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Proble

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Biaten is a concept store that provides quality services as well as whimsical, exclusive, modern creative local designer fashion to women from their 20s to 50s.

Conten Concept/USP

USP

Logo

Objectives

Market Analysis

PEST

Porter’s 5 Forces

Target customers

Market Segmentation

Competitors Analysis

Market Positioning

SWOT

Marketing Plan: 4Ps

Monthly Budget

References

Alic h Wonde-city A concept inspired by Tim Burton’s Alice in Wonderland film. We encourage our customers to be like the Alice in overcoming obstacles, to be the person she’s meant to be.

Moschino’s inspiration Federico Fellini Clown

Concep

Whimsical & Modern.

Alice in the Wonder-city.

Fashion boutique with consulting services

Cupcake store - an exclusive high tea space

Moodswings Moscow boutique

Mad-hatter party inspired cupcake designs

Bran & Diffeentiatio Product

Unique design not found elsewhere

Interior

Unique whimsical interior that is novel and fresh in Singapore.

Experience

Enjoyable, happy &,fun. Combination of fashion, cupcake café,

interesting interior only found at Biaten,

Our sustainable competitive advantage: Constant sourcing of outstanding designers from

both local & abroad design institutes. Constant customer

feedback

Missio, Visio Mission statement:

"   A modern whimsical brand that is passionate about educating and delivering daring and creative fashionable looks.

Vision statement:

"   To be a global brand, with stores established in all major continents, starting with asia.

Objectie

"   Increase awareness of local designers

"   Encourage local consumers to be more daring and creative in their dressing.

"   To constantly keep consumers curious and anticipate in-store developments and products.

POLITICAL • Government (STB) supports local designers in the form of Audi Fashion Festival’s Star Creation. • Promotes awareness for local designers.

ECONOMICAL • Increase in the disposable income (BMI Singapore Retail Report 2011) opportunity for Biaten to enhance profit margins.

SOCIAL • Lifestyle changes; increasing fashion awareness and dare to try new styles. • According to GLM, Singapore is top 8th most fashionable city in the world in 2011. • Increase in affluent consumers; tourist & locals.

TECHNOLOGICAL • Mobile technology • Increase IT literacy of both managers and consumers to achieve a more intelligent application of IT – humanizing relationship between customer and brand.

Analysi

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 who care about their image and keep up with trends"

BIATEN is a multi-label concept store that provides stylish branded local designer clothes at medium-high range price"

Segmentation! Targeting! Positioning!

BIATEN!

Entrepreneurial !Strivers!

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

Biate Marke Analysi

The target segment is selected based on :!

•  Size: 46.9%"•  Growth characteristics"•  Structural attractiveness: High

disposable income on fashion, new trends and socializing."

•  Compatibility with company objectives and resources: Persuasive and trend-setters."

Decreased  compared  to  2001  

Increased  compared  to  2001  

Source:  ‘8  types  of  Singaporeans’  

Evaluating egments

Targe Custome emographic & Psychographic

Primary consumers:

Tourist & Expatriates

Early 20s – 50s

Stylish Quirky Daring

Contemporary

Secondary consumers:

Working professionals

"   Late 20s-40s

"   Creative, energetic, colourful

Images from Lamodeoutre.com

Targe Custome Profile���Zhang Yu Lan

30 years old

Chinese creative graphic designer

Creative graphic design industry

Shopping, movies, beauty

Whimsical, quirky, individualistic, colourful

Dresses up for work, concerts & events.

Desires to be outstanding

Lamoodeoutre.com���

dept Marke Researc

() Genera Researc Focu Grou Result

"  Growing trend of experimental dressing in Singapore.

"  Harajuku trend styles featured in Tangs Singapore

"  Star Creation designs

"  Maison Ikkuko – Menswear + Café Store

"  Emily from China, Nathalie from Hong Kong, Ying Ling from Singapore. Emily like to dress to be different, Nathalie sometimes and Ying Ling dress to blend in.

"  All agree that Singaporeans are afraid to be dress to stand out.

"  Will tend to support local designers if they are cheaper and have good designs

"  Will not support local designers as they are not famous and if they have bad quality.

Surey Result

Describe your sense of style:

Outstanding 11.9%

Surey Result

How often do you visit City Hall?

Simple 40.5%

Casual 40.5%

Trendy 19.8.5%

Individualistic 28.6%

Daily 2.4%

Monthly 52.4% Others

35.7%

Weekly 9.56%

How much are you willing to pay for a local designer dress & shirt? (limited pieces and good quality)

<$400 7.1%

<$100 45.2% <$200

35.1%

<$300 9.5%

<$100 90.5% <$200

7.1%

<$300 2.4%

Dress

Shirt

Fron Ro Competitor Analysis

o  Trendy & unique designs. o  Age range 18 - 50 o  Male & female o  Price range: o  <$100 - $1000 (APC trench coat) o  Tourist & Regulars

o  Limited pieces

Images from Front Row

Curiou eee Competitor Analysis

o  Concept: Spark curiosity. o  Café corner. o  Age range 18 - 30 o  Male & female o  Price range: o  <$4 - 700 (designer lamp)

o  Regulars & Tourists

Images from A Curious Teepee

Competitor Analysis

o  Colourful and fitting designs. o  Age range 20 - 35 o  Female o  Price range: $120 - 4995 (Croc. Bomber

Jacket)

o  Regulars & Tourists o  Limited pieces

Mar acob

Images from Marc Jacobs

Competitor Analysis

o  Witty designs o  Age range 20 - 50 o  Female o  Price range: $170 - 3400 (one piece black

dress)

o  Regulars, Tourists & Teenager o  Limited pieces

Moschin

Images from Moschino

Marke Positioning (Broa)

Price Low High

Quality: Low Economy Cowboy

High Bargain Premium

Cometito

Brand! Biaten! Marc BMJ! Moschino! Marc Jacobs!

Price" ＄ 50‐150" ＄ 150" ＄ 200" ＄ 450"

Price

Quality

Moschino Marc by Marc Jacobs

Biaten

Marke Positioning

A Curious Teepee

Front Row

Produc Core:

Exclusive fun, creative and whimsical designs

Actual:

Quality

Colour

Style

Brand

Augmented:

Customer care

Warranties

Delivery

Service

A

Core

Actual

Augmented

Confirme esigne | Winarn Wiriady

Unique refreshing design

Slight twist to office uniform.

Confirme esigne | Leon Limusi Djony

Unique design that integrates craft work. Modern-wear with a country twist.

Confirme esigne | Li Xie

Interesting and daring cuts. Unique shapes. Outstanding designs while still fits the female body. Inspired by the results of nuclear explosion.

Produc Mi | Romanti Fu Customer can mix designer brands for a romantic and fun look.

Produc Mi | Stylis Customers can also go for a stylish and outstanding look. Suitable for events and parties.

Produc Mi | Quirky Fun and joyful designs. Mixed of different shapes. Sure to make you stand out for parties with our unique Biaten look.

25% Basics: Tops & Dresses

20% Outwear

15% Overall (Jumpsuit & Dresses)

10% Bottoms

15% Tops

15% Accessories (Bags, Shoes, Keychains)

Productio rati

Cupcak Caf

Supplied daily in the morning, baking is done out of store.

Name the cupcakes and teas based on character names such as ‘Alice’ and ‘Red Hearts Queen’.

Pric Poin Outerwear | $200 - 400

Dress/Overalls | $150 - 250

Bottoms | $88 - 150

Basics | $50 - 150

Shoes | $200 - 300

Bags | $150 - 400

Accessories | $100 - 200

Keychains | $60 - 100

Cakes | $6/slice $60/cake

Cupcakes | $4 - 10

Coffee/Tea | $4/cup $10/pot

Pricing Strategie

Pricing objectives:

"   maintain our premium brand image

"   cover our costs – product costs and overheads

"   profits for expansion Allowances:

"   According to market situation

Discounts:

"   Twice a year sales to clear seasonal goods

"   10% discounts for loyal customers on their birthdays

Pricing method:

"   Competitor Indexing

Pricing strategy:

"   Skimming

Price:

"   In-elastic

Customer sensitivity:

"   Low - moderate

Plac Analysi The Raffles Hotel Shops and Arcade - $32,800 for 2485 sqft

Address : 1 Beach Road 189673

Atrium for roadshows

Established brands such as Louis Vuitton, The Hour Glass, Leica & Jim Thompson

Distributio Strategy Geographical coverage: Low but strategically located. Ideal for tourists to be exposed to local designer talents.

Physical distribution and logistics: Positive. Convenient transportation of goods.

Electronic distribution: Consider internet retailing for future when we are more confident and after establishing our brand.

Floo Pla

Window Display Fashion

Entrance + Exit

Cupcake Cafe Fitting Room Counter

Win

dow

Dis

pla

y

Plac | nterio | Entranc

With 3 doors from café to fashion part.

1st customer of the day gets to choose the door and leave it open.

Plac| nterio | Caf

Whimsical, colourful, magical

Plac| nterio | Produc

Plac | nterio | Fitting Roo

Promotio | Windo Display

Surreal, whimsical, fantasy

MAC Alannah Hill FW 2010

Promotio | Adertising Confident, whimsical, attractive

Packaging

Stationerie

Promotio Strategie

In-house publicity and public relations.

Electronic promotion online using Facebook & Twitter.

Brand Ambassadors: Local bloggers Sophie Willcoq, Xiaxue & Qiu qiu.

Exclusive collection with our in-store designers.

Exerienc Biate wit h 5 sense!

Smell & Taste

"   Café - Tea and Cupcake – sweet, aromatic and calming

Hear the sounds & music

"   “Somewhere beyond the cloud”" By Spiky Whimsical Fantasy

Emotion

"   Wonder, discover, feel joy and happiness!

Budge Pla

Products | $60,000

Cupcake Cafe| $1,150

Utilities | $350

Expenses | $8,120

Break-even Point | 4 months

Avg. Expense per month |

~$45,000

Target Revenue | $10,000 - $20,000 per month

Budget Plan for Biaten Multi-Label Store

Description sub Amount

Product Purchases $60,000.00 Designer Clothes $50,000.00 Accessories $10,000.00 Cupcake Café $1,150.00

10 types of Cupcakes $500.00 Tea & Roasted Coffee (20 bags) $300.00 Tea cup/Coffee mugs $350.00

Utilities $350.00

Electricity $200.00 Telephone $150.00 Internet $80.00

Expenses $8,120.00 Fixtures (Hangers/Racks etc) $600.00 Insurance - first year $1,700.00 Bank Service Charge $- Cleaning supplies $70.00 Lighting $800.00 Printing/Window Display $2,000.00 Admin/general $800.00 Office Supplies $150.00 Glossy concrete floor $1,000.00 Mannequins $600.00 Shelves $400.00

Wages $4,500.00 Store Manager $2,500.00 Part-Time Sales Person $1,500.00 Part-Time Cleaner $500.00

TOTAL $74,120.00

Strength • Accessibility • Exclusiveness • Increase of bold consumers • Multiple price points – for different choices of style

Weakness • Limited financial resources • Limited pieces • Single outlet

Opportunities • Targeting both young and mature consumers • Association with celebrities • Good stage for new fashion designers to present their works

Threats • Competition with other brands that offer exclusive styles (Front Row, etc)

Analysi

Conclusio & Summary

"   Biaten is birthed out of a desire to support local fashion designers and to increase fashion awareness and boldness in Singapore.

"   Biaten seeks to meet the needs of creative individuals and to encourage more to be experimental in their dressing.

"   The future is bright for Biaten as there is an increasing trend of fashion awareness and experimentation due to exposure to creative cultures from Japan and America.

"   After establishing locally, Biaten can also look towards bringing

Singapore design to China & Japan.

Refeence

Conten Refeence mag Refeence

"  Singapore Apparel Retail Report 2010, Data Monitor:http://ntutrump.wikispaces.com/file/view/Singapore+apparel+retail.pdf

"  Data Monitor Methodology: http://about.datamonitor.com/methodology.htm

"  Global Language Monitor reports top fashion capitals 2011: http://www.languagemonitor.com/fashion/london-overtakes-new-york-as-top-global-fashion-capital/

"  Government supports Audi Fashion Festival 2010: http://www.spring.gov.sg/NewsEvents/ITN/Pages/A-flashier-Audi-Fashion-Festival-this-year-20100317.aspx

"  Fashion Industry Analysis 2009, Grail Research: http://grailresearch.com/pdf/ContenPodsPdf/Global_Fashion_Industry_Growth_in_Emerging_Markets.pdf

"  Tourists:http://images.travelpod.co.uk/users/darrylandnicola/1.1266840490.singapore-raffles-hotel-singapore-sling_1.jpg

"  Target customers: http://lamodeoutre.blogspot.com/

"  Marc Jacobs Boutique: http://www.hintmag.com/shoptart/shoptart_may09.php

"  Tsumori Chisato Boutique: http://shopping.insing.com/feature/tsumori-chisato-is-here/id-211c2e00

"  Super Eyewear: http://www.geeksunglasses.com/other/super-topski-superior-is-the-new-retro

"  Madhatter’s Cupcakes: http://www.thecupcakeblog.com/mad-hatters-tea-party-cupcakes/

"  Bloggers photo: http://www.sophiewillocq.blogspot.com/

"  Raffles City: http://www.dancesport.org.sg/2005OEP/oep.htm

"  Mrt: http://www.dreamstime.com/stock-photography-singapore-mrt-image8046702

"  Yellow & black sofa: http://topdesigninterior.com/tag/unique-furniture/

"  Colourful shelves: http://mandaluyong.olx.com.ph/unique-furniture-alice-in-wonderland-style-iid-215811541