[BUSINESS PLAN ASSIGNMENT]
Creating your own brand jeans
We are going to introduce a business where we with the help of recognized jeans brands all over the world will give ordinary people a chance of creating their own pair of jeans, but still maintaining the quality and the status that the specific brand maintain for their customers. We will basically be a jeans selling store but with a niche that we introduce our customers to “custom made” jeans instead of the regular ones. We will use the existing bran with its cut, bootleg and design but we will give our customers the opportunity to choose some of the details themselves. For people who for example want to have a wear on jeans which don’t have any wear from the original reseller we offer the possibility that at an expert level giving a pair of jeans the wear that the customer wants. Also we will be able to give the jeans another wash if the customer is interested in a light tone of the fabric but there isn’t any available from the Label/Brand/maker. If someone wants to have any other color or size on the main buttons we are able to provide that, if one wants any other kind of back pockets we are also able to provide that. Someone might want some additional motives or fabrics on their jeans. We will always try to be as flexible as possible and serve our clients in any way that we best can. Why work with Diesel
We have chosen to work with the brand Diesel, because of many factors. We will work with an established brand that has a solid customer base here in Sweden. Regarding to the survey done by ISI Wissing, Diesel is the number 3 popular jeans brand in Sweden, also it qualifies for the 3rd place when it comes to customer satisfaction. When it comes to using the brand, regarding this survey, it ends on 4th place. And that for us shows that there are opportunities to take this even further. Also there is a mentality among younger people that they are attractive to the Diesel brand. One of the reasons why, are their outstanding and peculiar commercials. They try to show the brand as very attractive and cool and also with all their different products they want to make a valid point that Diesel is something else then all the other brands. It’s more attractive and aggressive and it’s there for the people who know what they want. One of their later commercial campaign are the “Be Stupid” commercial where they address their clothes and products to specific people that want to be something else. An example of their commercial is the following quotes: “Smart may have the brains, but stupid has the balls.”, “Stupid might fail. Smart doesn’t even try.”, “Smart may have the answers, but stupid has all the interesting questions”, “Smart has the plans, stupid has the stories”. So these are examples that they really try to have their own approach and make something amusing and attractive to their customer base. And we think this is one of the things that make Diesel stand out and be an attractive and popular brand to work with. (Willebrand, P, 2007), (Habitat.se, 2009) This type of product we offer is focused on a relatively young, between 18 and 35 years as a textile style, young, dynamic, unique and with character. Our target is to focus sales in a single product with its own identity, a trend and a reference in the textile market, developing products for a demanding consumer sector, where each product can be distinguished from the rest. This product is so expensive, it’s focused on one type of consumer with a high economic level, but that is why our service is striking, since it is an affordable way to get what the customer as to the characteristics mentioned, looking at the market. We don’t think that the segment with low paying jobs will be that particular interested in our business because we think it will be too much money for them to spend on clothes. So our business is rather directed to people who are at the average salary and more. Preferably we find this...
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