GREY MEMORY
Capsule collection, Sensations Market Research Rosani Thapa Khapangi Rosani.3@hotmail.com
My brand conveys a key message of delivering what my targeted customer wants and they need it through elements of style. It reflects to women with strong beliefs and personality. The identity of my brand is retro inspired but not retro, the use of minimalistic embellishment and the garments have and understated beauty.
This season collection “GREY MEMORY� will be lunched for autumn/ winter 2015/2016. The colour pallet of this collection is an assembly of grey shades and the fabrics are a variety of textures. The beautiful use of modern lace as embellishment and tailored oversized clothing is simple, clean and chic. The strong brand identity appeals to tenacious women all around the world.
Company Name: ROSANI Creative director; Rosani Thapa Khapangi Head of design; Rosani Thapa Khapangi Store location; Birmingham Online store; www.rosani.com
DEMOGRAPHICS
20 – flat age Age Gender Income Education Employment status
Location Race
female £20,000- £60,000 per/year Undergraduate and postgraduate Has a full time job, doing multiple jobs, working 5 to 6 days per week. Living in Birmingham, central London, Liverpool (city area) Multiracial.
CUSTOMER PROFILE
Jade Barcena is a gorgeous 35 year old lady. Currently living alone in Hammersmith London in a 2 bed room flat. She is mix race, her mother is Spanish and father French. She is a fashion photographer and she prefers to shoot outdoor. She is quite often traveling to find locations for her photoshoot and also visiting her family both in Spain and France. Her salary is ÂŁ55,000 per yer and also comes from a rich family background. As she is traveling a lot her wardrobe is simple and full of easy peices. She has one or two statement pieces becauase she likes people to note her presence. Normally she shops in Jigsaw, COS, Mango, American Apperel and Urban Outfitters. Her favorite designer brands are Acne, Chanel, Celine, Balmain. She is a free sprit traveling alone. She is always reading fiction novels while trveling and getting lost in her imignation which is then transformed into her work. What makes her stand out is her work and inovative sense of fashion.
http://www.theguardian.com/lifeandstyle/womensblog/2013/nov/06/debenhams-size-16-mannequins-diversity The average woman in the UK is 5ft 3in tall, weighs 11 stone (70.2kg) and wears a size 16. So the first thing to say about the mannequins launched today in department store Debenhams is that they are not "plus" size, they are bang on average. So ingrained is the idea that the typical British woman must need to shop at a specialist retailer for chubsters that even the BBC suggests that size 16 is "plus size". With us all being constantly bombarded by images of tall, slender women from billboards, television screens and magazines, is it any wonder that the nation's biggest broadcaster thinks normality is represented by women so skinny that there's a gap between their thighs?
According to this article the average woman in the UK is a size 16 and my plan to open a shop here, I will really have to think about the customer range I can attract. Therefore my collection is all manufactured in a size 10 or 12 and which is also very loose fitted which could easily fit size 14 and 16.
TARGET CUSTOMER: any age, any size
Psychographics of the customers.
Personality: Clam, friendly nature, talks less but proves the point, outgoing, business minded, likes to keep it professional. Values: family, friends, colleagues Interests: traveling, learning new and innovative things, keeping track of the art and fashion world, reading novels Lifestyle: exercise, healthy eating, working and independent.
MARKET RESEARCH
http://www.newlook.com/campaign/4/campaign.jsp
Opening a store. Online web site to sell the product. Create mobile apps for easy access. Overseas delivery service.
Store location; Birmingham
http://www.slideshare.net/Marketing_Birmingham/30-april13-cp-meeting slide 8 of 39
The city of Birmingham is one of the important manufacturing centres, employing over 100,000 people in the industry and contributing billions of pounds to the national economy. It is one of the fastest growing cities in the UK. Birmingham is home to one of the largest shopping centres in the UK, the Bullring which attracts millions of visitors every year. I have been there myself and it was a fresh new experience for me, it is busy and crazy but not as crazy as London. Tourists who come here for vacations so they will mostly be shopping and socializing. Birmingham is the most visited retail destination outside London and the retail sector sums up a large part of the city’s economy. In Birmingham you can enjoy the open space of the nature as well as the luxury of the city life this is the main reason for tourist’s attraction.
STORE INTERIOR DESIGN
Interior of my store is going to be all white, grey and wooden having the under construction feel. Not too crowded with
interiors, keeping it elementary. Garments are displayed coordinating with other items like handbags, shoes and jeweller to keep a specific style of brand identity. The store is going to be two floors having large windows to allow natural light. Staff for my store will have a smart/interesting appearance with friendly nature. I would always have a fresh air with some fresh flowers or burning some scented sticks. Offering free mineral water bottles to the customers. Good customer service and professionalism go a long way in making a difference as to whether or not a customer returns to a physical store or online.
PACKAGING
Shopping bag
leather bag for Luxury garment
Drawstrings bag small and large for jewelleries and shoe.
Online store; https://www.rosani.com
http://www.v2solutions.com/v2blog/sentimentsbehind-online-checkout/
The above graph considers European growth of online retail and how it has helped economies since 2013. And it is also predicting how the percentage is rising for 2017 in all the countries listed above. As you can see clearly in the graph the highest growing online retail is for the UK with 13% in 2013 and rise of 15% in 2017. Almost every one today is on the internet and they are browsing every minute so, I should take this opportunity to be
able to show case my work to the world wide customer. Summing up, the online retail is growing fast therefore opening an online store for the fast growing internet world is important to market my business.
Mobile Apps:
ROSANI Having a mobile app for the retail business has become a new thing for the smart phone customers. It is easy to access once you have downloaded the app. Any updates on the app automatically send notification directly to the customers which become a free advertising platform. Easy browsing and easy shopping. This is a future planning for my brand; it may take a few years to work on the apps.
http://blogs.sap.com/innovation/industries/mallcrawl-retailers-use-mobile-apps-0576359
This graph is made from a survey of 59 people using SAP retail.
Overseas delivery service; Even though the store is going to be in the UK, I will need to consider exporting my goods all over the world to my customers. It is good to attract a wide range of customers and advertising the brand.
ADVERTISING THE BRAND: Advertising is important to inform the customer about the merchandising that I carry and my store special events services and sales. Advertisements should be simple straightforward informative and eye catching. Social Media marketing has become an integral part of the daily practise when it comes to real companies. It is one of the easiest, fastest and cheapest ways for businesses to contact and interact with the customers. Using social media in a way builds upon brand loyalty to the customers.
Free social media; Face book, Instagram, twitter, YouTube, tumbler.
My current Instagram account where my post my work. I get in touch with bloggers, designers, stylists, artists, photographers and of course my friends. Easy to connect and share visuals with the wide audience. Visuals are the most important things.
Paid media: billboards, flyers, tv commercials, posters, fashion photo shoots for magazines and news papers.
My competitors;
Celine; Founded in 1945 Creative director: Phoebe Philo Stores worldwide; 83
Celine Signature style is often described as a cross between sexy- sporty and cute- flirty. Celine designs are chosen by professional woman looking to create a positive image for themselves through the clothing they choose to wear. The popularity of this designer clothing label is expected to rise in the coming year. I see my brand more or like being as Celine today. As I work with similar silhouette like over sized men’s wear inspired garments. I think my brand also portray similar customer who are strong, independent and have free spirit.
Price range for Celine would be from ÂŁ100-5000
Christphor kane is a British born designer and a young lable based in London. His collection is a piece of an art work. Love the way he beautifully construct the fabric, intricate yet still looking effortlessly beautiful.
Prices range of Christopher Kane clothing's: from £ 400- £ 2500 So far these two brands are my targeted market where I plan to reach on the same position as them in after few years of my brand lounge. More than competitors they are my future goals. Comparing to the price range with these two labels my collection will be the less cheap version of Celine and Christopher Kane like clothing’s. This is how I can attract my competitors’ customers and other economic class customers. In the start I planned to keep my price range economical to attract and advertise to as many customers and also slowly building trust and communication. Prize range for my market: from £50- £500
SWAT analysis Strength: Desirable designed pieces.
Has a strong identity in sense of style. Affordable price range. Attract both young and senior customer. Free social media advertisements meaning fast. publicity to worldwide customers. Uk having high rate of retail goods consumption. Weaknesses: Challenging to bring a new brand into the market. Limited Funding. Convincing the customers.
Opportunities: Open more stores
Attract male customers by adding men’s wear Design jewelleries and accessorises. Brand having the fame and the popularity. Opening stores worldwide especially Asia and Europe. Sufficient fund raised to explore more creative thing for the next collections.
Threats: Having lots of competitions because every year UK has 1000’s of fashion students graduating. Business going in loss due to failure in bringing back the customer because of having a new brand and customer will need time to trust us. Keeping up with the fashion trends as it is changing every season, so I should be able to present
BRAND OPENING Location: BIRMINGHAM Store lunge: Inside Bullring Date: 1st of September Organizer and owner: Rosani Thapa Khapangi Opening with a fashion show.