khiry - luxury reimagined

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  • KHIRYInvestor PresentationMarch 2017

  • STIFLING PERCEPTIONS OF BEAUTY & LUXURY

    French ItalianItalian FrenchFrench

    Luxury fashion is distinctly European with nearly every fashion house founded and based out of Milan or Paris.

    Italian French French Italian Italian

    Italian

  • KHIRY will be the first luxury fashion brand that will stray from a traditional European

    origin.

    KHIRY will expand the definition of luxury and create a new paradigm

    for aspiration, highlighting the beauty, richness, culture, and

    heritage of the African Diaspora.

    LUXURY REIMAGINED

  • KHIRY Collection

    DesignandproductdevelopmentinNewYorkCity FinalmanufactureinThailand

    Vermeil construction(18kgoldorrhodiumplatedsterlingsilver) Shortestleadtimerelativetootherproductcategories

    Pricepointsrangingfrom$240to>$1,000 Grossmarginsexceeding70%

  • DEBUT COLLECTION

    CLEAN AND UNADORNED LIKE GESTURAL BRUSH STROKES WORN ACROSS A WRIST OR FINGER.

    New York Times, T Style Magazine

    SPRING 2017

  • FALL 2017 COLLECTION

  • TRACTIONPressfollowingSeptember2016NewYorkFashionWeeksoft-launch:

    $25,670Raised on Kickstarter, 125% of goal

    achieved in June 2016

  • Accessories: 30% of the personal luxury goods market | 3% sales growth last year(Bain, Luxury Goods Worldwide Market Study, 2015)

    Apparel & Fashion: $67 billion retail sales value | Jewelry: $16 billion retail sales value(Bain, Luxury Goods Worldwide Market Study, 2015)

    Steady rise of online sales(McKinsey&Company, The Opportunity in Luxury Fashion, 2015)

    MARKET

  • POSITIONING

    Fine Jewelry

    More Expensive

    Less Expensive

    Fashion Jewelry

    Price point: HighDesign: Bold, luxe statement

    B Traditional Luxury Houses (Louis Vuitton, Alexander McQueen, Chanel)Price point: HighDesign: Outmoded designs that sell solely on brand equity

    A The Comp(Aurelie Bidermann, Sophie Buhai, Charlotte Chesnais, Maiyet)Price point: HighDesign: Uncompelling designs with indistinct brand narratives

    C Mid-line Fashion Jewelry (Paul Mendoza, Pamela Love)Price point: MediumDesign: Ranging from simple to bold, unimpressive quality

    A

    B

    C

    KHIRY

  • UNFAIR ADVANTAGE Expansiverelationshipsinfashionphoto/videoproduction

    rangingfromphotographers,stylists,modelagencies,hairandmakeupartists

    Strongpressfollowingandinterestinthebrandfromtopfashionpressoutlets

    GrowingrelationshipswiththetopluxurywholesalebuyersinNewYorkCity

    Expertiseinfashionlogisticsanddistribution

    Strong,relevantbrandidentityandmessage

  • CUSTOMER PROFILESFashion aware woman

    High earner not rich yet (HENRY) splurges on fashion purchases, younger, high online/social interaction, specialty

    store and e-commerce focus

    Price insensitive professional womanRegular designer shopper, older, brick-and-mortar department

    store focus

    Gift shoppersLower fashion awareness, high reliance on reputable voices in fashion, holiday-intensive shoppers, reliance on gift guides, e-

    commerce and department store focus

  • B2C RETAIL

    E-commerce Site relaunch April 2017 Seamless path to purchase Houses brand creative content

    Pop-Up Shops Consumer interacts with brand directly Test new geographic markets Short-term brick & mortar during key

    selling times

    B2B WHOLESALEDepartment Stores Traditional luxury consumer High brand exposure

    Specialty Stores Discerning fashion consumer Builds perception of exclusivity

    E-retailers Access to a broad range of consumers Entry to international distribution

  • MARKETING CYCLE

    KHIRY MARKETING CONTENT

    Brand partnerships

    In-house blog content (launching in Spring 2017)

    In-house image and video production PRESS

    Fashion editorials

    Online featuresinterviews, gift features, brand news articles

    Celebrity/blogger features

    SOCIAL MEDIA & EMAIL

    Reposts/newsletters of press features, editorials, and celebrity sightings

    Curation of brand blog features, inspiration, product images, and in-house creative assets

  • LONG TERM VISION

    Complete luxury brand with a full assortment across product categories

    Origin in accessories adds authenticity to the high-margin category (a cash-cow benchmark in the industry)

    Khartoum Silhouette logo synonymous with KHIRYs distinctive take on luxury

  • TEAM

    Chief Executive Officer, Barneys New York

    Daniella Vitale

    Jameel MohammedFounder and Creative Director

    Hollis De LaneyMarketing Manager

    ADVISORS

    Director of Operations

    Marc Butakis

    Managing Partner,Threadstone LP

    Billy SusmanPresident, U1 TechnologiesInvestor, Margaretta Colangelo Ventures

    Margaretta ColangeloTechnologies

    Venture & Private Equity

  • PAST INVESTMENTSMART Consulting

    Deal closing by April 1$75,000

    Marc Butakis, Director of Sales Operations and Customer Services, Marc Jacobs InternationalAugust 2016

    $25,000

    KICKSTARTER CampaignJune 2016$25,000

  • SEEKING INVESTMENT

    $250,00 - $350,000

    FUND ALLOCATION TO OPERATING EXPENSES

    Creative Content

    Photographers & Videographers

    Stylists

    Models

    Hair & Make-up Artists

    Set Design & Studio

    Development and Manufacturing

    Packaging Development

    Shipping and Fulfillment

    Accounting

    Legal Services

    Web Dev & Hosting

    Insurance

    AdministrativeProductPromotional Events

    Trunk Shows & Pop-up Shops

    Physical & Digital Ad Spend

    PR & Sales Showroom

    Marketing

  • SEEKING ADDITIONAL SUPPORT

    1. Introductions to retail channel buyers

    2. Introductions to press outlets and editors

    3. Introductions to celebrities for marketing partnerships

    4. Strategic business and retailing advisors

  • CONTACT

    jameel@KHIRY.comhollis@KHIRY.com

    www.KHIRY.com

    Instagram@KHIRYofficial