BALTIKA GROUP • Baltika Group is a fashion retailer with five brands: – – – – –
Monton Mosaic Ivo Nikkolo Baltman Bastion
• The Group uses vertically integrated business model, controlling all stages of the fashion process: design, manufacturing, supply chain management, distribution/logistics and retail sales • The Group is operating 113 stores in five countries • Baltika Group employees over 1200 people • Group 2011 revenue 53.4 million euros • For more information: www.baltikagroup.com
MONTON BRAND • Baltika Group biggest brand • Launched in 2002 • New brand visual identity and store concept developed in 2011 in co-operation with international agency Dan Pearlman • Monton collection sold in 51 stores in Estonia, Latvia, Lithuania, Ukraine and Russia • Monton e-store opened in 2012, shipping to European Union, Russia and Ukraine
BRAND VALUES & STATEMENT USP (Unique Selling Proposition/Point) • Monton is an exciting, quality fashion brand reflecting global trends in its unique way • Monton opens the door to an inspiring & dynamic universe full of excitement & surprises Brand Values • Seductive, Inspiring, Cosmopolitan, Dynamic, Quirky, Self confident, Open minded, Fashionable
TARGET CUSTOMER Target Customer Fashion conscious men and women • 25+ mindset women and men • earning average income, working as professionals, office people and midmanagers • they have individual, fully formed taste, they make their own fashion choices
Customer Behaviour • • • • •
Socially very active, socializing with friends Active way of life (sports, hobbies, selfimprovement, travelling) Often goes to cultural events (theatre, cinema, exhibitions, sport events etc) Self-expression and self-improvement through work Open to different communication channels (internet, social networks, SMS, e-mail etc)
COLLECTION STRENGTHS •
• • • • •
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Smart city collection with noticeable fashion touch Global trends in Monton unique handwriting and with Monton twist! Bold colours and fashionable colour combinations Quick reaction to world fashion trends Good quality and fitting Many styles produced in Baltika Group own factories in Estonia that guarantees controlled quality 11 collections per year – new collection almost every month
STORE PLANNING AND OPERATING Monton will prepare a product collection for each store based on the following criteria: • Shopping centre positioning and brand mix • Shop size and sales potential • Profile of the store (formal / casual and fashion stance) • Agreed departmental and category sales mix in the store • Seasonality of the location • Replenishment stock service • The allocation will be sufficient to cover the agreed sales potential at agreed level of sell through and discount • Layout update in every 2 weeks according to trade calendar • Updated windows according seasonality
FINANCING Shop
200 м2
Investment on equipment
50,000 (250/м2) EUR
First intake EXW
42,000 EUR
Replenishment of 6 months
133,000 EUR
Marketing fee
10,000 EUR
Total
235,000 EUR
MARKETING & PR TOOLS Image photos: • Spring/summer and autumn/winter Photos: • Catwalk photos – use on shop level or in media with product photos • Product photos – special focus in PR/ product placement in media • Special sale visual – use in media and outdoors Special collection visuals materials: • Photos • Labels • Press materials
Look book Web page design Social media support TV clip PR materials: • Pressroom in English enables to download all image, catwalk and product photos (including accessories and lingerie) and contains also illustrated trend texts • Press releases and press event support
2013 SPRING/SUMMER IMAGE PHOTOS
2013 SS COLLECTION
2013 SS COLLECTION
PRODUCT PHOTOS
COMMUNICATIONS
SALE MATERIALS • Materials for 2012 season • Special SALE visual • All sale materials (posters, labels, bags)
WEB PAGE / E-STORE
FLAGSHIP STORE ARCHITECTURE New brand visual identity and store concept developed in 2011 in cooperation with international agency Dan Pearlman. German agency Dan Pearlman has very strong portfolio in fashion industry. The agency has done co-operation with brands like Campus by Marc O´Polo, Betty Barclay, Pimkie, 361, Tally Weijl, Colin´s, Escada, New Yorker, Street One, Adidas, Puma, Reebok. Store architecture according to brand values • Inspiring • Cosmopolitan • Seductive Monton is fun – shopping at Monton is easy, inspiring and fun!
STORE UPGRADES AND OPENINGS Upgrades • Starting from 2012 gradual upgrade of existing stores based on new concept • New branding and visual identity • New window concept • New mannequins New flagship stores • 2013 opening of new concept flagship stores Multibrand concept stores under Monton brand • Focus on Monton, added collection offer from other brands (mostly Mosaic, but can also be Baltman or Ivo Nikkolo) • Stonger competitive advantage • Wider collection offer and target customer
FACADE DESIGN ELEMENTS
ENTRANCE DESIGN ELEMENTS
WALL DESIGN ELEMENTS
HEAD OFFICE AS Baltika Veerenni 24 EE-10135 Tallinn, Estonia Tel. +372 630 2731 Fax +372 630 2814 franchise@baltikagroup.com www.baltikagroup.com