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BRAND OVERVIEW For Franchise Partners


BALTIKA GROUP • • • • •

• •

Fashion retailer Five retail concepts: Monton, Mosaic, Ivo Nikkolo, Baltman and Bastion Five retail markets: Estonia, Latvia, Lithuania, Russia, Ukraine 2013: 113 stores, including 97 brand concept stores and 19 multibrand stores Vertically integrated business model (Group controls all stages of the fashion process: design, manufacturing, supply chain management, distribution/logistics and retail sales) Over 1200 employees www.baltikagroup.com


MOSAIC BRAND • •

• •

Mosaic was launched in 2006 New brand visual identity and store concept in 2011 in cooperation with international agency Dan Pearlman Mosaic collection is sold in 132 stores: • 34 concept stores • 19 Baltika Group multibrand stores • 79 stores through wholesale partners Main wholesale partners are Peek & Cloppenburg, Stockmann and Tallinna Kaubamaja 2011 retail sales: 15.5 mln EUR Central logistics centre is located in Tallinn, Estonia


MARKETS PORTFOLIO IN BEGINNING OF 2013

Retail and wholesale regions by stores Region Baltic states Russia & CIS Western & Eastern Europe Grand Total

Retail Wholesale stores stores 23 24 11 27

34

26 77

Grand Total 47 38 26 111


BRAND POSITIONING


BRAND VALUES & STATEMENT Values • Welcoming • Comfortable Elegant • Joyful • Confident • Reliable • Relaxed Urban Statement • Mosaic is an international brand for women and men, who are practical and family-centered and have a need for uncomplicated and reliable fashion for work and for leisure in the city and outdoors


TARGET CUSTOMER Customer profile • Women and men • Mindset 35+ • Has an average income • Work as specialists, middle level managers or civil cervants • Family-oriented • Values traditions and is socially active • Practical and needs based buying behaviour • Wants to look elegant and stylish, prefers clothes that make him/her look younger


FINANCING Shop

100 м2

Investment on equipment

0 - 25,000 (250/м2) EUR

First intake EXW

20,000 EUR

Replenishment of 6 months

67,000 EUR

Marketing fee

10,000 EUR

Total

97,000 - 122,000 EUR


COLLECTION


COLLECTION KEYWORDS • Practical • long-lasting and easy to combine styles

• Fashionable & Elegant • understandable trend lines and details for Mosaic target customer

• Quality • based on the product longevity as well as value


PURCHASE PLANNING & QUALITY MANAGEMENT Brand will prepare a product collection for each store based on the following criteria: • Shop size and agreed sales potential • Agreed departmental and category sales mix • Profile of the store (formal / casual and fashion stance) • Seasonality of the location • If needed, replenishment stock service can also be offered (subject to availability) • The allocation will be sufficient to cover the agreed sales potential at an agreed level of sell through and discount


SEASONAL MARKETING MATERIALS


OVERVIEW • For every season we produce following materials that are used in different marketing and PR materials: • Image photos • Autumn/winter & spring/summer

• Catwalk photos • Product photos • Stylebook • Helps shop personnel to make layout and window sets

• • • • •

Web page Social media Video clip of image photos photoshooting Clip with seasonal image photos PR materials: • Pressroom in English enables to download all image, catwalk and product photos and contains also illustrated trend texts • Press releases and press event support


IMAGE PHOTOS


CATWALK AND PRODUCT PHOTOS

*These are just some examples!


MOSAIC-FASHION.COM

• •

Updated 4 times per year, twice in season In 6 different languages – EE, LV, LT, UA, RU and EN


LOYAL CUSTOMER E-MAIL


SALE E-MAIL


FACEBOOK.COM/MOSAICFASHION • MOSAIC is active in Facebook • Spring/summer fashion show was shown in live to Facebook fans on MOSAIC fanpage • The channel enables to give quick information about new arrivals and bring clients more closer to the brand


INSTORE COMMUNICATION • Brand uses instore communications to communicate collection mix&match possibilities and good prices/special offers • Mosaic SALE communication is red


SALE MATERIALS


SHOP DESIGN


SUMMARY & CONTACT


BRAND STRENGTHS & BENEFITS • Design-led collections • Strong formal wear collection and easy to wear and combinable smart casual collection • Attractive entry prices • Wide size range and good fitting • Strong quality control • Contemporary shop design concept • Long-term experience in working on international markets • Continuous brand development


HEAD OFFICE AS Baltika Veerenni 24 EE-10135 Tallinn, Estonia Tel +372 630 2731 Fax +372 630 2814 franchise@baltikagroup.com www.baltikagroup.com

Mosaic Spring / Summer 2013  

Mosaic Franchise Presentation Spring / Summer 2013

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