Prof: Quy Cory Quach FALL 2016 FASM 410 - Retail Management Maria Luisa Sanchez CONTRIBUTORS Interior Design Students Shreya Sumani Bhavika Suni Savannah College of Art and Design
TABLE OF CONTENTS History
5-6
Identity
7-8
Size & Scope
9-10
Marketing Strategy
11-12
Products
13-15
SWOT
16-20
Customer Profiles
21-25
Competitors • Urania Gazelli • Moschino • Charlotte Olympia
26-30
Location
31-43
Store
44-48
Design Inspiration
49-54
Social Media
55-58
Promotion
59-60
Pricing
61
Product Assortment
62-63
Mood Board
64-67
Pop Up variation Final Pop Up Shop -Floor plan (Open space, closed space) -Light Elevation -Planogram -Final Rendering
68-76
77-78
Refrences
history
Wear love everywhere you go… •
Maria Sole Cecchi and Andrea Cecchi are the founders of the funcorky, loving luxury handbag brand,Les Petit Joueurs.
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She enrolled in Law school, went out one night in Paris at the very young age of 20 years old, glued legos into her bag and made history.
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CEO Maria Sole dropped out of law school moved to Brazil and started her business with 10,000 EUR.
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Worked very hard between Florence and Brazil and launched their first collection in Spring of 2014.
identity
why did it make a huge impact? Her family was in the retail business, since she was little she learned from observing what sold and what didn’t. Learned how trends changed, what buyers liked and the interests of the customers. Les Petits is classified as a brand that sells luxury handbags. It made a huge impact on bloggers and on street style because of the innovation of the bags. The brand represents fun bags that are very rare and it has personality. It’s easy to carry and is accessible to the luxury market. The brand has bags that differentiate from others and brings uniqueness to the customers. They key component is the collaboration with legos that represents “a little piece of art wherever you go”.
Photographers love the bags and they helped promote the brand, as soon as they saw the bags in the streets they loved it. Also bloggers and street style where the factors that made the brand be recognized.
SIZE & SCOPE
COMPany size •
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Les Petits Joueurs has a single location in Florence in Via de T’ornabuoni (historic shopping) that opened this past September 2016. It occupies approximately 862 square-foot.
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They are now in more than 250 stores, 145 countries worldwide and in 5 continents.
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They sell through Ecommerce: Bergdorfs Goodman, Shopbop, Luisaviaroma, Neiman Marcus, among others.
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They are not new to the Asian market they are in: China, Chengdu, Nanjing, Shanghai, Yangzhou, Hong Kong, Indonesia, Japan, Macau among others.
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They launched their first collection on 2014. Brand new to the market and they are selling and shipping worldwide.
MARKETING STRATEGY
STRATEGIES To sell in a place or region they don’t know they will contact or influencers from that area, to step up their - They launched their first collection on 2014.Brand new tobloggers the market and they are doing very well selling worldwide. market game and recognition. •
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In 2015, thanks to these strategies in the market they have achieved 90% sell through rate, it’s still nowadays its largest the brand has achieved. also ordering 60,000 brick legos.
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Regularly they order around 150,000 brick legos for their collections.
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Les Petits offers variety of shapes, sizes and colors to their customer, giving them several options to choose.
PRODUCTS
According to WWD Les Petits was the most-carried bag of Fashion Month Spring 2016, It’s an IT-bag. All of this bags come in several sizes and shapes with a story and inspiration behind it. When purchasing a product the brand will describe it in a fun way and by loving phrases. There are some references to current trends, such as the mini bags, micro buckets and fringes, but they always keep faithful to the brand’s identity, the use of legos.
products include Backpacks Bucket bags Clutch bag Mini bags Shoulder bags Tote bags Pop icons
SWOT ANALYSIS
strength S*Compared
to high fashion luxury handbags they have an affordable price, (USD $200-$1,200). *Iconic season- that shoppers seem to come back to the store every time to buy (season-less collection). The most popular and identifiable pieces. *Collaborating directly with the lego factory to create a fun and corky bag. *Because of the personality of the bags corky and fun it has been successful. Les Petits differentiate as innovative and different brand. *Educate the costumer by including all the types of material that the bags have and where they come from( type of leather and %) it will give all the details of the bag. *Informative to the customer.
WEAKNESS
* Limited time offering certain collections that will never return.
*Such crazy bag will make you want to think it several times before buying it,directed to a specific costumer, edgier, riskier. It will make second guess the decision. *Due to its popularity bags in matter of seconds might be sold out.
OPPORTUNITY *For 2017 they will launch a new “it bag” the camera shape bag. With the opportunity of gloving a new design to customers. *When they stabilize the brand they will move into the shoe market, with the same concept of ‘corky and different”. Also move towards men’s accessories. *Trending party bags inspired by color and shapes. *Opened their first flagship three story store in Florence, September 2016.
THREAT *Stabilize the brands identity before moving to a different market. * The brand’s greatest challenge is to promote a product that will not be lego based, the brands top seller product.
customer profile
“
It’s always exciting to see celebrities enjoying my bags—from Amal Clooney, the epitome of classical elegance, to Kylie Jenner, who represents the fun, hip fashion lover.
” Maria Sole CEO Les Petits Joueurs
Amanda Johnson, 37 Innovator Her name is Amanda Johnson, she currently lives in New York City, Manhattan in Chelsea area. She is 37 years old, she has a BFA in journalism and went to the University of Brown in Rhode Island. Currently she works for Conde Nast as a writer. She has a deep love for writing, traveling and fashion, staying active, being outdoors and doing yoga is what’s she's all about. Nevertheless, on the weekends she likes to go to art exhibits where she can truly appreciate art. She likes emerging designers in fashion that bring some innovation and excitement to the industry. She also likes wearing statement pieces and mixing pops of colors into her outfits. Amanda is an innovator and very independent.
Heather knowls , 22 Experiencer Her name is Heather Knowls, she currently lives in San Fransisco, CA. She is 22 years old, and studying in the Academy of Art University pursuing her career in Fashion Marketing and Management. She has a deep love for reading traveling and spending time with her friends. On the weekends she likes exploring vintage markets and discovering new things. Heather is an experiencer that likes adventure and being free-spirited. In her outfits she likes to wear basic and comfortable clothes so she can play with bold accessories and give her own touch of style. Her favorite brands are Rag&Bone, COS and Sandro.
competitors
URANIA GAZELLI
MOSCHINO
charlotte olympia
URINA GAZELLI •
The brand is based in Athens, Greece and was founded in spring of 2012.
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Handmade acrylic /plexiglass bags with a story behind every collection.
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Whimsical and innovative designs
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Targeting customers from 18-30 years old.
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Price range rom (USD $200- $1,500)
MOSCHINO
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Italian worldwide known brand since 1983
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Adapts and creates motif bags for every collection.
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Eccentric, colorful bags with personality.
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Price range $200- $4,500
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LOVE Moschino (secondary brand more affordable)
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Cheap & Chic (subsidiary brand)
CHARLOTTE OLYMPIA •
Launched the collection in 2008
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The brand is influenced by classic Hollywood cinema and the era of the 50’s.
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Her mission to create accessories that are fun, luxurious and feminine.
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Price range from USD $300-3,000
LOCATION
Times Square Hong Kong, 1 Matheson St, Causeway Bay - Times square = the core of a “Greater times square� cluster of high-traffic shopping, entertainment, dining and lifestyle, and enhances the appeal of the region.
*The Wharf (Holdings) limited Annual Report 2014
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Among the most successful malls in the world and remains a must-visit shopping in Hong Kong.
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In 2014 retail sales grew by 11% to set another record of HK$10.5 billion
Times Square Hong Kong, 1 Matheson St, Causeway Bay
DEMOGRAPHICS Percentage of population in districts % 25-64 65+ 0-14 15-24
65% 13% 11.7% 11%
Monthly average income $HK 42,000 Rented space in LC = 100-200 square feet
-Causeway Bay MTR -Tourist location -Average store visit 20 minutes -Workers
*The Wharf (Holdings) limited Annual Report 2014 Population and Household Statistics Analyzed by District Council District 2013 Census and Statistics Department, Hong Kong Special Administrative Region
pop ups in lane crawford
ANYA HINDMARCH LAUNCHES A POP UP MOTIF CAFE -2016
Demographics Labour participation rate in Central Area Female/Age group 25-54 80% 15-24 36.5% 55+ 22.3%
The Landmark, 12-16 Des Voeux Road, Central, Hong Kong.
-Monthly average age between male and female around this area 39/40 -Monthly Average income 35,000-42,000 -Central metro -One of the most visited roads -Accessible to tourists -Working zone -Trendy area
Population and Household Statistics Analyzed by District Council District 2013 Census and Statistics Department, Hong Kong Special Administrative Region
pop ups in lanDMARK CHARLOTTE OLYMPIA X PEDDER
-Direct competitor -Thematic accessories -Launched for four months -Featured exclusives -Engaging for the audience due to thematic concept. -Primordial location -Aprox 300 square ft
16-18 Queen's Road Central, Central, Hong Kong
-Founded in 1971 and continuously supporting emerging designers with creative talent worldwide. JOYCE Group is Asia’s vanguard of fashion retail, brand management and distribution. 16-18 Queen's Road Central, Central, Hong Kong
Demographics -Monthly average age between male and female around this area 39-40. -Monthly Average income HK $35,000-HK$42,000
Population and Household Statistics Analyzed by District Council District 2013 Census and Statistics Department, Hong Kong Special Administrative Region
Joyce boutique located on central offers the variety of designer such as: -Charlotte Olympia -Celine -Marni -Alexander Mcqueen -Stella Mccartney -Victoria Beckham
Dior POP UP STORE
final location
DEMOGRAPHICS Percentage of population in districts % 25-64 65+ 0-14 15-24
65% 13% 11.7% 11%
Monthly average income $HK 42,000 Location 4th Floor/ European designers -Causeway Bay MTR -Tourist attraction -Restaurants -Workers
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Multi-brand: -I.T -i.t -double park -ete!
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I.T store started in 1988 with a 200 square foot the only purpose of promoting emerging designers that were not available in Hong Kong and where not known in this area.
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Later began gaining recognition for being a shop that offers fun and fresh fashion.
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Young and edgy.
it.hk.com
-UP
OBJECTIVES •
Build a stronger relationship with I.T local high end stores.
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I.t statement
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“We are the home of sophisticated labels of fashion, and the place for younger customers to find the best in fun, edgy, casual wear.”
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New and unknown brands is what I.T is all about supporting innovative emerging designers.
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I.t helps test new brand to the market by carrying new products.
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Promotes their new collection and the seasonsless pop icons.
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Launch the Pop up shop 15 days before Chinese new year/ 3 day event.
Via De’ Tornabuoni-Firenze, Florence
STORE
Minimalistic stands, mirrors, modern tables, hangers
DESIGN INSPIRATION
POPS & CONTRASTING COLORS
Stools & Chairs
Colorful stools
Minimalistic chairs
Contrast in textures
VELVET COLORFUL SOFAS
FLOORING Black & white rugs
SHELVING
social media
PROMOTION
MOOD BOARD
ORIGINAL
INNOVATIVE POP-COLOR CORKY
PLAYFUL YOUTHFUL
Wear love everywhere you go…
pop up variations
• • •
Took the approach and concept of luxurious. Implemented a minimal aspects in figures. Materials used: gold for circular shelving and stools,black and white walls, soft rug.
Bhavika Suni
FINAL POP UP
OPEN FLOOR PLAN • • • •
Interactive as a lego. Full rounded space. Easy to open and close. Engaging to the public.
CLOSED FLOOR PLAN • •
Engaging to the public Lego concept playful as the brand.
LIGHT ELEVATION • • • •
Lighting is fundamental for accentuating the bags details Great for creating a luxury ambient. Helps emphasize the bags. It shows hierarchy.
PLANOGRAM • •
In this planogram it shows how the bags are displayed and merchandised. On the right side the Pop Icons are displayed and on the left side the new collection Fall Winter 2016-17 is being showed to the customers.
Shreya Sumani
RENDERING • • •
True to the aesthetic of the brand. Luxurious, playful and fun. Emphasizing the main characters (bags).
Final Rendering
PRICING PRICE POINTS Categories
Pop Icons
Clutches
HK$ 4,200 -
HK$ 5,000
Mini Bags
HK$ 6,200 -
HK$ 6,500
Shoulder Bags
HK$ 7,600 -
HK$ 8,600
Bucket Bags
HK$ 8,900 -
HK$10,000
Backpacks
HK$ 6,900-
HK$7,200
PRODUCT ASSORTMENT Clutches
% Total 25%
Mini Bags
25%
Shoulder Bags
15%
Bucket Bags
25%
Backpacks
10%
Classification
Total
100%
Focus Product Category: Handbags • Top Category investments are clutches and mini bags
Key Items S/S 17: Bags - Trends
Key Items S/S 17: Bags - Trends According WGSN for this upcoming Spring/ Summer 2017 we have seen several key statements for bags such as: The modern sport, vibrant colors, the bucket bag, boxy shapes, hand box clutch and the return of the mini bag. This trends made us select high % in the boxy shape clutches and in the mini bags because we believe it will be an opportunity and it will make a positive impact on consumers. Les petits Joueurs customer is about being fashionable, on trend and is not afraid of taking risks.
WGSN.COM
REFERENCES Schmelzer, Flora. "Anya Hindmarch Launches a Pop-up Café at Lane Crawford." LifestyleAsia. N.p., 18 July 2016. Web. 17 Oct. 2016.
"On Pedder." LANDMARK Hong Kong. N.p., n.d. Web. 17 Oct. 2016.
Pop-up Fashion | Hong Kong Means Business. (n.d.). Retrieved October 17, 2016, from http:/ hkmb.hktdc.com/en/1X09VSF9/market-spotlight/Pop-up-Fashion “JOYCE.” Hong Kong.Np Web. 17 Oct. 2016. *The Wharf (Holdings) limited Annual Report 2014 Population and Household Statistics Analyzed, by District Council District 2013.Census and Statistics Department, Hong Kong Special Administrative Region. April 2014. Web Oct 17. 2016 Pinterest Web. 17 Oct 2016 Les petites Joueurs Web. www.lespetitesjoueurs.com, Web 17 oct 2016
Eytan, D. (2016, September 25). Handbag Brand Les Petits Joueurs Opens New Store At Prime Location. Retrieved November 14, 2016, from http://www.forbes.com/ Kliest, N. (2015, October 23). The bag lines every girl is wearing | WhoWhatWear AU. Retrieved November 14, 2016, from http://www.whowhatwear.com.au/ People. (n.d.). Retrieved November 14, 2016, from https://www.lespetitsjoueurs.com/pages/ people D. Swarovski Distribution GmbH - www.crystals-from-swarovski.com. (n.d.). Magazine. Retrieved November 14, 2016 I.T - Home. (n.d.). Retrieved November 14, 2016, from https://www.ithk.com/eng/html/front/ index.html WGSN | Create Tomorrow | Trend Forecasting & Analytics. (n.d.). Retrieved November 14, 2016, from https://www.wgsn.com/en/ Luxury Lifestyle in Hong Kong | Hong Kong Tatler. (n.d.). Retrieved November 14, 2016, from http://hk.asiatatler.com/