FASM310 SP17 Private Label Product Development - Part I

G.O.D. HONG KONG IN COLLABORATION WITH

PRODUCT DEVELOPMENT PLAN PA R T I

G.O.D. HONG KONG GOODS OF DESIRE

PRESENTED AND PRODUCED BY NICOLE CHEONG CHLOE, YUJUNG CHUNG

CHI HANG WONG

DIRECTED AND EDITED BY CHI HANG WONG SPECIAL THANKS TO G.O.D. STAFFS – JULIA, SARAH, ADWARD AND SIMON

contents

p. 03

about industry

p. 04

about G.O.D. Hong Kong

p. 17

its competitors

p. 19

its customers

p. 28

survey findings

p. 32

reference

about industry /

Good performance in Hong Kong

Competition in quality and design

-

-

-

03

Low unemployment rate Rebound of the economy in the 2nd quarter of 2016 Emergence of new brands led to healthier competitive landscape

Best performance in Athletic & Sports-inspired apparel

Rise in living standards Consumers are more educated on fashion and styles

Release of new products -

-

Rise in the fitness-conscious consumer Popular with millennial Example: G.O.D.: Moda Boon collection

-

Focus in uniquely-designed and better quality product range Example: G.O.D.: DY4GOD collection

Source: Apparel and Footwear in Hong Kong, China (Rep.). (2017, March). Retrieved April 13, 2017, from Euromonitor International website: file:///C:/Users/FW%20TS%20Win%207/Downloads/Apparel_and_Footwear_in_Hong_Kong_China.pdf

a b o u t G.O.D. Hong Kong / history

-

Founded in 1996

-

CEO: Douglas Young

-

COO: Benjamin Lau

-

1st store in Ap Lei Chau (closed in 2014)

-

Total 6 stores in Hong Kong

04

PMQ, Central Hollywood Road, Central

Yi Chun Street, Sai Kung Sharp Street East, Causeway Bay

Lab Concept, Admiralty Stanley Plaza, Stanley

a b o u t G.O.D. Hong Kong / mission

05

Independent local Hong Kong brand, with the purpose to build community pride and identity.

a b o u t G.O.D. Hong Kong / vision

06

Be a local brand that looks towards the future, and is proud to present its cultural roots.

a b o u t G.O.D. Hong Kong / inspirations

07

-

G.O.D. = “To Live Better”

-

“Quintessentially Hong Kong” (G.O.D., 2017)

-

“G.O.D. is a philosophy of how traditions can be evolved for future generations.”

(Kadison, 2016)

-

Inspirations

Local streets of Hong Kong Populated urban centers Rural environments Hong Kong’s vibrant culture Local humour

a b o u t G.O.D. Hong Kong / product offering

08

Womenswear

Menswear

Accessories

Home Accessories

-

-

-

-

Tops Bottoms Dresses Outerwear Innerwear

Tops Bottoms Outerwear Underwear

Bags Wallets Organizers Jewelry Scarves Phone / Tech Umbrellas Footwear

Bathroom Kitchen Tableware Furniture Electrical Stationery Tea

09

MENSWEAR & WOMENWEAR

T-SHIRTS & ACCESSORIES

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)

HOME ACESSORIES

10

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)

11

EMBROIDERED PATCHES

TABLEWARE (MUGS & MUG LIDS)

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)

GIFTS & BACKPACKS

12

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)

a b o u t G.O.D. Hong Kong / fashion apparel

Key characteristics

13

-

Mandarin collar Chinese buttons Qipao Contrast sleeves Kimono Seamless / few seams Loose silhouettes Oversize Comfortable Breathable fabrics

14

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong – at G.O.D. Hong Kong stores in PMQ (Central), Hollywood Road (Central) and Bowrington (Causeway Bay)

a b o u t G.O.D. Hong Kong / G.O.D. p r o j e c t s

‘DELAY NO MORE’

‘PROUDLY HONG KONG’

‘YAUMATI’

‘NATHAN ROAD’

‘NEWSPAPER’

‘DOUBLE HAPPINESS’

‘CHINESE ZODIAC’

15

‘LETTER BOX’

Source: G.O.D. Hong Kong Goods of Desire – Collections. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/collections

a b o u t G.O.D. Hong Kong / G.O.D. c o l l a b o r a t i v e p r o j e c t s

MODO BOON 2015

TANGRAM 2015

SINO ART 2013

MAHJONG 2013

GRATE ART 2016

TAI CHEONG BAKERY 2016

RUGBY 7’S 2017

16

CLASSIC CAR FESTIVAL 2015

Source: G.O.D. Hong Kong Goods of Desire - Projects. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/blogs/projects

its competitors / background

IKEA

MUJI

MINISOO

Founded in 1943 Älmhult, Sweden CEO Peter Agnefjäll 3 stores in Hong Kong

Founded in 1980 Toshima, Tokyo, Japan CEO Seiji Tsutsumi 12 stores in Hong Kong

Founded in 2003 Guangzhou, China CEO Ye Guo Fu & Junya Miyake 20 stores in Hong Kong

17

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong

its competitors / swot analysis

Strengths

• Vertically integrated (full control) • Unique branding image • High brand recognition locally

• • • •

Furniture leader No cap on innovations Sustainable goals Aggressive marketing

• • •

Unique experience “Made In Japan” quality Strong identity

• Number of high-quality suppliers offering low-price products • User-centered design

Weaknesses

• Limited quantity and design • Over-reliance on internationally minded locals and tourists/expats markets only

•

Disloyalty from price sensitivity Quality compromise Location distance Negative press

• • •

Low awareness Innovation drain Pricing

• Misunderstanding for copying MUJI / UNIQLO image • Weak customer loyalty

• Product line expansion • Increase retail expansion in Hong Kong and internationally

•

Pushing for online sales and opening new stores Expansion into developing economies Sustainability issue

• •

Global expansion Innovation could branch off as new sustainable products

• Access to emerging markets • Develop e-retail • International marketing help for business expansion

“One size doesn’t fit all” Slowdown in the consumption Difficulties to enter new markets

• • •

Price inconsistency Competitors “No Brand” policy has no meaning in emerging markets

• Changing consumer preferences • Unprecedented challenges

18

Opportunities

• • •

• •

Threats

• Fierce competition • Rising costs of raw materials

• • •

its customers / G.O.D. Hong Kong

According to G.O.D. PR Manager, Julia Im-Lyons’ feedback

*Hong Kong citizens

*Non Hong Kong nationalities

-

70% female and 30% males

-

Have been to Hong Kong or G.O.D. store before

-

Individual shoppers and group shoppers’ age are approx. 22 – 25 years old

-

Internationally minded

-

Interested in Asian culture

International schools or abroad education experience

-

Like to travel and collect souvenirs

-

Appreciate Hong Kong heritage and culture

-

Less than 3 years of living duration in Hong Kong or more than 10 years (Non – Hong Kong citizenship)

-

Interested in home decorating and gifting

19

-

G.O.D. Hong Kong / feedback from staffs and customers

According to G.O.D. staffs’ feedback – Sarah, Adward and Simon

-

PMQ store has more Asian and female customers compared to Hollywood Road store

-

Hollywood Road store has tourists from various nationalities XS – M are popular sizes plain colors are preferred 30% of sales are from MODA line

-

Causeway Bay store has 50% male and 50% female M – L are popular sizes customers in their 22 – 40

-

Stanley and Sai Kung stores 70% foreigners and 30% locals

20

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong

G.O.D. Hong Kong / feedback from staffs and customers

According to G.O.D. staffs’ feedback – Sarah, Adward and Simon

-

Looking for Chinese elements (either the details or fabric choice)

-

Qipao as a daily item

-

Like to have mix & match style

-

Prefer comfortable and light material

-

Locals who are looking for a gift or buying for group or team

21

Photos taken by Nicole Cheong, Chloe Chung and Chi Hang Wong

a b o u t Hong Kong / Proportion of Population Aged 5 and Over by Ab l e t o S p e a k S e l e c t e d L a n g u a g e s / D i a l e c t s a n d Ye a r Proportion of Population Aged 5 and Over Percentage As the Usual Language Year

2006

2011

As Another Language/ Dialect

2016

2006

2011

Total

2016

2006

2011

2016

Language / Dialect Cantonese

90.8

89.5

88.9

5.7

6.3

5.7

96.5

95.8

94.6

English

2.8

3.5

4.3

41.9

42.6

48.9

44.7

46.1

53.2

Putonghua

0.9

1.4

1.9

39.2

46.5

46.7

40.2

47.8

48.6

Hakka

1.1

0.9

0.6

3.6

3.8

3.5

4.7

4.7

4.2

Fukien

1.2

1.1

1.0

2.1

2.3

2.6

3.4

3.5

3.6

Chiu Chau

0.8

0.7

0.5

3.2

3.1

2.9

3.9

3.8

3.4

Bahasa Indonesian

0.1

0.3

0.3

1.5

2.2

2.4

1.7

2.4

2.7

Tagalog

0.1

0.2

0.4

1.3

1.4

2.3

1.4

1.7

2.7

Japanese

0.2

0.2

0.1

1.1

1.4

1.7

1.2

1.5

1.8

Shanghainese

0.3

0.3

0.2

0.9

0.9

0.9

1.2

1.1

1.1

22

Source: 2016 Population By-census Office (2017, February 27). Proportion of population aged 5 and over by able to speak selected languages / dialects and year. (Rep.).

Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html

a b o u t Hong Kong / P o p u l a t i o n b y Ye a r, D u r a t i o n o f R e s i d e n c e in Hong Kong and Place of Birth Place of Birth

Hong Kong

The mainland of China/ Macao / Taiwan

Elsewhere

Total

Population

Population

Population

Population

Number of Persons

Percentage

Number of Persons

Percentage

Number of Persons

Percentage

Number of Persons

Percentage

Duration of Residence in Hong Kong (Year 2016) 60 012

0.8

36 990

0.5

86 403

1.2

183 405

2.5

1 – 3 years

169 566

2.3

97 156

1.3

129 440

1.8

396 162

5.4

4 – 6 years

175 977

2.4

116 215

1.6

96 970

1.3

389 162

5.3

7 – 9 years

154 015

2.1

140 290

1.9

63 736

0.9

358 041

4.9

10 years and over

3 891 923

53.0

1 881 642

25.6

236 250

3.2

6 009 815

81.9

Total

4 451 493

60.7

2 272 293

31.0

612 799

8.4

7 336 585

100.0

< 1 year

23

Source: 2016 Population By-census Office (2017, February 27). Population by year, duration of residence in Hong Kong and place of birth. (Rep.).

Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html

supporting evidence / online survey results â&#x20AC;&#x201C; question 5

24

Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/

a b o u t Hong Kong / Population Aged 15 and Over (Excluding Foreign Domestic Helpers) b y S e x , M a r t i a l S t a t u s a n d Ye a r Year

2016 Population Aged 15 and Over Number of Persons

Sex

Female

Number of Persons

Percentage

953 761

32.4

953 058

32.4

1 818 215

61.7

1 815 134

61.7

Widowed

65 712

2.2

65 679

2.2

Divorced

96 891

3.3

96 836

3.3

Separated

12 494

0.4

12 480

0.4

Total

2 947 073

100

2 943 187

100

Never married

1 003 523

28.2

908 612

28

Married

1 979 206

55.6

1 791 917

55.3

Widowed

351 354

9.9

342 996

10.6

Divorced

204 594

5.7

180 245

5.6

20 380

0.6

17 378

0.5

3 559 057

100

3 241 148

100

Married

25

Percentage

Marital Status Never married

Male

Population Aged 15 and Over (Excluding Foreign Domestic Helpers)

Separated Total

Source: 2016 Population By-census Office (2017, February 27). Population aged 15 and over (Excluding foreign domestic helpers) by sex, martial status and year. (Rep.).

Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html

supporting evidence / online survey results â&#x20AC;&#x201C; question 8

26

Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/

a b o u t Hong Kong / Proportion of Never Married Population Aged 15 and Over Proportion of Never Married Population Aged 15 and Over (Excluding Foreign Domestic Helpers) 2006 Sex

Male

27

Female

2011

2016

Age 15 – 19

99.7

99.8

99.6

20 – 24

97.2

97.0

97.4

25 – 29

81.4

82.6

83.2

30 – 34

49.6

50.0

49.4

35 – 39

29.2

28.8

28.7

40 – 44

18.2

20.9

20.4

45 – 49

9.9

14.2

16.0

59+

5.5

5.8

7.7

15 – 19

99.6

99.7

99.5

20 – 24

93.4

95.2

95.3

25 – 29

68.7

71.4

74.0

30 – 34

34.3

38.4

37.4

35 – 39

21.2

22.3

22.3

40 – 44

15.6

16.5

16.6

45 – 49

11.3

13.6

15.2

4.7

5.6

7.6

59+

Source: 2016 Population By-census Office (2017, February 27). Proportion of never married population aged 15 and over. (Rep.).

Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html

G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 6

28

Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/

G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 7

29

Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/

G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 9

30

Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/

G.O.D. Hong Kong / online survey findings â&#x20AC;&#x201C; question 10

31

Source: Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB/

citations / r e p o r t , s u r v e y, w e b s i t e r e f e r e n c e Apparel and Footwear in Hong Kong, China (Rep.). (2017, March). Retrieved April 13, 2017, from Euromonitor International website: file:///C:/Users/FW%20TS%20Win%207/Downloads/Apparel_and_Footwear_in_Hong_Kong_China.pdf

G.O.D. Hong Kong Goods of Desire â&#x20AC;&#x201C; About Us (n.d.). Retrieved April 13, 2017, from https://god.com.hk/pages/about-us G.O.D Hong Kong Goods of Desire â&#x20AC;&#x201C; Collections. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/collections/double-happiness-collection G.O.D. Hong Kong Goods of Desire - Projects. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/blogs/projects Wong, C. H., Chung, Y. J., & Cheong, N. (2017, April 13). A study of lifestyle customer profile. (Rep.).

Retrieved https://www.surveymonkey.com/results/SM-BPTSMTQB

32

citations / image reference Grate Art 2016. [Digital image]. (n.d.). Retrieved April 15, 2017, from https://god.com.hk/blogs/projects/grate-art-2016 G.O.D. Hong Kong Goods of Desire – Collections. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/collections/double-happiness-collection G.O.D. Hong Kong Goods of Desire - Projects. (n.d.). Retrieved April 13, 2017, from https://god.com.hk/blogs/projects G.O.D. x Hong Kong Classic Car and Vintage Festival 2014 – ‘Mahjong’. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/17986545-tangram-for-goods-of-desire G.O.D. x Hong Kong Classic Car Festival 2015. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/79243457-g-o-d-x-hongkong-classic-car-festival-2015 G.O.D. x Tai Cheong Bakery. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/g-o-d-x-tai-cheong-bakery-1 33

Modo Boon by G.O.D.. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/17324461-modo-boon-by-g-o-d Owen, P., Girard, G., & Lambot, I. (2012, May 5). Inside the Kowloon Walled City [Digital image]. Retrieved April 15, 2017, from http://www.dailymail.co.uk/news/article-2139914/A-rare-insight-Kowloon-Walled-City.html Rubgby 7’s 2017 – G.O.D. for Mission Possible. [Digital image]. (n.d.). Retrieved April 15, 2017, from https://god.com.hk/blogs/projects/rugby-7s-2017-g-o-dfor-mission-possible Tangram For Goods of Desire. [Digital image]. (n.d.). Retrieved April 15, 2017, https://god.com.hk/blogs/projects/17986545-tangram-for-goods-of-desire

citations / figure reference 2016 Population By-census Office (2017, February 27). Proportion of population aged 5 and over by able to speak selected languages / dialects and year.

(Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html

2016 Population By-census Office (2017, February 27). Population by year, duration of residence in Hong Kong and place of birth. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html 2016 Population By-census Office (2017, February 27). Population aged 15 and over (Excluding foreign domestic helpers) by sex, martial status and year.

(Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html 2016 Population By-census Office (2017, February 27). Proportion of never married population aged 15 and over. (Rep.). Retrieved http://www.bycensus2016.gov.hk/en/bc-mt.html

34

THANK YOU FOR LISTENING.

PRESENTED AND PRODUCED BY NICOLE CHEONG

CHLOE, YUJUNG CHUNG

CHI HANG WONG

DIRECTED AND EDITED BY CHI HANG WONG

SPECIAL THANKS TO G.O.D. STAFFS â&#x20AC;&#x201C; JULIA, SARAH, ADWARD AND SIMON

DESIGN AND LAYOUT RECREATION OF MAPPING RESIDENCIES, ISSUE 02