BRAND OVERVIEW For Franchise Partners
BALTIKA GROUP • • • • •
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Fashion retailer Five retail concepts: Monton, Mosaic, Ivo Nikkolo, Baltman and Bastion Five retail markets: Estonia, Latvia, Lithuania, Russia, Ukraine 2013: 113 stores, including 97 brand concept stores and 19 multibrand stores Vertically integrated business model (Group controls all stages of the fashion process: design, manufacturing, supply chain management, distribution/logistics and retail sales) Over 1200 employees www.baltikagroup.com
MOSAIC BRAND • •
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Mosaic was launched in 2006 New brand visual identity and store concept in 2011 in cooperation with international agency Dan Pearlman Mosaic collection is sold in 132 stores: • 34 concept stores • 19 Baltika Group multibrand stores • 79 stores through wholesale partners Main wholesale partners are Peek & Cloppenburg, Stockmann and Tallinna Kaubamaja 2011 retail sales: 15.5 mln EUR Central logistics centre is located in Tallinn, Estonia
MARKETS PORTFOLIO IN BEGINNING OF 2013
Retail and wholesale regions by stores Region Baltic states Russia & CIS Western & Eastern Europe Grand Total
Retail Wholesale stores stores 23 24 11 27
34
26 77
Grand Total 47 38 26 111
BRAND POSITIONING
BRAND VALUES & STATEMENT Values • Welcoming • Comfortable Elegant • Joyful • Confident • Reliable • Relaxed Urban Statement • Mosaic is an international brand for women and men, who are practical and family-centered and have a need for uncomplicated and reliable fashion for work and for leisure in the city and outdoors
TARGET CUSTOMER Customer profile • Women and men • Mindset 35+ • Has an average income • Work as specialists, middle level managers or civil cervants • Family-oriented • Values traditions and is socially active • Practical and needs based buying behaviour • Wants to look elegant and stylish, prefers clothes that make him/her look younger
FINANCING Shop
100 м2
Investment on equipment
0 - 25,000 (250/м2) EUR
First intake EXW
20,000 EUR
Replenishment of 6 months
67,000 EUR
Marketing fee
10,000 EUR
Total
97,000 - 122,000 EUR
COLLECTION
COLLECTION KEYWORDS • Practical • long-lasting and easy to combine styles
• Fashionable & Elegant • understandable trend lines and details for Mosaic target customer
• Quality • based on the product longevity as well as value
PURCHASE PLANNING & QUALITY MANAGEMENT Brand will prepare a product collection for each store based on the following criteria: • Shop size and agreed sales potential • Agreed departmental and category sales mix • Profile of the store (formal / casual and fashion stance) • Seasonality of the location • If needed, replenishment stock service can also be offered (subject to availability) • The allocation will be sufficient to cover the agreed sales potential at an agreed level of sell through and discount
SEASONAL MARKETING MATERIALS
OVERVIEW • For every season we produce following materials that are used in different marketing and PR materials: • Image photos • Autumn/winter & spring/summer
• Catwalk photos • Product photos • Stylebook • Helps shop personnel to make layout and window sets
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Web page Social media Video clip of image photos photoshooting Clip with seasonal image photos PR materials: • Pressroom in English enables to download all image, catwalk and product photos and contains also illustrated trend texts • Press releases and press event support
IMAGE PHOTOS
CATWALK AND PRODUCT PHOTOS
*These are just some examples!
MOSAIC-FASHION.COM
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Updated 4 times per year, twice in season In 6 different languages – EE, LV, LT, UA, RU and EN
LOYAL CUSTOMER E-MAIL
SALE E-MAIL
FACEBOOK.COM/MOSAICFASHION • MOSAIC is active in Facebook • Spring/summer fashion show was shown in live to Facebook fans on MOSAIC fanpage • The channel enables to give quick information about new arrivals and bring clients more closer to the brand
INSTORE COMMUNICATION • Brand uses instore communications to communicate collection mix&match possibilities and good prices/special offers • Mosaic SALE communication is red
SALE MATERIALS
SHOP DESIGN
SUMMARY & CONTACT
BRAND STRENGTHS & BENEFITS • Design-led collections • Strong formal wear collection and easy to wear and combinable smart casual collection • Attractive entry prices • Wide size range and good fitting • Strong quality control • Contemporary shop design concept • Long-term experience in working on international markets • Continuous brand development
HEAD OFFICE AS Baltika Veerenni 24 EE-10135 Tallinn, Estonia Tel +372 630 2731 Fax +372 630 2814 franchise@baltikagroup.com www.baltikagroup.com