E xcites
is a ready-to-wear luxury brand with a cheerful soul. Excites is inspired by happiness and traveling, it’s about living life the fullest. Every excites pieces are designed with customization and unique literall design on it. Excites implies little excitement in every products. Excite pieces are designed for young & cheerful woman who is very positive towards her goal and is very confident. Every Excites pieces are unique because it requires the application of handmade creative fabric such as pompoms, embroidery patches, weaving tapestries, hand beading, etc. Excites will have wide varieties of womenswear, kidswear, accessories, home & living, also beauty products in development.
Gender : Female Age : 18 – 38 years old Region : Asia, Australia, Europe Income : AUD 75.000 + Lifestyle : Metropolitan Activities : Travelling, Drawing, Sewing, Modelling, Flower Arranging, Creative Writing Education : HSC + Generational : Generation Y to Now Ethnicity : Any Employment : Full Time Employment Social Class : Lower Middle Class to Upper Class
“Melle”,Aged 23,
studying graphic and communication design, works at creative design agency. She’s a part time lifestyle and fashion blogger.
She is very busy but she has a well-presented look in her everyday life, no matter what is she doing. She is determine and cheerful at work. She is visionaire towards her long term and short term goal. She tends to be very open minded but deep inside she’s a very ambitious and sceptical person.
She is caring, friendly, full of positive attitudes. She has flaws, for being impulsive sometimes. But that what makes her having one adventurous life, saying yes to those little things. Her style is unique, as people may say. She is good at mix and matched items, making a very pleasant look, and balancing her style with high and medium level brands. She is down to earth. Her approach to life is very organized and well-prepared.
Excites
wants its customers to be one of a kind, expressing themselves without limits, but still looking pretty and well-presented. Excites fills in the ready-to-wear luxury category with its high quality materials used and advanced construction of each product. Excites hear what its customer wants, so we can always provide on trend products along with daily basics to be mixed and match. Excites most important tangible brand asset might then be the customization and handmade attributes in every product such as : fabric weaving, pompoms, handbeading, which makes every product different and limited.
TANGIBLE ASSETS
intangible assets
Excites is experimental. We craft our product with heart so customer may have a special connection with our products. We provide the story behind the making of each product, presented to the customer in store or with guide cards inside the packaging. Excites is all about boosting our customer’s confidence by providing daily wear with a touch of handmade attributes, which makes other people smile by seeing it. Excites products are fearless and adventurous, it has no limit. Whether it’s a day at the amusement park, travelling in new city, or summer festival, Excites fills it in.
INTERNAL BENEFITS When
customers wear Excites, they feel unique and one of a kind. They feel special that they can express themselves through what they are wearing. They can set how unique or how mainstream they wanted to look like. Knowing the reason behind the products they bought, they feel connected and they have personal connection to the items they bought. Excites’ brand energy is cheerful and happy, making sure they have no reason to be sad and dull when they wear our products. They are confident and carefree knowing that they wear something that they love.
external benefits When
customers wear Excites, others will think that they’re daring, fashionable, and sexy without being too flashy. Others can feel the connection between them and Excites’ customer by seeing their taste of fashion personalization in what they’re wearing through expression in colors, shapes, and mixed materials. Others can see that their style are pop up amongst others and they have a good taste in fashion.
POSITIONING STATEMENT “Excites is an Australian ready to wear luxury brand that delivers statement and personalization in your daily wear to boost women’s confidence”
B R A N D PROPOSITION “ E xc i t e s will put you in the spotlight, as you expres s yourself through our customization garments with special fabric’s weaving, embroidery patches, and hand beading. We seek for limitless creativity possible.”
rtw luxury swot analysis
STRENGTH High quality finishing details on product Extensive care of the garment during the process Exclusive design with unique driven approach Fearless and unlimited possibilities of style
WEAKNESS Inability to compete with other mass retailers brand in quantity Higher price points in comparison to other brand Niche minority market for style, colours, and shapes
OPPORTUNITY Increase stockist and retailers Increasing the brand awareness in our market surroundings Use of innovative technology and design
T H R E AT Economic devaluation Higher price points due to the quality Market saturation
STRENGTH High quality materials sourced from all over the world Advanced constructions of each product Simple and modern design to minimized waste Unique handmade textile and embellishment Fresh approach towards the design aesthetic Limited products image in customer’s view Right amount of applied handmade skill technique in the products Specialised product range Fashionable and wearable limitless style Fashion forward culture minded
WEAKNESS It takes longer time to do do handmade creative textiles with consistency Our style and colours are not for everyone Slightly more expensive price for our products
OPPORTUNITY Work together with other market category in order to raise awareness Increase the image of the brand positioning to the market Expand the brand to other sections : home and living, accessories, kidswear, and beauty.
T H R E AT Competition with other slightly cheaper brand competitors : Gorman, Ellery, Dion Lee, etc Gradually keeping up with the application of technology Unability to keep the financial of the company due to high expenses
EXCITES SWOT A N A LYS I S
Excites will strive for the excellence in quality and products’ construction. We source fabrics from all over the world with the highest quality possible within the price range. Excites will provide limitless alternate personalization style through our wide varieties of embellishments. Fo r the future development, Excites will explore more on the creative side. Making our products more valuable from the design and the function. Also developing new technology to be applied in each of our products.
category analysis
S T O R E A DJAC E N C Y
Excites positioned the prime wall (left wall from the
entrance) and fills that with new arrivals. Exactly on the side of the prime wall, we put the basic item on the rack. We styled that together with the seasonal items to make sales from both of the sections. Cashier and staff desk would be right in the middle vision from the entrance so our staff can always help them if needed and have a clear vision of the surrounding for the safety reason and make the eye contact with prespective customers coming in.
Excites is a brand that’s tech savvy. We promote mainly through
Google Advertising and Instagram. We offer customer service through email, Whatsapp, Line, and Kakao Talk to reach our customer in different country without hassle. We post our stories at work to remain the relationship with our customers through Instagram post, Facebook, Snapchat, Blog post, and Twitter updates. We share our daily inspiration at Pinterest. All online purchases are made through website and from customer service’s order.
window display Excites
window display is bright and colourful with the latest arrival on trend combined with homey visual merchandising strategy. It’s a combination within our classic colors (black, white, grey, nude with one seasonal color). Our store is painted with soft colorblocking tone, little fun wall ornaments & quirky furnitures. We want to make our customer feels comfortable to come in to our store.
EVENT & COLLABORATION Excites
brand essence implies happiness and goal towards future. Excites – along with our brand ambassador Alexa Chung – will do several workshops and classes, in coordination with experts and non-profits organization, to empower women’s confidence. As the corporate social responsibility, Excites together with Make a Wish Foundation helping the less fortunate kids to make their wishes comes true. Excites also does collaboration with other event in beauty, living, music, food, and travel companies. Excites also works with fashion bloggers and celebrities to promote our new arrivals.
Personal styling session
Free alteration 30 days return policy Free gift wrapping Membership benefits :
discount, latest arrival news, promotion, events.
SPECIAL SERVICE
Each products has a part that’s handmade. You will receive every products different with each and another. In every product, there’s a polaroid of the product and the maker attached inside the packaging. Also the inspiration mood boards and how to style it cards. Our products has multifunctional way purpose, it can be worn or used for more than 2 ways. Excites tries the best to minimalise the waste.