BRAND PROPOSAL OF

REINE
FASHION DESIGN PORTFOLIO 2

TANG WAI PING (ICY)

J 15018529
DIPLOMA IN FASHION DESIGN
 CONTENTS

Introduction of Reine 2
Product and Services 3
Market Analysis
Opportunity and Current Trend in Market
Sustainable Fashion ....... 4
Wellnes Devided,K-pop fashion .. 5
Market analysis to Pioneer and Competitor
Introduction to Valentino, Brand Identity of Valentino .. 6
Signature Style of Valentino and Red Valentino .. 8
Vision and mission of valentine .... 9
Target customer of valentine, Pricing . 10
Swot analysis . 11
Introduction of Versace, Brand identity . 12
Signature style .. 13
Target customer, Pricing, Swot analysis ... 14
Competitors 15
Introduction of Zara, Brand identity, Signature style . 16
Target customer 17
Pricing . 18
Introduction of top shop, Brand identity 18
Signature style, Target customer . 19
Price . 20
My target market ... 20
Market need n demands
Fast fashion 21
Fashion technology, Fashionable plus size clothing . 22
Economic culture n environment condition
Currency . 26
GDP . 27,28
Goods n service tax 29,30
Competitor swot analysis . 31,32
Reference .. 33,34

1
 Brand Proposal

Introduction of Reine

Reine is the brand name that I decide to use. Reine means queen in French
language. France is an artistic country and women in France are well-kwon of their
graceful in the world. Thats the reason I choose French and I believe that every
women should live in an exquisite life. Every single women are strong, independent,
brilliant and elegant just like our lovely queen of United Kingdom-Elizabeth II
(Elizabeth Alexandra Mary Windsor).

Brand requires to work out well within a team, Reine would be a small brand that
with creative and motivate members. Reine produce womens Ready-To-Wear line.
Our mission is to make sure that every woman wearing Reine feel that they are
special threated, unique, confident and comfortable in one. Other than that, to boost
up womens confidence and happiness by wearing an outfit they desire for.

Quality is a very first important thing to Reine. We change and get better all the
time, we care about our customers and do our best to make sure they get a more
suitable and comfortable cutting and design. Reine is not a fine dining that you will
have every day but a warm family dinner you would enjoy. Its not the best but
definitely the one suits you.

We believe that every women should live a better life by not just wearing a
gorgeous dress. We hope that our cloth is a starting point that build womens
confidence by taking them to a further goals and achievement in their career,
ambition and relationship. This is because outfit does affect everyones mood, you
will get a happier and positive mind by just wearing something that you like and its
really suits you well.

2
Product and Services

We Love, We Listen and We Care. If you want to success your business you cant
take it as a tool to make money. We have to treat our customers as our family
members. We listen to their demand and always think by standing on their position.
Why they dont like it and what service we have not done good enough to get them
back.

First of all to attract customer we have to start from the appearance. Workers can
pair themselves with the cloth inside our collection and always to keep their look
clean. Other than that, boutique has to be clean all the time. We can decorate our
boutique and play music that customer would like. Not only that, packaging of the
products is so much important, we can think of some creative and cute design to
attract our customer.

Of course our product is the one to take care also. We have to make sure our
product is always in a good quality and condition before we sell it to customers.
Other than that, we offer styling services to our customers. They can even ask us to
make some changes on the piece they bought. We refer back to their opinion and
make some changes on the cutting to make sure it more fitted and comfortable while
they are wearing. We also offer after sale services like delivery service and 30 days
return services.

3
 Market Analysis

Opportunity and Current Trend in Market

Sustainable Fashion

Sustainable fashion also call eco fashion. Sustainable fashion is to created system
that can be supported indefinitely in terms of human impact on the environment and
social responsibility such as usage of organic fabric or sustainable fabric which is
fabrics that derived from eco-friendly resources. There are few brand that are well-
known of doing sustainable fashion such as People Tree, Stella McCartney, Beyond
Skin and Freedom of Animals.

This is the other trend that pay attention by people and business man take it as a
new chance and opportunity in fashion industry. There are so much group now is
doing sustainable fashion activities such as 1The Huffington Post UK, 2Centre for
Sustainable fashion and BSR. We can see that how much people care about this
topic today. Centre of Sustainable fashion had carry out lot of project before such as
3LCF X KERING project, 4 Dress for Our Time project and 5 Catalytics Clothing
project.

Other than that theres also a fashion retailers like 6Yoox provide sustainability
reports and supports others sustainable fashion brand. Sustainable fashion contains
more possibility and it might be replace fast fashion very soon.

1
http://www.huffingtonpost.co.uk/news/sustainable-fashion/

2
http://sustainable-fashion.com/

3
http://sustainable-fashion.com/projects/lcfxkering/

4
http://sustainable-fashion.com/projects/dress-for-our-time/

5
http://sustainable-fashion.com/projects/catalytic-clothing/

6
YOOX
https://www.yoox.com/my/women?tp=47113&gclid=CjwKEAjw_uvHBRDUkumF0tLFp3cSJACAIHMYZnD0xsOJ
QL8VN4fZi9vmAN-q_I1jEdCcioGPB5uU0BoCOPDw_wcB

4
Wellness Divided

Wellness and fashion have ever been allied industries, but the rise of wellness
movement makes fashion want to profits on it. Over these few years, fashion
companies has started to pay attention to new lifestyle trend. They take this
opportunity to release their own athletic and active wear line. For example, brand like
7H&M and forever 21 even started to produce active wear.

8 Diagram from Edited

Edited is a British startup that tracks retail inventories and more to understand
whats hot. This charts result is from multi brand retailers in US. The chart showing
the needs of active wear especially leggings keep growing and the last three months
arrivals show 11% more than the same period of 2015.

K-Pop Fashion

K-Pop is definitely the trendy culture over the couple years. People all around the
world influence by the K-pop music, their food, culture, language, people and also
fashion. They start to follows the trend in Korea, like how the celebrities style and
what they wear every day. 9The growing, global influence of K-Pop stars and its

7
H&M Active Wear Collection https://www.popsugar.com/fitness/HM-Activewear-Collection-40136244

8
Business Insider. Retrieved from http://www.businessinsider.my/fashion-trends-data-2016-
10/?r=US&IR=T#IiPCHKBB6S4UQFX3.97

9
Why Are All the Korean Desginers Killing it Right Now? Retrieved from
http://www.highsnobiety.com/2017/02/21/korean-fashion/
x

5
influencers all help in delivering a new perception of Korean fashion to the
international consumer. Said Chung.

Refer to the 10Fashion Network Korean fashion industry is expected to grow 3.3%
over the previous year. Korea fashion is forecast to touch 39.3 trillion won in 2017
against 38.3 trillion in 2016. A South Korea Agency also inform that exports of South
Korea clothing from South Korea totalled $1.89 billion. From this big amount on
increasing of data we can conclude that Korea fashion truly a new trend and
opportunity for others brand to follow with. Although Korea fashion is the new fashion
that is much younger than others brand in the rest of the world.

K-Pop fashion bring good to local fashion also. It bring us opportunity on learn from
Korean designers and collaborate with them.

Market Analysis on Competitors and Pioneers

Pioneers:

Valentino

Introduce to Valentino
11 Valentino founded by Valentino Garavani and Giancarlo Giammetti in 1960. It is of
the brand under Valentino SpA. Valentino include lines Valentino, Red Valentino,
Valentino Garavani, Valentino Roma, Valentino Uomo and Valentino Piu. Valentino
is the classic Valentino design, RedValentino is the collection take on feminine and
romantic persona. Furthermore, Valentino Garavani is a line produce accessories
like bag, shoes, and leather good. Valentino Roma is a line created by Valentino

10
Fashion Network (2, Feb 2017). Retrieved from http://hk.fashionnetwork.com/news/South-Korea-s-fashion-
industry-to-grow-3-3-in-2017,795402.html#.WPttB9KGPIU

11
Wikipedia. Retrieved from https://en.wikipedia.org/wiki/Valentino_(fashion_designer)

6
house as a casual line clothing. Other than that, Valentino Uomo which is a
menswear line that popular of fashionable gentlemens closets. Valentino Piu, which
is the only line doesnt include clothing nor accessories. It is a line that produce
Valeninos home dcor.

Brand Identity of Valentino

Valentino is well-known of their pretty gorgeous gown that we can always see at the
red carpet. Today Im going to choose Valentino and RedValentino as my pioneers.
This is because two of this lines are the classic and feminine design that similar with
what my brand aiming for.
12Valentino embodies beauty in every aspect, elegant and feminine in an
unconventional way. Valentino is evanescent and ethereal, but also magnetic and
mysterious. Valentino is seductively ambiguous, unpredictable, and as elusive as a
mirage.

Valentino also under a fashion luxury market which is surrounded by their

competitors brand such as Chanel, Ralph Lauren, Prada and Hermes. Valentino also
known of their perfection, exquisite, quality and elegance.

Other than that Red Valentino is a younger, romantic and more affordable line
compare to Valentino. Red Valentino mixed various influences, from myriad of
places and eras.

12
Valentino Brand Book. (13, Apr 2016). Retrieved from
https://issuu.com/dannisaazzahra/docs/valentino_brand_book_print

7
Signature style of Valentino and Red Valentino
13Valentino is a very classic line among all. When you heard of Valentino the first
word come of everyones mind would be elegance. Elegance is a very important
signature style and also a part of womans sensuality. The other signature style that
very obvious is fabrics. Valentino always use light fabric like laces, rich chiffons and
smooth silk and satins. It brings ultra-feminine, classy and sophisticated to the
collection.

Valentino SS 17

Red Valentino is a younger, romantic and more affordable line compare to

Valentino. Red Valentino mixed various influences, from myriad of places and eras.
It is a modern fairy tale underscored by girly creations, playful combinations,
impalpable fabrics and elegant finishes and details.

13
ThinkFashion. Designer Profiles. Retrieved from http://www.thinkfashion.com/designer-brands/designer-
profiles/valentino.html?atext=Valentino

Red Valentino Resort 2017

Vision and Mission of Valentino

Valentinos vision is to exploit Valentinos full potential, to thrivc an innate

leadership and an extremely skilled and talented in house design team as a global
luxury fashion house. Valentino focus on the needs of continually cosmopolitan
customer, with a continuous dialogue between passion and experience. And by fully
respecting the ethical principles of correction, loyalty and transparency.

9
Target Customer of Valentino

Diagram from 14Issuu

Refer to the diagram shows that Valentino and Red Valentinos target customers.
They both having similar behaviour and style just that Valentinos customers having
a higher income and higher standard of living lifestyles.

Pricing

Valentino Red Valentino

12,000+ Evening gowns and haute -
couture
2000-12,000 Ready-to-wear, coats 475-1,250 Dresses and coats
and dresses
600-2000 Accessories and Ready-to- 280-450 Top, skirts and dresses
wear
100-600 Fragrance, purses, belts and 50-260 Accessories
some shoes

14
Issuu (20, Mar 2014). Strategic plan for Valentino. Retrieved from
https://issuu.com/cocoandcake/docs/strategic_plan_final

10
 15SWOT Analysis

Strength

1. Valentino has a strong brand presence in over 90 countries with over 700 single
brand outlets and 100 directly managed boutiques

2. The brand has its own procurement and manufacturing facility which also serves
as centralized design facility.

3. Valentino brand is associated with several celebrities and flim stars

4. The brand offers exclusivity and customized products to its elite customers

5. Good branding and marketing through print ads and online ads

Weakness

1. Valentino has high competition which means limited market share growth

2. The brand has not been able to establish its presence in emerging economies
as compared to some competitors

Opportunity

1. Valentino can foray into online retailing which has emerged as one of the
prominent forms of reaching out to customers

2. It can also focus on eco-friendly wear collections which are gaining popularity.

Threats

15
MBA Skill (2016). Valentino S.P.A SWOT. Retrieved from http://www.mbaskool.com/brandguide/lifestyle-
and-retail/3791-valentino-spa.html

11
1. The highly fragmented fashion industry results in low brand loyalty which is a
serious problem

2. Being a global brand, its business is affected by recession and economic crisis

3. Fake product imitations affects brand performance of brands like Valentino

Introduction of Versace

Versace also named Gianni Versace S.p.A. It is a Italian luxury fashion company
founded by Gianni Versace in 1978. Versace produces upmarket Italian- made
ready-to-wear and leather accessories. The other lines of Versace is Versus
Versace, Versace Jeans and Versace Collection which mainly in the US.

Brand Identity
16 The most identity thing from Versace is their Medusa head. This is because
Hellenic heritage and mythology were Gianni Versaces muses. Gianni Versaces
incarnation of Medusa is based on a more alluring representation of the legendary
mortal, where Medusa is suggestive of power, strength, beauty that constitutes a
propitious sense of the mythology.

Brand Position and Signature style

16
Gevril Group. Story of the Versace Head Logo. Retrieved from http://gevrilgroup.com/versace/gianni-
versace-medusa-logo/

12
 17 Versace is positioned in a luxury brand with high prices. Versace appear to attract
urban style people with high taste and sense for innovative yet luxury products.
Versace having a well established brand image on a global scale. Versace also
remain to complete with their competitors such as Christian Dior.

Signature Style

As the image of luxury brand, Versaces designs always look so luxury and
glamorous. Their signature style is having the perfect blend of glamour yet still
remain the sense of sexiness using high end of couture. Other than that. Versace
also known for striking colors, materials and cuts.

Versace Ready-to-wear 2017

17
Issuu. Versace brand report. Retireved from http://issuu.com/mollierobinson/docs/mollie_robinson_

13
Target Customer

Versaces target customer mostly live in a luxury and high-end class. Target
customer mostly women, men (young adults). Over time Versace had develop a
wide range of target customer by creating many different successful collection which
including Versus line.

Pricing

Versace Versus Versace

12,000+ Evening gowns and haute -
couture
1000+Ready-to-wear, coats and 200+ Ready-to-wear,Dresses and
dresses coats
200+ Accessories 200+Top, skirts and dresses
100+ Fragrance, purses, belts and 50+ Accessories
some shoes

SWOT Analysis

Strength

1. Versace offers exclusive, breathtaking and intricate collection of clothes

2. Offers a wide range of high quality and original luxury goods

3. Versace brands are worn and endorsed by all celebrities who enjoy looking both
sexy and sophisticated

14
4. Product portfolio also includes perfumes, watches and even mobile phones

5. Since its inception in 1978, Versace has maintained a classy and strong legacy

Weakness

1. Fake imitations or replicas affects brand image of Versace

2. Due to tough competition there is a high amount of brand switching and restricted
market share growth

Opportunities

1. Online Retail and E-marketing are gaining large amount of importance and can
be tapped by Versace

2. Global expansion to emerging economies where people have high purchasing

power and are affluent

Threats

1. Economic recession and downturn has an impact on purchasing power of

individuals

2. Other cheaper and lower brands trying to copy their classic designs and selling
at much cheaper rates

Competitors:

I choose Zara and Topshop as my competitors because both of them got similar
style and target customer as my brand.

15
Introduction of Zara

Zara is a Spanish brand under the Inditex Group with Pull and Bear and Berhka. It
founder in 1975 by Amanico Ortega and Rosalia Mera. Zara also well-known of their
fast fashion business around the world. Zara contains few lines which is Zara Men,
Zara, Zara TRF and Zara Kids and Zara TRF also Trafaluc is a new line aiming
younger customers.

Brand Identity

Majority might doesnt know that Zara self-image and their personalities is confident,
fashionable and unique. Zara also a mid-price brand that manage to maintain
consumer base that successfully spans age, socioeconomic and geographic
boundaries. Zaras in trend, luxury-esque fashion and an extremely lower price point
is also what todays consumer looking for.

Signature Style

Zara always make changes of their style, designs and colors according to the trend.
Therefore, there are still few of signature style of Zara maintain which is they
definitely stick to black, white and brown tone. Other than that, we can always see
that Zara produce work wear, formal wear design and coats. Furthermore, due to
TRF is targeting younger customer, their color palette always colourful than Zaras
and their design would be more temporary and young like off shoulder, cut out and
usage of denim fabric.

16
 Zara SS 17

ZARA TRF 2016

Target customer
18Zaras target customer would be fashion conscious, cosmopolitan and
sophisticated woman. Their price range is a bit higher than budget but still affordable
compared to luxury brand. So that it attract a lot of consumer at average income
level.

As mention above, target customer is a fashionable women, so Zara would

definitely for them to hunt for the trendy item that they want to.

18
Consumption, Culture & Identity. Retrieved from https://cci13.wordpress.com/2013/12/16/brand-project-
zara/

17
19Pricing

Zara Zara TRF

RM 89-350 Dress RM 90-280 Dress
RM 79-250 Top RM 70-170 Top
RM 70-300 Bottom,Skirt RM 70-270 Bottom, Skirt
RM 250-1000 Outerwear RM 150-600 Outerwear

Introduction of Topshop

Topshop is a British multinational fashion retailer of clothing, make up, shoes and
accessories. It founded in 1964 at Sheffield, United Kingdom and their current CEO
is Ian Grabier.

Brand Identity
20Thats two words to describe Topshop which is British style and heritage.
Topshop unique is devoting itself to disseminating its selective British style around
the world and offering the fashion pieces that could appeal to the middle-high

19
Zara Malaysia Official Website https://www.zara.com/my/

20
Issuu. Strategy fashion marketing plan for Topshop unique. Retrieved from
https://issuu.com/chuweitang/docs/assignment

18
customer. Topshop always reveals a board range of British culture which including
classic English gentlemens wardrobe.

Signature Style

Based on the British style, Topshops designs has been inspired by the last century,
it remains keen on technology-base marketing. Topshop always delivers young,
creative, and stylish design to the consumers.

Topshop ss2017

Target Customer
21Topshop target market is 15-30 years old women, but they also target everyone
who loves fashion, regardless age and income. Topshop doesnt has a wide range of
target as long as women whom got passion in fashion and whom like to keep up-to-
date to the latest trend.

21
Initial Brand Research. Retrieved from http://jonquil.myblog.arts.ac.uk/2014/02/20/brand-research-
topshop/

19
Price :

22Topshop

RM 120-2600 Outerwear

RM 50-2500 Dresses

RM 30-1500 Top

RM 50-1400 Bottom,
Skirt

My Target Market

Reine will belocated at a hot spot in Kuala Lumpur, Malaysia such as Damansara,
Old Klang Road nor Subang. Reine will start as boutique and run out online business
via Facebook and Instagram at the same time to get popularity.

We aim at women which age around 24 to 34 which is more mature compare to

other normal boutiques target customer. They probably studies overseas and have
high education level. Their income would be around 4k a month and they are living
alone. Their occupation might be lifestyle or fashion blogger, writer, event planner or
freelancer.

Other than that, they are independent, feminine but masculine while working, stay
positive, cherish themselves and love their family. They are blissful and know how to
appreciate others and enjoy their life. They love classic and simple outfit but still they
follows up trend by reading magazine and website.

They like to get a small trip and escape from work sometimes. They like to eat
healthy food like avocado, salads and nuts and thats why they in love with cooking

22
Topshop Official Malaysia Website http://my.topshop.com/en/tsmy/category/new-in-1157049/new-in-
fashion-6367517/N-cf0Zdgi?No=0&Nrpp=20&siteId=%2F13088

20
also. Sometimes when they feel down they would just read The Power of Positive
Thinking or The Law of Attraction to stay themselves positive.

They also hang out with some buddy once a week. They walking around in the mall
and buy something to satisfice themselves. Most of the time they are not an impulse
shopper they would only buy cloth that has quality and design that not too sexy.
They like long elegant dress, fitted cloth to show off their body and design that are
easy to wear.

Market Need and Demands

Need:

Fast Fashion

Fast fashion is a contemporary term used by fashion brand to show case the
designs that in current trends. Fashion brand that are well known of fast fashion is
H&M, Zara, Topshop and so on. They usually change their item within 2 to 4 times a
month in their outlets. Fast fashion is not a new thing we just know and its already in
trend for many years just to satisfy customer needs on buying new clothes.

According to the article 23NPR studies that fast fashion are getting out new styles
more frequently and the clothes they produce also become more affordable and it

23
NPR Media (10 Apr 2016). What Happens When Fast Fashion Becomes Fast, Disposable and Cheap?
Retrieved from http://www.npr.org/2016/04/08/473513620/what-happens-when-fashion-becomes-fast-
disposable-and-cheap

21
attracts customers to buy more and more. Other than that, 24CIT which is also the
financial holding company said that fashion retailers grew 9.7 percent per years over
the last five years.

Shopping behaviour of nowadays people has become so impulse. Fast fashion is

definitely a need to them, they couldnt stop of keep refresh their wardrobe.

Fashion Technology

Its a Digital World in 21th century everything we do purchase, watching movie, listen
to music, communicate via digital technologies. Of course people in fashion industry
would take that technology as a tool to grow their business. Thats why caused we
have lot of online shop right now. We can purchase everything easily online.

According to the 25IBM Study on the impact of Omnichannel in retail found that
brick-and-mortar stores have conversion of 20% versus 4.8% of retailers that only
exist online. From the study we see how people rely on network.

Demands:

Fashionable Plus-size clothing

The plus size market are growing these few years. According to market research by
online retailer ModCloth, 2677% of plus-sized women say it is difficult to find well-
fitting garments; 73% say sizing is inconsistent across brand and 81% say they

24
CIT (2016). Fast Fashion Garners Fast Grows. Retrieved from https://www.cit.com/leadership/fast-fashion-
garners-fast-growth/

25
IBM. Retrieved from https://www-01.ibm.com/common/ssi/cgi-
bin/ssialias?subtype=WH&infotype=SA&htmlfid=ZZL03117USEN&attachment=ZZL03117USEN.PDF

26
CNBC (8 Apr 2015). Retails plus size problem. Retrieved from http://www.cnbc.com/2015/04/08/retails-
plus-size-problem-designing-for-larger-sizes.html

22
would spent more on clothing if they had more options in their size. This prove that
market is strongly demands for fitted plus size clothing.

27Graph from NPD Group/ Consumer Tracking Service

According to the graph from the NPD Group, Plus-size women apparels sale have
outpaced total womens clothing sales for past three years.

Strategy and Planning

Marketing Plan:

1st Year

1st Year of the business. This is a starting point of your business and make your
brand direction and the future plan. We need a lot of promote and attention from
everyone to let our audience remember our brand especially our target customer.

First of all, 1st year of Reine will be mainly focus on network. We started our
business by creating our own Facebook Page, Instagram and Website. Therefore,
we need to manage the social media and keep on updating it. Therefore we make
our website to an online stores and Facebook, Instagram as a review of our
collection to make the purchase convenience.

27
Bloomberg Gadfly (10 May 2016). Retails ignores most of the American women. Retrieved from
http://www.cnbc.com/2015/04/08/retails-plus-size-problem-designing-for-larger-sizes.html

23
 We can work with influencer like fashion blogger to participant in a campaign. We
would ask them to upload pictures that wearing our collection and post it to public.
However, it would probably has dedicated of their followers would like our brand.
Influencer always brings a big impact especially in this digital era. In the end I would
attract new audience and also make content by collaborating with influencer.

Other than that, we can send a welcome email to every single subscriber that
follows us on social media. New brand need to keep appeal and make people
memorize us. So this is the best way to alert our subscriber. We can send them the
welcome email contains our collection photos and also remind them to visit or
hashtag our brand.

Lastly, we can buy ads from Facebook, Instagram and google to promote our
collection. Not only that, we can also retarget our visitor with Facebook. The
advantage of retarget our visitor with Facebook is that some people are not ready
and confident enough to buy our product instantly. So, with retargeting we can reach
the same people that may thinking about buying our product with a reminder ads.

2nd Year

After a year of promoting that our brand has starting to know by others. So that we
can now do anything like a giveaway, promotion or discount that to attract as much
as customers to make their first order with us. This is because we will get more
opportunity by attract as much as customer we can so that our target customer
would like our product and become our long-term customers.

On top of that, we can run a giveaway activities on Instagram also. People like to
get involve in fun and interesting activities especially if its come with some rewards.
We can choose a hot item in our stores and ask the followers to upload a selfie and
tag 3 of their friend with hashtag of our brand and reason why they want to win the
item. This would definitely bring more identity to our brand.

24
 Lastly, promotion and gift guides always boost up the sales. Special holiday or
celebration like Christmas, Chinese New Year and Valentine Day which is the period
people like to buy and gift to others. We can make some promotion like count down
of 14days of Christmas and make different discount and hot deal item every day. We
can also make a gift guides like 10 items to gift in Valentine Day and fine similar item
in our brand to hint our customer they can get the same thing in our store.

3nd Year

After two year of promoting that we had built our brand popularity and identity. Our
business has started to grow up since we already have our followers and customers.
So that we can move further and start to plan on something bigger. But at the same
time we need to keep on planning something different to keep our customers
interest.

First and foremost, we can make some fashion events. For example, a new
collection launch events that we can invite our loyal customers, media, public and
fashion blogger over. In the runway which we will show case our apparel that worn
by our models. At the same time we can make it as a charity event to attract more
awareness.

To maintain our customers interest we should published some video in a specified

time. For example, we can do some video like show our visitor how to wear our item
and merge it into their daily wear. We can publish some video which about what in
trend this year or what to wear to a dating? Interesting topic will attract the curiosity
of public.

Last but not least, it is not an easy journey to maintain and grow up our brand. We
have to keep on update on latest news, bring awareness and popularity to our brand.
Brand wouldnt grow well without well plan of marketing strategy.

25
 Economic, Culture and Environment Condition

Currency

Currency is one of the important factor we should look for while we run our
business. It plays an important role of both our country and other countrys value. By
the result of it we would know should we avoid or involve in overseas project. We
take USD an international currency as our reference here.

28Chart of Currency USDMYR

Since Jan 2017 to May 2017, we can roughly know that Malaysian Ringgit is going
down to 4.387, 4.380.

28
Malaysian Ringgit. Trading Economics. Retrieved from
http://www.tradingeconomics.com/malaysia/currency

26
 Historical of USDMYR in a year

Forecasting of USDMYR

Refer back to two diagrams above, we can say that Malaysian Ringgit is going up
by a good condition. It goes 4.4 in Jan 2016 and goes down when Apr 2016, but in
the end it going up again to 4.4 now. As the forecasting diagram shows that
government predict that Malaysian Ringgit is expect to trade at 4.46. Looking
forward, they estimate it to trade in 4.6 in 12months times.

Overall it might affect our business in these few months by increasing of expenses
such as rising price of our supplies like thread and fabric. But according to the
diagram it would rising up again in half years so our before that we have to think of a
solution to avoid us to get lose by the going down of Malaysian Ringgit. For example,
we should reduce of giving discount and doing promotion in a short term.

GDP

GDP is gross domestic product. This is one of the primary indicators used to usage
the health of a countrys economy. It equal to total Malaysian Ringgit value of all
goods and service produced over a specific time period. We can also think it as the
development of a country, the growing of currency and investment proceed in our
country.

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 Malaysia GDP Annual Growth Rate

As the diagram shows that Malaysia economy going down since Jan 2014. But
GDP Annual Growth Rate in Malaysia average 4.2% compared to 5.0% in 2015. This
mean the production our country is going down. It cause many problem such as
increasing of unemployment rate, lower national income and decrease of investment
in our country.

Malaysia Employed Person

Due to the decreasing of GDP it cause the higher rate of employed person too. This
definitely bought big impact to business man. Employer couldnt afford to hire people
due to the high cost and low interest in business. Hence it is not a good timing for the
new business like us to hire too many people. Furthermore, people would not
purchase things easily. So that we should reduce the quantity of some item that
sales is not good and focus on our hot item.

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 Goods and Service Tax

Corporate Tax

Corporate tax is a tax that every owner of the business have to pay for. It is a levy
placed on the profit of a firm to raise taxes. After operating earnings is calculated by
deducting our expenses including the costs of goods sold (COGS) and depreciation
from revenues, enacted tax rates are applied to generate a legal obligation the
business owes our government.

Malaysia Corporate Tax Rate

We can see that corporate tax of Malaysian is 25% since 2012 and go down to 24%
in 2016. This prove that it wouldnt affect much to Malaysian since it is not a big
changes to us. Anyway, still tax will take away 24% of our total income is does
matter to a small starting business like us. It might affect the growing of our business
because we force to pay high tax while we just start our business with low interest or
even a negative at the start.

Thats why this cause lot of business couldnt help to stand their business longer
and face the finance problem. To overcome this problem, it might be good to look for
a trusted partner to reduce our costs.

Goods and Service Tax / GST

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 Goods and service tax also known as GST. It is a broad-based consumption tax
levied on the import of goods, as well as nearly all supplies of goods and service in
Malaysia. In other country GST is known as the value-added tax or VAT.

Malaysia Goods and Service Tax/ GST

Before the announcement of GST tax of 6% overall goods and services in 1 April
2015. Malaysian was paying 5-15% of sales-and-service tax instead. We doesnt
know how much will it increase some tax 5%, 10% or 8% to every tax 6% but it
definitely bring changes to us especially fashion industry.

Before we sell our product (clothing) to our customer with a 6% of GST first. We
have to pay for our manufacturing fee, fabric and materials for another 6% each.
There are few disadvantage from GST bring to us which is the cancellation on tax
invoice. Once we have order our goods or products we have to pay for the tax even
if we cancel it. Other than that, we cant charge GST to our oversea customers.
Which means the export products would sell without the charge of GST also means
that we will lost our interest by not adding in the tax.

GST does affect a lot to the business but we could not do anything to avoid it. The
only strategy to do is to calculate our costs more precisely within our tax.

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 Competitor SWOT Analysis
Brand Zara
Strength 1. They have many stores
around the world
2. Their costs is extremely low
and the time that take to
manufacture clothing is fast
3. They offer trendy, designs
and fast delivery products
4. Provide different lines such
as Zara, Zara TRF, Zara
Women and Zara Kids.
Weakness 1. Less discount and offer all
around the year
2. Less stock of product that
customers could not
repurchase it in two week time
3. Limited marketing and
advertising compare to other
brands
Topshop
1. Collaborate with celebrities
such as Cara Delevigne, Gigi
Hadid, Kendal, Kylie Jenner
and Beyonce.
2. Offer a 10% discount to
students all year around and
offer 20% during specific
event
3. Use social media as
advertising and marketing
1. Dont mention that return of
products from online have to
return to warehouse
2. Have a small size range
that could not wear by plus
size people
3. Weak customer service and
workers are limited that
couldnt afford to help
everyone
Reine
1. Unique and trendy
designs that wouldnt get
from other stores
2. Provide special service
to customers like tighten or
loosen of clothing
3. Instead of quantity we
focus on the quality of
clothing
1. New started business
with only Womens apparel
2. Limited workers that
make process
manufacturing slow
3. Couldnt afford to pay
high for advertising and
promoting
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Opportunity 1. There are more global
market Zara can explore
2. Online marketing and
ecommerce that can be tapped
by Zara
Treats 1. There is a large amount of
consumer switching taking
place
2. Fake imitations can decline
the sale of Zara products and
hurt business
1. Improve customers in store
experience
2. Improve team
communications and stores
interior
1. Competition from high
street brand who cooperate
with top designers like H&M
2. Teenagers nowadays
starting to buy more mature
cloth which is different for
what Topshop target
1. Can target different
style and a wider range of
customers
2. Can increase the
popularities and strength
to build brand identity
3. Can present collection
online and sell them by
website
1. A big competition with
so many brand in Malaysia
that are same level with us
3. Public might not
confident enough to
buy our products from
a new brand like us
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 Refrences
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2. http://sustainable-fashion.com/

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5. http://sustainable-fashion.com/projects/catalytic-clothing/

6. YOOX
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LFp3cSJACAIHMYZnD0xsOJQL8VN4fZi9vmAN-
q_I1jEdCcioGPB5uU0BoCOPDw_wcB

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Collection-40136244

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becomes-fast-disposable-and-cheap

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bin/ssialias?subtype=WH&infotype=SA&htmlfid=ZZL03117USEN&attachment=Z
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