Konsanszky goes abroad How to find the perfect european market [305505]

[anonimizat]?

Krisztina Kárpáti Franciska Gáll

Consultant Student: [anonimizat]

2018

Statement

Main chapters

Introduction

Why I chose this topic

In the following pages I [anonimizat]-[anonimizat]. When I was 17 years old, I started my model career with Konsanszky campaign shoot. [anonimizat]. In the first year at the summer intership at Mod’Art, my first thought was that, I want to acquire new experiences at this brand. I started work as a sales assistant at the company. From the beginning, I could take a [anonimizat], sales and marketing commitments. [anonimizat], [anonimizat] I can stay and work longer together.

Over this years, I approximate to a [anonimizat] I could learn exactly how fashion industry works.

[anonimizat], [anonimizat], I think the brand is more relevant abroad. [anonimizat].

[anonimizat], which could enhance the income of the company and raise the fame of the brand worldwide. Firstly, I did a [anonimizat], [anonimizat] I [anonimizat], showrooms, and fashion shows opportunites.

[anonimizat] a conclusion that shows the best selling options for the brand in the next two seasons.

[anonimizat] 09.03.1969.

Dora began her studies in 1982 [anonimizat] 1991 as leather and clothing designer. [anonimizat] 1989-1990 [anonimizat] École Chambre Syndicale de la Couture Parisienne. The parisian haute couture school teaches the professional 3-[anonimizat], and the hungarian designer degree founded her design concept.

Clothes are displayed in the structualisim and the duality of feminity incorporate the effect of the designer and picuancy of french couture. [anonimizat] a stylist for magazines. After some self fashion shows appeared her first fashion video in Fashion TV in 2001.

From 1991, Dora is a member of the Association of Hungarian Creative Artists.

[anonimizat]/personal orders and stylist works. Some of the famous people liked wearing and advertising her costumes/dresses/clothes.

In 2006 [anonimizat], she came up with 2 new collections per year.

Dora obtained „the best designer of the year” prises in 2008 on Hungarian Fashion Awards and 2010 on Glamour Women of the Year.

[anonimizat] a [anonimizat].

Nowadays, [anonimizat].

[anonimizat], edgy, [anonimizat], buttons. Konsanszky is a significant brand in the contemporary Hungarian fashion, with luxuorius materials, unique tailoring technique and high quality.

Target market

The message of the brand: Strenght, confidence and consciousness represented by women.

The target group of Konsanszky are women between 25-45 years. These women loves the cool, edgy, little sporty but not challenging style. This does not mean that they would dissapear in the crowd, but likes to turn attention to the environment in the development of sophisticated solutions. They take care of the main customers are household mothers, lawyers, dentists, artists etc…

Persona

Kate is a 28 years old woman, working as a lawyer, earn monthly circa 2.000.000 HUF (6000 EUR) and lives in London. She is single, confident, dynamic, successful and purposeful. Her style is feminine and that is the reason why she dresses always elegant at her workplace. In her freetime, she loves wearing the lazy, cosy, sporty, unisex style. She loves art, music and travel, and always looking for new challanges, experiences. For every occasion she can find the perfect Konsanszky outfit, whether it is negotiation, conference, office party (beanfeast), or leisure.

Business Look Elegant-Party look Casual-Lazy look

Ennyi pénzt lehet keresni Angliában a 125 legtipikusabb munkával

Operation

Konsanszky Dora’s own brand started as a family enterprise in 2008 and evolved slowly but surely over the years. Nowadays a whole team helps her dreams come true: modeling team, sewers, marketing and sales managers and a fitting model. The company has field-workers as well: Accountant, Lawyer and IT. In the future, it’s necessary to employ more sewers, practiced sales and marketing managers, Photographer and Graphic Artist. Dora opend her first own showroom in 2015, which is an industrial sewing workshop and office at the same time in Budapest. The manufacturing, production and operational processes are managed in Hungary, the material are purchased from Italy and France.

The company gained a huge investment from the Hungarian Széchenyi Tőkealap – Capital Venture Fund Management with 167 million hungarian Forint (539.000 EUR). The fund manager is a full member of the Hungarian Venture Capital Alliance (HVCA). Széchenyi Venture Capital Fund was launched in 2011, with the aim to help Hungarian small and medium sized entreprises access equity financing, which they had been lacking. Széchenyi Venture Capital Fund (abbreviated as SZTA) is managed by the 100% state-owned Széchenyi Venture Capital Fund Management Ltd. During the years of its operation, the staff of Széchenyi Venture Capital Fund gained in-depth knowledge of the market relations, trends and demands in the health, energy and fashion industries among others, which is put to use during the business and financial consulting services offered to portfolio companies. The Fund can assist their successful operation, thereby actively contributing to promoting the international competitiveness of the given sectors. The Fund usually gains a 10-49% ownership and acts as a silent partner. The Konsanszky Team has had to demonstrate that the brand has enough value, a clear future vision, and an appropriate management for this financial support. They had to prove the method of processing, selection of raw materials, suppliers and subcontractors and the accessibility of the potential target market. The company have gone through nearly 100 hours of hard work, professional, legal and financial validation. It was a huge advantage, that for Széchényi Venture Capital Fund, Konsanszky was not their first investment in fashion industry. They already invested in Hungarian fashion brands Abodi and Aeron, thereby they could introduce their newest collection on London and Madrid Fashion Weeks. The investment will be used for good purposes, trying to improve/increase orders, strenghten the management, and develop the international focus and technology side as well.

http://www.szechenyi.szta.hu/english/

http://www.blog.szta.hu/nagy-sikert-aratott-az-aeron-divatmarka-madridban/

http://www.blog.szta.hu/egyre-ismertebbek-kulfoldon-a-magyar-divatmarkak/

Hungarian market and the hungarian customers are very important for Konsanszky, but Hungary is a very small country and the brand should focus on opening to the international market as well. In additon, fortunately the hungarian customers are becoming more open to the hungarian made products and wearing the clothes of hungarian fashion designers with proud.

Competitors

Konsanszky’s competitors brands in Hungary are Anda, Nubu, Kata Szegedi, but the company highly stands out from the crowd with innovative, forward-thinking ideas and unique production. Abroad, Dora’s design is similar to Rick Owens, Damir Doma, Helmut Lang, Ann Demulemeester, Zucca and Isabel Marant.

Price Rick Owens

Damir Doma, Ann Demulemeester, Helmut Lang

Konsanszky

Zucca

Kata Szegedi

NUBU

Quality

Konsanszky 4P

Product: Konsanszky has a huge product range, everyone can find a favourite piece of the collections: T-shirt, Tops, Blouses, Trousers, Coats, Jumpers, Skirts, Dresses, for workdays and festive occasions as well. The raw-materials are luxury, the Designer orders fabrics from Italy and France. The speciality and uniqueness of the brand is that we can wear the clothes in different ways. For example, the up and down coats and dresses with sleeves and without sleeves. The most iconic and window piece items are the garments of washable lamb leather.

The washable lamb leather:

Konsanszky leads the way in leather innovation, a unique material that can be washed without shrinking, stretching, spotting or fading. You may hand wash this Konsanszky garment in the comfort of your home easily, without the hassle of taking it to a leather cleaner specialist. All of washable leather pieces must be hand washed and hung to dry. This washable lamb leather only can find besides us at Rick Owens in Paris. In the school we have studied that it is an important issue for the brand to protect the conditions of their workers and also to figure out where to produce the garments. Despite this, it is very expensive to produce in Europe, mainly in Hungary. The samples of the collection are made by one production manager and three sewers. The mass production is done by outsider produce companies. Moreover, Konsanszky is recognized easily by the labels of the clothes, the nice packaging and the manual.

2. Price:

Konsanszky uses a special price stategy. The prices start high and the products have novelty which is able to compete in the fashion industry.

Retail prices in our Showroom: WEBSHOP ÁRAK!!!

• Tops, T-shirts, Blouses between: (15.000-30.000 HUF / 40 -100 EUR)

• Trousers, Skirts, Dresses between: (45.000-80.000 HUF) / 150 -250 EUR)

• Coats, Jackets between: (80.000-120.000 HUF) / 250 – 380 EUR)

Jewelleries, accessories, belts: (10.000-30.000. HUF) / 35 – 100 EUR)

Washable lamb leather products (65.000 – 300.000 HUF)/ 200 – 800 EUR)

We only offer discounts and sales actions to our loyalty customers, it can be even 20%-30% off the retail prices.

3.Place:

Since 2016, Konsanszky has an own Showroom in Budapest, which functions as an office and atelier at the same time. The Showroom located in the luxury quarter of Budapest, in the first district. This building split over two floors, downstairs the atelier, upstairs the showroom and two office rooms. We are waiting for the customers by announced appointments, welcomed with champagne and 20%-30% discounts. Sizing and cutting clothes has a pivotal role in our customers needs, therefore we are open-minded for every requests.

Konsanszky is available in 7 hungarian designer stores: Mono Fashion Concept store, Hababa designer store, Palmetta Atelier, Berlin store Budapest, HOF showroom, My Day Collection and Klauzál1 store.

Currently, we can also find the brand abroad in Paris at IDAO showroom, in Berlin at Oukan multibrand store, in Canada at Kokko Luxury Boutique, in Cairo at Boutique 51 and B2B Media LTD in London.

Moreover, Konsanszky has its own webshop on konsanszky.com and available on Wolf & Badger.com, E-bay.de and Amazon.de websites.

4. Promotion:

The brand has worked for many famous domestic and foreign magazines. One of the most famous: Vogue China, NEO2, Die Presse, Wonderland, Flair, UMNO, Marie Claire, Glamour magazine, Instyle magazine, Philosophy and Forbes. Most of them were interviews with the designer and the debut of a new collection. Moreover, we gave often the most iconic pieces of the newest collection for editorial shootings or Bazaar pages. Besides them, the brand is active monthy in online releases like on vogue.it, style.com, models.com, njal.com, trendhunter.com, and businessoffashion.com.

Fashion Shows

The brand presents the catwalk shows in each season with the latest collection. Among other things, the brand participated in Amsterdam, Tokyo Fashion Weeks, and Mercedes-Benz Central Europe Budapest Fashion week and Marie Claire Fashion Days Budapest.

Social Media

Konsanszky is available on social media platforms like: Facebook (4600 Followers), Instagram (3600 Followers), where the Followers are always up to date with the new products, collections, sales promotions and events. We are creating posts every day, but we have to care about the different posting options on this sites. On Facebook, we communicate mostly sales events, fashion shows and media publications, on Instagram we can share product and lookbook pictures, styling tips, videos, and mood contents. Our aim is to improve the number of followers and raise the fame of the brand. We want that, the followers could identify with Konsanszky and feel the extravagant, avant-garde mood, what we transmit to them.

The Muse: Szjerdene

The music meets Konsanszky . Dóra’s SS16 collection was inspired by the British singer, Szjerdene. The fashion designer, Dora, grew up in a music lover family. Undeniably, she likes the special, not "popular" music styles which is not favored by the masses. That is why her choice fell on the famous British soul-jazz dancer, Szjerdene. The singer mixes instrumental and electronic music elements, which results in a totally unique and inimitable sound. However, Dora does not watch music video clips, according to her, there are few visions that can touch her, rather she focuses on the sound and audio. Dora SS16 iconic emarald green silk dress is named by the Szjeredene which she wore after the Ibiza photo shoot. According to the singer, wearing this dress feels like she can fly easily.

Beside Szjerdene, the brand also dresses very famous hungarian singers, actresses, artists on official red carpet events, concerts, tv interviews or opening ceremonies.

Our biggest honour was to dressing Zsófia Szamosi actress in a poppy red Jumpsuit, when the hungarian short film Mindenki (Everyone) won the prize on Oscar Awards in 2017.

This year the hungarian movie On Body and Soul was nominate on Berlin, Mumbai and Zurich Filmfestivals and on Oscar Award as well, and the leading actress Alexandra Borbely was dressed by us in Konsanszky black washable leather jacket and trousers in Zurich. Fortunately, many hungarian singers already chose for her concerts an iconic Konsanszky piece, like Katya Tompos and Bori Peterfy.

INTRODUCE A NEW MARKETING STRATEGY – YOUTUBE

As a new innovation of promoting the brand, I would like to introduce a new marketing strategy: The get dress videos on Youtube.

Youtube is the most famous public video sharing channel of the world with 1 billion visitors per month. Among music and movie video clips, the fashion shows and fashion Influencer videos are the most viewed contents on Youtube channels. According to my research, 90% of young adults watch Youtube videos every day, and spend 2 hours per day on it. Third of them are between 20-28 years old, and buy clothes or beauty items, after they saw it in their favourite Influencer posted video. We have to take this advantages of Youtube, and gain this new target group for the brand. When I worked in Paris as a Model, I made a few 2 minutes get dressed videos for www.dressingqueen.com at the parisian sights. This videos start with a model in underwear after she start getting dressed in the following pieces (blouse, t-shirt, trousers, jackets, coats, shoes) and finish with accessories and the prices of the looks. This videos are watched by more than 500 people. First, we should hire a very good camera-man and video editor, this cost 100.000 HUF (320 EUR) per day. Moreover, the brand need for this videos a hair and make-up artist, stylist and a model or a famous fashion influencer. They payment for 1 day costs 50.000 HUF (160 EUR) per person, so overall, the Team is available from 200.000 HUF (650 EUR). We would apply to the Hungarian Government Bureau for a shooting licence at the famous monuments in Budapest (Heroes Square, Buda-Castle, St. Stephens basilica etc… ). This new strategy could be profitabe for the brand, if we create monthly 2-3 videos and this bring new customers with it. Konsanszky could be more popular, if we make this videos all around in Europe, where we sell our products.

Konsanszky SWOT analysis

Konsanszky SS18 collection

SS/18 Collection: Encryption/Art Encoded/Encoded Art

The Portico Quartet’s Art in the Age of Automization classical and electronical tunes – where visuality can be heard – inspired the designer to create her brand new collection. Avantgar- de and minimalist styles lead the new spring-summer collec- tion again, but now the spirit of the brand has been encoded into the dresses, literally. We can read the binary code of the Konsanszky name on hidden or at times on visible details of the clothes. The encoding of the brand’s name is the main graphical part of the SS 18 collection. The mystery of life is in this modern way of inspirational musicality, as is an openness towards novelty. The pieces of the collection are interchangeable between the two gender: women pants were got masculine cut, yet masculi- nity does not overwhelm on the collection, moreover feminity vibrates throughout. Combining materials, Konsanszky composes a visual infrastructure, collated from music, geometry and from the style notes of the brand. The encrypted mystery is in the spatiality of the dresses, where every woman can find her own mystery and discover her own encrypted messages. Iridescent flame orange works its magic near blacks, whites and beiges. This sophisticated strong orange colour emerges distinctly from the “non-co- lours”, with the black and white they are strengthen and subdue each other.

Konsanszky numbers bring an edgy look to the fineness of the ultra light fabrics. Washable lamb leather, pure silk, floss, poplin, cotton and viscose jer- sey, flax, cotton canvas and elastic jogging-jeans materials live together with creation’s unique name: Cryptonit, Wook, Phonix, Awake, Hybrid, Indira, Shade. www.konsanszky.com

Konsanszky AW18 collection

This year the brand Konsanszky celebrate 10th anniversary, and this was the inspiration for the designer for the AW18 collection. Dora Konsanszky’s world is one of the most sophisticated & unique chic vision in the Hungarian fashion area. Luxurious materials and tailoring techiques of the highest quality involve the poetic French couture and delicate structuralism. With this latest anniversary collection the designer wants to salute her beloved so far work which is more than a work. In the collection the prints are made by using her École de la Chambre Syndicale diplome. The other motif is a vaporize hand tattoo photo with the significant details of the diplome, using as a new body accessory. This is the origin of the brand’s birth which based on the designer’s spending years in this elegant parisian fashion school. The essence of the collection made by to redesign the most successful & iconic pieces of the last ten years. The dominant colours of the collection are powder, smalt blue, light poison green, bright yellow & black. Used materials are washable lamb leather, wool coat fabric, washable silk with elastane, 100% cotton, cotton based elastic velvet, wool polyamide, wool-elastane based shirt fabric.

Pop-Up Store in Budapest

In this chapter, I will analyze the plan, about opening a POP-UP Store for 3 months in the heart of Budapest.

Based on our experiences in the last 2 years the Konsanszky Showroom in Buda is out of the view of our customers. We often organized big sale events, we sent invitations and newsletters for our regular customers, and create official social media advertisments on festive seasons (Santa Claus, Christmas, Valentines Day, Mothers Day, Eastern etc … ) and in sales periods. We always offered 50%-70% discounts without any big success, because the numbers indicates to the contrary. After every sales event our income was around 200.000- 300.000 Ft. Most of them were jewelleries, accessorizes and some cheaper tops, shirts and trousers. We sold very rarely the iconic pieces with wholesale price, like fur vests, washable leather shorts or jackets and silk dresses.

On further investigations and conferences, we decided to open a POP-UP store in the city center of Budapest. I do research, and found very good small permises with 45 square meter with 300.000 HUF (1000 EUR) rental fee per month. According to my findings, we need some equipments and furnitures like lights, counter, chairs, shelves, mirrors and fitting rooms. I would like to design the store with the most specific colours and motifs of the brand, simply black and white with strong attitude forms. In the beginning, we do not need to create a new collection because we will sell the latest collection and some iconic pieces. We have to spend 300.000-500.000 HUF (1000-1500 EUR) per month on marketing activities like adverts in fashion and glossy magazines and on the streets close to our store and tourist attractions. Moreover, we should take care of our store and collection insurance and 2 shop assistants. Of course, we can’t ignore the opening times. The most efficent strategy if our POP-UP store is open every day from 11:00 until 19:00, because of the tourists and customers duty hours.

According to my calculations, if we want to gain profit, we will have to reach more than 180.000 Ft (ca 600 EUR) revenue per day with 3 or 4 sold pieces with 60.000 HUF retail price (190 EUR).

It’s a very important task to organize a store opening party. We will invite approximately 150-200 guests and order catering and champagne in value 300.000 HUF (1000 EUR). We should hire 3 waitresses, 3 models, 1-1 hairdresser and make-up artist for a small fashion presentation. We would like to invite singer, Kátya Tompos, who we dress many times for her concerts. As a gift for our customers we will prepare goody bags in value 10.000 HUF (30 EUR) (jewellery, lookbook, fragance or detergent sample and sweets). Furthermore we will give 20% discount on this party for each items. All in all, this party will cost almost 2.000.000. Ft. (ca 6500 EUR)

To draw the conclusion, this project could be very profitable for the company.

The Pop-Up store will open for 3 months in September. I will sell the actual AW18 collection (ca 120 products) in the following sizes: S/M/L (36-38-40)

The opening times of the Pop-Up store: Monday – Sunday from 10:00 – til 19:00

Break-even point counting:

Mean price of the products in gross: 60.000 HUF / 190 EUR

Two multiplier on products

60.000: 2 = 30.000 Ft prime costs /190:2 = 95 EUR

Havi 2 Munkavállaló bér+ havi bérleti díj+ havi reklámdíj összesen

(1.500.000 * X)* 1,27 = 2 X

2.000.000 * 1,27 X = 2 X

2.000.000 = 0,73 X

X = 2.750.000 Ft / eladott áru beszerzési költsége

X= 2.750.000* 2

X= 5.500.000 Ft-os forgalmat kell havonta bonyolítani

5.500.000/30 nap = 180.000 Ft-os forgalmat kell naponta csinálni

180.000/60.000 Ft = 3 –> 3 terméket kéne eladni naponta!!!

OPENING STORE PARTY:

5th of September 2018/ Wednesday 18:00/ 6 pm

Number of Guests: 150-200 people

20% off of the items on this event

Catering/Tapas dinner: 150.000 Ft /480 EUR

Champagne: 80.000 Ft / 260 EUR

Waiters: 3 fő/ 25.000 Ft/fő /80 EUR/person

Models: 3 fő / 25.000 Ft/fő / 80 EUR /model

1 Make-up artist/1 Hair-stylist: 40.000 Ft/fő / 120 EUR/ person

Goodie bags with simple Konsanszky bracelet: 10.000 Ft/db / 30 EUR/bag

Tompos Kátya singer for the event: 75.000 Ft / 240 EUR

SUB TOTAL CIRCA: 2.000.000 Ft / 6500 EUR

Konsanszky in Vienna:

Why Vienna?

According to my research, the salaries in Austria is higher, circa twice as much in Hungary. People in Hungary gain average circa net 300.000 HUF (950 EUR), in Vienna the payments in net 600.000 HUF (1900 EUR). Vienna is full of from luxury fashion boutiques to small independent stores. Kärtnerstrasse, Kohlmarkt and Graben are the most famous luxury fashion streets in Vienna, these are ideal for people with big purse. The prices of clothes start from here circa 400-500 Euro til 1500-2000 Euro. Mariahilferstrasse is the main fast fashion shopping street in Vienna, here can find the major brands like Zara, H&M and C&A. A pair of jeans starts here from 98 Euro, one dress from 47 Euro, 1 pair of sport shoes 98 Euro, and leather business shoes from 116 Euro. Konsanszky prices are in between the luxury and fast fashion, so we chance to aquire more and more new customers from Vienna. In 2016, Vienna registred 5,8 million tourists from foreign countries, Hungary visited 3,5 million tourists. This could beneficial for the brand, because we can achieve more people than in Hungary. The VAT – paying is also more advantageous there than in Hungary, in Austria is only 20% as in Hungary 27%. According to sources, people in Vienna are more material sensitive and take care of tailoring and sewing methods and open-minded for the extreme pieces. As long as the hungarian customers buying clothes by their own intuition and for a good experience, the customers in Austria dressing more practical and looking for the comfort. This opinions were also the other hungarian brands like Camou, Artista and Prieston, whom participate and sells their clothes in Vienna.

Previously, Dora Konsanszky has a very good business connection in Vienna with the organizer of MQ Vienna Fashion Week. We didn’t want to break this good association, therefore I started to contact with the Team for a collaboration. The owner of MQ Vienna, Zigi Mueller was very excited and happy for the brand Konsanszky.

She offered an favourable Pop-Up store event opportunity for us, which settled up in February in Ringstrassen Galerien. The Designer Super Sale event was 1 week long and we traveled by car there and took 15 pieces of Konsanszky latest collection. According to the contract, the comission for the Pop up store was 30% of one sold piece and they took 20 % VAT as well. The event was very successful, they sold 8 Konsanszky pieces and our net income was 510 euro. They and We were also satisfied, we got very positive feedback from the customers. The only problem was, that we only transport one size from every item. Otherwise, they will sold almost everything.

Because of this efficient event, Zigi Mueller wanted to keep going this collaboration with us, and she invited us in May to merchandize in a multibrand concept store with different conditions. The name of this project is: NOT ANOTHER CONCEPT STORE, which starting from May 2nd 2018 until end of December 2018 at the Ringstrassen-Galerien, an exclusive long-established shopping mall in the center of Vienna. Designer, artists, projects, workshops, start-ups and many more events will enliven the 500m2 and invite people to come shopping. Every month will have a special theme, starting in May with a VIENNA FASHION WEEK Concept Store on one level and an fashion/art exhibition of the scene icon and former Helmut Lang muse Marianne Kohn. Both levels will be taken care of by expert trained staff.

Moreover, they will have some special corners, such as VIENNA FASHION WEEK Designer of the month and many more.

They offer various packages which they will handle on consigment:

A – 25 items of a collection – regular price, chosen by the designer and by pop up store will be an integral part of our store and sold by the staff. Fee: 30% of the net volume of sales and 100,-€ (net) monthly expenses for print material, branding and naming in PR and social media.(will be deducted from the brand turnover)

B – Shop in Shop: One corner of the Concept Store can be rented exclusively (monthly) exclusively branded and looked after by the staff. Fee: 500,- (monthly net, approx. 9 m2) and we charge 10% from net sales per month.

C – Galerie Exhibition : Exhibition concepts can be submitted, discussed with the store and later implemented. Costs vary with the project.

D – Short term rent (max.until end of December) renting of a space, self decorating and self-care. The area will be decorated and self-administered. (also with own cash register. lease costs: 25,- per m2 net, minimum space 12m2.

At the beginning, we decided to start with package „A” for the first 2 or 3 month and if we are satisfied and the sales going well, we will change for package „B”. We took by car the following pieces to Vienna. At the pricing we used the method as in Konsanszky webshop, only with this prices we can clear our costs and earn a little profit.

5600/50 days = 112 EUR /day 112/ 147 = 0,76 1 terméket kell eladni naponta

During this time, we can decide the participation of MQ Vienna fashion week in September 2018. We got a proposal from Zigi Mueller and MQ Fashion week Team with different options:

Option A: Stand exhibition

This including 1 open booth, 2X3 m Wall, 1 clothes rail (3 meter long), 1 Nameplate and 1 round table with chairs for 900 Euro.

Option B: Show package

This including 1 fashion show in 15 minutes with max 40 outfits, 1 hour fitting time, 10 models and hair and make up and backstage team for 1600 Euro. If we want to share the show with another designer, we can take 20 looks for 950 Euro.

Option C: Show and Stand package

20 Outfits/Designer with conditions A and B together for 1700 Euro or with 40 looks with same conditions for 2200 Euro.

Option D: Full show package

This including everything from the show package with additional features such as the designer can choose the day of the show, models and Photo and Video appearances for 4450 euro.

In my opinion, the best solution for the brand will the Option C, the show package. In Hungary on Budapest Fashion Week there is no favourable options like this, even though, here will also a huge demand for it. In Hungary the show of a designer ran for 15 minutes, there is no other programs or stand exhibition after it. I heard a lot of times from the guests, that they want to see closer the new collections and touch the materials, or even more buy them right after the show. Because of this, the best way to choose the show and the stand option as well. Although Vienna is very close to Budapest, the designer, Dora and me should stay in a hotel after the show, during the 5 stand days, to sell or confirm the orders, which cost almost 400 Euro. If we want to clear our costs (2200 EUR/C Package + 400 EUR hotel + 100 EUR travel), or make a little profit, we should mark an piece/item between 200-300 Euro, and enough to sell around 10 articles.

Recently, my researches have shown one big competitor on Vienna fashion market:

Eigensinnig store

Eigensinnig is international avant-garde and contemporary multi-brand fashion store. Here meets unpretentious elegance and unconventional design. This store is for all those who has creative mind and unique vision. The focus is on the originality and aesthetics.

Sales and Promotion

To envolve the brand popularity, I do my research to find the best fashion influencers and bloggers in Vienna. We can collaborate with them in social media posts or blog contents, which can raise our sells and orders.

Conchita Wurst

Thomas Neuwirth alias Conchita Wurst, with his unique transvestite look, is one of the most followed singers in Vienna. He increased his fame, when he won the Eurovision Music Competence in 2014, in Copenhagen. Nowadays, he still has a lot of concerts, and launched campaigns next to androgynus and AIDS disease. He has on Facebook more than 800.000 followers and on Instagram more than 300.000 followers. Because of the one size and unisex clothes of Konsanszky, he could match the most to our vision.

Fleur de Mode

Fleur de Mode is in Vienna-based blog by Hristina, that quickly garnered a reputation as one of Austria’s top online destinations for lovers of fashion. The blog has in the past collaborated with several reputable brands, for example: Net-A-Porter, Gucci, L’Oréal Paris, and Piaget. The blog has won numerous awards, including Austria’s Fashion Blogger at the Blog Awards in 2014 and Style Award in 2012. The clothes’ features are feminine and chic, with many forward-thinking looks, which the readers can replicate. She has almost 40.000 followers on the social media platforms.

Elena Zahir

Elena started her blog in 2017 as a creative outlet, but already has more than 15.000 followers on instagram and many more readers on her blog. She participated on Paris Fashion Week this season and visited our collection in Idao Showroom. She felt in love with some Konsanszky pieces, so I started to assume the connection with her, and hopefully we can collaborate together on social media and blog posts. For the first trial, I offered her a Konsanszky limited edition washable leather pouch, but Elena wrote me back, she can’t use it, because she is vegan. Instead of this, I send her a printed cotton T-shirt and a silver and gold earcuffs.

Sources:

http://www.origo.hu/utazas/hirek/20171108-budapest-a-negyedik-leggyorsabban-novekvo-turistacelpont-europaban-euromonitor.html

http://www.mqvfw.com/

Közel és mégis távol – magyar divattervezők az ausztriai piacon

http://www.fleurdemode.com/haarstyles-bad-hair-days/

https://www.heepsy.com/ranking/top-9-fashion-influencers-in-vienna

Home

https://theculturetrip.com/europe/austria/articles/10-fashion-bloggers-from-austria-to-follow/

https://www.elenazahir.com/

www.startupfashion.com

www.notjustalabel.com

Konsanszky in London:

According to our sales, on konsanszky.com webshop and wolfandbadger.com, the main customers are from England, mostly from London. On Wolf and Badger webshop we managed weekly 1 or 2 sales to United Kingdom. The feedbacks were very positive, so the company decided, to open the gates for the british market. My findings shows that, the average salaries in London are between 2500-3000 Euro in net or even more. Most of all, the rental fees of a little room or flat take the biggest part of people salaries. This costs follows the eating and public transport fees. British women spend average 85 Euro, while Mens 100 Euro per month on clothing. The text describe that, 79% of british women are more happy and confident, if they buy and wearing new clothes. Morover, women likely buy something new for a special occasion than mens. To penetrate the british fashion market, firstly, I asked for a London Fashion Week proposal from the British Fashion Council. As is commonly known, that London is one of the international „BIG FOUR” fashion weeks influencers, besides New York, Milan and Paris. In September the designers show their next Spring/Summer collections and in February the next season Autumn/Winter collections. A few years ago, I participated as a model on London Fashion Week, so I already knew about the system, how the shows going there, and relies very good personal experiences. I discovered, that many hungarian competitors brands are also participated on London Fashion Weeks, like Dora Abodi, who graduated on Mod’Art as well, and Kata Szegedi. Both of them already well-known in the international fashion business, and dressing famous celebrities and singers, like Gwen Stefani, Lindsay Lohan, Paris Hilton, Taylor Swift. emberek mennyit keresnek

London Fashion Week is organised by British Fashion Council and funded by a number of sponsors, for example: Vodafone. Over 5000 visitors and guest attend: buyers, TV shows, journalists, photographers and celebrities. There are 60 official scheduled catwalk shows, and more than 70 off schedule shows or presentations, salon shows. London Fashion Week visitors have acces to many more designers presentations, multi-brand and individual showrooms. Catwalk and Exhibition designers are provided with a list of international buyers (Bergdorf Goodman, Neimen Marcus, Saks Fifth Avenue, Colette, L’Eclaireur, Selfridges etc…) and press attendance like: (Vogue UK, Dazed and Confused, Elle, Le Figaro, New York Times, Harper’s Baazar etc…). The marketing and PR of the event is very wide and strong, on the social media platforms (Facebook,Twitter,Instagram,London Fashion week homepage).

London Fashion Week is located in Somerset House, between the Strand and the River Thames. To hold a catwalk-show in Somerset House cost 2600 pounds (2960 EUR), which including the show-space, backstage area, models, hair and make-up staff, and pictures of the show.

More and more designers are choosing to show their collection in „salon-style” or presentation. Presentations run over of minimum 2 hours and up to a full day. They are situated on the first floor of Somerset House, overlooking the Courtyard and Thames. The rooms can be hired for a half day, full day or private evening event. The main presentation room offer 116m2 of space, with a 100m2 backstage area. The full-day fee cost 7250 pounds (8200 EUR), the half-day fee is 3900 pounds (4400 EUR), and the evening event is 3200 pounds (3600 EUR).

Multi brand Store in London

I do my research, what are the conditions to launch a fashion brand as a self employment in London. Despite of is easier and cheaper to open a retail or pop-up store in London, there is legal conditions because of this project can not work. A self employer need a National Insurance Number and a permanent adress in UK. Moreover, it’s necesseary to registrate our entreprise in the revenue office. Thereafter, I started to look for other marketability options.

Eizenstein UK

Eizenstein is a London, in the heart of vibrant Shoreditch located avantgarde multi-brand store. The store encompass dark, edgy high-end and street menswear and womenswear collections, jewelleries, accessories, and fragances from 20 independent designers. Split over 2 floors, and the design of the boutique is minimalist with strong industrial draws and walls, key movements of the avantgarde style. The customers come here to see cool clothes and getting to know new designers. Here can find iconic pieces of Yohji Yamamoto, Nelly Johannson, Joshua Millard, Juun J, Barbara Bologna, Nostra Santissima and many more…

I will compare now some of this brands with Konsanszky:

Yohji Yamamoto

Yohji is a japanese fashion designer based in Tokyo and Paris. He debuted in Paris in 1981. His design style characterized by men’s clothes for women, in a word, unisex avantgarde pieces. All he wanted is: women to wear men’s clothes, and protect the woman’s body from men’s eyes and cold weather. He already create two main lines: Yohij Yamamoto and ’Y’ lines are very popular in Paris and Tokyo flagships and department stores. His signature black oversized silhouettes featured with drapery textures. He collaborate with Adidas, Hermés, Mandarina Duck and dressed famous singers like: Tina Turner and Elton John.

Barbara Bologna

Barbara is an italian sculptress and body art performer, who after graduating in 2000, in Milan, she create her own clothing and accesorize line: Area by Barbara Bologna. She following only one rule, the impossible. She inspired by sculptures, art and music. Barbara chose fashion, because this is the strongest channel to reach the body and soul, and the strongest contact which lasts forever. Her target group are normal women, who tries to do her best, for what she feels to be important. She always present her new collections in Paris (Galeries Hors Champs), where she feels like as a second home.

Nelly Johansson

Nelly is from Sweden, for her the fashion is more than just a lifestyle. The philosophy upon her design is extravaganza, foremost that has to be comfortable and be worn in a personal stlye. Her range is mainly black, grey and white with different shades. A huge emphasis is placed on the avantgarde elements, luxurious fabrics and production techniques at the oversize clothes.

Barbara Bologna trousers Nelly Johansson trousers Konsanszky trousers

599 EUR 274 EUR 133 EUR

Yohji Yamamoto Long Shirt Nostra Santissima Long Shirt Konsanszky Long Shirt

680 EUR 270 EUR 150 EUR

To draw the conclusion, because of the favourable prices and quality, Konsanszky admissible fit to Eizenstein store. At first, we would like to give 20 products to the store on consigment. They take monthly 20% commission fee of the net volume of sales.

Vállalkozás indítása, cégalapítás Angliában lépésről lépésre

https://www.telegraph.co.uk/fashion/news/do-spend-1042-clothes-year-new-research-reveals-average-brits/

Ennyi pénzt lehet keresni Angliában a 125 legtipikusabb munkával

Konsanszky in Paris:

After the company gain the financial support from Széchenyi Tőkealap/ Széchenyi Venture Capital Fund, our first aim was to expand the brand on abroad. Our first attempt was the capital city of fashion, Paris. We found Lakic Showroom in Paris in 2016, for 2 seasons for SS17 and AW17 collections. Lakic Showroom is very professional, fresh and dynamic sales and PR agency, with a head office in Tokyo and a scheduled showroom during Paris Fashion week. The showroom took place in the eminent quarter, Le Marais, with iconic palaces, ruelles, boutiques and cafés at Filles du Calvaire metro station. Dora the designer of Konsanszky and me as a sales manager took out the collection in luggages to Paris. The Agents of the showroom was continued to follow up with those accounts that showed interest in the brand and did the best to close the orders. The attendance fee was extremly high (7000 euros/season), which contains 3 racks for the collection in the showroom, and take the risk to handle all communication with buyers, concerning deliveries, invoices, order confirmations and other relevant factors associated with efficient customer service. Because of the international orders, this seasons was very successful to the brand. Konsanszky made inroads to Berlin, Canada, Philippines and Egypt markets. But the participation fee and the production costs was not enough for the next seasons, so we decided to change for a cheaper Showroom.

Close to Lakic Showroom was founded Idao Agency with directors Antony Dang and Mika Hok. Idao help emerging designers and grow their passion into fashion business. They deal with the right retailers through the showroom, they sell, distribute and manage collections to high end retailers partners. Moreover, they support the brand business development in Europe, USA and the Asia growing key markets, such as Japan, China, South Korea, Hong-Kong. In my opinion Idao Agency are more positive, opend-minded and creative for Konsanszky. They are always available for skype video meetings and helpful in the design processes. The SS18 collection was delivered to Paris by me, and it was a very good and fruitable experience to work with Antony and Mika. A lot of buyers from France, Italy, Hong-Kong, Switzerland, and China visited our collection in this sales period. Unfortunately, after reviewing with all the brands portfolio, they decided to pass Konsanszky this season.

The buyers was looking something more colorful and chose to order PSC and Birdwalk. Konsanszky were purposely put at the best spot in the showroom for maximizing our visibility, displayed right at the entrance with a rough brick walls. Idao Agency tried to push our collection and introduce the brand with some storytelling but they didn't feel the buyers were particularly interested of it, they tend to zap to another collection very fast. Some of them already spent their budget for another brands, because they was looking for more easier and simply, basic pieces to sell. It was challenging to catch buyers attention, they have noticed even the dark store tend to look for more colorful items, especially for summer. Another big problem was the type of the linesheet. Konsanszky haven’t got the budget and time for make the traditional linesheet with product pictures, therefore Dora draw every single item by her hand. This make a little bit unconvenient for stores, who showed interest but didn't have the time to fully review our collection and make a selection during the showroom. We were disappointed, but have to confess, they were right, and next time we should be more precise and fit to buyer/customer needs.

For the next season for AW18 collection, Idao Showroom offered us to organize the whole sales campaign in Paris. We sent them the inspirations, materials, moodboards, and discuss together on skype meeting the campaign shoot. They send us Photographer, Models, Stylist, Location options from Paris by e-mail and we selected the best ones, whom fits to the brand. The price of the whole shooting especally for us was 2500 Euro. We send them the whole collection in boxes by TNT carriage/conveyor, and Idao Showroom organized and transact the campaign shoot in 2 days. The result was absolutely amazing, they did everything and more what we can expect. The campaign pictures reflect the real parisian athmosphere. They used for locations, the famous streets, the metro, the environs of Notre-Dame where is also Dora’s Univeristy placed. We were very happy and satisfied with the pictures and are expected for some orders confirmation. We also paid for the sales camapign event on Paris Fashion week, this was the same price like last season (4000 Euro), so all in all, the costs for Idao Showroom was 7000 euro for this season. In addition, we shoot the lookbook with me in Budapest, with photographer, hair and make-up stylists for 250.000 Ft (circa 810 Euro).

The sales campaign was in last week of February. We sent the collection to Paris and meanwhile we promote together with Idao Showroom the sales campaign on the social media platforms and invite buyers with invitation letters. We received the sales campaign report in the end of the month. The collection was visited by numbers of buyers and stores for example: Gabi (France), Club21 (Asia), Antonioli (Italy), Oukan, Tempel Hamburg (Germany), Meme Design, Blue Collection (Japan), Eizenstein (UK), Cicada, Politix, Ikram, Maxfield (US), Boutique 51, L Square, N’Sea23 (Egypt) etc…

A particular interest showed into our collection by Meme Design Japan: They requested to our linesheet, and like the blue and yellow items. (Solaris_20). The CEO of Meme Design feedback was: „The collection is very nice, i will consider it next seasons.”

Antonioli Italy Store opinion was: they are very careful before considering to try a new brand which they are not sure it would be sold. They showed interest of our brand.

They appreciates the sweatshirts with the degree print. Have been following up without answer, knowing them, they will need to follow a few season first before taking any risk with new designer.

Tempel (Germany): They have seen our AW18 collection and told for IDAO: "That's nice, but sorry we already spent our budget for this kind of brand, we are looking for something easier, simplier to sell". They did a general tour and were interest on 2 brands, ours and Deferro. Idao explained our new collection and the introduction of the colors, they could keep his attention compared to last time. He was very interest especially into your sweaters like the model: PUNCH_09. Unfortunately, he ordered DeFerro sweaters, he prefers our sweaters in term of design but regarding the price point (2 times more expensive ), it would be more interesting for him to pick the other brand sweaters.

Oukan (Germany): They selected PUNCH_09, DANA_02, VAPOR_25 & TADA-CARBON_30. Unfortunately, we received their reply telling us they just moved to a new space and is currently setting down some things and therefore they need to skip for this season, but they are definitely willing to consider our brand next season.

Konsanszky signed for 2 more seasons with Idao Showroom, and we decided to raise our brand popularity with a Fashion Show on Paris Fashion Week. I started to take the contact with Fédération de la Haute Couture et de la Mode organization.

Fédération de la Haute Couture et de la Mode

The Fédération has one hundred members, whom feature the most emblamatic brands on the global stage. It compries three Chambres Syndicales, central bodies: Haute Couture, Ready to Wear and Mens Fashion. The Fédération de la Haute Couture et de la Mode brings together fashion brands that foster creation and international development. It seeks to promote French fashion culture, where Haute Couture and creation have a major impact by combining traditional know how and contemporary technology at all times. It contributes to bolstering Paris in its role as worldwide fashion capital. Brand applications are examined by a selection committee that guarantees the quality and diversity that are specific to Paris Fashion Week, a moment of creative abundance and an unmissable economic event. The Executive Committee is the Federation’s decision-making body, it is administered by 6 members comprising two legal members (the President and the Executive Vice President) and four members elected by the governing board.

COMPOSITION OF THE EXECUTIVE COMMITTEE

Ralph Toledano President, Fédération de la Haute Couture et de la Mode

Francesca Belletini President and Chief Executive Officer, Saint Laurent

Guillaume de Seynes Executive Vice President, Hermès International

Bruno Pavlovsky Fashion President, Chanel

Sidney Toledano President and Chief Executive Officer, Christian Dior Couture

Pascal Morand Executive President, Fédération de la Haute Couture et de la Mode

I wrote an e-mail to the Association, where I introduced shortly the brand, Konsanszky and asked for the terms and conditions about Paris Fashion Week. Elena Carrettoni the Assistant of Fashion and Media of Federation de la Haute Couture et de la Mode sent me the application form for the next „SS19 season” in September, I filled in it and discuss the questions with the Designer Dora. I sent back the application to Paris, and we have to wait until June for decision of the Executive Committee.

FORMULAIRE MARQUES

DOSSIER CRÉATEUR – COMMISSION 2018 – DEUXIÈME SESSION

Fields marked with an * are required

Nom de la marque * KONSANSZKY

Calendrier souhaité * :

Prêt-à-Porter // Ready-to-wear Mode masculine / MenswearHaute CoutureDesigner's Apartment

Session souhaitée à Paris * Septembre 2018

Format: Défilé/ Présentation

Date de création marque / Brand foundation date * : 2016

Origine / Country * : Hungary

Site Internet / Website *: www.konsanszky.com

SOCIÉTÉ

Raison sociale / Company name *: KONSANSZKY LTD.

Addresse *: Konsanszky Showroom: 17. Aladár street.

Ville * Budapest

Code postal / Zip * 1016

Pays * Hungary

Téléphone fixe * +36/20-8072016

Email * info@konsanszky.com

Capital social (EURO) * : 83.870 EURO

DONNÉES ÉCONOMIQUES & SOCIALES

CA Total HT (EUR) * : 65.000 EURO / year

CA Export HT (EUR) * : 110.000 EURO /year

PRODUCTION

Pays de fabrication / Manufacturing : Hungary

Prix de vente / Price range (RETAIL) < 500€ 500 – 1500€ 1500 – 3500€ > 3500 €

Top 3 boutique / retailers * : IDAO SHOWROOM- PARIS, OUKAN- BERLIN, KOKKO LUXURY BOUTIQUE- CANADA, BOUTIQUE 51- CAIRO

CRÉATEUR

Créateur: Créateur Collectif

Pourquoi voulez-vous présenter à Paris? *

We would like to participate on Paris Fashion Week, because this is the biggest opportunity, prestige and honour to introduce Konsanszky on the European fashion market. Our aim is get the brand to know with more and more buyers, stores and customers.

PRESSE

Bureau de presse / Agency *: IDAO SHOWROOM

Attaché de presse / Press agent : ANTONY DANG AND MIKA HOK

PR email *: antony@idao-consulting.com

Téléphone * +33-629-121-310

Adresse bureau de presse *: Galeria Taglialatella / 117 rue de Turenne

Ville *: Paris

Zip / Post Code *: 75005

Country * : France

Votre nom *: Franciska Gall

Fonction *: Sales assistant

Votre email *: franciska@konsanszky.com

Portable *: +36/20-807-2016

Je certifie les informations ci-dessus exactes. *

Fédération de la Haute Couture et de la Mode