1. Brand Concept Abe & Gale is formed from the word Abigail, the middle name of our founder, which means the brave angel. Shannon witnessed the hardships of children living in the orphanage. Blind of their own future and lost their faith, the children are those whom Shannon Abigail inspired from to establish Abe & Gale. She yearns to move one’s heart especially the millennial. By starting Abe & Gale, she wishes to give back the children’s hope and faith through the contribution of their customer. How it Works: Consumer got their high quality products, which last their lifetime, and at the same time they save someone’s life. 10% of every products profit will be given to the needs of the children for their education and daily needs. 2. Vision / Mission Vision: - To empower the children with inspiration to live a better life. Mission: - Provide an elegant and bold look in our customer’s heart. - Exude a dauntless figure and feminine side of the customer. - Promote a liberal lifestyle and interaction relating to a better life for the children in orphanage - Gain personal attachment between the customers and their environment, thus promote sense of confidence and pride. 3. Brand Core Values -
Consumers get their exclusive craftsmanship products. Keeping close relationship between the brand and customer. Giving customer the best experience while and after shopping. 10% of every product sales will be given to the children for their education and daily needs.
4. Brand Essence -
Creative Elegant Bold Liberal Close Attachment with customers.
5. Brand Personality As the introduction states, “Abe & Gale is established from the word Abigail, in definition brave angel.”, that is our identity that serves our brand forward. In the midst of individuality era, we encourage the millennial to be dauntless and bold with a touch of femininity – our definition of a brave angel. 6. Tagline Be that Anonymous Angel
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7. Key Product Abe & Gale key product are women and men wear. It is mostly ready-to-wear with a signature of Abe & Gale logo on the bottom right on every garment. All of the collection of Abe & Gale is portraying a feminine yet dauntless look. Boldness of the garment can be seen from the color playing. Dominantly in red, it gives the look of liberal yet elegant. Other product that Abe & Gale offer is shoes, bags and jewelry to complete the look. 8. Product Strength / Functionality Attributes -
High quality craftsmanship and material Trademark of Abe & Gale logo on the bottom right of every garment Unique design (Combining feminine and bold look) Limited Edition of Tenun Collaboration (with Jennifer Claudine) The mixture of modern fashion and traditional fabric art, Tenun.
9. Customer Profile Gender: Men & Women Age: 18-35 years old Disposable Income: $2,500 Occupation: photographer, successful young adults entrepreneur, students from wealthy family, YouTubers and influencers. Accommodation: high class apartment and townhouse Interest: photography, artsy, aware of fashion trends, love to socialize, modeling and travelling Lifestyle: productive, adventurous, have a lot of friends, blogging, and going to events formal and informal. Shops: Supreme, Comme de Garcons, Off-White, Givenchy, Fendi, Gucci, Chanel, Dior and Louis Vuitton 10. Key Competitors -
Comme des Garcons: Having their signature heart shape print, applied to their ready-to-wear. Off-white: Renowned for their stripes pattern, on the sleeve and the X sign on the back of their ready-to-wear collections as their trademark. Givenchy: Groundbreaking darts that Givenchy make on the back of their ready-to-wear collection has become their trademark.
11. Competitive Advantage Abe & Gale is based to help people in needs around the world. We have aim to save orphan to have hope and faith of their future. We would like to engage our customer in different perspective and with sociable cause. Giving different experience to our customer before and after they shop. We also use a very special material, Tenun in collaboration with Jennifer Claudine. We empower local Indonesian craftsmen to make the fabrics with the intention to popularize the art of fabric and to increase the locals welfare. Beside all the charity, we manage and ensure that our entire product is in high detailing craftsmanship. 2
12. Marketing Strategy In order to reach the desired target audience, we feel the best method to do so is through digital platform promotions. Considering the places that they frequently access information for our customer, which are young adults. Base on our research, the top four social media are Instagram, Facebook, twitter and snapchat. Besides, online website, advertising and content marketing is a strong influence to reach customer awareness to our brand. Social Media: On all our social media, we will always re-upload all of our customer pictures when they tag and using our products. re-uploading their pictures is the act of appreciation that we gave to our loyal customer. It also develops strong attachment with the customer. Abe & Gale also will make small events and competition between the customer to hype up the brand name. For instance, we make a competition to take photo, following the theme of the month, post it in the social media and tag abeandgale and using the hashtag #IAmAbeandGale.
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- Instagram At the end of 2017, Instagram has hit 1 billion users around the world. 64% of the users are 18-29 years old and 40% of the users are 30-49 years old. By having Instagram as our platform, it is a very beneficial to reach our customer, the young adults (18-35 years old).
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Facebook is one of the oldest and most successful social media that were used. Began in February 2014, Facebook has older age users than Instagram which is 58.3% for 25-34 years old.
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Twitter is commonly use to announce our events, workshops and to re-post and featuring our customer’s postings. Without any feeds to be considered, twitter become an easier access for our brand to keep in touch and to take customer’s awareness more frequent than the other social medias.
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Snapchat
Snapchat is to take customer’s attention daily and it makes relationship between brand and customer become tighter as snapchat usually entertain our customer with random videos from our stores. It also to reach customer to join our workshops and events.
- Online Website Online Website is our main platform to give information and to reach our customer. In Online Website, it offers e-commerce for customer to online shopping. By this, our products can be accessed easily by the customer and everything about us
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Advertisement
Advertisement will be send digitally and traditionally (through post) to every member of Abe & Gale. Customer can choose which way they prefer to receive the advertisement. Advertisements include letters for our workshop and events, ticketing, new campaign and collection that we have. Sending advertisement exclusively to our membership customer is a strong way to make an intimate relationship and to gain personal attachment between brand and membership customer.
- Promotions Promotions are a powerful act to attract customers’ attention. Promotions that we do are sale promotions that sell last collection in lower price. Introducing new season to our membership customer by giving a privilege to attend our season changing as a prior and store will be exclusively open to serve them. -
Online and Store Service
Marketing Strategy is not only through online. Our brands keep our tradition as service important to give our customer emotionally and physically attached with our brand Giving the best experience before and after the shopping, we encourage our customer service as best as we could to maintain our standard. On every store we offer lounge for our customer to enjoy while they are shopping. On every product that we have, customer can creatively design their own products or adding their name on products that has been purchased. Online service that we got is a free shipping worldwide and customer can enjoy to play mix-matching on our website (www.abeandgale.com)
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Collaborations
In expanding our social circle and artistic value, we are looking forward to collaborating with talents from and outside Indonesia. This edition will mark our first ever collaboration with Jennifer Claudine. Jennifer Claudine is a local brand from Indonesia which have the similar aim as Abe & Gale. Our goal syncs with the objective of helping people in need - us being the orphans and theirs being Tenun craftsmen in Indonesia. This edition revolves around Tenun as the main source of our collaboration collection. Our collaboration also brings us to organize a workshop open for public to weave Tenun fabric. Through this workshop, we desire to introduce and give experience of the art of Indonesian fabrics as part of cultural heritage. As time goes, we expect that participants are able to integrate local cultural heritage as part of the contemporary art scene and relay the invaluable art form to the next generation - an act of cultural preservation and modernization.
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Retail Environment
For the shop preview, the design is based on minimalism with plenty space to showcase the different collections. The design has an overall symmetrical layout to enhance navigation and topography recognition upon first visit in the outlet. With a goal and class similar to that of Comme des Garcons and Givenchy, we want to make use of abundant space around the interior to exude comfort to our customers and feel the luxurious value of the items displayed. Walking towards the inner part of the shop, the customers will see mainly three mannequins showcasing the current outfits. Last but not least, two changing rooms are present on each side of the shop.
Aerial view of the retail store
Front view
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Cashier
Clothes display
Changing room
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