The Row Maison

BY GEORGIA SINN

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Brand Introduction Brand Extension Positioning Strategy Materials Decor Products Furniture Products Manufacturing and Logistics Distribution Strategy Advertising Strategy Conclusion

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brand guidelines

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Established in 2006 by Mary-kate and Ashley Olsen inspired by search for the perfect white t-shirt

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Named after London’s Savile Row - dedication to the perfection of it’s tailoring

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First store in Los Angeles 2014 - expanded to New York + London - wholesale across 200 international locations

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Expanded into menswear - 2018 - trialled retail capsule for several years

We are Kalina.

A multidisciplina ry branding studio located in Santa Rosa.

➔ Known nuanced, structural looks, luxurious basics, immaculate tailoring, executed in 900 gram cashmere, rich silks and exotic skins

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Inspired by music, photography, art, design, architecture and antiques

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Stocking a small range of antique furniture and jewelry in stores + online

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Favourite of fashion insiders - resounding industry credit

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Five CFDA (The Council of Fashion Designers of America) awards - two x womenswear designer of the year + three x accessory designer of the year

Brand Background.

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Current Communication Strategy.

Minimalist approach - very few interviews / abstinence of print advertising

We are Kalina.

A multidisciplina ry branding studio located in Santa Rosa.

Preferring steady, organic growth - letting the product speak for itself through the luxurious fabrics and textures making getting dress a sensual experience Early communication strategies included dinner parties with retailers to better understand their customer

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Current communication strategies: social media, lookbooks, industry collection presentations, ecom website

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Concept Definition.

The brand extension concept is to take the luxury brand ‘The Row’ and extend it into luxury home furnishings and decoration brand guidelines

Focusing on responsible production in the U.S.A. a strategy which mirrors the mother brand.

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Translating influences from antiques, art, and architecture to articulate fashion in a new way.

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Market Insights.

A study at the Università degli Studi di Milano, Italy, argues that extensions of luxury fashion brands into collectible furniture design (that is, top luxury furniture) can generate intersectoral fluxes of value, such as the strengthening of intangible luxury features such as craftsmanship and therefore be an effective marketing brand guidelines and communication strategy for a luxury fashion brand.

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The worldwide luxury furniture market is growing at an average compound average growth rate (CAGR) of 4% between 2017-2021 to reach $28.93 billion by 2021. Of this global market, America currently lays claim to the largest share making it a promising area for development and growth.

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Creating brand awareness Creating brand desire by linking the brand with other cultural areas elevating brand value

Enhancing emotional engagement by creating a new way for customers to interact with the brand by providing a universe and lifestyle for the brand to exist in, directly linking the brand to the home environment where users make emotional and long lasting memories, entwining the brand with their lives

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Emphasising the existing values of craftsmanship, sustainability, responsibility and exclusivity

Strategic Objectives.

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1. Customers won’t trust the quality of the product as the mother brand’s expertise originates in garment construction not furniture construction 2. An existing market player introduces a disruptive strategy beforehand resulting in consolidation of the market and making it hard for The Row Maison to grow their business 1. Entering a fragmented industry and consolidating it, taking a majority market share

We are Kalina.

A multidisciplina ry branding studio located in Santa Rosa.

2. Building brand awareness in other industries such as the luxury furnishings industry that may not be as aware of the brand as the fashion industry

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3. Becoming a lifestyle brand in order to better connect with it’s already loyal customer following

Gender vs. Design Preferences.

About us studies Some

have found that women tend to gravitate towards homey and intimate designs with bright colours, whereas men tend to prefer dark colours, larger rooms, high-status symbols, and prestigious furniture pieces, particularly those incorporating leather and wood details.

The common belief is that there is a difference between ‘masculine design’ and ‘feminine design’, each of which dictates how men and women are expected to feel in each type of these designs. Tall buildings, linear and angular lines signify masculinity, rounder and softer lines are often seen as more feminine in character.

Since people are subjected to these common images which are further reinforced and reconstructed by films, books, and other cultural means - it is reasonable to assume that experiences of aesthetics are not gender-neutral

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“I believe a home interior is a direct reflection of a person’s personality”

Celebrity Brand Fans

Creative Directors

Property Wealthy Boomers

Creative Business Owners

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WOOD

METALS

STONE

LEATHERS / HIDES / FABRICS

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MATERIALS

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Price skimming so as not to risk cheapening the mother brand image We are Kalina.

Margin depending on the primary material of construction according to the cost of the material itself

A multidisciplina ry branding studio located in Santa Rosa.

$20,000 $80,000

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$5,000 $15,000

$195 $500

Sideboards, Six-Eight Seat Tables, Three Seat Sofas, Five Seat Sofas

Highest Price Point

Lighting, Rugs, Four-seat Tables, Dining Chairs, Coee Tables, Single Seat Sofas, Arm Chairs, Bookshelves, Desks

Candles, cutlery paperweights, cushions

Products split into decor and furniture: decor representing smaller decorative items purchased at a higher frequency e.g. pillows, paperweights, rugs etc. whilst furniture represents larger items purchased at a lower frequency e.g. sofas, dining tables, desks etc.

Mid-High Level Price Point

Entry Level Price Point

79% Margin: Concrete, velvet 57% Margin: Foam, Shearling, Leather, Wool 55% Margin: Maple 53% Margin: Oak 51%: Ebony, Brass, Travertine, Marble 49% Margin: Bronze, Patina Bronze

Product Positioning.

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High Price

Classic

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Contemporary

Low Price

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- Segmented into two categories based on furniture for the and decor due to the dierence in buying frequency

We are Kalina.

A multidisciplina ry branding studio located in Santa Rosa.

- Then segmented depending on room e.g. living room, dining room, study, and then again by product group e.g. sofas, tables, chairs etc.

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- Range planned including both more masculine designs (darker, made often from wood and leather with straighter lines) and more feminine products (curved lines, lighter colours, softer fabrications)

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Decoration.

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FLOOR LAMPS

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TABLE LAMPS

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SCONCES + SUSPENSIONS

LIGHTING

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RUGS

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WOODWICK CANDLES

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CUSHIONS

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CUTLERY

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PA PE RWE I G HTS

TABLETOP

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Furniture.

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CHAIRS ARM CHAIRS

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TABLES COFFEE TABLES

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SINGLE SEAT

THREE SEATS

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FIVE SEATS

SOFAS

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FOUR SEATS

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SIX TO EIGHT SEATS

TABLES

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SIDEBOARDS

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DINING CHAIRS

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BOOKSHELVES

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DESKS

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Distribution Strategy.

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Location Concept.

Melrose Avenue, Los Angeles - first The Row store’s location Materials library In store interior designer

LOS ANGELES

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‘Instagramable’ space - aligning the shopping experience with other boutiques particularly the L.A. boutique which has won an architectural award Commercial building - 3250 square feet Across from the Pacific Design Centre - home to showrooms of - Armani Casa and Liaigre

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Other showrooms in the area - Roche Bobois, Ligne Roset, Fendi Casa Convenient for customers who are already in the area visiting the Pacific Design Centre, to access

LONDON

The U.S., as it is one of the largest markets in the world for luxury furniture The United States has also maintained its position as the largest economy in the world since 1871, with gross domestic product of USD $20.49 trillion, making up 23.6% of the total global economy America also has the most millionaires, (14,814,453), and billionaires (607) Out of all of these individuals, only those with a current net worth of 30 million dollars or more are classiďŹ ed as ultra-high-net- worth, of which 5,250 are living in Los Angeles Los Angeles home to the ultra rich, it is also home to 600,517 people earning $200k+ per year Approximately 563,279 people earning between $150k-$190k per year Average age of the inhabitants of the area of Melrose in Los Angeles is 42.9 P.029/50

American Luxury Furniture Market + L.A. Demographics.

Supply Chain Process. kalina

Upholstery

Wood

Stone

Metal

Frame is made by TY Fine Furniture in Columbus, Ohio in appropriate wood framework

The entire work is made by TY Fine Furniture in Columbus, Ohio in the appropriate wood material

The item is carved or worked from the appropriate stone material by American Marble and Stoneworks in New Jersey

The frame/entire design is constructed by SF Metalworks in the appropriate metal in San Francisco

It is then sent to ARPER in North Carolina for padding / upholstering brand guidelines

It is sent to the warehouse in Melrose, LA and stored until the customer makes a purchase

It is sent to the warehouse in Melrose, LA and stored until the customer makes a purchase

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Afterwards it is sent to the warehouse in Melrose LA for safe keeping

Once the customer makes an order by phone or in store, the item is picked up from the warehouse by Elite Anywhere, and delivered to the customer at a time that suits them

It is then sent to the warehouse for safekeeping or onto ARPERin North Carolina for padding / upholstering

It is sent to the warehouse and stored until the customer makes a purchase

Once the customer makes an order by phone or in store, the item is picked up from the warehouse by Elite Anywhere, and delivered to the customer at a time that suits them

Once the customer makes an order by phone or in store, the item is picked up from the warehouse by Elite Anywhere, and delivered to the customer at a time that suits them

Once the customer makes an order by phone or in store, the item is picked up from the warehouse by Elite Anywhere, and delivered to the customer at a time that suits them

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Store Design.

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ENTRANCE

C O U RTYA RD

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STUDY DISPLAY

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Store Set Up.

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FLOOR PLAN

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Packaging.

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Carry Bags + Branded Boxes Both carry bags and branded boxes will be minimalistic baring only the company logo on thick matte o-white cardboard (for the bag) and low gloss o-white cardboard (for the box).

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Advertising Strategy.

BELOW THE LINE ADVERTISING

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Catalog

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Email Advertising

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Press & VIP Customer Dinner To promote the brand and encourage sales Mary-kate and Ashley will host a private dinner at the new store with selected press and VIP customers to communicate about their brand extension into luxury furniture. Only press from trusted and targeted publications will be invited, with the goal of building brand guidelines brand awareness of the extension in the right places where the brand’s target customer is present. As the collection is based on the sculptural human form, there will be contemporary dancers performing, mimicking the shapes present within the collection.

The dancers will create an element of sensuality for the intimate dinner experience, therefore communicating the brand’s values and the inspiration for the collection.

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By creating a dinner event to launch the brand extension, attendees will be encouraged to share on their personal social media accounts as well as those of their publications, their sensual brand experience.

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BELOW THE LINE ADVERTISING

Instagram

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To create brand awareness and build a community the brand will engage in Instagram Advertising. The advertisements will again be product focused in order to follow the mother brand’s strategy and to introduce potential buyers to the collection, creating desire for the product.

ABOVE THE LINE

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Print Advertising

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ABOVE THE LINE ADVERTISING

Website

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In order for customers to be able to view the collection online, budget has been allocated to developing another page on brand guidelines the existing website. Whilst ecommerce won’t be oered straight away, the customer will be able to click through to a full catalog of products with prices, which they can enquire by email or phone. The development will cost the brand approximately $10,000 (Website Setup, 2019).

Conclusion.

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The Row Maison will allow the brand to expand taking on a new source of revenue whilst staying true to the original top luxury brand DNA. Creating a line of luxury collectable furniture will move the brand strategy in a direction where it will be better able to compete with other top luxury fashion brands that have already established themselves in other product categories, inherently creating culture by giving their customers a lifestyle to aspire to and emulate and therefore giving them a universe in which they can exist and create a relationship with the brand long-term.