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TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
TEFFY. FROM THE IDEA TO CUSTOMER
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TEFFY. FROM THE IDEA TO CUSTOMER

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The main goal of the thesis is creating a new brand of high-end clothes from the concept generation till the final consumer. Name TEFFY was chosen for a new company and the story behind the brand name …

The main goal of the thesis is creating a new brand of high-end clothes from the concept generation till the final consumer. Name TEFFY was chosen for a new company and the story behind the brand name was elaborated, for more sophisticated communication with the future eligible target.
There were realized that traditional Russian style is very valued abroad and according to this findings was proposed the unique and recognizable DNA.
In the processing of development the thesis the clear brand vision and objectives were worked out. Based on theoretical works of contemporary marketers it were created the business and financial plan and communication strategy for a TEFFY trademark, with emphasis on the market need, image, product, target group, mode of operations and resources.
When dealing with the product development to better analyze the global trends and colors and fabrics directions the forecasts from the leading agencies such as WGSN and trendstop. com and fabrics fairs such as Premier Vision in Paris and Milano Unica in Milan were used. The professional experience of the textiles companies from Italy and France was learned in order to find the best suppliers.
At the end author was learned distribution channels in order to find the right one and propose the proper distribution strategy interms of fast growing e-commerce and social media channels.

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  • 1. FROM THE IDEA TO CUSTOMER by Anastasia Buchinskaya Mentor: Annamaria Tartaglia Project assistant: Serena SignoriniMASTER IN FASHION MANAGEMENT 2012
  • 2. THE FASHION BUSINESS IN THE NEW DECADE DESIGN COMMUNICATION TECHNOLOGIES NEW CULTURE MULTI-COMPETENCE COMPANY CONSUMPTION RETAILING MANUFACTURING INNOVATIONS E-COMMERCE 2/27MASTER IN FASHION MANAGEMENT 2012
  • 3. BUSINESS IDEA OF TEFFY Unique clothes with Quality made in Italy Russian elements Bespoke clothes online. Main collection every Every customer can season create with key elements ( specific a unique dress using the shapes, patterns, details elements, fabrics with Russian elements) from the main collection according to the individual measurements online. 3/27MASTER IN FASHION MANAGEMENT 2012
  • 4. WHO IS TEFFY WOMAN?
  • 5. TARGET • From 25-45 years old • Woman of the world • Loves Russian style, patterns, elements • Lives in a big city • Intellectual woman and dreamer • Very feminine, looks pretty • She is self -oriented, prefers style to comfort • It’s important for her to look elegant every time • Not really follows the trends, prefers her own unique style • Loves materials, which underline her beauty and femininity in a sophisticated way-lace, embroidery, silk, leather. • Silhouettes: hour glasses, rectangle and A-silhouette • She loves to wear dresses • Loves to be unique 5/27MASTER IN FASHION MANAGEMENT 2012
  • 6. MARKET LANDSCAPE COMPANIES SPECIALIZED IN LUXURY FASHION & ACCESSORIES UK ONLINE FASHION IN USA USA 446 RUSSIA $ 30 BLN AND 591 GERMANY 91 65 GROWING IN 16% PER YEAR. ITALY LUXURY CONSUMERS MAKES FRANCE 390 $ 419 000+ PER YEAR 335 Information provided by Luxury Society Market Guide 2011 THERE ARE NO FASHION BRANDS THAT HAVE BESPOKE COLLECTION SERVICE ONLINE BURBERRY BESPOKE TRENCH 6/27MASTER IN FASHION MANAGEMENT 2012
  • 7. WHO IS TEFFY COMPETITORS?
  • 8. POSITIONING MAP HIGH PRESENCE NONE OF THE COMPETITORS HAS ONLINE BESPOKE SERVICE IN EUROPE ALMOST ALL COMPETITORS PRESENTED LOW IN EUROPE & USA 1 PERSPECTIVE POSITIONING VERY LOW PRESENCE THROUGH E-COMMERCE RUSSIAN STYLE CONTEMPORARY STYLE 1 LOW PRESENCE IN EUROPE 8/27 7/27MASTER IN FASHION MANAGEMENT 2012
  • 9. SWOT ANALYSIS • BESPOKE CLOTHES BASED ON ELEMENTS OF • BE THE FIRST BESPOKE BRAND ONLINE SEASONAL COLLECTIONS ONLINE. • DEVELOP DIFFERENT COMMUNICATION CHANNELS • RECOGNIZABLE RUSSIAN STYLE, BASED ONS O TO CREATE A STRONG BRAND AWARENESS TRADITIONAL ELEMENTS OF CULTURE. • BE THE FIRST BRAND BASED IN EUROPE WHICH • BESPOKE CLOTHES - UNIQUE STYLE. PROMOTES RUSSIAN STYLE IN A SOPHISTICATED • FABRICS, PRINTS CREATED IN A LIMIT QUANTITIES, WAY EXCLUSIVITY • PRESENT A UNIQUE MIX OF QUALITY AND STYLE • QUALITY MADE IN ITALY • LOW CUSTOMER’S INTERESTW • NEW IN THE MARKET • DOESN’T HAVE A BRAND AWARENESS • DIFFICULT TO PREDICT THE CONSUMER BEHAVIOR IN TERMS OF BESPOKE SERVICE T • ECONOMICAL CRISIS 9/27MASTER IN FASHION MANAGEMENT 2012
  • 10. TEFFY IDENTITY
  • 11. TEFFY DNA Slogan “From Russia with love for unique woman” 1 Femininity 2 Russian heritage 3 Cosmopolitan woman 4 Modern elegance 5 Lace, embroidery, patterns and prints 6 Limited editions collections. Atmosphere of exclusivity 7 Bespoke clothes. Create a unique garment only for you 11/27MASTER IN FASHION MANAGEMENT 2012
  • 12. PRODUCT DEVELOPMENT
  • 13. PRODUCTION PROCESS 1 GARMENT 5 6 TECHNOLOGIEST RESEARCHING SAMPLE PRODUCT DESIGNER. TOILE 7 TRENDS. MACHINIST SAMPLES CUT & PRODUCT DEVELOPED COLORS. PATTERN PRODUCT MANAGER SEWN SHAPES. CUTTER FINAL SAMPLES MANAGER FABRICS COLLECTION SALES 4 SELECTED MANAGER SAMPLE 2 MACHINIST PATTERN CUTTER PATTERNS 8 DEVELOPING DEVELOPED PRODUCT SELLING SEASON PRODUCT MANAGER ORDERS. DESIGN SALES DESIGNER. 3 PRODUCTION RUN MANAGER CALCULATED 8 ORDERING SAMLING FABRICS & PRODUCT TRIMS EMPLOYEES MANAGER 9 PATTERNS GRADED PATTERN CUTTER 14 10 SALES PACKAGING & SAMPLE PRODUCTION OF MANAGER SHIPPING MACHINIST2 ORDERS OUTSOURSING GARMENT 11 13 TECHNOLOGIEST BESPOKE QUALITY PRODUCT GARMENTS CONTROL MANAGER PRODUCTION 12 GARMENT TECHNOLOGIEST PATTERN 5-7 DAYS CUTTER 2 PACKAGING & SHIPPING OUTSOURSING 13/27MASTER IN FASHION MANAGEMENT 2012
  • 14. MATERIALS 7 5 6 1 1 2 4 2 8 3 1 blackout with print 3 artificial leather 5 wool 7 cashmere Prints for fabrics 2 satin with print 4 velvet 6 silk 7 silk (lining) 14/27MASTER IN FASHION MANAGEMENT 2012 There is not a whole list with fabrics, used in collection.Here the fabrics were used for samplings.
  • 15. SKETCHES 38-46 5 items of each design 950 total 15/27MASTER IN FASHION MANAGEMENT 2012
  • 16. BESPOKE CLOTHES ONLINE LOG IN / REGISTRATION brand collections where to buy bespoke contacts blog FRONT SLEEVES COLLAR MATERIALS BACK SKIRT DETAILS LINING DRESS BUY 900 € BLOUSE MEASUREMENTS PANTS B W H SKIRT 93 64 103 VEST JACKET 16/27MASTER IN FASHION MANAGEMENT 2012
  • 17. EXPENSES. PROFITABILITY * Business entity 10000 € Total prospective Net Workers salary 8400 €/ 100800 € Total Start up costs profit after the 1year of Raw materials& production 136066 € 207,031€ operating Working capital 25000 € 98,245€ Borrowings 207000 € Profit and January February March April May June July August September October November December Totals loss forecast Sales €- €- €- €- €- €- 51727,5 € 103455 €. 155182,5 €. 175873,5 € 258637,5 € 744876 € (invoiced) Cost of 8977,5 € 17955 €. 26932,5 €. 30523,5 € 44887,5 €. 129276 € goods sold Gross profit €- €- €- €- €- €- €- 42750 €. 85500 € 128250 €. 145350 €. 213750 €. 615600 €. Rent 1200 €. 1200 €. 1200 €. 1200 €. 1200 €. 1200 € 1200 € 1200 € 1200 € 1200 € 1200 € 1200 € 14400 € Production €- €- 3292,56 €. 3292,56 €. 54876,02 € 54876,02 € 54876,02 € 3292,56 €. 3292,56 €. 54876,02 € 54876,02 € 54876,02 € 342426,35 € Workers 616 € 616 €. 616 € 616 € 616 € 616 € 616 € 616 € 616 € 616 € 616 € 616 € 7392 € compensati on Total 13694,08 € 13694,08 € 16986,64 € 16986,64 € 68570,1 € 69570,1 € 71670,1 €. 17486,64 € 21986,64 €. 68570,1 €. 69570,1 € 68570,1 € 517355,31 € Result Net profit -13 694,08 € -13 694,08 €. -16986,64 € -16986,64 € -68570,1 € -69570,1 € -71670,1 € 25263,36 € 63513,36 € 59679,9 €. 75779,9 € 145179,9 € 98244,69 €MASTER IN FASHION MANAGEMENT 2012 * The whole list of start up expenses see at Final Report p.47-50 17/27
  • 18. PRICING Premium pricing •help attract status-conscious consumers; •reflect the increased cost of production People will buy a premium priced product because: •high price is an indication of good quality; •to be a sign of self-worth - "They are worth it"; it authenticates the buyers success and status; •it is a signal to others that the owner is a member of an exclusive group; Break-even analysis TOTAL MAIN PRODUCTION COST 136065.25 € Average selling Number of unit TOTAL COLLECTION ITEMS 950 price per unit sales to break even 1000 € THE AVERAGE BASE PRICE 150 € 609 18/27MASTER IN FASHION MANAGEMENT 2012
  • 19. TEFFY DISTRIBUTION
  • 20. DISTRIBUTION CHANNELS 42% SALES THROUGH E-COMMERCE SALES THROUGH 53% OFFICIAL WEBSITE WWW.TEFFY. in 2014 WHOLESALER ORG LUXURY MULTI BRAND ONLINE BOUTIQUES STORES ITALY WWW.NET-A-PORTER.COM WWW.NOTJUSTALABEL.COM • ANTONIA WWW.LN-CC.COM • LUISA VIA ROMA WWW.AVENUE32.COM • JULIAN FASHION www.watch-that-label.com www.mytheresa.com www.farfetch.com www.stylebop.com 20/27MASTER IN FASHION MANAGEMENT 2012
  • 21. TEFFY COMMUNICATION
  • 22. CREATE BUZZ STRATEGY Presence through social media channels Web site with bespoke service Dressing celebrities ( www.theredpages.co.uk ) Participation in different networking events INVESTORS BUYERS & CUSTOMERS Cocktail parties with presentation of collection for public, buyers Look book, press release, line sheet Meeting with potential investors PARTNERS Participation in different festivals (Ex. Festival della Moda Russa) MEDIA COVERAGE BLOGGERS, JOURNALISTS, EDITORS 22/27MASTER IN FASHION MANAGEMENT 2012
  • 23. SOCIAL MEDIA.WEB SITE FROM RUSSIA WITH LOVE FOR UNIQUE WOMAN brand collection where to buy bespoke contacts blog AUTUMN WINTER COLLECTION 2013 ENG RUS IT 23/27MASTER IN FASHION MANAGEMENT 2012
  • 24. LOOK BOOK.PACKAGING LIMITED COLLECTION “RUSSIAN SAMOTCVETY” TEFFY label TEFFY bag TEFFY hang-tag LIMITED EDITION LIMITED EDITION COLLECTION “RUSSIAN SAMOTCVETY” COLLECTION ART 60107 “RUSSIAN SAMOTCVETY” 1/5 DRESS Collection inspired by the elements of traditional Russian SIZE 40 culture and art. Precious stones COL.601 “Samocvety” in ancient Russian LIGHT OHRA FROM RUSSIA WITH LOVE were one of the main element FOR UNIQUE WOMAN of traditional costumes for Tsar and COMPOSITION noblemen in Imperial Russia. CASHEMERE 100% AUTUMN WINTER 2013 Each garment of the collection VISCOSE 60% COTTON% repeats only 5 times,that makes the collection really unique. LINING: SILK 100% Look book of the collection “Russian Samotcveti” FROM RUSSIA WITH LOVE FOR UNIQUE WOMAN MADE IN ITALY 24/27MASTER IN FASHION MANAGEMENT 2012
  • 25. EVENT Cocktail party “From Russia with love” GUESTS PRESENT THE FIRST press COLLECTION. bloggers investors PRIVATE ORDER celebrities EVENING. SALES buyers SAMPLINGS. photographers BUDGET 8000 € GOALS Invitation Create the To achieve first meeting coverage in the with the media brand Raise brand awareness Sales samples 25/27MASTER IN FASHION MANAGEMENT 2012
  • 26. TEFFY OBJECTIVES Find a good team Collaborate with partners Deal with investors Create a stable network - suppliers, manufacturers, buyers Continue to increase brand awareness online and offline High presence in Europe Increase profits 26/27MASTER IN FASHION MANAGEMENT 2012
  • 27. REFERENCES“BY INVITATION ONLY. HOW WE BUILT GILT AND CHANGED THE WAY "READY TO LAUNCH: THE PR COUTURE GUIDE TO BREAKING INTO FASHION http://www.asos.com/Women/Accessories/Cat/pgecategory.aspx?MILLIONS SHOP”- A. MAYBANK, A.WILKIS WILSON, PORTFOLIO/ PENGUIN, PR" -C. NORICKS, KINDLE EDITION, 2012 cid=4174#state=Rf900%3D2208&parentID=Rf900&pge=0&pgeSize=20&sort=-12012 http://www.paulakeech.moonfruit.com/#/services/4557308359 cv http://www.bplans.com/clothing_manufacturer_business_plan/ “THE BUSINESS OF FASHION: DESIGNING, MANUFACTURING AND executive_summary_fc.php#.UEW_OGikTdk“BRAND FAILURES” – M. HAIG, KOGAN PAGE, 2011 MARKETING”-L.D.BURNS, N.O. BRYANT, FAIRCHILD PUBLICATIONS, 2002 http://www.refinery29.com/charlotte-perrottey http://www.sensitivefabrics.com/index_en.php#/en/ “THE FASHION DESIGNER SURVIVAL GUIDE” - M. GEHLHAR, KAPLAN“DELUXE: HOW LUXURY LOST ITS LUSTER – DANA THOMAS, THE PENGUINE eurojersey_sensitive_contacts/ PUBLISHING, 2008PRESS HC, 2007 http://product.skillshare.com/2012/09/three-big-decisions-your-startup-will- make/ "THE FUNDAMENTALS OF BRANDING"- M.DAVIS, AVA PUBLISHING SA, 2009 http://startupwomen.ru/stati/obzory/beta-versiya-novye-fashion-startapy-niu-“DESIGNING BRAND IDENTITY” - A.WHEELER, JOHN WILEY & SONS, INC, iorka2009 http://riamoda.ru/article/news-41.html http://haphazardslapdasheffects-pam.blogspot.it/“FASHION BRANDS: BRANDING STYLE FROM ARMANI TO ZARA” - M. “THE LUXURY STRATEGY” – J.N. KAPFERER, V. BASTIEN, KOGAN PAGE LTD, http://www.vogue.it/en/people-are-talking-about/art-photo-design/2011/10/TUNGATE, KOGAN PAGES PUBLISHERS, 2008 2009 eleganza-in-esilio-diaghilev http://www.vassiliev.com/book.htm “THE NEW STRATEGIC BRAND MANAGEMENT”- J.N. KAPFERER, KOGAN“FASHION ENTREPRENEUR: STARTING YOUR OWN FASHION BUSINESS” - http://www.zootmagazine.com/2012/02/02/fractal-cosmology-fashionably- PAGE LTD, 2007S.BURKE, BURKE PUBLISHING, 2008 remastered-lisa-shahno/ http://fashionablymarketing.me/2012/09/how-to-build-a-digital-strategy/ “THE PRODUCT MANAGER HANDBOOK” - L. GORCHELS, NTC BUSINESS http://www.fastcompany.com/1834293/4-ways-create-brand-content-people-“FASHION MARKETING” - MIKE EASEY, WILEY BLACKWELL, 2009 BOOKS, 2000 actually-care-about http://www.prcouture.com/“FASHION UNRAVELED” - J.L. MATTHEWS, EAST BUY FASHION RESOURCE, “YOU ARE WHO YOU WEAR: A CONCEPTUAL STUDY OF THE FASHION http://www.just-style.com/management-briefing/apparel-industry-challenges-2009 BRANDING PRACTICES OF H&M, FOREVER 21, AND URBAN OUTFITTERS” A. in-2012_id113370.aspx COMUNALE, ARTICLE http://www.trendhunter.com/trends/avenue-l-baroque-dark-fantasy http://www.telegraph.co.uk/sponsored/russianow/culture/6931839/Russian-“HOW GLOBAL BRANDS COMPETE”- D.B. HOLT,J.A. QUELCH, E.L. TAYLOR, fashion-every-revolution-has-had-its-effect-on-the-national-wardrobe.htmlHARVARD BUSINESS REVIEW, SEPTEMBER 2004 http://www.mytheresa.com/en-de/? http://www.odt.co.nz/lifestyle/fashion/11857/russian-label-irfe-rises-its-ashes- quid=61058413421S1091648T&gkid=acxQFGLnEolOWg&siteID=QFGLnEolOWg paris -“HOW TO SET UP & RUN A FASHION LABEL” - TOBY MEADOWS, LAURENCE http://ru.wikipedia.org/wiki/IRFE qeRbfMxkkE4S94LwmEHzhg&utm_source=Affilate&utm_medium=INT&utm_camKING PUBLISHING 2009 http://www.vogue.ru/magazine/article/165022/ paign=2 http://www.prnewswire.co.uk/knowledge-center/ http://stylekingdom.com/fashion-blogs/ http://www.fashionarium.com/post/17086137999/10-books-to-help-you-easily-“HOW TO START A CLOTHING EMPIRE”- B. MARINO, STS SALES, 2006 www.wgsn.com start-your-fashion-design http://www.chicintuition.com/?cat=6 http://clothingindustrydirectory.com/ http://www.luisaviaroma.com/index.aspx?#getData.aspx|“ LUXURY BRAND MANAGEMENT” - M. CHEVALIER, G. MAZZALOVO, JOHN http://www.simplyhired.com/a/salary/search/q-fashion+design CallType=ListOfProd&season=actual&gender=women&des=146WILLEY& SONS (ASIA), 2008 http://www.anna.lv/ru/2/aofhc.htm http://www.nytimes.com/pages/fashion/ http://www.globalpointny.com/work/view/alina_german http://fashionista.com/2012/08/proenza-schouler-ceo-shirley-cook-and-joseph-“ LUXURY FASHION BRANDING” – U. OKONKWO, PALGRAVE MCMILLAN, http://www.fashionista.ru/new10/2011/10/27/alina-german/ altuzarra-talk-getting-knocked-off-hiding-new-products-and-striking-the-right-2010 http://www.tatler.ru/krasota_i_tolko_15/ balance-with-social-media/? http://russiapedia.rt.com/prominent-russians/entertainment/igor-chapurin/ utm_source=Fashionista&utm_campaign=Fashionista_Daily_08_15_2012&utm_m“ LUXURY ONLINE” – U. OKONKWO, PALGRAVE MCMILLAN,2010 http://www.guardian.co.uk/lifeandstyle/2008/jan/13/fashion.features4 edium=email http://russianow.washingtonpost.com/2010/10/young-designers-freshen- http://www.businessoffashion.com/category/education“LUXURY SOCIETY MARKET GUIDE.GERMANY”, 2011 moscows-catwalk.php http://www.businessoffashion.com/2007/02/the-business-of-fashion-basics-1- http://www.style.com/trendsshopping/stylenotes/071712_Ulyana_Sergeenko/ setting-up-your-own-fashion-business-what-do-i-need-to-know-first.html #page-2“LUXURY SOCIETY MARKET GUIDE.FRANCE”, 2011 www.chapurin.com www.akhmadullina.com http://www.dir.ca.gov/dlse/howtoobtaingarmentregistration.htm http://serebrova.com/ http://www.inc.com/guides/price-your-products.html“LUXURY SOCIETY MARKET GUIDE.ITALY”, 2011 http://www.amayaarzuaga.com/amaya-eshop/ http://www.designerfactfile.com/content/366/Fashion-Calendar IRINA SHABAEVA.COM http://www.ln-cc.com/en/restofworld/women/dresses/icat/women-dresses/?“LUXURY SOCIETY MARKET GUIDE.RUSSIA”, 2011 http://www.vilshenko.com/lookbook/autumn-winter-1112/0/EN esp_filter_sys_price=1072%3a1329.99#brands http://www.marieclaire.com/fashion/trends/top-female-designers-to-watch? WWW.NET-A-PORTER.COM click=mar-more#slide-11 WWW.NOTJUSTALABEL.COM“LUXURY SOCIETY MARKET GUIDE.UNITED KINGDOM”, 2011 http://www.lookatme.ru/mag/fashion/fashion-news/177355-look? WWW.LN-CC.COM utm_source=facebook.com&utm_medium=lam-fb-page&utm_campaign=177355“LUXURY SOCIETY MARKET GUIDE.UNITED STATES”, 2011 http://www.slideshare.net/hemanthcrpatna/marketing-management-6215627 WWW.AVENUE32.COM http://www.forbes.com/special-report/2012/0801_college-entrepreneurs.html www.watch-that-label.com http://www.forbes.com/special-report/2012/0801_college-entrepreneurs-“MARKETING MANAGEMENT, MILLENNIUM EDITION” - P.KOTLER, CUSTOM http://www.independent.co.uk/extras/indybest/fashion-beauty/the-50-best- goodman.htmlEDITION FOR UNIVERSITY OF PHOENIX, 2001 27/27MASTER IN FASHION MANAGEMENT 2012
  • 28. THANK YOU!

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