PARADOX Amsterdam
BUSINESS PLAN
TABLE OF CONTENT
1. 2. 3.
THE INTRO . THE COMPANY . THE MARKET .
4.
PRODUCTION
5.
MARKETING STRATEGY
6. 7.
- Business summary - Mission, Vison & Values - Brand DNA and moodboard - Trends and opportunities - Competitors - The target group - Supply chain
. - SWOT analysis
. OPERATIONAL PLAN
- 5, P’s of Marketing
. FINANCIAL PLAN .
8.
- Problem - Solution
FUTURE GOALS
- Start up & On-going costs - Cost of Goods - Operational plan
- Mid-term goals - Long-term goals
THE INTRO
1.
PROBLEM Since technology and design keep on developing and consumers get more lazy because of having the best of everything in one product or service, is it time to also introduce this market trend; ‘All in one’ to the bag and accessories sector. From personal experiences, and the research showed that the majority of all woman with a passion and love for bags experience the same problem, namely; keep on forgetting your belongings in one of the many bags that woman own. Most woman have a special bag that they use at work, who has a minimalistic design. A simple designed hand bag during day time, so that woman do not need to worry about the combination of their clothes together with the bag. But still do look professional because of the quality bag. But then in the evening when you go out, to for example visit friends in bar. You like to dress up a little bit more, not just simple outfit with the bag, but something more sophisticated and fashionable. So you will take your fancy bag and hurry to the bar, order a drink and want to pay, but find out you forget your wallet, who is still in the working bag.
PROBLEM AND SOLUTION
1.
PRIMARY DATA Do you recognize the problem of forgetting your belongings when switching bags? 16,7% Yes, very often. Sometimes.
83,3%
No, never.
Source: questionnaire results.
SOLUTION The solution is to introduce a new bag label who produces minimalistic designed handbags with exchangeable range of flaps, that consumers can change to give the bag a total different look, and in this way can use for every accusation. - You cannot forget your personal belongings. Such as keys or special cards who are dropped in a one of the many bags that most woman own. Before you figured out in which of those bags your personal belongings are you mist your bus, train or are late at work. - Produce a bag that can be used during day time but also at evening, professional look during day time and a fashionable exclusive look during the evening or special events. -Entre the new market Price quality ratio needs to be good, the bag needs to be affordable for Amsterdam based working woman in the middle economic class - Blue ocean strategy since there a no fashion labels who offer a product with a style combination in the price range as we do.
THE COMPANY
2.
BUSINESS SUMMARY Paradox is an Amsterdam based bag label with Scandinavian influences. ‘Where minimalistic design meets quirky fashionable details’. The brand identity is a mixture of the Scandinavian minimalistic and classy style in combination with the more outspoken Dutch style. The quality leather bags are designed for woman in the age group of 21 up till 35 years old. Because of the design & quality, the paradox bags are made for everyday life. The uniqueness of the paradox bags are the exchangeable flaps, that can easily be attached to the bags with zippers. This gives the bag a professional look for the day, and can give the bag an fashionable exclusive look for evening and special events, by switching flaps. This gives the owner the opportunity to not have to change bags at any point during the day. For Paradox Amsterdam is quality more important than quantity, so we produce 8 bags a year, 4 in Spring/Summer and 4 in Autumn/Winter. The first collection will also consist of 4 different designed flaps.
Business name: Paradox Amsterdam Legal form: Small employed company (Eenmanszaak) Administration: IBEO Price/rate value added tax: 21% Frequency value added tax: Quarterly Assurance: - Company liability (bedrijfsaansprakelijkheid) - Disability act (arbeidsongeschiktheid) - Legal aid (rechtsbijstand)
MISSION + VISION AND VALUES
2.
THE MISSION “To offer minimalistic styled handbags with quirky exchangable details for a fair price, to let individuals express themselves and fit in - while standing out”.
THE VISION “To make woman in the Benelux and Scandinavia aware of Paradox Amsterdam, and to offer them the joy of having a Paradox bag every single day”.
THE VALUES CHART Price / Quality: Paradox Amsterdam aims to have a good price quality ratio for all its products. Passion: Paradox Amsterdam has a big passion for bags & cultures, and wants to share this with the rest of the world. Original: Paradox Amsterdam has a unique and original taste of combining different styles into one piece. Integrity: Paradox Amsterdam believes in being open, honest and fair to their customers and potential customers. Diversity: Paradox Amsterdam accepts people with different views, strengths, interests, religion and cultural backgrounds. Scandinavian influences
Adjustable details
Offer unique and original designed hand- bags
Diversity
Minimalistic design Quality
Creative
Integrity towards its potential customers
DUTCH BASED BAG LABEL
Build a personal relationship with customers
Original
Dutch Be accessible online and in many Dutch stores
Exclusive
Fair Price
2 styles combined
Passion
BRAND IDENTITY
2.
The brand identity of Paradox Amsterdam is very minimalistic designed. The primary logo has a black font and white background, the secondary logo has a black background with a white font. The name Paradox comes from the unique combination of styles who are combined in the designs of the bags. The minimalistic side compared to the more outspoken and quirky details. The horizontal stripe in the middle presents the zipper, that you can find on the bags, where the extras pieces can be attached too. The X, the last letter of the brand name is used as the logo icon, you can find this back on the bags and social media. The ‘X’ stands for Amsterdam, city of origin of Paradox Amsterdam (XXX). The brand colours are Black, what stands for powerful, sophisticated and elegance. The cognac brown is added to the brand colours to give it a warm, and friendly look. The colour gold is added to give the brand an exclusive look, the colour is only used for very small details. The colour blue gives the palette some contrast, and has played a big role in the history of the Netherlands. Black white and Grey are the minimalistic basic colours that belong to the brand. The font of the word mark logo is called: Basic Title font, regular. The font of the city of origin below the word mark is: Minion Pro, regular.
The logo: word mark
PARADOX Amsterdam
Secondairy logo
logo: Icon
XX X
PARADOX Amsterdam
brand colours
brand fonts BASIC TITLE FONT / REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890 MINION PRO / REGULAR
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890
brand pattern
INSPIRATION AND COLOUR BOARD
2.
Leather Amsterdam Dutch roots Sparkle of gold
Minimalistic design with a wink to quirky fashionable details Pure Quality products
THE MARKET
3.
ABOUT THE MARKET
The accessories/bags & luggage sector will change in the upcoming years, so also the shopping streets. The physical shops will most probably use a pull strategy towards consumers, what will increase the atmosphere, quality and personal attention and offer them some value they do not get when they shop online. Personal attention, time, personal colour & styling advice are likely to play a big role in this new way of shopping. Therefore we can expect that web-shops will continue also with new ideas to give customers an exclusive, luxurious and personal shopping experience online. The numbers of CBS (Centraal Bureau voor Statistiek, Statistics Netherlands) show that the Dutch luxury industry has increased by 4% within the last year. Consumers are willing to spend more money on fashion items, the sector has currently turnover an increase of 1,4%, this is the biggest turnover growth in the last 8 years. So, after the economic crisis and the difficult times in the fashion retail industry, consumers are more confident again, and willing to spend their money. The Netherlands has nowadays around 30.000 web-shop. In comparison with physical shops are the online purchases growing fast, an increase of 20% in the last year.
MARKET TRENDS - Online strategies such as web-shops are a must, not necessary online sales, but especially the interaction and personal attention towards the customer. - Different retails are thinking about removing the sales period, because of the low margin and slowly disappearing seasonal collections. But this will be difficult because of the competition. - Shorter fashion cycles. More collections, with fewer items. Hereby can retailers look at the customer needs. -
People will use the internet and web-shops for orientation
-
Brands will take the role of retailer with flag ship stores.
- Growth of small and young retails who want to establish in the city centres and collaborate with other young retailers.
OPPORTUNITIES & TREATS -
Consumer atmosphere
- Entrepreneurs need to distinguish themselves through a clear target group choice -
Effective use of date, customer details and communication.
- The hybrid consumer why chooses between good service, advice, design and quality on the one hand and price, speed on the other hand. Source: Rabobank, Dutch market
PRIMARY DATA Where do you shop for a new bag?
41,2% 17,6% 35,3%
Online High street Independent boutiques Department stores
Where do you usally take inspiration for new purchases? Friends & Family Celebrities
23,5% 17,6%
People in my local area 23,5% Magazines
35,3%
Fashion blogs Styling in stores
76,5% 64,7%
Source: questionnaire results.
FASHION TRENDS
Two interesting fashion trends for A/W 2018 are: LAND OF THE DREAMER: Land of the dreamer is this season’s girlie trend, as swans, birds and bugs are the new “animals” of interest. There is a slight surrealist viewpoint as layered graphics and humanized creatures add excitement.
EVERYTHING AND NOTHING: Stark, minimalist and straight to the point verbiage graphics are important for Fall, as their content is as strong as their presentation. Messages of change, power and attitude’s are key, as well as the ironic loss of branding. Since Paradox Amsterdam stands for the unique comibnation of two styles, the brand is also interesting in combining the new trends. These two trends are especially intersting for Paradox Amsterdam, because they are paradox to each other. The colour trends for Autumn Winter 2018 mostly nature based, with some pastels. You do not see many bright colours in the upcoming season.
LAND OF THE DREAMER
EVERYTHING AND NOTHING
THE COMPETITORS
3.
The most important competitors of Paradox Amsterdam are: - Fabienne Chapot - Smaak Amsterdam - Fred de la Bretogniere - Vlieger & Van Dam - Cowboysbags - By LouLou - Furla All these brands have in common that they are Dutch, and active in Amsterdam. The 6 competitors are used in the model: Points of Parity and Points of difference and a Perceptual map. To show where Paradox Amsterdam is located in comparison with its competitors.
POP’S AND POD’S Brands compared to Paradox Amsterdam
Fabienne Chapot
Smaak Amsterdam
Points of Parity
Points of Difference
- Good quality leather bags - Sell in retail stores & online - Active on same social media channels
- Outspoken female design - Very colourfull designs - Also sell clothing & shoes - No exchangable flap - Have a brandstore
- High quality leather bags - High quality leather bags - Minimalistic design - Sell in retail stores & - Sell in retail stores & online online - Have a brand store -Active on same social media channels
- High quality leather bags - No exchangeable flaps or - Sell in retail stores & details. Fred de la Bertogniere online - Also offer other shoes - Minimalistic design - Active on same social media channels Vlieger & Van Dam
- High quality leather bags - No exchangable flaps - Sell in retail stores & - Price difference online - Minimalistic design with quirky patch on/in bags. - Active on same social media channels
Cowboys bags
- Sell in retail stores & online - Price range - Active on same social media channels
- Rubustic & masculine style - No exchangable flaps - Wide range of bags - Also offer other products
By Lou Lou
- Sell in retail stores & online - Price range - Active on same social media channels
- No exchangable details - Girly style - Fake leather products - Also offer other accessories
PERCEPTUAL MAP Paradox Amsterdam is located in a blue ocean. The six biggest competitors have higher prices or are not as exclusive as Paradox Amsterdam.
PRIMARY DATA How much do you normally spend on a new bag?
How often do you purchase a new bag?
23,5%
23,5%
47,1%
47,1%
11,8%
29,4% 11,8% Once per month.
€20 - €50.
Once per 6 months.
€51 - €80.
Once per year.
€81 - €100.
Once per 2 years.
€101 - €200. €201 - €400. Over €400.
What are the 2 main criterias when purchasing a new bag? Quality
35,3%
Price
41,2% 29,4%
Comfort Style Colour
70,6% 17,6%
Material 11,8% Brand Organic, Fair trade 0% or Sustainable
23,5%
Source: questionnaire results.
BLUE OCEAN But why exactly will Paradox Amsterdam be successful? According to the Market analysis, you see that the brand is located in a blue ocean, there are no competitors who come near Paradox Amsterdam’s price and exclusivity range . Since many Dutch woman recognize the problem of forgetting their belongings when switching between bags, is there a new consumer need. Paradox Amsterdam will take the opportunity to enter this new market. There are competitors such as Furla, who also came with the idea of producing bags with exchangeable flaps, but the big difference between Furla and Paradox Amsterdam is the price. Furla offers its bags for the price of €250 and the exchangeable flap for €150. Paradox’s primary market research (see models on left page) showed that the majority of Dutch woman normally spend between € 50 and €80. This means that the majority of the potential target group of Paradox Amsterdam is not willing to spend this amount of many on one bag, especially not when the brand does not have a big awareness. Dutch woman are known for wanting to have the best product for the best price. A reason why the Paradox Amsterdam bags needs to be a made from a good quality leather, need to have a good design for a good price. The research also showed (see models left0 that the potential target group values style as the most important criteria when purchasing a new bag (70,6%). Followed by Quality, Price and Comfort, as other criteria. Paradox Amsterdam used this information when designing the first collection bags and exchangeable flaps. (Autumn / Winter 2018)
THE TARGET GROUP
3.
The target group of Paradox Amsterdam are mainly woman in the age group of 21 up till 35 years old. Woman who interested in handmade leather bags from a good quality / price ratio. To visualize the target group of Paradox there is formed a profile of one person, a fictive person who presents the target group. This I - person is called Anouk and is 29 years old. Her life situation, way of live, hobbies and interested are subscribed in the profile on the next page. This profile is created to remember the target group when introducing a new strategy for the brand, and to make sure the new idea fits the target group of Paradox Amsterdam.
GEOGRAPHICAL The country where the target group is located is the Netherlands, who has currently a population of 16.8 Million inhabitants. Paradox is based in Amsterdam, this city has around 800.000 inhabitants with 51% females.
DEMOGRAPHIC The age group of the target customers of Paradox Amsterdam are between 21-35, who are mainly woman. The life situation of the target group is; woman who have a full-time job and possibly a family. The income of these woman is approximately +/- 2500 euros per month, middle to high education, no special religion, European
PSYCHOGRAPHIC Working, middle social class, like to hang out with friends & family, passion for fashion, dare to wear something different/ stand out
BEHAVIOURAL Young woman with confident style who have a passion for fashion. Woman who like a minimalistic style in day time and prefer quality over quantity. These women have a special eye for details, and dare to be different from time to time. Paradox Amsterdam woman are well-aware of the fashion trends. They thend towards the middle overall range price items, but may accoasionally splash out on an expensive label. A typical shopping trip will consist of a wander around the shops close to their place of work, to buy that one special item or few smaller items. They will also make use of online shopping, in the search of the perfect item to compement their style. They will check new brands out mainly on Instagram and the website to check out a new fashion brand.
THE TARGET GROUP B2C
3.
Name: Anouk Profession:
Marketing manager for a beauty product
Age: 29 Years old Education:
Bachelor Degree in Marketing & Communication
Personal situation:
Anouk lives together with her boyfriend in Amsterdam. She has a fulltime job.
Hobbies:
Reading magazines, Sporting, having dinner with friends, travelling and shopping
Magazines:
Dutch magazines such as Linda and Flow, and Vogue and ELLE interior.
Web shops:
Zara, Top-shop, Zalando, Bijenkorf
Social Media:
Instagram, YouTube, Facebook, Pinterest and Snapchat
Personality:
Anouk knows what she wants, she is enthusiastic, open-minded, spontaneous and creative.
BRAND PERSONA
Social Butterfly
THE TARGET GROUP B2B
3.
Reason why B2B and B2C. Research showed that most people need to see and feel the back in real life, by looking at it in a retail store. By purchases of products from a good quality who will have a durable life time, people need to have trust in the product and especially in the brand. Since the Paradox Amsterdam is a brand new bag label, and does not have any awareness or trust from customer yet, will the bags be offered in selected retail stores in Amsterdam, so that potential customers can view and feel the bag in real life. Bag labels who sell in retail stores do all have a web shop as well. Customers like to check products and brands online before purchasing a new product from a new brand.
PARADOX Amsterdam
X BANK ‘X BANK is a 700 m2 hybrid store in the centre of Amsterdam presenting the most comprehensive collection of predominantly Dutch fashion, art and design in the world’. ‘X BANK presents collections, events, and programs from fashion, design, and artistic talent. By providing a local and international platform for artists, designers, and creators, we present the new Dutch D.N.A – one that is local and global. A clear reflection of the creative industry today. Our main objective is to supply the public with access to unique products and programming year-round’. X Bank is located at the Spuistraat 172 in Amsterdam. (www.xbank.amsterdam)
WHY? - customer friendly + attention - good location - brands they offer - Store styling - good reputation - active on social media
BLES CONCEPT ‘The fifty square-meters counting venue, aims to reinvent the concept of retail. Customers are invited to dive into the world of Bles Concept, while being treated on a conceptual experience, filled with fashion, high-tech gadgets, art, street wear and rare vintage items’. ‘An inimitable mix & match, modelled after its customers, bringing people together. Reactive, determined, influential and passionate. Yet visionary and spontaneous. That is the Bles Concept spirit’ The store features exclusivities, pre-releases, limited editions, established designers, new talents and even long forgotten rare vintage items. Resulting in an eclectic, highly original concept, where modernity, originality and a careful attention to quality, go hand in hand’. Bles Concept is located at the Gelderlandplein 141 in Amsterdam. (www.blesconcept.nl)
WHY? - customer friendly + attention + stylign service - location - brands they offer - Store styling and presentation - good reputation - active on social media
DE BIJENKORF ‘De Bijenkorf is already a successful brand for more than 140 years. The stores, expressions, assortment and the employees all together carry out the identity of De Bijenkorf. The four brand values of De Bijenkorf are: Customer-oriented, Inspiring, Stylish and Premium’. The mission is; ‘De Bijenkorf is the leading department store that with their passion for customers becomes every visit an experience.’ ‘De Bijenkorf is busy implementing their new premium experience strategy. Hereby will Bijenkorf reach an international top level with its brands, services and shopping experiences’. De Bijenkorf is located at the Dam 1 in Amsterdam. Other stores of De Bijenkorf are located in Amstelveen, Den Haag, Eindhoven, Maastricht, Rotterdam and Utrecht.
WHY? - customer friendly + attention, styling service - location - brands they offer - store styling and presentation - Good reputation - active on social media
(www.debijenkorf.nl)
HUTSPOT Hutspot searches for new and interesting brands, designers, artist and entrepreneurs, offering them the chance to expose their products in their own space within the shops. Open to new approaches, Hutspot is always on the lookout for unique products that have been created with care. In exchange for a small service fee and a commission over the sold products, Hutspot ensures all is in good hands. Hutspot is located at the Van Woustraat 4 & Rosengracht 204-2010 in Amsterdam. Hutspot also has stores in Utrecht, Eindhoven and Rotterdam. (www.hutspot.com)
WHY? - customer friendly + attention, styling service - location - brands they offer - store styling and presentation - well known - active on social media
RESTORED 5. Restored ‘Life has so much to offer but our daily lives can feel chaotic and overwhelming. We believe simplicity brings calm and beauty restores the balance in life. We want you to experience the power of pure and refined design. We work together with small labels and independent designers to bring you a collection of jewellery, ceramics, magazines, textiles and more. Restored is located at the Haarlemmerdijk 39 in Amsterdam. (www.restored.nl)
WHY? - customer friendly + attention, styling service - location - brands they offer - store styling and presentation - well known - active on social media
OU. BOUTIQUE ‘We tailored this online boutique towards the ultimate boutique lifestyle wishes we embrace. We travel, spot, curate, choose, try, pick and have hand selected the best boutique brands from all over the World. We are highly convinced a great story never started with a dull outfit. So… OU.? Ici you have to be. We mix these handpicked collections into great stories. Shoes from Milan, jeans from L.A., blazer from Copenhagen, handmade antique bracelet from London and that t-shirt from Paris: together the perfect ingredients for a lovely story to wear and tell.’ OU. Boutique is located at the Reestraat 16 in Amsterdam, and has a store in Haarlem. (www.boutiquestories.com)
WHY? - customer friendly + attention, styling service - location - brands they offer - store styling and presentation - well known - active on social media
THE PRODUCTION
6.
PRODUCTION AGENT Paradox Amsterdam will hire a production agent. This agent will get paid by Paradox Amsterdam to find new suppliers and or manufacturers. This will make the communication easier and the production can be followed closely. This will be an individual who is based in the manufacturing country.
PRODUCTION ATELIER Paradox Amsterdam bags will most probably get produced in China. Producing in China has many advantages for Paradox Amsterdam such as; - Lower costs - Better service for small companies - Higher output / Quicker time - Duplication capabilities The production agents will cause the language communication problem. The brand is not attached to a specific production atelier, so changes can be made in the future. For example when we design more difficult designs that can only produced in special ateliers somewhere else.
SUPPLY CHAIN PARADOX AMSTERDAM
6.
1
Research
2
Designing & Choosing materials and colours
9a
Customer orders bag at the webshop
10
Happy customer!
9b
Customer buys bag in retail store
4
First sample approved? Or make changes, untill it is correct.
3
First sample
Products arrive at the Paradox Amsterdam head office
OR
8
5
Start production
Packing all the bags, exchangable flaps and dustbags
6
Shipping from China to the Netherlands
7
MARKETING STRATEGY
7.
SWOT
- Ahead of competitors in terms of functional unique design - Strong quality products - Fair price - Located in blue ocean compared to competitors - Can easily adapt to new fashion trends - Raising economy (bag & accessories market)
S
- Create more brand awareness in the Netherlands (+ abroad in the future) - Expand business - Create lookbook - Plan a new marketing strategy - Start a collaboration
O
- No awareness yet - No sales yet - Depending on bank - Not sustainable
W - Raising competitors - dependent on leather supplier & haberdasheries. - Dependent on retail stores. - Depending on investors
T
OPERATIONAL pLAN
8.
OBJECTIVES - The first strategy of Paradox Amsterdam is to focus on product leadership, by introducing a unique designed A/W 2018 collection consisting of: 4 bags and 4 different designed exchangeable flaps, who are influenced by the fashion trends for A/W 2018. - Design packaging material for the bag and exchangeable flaps. - Create awareness tot the right target group by using social media channels; Facebook & Instagram. - Paradox Amsterdam values to have a close and personal relationship with its customers, therefore customers can start a chat on Facebook and get an answer within 3 hours. Customers who order a product on the web shop of Paradox Amsterdam, will get a thank you note for ordering a bag.
- Create relevant offline and online promotion material for Paradox Amsterdam, that can be used to promote the new brand by the potential target group. - Plan a collaboration with a Dutch well-known blogger, to promote the products and create trust by consumers.
marketing mix: PRODUCT
8.
The Autumn / Winter 2018 collection will consist of 1 cross-body bag available in 4 different colours; Black, Cognac brown, Grey / Blue and Blue. The X-bag collection is inpired by the Scandinavian minimalistic style, and so are the collection colours. The Paradox Amsterdam bags are made of cow and crocodile leather. The cross-body bag has a adjustable chain shoulder strap and magnetic fastener. The bag has an exchanable flap that can easily be switched by opening the zippers. The bag has a small compartment for cards on the inside. The bag will be packed in a white cotton dust-bag for protection. The lining is made of dark blue suede. The size of the X-bag is 20 x 15 cm.
EXCHANGABLE FLAP
The unique selling point of Paradox Amsterdam are the exchangeable flaps, who can easily be attached to the bag with two zippers. Paradox Amsterdam can easily follow the latest fashion trends, by designing a new collection of flaps. The rest of the bag will keep its minimalistic, classy and sophisticated style.
The A/W 2018 collection will have 4 different designed exchangeable flaps. These flaps are designed with quirky fashionable details who are inspired by the fashion trend: Land of Dreamer, where animals such as, bugs and bee’s play a big role. The exchangeable flaps are made from cow, croco or goat leather, and have two gold coloured metal zippers on the sides. The exchangeable flaps will carry different names such as: Bee flap, Croco Flap etc.
DUST - BAG
By every purchase of a Paradox Amsterdam X - bag comes a dust bag. These are especially designed to protect the bag. This dust bag can be used for travelling and to protect the bag at home for dust. The dust-bag is made of 100% cotton. The size of the dust-bag are; Length: 35 cm and Width 30 cm
PARADOX Amsterdam
EXCHANGABLE FLAP BOX
By every purchase of an exchangeable Paradox Amsterdam flap comes a protection box. These are especially designed to protect the exchangeable flap. This box can be used for travelling and to protect the flap at home for dust. The box is made from white card board. The size of the box are; Length 15 cm, Width 15 cm and Height of 4 cm.
marketing mix: PLACE
8.
Paradox Amsterdam has a website with shopping page., customers can easily order products online at the minimalistic but classy designed webpage. They can also get more information about the brand, and can get in contact by sending an emailing, or to call us. Customers can also find social media icons with link to all the Facebook & Instagram of Paradox Amsterdam. The web shop has 4 pictures of the cross-body bags, front, back, side, one atmospheric pictures to see the actual size of the product. The exchangeable flaps have 3 pictures; front, attached to bag and an atmospheric picture to see the actual size of the product. Besides ordering products at the web shop of Paradox Amsterdam, customers can also buy the products in one of the following retail stores in the Netherlands: - X bank - Bles Concept - De Bijenkorf - Hutspot - Restored - Ou. Boutique
THE WEBSHOP
www.paradoxamsterdam.wixsite.com/4444
marketing mix: PEOPLE
8.
The founder of Paradox Amsterdam the brand is: Marlon Verhoeven, an ambitious Dutch woman in her early twenties. Personal qualities: Extraverted: I am action oriented, outgoing, expressive, hands-on. Intuitive: I am an Imaginative person that is future oriented, conceptual and abstract. Feeling: I am empathetic, accepting, warm and value harmony. Perceiving: Spontaneous, flexible, open minded and adventurous. Other characteristics are: - Independent - Seek out creativity and freedom - Energetic and charismatic - Cooperative and friendly - Able to conceptualize ‘big-ideas’ and theories Personal Strengths: - Creative - Enthusiastic - Friendly - Knowledge in Fashion Design & Business Personal Weaknesses: - No experiences with setting up a business - Not talented with financial & administrative tasks
PERSONAL INFORMATION Name
Marlon Maria Elisabeth Charlotte Verhoeven
Gender Female Address
Brederodestraat 94, 4th floor
Postcode 1054VG City Amsterdam Phone number
+31 622893111
E-mail address marlon.v@live.nl Date of birth
11-11-1992
Nationality Dutch Marital status Single Education: -
Fashion & Design, Koning Willem 1 College
-
Education First, Intensive English course, London
-
AP Degree Design, Business & Technology, Via Design University, Herning, Denmark
-
Bachelor Fashion Business, Amsterdam Fashion Academy
Work experience: Currently
Owner of Paradox Amsterdam
Internship
Editor, branding & marketing intern
Online magazine: Minime.nl (part of Weblab). Rotterdam, The Netherlands. Internship
Styling assistant, C.A.G. B.V. Gerlon. Manufacture jersey woman’s wear Uden, The Netherlands
Internship
Styling assistant
Atelier in Utrecht, The Netherlands
marketing mix: PROMOTION
8.
OFFLINE MARKETING One of the offline marketing promotion materials of Paradox Amsterdam are the business cards. These are mainly used during a business meeting or other important appointments, so that people can get in contact with Paradox Amsterdam. Another offline marketing material is a ‘thank you note’ that customers receive when they purchased a bag or exchangeable flap on the web shop of Paradox Amsterdam. Customers will be thanked for their purchase and remind to visit our social media channels. The logo stickers in the brand colours will be used on card board shipping boxes.
BUSINESS CARD
PARADOX Amsterdam
Hi there,
Marlon MEC Verhoeven Founder
info@paradoxamsterdam.com www.paradoxamsterdam.com +31622893111
STICKERS
PARADOX Amsterdam
PARADOX Amsterdam
PARADOX Amsterdam
PARADOX Amsterdam
THANK YOU NOTE
Hi there, THANK YOU FOR ORDERING A PARADOX AMSterdam PRODUCT We hope you will enjoy our product. Don’t forget to follow us online! @paradoxamsterdam #paradoxamsterdam www.paradoxamsterdam.com
PARADOX Amsterdam
Return address: Paradox Amsterdam Prinsengracht 44 1015 DW Amsterdam The Netherlands If you would like to return a product, the costs are your own expense.
ONLINE MARKETING Online promotion is an important marketing tool for Paradox Amsterdam, because the potential target group of Paradox Amsterdam does make use of online media. For Paradox Amsterdam will this mean a website (desktop and mobile available), Facebook page, Instagram Page. The website has a minimalistic but sophisticated style. The homepage has a menu consisting of Shop, About; with a short story about Paradox Amsterdam. Contact details; where customers can easily ask us questions and see where head quarter is located. O n the bottom of the page can find customers more information about delivery costs, time, everything about returning items, legal issues and care instructions to protect the leather. There are also social media buttons with a link to the pages. The strategy for the Facebook page of Paradox Amsterdam is to post once a day on Dutch prime times, 8AM, 1PM, 6PM or 9PM. The post will always consist a photo with and short but likeable text. Paradox Amsterdam will also make use of hashtags to optimize its search engines.
THE WEBSITE
www.paradoxamsterdam.wixsite.com/444
FACEBOOK #ParadoxAmsterdam #Leatherbags #Comingsoon
Facebook Paradox Amsterdam
INSTAGRAM #ParadoxAmsterdam #Leatherbags #Comingsoon
Instagram Paradox Amsterdam
COLLABORATION The awareness of blogs and bloggers has never been so high, they are as famous as celebrities, it became a very popular marketing tool for fashion
brands. Fashion bloggers write and post pictures about their life, work, passion, holidays, favourite brands and products.
Research showed that woman in the target group of Paradox Amsterdam get
to know about new fashion brands via social media, especially Instagram where they follow their favourite fashion bloggers. For this reason, will collaborating with a fashion blogger be very beneficial for Paradox Amsterdam, to create
awareness to the right target group. Fashion bloggers are always searching for the latest trends and newest items.
Careful considerations need to be made when choosing the right blogger to promote Paradox Amsterdam bags. Important criteria are being Dutch, have
a high amount of followers and likes on Instagram, fit in the target group and
to be able to translate the brand essence of Paradox Amsterdam. The perfect
blogger to collaborate with is Liza Chloe. This Dutch social influencer has 64.1K Instagram followers and can get up to 2000 likes per post. She fits in the same age group as the potential customers of Paradox Amsterdam and has a style that fits the brand identity of Paradox Amsterdam. The pictures on her Insta-
gram page are from a good quality and have a minimalistic style with a quirky fashionable touch, what perfectly translate the core values of the brand.
Paradox Amsterdam and the influencer will sign a contract, where they agree on a price and amount of products the blogger will receive, the amount of pictures that will be post, and the period of time the collaboration will last.
Liza Chloe will than tag Paradox Amsterdam in her Instagram picture (with bag), so that followers see which brand it is. Followers can click on the tag and go to the Instagram page of Paradox Amsterdam and can easily click on the link of
the web shop to order products and follow the Paradox Amsterdam account as well.
Liza Chloe
Dutch Instagram influencer 2.685 Instagram posts 64.1K Instagram followers Liza Chloe will get paid a set rate for per post, plus extra’s for the click through to the Paradox Amsterdam Instagram page.
PRICE And Financial plan Start up costs
8.
On going expenses
Cost Of Goods
Operational budget
FUTURE PLANS
9.
MID-TERM GOALS - The plan is to expand to other big cities in the Netherlands such as; Utrecht, Haarlem, Rotterdam, Groningen, Eindhoven, Maastricht, Nijmegen and Arnhem, within a year. - To hire the first employee, because of expanding the business. - To start with email marketing. - To host a event in one of the retail stores when launching a new collection.
LONG-TERM GOALS The long-term plan of Paradox Amsterdam is to grow further and expand to new countries; - to Belgium market, with as start city Antwerp. - to Scandinavia with as start city Copenhagen. - Change business into a B.V.