FASHION BUYING COLLABORATION WITH CAMERA ITLIANA BUYER MODA
PROJECT LEADER: ALESSANDRO CARON COURSE LEADER: MARIE PIERRE SCHICKEL PROJECT TUTOR: MARIA JABER
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GROUP B MUCHU YU, XIANG ZHENG, SHREYA BHARDWAJ, PIA-MARIA LAUX MASTER IN FASHION MANAGEMENT 2013-2014
RESEARCH
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Social Status
Demographic 68.4 million 36 median age
Middle Upper Class
Economic Growing economy Socio-cultural Chinese 14% Thai, English
8 million inhabitants Good infrastructure Thailand‘s richest city Fashion Capital
BANGKOK
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Focus on
MARKET SEGMENT
Technological Internet users/ increasing
Political Constitutional monarchy civil law system
Modernity, Self centered: “to indulge“
Success Oriented Modern Performing Fun& Money Driven
THAILAND
Environmental Tropical,rainy warm, cloudy
Mentality
RESEARCH
Macro & Micro
Social Status
Demographic 68.4 million 36 median age
Middle Upper Class
Economic Growing economy Socio-cultural Chinese 14% Thai, English
8 million inhabitants Good infrastructure Thailand‘s richest city Fashion Capital
BANGKOK
Political Constitutional monarchy civil law system Donnerstag, 2. Januar 14
Modernity, Self centered: “to indulge“
Focus on
Success Oriented Modern Performing Fun& Money Driven
MARKET SEGMENT
Technological Internet users/ increasing Environmental Tropical,rainy warm, cloudy
Mentality
RESEARCH
Macro & Micro
Social Status
Demographic 68.4 million 36 median age
Middle Upper Class
Economic Growing economy Socio-cultural Chinese 14% Thai, English
8 million inhabitants Good infrastructure Thailand‘s richest city Fashion Capital
BANGKOK
Political Constitutional monarchy civil law system Donnerstag, 2. Januar 14
Modernity, Self centered: “to indulge“
Focus on
Success Oriented Modern Performing Fun& Money Driven
Technological Internet users/ increasing Environmental Tropical,rainy warm, cloudy
Mentality
RESEARCH
Macro & Micro
Social Status
Demographic 68.4 million 36 median age
Middle Upper Class
Economic Growing economy Socio-cultural Chinese 14% Thai, English
8 million inhabitants Good infrastructure Thailand‘s richest city Fashion Capital
Political Constitutional monarchy civil law system Donnerstag, 2. Januar 14
Modernity, Self centered: “to indulge“
Focus on
Success Oriented Modern Performing Fun& Money Driven
Technological Internet users/ increasing Environmental Tropical,rainy warm, cloudy
Mentality
RESEARCH
Macro & Micro
MOVIE
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EMPORIUM
SIAM PARAGON
CLUB 21 BANGKOK SIAM DISCOVERY CENTER
GRAND HYATT GAYSORN
SIAM SQUARE
PROMPHONF-TROMPHONG
RESEARCH Location
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LUXURY RESIDENCE
LIBERTY ONE LUXURY RESIDENCE
OUR STORE LUXURY RESIDENCE
RESEARCH Location
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COMPETITOR Liberty One
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COMPETITOR Club 21
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COMPETITOR The Wonder Room
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COMPETITORS Contemp Salon
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CONSUMER Jennifer Chen
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Event Marketing Manager
Effortless Sociable
On-the-go, Sociable, Independent Casual Elegant, Success Driven Food, Family & Friends, Travel
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Independent
CONSUMER Jennifer Chen
Art Galleries, Walks on the Beach
GIRL
WOMEN
FACETS
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SISTER
WOMEN
FACETS
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SISTER
GIRL
WOMEN
FACETS
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SISTER
GIRL
SISTER
FACETS
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GIRL
WOMEN
FACETS
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SISTER
GIRL
WOMEN
FACETS
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GIRL
WOMEN
FACETS
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SISTER
STORE CONCEPT
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Studio White MISSION Inspire women´s confidence & style with every Studio White shopping experience
VISION First choice multi brand boutique Unique combination of Product Innovation & Eccentricity VALUE Traditions & Contradictions Value excellence A new premium Creative Modernization Always at forefront Service Aesthetics Donnerstag, 2. Januar 14
Studio White
EMERGING LABEL
CONTEMPORARY LABEL
CONCEPT Brand Portfolio
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BLACK LABEL
Studio White
EMERGING LABEL
CONCEPT Brand Portfolio
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BLACK LABEL
Studio White
EMERGING LABEL
CONCEPT Brand Portfolio
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Studio White
CONCEPT Brand Portfolio
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Studio White
Founded 2009 Milin Yuvacharuskul Sexy with sophistication “Work hard play harder lifestyle“ 70 thousand likes on fb
CONCEPT 4 POS in Bangkok
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Brand Portfolio
Studio White
Founded 2008 Polpat Asavaprapha Simple, elegant, timeless reflections of inner beauty, strong characters & cultural stance 13 thousand likes on fb 4 POS in Bangkok
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CONCEPT Brand Portfolio
Studio White
Founded 2008 Teerut & Pang Minimalistic, classic- modern exciting, innovative & wearable 4 POS in Bangkok
CONCEPT Brand Portfolio
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Studio White
Founded 2008 Ek Thongprasert Conceptual brand Unique and timeless Individuals 1 POS in Bangkok
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CONCEPT Brand Portfolio
Studio White
Founded 2008 Tipanan Krairiksh Srifuengfung Bold and glamorous Energy, Passion and Creativity 3 POS in Bangkok
CONCEPT Brand Portfolio
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Studio White
CONCEPT
Merchandize
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LEATHER GOODS
PRICE RANGES
ACCESSOIRES
Studio White HATS EYEWEAR
JEWELRY BEGS & WALLETS BELTS SHOES
FASHION
OUTERWEAR DRESSES TOPS BOTTOMS Price in € 0
500
1000
1500
CONCEPT
Merchandize
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2000
2500
3000
Studio White
ACCESSORIES 20%
BOTTOMS 10% TOPS 15%
BAGS/TECH ACC/WALLETS 20%
DRESSES 15%
OUTERWEAR SHOES 5% 15%
CONCEPT
Merchandize
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Looks
CONCEPT Retro Refined Sister Day
SHIRT: Markus Laufer, €395 CROP TOP: Milin, €90 JEANS: Dolce & Gabbana, €230 SHOES: Christian Louboutin, €845 NECKLACE: Ek Thongpraset, €295 HAT: Agete, €110
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Looks
CONCEPT Power Dressing Sister Night
JACKET: Michael Kors, €102 JUMPER: Michael Kors, €175 SHOES: Christian Louboutin, €650 BRACELET: Fendi, €420 NECKLACE: Fendi, €630 CLUTCH: Charlotte Olympia, €795
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Looks
CONCEPT Preppy Prim Girl Day
BRACELET: Ek Thongpraset, €302 BRACELET: Ek Thongpraset, €123
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JACKET: Milin, €190
BRACELET: Fendi, €210
SHORTS: Red Valentino, €175
BAG: Charlotte Olympia, €945
SUNGLASSES: Dolce & Gabbana, €160
SHOES: Charlotte Olympia, €68
Looks
CONCEPT Minimal Eclectic Girl Night
DRESS: Milin, €203 NECKLACE: Ek Thongpraset, €407 BAG: Michael Kors, €130 SHOES: Charlotte Olympia, €595 HAT: Fendi, €210
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Looks
CONCEPT Très Chic Girl Night
TOP: Milin, €110 JEANS: Dolce &Gabbana, €275 SHOES: Christian Louboutin, €800 BELT: Fendi, €280 BAG: Dolce & Gabbana, €595
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Looks
CONCEPT Femme Fatale Girl Night
DRESS: Milin, €322 BRACELET: Michael Kors, €127 BRACELET: Michael Kors, €169 BRACELET: Michael Kors, €145 BAG: Charlotte Olympia, €995 SHOES: Christian Louboutin, €675
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Studio White
CONCEPT
Store Layout
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Studio White
Entrance
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Studio White
Window Display
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Studio White
Display Area 1
Display Area 2
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Studio White Digital Wall
Area 2 plus key items
Display Area 1
Area 1
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Display Area 2
Studio White
Display Area 1 Accessory Wall
Display Area 2
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Fitting 1
Studio White
Fitting 2
Display Area 1
Display Area 2
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Studio White
CONCEPT
Store Layout
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Studio White
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PACKAGING
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PACKAGING
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Whit e
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Studi o
Whit e
PACKAGING
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MARCH 2014 Opening Event (1st) Press Release (ELLE) BFW Show, Guerrilla Marketing VFNO, extended shopping
JUNE 2014
AUGUST 2014
October 2014
DECEMBER 2014
Editorial (Vogue)
Advertisement (CLEO)
ELLE FW (10-13) VFNO II
Advertisment Emerging talent showcase
FEBRUARY 2014
APRIL 2014
JULY 2014
SEPTEMBER 2014
NOVEMBER 2014
Press Event (22nd)
Advertisement (ELLE) Girls Night Out (13-16)
Trunk Show
In-Store Activity Pre- Season
BIFW (7-10) Extended shopping hours Guerrilla/ Pop-UP
MARKETING Planning
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JANUARY 2015 Shopping Lunch
MARKETING Ads & Events
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Studio White GRAZIE MILLE
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http://data.worldbank.org/country/thailand http://www.tradingeconomics.com/thailand/gdp-growth
SOURCES
Studio White Donnerstag, 2. Januar 14