Competitors Research

Three Lessons for start-ups from H&M:

1. Divide and conquer

Create different ranges to appeal to different consumers

2. Collaborate

Designer collaborations with major fashion labels // launching limited editions - to motivate consumers to spend.

3. Tap into pop culture

Music // Interactive Fashion // Art // Film // Games for contemporary edge.

                                                Lana Del Rey, 26 year old singer who signed on 

as a model with Next Model Management 

is the new face of H&M.

H&M Business Concept:

Fashion & Quality At The Best Price

Interesting Points:

• Interiors have to provide an inviting framework that guides customers through the different departments & functions
• Customers should feel comfortable stepping in for a visit, whatever their background
• The layout of the display windows should suggest a feeling, without taking focus away from the clothes
• Window displays are where customers first meet the brand.

H&M Window Display

Sources: 

http://www.startupsmart.com.au/business-planning/three-lessons-from-fashion-retailer-hm/201204025914.html

http://about.hm.com/content/hm/AboutSection/en/About/Facts-About-HM/Idea-to-Store/Meeting-the-Customer.html

____________________________________________________________________________________

HIGHLIGHTS

• Buy 2 for the price of RMx, promotions - to target bestfriends, friends to buy together.
• A lot of sales (attract people with very low prices)
• Do, but rarely have contests
• Do, but rarely have runway shows, & not in malaysia.
• Collaborations with music artists
• Collaborations with young & aspiring designers
• Collaborations with charitable causes -- Human

ELABORATIONS

• 6 T-shirts, 6 Designershttps://www.facebook.com/cottonon/app_295389220515371?ref=t
• BTS Photoshoothttps://www.facebook.com/photo.php?v=183369941705036

 

 

TOPSHOP

FOREVER 21

Minutes of Meeting #1.5

Meeting Minutes

Date: 30th June 2012

Attendees: Qloe, Raisa, Sammy, Vivien


- Phone Call details
- Target audience & Market audience

- Style of kitschen

- Competitors – 2 sets of competitors

Phone call details

1. What is Kitschen about?

 Kitschen is a fashion playground where the audience gets to explore and mix and match many different styles together to suit their tastes. 

2. Where do they get their designs/trends from?

 Usually from their competitors, like Topshop and Forever 21, they see what's the current trend and try to apply to their designs as well.

3. Do you get any design inspirations from the overseas?

 Yes, we usually see what the current fashion trends are in Korea, Taiwan or Japan, the most currently 'trendy' countries in Asia. 

4. Do you layout your store in any specific manner? By outfit or colours?

 Yes we do do our best to lay out the whole store by outfits first, then by colour theme.

Target audience & Market audience

We've decided that the range of target audience that Kitschen is reaching out to is:

- Teens from highschool

- Pre- University & College Students

- Young Adults

- Blue Collar

- First job 

- Unemployed

- Single Adults

Overall: Youth

Market Audience

- Young adults

- Teenagers

- Middle Aged Adults

- Stay home Mums

Style & Trends

-Mixture of styles from competitors

- Overseas trends from Korea, Taiwan and Japan

Competitors

We've come to the conclusion that Kitschen has 2 sets of competitiors, though we'll put them into one for later process. They have their 'price' competitors, where their price range is similar:

- H&M

- Cotton On

And their 'style' competitors:

-Forever 21

-Topshop

Meeting Adjourned

Kitschen Timeline // Past Events

Kitschen Timeline // Past Events

2008 : Founded

2009, Sept : What's Your Kitschen Look?
                [RM500 shopping spree]


2010, April : Most visited Kitschen Store : Sunway Pyramid (Online Poll)


                    "Fashion is about good energy. Its about feelings. That's what I have to give the people, good               
                     energy & good feelings." Adriana Lima

2010, May : Kitschen! Style My Friend (Makeover)
                     [RM250 vouchers for 2 & full page feature in IFeel Magazine]


2010, Aug : What's Your Kitschen Look?

2011, July : I Deserve A Makeover Contest
               [RM500 worth of clothes & spread in 17 Magazine]


2012, April : Students Weekend @ 1Utama & Sunway Pyramid
                 Kitschen Best Dressed Student



*various mentions about individuality & mixing

Details & Interior

Entrance

Window Display

Window Display

Window Display // Sale Tag

Tank Top // Packaging

Kitschenlicious Tag //  Mirror Sticker

SALE

Pricing Details

Men's Pants Display

Fitting Room

Fitting Room Details

More Details

Mannequin 

Lighting

Labels

Minutes of Meeting #1

Meeting Minutes

Date: 26th June 2012

Venue: Mcdonald's, Sunway Pyramid.

Attendees: Qloe, Raisa, Sammy, Vivien

Kitschen Flagship Store Visit and Background Research

Agenda

1. Site visit to Kitschen, Sunway Pyramid and a rough layout in drawn out. However,  we failed to get layout, past content and much information from the branch manager.
   Our observations are:
• Usage of sale baskets and mannequins noted.
• Using sales to attract consumers.
• Noted that price is ranged from low (RM 15) to high (RM 100+).
• Dim lighting in store.
• Resting area strategically installed near the Men's section.
• Noted that layout is cluttered and not well organized.
• Store's interior consists of three different tones; white, dark grey and brown(wooden).
• Interesting collateral noted but with terrible finishing.
• Target audience not clear through products displayed.
• Music choice is good and gives positive effect on the overall ambience.
• Window display shows how unorganised they are. Missing to appeal to the intended target audience.
• Actual customers are not of the intended target audience.
2. Pin pointing competitors:
• Possible competitors: Topshop, MNG, Cache Cache, Springfield, H&M, Cotton On, Uniqlo, Forever 21, Padini.
• Competitors nearby: Forever 21, Cotton On
3. Agreed conclusions and actions:
• Need to find out past contents, activities, competitions, etc.
• Raisa to call the headquarters for information.
• Lifestyle that Kitschen is trying to sell: Kitchen concept, experimenting with food is like experimenting with clothes analogy, mix & matching, youth.
• Setup of this blog.
• Need more in depth research of its competitors.

A reference for possible competitors.

Meeting adjourned.