APPLIED MANAGEMENT - ANNA VO

ANNA VO

&

THE CHARM OF BATIK

TABLE OF CONTENT

1. Executive summary 2. Introduction

3. Project research 3.1 Handicraft situation in fashion 3.2 Black Hmong 3.3 The process of Black Hmong batik technique 3.4 Black Hmong motifs and symbols 3.5 Target customers 3.6.Competitors 4. Why this trend worth exploiting 5. Project guideline 5.1 Product 5.2 The uniqueness of this idea 5.3 Set boxes 5.4. Contract with Black Hmong people 5.5. Time duration 6. Launching campaign 7. Promotional timeline 8. Financial plan 9. References

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EXECUTIVE SUMMARY Anna Vo is well-known for strong in-house craftsmanship- which could be improved and adapted with something more unique to enhance the brand image and sustainability.

From the initial research, it is necessary to expand the target market of the brand, reaching more potential ones by more accessible price.

For these reasons, creating an entrance-priced line which applied Hmong Batik printing is a way to boost the brand awareness as well as bring long-term benefits considering to brand image and sustainability. This business plan will give the information about the recommended products and the trend and also provide the promotional budget and timeline to make this plan achieved easily.

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INTRODUCTION The brand provides unique designs for women, which expresses the personality of a modern ladies but also reflects her elegance. The combination of simple lines & patterns creates a special minimalist chic look that reflects the brand image.

With all the special features and good services that Anna Vo provides to its customers, the brand is able to gain its credibility from both local and foreign customers from around the world.

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PROJECT RESEARCH

HANDICRAFT SITUATION IN FASHION In the international market, Manos Zapotecas, Mochi, The Bradbury, etc. are the best known brands about the handicraft fashion. They cooperate with best occupation villages in Lao, India, Mexico and China to create products (Gill, N n.d).

Currently, handicraft manufacturing is rising in Vietnam. The recent years have witnessed the establishment of brands focusing on handicraft, for example Mai Vietnamese Handicraft, Craft Link, Kilometre 109, Fashion 4 Freedom, etc. These brands have been creating more jobs for minority as well as reserve the traditional handicraft. Mai Vietnamese Handicraft has earn a global profit represents 10% of the annual turnover (Nguyen & Stevenin). In addition, Kilomet 109 signs the contract with the North ethnic minority to apply their traditional techniques to produce the garments (Fashion Revolution n.d). Fashion 4 Freedom creates jobs for the difficult people in the local craft villages. In the supply chain of the brand, their artisans do not need to move to Saigon or Binh Phuoc so they can work at home with high income (Forbes Vietnam 2016).

Mai Vietnamese Handicraft

Kilometre 109

Fashion 4 Freedom

Many textile heritages which including Batik Hmong technique is in danger because of low consumption. Moreover, government is not focus on preserving them while many local brands just follow Western styles and do not exploit them. Many of those ethnic minorities are becoming unemployed (Khoa, A 2016), (Bnews 2017), (Phuong, H 2017).

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PROJECT RESEARCH BLACK HMONG

Black Hmong is an ethnic minority in the North of Vietnam. Black Hmong women care a lot about fashion, but direct to more slow and steady one. They are famous for making clothes which are applied embroidery and batik printing. With the unique of the patterns, these clothes are being favoured by both Vietnamese and foreigners (Wild Tussah 2015).

Since ancient times, Black Hmong people have used motifs and patterns to represent their daily lives and culture on the designs of their textiles. No two jackets or skirts are the same as every garment is hand crafted to communicate a stage in the owner’s life (Haute Culture Fashion 2016).

Batik priting

Vietnam textile

According to Shah, A (2012), a skill once passed on from mothers to daughters, embroidery was used mainly to decorate clothes hand-sewn for the Hmong New Year and other occasions. Called paj ntaub (pronounced “pan dow”), it means “flower cloth” in Black Hmong.

Besides, Black Hmong people also make accessories by hand such as the ring, earrings, necklace, etc. However, the round shape of them is one of the icon of Hmong accessories (Dulichsapa.vn, n.d).

Making garments

Hmong Earings

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PROJECT RESEARCH STEP 1

Harvesting and weaving the hemp or cotton.

Tjanting is being dipped in hot liquid wax on a pile of burning charcoal.

Tjanting traditional batik drawing tool for applying wax.

Woman working on loom.

STEP 2 Silkworms feeding on leaves.

Breeding silkworms and spinning their silk.

Drawing symmetrical repeat design onto cotton cloth.

STEP 4

Indigo-stained hands separating hemp fibers.

Collecting beeswax for application in producing batik designs.

STEP 3

Silkworm cocoons which will be spun into silk thread.

BATIK HANDICRAFT OF THE BLACK HMONG

Applying indigo or other dyes.

Dying fabric in barrels of indigo up to three days until the desired shade is achieved.

Indigo-dyed batik fabrics drying in the sun.

Then sewing and embroidering the garments.

STEP 5

Indigo-stained hand.

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PROJECT RESEARCH

BLACK HMONG MOTIFS AND SYMBOLS

MountainH Mountain

ouse House

Elephant Elephantfootfoot

SnailS Snail

nail (Spiral) Snail (Spiral)

Steps Steps

Step Step

Cross Cross

Fences Fences

Leaf LeafFrond Frond

Cucumber Leaf Cucumber Leaf

Heart Heart

Peacock Peacock Ocellus

ChickenEyes EyeC Chicken

RamsHorns Horns Rams

Chicken Feet Chicken Feet

Ocellus

Dragon Tail tail Dragon

Sun Sun

Hook 2

Hook 2

Flower Flower

Sun 2P Sun 2

Hook 3

Hook 3

Seed (Pumpkin) Seed (Pumpkin)

inshell Spinshell

Landscape

Landscape

Flower Flower

Star Star

Diamond

Diamond

Seed Seed

Fish Hook Fish Hook

Diamond

Diamond

Seed Seed

entipede Centipede

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PROJECT RESEARCH TARGET CUSTOMERS

Current customers of Anna Vo

Potential customers of Anna Vo

The current loyal customers are the main ones who prefer in-store channel.

Audiences who are aware of Anna Vo through in-store channel or social media channels.

Audiences who love fashion that consume fashion information daily by reading magazines or online fashion magazines.

Audiences who follow influencers as well as key opinion leaders (KOLs).

Loyal customers prefer in-store channel

Customers who read magazines

Customers who are driven by social media

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PROJECT RESEARCH COMPETITORS

ANNA VO

Product

Unique selling point (USP)

(Anna Vo 2017)

(Kilomet 109 2017)

KILOMET 109

FASHION 4 FREEDOM

-Product ranges: Womenswear, Menswear, Accessories.

-Product ranges: Womenswear, Menswear.

-Product ranges: Womenswear, Menswear, Accessories, Footwear.

-Target age group: 25-45 years old.

-Target age group: 20-45 years old.

-Target age group: 25-45 years old.

-Middle-high class

-Middle-high class

-Middle-high class

-Styles: Ready-to-wear, Contemporary, Simplicity, Practicality.

-Anna Vo hire local expertise in embroidery by training her staffs about embroidery skills in order to preserve Vietnamese traditional handcraft.

Location

Ho Chi Minh City, VN

(Fashion 4 Freedom 2017)

-Styles: North Ethnic inspiration, -Styles: Traditional, Ancient imperiEuropean inspiration, Natural dyed al region, Wood art, Modern luxury, colours.

Unique, Organic nature.

-Kilomet 109 is a local sustainable -Fashion4Freedom is social enterfashion label that sign the contract prise that works directly with Vietwith the North ethnic minority to namese artisans, villages and co-opapply their traditional techniques to erative with a vision is to establish the brand products. an alternative production model that preserves Vietnamese heritage through an ethical and sustainable supply chain.

Ha Noi City, VN Ho Chi Minh City, VN

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Why this trend worth exploiting?

This trend is worth to exploit because it is meaningful that it supports to the traditional heritage and create jobs for ethnic people. Moreover, bohemian pattern is one of the future key trend named Human Nature in Fall/ Winter 2018/19 (WGSN 2017). Besides, the batik technique is hoped to create the uniqueness to attract more customers to the brand.

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PROJECT GUIDELINE PRODUCT

In this plan, printing Batik techniques will be applied. The core products is the set boxes. Each box will have five entrance-priced items, which are 2 scarves, a twilly, a handbag and earrings. All the patterns on the fabrics will be sent to Black Hmong people to printed while the pattern making and tailoring products are made by Anna Vo team.

There are 5 patterns which are inspired from the life: The Longevity, The Prosperity, Love Life, Nature and Family/Union.

The Longevity Represents for the hopeness of people

The Prosperity Represents for the hopeness of people

Love Life

Nature

Describes the romantic and optimistic look about the life

Family/ Union Emphasizes 2 important factors in the life: Everyone must never forget their own origins and their missions in an union so everyone needs to work and live responsibly.

Besides, each box has a thank you letter and a mini book. The reason for these things is that it can express the respect of the brand and introduce the Batik Hmong technique to the customers.

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Reasons for choosing SCARFS This item is very versatile. According to Hello Glow (n.d.), people can use scarf to be the headband, bracelet, knotted necklace, scarf wrap, belt, knotted shawl, etc. and use it everywhere in every situation. Moreover, it can use to be adapted to the bags to make them more outstanding. Furthermore, this is one of the items that is never go out of fashion (Bureau, 2016).

TWILLY Following Hermes, twilly line with more affordable prices The Twilly, which is effectively a long and narrow piece of silk (84cm x 5cm) is more recent and comes in a similarly dazzling array of colours and patterns.

The name is taken from “Twill” and refers to the weaving technique which produces a strong and beautifully draping fabric – just what people want in a scarf. It is a fantastic accessory and can be used as a head scarf, or tied round the neck as a bow, round the wrist as a bracelet or wrapped around the handles of the bags (Birkin bag blog, n.d).

EARRINGS This item can be made by hands. It is also not difficult to be made. In addition, the cost for this production is not expensive so the brand can sell it with good price. Besides, earrings are also one of key items in the accessory line of the brand and Hmong accessories. The plan will order the hoop earrings from Black Hmong people because earrings which have rounded shape are the icon of Hmong women (Dulichsapa.vn, n.d). Then, Anna team will put and sew the fabrics on the earrings.

SILK SATIN FABRIC (Material for twilly & scarf) BSCO (n.d.) points out silk satin fabric makes the products look more luxurious and has high absorption. In addition, Vietnam is one of the best source for silk (Vietnamnet, 2015) so it will save the cost of material for the brand that the brand does not need to outsource this fabric.

HANDBAG Batik handbag is the traditional handicraft product in Hmong. This one is also essential for women because it is one of the must have items of everyone.

NON WOVEN POLYPROPYLENE (Material for handbag) This fabric is friendly for environment because it can be recycled and produced by using non toxic chemicals. Besides, the cost is really affordable (Moitruong.com, 2017).

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PROJECT GUIDELINE

THE UNIQUENESS OF THE IDEA This idea is unique because it support to Hmong people and create jobs for them.

In addition, it helps to preserve the traditional heritage of Vietnam. Especially, in Vietnam Hmong people are best known about this technique so it will make Anna Vo design more special. Besides, the uniqueness of the printing and embroidery will draw the attention of customers, mostly foreigners who are seeking for products associated with Vietnamese culture. This is handicraft manufacturing, therefore it still ensure the brand concept and identity.

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PROJECT GUIDELINE SET BOXES

EARRINGS

SCARFT

TWILLY

•Materials: Silk Satin fabrics with batik printing and Hmong hoop earrings.

5 patterns •Production steps: +Making hoop earrings: Black Hmong people +Designing pattern: Anna team +Fabrics: Ben Thanh market +Making the final products: Anna team (cut and sew the fabrics on the earrings)

•Material: Silk fabric with batik printing 5 patterns Size: 45 x 45 cm •Production steps: +Fabrics: Ben Thanh market +Designing pattern: Anna team +Printing: Black Hmong people +Tailoring and pattern cutting: Anna team.

•Material: Silk fabric with batik printing 5 patterns Size: 84 x 5 cm •Production steps: +Fabrics: Ben Thanh market +Designing pattern: Anna team +Printing: Black Hmong people +Tailoring and pattern cutting: Anna team.

HANDBAG

MINIBOOK

THANK YOU LETTER

•Material: Non woven polypropylene fabric (Phu Tho Hoa market) •Designing: Anna team •Printing: Black Hmong people +Tailoring and pattern cutting: Anna team

Showing 5 patterns of this collection with the introduction about the collection

Thank you letter content: Dear my beautiful ladies, I hope you enjoy the set box and bright yourself as the way you are.

Love, Ms.Anna

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PROJECT GUIDELINE CONTRACT WITH HMONG SUPPLIER -Time duration: Batik printing and hoop earring supplying in 6 months.

-All the fabrics will be sent to Black Hmong people to printed by using Batik technique.

-The hoop earrings will be made by Hmong people.

Note: Pattern making and tailoring will be happened in Anna Vo inhouse production by Anna team to save cost because this is one of the special thing of the brand that the brand does not need to pay cost on making product. Moreover, the brand can be easy to control the designs of the products.

PRODUCTION TIME This accessory collection will be in the Winter collection because at this time, it is too late to do the Spring/Summer collection. Moreover, the scarf is one of the items that people use more in Winter trend (Vietnamnet.vn, 2015). Besides, this collection is just sold for 3 months because of some reasons.

Firstly, this plan follows to Miss Anna that she just produces a low quantity for both commercial pieces and run-way line to prevent the high quantity of inventories. Then, the designs will be made to order if customers want.

Secondly, this time duration is not too short to help the Black Hmong people have the good income.

Finally, it is risky for the brand if this plan goes in a longer time because if this fails, the brand will receive a high loss.

Besides, the reason why the batik printing and hoop making which are conducted by Black Hmong people will happen in just 1 month because if these steps happen each month gradually, the cost of transportation will be very high.

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LAUNCHING CAMPAIGN SEPTEMBER Access to market research in details, draw up to marketing plan for new line launching Planning campaign - lookbook Preparation for Visual merchandising Installation.

PRE-LAUNCH SEPTEMBER-OCTOBER 2018

OCTOBER -Preparation for Launching day •Invitation/Thank you letter prints •Food and Beverage (F&B) •Product Placement •Door gifts -Online Press Release sent to media partners (ELLE, Dep, Harper’s Bazaar, L’Officiel, etc

SAVE THE DAY

ONLINE CAMPAIGN

Email/newsletter sent to VIPs and current customer (database) announcing the launch of ‘The Charm of Batik’ collection.

Save The Date e-invitation sent to Media list and guestlist.

Run online campaign to create awareness and attention for the new line (teaser, lookbook, Instagram & Facebook update).

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Description

Lookbook: For each pattern, there are 7 photos. The first photo is a scarf on the white background. In the second photo, the scarf will be arranged with some things with have the same colors to the colors of the patterns. The twilly, earrings, handbags will have 3 photos for each with white background. The model will wear the products and pose in these two last photos.

Especially, the photographer will take these two last photos with the model while the other 5 photos will be taken by Anna team/ms.Anna because it does not requires a skillful photography skill and it will help to save cost.

The model will be Ms.Anna Vo because this lookbook does not requires the skillful posing.

Moreover, model will wear the clothes from Anna Vo brand and this photoshoot will happen in Anna Vo’s house so reduce cost.

Visual Merchandising: The visual merchandising will have 5 inox pillars to display the scarfs.

In-store placement: The collection will be displayed on the big table which is available in Anna Vo’s store.

Food and beverage (F&B): This will includes cream puffs, pateso cakes, soft drinks and coffee.

Number of guests: About 30 people in fashion industry and media environment.

Door gifts: 30 notebooks.

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LAUNCHING CAMPAIGN Launching Event: A collection presentation will be held to introduce the collection/concept as well as inform audience of Anna Vo brand going sustainable in fashion via multiple media channels.

• Time: Second week of October 2018

LAUNCH OCTOBER 2018 FIRST 2 WEEKS ONLINE CAMPAIGN encore Physical Invitation sent Launching day

• Venue: Anna Vo’s flagship store (reduce venue cost and drive traffic to store) • Guestlist: -Media partners: ELLE, Dep, Harper’s Bazaar, L’Officiel, Zing, AnyArena, VNExpress, saostar, HTV7, Heritage etc -VIP customers of Anna Vo -Anna Vo’s entourage • Event flow: -6pm-7pm: Welcome guest +Distribute Press Release to media partners +Distribute drinks + finger food -7pm - 7:15pm: Welcome speech from Anna Vo -7:15pm - 7:30pm: Speech from this collection ambassador - Actress/producer Kathy Uyen -7:30 - 7:45pm: Video Screening - ‘The Charm Of Batik’ - Story told from the village -7:45 - 8:00pm: Mini fashion show -8:00 - 9:00pm: networking, guests feel and try on product, photo taking -9:00pm: Closing speech and door gifts sent to guests

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LAUNCHING CAMPAIGN Video: The objective of the video is introduce and gain awareness about the batik technique

• The content of the video including footage of the making process of the products using batik technique by the Black H’Mong people to introduce and emphasize the uniqueness, refinement of Vietnamese handicraft and the painstaking process of creating Anna Vo’s product, also educate people about sustainability.

Reason for choosing: According to Nielsen 2016, watching video is one of the biggest habit of Vietnamese. Especially, using video in promotion helps to reach out to 100 millions of audiences in a short time without a lot of money. Moreover, the sound and images which are used on video will make the customers more understanding the ideas. Besides, 79% people who use Internet watch videos every day (Akhtar, H 2017)

• The video will be 5 minutes long with a 30 seconds teaser entitled ‘The Charm Of Batik’ - Story told from the village in the format of a fashion film.

• Conduction: -Filming is conducted by Ms.Anna/Anna team when going to Hmong area to deal with them about the cooperation. This can help the brand to save cost. Besides, this video also includes some scenes which are available on Internet.

-The filming editing could be recruited from RMIT university (Photography Club, groups of students with great achievements from filming courses of COCD, volunteer groups) to reduce the production cost as well as creating the opportunity for students to work in real industry situation.

• Video making duration: 1 months

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LAUNCHING CAMPAIGN Collection Embassador: It is suggested that this collection take Kathy Uyen as the ambassador for the line.

Ambassador’s scopes of work: Duration: 1 month (launching month) from mid October to mid November 2018 Attend and give speech in any event organized to promote the collection Using the products and promoting on her channels (Facebook/Instagram) on a regular basis.

Ambassador’s benefit: Free samples of new products sent every month.

A 20,000,000 millions fee for PR activities (attend events and social media posts) for one month endorsement.

50% discount on any purchase from Anna Vo brand.

Image featured on articles about the collection on media channels (online and print magazine).

Reason for choosing: -She is well represented for Anna Vo’s branding personality and popular to the target customers of Anna.

-She has universal identity => very efficient to help communicate the message and information of the new collection that promote the Vietnamese heritage to not only Vietnamese but also foreign community.

-Endorsing the popularity and credit of Kathy Uyen to viralize the collection and its message as well as brand awareness for Anna Vo brand.

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LAUNCHING CAMPAIGN POST-LAUNCH OCTOBER- NOVEMBER 2018 Articles spread on media channels of the Launching Event and the collection.

Posts on Anna Vo’s social media channels (sponsored ads will be paid to increase the traffic and visit to social media fanpage.

2 new posts per week on Facebook.

PUBLISHED ON: www.dep.com.vn www.elle.vn www.bazaarvietnam.vn www.lofficiel.vn www.anyarena.com www.saostar.com www.zing.vn www.cosmolife.com Anna Vo brand Facebook/Instagram

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CAMPAIGN TIMELINE

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FINANCIAL PLAN PRICING STRATEGY

Scarf (45x45): 38 USD -> 864,000,000 VND Scarf (85x85): 70 USD -> 1,592,000 VND Twilly: 30 USD -> 682,000,000 VND Earrings: 20 USD -> 455,000,000 VND Handbag: 43 USD -> 977,000,000 VND Set box: 200 USD ->4,547,000 VND

The pricing strategy is based on the Cost of good sold. This plan follows the markup percentage of luxury brands that the luxury brands usually add 200% to 300% to the cost prices. The markup will be 200% to all the products in this collection because 300% markup will make the product prices very high while one of the special things of Anna Vo brand is the good price. Especially, the set box will be markdowned from 212,000 USD to 200,000 USD to boost the selling of this product type because the price of each set box is really expensive.

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FINANCIAL PLAN QUANTITY STRATEGY

-Quantity/month: The quantity of this collection is based on the brand that the brand usually produces a small quantity for each products (2-3 pieces for each size) so then Ms.Anna will produce products again if the customer order. All the product types will have 5 patterns. each pattern will have 1 to 3 pieces.

The scarf (45x45) and twilly are predicted to be sold easier than others so each patterns of these products will have 2-3 items. Besides, handbag and earrings are easy to be out of fashion so these products will have 1 items for each patterns/ month.

Furthermore, the scarf (85x85) and set box are expensive so these products will have 1-2 items for each patterns/month.

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FINANCIAL PLAN PROFIT AND LOSS

This collection is just sold for 3 months because of some reasons.

This accessory collection will be in the Winter collection because at this time, it is too late to do the Spring/Summer collection. Moreover, the scarf is one of the items that people use more in Winter trend (Vietnamnet.vn, 2015).

Besides, the reason why the batik printing and hoop making which are conducted by Black Hmong people will happen in just 1 month because if these steps happen each month gradually, the cost of transportation will be very high.

Firstly, this plan follows to Miss Anna that she just produces a low quantity for both commercial pieces and run-way line to prevent the high quantity of inventories.

Then, the designs will be made to order if customers want. Secondly, this time duration is not too short to help the Black Hmong people have the good income.

Finally, it is risky for the brand if this plan goes in a longer time because if this fails, the brand will receive a high loss.

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