Of Plains & Prints
Affordable Fashion for working women
ChangePlains & Prints
Overview
History
Vision
Divisions
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
Million sales and billion order book
A values-ledbusiness
65 stores
- 35 company owned
- 28 franchise-owned
Ranks amongst the
Top 5 Women’s Apparel Brand
Operates under Raffco International
Ltd. Corp
Owners: Erickson and
Roxanne Farillas
Most Promising
Filipino Franchise
Outstanding Filipino
Retailer of the Year
Affordable Fashion for working women
2008 - Present
Road Ahead Global Expansion
Strategy
2000 - 2008
Expansion 45 Plains and Prints
outlets present all over major malls in key cities and across the provincial areas
Expansion in new malls and regions
1994 - 2000
Establishment With Plains and Prints
core values to adhere and provide only the best fabrics,
Gaining grounds in various local communities
1994
Foundation A mere 11 square
meter space in -augarated in Greenhills, Ortigas
Company HistorySerco OverviewPlains & Prints
Overview
History
Vision
Key Success Factors
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
Affordable Fashion for working women
Vision and goalPlains & Prints
Overview
History
Vision
Key Success Factors
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
Our goal We are committed to provide lifestyle products that will bring out the best in our
customers and create growth opportunities for our employees and in the process
be good corporate citizens, doing our part to make a difference
Our Vision To be a dynamic global retailer with a diverse portfolio of lifestyle brands,
accessible to all and delivering the ultimate shopping experience
Affordable Fashion for working women
Key Success FactorsPlains & Prints
Overview
History
Vision
Key Success Factors
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
Product Quality: Use only the best fabrics and implement quality control procedures to produce high quality products
Knowing the Target Market : Intimately knowing and understanding the target market enables Plains and Prints to create products that are suitable to the needs and tastes of the Target Market. It also enables to company to create campaigns that effectively talk to the customer and communicate the brand
Brand Image: Alignment in all customer touch points in order to ensure clear and consistent communication of the brand image Constant messaging and utilization of the different promotional channels in order to create a strong brand recall and image
Innovation: Introduction and implementation of new strategies in order to differentiate oneself from competitors (i.e. first in the local market to do collaborations with local designers)
Strong Team: Training and exposure to new technologies and trends to enhance the skills of the employees
Brand Experience : Consistency in delivering the promise of providing only the products with the highest quality, coupled with superior customer service
Maintain Good Relationships with Media Partners
Affordable Fashion for working women
LocationsPlains & Prints
Context
Serco in Health
Competition
Collborators
Overview
History
Vision
Key Success Factors
Product
Performance
Values
Locations
Presence in major malls in key cities
& provincial areas ; Placement in department
stores and company-owned stores
63 stores
• 35 company owned
• 28 franchise-owned
Store Atmosphere:
• Classic & elegant
• Distinct Scent
• Orderly Merchandising
• Signature Playlist
• Friendly and reliable staff
Store Area: 80 sq meters
Top Branches:
• Shangri-la
• Trinoma
• SM Megamall
• SM North Edsa
Affordable Fashion for working women
ProductPlains & Prints
Overview
History
Vision
Divisions
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
Style Philosophy:
Fashionable timeless pieces that offer
both comfort & style
Major Collections:— Spring/Summer (February)
— Holiday (November)
ProductsClothing: Fashionable Tops, Bottoms & Dresses
Basics: round-neck tees & denims
Others:
• Belts
• Necklaces
• Scarves
• Perfume
• Shoes
Affordable Fashion for working women
ValuesPlains & Prints
Overview
History
Vision
Divisions
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
To adhere and provide only the best fabrics, high quality products and stylish designs
Uplift the standards of the Philippine Retail Industry by providing world-class products
Bring in continuously evolving techniques and imaginative designs to create wonderful timeless fashion pieces that is evident in all of the designs
“Our values are a fundamentalpart of the way we work andinform every decision we make”Needs to change *
“By living these values, we makesure that we work responsiblyand that we deliver the excellentservice our customers deserve”Needs to change *
Affordable Fashion for working women
Strong Financial PerformancePlains & Prints
Overview
History
Vision
Divisions
Product
Context
Serco in Health
Competition
Collborators
Product
Performance
Values
Locations
2,5482,811
3,124
3,970
4,327
2006 2007 2008 2009 2010
5.8% 6.0%5.3%4.8% 5.1%
Revenue (£m)
123142
165
230
259
2006 2007 2008 2009 2010
5.8%6.0%
5.3%
4.8%5.1%
Adjusted operating profit (£m) and margin (%)
Revenue growth = +9% Adj. Operating profit = +13%
Affordable Fashion for working women
Political Factors Plains & Prints
Context
Political
Economic
Social
Technological
Customer
Competition
Collaborators
Environmental
• Garment Textile and Export Board(GTEB) is responsible for regulation, promotion, expansion and development of garment and textile industry in the Philippines.
• Retail Trade Liberalization Act(RTLA) helps foreign investors in retail industry.
• According to the current policy, taxes are 30% on base cost per garment.
• Difficulties in opening stores in some places in Philippines in fear of terrorist activities. SWOT
Recommendation
Affordable Fashion for working women
Economic Factors Plains & Prints
Context
Political
Economic
Social
Technological
Customer
Competition
Collaborators
Environmental
Philippines Retail Report forecasts growth from PHP 1.39 trn to PHP 1.74 trn by 2015.
On the supply side, Philippines garment industry is not as attractive as before due to high labor cost and emergence of other low cost producers.
Philippines needs to move up the market where rising labor cost become less important part of the cost of garment.
SWOT
Recommendations
Affordable Fashion for working women
Social FactorsPlains & Prints
Context
Political
Economic
Technological
Social
Customer
Competition
Collaborators
Environmental
SWOT
Recommendation
Fashion is very seasonal, response time becomes extremely crucial.
Women are known for frequent shopping of cloths and our survey has shown that they buy new clothes three times a month.
Filipinos have also started embracing the local brands like Plains and Prints who are now easily at par with their international counterparts.
Philippines in totality has many malls. The big scale mall caters to broad markets to attract critical masses.
Single women are preferred for the job in this sector as they are more detailed and conscious in their work than men.
.
Affordable Fashion for working women
Technological factorsPlains & Prints
Context
Political
Economic
Social
Customer
Competition
Collaborators
Environmental
Emergence of social media like face book, twitter and blogs are used to market the cloths as its cheaper and has wide reach.
Software like Retail Pro is used to keep track of raw materials and the finished goods inventory
Many retail outlets have started offering online services for their customers to buy and sell cloths.
SWOT
Recommendation
Technological
Affordable Fashion for working women
Environmental Factors
The production process of the cloths leads to cotton wastes, the disposal of which is a problem.
Plastic is used for packaging the finished goods which is non degradable material causing environmental pollution
Plains & Prints
Context
Political
Economic
Social
Environmental
Customer
Competition
Collaborators
Technological
SWOT
Recommendation
Affordable Fashion for working women
Target CustomerSerco Overview
Context
Customer
About Consumer
Profiling
Buy buy Why?
Buying Process
Positioning
Demographics:25- 35 year old working womanBelongs in the B and Upper C classBoth Married and SingleAverage Salary above P40,000
Average Monthly Salary of Consumer
Psychographics:Plains and Prints is made for forward thinking , modern
women who is in tune with the times. It belongs to women who are interested in fashion and enjoys dressing up but is
not a slave to the trends. She has a mind of her own. She knows what she wants & goes after what she wants. She is still building her career and is looking for more ways
to enhance her image through her look and personal branding.
Key Insight: I want to buy Fashionable YET Affordable clothes!
Competition
Collborators
Affordable Fashion for working women
Customer ProfilingSerco Overview
Context
Customer
About Consumer
Profiling
Buy but Why?
Buying Process
Positioning
• Plains and Prints can be conceived as a fashionable brand with 71% of the respondents saying that they buy clothes
from Plains Prints for Style and Affordable Fashion
Competition
Collborators
Affordable Fashion for working women
AIDASerco Overview
Context
Customer
About Consumer
Profiling
Buy but why?
Buying Process
Positioning
Awareness
*Advertising Channels: Billboards, Magazines, Internet, PR Events, Stores seen in the malls
Interest
*Word of Mouth
*Clothes worn by colleagues and celebrities
Desire
*Attractive Designs, Quality of Product
*Style fits my personality
Action
*The clothes look good on me!
*Affordability and Value for Money
Competition
Collborators
Affordable Fashion for working women
Buying ProcessSerco Overview
Context
Customer
About Consumer
Profiling
Buy but why?
Buying Process
Positioning
Problem
Recognition
•Where can I buy stylish clothes for office that will fit my budget?
•Where can I buy clothes that will suits my style
•Where can I buy the clothes that reflect the current trend?
Informatio
n Searc
h
•Internet: Blogs, Fashion Sites
•Magazines, Newspapers
Evaluation
of Alternativ
es
•What other stores offer the same style?
•Are the other stores more affordable?
•Do the other stores have better quality?
Purchase
Decision
•Do I need this now?
•Do I look good on this?
•Will I really wear this ?
Post-purch
ase decisi
on
•Did this satisfy my expectations?
•Will I be able to wear this again?
•Is the quality still the same after wearing this? (i.e. color not faded)Competition
Collborators
Partners to provide world-class Positioning
Serco Overview
Context
Customer
About Consumer
Profiling
Buy but why?
Buying Process
Positioning
“Plains & Prints caters to women who live and breathe fashion. The Plains and Prints target market is composed mostly of the young working women who want to keep up to the latest fashion trends yet stay within their budget. Plains & Prints has a good understanding of the customer’s needs & they create a timeless, elegant pieces & playfully stylish ones yet make it affordable”
Proposed Affordable fashion for the working woman
Competition
Collborators
Affordable Fashion for working women
CompetitorSerco Overview
Context
Customer
Competition
Collborators
Key Competitors
Pricing Matrix
“Specialty retailer of fashionable casual apparel, accessories and footwear targeted at girls between 16-34”
“A Fashion brand synonymous with class styles for young female professionals and young mothers “
Upwardly mobile consumers, educated and fashion savvy women and men of all ages
For women who embody, the laid back, casual lifestyle having preferences for stylish yet classic apperal
Comparative Positioning
Affordable Fashion for working women
Pricing MatrixSerco Overview
Context
Customer
Competition
Collborators
Key Competitors
Pricing Matrix
Comparative Positioning
No. of Stores
Metro Manila
Luzon Visayas
Mindanao
Ave store size (in sqm)
Kamiseta
50 17 16 9 7 100-150
Bayo 33 18 10 4 1 80-100
Kashieca
27 18 6 2 1 100-120
Maldita
21 14 - 5 2 50-70
Plains & Prints
65 27 21 10 7 80-120
Key Success Facators
Plains & Prints Kamiseta Bayo Kashieca Maldita
Weighting
C1 rating
C1 weighted
C2 rating
C2 weighted
C3 rating
C3 weighted
C4 rating
C4 weighted
C5 rating
C5 weighted
1.) Product Innovation
0.35
9.00
3.15
8.00
2.80
7.50
2.63
8.50
2.98
7.00
2.45
2.) Customer Focus
0.30
8.00
2.40
8.00
2.40
8.00
2.40
8.00
2.40
8.00
2.40
3.) Strong Team
0.20
8.00
1.60
7.50
1.50
7.00
1.40
7.00
1.40
7.50
1.50
4.) Brand Experience
0.15
8.00
1.60
7.50
1.13
8.00
1.20
7.50
1.13
7.50
1.13
1.00
33.00
8.75
31.00
7.83
30.50
7.63
31.00
7.90
30.00
7.48
Affordable Fashion for working women
Comparative PositioningSerco Overview
Context
Customer
Competition
Collaborators
Key Competitors
Pricing Matrix
Comparative Positioning
Kamiseta Bayo
Kashieca
Girly
WholesomeSophisticated
sexy
Professional
Maldita
Plains &
Prints
Key Competitors
Key Competitors
Affordable Fashion for working women
Comparative PositioningSerco Overview
Context
Customer
Competition
Collaborators
Key Competitors
Pricing Matrix
Comparative Positioning
Kamiseta Bayo
Kashieca
Girly
WholesomeSophisticated
sexy
Professional
Maldita
Plains &
Prints
About Partners
Key Competitors