CONFINEMENT
a Korean luxury eyewear brand. It was Founded in 2011 by Hankook Kim in Seoul. It Sold in South Korea, China, Singapore, Hong Kong, and the U.S. In February 2016, 1st U.S. store opened on Grand Street in SoHo, New York City. Its 2nd US store opened in downtown Los Angeles in October 2017.
HISTORY
Mission Statement innovative frames with high end experimental designs meant to create a sense of exclusivity.
VISION Statement
Our vision is to continue to provide the world with one-of-a-kind sunglasses, as well as to produce statement-making art installations. Ultimately, our vision is to push the boundaries and experiment with unique products,retail experiences and newmarkets.
DESCRIBE US IN 5 WORDS: Eccentric Creative Futuristic MODERN Techy experiential
Warby Parker
Founded in 2010 -Online & Store gallery feel innovative Lower price point As low as $95
Krewe
began in New Orleans - 4 Stores boutique feel modern-iconic similar price point $175 - $315
Illesteva
founded 2010 - 10 stores ( US, UK) luxury materials modern twist handmade similar price point $177 - $300
Le Specs
sold in big retailers such as Nordstrom big celebrity following lower price point $49 - $119
Crap eyewear
Based in LA to provide design driven options lower price point $58 - $116
COMPETITORS
Sw ot Unique designs and stores Famous clients
The Quantum Projects: 36th: creating fast space that is redesigned every 25 days through collaborations with an extensive range of artists and brands Collaborations with other artists
Wide range of frame shapes
they don’t have a lot of stores in the US 7 days to return product
If damage, contact the carrier instead Competitors have a strong US MArket
Big investors (LVMH invested $60 million or 7% stake in the company) In store experience Customization
Be able to expand into L..A. and Miami Collaborations
U.S based brands
Only 2 brick and mortars in the US Fast fashion
No in home try on option (Warby Parker)
TARGet customer Charlene Almervez “The Aesthetic Introvert” Scorpio Age 23 Salary $58,000/yr Garage Magazine Editor & Content Creator, Lives in South Korea Prefers vintage & one of a kind & items Street influenced style with a casual vibe Lives in quaint one-bedroom apartment with boyfriend Prefers a small friend circle Hobbies include : Listening to music, taking long baths, smoking, and takeout food Favorite home décor includes: tiny plants and cacti Goes against mainstream Up on the latest Fashions trends Believes that friends are extremely important Heightened sense of visual stimulation
TARGet customer Jace Fender “Boyishly rugged� 28 years old Sagittarius Freelance Project Manager & Content Creator income: $65,000 Lives in Wicker park - Chicago, IL FGUK & Hype Beast reader Spontaneous - likes challenges, Enjoys classical and rap music, Enjoys traveling, hiking, cross word puzzles and Hates video games Enjoys trying new experiences Unique sense of style (Not very trendy) He is an: Innovator Confident enough to experiment future oriented receptive to new ideas Enjoy a challenge
new customer development & growth of market share
targeting Millennials social media buzz . expand to a more Western market Millennials have a high interest in fashion as well as art, Millennial customers expect more from a retail experience, thus the art installation will aim to entertain them and give a unique and imaginative experience, unlike any other.
Name: Alice jones Education:: UC Berkley - photograsphy Career: Freelance photographer Annual income: $45,000 Lives: haight- ashbury with 2 roommates and a dog name pop Shes an experiencer: Want everything, Go against the current mainstream See themselves as very sociable spontaneous Have a heightened sense of visual stimulation. shes an early adopter hobbies: loves to instagram, experiment, collects plants, loves, she loves one of a kind items. Shops at whole foods and loves sitting at coffee shops.
new customer
Reach broader audience, but maintain exclusivity overseas Testing product in new location to decide rather or not to expand to area Shopping behaviors of area demographic/consumer Educate customers on products Launch new product Bring customers deeper into the brand lifestyle; and Flush out excess inventory
competitive advantage
Fo r t h e i n s t a l l at i o n , w e wa n t e d t o b r i n g i n a s p e c t s o f b o t h S a n F r a n c i s c o a n d S o u t h Ko r e a . A m a j o r p a rt o f S a n F r a n c i s c o i s A l c at r a z , t h e F e d e r a l P r i s o n o n A l c at r a z I s l a n d t h at i s n o l o n g e r o p e n , e x c e p t fo r t o u rs. B u t fo r 2 9 y e a rs i t h o u s e d s o m e o f A m e r i c a ’ s m o s t p ro l i f i c c r i m i n a l s. W h i l e i n S o u t h Ko r e a , t h e b e a u t y s t a n d a r d s a r e s e t v e ry h i g h , t h u s m o s t m e n a n d wo m e n g e t p l a s t i c s u rg e ry d o n e t o f i t i n t o t h e p e r f e c t b e a u t y m o l d t h at e x i s t s. I t f e l t s y m b o l i c t o c o m b i n e t h e t wo a s p e c t s b e c a u s e o n e i s p hy s i c a l c o n fi n e m e n t , wh i l e t h e o t h e r i s a k i n t o b e i n g c o n f i n e d t o s o c i e t a l p r e s s u r e a n d e x p e c t at i o n s.
our concept Alcatraz meets plastic surgery
objectives
educate new customers tap into massclusivity engage “offline� customers test out possible market create buzz to increase revenue
location 1401 Haight St San Francisco, CA 94117
- Heavy year-round tourist and local foot traffic - Attractive storefront with skylight and high ceilings - 1,192 SF ground floor space with 308 SF mezzanine / office - In-between X-Generation & TRUE
Prime Haight Ashbury block. 1409 Haight Street is ideally situated in the eclectic mix of Haight Street’s vibrant retail and restaurant scene. On the same block as RVCA, Goorin Bros., VeganBurg, TRUE, Nice Kicks and Ben & Jerry’s with Ritual Coffee, Dr. Martens and Whole Foods nearby, this retail space represents an excellent opportunity to join Upper Haight’s exciting and historic retail scene.
Layout & design
ambiance
The ambiance of our Pop-Up which alludes to the sterile side of the wall, there will be floors will reflect the dirty
will include metal walls and lighting overhead, and cold environment of a surgical room. On one IV bags floating from the ceiling. The the cells and and isolating feeling of being confined in a prison.
Experience
Our experience aims to take consumers on a visual journey, which combines the ambiance of surgical procedures and the Alcatraz Federal Penitentiary. Further spotlighting an idealization of beauty and the desire to undergo plastic surgery driven by the unrealistic beauty standards.
Launch party
Confinement GENTLE MONSTER will be hosting a party to start off the launch of our San Francisco Pop-Up Shop. Come be the first to see our CONFINEMENT art installation and get an exclusive look and opportunity to purchase some of our finest designs. Experience South Korean inspired specialty cocktails and hors d’oeuvres. Attendees include: fashion bloggers, influencers, and san francisco based artists. Instagram-worthy pictures guaranteed. DJ Nikki Matteo Date: May 8th, 2019 6pm- 8pm BECOME A GENTLE MONSTER
Drink: Release me
Drink: twisted
korean spicy meatballs
Drink: Scalpeltini
Kimchi pancakes
Drinks & Hors d’oeuvre
Bloggers & influnecers
Imaan Hammam Model @Imaan Hammam
Kris Wu Actor @kriswu
Jen Szeto SF Blogger @windowofimagination
Danielle BErnstein blogger @weworewhat
Tienlyn SF blogger @thoughtfulmisfit
Amandla Stenberg actress @amandlastenberg
Assortment Plan
Unit Breakdown Description
% to Total Total Units Retail per Units Total Retail
Afix 02 - Yellow
6%
6 $
310.00
$
1,860.00
Afix 02 - Heather
6%
6 $
310.00
$
1,860.00
Matches Glasses MR1 - Black
5%
5 $
410.00
$
2,050.00
Matches Glasses MR1 - Neutral
5%
5 $
410.00
$
2,050.00
Nunty 01 - Clear
6%
6 $
320.00
$
1,920.00
Nunty B4
6%
6 $
320.00
$
1,920.00
Rocker Fish 02 - Yellow
12%
12 $
420.00
$
5,040.00
Ilia 02 - E
12%
12 $
380.00
$
4,560.00
Zhora BR!
12%
12 $
380.00
$
4,560.00
6%
6 $
320.00
$
1,920.00
12%
12 $
320.00
$
3,840.00
See Saw G3
6%
6 $
269.00
$
1,614.00
Leela E1
6%
6 $
380.00
$
2,280.00
100%
100 $
4,549.00
$
35,474.00
$
12,415.90
Poxi 02 (1M) Sincerity 03
Total
COGS
merchandise to be sold
Hours of Operation Wed - Thurs 2p - 8p Fri - Sat 4p - 10p
Employee Schedule
Sun - 11am - 4pm Wednesday 1p-2p
2p-3p
3p-4p
4p-5p
5p-6p
6p-7p
7p-8p
8p-9p
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Sales Associate 1 Sales Associate 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger Preformer 1 Preformer 2
Assistant Manger
Preformer 3
Preformer 3
Preformer 3
Preformer 3
Preformer 3 Security
Preformer 3 Security
Preformer 3 Security
Security
Thursday 1p-2p
2p-3p
3p-4p
4p-5p
5p-6p
6p-7p
7p-8p
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Sales Associate 3 Sales Associate 2 Assistant Manger Preformer 1 Preformer 2
Preformer 3
Preformer 3
Preformer 3
Preformer 3
Preformer 3 Security
Preformer 3 Security
Preformer 3 Security
8p-9p Sales Associate 3 Sales Associate 2 Assistant Manger
Friday 3p-4p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5
4p-5p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5
5p-6p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5
6p-7p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5 Security
7p-8p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5 Security
8p-9p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5 Security
9p-10p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5 Security
10p-11p Sales Associate 1 Sales Associate 3 Store Manager Preformer 3 Preformer 4 Preformer 5 Security
Saturday 3p-4p
4p-5p
5p-6p
6p-7p
7p-8p
8p-9p
9p-10p
10p-11p
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Sales Associate 2 Sales Associate 1 Store Manager Preformer 3
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Preformer 4 Preformer 5
Security
Security
Security
Security
Security
1p-2p Sales Assocaite 3 Assistant Manager Performers 1 Preformers 2 Preformers 3
2p-3p Sales Assocaite 3 Assistant Manager Performers 1 Preformers 2 Preformers 3
3p-4p Sales Assocaite 3 Assistant Manager Performers 1 Preformers 2 Preformers 3
4p-5p Sales Assocaite 3 Assistant Manager
SUN
10a-11a Sales Assocaite 3 Assistant Manager Performers 1 Preformers 2 Preformers 3
11a-12p Sales Assocaite 3 Assistant Manager Performers 1 Preformers 2 Preformers 3
12p-1p Sales Assocaite 3 Assistant Manager Performers 1 Preformers 2 Preformers 3
*Open for 21 Days*
Financials
Promotional plan for 18 days
cost
Launch Party
$ 3,919.80
(In house)
(In house)
website
(In house)
bloggers and influencers
$20,000
total
$23,919.80
Financials
operational plan for 18 days
cost
technology
$518.99
internet
$65.00
decor
$14,475.26
construction
$10,000.00
rent
$10,000.00
Staffing
$16,897.00
total
$51,956.26
Wages and additional expenses for 18 days
rent
catering for launch party
cost $10,000.00
$300.00
sales assosiates
$15.00 ( per hour)
Manager
$24.00 (per hour)
Assistant Manager
$20.00 (per hour)
performers (6)
$17.00 (per hour)
Security Guard
$14.00 (per hour)
insurance
installation budget
$1,000.00
$25,000.00
P&L Statement
Profit and Loss Statement Total Revenue
$
20,443.39
Total Operational Cost
$
51,956.25
Total Promotional Cost
$
23,919.80
Total COGS
$
12,415.90
Total Profit / Loss
$
(67,848.56) Sales Forecast Wed Street traffic
$
Fri
Sat
Sun
Total Weekly Revenue 3 Week Total Revenue
8,700 $
8,300
8,300
8,700
8,700
Footfall
1%
1%
1%
2%
2%
Store Traffic
83
83
87
174
174
4.50%
4.50%
5.00%
7.00%
7.00%
4
4
5
5
5
Conversion %
Average Price
Thurs
303.27 Week One
$
1,132.71
$
1,132.71
$
1,516.35
$
1,516.35
$
1,516.35
Week Two
$
1,132.71
$
1,132.71
$
1,516.35
$
1,516.35
$
1,516.35
Week Three
$
1,132.71
$
1,132.71
$
1,516.35
$
1,516.35
$
1,516.35
6,814.48
$
20,443.43
Stay Gentle
By: Paula, Leigh Anne, Cindy, Whitney
sources https://www.thecut.com/2016/02/gentle-monster-new-york-flagship.html https://www.hollywoodreporter.com/news/gentle-monster-tilda-swintons-favorite-eyewear-label-opens-la-1044513 https://blogs.nordstrom.com/fashion/sunglasses-brand-or-art-gallery-pop-innordstrom-xgentle-monster/ https://www.warbyparker.com/ https://www.crapeyewear.com/ https://lespecs.com/ https://illesteva.com/ https://www.krewe.com/ http://www.gentlemonster.com/