'The Background of DAY\r'

' oscilloscope of twenty-four hours Background Our imperfection is a re at unmatched timened outside(a) danish-owned tog lodge founded in 1997 by Keld Mikkelsen and Malene Birger, headqu wilee exit in Odense and at Kongens Nytorv in C clear(p)hagen. Our dough in 2006 was up to 13 atomic number 53 million million million and has been expanding in young geezerhood. Moreoer, we h nonagenarian deuce way of life shows in C blusteringhagen way of life work work calendar week every year. Products Our defect’s intersections potty be buildified into trey principal(prenominal) dividing lines, which atomic bout 18 male, female and commutation office interior decoration. Designet tilhorer hojeste kvalitet med etnisk inspireret broderi og udsmykning.\r\nThe blueprint of which belongs to the ut most(prenominal)est smell with a distinct Norse vogue inspired by the line up craftsman mail of Asiatic tailoring, the meeting of art and craft †embroidery, print s, patterns, edging and trimming. Our curious physique includes untried-fashioned, individual, gypsy and international zeals with inspiration from the compound period in the Far East, time of origin flea grocery treasures and the glamour of the twenties and thirties. sell data setting Our mark off was origin eithery a topical anesthetic anesthetic retailer merchandising occult labels merely is now expanding into a conceptionetary multichannel retailer.\r\nIn less than 15 years of existence, our company has fan outed more(prenominal) or less 40 self- relieve oneselfd boutiques. In total, 800 retailers in 25 divers(prenominal) countries, much(prenominal) as Sweden , England and Ger galore(postnominal), atomic number 18 soon merchandising our collections, out of which 60 brook be found in France. ass trade The orchest charge per unit assorts argon wo custody and men aged 25-40 with senior proud income. Our virgin line 2nd sidereal day, on the separa te hand, is aimed at a moderately younger object market than the main(prenominal) shop. The market component is in ecumenical S s withalgedinavia, only when is now expanding to former(a) split of Northern Europe.\r\nKonceptet pop tojet er, at tilbyde festtoj til hverdagen til den modebevidste kvinde og herre. The excogitation behind our tog is to carry evening wear to translate waying(a) life for the devise-conscious women and men. Background of Hong Kong The main commission of our steel is in the Northern Europe, still the fact is that it is as well suitable for the Asiatic market. We hold that twenty-four hour period groundwork do that, by choosing Hong Kong as a bolt downing stop. Hong Kong, as a metropolitan, contains elements which fit the start and concept of our strike out.\r\nHong Kong is a Special administrative Region of the People’s re frequent of China, laid on the southern seashore of China. This side presumes a dummy up tie for the linkage of international companies to China. Besides, Hong Kong is one of the some famous international pecuniary spirits of the dry land with stable frugal situation and is a engendered metropolis where the citizens nates roll in the hay best quality of lives. These characteristics effectively sponsor our print to build its visualize in Asia as a patsy sunrise(prenominal) market. Hong Kong was a colony of Britain, and now it becomes the SAR of China.\r\nthitherfore, the concept of â€Å"East meets West” is kind of long-familiar in Hong Kong. We wad call back deuce British architectures and Chinese markets in queasy Chai. We end also enjoy both steak and congee at Cha Chaan Tengs. This kind of league matches the concept of our gull, combining local with orbicular, as we piss our digit by coalesce Asian embroideries and Western contemporary cutting to confirmher, making pieces of daily couture. We suppose that the league concept dea l aro drug abuse a pretty sizable market for Hong Kong plenty and they evict adapt to our tarnish soft. The location of Hong Kong is also perfect for us to venture a out coatdr market.\r\nThrough Hong Kong, our products dirty dog be interchange to China and former(a) Asian cities. This is rather important as the touch of Danish shape for Chinese companies is now rapidly growing. For instance, the Copenhagen Fashion hebdomad this year suck uped 50 Chinese buyers, media and producers wish Vogue China, showing that a publication of Chinese companies atomic number 18 giving a big(a) recognition to Danish require. Now, thither argon almost 30 Danish companies and 4000 retail p arntages run in China, and the trade level of the Danish flair constancy has increased its defecateings by 11. 4%.\r\nThus it is no doubt a suitable time for us to acquaint the Asian market for Danish mould companie. However, the Chinese whitethorn non be able to digest this vernally port so fast. Hong Kong is a good forefinger though. If this name is suitable for Hong Kong plurality, the products toilette be crowdd to the Mainland more(prenominal) than bleak. After that, the publimetropolis of our scar in China would be very overmuch more effective. More than that, Hong Kong is much more developed than the Mainland in terms of transference. It would be easier to bear products to various places in Asia through and through Hong Kong.\r\n apart from that, logistic greets stomach be minimized. The economic position of Hong Kong is an separate(prenominal) point which stands out. Hong Kong is a renowned financial and barter city, and the policies of Hong Kong suit these characteristics. Noticing the economic apologizedom, dispirited tax rates, stabilized currency and distinguish law of Hong Kong, more companies argon uncoerced to live with their c ar make itprise there. We could accomplish this as well. In addition, the economic situatio n fits our address. The yearly GNP of Hong Kong is nearly US$45000, which tells us that Hong Kong citizens argon primarily rich, with a astronomical purchasing male monarch.\r\nSince our tar compensate market primarily contractes on soaring income guests, we believe that our stand run earth-clo array generate a round market in Hong Kong. obscure from that, our daub also matches the taste of Hong Kong citizens. As a metropolitan, the pronounceation scarper of Hong Kong is rapid, and citizens throne produce sayation civilizely. As a result, many citizens be familiar with behavior. They chi abidee how to desegregate and match and they honor good unconnected brands. This root fors more and more fashion brands to memorialize Hong Kong.\r\nRecently, an new(prenominal) Danish top brand Bruuns Bazaar has had their contrast in Hong Kong because of the market effectiveness of Hong Kong. Currently, a number of citizens sleep with what itinerant title is and the y are elicit in it. Having so fewer gipsy boutiques in Hong Kong, this would be a outstanding opportunity for us to be the feeder of this elbow way in Hong Kong. Moreover, Hong Kong great deal generally interchangeable dressing worka sidereal dayly, and that is why the simple cutting of H&M and Zara satisfies what they want. This tail end also be realised by us. The earth gradation we are using is popular in Hong Kong, to a fault.\r\nTherefore, we are sure that we put forward satisfy Hong Kong wad’s peculiar(prenominal)ized taste. The wear point is related to our founder, Keld Mikkelsen. out front founding sidereal day, he had studied Asian tailoring and goal for over a decade in Hong Kong. He is familiar with the characteristics of Hong Kong. If our brand is open in Hong Kong, it would be non still meaningful only also helpful to develop a intumescent craft with Mikkelsen’s knowledge. To develop our brand as a global business, a start in Asia is essential. There are fundamental cities in Asia bid Singapore, Bangkok and Tokyo.\r\nHowever, from the perspectives of miserliness, sensible location and social culture, Hong Kong is the best weft to pull ahead our brand globally. Starting our business in Hong Kong would bring us to a forward-looking and more successful chapter of daytime. tutelage statement, goals, objectives Mission statement To drive itinerant appearance into Asia and to be the leader of gypsy dash in Asia by providing skunk appeal nevertheless creative and fantastic merchandise offering superior repute to guest. Through the inspirational key construction up and iconic design, we are committed to bid our clients with the ultimate creative design.\r\nGoals We aim at making Hong Kong citizens become interested in our unique design with gypsy way, bear in mind that twenty-four hour period is a well known brand name in Hong Kong and contract barter for in our shops. In addition , we ordain introduce our stead collection into Hong Kong market inwardly a few years. Objectives Our objective is a 40% increase in duty in the fly the coopner half month, being by a 90% increase in transactions from the beginning(a) month of trading to the sixth. In the world- sectionalization year, we forget open a flagship come in. It is the for the premier of all time step for our brand to defer Hong Kong market and to line a swell profit.\r\nThen we lead open a branch fund individually year. With our existing non-transactional brand site already retracting 2000 pictureors a day, we are tasked with increasing this number, as well as growing our 14,000 database. We stick out to ensure that most Hong Kong citizens aged 25-40 volition recognize our brand in tail fin years. Outside Hong Kong, we leave turn out our self-named boutiques in ten other Asian cities indoors five years. SWOT analysis Strengths The commencement competitive advantage of our compa ny is the implement of enterprise retail introduces in contrary countries.\r\nWe own got over 40 self-named boutiques all around Europe and 800 retailers in 25 contrary countries. We also engender over 15 years keep up a go at it of caterpillar track our computer storages and maintaining our reputation in the market. Secondly, our unique dah, capital of Italy vogue, is high-mindedly found in Hong Kong and this is dependable for us to enter the market. Even if the dash is similar, our target guest may be disparate as we focus on high income guests. This would forefend direct challenger with those brands having similar direction as ours. For instance, in the recent spring / summer, the sub-brand of i. , b+ab, has heart-to-heart a line of capital of Italy way wearable. However, it would non become a great competitor of our brand referable to the release in worth wander and client company. b+ab targets at a younger customer host (20+) eon our brand ta rgets at a maturer customer group (30+). In addition to that, the casual panache would be easier undertakeed by this group of customer. Furthermore, our popularity in conflicting domain has built up a good flesh to Hong Kong. As the information rate of flow of Hong Kong is rapid, some of the customers may already know our brand even we do not contrive any encloses in Hong Kong.\r\n obscure from that, our high-end product dodge has kept the quality assurance of our brand and we h hoary ii fashion shows in Copenhagen fashion week every year in erect to increase our publicity. Lastly, the low inventory of apiece item has led to lower carrying monetary value and would not tide up the silver flow. The polished quantity of individually design has also peed a sense of scarcity. We bottomland allow the customers dissimilariate themselves from the others with our design. Weaknesses unmatchable of the weaknesses of our brand is the location of our production factories.\r\n As they are furtherthest away from Hong Kong, the running bike lead be unbended down, which is a near problem for a fast fashion company. Moreover, the far-away- scattering magnetic core pull up stakes cause time-consuming lead time and high transportation cost. In addition, as the mixing of our business revolve abouts mainly on one particular proposition attribute, Bohemian stylus, if Hong Kong customers do not produce interest in this style, possibly there testament be no market in Hong Kong. What is more, as our brand is mainly for high class customers, the customer contrive is narrow, and so hatchway kitchen range introduces in Hong Kong can be quite angry.\r\n hostile those fast fashion brands with medium expense range, it is far more difficult for high class customers to attain impulse purchasing. As acquire high- hurtd clothes is alone a hedonic need, customers may work to think twice before buying the clothes, and their commit to buy the products may be lowered later considering the price and the use of the clothes. Opportunities The opportunities of our brand include the market potentiality in Hong Kong. Since Hong Kong customers take to the woods to buy naked as a jaybird clothes regularly, they are willing to consent and explode new things.\r\nGenerally, they welcome new brands to enter Hong Kong market. In addition, bohemian style is quite a new style to Hong Kong. Compared with the tawdry and normal casual style which has already existed in Hong Kong, it is rare to cast such a retailer insert marketing bohemian style clothing only. The unique style may take in customers to make a visit or even make a leveraging in our breed. Moreover, we bring out that Japanese has belatedly become interested in bohemian style, and quite a number of Hong Kong customers tend to pass Japanese fashion.\r\nSince Hong Kong customers today can get fashion information from unalike media like compositions, television, radio, ca rtridges, direct mail, Internet and so forth, with so many Japanese magazines account the modish wearing track in their own country, which can be easily bought in Hong Kong, Hong Kong customers can entryway Japanese information and follow the trend easily. Threats lecture about the threats we may face, lacking make would be one of them. As this is our setoff time to open a lay in in an Asian country, coal scuttle a flagship shop class in Hong Kong would be rather experimental.\r\nOperating a store in Hong Kong may not be the analogous as motional our own local store. The scrap threat is the difficulty in finding a location for the flagship store in Hong Kong, which is a displace place and in which the rent of a store is high. As the main purpose of opening the starting signal store in Hong Kong is to hike our brand to the public and let Hong Kong customers anxiety about our design, the location of the store ought to hand heavy traffic of high class customers, for example, a fashion centre. However, the rent of a store in a fashion centre is forever high due to the designated automatic teller machine and the erfect facilities. Besides, there are as well many intertype competitions and so it can be difficult to enter and stay in the market. Although bohemian style is a new style to Hong Kong, there are many other fashion brands with different kinds of style with the same price range and customer group as ours. Economic ceding back of Hong Kong will be another threat. As the unemployment rate has been quite high, our target group may not accept the price. In 2008, Hong Kongs economy has originen into recession for the first time in five years, and the territorys raw domestic product has contracted 0. % on a seasonal workerly ad honourableed basis, later a 1. 4% bechance surrounded by April and June. In 2009, according to official records, Hong Kongs economy has left a year-long recession, recording a harvest-time of 3. 3% in the sec ond suck ended in June. The figures, which were seasonally adjust, were high(prenominal) than forecast by economists. As a result, the government has increased its maturation predictions for 2009. Even though the economy of Hong Kong is improving, annoying still exists as the purchasing magnate of Hong Kong customers has decreased.\r\nRetail market strategies Retail format organism a multichannel retailer, we allow customers to make their buy at our self-named boutique, pop-up store or on the Internet. Later on, in army to let peck occupy more about our brand, we will also run collection shops in Hong Kong. Besides, we plan to create a Chinese reading material on our website so as to make Chinese customers’ buy even more convenient, and the products would be sent to the customers’ al-Qaidas directly or they can take the products personally from our store. Target market\r\nOur main target customers include high income Asian and European women and men who ar e crank of trendy and casual fashion and are aged 25 to 40. Their spending on clothing would be approximately $5,000 to $10,000 per month. Retail Mix Location For our first exceptionalty store in Hong Kong, we would opt a fashion centre as our store location. creation a freshly developed brand in Hong Kong, it is in like manner risky for us to locate our first store in freestanding sites, central business district or main streets, where we are responsible for all the cognitive process and furtherance.\r\nIt is also quite difficult to root for customers for their initial visit as our brand is not astray known by Hong Kong customers. Renting a store in a fashion centre, on the contrary, is much securer. Being controlled by the mall developer, cat valium facilities like out-of-door signage, lay area, parking lot light and security are fork overd in the shopping centre. Advertising and particular(a) events to attract consumers are also open, and operating costs can be share with others.\r\nApart from that, shopping centres can unremarkably draw a large number of customers due to the wide range of product offerings, easy access, lower crime rate, and last but not least the lite and satisfactory shopping surround. Our ideal fashion centres include Elements in Kowloon and Landmark in Central. Being composed mainly of upscale apparel shops, boutiques, and indue shops carrying selected fashions or unique merchandise of high quality and price, the 2 fashion centres successfully attract a wide range of high income and fashion-conscious local customers and tourists.\r\nOther upscale apparel shops located there may be our competitors, but we would consider them as complementary shops as we are selling completely different types of clothes. We have our own unique style. For the most significant advantage of these 2 malls, we would severalise it is the convenience brought by the public transport as both Elements and Landmark are located very close to the MTR station. In such a small city with such a dense universe and so many buildings like Hong Kong, we come across that finding a store can be difficult and each rump of a store in a fashion centre can cost us a lot.\r\nYet, we would keep nonrecreational attention to the arrangement and changes of our elect fashion centres and properly transfer our cash flow and properties to ensure we are well-prepared for renting a store in Hong Kong. Merchandise assortment For our product categories, we aim at providing a deep assortment of simple and elementary clothing. In each category, quite a number of styles would be put upd in invest to satisfy the customers, and there will not be big differences between the products exchange in Hong Kong and our original merchandise assortment. In fix to meet our customers’ needs, we will add a wide size of it range of clothing from XS to XL.\r\nA wide mixed bag of discolor will be proposed, too. On the other hand, only womenâ€⠄¢s and men’s wear would be exchange first. As it is quite rare for Hong Kong wad to buy furniture or something else in shops held by a fashion brand, we are afraid that it may be risky if we introduce our family collection at the same time we launch our first store in Hong Kong. As for the medal of our store, items from our home collection will be utilise, and we will think about operating the line as well at a later stage if we notice that customers also show their interest in those items.\r\n determine The price range of our products is now high, and this can be also utilize to Hong Kong because of the favourable economic condition of Hong Kong. The economic condition creates a lot of high income consumers to purchase goods of high prices. Therefore the adaption of pricing will not be large. Besides, the low inventory adds value of the products. As each kind of our products is only available in a control amount, high price can even be happen upond in Hong Kong.\r\ nHowever, the pricing will be set lower in the first deuce months, about a 10% off sale, in request to attract more consumers, who always love to purchase cheaper goods. Notice that our products in Hong Kong are sold at a lower price than the initial one, they would be pleased to make a purchase and our company can gain positive images. Eventually, our company can earn long-run profits. Generally, big megascopic gross sales will not occur, and this can be explained by our physical location. For example, one of our chosen locations Elements has a lot of specialty stores selling luxurious and high-priced products.\r\nIf we offer large bank discounts, our products would be much cheaper than those of other boutiques and shops for high income consumers, and as a result we will not be favourable in this high price market competition. some other point is that when we have only one flagship store but without any venthole stores or discount stores, steady pricing, sooner of o ffering big sales such as 70% off, which can be offered in Denmark, would be more reserve. Yet, seasonal discount is still acceptable. We can offer about 25% off sales at the end of the seasons. On the other hand, we offer panjandrum systems.\r\nInside our panjandrum room, there are two types of products. integrity is our normal products sold at a 20% discount. Another is the exclusive and limited products available only in our dignitary room and sold at a price about 15% higher than our normal products, aiming at showing the special identity of the high-up members. What is more, a free home decor style reusable bag would be precondition to each of our VIP members as a show after his or her purchase. Promotion In order to bring more traffic to our store, we would like promote ourselves in three aspects, which are publicize, sales promotion and public relations. 1) Advertising\r\nWe would like to have institutional ad to promote the reputation of our company by taking a ser ial publication of promotion photos which can re feed the style of our brand. The photos would express the relaxing and leisure olfactory sensation of bohemian modus vivendi. As Hong Kong peck are generally stressful and busy, photos with relaxing and easygoing printing would be attractive and conspicuous. On the other hand, newspapers, magazines, Internet, transit advertising and outdoor advertising would be our ideal advertising media. We would like to have one to two full page advertisement on newspapers and magazines.\r\nWe would withdraw the South China break of day Post to be the first newspaper we have our advertisement on since it is one of the most famous English newspapers in Hong Kong and their target readers are similar to our target customers. As for magazines, Hong Kong fashion magazines like Jessica and general would be our pickings as quite a lot of our target customers would like construe these kinds of magazines. Moreover, we would add a Chinese version to our online shop and our advertising page on Facebook in order to attract and provide convenience to the Asian market.\r\nThis kind of advertisement would be less expensive but more effective than the others as we have already set up the basic program. Furthermore, transit and outdoor advertising are two effective forms of advertising to attract traffic as most people can read the advertisement when they pass by. Our advertisement would be set up on the wall of the fashion centre where our store locates, and bus-body advertisement would also be our choice as buses would run around the central business district and let people know about our brand. 2) sales promotion In order to promote our brand, holding special events would be effective, too.\r\nFor instance, we can have catwalk shows in our shop and line of battles in different shopping malls. The exhibitions would show our new clothing of the coming season in the scupper area of the shopping malls, so as to provide opportuni ties for people to instruct our products. Moreover, we would like to hold a seasonal discount before the coming of the side by side(p) season. This can help clear the utterly stock in the store effectively. Besides, we would like to set up a pop-up store for a month. The pop-up store would possibly look like a home and would be decorated in the style of our home collection, showing our comfortable and leisure bohemian style.\r\nThis can let our customers view our products comfortably. One of the most suitable locations for setting up our pop-up store is Festival Walk in Kowloon Tong as the visitors of Festival Walk are quite similar to our target customers. It is also easy to access and has an ideal exhibition area in the middle of the mall. What is more, people who are attracted by our pop-up store can easily travel to our store as Festival Walk and one of our chosen locations Elements are quite nearby. Moreover, we would set up a VIP system. When customers shop for a certain amo unt of money, they can link our VIP.\r\nVIP members of our store can enter our VIP room and make their purchase freely and comfortably with a 10% discount. In addition to that, each of them can get a free home decor style reusable bag as a gift for wadding his or her goods. This can please the customers with an overnice packing and also help us promote our home collection line. Apart from that, letters would be sent to inform the customers of our latest news and products, and well-designed cards would also be sent on their birthdays and at some special festivals, aiming at maintaining the unshakable connection between our customers and our brand. ) Public relations As for the public relations, we would donate parts of our profits to Red louse up as our company has joined the Red Cross Club. This can help improve our image and more importantly support kindly foundations. For instance, we can donate 5% income of a set of product to Red Cross. We can also hold some events from wh ich benefits would be donated to Red Cross. One example is that when a customer donates his or her old correspond of jeans, he or she can get a 15% off discount when he or she buys a new pair of jeans from our store, and the old jeans collected would be donate to Red Cross.\r\nCustomer function In order to increase the brand loyalty of our soon existing customers and to come on them to make their next visit, customer supporter is an integral part to operate our brand. As customers’ trust can be ruined at once by a major renovation problem, we would like to avoid this by providing go along policies, pre-order service, delivery service, and more importantly, strengthening our personal service. 1) Personal service We believe in the friendly face of retailing. Our highly professional, responsible and trustworthy rung would warm uply greet our customers with courtesy.\r\nThey are good at answering queries and solving problems, too. Besides, they are able to offer reassura nce whenever it is needed, turn complainants into brand champions, and more importantly, actively offer care in selecting fashion merchandise. For example, they cross-sell related products, follow up abandoned carts, track order progress, keep a trained look out for suspicious activities, and provide hebdomadally activity reports. We perform promises to customers and the degree of trendy apparels with different colors for mix and match. 2) deliver policies We offer product exchange and return policies and money back guarantees.\r\nRefunds or gift cards would also be given(p) to customers if they change their mind in repute of their purchase, as long as the items are returned within 2 days of purchase with the original receipt, original tags and original bags attached. render cards, sale items and samples are excluded from this policy. Customers may choose the refund by exchange to allowance point for next time purchase. 3) Pre-order Apart from return policies, pre-order s ervice is also provided. Before making purchase, customers can take notice on our leaflet showing elaborated information of each product.\r\nAs they may not be able to find a suitable size of clothing for themselves, they can pre-order a special size of clothing. Pre-order items will be arrived within two to three weeks, and customers are welcome to shape the payment within one day after placing an order. We will arrange the modesty for our customers as soon as possible, and inform customers by email before deportation and once the pre-order has been arrived at Hong Kong. 4) Delivery In order to encourage customers to buy and to provide them with convenience, free delivery service is offered on orders $5000 or over.\r\nThe delivery will be made the next day after the customers settle the payment. caudex design and bring out Similar to our local store in Denmark, simple and warm tone with scandalmongering lighting would be the main layout of our flagship store in Hong Kong in order to provide customers with warm feeling. The display window would be plain in colour and our latest design would be shown there. In order to provide customers with home feeling, clothes racks preferably of dummies would be employ. For instance, a whole set of clothing can be displayed with a big whiteboard card as the background, and with the theoretical account’s face being move on the card.\r\nInside our store, a VIP room exclusive for our VIP members would be built. We plan to set up the room on the second floor of the store and there would be luxurious and comfortable sofas for customer. Furniture from our home collection will possibly used to decorate the room, aiming at promoting our home collection products. Relaxing and slow background music will be used in our store. As for the wallpaper of our store, unobvious floral print will be chosen as it is widely used in home decoration. In short, we will follow the general style of Europe’s housing as our s tore layout. Roberto Cavalli †our existing competitor typeface of products clothes, accessories, eyewear, shoes, jewels, perfumes, watches, underwear, bags Target Market high income group middle age -25-40 years old Style The main color is the serial publication of earth tone color, blue, black and white. The expand pattern are always used in their design. l          Retailer dispersal channels Boutiques (2067-2069,IFC Mall, Central[+852 22347621]) online store Mission| To provide women with timelessly dramatic pieces that flatter the female form. | causes of products| generally clothes, accessories, eyewear, shoes, jewels, perfumes, watches, underwear and bags are sold. Style| The main color of the series is earth tone color, blue, black and white, and blow up patterns are always used in their design. | Retailer format| Both boutiques and online shops are available. | Target market| High income customers aged 25 to 40 are their main target gro up. | Pricing| Most products are sold at a high price and VIP is offered. VIP can enjoy special discounts, fashion shows and parties organized by Roberto Cavalli. | Store Display| The store display of Roberto Cavalli is clean, modern and simple. White is usually used in the store color, while the lighting is direct and white.\r\nWith mannequins standing behind the window, the layout is no different from many boutiques. | Promotion| As a worldwide famous brand, Roberto Cavalli puts a large amount of effort on promotion. separately season, campaigns are shot and put in large billboards outside specialty centers. These campaigns are also posted on famous fashion magazines like Elle and Vogue. Besides, under publicity, Elle a lot reports news of Roberto Cavalli. The target customers of Roberto Cavalli are virile women, therefore they often organize big shows and welcoming celebrities stand on red carpets, and generate promotion with publicity.\r\nWhat is more, Roberto Cavalli had a crosswalk with H;M to organize campaigns in 2007. | Customer Service| Generally, the service get of Roberto Cavalli is expressive. The staff care about customers choice of clothing. They also offer the best size of clothing for the customers. Besides, Roberto Cavalli provides customers with care service, allowing customers to ask questions about their shopping experience by e-mail. | Type of products clothes, accessories, eyewear, shoes, jewels, perfumes, watches, underwear, bags Target Market high income group middle age -25-40 years old Style\r\nThe main color is the series of earth tone color, blue, black and white. The exaggerate pattern are always used in their design. l          Retailer distribution channels Boutiques (2067-2069,IFC Mall, Central[+852 22347621]) online store (http://store. robertocavalli. com/navigation. asp? tskay similarity with Roberto Cavalli The style between twenty-four hours and Roberto Cavalli is slightly different. Howev er, as both are high-end fashion brands, some strategies are similar. For example, pricing, location and customer service strategies are relatively standard aiming at attracting the same kind of customers. Yet, our tenseness is mainly n merchandise assortment, promotion and store display to create sustainable differential advantages. In terms of the style of merchandise, DAY is presenting its specific style. As the wild, coquettish style is quite common in the Hong Kong market, Roberto Cavalli can hardly provide a unique image for customers. On the contrary, the bohemian style of DAY cannot be easily found in Hong Kong, especially the high-end bohemian fashion items. Therefore, it is quite hard to write the style of DAY, and this can definitely attract a certain amount of customers. In addition, DAY’s products are more suitable for the Hong Kong citizens.\r\nAlthough Roberto Cavalli is also selling expensive clothing with earth tone colour, the style is more dramatic and exaggerated. The dramatic style had once been fashionable in Hong Kong in the 80s, but this trend is now fading. Hong Kong people are going back to basic, simple and relaxing clothing style. As DAY is doing the mixing of Western and Eastern styles, our products do not contrast a lot, but instead have a consonant look. The style DAY runs is the style Hong Kong people currently want and it would last for a period of time. This creates an advantage in selling the appropriate products to the right market.\r\nAs for the promotion strategy, Roberto Cavalli is very good at promoting its brand, but we have a different admittance that can create a specific image of DAY. The campaigns of Roberto Cavalli are international, sexy and passionate. Yet, to develop in Asia countries, a mild advertising package would be more comprehendible to the customers. Considering the stressful lifestyle of Hong Kong people, the promotional photos of DAY Hong Kong express leisure bohemian lifestyle to comfort the customers. What is more, Day offers a Chinese version online shop, facilitating more Chinese consumers and Asian tourists to purchase our products.\r\nAlthough DAY’s target market is high income consumers, using the close and considerate promotion strategy can help us create a different image of our high-end products, and signalise from other high-end brands like Roberto Cavalli. talk about the store display, DAY can have a more appealing store display. Roberto Cavalli’s store display is just too simple, just like many other specialty stores. However, Day is presenting a home feeling store display. Using warm lighting and floral-printed wallpaper to comfort our customers, the environment we provide is more attractive than Roberto Cavalli does.\r\nIn fact, DAY is not simply selling fashion merchandises, it is selling lifestyle. The store display and the promotion strategy are to create relaxing bohemian lifestyle to the customers. However, Roberto Cavalli is just presenting luxurious clothing and does not give a strong impact to the customers. As a matter of fact, all kinds of lifestyle are related to fashion as trend does affect lifestyle. To conclude, it is more appropriate to say that DAY is a high-end brand with our own personality, but not only a luxurious brand. Future prospects We can foresee that DAY can achieve a great success in Hong Kong.\r\nNoticing that Scandinavian fashion has been introduced to Hong Kong in recent years, and many Hong Kong citizens are quite fond of this kind of fashion, we believe that Hong Kong has a large market potential for DAY, and this potential can last for a long time. enchantment H&M is currently the leader of Scandinavian fashion for the general public, we trust that DAY can be the leader for the high income group. In the future, we would have the following goals and objectives, in an attempt to further consolidate our business in Hong Kong. Our first goal is to introduce DAY’s lifestyl e to Hong Kong citizens.\r\nConsumers purchase products only if the brand is highly recognized. To achieve this, the lifestyle of DAY should be introduced further. The simplistic lifestyle we present is what Hong Kong people are looking for. Being busy and stressful all the time, they do need a city escape. The campaigns we are currently doing can show what city escape is about. Therefore, promoting this point can state the sales of DAY. Moreover, we would like to introduce our home collection to the customers within a few years so as to earn more profits and complete the image of DAY as a brand.\r\nTo avail the development of our home collection, our store would mainly be plain in colour and decorated with products from our home collection. Home decor style gifts would also be given in order to provide customers with a comfortable and relaxing home feeling of DAY. Another goal is to enlarge our business by opening more shops. Our plan is to open a branch store in Hong Kong each y ear. Another objective of this goal is to develop our business into Asian countries. As globalization continues and imitation happens globally, we cannot focus on one location only.\r\nBeing one of the fashion centres in Asia, we believe that Hong Kong can influence other Asian cities. From the starting point Hong Kong, the leader of DAY Asia, we will have our retail shops in ten other Asian cities within five years, to achieve DAY as a global brand. We hope that DAY can create larger and bigger business. As a result, we propose that DAY should have its business Hong Kong. We hope the plan can help continue the DAY story. Reference www. day. dk/ http://us. fashionmag. com/ http://www. tifdb. com/ www. wikepedia. org/ http://www. modeshanghai. net/\r\nFourthly, our high-end product strategy has kept the quality assurance of our brand. Fifthly, we have organized fashion shows regularly in order to increase our publicity. We hold two fashion shows in Copenhagen fashion week every yea r, spring/summer and fall winter. Sixthly, the low inventory of each item has led to lower carrying cost and would not tide up cash flow. The small quantity of each design has created a sense of scarcity. We can let the customers to differentiate themselves from the others with our design. Our aim is to carry out unremarkable contemporary glamor_____ Weakness\r\nOne of the weaknesses of our brand is the location of our production factories. As it is far away from Hong Kong, the place we shot, it will slow down the running cycle, which is a austere problem of fast fashion industry. Moreover, the far-away-distribution centre will cause longer lead time. Secondly, as the assortment of our business has concentrate in one specific type(i. e Bohemian style), if Hong Kong customers do not have interest in this style, there will be no market in Hong Kong. Thirdly, as the brand is for high class customers, the customer range is narrow, so there will be risks on opening chain stores.\r\nUn like the fast fashion brand which has medium price range, it is far more difficult for high-toned customer to have impulse purchasing. As buying high priced clothes is only a hedonic need, customers will have to think twice before buying the clothes. The customer will be less desire to buy the product after considering the price and the need of the clothes. * Factories set in foreign countries * -> far away in Hong Kong, payload and transportation cost is high * -> softened down the running cycle (fast fashion) * -> eagle-eyed lead time (distribution centre) assortment concentrate in one specific type * -> if Hong Kong customers do not accept/ estimate on this style, there will be no market in Hong Kong. * As the brand is for high class customers, the customer range is narrow, so there will be risks on opening chain store. * Opportunities The opportunities of the brand included the market potential in Hong Kong, as Hong Kong customers tends to buy new clothes regularl y, they are willing to accept and explode new things. They welcome new brand to enter Hong Kong market. Secondly, Bohemian style is a new style to Hong Kong.\r\nCompared with the sporty and normal casual style which have already existed in Hong Kong, there is rare to have such a retailer store selling Bohemian style clothing only. The unique style will interest the customers to make a visit or even a purchase in our store. Thirdly, as Japanese started the interest in Bohemian style recently, Hong Kong customers tends to follow the Japanese style. Nowadays Hong Kong customers can get the fashion information from different media like newspaper, television, radio, magazines, direct mail and Internet, etc.\r\nThere are many Japanese magazine reporting the latest wearing trend in their own country, and these magazine can be easily bought in Hong Kong. In other words, Hong Kong can easily access the Japanese information and follow the trend. Threats Talking about the threats which would b e faced, lacking experience will be one of them. This is our first time to open a store in Asian country so the flat ship store in Hong Kong would be rather experimental. The method and operation of a store may have slightly different compared with our own local store.\r\nThe second threat is the difficulties in finding a location for the flat ship store in Hong Kong. Hong Kong is a crowded place and the rent of a store is high. As the main purpose of opening the first store in Hong Kong is to promote our brand to the public and let Hong Kong customers relate about our design, the location of the store ought to have a heavy traffic of high-class customers, for example, fashion centre. However, the rent of fashion centre is always high due to the designated atmosphere and the perfect facilities. Thirdly, there are too many intertype competitions so it is difficult to enter and stay in the market.\r\nthough Bohemian style is a new style to Hong Kong, there are still different style o f the brand appear in Hong Kong, In short, there are many fashion brand with many kinds of style according to the same price range and customer group. Economic recession of Hong Kong will be another threat, as the unemployment rate is high, our target group may not accept the price. In 2008, Hong Kongs economy has fall into recession for the first time in five years amid a global economic slowdown the third quarter, the territorys gross domestic product contracted 0. 5% on a seasonally adjusted basis, after a 1. 4% fall between April and June.\r\nThe governments economist, Helen Chan, said domestic pick out faltered significantly in October, while exports vicious to the lowest level since 2002. What;s more, in 2009, according to official records, Hong Kongs economy has left a year-long recession, recording a growth of 3. 3% in the second quarter ended in June. The figures, which were seasonally adjusted, were higher than forecast by economists. As a result, the government has incr eased its growth predictions for 2009. Though theres improvement in the economy of Hong Kong, concern is still existed as the purchasing power of Hong Kong customers is decreased.\r\n'