sretsis brand case study
TRANSCRIPT
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Sretsis
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Background
• Sretsis, “sisters” spelled backwards
• First started small in an apartment in New York
• The first official collection is “Heart”, launched in Elle Fashion Week Bangkok 2003
• First shop in Thailand is located in Gaysorn
• Offers women clothing and accessories
• Has clothing line for 2-8 children called “Little sister”
• Starts more casual clothing line called “Sincerely Yours”
“Heart”, 1st official collection
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Designers
• Pim – creative director, graduated from Parsons School of Design
• Kly – marketing executive
• Matina – looks after jewelry line “MatinaAmanita”
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Brand concept
• “Stubborn sweetness and rebellious spirits”
• Modern vintage
• Adds a hint of childhood fantasy
• Luxury, daily wear
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Target group
• Women who do not follow fashion trend and confident
• More than 25 years old
• High income since the prices are between 2,500 – 50,000 Baht
• 60% of customers are Thai 40% are foreigners
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PR and Marketing Tools
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Below the line
• Product Placement in magazines to communicate with the customers; for example,• Dichan (Thailand)• Nylon Japan• Elle Girl Japan• Marie Claire US
• Participates in fashion show events; e.g. Bangkok Elle Fashion Week, Mercedes Benz Fashion Week Japan
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Sale promotion
• Available online and offers discount through this channel
• Zalora (Thailand)
• I Heart Tokyo (Japan)
• Maxmillia (Australia)
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CSR
• Created a collection with SoroptimistCharity in 2013 to help improve women and girls’ lives
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Co-creation
• Sretsis and Workshop collection “Rework”
• This kind of co-creation is usually a collaboration b/w a high-end brand and a high street brand; e.g. Kate Spade for Keds, Alexander Wang for H&M
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Competitors
• Disaya – the concept is “playful but sophisticated”. Also uses Hollywood celebs (e.g. Jennifer Lopez and AgynessDeyn) to set the brand position
• Wila – introduces itself as an alternativeclothing brand to bring out girls’ confidence. Style is modern vintage. The price is a little cheaper.
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Success
• From sewing in an apartment, they rose to become a big brand
• Due to popularity, they are able to open flagship store in Japan and also available in many countries; e.g. Kuwait, France, USA, China, UAE, and Singapore.
• Sretsis is also available in other 15 countries in multi-brands stores
• Available now in Thailand at Paragon, Central Embassy, and The Emporium (Matina)
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Success
• First targeted Hollywood celebs to set their brand position
• Showcase in Mercedes-Benz Fashion Week, Tokyo
• Selected to be featured in leading fashion magazines
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Success
• Popular among Thai and Hollywood celebs
• Paris Hilton
• Katy Perry
• Beyoncé Knowles
• Other Thai celebrities
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Thank you