GODDESSESTHE
Sachu GandotraSandra MagañaPiyada ViwattanapirugJasson SchrockRainhard Susanto
Project LeaderSilvia Barbieri / FutureBrand
AssistantsMarie-Pierre SchickelGeorgia Spanou
RESEARCH
CO.Import
EntranceIn-Store Atmosphere
Price & Promotion
CO.IMPORTVarious Offerings
Crowded
Key Findings
MUJICool | Minimal
Less is More
PECKHigh-End | Quality
Focused Selection
Other Retailers
PYLONESBright | Colourful | Fancy
Interesting
COIN CASAComfortable | Inspiring
Inviting | Conceptual
TIGERFancy
Surprise
Competitors
Rebranding
FantasyDesign
Functionality
Fashion
RebrandedCO.Import’s new direction
ONEEVERYDAYIDEA
CONSUMER TARGET
Target Consumers
Domestic goddesses always create warm, show-stopping eventsand they are the catalyst for communal gatherings
Domestic Goddess
Number of Store Visits
Grandmothers Single Women Homemakers Domestic Goddesses
Target Consumers
Any women can become a domestic goddess,even if it’s only for a day
Domestic Goddess
Number of Store Visits
Grandmothers Single Women Homemakers Domestic Goddesses
Who Are Domestic Goddesses?
DOMESTICGODDESS
Dreamer
Mother
Decorator
Savvy Influencer
Hostess
Entertainer
Shopper
Trendy
Working Woman
Loves To Cook
Sociable
Who Are Domestic Goddesses?
DOMESTICGODDESS
Dreamer
Mother
Decorator
Savvy Influencer
Hostess
Entertainer
Shopper
Trendy
Working Woman
Loves To Cook
Sociable
Domestic Goddesses
Worker Dreamer Decorator
Domestic Goddess' Needs
Affection Success
Discovery Pampering
CONCEPT
Using fresh ideas that appealto domestic goddesses and inspire
other women to become one as well, even if it’s only for a day
Private LabelConcept
Celebrate everydayas a special occassion
STOREATMOSPHERE
Focal Points
Uncluttered displays •showcasing private label items
Change the display layout at •least once every week
Lead consumers through the store usingeffective lighting & attractive displays
Display
Reduce the lighting level •of the entire store
Add multiple soft lights • for each display
Brightest areas of the store•
Lighting
Ambassadors: Goddess Training 101
Creating the perfect table setting
Essentials for a successful event
Product matching tips
Employees will be able to create
seductive store displays
Upsell products by recommending
complimentary pieces
LESSONS
Understanding Domestic Goddesses
BENEFITSSurprise
your specialones today!
PRIVATELABEL
Everyday Events
Reading a Romantic Novel
Dreaming about Summer Holiday
Garden Fresh
Snowy Day
Happy Mondays’
Mid-week blast!
Staycation with husband
Just baked!
Oven Fresh
Tea after shopping
Kids’ pranzo - Fun time
Party for no reason
Everyday Events
Everyday Events
Private LabelRelation with Product Categories
Kitchen
Decoration
Gift Ideas
Bathroom
Furnitures
Seasonal Collection Festive Collection
P l
Themes
Private LabelRelation with Product Categories
Kitchen
Decoration
Gift Ideas
Bathroom
Furnitures
Seasonal Collection Festive Collection
Private Labe l
Themes
Private LabelProduct Categorization
Rational | Minimalist
Worker
Private LabelProduct Categorization
Rational | Minimalist
Worker Dreamer
High Fashion | Playful
Private LabelProduct Categorization
Rational | Minimalist
Worker Dreamer Decorator
High Fashion | Playful Crafty | Traditional
Private LabelProduct Categorization
Every Women
Rational | Minimalist
Worker Dreamer Decorator
High Fashion | Playful Crafty | Traditional
Private LabelProduct Selection
StyleRational | Minimalist
MaterialsWood | Porcelain | Metals
FormOrganic | Square
ColorNatural Finish | Primary
Private LabelProduct Selection
StyleHigh Fashion | Playful
MaterialsPlastic | Acrylic | Metals
FormBreak All Rules | Innovative
ColorBright | Energetic
Private LabelProduct Selection
StyleCrafty | Traditional
MaterialsCeramic | Porcelain | Iron
FormCircular | Sinuous
ColorSubdued | Pleasant
Private LabelCategory Role
Buyers, vendors, and employees will use the
product selection guides.
Price points are similar among three line
New private label competes on differentiation
Service
DECORATION
Destination
KITCHEN
ENGAGEMENT
Do-It-Yourself Table
Shopping Bag & BoxesEnticing Bags & Boxes that would makethe shopping experience convenient & nice
Salute!Salute!
BuonAppetito
BuonAppetito
SCENARIO
Daydreaming
I Wish...
Window Shopping
Entrance Display
Ambassadors
Enticing Display
Purchasing
Aspiring Goddess
Purchasing
Aspiring Goddess
PurchasingDomestic Goddess
PurchasingDomestic Goddess
Purchasing
Back Home
Celebrating with Friends
By celebrating each day in a memorable way, Domestic Goddesses are motivated to live their life in style.
They are social catalysts that inspire other women to be like them.
Now those other women can...even if it’s only for one day.
Private Label &Domestic Goddess&
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