setting up a high end boutique by kentish govind chintaram

NAME: CHINTARAM K.GOVIND 1011913BSC(HONS) FASHION TECHNOLOGY 2

Setting up a high end boutique

University of Mauritius 2012

1. BUSINESS DESCRIPTION

Cute lady is a company specialized in women’s designer wears and in accessories, like necklace and leather shoes

situated at Portlouis Caudan water front and at Bagatelle the mall of Mauritius

Founded by Mr Kentish chintaram and is in partnership association with Mr Manoj kumar and dilip kumar , with a share of 25% each.

The company is in a stage of formation and will it will start to function on 1 April 2012.

The company will work on a niche market basis and will outsource its products from various parts of the world.

The target audience will be the high society people(women) who is seeking for high end quality Fashion products

The Mauritian Fashion industry has shown steady growth over the past few years,

an increasingly wider variety of fashion accessories and apparel in the market place.

There is an emergence of new distribution networks for fashion accessories and clothing has occurred

Mauritius has been listed among the richest African country and as the economical situation is being more stable gradually,

so the citizens also in at a higher position and in parallel to it our fashion industry also in growing at a high pace.

Mauritian firms are doing their best to meet their consumers’ increasingly demanding preferences for a wider variety of purchasing options.

1.1 INDUSTRY OVERVIEW

We strive to provide quality products and exceptional service to our valuable clients. Our clients are our number one priority and ‘client delight’ our number one goal. We seek to build long term business relationships based on trust by meeting or exceeding our client’s expectations every chance we get. To our clients, we pledge to provide exceptional value by delivering a world class product and our products are unique.

MISSION STATEMENT

COMPANY VALUES Passion for customers — We put our customers first

in everything we do. We give our customers more value than they expect Uncompromising integrity — We are open, honest

and direct in our dealings. Meaningful creation — we create new things to

please our clients Trust and respect for individuals — We work together

to create a culture of inclusion built on trust, respect and dignity for all.

COMPANY VISION

We want to bring more unique products and that the clients wants ,Our aim is to denote the most refined innovative Fashion garments and accessories to our clients. Our company rely on two principles which is elegance and creativity and it will be the foundation of our continued success.

LOGO DESCRIPTIONThis symbol of flower representsA feminine approach to the targeted Market

The middle of the flower which has been designed to represent the letter ‘C which is ‘CUTE

And this Font which is the ‘rage italic font’ represents the letter ‘L’ from the word ‘LADY’

The company name ‘CUTE LADY’

Violet: Use to highlight the company’s name and it matches with the pink of the logo

Pink: Used for the logo and mostly associated with the females sex

THE COMPANY TAGLINE

‘’Beauty has no limits’’ Here the word ‘beauty’ is associated with ‘fashion’ and people can be what ever they want to be, there is no restriction as well as age gender for someone to be in fashion so ‘’beauty has no limits’’

Click icon to add picture

MARKET RESEARCH

what customers value this year may be quite different from what they value next year, so that is why a market research is being carried out.

It aslo provide use with information about the competitors’ products on the market and as well as the targeted audience for our product

MARKET RESEARCH ON NECKLACES

What factors do people in Mauritius consider while buying necklaces?

And we have been going through online questionnaires, survey and interviews and had revealed that people consider 3 factors while buying necklaces:

The price Personal style The outfits to match with on different occasions


The price Assessing the economical situation of the country, Mauritius has

been a developing country since 1968 till now 2012. So it has been only 44years back when Mauritius started to developed, so when the question comes to price Mauritian people like to get things at cheapest rate possible.

If we imposed on the quality ,I think that price will be no matter. The cost of good quality must be factored into the overall cost of quality.

If the necklace will come with unique design, with high details and good quality, the people will pay for the hard work.

The necklace should be unique, something that is not available on the market, this is an ideal situation where we could maintain its price, otherwise people will find its replica on the market, they won’t bother about the materials made with is of poor quality as soon as the product resembles the expensive ones and it is being provided at a cheaper price tag.


Personal style When choosing a necklace women prefer to select a

piece that reflects her personal style. You may want something to wear everyday so you

might opt for a dainty chain with a pendant. If your style is a bit bolder and stand out, something

chunky with beads would be more suitable. When women go shopping for necklace they also

consider other jewellery pieces that they may want to wear with it and think about how they will look together.


The outfits to match with on different occasions Women need to consider when they will be wearing the necklace and also

on which types of dresses it would match with. So according to Mauritian lifestyle, woman go to work, night party,

weddings and roaming. We need to design such necklaces that will match a working uniform or may be a necklace that will go well along on a white blouse, some design which will go with night dresses, wedding dress or simple casual outfits

They even make sure that the major colours they wear do not clash with the clothing .

women also care upon the usage of the necklace, how frequent it is being used, if it is an everyday necklace, they will want something that is a little more durable.

If they are looking for a statement piece to wear to a wedding or special event, a more delicately constructed necklace would be a good idea.

MARKET RESEARCH ON NECKLACES A necklace is such an item that is wears on the neck,so it

should also match your face.

Customize your Face Shape,If you have a:

Heart Face Shape: A simple design necklace, thick and round would be better suited for you. Avoid V-shaped necklace design because it will ‘compete’ with your face shape.

Oval Face Shape: oval face owner is free to choose the design necklace. Because the shape of the face like this fit with all sorts of accessories, so there are no restrictions in choosing accessories. But do not forget to adjust the size of the earrings that you wear.

Round Face Shape: Choice of design necklace with long-form or V-shaped with a diameter of about 70-80 would be perfect for you. Avoid necklaces that make the face look more round.

MARKET RESEARCH ON NECKLACES Necklace size classifications on the market

Size Description

Collar 12”-14” Worn tight and high up on the neck. Typically mutli-strand

Choker 14”-16” Worn tight around the neck, but lower down just above the collar bone. Typical single strand,

Princess 17”-19” Worn just below the collar bone. Great with pendants. Most popular length

Matinee 20”-24” Worn down to the breast bone. Versatile for casual or business

Opera 28”-34 Worn in many ways, for dramatic effect. Can be simplified by double loop around neck for more elegant look

Rope 35” – 45” Worn in various ways, usually knotted in front or multiple loops around neck. Also worn as a multi-strand bracelet

Lariat Over 45” Worn with multiple knots in front or multiple loop around the neck, or a combination

MARKET RESEARCH ON SHOES Market Research on Shoes: During the market research, it has been found that in the

world of women fashion, ladies shoes are known to be the very first love of every woman

Women put certain factors into consideration during their purchase for an ideal pair of shoes, such things to consider are comfort, the person’s height and the length of her dress.

One important step that they take when finding the right ladies shoes height that suit them is how comfortable they are

In case they are not used to wearing high heel shoes, they will rather choose a pair of low or medium heel like pumps or strappy heels of about 2 inch which can give them the same height just like high heel and in addition offer more soften and balance.

MARKET RESEARCH ON SHOES

The second important feature is the body type in selecting shoes is the height of the person.

If the person’s height is short ,so you need a little high heel shoes 2-3 Inch as it is ideal for shorter height

and for the women who have high height the flat shoes are more suitable for them without.

If they are wearing a long skirt or very short skirt than they must consider low heel shoes for themselves.Same is the case with the Narrow Pants the low heels suits much.

MARKET RESEARCH ON SHOES

For Casual Dressing they prefer to wear heavy shoes.

high cut shoes with skirts these shoes are not suitable, as they reported that beautiful legs appear heavy and short.

It is good if the shoes color matches the dress but they make sure that they are not of the same color.

Black shoes are not worn with light color dress it makes the beautiful legs short.

Another Important feature that they should consider is the fitting of the shoes and

Material also play very important, as it is consider as the ease of the shoes,

Shoe made up of breathable material are preferable

TARGETED AUDIENCE

Category A Category B CategoryC

Age 24-28 28-32 33-50

Gender female female female

Occupation teacher/manager

Teacher /manager/

Advocate/Rector,manager/CEO

Income(Rs) 15,000-20,000

15,000-2,000 30,000-50,000

Marital status Single Married Married/widow

Presence of children in the household

No No Yes

Geographic region

Vacoas,Quatre born,p.louis,pamplemousses

Vacoas, Quatre born,P.louis,pamplemouses

Vacoas, Quatre born,P.louis,pamplemouses

SWOT ANALYSISStrengths :1. Good client service

2. Strong management team

3. well trained staff

4. Diversity and variety in products offered on the website

5. No bad reputation like child labor or environment pollution

Weaknesses?

6. High prices in some products

7. E-commerce is limited in mauritius

8. Lots of replica products being made

Opportunities :1. Spreading the firm around

mauritius and the other islands

2. Creating jobs for young school leavers

Treats:3. Increase in the price of raw

materials

4. Lots of competitors

DESIGNS OF NECKLACES

DEVELOPMENT PROCESS 1

FINAL RESULTS

Crystal beads

Precious stone of blue spaphire

Amethyst gem stone

Pure gold

DEVELOPMENT PROCESS2

Here the idea was to create a necklace With the company brand name and to include the logo in the design

FINAL RESULTS

Small flowers designed from white gold and painted has been added to give the pinky finish

For the pendant ,same process was aplied as the small flowers Pendant designed from the

company brand logo ‘cute lady’


This design has been inspired by the nature, where we can visualize the sun waking up at the back and the leafs and roots in the form of a jungle covering the sun

FINAL DESIGN

Painted wooden beads

This chain is worn up tight to the neck

This pendant is fully designed using Bronze metal as it gives an exotic view

FINAL DESIGNThis entire design is made up of gold

The interlacing is in 3 dimentional

The initials of the company brand name ‘cute lady’

Little chains hook up together

DESIGN OF SHOES

FINAL DESIGN1

The entire shoe is made up of leather of colour ‘cherry red 34’

Varieties of colours available

Flowers made by pieces of leather,this work is done manually and it is more time consuming but it gives a high end finish


This design has been inspired by the ballerina

Then a heel has been added to it

And to give it a high end finished, long silky textile fibers has been added to it

FINAL DESIGN 2

DESIGN OF DRESSES

DESIGN PROCESS Designs from the mood board

DESIGN PROCESSColoured designed fabrics on sketches

FINAL DESIGNS

100 CO

patch work ,different design added to make 1

Cotton is the best fiber as it is more stiff

50co/50cv

50co/50cv drape very well and has a shinny surface

Mermaid dress

drapping

FINAL DESIGNS

50co/50cv

SUPPLIERSsuppliers Products

suppliedprice country

Bullion Gold gold $1,714.92 - $1,714.92 per bullion

Switzerland

Prabhakardjewels private

White gold $1,516.56 per bullion(14 kara-58.33%)

India

Yongheng Crystal & Glass Factory

Crystal Rondelle Bead

$4.99 6x8mm.

China

Yongheng wooden beads Factory

Wooden beads $2.65 China

Consolidated fabrics Ltd

100% Cotton fabrics with designs

$1.20 per meter Mauritius

Consolidated fabrics Ltd

50Cotton/50 Viscose $1.55 per meter Mauritius

Ramjee Leathers & Supplies

Leather $1.40-1.55 / Square Foot

India

BIBLIOGRAPHY

http://www.indexmundi.com/mauritius/economy_profile.html mru econimics

Varieties of shoes: http://shopping.yahoo.com/browse/womens-

shoes/ http://shoespassion.com/index92.html http://www.shoebuy.com/womens-shoes-categories.htm types

of shoes http://www.bplans.com/womens_shoe_store_business_plan/

market_analysis_summary_fc.php business plan on shoes http://www.xagejacrystaljewelry.com/necklacetypes data abt

necklaces http://www.entrepreneur.com/article/217345 http://www.xagejacrystaljewelry.com/necklacetypes Article Source: http://EzineArticles.com/4962642

THANK YOU

setting up a high end boutique by kentish govind chintaram

Business