• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Lime & Vodka-Get High On Fashion!
 

Lime & Vodka-Get High On Fashion!

on

  • 950 views

Profile of LNV for brands

Profile of LNV for brands

Statistics

Views

Total Views
950
Views on SlideShare
949
Embed Views
1

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 1

http://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Lime & Vodka-Get High On Fashion! Lime & Vodka-Get High On Fashion! Presentation Transcript

    • STORE brand format profileUnderstand - Create - Differentiate - Partner - Venture out - Inspire
    • WHAT will we discuss in this presentation?Content of Brand profile :1. LNV Team2. BRAND - Vision, Mission, Values, philosophy and attributes3. Brand Identity, Store pics, Touchpoints4. Press and brand strength5. Why the New format concept - relaunch6. Target market and Customer profile7. Competition8. Reference store brands9. Merchandise plan10.Characteristics of LNV brand partners11.Commercial, payment and offsale terms12.Marketing strategy
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • who LNV ?? LNV TEAMBALACHANDAR RMBA - IIFT- PSG - Gold medalistTata International - Created strategy for Launch of Donna Elena Accessories for Indian market - 2000Head RETAIL OPERATIONS & MARKETING ASIA - Hidesign - 2002 to 2005Director -Hnsworld - 2005 to presentPartner & Head of MARKETING - Lime & Vodka - 2009 to presentConsultant - STRATEGIC PLANNING & MARKETING - Pearl Academy of Fashion - 2009 to present PAULSON PAUL PICK N SAVE, OMAN - Logistics manager - 1998 to 2002 Regional OPERATIONS Manager - Hidesign - 2002 to 2006 Pepe Jeans - Key accounts Manager - 2006 to 2007 Partner & Head of RETAIL OPERATIONS & SALES - Lime & Vodka - 2009 to present Regional Sales Manager - Arvind Brands - 2007 to 2009
    • strengths of this TEAM? excellent track record in RETAIL of over 2 decadesproven expertise in BRAND building consistent performance in SALES young & energetic TEAM indepth know-how of retail OPERATIONS wides spread NETWORK and relationships in RETAIL industry
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • Brand VisionTo be the most recognised, frequented, appreciated fashion store brand among young Indians.Brand MissionLNV is a showcase for alternative and upcoming brands that create casual, streetwear,fusion wear apparels, footwear and fashion accessories targeting youth and young professionals.It aspires to be "THE fashion store for the young" offering interesting brands with a unique brandidentity and product designs and are not available in the mainstream retail but yet affordable.Brand ValuesDistinct, fashion, affordability, youthful, Cool, down to earth,aspirational, Care, Consciousness, Compassion.
    • Brand Philosophy at LNVWe believe....You own the brand LNVAt LNV we believe in a retail concept which weaves together a story that seeks to be distinctand dynamic. It achieves this beautiful quality as the user is an integral part of the process ofcreation of this story.We believe...Life is about partnershipsWe believe in co-opting, co-operating and collaborating with creators and customers andstrongly feel that it is definitely possible to have a win-win relationship in all aspects in lifewith all stakeholders.We believe...Life is multidimensionalWe believe that we are blessed to have the opportunity to give our patrons an experiencethat is multidimensional - at physical, emotional and spiritual levels through our productsand through the brands that we offer them.We believe...All material objects are just toolsWe realise that the best things in the world that become dear to us are not always expensive,yet we understand that these things are just tools to keep loved ones happy.We love our people and use our things.
    • We believe....in right of self expressionWe believe that every person has the right to express himself. What one wears, uses and giftsare tools of ones expression. We believe that the art of self expression is in choosing the rightbrands that one identifies with . Brands are not unnecessary indulgence, they are a means ofexpression.We believe....in ChangeWe believe in the old adage that there is nothing constant except change. Thats why we keepchanging for you - trying, experimenting, evolving, growing. We believe that the day we stopchanging, we disrespect the quantum of intelligence and creativity bestowed upon us.We believe....in creating a new worldWe believe that nothing can replace Creativity, Passion,Values and Great Design ...we stand for them.We believe....tomorrow is in our handsWe believe that the youth represent the future ...we identify with you...we know how you party,we also listen to your music, we wear the best of fashion, we appreciate good design and othergood things in life but at the same time we also realise the responsibility of tomorrow rest with us.We believe in our destiny.At LNV...We believe.
    • BRAND ATTRIBUTES OF LNVBrand PersonalityDifferent, Spirited, Daring, Sincere, Real, Friendly, Young, Cool, Contemporary,Confident, Intelligent, Unique, Independent, Original, Modern. Fashionable, Creative, FunBrand CharacterLoyal, trustworthy, Sincere, Consistent, TruthfulBrand PromiseAffordable fashion with distinct design flavour and brand identity.Brand differentiationInteresting brands under one roof for the young men and women.Brand positioningGet High on Fashion !!Brand CultureA culture of uniqueness, young at heart lifestyle, change, passion, creativity, values.Brand partnersPartner brands like Maybell, Peekri, Hipcurve, Dope, Mandira Bansal, People tree, Purple jungleBrand Identity :Distinct name tells people that we are unique. Tinge of green in our logo denotes the freshness and change.Our caption of "Get high on fashion" denotes our brand essence of sticking to all ideas that relate to fashion and design.
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • MYSTERYBEHIND THEnameWe needed a brand name that reflected the target market - cool, happening, unique, somethingthat stands out in a crowd and creates a WOW factor.We had a list of 100 names shortlisted whichrevolved around the themes of music, pubbing and fashion. From this we narrowed down to 20names through a focus group discussion of friends. Then we conducted a market research with thesecond list of 20 names with a sample size of 300 people in chennai and bangalore among thetarget audience of 16 to 40 year olds. 90% of the respondents reactedpostively to the name "Fashion vodka" and reasoned that the world "Vodka" sounded very cool tothem. Coincidently "Vodka" was voted the coolest drink in an online survey this yearamong youth audience. In the name we wanted to avoid cliches like "Fashion", "Style", "Design"etc. Hence we hunted down for a prefix or a sufix that would complement vodka. Researchagain revealed to us that Lime along with Vodka was a favourite combo for enthusiasts. Hence wedecided on "Lime & Vodka" as the brand name but with the tagline of "Get High on Fashion!" whichconnected our concept with our product.
    • LNV store
    • BRANDtouchpoints
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • mediaCOVERAGE
    • STRENGTH of LNV Brand1 Regular customers from all across Chennai2 LNV Customer database of 3000 members3 Facebook presence and fan following of more than 1000 members4 High brand recall and awareness among city youth5 Brand association with Products that are unique and distinct6 BRANDing and marketing strength7 BRAND name
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • how will niche brands survive ....when big brands have seemingly unlimited budgets to promote? when real estate costs have sky rocketed? when stand alones get ignored because of mall culture? When large format store ignore niche brands?
    • the only SOLUTION to succeed in this market is a ... C STRATEGY o-operate ollaborate reateCo-operate, Collaborate & Createwith like minded brands having similar vision and ideology
    • WHY this NEW FORMAT of LNV :1. Lack of Retail stores that represent fashion and design oriented brands properly at theircounters so as to ensure the brand identity is not diluted.2. Lack of speciality stores targeting the young other than export surplus stores.3. Customers not having access to exclusive merchandise in terms of fashion,design and brands at affordable prices.4. Among big brands that have bigger budgets, the upcoming brands dont have a support systemand market access to succeed at a lower budget. LNV seeks to offer this platform for upcomingbrands to launch into the market.5. LNV tracks customer feedback and input seriously. Based on a survey with our regularcustomers we feel this is the way forward that they want LNV to take.After all any good brand is owned by its customers !
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • the CUSTOMERS are asking whether ... the new brand has UNIQUE designs and styling?the price/VALUE equation should be favourable? will it make me FEEL good when I wear it ? (Branding) will it give me RECOGNITION in the society ? (Advertising) is it easily ACCESSIBLE and available? what is the GUARANTEE?
    • UNDERSTANDING our CustomersTARGET market :1. 18 to 35 year olds2. Men and women3. Studying in higher education or working as young professionals4. Sec A, B + and B5. Upwardly mobile in chennai6. Someone who enjoys shopping7. Is brand conscious in terms of design and identity.
    • PROFILING our customer1. College girl who is energetic, bubbly, fashionable and updated.2. College guy who is cool, hip, happening and cares for his looks.3. Young working men and women who are fashion conscious, value conscious, look for unique brands.4. Young working women seeking to wear fashionable yet comfortable attire.5. Young professionals who like a bit of adventure and colour in whatever they do and want to present themselves distinctly.6. Young homemakers who are looking for a change from the regular and are open to trying out new brands.7. Middle aged men and women who feel young and want to look young. They have arrived in life and dont want wannabe stuff.8. Fashion conscious customers who would like to be on par with trends and styling thats hot and happening not just in Delhi and Mumbai but in streets of Paris to Bangkok.9. Men and women who believe that one is truly dressed up not only with just apparels but by accessorising correctly by teaming up apparels with the right fashion accessory whether be it a bag, wallet, belt, footwear or jewellery.
    • CUSTOMER service at LNV :What we do to make our customers feel important ?1. All customers become part of the LNV club members database.2. We connect with them through our Facebook page.3. Product updates are emailed to them and updated on FB page4. Certain regular customers are updated by phone about new arrivals of their choice.5. For out station customers we offer free delivery.6. Gifting option for friends - Customers gift an ensemble for their friends after choosing from our options. We would courier it to their friends directly on our customers behalf.7. We conduct monthly events for which our customers are invited.8. Offers and promotions are first open to our registered LNV club members.9. We provide special offers for their special days - birthdays and anniversary.As LNV believes that our customers own this brand, we keep constantly listening to them and takingtheir feedback their entire brand experience. This evolved LNV format is also a result of one suchorganised feedback session from our regular customers.
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • Competition :1. Brand exclusive store -Lee, Levis, Puma, Pepe Jeans, Allen solly, Derby, Basics, Tommy Hilfiger, Benetton,2. Designer boutiques / Formats -Kimaya, Evoluzione, Mio, Collage, Purple, Ambrosia3. Large format stores / Department stores -Lifestyle, Shoppers, Westside, Pantaloons, Central4. Speciality format stores (Exclusive) -Evolve, Amethyst, Casablanca, Anokhi, Anteedote, Silkworm boutique, Boheme5. Multi brand outlets -Histyle, Style one, Sellers, Rex Fashions,6. Export surplus -Fashion folks, dollars n pounds, Estilo, Just casuals, Cool club, Easy to wear,Waves, Crazy world of fashion, Upper Crest,
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • Reference store brands in other cities Orange bicycle Taxxi & Vitamin K Aphrodite White peacock Butter Bombay Electric Blue Banyan Turmeric design Purple sack Attic Masala Chai People Tree Levitate Ffolio
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • MERCHANDISE PLANProduct categories :APPARELS ACCESSORIES & LIFESTYLETees - Men and women TiesShorts - men and women Stoles, scarvesCasual & Semi formal Shirts - Men BagsPolo tees - Men FootwearTrousers - Men Fashion jewelleryCasual Jackets - Men & Women Knick knacksWestern tops - Women Home designFusion Kurtas - Women GiftsDresses - womenSkirts - womenShrugs - womenLeggings - womenOccasions :Daily wear - work (casual, semiformal)Evening wear (casual, semiformal)Club wear (party range)Relax wear (casual)
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • Characteristics of LNV partner brandsWhat we look in our BRAND PARTNER :1. Unique brand identity and concept.2. Distinct design direction and theme.3. Targets the youth and the young, both men & women4. It is aspirational yet affordable.5. Not available widely in mainstream retail.6. Its a niche product.7. Has longterm brand vision.8. Is an ambitious but upcoming brand hence try harder.9. Believe in the concept of Co-opting, Co-operating and Collaborating for sustained growth.
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • Commercial terms OPTIONS for Partner brands :1. SOH Model - Space on Hire option Model -200 sqft / 10 feet running wall space - 30,000 per month (includes rental, overheads etc)Entitles exclusive space for brand and Brand visual2. Concessionaire model -Minimum guarantee of Rs 25,000 or 30% percent of sales whichever is higher.Entitles exclusive space for brand and Brand visual and Brand involvement at all levels.3. Exclusive Space on Consignment model - 35% of sales - Entitles exclusive space for brand4. Basic consignment model - 30% of sales - No exclusive space and representation for brand(Please note : Above margins indicated are Exclusive of all taxes and levies)Payment terms :Payment will be released by cheque on fortnightly basis for the goods sold during the previous fortnight.Payment cycle - First fortnight ends 15th and second fornight ends 30th of every month.Buying cycle :1. Projections and orders reviews every quarter.2. Fashion hits every two months.3. Buying plan, projection and order confirmation every season (every 6 months)Off Sale :1. Two times a year - Jan 5th to Jan 25th and July 5th to July 25th.2. Brand and LNV to share the discounts on mutually agreed terms.
    • LNV Team Marketing Understanding Strategy LNV Brand Brand Commercial Identity Terms & Touchpoints LNV Media Brand LNV CoveragePartners Profile & Brand Strength LNV Merchandise New Plan Format Reference Brands Understanding for new our Format Our customers Competition
    • MarketingAs the idea of LNV is to help the partner brands create a niche in the marketand thereby build the brand, marketing is an integral aspect of this collaboration.LNV pools marketing costs across non-competitive brands that it showcases therebyensuring continous mileage for the partner brands.Various events, media coverages and activities are to be planned out by LNV on behalfof the brands and brands would be invited to participate in the same thereby sharingcosts and the mileage out of it.Core brand communicationAlternate fashion brands that are distinct in design, exclusive yet affordable andavailable under one roof - LNV!
    • thank you