Fashion Retail Project "BiancaRina" by rbven.ny

Peranakan Peranakan Culture Culture 2022 2022

BIANCARINA BIANCARINA BIANCARINA BIANCARINA BIANCARINA

RKL-FR027 FASHION RETAIL FINAL PROJECT

Student Name & Student ID

Lai Yit Teng Puah En Thong Bong Kar Chun

001F14919 001F14120 002F14120

Programme

Diploma in Fashion Retail Management

Assignment

Assignment 3 & 4

Term/ Year

(6.1&7.1) / Sept 21

Lecturer

Mr. Muhamad Rizal Bin Md Zawawi

Submission Date

WEEK 14

Table of content

A C R N I AI N

1. Introduction 1-8 1.1. Background of the company 1.2. Situational Analysis 1.2.1. Current performance analysis 1.2.2. Industry analysis 1.2.3. Market analysis 1.3. Retail format analysis 1.3.1. Rationalization of retail format 2. Retail location decision 9 - 25 2.1. Analysis of Trading Area 2.2. Classification of shopping districts 2.3. Site selection 2.4. Designing and fixturing the retail environment 2.4.1. Planning the concept 2.4.2. Designing the exterior 2.4.3. Designing the interior 2.4.4. Fixturing 2.4.5. Innovation in retail environment design 3. Merchandise/product strategy 26 - 30 3.1. Merchandise distribution 3.2. Planning and executing the purchase 3.3. Pricing consideration 4. Promotional activity strategy 31 - 38 4.1. Advertising 4.2. Public relation 4.3. Visual merchandising 5. Market/product expansion strategy 39 - 47 5.1. Product development 5.2. Market development strategy 5.3. Diversification 5.4. Global and International Expansion 6. Retail operation strategy 48 - 56 6.1. Receiving orders 6.2. Paying suppliers 6.3. Staffing – Recruitment 6.4. Inventory controls 6.5. Handling returns and exchanges 6.6. Security systems 7. Budget 57 - 59 8. References 60 9. Appendices 61 - 72

BACK BiancaRina is a new fashion brand that focuses on the fashion lifestyle and leather good products. The target markets of the brand are women who are from 18 to 45 years old which includes on-going college students and also working adults. BiancaRina was founded by Daniel Chong who is the creative director of Royal Polo and also a designer. Daniel Chong is concentrating his business in Malaysia and Indonesia due to local demand. Slowly, he intends to expand his business into Thailand. He sought to come up with a new brand name that shared the same culture and inspiration among these three countries in the leather products market. As a result, BiancaRina was the greatest option, and it was inspired by Peranakan culture, a hybrid of Malay and Chinese. Peranakan descendants were found not just in Malaysia, but also in Thailand, Indonesia, and Singapore.

INTRODUCTION

MISSION VISION BiancaRina aims to focus not just only on leather goods, but also on fashion apparel, cosmetics, and also shoes, as well as small furniture such as plates and cups. BiancaRina also wishes to introduce the Peranakan culture to the rest of the globe. BiancaRina seeks to leverage the strength of the Malaysians all around the world to promote the Peranakan inspiration brand, BiancaRina and also the identity of the Peranakan. BiancaRina hopes that more and more people, particularly the younger generation, are aware of Malaysia's great culture, Peranakan culture.

S ST Rt rEeNn gG tThH Skilful in leather goods With many years of experience, Woodpecker Leatherland is a specialist in ladies leather products. It was also the factory that assisted the Bonia brand with its manufacture. It holds the Royal Polo master licence, while BiancaRina is a Royal Polo sub-line. As a result, BiancaRina's leather bags are of high quality, as they are created by a reputable company. Customer base from Royal Polo Although BiancaRina is a new fashion brand, it is a Royal Polo sub-line. On Shopee, BiancaRina's bags are sold alongside Royal Polo. As a result, BiancaRina will have a greater chance of being noticed by Royal Polo's target customers compared to other new brands. Strong Design With A Story: Heritage Will Never Go Out BiancaRina and its collection were inspired by a Peranakan culture which is unique and niche nowadays. Strong supply chain base Since BiancaRina is the sub-line of Royal Polo, its supply chain is also the same as Royal Polo. The products were produced by the Woodpecker Leatherland Sdn Bhd which is a specialist for leather goods.

WEAKNESS

New brand

BiancaRina is considered new in the business as compared to the other local and

international brands such as Louis Vuitton, Bonia, B.Adore, etc. This is because people tend to trust long-established brands. Inactive social media presence

BiancaRina's items are now available on Facebook, Instagram, and Shopee (Together with Royal Polo). However, they lack interaction with the customers by posting photos and videos. Lack of aesthetic photoshoot

BiancaRina's photoshoots are not enough aesthetic for them to target the younger generation nowadays.

OPPORTUNITY

Physical store expansion BiancaRina has the ability to build her business not only online but also offline. Locations that are associated with Peranakan culture can be considered. Malacca, Kuala Lumpur, Penang, and Indonesia, for example. Own website & retail platform Customers will have additional options to purchase their favourite products if BiancaRina creates its own website. BiancaRina can open its own Shopee or Zalora account instead of selling bags on Royal Polo's Shopee. Diversify the product BiancaRina can aim to diversify its product line beyond leather goods in order to attract more target customers. BiancaRina could, for example, try to launch some lifestyle items such as plates and cups, or maybe some garments or footwear that will be used daily.

THREATS New fashion brands with lower prices Stiff competition from other fashion stores such as Bonia and Charles & Keith. To effectively compete with the other retailers in the industry, BiancaRina has to launch a new product and open new stores in order to stay ahead of the competitors. BiancaRina has to continuously revamp its product offering as well and balance its pricing strategy. If they fail to take these actions can occur in a decline in a competitive edge and thus impact the business result Economic instability When the economy is in recession, people's salaries are reduced. They will not purchase further fashion items because fashion is not a required commodity for everyone. As a result, sales for these fashion businesses could be considerably reduced.

MARKET POSITIONING INTERNATIONAL

EXCLUSIVE

AFFORDABLE

LOCAL Diagram above shown BiancaRina brand positioning

The diagram above clearly shows both local and international fashion brand market positioning. 8 companies are chosen to compare in this positioning map such as LV, Coach, Gucci, Charles & Keith, Bonia, Materialipstick, B.Adore, BiancaRina and Cream Couch. These 9 brands are being compared as they are all fashion brands that provide similar products and also have similar target customers. This positioning map can help BiancaRina to know where the competitors sit in the fashion industry to help BiancaRina to compete with the competitors by improving the brand and also entering the fashion industry. Biancarina is now targeting the local and international younger generation and also working-class ladies who appreciate the Peranakan culture design, stylish, trendy, lifestyle with affordable prices.

BIANCARINA

COMPE TITORS

Political Follow import and export laws as well Asian Market like China, Singapore, Thailand and Indonesia

Economic

Social

Must target royal customer with good purchasing power

Target young customer (18-45 years old ) Culture

Developing asia countries ( Thailand, Indonesia and Singapore ) may be good for Biancarina.

Online Shopping focusing on the middle/lower class people.

Less buying power due to pandemic

Technology Social Media Marketing such as Facebook, Instagram and Shopee

Legal Product placement and promotional content

Environmental Sourcing, trading, and testing ethics of Biancarina product/service components Product and packing size

RETAIL FORMAT SPECIALTY STORE BiancaRina is advised to offer their products through a speciality store for store-based retailing. A speciality store sells only a specific type of product. Furniture, clothing, and cosmetics are some of the examples. BiancaRina should operate a speciality store as it is selling its leather goods. There will be certain benefits to selling the products through speciality stores. Due to BiancaRina's speciality store only selling expertise products, the personnel must be extremely knowledgeable about the brand and the products. The personnel will receive training on BiancaRina-related information. It will assist customers in having a better customer experience by providing them with knowledgeable staff.

SHOPEE & WEBSITE BiancaRina can offer its products on Shopee for the online platform. BiancaRina can create its own Shopee account

instead

sharing

one

with

Royal

Polo,

allowing it to focus more on its own business and avoid misleading customers between two brands. BiancaRina should also have its website. For a business to provide ease to its customers, it must have an official website. The

BiancaRina

information

and

customers.

official

website

promotional

can

provide

all

announcements

2022

RETAIL LOCATION DECISION

ANALYSIS

TRADING AREA embah Pantai is a parliamentary constituency in Malaysia's southwestern Kuala Lumpur. Constituencies adjacent to Lembah Pantai are Bukit Bintang, Seputeh, and Segambut. Besides The Malays citizen are the majority voters in Lembah Pantai electorate at 52% followed by the Chinese at 26%, Indians at 21%. The total number

，

of eligible voters is 56,650. According to the State Socioeconomic Report 2020 by the Department of Statistics Malaysia, Kuala Lumpur (State that Lembah Pantai Located on), Selangor, Johor, Sarawak, Pulau Pinang, and Sabah remained as the greatest contributor to the national GDP with a total contribution of 72.1 % on 2020. More, Kuala Lumpur also exceeded the national average mean monthly salaries &wages by 29.46%. (DOSM, 2021) Moving on, Constituencies adjacent to Lembah Pantai such as Seputeh, Segambut, and Bukit Bintang are strong trading area competitors to Lembah Pantai. Next, Availability of Store Locations. there are many great availabilities of Store Locations within Lembah Pantai such as Mid Valley City and Bangsar.

TRANSPORTATION-WISE Furthermore, Transportation-wise, Lembah Pantai has a great Transportation system ranging from Buses, Urban rail (Rapid KL and KTM Komuter), and Taxis. Like most other countries in Southeast Asia, driving is the most common way for transportation in Malaysia and so does Lembah Pantai. Therefore, Lembah Pantai is well-connected by highways and the most used highway for Citizens that lived in Lembah Pantai is New Pantai Expressway, also recognized as NPE in short. The 19.6-kilometer (12.2-mile) expressway runs parallel to the Federal Highway, between Selangor and Subang Jaya in Bangsar and southwest Kuala Lumpur in the northeast. Therefore, Lembah Pantai is well-developed in terms of transportation wise, people can get to where they wanted to be easy and there are multiple transportation options they can choose from. Great Transportation System resulting less courier time within Lembah Pantai because Courier Services Provider will have multiple routes to choose from when they are doing delivery.

2022

RETAIL LOCATION DECISION DETAIL >

RICH OF FINANCIAL INSTITUTIONS M

oreover, Lembah Pantai

also has all the financial institutions such as Commercial Banks, Islamic Banks, International Islamic Banks, Investment Banks, and other Financial Institutions. There are several advantages of having Financial Institutions within the Trading Area such as Financial Institutions providing long-term business funds and besides providing funds, many of these institutions provide technical advice, financial, managerial, and consultancy to business firms. (qsstudy, 2021)Furthermore, financial institutions could provide liquidity to the economy and authorize a higher level of economic activity than would otherwise be possible. According to the Brookings Institute, banks accomplish this in three main ways which are offering credit, managing markets, and pooling risk among consumers. With that being said, financial institution plays a very important role in a trading area and good financial institutions can caused a positive impact on the economy of the country. (qsstudy, 2021)

owever, an amazing trading area like Lembah Pantai has its

geographic weaknesses such as rapid flash floods around Klang River area, resulting from damage of the residents, property, and even transportation breakdown. The cause of flash can trace back to the start of urbanization in Klang Valley, as the urbanization increased rapidly and the fast-growing population with lack of coordination in planning and development caused the flood to happen. (YUSQFF, 2007)

2022

RETAIL LOCATION DECISION

DETAIL >

I A

Business District, also known as CBD, is the commercial and

business center of a city.

District in Kuala Lumpur. Central

embah Pantai is placed within Central Business

T R I STC

The area is characterized by a concentration of commercial land use with a high number of retail shops, commercial offices, and services such as banking and finance.

ia gr Pa KEY h am ba ab m e CHARACTERISTICS ov L es m how fro s u i s a 10 OF CENTRAL BUSINESS Kilo m eters ra d DISTRICT INCLUDE :

Lembah Pantai shared the same characters of Central Business District, such as high concentration of high-value property, Lack of green zone, highway links to a different city as shown as the Diagram below. More, Lembah Pantai enjoys the advantages of being part of the Central Business District such as more jobs opportunity, the best infrastructure of the country, and being in Central Business District like being the epicenter of the country because Central Business District has gathered the best facilities. However, there are also disadvantages of being In the Central Business District, such as high living costs, and pollution like air pollution and sound pollution is awash in Central Business District. (executivecentre, 2018)

High concentration of banks, offices, and financial institutions. High density and high-rise buildings. Department

stores

and

high-end

shops. Multi-story car parks. High land values. Lack of open and/or green space. Well-managed

infrastructure

links

with other parts of the city. (designingbuildings, 2021)

Furthermore, Mid Valley Mega Mall also got other

including Celebrity Fitness, MPH Bookstores. More, Mid Valley Mega Mall also has an Exhibition Centre named Mid Valley Exhibition Centre (MVEC) best for multiple occasions such as exhibitions, seminars, and concerts. MVEC has three exhibition halls, which can be combined,

into a 60,000 square feet venue. It is designed to be pillar-

less with generous ceiling height, minimal wall obstruction,

E T I

and wide entrances. MVEC has the best exhibition support facilities, which include a floor trench system for running essential services to the designated location safely. MVEC

has hosted countless successful exhibitions and broke countless records since 2001. Transportation-wise, Mid Valley Megamall is accessible via a vast network of roads and highways that link the Megamall to various residential and business addresses,

Mid Valley Mega Mall is a Regional Shopping center in Mid Valley City that positions as a one-stop mall serving as a family, tourist, and lifestyle destination for local and out-of-state residents. Apart from the general shoppers, midclass office executives and business travelers are also their target customers.

as well as KL Sentral, main LRT stations, and the Kuala Lumpur International Airport (KLIA). A complimentary shutter bus service is provided by Mid Valley Megamall for visitors to and from the Bangsar LRT Station daily. The Mid Valley KTM commuter station which provides direct access to the Megamall via a covered pedestrian bridge brings in an average of 10,000 passengers each day.

Mid Valley Mega Mall is a large, planned shopping facility with over 1.7 million square feet net lettable and over four hundred retailers in twelve categories, and department stores such as AEON, AEON BIG, and Metrojaya. Mid Valley Mega Mall offers a very broad and deep assortment of shopping-oriented goods and services intended to enhance the consumer’s

visit

from

high

fashion

international brands Superdry, Bershka, Kipling,

Miss

Selfridge,

Swarovski,

Timberland, Topshop / Topman, Uniqlo, and Zara, and local brands such as Padini Concept Store.

RETAIL LOCATION DECISION THE KEY ADVANTAGES OF MID VALLEY MEGAMALL

ALL

Y E

L L

A V D IM Offering a competitive parking rate Providing a friendly shopping environment and offering general concierge’s service Offering a friendly layout with a mixture of a tenant from local to international and reputable tenants. The strong and successful mall-initiated event, especially festive decors, in Christmas, Chinese New Year, etc.

Availability to access to premium shopping mall – The Garden Malls

The Concept Midvalley The main concept of planning and designing the retail environment of BiancaRina is to create a simple, modern yet classy retail environment, as selecting white as the main colour for the retail environment and with the help of colourful Peranakan tiles makes the retail environment. Moreover, by utilizing the principle of Less-is-More, we decide not to overflow the retail environment with Fixtures because it will make the retail environment feels packed and uncomfortable. Next, we also avoided the usage of woods within the retail environment as woods are normally utilized in most Peranakan stores, we wanted to recreate the modern Peranakan retail environment with good lighting and color selection. Furthermore, we are using a Wall display for our main display rack as it can make a customer for easy browsing and wall display makes the retail environment feels spacious as wall display won’t be taking a lot of space and allow more walking and browsing for customers. Other than that, we have placed 6 frames with the Peranakan cultural-historical photo hanging on the left wall, this is to let the customers have a little touch of Peranakan culture feeling in the physical store. Furthermore, we are decorating the interior of the retail environment with the right amount of Peranakan Art in fashion.

FLOOR PLAN Midvalley

Store room

Fitting room

Window display

Wall display

Window display

Table display

Wall display

Open Checkout Counter

Exterior Design Midvalley

Midvalley

Interior Design

Interior Design Midvalley

F I X T U R I N G

Store fixturing is more than just displaying and showcasing products of BiancaRina, it also can impact the store’s atmosphere and ultimately effecting customers’ decision of buying. Bad Fixturing can cause a bad image to the store and confusing to the customer such as the chaotic placing of products, bad light fixtures, or selecting low-quality fixtures. As we are suggesting BiancaRina adopt the principle of less-is-more, this aesthetic emphasizes minimalist mainstays like Simplicity in design to serve an overall function such as product showcasing, clean lines, and compositions Lighter and more neutral colours and by emphasizing, lessis-more BiancaRina can draw all the attention of the customer to their products instead of losing attention in fancy fixturing.

Recessed Lighting Suggesting for BiancaRina’s light fixture is Recessed Lighting, this light fixture is installed above the ceiling and has an opening that is flush with the ceiling. Recessed lighting sends a relatively narrow band of light in one direction, so it can be used to provide ambient, task,

accent

lighting.

The

recessed lighting in this kitchen adds

sufficient

light

without

overwhelming the space.

Tables Display

When customers first enter the store, they will see the tables right at the center of the store displaying the latest products of Biancarina, and the table is able to attract the attention of customers to the products and helps build the expectation of customers for well-designed products. Furthermore, the main showcasing tables are best for the salesperson to introduce products to customers.

stand

ing p

ose x

Adult (Female) Mannequins

sitting pose x2

scarf & accessories display x3

Open Checkout Counter

Open Checkout Counter is friendly, inviting, makes customer feels welcomed, and easy to access.

Besides, open Checkout Counter also offers a Personalized

Customer Experience, customers can always ask for a personalized experience such as gift wrapping or even products customizing.

Tables display

Wall Display By using Wall Display makes the store looks and feel spacious and Wall

Display

also

allows more space for the

customer

browse.

offers

to a

much better and more accurate

view

products, and it also does not take up that much space either.

Hanger Scarf Hanger

WHY WOODEN?

Multiple usage Hanger

Wooden hangers do not sag. Balanced and prevent clothes from being stretched. Last a long time.

Tuxedo Jean | Slack | Corduroy

Augmented Reality "Smart Mirror" X1

Explore & Play

Explore the Peranakan culture and the information of BiancaRina.

BiancaRina could implement AR and near field communication (NFC)technology in the future.

Mirror

Mirrors offer an illusion of spaciousness to the store and can make the store wider visually and mirrors can also reflect light back into the store makes the not only wider but also

brighter. Moreover, Mirrors allow the customer to see how they look with BiancaRina products, and this can seal the deal.

INNOVATION These augmented reality smart mirrors can also be used to provide users with push offers, discounts, and even upsell products. It gives shops a new way to communicate with their customers and establish loyalty. BiancaRina will use the device as billboards for Pushing Offers, Upselling, and Loyalty while they are not in use.

When people stand in front of the smart mirror, the mirror detects them and switches to another function, such as a magnifying mirror. Idea 1: Try on the product via augmented reality. Idea 2: Peranakan delicacies and traditional attire Idea 3: Peranakan backdrops and artwork The addition of technology to in-store retail allows you and your company to connect with customers in the most effective way possible while giving the finest possible customer experience. Retail technology can bridge the gap between brick-and-mortar and ecommerce sales, demonstrating not only to be effective in the retail industry but also to provide a completely immersive shopping experience.

MERCHANDISE DISTRIBUTION Track BiancaRina stock levels at all times Have a solid system in place for tracking BiancaRina stock levels, prioritizing the most expensive products. And also effective software saves BiancaRina time and money by doing much of the heavy lifting.

Hire a stock controller for BiancaRina Stock control is used to show the amount of inventory BiancaRina have at a given time and applies to all items from raw materials to finished goods. If biancarina has a lot of inventory, BiancaRina might need one person responsible for it. A stock controller processes all purchase orders receive deliveries and makes sure that everything coming in matches what was ordered.

The management of the raw materials inventory of BiancaRina Which includes all the items needed to complete each product. For the BiancaRina brand especially, numerous raw material items are required to finish one handbag, so keeping inventory in check is a must. BiancaRina needs to keep track of its inventory of hardware including counting stock of raw materials such as meters of chain, eyelets, magnets, zipper pulls, square feet of leather, and so on. These are routine items that check the inventory before and after every single production run. By knowing these quantities Biancarinia knows what to order for the next production run, what is running low and what have an abundance of.

PLANNING AND EXECUTING THE PURCHASE

Market Effectively on Social Media Platform Use online marketing strategies to advertise the BiancaRina brand. For example, Pay-per-click ads can be effective as only have to pay for the advertisement when someone clicks on the ad. Also, social media platforms such as Facebook and Instagram provide easy, free ways to advertise your business. Provide interesting and informative content with lots of images of the bags BiancaRina sell. For example, BiancaRina should show pictures of a businesswoman holding a purse while walking to work. Social media platforms allow biancarina to talk directly with customers and listen to their comments and suggestions.

BIANCARINA

NEW ARRIVAL

HANDBAGS

SHOES

CLOTHES

FURNITURE

SHOP

SHOP NOW

SPECIAL OFFER

LAUNCH A NEW WEBSITE BiancaRina probably already have an audience of raving fans on social media such as Facebook, Instagram and Shopee. Furthermore, This will make sure they see BiancaRina brand new website! In addition to sharing the news of the launch, highlight the benefits of visiting the BiancaRina website, such as new resources, special offers, or an improved user experience. Apart from that, the BiancaRina website should use symbols instead using of a word which provides the customer to have a smooth user interface to purchase it.

PRICE STRATEGY OF BIANCARINA JULIA & NADIA

BIANCARINA Julia Chain Handbag 2 in 1 Set [Free Button Envelope Wristlet] 5 Colors RM199.00 BIANCARINA Nadia Handbag 2 in 1 Set [Free Button Envelope Wristlet] 6 Colors RM159.00

KEBEBASAN COLLECTION SURAT, SURAT CINTA, BAKUL, TRIFF RM159 - RM179

KEBEBASAN

PRICING CONSIDERATION 29

PRICE STRATEGY OF BIANCARINA SCARF

BIANCARINA SCARF COLLECTION BIANCARINA SlLK SCARF FLORAL PATTERN RM 90

SMALL FURNITURE

BIANCARINA SMALL FURNITURE COLLECTION PERANAKAN TEACUP SETS , COASTER , BABA NYONYA DESIGN POWDER BOX COLLECTION

RM 20- RM 129

BIANCARINA ADVERTISING

In order to attract more loyal customers to purchase

the

products

BiancaRina,

advertising is a must to be implemented. Instead of doing advertisement in order platforms, BiancaRina is suggested to be active on their social media such as Facebook and Instagram. People nowadays are very addicted to social media; as a result, social media is the perfect platform to market and help BiancaRina gain attention and increase brand

awareness.

Furthermore,

many

competitors, such as Bonia and Charles & Keith, are succeeding on social media by sharing attractive photographs and videos on their Instagram and Facebook pages. This aids them in attracting a great deal of attention from people all over the world. Therefore,

compete

with

them,

BiancaRina can be active on their social media by posting some videos such as outfit videos, Peranakan culture videos or other aesthetic photos.

ADVERTISING

SOCIAL MEDIA STYLING VIDEO OUTFIT STYLING VIDEO

BiancaRina can be posting a styling video on IGTV and Facebook. The content of the video will be sharing different outfits styling with BiancaRina bags from Monday to Sunday. BiancaRina will be collaborating with the chosen celebrity or influencer to shoot for the outfit styling video. The Instagram users can enjoy the interesting outfit challenge video that has been shared and get some outfit inspiration. The video will help BiancaRina to promote the brand successfully

with

the

celebrity

influencer's

popularity.

Furthermore, the video can assist BiancaRina in demonstrating more possibilities for styling their bags with different kinds of outfit styles. PERANAKAN CONCEPT CREATIVE VIDEO Due to the effection of TikTok videos, people nowadays especially the younger generation enjoy watching some creative videos. Therefore, creative videos can help BiancaRina to grab the attention of customers. BiancaRina can be either posting creative videos on its current social media such as Facebook and Instagram or even creating a TikTok account. BiancaRina can be posting the video with the hashtag #biancarinastyle on every social media. The content of the videos is a creative outfit challenge with BiancaRina products that are inspired by the Peranakan food or dessert. The styling videos can also be inspired by the traditional kebaya or fabric of Peranakan by turning the colour concept into a modern outfit. The colourful food, desserts or fabrics will make the outfit more challenging and interesting which is also following the trend now.

BIANCARINA

A D V E R T I S I N G

INTRODUCTION VIDEOS / PHOTOSHOOT Since BiancaRina is inspired by Peranakan culture, the collection adheres to that culture as well. It is critical to tell the customers about the brand and collection concept. Due to many people, particularly the younger generation, are unfamiliar with the Peranakan culture, BiancaRina can use videos way to tell the tale of the Peranakan culture as well as the brand. For additional insight into the Peranakan culture, BiancaRina can shoot videos in Penang or Melaka. The videos might, for example, show what Peranakan is, as well as Peranakan fabrics, patterns, colours, and meals. Additionally, BiancaRina can release videos about the brand, such as how each collection was inspired and designed. Aside from videos on Peranakan culture, BiancaRina should also include videos or photos showcasing each collection's function and features. For example, showing videos of the bag's size and the number of items that can fit within it. This is because many customers are anxious about how much they can fit into the bags before purchasing them. In addition, BiancaRina can share more attractive and aesthetic photoshoots of outfits styled with the bags so that customers can better understand how to style the bags. This can also help BiancaRina to stay active on social media and have more interaction with the customers.

C C CE E EL L LE E EB B BR R RI I IT T TI I IE E ES S S E E EN N ND D DO O OR R RS S SE E EM M ME E EN N NT T T

/ / / C C CO O OL L LL L LA A AB B BO O OR R RA A AT T TI I IO O ON N N

PR BiancaRina can partner up with prominent celebrities or influencers to achieve notoriety quickly. By enlisting the help of celebrities, BiancaRina may be able to select a well-known actress to serve as their ambassador, thereby attracting a wide consumer base. BiancaRina can partner with celebrities and release limitededition products through collaboration. There are 3 examples of celebrities given for BiancaRina as references. BiancaRina can strengthen its brand awareness and value by cooperating with them.

Jeanette Aw Actress, Businesswoman, Writer, Filmmaker After the publication of the drama "Little Nyonya" she

became

well-known.

She

complements

BiancaRina's brand image because she previously played Nyonya. BiancaRina can attract clients who adore Peranakan concept products and bring back memories of the drama for the customers by cooperating with her.

Yaya Zahir Actress, Model, Host, Designer When it comes to fashion, Yaya Zahir has a great eye. She has also collaborated with a variety of brands, including SHEIN and Vans. This indicates that

many

brands

her

image

and

her

popularity. Yaya also has around 269k Instagram followers, allowing her to reach a large number of people through several platforms. BiancaRina will receive a lot of attention as a result of this.

Yuna Singer, Song-writer Yuna is a well-known Malaysian singer. She has a great number of fans who back her up. She also has

around

898k

followers

Instagram.

Biancarina can take advantage of this possibility by teaming with Yuna, who has a strong fan base in Malaysia since BiancaRina is also targeting Malay market in Malaysia and also Thailand and Indonesia in the future.

PR collaboration Kebaya Dining Room Kebaya Dining Room is a beautiful restaurant located in Georgetown, Penang. Kebaya Dining Room serves the customers tasty Nyonya foods. Kebaya Dining Room is one of the must-try Nyonya restaurants in Penang. Biancarina can collaborate with the Kebaya Dining Room by displaying some of the BiancaRina collection in the restaurants. The staff in the restaurant will help BiancaRina to promote the products to all customers who went to the restaurants. BiancaRina can give Kebaya Dining Room 20% commission on each sale as their earn fees and bag displaying fee. The customers who purchase above RM100 in Kebaya Dining Room can get a 10% discount for the BiancaRina bag if they purchase the bag on the same day in Kebaya Dining Room. BiancaRina and Kebaya Dining Room can both post this collaboration on each social media to attract more customers to be aware of this collaboration.

Nyonya Colors Nyonya Colors is a small restaurant that specializes in premium homemade quality Nyonya Kueh and delights. Nyonya Colors have many branches in Kuala Lumpur such as Mid Valley, KLCC, Nu Sentral, My Town and many more. BiancaRina can also attract more customers by collaborating with Nyonya Colors. For example, once the customers purchase BiancaRina bags in the physical store and also an official website at above RM180, they can bring the receipt to any Nyonya Colors branches to exchange for any Nyonya Kuih below RM10. This collaboration benefits both BiancaRina and Nyonya Colors to have more customers to build brand awareness.

Diagram above shown Kebaya Dining Room & Nyonya Colors

4.3

VISUAL

The next promotional activity strategy besides advertising and public relation is visual merchandising, having good visual merchandising helps the store gain the following benefits as Increasing customers, increasing sales, adding product value and gaining exposure for the brand. Moreover, visual merchandising is more than just window display but it also helps the brand to tell their stories, yes, great visual merchandising often delivers a great story, it helps the brand to connect with the customers by telling their unique stories. For example, BiancaRina can tell their unique Peranakan story by implementing unique Peranakan elements into the visual merchandising and customers gets to know more about BiancaRina by just looking at the visual merchandising. Furthermore, visual merchandising also helps to add value to the product, With the right visual merchandising techniques, a product with low demand can be strategically highlighted in the visual merchandising and BiancaRina can sell these items without lowering the retail price. It’s a very common strategy to add value to certain products. Last, visual merchandising is one of the many great ways to promote BiancaRina and its products, it allowed the customers to know more about BiancaRina and its products without entering the store. Although good visual merchandising took time to plan, and it can be quite costly sometimes but it helps gain exposure and essentially help the store increase their profits.

MERCHANDISING 3637

Composition: Focal Point & Artistic Design Group products towards the front of the glass to get the maximum exposure

PRODUCT D E V E L O P M E N T

DIFFERENT PATTERN BAG STRAPS BiancaRina can come out with bag straps with many different patterns. This is because many people nowadays purchase bags not only to carry for their things but also to match with their outfits. By coming out the bag straps with different patterns, the customers are allowed to buy their favourite straps to match with BiancaRina bags. BiancaRina can have a hibiscus flower pattern on the straps or any other Peranakan printing on it. BiancaRina can also come out with some pastel colour straps for them to target the younger generation. If the bags are in a plain colour, the colourful straps can help to decorate the bags and make them more colourful and unique.

PRODUCT

DIFFERENT BAG SIZES BiancaRina should have come out with many different sizes for one bag design. For example, BiancaRina can have small, medium, large sizes for one bag design but not only one size for each design. Different sizes of the bags can help BiancaRina to target more possible customers as some of the people like to buy small bags

while

others

purchase

big

bags.

Furthermore, BiancaRina should list down the handbag measurement guide or sizing chart on social media and also the official website to help customers buy the right handbag. The customers can follow the chart to purchase their favourite size in BiancaRina.

DEVELOPMENT 40

DEVELOPMENT

MARKET

STRATEGY

LOYALTY PROGRAM To attract and target more customers to purchase on BiancaRina,

BiancaRina

should

come

out

with

some

strategies to grab customers' attention. One of the examples is a loyalty program. A loyalty program is the rewards or vouchers that are rewarded by the retailers to the customers. The loyalty program allows BiancaRIna to encourage their customers to repeat buying at BiancaRina while also introducing the brand to others to get the rewards. BiancaRina can provide the BiancaRina coins (BCs) for the customers who spend above a certain amount.

The

customers can sign up for an account on BiancaRina's website and the reward system will allow them to earn the BCS. Furthermore, BiancaRina can also provide referral rewards for the customers. For example, once the customers introduce the brand to their family and friends. both the referrers and referees can get 20BCs when the referees make their first purchase on BiancaRina's website by using the referrer's code. This program not only can helps to attract customers but also can helps BiancaRina to gain more sales.

AFFILIATE Another market development strategy can be an affiliate program. BiancaRina can create an affiliate program

its

official

website

for

possible

customers or even bloggers and influencers to join the program. All the influencers and bloggers with many followers can join the program by signing up for the affiliate program on the BiancaRina website. BiancaRina can review their details and decide whether to allow them to join the program and reply to them through email within 3 days. As the members of the BiancaRina affiliate program, the influencers need to promote BiancaRina products on their social media with the product link. Once the target market purchase on the BiancaRina website with the link and code, the influencers can get their commission. The members of the program can also get their birthday month vouchers, monthly vouchers, newsletter when new promotion or collection out and also 10% - 20% commission on each referral sale. Through this program, BiancaRina can build its brand awareness while also earning from the sales made. The influencers' popularity can also help BiancaRina to reach out to more customers.

PROGRAM 42

BIANCARINA Collaboration The next strategy that can be used by BiancaRina is to have a collaboration. Mr Raymond Wong Sin Kong is a practitioner of Nyonya beadwork and embroidery in Singapore and a fashion designer with 16 years of experience at Rumah Kim Choo boutique in the Joo Chiat area of Singapore. A third-generation Peranakan, he grew interested in beadwork and embroidery in 2005. BiancaRina can collaborate with Mr Wong to launch out the limited edition Peranakan culture bags. When the product is launched out in the BiancaRina physical store, BiancaRina can invite Mr Wong to the store to showcase the beaded works of Peranakan culture. If the customers have interested, BiancaRina could open 2 days Peranakan beadwork workshop for the people who are interested in Peranakan beaded. This collaboration can help BiancaRina to promote the Peranakan culture to the more possible target market. Furthermore, BiancaRina can also earn from this collaboration with Mr Raymond.

BIANCARINA

DIVERSIFICATION

BiancaRina is currently selling women handbags

their

customers.

attract more customers from different markets, BiancaRina could diversify its products line by producing different kinds of products. By diversifying the products, also can help BiancaRina to compete with its competitors such as Bonia and Charles & Keith. Both of these

competitors

have

diversified

their products line from bags to shoes, wallets,

accessories

and

living.

Therefore, BiancaRina is suggested to diversify the products from not only bags but also produce shoes, scarves, clothing and also small furniture such as cups and plates.

BIANCARINA DIVERSIFICATION CLOTHING BiancaRina can come out with some clothing for the customers. Nice clothing can help BiancaRina to target more women to purchase. The customers may also purchase more in the BiancaRina store as they might buy many different items of clothing to style with BiancaRina bags. SMALL FURNITURE People nowadays are addicted to all things aesthetically pleasing.. Small and nice cups and plates are included in the examples. BiancaRina can produce some nice small furniture with the BiancaRina logo or Peranakan design on it to attract the customers while also increasing brand awareness.

SCARVES The scarf is one of the fashion items that are loved by everyone. This is because the brands can play their design and art on the scarves such as a monogram or other designs on them. Furthermore, the scarves can be used in many ways so many people especially women like to purchase scarves. BiancaRina can sell their scarves with some Peranakan designs on them to make them more unique and attractive. SHOES BiancaRina can produce its shoes in the physical store and online platform to attract its target customers. This is because many people like to purchase shoes to style with their outfits or purchase their favourite collection. By having shoes, BiancaRina can attract many people from a young age to working adults to generate income.

GLOBAL AND INTERNATIONAL EXPANSION

PHUKET, THAILAND Before Phuket became known for all the beach tourism and oceanside resorts, Phuket thrived in the 17th century for its wealth in Tin which attracted interest from European and Chinese traders. This Thai-Chinese mix of heritage is known as “Baba” similar to Peranakans in Malaysia and Singapore. Some new brands, such as BiancaRina can start their business at Phuket Old Town because tourists like to buy some souvenirs, clothing, bags, and handmade craft from Peranakan. The Phuket old town is commonly well known for Peranakan Culture. It is good for BiancaRina can slowly expand into a full-fledged shop if their profits grow at Phuket.

GLOBAL AND INTERNATIONAL EXPANSION

BALI , INDONESIA Samasta was developed in a Lifestyle Village concept. This concept represents the influence of Bali's traditional and tropical atmosphere, filled with the selected tenants to fulfill nowadays lifestyle. Samasta also be the home of the first Movenpick Resort & Spa in Indonesia, a 5 star hotel from Switzerland and retail spaces with selected specialists. Samasta Lifestyle Village is destined to be the hub of Jimbaran. As the tourist destination in Jimbaran Area, Samasta served more than culinary journey but also the best place to hang out with so many attractions. BiancaRina can start their business store at there because Semasta is the best place to attract customer and foreign traveler to purchase some bags, souvenir,clothing and acessories. Other than Semasta is the place full of lifestyle and culture. This is good opportunity for BiancRina introduce their Peranakan Culture Bags and target more loyal audience at there.

ReceivingOrders

The Cashier/Salesperson could help customers to register a loyalty program when checking out at the counter.

The

primary

motive

behind

loyalty

program is to retain customers by rewarding them for their repeat purchase behavior in online and offline retail stores. Retention is more cost-effective than acquisition. it hard to bring in new customers compared to selling to existing ones. Hence, the loyalty program is low cost and brings a good result to attract a new customer. Sustainable

Retail

Packaging

A successful brand is not only selling products. Whether you’re selling clothing, bag, accessories, or cosmetics, as a retail company, you need to reassess your packaging strategy whether you sell online, instore, or both. It’s essential so you can maintain a market position in today’s eco-friendly world besides only selling products. Brands can offer customers the opportunity to collect points and receive a 10% discount while returning the packaging in-store or shipping the packaging for free (BiancaRina’s websites). This activity aims to provide retailers with a simple solution to waste. It sends customer orders in reusable and returnable packaging and retailer can also save the packaging cost while promoting environmental awareness. Furthermore, the brand will have a good impression on the sight of the audience.

PAYMENT

METHOD

PAYMENT METHOD IN STORE

The customers who shop in the BiancaRina can be using either cash payment, DuitNow QR or debit cards & credit cards.

Cash

Debit & Credit Card

DuitNow QR

WHY DUITNOW QR INSTEAD OF MAYBANKQR & TOUCH AND GO E-WALLECT?

DuitNow QR allows interoperability between all participating Banks and e-Wallets

ReceivingOrders PAYMENT METHOD ONLINE

The customers who shop on BiancaRina'S Websites be using either a Debit/Credit card, FPX, or PayPal

Debit & Credit Card

FPX

PayPal for International customer

CONTACT The customers can contact BiancaRina through the official website (Livechat, email & phone number), Instagram, or walk into the BiancaRina physical store in Mid Valley Megamall, Kuala Lumpur.

ReceivingOrders

Delivery

system

BiancaRina can also provide delivery services with gift packaging services while customers want to purchase items in the BiancaRina store and deliver them for their family, beloved, or friends as a birthday present. It provides a convenient and great shopping experience to the customers.

POS

Systems

“buy in-store, ship to customer” feature. Previously, for in-store customers who wanted an out-of-stock product, BiancaRina could use the POS system to send customers an online shopping cart link to check out by themselves. So, associates can process the transaction and the warehouse will ship the items directly to their beloved customers. Other than that, the customer could register their email at the BiancaRina website for notification restock.

On BiancaRina websites, shoppers can choose between delivery to home same-day delivery (Begin from Area Selangor) -pickup options at the store (in-store, curbside). Moreover, the retailer connects inventory across channels by sourcing online orders from its stores and also from the e-commerce fulfillment centers.

Negotiating

payment

terms

by Using

trade

credit

Biancarina could request the suppliers to extend the trade credit whenever you are allowed to pay later after receiving the goods and services. The Trade credit allows you to defer your cash payments to your suppliers in exchange for your promise to pay them in the future, followed by their credit terms.

For a huge amount per month request 60-90 days payment terms For a small amount request 30-60 days payments terms.

Payments

method

will be several managing measures the exist in the accounts payable department to secure that cheques are written to the right recipient with the right amount. One employee might authorize a cheque to be written after reviewing the backup documentation. Another employee prints the cheques. A director/senior manager signs the checks. Three

employees will participate in the cheque payment process, which will be minimizing the

potential for errors or fraud. Other than that, accounting systems will have a clear record for paying, supplier, date, and the amount and would not miss out on any transaction record will doing bank recognition. Businesses should use pre-numbered cheques.

cheques

Cheques provide the business with the capability to control the payments made. There

Pre-numbered cheques allow the company to determine the missing cheques immediately and take action to prevent those cheques from being used or copied.

Businesses also have the option to pay their suppliers via

Online

internet bank transfer. These are good for fast, one-off

So we suggest online banking could use on COD

payments. However, paying multiple suppliers by using

this type of payment each month can be time-consuming. payments.

Paying suppliers 51

Brick-and-Mortar

OPERATION HOURS Due to the physical store will be located at Mid Malley Megamall, the operation hours of the BiancaRina store will be following the mall which is

MANPOWER

Manage the general operation of the store STORE MANAGER

Plan employee's schedule Track sales quotas Manage stock inventory

Train new employees

SALES ASSOCIATE

Service the customers in-store and online Assisting in creating store displays Organizing the merchandises

Online

Predict and track fashion trends Create content for marketing campaigns Schedule photo shoots for new fashion collections Manage marketing campaigns Enhance the consumer shopping experience

Marketing teams x2

Maintain a marketing budget Communicate with customers on behalf of the brand researching fashion trends, new dye and print techniques, sourcing prints, Create designs using illustration, photo editing, and layout software

Graphic Designer x1

Staffing Recruitment

from 10.00 am to 10.00 pm every day including the weekend.

Inventory Inventory Controls play an important role in Retailing operation because Inventory control helps cut the number of slow-selling products a company purchases while also increasing the number of high-selling products. Inventory Control saves businesses time and money because they don’t have to spend lots of man-hours reordering and receiving goods that they don’t need. By using inventory control, BiancaRina can protect against making rash decisions and avoid the pain and expense that come from overstocking on inventory. As its name suggests, inventory control helps BiancaRina maintain control over its inventory levels so that BiancaRina can make the best use

its

resources

and

avoid

product

spoilage

and

obsolescence. (fishbowlinventory, 2020) BiancaRina can implement Automate Inventory Control to their Inventory Management, Automated inventory control can help maintain greater oversight of stock by removing the potential for human error and it also can give more complete data, which means more productivity and revenue potential. Automated inventory management also frees up time and energy. It can help keep track of processes without a large investment of manpower compared to the usual inventory management methods. Next, Automate Inventory Control is secure and scalable and connects to existing technologies such as a tablet, laptop, desktop, and smartphone. Hence, BiancaRina can monitor their stock even afar from the physical store and warehouses. (claris, 2020)

Controls 53

n i g l d r n e t a u r H & exchanges n

When a customer return purchased goods to a retailer in exchange for a refund, store credit, this is known as a retail return. Returns and exchanges are an essential part of retailing that is often neglected but has a significant impact on the brand. In fact, according to Doddle, 84% of shoppers agree that the returns experience is crucial and that it can influence their view of a brand. When done correctly, returns and exchanges can increase customer loyalty and revenue retention. Returns and exchanges can result in bad customer loyalty and satisfaction if done improperly, which is easy to accomplish. That's why BianCarina will have to create and come up with their own return and exchanges policy. Here are some questions to consider when creating a return and exchanges policy: return period, what items can be returned and exchanged, what products are non-returnable or non-exchangeable (usually referred to as final sales products or final markdown products), what products are non-returnable or nonexchangeable (such as innerwear due to hygiene concerns):

Store Purchase: Return within 30 days of the product's purchase date (s). Online Purchase: Return within 30 days of receiving the product(s) ordered via BianCarina's official e-commerce website. Product(s) can be returned for an exchange or refund if they are in new, unused condition and include all original packing, price tags, and labels. If the product(s) were discounted through a promotion or coupon code, the amount returned will be calculated using the net amount. Products sold at a reduced price (final sale items) are not returnable. BiancaRina retains the final decision-making authority.

Security Systems The final piece of the good retail puzzle is security systems. According to the United States Association for Shoplifting Prevention, more than $13 billion worth of merchandise is stolen from retailers annually, equivalent to about $35 million daily. Although Malaysia is much smaller than the United States, one thing is certain: shoplifting exists everywhere. As a result, safety measures such as security systems are crucial in retailing. Furthermore, having a security system in place can serve as a warning to any possible risks that your store may face, as well as proving that your retail store takes asset protection seriously and that any robbery will be in severe consequences.

Video

Surveillance

One of the most effective ways to enhance security in your store is to install a video surveillance system. A surveillance system not only provides shops with the evidence you need to identify theft, but the mere sight of cameras can prevent shoplifters. Cash registers, cash registers, and cash registers are three essential spots where video surveillance should be installed. The cash register is a crucial location for video monitoring within the retail store. Both shoplifting and staff theft are common in this area. Employees that are unethical may steal from the register or delete transactions. Store Entrances are the next important locations. Shop owners must protect and monitor store entrances and having a visible security camera near store entrances is your first line of defense against theft and shoplifting. Finally, though warehouses and storage facilities are obvious targets for theft, with the help of strategically placed video monitoring, these facilities can be protected.

Security Systems

FOR THE ADVENTUROUS SOUL Strengthen

Network

Security

Retail stores today are significantly different from those of the past. Consumer payment methods have changed because of technological developments, and point-of-sale (POS) systems often rely on an Internet connection to function. POS systems are incredibly beneficial to hackers because they store sensitive data such as credit card information. If your POS system is hacked, the results are devastating. Retailers risk losing their consumers' trust and facing court action. As a result, improve network security by implementing the necessary cyber safeguards:

antivirus software, two-factor authentication, and complicated

passwords; update all software to prevent hackers from detecting network vulnerabilities and finally set up a POS monitoring service to alert if anything bad happens.

Integrate

Access

Control

Retailers can use access control technologies to restrict who has access to certain areas of their store. You'll know when your employees arrive at work and what sections they access at any given moment when you assign them unique codes. If something suddenly disappears from the stock room, time records can show who was in the room and trace back the evidence. This can assist the store owner in quickly identifying the culprit.

RETAIL STORE BUDGET

Retail Store Budget

Descriptions

Unit Costs (RM)

Quantity

Total (RM)

DEPOSIT

70000

70,000

RENTAL

35000

35,000

MIRROR

320

ROUND CASH DESK

20000

20,000

MODEL DISPLAY TABLE

500

1,000

CLOTH HANGER (Coat Hanger,Multiple usage Hanger,Scarf Hanger)

200

1,513

COFFE DISPLAY TABLE ( High, Middle,Low )

469

1,407

DISPLAY RACK BAG

850

4,250

DESIGN DISPLAY BAG

500

DOWN LIGHT

500

CHANDELIER LIGHT

206.7

620.1

BAG SHELVES

100

PLANT VASE

100

PERANAKAN TILE

19.8

792

WALL CLOTHING RAIL

800

1,600

OTHERS ( Paint job ,

20000

20,000

DEPOSIT

70000

70,000

SMART MIRROR

8500

8,500

STANDING ADULT MANNEQUIN

391.76

1958,80

TOTAL

168,161

E-RETAIL

BUDGET

Description

Unit Cost (RM )

Quantity

Subtotal

Websites builder (Wix)

52.35

628.20

Photoshoot (model)

500.00

1500.00

Hanya Collaboration

5,000.00

Mr.Wong Collaborations fees

8,000.00

Flight ticket (Round Trip)

400.00

800.00

Workshop class

800.00

Hotel

180.00

720.00

Yaya Zahir

6,000.00

Jeanette Aw

7,000.00

20,000.00

Affiliate Program

2,000.00

Total

inclusive 6% SST

52,448.20

FINANCIAL PLAN Startup cost

Startup Expenses

RM 105,000 2,800 300 500 3,000 800 9,600 3,500 1,000 61,202

Rental (Deposit 2 months x 1 rental) Permits and licenses Promotions Electricity Software Websites Salary Consultancy fees Upkeep equipment & Office Renovation Insurances Computer

2,000 6,000 195,702

TOTAL UP

Startup Asset Cash on hand

300

Cash in Bank

10,000

Startup Inventory

20,000

Others Current Asset

5,000 10,000

Fixed Asset

45,300

TOTAL UP TOTAL REQUIREMENTS

241,002

CB Insights Research. 2021. The Technology Driving The Omnichannel Retail Revolution CB Insights Research. [online] Available at: <https://www.cbinsights.com/research/report/omnichannel-retail-technology/> [Accessed 10 December 2021]. office, W., 2021. Why multi-touch Tech may be the ideal match for the office | Rhizohm. [online] Rhizohm | Get More Out Of Now. Available at: <http://www.rhizohm.net/why-multitouch-tech-may-be-the-ideal-match-for-the-office/> [Accessed 10 December 2021]. Hangorize. 2021. 17 Different Types of Clothes Hangers (With Pros and Cons). [online] Available at: <https://www.hangorize.com/blogs/tips/types-of-hangers> [Accessed 10 December 2021]. 2021. [online] Available at: <https://www.business2community.com/consumer-marketing/howto-use-nfc-technology-to-reinvent-your-in-store-experience-02244557> [Accessed 10 December 2021]. Charleskeith.com. 2021. CHARLES &amp; KEITH - Shop Shoes, Bags &amp; Accessories. [online] Available at: <https://www.charleskeith.com/my? utm_source=canva&utm_medium=iframely> [Accessed 10 December 2021]. BONIA. 2021. BONIA | International Luxury Leather Brand Since 1974. [online] Available at: <https://www.bonia.com/?utm_source=canva&utm_medium=iframely> [Accessed 10 December 2021]. TEJ. 2021. Augmented Reality Windows: The Retail Display Of The Future | TEJ. [online] Available at: <https://tej.ie/augmented-reality-windows-the-retail-display-of-the-future/> [Accessed 11 December 2021]. Duitnow.my. 2021. DuitNow QR. [online] Available at: <https://www.duitnow.my/DuitNowQR/index.html> [Accessed 11 December 2021].