BRAND PRESENTATION
“An original lucky story telling”
Company
PROFILE
BRAND PRESENTATION
It’s in our DNA to tell stories. Each product has its own story and our shops are a place to experience and explore one’s senses, making of Budha Khe Rhi Brasil a Brazilian, eco-friendly, original, creative and innovative clothing & shoes brand. Our company offers a variety of three lifestyle lines for our different customers in their respective niches.
“Budha Khe Rhi is much more than a brand, it is a state of mind”.
Budha Khe Rhi is much more than a brand. It is a state of mind; It’s a kiss in the rain, a party at the beach, a toast with your friends. It’s traveling without leaving home. Forget about tomorrow. It’s not being afraid of being happy. It’s getting to the end of the run and feeling it was all worth it. It’s understanding that all the distance in the universe is here and all the time is now.
Budha Khe Rhi started in a lucky trip around Asia. Thailand, India, Nepal, Indonesia, Laos, Singapore & Bangladesh. Carrying nothing but backpacks and an adventurous spirit, two best friends explored the Asian continent and they were amazed by the oriental culture and lifestyle. When they were back in Brazil, they never stopped wearing the traditional thai fisherman pants. Months later, with two other great friends, they decided to handcraft these thai pants and sell them in paradisiac beaches around Brazil. In a short time, Budha Khe Rhi became a professional brand, without losing it’s DNA. Young spirited, laid back, irreverent, innovative and cool. A brand that connects emotionally with its fans.
BRAND PRESENTATION
“ A real brand that started with only R$15. A brand made by real people”.
We are the
CHAMPIONS
“ Since our very first piece of clothing, a pair of thai fisherman pants, our products carry authenticity and boldness�
BRAND PRESENTATION
“Budha Khe Rhi was the only clothing brand invited to be part of RIO +20”
In 2013, sales in the Brazilian fashion market reached R$170 billion. –source: Instituto de Estudos e Marketing Industrial (Iemi). Brazil is the fifth most attractive apparel market in the world, a fractionated market, where the giant players control only 12% of all market share – source: IBOPE.
Macro trends
AND MARKET “The customer is the captain of his destiny” There are plenty of opportunities in Brazil and abroad. In a connected free and well informed world, people that are ahead in this reality are searching for new possibilities and alternatives for their lives by making more conscious, customized, sustainable and emotional related decision. People are searching for much more than just a product. They search for a story, a concept and a soul behind of that.
“We transform organic fabric into cool fashion. Recycle bottles and construction pipes are part of our shop’s design. Our clothing tag is made of seeds. If you come by bike to one of our shops you get an exclusive discount”
Budha Khe Rhi’s universe.
Target
AUDIENCE
BRAND PRESENTATION
Pretty much 50% male and 50% female.
Youth is the largest part of our target audience.
Hipsters, cosmopolitans, Dj’s, yoga lovers, geeks, laid backs, moviemakers, tripaholics, music lovers, artists.
18 - 35 years old is our customer average.
“People easily get emotionally connected with our value proposition. Only a few brands in the market can do this like we do”.
Much more than customers,
FA N S
“customers writing positive things about Budha Khe Rhi”
RUN BUDHA RUN
BRAND PRESENTATION
ANIMALS ROCK BUDHA FESTIVAL
We’re visionary. We combine consciousness with guts and courage to create our products. We spread optimism for those who wear our brand. We believe in building a better world”. More than
Budha Khe Rhi’s
PRODUCTS
2500
exclusive SKU’S
Over 10 years of, we have developed a rare ability to communicate with our fans.
Theme collections. Inspired by: pop culture, music, movies, travel, positive atitude & humor.
Logistics: New products every month in the stores according to a collection delivery calendar. BEST SELLER PRODUCTS ARE OFFERED MONTHLY TO OUR SHOPS.
2 MAIN COLLECTIONS SUMMER
SKU’S: 800 year
WINTER
One theme per collection
Number of 26 Number of categories: categories: 26
Subdivided in 3 themes that connect to each other
BENCHMARKS
BRAND PRESENTATION
TOMS – USA, Shoes brand focus in ESPADRILLES. The brand had its start after a backpacking trip around South America. There is a strong social appeal behind brand’s strategy, that they call “one for one”. Toms is all over the American wholesale, spreading an original and “catchy” concept and design.
Key words: Originality, authenticity, social cause, history behind the product.
Urban Outfitters – USA, It’s a multinational clothing company, which largely draw from different styles, each one very well defined. UO retail is rustic, cool and hipster. They created an emotional bond with their target costumer by giving thema differencial shopping experience. Key words: Originality, niche, identity, concept, cool, design. Life is good – USA, t-shirts brand, started by two brothers in the east coast, selling their creations across America in a car. Life is good, as the brands name suggest, is about spreading positivity and optimism. Company’s social causes work is well communicated throw social media. Key words: Originality, authenticity, social cause, history behind the product.
Desigual – SPAIN, Clothing brand with strong DNA, non-usual. Real story, created by a Swiss that started selling different t-shirts in a Spanish beach. Desigual’s retail is colorful and authentic. Company’s growth is related to an operational investor entrance in the partnership, a person with business knowledge. Nowadays, Desigual is an international brand, spread out all around the globe.
BENCHMARKS
Key words: Originality, authenticity, niche, identity, concept, cool, design. Innocent Drinks – UK, organic juices brand. They started from zero, bringing a different idea to the British beverages market, once they were one of the only ones producing “truly” real juices around there. The juices were so unique that Coca- Cola Company decided to buy part of the company. Key words: Originality, authenticity, organic cause, history behind the product.
What does Budha Khe Rhi Brasil have in common
WITH THESE BENCHMARKS?
Story telling “Budha Khe Rhi is much more than a brand and a clothing store. It’s not just about buying and selling. We interact with our target audience in actions that go beyond that”.
Originality, authenticity, identity, real concept to tell and to share. All of the 5 benchmarks and Budha Khe Rhi are much more than just a product. They create humanized emotional connections with their customers.
BRAND PRESENTATION
Budha Khe Rhi today is a franchise company. We support our retailers by passing our know how, so they can reach their costumer with creative and emotional actions.
Budha Khe Rhi’s
R E TA I L
EXCELLENCE in creating the right mix of product, EXCLUSIVE and ORIGINAL graphic designs, a UNIQUE and INTERACTIVE retail to connect emotionally with our customers making them a part of the brand.
A Bar and a concept store in the same space. Such a great combination! BAR STORE
Budha Khe Rhi’s KIOSK BUDHA KHE RHI
R E TA I L
BRAND PRESENTATION
Focus in selling the best sellers categories and in easy to buy products.
POP UP STORES
Temporary shops, open in certain parts of the year.
Budha Khe Rhi is commercialized in more than
100 wholesale stores and in 17 shops around
9 Brazilian states .
Head Office Rua Dr. Timóteo, 917/401 – Bairro Moinhos de Vento CEP 90570-041 - Porto Alegre/RS +55 51 3209-2005 Budha Khe Rhi Brasil is registered as a trademark at INPI (Brazilian National Industrial Propriety Institute) since 2005. CONCEPT STORE FÉLIX Rua Félix da Cunha, 1149 Porto Alegre – RS 51 3517 1149 ESPAÇO BKR CIDADE BAIXA Rua General Lima e Silva, 867 Porto Alegre – RS 51 3414 2604
CONCEPT STORE AUGUSTA Rua Augusta, 2415 São Paulo – SP 11 3063 5553 BUDHA KHE RHI SANTO ANDRÉ Rua das Figueiras, 681 Santo André –SP 11 4432 0050
BUDHA KHE RHI SHOPPING PRAIA DE BELAS Av. Praia de Belas, 1181 3º piso Porto Alegre – RS 51 3108 2604
BUDHA KHE RHI SHOPPING TIJUCA Av. Maracanã, 987 2º piso Rio de Janeiro – RJ 21 3197 2222
CAPÃO BEACH STORE Shopping Lynemar - Rua Sepé, 1896 Loja 46 Capão da Canoa – RS 51 3416 0822
VR STORE Rua Luiz Alves Pereira, 377 Loja 04 Volta Redonda – RJ 24 3342 8041
GAROPABA BEACH STORE Rua João Orestes do Araújo, 246 Loja 6 Garopaba – SC 48 9192 6779 BUDHA KHE RHI SHOPPING IGUATEMI CAMPINAS Av. Iguatemi, 777 2º piso Campinas – SP 19 3254 3963 / 3254 3978
BUDHA KHE RHI MARINGÁ Av. Herval, 236 Maringá – PR 44 3034 0374 BUDHA KHE RHI GRAND PLAZA SHOPPING Avenida Industrial, 600 Loja 312 Santo André – SP