mosaic spring / summer 2013
DESCRIPTION
Mosaic Franchise Presentation Spring / Summer 2013TRANSCRIPT
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BRAND OVERVIEW
For Franchise Partners
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BALTIKA GROUP
• Fashion retailer
• Five retail concepts: Monton, Mosaic, Ivo
Nikkolo, Baltman and Bastion
• Five retail markets: Estonia, Latvia,
Lithuania, Russia, Ukraine
• 2013: 113 stores, including 97 brand
concept stores and 19 multibrand stores
• Vertically integrated business model
(Group controls all stages of the fashion
process: design, manufacturing, supply
chain management, distribution/logistics
and retail sales)
• Over 1200 employees
• www.baltikagroup.com
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MOSAIC BRAND
• Mosaic was launched in 2006
• New brand visual identity and store concept in 2011 in co-operation with international agency Dan Pearlman
• Mosaic collection is sold in 132 stores:
• 34 concept stores
• 19 Baltika Group multibrand stores
• 79 stores through wholesale partners
• Main wholesale partners are Peek & Cloppenburg, Stockmann and Tallinna Kaubamaja
• 2011 retail sales: 15.5 mln EUR
• Central logistics centre is located in Tallinn, Estonia
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MARKETS PORTFOLIO IN BEGINNING OF 2013
Retail and wholesale regions by stores
Region
Retail
stores
Wholesale
stores
Grand
Total
Baltic states 23 24 47
Russia & CIS 11 27 38
Western & Eastern
Europe 26 26
Grand Total 34 77 111
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BRAND POSITIONING
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BRAND VALUES & STATEMENT
Values
• Welcoming
• Comfortable Elegant
• Joyful
• Confident
• Reliable
• Relaxed Urban
Statement
• Mosaic is an international brand for women and men, who are
practical and family-centered and have a need for
uncomplicated and reliable fashion for work and for leisure in
the city and outdoors
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TARGET CUSTOMER
Customer profile
• Women and men
• Mindset 35+
• Has an average income
• Work as specialists, middle level managers or civil cervants
• Family-oriented
• Values traditions and is socially active
• Practical and needs based buying behaviour
• Wants to look elegant and stylish, prefers clothes that make him/her look younger
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FINANCING
Shop 100 м2
Investment on equipment 0 - 25,000 (250/м2) EUR
First intake EXW 20,000 EUR
Replenishment of 6 months 67,000 EUR
Marketing fee 10,000 EUR
Total 97,000 - 122,000 EUR
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COLLECTION
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COLLECTION KEYWORDS
• Practical
• long-lasting and easy to
combine styles
• Fashionable & Elegant
• understandable trend lines
and details for Mosaic target
customer
• Quality
• based on the product
longevity as well as value
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PURCHASE PLANNING & QUALITY MANAGEMENT
Brand will prepare a product collection for each store based
on the following criteria:
• Shop size and agreed sales potential
• Agreed departmental and category sales mix
• Profile of the store (formal / casual and fashion stance)
• Seasonality of the location
• If needed, replenishment stock service can also be offered
(subject to availability)
• The allocation will be sufficient to cover the agreed sales
potential at an agreed level of sell through and discount
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SEASONAL
MARKETING MATERIALS
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OVERVIEW
• For every season we produce following materials that are used in different marketing and PR materials:
• Image photos
• Autumn/winter & spring/summer
• Catwalk photos
• Product photos
• Stylebook
• Helps shop personnel to make layout and window sets
• Web page
• Social media
• Video clip of image photos photoshooting
• Clip with seasonal image photos
• PR materials:
• Pressroom in English enables to download all image, catwalk and product photos and contains also illustrated trend texts
• Press releases and press event support
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IMAGE PHOTOS
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CATWALK AND PRODUCT PHOTOS
*These are just some examples!
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MOSAIC-FASHION.COM
• Updated 4 times per year, twice in season
• In 6 different languages – EE, LV, LT, UA, RU and EN
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LOYAL CUSTOMER E-MAIL
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SALE E-MAIL
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FACEBOOK.COM/MOSAICFASHION
• MOSAIC is active in Facebook
• Spring/summer fashion show was shown in live to
Facebook fans on MOSAIC fanpage
• The channel enables to give quick information about new
arrivals and bring clients more closer to the brand
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INSTORE COMMUNICATION
• Brand uses instore communications to communicate
collection mix&match possibilities and good
prices/special offers
• Mosaic SALE communication is red
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SALE MATERIALS
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SHOP DESIGN
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SUMMARY & CONTACT
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BRAND STRENGTHS & BENEFITS
• Design-led collections
• Strong formal wear collection and easy to wear and
combinable smart casual collection
• Attractive entry prices
• Wide size range and good fitting
• Strong quality control
• Contemporary shop design concept
• Long-term experience in working on international markets
• Continuous brand development
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HEAD OFFICE
AS Baltika
Veerenni 24
EE-10135 Tallinn, Estonia
Tel +372 630 2731
Fax +372 630 2814
www.baltikagroup.com