mosaic spring / summer 2013
DESCRIPTION
Mosaic Franchise Presentation Spring / Summer 2013TRANSCRIPT
BRAND OVERVIEW
For Franchise Partners
BALTIKA GROUP
• Fashion retailer
• Five retail concepts: Monton, Mosaic, Ivo
Nikkolo, Baltman and Bastion
• Five retail markets: Estonia, Latvia,
Lithuania, Russia, Ukraine
• 2013: 113 stores, including 97 brand
concept stores and 19 multibrand stores
• Vertically integrated business model
(Group controls all stages of the fashion
process: design, manufacturing, supply
chain management, distribution/logistics
and retail sales)
• Over 1200 employees
• www.baltikagroup.com
MOSAIC BRAND
• Mosaic was launched in 2006
• New brand visual identity and store concept in 2011 in co-operation with international agency Dan Pearlman
• Mosaic collection is sold in 132 stores:
• 34 concept stores
• 19 Baltika Group multibrand stores
• 79 stores through wholesale partners
• Main wholesale partners are Peek & Cloppenburg, Stockmann and Tallinna Kaubamaja
• 2011 retail sales: 15.5 mln EUR
• Central logistics centre is located in Tallinn, Estonia
MARKETS PORTFOLIO IN BEGINNING OF 2013
Retail and wholesale regions by stores
Region
Retail
stores
Wholesale
stores
Grand
Total
Baltic states 23 24 47
Russia & CIS 11 27 38
Western & Eastern
Europe 26 26
Grand Total 34 77 111
BRAND POSITIONING
BRAND VALUES & STATEMENT
Values
• Welcoming
• Comfortable Elegant
• Joyful
• Confident
• Reliable
• Relaxed Urban
Statement
• Mosaic is an international brand for women and men, who are
practical and family-centered and have a need for
uncomplicated and reliable fashion for work and for leisure in
the city and outdoors
TARGET CUSTOMER
Customer profile
• Women and men
• Mindset 35+
• Has an average income
• Work as specialists, middle level managers or civil cervants
• Family-oriented
• Values traditions and is socially active
• Practical and needs based buying behaviour
• Wants to look elegant and stylish, prefers clothes that make him/her look younger
FINANCING
Shop 100 м2
Investment on equipment 0 - 25,000 (250/м2) EUR
First intake EXW 20,000 EUR
Replenishment of 6 months 67,000 EUR
Marketing fee 10,000 EUR
Total 97,000 - 122,000 EUR
COLLECTION
COLLECTION KEYWORDS
• Practical
• long-lasting and easy to
combine styles
• Fashionable & Elegant
• understandable trend lines
and details for Mosaic target
customer
• Quality
• based on the product
longevity as well as value
PURCHASE PLANNING & QUALITY MANAGEMENT
Brand will prepare a product collection for each store based
on the following criteria:
• Shop size and agreed sales potential
• Agreed departmental and category sales mix
• Profile of the store (formal / casual and fashion stance)
• Seasonality of the location
• If needed, replenishment stock service can also be offered
(subject to availability)
• The allocation will be sufficient to cover the agreed sales
potential at an agreed level of sell through and discount
SEASONAL
MARKETING MATERIALS
OVERVIEW
• For every season we produce following materials that are used in different marketing and PR materials:
• Image photos
• Autumn/winter & spring/summer
• Catwalk photos
• Product photos
• Stylebook
• Helps shop personnel to make layout and window sets
• Web page
• Social media
• Video clip of image photos photoshooting
• Clip with seasonal image photos
• PR materials:
• Pressroom in English enables to download all image, catwalk and product photos and contains also illustrated trend texts
• Press releases and press event support
IMAGE PHOTOS
CATWALK AND PRODUCT PHOTOS
*These are just some examples!
MOSAIC-FASHION.COM
• Updated 4 times per year, twice in season
• In 6 different languages – EE, LV, LT, UA, RU and EN
LOYAL CUSTOMER E-MAIL
SALE E-MAIL
FACEBOOK.COM/MOSAICFASHION
• MOSAIC is active in Facebook
• Spring/summer fashion show was shown in live to
Facebook fans on MOSAIC fanpage
• The channel enables to give quick information about new
arrivals and bring clients more closer to the brand
INSTORE COMMUNICATION
• Brand uses instore communications to communicate
collection mix&match possibilities and good
prices/special offers
• Mosaic SALE communication is red
SALE MATERIALS
SHOP DESIGN
SUMMARY & CONTACT
BRAND STRENGTHS & BENEFITS
• Design-led collections
• Strong formal wear collection and easy to wear and
combinable smart casual collection
• Attractive entry prices
• Wide size range and good fitting
• Strong quality control
• Contemporary shop design concept
• Long-term experience in working on international markets
• Continuous brand development
HEAD OFFICE
AS Baltika
Veerenni 24
EE-10135 Tallinn, Estonia
Tel +372 630 2731
Fax +372 630 2814
www.baltikagroup.com