Introduction
Highpoint is a start-up luxury brand entering the women’s luxury apparel niche. It is poised to revolutionize the luxury industry by specializing in custom designs for women only using the finest quality. The company also offers an option of using organic materials as it also wants to transform the industry from animal cruelty materials. Also, the Brand is aligning itself with the significant shift of consumers in shopping for sustainable products that are cruelty-free. Our Brand is founded on a passion for offering timeless and seamless fashion, bringing a fresh perspective to the high-end fashion world. Our company understands fashion is more than clothing but also the ability to bring individuality; hence, we are committed to striking a balance between timeless allure and modern aesthetics. From authoritative power suits to exquisite evening gowns and casual wear designed for elegance and comfort, Highpoint offers to cater to the diverse needs and tastes of today’s modern woman. This paper provides a high-level business plan from how it plans its distribution channels, retail store format, store concept, customer journey map, and an in-store service map for the Brand.
1.0 Distribution Channels
1.1 Direct Distribution
Highpoint will utilize the direct distribution model. According to Nicolau (2013), the direct distribution model is a distribution strategy where luxury stores opt to sell their products directly to customers without incorporating intermediaries in their distribution channels. Luxurious brands always prefer this model to have control over every distribution aspect. Therefore, our company will utilize this model as we want to oversee and control our distribution process. This will assist Highpoint in having control over its image. According to Gallart-Camahort et al. (2021), a luxury brand needs to be keen on maintaining its reputation and image. Highpoint selling directly to customers will help us ensure that our products have been presented in a way that aligns with our brand identity, which cannot be achieved if we adopt the traditional retail setting that has intermediaries. The second Highpoint will utilize this distribution model to achieve exclusivity. According to Chevalier & Gutsatz ( 2020), the direct distribution model is utilized by luxurious brands to create a sense of scarcity and exclusivity around their products. Therefore, this model will give our brand exclusivity, increasing its attraction in the luxury apparel market.
Third, Highpoint will utilize the model to create relations with our customers. This model will allow us to have a direct connection with our customers, which can accrue our company loyalty with its clientele base, hence strengthening its market position in the luxury apparel industry. According to Poon et al. (2017), selling directly to a customer increases their customer experience shopping with the Brand because the luxury store has control of its outlets as it can control the ambiance of its website and store, provide top-notch customer service and offer personalized recommendations hence providing immersive and highly personalized for their customers making the Brand more exclusive and more attractive to its target segment. Fourth, this model will give Highpoint pricing control. According to Chavanne (2022), it is key for luxurious brands to have control over their pricing as it will maintain their perceived brand prestige and value. In addition to this, the company will accrue higher profit margins as an advantage.
Finally, High Point will increase its customer experience as selling directly to the customers gives the company an insight into its customer data directly. According to Nicolau (2013), direct sales enable companies to gather key insights and data regarding their customer’s behaviors and preferences, which can inform the Brand on better differentiation marketing and product development strategies. Therefore, incorporating this Highpoint will differentiate itself as an exclusive brand more accurately, hence targeting its target audience even more precisely.
1.2 Retailing concept
Chain-owned retailing
Our luxurious women’s apparel brand will be launched based on the concept of chain-owned retail outlets. The main purpose of incorporating chain-owned retailing is the expansion opportunities it offers. According to Azevedo Rosa (2019), chain-owned retailing can expand easily to new markets and locations, hence increasing the growth potential. In addition, the existing resources and infrastructure will make it possible to open new locations with minimal risk compared to if we operate independent stores. Apart from having the same logos and names for all our stores, we intend to have a contemporary opulence whereby the design features for the stores have a blend of classic and modern elements for the effective invitation of the public. All the stores will have interactive displays whereby we will utilize large and interactive screens to showcase what the Brand is capable of offering in terms of collections based on current trends, fashion shows, and shopping experiences of previous consumers.
We intend to offer private and comfortable spaces for our customers to try on apparel, including luxurious and spacious fitting rooms with flattering lighting, plush seating, and full-length mirrors. This will increase the uniqueness and exclusivity by first having a customized store design. According to Azevedo Rosa (2019), retailing a company controls its store to reflect its aesthetics, unique brand identity, values, and aesthetics. Second, it will increase its uniqueness and exclusivity as chain retails are often used by luxurious brands to offer limited editions and exclusive products, which other retail concepts cannot achieve. This will incur Highpoint a competitive advantage in terms of uniqueness and exclusivity, hence attracting its target audience more and maintaining its already acquired customer base.
Store concept
2.1 Brand Philosophy
2.1.1 Story-telling
I have always been invested in the designs I wear every day; thus, I have purchased various luxurious clothes designs such as Gucci. I have realized that most of the brands rely on their own classic and heritage designs. For example, Gucci does not push the envelope and includes aesthetic features that make it appear different and show its efforts in innovation. Although luxury brands such as Channel offer different sizes to cater to the demands of a diverse customer base, my experience with some of the brands was inconsistent sizing, making it difficult to find the right size. Due to these experiences, I have come up with a high-end fashion brand that prioritizes continuous innovation and is customer-centric. This Brand will give consumers an opportunity to present their ideas, and in return, the Brand will fulfill them by offering clothing based on consumers’ specifications. Aesthetics matter in the fashion of the millennials and Gen Z; thus, the Brand strives to make the consumers feel that they are at their best look while wearing the Brand’s designs.
2.1.2. Unique value point (UVP)
Our luxurious Brand is the only Brand that will be consumer-centric as it will maintain authenticity and continuous innovation in designs and clothes features based on evolving consumer tastes and interests.
2.1.3. Brand promises
- Core values
-Craftsmanship and quality: Our Brand will utilize premium materials, pursue perfection in design, and pay attention to details as desired by consumers.
-Timelessness and elegance: Our Brand will focus on elegant and timeless designs, especially those that transcend designs and stay relevant for the long term.
-Ethics and sustainability: our brand values eco-friendly production and responsible sourcing of premium materials and will strive to create value for customers and all the stakeholders.
-Personalization: we prioritize personalized experiences for our customers, for example, made-to-measure services and free consultations.
- Vision: Our vision is to build a legacy that extends the present moment by creating experiences and products that stand out the test of the present time.
Mission: Our mission entails elevating the art of living by offering unparalleled luxury to consumers. Our Brand is dedicated to curating the finest craftsmanship and designs to deliver exceptional experiences and products to our discerning clientele.
2.2. Emotional standpoint
From an emotional intelligence perspective, customer service and the way we interact with customers should resonate with their needs and emotions. Our Brand will impact how consumers perceive our company and increase customer satisfaction through various emotional components in all stages of CRM based on the IDIC Model (week 8). First, our company will offer superior customer service through our client relationship team, which is dedicated to building meaningful and long-lasting relationships with our customers. Also, we will offer attentive after-sales support to ensure our customers have the best experiences with our Brand. Second, we will adopt the modern luxurious lifestyle desired by the target audience to make them feel as if they are buying their dream.
2.2.1. Communication strategy
Our Brand has a unique selling proposition attributed to its craftsmanship, sustainable materials, and personalized designs and features. It will use social media platforms to create brand awareness and inform the audience about the uniqueness of products in our Brand. According to Appel et al. (2019), social media has become popular as a marketing tool due to changes in the business world. Most individuals rely on social media to provide information about the latest collections and new trends. Therefore, this communication strategy will assist our Brand to reach a broad base of consumers.
2.2.2. Pricing strategy
Most of the luxurious clothes brands have received criticism due to high prices. Our Brand will use the strategy of exclusive pre-orders whereby new collections of clothing will be offered at special prices. Although it will be offered for a limited time, it will create a sense of anticipation and encourage early purchases. Also, our Brand will introduce a culture of limited editions because, in the business world, customers are willing to pay more for exclusive items due to the perception that they will not be available in the future.
2.3. Brand Archetype
We intend our Brand to adopt the brand archetype of the ruler. According to Marlo et al. (2022), the ruler brands are characterized by a sense of power, authority, and control. We have acquired a deep understanding of the luxurious clothes industry; thus, we will incorporate the knowledge to stay relevant and stand out in the market. The leadership potential of our Brand is attributed to the leadership qualities our Brand has. For example, we prioritize innovation, which is key and potential for growth in the contemporary business world.
Customer Journey Map
3.1 Target Customers
Highpoint will cater to a high-end clientele base only. This group desires exclusivity, exceptional craftsmanship, and status, which our Brand seeks to provide for them. Our customers are high earners and are often associated with entertainment, business, and other high-income sectors. This means they are fashion-conscious and value unique designs reflecting their distinct tastes. Also, our customers will be provided with quality as they prioritize apparel with superior quality, comfort, and durability, and, most importantly, pay attention to finishes and stitches; hence, our Brand will provide them with seamless fashion. Finally, our Brand seeks not only to meet the physical but also the emotional. Kim & Sullivan (2019) state that high-end customers are not only focused on the physical aspect but also on the emotional appeal.
3.2 Segmentation Targeting and Positioning
Highpoint will employ segmentation targeting and positioning for women. Our market segment will be between the age of 18-39 as they show the strongest purchasing intent. Also, we have other segments that we are targeting based on income and lifestyle. Our target audience comprises fashion-oriented women and women seeking highly exclusive products. Our company will position itself through avant-garde designs and innovation, hence positioning our Brand as a symbol of individuality and sophistication that offers premium accessories and fashion. Our Brand will appeal to women who value authenticity incorporated in modern fashion design.
Our customer’s journey will commence after encountering our Brand first. This will either be through influencer endorsements, social media, or online search. This is the awareness stage (Towers & Towers, 2021). After this encounter, the customer goes to the “decision or consideration” stage, where they will go through stages of discovering our Brand through researching our products and reviews from clients (Towers & Towers, 2021). Highpoint will lead the potential customer through its effectively crafted and seamless luxurious customer experience. This will be achieved through having a visually appealing website that is user-friendly with recommendations from previous purchases and detailed descriptions and provides the customer with personalized products based on their search history. This will lead the customer to the “purchase” stage where the company will provide exceptional customer service both in-store and online with a trained team to offer style advice to our clients, hence giving them a smooth shopping experience (Towers & Towers, 2021). At this point, we will also leverage email marketing, social media, and exclusive events to maintain our customer engagement with our Brand for retention and advocacy (Towers & Towers, 2021). We will also offer the customers after-sales services to increase their shopping experience with the company, hence leveraging retaining them. In the future, Highpoint aims to lead its customers through engaging technologies such as augmented reality and virtual try-on experiences. This will assist our customers in visualizing the products they are interested in. Also, it will provide AI-driven chatbots to provide customers with instant assistance. We will also include sustainability initiatives like ethical sourcing and eco-friendly packaging as they are becoming important aspects for our customers.
In-store service
4.1. In-store service mapping
In the Highpoint brand, the layout has been designed with the aim of encouraging exploration and seamless shopping experiences for consumers. (1) on entrance, the consumers will be welcomed by a team experienced with customer services. The sales team has been equipped with communication skills because effective communication skills play a key role in engaging customers and offering them the best experiences. (2) This Brand includes the invitation counter where limited editions are placed to attract customers to the store. It has been strategically located to be the first thing a customer sees on entering the store. Also, in this area, a screen and mannequins are used to showcase the products of the Brand in a captivating way. According to Jin et al. (2021), strategic placement of clothes in a store signals the likelihood of an enticing and attractive shopping experience. (3) This stage involves informing the customers of the nature, purpose, characteristics, features, and manufacturing processes of our products. Customers prefer to have product information and details before making purchasing decisions. (4) In addition, the customers will be shown the raw materials for making their products based on their specifications and interests. (5) Our Brand has large shelves, aisles, and mirrors to present our final products to the customers. Also, the shelves and aisles have been placed, highlighting the craftsmanship and quality of our products. (6) Moreover, we have large, spacious fitting rooms with unique lighting fixtures, mirrors, and custom-made furniture. (7) we intend to offer customers excellent experiences; thus, in making purchase decisions on clothes that fit and interest them, we pack their purchases in a way that creates a memorable unboxing experience for the consumers. (8) After guiding our customers through the shopping experience, our team will lead the customers to the welcome area to finalize the purchasing process. Also, our team will collect information about the customers for further interactions.
4.2 After-sales services
Highpoint brand prioritizes after-sales as it believes that these services have the potential to increase connections and relationships with consumers. This is supported by Haryadi et al. (2022), who state that after-sales services are directly related to customer loyalty. Our Brand will use the information provided by customers during their sales to reach them through emails. First, our customers will be the first to access information about our new collections, exclusive events, and special promotions. This will act as a reward for their loyalty and encourage them to repeatedly shop with the Brand. Second, our Brand will offer maintenance guidelines to the consumers. This will create value for the customers, hence improving our brand reputation.
Conclusion
In conclusion, the Highpoint brand will act as a disruption opportunity in the luxurious clothes industry. Most important, it will cater to the changing behaviors of consumers in the market. The current generation’s needs and specifications on fashion are different from the previous generation. The players in the market offer similar services to consumers; thus, there are no differentiated experiences for the consumers. Highpoint brand intends to fill this gap and become a leader in the luxurious fashion industry. It will achieve this by prioritizing innovation and consumer focus to stay relevant in the market. Doing this gives the company a high growth potential to assist the company in achieving its vision of building a legacy that extends the present time through offering unique products and experiences to consumers worldwide.
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