Emily Jiang, Charis Chan
Lane Crawford is a global luxury fashion, beauty and lifestyle department store that offers the largest designer portfolio in Greater China, carefully selected by Lane Crawford’s team of experts who travel the world selecting the very best items for its customers. Based in Hong Kong and China, yet with a truly global perspective, Lane Crawford has a unique take on luxury that draws from over 160 years success. It is globally renowned for its carefully curated collections across international womenswear, menswear, shoes and accessories, jewellery, beauty and home & lifestyle.
THE HISTORY OF LANE CRAWFORD
1850
Lane, Crawford & Co. opens for business in a matshed on the waterfront on the north side of Queen’s Road. Its first customers are the visiting ships’ crewmen and the colonial staff and families of senior staff of the British Navy and Military establishments. Within a year, the Praya store expands to what would later become 6 Des Voeux Road, where the Bank of America now sits. The store expands further to Queen’s Road, where an impressive new entrance is added. The premises become the first Lane Crawford House and is referred to as the “Queen’s Road” store, the Colony’s first department store.
1905
Lane Crawford opens its flagship store at 4 Ice House Street, after seven years of construction. Its showrooms span three floors of the six-storey Victorian building with a trading area of 19,000 square feet. Ladies and men’s tailoring departments become the “fashion center” of Hong Kong.
1965
Lane Crawford runs concessions at the China Fleet Club, including Mikimoto, during the Vietnam War, and becomes a favourite of American servicemen.
1988
Lane Crawford opens at Pacific Place. Sales break the $1 billion mark.
1997
The Group’s turnover is $1.76 billion for fiscal year 1996/97. Balbina Wong-Brillhart assumes overall management of the business. Lane Crawford opens a 60,000 square foot department store in Times Square, Causeway Bay.
2003
Jennifer Woo takes on the role of President with a plan to modernize Lane Crawford, moving away from the department store model and creating a specialty store focusing on international designer fashion.
2004
The new Lane Crawford launches with flagship at the International Finance Centre, just metres away from where the business started in 1850. At 82,000 square feet, it is the largest Lane Crawford store in its history and includes the largest portfolio of international brands in Asia, a Concierge to cater to virtually every need, and an exclusive suite for the comfort of its VIP cardmembers.
2007
Lane Crawford’s first store in Beijing opens with more than 600 brands, 50% of which are exclusive the Beijing market. In Hong Kong, Lane Crawford opens its first dedicated designer home and lifestyle store.
2008
Lane Crawford is presented with The National Retail Federation’s International Award, one of the most prestigious awards for innovation in the retail industry, nominated, reviewed and selected by industry leaders from around the world.
2013
Lane Crawford opens at China flagship, Lane Crawford Shanghai Times Square
2014
Lane Crawford opens at International Finance Square, Chengdu
MISSION STATEMENT
Lane Crawford is a place where fashion, art and design combine in award-winning, visually captivating spaces.
Fashion and interior design blogger YouTuber featuring videos focused on fashion, design inspiration, DIY and more $80,000/year Lives with her boyfriend in a modern style apartment
CHLOE, 29 YEARS OLD
Her style is very contemporary and she prefers spending money on high quality items Drinks wine or a classic dry gin martini Listen to classic jazz music or pop music Read any kinds of fashion and interior magazine Attends gallery openings, fashions events Love traveling around world and hanging out with friends
TARGET CUSTOMER
COMPETITORS
Nordstrom American chain of department stores headquartered in Seattle, Washington. Founded in 1901 by John W. Nordstrom and Carl F. Wallin,the company has 349 stores operating in 40 states Selling high street to high-end brands The brand encompasses women (clothing ,shoes,accessories,handbags,jewery), men (clothing, shoes, accessories), kids (clothing, shoes), home & gifts, beauty Private label: Men, Women, Kids, Home& Gifts
Saks Fifth Avenue American luxury department store owned by the oldest commercial corporation in North America, the Hudson's Bay Company, founded in 1867 by Andrew Saks. The headquarters in New York City.The company has 40 stores in the states, 6 international stores and 110 off 5th stores. The brand encompasses designers, women's apparel, shoes, handbags, jewelry & accessories, beauty, men, kids, home Private label: Saks Fifth Avenue Women's Apparel, Women's Shoes, Handbags, Women's Accessories, Men, Layette (baby), Home Cooperate designers: Men's Saks Fifth Avenue x Anthony Davis Men's Saks Fifth Avenue x Traiano
Lord and Taylor The oldest department store in the US, founded in 1826 by Samuel Lord and George Wshington Taylor, Headquartered in New York City. Lord & Taylor consists of 50 locations, and 4 L&T outlets. Since 1826, Lord & Taylor has built a reputation for service, for quality, and most of all, for style. By creating a unique mix of the latest trends and the timeless classics, we have become the favorite store of generations of shoppers. The company has 349 stores operating in 40 states The brand encompasses women, shoes, handbags, jewelry & accessories, beauty, men, kids, home Private label: Lord & Taylor Clothing, Lord & Taylor Jewelry Cooperate with Project Runway
Lane Crawford Jewelry Medium size business First Lane Crawford store in the United States Offers fashion Jewelry at a mid-price point Expand to younger target customer (23-35 years old) Short-Term Goal: Introduce the brand to the US market Establish the brand reputation and brand image as a luxury lifestyle Have stronger social media presence Long-Term Goal: Expand the business into larger scale Become Omni-channel retailer in the US Have a stronger connection with target customers
SCOPE AND SIZE
CONCEPT
COLOR BOARD Eiffel Tower
Pantone PQ -18-5210 TCX
Strong Blue Pantone 18-4051 TPG
Lagoon Pantone 16-5418 TPX
Coral Pink Patone 14-1318 TCX
Oyster Mushr0om Patone 13-4201 TCX
Lily White Patone 11-4301 TPG
MATERIAL BOARD Howlite Stone
Agate Stone
Rose Gold
925 Sterling Silver
Henatite Stone
Glass Japanese Delica Seed Beads
Sheep Leather Moon Stone
MADE FOR HER COLLECTION F/W 2018
JEWELRY TECH PACK
JEWELERY SPECIFICATION Item Name: Round Agate Earring Item No.: LCFJ01 Season: FW18 Retail Price: $25 Quantity: 480 Delivery Date: 25-Aug Material: Agate and 925 sterling silver Length: 25mm Width: 20mm Thick: 2 mm Product measures: Drop 40 mm Total Weight : 4g/ pair Tolerance: 0.5 mm
4mm jump ring
Stone Detail:
925 sterling silver
3mm jump ring
JEWELERY SPECIFICATION Item Name: Hematite Stone Necklace Item No.: LCFJ02 Season: FW18 Retail Price: $65 Quantity: 290 Delivery Date: 25-Aug Material: Hematite and sterling silver Length: 516 mm Width: 12mm Thick: 10 mm Product measures:Drop508 mm Total Weight : 6.5g Tolerance: 0.75 mm
Sterling Sliver 500 mm
Agate stone 25*20*2 mm
Hematite Stone 16*12*10 mm
Stone Detail:
Sterling silver 190mm Round Moonstone 12.4*10.5*6.8mm
20mm
Sterling silver
JEWELERY SPECIFICATION
JEWELERY SPECIFICATION Item Name: Moonstone Spinning Bangle Item No.: LCFJ03 Season: FW18 Retail Price: $75 Quantity: 320 Delivery Date: 25-Aug Material: Moonstone and 925 sterling silver Length: 190mm Total Weight : 14g Tolerance: 1 mm
Stone Detail:
Item Name: Howlite Natural Stone Ring Stone Detail: Item No.:LCFJ04 Season: FW18 Retail Price: $65 Quantity: 320 Delivery Date: 25-Aug Material: Howlite Stone and 925 sterling sliver Length: 30mm Width: 20mm Thick: 15 mm Ring Size: S-XL (S:16.4mm M:16.9mm L:17.5mm XL: 18.5mm) Total Weight : 9g Sterling silver Tolerance: 0.5 mm
Bezel 30*20mm
Howlite stone 45mm
Sterling silver ring
JEWELLERY SPECIFICATION
JEWELERY SPECIFICATION Item Name: Howlite Stone Drop Earring Item No.:LCFJ05 Season: FW18 Retail Price: $65 Quantity: 320 Delivery Date: 25-Aug Material: Howlite stone and 925 sterling sliver Length: 40 mm Product measures: Drop 50 mm Total Weight : 5g/ pair Tolerance: 0.5 mm
Stone Detail:
925 sterling sliver diam 8mm
Item Name: Gold Sheep Leather Tassel Earring Item No.: LCFJ06 Season: FW18 Retail Price: $30 Quantity: 170 Delivery Date: 25-Nov Material: Leather and 925 sterling sliver Length: 60 mm Product measures: Drop 65 mm Total Weight : 4g/ pair Tolerance: 0.75 mm
925 sterling sliver length 10mm
Howlite Stone length 30mm diam 4.5mm
Sheep leather taseel length50mm
JEWELERY SPECIFICATION fItem Name: Rose Gold Cuff Item No.: LCFJ07 Season: FW18 Retail Price: $100 Quantity: 260 Delivery Date: 25-Nov Material: 14K Rose Gold Plate Length: 190mm Width: 55mm Total Weight : 30g Tolerance: 1 mm
Material Detail:
Material Detail:
JEWELERY SPECIFICATION Item Name: 18K Rose Gold Ring Material Detail: Item No.: LCFJ08 Season: FW18 Retail Price: $ 100 Quantity: 170 Delivery Date: 25-Nov Material: Rose gold Length: 25mm Width: 20mm Thick: 3 mm Ring Size: S-XL (S:16.4mm M:16.9mm L:17.5mm XL: 18.5mm) Total Weight : 7g Tolerance: 0.5 mm
14K Rose gold 190*55mm
18K rose gold 25*20*3mm 18K Rose gold ring
JEWELERY SPECIFICATION
JEWELERY SPECIFICATION Item Name: Bohemian Bracelet Item No.: LCFJ09 Season: FW18 Retail Price: $60 Quantity:155 Delivery Date:25-Nov Material: Glass Japanese Delica Seed Beads,Nylon Thread Length: 190m Width: 35mm Beads Used: Over 2000 Total Weight : 14g Tolerance: 1 mm
190*35mm
Material Detail:
Item Name: Double Strand Rose Gold Pendant Item No.: LCFJ10 Season: FW18 Retail Price: $130 Quantity: 155 Delivery Date: 25-Nov Material: 14K Rose Gold Length: 802 mm Product measures:Drop 762 mm Total Weight : 20g Tolerance: 0.75 mm
The longer necklace stand 762mm
The larger tassel length stand 40mm
Material Detail:
The shorter necklace stand 533mm
The smaller tassel length stand 30mm
LINE UP
"MADE "MADEFOR FORHER" HER"F/W F/W2018 2018
Round Agate Earrings Quantity: 480 ROUND AGATE EARRING Retail Price: $25 Delivery Date: 25-Aug
Hematite Stone Necklace Quantity: 290 HEMATITE STONE NECKLACE Retail Price: $65 Delivery Date: 25-Aug
Moonstone Spinning Bangle Quantity: 320 MOONSTONE SPINNING RetailBANGLE Price: $75 Delivery Date: 25-Aug
Howlite Natural Stone Ring Howlite Stone Drop Earring Quantity: 320 Quantity: 320 HOWLITE NATURAL HOWLITE STONE STONE DROP Retail RING Price: $65 RetailEARRING Price: $65 Delivery Date: 25-Aug Delivery Date: 25-Aug
LINE UP
"MADE FOR HER" F/W 2018
Glod Sheep Leather Tassel Earring GOLD SHEEP Quantity: 170 LEATHER TASSEL Retail Price: $30 EARRING Delivery Date: 25-Nov
Rose Gold Cuff Quantity: ROSE GOLD260 CUFF Retail Price: $100 Delivery Date: 25-Nov
"MADE FOR HER" F/W 2018
18K Rose Gold Ring Quantity: 18K ROSE GOLD170 RING Retail Price: $100 Delivery Date: 25-Nov
Bohemian Bracelet Quantity: 155 BOHEMIAN BRACELET Retail Price: $60 Delivery Date: 25-Nov
Dounle Strand DOUBLE Rose GoldSTRAND Pendant ROSE GOLD Quantity: 155 PENDANT Retail Price: $130 Delivery Date: 25-Nov
MADE FOR HER COLLECTION F/W 2018
TIME &ACTION CALENDAR
LANE CRAWFORD JEWELRY TIME AND ACTION CALENDAR STYLE: LCF J01-05 LCF J06-10 SEASON: FW2018 VENDOR: Lane Crawford COUNTRY OF ORIGIN: China LCFJO1-05
ORDER CONFIRMATION/PRODUCTION RESERVATION DATE COMPLETE COLOR/PATTERNS BREAKDOWN DUE 1ST PROTOTYPE SUBMISSION FROM VENDOR 1ST PROTOTYPE COMMENTS FROM BUYER FINAL PROTOTYPE APPROVAL DUE MOCK UP APPROVAL DUE DATE AD SAMPLES SUBMIT MATERIALS AT FACTORY ACTIONABLE PREPRO SUBMIT PRODUCTION COMMENCE TOP SAMPLE SUBMIT SHIPMENT AT CONSOLIDATOR DATE IN DC (20TH OF THE MONTH)
15/4/18 25/4/18 25/5/18 2/6/18 10/6/18 25/6/18 25/7/18 25/7/18 25/7/18 26/7/18 30/6/18 15/8/18 25/8/18
LCFJO6-10
15/7/18 25/7/18 25/8/18 2/9/18 10/9/18 25/9/18 25/10/18 25/10/18 25/10/18 26/10/18 30/9/18 15/11/18 25/11/18
MADE FOR HER COLLECTION F/W 2018
UNIT BREAKDOWN
UNIT BREAKDOWN Total Units: 2755
Style Nbr. Description % to total Total Units Average Monthly Unit Cost per Unit Total Cost LCFJ01 Agate stone earrings 17% 480 80 $7.45 $3,576.00 LCFJ02 Hematite Stone Necklace 11% 290 48 $19.37 $5,617.30 LCFJ03 Moonstone Spinning Bangle 12% 320 53 $22.36 $7,155.20 LCFJ04 Howlite Natural Stone Ring 12% 320 53 $19.38 $6,201.60 S 25% 80 13 M 31% 100 17 L 25% 80 13 XL 19% 60 10 LCFJ05 Howlite Stone Drop Earring 12% 320 53 $19.37 $6,198.40 LCFJ06 Gold Sheep Leather Earring 6% 170 57 $8.94 $1,519.80 LCFJ07 Rose Gold Cuff 9% 260 87 $29.78 $7,742.80 LCFJ08 Rose Gold Ring 6% 170 57 $19.38 $3,294.60 S 24% 40 13 M 35% 60 20 L 24% 40 13 XL 18% 30 10 LCFJ09 Bohemian Bracelet 6% 155 52 $17.82 $2,762.10 LCFJ10 Double Strand Pendant 6% 155 52 $38.75 $6,006.25
Retail per Unit $25.00 $65.00 $75.00
Total Retail Total Margin$ Marup% $12,000.00 $8,424.00 70% $18,850.00 $13,232.70 70% $24,000.00 $16,844.80 70%
$65.00
$20,800.00
$14,598.40
70%
$65.00 $30.00 $100.00
$20,800.00 $5,100.00 $26,000.00
$14,601.60 $3,580.20 $18,257.20
70% 70% 70%
$65.00
$11,050.00
$7,755.40
70%
$60.00 $130.00
$9,300.00 $20,150.00
$6,537.90 $14,143.75
70% 70%
MADE FOR HER COLLECTION F/W 2018
MONTHLY LINE PLAN
FALL SEASON Nov Sept Oct Quantites Quantites Quantites
LCFJ01 LCFJ02 LCFJ03 LCFJ04 LCFJ05 LCFJ06 LCFJ07 LCFJ08 LCFJ09 LCFJ10
WINTER SEASON Fall Toal
Round Agate Earring 70 70 70 210 Hematite Stone Necklace 40 40 40 120 Moonstone Spinning Bangle 50 50 50 150 Howlite Natural Stone Ring 50 50 50 150 Stone Drop Earring 50 50 50 150 Sheep Leather Tassel Earring Rose Gold Cuff Rose Gold Ring Bohemian Bracelet Double Strand Pendant
Dec Jan Feb Winter Quantites Quantites Quantites Toal TOTAL
100 60 60 60 60 60 90 60 60 60
80 50 50 50 50 50 80 50 45 45
90 60 60 60 60 60 90 60 50 50
270 170 170 170 170 170 260 170 155 155
480 290 320 320 320 170 260 170 155 155
Total: 2604
MONTHLY LINE PLAN
MADE FOR HER COLLECTION F/W 2018
JEWELRY COST SHEET
Round Agate Earrings LCFJ01 Color: Lagoon & Oyster Mushroom Quantity: 480 Retail Price: $25 Delivery Date: 25-Aug
Hematite Stone Necklace LCFJ02 Color: Eiffel Tower & Oyster Mushroom Quantity: 290 Retail Price: $65 Delivery Date: 25-Aug
Moonstone Spinning Bangle LCFJ03 Color: Strong Blue & Oyster Mushroom Quantity: 320 Retail Price: $75 Delivery Date: 25-Aug
Howlite Natural Stone Ring LCFJ04 Color: Eiffel Tower, Oyster Mushroom & Lily White Quantity: 320 Retail Price: $65 Delivery Date: 25-Aug
Howlite Stone Drop Earring LCFJ05 Color: Eiffel Tower, Oyster Mushroom & Lily White Quantity: 320 Retail Price: $65 Delivery Date: 25-Aug
Glod Sheep Leather Tassel Earring LCFJ06 Color: Gold & Oyster Mushroom Quantity: 170 Retail Price: $30 Delivery Date: 25-Nov
Rose Gold Cuff LCFJ07 Color: Coral Pink Quantity: 260 Retail Price: $100 Delivery Date: 25-Nov
18K Rose Gold Ring LCFJ08 Color: Coral Pink Quantity: 170 Retail Price: $100 Delivery Date: 25-Nov
Bohemian Bracelet LCFJ09 Color: Coral Pink, Gold, Lily White,Lagoon & Eiffel Tower Quantity: 155 Retail Price: $60 Delivery Date: 25-Nov
Dounle Strand Rose Gold Pendant LCFJ10 Color: Coral Pink Quantity: 155 Retail Price: $130 Delivery Date: 25-Nov
MADE FOR HER COLLECTION F/W 2018
PACKAGING & COST SHEET
LABEL &CARE INSTRUCTION :$1.85
ENVELOPE :$3.64
PAPER BAG:$3.23
PACKAGING- REGULAR
Jewelry Box (S) :$3.44 Jewelry Box (M) :$4.70 Jewelry Box (L) :$5.23
PACKAGING- HOLIDAY
Jewelry Box (S) :$3.48 Jewelry Box (M) :$4.78 Jewelry Box (L) :$5.33
MADE FOR HER COLLECTION F/W 2018
MARKETING STRATEGY
POSTER POSTER
The poster for Lane Crawford depicts the easygoing lifestyle and the character of the The poster for Lane Crawford depicts the "made for her" fall winter 2018 collection. easygoing lifestyle and the character of the The minimalist design conveys the brand image. "made for her" fall winter 2018 collection. The minimalist design conveys the brand image. "I AM NOT A PIECE OF JEWELLERY, I AM AN EMOTION, MADE REAL" is the main inspiration "I AM NOT A PIECE OF JEWELLERY, I AM AN of the design. EMOTION, MADE REAL" is the main inspiration of the design.
WEB PAGE WEB PAGE
The landing page of the Lane website redirects TheCrawford landing page of the Lane toCrawford a page filled withredirects designed website jewellery. to a page filled with designed jewellery. The mystery of stones linked the whole inspiration the design The mystery of stonesoflinked the and designer interview. whole inspiration of the design and designer interview. The three pictures at the bottom present the poster, window The three pictures at the bottom display, and detail page. present the poster, window display, and detail page.
SOCIAL MEDIA SOCIAL MEDIA The social media campaign to promote the media "Made campaign For Her" Fall The social to Winter 2018 collection will Fall use promote the "Made For Her" editorial on the Winter 2018pictures collection willLane use Crawford Instagram page. editorial pictures on the Lane Crawford Instagram page. Pieces could be purchased through onlien links with Piecesthe could be purchased Instagram business through the onlien linkstools. with Instagram business tools.
EDITORIAL EDITORIAL The "Made For Her" Fall-Winter 2018 The collection be promoted "Made will For Her" Fall-Winter the fashion 2018 on collection will magazine. be promoted This article the on the introduced fashion magazine. inspiration of article the design and thethe This introduced interview designer. inspiration of of thethe design and the The magazine will beof published a interview the designer. week beforewill the launch day. a The magazine be published week before the launch day.
WINDOW DISPLAY WINDOW DISPLAY
The window display for the "made for her" collection will be present as a marble theme, the The window display for the "made for her" fruits will be painted in marble color. collection will be present as a marble theme, the fruits will be painted in marble color. The products lay on the "marble" fruits. The artsy style attracts the eyes and intrigues The products lay on the "marble" fruits. customers. The artsy style attracts the eyes and intrigues customers.
YOU CAN BE LANE CRAWFORD'S MODEL YOU CAN BE LANE CRAWFORD'S MODEL Lane Crawford will launch a competition Lane Crawfordwhoever will launch a competition on Instagram, bought the jewelry on from Instagram, whoever label bought the join jewelry Lane Crawford could the from Lane label could the competition. AllCrawford participants just needjoin to take competition. participants just need to take a photo withAll Lane Crawford label Jewelry and a photo with Lane Crawford label Jewelry and hashtag #LCFjewelry and #LCFcompetition; hashtag #LCFjewelry and #LCFcompetition; then the customer will be officially entered the then the customer will be officiallycompetition. entered the competition. Lane Crawford judges will choose the photos Lanefrom Crawford judges willand choose thethe photos all participants select most participants and select themodel. most suitablefrom one all to be Lane Crawford Jewelry suitable one to be Lane Crawford Jewelry model. The winner will be featured in Lane Crawford's The social winner will be featured in Lane Crawford's media feed and marketing materials. social media feed and marketing materials.
LAUNCH PARTY
The launch party will be held on August 31st, from 7:30-10 pm. Lane Crawford will invite Bella Hadid and fashion blogger Natalie Suarez, Jane Aldridge and Aimee Song of Style as our speical guests. Guests can enjoy the jazz live music, food, and cocktails. The event will be located at 129 spring street, in New York City. The total budget will be $38,020.
BUDGET LIST Drinks and Food Bartenders Waiters Influencers Celebrity Jazz Live Band Total
$2,500 $120 $100 $7,500 $25,000 $2,800 $38,020
RESOURCES http://www.lanecrawford.com https://shop.nordstrom.com https://www.saksfifthavenue.com https://www.lordandtaylor.com https://www.pinterest.com https://www.businessoffashion.com/community/companies/lane-crawford
SAVANNAH COLLEGE OF ART AND DESIGN FASM 310 PRIVATE LABEL PRODUCT DEVELOPM