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  • 1. SelfHelp Crafts Of The World
    1
    Fashion Market Strategy
  • 2. Background
    • Established in 1946, job creation program.
    • 3. Aim - “fair paying employment”
    • 4. Non-profit organisation with outlets and representatives throughout Canada and the United States.
    • 5. 65 producer groups
    • 6. Emphasized on traditional skills of production.
    2
    Fashion Market Strategy
  • 7. Saint John Store
    • Established in October 1988, at the east of Ontario.
    • 8. City Population – 77,000 approximately.
    • 9. Store did well in first year.
    • 10. Organizational structure
    • 11. Board of Directors – business community.
    • 12. Volunteers – preferred to be retail expertise.
    3
    Fashion Market Strategy
  • 13. Saint John Store
    • Products – required to national safety standards.
    4
    Fashion Market Strategy
  • 14. Saint John Store
    • Distribution
    • 15. Central Warehouse -National office of SELFHELP
    Crafts Canada in New Hamburg, Ontario.
    • Handled all purchases from producers.
    • 16. Location – downtown of Saint John “Trinity Royal”
    • 17. Preservation areas – restrictions imposed.
    • 18. Consistent working hours.
    • 19. Offices, restaurants, speciality stores etc.
    • 20. 3 major city employers.
    • 21. 3 high schools.
    • 22. 2 city major shopping complexes.
    • 23. Heavy consumer traffic on Saturday n lunch hours.
    5
    Fashion Market Strategy
  • 24. Saint John Store
    • Pricing
    • 25. All products were priced consistently by national office.
    • 26. Price = 25% was added to cost of production.
    • 27. Finances
    • 28. Personal loans from third party donors.
    • 29. Promotional Tools
    • 30. Public speaking
    • 31. Press conferences
    • 32. Publicity through print media and television.
    • 33. Community channels
    6
    Fashion Market Strategy
  • 34. Fashion Market Strategy
    7
    Problems and strategic solutions
  • 35. Fashion Market Strategy
    8
    Problems and strategic solutions
    Rationale for new store area:
  • 36. Fashion Market Strategy
    9
    Problems and strategic solutions
  • 37. Fashion Market Strategy
    10
    Problems and strategic solutions
  • 38. Fashion Market Strategy
    11
    Problems and strategic solutions
    Rationale for increased budget:
    • Double the advertisement and promotional expense for the current quarter.
    Hence, 1864.16 X 2= $ 3728.32
    • Remaining budget after advertisement expenses =
    $ 551.38
  • 39. Fashion Market Strategy
    12
    Problems and strategic solutions
  • 40. Fashion Market Strategy
    13
    Problems and strategic solutions