Carmen Maria Ponce - Kamilla Murtazina
Andrea Penalba - Elizabeth Pamboukian
1
PART ONE Company Overview Financial Performance Market Analysis Current Distribution SWOT Analysis Perceptual Map Key Competitors Target Customer Personas
2
PART TWO Strategic Initiative Location Justification Hong Kong Macau Pop-Up Justification
3
PART THREE Pop up shop design Floor Plan Footfall Product Assortment Human Resources Special Characteristics Promotional Plan Launch Party Sales Forecast (Buying Plan) Operational Plan
Private
Valentino Spa is a is an Italian clothing company founded in 1960 by Valentino Garavani. Is a private subsidiary owned by MFI Luxury SRL which has a corporate family of 98 companies. Valentino has a total of 1.5k employees.
Mission
To play a leading role in the fashion and luxury market through the high quality and refinement of its products and the care and attention to the needs of a cosmopolitan clientele in constant evolution, pursuing excellence, in a continuous dialogue between passion and experience, through: Innovation and creativity, Differentiation and selection, Flexibility and efficiency, Continuity, quality and sustainability, Centrality of the Consumer. In full respect of the ethical principles of fairness, honesty and transparency.
Organizational Hierarchy Antonio Favrin Managing Director
Valentino Garavani Chairman and Co-founder
Stefano Sassi Chief Executive Officer
Pierpaolo Piccioli Creative Director
Board of Directors: Andrea Dona Dalle Rose Roger Abravanel Sergio Erede Sergio Meacci Dario Segre Roberto Notarbartolo di Villarosa Amato Molinari Carlo Vanon Enrico Pian Michele Paolilo
2017
2015
SALES: $1.17B PROFIT: $111M
2016
SALES: $1.36B PROFIT: $205M
SALES: $1.23B PROFIT: $157M
2018
SALES: $1.41B GROWTH: 4%
Growth Rate of Market (Sales) 5% 2015
10%
4% 2017 $1.36B
2016 $1.23B
$1.17B
Market Analysis
2018 $1.41B
SIZE OF LUXURY FASHION MARKET:
$98.82B
Valentino owns 1.4% of this market
1.4%
Market Share
W
232 Stores 42 Countries
20% Online 80% In-Store $272M
(Higher presence is European and Asian countries)
$1,0B
Current Distribution
OFFERINGS
RELATIONSHIPS
POSITION
Offers clothing for both women and men as well as accessories and fragrances across a range of product lines. It has introduced lines such as Haute Couture which includes a variety of collections containing one-of-a-kind creations that are handcrafted. It signifies their creative Italian flare which makes them unique among consumers.
Attracts customers based on high quality, value, and couture assortment. On-going dialogue between passion and experience with customers. Valentino looks for people who are active and determined, with spirit of enterprise and innovation capacity; giving their best in everything they do.
Valentino positions itself in the luxury fashion market, within the higher class, rich and “elite”, specially celebrities. They attract men and women willing to spend their money on designer items.
EXPRESSION
BRAND CORE
PERSONALITY
The Rockstud heels have become an icon product since 2010 and are admired by their market. The Rockstud is symbolic to the brand as you simply ‘just know’ when an accessory is Valentino. The brands prestige image of luxury fashion makes consumers want to be apart of the Valentino selective clientele.
Valentino promises to offer a high quality Valentino’s corporate character is product that exemplifies their touch for embodied by the meaning and purpose innovation and creativity. A product that of its entity. Their employees creative is flexible and efficient keeping in mind confidence to produce as well as their the centrality of the consumer. Valentino appreciation for fashion. Respectful works under the core values of fairness, balance of corporate values and honesty and transparency. empathy.
MISSION & VISION
CULTURE
COMPETENCES
The mission of Valentino is to play a leading role in the fashion and luxury market through the high quality and refinement of its products and the care and attention to the needs of a cosmopolitan clientele in constant evolution and pursuing excellence.
Valentino bases company activities and the culture of business on quality, not only as an aspect of the product, but also as attention to the special needs of customers, professionalism in the workplace, no discrimination and respect.
Valentino is well known for their creation of handcrafted evening gowns and has been for over 40 years. Their personal touch of romanticism, perfectly produced dresses and their use of color ‘Valentino Red’ differentiates them from their competitors.
Brand Identity Matrix Symbols
Strengths
Weaknesses
- Has a strong global brand presence. - Wide range in product assortment, making it a lifestyle brand. - Has its own procurement and manufacturing facility which also serves as centralized design facility. - Available at all leading luxury e-retailers making it accessible to a large audience.
- Womenswear is much more prominent compared to menswear. - Has not tapped into the beauty and wellness industries yet. - High competition means limited market share growth. - Has not been able to establish its presence in emerging economies as compared to some competitors.
Opportunities Threats - Focus on eco-friendly wear collections that are trending. - Collaborations with other brands can bring in more growth. - Can tap emerging markets like Asia where there is a growing base for designer wear and affluent customers.
- The highly fragmented fashion industry results in low brand loyalty. - Fake product imitations affect brand performance .
High Price
Minimal
Maximal
Low Price
VALENTINO 'S TOP 5 COMPETITORS Top 6 Product Categories
Chanel
Givenchy
Prada
Fendi
Dior
Valentino
Bags
$2,900 to $8,900
$1,100 to $4,190
$970 to $7,150
$1,190 to $7,200
$1,000 to $6,900
$345 to $5,745
Shoes
$700 to $1,850
$325 to $1,995
$550 to $1,400
$470 to $1,590
$590 to $1,850
$310 to $2,345
Small Leather Goods
$525 to $3,400
$250 to $1,250
$240 to $800
$270 to $1,980
–
$325 to $845
Fragrance
$55 to $ 3,800
$58 to $235
$60 to $300
–
$24 to $210
$49 to $162
Jewelry
$450 to $2,750
$150 to $2,235
$160 to $2,450
$220 to $1,290
$240 to $1,700
$145 to $945
Makeup
$25 to $410
$20 to $425
–
–
$25 to $82
–
Key Competitors
Overview Chanel S.A. is a high fashion house that specializes in haute couture and readyto-wear clothes, luxury goods, and fashion accessories. As a fashion designer, Coco Chanel catered to women’s taste for elegance in dress, with blouses and suits, trousers and dresses, and jewelery (gemstone and bijouterie) of simple design.
Top Product Categories Bags $2,900.00 - $8,900.00+ Shoes $700.00 - $1,850.00 Small leather goods $525.00 - $3,400.00 Fragrance $55.00 - $3,800.00 Jewelry $450.00 - $2,750.00
Overview Givenchy is a French luxury fashion and perfume house. The brand hosts haute couture clothing, accessories, perfumes and cosmetics. The house of Givenchy was founded in 1952 by designer Hubert de Givenchy and is now owned by luxury conglomerate LVMH. The current artistic director is Clare Waight Keller, who is the first woman to hold that position.
Top Product Categories Bags $1,100.00 - $4,190.00 Shoes $325.00 - $1,995.00 Small leather goods $250.00 - $1,250.00 Fragrance $58.00 - $235.00 Makeup $24.00 - $58.00
Overview Prada S.p.A. is an Italian luxury fashion house, specializing in leather handbags, travel accessories, shoes, ready-to-wear, perfumes and other fashion accessories, founded in 1913 by Mario Prada. Currently, the company is led by his granddaughter Miuccia Prada.
Top Product Categories Bags $970.00 - $7,150.00 Shoes $550.00 - $1,400.00 Small leather goods $240.00 - $800.00 Accessories $130.00 - $770.00 Fragrance $60.00 - $300.00
Overview Fendi is an Italian luxury fashion house that produces fur, ready-to-wear, leather goods, shoes, fragrances, eyewear, timepieces and accessories. Founded in 1925 in Rome, Fendi is known for its fur and fur accessories, and leather goods. Since 2001, Fendi has been a multinational brand and a member of LVMH group.
Top Product Categories Bags $1,190.00 - $7,200.00 Shoes $470.00 - $1,590.00 Small leather goods $270.00 - $1,980.00 Bag Accessories $220.00 - $2,390.00 Jewelry $220.00 - $1,290.00
Overview
Dior is a French luxury goods company owned by LVMH. The company was founded in 1946 by designer Christian Dior. The brand currently designs and retails leather goods, fashion accessories, footwear, jewelry, timepieces, fragrance, makeup, and skin care products, while also maintaining its tradition as a creator of haute-couture under the Christian Dior Couture division.
Top Product Categories Bags $1,000.00 - $6,900.00 Shoes $590.00 - $1,850.00 Jewelry $240.00 - $1,700.00 Fragrance $60.00 - $450.00 Makeup $25.00 - $82.00
Svetlana Ivanova
V
Age: 50 Location: Moscow, Russia Education: Saint Petersburg State University, B. A. in Art History Occupation: stay home wife Income: Over $700,000 net income after her 3 divorces Relationship: Married to Russian Oligarch (for the 3rd time) Brands: Dolce & Gabbana, Ulyana Sergeenko, Chanel VALS Profile: Achiever Interests: Raised in a traditional Russian family, Svetlana prioritizes marriage. She moved to Moscow at a very young age and met her first husband at a ballet in Bolshoi theater but divorced him shortly after he cheated on her. This divorce brought her financial independence and led to two more financially marriages. She also enjoys traveling around Europe to see her kids, who study in London, Geneva, and Paris.
Kim Soo Hyun
V
Age: 27 Location: Seoul, South Korea Education: Florence Design Academy, B.F.A. in Interior Design Occupation: Interior Designer Income: $300,000 (joint income is $600,000) Relationships: Boyfriend of 5 years Brands: Kye, Comme des Garรงons, Supreme VALS Profile: Achiever/Experiencer Interests: Born and raised in Korea, Kim Soo moved to Florence for college and has been enticed with Italian culture since then. He would describe his style as a mix of European and Asian street style. He also enjoys walking his 9 month old Shiba Inu named Kim Chi and traveling around the world with his boyfriend Pierre.
MARKET CHARACTERISTICS Hong Kong is ranked number 2 on Moda Operandi’s Top 10 Spending Global Cities List. Hong Kong consumers collectively spend over $240B (USD) annually, not including mainland tourists who account for an additional 20% of spending. Asian consumers spend more on beauty products compared to those in the West.
Kevin Yang
V
Age: 46 Location: Shenzhen, China Education: Renmin University of China, LL.B. Law Occupation: IP Lawyer Income: $250,000 Relationships: Married with 2 Children, ages 5 and 8 Brands: Giorgio Armani, Lane Crawford, I.T. VALS Profile: Innovator Interests: Kevin travels to Hong Kong and Macau at least twice a month for work and always brings back gifts for his wife and children. In his free time, he has tea parties with his eight year old daughter and plays basketball with this five year old son.
I love Valentino Beauty because it makes my wife smile
Lucia Lau
V
Age: 33 Location: Hong Kong Education: Polytechnic University of Hong Kong, B. A. in Communications Occupation: Owns a PR Agency Income: $175,000 Relationships: Single, focusing on her career Brands: La Mer, Gucci, Givenchy beauty VALS Profile: Experiencer Interests: Lucia is career-driven and well aware that her appearance brings her the best clients. Therefore, she never saves money on beauty and makeup. She has a matching lipstick for every evening dress she owns and is best friends with her cosmetologist.
I love Valentino Beauty because it has a cool boat Pop-up
AREA / LOCATION JUSTIFICATION LOCATION #1: TSIM SHA TSUI FERRY PIER TST is a main city center and is easily accessible by MTR, public transportation, Austin train station which connects to mainland China, and taxis/automobile transportation.
TSIM SHA TSUI FERRY PIER ATTRACTIONS
INFRASTRUCTURE/PEDESTRIAN
EXACT LOCATION
Within walking distance of Austin station which connects to mainland China.
Roads are in good condition and renovated. The Ferry Pier is located within walking distance to the Tsim Sha Tsui MTR station, Austin train station that connects to mainland China, public bus stops, and taxi stands.
Connects to Harbour City mall which houses over 450 retailers including Valentino and competitors
Near Tsim Sha Tsui attractions such as Harbour City Mall, Restaurants, and luxury hotels.
Ferries travels to other ferry piers in Hong Kong and Macau.
HEALTH AND SAFETY Platform is handicap accessible and will be docked and not moving to avoid seasickness.
AREA / LOCATION JUSTIFICATION LOCATION #2: MACAU TAIPA FERRY TERMINAL
Macau is considered to be the “Las Vegas of Asia,” with multiple casinos, its own Parisian and Venetian, luxury hotels, and infamous restaurants.
MACAU TAIPA FERRY TERMINAL ATTRACTIONS
INFRASTRUCTURE/PEDESTRIAN
EXACT LOCATION
Within walking distance of Macau’s International Airport and several public bus stops.
Roads are in good condition and renovated. Located near public bus stops, taxi stands, and hotels.
5 min car ride to Centro Comercial City of Dreams which has a Valentino and its luxury retailer competitors.
Located next to Macau’s International Airport.
HEALTH AND SAFETY
Ferrries travels to outer ferry terminal in Macau and multiple stops in Hong Kong.
Platform is handicap accessible and will be docked and not moving to avoid seasickness.
Near main Macau attractions such as the Centro Comercial City of Dreams, casinos, the Venetian, the Parisian, and luxury hotels.
HONG KONG LEGAL ISSUES - Taxation in Hong Kong is limited; there is no sales, capital gains, or value added tax. - Starting a business requires 1.5 days and two procedures - Ease of paying taxes - Conductive business environment - Dominance of family owned firms - Pressure to agree to exchange of information - Maintains a transparent legal system - Government restriction in media and legal services - Regulatory reforms make property transfers costlier
HONG KONG LEGAL TRADE LAWS - Dependence on external trade. - The freedom to start, operate, and close a business is protected by Hong Kong’s regulatory environment and the country ranked 5 out of 190 countries.
FTA - Free Trade Agreements with China, New Zealand, Member States of the European Free Trade Association (EFTA), Chile, and the ASEAN. - Hong Kong known as an important international hub for trade and finance.
HONG KONG TAXES - Hong Kong’s total tax rate is 22.8% - Taxation in Hong Kong is limited; there is no sales, capital gains, or value-added tax. - Personal income tax varies from 2% to 17%. - Property tax is 15% of the net value of the property.
ZONING LAWS - An occupation permit is required for any construction on land and it includes information on the authorized use of the building. - For construction or reconstruction purposes the individual will need to get approval from the Building Authority. - The government and the Town Planning Board are independent entities.
MACAU LEGAL ISSUES - Decentralized legal system functions effectively - Very weak intellectual property rights (IPR) protection. - The number of days to start a business in China is 22.9 days being above than the average.
LEGAL TRADE LAWS - Increasing instances of trade war between China and the US - Second largest recipient of Foreign Direct Investment (FDI) - The Government focuses on foreign trade as a major vehicle for economic growth. - Trade is primarily dictated by the marketplace - One of the world’s largest trading powers.
MACAU FTA China’s FTA partners are ASEAN, Singapore, Pakistan, New Zealand, Chile, Peru, Costa Rica, Iceland, Switzerland, Hong Kong, Korea, Australia and Taiwan.
ZONING LAWS - All property is either owned by the State or by rural collectives in China - The power of land zoning is an administrative power in China and can be divided into urban-rural planning power and land planning power
MACAU TAXES - Personal income below the minimum has exemption from taxes. - Individual income is taxed ranging from 3% to 45% - The corporate income tax rate is 25%, while for small scale enterprises the rate ranges from 10-20% under certain conditions. - Companies are required to pay a withholding tax of 10% on dividends, interest, and royalties. - Sale and importation of goods, leasing of movable property, repair services and processing services are in the 16% VAT category.
CONCEPT JUSTIFICATION - Enter growing beauty market of Asia - Target consumers with buying power - Take advantage of the close proximity to shopping center in Hong Kong and casinos in Macau
DATE JUSTIFICATION The Pop Up shop will be operating during Chinese New Year to expose the brand to many international visitors from other Asian countries who tend to travel for the holidays and increase the likelihood of impulse buying.
OBJECTIVES FOR DOING A POP-UP - Introduction of a new product category - Attracting new customers - Securing brand loyalty among Asian demographics
MEASURING PERFORMANCE The performance will be measured by sales per square foot to optimize the space for future positioning of Valentino beauty as well as by social media lift that is expected due to the attraction of new target audience by introducing a new product category.
LEARNINGS THAT ARE EXPECTED - Test new products - Distinguish top performing items - Specifics of new target customer
VALENTINO
POP-UP SHOP EXTERIOR
COLLABORATOR: VERONICA PAULON
COLLABORATOR: VERONICA PAULON
POP-UP SHOP INTERIOR
COLLABORATOR: GRACE COWAN
FLOOR PLAN
COLLABORATOR: GRACE COWAN
1
Level 1 1/8" = 1'-0"
SPECIAL FEATURES - Maze structure to reinforce the message of “Journey To The Beauty” - Specific hallways dedicated to specific product category - Payment will be through POS Systems - Lipstick lab with a feature of mixing customer’s own shade of lipstick - Smart mirrors and Photo booths for customer engagement - Bar with refreshments as well as a Make up area for costumers to try the product
ADVERTISEMENT MOCK-UP SCARLATTO LIPSTICK
Scarlatto Lipstick
ADVERTISEMENT MOCK-UP RIGOLETTO & CARMEN EYESHADOW PALETTE
Rigoletto & Carmen Eyeshadow Palette
ADVERTISEMENT MOCK-UP SKIN GLOW ENHANCER
Skin Glow Enhancer
SOCIAL MEDIA MOCK-UPS
FOOTFALL Tsim Sha Tsui Footfall
Location Foot Traffic Per Day
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
January 27
January 28
January 29
January 30
January 31
February 1
February 2
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
7 Day Total
400,000
400,000
400,000
400,000
420,000
420,000
420,000
%Traffic/Fall
0.007
0.007
0.007
0.007
0.007
0.007
0.007
Footfall
2800
2800
2800
2800
2940
2940
2940
Conversion
0.07
0.07
0.06
0.06
0.07
0.07
0.07
Sales Transactions
196
196
168
168
205.8
205.8
205.8
$105
$105
$105
$105
$105
$105
$105
Average Basket Macau Footfall
Location Foot Traffic Per Day
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
February 17
February 18
February 19
February 20
February 21
February 22
February 23
Day 1
Day 2
Day 3
Day 4
Day 5
Day 6
Day 7
266,000
266,000
266,000
312,000
312,000
312,000
%Traffic/Fall
0.007
0.007
0.007
0.007
0.007
0.007
0.007
Footfall
1862
1862
1862
1862
2184
2184
2184
Conversion
0.06
0.06
0.05
0.05
0.06
0.07
0.07
111.72
111.72
93.1
93.1
131.04
152.88
152.88
$105
$105
$105
$105
$105
$105
$105
Average Basket
2,860,000
8580000
20020
60060
1345.4
4036.2
7 Day Total
266,000
Sales Transactions
3 Week Total
2,000,000 14000 846.44 Ttl Transactions
4882.64
COST SHEET COST SHEET Style
Cost
MU %
MU $
Retail
Units
Category 625 SKIN
Il Trovatore Skin Glow Enhancer ($
16,00)
80% ($
64,00) ($ 80,00)
Don Giovanni Blush
($
10,00)
80% ($
40,00) ($ 50,00)
1250
Turandot Highlighter
($
10,00)
80% ($
40,00) ($ 50,00)
1250 CHEEKS
Madama Butterfly Mascara
($
7,00)
80% ($
28,00) ($ 35,00)
1286
Carmen Eyeshadow Palette
($
13,00)
80% ($
52,00) ($ 65,00)
288
Rigoletto Eyeshadow Palette
($
13,00)
80% ($
52,00) ($ 65,00)
288
Tosca Eyeliner (3)
($
6,00)
80% ($
24,00) ($ 30,00)
2250 EYES
Aida Lipstick (3)
($
8,00)
80% ($
32,00) ($ 40,00)
4375 LIPS 11613
PRODUCT ASSORTMENT
Valentino Beauty Make Up Assortment Plan Planned Purchases, Cost: 100 000
$100 000)
CLASSIFICATIONS: SKIN, CHEEKS, EYES, LIPS Total Purchases Classification Skin 10% $10 000) Cheeks 25% $25 000) Eyes 30% $30 000) Lips 35% $35 000)
Units 625 2500 4112 4375
Skin Sking glow enhancer
Total 100%
Purchases $10 000,00)
Units 625
Cheeks Highlighter Blush
Total 50% 50%
Purchases $12 500,00) $12 500,00)
Units 1250 1250
Eyes Mascara Eyeshadow Palette Eyeliner
Total 30% 25% 45%
Purchases $9 000,00) $7 500,00) $13 500,00)
Units 1286 577 2250
Eyeshadow Palette Total Purchases Carmen 50,00% $3 750,00) Rigoletto 50,00% $3 750,00)
Lips Scarlatto Rosso Cremisi Macchiatto Viola
Total 30% 25% 15% 20% 10%
Purchases $10 500,00) $8 750,00) $5 250,00) $7 000,00) $3 500,00)
Units 1313 1094 656 875 438
Eyeliner Nero Carbone Marrone
Units 288 288
Total Purchases Units 35% $4 725,00) 35% $4 725,00) 30% $4 050,00)
788 788 675
Trovatore Skin Glow Enhancer $80
Don Giovanni Blush $50
Turandot Highlighter $50
Aida Lipstick $40
Carmen Eyeshadown Palette $65
Rigoletto Eyeshadow Palette $65
Tosca Eyeliner $30
Madama Butterfly Mascara $35
Buying Plan Plan Net Sales
($
500 000,00)
Average Stock, Retail
($
125 000,00)
Inventory Turnover
4
Plan MU %
80% 1 Week
Net Sales
($
2 Week
140 000,00) ($
% Fall Purchases, Cost
BUYING PLAN 115 000,00) ($
28% ($
3 Week
125 000,00) ($
23%
28 000,00) ($
4 Week
120 000,00) ($ 500 000,00)
25%
23 000,00) ($
Total
24%
25 000,00) ($
100%
24 000,00) ($ 100 000,00)
UNITS 1 Week Net Sales % Fall
2 Week 3251,64 28%
3 Week 2670,99 23%
4 Week 2903,25 25%
Total 2787,12 24%
11613 100%
SUBCONTRACTORS Sub - Contractors
Cost
Architecture firm
Collaboration with Zaha Hadid's architecture Firm (70% discount)
Civil engineer
8% of total architecture and interior cost
Salaries
$
600,000
$
8,400
$
48,750
$
250
Total
$
657,400
TOTAL COST
$
743,708.00
Interior designer
$13 per sqft
Transportation equipment $250 per hour
HUMAN RESOURCES: SALARIES Roles Sales Associates
Employees
Hour rate
Monthly Salary
Salaries per number of employees
18 $
13.19
$
2,375
$
42,750
Manager
2 $
17.69
$
3,185
$
6,370
Makeup artists
8 $
16.28
$
2,930
$
23,440
Cleaning Staff
6 $
6.12
$
1,102
$
6,612
Security
4 $
9.91
$
1,784
$
7,136
$
86,308
Total
V
ORGANIZATIONAL CHART
RESPONSIBILITIES SALES ASSOCIATES
Engaging with customers, providing outstanding customer service, managing financial transactions, achieving established goals, and collecting data.
MANAGER
Successfully running the pop up, working the shop floor, engaging with both customers and staff, ensuring that the staff give great customer service, monitoring financial performance, and collecting data.
MAKEUP ARTISTS
Applying makeup to aesthetically enhance customer experience, promoting product, collecting data, and engaging with customers.
CLEANING STAFF
Cleaning, stocking and supplying designated facility areas (dusting, sweeping, vacuuming, mopping, cleaning ceiling vents, restroom cleaning etc), performing and documenting routine inspection and maintenance activities.
SECURITY
Securing premises and personnel by patrolling property, monitoring surveillance equipment, inspecting buildings, equipment and access points, permitting entry, and preventing losses and damage by reporting irregularities, informing violators of policy and procedures.
HUMAN RESOURCES: TIME CHART 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
Monday
Tuesday
Wendsday
Thursday
Friday
Saturday
Sunday
Manager Time Chart Manager #1 • Mon / Wed / Fri / Sun 10:00 am - 3:30 pm • Tues / Thurs / Sat 3:30 pm - 9:00 pm Manager #2 • Mon / Wed / Fri / Sun 3:30 pm - 9:00 pm • Tues / Thurs / Sat 10:00 am - 3:30 pm
10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
Monday
Tuesday
Wendsday
Thursday
Friday
Saturday
Sunday
MUA Artist Time Chart MUA Artist #1, 2, 3, & 4 • Mon / Wed / Fri / Sun 10:00 am - 3:30 pm • Tues / Thurs / Sat 3:30 pm - 9:00 pm MUA Artist #5, 6, 7, & 8 • Mon / Wed / Fri / Sun 3:30 pm - 9:00 pm • Tues / Thurs / Sat 10:00 am - 3:30 pm
HUMAN RESOURCES: TIME CHART 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
Monday
Tuesday
Wendsday
Thursday
Friday
Saturday
Sunday
Security Time Chart Security #1 & 2 • Mon / Wed / Fri / Sun 10:00 am - 3:30 pm • Tues / Thurs / Sat 3:30 pm - 9:00 pm Security #3 & 4 • Mon / Wed / Fri / Sun 3:30 pm - 9:00 pm • Tues / Thurs / Sat 10:00 am - 3:30 pm
10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
Monday
Tuesday
Wendsday
Thursday
Friday
Saturday
Sunday
Sales Associates Time Chart Sales Associates Group #1 • Mon / Wed / Fri / Sun 10:00 am - 3:30 pm • Tues / Thurs / Sat 3:30 pm - 9:00 pm Sales Associates Group #2 • Mon / Wed / Fri / Sun 3:30 pm - 9:00 pm • Tues / Thurs / Sat 10:00 am - 3:30 pm
HUMAN RESOURCES: TIME CHART 10:00 AM 11:00 AM 12:00 PM 1:00 PM 2:00 PM 3:00 PM 4:00 PM 5:00 PM 6:00 PM 7:00 PM 8:00 PM 9:00 PM
Monday
Tuesday
Wendsday
Thursday
Friday
Saturday
Sunday
Cleaning Staff Time Chart Security #1, 2 & 3 • Mon / Wed / Fri / Sun 10:00 am - 3:30 pm • Tues / Thurs / Sat 3:30 pm - 9:00 pm Security #4, 5 & 6 • Mon / Wed / Fri / Sun 3:30 pm - 9:00 pm • Tues / Thurs / Sat 10:00 am - 3:30 pm
PROMOTIONAL PLAN Promotional Plan Campaign Type
Details
Target Market
Cost
In-store Marketing
Signs and word of mouth marketing in all Hong Kong Valentino boutiques
Hong Kong and Macau Locals
$450.00
Local Media
Sponsored content on local media outlets such as SCMP and Sassy Hong Kong
Hong Kong and Macau Locals
$1,770.00
Launch Party
120 invitees will have exclusive access to this evening event
Top Valentino customers and fashion/beauty influencers
Press Releases
Press release will be sent to Hong Kong news and fashion outlets as well as internationally
News outlets and Hong Kong/Macau locals
Valentino will sponsor select fashion and beauty influencers to promote the pop up store and beauty products
Trend followers
Valentino will purchase Instagram ads and promote on their own platform
Current Valentino customers and younger affluent consumers
$550.00
Valentino will purchase Facebook ads and promote on their own platform
Current Valentino customers and older affluent consumers
$550.00
Valentino will purchase Twitter ads and promote on their own platform
Current Valentino customers and younger affluent consumers
$340.00
Valentino will use WeChat to promote on their own platform
Current Valentino customers and affluent Asian consumers
$0.00
Valentino will purchase Weibo ads and promote on their own platform
Current Valnetino customers and affluent Asian consumers
$490.00
Website
Valentino will promote the pop up store and beauty line on their own website
Current Valentino customers
$0.00
Email Newsletter
Valentino will promote the pop up store and beauty line in their emails
Current Valentino customers signed up for emails
$0.00
Online
Valentino will buy online ads
Online shoppers and browsers
Valentino will buy print ads in local lifestyle and fashion magazines
Magazine readers
$20,000.00
Outdoor
Valentino will purchase 2 billboard spaces in Hong Kong and Macau
Hong Kong and Macau Locals
$18,000.00
Local Marketing
Public Relations $34,374.00 $1,500.00
Content Marketing Sponsored Content
$100,000.00
Social Media
Online
Advertising $3,000.00
Total
$181,024.00
FIONA ZANETTI
LAUNCH PARTY - Party will occur Sunday, January 26 from 8-11pm - 120 invitees (70 influencers, 50 top Valentino customers and executives) - Catering: Italian Chinese Fusion
- Guests will be able to mingle around and enjoy hor d’oeuvres throughout the event, try products and have their makeup done by Valentino makeup artists - Guests will also have access to all the interactive features within the pop up store - DJ Fiona Zanetti will play trendy music - At the end of the event, guests will be given gift bags with sample products
MASSIMO BOTTURA
- Collaboration with Hong Kong’s Mandarin Oriental Italian Chef Massimo Bottura
GUESTS AIMEE SONG
TINA LEUNG
5.2M FOLLOWERS
284K FOLLOWERS
70 INFLUENCERS 50 VALENTINO
TOP COSTUMERS & EXECUTIVES
120 TOTAL INVITEES
BRYAN BOY
684K FOLLOWERS
LAUNCH PARTY Launch Party Budget Item
Quantity
Cost
Mandarin Oriental Catering including servers
1
$7,500.00
Chef Giada De Laurentiis
1
$12,000.00
DJ Fiona Zanetti
1
$7,000.00
Makeup Artists
2
$194.00
Sales Associates
4
$280.00
Gift Bags with Samples
120
$2,400.00
Decor
n/a
$5,000.00 Total
$34,374.00
OPERATIONAL PLAN: PRE-LAUNCH Operational Plan Pre-Launch August 2019
September 2019
October 2019
November 2019
Week 2
Week 3
Week 4
STRUCTURE Interior Designing Building of Structure Tech Installations Stock Store LEGAL Permitting Zoning MERCHANDISE Product Development Product Testing Assortment Plan Shipping and Delivery MARKETING Partner with Influencers Copywriting and Art Direction Send Press Release Promotions Advertising Social Media Marketing STAFF TRAINING Training Employees
Operational Plan During Pop-Up Event Week 1 LAUNCH PARTY Event Opening
December 2019
January 2020
Copywriting and Art Direction Send Press Release Promotions Advertising Social Media Marketing STAFF TRAINING
OPERATIONAL PLAN: DURING
Training Employees
Operational Plan During Pop-Up Event Week 1 LAUNCH PARTY Event Opening Launch Influencer Marketing MARKETING Continue Print Advertising Continue Online Advertising Continue Outdoor Advertising Continue Social Media Marketing LOCATION Docked in Hong Kong Docked in Macau
Week 2
Week 3
Week 4
FUTURE OUTLOOK The pop up will be disassembled and reassembled in different locations in the future to promote Valentino’s beauty line such as: -Venice for Venetian Biennale -Miami for Art Basel
THANK YOU
Ang, K. (2019, April 02). “Vogue Hong Kong is more high-voltage, edgier and younger”. Retrieved from Givenchy. (n.d.). Retrieved May 6, 2019, from https://www.givenchy.com/america/en/homepage https://www.voguebusiness.com/companies/vogue-hong-kong-launch-asian-fashion-media King, R. (2019, May 5). This ‘Fashion Discovery Site’ Claims to Be Able to Predict Upcoming Trends in Luxury Fashion. Retrieved from http://fortune.com/2019/05/05/moda-operandi-luxury-fashion-2/ Analysis of Conflicts Between Land Zoning Power and Land Development Right in China. (n.d.). Retrieved from https://www.lexisnexis.com/legalnewsroom/international-law/b/international-law(n.d.). Retrieved from https://app.avention.com/company/7827da4e-3c1e-35e5-8d05blog/posts/analysis-of-conflicts-between-land-zoning-power-and-land-development-right-in-china 0c46a5518e65#report/financial_report_local_filed Average Salary in Hong Kong, Hong Kong. (n.d.). Retrieved from https://www.payscale.com/research/ (n.d.). Retrieved from https://www.dlapiperrealworld.com/law/index.html?t=sale-andHK/Location=Hong-Kong/Salary purchase&s=real-estate-sales-and-public-law&q=planning-zoning-issues&c=HK Caraway, M. (2019, January 29). 6 Company Culture Traits to Develop in your Organization Today. Retrieved from https://wishlistrewards.com/6-company-culture-traits-to-develop-in-your-organization- MarketLine Country Profile: China. (2018). China Country Profile (pp. 1–88). Retrieved from http://0search.ebscohost.com.library.scad.edu/login.aspx? direct=true&db=buh&AN=133553233&site=bsitoday live Chanel. (n.d.). CHANEL Official Website: Fashion, Fragrance, Beauty, Watches, Fine Jewelry. MarketLine Country Profile: Hong Kong. (2017). Hong Kong Country Profile (pp. 1–68). Retrieved from Retrieved May 6, 2019, from https://www.chanel.com/us/ http://0search.ebscohost.com.library.scad.edu/login.aspx? direct=true&db=buh&AN=129091757&site Company Overview of Valentino Fashion Group S.p.A. (n.d.). Retrieved from https://www.bloomberg. =bsi-live com/research/stocks/private/board.asp?privcapId=5664739 Prada. (n.d.). Retrieved May 6, 2019, from https://www.prada.com/us/en.html Corporate information. (n.d.). Retrieved from https://www.valentino.com/en-us/experience/corporateValentino Online Boutique US: Apparel and accessories. (n.d.). Retrieved from https://www.valentino. information com/ DIOR. (n.d.). Retrieved May 6, 2019, from https://www.dior.com/en_us Valentino S.P.A. (D&B) Hoovers Valentino Spa. (n.d.). Retrieved from https://app.avention.com/company/7827da4e-3c1e-35e5-8d05-0c46a5518e65#report/company_ FashionNetwork.com. (2019, April 17). Valentino’s revenue growth slows in 2018. Retrieved from summary https://us.fashionnetwork.com/news/Valentino-s-revenue-growth-slows-in-2018,1090589.html#. XM3TtS2ZNsM Valentino S.P.A SWOT Analysis | Competitors & USP | BrandGuide. (n.d.). Retrieved from https:// www.mbaskool.com/brandguide/lifestyle-and-retail/3791-valentino-spa.html Fendi. (n.d.). FENDI | Official Online Store. Retrieved May 6, 2019, from https://www.fendi.com/us
References