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*
  • 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