Biaten is a concept store in Singapore that aims to provide whimsical, exclusive designer fashion and quality services to women aged 20 to 50. It will feature a cupcake cafe and interior designed to be novel, fun and magical. Biaten will source local and international designers with unique styles not found elsewhere to target fashion-forward customers. It seeks to encourage self-expression through daring outfits and hopes to establish itself as a global brand with stores worldwide starting in Asia.

1. Biate Concep Sto
Presented by Bini, Kat & Jia En
Group Studio Project with Adrian Huang Gilles Bernadou

2. Proble
Do’ o age ha Singapoean…
1. a o busy wit wor  enjoy eona im an lif.
2. do’ da  ry   diffeen.
3. do’ appeciat wha hey ha, alente homegrow designe

3. Biaten is a concept store that provides quality services as well as whimsical, exclusive,
modern creative local designer fashion to women from their 20s to 50s.

4. Conten Concept/USP
USP
Logo
Objectives
Market Analysis
PEST
Porter’s 5 Forces
Target customers
Market Segmentation
Competitors Analysis
Market Positioning
SWOT
Marketing Plan: 4Ps
Monthly Budget
References

5. Alic  h Wonde-city
A concept inspired by Tim Burton’s Alice in Wonderland
film.
We encourage our customers to be like the Alice in
overcoming obstacles, to be the person she’s meant to be.
Moschino’s inspiration Federico Fellini Clown

6. Concep
Whimsical Modern.
Alice in the Wonder-city.
Fashion boutique with consulting
services
Cupcake store - an exclusive high
tea space
Moodswings Moscow boutique
Mad-hatter party inspired cupcake designs

7. Bran  Diffeentiatio
Product
Unique design not found elsewhere
Interior
Unique whimsical interior that is novel
and fresh in Singapore.
Experience
Enjoyable, happy ,fun. Combination
of fashion, cupcake café,
interesting interior only found at
Biaten,
Our sustainable competitive
advantage: Constant sourcing
of outstanding designers from
both local abroad design
institutes. Constant customer
feedback

8. Missio, Visio
Mission statement:
A modern whimsical brand that is
passionate about educating and delivering
daring and creative fashionable looks.
Vision statement:
To be a global brand, with stores
established in all major continents, starting
with asia.
Objectie
Increase awareness of local designers
Encourage local consumers to be more
daring and creative in their dressing.
To constantly keep consumers curious
and anticipate in-store developments and
products.

9. POLITICAL
• Government (STB) supports local designers in
the form of Audi Fashion Festival’s Star
Creation.
• Promotes awareness for local designers.
ECONOMICAL
• Increase in the disposable income (BMI
Singapore Retail Report 2011) opportunity for
Biaten to enhance profit margins.
SOCIAL
• Lifestyle changes; increasing fashion awareness
and dare to try new styles.
• According to GLM, Singapore is top 8th most
fashionable city in the world in 2011.
• Increase in affluent consumers; tourist locals.
TECHNOLOGICAL
• Mobile technology
• Increase IT literacy of both managers and
consumers to achieve a more intelligent
application of IT – humanizing relationship
between customer and brand.
 Analysi

10. 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 who
care about their image
and keep up with trends
BIATEN is a multi-label
concept store that
provides stylish branded
local designer clothes at
medium-high range price
Segmentation! Targeting! Positioning!
BIATEN!
Entrepreneurial !
Strivers!
Survey
source:
Trend
Trackers
,
Published
Straits
Times
26/03/2009
Biate Marke Analysi

11. The target segment is selected
based on :!
• Size: 46.9%
• Growth characteristics
• Structural attractiveness: High
disposable income on fashion,
new trends and socializing.
• Compatibility with company
objectives and resources:
Persuasive and trend-setters.
Decreased
compared
to
2001
Increased
compared
to
2001
Source:
‘8
types
of
Singaporeans’
Evaluating egments

12. Targe Custome emographic Psychographic
Primary consumers:
Tourist Expatriates
Early 20s – 50s
Stylish Quirky Daring
Contemporary
Secondary consumers:
Working professionals
Late 20s-40s
Creative, energetic, colourful
Images from Lamodeoutre.com

13. Targe Custome Profile
Zhang Yu Lan
30 years old
Chinese creative graphic designer
Creative graphic design industry
Shopping, movies, beauty
Whimsical, quirky, individualistic, colourful
Dresses up for work, concerts events.
Desires to be outstanding
Lamoodeoutre.com

14.  dept Marke Researc
() Genera Researc Focu Grou Result
Growing trend of experimental dressing in
Singapore.
Harajuku trend styles featured in Tangs
Singapore
Star Creation designs
Maison Ikkuko – Menswear + Café Store
Emily from China, Nathalie from Hong
Kong, Ying Ling from Singapore. Emily like
to dress to be different, Nathalie
sometimes and Ying Ling dress to blend
in.
All agree that Singaporeans are afraid to be
dress to stand out.
Will tend to support local designers if they
are cheaper and have good designs
Will not support local designers as they are
not famous and if they have bad quality.

15. Surey Result

16. Describe your sense of style:
Outstanding
11.9%
Surey Result
How often do you
visit City Hall?
Simple
40.5%
Casual
40.5%
Trendy
19.8.5%
Individualistic
28.6%
Daily
2.4%
Monthly
52.4%
Others
35.7%
Weekly
9.56%
How much are you willing to pay for a local designer
dress shirt? (limited pieces and good quality)
$400
7.1%
$100
45.2%
$200
35.1%
$300
9.5%
$100
90.5%
$200
7.1%
$300
2.4%
Dress
Shirt

17. Fron Ro
Competitor Analysis
o Trendy unique designs.
o Age range 18 - 50
o Male female
o Price range:
o $100 - $1000 (APC trench coat)
o Tourist Regulars
o Limited pieces
Images from Front Row

18.  Curiou eee
Competitor Analysis
o Concept: Spark curiosity.
o Café corner.
o Age range 18 - 30
o Male female
o Price range:
o $4 - 700 (designer lamp)
o Regulars Tourists
Images from A Curious Teepee

19. Competitor Analysis
o Colourful and fitting designs.
o Age range 20 - 35
o Female
o Price range: $120 - 4995 (Croc. Bomber
Jacket)
o Regulars Tourists
o Limited pieces
Mar acob
Images from Marc Jacobs

20. Competitor Analysis
o Witty designs
o Age range 20 - 50
o Female
o Price range: $170 - 3400 (one piece black
dress)
o Regulars, Tourists Teenager
o Limited pieces
Moschin
Images from Moschino

21. Marke Positioning (Broa)
Price Low High
Quality: Low Economy Cowboy
High Bargain Premium

22. Cometito
Brand! Biaten! Marc BMJ! Moschino! Marc Jacobs!
Price ＄ 50‐150 ＄ 150 ＄ 200 ＄ 450

23. Price
Quality
Moschino
Marc by Marc Jacobs
Biaten
Marke Positioning
A Curious Teepee
Front Row

24. Produc Core:
Exclusive fun, creative
and whimsical
designs
Actual:
Quality
Colour
Style
Brand
Augmented:
Customer care
Warranties
Delivery
Service
A
Core
Actual
Augmented

25. Confirme esigne | Winarn Wiriady
Unique refreshing design
Slight twist to office uniform.

26. Confirme esigne | Leon Limusi Djony
Unique design that integrates craft work.
Modern-wear with a country twist.

27. Confirme esigne | Li Xie
Interesting and daring cuts. Unique shapes.
Outstanding designs while still fits the female body.
Inspired by the results of nuclear explosion.

28. Produc Mi | Romanti Fu
Customer can mix designer brands for a romantic and fun
look.

29. Produc Mi | Stylis
Customers can also go for a stylish and outstanding look.
Suitable for events and parties.

30. Produc Mi | Quirky
Fun and joyful designs. Mixed of different shapes. Sure to
make you stand out for parties with our unique Biaten
look.

31. 25% Basics: Tops Dresses
20% Outwear
15% Overall (Jumpsuit Dresses)
10% Bottoms
15% Tops
15% Accessories (Bags, Shoes, Keychains)
Productio rati

32. Cupcak Caf
Supplied daily in the morning,
baking is done out of store.
Name the cupcakes and teas
based on character names such
as ‘Alice’ and ‘Red Hearts Queen’.

33. Pric Poin
Outerwear | $200 - 400
Dress/Overalls | $150 - 250
Bottoms | $88 - 150
Basics | $50 - 150
Shoes | $200 - 300
Bags | $150 - 400
Accessories | $100 - 200
Keychains | $60 - 100
Cakes | $6/slice $60/cake
Cupcakes | $4 - 10
Coffee/Tea | $4/cup $10/pot

34. Pricing Strategie
Pricing objectives:
maintain our premium brand
image
cover our costs – product costs
and overheads
profits for expansion
Allowances:
According to market situation
Discounts:
Twice a year sales to clear
seasonal goods
10% discounts for loyal
customers on their birthdays
Pricing method:
Competitor Indexing
Pricing strategy:
Skimming
Price:
In-elastic
Customer sensitivity:
Low - moderate

35. Plac Analysi
The Raffles Hotel Shops and Arcade
- $32,800 for 2485 sqft
Address : 1 Beach Road 189673
Atrium for roadshows
Established brands such as Louis
Vuitton, The Hour Glass, Leica Jim
Thompson

36. Distributio Strategy
Geographical coverage: Low but
strategically located. Ideal for
tourists to be exposed to local
designer talents.
Physical distribution and logistics:
Positive. Convenient transportation
of goods.
Electronic distribution: Consider
internet retailing for future when we
are more confident and after
establishing our brand.

37. Floo Pla
Window Display
Fashion
Entrance + Exit
Cupcake Cafe
Fitting Room
Counter
WindowDisplay

38. Plac | nterio | Entranc
With 3 doors from café to fashion part.
1st customer of the day gets to choose the door and leave it open.

39. Plac| nterio | Caf
Whimsical, colourful, magical

40. Plac| nterio | Produc

41. Plac | nterio | Fitting Roo

42. Promotio | Windo Display
Surreal, whimsical, fantasy

43. MACAlannah Hill FW 2010
Promotio | Adertising
Confident, whimsical, attractive

44. Packaging

45. Stationerie

46. Promotio Strategie
In-house publicity and public relations.
Electronic promotion online using
Facebook Twitter.
Brand Ambassadors: Local bloggers
Sophie Willcoq, Xiaxue Qiu qiu.
Exclusive collection with our in-store
designers.

47. Exerienc Biate wit h 5 sense!
Smell Taste
Café - Tea and Cupcake – sweet, aromatic and calming
Hear the sounds music
“Somewhere beyond the cloud”
By Spiky Whimsical Fantasy
Emotion
Wonder, discover, feel joy and happiness!

48. Budge Pla
Products | $60,000
Cupcake Cafe| $1,150
Utilities | $350
Expenses | $8,120
Break-even Point | 4 months
Avg. Expense per month |
~$45,000
Target Revenue | $10,000 -
$20,000 per month
Budget Plan for Biaten Multi-Label Store
Description sub Amount
Product Purchases $60,000.00
Designer Clothes $50,000.00
Accessories $10,000.00
Cupcake Café $1,150.00
10 types of Cupcakes $500.00
Tea Roasted Coffee (20 bags) $300.00
Tea cup/Coffee mugs $350.00
Utilities $350.00
Electricity $200.00
Telephone $150.00
Internet $80.00
Expenses $8,120.00
Fixtures (Hangers/Racks etc) $600.00
Insurance - first year $1,700.00
Bank Service Charge $-
Cleaning supplies $70.00
Lighting $800.00
Printing/Window Display $2,000.00
Admin/general $800.00
Office Supplies $150.00
Glossy concrete floor $1,000.00
Mannequins $600.00
Shelves $400.00
Wages $4,500.00
Store Manager $2,500.00
Part-Time Sales Person $1,500.00
Part-Time Cleaner $500.00
TOTAL $74,120.00

49. Strength
• Accessibility
• Exclusiveness
• Increase of bold consumers
• Multiple price points – for different
choices of style
Weakness
• Limited financial resources
• Limited pieces
• Single outlet
Opportunities
• Targeting both young and mature
consumers
• Association with celebrities
• Good stage for new fashion designers to
present their works
Threats
• Competition with other brands that offer
exclusive styles (Front Row, etc)
 Analysi

50. Conclusio Summary
Biaten is birthed out of a desire to support local
fashion designers and to increase fashion
awareness and boldness in Singapore.
Biaten seeks to meet the needs of creative individuals and to
encourage more to be experimental in their
dressing.
The future is bright for Biaten as there is an
increasing trend of fashion awareness and
experimentation due to exposure to creative cultures from Japan
and America.
After establishing locally, Biaten can also look towards bringing
Singapore design to China Japan.

51. Refeence
Conten Refeence mag Refeence
Singapore Apparel Retail Report 2010, Data
Monitor:
http://ntutrump.wikispaces.com/file/view/
Singapore+apparel+retail.pdf
Data Monitor Methodology:
http://about.datamonitor.com/methodology.htm
Global Language Monitor reports top fashion
capitals 2011:
http://www.languagemonitor.com/fashion/london-
overtakes-new-york-as-top-global-fashion-capital/
Government supports Audi Fashion Festival 2010:
http://www.spring.gov.sg/NewsEvents/ITN/Pages/
A-flashier-Audi-Fashion-Festival-this-
year-20100317.aspx
Fashion Industry Analysis 2009, Grail Research:
http://grailresearch.com/pdf/ContenPodsPdf/
Global_Fashion_Industry_Growth_in_Emerging_Ma
rkets.pdf
Tourists:
http://images.travelpod.co.uk/users/darrylandnicola/
1.1266840490.singapore-raffles-hotel-singapore-sling_1.jpg
Target customers: http://lamodeoutre.blogspot.com/
Marc Jacobs Boutique:
http://www.hintmag.com/shoptart/shoptart_may09.php
Tsumori Chisato Boutique:
http://shopping.insing.com/feature/tsumori-chisato-is-here/
id-211c2e00
Super Eyewear:
http://www.geeksunglasses.com/other/super-topski-superior-is-
the-new-retro
Madhatter’s Cupcakes:
http://www.thecupcakeblog.com/mad-hatters-tea-party-
cupcakes/
Bloggers photo: http://www.sophiewillocq.blogspot.com/
Raffles City: http://www.dancesport.org.sg/2005OEP/oep.htm
Mrt:
http://www.dreamstime.com/stock-photography-singapore-mrt-
image8046702
Yellow black sofa:
http://topdesigninterior.com/tag/unique-furniture/
Colourful shelves:
http://mandaluyong.olx.com.ph/unique-furniture-alice-in-
wonderland-style-iid-215811541