10 minute read
10. Formative Assessment Presentation
10.1. Slide 1: Title Slide
Introducing Peruvian brand, MOZH MOZH, to the UK Luxury Market
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Areas of Focus: Sustainable Sourcing, Distribution, & Manufacturing and Heritage, Culture and Design, & Craftsmanship
Emily Freund MSc Strategic Fashion Management- Year 3 Luxury Brand Management
Photos from (MOZH MOZH, 2021)
10.3. Slide 3: Local Market
Local Market: Peru
» Local Competitor’s Analysis » Positioning Map » PESTEL Analysis
MOZH MOZH Escvdo Peruvian Connection Spirit of the Andes Products Sweaters, Skirts/Pants, Outerwear, Dresses, Tanks/Bras, Shawls, Hats, Bags Sweaters, Bottoms, Outerwear, Dresses, Tanks, Bags Sweaters, Skirts/Pants, Outerwear, Dresses, Tees/Tanks, Accessories, Jewelry, Home Sweaters, Bottoms, Outerwear, Tees/Tanks, Accessories, Bags, Jewelry, Lounge/Nightwear Pricing 190-895 (in USD) 90-2,275 (in USD) 18-1,898 (in GBP) 4.95-299 (in GBP) Quality High quality sustainable, fabrics Luxury, sustainable fabrics High quality, ethical production Premium Quality Expertise Traditional Peruvian textiles & artisan techniques Traditional Peruvian textiles & artisan techniques Tradition Peruvian textiles & artisan techniques Traditional Peruvian textiles & artisan techniques
Unique Features Local Peruvian textiles made by artisans, sustainable methods Local Peruvian textiles made by artisans, sustainable methods Local Peruvian textiles & styles made by artisans Local Peruvian textiles & styles made by artisan
Distribution MOZH MOZH website, online retailer sites, various in store retailers Location Based in Peru, Small worldwide audience Escudo website, online retailer sites, various in store retailers Based in Peru, small worldwide audience Peruvian Connection website, Flagship stores in major cities in the USA & London Made in Peru, USA & London stores Spirit of the Andes website
Made in Peru, based in the UK
Service Made to order Free shipping for orders > $500
Reputation Positive for sustainable, traditional techniques through contemporary, colorful designs Marcomms Magazine features, Vogue Italia: The Next Green Talents, International Fashion Showcase, Instagram (19.7K followers)
Strengths Uses traditional & ethical approach in a trendy, contemporary style
Weaknesses Worldwide customer base is small and not well-known Positive for sustainable, traditional techniques through contemporary designs Instagram (41.4K followers), Facebook, Ambassadors, various Vogue magazines, Magazine features,
Uses traditional & ethical approach in a contemporary style, PR & marketing
Minimal information on practices Curbside pickup, Personal Shopping, Newsletter, Style Guide Positive for traditional techniques & locally sourced textiles made in Peru, brand created in Kansas Newsletter, Free Return for 90 days
Positive for traditional techniques & styles
Instagram (17.8K followers), Facebook, Pinterest, YouTube, plethora of magazine & newspaper features, gives back to local Peruvian community Uses traditional approach & style, widespread marcomms & organization collaborations Small international customer base Instagram (117 followers), Facebook, Pinterest, YouTube, Twitter, Discount store (currently closed)
Uses traditional approach & style, sister brands that support textile sourcing
Small international customer base
Sources (The Androgyny, 2017) (MOZH MOZH, 2021) (Pervinca Bellini, 2019), (Instagram, 2021c) (ESCVDO, 2021), (Instagram, 2021a) (Peruvian Connection, 2021), (Instagram, 2021d) (Spirit of the Andes, 2021), (Instagram, 2021e)
10.2. Slide 2: About the Brand
MOZH MOZH Brand DNA & Identity
» Brand Identity Prism » Anatomy of Luxury Brand » Customer Profile
(Fionda and Moore, 2009), (MOZH MOZH, 2021), adapted by Emily Freund (Kapferer, 1986), (MOZH MOZH, 2021), adapted by Emily Freund
(Clary, 2021), (Cygan, 2021), (Davis, 2021), (Denegri, 2021), (Dornan, 2021), (Haus Agency, 2021)
10.4. Slide 4: Target Market
Target Market: UK
» Market Criteria » Global Competitor’s Analysis » Customer Profile
MOZH MOZH LOEWE The Elder Statesman Stella McCartney Products Sweaters, Skirts/Pants, Outerwear, Dresses, Tanks/Bras, Shawls, Hats, Bags (Womenswear) Sweaters, Skirts/Pants, Outerwear, Dresses, Shirts, Bags, Shoes, Home, Fragrances, Accessories (Men & Womenswear) Sweaters, Tops, Bottoms, Outerwear, Dresses & Jumpsuits, Accessories, Bags, Hats, Home (Men & Womenswear) Knitwear, Dresses & Jumpsuits, Sweatshirts/Shirts, Denim, Swimwear, Lingerie, Outerwear, Bags, Shoes, Accessories (Unisex, Womenswear, Kidswear) Pricing 190-895 (in USD) 40-11,100 (in GBP) 115-8,995 (in USD) 40-2,850 (in GBP) Expertise/ Quality
High quality, sustainable fabrics made with tradition Peruvian artisan techniques Luxury quality, Spanish craftmanship and leather expertise Luxury quality, hand dyed knitwear Luxury quality, sustainable at the core of the brand
Distribution MOZH MOZH website, online retailer sites, various in store retailers LOEWE website, Flagship stores in major cities, luxury retailers, department stores, & sites The Elder Statesman website, Flagship store in California, luxury retailers, department stores, & sites Stella McCartney website, Flagship in London, luxury retailers, department stores & sites
Reputation Positive for sustainable, traditional techniques through contemporary, colorful designs Marcomms Magazine features, Vogue Italia: The Next Green Talents, International Fashion Showcase, Instagram (19.7K followers)
Strengths Uses traditional & ethical approach in a trendy, contemporary style Weaknesses Worldwide customer base is small and not well-known Positive for luxury quality & innovative designs with heritage & traditions in mind
LOEWE Foundation & Poetry Prize, digital platform “The Room”, Multiple Instagram pages (3.1M followers on main), Magazine, News, Media features, Newsletter World famous, craftsmanship & luxury
Not much information about sustainability Positive for transparency & fun, contemporary designs, graphic design communications “The Wormhole” blog, Magazine, News, Media Features, Instagram (114K followers), Newsletter
Authentic branding & design techniques
Not much information about sustainability Positive for sustainability & luxury quality pieces
Stella McCartney blog & news, “A to Z Manifesto” artist collaboration, Magazine, News, Media Features, Instagram (6.6M followers), Newsletter Large worldwide customer base & product categories
Not much heritage, culture, story behind the brand other than Stella McCartney herself
Sources (The Androgyny, 2017) (MOZH MOZH, 2021) (Pervinca Bellini, 2019) (Instagram, 2021c) (Loewe, n.d.) (Instagram, 2021b) (The Elder Statesman, n.d.) (Instagram, 2021g) (Stella McCartney, n.d.) (Instagram, 2021f) (Kotler and Armstrong, 2017), adapted by Emily Freund
Sustainability
» CSV- Creating Shared Value » Sustainable Development Goals » CSR & ESG
» Honor the traditional textile techniques of Peruvian artisans and collaborate with them in a socially responsible way » Reduce over production and consumption through slow fashion ideals of Made-To-Order system » Reduce environmental impact of the textile & production industry by locally & ethically sourcing natural materials » Use innovative methods and materials to improve the lives of the people across the value chain » Annual Sustainability Report of all business processes » Use Kering’s EP&L (Environmental Profit & Loss) methodology that places a monetary value on the environmental impact caused by a business (Kering, 2020) » Join environmental coalitions like The Fashion Pact, Fashion Revolution, etc. (The Fashion Pact, 2020)
10.7. Slide 7: Customer Experience
Serving the Customer/ Experience
» In-Store experience at 5 Carlos Place location in London » Online experience
(Joyce, 2019), (MOZH MOZH, n.d.), (Hand Knit Woolen Texture in Full Frame, n.d.), adapted by Emily Freund Creative Concept/Idea
» MatchesFashion Omnichannel Strategy » MOZH MOZH film, in-store pop up, online shopping
(Ansoff, 1957), adapted by Emily Freund
10.8. Slide 8: Marketing Strategy & Timeline
Marketing Strategy/Timeline
» Digital Marketing Strategy » Offline Marketing Strategy » Timeline of Strategy & Launch
(MatchesFashion, 2019), (MOZH MOZH, n.d.), adapted by Emily Freund (MatchesFashion, 2021), (MOZH MOZH, n.d.), adapted by Emily Freund
10.9. Slide 9 & 10: References
Image References
Thank you!
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