CORE SPIRIT IS A BRAND WITH A NEW DESIGN STATEMENT We believe style is about self-expression. The way you tell the world who you are, what you stand for and how you live. Style of CORE SPIRIT means extravagant life. We have sought to redefine existing formulas by imbuing the clothes with a true sense of originality, a feel for the times, stylishly announced through contrasting fabrications, svelte silhouettes and stunning details. Never before has there been a style as lush, lux and lavish.

2. INTRODUCTION
The luxury end of the fashion industry is surprisingly
undifferentiated given the sheer number of brands on the market.
Launched in late 2007, based in London Core Spirit designs,
manufactures and distributes high-quality fashion – exclusively
under the ‘Core Spirit’ brand - to 20-35 year old females and
males.
Core Spirit is sold online as well as directly in more than 20
countries in high-level boutiques and major department stores.
We plan to launch our first branded flagship boutique in London’s
Bond Street some time in 2010 and this will be followed with
similar stores in Moscow & Dubai. Core Spirit garments will be also
available for purchase at Harrods from November 2009.

3. OUR CUSTOMERS
Our core customer base can best be described as 20-35 year-old
urbanites for whom partying and socializing is central to their
existence. Extremely fashion-conscious, they spend a sheer
amount of disposable income on their ‘look’ and dress.
A NOVEL APPROACH TO CUSTOMER PROFILING
Core Spirit is transforming stereotypical customer targeting.
Instead of employing the conventional demographic data used
by competitors, CS has found that activity-driven profiling is far
more relevant and effective.
Core Spirit defines its main target audience as ‘Party People’.
Conventional analysis would categorise this group in a very dry
and mechanical way: e.g. ‘20-35 year-old single young
professionals with above-average disposable incomes’.
However Core Spirit places far less weight on what they ‘are’ –
be that the accommodation they live in, the car they drive or
the job they do – than what they ‘do’ and how they live their
lives. Core Spirit believes its target audience is far better
defined by lifestyle choices and social activities than by
straightforward demographics. Clubbing or purchasing new
clothes and accessories are viewed as life’s absolute necessities
- even in the current challenging economic climate these are the
very last things they’re prepared to cut back on.

4. “MASS MARKET LUXURY”
Approaching our audience in this way has given Core Spirit a
unique opportunity to deliver a ‘mass market luxury’
proposition. This has opened up a far wider audience for luxury
fashion. In addition, Core Spirit’s surprisingly rare combination
of having distribution knowledge and production expertise which
combined with design strengths, delivers another big
advantage: price. Taken together these factors have created a
‘virtuous circle’ in building brand awareness and increasing
sales.
Global fashion industry is heavily influenced by celebrities. This
situation often makes fashion houses compete with each other
for having their clothing worn or endorsed by famous people.
The truth of the matter is fashion brands have little option but
to participate to get noticed.
We are somewhat cynical about playing the ‘celebrity game’.
Where is the correlation between the quality of the clothes and
a fashion house’s ability to secure celebrity approval? The ‘Party
People’ concept is delivered again – it immediately defined Core
Spirit as a brand that stood out from the crowd for all the right
reasons. Core Spirit plays superbly to a high profile segment of
the celebrity world, which in turn resonates superbly with our
main target audience.

5. BRAND POSITIONING

6. PRICES
Ladies Wholesale Retail
Dresses (15) From £80.00 to £120.00 From £216.00 to £324.00
Leather Jackets (5) From £160.00 to £220.00 From £432.00 to £594.00
Denim (12) From £40.00 to £70.00 From £108.00 to £189.00
T-Shirts (10) From £25.00 to £45.00 From £67.00 to £121.00
Track Suits (10) From £60.00 to £120.00 From £162.00 to £324.00
Mens Wholesale Retail
Shirts (10) From £25.00 to £60.00 From £69.00 to £162.00
Leather Jackets (5) From £160.00 to £220.00 From £431.00 to £594.00
Denim (12) From £40.00 to £70.00 From £108.00 to £189.00
T-Shirts (10) From £25.00 to £40.00 From £67.00 to £121.00
Track Suits (10) From £60.00 to £120.00 From £162.00 to £324.00

7. ETHICS
A significant move in terms of Core Spirit’s long-term
development and market positioning has been our decision
to switch all production from Far East factories to Italy.
This bold and, in many ways, counter-intuitive move is
expected to be of immense long-term importance for
several reasons:
A meaningful quality edge over competitors
A dramatic decrease in Core Spirit’s eco-footprint.
This we believe will continue to grow in importance
for consumers and will determine their attitude
towards brands.
Even within the higher-cost Italian production
environment CS has negotiated terms which provide
a cost advantage over rivals while still building a
sustainable, profitable business.

8. SOME OF OUR ACHIEVEMENTS
By testing our collections in Russia, Greece, Hong Kong and the
Middle East during 2008 we wanted to ensure that our
production processes were reliable and the end product of high
quality. We were delighted to confirm that 98% of goods
ordered were successfully delivered to our clients and that their
reactions were favourable. In 2009 Core Spirit’s collections were
already distributed in Belgium, Italy, Portugal and Japan.
Looking to the future, we have plans for sub-collections
including sunglasses, footwear, luggage, childrenswear and
perfume.
In recent months our clothes have been worn by numerous
celebrities, including Bruce Willis, The Saturdays, JLSD, Dizzee
Rascal, Calvin Harris, The Noisettes, James Morrison, Keisha
from ‘The Sugababes’, Natasha Bedingfield, Wyclef Jean and
(the ultimate Party Animal!) Callum Best.
In July 2009, Core Spirit was awarded a ‘Stevie’ Award for Best
New Company of the Year in The 2009 International Business
Awards. This is the only global, all-encompassing business
awards program honouring great performances in business.
CORE SPIRIT was selected from more than 1,700 entries
received from organizations in more than 30
countries. Successful finalists only emerge after undergoing the
scrutiny of an intense two month preliminary judging process,
culminating in a full week’s final judging.

9. IN SUMMARY:
WHAT MAKES CORE SPIRIT DIFFERENT?
Core Spirit offers a highly differentiated product in a
cluttered and somewhat oversaturated market
Core Spirit has adopted a radical and innovative
approach to customer profiling
Core Spirit has a clear and distinctive theme – ‘Party
People’ - which encapsulates our brand positioning
Core Spirit has secured very strong celebrity
endorsement
All Core Spirit’s production is based in single country
(Italy) at a time when consumers increasingly value
ethical sourcing policies