In a recent trip to Malaysia, I had a chance to sit down with a friend who recently started his own wholesale/retail fashion business with a partner. We worked briefly to talk about what kind of consultation help I can do for him and possibly bringing me on board to expand the business in the future. I have written down the following as a case study and proposal in order for potential client to understand the services Studio LQ can provide here.
Notebook Date: 12.27.2009
Project: fashion consultant
Project type: Wholesale/Retail women's fashion
Location: Kuala Lumpur, Malaysia
Client: confidential
Synopsis:
A one-year old start up company who sell missy contemporary fashion to local Malaysian market. Current company has a showroom of about 600square feet to include offices. The company initially established with owner ( Miss A) travel back and forth the Seoul, Korea hand carrying women's clothing to wholesale for a local boutique near Damansara, Kuala Lumpur. It eventually extended to privately selling to her own clientele which mostly are the riches' wife and mistresses. The business slowly take off with expansion to its own rented showroom. The showroom became a shopping destination for Miss A's client. The company also partner up with a boutique owner who apparently never attend to her own businesses. The sell through is steady but at times unable to properly track the right reason for the good selling merchandise. There are some merchandise unable to sell and some of them overbought. The owner has very little knowledge about fashion and most of the actions taken are predominantly random and unplanned. The following is a proposal that we put together base on evaluating Miss A's company's current scenario.
Studio LifeQuartet Consultation Proposal:
Phase 1: New Brand Creation (NBC)
Since the business has proportionately increase, in order to build loyal and repeat customers, a brand must be created to strengthen the core of the business. By integrating brand strategy into the company, eventually lead to long term profitability. In NBC, we must identify the following:
A) Brand Objective
B) Target Market
C) Competition
D) Strategy
Phase 2: Brand Architecture (BA)
After NBC, we can then establish the primary architecture of the brand. What is the main concept ? Lifestyle positioning ? Demographics ? Packaging design ? what is the Unique Selling Proposition? channel of distribution ? etc. These exercise only needs to be done once and thereafter, everything else follow the architecture of the brand.
Phase 3: Brand Development (BD)
After established the concept of the brands, it's time to develop it seasonally. Base of the information gathered during NBC and BA, we can identify several different methods in developing the brand. For example; Are you going to continue to buy directly from Korean wholesaler and put your brand on the products, or you have design it on your own and have the Korean factory to make for you ? For each season, the following is needed:
A) Developing a seasonal calender as to when to buy.
B) Developing a buying strategy as to what to buy.
C) Developing a pricing strategy as to what to buy at different prices.
E) Developing a trend board as to what are the hottest items for the upcoming season
F) Developing a merchandising plan for retail boutique and showroom clients.
E) many more...
Additional package: Brand Buying Strategy
A) Product Distribution Matrix ( colors, silhouette, size, quality ) etc.
B) Additional Products and services and market research.All photos by Jordan K
all right reserved studiolifequartet 2010
all right reserved studiolifequartet 2010
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