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Fashion business start up

Kamila Boudova
Kamila Boudova

First things to think about when launching a (fashion) company. Mainly about purpose and marketing key vault - positioning and key vault

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START-UP STRATEGIC MARKETING FOR FASHION Kamila Boudov叩 MBA
Background Kamila Boudov叩, MBA MBA at International Fashioin Academy Paris Shanghai TUL 2007-2010 CFM Galeries Lafayette Lord manufacturer Image Boutiques ColorWeb Prague Paris London London Chemnitz kamila_boudova@live.com Find me on LinkedIn 息 Kamila Boudov叩 , MBA 2
息
Program / Agenda 1. 2. 3. 4. 5. 6. 7. 8. 9. el Znalosti Dovednosti a t箪m Finance Pr哲zkum, Benchmark, Pozice SWOT Klient Identita a DNA 4P辿 1. 2. 3. 4. 5. 6. 7. 8. 9. Purpose Knowledge Skills and team Finance Research, Benchmark, Position SWOT Client Identity and DNA 4Ps 息 Kamila Boudov叩 , MBA 4
0. Before you start up Jazyk Pracovn鱈 zku邸enost P鱈bh V鱈ra, v哲le Budete dob鱈 v tom, co milujete Language Working experience Story Faith, trust You will be good at what you love 息 Kamila Boudov叩 , MBA 5
My note from Strategic Marketing lesson, MBA Fashion Business at IFA Paris: What is marketing? Process by which companies create value for customers and build strong customer relationships to capture value from customers in return. 息 Kamila Boudov叩 , MBA 6
if you position your product yourself as awerage, it is all its you are ever going to be 息 Kamila Boudov叩 , MBA 7
Intermezzo where are you? Key Vault 4Ps Positioning Client Product Price Place Promotion 息 Kamila Boudov叩 , MBA 8
1. el / Purpose Create difference that matters Pro existuje va邸e spolenost? Kter辿 v箪jimen辿 hodnoty pin叩邸鱈? Co ji odli邸uje? Pro a komu na n鱈 z叩le転鱈? Why does the company exist? What are the unique values it brings? What sets it apart? Why and to whom it matters? 息 Kamila Boudov叩 , MBA 9
1. el / Purpose Strategick辿 kolo Strategic Wheel Management Logistics HR Sell unique concept product, educating consumers Komunikace Struktura organizace PR Finance
2. Dovednosti a T箪m / Skills and Team Zkontrolujte, co poebujete pro veden鱈 sv辿 firmy Zjistte, co dok叩転ete pokr箪t sami Najdte t箪m, kter箪 pokryje zbytek Check what you need Check what you can cover Get help for the rest 息 Kamila Boudov叩 , MBA 11
3. Finance / Finance Konzultujte s odborn鱈ky Vypracujte business pl叩n s projekc鱈 n叩vratnosti investic Prezentace investor哲m P叩tel辿 a rodina Consult with professionals Business plan with projections for ROI Presentations in front of investors F+F 息 Kamila Boudov叩 , MBA 12
Intermezzo Key Vault 4Ps Positioning Client Product Price Place Promotion 息 Kamila Boudov叩 , MBA 13
4. Pr哲zkum / Research, Benchmark Glob叩ln鱈 perspektiva Lok叩ln鱈 perspektiva V叩邸 sektor Global perspective Local perspective Sector perspective Benchmark Benchmark 息 Kamila Boudov叩 , MBA 14
4. Position Ujasnte si svou pozici v哲i konkurenci Pokud ve va邸鱈 odpovdi nkdy zazn鱈 to u転 tu je mus鱈te posunout sv辿 pl叩ny tak, abyste se nepekr箪vali s konkurenc鱈 Define your position in relation to your competitors If you are overlapping, change your competitive advantage / strategy / product / price positioning / 息 Kamila Boudov叩 , MBA 15
5. SWOT Intern鱈 a extern鱈 aspekty Siln辿 a slab辿 str叩nky spolenosti P鱈le転itosti a hrozby na trhu Ujasnte si, na kter辿 oblasti se ve SWOT anal箪ze chcete zamit ( viz. strategick辿 kolo) Internal and external aspects Strenghts and weaknesses of the company Opportunities and threats of the market Define the areas you want to discuss in your SWOT (get inspired in your strategic wheel) 息 Kamila Boudov叩 , MBA 16
5. SWOT Strengths Weaknesses Opportunities Threats 息 Kamila Boudov叩 , MBA 17
6. Klient / Client 貼ena Psychografie Co vid鱈, co poslouch叩 Kde je klient, tam mus鱈te b箪t vy The woman Psychography What she sees, hears You have to be where the client is 息 Kamila Boudov叩 , MBA 18
7. Identita a DNA / Identity and DNA Kl鱈ov叩 slova Brandcodes Obchodn鱈 znaka Konkurenn鱈 v箪hoda Keywords Brandcodes TM Competitive advantage 息 Kamila Boudov叩 , MBA 19
Intermezzo Key Vault 4Ps Positioning Client 1. Product 2. Price 3. Place 4. Promotion 息 Kamila Boudov叩 , MBA 20
Rady na z叩vr / The good advice Mjte p鱈bh Komunikujte dlejte moodboardy, vizualizujte sv辿 vize a sd鱈lejte je se sv箪m t箪mem Urete si c鱈le a jak jich krok po kroku dos叩hnete Urete si KPI key performance indicators V転dycky se pod鱈vejte, jestli va邸e strategie funguje jako celej Have a story Communicate prepare moodboards, visualize your visions and share them with your team Set goals and the way to achieve them step by step Set KPI key performace indicators Always recheck that your strategy makes sense all together 息 Kamila Boudov叩 , MBA 21
Rekaputilace / Recap 1. 2. 3. 4. 5. 6. 7. 8. 9. Marketing Definice marketingu Z叩klad marketingov辿ho mixu el Pr哲zkum, Benchmark, Pozice SWOT Klient Identita a DNA 4P辿 1. 2. 3. 4. 5. 6. 7. 8. 9. Marketing Definition of marketing Base of marketing mix Purpose Research, Benchmark, Position SWOT Client Identity and DNA 4Ps 息 Kamila Boudov叩 , MBA 22
Dkuji / Thank you & Good luck 息 Kamila Boudov叩 , MBA 23

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Fashion business start up

  • 1. START-UP STRATEGIC MARKETING FOR FASHION Kamila Boudov叩 MBA
  • 2. Background Kamila Boudov叩, MBA MBA at International Fashioin Academy Paris Shanghai TUL 2007-2010 CFM Galeries Lafayette Lord manufacturer Image Boutiques ColorWeb Prague Paris London London Chemnitz kamila_boudova@live.com Find me on LinkedIn 息 Kamila Boudov叩 , MBA 2
  • 3. 息
  • 4. Program / Agenda 1. 2. 3. 4. 5. 6. 7. 8. 9. el Znalosti Dovednosti a t箪m Finance Pr哲zkum, Benchmark, Pozice SWOT Klient Identita a DNA 4P辿 1. 2. 3. 4. 5. 6. 7. 8. 9. Purpose Knowledge Skills and team Finance Research, Benchmark, Position SWOT Client Identity and DNA 4Ps 息 Kamila Boudov叩 , MBA 4
  • 5. 0. Before you start up Jazyk Pracovn鱈 zku邸enost P鱈bh V鱈ra, v哲le Budete dob鱈 v tom, co milujete Language Working experience Story Faith, trust You will be good at what you love 息 Kamila Boudov叩 , MBA 5
  • 6. My note from Strategic Marketing lesson, MBA Fashion Business at IFA Paris: What is marketing? Process by which companies create value for customers and build strong customer relationships to capture value from customers in return. 息 Kamila Boudov叩 , MBA 6
  • 7. if you position your product yourself as awerage, it is all its you are ever going to be 息 Kamila Boudov叩 , MBA 7
  • 8. Intermezzo where are you? Key Vault 4Ps Positioning Client Product Price Place Promotion 息 Kamila Boudov叩 , MBA 8
  • 9. 1. el / Purpose Create difference that matters Pro existuje va邸e spolenost? Kter辿 v箪jimen辿 hodnoty pin叩邸鱈? Co ji odli邸uje? Pro a komu na n鱈 z叩le転鱈? Why does the company exist? What are the unique values it brings? What sets it apart? Why and to whom it matters? 息 Kamila Boudov叩 , MBA 9
  • 10. 1. el / Purpose Strategick辿 kolo Strategic Wheel Management Logistics HR Sell unique concept product, educating consumers Komunikace Struktura organizace PR Finance
  • 11. 2. Dovednosti a T箪m / Skills and Team Zkontrolujte, co poebujete pro veden鱈 sv辿 firmy Zjistte, co dok叩転ete pokr箪t sami Najdte t箪m, kter箪 pokryje zbytek Check what you need Check what you can cover Get help for the rest 息 Kamila Boudov叩 , MBA 11
  • 12. 3. Finance / Finance Konzultujte s odborn鱈ky Vypracujte business pl叩n s projekc鱈 n叩vratnosti investic Prezentace investor哲m P叩tel辿 a rodina Consult with professionals Business plan with projections for ROI Presentations in front of investors F+F 息 Kamila Boudov叩 , MBA 12
  • 13. Intermezzo Key Vault 4Ps Positioning Client Product Price Place Promotion 息 Kamila Boudov叩 , MBA 13
  • 14. 4. Pr哲zkum / Research, Benchmark Glob叩ln鱈 perspektiva Lok叩ln鱈 perspektiva V叩邸 sektor Global perspective Local perspective Sector perspective Benchmark Benchmark 息 Kamila Boudov叩 , MBA 14
  • 15. 4. Position Ujasnte si svou pozici v哲i konkurenci Pokud ve va邸鱈 odpovdi nkdy zazn鱈 to u転 tu je mus鱈te posunout sv辿 pl叩ny tak, abyste se nepekr箪vali s konkurenc鱈 Define your position in relation to your competitors If you are overlapping, change your competitive advantage / strategy / product / price positioning / 息 Kamila Boudov叩 , MBA 15
  • 16. 5. SWOT Intern鱈 a extern鱈 aspekty Siln辿 a slab辿 str叩nky spolenosti P鱈le転itosti a hrozby na trhu Ujasnte si, na kter辿 oblasti se ve SWOT anal箪ze chcete zamit ( viz. strategick辿 kolo) Internal and external aspects Strenghts and weaknesses of the company Opportunities and threats of the market Define the areas you want to discuss in your SWOT (get inspired in your strategic wheel) 息 Kamila Boudov叩 , MBA 16
  • 18. 6. Klient / Client 貼ena Psychografie Co vid鱈, co poslouch叩 Kde je klient, tam mus鱈te b箪t vy The woman Psychography What she sees, hears You have to be where the client is 息 Kamila Boudov叩 , MBA 18
  • 19. 7. Identita a DNA / Identity and DNA Kl鱈ov叩 slova Brandcodes Obchodn鱈 znaka Konkurenn鱈 v箪hoda Keywords Brandcodes TM Competitive advantage 息 Kamila Boudov叩 , MBA 19
  • 20. Intermezzo Key Vault 4Ps Positioning Client 1. Product 2. Price 3. Place 4. Promotion 息 Kamila Boudov叩 , MBA 20
  • 21. Rady na z叩vr / The good advice Mjte p鱈bh Komunikujte dlejte moodboardy, vizualizujte sv辿 vize a sd鱈lejte je se sv箪m t箪mem Urete si c鱈le a jak jich krok po kroku dos叩hnete Urete si KPI key performance indicators V転dycky se pod鱈vejte, jestli va邸e strategie funguje jako celej Have a story Communicate prepare moodboards, visualize your visions and share them with your team Set goals and the way to achieve them step by step Set KPI key performace indicators Always recheck that your strategy makes sense all together 息 Kamila Boudov叩 , MBA 21
  • 22. Rekaputilace / Recap 1. 2. 3. 4. 5. 6. 7. 8. 9. Marketing Definice marketingu Z叩klad marketingov辿ho mixu el Pr哲zkum, Benchmark, Pozice SWOT Klient Identita a DNA 4P辿 1. 2. 3. 4. 5. 6. 7. 8. 9. Marketing Definition of marketing Base of marketing mix Purpose Research, Benchmark, Position SWOT Client Identity and DNA 4Ps 息 Kamila Boudov叩 , MBA 22
  • 23. Dkuji / Thank you & Good luck 息 Kamila Boudov叩 , MBA 23