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Group project work proposal for minimalist multi-label concept store, Contempo. 2011. Group members names on cover page. Year 1 BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts. 2011.
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CONTEMPO | Multi Label StorePresented byBiniJia EnJulie
Contents
Concept of Store
Mission and Vision
Unique Selling Point
Market Positioning
Target Audience
Interior Design
Tea Bar
Location
Chosen Designers
Product Range
Opening Launch
Budget Plan
CONTEMPO | Multi Label Store
Concept
CONTEMPO | Multi Label Store
Simple & Contemporary; of present time;
Modern
CONTEMPO
CONTEMPO | Multi Label Store
Name
CONTEMPO
CONTEMPO | Multi Label Store
Name
RARY
Lauren Scott F/W 2011
TEMPO;
CONTEMPO | Multi Label Store
Name
Pace of life
CONTEMPO | Multi Label Store
Name
lifestyle
Unique Selling Point
CONTEMPO | Multi Label Store
Simple & Modern lifestyle
Unique Selling Point
CONTEMPO | Multi Label Store
Hip & Trendy
Unique Selling Point
CONTEMPO | Multi Label Store
Unique Selling Point
CONTEMPO | Multi Label Store
Mission
Dedicated to the Modern, Global customer
CONTEMPO | Multi Label Store
Image from The Sartorialist
Vision
Iconic & Reputable;Contempo Singapore
CONTEMPO | Multi Label Store
Target Audience
Working professionals
Early 20s - late 30s
Stylish Smart Casual
Minimalist & Modern
CONTEMPO | Multi Label StoreLamoodeoutre.com
Target Customer Profile
Wong Yu Lan
Singaporean student in Switzerland
Tourism & Hospitality
Art & Photography
Classic, Timeless & Minimalist
Go-getter, Professional
Desires to be respected
CONTEMPO | Multi Label StoreLamoodeoutre.com
71 Surveys
50% Orchard, Somerset
10-30% of income/allowance shopping budget
Market Survey Results
CONTEMPO | Multi Label Store
Market Survey Results
Simple, Modern Styles
Black, Earthy Colours
Fashion, Sports Activities
CONTEMPO | Multi Label Store
DKNY F/W 2011
Market Positioning
CONTEMPO | Multi Label Store
Price
Quality
Raoul
Topshop
Zara
Louis Vuitton
Hermes
Contempo
Interior Design | Contemporary Simple Chic
CONTEMPO | Multi Label Store
Armani
CONTEMPO | Multi Label Store
Supermarket Yugoslavia
Interior Design | Contemporary Simple Chic
CONTEMPO | Multi Label Store
CRAVE
Window Display
CONTEMPO | Multi Label Store
WANT
Window Display
CONTEMPO | Multi Label Store
OBSESS
Window Display
CONTEMPO | Multi Label Store
Rental |
$40, 000 / month
1000 SQF@ $40/PSF
2 yr-lease
Location | Ion Orchard
CONTEMPO | Multi Label Store
Orchard MRT Station Link @ B2
Circular Layout
Location | Ion Orchard
CONTEMPO | Multi Label Store
A good mix of tenants |
From affordable selection of
high-fashion labels to lifestyle shops
Location | Ion Orchard
CONTEMPO | Multi Label Store
Omotesando Saryo
Tea / Expresso Bar
CONTEMPO | Multi Label Store
Tea Box, Takashimaya NYC
Tea / Expresso Bar
Intricate Japanese Tea Ceremony
CONTEMPO | Multi Label Store
Tea / Expresso Bar
‘Mochi-In-A-Box’
Gourmet Coffee by
Papa Palheta
CONTEMPO | Multi Label Store
Tea / Expresso Bar
Chosen Designers
CONTEMPO | Multi Label Store
CONTEMPO | Multi Label Store
S$30 – 400
Stripped
CONTEMPO | Multi Label Store
S$129 – 350
CONTEMPO | Multi Label Store
S$100 - 400
When technology wounds
CONTEMPO | Multi Label Store
S$ 39 – 350
CONTEMPO | Multi Label Store
S$99 - $169
CONTEMPO | Multi Label Store
S$76 - 169
Product Mix | Dark Colours
CONTEMPO | Multi Label Store
Product Mix | Light Colours
CONTEMPO | Multi Label Store
Product Mix | Cohesive
CONTEMPO | Multi Label Store
Opening Launch
CONTEMPO | Multi Label Store
Opening Launch | Press Kit
CONTEMPO | Multi Label Store
Opening Launch | Press Kit Catalogue Book
CONTEMPO | Multi Label Store
Opening Launch | Business Card & Free Gift
CONTEMPO | Multi Label Store
Opening Launch | Direct Mailer
CONTEMPO | Multi Label Store
Opening Launch | Hosting the Media
Time Media
1-1:45 PM
2-2.45 PM
3-3.45PM
4-4.45PM
CONTEMPO | Multi Label Store
Opening Launch | Invited Guests Only
CONTEMPO | Multi Label Store
Opening Launch | Tea Ceremony cum Fashion Show
CONTEMPO | Multi Label Store
Opening Launch | Staff Attire
CONTEMPO | Multi Label Store
Simple White Crisp Shirt, Black Pants & Black Apron
Opening Launch | Hotel Costes Series by Stephane Pompougnac
CONTEMPO | Multi Label Store
Marketing Strategy
CONTEMPO | Multi Label Store
Marketing Strategy | Social Media: Facebook & Twitter
CONTEMPO | Multi Label Store
Marketing Strategy | Premier Partnerships
CONTEMPO | Multi Label Store
Marketing Strategy | Premier Partnerships
CONTEMPO | Multi Label Store
Marketing Strategy | Privileged Memberships
CONTEMPO | Multi Label Store
CONTEMPO | Multi Label Store
Purchases over $1000
One Free Cosmopolitan
15% off at Salt Grill
Special Invitation to | ION SKY Bar
Budget Plan
CONTEMPO | Multi Label Store
Products | $60,000
Tea Bar | $1,150
Utilities | $350
Expenses | $8,120
Break-even Point | 3 months
Avg. Expense per month |
~$45,000
Target Revenue | $10,000 - $20,000 per month
Budget Plan for Contempo Multi-Label Store
Description sub Amount
Product Purchases $60,000.00 Designer Clothes $50,000.00 Accessories $10,000.00
Tea/Espresso Bar $1,150.00 15 types of Tea $500.00 Roasted Coffee (20 bags) $300.00 Japanese 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
THANK YOU !
CONTEMPO | Multi Label Store
Fast Walker: http://img.dailymail.co.uk/i/pix/2007/04_03/FastwalkerREX_468x312.jpgApple logo: http://vhirsch.com/blog/wp-content/uploads/2010/11/apple_chrome_logo.jpgWrist watch: http://wristwatchnews.com/wp-content/uploads/2008/03/ycs410gx-windfall-1.jpgChic building: http://static.dezeen.com/uploads/2008/07/unstudio-in-japan-1_flagship-louis-vuitton_japan-lvo_070127_k02_nacht_a3.jpgBuildings: http://fineartamerica.com/images-medium/world-trade-center-in-black-and-white-danielle-scott.jpgSingapore landscape: http://merlionandthebay.com/web_images/bigstockphoto_singapore_landscape_at_night_2334321.jpgGreen dress: http://thesartorialist.sartorialist-new.typhon.net/photos/JS1Web.jpgStylish people: http://lamodeoutre.com/wp-content/uploads/2011/02/kaylii1.jpgTick: http://gedlinghealthnetwork.files.wordpress.com/2010/08/survey.jpgOrchard rd: http://upload.wikimedia.org/wikipedia/commons/0/0a/Orchard_Road_street_sign_-_Singapore_(gabbe).jpgSing dollars: http://www.visiting-singapore.com/images/singapore-dollar.jpgBlack earthy colours: http://www.mediabistro.com/agencyspy/files/2011/01/hands_soil.jpgSneaker heels: http://www.todayandtomorrow.net/wp-content/uploads/2006/10/gaultier.jpg
Image References 1
CONTEMPO | Multi Label Store