Contents I.
COMPANY PROFILE I. i Company Background
I. ii Vision and Mission
I. iii SWOT Analysis
I. iv Target Market
I. v Positioning
I. vi Organizational Chart
II.
MARKET ANALYSIS II. i Primary Data II. ii Interview Results II. iii Secondary Data II. iv Competitors
III.
MARKETING MIX III. i Marketing Plan
III. ii Communication Strategy
III. iii Catalogue, Logo, Packaging
III. iv Promotional Calendar
III. v Budget Rundown for Communication Plan
IV.
PRODUCT IV. i Collection Theme and Inspiration
IV. ii Products Details
I.
COMPANY PROFILE
I. i Company Background
ACVĒ established in 2015 based on partnership system by Rachel Josefin and
Ravensca Rintiarna. Focusing on clothing line, ACVĒ aims for timeless and functional garments. Our brand is dedicated for contemporary women who seek for classic yet clean structured design with multi-purposes kind of apparel. The type of contemporary women that suit with our concept are the one who is fashion forward, dare to be different and art appreciator regarding the delicate details we are offering along with the materials usage on each garment pieces we are producing.
We would like to create clothes that still worth to wear until years and this is
why we are aiming for timeless designs. We are producing functional designs since we are observing that women these days need something to be worn efficiently. The contemporary women we are seeking for are women that are able to speak for her opinion, dress to comfort, and would like to stand out in the crowd without being too much.
Overall theme affects by minimal and futuristic architecture that aims to be
our signature silhouette. The details of this season’s collection influenced by the earth texture which inspired from the setting in Gravity movie. The hues scheme are taken from the movie as well, that are cold colors from the planets and dark sky along with a hint of warm color coming from the sunlight. The kind of fabric manipulations we are producing are going to be from cut and sew technique which needs high craftsmanship.
We are inspired by Gravity movie due to the eagerness mood came from the
character itself, which was casted by Sandra Bullock, who trapped in the outer space and would like to survive. This movie showed a strong and independent character in order to survive along with delicate feeling integrated in the movie as well since she needs to calm down to solve her problem. Therefore, we are reflected from this movie to create this season’s collection with the touch of our signature silhouette comes from the futuristic architecture.
I. ii Vision and Mission * Vision: To be a well-known brand that has integrity and strong identity. * Mission: Maintain the identity and aesthetics for every collection by developing the business, which remains relevant to every evolving market and customers’ wants. I. iii SWOT Analysis S – STRENGTHS Our brand is focusing on details to each garment that carries special attachment. As mentioned before, the details are inspired by the earth texture, which represents boldness and also quirkiness. Other than the details treated on every garment pieces we produced, our brand also creating multi-purpose items. Hence, we are aiming for functional items that will last eternally. W – WEAKNESSES The weaknesses that our brand might suffer will be unable to compete with other well-known local brands that are targeting the same market. With a slightly high price range, we also discourage about our sales. Those are the main concerns of our products. Although we are offering something uncommon to the market, we are startled to expose ourselves to the public. O – OPPORTUNITIES Focusing on handcrafted details to each garment might grab more attentions from the media. The reason is because we are offering new techniques on the fabric manipulations since we have not found any local brands producing the same concepts as ours. T – THREADS Once we gained positive response from our customers, other local brands might also follow the trends we are creating. We do not have any rights for this technique of fabric manipulations and others can also do the same. Therefore, we need to be innovative in order to stay in the industry.
I. iv Target Market ACVĒ chose Jakarta as our market place and focusing in Jakarta Selatan that has tropical weather. Jakarta classified as a metropolitan city. Jakarta is a big opportunity for us because compare to other region in Indonesia, Jakarta is a business district that has higher salary inhabitant and it is suitable with the price that we offered. Since Jakarta is a business district, there are a lot of businesswomen that need a suitable outfit for work. We have female as our target market and they are local citizenship also foreigner. They are 20 – 30 years old, which they are young professionals that have bachelor education or even, master degree. We’re targeting start from 20 years old because they tend to start appreciate and knows about our semi- formal design. They are classified as X – Y generation and already has occupation as freelancer, and work as family entrepreneur and work in design industry. They earned Rp 5.000.000 until Rp 15.000.000 as a single or widow and have small or medium family size. We are targeting businesswoman that has earned high salary because we’re about to selling a high quality and very detail design. By the salary we can conclude that they are in B – A+ social class. By their social class, they are more aware with what their sociality wear rather than under B social class. They influenced each other about what they have and about what they wear when they gather They mostly going to coffee shop for work or meeting and fancy restaurant to lunch break. They want to please themselves in the middle of their work with something good and could give them inspiration and also to make them relax. They also appreciate art and they are going to art exhibition or fashion bazaar to buy the newest fashion item. Being independent, strong, and tough is her major personality because they are living alone with what they earn. They seeking for attention because they are single and wants to show off what they have or their wealth to make them more stand out that make them seen by wealth man. Since they had a high salary, they are willing to shop what they need for their appearance.
I. v Positioning For this research, we were examining based on the quality and the price of each brands that are highly possible to be ACVĒ ‘s competitors. We were sorting several local brands that are seemed to be a match with our brand’s concept. However, there are 2 local brands, Danjyo Hiyoji and Rinda Salmun, which directing into the similar image as ours. As for the international brands, we are thinking that COS and Cresedim are having identical brand image. I. vi Organizational Chart First, the Directors choosing what kind of brand image that the company’s willing to make, and also the target market, they also looking for the inspiration together for the collection. And the Designer starts to sketch the collection and make a mood board for the collection. After the sketches done, production division looking for the materials and production place. After all the materials and the production has done, Marketing Vacant decide where to promote and how to promote and where to sell the products. If the production and promotion planning done, Sales Manager ha
count all the capital and would decide the price that suitable with the capital and the target market.
As a new company in fashion industry, we start to make the organization by our own. We have Ravensca Rintiarna and Rachel Josefin as Director in charge. Developing and keep our product in line is our major job and also maintaining the product’s integrity. Focusing in designing, Ravensca do all the sketches and Ravensca decides what kind of image that has to be appears as the product signature. Ravensca also cover for planning for the price and all the finance stuff. For production division, Rachel would be in charge for the production itself. Rachel should manage where the company should buy the materials and where the company should make the production. Rachel also manages how to promote the products itself.
II.
MARKET ANALYSIS
II. i Primary Data Primary data consists of a collection done by us that held directly to the respondents. We collect the data by ourselves using qualitative and quantitative methods. The key point of using primary data is that the data we collect is designed for our needs and purpose of our research along with classified data gathered since no one has access to this finding until we publish it. For this research, we gained our data through qualitative method since we are aiming to do exploratory research. It is used to gain an understanding of underlying reasons, opinions, and motivations. With the use of qualitative research, it provides insights into the problem and also helps to develop ideas or hypotheses for potential results. For the data collection, we were holding interviews for 10 different women within the age of 21-25 years old. These women are all Indonesians who appreciate fine garments and artworks. We were gathering data from these women because we thought that they are qualified to be our loyal customers due to their overall looks, which tried to be neat, sophisticated and their likeliness towards oversized clothing. Results will be discussed on the following section. II. ii Interview’s Result From the interview held, we found out that the women we are targeting currently work as freelancer in fashion or graphic industry. They are working as photographer, illustrator or journalist with flexible time schedule. They are technology savvy, which means they are well adapted to the current technology with the capability of doing routine online shopping or subscribing online magazine to gain references. Regarding the shopping habit, they have unplanned shopping time with unlimited budget. And they usually spend the most during summer season since it’s the middle year and the collection suits with Jakarta’s weather.
Based on the interview, we can conclude that most of the interviewees are concerning more on the designs when they are seeking for clothes. Most of them are considered as detail oriented that seeks for high quality materials and details attachment on each garment along with quirky silhouette. According on the results, their main criteria for any clothing will be the style, comfort and function. Price is going to be the last criteria while they are purchasing things. Most of them prefer monochromatic color scheme while dressing up but they also put some contrast color to stand out in the crowd. Lastly, they are expecting a remarkable yet attractive packaging for our brand to be noticed and to be synchronized with our concept. (please refer to the appendices for the interviewees) II. iii Secondary Data Since we are aiming to choose women as our target market, we did a research about our costumer. We found at JAKARTA (Reality) - An institution that engages in marketing since 2011 researching the behavior of online shopping in Indonesia. In this case, the habit of Indonesian women in the use of online shopping facilities is very high, reaching 80%. Of course, 'hobby' womenfolk will continue into the years ahead. It is a sign if there is a significant opportunity when really understand the behavior and strategies to conquer the 'heart' of women, especially through online shopping. Let us look at the data from ComScore reported from TechinAsia. The data indicate there are about 46 percent of women who use the Internet. Thus even with their behavior surfing the internet. Yes, far less beat him. The woman, still in the report, typically spend 24.8 hours per month online, much longer than men who spend an average of 22.9 man hours per month. Unsparing in their social media users spend an average of 16.3 percent. While men, only 11.7 per cent of their time. It turns jelly phenomenon captured by some startup to take a niche market in this segment. Take for example one of them is brand Saqina. Seeing the potential of a lucrative online business, Saqina 'swerved' to transform its business model into e-
commerce. Actions of the company from Mojokerto, East Java unmitigated close five Muslim clothing stores in several cities. The growth potential of the female market is also not experienced by Saqina itself, but rather Female Daily. 'Kaskusnya' these women, also feel the same way with the rise of the potential. Until last February, Female Daily has more than 110,000 registered members who discuss various topics in the forum. In 2013, this website has 73 million page views and 21.4 million visitors. Startup has 25 full-time employees and had a profit since 2010. We’re making our collection by following the newest trend for a season. We took the color from our inspiration, which are architecture structure and also our mood collection influence by gravity movie. And we found at WGSN that our color also become a trend for women collection for Spring/Summer 2017.
II. iv Competitors DIRECT COMPETITOR Is another company that offers the same products and services aimed at the same target market and costumer base, with the same goal of profit and market – share growth. Here are our direct competitors: DANJYO HIYOJI Seeking inspiration from youth spirit, Danjyo Hiyoji explore individuality and modernity, creating chic and flattering collections season after season.
Danjyo Hiyoji under company ID PT Danjyo Cipta Rega Pratama managed and directed by Dana Anugrah Raffliansyah and Liza Masitha. Dana will serve as the company's CEO and Liza as the company's CCO. The partners will share in management responsibilities with final decisions in creative falling to Syarifah Liza and final decision in operational and management falling to Dana Anugrah Raffliansyah where there are differences of opinion.
Danjyo Hiyoji was founded in Jakarta/Indonesia with principal offices located in Tangerang Selatan, Banten/Indonesia. All operations, from administration to marketing strategies, take place at this PT Danjyo Cipta Rega Pratama location of approximately 400 square feet.
The company's goal in the next year is to make more impact on the Indonesian ready-to-wear & fashion industry also create a large consumer demand for the product through their upcoming web-store.
RINDA SALMUN For Seaform Spring/Summer 2015, Rinda Salmun presents a collection that combines a sense of playfulness yet a sense of maturity in appealing the women’s body. As part of the Rinda Salmun brand characteristic, which plays around the synergy of contrasting elements through the use of art works into fashion, this collection aims to define the way that clothes can be at once strong, bold and gallant but also sweet and feminine. The collection ranges from organic cutting and playful wave of lines within a sharp silhouette of a blazer and tailored pants, the signature paneled tops with bold lines and cutouts that emphasize the women’s curve, contrasting panels of prints and cuttings on cocktail dress and work wear. Skirts are presented in a formal and feminine manner with a touch of sporty detailing. Shades of rose pink, grey, pearl white, and black are used variously as counterpoint or a frame, with prints of surrealistic coral and sea creature shapes, inspired from Dale Chihuly’s glass-blowing artworks and life within an marine park. Black and white along with bold organic lines of beige, peach, and light blue were among the colors that are used. Fabrics comprise from lace brocade, gabardine, crepe silk, duchess silk and jersey with experimentation on lace patchwork and cutouts with leather binding and embellishments.
The inspiration came from the magnificence of sea life, the soft pastel color of coral reefs and surrealistic sea creatures that brings contrasting elements to the deep blue sea. Especially enthused from coral reefs and marine parks of Bunaken, Ambon and the sea surrounding the nation of Indonesia, this collection is about capturing both the soft yet mystical character of life underwater. RINDASALMUN's design philosophy is rooted in her fine art's background. Her objective is to create "wearable art". As an artist and designer, inspirations can come from the smallest thing in life to current political affair. The Rinda Salmun collection ties the craft of fine tailoring and needlework with the skill of the seamstress and pattern-cutter. Furthermore, the collection uses a range of beautiful fabrics, some that Rinda drew and designed herself. For Rinda, the research and creative process is as much important as the final product.
INDIRECT COMPETITOR Business that after slightly different products and services, but target the same group of costumers with the goal of satisfying the same need. Here are our indirect competitors:
COS COS is a fashion brand for women and men who want modern, functional, considered design. Offering reinvented classics and wardrobe essentials; they create pieces that are made to last beyond the season. Traditional methods and new techniques merge to form timeless, understated collections. Since launching in 2007, they have opened stores worldwide in carefully considered locations, applying an architectural design concept that preserves buildings’ original features whilst creating a modern, welcoming space.
CRESEDIM The designer comes up with new silhouettes by experimenting with different fabrics overlapping the body. The shape is out into garments to add rhythm , and the colours give citality to the final outcome. Cres. E Dim was launched in 2009 and has a substantial fanbase in Korea due to Kim’s ability to use unusual materials to add freshness to basically wearable shapes – the sleeves are only slightly exaggerated, the proportions are just a little oversized for example. The designer has created a brand that is just enough ahead of the curve that it catches the eye without looking
too outlandish; a difficult balance but one that Kim has demonstrably done once again with the latest collection.
A.W.A.K.E Natalia Alaverdian is a designer with a lot of ideas. Good ones. Her latest A.W.A.K.E. collection threaded references to her spirit animal for this season, the zebra, through a rich variety of motifs, ranging from dream-of-Africa aesthetics to ones cribbed from Vermeer’s Holland and ’80s-era fashion from Japan, not to mention a dollop of ’90s grungy-ness. Alaverdian hopped along from one association to another, racking them up on top of each other in a way redolent of those corporate brainstorm meetings where every notion, no matter how distant from the topic at hand, gets added nonjudgmentally to the dry-erase board. Alaverdian is at the point in her career as a designer where she should be able to refine her stew of ideas into an easily comprehensible proposition, rather than continuing to serve them up brainstorm-style. This collection was full of winning pieces—fluid, duster-length trench coats; tops and jackets with sculptural pouf sleeves; checked pencil dresses; and skirts with muscular ruffles and bows—but they were swamped by the surfeit of looks that featured complicated asymmetric, or vast volumes that felt nonspecific.
Therefore, after several observations, we can conclude that Danjyo Hiyoji, Rinda Salmun, COS, Cresedim, and A.W.A.K.E are as our competitors considering their concepts, silhouettes and colors.
III.
MARKETING PLAN
III. i Marketing Mix A marketing strategy is a process that can allow an organization to concentrate its limited resources on the greatest opportunities to increase sales and achieve a sustainable competitive advantage. A marketing strategy should be centered on the key concept that customer satisfaction is the main goal. A marketing strategy is most effective when it is an integral component of corporate strategy, defining how the organization will successfully engage customers, prospects, and competitors in the market arena, corporate strategies, corporate missions, and corporate goals. As the customer constitutes the source of a company's revenue, marketing strategy is closely linked with sales. A key component of marketing strategy is often to keep marketing in line with a company's overarching mission statement. We’re using 4 P’s for our marketing strategy, which are Promotion, Price, Product, and Placement. Identify the newest trend and what is happening in the city right now would support us to make the 4P’s. Despite of the crowded city, Jakarta’s now become an entertainment city for the local resident also for the foreigners. People start to hunt new fancy places for drink and chilling forgetting their work for a while with their friends and rooftop bar would be their choices. They like to find out about the newest eastern restaurant for the food also for beer hour but they still looking for the authentic Indonesian cuisine. It is undeniable that local coffee shop becomes a trend in the young culture and also for young adult that served Indonesian coffee. Fashion event become a common occurrence since Jakarta has Jakarta Fashion Week (JFW) every year and also fashion local tents. By the data that we had gathered, we can conclude that people in Jakarta tent to have more information about what is happening in the city and aware about the newest thing. Promotion is the method you use to spread the word about your product or service to customers, stakeholders and the broader public. There are several types of promotion. Here are their findings about brands are using this space to continue the
conversation about current and ongoing promotions as well as customer service and launching contests and games. Brands are using this space as yet another way to keep up communication with their audience such as like sending emails for inform their customers with the newest product. They keep them aware of special discount offers, project launches and news announcements. All in an effort to keep their brands top of mind when a consumer decides to make a purchase. Brands can use search to help drive traffic to their sites and stores. They can do it through paid search engine marketing or through carefully created keyword campaigns that can be used to generate traffic organically. Brands want to make sure they come up high in keyword search results for the greatest success. Brands are using this space to launch a new service or product, to announce one-day sales and events. Adding a location component to a mobile campaign gives companies an opportunity to make them immediately actionable. Women enjoy reading and will be influenced by what other people write. They will do research online to figure what type of product to buy and who to buy it from. Brands are now partnering with well-recognized bloggers to share their products and services with their audience. Some brands are creating their own blogs with communities of bloggers to talk about their brands independently. The dynamic of the online gaming audience has shifted in the last few years to include a much higher female audience. With the introduction of social networking games it has increased more. Women like the ability to share the success of their gaming with others and like the idea of interacting with friends and family through social gaming. III. ii Communication Plans Our major idea is to inform the audience about our first collection, delivering the brand image, along with emphasizing ACVĒ‘s philosophy and sophisticated lifestyle. Focusing on futuristic architecture, we would like to create neat, structured, yet minimal ambience through an exhibition collaborating with several local artists to complete our event. We have a goal to create long-term brand awareness, leading to purchase desire among the target group.
Regarding the launching event itself, we decided to create an exhibition in dia.lo.gue art space located in Kemang, Jakarta. ACVĒ would like to hold our first launching event in this art space due to its ambience that relates with our theme, which is clean and wide. In this event, ACVĒ will create photo exhibition consists of our lookbook for the first collection. There will be VIP Event also, which dedicated for the socialites and medias to support our event along with preview fashion show before we launch the exhibition to the public. In this VIP Event, ACVĒ will allow these potential customers to purchase our products in advance, which is during the VIP Event itself. For the in-store service, ACVĒ would like to create a mid-year auction event for our loyal customers. In this auction, we are planning to give 10% of the sales to orphanage, other social organizations, or even supporting young local artists. Therefore, there will be special collection for every 6 (six) months dedicated for this event and the sales are keep on proceeding after the auction event as long as the products are still available since we are planning to create a limited edition collection. ACVĒ aims to create the first store in one of the most strategic area in Jakarta, which is inside Pacific Place Mall. We are planning to build an in-store first because we would like to gain trust from our potential customers since the products ACVĒ sell are going to be slightly upscale for local brands. In relation to the advertisement campaign, ACVĒ is planning to create both photo and video campaign with celebrity endorsement or our muse for the upcoming collection. The photo campaign will be spread out in the local magazines, such as Elle and Nylon since these magazines are targeting the adolescents, which is initially ACVĒ’s target market. We are not going to the billboard advertisement yet since it is going to be overpriced, so, this might be an alternative for our long term planning. For outdoors advertisement, we are planning to get involved in the pop-up bazaar or creating independent pop-up shop in strategic area, such as Senopati, Kemang, or Gandaria.
Lastly, in order to maximize the outcome, ACVĒ is going to do seasonal report regarding the media statistics, purchase analysis, along with brand awareness research. This research will be done during the early year, around January or February. We are planning for these months because we thought that there would be no maximum sales during these months since people just spent their budget during Christmas or New Year’s Eve. II.
iii Catalogue, Logo, Packaging
III. iv Promotional Calendar Companies that do best in this performance area are those that take a data-driven approach to trade investments and promotion planning. There are important days for our business to make sale items for increase costumer’s willingness to buy our items.
The new years eve become one of our big opportunity for the business because people would shop compare to religion day, because people who go to shop mostly costumer that celebrate that particular day. Our strategy to make a sale for several items that suitable with particular religion days. For example we’re willing to make a sale long straight dress for Idul Fitri days and match with the color. We’re reducing our sale items for example at 3 January, 21 March, 3 April, 1 May, 14 May, 16 May, 2 June, 24 September, 14 Oct, because people mostly focusing on their ceremony rather that buying a new clothes. But we can increase our sale items for rest of important days and also other important date such as like Father’s or Mother’s day and also Valentine’s day. III. v Budget Rundown for Communication Plan Budget Allocation Celebrity Endorsement, Photo and Video Campaign Print Media (ads in Magazines) Outdoor Marketing (pop-up bazaar) Direct Marketing (in-store service, membership, catalogue) Sponsorship and PR (Launching and VIP Event, Exhibition, Auction) Digital Marketing (online ads, socmed campaign, e-catalogue) Social Responsibility (charity)
Percentage 35% 5% 10% 5% 20% 15% 10%
CONCEPT AND INSPIRATION Our concept for the first collection will be called TURèD. The concept inspired by structured architecture, which is neat, tough silhouette, and minimal. Other than the architecture, ACVĒ also inspired by the Gravity movie, which took place in the outer space and it reflects the wide space from our initial theme, structured architecture. We are taking the color scheme from the outer space texture, which are white, grey, navy and a hint of peach to represent the color of sunlight hiding behind the spaces. For the details, it is taken from the earth texture as well, which is the rock erosion to reflect toughness.
ACVĒ’s S/S 2017 Moodboard, TURèD
FABRICS FOR THE COLLECTION There are 4 (four) fabrics that are used for this collection; synthetic wool, mixed cotton rib, organza, and scuba fabric. On the following paragraphs, it will be discussed about the fabric care for each fabric that we are using. Synthetic wool is actually not as fragile as real wool. They are machine washable with lukewarm water but this type of fabric also fine for dry cleaning technique. Cotton rib is when you can see the rows vertically knitted in the fabric. It is knitted this way to provide stretch, which makes it very comfortable and allows the garment to move and stretch with you. The care instructions for this fabric is that they actually machine washable with cold water and mild detergent but it will be safer to use dry cleaning only for it to stay elastic. Organza is an opaque fabric that is both wispy and full of body. These qualities make organza fabric a good choice for formal dresses like proms and weddings. You may also find organza in the home as window sheers, canopies or decorative ruffles. While it has an air of romance, organza is a very sturdy fabric that can withstand washing. The two types of organza require different cleaning washing techniques. Silk organza, which is made of natural fibers, should be hand-washed and air-dried or professionally dry-cleaned. Synthetic organza, made of man-made acetate, nylon, polyester or viscose, can be both washed and dried by machine. Made from a mix of synthetic fibers, this is a padded, foamy fabric that we call ‘scuba’ because it reminds us of neoprene scuba diving suits. A striking, modern fabric, it creates a structured silhouette whilst being soft and comfortable to wear. To ensure it maintains its shape, we would advise that you have it professionally cleaned.
APPENDICES
Our customers are meant to be anyone with laidback personality. They also have taste in fashion and adapted well to the current trends. These women like to have something that makes them comfortable but stand out at the same time since they would not mind to get some color hints into their outfits. Nowadays, women also well adapted to the technology and 80% of them do online searching, therefore, it will be an opportunity for us to promote our brand through online.
INTERVIEW RESULTS.