mansur gavriel report
DESCRIPTION
Research and marketing proposal for Mansur GavrielTRANSCRIPT
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MANSUR GAVRIEL
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EXECUTIVE SUMMARY
Mansur Gavriel is a women's low-key luxury handbag brand founded by two women in 2012 through sharing the same passion on leather. Soon, they developed the concept of the brand to present the Italian vegetable leather of the bags to show the aging beauty of the leather and how it compliments the bag in the utmost effortless way.
The main challenge faced by Mansur Gavriel in the Singapore market is the lack of acknowledgement from consumers given its poor accessibility, limited designs and being a new entrant to the market as well as facing the problem of imitation products. Mansur Gavriel have little to no form of physical point of contact or advertising to compete with Singapore and international well established brands to target its niche marketing and sustaining customer's interest in the designs.
The strength of the brand are their attention to details and product quality at a contemporary price points which further brings on opportunities for the brand to develop future collaborations, special edition products and even establishing their very own flagship store. However, Mansur Gavriel are relatively weak in their advertising, branding and product supply to meet with demands from the long waitlist of eager customers, this causes them to face threats of knock-offs, emerging brands and third party resellers that affect consumer's preferences to opt for other alternative brands.
After further analysis, it is an ideal opportunity for Mansur Gavriel to penetrate into the Singapore market given the
Singapore consumers are big spenders on luxury goods and the country has a positive economic outlook for the business to sustain in this country. Research also shows the concentrated use of mobile and social media network in Singapore denotes more opportunity for the business to head towards marketing to Singapore consumers in this direction.
Nevertheless, the increasing support of the Singapore government towards local and uprising enterprises poses a threat to Mansur Gavriel, increasing the competition in the marketplace.
Primary researches are carried out to obtain responses from Singapore consumers as well as an experienced Singapore buyer regarding consumer's buying behaviour and their perception of the brand which led to the results of finding out Singapore consumers are most concerned about the quality of products and would be interested in Mansur Gavriel's products.
Given the low awareness of the brand, Mansur Gavriel will be having its debut in Singapore through a pop-up store alongside a collaboration fashion show with WWF to generate positive brand image and word of mouth among Singapore consumers.
Besides that, Mansur Gavriel will be launching an official native app to ease the customer's shopping experience on-the-go and forge a sense of community amongst its shoppers.
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INDUSTRY ANALYSIS
04 INTRODUCTION TO HANDBAGS HISTORY OF HANDBAGS
05 MARKET TRENDS KEY PLAYERS
COMPANY PROFILE
06 ABOUT THE DESIGNERS
07 ABOUT THE BRAND
COMPETITOR ANALYSIS
08 - 10 DIRECT COMPETITORS
11 - 13 INDIRECT COMPETITORS
14 - 16 COMPETITOR COMPARISION
17 MARKET POSITIONING
MARKETING PROBLEM
DIAGNOSTICS
18 RESEARCH PROBLEMS SUB-PROBLEMS
HYPOTHESIS
ASSUMPTIONS
LIMITATIONS
19 METHODOLOGY
20 - 22 KEY FINDINGS
23 SUMMARY OF RESULTS
CONTENT
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24 - 25 SWOT
26 - 27 PEST
MARKETING STRATEGY
PROPOSAL
28 - 29 NEW TARGET MARKET NEW MARKETING MIX
APPENDIX
32 - 43 DESIGN BRIEFS
44 - 49 TRANSCIPTS
50 -53 BIBLIOGRAPHYREPORT BY
AMANDA WONG
YEE LING
STUDENT ID :
013FM714
LECTURER :
MISS ANISA
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4 MANSUR GAVRIEL
INDUSTRYANALYSISINTRODUCTION TO HANDBAGS INDUSTRY
HISTORY OF HANDBAGS
As of 2013, handbags global value sales have nearly reached $50 billion. Handbags are a key category for luxury players in the fashion marketplace. The following years after 1998, handbags became a dominant in the leather goods industry, showing a CAGR of about 10% p.a. It has been one of the fastest developing categories in the luxury market in the past 10 years. Handbags are largely immune from mix and match, serving as dominant piece instead of a complimentary piece of fashion product. According to the LVMH, handbags offers a great opportunity for brands to differentiate themselves from competitors in the form of shapes, textures, logo and metal components of the bags.By using Italian and French exports as a proxy, handbags sales posted CAGR of about 22% for Russia, 26% for China and 46% for India. Handbags have revealed to be the fastest growing category in luxury goods. The global market value forecast for 2016 fashion market will have a value of $2,155.1 billion, an increase of 21.2% from 2011.
Handbags were introduced to mankind in the 14th century where women would use handbags to carry money because pockets were not invented then. Later in that century, bags have quickly became a status oriented accessories carried by women to show prestigious status through handbag adornments. Bags then evolved to become wedding gifts, body fresheners and to hold food. It is during the Victorian era, more styles and fabrics were introduced due to the advancement of technology to make bags. The term handbag was developed in the 19th century. During early 1900s, handbags were made from leather to be used by both women and men as shopping bags for the ladies and briefcases for the mens. In 1930, shoulder bags, watches, clasp bags and clutches made their way into mainstream fashion. The bags were a form of art in conjunction of the Art Deco movement, which emphasized abstraction and new industrial materials, such as plastics and zippers. After World War II, economic prosperity propelled and handbags rose to become an iconic status and this is where design houses emerged, including Chanel, Louis Vuitton and Hermes. The handbag industry grew extensively from then and it is still growing until today.
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5MANSUR GAVRIEL
Singapore luxury market has displayed a strong growth over the years as luxury goods have become an integral part of Singapore lifestyles. Although Singapore was affected by the euro crises, the do-mestic luxury goods market has however showed resilience with a significant growth of 13.8% CAGR from 2007 to 2012. Designer apparels accounted for 26% of the Singapore luxury goods market.Some of the important factors fueled the growth of luxury goods market such as, increased of gross domestic production, inclining income levels, growing population of upper middle class people, urbanization upsurge, shifting social atti-tudes towards display of wealth and others. Apart from that, Singapore being an international free port resulted in the increase of luxury products sales over the years. This results in a higher spend-ings by tourists in Singapore in comparison to its neighboring countries. Many premium interna-tional brands are looking forward to expand their investments and presence in Singapore. Singa-
pore is female orientated when it comes to fashion conscious demographic according to Euromoni-tors report. Singapore women are able to spend more of their average annual per capital income of over US$20,000 in 2013 on personal appear-ance. Women of age 25-44 year old are the domi-nant market segment in womens fashion in Singa-pore, making it ideal for fashion brands to target young working adults. The climate and consumer attitude determine the nature of fashion demand in Singapore. The 3 most important components of fashion in Singapore are jewelry, outerwear and handbags according to the report. Female Singa-pore consumers are willing to trade up given the variety of price points and brands to attain exclu-sivity and quality products. In 2013, the report reveals that selective store openings, the use of sponsorships, online engagements and retail part-nerships appeal the most to Singapore consumers.
NOTABLE SHIFT IN THE LUXURY ACCESSORIES MARKET DEMAND
LUXURY MARKET TRENDS IN SINGAPORE
KEY PLAYERS
Studies show that a majority of Singapore consumers still uses luxury goods to reflect their status and prefer conspicuous, heritage brands as a priority. However, there was a notable shift in the luxury accessories market, especially handbags, with consumers increasingly demand for understated luxury rather than bags with heavily monogrammed brand logos. This is due to the rising sophistication in consumers preferences to seek for brands that differentiate themselves from the rest. Euromonitor shows that the luxury market in Singapore is highly concentrated as of 2013. The more affordable luxury brands,
Ralph Lauren, Louis Vuitton, Gucci, Burberry and Prada still contributed to most of the sales of luxury accessories due to the consumer familiarity with the brads. On the other hand, affluent consumers are investing in higher end luxury such as Chanel and Hermes that represents exclusivity, ultimate status and supreme product quality. The shift of consumers preference to understated luxury benefitted brands such as Bottega Veneta. As of 2013, luxury brands boutiques are accounted for the mass sales of luxury goods. The high unit price luxury goods allows consumers to touch and feel the product physically
at the boutique before committing a purchase. Therefore, luxury brand players focus on creating the luxurious shopping environment to further attract consumers interest to indulge in the whole shopping experience. Besides that, online retailing gained share in 2013. Private shopping clubs such as Reebonz, offers attractive discounts and installments plans to recruit a strong customer following. However, the products authentic still continues to be the main concern of many consumers when purchasing online.
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6 MANSUR GAVRIEL
COMPANY PROFILE
Mansur Gavriel started in April 2012 named after and founded by two innovative women, Rachel Mansur and Floriana Gavriel. Rachel Mansur graduated from Rhode Island School of Design for textile and has a passion for art. She went on pursuing her career in the art direction but ended up working several odd jobs, including dying dresses until the point where she started working for a start-up website and found her interest in business. As for Floriana Gavriel, she is a fashion design graduate herself, worked for Zac Posen as a stylist at New York and consecutively at Lanvin as a fashion designer. The duo met at a concert in 2010 and found out that they share a common interest in everything simple, clean but strong. They also realized how both of them admire Italian leather. Then, they went about to develop bags of their own. Bags that of clean cuts and beautiful stitches and of course, are made out from quality Italian leather. Due to the two are staying in different places, Rachel in Los Angeles and Floriana in Berlin, they communicated through email and made things work. In 2012, the cofounders met up in New York and started sourc-ing. Through many perseverance, they found an Italy company that specializes in have different color coated leather. Even though it is much cost effective to have the manufacturing in China, the duo con-sidered the carbon footprint in shipping the bags from China to Italy for the post-assemblage process, it is better to produce everything in the same place, Italy. In June 2014, they launched their first ever col-lection. They emailed buyers with images of the bags and went of trade shows and secured their accounts.
ABOUT THE DESIGNERS
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7MANSUR GAVRIEL
ABOUT THE BRAND
BUSINESS OBJECTIVES
PRIMARY TARGET MARKET SECONDARY TARGET MARKET
BUSINESS MODEL
Mansur Gavriel started up with two style of bags, a drawstring Bucket Bag in Fiamma Bucket Bag in Brandy bucket bag and a horizontal
tote. Both of the bags have a unique trait
that represents the brand, which is the
contrasted but complimentary colored
interiors. The bags are all designed
with clean stitches with minimal to no
hardware to compliment to bag, beside
the discreet tiny gold brand lettering.
The starting off price of the bags were
$495 for the bucket bags and $485
for the horizontal tote bags, it is of a
contemporary price point for a staple
bag. The bags were quickly caught on
bloggers, editors, street style stars as
well as celebrities, such as, Kristen Dunst,
Emma Watson and Miranda Kerr. The
fathom of the bags escalated with 100
percent sell through rate every time the
bag hit stores, even with the popular
stockists, including NetaPorter,
Barneys, Bergdorf Goodman, Colette,
Opening Ceremony and many more. s.
Besides that, Mansur Cavriel also created
another phenomenal bag, which is the
coated leather backpack in the Fall/
Winter 2014 collection. The initial styles of
the bags had a natural hues ranging from
brown and black and quickly expanded
to more colors to meet with the demands
and style preferences. The interior colors
grew from red and blue to metallic silver,
gold and other vivid colors. The prices of
their products are priced from $460 to
$950. The company is able to find success in targeting women who want lowkey
luxury in bags.
VISIONStarting with a beautiful material and letting the essence of that be the predominant design element. (Rachel Mansur. 2013, Personal interview with Steven Alan) MISSIONTo create something that will be beautiful now and beautiful ten years later, at a contemporary price point. (Rachel Mansur. 2013, Personal interview with Nylon Magazine)
USPThe main concept of the brand is to be all about the material, mainly Italian vegetable tanned leather and how the material itself compliments the shape and form of the bags.
The idea of designing bags come
of the designers themselves that
are constantly seeking for the right
bag, something that is simple but
definitely a staple. The cofounders think that it is almost impossible to
find an IT bag that are not $1500 and above. That fueled their passion in
creating something that everyone
would and now love and afford. The
designers revealed that they are not
interested in keeping up with the
trends but to just have make their
products the right way.
The cofounders are high on quality
controlling their designs. The brand
currently works with only one factory in
Italy for manufacturing and production. The
company is still still in process of expanding
their from their six full time employees
based in NYC. Due to its growing fan base,
the company has the luxury of saying no, to
some wholesale orders so that the quality
of their bags would not diminish. Up till
today, the privately owned company have
launched their very own online retail, www.
mansurgavriel.com on June 2014 that allows
customer to customize the interior color of
the brand on their twotoned bags.
Mansur Gavriel targets women primarily of aged 25 - 34. Middletoupper
middle class Qualityconcerned
Minimalist Seeksfortimelessness Appreciatesversatility Moderatespend-
ing power on luxury goods
Mansur Gavriel has a secondarytargetmarketofwomen aged 25 and below. Socialite/bloggers Activelypursuing
fashion trends Hasapersonalincome
or strong family background
FashionEnthusiasts
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8 MANSUR GAVRIEL
COMPETITORANALYSIS
BEING THE NEW PLAYER IN THE INDUSTRY, MANSUR
GAVRIEL THE BRAND ITSELF ARE PUT AGAINST DIFFERENT
COMPETITORS IN THE FASHION MARKETPLACE. BESIDES
THAT, BEING A NICHE BRAND, MANSUR GAVRIEL HAVE
GAINED EXCEPTIONAL POPULARITY ACROSS THE
COUNTRIES AND OF COURSE, IN SINGAPORE AS WELL.
SINGAPORE AS A WELL ESTABLISHED AND FAST PACED
ADAPTIVE COUNTRY, SINGAPORE CONSUMERS CONSIST
OF THOSE WHO HAVE BRANDS THAT THEY STAY LOYAL
TO AND THOSE THAT ARE STILL ACTIVELY SEEKING FOR
THE BRAND THAT APPEALS TO THEM THE MOST. THESE
BRANDS ARE DEEMED TO BE COMPETITORS OF MANSUR
GAVRIEL IN TERMS OF AESTHETICS RESEMBLANCE
OR MARKET SHARE IN SINGAPORE. COMPETITORS OF
MANSUR GAVRIEL IS CATEGORIZED INTO TWO, NAMELY,
ITS DIRECT COMPETITORS AND INDIRECT COMPETITORS.
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9MANSUR GAVRIEL
Status anxiety was founded in 2005 from Sydney, Australia. Status Anxiety is named to mock the unquenchable desire of the society to show status, especially though fashion products .Their brand aesthetic is to show simplicity and durability in designs through premium leather ranging from high grade Italian, French and New Zealand leather. Status Anxiety is available online and in stores through retail stockists. The official website of Status Anxiety is statusanxiety.com.au which is based in Australia but still take on international orders and shipping. Their products can be found in over 400 fashion boutiques internationally. Status Anxiety claims that their appeal might be broad, but are not for the masses shows that they facilitating towards a niche market instead of the mainstream.
DIRECT
COMPETITOR
VISIONTo create an aspirational cult regardless of status that priorities functionality and the simplest form of design without the need for lavish branding.
MISSIONCreating timeless and classic pieces with the best quality and durability at reasonable prices.
USPEmbodying individuality and encourage personal expression through staple products made from the finest quality.
TARGET MARKET
Female&Maleaged20-35 years old. Workingclass Artists/AvidTraveller Non-conformist Nottrendfollowers Preferspractically Functionoverstyle Urbanllifestyle Organized Wantstomakesure
they are getting their
moneys worth when theymakeapurchase
Individualistic/unconventional
Seeksforluxuriousquality without concerning brand names
Enjoysquietgathering&coffeewithfriendsalike
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10 MANSUR GAVRIEL
Founded in 2011, Building Blocks is an L.A. based design studio producing fashion accessories. The brand is founded by two sisters, Nancy and Kimberly Wu. The two sisters started off working corporate design jobs, Nancy in Nike and Kimberly at Honda. The two grew tired and opted to do something more creative and more for their personal interest. It was Kimberly who started collecting materials and making her own bags and blogging about it. It then quickly gained interest from friends and avid readers that requested to get the bags for themselves. The two sisters then quit their day jobs and joined forces together in an L.A. studio. The both of them are tired of fast fashion and trends that flashes by so quickly and decided that basic is what works best. Their designs came mainly from themselves, by designing what they would like, personally, and suites their needs. The concept of their designs is to strip down everything to the very basic form of it, hence the name Building Blocks, like how shapes slowly build up to something entirely different. For instances, a duffle bag would have the shape of a cylinder and a briefcase would have the shape of a rectangle. Their products are made available through stockists in 10 countries and also their official e-commerce, building--blocks. com.
DIRECT
COMPETITOR
VISIONTo clear away conventional standards of luxury by magnifying what is essen-tial and editing out excess.
MISSIONTo create fashion accessories that focuses on the idea of simple utilitarian materials, shapes and forms.
USPEncompassing the philosophy of starting from the square one and finding inspiration from there.
TARGET MARKET
Femaleconsumerfromage20-35yearsold. Workingclass Artstudent/
Photographer Independent-minded Prefersfunctionover
style Organized Minimalist Metropolitanlifestyle Optforthingsthatare
light and easy to carry Appreciatesstructures
and forms Effortlessandclean
lifestyle Unbiasedinmaking
purchase decisions Enjoythesimple
pleasures in life Takespleasurein
reading and blogging
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11MANSUR GAVRIEL
Longchamp is a classic fashion accessories powerhouse that started in 1948 by Jean Cassegrain and now owned by his son, Philippe Cassegrain. Longchamps production capital is based in France by using leather sourced from France, Italy and Uruguay. Longchamp capitalizes on affordable luxury fashion market and have value of approximately 1.1billion Euros according to Forbes. As of 2012, Longchamps sales were 454 million Euros, an increase of nearly 75% sales from the year 2009. According to French newspaper La Croix, only 30% of Longchamps revenue comes from its home country of France. An additional 30% is from the rest of Europe, the Middle East, and Africa, with 25% in Asia and 15% in America. The revenue growth of Longchamp comes from their persistency to sticking to their affordable prices and expanding store locations. In 1993, the infamous Le Pliage foldable bags become the most popular line of Longchamp bags until today. Longchamps official storefront is made available in over 80 countries, online through its official e-store in select countries and in department stores
INDIRECT
COMPETITOR
VISIONTo remain the consistency of the brands timeless image.
MISSIONTo provide luxury and versatile fashion goods that are offering value for money.
USPVersatility and functionality of the leather goods.
TARGET MARKET
Male&Femaleagegrouprangingfrom18-40yearsold. Workingclass/
Student Traveller Prefersversatility Demandforvaluefor
money Optforthingsthatare
light, easy to carry and store
Goesfortimelessandeffortlesspieces
Preferstoshopforthings that are easily accessible
Conformist Urbanlifestyle Activeandfast-paced
lifestyle Spendsmostofthe
time traveling or working
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12 MANSUR GAVRIEL
COS, meaning Collection Of Style is a brand under the H&M group launched in the year 2007. COS offers more classic designs and higher end materials adding to the H&M retail mix to compete with higher-end retail, like Zara. There are currently 75 COS stores worldwide as of 2013 and it is still expanding to 40 more storefronts in the coming years. The expansion of COS have fueled the companys sales by an increase of 11% compared to the previous years. In 2013, revenue generated rose to 32 billion kronor, which is an increase of 22% profile. The sister line also aids to target a more mature market to balance out H&Ms end of the market position. COS is available in 20 countries but only retails online in the European market.
INDIRECT
COMPETITOR
VISIONTo position the H&M Group to a higher end of the fast fashion apparel market.
MISSIONTo create minimalist, modern and understated quality basics designs without the luxury price tag of designer brands.
USPConcept of style over fashion by creating fashion pieces that combines fuses both classic and modern essences.
TARGET MARKET
Male&Femaleaged25-35 years old. Workingclass Familyorientated Confident Individualistic Preferssimplicityand
muted colors Modernminimalistic
lifestyle
Paysattentiontodetails
Seeksforhighstreetfashion at more affordableprices
Urbanlifestyle Enjoyssocializingover
coffeeandspendingquality time with family&friends
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13MANSUR GAVRIEL
Zatchel is modern handmade British accessories brand founded in 2011 as a joint venture by director Dean Clarke and business partner, Brian Brady. The company act a manufacturer to its own productions on traditional leather goods that offers fun and the latest fashion stylings in equal measure. The classic satchels created by Zatchel are a form of trend reboot for the 21st century. The brand has quickly grown to become a go-to brand for leather accessories for both men, women and kids in a variety of colors and finishes. Zatchels currently has an international reach through own brands retail, wholesale and online sales. Zatchels stockist list spans through Japanm Philippines, Australia, Singapore, USA, China, Canada, Russia and Europe and often featured in Grazia, Company, Cosmopolitan, Instyle, as well as being worn by celebrities such as Jessie J, Alex Jones, McFly and Eliza Doolittle. ( Zatchels, 2011 )
INDIRECT
COMPETITOR
VISIONZatchels aim and continued philosophy is to design and create high quality leather bags and accessories in England. ( Dean Clarke. 2013, Personal interview )
MISSION To elevate Zatchels to be known as the classic British brand, with global recognition for the high quality and the versatility of its collections. ( Dean Clarke. 2013, Personal interview )
USPTruly British leather accessories label, with every piece being designed and manufactured in England using traditional manufacturing skills. ( Dean Clarke. 2013, Personal interview )
TARGET MARKET
Male&Femaleaged15-30years old. Middleclass Professionals/students Familyoriented Artistic Inneedofpracticality Lovespersonalizations
Appreciatesqualityand craftsmanship
Seeksfortimelesssimplicity with a modern essence
Urbanlifestyle Strongappreciation
for leather
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14 MANSUR GAVRIEL
Product Price Place (distribution to Singapore)
Promotion
Mansur Gavriel For Women Only
(selected products
customizable)
Tote bags
Backpacks
Bucket bags
Clutches
Price Range: $600 - $1300
mansurgavriel.com
Stockist :
net-a-porter.com
ssense.com
openingceremony.us
shopbird.com
Featured in
fashion magazines
Exclusive editions
132k followers on
Instagram
Customization
Direct Competitors
Status Anxiety For Men & Women
Pouches
Wallets
Sling bags
Duffel bags
Backpacks
Price Range : $50 - $400
statusanxiety.com.au
Stockist :
The Editors Market
Robinsons
Benjamin Barker
Isetan
Tangs
Yacht21
Promotional video
16k followers on
Instagram
Building Blocks For Women Only
Sling bags
Duffel bags
Tote bags
Bucket bags
Rucksacks
Wallets
Bag accessories
Price Range : $100 - $1500
buildingblocks.com
Stockist :
Club21
Nana & Bird
Featured in art
magazine
Artist collabo-
rated projects
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15MANSUR GAVRIEL
Product Price Place (distribution in Singapore)
Promotion
Indirect Competitors
Longchamp For Men & Women (selected products customizable) Womens bags
Mens bags
Small leather
goods Luggage and
travel bags Tech accessories
Shoes
Ready to wear
Price Range : $73 - $2200
Longchamp official
flagship stores :
Paragon
Changi Airport
Ion
Marina Bay Sands
Departmental stores : Takashimaya Isetan
Designers & artists
collaborations Promotional video
campaign 104k Instagram
followers
COS For Men & Women Menswear Womenswear Childrenswear Accessories Jewelry Shoes
Price Range : $9 - $400
COS official storefronts :
Ion
Westgate
Promotional video
Art installation
collaboration 117k followers on
Instagram
Zatchels For Men , Women and Kids Satchels Tote Bags Sling bags Backpack Clutches Luggage Tags iPad Cases
Price Range : $95 - $500
Online stockist doorstepluxury.comDepartmental stores : Robinsons Tangs
Lifetime guarantee on bags
Personalize engravings
Special editions Pop up stores
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16 MANSUR GAVRIELC
OM
PE
TIT
ION
From the analysis and comparison, both Status Anxiety and Building Blocks share asimilar aesthetic and concept as Mansur Gavriel, by promoting simplicity and quality with affordable pricing in comparison with contemporary luxury brands but still ableto provide customers with opulent quality of worth. Mansur Gavriel has gained its popularity throughcelebritiesandbloggersravingaboutthebagsandithasquicklybecametheITbagin2014.However, itsexposure inSingaporestill remainedscarcedueto its lackofpromotionaladvertisinginSingaporeandalsotheAsiaMarket.Besidesthat,theaccessibilityofthebrandisalsohighlylimitedandthus,limitingitsawarenessfromthepublicseye.AsforStatusAnxietyandBuildingBlocks,bothbrandseventhoughhave littlerecognition,havephysicalproductsfordisplayandmadeavailableforpurchaseinSingaporeandhencegainingthemselvesanichemarketamongSingaporeans.
Asforindirectcompetitors,LongchampischosentobeoneofthecompetitorsbecauseofitsmassmarketshareinSingapore.Thebrandiswellknownonitsownanditisalmostanecessityfor every woman to own one of its durable and versatile nylon bag whether if its a handbag or atravelbag.Eventhoughitisdeemedtobeamainstreambrand,everyonewouldstillthinkofitasaclassicandabagthatwouldnevergooutofstyle.Longchampcertainlyhaveitsvisiblemarket in Singapore.The following indirect competitor would be COS. COS has gained itshypeinSingaporewithitsminimalmodernismstorefrontthatattractedalotofyoungstersandprofessionalstovisit.Itsqualityandsimplicityindesignshavewontheheartsofmanyshopperstobecomeafrequentbuyer.ThereasonofchoosingCOSasacompetitoristheminimalistdesignof their products and of course, their bags. Given the devotee of the brand itself, they would opt forCOSsbagswhenminimalismcomestomind.BesidesthatZatchels isoneof the indirectcompetitor of Mansur Gavriel because both brands share the same prime focus of leather in their products.ZatchelshavealsobecameoneofacultfavoritesbySingaporeconsumerswhichmakesthe brand a competitor of Mansur Gavriel.
Inconclusion,MansurGavrielhasdefinitelybecameastapleinmanystyleenthusiastsbuthaveyettopenetrateintotheSingaporemarketthatcouldpotentialincreaseitsrecognitionandsales.
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17MANSUR GAVRIEL
MARKETPOSITION