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Corporate Overview. The Swimwear Industry’s Leading House of Fashion…. Founded in 1967 Second generation family business 130,000 sq. ft. corporate headquarters and manufacturing facility in Orange County, CA

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Corporate Overview

The Swimwear Industry’s Leading House of Fashion…


  • Founded in 1967

  • Second generation family business

  • 130,000 sq. ft. corporate headquarters and manufacturing facility in Orange County, CA

  • Vertical, Quick Response production system designed to provide competitive advantage with respect to customer service, quality, and design.

  • 400 employees

  • Exclusive relationship with select, quality Asian manufacturers.

  • Products sold through major department stores, specialty retailers, swimwear boutiques, international distributors, and catalogs.

About RAJ Manufacturing


  • Integrity

    • of our brand distribution

    • of our business principals

    • of our team

  • Product

    • Technical expertise in fit

    • Fashion leadership

    • Exemplary quality workmanship

  • Execution

    • Reliable shipping

    • Women’s swimwear and

    • beachwear focus

    • Financial wherewithal

Core Values


  • Mastery of swimwear industry's tricky seasonality

  • Premier quick-response supplier in the U.S., with fill-rates exceeding 98%.

  • Four to six weeks standard lead time, compared to the industry’s average of 8-12 weeks domestically, and 12-16 weeks from Asia.

  • 10 working day lead time for sales replenishment orders

  • Focus on “chasing” demand on fast moving styles in order to maximize in-season reorder opportunities

Domestic Production Business Model


Swimwear Product Lines


  • Launched Thanksgiving 2009

  • Key features of the site:

    • The Spot (blog)

    • Bikini Builder (mix and match feature)

  • Target market:

    • Primary Demo – W21-35, HH Income

    • >$75,000

    • Geo – Midwest, Northeast, CA, FL,

    • AZ, TX

    • Psycho – Purchases online,

    • Influencer, heavy internet user

Introduction to SwimSpot.com


  • Multi –Category Retailers

    • X XX

    • X

    • X XX

    • X XX

  • Swim+ Specialists

    • X X

    • X X

    • X XX

    • X X

    • Swimwear Boutique X

    • X X

  • Stores Catalog E-Commerce

    Competition


    • Product

      • 10 Global Swim Brands

    • Price

    • Non-promotional

  • Promotion

    • Strategy and Metrics

  • Distribution

    • Internet sales via in-

    • house California D.C.

  • The 4 P’s


    • AD words

      • Seeing a conversion rate of .23, whereas the standard is 2-3%, and our expectation was 1.2%

    • Social Media

      • Initial set-up investment, ongoing daily management

    • SEO

      • Improving in SERPS across full set of preferred keywords

    • PR Media Relations

      • Slow start, picking up editorials/ advertorials, contests, and product tags

    • Affiliate Marketing

      • Trending upward; expected future bright spot

    Marketing Actions to Date


    • Comparison Shopping Sites

      • Investing in additional ad/logo placement to increase traffic

    • Online Media

      • Ranking high in organic swimwear searches and inclusion in “sets”

    • Grass Roots/ Guerrilla

      • Good branding; limited redemption of particular promo codes

    • Email

      • Negligible return; working to optimize

    • Print

      • Outside of branding, no orders tracked via promo code

    Marketing Actions to Date Continued


    • Now through July 3rd, 2010

    • Third party partnerships and collaborations ie. Tanning

    • salons, Reef, Windsor

    • Catalog

    • Special Events & Bar Takeovers

    • Social Media

    • Guerilla/Grass roots

    • Bridal, College and Major Event Canvassing, Golf

    • Tourney Sponsorships

    • Email – Next Jump

    • SEO – off-page

    Forthcoming/Ongoing Marketing Actions


    • What we measure and see daily (our goal)

    • $120 average order size (good)

    • Conversion Rate: 0.43 of all visitors (1.5-2%)

    • Page views: 4.5 per visit (six)

    • Average time on site: 3:10 (good)

    • Bounce Rate: 37% (30-35%)

    • Visitors per day: 2-4k (10k+)

    Key Site Metrics


    Early spike (Feb-Mar)

    Spring Break and Fashion Early Adopters

    Mid Season Spike (Apr-May)

    General consumers

    Clearance (Late Jun –Aug)

    ]

    Annualized consumer demand curve for swimwear

    Consumer Demand Curve


    • What would you recommend to drive traffic and sales for the key selling months of May and June?

    • How do we improve our conversion rate?

    • Note: Discounting is not one of the options.

    The Question


    ?

    • ?

    Questions


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