YKSRUT YLIME ,NORDAP ANAIRO ,ITTAVAZ AIROTTIV ,NIFFUR AIVILO
OSNOLA FORP // 014 MSAF
CONTENTS PART ONE- THE BRAND
PART TWO- LOCATION
PART THREE- AREA ANALYSIS
PART FOUR- POP UP
ABOUT THE BRAND
THEÂ GROVE
FOOTFALL
MOOD
MISSION STATEMENT
TARGET PERSONA 2
MARKET AREA + CHARACTERISTICS
DESIGN PLAN
CURRENT DISTRIBUTION
PRODUCT ASSORTMENT
LOCATION
FLOOR PLAN
FINANCIAL PERFORMANCE
HANDBAGS
MARKET DEMOGRAPHIC
SPECIAL FEATURES
MARKET ANALYSIS
BELTS
AREA ATTRACTIONS
RENT PAYMENTS
BRAND IDENTITY MATRIX
GLASSES
TRAFFIC
EMPLOYEES
SWOT ANALYSIS
JEWELRY
LOCATION DETAILS
PROMOTIONAL PLAN
PERCEPTUAL MAP
HEALTH AND SAFTEY
COMPETITORS
ZONING LAWS
BILLBOARDS
TARGET PERSONA 1
LEGAL ISSUES
LAUNCH PARTY
SALES TAX
TIME + ACTION CALENDAR
ABOUT THE BRAND Italian luxury fashion house Founded in 1985 by Domenico Dolce and Stefano Gabbana. Parent company: Dolce & Gabbana Luxembourg S.Ã .r.l.
MISSION STATEMENT To design, produce and distribute highend clothing, leather goods, footwear and accessories under the Dolce&Gabbana brand, as well as manage, through its licensees, the production and distribution of the fragrances, make-up, eyewear, timepieces and jewels lines.
CURRENT DISTRIBUTION IN 2009 DOLCE & GABBANA HAD 93 BOUTIQUES AND 11 FACTORY OUTLETS, SOLD IN OVER 80 COUNTRIES, AND CURRENTLY HAS 222 MONOBRAND STORES ACROSS 41 COUNTRIES
FINANCIAL PERFORMANCE TYPES *in millions
MARKET ANALYSIS Size of market for brand’s product category in US$ Revenue in the Luxury Goods market amounts to US $63,119,000,000 billion in 2020• Growth rate of US market (past 5 yrs + projected) The market is expected to grow annually by 0.9% Market Share: 0.00001697333
BRAND MATRIX
S
W
O
T
Strengths- Strong brand image, unique aesthetic and style, celebrity endorsement Weaknesses- High operation cost, controversies, cultural appropriation Opportunities- Potential rebuild and growth in Asia, expand target market Threats- Competitors, rise of streetwear, knock off market Consequences-Â Losing customers due to controversy or taking too many risks
LUXURY
LOW BRAND RECOGNITION
HIGH BRAND RECOGNITION
FAST FASHION
GUCCI DIRECT COMPETITOR $40 - $10,000 Luxury brand with over the top aesthetic 2 target customers High class luxury consumers buying for quality and aesthetic
Buy-in consumers who lack brand loyalty, but rep the brand heavily
ZARA INDIRECT COMPETITOR $9.95 - $280 Fast Fashion company with same European aesthetic that consumers can get for much cheaper
Target consumer fashion forward consumer who aims to save rather than spend Into the new cool trends
BURBERRY INDIRECT COMPETITOR $220 - $14,000 High fashion company, successfully transformed their classic styles to a more street style aesthetic while maintaining their long rooted heritage
Target consumer high fashion forward trendsetters Into trying new things and street style
VERSACE
DIRECT COMPETITOR $75 - $6,500 Italian ready-to-wear luxury brand. Luxurious aesthetic but not too expensive
Target consumer developed a wide target market by creating many different successful collections Versus- aimed towards the younger generations.
SAINT LAURANT INDIRECT COMPETITOR $200 - $23,400 French luxury brand
Target Market Focuses on serving consumers who are fashionconscious, strong-minded and independent. High education and income Enjoy luxury designer brands
Melissa Morrison 40 years old Graduated from UT as an Educational Psychologist. Stay at home mom Two kids, ages 7 and 10 Her Husband David is an international trader David’s income $400,000 annually Currently living in Dallas, Texas. VALS profile; Achiever and Experiencer.
THE GROVE
THE GROVE
FASHION FOCUSED CONSUMER
LOTS OF TOURISM
MEASURE PERFORMANCE THROUGH SOCIAL MEDIA LIFT
EXPAND MARKET
Amanda Carlton 23 years old USC grad with a major in Economics Fashion focused Youtuber Makes $80,000 annually Currently single Living with her parents in Beverly Hills. VALS Achiever and Experiencer
PRODUCT ASSORTMENT
HANDBAGS
BELTS
GLASSES
JEWELRY
LOCATION
FOOTFALL
THE GROVE CHARACTERISTICS 575,000 sq ft. open-air retail and entertainment center adjacent to the historic Farmers Market Entertainment focused uses as well as shopping and dining Visitor patronage levels exceeding those of Disneyland
“an old downtown that has come back to life.”
WHY HERE? very transit place with a lot of tourists from all over the world.
known for high-end boutiques
most of the time, people are willing to pay the prices of Dolce & Gabanna.
wanted to focus on the Summer season so we thought that Beverly Hills had that kind of a beachy aesthetic we were looking for.
MARKET DEMOGRAPHIC LUXURIOUS LIFESTYLE
LOVES SHOPPING, SALES, GOING OUT ON WEEKENDS
VALS EXPERIENCER + ACHIEVERS
GROVE ATTRACTIONS
37 STORES
21 DINING AREAS
LARGE CINEMA
HOTELS + CONCIERGE SERVICE
WEEKLY EVENTS
TRAFFIC You cannot drive through The Grove
Trolly runs through every ten minutesserves mainly as a tourist attractionÂ
Valet parking, self parking, electric car charging stations, bicycle parking, and rideshare drop off and pick up
Pedestrian traffic often includes those going to the Historic Farmers Market across the street
Over 18 million visitors each year
EXACT LOCATION P189 The Grove Dr, Los Angeles CA 90036
The Grove is an open-air retail and entertainment center
Adjacent to the historic Farmers Market in Los Angeles, California
The success of The Grove is attributable to the synergy among its entertainment-focused uses
Adjacent Retailers to our pop-up shop : Coach, Vince, Alo, Michael Kors, Apple, Nordstrom is nearby as well, with many luxury boutiques within like Louis Vuitton etc.
HEALTH & SAFETY GEOLOGY AND MINERAL
SEISMIC HAZARDS
RESOURCES
Earthquake Loads (light frame walls),
Mineral resources could be incompatible with future development as well as existing land uses. Mineral resource extraction, over the long term, could become economically infeasible.
Horizontal Torsional Movements, Elements Supporting Discontinued System, Detailing Requirements (Steel), Story Drift, Diaphragms Supporting Concrete or Masonry Walls and Diaphragm Chords and Drag Members, Seismic Provisions for Structural Steel
HAZARDOUS MATERIALS
Buildings.
The Health Hazardous Materials Division of the City provides emergency response
POLICE SERVICES
services for hazardous materials incidents.
Volume of calls for service. Number of
However, depending on the situation and
officers available at any given time. Number
location of a hazardous waste incident,
of Part 1 crimes (Part I includes robbery,
agencies other than the City and County Fire
assault, residential and nonresidential
Departments would also help provide
burglary, vehicle burglary, theft from vehicle,
emergency response.
grand theft automobile, and arson)
All businesses and business activity shall be conducted within a permanent building and shall be fully enclosed by walls and a roof.
No building, or any part constructed, in a commercial zone shall exceed forty five feet in height, measured as set forth in this chapter, or three stories, whichever is less.
Prior to the installation of any security grille in the interior of a commercial structure, such security grille shall require approval by the architectural commission, and a permit issued by the building and safety division.
Accessible automobile parking spaces shall be computed in accordance with the minimum parking standards, prepared by the planning division and approved by the council, which may be changed from time to time by the council and which shall be kept available for inspection by the public in the planning division.
ZONING
LEAGAL ISSUES All days of the week from 11am to 7pm Business license is required Insurance Business Tax Registration Certificate before or within 30 days of the start of business Regulatory permit Building permits Certificate of occupancy Resale number
SALES TAX The California state sales tax rate is 7.25%. This rate is made up of a base rate of 6%, plus California adds a mandatory local rate of 1.25% that goes directly to city and county tax officials. Depending on local sales tax jurisdictions, the total tax rate can be as high as 10.25%
THE POP UP
MOOD
SPECIAL FEATURES LUXURIOUS INTERIOR gold features, over the top decor pop up shaped like an iconic bag
LINELESS CHECKOUT advanced handheld tech to limit waiting In lines
THE POP UP
THE POP UP
THE POP UP
POP UP RENT 700 square foot
$4.40/sq ft
$3,080 per day
Hours: open everyday from 12pm to 8pm
EMPLOYEE BREAKDOWN
PROMOTIONAL PLAN
INSTAGRAM PROMOTION $5,000 boosting posts, $15,000 influencer marketing
#DGPOPUP $20,000 on social media ads: Instagram & Youtube
BILLBOARDS billboard at the Grove and one at Beverly Center (where their other LA location is) 1 month period for each, $15,000 each Smaller bus stop billboards: $2,000
MARGATSNI
LAUNCH PARTY CONCEPT welcome loyal customers to their new retail adventure. Invitations via email. An afternoon full of good vibes, live music, cocktails, mimosas, and some good food from locals of Beverly Hills.
COST $35.000 Including, beverages,
TAKEAWAY
music, food, waitresses, extra decoration, advertisements, and employees.
perfume samples for guests, in order to thank them for their presence at the event.
LAUNCH PARTY Saturday, June 1, 2021
4 pm - 8 pm
189 The Grove Dr, Los Angeles CA 90036
Semi-formal
TIME AND ACTION CALENDAR
THANK YOU
SOURCES https://casestudies.uli.org/wpcontent/uploads/2015/12/C033020.pdfhttps://thegrovela.com/https://www.vanityfair.com/culture/2013/03/rick -caruso-the-grove-lahttps://us.dolcegabbana.com/en/? gclid=CjwKCAjwte71BRBCEiwAU_V9h47A2vwfoV2Z81oEQ1k8LU5ZwjbMMTVisg9vuLvx9_U0N4xneLkFRoCjPwQAvD_BwE&gclsrc=aw.dshttps://www.instagram.com/dolcegabbana/ht tps://www.google.com/search? q=teen+ages+shopping++in+beverly+hills&tbm=isch&ved=2ahUKEwijuJnSsbHpAhWhVjABHScaCyoQ2cCegQIABAA&oq=teen+ages+shopping++in+beverly+hills&gs_lcp=CgNpbWcQA1CPDljJKWCnK2gCcAB4AIABqwGIAcI JkgEEMTIuMpgBAKABAaoBC2d3cy13aXotaW1n&sclient=img&ei=fzG8XuP8GKGtwbkPp7Ss0AI&bih=699&biw=1350&rlz =1C5CHFA_enUS800US800#imgrc=bWFdX4WzEMkQM&imgdii=NiRQx0w7KP4DJMhttps://www.beverlyhills.org/cbhfiles/storage/files/filebank/2577--GP-TBR-Chp6.pdfhttp://www.beverlyhills.org/departments/communitydevelopment/commercialandbusinessregulations/https:/ /worldpopulationreview.com/us-cities/beverly-hills-ca-population/