Issuu on Google+

Rue La La European Invasion Wade Padgett Melanie McNeel Amber Day


Table of Contents Executive Summary....................................................2 Introduction to Rue La La.........................................3-4 London At a Glance............................................................5 Fashion..................................................................6-9 Entertainment.......................................................10-12 Milan

At a Glance............................................................13 Fashion..................................................................14-16 Entertainment.......................................................17-18 Marketing Plan..........................................................19-20 Conclusion.................................................................20 Appendix A...................................................................21 Appendix B...................................................................22 Works Cited..................................................................23


Executive Summary Rue La La has succeeded in bringing top-name designers to local markets in major cities in the United States, and the current cultural climate in the cities of London and Milan dictates that they would be exceptional locations for the first stages of the Rue La La European expansion. The plan for this project is to bring Rue La La Local to the European market, which entails extensive research on the local culture in both London and Milan. It is essential for the team to discover the most sought-after brands in fashion, the most in-demand entertainment and travel packages, and the best local markets that our company can reach out to and use to appeal to the people in these cities. An initial user-survey will be conducted among our European members to determine their involvement and utilization of the Rue La La website, and then these findings will be used (paired with research of the current cultural climate of London and Milan) to make a final selection of the launch brands and products. Rue La La is the most successful website of its kind. It currently has over two million members throughout the world, but has only reached out to a handful of local markets in the United States. By expanding to European markets, an initial doubling in members is expected. Discovering the most sought-after brands in fashion, entertainment, travel, and lifestyle products will create more awareness and demand for these products and services both in Europe and in the already thriving American market. This report gives a summary of research conducted during a team trip to both London and Milan. During the trip, team members were able to conduct meetings and discussions with various business partners and investors, survey citizens on the streets of each city, and get a feel for the overall cultural climate of each destination. The following pages outline the designers, attractions, and forms of entertainment that the Rue La La European Invasion team will initially target. A marketing plan, including a consumer analysis survey and outline of a launch party event idea, is also included. Finally, the report ends with expenses regarding the trip and a glossary of helpful Italian phrases and words for conducting business in Milan. Rue La La’s next steps will be securing locations for headquarters in Milan and London and finalizing the details of the launch.


Introduction

R

ue La La is the destination for the most desired products at members-only prices. Members are offered exclusive deals on designer clothes, exciting travel opportunities, and a variety of other products and services. The current headquarters in Boston, but Rue La La has a strong local presence in New York, Chicago, Los Angeles, Philadelphia, San Francisco, Seattle, and Washington D.C. In these cities, teams search for the best in shopping, dining, and entertainment, and offer these deals to residents of these cities, which can be purchased online and picked up at the store that is offering the exclusive. Rue La La hopes to expand its local destinations to European cities, beginning with London and Milan. By reaching out to local European markets, the team plans to create a stronger presence in cities that would benefit from the services offered by Rue La La. Rue La La is the most successful website of its kind. It currently has over two million members throughout the world, but has only reached out to a handful of local markets in the United States. By expanding to European markets, an initial doubling in members is expected. Discovering the most sought-after brands in fashion, entertainment, travel, and lifestyle products will create more awareness and demand for these products and services both in Europe and in the already thriving American market. The plan for this project is to bring Rue La La Local to the European market, which entails extensive research on the local culture in both London and Milan. It is essential for the team to discover the most sought-after brands in fashion, the most in-demand entertainment and travel packages, and the best local markets that our company can reach out to and use to appeal to the people in these cities. An initial user-survey will be conducted among our European members to determine their involvement and utilization of the Rue La La website, and then these findings will be used (paired with research of the current cultural climate of London and Milan) to make a final selection of the launch brands and products. Rue La La has succeeded in bringing top-name designers to local markets in major cities in the United States, and the current cultural climate in the cities of London and Milan dictates that they would be exceptional locations for the first stages of the Rue La La European expansion.


A glance at...

London

Capitol of England Largest city in the European Union Diverse population Financial hub of the UK 6th largest economy in the world Similar business practices to the US


London

Fashion

L

ondon is home to over eight million people and is the largest city in the United Kingdom. With so many people residing in such a geographically small area, diversity is especially evident. In order to appeal to all the different people residing in this city, Rue La La plans to offer a wide variety of brands, products, and services in this initial step of the European expansion. Current fashion trends indicate a marriage between highend designer pieces and more affordable brands. Blazers and jackets layered over oversize tops represent one popular look, as well as brightly colored jeans with black or brown leather riding boots. By doing extensive research on fashion blogs and speaking to fashion consultants and stylists in the UK, the Rue La La team has been able to develop a list of designers that could be included in this initial step of the European expansion. High-end, well-established designers are included, as well as mid-range brands to encompass the styles of a wide range of Londoners.


Miu Miu

blends feminine styles with many edgier pieces.

Miu Miu is a brand of women’s clothing from the Prada house. It was opened by Miuccia Prada in 1993 and the name is based off her nickname. The brand has an especially strong presence in London, recently beginning a women’s members club to encourage the collaboration of ideas between women in the city. The Miu Miu brand is “quirky chic,” and is known for its mod prints, metallic fabrics, sexy dresses, and super-high heels. They have boutiques in cities all over the world, and have product lines for eyewear, handbags, shoes, and fragrances in addition to clothing.

McCartney is unique in the fashion industry because of her status as an environmentalist - she doesn’t use leather or fur in any of her designs, and is a proud supporter of PETA. Although she comes from famous roots, her appeal is due to her talent rather than her name, and her fellow Londoners are some of the most supportive of her work.

“...Miu Miu is no longer content to be the bratty kid sister of Prada, the elegant snob. Miu Miu wants her own room now; she doesn’t care anymore if Prada thinks she’s tacky. She’s a little overweight and doesn’t give a damn. She knows how to party, defy parental supervision and skinny-dip in hotel pools.” - Cintra Wilson, The NY Times

Retail price: $1650

Retail price: $690

Stella McCartney Stella McCartney is the daughter of Beatles frontman Paul McCartney, but her fame is mostly due to her abundant success in the fashion industry. She began working under the Chloè label but left to begin her own label in 2001 and opened her first store in NYC in 2002. Her jackets, shoes, and tops are desired by women everywhere, and her line

“If it is possible for her designs to become any more light and ephemeral, as they have season after season, eventually there will be nothing to see besides Sir Paul sitting across the runway.” - Eric Wilson, The NY Times


Louis Vuitton Louis Vuitton is a high end French fashion house. Founded in 1854, the line is best known for its LV monogram that appears on almost all items, which include luxury leather goods, clothing, handbags, jewelry, scarves, ties, and other accessories.

Perhaps the most infamous and desired Hermès item is the “Birkin bag,” named after the French actress Jane Birkin. She was instrumental in the design of the bag and women everywhere are desperate to own one of these extremely posh yet highly priced handbags.

Louis Vuitton has not abandoned its roots - all luggage is handmade and the craftsmanship is exceptional. Celebrities and average citizens alike admire the details that can be found on all of the line’s pieces, and although expensive, they are of a quality that will last a lifetime.

Retail price: $3250

Retail price: $205

Hermès Hermès is a French fashion line that has been making highquality products since 1837. Its unique logo, a horse and carriage, is recognizable by the masses. They are known for their silk scarves, leather bags and handmade luggage. The company has also made over thirty different fragrances for both and women.

Victoria Beckham Formerly known as Posh Spice, Victoria Beckham has seamlessly made the transition from the pop music industry to the high-end fashion market. First achieving fame as a style icon herself, Beckham has now created a name for herself as a respected designer. Her line features mostly dresses, from casual to eveningwear, shoes, and accessories. Her figure-flattering designs are popular among women all over the world, and she is especially popular among the London crowd as she is a hometown superstar.

“When Diane Johnson, in her bestseller of 1997, Le Divorce, describes a gift box from Hermès ‘set alluringly on the desk, like a cake on an altar,’ she catches that special blend of the senses and the soul inherent in an object from Hermès.” - Laura Jacobs, Vanity Fair Retail price: $1950

Retail price: $575


“Fashion is only the attempt to realize art in living forms and social intercourse.” - Francis Bacon Ted Baker Ted Baker is a retail company that is mainly based in London. Stores offer men’s and women’s clothing, with key pieces being formal wear and suits. Although Ted Baker is considered a mid-range designer in price, the quality of clothing is still exceptionally high.

Jane Norman Jane Norman is a super-successful British fashion brand that is mostly geared toward a younger demographic. With extremely affordable yet stylish items, the line is able to appeal to a diverse range of consumers. They are committed to creating clothing that flatters the female shape, while incorporating contemporary trends to create a unique overall feel for the line.

Retail price: $50

Retail price: $385

Their stores offer clothing, shoes, accessories, and the brand has been expanding steadily since 1952.

New Look New Look is a British-owned brand of retailers with connections worldwide. Founded in 1969, the company has seen rapid expansion and now has over 1,000 stores in locations all over the globe. The brand offers both men’s and women’s clothing, shoes, and other accessories. New Look defines their brand with three pillars: fashion excitement, value, and newness.

Retail price: $70

Retail price: $25


London

Entertainment

W

ith fifty countries being reachable by a three hour or less flight and over three hundred languages being spoken in the city, London’s appeal is truly global. And, cultivating the interests of such an international audience makes it a cultural hub full of countless attractions and entertainment opportunities for its residents and visitors. Rue La La hopes to appeal to its expanding member base by offering exclusive deals for many of these tourist destinations, attractions, and entertainment packages. By conducting extensive market research on the types of cultural events and attractions that most desired by Londoners, the Rue La La team is confidently partnering with the following brands, teams, and travel locations to offer the best possible deals to its members.

Sports Football is undoubtedly the most popular sport in the United Kingdom, and London is no exception. First codified in 1863, the modern game of football soon spread worldwide and is now a favorite sport of millions globally. England boasts several football clubs, which are

housed under the Premier League, an English professional association for football clubs. The Liverpool Football Club plays at the Anfield Stadium in Liverpool and has been established since 1892. The Arsenal Football Club plays at the Ashburton Grove, the third largest stadium in England, located in Holloway. The Manchester Football Club plays at Old Tafford Stadium, nicknamed “the theater of dreams,” and is the second largest stadium in the country. Finally, the Chelsea Football Club is located in Fulham and plays at the Stamford Bridge Stadium.


The recently renovated Wembley Stadium is located in London and is the home of the English National team. It reopened its doors in 2007 and seats 105,000 people. It is the second largest stadium in Europe and also serves as a site for other sporting events such as rugby matches.

Rugby is quickly becoming one of the most popular sports in England, in terms of both fans and participants. London is home to thirteen teams who play in national leagues and there are several other amateur teams that are part of the London and South East Division Rugby Football Union. The England National Rugby Team has the unique opportunity of calling the largest rugby stadium in the world, Twickenham Stadium, home.

The River Thames, running through the middle of London, provides residents with endless opportunities for water sporting activities. Each year the Oxford and Cambridge University rowing teams meet for a regatta on this river. Several boat clubs make their home along the Thames, including the London Rowing Club, established in 1856. One of the most exciting and internationally recognized sporting events that takes place in London each year is the Wimbledon Tennis Championship. It is played at the All England Lawn Tennis and Croquet Club. Other prestigious tennis venue include the Queen’s Club, and the country has produced countless globally recognized tennis stars.

Another popular sport in London is cricket. London is home to two cricket grounds, Lord’s Cricket Ground and the Oval. The Oval is located in Kennington and is home to the Surrey County cricket club; it was the first place in the UK and the second in the world to host “Test Cricket” between teams. Lord’s Cricket Ground is located in St. John’s Wood and is often called the “home of cricket” because it houses the world’s oldest sporting museum.

“People like Wimbledon in the same way they like blue jeans or even their own spouses: for the pleasure yielded by their reliable sameness.” - Peter Bodo, Courts of Babylon


Culture Even though the Beatles’ British invasion happened over fifty years ago, music is still a huge part of the culture in London. From classical to pop genres, London has a place and a space for everything. The Barbican Arts Center is the host of the London Symphony Orchestra, and the two other main concert halls are Cadogan Hall and Royal Albert Hall. London is also home to such large concert venues as O2, which also features an 11-theater cinema. This arena has featured such artists as Elton John, Bon Jovi, and Prince and can also be transformed into a venue for sporting events. With all the historical events and sites in the city of London, it’s no surprise that there are several exceptional museums for patrons to visit. The British Museum, located in Bloomsbury, was first established in 1753 and now houses over seven million artifacts from around the world. Three more museums are located in South Kensington - the Victoria and Albert Museum, the Natural History Museum, and the Science Museum. Beyond music and museums, London also has a great nightlife. The West End is known as the entertainment district, and houses such locations as Leicester Square where many large movie premieres take place. The West End is also home to the theater district, bars, hotels, and Chinatown. The city is site of the first Hard Rock Cafe and the infamous Abbey Road Studios where the Beatles recorded many of their albums. Countless artists have also been inspired by the city, such as Adele, The Clash, The Kinks, and Lily Allen. Iconic London locations like Hyde Park and Victoria Park also hold various music festivals throughout the year, such as Field Day and Wireless.

“London calling to the faraway towns Now that war is declared and battle come down London calling to the underworld Come out of the cupboard, all you boys and girls. “London Calling,” The Clash


A glance at...

Milan

Second largest city in Italy Fashion capital of the world Industrial and financial hub Center of commerce Produced some of the world’s best designers Prefer to conduct business with people they trust


Milan

Fashion

A

sk any fashionista what they think of when they consider fashion around the globe, and they’re sure to say Milan. Milan is considered the fashion capital of the world, and style is much more than an industry here - it’s a way of life. Italians believe in dressing up for any occasion - from grocery shopping to a night out on the town, they look their best. Sky-high heels, bold accessories, neutral colors, and riding boots are common styles, but Italians are conservative in their dress and never show too much skin. The Rue La La team chose Milan as a location for the European invasion because of it’s large and very popular fashion weeks in the fall and spring, and the overall culture fosters an appreciation for fashion. Milan is also the center of commerce and industry for Italy, making it a financial hub. After traveling to Milan and seeing the types of street fashion as well as runway looks that are currently trending, the Rue La La team compiled the following list of designers and retail brands that will appeal to consumers in the city and all over Europe.


Roberto Cavalli Roberto Cavalli, a fashion designer originally from Florence, and is most well known for his jeans. His sand-blasted jeans style is now popular among jean-makers all throughout the industry. His style is known as “flamboyant,” with animal prints, glam embellishments, and patchwork styles prevalent. Cavalli has made womenswear, menswear, and even a children’s and for the home line. He has also launched a nightclub, which fits perfectly with his style of clothes that many girls wear to such clubs.

“There is an artistic bent to what he does, and that’s the difference -- the wonderful craft that’s in his clothes. In a world where too many people were designing the same thing and almost every collection looks alike, Cavalli’s prints are different, seductive.” Joan Kaner, The New York Times

Retail price: $375

Retail price: $150

Brioni Brioni is a fashion house based in Rome that was founded in 1954. Their specialty is handmade suits for men, but they have a womenswear line as well. Brioni remains on the cutting edge of fashion, yet stays true to its traditional Italian roots, which appeals to the overall cultural climate in Italy.

“I didn’t follow fashion, I followed the script. But I know these characters, and I know what he or she would wear and why. I really tried to ask, ‘What would that character really buy?” - Brioni on creating a suit for character James Bond


Valentino Valentino is an Italian fashion designer with multiple lines. He is the creator of casual and formal women’s wear, accessories, shirts, bags, and dresses. Celebrities and average citizens alike desire Valentino’s designs that accentuate the female shape and are always of the highest quality.

“An evening dress that reveals a woman’s ankles when she is walking is the most disgusting thing I have ever seen.” - Valentino

Prada Miuccia Prada took over for her grandfather in the family fashion business in 1978 and launched her first women’s wear line in 1988. A menswear line was launched in 1993. Miuccia is known as one of the most intellectual designers in the industry, and she is admired for her ability to mix colors and fabrics in new and innovative ways. Her handbags and clothing is desired by women everywhere, and she has established herself as a respected and emulated designer across the globe.

Retail price: $1980

Retail price: $795

Christian Louboutin Christian Louboutin is mostly known for his red-soled women’s shoes, a signature look that is known globally. He now has stores in cities all over the world, and the brand is constantly expanding to include mens wear and other lines. Louboutin’s shoes are truly exquisite and of a quality like no other, but the company has struggled with imposters attempting to make imitations of the shoes. True Louboutin fans will be able to detect the difference, however, and will remain loyal to the designer’s quality products.

“The shiny red color of the soles has no function other than to identify to the public that they are mine. I selected the color because it is engaging, flirtatious, memorable and the color of passion.” - Christian Louboutin


Milan

Entertainment

M

ilan is a cultural hub in Italy. From high-speed formula 1 racing to some of the oldest cathedrals and buildings in the world, Milan truly has something for everyone. Rue La La chose Milan as a location for the European invasion because of its status as one of the best culture destinations in Europe. The team hopes to appeal to its growing European member base by offering entertainment packages and deals on various attractions and events in the city and surrounding areas.

Sports As is true in most European countries, football is the most popular sport in Milan. The city is the only one in Europe with two European Cup Champions League teams, A.C. Milan and Internazionale Milano. These two teams are serious rivals, and each year they meet for a game in the Derby della Madonnina. This rivalry is one of the most popular in European sports, and the game between the teams each year is always exciting. The teams both play at San Siro stadium, which is the largest in Italy and holds 80,000 people.

Another popular sport in Milan is European basketball. The city is home to four different teams, and the games are played in Mediolannum Forum. One of the most interesting and exciting sporting attractions in Milan, however, is Formula 1 racing. Just north of Milan in the small town of Monza is the world famous Autodromo Nazionale Monza. The inaugural race took place in 1921, and ever since the Italian Grand Prix has taken place at this track.


The Santa Maria delle Grazie is a church and convent and its name means Holy Mary of Grace. It houses the famous painting by da Vinci The Last Supper. La Scala is one of Italy’s oldest theaters, dating back to 1778. Many of Italy’s most talented singers, dancers, and other performers have headlined here, and it is a popular destination for people everywhere.

Culture Milan is one of the most popular tourist destinations in the world, and has been ranked the 7th best city in all of Europe. With countless museums and historical sites, the city is truly rooted in the past, but still has a lot to offer people of today. The Milan Cathedral is the church of Milan where the archbishop of Milan resides. It is the largest church in the city, the fifth largest in the world, and was built over a span of 6 centuries. The Sfossa Castle is one of the largest in Europe and holds many museums and art galleries.

Both residents and tourists in Milan alike can take advantage of the many nearby attractions that are within a day’s travel. Lake Como is only a short train ride from Milan, and has great restaurants and shopping, as well many famous hiking trails with beautiful views. Venice, Italy is another nearby town that is famous for its waterway roads and beautiful plazas. It also has many mysterious passageways and canals, and is considered one of Italy’s most beautiful cities. In under a three-hour train ride from Milan is Zurich, Switzerland. This city is a perfect destination for an overnight trip, featuring many contemporary art galleries and shopping opportunities, as well as snowy mountains during most seasons of the year.


Marketing Plan The Rue La La European Invasion team traveled to London and Milan with plans of conducting extensive market research and developing a plan of how to best appeal to consumers in both cities. The following survey was conducted among a large sample of people in each city to gauge the overall attitude toward online shopping. The team will be able to use the responses to these questions in deciding how to best target the audiences in each city.

Consumer Analysis Survey 1. What is your gender? ___ Female ___ Male ___ Other (please specify) 2. Have you ever heard of the website RueLaLa.com? ___ Yes ___ No

6. On a scale from 1 to 10, rate how much you agree with the following statement: I am often hesitant to buy clothes online because I am not sure how they will fit. (1= Strongly agree, 5 = Strongly disagree) 1.____

2.____

3.____

4.____ 5.____

7. How important is price in your online shopping decisions? (1= Very important, 5= Not a factor)

3. What is your age? ___ 0-17 ___ 18-22 ___ 23-30 ___ 30-40 ___ 40-55 ___ 55+

1.____

4. What is your annual salary? ___ Below $25,000 ___ $25,000-$40,000 ___ $40,000-$65,000 ___ $65,000-$80,000 ___ $80,000 +

9. Would you be willing to purchase items, services, or entertainment packages online that can be picked up at local stores and locations? Why or why not?

5. How often do you shop online? ___ Once a week or more ___ 2-3 times a month ___ Once a month ___ Every few months ___ Rarely/never

2.____

3.____

4.____ 5.____

8. How much does brand name recognition influence your online shopping decisions? (1=Major factor, 5=Not a factor) 1.____

2.____

3.____

4.____ 5.____


Rue La La firmly believes in the power of social networking as a serious branding and marketing tool. Therefore, the European Invasion team is planning a launch party that will announce the official opening of both the London and Milan headquarters and will bring together designers, investors, partners, and celebrity endorsers in order to get the word out about the expansion. The team went through rigorous discussions in attempting to decide the best location for the party, but eventually agreed that London would be the best selection for several reasons: first, traveling within Europe is much easier than traveling internationally; second, since the event is to launch the “European Invasion,� it makes most sense for the party to take place in Europe; and finally, planning for an event of this caliber will be easier in another English-speaking country like England. Depending on the success of the event, the team will consider the possibility of a similar event at the Milan location. The search for a venue, caterer, entertainment, and other details is still being conducted, but the event date is for the first weekend of February.

Conclusion Rue La La is confident that expanding to Europe is the next best move for the company. The European Invasion team has spent countless hours researching the best designers, attractions, brands, and entertainment venues to partner with in this expansion. Milan and London are hubs of cultural, economic, industrial, and commercial activity in their respective countries, and having headquarters in these two cities will undoubtedly bode well for the company. Rue La La plans to double its members by then end of 2015 due to the European expansion, and will continue to monitor consumer opinion of online shopping and local pick-up opportunities as time goes on. The talented team that is in place to launch this expansion is excited to see the return that will come from this new consumer base. Rue La La hopes to continue its booming success in this exciting, new, diverse market.


Appendix A The Rue La La European invasion team traveled from Atlanta, Georgia to London, England Thursday to Sunday to conduct market research and meet with potential partners. Once there, the team set up a conference with partners and other executives who provided local expertise on the culture and fashion trends. The team then traveled to Milan, Italy to continue our research and conduct more meetings with Italian colleagues.

To London... 3 one-way place tickets $2400 3 rooms in Mercure London Paddington Hotel, 3 nights $1692 total

To Milan... 3 one-way tickets from London to Milan $450 3 rooms at Michelangelo Hotel, 3 nights $1089

Food Expenses 4 days $75 a day $900 total

Food Expenses 4 days $75 a day $900 total

Miscellaneous expenses (Taxis, etc) $300

Miscellaneous expenses (Taxis, etc) $300

Hotel Conference room rental: $1200 Catering: $600

Hotel Conference room rental: $1200 Catering: $600

Total: $12,231


Appendix B While in Milan, the Rue La La team enlisted the help of a translator. The team has compiled a list of potential Italian vocabulary terms and phrases that may be necessary to use in business dealings with Italian clients.

Italian Phrases Ciao! Buongiorno! Buona sera! Benvenuto! Come stai?/ Come state? Bene, grazie! e tu? e lei? Bene/ così e così. Grazie! Prego! Arrivederci! A dopo Mi sono perso Potresti aiutarmi? Dove posso trovare Un momento prego! Quanto costa questo? Scusami!/ Mi scusi!

Hello Good morning Good evening Welcome How are you? I’m fine, thanks And you? Good/so-so Thank you You’re welcome Goodbye See you later I’m lost Can you help me? Where is the bathroom? One moment please! How much is this? Excuse me

Italian Vocabulary alla/di moda la borsetta la calzatura la camicetta la camicia il colore il completo la giacca i gioielli la gonna i vestiti la scarpa i pantaloni lo stivale

fashionable handbag, purse footwear blouse shirt color suit jacket jewels skirt clothes shoe pants, trousers boot


Bibliography http://traveltips.usatoday.com/fashion-travel-tips-italy-3403.html http://www.parkandcube.com/ http://streetstylelondon.blogspot.com/ http://stylescout.blogspot.com/ http://uk.cision.com/Resources/Social-Media-Index/Top-UK-Social-Media/Top-10-UK-Fashion-Blogs/?utm_ source=twitterfeed&utm_medium=twitter http://nymag.com/fashion/fashionshows/designers/bios/miu-miu/ http://nymag.com/fashion/fashionshows/designers/bios/valentino http://nymag.com/fashion/fashionshows/designers/bios/prada http://nymag.com/fashion/fashionshows/designers/bios/hermes http://www.destination360.com/europe/uk/uk-day-trip http://www.visitlondon.com/ http://www.timeout.com/milan/


Rue La La European Expansion