TABLE OF CONTENT 46
Price
46
Place
47
Promotion
57
People
59
Process
01
Executive Summary
02
Introduction
05
SWOT Analysis
07
Business Model Canvas
09
Competitor Analysis
60
Physical Evidence
17
Industry Analysis
65
Finance
23
Target Consumer Profile
71
Appendix
25
Feasibility Analysis
37
Primary Research
45
Branding
103 Reference
EXECUTIVE SUMMARY
PAGE | 1
This report compiles the business plan of a children’s wear named Mini Peach, a brand established in Singapore year of 2018. Mini Peach provides the Singaporean market with gender neutral and sustainable clothes with playful colors and unique prints for babies age 0 – 24 months. Mini Peach also contributes with Children’s Society Singapore and BABES Singapore. After conducting researches both primary and secondary, its safe to conclude that the children’s wear industry is at its rise as more parents are becoming more fashion conscious, spurring on their children and favoring the locally made Singaporean brands. Although threats in Singapore having a declining birth rate and married couples having children later in their life, for those who does have children are more guaranteed to have higher disposable income to spend. The personality of the brand is simple but with a playful twist, and the brand being an online brand it relies largely on digital marketing. Digital marketing by using website, search engine optimization, online public relations, email marketing, content marketing and social media each planned within one year to boost the brand awareness. Social Marketing is also used to promote Children’s Society Singapore, BABES and Mini Peach’s involvement with the organization. In the financial projection, it will show that Mini Peach will not be making profits during the first year of running. With a total fixed cost of $17,003, $15,456 spent for first year inventory and variable cost of $2,272 per month, Mini Peach is estimated to break even after selling 1409 pieces of clothing which will be on the second year. .While during the first year the total projected revenue made will be $37,440
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INTRODUCTION
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ABOUT THE BRAND Mini Peach name comes from the idea of having peaches as a sweet and acidic juicy fruit, a representation that children are the fruit to their parents. Mini Peach is branded with simple aesthetics and few shades of orange and yellow to represent the illustration of the peaches. Design elements include a whole peach, half of a peach, slice of peach and the peach leaf illustration
VISION Mini Peach name comes from the idea of having peaches as a sweet and acidic juicy fruit, a representation that children are the fruit to their parents. Mini Peach is branded with simple aesthetics and few shades of orange and yellow to represent the illustration of the peaches. Design elements include a whole peach, half of a peach, slice of peach and the peach leaf illustration
MISSION We aim to project the importance of sustainability in children’s wear. Reduce waste in the fashion industry but also give the best possible quality for the children with organic materials, comfort and good design. Grow the brand into the go-to brand not just for sustainable children’s wear but children’s wear market in Singapore
UNIQUE SELLING POINT Competing in the most growing segment of the fashion industry, Mini Peach chooses to be gender neutral and to use organic fabrics as its unique selling point. Mini .Peach also contributes to corporate social organizations
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SWOT ANALYSIS INTRODUCTION The SWOT analysis analyzes Mini Peach’s potentials and threats from aspects of the brand’s values, to the feasibility of the business and the market of the business. In this SWOT it proves that there are plenty of strengths and opportunities to offer in the business, and concerning weaknesses and threats
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Strength
Weakness
Sustainable Gender neutral In the growing segment of fashion industry More parents willing to spur on their children
New brand No physical store Not a lot of product options International brands dominating children's
and becoming more fashion conscious in dressing their children Homegrown Singaporean brand Comfortable Original prints Gives back to children's organization
wear industry
Opportunity
Threat
Open a physical store Expanding to other countries Expand sustainability in children's wear Expand to older children age More products variety
Limited resources for organic fabrics International brands Local Singaporean brands Declining birth rate in Singapore Low awareness in sustainability
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INTRODUCTION The business model canvas conceptualizes the important frames of the business to be understood better and clearer. Mini Peach selects each points in the business model canvas to be beneficial for and crucial as a part of building the business
BUSINESS MODEL CANVAS
KEY PARTNERS Zalmon Fabric a manufacturing company from Bandung, Indonesia is responsible for supplying organic fabrics and digital printing of the fabrics. It is located in Bandung, Indonesia and is well established and trustworthy company, and Zalmon Fabric doesn’t require a minimum quantity order which is good for start-up business
KEY ACTIVITIES Researching for limited amount of organic fabric suppliers in Indonesia that offers flexibility in the fabric’s motif printing. Also includes designing the products and planning the business aspect which includes research on the market, industry, consumers and planning the marketing
VALUE PROPOSITION Delivering a gender neutral children’s wear made out of organic materials that are light weighted, breathable and environmentally friendly. Originally designed fabric motifs, dyed with ink of OEKO-TEX Standard 100 certification which is a registered certification that confirms human-ecological safety. The brand gives back to Children’s Society, a children’s organization in Singapore that reaches out to over 65,000 children, youth and family in needs since 1952
CUSTOMER SEGMENT Primary parents, parents to be, older friends or other family members of age 30 to 40 years old and above living in Singapore. With middle-high income with an established job and living condition
KEY RESOURCE The edge that Mini Peach have is the material of the products, the original design motifs of the fabrics. Many local Singaporeans are also looking forward to supporting more homegrown Singaporean brands to support the business
CHANNELS Mini Peach is not available in a physical store. It is distributed through online; its official website and through social media platform like Instagram, Facebook and Line to communicate the brand message, product features, sales promotions and build relationship with the consumers
COST STRUCTURE The major cost drive of the product comes from the organic fabrics and the certified non-harmful dye and its customized original motifs of prints
REVENUE STREAMS The major cost drive of the product comes from the organic fabrics and the certified non-harmful dye and its customized original motifs of prints
COMPETITOR ANALYSIS INTRODUCTION By analyzing the competitors Mini Peach has a better knowledge of the children’s wear market. Choosing two direct and two indirect competitors and breaking them down from products, price, place and promotion. The competitors are chosen based on the similarity of the products offered, region of the brand for direct competitors, the aesthetics of the brand
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MAISON Q
KERRY & MASE
Singapore based brand established in 2015. Founded by a mother who loves to dress up her kids. The brand name 'Q' is inspired by the word 'quaintrelle' which means, an elegant woman who advocates a life to passion
Singapore based brand established in 2014, now available in London, United Kingdom too. Their products are made in natural dye colors mulberry cotton and silk
CARAMEL
TINY COTTONS
United Kingdom based established in 1999. Their clothes have an essence of vintage but functional
Founded by Barb Bruno and Gerard Lazcano in 2012, established in Barcelona. Tiny Cottons is stylish but bold, it is eco-friendly and environmentally responsible
Reference: https://maison-q.com/, https://www. kerryandmase.com , https://www.tinycottons.com, https:// //www.caramel-shop.co.uk
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MAISON Q
KERRY & MASE
PRODUCTS
Boys and girls clothing Age 1 - 8 years old Reversible clothes Made from Japanese cotton
Boys and girls clothing Children handmade accessories Naturally dyed Organic cotton
PRICE
Girls clothes from $39 - $69 Boys clothes from $30 - $39
Clothes from $15 - 39
PLACE
COMPETITOR ANALYSIS
Online www.maison-q.com Takashimaya Department Store Mothersworld (Great World City, Tanglin Mall, L12 Katong, Compass )One Singapore Zoo Gift Shop Metro Orchard Privi Kids (Suntec City, Waterway( Point Naisee in Cathay Malaysia Fashion Valet Social Media: Facebook and Instagram
Online www.keryandmase.com Singapore London, United Kingdom Social media: Facebook Instagram
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and
CARAMEL
TINY COTTONS
PRODUCTS
Babies Boys and girls clothing Toys and books Home and lifestyle Women's wear
Babies Baby basic wear Boys and girls clothing Women's wear Made from organic fabrics
PRICE
Babies clothes from $57 - $246 Girls clothes from $57 - $312 Boys clothes from $57 - $312
Babies clothes from $44 - $100 Boys and girls clothes from $45 $113
PLACE
Online www.caramel-shop.co.uk Five stores in United Kingdom One store in Japan One store in USA One store in Kuwait One store in Ukraine Social media: Facebook, Instagram, Twitter and Pinterest
Online www.tinycottons.com Barcelona, Spain Social media: Facebook, Instagram, Twitter and Vimeo
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PROMOTION
COMPETITOR ANALYSIS
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MAISON Q
KERRY & MASE
Advertising
Advertising
Newspaper Magazine Photo-shoot campaign
Photo-shoot campaign
Direct Marketing
Direct Marketing
Email subscription
Email subscription
Public Relations
Public Relations
Pop-up stores Fashion shows
Pop-up stores
Sales Promotion
Sales Promotion
Giveaways Collaboration with Motherswork
Free shipping Discount off
PROMOTION
CARAMEL
TINY COTTONS
Advertising
Advertising
Photoshoot campaign Video campaign
Photoshoot campaign Video campaign
Direct Marketing
Direct Marketing
Email subscription
Email subscription
Public Relations
Public Relations
Yoga workshop event
Workshop collaboration with Barney's Pop-up stores
Sales Promotion
Sales Promotion
Discount off Free gift
Discount off Sale Free shipment
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MAISON Q
KERRY & MASE
Reference www.maison-q.com www.kerryandmase.com www.caramel-shop.co.uk www.tinycottons.com
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TINY COTTONS
CARAMEL
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MARKETING & COMPETITION Sketch for Baby Dior in
1967
Industry Analysis s Evolution of children’s wear industry has evolved over time. From parents used to making their own garments for their children, using colors to differentiating genders, to the first time in 1967 where Dior was one of the first designers to offer luxury line for children. To the late 1980s where brands like Sesame Street and Nickelodeon became popular (What to Expect, 2017). And today, the children are dressed like adults where big fashion houses like Tom Ford, Dolce & Gabbana, Burberry, Oscar de la Renta, Stella Mccartney and others offer luxury lines for children
Source: telegraph.co.uk
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The apparel industry is the second largest contributor to pollution second only to oil (Forbes). Children’s wear being apart of the rising apparel industry made a fair share of contribution. Therefore in the effort of reducing pollution, trend sustainability clothing is now highly sought for especially in children's clothing (WGSN (
s Industry Worth & Outlook The global children’s wear market had total revenues of US $216,2 billion in 2013 and is expected to reach US $291,5 billion by the end of 2018 defeating the growth of men and women apparel (PR Newswire, 2014), and in 2015 Asia Pacific children wear was worth US $55,15 billion and is projected to reach US $75,51 billion by 2020 (Business of Fashion). The children wear industry is doing so well that it was not even affected by the meltdown of the global economy (Fashionbi (
Key Players Globally, Carter’s is a key player in children wear who is favored in the United Kingdom and Canada (Forbes) has grown by 10% on their sales for the past 10 years with net income of 18 percent. Carter’s currently commands 17 percent of baby and infant market (size 0 – 7) despite having to compete intensively with brands like Disney, Gerber, Gap, Gymboree, Old Navy and The Children’s Place (Forbes). Entering year 2016 it was reported that Carter’s net sales reached US $3 billion, net income of $400,1 million (Forbes). Despite so according to the survey results and Euromonitor, the Singaporean market prefers brands like Gap, Zara Kids and H&M due to many options, promotions as well as convenience since mothers tend to shop there too As local Singaporean home grown children’s wear continue to grow, the consumer’s fondness towards home grown brand continues to expand. ( Singaporean mothers admit that they love shopping from the home grown brands due to their uniqueness in prints and more attention towards the quality of the fabric that will adjust to the Singaporean weather, rather than buying from typical Disney brands with common prints (Straits Times
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s Industry Trends Parents now want to dress up their children more, and dressing up their children is much different than dressing themselves up, parents tend to indulge more for their children. London based designer, Roksanda Ilincic who launched children swear brand ‘Blossom’believes that the market of children swear fashion is designed ‘'too pink' or 'too perfect' (Business of Fashion( This is also supported by the heightened awareness of consumers towards the impacts their purchase made to the environment and their children’s health. Parents are also becoming more conscious of how they want their children to look, says the WGSN kids wear director forecaster. The creative revolution of growing children wear market is also caused by purchase made on fashion, rather than practicality
Source: edited.com
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Director at FarFetch says that the most popular item in children swear are mostly the replicas of what is being sold for adults. And increasingly, children swear fashion is making a spot in the social media limelight, having children influencers like Farouk James. Many big luxury brands like Burberry, Stella McCartney and Dolce & Gabbana had successfully created the ‘mini me’ versions of fashionable trench coats, checked scarfs and lace dresses (Business of Fashion(
Stella Mccartney Mini-me Collection
Source: dashinfashion.com
Some of the most influential brands from children swear market comes from Spain and Belgium whose look and aesthetics are spreading. Despite their bad economy, the top Spanish children’s brand have a global presence, such as brands like Bobo Choses and Dries Van Noten. While the appeal of Japanese and Korean brands are also making a global presence with high quality functional fashion for kids for brands like; Fafa and East End Highlanders (Business of Fashion(
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Technology Technology in children’s clothing continues to grow. With several examples, Reima a brand from Finland created an outerwear with wearable movement sensor and a free mobile app that is designed to motivate kids to move, then be able to watch the activity data, progress and rewards through the mobile app (Good News Finland). And not only that, a brand called Petit Pli developed by Yasin, a student at London’s Royal College of Art’s Innovation and Design Engineering program that would provide children’s clothes that could grow up to seven sizes (Fast Company(
Source: petitli.com
Petit Pli’s clothes products are light weighted. The materials are also windproof, waterproof and breathable for the children. The fact that the garment grows for up to seven sizes, it reduces a lot of waste
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EXPANSION TECHNOLOGY
SUSTAINABLE Source: petitli.com
WINDPROOF AND WATERPROOF PAGE | 22
TARGET CONSUMER PROFILE
CONSUMER ONE Name: Jamie Age: 34 years old Children: two daughters (1 year old and 5 years old ( Instagram Profile: @jamietoh Jamie is a working mother of two girls. She worked as personal banker at Citi, bancassurance sales specialist at DBS Bank and she was also a leading stewardess at Singapore Airlines. Now she works as relationship manager at Citi. Jamie is smart, educated and career driven. She graduated with Bachelor of Business Management and double major in Marketing and Finance in Singapore Management University Jamie has been married for six years and she and her husband have a steady income. Jamie loves to spur for her daughters from different kinds of brands from Mothercare, Le Petit Society, Carter, Zara Kids, Adidas, Kenzo and many more. She likes to buy cute clothes for her daughters. She is active on social media especially Instagram to share pictures of her family, friends, favorite foods and the things she shops for herself and her daughters. Her Instagram following involves a lot of children’s wear from Singapore among many of them are sustainable children’s wear. She loves to participate in Instagram giveaways to win things for her daughters She loves to socialize with her friends for lunches and dinners. She tries out different restaurants, cafes and go travelling. As she is fashion and beauty conscious, she loves to leisure herself with fashion items, branded things to beauty and skin products
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CONSUMER TWO Name: Wyna Age Children: one 7 months old daughter Instagram Profile: @allerine Wyna is a working mother who worked as an event planner and account executive in Kingsmen Creatives Ltd and is now the director at Allerines Premium Tea. She graduated with a Bachelor’s degree in Marketing from Monash University She and her husband are both working with a steady income. She loves to shop for her daughter in brands like Sea Apple, Maison Q, Annie and Alex, Hunter and Boo, Chubby Chubby and many other online brands. She is quite active on her social media and she loves to post pictures of her daughter, husband and social activities. She follows a lot of Singaporean children’s wear brands on Instagram She values her time with her family and friends. She is a foodie person who loves to post pictures of her foods, going to different cafes and restaurants. She socializes with her friends and goes travelling occasionally. She visits festivals and she also thinks physical exercise is important, therefore she participates in yoga classes and running marathons. She occasionally cooks homemade meals for her family. She is fashion conscious and loves to spur on herself as well
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FEASIBILITY ANALYSIS Products With higher demand of children’s clothing and more parents spending for their kids. Mini Peach created children’s wear made with sustainable fabrics to have an edge in the Singaporean market, more suitable for Singaporean weather. Mini Peach is a start-up brand distributed online who communicates the brand majority through official website and social media; Instagram and Facebook Globally, the children’s wear market keeps in creasing due to increasing demands of mini versions of adult trends and styles (Fashion United). In Singapore, the demand is high too as couples who decides to have children are more likely to have higher disposable income and are willing to spend more for their children. Despite the declining birth rate, these parents are willing to spend more for their child, especially for working mothers with their own income who are constantly looking for ways to indulge for their children to make up for their lack of free time to spend with them spurs a lot for comfortable well designed items (Euromonitor(
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According to Straits Times who had interviewed a Singaporean mother of a two and a half year old, Joanne Sim aged 39 years old, said that she buys her daughter’s clothes from mostly Singaporean designers whom she thinks are “whimsical and unique” with a lot of fabrics that are pure cotton to adjust to the Singaporean warm weather Joanne Sim said that many of these labels create their own prints with unique designs like vegetables and pretzels that is different from the mass market Disney cartoons. Joanne believes that Singaporean homegrown children’s wear brand are gaining support from the locals as being recognized to more attention to quality and expressive designs. This is backed up by multiple Singaporean children’s wear brands like Sea Apple, Leia + Lauren, Elizabeth Little Elly, Chubby Chubby, Baebeeboo, Maison Q to have their sales increased and more appreciated for their unique original designs or prints
Ho Su Mei, Founder of Sea Apple
Source: straitstimes.com
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Technical The fabrics and fabric printing will be handled by Zalmon Fabric, a digital printing company that provides only organic fabrics located in Bandung, Indonesia. They provide different kinds of organic fabrics with no polyester policy. Printed with OEKO-TEX Standard 100 printing dye certification. The fabrics will then be delivered to Semarang, Indonesia to be tailored. The brand collaterals will be printed by Kadatu Printing, a printing company located in Jakarta. However, since they do not provide sustainable materials, the collaterals will be made out of kraft paper which are biodegradable Finishing off with the products and the brand collaterals, it will then be delivered to Singapore via FedEx twice a year to conserve the shipping cost. The products will be sold via online through Mini Peach’s official website, and other communication channels like LINE@, Facebook Messenger to the Singaporean market Marketing effort for Mini Peach involves social marketing due to the involvement of corporate social organizations like Children’s Society and BABES. Being a brand that sells through online, Mini Peach uses a series of digital marketing efforts from social media like Facebook and Instagram, SEO, email marketing, content marketing, display media and more Being a start-up online brand the force of labor required to run the business is not much. Overall the technical feasibility seems to be good as the production in Indonesia will save up cost without, with good resources of fabric and labor to support the production
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Industry Attractiveness s The industry of children’s wear is vicariously growing both globally and in Singapore. The numbers of competitors in Singapore are gradually increasing and performing better (Straits Times). With more Singaporean parents indulging on their children, especially working mothers with their own income who loves to take their children to shop for more comfortable and nicely designed things are increasing (Euromontiro International), from revenue of US$216,2 in 2013 to US$291,5 at the end of 2018 (Business of Fashion) the industry are showing good signs of business to grow Declining birth rate in Singapore that was recorded to be 1.16 in 2017, the lowest since 2010 which placed Singapore the lowest among 20 countries (Mothership.sg) didn’t stop the growth of the children’s wear industry. Parents with children then have bigger disposable income and steadier job, led them to prioritize design and quality over price (Straits Times). The industry is currently at the stage of growth life cycle, showing more signs of growth in the coming years, expected to grow by 8.6 percent in 2020. The importance of the industry is made higher for the fact that children tends to outgrow their clothes quickly and frequent purchase is constantly needed. This contributes highly to the year-over-year growth of the market (Bizjournals(
Singapore's Total Fertility Rate Slowly Declinging
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Although parents loves to spend on brands like Zara, Cotton On and H&M, more support towards local Singaporean children’s wear brands are growing. These Singaporean local brands have admitted to increase in sales (Straits Times( Co-founder and designer of Elly, Audrey Ng says her brand’s sales have doubled in the past year and they have seen more Singaporean shopping, making up the majority of their consumers now, which in the case of the past was occupied by expats. Now 70 percent of their consumers are Singaporean, an increased from 50 percent three years ago Elly Shop in Singapore
Source: travelshoppa.com
Founder and designer of Chubby Chubby, Nix Deng says the sales of their brand has doubled. Another Singaporean with organic and reversible products, Maison Q admitted the brand have more than doubled in sales within the past year. The local brands are competing against the fast-fashion labels with competing edge due to their uniqueness in design and adjustment to fabrics that suite Singaporean weather, and filling the gap between high-fashion children’s wear and mass-market brands (Straits Times(
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Legal For apparel especially children’s wear, should be aware of the international standards related to flammability, drawstrings and cords, small and sharp parts, as well as harmful substances like azo dyes, phthalates, lead, etc According to Office of Textiles and Apparels (OTEXA) under Consumer Goods Safety Requirements (CGSR) textiles must meet international published by bodies like International Organization for Standardization (ISO) ISTM International, and European Committee Standardization (CEN). The goods that are considered unsafe, or do not meet the standards of international safety standards will be banned from market Starting a business in Singapore is advantageous considering low corporate tax and income tax. The corporate tax rate since 2010 has been 17%. Singapore’s marginal tax rate itself is the third lowest in the world (Singapore Company Incorporation Effective Coorporate Tax Rate for New Companies
Source: singaporecompanyincorporation.sg
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Organizational MANAGEMENT PROWESS Passion for the business high with relevant industry experience in branding, business start up, promotional plan, etc. With moderate depth of professional and social networks in the relevant business. Majoring in fashion business, high relevance to the business
NON-FINANCIAL RESOURCES Jessica Olivia B (Founder( Relevant experience in the field. Conducted the required primary and secondary researches, designing the products and the brand collaterals, developing long term marketing plan and financial forecast
Joan Karmel (Pattern Illustrator( Experienced illustrator responsible for making the fabric pattern and brand design elements
Website Developer Building and developing the website
Blog Writer Responsible on keeping an active engagement with consumers through website and social media through writing relevant topic regarding children and parenting
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Target Market Singapore’s total population in 2018 reached 5,61 million (population.sg) and then grow to 5,88 million in 2018 (Index Mundi). Immigration has played a great role in Singapore’s population
Singapore's Total Population
Non-Residents in Singapore
Source: Department of Statistics (June 2017(
Singapore’s multicultural and multiracial country is occupied by mostly Chinese counting 74.2%, Malays for 13.2%, Indians 9.2%. The Malays are mainly the descendants of post 1945 migrations from Indonesia as well (World Population Review ( Ethnic Mix of Citizen Population
Source: Department of Statistics (June 2017(
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According to a recent survey on why birth rates in Singapore is so low, many young couples are hesitant on having children as they worry about the expenses on having children (The Asian Parent Singapore). On March 2018, the Prime Minister stated that birth rate dropped 1.16 in 2017, the lowest since 2010 (Mothership.sg). In the top 20 countries with the lowest birth rates, Singapore came the lowest in 2017 ( Babies Born in Singapore
Source: straitstimes.com
According to statistics released by Immigrations and Checkpoints Authority (ICA) Total birthrate in 2017 counting 39,615 is recorded to be 4 percent decrease from 2016 which was 41,251 and the lowest since 2008 which was 39,826 (Channel News Asia). And according to Geoba, the birthrate in Singapore is 1.78 percent. The median monthly household income increased by 2 percent reaching $9,023 in 2017 from $8,846 in 2016. Meanwhile household income per household member has increased by 4.5 percent in nominal terms from $2,584 in 2016 to $2,699 in 2017 (Department of Statistics Singapore (
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According to Singstat among the population above 15 years old, 59.5 percent of them are married in 2016 lightly lower than the number in 2006 counting 60.8 percent with mostly people at the age of 30 years and over. Couple based household with children still continues to be he the highest living arrangement among resident households although it declined from 58 percent in 2006 to 52.5 percent in 2016
Residents Household by Household Living Arrangement
Source: singtat.gov.sg
Having two children is still the most common in the Singaporean household. Specifically 36.8 percent of them are 30 – 39 years old and 43.1 percent of them are 40 – 49 years old. Generally females with higher educational qualifications tends to have lesser children compared to those with lower education qualifications (Singstat (
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Financial Start-Up Cost
The start-up cost needed for Mini Peach is estimated to be $17,003 to cover the fixed costs and the starting inventory for one year. With capital investment of $20,000 in the beginning, it should be able to cover. Although then the business will not make profit during the first year due to other variable costs. In the second year, the business is expected to make return on investment which is reasonable for the financial feasibility
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Overall Feasibility Summary and Conclusion Despite several factors that might hold the growth of the business like the declining birth rate in Singapore. Other feasibility shows how the children’s wear industry is at its peak of growing and parents in Singapore are constantly looking to spur for their children and the growing trend of parents being more fashion conscious for their children. Organizational wise, the management of the business has a good chance with the right resources and skills used. The industry attractiveness is without a question really good remembering the growth of the children’s wear industry not just in Singapore but also globally
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SALE AND MARKETING PRIMARY RESEARCH Methodology The primary research for Mini Peach was done by going to Blue House Infant and Toddler Atelier in UE Square, and distributing the interview questions through email and asking the participants to fill out the survey in the interviewee’s device at place to the parents there. The participants will get a chance of winning $100 Motherscare giftcard as a reward, picked by random
Questionnaire The questionnaire was participated by parents in Blue House infant and Toddler Atelier with total of 16 questions. The interviewer asked permission from Blue House Infant and Toddler Atelier via phone call for student survey and interview purpose to get the parents fill out a survey through the interviewer’s device. The questions include their age, household income, occupation and questions regarding their children and shopping behavior for their children
Interview The interview participants come from Blue House Infant and Toddler Atelier as well by sending them questions through their email for them to answer later. The questions consists of a more detailed 10 questions to get to know the consumers, their lifestyle and habit better, as well as what they think about Mini Peach’s products
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7PS PRODUCTS Introduction With higher demand of children’s clothing and more parents spending for their kids. Mini Peach created children’s wear made with sustainable fabrics to have an edge in the Singaporean market, more suitable for Singaporean weather. Mini Peach is a start-up brand distributed online who communicates the brand majority through official website and social media; Instagram and Facebook
Quality All of the fabrics are made out of 100 percent natural fibers with no polyester from start to finish. The fabrics are made from tencel which is obtained from wood fibers sourced from sustainable forest plantation. The wood is then processed in a close loop system that contains and reuses the solvents at a near rate of 100 percent. Tencel is biodegradable and quickly breaks down within 80 days. The production of the fabric also consumes 10 – 20 times less water. The printing of the fabrics uses inkjet printing which has less wastage of dye
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Loonie Bodysuit Peach
Loonie Bodysuit Pretzel
Boston Long Bodysuit Avocado
Boston Long Bodysuit Ghost
Gaya Onesie Toast
Gaya Onesie Cool Ghost
Strap Onesie Green
Strap Onesie Burgundy
Mona Top Peach
Mona Top Pretzel PAGE | 40
Assortment Plan The number of inventory are decided based on the consumers favors on the interview. When interviewed, consumers favors mostly the Loonie bodysuit and the Gaya Onesies and are less likely to buy the Onesie Strap. The size of the clothes of babies 0 – 3 months, 6 – 12 months and 1 year are more due to number of parents that are most likely to spend on bodysuits for their children at that age for Mini Peach’s type of products
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The Fabrics
The fabrics pattern are especially made by a pattern illustrator with playful drawings. The materials used are premium jersey for the bodysuits, Gaya onesie and Mona top, while baby terry is used for the Strap onesie
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PRICE The price of Mini Peach’s products are $35 and $30 Singaporean dollars. The price point is based on the comparison of the other similar businesses, the survey and interview of consumers based on how much they are willing to buy the products for and also due to the quality of fabrics used is quite expensive and its organic
PLACE Mini Peach is an online based brand purchased through the official website. Mini Peach will use WooCommerce as the web hosting to set up the official website. Consumers will be able to purchase products via website, Official LINE@ to and Facebook Messenger through Customer Service
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PROMOTION Introduction In order to spread brand awareness and interact with the right consumers, Mini Peach has conducted research based on primary and secondary. Mini Peach being an online brand relies largely on digital marketing. Aside from using social media, Mini Peach implements broader range of digital marketing in the form of website, SEO, email marketing, content marketing and display media. Social marketing is also a crucial part of the promotion in Mini Peach, considering the large involvement corporate social organizations make in Mini Peach’s business
Social Marketing According to the book Social Marketing and Social Change, social marketing is used to achieve social goals by meeting people’s needs, helping them in solving problems and enabling them to achieve their aspirations, their families and community. Although sometimes it might be confronted as manipulative (Lefebvre, 2013 p. 38 – 39). Human thoughts influenced mostly by visual, not words. Emotions play an important role in decision making (Lefebvre, 2013 p. 160). Involvement in corporate social organization is a big part of Mini Peach, and from conclusion formed after the research of this book, Mini Peach will do a collaboration with Children’s Society and BABES to make video campaigns, and on going promotion of the brand’s involvement with this organizations
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DIGITAL MARKETING Digital marketing forces businesses to analyze critically the target market, thinking about different components of the business and how digital marketing will help achieve the end goal (Ryan, 2014, p. 25). The Digital Marketing implemented by Mini Peach is based on research from the reliable sources on the internet, the book Understanding Digital Marketing and Social Media and Strategic Communications
Website Search Engine Optimization Online Public Relations Email Marketing Content Marketing Social Media
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Website Mini Peach’s website is a large part of the digital marketing. Therefore the website is designed to represent the brand’s character, easy to navigate and attractive. The website is updated with the latest news and promotion and in the effort of generating website traffic, SEO is also implemented
Search Engine Optimization To increase the search engine optimization, Mini Peach has a blog section that will post relevant topics that the targeted consumers find interesting regularly. Using the right title and keyword the target consumers might find interesting and make sure to use the right hash that are relevant to consumers and Mini Peach like MiniPeach #MiniPeachBaby #MiniPeachSingapore #OrganicChildrensWear# #OrganicBabyClothes #ChildrensWear #ChildrensWearSingapore #ChildrenswearSG #BabyClothesSingapore #BabyClothesSG #ParentingTips #ParentingTipsSingapore #ParentingTipsSG #WorkingMother #WorkingMotherSingapore #WorkingMotherSG #InfantWear
Online Public Relations Looking for collaboration with Young Parents Magazine Singapore to have Mini Peach’s products featured. Young Parents have been around since 1986 inspiring readers with local tips, latest trends to parenting concerns. They also have a strong presence online through their website, social media and digital magazine. According to their readership survey in 2009 Young Parents proved to have 82 percent of the readers to purchase the items recommended by Young Parents and 86 percent refer to advertisements to get ideas on which products to buy
Email Marketing Although email marketing is not very effective anymore, its still important to be executed since it maintains ongoing relationship with existing consumers that has subscribed through the website
Content Marketing Content marketing relates to the content of the digital marketing which involves a lot of social media. The content marketing that will be done by Mini Peach will help in a better engagement and communication with consumers by creating quality design content for sales promotion, photo-shoot results to engaging video campaigns and the journal that gives out parenting and children related articles posted in the website and social media PAGE | 49
Social Media Mini Peach will be using Instagram and Facebook for social media. According to research by Hootsuite and Sprout Social, the right time to post with high engagement on Instagram is on weekdays between 12pm – 1pm while Facebook is on Monday, Wednesday, Thursday and Friday on 12pm – 3pm and weekends on 12pm – 1pm
Instagram Advertising Using Instagram promotion to promote the video promotion opening on January, collaboration with Children’s Society on February, promoting the Easter Egg Painting Session on April, new collection release on June and video campaign collaboration with BABES on November to build traffic to the Instagram profile by selecting the post and customizing the promotion Destination: My Profile Audience Location: Singapore Age Target: 28 - 45 years old Gender: Male and Female Interests: Baby and kids wear, Children's clothing, Infant clothing, Infant bodysuit and etc Budget: $20/ day Duration 5 days Reach: 5,500 - 15,000 people
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Instagram Story Ever since the change of Instagram algorithm in 2018, Instagram posts are no longer as effective. Therefore Instagram Story feature, especially the new ‘Highlight’ feature has been a useful tool as marketing. More people are more likely to see the Instagram story, and the ‘Highlight’ allows new visitors to see it the first thing when they visit the profile. Mini Peach will use Instagram story to create engagement with consumers by posting new products, sales promotion, question and answers, polls and etc
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First Collection Photoshoot There were only five products out of ten that was managed to be worn and shot with the baby. It was a challenge to keep the baby happy and not cry. The photo-shoot theme is simple with simple props to highlight the products. The brand message trying to be communicated to the consumers in this shoot is that the products keeps the baby comfortable, happy and playful
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January The new collection will be released through official website, social media (Instagram and Facebook) as well as a video campaign featuring the products
February A video campaign of Mini Peach’s involvement with Children’s Society to raise the awareness for social responsibility by highlighting the social issues Children’s Society care about and how Mini Peach can contribute to it. It’s also a celebration of Chinese New Year which Mini Peach will give out sales promotion of Buy 1 Get 1
March Free shipping sales promotion after a purchase of more than 2 items
April There will be egg painting session for parents and kids for Easter celebration while showcasing the products of Mini Peach
May A mother’s day promotion is a simple sales promotion done through Instagram. Post a picture with your kid, write a caption and tag Mini Peach’s Instagram account with the hashtag #MiniPeachGiftvoucher and get a chance to win a $50 giftcard
June Another collection photo-shoot will be done for the new collection and then released through social media; Instagram and Facebook then updated in the official website. Showcasing the new products and features of the collection
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July A simple sales promotion through Instagram where Mini Peach’s account will post a picture and participants could comment below on what’s their favorite part of being a parent. The winner get the chance of winning a $50 giftcard
August Singapore’s national day is largely anticipated by Singaporeans, therefore Mini Peach is giving a 15% discount off during the day of the celebration and after
September Free shipping sales promotion after a purchase of more than 2 items
October Since there are a lot of Indian residents, Mini Peach is giving a 15% discount off for Deepavalli celebration
November A video campaign of involvement with BABES will be released. Mini Peach will donate products to BABES
December Anticipating Christmas and New Year where a lot of people will do shopping there will be a 15% discount off few days before Christmas and New Years
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PEOPLE CORPORATE SOCIAL RESPONSIBILITY Children's Society Singapore
Mini Peach plans to make a donation of $1 for every garment purchased to the Children’s society donation that will help vulnerable children and youth, help family services as well as research and advocacy
BABES
Mini Peach will also be working with BABES an organization based in Singapore that supports pregnant teenagers unable to support themselves by donating Mini Peach’s products
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MANAGEMENT TEAM Mini Peach is a start-up brand therefore only need few people hired to run the brand. Some hiring to add the value of the brand and keep the brand going
Freelance Website Designer Build and design first website HTML Create the first website and the content to make it ready for online shopping
Freelance Writer Social skills Organizational skills Time management Creativity Writing or journalism skills Required to write journals on the official website and share it on social media for stories and tips and tricks of parenthood. Works three days a week for two hours
Intern Fashion business preferably Social media updates Customer service Shipping Intern works for 6 hours a day during the weekdays to help with social media updates, shipment of products and customer service
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PROCESS SERVICE AND CUSTOMER SERVICE
According to Robust Tech House the most used messaging app in Singapore are; Line and Facebook Messenger. Therefore, aside from email and website inquiry Mini Peach will have an Official LINE@ Account, facebook account with messenger to answer to customers’ needs and questions
PAYMENT METHOD
Available payment through website purchase are; PayPal and Bank Deposit via DBS account
SHIPPING PRODUCTS The products will be shipped with available options; same day delivery which the item will be delivered on the same day only if order is placed before 12PM on a weekday excluding public holidays. Delivery hours between 6pm to 10pm the rate delivery is $9. Second option is delivery SmartPac shipping that takes 2 – 3 working days with rate $3.2 - $4.7 according to the weight of package
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PHYSICAL EVIDENCE BUSINESS CARD Size 8 x 8 cm
PRICE TAG Size 4 x 8 cm
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THANK YOU CARD Size 8 x 10 cm
PACKAGING Size 30 x 21 x 10 cm
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Brand Collaterals Design Description The business card, price tag and packaging will be produced by Kadatu Printing, based in Jakarta. The collaterals are made out of kraft paper materials which are biodegradable material. The concept and design for the collaterals of Mini Peach is sustainable, simple yet also playful. The Peach animations adds the playfulness of the brand
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Website Design Description Mini Peach’s website design is simple with a lot of pastel soft colors. The design is easy to navigate and understood for the shoppers to shop easily, fast and conveniently. With slight touch of playfulness in the website of the peach’s animations at the sides
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PRICE COST
Mini Peach’s products are sourced and produced in Indonesia. The materials are obtained from Zalmon Fabrics which fabrics are quite pricy. One meter of fabric can make different about one children garment. While the labor and packaging in Indonesia is relatively cheap especially when producing in a larger quantity
FUNDING CAPITAL
Capital investment to start Mini Peach is $20,000 Singaporean dollars. Above is fixed and variable cost required to start the business. The majority of the amount takes up in the starting inventory due to the expensive fabrics. The amount of fixed cost is
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This is the sale forecast for Mini Peach for the first year performance. The amount of sales made is according to the time of the year with the highest promotion and customer engagement that makes the costumers to most likely buy more products. The $35 items are the Loonie bodysuit, Boston bodysuit, Gaya onesie. While the $30 items are the Strap onesie and Mona top
SALES PROJECTION
INCOME STATEMENT
The income statement of Mini Peach in the first year shows that there is no profit made yet during the first year. The total expense counts $26,060 with the cost of goods sold $15,456 the business’ net income is -$4,076 at the end of the year
BREAK EVEN ANALYSIS )Break Even Quantity : Total Cost / (Average Revenue – Cost of Goods Sold ) BEQ : $26,060 / ( (35+30) / 2) – 14 )BEQ : $26,060 / (65 / 2) – 14 )BEQ : $26,060 / (32.5 – 14 Break Even Quantity 1,408.6 To round it up, Mini Peach needs to sell approximately 1409 pieces of clothing to be able to break even and start making profit. This is estimated to be in the second year of the business
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MARKETING EXPENSE
The marketing expense for Mini Peach ranges from the photo-shoot production, videographer in making video campaign collaboration with Children’s Society and BABES, the event on Easter and other social media advertising effort on Instagram
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CASH FLOW
Above is the cash flow of Mini Peach’s first year with beginning capital investment of $20,000. Its approximated to not reach return on investment during the first year. It is more likely to be on the second year
APPENDIX WORD COUNT 8321 words
OLD INTERVIEW QUESTIONS
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1 2 3
Do you enjoy your experience of children's wear shopping? Why ? Have you heard of sustainable children's wear before ? Do you feel like sustainable children's wear is an industry that needs to be supported ?
4
Have you ever bought from a sustainable children's wear brand before? Where?
5
Among this products which do you like the most and would buy, and do you like the least? (these items are reversible (
6 7 8 9
For how much (SGD Dollars) would you buy the item you like the most? (These products are reversible and made out of GOTS Certified sustainable fabrics ( Do you think sustainability factor should be encouraged more to the children's wear industry ? Based on your shopping observation, what do you think is missing in the Singaporean children's wear market ? How do you think shopping online for children's wear can be made easier ? PAGE | 72
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NEW INTERVIEW QUESTION About the Brand Mini Peach is a gender neutral children’s wear brand established in Singapore, offering simple designs with playful prints. Using only organic fabrics that are soft and breathable and dyed with OEKO TEX Standard 100 certified dyes safe for your babies. Mini Peach’s products ranges from babies age 0 – 24 months old. Mini Peach believes in Corporate Social Organizations, donating a dollar each garment purchased to Children’s Society Singapore
1 2 3 4 5 6 7 8
Describe yourself (Age, Occupation, Nationality, Personality, Lifestyle ( Have you heard of sustainable children's wear before? If you have from which brand have you bought from ? Do you feel like sustainability in children's wear needs to be supported more ? Do you enjoy your experience of children's wear shopping and how can it be improved ? Describe your usual routine in shopping for children's wear (Online or Offline, when, where, why ( Other than factors like quality, material and design what else do you take as consideration when shopping for children's wear ? Based on your observation, what do you think is missing in the children's wear market ? Among this products which do you like the most and the least? And how much would you buy them for ?
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9 10
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What do you think of the locally made Singaporean based children's wear compared to compared to international brands like Motherscare, H&M, Cotton On and Zara ? How do you feel about children's wear brand that gives back to corporate social organizations ?
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SURVEY Q1 How old are you ?
Q2 What is your total household income per month? (Singapore Dollars(
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Q3 What is your occupation ?
Q4 When you buy for kids who do you buy for ?
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Q5 How often do you shop for children's wear?
Q6 Which of the TWO features are the most important when shopping for children's clothes ?
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Q7 What gender or age group the child you shop for?
Q8 How much do you usually spend for children's wear in a month per child ?
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Q9 What is your favorite place to shop for children's wear ?
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Q10 Why is number 9 your favorite place to shop for children's wear ?
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Q11 When do you shop for children's wear online ?
Q12 Have you heard of organic / sustainable children's wear before?
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Q13 Have bought any organic children's wear before?
Q14 What do you think about organic / sustainable children's wear ? (organic made fabrics are grown naturally without using harmful synthetic chemicals that are dangerous for children's delicate skin who are more exposed to skin irritation and other diseases(
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Q15 What do y ou think of children's wear brand that contributes / donates for Children's Society?
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Q16 How do you find the experience of ? shopping for children's wear
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Very first sample prototype for reversible dress idea
Measuring sizes for the brand collaterals to be sent to the supplier
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Conversation with photographer in Indonesia who will book the studio too, and happens to be the father of the baby model
PART 1
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PART 2
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Photoshoot with the baby
Shipping from Indonesia to Singapore twice a year for 40 kilograms worth of garments
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Fabric supplier Zalmon fabrics consulting on the size of the pattern, the distance of the pattern to each other, the availability of the material and the machinery problem that occurred before producing the fabric for the final sample then finally making a final transaction after having the machine fixed
PART 1
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PART 2
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PART 3
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Conversation with the second option for fabric supplier to produce the product that will be used for the photoshoot due to problems with Zalmon’s machines at the date
PART 1
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Monthly internet in Singapore https://www.imoney.sg/broadband
Brand Collaterals: Business card, price tag, thank you card and packaging instagram: kadatu.printing
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