Company profile lavand

COMPANYPROFILE

LAVAND’SRECIPE

One Of the secrets Of Lavand is that every design is made with LOve fOr reaL and dynamic girLs.

the essence Of the brand Lives fOrever On each garment

aLways maintaining a creative tOuch.

LAVAND`S RECIPE

03

Brand’sEssence

BE HAPPY

BE BRIGHT...

BE YOU

LAVAND`S RECIPE

04

1. Tenderness

2. BEAUTY

3. freshness

4. PERSONALITY

5. ORIGINALity!

LAVAND`S RECIPE

05

Lavand is a fashion brand for sweet and charismatic girls who make everyday unique

and special. Lavand means beauty and elegant woman, Lavand creates stunning garments that

invite you to dream and feel every touch.discover the world of Lavand where brilliant

girls sparkle with positive attitude.

VISION Lavand stands for best quality and design to become a successful global fashion brand.

Every garment fits perfectly with all occasions thanks to the casual and trendy spirit of the

company. Our brand has a global view to reach a target of worldwide women.

therefore, one of the brand’s dreams is that international women will desire Lavand’s

clothing and will love Lavand’s spirit.

Our company wants to surprise women every season with innovative designs.

06

LAVAND`S RECIPE

LAVAND`S RECIPE

07

MISION

Lavand wants to have huge commitment, pure essence and strong values that identify the

customers with the brand’s designs. with the purpose of following this mission the company

is working on:

internationalizing business activities in order to present the brand’s products with a

competitive advantage. great design, best quality and affordable

prices to be exported globally.

sharing spanish values of quality and prestige worldwide. the brand is proud of its

roots and wants to expand spanish know-how internationally.

working hard with passion and enthusiasm in order to grow and improve, making every girl

feel exclusive and trendy.

LAVAND`S RECIPE

07

Lavand’s story started almost 20 years ago with the company Loco time which was founded in madrid in 1993. the corporation distributed foreign accessory brands, a

business that helped to earn the knowledge for entering new realms in the fashion business. Loco time also developed its own line of accessories, together with the production of

private labels for many big fashion groups.

the new century helped the company established itself as one of the most quickly sought-after companies!

but it was in 2008, when Lavand was born and grew rapidly thanks to good taste in style guided by a great marketing project. girls loved the colorful and fresh designs and Lavand

had tremendous success.

-HISTORY-

10

LAVAND`S RECIPE

LAVAND`S RECIPE

09

not only Lavand was born into the Loco time family. in 2010, ginger+soul, a new brand, was launched full of urban energy, innovation, fresh ideas and brave attitude.

One year later, in 2011 Little Lavand was launched for the kids.

nowadays, the brand has gained the knowledge and experience to grow and make new steps. Lavand is dynamic and ambitious and works in madrid with a team of almost 50

multicultural professionals - always with the same claim: minds open to the world!

LAVAND`S RECIPE

11

Lavand works with the finest materials in order to sell the greatest garments to customers. The brand follows the line that it is

essential to be proud of all of the company’s goods. The company has learned the know-how and is proud to show how

to apply it to the brand. The team is always ready to learn and share different points of view.

One of the most known differentiating emblems of the brand is the special prints. Each is adapted to Lavand’s designs with a distinctive touch that makes every garment a piece of art.

The brand works on creative patterns and designs that can be found on every detail of the brand’s collections to satisfy the most

demanding clients.

Quality

Originality

FreshnesIn every collection, in every season, all the designs spread good

feelings and positive attitude.

BrandValues

LAVAND`S RECIPE

11

Worldwide view

InnovationFollowing the trends is not one of Lavand’s aims. From 2008 the

company has remarked a distinctive essence that makes Lavand’s designs powerful and special.

The Company operates on the international market and has a pro-fessional team with global workers.

Timeless

24/7Lavand’s garments are adapted to a dynamic lifestyle and can be

worn no matter what client has to do.

Every collection can be worn on different ranges of age: each woman can be a Lavand girl, from a casual teenager to a

romantic adult. All the clothing is ready to stand up to the passing of the time because Lavand’s garments are not designed just for

one season; they are designed to live forever.

PersonalityThe image of the brand is energetic, romantic and attractive.

Lavand is not only a brand; it is a feeling that can be identified.

LAVAND`S RECIPE

12

SCRAPBOOKin just 5 years, Lavand’s grOwth has been remarkabLe due tO

the internatiOnaL success achieved. Let’s take a LOOk abOut the brand’s best practices.

1SALES

SCRAPBOOK

13

b&b 2008 brand’s presentation was the starting point for Lavand’s launch. the printed acrylic dresses were then the most recognized sign of identity. the collection had undeniable success. europe felt at-tracted by the creations and worldwide agents started to distribute Lavand. this expansion started first in Spain and then onto critical european markets. the brand was anticipating a promising future just from one year after Lavand was launched.

2009 was the year in which the brand fixed the objective of expanding out from europe. canada, new Zealand, australia, uae, Lebanon and mexico were some of the countries on where the brand started to operate. Lavand’s consolidation beca-

me a fact. in 2011 the success of the brand was irrefutable on most of the new markets. the brand had printed its identity worldwide. this evolution brought the na-tural maturity of Lavand on just four years.

in 2012 the brand had a slight 7% de-crease due to the markets and financial situation of the countries. apart from this, Lavand chose a new strategy that will de-velop the business model to be adapted to the new times. at this moment, this new strategy works in multidisciplinary areas: increase human resources and specialize each department to open new business li-nes, open new international markets to es-tablish development basis, corporate cultu-re and internal hierarchic changes, r&d+i investment to face new settings, develop the strategy of the multi-brand point of sale to its own store openings while wor-king on digital business to increase sales globally, develop brand corporative image and increase the marketing mix investment adapting to the local needs of the brand.

SCRAPBOOK

14

DISTRIBuTION

SCRAPBOOK

15

multi-channel presence thanks to agents and distributors that helped the brand’s expansion from the launch of Lavand. this strategy will help to improve international results due to a price policy that help the consumer and the market with exclusive arrangements with leader partners in each market.

to develop this plan, the new commercial team establishes new working methods based on commercial practices that go to business excellence.

SCRAPBOOK

16

3RETAIL

SCRAPBOOK

17

traditional channel:best international department stores: coin- 15 points of sale with direct opera-tion apart from own operations. eci – 6 points of sale with direct operation apart from own operations. Liverpool – 24 points of sale with direct operation. galerías Laffayette.stores: 3 at madrid. Lavand stores work on improving the brand image in order to create an exclusive experience.

digital channel: Online sales (full price and outlet).‘pure players’, private sales websites, and much more to achieve a full development regardless of the collection or the market operated in. full presence on shopping websites where the brand wants to deve-lop the multi-disciplinary business to maxi-mize last season’s collection presence or launching “full price” temporary exclusives.

boutique online. after a long time distribu-ting online, thanks to third parties, Lavand has the experience to create its own online channel. this will help the brand consumers to acquire Lavand’s product internationally and from any kind of electronic device.

SCRAPBOOK

18

4STORES

SCRAPBOOK

19

Lavand’s stores allude to the new yorker lofts: huge open spaces with metal and wooden touches. the atmosphere feels free in a relaxing and chill space.The old beams fit with the industrial pipes turning the room into a vintage and chic space thanks to the beautiful baroque furniture.

each electrical connection is integrated with brickwork that gives a modernist touch to the provençal atmosphere. The floor is made of wood: comfortable and casual. The living room works as the principal space with a unique style that breathes relax into the store’s interior. sensorial marketing comes to life with special scents and music that improve the consumer’s experience and turn it into the universe of Lavand.

every detail is ready to show Lavand’s spirit: the brand is adapted to the latest trends with a mix of innovation and rustic work space.

SCRAPBOOK

20

LAVAND’SINSPIRATION

the wOrLd Of Lavand is fuLL Of distinctive tOuches that make every garment unique and speciaL. Like a dream,

each design has its Own stOry and it is inspired by the brand essence.

Lavad`s Products

The company wants to have comple-te collections that make it possible to wear a total Lavand look. un-doubtedly, there is a star at Lavand and this is the dress. The product has become the most famous gar-ment of the brand thanks to the wide spectrum of designs, shapes and varieties. Lavand’s dresses are adapted to the real circumstances being 24/7 pieces that can be worn from early in the morning to way past midnight.

All the products are available worldwide thanks to the company’s great distribution system. Lavand believes in the importance of making business with the best retail companies and wholesalers. As a consequence, the presence of the brand at the greatest department stores is proof of the excellent work of the commercial team.

This distribution process of Lavand’s products is another reason why worldwide women love the brand garments: the company operates on a wide range of prices costs adapting all the latest exchange rates. Best prices with great quality that make Lavand one of the new most desirable brands of clothing.

LAVAND`S INSPIRATION

22

Every season, the new collections bring:- Accessories: bags, scarves, hats and beanies, shoes and jewelry.- Basics: For the brand it is essential to create a war-drobe basis- Dresses: The best known product.- Jackets and coats.- Skirts, trousers and tops.- Different kinds of seasonal garments that follow the trends.


23

Every Lavand design has a distinctive note declaring the Manifesto of the brand: express yourself and follow your dreams. The brand

works on having sweet and stunning garments for genuine women.

Outfits full of bright colors, fresh patterns and lovely prints. Lavand doesn’t want to follow the trends, the brand wants to create them

according to the kind of creative and individual women who move the world.

The company believes in fashion but most of all believe on special girls who make their own way. That essence is what really reinforces

the link with the customers.

Design


24

Dressmaking

“Girls just wanna have fun” said Cindy Lauper and Lavand knows it perfectly. All the clothing is designed for active

lifestyles and can stand up to 24h activities.

Therefore, the brand works with the best threads and greatest materials for

the finest designs. Every touch is carried out and checked by the expert

quality team that meets the requirements on every product.

The company’s factories are distributed around the world

depending on the kind of product to produce and the fabrics to use. Cotton,

natural fabrics and silk that are sourced from markets with elevated

quality standards.


25


26

The everyday pleasures that we truly believe in.

LAVAND LOVES


27

What Lavand really likes is mixing the brand dreams with the little things in life.

A little walk in the park, enjoying a hot cup of chocolate in mid-winter, meeting a friend who

you haven’t seen for a while...


28


29

Lavand loves art in every way and is inspired by the charm of French films, British

independent music or new cultural exhibitions.


30


31

Lavand is always open to travel andlearn new things.

Lavand loves vintage stuff and obviously adore all the DIY things.


32


33

Lavand is a 21st century girl brand: a woman that can change the world with positive

attitude and a feminine touch.


34

According to this inspiration, the brand target is a 25-45 year old

woman who combines a mix of all these elements and complements

her looks with her own creative touch.

The free spirit and the romantic taste for every artistic

pursuit are the essence of Lavand’s potential clients.

LAVAND’SWARDROBEin every Lavand’s LOOk bOOk wOmen can discOver hOw tO

cOmbine aLL the beautifuL garments in a miLLiOn ways.

deLve intO the pretty pictures tO enjOy every detaiL OfLavand’s universe.

LOOKBOOKEvery season Lavand presents four different collections (Be Basic, Knit Me, Be you, Lavand Dare) and new brand accessories. Diverse styles for “Women for whom every day is a special day.”

LAVAND`S WARDROBE

37

SPRING - SUMMER

LAVAND 2008

LAVAND`S WARDROBE

38

FW 2009

LAVAND`S WARDROBE

39

LAVAND`S WARDROBE

40

LAVAND`S WARDROBE

41

2011

LAVAND`S WARDROBE

42

LAVAND`S WARDROBE

43

‘12Spring Summer

LAVAND`S WARDROBE

44

LAVAND`S WARDROBE

45

LAVAND`S WARDROBE

46

Fall / Winter 2012

LAVAND`S WARDROBE

47

Summeraround theworld

Spring - Summer2013

LAVAND`S WARDROBE

48

LAVAND`S WARDROBE

49

LAVAND’SRETAIL

pOints Of saLe creativity

the experience with the brand is one of Lavand’s most important requirements. Our aim is that our cus-tomers will feel comfortable in our points of sales in a warm ambience full of details. we like our clients to get close to our collections and touch every garment to test the quality of our clothing.every detail is a part of Lavand’s soul…

…Our garments are always wrapped with the finest tissue papers with attractive boxes that are finis-hed off with pretty bows. the perfect packaging for the best clothing that is always ready to be gifted. … the sweet smell of our stores and the chill music involves the customer and lets them dream about Lavand’s vision.

Lavand is an emotion that women can feel just by entering any of the Lavand’s stores and points of sale. there is always a complete atmosphere that evokes an entire concept of freedom and beauty.

To

LAVAND`S RETAIL

51

One of Lavand’s unique features is the tweet mirror in which costumers can make a picture with Lavand’s clothes and share with their friends to know their opinion. This is a very innovative tool that fits in with the values of the brand about sharing, expressing and renovating. tweet mirror is the geekiest part of our stores that give social media interactivity.

image cOncept

Lavand’s stores reproduce the essence of the 21st century woman using an effective formula:

industrial + romantic + technology

the shops allude to a new yorker loft: big clear space with metal and wood touches that breathe free ambience on a chill space. the old beams match perfectly with the industrial pipes and get come together in a vintage & chic ambience thanks to the baroque furniture. all the electric cables go over the white bricks giving a modern touch to the provençal ambience.

every detail is ready to show that Lavand’s spirit is adapted to the latest trends that mix innovation and work spirit with rustic space. and of course, the best friend to our points of sales is our clothing’s

romantic design: the perfect couple to enjoy Lavand’s universe.

LAVAND`S RETAIL

52

Our stOres

Let’s take a walk into Lavand’s stores: the itinerary starts at the hall. Our customers step for the first time at Lavand’s universe and get involved by its magic. The smell, the music… after feeling the first vibrations, you can see our collection perfectly displayed on beautiful hangers.

Come and try our pretty garment in our fitting rooms! There is plenty of light and space to try on everything comfortably and take a picture with the tweet mirror!

Once you are totally in love with Lavand’s clothes, just come to our counter to get all your new treasures! Our employees will make sure that you have had a unique experience and will prepare your shopping with the best packaging.

LAVAND`S RETAIL

53

LAVAND`S RETAIL

54

cOrners and shOps

do you want to experience Lavand’suniverse? Just come to our first shop in madrid. the velazquez store breathes Lavand’s spirit with a meticulous interior design that allows all the spirit of the brand. just one month after its launch, velazquez’ store has become one of the mandatory stops on madrid’ shopping route!

despite always preparing special offers for our clients at every point of sale, Lavand opened an outlet store at s. s. de los reyes – madrid, spain. nice stock with the best prices to enjoy fashion no regardless of your budget!

LAVAND`S RETAIL

55

Our curretly third opening is in Xanadú shopping center (madrid), one of the biggest malls in spain. this mall is open 365 days a year and is full of the best fashion brands.

the brand loves traveling around the world: you can find Lavand at more than 4.000 points of sales around america, asia, Oceania and europe. we have corners in the best department stores. galeries Lafayette, el corte inglés, coin, Liverpool and bhv Liwa love the brand!

all our points of sale follow Lavand’s visual guidelines. it is essentially to breathe Lavand’s soul to experience the heart of the brand.

Lavand looks for the future and wants to expand worldwide. if you are interested on open a franchise, please contact our commercial department:

LAVAND`S RETAIL

56

LAVAND’SBOuTIQuE

the Lavand brand emerged in 2008 and the process of launching supposed a change on the business strate-gy of the parent company. it was sought to convey the values of importance in designing handmade, the pre-ciousness of the old, and to consolidate of the brand from the start. the logo straight but at the same time irregular lines showed that it has been typewritten from the brand’s creator office. That gave strength to see the consolidation that closed with the ending point. Lavand wants to transmit that the brand is involved in all the process from the design until it is into the client’s wardro-be. From 2008-2011 the logo was filled with degraded characters like oil marks that have been brushed on diffe-rent surfaces. that was all with an actual, urban and new “stencil” creation. in addition to the logo’s environment, it was a rough surface typical of the walls where these ‘stencils’ come alive. the whole composition alluded how Lavand collections come alive in the minds of our designers.

LOGO EVOLuTION

LAVAND`S BOUTIQUE

58

LAVAND`S BOUTIQUE

59

On 2011, the logo took its own personality changing the degrades for the black color. this change was produced by the use on different materials and the irregular aspect of each character.

now, Lavand could be graphically used no matter the environment on which it was showed. this change also helped to consolidate the romantic and feminine touch and not being just an urban style brand.

LAVAND`S BOUTIQUE

60

2012 was when Lavand decided to use solid colors with the pastel spectrum.

the brand was moving beyond spanish frontiers and the multicultural market needed an image lively and playful that was adapted globally but always being proud of the past.

RESTYLING

LAVAND`S BOUTIQUE

61

“we create beautiful garments for women with personality, charisma and a style of their own."”

nowadays in 2013, the brand shows the maturity achieved and a future vision with the return to the most basically tools. Like the logo that is typewritten on paper as on the

brand’s birth, the promising future of Lavand is highlighted by its deep roots.

the brand’s logo can be reproduced on nearly all sizes and on every surface without losing its original mission. the graphic materials,

stickers, banners, walls or business cards can decorate everything confirming its own personality that is expressed in every line.

LAVAND`S BOUTIQUE

62

30x

x

15x

A B C D E F G H I J K L M N O P Q R S T U V W X Y Za b c d e f g h i j k l m n o p q r s t u v w x y z

1234567890

Pantone Process Black

C: 0M: 0Y: 0K: 100

R: 0G: 0B: 0

LAVAND`S BOUTIQUE

63

FASHION MARKETING the brand’s creation and the daily work of each department are reflected by the opportunity detection that has helped the sales to grow internationally. the experience on different areas apart from fashion and the distribution and creation for third brands helped Lavand to grow quickly and become a consolidated brand. for Lavand, fashion is not just a trend, is a way of life, a style to be expressed. aided by distributors, events and international critics, the continuous working and the market adaptation were the essential columns on which the brand was founded. Lavand’s collections are prepared early for perfect market presentation. the garments conceptualizations on initial sketches are interpreted by the design department linking these with the trends and body adaptation. the brand’s girls search for comfortability and Lavand reinterprets this but with beauty and social prestige. spain is a great example of successful and international fashion companies, and this situation has meant that Lavand had positioned over the economic benefits. The brand is proud to be part of this group of companies and this make the company feel sure when it come to

daily planning.

LAVAND`S BOUTIQUE

64

LAVAND`S BOUTIQUE

_We really think that

a complete marketing

plan can be the most

powerful tool for a

fashion brand_

LAVAND`S BOUTIQUE

65

LAVAND’S GARMENTS

Our collections are inspired by the mediterranean, asia, the vintage spirit… but overall our garments are feminine. women are the center of Lavand’s success. the brandbelieves in the exclusivity of wearing clothing that has been created with love and dedication.

each collection supposes a new birth in Lavand’s family and invites the clients to feel the Lavand spirit and experiment the

brand universe.

LAVAND`S BOUTIQUE

66

the brand’s price policy comes from costumer’s feedback. Lavand believes that competitive prices are not a synonym of low quality. it is a synonym of market status that tries to work with the brand’s points of sales in Lavand stores but also with wholesalers.

Away from the seasonal collections, clients can find outlet stock from previous years with the same quality but with a competitive price.

every Lavand product is made by the same concept and maintaining the same quality.

PRICE POLICY

LAVAND`S BOUTIQUE

67

after all the production phase and ‘pick&pack,’ Lavand’s clothing is

ready to travel worldwide. the brand’s workers have grown with the

company and know the facts that can benefit or damage the

distribution chain.

the stock is placed in the madrid headquarters and is delivered glo-

bally with all the facilities that guarantee complete customer care such

as the returning service.

BRAND DISTRIBuTION

LAVAND`S BOUTIQUE

68

Lavand works with a complete multidisciplinary team that crosses all the processes between de-

partments. this helps to create new promotion for future collections.

the different steps that Lavand has follow since 2008 have been:

_strong trust in international fairs and exhibitions. that has led to the company being

known worldwide and to establish 3,500 points of sales internationally.

_the needing of the international PR what work on the expansion of the brand. nowadays, Lavand

counts on professional teams in belgium, italy and spain.

_Showroom presence on each PR office in order to share with press, celebrities and bloggers

the latest collections. this point has helped the brand to be in the biggest media with press coverage

and interviews with our teams.

_On the digital scene, Lavand is involved on social media and work with the best bloggers. the

brand totally trusts on the online expansion.

PROMOTION

LAVAND`S BOUTIQUE

69

the press love Lavand and features in fashion magazines all over the world. the leading titles in spain, france, and uk often show the brand’s best designs and how they should be worn. here is an example of Lavand’s press coverage…

not only in the magazines: Lavand has been spotted on tv and radio hostesses like patricia conde frequently wear our beautiful dresses on prime time! if you liked her clothes, after you can buy them at eat!

there are millions of ways to wear our clothing and there are also billions of opportunities to mix it. One example is what our famous actresses, models and singers do: the best celebrities and fresh faces want to have Lavand’s outfits and often wear them to their day to day life and also on special occasions.

MASS MEDIA

LAVAND`S BOUTIQUE

70

GRAPHIC MATERIALS

each Lavand’s material follows the brand essence: strong attitude and graphic design that express company’s values. the catalogs are made depending on the seasonal collection and each shooting counts with professional models that have just succeed on their careers. every photographer is also carefully selected and so are makeup artists, hair dressers… Lavand takes care of every detail and also for the shooting location.

LAVAND`S BOUTIQUE

71

but before the launching of each catalogue, Lavand prepares workbooks in order to show every look on international fairs. the brand believes on this

proceed to discover which are the looks that our clients prefer.

but that is not all the work, all the materials must be integrated into all the business lines of communication (Lavand creates videos, making-of, interviews, catwalks…). the brand’s marketing strategy follows a 360º plan that involves

all the areas from the store’s visuals until the media coverage.

if 2008 the dress was the basis of the company, now Lavand presents full collections that must be communicated on the marketing plan. this new focus, guarantees a complete seasonal offer that generates plenty of new content.

LAVAND`S BOUTIQUE

72

LAVAND`S BOUTIQUE

73

EVENTS:

Lavand wants to be always on the note to show all the trendy and beautiful collections worldwide. All the biggest exhibitions are on Lavand’s agenda.

The brand use to go regularly to Bread&Butter, Intermezzo, ModeFrabriek or Who’s Next fairs and get in contact with all the retail partners to share experience and make new businesses.

LAVAND`S BOUTIQUE

74

EuROPE

bread&butter - berlín.

the fair started on 2001 and Lavand use to go regularly from 2008 with customized stands that improve and grow every year. On the latest edition, the brand counted also

with fashion shows to cover the market needs and improving Lavand’s reputation.

LAVAND`S BOUTIQUE

75

modefabriek - amsterdam.

this exhibition has also been a witness of Lavand’s expansion.

specialized on innovative design, the fair has a good link with the brand

thanks to the original patterns and prints.

but Lavand also attends another prestigious exhibitions on europe like simm (spain)

or who’s next (paris).

LAVAND`S BOUTIQUE

76

uSA

more than 40 exhibitions have counted on Lavand’s presence in 2012 alone. this has led to the brand being desired and demanded by american women.

some of them are:

magic - Las vegas.

2012 was the first presentation and Lavand was a total success. the press loved the beautiful autumn/winter 2012 collection among all the brands that tried to launch their designs into the usa.

cOterie - new york.

the fair has a double exhibition every year and the most traditional brands converge with the innovative ones. On 2012 Lavand presented the new collections and improved the presence around the entire country.

beyond the usa, Lavand has been also at international fairs from thailand to London sharing all the beautiful clothing with good taste and professionalism.

LAVAND`S BOUTIQUE

77

PRESS DAYS

the press days are often on Lavand’s agenda too! it is crucial to us to show every season all the latest news of the brand to journalists and fashion experts on a chill atmosphere. Lavand counts on national and international press days

to cover most of the media.

LAVAND`S BOUTIQUE

78

we really want to get in touch with our public and all our press days include the best catering and atmosphere. for us, it is

very important to have a good connection with all the media, celebrities and fashion influencers in order to establish a solid

long-term relationship.

LAVAND`S BOUTIQUE

79

to develop all the marketing project, the 2013 marketing budget will be mostly

focused on the digital area. Lavand belie-ves in the online generation and trusts in a virtual model that will help to consolidate our stores and points of sales experience. until 2012 the brand’s marketing actions where mostly off-line. the increasing of connection time of european users and

their presence on social media has meant that Lavand changed the strategy of client

communication.

the digital project is one of Lavand’s best practices with presence on the website, social media, blogs and online press. the brand loves to share with the fans all the

news that reaches the company.

the new website will enclose the entire Lavand’s universe. it will be fresh, innovative and user-friendly to share all Lavand’s new contents and highlights with all the brand

lovers. the new www.Lavand.es will be focused on two different aspects:

_creating brand awareness involving our customers at Lavand’s atmosphere.

_expanding Lavand’s business and increase sales with our new Online boutique.

the new possibility of purchasing Lavand’s designs online, will work with the idea of the 360º marketing plan. visual merchandising will be part of the new digital store design as if it was another shop. e-commerce will be the perfect window to make Lavand a

brand known worldwide.

to create expectation about the launching of our new website, Lavand is working on

a complete digital plan that includes digital actions, sponsoring, teasers, banners and

much more.

One of the most important points to work on the digital plan is the social media

status. in the last two years Lavand had an amazing growth that doubled the fan percentage on facebook and increased brand’s presence on instagram, pinterest, foursquare or twitter. 2013 will be the

year to consolidate this position and ampli-fy engagement rate with the best contents. we will take care of our fans and work to ensure that this commitment between our

users and the brand will be forever.

at Lavand, we think that it is indispensable to work on the client-company relationship and that’s the way our newsletter calendar works on communicating the latest news to our clients. Once/twice a month our

customers receive interactive emails about Lavand’s universe that invite them to visit the new www.Lavand.es and present

the new garments available online.

ONLINE

LAVAND`S BOUTIQUE

80

www.lavand.com

2013 prOjects:

_Launch corporate website with Online boutique in order to grow and expand to everywhere in europe.

_consolidate our presence in social media with strong focus at facebook engagement rate and pinterest.

LAVAND`S BOUTIQUE

81

due tO the ecOnOmic situatiOn in spain, 2012 has meant that Lavand has seen a sLight 7% decrease in saLes within

this year. in Order tO wOrk against this situatiOn, the brand has prepared a cOmpLete pLan Of imprOvements that wiLL heLp the cOmpany tO mOve fOrward LOOking tO the

future.

these actiOns wiLL be Operated within the neXt years.

LAVAND’SGROWTH

Loco time has stood behind an increase in Lavand’s team in order to link all the departments and fill all the brand needs. It is essential to complete the company team to cover the full strategy for the coming years.

Lavand believes in training plans that will help every worker understand all the business processes.

this strategy helps create harmony between the whole team and tries to promote competitiveness through coperation.

hr grOwth

the brand is seeking to expand Lavand’s designs be-yond spanish frontiers thanks to a complete franchise action plan. after an increasing rate of sales on usa during the last years, the company has just opened a filial based in Los Ángeles. One of the most recent actions at this new office has been to consolidate the commercial team that will work on establishing Lavand’s points of sales, corners and stores around the united states.

different collections focused on each market are one of the actions that Lavand has prepared for the world-wide expansion. the company believes in flash collec-tions that can reinforce the brand awareness thanks to specific plans designed for the different countries.

On the next steps, the company will operate in the south american market and asia where currently it is investigating the first approaches in Japan and China.

gLObaL market inversiOn

LAVAND`S GROWTH

83

r&d+i

if originality was one of Lavand’s most important values, innovate and create are some of Lavand’s aims. the company is working on improving all the internal

software to monitor data and quickly analyze it.

it is vital to know other brands actions and rate the impact of Lavand’s. this point will help the brand’s growth and guide the next steps.

Lavand wants to improve the internal organization with better and faster processes. increasing worker motivation is one of the goals that

the brand wants to achieve in the next year. the best working conditions helps create a good atmosphere among the team.

On the other side, it is vital to establish clear brand objectives and share with the company in order to learn how every action is related

to the others. The Brand will work on this point with fixed meetings to discuss all the department’s needs.

cOmpany restructuring

LAVAND`S GROWTH

84

busi

nes

s d

eveL

Opm

ent

mO

deL

although Lavand operates with more than 350 wholesalers in spain and 3,000 worldwide, the company has decided to develop the

business model. according to this, the brand is working on its own new stores that will help to create brand awareness and expand Lavand’s

Universe. This action will reinforce the link with clients and will benefit business growth.

On the other hand, the brand will launch on the next months an e-shop that will make it easier to buy online from everywhere in europe and usa. this idea

follows the technological plan of the company.

The Brand has just opened the first stores in madrid (velazquez), san sebastián de los reyes and in the shopping center Xanadú.

but in the next steps the brand is prepared to open stores outside madrid, following 3 steps:

_spain: main cities_europe: capitals_usa: most important cities

every store helps to consolidate the new business model and create better customer experience with the brand.

new stOres

LAVAND`S GROWTH

85

marketing

Lavand’s marketing plan for the coming years will be focused on online media in order to satisfy the market needs. internet will help the company to become known worldwide. the brand’s target is dynamic and innovative women between 25-45, so it is vital to be present on the net reinforcing online plans.

some of these activities will be the launching of a new corporate website with an Online Boutique and social media actions. The Brand definiti-vely stands behind digital media and will be delighted to collaborate with bloggers and online influencers.

One of the biggest aims of the company is being known worldwide thanks to a distinctive brand image. Lavand has worked on some changes on the logo that nowadays represents the brand’s values.

the company wants to create brand awareness and make sure that every action follows the vision /mission of Lavand’s spirit. these actions will be reinforced thanks to the marketing plan and specific events.

inversiOn

LAVAND`S GROWTH

86

LAVAND’SDESTINATION

aLbanygermanyandOrrabeLgiumcanadachiLechiprecrOatiaemiratessLOvakiasLOveniaspainfinLand

francegibraLtargreecethe nederLandsireLanditaLyjapanLebanOnLuXembOurgmeXicOnew caLedOnianew ZeaLandpOLand

pOrtugaLukcZech rep.cheZq rep.reuniOn isLandrussiasan marinOswedenswitZerLandturkeyuruguay

LAVAND`S DESTINATION

88

Company profile lavand

Business

Transcript of Company profile lavand