StyleAsiaAn online video platform with latest updates on

Asian Pacific designer fashion.

Statement of Intent & Market ResearchName: Teo Jia EnClass: BAFMIN5B

Supervisors: Circe, Ann, Gilles

No media for Asia Pacific designer fashion

In video platform

PROBLEM

StyleAsia Teaser Promo Video

To create an Asian-Pacific online community that provides the latest Asian-Pacific

designer trends & entertainment news through videos.

Project Overall Concept

To provide fresh, exciting and entertaining videos on Fashion and Beauty in Asia Pacific.

To increase credibility and awareness of established and/or new Asia Pacific designers and artists.

A new platform for Asian designers to market their designs and reach their audience.

To further establish Singapore as a fashion capital.

StyleAsia Objectives

StyleAsia – Concept Detail

Content Stakeholders

Fashion Shows:◦ Singapore ◦ Japan◦ Korean◦ Thailand◦ Australia

Fashion Boutique Launch Celebrity Style Street Style Influencer (Selected Users)

Videos

Users / Viewers Designers Brand Owners

Product Core:

Chic, trendy, fashionable updates.

Actual:

Fashion Runways, Campaigns & Films

Styling

Designer Interviews

Influencers Uploads

Adv. Revenues

Augmented:Business

Opportunities:Designers - SalesManagers - ProfitsRetail Space OwnersCreative Owners /Content Producers

A

Core

Actual

Augmented

Most updated & comprehensive web platform for all Asian pacific designer

fashion shows, campaigns, trends, entertainment & news.

Unique Selling Point

Problem Project Concept Product Value Chart USP Content PEST Market Research and Consumer Analysis: Focus Group, Survey

Results, Interview Results Market Segmentation & Positioning Target Customers Competitors Perceptual Mapping Business Model SWOT Conclusion References

Content

Porter’s 5 Forces

Industry Rivalry

Moderate

Buyer Power(Advertisers)

High

Supplier Power(Fashion Weeks)

Low

Potential Entry /

Threat of Mobility

Moderate

Threat of Substitutes

Low

PEST

Political Association of Southeast Asian Nations (ASEAN) in 1967.Asean Free Trade Area (AFTA), 1992. (Asean.org)1. Increase ASEAN's competitive edge as a production base2. Attract more foreign direct investment to ASEAN. STYLEASIA to represent in depth ASEAN fashion & culture.Spring: Business Angel Scheme, Startup Enterprise Development Scheme (Spring.gov.sg)

Economic Stable and growing Singapore market economy at 1.5 % in 2012. (Businessweek.com) Compared to the Europe economy at -0.5% (Forextv.com)Low taxes. (Startupoverseas.co.uk)Healthy financial relations with ASEAN and global powers. (mfw.gov.sg)

Social Audi Fashion Exchange: Audi Fashion Festival, Blueprint, Star Creation. Singapore 8th Fashionable City in 2011 (Travel.cnn.com)Multicultural – A good platform for SEA market testingTop executives are getting adventurous with their attire. (thepeakmag.com) 42% of labour force working women and are well represented in many professions. (Onlinewomeninpolitics.org)

Technology

R&D Funding & Facilities (Spring.gov.sg) IntelligentNation 2015 Plan - Nationwide broadband internet access. (Ida.gov.sg)Intellectual Property Rights. (Singaporelaw.sg)

Rise of: Video Upload & Consumption (Yahoo.com) Fashion Videos & Films Video integration online Video Marketing, Promotion & Advertising

In depth Market Research - General

In depth Market Research – Focus Group

Top 3 Reasons for watching Fashion & Beauty Videos:

◦ 1. Follow Trends2. Conveniently saw the link on FB or website & Friend’s recommendation

– All said this would make them more inclined to watch.

Top 2 Video Links on:

◦ Youtube (ALL) & Facebook Link (5/7)

Top 2 Reasons why they like to watch Fashion & Beauty video:

◦ 1. Experience before the eyes 2. Visual demonstration clearer than text description.

In depth Market Research – Focus Group

Interest to watch Asian Designer Runways & Campaigns:

◦ 5/7 said Yes because they support Asian designers and feel they lack the publicity they deserve.

◦ 2/7 said No because Asian brands not as popular as Western.

Interest to watch user uploaded Asian videos:

◦ 4/7 Positive: Asia is vibrant fashion hotbed and better beauty videos by Asians for Asians.

Survey Results

~50 Answers 21-25 years – 75% Singaporeans – 94% Income/Allowance <$1000 –

81% Watches Video Infrequently -

Monthly

Survey Results – Asian Pacific Fashion Interest

Yes: 33%

Yes: 59%

No: 8%

Yes: 47%

Yes: 49%

No: 4%

Total Yes: 92%

Survey Results – Fashion Video Existing Interest

15%

15%

13%

34%34%

14%

Survey Results – User Habits

44%

26%

11%

11%8%

39%

21%

16%

Survey Results – Fashion Video Potential Interest

30%

31%

23%

16% 14%

13%

13%

Survey Results – Decision Making Process

23%

20%

14%

43%

30%

24%

Interview with Toni&Guy Marketing Manager Percentage of the

marketing budget: 5% reviewed yearly

Professional insights and advice for StyleAsia.com?

Perhaps something more interactive & involvement for both the designers and browser.

Or a direct chat between designers & their fans. Weibo has done well for that.

Competitor: FashionTV

Only 24/7 international TV network in 193 countries.

New multi-media Platform with the most comprehensive and fastest review of the global fashion.

Target Audience: Male 75% & Females 25%

Online: 25-45 years. TV: 35-64years.

12 million annual visitors on website FashionTV.com.

Covers Fashion in Asia.

www.fashiontv.com/ www.youtube.com/fashiontv

Competitor: STYLE.COM

Style.com is a fashion site covering trend reports, and extensive galleries of fashion-show photos.

Target Audience: Female 71% & Males 29% Online: 31 years. Fashion oriented target group. Media HHI: USD$77,500

2.7 Million Monthly Unique Visitors

205 Million Average Monthly Page Views

www.style.com/http://www.condenast.com/brands/style/media-kit/web

Competitor: LifestyleAsia

LifestyleAsia.com a pioneer in the online luxury lifestyle publication industry.

City-specific sites covering Bangkok, Hong Kong, Kuala Lumpur and Singapore.

Target Audience: 25- to 45-year-old affluent urban populations

358 daily, 130,670 annual pageviews on website.

36 videos, N.A. views / video. Opening Parties, Store Opening,

Socialite Parties.

www.lifestyleasia.com www.statmyweb.com/site/lifestyleasia.com

Competitor: Senatus.net

Asia's Premier Luxury and Lifestyle Magazine,

An online social network with offline/real world events.

Membership is exclusive and by invitation only.

1,048 daily, 382,520 annual pageviews on website, 250 videos.

http://senatus.net/http://www.statmyweb.com/site/senatus.net

Competitor: RazorTV, R.Age

RazorTV is novel free-access web TV service that combines the internet and TV platform, featuring video-on-demand content.

Target Audience: Local online TV audience, aged 18 – 40

167,000 monthly, 60 million annual page views on website. 900,000 unique audience.

~960 Total videos, 670 views / video.

Club/Parties Styling & Sentiments, Lifestyle Events, Modeling, Fashion/Jewel Show.

www.razor.tv/ www.sph.com.sg/pdf/Mediapedia/SPHMediapedia_OnlineDisplay_2.pdf

Competitor: Digital Fashion Week

Front Row Access, Real Time Shopping & Power to Influence. World’s first live-streaming only fashion week on Youtube.

Home-grown Singaporean designers presented along side international designers.

Additionally, viewers online can purchase the runway pieces seen in the videos on Zalora.

www.fashiontv.com/ www.youtube.com/user/digitalfashionweek

Competitor: OnStyle (Korea)

• Popular Korean Fashion Style & Lifestyle Video Platform with celebrity coverage

• Target Audience: N.A.

• 10.5Mil monthly, ~128 million annual page views on website. 65,954 visitors per day.

• Sold Out, Style Log & Get it Beauty.

http://onstyle.interest.me/http://www.statmyweb.com/site/onstyle.interest.me

Competitor: ASIA-FASHION EX (Japan)

ASIA-FASHION EX is for Asian girls who are interested in Japanese fashion. It covers music, art, cosmetic, boutique shopping and styling and popular shops by popular demand from viewers posted online.

DIO navigator will be real life perspective on youth culture with Q&A format shows from Asian countries.

Styling, Shopping, Q&A.

http://asia-fashion.tv/http://www.statmyweb.com/site/asia-fashion.tv

Competitors Cross Comparison

Brand FashionTV Style.com RazorTV OnStyle (Korea) DFW

Youtube Statistics

413, 837 Total Subscribers

53 Channels45, 585 Videos

339 million views7,400 views/video

Fashion Week, Top Models, Designers, Films, Destinations.

26,927 Subscribers

748 Videos

14.6 million views19,500 views/video

Fashion Shows, Parties, Designers,

2,237 Subscribers

346 Videos

9.2 million views26,500 views/video

Club/Parties Styling & Sentiments, Lifestyle Events, Modeling, Fashion/Jewel Show.

443Subscribers

150 Videos

729,705 views4,900 viewsVideo

Sold Out, StyleLog & Get itBeauty.

241 Subscribers

58 Videos

47,535 views820 views/video

Press conference, Runway, Backstage, Interviews, Google Hangout

Most Popular Video & View Count

Victoria's Secret Fashion Show 2012 2013

1.5 Million views

Milan Highlights: Spring 2013 Ready-to-Wear

256,000 views

The ideal bikini body (Bikini International Pt 1)

2400 Views

[Style] Get itBeauty Episode47 PartyMakeup –

51,000 Views

Backstage moments with Andrej Pejic and Sophie Summer

1,062 views

Market Positioning (Broad)

Partner Brand Price / Prestige

Low / Mass High / Glamour

Traditional Media Economy Cowboy

New Media Bargain Premium

Perceptual Mapping

RazorTV

Traditional / Professional

High End Glamour

Style.com

FashionTVLifeStyle Asia

Style Asia

OnStyle(Korea)

DFW

StyleHaul

Mass Market

New Media /Social Community

Senatus.net

AsiaFashion Ex(Japan)

Materialistic entrepreneur

New Age Family

Family-oriented traditional

The Dreamer

Entrepreneurial Strivers

The Aspirer

Modern Pragmatists

The Independent

The Dreamers

The Aspirer

Positioning statement:

To modern women and men who care about their image and keep up with trends.

To create a leading Asian-Pacific online community that provides the latest Asian-Pacific designer trends & entertainment news through videos.

Segmentation Targeting Positioning

StyleAsia

Entrepreneurial Strivers

Survey source: Trend Trackers , Published Straits Times 26/03/2009

Market Segmentation & Positioning Statement

Group Demographic factors

Psychographic factors Behavioural factors

The Dreamers

•single women•20s to mid-30s•Between $1,000 and $3,000 /month

•Dream of better status than they can afford•status-conscious

•Like to flaunt

The aspirers •men in their 20s to late 30s •professionals or run their own businesses

•Non-narcissists, they live for others rather than themselves •Health conscious•Awareness of healthy lifestyle

• Keep up with trends

Chosen Market Segments

37.8%

Family-oriented

traditional 9%

Materialistic entrepreneur

9%

The Dreamers

9.50%New Age family-

oriented 6.10%

The aspirers28.30%

Entrepreneurial strivers

9.10%

The independents

18.50%

Modern pragmatists

10.50%

The target segment is selected based on :• Size-46.9%• Growing Segment• Trendy, fashionable,

like to flaunt, status & brand conscious

Decreased compared to 2001

Increased compared to 2001

Source: ‘8 types of Singaporeans’

Evaluating Segments

Target Customers Demographics & Psychographics

Target Consumer

Primary: Trendy Working Adults

Age Mid 20s-40s

Life Cycle Dreamers & Aspirers, Entrepreneurial Strivers

Occupation

White collared, Professionals, Creatives

Lifestyle Events-Savvy, Sociable; need to be Trendy, Fashionable, Stylish & Contemporary

Economic Mid-high income, High Spending Power

Psychographic

Status & Brand conscious, Materialistic, Brands define personality. Influenced by word of mouth by peers

Behavioral

Like to flaunt Branded items.

Image: Facebook.com

Target Consumer

Secondary: Creative, Fashion-conscious Students

Age 15-Early 20s

Life Cycle Teenage phase, fashion & trend conscious, search for identity and to express it.

Occupation

Students, Undergrads, Part-timers, Fresh Graduates

Lifestyle Extroverted, Sociable, Events-Savvy, Tech-savvy.

Economic Willing to spend large % of income on fashion.

Psychographic

Image conscious. Easily influenced by word of mouth by peers; blogs, internet reviews

Behavioral

Like to flaunt the latest fashion items and trends.

Target Customers Demographics & Psychographics

Image: Facebook.com

Jo Lau 24 years old Project Manager at Mercury

M&C, Events & PR Industry Organizes Blueprint

Tradeshow Meets with designers, buyers

and creative professionals. Conducts Fashion research for

work. Shopping, Movies, Art, Design

& Photography Whimsical, quirky &

individualistic Dresses up for work & events. Trendy, Fashionable & Brand

Conscious Photo from Jo Lau.

Target Customer Profile

Business Model: Ad Revenue

Youtube Ad Revenue: $ 3/1,000 view, $3300/ 1,000,000 views

http://www.youtube.com/stylehaul

1 Clickable Banner + wallpaper banner on channel

Business Model: Channel Marketing

http://www.fashiontv.vg/presentation/media-kit-rate-card/

Video sponsorship – pre-roll slide + logo on right

Business Model: Video Sponsorship

http://www.fashiontv.vg/presentation/media-kit-rate-card/

People want to view friend’s recommendation & share

User Review & Sharing Feature

Helpful to objectives Harmful to objectives

Internal Strength: First of its kind to promote Asian talents through a consolidated video platformTap on to existing talents in ASEAN.

Weakness:New upstart, lack experience.Lack the capital to purchase the necessary HD video camera / for video production.

External Opportunity:Good structure and support for business in SingaporeGood GovernanceGlobal businesses based in Singapore for collaborationRising designers in Asia: Singapore. Thailand, Japan, Korea

Threats:Idea is easy to duplicate, in SEA.

SWOT

Proven demand & interest in platform. Combining the best features online. Preparing the technical side of the project. Moving forward: Mobile App for Fashion Videos Platform.

Conclusion

PEST http://www.euromonitor.com/singapore/country-factfile Social: Women in Singapore: http://en.wikipedia.org/wiki/Women_in_Singapore Women rights in Singapore: http://www.onlinewomeninpolitics.org/womensit/sg.pdf Men dressing up: Daring Dressers: http://www.thepeakmagazine.com/sg/brief/mar2010 Are men becoming more fashion conscious? http://www.ubscure.com/Art/149313/46/Are-Men-Becoming-More-Fashion-Conscious.html Market Segmentation: http://www.segmentationguides.com/mosaicsingapore2012/html/visualisation.htm Fashion Weeks: (http://www.seoulfashionweek.org/) http://audifashionfestival.com/about/

Star Creation: http://www.herworldplus.com/fashion/updates/fashion-updates-fashion-without-frontiers-star-creation-2012 WFW: http://www.herworldplus.com/fashion/updates/women’s-fashion-week-haute-couture-week-2012-singapore MFW: http://www.fidefashionweeks.com/mfws-about-page/

References

ASEAN History: http://www.asean.org/ http://geography.about.com/od/politicalgeography/a/asean.htm Spring: http://www.spring.gov.sg/Pages/homepage.aspx Economic Growth Forecast: http://www.businessweek.com/news/2012-08-09/singapore-economy-contracts-as-pressure-gains-for-policy-easing Eurozone Negative Growth: http://www.forextv.com/forex-news-story/ecb-q4-spf-euro-zone-2012-gdp-growth-0-5-pct-0-3-in-q3-2013-gdp-growth-0-3-

pct-0-6-in-q3 ASEAN strong ties and commemoration: http://www.channelnewsasia.com/stories/southeastasia/view/1238123/1/.html http://www.mfa.gov.sg/content/mfa/index.html http://en.wikipedia.org/wiki/Foreign_relations_of_Singapore Social: Singapore 8th most fashionable city: http://travel.cnn.com/singapore/shop/fashion-world-shocker-singapore-now-8th-most-fashionable-city-488750

Technology: R&D: http://www.spring.gov.sg/entrepreneurship/fs/fs/tecs/pages/technology-enterprise-commercialisation-scheme.aspx http://www.ida.gov.sg/insg/post/iN2015-Part-1-On-course-for-Intelligent-Nation-2015.aspx Intellectual Property Right: http://www.singaporelaw.sg/content/iplaw2.html

References