Beruflich Dokumente
Kultur Dokumente
EXECUTIVE
SUMMARY
CONTENT
INDUSTRY ANALYSIS
04 INTRODUCTION TO HANDBAGS
17 MARKET POSITIONING
HISTORY OF HANDBAGS
05 MARKET TRENDS
14 - 16 COMPETITOR COMPARISION
KEY PLAYERS
COMPANY PROFILE
06 ABOUT THE DESIGNERS
07 ABOUT THE BRAND
COMPETITOR ANALYSIS
MARKETING PROBLEM
DIAGNOSTICS
18 RESEARCH PROBLEMS
SUB-PROBLEMS
HYPOTHESIS
ASSUMPTIONS
LIMITATIONS
19 METHODOLOGY
20 - 22 KEY FINDINGS
08 - 10 DIRECT COMPETITORS
23 SUMMARY OF RESULTS
11 - 13 INDIRECT COMPETITORS
24 - 25 SWOT
26 - 27 PEST
MARKETING STRATEGY
PROPOSAL
28 - 29 NEW TARGET MARKET
APPENDIX
32 - 43 DESIGN BRIEFS
44 - 49 TRANSCIPTS
50 -53 BIBLIOGRAPHY
REPORT BY
AMANDA WONG
YEE LING
STUDENT ID :
013FM714
LECTURER :
MISS ANISA
MANSUR GAVRIEL
INDUSTRY
ANALYSIS
INTRODUCTION TO HANDBAGS
INDUSTRY
As of 2013, handbags global value sales have nearly reached $50 billion.
Handbags are a key category for luxury players in the fashion marketplace.
The following years after 1998, handbags became a dominant in the leather
goods industry, showing a CAGR of about 10% p.a. It has been one of the
fastest developing categories in the luxury market in the past 10 years.
Handbags are largely immune from mix and match, serving as dominant
piece instead of a complimentary piece of fashion product. According to
the LVMH, handbags offers a great opportunity for brands to differentiate
themselves from competitors in the form of shapes, textures, logo and metal
components of the bags.By using Italian and French exports as a proxy,
handbags sales posted CAGR of about 22% for Russia, 26% for China and
46% for India. Handbags have revealed to be the fastest growing category
in luxury goods. The global market value forecast for 2016 fashion market
will have a value of $2,155.1 billion, an increase of 21.2% from 2011.
HISTORY OF HANDBAGS
Handbags were introduced to mankind in the 14th century where women
would use handbags to carry money because pockets were not invented then.
Later in that century, bags have quickly became a status oriented accessories
carried by women to show prestigious status through handbag adornments.
Bags then evolved to become wedding gifts, body fresheners and to hold food.
It is during the Victorian era, more styles and fabrics were introduced due to the
advancement of technology to make bags. The term handbag was developed
in the 19th century. During early 1900s, handbags were made from leather to
be used by both women and men as shopping bags for the ladies and briefcases
for the mens. In 1930, shoulder bags, watches, clasp bags and clutches made
their way into mainstream fashion. The bags were a form of art in conjunction
of the Art Deco movement, which emphasized abstraction and new industrial
materials, such as plastics and zippers. After World War II, economic prosperity
propelled and handbags rose to become an iconic status and this is where
design houses emerged, including Chanel, Louis Vuitton and Hermes. The
handbag industry grew extensively from then and it is still growing until today.
MANSUR GAVRIEL
KEY PLAYERS
Studies show that a majority of Singapore
consumers still uses luxury goods to
reflect their status and prefer conspicuous,
heritage brands as a priority. However,
there was a notable shift in the luxury
accessories market, especially handbags,
with consumers increasingly demand
for understated luxury rather than bags
with heavily monogrammed brand logos.
This is due to the rising sophistication in
consumers preferences to seek for brands
that differentiate themselves from the rest.
Euromonitor shows that the luxury market
in Singapore is highly concentrated as of
2013. The more affordable luxury brands,
MANSUR GAVRIEL
COMPANY
PROFILE
MANSUR GAVRIEL
ABOUT THE
BRAND
VISION
BUSINESS OBJECTIVES
BUSINESS MODEL
Minimalist
Seeks for timelessness
Appreciates versatility
Moderate spending power on luxury
goods
fashion trends
Has a personal income
or strong family
background
Fashion Enthusiasts
MANSUR GAVRIEL
COMPETITOR
ANALYSIS
BEING THE NEW PLAYER IN THE INDUSTRY, MANSUR
GAVRIEL THE BRAND ITSELF ARE PUT AGAINST DIFFERENT
COMPETITORS IN THE FASHION MARKETPLACE. BESIDES
THAT, BEING A NICHE BRAND, MANSUR GAVRIEL HAVE
GAINED
EXCEPTIONAL
POPULARITY
ACROSS
THE
MANSUR GAVRIEL
DIRECT
COMPETITOR
VISION
To create an aspirational cult regardless of status that priorities functionality
and the simplest form of design without the need for lavish branding.
MISSION
Creating timeless and classic pieces with the best quality and durability at
reasonable prices.
USP
Embodying individuality and encourage personal expression through staple
products made from the finest quality.
TARGET MARKET
MANSUR GAVRIEL
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DIRECT
COMPETITOR
VISION
To clear away conventional standards of luxury by magnifying what is essential and editing out excess.
MISSION
To create fashion accessories that focuses on the idea of simple utilitarian
materials, shapes and forms.
USP
Encompassing the philosophy of starting from the square one and finding
inspiration from there.
TARGET MARKET
MANSUR GAVRIEL
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INDIRECT
COMPETITOR
VISION
To remain the consistency of the brands timeless image.
MISSION
To provide luxury and versatile fashion goods that are offering value for
money.
USP
Versatility and functionality of the leather goods.
TARGET MARKET
MANSUR GAVRIEL
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INDIRECT
COMPETITOR
VISION
To position the H&M Group to a higher end of the fast fashion apparel
market.
MISSION
To create minimalist, modern and understated quality basics designs without
the luxury price tag of designer
brands.
USP
Concept of style over fashion by creating fashion pieces that combines fuses
both classic and modern essences.
TARGET MARKET
Pays attention to
details
Seeks for high street
fashion at more
affordable prices
Urban lifestyle
Enjoys socializing over
coffee and spending
quality time with
family & friends
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INDIRECT
COMPETITOR
VISION
Zatchels aim and continued philosophy is to design and create high quality
leather bags and accessories in England.
( Dean Clarke. 2013, Personal interview )
MISSION
To elevate Zatchels to be known as the classic British brand, with global
recognition for the high quality and the versatility of its collections.
( Dean Clarke. 2013, Personal interview )
USP
Truly British leather accessories label, with every piece being designed and
manufactured in England using traditional manufacturing skills.
( Dean Clarke. 2013, Personal interview )
TARGET MARKET
Appreciates quality
and craftsmanship
Seeks for timeless
simplicity with a
modern essence
Urban lifestyle
Strong appreciation
for leather
MANSUR GAVRIEL
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Product
Price
Place
Promotion
(distribution to Singapore)
Mansur Gavriel
mansurgavriel.com
Stockist :
Featured in
fashion magazines
customizable)
net-a-porter.com
Exclusive editions
Tote bags
ssense.com
132k followers on
Backpacks
openingceremony.us
Bucket bags
shopbird.com
Instagram
Customization
Clutches
Direct Competitors
Status Anxiety
Wallets
Sling bags
Robinsons
Duffel bags
Benjamin Barker
Backpacks
Isetan
16k followers on
Instagram
Tangs
Yacht21
Building Blocks
Stockist :
Duffel bags
Club21
Tote bags
Bucket bags
Rucksacks
Wallets
Bag accessories
magazine
Artist collaborated projects
MANSUR GAVRIEL
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Product
Price
Place
Promotion
(distribution in Singapore)
Indirect Competitors
Longchamp
Longchamp official
(selected products
$2200
flagship stores :
& artists
customizable)
Paragon
collaborations
Womens bags
Changi Airport
Mens bags
Ion
Small leather
goods
Departmental stores :
Luggage and
Designers
Promotional video
campaign
104k Instagram
followers
Takashimaya
travel bags
Isetan
Tech accessories
Shoes
Ready to wear
COS
Price Range : $9 -
Promotional video
Menswear
$400
Ion
Art installation
Womenswear
Westgate
Childrenswear
collaboration
117k followers on
Accessories
Jewelry
Shoes
Zatchels
Online stockist
Kids
doorstepluxury.com
$500
Satchels
Departmental stores :
Tote Bags
Robinsons
Sling bags
Tangs
Backpack
Clutches
Luggage Tags
iPad Cases
Lifetime
guarantee on bags
Personalize
engravings
Special editions
Pop up stores
MANSUR GAVRIEL
COMPETITION
16
rom the analysis and comparison, both Status Anxiety and Building Blocks share a
similar aesthetic and concept as Mansur Gavriel, by promoting simplicity and quality
with affordable pricing in comparison with contemporary luxury brands but still able
to provide customers with opulent quality of worth. Mansur Gavriel has gained its popularity
through celebrities and bloggers raving about the bags and it has quickly became the IT bag in
2014. However, its exposure in Singapore still remained scarce due to its lack of promotional
advertising in Singapore and also the Asia Market. Besides that, the accessibility of the brand is
also highly limited and thus, limiting its awareness from the publics eye. As for Status Anxiety
and Building Blocks, both brands even though have little recognition, have physical products
for display and made available for purchase in Singapore and hence gaining themselves a niche
market among Singaporeans.
As for indirect competitors, Longchamp is chosen to be one of the competitors because of its
mass market share in Singapore. The brand is well known on its own and it is almost a necessity
for every woman to own one of its durable and versatile nylon bag whether if its a handbag or
a travel bag. Even though it is deemed to be a mainstream brand, everyone would still think of
it as a classic and a bag that would never go out of style. Longchamp certainly have its visible
market in Singapore. The following indirect competitor would be COS. COS has gained its
hype in Singapore with its minimal modernism storefront that attracted a lot of youngsters and
professionals to visit. Its quality and simplicity in designs have won the hearts of many shoppers
to become a frequent buyer. The reason of choosing COS as a competitor is the minimalist design
of their products and of course, their bags. Given the devotee of the brand itself, they would opt
for COSs bags when minimalism comes to mind. Besides that Zatchels is one of the indirect
competitor of Mansur Gavriel because both brands share the same prime focus of leather in their
products. Zatchels have also became one of a cult favorites by Singapore consumers which makes
the brand a competitor of Mansur Gavriel.
In conclusion, Mansur Gavriel has definitely became a staple in many style enthusiasts but have
yet to penetrate in to the Singapore market that could potential increase its recognition and sales.
MANSUR GAVRIEL
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MARKET
POSITION
<
Price
<
<
Exclusive
distribution
<
Wide
distribution
Affordability
According to the market position graph, Mansur Gavriel is positioned to have a higher
exclusivity in comparison to the other brands because of its limited amount of production
and accessibility constraint. Besides that, its ability for customization on its website also
allows for some unique colors customization for individual customers. Mansur Gavriel
even offers exclusive designs and colors on some of its stockists. e-commerce which
are not available on Mansur Gavriels official site. The price is comparatively higher
compared to its competitors because of its expanding hype and increasing market
demands allows the company to increase the price to gain more profit. Mansur Gavriels
position in the market provides an alternative for consumers that inclined towards high
street designer brands but are looking for something at a right price with premium
quality and design.
MANSUR GAVRIEL
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MARKETING
PROBLEM
DIAGNOSTICS
ASSUMPTIONS
RESEARCH QUESTION
How can Mansur Gavriel penetrate into
the Singapore market given its relatively
low brand recognition and create brand
presence ?
RESEARCH PROBLEM
Low awareness
New entrants to the market
Poor accessibility to brand products
Imitation products
Limited designs
SUBPROBLEMS
HYPOTHESIS
LIMITATIONS
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METHODOLOGY
SURVEY
An online survey is carried out to collect data of
Singapore
consumers
regarding
their
purchase
The
online
through
surveys
were
surveyshare.com
distributed
and
handed
INTERVIEW
An interview session was conducted with an experienced
buyer from Robinsons through email due to the
inconvenience in meeting up face-to-face. The interview
will provide an insight to the Singapore fashion scene and
seek further opportunities for Mansur Gavriel through
the eye of the buyer of possible stockist of the brand.
KEY FINDINGS
20
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22
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SUMMARY
OF
RESULTS
From both the survey and interview, we can conclude that there is an
acceptance by Singapore consumers towards the brand and there is a
potential for the brand to strive in Singapore even though the current brand
awareness is fairly low. However, the distribution of the survey has introduced
the brand to some of the respondents who have not heard of the brand. The
quality of products is the main concern of consumers nowadays which is an
opportunity for Mansur Gavriel given its quality material and production.
Both sources revealed that the social media is the prime medium that they
are most exposed to and that was how they heard of the brand. This shows
the importance of social media and further marketing campaign should be
developed through this medium.
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SWOT
STRENGTHS
OPPORTUNITIES
Future collaborations
Complimentary product line
Artist endorsements
Marketing campaign
Flagship store
MANSUR GAVRIEL
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WEAKNESSES
Production/manufacturing cost
Leather susceptible to scratching
Losing customers from wait listing
Unable to meet with orders
Limited manpower
New player in the market
Variety of products
Accessibility to consumers
Minimal advertising/ branding
Targeting niche market
THREATS
MANSUR GAVRIEL
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PEST
POLITICAL
Singapore
government
agency,
International
Enterprise (IE) Singapore that aggressive promote
overseas growth of Singapore-based enterprises.
( iesingapore.gov.sg, 2014 ).
The IMD World Competitiveness Yearbook in 2013
has deemed Singapore to be the least bureaucratic
country in Asia making it the perfect place to set
up an operations base or business with a score
of 6.43 ranking in the second place after UAE.
Rankings were based on government interference,
attractive policies, transparency and accountability.
( Global Competitiveness Report, 2015 )
The Global Competitiveness Report 20132014
recognizes Singapore as a country with sound political
infrastructure and policy-making procedures;
leading to its ranking as the most transparent country
in Asia that enjoys a stable business environment.
( Global Competitiveness Report, 2015 )
Threat: Rising of support by government and local
consumers on local startups instead of international
brands.
Opportunity: Mansur Gavriel is able to penetrate
the Asia market through Singapores encouraging
business environment.
ECONOMIC
MANSUR GAVRIEL
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TECHNOLOGY
SOCIAL
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MARKETING
STRATEGY
PROPOSAL
MANSUR GAVRIEL
29
Product
NEW MARKETING
MIX
Price
The price of Mansur Gavriel have increased after its surplus
demand, however, the price of the products are considered to be
at the right price point given the market position and the quality
of the products. The survey results constituting a majority younger
target market age, 21 to 30 years old further validated that a 53% of
them has a disposable income of S$500 - S$1000 which shares the
same price range as Mansur Gavriels price points, S$600 - S$1300
allows Mansur Gavriel to strive in the Singapore market.
Place
Mansur Gavriel will need to have a physical point of contact
because it has a relatively low brand awareness in Singapore
from the survey results, only 21% of respondents have heard
about the brand. Also, there is no local stockists of the brand in
Singapore so there is literally no physical point of contact in terms
of advertising and purchasing point between consumers and the
brand. Therefore, a brick and mortar store will be ideal to raise its
brand awareness in Singapore. However, given the company is still
relatively new, it is unlikely for the company to start up a flagship
store, thus working with a stockist in Singapore will be more ideal
to test the market and raise the consumers interest. However, the
stockist will only have limited designs and colors so customers
would have to order online for more options and for customizable
colors. The stockist will act as an advertising medium for their
frequent shoppers to gain recognition towards its products
physically and further introducing them to the brand itself.
Promotion
The promotional campaign in Singapore will be carried out through
the pop up store alongside with a fashion show to raise more
awareness and buzz amongst the shoppers. The pop up store will
be tied with social media because survey shows how consumers
are attached to social media, hence, it is vital to utilize the social
media platform to reach out to more consumers. A new Instagram
account will be created for Mansur Gavriel to form a community
of Mansur Gavriel loyal and new found customers to share their
love for bags. Besides that, Mansur Gavriel will collaborate with
WWF to raise public awareness towards wildlife creatures facing
extinction. This will generate a positive brand image for Mansur
Gavriel for support a good cause and also supporting WWFs
movement in saving the environment. Apart from that, it is ideal
that Mansur Gavriel could launch a complimentary app to their
e-commerce. Due to the 100% sell-through rate, it affects the
customers demands and they are often being put on the waiting
list for months till the next restock or collection launch. The app
could assist the customers by giving notifications on the next
stock arrivals and creating alerts during new promotions or new
collection launch. They could even track the delivery status of the
purchases on the app itself. Through the app, customers would be
able to make more secure payments through a native app than
the mobile browser. This also allows customer to get the latest
updates and information on the go. The app also connects with
the newly established Instagram account to showcase happy
customers in the Mansur Gavriel community.
30
APPENDIX
MANSUR GAVRIEL
MANSUR GAVRIEL
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DESIGN
BRIEF 1
COMPANY PROFILE
MANSUR GAVRIEL WAS FOUNDED IN APRIL 2012 BY TWO PASSIONATE WOMEN, RACHEL MANSUR AND FLORIANA GAVRIEL.
THE DUO REALIZED THEIR INTEREST IN LEATHER AND DECIDED TO JOIN FORCES TO CREATE BAGS FOR WOMEN. MANSUR
GAVRIELS FIRST COLLECTION WAS LAUNCHED IN JUNE 2014
AND OBTAINED POSITIVE RESPONSES FROM BUYERS. THE MAIN
CONCEPT OF THE BAGS IS TO PUT THE FOCUS ON ITS MATERIAL, WHICH IS ITALIAN VEGETABLE TANNED LEATHER WITH MINIMAL HARDWARE TO COMPLIMENT THE BAGS. THE USE OF ITALIAN VEGETABLE TANNED LEATHER IS BECAUSE IT IS A CLASSIC
LEATHER THAT AGES OVER TIME AND THAT IS THE BEAUTY OF IT
WHICH IS MANUFACTURED AND SOURCED IN ITALY ITSELF. MANSUR GAVRIEL PLAYED WITH COLORS, CUTS AND STITCHING AND
PRESENTING THE BAGS WITH CONTEMPORARY PRICE POINTS
IN HOPE OF MEETING CONSUMERS NEEDS. THE PRICES OF THE
PRODUCTS RANGES FROM SGD$600-$1300. ACCORDING TO THE
FOUNDERS, THE BAGS ARE TARGETING DIFFERENT WOMEN PSYCHOGRAPHICS WITH ITS VARIATION OF COLORS.
MANSUR GAVRIEL
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TARGET MARKET
The target consumer for this campaign is mainly young female professionals
aging from 25 to 35 years old. They are constantly searching for products
that are functional and timeless. The target market are in an upper middle
class where they want low-key luxury instead of big designer brands. They
prefer everything that are toned down and have minimal look to it to fit with
their working attire or casual style. The target market could be bloggers,
photographers, designers, artists or even students that are seeking for a
muted staple piece. They are individualistic and are actively seeking for things
are that new to the market to avoid mainstream products. They have a strong
appreciation of details and craftsmanship.
MANSUR GAVRIEL
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PROJECT
INFORMATION
Conceptual
Technical
MANSUR GAVRIEL
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Commercial
Financial Data
Flower cart : $2800
Swing set: $400
Silk flowers: $500
Booth Design Team : $2000
Store space for 1 months : $20,000
Contractor : $2000
Staff/photographer : $4,800
Printed materials: $1500
Miscellaneous: $2000
Total: $36,000
MANSUR GAVRIEL
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DESIGN
BRIEF 2
COMPANY PROFILE
MANSUR GAVRIEL WAS FOUNDED IN APRIL 2012 BY TWO
PASSIONATE WOMEN, RACHEL MANSUR AND FLORIANA GAVRIEL.
THE DUO REALIZED THEIR INTEREST IN LEATHER AND DECIDED TO
JOIN FORCES TO CREATE BAGS FOR WOMEN. MANSUR GAVRIELS
FIRST COLLECTION WAS LAUNCHED IN JUNE 2014 AND OBTAINED
POSITIVE RESPONSES FROM BUYERS. THE MAIN CONCEPT OF THE
BAGS IS TO PUT THE FOCUS ON ITS MATERIAL, WHICH IS ITALIAN
VEGETABLE TANNED LEATHER WITH MINIMAL HARDWARE TO
COMPLIMENT THE BAGS. THE USE OF ITALIAN VEGETABLE TANNED
LEATHER IS BECAUSE IT IS A CLASSIC LEATHER THAT AGES OVER
TIME AND THAT IS THE BEAUTY OF IT WHICH IS MANUFACTURED
AND SOURCED IN ITALY ITSELF. MANSUR GAVRIEL PLAYED WITH
COLORS, CUTS AND STITCHING AND PRESENTING THE BAGS
WITH CONTEMPORARY PRICE POINTS IN HOPE OF MEETING
CONSUMERS NEEDS. THE PRICES OF THE PRODUCTS RANGES
FROM SGD$600-$1300. ACCORDING TO THE FOUNDERS, THE
BAGS ARE TARGETING DIFFERENT WOMEN PSYCHOGRAPHICS
WITH ITS VARIATION OF COLORS.
MANSUR GAVRIEL
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TARGET MARKET
The target market for this campaign
is male and female audiences from
age 25 to 45 years olds. They are
mostly working professionals or
avid travelers. They are often busy
but will take some time to admire
the environment around them. This
target market are compassionate and
wants to spend their money where
it is worthy. They are from middle to
upper middle class seeking for gifts
MANSUR GAVRIEL
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PROJECT
INFORMATION
Conceptual
Technical
MANSUR GAVRIEL
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Commercial The fashion show will happen within the time frame of
the pop up store, which is in June on a weekend so that customers can
head to the store to check out the products. The fashion show will take
place on Orchard Road where there is a peak of traffic during weekends.
It is one of the top frequent visit spots of younger consumers and tourists.
An hour before the fashion show, ushers will be giving out flyers during
models preparation and music setup. The purpose of this is to inform
passerby that something is happening soon and they could stay tune to
what is going to happen. This generates a hype and buzz to passerby
to anticipate the event. As for the pop up store, in support of the WWF
movement to back the rangers a specially designed edition of the Mansur
Gavriel bucket bag holding tie dyed roses which are being sold for S$15
each with a tag of thank you note from the wildlife protection rangers.
All proceeds of the roses will go directly to WWF to back the rangers in
buying them a first aid kit during their patrol duties. This campaign will go
on for a duration of a week.
Financial Data
Projector screen and materials: $700
Lighting: $1120
Setup team : $1000
Art Team : $2000
Shadow play artists: $3000
Contractor: $1500
Models : $3000
Fresh roses supply: $600
Printing materials: $300
Total: $13,220
MANSUR GAVRIEL
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DESIGN
BRIEF 3
COMPANY PROFILE
MANSUR GAVRIEL WAS FOUNDED IN APRIL 2012 BY TWO
PASSIONATE WOMEN, RACHEL MANSUR AND FLORIANA GAVRIEL.
THE DUO REALIZED THEIR INTEREST IN LEATHER AND DECIDED
TO JOIN FORCES TO CREATE BAGS FOR WOMEN. MANSUR
GAVRIELS FIRST COLLECTION WAS LAUNCHED IN JUNE 2014
AND OBTAINED POSITIVE RESPONSES FROM BUYERS. THE MAIN
CONCEPT OF THE BAGS IS TO PUT THE FOCUS ON ITS MATERIAL,
WHICH IS ITALIAN VEGETABLE TANNED LEATHER WITH MINIMAL
HARDWARE TO COMPLIMENT THE BAGS. THE USE OF ITALIAN
VEGETABLE TANNED LEATHER IS BECAUSE IT IS A CLASSIC
LEATHER THAT AGES OVER TIME AND THAT IS THE BEAUTY OF
IT WHICH IS MANUFACTURED AND SOURCED IN ITALY ITSELF.
MANSUR GAVRIEL PLAYED WITH COLORS, CUTS AND STITCHING
AND PRESENTING THE BAGS WITH CONTEMPORARY PRICE
POINTS IN HOPE OF MEETING CONSUMERS NEEDS. THE PRICES
OF THE PRODUCTS RANGES FROM SGD$600-$1300. ACCORDING
TO THE FOUNDERS, THE BAGS ARE TARGETING DIFFERENT
WOMEN PSYCHOGRAPHICS WITH ITS VARIATION OF COLORS.
MANSUR GAVRIEL
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TARGET MARKET
The target market for this strategy is targeting Mansur Gavriels primary target
market which is women from age 25 - 35 years old.The target market are
professionals in middle to upper middle class. They are that are tech savvy and
always seeking for new information. They are smart consumers and cautious
on making purchases. This target market are active on the social platform and
appreciates the convenience of shopping and being on the go.
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PROJECT INFORMATION
Conceptual
Technical
iPhone users are able to checkout from the app using Apple
Pay.
Mansur Gavriel app required location service.
The app is supported on iOS and Android devices.
The interface is optimized for smartphones and tablets.
MANSUR GAVRIEL
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Commercial The app will be launching during July after the pop up store
has generated enough consumer awareness towards the brand. The official
app allows more purchasing opportunities from Mansur Gavriels official
e-commerce through secured payments and ease of shopping. Customers are
able to be notified once their purchase is being shipped and whenever there is a
tracking update. The app will also be in sync with the Mansur Gavriel Instagram
account, @MGhappygirls to show a feed of satisfied customers and their style
shots. The app is able to detect which model of the bag each customer is using
on the feed so that other customers can wish list or purchase the bags being
seen on other customers on the community. They are also able to post their
feedbacks and reviews on the products through the app to help with other
customers in making purchasing decisions. Customers are also required to
make an account for the app so that Mansur Gavriel can retain the customer
data for further product suggestions according to their past purchases and style
preferences through the wish list. They will also be notified on their account
when the product on their wish list is restocked, made available on their nearest
stockist or selling out fast. The launching of the app will be posted through
Mansur Gavriel main Instagram account @Mansur Gavriel to encourage their
loyal supporters to download the app. Besides that, the app is also made known
through the departmental store, Robinsons, which will be the only stockist for
Mansur Gavriel in Singapore by using a QR code poster placement alongside
with the products for customers to scan to brought into the app store for apple
devices or the play store for android to download the app in order to browse
for more products.
Financial Data
Interface designer: $1300
App developer: $12,000
Total: $13,300
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SURVEY
QUESTIONS
DEMOGRAPHICS
1. What is your age?
15 - 20 years old
21 - 30 years old
31 - 40 years old
BRAND RECOGNITION
13. Have you heard of the brand, Mansur
Gavriel, and from where?
Yes
No
14. If yes, where from ? ( refer to question 13 )
Social media
Word of Mouth
Magazines
Online stores ( Ex: net-a-porter,
steven alan etc.)
15. Would you be interested in
purchasing the bags ?
Yes
No
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SURVEY
RESULTS
1. What is your age?
MANSUR GAVRIEL
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12. Which platform do you use the most to make online purchase ?
MANSUR GAVRIEL
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13. Have you heard of the brand, Mansur Gavriel, and from
where?
16. What is your impression of the brand ?
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INTER
VIEW
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brief
fashion
50
MANSUR GAVRIEL
BIBLIOGRAPHY
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