Presentation on theme: "L/O/G/O Fashion summer 2011 —— market research about swimwear Company: Victoria's Secret Date: March 1st,2011."— Presentation transcript:
L/O/G/O Fashion summer 2011 —— market research about swimwear Company: Victoria's Secret Date: March 1st,2011
summary 4 Information gathering methods Presentation of findings Our opportunity Competition advantages Anticipated goals and plans
Information gathering methods What kind of swimwear do you want? Female white-collars and college students, which were invited to meet and discuss the product, are main members of the target market. Analysing data in our company’s accounts and sales departments, including sales, orders, inventory size, and so on. Collecting and generalize the most prevalent fashion elements this year by using newspapers, magazines and fashion exhibitions. Group interviews Group interviews Internal research Printed sources
Presentation of findings (China) consumerspriceMarket share Two main kinds of swimwear A: ￥ 50~600 B: ￥ 500~5000 A: various kinds of consumers: students, office ladies, female workers and so on. B: foreigners and a small number of Chinese A: conjoined swimsuit B: bikini A: 55% B: 25%
Market changes conjoinedbikiniperspectiveCustomers’ hope place Swimming pool, holiday resorts, spa clubs Not only acceptable, but also make them sexy and attractive Too conservational and normal Unaccustomed and expose someone’s imperfection Chinese women (especially white-collars and students) are becoming more open- minded.
Our opportunity Compromise Dreamy swimwear Dreamy bikini suitable to Chinese women
Differential advantages Dreamy swimwear technology In the circumstance that many college girls only have A-cup, we use advanced technology to endow Dreamy swimwear with fantastic effect like a bra. principle Dreamy swimwear caters to Chinese women’s hidden thirst to become sexy in an acceptable way. material Dreamy swimwear uses special materials with high quality, allowing itself to adapt to various kinds of waters. Fashion element Dreamy swimwear embodies the most fashionable elements to satisfy women’s different tastes. Dreamy swimwear is a perfection combining various favored fashion elements of Chinese females.
Dreamy swimwear style A Group C Group Every dreamy swimwear has its outstanding features. 3 typical samples: Chiffon ( 雪纺） Attractive design Maid costume( 女仆 装） Lace （蕾丝） Fresh ruffle （花边） Bright color
Marketing plans Target consumers White-collar females Female college students Points of sale Brand stores near swimming pools, spa clubs and holiday resorts. Central department stores Product level Up-market product Higher quality price ￥ 800~8000
Anticipated goals Advertising & pre-producing Designing & testing Enlarging production & sales MarchApril May June Famous designers Fashion magazines Posters on billboards Anticipated market share:60% …… Advertising &promotion Withdraw cost