l/o/g/o fashion summer 2011 —— market research about swimwear company: victoria's secret...
TRANSCRIPT
L/O/G/O
Fashion summer 2011——market research about swimwear
Company: Victoria's Secret
Date: March 1st,2011
summary
4
Information gathering methods1
2
3
5
Presentation of findings
Our opportunity
Competition advantages
Anticipated goals and plans
Information gathering methods
What kind of What kind of swimwear do swimwear do
you want?you want?
Female white-collars and college students, which were invited to meet and discuss the product, are main members of the target market.
Analysing data in our company’s accounts and sales departments, including sales, orders, inventory size, and so on.
Collecting and generalize the most prevalent fashion elements this year by using newspapers, magazines and fashion exhibitions.
Group interviews
Group interviews
Internal researchInternal
researchPrinted sourcesPrinted sources
Presentation of findings (China)
consumerspriceMarket share
• Two main kinds of swimwear
A: ¥ 50~600
B: ¥ 500~5000
A: various kinds of consumers: students, office ladies, female workers and so on.
B: foreigners and a small number of Chinese
A: conjoined
swimsuitB: bikini
A: 55%
B: 25%
Market changes
conjoined
bikini
perspective
Customers’ hope
place
Swimming pool, holiday resorts, spa clubs
Not only acceptable, but also make them sexy and attractive
Too conservational
and normal
Unaccustomed and expose someone’s
imperfection
Chinese women (especially white-collars and students) are becoming more open-minded.
Differential advantages
Dreamy swimwear
• technologyIn the circumstance that many college girls only have A-cup, we use advanced technology to endow Dreamy swimwear with fantastic effect like a bra.
• principleDreamy swimwear caters to Chinese women’s hidden thirst to become sexy in an acceptable way.
• materialDreamy swimwear uses special materials with high quality, allowing itself to adapt to various kinds of waters.•Fashion elementDreamy swimwear embodies the most fashionable elements to satisfy women’s different tastes.
Dreamy swimwear is a perfection combining various favored fashion elements of Chinese females.
Dreamy swimwear style
A
Group
C Group
Every dreamy swimwear has its outstanding features.3 typical samples:
Chiffon ( 雪纺) Attractive design
Maid costume( 女仆装)
Lace (蕾丝)Fresh ruffle(花边) Bright color
Marketing plans
Target consumers
Target consumers
•White-collar females
•Female college students
Points of salePoints of sale
•Brand stores near swimming pools, spa clubs and holiday resorts.
•Central department stores
Product level Up-market product Higher quality
price¥ 800~8000
Anticipated goals
Advertising & pre-producing
Designing & testing
Designing & testing
Enlarging production & sales
March April May June
•Famous designers
•Fashion magazines
•Posters on billboards
•Anticipated market
share:60%
……
Advertising &promotion
Withdraw cost