Body Glove Proposal - USA
Target Customer Group in Singapore
- Adults
- Youths
- Families
- Beach Lovers
- Sportsmen
Sales Peak Period in Singapore
- Chinese New Year
(January to February) - Great Singapore Sale
(June to July) - Winter Holidays
(November to December)
Competitors Analysis (Surf Brands)
- Quicksilver and Roxy
- Established in Singapore for at least 10 years
- 7 islandwide stores with 4 in Town (Orchard Central, Marina Square, Vivocity Bugis+)
- Presence in the East (Tampines Mall)and the West (JEM)
- Online shop presence
- Premium pricing
- T shirts and Polos at SGD50-60
- Boardshorts at SGD60-90
- Hoodies at SGD80-100
- Shorts and Pants at SGD80-110
- Swim / Beachwear at SGD50-60
- Ripcurl
- 6 islandwide stores with 5 in Town (Marina Square, Paragon, Vivocity Bugis Junction and Somerset) and presence in the North East Heartlands (NEX)
- Good Locations with high traffic flow
- Brand dilution with Quicksilver and Roxy
- Wide Product Offerings (Wallet, Pencil Box, Bags)
- Partnership with online retailer, Zalora
- Reasonable Pricing
- Swim / Beachwear at SGD40-60
- T shirts and Shirts at SGD40-60
- Boardshorts at SGD60-70
- Billabong
- 6 islandwide stores
- Partnerships with Departmental Stores like Isetan, OG
- Partnership with online retailer, Lazada
Competitors Presence (Sports)
- Under Armour
- Newly established sports brand in Singapore
- 3 shops islandwide (Raffles Place, Orchard Gateway and Tampines)
- Good reception with high marketing efforts
- Niche in Sportswear
- Premium Pricing
- Women Leggings at SGD60-90
- Women Shorts at SGD30-50
- Women Sports Bra at SGD59-79
- Hoodies at SGD70-90
Strategy for the Singapore Market
- Overall Strategy
- Focus in both Casual, Surf wear and Athletic Breathe wear catered to the Singapore Market
- Positioned as an affordable surf wear for the general masses
- Promotes the “California Lifestyle” in the Singapore Environments
- Pop-up Store at the start with a first full store in Town within a year dependent on positive response from Pop-up
- Pricing Strategy
- Pricing (Mixture of Premium and Reasonable Pricing)
- Product Strategy
- Build on core products such as:
- Casual wear (T shirts, Tops, Shorts and Polos) with special focus on ladies wear
- Surf wear (Bikinis, Board shorts)
- Ladies Athletic Breathe Wear (Sports Bra, Leggings, Tanks)
- Create a market for other products such as:
- Water Accessories (Optrix, Inflatables, Water Guns)
- Swimming, Driving Equipment (Fins, Gloves and Wetsuit) *upon order*
- Build on core products such as:
- Marketing Strategy
- Key Partnerships with Resorts, Gyms and Online Retail Stores
- Marketing efforts to build brand awareness
- Sponsorship for Youth Events
Strategy Implementation Phases
- Phase 1 : Pop up store to test market response
- Location and Period
- Marketing and Advertising
- Stocks, Decor and Equipment Planning
- Human Resource (Part Time Staff)
- Phase 2 : Set up of Physical Shop
- Incorporate Singapore Body Glove
- Location
- Set-up of e-commerce website
- Strategic Partnerships
- Marketing and Advertising
- Stocks, Decor and Equipment Planning
- Human Resource (Full Time and Part Time Staff)
Phase 1 Locations Status Update
- Positive Response
- Orchard Gateway – Request for Dimensions
- Bugis – Pending Email Response
- Plaza Singapura – Pending Email Response
- ION Orchard – Pending Email Response
- Punggol developments – Watepark
- Negative Response
- Vivocity – Reject, Conflict of interest
- Somerset313 – Reject, Conflict of interest
- Orchard Central – Pending detailed product offerings for final decision
Phase 1 Budget Forecast
- Location for 2 weeks – $8,000
- Marketing and Advertising
- Advertising Space – $3,000
- Brand Ambassadors – $3,000
- Launch – $1,000
- Human Resource – $2500
- Fixed Assets
- POS System – $3,000
- Website – $10,000
Total – $30,500
