WACKO MARIA thailand marketing plan
by TRUONG THUY AN
contents ❏ BRAND PROFILE ❏ PLAN OF ENTRY ❏ ENVIRONMENT ANALYSIS ❏ THE MARKETING PLAN FOR THAILAND
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The story The aesthetics The philosophy Brand value ❏ The products ❏ Target market ❏ Current operation
BRAND PROFILE
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Former J- League soccer stars and friends Atsuhiko Mori and Keiji Ishizuka first went into business together opening the Rock Steady bar, which is now serves as the brand’s showroom in Tokyo, Japan.
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In 2005 they launched Wacko Maria, a Japanese cult brand of menswear heavily inspired by American culture, music, photography, film, and art.
The story
❏ What influence Wacko Maria? Mori: “I really into Jamaican music from the 60s and 70s, and American music from the 50s and 60s.. that is pretty much across the board in terms of genre.. from Jazz, Blues and Rock.. If it’s good I listen to everything… African, Latin… in reality I like music more than clothes! “
“WITH MUSIC AS THE BASIS OF OUR FOUNDATION, WE PROPOSE A STYLE THAT FEELS THE SENSE OF ROMANCE AND GLAMOUR.”
They made clothes that reflect a love for girls, music, alcohol and hats. Individual collections often take inspiration from particular movies and photographers. Music is also a big source of inspiration. Sometimes he would get the inspiration for a collection from listening to a record.
The aesthetics
❏ The styles
The brand is known for its graphic-led approach with printed graphics and statement slogans. The collections are mainly basic casual pieces finished with small details of their famous Wacko branding statements like “Guilty parties” or “Paradise Tokyo” which makes the brand more unique.
Deeply influenced by the American urban 50s and 90s representing the skating and surfing subcultures. Their style throughout the collections is casual wear, urban, street-ready looks with a vintage and retro feel
Cult combination between East and West, between the sophisticated tailoring from Japan and the casual, street-ready style from America.
The aesthetics
“WE BELIEVE ONE CANNOT CREATE BEAUTIFUL THINGS NOR LEAD A BEAUTIFUL LIFE WITHOUT LOVE, DREAMS AND PASSION”
The philosophy
Some of the talented artists that Wacko Maria has worked with: ❏ ❏ ❏ ❏
Wacko Maria is more than a clothing brand, it is the place where art, fashion and music meet.
Independent film director Jim Jarmush Collage artist weirdo Dave New York based photographer Tim Barber Legendary photographer/film director Larry Clark.
Brand value
â?? Product lines Wide range of products Combining both casual wear and tailoring, the garments have simple, relaxed silhouette so as to highlight the clean cut and exquisite graphic details.
The products
Jackets with screen prints graphics
â?? Signature pieces The basic graphic tees
The hawaiian shirts
The products
❏ The quality The fabric is mostly 100% cotton with a soft touch, give a comfortable feel for the customers → strong selling point
Small statements are embroidered by hand
Hand embroidery on the back
Authentic craftsmanship: the brand is currently working with a 50 years old pattern cutter who does all the tailoring for the collections. → Pays high attention to details and quality of product.
The products
â?? Collaboration works
Wacko Maria collaborated with various artists to create small capsule collections throughout the year.
The products
Target market
→ Wacko Maria targets a niche market and not the majority of consumers
Demogr aphic
- Male from 16 to 25 - Occupation: Jobs related to art, music and fashion such as photographer, stylists, models, artists, songwriters, freelancers... Or whoever has a niche characteristics - Monthly income: From $700 to $1000 - Social class: Middle class, Lower class, Upper Middle class
Psychog raphic
- Identities: Hipsters, the cool ones who only interest in things that are still subtle and underground, anti the mainstreams and never follow the current trends. Their fashion sense are either ahead of the time or going backward to a few centuries. - Interests: Art, movies and film, photography, fashion, independent music, travel, graffiti, sneakers, skating, smoking, stuffs from different era. - Culture/ Subculture: Hiphop, skate culture, surfing, art lover community, photographers, antiques collectors, vinyl records and film cameras lover community,... - Characteristics: Idealists, easy going, free-minded, independent, individualists, fashion conscious, high self esteem, unique, quirky, unconventional, stubborn. - Example of people fit in this market: Kanye West, Yohji Yamamoto, Pharell William, Jaden Smith, Wes Anderson,...
Behavio ural
- Priorities: Quality and brand image rather than price, the uniqueness and exclusiveness, the image that product brought to the customer, the cool factor. - Buying frequency: Hardcore loyals. Use the brand as their own statement - Favorite brands: Cult, contemporary and independent brands who have a distinctive style, such as Supreme, Stussy, Wacko Maria, APC, Acne Studios, Comme Des Garcon, Y3, Undercover, Brain Dead
❏ Domestic First and only standalone store “Paradise Tokyo” in Tokyo, Japan
“OUR AIM IS TO PROVIDE THE SPACE TO OUR CUSTOMERS WHERE YOU CAN SHOP, TO SPEND THE TIME RELAXING WITH THINGS WE LOVE AND PROUD OF” The store also consists of their famous museum level vintage hi-fi sound system
along with the owner’s vinyl collections of rock n roll, soul, funk, disco.
→ Portray Wacko Maria as a lifestyle and cultural brand with more to offer than just clothing
Current operation
❏ Domestic → Wacko Maria does not own any showrooms or attend tradeshows so they usually deal with the retailers through networking and local contacts.
→ This mode of operation is a smart and less risky way for an independent brand like Wacko Maria to expand and delivers its products geographically. → The brand can experiment all kind of markets without having to spend high investment costs. → By being able to choose which multi-brands to place the products, the brand can target directly to the specific niche community who share the same style and interests.
Wacko Maria also placed their products in numerous multi-brand retailers around most states of Japan , including
Kansai
Tokyo Kanto Hokkaido Chugoku Chubu Kyushu → Total of 59 stores across Japan
Current operation
❏ International → The variety of countries indicates that Wacko Maria is becoming more and more international.
Use the same method of operation in international markets. However instead of dealing with various multi-brand retailers in one country which makes it harder to control, the brand tend to only choose 1 retailer who is already strong in the market and has several stores around its country.
Available in numerous countries
USA Canada Australia Russia UK
South Korea Hongkong China Indonesia
→ Wacko Maria’s presence in Indonesia means the brand is attempt to enter SEA markets. For that reason, Thailand and Singapore are the next two potential candidates.
Current operation
❏ International → The variety of countries indicates that Wacko Maria is becoming more and more international.
Use the same method of operation in international markets. However instead of dealing with various multi-brand retailers in one country which makes it harder to control, the brand tend to only choose 1 retailer who is already strong in the market and has several stores around its country.
Available in numerous countries
USA Canada Australia Russia UK
South Korea Hongkong China Indonesia
→ Wacko Maria’s presence in Indonesia means the brand is attempt to enter SEA markets. For that reason, Thailand and Singapore are the next two potential candidates.
Current operation
PLAN OF ENTRY ❏ Multi-brand retailers ❏ The process
Multi-brand retailers Wacko Maria will use the same approach used in other countries to enter Thailand, which is the method of exporting products to local multi-brand retailers
Procedure when import apparel from Japan to Thailand: ❏ All products are manufactured in the brand’s own factory ❏ After packaged, some of the products will remain in-store, the others will be loaded into the truck and shipped to different regions in Japan. The rest of products are carefully separated and then shipped to other countries around the world by the form of exporting. ❏ The retailers will received the products, either stored in their own warehouse or go straight to the stores.
Bangkok has several multi-brand retailers that distributing cult and niche global brands. These retailers attract quite a number of fashion conscious customers that tend to seek for cool independent brands from around the world.
Multi-brand retailers Carnival Stocks is the best in sneakers, street wear, sportswear and a little bit of local high-end clothing brands
After the market research, Wacko Maria will choose 2 retailers to carry the brand:
Carnival BKK
Carries brands such as Nike, Adidas, Vans or Converse , together with hi-end street fashion brand from Japan such as Denim by Vanquish, Sophnet, Uniform Experiment, Born x Raised,...
Location: 4 stores and an outlet 3 in Siam neighborhood 1 in Chatuchak
Next to Normal Location: 1st floor Atrium zone, CentralWorld, Bangkok
Fashion and lifestyle products from a long list of global fashion brands such as Ashbury, Thom Browne, Maison Kitsune, Undercover, and APC
Also sells a range of vintage record players → similar aesthetic with Wacko Maria.
Multi-brand retailers Retailers evaluation → Both 2 multi-brand retailers share the same styles and aesthetic with Wacko Maria therefore share the same target market. However one is heading more toward vintage, retro streetwear whereas the other is more about modern urban streetwear. WM should take this into consideration to place the suitable products into each retailer.
The process Since Wacko Maria does not own any showrooms and it is harder to find a local distributor in Thailand, the best way for WM to approach the A feel steps need to be taken in order to developing the relationship with the retailers for future benefits.
retailers and get them to carry the brand is through direct contact
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→ Since both retailers are independent companies, it is easier to reach them directly and build a close relationship 2 ways to stock the products: consignment orders and directly sell the products
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Contact directly to the retailers and state the demand Travel to Bangkok, Thailand and give the retailers a visit Bring along some of the signature pieces, develop a retail pitch plan and prove that WM is suitable and needed for the retailers as well. Influence the staff also because they are the ones who what the customer wants. Develop trusts and be friends with the retailers Figure out what benefits both the retailer and the brand
ENVIRONMENT ANALYSIS ❏ ❏ ❏ ❏ ❏
Positioning map Competitors overview Customer analysis Customer profile SWOT analysis
→ These brands are direct competitors with Wacko Maria since they all offer the same brand image which is casual urban streetwear with the graphic-led approach and a bit rebellious. They also share the same niche, hipster market.
Positioning map
Cult independent contemporary brand from South Korea. This brand enters Thailand and other countries with the same method as Wacko Maria exporting products to multi-brand retailers
Popular streetwear brand like Supreme and Stussy also choose multi-labels to carry their brand because it is much easier to aim to the right community that will buy their products.
Competitors overview
Hang out as gangs
The contemporary market mentioned in the previous assignment. They are the youth that pays attention to cultural activities and lifestyle, positively responses to the vintage retro movement from the 90s and 70s with the crave for secondhand clothes and thrift stores, Interested in vinyl records and film cameras. They usually shop at multi-brand stores to find cult items from the locals as well as international brands. These customers belong to the rebel community that has interest in tattoo, smoking, drinking and colorful hair style. → The customers fit into this market are exactly the subject that Wacko Maria targets. → Highly potential market for Wacko Maria to enter.
90s punk, streetwear influenced
Shopping in thrift stores
Customer analysis
Name: Pachara Chirathivat (Peach) Age: 23 years old Occupation: Famous Thai singer and actor Educational background: Currently studying Business Administration at Chulalongkorn University, Bangkok. Pachara has also been working on a music single with indie music label Smallroom. Hobbies and interests: Fashion, music, films, graffiti and travel Lifestyles: Hang out with gangs, practice music with the band, regular doing photoshoots for magazines and brands, travel mostly to Japan, S. Korea and the US and has friends in those countries, attend Thai fashion show annually Fashion sense: Quirky, fashion conscious, rebellious, casual relaxed street-led look, vintage 90s influence
Customer profile
STRENGTHS - Strong brand image - Unique aesthetics - High quality products - High originality since doing collaboration with various artists - Target the niche market → does not have to invest much in marketing and rather focus on brand image and product authenticity - Current mode of operation requires minimal costs and risks - Quite mature in the international market
OPPORTUNITIES - Japan and Thailand are both Asian countries → mutual culture and same way in doing business → Easier to build relationships with - Rise in Thailand’s contemporary market The Thais have good living standard and high purchasing power - Secure and expanding economy - High tourism rate → large potential market - Operate through multi-brand retailers who already have market insights and strong local network → less work - 2 chosen multi-brand retailers are all located in Siam and Chatuchak which is considered the best neighborhoods for independent brands.
WEAKNESSES - Has many stockists around the world → hard to control the brand image and amount of stocks - Mid-range price point due to high quality → Difficult to compete with competitors - Have to consistently seek for new dealers and stockists in order to expand globally
THREATS - Rise in local Thai designers → hard to compete with the locals - Maintaining the brand image - Dealing through multi-brand retailers → more difficult to communicate with consumer - Maintaining close relationship with retailers to boost marketing activities
SWOT analysis
MARKETING PLAN ❏ Product strategy ❏ Sales strategy ❏ Communication strategy ❏ Objectives and measurements
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Which products are suitable for the retailers? Wacko Maria can tell which is the bestsellers, which is the signature pieces and giving suggestions on which product is suitable for the stores. Then the retailers will consider the products and make the final decision.
Product strategy Carnival BKK Since it’s a streetwear brand that focus mainly on sneakers, the suitable products should be Wacko Maria’s basic casual T-shirts and sweatshirts.
Next to normal Since it’s a fashion focus retailers, Wacko Maria should offer more fashionable pieces such as the hawaiian shirts, jackets, accessories, and items with cult graphics
â??
Offers merchandise along with the products
Product strategy Wacko Maria will include other merchandise such as hangers, name tags, labels, packaging (paper bag, boxes,..) to introduce the brand as well as maintain the brand image.
The brand will also offer their editorial books in both retailers so that they can stand out more among other brands. → Customers can understand the brand better In Next to Normal which sells several record players, Wacko Maria will provide some vinyl records for the brand.
Sales strategy Wacko Maria will offers consignment orders for both retailers. The wholesale price offered to both retailers will be double the cost price of that product. The revenue will be splitted 50/50 even to both Wacko Maria and the retailers. However, over the time if the product becomes the hot item in store, Wacko Maria will take 60/40.
The retailers will decide how much unit needed for that product since they are the one who understand the market and customer better than the brand. Usually they will take a small number first to experiment the market. After a few months they will know which product is selling well and which is not, therefore order more stocks and return the products if it cannot sell.
Communication strategy Since Wacko Maria never marketing its product in any market besides of Tokyo, the marketing strategy for Thailand will be operated by the retailers. Wacko Maria however will provide promotional merchandise such as posters, some artworks, vinyl records,... to help retailers introduce the brand better and increase customer awareness.
The retailers cannot discount Wacko Maria’s products more than 30% in order to maintain brand image
Both retailers will have updates and news about Wacko Maria on their social medias in order to drive customer’s attention. Then on the opening day, the retailers can have promotional activities to marketing the brand, such as 10% discount, setting up posters and window display of Wacko Maria’s product, play some records instore.
Objectives and measurements Objectives and measurements on marketing as well as the performance of products will be made by the retailers since they are the one to sell Wacko Maria. The faster the retailers call for restock and replenishment, the more successful Wacko Maria will be.