presentation for potential investor :: global brand alja viryent ::
TRANSCRIPT
The story………of the brand name A. Viryent begins with the family tradition of manual shoemaking. It stems from an old shoemaker’s workshop, where handmade shoes have been crafted since 1919…
The idea of naming the brand “A. Viryent” originates from a family
tradition of manual shoemaking. At the beginning of the
nineteenth century, Bartholomey Viryent, one of Napoleon’s
soldiers, came to Slovenia. The first of his grandchildren became a
cobbler and in 1919 passed on the secrets of the cobbling trade to
his son Jakob Virjent, Alja's Viryent great grandfather. Jakob then,
in turn, passed the knowledge gained to his son Rado, Alja's
grandfather. Rado Virjent completed the school for cobblers in
Maribor and proceeded to make handcrafted shoes for many
decades, all the while meticulously perfecting and honing his skills.
It was in her grandfather’s workshop, under his careful
guidance where Alja learned the art and craft of handmade
shoemaking.
She is the best known shoe designer in Slovenia. She
creates her art footwear under the brand “A. Viryent”, a
name which goes back to her great-grandfather Jakob
Virjent, who was a shoemaker and had French ancestors.
There are not many women working as shoe makers, but
Alja Viryent's handmade shoes are a labor of love, and a
vocation. It’s a continuation of her family tradition that
has called her to to this profession.
Ms. Alja Viryent
Combining her family’s rich tradition with the knowledge
she gained while studying at the Design Department of
the Academy of Fine Arts and Design in Ljubljana (where
she graduated in November 2004), she started a company
of her own. The name “A. Viryent” is therefore as much a
tribute to her family and her grandfather in particular, as
it is a contemporary lighthouse whose radiance promises
unique and thoughtful shoe craftsmanship of the highest
quality.
Ms. Alja Viryent
Words about the brand
A. Viryent is a brand of luxury, uniquely designed shoes,
which are handmade following old shoemaking tradition
and its secrets. The shoes are professionally designed
because the entire manufacturing process is under careful
supervision of a designer. They are made from the highest
quality natural materials, which are gentle on your feet.
They are comfortable, elegant and fashionable.
Mission Statement
More than 90 year tradition of slovenian cultural heritage
and contemporary design is combined in handmade shoes
by A.Viryent Company. The softness and comfort of our
masterpieces make our demanding customers experience
most precious moments of their lifes.
- to have own manufacture for making LTD collections of shoes and the traditional workshop for custom-made shoes with a steadily growing number of highly-skilled shoemakers, dressmakers, tailors and designers.
- We focus on the creation of luxury shoes for special events such as weddings, Communions, proms, gala balls, or NYE parties. (niche trendsetter)
- Our vision also includes own shoemaking school with an advanced development department with top designers, capable of developing new state-of-the-art shoes, making researches using new technologies incl. 3D laser scanning etc…
Vision
- The company’s major attention goes to customer service, the idea of best fitting of unique shoes, and the process from the order to the delivery. In our vision, we pay personal visits to our top customers, located world-wide, to establish an individual, personal approach.
- Our company’s approach to corporate social responsibility is exemplary, and we tend to reduce the impact on the environment associated with waste. We‘ll take a full responsibility for all our ragged shoes. They will be used in the recycling process as renewed energy.
- Our company actively engages in charity events to help people, particularly children in need.
Vision
The mission of the Alja Viryent brand is to become:
• a globally recognisable brand of hand-made luxury shoes
• a synonym for tradition,
• a synonym for individual approach,
• a synonym for comfort,
• a synonym for quality,
• a synonym for modern design
• and the best example of corporate social responsibility.
The Current Team
• key management
CEO and creative director Ms. Alja Viryent
Marketing manager, Mr. Uros Novak
Senior advisor, Mr. Sašo Satler
PA and PR, Ms. Bojana Virjent, PhD
Opportunities :: A.Viryent shoes ::
:: Problems with finding the right shoes ::
- size and shape of the feet
- durability and extreme comfort
- matching color with wedding/evening dress
- uniqueness of the shoes on the events
• advantages of private orders and custom production
• hi-end design, precious materials
• matching accessories which can change the purpose of the
shoes
Advantages
• extensive experience in working with clients
• communication skills
• ability to identify individual needs
• know-how of a different fashion stlyes acoording to personality and life stlye
• fashion trend awareness
• attire protocol awareness
Market Summary
• CURRENT MARKETSSlovenia 95 %
Austria 3 %
Other countries 2 %
• MARKET SHARE (custom made shoes)Slovenia 70 %
Costs :: Pricing
• GTH collection / 1st production 4000 pairs (Slo market)
Production price app. 35 eur + VAT
Retail price app. 110 eur + VAT
• Custom made shoes (Slo market)
Production price app. 597 eur + VAT
Retail price in our showroom from 1.000 eur + VAT
Sales Summary :: Slo market• GTH collection ( 2009, 2010, 2011, 2012)
• 2.500 pairs / year
• Custom made shoes from 2006 to 2013
• app. 200 pairs / year
Competition (worldwide)
http://www.berluti.com/http://santonishoes.com/http://www.johnlobb.com/http://www.johnlobbltd.co.uk/main/main.htmhttp://www.church-footwear.com/http://www.gjcleverley.co.uk/http://www.taylormadeshoes.co.uk/http://www.thelondonshoemaker.co.uk/http://paulthomasshoes.com/content/bespoke01.htmhttp://www.jmweston.com/http://www.edwardgreen.com/flash/index.htmlhttp://www.anellodavide.com/http://www.carreducker.com/pages/bespoke.htmhttp://www.marioherzog.com/index-slovenian.htmlhttp://www.alessandroteri.comhttp://www.anitamoser.chhttp://www.carolinegroves.co.ukhttp://www.georginagoodman.comhttp://www.raejones.co.ukhttp://www.tandfslackshoemakers.comhttp://www.tdhcouture.com
Alja Viryent :: Global Expansion ::• 3 components:
- THE IDEA (Business concept)
- KNOWLEDGE (shoes / global strategy and luxury market trends)
- FINANCE (value of the investment, …)
The Idea :: Business Concept ::
4 collections (all collections are timeless and fashionable)
• Black collection for business and evening occasions
• White collection for weddings
• Special LTD collections (Idrija Lace collection, Shoeccessories collection and others)
• Private collection (unique pieces from exclusive, rare materials, custom made shoes….)
:: It's a completely new concept of a women’s footwear, shoes with exchangeable fine jewellery.The concept is a basic shoe collection with the shoes characterized by a rounded clasp detail on the back of the shoe. With this clasp women can easily accessorize and spice up their shoes and change their walk following the latest trends. With one pair of shoes and different jewellery women can have a million different styles….
:: Shoeccessories collection ::
The Idea :: Business Concept ::
All collections will be named with name Alja Viryent with the name of the collection.
1. :: Alja Viryent Black collection, Alja Viryent White collection,…..
- Big / small sizes, range of a different width
- Technology and production ( Peko Slovenia or other factory in former Yugoslavia, after 1st year own manufacture)
The Idea :: Business Concept ::
2. :: LTD collection Shoeccessories ::
- Concept / engagement shoes (idea of the collaboration with
one of the famous brand as Tiffany )
- Technology and production ( Peko Slovenia or other factory in former Yugoslavia, after 1st year own manufacture)
The Idea :: Business Concept ::
:: Custom made shoes ::
- Concept (prototypes / inshop corners / client choose his model,
material, color, shape of the heel… / person who takes masurments)
- Tehnology and production in our own workshop
Concept details
• Member club / member only concept
• Private collection (unique pieces from exclusive, rare materials….)
• All shoes will be numbered and produced as unique pieces (the book of our private customers)
• Orders: - corners / measurement taken from assigned person and/or
- private visits (Alja)
:: Costs ::Shoeccessories Collection
Development of the collection
24.000 eur
Leather and small material 23 eur
Soles 45 eur
Rounded clasp (silver) 107 eur / pair
Work per pair 20 eur
Packaging 15 eur
TOTAL 210 eur/pair
Jewellery (woven silver) 160 eur / pair
:: Costs ::Black or White Collection
Development o1 model/different colour
10.000 eur
Leather and small material 28 eur
Heels and soles 12 eur
Work per pair 20 eur
Packaging 17 eur
TOTAL 77 eur
Minimum order 250 pairs / one model / different colour
Costs :: Pricing
• Custom made shoes (global market)
Production price from 597 eur + vat
Retail price 5.000 eur up / all prices upon request
Development of one pair 100 eur
Custom made lasts 150 eur
Leather and small material 56 eur
Packaging 58 eur
Shoe trees etc… 33 eur
Work per pair 200 eur
Perosnal visit and consulting Depending on customer
TOTAL From 597 eur/pair
Roll-out Process
METHODS
• Corporate store network
• Regional franchise
• Distribution concessions
• Wholsale to retailers
– Traditional (dept stores)
– Speciality (weding/fashion expos)
– Exclusive (fashion houses)
– Events (Award shows)
• Online retailing (8% only)
– 3% of all luxury goodss
– 2/3 full price, 1/3 off price
Roll-out Process
KEY MARKETS
• Middle East (10% - 25%)
• North America (10% - 20%)
• Europe (10% - 15%)
• Asia (5% - 8%)
• South/Central America (4% - 5%)
Roll-out Process
GLOBAL LUXURY MARKET TREND
• Global luxury retail market : 200 bilion eur in 2012
• The market is expected to increase by 6% to 212 bilion eur in 2013, in 2015 to 250 bilion eur
• Performance trends of selected key retailers:
– Gucci +23% YTY
– Hermes +18% YTY
– LVMH +16%YTY
– Botega Venetta +34%YTY
– YSL +32%YTY
Roll-out Process
GLOBAL MARKET SHARE
- Europe 36%
- Americas (North and South) 30%
- Asian Pacific 19%
- Japan 10%
- Middle east/rest of the world 5%
Roll-out Process
TIMING AND KEY RETAILERS
1-5 YEARS
- Europe ( Sportina, Mass, LSAG, Porto Montenegro, London, Serbia)
- Azerbaijan, Baku
- Russia
- USA (Neiman Marcus, Saks 5th Ave., Nordstorm, Barneys NY, Bergdof Goodman, Henri Bendel)
• Middle East (UEA…)
Key Customers
- People who can‘t find the right shoes (size and shape of the feet)
- Basketball players
- People who are all day on their feet (business)
- Special shoes for weddings
- Luxury shoes (private customers with special needs)
Key Customers acc. Collections:: women ::
OUR CUSTOMER for business collections- She is from 35 to 55 years old
- She has a sense for elegance
- Working in business, all day in her high heels
- She has small or big size feet
OUR CUSTOMER for wedding collections- She is form 25 to 35 years old
- Want‘s to wear something special
OUR CUSTOMER for evening collections- She is from 35 to 55 years old
- Want‘s to wear different styles
- Working in business, all day in her high heel shoes
- She has small or big size feet
Key Customers
OUR CUSTOMER (men)- He is from 35 to 60 years old
- He has a sense for elegance
- Working in business, all day in his shoes, have sweaty feet
- He has wide feet or big size feet
Promotion :: activities ::
• Fashion weeks
( Who's next 3rd-6th of July 2014 ( Fasion week Paris ) )
• High heel partys
• Movie Sex in the city 3
• Collaboration with Mr. Gavin Rajah, fashion designer
Goals and Objectives:: first steps ::
• Finalizing all prototypes :: till May 2014
• Visiting potential buyers with presentations of collections
( Sportina and Mass - Slovenia, LSAG – Austria, Porto
Montenegro - Monetegro, Belgrade – Serbia, Baku – Azerbaijan,
Gavin Rajah - London) :: May, June 2014
• Prezentation for buyers on FW Paris – who‘s next :: in July 2014
• Development of all ordered shoes :: August 2014
• Order all materials :: September , October 2014
• Coordination and production :: November, December 2014
• Collections ready to be delivered to buyers :: January 2015
Financial Plan:: proposal of the first injection of capital::
• Costs of prototypes (production and materials) :: 45.000 eur
• Costs of aditional promo materials (web page, catalogues ets…) :: 16.000 eur
• Costs of salary and other costs for 12 month :: 36.000 eur
• Visiting fair Bologna, and other supliers Italy (selecting materials) :: 3.000 eur
• Costs of visiting potential buyers :: (5x 6.000) 30.000 eur
• Costs of presentations of collections :: (3x 6.000) 18.000 eur
• Costs of prezentation for buyers on Who‘s next :: 22.000 eur
• ____________________________________________________________ total : 180.000 eur
• Development of all ordered shoes :: need to be calculated
• Costs of all materials :: need to be calculated
• Costs of the production :: need to be calculated
Financial Plan:: need to be negotiated ::
• value of the next investment
• financial model and pricing assumptions
• opening of a new company
• ownership shares
Resource Requirements
– Personnel ( we suggest a new team )
– Technology ( Peko factory, Slovenia )
– Products ( All collections )
– Distribution ( finding right buyers, distributors )
– Promotion ( fashion weeks, private presentations etc… )
– Finances ( negotiable )
– Services
The New Team
• key management
CEO and creative director Ms. Alja Viryent
Managing director, Mr. Uros Novak
Senior advisor, Mr. Sašo Satler
PA and PR, Ms. Bojana Virjent
Marketing manager, (suggested from the investor)
CFO manager, (suggested from the investor)
Web/graphic design and online communication Ms. Urša Velkavrh
Head of retail strategic planning Mr. Tom Leung
Advisor for North American market Mr. Jovica Perovič
Production manager Mr. Nisvet Hadžizulfič
With great honour and respect to our rich family tradition we believe in our product. It is our absolute responsibility striving to achieve our vision.
All these years we were following our mission by creating special feelings in our customers lives and working hard to make them unforgettable.
A. Viryent:: Global brand ::