MANSUR GAVRIEL

EXECUTIVE SUMMARY

Mansur Gavriel is a women's low-key luxury handbag brand founded by two women in 2012 through sharing the same passion on leather. Soon, they developed the concept of the brand to present the Italian vegetable leather of the bags to show the aging beauty of the leather and how it compliments the bag in the utmost effortless way.

The main challenge faced by Mansur Gavriel in the Singapore market is the lack of acknowledgement from consumers given its poor accessibility, limited designs and being a new entrant to the market as well as facing the problem of imitation products. Mansur Gavriel have little to no form of physical point of contact or advertising to compete with Singapore and international well established brands to target its niche marketing and sustaining customer's interest in the designs.

The strength of the brand are their attention to details and product quality at a contemporary price points which further brings on opportunities for the brand to develop future collaborations, special edition products and even establishing their very own flagship store. However, Mansur Gavriel are relatively weak in their advertising, branding and product supply to meet with demands from the long waitlist of eager customers, this causes them to face threats of knock-offs, emerging brands and third party resellers that affect consumer's preferences to opt for other alternative brands.

After further analysis, it is an ideal opportunity for Mansur Gavriel to penetrate into the Singapore market given the

Singapore consumers are big spenders on luxury goods and the country has a positive economic outlook for the business to sustain in this country. Research also shows the concentrated use of mobile and social media network in Singapore denotes more opportunity for the business to head towards marketing to Singapore consumers in this direction.

Nevertheless, the increasing support of the Singapore government towards local and uprising enterprises poses a threat to Mansur Gavriel, increasing the competition in the marketplace.

Primary researches are carried out to obtain responses from Singapore consumers as well as an experienced Singapore buyer regarding consumer's buying behaviour and their perception of the brand which led to the results of finding out Singapore consumers are most concerned about the quality of products and would be interested in Mansur Gavriel's products.

Given the low awareness of the brand, Mansur Gavriel will be having its debut in Singapore through a pop-up store alongside a collaboration fashion show with WWF to generate positive brand image and word of mouth among Singapore consumers.

Besides that, Mansur Gavriel will be launching an official native app to ease the customer's shopping experience on-the-go and forge a sense of community amongst its shoppers.

INDUSTRY ANALYSIS

04 INTRODUCTION TO HANDBAGS HISTORY OF HANDBAGS

05 MARKET TRENDS KEY PLAYERS

COMPANY PROFILE

06 ABOUT THE DESIGNERS

07 ABOUT THE BRAND

COMPETITOR ANALYSIS

08 - 10 DIRECT COMPETITORS

11 - 13 INDIRECT COMPETITORS

14 - 16 COMPETITOR COMPARISION

17 MARKET POSITIONING

MARKETING PROBLEM

DIAGNOSTICS

18 RESEARCH PROBLEMS SUB-PROBLEMS

HYPOTHESIS

ASSUMPTIONS

LIMITATIONS

19 METHODOLOGY

20 - 22 KEY FINDINGS

23 SUMMARY OF RESULTS

CONTENT

24 - 25 SWOT

26 - 27 PEST

MARKETING STRATEGY

PROPOSAL

28 - 29 NEW TARGET MARKET NEW MARKETING MIX

APPENDIX

32 - 43 DESIGN BRIEFS

44 - 49 TRANSCIPTS

50 -53 BIBLIOGRAPHYREPORT BY

AMANDA WONG

YEE LING

STUDENT ID :

013FM714

LECTURER :

MISS ANISA

4 MANSUR GAVRIEL

INDUSTRYANALYSISINTRODUCTION TO HANDBAGS INDUSTRY

HISTORY OF HANDBAGS

As of 2013, handbags global value sales have nearly reached $50 billion. Handbags are a key category for luxury players in the fashion marketplace. The following years after 1998, handbags became a dominant in the leather goods industry, showing a CAGR of about 10% p.a. It has been one of the fastest developing categories in the luxury market in the past 10 years. Handbags are largely immune from mix and match, serving as dominant piece instead of a complimentary piece of fashion product. According to the LVMH, handbags offers a great opportunity for brands to differentiate themselves from competitors in the form of shapes, textures, logo and metal components of the bags.By using Italian and French exports as a proxy, handbags sales posted CAGR of about 22% for Russia, 26% for China and 46% for India. Handbags have revealed to be the fastest growing category in luxury goods. The global market value forecast for 2016 fashion market will have a value of $2,155.1 billion, an increase of 21.2% from 2011.

Handbags were introduced to mankind in the 14th century where women would use handbags to carry money because pockets were not invented then. Later in that century, bags have quickly became a status oriented accessories carried by women to show prestigious status through handbag adornments. Bags then evolved to become wedding gifts, body fresheners and to hold food. It is during the Victorian era, more styles and fabrics were introduced due to the advancement of technology to make bags. The term handbag was developed in the 19th century. During early 1900s, handbags were made from leather to be used by both women and men as shopping bags for the ladies and briefcases for the mens. In 1930, shoulder bags, watches, clasp bags and clutches made their way into mainstream fashion. The bags were a form of art in conjunction of the Art Deco movement, which emphasized abstraction and new industrial materials, such as plastics and zippers. After World War II, economic prosperity propelled and handbags rose to become an iconic status and this is where design houses emerged, including Chanel, Louis Vuitton and Hermes. The handbag industry grew extensively from then and it is still growing until today.

5MANSUR GAVRIEL

Singapore luxury market has displayed a strong growth over the years as luxury goods have become an integral part of Singapore lifestyles. Although Singapore was affected by the euro crises, the do-mestic luxury goods market has however showed resilience with a significant growth of 13.8% CAGR from 2007 to 2012. Designer apparels accounted for 26% of the Singapore luxury goods market.Some of the important factors fueled the growth of luxury goods market such as, increased of gross domestic production, inclining income levels, growing population of upper middle class people, urbanization upsurge, shifting social atti-tudes towards display of wealth and others. Apart from that, Singapore being an international free port resulted in the increase of luxury products sales over the years. This results in a higher spend-ings by tourists in Singapore in comparison to its neighboring countries. Many premium interna-tional brands are looking forward to expand their investments and presence in Singapore. Singa-

pore is female orientated when it comes to fashion conscious demographic according to Euromoni-tors report. Singapore women are able to spend more of their average annual per capital income of over US$20,000 in 2013 on personal appear-ance. Women of age 25-44 year old are the domi-nant market segment in womens fashion in Singa-pore, making it ideal for fashion brands to target young working adults. The climate and consumer attitude determine the nature of fashion demand in Singapore. The 3 most important components of fashion in Singapore are jewelry, outerwear and handbags according to the report. Female Singa-pore consumers are willing to trade up given the variety of price points and brands to attain exclu-sivity and quality products. In 2013, the report reveals that selective store openings, the use of sponsorships, online engagements and retail part-nerships appeal the most to Singapore consumers.

NOTABLE SHIFT IN THE LUXURY ACCESSORIES MARKET DEMAND

LUXURY MARKET TRENDS IN SINGAPORE

KEY PLAYERS

Studies show that a majority of Singapore consumers still uses luxury goods to reflect their status and prefer conspicuous, heritage brands as a priority. However, there was a notable shift in the luxury accessories market, especially handbags, with consumers increasingly demand for understated luxury rather than bags with heavily monogrammed brand logos. This is due to the rising sophistication in consumers preferences to seek for brands that differentiate themselves from the rest. Euromonitor shows that the luxury market in Singapore is highly concentrated as of 2013. The more affordable luxury brands,

Ralph Lauren, Louis Vuitton, Gucci, Burberry and Prada still contributed to most of the sales of luxury accessories due to the consumer familiarity with the brads. On the other hand, affluent consumers are investing in higher end luxury such as Chanel and Hermes that represents exclusivity, ultimate status and supreme product quality. The shift of consumers preference to understated luxury benefitted brands such as Bottega Veneta. As of 2013, luxury brands boutiques are accounted for the mass sales of luxury goods. The high unit price luxury goods allows consumers to touch and feel the product physically

at the boutique before committing a purchase. Therefore, luxury brand players focus on creating the luxurious shopping environment to further attract consumers interest to indulge in the whole shopping experience. Besides that, online retailing gained share in 2013. Private shopping clubs such as Reebonz, offers attractive discounts and installments plans to recruit a strong customer following. However, the products authentic still continues to be the main concern of many consumers when purchasing online.

6 MANSUR GAVRIEL

COMPANY PROFILE

Mansur Gavriel started in April 2012 named after and founded by two innovative women, Rachel Mansur and Floriana Gavriel. Rachel Mansur graduated from Rhode Island School of Design for textile and has a passion for art. She went on pursuing her career in the art direction but ended up working several odd jobs, including dying dresses until the point where she started working for a start-up website and found her interest in business. As for Floriana Gavriel, she is a fashion design graduate herself, worked for Zac Posen as a stylist at New York and consecutively at Lanvin as a fashion designer. The duo met at a concert in 2010 and found out that they share a common interest in everything simple, clean but strong. They also realized how both of them admire Italian leather. Then, they went about to develop bags of their own. Bags that of clean cuts and beautiful stitches and of course, are made out from quality Italian leather. Due to the two are staying in different places, Rachel in Los Angeles and Floriana in Berlin, they communicated through email and made things work. In 2012, the cofounders met up in New York and started sourc-ing. Through many perseverance, they found an Italy company that specializes in have different color coated leather. Even though it is much cost effective to have the manufacturing in China, the duo con-sidered the carbon footprint in shipping the bags from China to Italy for the post-assemblage process, it is better to produce everything in the same place, Italy. In June 2014, they launched their first ever col-lection. They emailed buyers with images of the bags and went of trade shows and secured their accounts.

ABOUT THE DESIGNERS

7MANSUR GAVRIEL

ABOUT THE BRAND

BUSINESS OBJECTIVES

PRIMARY TARGET MARKET SECONDARY TARGET MARKET

BUSINESS MODEL

Mansur Gavriel started up with two style of bags, a drawstring Bucket Bag in Fiamma Bucket Bag in Brandy bucket bag and a horizontal

tote. Both of the bags have a unique trait

that represents the brand, which is the

contrasted but complimentary colored

interiors. The bags are all designed

with clean stitches with minimal to no

hardware to compliment to bag, beside

the discreet tiny gold brand lettering.

The starting off price of the bags were

$495 for the bucket bags and $485

for the horizontal tote bags, it is of a

contemporary price point for a staple

bag. The bags were quickly caught on

bloggers, editors, street style stars as

well as celebrities, such as, Kristen Dunst,

Emma Watson and Miranda Kerr. The

fathom of the bags escalated with 100

percent sell through rate every time the

bag hit stores, even with the popular

stockists, including NetaPorter,

Barneys, Bergdorf Goodman, Colette,

Opening Ceremony and many more. s.

Besides that, Mansur Cavriel also created

another phenomenal bag, which is the

coated leather backpack in the Fall/

Winter 2014 collection. The initial styles of

the bags had a natural hues ranging from

brown and black and quickly expanded

to more colors to meet with the demands

and style preferences. The interior colors

grew from red and blue to metallic silver,

gold and other vivid colors. The prices of

their products are priced from $460 to

$950. The company is able to find success in targeting women who want lowkey

luxury in bags.

VISIONStarting with a beautiful material and letting the essence of that be the predominant design element. (Rachel Mansur. 2013, Personal interview with Steven Alan) MISSIONTo create something that will be beautiful now and beautiful ten years later, at a contemporary price point. (Rachel Mansur. 2013, Personal interview with Nylon Magazine)

USPThe main concept of the brand is to be all about the material, mainly Italian vegetable tanned leather and how the material itself compliments the shape and form of the bags.

The idea of designing bags come

of the designers themselves that

are constantly seeking for the right

bag, something that is simple but

definitely a staple. The cofounders think that it is almost impossible to

find an IT bag that are not $1500 and above. That fueled their passion in

creating something that everyone

would and now love and afford. The

designers revealed that they are not

interested in keeping up with the

trends but to just have make their

products the right way.

The cofounders are high on quality

controlling their designs. The brand

currently works with only one factory in

Italy for manufacturing and production. The

company is still still in process of expanding

their from their six full time employees

based in NYC. Due to its growing fan base,

the company has the luxury of saying no, to

some wholesale orders so that the quality

of their bags would not diminish. Up till

today, the privately owned company have

launched their very own online retail, www.

mansurgavriel.com on June 2014 that allows

customer to customize the interior color of

the brand on their twotoned bags.

Mansur Gavriel targets women primarily of aged 25 - 34. Middletoupper

middle class Qualityconcerned

Minimalist Seeksfortimelessness Appreciatesversatility Moderatespend-

ing power on luxury goods

Mansur Gavriel has a secondarytargetmarketofwomen aged 25 and below. Socialite/bloggers Activelypursuing

fashion trends Hasapersonalincome

or strong family background

FashionEnthusiasts

8 MANSUR GAVRIEL

COMPETITORANALYSIS

BEING THE NEW PLAYER IN THE INDUSTRY, MANSUR

GAVRIEL THE BRAND ITSELF ARE PUT AGAINST DIFFERENT

COMPETITORS IN THE FASHION MARKETPLACE. BESIDES

THAT, BEING A NICHE BRAND, MANSUR GAVRIEL HAVE

GAINED EXCEPTIONAL POPULARITY ACROSS THE

COUNTRIES AND OF COURSE, IN SINGAPORE AS WELL.

SINGAPORE AS A WELL ESTABLISHED AND FAST PACED

ADAPTIVE COUNTRY, SINGAPORE CONSUMERS CONSIST

OF THOSE WHO HAVE BRANDS THAT THEY STAY LOYAL

TO AND THOSE THAT ARE STILL ACTIVELY SEEKING FOR

THE BRAND THAT APPEALS TO THEM THE MOST. THESE

BRANDS ARE DEEMED TO BE COMPETITORS OF MANSUR

GAVRIEL IN TERMS OF AESTHETICS RESEMBLANCE

OR MARKET SHARE IN SINGAPORE. COMPETITORS OF

MANSUR GAVRIEL IS CATEGORIZED INTO TWO, NAMELY,

ITS DIRECT COMPETITORS AND INDIRECT COMPETITORS.

9MANSUR GAVRIEL

Status anxiety was founded in 2005 from Sydney, Australia. Status Anxiety is named to mock the unquenchable desire of the society to show status, especially though fashion products .Their brand aesthetic is to show simplicity and durability in designs through premium leather ranging from high grade Italian, French and New Zealand leather. Status Anxiety is available online and in stores through retail stockists. The official website of Status Anxiety is statusanxiety.com.au which is based in Australia but still take on international orders and shipping. Their products can be found in over 400 fashion boutiques internationally. Status Anxiety claims that their appeal might be broad, but are not for the masses shows that they facilitating towards a niche market instead of the mainstream.

DIRECT

COMPETITOR

VISIONTo create an aspirational cult regardless of status that priorities functionality and the simplest form of design without the need for lavish branding.

MISSIONCreating timeless and classic pieces with the best quality and durability at reasonable prices.

USPEmbodying individuality and encourage personal expression through staple products made from the finest quality.

TARGET MARKET

Female&Maleaged20-35 years old. Workingclass Artists/AvidTraveller Non-conformist Nottrendfollowers Preferspractically Functionoverstyle Urbanllifestyle Organized Wantstomakesure

they are getting their

moneys worth when theymakeapurchase

Individualistic/unconventional

Seeksforluxuriousquality without concerning brand names

Enjoysquietgathering&coffeewithfriendsalike

10 MANSUR GAVRIEL

Founded in 2011, Building Blocks is an L.A. based design studio producing fashion accessories. The brand is founded by two sisters, Nancy and Kimberly Wu. The two sisters started off working corporate design jobs, Nancy in Nike and Kimberly at Honda. The two grew tired and opted to do something more creative and more for their personal interest. It was Kimberly who started collecting materials and making her own bags and blogging about it. It then quickly gained interest from friends and avid readers that requested to get the bags for themselves. The two sisters then quit their day jobs and joined forces together in an L.A. studio. The both of them are tired of fast fashion and trends that flashes by so quickly and decided that basic is what works best. Their designs came mainly from themselves, by designing what they would like, personally, and suites their needs. The concept of their designs is to strip down everything to the very basic form of it, hence the name Building Blocks, like how shapes slowly build up to something entirely different. For instances, a duffle bag would have the shape of a cylinder and a briefcase would have the shape of a rectangle. Their products are made available through stockists in 10 countries and also their official e-commerce, building--blocks. com.

DIRECT

COMPETITOR

VISIONTo clear away conventional standards of luxury by magnifying what is essen-tial and editing out excess.

MISSIONTo create fashion accessories that focuses on the idea of simple utilitarian materials, shapes and forms.

USPEncompassing the philosophy of starting from the square one and finding inspiration from there.

TARGET MARKET

Femaleconsumerfromage20-35yearsold. Workingclass Artstudent/

Photographer Independent-minded Prefersfunctionover

style Organized Minimalist Metropolitanlifestyle Optforthingsthatare

light and easy to carry Appreciatesstructures

and forms Effortlessandclean

lifestyle Unbiasedinmaking

purchase decisions Enjoythesimple

pleasures in life Takespleasurein

reading and blogging

11MANSUR GAVRIEL

Longchamp is a classic fashion accessories powerhouse that started in 1948 by Jean Cassegrain and now owned by his son, Philippe Cassegrain. Longchamps production capital is based in France by using leather sourced from France, Italy and Uruguay. Longchamp capitalizes on affordable luxury fashion market and have value of approximately 1.1billion Euros according to Forbes. As of 2012, Longchamps sales were 454 million Euros, an increase of nearly 75% sales from the year 2009. According to French newspaper La Croix, only 30% of Longchamps revenue comes from its home country of France. An additional 30% is from the rest of Europe, the Middle East, and Africa, with 25% in Asia and 15% in America. The revenue growth of Longchamp comes from their persistency to sticking to their affordable prices and expanding store locations. In 1993, the infamous Le Pliage foldable bags become the most popular line of Longchamp bags until today. Longchamps official storefront is made available in over 80 countries, online through its official e-store in select countries and in department stores

INDIRECT

COMPETITOR

VISIONTo remain the consistency of the brands timeless image.

MISSIONTo provide luxury and versatile fashion goods that are offering value for money.

USPVersatility and functionality of the leather goods.

TARGET MARKET

Male&Femaleagegrouprangingfrom18-40yearsold. Workingclass/

Student Traveller Prefersversatility Demandforvaluefor

money Optforthingsthatare

light, easy to carry and store

Goesfortimelessandeffortlesspieces

Preferstoshopforthings that are easily accessible

Conformist Urbanlifestyle Activeandfast-paced

lifestyle Spendsmostofthe

time traveling or working

12 MANSUR GAVRIEL

COS, meaning Collection Of Style is a brand under the H&M group launched in the year 2007. COS offers more classic designs and higher end materials adding to the H&M retail mix to compete with higher-end retail, like Zara. There are currently 75 COS stores worldwide as of 2013 and it is still expanding to 40 more storefronts in the coming years. The expansion of COS have fueled the companys sales by an increase of 11% compared to the previous years. In 2013, revenue generated rose to 32 billion kronor, which is an increase of 22% profile. The sister line also aids to target a more mature market to balance out H&Ms end of the market position. COS is available in 20 countries but only retails online in the European market.

INDIRECT

COMPETITOR

VISIONTo position the H&M Group to a higher end of the fast fashion apparel market.

MISSIONTo create minimalist, modern and understated quality basics designs without the luxury price tag of designer brands.

USPConcept of style over fashion by creating fashion pieces that combines fuses both classic and modern essences.

TARGET MARKET

Male&Femaleaged25-35 years old. Workingclass Familyorientated Confident Individualistic Preferssimplicityand

muted colors Modernminimalistic

lifestyle

Paysattentiontodetails

Seeksforhighstreetfashion at more affordableprices

Urbanlifestyle Enjoyssocializingover

coffeeandspendingquality time with family&friends

13MANSUR GAVRIEL

Zatchel is modern handmade British accessories brand founded in 2011 as a joint venture by director Dean Clarke and business partner, Brian Brady. The company act a manufacturer to its own productions on traditional leather goods that offers fun and the latest fashion stylings in equal measure. The classic satchels created by Zatchel are a form of trend reboot for the 21st century. The brand has quickly grown to become a go-to brand for leather accessories for both men, women and kids in a variety of colors and finishes. Zatchels currently has an international reach through own brands retail, wholesale and online sales. Zatchels stockist list spans through Japanm Philippines, Australia, Singapore, USA, China, Canada, Russia and Europe and often featured in Grazia, Company, Cosmopolitan, Instyle, as well as being worn by celebrities such as Jessie J, Alex Jones, McFly and Eliza Doolittle. ( Zatchels, 2011 )

INDIRECT

COMPETITOR

VISIONZatchels aim and continued philosophy is to design and create high quality leather bags and accessories in England. ( Dean Clarke. 2013, Personal interview )

MISSION To elevate Zatchels to be known as the classic British brand, with global recognition for the high quality and the versatility of its collections. ( Dean Clarke. 2013, Personal interview )

USPTruly British leather accessories label, with every piece being designed and manufactured in England using traditional manufacturing skills. ( Dean Clarke. 2013, Personal interview )

TARGET MARKET

Male&Femaleaged15-30years old. Middleclass Professionals/students Familyoriented Artistic Inneedofpracticality Lovespersonalizations

Appreciatesqualityand craftsmanship

Seeksfortimelesssimplicity with a modern essence

Urbanlifestyle Strongappreciation

for leather

14 MANSUR GAVRIEL

Product Price Place (distribution to Singapore)

Promotion

Mansur Gavriel For Women Only

(selected products

customizable)

Tote bags

Backpacks

Bucket bags

Clutches

Price Range: $600 - $1300

mansurgavriel.com

Stockist :

net-a-porter.com

ssense.com

openingceremony.us

shopbird.com

Featured in

fashion magazines

Exclusive editions

132k followers on

Instagram

Customization

Direct Competitors

Status Anxiety For Men & Women

Pouches

Wallets

Sling bags

Duffel bags

Backpacks

Price Range : $50 - $400

statusanxiety.com.au

Stockist :

The Editors Market

Robinsons

Benjamin Barker

Isetan

Tangs

Yacht21

Promotional video

16k followers on

Instagram

Building Blocks For Women Only

Sling bags

Duffel bags

Tote bags

Bucket bags

Rucksacks

Wallets

Bag accessories

Price Range : $100 - $1500

buildingblocks.com

Stockist :

Club21

Nana & Bird

Featured in art

magazine

Artist collabo-

rated projects

15MANSUR GAVRIEL

Product Price Place (distribution in Singapore)

Promotion

Indirect Competitors

Longchamp For Men & Women (selected products customizable) Womens bags

Mens bags

Small leather

goods Luggage and

travel bags Tech accessories

Shoes

Ready to wear

Price Range : $73 - $2200

Longchamp official

flagship stores :

Paragon

Changi Airport

Ion

Marina Bay Sands

Departmental stores : Takashimaya Isetan

Designers & artists

collaborations Promotional video

campaign 104k Instagram

followers

COS For Men & Women Menswear Womenswear Childrenswear Accessories Jewelry Shoes

Price Range : $9 - $400

COS official storefronts :

Ion

Westgate

Promotional video

Art installation

collaboration 117k followers on

Instagram

Zatchels For Men , Women and Kids Satchels Tote Bags Sling bags Backpack Clutches Luggage Tags iPad Cases

Price Range : $95 - $500

Online stockist doorstepluxury.comDepartmental stores : Robinsons Tangs

Lifetime guarantee on bags

Personalize engravings

Special editions Pop up stores

16 MANSUR GAVRIELC

OM

PE

TIT

ION

From the analysis and comparison, both Status Anxiety and Building Blocks share asimilar aesthetic and concept as Mansur Gavriel, by promoting simplicity and quality with affordable pricing in comparison with contemporary luxury brands but still ableto provide customers with opulent quality of worth. Mansur Gavriel has gained its popularity throughcelebritiesandbloggersravingaboutthebagsandithasquicklybecametheITbagin2014.However, itsexposure inSingaporestill remainedscarcedueto its lackofpromotionaladvertisinginSingaporeandalsotheAsiaMarket.Besidesthat,theaccessibilityofthebrandisalsohighlylimitedandthus,limitingitsawarenessfromthepublicseye.AsforStatusAnxietyandBuildingBlocks,bothbrandseventhoughhave littlerecognition,havephysicalproductsfordisplayandmadeavailableforpurchaseinSingaporeandhencegainingthemselvesanichemarketamongSingaporeans.

Asforindirectcompetitors,LongchampischosentobeoneofthecompetitorsbecauseofitsmassmarketshareinSingapore.Thebrandiswellknownonitsownanditisalmostanecessityfor every woman to own one of its durable and versatile nylon bag whether if its a handbag or atravelbag.Eventhoughitisdeemedtobeamainstreambrand,everyonewouldstillthinkofitasaclassicandabagthatwouldnevergooutofstyle.Longchampcertainlyhaveitsvisiblemarket in Singapore.The following indirect competitor would be COS. COS has gained itshypeinSingaporewithitsminimalmodernismstorefrontthatattractedalotofyoungstersandprofessionalstovisit.Itsqualityandsimplicityindesignshavewontheheartsofmanyshopperstobecomeafrequentbuyer.ThereasonofchoosingCOSasacompetitoristheminimalistdesignof their products and of course, their bags. Given the devotee of the brand itself, they would opt forCOSsbagswhenminimalismcomestomind.BesidesthatZatchels isoneof the indirectcompetitor of Mansur Gavriel because both brands share the same prime focus of leather in their products.ZatchelshavealsobecameoneofacultfavoritesbySingaporeconsumerswhichmakesthe brand a competitor of Mansur Gavriel.

Inconclusion,MansurGavrielhasdefinitelybecameastapleinmanystyleenthusiastsbuthaveyettopenetrateintotheSingaporemarketthatcouldpotentialincreaseitsrecognitionandsales.

17MANSUR GAVRIEL

MARKETPOSITION