Melanie and Dean Flintoft founded Australian Fashion La bels in 2007’an ambitious time, admits the global finan cial crisis. Their commitment and passion speaks volumes, and continues to inspire the culture of our business today.
As creative Director (Melanie)and Chairman (Dean), they continue to play an integral role in leading our business and fostering a collabora tive team environment. Together, their unwavering foresight, drive and commitment to their passion has seen our business grow to the global powerhouse of brands and vertical retail that exists today.
We are agile and adaptive to the climate of the retail indus try around us, whilst maintaining our focus on innovative design and continually striving to keep ahead of competitors
Australian Fashion Label Global Retail Stores
Asia:37 Europe:130 North America:33 Australia:234
C/MEO Collective has a vision to supply ex perimental designs to dictate future taste. Since establishment in 2010, C/MEO has en deavored to build its own signature aesthet ic through inspired use of directional prints, premium fabrics and strong silhouettes.
Apart, each piece created is wearable innovation; together, a formidable collection of sartorial strength, always championing beauty and form through directional design.
C/MEO’s consistent innovation and boundary pushing, cements their position as an author ity in the Australian and global fashion scene.
North
A C/MEO woman interprets the garments in her own way, which is an empowering motive for the design team to consistently strive for new heights.
In the first two years of its presence in China, it relied heavily on Tudoo showroom, and in 19 years it started to intentionally cut its share of Tudoo, but turnover declined because Tmall was not online and there were no new sales channels.
As can be seen from the figures, AFL’s turnover has been declining year on year, partly due to the over all decline in sales as a result of the epidemic, and partly due to the reduction in the share of Tudoo and the opening of Tmall, the largest e-com merce platform in China, but Tmall has not performed as well as expect ed and has not held up the turnover in China after the reduction of tudoo.
As the end of 2020，the AFL warehouse needed to clear its stock, a portion of season4’s turnover was entrusted to Tudoo to sell its stock at a discount, so Tudoo’s season4 order volume spiked and was the highest of the year.
Season2 sells summer clothing at a signifi cantly lower price than season1‘s spring clothing, increasing the number of people who can afford to buy. The data shows that AFL has always had higher turnover for summer clothing than the other three seasons, so it is no surprise that sea son2 had higher turnover than season1.
Note: LC only sells C/MEO; Tu doo only sells C/MEO, FK, TFL, Tmall sells CMEO, KEEPSAKE, FK, TFL.
288,150
287,350
271,700
221,050
220,400
214,550
3.599,600
3.499,15085 1.235,700
The largest sample size of the year, season2, was taken for analysis, reaching 1795 pieces. In terms of colour options, the top three are the most ba sic and regular colours, and there is a break with other colour options, which means that consumers do not make mistakes in their first choice.
Blue
Cherry
Yellow
4.6％
Spot 3.1％
Red 3.1％
2.5％
Shell 2.5％
A call back was made on 26 items with a total of 426 returns.
1. 99.9% of the AFL products are made in China with high quality and QA costs to guar antee the logistics and quality control issues.
2. The AFL’s design team is a young team which keep up with fashion trends and fashion forecasts.
3. There are 4 brands under AFL, each with a different positioning for the main consumers, with a large choice of consumers and high viscosity between fashion brands.
1. The rise of the Chinese brands to seize market share. The AFL’ visibility has not important enough, there is no advantage compared to the visibility of competing brands, publicity platform is mainly for the little red book, the customer is too limited.
2. The only e-commerce platform, Tmall, charges 12 CNY for delivery, which does not meet ev eryone’s requirements for free delivery.
3. There are only 25 offline shops, and most consum ers are unable to try them on in person when shopping.
1. China’s economy is growing fast and consumer demand for middle market brands is increasing.
2. The title of “Australian designer brand” is new to Chinese consumers, and no Australian designer brand has ever won people’s favor before, which is a great opportunity for the AFL.
3. With the awakening of feminism in recent years, AFL‘s brand philosophy of healthy beauty and not just promoting white, thin and young is in line with the feminist consciousness of young people.
1. The map of China on the AFL website does not show Taiwan, which is insensitive to political issues and is a potential problem for future development.
2. The low-cut, long skirt is too long, short skirt is too short and other problems often found in the design are due to the designer only considering the Australian and Western figure, but not the Chinese figure and conservatism, resulting in a high return rate to the Tmall shop, which is a big challenge for shipping costs and warehouse stockpiling.
Sources: 2017 Chinses Main land Target Customers from AFL data analysis
C/MEO Collective has a vision to supply experimental designs to dictate future taste. Since establishment in 2010, C/MEO has en deavored to build its own signature aesthet ic through inspired use of directional prints, premium fabrics and strong silhouettes.
Apart, each piece created is wearable inno vation; together, a formidable collection of sartorial strength, always championing beauty and form through directional design.
C/MEO’s consistent innovation and boundary pushing, cements their position as an authority in the Australian and global fashion scene. A C/ MEO woman interprets the garments in her own way, which is an empowering motive for the de sign team to consistently strive for new heights.
Demographical
Gender：Female
Age: Young/80s-90s
Marital status: Single:35.87％/ Married:64.13％
Life stage: having kids:51.56％/no kids:48.44％
Education: University/graduate Income: medium:55.64％/high:29.41％
Psychological Lifestyle: Yuppie/Hedonism
Purchasing motive and behavior: brand choice/dealer choice
Interests and hobbies: Fitness/travel/make up
Shopping mode: Online
Geographical
City: Shanghai/Beijing/Jiangsu
Climate: Temperate /tropical Residential environment: Urban
Products
Women, Bags, Shoes, Accessory Places
Beijing, Shanghai, Shen zhen, Hongkong, Tmall Online
Promotion Event, Sales Account, Spokesman
Price
500CNY - 10000CNY
Women, Men, Bags, Shoes, Accessory Places
Beijing, Shanghai ,Shen zhen, Hongkong, Tmall Online
Promotion Events, Fashion show, Spokeswoman
Price
500CNY - 12000CNY
Women, Men, Children, Bags, Shoes, ACC Places
Beijing, Shanghai, Shen zhen, Hongkong, Tmall Online
Promotion Events, Spokeswomen, POP-UP Store
Price
300CNY - 9500CNY
C/MEO COLLECTIVE MARKETING STRATEGIES | MARKETING MIX - 4P C/MEO stores in china. There are 25 stores in China.
City Shanghai
Lancrawford Shanghai
Beijing Hangzhou
Chengdu Guangzhou Hong Kong
Nanjing
Online Offline
Lanecrawford Official Website
Tudoo Official Website
PORTFOLIO | YUCHUN LIU 9 Looknow Lanecrawford Xiyou Icon
4P: Tmall
Advertising Campaigns And Divided Into Online And Offline Cam paigns
C/MEO Collective will rede sign the venue space with branded elements including pieces from newest collection, to display them beyond the runway and into an innovative space. Top fashion in fluencers, stylists and media will come to the styling studio to pick their outfits and cre ate content on social media.
Integrate C/MEO and brand partners’ design inspirations (fashion/interior design/wom en empowerment/art) into workshops to strengthen the brand DNA for the influencer community .
AFL often carries out sales promotion and sample sale for clearance.
Tmall SMS - Recruitment SMS was sent to 1,181 existing customers from Tmall, which contributed 20 orders.
Event Direct Sales - 130 people attended the open to public day, 7 orders were put during the event, return rate was 32%, which is much lower than the regular order bought via Tmall.
Little Red Book WeChat Public Account Weibo Baidu Tmall
concentrated in the range of 700-1300, the consumer crowd is too concentrated, lack of low-cost people and
C/MEO clothing, whether
people. SANDRO’s
is
in
with prices ranging from 300-10000+, and prices varying widely from item to item, making it possible to choose from a wider range
The price of C/MEO’s dress is lower than the two competing brands because of the cheaper choice of polyester in the fabric ($40 a metre), while SANDRO’s mulberry silk fabric ($105 a metre) and MAJE’s cashmere fabric ($240 a metre) are much more expensive, and mulberry silk and cash mere are also warmer than polyester, so they can also be worn in winter, while polyester is only suitable for warmer spring and autumn because it is light and not as practical as the other two brands.
The average height of an Australian woman is 168.1cm, while the average height of a Chinese woman is only 155.8cm, so using Australian sizing is on the larger side for Chinese women. If the sizing could be changed to a size more suitable for the Chinese, this would greatly solve the problem of returns.
Height: 175
BWH: 92/75/95
Outline Length: 108
Height: 175CM
Weight: 59KG
BHW: 84/72/98
Dress Length: 97.5
Before cutting the skirt length short: ankle-length, not easy to walk around.
After cutting the skirt 10cm shorter: 10-15cm above the knee, the length is suitable for Asian women.
Before the trouser length is cut short: the stitching is too high and the trou ser length is above the ankle, making it difficult to move around.
After a 10cm cut: normal line, about 3-4cm above the ankle, suitable for walking.
With 99.9% of garments manufactured in China, large volume alterations do not need to be shipped by sea, saving time and money; 90% of interna tional wholesale shipments are stocked in warehouses in China, which also makes it easy to al ter and ship to all parts of the country and the world.
- In-house quality control and design technicians located on-site at the main Chinese supplier.
- Ethical Sourcing - Factory Audits.
The winter season in Australia is June to August and the summer season is December to February, which is the opposite of the seasonal distribution in China, so the release of season has been adjust ed after entering the Chinese market.
Most of Australia is in the heat, with an average temperature of 19-20 degrees throughout the year, and even in winter the average temperature is 14 degrees. The lack of winter styles also resulted in season4 Tmall having the lowest turnover of the year at 668678.33 CNY. Season4 had 142 garments, of which only 61 were winter garments, most of which were still short sleeves and shorts. Competitor Maje’s season4 had 100 pieces of clothing belonging to winter out of 166 new items, and Maje’s monthly sales were 3,500+ pieces higher than C/MEO. Adding winter clothes will in crease Tmall shop sales.
C/MEO does not have its own shops in Chi na. In Shanghai, for example, the busiest area in East China, competing brands have a significant number of offline shops, but C/MEO’s direct offline shops are blank, which is a major loss in terms of market share and promotion.
ment：https://www.dian ping.com/citylist?fullscreen pop=true&seo=false
1. There is a lack of staff to run and manage the directly managed shops. In the China office, there are only 12 regular employees, and only 1 person in the retail order department, who is also in charge of the South East Asia order. The Tmall department has 5 people in charge of 2 Tmall shops and no one familiar with the C/MEO brand to take over the offline direct shops.
2. There is no warehouse big enough to use. At present, AFL has only one warehouse in its Shanghai office, which is used to store seasonal and out-of-season samples and clothes sold on Tmall. The space is already very small, and if an offline shop is opened, another warehouse must be rented.
3. Not high visibility. While competing brands are signing up mainland celebrities as spokesper sons, C/MEO is still mainly promoted by KOL on Little Red Book, which is far less popular and promotional.
1. Absolute decision making pow er over the shops.
Retailer
2. Ownership of goods, more sen sitive to goods, sales and con sumers, and the ability to react quickly.
1. Fully share the resources of the franchisee in terms of capital and site selection.
2. The franchisee voluntarily as sumes yet a certain amount of capital risk and operational risk.
3. Low threshold for franchisees.
1. Trying on and not buying is not a problem at all.
“Clothes still need to be tried on, touched, we want to draw customers to the line to experience.” Huimei Group Chairman and CEO Fang Jianhua said. Online advantage is the rapid response, offline channels have impulse consumption attributes, there is the advantage of experience, long-term with a wide range of imagination. And consumers’ offline demand for purchase is available, which can enhance the ability to meet part of the premium. Huimei’s brands Inman and Hatsumomo began opening offline shops in 2017, and not only have their annual profits risen year on year, but both brands have squeezed into the top 20 in 2020’s double 11 women’s sales rankings.
2. Experience shops don‘t have to consider the problem of warehouses.
When buying clothes in Tmall, the top three reasons for return are size, style and fabric colour problems respectively. This is all because buyers rely on photos on the internet, mosquitoes plus their own imagination to buy. If you open an offline experience shop, customers can try it on in person, if satisfied you can scan the code to buy in Tmall, ex press to home, so that the goods are still shipped by Tmall warehouse, do not have to rent extra warehouse, but also save money on the warehouse.
for 2017-2019 is $5.424 billion, $6.378 bil lion and $7.715 billion respectively, with net profit of $113 million, $208 million and $274 million , and net profit margins of 2.08%, 3.26% and 3.55% respectively.
1. The offline retailer store can be open in the Shanghai HQ.
The Shanghai office is lo cated in Jing’an District, with many subways passing through, convenient transpor tation, many shopping malls in the vicinity, large traffic flow.
2. Sample Sale Volume Of Flow.
Floor Plan
Facade
Sample Sale
C/MEO Collective Shanghai HQ Address
Mood Board Of The C/MEO Retailer Store
Time: 5th May 2022
Place: Huangpu River Ferry In Shanghai
Participants: C/MEO Models & KOLs
Topic: Chinese Valentin’s Day Party.
Introductions: The party was held to introduce the two new spokespersons signed, and also invited many KOLs to launch their new SUMMER products (reference to Sandeo).
Time: 16th July 2022
Place: MAO live house in Shangai
Participants: C/MEO Spokesman & KOLs
Topic: Spokesman intro duction party.
Introductions: The par ty was held to introduce the new spokespersons signed, and also launch their new Summer prod ucts (reference to Sandro).
Time: 5th October 2022
Place: SHANKANGLI in Shanghai
Participants: KOLs & Customers
Topic: Work with the internet celebrity bakery.
Introductions: Drunk Baker is a newly popular bakery in re cent years, with Australian style, which is in line with the tropical style that C/MEO wants to convey to everyone. Coopera tion with online celebrity stores can also increase popularity.
Time: 8th March 2023
Place: Retailer store(Changping Road NO.363)
Participants: C/MEO Customers
Topic: Chinese’s women day’s festival clearance.
Introductions: Women’s day has also been marketed as A shopping carnival in recent years. In accordance with the festive atmosphere, samples piled up in the ware house are sold at A discount as A means of promotion.
Time: 11th November 2023
Place: Retailer store(Changping Road NO.363)
Participants: Australian Fashion Labe Customers
Topic: The biggest e-commerce promotion in China. Introductions: Cooperate With The Biggest Online E-commerce Promotion Activity In China To Carry Out Offline Promotion, And Clear The Inventory Of The Other Three AFL Brands Through Promotion And Discount Based On The Reputation Of C/MEO.
Advertising Site: Jing ‘an Temple Station/Nanjing West Road Station.
Introduction: The subway station with the largest passenger flow in Shang hai ranked third and fifth respectively in 2021.
In the riding process, seen installed in subway station, subway advertising this type on the carriage media proportion of passengers, at around 90%, with the increas ing of subway lines, subway advertising, contact people to more than 1.6 million times, the passengers can contact time in more than 30 minutes, passengers can come into contact with a single journey of 67 30 seconds ads, Each 30-second ad vertising day can reach 6.95 million people.
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