Distribution

• Shop

Concerning the bricks-and-mortar shops, we have decided to open the first shop in Brussels. As one knows, Brussels is the capital of Belgium and houses around 1.2 million inhabitants.

We have chosen to open a shop because we have noticed in our survey that most people would still rather buy in bricks-and-mortar shops so they can try on our products. We also believe that we can make a big part of our branding through our shop and contact with clients.

• Website (order online)

We would also like to create a website. We have seen that today, it is essential to be on the internet. However we only sell and deliver in Belgium because we promote eco-friendly values and we do not want export the products because we are against pollution. However we want to export the concept in the future.

We also don’t export because we want to keep the “scarcity effect”. By scarcity effect we mean that people are usually attracted by what is hard to find (like Victoria Secret and Abercrombie&Fitch).
 

As mentionned in the maket analysis, people are afraid of buying online. Therefore, we will offer them the possibility to send back the products for free if they do not fit them.

Communication

The generation Y uses the most the “word-of-mouth” as well as Facebook and Youtube. 81,4% of them connect to Facebook several times a day.

Given our target's age, our communication will mainly be based on a Facebook page and on an instagram account that will be often updated. We shall post news about our shop but also about our new partnerships and about new arrivals. When a customer buys a tee-shirt, he will receive a sticker he can put anywhere (on his car, computer, fridge, skateboard, folder,...) We also intend to send (by email) a monthly newsletter in order to share our new arrivals, photography contests (people send us a photo of them wearing our tee-shirt and we shall post them on Facebook or instagram, the winner, the one who gets most "likes" gets to be on our website). We aim to create a feeling of proximity with our clients and photographers and to bring e real art experience.