frm-sho business proposal and evalusation

8/21/2019 FRM-SHO Business proposal and evalusation

1/31

FASHION RETAIL MANAGEMENT

INDIVIDUAL REPORT

DYLAN CHNG RONG JIH1202143B


2/31

Brand Concept

sh is a retail art project about immortalising the temporary aspects of life. Drawing

inspiration from the traditional Japanese craft of 'kintsukuroi and the transience of

trash, shoffsets the two against each other, and superimposes the impermanence of

repair on to everlasting marble. shis about discovering the luxe in the things that have

fallen into disrepair.

The higher meaning of the sh concept is regarding the resurrection of items and

products that have fallen into disuse or disrepair. In our products, this is executed

through repairing by re-envisioning, by introducing a polished new texture to the item

that inspired the product (ie. marble), and rejoining, by piecing together materials that

do not usually go together and by introducing a colour scheme in which gold ecks

recur, referencing kintsukuroi.

In terms of the story upon which the brand builds itself (which also doubles as a

method of branding and promotion), dedicated repair and craftsmen take on this

metaphysical and quasi-philosophical task of rejuvenating the products with care. This

is also another design element heavily employed within our brand and product range:

delicate handiwork that makes each item unique, and different from any other, for after

all, no two pieces of marble are the same.

In essence, the products we create are an attempt to give what we usually regard as

trash a new life as delicately crafted pieces of art. We expound our philosophy using

metaphors in our products by alluding to reusing 'waste' as fashion and art.


3/31

Our brand promotes an artistic approach to tackling the waste and sustainability issues,

calling for the appreciation of broken things (or even trash) as art in their own right. The

aggrandisement of garbage and waste and items fallen into disuse is our demure

tongue-in-cheek gag: we take reused components or the aesthetic of waste and turn it

into the inspiration that fuels our product design, then even with the rich and opulent

makeover we have given our simple we sell them at affordable prices, as much to

make a statement about the value of the new as to target a wider market.

If shwere to be compressed into a single sentence, it would be that there is life after

death if the care and the intimacy given to wealth is similarly given to mortality.


4/31

4


5/31

Target Customer Prole

At sh, we target customers who are between the age of 16-35 who have a air for

sophistication,art and also have the desire to be unique. sh customers are able to

appreciate the beauty in simplicity and the complexities of it all. They are also bold and

trendy individuals that understand how shproducts are of artistic value and would like

to present it to the world for all to see, just like an art gallery.

5


6/31

Merchandise Plan

The original merchandise sheet, including estimated sales and projected prots of

each product is as follows:

!"#

$%&'()&!*,&-!"(%.$)%&/-().01/%(.2&1%(.3-(4"5%

6/%!!789

:5;


7/31

We managed to overshoot our estimated targets, as evident in the online and physical

orders listed below:

ONLINE:

# Dat

e

Name Contact Order Amt Paymen

t

Paid Rea

dy

1 14/8 KaarthigaManimaran

81139461 1 x acrylic necklace ($14.90)1 x acrylic bracelet ($11.90)1 x acrylic ring ($5.90)1 x chain necklace ($14.90)1 x A4 clutch ($18)

$65.60 cash oncollection

2 14/8 Diane Yoong(Deirdre)(collect on16/8)

81808295 1 x acrylic ring ($5.90)1 x acrylic necklace ($14.90)1 x chain bracelet (12.90)1 x notebook (9.90)1 x acrylic earrings ($7.90)


Yes

3 14/8 Deirdre Yoong 81808295 1 x acrylic ring ($5.90)1 x drawstring bag ($18)


4 14/8 JasmineNazirah

94854967 3 x iPhone 4 case (1 white, 1 grey, 1black) (3 x $7)1 x pouch ($7)

$28 iBanking

5 14/8 Charice Kt 90616633 1 x Pouch ($7)1 x drawstring bag (collect fromtrishna) ($18)

$25 iBanking

6 13/8 Jeanette Ng 81236318 1 x drawstring bag ($18) $18 iBanking

6 14/8 JenniferMehigan

9828503 1 x A3 clutch ($20.50) $20.50 iBanking

7 14/8 Joy Tan 92211345 1 x marble earrings ($6.90) (collectfrom trish)

$6.90 ATMTransfer

8 14/8 Melissa Lam 9844 3725 1 x iphone 4 case (white ($7)1 x drawstring bag ($18) (collect fromtrishna)

$25 iBanking

9 14/8 Booi Jia Jing 92269331 1 x marble earrings ($6.90) (collectfrom trish)

$6.90 iBanking/ ATMTransfer

10 14/8 Faith Jacob 98300194 1 x acrylic earrings ($7.90) $7.90 iBanking

11 14/8 Zandra Ong 82981926 1 x Marble earrings ($6.90)1 x acrylic earrings ($7.90)

$14.80 iBanking

12 14/8 Tammy (collectfrom Maliah)

8448 8136 1 x acrylic necklace ($14.90)1 x acrylic earrings ($7.90)1 x notebook ($9.90)

$40.80 iBanking

7


8/31

# Dat

e

Name Contact Order Amt Paymen

t

Paid Rea

dy

13 14/8 Vanessa Han 96403993 2 x white iphone 5 (2 x $8)1 x drawstring ($18)

$34 cash oncollection

14 14/8 Matthew Bak 82287243 1 x grey iphone 5 ($8)1 x cardholder ($7.90) (collect fromtrish)

$15.90 ibanking

15 14/8 Mao Yejing 97450769 1 x pouch ($7)1 x notebook ($9.90)

$16.90 iBanking

16 15/8 Kimb Soh 96274509 1 x chain necklace ($14.90)1 x acrylic set ($38)


17 15/8 Ong Jia Xin 98189694 1 x notebook ($9.90) [24.5 x 16.5 cm] $9.90 ibanking

18 15/8 Vivien Yeo 92713045 1x A4 clutch ($18) (collect from py) $18 cash on

collection

19 15/8 Wan Murni bteWan Iskandar

91526774 1 x cardholder ($7.90) $7.90 ibanking

20 15/8 Tasmin Fong 96756066 1 x A4 clutch ($18) (pass to alicia) $18 ibanking

21 15/8 ChristopherAnthony

97686774 1 x notebook ($9.90)1 x A5 clutch ($16)1 x A4 clutch ($18)1 x A3 clutch ($20.50)

$64.40 ibanking

22 16/8 Shaalin 97824724 1 x pouch ($7)1 x iphone 5 case ($8)1 x a3 clutch ($20.50)

$35.50 ibanking

23 16/8 Lena Lim 86863413 1 x A3 clutch ($20.50)1 x drawstring bag ($18)1 x cardholder ($7.90)1 x pouch ($7)1 x notebook ($9.90)

$63.30 iBanking Yes

24 16/8 Shirmine Tan 81892695 1 x acrylic earrings ($7.90)1 x pouch ($7)1 x A5 ($16)1 x iphone 5 white/gold ($8) (collect

from py)

$38.90 ibanking

25 16/8 Swee 98583852 1 x A5 clutch ($16)1 x A3 clutch ($20.50)


26 16/8 Nikiti Goklani 83226090 3 x iphone 4 case (white/gold) (3 x $7)1 x iphone 5 case (white/gold) ($8)1 x iphone 5 cover (white) ($8)1 x lunch pack clutch ($22)1 x pouch ($7)1 x cardholder ($7.90)(collect from trish)

$53.90 iBanking

27 17/8 Shirley Tay(Xueli)

81382307 1 x marble earrings ($6.90)1 x notebook ($9.90)1 x drawstring bag ($18)

$34.80 iBanking

8


9/31

! !"#$ &"'$ ()*#"+# ,-.$- /'# 0"1'$

*#

0"2. 3$"

.1

4 44567 82 92*: ;? 4567 G)1+$ ;?;?;< 4@ /? +9A#+B D E4547>I7J ("FB R$F

44 4567 (9"A.2" 7>;744?; 4@ /+-192+ -2*: D E5I;J

4@ "+-192+ *$+Q9"+$ D E4?I;J

4@ /? +9A#+B D E47

EK7I7J ("FB R$F

4> 4567 X2+B$99$ ;JJ??;55 4@ !AF#+"H W E4I;J

4@ 20B)*$5 +"F$ D E7

E;I;J ("FB R$F !AF

#+"

H4K 4567 G)9$*$ /*: ;>>7=5J5 4@ &)#$C))Q D E;I;J E;I;J ("FB R$F

4? 4567 !2"* ;75K>;5; 4@ 20B)*$5 OB2#$ D E7 E7 ("FB R$F

45 4567 YF"C$99$ 74J>=4J? 4@ 20B)*$? OB2#$ D E= E= ("FB R$F

4< 4567 T"V$$*" ;JJ;;=>? 4@ 20B)*$5 OB2#$ D E7

4@ 20B)*$5 :)9. D E7

E4? ("FB R$F

4= 4567 Z$*AF 75>>;K;4 4@ 20B)*$5 OB2#$ D E7 E7 ("FB R$F

47 4567 G)B* ;


10/31

>5 4567 (B$$-91* 7>>KK@ H)A+B W > @ E=

>@ .AF#+"H W > @ E4I;J

4@ 20B)*$? OB2#$ ]F#-"2:B#

92*$F^

E>?I7J ("FB R$F

>< 4567 G)1 S$) ;JJ7=4=< 4@ /K +9A#+B ]/>^ D E>JI5J

4@ *)#$C))Q D E;I;J

EKJI?J ("FB R$F

>7 4567 X$92FF" 8)O ;4>547; 4567 ()-2*" ;


11/31

! #$%& '$(& )*+%$,% -./&. 0(% 1$2(

&+%

1$3/ 4&$/

2

5 5678 9:$:3.$: 8;8;56?%.3+@ A$@B$,C D

E58

E58 )$?: 2&?

; 5678 F&.*+3,$ G;;H58GI 5= B*J,: D EI EI )$?:

H 5678 0(&K3$ G8H8;HLG 5= ($.AK& .3+@ D EMNG< EMNG< )$?: O&? O&?

P%$C&

+Q

L 5678 R3$+ 1*: 8H68;H5I 5= B*J,: D EI EI )$?: 2&?

M 5678 SK3?:$ -+@ G;GGHII< 5= ,$./:*K/&. D EING< EING< )$?: O&?

6 5678 OT*++& GLM


12/31

;5 5678 ]? +J.3? 8H88


13/31

As shown in the previous pages, we took orders along with the customers, contact

information and method of payment beside their order and total amount. We also

added columns to indicate whether they have paid and collected for administrative

purposes.

Online orders were taken through email. On our facebook page when we posted our

product shoot, we indicated exactly how they can order;

And as their orders came in, we processed them by replying to their emails with a

conrmation of their orders, indicating the total prices and offering payment information

according to their specications.

9


14/31

10


15/31

11


16/31

We also sent reminders for collection of our customers purchases via email and sms.

12


17/31

Visual Presentation and Store Layout

Our nal visual merchandising (vm) layout incorporated our colour scheme of mainly

white into an irregular arrangement of cubes as our counters to display products, as

well as a rack on which we hung some of our products.

We also included some of our photo-shoot pictures on our backdrop and around the

store display. We made use of arts and craft tools which we had painted white to

emulate our themes of repair and handcrafted products.

13


18/31

The front of our store (the side that faces the concourse) was where the drawstring

backpack was displayed, and on the other end of the store (the side facing design

school) were where we displayed our clutches/portfolio bags elevated on a rack.

Generally this layout was meant to appeal more to the crowd coming in from the

concourse and across the bridge from the other schools. The unisex products (bags)

were also meant to draw in a larger range of potential customers. We also meant for

the stores layout to be somewhat informal and unique in the sense that its counters

and cubes were irregularly arranged, a spontaneous decision that was actually only

made a day before opening day.

14


19/31

We arranged our merchandise in such a way that the customers attention were

transferred from bigger products to smaller ones. We had one counter which was the

unofficial cashpoint on which we displayed a slideshow of our photo shoot, a tea-pot

lled with stickers and a dish of dust-plugs, which at only $1.90 each were our impulse

buy items.

15


20/31

This was the middle of our store, where we displayed jewellery, some of which were

elevated. The counter was decorated with inconspicuous japanese dishes which

doubled as our receipt containers.

To t in with our store and to continue our visual concept, each member of the group

was dressed in white and grey.

16


21/31

Marketing Strategy, Branding Kits and Packaging

Our primary marketing strategy was the intensively promote the brand and generate

hype through social media platforms Facebook (http://www.facebook.com/

antifragilitysho) and Instagram (http://www.instagram.com/antifragility_).

Facebook was meant to be the more official and formal platform, where besides

promotional material, we also post information and official updates, such as the

entirety of our photo shoot and product shoot. We also interact with customers there.

17
http://www.instagram.com/antifragility_http://www.instagram.com/antifragility_http://www.facebook.com/antifragilityshohttp://www.facebook.com/antifragilityshohttp://www.facebook.com/antifragilityshohttp://www.facebook.com/antifragilitysho


22/31

18


23/31

19


24/31

Instagram was a more informal and casual platform with less information. By the very

nature of the platform, the posts there were all image heavy, and our style of updating

was quick with minimal content, but just enough to generate curiosity.

This included teaser and concept photos of the brand and its products, as well as short

videos that showed our team at work (and in some cases at play), always ending with

the brand logo as the nal frame. The photos were generally edited to be artistic and

aesthetically pleasing, and giving away just enough content to keep the curiosity alive

without giving away too much.

20


25/31

21


26/31

In terms of physical marketing, we promoted our brand initially by creating a uniform

for ourselves. It was a white t-shirt with a simplied version of our logo at the back, and

we wore it while running errands and producing the materials we needed for sale day.

We also screen-printed the same logo on to an initial prototype version of one of our

products and used it around school.

This was in the earlier stages (second week of block), where the objective was to

generate curiosity and awareness of the existence of our brand.

23


27/31

In the later stages (third to fourth weeks of block), we printed posters derived from our

photo shoot with Visual Communication Studies alumnus Herman Rahman to be

placed at our designated locations (lift lobbies at the third and fth oor) as well as on

some free-to-use noticeboards.

24


28/31

The posters carried information such as the date, time and venue of the opening of our

store, and some also carried the URLs of our social media pages. We kept the design

of the posters extremely minima

The photo shoot itself was shot in locations selected specically for their visual

neutrality. Generally the background to the photos were grey hued and

unimpressionable, and so was the styling.

We opted for a slightly dressed down styling to avoid too much emphasis on the

clothing, as well as to avoid branding ourselves as super sophisticated and sleek. This

was a conscious decision made by the team because our concept we felt was already

slightly unapproachable, and we had to avoid making the brand even more so.

25


29/31

Our product shoot was done with the assistance of Hui Wen, Rigg and Beng Siang,

year 2 VSC students as well. With their help we managed to accomplish an extremely

clean and professional product shoot. We opted for a plain white background with

minimal propping (white-painted tools) to emphasise on a whole whitewashed colour

scheme, a colour scheme which we repeated in its entirety for our stores visual

merchandising.

26


30/31

Other miscellaneous elements of our branding included the distribution of stickers,

which we found to be rather popular with students, as well as a short soundtrack we

played during our sale day, and provided as a free gift to customers who placed orders

of value about $30.00. As much as possible we tried to engage all the senses of our

customers; we had an aroma therapy oil burner placed at our counter..

27


31/31

Pre-Sale and Collection Days

Our pre-sale day was on the 15th of August, and we had from 1.30 pm to 6pm to sell

our merchandise. In spite of the fact that there was meant to be low traffic in school

(due to other schools having their exams or study breaks at that time), we still managed

to earn over $600 on the rst day. Our second day was on a Friday, with even less

traffic, but these two days sales combined with our online orders (online ordering was

opened on 14th August and closed on 16th August at 2359). Our total revenue worked

out to be over $1700 for the group.

Prot and Sales Results

Our turn out for this project we found more than satisfactory, earning a revenue of

$1725.20 in total, with a prot of over $1000 for the group. (the projected cost had

increased due to the number of orders being far more than we expected. However,

instead of splitting the money by the products we were assigned in the initial

merchandise lists, we felt it only fair to split the money equally ve ways. This we feel

more accurately reects our production style of each person being responsible for one

part of production rather than for the entire process of a single product.

We also feel that the reason we were able to work well together was that because

from the start of the project we had already decided to eliminate the idea of competing

amongst ourselves and instead work as a single unit to produce our brand.

frm-sho business proposal and evalusation

Documents