Oxfam_and_Tom_Shoes

Introduction This report introduces the studies, finding and recommendation of the 4 brands, which is New 2 U Thrift Store, Déjà vu, Oxfam and Tom Shoes. The aim of the assignment is let us develop understanding of the basic theories of Market Research Techniques to gather, analyze, develop implications and make recommendation. In addition, Salvation Army is planning to reposition itself as a possible option for shopping vintage, second hand unique pieces in Singapore. By following their brand mission and values to ensure that our assignment may help them improve the level of donations, ability to find unique second hand pieces and finding collaboration partners to create consumer facing in line with charity mission and goals. In conclusion, hope this assignment may help Salvation Army reposition itself and invite more people to charity activity. Findings Target consumer profile Demographics Age: 21 – 60 years old Sex: Female & Male Generation: Gen X, Y and Baby Boomers Races: All races Social class: Middle-upper class, Middle class and Lower-upper class The target market of vintage, thrift and charity market is generally the people who headed to vintage and thrift product categories and browsed by using online store or outlets. The target age group will be from 21 to 6o years old who tend to shop by online store or outlets. Their spending power at middle to lower level; again, there have some consumer in upper- middle level. They more focus on quality work which represented by those vintage and thrift stuffs. For Baby boomers, they will sell their own vintage stuffs which accompany them from teenagers to senior citizens. Either they will share it or they will go and search some special vintage furniture or stuffs. By then, the target market of vintage, thrift and charity market reflex it in a huge age group and races. Psychographics Personality: Passionate, fun, quirky, exuberant, free and easy. Attributes: Prefer 50’s to 90’s design products or lower price products to save some money. Interests: like to go to flied market, vintage and thrift store to get some valuable stuff. Lifestyles: Tend to hang out with friends, reading different kind of media (e.g.: New & Traditional media) Spending Power: They have a budget plan income to spend on apparels and accessories to beautify themselves. Against, they tend to use their budget plan to create their own vintage style. Environment The environment in the vintage, thrift and charity segment in Singapore has fully endorsed after the economic crisis in late 2008. Consumers in Singapore are tending to spend their money in valuable stuffs, not only in vintage products. Especially those thrift and flied market have attached consumer attendants.  Online browsing become an important activity to Singaporeans, they are open minded that those vintage and thrift products are not all second hand products; some are new but reflects in a vintage style. Singapore has a strict government law to protect their own citizens, because of this reason, a lot of travellers and tourists will prefer come to Singapore than other South East countries. Tourists may develop all kind of business, vintage and thrift store also. Singapore’s government will own 7% government tax from consumers, but it wasn’t impact consumers to purchase product with lower price than others in vintage, thrift and charity store.   In conclusion, Singapore vintage, thrift and charity store still have a lot of improvement to achieve goal. Vintage Online Store which become an important activity to Singaporeans. SALVATION ARMY Brief History THE SALVATION ARMY was established by William Booth In 1865, he is the minister from London, who brought the Gospel to the homeless, the poor and the hungry in the streets of London. In 1935, Brigadier Herbert Lord established The Salvation Army in Singapore. Since their founding, the Army has laboured a wide range of social and community programs, such as nursing home, children’s home, and child care centres, tuition centres and family support services. Currently, the Army has six churches (corps) that conduct worship services in three languages (English, Tamil and Tamil). Up till now, Salvation Army has spread their services in over 106 countries with approximately 1.6 million members that join. In addition, Salvation Army has also opened 1000 school and 250 hospitals around the world Mission Salvation Army is a religious’ society, which are preaching the poor, hailing final support and strengthen the organization. The 3’S to express about Salvation Army organization are “Soup, Soap and Salvation.” Marketing Mix: 4 P’s Problems from Singapore Salvation Army that we are using Marketing Mix to reflect it: Product            Wide variety of Choices Negative perception of consumer Poor product assortment Out dated products Bad pricing strategy Not Strategic location Insufficient parking lots Maintenance Lack of advertisement Insufficient information on the website Poor promotion strategy Price Place Promotion Competitors: Marketing Mix New 2 U Thrift Store Company Background New 2U thrift store is a non-profit charity store that founded by SCWO (Singapore Council of Women’s Organization) based on Singapore in 2000. They sell quite a range of product but most of them are clothing. Mission All proceeds from purchases will go to a common fund to support Star Shelter and SCWO's various initiatives. 4 P’s Product Price $ 3 ~ $40 (All prices have shown in Singapore Currency) Place  C/o SCWO 96, Waterloo Street Singapore 187967.  Monday to Friday, 10.30am to 2.30pm Promotion  Half-Price: All items at half price on the last 2 working days of each month.  Everyday Promotion: On 2nd week of each month, promotional items on that particular day will be on sale at $1 (only for those that are originally priced at $3.) 1. T-shirt Monday! 2. Every Tuesday is Student 1/2 price day! 3. Skirt/Men trousers Wednesday! 4. Shoes Thursday! 5. Surprises Friday! Déjà vu Company Background Owner Kelly Yeo started Déjà Vu Vintage on a lark. They have just celebrated their 5.25 company anniversary. Déjà Vu Vintage continues to distinguish itself with an unparalleled collection from the 1940s to the 1980s, consisting of stylish, eye-catching and rare pieces in top condition. They also carry handmade accessories from indie designers around the world. Mission For nothing is more current than vintage for the fashion-wise. And also, free will – you can choose what you want to wear. 4 P’s Product Price $ 20 ~ $500 (All prices have shown in Singapore Currency) Place  #01-70 Millenia Walk  9 Raffles Boulevard Singapore 039596  Monday – Sunday, 11 am to 9pm  Tel: 63388013 Promotion  RETRO-THEMED PARTY with corporate discounts and special offers available for your party guests  Gift voucher for customer who purchased in their store.  BEST WISHES TO THE NEWLY WEDS, 20% off or more vintage evening dresses in one receipt.  NEW WEBSHOP OPENING SALE Oxfam Company Background Oxfam was founded in Oxford, UK in 1942. Oxfam is an association of 15 companies working in more than 90 countries worldwide to overcome the poverty, hunger and injustice. Oxfam campaigned for food supplies to be sent to starving women and children all over the world. Oxfam uses cooperation of public education, fair trade and advocacy. Oxfam has affordable prices range to every consumer. Mission Oxfam’s aim is to work together to make sure that poor people can improve their lives and to have a greater impacts. 4 P’s Product Price £5 ~ £40 (All prices have shown in United Kingdom Currency) Place On line store (shipping fees counted) Promotion  Seasonal promotion Tom shoes Company Background TOMS was founded in 2006 by Blake Mycoskie when he travel to Argentina and he befriend with a children in a village there and realize that they are barefoot. Blake Mycoskie create TOMS, a company that based on One for One policy that will help them to match every pair of shoes purchased with a pair of new shoes given to a child that need. Five years later, TOMS launched eyewear that TOMS will give eyesight to those who need again based on One for One. Mission With every pair (of shoes) your purchase, TOM’s will give a pair of new shoes to a child in need: one for one. 4P’s Product Price $29 ~ $59 (All prices have shown in Singapore Currency) Place There is more than 300 Retail Shops are selling Tom shoes in Singapore. Promotion  Great Singapore Sale  Depends on the Retail Stores Market Share Unique Selling Proposition and target market to get market share. Again, by using these strategies to gain customer trust: New 2 U Thrift Store New 2U thrift shop sells range of product with most of them are branded clothing and they sort their product to keep everything controlled and their product sells very quickly as they have very low price. They only have 1 store in Singapore which located in the heart of shopping district Bugis and a blog shop. Some exclusive items can only found in their blog shop but it can be requested to look at the product at their store before purchasing them. They use Facebook excessively to create their promotion and to engage consumer. They also doing a lot of sales and cut down price to drive consumer in. their sales promotion are half-price promotion and everyday promotion. Déjà vu Déjà vu have their unique selling proposition, which is:   One-of-a-kind and heart-achingly precious. Ecofriendly also a main point to Déjà vu vintage store. Create their social media, online store and outlets, the collection showed from casual, quirky day dresses to stunning cocktail numbers, designers’ vintage, handmade accessories. Again, their store is completely unpredictable from week to week. Last year they have joined World Fashion Show, which held in Singapore indoor stadium. They have invited by magazine or press to show their store collections. In fact of this reason, they become popular to vintage lovers. Promotion or discount for regular customer and lucky winner who always follow their news from social media. Nice Store view and good services, even though the price range are $20~$500, still attract consumer interest.    In conclusion, Déjà vu has deny the little voice which show from their brand image, “I will make that mine and mine only”. Oxfam Oxfam opens a second-hand shop for charity and donated items in all over the world. The products are unique and it is also sold online. The ranges of the products are from retro to vintage look from 1950s to 1980s. Oxfam’s online store for vintage look was created in 2010. The top fashion designers were teamed up to create a new looks for Oxfam. The vintage look is increasing in demand because many younger shoppers are looking for unique fashion at cheaper price. The shops sell sustainable fashion in five categories:      Loved for longer: An ever-changing range of unique clothes and accessories. Fair Trade: Great Fashion can put people first. Reinvented: An exclusive range of one-offs re-created for Oxfam. Made with love: Unique pieces to treasure made by talented volunteers. Trendy fashion sense: Clothes and accessories designed to stand difference. In conclusion, Oxfam had shown a huge range of categories, but they expert in visual merchandising that make consumers feel warm and comfortable. Tom shoes Toms has a unique selling strategy as TOMS are Non-benefit Company.  They only have a few of basic model for their shoes with different pattern but they make sure it is comfortable and casual to suit every occasion. TOMS also collaborate with famous people and group TOMS gain popularity from various media such as magazine, social media, and press release.   Charity program to create boost for people to join them promoting and create awareness for example they create movement such as ‘One Day Without Shoes’ and ‘ Campus Club’ which create awareness for people and drive them to success. Improve Level of Donation New 2 U Thrift Store New2u encourage their costumer to donate through the message in their website that was put up on their main page Déjà vu Déjà vu has their unique second hand pieces, which are collected and found by their owner Kelly Yeo; they will go overseas to search nice and high quality second hand pieces, most of them are only one piece. • Focus on high quality second hand products which are dry cleaned prior to hitting the racks, and alteration services are available in house. • Educating customers and imparting their love of vintage. • They also carry a selection of lovingly handmade accessories from indie designers around the world. Customers from all over come to Déjà Vu Vintage for our selection of premium vintage, handmade and everything one-of-a-kind. Some of their second hand pieces are great designer collection, because of this reason; they create higher level of their uniqueness and premium to customers. Oxfam Unique Window Display and Visual Merchandise may attract consumer attention: The models posed in the window display at the Oxfam shop. This boutique stocks donated highend pieces re-crafted from pre-owned garments and a great range of new sustainable fashion (David Levene/Oxfam, 2008). A good window display allows more consumers to come to the Oxfam store and to make rapid decision on purchases. Making use of props in a store can really make the store looks wonderful or even better. Creative display for visual merchandising can help people to interest and purchase the products at Oxfam store. And also, let consumer feel that is stylish and fashionable. Nowadays, online and browsing internet become an important activity to consumers, there’s no age limit. Oxfam has showed in their official website of the “Donate Now” or “Donate” for everyone to click in and donate. It can be money or your old stuffs which with good conditions. This may help some consumer who are tend to make donation to Oxfam become easier, faster and clarify that who you are donating to. Collaboration Partners New 2 U Thrift Store Currently they have not been a collaboration done in New2U thrift store. Government has provided them 30% of their budget on their Star Shelter. Déjà vu Currently they don’t have collaboration with others. Oxfam Oxfam have done a lot of collaboration with others, such as Monash University, International Tsunami Research programme and government. But those collaborations are main focus in helping vulnerable people or crisis victims. During last year September they have decided to make collaboration with Monica Botkier and step into fashion side to gain donations from fashion industry. Botkier handbags founder and designer Monica Botkier made a decision to team up with other celebrity friends to help Oxfam International. Botkier decided to made collaboration with actress Lake Belle in bag design. This is not the first time for her to pair up with a celebrity to help Oxfam International; on the past she also made collaboration with Michelle Trachtenberg, Minnie Driver and Joy Brant to support Oxfam. Tom Shoes TOMS has collaborated with many well-known people to increase brand awareness such as Trovata created a ‘fashion night out’ theme for their customer, they also collaborate with TOPSHOP to hold an event for 2 days with local celebrities in UK, Neiman Marcus and Bergdorf Goodman ping pong challenge, and lastly TOMS joint with Teen Vogue to hold an event with attractive prize. TOMS product were also included at some of AT&T commercial during the coordination with “shoe drop” Toms spread their wings not just collaborating with well-known brand but also with famous celebrities such as twins Olsen, Blake’s mom design, Incubus front man Brandon Boyd, Southern California artist Kristin Klosterman, Digg.com, Neiman Marcus and Bergdorf Goodman, and Dave Matthews Band to create a limited edition shoes. TOMS also hold event at Belmont Army Surplus in Chicago. Toms didn’t stop spreading their good deeds; they also collaborated with some of international charity organization such as Clinton Global Initiative to provide shoes for the workers in Ethiopia. In 2011, toms created “One Day without Shoes” campaign that received an explosive responds from the consumer. More than 250,000 people across the globe went barefoot. The company has also expanded its merchandise list to include clothing and different types of shoes including Stitch outs, Wrap Boots, Botas, Cordones, and the Wedge. TOMS Shoes collaboration with Mary Kate and Ashley Olsen’s higher end label The Row Recommendation To Salvation Army  Re-design the store They need to plan their product assortment carefully and make good use of the big space and to design their store nicely so that the costumer will feel more comfortable.  Creating a good window display A good window display allows more consumers to come to the store and help to stimulate buying decision. Making use of props in a store can really make the store looks wonderful or even better.  Improve in advertising As salvation should be more active in the advertising their store and since it is a global organization they can hire the famous celebrities to promote them.as celebrities are the most influential among the people. This will help to increase brand awareness. They also can come up with some new ad campaign to promote the store, where some of the company is currently doing.  Increase brand awareness To take part more on some event not only for social and community programs. This help to increase brand awareness. Persuade more people to like the fan page, update more on the latest event or products that Salvation Army will be having. Furthermore, to re-design the website and provide more detailed information; hence the consumer will be able to know more about the organization.  Be more selective in selecting the donation of the goods By setting some standard in selecting the goods, it will increase the value of the good. Summary Research as a tool for learning and action. Taking the time to understand those competitors which are New 2 U Thrift Store, Déjà vu, Oxfam and Tom Shoes can make the difference between research response that is deep and knowledgeable; short-term or sustainable. This module is helping us to bring out those competitors their uniqueness and key success factors, such as improve the level of donations, ability to find unique second hand pieces and engage with collaborative partners to create consumer favorite products to gain goal to help Salvation Army. In conclusion, we hope our assignment bring out those important success factors from the competitor to develop Salvation Army, make them become more success. REFERENCES TOMS Official Store - TOMS Shoes - One for One - A Pair of New Shoes is Given to a Child in Need With Every Pair Purchased | TOMS.com. 2012. Official Store - TOMS Shoes One for One - A Pair of New Shoes is Given to a Child in Need With Every Pair Purchased | TOMS.com. [ONLINE] Available at: http://www.toms.com. PhiLAnthropist Interview: TOMS Shoes Founder Blake Mycoskie Plans to Give Away 300,000 Pairs in 2009: LAist. 2012. PhiLAnthropist Interview: TOMS Shoes Founder Blake Mycoskie Plans to Give Away 300,000 Pairs in 2009: LAist. [ONLINE] Available at: http://laist.com/2009/04/15/what_happens_when_you_travel.php. NEW 2 UTHRIFT STORE Incompatible browser | Facebook. 2012. Incompatible browser | Facebook. [ONLINE] Available at: http://www.facebook.com/New2UShop'sk=info. New2U Thrift Shop « New2U BlogShop. 2012. New2U Thrift Shop « New2U BlogShop. [ONLINE] Available at: http://new2ushop.wordpress.com/new2u-thriftshop/. Our Mission and Goals. 2012. Our Mission and Goals. [ONLINE] Available at: http://www.scwo.org.sg/index.php/about-us/our-mission-a-goals. OXFAM http://blog.shopbop.com/2011/03/lake-bell-botkier-a-stylish-match-with-acharitable-slant.html http://www.daisygreenmagazine.co.uk/fashion/features/oxfam-the-new-fashionsuperpower/ http://www.oxfam.org.uk/shop/content/help/help_productinfo.aspx#3 http://i.dailymail.co.uk/i/pix/2008/12/23/article-1101055-02CAAE0000000578286_468x307.jpg http://www.oxfam.org.uk/shop/content/secondhandstore/fashion/decadeguide/1980s.html http://forthoseabouttoshop.ca/wp-content/uploads/2011/02/Oxfam-WestLondon.jpg