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PURPOSE OF PRESENTATION

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by

Mon St

on 5 November 2013

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Transcript of PURPOSE OF PRESENTATION

COMPETITIVE ANALYSIS
GROUP MEMBERS
Miranda Punshon
Monique Steiner
Georgia Lamming
Georgina Adorni-Braccesi
Lucinda Myers
Gabriella Capone
PERCEPTUAL MAP
PRODUCT WEAKNESSES AND OPPORTUNITIES
WEAKNESSES
OPPORTUNITIES
ISSUES
Mood Board Page 7
Range Board Page 8-9
PROMOTIONS
SALES FORECAST
ADVERTISING EXPENSES
Magazine Advertisements
Magazine Photo Shoots
VIP Launch
Instagram Competition
Bardot Magazine
QR Code
CONCLUSION
START:
RRP (INC GST)
= $89.95
RRP (EXC GST)
= $81.77
MARGIN ($)
70% Margin = $57.24 = Markup (233.35%)
COST TO WAREHOUSE
Wholesale cost = $24.53
FOB AUD
= $18.08
FOB USD
=$17.06
LABOUR COST (CMT) in China per hour = $0.91-$1.00AUD
Promotion
Price
Market Research
Design/Style
Quality
Customer Service
Production
New promotional tools
Product modification/
development
Market Expansion
Price change
Market research
Product
Price
Promotion
Place
(Distribution)
Market Research

pg ......
DOTTI:
Women’s clothing brand and retailer
Operates in Australia and New Zealand
Opened in 1981
Over 100 stores
Part of the Just Group
Described as “a fast fashion brand appealing to fashionistas".
i.d.s:
Melbourne based, boutique-like company
Only 4 stores in Melbourne
“[true]…Melbourne label with all the latest styles on the scene”
SPORTSGIRL:
Australian women's clothing chain
Operated by the Sussan Retail Group
Established in 1948
Describe themselves as ‘individual, playful, confident and of course, oh-so fashionable!’
Fast fashion trends
FOREVER NEW:

Women’s fashion clothing
and accessories brand
Established in 2006
Over 250 stores in 11 countries
Celebrates the feminine beauty of women
TOPSHOP:
British multinational retailer
Established in 1964
440 shops across 37 countries
Specialises in fashion clothing, shoes, make-up and accessories.
"eclectic British style"
PROMOTION OF WEBSITE AND SOCIAL MEDIA
61% of the survey population do not access the Bardot website
Less followers on social media platforms than its competitors
QR CODE
Quick, easy way to get customers to access the website
Interactive and fun
Using an incentive to create traffic to the online store.
BARDOT MAGAZINE
Free
Creating a Bardot community
Brand loyalty
Available online and in store
PERSONAL STYLING
Help find the perfect outfit
To create an entire look
Personalised shopping experience
One-stop shop
MAGAZINE ADVERTISEMENTS
Shop Til You Drop
Cosmopolitan
Cleo
Wide readership in the 18-24 age group
Sales forecast for retail stores and Bardot online
Average price point of dress = $99.95
The average unit sale for dresses = 67 units
BARDOT MYER
SALES FORECAST
- Myer wholesale price ($40.89) operates on a 55% margin
- Myer sales similar to the C grade store unit sales
Myer wholesale price ($40.89) operates on a 55% margin
Myer sales are similar to the C grade store unit sales
PROMOTIONAL BUDGET:

$15,459,279.00 x 0.05 = $772,963.95
Total sales across retail, online and Myer stores
= $15,459,279.00

Total units across retail, online and Myer stores
= 228,628
TARGET MARKET
Young
Urban
Studying
Casual
Classic
Department Store
Shopping Strips

TOTAL SALES
Lack of marketing
Bardot price points too high
General target market
Limited styles
Poor quality-
short term wear
Inconsistent across stores
No production in Australia
Increase customer awareness of website and social media
Party accessories
Beauty range
New locations
Lower entry price points
Research popular trends
Should Bardot provide more accessories to complete an outfit?
Are Bardot's price points for their party dresses appropriate?
Should Bardot focus more on advertising its website and other social media channels?
Should Bardot expand their locations of their stores/stockists?
Should Bardot invest in market research to explore customer product preferences and purchasing behaviours?
Silhouette Forecast Page 6
Colour Inspiration Page 5
INSTAGRAM COMPETITION
Bardot’s customers are active on Instagram
Run competitions using Hashtags (#)
Winner receives gift card or current season product
Impulse Buyer
Style & Design Conscious
Tech Savvy
Social Media
Fashion Magazines
Blogs

VISUAL MERCHANDISING WINDOW
Page 4
Page 14
COSTING SHEET
Full transcript