PRINT DESIGNS IN TEXTILES FOR WOMENSWEAR THANAPORN RATTANASAKSOPANA ID: 03719386 GRADUATE SCHOOL OF FASHION MERCHANDISING ACADEMY OF ART UNIVERSITY MAY, 15 2015 | 1.00 P.M.
TABLE OF CONTENTS
01 EXECUTIVE SUMMARY
02 7
03
BUSINESS SUMMARY
11
MARKET AND INDUSTRY ANALYSIS
15
2.1 MISSION STATEMENT
12
3.1 ECONOMY
16
2.2 VISION STATEMENT
12
3.2 INDUSTRY MARKET RESEARCH
19
2.3 COMPANY OBJECTIVES & GOALS
12
3.3 STATISTIC AND SURVEY
24
2.4 BRAND PROMISES
13
3.4 TARGET MARKET
28
3.5 COMPETITORS RESEARCH AND
34
ANALYSIS 3.6 SWOT ANALYSIS
42
3.7 COMPETITIVE ADVANTAGES
46
04
06
08
MERCHANDISING PLAN
49
MARKETING PLAN
113
FINANCIAL PLAN AND ANALYSIS
157
4.1 INSPIRATION AND TREND BOARD
50
6.1 MARKETING OBJECTIVES
114
8.1 FINANCIAL SUMMARY
158
4.2 PRODUCT LINES
52
6.2 PRODUCT STRATEGY
115
8.2 ASSORTMENT PLAN
159
4.3 ARTWORK SHEETS
54
6.3 PRICE STRATEGY
116
8.3 SALES
160
4.4 LINE SHEETS
62
6.4 PLACE STRATEGY
117
8.4 MONTHLY SALES
161
4.5 SPECIFICATION SHEETS &
74
6.5 PROMOTION MIX
120
8.5 PROFIT&LOSS
162
6.6 MARKETING CALENDAR
144
8.6 INVENTORY
162
6.7 FUTURE PLAN TIMELINE
146
8.7 GROSS MARGIN:
162
DETAIL SHEETS 4.6 COST SHEETS
83
4.7 MANUFACTURERS AND SUPPLIERS
86
4.8 PRODUCTION TIMELINE
90
05
MARKUP AND MARKDOWN 07 OPERATIONAL PLAN
149
8.8 EXPENSE
162
8.9 RENT
162
7.1 BUSINESS OWNERSHIP
150
8.10 WAGES
163
VISUAL MERCHANDISING
103
7.2 ORGANIZATION CHART
151
8.11 MARKETING EXPENSE
164
5.1 LOGO
104
7.3 ROLES AND RESPONSIBILITIES
152
8.12 START-UP COSTS
165
5.2 VISUAL IDENTITY
106
7.4 EMPLOYEE BENEFITS
153
8.13 LOAN
166
5.4 SHOWROOM AND OFFICE
108
7.5 LOCATIONS AND
154
8.14 FUTURE GROWTH
166
8.15 FINANCIAL OVERVIEW
167
BUSINESS HOURS
09 APPENDIX
185
9.1 BIBLIOGRAPHY
186
9.2 SURVEY
190
9.3 RESUME
192
9.4 STATEMENT OF FUTURE PLAN
193
9.5 SPECIAL THANKS
194
01 02 03 04 05 06 07 08 09
EXECUTIVE SUMMARY
CHAPTER 1
10
1.1 EXECUTIVE SUMMARY
LADY A is timeless yet sophisticated women ready-to-wear brand, which is highly influenced by geometric shapes and the urban lifestyle of the strong independent women of today. This is demonstrated throughout all the collections, which reflect LADY A’s perspective in designs that will catch your eye. LADY A markets in Bangkok, which is the capital and center of fashion in Thailand. LADY A’s distribution channels are at the famous three department stores: ZEN, Paragon and EmQuartier. These department stores are the top 5 shopping malls in Thailand. All of the department stores are located in downtown Bangkok, Thailand, which is easy for transportation via sky train, subway and personal vehicles (huge parking lots). LADY A is targeting females in Bangkok between the ages of 24 and 34. They could be single or married and they are middle class to upper class. They are well-educated as well as working in creative fields. Our target customer is not only local people but also foreigners that live or travel in Thailand and can be any nationality or race. They are interested in fashion and art. They always shop for good quality and uniquely designed products or for something new and different. LADY A’s key competitors are local apparel brands in Thailand: ASAVA, Milin and Disaya. In order to compete with these companies, LADY A offers timeless prints, craftsmanship and easy-care fabric. We make sure that our products serve as realistic and functional for our customers. This means our products are useful and wearable over the long term. The average price point of LADY A is $67. LADY A’s total sales for the first year is projected to be $514,990 with a gross margin 71.2% of the total sales. The profit of the first year is projected to be 8.2%.
11
EXECUTIVE SUMMARY
01 02 03 04 05 06 07 08 09
BUSINESS SUMMARY
2.1 MISSION STATEMENT
Timeless—a collection that personifies the inner you! Quality in a statement in our prints and silhouettes, our ever changing fashion line shapes your lifestyle no matter which season you are in.
2.2 VISION STATEMENT
Lady A will become a leader in the printed garments industry, known as ‘Timeless’: quality prints, classic silhouettes and unbeatable craftsmanship. Lady A would like to be a recognized brand in the Fashion Scene.
»»To successfully establish LADY A brand in Thailand.
2.3 COMPANY OBJECTIVES & GOALS
»»To introduce LADY A into the Thai apparel market. »»To build brand awareness and brand loyalty among the market. »»To approach the Zen department store, Paragon department store and Qurator at EmQuartier with LADY A’s collection. »»To expand distribution channels such as flagship store, boutiques and multi-brand store in both Thailand and overseas in the future years. »»To be a part of the local brands exporter into the ASEAN countries. »»To act as a wholesaler and retailer. »»To expand our business by 25% every year.
CHAPTER 2
14
2.4 BRAND PROMISES
The LADY A’s printed design is the most important thing of our brand. We believe that the designs are timeless and unique. Our product can be worn over and over from one generation to the next and never be out of date. LADY A will bring new unique prints that no one else does in Thailand since they mostly design prints in floral and animal patterns, or use the existing graphics (stripes or dots). We promise that the prints we use can only be found only at LADY A. In addition, LADY A provides the best quality at a reasonable price for our customers. My obligation is to maintain the craftsmanship on the prints and silhouettes. We have the greatest sourcing team available to source from the best printing factories, premium fabric vendors and high quality sewing producers. We guarantee that our prints will not fade, and that the fabric will not be changed after being worn and washed; our goods will also not be ripped easily. Finally, we believe that our customers are a key to becoming successful in a business. Besides the timeless prints and the quality, we create goods that are comfortable and functional in order to satisfy our enduse customers. We use easy-care and comfortable touch fabrics. Also, LADY A’s products are easy to mix and match for everyday wear, or it can be worn in between formal and casual. For this reason, our customers will have many ways to wear or play with our products.
15
BUSINESS SUMMARY
01 02 03 04 05 06 07 08 09
MARKET INDUSTRY AND ANALYSIS
3.1 ECONOMY Changes in crude oil prices have always been focused on economics and finance because oil is one of the important factors that has an effect on the global economy. On January 2015, the crude oil price fell sharply from $96.2/Barrel in 2004 to $53.2/Barrel (Figure 1). The changes in the crude oil price have a huge effect on petroleum exporters. On the other hand, USA produces petroleum to use only domestically, which means they do not suffer from these changes and the US Dollar continues to appreciate.1 In Thailand, the changes in crude oil price have not affected the country’s economy and finances because the main Thai incomes are from travel, services and textile businesses. The Thai economy benefits from the fall of crude oil because Thai imports the petroleum. This means the cost of oil has been reduced and the money stock has been increasing as well. Figure 1 Source: World Bank Commodity Forecast Price date, January 2015
In the fashion industry, petroleum is used in production, machinery and delivery of the goods. With the downward trend of the crude oil price, it helps save in the cost of production and delivery.
The world economy is faced with the legacies of the financial crisis. The economies of high-income countries have been uneven, but middle-income countries have been less dynamic than in the past. Even with a challenging global environment, low-income countries continue to grow at a robust pace. In 2014, the global economy grew at 2.6 percent and is expected to rise to 3.0 percent in 2015 and to be maintained at 3.3 percent in 2016 and 3.2 percent in 2017. The high-income countries are likely to see growth of approximately to 2.2-2.4 percent by 2016. In developing countries, growth is projected to gradually rise from 4.4 percent in 2014 to 4.8 percent in 2015 and moderately strengthen to 5.3-5.4 percent by 2017 (Figure 2).2
Figure 2 Source: World Bank
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18
Figure 3 Source: NESDB, Thailand
According to the National Economic and Social Development Board (NESDB), the report shows that, in 2014, Thailand’s GPD expanded to 1.7 percent in the fourth quarter (up from 1.2 percent in the previous quarter) (Figure 3). The Thai economy has increasingly improved as a result of Thailand’s recovery from a political situation. It makes foreigners come back to Thailand for travel and investment again. Furthermore, trade with neighbor countries, such as Indonesia, China, Myanmar and Malaysia, are greater than exporting to Europe. If these happen constantly, it will increasingly drive the Thai economy for many years.3 Although the crude oil price crisis has impacted the global economy, particularly the petroleum exporters, Thailand benefits from this situation in terms of the importer. Moreover, the recovery from the political dilemma means that the Thai economic situation is returning to a better position.
19
MARKET AND INDUSTRY ANALYSIS
In addition, at the beginning of 2015, Thailand has become a member of the ASEAN Economic Community (AEC). The purpose of the AEC is to increase the power of bargaining with trading partners, creation of the competitive economic region and to except taxes on some items with the member countries. This will make real income of the region up to 5.3 percent or $69 billion. Benefits of the AEC in Thailand are »»Increasing export value to the member countries which will be growing more than 18-20% per year »»Giving an opportunity to trade in strengthening services such as tourism, hotels and restaurants which will make a healthy income in Thailand »»Promoting investment opportunities and reducing barrier investment in ASEAN »»Reducing production costs when sharing resources in manufacturing »»Increasing the bargaining power in Thailand on the global trade »»Raising the living standard in the country4
ASEAN ECONOMIC COMMUNITY (AEC) MEMBERS Figure 4
In conclusion, although the crude oil price crisis has impacted the global economy, particularly the petroleum exporters, Thailand benefits from this situation in terms of the importer. Moreover, the recovery from the political dilemma means that the Thai economic situation is returning to a better position. In addition to that, becoming an AEC member will strongly support the economy of Thailand in the future.
CHAPTER 3
20
3.2 INDUSTRY MARKET RESEARCH
GLOBAL TEXTILE AND APPAREL INDUSTRY THAILAND’S TEXTILE AND APPAREL INDUSTRY FASHION TRENDS AND PROJECT IN THAILAND
GLOBAL TEXTILE AND APPAREL INDUSTRY 2,500
In 2012, the total global exports were worth US$708.4 billion, up slightly from US$706 billion (US$412 billion in apparel and US$294 billion in textile) the previous year. In addition, the global apparel market was worth at US$1.7 trillion and employed approximately 75 million people.5
GLOBAL APPAREL AND FOOTWEAR
2,000 SALES TO HIT $2TRILLION MARK
1,500
BY 2018
According to the recent estimates from the Euromonitor International, the global apparel and footwear market will further increase as we can see from the above chart, which is projected from 2008 to 2018 (Figure 5).
1,000
500
0 US$ BILLION 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
According to Plunkett Research, during 2013, the total sales of clothing and accessories stores in the U.S. was valued US$251 billion, up from EXPORTED, IMPORTED AND RETAILSource: SALES TEXTILES AND APPAREL IN THE UNITED STATES US$242.5 billion the year before (Figure 6). The research estimated that: Euromonitor International »»80% or US$143 billion of sales were at department stores »»60% or US$25.9 billion of sales were at sporting goods stores 2012 2013 »»35% or US$40.2 billion of sales were at discount department stores »»30% or US$77.7 billion of sales were at e-commerce (apparel, shoes and accessories) EXPORTED $22.6 billion $23.7 billion GLOBAL APPAREL AND FOOTWEAR MARKET VALUE SALES 2008-2018 Figure 5
IMPORTED
$100.9 billion
$104.7 billion
RETAIL SALES
$242.5 billion
$251 billion
Furthermore, Fashion United, who reports about fashion industry statistics in the U.S., stated that in 2013 that: »»Value of sales was US$361 billion in retail »»There was a consumption of US$19 billion on garments »»There was 280,000 fashion retail outlets »»There were 3 million U.S. apparel industry workers »»Every American in the U.S. has spent $1,141 on more than 64 garments6
EXPORT, IMPORT AND RETAIL SALES TEXTILES AND APPAREL IN THE UNITED STATES Figure 6 Source: Plunkett Research
21
MARKET AND INDUSTRY ANALYSIS
The forecast on the apparel and footwear market from 2013 to 2018 shows that China is in the first rank, which will take over the US to become the world’s largest apparel and footwear market. In addition, Russia, Brazil and India are estimated to be upward ranks while the US, Japan, Germany, the UK, Italy and France are in downward positions (Figure 7). Figure 8 is the statistics of apparel market size projections from 2012 to 2025 by region. This statistic depicts that the global apparel industry continues to grow at a robust rate, particularly China at 10%; India is staying ahead of China by a small margin at 12%. In these several years, Asia, especially China, plays an important role in manufacturing apparel, shoes and household textiles while manufacturers in developed countries like the U.S.A. and Canada are suffering in production decline. The majority of imported goods in the U.S.A. come from Asia because Asia has been entrusted as a low-cost producer with reasonable quality. The fact that the cost of doing business and labor costs in China have risen creates competitors (manufacturing in very low-cost nations): Africa, Vietnam, Sri Lanka, Cambodia, Bangladesh and elsewhere have been much more favorable areas. However, China proceeds to have a strong apparel manufacturing industry by requiring greater skills and investment in better technology and advanced equipment.
Figure 7 Source: Euromonitor International
In addition, in 2013-2014, the Chinese economy was slowing and the entire nation focused on cracking down on corruption and lavish gifts. As a result, this has affected the luxury goods market.7
10%
CHINA
2%
EU-27 2%
UNITED STATES 12%
INDIA
The global sales breakdown by category in 2013 from the Euromonitor International’s statistic depicts 39% of the global sales on womenswear, 25% on menswear, 20% on footwear, 9% on childrenswear, 4% on apparel accessories and 3% on hosiery. Womenswear held the largest number in the category. This means the business of womenswear was performing well and remained popular (Figure 9).
2%
JAPAN 8%
RUSSIA
5%
BRAZIL 4%
CANADA
5%
AUSTRALIA
8%
REST OF THE WORLD 0
200
400
600
APPAREL MARKET SIZE PROJECTIONS FROM 2012 TO 2025 2012 2025BY REGION (IN BILLION U.S. DOLLARS) Figure 8 Source: Statista: The Statistics Portal
CHAPTER 3
22
800
In conclusion, the global apparel industry continues to grow at a healthy pace even despite the current global economic downturn. The apparel industry plays a significant role in the economy in terms of trade, employment, investment and revenue worldwide. In addition, womenswear holds the largest category in the apparel industry. Therefore, as a womenswear brand, this is a good opportunity for LADY A to start a business.
3% 9%
4% WOMENSWEAR HOLDS
39%
THE LARGEST NUMBER IN CATEGORY
20%
25%
THAILAND’S TEXTILE AND APPAREL INDUSTRY
WOMENSWEAR FOOTWEAR APPAREL ACCESSORIES
The textile and apparel industry plays an important role in Thailand’s economic and social development. Thailand is one of the few countries that has a complete textile industry chain: from natural and synthetic fiber production to fabrics and textiles, from design and development production to apparel, home textiles and technical textiles.
MENSWEAR CHILDRENSWEAR HOSIERY
GLOBAL SALES BREAKDOWN BY CATEGORY 2013 Figure 9 Source: Euromonitor International
Thailand’s textile industry has various combinations of petrochemical and agricultural companies that provide synthetic and natural fibers and filaments. These are used for manufacturing textiles, fabrics and apparels to sell domestically and to the rest of the world. The quality of the textiles and apparel in Thailand is rather high and continuously improving, especially Thai silk and traditional design.
THAILAND’S TEXTILE AND APPAREL EXPORT AND IMPORT STATISTIC IN 2014
$5,000 0.04% $4,437.13
In 2014, Thailand’s textile and apparel exports increased 0.04 percent, or $4,437.13 million, and imports fell 1.10 percent, or $2,769.13 million. Textile exports fell 1.34 percent as a result of the export value of fiber and fabric in major markets such as Vietnam, Indonesia, China and Bangladesh becoming lower. On the other side, apparel exports rose 2.27 percent because demands from Japan and the European Union have continually increased. In addition, textile imports from China, Japan and Taiwan dropped 2.96 percent while apparel imports went up to 9.91 percent. Thailand’s major import countries are China, Vietnam, Italy and Bangladesh (Figure 10).8
$3,750
1.34% $2,704.24
$2,500
1.1% $2,769.13 2.96% $2,324.26 2.27% $1,732.89
$1,250 9.91% $444.88
$0
TEXTILE
APPAREL
EXPORT
TOTAL
IMPORT
With a fall in textile and apparel exports to the US, Thailand is becoming ASEAN’s fashion hub. Decreasing demand from the US has been replaced by a rise in Thailand’s exports to Asian countries, such as China, Japan and Indonesia. Below is the statistic of Thailand’s major export countries in 2014.
THAILAND’S TEXTILE AND APPAREL EXPORT AND IMPORT STATISTIC IN 2014 Figure 10 Source: THTI: THAILAND TEXTILE INSTITUTE
23
MARKET AND INDUSTRY ANALYSIS
FASHION TRENDS AND PROJECT IN THAILAND THAI BRAND EMERGING
Nowadays, Thai women tend to be more fashionable because of the influence of the global media. The latest fashion trends are updated through Facebook and Instagram, which attracts attention. As a result, there are many Thai brands emerging in the past several years. As I observed and gathered Thai brands that were founded in 1980 through 2013, I found out that there are 37 local brands that exist. Most Thai brands emerged in 2010 (Figure 11). However, it dropped from 2011 to 2013 because of the political crisis and the flooding situation.
7
5.25
3.5
1.75
According to the Thairath Online News, there are around 20-30 local brands that export to the ASEAN market, which is in the most successful country in the ASEAN. It happened before the ASEAN Economics Community started at the beginning of 2015. “Although Thai local brands have been exported in these several years, the result is better and faster than expected. In the future, Thai will become a strong competitor in the market because the variety of designs and the quality of the products meet the customers’ satisfy.”9 Furthermore, the article from the Office of Knowledge Management and Development said 70% of Thai apparel shoppers would like to purchase clothing that is produced in Thailand.10 With successful exports to the ASEAN and a support from Thai shoppers, the Thai apparel industry tends to become the next favorable place of fashion.
0 2005
2006
2007
2008
2009
2010
2011
THAI BRAND EMERGING 2005-2013 Figure 11
Another popular trend that I observed in Thailand in 2014 was print designs such as geometric, floral, ancient European style and colorful prints, which can be found from local designers and street style fashions. One of the main factors that has helped Thai’s fashion industry become stronger is the support from non-profit organizations in Thailand. The first organization is the Bangkok Fashion Society, or BFS, founded in 2011. The main purpose is “to improve the standard of design and quality of Thai fashion products in order to meet with the world’s standard.” Another organization is the Thai Cat Walk, founded in 2008. The main objective is “to act as an online fashion library in order to improve and update information about fashion in Thailand and to be a fashion media for research, education, trading, references etc.”11
CHAPTER 3
THAILAND FASHION TREND IN 2014
NON-PROFIT FASHION ORGANIZATIONS IN THAILAND
24
2012
2013
The latest interesting news in Bangkok is the EM district project of the Mall Group. The EM District combines the three world class shopping malls together, which are Emporium (under renovation), EmQuartier (full opening on May 2015) and EmSphere (under construction). The project is located on Sukhumvit district and a total area is 650,000 sq.m. The EM District will become a new page on Thai shopping area history and a world class tourist destination. In addition, the Mall Group concerns about local brands in Thailand; therefore, they support Thai brands by setting up a space called “Qurator” in order to gather the local brands at the EmQuartier.12 In conclusion, it is a good opportunity for LADY A to run a business in Thailand since Thailand has an entire textile industry chain with a high quality of production. As we design, produce and sell domestically, it will save the cost of shipping and taxes and shorten lead-time delivery. Moreover, from my research, 70% of Thai shoppers would like to buy clothes that made in Thailand, combined with the increasing number of Thai brands and the fall of textile and apparel imports, in my opinion, is that Thai people are concerned with consuming ‘Made in Thailand’ products more than in the past. Meanwhile, Thailand is the most popular country in exporting local brands to the ASEAN. With the support from fashion organizations that I will join after starting the business, it is possible for my brand to be part of exports to the ASEAN in the future. Furthermore, the Qurator project of the Mall Group that supports Thai brands will be a good benefit for LADY A to possibly be part of them. In addition, fashion trends in Thailand today are more fashionable. One of the popular trends is print, which is related to my brand. I saw many local designers and street style fashion artists with a variety of print and people pay more attention to it now, which I think indicates it is the right time to set up my business.
THE EM DISTRICT IN BANGKOK, THAILAND
25
MARKET AND INDUSTRY ANALYSIS
3.3 STATISTIC AND SURVEY
CONSUMER’S MOTIVATION IN PURCHASING CLOTHES
STATISTIC13 QUALITY
LADY A has chosen a consumer purchasing clothes behavior statistics from the Textile Intelligence Unit by THTI, which would help LADY A to successfully set up an apparel business into the Thai market. The results of this statistic are from 350 Thai female participants’ feedback. The first statistic is about consumer’s motivation in purchasing clothes. It shows that 32.46% of Thai female have purchased products based on the quality over the price (31.71%) and promotions (19.99%) (Figure 12). It means that LADY A concerns the right point that is offering a craftsmanship quality. The next statistic is a purchased unit on a casual wear per time. The statistic said 43.9 % of Thai female shoppers usually buy 2 pieces and 38% of Thai female shoppers buy 1 piece at a time (Figure 13). This result is related to LADY A’s estimation on expected purchasing unit per customer which will be explained in depth in the financial plan and analysis chapter. The third statistic is about favorite places of clothes shoppers. The result displays that 41% of Thai females prefers to shop at a department store which the right distribution channel for selling LADY A’s products (Figure 14).
32.46%
PRICE
31.71%
PLACE
15.89%
19.89%
PROMOTION
0
30
60
90
CASUAL CLOTHES VOLUME PURCHASED PER TIME
1 PIECE
38%
2 PIECES
43.9%
12.3%
3 PIECES
4 PIECES
3.5%
5 PIECES
2.3%
0
40
80
120
Figure 13
FAVORITE PLACES FOR CLOTHES SHOPPERS FAVORITE PLACES FOR CLOTHES SHOPPERS 0% 6% 4%
6%
0% 2% 2%
4% 9% 41%
9%
41%
29% 29%
8% 8%
DEPARTMENT STORE FLEA MARKET OUTLET DEPARTMENT STORE TAILORING FLEA MARKET OUTLET TAILORING
CHAPTER 3
120
Figure 12
26
DISCOUNT RETAIL STREET MARKET WHOLESALE STORE DISCOUNT RETAIL WEBSITE STREET MARKET WHOLESALE STORE WEBSITE
160
FAVORITE TYPES OF MARKETING PROMOTION FOR CLOTHES SHOPPERS FAVORITE TYPES OF MARKETING PROMOTION FOR CLOTHES SHOPPERS
Another important factor to achieve the company goals is to learn about what kind of marketing strategy suits with our target market group. A discount of 78% will be given for the most favorite type of marketing promotion of clothes shoppers. On the other hand, the reward program seems to be less popular which was accounted for 2% (Figure 15). For this reason, most of LADY A’s promotions will be under the discount, on special holidays based on the department stores’ schedules. In addition, the most influential communication channels on the customer buying decision are spread by word of mouth, which is accounted for 48%, following up with 18% on a magazine (Figure 16). Therefore, LADY A plan to use word of mouth method through Instagram influences. These days, Instagram has become very popular in Thailand which will be explained in the marketing plan chapter. LADY A will advertise in the magazine as well because the magazine is an important medium in the fashion industry.
2% 13%
2%
13% 7% 7%
78% 78%
DISCOUNT FREE GET STORE CREDIT DISCOUNT REWARD FREE GETPROGRAM STORE CREDIT REWARD FigurePROGRAM 15
THE MOST INFLUENTIAL COMMUNICATION CHANNELS ON CUSTOMER BUYING DECISION THE MOST INFLUENTIAL COMMUNICATION CHANNELS ON CUSTOMER BUYING DECISION
18% 18% 11% 11%
48% 48%
10% 10% 13% 13%
MAGAZINE TV MAGAZINE INTERNET TV BILLBOARD INTERNET WORD OF MOUTH BILLBOARD WORD OF MOUTH
Figure 16
27
MARKET AND INDUSTRY ANALYSIS
WHERE DO YOU USUALLY PURCHASE NEW CLOTHING?
SURVEY To understand the consumers’ purchasing behavior on clothing, LADY A has initiated a Thai Female Shopping Habit Survey. The research could get 130 Thai female participants’ feedback. The majority of participants are 26 to 35 years old, which are similar to LADY A’s target customers (24 to 34 years old). 44% of participants’ feedback preferred to shop at the department store which has given the same result as the THTI’s statistic (Figure 17). The department store is the first distribution channel where LADY A will sell its products. In addition, 56% would purchase the products which depend on garment industry and 32% likely to take a chance on something new whereas 10% prefer to buy well-known designer labels (Figure 18). Moreover, 65% of Thai females pay an attention on the products, not about the promotions or advertising and 60% bought the products because of the design (Figure 19, 20). Therefore, no matter well-known brands or new brand, people concern about the products and the design first. In order to set up the price strategy, LADY A has asked about how people think of the printed clothes’ which the average price is around $50-$100. 55% of the feedback said it is about right (Figure 21). As a result, LADY A will find manufacturers who can provide the best quality with the similar price point that is related to the survey results.
44%
DEPARTMENT STORE
BOUTIQUE OR STAND ALONE STORE
16%
9%
COMMUNITY MALL
4%
FLEA MARKET
9%
WEEKEND MARKET
18%
ONLINE
0
15
30
45
60
Figure 17
DO YOU PREFER TO BUY WELL-KNOWN DESIGNER LABELS OR TAKE A CHANCE ON SOMETHING NEW?
WELL-KNOWN
10%
TAKE A CHANCE
32%
DEPEND ON GARMENT
OTHER
56%
2%
0
20
40
60
80
Figure 18
WHAT WOULD BE THE MOST INFLUENCE YOU TO PURCHASE THE BRAND?
CELEBRITIES
6%
MODELS
5%
65%
PRODUCTS
PROMOTIONS
24%
0
20
40
Figure 19
CHAPTER 3
28
60
80
WHAT ARE YOUR MAIN THINGS WHEN PURCHASING CLOTHING?
PRICE
18%
QUALITY
11%
60%
DESIGN
COMFORT
1%
MATERIAL
2%
BRAND
5%
TRENDS
3%
0
20
40
60
80
Figure 20
THE PRINTED CLOTHES’ AVERAGE PRICE IS $50-$100. WHAT DO YOU THINK OF THE PRICE?
HIGH
40%
55%
ABOUT RIGHT
LOW
OTHER
4%
1%
0
20
40
60
80
Figure 21
29
MARKET AND INDUSTRY ANALYSIS
3.4 TARGET MARKET
THAILAND OVERVIEW TARGET MARKET SEGMENTATION TARGET CUSTOMER DETAIL CUSTOMER PROFILE
THAILAND OVERVIEW Thailand (widely known by foreigners as “The Land of Smiles”) is located in the center of Southeast Asia, which is divided into 76 political provinces, and Bangkok is the capital and largest city with a population of 9.7 million. Bangkok represents a Buddhist landscape with beautiful pagodas and giant sculptures that makes Thailand one of the most popular tourist destinations in this region, perhaps globally. In addition, Bangkok serves as the political, economic, industrial, educational, commercial and entertainment capital of the country that attracts people across the world who want to visit Thailand. According to the Ministry of Tourism and Sports Thailand, in 2014 Thailand had about 24 million tourists, which cost approximately $30 billion of Thai economy.14 Although Thailand has faced political challenges in recent years, Thailand’s natural resources, locations, people potential and tourism have helped increase the country’ s economy year after year.
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30
GDP: PURCHASING POWER PARITY
GEOGRAPHY15 Official Name: Kingdom of Thailand or Siam Location: Southeastern Asia Total Area: 513,120 square kilometers (198,115 square miles) Climate: Tropical; rainy, warm, cloudy southwest monsoon (mid May to September); dry, cool northeast monsoon (November to mid March); southern isthmus always hot and humid Nationality: Thai Languages: Thai, English (secondary language of the elite), ethnic and
$1,000.0 billion
$987.5 billion
$975.0 billion
regional dialects Capital: Bangkok Major industry: Tourism, Textiles and Garments, Agricultural Processing
$962.5 billion
14
20
13
20
12
20
$950.0 billion
GDP: PURCHASING POWER
ECONOMY16 Currency: Thai baht (THB) GDP (official exchange rate): $380.5 (2014 est.) GDP-per capita: $14,400 (2014 est.) Taxes and other revenues: 20.1% of GDP (2014)
Figure 22 Source: The World Factbook
PEOPLE AND SOCIETY17 Population: 67,741,401 (July 2104 est.) Age structure: 0 - 14 years: 17.6% (male 6,117,993/ female 5,827,981) 15 - 24 years: 15% (male 5,194,332/ female 4,999,669) 25 - 54 years: 46.9% (male 15,685,882/ female 16,097,245) 55 – 64 years: 10.9% (male 3,468,620/ female 3,893,925) 65 years and over: 9.5% (male 2,830,418/ female 3,625,336) (2014 est.) Urban population: 49.2% of total population (2014) Major urban areas – population: Bangkok (capital) 9.098 million (2014) Total population: 0.98 male (s)/ female (2014)
Figure 23 Source: The World Factbook
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MARKET AND INDUSTRY ANALYSIS
TARGET MARKET SEGMENTATION GEOGRAPHIC World Region or Country: Thailand Country Region: Southeast Asia Density: Urban Climate: Tropical Neighborhood: Bangkok (Downtown)
DEMOGRAPHIC Age: 24-34 (Primary 24-29, Secondary 30-34) Gender: Female Income: $22,000-$40,000 per year (based on Thai’s income) Occupation: Creative types (models, artists, college students, art students) or working in fashion industry Education: College and above Family life cycle: Single or married without children
PSYCHOGRAPHIC Social Class (based on Thai’s income level): Middle class (Primary), Upper middle class (Secondary) Lifestyle: Explorer, Succeeder Personality: Independent, ambitious, creative, motivative Activities: Traveling, partying, event attending, and creative outlets
BEHAVIORAL Occasions: Regular Benefits: Chic (spotlight), unique and quality User Status: First time user, regular user User Rate: Medium, heavy Loyalty Status: Strong Readiness Stage: Interested, desirous Attitude Toward Product: Positive
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TARGET CUSTOMER DETAIL
The target customers are females in the age range of 24 to 34 years old and who are a part of Generation Y. They are part of the digital media world and have grown up with the privilege of having a two-income household and are accustomed to having many things. They have sufficient income ($22,000-60,000 per year) to spend on themselves. They could be single, in relationship or married. Our target customers are not only local people but also foreigners that live or travel in Thailand and can be of any nationality or race. They are dedicated to creativity in their lifestyle and their occupation reflects their creative side. For example, our customers would be models, artists, art students or people who work in the art industry. Our target customer is middle to upper middle class in Bangkok. They make an income of over $22,000 (compare to Thai Baht) a year. They live in high society areas in Bangkok and have many material things to enjoy. For example, they would be a member of golf club or luxury brand club. Their lifestyle align with both explorers (primary) and succeeders (secondary) who have strong goals, and are confident and stabile. For instance: they like to shop for a good quality product as a reward after hard work. Their personality is independent, ambitious, creative and motivated. These people have sufficient income to spend but they still seek a better life. Their activities could be traveling, partying, event attending and creative outlets.
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MARKET AND INDUSTRY ANALYSIS
CUSTOMER PROFILE
PRIMARY CUSTOMER NAME: CHOMPOOH AGE: 25 years old STATUS: In a relationship EDUCATION: Bachelor’s Degree OCCUPATION: Assistant Fashion Editor LOCATION: Bangkok, Thailand Chompooh was born and raised in the center of Bangkok. She graduated from Chulalongkorn University with a Bachelor of Arts, majoring in Fashion Journalism. She works as an editor in a local magazine company and is getting promoted to a higher position. Her annual income is about $40,000 or higher, depending on her work events. She is planing to start a small business with her friends. She is her own definition of “fashion.” There is just something about always leading the trend, not following the trend. She is an independent woman who has her own style and she knows what is good for her. She likes to dress up to show her personality and personal preference. She loves to shop but she only spends money on stylish, creative or unique products that she thinks she can wear on many occasions in her own style. She is an active, ambitious, and easy-going girl. She likes to hangout and party with her friends every week. She prefers to travel on either short or long vacations instead of staying home. As she works in a creative field, she has a lot of connection with her clients, she always attends events and trade shows, so she likes to shop for new clothes for these events.
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SECONDARY CUSTOMER NAME: May AGE: 32 years old STATUS: Married EDUCATION: Bachelor’s Degree OCCUPATION: Business Owner LOCATION: Bangkok, Thailand May was born, raised and lives in Bangkok, Thailand. She graduated from Thammasat University with a Bachelor of Arts, majoring in Journalism and Mass Communication. She is of the upper middle class and is also a business owner. She has a stable income and material things to enjoy. For example, she is a member of both a golf club and a luxury brand club. She is well-educated, interested in art, fashion, travel, estate and food and she cares about her health. She likes to shop at luxury department stores and boutique shops where she can experience a high level of service. She is willing to pay for good quality products when she feels its worth it. However, she still thinks about paying a reasonable price for quality too, not always assuming that a higher price means better quality. She cares about brand identity over seeking famous brands. She knows the value of a brand, not how popular it is. Although she is rich, she still thinks carefully when she uses money. She is a smart, active, mature and social person. She likes to attend to events and shows. She spends a lot of time hanging out with her friends and taking care of her health and beauty. As she is a social person; she likes to shop for events and hang out with her friends.
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MARKET AND INDUSTRY ANALYSIS
3.5 COMPETITORS RESEARCH AND ANALYSIS
COMPARISON CHART ASAVA MILIN DISAYA DIRECT COMPETITORS
COMPARISON CHART
BRAND/LOGO
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FOUNDATION
2008
2009
DESIGNER/OWNER
Polpat Asavaprapa
Milin Yuvacharuskul Guarboon Chuanboon Puchong Nilratana
TARGET MARKET
Modern women Independence women Urban girls
Asian women Social girls new generated executive and people who have sophisicated style and love party
PRODUCT
Women ready-to-wear (ASAVA and ASV by ASAVA)
Women reay-to-wear, Accessories and Footwear
PRICE POINT
Siam Paragon The Emporium Central Chilom Qurator at EmQuartier
Siam Center Siam Paragon The Emporium Central Chidlom Central Ladprao Qurator at EmQuartier E-store
PRICE POINT
Start from 1,000 THB.
650-18,950 THB.
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DIRECT COMPETITORS
INDIRECT COMPETITOR
2006
2011
2014
Disaya Sorakraikitikul
Family business
Thanaporn Rattanasaksopana
Teenagers until working women, Feminine yet playful girls
Textle designers, Local and international designers, Fabric owner, Fashion students, Creatives, Artists and Apparel, Shoes and bag owner, etc.
Women in creative fields, Urban women
Women ready-to-wear and jewellery collection, Lingerie (Boudoir by Disaya)
Digital printing on fabric/ wood/ leather/ sequin, Screen printing, Shopping bags, T-shirts, Premium gifts, etc.
Women ready-to-wear
Central World, Siam Paragon, The Emporium, Central Embassy, Qurator at EmQuartier, Hong Kong: BOOM, Little Black Dress, Vein,Magental, Taiwan: Back To British, Astrium, E-store
Songwad Road (Textile district)
Zen department sotre Paragon department store Qurator at EmQuartier
2,990-13,500 THB.
At least 1 yard printing order *The price depends on contract between customers’ orders and a company’s choices
1,200-6,000 THB.
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MARKET AND INDUSTRY ANALYSIS
ASAVA STRENGTHS 1. He graduated from a New York college as a Fashion Design major and used to be an intern at Marc Jacobs and worked in Fashion in New York for 7-8 years. After that, he came back to Thailand and launched his own brand in 2008. 2. ASAVA is possessed by famous Thai celebrities. They always wear this brand on events or daily life and post on Instagram. Therefore, these celebrities’ followers fondly know of this brand through this channel. 3. ASAVA has stores at the top 5 shopping malls in Bangkok, Thailand, such as Paragon, The Emporium and Central Chidlom. These shopping malls are the most famous places for local shoppers and travelers. 4. ASAVA offers two lines, ASAVA and ASV by ASAVA, in order to reach more targeted customers. Both lines are apparels, but they are different in terms of the price, style and target customer. ASAVA is elegant and mature while ASV by ASAVA is for a younger style. 5. ASAVA has launched a lot of advertising, has been invited for interviews and has been chosen for editorials in local magazines and big events in Thailand. 6. The qualities of ASAVA’s products are in the craftsmanship position. All of the products are neat and beautifully cut.
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WEAKNESSES 1. The collections in each season are popular for a while. It is hard wear it again to match the next trend or in later years. 2. The brand is most popular among Thai celebrities. They wear ASAVA both during special events and daily. 3. The products use less fabric and sometimes use prints that are overly-fancy, so it isn’t suitable on some occasions such as meetings or formal events. Usually people wear this brand for parties, to hang out with friends and for special events. 4. The designs and silhouettes are similar to other local brands. It seems like they are working and sharing designs together. In addition, we have seen some styles or techniques in previous seasons. 5. Because Thai people like to follow celebrities’ styles, some vendors do create counterfeit products by copying the silhouettes, using cheaper materials and selling at a lower price. 6. ASAVA’s price range is 2,800-36,000 THB ($93-$1,200). The price on this brand is at a high price point when compared to Thai incomes and other local brands that have similar quality and style.
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MARKET AND INDUSTRY ANALYSIS
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MILIN STRENGTHS 1. MILIN was founded in 2009 and has strong relationships with many distribution channels in Thailand. The brand became famous quickly because of the sexy style of the brand. MILIN used to be an intern for Jill Stuart in New York. She brings her education background and her experience in fashion to the MILIN brand. 2. MILIN is possessed by famous Thai celebrities. They always wear this brand on special events or in daily life and post on Instagram. Therefore, celebrities’ followers fondly know this brand through this channel. 3. MILIN has distribution channels and retail stores at famous shopping malls in Bangkok, Thailand such as the Siam Center, Siam Paragon, The Emporium, Central Chidlom and Central Ladprao. These shopping malls are popular places for local shoppers and travelers. Also, MILIN offers online shopping and it can reach foreigner buyers and customers. 4. MILIN provides a variety of products and designs such as ready-towear, accessories, technology accessories and footwear. 5. MILIN’s team has three talented designers: as Milin Yuvacharuskul, Guarboon Chuanboon and Puchong Nilratana. They graduated with degrees in Fashion Design, Textile, Graphic and Visual Art and designs from schools in London, New York and top 5 ranked Universities in Thailand. 6. MILIN has done a lot of advertising, has been invited for interviews and has been chosen for editorials in local magazines such as Vogue Thailand, Wallpapers, L’Officiel, Marie Clair Thailand, Seventeen Thailand, Numero, Hamburger and so on.
7. Another reason that MILIN is popular is color. The colors that MOLIN uses in their collections are stunning and they get along well with all the color palates. 8. MILIN knows her brand and customers very well. She always surprises people when she launches her new collection. Her collections catch the eyes of many shoppers, stylists and editors in Thailand. 9. The quality of MILIN’s products is in the craftsmanship. All of the products are durable, neat and beautifully cut. WEAKNESSES 1. Because Thai people like to follow celebrities’ styles, some vendors create counterfeit products based on silhouettes, using cheaper materials and selling them at a low price. 2. The brand is most popular among Thai celebrities. 3. The products use less fabric and sometimes use fancy prints, so it isn’t suitable for some occasions such as meetings or formal events. Usually, people wear this brand for parties and hanging out with friends. 4. The collections in each season are popular for a while. It is hard to wear them again when adhering to newer trends or in later years. 5. The designs and silhouettes are similar to other local brands. It seems like they are working and sharing designs together. And we have seen some styles or techniques from previous seasons. 6. MILIN’s price range is 1,750-18,950 THB ($58-$632). The price of this brand is at a high price point when compared to Thai incomes and the other local brands that have similar quality and style.
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MARKET AND INDUSTRY ANALYSIS
DISAYA STRENGTHS 1. DISAYA was first presented internationally in Spring/Summer 2007, where the collection immediately caught the attention of both local and international audiences with the sleek silhouettes and quirky prints. Her first collection was an extraordinary achievement as it was picked up by 70 stockists. The next two years saw DISAYA ‘s stockists increase by 50%, and it is now sold in over 20 countries at various prestigious retailers, including: Henri Bendels, Le Bon Marche, Seibu, Harrods and Harvey Nichols, as well as at the flagship store in Gaysorn shopping mall located in Bangkok, designed by world famous Italian architect Paolo Giachi. 2. DISAYA is possessed by famous Thai and international celebrities. They always wear this brand during big events or in their daily life and post about it on Instagram. Therefore, celebrities’ followers fondly know this brand through this channel. 3. DISAYA has distribution channels and retail stores at famous shopping malls in Bangkok, Thailand such as Central World, Siam Paragon, The Emporium and Central Embassy. These shopping malls are the popular places for shoppers, both local consumers and travelers. Moreover, DISAYA has reached international markets such as Hong Kong (BOOM, Little Black Dress, Vein and Magenta) and Taiwan (Back To British and Astrium). Also, DISAYA offers online shopping through their e-store, which can reach foreigner buyers and customers. 4. DISAYA offers two lines, DISAYA and Boudoir by DISAYA, in order to reach more target customers. DISAYA is an apparel brand, but Boudoir by DISAYA is a lingerie and small accessory brand. 5. DISAYA won an award at Central St. Martins (CSM).
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6. DISAYA is worn by celebrities including Jennifer Lopez, Kelly Osbourne, Amy Winehouse, Agyness Deyn, and most recently Camilla Belle. DISAYA is ready to take center stage. 7. DISAYA has done a lot of advertising, has been invited for interviews and has been chosen for editorials in local magazines. 8. The quality of DISAYA’s products come from the craftsmanship. All of the products are durable, neat and clean cut. 9. Amy Winehouse wore DISAYA’s dress on her Back To Black album cover in 2006. After she passed away, her dress was sold for $67,500, which is four times the expectation and the money was given to the Amy Winehouse foundation. WEAKNESSES 1. Because Thai people like to follow celebrities’ styles, some vendors create counterfeit products based on silhouettes, using cheaper materials and selling them at a low price. 2. The collections in each season are popular for a while. It is hard to wear them again when adhering to newer trends or in later years. 3. The designs and silhouettes are similar to other local brands. It seems like they are working and sharing designs together. And we have seen some styles or techniques from previous seasons. 4. The products use less fabric and sometimes use fancy prints, so it isn’t suitable for some occasions such as meetings or formal events. Usually, people wear this brand for parties and hanging out with friends. 5. DISAYA’s price range is 2,990-16,900 THB ($99-$563). The price of this brand is at a high price point when compared to Thai incomes and the other local brands that have similar quality and style.
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MARKET AND INDUSTRY ANALYSIS
3.6 SWOT ANALYSIS
STRENGTHS TIMELESS PRINTED DESIGN LADY A’s printed designs are timeless and unique. We would like our customers to show their inner sense of fashion through our prints. Our prints/products can be worn over and over on many occasions and never be out of date. LADY A will bring new, unique prints that are worth it for the customers’ wardrobes. We promise that every printed design is not like the other apparel brands on the market and that our print can be found only at LADY A.
OFFERING LIMITED LINE LADY A offers a limited line with limited quantities in order to make our customers feel they are wearing premium products. LADY A’s limited collections are designed to serve as adaptable, which means our customers can play with our products.
FREQUENTLY WORN (MORE CLASSIC) LADY A’s products are wearable over the long term and are easy to mix and match for everyday looks. They can be worn in between formal and casual wear.
PRODUCT SELECTION LADY A offers a basic collection and a limited collection in order to reach more of our target customers and provide more choices for the customers.
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STORE LOCATIONS LADY A will have stores at the top 3 department stores in Bangkok, Thailand, such as Siam Paragon, Zen and EmQuartier. These department stores are the most famous places for local shoppers and travelers.
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CRAFTSMANSHIP The quality of LADY A’s products stem from the craftsmanship behind them. All of the products are durable, neat and clean cut. We guarantee that our goods will not be ripped easily.
EASY-CARE AND COMFORTABLE FABRICS LADY A uses easy-care and comfortable touch fabrics. We assure that the print will not be faded from the fabrics, the fabrics will not be changed after they are worn and washed, and that the garment will be easy to take care of with simple techniques, will dry fast, and be easy to iron. In addition, because of the tropical weather in Thailand, LADY A provides comfortable garments by using breathable, soft touch and unshrinkable fabrics.
WEAKNESSES
LACK OF BUSINESS EXPERIENCE Because LADY A is new in the fashion industry, lack of brand knowledge, experience and relationships with manufacturers and customers will be an obstacle. This will be hard for us and it will take some time to learn how to figure out products and sales.
LACK OF STORES OR DISTRIBUTION CHANNELS Although LADY A is located in the top department stores, we still suffer from a lack of stores and distribution channels when compared to our competitors.
WEAK FINANCIALLY; START UP AND CASH FLOW UNEVEN LADY A does not have any sponsors or partners for investing in the business. We need a loan from bank to start up. And because we are a new business, it might be hard to reach the sales goals or earn a high profit. This will cause uneven cash flow.
HIGH COST OF MATERIALS LADY A focuses on printed designs. Some of the prints might take more than one technique on printing and finishing. Also, different prints use different techniques. In addition, most factories have a minimum quantity required. As a result, there is a high cost associated with producing products.
BEING AN UNKNOWN BRAND LADY A is a new brand in the fashion industry. In order to avoid failure, at the beginning, we would like to produce a small quantity of products because we want to take care of our products’ designs and quality to build a strong brand. In addition, our brand name is unfamiliar, so it will take time to build the brand and it will be hard to compete with existing brands in the beginning.
LOW PRODUCTION CAPACITY LADY A is a new brand. At the beginning, we will not have that many employees and we need money to invest in the business to expand production capacity.
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MARKET AND INDUSTRY ANALYSIS
OPPORTUNITIES SUPPORTS FROM BANGKOK FASHION SOCIETY (BFS) Bangkok Fashion Society (BFS) is a non-profit organization to support Thai designers and boutique brand owners. They share the same vision and belief in order to improve the standard of design and quality of Thai fashion products to meet the world’s standards. This organization has created events in order to support Thai designers and brands, such as “Stop Fake–Buy Original Now!”, “You Are What You Wear,” “Central Chidlom Presents Thai Designer Fashion Party,” and “40 Years of Thai Fashion Through the Eye of Photographers.” This is a great opportunity for LADY A to become well-known and strong in Thai fashion society. LADY A plans to be part of the BFS Society in the next couple of years.
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EXPANSION IN NEW PRODUCT LINE According to Thailand GPD, most of Thai citizens’ incomes are in the middle class, which is a little bit lower than our target customer. However, it is possible to expand the new product line, which is within the lower price point, in order to stop/protect counterfeit LADY A products. LADY A would like to expand the second line in the fifth year because we want the first line to be strong enough and trustable in order to be successful.
THAILAND BEING AN ASEAN FASHION HUB Thailand has been attempting to become an ASEAN fashion hub. In addition, the Thai fashion industry is approximately 2 percent of the country’s total GDP. There are more than 4,000 companies and more than one million people employed. For this opportunity, it is a great time for LADY A to launch the brand with a big industry capacity.
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OPPORTUNITIES TO EXPAND IN INTERNATIONAL MARKETS Thailand welcomed a total of 26,735,583 visitors in 2013. LADY A thinks that this is a great opportunity to be known in international markets through the visitors. LADY A sees this opportunity to promote and expand to our product to the international markets in future years.
THREATS
THE CURRENT INSTABILITY IN THAILAND According to the unstable political situations in Thailand, it could cause Thai’s economic downtown, decreasing spending money or shopping activity. In addition, it could affect tourism travelling in Thailand, which means decreased opportunity to be known in international markets.
MATERIALS COST INCREASING Because the living cost is increasing every year, it will affect the fluctuation of raw materials that makes sourcing prices and material prices higher than the previously year.
COUNTERFEIT Some vendors only want to make money. They either lack the creativity skills or cheat the production time/team so that they create counterfeit products that offer the same designs by using cheaper materials and selling at a lower price point.
LABOR WAGES INCREASING The Thai government supports the labor class by increasing labor costs every year. In addition, the government also supports Thai education. Therefore, the labor class is decreasing because Thais are educated and have more skills. They can apply jobs in higher positions, or they can increase the labor cost, so the labor class is wanted.
INCREASING RENTAL RATE The real estate and rental rates are increasing every year. This will affect the brand’s financial standing and profit.
MEET NEW COMPETITORS It is possible to meet new competitors, whether direct or indirect. Also, new competitors or existing brands from other industries may dominate.
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MARKET AND INDUSTRY ANALYSIS
3.7 COMPETITIVE ADVANTAGES »»SHOWROOM LOCATION
4: Showroom and sewing factory 7: Distribution channels and key competitors’ boutiques 13: Fabric printing factory 45: Key competitors’ showroom
LADY A’s showroom is in the same district as its sewing factory, which is number 4 on the above map. For the fabric printing factory, the location is in district 13 which is a district that produces popular fabrics and has many trim stores. It is close the showroom district. Also, district 7 is the location where LADY A has distribution channels. My key competitors’ showrooms (ASAVA, MILIN and DISAYA) are located on district 45. Their distribution channels and boutiques are in district 7 too. Therefore, when comparing the showroom locations and distribution channels or boutiques, it is shown that LADY A has an advantage in the showroom location which is nearer to the distribution channels than key competitors. In conclusion, because LADY A’s showroom is in the same district as the sewing factory and next to the printing factory and popular fabrics and trims district, it is easy for LADY A to talk to the factory and see the whole production, as well as to source the fabrics and trim. In addition, LADY A can save lead-time and cost for delivery to stores.
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»»RELATIONSHIP WITH MY AUNT WHO IS A TAILOR-MADE CLOTHING BUSINESS OWNER.
My aunt has a small team of pattern makers and sewers in her tailoring business and she is a tailoring designer. Because LADY A is craftsmanship apparel, I have talked to her about producing my apparel business with her and her team, and she wants to be a production room for my brand. At this point, I can negotiate labor cost with her which I will allow for a better price as far as the labor cost than when I work with other tailoring factories that I am not acquainted with. Also, her team has experience of over 30 years, which means I am working with a professional team. In addition, she has a relationship with fabric and trim factories. Therefore, she can help me source fabric or material at a good price.
»»MANUFACTURER ADVANTAGE CONDITIONS
Since I have a relationship with a manufacturer, which is my aunt’s factory, I have advantages in productions and quantities as listed below. 1. My order is her first priority. 2. No minimum order. 3. Faster lead-time than the other factories. From these three conditions above, if I were to produce through other factories, I have to build a relationship with them over many years. As a result, I do not need to build a relationship that takes a long time to create this advantageous condition.
»»PROFESSIONAL MERCHANDISER (AUNT) WHO USED TO WORK IN MANUFACTURING FOR GLOBAL BRANDS SUCH AS HUGO BOSS, ADIDAS, DKNY AND PUMA.
I have another aunt who used to work for a manufacturer with global brands such as Hugo Boss, Adidas, DKNY and Puma. She worked as a merchandiser and worked with these brand merchandisers for 20 years. For this reason, she knows how global brands work in the industry. She will be a merchandiser for my brand. With her merchandise skill, she could help LADY A to work like a global brand or reach an international market in the future.
»»INTERNSHIP WITH AMERICAN COMPANY/WHOLESALER AND MANUFACTURER
I was an intern in Zar Apparel Group. Zar Apparel Group is an American manufacturer and wholesaler of women’s fashion apparel, located in Manhattan, New York City. They have 4 labels and they also work with JC Penny, Dress Barn, Von Maur, Belk, Seaks and Macy’s. During the internship program in this company, I learned a lot about working in production rooms with designers, textile designers, merchandisers, pattern markers, buyers and so on. They have taught me the process of their works in different positions. I know how American companies work, and I can adapt this to Thai working culture. As I was an intern, I have a connection with designers and merchandisers from this company. It will be a good benefit for my brand in the future. For example, collaborating or licensing with their brands.
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MARKET AND INDUSTRY ANALYSIS
01 02 03 04 05 06 07 08 09
MERCHANDISING PLAN
4.1 INSPIRATION AND TREND BOARD
The core concept of my print is geometry. The reason is the geometry has been in a long history since early Egyptian. At this point, I interpret that the geometry is timeless. Therefore, I would like to bring it to live on textile in order to create a timeless print that people can wear in many generations. The most important thing in my life is ‘love’ or ‘be loved’. It is not only love between human beings, but also love what you are doing. I love to design my textile so that I put my love on it. The first collection inspired from a nesting bird. It is the love in a shelter. In order to combine it with the geometric concept, I did research and found out that the Olympic stadium in China was a perfect inspiration for me. The silhouette is inspired from Twiggy’s style in mid-1960s. It was about young and energetic for urban people, which is connected to my target group. My brand is offering a basic line and limited line. Why would I add the limited line? It is because nowadays people are getting busy. They have to work, meet clients, party with their friends, date with their lovers or face with a traffic jam. I see that functional pieces would be perfect items in this century.
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53
MERCHANDISING PLAN
4.2 PRODUCT LINES
SPRING/SUMMER 2016
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FALL/WINTER 2016
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MERCHANDISING PLAN
1414CM. CM.
4.3 ARTWORK SHEETS
14CM.
14 CM.
COLORWAY PRINT NUMBER: 01 SIZE: 14CM.x14CM.
TYPE: CONTINUOUS REPEAT COLORWAY
PRINT NUMBER: 01 SIZE: 14 CM.X14CM. TYPE: CONTINUOUS REPEAT
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1414CM. CM.
14CM.
14 CM.
COLORWAY PRINT NUMBER: 02 SIZE: 14CM.x14CM.
TYPE: CONTINUOUS REPEAT COLORWAY
PRINT NUMBER: 02 SIZE: 14 CM.X14CM. TYPE: CONTINUOUS REPEAT
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MERCHANDISING PLAN
1414CM. CM.
14CM.
14 CM.
COLORWAY PRINT NUMBER: 03 SIZE: 14CM.x14CM. TYPE: CONTINUOUS REPEAT
COLORWAY
PRINT NUMBER: 03 SIZE: 14 CM.X14CM. TYPE: CONTINUOUS REPEAT
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1414CM. CM.
14CM.
14 CM.
COLORWAY PRINT NUMBER: 04 SIZE: 14CM.x14CM.
TYPE: CONTINUOUS REPEAT COLORWAY
PRINT NUMBER: 04 SIZE: 14 CM.X14CM. TYPE: CONTINUOUS REPEAT
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MERCHANDISING PLAN
14CM. 14 CM.
11CM.
11 CM.
COLORWAY PRINT NUMBER: 05
SIZE: 11CM.x14CM. COLORWAY TYPE: CONTINUOUS REPEAT
PRINT NUMBER: 05 SIZE: 14 CM.X11CM. TYPE: CONTINUOUS REPEAT
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1414CM. CM.
11CM.
11 CM.
COLORWAY PRINT NUMBER: 06 SIZE: 11CM.x14CM. TYPE: CONTINUOUS REPEAT
COLORWAY
PRINT NUMBER: 06 SIZE: 14 CM.X11CM. TYPE: CONTINUOUS REPEAT
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MERCHANDISING PLAN
1414CM. CM.
9CM.
9 CM.
COLORWAY PRINT NUMBER: 07 SIZE: 9CM.x14CM. TYPE: CONTINUOUS REPEAT
COLORWAY
PRINT NUMBER: 07 SIZE: 14 CM.X9CM. TYPE: CONTINUOUS REPEAT
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1414CM. CM.
9CM.
9 CM.
COLORWAY PRINT NUMBER: 08 SIZE: 9CM.x14CM. TYPE: CONTINUOUS REPEAT
COLORWAY
PRINT NUMBER: 08 SIZE: 14 CM.X9CM. TYPE: CONTINUOUS REPEAT
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MERCHANDISING PLAN
4.4 LINE SHEETS LINE SHEET Thanaporn(AOM) Rattanasaksopana Contact: +66841555657 Email: ladyastudio@ladya.com
DESCRIPTION: CROPPED TOP WITH METAL ZIPPER SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16010111
DESCRIPTION: CROPPED TOP SLEEVELESS BOAT NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16020111
DESCRIPTION: TANK TOP SWEETHEART NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16090111
DESCRIPTION: TANK TOP SPAGHETTI STRAP SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16100111/S16100112
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64
DESCRIPTION: TANK TOP SWEETHEART NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16090111
DESCRIPTION: TANK TOP SPAGHETTI STRAP SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16100111/S16100112
DESCRIPTION: BLOUSE SLEEVELESS BOAT NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16080112
DESCRIPTION: BLOUSE SLEEVELESS V-NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L LINE SHEET FABRICATION: 100% POLYESTER Thanaporn(AOM) Rattanasaksopana SKU: S16070112
DESCRIPTION: CROPPED TOP KEYHOLE NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16050112
DESCRIPTION: CROPPED TOP SHORT SLEEVE OPEN FRONT SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16040112
Contact: +66841555657 Email: ladyastudio@ladya.com
65
MERCHANDISING PLAN
Email: ladyastudio@ladya.com
DESCRIPTION: CROPPED TOP KEYHOLE NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16050112
DESCRIPTION: CROPPED TOP SHORT SLEEVE OPEN FRONT SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16040112
DESCRIPTION: CROPPED TOP SHORT SLEEVE CREW NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16030111/S16030112
DESCRIPTION: BLOUSE SHORT SLEEVE KEYHOLE NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16060111/S16006112
DESCRIPTION: VEST OVERSIZE SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16230411/S15230412
DESCRIPTION: VEST SIDED POCKET SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16240411/S16240412
CHAPTER 4
66
LINE SHEET Thanaporn(AOM) Rattanasaksopana Contact: +66841555657 Email: ladyastudio@ladya.com
DESCRIPTION: BLAZER WITH SMALL BUTTONS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16220411
DESCRIPTION: A-LINE SKIRT SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16120211/S16120212
DESCRIPTION: PLEATED SKIRT KNEE LENGTH SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16110211
DESCRIPTION: SHORT PANTS OVERLAB HIGH WAIST SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16140211/S16140212
67
MERCHANDISING PLAN
DESCRIPTION: PLEATED SKIRT KNEE LENGTH SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16110211
DESCRIPTION: SHORT PANTS OVERLAB HIGH WAIST SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16140211/S16140212
DESCRIPTION: SHORT PANTS HIGH WAIST SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16130211
DESCRIPTION: CULOTTES KNEE LENGTH SEASON: SPRING/SUMMER 2016 SIZE: XS-L LINE SHEET FABRICATION: 100% POLYESTER Thanaporn(AOM) Rattanasaksopana SKU: S16150211
DESCRIPTION: SHIFT SLEEVELESS BOAT NECK DRESS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16180311/S16180312
DESCRIPTION: A-LINE SLEEVELESS V-NECK DRESS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16160312
CHAPTER 4
Contact: +66841555657 Email: ladyastudio@ladya.com
68
Email: ladyastudio@ladya.com
DESCRIPTION: SHIFT SLEEVELESS BOAT NECK DRESS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16180311/S16180312
DESCRIPTION: A-LINE SLEEVELESS V-NECK DRESS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16160312
DESCRIPTION: SHIFT SLEEVELESS STAND COLLAR SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16200311
DESCRIPTION: SHIFT SLEEVELESS DRESS WITH POCKETS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16190311
DESCRIPTION: MAXI SLEEVELESS SHORT BODICE IN FRONT, LONG BODICE AT BACK CREW NECK SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16210311/S16210312
DESCRIPTION: A-LINE SLEEVELESS BOAT NECK DRESS SEASON: SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: S16170311/S16170312
69
MERCHANDISING PLAN
LINE SHEET Thanaporn(AOM) Rattanasaksopana Contact: +66841555657 Email: ladyastudio@ladya.com
DESCRIPTION: CROPPED TOP SLEEVELESS CREW NECK DETAIL: SIDED OPEN TO WIDER SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16010112
CHAPTER 4
DESCRIPTION: LAYERED SHORT PANTS DETAIL: TAKE OFF LAYER PARTS SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16040212
70
DESCRIPTION: CROPPED TOP SLEEVELESS CREW NECK DETAIL: SIDED OPEN TO WIDER SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16010112
DESCRIPTION: LAYERED SHORT PANTS DETAIL: TAKE OFF LAYER PARTS SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16040212
DESCRIPTION: BLOUSE KIMONO SLEEVE BOAT NECK DEATAIL: SLEEVE FLAP TO PRINT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16020112
DESCRIPTION: SHORT PANTS HIGH WAIST DETAIL: LEGS FLAP TO PRINT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU:L16060212
71
MERCHANDISING PLAN
LINE SHEET Thanaporn(AOM) Rattanasaksopana Contact: +66841555657 Email: ladyastudio@ladya.com
DESCRIPTION: TUBE TOP WITH DIAGONAL ZIPPER DETAIL: BODICE FLAP TO PRINT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16030112
CHAPTER 4
DESCRIPTION: PENCIL SKIRT WITH ZIPPER DETAIL: TAKE OFF TO MINI SKIRT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16050212
72
DESCRIPTION: TUBE TOP WITH DIAGONAL ZIPPER DETAIL: BODICE FLAP TO PRINT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16030112
DESCRIPTION: PENCIL SKIRT WITH ZIPPER DETAIL: TAKE OFF TO MINI SKIRT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16050212
DESCRIPTION: BOLERO WITH INSIDE ZIPPER DETAIL: TAKE OFF TO SHORT BODICE SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16060412
73
MERCHANDISING PLAN
LINE SHEET Thanaporn(AOM) Rattanasaksopana Contact: +66841555657 Email: ladyastudio@ladya.com
DESCRIPTION: SHIFT SLEEVELESS CREW NECK DRESS DETAIL: ZIP DOWN TO PLUNGING PRINT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16070312
CHAPTER 4
74
DESCRIPTION: SHIFT SLEEVELESS CREW NECK DRESS DETAIL: ZIP DOWN TO PLUNGING PRINT SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16070312
DESCRIPTION: MAXI SLEEVELESS WITH ZIPPERS DETAIL: ZIP UP TO BE TOP SEASON: LIMITED FOR SPRING/SUMMER 2016 SIZE: XS-L FABRICATION: 100% POLYESTER SKU: L16080311/L16080312
75
MERCHANDISING PLAN
4.5 SPECIFICATION SHEETS & DETAIL SHEETS COMPANY NAME NAME SEASON
LADY A CROP TOP SLEEVELESS CREW NECK LIMITED SPRING/SUMMER 2016
SKU TRIM SIZE
L16010112 INVISIBLE ZIPPER SMALL
DATE
10/5/15
FABRICATION
POLYESTER 100%
SELF FABRIC 1. NECK DROP 2. NECK - WIDTH 3. NECK CIRCUMFERENCE 4. SHOULDER - LENGTH 5. ACROSS SHOULDER FRONT 6. ACROSS SHOULDER BACK 7. HPS TO UNDERARM
2” 7.5” 11’ 3.25” 12.75” 13” 7”
SELF FABRIC 10. ZIPPER PLACEMENT 11. ACROSS CHEST FRONT 12. ACROSS CHEST BACK 13. ACROSS WAIST FRONT 14. ACROSS WAIST BACK 15. BOTTOM EDGE FRONT 16. BOTTOM EDGE BACK
9” 13.5” 12.5” 16” 14.5” 16.75” 14.75”
8. LENGTH FRONT* A. HPS FRONT B. CF C. SIDE
16” 12.5” 7.25”
PRINT FABRIC: EXTENSION 17. SIDE LENGTH 18. CENTER LENGTH 19. WIDTH
6.25” 5.25” 6”
9. LENGTH BACK* A. HPS BACK
15.5”
B. CB
20. BOTTOM EDGE 21A/B. ZIPPER PLACEMENT
5.25” 7”
14.75”
REMARKS/OTHER SPECS/STITCHING: BODICE USES SOLID FABRIC. EXTENSION PART USES PRINT FABRIC. INVISIBLE ZIPPER PLACES AT THE BACK BODICE. *CIRCLE METHOD FOR MEASURING ABBREVIATIONS: HIGH POINT OF SHOULDER(HPS) ABBREVIATIONS: HIGH POINT OF SHOULDER(HPS), CENTER FRONT(CF), CENTER BACK(CB), SIDE SEAM(SS)
CHAPTER 4
76
2
CF
4
1
HPS
5
3 7 8A 11 UNDERARM
8B
21A
21B 13
8C
15 CB
HPS 6
9A 12 UNDERARM
9B
17
18
14
19 20 16
77
MERCHANDISING PLAN
COMPANY NAME NAME SEASON
LADY A LAYER SHORT PANTS LIMITED SPRING/SUMMER 2016
SKU TRIM SIZE
L16040212 INVISIBLE ZIPPER SMALL
DATE
10/5/15
FABRICATION
POLYESTER 100%
SELF FABRIC 1. WAISTLINE SEAM PLACEMENT 2. WAISTLINE SEAM CIRCUMFERENCE 3. WAISTBAND - HEIGHT 4. WAISTBAND - WIDTH BACK LEFT
2.5” 12” 1.5” 6.5”
SELF FABRIC 14. THIGH CIRCUMFERENCE BACK 15. SWEEP FRONT 16. SWEEP BACK 17. ZIPPER PLACEMENT
5. WAISTBAND - WIDTH BACK RIGHT
6.5”
PRINT FABRIC: LAYER
6. HIGH HIP A. FRONT B. BACK
15.5” 15.5”
18. LAYER OUTSEAM 19. LAYER WIDTH 1 20. LAYER WIDTH 2
16.5” 7.5” 9.5”
7. LOW HIP A. FRONT B. BACK 8. RISE FRONT 9. RISE BACK 10. INSEAM FRONT 11. INSEAM BACK 12. OUTSEAM
18.5” 18.5” 11.5” 15” 4” 4” 15.5”
21. LAYER WIDTH 3 22. LAYER WIDTH 4 23. LAYER EDGE 24. LAYER HIGH FROM SELF PANTS EDGE 25A-F. BUTTONS GAP 26A-D. BUTTONS GAP 27A-F. BUTTONHOLES GAP 28A/B. BUTTONHOLES GAP
11.5” 13.5” 15.5” 2” 4” 3” 4” 3”
13. THIGH CIRCUMFERENCE FRONT
11”
REMARKS/OTHER SPECS/STITCHING: PANTS USES SOLID FABRIC. LAYER USES PRINTED FABRIC. INVISIBLE ZIPPER PLACES AT BACK. METAL HOOK PLACES ON PANTS WAISTBAND AT BACK. *CIRCLE METHOD FOR MEASURING ABBREVIATIONS: HIGH POINT OF SHOULDER(HPS) ABBREVIATIONS: HIGH POINT OF SHOULDER(HPS), CENTER FRONT(CF), CENTER BACK(CB), SIDE SEAM(SS)
CHAPTER 4
78
14.5” 11.5” 14.5” 9”
CF 2 NATURAL WAIST 26A 1
26B
26C
26D 25D
25A 6A CF 25B
8
25E
7A
25C
25F 10
12 13
15
CB
CB 3
4
5 17 6B
9 7B
14
11
16
CF
CF
19
28A
28B
27A
20 27B 18 21 27C
22 24
23
79
MERCHANDISING PLAN
COMPANY NAME NAME SEASON
LADY A SHIFT SLEEVELESS DRESS SPRING/SUMMER 2016
SKU TRIM SIZE
S16160312 INVISIBLE ZIPPER SMALL
DATE
10/5/15
FABRICATION
POLYESTER 100%
SELF FABRIC
SELF FABRIC
1. NECK DROP 2. NECK - WIDTH 3. NECKLINE
4.5” 7” 14”
13. ACROSS WAIST A. FRONT B. BACK
4. SHOULDER - LENGTH
3.5”
14. HIGH HIP
5. ACROSS SHOULDER A. FRONT
14”
A. FRONT B. BACK
13” 11”
B. BACK 6. ACROSS CHEST 7. ACROSS BACK
13.75” 14” 13.5”
15. LOW HIP A. FRONT B. BACK
13” 11”
8. HPS TO UNDERARM
7”
16. BOTTOM EDGE
9. LENGTH FRONT A. HPS FRONT
33.25”
B. CF C. SIDE 10. LENGTH BACK A. HPS BACK B. CB
27” 25”
13” 11”
A. FRONT B. BACK
12” 10.25”
PRINT FABRIC 17. LENGTH SIDE
27.5”
33” 32”
18. UNDERARM 19. WAIST LENGTH 20. CENTER LENGTH
2.5” 9” 24.75”
11. WAIST - LENGTH FRONT A. HPS FRONT B. CF
16” 12”
21. WAIST 22. HIGH HIP 23. LOW HIP
6.75” 7.5” 8”
12. WAIST - LENGTH BACK A. HPS BACK
16”
24. BOTTOM EDGE 25. ZIPPER PLACEMENT
10.25” 13”
B. CB 15” REMARKS/OTHER SPECS/STITCHING: BODICE USES SOLID FABRIC. SIDE BODICE USES PRINTED FABRIC. INVISIBLE ZIPPER PLACES ON THE RIGHT BODICE. *CIRCLE METHOD FOR MEASURING ABBREVIATIONS: HIGH POINT OF SHOULDER(HPS) ABBREVIATIONS: HIGH POINT OF SHOULDER(HPS), CENTER FRONT(CF), CENTER BACK(CB), SIDE SEAM(SS)
CHAPTER 4
80
CF 2
4
HPS 5A
1 8 3 6
UNDERARM 9A
11A 11B 9B
25
WAIST
13A 14A
15A 9C
16A CB
C HPS
5B
18 7
UNDERARM
12A
10A 12B 19 10B
17
13B 21
WAIST
14B 22 15B 23 20
24
16B
81
MERCHANDISING PLAN
DETAIL SHEET Thanaporn(AOM) Rattanasaksopana Contact: +1 217 418 8789 Email: t.rattanasaksopana@gmail.com TOP DETAIL SHEET NAME: CROP TOP SLEEVELESS CREW NECK
DATE: 10/05/15
SEASON: LIMITED SPRING/SUMMER 2016
SKU: L1601011201
DESCRIPTION: CROP TOP SLEEVELESS CREW NECK ( SIDED OPEN TO WIDER). SELF FABRIC: POLYESTER 100% (SOLID)
COMBO: POLYESTER 100% (PRINT)
FULL LINING: POLYESTER 100%
COLOR: PASTEL BLUE
COLOR: PASTEL BLUE
COLOR: PASTEL BLUE
TRIM: INVISIBLE ZIPPER/ TEAR DROP PULL/ L: 9”/ NYLON (PASTEL BLUE)
*YKK
COMBO: INVISIBLE ZIPPER/ TEAR DROP PULL/ L: 8”/ NYLON (PASTEL BLUE)
*YKK
THEARD: COTTON (PASTEL BLUE)
INVISIBLE ZIPPER IN THE MIDDLE INSIDE BODICE: SELF FABRIC (SOLID PASTEL BLUE) PANEL: COMBO (PRINT PASTEL BLUE)
FRONT
INVISIBLE ZIPPER COMBO INSIDE SIDE BODICE
REFERENCE
CHAPTER 4
82
BACK
DETAIL SHEET Thanaporn(AOM) Rattanasaksopana Contact: +1 217 418 8789 Email: t.rattanasaksopana@gmail.com PANTS DETAIL SHEET NAME: LAYER SHORT PANTS
DATE: 10/05/15
SEASON: LIMITED SPRING/SUMMER 2016
SKU: L1604021201
DESCRIPTION: LAYER SHORT PANTS (TAKE OFF LAYER PART) SELF FABRIC: POLYESTER 100% (SOLID)
COMBO: POLYESTER 100% (PRINT)
FULL LINING: POLYESTER 100%
COLOR: PASTEL BLUE
COLOR: PASTEL BLUE
COLOR: PASTEL BLUE
TRIM: INVISIBLE ZIPPER/ TEAR DROP PULL/ L: 9”/ NYLON (PASTEL BLUE)
*YKK
TRIM: COVERED BUTTONS SIZE: 0.5” (PASTEL BLUE)
COMBO: BUTTONHOLES L: 0.7” (WHITE THREAD)
THREAD: COTTON (PASTEL BLUE) COVERED BUTTONS
INVISIBLE ZIPPER IN THE MIDDLE INSIDE
BODICE: SELF FABRIC (SOLID PASTEL BLUE)
LAYER: COMBO (PRINT PASTEL BLUE)
BACK
BUTTONHOLES ON THE RIGHT EDGE OF THE LAYER
FRONT
LAYER REFERENCE
83
MERCHANDISING PLAN
DETAIL SHEET Thanaporn(AOM) Rattanasaksopana Contact: +1 217 418 8789 Email: t.rattanasaksopana@gmail.com DRESS DETAIL SHEET NAME: SHIFT SLEEVELESS DRESS
DATE: 10/05/15
SEASON: SPRING/SUMMER 2016
SKU: S1616031202
DESCRIPTION: SHIFT SLEEVELESS V NECK DRESS, SOLID BODICE AND PRINTED SIDE BODICE WITH INVISIBLE ZIPPER. SELF FABRIC: POLYESTER 100% (SOLID)
COMBO: POLYESTER 100% (PRINT)
FULL LINING: POLYESTER 100%
COLOR: MINT
COLOR: MINT
COLOR: WHITE
TRIM: INVISIBLE ZIPPER/ TEAR DROP PULL/ L: 14”/ NYLON (WHITE)
*YKK
THEARD: COTTON (WHITE)
INVISIBLE ZIPPER ON THE RIGHT SIDE
BODICE: SELF FABRIC (SOLID MINT)
SIDE BODICE: COMBO (PRINT MINT)
FRONT
BACK
REFERENCE
CHAPTER 4
84
4.6 COST SHEETS
COMPANY NAME NAME SEASON
LADY A CROP TOP SLEEVELESS CREW NECK LIMITED SPRING/SUMMER 2016
SKU TRIM SIZE RANGE
L16010112 INVISIBLE ZIPPER XS-L
DATE
10/5/15
FABRICATION
POLYESTER 100%
MATERIALS
QTY
SELF FABRIC
COST/YD 1
$3.00
TOTAL COST $3.00
PRINT FABRIC
0.5
$9.00
$4.50
LINING
0.5
$0.75
$0.38
TOTAL MATERIALS COST NOTIONS & TRIMMINGS
QTY
ZIPPER
COST/YD 1
$1.00
$1.00
TOTAL NOTIONS & TRIMMINGS COST LABOR
HRS
OVERALL LABOR
COST/HR 5
$2.00
QTY
$10.00 $10.00
COST/EACH TOTAL COST
POLYBAG
1
$0.10
$0.10
HANG TAG
1
$0.20
$0.20
MAIN LABEL
1
$0.30
$0.30
CONTENT AND CARE
1
$0.15
$0.15
1
$0.12
$0.12
PRICE TAG
$1.00
TOTAL COST
TOTAL LABOR COST PACKAGING & MISC.
$7.88
TOTAL COST
TOTAL PACKAGING & MISC. COST
$0.87
COST OF GOODS
$19.75
MARK UP
$19.75
WHOLESALE COST
$39.50
SUGGESTED RETAIL
$79.00
85
MERCHANDISING PLAN
COMPANY NAME NAME SEASON
LADY A LAYER SHORT PANTS LIMITED SPRING/SUMMER 2016
SKU TRIM SIZE RANGE
L16040212 INVISIBLE ZIPPER XS-L
DATE
10/5/15
FABRICATION
POLYESTER 100%
MATERIALS
QTY
SELF FABRIC
COST/YD
TOTAL COST
1
$3.00
PRINT FABRIC
0.5
$9.00
$3.00 $4.50
LINING
0.5
$0.75
$0.38
TOTAL MATERIALS COST NOTIONS & TRIMMINGS
QTY
ZIPPER
COST/YD 1
$1.00
$1.00
TOTAL NOTIONS & TRIMMINGS COST LABOR
HRS
OVERALL LABOR
COST/HR 5
$2.00
QTY
$10.00 $10.00
COST/EACH TOTAL COST
POLYBAG
1
$0.10
$0.10
HANG TAG
1
$0.20
$0.20
MAIN LABEL
1
$0.30
$0.30
CONTENT AND CARE
1
$0.15
$0.15
PRICE TAG
1
$0.12
$0.12
CHAPTER 4
$1.00
TOTAL COST
TOTAL LABOR COST PACKAGING & MISC.
$7.88
TOTAL COST
TOTAL PACKAGING & MISC. COST
$0.87
COST OF GOODS
$19.75
MARK UP
$19.75
WHOLESALE COST
$39.50
SUGGESTED RETAIL
$79.00
86
COMPANY NAME NAME SEASON
LADY A SHIFT SLEEVELESS DRESS SPRING/SUMMER 2016
SKU TRIM SIZE RANGE
S16160312 INVISIBLE ZIPPER XS-L
DATE
10/5/15
FABRICATION
POLYESTER 100%
MATERIALS
QTY
SELF FABRIC PRINT FABRIC LINING
COST/YD
TOTAL COST
1
$3.00
$3.00
0.25
$9.00
$2.25
0.5
$0.75
$0.38
TOTAL MATERIALS COST NOTIONS & TRIMMINGS
QTY
ZIPPER
COST/YD 1
$1.00
$1.00
TOTAL NOTIONS & TRIMMINGS COST LABOR
HRS
OVERALL LABOR
COST/HR 5
$2.00
QTY
$1.00
TOTAL COST $10.00
TOTAL LABOR COST PACKAGING & MISC.
$5.63
TOTAL COST
$10.00
COST/EACH TOTAL COST
POLYBAG
1
$0.10
HANG TAG
1
$0.20
$0.10 $0.20
MAIN LABEL
1
$0.30
$0.30
CONTENT AND CARE
1
$0.15
$0.15
PRICE TAG
1
$0.12
$0.12
TOTAL PACKAGING & MISC. COST
$0.87
COST OF GOODS
$17.50
MARK UP
$17.50
WHOLESALE COST
$35.00
SUGGESTED RETAIL
$70.00
87
MERCHANDISING PLAN
4.7 MANUFACTURERS AND SUPPLIERS
COMPANY
TYPE OF BUSINESS/ BUSINESS HOURS
LOCATION
PREMIUM POPS CO., LTD
PRINTING MON-SAT: 09.30 AM - 06.00 PM
455 Songwad Road, Jakrawad, Sampanthawong, Bangkok 10100 Thailand
TNC TRADING CO., LTD
PRINTING MON-SAT: 09.00 AM - 06.00 PM
54/4-5 Soi Rubia Sukhumvit 42, Klong Toey, Bangkok 10110 Thailand
SUCCESS ENTERPRISE (2000) CO., LTD
PRINTING MON-SAT: 08.30 AM - 05.00 PM
22/412 Moo 6 Soi Rama II Rama II Road, Samcadum Bangkhuntien Bangkok 10150 Thailand
HIENG YOO HUAT CO., LTD
FABRIC MON-SUN: 09.00 AM - 08.00 PM
354 Sukhumvit-Ratchadapisek Road, Klongtoey Bangkok 10110 Thailand
TANG YONG LEE CO., LTD
FABRIC MON-SUN: 09.00 AM - 08.00 PM
354 Phahurat Road, Wangburapha, Pranakorn, Bangkok 10200 Thailand
NIRAN TEXTILE CO., LTD
FABRIC MON-SUN: 09.00 AM - 08.00 PM
237 Phahurat Road, Wangburapha, Pranakorn, Bangkok 10200 Thailand
PAIWANKHADAI CO., LTD
TRIMMING MON-SUN: 07.30 AM - 08.00 PM
Soi 6/1 Bang Phai, Bang Khae, Bangkok 10160 Thailand
HONG CO., LTD
TRIMMING MON-SAT: 09.00 AM - 05.00 PM
48 Wanit I Road, Jakrawad, Sampanthawong, Bangkok 10100 Thailand
CHAPTER 4
88
CONTACT
MINIMUM ORDER
SERVICES
Email: premiumpops@gmail.com Tel./Fax: +662-622-5764 Office Mobile: +6686-304-3050
No minimum 24 hours for Express
Digital Printing on fabric/wood/leather/sequin, Screen Printing, Transfer Printing, Making Shopping Bags, T-Shirts, Premium Gifts, etc.
Email: hiengyoohuat@gmail.com Tel: +662-712-3939
No minimum
Digital Printing on any kinds of fabric such as Cotton, Polyester, Silk, Satin, Chiffon, etc.
Tel: +662-899-5596-7, +662-899-5798 Fax: +662-899-5786 Mobile: +6689-700-3344
100 Pieces
3D Reflective Flocking Welding, Sublimation Printing,Reflective Flocking Graphic Transfer Printing, Soft PVC Pulter, Emboss Fabric, Fabric Screen Printing
Email: hiengyoohuat@gmail.com Tel: +662-229-4544
Both wholesale and retail
Thai fabrics and Import fabrics
Email: nrd_tyl@hotmail.com Tel: +662-221-8709 Fax: +662-223-8314
Both wholesale and retail
Wide range of fabrics with abundance of styles and colours, High class lace, Chiffon, Satin, Polyester Silk, Wool and etc.
Email: nrd_tyl@hotmail.com Tel: +662-222-6783 Fax: +662-223-8314
Both wholesale and retail
Wide range of fabrics with abundance of styles and colours, High class lace, Chiffon, Satin, Polyester Silk, Wool and etc.
Email: paiwan1khadai@gmail.com Tel: +662-421-5675, +662-421-5697 Fax: +662-444-3159
Both wholesale and retail
Thread, Zipper, Button, Machine and Machine Repairing
Email: hga2001@truemail.co.th Tel: +662-622-8889, Fax: +662-622-8890 Mobile: +6681-651-8306
Both wholesale and retail
Thread, Zipper, Button, Lace, Buckle, Ribbon, Elastic, Crystal, Bias Tape, Hook and Bar/Eye, Tools, etc.
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MERCHANDISING PLAN
COMPANY
TYPE OF BUSINESS/ BUSINESS HOURS
LOCATION
BEST BUTTONS (THAILAND) CO., LTD
BUTTON
23/1 Soi Sukapibarn 10, Moo 2, Omyai Sam Pran, Nakornpathom 73160, Thailand
GRACE BOUTIQUE CO., LTD
APPAREL MON-FRI: 09.00 AM - 05.30 PM
16 Soi Pipat Silom 3 Silom Road, Bangrak, Bangkok 10500
SOEN CO., LTD
APPAREL MON-FRI: 09.00 AM - 05.30 PM
60/88 Soi Kritsada Nakhon 18, Khwaeng Dok Mai, Prawet, Bangkok 10250 Thailand
NANYANG CO., LTD
TEXTILE AND APPAREL MON-SAT: 08.30 AM - 05.30 PM
27 Phetkasem Road, Nongkham, Bangkok 10160 Thailand
HONG SENG GROUP
APPAREL MON-FRI: 09.00 AM - 06.00 PM
287, 289 Soi Suksawad 30, Suksawad Road, Bangpakok, Ratburana, Bangkok, 10140 Thailand
CHALICHA DESIGN CO., LTD
APPAREL MON-FRI: 09.00 AM - 06.00 PM
Bangkok, Thailand
CHIZZYME CO., LTD
APPAREL
Chonburi, Chon Buri, 20000 , Thailand
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CONTACT
MINIMUM ORDER
Email: info@bestbuttonsthailand.com Tel: +662-420-4608-9, +662-811-4309-10 Fax: +662-420-4480, +662-811-6127 Mobile: +6685-911-1010
SERVICES
Rod button, Shirt button, Imitation Mop button, Side Laser Minimum: 500 PCS.
button, Laser button, Colour Laser button, Shank Button, Company Logo button, etc.
Tel./Fax: +662-236-8730 Office Mobile: +6686-323-6201
Negotiable
Apparel manufacturing and Tailoring
Tel: +662-462-7500, +662-818-4427
Negotiable
Apparel manufacturing and Tailoring
Email: nanyang@nanyangtextile.com Tel: +662-421-2161-9 Fax: +662-421-3774
Negotiable
Textile, Apparel and Decorative manufacturing
Tel: +662-428-0031 Fax: +662-428-2528
1,000 dozens (4 colors and 6 sizes)
Adult and Children apparel manufacturing
Tel: +6686-027-6853
50 Pieces
Design, Pattern and Sewing Fashion Apparel
Email: chizzyme452@gmail.com Tel: +6687-0503282
10 Pieces
Fashion apparel, Childrenswear and Swimwear
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4.8 PRODUCTION TIMELINE YEAR EVENT ACTION
SEASON
MAR
Trend/ Fabric/ Color Research
x
Print direction discussed
x
Begin sourcing fabrics
x
APR
Sample fabric, Lab dip
x
Designing begins, Marketing/Promotion discussed, Budgets set
x
Collection developed, Create Specification sheet, Fabric decision
x
All information complete to manufacture
SPRING/ SUMMER
2015 MAY
JUNE
JULY
AUG
x x
Receive, Review and Approve samples
x
Samples producing
x
x
Complete sampling
x
Organizing production for Spring deliveries
x
Sales/exhibitions/ marketing, Production sourced and agreed, Finances checked
SEP
x
Order books closed, Fabrics ordered, Production underway Production underway & monitored Orders dispatched to wearhouse Completed payment with suppliers and manufacturer All the goods place at department stores Postmortem for Spring/Summer Trend/ Fabric/ Color Research
x
Print direction discussed
x
Begin sourcing fabrics
x
Sample fabric, Lab dip Designing begins, Marketing/Promotion discussed, Budgets set Collection developed, Create Specification sheet, Fabric decision All information complete to manufacture Receive, Review and Approve samples FALL/ WINTER
Samples producing Complete sampling Organizing production for Spring deliveries Sales/exhibitions/ marketing, Production sourced and agreed, Finances checked Order books closed, Fabrics ordered, Production underway Production underway & monitored Orders dispatched to wearhouse Completed payment with suppliers and manufacturer All the goods place at department stores Postmortem for Fall/Winter
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O
AY
2015 JUNE
JULY
2016
AUG
SEP
OCT
NOV
DEC
x
x
JAN
FEB
MAR
APR
MAY
JUNE
JULY
AUG
SEP
OCT
NOV
x x
x x x x x x
x x x x x x x x x x
x x x x
x x x x x x
x
x x x x x
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97
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MERCHANDISING PLAN
01 02 03 04 05 06 07 08 09
VISUAL MERCHANDISING
5.1 LOGO
TYPOGRAPHIC LOGO
CHAPTER 5
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ICONIC LOGO
107
VISUAL MERCHANDISING
5.2 VISUAL IDENTITY
CHAPTER 5
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109
VISUAL MERCHANDISING
5.3 SHOWROOM AND OFFICE
CHAPTER 5
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111
VISUAL MERCHANDISING
CHAPTER 5
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VISUAL MERCHANDISING
01 02 03 04 05 06 07 08 09
MARKETING PLAN
6.1 MARKETING OBJECTIVES
To introduce LADY A into Thai apparel market.
To build a brand recognition.
To improve product and brand awareness.
To make a relationship with customers in order to understand customers’ needs and wants.
To develop a promotion strategy through historical sales.
To become a well-known brand in worldwide.
To increase store traffic.
To meet sales goals.
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season
SPRING/SUMMER, FALL/WINTER
many occasions
6.2 PRODUCT STRATEGY
BASIC LIMITED
category
interchangable/ reversable
TOP, BOTTOM, DRESS, OUTERWEAR
last long/ easy-care
SOLID, PRINT
Spring/Summer
Fall/Winter
Top: 33%
Top: 35%
Bottom: 23%
Bottom: 28%
Dress: 29%
Dress: 25%
Outerwear: 14%
Outerwear: 13%
LADY A is offering two main seasons: spring/summer and fall/winter women’s ready-to-wear collections. For each collection, LADY A provides basic line and limited line. In terms of LADY A’s Limited collection, we design to serve as an adjustable: interchangeable and reversible. The assortment plan covers 12 months of sales forecast. LADY A offers 4 categories which are top, bottom, dress and outerwear with 24 basic styles and 9 limited styles for spring/summer and 24 basic styles and 11 limited styles for fall/winter. LADY A’s products are easy-care and comfortable touch with last-long and craftsmanship quality.
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6.3 PRICE STRATEGY
CATEGORY
PRICE RANGE (USD)
AVERAGE PRICE (USD)
PRICE RANGE (THB)
AVERAGE PRICE (THB)
TOP
$60.00 - $90.00
$75.00
1,200 - 3,000 THB
2,100 THB
BOTTOM
$60.00 - $90.00
$75.00
1,200 - 3,000 THB
2,100 THB
DRESS
$60.00 - $100.00
$80.00
1,500 - 4,000 THB
2,750 THB
OUTERWEAR
$80.00 - $160.00
$120.00
1,800 - 5,000 THB
3,400 THB
LIMITED
$70.00 - $200.00
$135.00
1,500 - 6,000 THB
3,750 THB
According to my survey on page 27, Figure 21, 55% think that printed clothes’ average price from $50-$100 is about right. Considering the survey with the total cost of goods, LADY A sets the price range of the basic line in between $40-$165 based on types of products: solid or print. The price on printed pieces will be a little bit higher than solid pieces because we sell art through prints. Besides the basic line, LADY A offers a limited line with limited quantities in order to make our customers feel they are wearing premium products. The price range of the limited line is between $50-$200. LADY A limited line is designed for functional purpose. It means that our customers can adjust the products.
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6.4 PLACE STRATEGY
ZEN DEPARTMENT STORE PARAGON DEPARTMENT STORE QURATOR AT EMQUARTIER
LADY A markets at the big three department stores: ZEN, Paragon and EM Quartier. All of the department stores are located in downtown, Bangkok, Thailand, which are easy for transportation via a sky train, subway and personal vehicles (huge parking). ZEN DEPARTMENT STORE ZEN founded in 1991 and quickly became a Bangkok shopping sensation for tourists and locals. In 2006, the store was changed the ownership to be Central Retail Corporation (Central Group) and relaunched as the edgy lifestyle concept which has 7 levels with an additional 13 floors of lifestyle and entertainment services. In addition, ZEN Department Store is a combination of modern, unique, individual style and a merchandise mix of multi-brand/product retailing. The ZEN customers are locals or tourists who appreciate good design, the latest fashions, and top creativity. ZEN received an award EuroShop Retail Design Award 2008 from Germany for best store design and merchandising concept. As a result, this will be a good opportunity for my brand to become wellknown for unique and individual style with helping from the concept of this shopping mall.
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PARAGON DEPARTMENT STORE Paragon is a department store of Siam Paragon, which is one of the biggest shopping centers in Asia, located in the center of Bangkok, Thailand. It opened on December 9, 2005. Paragon was founded by two big companies: the Siampiwat Group and the Mall Group. Since it opened, Paragon has attracted large crowds and tourists. In addition, the Paragon department store has many famous international brands and full of local designer brands such as Greyhound, Issue, Kwankao, Senada, Kai and so on. The Paragon’s customers are Thai upper class and tourists. Therefore, I would like to sell my product to the Paragon department store because it will be a good opportunity to promote my brand to my target market and also expand target consumer (foreigners).
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QURATOR AT EMQUARTIER EmQuartier is the second branch of the EM District shopping mall group owned by the Mall Group. The EmQuartier launched on 2015, 27 March, located in Sukhumvit district, Bangkok, Thailand. There are three buildings: the Helix Quartier, the Glass Quartier and the Waterfall Quartier, which are connected on every floor. Qurator is a concept store that brings together Thai fashion brands more than 60 brands from upand-coming names on 6,000 sq.m. The Qurator is on the 2nd floor of the Waterfall Quartier building of the EmQuartier. The Qurator is designed as a fashion presentation, under the concept of “The Ultimate Thai Designers Showcase�. This is more than just shops; it is a space for activities of a group of Thai designers to show their ideas and creativity in the fashion industry in Thailand. It will collect and develop to be an exclusive collection in order to appear to the eyes of fashionistas around the world (reference). Therefore, it is a good opportunity to market at the EmQuatier and it will make my brand to become well-known within a short period.
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MARKETING PLAN
6.5 PROMOTION MIX
PROMOTION CONDITIONS PROMOTION CHANNELS »»SOCIAL NETWORK »»ADVERTISEMENT »»TRADE SHOWS
»»DIGITAL MEDIA »»PUBLIC RELATIONS
PROMOTION CONDITIONS
HOLIDAY
Chinese New Year
MONTH
DURATION
February
A week
DEAL
Get a discount coupon up to 20% on every purchase from $80 *Coupon valid only selected items
Valentine’s Day
February
12-14 February
Thai New Year
April
13-15 April
Discount 10%
End of Season (Spring/Summer)
July
Three weeks
Discount 15%
August
10-12 August
One puchase with coupon from Numero magazine get free scraf
Mother’s Day
Free pink printed canvas bag on purchase from $100
*Limited for 30 pieces
Halloween
October
A week
Discount 10%
Christmas
November
24-25 December
Discount 15%
New Year
December
31-1 January
Discount 20%
January
Three weeks
Discount 15%
End of Season (Fall/Winter)
*Based on department stores’ conditions
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PROMOTION CHANNELS »»SOCIAL NETWORK
123
MARKETING PLAN
Figure 24
Figure 25
Source: Zocial Rank
Source: Zocial Rank
Facebook page is a tool for businesses, brands and organizations to share information and connect with people. In addition, Facebook offers a Facebook Boost post which is linked to a post from the Facebook page. We can set up a specific audience by interests, location, ages and genders and the amount of the estimated people to reach. According to Zocialrank in 2014, the growth rate of Facebook users in worldwide grew by 9% or 1,251 million people. Thailand now has 28 million Facebook users, growing 27 % which was faster than previous year. That makes Thailand Facebook’s third biggest country in ASEAN. The main Thai Facebook users are in Bangkok about 15.4 million people or accounted for 55%. Mostly, Thai Facebook users are women about 14.3 million people or 51.22% (Figure 24, 25).18 LADY A sees a good opportunity in marketing on Facebook so that LADY A will have a Facebook page and Facebook Boost Post where we promote our brand and update information, news, promotions and events in order to engage with our customers.
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125
MARKETING PLAN
Figure 26
Figure 27
Source: Zocial Rank
Source: Zocial Rank
Instagram is an online mobile application for photo-sharing and video-sharing that allow users to share with a variety of social networking platforms such as Facebook, Twitter, Tumblr and Flickr. According to data from Zocial Inc. (The company behind Zocialrank), Thailand had 1.5 million Instagram users or grew up by 546.54% in 2013, rose up from 240,000 users in 2012. 47.94% of Instagram members in Thailand were active in the past three months. The statistic shows that celebrities, who has an average of 172,013 followers, made up 0.26% of the application’s user in Thailand, while influencers, who had an average of 5,636 followers, made up 10.48% of the application’s user in Thailand (Figure 26, 27).19 With a fast-increasing of Instagram user-base in Thailand, this application will be an efficient channel for marketing strategy. LADY A will use Instagram application to showcase our products, update information, news, promotions and events and engage with our customers.
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MARKETING PLAN
»»DIGITAL MEDIA GOOGLE
Google search is another channel for online marketing that help people to know more about businesses and sties in order to drive traffic in the business. LADY A will invest in Google search on $2,000/yr plan which accounts 500,000 search queries/yr. When people search LADY A brand, it will be on the top search which is easy to access to LADY A’s website, Facebook, Instagram and images about our brand.
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129
MARKETING PLAN
WEBSITE
LADY A will have a website where my customers can see my products and the detail of my products: fiber content, materials, where it is produced from home. The website will show full collections as images. In addition, the website will give information on the brand, contact, policy, and some special events or holiday products. Moreover, this website is the place where buyers can contact about ordering from their retail stores.
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MARKETING PLAN
After we get engagement with our customers who subscribe our website, LADY A will send newsletters about new arrivals, news, promotions and events via e-mail. This is the fastest way to connect with our customers.
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133
MARKETING PLAN
ADVERTISEMENT
Hamburger is a Thai magazine that first originated as an entertainment magazine with full of movie, music, television and famous people in entertainment industry which launched in 2002. In 2009, Hamburger changed the magazine image by adding new various columns about fashion, beauty, health, shopping and food. Two years later, fashion became a big topic in this magazine. Target customer of Hamburger magazine is young, creative, fashionable both men and women who have an individual style and a desire to know the story about Thai entertainment and Thai fashion industry which is similar to my target customer. Also, this magazine is very popular among Thai celebrities. LADY A will advertise our campaign in this magazine in order to get attention from audiences to purchase my products. The price of a full-page advertisement in this magazine is $2,400 per issue.
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“L’Officiel de la couture et de la mode de Paris” or L’Officiel is a licensed magazine from France, founded in 1921. L’Officiel Thailand got licensing in 2012. A target audience of L’Officiel Thailand is self-confident and successful working women who are modern, interesting in fashion and have their own lifestyle. This magazine has both in printed and website. The content of the magazine divided in three parts: fashion, beauty and lifestyle. 40% of the magazine is from France and 60% is about Thai fashion, especially Thai designers and local brands. LADY A would like to advertise our brand in this magazine because it fits with LADY A’s target customers and the magazine supports Thai brands. This is another great magazine that LADY A will advertise our campaign in order to get attention from our target customers to purchase my products. The price of a full-page advertisement in L’Officiel magazine is $2,600 per issue.
135
MARKETING PLAN
Numéro is licensed magazine from France. Numéro Thailand got copyright in 2012. The magazine is about the world of fashion and luxury along with the latest in art, design & culture. Numéro Thailand’s contents talk about mixing France and Thai aesthetic, international brands as well as Thai brands. The target audience of this magazine is people of any ages who are interested in fashion, arts, architecture, music and culture. Numéro Thailand is another magazine that LADY A will promote our campaigns and help LADY A be in the right position. The price of a full-page advertisement in Numéro magazine is $2,200 per issue.
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»»PUBLIC RELATIONS BLOGGER
P.O. Box founded by Ploy Chavaporn Laohapongchana. She used to work as a personal shopper for Topshop Thailand and started her own brand by making handmade headband label under P’s Material and now she is a fashion blogger leader in Thailand. Because she was a personal shopper, she has a lot of connections with celebrities and combining her styling skill, and her fashion eye (she always carries a camera everywhere), it makes her becomes a fashion icon among Thai celebrities and young people. Her Twitter now has 31,000 followers, 21,000 on Facebook and 490,467 on Instagram. Because she is a famous fashion blogger and has a lot of connections in the fashion industry and celebrities, collaborating with her by sending her our products and ask her to review or post on her blog. This can help LADY A become well-known and have more opportunity to reach my target customer.
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MARKETING PLAN
INSTAGRAM INFLUENCERS & CELEBRITIES According to statistic from Zocial Inc. That we have mentioned in social media section, Instagram is a beneficial channel to get an attention from our customers. LADY A will collaborate with Instagram influencers and celebrities by sending them our products and asking them to wear and post on instagram with a tag and hash tag to our instagram. We want to work together with Thai celebrities because they are influenced in Thai people as we can see from the average followers and likes in each image. In addition, the influencers are getting popular as well, according from the research that the percentage of influencers grew up to 546.52% in 2013. LADY A has chosen Tory, Supassara, Aey and Chompoo to be our Instagram speakers.
Toey is celebrity who known as the most fit with our brand. She has approximately 1.9 million followers and her average likes is more than 80,000 likes. She will be the first person that our company is going to contact with.
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Supassara is a newbie celebrity who quickly becomes popular among Thai people. She has 1.7 million followers and her average likes is more than 100,000 likes. We think that she would be a good influencer to help promote our brand.
139
MARKETING PLAN
Aey is a fashion editor at ELLE magazine Thai edition and co-founder at Momentum (a private lifestyle event service). Although she has less followers than celebrities, we think that she would be our first step to introduce our products into a magazine industry because she works as the fashion editor at the ELLE magazine. It is possible for LADY A to make a relationship with her company in the future.
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Chompoo is a Thai celebrity who is on the second rank of Thailand Instagram ranking (celebrity category). Now, she has 3.1 million followers. She likes to dress up and mix and match local brands with international brands. LADY A will contact her manager to negotiate about sending her our product to post on her Instagram.
141
MARKETING PLAN
»»TRADESHOWS
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BIFF&BIL DATE: 3-13 March 2016 PRICE: $850 (special rate for ASEAN exhibitors) BOOTH SIZE: 9 sq.m. (3x3 m.) CONTACT: Department of International Trade Promotion, Ministry of Commerce, Royal Thai Government 44/100 Nonthaburi 1 Rd., Amphur Muang, Nonthaburi, 11000 Thailand TEL: +66 2-507-8371 FAX: +66 2-547-4283 EMAIL: fashion.ditp@gmail.com WEBSITE: www.biffandbil.com, www.thaitradefair.com
BIFF&BIL is the biggest fashion trade fair in ASEAN which holds annually at IMPACT, Muang Thong Thani, Bangkok Thailand. The fair opens for both trade visitors and public. BIFF&BIL gathers fashion and leather manufacturers, suppliers, and designers both local and international brands from all countries of ASEAN. The BIFF&BIL trade show is the best opportunity for LADY A to get an experience in trade show and to get connections from suppliers, manufacturers, importers and buyers. Besides, this show also opens for public so that we can use this show to introduce our brand for consumers and foreign tourists.
143
MARKETING PLAN
ASIA APPAREL EXPO DATE: 24-26 Feb 2016 PRICE: $3,506 BOOTH SIZE: 3m(D)x 3m(W)/ 9 sq.m. CONTACT: Mega Expo (Berlin) Limited 38/F, Enterprise Square III, 39 Wang Chiu Road, Kowloon Bay, Hong Kong TEL: (852) 3588 9688 FAX: (852) 3588 9668 EMAIL: anson.chan@mega-expo.com (for oversea exhibitors) WEBSITE: www.asiaapparelexpo.com
Asia Apparel Expo is a textile and apparel trade show, located in Berlin. The expo is allowing only manufacturers, suppliers and wholesalers from the ASIAN region to be exhibitors. The purpose of the expo is to facilitate the business between Asian suppliers and wholesalers and European buyers. The latest show was in February, 15-17, 2015 which has 1,780 visitors from 39 countries and regions visited over the three days. The Asia Apparel Expo will be the next step for LADY A to introduce the brand to European market.
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THE HUB DATE: 27-28 Aug PRICE: $4,000 BOOTH SIZE: 9 sq.m. (1 small table, 2 rails or shelves racks, 2 chairs, lighting) CONTACT: The Hub (Hong Kong) LTD 8A Wing Hang Insurance Building, 11 Wing Kut Street, Central, Hong Kong EMAIL: exhibit@thehub.nk WEBSITE: www.thehub.hk
The Hub is a trade show for fashion brands in Hong Kong. The show consists of international brands from all over the world, including Australia, Europe and Asia. The Hub provides several categories: street wear, denim, women swear, menswear, footwear and accessories. LADY A will attend to the Hub in order to get expand our business to overseas and to observe the new trends.
145
MARKETING PLAN
6.9 MARKETING CALENDAR
DATE
CHANNEL
ACTION
FEBRUARY
Numero Thailand
FEBRUARY, 1
Grand Opening
FEBRUARY, 8
Chinese New Year
FEBRUARY,14
Valentine’s Day
FEBRUARY, 15-17
Asia Apparel Expo: Berlin
MARCH
L’Officiel Thailand
MARCH
Instagram Influencer (Toey)
MARCH, 9-13
BIFF&BIL: Bangkok
APRIL
Hamburger Thailand
APRIL
Blogger: P.O. Box
APRIL, 13-15
Thai New Year
MAY
Instagram Influencer (Supassara)
JUNE
L’Officiel Thailand
JULY
Hamburger
JULY
End of Season
AUGUST
Numero Thailand
Digital Media Advertisement Public Relations Special Event Trade Show
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DATE
CHANNEL
ACTION
AUGUST
New Collection: Fall/Winter
AUGUST
Instagram Influencer (Aey)
AUGUST, 12
Mother’s Day
AUGUST, 27-28
The Hub: Hong Kong
SEPTEMBER
L’Officiel Thailand
OCTOBER
Hamburger Thailand
OCTOBER, 31
Halloween
NOVEMBER
Numero Thailand
NOVEMBER
Blogger: P.O. Box
DECEMBER
L’Officiel Thailand
DECEMBER
Instagram Influencer (Araya)
DECEMBER, 25
Christmas
DECEMBER, 31
New Year
JANUARY
Hamburger
JANUARY
End of Season
147
MARKETING PLAN
6.10 FUTURE PLAN EDITORIAL LADY A will associate with fashion magazines in order to have our products featuring in the magazines. We will send our look book and letter to let them know our brand and products and offer our products for a fashion editorial if they are interested. This opportunity would help LADY A to raise our brand awareness through professional editors and stylists.
FASHION SHOW LADY A sets a fashion show as a future goal for the next couple years. In Thailand, there are two big fashion shows that LADY A could attend which are ELLE Fashion Week at Central World and Siam Paragon Bangkok International Fashion Week. At the beginning of the business, LADY A will work harder to be one of the show in either these two shows.
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TIE-IN ON TV SHOW LADY A plans to be a sponsor for TV shows in Thailand such as Six In The City and Sister Day by sending them our collection to wear in the show. At the end of the show, our logo will be placed at the special thanks as a sponsor on that episode.
149
MARKETING PLAN
01 02 03 04 05 06 07 08 09
OPERATIONAL PLAN
7.1 BUSINESS OWNERSHIP
LADY A is a contemporary women’s ready-to-wear brand, founded in Bangkok, Thailand. The company is owned and operated by Thanaporn Rattanasaksopana, who received her MFA degree in Fashion Merchandising from Academy of Art University San Francisco, California. She designed and manufactured LADY A’s first collection. At the same time, she has built a relationship with printing suppliers, as well as fabric and trim suppliers and an apparel manufacturer. The whole process of productions will be produced in Bangkok, Thailand. LADY A will hire five full-time employees and two contractors in charge of the headquarter operations. The headquarters will be used for product development, conferences and as a showroom.
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7.2 ORGANIZATION CHART
CEO/CREATIVE DIRECTOR
ASSISTANT CREATIVE DIRECTOR PRODUCT DEVELOPMENT & SOURCING
LAWYER (CONTRACT)
MARKETING & SALE
ACCOUNTANT (CONTRACT)
ADMINISTRATION, SHIPPING & RECEIVING
153
OPERATIONAL PLAN
7.3 ROLES AND RESPONSIBILITIES CEO/CREATIVE DIRECTOR Thanaporn Rattanasaksopana is the CEO and creative director of LADY A. As the CEO, she is in charge of establishing and leading the overall organization’s strategy, creating and controlling the financial plan, evaluating the performance of the company and employees, setting up business concept and brand image and approving all activities of the company. As the creative director, she is responsible for supervising and inspiring the creative department, creating collections’ concepts and directions, as well as developing the products.
ASSISTANT CEO/CREATIVE DIRECTOR As an assistant CEO and creative director, he/she is responsible for preparing and presenting the overall company conferences, updating all activities of the company to CEO/creative director, collaborating with all departments in the company and external suppliers, as well as assisting all activities that are related to the CEO and creative director.
MARKETING & SALES The marketing & sales portion of LADY A is a full-time job. He/she is responsible for creating advertising campaigns, branding, trade shows, company events and promotions in order to meet the marketing & sales operation objectives. He/she will develop marketing opportunities and plans to meet trends and customers’ needs and wants. In addition, he/ she is responsible for determining sales and marketing strategies and establishing sales goals.
PRODUCT DEVELOPMENT & SOURCING The product development & sourcing is a full-time job. He/she is responsible for developing new collections, sourcing fabrics & materials, contacting and keeping relationship with suppliers, managing the development process and dealing with all orders from administration, and the shipping & receiving department in order to communicate with manufacturers and suppliers to produce goods.
ADMINISTRATION, SHIPPING & RECEIVING The administration, shipping & receiving is a full-time job. He/she acts as a product development coordinator with labeling, tagging and logging duplicate samples with the showroom. In addition, he/she is responsible for tracking all shipped duplicate samples, receiving all orders from clients, controlling stocks, creating a weekly sales report, confirming shipments and making appointments with suppliers, manufacturer and clients.
ACCOUNTANT The accountant is a contract job, which works directly with the CEO. He/she will come to the company twice a week in order to review all financial transactions. He/she is responsible for setting up financial reports (income, profit and loss statement and taxes documents) and developing the short and long term of the company financial plans as well as planning and managing the company budget.
LAWYER The lawyer is a one-year contract job, which works directly with CEO. He works 20 hours per week. He acts as a legal consultant of the company in order to carry out business smoothly. The lawyer will be responsible for handling all contracts of the firm and providing legal advice or legal issues in case of any disagreements.
CHAPTER 7
154
7.4 EMPLOYEE BENEFITS HEALTH INSURANCE LADY A will provide social insurance for its employees. This will cover sickness, maternity, accident, disability and work injuries.
BONUS Our full-time employees will receive a bonus on the company’s anniversary. Each of them will obtain the bonus depending on their performances, and the amount of the bonus is based on the profit of the company in that year.
VACATION According to the Ministry of Labour in Thailand, our full-time employees will have a traditional vacation schedule. If the traditional scheduled vacation falls on the weekend, the compensation will be the next day. In addition, full-time employees will have one week of vacation per year. Sickness, maternity or training will not count as a vacation. All vacations are paid leave. Moreover, LADY A encourages our employees to refresh and recharge by travelling once a year and the company will pay 50% of the trip package for them.
155
OPERATIONAL PLAN
7.5 LOCATIONS AND BUSINESS HOURS Head Office and Showroom Address: 56 Silom Road, 9th floor, Bangrak, Bangkok, Thailand 10500 How to get there: Car: From Rajdamri drive straight to Silom Road Bus: No. 76: 77: 115: 163: 177: 504: 514 Sky train: 50 m. from Saladaeng station Subway: 100 m. from Silom station Taxi: Silom Road
Zen Department Store Address: 4, 4/5 Rajdamri Road, Pathumwan, Bangkok 10330, Thailand How to get there: Car: From Ploenchit or Pathumwan drive straight to Rajprasong Intersection Bus: No. 25: 29: 34: 36: 47: 50: 93: 501 Sky train: Siam or Chidlom stations and walk through skywalk between Siam and chidlom stations Taxi: Rajprasong Intersection
Paragon Department Store Address: 991/1 1st Floor, Rama I Road, Bangkok 10330, Thailand How to get there: Car: From Ploenchit Through Rajprasong Intersection, drive straight to Pathumwan area Bus: No. 5: 6: 12: 15: 16: 21: 23: 25: 40: 48: 54: 73: 79: 204: 50 : 508 Sky train: Siam station Taxi: Rama 1 Rd., Pathumwan Junction
The EmQuartier Address: 637 Sukhumvit Road, Khlong Tan Nuea, Watthana, Bangkok 10110, Thailand How to get there: Car: From Rama I Through Phloen Chit Road, drive straight to Sukhumvit area Bus: No. 2: 25 : 38: 40: 48: 99: 501: 508: 511: 513 Sky train: Phrom Phong station Taxi: Sukhumvit 35
Head Office and Showroom:
Monday – Thursday 9.00 am – 6pm, Friday 9.00 am – 5 pm
Zen Department Store:
Monday – Sunday 10.00 am – 10.00 pm
Paragon Department Store:
Monday – Sunday 10.00 am – 10.00 pm
The EmQuartier:
Monday – Sunday 10.00 am – 10.00 pm
*Store hours will be in accordance with the hours of operation of Siam Paragon Department Store, Zen Department Store and Central Chidlom including business hours, events or holidays.
CHAPTER 7
156
ZEN DEPARTMENT STORE
THE EMQUARTIER
PARAGON DEPARTMENT STORE
157
OPERATIONAL PLAN
01 02 03 04 05 06 07 08 09
FINANCIAL PLAN AND ANALYSIS
8.1 FINANCIAL SUMMARY
CHAPTER 8
ESTIMATED STARTING CAPITAL:
$128,746.63
START-UP LOAN:
$38,623.99
GROSS MARGIN:
yr1: $366,813, yr2: $434,447, yr3: $525,924
WHOLESALE MARKUP:
50%
MRSP:
75%
TOTAL UNITS:
7,420
AVERAGE PRICE:
$69
EXPECTED TURNOVER RATE:
yr1: 3.75, yr2: 4.18, yr3: 5.11
PROJECTED FIRST YEAR TOTAL SALES:
$514,990
PROJECTED FIRST YEAR PROFIT:
$42,241
PROJECTED SALES GROWTH MARGIN:
75%
SECOND YEAR:
25%
THIRD YEAR:
25%
TOTAL EXPENSE:
$314,572
160
8.2 ASSORTMENT PLAN SPRING/SUMMER
CATEGORY
FALL/WINTER
STYLE
PRICE RANGE
TOP
10
$60 - $90 (1,200 - 3,000 THB)
BOTTOM
5
DRESS
CATEGORY
STYLE
PRICE RANGE
TOP
10
$60 - $90 (1,200 - 3,000 THB)
$60 - $90 (1,200 - 3,000 THB)
BOTTOM
6
$60 - $90 (1,200 - 3,000 THB)
6
$60 - $100 (1,500 - 4,000 THB)
DRESS
6
$60 - $100 (1,500 - 4,000 THB)
OUTERWEAR
3
$80 - $160 (1,800 - 5,000 THB)
OUTERWEAR
2
$80 - $160 (1,800 - 5,000 THB)
LIMITED
9
$70 - $200 (1,500 - 6,000 THB)
LIMITED
11
$70 - $200 (1,500 - 6,000 THB)
TOTAL
33
TOTAL
35 * The price ranges are considered by Thais’ incomes and cost of living in Thailand.
27%
30%
9% 18%
15%
29%
31% TOP BOTTOM DRESS OUTERWEAR LIMITED
6% 17%
17%
TOP BOTTOM DRESS OUTERWEAR LIMITED
LADY A is offering two main seasons: spring/summer and fall/winter women’s ready-to-wear collections. For each collection, LADY A provides basic line and limited line. In terms of LADY A’s Limited collection, we design to serve as an adjustable: interchangeable and reversible. The assortment plan covers 12 months of sales forecast. LADY A offers 4 categories which are top, bottom, dress and outerwear with 24 basic styles and 9 limited styles for spring/summer and 24 basic styles and 11 limited styles for fall/winter.
161
FINANCIAL PLAN AND ANALYSIS
8.3 SALES FINANCIAL FORECAST
FINANCIAL FORECAST $900,000.00
$675,000.00
$450,000.00
$225,000.00
$0.00 Y1
Y2
Y3
SALES
$514,990
$643,738
$804,672
GROSS MARGIN
$366,813
$434,447
$525,924
STOCK TURNOVER
3.75
4.18
5.11
GMROI
2.67
2.81
3.3
First year annual sales estimate is US$514, 990. The total sales number is based on the following information: Average item price: $69 Total sales $514,990÷ total units 7,420 = $69 Average customer transaction = $69 (1unit per transaction) Our product is women’s’ ready-to-wear which has the price range from $60-$200. We expect our customers to purchase at least one item per transaction.
Expected foot traffics in store: 125 visitors *Estimated by foot traffic in a department store. According to Khoasad Online News, the report shows that the passing foot traffic of Siam Paragon is estimated to be 120,000 people per day. There are 8 floors and women swear and lingerie are on the 1st floor. I estimated that each floor would take 13,330 people per day. In addition, we place our products on the 1st floor of the Paragon Department Store where there are approximately 60 women swear brands and 20 lingerie brands. The average traffic per store is 167 and I assume that every passenger will go to at least 3 stores when they are shopping. Therefore, the average traffic will be 501. Considering LADY A’s target customers, we expect 25% or 125 visitors per day to go inside and see our products. Percentage of traffic that becomes buying customers: 16% 125 x 16% = 20 buying customers per day 20 x $69 = $1,380 sales per day $1,380 x 365 = $503,700 sales per year
Average sales per day = $1,269 Total sales $514,990 ÷ 365 days = $1,410 *Annual business opening: 365 days Department stores in Thailand are open everyday, expect during emergencies. Expected total sales per days: 20 pieces Total sales per day $1,410 ÷ average price $69 = 20 pieces *Estimated by total sales, total units and opening day
CHAPTER 8
162
8.4 MONTHLY SALES MONTHLY SALES
MONTHLY SALES 26%
20%
13%
7%
0% JA Y
AR
U
N
R
R
BE
EM
BE
M
R
FALL/WINTER
EC
D
VE
BE
O R
BE
EM
ST
U
PT
CT
O
N
O
SE
G
AU
LY
JU
E
N
JU
AY
M
L
RI
CH
Y
AR
U
BR
AR
AP
M
FE
SPRING/SUMMER
LIMITED
The highest monthly sale would be on February and August which take 25% and the lowest monthly sale would be on April to May and October to November which are 10%. Our brand has two seasons, which are spring/summer and fall/winter. The spring/summer collection will start on every February which is new arrival products place in the stores, including Valentine’s Day and Chinese New Year, so I estimate monthly sale to be 25%. The fall/winter collection will start on every August which is new arrival as well and one important Thai holiday: Mother’s Day, so I estimate monthly sale to be 25%. In addition, I estimate June (End of season discount) and December (End of season, Christmas and New Year discounts) will sell more than other months which are 20%. For the limited collection, I will sell only 3 months per season, which are March (22%), April (14%) and May (14%) in spring/summer and September (22%), October (14%) and November (14%) in fall/winter.
163
FINANCIAL PLAN AND ANALYSIS
8.5 PROFIT & LOSS
First year profit: $42,243 (8.2%) First year gross margin: $366,813 (71.2%) First year expense: $314,570 (61.1%)
8.6 INVENTORY
The inventory turn over is anticipated to be 3.75 in the first year, and slightly increase to 4.18 and 5.11 for the second and third year.
8.7 GROSS MARGIN: MARKUP AND MARKDOWN
GROSS MARGIN The cost of goods sold is $366,813 with gross margin of 71.2%. MARKUP Wholesale price: about double the costs of goods Retail price: about double the wholesale price (Retail price is approximately 4 times the cost of goods). MARKDOWN The first year total markdown is estimated to be 15.1%. The markdown is including seasonal sales and holiday sales which will take from 10% to 20% off.
8.8 EXPENSE
The total expense is 61.1% or $314,570. The key expense elements of LADY A are wages at 18.6%, rent at 18.7% (department stores) and marketing expenses at 9.6%.
8.9 RENT
The office rent is going to be $3,000 per month or $36,000 per year. Plus, LADY A is going to spend $96,046 or 18.7% in rent space at Paragon Department Store, Zen Department Store and Central Chidlom Department Store.
CHAPTER 8
164
8.10 WAGES
WAGES ANNUALLY
FULL TIME
CONTRACT
CEO/CREATIVE DIRECTOR:
$24,000
ACCOUNTANT:
$7,800
ASSISTANT CEO/CREATIVE DIRECTOR:
$15,600
LAWYER:
$7,800
PRODUCT DEVELOPMENT & SOURCING:
$14,400
MARKETING & SALE
$14,400
ADMINISTRATION, SHIPPING & RECEIVING:
$12,000
165
FINANCIAL PLAN AND ANALYSIS
8.11 MARKETING EXPENSE
Total marketing expense is $49,261 or 9.6%. »»Website: $30 per month »»Online Search (Google): $2,000 per year »»Blogger’s Review (twice a year): $195 per time »»Magazine Print AD (Hamburger Thailand): $2,400 per time »»Magazine Print AD (L’Officiel Thailand): $2,600 per time »»Magazine Print AD (Numero Thailand): $2,200 per time »»Look Book: $300 per season »»Mail AD: $100 per time »»Grand Opening: $2,000 »»Trade Shows: BIFF&BIL: Bangkok, Thailand: $850 The Hub: Hong Kong: $6,460 Asia Apparel Expo: Berlin, German: $8,881
ASIA APPAREL EXPO BOOTH
$680
FOOD
$650
TRANSPORTATION
$180
REGISTER FEE
$150
FLIGHT (3 PERSONS) TOTAL THE HUB BOOTH
166
$4,000
HOTEL (4 NIGHT)
$800 $6,460 EXPENSE $3,506
HOTEL (4 NIGHT)
$825
FOOD
$750
TRANSPORTATION
CHAPTER 8
EXPENSE
$200
FLIGHT (3 PERSONS)
$3,600
TOTAL
$8,731
8.12 START-UP COSTS For the earlier years, the estimates the start-up capital to be USD $128,553.88 and the total monthly depreciation expense is $ 363.75. At the beginning of the first month, the estimation for start-up investment includes product making, 3 months’ rent deposit and wages, marketing expense for business start-up, cost of BOM inventory, and other start-up expenses. »»Opening Inventory for 3 months: $34,346.63 »»Leasehold Improvements (Material & Labour): $ 10,000 »»Rent Deposit: $9,000 »»Wages and Salaries for 3 months: $ 23,700 »»Marketing Start-up: $17,682.25 »»Other Start-up Expenses: $2,000 »»Contingency Reserve: $5,000 »»Working Capital: $ 15,000 »»Technology and Phone (Software & Hardware): $7,285
»»Selling Floor and Backstock Fixtures (Floor Fixtures/Shelves, Display Tables): $4,540 QTY
Cost/THB
Total/THB
Total/USD
Desk
6
1,890
11,340
$380
Chair
6
1,490
8,940
$300
Conference Table
1
16,850
16,850
$565
Conference Chair
6
1,150
6,900
$230
Document Shelve
1
4,500
4,500
$150
Mannequin
3
890
2,670
$90
Display Mannequin
6
3,600
21,600
$720
Rolling Rack
4
1,350
5,400
$180
Shelve
4
8,190
32,760
$1,100
Display Rack
8
299
2,400
$80
Armchair
4
2,990
11,960
$400
Hanger
4
165/12
825
$30
QTY
Cost/THB
Total/THB
Total/USD
Printer
2
6,500
13,000
$440
Computer
4
30,000
120,000
$4,000
Pant Hanger
60
150/12
450
$15
Copy Machine
1
55,000
55,000
$1,840
Display Hanger
120
350/12
3,500
$120
Fax
1
3,990
3,990
$140
Display Pant Hanger
60
350/12
1,750
$60
Phone
5
1,120
5,600
$190
Fitting Room
1
390
390
$13
Sewing Machine
1
10,000
10,000
$340
Fitting Room Curtain
1
210
210
$7
Steamer
1
3,990
3,990
$135
Mirror
4
399
1,596
$55
Camera
1
6,000
6,000
$200
Trash
8
169
1,352
$45
Total
18
116,280
217,580
$7,285
Total
339
45,382
135,393
$4,540
167
FINANCIAL PLAN AND ANALYSIS
8.13 LOANS
The bank loan is expected to be 5 years term with the principle paid back in 60 months in equal installments with an annual interest rate of 3.6%. This amount includes the expenses of equipment, furniture and fixture, 3 months rent and salary, marketing cost, opening inventory, and all other startup expenses. »»Total amount: $38,623.99556.49 »»Principle: $644 »»Interest rate: 3.6%
8.14 FUTURE GROWTH
The total sales will increase by 67.5% in the second year and 65.4% for the third year. During the second year, the total sales will increase by 67.5% because we will travel around the world to attend trade shows and we will sell products as a wholesaler to buyers from multi-brand stores or boutiques. It could be either local buyers or international buyers. During the third year, the total sales will increase by 65.4% because we will expand my distribution channels to the other department stores in different provinces in Thailand, as well as opening the first flagship store in Bangkok, Thailand.
CHAPTER 8
168
8.15 FINANCIAL OVERVIEW
Detail
Technology and Phones
Software, Hardware
$
7,285.00
Yes
60
$
121.42
Selling Floor and Backstock Fixtures
Floor Fixtures/Shelves, Display Tables, Jewelry Cases
$
4,540.00
Yes
60
$
75.67
Flooring, Paint, Electrical, Light Fixtures, Fitting Rooms, Doors, Signage, Awning $ & Labor
10,000.00
Yes
60
$
166.67
$
363.75
Leasehold Improvements (Material & Labor)
$ Amount
Depreciate ?
Monthly # Months of Useful Life Depreciation Expense
Item
Rent Deposit
3 Months Rent Deposit
$
9,000.00
No
n/a
Wages and Salaries
3 Months
$
23,700.00
No
n/a
Marketing Startup
Initial Marketing Campaign
$
17,875.00
No
n/a
Opening Inventory
Cost BOM$ Inventory
$
34,346.63
No
n/a
Other Start Up Expenses
Permits, Insurance, Utility Deposits, Supplies
$
2,000.00
No
n/a
Contingency Reserve
Extra Cash for Unforeseen Expenses and Repairs
$
5,000.00
No
n/a
Working Capital
Cash Needed in first months to keep bank funds positive
$
15,000.00
No
n/a
Total
$ 128,746.63
169
FINANCIAL PLAN AND ANALYSIS
75%
Season
CHAPTER 8
Class
Subclass
Type
SKU
Item
Color
Sizes
Target COG
IMU %
Targe Retai
SPRING
TOP
WOVEN
SOLID
S1601011105 Crop top sleeveless crew neck with metal zipper Grey
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1601011106 Crop top sleeveless crew neck with metal zipper Purple
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1602011103 Crop top sleeveless boat neck
Mint
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1602011106 Crop top sleeveless boat neck
Purple
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1603011106 Crop top wided sleeve crew neck
Purple
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1603011103 Crop top wided sleeve crew neck
Mint
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
PRINT&SOLID S1603011201 Crop top wided sleeve crew neck
Pastel Blue
XS-L
$16.25
$65.00
SPRING
TOP
WOVEN
Pink
XS-L
$17.50
$70.00
S1604011208 Crop top wided sleeve open front
SPRING
TOP
WOVEN
PRINT&SOLID S1605011202 Crop top keyhole neck
Mint
XS-L
$16.25
$65.00
SPRING
TOP
WOVEN
PRINT&SOLID S1605011207 Crop top keyhole neck
Blue
XS-L
$16.25
$65.00
SPRING
TOP
WOVEN
PRINT&SOLID S1606011205 Blouse short sleeve keyhole neck
Green
XS-L
$16.25
$65.00
SPRING
TOP
WOVEN
PRINT&SOLID S1606011203 Blouse short sleeve keyhole neck
Purple
XS-L
$16.25
$65.00
SPRING
TOP
WOVEN
PRINT&SOLID S1607011207 Blouse sleeveless with tube v neck
Blue
XS-L
$16.25
$65.00
SPRING
TOP
WOVEN
Grey
XS-L
$17.50
$70.00
S1608011204 Blouse sleeveless boat neck
SPRING
TOP
WOVEN
SOLID
S1609011107 Tank top sweetheart neck spaghetti strap
Pink
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1609011105 Tank top sweetheart neck spaghetti strap
Grey
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
SOLID
S1610011101 Tank top spaghetti strap
Pastel Blue
XS-L
$15.00
$60.00
SPRING
TOP
WOVEN
S1610011208 Tank top spaghetti strap
Pink
XS-L
$17.50
$70.00
SPRING
BOTTOM
SKIRT
SOLID
S1611021106 Pleated skirt knee length
Purple
XS-L
$15.00
$60.00
SPRING
BOTTOM
SKIRT
SOLID
S1611021102 Pleated skirt knee length
Blue
XS-L
$15.00
$60.00
SPRING
BOTTOM
SKIRT
SOLID
S1611021107 Pleated skirt knee length
Pink
XS-L
$15.00
$60.00
SPRING
BOTTOM
SKIRT
SOLID
S1611021109 Pleated skirt knee length
White
XS-L
$15.00
$60.00
SPRING
BOTTOM
SKIRT
SOLID
S1612021101 A line skirt invisible zipper at back
Pastel Blue
XS-L
$15.00
$60.00
SPRING
BOTTOM
SKIRT
S1612021208 A line skirt invisible zipper at back
Pink
XS-L
$17.50
$70.00
SPRING
BOTTOM
PANTS
SOLID
S1613021103 Short pants high waist invisible zipper at back
Mint
XS-L
$15.00
$60.00
SPRING
BOTTOM
PANTS
SOLID
S1614021103 Short pants overlab high waist
Mint
XS-L
$15.00
$60.00
SPRING
BOTTOM
PANTS
PRINT&SOLID S1614021207 Short pants overlab high waist
Blue
XS-L
$16.25
$65.00
SPRING
BOTTOM
PANTS
SOLID
S1615021105 Culottes knee length sided invisible zipper
Grey
XS-L
$15.00
$60.00
SPRING
BOTTOM
PANTS
SOLID
S1615021104 Culottes knee length sided invisible zipper
Green
XS-L
$15.00
$60.00
SPRING
DRESS
SHIFT
PRINT&SOLID S1616031206 Shift sleeveless v neck dress
Nude
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
SOLID&PRINT S1616031202 Shift sleeveless v neck dress
Mint
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
SOLID
S1617031105 A-line Shift sleeveless boat neck dress
Grey
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
S1617031206 A-line Shift sleeveless boat neck dress
Nude
XS-L
$18.75
$75.00
SPRING
DRESS
SHIFT
S1617031207 A-line Shift sleeveless boat neck dress
Blue
XS-L
$18.75
$75.00
SPRING
DRESS
SHIFT
SOLID
S1618031106 Shift sleeveless boat neck dress
Purple
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
S1618031205 Shift sleeveless boat neck dress
Green
XS-L
$18.75
$75.00
SPRING
DRESS
SHIFT
SOLID
S1619031107 Shift sleeveless dress with pockets
Pink
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
SOLID
S1619031102 Shift sleeveless dress with pockets
Blue
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
SOLID
S1620031104 Shift sleeveless stand collar
Green
XS-L
$17.50
$70.00
SPRING
DRESS
SHIFT
SOLID
S1620031101 Shift sleeveless stand collar
Pastel Blue
XS-L
$17.50
$70.00
S1621031104 Maxi sleeveless crew neck
SPRING
DRESS
MAXI
SOLID
SPRING
DRESS
MAXI
SOLID&PRINT S1621031202 Maxi sleeveless crew neck
SPRING
DRESS
MAXI
SPRING
OUTERWEAR BLAZER
Green
XS-L
$17.50
$70.00
Mint
XS-L
$18.75
$75.00
SOLID&PRINT S1621031206 Maxi sleeveless crew neck
Nude
XS-L
$18.75
$75.00
SOLID
Pastel Blue
XS-L
$22.50
$90.00
S1622041101 Blazer with small buttons
SPRING
OUTERWEAR BLAZER
SOLID
S1622041105 Blazer with small buttons
Grey
XS-L
$22.50
$90.00
SPRING
OUTERWEAR VEST
SOLID
S1623041103 Vest oversize
Mint
XS-L
$20.00
$80.00
S1623041101 Vest oversize
SPRING
OUTERWEAR VEST
SOLID
SPRING
OUTERWEAR VEST
SOLID&PRINT S1623041203 Vest oversize
Pastel Blue
XS-L
$20.00
$80.00
Purple
XS-L
$20.00
$80.00
SPRING
OUTERWEAR VEST
SOLID
S1624041107 Vest sided pocket
Pink
XS-L
$20.00
$80.00
SPRING
OUTERWEAR VEST
SOLID&PRINT S1624041205 Vest sided pocket
Grey
XS-L
$20.00
$80.00
FALL
TOP
WOVEN
SOLID
F1601011101 Top sleeveless different length
B&W
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
PRINT&SOLID F1601011204 Top sleeveless different length
Nude
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
PRINT&SOLID F1601011211 Top sleeveless different length
Turquoise
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
B&W
XS-L
$15.00
$60.00
F1602011101 Top sleeveless pleat bodice
FALL
TOP
WOVEN
PRINT&SOLID F1602011206 Top sleeveless pleat bodice 170
Pastel Purple
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1603011103 Blouse boat neck diagonal edge
White
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1603011102 Blouse boat neck diagonal edge
Black
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1604011109 Crop top sleeveless pleat layer
Grey
XS-L
$15.00
$60.00
75%
IMU %
Projected Projected SEASON annual $ unit sales $ sales
Sizes
Target COG
Target Retail
XS-L
$15.00
$60.00
50
XS-L
$15.00
$60.00
50
XS-L
$15.00
$60.00
e
XS-L
$15.00
e
XS-L
Spring/Summer
100%
Fall Winter
100%
Limited
0%
Total Units
Total COGS
Total Retail
$1,650
50
$750
$3,000
$1,650
50
$750
$3,000
$413
$1,650
50
$750
$3,000
28
$413
$1,650
50
$750
$3,000
$1,500
36
$536
$2,145
65
$975
$3,900
$375
$1,500
36
$536
$2,145
65
$975
$3,900
25
$406
$1,625
36
$581
$2,324
65
$1,056
$4,225
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
$4,225.00
25
$406
$1,625
36
$581
$2,324
65
$1,056
$4,225
65
$4,225.00
25
$406
$1,625
36
$581
$2,324
65
$1,056
$4,225
$65.00
55
$3,575.00
25
$406
$1,625
30
$492
$1,966
55
$894
$3,575
$16.25
$65.00
55
$3,575.00
25
$406
$1,625
30
$492
$1,966
55
$894
$3,575
$16.25
$65.00
50
$3,250.00
25
$406
$1,625
28
$447
$1,788
50
$813
$3,250
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
30
$529
$2,118
55
$963
$3,850
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
30
$529
$2,118
55
$963
$3,850
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$17.50
$70.00
50
$3,500.00
25
$438
$1,750
28
$481
$1,925
50
$875
$3,500
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
30
$454
$1,815
55
$825
$3,300
XS-L
$16.25
$65.00
50
$3,250.00
25
$406
$1,625
28
$447
$1,788
50
$813
$3,250
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
28
$413
$1,650
50
$750
$3,000
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
28
$413
$1,650
50
$750
$3,000
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
XS-L
$18.75
$75.00
55
$4,125.00
25
$469
$1,875
30
$567
$2,269
55
$1,031
$4,125
XS-L
$18.75
$75.00
65
$4,875.00
25
$469
$1,875
36
$670
$2,681
65
$1,219
$4,875
e
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
30
$529
$2,118
55
$963
$3,850
n
XS-L
$18.75
$75.00
55
$4,125.00
25
$469
$1,875
30
$567
$2,269
55
$1,031
$4,125
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
30
$529
$2,118
55
$963
$3,850
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
30
$529
$2,118
55
$963
$3,850
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
36
$626
$2,503
65
$1,138
$4,550
XS-L
$18.75
$75.00
65
$4,875.00
25
$469
$1,875
36
$670
$2,681
65
$1,219
$4,875
XS-L
$18.75
$75.00
55
$4,125.00
25
$469
$1,875
30
$567
$2,269
55
$1,031
$4,125
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
30
$681
$2,723
55
$1,238
$4,950
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
30
$681
$2,723
55
$1,238
$4,950
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
l Blue
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
e
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
0
$0
$0
50
$750
$3,000
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
0
$0
$0
50
$750
$3,000
oise
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
0
$0
$0
50
$750
$3,000
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
l Purple
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
171 $0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
Min Units
Min COG
Min Retail
$3,000.00
25
$375
$1,500
28
$413
$3,000.00
25
$375
$1,500
28
$413
50
$3,000.00
25
$375
$1,500
28
$60.00
50
$3,000.00
25
$375
$1,500
$15.00
$60.00
65
$3,900.00
25
$375
XS-L
$15.00
$60.00
65
$3,900.00
25
XS-L
$16.25
$65.00
65
$4,225.00
XS-L
$17.50
$70.00
65
XS-L
$16.25
$65.00
65
XS-L
$16.25
$65.00
n
XS-L
$16.25
e
XS-L XS-L
Color
e
l Blue
l Blue
e
l Blue
n
n
l Blue
n
l Blue
Opening Opening Opening Units COG Retial
FINANCIAL PLAN AND ANALYSIS
CHAPTER 8
SPRING
OUTERWEAR BLAZER
SOLID
S1622041101 Blazer with small buttons
Pastel Blue
XS-L
$22.50
$90.00
SPRING
OUTERWEAR BLAZER
SOLID
S1622041105 Blazer with small buttons
Grey
XS-L
$22.50
$90.00
SPRING
OUTERWEAR VEST
SOLID
S1623041103 Vest oversize
Mint
XS-L
$20.00
$80.00
SPRING
OUTERWEAR VEST
SOLID
S1623041101 Vest oversize
Pastel Blue
XS-L
$20.00
$80.00
SPRING
OUTERWEAR VEST
SOLID&PRINT S1623041203 Vest oversize
Purple
XS-L
$20.00
$80.00
SPRING
OUTERWEAR VEST
SOLID
Pink
XS-L
$20.00
$80.00
S1624041107 Vest sided pocket
SPRING
OUTERWEAR VEST
SOLID&PRINT S1624041205 Vest sided pocket
Grey
XS-L
$20.00
$80.00
FALL
TOP
SOLID
B&W
XS-L
$15.00
$60.00
WOVEN
F1601011101 Top sleeveless different length
FALL
TOP
WOVEN
PRINT&SOLID F1601011204 Top sleeveless different length
Nude
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
PRINT&SOLID F1601011211 Top sleeveless different length
Turquoise
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
FALL
TOP
WOVEN
PRINT&SOLID F1602011206 Top sleeveless pleat bodice
F1602011101 Top sleeveless pleat bodice
B&W
XS-L
$15.00
$60.00
Pastel Purple
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1603011103 Blouse boat neck diagonal edge
White
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1603011102 Blouse boat neck diagonal edge
Black
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1604011109 Crop top sleeveless pleat layer
Grey
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1604011103 Crop top sleeveless pleat layer
White
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1604011101 Crop top sleeveless pleat layer
B&W
XS-L
$16.25
$65.00
FALL
TOP
WOVEN
SOLID
F1605011108 Crop top shortsleeve open back
Light Grey
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
F1605011202 Crop top shortsleeve open back
Black
XS-L
$16.25
$65.00
FALL
TOP
WOVEN
SOLID
F1606011110 Crop top longsleeve open back
Light Turquoise
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
F1606011203 Crop top longsleeve open back
White
XS-L
$16.25
$65.00
FALL
TOP
WOVEN
SOLID
F1607011111 Halter crop sleeveless stand collar
Turquoise
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1607011108 Halter crop sleeveless stand collar
Light Grey
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1608011107 Halter crop sleeveless
Purple
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1608011108 Halter crop sleeveless
Light Grey
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1609011104 Tank top one strap
Nude
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
SOLID
F1609011109 Tank top one strap
Grey
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
F1610011206 Pullover wide bodice
Pastel Purple
XS-L
$15.00
$60.00
FALL
TOP
WOVEN
F1610011203 Pullover wide bodice
White
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1611021103 Highwaist 3/4 pants
White
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1611021108 Highwaist 3/4 pants
Light Grey
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1612021102 Highwaist slacks
Black
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1612021103 Highwaist slacks
White
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1612021109 Highwaist slacks
Grey
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1613021105 Pencil skirt
Light purple
XS-L
$16.25
$65.00
FALL
BOTTOM
WOVEN
SOLID
F1613021103 Pencil skirt
White
XS-L
$16.25
$65.00
FALL
BOTTOM
WOVEN
F1613021202 Pencil skirt
Black
XS-L
$16.25
$65.00
FALL
BOTTOM
WOVEN
SOLID
F1614021108 Short skirt
Light Grey
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1614021104 Short skirt
Nude
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1614021110 Short skirt
Light Turquoise
XS-L
$17.50
$70.00
FALL
BOTTOM
WOVEN
SOLID
F1615021102 Pleat trousers
Black
XS-L
$17.50
$70.00
FALL
BOTTOM
WOVEN
SOLID
F1615021103 Pleat trousers
White
XS-L
$17.50
$70.00
FALL
BOTTOM
WOVEN
SOLID
F1616021111 Short pants
Turquoise
XS-L
$15.00
$60.00
FALL
BOTTOM
WOVEN
SOLID
F1616021107 Short pants
Purple
XS-L
$17.50
$70.00
FALL
BOTTOM
WOVEN
F1616021206 Short pants
Pastel Purple
XS-L
$17.50
$70.00
F1617031101 Shift dress sleeveless different length
FALL
DRESS
WOVEN
SOLID
FALL
DRESS
WOVEN
PRINT&SOLID F1617031205 Shift dress sleeveless different length
B&W
XS-L
$17.50
$70.00
Light purple
XS-L
$18.75
$75.00
FALL
DRESS
WOVEN
F1617031208 Shift dress sleeveless different length
Light Grey
XS-L
$18.75
$75.00
FALL
DRESS
WOVEN
SOLID
F1618031111 Tank dress
Turquoise
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1618031105 Tank dress
Light purple
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1619031109 Maxi dress spaghetti strap
Grey
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1619031108 Maxi dress spaghetti strap
Light Grey
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1619031103 Maxi dress spaghetti strap
White
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1620031102 Maxi dress spaghetti cross strap
Black
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
F1620031208 Maxi dress spaghetti cross strap
Light Grey
XS-L
$18.75
$75.00
FALL
DRESS
WOVEN
SOLID
F1621031102 Shift dress short sleeve
Black
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1621031105 Shift dress short sleeve
Light purple
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1622031103 Shift dress 3/4 sleeve
White
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1622031107 Shift dress 3/4 sleeve
Purple
XS-L
$17.50
$70.00
FALL
OUTERWEAR WOVEN
SOLID
F1623041106 Oversize blazer
Pastel Purple
XS-L
$22.50
$90.00
FALL
OUTERWEAR WOVEN
SOLID
F1623041102 Oversize blazer
Black
XS-L
$22.50
$90.00
FALL
OUTERWEAR WOVEN
SOLID
F1623041103 Oversize blazer
White
XS-L
$22.50
$90.00
FALL
OUTERWEAR WOVEN
SOLID
F1624041102 Blazer
Black
XS-L
$20.00
$80.00
FALL
OUTERWEAR WOVEN
SOLID
F1624041103 Blazer
White
XS-L
$20.00
$80.00
F1624041109 Blazer
FALL
OUTERWEAR WOVEN
SOLID
LIMITED
TOP
SOLID&PRINT L1601011201 Crop top sleeveless crew neck
WOVEN
Grey
XS-L
$20.00
$80.00
Pastel Blue
XS-L
$19.75
$79.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1601011202 Crop top sleeveless crew neck
Mint
XS-L
$19.75
$79.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1602011208 Blouse kimono sleeve boat neck
Pink
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
PRINT&SOLID L1603011204 Tube top with diagonal zipper
Grey
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
PRINT&SOLID L1603011205 Tube top with diagonal zipper
Green
XS-L
$18.75
$75.00
LIMITED
BOTTOM
PANTS
PRINT&SOLID L1604021201 Layer short pants (take off layer parts)
Pastel Blue
XS-L
$19.75
$79.00
LIMITED
BOTTOM
PANTS
PRINT&SOLID L1604021202 Layer short pants (take off layer parts)
Mint
XS-L
$19.75
$79.00
172
l Blue
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
30
$681
$2,723
55
$1,238
$4,950
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
30
$681
$2,723
55
$1,238
$4,950
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
l Blue
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
e
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
XS-L
$20.00
$80.00
50
$4,000.00
25
$500
$2,000
28
$550
$2,200
50
$1,000
$4,000
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
0
$0
$0
50
$750
$3,000
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
0
$0
$0
50
$750
$3,000
oise
XS-L
$15.00
$60.00
50
$3,000.00
25
$375
$1,500
0
$0
$0
50
$750
$3,000
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
l Purple
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$16.25
$65.00
65
$4,225.00
25
$406
$1,625
0
$0
$0
65
$1,056
$4,225
Grey
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600
XS-L
$16.25
$65.00
60
$3,900.00
25
$406
$1,625
0
$0
$0
60
$975
$3,900
Turquoise
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600
XS-L
$16.25
$65.00
60
$3,900.00
25
$406
$1,625
0
$0
$0
60
$975
$3,900
oise
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600 $3,600
Grey
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
e
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600
Grey
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600
XS-L
$15.00
$60.00
60
$3,600.00
25
$375
$1,500
0
$0
$0
60
$900
$3,600
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
0
$0
$0
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
0
$0
$0
55
$825
$3,300
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
0
$0
$0
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
0
$0
$0
55
$825
$3,300
XS-L
$15.00
$60.00
55
$3,300.00
25
$375
$1,500
0
$0
$0
55
$825
$3,300
XS-L
$16.25
$65.00
65
$4,225.00
25
$406
$1,625
0
$0
$0
65
$1,056
$4,225
XS-L
$16.25
$65.00
65
$4,225.00
25
$406
$1,625
0
$0
$0
65
$1,056
$4,225
XS-L
$16.25
$65.00
65
$4,225.00
25
$406
$1,625
0
$0
$0
65
$1,056
$4,225
Grey
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
Turquoise
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
0
$0
$0
65
$1,138
$4,550
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
0
$0
$0
55
$963
$3,850
XS-L
$17.50
$70.00
55
$3,850.00
25
$438
$1,750
0
$0
$0
55
$963
$3,850
XS-L
$15.00
$60.00
65
$3,900.00
25
$375
$1,500
0
$0
$0
65
$975
$3,900
l Purple
Grey
purple
oise
e
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
0
$0
$0
65
$1,138
$4,550
l Purple
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
0
$0
$0
65
$1,138
$4,550
XS-L
$17.50
$70.00
65
$4,550.00
25
$438
$1,750
0
$0
$0
65
$1,138
$4,550
purple
XS-L
$18.75
$75.00
65
$4,875.00
25
$469
$1,875
0
$0
$0
65
$1,219
$4,875
Grey
XS-L
$18.75
$75.00
65
$4,875.00
25
$469
$1,875
0
$0
$0
65
$1,219
$4,875
oise
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
purple
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
Grey
XS-L
$18.75
$75.00
60
$4,500.00
25
$469
$1,875
0
$0
$0
60
$1,125
$4,500
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
purple
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200 $4,200
Grey
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
e
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
l Purple
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
0
$0
$0
55
$1,238
$4,950
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
0
$0
$0
55
$1,238
$4,950
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
0
$0
$0
55
$1,238
$4,950
XS-L
$20.00
$80.00
55
$4,400.00
25
$500
$2,000
0
$0
$0
55
$1,100
$4,400
XS-L
$20.00
$80.00
55
$4,400.00
25
$500
$2,000
0
$0
$0
55
$1,100
$4,400
XS-L
$20.00
$80.00
55
$4,400.00
25
$500
$2,000
0
$0
$0
55
$1,100
$4,400
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
l Blue
n
l Blue
173
FINANCIAL PLAN AND ANALYSIS
FALL
DRESS
WOVEN
SOLID
F1619031109 Maxi dress spaghetti strap
Grey
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1619031108 Maxi dress spaghetti strap
Light Grey
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1619031103 Maxi dress spaghetti strap
White
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1620031102 Maxi dress spaghetti cross strap
Black
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
F1620031208 Maxi dress spaghetti cross strap
Light Grey
XS-L
$18.75
$75.00
FALL
DRESS
WOVEN
SOLID
F1621031102 Shift dress short sleeve
Black
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1621031105 Shift dress short sleeve
Light purple
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1622031103 Shift dress 3/4 sleeve
White
XS-L
$17.50
$70.00
FALL
DRESS
WOVEN
SOLID
F1622031107 Shift dress 3/4 sleeve
Purple
XS-L
$17.50
$70.00
FALL
OUTERWEAR WOVEN
SOLID
F1623041106 Oversize blazer
Pastel Purple
XS-L
$22.50
$90.00
FALL
OUTERWEAR WOVEN
SOLID
F1623041102 Oversize blazer
Black
XS-L
$22.50
$90.00
FALL
OUTERWEAR WOVEN
SOLID
F1623041103 Oversize blazer
White
XS-L
$22.50
$90.00
FALL
OUTERWEAR WOVEN
SOLID
F1624041102 Blazer
Black
XS-L
$20.00
$80.00
FALL
OUTERWEAR WOVEN
SOLID
F1624041103 Blazer
White
XS-L
$20.00
$80.00
F1624041109 Blazer
FALL
OUTERWEAR WOVEN
SOLID
LIMITED
TOP
SOLID&PRINT L1601011201 Crop top sleeveless crew neck
WOVEN
XS-L
$20.00
$80.00
XS-L
$19.75
$79.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1601011202 Crop top sleeveless crew neck
Mint
XS-L
$19.75
$79.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1602011208 Blouse kimono sleeve boat neck
Pink
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
PRINT&SOLID L1603011204 Tube top with diagonal zipper
Grey
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
PRINT&SOLID L1603011205 Tube top with diagonal zipper
Green
XS-L
$18.75
$75.00
LIMITED
BOTTOM
PANTS
PRINT&SOLID L1604021201 Layer short pants (take off layer parts)
Pastel Blue
XS-L
$19.75
$79.00
LIMITED
BOTTOM
PANTS
PRINT&SOLID L1604021202 Layer short pants (take off layer parts)
Mint
XS-L
$19.75
$79.00
LIMITED
BOTTOM
SKIRT
PRINT&SOLID L1605021204 Pencil skirt with zipper
Grey
XS-L
$18.75
$75.00
LIMITED
BOTTOM
SKIRT
PRINT&SOLID L1605021205 Pencil skirt with zipper
Green
XS-L
$18.75
$75.00
LIMITED
BOTTOM
PANTS
SOLID&PRINT L1606021208 Short pants high waist
Pink
XS-L
$18.75
$75.00
LIMITED
DRESS
SHIFT
SOLID&PRINT L1607031203 Shift short sleeve crew neck dress
Purple
XS-L
$22.50
$90.00
LIMITED
DRESS
MAXI
SOLID
Grey
XS-L
$22.50
$90.00
LIMITED
DRESS
MAXI
LIMITED
OUTERWEAR BOLERO
L1608031105 Maxi sleeveless with zippers
PRINT&SOLID L1608031207 Maxi sleeveless with zippers
Blue
XS-L
$22.50
$90.00
PRINT&SOLID L1609041208 Bolero with inside zipper
Pink
XS-L
$25.00
$100.0
$100.0
LIMITED
OUTERWEAR BOLERO
PRINT&SOLID L1609041201 Bolero with inside zipper
Pastel Blue
XS-L
$25.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1610011204 Oxford with tie
Black
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1610011203 Oxford with tie
White
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1611011206 Wide bodice sleeveless stand collar crop top
Light Grey
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
SOLID&PRINT L1611011205 Wide bodice sleeveless stand collar crop top
Nude
XS-L
$18.75
$75.00
LIMITED
TOP
WOVEN
L1612011201 Long sleeve blouse with belt
Turquoise
XS-L
$20.00
$80.00
LIMITED
TOP
WOVEN
L1612011202 Long sleeve blouse with belt
Purple
XS-L
$20.00
$80.00
LIMITED
BOTTOM
SKIRT
SOLID&PRINT L1613021206 Two layers pencil skirt
Light Grey
XS-L
$18.75
$75.00
LIMITED
BOTTOM
SKIRT
SOLID&PRINT L1613021205 Two layers pencil skirt
Nude
XS-L
$18.75
$75.00
LIMITED
BOTTOM
SKIRT
L1614021201 Mini skirt
Turquoise
XS-L
$17.50
$70.00
LIMITED
BOTTOM
SKIRT
L1614021202 Mini skirt
Purple
XS-L
$20.00
$80.00
LIMITED
BOTTOM
SKIRT
SOLID
L1614021102 Long pencil skirt with zipper
Black
XS-L
$17.50
$70.00
LIMITED
BOTTOM
SKIRT
SOLID
L1614021103 Long pencil skirt with zipper
White
XS-L
$17.50
$70.00
LIMITED
DRESS
SHIRTDRESSSOLID
L1615031101 Long sleeve shirt dress with fringed collar
B&W
XS-L
$18.75
$75.00
LIMITED
DRESS
SHIRTDRESSSOLID&PRINT L1615031205 Long sleeve shirt dress with fringed collar
Nude
XS-L
$20.00
$80.00
LIMITED
DRESS
SHEATH
White
XS-L
$18.75
$75.00
SOLID
L1616031103 3/4 sleeve plunging sheath dress with zippers
LIMITED
DRESS
SHEATH
SOLID
L1616031104 3/4 sleeve plunging sheath dress with zippers
Nude
XS-L
$18.75
$75.00
LIMITED
DRESS
SHEATH
L1617031201 Two layers above knee length sheath dress
Turquoise
XS-L
$21.25
$85.00
LIMITED
DRESS
SHEATH
L1617031202 Two layers above knee length sheath dress
Purple
XS-L
$21.25
$85.00
LIMITED
OUTERWEAR BLAZER
SOLID
L1618041103 Blazer
White
XS-L
$20.00
$80.00
L1618041109 Blazer
LIMITED
OUTERWEAR BLAZER
SOLID
Grey
XS-L
$20.00
$80.00
LIMITED
OUTERWEAR VEST
SOLID&PRINT L1619041202 Vest with butterfly collar
Purple
XS-L
$21.25
$85.00
OUTERWEAR VEST
SOLID&PRINT L1619041206 Vest with butterfly collar
Light Grey
XS-L
$21.25
$85.00
LIMITED
Totals
SPRING FALL LIMITED
CHAPTER 8
Grey Pastel Blue
174
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
Grey
XS-L
$18.75
$75.00
60
$4,500.00
25
$469
$1,875
0
$0
$0
60
$1,125
$4,500
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
purple
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200 $4,200
Grey
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
e
XS-L
$17.50
$70.00
60
$4,200.00
25
$438
$1,750
0
$0
$0
60
$1,050
$4,200
l Purple
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
0
$0
$0
55
$1,238
$4,950
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
0
$0
$0
55
$1,238
$4,950
XS-L
$22.50
$90.00
55
$4,950.00
25
$563
$2,250
0
$0
$0
55
$1,238
$4,950
XS-L
$20.00
$80.00
55
$4,400.00
25
$500
$2,000
0
$0
$0
55
$1,100
$4,400
XS-L
$20.00
$80.00
55
$4,400.00
25
$500
$2,000
0
$0
$0
55
$1,100
$4,400
XS-L
$20.00
$80.00
55
$4,400.00
25
$500
$2,000
0
$0
$0
55
$1,100
$4,400
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$19.75
$79.00
40
$3,160.00
25
$494
$1,975
29
$573
$2,291
40
$790
$3,160
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
25
$469
$1,875
35
$656
$2,625
XS-L
$22.50
$90.00
35
$3,150.00
25
$563
$2,250
25
$563
$2,250
35
$788
$3,150
XS-L
$22.50
$90.00
40
$3,600.00
25
$563
$2,250
29
$653
$2,610
40
$900
$3,600
XS-L
$22.50
$90.00
35
$3,150.00
25
$563
$2,250
25
$563
$2,250
35
$788
$3,150
XS-L
$25.00
$100.00
35
$3,500.00
25
$625
$2,500
25
$625
$2,500
35
$875
$3,500
XS-L
$25.00
$100.00
35
$3,500.00
25
$625
$2,500
25
$625
$2,500
35
$875
$3,500
XS-L
$18.75
$75.00
40
$3,000.00
25
$469
$1,875
29
$544
$2,175
40
$750
$3,000
XS-L
$18.75
$75.00
40
$3,000.00
25
$469
$1,875
29
$544
$2,175
40
$750
$3,000
Grey
XS-L
$18.75
$75.00
30
$2,250.00
25
$469
$1,875
0
$0
$0
30
$563
$2,250
XS-L
$18.75
$75.00
30
$2,250.00
25
$469
$1,875
0
$0
$0
30
$563
$2,250
oise
XS-L
$20.00
$80.00
25
$2,000.00
25
$500
$2,000
0
$0
$0
25
$500
$2,000
l Blue
n
l Blue
n
e
l Blue
e
XS-L
$20.00
$80.00
25
$2,000.00
25
$500
$2,000
0
$0
$0
25
$500
$2,000
Grey
XS-L
$18.75
$75.00
30
$2,250.00
25
$469
$1,875
0
$0
$0
30
$563
$2,250
XS-L
$18.75
$75.00
30
$2,250.00
25
$469
$1,875
0
$0
$0
30
$563
$2,250
oise
XS-L
$17.50
$70.00
25
$1,750.00
25
$438
$1,750
0
$0
$0
25
$438
$1,750
e
XS-L
$20.00
$80.00
25
$2,000.00
25
$500
$2,000
0
$0
$0
25
$500
$2,000
XS-L
$17.50
$70.00
40
$2,800.00
25
$438
$1,750
0
$0
$0
40
$700
$2,800
XS-L
$17.50
$70.00
40
$2,800.00
25
$438
$1,750
0
$0
$0
40
$700
$2,800
XS-L
$18.75
$75.00
40
$3,000.00
25
$469
$1,875
0
$0
$0
40
$750
$3,000
XS-L
$20.00
$80.00
40
$3,200.00
25
$500
$2,000
0
$0
$0
40
$800
$3,200
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
0
$0
$0
35
$656
$2,625
XS-L
$18.75
$75.00
35
$2,625.00
25
$469
$1,875
0
$0
$0
35
$656
$2,625
oise
XS-L
$21.25
$85.00
40
$3,400.00
25
$531
$2,125
0
$0
$0
40
$850
$3,400
e
XS-L
$21.25
$85.00
40
$3,400.00
25
$531
$2,125
0
$0
$0
40
$850
$3,400
XS-L
$20.00
$80.00
25
$2,000.00
25
$500
$2,000
0
$0
$0
25
$500
$2,000
XS-L
$20.00
$80.00
25
$2,000.00
25
$500
$2,000
0
$0
$0
25
$500
$2,000
e
XS-L
$21.25
$85.00
25
$2,125.00
25
$531
$2,125
0
$0
$0
25
$531
$2,125
Grey
XS-L
$21.25
$85.00
25
$2,125.00
25
$531
$2,125
0
$0
$0
25
$531
$2,125
6,310
$62,663 $250,650
1,922
$34,347 $137,387
7,420
$128,748 514,990
69 20
1411
1 14
175
FINANCIAL PLAN AND ANALYSIS
year one GM% IMU% year 2 growth year 3 growth
71.2% 75.0% 25.0% 25.0% Jan-Yr0
BOM
1.0%
Feb-Yr1
Mar-Yr1
Apr-Yr1
$137,387
$124,390
$101,932
May-Yr1 $96,654
Jun-Yr1 $121,988
Jul-Yr $153,118
Aug-Yr1
Sep-Yr1
Oct
$162,710
$141,690
$12
Net Sales COGS GM$ GM%
$45,688 $59,008 $32,691 $32,691 $36,550 $27,412.5 $58,025.0 $67,680.0 $37, $ 13,135 $ 16,965 $ 9,399 $ 9,399 $ 10,508 $ 7,881 $ 16,682 $ 19,458 $ 10 $32,552 $42,043 $23,292 $23,292 $26,042 $19,531 $41,343 $48,222 $2 71.3% 71.3% 71.3% 71.3% 71.3% 71.3% 71.3% 71.3% 7
MD$ MD%
$6,853.13 $8,851.20 $4,903.65 $4,903.65 $5,482.50 $4,111.88 $8,703.75 $10,152.00 $5,55 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 15.0% 1
Purchases -Retail $137,387 Purchases -Cost $34,347 Shrinkage EOM
$137,387
Avg Stk Stk:Sls Turn
BOM
$40,001 $14,881
$45,991 $17,589
$32,643 $11,804
$63,256 $20,605
$73,528 $23,844
$41,391 $13,928
$46,289 $17,139
$57,249 $22,048
$4 $1
$457
$590
$327
$327
$366
$274
$580
$677
$124,390
$101,932
$96,654
$121,988
$153,118
$162,710
$141,690
$120,430
$11
$130,888 3.0
$113,161 2.1
$99,293 3.1
$109,321 3.0
$137,553 3.3
$157,914 5.6
$152,200 2.8
$131,060 2.1
$11 3.
Feb-Yr2
Mar-Yr2
Apr-Yr2
May-Yr2
Jun-Yr2
Jul-Yr2
Aug-Yr2
Sep-Yr2
Oct
$171,733
$135,056
$104,571
$103,684
$116,219
$149,097
$180,259
$153,984
$12
Net Sales COGS GM$ GM%
$57,109 $73,760 $40,864 $40,864 $45,688 $34,266 $72,531 $84,600 $4 $ 18,561 $ 23,972 $ 13,281 $ 13,281 $ 14,849 $ 11,137 $ 23,573 $ 27,495 $ 15 $38,549 $49,788 $27,583 $27,583 $30,839 $23,129 $48,958 $57,105 $3 67.5% 67.5% 67.5% 67.5% 67.5% 67.5% 67.5% 67.5% 6
MD$ MD%
$5,710.94 $7,376.00 $4,086.38 $4,086.38 $4,568.75 $3,426.56 $7,253.13 $8,460.00 $4,62 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 10.0% 1
Purchases -Retail Purchases -Cost
$26,714 $20,035
$51,389 $38,542
$44,472 $33,354
$57,893 $43,420
$83,591 $62,693
$69,197 $51,898
$54,235 $40,676
$61,447 $46,085
$571
$738
$409
$409
$457
$343
$725
$846
EOM
$135,056
$104,571
$103,684
$116,219
$149,097
$180,259
$153,984
$121,525
$12
Avg Stk Stk:Sls Turn
$153,394 3.0
$119,813 1.8
$104,128 2.6
$109,951 2.5
$132,658 2.5
$164,678 4.4
$167,122 2.5
$137,755 1.8
$12 2.
Feb-Yr3
Mar-Yr3
Apr-Yr3
May-Yr3
Jun-Yr3
Jul-Yr3
Aug-Yr3
Sep-Yr3
Oct
$189,127
$143,280
$102,159
$108,189
$133,496
$196,414
$163,570
$11
Shrinkage
BOM
$99,941
$5 $4
Net Sales COGS GM$ GM%
$71,387 $92,200 $51,080 $51,080 $57,109 $42,832 $90,664 $105,750 $5 $ 24,718 $ 31,924 $ 17,687 $ 17,687 $ 19,774 $ 14,831 $ 31,393 $ 36,616 $ 20 $46,669 $60,276 $33,393 $33,393 $37,335 $28,001 $59,271 $69,134 $3 65.4% 65.4% 65.4% 65.4% 65.4% 65.4% 65.4% 65.4% 6
MD$ MD%
$3,569.34 $4,610.00 $2,553.98 $2,553.98 $2,855.47 $2,141.60 $4,533.20 $5,287.50 $2,89 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0% 5.0%
Purchases -Retail Purchases -Cost
$29,823 $22,367
$56,612 $42,459
$60,174 $45,131
$45,897 $34,423
$94,091 $70,568
$108,320 $81,240
$63,260 $47,445
$64,165 $48,124
$714
$922
$511
$511
$571
$428
$907
$1,058
EOM
$143,280
$102,159
$108,189
$99,941
$133,496
$196,414
$163,570
$115,641
$13
Avg Stk Stk:Sls Turn
$166,203 2.6
$122,720 1.6
$105,174 2.0
$104,065 2.1
$116,719 1.8
$164,955 3.1
$179,992 2.2
$139,605 1.5
$12 2.
Shrinkage
CHAPTER 8
shrink %
176
$7 $5
-Yr
Aug-Yr1
Sep-Yr1
Oct-Yr1
Nov-Yr1
Dec-Yr1
Jan-Yr1
Q1-Yr1
3,118
$162,710
$141,690
$120,430
$118,240
$138,344
$165,684
$137,387
412.5 $58,025.0 $67,680.0 $37,005.0 $37,005.0 $46,420.0 $34,815.0 ,881 $ 16,682 $ 19,458 $ 10,639 $ 10,176 $ 13,926 $ 10,009 9,531 $41,343 $48,222 $26,366 $26,829 $32,494 $24,806 1.3% 71.3% 71.3% 71.3% 72.5% 70.0% 71.3%
11.88 $8,703.75 $10,152.00 $5,550.75 $3,700.50 $9,284.00 $5,222.25 5.0% 15.0% 15.0% 15.0% 10.0% 20.0% 15.0%
Q2-Yr1
Q3-Yr1
Q4-Yr1
Yr1 Total
$96,654
$162,710
$118,240
$137,387 $39,499 $97,888 71.3%
$96,654 $27,788 $68,866 71.3%
$162,710 $46,779 $115,931 71.3%
$118,240 $34,112 $84,128 71.2%
$514,990 $148,177 $366,813 71.2%
$20,608 15.0%
$14,498 15.0%
$24,407 15.0%
$18,207 15.4%
$77,719 15.1%
1,391 3,928
$46,289 $17,139
$57,249 $22,048
$40,736 $14,450
$61,180 $21,614
$83,508 $31,283
$46,434 $17,459
$256,022 $78,621
$178,175 $58,378
$144,274 $53,637
$191,122 $70,356
$769,592 $260,991
$274
$580
$677
$370
$370
$464
$348
$131,684
$70,907
$168,415
$90,685
$461,690
2,710
$141,690
$120,430
$118,240
$138,344
$165,684
$171,733
$96,654
$162,710
$118,240
$171,733
7,914 .6
$152,200 2.8
$131,060 2.1
$119,335 3.3
$128,292 3.2
$152,014 3.0
$168,709 4.8
$115,091
$133,617
$135,768
$148,500
$137,345
1.2
0.7
1.2
0.8
3.75
Yr2
Aug-Yr2
Sep-Yr2
Oct-Yr2
Nov-Yr2
Dec-Yr2
Jan-Yr2
Q1-Yr2
Q2-Yr2
Q3-Yr2
Q4-Yr2
9,097
$180,259
$153,984
$121,525
$126,041
$137,237
$161,005
$171,733
$103,684
$180,259
$126,041
Yr2 Total
4,266 $72,531 $84,600 $46,256 $46,256 $58,025 $43,519 $171,733 $120,817 $203,388 $147,800 $643,738 ,137 $ 23,573 $ 27,495 $ 15,033 $ 14,744 $ 19,221 $ 14,144 $ 55,813 $ 39,266 $ 66,101 $ 48,109 $209,288 3,129 $48,958 $57,105 $31,223 $31,512 $38,804 $29,375 $115,919 $81,551 $137,286 $99,691 $434,447 7.5% 67.5% 67.5% 67.5% 68.1% 66.9% 67.5% 67.5% 67.5% 67.5% 67.4% 67.5%
26.56 $7,253.13 $8,460.00 $4,625.63 $2,312.81 $8,703.75 $4,351.88 0.0% 10.0% 10.0% 10.0% 5.0% 15.0% 10.0%
$17,173 10.0%
$12,082 10.0%
$20,339 10.0%
$15,368 10.4%
$64,962 10.1%
9,197 1,898
$54,235 $40,676
$61,447 $46,085
$55,860 $41,895
$60,228 $45,171
$91,077 $68,308
$76,427 $57,320
$122,575 $91,931
$210,682 $158,012
$171,541 $128,656
$227,732 $170,799
$732,531 $549,398
$343
$725
$846
$463
$463
$580
$435
$131,684
$70,907
$168,415
$90,685
$461,690
0,259
$153,984
$121,525
$126,041
$137,237
$161,005
$189,127
$103,684
$180,259
$126,041
$189,127
4,678 .4
$167,122 2.5
$137,755 1.8
$123,783 2.6
$131,639 2.7
$149,121 2.4
$175,066 3.7
$128,761
$137,315
$145,452
$153,352
$154,169
1.3
0.9
1.4
1.0
4.18
Yr3
Aug-Yr3
Sep-Yr3
Oct-Yr3
Nov-Yr3
Dec-Yr3
Jan-Yr3
Q1-Yr3
Q2-Yr3
Q3-Yr3
Q4-Yr3
3,496
$196,414
$163,570
$115,641
$130,352
$126,930
$125,785
$189,127
$108,189
$196,414
$130,352
Yr3 Total
2,832 $90,664 $105,750 $57,820 $57,820 $72,531 $54,398 $214,666 $151,021 $254,234 $184,750 $804,672 ,831 $ 31,393 $ 36,616 $ 20,020 $ 19,515 $ 25,749 $ 18,836 $ 74,328 $ 52,291 $ 88,029 $ 64,099 $278,747 8,001 $59,271 $69,134 $37,800 $38,306 $46,782 $35,563 $140,338 $98,730 $166,205 $120,651 $525,924 5.4% 65.4% 65.4% 65.4% 66.2% 64.5% 65.4% 65.4% 65.4% 65.4% 65.3% 65.4%
41.60 $4,533.20 $5,287.50 $2,891.02 $ 5.0% 5.0% 5.0% 5.0%
-00 $7,253.13 $2,719.92 0.0% 10.0% 5.0%
$10,733 5.0%
$7,551 5.0%
$12,712 5.0%
$9,973 5.4%
$40,969 5.1%
8,320 1,240
$63,260 $47,445
$64,165 $48,124
$76,000 $57,000
$54,977 $41,232
$79,365 $59,524
$95,464 $71,598
$146,609 $109,957
$248,307 $186,231
$203,426 $152,569
$229,806 $172,354
$828,148 $621,111
$428
$907
$1,058
$578
$578
$725
$544
$131,684
$70,907
$168,415
$90,685
$461,690
6,414
$163,570
$115,641
$130,352
$126,930
$125,785
$163,587
$108,189
$196,414
$130,352
$163,587
4,955 .1
$179,992 2.2
$139,605 1.5
$122,996 2.0
$128,641 2.3
$126,357 1.8
$144,686 2.3
$135,689
$134,510
$151,494
$136,663
$157,534
1.6
1.1
1.7
1.4
5.11
177
FINANCIAL PLAN AND ANALYSIS
Year 1 BOM
$137,387
Sales $514,990 Purchases $769,592
CHAPTER 8
$171,733
Avg Inv Turn
$137,345 3.75
Q1-Yr2
Q2-Yr2
$171,733
$103,684
Q1-Yr1
Q2-Yr1
Q3-Yr1
Q4-Yr1
BOM Inventory
$137,387
$96,654
$162,710
$118,240
Total Net Sales COGS GM$ GM%
$137,387 $39,499 $97,888 71.3%
$96,654 $27,788 $68,866 71.3%
$162,710 $46,779 $115,931 71.3%
$118,240 $34,112 $84,128 71.2%
$514,990 $148,177 $366,813 71.2%
$171,733 $55,813 $115,919 67.5%
$120,817 $39,266 $81,551 67.5%
Purchases -Retail Purchases -Cost
$256,022 $78,621
$178,175 $58,378
$144,274 $53,637
$191,122 $70,356
$769,592 $260,991
$122,575 $91,931
$210,682 $158,012
EOM Inventory
$96,654
$162,710
$118,240
$171,733
$103,684
$180,259
BOM/Avg Inventory $115,091
$133,617
$135,768
$148,500
$137,345
$128,761
$137,315
0.72
1.20
0.80
3.75
1.33
0.88
Turn
1.19
178
Yr1 Total
EOM
Year 1
Year 2
Year 3
$137,387
$171,733
$189,127
Sales $514,990 Purchases $769,592
$643,738 $732,531
$804,672 $828,148
BOM
EOM
$171,733
$189,127
$163,587
Avg Inv Turn
$137,345 3.75
$154,169 4.18
$157,534 5.11
Q1-Yr2
Q2-Yr2
Q3-Yr2
Q4-Yr2
$171,733
$103,684
$180,259
$126,041
$171,733 $55,813 $115,919 67.5%
$120,817 $39,266 $81,551 67.5%
$203,388 $66,101 $137,286 67.5%
$147,800 $48,109 $99,691 67.4%
$122,575 $91,931
$210,682 $158,012
$171,541 $128,656
$227,732 $170,799
$103,684
$180,259
$126,041
$189,127
$128,761
$137,315
$145,452
$153,352
1.33
0.88
1.40
0.96
Yr2 Total
Q1-Yr3
Q2-Yr3
Q3-Yr3
Q4-Yr3
$189,127
$108,189
$196,414
$130,352
$643,738 $209,288 $434,447 67.5%
$214,666 $74,328 $140,338 65.4%
$151,021 $52,291 $98,730 65.4%
$254,234 $88,029 $166,205 65.4%
$184,750 $64,099 $120,651 65.3%
$804,672 $278,747 $525,924 65.4%
$732,531 $549,398
$146,609 $109,957
$248,307 $186,231
$203,426 $152,569
$229,806 $172,354
$828,148 $621,111
$108,189
$196,414
$130,352
$163,587
$154,169
$135,689
$134,510
$151,494
$136,663
$157,534
4.18
1.58
1.12
1.68
1.35
5.11
179
Yr3 Total
FINANCIAL PLAN AND ANALYSIS
Startup Loan/Personal $$
Jan - Yr 0 Feb - Yr 1 Mar - Yr 1 Apr - Yr 1 May - Yr 1 Jun - Yr 1 $128,747
Jul - Yr 1 A
Less: Start-up Capital Expenditures $23,825 Equals: Available Start-up $$
$104,922
Profit or <Loss> (GM$-Expenses)
-$4,316
$11,676
$379
$2,016
$2,360
-$2,130
$
-$3,249
-$5,615
-$1,320
$6,334
$7,783
$2,398
-
Less: Shrink and MDs (cost)
$5,483
$7,081
$3,923
$3,923
$4,386
$3,290
Plus: Depreciation Expense
$364
$364
$364
$364
$364
$364
Less: Principal Payments
$644
$644
$644
$644
$644
$644
Less: Monthly Incr. of Inv ( at Cost)
$34,347
Equals: Monthly Working Cash
-$34,347
-$6,829
$9,930
-$2,504
-$8,520
-$10,089
-$8,098
$
Equals: Monthly Net Cash
$70,575
-$6,829
$9,930
-$2,504
-$8,520
-$10,089
-$8,098
$
Cumulative Net Cash
$70,575
$63,746
$73,676
$71,172
$62,652
$52,563
$44,465
$
Jul $30.00 $166.67 $40.00
$ $ $
Website Online searches (Google) Boost Post Facebook P.O. Box (Blogger) Instagram Influencers Magazine Print ADS (HAMBURGER TH) Magazine Print ADS (L'Officiel TH) Magazine Print ADS (Numero TH) Look Book Event (Grand Opening) Trade Show(BIFF&BIL) Trade Show(HONG KONG) Trade Show(BERLIN)
Feb $30.00 $166.67 $40.00
May $30.00 $166.67 $40.00
Jun $30.00 $166.67 $40.00
$160.00
$
$2,400.00
$2,400.00
$2,600.00
$2,600.00
$2,200.00 $300.00 $2,000.00
$ $ $850.00
$6,460.00
$
0.23
$ 23,745 $
180
Apr $30.00 $166.67 $40.00 $195.00
$160.00
Total $ 11,197
CHAPTER 8
Mar $30.00 $166.67 $40.00
0.47
$
3,847
$
2,832
$
397
$
2,837
$
2,637
r 1 Jun - Yr 1
Jul - Yr 1 Aug - Yr 1 Sep - Yr 1 Oct - Yr 1 Nov - Yr 1 Dec - Yr 1 Jan - Yr 1
Yr 1
$2,360
-$2,130
$13,331
$5,270
$2,801
$2,471
$6,699
$1,682
$42,241
$7,783
$2,398
-$5,255
-$5,315
-$548
$5,026
$6,835
$1,512
$42,933
$4,386
$3,290
$6,963
$8,122
$4,441
$3,053
$7,311
$4,178
$62,152
$364
$364
$364
$364
$364
$364
$364
$364
$4,365
$644
$644
$644
$644
$644
$644
$644
$644
$7,725
0
-$10,089
-$8,098
$11,343
$2,183
-$1,372
-$5,888
-$7,727
-$4,288
-$66,204
0
-$10,089
-$8,098
$11,343
$2,183
-$1,372
-$5,888
-$7,727
-$4,288
2
$52,563
$44,465
$55,808
$57,992
$56,620
$50,732
$43,005
$38,717
Jun $30.00 $166.67 $40.00
Jul $30.00 $166.67 $40.00
Aug $30.00 $166.67 $40.00
Sep $30.00 $166.67 $40.00
Oct $30.00 $166.67 $40.00
Nov $30.00 $166.67 $40.00 $195.00
Dec $30.00 $166.67 $40.00
Jan $30.00 $166.67 $40.00
Total $360.00 $2,000.00 $480.00 $390.00 $160.00 $160.00 $640.00 $2,400.00 $2,400.00 $2,400.00 $9,600.00 $2,600.00 $2,600.00 $2,600.00 $10,400.00 $2,200.00 $2,200.00 $6,600.00 $300.00 $600.00 $2,000.00 $850.00 $6,460.00 $8,881.00 $8,881.00 $
$
$
$ 11,718
$
$
$
$
2,837
2,637
2,897
2,637
2,632
181
2,997
2,637
$
49,261
FINANCIAL PLAN AND ANALYSIS
Feb-Yr1
CHAPTER 8
Mar-Yr1
Net Sales
$45,688
$59,008
Apr-Yr1 $32,691
May-Yr1
Jun-Yr1
$32,691
$36,550
Jul-Yr1
Aug-Yr1
$27,413
$58,025
COGS
$13,135
$16,965
$9,399
$9,399
$10,508
$7,881
$16,682
Merchandise GM$
$32,552
$42,043
$23,292
$23,292
$26,042
$19,531
$41,343
Research & Development
$3,000
$1,200
Merch. GM w/ R&D
$29,552
$40,843
$23,292
$22,492
$26,042
$19,531
$41,343
Wages
$8,000
$8,000
$8,000
$8,000
$8,000
$8,000
$8,000
$800
Commissions
$500
$500
$500
$500
$500
$500
$500
Office Rent
$3,000
$3,000
$3,000
$3,000
$3,000
$3,000
$3,000
Department Store Rent
$8,521
$11,005
$6,097
$6,097
$6,817
$5,112
$10,822
Marketing Expense
$11,197
$3,847
$2,832
$397
$2,837
$2,637
$2,897
Health Insurance
$300
$300
$300
$300
$300
$300
$300
Insurance
$200
$200
$200
$200
$200
$200
$200
Accounting/Books
$50
$50
$50
$50
$50
$50
$50
Banking
$50
$50
$50
$50
$50
$50
$50
Interest Expense
$116
$114
$112
$110
$108
$106
$104
Depreciation
$364
$364
$364
$364
$364
$364
$364
Utilities & Security
$300
$300
$300
$300
$300
$300
$300
Telephone
$120
$120
$120
$120
$120
$120
$120
Supplies
$80
$80
$80
$80
$80
$80
$80
Misc. Repairs et al
$500
$500
$500
$500
$500
$500
$500
Credit Card Transaction Fee
$228
$295
$163
$163
$183
$137
$290
Shrinkage
$343
$443
$245
$245
$274
$206
$435
Total Expense
$33,868
$29,167
$22,913
$20,476
$23,682
$21,662
$28,012
Profit/Loss
-$4,316
$11,676
$379
$2,016
$2,360
-$2,130
$13,331
Credit Card Trans Fee rate
0.5%
Fixed Expenses
$12,834
$12,834
$12,834
$12,834
$12,834
$12,834
$12,834
Variable Expenses
$12,171
$4,886
$3,737
$1,300
$3,758
$3,510
$3,921
Total Expenses
$25,005
$17,719
$16,571
$14,134
$16,591
$16,344
$16,755
Operating Margin %
23.2%
57.9%
28.9%
39.3%
36.3%
16.3%
59.5%
BreakEven$ Volume
$107,844
$30,628
$57,424
$35,947
$45,719
$100,139
$28,172
BreakEven Sales per day
$3,595
$1,021
$1,914
$1,198
$1,524
$3,338
$939
BreakEven Sales per hour
$449
$128
$239
$150
$190
$417
$117
182
Jul-Yr1 $27,413
Aug-Yr1 $58,025
Sep-Yr1 $67,680
Oct-Yr1 $37,005
Nov-Yr1 $37,005
Dec-Yr1 $46,420
Jan-Yr1 $34,815
Yr1 Total $514,990
%/Sls 100.0%
$7,881
$16,682
$19,458
$10,639
$10,176
$13,926
$10,009
$148,177
28.8%
$19,531
$41,343
$48,222
$26,366
$26,829
$32,494
$24,806
$366,813
71.2%
$10,000
1.9%
$4,200
$800
$19,531
$41,343
$44,022
$26,366
$26,029
$32,494
$24,806
$356,813
69.3%
$8,000
$8,000
$8,000
$8,000
$8,000
$8,000
$8,000
$96,000
18.6%
$500
$500
$500
$500
$500
$500
$500
$6,000
1.2%
$3,000
$3,000
$3,000
$3,000
$3,000
$3,000
$3,000
$36,000
7.0%
$5,112
$10,822
$12,622
$6,901
$6,901
$8,657
$6,493
$96,046
18.7%
$2,637
$2,897
$11,718
$2,637
$2,632
$2,997
$2,637
$49,261
9.6%
$300
$300
$300
$300
$300
$300
$300
$3,600
0.7%
$200
$200
$200
$200
$200
$200
$200
$2,400
0.5%
$50
$50
$50
$50
$50
$50
$50
$600
0.1%
$50
$50
$50
$50
$50
$50
$50
$600
0.1%
$106
$104
$102
$100
$98
$97
$95
$1,263
0.2%
$364
$364
$364
$364
$364
$364
$364
$4,365
0.8%
$300
$300
$300
$300
$300
$300
$300
$3,600
0.7%
$120
$120
$120
$120
$120
$120
$120
$1,440
0.3%
$80
$80
$80
$80
$80
$80
$80
$960
0.2%
$500
$500
$500
$500
$500
$500
$500
$6,000
1.2%
$137
$290
$338
$185
$185
$232
$174
$2,575
0.5%
$206
$435
$508
$278
$278
$348
$261
$3,862
0.8%
$21,662
$28,012
$38,752
$23,565
$23,558
$25,795
$23,123
$314,572
61.1%
-$2,130
$13,331
$5,270
$2,801
$2,471
$6,699
$1,682
$42,241
8.2%
$12,834
$12,834
$12,834
$12,834
$12,834
$12,834
$12,834
$154,005
29.9%
$3,510
$3,921
$12,788
$3,552
$3,545
$3,955
$3,535
$60,659
11.8%
$16,344
$16,755
$25,622
$16,386
$16,379
$16,789
$16,369
$214,664
41.7%
16.3%
59.5%
46.9%
37.9%
38.9%
48.3%
34.0%
58.3%
$100,139
$28,172
$54,671
$43,289
$42,051
$34,737
$48,129
$628,750
$3,338
$939
$1,822
$1,443
$1,402
$1,158
$1,604
$20,958
$417
$117
$228
$180
$175
$145
$201
$2,620
183
FINANCIAL PLAN AND ANALYSIS
CHAPTER 8
Month
Balance of Loan
Principal
1
$38,623.99
$644
$
Interest 116
$
Total Payment Due 760
2
$37,980.25
$644
$
114
$
758
3
$37,336.52
$644
$
112
$
756
4
$36,692.79
$644
$
110
$
754
5
$36,049.06
$644
$
108
$
752
6
$35,405.32
$644
$
106
$
750
7
$34,761.59
$644
$
104
$
748
8
$34,117.86
$644
$
102
$
746
9
$33,474.12
$644
$
100
$
744
10
$32,830.39
$644
$
98
$
742
11
$32,186.66
$644
$
97
$
740
12
$31,542.92
$644
$
95
$
738
13
$30,899.19
$644
$
93
$
736
14
$30,255.46
$644
$
91
$
734
15
$29,611.72
$644
$
89
$
733
16
$28,967.99
$644
$
87
$
731
17
$28,324.26
$644
$
85
$
729
18
$27,680.52
$644
$
83
$
727
19
$27,036.79
$644
$
81
$
725
20
$26,393.06
$644
$
79
$
723
21
$25,749.33
$644
$
77
$
721
22
$25,105.59
$644
$
75
$
719
23
$24,461.86
$644
$
73
$
717
24
$23,818.13
$644
$
71
$
715
25
$23,174.39
$644
$
70
$
713
26
$22,530.66
$644
$
68
$
711
27
$21,886.93
$644
$
66
$
709
28
$21,243.19
$644
$
64
$
707
29
$20,599.46
$644
$
62
$
706
30
$19,955.73
$644
$
60
$
704
31
$19,311.99
$644
$
58
$
702
32
$18,668.26
$644
$
56
$
700
33
$18,024.53
$644
$
54
$
698
34
$17,380.79
$644
$
52
$
696
35
$16,737.06
$644
$
50
$
694
36
$16,093.33
$644
$
184 48
$
692
37
$15,449.60
$644
$
46
$
690
38
$14,805.86
$644
$
44
$
688
Interest Rate
3.60%
18
$27,680.52
$644
$
83
$
727
19
$27,036.79
$644
$
81
$
725
20
$26,393.06
$644
$
79
$
723
21
$25,749.33
$644
$
77
$
721
22
$25,105.59
$644
$
75
$
719
23
$24,461.86
$644
$
73
$
717
24
$23,818.13
$644
$
71
$
715
25
$23,174.39
$644
$
70
$
713
26
$22,530.66
$644
$
68
$
711
27
$21,886.93
$644
$
66
$
709
28
$21,243.19
$644
$
64
$
707
29
$20,599.46
$644
$
62
$
706
30
$19,955.73
$644
$
60
$
704
31
$19,311.99
$644
$
58
$
702
32
$18,668.26
$644
$
56
$
700
33
$18,024.53
$644
$
54
$
698
34
$17,380.79
$644
$
52
$
696
35
$16,737.06
$644
$
50
$
694
36
$16,093.33
$644
$
48
$
692
37
$15,449.60
$644
$
46
$
690
38
$14,805.86
$644
$
44
$
688
39
$14,162.13
$644
$
42
$
686
40
$13,518.40
$644
$
41
$
684
41
$12,874.66
$644
$
39
$
682
42
$12,230.93
$644
$
37
$
680
43
$11,587.20
$644
$
35
$
678
44
$10,943.46
$644
$
33
$
677
45
$10,299.73
$644
$
31
$
675
46
$9,656.00
$644
$
29
$
673
47
$9,012.26
$644
$
27
$
671
48
$8,368.53
$644
$
25
$
669
49
$7,724.80
$644
$
23
$
667
50
$7,081.06
$644
$
21
$
665
51
$6,437.33
$644
$
19
$
663
52
$5,793.60
$644
$
17
$
661
53
$5,149.87
$644
$
15
$
659
54
$4,506.13
$644
$
14
$
657
55
$3,862.40
$644
$
12
$
655
56
$3,218.67
$644
$
10
$
653
57
$2,574.93
$644
$
8
$
651
58
$1,931.20
$644
$
6
$
650
59
$1,287.47
$644
$
4
$
648
60
$643.73
$644
$
-00 $
-00
185
FINANCIAL PLAN AND ANALYSIS
01 02 03 04 05 06 07 08 09
APPENDIX
9.1 BIBLIOGRAPHY REFERENCES [1] Kolesnikov, Ivan. “Crude Oil Price Forecast: Long Term 2015 to 2025 | Data and Charts – Knoema.com.” Knoema. 2015 Web. 2 Jan. 2015. [2] “Global Economic Prospects.” Global Economic Prospects. 2015. Web. 2 Feb. 2015. [3] “Thailand GDP Growth Rate | 1993-2015 | Data | Chart | Calendar | Forecast. “Thailand GDP Growth Rate | 1993-2015 | Data | Chart | Calendar | Forecast. Web. 4 Jan. 2015. [4]“Benefits of the ASEAN Economic Community – AEC – ASEAN UP.” ASEAN UP. 19 May 2014. Web. 10 Apr. 2015. [5] Lu, Sgeng. “Global Apparel and Footwear Market Update-2014.“ TMD 433 Textile Markets. 24 Mar. 2014. Web. 3 Feb. 2015. [6] “Global Fashion Industry Statistics – International Apparel.” Global Fashion Industry Statistics. Web. 3 Feb. 2015. [7] Lu, Sgeng. “Global Apparel and Footwear Market Update-2014.“ TMD 433 Textile Markets. 24 Mar. 2014. Web. 3 Feb. 2015. [8] “Thai Textile and Apparel Industry Report January – July 2014. “Thailand Textile Institute. Web. 3 Feb 2015. [9] “30 Thai Brands to ASEAN.” Thairath Online. 12 July 2014. Web. 19 Mar. 2015. [10] Angsunanwiwat, Vimon. “Thai Brands Market.” Web. 3 Feb. 2015. [11] “ThaiCatwalk’s Profile – ThaiCatWalk.” ThaiCatWalk. Web. 3 Feb. 2015 [12] “New Shopping Mall The EmQuartier: Heaven for Fashionista.” ChicMinistry. 29 Mar. 2015. Web. 5 Apr. 2015. [13] “Textile Intelligence Unit – Consumers Purchasing Habit in Apparel 2011.” Web. 3 Feb. 2015. [14] “Thailand tourism statistic”. tatnews.org, n.d. Web 2 November 2014. [15][16][17] “The World Factbook: Thailand”. cia.gov. Central Intelligence Agency, 25 Apr. 2014. Web. 3 Feb. 2014. [18] “Thai Facebook Users Growth and Popular Timing Statistics.” IT24Hrs by Panraphee RSS. 22 Mar. 2014. Web. 5 Jan. 2015. Sakawee, Saiyai. “Thailand Special Media Stats: 28 Million on Facebook, 4.5 Million on Twitter, 1.7 Million on Instagram.” Tech in Asia RSS. 30 May 2014. Web. 5 Jan. 2015. [19] Sakawee, Saiyai. “Thailand Continues Instagram Love Affair as It Reaches 1.5 Million Users (INFOGRAPHIC).” Tech in Asia RSS. 6 Mar. 2014. Web. 5 Jan. 2015., 4.5 Million on Twitter, 1.7 Million on Instagram.” Tech in Asia RSS. 30 May 2014. Web. 5 Jan.
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FIGURE SOURCES Figure 1: http://knoema.com/yxptpab/crude-oil-price-forecast-long-term-2015-to-2025-data-and-charts Figure 2: http://www.worldbank.org/en/publication/global-economic-prospects/data Figure 3: http://www.tradingeconomics.com/thailand/gdp-growth Figure 4: http://picotech.co.th/e-english/images/sampledata/Asean-Logo.png, http://vet.ku.ac.th/vetenglish/images/Veterinary_img/IMG_047.png Figure 5, 7, 9: https://tmd433.wordpress.com/2014/03/24/global-apparel-and-footwear-market-update-2014/ Figure 6: https://www.plunkettresearch.com/industries/apparel-textiles-clothing-market-research/ Figure 8: http://www.statista.com/statistics/279757/apparel-market-size-projections-by-region/ Figure 10: http://www.thaitextile.org/main/documents/สถานการณ์สิ่งทอและเครื่องนุ่งห่ม%20ม.ค.-ก.ค.%202557.pdf Figure 12-16: http://www.thaitextile.org/iu_backup/ส่งงาน/ข้อมูลเชิงลึก/รายงานการศึกษาการบริโภคเครื่องนุ่งห่มในไทยปี%202553-2554.pdf Figure 17-21: Survey Figure 22-23: https://www.cia.gov/library/publications/the-world-factbook/geos/th.html Figure 24-25: http://www.it24hrs.com/wp-content/uploads/2014/03/infographic-facebook-thai-user-2014-aec.jpg Figure 26-27: https://www.techinasia.com/thailand-continues-instagram-love-affair-reaches-15-million-users-infographic/
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OTHER SOURCES AEC: “ประชาคมเศรษฐกิจอาเซียน AEC คืออะไร.” ASEAN Community: Prince of Songkla University. 26 Dec. 2012. Web. 10 Apr. 2015. AEY: Aey’s Instagram ASAVA: http://www.asavagroup.com, https://www.facebook.com/disayadisaya?fref=ts ASIA APPARAL EXPO: http://www.asiaapparelexpo.com/ BEST BUTTONS (THAILAND) CO., LTD: http://www.bestbuttonsthailand.com/ BIFF&BIL: “Bangkok International Fashion Fair and Bangkok International Leather Fair (BIFF&BIL2015)”. biffandbil.com, n.d. Web. 12 Nov. 2014. http://www.biffandbil.com/contact_us CHALICHA DESIGN CO., LTD: https://www.facebook.com/ChalichaDesign/timeline CHIZZYME CO.,LTD: http://www.chizzyme.com/home CHOMPOO: Chompoo’s Instagram DISAYA: http://www.disaya.com/ss15/, https://www.facebook.com/disayadisaya?fref=ts EMQUARTIER: “Em Quartier Opening 2 Concept Stores for Thai Designers and Street Fashion.” Marketingoops. 9 Apr. 2015. Web. 16 Apr. 2015. “Bangkok Gets New EM District.” Tourism Authority of Thailand Newsroom RSS. TAT News. Org, 23 Feb. 2015. Web. 16 Apr. 2015. Roongwitoo, Napamon Roongwitoo & Parisa Pichitmarn, and Parisa Pichitmarn. “Birth of Bangkok’s Shopping Quarter. “ Http://www.bangkokpost.com. Bangkok Post, 3 Apr. 2015. Web. 16 Apr. 2015 “The Em District Sneak Peak.” Realist Blog. 17 Mar. 2015. Web. 16 Apr. 2015. http://www.theemdistrict.com GRACE BOUTIQUE CO., LTD: Company Business Card HAMBURGER MAGAZINE: https://www.facebook.com/hamburgermagazine?fref=ts HIENG YOO HUAT CO., LTD: Company Business Card HONG CO., LTD: http://www.hga2001.com L’OFFICIEL THAILAND: “L’Officiel Thailand”. ryt9.com. Thai PR.net, 21 Mar. 2012. Web. 14 Nov. 2014. https://www.facebook.com/LOfficielThailand?fref=ts MILIN: http://www.milin.com, https://www.facebook.com/milinbrand?fref=ts NANYANG CO., LTD: http://profile.yellowpages.co.th/25309472570001 NIRAN TEXTILE CO., LTD: http://www.nirandtextile.com NUMERO THAILAND: “Numero Thailand”. artbangkok.com. Numero by Tui, 1 Feb. 2013. Web. 14 Nov. 2014. https://www.facebook.com/numerothailand?fref=ts PAIWANKHADAI CO., LTD: http://www.paiwankhadai.com PARAGON DEPARTMENT STORE: http://www.siamparagon.co.th PREMIUM POPS: https://www.facebook.com/Premiumpops.Ltd?fref=ts SOCIAL MEDIA: Sakawee, Saiyai. “Thailand Special Media Stats: 28 Million on Facebook, 4.5 Million on Twitter, 1.7 Million on Instagram.” Tech in Asia RSS. 30 May 2014. Web. 5 Jan. 2015. SOEN CO., LTD: Company Business Card SUCCESS ENTERPRISE (2000) CO., LTD: Company Business Card SUPASSRA: Supassra’s Instagram TANG YONG LEE CO., LTD: http://www.nirandtextile.com THAI BLOGGERS: BK staff. “Bangkok’s Top Fashion Bloggers”. bk.asia-city.com, 22 Mar. 2012. Web. 31 Mar. 2014. THAI CAT WALK: https://www.facebook.com/thaicatwalk?fref=ts THAILAND GDP: “Thailand GDP”. The World Bank, Oct. 2014. Web. 2 Nov. 2014. THAILAND INCOME STATISTIC: “Thailand income statistic”. The World Bank, n.d. Web. 2 Nov. 2014. THAIS INCOME ESTIMATE: “Thais income estimate”. pantip.com, 26 December 2013. Web. 1 November 2014. THE HUB: http://www.thehub.hk/exhibitors TNC TRADING CO., LTD: https://www.facebook.com/pages/พิมพ์ผ้า-ดิจิตัล-TNC-ปรีชา/664919700301873?fref=ts TOEY: Toey’s Instagram ZEN DEPARTMENT STORE: http://www.zen.co.th
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IMAGE SOURCES AEC LOGO: http://picotech.co.th/e-english/images/sampledata/Asean-Logo.png AEC MEMBER: http://vet.ku.ac.th/vetenglish/images/Veterinary_img/IMG_047.png ASAVA: http://www.asavagroup.com, https://www.facebook.com/disayadisaya?fref=ts BANGKOK FASHION WEEK: http://thaicatwalk.com/wp-content/uploads/2014/11/bifwcover.jpg https://nateecnx.files.wordpress.com/2013/10/event_20131016190424-0.jpg https://nateecnx.files.wordpress.com/2014/10/cwelle.jpg?w=800 BANGKOK FASHION SOCIETY LOGO: https://www.facebook.com/bangkokfashionsociety/photos DISAYA: http://www.disaya.com/ss15/, https://www.facebook.com/disayadisaya?fref=ts EMQUATIER: http://www.theemdistrict.com/info-emquartier.php http://bk.asia-city.com/sites/default/files/imagecache/item_image/emquartier_at_night.jpg EMQUARTIER PLAN: http://www.theemdistrict.com/exploring.php FACEBOOK LOGO: http://www.h3dwallpapers.com/wp-content/uploads/2014/11/Facebook_f_logo-2.png GOOGLE LOGO: http://upload.wikimedia.org/wikipedia/commons/5/51/Google.png HAMBURGER MAGAZINE: http://f.ptcdn.info/500/023/000/1410874920-1031123876-o.jpg http://www.magazinedee.com/images/279/22118/HAMBURGER2014-01-187_00-001.jpg http://www.daypoets.com/data/info/662/gallery/aday_gift_shopping_cdfhknptv368.jpg INSTAGRAM LOGO: http://upload.wikimedia.org/wikipedia/he/2/28/Instagram_logo.png L’OFFICIEL EDITORIAL: http://2.bp.blogspot.com/-6MZJtPXftNU/UZHShPTEyTI/AAAAAAABUY4/bBZYtznEzWQ/s1600/ LOfficiel-Thailand-Tananont-Tanakornkarn-01.jpg MILIN: http://www.milin.com, https://www.facebook.com/milinbrand?fref=ts NUMERO EDITORIAL: https://thestylewatcher.files.wordpress.com/2014/02/fastination51.jpg PLOY CHAVAPORN: http://poboxstyle.blogspot.com QURATOR: https://anatomyarchitecture.files.wordpress.com/2015/04/12.jpg?w=760&h=577 http://www.marketingoops.com/wp-content/uploads/2015/04/11.Qurator-ชั้น2.jpg SIAM PARAGON: http://www.pprincess.com/wp-content/uploads/2013/05/Siam-Paragon-Header_01.jpg http://www.travelnix.com/wp-content/uploads/fireworks_at_siam_paragon.jpg SISTER DAYhttps://www.facebook.com/sisterday/photos/ SIX IN THE CITY: https://www.facebook.com/sixinthecityshow/photos THAI CAT WALK LOGO: http://www.thaicatwalk.net/ContactUs/TCWbanner.jpg THAI MAP: https://www.cia.gov/library/publications/the-world-factbook/geos/th.html THAILAND: http://translation-interpretation.org/wp-content/uploads/2015/01/bangkok-thailand2.jpg http://blog.cheapairetickets.in/ckfinder/userfiles/images/Bangkok,%20Thailand.jpg THE EM DISTRICT: https://www.facebook.com/theemdistrict/ http://www.skyscrapercity.com/showthread.php?t=316268&page=40 http://www.khajochi.com/2015/03/review-the-emquartier.html THE EM DISTRICT LOCATION AND MAP: http://www.theemdistrict.com/contact.php YADA BUILDING MAP: https://seerconsulting.files.wordpress.com/2012/09/map_insight.jpg ZEN CONTACT AND MAP: http://www.zen.co.th/contact/ ZEN LEVEL2: http://www.zen.co.th/level-02/ ZEN LOGO: https://www.facebook.com/ZENMegaStore/photos/a.440411776588.236926.188131046588/10150926870686589/?type=1&theater
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9.2 SURVEY 1. What is your age range? A. 18-25 B. 26-35 C. 36-40 D. Over 40
6. What is your work status? A. Student B. Full-time C. Part-time D. Retired E. Not employed F. Business owner
2. What is your marital status? A. Single B. Relationship C. Married
7. What are your hobbies or interests? A. The Arts B. Beauty and Healthy C. Food and Drink D. Music E. Spiritual F. Collecting G. Films/theater H. Dancing I. Exercise J. Sports K. Extreme sports L. Games M. Language arts N. Travel
3. What is your level income(per year)? A. Less than $10,000/yr (less than 300,000 Baht) B. $10,000-$25,000/yr(300,001-750,000 Baht) C. $25,001-$50,000/yr(750,001-1,500,000 Baht) D. $50,001-$100,000/yr(1,500,001-3,000,000 Baht) E. Over $100,000yr(over 3,000,000Baht) 4. What is your education? A. Less than high school B. High school C. Some College D. Bachelorâ&#x20AC;&#x2122;s degree E. Masterâ&#x20AC;&#x2122;s degree F. Doctoral degree
8. Where do you usually purchase for new clothing? A. Department store B. Boutique or Stand-alone store C. Community Mall D. Flea market E. Weekend Market F. Online Shopping
5. What is your occupation? A. Government/State Officer B. Banker/Finance Officer C. Flight Attendant D. Actress/Model E. Fashion Designer F. Musician G. Journalist H. Interior Designer/Architect I. Doctor/Nurse J. Teacher/Professor K. Lawyer
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9. How often do you purchase new clothing? A. 2 times per week B. Weekly C. 2 times per month D. Monthly E. Every two months F. Once a year
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10. What would be the period of the year you spend the most on clothing? A. Spring B. Summer C. Autumn D. Winter E. No period
14. How much would you usually spend per month on clothing? A. less than $100 (less than 3,000 Baht) B. $101-$200 (3,001 Baht- 6,000 Baht) C. $201 or $300 (6,001 Baht â&#x20AC;&#x201C; 9,000 Baht) D. more than $300 (more than 9,000 Baht) 15. The printed clothesâ&#x20AC;&#x2122; average price is $50-$100. What do you think of the price? A. High B. About right C. Low
11. Do you prefer to buy well-known designer labels or take a chance on something new? A. Well-known B. Take a chance C. Depend on garment
16. How much would you spend on a printed clothes? A. less than $50 (less than 1,500 Baht) B. $50-$100(1,500 Baht- 3,000 Baht) C. more than $100(more than 3,000 Baht)
12. What would be the most influence you to purchase the brand? A. Celebrities B. Models C. Products D. Promotions
17. When purchasing a new item, do you buy a matching outfit item? A. All the time B. Often C. Sometimes D. Never
13. What are your main things when purchasing clothing? (You can select more than one) A. Price B. Quality C. Design D. Comfort E. Material F. Color G. Brand H. Trends I. Advertisement
18. How do you get information on clothing? A. TV B. Magazine C. Newspaper D. Internet E. Social Network F. Billboard G. Radio H. Brochure I. Word of Mouth J. Fashion show/Event
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9.3 RESUME thanapornaom.foliodrop.com t.rattanasaksopana@gmail.com +1 (217) 418 8789
THANAPORN RATTANASAKSOPANA EDUCATION Master of Fine Arts in Fashion Merchandising, May 2015 Academy of Art University, San Francisco, CA, U.S.A. Bachelor of Arts in Asian Studies (specializing in Korea), March 2011 Silpakorn University, Nakhon Pathom, Thailand Korean Intermedia1, May 2010 Kyung Hee University, Seoul, Korea Fashion Media, November 2009 Bangkok FA, Bangkok, Thailand Fashion Design, April 2009 Bangkok FA, Bangkok, Thailand PROFESSIONAL EXPERIENCE Design and Merchandising Intern, June to August 2014 Zar Apparel Group, New York, NY, U.S.A. - Assisted in creating seasonal color cards - Used Illustrator in the development of new design details - Reviewed the sampling calendar during the season to see whether the designers and manufacturers were meeting their deadlines - Organized color swatches by fabrication and color - Created binders of seasonal color cards for all designers and merchandisers Assistant Prop Designer , February to March 2014 Zephyr, San Francisco, CA, U.S.A. - Assisted in sourcing and preparing kitchen props - Decorated kitchen sets for television commercials Art Direction and Prop Stylist, December 2012 Costco, San Francisco, CA, U.S.A. - Decorated kitchen sets for Ryuu knife commercial - Prepared kitchen props SKILLS Fashion & Textile Product Development and Sourcing, Technical Flats and Tech Packs Spreadsheet, Trend Analysis, Marketing, Styling and Art Direction Print and Pattern Design, Silk-screen Printing, Hand Painting Discharge, Burnout Computer Illustrator, Photoshop, InDesign and Microsoft Office Language Thai - native speaker, English - fluent, Korean - conversational
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9.4 STATEMENT OF FUTURE PLAN
After I graduate from the Academy of Art University, I would like to work as an assistant product development in the USA in order to gain work experience, learn more about the American working system and build networks in the fashion industry. After three years of working in the USA, I will return to my hometown and work for a leading fashion company in Thailand along with attempting to bring my final thesis to live in Bangkok. My goals are to be successful in my career path and to accomplish my fashion business.
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SPECIAL THANKS S P E C I A L T H A N K S T O T H E F O L L O W I N G P E O P L E W H O H AV E SUPPORTED AND CONTRIBUTED TO THE ACCOMPLISHMENT O F L A DY A F I N A L T H E S I S »» »» »» »» »» »» »» »» »» »» »» »» »»
JUDITH TOERGE JUDITH ZIMRIN KARI LANTIN MATTHEW GERRING N U S R A K U LV I R I YAVA N I C H N A T TA WA T R A T TA N A S A K S O PA N A KAMIN JAROENSUK SALILA TORAKTRAKUL K I T T I YA C H A K O R N S I R I S A K U L NOÉMIE MEDINI S E E N I N C O. , LT D P R E M I U M P O P S C O. , LT D G R A C E B O U T I Q U E C O. , LT D
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