Upscale Resale Boutique In Taipei, Taiwan I-Chieh Chen
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Upscale Resale BoutiqueIn Taipei, TaiwanI-Chieh Chen
Business ConceptScavengers Gems is a service-oriented concept. The business is a resale shop for moderate to better market apparels and accessories. The concept is to provide an unique and elevated service to shoppers who are seeking gently used, second-hand apparels and accessories in Taiwan.Scavengers Gems aims to change what the general public used to think about resale shops by providing inspiring visual presentation and elevated brand experience.
Mission Statement and Core ValueScavengers Gems thrives to elevate the concept of resale fashion industry in Taiwan. The business is aimed to be the most beneficial and pleasant place for its customers to buy, sell and trade like-new and recycled clothing. With the companys upscale approach and trendy vibe, Scavengers Gem will show our customers that chic and fashionable styles can be achieved with superior value. Core Values:InnovativePassionateColorfulEnvironmentally consciousCustomer Centric
LocationXimending District: Harajuku of Taipei
Product Description and PricingResale/consignment shop for moderate to better market womens apparels and accessories. The Target Resale Retail price follows industry standard practices.Scavengers Gems carries brands that are modern, fun, colorful, fashionable, but still highly functional, comfortable and appropriate for everyday wardrobe.
Channels of Distribution
Market Assumptions and TrendsResale was one of the fastest-growing segments of the retail industry. Gently used merchandise has become an alternative to new, more expensive goods. In addition to looking for a great deal, many people sell used goods to earn a few extra bucks. Throughout the past two decades, the used merchandise industry also benefited from increased environmental consciousness.
Retail Industry Condition in Taiwan
Competitive Analysis
La Flea
Brand off Taiwan
SWOT
SWOT
Target MarketDemographicAge: Primary: 18-28, Secondary: 25-35, Tertiary: 15-20Income: Primary: Middle class income from $15k to $30k (Income level standard in Taiwan is lower than the US. If we are using US income level as an example, it would be between $25k and $40k), Secondary: $25k to $35k, Tertiary: No income (teenagers on allowance) to $15k.Gender: 97% females 3% malesProfession: Students, teachers, people who work in office environment or in the fashion industry, mid-level managers, housewives, artists, hair dressers, and other professions that are not labor intensive.
Target MarketPsychographic Lifestyle: My customers are a mix of Strivers and ExperiencersSTRIVERSImage-consciousLimited discretionary incomes but carry credit balances.Spend on clothing and personal-care products.Prefer TV to reading. EXPERIENCERSFollow fashion and fads.Spend much of disposable income on socializing.Buy on impulse, attend to advertising.
Awareness of Trends:
Hobbies and Forms of Entertainment
Status Seeking
Please see the written document for 3 detailed customer profiles
Marketing Goals and ObjectivesMarketing goals for the first year of business:To attract traffic to the store and visitors to the company website and various social media channelsTo encourage transactions and purchases from customers and meet year-end sales goalTo increase brand awareness and build reputation as the leader of upscale resale businessTo promote the idea of sustainable lifestyle
A Set of Brand GuidelinesNAMES, LOGOS, AND SLOGANSThe name of the business is Scavengers gems. I chose to use these two words because I want it to represent the idea that everyone can find treasure in unexpected places, even among things that were discarded by others.
A Set of Brand Guidelines Cont. WORDS, PHRASES, AND COPY SAMPLESVibrantTrendyBudget ConsciousLivelyEnvironmentally FriendlyGreat ValueModernVisually PleasingSophisticatedWelcomingPurposefulInspiring
Examples of Marketing Materials
Interactive Media and Online PresenceSocial Media Use
Website content Maintaining the website content will be a top priority for Scavengers Gems. Customers can find the following content on the website under each titled tab:AboutContactBlogProductNews and Events
BlogFlickrYouTube
Email Marketing
Example of Email MarketingSurvey Coupon Email Marketing
Search Engine and Pay Per Click
Display AdWebsites to Target:FacebookShopping section on PCHome.comShopping section on Yam.com.twShopping section on tw.Yahoo.comTaipei Walker Magazine WebsiteBEAUTY Magazine WebsiteChoc-Girl.com.twBloggers:benshee1005.pixnet.net/blogitslilian1002.pixnet.net/blogksnancy.pixnet.net/blogwww.chiaow.com/alleyzh8.pixnet.net/blog
Ideas for campaigns, promotions, events, and creative concepts
Marketing Calendar
Thank You
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