INDEX COMPANY HISTORY MISSION & VISION PLACE PRODUCT PRICE PEOPLE PROMOTION
COMPANY
HISTORY
Thom Browne is an American fashion designer. He is the founder and head of design for Thom Browne, a New York City-based menswear and women’s wear brand. Browne debuted his women‘s wear collection in 2003. Thom Brown’s only store is located in Midtown, New York. Browne grew up in Allentown, Pennsylvania, where he graduated from William Allen High School. He then attended the University of Notre Dame, where he received a degree in economics and was also a member of the swim team. Following an attempt at acting in Los Angeles, Browne moved to New York City in 1997 for a job as a salesman in Giorgio Armani’s showroom. Browne was picked up by Club Monaco, a brand of the Polo Ralph Lauren Corporation, to lead its creative development team. He worked with the US-American fashion designer Ralph Lauren. Browne spent several years at Club Monaco leading its design department before launching his own label. For his own label, as well as those he designs for Moncler, Browne continues to push the boundaries of classic men’s fashion. Design to Thom Browne is more than fashion; his desire is to clothe people’s feeling, emotion and lives. Thom Browne is a keen observer of life and always inspired by his daily life. He considers dining culture as an important part of one’s lifestyle. Idea a operating a café is to enable everyone to share Thom Browne taste of classic American food. You can enjoy the classic American food and atmosphere right here in Hong Kong without taking a plane abroad. The Thom Browne café offer plenty of option in American snacks, including sandwich, mini burger, salad, cakes, and afternoon tea set. It is great to pair with a cup of coffee, tea or selected mixed fresh fruit juice, offering customers the chance to buy fine blends so as to take home the pleasure of a American coffee-bar.
MISSION&
VISION
OUR MISSION OF THE COMPANY IS TO TAKE
CLASSIC IDEA AND REINTRODUCING THEM PROVOCATIVELY.
OUR VISION OF THE COMPANY IS TO GIVE THE
YOUNG FASHION FORWARD LOVERS A UNIQUE WAY TO EXPRESS THE AMERICAN STYLE CAFÉ THROUGH THE ENVIRONMENT AND FOODS.
PLACE
Thom Browne café inspire the customer to consider as his or her “third place to spent their time, the shop have the brand of ease and comfort. Thom Browne café appeal the customer through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. The café store will be open in Central next to the Thom Browne store where customer can enjoy a little break while shopping.
PRODUCT
PRICE
ALL DAY MENU
DRINK MENU
CAESAR SALAD CREAMY SOUP MINI BURGER EGG BENEDICT ALL DAY BREAKFAST SQUID SPAGHETTI CLUB SANDWHICH CROQUE MONSIEUR TURKET BREAST AMERICAN SQUARE
$88HKD $80HKD $120HKD $110HKD $99HKD $140HKD $130HKD $80HKD $88HKD
CAKES BUTTER POUND CAKE NEW YORK CHEESECAKE CHOCOLATE MARBLE CAKE EBONY & IVORY CAKE
$45HKD $35HKD $55HKD $35HKD $55HKD
OTHERS MACAROON MUFFIN
$35 $35
AMERICAN COFFE CAPPUCCINO LATTE CAFÉ GREEN TEA LATTE MOCHA LATTE CAPPUCCINO HOT CHOCOLATE DRIP COFFE
$45HKD $45HKD $45HKD $45HKD $45HKD $45HKD $40HKD $40HKD
TEA EARL GREY TEA BREAKFAST TEA JASMINE TEA GREEN TEA PEACH TEA
$45HKD $45HKD $45HKD $45HKD $45HKD
FRESH JUICE ORANGE JUICE APPLE JUICE SUMMER FRUIT TEA (ICED) PEACH SODA YOGHURT LYCHEE SODA PINEAPPLE SMOOTHIES BLUEBERRY SMOOTHIES
$40HKD $40HKD $40HKD $49HKD $55HKD $55HKD $55HKD $55HKD
PEOPLE
CUSTOMER
PROFILE
Thom Browne café is an accessible luxury coffee shop with reasonable price points so this brand is accessible to a wide range of customers. The target customer for Thom Browne café is not gender specific. The Thom Browne café customers for share a variety of characteristics, including a high-income bracket, an awareness of social status and environmental consciousness. Originally, the brand started out with a customer being between the age of 30 and 45. Now, it’s expanded in both directions to include customer aged between 20 to 60 The customers in the younger age range are young professionals who just starting out in their career. They live in urban areas with jobs in both creative industries and more traditional industries, for example accounting or law. These customers used Thom Browne café as a place to hang out with friend or work.
MICHELLE OBAMA
USHER
LEBRON JAMES
G-DRAGON
KIM SOO HYUN
TOP
MIN HO
TAE MIN
KEY
JOHNG HYUN
PROMOTION
• Launch party at our store (invite the designer to come over for the opening party) • Advertisements send to our customer through email or post (Harvey Nichols newsletter) • Campaigns • Magazine interviews • Contact bloggers • Social Network