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Ozgur Masur Brand Book

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Ozgur Masur Brand Book BRAND INTRODUCTION Content I. Introduction of the Designer II. Lifestyle Statement III. Customer Profile/ Target IV. Products/Seasons V. Price Range VI. Sales Channels VII. Point of Sales VIII. Brand Communication IX. Brand Positioning X. Brand Support for the Sales Point IntroducEon of the Designer • In 2008, Ozgür Masur established his self-tled label and opened his signature showroom. • Masur’s universe is situated between tradiEon and modernity. • He has three labels: Ozgur Masur Haute Couture, Ozgur Masur Bridal and Ozgur Masur Prêt-A-Couture. • In 2018, he was chosen as co-chairman to the Turkish Fashion Designers AssociaEon and he is sEll conEnuing his duty. • Masur’s subtle couture craWsmanship is the result of a mixture of forms and colors with modern tailoring and embroidered details to create an unique idenEty. • SophisEcated lines with highly feminine glam soul and elegant silhoueZes to add a unique take on classical fi\ng techniques, eXuding originality. 3 Lifestyle Statement Women who has a daring, free, and creative persona and not afraid to wear bold colors and extravagantly embroidered gowns to be the showstopper. 4 Customer Profile / Target • Target Customer: Between 25 to 50 socially acEve, educated, elite urban women (mostly celebriEes). • SEG: A + (Haute Couture), A + (Bridal), AB + (Prêt-A-Couture) • Feminine and alluring women who want to look as if they are coming out of a fantasy. • Mostly targets celebriEes, rich and famous upper-class fashion lovers who have significant disposable income for premiere luxury eXperience. 5 Products / Seasons Prêt – A – Couture AW 20/21 HAUTE COUTURE 2017 Prêt – A – Couture SS20 6 Products / Seasons Byzantium Signature Couture Collection Haute Couture 2018 7 Price Range • Average Haute Couture Wholesale Price: 2,803 $ • Average Pret-A-Couture Wholesale Price : 650 $ • Average Ready to Wear Wholesale Price : 570$ • Average Bridal Wholesale Price: 2200 $ • Pret-A-Couture Collection Wholesale Prices in Breakdown: Dress Wholesales: 496 – 1250 $ • Ready to Wear Wholesale Prices in Breakdown: Dress Wholesales: 270 – 1155 $ • Retail price global markup: WSP X 3 • Full price retail gross margin: 67% 8 Sales Channels • Wholesale : Istanbul - Paris • Retail: Department Stores, Multi-Label Boutiques, Flagship Store / Studio, Concept Stores • Sales Showroom : Showapp – based in Istanbul • Wholesale Online Shopping: www.showappshowroom.com 9 Point of Sales Istanbul NYC Turkey USA Manama Monte Carlo Cairo Kuwait City Bahrain Saudi Arabia, Monaco Egypt Kuwait Doha Qatar Lebanon, Panama Beirut Tunis City Lebanon Tunisia Abu Dhabi Monaco, Panama Riyadh UAE Panama, Saudi Arabia Bahrain, Tunisia, Kuwait, Turkey, Egypt, Qatar, UAE, USA 10 Brand Communication 1. Visual Merchandising 2. Brand Website 3. Social Media 4. Press Coverage 5. Celebrity Endorsement 11 1. Visual Presentation & Merchandising 12 2. Brand Website 13 3. Social Media 14 4. Press Coverage 15 4. Press Coverage 16 5. Celebrity Endorsement Serenay Sarikaya Burcu Esmersoy Busra Develi Ezgi Mola Beren Saat Actress TV Host Actress Actress Actress 17 5. Celebrity Endorsement Tuba Buyukustun Hazal Kaya Ece Sukan Neslihan Atagul Goksel Actress Actress Fashion Editor Actress Singer 18 Brand Positioning Giambattista Elie High Price Zuhair Valli Saab Murad Monique Llhuillier Naeem Khan INTERNATIONAL BRANDS Özgür Market Share 40% Masur Channels Own Stores Museum of Ready To Wear Nihan Fine Clothing Price Level Upper – Upper/Medium Peker Evening Product Range Fashion-Functional Zeynep Erdogan Low Price 19 Brand Support for the Sales Point • Trunk shows upon a mutual agreement • Visit the sales points twice a year • Seasonal VM manual would be sent to every sales point • Sales team training sessions by virtual meetings • Visual digital materials • Seasonal digital sales training materials 20 Showapp Showroom Info Tesvikiye Mah. Akkavak Sok. No:18, Haci Omer Apt. kat:3, D:5 Nisantasi / Istanbul – TURKEY www.showappshowroom.com Thank you..
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