Final Year Individual Project Research & Proposal for Fashion Video Commerce and Community Platform Draft, Mid-term Assessment. Research up to SWOT. Marketing Strategies to be followed up in the final presentation. Year 3 of BA(Hons) Degree Fashion Media & Industries Course (Fashion Marketing and Management Specialism) LASALLE College of the Arts For all queries, networking & business enquiries, email me at teojiaen90@gmail.com.

1. Statement of Intent & Market Research
Name: Teo Jia En
Class: BAFMIN5B
Supervisors: Circe, Ann, Gilles

2. No media for
Asia Pacific designer fashion
In video platform

4. To create an Asian-Pacific online community
that provides the latest Asian-Pacific
designer trends & entertainment news
through videos.

5.  To provide fresh, exciting and entertaining videos on Fashion and
Beauty in Asia Pacific.
 To increase credibility and awareness of established and/or new
Asia Pacific designers and artists.
 A new platform for Asian designers to market their designs and
reach their audience.
 To further establish Singapore as a fashion capital.

6. Content Stakeholders
 Fashion Shows:
◦ Singapore
◦ Japan
◦ Korean
◦ Thailand
◦ Australia
 Fashion Boutique Launch
 Celebrity Style
 Street Style
 Influencer (Selected Users)
Videos
 Users / Viewers
 Designers
 Brand Owners

7. Core:
Chic, trendy,
fashionable updates.
Actual:
Fashion Runways,
Campaigns & Films
Styling
Designer Interviews
Influencers Uploads
Adv. Revenues
Augmented:
Business Opportunities:
Designers - Sales
Managers - Profits
Retail Space Owners
Creative Owners
/Content Producers
A
Core
Actual
Augmented

8. Most updated & comprehensive web platform
for all Asian pacific designer
fashion shows, campaigns, trends,
entertainment & news.

9.  Problem
 Project Concept
 Product Value Chart
 USP
 Content
 PEST
 Market Research and Consumer Analysis: Focus Group, Survey
Results, Interview Results
 Market Segmentation & Positioning
 Target Customers
 Competitors
 Perceptual Mapping
 Business Model
 SWOT
 Conclusion
 References

10. Industry
Rivalry
Moderate
Buyer Power
(Advertisers)
High
Supplier Power
(Fashion Weeks)
Low
Potential
Entry /
Threat of Mobility
Moderate
Threat of
Substitutes
Low

11. Political Association of Southeast Asian Nations (ASEAN) in 1967.
Asean Free Trade Area (AFTA), 1992. (Asean.org)
1. Increase ASEAN's competitive edge as a production base
2. Attract more foreign direct investment to ASEAN.
STYLEASIA to represent in depth ASEAN fashion & culture.
Spring: Business Angel Scheme, Startup Enterprise Development Scheme
(Spring.gov.sg)
Economic Stable and growing Singapore market economy at 1.5 % in 2012.
(Businessweek.com) Compared to the Europe economy at -0.5%
(Forextv.com)
Low taxes. (Startupoverseas.co.uk)
Healthy financial relations with ASEAN and global powers. (mfw.gov.sg)
Social Audi Fashion Exchange: Audi Fashion Festival, Blueprint, Star Creation.
Singapore 8th Fashionable City in 2011 (Travel.cnn.com)
Multicultural – A good platform for SEA market testing
Top executives are getting adventurous with their attire. (thepeakmag.com)
42% of labour force working women and are well represented in many
professions. (Onlinewomeninpolitics.org)
Technology R&D Funding & Facilities (Spring.gov.sg)
IntelligentNation 2015 Plan - Nationwide broadband internet access.
(Ida.gov.sg)
Intellectual Property Rights. (Singaporelaw.sg)

12. Rise of:
 Video Upload & Consumption (Yahoo.com)
 Fashion Videos & Films
 Video integration online
 Video Marketing, Promotion & Advertising

13.  Top 3 Reasons for watching
Fashion & Beauty Videos:
◦ 1. Follow Trends
2. Conveniently saw the link
on FB or website & Friend’s
recommendation
– All said this would make them
more inclined to watch.
 Top 2 Video Links on:
◦ Youtube (ALL) &Facebook Link
(5/7)
 Top 2 Reasons why they like to
watch Fashion & Beauty video:
◦ 1. Experience before the eyes
2. Visual demonstration
clearer than text description.

14.  Interest to watch Asian Designer
Runways & Campaigns:
◦ 5/7 said Yes because they support
Asian designers and feel they lack the
publicity they deserve.
◦ 2/7 said No because Asian brands not
as popular as Western.
 Interest to watch user uploaded Asian
videos:
◦ 4/7 Positive: Asia is vibrant fashion
hotbed and better beauty videos by
Asians for Asians.

15.  ~50 Answers
 21-25 years – 75%
 Singaporeans – 94%
 Income/Allowance <$1000 –
81%
 Watches Video Infrequently -
Monthly

16. Yes:
33%
Yes:
59%
No: 8%
Yes:
47%
Yes:
49%
No: 4%
Total
Yes:
92%

17. 15%
15%
13%
34%
34%
14%

18. 44%
26%
11%
11%
8%
39%
21%
16%

19. 30%
31%
23%
16%
14%
13%
13%

20. 23%
20%
14%
43%
30%
24%

21.  Percentage of the marketing
budget:
 5% reviewed yearly
 Professional insights and
advice for StyleAsia.com?
 Perhaps something more
interactive & involvement for
both the designers and
browser.
 Or a direct chat between
designers & their fans. Weibo
has done well for that.

22.  Only 24/7 international TV
network in 193 countries.
 New multi-media Platform with
the most comprehensive and
fastest review of the global
fashion.
Target Audience:
 Male 75% & Females 25% Online:
25-45 years.
TV: 35-64years.
 12 million annual visitors on
website FashionTV.com.
 Covers Fashion in Asia.
www.fashiontv.com/
www.youtube.com/fashiontv

23.  Style.com is a fashion site
covering trend reports, and
extensive galleries of fashion-
show photos.
Target Audience:
Female 71% & Males 29%
Online: 31 years.
Fashion oriented target group.
Media HHI: USD$77,500
 2.7 Million Monthly Unique
Visitors
 205 Million Average Monthly
Page Views
www.style.com/
http://www.condenast.com/brands/style/media-kit/web

24.  LifestyleAsia.com a pioneer in
the online luxury lifestyle
publication industry.
 City-specific sites covering
Bangkok, Hong Kong, Kuala
Lumpur and Singapore.
 Target Audience: 25- to 45-
year-old affluent urban
populations
 358 daily, 130,670 annual
pageviews on website.
 36 videos, N.A. views / video.
 Opening Parties, Store Opening,
Socialite Parties.
www.lifestyleasia.com
www.statmyweb.com/site/lifestyleasia.com

25.  Asia's Premier Luxury and
Lifestyle Magazine,
 An online social network with
offline/real world events.
 Membership is exclusive and by
invitation only.
 1,048 daily, 382,520 annual
pageviews on website, 250
videos.
http://senatus.net/
http://www.statmyweb.com/site/senatus.net

26.  RazorTV is novel free-access
web TV service that combines
the internet and TV platform,
featuring video-on-demand
content.
 Target Audience: Local online TV
audience, aged 18 – 40
 167,000 monthly, 60 million
annual page views on website.
900,000 unique audience.
 ~960 Total videos, 670 views /
video.
 Club/Parties Styling &
Sentiments, Lifestyle Events,
Modeling, Fashion/Jewel Show.
www.razor.tv/
www.sph.com.sg/pdf/Mediapedia/SPHMediapedia_OnlineDisplay_2.pdf

27.  Front Row Access, Real Time
Shopping & Power to Influence.
World’s first live-streaming only
fashion week on Youtube.
 Home-grown Singaporean
designers presented along side
international designers.
 Additionally, viewers online can
purchase the runway pieces seen
in the videos on Zalora.
www.fashiontv.com/
www.youtube.com/user/digitalfashionweek

28. • Popular Korean Fashion Style &
Lifestyle Video Platform with
celebrity coverage
• Target Audience: N.A.
• 10.5Mil monthly, ~128 million
annual page views on
website.65,954 visitors per day.
• Sold Out, Style Log & Get it
Beauty.
http://onstyle.interest.me/
http://www.statmyweb.com/site/onstyle.interest.me

29.  ASIA-FASHION EX is for Asian
girls who are interested in
Japanese fashion. It covers
music, art, cosmetic, boutique
shopping and styling and
popular shops by popular
demand from viewers posted
online.
 DIO navigator will be real life
perspective on youth culture
with Q&A format shows from
Asian countries.
 Styling, Shopping, Q&A.
http://asia-fashion.tv/
http://www.statmyweb.com/site/asia-fashion.tv

30. Brand FashionTV Style.com RazorTV OnStyle (Korea) DFW
Youtube
Statistics
413, 837 Total
Subscribers
53 Channels
45, 585 Videos
339 million
views
7,400
views/video
Fashion Week,
Top Models,
Designers,
Films,Destinati
ons.
26,927
Subscribers
748 Videos
14.6 million
views
19,500
views/video
Fashion Shows,
Parties,
Designers,
2,237 Subscribers
346 Videos
9.2 million views
26,500
views/video
Club/Parties
Styling &
Sentiments,
Lifestyle Events,
Modeling,
Fashion/Jewel
Show.
443
Subscribers
150 Videos
729,705 views
4,900 views
Video
Sold Out, Style
Log & Get it
Beauty.
241 Subscribers
58 Videos
47,535 views
820 views/video
Press conference,
Runway,
Backstage,
Interviews,
Google Hangout
Most
Popular
Video &
View
Count
Victoria's
Secret Fashion
Show 2012
2013
1.5 Million
views
Milan
Highlights:
Spring 2013
Ready-to-Wear
256,000 views
The ideal bikini
body (Bikini
International Pt 1)
2400 Views
[Style] Get it
Beauty Episode
47 Party
Makeup –
51,000 Views
Backstage
moments with
Andrej Pejic and
Sophie Summer
1,062 views

31. PartnerBrand Price /
Prestige
Low / Mass High / Glamour
Traditional Media Economy Cowboy
New Media Bargain Premium

32. RazorTV
Traditional /
Professional
High End
Glamour
Style.com
FashionTV
LifeStyle Asia
Style Asia
OnStyle
(Korea)
DFW
StyleHaul
Mass
Market
New Media /
Social Community
Senatus.net
AsiaFashion Ex
(Japan)

33. Materialistic
entrepreneur
New Age
Family
Family-oriented
traditional
The Dreamer
Entrepreneurial
Strivers
The Aspirer
Modern
Pragmatists
The
Independent
The Dreamers
The Aspirer
Positioning statement:
To modern women and
men who care about
their image and keep
up with trends.
To create a leading
Asian-Pacific online
community that
provides the latest
Asian-Pacific designer
trends & entertainment
news through videos.
Segmentation Targeting Positioning
StyleAsia
Entrepreneurial
Strivers
Survey source: Trend Trackers , Published
Straits Times 26/03/2009

34. Group Demographic
factors
Psychographic factors Behavioural factors
The
Dreamers
•single women
•20s to mid-30s
•Between $1,000
and $3,000
/month
•Dream of better status
than they can afford
•status-conscious
•Like to flaunt
The aspirers •men in their 20s
to late 30s
•professionals or
run their own
businesses
•Non-narcissists, they live
for others rather than
themselves
•Health conscious
•Awareness of healthy
lifestyle
• Keep up with
trends
37.8%

35. Family-
oriented
traditional
9%
Materialistic
entrepreneur
9%
The
Dreamers
9.50%
New Age
family-
oriented
6.10%
The aspirers
28.30%
Entrepreneuria
l strivers
9.10%
The
independents
18.50%
Modern
pragmatists
10.50%
The target segment is
selected based on :
• Size-46.9%
• Growing Segment
• Trendy, fashionable, like
to flaunt, status & brand
conscious
Decreased
compared to
2001
Increased
compared to
2001
Source: ‘8 types of Singaporeans’

36. Target
Consumer
Primary: Trendy Working Adults
Age Mid 20s-40s
Life Cycle Dreamers & Aspirers, Entrepreneurial
Strivers
Occupatio
n
White collared, Professionals,
Creatives
Lifestyle Events-Savvy, Sociable; need to be
Trendy, Fashionable, Stylish &
Contemporary
Economic Mid-high income, High Spending
Power
Psychogra
phic
Status & Brand conscious,
Materialistic, Brands define
personality. Influenced by word of
mouth by peers
Behavioral Like to flaunt Branded items.
Image: Facebook.com

37. Target
Consumer
Secondary: Creative, Fashion-
conscious Students
Age 15-Early 20s
Life Cycle Teenage phase, fashion & trend
conscious, search for identity and to
express it.
Occupatio
n
Students, Undergrads, Part-timers,
Fresh Graduates
Lifestyle Extroverted, Sociable, Events-Savvy,
Tech-savvy.
Economic Willing to spend large % of income on
fashion.
Psychogra
phic
Image conscious. Easily influenced by
word of mouth by peers; blogs,
internet reviews
Behavioral Like to flaunt the latest fashion items
and trends.
Image: Facebook.com

38.  Jo Lau
 24 years old
 Project Manager at Mercury
M&C, Events & PR Industry
 Organizes Blueprint Tradeshow
 Meets with designers, buyers
and creative professionals.
 Conducts Fashion research for
work.
 Shopping, Movies, Art, Design
& Photography
 Whimsical, quirky &
individualistic
 Dresses up for work & events.
 Trendy, Fashionable & Brand
Conscious
Photo from Jo Lau.

39.  Youtube Ad Revenue: $ 3/1,000 view, $3300/ 1,000,000 views
http://www.youtube.com/stylehaul

40. 1 Clickable Banner + wallpaper banner on channel
http://www.fashiontv.vg/presentation/media-kit-rate-card/

41. Video sponsorship – pre-roll slide + logo on right
http://www.fashiontv.vg/presentation/media-kit-rate-card/

42.  People want to view friend’s recommendation & share

43. Helpful to objectives Harmful to objectives
Internal Strength:
First of its kind to promote
Asian talents through a
consolidated video platform
Tap on to existing talents in
ASEAN.
Weakness:
New upstart, lack experience.
Lack the capital to purchase
the necessary HD video
camera / for video
production.
External Opportunity:
Good structure and support
for business in Singapore
Good Governance
Global businesses based in
Singapore for collaboration
Rising designers in Asia:
Singapore. Thailand, Japan,
Korea
Threats:
Idea is easy to duplicate, in
SEA.

44.  Proven demand & interest in platform.
 Combining the best features online.
 Preparing the technical side of the project.
 Moving forward: Mobile App for Fashion Videos Platform.

45.  PEST
 http://www.euromonitor.com/singapore/country-factfile
 Social:
 Women in Singapore: http://en.wikipedia.org/wiki/Women_in_Singapore
 Women rights in Singapore: http://www.onlinewomeninpolitics.org/womensit/sg.pdf
 Men dressing up:
 Daring Dressers: http://www.thepeakmagazine.com/sg/brief/mar2010
 Are men becoming more fashion conscious?
 http://www.ubscure.com/Art/149313/46/Are-Men-Becoming-More-Fashion-Conscious.html
 Market Segmentation:
 http://www.segmentationguides.com/mosaicsingapore2012/html/visualisation.htm
 Fashion Weeks:
 (http://www.seoulfashionweek.org/)
 http://audifashionfestival.com/about/
Star Creation:
 http://www.herworldplus.com/fashion/updates/fashion-updates-fashion-without-frontiers-star-creation-2012
 WFW:
 http://www.herworldplus.com/fashion/updates/women’s-fashion-week-haute-couture-week-2012-singapore
 MFW:
 http://www.fidefashionweeks.com/mfws-about-page/

46.  ASEAN History:
 http://www.asean.org/
 http://geography.about.com/od/politicalgeography/a/asean.htm
 Spring:
 http://www.spring.gov.sg/Pages/homepage.aspx
 Economic Growth Forecast:
 http://www.businessweek.com/news/2012-08-09/singapore-economy-contracts-as-pressure-gains-for-policy-easing
 Eurozone Negative Growth:
 http://www.forextv.com/forex-news-story/ecb-q4-spf-euro-zone-2012-gdp-growth-0-5-pct-0-3-in-q3-2013-gdp-
growth-0-3-pct-0-6-in-q3
 ASEAN strong ties and commemoration:
 http://www.channelnewsasia.com/stories/southeastasia/view/1238123/1/.html
 http://www.mfa.gov.sg/content/mfa/index.html
 http://en.wikipedia.org/wiki/Foreign_relations_of_Singapore
 Social:
 Singapore 8th most fashionable city:
 http://travel.cnn.com/singapore/shop/fashion-world-shocker-singapore-now-8th-most-fashionable-city-488750
Technology:
 R&D:
 http://www.spring.gov.sg/entrepreneurship/fs/fs/tecs/pages/technology-enterprise-commercialisation-scheme.aspx
 http://www.ida.gov.sg/insg/post/iN2015-Part-1-On-course-for-Intelligent-Nation-2015.aspx
 Intellectual Property Right:
 http://www.singaporelaw.sg/content/iplaw2.html