Final Thesis

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Academy of Art University
Final Review: Fashion Merchandising
Project: Taiwan High-end Online Menswear Boutique
Name: Fang-Cheng Chou
Student ID #: 03074643

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TABLE OF CONTENTS
1.0 Executive Summary
1.1 Abstract 6
1.2 Concept & Business Description 8
1.3 Mission Statement & Vision Statement 9
2.0 Industry Overview
2.1 Luxury & Menswear Market 10
2.2 Luxury Market in Taiwan 11
3.0 Product Strategy
3.1 Brand Selection 12-19
Alexander Wang 12
Benjamin Bertram 13
Christian L’enfant Roi 14
Helmut Lang 15
Kay Kwok 16
KRISVANASSCHE 17
Rad Hourani 18-19
3.2 Sourcing & Vendor Information 20-21
3.3 Pricing Strategy 22
3.4 Duty Rate 22
4.0 Taiwan & Target Market
4.1 Taiwan 24-27
4.2 Target Market 28-30
4.3 Customer Profile 32-35
5.0 Competitive Analysis
5.1 Competitors 36-41
5.2 Competitive Strategy 42-43
5.3 SWOT Analysis 44-45
6.0 Corporate Identity Systems
6.1 Logo 46
6.2 Office Location & Floor Plan 47-51
6.3 Packaging & Receipt Envelope 52-54
6.4 Business Card & Letterhead 55
6.5 Website 56-57
7.0 Marketing Strategy
7.1 Goal & Objectives for Marketing 58-59
7.2 Marketing Channel & Campaign Ideas 60-85
7.3 Interactive Media Budgeting 86-95
7.4 Traditional Media Budgeting 96-97
7.5 Celebrity Endorsement 98-99
8.0 Company Structure &
Operational System
8.1 Organizational Chart 100
8.2 Job Description & Responsibilities 101-104
8.3 Employee Benefits 105
8.4 Store Policies 105
9.0 Financial Plan
9.1 Financial Summary 108 
9.2 Start Up Cost & Office Equipment 109-111 
9.3 Assortment Plan 112-163
9.4 Product Ratio 164
9.5 Sourcing & Promotion Calendar 166-167
9.6 Marketing Calendar Detail 168-169
9.7 Profit and Loss Analysis 170-171
9.8 Three Years Sales Plan Cash Flow Forecast 172-173
9.9 Loan Payment 174-175
9.10 Growth Plan 176
10.0 Source

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1.0 Executive Summary
1.1 Abstract
Do you have hard time finding a high-end menswear store
in Taiwan?
Do you worry about finding an outfit for a special occasion in a
short amount of time?
In this technology booming generation, it is easy to fulfill your need!

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1.2 Concept & Business Description
According to a survey that the University of
Exeter conducted when they surveyed more than
three thousand people to find out about the shop-
ping behavior between men and women and how and
why they are very different they found that women,
in general, enjoy the process of shopping a lot. They
are willing to linger between stores and take a lot of
time to try different things. On the contrary, men
don’t like to spend that much time shopping.(1) They
are like hunters - they know what they need and
will strategically get what they want as soon as they
can. Also, according to Bain & Co. – a global manage-
ment and consulting company, Chinese men spent
1.1 billion USD on luxury products which is far more
than women who spent only 439 million us dollars in
2010 and the figure is still rising. (According to Bain,
Chinese people spent 2.55 billion USD on luxury
product in 2012.)(2) Furthermore, the stores that sell
high-end unique menswear brands are hard to find in
Taiwan. They are usually hidden in a small alley and
the selection is very limited. The conclusion is that
the high-end menswear market is something that Tai-
wan market is not well developed and that the online
component is relatively untouched. This is the inspi-
ration behind MAGNIFIQUE!
MAGNIFIQUE is an online menswear boutique that
imports high-end American and European brands.
MAGNIFIQUE is a French word for “magnificent” and
it means sublime and superlative. We go to fash-
ion week twice a year to research and find to carry
unique brands. We select some of the top brands in
the world and guarantee the products we provide are
very well-made with good quality. The clothing style
we select is a mix of trendy, androgynous, gothic, and
Japanese. We are dedicated to providing the latest
trends and styles of clothing to our customer. Our
product is suitable for daywear or special occasions.
1.3 Mission Statement & Vision Statement
Mission Statement
MAGNIFIQUE is dedicated to providing a convenient user-friendly online shopping
website with sublime, unique, and diverse designer brand menswear imported from
America or Europe to high-end clothes consumers in Taiwan. Customers can save
time and shipping cost to get the latest western apparel. As they continue to shop
with us they will leave feeling that we are the definitive source for our taste and
selections. We also want our customers to feel that customer service is not just a
phrase but a way of life forMAGNIFIQUE!
Vision Statement
To achieve our goal, we follow these steps:
We focus on sourcing American and European Brands.
We go to market to find our merchandise twice a year.
We are dedicated to carrying a variety of selections for our customer.
We will constantly discover new trends and new brands for our customer.
We provide a loyalty program that is thought through for the customer and that
goes hand in hand with our customer service.
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2.0 Industry Overview
2.1 Luxury & Menswear Market
The luxury market grew 6.5 percent at constant exchange and 2.2 percent at current ex-
change to 217 billion euros, or $288.2 billion at average exchange according to the study from
Worldwide Luxury Market Monitor 2014 presented by Bain & Co.. A partner in Bain & Co. said
that she expected growth at 4 and 6 percent over the next few years, and at constant exchange
Asia Pacific (excluding Mainland China including Taiwan) is expected to grow between 3 and 5
percent.(3) In 2013, with the exception of tailored clothing in Mainland China, menswear out-
performed womenswear.(4) In the United States in 2013, menswear grew at a faster pace than
women’s apparel last year, increasing its take at retail 5.2 percent to $60.8 billion from $57.8
billion. Specialty stores remained the largest channel for menswear activity, with revenues up 2
percent to $15.8 billion. Menswear purchases on websites increased 19 percent over those in
2012, accounting for 14 percent of the men’s market, or about $8.3 billion.(5)
The head of fashion buying and merchandising at Liberty London said that their store’s men’s
business has been incredibly stable and consistent for some years now. He also said that men
are more experimental these days and their customers are still responding to color and prints
very well. The overall aesthetic is more relaxed with casual trousers selling well, shirt sales
hugely up but blazer sales down, which proves that men are taking more casual approach to
dressing. (5)
2.2 Luxury Market in Taiwan
In recently years, lots of international brands
open their store in Taiwan like Giuseppe Zanotti Design,
Christian Loubutine, Gap, Massimo Dutti, Desigual, Su-
per Dry. In addition, luxury brands like Dior, Prada, Burb-
erry, Bottega Veneta, Louis Vuitton have done expansion
providing their full range of products through many
Taiwanese stores, and building spacious flagship store in
Taiwan. All indicates that Taiwan has the buying power
that attracts international brand’s attention. According
to the report done by euromonitor international, luxury
goods market is expected to remain highly robust due
to a strengthening economy, a greater taste for luxury
products, and a culture of status. Another strong fac-
tor that fuel the growth of luxury market is the demand
from younger consumer is rising. The younger consum-
ers are gaining interest in luxury goods owing to media
of brands and celebrity activities, as well as peer pres-
sure and society’s expectations on status. Other factors
supporting this trend included the popularity of sec-
ond-hand luxury accessories and an increase in afford-
able luxury brands and products, as well as the extension
of product ranges to cater to the younger consumer.(6)

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3.0 Product Strategy
3.1 Brand Selection
Alexander Wang is a Taiwanese-Ameri-
can designer. He was born in San Francisco, and
grew up in bay area and Los Angeles. He went
to Parsons School of Design at the age of 18. He
interned for Marc Jacobs, Teen Vogue, Vogue,
and Derek Lam in succession, then dropped out
of Parsons after his sophomore year to launch a
line of unisex cashmere sweaters. He debuts his
namesake label in 2007.(7)
Style: Trendy, and Modern
Price Point: $191 - $1,438
Product made in China
One store carrying the brand in Taiwan
http://www.alexanderwang.com/
Benjamin Bertram is based in London,
United Kingdom. He studied at Sheffield Hal-
lam University and graduated in 2012. In Oc-
tober 2012 Benjamin Bertram joined the Not
Just A Label designer listings and online store,
retailing his first collection Suburban Boys with
immediate success. After undergoing work
placements with fashion editorial magazines
and London designer J.W Anderson Benjamin
Bertram presented a re-edited version of his
collection Suburban Boys during Who’s Next
Paris in January of 2013 via a competition in
conjunction with NJAL. His debut in Paris im-
mediately attracted the attention of various
press publications. Benjamin Bertram has a
growing customer base across Europe, Ameri-
ca, and Asia thanks to the success of the online
store via Not Just A Label.(8)
Style: Gothic
Price Point: $133 - $1041
Product made in London, UK
No store carrying this brand in Taiwan
http://www.benjaminbertram.com/

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Christian L’enfant Roi suggests a novel
sartorial take on urban dressing. Through his
expressive exploration of lightness fused with
a rational appraisal of visual dimensions, confi-
dent pieces are constructed. The garments all
seek a pensive moment of interaction with their
surroundings whilst maintaining a wearable
yet forward-thinking approach. Thus creating
a utilitarian bespoke wardrobe. Christian L’en-
fant Roi triggers one to reinvent and reconsider
their wardrobes allegorically. The brands rep-
resentation of dimensions and the exploration
of techniques on the perspective of volume and
shapes is the foundation of the self-inquisitive
collections.(9)
Style: Trendy, Japanese Style
Price Point: $230 - $1,323
Product made in Canada
No store carrying this brand in Taiwan
http://christianlenfantroi.com/
Helmut Lang fashion brand was created
by Austrian fashion designer Helmut Lang (born
1956) in 1986. The Helmut Lang brand still
exists today, but has been carried on without
Lang’s involvement since 2005. Lang is known
for his minimalist, deconstructivist, and often
severe designs. His fashion house became fa-
mous in the late 1980s for its simple but refined
designs, its slim suits in black or white, its denim
collection, and the use of high-tech fabrics.(10)
Style: Minimalistic
Price Point: $104 - $1,524
Product made in U.S.A
One store carrying this brand in Taiwan
http://www.helmutlang.com/

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Kris Van Assche was born in Belgium in
1976. After graduating from the Antwerp Roy-
al Academy of Fine Arts, he moved to Paris in
1998. Having worked for Yves Saint Laurent
then Dior Homme, he started his own label
KRISVANASSCHE in January 2005. He has
also been the Artistic Director for Dior Homme
since April 2007. KRISVANASSCHE collections
reflect a transversal inspiration where the
contemporary wardrobe mixes classical lines
with the ruggedness of workwear as well as the
technique of sportswear. The elegance at KRIS-
VANASSCHE is softened and expresses itself
through essential pieces of clothing that adapt
to the multiple lives of those who wear them.(11)
Style: Trendy
Price Point: $265 - $2,184
Product made in Italy
Two stores carrying the brand in Taiwan
https://www.krisvanassche.com/en/
Kay Kowk is based in London, United
Kingdom. He studied at London College Of
Fashion and graduated in 2012.
‘Tsz Fung Kwok (Kay Kwok), from Hong Kong, is
not a stranger to having his talent recognized:
he won the Hong Kong Design Talent Award
upon graduating from the Hong Kong Poly-
technic University in 2009, and was nominated
for the Top 15 Asian Fashion Designers (in the
student category) by WGSN. For his final collec-
tion at the LCF’s MA Fashion Design Technolo-
gy Menswear, Kay’s collection was nominated
for Collection of The Year award.
And recently, Kay won the International Fash-
ion Contest- Mittelmoda Fashion Awards 2012.
(12)
Style: Trendy
Price Point: $473 - $1,834
Product made in Hog Kong
No store carrying the brand in Taiwan
http://www.kaykwok.com/

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Rad Hourani reinvents design by tran-
scending its conventions, creating a unisex lux-
ury that is changing women’s and men’s ward-
robes since he launched his namesake label in
2007 in Paris. Gender-agnosticism is the drving
conceptual direction in Rad Hourani’s work.
Self-tought and driven by a passion for mo-
dernity, Hourani creates a lifestyle that has rid
itself of any conventional restrictions: No gen-
der, no season, no rules, epitomizing the values
of freedom and unisex elegance. Since his first
show during Paris Haute Couture week in July
2012, Rad Hourani has became the first design-
er to present a unisex haute couture show in
history.(13)
Style: Gothic
Price Point: $250 - $1,840
Product made in Canada
No store carrying the brand in Taiwan

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KrisVanAssche
Spazio 38 Alzaia Naviglio Grande 38, 20144 Milan ,
Italy
Marina Guidi showroom@spazio38.com
T : +39 02 89 41 00 30
B stairs, 1st floor, 18 rue du faubourg du tem-
ple,75011 Paris , France
Diane Launay commercial@krisvanassche.com
T : +33 (0)1 48 04 52 42
Rad Hourani
75 rue Charlot, 75003 Paris , France
sales@radhourani.com
3.2 Sourcing & Vendor Information
The buyer of MAGNIFIQUE will go to fashion shows twice a year to select product.
January- Men’s Fall/Winter shows June-Men’s Spring/Summer Shows
In the future, our buyer will observe the trend on the runway, and absorb informa-
tion on WGSN and Style.com regularly and expand the brand we carrying.
The followings are contact information of each
brand(14):
Alexander Wang
386 Broadway New York, NY 10013
sales@alexanderwang.com
T : 212-532-3103 Fax: 212-532-3110
Benjamin Bertram
401 1/2 Studio’s 401 Wandsworth Road
London SW8 2JP UK
studio@benjaminbertram.co.uk
Christian L’Enfant Roi
Void Showroom
35-37 rue Chapon, 75003 Paris , France
Torben Rixen Torben@christianlenfantroi.com
M : +1 (514) 814 0950 T : +45 (0)4 09 75 340
Helmut Lang
332, rue Saint-Honoré, 75001 Paris , France
450 West 14th St.,10014 New York , United States
Dane Cohen danec@helmutlang.com
T : +1 (646) 388 5266 M : +1 (917) 399 6481
Kay Kwok
Brandy Kwok sales@kaykwok.com
T : +44 (0)207 434 70 43
Designer Showrooms: Ready-To-Wear
The Hospital Club24 Endell Street WC2H 9HQ

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3.3 Pricing Strategy
3.4 Duty Rate
In order to maintain brand value, MAG-
NIFIQUE will respect each vendor and using the
suggested price given by the vendor. We will use
the suggested price and then adding 15% to cov-
er the duty rate and shipping expense. We won’t
start our seasonal sale until our vendors start their
own sale promotion.
Duty Rate in Taiwan (for country in WTO)(15)
Clothes: 10.5%
Bag: 6.6%
Scarf, Shawls, veil, mufflers, mantillas, and the like:
12%
Sunglasses: 5%
Cuff-links: 0%
Shoes: 5%
Sales tax: 5%

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Population: 23,359,928 (est. July 2014)
Male: 11,684,674 Female 11,688,843
Ethic Group:
Taiwanese (including Hakka) 84%, Mainland Chinese 14%, indigenous 2%
Languages: Mandarin Chinese (official), Taiwanese (Min), Hakka dialects
Religion: Mixture of Buddhist and Taoist 93%, Christian 4.5%, other 2.5%
Life expectancy at birth: 79.84 years
Male: 76.72 years Female: 83.2 year
Literacy (age 15 and over can read and write): 96.1%
Population of college education or higher: 43.48%
(16)
4.0 Taiwan & Target Market
4.1 Taiwan
Taiwan is an Eastern and Southeast Asian island country. Taiwan has a tropical
climate in the southern and western plains and subtropical climate in the northern
and mountainous regions. The average temperature is 22 Celsius in the north and
24.5 Celsius in the south.
Mandarin is the official language in Taiwan, though other dialects are also spoken.
The most commonly used foreign language is English.

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Internet Usage in Taiwan (12 & older)(19) 74.5%
Taiwan is the fastest growing mobile shopping country in Asia Pacific Region according to the
2013 Master Card survey, and clothing and fashion accessories (26.0%) topped the list of items
purchased through smartphones, followed by apps (22.4%) and music (18.8%).(20) According to
Central News Agency (CNA), e-commerce in Taiwan is growing at an annual rate of some 20
percent, revenue from Taiwan’s e-commerce transactions reached US$25.7 billion in 2013 and
Taiwan’s e-commerce market is expected to reach NT$1 trillion US$33.7 billion by 2015, said
Jacky Wang, head of Yahoo Taiwan’s e-commerce group.(21)
Age Structure(16):
0-14 years: 14% (male 1,683,381/female 1,575,789)
15-24 years: 13.4% (male 1,613,197/female 1,526,344)
25-54 years: 47.4% (male 5,539,606/female 5,539,654)
55-64 years: 12% (male 1,506,657/female 1,571,208)
65 years and over: 11.6% (male 1,301,420/female 1,502,672) (2014 est.)
Population by sex:
Male----49.85% Female—50.15%
Men (employed) 7,500,000(17)
People who earn more than $34,000 is around 8% of total population(18)

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S E C O N D A R Y
Age: 18-26 male, Rent an apartment or live with family, single, Bachelor
Degree or higher, Student or just entering workforce, comes from afflu-
ent family; disposable income of over $10,000 due to parental bond as
his living needs are paid for by his parents.
Psychographic: Like to dress-up, active lifestyle (active in terms of so-
cial, not necessarily active in sports)
Sociographic: Uses high quality with a high price product, medium to
strong brand and store loyalty rate, likes online shopping, exposed to
Facebook, Instagram, blogs, TV, newspaper, and magazine
Potential Market Size
18-26 1,200,000 men
1,200,000 x 0.08 =96,000 (men)
The secondary market of 1.2 million men is further broken down by
disposable income so that the result is 96,000 men
4.2 Target Market
P R I M A R Y
Age: 27-35 male, rent or own an apartment, single, Bachelor Degree
or higher, work in mass communication, medical, law, or architecture
related industry, earn more than $34,000 a year with 1/3 going to dis-
posable income
Psychographic: Like to dress-up, adventurous explorer, has a high need
for achievement
Sociographic: Likes to use high quality product, likes to go to social
events, medium to strong brand and store loyalty rate, likes online
shopping, exposed to Facebook, Instagram, blog , TV, newspaper, and
magazine
27-35 2,000,000 men
2,000,000 x 0.08 =160,000 (people)
This potential market size of 2 million men who live in Taiwan are our
potential customers, however, only 160,000 earn $34,000 and above.

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T E R T I A R Y
Age: 36-45 male, has an apartment, single, dating or married with no
more than 2 kids, bachelor degree or higher, earns more than $67,000
a year with 25% disposable income
Psychographic: Like to dress-up, active lifestyle, high need for achieve-
ment
Sociographic: Likde to use high quality product, maintains their body
shape through exercise, Like to go to social events, considers himself a
foodie, likes to travel, medium to strong brand and store loyalty rate,
exposed to Facebook, TV, newspaper, and magazine
36-45 2,500,000 people
2,500,000 x 0.01 =25,000 (men)
Tertiary market size is 2.5 million men and 1% earning $67,000 and
above = 25,000 men

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wears a Bvlgari chrono automatic watch. He usually styles his
hair with his Gatsby hair wax he bought from Watsons. When he
needs something he will shop around Xin-Yi District, as there are
lots of department stores and small boutiques nearby. But some-
times, it is hard to find these stores that are hidden in small al-
leys. Wei-Chun uses an IPhone. Other than checking mail and us-
ing Facebook, he likes to browse shopping websites like Farfetch,
SSENSE, Yahoo Auction or famous luxury brand’s website like
his favorite brand Burberry and Dior Homme. He usually spends
$670 on clothes every month but most of the time, he has to wait
for a long time and needs to pay extra shipping fees. Also, picking
sizes is a big problem for him. He sometimes reads magazines like
Taiwan Architect Magazine, a+u magazine , GQ, and Men’s Uno.
He likes to travel and has already been to many foreign countries.
4.3 Customer Profile
P R I M A R Y
Age: 33
Occupation: Architect
Salary: $50,000
Wei-Chun Huang is a 33 years old architect with black hair
and brown eyes. He is an atheist who has lived in Taipei for most
of his life. He lives alone in a studio. He is very outgoing and am-
bitious. He graduated from National Cheng Kung University and
has a bachelor degree in architecture. He works for Cathay Real
Estate for almost 7 years. He earns around $50,000 per year. He
usually drives to work on Monday to Friday in his BMW320i. He
goes to the bar every Friday night after work with his colleagues
or friends. He likes to socialize a lot. He works out once a week
on Sunday afternoon. He smokes Marlboro light cigarette twice
a day. He wants to quit smoking but after many tries he has not
been successful. He usually eats outside or orders take-out during
the week. He just cooks once a week. In his free time, he likes to
listen to music, play video games on PS4, and watch TV. He listens
to pop music mostly and his favorite singer is Jay Chou. He watch-
es news on TV every day and his favorite drama is “My Love from
the Star.” When he gets up in the morning, he will check his email
and Facebook, go to the restroom, brush and water pic his teeth,
and then take a shower. He uses bleu de Chanel perfume and

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T E R T I A R Y
Age: 45
Occupation: Pediatrician
Salary: $73,000
Yen-Hui Chen is a 45 year old pediatrician with white hair
and black eyes. He lives in an apartment with his dog in Taipei.
He is a very attentive person. He is single, but is seeing someone
right now. He graduated from Taipei Medical School and works
for Taipei Chang Gung Memorial Hospital for 10 years. He earns
around $73,000 dollars a year. He usually drives his BMW S550
to work. Take out is his standard dinner fare during the week. He
sometimes goes out with his colleagues for a meal and drinks. He
wears a Piaget watch and he looks at it every morning when he
wakes up. He likes to read books, newspapers, and magazines. He
uses Facebook every day. He cares about his body shape, so he
goes to the Gym three times a week. He sometimes goes shop-
ping when he feels like he needs something particular. He likes to
do online shopping on PC Home, and Yahoo. He usually spends
$1000 on clothes every month.
S E C O N D A R Y
Age: 21
Occupation: Student
Allowance: $500 + credit card
Yao-Wen Chen is a 21 year old student studying Psycholo-
gy in Shih-Hsin University in Taipei. He is a follower of traditional
folk religion. He rents an apartment with 2 classmates in Da-An
District. He is single, doesn’t work, but he receives $500 from his
family every month. They also pay for his apartment. He also has
a supplementary credit card from his father. He usually takes the
MRT or bus to school. He never cooks. He usually eats outside
alone or with his classmates. He sometimes goes out and watches
movies with his classmates and he especially likes action and sci-
fi movies. He likes fashion a lot and he enjoys using high quality
product. He owns several Hermes Kelly double tour bracelets and
he changes them every day depending on his mood. He usually
spends $340 on clothes every month. He is a loyal GQ magazine
reader and he uses Facebook every day. He likes to travel and
goes to Hong Kong twice a year. He also enjoys online shopping
and he enjoys the convenience of the online shopping experience.

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Strengths: Varity of brands, sophisticated website, young and beautiful creative direc-
tor endorsement, in the luxury market for a long time, strong celebrity connections
Weaknesses: Limited selection of men’s product, Do not respond to customers’ que-
ries on social media, new in E-commerce (more street style)
Campaign: Fashion show, street event with models
Media Exposure: Website, Facebook (Posting trends, celebrity style, product photos
etc.), News in fashion related TV shows, Vogue, Elle, Bazaar, Marie Claire, GQ, La Vie,
Milk, Apple Daily Newspaper, UDN Newspaper, TVBS Magazine, Next Magazine
5.0 Competitive Analysis
5.1 Competitors
1. Tuan Tuan: It is belongs to Msyaming Luxury Fashion Group. The group founded in
1997, has been associated with international luxury brands such as, Givenchy, Maison
Martin Margiela, Jil Sander, and Comme Des Garcons to global fashion conglomerates,
including LVMH, Kering, Diesel and GIBO. They currently manage a portfolio of over
50 brands in a 2 system business model:
- Sophisticated luxury multi-brand shop: TUAN TUAN (3 stores and 1 outlet store)
- Mono brand stores for luxury companies: Givenchy, Jil Sander, Maison Martin Mar-
giela (22)

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Strengths: Variety of Brands, involved in luxury for a long time, celebrity connections,
more Facebook Followers than other competitor, beautiful boutiques designed by
famous architects
Weaknesses: Limited selection of men’s product, mediocre website, no E-commerce
yet
Campaign: Fashion show, charity, brand collaboration event (e.g. Nars, Mastermind),
exhibition in boutique
Media Exposure: Website, Facebook (Posting trends, celebrity style, product pho-
tos etc.), CT Newspaper, Apple Daily Newspaper, Liberty Times Newspaper, UDN
Newspaper, Milk Magazine, Fashion Magazine, Elle, Bella, TVBS, Marie Claire, Bazaar,
Vogue, Ppaper, Next Magazine, Taiwan Tatler, We People, SKM, Beauty, Prestige Tai-
wan, Brand, Cosmopolitan, GQ, me!, Ming Weekly, Alive, Business Weekly, Bang, Cool,
Cheers, Rich Man etc.
2. Club Designer: Club Designer is another leading high-end luxury select shop in
Taiwan. It was founded in 1981 and it owns 6 stores in Taiwan carrying more than
50 brands including Alexander McQueen, 3.1 Phillip Lim, Alexander Wang, Balmain,
Céline, Christopher Kane, Jason Wu, Proenza Schouler, Raf Simons, Stella McCartney,
Thom Browne, and Valentino etc.(23)

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Strengths: Variety of brands, celebrity endorsement, focus is on menswear more than
womens wear
Weaknesses: Bad website, no E-commerce yet
Campaign: Pop-up store
Media Exposure: Website, Facebook (Posting trends, style suggestion, designer look-
book etc.), Esquire, Men’s Uno, FHM, GQ, MMag, Overdope, Apple Daily Newspaper,
TVBS Magazine
3. Trends: This is one of our main competitors although this is a brick and mortar op-
eration. This shop was founded in 2008 and they carry more menswear than womens
wear. They carry brands like Balmain, Damir Doma, Dries Van Noten, Kris Van Assche,
Neil Barett, and Raf Simons etc. They operate three stores in Taiwan. (24)

42 43
- We have a loyalty program, NT$1 = 1 MAGNI Points. When our customer accu-
mulates 100,000 MAGNI points, they may become a VIP in our store for one year.
Customer can also redeem a ticket to our VIP theme dinner party. (The 100,000
points will be deducted from their account.) (Not applicable for on sale items.) The
party will be held twice a year just for our loyal customers. Once the customer
achieves the goal, we will send them the survey and ask them what kind of theme
they want. For example, travel, music, technology, movies, cars, or health etc. We
will invite experts from that field to share their experience. The VIP customer can
also have the opportunity to socialize and mingle with other elites from different
industries.
- Friend referral program: If the customer recommends our website to their friend
and their friend makes the first purchase, they will both receive an extra 10,000
MAGNI Points.
- VIP Customer can get to see and purchase the seasonal sale items first.
5.2 Competitive Strategy
- We carry both well-known brands and lesser known brands in the world and pro-
vide the latest trends to our customer
- Products are very well-made and of high quality
- Customer can get some exclusive product in our online store that they are not
able to find elsewhere in Taiwan
- We have a user-friendly shopping page with detailed information and quick
checkout system
- Customer can get free shipping and free returns all the time
- We will partner with T-cat Shipping Company. If the customer orders before
11:00A.M and lives in northern Taiwan, they can get same-day delivery. We guar-
antee that our customer can get what they ordered in three days. (Not include
outlying islands) Also, they can choose to pick-up their package in a 24-hour conve-
nience store of their choice.
- Customer can get personalized packaging
- We accept returns within 14 days with tagged, unused, and unwashed product.
Unfit products and defective goods will be replaced with new ones at no additional
cost. The return label will be included in the shipping box.

44 45
Weaknesses
- High priced merchandise
- Some brand recognition is not strong enough
- We do not have celebrity connections
- Lack of business experience (harder to find new vendors as they will be
skeptical of our inexperience)
- Limited startup capital
Threats
- Economic recession
- Competitor may start to operate online store
- Knock-off product has become popular in the market
5.3 SWOT Analysis
Strengths
- Convenient online shopping website
- Have both well-known and lesser known brands
- High quality and unique product
- Great loyalty program including special social events, and early seasonal
sale access
- Fast shipping
- More lenient return policy than other high-end stores
- Personalized packaging
Opportunities
-Discover and import more brands
-Operate a physical store
-Cooperate with designers and design exclusive product
-Add editorial and offer customer styling suggestions

46 47
6.2 Office Location & Floor Plan
Doplin Business Center Ltd.
Address: 12F., No.169, Sec. 4, Zhongxiao E. Rd., Da’an
Dist., Taipei City 106, Taiwan
5~6 people Office Space (285 square feet)
Rent: $666~$866/month
(Rent 2. One for office space, one for stock room.)
Two months Deposit
Electricity: $13~$50
Maintenance Fee: $33~$43
6.0 Corporate Identity Systems
6.1 Logo
MAGNIFIQUE
WWW.MAGNIFIQUE.COM

48 49
Amenity
- Free company proprietorship registration
- Free 100M China Telecom fiber optic Internet
access
- Free conference room and chatting area use
- Free kitchen use (Including water fountain)
- Free newspaper and magazine
- Free office furniture
- Independent air conditioner
- 24 hour access control (Protection of privacy)
- 24 hour security guard
- 24 hour operating public security cameras
- Smoke detector and water sprinkler system
- Vending machine (Cheaper than convenience
store)

52 53
Gift Box (with personalized
sticker)
Dimension: 15 x 9.5 x 2
Estimated Quantity: 1200 units/year
Price: $1800
6.3 Packaging & Receipt Envelope

54 55
6.4 Business Card & Letterhead
Owner/Buyer
FangCheng Chou
MAGNIFIQUE
Rm. 1208, 12F., No.169,
Sec. 4, Zhongxiao E. Rd., Da’an Dist.,
Taipei City 106, Taiwan
(02)2512-8888
WWW.MAGNIFIQUE.COM
MAGNIFIQUE
WWW.MAGNIFIQUE.COM
Receipt Envelope
Dimension: 3.6 x 2.8 (when folded)
Estimated Quantity: 1200 units/year
Price: $120
Outside
Inside

58 59
Goal & Objectives
1. The total revenue for MAGNIFIQUE for the first year is around $1,00,000, and
our goal is to increase 10% year over year in the next 3 years.
(Tracking sales every day, and doing daily, weekly, monthly, and yearly sales report.
Monitoring and analyzing vendors, gross margin and return rates are examples of
ways that we will look at the business.)
2. Obtaining 7,000 clicks with the beginning of our website, and then increasing 8%
every month thereafter.
(Monitor online traffic every day.)
3. Receiving and responding to 500 emails from the beginning month, and then
increasing 15% every month after.
(Monitor through the member system.)
4. Achieving 50 VIP customers in the first six months of operations.
(Manage through customer profile system.)
5. Achieve the frequency that our loyal customer will shop at least two times a year
in our online boutique.
(Building customer profile in our system and monitoring their return rate.)
7.0 Marketing Strategy
7.1 Goal & Objectives for Marketing
Marketing Strategy:
Because MAGNIFIQUE is an online business, we will be more
focused on interactive media marketing. We cater to a niche market
providing distinct high-end menswear for our customer in Taiwan. We
will utilize search engine marketing, retargeting, and display ads to
attract customers to our site. Also, we will use Facebook and email to
inform our customers of events, trends, sales and new products. We
will control our marketing budget and maintain it at around 20% of our
total sales.

60 61
Venue + Alcohol = $2,000
7.2 Marketing Channel & Campaign Ideas
Grand Opening Cocktail Party
The grand opening cocktail party is to launch our business and let people know
we are opening this new online store. The host will introduce our business to our
guests from what brand we are carrying, our mission, to our Waker Campaign. We
will have clothes samples for guest to look at and try on if they would like. We will
also pay celebrities to show up in our event, and inviting journalist to write news
coverage for us. The cocktail will be an unlimited offer in the event. While this will
be challenging for us as we are an online business, we will be purchasing a list to
find our initial target customers.
Date: June 20, 2015 Time: 1900-2100
Location: Location: X1 Party Entertainment - Kuang-Fu Club
(Kuang-Fu Road @ Xinyi Road, Taipei, Taiwan)
- Inviting celebrity, journalist, reporter, and famous people in Taiwan
- Raffle: giving out $1,000 shopping spree to 3 potential customers
($1,000 Goods = COG $370, $370 x 3 = $1,110)
- Hiring celebrity budget: $1,000
- Purchasing a list $2,500
Marketing Tool: Website, Facebook, Banner Ads, Poster, and Direct Mail
Total Budget for Grand Opening = 1100+1000+2500+20+1824 = 6,444

62 63
(Translation: Taiwan First High-End Menswear Online Boutique Grand Opening)
Poster: 4,000 units $1,824 Posting in shopping areas in main cities
(Translation: Sublime quality, Modern design, Top-notch customer service, Reasonable price)
Direct Mail: Invitation card 200 units $14.5 Postage: $5 $15+$5= $20

66 67
Venue
VIP Social Dinner Party
MAGNIFIQUE appreciates customer who shop at our website, so we decide to hold
this VIP social dinner party for our customers who achieve accumulating 100,000
MAGNI points as a reward for our loyal customers. The event will be held in a fancy
restaurant and provide these VIP’s with exquisite cuisines. We will invite experts
from different field (The theme depends on the survey sent out to the VIP) to give
a speech to our VIP, and our VIP can also get the opportunity to mingle with other
elites in this event. (We will mention this in our websites and grand opening, but we
won’t run ads for it.)
Date: 2/21 and 8/9 (Saturday night)
Time: 6-9 PM
Location: De Loin Restaurant
Address: No.98, Jinzhuang Rd., Neihu Dist., Taipei City 114, Taiwan
Price: $83/person x 50 = $4,150
(If the VIP customer can’t present in person, we will send them a bottle of Moët &
Chandon Brut Imperial Champagne.)
Inviting Experts Budget: $666
Marketing Tool: Email (Survey), and Direct Mail
Total Budget for VIP Social Dinner Party = $4,150+$666+$53 = $4,869

68 69
Direct Mail: Invitation Card 200 units $15 Postage: $38. $15+$38=$53

70 71
Androgynous Chic Campaign
MAGNIFIQUEcarries Rad Hourani’s unisex collection. This campaign is to promote his unisex
collection, and attract men and women who like androgynous style.
Marketing Tool: Website, Facebook, Banner Ads, and Email
(Translation: Beyond Gender. Androgynous Chic.)
Ads

74 75
Website Email
(Translation: Free shipping free return. 14 days warranty period. Same day delivery (limited to northern Taiwan) We will
donate 5% of our profits to Waker charitable organization to help more people in need.)

76 77
Styling Contest
MAGNIFIQUEwants our customer to show their styling skills, creativity, and inter-
act with our customer. As a result, we have a styling contest three times a year on
March, July, and November. The duration for each contest will be two weeks.
People will take photos with their best looks from their wardrobe.
Send the picture to our email: customer@magnifique.com
- We will notify the customer on the campaign page that their email will be collect-
ed for future use.
- We will choose the best entries and post on Facebook every day
- The winning person can receive a $666 shopping spree.
($666 goods= COG $247)
Marketing Tool: Website, Facebook, Banner Ads and Email
拿出你的最佳造型比賽
3/31前將照片寄到customer@magnifique.com 贏家可獲得高達$20,000購物金
MAGNIFIQUE
WWW.MAGNIFIQUE.COM
(Translation: Taiwan First High-End Menswear Online Boutique Grand
Opening)

78 79
Banner AdsFacebook
(Translation: Click for Detail)

80 81
(Translation: Promotion term: take out your coolest look from your wardrobe. Send the picture to customer@mag-
nifique.com The winner will get up to NT20,000 shopping spree! We will also put the great looks on our Facebook.
Please check back regularly. Terms: 1. Male Only 2. The email address using to submit the entry will be collected for
future marketing use.)
(Translation: Free shipping free return. 14 days warranty period. Same day delivery (limited to north-
ern Taiwan) We will donate 5% of our profits to Waker charitable organization to help more people
in need.)
Website Email

82 83
Waker Collaboration Campaign
MAGNIFIQUE cares about our next generation. We are proud to partner with Waker
– a charitable organization in Taiwan that helping kids and juvenilles in the world.
We will donate 5% of our future profits to Waker every three months. Check out
what they are doing: http://www.waker.org.tw/
Announce on grand opening and every VIP dinner Party to remind them they are
not only shopping but they are part of a community that wants to contribute to the
welfare of those in need.
- Posting the receipt every 3 month on website and Facebook
- Slogan Translation: Because We Care
Marketing Tool: Website, Facebook, Banner Ads, and Email
Banner Ads

84 85
(Traslation: MAGNIFIQUE cares about our next generation. We are proud to partner with Waker – a
charitable organization in Taiwan that helping kids and juvenilles in the world. We will donate 5% of
our future profits to Waker every three months. Check out what they are doing: http://www.waker.org.
tw/)
(Translation: Free shipping free return. 14 days warranty period. Same day delivery (limited
to northern Taiwan) We will donate 5% of our profits to Waker charitable organization to
help more people in need.)
Facebook Website

86 87
7.3 Interactive Media Budgeting
SEO - Search Engine Optimization
Hire professional people to do this.
Let people see our website on top of the organic result.
Budget: $400/month 4800/year
SEM - Search Engine Marketing
(Only charge fee when people clicking on the ad)
Budget: $1,000 Frequency: Every month
(50%) Yahoo: Each click 10 cents
(30%) PChome: Each click 10 cents
(20%) Google: Each click 7 cents
$1,000 x 12 =$12,000
Key Words for SEM
(Translation: Taiwan first high-end online menswear boutique. Distinct menswear designer brand. Provide 14 days warranty
period. Free shipping and free return all the time. Welcome to take a look and shop in our store.)
SEM Mock-up

88 89
Banner Ads: Buy display ads from Yahoo and
Google
Budget: $500/month $6000/year
Buy 120,000 impressions every month
Yahoo (60%) Google (40%)
Sites where we want to display our banner Ads
Banner Ads Mock-up on engadget website

90 91
Banner Ads Mock-up on udn.com
Email: Use MailChimp.com to send out emails. Send email
two times a week.
Budget: $40/month $480/year
Retargeting: We will use Yahoo retargeting to apply this
marketing channel. This would enable us to tag people who
don’t complete sales and then show them ads on sites within
Yahoo’s ad network.
Budget: $100/month $1,200/year
Retargeting Mock-up

92 93
Facebook: posting celebrity style, trends, styling suggestion etc.
Facebook Ads: We will use Facebook ads as one of our marketing tools as well be-
cause Facebook is the most common social media that people are using in Taiwan.
The benefits of using Facebook Ads are the ads can show at the desktop news feed,
mobile news feed, right column, and their partnered mobile apps. We will bid 27
cents per click and will budget $160 for Facebook ads every month.
Facebook Mock-up

94 95
Face book Ads Mock-up
Face book Ads Mock-up
(Translation: Provide distinct menswear brand and latest designer clothes. Free
shipping and free return all the time. Welcome to take a look and shop in our
store.)

96 97
7.4 Traditional Media Budgeting
Apple Daily Newspaper
We will purchase a half page advertisement from Apple Daily Newspaper in the en-
tertainment & fashion section once every month. (Except November and May - the
two cold selling months before our seasonal sale.) We will write articles about ce-
lebrity style, styling suggestions, best-selling items, or brand introduction to raise
the awareness of our website. We have chosen Apple Daily Newspaper because
it is one of the best-selling newspapers and all of our competitors have published
advertisements on this newspaper.
Budget: $20,000/month $200,000/year
Apple Daily Newspaper entertainment & fashion section

98 99
7.5 Celebrity Endorsement
Celebrity Endorsement
We will send 1 sample to 5 famous male celebrity for free every season. (For exam-
ple: Show and Wilbur Pan) If they got spotted by paparazzi, then we can post the
photo on our Facebook and website.
Each season sponsor 5 celebrities Budget: $1,500/season $3,000/year
Show Wilbur Pan

100 101
8.0 Company Structure & Operational System
8.1 Organizational Chart
MAGNIFIQUE will have 10 full-time employee and a freelancing photogra-
phers. Full-time employee will work Monday to Friday from 9AM to 6PM
(including a one hour lunch break).
8.2 Job Description & Responsibilities
Buyer (Owner) Salary: $3,600/year
- Implementing and improving the purchasing strategies and procedures
- Establishing and building relationships with all key suppliers
- Providing daily direction, coaching and evaluation of the employees
- Sourcing new vendors
- Negotiation of pricing, contracts and payment terms of product and freight
- Effectively communicate and coordinate with all employees
- Create and review contracts and agreements with suppliers
- Finding cost saving plans for the procurement
- Identify growth opportunities and minimize down trending businesses
- Maintains staff job results by coaching, counseling, and disciplining employees;
planning, monitoring, and appraising job results
- Manages the weekly cash flow by reviewing AP, AR, Open POs and other items
that impact cash flow to determine appropriate weekly cash outflows
- Maintains staff by recruiting, selecting, orienting, and training employees
- Achieves financial objectives by preparing an annual budget; scheduling expendi-
tures; analyzing variances; initiating corrective actions
- Formulates pricing policies by reviewing merchandising activities; determining
additional needed sales promotion; authorizing clearance sales; studying trends
- Maintains operations by initiating, coordinating, and enforcing program, opera-
tional, and personnel policies and procedures
- Evaluates competition by visiting competing stores; gathering information such as
style, quality, and prices of competitive merchandise
- Host a staff meeting once a week

102 103
Assistant Buyer Salary: $1,200/year x 2
- Assist buyer with the development of merchandise assortments, sales, and inven-
tory plans for all product categories.
- Produce reports in order to analyze sales trends, project merchandise require-
ments for all classifications, and plan purchases for each season to maintain timely
and constant flow of merchandise
- Assist to manage seasonal open to buy
- Work closely with the buyer and stock control to balance inventories and build
appropriate assortment to maximize online store performance
- Communicate with vendors regarding inventories and future needs
- Assist with the weekly replenishment
- Supervise stock control to track shipments and deliveries
- Reconcile receipts on weekly basis
- Other job-related duties as assigned
Stock Control Salary: $1,100/year x 2
- Conduct daily inventory analysis
- Develop and implement inventory control procedures.
- Coordinates and manages weekly and quarterly physical cycle counts.
- Assist and maintain appropriate inventory level, efficient storage, and product
loss control.
- Maintain a variety of records and reports pertaining to inventory planning and
control.
- Track shipments and deliveries and report to assistant buyers if there is any issue
- Receive and count merchandise from vendors and suppliers.
- Pack, label, and ship merchandise to customers.
Technical Person Salary: $1,900/year x 2
- Coordinate the installation, configuration and maintenance of the website
Develop maintenance schedules and procedures, monitor website click-through
rate, collecting performance statistics and creating reports.
- Develop, maintain and document detailed knowledge of systems management
and processes improvement, updating configuration management records, where
necessary. Apply tools, techniques and processes for administering configuration
items and related information.
- Implement security and anti-spam techniques and procedures, and monitor levels
of system abuse - responding to complaints where necessary.
- Ensure that the live chat and checkout system is usable and available according to
agreed service levels, taking action to restore systems after loss of services.
- Manage the customer and VIP profile system
- Responding questions in the live chat system
- Uploading images, product description, SKU, price on the website. Double check
with assistant buyer before publishing.
- Other duties as assigned to fully meet the requirements of the position.
Marketing & PR Person Salary: $1300/year x 2
- Plans, develops and implements PR strategies
- Liaise with and answers enquiries from social media; analyses media coverage
- Determines marketing strategy changes by reviewing operating and financial
statements and sales records, and report to buyer.
- Plan event, book venues and caterers, and contact celebrities and guests
- Negotiate advertising pricing with media
- Design campaign images
- Design and send out newsletters twice a week

104 105
Accountant $1,000
- Accounts Payable, includes processing invoices, following up with vendors and resolv-
ing discrepancies in a timely manner.
- Accounts Receivable, including processing payments, producing statement of ac-
counts, collections on overdue accounts and account reconciliation when required.
- Banking, processing bank deposits, including trips to the bank. All associated finance
entries.
Processing Employee expense reports, verifying expenses are within the company
guidelines, correcting errors, questioning abnormal expenses and entering into the
finance system.
- Filing and records retention
- Assisting with Monthly and Year End tasks
- Reception and Administrative support
Photographer (Freelance) 4 times a year
- Meets with marketer and buyer to discuss the overall concepts for photo shoots.
- Uses different types of light and modern technologies in photography to highlight and
capture apparel and accessories
- Provide photo studio for photo shooting and instructs models
- Edits digital images
- Provides final works to the technical person and marketer
8.3 Employee Benefits
- Fubon Bank Medical insurance 
- 25% discount (including on sale items)
- Employee will get extra 7 days off a year if they work in our company for
3 years; 14 days off if they work more 7 years.
8.4 Store Policies
Loyalty Program: MAGNIFIQUE appreciate every customer who makes purchase in our store. In or-
der to thank all of you who support us, every dollar you spend you can get 1 MAGNI points. (Not
applicable for on sale items.) When you reach 100,000 MAGNI points, you can redeem a ticket to our
seasonal VIP dinner party and get the VIP membership for one year. (Points will be deducted from the
account.) The VIP diner party will hold in a fancy restaurant with exquisite cuisines. You can get the
chance to mingle with a guest expert and eslites from different industry. (The theme and expert will
vote by our VIP customer.) VIP can also get the access to our seasonal sale prior to opening to public.
Friend Referral Program: If you share our website to your and your friend make the first purchase,
you can both get extra 10,000 MAGNI points as our way to say thank you.
Return Policy: We gladly accept returns accompanied by an original receipt within 14 calendar days of
purchase. The items must be tagged, unused, and unwashed. Unfit products and defective goods will be
replaced with new ones at no additional cost. The return label will be included in the shipping box. The
original method of payment will be refunded within two weeks. Discounted items or clearance items
cannot be returned or exchanged.

108 109
9.0 Financial Plan
9.1 Financial Summary
MAGNIFIQUE will be launched in June 2015. Our financial plans are based on 3
years sales projections. We will plan to request a loan from bank for 30% of our
start-up cost, which is $85,350.90, to launch our online boutique. The total net
sale in the first year for MAGNIFIQUE is estimated to be $1,171,650. The total
units we carry is 1,754 units, the average markup is 62.47%, and the average price
is $636.09 per unit. In order to sell out everything, we have to sell on average 5
units per day. We estimated that we will get 7,000 clicks on the website in the first
month and increase 8% every month after. As a result, the conversion rate would
be around 2.14%.
9.2 Start Up Cost & Office Equipment 
Startup Capital Spending Plan
and
Monthly Depreciation Expense
Item Detail $ Amount Depreciate ?
# Months of
Useful Life
Monthly
Depreciation
Expense
Technology and Phones
Cash Register, Fax/Copier, Printer, PC,
Phones,Software
12,761.50$ Yes 60 212.69$
Selling Floor and Backstock Fixtures
Floor Fixtures/Shelves, DisplayTables, Jewelry
Cases
-$ Yes 60 -$
Leasehold Improvements (Material & Labor)
Flooring, Paint, Electrical, Light Fixtures, Fitting
Rooms, Doors, Signage,Awning & Labor
300.00$ Yes 60 5.00$
Rent Deposit 2 Months Rent Deposit 3,636.00$ No n/a
Wages and Salaries 3 Months 49,608.00$ No n/a
Marketing Startup Initial Marketing Campaign 90,131.50$ No n/a
Opening Inventory Cost BOM$ Inventory 98,066.00$ No n/a
Other Start Up Expenses Permits, Insurance, Utility Deposits, Supplies -$ No n/a
Contingency Reserve Extra Cash for Unforeseen Expenses and Repairs 10,000.00$ No n/a
Working Capital
Cash Needed in first months to keep bank funds
positive
20,000.00$ No n/a
Total 284,503.00$ 217.69$

110 111
iMac 21.5-inch 2.7 GHz
$1,396 x 8 = 8,376
Macbook Pro 2.6 GHz
with Retina Display
$1,396 x2 = 2,792
Applecare (extra 1 year warrenty)
100 x 10= 1,000
Epson WorkForce WF-3520 Wireless
All-in-One Color Inkjet Printer, Copi-
er, Scanner, 2-Sided Duplex, ADF, Fax.
$142
Motorola wireless telephone
$50
Ikea Hemnes Bookshelf
$200
Ikea Lennarr Drawer Unit
$13
DYMO LabelWriter 450 Turbo
Thermal Label Printer
$92.5
Epson TM-T88V Thermal
Receipt Printer
$309

112 113
9.3 Assortment Plan 
Alexander Wang FW
2 collections a year
Made in China(Ship from China)
Showing at their New York and Paris Showroom
Minimum Order $4,000
Wholesale Price Range $72~$778
TW Retail Price Range $224~$2,415
Pay by credit card when order
Markup 2.7
COG = Wholesale + 15% (Duty + Shipping)
Final Retail Price in Taiwan = US Retail + 15% (Duty + Shipping)
Total Unit 122
Total Wholesale Dollar $36,408
Total COG(Wholesale+15%) $41,869
Total TW Retail Dollar $113,045
Price Range Unit %
Tops $345~$1,208 46 37.7%
Bottoms $460~$546 27 22.1%
Outerwear $863~$2,415 36 29.5%
Leather Goods $224~$1,380 10 8.2%
Accessories $403 3 2.5%
Shoes 0 0.0%
Top
SKU 531286F14 SKU 312684F14 SKU 345907F14sweat SKU 423816F14 SKU 531498F14shirt SKU 317501F14pullover
XS 1 XS 1 XS XS XS XS
S 2 S 2 S 1 S 1 S 1 S 1
M 2 M 2 M 1 M 2 M 1 M 1
L 2 L 2 L 1 L 1 L 1 L 1
XL 1 XL 1 XL XL XL XL
Wholesale $231 Wholesale $231 Wholesale $111 Wholesale $315 Wholesale $204 Wholesale $324
COG $266 COG $266 COG $128 COG $362 COG $234 COG $373
US Retail $625 US Retail $625 US Retail $300 US Retail $850 US Retail $550 US Retail $875
TW Retail $719 TW Retail $719 TW Retail $345 TW Retail $978 TW Retail $633 TW Retail $1,006
Bottoms
SKU 632175F14shirt SKU 721395F14shirt SKU 428631F14 SKU 364520F14 SKU 716845F14 SKU 538942F14
XS XS XS 1 XS 1 S 44 S 44 1
S 1 S 1 S 1 S 1 M 46 1 M 46 1
M 1 M 1 M 1 M 1 48 1 48 2
L 1 L 1 L 1 L 1 L 50 1 L 50 1
XL XL 1 XL 1 XL 1 XL 52 XL 52 1
US Retail $1,050 US Retail $650 US Retail $650 US Retail $650 US Retail $425 US Retail $400
TW Retail $1,208 TW Retail $748 TW Retail $748 TW Retail $748 TW Retail $489 TW Retail $460

114 115
Bottoms Outerwear
SKU 435628F14 SKU 672341F14 SKU 603124F14 SKU 435603F14 SKU 531402F14 SKU 638024F14
S 44 1 S 44 S 44 S 44 1 XS XS
M 46 2 M 46 1 M 46 1 M 46 1 S 1 S
48 2 48 1 48 1 48 1 M 2 M 1
L 50 1 L 50 1 L 50 1 L 50 1 L 1 L 1
XL 52 1 XL 52 XL 52 XL 52 1 XL XL
US Retail $695 US Retail $475 US Retail $450 US Retail $430 US Retail $860 US Retail $1,995
SKU 350162F14 SKU 438921F14 SKU 340125F14 SKU 350162F14leather SKU 624832F14short coat SKU 510329F14long coat
XS XS XS XS XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 1 M 1 M 2 M 1 M 1 M 1
L 1 L 1 L 1 L 1 L 1 L 1
XL XL XL 1 XL XL XL
US Retail $1,200 US Retail $1,000 US Retail $1,125 US Retail $2,100 US Retail $1,050 US Retail $1,250
TW Retail $1,380 TW Retail $1,150 TW Retail $1,294 TW Retail $2,415 TW Retail $1,208 TW Retail $1,438
Leather Goods
SKU 726340F14 SKU 503425F14short SKU 503426F14long SKU 210353 SKU 212038 SKU 212098
XS XS XS
S S 1 S 1
M 1 M 2 M 2
L 1 L 1 L 1
XL XL XL Wholesale $352 Wholesale $315 Wholesale $333
Wholesale $369 Wholesale $443 Wholesale $519 COG $405 COG $362 COG $383
COG $424 COG $509 COG $596 Quantity 1 Quantity 1 Quantity 2
US Retail $995 US Retail $1,195 US Retail $1,400 US Retail $950 US Retail $850 US Retail $900
TW Retail $1,144 TW Retail $1,374 TW Retail $1,610 TW Retail $1,093 TW Retail $978 TW Retail $1,035
Accessories
SKU 210839 SKU 211321 SKU 711003 SKU 210323F14
S 1
M 1
L 1
Wholesale $426 Wholesale $444 Wholesale $72
COG $490 COG $511 COG $83 Wholesale $130
Quantity 1 Quantity 2 Quantity 3 COG $149
US Retail $1,150 US Retail $1,200 US Retail $195 US Retail $350
TW Retail $1,323 TW Retail $1,380 TW Retail $224 TW Retail $403

116 117
Christian Lenfant Roi FW
Made in Canada(Ship from Canada)
Showing at void showroom in Paris,
Montreal, and Toronto
Pay by credit card or by paypal when order
Markup 2.7
Total Unit 212
Price Range Unit %
Tops $210~$374 105 49.5%
Bottoms $334~$446 63 29.7%
Outerwear $580~$1,418 44 20.8%
Leather Goods 0 0.0%
Accessories 0 0.0%
Shoes 0 0.0%
Tops
SKU cls010322 SKU cls010253 SKU cls010564 SKU cls010344 SKU cls010238 SKU cls010253
XS 1 XS 2 XS 1 XS 1 XS 1 XS 1
S 2 S 4 S 2 S 2 S 2 S 2
M 3 M 4 M 2 M 2 M 2 M 3
L 3 L 4 L 2 L 2 L 2 L 3
XL 1 XL 2 XL 1 XL 1 XL 1 XL 1
TW Retail $300 TW Retail $210 TW Retail $191 TW Retail $233 TW Retail $244 TW Retail $374
Bottom
XS 2 XS 1 XS 1 XS 1 28 1 28 1
S 3 S 2 S 2 S 2 30 2 30 2
M 4 M 3 M 3 M 3 32 2 32 2
L 4 L 3 L 3 L 3 34 2 34 2
XL 2 XL 1 XL 1 XL 1

118 119
28 1 28 1 28 1 28 1 28 28 1
30 1 30 2 30 2 30 2 30 1 30 2
32 1 32 2 32 2 32 2 32 1 32 2
34 1 34 2 34 2 34 1 34 1 34 2
Outerwear
28 1 28 28 1 XS 1 XS XS
30 2 30 1 30 2 S 1 S 1 S 1
32 2 32 1 32 2 M 1 M 2 M 1
34 1 34 1 34 1 L 1 L 2 L 1
XL 1 XL XL
US Retail $388 US Retail $373 US Retail $388 US Retail $602 US Retail $1,040 US Retail $518
TW Retail $446 TW Retail $429 TW Retail $446 TW Retail $692 TW Retail $1,196 TW Retail $596
XS XS XS XS XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 2 M 2 M 1 M 2 M 2 M 2
L 2 L 2 L 1 L 2 L 2 L 2
XL 1 XL 1 XL XL XL XL 1
US Retail $1,233 US Retail $1,233 US Retail $1,233 US Retail $923 US Retail $504 US Retail $696
TW Retail $1,418 TW Retail $1,418 TW Retail $1,418 TW Retail $1,061 TW Retail $580 TW Retail $800

120 121
Helmut Lang FW
2 collection a year
Made in USA(Ship from USA)
Showing at their New York
and Paris Showroom
Markup 2.7
Total Unit 105
Price Range Unit %
Tops $293~$495 45 42.9%
Bottoms $449~$483 21 20.0%
Outerwear $483~$1,231 39 37.1%
Accessories 0 0.0%
Shoes 0 0.0%
Tops
SKU E03HM427 woolen shirt SKU E03HM585 cotton shirt SKU E04HM510 cotton shirt SKU E03HM854 woolen jersy SKU E04HM327 long jersy SKU E04HM579 tunic
S 2 S 2 S 2 S 1 S 2 S 1
M 2 M 2 M 2 M 2 M 2 M 2
L 2 L 2 L 2 L 2 L 2 L 1
Bottoms Outerwear
SKU E04HM326 light grey SKU E04HM427 dark grey SKU E04HM278 black SKU E03HM465 SKU E03HM576 SKU E03HM621
29 1 29 1 29 1 XS 1 XS XS 1
30 1 30 1 30 1 S 1 S 1 S 1
31 2 31 2 31 2 M 1 M 1 M 2
32 2 32 2 32 2 L 1 L 1 L 2
33 1 33 1 33 1 XL XL XL 1
34 34 34
35 35 35

122 123
SKU E04HM421 SKU E03HM345 SKU E04HM187 SKU E03HM467 SKU E03HM431 SKU E04HM625
XS XS XS XS 1 XS 1 XS
S 1 S 1 S 1 S 1 S 1 S 1
M 1 M 1 M 1 M 1 M 1 M 1
L 2 L 2 L 2 L 2 L 1 L 1
XL XL XL XL XL 1 XL
US Retail $570 US Retail $580 US Retail $1,070 US Retail $515 US Retail $420 US Retail $865
TW Retail $656 TW Retail $667 TW Retail $1,231 TW Retail $592 TW Retail $483 TW Retail $995

124 125
Kay Kwok FW
2 collection a year
Made in Hong Kong(Ship from Hong Kong)
Showing at Lodon & Paris Fashion Week
Minimum order $5,000
Pay by credit card or by wire transfer when order
Markup 2.6
Total Unit 88
Price Range Unit %
Tops $725~$805 23 26.1%
Bottoms $473~$748 23 26.1%
Outerwear $1,006~$1,834 42 47.7%
Accessories 0 0.0%
Shoes 0 0.0%
Tops
basic shape basic shape
SKU kk4654654 SKU kk5484645 SKU kk3545348 SKU kk4523532 SKU kk5375453 SKU kk8768564
XS XS XS XS XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 2 M 2 M 2 M 2 M 2 M 1
L 1 L 1 L 1 L 1 L 1 L 1
XL XL XL XL XL XL
Bottoms
44 1 44 1 44 1 44 1 44 1 44 1
46 1 46 2 46 1 46 2 46 1 46 1
48 1 48 1 48 1 48 1 48 1 48 1
50 50 50 50 50 50
52 52 52 52 52 52

126 127
Outerwear
44 1 XS XS XS XS XS
46 1 S 1 S 1 S 1 S 1 S 1
48 1 M 2 M 1 M 2 M 2 M 2
50 L 2 L 1 L 2 L 1 L 1
52 XL XL XL XL XL
US Retail $740 US Retail $875 US Retail $1,595 US Retail $900 US Retail $1,035 US Retail $1,050
TW Retail $851 TW Retail $1,006 TW Retail $1,834 TW Retail $1,035 TW Retail $1,190 TW Retail $1,208
SKU kk8768534 SKU kk5233415 SKU kk8767865 SKU kk1345345 SKU kk7868544
XS XS XS XS XS
S 1 S 1 S 1 S 1 S 1
M 2 M 2 M 2 M 2 M 2
L 1 L 1 L 2 L 1 L 1
XL XL XL XL XL
Wholesale $462 Wholesale $394 Wholesale $498 Wholesale $423 Wholesale $433
COG $531 COG $453 COG $573 COG $487 COG $498
US Retail $1,200 US Retail $1,025 US Retail $1,295 US Retail $1,100 US Retail $1,125
TW Retail $1,380 TW Retail $1,179 TW Retail $1,489 TW Retail $1,265 TW Retail $1,294

128 129
Tops
SKU 142TS0126 KV39 SKU 142TS0116 KV39 SKU 142TS0210 KV83 SKU 142TS0213 KV34 SKU 142TS0312 KV36 SKU 142TS0213 KV67
XS XS XS XS XS XS
S 1 S 1 S 1 S S 1 S 1
M 1 M 1 M 1 M 1 M 1 M 1
L 1 L 1 L 1 L 1 L 1 L 1
XL 1 XL 1 XL 1 XL 1 XL XL
SKU 142TS0132 KV43 SKU 142TS0234 KV44 SKU 142TS1023 KV20 SKU 142TS3102 KV20 SKU 142SH136 KV09 SKU 142SH139 KV09
XS 1 XS XS XS 1 XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 2 M 1 M 1 M 1 M 1 M 1
L 2 L 1 L 1 L 1 L 1 L 1
XL 1 XL XL 1 XL 1 XL XL
KrisVanAssche FW
Made in Italy(Ship from Italy)
Showing at Paris Fashion Week
Pay by credit card or by wire transfer or
by paypal when order
Markup 2.7
Total Unit 169
Price Range Unit %
Tops $472~$1,024 67 39.6%
Bottoms $598~$748 31 18.3%
Outerwear $895~$2,300 27 16.0%
Leather Goods $1,380~$1,725 6 3.6%
Shoes $805~$1,323 34 20.1%

130 131
the shirt inside
SKU 142SH112 KV16 SKU 142TS1301 KV27 SKU 142KN121 KVM1 SKU 142KN137 KVM1 SKU 142KN153 KVM1 SKU 142KN146 KVM1
XS XS XS XS XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 1 M 1 M 1 M 1 M 1 M 1
L 1 L 1 L 1 L 1 L 1 L 1
XL XL XL 1 XL 1 XL 1 XL
TW Retail $656 TW Retail $805 TW Retail $978 TW Retail $978 TW Retail $1,001 TW Retail $1,024
Bottoms
SKU 142PA134 KV07 SKU 142PA213 KV07 SKU 142PA145KV07 SKU 142PA321 KV13 SKU 142PA126 KV05 SKU 142PA034 KV15
44 1 44 1 44 1 44 1 44 1 44 1
46 1 46 1 46 1 46 1 46 1 46 1
48 1 48 2 48 1 48 1 48 1 48 1
50 1 50 50 50 1 50 50 1
52 52 52 52 52 52
Outerwear
SKU 142PA624 KV15 SKU 142PA313 KV17 SKU 142JA243 KV07 SKU 142JA136 KV13 SKU 142JA723 KV05 SKU 142JA165 KVM2
44 1 44 1 XS XS XS XS
46 1 46 1 S S 1 S 1 S 1
48 1 48 1 M 1 M 1 M 1 M 1
50 1 50 1 L 1 L 2 L 1 L
52 52 1 XL XL 1 XL XL
US Retail $620 US Retail $520 US Retail $1,595 US Retail $1,200 US Retail $895 US Retail $1,100
TW Retail $713 TW Retail $598 TW Retail $1,834 TW Retail $1,380 TW Retail $1,029 TW Retail $1,265
Accessories
SKU 142JA264 KV26 SKU 142JA163 KV26 SKU 142JA645 KV77 SKU 142JA646 KV76 SKU 142JA132 KV26 SKU 142AS023 KVC2
XS XS XS XS XS
S 1 S S 1 S 1 S
M 1 M 1 M 1 M 1 M 1
L 1 L 1 L 2 L 1 L 1
XL XL XL XL 1 XL Wholesale $80
Wholesale $741 Wholesale $481 Wholesale $526 Wholesale $585 Wholesale $519 COG $92
COG $852 COG $554 COG $605 COG $673 COG $596 Quantity 2
US Retail $2,000 US Retail $1,300 US Retail $1,420 US Retail $1,580 US Retail $1,400 US Retail $215
TW Retail $2,300 TW Retail $1,495 TW Retail $1,633 TW Retail $1,817 TW Retail $1,610 TW Retail $247

132 133
Leather Goods Shoes
SKU 142AS024 KVC2 SKU 142BA02 KVC2 SKU 142BA03 KVC2 SKU 142BA05 KVC2 SKU 142BA08 KVC2 SKU 000FO126 KVC5
40
41
42 1
43 1
Wholesale $80 Wholesale $481 Wholesale $444 Wholesale $556 Wholesale $500 44 1
COG $92 COG $554 COG $511 COG $639 COG $575 Wholesale $259
Quantity 2 Quantity 1 Quantity 1 Quantity 2 Quantity 2 COG $298
US Retail $215 US Retail $1,300 US Retail $1,200 US Retail $1,500 US Retail $1,350 US Retail $700
TW Retail $247 TW Retail $1,495 TW Retail $1,380 TW Retail $1,725 TW Retail $1,553 TW Retail $805
SKU 000FO132 KVC5 SKU 000FO176 KVC3 SKU 000FO138 KVC4 SKU 000FO173 KVC3 SKU 000FO175 KVC4 SKU 000FO168 KVC8
40 40 40 40 40 40
41 41 41 1 41 1 41 1 41 1
42 1 42 1 42 1 42 1 42 1 42 1
43 1 43 1 43 1 43 1 43 1 43 1
44 1 44 1 44 1 44 1 44 1 44 1
SKU 000FO121 KVC5 SKU 000FO1103 KVC4 SKU 000FO122 KVC4
40 40 40
41 41 41 1
42 1 42 1 42 1
43 1 43 1 43 1
44 1 44 1 44
COG $426 COG $490 COG $307
US Retail $1,000 US Retail $1,150 US Retail $720
TW Retail $1,150 TW Retail $1,323 TW Retail $828

134 135
Rad Hourani FW
4 showroom time
Minimum Order 10K
Pay by credit card or by wire transfer when order
Markup 2.7
Total Unit 83
Price Range Unit %
Tops $633 7 8.4%
Bottoms $592~$920 31 37.3%
Outerwear $604~$1,834 45 54.2%
Accessories 0 0.0%
Shoes 0 0.0%
Tops Outerwear
gray vest gray suit vest
SKU CA801GRY SKU BR812BLK SKU BR725FRY SKU BR853BLK SKU BR768GRY SKU BR850GRY
XS 1 XS XS XS XS XS
S 1 S 1 S 1 S 1 S S 1
M 2 M 1 M 1 M 1 M 1 M 1
L 2 L 1 L 1 L 1 L 1 L 1
XL 1 XL XL 1 XL XL XL
US Retail $550 US Retail $1,595 US Retail $750 US Retail $1,300 US Retail $850 US Retail $630
TW Retail $633 TW Retail $1,834 TW Retail $863 TW Retail $1,495 TW Retail $978 TW Retail $725
black suit
black cardigan dark grey cardigan gray suit inside gray vest outside
SKU BR862BLK SKU BR840DGR SKU BR837BLK SKU BR818GRY SKU BR830GRY SKU BR832BLG
XS XS XS XS XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 1 M 1 M 1 M 1 M 1 M 1
L 1 L 1 L 1 L 1 L 1 L 1
XL 1 XL 1 XL 1 XL 1 XL XL 1
US Retail $550 US Retail $625 US Retail $1,250 US Retail $630 US Retail $525 US Retail $1,300
TW Retail $633 TW Retail $719 TW Retail $1,438 TW Retail $725 TW Retail $604 TW Retail $1,495

136 137
Bottoms
short coat in the middle long coat inside
SKU BR825ABLK SKU BR825BBLK SKU PA530GRY SKU PA765BKC SKU PA358DGR SKU PA423BKG
XS XS 0 0 0 0
S 1 S 1 1 1 1 1 1 1 1
M 1 M 1 2 1 2 1 2 1 2 1
L 1 L 1 3 1 3 1 3 1 3 1
XL 1 XL 4 4 1 4 4 1
SKU PA482BKG SKU PA428GRY SKU PA485BGR SKU PA531GRY SKU PA562BKC SKU PA583BKC
0 0 0 0 0 0
1 1 1 1 1 1 1 1 1
2 1 2 1 2 1 2 1 2 1 2 1
3 1 3 1 3 1 3 1 3 1 3 1
4 1 4 4 4 4 1 4 1

138 139
Alexander Wang SS
Made in China(Ship from China)
Showing at their New York and Paris Showroom
Markup 2.7
Total Unit 91
Price Range Unit %
Tops $316~$1,144 29 31.9%
Bottoms $477~$633 18 19.8%
Outerwear $625 10 11.0%
Leather Goods $224~$1,438 15 16.5%
Accessories 0 0.0%
Shoes $604~$661 19 20.9%
Tops Bottoms Outerwear
SKU 609017S14 SKU 609016S14 SKU 609021S14 SKU 603013S14 SKU 603006S14 SKU 600012S14
XS 1 XS 1 XS 2 S 44 1 S 44 1 XS 1
S 1 S 1 S 3 M 46 2 M 46 2 S 2
M 2 M 2 M 4 48 3 48 2 M 3
L 2 L 2 L 4 L 50 3 L 50 2 L 3
XL 1 XL 1 XL 2 XL 52 1 XL 52 1 XL 1
TW Retail $1,144 TW Retail $1,029 TW Retail $316 TW Retail $633 TW Retail $477 TW Retail $719
Shoes Leather Goods
SKU 315112S14 SKU 312105S14 SKU 315114S14 SKU 213029 SKU 212023
40 1 40 1 40 1 Wholesale $389 Wholesale $405
41 1 41 1 41 1 COG $447 COG $466
42 2 42 2 42 1 Quantity 2 Quantity 2
43 2 43 2 43 1 US Retail $1,050 US Retail $1,095
44 1 44 1 44 1 TW Retail $1,208 TW Retail $1,259
COG $245 COG $223 COG $245
US Retail $575 US Retail $525 US Retail $575
TW Retail $661 TW Retail $604 TW Retail $661

140 141
SKU 216007 SKU 215003 SKU 211002 SKU 711003
Wholesale $324 Wholesale $420 Wholesale $463 Wholesale $72
COG $373 COG $483 COG $532 COG $83
Quantity 2 Quantity 2 Quantity 2 Quantity 5
US Retail $875 US Retail $1,135 US Retail $1,250 US Retail $195
TW Retail $1,006 TW Retail $1,305 TW Retail $1,438 TW Retail $224

142 143
Benjamin Bertram SS
Made in UK(Ship from UK)
showing at who's next Paris trade show
Minimum Order
Each style and size minimum 1
Pay by credit or by wire transfer when order
Markup 2.3
Total Unit 113
Price Range Unit %
Tops $133~$554 52 46.0%
Bottoms $598~$784 38 33.6%
Outerwear $193~$1,041 23 20.4%
Accessories 0 0.0%
Shoes 0 0.0%
Tops
SKU T01B SKU T01W SKU T02W SKU T02B SKU T03W SKU T03B
Turtle Neck Black Turtle Neck White Front Contrast Panel Tank White Front Contrast Panel Tank Black Front Panel Tank White Front Panel Tank Black
S 2 S 2 S 1 S 2 S 1 S 1
M 2 M 2 M 2 M 2 M 2 M 2
L 2 L 2 L 1 L 2 L 1 L 1
SKU T04W SKU T05B SKU T06B SKU T07W SKU T08W SKU T08B
Cross Over Shirt White Jersey Tank Top Black Logan Tank Top Black Neck Panel Shirt White Sleeveless Shoulder Panel Shirt White Sleeveless Shoulder Panel Shirt Black
S 1 S 3 S 2 S 1 S 1 S 1
M 2 M 3 M 2 M 1 M 1 M 2
L 1 L 3 L 2 L 1 L 1 L 2

144 145
Bottoms
SKU T09W SKU T09B SKU B01B SKU B02W SKU B03W SKU B04W
Long Sleeve Shoulder Panel Shirt White Long Sleeve Shoulder Panel Shirt Black Pleated Tulip Kilt Black Front Wrap Short White External Pocket Short White Front Wrap Trouser White
S 1 S 2 S 1 S 1 S 1 S 1
M 1 M 2 M 1 M 1 M 1 M 1
L 1 L 2 L 1 L 1 L 1 L 1
SKU B04B SKU B05W SKU B05B SKU B06B SKU B07W SKU B07B
Front Wrap Trouser Black Front Flap Trouser White Front Flap Trouser Black Pleat Front Trouser Black Cut Out Short White Cut Out Short Black
S 1 S 1 S 1 S 2 S 1 S 1
M 1 M 1 M 1 M 2 M 1 M 2
L 1 L 1 L 1 L 2 L 1 L 2
Outerwear
SKU B08B SKU O01W SKU O02W
Front Flap Panel Short Black Structured Zip Jacket White Structured Jacket White
S 1 S 1 S 1
M 1 M 1 M 1
L 1 L 1 L 1
COG $283 COG $453 COG $453
US Retail $567 US Retail $905 US Retail $905
TW Retail $652 TW Retail $1,041 TW Retail $1,041

146 147
Christian Lenfant Roi SS
Showing at void showroom in Paris,
Montreal, and Toronto
Pay by credit card or by paypal when order
Markup 2.7
Total Unit 105
Price Range Unit %
Tops $230~$495 35 33.3%
Bottoms $207~$368 37 35.2%
Outerwear $782~1,323 26 24.8%
Shoes 0 0.0%
Tops Bottoms
XS 1 XS 1 XS 2 XS 1 XS 1 28 1
S 1 S 2 S 3 S 1 S 2 30 1
M 2 M 2 M 3 M 2 M 2 32 2
L 2 L 2 L L 1 L 2 34 2
XL XL 1 XL XL XL 1
Outerwear
28 2 28 1 28 2 28 2 28 2 XS 1
30 2 30 2 30 2 30 2 30 2 S 1
32 2 32 2 32 1 32 1 32 1 M 1
34 1 34 1 34 1 34 1 34 1 L 2
XL XL XL
US Retail $310 US Retail $320 US Retail $180 US Retail $200 US Retail $190 US Retail $1,150

148 149
Accessories
SKU cls029275 SKU cls023465 SKU cls025314 SKU cls023146 SKU cls023147
XS 1 XS 1 XS 1
S 2 S 2 S 1 S 1 S 1
M 2 M 2 M 1 M 2 M 1
L 2 L 2 L 2 L 1 L 1
XL 1 XL 1 XL
Wholesale $252 Wholesale $252 Wholesale $378 Wholesale $148 Wholesale $148
COG $290 COG $290 COG $434 COG $170 COG $170
US Retail $680 US Retail $680 US Retail $1,020 US Retail $400 US Retail $400
TW Retail $782 TW Retail $782 TW Retail $1,173 TW Retail $460 TW Retail $460

150 151
Helmut Lang SS
Made in USA(Ship from USA)
Showing at their New York
and Paris Showroom
Markup 2.7
Total Unit 196
Price Range Unit %
Tops $104~$426 105 53.6%
Bottoms $242~$339 43 21.9%
Outerwear $276~$1,524 48 24.5%
Accessories 0 0.0%
Shoes 0 0.0%
Tops
S 2 S 2 S 2 S 4 S 4 S 2
M 3 M 3 M 3 M 4 M 4 M 3
L 3 L 2 L 3 L 4 L 4 L 3
Bottoms
XS 1 XS 1 XS 1 29 1 29 1 XS 1
S 2 S 2 S 2 30 2 30 2 S 2
M 3 M 2 M 2 31 2 31 2 M 2
L 3 L 2 L 2 32 2 32 2 L 2
XL 1 XL 1 XL 1 33 1 33 1 XL
34 1 34 1
35 35

152 153
Outerwear
SKU E01HM203-BLK SKU E01HM203-GRN SKU E01HM103 SKU E01HM405 SKU E02HM102 SKU E02HM402
29 1 29 1 XS 2 XS 1 XS 1 XS 1
30 2 30 2 S 3 S 2 S 2 S 1
31 2 31 2 M 3 M 2 M 2 M 1
32 2 32 2 L 3 L 2 L 2 L 1
33 1 33 1 XL 2 XL 1 XL 1 XL 1
34 1 34 1
35 35
US Retail $295 US Retail $295 US Retail $295 US Retail $1,325 US Retail $645 US Retail $725
TW Retail $339 TW Retail $339 TW Retail $339 TW Retail $1,524 TW Retail $742 TW Retail $834
SKU E02HM506 SKU E02HM404
XS XS 1
S 1 S 2
M 2 M 2
L 2 L 2
XL 1 XL 1
Wholesale $89 Wholesale $220
COG $102 COG $253
US Retail $240 US Retail $595
TW Retail $276 TW Retail $684

154 155
KrisVanAssche SS
Made in Italy(Ship from Italy)
Pay by credit card or by wire transfer or
by paypal when order
Markup 2.7
Total Unit 277
Price Range Unit %
Tops $311~$667 160 57.8%
Bottoms $454~$811 54 19.5%
Outerwear $475~$1,899 12 4.3%
Leather Goods $265~$1,719 12 4.3%
Shoes $748~$1,298 36 13.0%
Tops
SKU 141TS0116 KV26 SKU 141TS0116 KV26 SKU 141TS0200 KV77 SKU 141TS0200 KV76 SKU 141TS0112 KV26 SKU 141TS0112 KV26
S 2 S 2 S 2 S 2 S 2 S 2
M 3 M 3 M 3 M 3 M 3 M 3
L 3 L 3 L 3 L 3 L 3 L 3
SKU 141TS0232 KV24 SKU 141TS0233 KV24 SKU 141SH102 KV20 SKU 141SH102 KV20 SKU 141SH126 KV09 SKU 141SH121 KV09
S 2 S 2 S 2 S 2 S 2 S 2
M 3 M 3 M 3 M 3 M 3 M 3
L 3 L 3 L 3 L 3 L 3 L 3

156 157
SKU 141SH105 KV16 SKU 141KN120 KVM2 SKU 141KN116 KVM1 SKU 141KN116 KVM1 SKU 141KN116 KVM1 SKU 141TS0152 KV29
XS 1 XS XS XS XS XS
S 1 S 1 S 2 S 2 S 1 S 1
M 1 M 2 M 3 M 3 M 2 M 2
L 1 L 2 L 3 L 3 L 2 L 2
XL 1 XL 1 XL 1 XL 1 XL 1 XL
Outerwear Bottoms
SKU 000JA602 KV05 SKU 141TS0244 KV27 SKU 141PA313 KV07 SKU 141PA313 KV13 SKU 141PA313 KV05 SKU 141PA359 KVM2
XS XS 44 1 44 1 44 44
S 1 S 1 46 2 46 2 46 1 46 1
M 2 M 2 48 2 48 2 48 1 48 2
L 2 L 2 50 2 50 2 50 1 50 1
XL 1 XL 1 52 52 1 52 52
US Retail $1,899 US Retail $475 US Retail $530 US Retail $590 US Retail $530 US Retail $560
TW Retail $2,184 TW Retail $546 TW Retail $610 TW Retail $679 TW Retail $610 TW Retail $644
SKU 141PA349 KV07 SKU 141PA349 KV05 SKU 141PA350 KV05 SKU 141PA350 KV14 SKU 141PA340 KV36 SKU 141PA340 KV35
44 44 44 44 44 1 44 1
46 1 46 1 46 1 46 1 46 2 46 2
48 2 48 2 48 2 48 2 48 2 48 2
50 1 50 1 50 1 50 1 50 2 50 2
52 52 52 52 52 1 52 1
Shoes
SKU 000FO132 KVC5 SKU 41FO138 KVC2 SKU 141FO138 KVC10 SKU 141FO140 KVC14 SKU 141FO102 KVC1 SKU 141FO166 KVC1
40 40 40 1 40 1 40 40
41 1 41 1 41 2 41 2 41 1 41 1
42 1 42 1 42 2 42 2 42 2 42 2
43 1 43 1 43 2 43 2 43 2 43 2
44 1 44 1 44 1 44 1 44 1 44 1
TW Retail $805 TW Retail $863 TW Retail $863 TW Retail $1,144 TW Retail $1,298 TW Retail $748

158 159
Leather Goods
SKU 141BA06 KVC2 SKU 141BA06 KVC2 SKU 141BA01 KV82 SKU 141BA04 KV82 SKU 141AC01 KVC2 SKU 141AC03 KVC2
Quantity 1 Quantity 1 Quantity 2 Quantity 2 Quantity 3 Quantity 3
US Retail $1,495 US Retail $1,495 US Retail $365 US Retail $365 US Retail $230 US Retail $230
TW Retail $1,719 TW Retail $1,719 TW Retail $420 TW Retail $420 TW Retail $265 TW Retail $265
Accessories
SKU 141AC36 KV64
Wholesale $115
COG $132
Quantity 3
US Retail $310
TW Retail $357

160 161
Rad Hourani SS
4 showroom time
Minimum Order 10K
Whosale Price Range $85~$630
Pay by credit card or wire transfer when order
Markup 2.7
COG = Whosale + 15% (Duty + Shipping)
Total Unit 187
Total Whosale Dollar $41,876
Total COG(Whosale+15%) $48,157
Price Range Unit %
Tops $265~$357 62 33.2%
Bottoms $575~1,984 31 16.6%
Outerwear $472~$1,955 94 50.3%
Accessories 0 0.0%
Shoes 0 0.0%
Tops
SKU DR801BKF SKU DR801BKJ-SP SKU 141TS0200 KV77 SKU DR800BKJ-SP SKU DR802BKJ-SP SKU DR702BJBKJ
S 1 S 2 S 2 S 3 S 4 S 2
M 1 M 3 M 3 M 4 M 4 M 2
L 1 L 3 L 3 L 3 L 4 L 2
Wholsale $107 Wholsale $115 Wholsale $115 Wholsale $111 Wholsale $85 Wholsale $109
Bottoms Outerwear
SKU PA700BKC SKU PA800BKC SKU PA800BKF SKU PA171BKC SKU PA170LBKC SKU CA702BKJ
0 1 0 1 0 1 0 1 0 XS 1
1 1 1 1 1 1 1 1 1 1 S 1
2 2 2 2 2 2 2 2 2 2 M 2
3 2 3 2 3 2 3 2 3 1 L 2
4 1 4 1 4 1 4 4 XL 1
TW Retail $575 TW Retail $633 TW Retail $633 TW Retail $604 TW Retail $1,984 TW Retail $546

162 163
SKU CA001BKJ SKU CA702BKC SKU VE800BKC SKU VE802BKC SKU JK803BKC SKU VE700BKTW
XS 1 XS 1 XS XS XS XS
S 1 S 1 S 1 S 1 S 1 S 1
M 2 M 2 M 1 M 1 M 1 M 1
L 2 L 2 L 1 L 1 L 1 L 1
XL 1 XL 1 XL XL XL XL
US Retail $430 US Retail $500 US Retail $1,030 US Retail $1,030 US Retail $1,700 US Retail $520
TW Retail $495 TW Retail $575 TW Retail $1,185 TW Retail $1,185 TW Retail $1,955 TW Retail $598
SKU VE700BKW SKU CA001BKC SKU VE700BKC SKU JK704BC SKU JK704GW SKU JK802GW
S 2 S 1 S 1 S 1 S 1 S 2
M 3 M 2 M 2 M 2 M 1 M 2
L 2 L 2 L 2 L 2 L 1 L 1
XL 1 XL 1 XL 1 XL 1 XL XL
US Retail $450 US Retail $430 US Retail $410 US Retail $1,400 US Retail $1,475 US Retail $1,240
TW Retail $518 TW Retail $495 TW Retail $472 TW Retail $1,610 TW Retail $1,696 TW Retail $1,426
SKU JK810BKW SKU JK810GW SKU CA702BKF
XS 1 XS 1 XS 1
S 1 S 1 S 1
M 2 M 2 M 2
L 2 L 2 L 2
XL 1 XL 1 XL 1
Wholsale $396 Wholsale $396 Wholsale $185
COG $456 COG $456 COG $213
US Retail $1,070 US Retail $1,070 US Retail $500
TW Retail $1,231 TW Retail $1,231 TW Retail $575

164 165
9.4 Product Ratio
Price Range Unit % Price Range Unit %
$224~$2,415 122 15.66% $191~$1,208 293 37.6%
$191~$1,418 212 27.21% $334~$920 196 25.2%
$293~$1,231 105 13.48% $483~$2,415 233 29.9%
$473~$1,834 88 11.30% $224~$1,725 16 2.1%
$247~$2,300 169 21.69% $247~$403 7 0.9%
$633~$1,495 83 10.65% $805~$1,323 34 4.4%
779 100.00% 779 100.0%
Price Range Unit % Price Range Unit %
$224~$1,438 91 9.4% $104~$1,144 443 45.7%
$133~$1,041 113 11.7% $207~$1,984 221 22.8%
$230~$1,323 105 10.8% $193~$2,184 213 22.0%
$104~$1,524 196 20.2% $224~$1,719 27 2.8%
$265~$2,184 277 28.6% $357~$460 10 1.0%
$265~$1,984 187 19.3% $604~$1,298 55 5.7%
969 100.00% 969 100.0%
FW
Brand Category
Alexander Wang Tops
Christian L'enfant Roi Bottoms
Helmut Lang Outerwear
Kay Kwok Leather Goods
KrisVanAssche Accessories
Rad Hourani Shoes
(Total) (Total)
SS
Brand Category
Alexander Wang Tops
Benjamin Bertram Bottoms
Christian L'enfant Roi Outerwear
(Total) (Total)
Helmut Lang Leather Goods
KrisVanAssche Accessories
Rad Hourani Shoes

166 167
9.5 Sourcing & Promotion Calendar
Week1
FW
SS Week2
Event
FW clearance sale
SS clearance sale
Week3 1/21~25 Paris Men's Fashion Week Start getting AW15/16
AW15/16 Merchandise
Week4 Evaluate and finalizing the order 6/24~28 SS16 Paris Men's
for AW15/16 Fashion Week
Week1 Evaluate and finalizing the order
for SS16
Week2 Start getting SS16 Merchandise
Week3 12/26~12/28 VIP AW15/16
clearance sale pre-order 30% off
12/29 AW15/16 sale open to
public 25% off
Week4
Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15
Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15
Week1
Week2 1/11 AW15/16 Clearance 6/20~22 VIP SS16 Clearance Sale
Sale 50% off pre-order 30% off
6/23 SS16 Clearance Sale
open to public 25% off
Week3 1/20~24 Paris Men's Fashion Week 2/20 Mafnifique VIP Social Event Start getting AW16/17
AW16/17 Merchandise
Week4 Evaluate and finalizing the order 6/23~27 SS17 Paris Men's
for AW16/17 Fashion Week
1/25 AW15/16 clearance
sale 60% off
Week1 Evaluate and finalizing the order
for SS17
Week2 7/11 SS16 Clearance Sale 50% off Start getting SS17 Merchandise
Week3 8/20 Mafnifique VIP Social Event 12/26~12/28 VIP AW16/17
Clearance Sale pre-order 30% off
12/29 AW16/17 sale open to
public 25% off
Week4 7/25 SS16 Clearance Sale 60% off
Jul-16 Aug-16 Sep-16 Oct-16 Nov-16 Dec-16
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16

168 169
9.6 Marketing Calendar Detail
Jun Jul Aug
Website $400 $400 $400
SEO(Search Engine Optimization) $400 $400 $400
SEM(Search Engine Marketing) $1,000 $1,000 $1,000
Retargeting $100 $100 $100
Banner Ads $500 $500 $500
Email (MailChimp) $40 $40 $40
Facebook Ad (PPC) $160 $160 $160
Celebrity Endorsement (Giving out samples)
Contest & Giveaway $247
Grand Opening -Venue + Alcohol $2,000
Grand Opening - Direct Mail (Invitation Card) $20
Grand Opening - Poster $1,824
Grand Opening - Raffle $1,110
Grand Opening - Hiring Celebrity Buget $2,000
Grand Opening - Purchase list $2,500
VIP Social Dinner Party -Venue + Meal $4,150
VIP Social Dinner Party - Hiring Expert Budget $666
VIP Social Dinner Party - Direct Mail (Invitation Card) $53
Freelance - Photographer $4,000
Freelance - Stylist $1,500
Freelance - Model $1,000
Apple daily newspaper $20,000 $20,000 $20,000
Free shipping and free return $435 $435 $435
Waker Campaign $1,157
Total 38,589$ 22,882$ 28,661$
Sep Oct Nov Dec Jan Feb
$400 $400 $400 $400 $400 $400
$400 $400 $400 $400 $400 $400
$1,000 $1,000 $1,000 $1,000 $1,000 $1,000
$100 $100 $100 $100 $100 $100
$500 $500 $500 $500 $500 $500
$40 $40 $40 $40 $40 $40
$160 $160 $160 $160 $160 $160
$1,500
$247
$4,150
$666
$53
$4,000 $4,000
$1,500 $1,500
$1,000 $1,000
$20,000 $20,000 $20,000 $20,000 $20,000
$435 $435 $435 $435 $435 $435
$1,157 $1,157
30,635$ 22,635$ 4,039$ 29,135$ 22,635$ 28,661$
Mar Apr May Total
$400 $400 $400 4,800$
$400 $400 $400 4,800$
$1,000 $1,000 $1,000 12,000$
$100 $100 $100 1,200$
$500 $500 $500 6,000$
$40 $40 $40 480$
$160 $160 $160 1,920$
$1,500 3,000$
$247 741$
2,000$
20$
1,824$
1,110$
2,000$
2,500$
8,300$
1,332$
106$
$4,000 16,000$
$1,500 6,000$
$1,000 4,000$
$20,000 $20,000 200,000$
$435 $435 $435 5,220$
$1,157 4,628$
-$
-$
30,882$ 22,635$ 3,792$ 285,181$

170 171
9.7 Profit and Loss Analysis
Feb-Yr1 Mar-Yr1 Apr-Yr1 May-Yr1 Jun-Yr1 Jul-Yr1
Net Sales $134,092 $81,541 $43,467 $4,372 $146,906 $93,452
COGS $55,277 $33,998 $18,597 $1,907 $60,392 $38,922
Merchandise GM$ $78,815 $47,543 $24,870 $2,465 $86,514 $54,530
Research & Development $0 $0 $0 $0 $0 $0
Merch. GM w/ R&D $78,815 $47,543 $24,870 $2,465 $86,514 $54,530
Wages $16,536 $16,536 $16,536 $16,536 $16,536 $16,536
Commissions $0 $0 $0 $0 $0 $0
Rent $1,818 $1,818 $1,818 $1,818 $1,818 $1,818
Marketing Expense $38,589 $22,882 $28,661 $30,635 $22,635 $4,039
Travel expense $150 $150 $150 $150 $10,000 $150
Health Insurance $650 $650 $650 $650 $650 $650
Insurance $85 $85 $85 $85 $85 $85
Accounting/Books $90 $90 $90 $90 $90 $90
Banking $10 $10 $10 $10 $10 $80
Interest Expense $223 $1,423 $215 $211 $208 $204
Depreciation $218 $218 $218 $218 $218 $218
Utilities & Security $100 $100 $100 $100 $100 $100
Telephone $40 $40 $40 $40 $40 $40
Supplies $310 $310 $310 $310 $310 $310
Misc. Repairs et al $100 $100 $100 $100 $100 $100
Credit Card Transaction Fee $4,023 $2,446 $1,304 $131 $4,407 $2,804
Shrinkage $3,750 $2,281 $1,216 $122 $4,109 $2,614
Total Expense $66,691 $49,138 $51,503 $51,207 $61,315 $29,837
Profit/Loss $12,124 -$1,595 -$26,633 -$48,742 $25,198 $24,693
Credit Card Trans Fee rate 3%
Fixed Expenses $19,637 $19,637 $19,637 $19,637 $19,637 $19,637
Variable Expenses $43,154 $27,071 $30,500 $31,298 $27,570 $7,437
Total Expenses $62,791 $46,707 $50,137 $50,934 $47,207 $27,073
Operating Margin % 20.3% 1.8% -101.6% -1966.7% 45.4% 50.4%
BreakEven$Volume $308,834 $2,658,314 -$49,349 -$2,590 $103,900 $53,769
BreakEven Sales per day $10,294 $88,610 -$1,645 -$86 $3,463 $1,792
BreakEven Sales per hour $1,287 $11,076 -$206 -$11 $433 $224
Jul-Yr1 Aug-Yr1 Sep-Yr1 Oct-Yr1 Nov-Yr1 Dec-Yr1 Jan-Yr1 Yr1 Total %/Sls
$93,452 $157,548 $161,843 $61,933 $13,400 $157,548 $115,548 $1,171,650 100.0%
$38,922 $43,793 $66,360 $25,396 $5,557 $76,620 $61,343 $488,163 41.7%
$54,530 $113,755 $95,483 $36,537 $7,843 $80,928 $54,205 $683,487 58.3%
$0 $0 $0 $0 $0 $0 $0 $0 0.0%
$54,530 $113,755 $95,483 $36,537 $7,843 $80,928 $54,205 $683,487 58.3%
$16,536 $16,536 $16,536 $16,536 $16,536 $16,536 $16,536 $198,432 16.9%
$0 $0 $0 $0 $0 $0 $0 $0 0.0%
$1,818 $1,818 $1,818 $1,818 $1,818 $1,818 $1,818 $21,816 1.9%
$4,039 $29,135 $22,635 $28,661 $30,882 $22,635 $3,792 $285,181 24.3%
$150 $150 $150 $150 $150 $150 $10,000 $21,500 1.8%
$650 $650 $650 $650 $650 $650 $650 $7,800 0.7%
$85 $85 $85 $85 $85 $85 $85 $1,020 0.1%
$90 $90 $90 $90 $90 $90 $90 $1,080 0.1%
$80 $10 $10 $10 $10 $10 $80 $260 0.0%
$204 $200 $197 $193 $189 $186 $182 $3,630 0.3%
$218 $218 $218 $218 $218 $218 $218 $2,612 0.2%
$100 $100 $100 $100 $100 $100 $100 $1,200 0.1%
$40 $40 $40 $40 $40 $40 $40 $480 0.0%
$310 $310 $310 $310 $310 $310 $310 $3,720 0.3%
$100 $100 $100 $100 $100 $100 $100 $1,200 0.1%
$2,804 $4,726 $4,855 $1,858 $402 $4,726 $3,466 $35,150 3.0%
$2,614 $4,406 $4,526 $1,732 $375 $4,406 $3,232 $32,769 2.8%
$29,837 $58,575 $52,320 $52,551 $51,955 $52,060 $40,699 $617,849 52.7%
$24,693 $55,180 $43,163 -$16,014 -$44,112 $28,868 $13,506 $65,637 5.6%
$19,637 $19,637 $19,637 $19,637 $19,637 $19,637 $19,637 $235,640 20.1%
$7,437 $34,382 $28,007 $31,032 $31,793 $27,867 $7,830 $327,940 28.0%
$27,073 $54,018 $47,644 $50,669 $51,430 $47,504 $27,467 $563,580 48.1%
50.4% 52.5% 50.1% -38.7% -555.8% 41.3% 49.3% 51.9%
$53,769 $102,866 $95,092 -$131,002 -$9,254 $115,017 $55,683 $3,301,282
$1,792 $3,429 $3,170 -$4,367 -$308 $3,834 $1,856 $110,043
$224 $429 $396 -$546 -$39 $479 $232 $13,755

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