Meeting Minutes
Date: 9th July 2012
Venue: Degree Baseroom
Attendees: Qloe, Raisa, Sammy, Vivien
Competitors Research, SWOT Analysis and Art Direction
Agenda
- Sam recaps us on the target market.
- Competitor research reports (read these on their respective posts):
- Raisa on Forever 21
- Vivien on Cotton On
- Qloe on Topshop
- Sam on H&M
- SWOT analysis is drawn up for Kitschen:
- Strengths:
- strong concept
- Cheaper/lower price range (to compete with their rivals)
- Wide variety
- Good interaction with customers through social media
- Nice photos
- Weaknesses:
- They are competing with established companies with fans
- Don’t have a strong identity(poor application of concept)
- No consistency
- Don't look into small details into shops, execution of concept is not strong enough
- Don’t specialize (style) messy
- Window display
- Shop layout uncomfortable
- Poor lighting
- Weak styling
- Opportunities:
- Good foundation to build identity and easy to recognize
- Can reach global positioning
- Big point to attract customers (price+variety)
- Good fan base on social media
- Can have divide and conquer strategy
- Threats:
- Very hard to attract customers from rival companies
- Customer's trust and loyalty
- Unable to recognize brand
- Kills the concept with lack of finishing
- Should have brighter lighting because they should be a clean kitchen
- Shop environment do not reflect mood/emotion that the concept is trying to achieve
- (Window display) is the first meet to the customers. Lacking the understanding of that fact, makes it hard to attract the customers
- Bad first impression
- Art Direction brainstorming:
Meeting adjourned.
