we found love “Not compromising, fresh, modern, the icon of my generation, Rihanna embodies my vision of Balmain in this new campaign. In front of the camera, she makes you feel like she is the only girl in the world,” Rousteing said in a press release from Balmain.
It’s no secret that Rihanna and Balmain’s Olivier Rousteing have long enjoyed a symbiotic relationship. The musician has worn the creative directors designs numerous times both on- and offstage. Since Rihanna was cast as the face of Balmain’s Spring 2014 campaign, a friendly romance has sparked littering the Instagram and digital world with mushy snaps. And as it turns out, the fact that Rihanna looks incredible in the collection is no coincidence — or, at least, not solely due to her ability to look incredible in anything. Rousteing has declares his love for Rihanna, admitting that he essentially designed the Spring 2014 collection around her, inspired by a visit she had made to his studio last year. Rihanna looks great in clothes, to pull off. The partnership has captured the heart of fashionistas globally, through collaboration fans around the world will be able to share in the excitement.
The creation of a Pop-up shop requires tenacity and a swift strategy placement. Through application of retail management skills we aim to successfully create a dynamic pop-up shop for the luxury line of Balmain in collaboration with Rihanna. The main objective of this pop-up shop is to spread awareness of the high-end fashion and brand image Balmain has to offer while fostering a relationship with fans. With the recent friendship blossoming between creative director, Olivier Rousting and pop sensation Rihanna, there could not be a more perfect time to spread Balmania. The call to action will be a collaboration on exclusive goods with behind the scenes access and VIP endorsments all while crossing boarders with Rihanna’s global tour at three stops. The overall aims of this project are to thoroughly research a brand’s history, current status in the market place and opportunities for growth. Supported by extensive research into the consumers and locations to best understand the market opose a collaboration as big and bold as the duo behind it.
“Everything we have done together has been amazing. Balmain has been a friend that I’ve loved for so long and now, to actually get to work with him... it’s brilliant!”- Ri-
“Sometimes,” Rousteing added, “fashion is all about a big machine. And we forget about emotions, and realness, and dreams. But dreams do come true, and this came from something really simple, and easygoing, and real.”
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Company Summary
History
The Couture house was set up by Pierre Balmain in 1945 at the Rue François 1er. The designer founded his brand on a return to opulence and richly embroidered decoration, a period long forsaken due to prior wartimes. This “New French Style” centered around an active, vivacious, immaculate and elegant woman with casual lack of concern and indifferof French women in the 1950s. The following decade was a period of exploration through new shapes, styles and structure. The 1960s also boasted a massive expansion of iconic clientel outside of France including queens, princesses and starlets. Today, Balmain continues to dress celebrities of all calibers and is a favorite among musical mavens such as Rihanna, Miley Cyrus and Beyonce. Pierre Balmain remains a household name in the world of luxury offering apparel in menswear, womenswear and accessories.
Ownership
Balmain’s CEO and chairman since 2005 is Alain Hivelin. As a privately held company, Balmain rarely shares insights on the projections of the company. Alain Hivelin has high hopes in the direction current designer, Rousteing, is taking the company. Hivelin is not often interviewed about matters of the company but appears to have strong opinions on upholding the company to its reputation.
Values
Balmain does not have a published company mission or values statement. The company does, however focus on the luxury foundations, Founder Pierre Balmain has instilled. Pierre Balmain was quoted saying “Good fashion is evolution, not revolution” The company uses this and other brand mantras to inspire upcoming collections.
Financials + Growth reports. However, the namesake has spawned Pierre Balmain a diffusion of the brand which is licenened to ittierre S.p.A. Pierre Balmain has reported net sales available according to OneSource business database. In 2012 the net sales of Pierre Balmain were at 31.3 Million EUR. Based on this number, Balmain is expected to have steady trading in Hong Kong in 2015. Focusing on
Designers
After Pierre Balmainâ&#x20AC;&#x2122;s death in1982 the house was led by Erik Morensen, turier is an essablishment known for development and renewal based on an exclusive spirit of style and creativity. This spirt has produced a place of growth for many designers including Oscar de la Renta and Christophe Decarnin. Balmain is currently lead by Oliver Rousting as Creative Director. The 26 year old has brought a fresh; young feel that continues to add to the edgy aesthetic.
SWOT ANALYSIS
STREGTHS Heritage
Founded in Paris the couture house was built on a reputation of sophistication and elegance. This history bolsters pride throughout France and allows the company to mantain a unique brand identity.
Global Presence The company shows seasonally in Paris and is well established through retailers and publications internationally.
Iconic Following Balmain continues to be an editor favorite and bolsters strong stupport from celebrities and indusrty heavyweights accross the world.
OPPORTUNITIES Menswear Growth
The market for menswear has seen consistent growth in recent years. Men are make a statement through their apparel and taking an effort to be style conscious more than ever before.
Tech Expansion Increase e-commerce revenue through a branded app or improved online retailing and seek to develop branded accesories for technology.
Vertical Integration companies through namesake brick and morter locations, gaining better control over through wholesale.
WEAKNESSES
Retailer + Licensing Dependent Controls of the brand as well as high wholesale and brand licensing.
Loss of Consumer Diffusion brand Pierre Balmain may attract consumer spending away from the high priced runway collection.
Minimal Advertising Though consistent with luxury brand practices the company participates in almost no direct marketing strategies.
THREATS
Target for Imitation
The brands ubiquitous style is highly sought after, but also highly impersonated. It could exclusivity.
Maintaining Brand Equity In expansion special care should be taken in order to protect the image and exclusivity of the luxury brand. Overexposure or disruptions to supply and demand ratios could lessen equity.
Asian Market Slowdown Growth in the emerging markets of Asia, especially China, are begining to slow down. and sales.
BRAND IDENTITY MATRIX
PERSON
New Parisian, Renegade, Futuristic, Tough-Chic, Succinct, Values Quality, Values Social Status, Eclectic Worldly Lifestyle
SYMBOL
Rihanna, Baroque Style, Structured Silhouettes
PRODUCT
Shirts, Knitwear, Blazers, Jackets, Dresses, Denim, Trousers, Skirts, Leather, Belts, Scarves, Jewelry, Handbags, Shoes
ORGANIZATION
Couture Heritage, Luxury Brand, Paris Based, Privatly Held, CEO: Alain Hivelin, Extensive Licensing, Rapid Growth
Brand Positioning
Balmain as a luxury fashion brand is sometimes seen as wildly expensive and selective when concerning retailing. The 13 competitors taken into account of the price/ accessibility matrix are Alexander McQueen, Altuzarra, Balenciaga, Christopher Kane, Etro, Givenchy, Jeremy Scott, Prada, Proenza Schouler, River Island, Saint Laurent, Rick Owens and Vivienne Westwood. These competitors represent luxury brands that match price points as well as matching the aesthetic and similar consumer market. When compared against each other based on price and distribution, Balmain is higher in price with less distribution. Although Balmain is an international brand, itâ&#x20AC;&#x2122;s distribution outlets are far less than brands such as Saint Laurent, Givenchy, and Altuzarra. Rick Owens ships to the most countries but is third from the bottom when considering price.
Distribution
Balmain currently has 5 brick and mortar stores. The company operates through e-commerce and retail stores. Many of these stores work in the form of concessions, and joint ventures. Besides the 5 physical company owned stores, Balmain has 228 stores located throughout 41 countries.
Licenses Balmain has over 200 licenses according to the Balmain website. With 20 licenses in Asia and the Middle East, products of Balmain are reaching new markets by including
Product Licenses Perfume Balmain has an extensive perfume offering with Long time licensee InterparfumsSa. The seven Balmain scents re Monsieur Balmain, Ambre Gris, Ivoire de Balmain, Vent vert, Carbone, Eay d’Ivoire, and Extatic. They have worked closely with Balmain and currently have a 12-year license agreement to continue to maintain and create signature scents that represent the edgy Balmain style. Eyewear Oliver Peoples also came on board to develop two seasons of eyewear for the fashion line.The product licenses associated with Balmain include but are not limited to L’amy group, which is the current producer of Balmain’s prescription and accessory optics. Shoes A footwear license was worked out between Balmain and Giuseppe Zanotti in late 2009. Watches Swatch Group has been the creator of Balmain’s signature watches and acquired the sole rights to manufacture and distribute under the Balmain name in 1995 (Swatch Beauty and Hair Balmain worked with SGA Rehmani group in Pakistan to develop a hair line under the name Balmain Hair. The hairline includes extensions and various hair care products. Balmain recently broke off licensee agreements with the Italian manufacturer, Ittierre. recently released a nail polish line exclusive with Beauty Mart. The line includes three
Communications + Promotional Activities Print Campaigns Estimated 2013 Spending on Print Advertising: Âą$13,567,860 17 features Age: 37.8 HHI: $58, 612 Reach: 12,326,000 CPR: 0.60 Euro
8 features Age: 36.4 HHI: $76,052 Reach: 5,644,000 CPR: 0.30 Euro
Elle
Vogue
4 features
8 features
Grazia
V Mag
Social Media Marketing Social media is key at Balmain in providing opportunities to communicate directly with customers by creating content to which customers can respond. Current campains include asking fans to vote on two looks for #WhatWouldYouWearWednesday and creating an online community by urging customers to share their
@BalmainParis Followers: 159,073 Average likes: 4.9K
Balmain Followers: 120,931 Average likes: 780
industry news and style sites such as Style.com, Vogue.com and Mr. Blasberg.
Digital Marketing Digital Display Ads: Seasonal campaigns appear through in advertising on various news, style and social media sites Search Engine Optimization: In collaboration with various online retailers SEO is used to channel consumers to brand media and/or point of sale.
Celebrities Massive amounts of publicity annually comes from celeb addicts, this ties in to the company’s BALMAINIAC campaign and is often shared through social media.
From Queen B on tour to muse Rosie Hunington-Whitley dining with the creative director, the world’s most familiar faces are never shy away from an opprtunity to to make a statement in Balmain. The label is also a favorite of editors including Anna Dello Russo, editor-at-large and creative consultant for Vogue Japan.
Direct Marketing Runway: Collections show for both men and women in Paris seasonally.
Womens Fall 2014 RTW: Welcome to My Jungle Digit reach its customer with seasonal updates and current campaigns.
“Balmain Queen” - as dubbed by Oliver Rousting - gave a steely gaze behind tousled, bedhead locks for Inez vanLamsweerde and Vinoodth Matadin.
Market Analysis
PESTEL: London, United Kingdom Political -
Stable Democratic political environment. Government consists of Prime Minister, David Cameron MP, Deputy Prime
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The coalition is a Conservative/ Liberal Democratic government formed in 2010,
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One of the few countries that has an existing Monarchy, currently ruled by
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A common customs tariff is applied across all EU countries on goods imported
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From 2 April 2013, the consumer protection regime will play a greater role for the local authority Trading Standards Services in the enforcement of consumer anti-competitiveness businesses are prohibited by Chapter 1 of the Competition Act 1998. Secondly the abuse of a dominant position in a market
Economical
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£9,440. May be entitled to a higher Personal Allowance if you were born before 6 April 1948. The Chancellor announced that £11.5 billion of savings would be found from
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The number of people out of work fell by 167,000 to 2.32 million in the three
unemployment rate of the economically active population fell to 7.1%. (Econo ·
The benchmark interest rate in the United Kingdom was last recorded at 0.50 percent. In the United Kingdom, the Bank of England has operational
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The UK economy grew by 1.9% in 2013, its strongest rate since 2007, from 0.8% in the previous quarter. And economic output is still 1.3%
Social ·
London teenagers, ages 14-18, value working hard and service careers over
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Income inequalities have been increasing, both recently and over longer time
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The UK’s overall population is set to reach 73m people by 2037 with the number of people aged 80 and over set to double, according to an ONS report.
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The post-war years saw a big expansion of the middle classes, as the professional jobs market grew and more people bought their own homes, the UK had become a wealthier society, but had “struggled to become a fairer one” and had more children living in poverty and lower levels of social mobility than “many other developed nations” (“Digging Deep on Social Mobility.” Education
Technological ·
The total R&D spend fell 4% in constant prices from a year earlier to £17.1bn as
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recession. Alcatel-Lucent told the BBC that the demand for higher bandwidth grew by data a massively pressing issue for ISPs. (Encouraging Businesses to Manage
and breakthroughs, the Science Minister has warned as he said more should
Environmental ·
· ·
·
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The discovery of huge reserves of petroleum and natural gas in the North Sea has transformed the pattern of energy production. Natural gas supplies the largest proportion of England’s energy needs. Scrutiny is currently directed at energy suppliers to control and lower energy bills, but supplier’s currently only control around 16% of a typical customer’s bill 177 million tones of waste every year in England alone. This is a poor use of re sources and costs businesses and household’s money. They want to move towards a ‘zero waste economy’. About 75% of each person’s carbon emissions in the UK are from products and services. The British government is trying to identify where the biggest impacts are, and help business target their work on sustainability. (Tell Us What You Over the past 25 years EIA has enhanced the consideration of environmental and social issues in over 10,000 major development projects across the
Legal ·
The advertising laws allow comparative advertising (which is advertising that
aimed at consumers it must comply with the CPRs. (“Advertising Law.” C5 UK ·
All employees, regardless of the number of hours they work per week, are en titled to receive a written statement from their employer, within two months of
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Two of the most important pieces of health and safety legislation affecting educational establishments across the UK are the Health and Safety at Work,
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The Law Society has a regional structure of managers in the nine English regions and Wales. This regional network builds closer relationships between relationships with members across England and Wales to better represent their views and promote national Law Society initiatives. (Regional Work.” - The Law
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Most people in the UK get a personal allowance of tax-free income. This is the acounting standards. On 2 July 2012, however, the FRC Board assumed
PESTEL: Singapore, Singapore Political -
Consists of Cabinet, Parliament, with the Prime Minister, Lee Hsien Loong,
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U.S. companies face several trade barriers. Services barriers include sectors such as pay TV, basic telecommunications, audiovisual and media services,
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â&#x20AC;&#x153;Goods may be temporarily imported under the Temporary Import Scheme for the purpose of repairs, displays, exhibitions or other similar events without the payment of duty and/or GST. A bankerâ&#x20AC;&#x2122;s guarantee is required under
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â&#x20AC;&#x153;Special import licenses are required for certain goods, including strategic agricultural biotechnology products, and many prescription drugs (Trade
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Consumer goods have to meet the requirements imposed by ISO, IEC, EN or ASTM standards, as well as any additional safety requirements imposed by the
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Consumer goods have to conform to applicable regional or national safety
Economical -
GDP Growth Rate in Singapore averaged 5.3 %from 2007 until 2013, reaching
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Since gaining independence in 1963, Singaporean economy has been growing rapidly and as a result the country has now one of the highest GDP per capita
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The country is a leading foreign direct investment recipient due to its status of one of the freest, most competitive and most business-friendly economies in
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The benchmark interest rate in Singapore was last recorded at 0.08 percent,
from 1988 until 2013, reaching an all time high of 20 Percent in January of 1990 and a record low of -0.75 Percent in October of 1993, (Singapore Interest
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Unemployment Rate in Singapore remained unchanged at 1.80 percent in the fourth quarter of 2013 from 1.80 percent in the third quarter of 2013, (Singapore
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Singapore levies high excise taxes on beer, wine and liquor, tobacco products
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For dutiable goods, the taxable value for GST is calculated based on the CIF
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Exchange Rates: 1 Singapore dollar = 0.79 US Dollar; 1 Singapore dollar= 0.58 Euro
Social -
â&#x20AC;?The citizen population grew by 0.9 per cent in 2013 and also grew older, with more than 11 per cent now aged 65 and above. The permanent resident
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â&#x20AC;&#x153;The Ministry Of Education directs the formulation and implementation of education policies. It has control of the development and administration of the Government and Government-aided primary schools, secondary schools, junior colleges, and a centralized institute. It also registers private school,â&#x20AC;?
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Overall, the top 10% of Singapore households had incomes of $10,543 per
Technological -
Interactive and Digital Media, including video games, animation, online/mobile media and new forms of digital entertainment, has skyrocketed into a
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DB Schenker set up a global Competence Centre in 2012 to focus on Electronics and Industrial Manufacturing sectors. (Supply Chain Management
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$982.17 million for research and innovation programmes under Research,
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Aim to grow Gross Expenditure on R&D to 3.5% of GDP by 2015 through
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Of the total $16.1 billion, MTI has been allocated $9.26 billion to promote
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The development budget for research and innovation programmes for A*STAR,
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These programs will support Singapore’s long-term aspiration under the RIE2015 to be among the world’s most research-intensive, innovative and
Environmental -
Singapore’s Changi Airport is one of Asia’s largest cargo airports and is served
close to 2 million tons of cargo annually, (Supply Chain Management -
The country contains the world’s busiest transhipment hub, handling about one-seventh of the world’s container transhipment throughput or 31.26 million
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Singapore is connected by 200 shipping lines to 600 ports in 123 countries, with daily sailings to every major port of call in the world, (Supply Chain
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“Any person who, during the erection, alteration, construction or demolition of any building or at any time, fails to take reasonable precautions to prevent danger to the life, health or well-being of persons using any public place from
sand, earth, gravel, clay, loam, manure, refuse, sawdust, shavings, stone, straw or any other similar matter or thing; or other similar matter or thing to be dropped, scattered, spilled or thrown, in any public place (whether from a -
“Any person who — a public place; or or any other article in a public place, shall be guilty of an offense.”
Legal -
Advertisements laws state that advertisements may not contain the following: Anything that is illegal or might incite anyone to break the law. Anything that contradicts the ethical code of recognized professional bodies in Singapore, Anything that exhibits show a disregard for safety, Anything that is, “offensive to the standards of decency prevailing among those who are likely to
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Advertising laws also place ban on: “abuse[ing] the trust of the consumer or exploit his lack of experience, misleading in any way by inaccuracy, ambiguity, exaggeration, omission or otherwise, portraying any individual in a negative way, “promot[ing] a lifestyle that is promiscuous or that denigrates or is detrimental to family values,” vidual’s responsibility to discuss their average pay per hour and settle on
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Trying to achieve sustainable, continuous improvement in Workplace Safety and Health performance by instating Workplace Safety & Health Act. Banned substances in the workplace include: Carcinogens, Corrosive substances, Explosives, Flammable substances, Gases under pressure,
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Employers with the following equipment are responsible for its safe use: Scaf folds and any materials or components used to erect them, Lifting equipment, Forklifts, Power presses, Bar-benders, Equipment or piping intended for operation under pressure. Materials or components used for the construction of support structures, Explosive powered tools, & Equipment used for abrasive
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Free Trade Agreement existent with the United States, but not France or virtually
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Treaties for the Avoidance of Double Taxation include France, (Country Tax Pro
PESTEL: Saint Denis, France Political -
France is a Stable Republic. Governmental Structure consists of: President, Nicolas Sarkozy, Prime Minister, François Fillon, The Cabinet, A National Assembly, & Senate, (Guide to French
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“The Minister for the Economy, Industry and Employment, under whom the Secretary of State for Trade, Craft Industry, Small and Medium-sized Enterprises, Tourism, Services and Consumer Affairs, is responsible for the
Economical -
France is a member of the European Union which has adopted the euro,
includes aircraft, military equipment, perfumes, pharmaceuticals, wine, beef and -
The benchmark interest rate in France was last recorded at 0.50 percent,
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Unemployment Rate in France remained unchanged at 10.90 percent in the third quarter of 2013 from 10.90 percent in the second quarter of 2013, (France
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Exchange Rate: 1 Euro = 1.364 US dollars’ Taxations: “If the capital was provided by the owners and at least 75% up to ¤38,120 per annum and 33% thereafter, Tax is payable on a quarterly basis on 15 March, 15 June, 15 September et 15 December, New companies and those who level of taxation in the previous year was less than ¤3000 are
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Government Spending in France increased to 40157 EUR Million in the third quarter of 2013 from 40012 EUR Million in the second quarter of 2013, (France
Social -
France is the most popular tourist destination in world and welcomes over 80
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The population of France is currently estimated to be 65.8 million people, which
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11,914,812 citizens live in the île-de-France region, which includes the city of Saint Denis. Making this region the most densely populated and wealthiest region
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The age distribution of France is as follows: 0-14 years 18.7% of the population. 15-24 years 11.9% of the population. 25-54 years at 38.9% of the population. 55-64 years 12.6% of the population. 65 years and over at 17.9% of the population. See Figure below for male and female age distribution (France age
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As of 2009 5.9% of the GDP is distributed to education expenditures (The
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Lowest 10% of household income 3% with the highest at 24.8% (The World
Technological -
The draft of France’s 2014 spending plans are said to include a 0.5% increase in the Ministry of Higher Education and Research’s spending to approximately and higher education as part of the government’s 20 billion investments for the
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By 2017 the research and industrial development program Nano2017 aims to further forward in the expertise and diffusion of nanotechnologies. This is hoped to maintain a world leader status in this competitive sector (A Portal
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The Horizon 2020 portal is part of the France Europe 2020 Strategy. It aims to increase the participation of French scientists and industrial players in European
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The Nano2017 project is designed to place France among the top three pillars and to enable a smooth transition between the current 7th framework program for research and the technological development and the new horizon 202
Environmental -
395.2 million metric tons of carbon dioxide is emitted from consumption of
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Natural Gas consumption for 2011 was at 41.52 billion cubic meters (France
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Roughly 90% of France’s electricity production is virtually carbon free thanks to
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France is the leading exporter of nuclear technology and has developed the
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Natural resources in France are not as abundant as in other countries in the world. The supply of coal greatly diminished over the years from 140 millions
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The European Union is making global efforts “to contain global warming,”
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The Grenelle de l’enviornement includes the policy measures “in energy generation, manufacturing, transport, waste management, construction
Legal -
The ARPP, or aurorité de régulation professionnelle de la publicité, is the French advertising self-regulatory organization. Its goal is to maintain high standards in terms of legal, honest, and truthful advertising. (Digital Advertising and
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Advertising must follow these regulations: they must clearly identify as advertising, protect children and teenagers, possess taste and decency, depict fair, truthful, and honest advertising, contain user-generated content, respect the users comfort, (Digital Advertising and Marketing Communications
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Promotional Blogs/ Sponsored-Posts/ Promotional Forums: The commercial without ambiguity, in a clear and immediate way. (Digital Advertising and soon as the consumer receives it, with no need to open the email, Data collection and adverts sent by email must respect applicable legislation. (Digital
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Social Network: Adverts appearing in spaces which are dedicated to chats or
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The URSSAF (Union pour le Recouvrement des cotisations de Sécurité Sociale collecting the employee and employer contributions for health cover,
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Employee delegates in workplaces with fewer than 50 employees – that is those without a health and safety committee – are entitled to 10 hours’
PESTEL: Tour Summary LONDON, UNITED KINGDOM Overall, London is a smart market to go into by Balmain. Being a Parisian brand, Balmain is under the jurisdiction of the EU in many cases, making it consistent within England. The transfer of GBP to Euro works in Balmain’s favor regarding sales, but the cost of operation will be more. The economy is rising again for the the Health & Safety responsibilities will be shared with the venue and will have an existing code in place. Employment Laws are not extremely strict and will allow for limited time employees if necessary. There is a Fair Trade Agreement within the two countries and, in turn, will make taxation and imports easier from France as well. Lastly, the similar advertising ideals of honesty and fairness with London will provide an easier adjustment and transition to the regulations SINGAPORE, SINGAPORE Singapore’s structure is perfect for our pop up shop. They have a reputation for being one of the easiest countries to work with involving trade, imports, and taxation. Employee Laws are not extremely detailed and it will be easy to hire outside help if necessary. With its GDP per capita, rising economy, rising population, Employers are held extremely responsible for the assurance of Health and Safety amongst their employees. With this Pop-Up shop, however, much of that responsibility will be shared with the Padang venue. This allows us to abide by previously
SAINT DENIS, FRANCE France’s market is very convenient for our needs simply due to the fact that our company already operates under French Law. The government provides a strong backing for independent businesses and the economy is one of the largest in the world, with expected growth. It is a popular destination, adding the chances for impulse buying. The downside to operating a pop up shop in France, however, is the strong restrictions on advertising technologically. Since Balmain operates within France, however, there will not be any taxation or regulations on imports, which will allow for a varied, non restricted product assortment as well.
ReTAIL market
Online Sector
Retail Market
The online fashion market continued to boom and reached nearly $6.7 billion in 2009, an increase of 26% from the previous year 2008. Internet retailing was the channel least affected by the economic slowdown towards the end of the review period. This is primarily due to the fact that consumers continued to search the Internet for bargains and were able to compare prices with a click of the mouse. Many UK retailers were nervous about diving into the E-tailing business and only offered a portion of their products London’s apparel retail industry appears to be doing well. Consumers are willing to spend their disposable income on leisure goods.
London, England In 2009 retail sales in the UK were approximately $400 billion, compared to the $600 million per year that designer fashion contributes to the UK economy. The retail sector In 2009 there were 293,510 retail outlets in the UK. The average British household whole expenditure in 2008 was $768.81 per week, compared to $749.55 from the same period in 2007. This alone contributed to the $70 million spent on clothing and
Singapore, Singapore The Singaporean apparel retail industry experienced a growth of 4.4% in 2012, reaching a value of $2.5 billion. Singapore’s retail industry is segmented into three categories: Womenswear, Menswear, and childrenswear. Womenswear accounts for 44.8% of the industry’s overall value. The menswear is not far behind, representing 34.8% of the industry’s overall value. Singapore accounts for a minuscule portion of Asia-Pacific’s retail industry only representing 0.7% of the overall industry. In 2017, Singapore’s projected growth is set to reach $3.1 billion, which would result in a 24% increase from
Saint Denis, France In 2009, the apparel retail industry of France began to decline and was predicted to do the same in 2012. It was also predicted that France would experience low growth in
The womenswear industry is considered the most lucrative, especially in 2012 where total revenues of $25.9 billion, the equivalent of 51.8% of the industry’s overall value. Menswear will contribute $15.2 billion in revenues for 2012 or 30.5% of the industry’s Childrenswear contributed to 17.7% of the industry’s value equaling $8.9 billion. France accounts for 11.6% of the European apparel industry. It is projected that in 2017, The French apparel retail industry will have a value of $53.2
Key Players
London, England at Bond Street
Located approximately 10.3 miles from the Twickenham Stadium. Bond Street was established in 1700 and continues to be the home to modern luxury goods and upscale hotels and restaurants. If our customer is in such close proximity to this establishment, there is a risk of losing sales. The stores on Bond Street generally close in the mid evening, which is an advantage for our pop-up shop. We will be able to utilize those extra hours to stimulate sales. Saint Laurent Hours of Operation: Weekdays 10.00-18.00, Thursday 10.00-19.00, Saturday 10.00-18.00
French Luxury fashion brand created by Yves Saint Laurent in 1961. The brandâ&#x20AC;&#x2122;s prodrent has stores in 27 countries spanning from Asia, to Europe, Africa, and North American. Owned by the French holding company, Kering. Saint Laurent reported net sales
Etro Hours of Operation: General 10.00-18.00, Thursday 10.00-19.00, Sunday 12.00-17.00
Etro products include men and womenâ&#x20AC;&#x2122;s wear, fragrance, and a home collection. Etro has 7 boutiques in major cities: Milano, London, New York-Soho &Madison, Paris, Beijing, and Tokyo. Etro had reported revenue of $228. 5million at the end of 2012 Alexander McQueen Hours of Operation: General 10.00-18.00, Thursday 10.00-19.00, Saturday 10.00-18.00
Under the Kering reign, Alexander McQueen was founded in 1992 by Lee Alexander McQueen. The brand offers products in womenswear, menswear, and accessories (Alhourglass silhouettes, frock coats paired with skinny pants, sharp, angular suiting, and McQueen had a reported revenue of $52.3 million. This company poses a competitive threat because of the unique and daring pieces. Balmain tries to remains edgy and on
Singapore, Singapore at The Shoppes at Marina Bay Sands Located approximately 1 mile from the tour venue, The Shoppes at Marina Bay Sands represents the luxury goods alongside its mall counterparts that are focusing may feel more comfortable with either stopping to shop here before or after the even. The opening hours for this location extend later into the evening. With the combination of late closing times and close proximity, this location could pose the most competitive threats to the Balmain pop-up shop. Bottega Veneta Hours of Operation: Sunday - Thursday 10:00 - 23:00 , Friday - Saturday 10:00 – 00:00
throughout Europe, Australia, Asia, North and South America. Bottega Veneta also distributes wholesale in select specialty and department stores. The company experienced an 18% growth in revenues in 2013 as reported on their brand website. Bottega Veneta increased the number of directly operated stores to 215, from the previous 209
Burberry Group Hours of Operation: Sunday - Thursday 10:00 - 23:00, Friday - Saturday 10:00 – 00:00
A holding company of luxury apparel and accessories, Burberry distributes through a variety of outlets including brick and mortar, online, wholesale, concessions, franchises and outlets. Burberry also operates worldwide through its licensing channels. Burberry maintains 206 mainline stores, 214 concessions within department stores, digital commerce and 49 outlets. The value of Burberry retail sales is recorded at 694.5 million as
Ferragamo Hours of Operation: Sunday - Thursday 10:00 - 23:00, Friday - Saturday 10:00 – 00:00
Italian Luxury goods company created by Salvatore Ferragamo founded in 1928. It is currently owned by the Ferragamo family and maintains its headquarters in Florence, Italy. The brand specializes in leather goods, sho es, women’s and men’s ready-to-wear. There are approximately 550 mono branded stores operating throughout Italy, Europe, celebrity brand loyalty. Although the typical Ferragamo celebrity is slightly older than Balmain’s current lineup, it still shares similar methods in pushing brand awareness
Saint-Denis, France at Galeries Lafayette Paris Haussmann competition with its endless directory of luxury and high fashion brands. An opportunity to capitalize on is the hours of operating which are below. Knowing the Rihanna tour will extend later into the evening this will hopefully deter our consumers to shop at the Balmain pop up shop instead of traveling 5 miles for luxury. Balenciaga Hours of Operation: Monday to Saturday: 9.30 – 20:00 , Thursdays until 21:00
The French house founded by Spanish designer Cristobal Balenciaga is owned by Kering, a French multi national holding company. Kering also owns or has partial
Givenchy Hours of Operation: Monday to Saturday: 9.30 – 20:00 , Thursdays until 21:00
French luxury house owned by French multinational luxury goods conglomerate, LVMH. The fashion house was founded by Hubert de Givenchy. Products generally fall under women’s wear, men’s wear, accessories, fragrance and cosmetics through Parfum Givenchy. Givenchy had reported net sales of $177.1 million in December of
Lanvin Hours of Operation: Monday to Saturday: 9.30 – 20:00 , Thursdays until 21:00
Founded by Jeanne Lanvin, this “high fashion” house operates through franchises. Lanvin is primarily involved in wholesale of adults’ fur and leather clothing; wholesale
Prada Hours of Operation: Monday to Saturday: 9.30 – 20:00 , Thursdays until 21:00
The parent company of Prada Group specializes in design, production and distribution of leather goods, handbags, clothing, eyewear, fragrances, footwear and accessories in approximately 70 countries through around 461 direct stores, 25 franchise stores,
Indirect Competition
London, England Accommodations & Dining ot offers a spectacular experience for guests. There are also a selection of bars, and restaurants available for guests. This can be used to our advantage as a way to entice more consumers. If given the opportunity, I believe our customers would more than likely enjoy this personal experience. Staying in a Luxury hotel is a necessity for our consumers. Although we will potentially miss to on sales, this could be a selling point
The Rugby Store Located inside the Twickenham Stadium, Englandâ&#x20AC;&#x2122;s largest selection of branded rugby apparel. Other products include womenâ&#x20AC;&#x2122;s and menâ&#x20AC;&#x2122;s apparel, gifts and souvenirs. This point of sale store would be considered our direct competition. However, depending on the scheduled events earlier in the day, this may not interfere greatly. The Rugby store operates around game schedules, and opens up another location inside Twickenham Stadium to accommodate sports fans. (The Rugby Store)
Singapore, Singapore Accommodations & Dining There are many hotels in the Marina Bay area, which is a centrally located area near the Padang. The Residence at Singapore Recreation Club is near transportation, shopping centers and parks. Prices are approximately $170 USD/night. If our consumers are staying at a hotel with similar pricing this could absolutely eat into our businesses. This does mean that there are endless amounts of choices for food. This is considered our indirect competition because our consumers will have the leisure of traveling to any restaurant at any given moment due to the fact that it is not in a stadium
Saint Denis, France Accommodations & Dining With approximately 17 hotels in the Stade de France areas in Saint Denis, consumers will certainly spend their disposable income on housing arrangements while attending events at the stadium. The level of hotel may affect their spending ability to freely purchases product from the Balmain Pop-up shop. Prices range from $50-$200 a night based on a three day/night stay. It is more likely that the closer the hotel to the
Food and Concessions Consumers may also choose from many dining establishments that will indirectly eat within the event quarters consisting of sandwiches, chips, candy, and drinks. There are also two sit down restaurants offered at the Stade de France, Le Panoramique and Le
The Consumer
Rihanna: The Global FanBase
Rihanna Robyn Rihanna Fenty, known by her stage name Rihanna, is a Barbadian recording artist, actress, and fashion designer. Her career began in 2004 when she signed with Def Jam Recordings after auditioning for its president, recording artist and mogul Jay-Z. Rihanna’s debut and second studio albums both peaked in the top ten on the Billboard 200 chart and spawned hit singles. The artist acquired global fame after the launch of her third studio album; Good Girl Gone Bad and its worldwide chart topping lead single Umbrella. Good Girl Gone Bad was nominated for nine Grammy Awards, winning Best Rap/Sung Collaboration for Umbrella. Rihanna has released an album every November one album Unapologetic in 2012. Rihanna’s work has earned her numerous awards inand two BRIT Awards. She has sold more than 100 million records worldwide, making her one of the best-selling artists of all time. She has achieved twelve international number one singles on the Billboard Hot 100 chart, the youngest solo artist to achieve the feat. In 2013, Billboard ranked Rihanna the top artist of the 2010s decade. Forbes named her as the 13th most powerful celebrity of 2013; she took the top spot in their
chart of the top one hundred grossing worldwide tours, from January 1 to December 31, 2013, the artist most recent Diamonds World Tour was placed at number six with a gross of $141.9 million from the shows that were played during the given time period. Tickets were sold with an average gross of $1,867,248 per city, over the course of 87 shows a notable 84 were sold out. On the Diamonds World Tour Rihanna’s wardrobe was a staple attraction. The artist pulled from the runways of Raf Simmons, Gianvito Rossi, Azzedine Alaïa, Miu Miu, Versace, Balmain and more to crate looks that consistently made headlines internationally. Additionally the artist collaborated with multiple luxury designers including Christian Louboutin, Alber Ebaz for Manolo Blahnik, Jeremy Scott, Riccardo Tisci of Givenchy and to produce custom looks. “I enjoyed making these looks, Rihanna represents what young and amazing means today. She is punk and talented. She offers intelligence, energy and pure beauty. Rihanna has what every girl inspires to have, She is the face of her generation,” said Riccardo Tisci of the collaboration.
Geographic
Rihanna Fanbase
Egypt, Japan, Hong Kong, 80%+ Asia Overall, 75%
Demographic Age: 18-34 years Gender: 64% Female Marital Status: Single Education: College Degree Income: Over 36499.00 EURO/year or 3,041/month Occupation: Pink Collar Worker, Health, Marketing, Finance, Consultant
Psychographic Hobbies: - Download Music, Uses Social Networks, Travels more than once annually for pleasure, including internationally Open Minded, Loyal Information Sources: Primarily Digital Media -
Payment Methods: American Express, Discover, Visa
Behavioral Music Listening: Preparing to go out, exercising, social scene Time Online: 1-5 Hours or 26-30 Hours Purchase History: 50+ Digital Song Downloads Annually
1-5 Digital Album Downloads Annually Only spends on artist mechandise when affordable Technology Landscape: Very Tech-Savvy Safari browser Owns iPhone, iPod, and/or Mac Smartphone used to download/view media, record media, social networking, purchase good/services, and online banking
Current Social Following:
Analysis:
From pop artist to fashion icon Rihanna is consistently setting new trends while dent, young, talented, ambitious, and full of life. Rihannaâ&#x20AC;&#x2122;s target audience is interested in the social scene; they enjoy staying up to date with the current fashions and likely look to the pop star for inspiration. They place high priority on keeping enthusiastic about goals and aim to achieve. Rihanna is a hit factory that puts an immense amount of effort into ensuring that every song released has number one way to create a cultural connection that captivates an audience while introducing a product. By collaborating with Rihanna, Balmain will make an engaging connection to mass global markets that identify with the celebrityâ&#x20AC;&#x2122;s glamorous, hip and trendy lifestyle. In addition to exposure the collaboration brings a fresh twist to the brandâ&#x20AC;&#x2122;s perception.
Rihanna Fanbase: London, England Singapore, Singapore Saint Denis, France
Geographics
London, England
Demographic Population Statistics Education: College Educated Income: Over 36499.00 EURO/year or 3,041/month Payment Methods: Debit Cards, Visa
Lifestyle + Psychographics The population of London is often considered materialistic due to exceptionally high standards. These consumers value the arts as well as heritage and craftsmanship, especially in prestige products. According to the Taking Part Survey, Media and Sport
an consumer travels multiple times annually, both in their country and internationally. When booking travel 44% of Internet users booked digitally, while simultaneously searching area attractions. This is a key opportunity for destination retailers. (UM Lon-
Londonâ&#x20AC;&#x2122;s diverse DNA is undoubtedly its unique selling point for both retailers and shoppers, they are not only attracted to the city because of its position as a top globheritage. This dynamic history and strong economy attract more tourists annually -
both in and out of country travel. The number one international consumer group outside of the Eurozone, is the Middle East. In total it accounts for 26% of total international sales. Followed by consumerd from Far East, such as Thailand, China and Malasia.
Behavioral Practices The young consumer is focused on establishing themselves, completling an education, and establishing a career. These customers are remaining single, or living with a browsing blogs, reviews and consumer groups.To reach this market it is important to establish conntection through digtial media and personal relationships.
Geographics
Singapore, Singapore
Demographic Population Statistics
Lifestyle + Psychographics high-income earners more than the average worker. According to a global wealth report, Singapore has one of the highest percentages of millionaire households in the
comprise the top 40% of the regionâ&#x20AC;&#x2122;s population in terms of income. Asiaâ&#x20AC;&#x2122;s high-networth individuals travel on average twice for leisure over the course of a year. The typical duration for a vacation is one to two weeks, and the most popular destinations
Generation AAA Asians are set to make a huge impression have been dubbed “Generation AAA”. Agility polled 3,403 respondents, all of which were aged between 18 and 34 years old, and based in Asia. In terms of employment, 62% work in mid-to-high level positions, set is extremely tech savvy, very keen on new gadgets. The study noted that they are constantly connected to their mobile phones and that they are connected to the For the AAA’s vacation is a huge draw; in Southeast Asian nations the top destination rewarding oneself with premium products is a big part of Generation AAA’s mindset. Exactly 25% of this cohort would buy clothes, bags or fashion accessories worth and 20% when looking at watches worth at least US$3,000 [2181.82 Euro]. (ad:tech -
62%, price of a luxury good indicates quality. 61%, limited or exclusive avaliability 60%, buy premium brands as a “gift” for themselves.
Behavioral Practices Singaporeans are not as responsive to advertising; they seek to learn about new products online through social media, blogs and compare while you shop sites. Digentertainment and cuisine. Spending style: Well-researched Media Consumption: These consumers use online resources to seek out the best booked online. Travel agencies are basically beginning to lose their relevance, lots of
Geographics
Demographic
Saint Denis, France
Population Statistics
Marital Status:
Payment Methods:
Lifestyle + Psychographics France is the ninth largest economy in the world and the third biggest in Europe. With at least 79m foreign tourists per year, it is the most visited country in the world France is also arguably the home of industrialized luxury goods, which â&#x20AC;&#x201C; under the direction of Bernard Arnault â&#x20AC;&#x201C; has rapidly evolved from a scattered collection of craftsmen and women, to a consolidated megalith contributing 217 billion Euro to spending, alone accounting for 4% of all global sales. In 2013, retail sales of luxury
France is worldâ&#x20AC;&#x2122;s most visited country, with a luxury industry that depends on tourists for more than half of itâ&#x20AC;&#x2122;s 16 billion Euro revenues. The travel industry is becoming increasingly important for luxury shopping. France is a global favorite destination for luxury goods, however an increasing number of wealthy tourists from developed markets in the East are shopping for luxury in Paris. Emerging market consumers will continue to favour the destination and purchase their French luxury goods in the -
The Parisian market is most notably fashion conscious; this population raises the expectations of casual dressing. The population is not as relaxed as many western countries, they generally are well put together. When shopping this consumer seeks to not only remain stylish but also to exude class. The most sought-after products of this market are shoes and clothes, with 49% of respondents looking for these. Adspending power, while shopping 63% of French consumers planned on spending at least 100 Euro. In the Paris region average spending is expected to be high, with 33% planning their spending to rise above 200 Euro. Luxury goods are often used to identify or enhance social standings; despite being that Paris is a mecca for luxury goods 50% of all luxury purchases are made while traveling. Young French consumers have a generally optimistic outlook and regard the Internet and social networks as powerful engines, 79% of users under 30 years old said that their social media habits affect their ideas and initiatives. Mobile purchasing is primary across all age groups,
Behavioral Practices Spending style: Though 78% of shoppers have already researched a purchase online before buying in a local shop, Europeans generally prefer purchasing products of-
tactics. The French are more receptive to a low-key, logical presentation.
Location Selection: London, England Singapore, Singapore Saint Denis, France
London, England: Infrastructure
Facility Features Twickenham stadium has 2,000 free car parking spaces available to delegates and hotel guests. Twickenham offers a plethora of conference and event rooms with capacity ranging from 14-1180 people at one time. The 150 pitch view executive meetings rooms and 23 event rooms are a versatile space that accommodates a variety of
Capacity According to the Twickenham RUF Rugby website, the stadium has a seating capacity of approximately 82,000, were able to exceed this limit to 95,971. It must be taken into account that this does also include standing area. The standing capacity is not listed on the Twickenham site because Seated areas are most commonly occupied during Rugby events. The standing area would not be
Transportation Event attendees have several options of transportation to arrive at Twickenham stadium. The modes of transportation according to the Twickenham Stadium website includes air travel, train/ London Underground, RUF Shuttle Bus, City bus, Taxi or limousine, bike, and car. The stadium plainly lays out the directions and parking accommodations available while traveling to the arena. With the abundant options of public transit, it is recommended that event goes utilize this opportunity to lessen congestion in parking areas. Train/London Underground -There is a train station walking distance from Twickenham. Regular trains run to â&#x20AC;&#x153;Twickenham from London Waterloo, Clapham junction, Reading, Ascot and Margarets, Hounslow, North London and Stratford.
RFU Shuttle Bus -Event days with more than 35,000 attendees, RFU shuttle bus services will run before and after. The bus service will run between the Richmond station and the stadium. City Bus which stop close to the stadium. Alternatively attendees can take other routes
National Express Coach -The National Express runs services direct to the stadium for the Rihanna Car Parking A controlled parking zone operates over an area of approximately one mile around the stadium. Attendees can reserve parking by visiting the stadium webpage prior to
Legalities session or operation of recording or transmission equipment of any kind is prohibited within the Stadium. This includes without limitation photography,
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The RFU reserves the right for the Stadium Director or Event Day Safety with immediate effect if this is considered necessary on public safety grounds. Any such revocation or variation of the Rules will be displayed as soon as
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No Club, Constituent Body, National Representative Body or Organising Committee or any member or group of members thereof either alone or jointly with others may use, or permit to be used, any of the RFUâ&#x20AC;&#x2122;s registered marks
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No Constituent Body or Club shall take any part (either as organiser or broadcast by means of radio, television or any other audio-visual or electronic media where doing so shall be a breach of any broadcasting or other contract entered into by the RFU or any other person acting for or on behalf of itself or any group or association of Clubs, Constituent Bodies or Unions, (RFU
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Where a Constituent Body or Club is incorporated, it shall comply with the statutory audit/accounts report regulations set out in the Companies Acts and any other legislation and statutory audit requirements under the Industrial and Provident Societies Acts and any other legislation as appropriate, (RFU
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Before events the fare is ¤60.75 which is donated to charity. After events the service is free. On capacity or near capacity match days and concert days, a selected number of buses also go to Hounslow Bus Garage near Hounslow
Saint Denis, France: Infrastructure As the sixth largest stadium in Europe, Stade de France took “more than 40,000 can be retracted to reveal a portion of the athletic track. The construction of the Stade de France was developed to greatly improve the Saint Denis area, in which it is located. Facility Features The Stadium roof of the Stade de France is considered to be a marvel of impeccable design according to the Emporis website, Costing more that ¤45 million to complete,
lights and 36 blocks of speakers concealed to maintain optimum visibility. Entrances: There are 18 staircases that lead viewers to the upper gallery located at Level 6. In case of an emergency these stairs are also able to -
LED Screens: They each cover an area of 196 square meters. “The screens are
Capacity capacity is reported to be 80,000 seats. The Rihanna concert had a recorded attendance of 75,841. Standing room
Transportation The variety of transportation options makes travel to the stadium easy. It is highly recommended that attendees either carpool, or take public transportation due to limited parking accommodations. Reserved parking is available to those that make reservation arrangements in advance of the event day. Metro modes of transportation, which is used by over â&#x20AC;&#x153;two-thirds of Stade de France accommodate attendees, ensuring an easy journey to and from. Legalities Barring prior, written, express authorization delivered by the Consortium, no means of transport are permitted within the Stadium enclosure, excepting wheel chairs used by sick or disabled persons and which are not powered by
Singapore. Singapore Infrastructure by many historical buildings, shopping attractions and public transportation stations. The Padang is a prime location for many events that include sports and a variety of
Facility features Facility features of the Padang are subject to change depending on the type of event currently being held. A stage and accompanying equipment is set up during musical
Capacity The capacity of the Padang in Singapore is determined by the space allocated by concert division gates. One source reports the capacity of a similar concert was 50,000 people. At the Rihanna concert there were 65,000 people in attendance. We can assume that the space will accommodate this crowd size,
Transportation To arrive to the Padang area attendees can take one of the many MRT stations sur-
MRT Attendees can take several different MRT stations to arrive at the Padang. MRT, and Chinatown MRT. During events, MRT train services will be increased
Legalities If not covered by Rihannaâ&#x20AC;&#x2122;s team, Approvals must be obtained from:
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Retail sales by the user may be allowed at the sole discretion of SRC, (TERMS
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The User shall not put up any advertisement and/or helium balloons in any part of the Premises without the prior approval of SRC.
junction with existing ones -
Setting-up and dismantling work for major installation of any Structures where on-site works are unavoidable shall be carried out after 12 midnight and before
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All wirings are to be taped down or sealed with trunking and no wiring is allowed to be strung in midair. SRC reserves the right for all wiring and set up to be re-done immediately should it not meet our standards.
PRIZM, Sales Potential, Competition, Area Attractions: All Venues Twickenham Stadium, Stade de France, and the Padang are either self-contained arePop-up shop. Built for space not demographic.
Building staff will be provided via Rihannaâ&#x20AC;&#x2122;s team. Security, and other building team members will work in coordination with Rihannaâ&#x20AC;&#x2122;s team and will be assigned to the Balmain Pop-up shop. Security: All Venues Security will be heavily enforced at the Balmain Pop-up shop to ensure that our high priced products are monitored constantly. We will be hiring a team of six security guards that will travel from location to location to each pop-up shop. The company that will shop will utilize security guards on all three concert days as well as on the pre-trading day. On the pre-trading day 4 security guards will be staffed to ensure the safe transport of product into the store. Pre-trading day security is merely for precaution. On days of the concerts six guards will be on duty at one time. Four guards will monitor the last guard monitors the line. Highly vigilant guards will be extremely necessary to ensure that shrinkage is controlled.
Design of Space
BALMANIA: In Action The Balmain experience is one centralized around luxury. Similar to the brand aesthetic, these pop-up shops will display the same values and aesthetic. We want our consumer to feel captivated in our store, but not only that, we want to capture the pure essence that is the blend of Balmain with Rihanna. Our space has quite a bit of open area in sales area. This is to deliver the exclusivity that our consumer craves, however, we carry full stock in multiple stock drawers in the sales area and our stock the left or right of the store and have visual stopping points in multiple sections of the store. The sales register is centralized to allow for access on both sides and it acts as Rihanna based corner, our quilted couch, our transparent window to the outdoors, and the multiple displays around the entire shop. In order for our sales personnel to keep up with our consumers, we chose to allow about twenty to thirty people into the sales area at once. This means that outside our operation, there will be security guards, a glamorous black carpet, and roping for admittance. Around the corner, there is a window to view into the store and entice those waiting in line to stay, and there are interactive iPads set inside our wall that will display multiple slide show images from our online catalog, recent promotional campaigns, and current runway not want to wait or are interested in a product we do not carry as well. All in all, we have tried to cater to the consumer in every step of their journey. From the second they decide to wait in line for admittance, we want to prove that we value them as a customer, and ensure they will have the Balmain experience every step of the way.
Exterior: A VIP Entrance
The Floorplan
Interior: A Chic Oasis
Interior: Merchandising, Art and Displays
Interior: Merchandising, Art and Displays
Interior: Merchandising, Art and Displays
Product Plan
8CD8@E Pop-up Shop Product Assortment Sunglasses
Style: Marbelized, studded cat-eye,Aviator, half frame, D frame Color: Black, brown, cherry Size:one size Retail price: 造259 Projected units: 108
8CD8@E Pop-up Shop Product Assortment Cuffs
Style: chain hardware, zipper accented Color: denim,gold,white, silver,black, Size:one size Retail price:造284 Projected Units: 144
8CD8@E Pop-up Shop Product Assortment Jackets
Style: Motorcycle quilted jacket, Color: Black, white, denim Size: Retail price:造2400 Projected Units:27
8CD8@E Pop-up Shop Product Assortment T-shirts
Style: Motorcycle quilted jacket Color: Black Size:Pink, Whitem Black, Graphic Retail price:造1050 Projected Units:126
8CD8@E Pop-up Shop Product Assortment Scarves
Style: Motorcycle quilted jacket Color: Pink, print, blue Size: Retail price:造380 Projected Units:126
8CD8@E Pop-up Shop Product Assortment Belts
Style: Lion gold plated buckle Color: Black, Denim, White leather Size: small, medium Average Retail price:造685 Projected Units: 63
8CD8@E Pop-up Shop Product Assortment Biker Pants
Style: Biker stretch with zipper Size: small, medium, large Retail price:造2150 Projected Units:72
8CD8@E Pop-up Shop Product Assortment Tech Accesories
Range:
Overear Speakers, Multi Retail/Units: 造 Ear Buds, Red Retail/Units: 造 iPhone Case, Embelished Retail/Units: 造 iPhone Case, Embossed Retail/Units: 造
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Dialogue is the new black Marketing has a critical role to play in piquing interest and generating demand. Expect luxury marketers in 2013 to intensify their use of social media – Facebook, Twitter, Pinterest, YouTube and Instagram – to connect with customers and prospects. Dialogue is in. The digital space will get a drastic makeover, and applications across all platforms will proliferate. Use of digital tools, including video, to showcase the than not, the main purpose of such sophisticated marketing and content. The store is where the action is at, and will be. Digital sales of products and services will jump, aided by targeted email and search marketing, as well as wise online display banner ad buys. Indeed, online and mobile retail will enable luxury marketers and retailers to cross borders and meet the need of new markets. Technological displays bridge the digital-physical gap Digital is a powerful tool for luxury brands and retailers, but smart marketers keep tabs on their relationships with customers across all channels and look to strengthen them through face-to-face contact. Technology-enhanced events or displays were them to feel more comfortable with the brand from a cross-channel perspective. hai, the company utilzied the reach and talant of Todd Selby taking him on an actual train journey to the brand’s new market from Paris to Shanghai. The label engaged its consumers in the days leading up to the runway show by posting daily videos and images taken by the photographer and blogger along his journey. The future of social is commerce Marketers have realized the potential for social media to build a strong brand community of loyalists, frequent customers and aspirational fans. (Luxury Marketing Outthe future by providing interactive content including social media sharing as well as a consistent message across all channels. Interactive content that is personalized to it’s audience is key in online advertising for luxury brands. “Digital is a common landscape for luxury consumers, so as digital content evolves and the Web grows, brands are testing how to interact with their consumers in the digital space,” she said. “consumers are sharing their preferences through the actions they take” said new ways to engage with consumers and evolve their advertising and marketing practices as digital capabilities grow.
Last year, Balmain successfully to grow their social communities through sidebar ad placements on Vogue.com that showed the companies Twitter feeds and ask users to follow them. The feed mimicked Vogueâ&#x20AC;&#x2122;s own Twitter sidebar displayed on the opposite side of the page. The company saw massive growth in unique visitors and followes on its social platforms ceating an expansion of brand awarness. To further this succes Balmain will enter the mobile space in an entirely new way through tech accesories. To stand out in a time of oversaturation brands and retailers that wish to distinguish themselves in the commerce experience must take into consideration the drivers of luxury spending will be international and cross-channel transactions. To distinguish themselves in the commerce experience going forward Balmain must chases. Mobile will continue to grow as an essential medium for reaching internationshopping environment and corporate presence. Through physically integrating itself into the consumers tech use with phone cases and tech accessories Balmain will be naturally integrated into the commerce experience. This strong presence is driven as a goal to communicate, share entertain and connect with the customer creating a brand loyalty, versus solely asking for a sale.
brand establishment through social-driven advertising. This can be achieved through calls to action. The Balmain x Rihanna collection will encourage customers to share media using the â&#x20AC;&#x153;#BalmainPaRIHsâ&#x20AC;? handle as well as tagging the company and musician. Integration into users social media will establish both brand loyalty and a community among fans to reach maximum potential. It will ensure that each placement feels personal and hopefully will compel a call to action along with social, ecommerce and research.
COMMUNICATIONS AND PR
Balmain- Balmain collaborates with Rihanna million albums and 146 million digital tracks worldwide, and currently holds the record as the top-selling digital artist of all time. The recipient of six Grammy Awards and seven Billboard Music Awards, she was named the world’s #1 social media star by Forbes, with over 3 billion views on YouTube/VEVO, the most ever for any female artist, and over 34 million Twitter followers. She is also Facebook’s most liked person with over 85 million followers. In addition to her 11 Hot 100 #1 singles and 23 Top 10 singles, she also has 18 #1 singles on the Billboard Dance Club Song Charts and sold out 98% of seats during her last world tour. As the artist prepares to travel the globe interacting with her fans once again she will also be collaborating with Parisian fashion house, Balmain. By teaming up with a celebrity who has a massive fan base, Balmain is able to introduce itself to new potential consumers. In addition to traveling along on Rihannas next world tour and hosting a pop up shop at select venues, the designer is launching a limited edition range of headphones and tech cases. These will be sold exclusively at venues along the tour in London, Paris and Singapore. Exact tour dates are to be determined. The custom line features a pair of headphones and multiple cases for the iPhone, priced at £??? and £???, with the earbuds coming in at £??. Oliver Rousting, Creative Director at Balmain explained his motivation behind the collaboration by saying: ‘’I have always sought inspiration through musicians and they are excellent as collaborators because there is such a purity to their talent. Different types creating a story and translating a message. I look forward to sharing that experience with Rihanna.’’ The collection features the Balmain’s signature leathers, embellishments and over
true,” he said. “When the woman that inspires you wears your creations, your vision feels complete. Not compromising, fresh, modern, the icon of my generation, Rihanna embodies my vision of Balmain. In front of the camera, she makes you feel like she is the only girl in the world.” PRESS CONTACT PR@Balmain.com
London, England
Print Advertising: Media Kit Statistics Elle International Age: 18-49, 63.5% Average HHI: $150,000+, 49.2% -84% of ELLE readers have purchased items written about in fashion magazines Vogue UK Age: 31 -Vogue readers collectively spent £1.2 billion on fashion in the last 12 months, £690 million on watches and jewellery. Age: Average HHI: LONDON ANALYSIS: London will be fully marketed with print campaigns in the area’s most respected fashion magazines. Leading up to the concert date Elle UK, Vogue UK and Phonix Mag will feature covers and 3 page editorials to garner excitment about the collaboration with Rihanna.
Singapore, Singapore
Print Advertising: Media Kit Statistics Elle International Age 18-49 63.5% Average HHI: $150,000+, 49.2% -84% of ELLE readers have purchased items written about in fashion magazines Tatler Singapore Age: 15-34 28,000 35% Average HHI: ÂŁ115,938 -With two Apps and a website Tatler Singapore connects advertisers with the wealthiest readership in its category.
SINGAPORE ANALYSIS:
3 pages of editorial Tatler Singapore and Elle Singapore in the months prior to Rihannaâ&#x20AC;&#x2122;s concert. Consumers of the area also have access to Vogue UK, in which we will be running promotions as well.
Saint Denis, France
Print Advertising: Media Kit Statistics Elle International Age: 18-49, 63.5% Average HHI: £108,147+ 49.2 -84% of ELLE readers have purchased items written about in fashion magazines Vogue Paris Age: Average HHI: Average above £108,147+
Porter Magazine Age: Average HHI: Average above £170,000, -Travels approximately 11 times per year. Many have multiple homes and desire year. This consumer is tech-savvy – 60% own an iPad; 69% own an iPhone. SAINT DENIS ANALYSIS: Our largest celebration on tour will be nearest to our studio, just outside of Paris. These consumers respond well to exclusivity so a selection of high-end magazines including Elle France, Vogue Paris and Porter will feature cover stories as well as interviews will Oliver Rousing and Rihanna prior to the concert date.
Social Media: To best reach our global consumer we will utilize the social media feeds of both
-er Balmain and Rihanna can reach people via Instagram and
people via Facebook, people via Twitt
syndicated through all social media channels. These will cover the design process of the phone cases, headphones and ear buds as well as exciting details about the pair’s fast friendship. Sneak peak of tech products chronicling the design process will ‘#BalmainPaRIH’ allowing consumers to follow the campaign as well as join in the fun by posting their own photos with the tag. When the tour begins in London a crew will document the backstage preparation for Rihannas show, including a closet tour featuring the Balmain collection. Tech accessories should be documented with the celeb and in use backstage. This coverage will be syndicated through all social media channels on the channels of both Balmain in a special edition of #WhatWouldYouWearWednesday, an established campaign at Balmain. Online In additon to the monthly Balmain e-mail newsletter the company will engage in Facebook Advertising, Instagram Advertizing, Livenation Advertising
Events VIP Shopping Fashion Show In-Store Celebration
Financial Plan
Sales Forecasts
Sales Forecast The projected footfall is based solely based on ticket sales of each concert. Top tier tickets, which are approximately 8% of all ticket sales were taken into account because of the price increase. This does not go on to say that only VIP ticket holders may shop at the Balmain Pop-up shop, but the VIP ticket holders provide a tangible consumer that is able to afford Balmain products. Then based on the footfall numbers a conversion rate of 15% was used. This number is highly skewed because of the unique nature of the Balmain Pop-up shop. One trading day per location, allows our shop to receive a high volume of consumers with the bulk of purchasing within a few hours. When deciding the product breakdown, percentages referenced the breakdown of luxury sales by product category. The report referenced was a market report for Bain percentages were then adjusted based on location weather, product availability, price, and consumer popularity. This ultimately gave us the projected sales forecast.
Fixture Plan Budget
Brand. Our products will be displayed on modern racks and glass cases. It is important to maintain our exclusivity while showcasing our intricate designs. The small amount the overstocking of product. The Balmain Pop-up shop will also incorporate a quilted arm leather couch for seating, appealing to the boyfriends of our female shoppers. Throughout the store plants will be incorporated to add fresh air and light. This ultimately enhances the shopping experience for our consumers, while making our temporary store seem more like a physical boutique. Our technological pieces will also add Rihanna content while two Ipads will be utilized during the check out process. There will also be a 40â&#x20AC;? television showcasing Live feed from the Rihanna concert. This allows our consumers to be connected to the show. This feature persuades consumers to shop in our store without fear of missing the event. The exterior features include black add another element of exclusivity.
Financial Summary The estimated revenue was calculated using the projected sales. The expenses were then calculated to estimate total earnings. The total cost of goods sold was based on an average gross margin of 67%, which was sourced from the annual reports of luxury brands around the world because Balmain is a privately held company. The expenses included in our budget cost sheet are as follows: Design of space, build of interior and exterior space, Print advertising, digital advertising, event promotions, our product from one location to the other. It is important to make note of the nature of Balmain. As a privately held luxury brand, all costs and partnering companies will be provided by the Balmain Company to ensure brand consistency. For purposes of this exercise, prices were quoted for an idea of general costs.
over. This does not illustrate a failing pop-up shop but rather a risk taken to secure gain new customers from existing Rihannaâ&#x20AC;&#x2122;s followers.
GG<E;@O Competitors Distribution: Alexander McQueen Ships to 100 countries World Wide. Brick and Mortar Stores Include: 2 China, 2 Hong Kong, 1 Italy, 7 Japan, 1 Kuwait, 1 Lebanon, 1 Matsuya, 1 Qatar, 1 Turkey, 1 United Arab Emirates, 2 United Kingdom, 6 United States of America.
Altuzarra
Ships to 170 countries World Wide. Brick and Mortar Stores Include: 1 Brazil, 3 Canada, 5 China, 1 Germany, 1 Greece, 2 Hong Kong, 1 Italy, 1 Japan, 1 Kuwait, 1 Lebanon, 1 Monaco, 2 Russia, 1 South Korea, 1 Sweden, 1 Turkey, 2 Ukraine, 4 United Kingdom, 23 United States of America.
Balenciaga
Ships to 90 countries World Wide. Brick and Mortar Stores Include: 12 China, 1 Cyprus, 10 France, 1 Greece, 3 Hong Kong, 1 Indonesia, 4 Italy, 22 Japan, 1 Kuwait, 1 Lebanon, 1 Malaysia, 1 Philippines, 1 Qatar, 1 Russia, 1 Saudi Arabia, 1 Singapore, 7 South Korea, 5 Taiwan, 1 Thailand, 2 United
Balmain
Ships to 170 countries World Wide. Brick and Mortar Stores Include: 1 Andorra, 6 Australia, 3 Austria, 2 Azerbaijan, 1 Belarus, 7 Belgium, 6 Brazil, 8 Canada, 8 China, 1 Denmark, 1 Finland, 27 France, 17 Germany, 1 Greece, 1 Iraq, 1 Ireland, 1 Israel, 39 Italy, 18 Japan, 1 Kazakhstan, 10 Korea, 1 Lebanon, 2 Luxembourg, 1 Monaco, 5 Netherlands, 1 Norway, 1 Poland, 7 Russia, 1 St. Bathelemy, 2 Singapore, 7 Spain, 2 Sweden, 5 Switzerland, 2 Taiwan, 1 Thailand, 1 Turkey, 2 Ukraine, 2 United Arab Emirates, 9 United Kingdom, 20 United States of America, 1 Uzbekistan.
Christopher Kane
Ships to 170 countries World Wide. Brick and Mortar Stores Include: 0.
Etro
Ships to 19 countries World Wide. Brick and Mortar Stores Include: 2 Austria, 2 Azerbajan, 14 China, 1 Czech Republic, 2 France, 7 Germany, 1 Indonesia, 11 Italy, 41 Japan, 1 Kazakhstan, 1 Kuwait,
Givenchy Ships to 170 countries World Wide. Brick and Mortar Stores Include: 1 Bahrain, 1 Beirut, 10 Canada, 12 China, 7 France, 1 Guam, 1 Indonesia, 1 Italy, 9 Japan, 2 Kuwait, 1 Malaysia, 1 Philippines 1 Qatar, 4 Saudi Arabia, 2 Singapore, 3 South Korea, 3 United Arab Emirates, 3 United Kingdom, 238 United States of America, 1 Vietnam.
Jeremy Scott
Ships to 242 countries World Wide. Brick and Mortar Stores Include: 0.
Prada
Ships to 21 countries World Wide. Brick and Mortar Stores Include: 7 Australia, 1 Austria, 4 Brazil, 8 Canada, 1 Czech Republic, 16 France, 7 Germany, 1 Greece, 1 Ireland, 23 Italy, 1 Kuwait, 1 Mexico, 2 Monaco, 2 Morocco, 1 Portugal, 1 Qatar, 8 Russia, 2 Turkey, 5 Spain, 1 Sweden, 4 Switzerland, 1 Ukraine, 5 United Arab Emirates, 13 United Kingdom, 43 United States of America.
Proenza Schouler
Ships to 170 countries World Wide. Brick and Mortar Stores Include: 2 United States of America.
River Island
Ships to 127 countries World Wide. Brick and Mortar Stores Include: 1 Bahrain, 1 Belgium, 3 France, 1 Georgia, 24 Ireland, 4 Kuwait, 1 Macau, 1 Malaysia, 5 Netherlands, 2 Philippines, 11 Poland, 1 Qatar, 9 Russia, 11 Saudi Arabia, 1 Spain, 3 Ukraine, 4 United Arab Emirates, 249 United Kingdom.
Saint Laurent
Ships to 60 countries World Wide. Brick and Mortar Stores Include: 1 Azerbaijan, 1 Casablanca, 15 China, 8 France, 4 Germany, 5 Hong Kong, 1 Indonesia, 4 Italy, 21 Japan, 2 Kuwait, 1 Lebanon, 1 Monaco, 1 Poland, 3 Russia, 1 Saudi Arabia, 1 Singapore, 2 Spain, 12 South Korea, 8 Taiwan, 1 Thailand, 1 Turkey, 1 Ukraine, 6 United Arab Emirates, 6 United Kingdom, 16 United States of America.
Rick Owens
Ships to 227 countries World Wide. Brick and Mortar Stores Include: 1 France, 2 Hong Kong, 1 Japan, 1 United Kingdom, and 2 United States of America.
Vivienne Westwood
Ships to 46 countries World Wide.
Brand Identity Matrix:1
1
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