EMPOWER ING
CONTENTS 4
ABOUT
4-5
6
BRAND ESSENCE
6-7
8
BRAND VALUE
8-9
10
BRAND TOUCH POINT COLLATERAL
10-11
12
TIMELINE
12-13
14
STORE LAYOUT
14-15
16
BEST SELLER
16-17
18
STATISTICS
18-19
20
MARKETING
20-21
22
COMPETITOR ANALYSIS
22-25
26
REVIEWS
26
31
REFERENCES
31
ABOUT
E L L E R Y is an Australian high-end brand well known for its peculiar sleeve shapes mixed with architectural and bold silhouettes whilst still being feminine and wearable. Ellery approaches it by constructing pieces with masculine tailorings and innovative fabrications which are reinterpreted season after season. Each season the collections transcend trends, presenting modern classics for women who value quality, masterful cuts and unexpected details. They work with silks, suitings and cottons.
4
5
BOLD
6
UNEXPECTED DETAIL
ARCHITECTURAL
7
EDGY PLAYFUL
MODERN
CREATIVE
FLARED COMPLICATED
8
BRAND VALUE
9
Shipping packaging: They place the product in an Ellery box wrapped in tissue paper and inside a garment bag
Strong e-commerce site for their online store
Slow customer service-need to wait for reply 3-5 business days or even longer
10
Receive look books & campaigns
Customer Service- gives good styling advice and help when needed
limited amount of stock-colourways
BRAND TOUCH POINTS
11
Source fabric-work with fabric first Design collection Sample
SA
DESIGN MARKETING
EVH PR-manage PR + Press Photoshoot Lookbook
12
DESIGN TO
Planning Product distrubution (department stores)
Receive order QC all goods Send to stores
DISPATCH
ALES
PRODUCTION
Patternmake (inhouse) Create samples Confirm designs
DISPATCH
13
Storage
14
Eyewear Collection + Desk
Stock
Stock
Box containing bags
Shop 12, 2-16 Glenmore Road Paddington Sydney NSW 2021
STORE LAYOUT
15
BEST SELLER Delores Top from Resort ‘15
16
DIFFERENT FABRICS
MORE COLOURWAYS
REPEATED STYLE
17
PAGE VIEWS
18,089 8,277
2,638
18
4,629
PER REGION
STATISTIC ANALYSIS
WEBSITE DATA
Average page views per day is 5750 or 176,385 per month Average visits per day is 1473 or 42,956 per month
DIGITAL DATA
Geographical location of users viewing the ELLERY website
19
MARKETING STRATEGIES
1st
Australian Designer to grace the cover of The Australian Financial Review
E L L E R Y . has consistently graced the pages and multiple magazines including Vogue, Harper’s Bazaar, Madame Figaro, Elle and many more.
.ELLERY. is featured on a plethora of highly authoritative fashion websites including VogueRunway. com, Women’s Wear Daily (WWD), Business of Fashion, Vogue.com, HarpersBazaar.com, Elle.com USA, Russh and many more.
20
covers of , M Le Monde,
KEY MEDIA & EDITORS French Vogue, Vogue US, Vogue Japan, Vogue China, Vogue Germany, Vogue Australia, Vogue Russia, Vogue Spain, M Le Monde, Harper’s Bazaar,Elle US, Elle Korea, The Last Magazine, 10 Magazine Australia, Jalouse, Claire US, Marie Claire China, Marie Claire Australia, Asahi Shinbun Japan
21
Christopher Esber
22
Dion Lee
PRICE POINT $6,600
$6,690
$1,
500
$500 $100
$190
Dion Lee
Christopher Esber
Ellery
23
MARKETING COMPARISONS
Ellery advertise through EVH PR who manages their PR + Press through 3 ellery accounts: Â @elleryland @elleryboutique @kymellery @ellerysale. 24
Collaboration
Ellery
Collaboration Dion Lee
Christopher Esber
25
REVIEWS “Flamboyant, fluted tailoring clocked up signifcant street style mileage during the Fall 2015 shows. Remember the bold, seventies-inspired blouse sported by supermodel Abbey Lee in Paris ... Comprised of architectural tailoring and uid separates, her collections are easy, cool, and unconventionally luxurious.” - VOGUE.COM Natalie Rigg “Kym Ellery showed a knock out collection full of wonderfully interesting, wearable pieces.” - WWD “Kym Ellery is one of down under’s rising fashion stars. Her collections are, without exception, full of incredibly appealing pieces.” - VOGUERUNWAY.COM Maya Singer “There is some real couture work happening with ELLERY.” - MANREPELLER Leandra Medine “Ellery has that X factor. Her designs appeal to the cool fashion girl as well as an international fashion lover who is looking for architectural design and quality. Kym also has this special marketing power in that she is a walking billboard for her brand. When she walks into a room, you want to have what she is wearing.” - HARPER’S BAZAAR Kellie Hush, Editor-in-Chief Best Australian Designer Award 2015
26
27
28
29
REFERENCES
30
ELLERY_Brand_Overview_2016.pdf “Eva’s Blog - The Latest Designer Fashion Trends, Paris Fashion And More - INDUSTRY INFLUENCER KYM ELLERY”. Parlourx.com. N.p., 2016. Web. 1 Aug. 2016. N.p., 2016. Web. 1 Aug. 2016. https://www. businessoffashion.com/community/people/kym-ellery
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