3. • Mission: „We want to provide exclusive and
sustainable fashion for women. Our strategy for
doing so is very simple-first, use natural fabrics for
our production that are made of certified organic
fibers. Second, the facilities the fabrics have been
refined in, implement the highest labor standards.
And finally, offer made-to-measure manufacturing.“
4. History of the company
1996
• Until then eco-fashion was called „muesli fashion“
• Only uncoloured Natural fabrics used; no female cuts
• Her business idea developed/ found niche
• Freelance work for designer Silke Manon Wiesnet
Nov.
1996
• Silke Manon Wiesnet is working for a german company (Nema) as an
independent designer
• Spremberger Tuche produces hanf fibre (very high quality)
• Silke M. Wiesnet is starting to use those fibres for a classic female
eco-collection
• Eco-collection competition from AOK
Feb.
1997
• Wins the award: not only 15.000 Mark but also a sponsored fashion
show and a stand at CPD (Collection Premier Düsseldorf), the
largest fashion exhibition in Europe that time
• Got introduced to business partners, suppliers and customers (first
contacts)
5. 1997
• Self-employed
• Orders taken by Sales agency
• Externally subcontracted production work (Stollberg/
Saxony)
2000/01
• Firm growth
• New studio
• Opening of the first store brand shop
2006
• Firm growth
• Shift in production levels; outsourcing to Poland
6. Strengths
- Produced in Germany that makes
Individual production possible
- Very high service standard supply and
delivery at short notice possible
- Certified organic fiber, remarkable
fabrics
- Nickel-free zippers preventing
allergy
- No azo dye (chem. colorant) or
chlorine bleach
- Up to larger sizes 34-52
- Staff members get involved with
innovations and creative ideas
Importance and value of the
employees
Weakness
- Poor marketing strategy
- Low degree of brand awareness
- Higher production and logistic costs
- Low break even point
- Difficult to find qualified staff (not many
applicants in textile branch and those
few are big firm oriented)
- No bulk purchaser
many smaller customers
SWOT- Analysis
7. SWOT- Analysis
Opportunities
- Outsourcing (outside the EU)
- Own brand stores
- New collection for young people
(between 20-30 years)
- Joining international trade fairs
- Market segmentation
- Trends (health trend in USA, Canada
and GB), costumers become ecologically
aware
Threats
- New & existing competition
- Production overseas: risk of downgrade
the quality of the product
individual supply at short notice not
possible anymore (but this makes
manondesign different to other
competitors)
- High transport costs (only worth over a
certain quantity)
- Boutiques vanish more and more on the
market, because of vertical warehousing
and standardized/uniform trends
- New legislations
- Economic recession
13. North American Market
Growing health awareness
influences change of lifestyle in America
People start eating healthier, doing sports
Becoming vegetarians
Also potential for „health combined with Fashion“
(Mass markets are full of cheap clothing
produced in China)
Productdecisions: high price for high quality
15. Distribution
Agent middlemen
For the different countries or regions
Are selling the current collection to merchant middlemen
Quantity produced = Quantity demanded
(ordered)
Commission = Add value to product; have to identify with the good
Merchant middlemen
Boutiques sell to customer (Endconsumer)
Length of consumer Marketing channels
one level: manufacturer - retailer - consumer
Sometimes two levels: manufacturer - wholesaler - retailer – consumer
16. Communication
• indirect distribution method, communicate personal and intensional
• Invitations to every trade fair & prospects sent to customers (information flyer)
• Elements of MANON‘s Communication policy:
Commercial Marketing Publicity Personal Selling
Printed
articles
Prospect
webpage
Fashion
shows
exhibitions/
trade fair
Contest
Conditions
Special offers
Article in
local
Newspaper
Examples/
models
Outlet/ sales
agency
17. Pricing and financial data
Winter collection is always more expensive, because:
Thick/warm fabrics & more fibre used
Summer collection
Model___________
Top
Dress
BP ( Net in Euro )
29,00
89,00
SP (BP * 2,2)____
63,80
195,80
BP times 2-4 (depending on the location 1A,1B, marginal area, etc.)
=SP
Calculation demo.xls
18. Perspectives, conclusions and suggestions
According to the Ansoff table MANON Design should expand
overseas and further in Europe with the same product on a new market
Reducing costs for research and implementation (Market development)
If successful MANON Design could create a discrete collection for women
between the age of 20 and 30
Men collection already failed exclude this as an opportunity
Offering good work conditions to exemplary sewers and agent middlemen
Outsourcing production to cut costs, but no decrease of quality!
19. Sources of Information
- Webpage www.manondesign.de
- Pricelists, documents, certificates and reports of the firm
- Insider information
- Http://innatex.muveo.de/
