Valentino Maze Pop Up

Page 1

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

Instagram

Valentino will purchase Instagram ads and promote on their own platform

Current Valentino customers and younger affluent consumers

$550.00

Facebook

Valentino will purchase Facebook ads and promote on their own platform

Current Valentino customers and older affluent consumers

$550.00

Twitter

Valentino will purchase Twitter ads and promote on their own platform

Current Valentino customers and younger affluent consumers

$340.00

WeChat

Valentino will use WeChat to promote on their own platform

Current Valentino customers and affluent Asian consumers

$0.00

Weibo

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

Print

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


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