Transcript
Jasmine Chye
201111910
Daria Glazunova
201111938
Tuan Kiet Tran
201111796
Vivian Singson
201111978
Novera Kuswantoro
201111963
Introduction
Background
Product
Research
Market Segment
Price
Promotion
Conclusion
Trailer
Background
Part of sustainable fashion as manufacturing reversible pieces were less harmful to environment
First mentioned in 2008
Popular among travelers
Trends:KachindoEthnicSwim “evening” wear“Button” dress
Company Objectives
Providing stylish, versatile clothes to our consumers
Advertise and make known our label to the mass market within 2 years
Target to break even in 2.5years Establish our label as a
standalone brand within 5 years.
ProductReversible Clothing; 2-in-1 style of clothes
Efficient in styling of themselves
Research
We conducted an online survey, targeting males and females ages of 16-30years old
Our aim: To find out the market’s perception of reversible clothing and if they are receptive to the idea of it
Research
Research
Research
Market Segmentation
Market Targeting & Market Positioning
Concentrated MarketingSpecific targets- people who care about style but don’t have time. Small firmLimited resources
Inside Out -There’s no wrong sideEffortlessly stylishHighly economicWardrobe savvy
Product Life Cycle
Development
1 Year
Small shop in Sydney
Observation
Introduction
1 ½ Year
Sell in department stores (e.g. Myer & David
Jones)
Growth
2 years
Advertise using star power
Join Fashion Weeks
Maturity
4 yearsBoutiques in Shopping CentersOnline shoppingInternational market
*Shot screen of our websites
Location
Main locations (Introduction):Departmental stores (e.g Myers, David Jones)
Fashion week (Growth)
Future (Maturity):Online shopping
International Market
Market Pricing
Cost based pricing
Competition based pricing Forever 21, sports girl, cotton on, country road, dotti, supre, bardot, glue
Marketing Pricing- Cost Based Pricing
Marketing Pricing- Competition Based Pricing
Dress (F) Top (F) Skirt (F) Top (M) Bottoms (M)
Dotti $69.95 $30.90 $29.95Sports Girl $ 149.95 $ 29.95 $ 49.95Bardot $ 79.95 $ 59.95 $ 49.95Glue $ 169.99 $ 49.99 $ 69.99 $ 79.99 $ 69.99Country Road $ 199.00 $ 59.95 $ 99.00 $ 59.95 $ 89.95Forever 21 $26.80 $19.90 $19.90 $15.90Supre $25 $16 $25Cotton on $27.90 $12.95 $19.95 $24.95 $39.95
Inside out(our label)
$26 $20 $26 $20 $26
Market Pricing-Comparison
Cost Based Pricing
Competition Based Pricing
ManufacturingPrice for Top
$15 $15
Profit in 1 month if 50 pieces of top are sold
$(29.10-15) x 50= $705
$5 x 50= $250
Profit in 2.5years $705 x 30= $21,150 $250 x 30= $7,500
Our chosen pricing strategy: Cost Based Pricing
SWOT
Promotion Mix
Internet
Fashion shows
Flash mob
Billboards on busstops outside office buildings
• Posters in shopping malls
• Commercial
Promotion Mix
• (Poster picture)
Promotion Mix
Promotion MixSocial Media
Promotion MixSocial Media
Social Media
Advantage
•Convenience
•Active
•Online users increase
Disadvantage
•Internet doesn’t save data
permanently
•“Knife”
Internet is very important of social life and the value of the Internet research tool is argued by some people
Social Media
Conclusion
• In conclusion, we strongly feel that our product of reversible clothing is highly feasible in the market.
• With our marketing tactics and on going advertisement, we feel that our label can become the next fashion trend in town
Movie
References• Spencer, T. 2011 ‘Product Life Cycle Model’,
Australia, Tom Spencer, viewed 19 November, 2011
<http://www.tomspencer.com.au/2009/01/25/product-life-cycle-model/>
• Vensel, A. 2008 ‘Reverse Fashion-O-Logy: Reversible Clothes!’, Australia, CelebrityClothingLine.com, viewed 20 November, 2011
<http://www.celebrityclothingline.com/celebrity-entrepreneurs/reverse-fashion-o-logy-reversible-clothes/>
• Greynium Information Technologies Pvt Ltd 2011 ‘Reversible Clothing Trends for Women’, viewed on 20 November, 2011
<http://living.oneindia.in/beauty/women-fashion/2011/reversible-clothing-flexible-fashion-220711-aid0111.html>
• Glue Store2011 ‘Glue Store’, viewed on 18 Novmember 2011
<http://www.gluestore.com.au/>
• Supre 2011 ‘Supre’, viewed on 18 Novmember 2011<http://www.supre.com.au/>
• Dotti 2011 ‘Dotti’, viewed on 18 Novmember 2011
<http://www.dotti.com.au/>
• Country Road 2011 ‘Country Road’, viewed on 18 Novmember 2011
<http://shop.countryroad.com.au>
• Cotton On 2011 ‘Cotton On’, viewed on 18 Novmember 2011
<http://shop.cottonon.com>
• Bardot 2011 ‘Bardot’, viewed on 18 Novmember 2011
<http://www.bardot.com.au/>
• Sportsgirl 2011 ‘Sportsgirl’, viewed on 18 Novmember 2011
<https://shop.sportsgirl.com.au/>
• Forever21 2011 ‘Forever 21’, viewed on 18 Novmember 2011
<http://www.forever21.com/>
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