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Blahnik Manolo
TABLE OF CONTENTS Brand Overview Company Overview Financial Performance Market Analysis Current Distribution SWOT Analysis Perceptual Map Key Competitors Target Persona
Pop Up Shop Proposal Justification Assortment Plan Location Analysis
Pop Up Shop Implementation Financials Floor Plan Human Resources Promotional Plan Operational Plan
MISSION STATEMENT TO MAKE SHOES THAT ARE SYNONYMOUS WITH DESIRABILITY, ORIGINALITY, A TIMELESS FLAIR AND ELEGANCE.*
*personal interpretation of brand mission statement
THE BRAND One of the most anticipated shoe designers in the world ever since the iconic appearances in the “Sex and the City” series, Manolo Blahnik shoes have been spotted in the most exclusive stores around the world and have become a cultural phenomenon. The brand offers women’s and men’s footwear, bags and small accessories.
OWNERSHIP Manuel Manolo Blahnik Rodriguez Founded Manolo Blahnik International Limited in 1970. A privately owned and family run company ,Manolo Blahnik still heads the brand as Creative Director and Chairman. He previously worked with his sister, Evangelina Blahnik, as Managing Director from 1981 until 2013 when his niece, Kristina Hulsebus Blahnik took over as CEO. Kristina is currently working on expanding and optimizing the business worldwide and manages all aspects of the family venture.
CORPORATE INFORMATION Blahnik Group LTD Private Company Family Run business Headquarters in London, UK 61 employees $40M Revenue
SALES & PROFITS GROSS MARGIN 54%
2016
2017
2018
Sales: $37.8 Million Profit: $21.2 Million
Sales: $39.8 Million Profit: $21.4 Million
Sales: $40.6 Million Profit: $21.8 Million
MARKET SIZE GLOBAL FOOTWEAR INDUSTRY grossed $454.23 billion dollars in 2019
GLOBAL LUXURY FOOTWEAR INDUSTRY grossed $33.66 billion dollars in 2019
RATE GROWTH MARKET INDIAN
The Indian Luxury Footwear Market is projected to grow nearly 20% by 2023
Manolo Blahnik Indian Market Share .001%
MATRIX IDENTITY BRAND
ValueÂ
RelationshipÂ
Position
Craftsmanship Quality Perfection
Professional, personal, honest & friendly
aim to be positioned as artisanal & luxury footwear
Expression
Identity
Personality
Highly recognisable buckle is the most iconic attribute acknowledged globally
Original & creative while delivering timeless and elegant styles
Sleek Passionate Intimate Playful
Mission & Vision
Culture
Competencies
Provide confidence to women by creating refined yet exuberant designs
Facilitates professionalism, liveliness & meticulousness
symbol of wealth, class & elegance
STORES & LOCATIONS Sold online at Manoloblahnik.com 20 flagship stores globally 300+ points of sale in 31 countries Featured in high end department stores such as Neiman Marcus, Saks Fifth Avenue, Nordstrom & Bergdorf Goodman
63% Online
37% Brick & Mortar
DISTRIBUTION CHANNELS
STRENGTHS
S O
Easily recognisable signature style
INTERNAL FACTORS
W T
CONSEQUENCES
WEAKNESSES
CONSEQUENCES
Iconic global awareness
Low investments in marketing promotions
Less brand awareness
Strong association with quality
More buyers that like investing in products
Exclusive merchandise and low accessibility
Makes it highly desirable and an elevated brand
Limited Accessibility
High pricing
OPPORTUNITIES
CONSEQUENCES
THREATS
Moving into new market segments
Diversification of new products and target audiences
Growing competition
Expansion into experimental shopping
Offering a new experience can bring in new consumers
Strong Marketing from Competitors
EXTERNAL FACTORS
CONSEQUENCES Customers can shop for similar products elsewhere Reduced Brand Awareness
High Accessibility
PERCEPTUAL MAP
Trendy Styles
Classic Styles
Low Accessibility
CATEGORY ANALYSIS
CHRISTIAN LOUBOUTIN Handbags and luxury shoes Known for its iconic and recognizable trademarked bright red shoe sole Independent and sophisticated women Desire an aspirational and princess life quality
JIMMY CHOO Shoes, handbags, fragrances and small accessories High level of customer satisfaction due to classic and luxurious notion Cater to both men and women Targets upper class, successful individuals with trendy styles
ROGER VIVIER
VALENTINO
GUCCI
Shoes, handbags and small accessories
Luxury Italian house with range from clothing, shoes, handbags, fragrances and small accessories
Italian luxury brand of fashion and leather goods
Seen as a status symbol Targets upper class women Values Status in society 25-50 years old
Strong global brand presence with timeless items Upper class Elegance and femininity
Exquisite Italian craftsmanship and attention to detail Middle and upper class Age 20-50 Trendy and Modern
TARGET MARKET Primary Target Market: INNOVATORS Women between 30-50 years Income: $100,000 USD + Successful and independent Well off, live a lavish lifestyle Geographically in a major urban area Has expendable income Isn't afraid to invest in her style
Secondary Target Market: EXPERIENCERS Women aged 20-35 Income = $75,000 USD + Colorful, energetic and lively Unapologetically herself Makes bold style choices Active social life and social media presence
TARGET
PERSONA
#1
RACHEL WESTCHESTER the business woman 35 y/o Income: $300,00 annually Location: Upper East Side, New York City VALS: Innovator Education: Graduated Columbia University with a Bachelors in Business Job: Real estate agent at Bond New York Relationship - Engaged to Wall St Equity Analyst Lifestyle: Rachels work has a 24/7 demand, but she lives a cosmopolitan lifestyle About: She enjoys going to galleries and social events, shopping at designer stores on 5th Avenue and just unwinding by doing pilates or attending cooking classes. She loves Manolo's because they make her feel feminine and empowered in her daily work life as a girl boss
NICOLE FOREMAN the it girl 26 y/o
Location: Mayfair, London U.K. VALS:Â Experiencer
Job: Interior Designer Relationship - Single Lifestyle: Nicole loves to unwind after work by sitting at outdoor cafes with her espresso, and soaking up the street style. On her days
large following so she is always on the scene, attending parties, launch events, and art shows. Nicole loves her Manolo's because of their reputable name, chic and timeless styles. Style is her passion and she dresses to impress.
#2
off she spends as much time researching and looking at new media art and architecture. She is very active on social media and has a
PERSONA
Education: BA in Interior Design from Royal College of Arts, UK
TARGET
Income: $ 130,000 annually
JOSEPHINE MAXWELL
PERSONA
#3
the southern belle 45 y/o
Income: Income: $ 350,000 annually combined income Location: Charleston, South Carolina VALS: Thinker Education: Journalism and Mass Communications major at Washington and Lee University,Virginia
TARGET
Job: Homemaker Relationship - Married for 15 years with two kids Lifestyle: Josephine has a very refined lifestyle. Her favorite activities include throwing charity auctions and soirees. She loves vacationing with her family at St Simons Island. She is on the board at the Gibbs museums, and is not afraid to show her wealth, and attends all the high profile events in Charleston. She comes from a lineage of executive wealth, and is proper in her mannerisms.. Manolo to her is a status symbol and she loves luxury. She rarely thinks about price and requires her wardrobe to be high quality
Pop Up Shop Proposal
THE OBJECTIVE Throughout the years Manolo Blahnik has always been an aspirational brand. For a woman, Manolo’s are more than just a pair of shoes, they are Manolos! The goal is to create brand excitement with our shoes while showcasing a speciality section.
LEARNINGS The expected learnings will show the brand how to expand the international customer base and create brand awareness while showcasing a "glocal" perspective.
LOCATION India is the world's third largest economy and is seen to be emerging as a major market for luxury goods due to its massive expansion. Since it holds a prominent position as a leader in the wedding market valued at $80 billion , India-specific marketing including a bridal section will be implemented for the purpose of this pop up shop.
DATES The Manolo Blahnik Pop Up will run for six months from May through October 2021, encompassing peak tourist season, into the beginning of the Indian bridal season
KPI METRICS Social Media Tracking metrics through linked stories and promoted posts Track turnover from posts to linked website Create a 15% engagement rate on social media platforms Track new follower count during the duration of the promotions
Print Advertisement Track increase of traffic both in store and online Track New follower counts during the duration of the ad Increase website traffic by 5% as a direct result of the ad
Mall Advertisements Track increase of in website views during the duration of the ads before store opening Track new followers in the Dehli area as a result of the ads Increase follower count in the Indian market by 5%Â
#1 PERSONA TARGET NEW
AMIRA SINGH the modern indian bride 25 y/o
Location: New Delhi, India Education: Liberal Arts at Durham University, London Job: Chair woman of a NGO Income: Dependent on parents and fiancé Relationship: Engaged VALS: Experiencer About: A debutante , socialite and classical dancer Amira is the daughter of a prominent Industrialist and is getting married into a well off family. She loves sharing glimpses into her life for her instagram followers including her fashion, the campaign she’s a part of, and even into her wedding planning. She is currently shopping for her Bridal Trousseau and her aesthetic can be described as a dichotomy of western and Indian elements
TAHIRA KAPOOR
Location: New Delhi, India
Job: Executive Director of L'Oréal India Income: $ 300,000 annually
VALS: Innovator About: Tahira previously worked in finance for Deutsche Bank and as a management consultant for The Monitor Group. Her interests
her and she buys Manolo to express her style and success
#2
include politics, fashion, travel, food, art and culture. She is a globetrotter and has lived all over the world including London, Qatar and New York. Power dressing is very important to
PERSONA
Relationship: Married for 7 years
TARGET
Education: Economics Undergrad at the London School of Economics and Post grad from Georgetown University in Business
NEW
the business woman 36y/o
PRODUCT ASSORTMENT
PRODUCT
ASSORTMENT
PLAN
LOCATION ANALYSIS The pop up location will be based in New Delhi, the national capital of India. It is a large, densely populated urban metropolis with a huge economic, cultural and political influence -Â a Tier 1 city which represent the most developed areas of the country with the most affluent and sophisticated consumers.
NEW DELHI, INDIA
POP UP SPACE THE
CHANAKYA
The location of the pop up shop will be within the Chanakya, a mall inhabiting some of the most upscale and distinctive spectrum of international and Indian luxury brands in the city, integrated with entertainment elements like dining and gold-class cinema facilities.
FOOTFALL
INFORMATION LOCATION
ADDRESS Yashwant Place Commercial Complex,Chanakyapuri, New Delhi 110021
ADJACENT
RETAILERS
Chanel Ralph Lauren Hermés
ZONING
LAWS
New Delhi employs both the Transfer Property Act and The Registration Act commercial and manufacturing.
MARKET AREA
The New Age Maharaja
new money consumer
old money consumer
Born with a silver spoon, inherited wealth
Post 1960's industrialization phase of the new rich - industrialists and factory owner
Luxury is a way of life Staunch consumer of luxury goods Elitist and sophisticated Self earned wealth Conspicuous consumption Want value from the products they buy Key drive is individuality, personalization want exclusivity and customization
Spend on trendy items
The Corporate Millennial Management graduates and young urbans Multinational-corporation income;Â double income, disposable income Upwardly shop luxury like there is no tomorrow Need to live well and live for today Next big spenders on all things luxury - automobiles , latest tech, seasonal wardrobe changes
CHARACTERISTICS
The Original Maharaja
AREA ATTRACTIONS
Located in the heart of the city, the area caters to well-heeled neighborhood, tourists, bureaucrats and diplomats of the city
HOTELS
OPEN SPACES
TOURIST AREAS
The Leela Palace Hotel
Connaught Place
National Rail Museum
Hyatt Regency Hotel
Nehru Park
Delhi Organic Farmers Market
ITC Maurya, A Luxury Collection Hotel
Humayun's Tomb
HEALTH & SAFETY HEALTH, SAFETY & ENVIRONMENT POLICIES Committed to "creating and maintaining safe, healthy and environmentally friendly work places that exceed all relevant codes and standards.
REGULATIONS SET BY MANAGING DIRECTOR Fire extinguishers and hydrants at exits, Manual call points in easy access and 7 emergency exits
STAFF RESPONSIBILITY EMERGENCY/ FIRE EVACUATION PLAN
Concierge available at all times to help all customers with all health & safety issues and ensure areas remain clean and free of hazards at all times
PUBLIC ACCESS & PEDESTRIAN TRAFFIC CHANAKYA FOOT TRAFFIC 2019 increase 11 to 13% in 1,89,000 square ft area
DTC BUSES PINK LINE METRO LOCAL TRANSPORTÂ CABS
TRANSPORT FOOTFALL 46% Consumers arrive by foot 13.3 % Public transportation 40.7% Private transportation
PRIVATE CARS
LEGAL ISSUES CERTIFICATE OF REGISTRATION The "Gumasta " Certification must be obtained from The Municipal Council of New Delhi in order to legally sell stock in The Chanyanka mall.
LONG TERM DISTRIBUTION AND RETAIL LICENSE AGREEMENT The pop up shop must abide by all Chanyanka Building codes.
CHANAKYA MALL REGULATIONS Defacing, damaging or destroying any real or personal property constituting part of or located in or on the shopping center property
RESTRICTIONS IN THE INDIAN MARKETPLACE The Indian luxury sector has taken various anti-black money measures
EXPORT SUBSIDIES AND DOMESTIC SUPPORT Stress on local goods and marketplace by government instead of international import
TARIFF BARRIER Average applied tariff rate of 13.8%
DEMONETISATION TAX REFORM
GOODS & SERVICES SALES TAX
High value payments cannot be made in cash and PAN identity card must be presented
This tax is levied 28% on items worth more than $2,750 USD
Pop Up Implementation
POP UP RENT PAYMENTS
SQUARE FOOTAGE 2228.13 sq ft
$ PER sq ft* $8.45 TOTAL $18,827.69 per month
*including sales tax, common area maintenance and electricity charges
AMBIENCE OVERALL AMBIENCE Feminine, luxurious and intimate surroundings with a boudoir like feeling
POP UP DESIGN Neutral ivory interior color scheme with a harmony of pale rose and sand Lush tufted seating, mirrored tables, and crystal drop chandeliers
VISUAL MERCHANDISING
Total sq ft: 2,229
Total sq ft: 2,229
SALES ASSOCIATES
Salary = 1100 Indian Rupees/ day ($15)
Salary = 800 Indian Rupees/ day ($11)
Responsibilities : Customer satisfaction Scheduling Maintaining standards Styling Product knowledge Pay roll Training Leading Staff
Responsibilities : Product Knowledge Make daily sales goals Styling Cleaning store daily Customer satisfaction
*minimum wage is 626 rupees per day ($8.64)
HUMAN RESOURCES
MANAGER
TECHNOLOGY
Standard POP systems will be implemented at the sales counter at the main point of purchase The other form of technology that implemented will be iPads used by sales associates These allow for ease of transactions, as well as online sales and in store pickup
Made to Measure station- giving the bride an opportunity to add a signature touch to any piece Special orders service - offers a selection of fabrics, heights, and shoe styles to create that one-of-a-kind pair "Vivah Table" Â - where the bride-to-be can lay her garment while finding the perfect accessories to match
SPECIAL FEATURES
BRIDAL SECTION
PROMOTIONAL PLAN
Advertising will begin four months prior to launch to create buzz around Manolo Blahnik and The Chanakya Both social media and website adverts will continue to run four months after the shop closes, to retain excitement and traffic online.
PROMOTIONAL BUDGET COST OF OVERALL PROMOTIONALÂ ACTIVITIES =$40,000 USD SOCIAL MEDIA = $19,000 USD (Instagram & Facebook influencers, posts, live story updates)
MAGAZINE AND NEWSPAPER PROMOTION= $13,000 USD VOGUE INDIA, ELLE INDIA, VERVE INDIA, THE DELHI TIMES NEWSPAPER
WEBSITE= $12,000 USD to inform new clientele of product releases
LAUNCH PARTY
#delhiwelcomesblahnik
EXCLUSIVE LIST Key influencers and bloggers , Delhi socialites and loyal customers of The Chanakya invited
EVENT BUDGET $2900 USD
HEAD COUNT 80 people
ENTERTAINMENT Catering done from The Leela Palace Hotel Open Bar Live DJ Shoe installations for social media moments
Time and Action Calendar Planning the pop up shop
Task
Date
1. Hire designers and architects
1/5
2. Curate product assortment
1/25
3. Start pre launch advertising
2/15
4. Approve floor plan & start building
2/25
5. Begin hiring process
3/15
6. Advertise launch event & send invites
4/5
7. Pop up launch event grand opening
6/5
8. Paid advertising during launch
6/15 - 10/5
9. Pop up shop break down
11/5
10. Post launch social media content
11/25- 12/25
T H A N K
Y O U !
#delhiwelcomesblahnik
SOURCES https://www.manoloblahnik.com/ https://www.thechanakya.com/ https://economictimes.indiatimes.com/industry/services/retail/hurt-by-note-ban-luxury-brands-seek-rental-reductionfrom-malls/articleshow/56767718.cms?utm_source=contentofinterest&utm_medium=text&utm_campaign=cppst https://www.manoloblahnik.com/hk/the-sketches/ https://coveteur.com/2018/05/15/manolo-blahnik-recent-collaborations-rihanna-shoe-design/ https://www.statista.com/outlook/21030200/119/luxury-footwear/india#market-revenueBrand https://paycheck.in/salary/minimumwages/16749-delhi