Presentation draft 1

Online Portal for men’s premium clothing

Client brief

Product Brief for New Clothes Portal

Background In the recent past, there have been a host of websites launched that specialize in clothing and apparel.

All websites offer cash-on-delivery and Debit and credit card payment.

The competition includes, Flipkart, Jabong, and recently, Amazon.

The New Clothes Portal We will be making a very specific range of apparel available on our portal. We will stock and sell only Men’s clothing and apparel.

Given Tasks to the agency:

1. Name 2. Target Audience 3. Price Range 4. Brand Positioning 5. Exclusivity The Advertising Challenge

1. Position this new portal in the minds of our target audience.

2. A brand name that reflects the positioning and the target audience.

3. Website design, we are definitely looking for innovations here given the somewhat revolutionary nature of the product proposition.

4. A multi-media advertising campaign.

Research

Quantitative & Qualitative

Quantitative Research

HOW MANY MEN SHOP ONLINE FOR CLOTHES?

Data Analysis 1.Most men (84%) shopped offline (retail outlets, malls etc) - “I cannot try out clothes before buying.”

- “I cannot find the right fit.”

- “I don’t trust the quality of the material or the colour, as seen online.”

51% said that they would shift to online shopping for clothes, if the right developmental changes were made.

WHO SPENDS THE MOST ON CLOTHING AND APPAREL ?

2.

According to the profession men who spend more than Rs 20,000. • Most men (47%) with shopping expenses of over 20,000 are businessmen • 24% are independent professionals.

WHICH AGE GROUP HAS THE MOST DIVERSE WARDROBE ?

3. Age-wise wardrobe comparison The research revealed that : • Age groups 25-30 and 31-40 prefer to keep the most diverse wardrobes. • All men prefer to have an array of casuals, denims and formals.

WHICH AGE GROUP SPENDS THE MOST ON CLOTHING & APPAREL?

4. Men with shopping expenses between Rs. 20,000 and Rs. 1 lakh fall in the age group: 30 - 40 and above.

Conclusion 1. Most of the men prefer window shopping over online shopping.

2. All the men are brand conscious when it comes to formals.

3. Out of all the age-groups, middle-aged men tend to spend a lot on their wardrobes.

4. Almost all the men in their mid- age men never shopped online for clothing apparel.

5. Fitting and getting a right size is a common problem among the most of the older men.

Out of all age groups we got unique insight about the middle - age men.

Qualitative research

Based on on the interviews we got a Detail insight of Target Audience 1. Someone who is conscious about his image and attire in the professional world.

2. Seeks comfort and not just style.

3. He is technically aware but not easily sold on the idea of online portals.

4. He’s well settled, yet very conscious about his spending.

5. Most of them want to look good but are unaware about current style statements.

Based on Qualitative and Qualitative research our

Primary Target Audience

SABIR AHMED - Mr. Sabir Ahmed is 38 years old living in Delhi.

- He comes from an engg and design background.

- He is the clean-shaven guy who wear formals to work.

- He owns an product design company.

- He’s from Belgaun.

- He has two daughters who study in int school.

- He likes to collect film cameras.

- He prefers going to places where he has a variety of choices,exclusivity and convenience.

- He belives in right fit for clothing and open to ideas of styling when it comes to casuals, - He looks for genuine material when it comes to clothing/accessories and has a eye for quality.

- He likes to go alone for shopping .

- He shops online for electronic gadgets.

RAJEEV MITRA - A 45 year old investment banker.

- He stayed in the US for a decade. At present in mumbai.

- He has one daughter and a son, both studying abroad.

- He like to buy clothes from Armani and GUCCI. - He spends his weekend at his villa in Lonavla.

- He likes to wear formal suits to work which are finely tailored according to his requirement.

- He gives a lot of importance to his attire.

- According to him attire talks a lot about a person.

- He is very picky about his shoes.

- He likes to socialize and attend page 3 parties.

- He goes for shopping with, his architect wife guides him to buy clothes. He believes in her aesthetic sense.

- He has never shopped online for clothes. But, Will like to give it a shot.

ANURAG SHAH - He is a 32 year old staying in Bangalore.

- Anurag got married two years back to his girlfriend.

- He has a new born baby and he keeps posting baby care videos on his own youtube channel.

- He works as senior technical manager.

- He drives to work in his new Cedan Toyota Altis.

- His wife Maya teaches Mathematics in a Engg college.

- He shops online for gadgets and baby products.

- He has had some bad experience with shopping for clothes on Indian websites.

- He prefers buying clothes from some international websites like ASOS and Fancy ETC. - He likes to experiment with new brands and styles.

- He is completely unaware of how to dress up for occasions.

- He looks into the material and comfort than style.

Ashwin Tayde -He is a 48 year old from owns a manufacturing company which supplies to cast to Skoda, Bajaj.

-He drives a benz and he is one of the well known personalities in Aurangabad.

-He is picky about his number plates on his cars.

-He flies down to mumbai every week for his meetings in Taj & oberoi with his foriegn investors.

-He lives in a joint family with his two brothers who help him in his buisness.

-He shops for his clothes whenever he comes to Mumbai for his meetings.

-He has a tough time selecting clothes.

- He is under confident when it comes to dressing up for events.

- Doesn’t believe in online shopping.

KEY INSIGHT ABOUT THE PRIMARY TARGET AUDIENCE They put a lot of thought into how they are percieved in the society.

Even when these men are best in what they do,they dont know how to stylise. Therefore they don’t take risk and go for safer options.

Based on Primary Target Audience,

Secondary Target Audience

SUNAINA MITRA Rajeev Mitra’s wife, Sunaina Mitra is an Architect and has always influenced Rajeev’s style of dressing.

SUFIA & SARA AHMED Sabir’s daughters shop online for clothes.

They always suggest Sabir to change his style and looks. They persuade him to shop online.

ANEESH SHAH Aurag’s brother Aneesh who is an apparel management student in NIFT who always tells Anurag to dress smart for family events.

Brand Environment market is very cluttered’ with a lot of competition.

-There are many retails shops, malls which has a unique experience zone and it can be a tough competition for the portal.

- Most of the portals have all kinds of clothes. Creyate.com & Myntra.com is are the strongest contender when it comes to veriety of brands & collections.

- Offline shoppers are converting into online bargain hunters.

- In the metros, shortage of time is a big driver for online shopping.

- On the other hand, accessibility to a variety of products makes audiences from smaller towns and cities opt for the online route.

Competitors At Glance

India's largest e-commerce store for fashion and lifestyle products, Myntra.com aims at providing enjoyable shopping experience to shoppers across the country with the widest range of brands and products on its portal.

They strive to achieve the highest level of “Customer Satisfaction�possible.

Our cutting edge E-commerce platform, high experienced buying team, agile warehouse systems.

It is a custom clothing website, Creyate where customers can personalise almost everything about their garment-fabrics, styles, components, accents,monograms, and so much more. It is the ultimate confluence of Fashion,Techonology, Manufacturing and the customer.

Founder Space

Core idea Tapping into the psychology and charisma of the Target audience.

The service’s connotation will be stylistic and sophisticated.

Genesis To provide a simple web interface that guides the visitor and curate stylish, sophisticated collection of high end clothing brands.

IMPLEMENTATION Colour Palette

Chic, Contemparary, Classy, Balance, Playful, Pure, Daring

Web design - Sleek and simple to navigate - Collections of premium clothes curated by stylist.

- A web guide to dress appropritely for and event.

Promotional Events - Urban Space.

- Sponsorship using like-minded events/ products, urban/ metropolitan scenarios.

Product Proposition Premium clothing website for the men who give importance to the experience and precision.

This website provides convenience and premium level services to the middle age man.

Physical Space Website, Web-booths It allows customers to simply stand in front of one of two 60-inch screens, select clothing items they want to try on and see themselves dressed in the products within seconds.

- These web booths will also be seen at Airports and Malls - Also accessible on iPhones, iPads and other gadgets.

Functional Space A website promises to make cutomer look stylish by limiting the choices and by giving the customer exactly what you need for the occassion.

Emotional Space

Confident.

Independent, stylish, gentle.

A sense of self assurance.

Comfortable.

VALUES

Externally- Demanded Values Ease Trustworthiness Punctuality Premium Attention to detail Safety

Internally Generated Values Genuineness Assurance Confidence Sophistication Good taste

Core values Ease Trustworthiness Punctuality Premium Attention to detail Safety Assurance Confidence Sophistication Good taste

TRUSTWORTHY SOPHISTICATED PAMPERING

Our Brand Essence Gratifying a gentleman - impeccably.

Our Brand Person

Milind Soman

Arjun Rampal

Brand as a Competitor Meant for specific kind of people.

We will not be naming the competition.

We will always position ourselves as different.

Company

We are funded to the tune of $25 million.

We have been started by three experts from the garment business – finance, supplies and E- commerce marketing.

Competitive Proposition

The brand is meant exclusively for slightly older gentlemen from an affluent economic class who are looking forward to look stylish and appropriate.

Brand as a Product

Product Website with features like: True Fit: Body size measuring section which archives your exact size of the member .

Styles: There will be different sections which will suggest you styles according to your choice and ocassions.

Customize: The section where you customize your clothes from the tailor provided by the company.

Personal Stylist : A personal stylist and attendant who are present at the shop according to your pre-fixed appointment.

Online wardrobe : The website will guide you to choose right clothes which are been selected for you by your personal stylist.

Unique selling proposition

- We are not about the choices, but we know what is the right choice for you - We give you a makeover for a particular occasion.

- We are catering an personal online wardrobe curated by stylist with premium clothing of your choice and taste.

- We keep a track on your calender and schedule and update you the right wardrobe for the upcoming events.

- We have clothing booths which allow them to select clothing items they want to try on and see themselves dressed in the product within seconds and share on social networking sites.

BENEFITS

Functional Benefits A website which guides the middle-aged man to look stylish dress appropriately for the occassion.

Emotional Benifits Our website will make our target audience feel pampered.

Self expression Makes me the new Beau Brummel.

Competitive Proposition This brand is about exclusive products and exclusive premium services that a general website cannot afford to provide.

Tone of voice Confident Smooth, Classy Sophisticated

Brand and Customer Relationship Its like the relation between Tony Stark and secretary and wife Pepper Pots.

Brand Positioning Statement

A trustworthy Website that caters gentleman’s gratification.

Desired Customer reaction “It’s quick, and gives me exactly what I want. I look good.”

Names for the portal Cavalier Elysian Marquess Pret Collections

Creative Units

Packaging Boxes : If at all the person orders more than one product from the website.

Paper Bags : Consisting of three different sizes.

Envelopes/ cards : Consisting of letters from your personal stylist.

Tags : That are attached to the clothes, small boxes: cartons incase of small goods.

Big boxes : Cartons with branding.

Courier Services - The bags for delivery boys.

- Delivery boy costume-design.

- The design for the delivery van/vehicle.

- Courier boys’ visiting cards.

- The brochures for upcoming collections.

Stationery Envelopes Letter heads Stamps Tapes Pens Diary Post cards

ECTOMORPHS

MESOMORPHS

PARTY

ENDOMORPHS

ECTOMORPHS

MESOMORPHS

SPORTS

ENDOMORPHS

ECTOMORPHS

MESOMORPHS

CORPORATE MEETING

ENDOMORPHS

Fin