Project Brand Study ( Overview)

Project Brand Study

หลักการ และเหตุผล

วัตถุประสงค์ เป้าหมาย

1. Let Win have a chance to learn more about every major brand in the US

- Learn = Experience ; sight, touch, smell, 5 senses

2. Share this report to people in Thailand

- Educate Sales; Relative, CEO

3. Put my thought on Kongkiat with those brands

1. Overall picture for Fashion and apparel business in the US.

Growth, Garnet

Consumption

Import/ Export (countries, type of product)

Yarn, Apparel

Trend

- Who set the trend

- Media what website or Magazine

2. รายชื่อ Brand ที่สำคัญ 20 เจ้า

คุณลักษณะ ต้องมานั่งคิดก่อนว่าอยากจะรู้อะไร

History ( wiki )

Maketing, è customer, positioning, Differentiation, Promotion, price

Customer – Women, Men, Kid

Web è e-commerce, website

Finance è How large, who owns it, public private

Operation – Sourcing, production, distribution channel, stores

Fashion è Style ,Decoration, Uniqueness,

- Taking a photo for real store

- Experience it and tell what do you think

How can Kongkiat gain benefit from that particular brand?

What product can we use, maybe just an idea

3. What happen to Ex-Textile producer in the country

- What are their strategy?

- How to survive in the business?

- Link back to Kongkiat in the next 10 years

Source

- Online Google

- Textile ( asking P’Pong ?)

- NCSU library

- Real store ( after I have a car )

Project Brand Study Step ( 3 weeks )

1. Big picture ( overall)

1.93. Create a matrix for collecting data

- Finalize all the aspect and criteria

2. Gathering all 20 brands or more

ß------ Loop 20 times --------------à

3. Online or hardcopy research è Try to get all the basic information like customer website

- Put it in the table form

4. Visit all the store

- Take photos on

- Store è decoration ,style, feeling, Location, Display

- Products

- Write about it ( Style, Feeling, Kongkiat fit in)

- Buy some if you want

ß--------- End Loop ---------------à

5. After visit all

- Finalize your thought on Kongkiat future

- Suggestion for Kongkiat

6. What happen to Ex-Textile producer in this country

- Read, News, research on articles

7. Finalize

8. Create presentation ( 5 brands ..??)

9. Present online back to Thailand ( test work @ home concept)

- Demonstrate the power of internet to others

Matrix

General

Company info

Headquarter

Number of Employee

Sales

Marketing

Product

Price

Place

Promotion

Positioning

Differentiation Point

Customer

Web Site

URL

Captured Screen

Operation

Sourcing

Production

Distribution Channel

Store

Fashion Aspect

Product Style

Decoration

Uniqueness

Store Photo

Product Photo

Win’s Review of this store and product ( Essay)

How can Kongkiat gain benefit from this brand

Trend of the product

What should we present them?

How can we approach them?

Brand list

American Eagle

Abercrombie & Fitch

Hollister

Aeropostale

GAP INC

Old Navy

Banana Republic

GAP

Urban Outfitter

American Apparel

Walmart

Target

Quick Silver

Nike

Adidas

Ralph Lauren

JC Penny

Aerosoles

Ann Taylor

Jcrew

Macy

North Strom

Victoria Secret

Lacoste

Guess

Levi

Hudson Belk

Ann Taylor

Timberland

Hanes

V.F Corp; ( Vanity Fair)

Largest Jeans apparel manufacturer and brand in the world

Wrangler, Lee Jeans, Nautica, The North Face, JanSport ( Outdoor brand)

Liz Claiborne ( Sale in Macy ) – 4^th place

- Mainly women

- High class product ( 100 USD up for a dress)

- I don’t know why this brand is so huge?

Hanesbrands

- Hanes is the biggest – sell in super store like Walmart, Target, Sear, Kmart

- Normal style, no design , Plain polo, T-shirt

- Low to medium price ( 12 USD per Polo )

- Champion – 2^nd ; Sportwear

- Same plain style like Hanes®

Idea note

1. Price range เป็นเรื่องสำคัญ – Polo and T-shirt

2. Beach wear – luminous – Brand อะไรบ้าง หรือ?

Resource ( Go to Library to borrow them )

Title: The directory of brand name apparel manufacturers : brand name and private label manufacturers and importers, over 2,200 labels listed / the Fashiondex. Published: New York, NY : Fashiondex, c2006. Other Authors/Titles: Fashiondex, Inc.
Notes: Title from cover.

Call Number	Location	Material	Status
TT495 .D57 2006 (Browse the shelf)	Textiles Library - Reference Material	Non-circulating book	Available (Library use only)

Title: Producing fashion : commerce, culture, and consumers / edited by Regina Lee Blaszczyk. Published: Philadelphia : University of Pennsylvania Press, c2008. Series: Hagley perspectives on business and culture
Other Authors/Titles: Blaszczyk, Regina Lee.
Material: vii, 363 p. : ill. ; 24 cm. Table of Contents: Display Full Table of Contents Notes: Includes bibliographical references (p. [293]-348) and index.
ISBN: 9780812240375
0812240375

Author: Gehlhar, Mary. Title: The fashion designer survival guide : an insider's look at starting and running your own fashion business / Mary Gehlhar ; [foreword by Zac Posen]. Published: Chicago : Dearborn Trade Pub., c2005. Material: xv, 205 p. : ill. ; 28 cm. Table of Contents: Display Full Table of Contents Notes: Includes bibliographical references (p. 189-194) and index.
ISBN: 0793198992