New Product Commercialization Strategic Product Design | TU Delft ST STUDIO >>>> ST CO

1. POSITIONING STATEMENT
4409264 Niya Stoimenova 4319206 Orkun Tekeli 4520661 Raquel Inat
4536509 Manuela Sierra 4538560 André Dias 4079523 Rolien Beijers

2. as a woman, I...
want to overcome my fears
want to embrace who I am
want to accept my insecurities
I have aspirations
ask myself: can I do it?
want to feel confident
want my voice to be heard

3. MARKET
fashion
style
delivery
%7 Cofra Holding AG (C & A)
%6 H & M Hennes and Mauritz AB
%3 Espirit Holdings Ltd.
%2 Liz Claiborne Inc.
%2 Inditex, Industria di Diseño Textil SA
Other
Market
influenced by
bloggers/
fashionistas
Style
Delivery
Apps
Omnichannel
presence
relationship
marketing
Big Data
Community
Crowd-
sourcing
Less time
to shop
Curated
ShoppingWorking
women
Consumer is
the courier
Exclusivity
Technology
importance
in customer
journey
improve
status

4. COMPETITOR
ANALYSIS
RESOURCE SIMILARITY
MARKET COMMONALITY

5. COMPETITOR
ANALYSIS
RESOURCE SIMILARITY
MARKET COMMONALITY
Evelyne designs unambiguous clothes to worn by an urban girl who hones a discreet
look, only to be all the more visible for it.
Modern Business brings though through designs, professionalism and femininity back
in the workplace.
our business idea is “to offer long lasting fashion based on our core values; style,
simplicity and quality”.
Judith decided to create clothing for active women.The Maje spirit is resolutely
feminine, understated, glamourous and bold.
With her luxury fashion collections NIKKIE provides the answer to dress for every day-to-night
occasion of a modern women’s life.

6. COMPANY ANALYSIS
We are real women. We are committed to women.
We highlight your best. We encourage and motivate
her.
“ST. is a fashion brand that focuses on women with
“character”. These are the women who dare to show
their vulnerability and thereby radiate strength.”
ST Studio stores:
9 Stores in the Netherlands
+2 (Groningen/Arnhem)
2 International Stores

7. REBECCA LAUREY
fashion blogger/stylist
WHAT IS A CHARACTER WOMAN?
“...she wants to inspire other people to do
the same, not the same as what she is doing,
but doing what inspires them.”
“you don’t necessarily have to know them,
but they have a voice and they inspire people
to be the better versions of themselves.
”if you never share your voice within, people
will never know….“

8. with ST STUDIO, I...
Overcome my fears
Embrace who I am
Accept my insecurities
I have aspirations
I tell myself: I can do it!
Feel confident most of the time
Make sure my voice is heard

9. C O N F I D E N C E & S U P P O R T

10. “Studio Network is an omnichannel community
platform for women aspiring change, who seek
confidence and it does so by providing
inspiration and networking”
NETWORK