GALLERIA
Anita Anastasia Moeksim Quenny Siobhan Shen Shuchanun Eiamsiri Akhil Daniel Mari
CONTENTS
1
2
3
COMPANY PROFILE
TARGET CUSTOMER
BUSINESS
01 STORY ABOUT GALLERIA 02 EXECUTIVE SUMMARY 03 BUSINESS CONCEPT 04 MISSION & VALUES 05 SWOT ANALYSIS
06 TARGET CUSTOMER 07 CUSTOMER PROFILE
08 ORGANIZATIONAL CHAT 09 PRODUCTION PROCESS 10 LOGISTICS PROCESS
4
5
6
7
MARKET SITUATION
POSITIONING
BUSINESS PRACTICES DEVELOPMENT PLAN
11 CURRENT MARKET SITUATION 12 TARGET MARKET 13 TARGET MARKET 15 TARGET MARKET
16 direct competitors 17 Indirect Competitors 18 current positioning
19 product/ Price / place / promotion
16 short term goals medium term goals long tern goals
STORY
ABOUT
GALLERIA
Every piece of art has a unique story of it’s own. In the luxury world we call this ‘Heritage and Branding’. Now we play the role of the story teller, building our brand and introducing you to our heritage. We combine centuries of art with contemporary fashion and unique design. An art gallery conjures an almost living atmosphere, whereby you can listen to the whisper of an art piece, feel the connection with it, decide to take it home with you; GALLERIA does so in the same fashion. We are not a museum, everything is touchable. We are GALLERIA, we have our own taste. We provide our customers a new way to get closer to art, to history, to a fantasy world, to tell others their story….
EXECUTIVE
SUMMARY
GALLERIA is a newly introduced shoes brand in the luxury market. GALLERIA shoes will change women’s perception about shoes. It is a type of brand that everything fashionista would ever want. The following is “GALLERIA” business plan that will explain further the business concept, its objective, its processes and the current market situation. Also, it will outline the business development plan from different aspects. This Business plan doesn't include any financial planning yet. However, it is enough to explain the new brand capability to success. Our goal is to build a successful brand in the luxury market.
BUSINESS
CONCEPT
Galleria is based on elegancy,combined with art and 21st century style,creating shoes though an art history story. We simply want to attract women who＿＿＿＿ -love fantasy designs -are into shoes -interested in art
I don’t know who invented high heels, but all women owe him a lot! ” “
―Marilyn Monroe
MISSION
&
VALUES
MISSION To successfully merge the concept of classy and elegant women with an art touch in every shoes.
“Completing every woman’s desire” with providing only the most luxurious and worldrenowned quality items.
CORE VALUES To represent the most refined of arts within the pair of our shoes, in a worldwide scale. Alberto-Guardiani LIPSTICK HEEL 115
SWOT
ANALYSIS
STRENGTHS Unique designs
 Quality Big selection of products
OPPORTUNITIES Differentiate ourselves from bigger chains by creating a relationship with consumers Opportunity to adjust ourselves according to the market’s demands due to being a new brand where people are not yet familiarized with our identity
THREATS European crisis Entering luxury business Demand
GALLREIA
X
TIM WALKER
TARGET
CUSTOMER
DEMOGRAPHIC
GEOGRAPHIC
Galleria targets at affluent women who are chic and sophisticated shoppers
Galleria’s target customers are more focused on the women who live in urban setting, most likely fashion capital.
Female 25-40s Income : €1000-€2000+ Social Class: upper class high-educated
BEHAVIORAL Cultural creative, affluent customers willing to spend more than most. They shop at upscale retails.
PSYCOGRAPHIC >Art enthusiast >Fashion conscious >Not afraid to experiment with different style >Appreciate quality of a brand As a consumer, they often seek the niche product that reflects their acquired tastes for life actively.
“Fashions fade, style is eternal.”
― Yves Saint-Laurent
Galleria’s target customers are willing to accept new things. It is the modern woman who is engaged and busy but also takes the time to dress chic.
CUSTOMER
Jane Su 25 Advertiser Chinese Single On-line shopping Art lover
PROFILE
Alessia Diamante 29 Journalist French Vlogger Galeries Lafayette Vegetarian
Anna Dello Russo 54 Fashion Editor Italian Single Fashionista
PRODUCT PRODUCTION PROCESS – INTERNAL & EXTERNAL
Merchandising
Design
Production order
Prototype
Revising or approval
Preproduction
Sampling
Evaluation & approval
Production
Packing
Shipping
ORGANIZATIONAL
CHART
Director
HR
Merchandising
Finance Manager
Accounting team
Marketing
Marketing team
IT
Production Manager
Logistics
Creative Director
Designers
CURRENT
MARKET
S I T U A T I O N (2015)
TARGET
• •
M A R K E T (2015)
Total Population (Europe): 738.442.000 individuals Total Population (Italy): 59.797.000 individuals
Average Salary: 1469 Euros/month
Female Target Market: (25-49) Europe 13.9% : 102.643.438 individuals Italy 16.6% : 9.926.302 individuals
LUXURY
MARKET
DIRECT
COMPETITORS
Brand
Sophia Webster
Christian Louboutin
Giuseppe Zanotti Design
Flagship store
London United Kingdom
Paris
France
Milan Italy
Establishment
2012
1992
1994
Production
Brazil
Milan,Italy
Italy
Sales offices
56 points of sale in 27 countries
117 points of sale in 31 countries
96 points of sale in 26 countries
Target group
Female age:25-45
Male age:25-45 Female age:25-45
Male age:25-45 Female age:25-45
Price range(â‚Ź)
350-850+
700-1200+
600-1300+
https://www.sophiawebster.com
http://eu.christianlouboutin.com/uk_en/
http://www.giuseppezanottidesign.com/uk
Website
INDIRECT
COMPETITORS
Brand
Roger Vivier
Jimmy Choo Ltd
Manolo Blahnik
Flagship store
Paris France
London United Kingdom
London United Kingdom
Establishment
1907
1996
1972
Production
Italy
Italy
Italy
Sales offices
29 points of sale in 12 countries
205 points of sale in 38 countries
284 points of sale in 33 countries
Target group
Female age:25-45
Male age:25-45 Female age:25-45
Female age:25-45
Price range(â‚Ź)
500-900+
400-900+
600-1000+
http://www.rogervivier.com
http://row.jimmychoo.com/en/home
http://www.manoloblahnik.com/#
Website
CURRENT
POSITIONING
$$$$$
GALLERIA
Avant Garde
Conservative
$$
4 Ps
Product • Galleria is especially known for combining art and 21st century style with unique designs and soughtafter, high quality materials. • Made in Italy.
Place • DOS & department stores. • All our stores are exclusive and distinguished, located in desirable and high profile commercial locations.
Price • Galleria has structured its pricing to make it competitive. • These shoes start in the €800 range and are priced well into the thousands.
Promotions • • • •
The launching party Advertising Online communication Cross-over selling
BUSINESS
DEVELOPMENT
PLAN
BUSINESS
Time
DEVELOPMENT
Short term goals 1-3 years
Geographical expasion
Marketing
Production
Long term goals 5-10 years
• Heels / Flat shoes • Collaboration with Artist (ex. Tim Walker) • Limited editions
• Heels / Flat shoes • Collaboration with Artist (ex. Tim Walker) • Nail polish
• Flagship Store • DOS 2 • Department store • E-Commerce • Flagship in (Milan) • 2 DOS in (Rome/Venice) • Dept.store - La Rinascente
• Flagship Store • DOS 2+6 • Department store 1+4 • E-Commerce • DOS (California/London/
• Flagship Store • DOS 2+6+6 • Department store 1+4 • E-Commerce • Increase stores at current locations • Expand to (Moscow/Dubai/
• Milan Fashion Week • E-Commerce • Advertise on Social media
• Preview new collections • Launch events for new in NYFW/ LFW.etc collections • Celebrity Endorsements
• Outsource completely by suppliers in Italy “made in Italy”
• Buy 51% of the • Own the production production house to company and own the company but management not the management • Company Warehouse • Logistic will be moved and Company Managed and sold to worldwide Logistics warehouse
• Collaborate with DHL
Logistic
Medium term goals 3-5 years
• Heels / Flat shoes
Product
Sales channels
PLAN
Paris/Shanghai/HK/Tokyo) (NY/Paris/HK/ Tokyo)
• Dept.stores
Munich/Seoul)
BUSINESS
DEVELOPMENT
PLAN
By the end of the 10th year This distribution solution should enable our brand to have a presence in 19+ of the most exclusive points-ofsale which to sell its products in 10+ countries.
Anita Anastasia Moeksim Quenny Siobhan Shen Shuchanun Eiamsiri Akhil Daniel Mari
GALLERIA
U
N
A
TH
K
YO
!