4 assistant managers, 4 full-time sales associates and 10 part-time associates. All salaries are based off average luxury retail salaries in New York. The strategic manager will be personally selected from the Manolo Blahnik corporate headquarters in London to work during the duration of the pop-up. Their travel expenses will be covered by the company and their salary shall cover his or hers pay. They are responsible for ensuring that the pop-up aligns with the company’s strategic mission and objectives. Below them will be an assistant manager, who will be responsible for managing financial operations, reaching sales targets, overseeing stock control, schedule and payroll management, implementation of visual merchandising standards, customer service and opening and closing procedures. Assistant managers’ responsibilities will include employee management, implementation of visual merchandise standards, customer service and register duties. Sales associates will be responsible for outstanding customer service, register duties and general maintenance of the store. Each room of the shop will be required to have at least one associate present to aid customers.
Store Manager Strategic Manager Wage Breakdown: Store Manager : $32/hr Strategic Manager : $38/hr Assistant Manager : $26/hr Sales Associate : $15/hr
Assistant Manager (2) (Full Time)
Sales Associate (4) (Full Time)
MANOLO BLAHNIK BRIDAL
Assistant Manager (2) (Part Time)
Sales Associate (10) (Part Time)
MANOLO BLAHNIK BRIDAL
EXACT LOCATION
76 Wooster Street, New York, NY 10012 10, 000 Gross Square Feet 8, 000 Net Square Feet $50, 000 / Month
Adjacent Retailers: Celine Simone Rocha Patagonia Soho Ted Baker Soho Joie
MANOLO BLAHNIK BRIDAL
JUSTIFICATION
Concept: Throughout the years, for many women Manolo Blahnik has been an aspirational brand. All women dream of having the iconic Hangisi heels worn by Carrie Bradshaw in Sex and The City. Due to this iconic moment, the brand gained recognition amongst the luxury market. The brand already offers shoes, purses & belts. The goal of our pop up is to make this bridal extension a one stop shop for a bride. By offering this bridal extension we will not only expand our customer base but also increment our sales. Date Justification: New York’s weather during the summers are warm and humid, winters are very cold and windy and it is wet and partly cloudy year round. Based on the tourism score from weatherspark.com, they stated that the best times of the year to visit New York City from warm- weather activities are from mid June to late September. Therefore, we decided that the pop up shop will begin in September and end in March. This will provide the best of both worlds, tourists and locals will be able to enjoy the warm weather activities such as New York Fashion week which is held twice a year in New York City, a collection for next year’s fall is presented in winter, and spring’s collection is shown in winter. We will be introducing our Bridal pop up shop during the month of fashion since the city will be filled with the tourists and we will take advantage of that in order to promote our new line.
MANOLO BLAHNIK BRIDAL
TECHNOLOGY
Multiple technologies will be used in Manolo’s Bridal Pop up shop. Each associate will carry an Ipad in order to keep track of each customer’s preferences and needs. This will have a positive effect on personalization. Each bride will have a folder with their specific sizes and preferences. When each customer check’s out, there will be an ipad as well with a card reader. In each fitting room and throughout the store there will be Apple flatscreen tv’s with the distinct bridal gowns or Manolo’s iconic clips in Sex & The City.
MANOLO BLAHNIK BRIDAL
TARGET MARKET
Women, ages 25+ who are in the market for bridal gowns, shoes, and accessories. Successful urban workers, that are looking for classic, elegant pieces to wear on their special day. Average earnings are between 130-700 thousand dollars. Typically live in big cities, and enjoy artistic experiences.
MANOLO BLAHNIK BRIDAL
TARGET CUSTOMER
Savvy Entrepreneur -Age: 34 -High end real estate agent -Annual income: 150K -Worked hard for her success, brunches w/ her elite group, wedding ceremony to be held at Brooklyn Winery
Successful Couple -Ages: 36 & 29 -Neurosurgeon & Pediatrician -Household income: 690K -both want elegant bridal gowns for their wedding in Tuscany
It-Girl -Age: 25 -Fashion blogger & entrepreneur -Annual income: 130K -Owns multiple pairs of Manolo Blahnik shoes -Father is paying for wedding
Business Woman -Age: 35 -Chief marketing officer -Annual income: 250K -Appreciates luxury design, visits the M.E.T weekly, & engaged to the C.E.O at her work
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
POP UP SHOP
PROPOSAL DESIGNS
The Front Entrance to the Manolo Blahnik Bridal Pop-Up A doorman will greet each guest as they enter the premises with a single white rose. To the right of where the doorman will greet the guests, is the check out/in counter. Here, purchases can be made with credit, or debit, using the ipad card reader. Lining the back wall of the register will be branded boxes and bags, ready for the customers when they check out. Here, is where you can also check in, if you have an appointment set up for a consultation. Near the left handed side of the entrance area, towards the bathroom is the shoe nook. This section will highlight popular Manolo Blahnik Shoe Styles. This will entice the customer to browse throughout the rest of the bridal pop-up. Special Characteristics: Conversion Counter Sensor on the front entrance: allowing the staff to know how many people have entered the building, and ensuring that the maximum capacity is not exceeded iPad Check out/in System Square Reader Display Characteristics: Mannequin with featured wedding gown Boxes & Bags neatly lined up behind registered with logos facing outwards Shoe Nook: 3 most popularized styles on top of rectangular display box
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
The Showroom to the Manolo Blahnik Bridal Pop-Up Once the clientele have checked in for their appointment, they will be ushered from the entrance/lobby area to the showroom. Here, they will be introduced to their assigned sales associate for the day. After introductions, the sales associate will bring the bride over to the seating area to ask them a series of questions so that they may better cater them throughout their visit. The questions may include personal yet non-pressing questions about the upcoming wedding festivities such as the theme, color scheme, and what overall mood the bride would like to convey on their wedding day. The sales associate will also make note of any previous styles that the bride has tried on, and wether they liked or disliked them. All of these questions will be put into the Pop-Up’s data base (keyed in through the iPad). Once the sales associate feels that they have enough information about the bride and their wants, they will leave the clientele in the waiting area (couch), while they go pick out different styles and silhouettes. While the client is in the waiting area, they will be served champagne, and sweet treats. Special Characteristics: Subtle Security Tags sewn into the lining of the bags and clutches & attatched to the tag on the wedding veils (electronically deactivated when purchase is approved) Showroom Imagery will be hung on a sensor hook, to ensure the safety of the quality photographs Display Characteristics: Dresses Organized by Silhouette, and then by color (ranging from white to cream to blush) Two Hand Spacing between each dress in effforts to better organize the gowns for an easier shopping experience. The spacing between each gown will preserve the original state of the dress. (i.e. keeping it in prestine condition, so that the brands image is not altered) Wedding shoes are organized by style (ranging from high heels to flats) Each shoe will be one entire shoe distance apart The clutches are organized by style and then by color Each clutch will be spaced on the shelf through a window system ( 2 clutches on the back row, one in the front) The veils will be organized from short, to medium, to long The veils will be hung from the bottom of the clutch shelf on hooks that are flush with the shelving
MANOLO BLAHNIK BRIDAL
The Dressing Room for the Manolo Blahnik Bridal Pop-Up Once styles have been selected, the sales associate will place the dresses in the dressing room. After this task has been completed, the client will be brought back to the dressing room, where they will try on the gowns, with the assistance of the sales associate. If there’s a dress that seems to catch the brides eye, and they would like to show the rest of their party, the bride can walk down the catwalk. This will allow for all members of the party to look at the gown at every angle, and also give the bride a better understanding of the way the dress would feel and move on her big day. Hooks will line the wall parrallel to the dressing room that the client is in. This allows them to narrow down their top choices, outside of the dressing room, leaving less clutter inside the dressing area. Special Characteristics: Bell Button: Inside each dressing room, an electronic button can be pushed to notify the sales associate that you need attention Catwalk Private Water Closet for Appointment Clientele Display Details: Bust Form: Placed in the corner so that the bride can see what her dress, shoes, bag, and veil all look like together. Bar Area: Champagne, Champagne Flutes, Macarons, Finger Foods White roses in a glass Vase Television: Playing the latest collection video campagins Rounded Seating Chairs: comfortable, modern, and chic furniture
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
The Gallery Room for the Manolo Blahnik Bridal Pop-Up Upon entering the Manolo Blahnik Gallery visitors will be greeted by the docent and handed a pamphlet, that will guide and educate them on the exhibits within the gallery. The first exhibit is the John Galliano X Manolo Blahnik Collaboration. Adjacent to the exhibit is the Gallery Water Closet. To the right of that is the Victoria Beckham X Manolo Blahnik Collaboration, leading into the Vetements Collaboration. On the central back half of the gallery, there are steps leading up to the main exhibitions. The focal point of the main exhibition is the illustration wall, were artists have hand painted some of the most iconic Manolo Blahnik shoes directly on to the gallery’s wall. To the left of the focal piece, is the Lady Diana Exhibit. Showcased here are 3 of the most recognizable Manolo Blahnik Shoes that Lady Di wore. These shoes were kindly lent out to the Manolo Blahnik Gallery for a limited time by the Royal Family. Directly across from the Lady Diana Exhibit is the Hollywood Exhibit. Here, viewers will see 3 Manolo Blahnik shoes, that are most recognized on the big screen. The top left shoe is from the movie, Marie Antoinette, the middle tier display showcases the iconic blue heel from the film, Sex and the City, and on the bottom third tier is the white swan heel worn by the main character of Twilight, Bella Swan. Special Characteristics: Each shoe is tethered to the display it is on discreetly and securely to ensure that the position of the shoe isn’t changed throughout each gallery visit and viewing Security Sensors are attatched to each end of the tether, so if by chance either end breaks loose, security and management will be notified Display Details: Hand painted illustrations Photography on gallery walls Victoria Beckham Collaboration on 3 display cubes John Galliano Collaboration on 3 display cubes Rihanna Collaboration on 3 display cubes Vetements Collaboration on 3 display cubes Lady Diana Shoes on 3 tier display Hollywood Shoe Exhibit on 3 tier display
MANOLO BLAHNIK BRIDAL
FLOOR PLAN
Lady Diane Exhibit WC
changing rooms
illustration wall
John Galliano Show Shoes
WC
Vetements Collab
Victoria Beckham Collab
gallery
catwalk table & chairs
table & chairs T.V.
dressing room / waiting room Rihanna Collab display
display
Hollywood Exhibit rack 1
mirror
cocktail bar
bust
shelving
rack 2
showroom
hallway
WC
couch
WC display
display
side table
balcony hole
entrance to dressing/waiting room
front desk
lobby/entrance area back door shoe nook
WC
WC
MANOLO BLAHNIK BRIDAL
front door
AMBIANCE
The overall ambiance of the Manolo Blahnik pop up shop will reflect their aesthetic which is clean, bright, sophisticated and modern.
MANOLO BLAHNIK BRIDAL
PRODUCT PLAN
A-Line / Sheath Price: $8, 900 - $12, 500 Units: 150 Styles: 6
Mermaid / Trumpet / Ballgowns Price: $10, 200 - $15, 900 Units: 130 Styles: 9
MANOLO BLAHNIK BRIDAL
Tea-Length / Mini Price: $6, 900 - $10, 100 Units: 75 Styles: 4
Veil Price: $250 - $1, 000 Units: 425 Styles: 8
MANOLO BLAHNIK BRIDAL
OBJECTIVE
The goal of this brand extension is to encourage Manolo Blahnik to expand its customer base and create awareness for new product categories. The purpose of this pop up is for it to be a one stop shop location for brides.
MANOLO BLAHNIK BRIDAL
PROMOTIONAL PLAN
Manolo Blahnik Bridal is planning to open for six months.  The promotional plan runs mid July through mid March. The launch will be from September 1st through February. The post launch will start March 1st and go through the whole month of March. The plan specifies the time period and cost of the Omni- channel marketing, the press release and the launch party.
MANOLO BLAHNIK BRIDAL
LAUNCH DETAILS
Launch Party Budget: $60, 000 Manolo Blahnik Bridal welcomes their latest pop up collection. This will be an exclusive event in which celebrities, editors, media, bridal experts and loyal customers will be invited to a night of cocktails and canapÊs. They will be the first ones to take a look at our unique & marvelous bridal assortment which include vails & different styled dresses. The goal of this event is to maintain a great relationship with our loyal Manolo Blahnik girl and at the same time establish new ones. This will be a night to celebrate Manolo Blahnik’s successes.
MANOLO BLAHNIK BRIDAL
PROMOTIONAL BUDGET
The budget for the promotional activities is $200,000. In regards to our social media we are planning to spend a total of $62,000 in the following channels; Facebook, Instagram, Snapchat & Twitter. Since we are planning to release a press kit in July, mid August through September, December and February we are going to spend a total of $8,000. Manolo Blahnik stopped releasing advertisements in Spring 2015. On the other hand, Manolo Blahnik bridal will release campaigns in order to gain recognition. We are spending $15,000 in magazine advertisements. They will be released in Bridal magazines as well as well known fashion magazines such as Elle, Vogue & Marie Claire. Since we are planning to promote our new line through our website we will spend a total of $10,000 in order to inform our customers about the new product line.
MANOLO BLAHNIK BRIDAL
SALES FORECAST
Research from Local Sources LOCATION FOOT TRAFFIC PER DAY PERCENTAGE OF CONVERSION TRAFFIC/FALL
Mark up 60% 40%
10993 0.008
5892 0.005
6784 0.005
7192 0.006
8912 0.007
12456 0.009
Sunday Monday Tuesday Wednesday Thursday Friday Saturday Total Grand Total Footfall 88 29 29 34 43 62 112 57 Conversion % 0.07 0.05 0.05 0.07 0.08 0.08 0.09 0.07 Avr. Basket $5,000.00 $5,000.00 $5,000.00 $5,000.00 $5,000.00 $5,000.00 $5,000.00 $5,000.00 TOT.REV TOT.REV TOT.REV TOT.REV TOT.REV TOT.REV TOT.REV 26 Weeks Sales Volume $ 30,780.40 $ 7,365.00 $ 7,365.00 $ 11,872.00 $ 17,260.80 $ 24,953.60 $ 50,446.80 $ 150,043.60 $ 3,901,133.60 COGS $ 12,312.16 $ 2,946.00 $ 2,946.00 $ 4,748.80 $ 6,904.32 $ 9,981.44 $ 20,178.72 $ 60,017.44 $ 1,560,453.44
PRODUCT A-line / Sheath Mermaid / Trumpet / Ballgowns Tea-length / Mini Shoes / Accessories TOTAL
Average Price A-line / Sheath Mermaid / Trumpet / Ballgowns Tea-length / Mini Shoes / Accessories
5892 0.005
32% 28% 10% 30% 100%
$ $ $ $
10,000.00 12,500.00 8,500.00 1,200.00
Sunday $ 9,849.73 $ 8,618.51 $ 3,078.04 $ 9,234.12 $ 30,780.40
Monday $ 2,356.80 $ 2,062.20 $ 736.50 $ 2,209.50 $ 7,365.00
Tuesday $ 2,356.80 $ 2,062.20 $ 736.50 $ 2,209.50 $ 7,365.00
Wednesday $ 3,799.04 $ 3,324.16 $ 1,187.20 $ 3,561.60 $ 11,872.00
Thursday $ 5,523.46 $ 4,833.02 $ 1,726.08 $ 5,178.24 $ 17,260.80
Friday $ 7,985.15 $ 6,987.01 $ 2,495.36 $ 7,486.08 $ 24,953.60
Sunday 1 1 0 8 10
Monday 0 0 0 2 2
Tuesday 0 0 0 2 2
Wednesday 0 0 0 3 4
Thursday 1 0 0 4 5
Friday 1 1 0 6 8
MANOLO BLAHNIK BRIDAL
$ $ $ $ $
Saturday 16,142.98 14,125.10 5,044.68 15,134.04 50,446.80
Saturday 2 1 1 13 16
$ $ $ $ $
TOTAL 48,013.95 42,012.21 15,004.36 45,013.08 150,043.60
TOTAL 5 3 1 38 47
PROMOTIONAL / OPERATIONAL PLAN
PRE-LAUNCH JULY
SEPTEMBER
OCTOBER
NOVEMBER
DECEMBER
POST-LAUNCH
COSTS (AED) $ 14,000.00
$
18,000.00
Snapchat
$
16,000.00
$
14,000.00
Website
$
10,000.00
Magazine
$
15,000.00
Press Release
$
8,000.00
$
60,000.00
Launch Party
AUGUST
LAUNCH JANUARY
FEBRUARY
MARCH
`
TOTAL: $ 155,000.00
JULY
AUGUST
SEPTEMBER
OCTOBER
OPERATIONAL COST NOVEMBER DECEMBER
JANUARY
FEBRUARY
MARCH
COSTS (AED)
Fixtures
$
49,547.00
Technology
$
62,774.00
Rent
$ 450,000.00
HR Wages
$ 139,438.00
Décor
$
55,933.00
Construction
$
77,152.00
TOTAL OPERATIONAL COST:
MANOLO BLAHNIK BRIDAL
$ 834,844.00
PROFIT AND LOSS PROFIT AND LOSS
26 Weeks Net Sales Cost of Goods Total Net Sales
$ 3,901,133.60 $ 1,560,453.44 $ 2,340,680.16
Operational Expenses Fixtures Technology Rent HR Wages Décor Construction
$ $ $ $ $ $ Total Operational Expenses: $
49,547.00 62,774.00 450,000.00 139,438.00 55,399.00 77,152.00 834,310.00
Promotional Expenses Facebook Instagram Snapchat Twitter Website Magazine Press Release Launch Party Total Promotional Expenses TOTAL PROFIT TOTAL LOSS
MANOLO BLAHNIK BRIDAL
$ $ $ $ $ $ $ $ $
14,000.00 18,000.00 16,000.00 14,000.00 10,000.00 15,000.00 8,000.00 60,000.00 155,000.00
$ 1,351,370.16 $ 989,310.00
Manolo Blahnik Bridal will be profiting from this pop up shop at $1, 351, 370. This will be an experience for both Manolo Blahnik and new and old customers. This pop up will take this iconic brand and give them something new and fresh, possibly landing this as a permanent brand extension to better the future of this company.
MANOLO BLAHNIK BRIDAL
MANOLO BLAHNIK BRIDAL
Daniela Maduro
Madison Muhlbairer
Victoria Hollan
Andy Engle
SOURCES https://www.manoloblahnik.com/us/about/about-us https://www.manoloblahnik.com/us/boutiques https://www.inc.com/minda-zetlin/melania-trumps-shoes-are-the-latest-harvey-interne.htm http://www.nytimes.com/2011/10/16/fashion/manolo-blahnik-shoes-regain-it-status-in-fashionworld.html https://www.forbes.com/2008/05/22/twx-hbo-movies-biz-media-cz_hc_0522sexinc.html#3f7e330a5c81 https://www.facebook.com/ManoloBlahnikOfficial/?ref=br_rs https://www.instagram.com/manoloblahnikhq/ https://twitter.com/ManoloBlahnik?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5Eauthor http://www.loopnet.com/Listing/76-Wooster-St-New-York-NY/6093867/ https://liquidspace.com/us/ny/new-york/76-wooster-street-soho https://www.cnn.com/travel/article/soho-new-york-city-things-to-do/index.html https://www.compass.com/neighborhood-guides/nyc/soho/ https://www.propertyshark.com/mason/Property-Report/?propkey=5847 http://wwd.com/accessories-news/footwear/footwear-shoes-market-shifts-at-high-lowend-10961774/ <%22> https://www.nytimes.com/2017/05/29/fashion/luxury-goods-outlook.html <%22> http://www.bain.com/about/press/press-releases/global-personal-luxury-goods-market-expected-to-grow-by-2-4-percent.aspx <%22>