VINCE Pop Up Shop by Lilly Brasili

PROFESSOR

Alessandro Cannata GROUP

Lilly Brasili Caroline Lowe Ta t i a n a R a p p a c c i o l i

EXTERIOR + INTERIOR DESIGN

Veronica Lloveras

R E TA I L M A N A G E M E N T This course addresses the principles of personal selling techniques, presentation skills, the art of persu asion, negotiating and account-building in the wholesale markets. These concepts are developed through lectures and workshops. Students also lear n the effects of an organizationâ&#x20AC;&#x2122;s culture on t he management process, including decision-making, planning, structure, leadership and defining control, and how these are viewed from a global perspective

WELCOME

TABLE OF CONTENT S

II.

III.

I V.

C O M PA N Y O V E R V I E W

S Ã&#x192;O PA U LO

Company History

Introduction

Timeline

Attractions

Mission Statement

Size + Scope

104

Store Location

Current Status

112

Company Formation

Advertising + Promotion

11 6

Construction + Legal Compliance

Brand Identity

11 8

Hiring, Salaries, + Benefits

Competitive Marketplace Analysis

12 6

Importing + Logistics

Opportunities for Growth

12 8

Promotional Plan

S T R AT E G I C P L A N

VI.

VII.

P O P - U P S T R AT E G Y

STORE DESIGN

Goals + Objectives

13 5

Concept

Implementation Strategies

13 6

Floor Plan

13 8

Exterior Design

COUNTRY SELECTION 52

GRDI

14 0

Interiror Design

PESTEL Over view

142

Cost

Selection Rationale

VIII.

ASSORTMENT PL ANS

BRAZIL

147

Sales Forecast

Introduction

15 8

Women

PESTEL Analysis

185

Men

Demographics

206

Color Assortment

Consumer Behavior

209

Size Charts

Key Competitors

IX.

CONCLUSION

CO M PA N Y OV ERV I E W

Company History Timeline Mission Statement Size + Scope Current Status Advertising + Promotion Brand Identity Competitive Marketplace Analysis Opportunities for Growth

C O M PA N Y H I S T O R Y

Vince was founded by Rea Laccone

Vince was founded in a retail climate

and Chris topher L aPolice in 20 02, as a

s h a k e n b y t h e r e c e n t S e p t e m b e r 11 th

produc t-focused brand specializing in

terrorist attacks. Consumer spending

essential, upscale pieces for a modern,

on apparel dropped, as Americans

c a s u a l , c u s t o m e r. T h e b r a n d o r i g i n a l l y

turned inward in reaction to a new

focused on women’s k nit s, but has

fear of the outside world. Laccone

now ex panded to include full men’s

and L aPolice ack nowledge this new

and women’s clothing, shoes, and

retail reality and designed simple

accessories.

silhouettes in cozy fabrics to create “the fashion equivalent of comfor t

L accone and L aPolice envisioned a small fashion company that specialized in high quality basics, designed for an affluent, style-minded consumer who can afford designer fashion, but lives a more c asual lifes t yle. Vince’s s tronges t categories remain sweaters and tees in luxe fabrics and modern shapes. The brand was originally sold only through wholesale, until the opening of the first Vince retail store on Robertson Boulevard in Los Angeles in 2008, and the simultaneous launch of the e-commerce platform.

f o o d .”

C O M PA N Y T I M E L I N E

Vince is purchased by

Kellwood is

the Midwest-based

purchased by Sun

apparel holding

Capital Partners in

group Kellwood C o m pa ny.

a leveraged buyout.

2006

2 0 11

2002

2008

Vince is founded by

Vince opens its first

Rea Laccone and

stand-alone retail

Chris topher L aPolice

location on Robertson

in Los Angeles, as

Boulevard in LA

a wholesale-only r e t a i l e r.

Vince opens its e-commerce platform, w w w.v i n c e.c o m.

L accone and L aPolice return to Vince in creative direction Laccone and

posts to re-align the

L aPolice exit the

product assortment

company with the

to the brand â&#x20AC;&#x2122;s

IPO.

original DNA.

2 013

2015

2 013

2015

Vince raises $200

Vince total net sales

million selling

drop from a peak of

10 million shares for

$ 3 4 0 .4 m i l l i o n i n 2 014

$20 each in an initial

to $302.5 million in

public offering, and

2 015 .

becomes publicly traded on the NYSE

Product assortment

under VNCE.

challenges are blamed for the dropof f.

M I S S I O N S TAT E M E N T â&#x20AC;&#x153;Vince strives to be a brand synonymous with a modern, timeless aesthetic and effortless sophistication, and serve as the ultimate d e s t i n a t i o n f o r e v e r y d a y l u x u r y e s s e n t i a l s .â&#x20AC;?

SIZE + SCOPE

Size + Scope Business Categories

SIZE + SCOPE

STORES 35 Retail Stores 14 O u t l e t Sto r e s W h o l e s a l e 2,500 distribution locations across 38 countries.

LICENSING Licensing Agreement s | Women’s Foot wear Men’s Foot wear

NUMBER OF EMPLOYEES 1, 514 e m p l o y e e s

ANNUAL NET SALES 302.5 Million

B U S I N E S S C AT E G O R I E S Women’s A pparel Women’s Shoes Women’s Acces sories Men’s A pparel Men’s Shoes

CURRENT S TAT US

Current Status N e t S a l e s b y Ye a r Ownership Structure Wholesale v. Direc t-to - consumer Merchandising Venues

C U R R E N T S TAT U S

Vince currently operates 35 full-price

For production, the design team works

re t a i l s to re s , 14 o u t l e t s to re s , a n d o n e

with over 30 different manufacturers

s h o w r o o m i n t h e U S , To k y o , I s t a n b u l ,

in five different countries, with 88% of

and Paris. The brand is available in

production occurring in China.

2,500 wholesale locations across 38 countries, with 42 built-out depar tment

The company operates three

store shop- in-shops; 29 in the US and

distribution centers; two in the US

13 i n i n t e r n a t i o n a l l o c a t i o n s .

a n d o n e i n B e l g i u m. T h e 2 014 A n n u a l Report indicates confidence in the

Vince reported net sales of $302.5

ability of these facilities to support

milli o n i n 2 015 . 67% of t h o s e s a l e s

continued growth.

occurred through wholesale, with 9 1% f r o m t h e U S a n d 9 % f r o m o t h e r

Vince does not own any physical

countries; and 33% were direc t-to-

p ro p e r t y, a n d l e a s e s s p a c e f o r a l l

consumer (including e-commerce,)

of its retail locations as well as its

u p f r o m 13 % i n 2 0 11. T h r e e w h o l e s a l e

corporate and design headquarters.

partners, Neiman Marcus, Saks Fifth Avenue, and Nordstrom, accounted

Vince’s information technolog y sys tems

for 45% of wholesale net sales, each

are operated by Kellwood, although

accounting for 10% of company revenue

the Vince systems are in the process

i n 2 0 13 a n d 2 0 14 .

of being separated from the former parent company’s.

To t a l r e v e n u e f o r t h e c o m p a n y f o r t h e f i s c a l y e a r e n d i n g J a n u a r y 31, 2 015 was $3 4 0.4 million. Women’s apparel accounts for 80% of net sales. Vince has existing licensing agreements with outside companies for produc tion of men’s and women’s f o o t w e a r.

NET SALES BY YEAR

OWNERSHIP STRUCTURE

CO M PA N Y OW N E R S H I P Brendan L. Hoffman | CEO David Stefko | CFO M e l i s s a W a l l a c e | S V P, H u m a n R e s o u r c e s L i v i a L e e | S V P, M e r c h a n d i s i n g Katayone Adeli | Artistic Director Marc J. Leder | Chairman of the Board Rea L accone and Chris topher L aPolice | Founder s Creative Supervisors Eight-member Board of Direc tors

C O M PA N Y S TAT U S P u b l i c l y t r a d e d o n t h e N Y S E u n d e r V N C E , a s o f 2 0 13 . C u r re n t s to c k p r i c e | V N CE ( N YSE ) $ 5 .75 + 0 . 0 5 (+ 0 . 8 8 %) p e r s h a re To t a l S h a r e s H e l d | 12 , 6 9 5 , 2 19 I n s t i t u t i o n a l H o l d e r s | 111 Parent company | Sun Capital Partners Corporate family includes 3,223 companies.

WHOLESALE VS. D I R EC T-TO - CO N S U M E R S A L E S

WHOLESALE %67

D I R EC T-TO - CO N SU M ER

T O TA L N E T S A L E S

$302.5 M

D I R E C T-T O - C O N S U M E R % O F T O TA L N E T S A L E S B Y Y E A R

2 014

2 013

2 012

2 0 11

2010

24%

2 1%

15%

13 %

TOTAL NET SALES

$340.4 M

$288.2 M

$240.4 M

$175.3 M

$111.5 M

MERCHANDISING VENUES

STORES Vince Retail Stores Vince Outlet Stores Department Stores

E-COMMERCE D I R EC T-TO - CO N SU M ER Vince.com Offers free ground shipping on all orders and returns, e-gift cards, and international shipping WHOLESALE Nordstrom, Neiman Marcus, Bergdorf Goodman, N e t- a - p o r t e r, Yo o x , S h o p B o b , B l o o m i n g d a l e s , Saks Fifth Avenue

SOCIAL MEDIA I n s t a g r a m , F a c e b o o k , Tw i t t e r, P i n t e r e s t

ADVERTISING + PROMOTION

Promotions are minimal, understated,

a n d i n t e r v i e w s w i t h V i n c e’s “m o d e r n

and simple, like the brand it self.

m u s e s ,” f e a t u r e d t a s t e m a k e r s a n d

While Vince did increase marketing,

personalities, including Jamie Chung

advertising, and promotional expenses

a n d D e Ma rc o M u r r ay.

by $ 2 . 6 m i l l i o n i n 2 014, t h e b r a n d continues to remain true to its identity with few highly publicized campaigns. Communication and advertising does include seasonal campaigns, adver tising on wholesalers’ e-commerce sites, direc t-to-consumer e-commerce discounts and email b l a s t s , a s w e l l a s p r o f i l e s o n Tw i t t e r, Facebook, and Instagram. The most recent significant advertising p u s h w a s t h e “# V ERY V INCE” t r a d i t io nal and social media campaign for Holiday 2 015 . T h e a d s i n c l u d e d p h oto s , v i d e o s ,

BRAND IDENTITY

Identity Matrix Identity Prism

I D E N T I T Y M AT R I X

PERSON

PRODUCT

Appealing + welcoming to

Front-zip cashmere hoodie.

both genders.

C oz y, c a s u a l, c h i c .

Clean, timeless, and modern.

SYMBOL

O R G A N I Z AT I O N

Ef for tless style.

Headquar ter s in NYC, design

Clean lines.

studio in LA.

Everyday luxury essentials.

Bicoastal heritage.

Contemporary design.

IDENTIT Y PRISM

PHYSICAL

PERSONALITY

Recognizably subtle designs, with

Simple, understated, and func tional

soft, clean lines, rich textures, and muted colors. Essential pieces to construct a

luxury in the form of comfort. Cashmere hoodie- a staple piece that s u m s u p V i n c eâ&#x20AC;&#x2122;s p e r s o nali t y.

seamless ever yday wardrobe.

C U LT U R E

R E L AT I O N S H I P

Vinceâ&#x20AC;&#x2122;s aes thetic of precisely

Connects with existing consumers

engineered comfort was in part a

and reaches out to new ones through

response to the turbulent time of its

wholesale vendors.

founding in the wake of September 11 t h , a s c o n s u m e r s t u r n e d i n w a r d s i n

Relies on modern influencers like

reaction to harsh outside events.

bloggers to promote products and attract consumers.

REFLECTION

SELF PROJECTION

A go-to for those looking for

Comfortable without being slouchy or

effortless pieces.

f r u m py.

Customers look to Vince as a reliable

Epitome of sleek, modern

producer of basics that are modern,

sophistication and urban comfort.

timeless, and cool.

COMPETITIVE M A R K E T P L AC E A N A LY S I S SWOT Analysis Competitors Price Accessibility Matrix

S W O T A N A LY S I S

STRENGTHS Aesthetically recognizable. Hig h q uali t y. Beautifully tactile fabrics. Strong relationships with US and international wholesale partners.

WEAKNESSES

OPPORTUNITIES

T H R E AT S

Slow to develop and

Millennial interest in qual-

Weak marketing strategies

update e-commerce

i t y ove r q ua nt i t y.

could compromise appeal

channel. No strong connection with

to media-focused Gen-Z Domestic direc t-to-

consumers in the future,

consumer retail expansion.

especially in relation to

millennial consumers.

competitors. Continued rise of the

Insufficient advertising

luxe-athleisure trend.

and promotion. Lacking vertical

Many wholesale partners are consolidating

Recapturing the â&#x20AC;&#x153;Vince

locations, reducing brand

D N A .â&#x20AC;?

v i si bili t y.

integration. Overly reliant on wholesale partners. 37

COMPETITORS

JOIE

R AG & BONE

C a s u a l, p re t t y, b o h e m ia n

British heritage with direc tional, urban, design

Comfor table, yet sophisticated

THEORY Contemporary workplace attire Timeless, comfortable pieces

HELMUT LANG Edgy street wear Modern with minimalist roots

JOIE

THEORY

R AG & BONE

HELMUT LANG

PRICE ACCESSIBILIT Y

ACCESSIBILIT Y

M AT R I X

PRICE

OPPORTUNITIES FOR GROWTH

T h e f i s c a l yea r 2 015 a n n ua l re p o r t

Fo r F Y 2 016 , t h e c o m pa ny i s

indicated an opportunity for expansion

forecasting revenue of $290 million

of the menâ&#x20AC;&#x2122;s collec tion and womenâ&#x20AC;&#x2122;s

to $305 million and a gross margin

p a n t s , d r e s s e s , a n d o u t e r w e a r, a n d

of 47%, primarily from the new retail

implementation of a replenishment

stores and growth in both comparable

strategy for core items to generate

store sales and e-commerce.

future growth. Vince also plans to increase product categories through select licensing agreements in areas such as fragrance, e y e w e a r, a n d f a s h i o n a c c e s s o r i e s . Another planned expansion is the

FI SC A L Y E A R 2 016 PROJ EC TI O NS Net Sales SG& A

$290- $305 million

$13 2 - $13 5 m i l l i o n

Gross Margin - 47% Interest Payments - $4 million

increase of Vince retail stores in the US (between eight and ten new stores fo r 2 016 ,) a n d ex pa n d i ng i n to t h e European market.

II.

S T R AT EG I C PL A N

Goals + Objectives Implementation Strategies

GOAL S + OBJECTIVES

GOAL S + OBJECTIVES Improve the e-commerce experience and expand direc t-to-consumer e-commerce to new markets. Reduce reliance on wholesalers by opening more stand-alone Vince stores in new locations. Strengthen and refine the product assortment so that it is aligned more closely to the brand â&#x20AC;&#x2122;s original heritage.

D I F F E R E N T I A L A D VA N TAG E V i n c e i s a b o u t l o w - ke y, c o m f o r t a b l e l u x u r y a n d well-designed, quality basics.

I M P L E M E N TAT I O N S T R AT E G I E S

Launch an advertising campaign through social media, print, and video in anticipation of store opening. I n t e g r a t e i n t e r a t i v e t e c h n o l o g y, v i d e o , a n d m e d i a i n the pop-up shop to create a fully omni-channel experience. Improve direct-to-consumer e-commerce by opening to Central and South America, and adding costumer review features toincrease costumer engagement. Offer a simplified product line in the pop-up location.

III.

COUNTRY SELECTION

GRDI PESTEL Overview Selection Rationale

G L O B A L R E TA I L DEVELOPMENT INDEX

In choosing a strategic location for our pop-up shop expansion, we utilized the Global Retail Development I n d e x f o r 2 0 1 5 p u b l i s h e d b y A .T. K e a r n e y . T h e I n d e x quantifies factors of market saturation, country risk, and market attractiveness, and time pressure to enter market to determine the top 30 countries for retail investment. Each factor accounts for 25% of the total Index score. The scores take into account impor tant deciding factors in retail expansion, including market maturit y and the â&#x20AC;&#x153;window of oppor tunit yâ&#x20AC;? through w h i c h t o e n t e r. We chose four countries from the top 25 listed, based on our initial knowledge of the general charac teristics and retail marketplace for each one. We first eliminated countries from the list that we f o u n d t o b e o n s h a k y p o l i t i c a l g r o u n d , l i k e Tu r k e y, Botswana, Nigeria, and Jordan, as well as those with a h i s t o r y o f e g r e g i o u s h u m a n r i g h t s a b u s e s , l i k e Q u a t a r, Russia, and Sri Lanka. We also rejec ted countries lacking the customer base to support a luxury market, like Mongolia, Kazakhstan, and Georgia. The chosen countries were China/Hong Kong, Chile, Brazil, and the Philippines. We then researched each countr y f u r t h e r, u s i n g a P E S T E L a n a l y s i s t o e x a m i n e t h e viability of the retail market and level of consumer sophistication relevant to our brand.

2015 COUNTRY RANK

MARKET AT T R A C T I V E N E S S

COUNTRY RISK

MARKET S AT U R AT I O N

TIME PRESSURE

GRDI SCORE

CHINA

66.7

55.7

42.3

96.6

65.3

U R U G U AY

93.3

60.4

68.0

38.9

65.1

CHILE

98.2

100.0

13.0

37.9

62.3

Q ATA R

100.0

89.4

34.3

12.8

59.1

MONGOLIA

22.4

19.9

93.1

100.0

58.8

GEORGIA

36.5

39.1

78.8

79.2

58.4

UAE

97.6

84.0

16.5

33.9

58.0

BRAZIL

98.0

60.4

45.2

28.0

57.9

M A L AY S I A

75.6

68.8

29.3

52.7

56.6

ARMENIA

35.4

37.1

82.1

66.3

55.2

TURKEY

83.1

48.1

40.2

44.8

54.1

INDONESIA

50.6

35.5

55.1

65.9

51.8

K A Z A K H S TA N

49.6

34.2

72.5

50.7

51.8

SRI LANKA

15.8

34.4

77.8

78.8

51.7

INDIA

30.5

39.8

75.7

58.5

51.1

PERU

48.9

43.9

58.6

51.8

50.8

SAUDI ARABIA

78.6

64.4

30.4

27.0

50.1

BOTSWANA

49.2

62.5

33.3

54.2

49.8

PA N A M A

62.3

46.8

49.7

37.6

49.1

COLOMBIA

55.6

49.3

52.0

39.1

49.0

RUSSIA

94.9

28.4

24.5

46.6

48.6

AZERBAIJAN

33.9

26.9

82.4

46.8

47.5

NIGERIA

19.6

08.3

94.0

66.5

47.1

PHILIPPINES

39.6

36.0

51.6

60.7

47.0

JORDAN

51.1

35.5

64.2

36.8

46.9

PESTEL OVERVIEW

CHIL E | To o s m a l l a l u x u r y c o n s u m e r b a se and n o room for ex p a n s i o n .

PH I LI PPI NE S | Economic growt h but ostenta t ious customer.

CHIN A | To o h a rd t o s t a n d o u t i n a s a t u rated re t a i l e n v i ro n m e n t a n d q u e s t i o n s o v e r gover nm ent ha n d l i n g o f t h e e co n o m y.

BR AZI L | Right consumer, economic opportunity, and network for potent ial expa nsion.

SELECTION R AT I O N A L E

Ba s e d o n o u r a n a l y s e s o f e a c h c o u n t r y,

Tu r n i n g t o S o u t h A m e r i c a , w e

we concluded that Brazil was the

evaluated the two countries with the

best option. While China might at

strongest economies on the continent,

first seem like the obvious choice,

Chile and Brazil. While Chile does

we decided against an expansion

h ave a t u r b u l e n t p o l i t i c a l h i s to r y,

there because of the highly saturated

with the harsh military dictatorship

retail environment and the ruling

of Augusto Pinochet that ended only

Communis t Par t y’s inabilit y to handle

a s re c e n t l y a s 19 9 0, t h e f re e ma r ke t

recent economic turbulence. Although

reforms instituted by the junta left

the upper class Chinese consumer is

the country in a sound economic state

sophisticated and looking to spend on

as the new democracy began, and

less ostentatious luxury items in the

Chile has been quite stable politically

wake of the countr y’s economic slump,

since. As the South American countr y

with so many western brands with

with the highest nominal GDP and the

larger footprints and more label-driven

highest degree of economic freedom,

aesthetics already competing for their

Chile certainly has the economy to

a t t e n t i o n , w e d e c i d e d t h a t a “q u i e t ”

s u p p o r t a l u x u r y m a r k e t . H o w e v e r,

brand like Vince would have a difficult

Chile’s population is only about 18

time breaking into the Chinese market.

million, and its largest metropolitan area, Santiago, has a population of

In evaluating the Philippines, we found

roughly 6 million. Chile also has a

the opposite problem. While the retail

small population of high net worth

market is relatively underdeveloped

individuals, and the countr y’s long and

and economic grow th is on the rise,

narrow geography would make intra-

the Filipino luxury consumer is

national expansion difficult.

similarly underdeveloped, in that their wealth has been acquired only re c e n t l y, a n d t h u s a re l o o k i n g to display it in a more grandiose manner than a brand like Vince could allow.

SELECTION R AT I O N A L E

On the other hand, Brazil is not as

sophisticated and worldly consumers,

stable, with an economy plagued by

who are increasingly looking for more

inconsistent policies and too heavily

subtle form of luxury in the wake of

reliant on exports of oil and raw

g row ing e c o n o mic in e q uali t y.

materials to China. The recent dropoff in Chinese growth has left the

As the largest country by both area

Brazilian economy in a slump, although

and population in South America,

it is still one of the largest in the

Brazil is the logical first step to take

world. Politic al upheaval has recently

in expanding to the continent, and

s h a ke n t h e c o u n t r y, a s u n e m p l oy m e n t

has the advantage of a far-reaching

and economic uncertainty in Brazil are

network of metropolitan areas, which

on the rise.

could be utilized for future expansion if our venture is successful.

H o w e v e r, e c o n o m i s t s f o r e c a s t t h a t Brazilâ&#x20AC;&#x2122;s economy should s tar t to r e c o v e r i n 2 0 1 7, a s o i l p r i c e s r e stabilize and exports increase again. Fur thermore, Brazil has a large population overall, at around 208 m i l l i o n p e o p l e, b u t m o re s ig n i f i c a n t l y, a large population of high net worth individuals, who are not typically affected by national economic problems. Forbes Magazine ranks Brazil fifth in the world for greatest number of billionaires, and the upper levels of Brazilian society are

I V.

BRAZIL

Introduction PESTEL Analysis Demographics Consumer Behavior Key Competitors

F O R TA L E Z A

S A LVA D O R

BRASÍLIA

BELO HORIZONTE

RIO DE JANEIRO S ÃO PAU LO

BRAZIL

AREA 5.2 million square miles CURRENCY Real ( BRL = 10 0 Centavos) Exchange Rate 1 BRL = .28 USD L O C AT I O N Largest country in South America, occupying two-thirds of the continent â&#x20AC;&#x2122;s entire Atlantic Coas t. Bordered by Argentina, Bolivia, Colombia, French Guiana, G u y a n a, Pa r a g u ay, Pe r u, S u r i n a m e, U r u g u ay a n d Ve n e z u e l a. ( E v e r y S o u t h A m e r i c a n c o u n t r y e x c e p t f o r C h i l e a n d E c u a d o r.) Made up of 26 States and 1 Federal District. C L I M AT E Tr o p i c a l i n t h e n o r t h , t e m p e r a t e i n t h e s o u t h . C A P I TA L Brasilia

P E S T E L A N A LY S I S

PESTEL Analysis N o m i n a l G D P b y Ye a r Current Political + Economic Status

POLITICAL

TECHNOLOGICAL

P r e s i d e n t : M i c h e l Te m e r

Largest e-commerce market in Latin America.

Federal Republic with bicameral legislature.

70 million + people in Brazil have internet access.

Former Por tuguese colony that achieved independence in 182 2.

ECONOMIC

E N V I R O N M E N TA L

Economic reforms enac ted in early

Lacks environmental regulations. Large

20 0 0’s led to one of the world ’s

amount of natural resources, especially

fastest growing economies.

iron ore.

E c o n o m y o f $ 2 . 3 t r i l l i o n U S D , w i t h 9.1%

Significant spending on energy

average rate of inflation.

te c h n o l o g y, e s p e c ia ll y d e e p - w a te r o i l drilling.

Major industries are agriculture, mining, and ser vice.

Road system is extensive, but underdeveloped, especially in rural

Fre e f loa t m o n e t a r y p olic y.

areas.

SOCIAL

LEGAL

Population is 20 8 million, an increase

Brazil’s huge and vas tly complex

of 29 million since 2000.

bureaucracy remains a significant impediment to business activities.

O f ficial language is Por tuguese. “ B r a z i l Ta x ” i s t h e n i c k n a m e f o r Strong cultural ties to Por tugal, but

corruption and under-the -table

heavily influenced by African and

payments required to do business in

indigenous culture.

Brazil.

Population is 6 0% Catholic.

B r a z i l r a n k s 11 6 t h o u t o f 1 8 5 c o u n t r i e s i n “e a s e o f d o i n g b u s i n e s s .” 63

NOMINAL GDP BY YEAR

2.6 T 2.4 T 2.2 T 2T 1.8 T 1.6 T 1.4 T 1.2 T 1T 800 B 600 B 400 B 200 B 0

‘85 ‘86 ‘87 ‘88 ‘89 ‘90 ‘91 ‘92 ‘93 ‘94 ‘95 ‘96 ‘97 ‘98 ‘99 ‘00 ‘01 ‘02 ‘03 ‘04 ‘05 ‘06 ‘07 ‘08 ‘09 ‘10 ‘11 ‘12 ‘13 ‘14

CURRENT POLITICAL + E C O N O M I C S TAT U S

O n M a y 11, 2 0 1 6 , t h e B r a z i l i a n S e n a t e

Brazil has been relying on a

confimed the House’s A pril motion

consumption growth economic model

to impeach President Dilma Roussef f,

for the past two decades at the

whose popularity had plummetted amid

expense of capitalinvestment:

recent corruption scandals. U n e m p l o y m e n t i s r i s i n g , f r o m 7. 1 % i n She has been replaced by acting P r e s i d e n t M i c h e l Te m e r. Rousseff was accused of having manipulated government accounts to hidebudget shortfalls. Rous sef f ’s approval rating had dropped from 79% following her first i n n a u g u r a t i o n i n J a n u a r y o f 2 0 11 t o 6 % i n M a rc h of 2 016 . Petrobras, the s tate - owned oil

2 0 1 4 t o 7. 3 % i n 2 0 1 5 . High taxes on luxury goods often deterred Brazilians from purchasing l u xu r y i te m s lo c all y. Drop in the value of the real could potentially increase demand within Brazil’s border s. Lower value of the real will increase t h e i nf l u x of to u r i s t s i nto t h e c o u nt r y.

c o m p a ny, h a s b e e n i m p l i c a te d i n a large-scale corruption scandal

The Brazilian government has also

including bribery of government

institute a tax that will apply a fee on

officials. A number of high-ranking politicians have been tainted by the scandal.

credit card transactions abroad. Economy is expec ted to begin a t u r n a r o u n d b y t h e e n d o f 2 0 1 7.

DEMOGRAPHICS

Demographics Population by Age

Itamaraty Palace, Brasília Brazil’s population is 20 4 million.

Government programs and education spending have been credited with

L i t e r a c y r a t e i s 9 2 .9 % .

elevating 30 million people out of poverty and into the middle class.

Education levels have risen by 77% in the past two decades. The current

Brazil’s middle clas s cons titutes over

number of university students is 6.2

70% of the countr y’s population and

million.

accounts for over 50% of consumer spending. 67

P O P U L AT I O N BY AGE

Y E A R | 2 015

AGE 65+ % 7. 8

AG E S 0 - 14

AGES 55 - 64

%23.3

%8.7

T O TA L P O P U L AT I O N AGE S 15 - 24 %1 6 . 5

204,847,528

AGES 25 - 54 %43.8

B r a z i l ’s c u r r e n t m e d i a n a g e i s 31.4 I n 2 0 2 0 , 71% o f t h e B r a z i l i a n p o p u l a t i o n w i l l f a l l i n t o t h e “p ro d u c t i ve a g e” r a n g e, f ro m a g e s 15 - 6 4.

Alvorado Palace, BrasĂlia

CONSUMER BEHAVIOR

Consumer Behavior Market Influencers C o n s u m e r Ty p e s Ta r g e t C u s t o m e r P r o f i l e s

CONSUMER B E H AV I O R

Brazilian consumers link shopping

17 % o f B r a z i l i a n s s a y t h e y s h o p

to social and financial well-being,

exclusively at brick-and-mor tar

and see it as a key indicator of life

stores, 53% shop using catalogs, 38%

improvement.

shop on the internet, 29% shop via landlines, and 6% shop using a mobile

Over 50% of Brazilians say shopping is

phone.

one of their favorite leisure activities. 4 6% say it ’s the bes t way to spend time

With widening internet access,

w i t h f a mil y.

online shopping is slowly becoming m o r e p o p u l a r, b u t m a n y c o n s u m e r s ,

B r a z il a c c o u n t s fo r ove r 1/ 3 of L a t i n

especially those who are older and

Americ a’s total consumer market.

less educated, are still reluctant to buy online, due to concerns about

To t a l d i s p o s a b l e i n c o m e i s p r o j e c t e d t o

identity theft and difficulty in

increase by a cumulative 33.2% in the

returning products.

p e r i o d of 2 015 to 2 0 3 0. B r a z i l n o w r e p r e s e n t s t h e w o r l d ’s 5 th Whatsapp is very popular in Brazil,

largest digital market and over 40%

and is often used by sales associates

of the Latin American digital market.

to close large transactions and communicate with customers.

Despite the difficulty of the recent economic downturn, Brazilian

Debit and credit cards were used in

consumers remain among the top

more than 40% of all Brazilian retail

10 “m o s t o p t i m i s t i c” w o r l d w i d e,

t r a n s a c t i o n s i n 2 015 .

a c c o rd ing to a Eu ro m o ni to r s t ud y.

MARKET INFLUENCERS

E X T R E M E LY INFLUENTIAL

VERY INFLUENTIAL

S O M E W H AT INFLUENTIAL

NOT INFLUENTIAL

Family - friends recommendations

31.2%

39.4%

25.3%

4.2%

Independent consumer reviews

29.9%

38.8%

25.7%

5.6%

TV commercials

27.3%

34.2%

31%

7.5%

Print media

15.5%

36.1%

37.8%

10.6%

In-store advertising

14.1%

32%

42.4%

11.4%

On-site booth or representatives

17.2%

32.3%

38.4%

12.1%

Social media posts or mention

15.8%

30.8%

39.9%

13.5%

Brand advertisement on social media

16.4%

33.9%

39.4%

10.4%

Mobile text or advertisement

10.4%

20.2%

36.9%

32.4%

Internet advertisement on the computer

16.4%

29.8%

37.1%

16.7%

Commercial shown before, a f t e r, d u r i n g i n t e r n e t v i d e o

16.6%

30.3%

37.1%

16.1%

Outdoor advertisement

14.9%

31.3%

42.1%

11.7%

Celebrity endorsements

12.5%

24.4%

32.2%

31.1%

Direct mailing advertisement

9.6%

21.1%

44.6%

24.7%

Museu de Arte Contemporânea de Niterói, Niterói

CONSUMER T YPES

U n d a u n te d Str i ve r P ro f i l e TOP 5 TR AITS Image-conscious Pleasure -seeker Impulsive Ambitious

DEMOGRAPHICS 50% male Most af fluent segment A v e r a g e a g e: 31

17 % o f B r a z i l i a n c o n s u m e r s

SHOPPING Shop unt i l t h e y d ro p

WORK AND SOCIAL LIFE In pursuit of success

Love to shop and experiment with new produc t s and ser vices.

C a r e e r- d r i v e n a n d a m b i t i o u s .

Prefer branded goods and are willing to pay more for them.

Care deeply about how others perceive them.

Frequently make impulse purchases.

Of ten lef t feeling exhausted and over whelmed by the pursuit of success.

CONSUMER BEHAVIOR Sta y a hea d o f t re n d s

PERSONAL FINANCE E n j o y t h e p re se n t m o m e n t

E xercise frequently to maintain d e s i r e d p h y s i q u e.

Prefer to spend rather than save e x t r a m o n e y.

Care about green issues and willing to pay for green goods.

Occasionally rely on credit cards t o f u n d l i f e s t y l e.

Highly ac tive online and always have the latest gadget s.

Consider it impor tant to be well-insured.

SHOPPING Stra tegi c sh o p p e r s

WORK AND SOCIAL LIFE A c t i v e a n d o p t i m i st i c

Enjoy shopping, but stick closely to their shopping list.

Va l u e f a m i l y a n d w o u l d p r e f e r t o spend more time with them.

Always choose qualit y over q u a n t i t y.

Consider ac tive engagement in communit y impor tant.

Also take pride in finding great deals.

Confident in their abilit y to positively impac t surroundings.

CONSUMER BEHAVIOR Thi nk thro u g h t h e i r c h o i c e s

PERSONAL FINANCE Always plan ahead

Highly concerned with health and nutrition.

E x tremely frugal despite relatively high incomes.

Strive to make eco -friendly choices and purchases.

Prefer to save money rather than spend it.

Consider technology impor tant for staying in touch.

Believe their investment s will h a v e l o n g - t e r m v a l u e.

C o n s c i e n ti o u s O p ti m i s t P ro f i l e TOP 5 TR AITS Ec o - c o n s c i o u s Thought ful Frugal Engaged Future-oriented

DEMOGRAPHICS 51% M a l e Te n d t o l i v e w i t h a s p o u s e o r par tner A v e r a g e a g e: 3 5 2 1% o f B r a z i l i a n c o n s u m e r s

Str e s s e d A s p i r a n t P ro f i l e TOP 5 TR AITS Stressed - out Indecisive Conflic ted Longing for more Scat terbrained

DEMOGRAPHICS 5 4% F e m a l e Least af fluent segment A v e r a g e a g e: 3 5

23% of Brazilian consumers

SHOPPING Open- mi n d e d sh o p p e r s

WORK AND SOCIAL LIFE S t r u g g l i n g t o a c h i e v e st a t u s

Brand agnostic.

Feel as though they are under c o n s t a n t p r e s s u r e.

Willing to pay ex tra for m u l t i f u n c t i o n a l i t y. Occ asionally make unplanned purchases.

Wa n t o t h e r s t o p e r c e i v e t h e m a s successful. Low incomes can limit abilit y to l i v e i d e a l l i f e s t y l e.

CONSUMER BEHAVIOR N o need t o e n g a g e

PERSONAL FINANCE Financially conflicted

Concerned with health, diet, and environmental issues, but unwilling or unable to pay more for those benefits.

Struggle to s tay on budget de spite penchant for shopping.

Do not spend a lot of time onl i n e.

A spire to achieve financial securit y without sacrificing enjoyment.

Te n d t o s p e n d m o r e t h a n s a v e.

C a u ti o u s Q u a l i t y - s e e ke r P ro f i l e TOP 5 TR AITS Minimalistic Self-assured Family focused Careful Deliberate spenders

DEMOGRAPHICS 5 6% f e m a l e Oldest segment A v e r a g e a g e: 42

2 1% o f B r a z i l i a n c o n s u m e r s

SHOPPING L es s c a n b e m o re

WORK AND SOCIAL LIFE F a m i l y a l w a y s c o m e s f i r st

Prefer to have fewer but nicer things and willing to pay ex tra f o r h i g h q u a l i t y.

Consider time with family a top p r i o r i t y.

Stick to their lis t and never make unplanned purchases.

Have no interest in standing out or being perceived as successful. E n j o y o p t i m a l w o r k- l i f e b a l a n c e.

CONSUMER BEHAVIOR Stick to their comfort level

PERSONAL FINANCE Financially cautious

Ta k e a b a l a n c e d a p p r o a c h t o health.

P l a n a n d s a v e f o r t h e f u t u r e.

Make eco - friendly choices but unwilling to pay ex tra for eco-friendly produc t s. I n d i f f e r e n t t o n e w t e c h n o l o g y.

Consider financial securit y impor tant for happiness. Avoid credit card debt at all costs.

TA R G E T C U S T O M E R PROFILES

CONSUMER PROFILE | Undaunted Striver

Conscientious Optim i s t

NAME | Sebastian

Gabriel

AGE | 32

OCCUPATION | Investment Banker, Itaú Unibanco

CEO, Grupo Record

CAR | BMW X5

Audi R8

HOBBIES | Golf

Rock climbing

Reading

Sailing

Running

Capoeira

COCKTAIL | Bulleit rye Manhattan

Hendrick’s martini

YEARLY HOUSEHOLD INCOME (USD) | $500,000

$3,000,000

CONSUMER PROFILE | Stressed Aspirant

Cautious Quality Seeker

NAME | Cara

Luisa

AGE | 29

OCCUPATION | Editor, CLAUDIA Magazine

SVP for PR for familyâ&#x20AC;&#x2122;s coffee co.

CAR | Volvo XC-60

Range Rover

HOBBIES | Cooking

Yoga

Event planning

Reading magazines

Romantic comedies

Vacationing at the beach

COCKTAIL | Mimosa

Caipirinha

YEARLY HOUSEHOLD INCOME (USD) | $700,000

$1,500,000

Alexandre Herchcovitch Flagship, SÃ£o Paulo

KEY COMPETITORS

N AT I O N A L B R A N D S

I N T E R N AT I O N A L B R A N D S

Fasano

Louis Vuit ton

Osklen

Calvin Klein

H. Stern

HermÃ¨s

Daslu

Giorgio Armani

Alexandre Herchcovitch

Marc Jacobs

Tu f i D u e k

Chanel

Animale

Gucci

Richards

Dior

Le Lis Blanc

Tif fany & Co.

SĂ&#x192;O PAU LO

Introduction Attractions

INTRODUCTION

São Paulo is the largest city in South

U S D . A 2 0 11 G o l d m a n S a c h s r e p o r t

A m e r i c a , w i t h a p o p u l a t i o n o f 11. 2

forecasts that São Paulo will enjoy the

m i l l i o n , m a k i n g i t t h e 12

third highest rate of economic growth

largest city

in the world by population. Grande

among cities worldwide by 2025, behind

São Paulo, which includes the cit y

o nl y L o n d o n a n d M ex ic o Ci t y.

and the surrounding suburbs, has a population of 32 million, and is the

São Paulo is also the cultural capital

ninth largest metropolitan area in the

of Brazil, and has significant immigrant

world. Residents of the city proper are

populations, including the largest

known as Paulistanos, while those of

population of people of Italian and

the entire state are called Paulistas.

Japanese descent outside of those

T h e c i t y ’ s n i c k n a m e i s Te r r a d a G a r o a

countries, and the largest urban

o r “C i t y o f D r i z z l e,” i n r e f e r e n c e t h e

Jewish population in the world. Its

humid, sub-tropical climate.

Italian heritage has engendered strong espresso-drinking culture, with

São Paulo is the economic and financial

espresso bars a fixture of daily life in

capital of Brazil, and is home to over

São Paulo.

60% of corporations in Brazil, as well as the São Paulo Stock Exchange, the Bolsa de Valores, Mercadorias & Futuros de São Paulo, or the BM&F B O V E S PA . T h e e x c h a n g e i s t h e 13 th largest in the world with a market c a p i t a l i z a t i o n o f $1. 2 t r i l l i o n US D. The city is the eponymous capital of Brazil’s larges t and wealthies t s tate, with a GDP of $2 20 billion USD, a c c o u n t i n g f o r 12 . 6% o f B r a z i l ’s o v e r a l l G D P. T h e c i t y a l s o c o n c e n t r a t e s o v e r 70% of Brazil’s luxur y market, with an annual disposable income of $239 billion

AT TR AC TIONS

Attractions Areas + Neighborhoods Eat + Drink See + Do Shopping Architecture Street Style

PavilhĂŁo Oca, Parque Ibirapuera

AT TR AC TIONS

The city is home to 77 shopping malls,

w h i c h w i l l c e l e b r a t e i t s 4 2 nd s e a s o n i n

410 h o t e l s , 15 2 t h e a t e r s , 5 5 c i n e m a s ,

O c to b e r 2 016 .

9 0 m u s e u m s , 5 4 p a r k s , a n d 12 , 5 0 0 restaurants, including the greatest

São Paulo also has the largest hotel

number of pizzerias in a single urban

offerings in South America, with 42,0 0 0

area in the world.

h o t e l r o o m s i n 410 h o t e l s .

São Paulo’s cultural at trac tions include

S ã o P a u l o h a s o v e r 1,1 0 0 s q u a r e m i l e s

the Museu de Ar te São Paulo, Museu

of parks and green space. One of

I p i r a n g u a , Te a t r o M u n i c i p a l d e S ã o

t h e m o s t p o p u l a r, P a r q u e I b i r a p u e r a ,

Paulo, Museu do Futebol, Catedral Metropolitana de São Paulo, Pinacoteca do Estado de São Paulo, Museu Afro Brasil, Audítorio Ibirapuera, Museu Arte Moderna, and Centro Cultural Banco de Brasil. São Paulo also hosts major events like the São Paulo Gay Pride Parade, which is the world ’s larges t and at trac ted ove r 3 . 5 milli o n a t te n d e e s i n 2 015, a n d São Paulo Fashion Week, a biannual ten-day celebration of Brazilian fashion

welcomes more than 900,000 visitors m o nt hl y.

Parque Ibirapuera

AREAS + NEIGHBORHOODS

To p | C a t e d r a l M e t r o p o l i t a n a d e S Ã£ o Paulo in the Centro district Bottom | Street art in Vila Madalena

P a r q u e Te n e n t e S i q u e i r a C a m p o s i n the Jardins district

PINHEIROS

BOM RETIRO

Cozy restaurants and cafes with a

Offers world-class Sala SĂŁo Paulo

yo u t hf ul e n e rg y. Re sid e nt s g a t h e r a t

concer t hall, Jardim da Luz historical

Benedito Calixto Square, a loud and

P a r k . H o w e v e r, t h e r e i s a h i g h c r i m e

crowded area where people enjoy

rate, so best to go during the day; full

live music and drinks alongside the

of cheap fashion from Korean owned

a n t i q u i t i e s f a i r.

shops

B E L A V I S TA

I TA I M B I B I / V I L A O L I M P I A

Known for Italian cantinas and great

Upscale residential area with fine

pasta. Experience the liveliness of the

dining, nightclubs and art galleries,

neighborhood by walking through the

swanky shopping centers such as

antiquities fair at Dom Orione Square

Cidade Jardim and JK Iguatemi.

or visiting the Brazilian Caminito. VIL A MADALENA JARDINS

Bohemian, eclectic art hub with

Jardins is the junction of four

galleries and independent boutiques,

smaller neighborhoods, Paulista,

hip eateries and vibrant nightlife.

AmĂŠrica, Europa, and Paulistano. An es tablished, upper- clas s area, of fering

CENTRO

a variet y of things to do, including

Breathtaking architec ture, traditional

shopping, museums and parks.

shops, contemporary art galleries and cutting-edge dining. A study in contrasts at the intersection of old and new Brazilian culture. In recent years, young Brazilian creatives have begun adopting this neighbourhood and its hi s to r y.

E AT + D R I N K

Mango and langoustine salad at D.O.M.

To p | A n a m u s e - b o u c h e a t D . O . M . Bottom | Kaรก Restaurante

São Paulo prides itself on its

R E S TAU R A N T S

gastronomic excellence, and its offerings of not only the best of Brazilian cuisine, especially barbecue, but also a truly eclectic mix of restaurants serving dishes from around

D.O.M Mani Fasano

the globe. For many food critics, São

Mocoto

Paulo now boasts one of the best

A Figueria Rubaiyat

selections of top restaurants in the

Bagatelle

world.

Paris 6

São Paulo’s polyglot culture makes it the most ethnically diverse and c ulina r il y a d v a n c e d in t h e c o u nt r y. T h e cit y is home to one of the world ’s top rated restaurants, as elected by the coveted World ’s 5 0 Bes t Res taurant s Award, the Michelin-s tarred D.O.M.

SEE + DO

To p | P a r q u e I b i r a p u e r a Bottom | Theatro Municipal

Museu de Arte SÃ£o Paulo

PA R K S + M E M O R I A L S

C U LT U R A L S I T E S

Parque E s tadial Cândida Por tinari

Beco de Batman

Parque Villa Lobos

Edifício Copan

Memorial da América Latina

Bolsa de Valores, Mercadorias +

Parque da Alimação Parque do Ibirapuera

Futuros Te a t r o M u n i c i p a l d e S ã o P a u l o Catedral Metropolitana de São Paulo

MUSEUMS

Auditório Ibirapuera Pavilhão Oca

Pinacoteca do Estado de São Paulo Centro Cultural Banco do Brasil Museo do Futebal Museu de Ipirangua Fundação Biennal de São Paulo Museu de Arte Moderna Museu Afro Brasil

SHOPPING

JK Iguatemi Mall

To p | W i n d o w s o n R u a O s c a r F r e i r e Bottom | Pรกtio Higienรณpolis Mall

SĂŁo Paulo is a major retail center and shopping destination for visitors from all acros s Brazil. The cit yâ&#x20AC;&#x2122;s shopping centers and malls attract about 90 million shoppers every month.

ARCHITECTURE

Auditório Ibirapuera

To p | I n t e r i o r , P a v i l h ã o O c a Bottom | SESC Pompéia

São Paulo owes much of its distinctive architectural style to Oscar N i e y e m e y e r, w h o n o t o n l y d e s i g n e d many of the cit y’s building s, but also engendered the “Brazilian Moder n” movement, inspiring a generation of architects The famed Brazilian architect, Oscar N i e m e y e r, d e s i g n e d m a n y o f S a o Paulo’s museums, monument s, and buildings, such as the Edifício Copan, the Memorial da América Latina, and Parque Ibirapuera, as well as many other cultural and government buildings across Brazil, most s ig n i f i c a n t l y, H i s d i s t i n c t i ve s t y l e i s a prominent cultural feature of the city a n d of t h e c o u nt r y.

STREET STYLE

100

101

102

VI.

P O P- U P S T R AT EGY

Store Location Company Formation Construction + Legal Compliance Hiring, Salaries, + Benefits Importing + Logistics Promotional Plan

103

S TORE LOC ATION

Location Strategy Map Timing

104

L O C AT I O N S T R AT E G Y

To m a x i m i z e t h e i m p a c t o f t h e V i n c e

eas t, where architec t Lina Bo Bardi’s

pop-up store, our location must be

196 8 c la s s ic , t h e M u s e u d e A r te d e

in an area with plenty of foot traffic

São Paulo, is located. The MASP is

driven by cultural attractions and

widely regarded as having the most

other desirable shopping destinations.

prominent collection of European art

Because São Paulo has such bad

in the Southern Hemisphere, as well as

vehicular traffic, (traffic snarls on

a veritable timeline of indigenous to

F r i d a y e v e n i n g s a v e r a g e 112 m i l e s ) i t

modern Brazilian art. A weekend bazaar

is important that the pop-up be within

is hosted on the terrace below the

walking distance of major residential

museum, which serves as a gathering

and tourist areas.

place for Paulistas.

The Jardim area fits that description,

Jardim is also home to Rua Oscar

situated in the relatively well-to-

Freire, a world-renowned shopping

do western sec tion of São Paulo,

street known as the “Rodeo Drive of

sandwiched bet ween the hips ter- and

L a t i n A m e r i c a .” F r e i r e a n d t h e s t r e e t s

student-filled Pinheiros distric t to

surrounding it house flagship stores

t h e n o r t h, a n d t h e s w a n k y, u p s c a l e

for some of Brazil’s major fashion

Itaim Bibi and Vila Olímpia, as well as

brands, like Havianas and Alexandre

the cultural hub of Parque Ibirapuera

Herchcovitch, as well as international

to the south. The Centro area to the

imports like Calvin Klein. Jardim has

wes t is São Paulo’s financial hub,

plenty of stylish hotels and bars, as

home of the stock exchange and the

well as sidewalk cafes and people

headquar ter s for mos t of Brazil’s major

watching.

corporations, as well as architectural landmark s like Osc ar Niemeyer ’s C o p a n B u i l d i n g a n d t h e b a r o q u e Te a t r o Municipal de São Paulo. Avenue Paulista, a major São Paulo thoroughfare, borders Jardim to the

105

L O C AT I O N S T R AT E G Y

Across Paulista Avenue from the

Gestão Urbana (Urban Planning) São

M A S P i s t h e P a r q u e Te n e n t e S i q u e r i a

Paulo master plan, enac ted July 31

Campos, a two block square park that

by Mayor Fernando Haddad, was

serves as the entrance to the Jardim

designed to tackle growing income

neighborhood. The western side of the park is densely planted with native tropical plants, but the eastern side is more open, with room for street vendors. This would be the ideal location for the pop-up, as it would be directly across from the MASP and in view of Avenue Paulista, allowing for maximum exposure, while still drawing shopping foot traffic from the MASP weekend markets and the Oscar Freire area. P a r q u e Te n e n t e S i q u e r i a C a m p o s i s zoned as Zona Especial de Preservação Ambientae, or special environmental preser vation zone, which according to São Paulo’s recently re - evaluated zoning codes, forbids permanent structures, but does allow for temporary construction. The new

106

inequality and urban congestion, and new construction projects devised to f a c i l i t a te w a l k i n g a n d /o r c o m m e rc e a re encouraged.

EdifĂcio Copan

107

MAP

PA R K S + M E M O R I A L S

SHOPPING

01 Parque E s tadial Cândida Por tinari

21 JK Iguatemi

02 Parque Villa Lobos

22 Daslu

03 Memorial da América Latina

23 Cidade Jardim

04 Parque da Alimação

24 Alexandre Herchcovitch

05 Parque do Ibirapuera

25 Calvin Klein 26 Havaianas

MUSEUMS

27 Rua Oscar Freire

06 Pinacoteca do Estado de São Paulo

FA SHION + DE SIGN SCHOOL S

07 Centro Cultural Banco do Brasil 08 Museo do Futebal 09 Museu de Ipirangua 10 Fundação Biennal de São Paulo 11 M u s e u d e A r t e M o d e r n a 12 M u s e u A f r o B r a s i l

28 Faculdade de Arquitetura e Urbanismo, Universidade de São Paulo 29 Fundação Armando Alvares Penteado

13 M u s e u d e A r t e d e S ã o P a u l o

30 Instituto Europeo di Design,

C U LT U R A L S I T E S

31 Escola Panamericana

São Paulo 32 Centro Universitário Belas Artes 14 B e c o d e Ba t m a n 15 Ed i f íc io C o p a n 16 B o l s a d e Val o re s, M e rc a d o r ia s + Futuros (Stock Exchange) 17 Te a t r o M u n i c i p a l d e S ã o P a u l o 18 C atedral Metropolitana de São Paulo 19 A u d i tó r io I bi r a p u e r a 20 Pavilhão Oca

108

de São Paulo

BOM RETIRO

CENTRO

30 29

17 15

7 16 18

VILA MADALENA 14

POP-UP SHOP 26

PINHEIROS

13 27

JARDIM

4 31 12 19 20

11 21

ITAIM BIBI/ VILA OLÍMPIA

109

Memorial AmĂŠrica Latina

110

TIMING

To r a i s e a w a r e n e s s o f t h e V i n c e b r a n d ,

October falls in the spring in the

the São Paulo pop-up location will

Southern Hemisphere, which is

be open for four weeks in October

t ypically warm and sunny in São Paulo,

of 2 016 . S ã o Pa ul o Fa s hio n We e k i s

with frequent showers befitting the

a major event that brings several

“ C i t y o f D r i z z l e .” S ã o P a u l o s e e s a n

h u n d re d t h o u s a n d v i s i to r s to t h e c i t y,

ave r ag e of 15 d ay s of r a i n i n t h e m o n t h

including fashion industry insiders

o f O c t o b e r. Te m p e r a t u r e s r a n g e f r o m

from all over the continent. SPFW will

daytime highs of 77º F to evening lows

held at Parque Cândida Por tinari, from

o f 5 4 º F.

O c to b e r 18 t h to O c to b e r 26 t h, 2 016 . Our pop-up shop will be open Monday While this is fairly far from our chosen

t h ro u g h S a t u rd ay, f ro m te n o’c l o c k a m

location, this area of the city does

to s i x o’c l o c k p m. We w i ll b e c l o s e d o n

not get nearly as much foot traffic

Sundays, as is common in Brazil. For

as Jardim, and is not a well-known

our in-store events, store hours will

shopping area. We anticipate that

b e e x te n d e d u n t i l te n o’c l o c k p m, to

attendees of SPFW will come to the

coincide with the typically later dinner

Jardim area, as it is an established

hour customary in Brazil.

tourist area known for shopping and culture. The Vince pop-up shop will

We w i l l a l s o b e c l o s e d We d n e s d ay,

o p e n S a t u rd ay, O c to b e r 1s t , a n d l a s t

O c t o b e r 12 t h , f o r t h e n a t i o n a l r e l i g i o u s

t h ro u g h f a s h i o n w e e k to c l o s e Fr i d ay,

holiday of the Feast Day of Our Lady

October 28th.

Aparecida, the Patroness of Brazil.

111

CO M PA N Y FO R M AT IO N

112

C O M PA N Y F O R M AT I O N

Bec ause of Brazil’s complex

Junta Commercial do Estado, or

b u re a u c r a c y, V i n c e’s b e s t m o d e o f

D e p a r t m e n t o f Tr a d e . T h e L t d a . c a n b e

entry into the Brazilian market would

easily converted to a corporation, or

be through the formation of a limited

Sociedade Anônima, abbreviated S. A .,

liability company for the Brazilian

in the future.

branch, and then an entrance into a joint venture with a local retail

Before operating, the Ltda. must

c o m pa ny. T hi s m e t h o d i s c o m m o n

apply for an alvará de funcionamento,

among foreign retailers expanding to

or business license through the

Brazil.

Secretaria Municipal da Receita e do Patrimônio Público Imobiliário, or

The Brazilian version of an LLC

National Registry of Legal Entities,

is called a Sociedade Limitada,

in order to pay federal taxes. This

abbreviated Ltda. It is relatively simple

requires a real estate cer tificate;

to form and operate, and does not

statement of responsibility; the

involve a minimum capital requirement

Ar ticles of Association; confirmation

or capital reserves. Ltda. structure is

of Junta Commercial registration;

conducive to joint ventures between

an identification document for the

foreign-based and Brazilian companies.

c o m p a ny a d m i n i s t r a to r ; a n d f i n a l l y,

It requires the involvement of at least

a receipt for the payment of the

two parties, whether an individual or

registration fee, called a Documento

a l e g a l e n t i t y, n e i t h e r o f w h o m n e e d

de Arrecadação Avulso.

t o b e B r a z i l i a n c i t i z e n s . H o w e v e r, t h e Ltda. must be managed by a Brazilian resident; either a Brazilian citizen or a foreigner with a Brazilian work permit, obtained through the Ministry o f F o r e i g n L a b o r. T h e L t d a . m u s t b e formed with Articles of Association, and registered through the local

113

C O M PA N Y F O R M AT I O N

The next step is to register with

The final step in business formation

the Inscrição Estadual, the state

is regis tration with Brazil’s Social

regulatory body that collects state-

Security Institution, or Instituto

level taxes. The process is similar

Nacional do Seguro Social within

to the application for a business

30 days of commencing operations.

license, and requires two registration

Registration is obtained through the

applications, the Documento Único

Social Security Agency and requires

de Cadastro and the Documento

certificates of the registrations listed

Complementar de Cadastro;

above.

confirmation of Junta Commercial registration; the business license

All of these processes typically

attained through the National Registry

take between three to six weeks to

of Legal Entities; and identification

complete, and usually require legal

documents for all of the partners.

assistance from a Brazilian firm familiar with the necessary actions

In order to begin business operations

and able to translate the relevant

and issuing any fiscal invoices,

documents. This can cost $5,000 to

the company must receive the

$ 6,0 0 0 USD, depending on the area.

authorization to issue Notas Fiscais, called Autorização de Impressão de Documentos Fiscais. The AIDF system controls the authorization for printing and sealing tax and fiscal documents. Authorization can be obtained online through the Secretaria da Fazenda, and requires certificates of the registrations listed above.

114

Fundação Biennal de São Paulo

115

CONSTRUCTION + LEGAL COMPLIANCE

116

CONSTRUCTION

LEGAL COMPLIANCE

Construction compliance in Saõ Paulo

Because it is a temporary structure

t ypically takes about 75 days, and

in a public space, elec tricity will

requires the filing of at least seven

be provided through a portable

separate documents with various

g e n e r a t o r, t o b e i n s t a l l e d b y

agencies. The process costs an average

a professional electrician. A

of $70 0 USD.

12- k i l o w a t t p o r t a b l e g e n e r a t o r capable of powering 540 square

The first step is to apply for an alvará

feet and necessary appliances will

de construção, or construc tion permit

cos t $3,059 USD. Free wireles s

through the Secretaria Municipal

Internet service is provided by the

da Receita e do Patrimônio Público

city in downtown areas through a

Imobiliário, the local depar tment

government program called Acessa

that regulates public real estate.

São Paulo.

The required documents are a cer tification of usage, a real estate clearance cer tificate, a summar y of the architectural project, a note of te c h n i c a l re s p o n s i b i l i t y, a n d b u s i n e s s license certification. Once the alvará de construção is received, it must be submitted back to the Secretaria Municipal da Receita e do Patrimônio Público Imobiliário along with a detailed floor plan and the summary of the architectural project with any revisions made during the permit-issuance process.

117

HIRING, SALARIES, + BENEFITS

Hiring Salaries + Benefits Hiring Period Employee Cost Breakdowns

118

HIRING

We will hire six retail associates, four

will best work with the Vince brand

managers, and one Brazil director to

and company struc ture. The direc tor

run our S達o Paulo pop-up. The direc tor

must speak fluent English, have retail

will serve as the local partner for

management and business experience,

Vince as the company expands into

and mesh well with the corporate

Brazil. The director will work closely

representatives.

with two Vince employees from the N e w Yo r k c o r p o r a t e o f f i c e , w h o w i l l b e

To h i r e o u r s a l e s a s s o c i a t e s , w e

dispatched to S達o Paulo for ten weeks

will post advertisements at some of

to manage the expansion and set store

the many local colleges that offer

goals and policies. Janitorial, legal,

fashion and design programs. This

marketing and PR, and logistics and

will ensure that our associates will be

warehousing will be outsourced to

well educated and have a sense of the

local Brazilian firms.

aesthetics that are integral to our popup.

The four retail managers will include two keyholders, one human resources

Because S達o Paulo is a cosmopolitan

m a n a g e r, a n d o n e o p e r a t i o n s m a n a g e r.

city with a rich design history and

The managers will be responsible

a large and diverse population of

for day-to-day operations, register

students and executives, the city

oversight, coordinating orders and

provides an ideal hiring pool.

receiving shipment, hiring associates, and tracking key performance indicators. To f i n d q u a l i f i e d e m p l o y e e s , w e w i l l start with hiring our country director through a S達o Paulo headhunting firm, and then using him or her to find managers and outside companies that

119

SALARIES + BENEFITS

Tr a i n i n g w i l l b e c o n d u c t e d b y t h e

Employee salaries will be determined

director and corporate representatives

by Brazilian standards, with sales

to ensure that employees are well-

associates receiving a salary of BRL

versed in sales, register procedures,

7, 0 0 0 o r U S D 1 , 9 3 6 . 9 9 p e r m o n t h ,

te c h n o l o g y, a n d f l u e n t i n t h e

managers receiving a salary of BRL

a e s t h e t i c s , h i s to r y, a n d d i f f e re n t ia l

12 , 0 0 0 o r U S D 3 , 3 2 0 . 5 6 p e r m o n t h , a n d

advantages of the Vince brand.

our director receiving a salary of BRL 20,000 or USD 5, 534.27 per month.

Employees will be expected to follow

These figures do not include benefits

a code of conduc t in line with Vinceâ&#x20AC;&#x2122;s

mandated by Brazilian labor laws,

values and beliefs, as well as local

including transportation and meal

labor laws, and dress in accordance

vouchers, and paid parental leave,

with Vinceâ&#x20AC;&#x2122;s aes thetic. This includes

or customary benefits such as health

neutral colors; simple, modern

insurance, which we will provide in

s h a p e s ; a n d c l e a n m a k e u p a n d h a i r.

a d d i t io n to s ala r y.

Employees may mix items from their personal wardrobes in with Vince pieces. Store employees will receive a discount of 20% on merchandise, with graded allotment of free items. Sales associates will receive two pieces and managers will receive three pieces for their period of employment in the pop-up shop.

120

HIRING PERIOD

To f i t t h e d u r a t i o n o f o u r p o p -

We will contrac t legal ser vices through

up shop opening, we will hire our

a SĂŁo Paulo-based firm to assist

sales associates and managers for

with the Ltda. formation process

a period of five weeks, to cover the

and navigate the filing of relevant

opening period and extensive training

documents. A marketing specialist will

beforehand. Should the pop-up be

be contracted for the same period,

successful and the decision made to

to help establish the Vince brand and

continue and expand operations in

drive traffic in anticipation of the

South America, these employees may

store opening by performing the tasks

be offered permanent positions at the

listed in our promotional plan. We will

d i s c r e t i o n o f t h e d i r e c t o r.

also contract janitorial services for the duration of the store opening for one

To c o v e r t h e f o r m a t i o n o f t h e V i n c e

h o u r b e f o re o p e n i n g e ve r y d ay, M o n d ay

business in Brazil and supervise the

t h ro ug h Fr id ay.

legal, bureaucratic, and construc tion progress, our director will be hired f o r a p e r i o d o f 12 w e e k s , w i t h t h e opportunity for extended employment. The two corporate representatives w i l l r e l o c a t e t o B r a z i l f o r t h e s a m e 12 week period to facilitate the setup and familiarize themselves with the retail landscape and culture.

121

EMPLOY EE COS T BREAKDOWN R E TA I L S A L E S A S S O C I AT E S

COST ITEM IN PORTUGUESE

E X P L A N AT I O N IN ENGLISH

AMOUNT IN USD

SALÁRIO

N O M I N A L M O N T H LY S A L A R Y

$1,960.00

VA L E T R A N S P O R T E

TRANSPORT VOUCHER

$50.40

VA L E R E F E I Ç Ã O

MEAL VOUCHER

$168.00

PLANO DE SAÚDE

H E A LT H I N S U R A N C E

$56.00

OUTROS BENEFÍCIOS

OTHER BENEFITS

$0.00

PROVISÃO 13˚ SALÁRIO

“ 1 3 TH” S A L A R Y ( B O N U S , 3 0 % )

$163.33

PROVISÃO FÉRIAS

PA I D VA C AT I O N ( 3 0 % )

$163.33

PROVISÃO 1/3 FÉRIAS

PA I D VA C AT I O N F O R 1 3 T H S A L A R Y ( 3 0 % )

$54.44

FGTS

S E V E R A N C E PAY ( 8 % )

$156.80

PROVISÃO FGTS (13˚ E FÉRIAS)

S E V E R A N C E F O R 1 3 T H + VA C T I O N ( 8 % )

$30.49

INSS

SOCIAL SECURITY (20%)

$392.00

PROVISÃO INSS (13˚ E FÉRIAS)

S O C I A L S E C U R I T Y F O R 1 3 T H + VA C AT I O N ( 2 0 % )

$76.22

T O TA L C O S T P E R M O N T H

$3,271.01

COST PER WEEK

$817.75

X5 WEEKS T O TA L C O S T F O R D U R AT I O N

122

$4,088.76

EMPLOY EE COS T BREAKDOWN R E TA I L MANAGERS

COST ITEM IN PORTUGUESE

E X P L A N AT I O N IN ENGLISH

AMOUNT IN USD

SALÁRIO

N O M I N A L M O N T H LY S A L A R Y

$3,360.00

VA L E T R A N S P O R T E

TRANSPORT VOUCHER

$50.40

VA L E R E F E I Ç Ã O

MEAL VOUCHER

$168.00

PLANO DE SAÚDE

H E A LT H I N S U R A N C E

$84.00

OUTROS BENEFÍCIOS

OTHER BENEFITS

$0.00

PROVISÃO 13˚ SALÁRIO

“ 1 3 TH” S A L A R Y ( B O N U S , 3 0 % )

$233.33

PROVISÃO FÉRIAS

PA I D VA C AT I O N ( 3 0 % )

$233.33

PROVISÃO 1/3 FÉRIAS

PA I D VA C AT I O N F O R 1 3 T H S A L A R Y ( 3 0 % )

$77.78

FGTS

S E V E R A N C E PAY ( 8 % )

$224.00

PROVISÃO FGTS (13˚ E FÉRIAS)

S E V E R A N C E F O R 1 3 T H + VA C T I O N ( 8 % )

$43.56

INSS

SOCIAL SECURITY (20%)

$560.00

PROVISÃO INSS (13˚ E FÉRIAS)

S O C I A L S E C U R I T Y F O R 1 3 T H + VA C AT I O N ( 2 0 % )

$108.89

T O TA L C O S T P E R M O N T H

$5,143.30

COST PER WEEK

$1,285.83

X5 WEEKS T O TA L C O S T F O R D U R AT I O N

$6,249.13

123

EMPLOY EE COS T BREAKDOWN BRAZIL DIREC TOR

COST ITEM IN PORTUGUESE

E X P L A N AT I O N IN ENGLISH

AMOUNT IN USD

SALÁRIO

N O M I N A L M O N T H LY S A L A R Y

$5,600.00

VA L E T R A N S P O R T E

TRANSPORT VOUCHER

$50.40

VA L E R E F E I Ç Ã O

MEAL VOUCHER

$168.00

PLANO DE SAÚDE

H E A LT H I N S U R A N C E

$112.00

OUTROS BENEFÍCIOS

OTHER BENEFITS

$0.00

PROVISÃO 13˚ SALÁRIO

“ 1 3 TH” S A L A R Y ( B O N U S , 3 0 % )

$466.67

PROVISÃO FÉRIAS

PA I D VA C AT I O N ( 3 0 % )

$466.67

PROVISÃO 1/3 FÉRIAS

PA I D VA C AT I O N F O R 1 3 T H S A L A R Y ( 3 0 % )

$155.56

FGTS

S E V E R A N C E PAY ( 8 % )

$448.00

PROVISÃO FGTS (13˚ E FÉRIAS)

S E V E R A N C E F O R 1 3 T H + VA C T I O N ( 8 % )

$87.11

INSS

SOCIAL SECURITY (20%)

$1,120.00

PROVISÃO INSS (13˚ E FÉRIAS)

S O C I A L S E C U R I T Y F O R 1 3 T H + VA C AT I O N ( 2 0 % )

$217.78

T O TA L C O S T P E R M O N T H

$8,892.19

COST PER WEEK

$2,223.05

X12 WEEKS T O TA L C O S T F O R D U R AT I O N

124

$26,676.60

Museu de Arte de SÃ£o Paulo

125

IMPORT COSTS + TA XE S

Importing + Logistics Import Costs

126

IMPORTING + LOGISTICS

To i m p o r t p r o d u c t s i n t o B r a z i l , o u r

Angeles. It takes 28 days and costs

Ltda must be registered as a first-

$3,487 USD to transport a 20 foot

t i m e i m p o r t e r w i t h t h e F o r e i g n Tr a d e

shipping container from the Por t of

Secretariat, or SECEX, through the

Long Beach to Por to de Santos.

Sistema Integrado de Comércio E x t e r i o r, o r S I S C O M E X . T h e s e s y s t e m s

Because ocean shipping is so time-

r e g i s t e r, m o n i t o r a n d c o n t r o l a l l

sensitive, when planning our stock

international trade to and from

for shipment in relation to our sales

Brazil. Then, the Ltda. must obtain an

projections, we should include plenty

import license from the Registro de

of backstock for warehousing in our

Exportadores e Importadores.

initial shipment. This will insure that our sales are not hindered

Import shipments must include a bank

by i n s u f f i c i e n t i nve n to r y, a n d w i l l

document, bill of lading, cargo release

maximize the the cost efficiency of

o r d e r, c o m m e r c i a l i n v o i c e , c e r t i f i c a t e

ocean shipping by only sending one

of origin, import declaration, import

load of stock.

invoice, detailed packing list, and technical standard cer tificate. Upon

We will outsource our logistic s and

arrival in Brazil, we must provide a

warehousing to DHL, which offers

customs import declaration and pay

bonded warehouses and trucks for

the required import duties to the

ground transportation in Brazil.

Secretariat of Federal Revenue.

DHL has been conducting business in Brazil for over 20 years, so they

The closes t por t to São Paulo is Por to

h a v e e x p e r i e n c e i n t h i s a r e a . D H L’ s

de Santos, 49 miles from downtown.

bonded warehouse service will allow

The most expedient mode of transport

us to securely store the backstock we

from Santos to São Paulo is by truck,

need of f-site, without crowding the

which can take up to four hours with

a e s t h e t i c s o f o u r s t o r e i n t e r i o r.

traffic. Our merchandise will be sent from the Vince distribution center located on Wilshire Boulevard in Los

127

IMPORT COSTS

The taxes on imports to Brazil are

specific to MERCOSUL trade.

actually made up of two parts: the

Our merchandise falls under three

Imposto sobre a Impor taĂ§ĂŁo, or

different basic duty classifications,

i m p o r t d u t y, a n d t h e I m p o s to s o b re

and 31 sub-classes. The rates var y by

Produtos Industrializados, or the

p ro d u c t c a te g o r y, b u t t h e ave r a g e r a te

customs clearance tax on imported

on our product assortment is about

industrialized products for retail

33.3% of the total produc t value. The

sale in Brazil. These two duties are

specific HTS-NCM codes for each

commonly abbreviated as II and IPI,

product in our assortment can be

re s p e c t i ve l y, a n d t h e i r re s p e c t i ve

found in the information accompanying

rates are determined according to the

each item in our detailed assortment

classifications of the common tariff

pla n o n pag e 16 2.

s y s t e m , k n o w n a s t h e Ta r i f a E x t e r n a Comum, of the MERCOSUL trade bloc,

In Brazil, these impor t costs are

o f w h i c h B r a z i l i s a m e m b e r.

commonly included as part of the retail markup, passing on the cost

The MERCOSUL Common Nomenclature,

of importing, at least in part, to

o r N CM, w a s c rea te d i n 19 95 a n d

consumers. The rates are required

a d o p t e d b y B r a z i l i n 1 9 9 7, r e p l a c i n g

by Brazilian law to be printed on

the Brazil-centric Brazilian

retail receipts, along with the

Nomenclature of Goods, as a step

other applicable taxes. A detailed

forward in the process of opening

breakdown of these taxes and rates

the countr y up to international trade.

c a n b e fo u n d o n pag e 16 0.

The NCM is based on the standard H a r m o n i z e d Ta r i f f S y s t e m , b u t i n c l u d e s an extra two digits to classify goods

128

Faculdade de Arquitetura + Urbanismo da Universidade de SĂŁo Paulo

129

PROMOTIONAL PLAN

Promotion Strategy GANNT Chart Promotional Video

130

PROMOTION S T R AT E G Y

In order to maximize the impact of our

This will be followed by in-store

pop-up venture, we will work in tandem

events, attended by our social media

with an outside marketing consultant

promoters and fans, to mark the

based in São Paulo to establish the

grand opening of the pop-up shop on

Vince brand in advance of the store

S a t u r d a y, O c t o b e r 1, a s w e l l a s a n o t h e r

o p e n i n g . To b e g i n , w e w i l l p l a c e

event to mark the start of São Paulo

Por tuguese adver tisement s in the July

F a s h i o n W e e k o n Tu e s d a y, O c t o b e r 18 .

and Aug us t is sues of Vog ue Brazil, a s w e l l o n l i n e a d s o n v o g u e . c o m . b r,

We also plan to integrate media into

to pique the interest of the Brazilian

our store with a video campaign to

f a s h i o n c o n s u m e r. We w i l l a l s o a r r a n g e

show on our social media platforms

for a profile and event announcement

as well as playing in the store during

in the Se ptember is sue of Vog ue Brazil.

events.

To r a i s e t h e V i n c e p r o f i l e o n s o c i a l media, we will set up a Facebook page for Vince Brazil, as well as a profile on Orkut, a Brazilian social media site similar to Facebook with a higher penetration in Brazil. We will also reach out to influential Brazilian fashion bloggers, such as Thássia Naves, Lalá Noleto, Camila Coelho, Helena Bordon, and Lala Rudge to gain traction with a wider audience and secure strategic product placement on social media.

131

GANNT CHART

132

PROMOTIONAL VIDEO

133

134

VII.

STORE DESIGN

Design Concept Floor Plan Exterior Design Interior Design Cost

135

136

DESIGN CONCEPT

The purpose of our Vince pop-up is

Our store was designed in

to increase the visibility of the brand

collaboration with SCAD Interior

in Brazil and South America in order

Desig n s tud ent Veronic a Lloveras, and

to ex pa n d o u r ma r ke t inte r na t io nall y.

seeks to combine the curvature of

Therefore, the store design must ser ve

Niemeyer ’s forms with Vince’s linear

as a showc ase for the brand ’s unique

si m plic i t y. T h e ex te r io r i s a c lea n -

aesthetic; an instantly recognizable

edged rec tangle in glass and concrete,

symbol of the laid-back luxury Vince

with stairs leading to a rooftop deck,

embodies.

the space to be used for our planned in-store events. The interior is defined

In order to stand out in a city as

by sinuous ceiling hangings in natural-

architecturally distinctive as São

colored cashmere, which incorporate

Paulo, our store design must be

the more natural feel of Niemeyer ’s

innovative and eye-catching, while

work. The interior fixtures are also

also communicating the Vince

uphols tered in c ashmere, Vince’s

aesthetic. Our location in an open

signature fabric, to create a thoroughly

green space in a high-traffic area

tac tile cus tomer ex perience. The f loor-

is the ideal place for making such a

to-ceiling glass provides passers-by a

statement. The inspiration for the

f u l l v i e w o f t h e i n t e r i o r, s e r v i n g a s a

design initiated with the architecture

jewel box-like advertisement for the

o f O s c a r N i e m e y e r, w h o s e i n n o v a t i v e ,

Vince brand.

monochromatic, curvilinear designs ser ve as a template for Brazil’s national style. Because Vince is also very architectural in its design, a l t h o u g h i n a d i f f e re n t w ay, w e f o u n d this to be a perfect segue into a localized design.

137

FLOOR PL AN

ROOF TOP BIRDâ&#x20AC;&#x2122;S EYE VIEW

138

INTERIOR BIRDâ&#x20AC;&#x2122;S EYE VIEW

139

EXTERIOR DESIGN 140

141

INTERIOR DESIGN

142

143

COST

ITEM

UNIT COST

NUMBER OF UNITS

T O TA L COST

CLOTHING RACK

$98

$784

TRASH CAN

$40

$120

POS SYSTEM

$1,799

$3,598

FLAT HANGER

$0.75

400

$300

PA N T H A N G E R

$0.99

400

$396

FLOOR MIRROR

$250

$500

COUNTER MIRROR

$30

$120

C A S H M E R E YA R D A G E

$7.32

5 4 6 YA R D S

$4,000

PROJECTOR

$500

I PA D

$298

$596

F L O AT I N G S H E LV E S

$13

$260

B U I LT- I N S H E LV E S

$300

$600

D I S P L AY TA B L E

$250

$500

5” RECESSED LIGHTING

$20

$300

144

ITEM

UNIT COST

NUMBER OF UNITS

T O TA L COST

D I S P L AY C A S E L I G H T I N G

$28

$280

$600

STOOL

$100

$400

FEMALE MANNEQUIN

$139

$695

MALE MANNEQUIN

$149

$745

ACCENT CHAIR

$234

$468

SHOE STAND

$13

$78

WA L L D I S P L AY B A R

$20

$160

B U I LT- I N D I S P L A Y

$1,000

$2,000

TRACK LIGHTING

$38

$152

BUILDING CONSTRUCTION

$67,500

T O TA L

$85,652

145

146

VIII.

ASSORTMENT PLANS

Sales Forecast Women Men Color Assortment Size Charts

147

148

SALES FORECAST

Sales Forecast Number of Units Assortment Planning Strategy Sizes + Hangtags Pricing Strategy S a l e s Ta x B r e a k d o w n

149

SALES FORECAST

LOCATION FOOT TRAFFIC / WEEK % OF CONVERSION TRAFFIC / FALL FOOTFALL C O N V. % AVG. BASKET T O T A L R E V.

(MKUP 60%)

PRODUCT

DRESSES

TOPS

BOTTOMS

OUTERWEAR

BAGS

SHOES

TOTAL

150

COGS

WEEK ONE

WEEK TWO

WEEK THREE

WEEK FOUR

300,000

395,132

0.005

0.007

1,500

2,766

0.05

0.07

$517.00

$38,775.00

$100,098.79

$100.098.79

$15,510.00

$40,039.52

WEEK ONE

WEEK TWO

WEEK THREE

WEEK FOUR

$7,755.00

$20,019.76

$11,632.50

$30,029.64

$7,755.00

$20,019.76

$3,877.50

$10,009.88

$3,877.50

$10,009.88

$3,877.50

$10,009.88

$38,775.00

$100,098.79

$100.098.79

151

NUMBER OF UNITS

WEEK ONE

ITEM

AVG, PRICE

AVG. UNITS

DRESSES

$362.00

TOPS

$203.00

BOTTOMS

$288.00

BAGS

$295.00

SHOES

$292.00

OUTERWEAR

$695.00

T O TA L

152

124

WEEK TWO

WEEK THREE

WEEK FOUR

T O TA L

AVG. UNITS

153

148

410

193

124

355

321

985

153

ASSORTMENT P L A N N I N G S T R AT E G Y

As we described in our Goals +

and trendier silhouet tes (e.g., an of f-

Objectives and our Implementation

the-shoulder blouse and high-heeles

Strategies, an integral part of our

sandals for women and several styles of

pop-up store plan is to strengthen and

jogger-silhouet te pant s for men) into

refine our product assortment so that

our line up of more traditionally Vince

it reflects the original Vince aesthetic.

shapes.

To a c h i e v e t h a t , w e s e l e c t e d p i e c e s from the current Vince collection that

As we stated in our store design

we thought best embodied the casual,

s t r a te g y, i n l i e u o f a ny ove r p o w e r i n g

yet sophisticated, luxury synonymous

logos or ostentatious shapes, we

with Vince, and that would also be

will focus on the Vince brand â&#x20AC;&#x2122;s

most likely to appeal to the Brazilian

unique materials and fabrics as our

c u s t o m e r.

differentiating advantage. Thus, we chose pieces for our assortment

In general, Brazilian consumers prefer

that emphasized the Vince focus on

a f l a s h i e r, m o r e b o d y c o n s c i o u s , m o r e

interesting and comfortable fabrics

sensual aesthetic for their apparel

and textile blends, like our vintage

choices, in line with their cultural

slub cotton knits, stretch suede, and

proclivities. The upper and upper-

techninal nylon fabrications, along

middle classes to which we are

with our primary focus, cashmere and

a p p e a l i n g , h o w e v e r, a r e m o r e w o r l d l y

cashmere blends. Displayed in our

and have more sophisticated tastes,

cashmere-enveloped store, customers

similar to congruent populations in

will be drawn in by a fully tactile

Europe and America. While these

experience.

customers constitute our primary target, we still want to position Vince

A s w e c o v e r e d e a r l i e r, o u r s t o r e w i l l

as an aspirational brand to consumers

b e o p e n d u r i n g t h e m o n t h o f O c t o b e r,

outside of the primary market, so it

which falls during the spring in the

is important that our assortment plan

Southern Hemisphere.

r e f l e c t t h a t g o a l . To a c h i e v e t h i s , w e sprinkled a few pieces with sleeker fits

154

ASSORTMENT P L A N N I N G S T R AT E G Y

While spring is not typically a retail

change as a way for brands to engage

s e a s o n k n o w n f o r c a s h m e r e , l e a t h e r,

more closely with the consumer and

and wool, Paulistanos are used to

capitalize on the excitement of Fashion

largely seasonless dressing. Because

Week by driving immediate purchases.

of the Southern Hemisphere’s

This buzz regardless of season is

opposite seasons, South Americans

exactly what we are looking to take

are quite familiar with buying winter

advantage of with our pop-up store,

clothing in the summer and vice

so we formulated our assortment plan

versa, and are adept at mixing pieces

a c c o rd i n g l y, f o c u s i n g o n t h o s e p i e c e s

from various seasons together for a

that would best communicate the

unique look. São Paulo in particular

characteristics of our brand.

has a climate similar to that of San Francisco, especially in the

In selecting the pieces to carry in the

transitional seasons of spring and

pop-up, we wanted to focus on neutral

autumn, and temperatures can swing

shades indicative of the Vince brand

wildly during the course of a single

that would also hang well together

d ay. T hi s ma ke s lig ht laye r ing pie c e s

within the store. We also took into

(like cashmere cardigans and linen

account the appropriateness of the

pullovers) especially popular pieces

color palette for the season and

for Paulistanos.

demographic positioning of the brand within Brazil, i.e., sof t, nonchalant

Fur thermore, the concept of seasonless

colors that will work for all seasons and

buying has been solidified in São

communicate an air of refined luxury

Paulo Fashion Week ’s transition to an

i n a s u b t l e m a n n e r. To e a s e l i n g u i s t i c

a-seasonal, buy-now, wear-now model,

barriers, we translated the standard

encouraging Brazilian designers to

Vince color names included in our

focus purely on the creativity and

as sor tment into Por tuguese. A table

artistry of their collections, rather

with the bilingual color assortment can

than adherence to a particular

be found beginning on page 204.

season. Paulo Borges, the founder and artistic director of SPFW heralds this

155

SIZES + H A N G TA G S

To d e t e r m i n e t h e B r a z i l i a n s i z i n g f o r

32, with even and odd size numbers,

the pieces included in our assortment,

translated to 32- 48, in even numbers

we used an international size

o n l y. S i m i l a r l y, m e n’s w a i s t s i ze s 2 8 - 3 8 ,

conver sion char t to translate Vince’s

with even numbers only after size 34,

standard US sizes into Brazilian sizes.

translated to 38-48 in Brazilian sizes,

For let ter sizes, as used in women’s

u sing eve n n u m b e r s o nl y.

tops, blouses, dresses, jackets, and bottoms, Vince uses a size range from

Shoe sizes were converted in the same

extra, extra, small to extra large. For

w ay, u s i n g a n d i n te r n a t i o n a l s h o e s i ze

women’s tops, blouses, and dres ses

conver sion table. Vince of fer s women’s

that do not use letter sizes, numerical

shoes in half-size steps form size 5.5

dress sizes are used, ranging from

to 10, and men’s shoes also in half-

0 0 to 14, i n e v e n n u m b e r s . Fo r m e n’s

s i z e s t e p s f r o m s i z e 7 t o 11. 5 . T h e

letter sizes, as used in shirts and knits,

Brazilian equivalents also include half

jackets, and pants and shorts, Vince

s i z e s a n d r a n g e f r o m 3 3 . 5 t o 3 9. 5 f o r

sizes range from extra small to extra,

w o m e n a n d f r o m 3 7. 5 t o 4 3 f o r m e n . A

extra large. In several styles of pants

comprehensive size conversion table

for both women and men, Vince uses

can be found starting on page 208.

waist sizes, ranging from 24 to 32 for women and 28 to 38 for men.

These Brazilian sizes and color names, along with item name, fabric content,

Letter sizes were translated to their

care instructions, and prices, will be

Por tuguese equivalent, small to

printed on stickers to be attached to

pequeno, medium to médio, and

existing hangtags, and will be affixed

large to grande, with corresponding

to the garments and accessories once

m u l t i p l e s o f “p” a n d “g ” d e n o t i n g

they reach the warehouse in Brazil. The

“e x t r a” s i z e s . N u m b e r s i z e s w e r e

English versions of the sizes, colors,

adapted using an international size

and item names will also be printed

conver sion char t. For women’s dres s

below the Por tuguese tex t, to help

sizes, the Brazilian equivalent of

new Brazilian customers familiarize

t h e r a n g e o f 0 0 -14 i s 3 6 - 5 2 , i n e v e n

themselves with the Vince vulgate.

number s. Women’s wais t sizes 24 156

157

PRICING S T R AT E G Y

The rates for the value-added tax, called the Imposto sobre Operações Relativas à Circulação de Mercadorias e S e r v i ç o s d e Tr a n s p o r t e I n t e r e s t a d u a l e Intermunicipal e de Comunicações, or ICMS for short, are determined individually by each state. They range f r o m 17 % - 19 % , w i t h t h e r a t e f o r S ã o Paulo set at 18%. The social contribution is also made up of two separate taxes collected by the federal government. The Programa de Integração Social, or PIS, is a contribution to unemployement insurance and allowance for low-paid workers, and is

158

PRICING S T R AT E G Y

159

S A L E S TA X BREAKDOWN

TA X N A M E I N PORTUGUESE

E X P L A N AT I O N IN ENGLISH

TA X R AT E

I M P O S T O S O B R E A I M P O R TA Ç Ã O

IMPORT DUTY

35.00%

IMPOSTO SOBRE PRODUTOS INDUSTRIALIZADOS

CUSTOMS CLEARANCE

0.00%

ICMS

S TAT E VA L U E - A D D E D S TAT E S A L E S TA X

18.00%

PROGRAMA DE INTEGRAÇÃO SOCIAL

UNEMPLOYMENT CONTRIBUTION

1.65%

COFINS

SOCIAL SECURITY CONTRIBUTION

7.60%

I M P O S T O S O B R E A I M P O R TA Ç Ã O

IMPORT DUTY

35.00%

IMPOSTO SOBRE PRODUTOS INDUSTRIALIZADOS

CUSTOMS CLEARANCE

0.00%

ICMS

S TAT E VA L U E - A D D E D S TAT E S A L E S TA X

18.00%

PROGRAMA DE INTEGRAÇÃO SOCIAL

UNEMPLOYMENT CONTRIBUTION

1.65%

COFINS

SOCIAL SECURITY CONTRIBUTION

7.60%

I M P O S T O S O B R E A I M P O R TA Ç Ã O

IMPORT DUTY

20.00%

IMPOSTO SOBRE PRODUTOS INDUSTRIALIZADOS

CUSTOMS CLEARANCE

10.00%

ICMS

S TAT E VA L U E - A D D E D S TAT E S A L E S TA X

18.00%

PROGRAMA DE INTEGRAÇÃO SOCIAL

UNEMPLOYMENT CONTRIBUTION

1.65%

COFINS

SOCIAL SECURITY CONTRIBUTION

7.60%

A P PA R E L

SHOES

L E AT H E R A P PA R E L A N D H A N D B A G S

160

161

WOMEN

S h i r t s + To p s Pants Dresses Jackets Handbags Shoes

162

SHIRTS + TOPS

163

HTS-NCM | 6206.10.00 Item No. | vnvr34210787

Silk Long Sleeve Blouse Blusa de Seda con Manga Comprida

Color Size

36 38 40 42 44 46 48 50 52

100% silk.

100% seda.

Washed P i q u é S quare B louse Blusa Praça de Lavado Piqué

Color Size

PPP PP

100% polyester.

100% poliéster.

164

G GG

HTS-NCM | 6206.40.00 Item No. | vnv345011408

Silk Scarf Print Popover Blouse Blusa de Seda Lenço Imprimir

HTS-NCM | 6206.10.00 Item No. | vnv338011442

Color Size

PPP PP

G GG

100% silk.

100% seda.

HTS-NCM | 6206.30.00 Item No. | vnva00111481

Cotton Poplin Off-The-Shoulder Blouse Blusa de Popeline de Algodão para Fora da Ombro

Color Size

PPP PP

G GG

100% cotton.

100% algodão.

165

HTS-NCM | 6106.10.00 Item No. | vnv338882463

Slub Cotton Long Sleeve Tee Malha do Vintage con Manga Longa Camiseta

Color Size

PPP PP

G GG

100% cotton.

100% algodĂŁo.

V intag e S l u b S co op Neck Tee Malha do Vintage Camiseta

Color Size

PPP PP

G GG

50% viscose, 50% silk.

50% viscose, 50% seda.

166

HTS-NCM | 6106.90.00 Item No. | vnv344882471

Mixed Media V-Neck Tee Camiseta Tecido Misto

HTS-NCM | 6106.20.00 Item No. | vnv339282433

Color Size

PPP PP

G GG

100% viscose. Contrast, 100% silk.

100% viscose. Depósito de contraste, 100% seda.

HTS-NCM | 6106.20.00 Item No. | vnv338482517

Mouline Circle Tee

Mouline Círculo Camiseta

Color Size

PPP PP

G GG

80% rayon, 20% polyester.

80% raiom, 20% poliéster.

167

Mesh Stitch Cotton Pullover Sweater

HTS-NCM | 6110.20.00 Item No. | vnv344076464

Malha Ponto Pulôver de Algodão

Color Size

PPP PP

G GG

100% cotton.

100% algodão.

Cashmere Cropped Boatneck Sweater Suéter de Casimira Colhida com Gola Canoa

Color Size

PPP PP

100% cashmere.

100% casimira.

168

G GG

HTS-NCM | 6110.12.00 Item No. | vnv340073815

Cashmere Cocoon Sweater Suéter de Casimira Casulo

HTS-NCM | 6110.12.00 Item No. | vnv340076432

Color Size

PPP PP

G GG

100% cashmere.

100% casimira.

HTS-NCM | 6110.12.00 Item No. | vnv340076382

Cashmere Crew Neck Sweater With Contrast Trim Suéter de Casimira com Depósito de Contraste

Color Size

PPP PP

G GG

100% cashmere.

100% casimira.

169

HTS-NCM | 6106.20.00 Item No. | vnv339182439

Rib Dolman Tee Manga Dolman Camiseta

Color Size

PPP PP

G GG

96% modal, 4% spandex.

Cashmere Cap Sleeve Long Cardigan

CardigÃ£ Longo de Casimira com Mangas Redondas

Color Size

PPP PP

100% cashmere.

100% casimira.

170

G GG

HTS-NCM | 6110.12.00 Item No. | vnv343676457

PA N T S

171

HTS-NCM | 6204.69.00 Item No. | vnv336021136

Linen Pull-On Trous er Linho Calças

Color Size

32 34 36 38 40 42 44 46 48

68% linen, 29% viscose, 3% elastane.

68% linho, 29% viscose, 3% elastane.

Wide Leg Trouser Calças Perna Larga

Color Size

32 34 36 38 40 42 44 46 48

100% polyester.

100% poliéster.

172

HTS-NCM | 6204.63.00 Item No. | vnv345021165

Leather Legging With Ankle Zip Legging de Couro com Fecho de Correr no Tornozelo

HTS-NCM | 4203.10.00 Item No. | vnvr15620578

Color Size

PPP PP

G GG

100% leather.

100% couro.

HTS-NCM | 6204.62.00 Item No. | vndv139k2527

Skinny Jean Jean Magro

Color Size

32 34 36 38 40 42 44 46 48

88% cotton, 9% polyester, 3% spandex.

88% algodão, 9% poliéster, 3% spandex.

173

HTS-NCM | 6204.69.00 Item No. | vnv336121105

Silk Crossover Pant Seda Calรงas de Crossover

Color Size

32 34 36 38 40 42 44 46 48

100% silk.

100% seda.

Blocked Silk Wide Leg Pant

Bloqueada Calรงas Perna Larga de Seda

Color Size

PPP PP

100% silk.

100% seda.

174

G GG

HTS-NCM | 6204.69.00 Item No. | vnv336321144

Stretch Suede Legging Legging Camurça

HTS-NCM | 4203.10.00 Item No. | vnv325920935

Color Size

PPP PP

G GG

100% leather.

100% couro.

HTS-NCM | 6104.61.00 Item No. | vnv326276372

Wool Cashmere Jogger Calças Atleta de Lã e Casimira

Color Size

PPP PP

G GG

70% wool, 30% cashmere.

70% lã, 30% casimira.

175

DRESSES

176

T- S h i r t Dre s s With Faux Leather Trim Vestido Camisa com Acabamento em Couro Falsificado

HTS-NCM | 6104.42.00 Item No. | vnv346282315

Color Size

PPP PP

G GG

95% micro modal, 5% spandex.

HTS-NCM | 6204.43.00 Item No. | vnv345050675

Cap Sleeve Popover Dress

Vestido Popover com Mangas Redondas

Color Size

PPP PP

G GG

100% polyester.

100% poliĂŠster.

177

HTS-NCM | 6204.43.00 Item No. | vnv337650620

Blocked Stripe Dress Vestido da Listra Bloco

Color Size

30 32 34 36 38 40 42 44

58% triacitate, 42% rayon. Lining 100% poly. Contrast 100% rayon.

58% triacetato, 42% raiom. Revestimento 100% poliéster. Depósito de contraste 100% raiom.

Suede Shift Dre ss

Mudança Vestido de Camurça

Color Size

32 34 36 38 40 42

100% suede leather.

100% camurça.

178

HTS-NCM | 4203.10.00 Item No. | vnv360750725

JACKETS

179

HTS-NCM | 4203.10.00 Item No. | vnvr02590358

Leather Scuba Jacket Jaqueta de Couro Scuba

Color Size

PPP PP

G GG

100% leather. Contrast 80% wool, 20% spandex. Lining 100% cotton. Lining contrast 80% wool, 18% nylon, 2% spandex.

100% couro. Depósito de contraste 80% lã, 20% spandex. Revestimento 100% algodão. Depósito de contraste de revestimento 80% lã, 18% náilon, 2% spandex.

Nubuck Jacket Colete Nobuk

Color Size

PPP PP

100% leather.

100% couro.

180

G GG

HTS-NCM | 4203.10.00 Item No. | vnv329290847

Lightweight Ponte Side Slit Vest Colete de Ponte Leve con Fenda Lateral

HTS-NCM | 6204.33.00 Item No. | vnv342490826

Color Size

PPP PP

G GG

67% viscose, 28% nylon, 5% spandex. Lining 100% cotton.

67% viscose, 28% náilon, 5% spandex. Revestimento 100% algodão.

HTS-NCM | 4203.10.00 Item No. | vnv346490846

Perforated Leather Vest Colete de Couro Perfurado

Color Size

PPP PP

G GG

100% leather. Lining: 100% cotton.

100% couro. Revestimento 100% algodão.

181

HANDBAGS

182

HTS-NCM | 4203.40.00 Item No. | vnhv0231g135

Gramercy Medium Hobo “Gramercy” Bolsa Médio

Color Size

100% Italian leather.

100% couro Italiano.

Signature Small Camera Bag “Assinatura” Bolsa Camera Pequena

HTS-NCM | 4203.40.00 Item No. | vnhv0010x129

Color Size

100% Italian leather.

100% couro Italiano.

HTS-NCM | 4203.40.00 Item No. | vnhv0221g132

Hudson Medium Hobo “Hudson” Bolsa Médio

Color Size

100% Italian leather.

100% couro Italiano.

183

City Medium E/W Tote “Cidade” Sacola Médio Horizontal

HTS-NCM | 4203.40.00 Item No. | vnhv0091a126

Color Size

100% Italian leather.

100% couro Italiano.

HTS-NCM | 4203.40.00 Item No. | vnhv0010c005

Signature Baby Crossbody “Assinatura” Bebê em Todo o Saco de Corpo

Color Size

100% Italian leather.

100% couro Italiano.

Park Medium Convertible Bucket Bag Saco Médio “Parque” Balde Mutável

Color Size

100% Italian leather.

100% couro Italiano.

184

HTS-NCM | 4203.40.00 Item No. | vnhv0241u139

SHOES

185

Leather Lace-Up Flat Sapato Plana Couro Rendas AtĂŠ

HTS-NCM | 6403.99.00 Item No. | vne4968l1

Color Size

33 34 35 36 37 38 39 40

100% Italian leather. 100% Italian leather sole.

100% couro Italiano. Sola do sapato 100% couro Italiano.

HTS-NCM | 6403.59.90 Item No. | vnd3295l2

Peep-Toe Bootie Bundinha Toe Espiada

Color Size

33 34 35 36 37 38 39 40

100% Italian leather.

100% couro Italiano.

Leather Pump Bomba de Couro

Color Size

33 34 35 36 37 38 39 40

100% Italian leather.

100% couro Italiano.

186

HTS-NCM | 6403.59.90 Item No. | vnc2439l1

HTS-NCM | 6403.99.00 Item No. | vne4967l1

Leather Slide Pantufo de Couro

Color Size

33 34 35 36 37 38 39 40

80% Italian leather, 20% textile. 100% Italian leather sole.

80% couro Italiano, 20% têxtil. Sola do sapato 100% couro Italiano.

Leather High-Top Sneaker Tênis de Couro Superior

HTS-NCM | 6403.91.00 Item No. | vnd7564m5

Color Size

33 34 35 36 37 38 39 40

70% Italian leather, 30% textile. 100% rubber sole.

70% couro Italiano, 30% têxtil. Sola do sapato 100% borracha.

HTS-NCM | 6403.19.00 Item No. | vnc5000l1

Perforated Leather Sneaker Tênis de Couro Perfurado

Color Size

33 34 35 36 37 38 39 40

90% Italian leather, 10% textile. 100% rubber sole.

90% couro Italiano, 10% têxtil. Sola do sapato 100% borracha.

187

Block Heel Sandal Sandália Calcanhar Bloco

HTS-NCM | 6403.59.90 Item No. | vne4907l1

Color Size

33 34 35 36 37 38 39 40

100% Italian leather. 100% Italian leather sole.

100% couro Italiano. Sola do sapato 100% couro Italiano.

HTS-NCM | 6403.19.00 Item No. | vnd6763l8

Lizard Print Leather Sneaker Tênis de Couro Estampa Lagarto

Color Size

33 34 35 36 37 38 39 40

90% Italian leather, 10% textile. 100% rubber sole.

90% couro Italiano, 10% têxtil. Sola do sapato 100% borracha.

Leather Heeled Sandal Sandália Salto Alto de Couro

Color Size

33 34 35 36 37 38 39 40

100% Italian leather. 100% Italian leather sole.

100% couro Italiano. Sola do sapato 100% couro Italiano.

188

HTS-NCM | 6403.59.90 Item No. | vne4936l1

MEN

Shirts + Knits Pants + Shorts Jackets Shoes

189

SHIRTS + KNITS

190

Double Weave Shirt Camisa Dupla Tecer

HTS-NCM | 6205.20.00 Item No. | vnm33411276

Color Size

G GG

100% cotton.

100% algodão.

HTS-NCM | 6205.90.00 Item No. | vnm34311256

Linen Cotton Double-Faced Shirt Camisa Mistura Dupla de Linho e Algodão

Color Size

G GG

67% linen, 33% cotton.

67% linho, 33% algodão.

191

HTS-NCM | 6205.20.00 Item No. | vnm30141246

Chambray Banded Collar Shirt Camisa Chambray de Gola Careca

Color Size

G GG

100% cotton.

100% algodão.

Double Weave Cotton Short Sleeve Shirt

Camisa de Manga Curta de Casal de Tecelagem de Algodão

Color Size

100% cotton.

100% algodão.

192

G GG

HTS-NCM | 6205.20.00 Item No. | vnm33351265

Wool S i l k Je r s e y Polo Wit h Cont rast Trim Camisa Pólo de Malha de Mistura Lã e Seda

HTS-NCM | 6110.11.00 Item No. | vnm34156322

Color Size

G GG

70% wool, 30% silk.

70% lã, 30% seda.

HTS-NCM | 6105.10.00 Item No. | vnms1129152

Pima Cotton Double Layer Reversible Tee Camiseta Reversível de Algodão Pima Dupla Camada

Color Size

G GG

100% cotton.

100% algodão.

193

HTS-NCM | 6105.10.00 Item No. | vnmr5008751

Slub Cotton Long Sleeve Raglan Tee Camiseta Raglan con Manga Comprida de Algodão do Vintage

Color Size

G GG

100% cotton.

100% algodão.

Sporty Long Sleeve Lightweight Sweater Camisola Desportivo Leve con Manga Longa

Color Size

G GG

65% cotton, 30% modal, 5% cashmere.

65% algodão, 30% modal, 5% casimira.

194

HTS-NCM | 6110.20.00 Item No. | vnm30416307

Cotton Cashmere Ribbed Cardigan Suéter Mistura com Nervuras de Algodão e Casimira

HTS-NCM | 6110.20.00 Item No. | vnm32406304

Color Size

G GG

95% cotton, 5% cashmere.

95% algodão, 5% casimira.

HTS-NCM | 6110.11.00 Item No. | vnm30356260

Wool Cashmere Crew N eck Sweater Suéter de Lã e Casimira con Gola Careca

Color Size

G GG

70% wool, 30% cashmere.

70% lã, 30% casimira.

195

HTS-NCM | 6110.20.00 Item No. | vnm33279169

Slub Cotton Ther mal Hooded Sweater Camisola de Algodão do Vintage com Capuz Térmico

Color Size

G GG

100% cotton.

100% algodão.

Linen Double Layer Lightweight Sweat er Camisola Leve Roupa de Camada Dupla

Color Size 100% linen.

100% linho.

196

G GG

HTS-NCM | 6110.90.00 Item No. | vnm32396295

PA N T S + S H O R T S

197

HTS-NCM | 6203.42.00 Item No. | vnmr2932248

Essential SoHo Trouser Calças Essencial “SoHo”

Color Size

38 39 40 41 42 43 44 46 48

98% cotton, 2% elastane.

98% algodão, 2% elastane.

Mixed Media Wool City Trouser Calças Mista da Cidade de Tecido de Lã

Color Size

38 39 40 41 42 43 44 46 48

98% wool, 2% elastane.

98% lã, 2% elastane.

198

HTS-NCM | 6203.41.00 Item No. | vnm33312342

Slub Cotton Ther mal Jogger Calça Corredor Térmica de Algodão do Vintage

HTS-NCM | 6103.42.00 Item No. | vnm33279172

Color Size

G GG

100% cotton.

100% algodão.

HTS-NCM | 6203.42.00 Item No. | vndm228b2323

718 Slim Trouser Calças Magro “718”

Color Size

38 39 40 41 42 43 44 46 48

98% cotton, 2% spandex.

98% algodão, 2% spandex.

199

HTS-NCM | 6203.41.00 Item No. | vnm29972294

Worsted Wool Urban Jogger Calças Urbana Basculador de Lã Penteada

Color Size

38 39 40 41 42 43 44 46 48

96% wool, 4% elastane. Lining 55% polyester, 45% viscose.

96% lã, 4% elastane. Revestimento 55% poliéster, 45% viscose.

Long-Rise Cuffed Trouser Calças Algemado Longa Subida

Color Size

38 39 40 41 42 43 44 46 48

98% wool, 2% elastane.

98% lã, 2% elastane.

200

HTS-NCM | 6203.41.00 Item No. | vnm33312325

Nylon Twill Tech Jogger Calças Tecnologia Basculador de Naílon Sarja

HTS-NCM | 6203.43.00 Item No. | vnm30002309

Color Size

G GG

100% nylon. Contrast 100% leather.

100% naílon. Depósito de contraste 100% couro.

HTS-NCM | 6203.49.00 Item No. | vnm30042338

Linen Blend Flight Short

Calções de Linho Aéreas de Mistura

Color Size

38 39 40 41 42 43 44 46 48

52% linen, 47% viscose, 1% elastane.

52% linho, 47% viscose, 1% elastane.

201

HTS-NCM | 6203.49.00 Item No. | vnm34322336

Linen Short Curta de Linho

Color Size

38 39 40 41 42 43 44 46 48

52% linen, 48% cotton.

52% linho, 48% algodão.

Nylon Twill Tech Short

Curta de Naílon Sarja Tecnologia

Color Size

38 39 40 41 42 43 44 46 48

100% nylon.

100% naílon.

202

HTS-NCM | 6203.43.00 Item No. | vnm30002298

JACKETS

203

HTS-NCM | 4203.10.00 Item No. | vnmr3034288

Essential Leather Moto Jacket Jaqueta de Couro da Motocicleta Essencial

Color Size

G GG

100% leather. Lining 55% polyester, 45% viscose.

100% couro. Revestimento 55% poliĂŠster, 45% viscose.

Nubuck Utility Jacket Jaqueta de Utilidade Nobuk

Color Size

G GG

100% leather. Lining 51% viscose, 49% cotton.

100% couro. Revestimento 51% viscose, 49% algodĂŁo.

204

HTS-NCM | 4203.10.00 Item No. | vnm33134451

Reversible Wool Bomber Jacket Jaqueta Penteada Reversível de Lã

HTS-NCM | 6203.31.00 Item No. | vnm29974442

Color Size

G GG

98% wool, 2% elastane. Lining 100% nylon.

98% lã, 2% elastane. Revestimento 100% naílon..

HTS-NCM | 4203.10.00 Item No. | vnm33114444

Lambskin Mixed Media Hooded Bomber Jaqueta de Couro Tecido Misto com Capuz

Color Size

G GG

100% leather. Contrast 100% polyester.

100% couro. Depósito de contraste 100% poliéster.

205

SHOES

206

HTS-NCM | 6403.91.00 Item No. | vnd4715l4

Washed Nubuck Boot Bota Lavado Nobuck

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

Sport Suede Oxford Sapato de Camurรงa Desporto

HTS-NCM | 6403.99.00 Item No. | vnd8486l3

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

HTS-NCM | 6403.91.00 Item No. | vnd8473l2

Suede Boot Bota de Camurรงa

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

207

Nubuck Leather Sneaker Tênis de Couro Nobuck

HTS-NCM | 6403.19.00 Item No. | vnd0863l1

Color 38 39 40 41

Size

42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

HTS-NCM | 6403.19.00 Item No. | vnd6688l2

Sport Suede Sneaker Tênis de Camurça Desporta

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

Stamped Lizard Leather Sneaker Tênis de Impressão Lagarto Couro

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

208

HTS-NCM | 6403.19.00 Item No. | vnd5010l7

HTS-NCM | 6403.91.00 Item No. | vne0186l3

Sport Suede Boot Bota de Camurça Desporto

Color Size

38 39 40 41 42 43 44

100% Italian suede leather. 100% rubber sole. 100% leather lining.

100% couro Italiano. Sola do sapato 100% borracha. Revestimento 100% couro Italiano.

Texture Blocked Leat her Sneaker Tênis de Textura Bloqueado Couro

HTS-NCM | 6403.19.00 Item No. | vnd5010lc

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole.

100% couro Italiano. Sola do sapato 100% borracha.

HTS-NCM | 6403.99.00 Item No. | vne2274l1

Sport Suede Espadrille Sneaker Tênis Espadrille de Camurça Desporta

Color Size

38 39 40 41 42 43 44

100% Italian leather. 100% rubber sole. 100% jute contrast.

100% couro Italiano. Sola do sapato 100% borracha. Depósito de contraste de sola do sapato 100% juta. 209

COLOR ASSORTMENT

Clothing Shoes Handbags

210

CLOTHING

Alloy

Black

Blue Marine

Buff Stone

Coastal Blue

Dark Heather Grey

Dark Twilight

Fossil

Grey

Liga

Preto

Azul Marinho

Pedra Lustre

Azul Costeira

Cinza Urze Escuro

Crepúsculo Escuro

Fóssil

Cinzento

Heather Aqua

Heather Black

Heather Carbon

Heather Cinder

Heather Cloud

Heather Coastal

Heather Currant

Heather Grey

Heather Herring

Urze do Aqua

Urze do Preto

Urze do Carbono

Urze do Cinza

Urze do Nuvem

Urze do Costeira

Urze do Groselha

Urze do Cinzento

Urze do Arenque

Heather Marzipan

Heather Mist

Heather Steel

Heather White

Hunter Green

Indigo

Infinity Blue

Iron

Khaki

Urze do Maçapão

Urze do Névoa

Urze do Aço

Urze do Branco

Verde Oliva

Índigo

Azul Infinidade

Ferro

Caqui

Lucent Blue

Meringue

Mineral

New Buff

Off White

Optic White

Preen Green

Smoked Grey

Twilight

Azul Lucente

Merengue

Minério

Novo Lustre

Quase Branco

Ótico Branco

Verde Alisar

Defumado Cinzento

Crepúsculo

211

SHOES

Black

Blue Dusk

Carbon

Cloud

Coastal

Granite

Graphite

Heather Carbon

Preto

Azul Sombra

Carbono

Nuvem

Costeira

Granito

Grafite

Urze do Carbono

Heather Cinder

Ocean

Oyster

Sable

Sand

Silver Grey

Truffle

Woodsmoke

Urze do Cinza

Mar

Ostra

Zibelina

Areia

Cinza Prateado

Trufa

Fumaça de Madeira

HANDBAGS

212

Saddle

Nude

Cashmere

Black

Army Green

Sela

Despido

Casimira

Preto

Verde Exército

SIZE CHARTS

Women Men

213

WOMEN

214

TOPS, BLOUSES, DRESSES, + JACKETS XXS

PPP

PA N T S + J E A N S XXS

PPP

SHOES 5.5

6.5

33.5

7 35.5

7.5

8.5

37.5

9.5 39

10 39.5

215

MEN

216

SHIRTS + KNITS S

XXL

PA N T S + S H O RT S S

XXL

SHOES 7

7.5

37.5

8.5 39.5

9 40

9.5

10.5

40.5

11 42.5

11.5 43

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IX.

220

CONCLUSION + LONG -TERM PL AN

If the pop-up is successful, and Vince makes an impression in the Brazilian/South American marketplace, the next step would be to create a permanent struc ture in São Paulo. Because Brazil lacks the well-developed wholesale infrastructure of the US, our mode of expansion would instead utilize the network of luxury malls that are so prevalent, not only in São Paulo, but across Brazil. Leasing a mall space in JK Iguatemi or Cidade Jardim would provide i nf r a s t r u c t u re fo r d eve l o p m e nt a c ro s s t h e c o u nt r y. Another possible route for expansion would be to “tour” the pop-up to other major cities, such as Rio de Janeiro or Brasilia, and eventually to other cities in South and Central America. C o n c u r re n t l y, w e w o u l d a i m to f u ll y d e ve l o p a B r a z i l f a c i n g e - c o m m e r c e s i t e , w i t h t h e a d d r e s s v i n c e . b r, a n d corresponding warehouse and shipping capability to handle online orders.

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THANK YOU

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