BY : ANINDITA SOSRODIMULYO, JESSICA ELLIE, YESHICA INDRA FASHION BUSINESS 4.2
INTRODUCTION
COMPANY PROFILE Mildred’s Place is an Indonesian local brand that specializes in vintage mini dresses for young female who enjoys the pleasure of dressing up in finely delicate made designs. In the time we have launched our focus has shifted from quantity to quality. Despite that we offer a wide range of products which captures the market from around age 16 to above.
BRAND CONCEPT Our brand concept is that we try to ressurect the fashion trend of the fifties where women in fashion celebrates the mini dresses and combines it with the modern cuttings and sweet color palletes. We know that the fashion trend is a neverending revolving cycle and there has been numerous of fashion lovers nowadays bringing back the flair era of the Jackie O look.
WHY VINTAGE DRESSES? Because we believe that the vintage style is a never ending trend but with our delicate own manufacturing, our dresses will not be shoddy old women’s dresses but instead elegant with classic and modern twists and mix fabricated from the best quality of fabric that emphasize on the comfort of the wearer so that costumers can embodies themselves in our dresses whereever the go and move effortlessly through their day with confidence of course. We want Indonesian women to look elegant and classic ithat interprets their gracefulness when they slip into one of our products
VISION AND MISSION VISION Our vision is to make all the Indonesian females feel confident and look simple yet classy by wearing our products MISSION Our mission is to produce lots of vintage mini dresses with great quality and great design
LOGO
Mildred’s Place is taken from an old maiden’s name, Mildred. And the famous movie name of Mildred’s Pierce. Derived from the word mild,
which we interpret to our designs, our
collections are filled with soft feminine dresses all year long with classic cuttings and pleasing colors. Our logo represents the vintage inspiration of our brand with small hand-write type font with the brand logo.
TARGET MARKET GEO GRAPH IC Region
: Special Administrative Region
City size
: 9.5 million (2010)
Density
: Urban
Climate
: Tropical
DEM O GRAPH IC Gender : female Age : 13 – 28 years old Anual income : 3.000.000-5.000.000 per month /disposable Occupation : student, working people, artist, models, musicians, actress Education : highschool student diploma level, bachelor level, master level, graduate people, working people Social class : middle upper
PH YSCOGRAPH IC Lifestyle : outgoing, outdoor oriented, music lover, art lover, vintage lover, fashion concious Personality : outgoing, friendly, smart, classy, confident, hip, creative, casual, quirky
BEH AVIO RAL Occasions
: Casual, dressy occasions
Benefits
: Quality, service, economy
User status
: First-time user, regular user
Attitude towards product
: Enthusiastic, positive
PRODUCT
INSPIRATIONS
MOODBOARD
SPRING/SUMMER Indicated by feminine cuts with pleasing bright pastel colors which captures the youth sense of our target market. With soft draping and barely there sleeves dominating our collection should be the choice of beauty and comfort. Dominated by crepe, sandwash and jersey fabric, its flowing drapes suits the warm spring summer air.
COLORTONE :
FABRIC: Crepe, Tencel, Cotton blend, Jersey, Chiffon, Linen, Satin
SS01 :
TECHNICAL PACK
SS02 :
TECHNICAL PACK
S/S COLLECTION
FALL/WINTER Muted colors expresses the subtle mood combined with youth conservative cuts like the midi cuts of the 50’s and minimal details makes up our collection. Satin and soft crepe fabric as well as double chiffon makes up our fall/winter collection that still suits our Indonesian market.
COLOR TONE :
FABRIC: Crepe,, Satin stretch, Chiffon, Silk, Tencel,
FW01 :
TECHNICAL PACK
FW02 :
TECHNICAL PACK
F/W COLLECTION
LABELS MAIN LABEL:
CARE LABEL:
PLACE
DEP STORES For reasons that we are a new rising brand, we had chosen our method of distribution through some of these department stores. The strategy is that we will generate much sales and exposure through these places until we can get enough exposure to open up our own stores:
-THE GOODSDEPT. PLAZA INDONESIA
-MANEKINEKO EPICENTRUM WALK
-MAZEE FX MALL
The advantage of opening the stores here are that we will get through directly through our target market and we will be generating much brand awareness to those who haven’t heard of our brand before. Although the disadvantages are concerning that we are heavily competing with other rising brands that are distributing their merchandise there.
STORE LAYOUT Our store concept is that
PRICE
Our product ranges from:
Rp. 325.000 – Rp. 565.000 We believe that this is the suitable range for the market price and according to the quality of merchandise we are offering and the place availability of where our products are sold at.
PRICE TAG
PACKAGING Our shopping bag will be distributed for costumer purchases and also as one of our promotion techniques by having costumers carry and reuse our bags, this will help create a brand awareness as well as our logo imprinted on the on-lookers mind who spotted people carrying it.
SHOPPING BAG
PROMOTION
MAGAZINE Some of the method of promotion we will be using through -
Fashion Spread
-
Magazine ads
These are some of the magazines we are targeting with target market the range of 16-28, which are accordingly to our costumers as well.
Other than lending our products to the media for their fashion spread we will also put up some of our advertisement in several of these magazines.
SOCIAL NETWORKING Knowing well our target market, we also plan to reach out to them by not only various social media but also networking for reasons that the internet are the most used resources nowadays. Though twitter, facebook page, blog RSS, tumblr and others..
Also we will use the media email newsletter to keep constant touch to our costumers and offer them exclusive online offers and SMS blast.
BUSINESS CARD
FASHION SHOWS
LOOKBOOK Also through our lookbook that can be seen through offline and online we publish the pictures of our best collection from Spring and Summer through Fall and Winter which costumers can flip through and fold that is easy and compact nicely
WEBSITES
WEBSITES
PROMOTION PLAN Described in the following is our promotion plan for our store in 2012.
MONTH
PLAN
JANUARY
NEW YEARS EVENT
FEBRUARY
VALENTINE’S DAY SPECIAL COLLECTION
MARCH
NONE
APRIL
NONE
MAY
NONE
JUNE
NONE
JULY
SUMMER SPECIALS
AUGUST
NONE
SEPTEMBER
NEW COLLECTION
OCTOBER
LEBARAN SPECIALS
NOVEMBER
NONE
DECEMBER
END OF YEAR CLEARANCE.
Other than those there will be various stores midnight sales and holiday specials. Employee also gets discount cuts.
COOPERATIONS We will also work with banks to offer additional discounts that will attract costumers.
SWOT ANALYSIS STRENGTH : Size Availability Affordable price (compare to other international brand) Light and high quality materials Great quality Dresses are worn all year long Wide age range of target market
WEAKNESS : Weak brand awareness Low availability (since we’re still a start-up company)
OPPORTUNITY : Improve brand awareness Expand the business by opening new flagship stores Mini dresses can be worn all year long with many costumer prospects Online bookings and international shippings Designer collaborations Second or higher line
THREAT : Possibility to be defeated by existing competitors and/or new entrants who can cover Mildred’s Place weaknesses. Mostly, middle uppers teenagers have the tendency to buy branded well-known products rather than an unknown one so we might compete hard with international retail brands.
BRAND POSITION International:
Miss Selfridge,
Local: Hunting Fields,
CIEL
BRAND POSITIONING 5 4 3 Price Quality
2 1 0 Mildred's Miss Hunting Place Selfridge Fields
CIEL
As you can see we, Mildred’s place have offered the best pricing with our quality and positioning ourselves with the best quality compared to the other local brands and competing
close
with
international
brand.
ORGANIZATION STRUCTURE Yeshica Indra Jessica Ellie & Anindita
Production
Finance, Accounting
Marketing
Operations
Anindita, Yeshica and Jessica are the principle executive ‘point of contact’ for the company and are generally accountable for ensuring that appropriate business strategies are in place and that these are acted upon according to the priorities established and in a manner that is consistent with accepted and necessary business practices. We are looked upon to establish and communicate the business’s overall vision and purpose to all. Operations Sales is responsible for establishing, exploiting, and maintaining business relations with the company’s customers, and can involve a wide range of responsibilities. This role generally involves accountability for establishing, directing, and managing the company’s sales force, and may even include responsibility for ongoing customer support in some instances. Production Production is the functional area responsible for turning inputs into finished outputs through a series of production processes. The Production Manager is responsible for making sure that raw materials are provided and made into finished goods effectively. He or she must make sure that work is carried out smoothly, and must supervise procedures for making work more efficient and more enjoyable from production planning, purchasing, design and technical support. Sales&Marketing Marketing is responsible for establishing the company’s brand and presence within the marketplace for its products and/or services, and is often substantially involved in representing the company and its future potential to a variety of industry audiences including potential and existing customers, investors, and others. Often, this individual plays a key role in establishing the company’s product roadmap, given their intimate knowledge of needs, wants, and trends within the marketplace. Finance Finance is responsible for ensuring and maintaining the financial health of the company, and is often also charged with responsibility for solidifying and maintaining investor relationships. In many cases, the role will also encompass responsibilities for corporate administration, legal affairs, and the company’s internal information technology infrastructure.