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T.O.T Introduction

In: Business and Management

Submitted By kkyang
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THE FIRST
OPTICAL CONCEPT STORE
JEM @ Jurong East

©Private & confidential. Property of Nanyang Optical Group.

CONTENTS
• • • • • • • Understanding JEM Population Demographics Master Plan for the West The Target Audience Business Sense Project T.O.T. Merchandising Plan

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UNDERSTANDING JEM UNDERSTANDING JEM

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JEM’s Anchor Tenants & Positioning
• Jem™ is the first lifestyle hub in west Singapore located at the heart of the Jurong precinct. • Key retail anchors include FairPrice Xtra, a 70,000sf hypermarket providing daily essentials on B1; Robinsons, bringing with it 4 levels worth of international brands; H&M, the Swedish fashion brand's second triplex outlet in Singapore; Uniqlo, a 17,000sf duplex with direct access from the MRT; Robinsons, Marks and Spencer, its largest suburban outlet in Singapore; and Koufu, a 18,000 sf food court on L5, located right next to Cathay, the largest cinema multiplex in the West with daily midnight movies

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www.jem.sg

JEM Flythrough Video • http://www.youtube.com/watch?v =du1g3dMTB8M&feature=youtu.be

Retail+ Office space

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POPULATION DEMOGRAPHICS POPULATION DEMOGRAPHICS

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Understanding the Jurong East Population

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http://www.citypopulation.de/Singapore.html#Stadt_alpha

- Age group with highest population in Jurong East: 25-29, 35-39, 50-54, 65 & over

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- Dwelling types: 90% HDB at Jurong East area

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- Highest qualification attained: Almost 50% of population with PostSecondary/Poly/Professional Qualifications & Diploma/Uni qualifications

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- Gross monthly income: Over 55% earning $3,000 and above

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MASTER PLAN FOR THE WEST MASTER PLAN FOR THE WEST

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Master Plan for the West
• The area around the Jurong East MRT Station (to be known as Jurong Gateway) will be developed into an attractive commercial hub serving the west region, outside the city centre • A new and unique leisure destination will be created around Jurong Lake (to be known as Lakeside) with edutainment attractions for the whole family • Jurong Lake will be brought closer to Jurong Gateway through the introduction of possible new waterways and pedestrian linkages • The sense of greenery will be heightened with new landscaped open spaces and park connectors at the street-level and skyrise greenery in buildings • An integrated network of pedestrian walkways between buildings and public facilities will be created

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Source: http://www.ura.gov.sg/pr/text/2008/pr08-38.html

• • • •

Retail buildings nearby: IMM, JCube, Jurong Point, Clementi Mall, West Mall, Westgate (coming soon) Dwellings: HDB flats, condos Educational Institutions: NTU, NUS, Secondary schools, Primary schools Lakeside – hotel (coming soon)

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THE TARGET AUDIENCE THE TARGET AUDIENCE

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Consumer Psychographics
Target Market Primary: 20s – 30s, PMETs Secondary: 40s and above, young at heart Personality/Attitude • This is “ME” – strong desire to possess material items that create a distinctive “me” ( 我就是我 !) • Exhibitionist behaviour • Spender type; pamper myself with what I want to own

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Interest/Lifestyle  Technology and trend savvy – active smartphone owner  Active on at least 3 social networks (Facebook, Instagram, Pinterest, Twitter, Google+ etc)  Belong to several “communities”  Media diet comprises of vibrant platforms including blogs, lookbooks, lifestyle reads, niche titles  Possess a virtual identity in the online world  Prefer non-mainstream brands to differentiate from others. With successful buy-in, they tend to be brand loyal and broadcast WOM; key opinion leaders behaviour (KOL)  Has disposable income to support material wants  Enjoys fresh, new and fun things – evolving appetite

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The Irony of Gen Y’s
Gen Y’s choice of clothing can be influenced by many factors such as individuality, functionality, prestige, social infuences, purchase situation and other psychological variables. Individuality at this stage in their life is of paramount importance as they are at a period of transition where they are still searching and learning to establish their individual identities (Eadie et al., 1999). Maintain commitment to the group by stating their “allegiance to, and being seen, in culturally accepted” brands (Schroeder and Salzer-Morling, 2005: 160).

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Source: The Journal of the South East Asia on Gen Y’s Choice of Clothing for Communications and Humanities

BUSINESS SENSE BUSINESS SENSE

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Business Model
Price $

AX JEM STORE T.O.T. NYO

Product range

The evolution of consumers’ lifestyles, habits, demands, needs and acceptance of a fresh perspective (pun intended!), this spurred the development of a never-before optical concept store that targets this new generation. It’s a timely strategy: T.O.T. fills the gap between the premium boutique and the mass retail.
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PROJECT: T.O.T. PROJECT: T.O.T.

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Brand Story
The power of visual attraction and beyond. T.O.T. shakes up the optical industry to spearhead an eyewear awakening, advocating new world trends and styles for individual personalities. Choose your defining identity; show it off with quality pieces professionally fitted for each wearer. Create a visual statement like no other. The Optique of Tomorrow.

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MERCHANDISING PLAN MERCHANDISING PLAN

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Proposed Product Portfolio – T.O.T.
SPD/J.F. REY/BOZ/MIKLI GLOSSI/URBAND GRILLE/URBAND IMPERIAL/LAFONT Tier A (15%)
> $400

SUPERRETROFUTURE (SG)/SUBCREW(SG)/SUPERDRY(O)/ISSY & LA/ETNIA BARCELONA/GRRIFFI/KIKSTYO/BEARBRICK/CARERRA PAUL FRANK (SG+O) Tier B (55%)
$201 ~ $400

GROOVY/UNDEFINED Tier C (30%)
$100 ~ $200
*List is non-exhaustive and subjected to review.
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*BLUE = staples *ORANGE = niche/new brands

Some specially curated brands include: • Street style: SUPER, Superdry, Grriffi, Be@rbrick, J.F. Rey, Paul Frank • Eccentric Fashion/Arty: BOZ, Lafont • Independent: Etnia Barcelona • Streetwear: Kikstyo, Subcrew, 9Five, Swagger • Pop Culture: Tokidoki • Specialty brands: (Premium) Glossi, Urband; (Starters) Undefined, Groovy
*List is non-exhaustive and subjected to review.

While stock last.

Limited Time Concept:
Selected brands brought in for a limited time only – here today, gone tomorrow! To create excitement and exclusivity amongst this niche group of followers.
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Introduction to Brands
• SUPER, by RETROSUPERFUTURE®, ignited the phenomenon of acetate sunglasses. They are made in multiple color graduations, which has generated a big trend starting in 2007. Super is the 1rst brand to produce a complete range of colorful fashion sunglasses combining these characteristics together with a very high quality manufacturing process. SUPER sunglasses are made to the highest possible standards, hand made in Italy by the best manufacturers and with the best materials. SuperGroup plc is a British based international branded clothing company, and owner of the Superdry label. Superdry products combine vintage Americana styling with Japanese inspired graphics. The finer details and premium quality have earned them fans worldwide for their eyewear line. Their frames are all about the little details; brushed 'worn' acetate, real Japanese bamboo temples, 7 barrel hinges, and laseretched text. The collection incorporates cat's eyes, half frames (Clubmaster-style), Wayfarer shapes, as well as round frames such as the Depp and Holly models With its footings in Hong Kong, Subcrew has earned its place in top lists for streetwear brands. Celebrated by its founder, actor Sam Lee, Frankie, Kobe. In today's fast paced and multi faced fashion industry, the brand does not conform under pressure but stands their ground and maintains a sense individuality and originality. SUBCREW embodies the spirit of unity, which resonates well within the brand thus paving the way Cultural icon Shinichi Izaki started and designs for Kikstyo, producing a line almost entirely consisting of streetwear including apparel, shoes and even frames. Definitely a success story for streetwear and recognized as another of Japan’s work of art.









Grrif brand of frames from Japan, is known for its quality and sleek, lightweight designs. With quirky styles on acetate frames or pure titanium, this brand has taken Asian fans by storm with its pieces of arts.

©Private & confidential. Property of Nanyang Optical Group.

Look forward to unveil…
The Optique of Tomorrow

©Private & confidential. Property of Nanyang Optical Group.…...

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