BR A N D P R OF IL E
E XE C U T I V E SU MMA RY
LABEL
EIGHT
new
style awareness of Indonesian’s men
men’s clothing brand in Indonesia.
have also increase year by year, 79%
The brand was launched in December
of Indonesian’s men aged 21-30 years
12th
old agreed that they aware of how
2012
(LABEL8)
through
is
its
a
web-store
(www.label8store.com). LABEL EIGHT
they looked and dressed.
produces and sells men’s clothing apparel, such as shirt, t-shirt, trousers,
Seeing these opportunities, LABEL
jeans, shorts, blazer, jacket, sweater,
EIGHT decided to take place in this
cardigan, and men’s accessories.
battle. We choose using webstore as our main selling channel, based on
We are committed to deliver high
these benefits:
and strong concept in every product created.
LABEL
emphasize
the
high-class,
EIGHT
sense
products
of
elegance,
well-dressed,
classy,
stylish and up to date with the men’s
1)
Easy
to
wherever
access
whenever
customer
computers,
laptops,
and
wants
using
tablets,
even
mobile phones.
world fashion trend & Indonesian’s culture.
Our
products
are
crafted
from the finest selection of materials, going
through
a
good
quality
2.) High-class and strong concept of our webstore design.
of
manufacturing process, giving great
3.) Clear photos and detail description
prestige
that make customer understand our
and
comfort
when
being
wore, and price that equal to the
products.
quality given. 4.) Indonesian’s awareness of Internet, especially
online
shopping
Easy
to
purchase
and
making
payment.
has
increased rapidly these years. Based
5.) Personalize account with database,
on statistics, 61 million of Indonesians
that allows customers to track back
are using Internet daily in 2011, and
every purchase they have made and
estimated to be triple in 2015.
automatically
of
internet
users
are
aged
80% 15-30
giving
suggestion
based on their track record.
years old, and the number of online shoppers
rises
drastically
just
in
two years, from 8% (2008) to 68% (2010).
The
consumptiveness
and
6.) Easy to maintain and has lower cost compared with offline store.
LABEL EIGHT also sells through its
local brands. We sure that Indonesia
secondary selling channels, which are
will have a rapid economical growth
Clothing Bazaar and Clothing retail
few years from now, together with
store that have equal concept and
the purchasing power of people and
target market with us.
infrastructure development including
Our products
distribution is focused on large cities
internet connectivity.
in Indonesia. Our vision is to give the finest fashion Based
on
statistics
Indonesian’s data
and
population
apparel to smart & stylish person
customer
and being the leader of customers’
our
survey, the estimated market size of
preferences.
LABEL EIGHT in 2013 is around 10.9
provide fine quality products based
million people, segmented from men
on customer needs with reasonable
who aware of how they looked and like
price, to create authentic design and
to shop; men who aware of how they
unique concept for our collections
looked but have no time to shop; men
that
who are fashionable, always in style &
prestige to our customers, also highly
up to date with the latest trend, and
dedicated on service and customers
love shopping; men who not aware of
satisfaction. Our core values are hard
how they looked but need to shop in
work, honest, solid teamwork, success
fast and simple way; and also women
minded, and being idealist (to brand
who shop for men (boyfriend/friends/
concept).
have
Our
high
missions
value
and
are
to
deliver
husband/family/relatives). Based
on
all
short
but
valuable
LABEL EIGHT position in Indonesia’s
information written above and in this
men’s
placed
business plan, we sure LABEL EIGHT
based on industries group mapping,
will have a bright future, a good
that
prospect for business and also for
based
clothing grouped on
industry into
quality,
is
few
sectors
selling
channel,
and company size dimension.
Our
company position is described as small company producing medium quality of goods and sells it online.
For our
products position, it is described as medium-high quality with mediumhigh price compared with another
investment.
We are committed to deliver high and strong concept in every product created.
LABEL EIGHT chases perfection into infinity
VISION
Perfection lasts eternal and will
Giving the finest fashion apparel to smart & stylish person and being the leader of customers’ preferences
be remembered. Crafted with the finest quality, greatest selection of materials and remarkable perception, LABEL EIGHT provides path to get closer with perspectives of perfection, style, and elegance.
LABEL EIGHT committed to deliver highly-defined and attention-grabbing concept in every collection, to send a message that our existence is not only to provide some of the finest clothing apparel, but also takes part in our customers’ essence of everyday life.
MISSION
CORE VALUES
Provide fine quality products based on customer needs with reasonable price
Hard work Honest Teamwork
Create authentic design and unique concept for our collections that have high value and deliver prestige to our customers Highly dedicated on service and customers satisfaction
Success minded Idealist (to brand concept)
PRO DU C TS
x Shirt (long & short sleeves) x T-shirt x Trousers & Jeans x Shorts x Outwear, such as: Blazer Jacket Cardigan Sweater Coat x Accessories, such as: Bag Shoes Tie Belt Sunglasses Scarf Bracelet Wallet Etc.
Some photos of LABEL EIGHT products
SE RV I C E S
x Prestige yang didapat saat
x Design model yang beragam
memakai pakaian LABEL EIGHT
dan up-to-date setiap bulannya,
dengan concept dan design
membuat customer tidak
yang bagus
ketinggalan jaman dalam hal fashion & model
x Online Webstore yang memudahkan customer
x Pelayanan Return & Exchange
berbelanja, mempunyai
untuk customers yang kurang
beberapa keunggulan
puas dengan produk
diantaranya: - Design web yang enak dilihat
x Harga yang sebanding dengan
- Foto yang bagus dan detail
model dan kualitas yang
Keterangan ukuran, bahan, dan
ditawarkan
harga yang jelas - Bisa diakses kapanpun
x Memberikan solusi bagi pria
(24/7) bagi orang yang sibuk
yang ingin berpakaian bagus
atau tidak punya waktu untuk
dan mengikuti fashion trend;
belanja
solusi bagi pria yang sibuk dan
- Proses pembelian yang sangat
tidak punya waktu untuk belanja,
mudah bagi orang yang malas
ataupun yang malas belanja;
belanja
solusi bagi customer yang ragu berbelanja online, solusi bagi pria yang ingin memiliki baju dengan model dan kualitas yang bagus dengan harga terjangkau.
Our products are crafted from the finest selection of materials, going through a good quality of manufacturing process, giving great prestige and comfort when being wore, and price that equal to the quality given.
Product’s value proporsitions
x Mutu & kualitas produk yang baik (dari segi Raw Materials, Produksi, dan Quality Control)
x Produk yang memberikan efek bagus, rapih, berkelas, well-dressed, stylish, dan fashionable kepada pemakai
x Design & model produk yang up-to-date sesuai trend (New Collection setiap 2 bulan, New Arrival setiap 1 bulan)
x Extra perhatian terhadap hal-hal kecil (design yang detail, pattern jahitan, dll)
x Packaging bagus & menarik
x Strong brand concept & design
x Kenyamanan saat dikenakan
x Harga yang sebanding dengan kualitas (kualitas mencakup design, model, bahan, brand, kualitas produksi, kenyamanan)
Service’s value proporsitions
x Memberikan kemudahan kepada customer untuk mengakses Main Selling Channel LABEL EIGHT yaitu Webstore (www.label8store.com) yang difokuskan kepada kualitas web, kelengkapan info, kemudahan untuk akses, aman dan terpercaya.
x Service Return & Exchange jika produk tidak sesuai ekspektasi, cacat produksi, size tidak pas (menjawab problem utama customer terhadap belanja online)
x Customer Service Online yang mudah dihubungi, fast response, dan ramah
x Selling Channel Offline lewat Bazaar & Retail store, dimana customer dapat berinteraksi langsung, melihat dan mencoba produk secara langsung
x Reputasi yang baik (on process)
TAR G E T MA R K ET Target market dari LABEL EIGHT dibagi dalam 2 tingkat, specific dan generic, juga dibahas dari sisi Demographic, Psychographic, dan Geographic.
Specific/Product target market
DEMO GRAPHIC
Male 21-30 years old (¹ 2 years) Middle high class Penghasilan ≼ Rp 3.500.000 Occupation: Employees, Businessmen, Workingmen, University students
Psycho graphic
Fashion Enthusiast Well dressed Stylish Social able person Open minded Socially confident Elegant style Trendsetter Outgoing Extrovert Modern point of view Social media enthusiast Attention seeker
Generic/wide target market
DEMO GRAPHIC
Male and Female 18-40 years old Middle high class Penghasilan ≼ Rp 2.000.000 Occupation: Employees, Businessmen, Working men, University students, High school students, Interns, Managers, Directors, Entrepreneurs, Atrists/Actors, Self Employee
Psycho graphic
MALE
FEMALE
Fashion Enthusiast
Dominant
Well dressed
Fashionista
Stylish
Detail
Social able person
Perfectionist
Open minded
Fashion concern
Socially confident
Impulsive
Trendsetter
Care with her boyfriend
Outgoing
Consumptive
Extrovert
Attention seeker
Modern point of view
Social media enthusiast
Social media enthusiast
Modern point of view
Attention seeker
Trendsetter
Elegant style
Extravagant (boros)
Social Media Person Gadget freak Technology exposure High Tech Social climber Metrosexual Trend follower Homebuddy/loner
Our products distribution is focused on large cities in Indonesia
Geographic of target market
MEDAN
PEKANBARU JAKARTA, BEKASI, BOGOR, DEPOK, & TANGERANG BANDUNG
JOGJA
SURABAYA BALI
BIG CITIES IN INDONESIA
MAKASSAR
MARKET
SIZE
Perkiraan kasar angka market: (Sumber: Badan Pusat Statistik Indonesia tahun 2010) Penduduk perkotaan dr provinsi besar di Indonesia Jakarta
: 9.500.000 (khusus tidak dikali 50%)
Banten
: 10.500.000
Jawa Barat
: 43.000.000
Jawa Tengah
: 32.000.000
Jawa Timur
: 37.500.000
Sumatra Utara
: 13.000.000
Riau
: 5.500.000
Sulawesi Selatan : 8.000.000 Bali
: 4.000.000
PERKIRAAN MARKET SIZE (21% based on survey)
10.867 orang
PERKIRAAN LABEL EIGHT R E A L C U S T O M E R TA H U N P E R TA M A 15.36% (based on survey)
1.669 orang
CU STO M E R SE G ME N TAT I O N Customer segment dari LABEL EIGHT dipilih bedasarkan sifat kelompok dominan dari target market yang dituju.
Customer segment dari LABEL EIGHT adalah:
x Pria yang peduli penampilan dan suka belanja secara online & offline
x Pria yang peduli penampilan tetapi sibuk/tidak punya waktu untuk belanja
x Pria yang modis dan menyukai fashion, suka belanja, dan mengikuti trend-trend fashion terkini
x Pria yang tidak terlalu mementingkan penampilan, tetapi hanya ingin membeli pakaian dengan proses simple dan cepat
x Wanita yang membelikan pakaian untuk pria (teman/pacar/sahabat/istri)
T H A N K YO U