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Клубника

By Maria Estegneeva


Lifestyle


Inspiration


Collection


Product Evening dress

Cocktail dress

Night dress

Black tie


Product Accessories

Bags

Shoes

jewelry


Theme What is Clubnika? 1) “Nika” (from Greek means “Victory”) Winner of a night….. 2) “Klubnika” (from Russian means “Strawberry”) Seduction, glamour, sweet…


Concept

Sexy clothes in which woman is sure that this night is for hanging up. This is time for modern woman to enjoy the power of femininity.


Mission To help women to buy the complete outfit for evening or night in one place with a wide range of products.


Vision To create a successful brand, which is associated with true feminine beauty, sexuality, glamour and also with philosophy of night life of independent women.


Segmentation groups Demographic profiles 1 Elena

2 Margarita

3 Veronika

Age

25-38

28-42

18-28

Location

Industrial/business city

Tourist/industrial town

Big city (a lot of universities)

Income per month

1000

1500 (for family)

2500 (for family)

Hobby

Gymnasium, clubbing

Shopping

Everything that is in fashion

Where do shopping

Trips to bigger cities such as Krasnodar, Moscow, abroad, During business trips

The same location she lives

The same locations she lives or make shop trips to the bigger cities

Lifestyle

Working, independent

Married

Student, lives with parents

Brands

Mexx, Diesel, MaxMara, Sisley

Turkish unknown brands, Oggi, Mango

Oasis, Zara, Missixty, Topshop


1 Elena independent

Segmentation groups Styles to each groups 2 Margarita classical

3 Veronika young


SWOT analysis Strengths • The open niche. • Target group is growing. • Places to promote • Medium price Weaknesses • No recognition of a brand • Middle price

Opportunities • Expansion to other big cities • To widen the range of goods (urban style) • Collection for men (suits) Threats • The tendency to buy cheaper clothes (because of the crisis) • To be lost in a big shopping mall among other brands


Competitor` s benchmark


Competitor` s benchmark Brand philosophy/value/style Brands

Target Group

Brand Style

Oasis

in the late 20` s women

Feminine clothes with a flattering fit and an emphasis on color, print and special embellishment.

Mexx

0 and 40 years old Men Women kids Babies teens

Fashionable, wearable, colorful and are synonymous with quality, value and unique design.

Guess

0-40 years Women Men Kids babies

Through their ingenious designs, the Marcianos changed the perception of denim forever by creating a line that was sensuous, innovative and timeless.

Clubnika

20-40 years women

The bright design of evening clothes emphasizing women` s sexuality.


Competitors` benchmark Price Average price in euro / brands

Oasis

Mexx

Guess

Clubnika

Clothes (dresses/high fashion items)

100

80

160

120

Shoes

80

60

100

80

Bags

50

45

90

60

Jewelry

40

30

50

50


Distribution Location: Russia; South of Russia; the Krasnodar region. 1,000 miles souther from Moscow. Economy: Because it is considered as a southern gateway to the world, (i.e.) ice-free ports investment climates have attracted many international companies to the region. Size: as the Irish Republic. Population: 5 million people. It is the fourth largest region in Russia, after Moscow city, Moscow Oblast and St. Petersburg. Main Cities: Krasnodar, Sochi and Novorossiysk.


Distribution

Shopping mall “Gallery Krasnodar� among his competitors but at the same time well-known brands such as Bershka, Oysho, Oasis, Topshop, Zara, Massimo Dutti, Mexx, Stradivarius, Guess.


Promotion 1) Advertising in local magazines such as Art of Consuming, Miniguides: - In Art of Consuming: interview - Miniguide: monthly advertising 2)To use light-boards in the shopping mall and the streets leading to the it 3) FotoBlog “Your best night in Clubnika` s dress� 4) To collaborate with clubs: -To make fashion shows in clubs -To rent out some garment for stuff in order to be on flyers -To help in organization special events for certain clubs


Promotion

Клубника  

brand Clubnika evening clothes

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