Fashion Company
Product and company brand
The company is on the clothing, accessories, and fragrances for male and female teenagers and young adults. The brand name is Pinkberry. The proposal of the company is to create fashion for people from 13 to 30 years in a semi-formal style for the dynamic life of this group of people, the millennial generation, that have special characteristics different to another group of ages. The client of Pinkberry is urban, familiarized with mobile technologies, conscious with the environment and with the aim of a world with no frontiers.
The word Pinkberry is inspired by the exotic fruit of the same name and representing the unique style of the company to create innovative clothing products for teenagers and young adults.
The company participates in the business from the concept and design of the cloth and accessories with a two block-stations cycle (spring-summer and autumn-winter); control and verification of third-party manufacturing and the distribution and sale of the products in three channels: wholesale, brand stores and license.
The company aims to have a creative and manufacturing process with a "fast-fashion" structure.
Virtual mind map
Business technologies used in Pinkberry:
Product Lifecycle Management: The lifecycle of a clothing product may have one month or ten years, but it will depend on of the strategy of the company to manage the lifecycle of the product. The PLM helps the company to track the behavior of the product from the design, manufacture, distribution and acceptation of the public. Each product of the company has an individual analysis, and the company may decide to stop or extend the lifecycle of a product according to a positive Return on Investment and Return on Sales of a product.
Customer Relationship Management: The customers for the company, depends on of the distribution channels of the company, in this case, three types of customers: wholesalers, individual clients and licensed. The company must apply a coherent strategy for each type of customer, take all the data from each client and analyses the consumption trend. The information of the CRM is useful for the product lifecycle.
Supply Chain Management: The process of the company starts in the conception and design of the products and finishes in the distribution. The company requires a Supply Chain Management application to track the flow of information and materials, especially when in the manufacturing process, 100% of the manufacture is executed by third-party companies. The Supply Chain Management application must ensure the quality in the manufacture and guarantee the availability of the products for the different clients of the company.
Unique Selling Proposition
"You create our style; we create your clothes."
The USP (Fizzle Sparkline) reflects the message of the company that there is a strong relation of the clients and the design and manufacturing process. The UPS links in the same phase the clients, company, and the creative process.
Method to convey the idea
The best method to convey the idea is with the use of social networks and music events. The company will not use conventional mainstream media like television, radio, newspapers and banners due to the innovative and unconventional condition of the company. The company needs to connect with teenagers and young people with the most important social networks as Instagram, Twitter, Facebook and Youtube and the sponsorship of live events in music and sports.
Roles inside the company
Chief Technology Officer: The chief technology officer will have the objective to improve the internal processes of the company with the newest technologies and procedures in the fashion industry. The CTO must know the convenience of the "fast fashion" strategy developed successfully by Inditex-Zara in the past. The CTO must develop technological projects according to with the growth plans of the company.
Chief Operating Officer: The Chief Operating Officer is responsible for the Supply Chain of the company, evaluating the flow of material and information. The information flows from the design stage of the products until the data sales of the company. The material flows from the procurement of fabrics and textiles from worldwide providers to manufacturers and the final disposition in warehouses, brand stores, and licensed stores.
Chief Financial Officer: The Chief Financial Officer is in charge of the financial behavior of the company. He must work together with the Chief Executive Officer of the company to improve every year the net revenues and the most important financial ratios like Return on Sales and Return of Investment. The Chief Financial Officer is responsible for the financial statements, balance sheets and annual reports of the organization. He must guarantee enough resources for innovation and creativity.
Chief Social Media Officer: Is the latest trend in organizations to have social media specialists and community managers with the goal to have a bidirectional communication with clients, potential clients and the company. The Chief Social Media Officer substitutes the traditional position of publicists and marketers.
Calendar
Works Cited
Fizzle Sparkline. 10 Examples of Killer Unique Selling Propositions on the Web. 24 August 2016. Web. 28 August 2016.
