28th Oct: Initial line plan due
incl. Journal
For customer: Places to visit etc.
Mission Statement
Le Boudoir Vert is a loungewear and lifestyle brand with products are made from 100% organic materials by artisans who go by the most environmentally friendly practices, creating products which are not only beautifully precious, but are sustainable pieces that you can treasure and pass beyond generations.
Target Customer
Age: Core 30 - 45 Secondary 18 – 55
Occupation: Journalism, Non Profit Organisation, Government, Travel
Salary: $50,000k +
Personality: Curious, Aware, Friendly
Interests: Reading, Gardening, Travelling
Favourite Movies: Out of Africa, Annie Hall
Favourite Books: To Kill a Mocking Bird, Barefoot Contessa Cookbook
Our customer knows what she wants, is decisive, intuitive and is anything but frivolous, but knows how to spoil herself adequately. She buys pieces which are trans-seasonal, core pieces which she can mix and match from season to season. She is a career woman, but also a mother; and these pieces are made in mind to be trans-generational also- i.e. the mother would wear in for loungewear and the daughter would mix and match to wear out in layers at night.
Competition/Targeted Retailers
The competition is divided into two scopes: Sexy/Chic, Low Price/High Price.
We view our price range as being between Elle Macpherson Intimates (Chemise $190) and Stella McCartney Lingerie (Chemise $275) - and our image on the scale of Chic to Sexy as being between Vera Wang intimates and Myla of London.
We anticipate to retail our products at the following places:
Online:
- Own e-Store
- Net-a-porter
- ShopStyle by Neiman Marcus
Department Stores:
- Neiman Marcus
- Barney's
- Sak's Fifth Avenue
Stores:
- Jeffery, New York
- Intermix, U.S.A.
- Matches, U.K.
- Belinda, Sydney
- Colette, Paris
- Merci, Paris
- Harvey Nichols, Hong Kong
- Opening Ceremony, Tokyo/New York
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