Manolo Blahnik Pop Up Shop

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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