TEJAL SHAH PORTFOLIO-lowres

MARKETING PROPOSAL

MAJOR STUDIO PROJECT / NINE WEST 1

NINE WEST

2 MAJOR STUDIO PROJECT / NINE WEST

Major Studio ProjectLecturer: Anisa Johnny

BY: TEJAL MANOJ SHAH 0003FCJ112


WE GET YOU

WE DO

SHOE



INTRODUCTIONEXECUTIVE SUMMARY INDUSTRY ANALYSISCOMPANY PROFILETARGET MARKET Consumer ProfileCOMPETITORS Primary Competitor- Aldo Primary Competitor- Pedro Secondary Competitor- Charles & Keith Secondary Competitor- BataMARKET POSITIONING

MARKETING PROBLEM DIAGNOSTICRESEARCH PROBLEMSUB PROBLEMSHYPOTHESISASSUMPTIONSLIMITATIONSMETHODOLOGYMARKET RESEARCH FINDINGSSWOT ANALYSISPEST ANALYSIS

MARKETING STRATEGY PROPOSALNEW MARKETING MIXNEW TARGET MARKET

APPENDIXDESIGN BRIEFSSURVEY QUESTIONSFOCUS GROUPINTERVIEWREFERENCES

CONTENTS67899

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INTRODUCTIONEXECUTIVE SUMMARYNine West is an American footwear brand for women established in New York in 1978 and currently has 2750 stores worldwide, out of which 3 are located in Singapore. There are several brands in Singapore that offer a lot of mid ranged footwear, giving consumers a wide variety of brands to choose from, therefore creating heavy competition for Nine West. Its competitors offer lower priced products with more exciting designs, better store layout and promotions. Although Nine West is priced higher, the quality of their products is superior and one of their unique selling points is the comfort of their shoes. Since the general population of Singapore is technologically inclined, Nine West needs to create a more prominent presence via social media platforms. To stand out from their competition, Nine West should create a campaign and re-vamp their store layout to communicate their brand image and unique selling point. According to the primary research, the consumers said they prefer design and quality and are willing to pay higher prices for a well-made product. By targeting a younger audience with a new limited edition collection, Nine West can establish itself as an exciting brand that offers trendy designs but with better quality, which would be an advantage over its competitors. Other marketing strategies include, Instagram contest, promotional campaigns by bloggers and other incentives for consumers such as vouchers and discounts.


INDUSTRY ANALYSIS:GLOBAL-In 2013, the global footwear industry was estimated to grow to a whopping $275.1 billion by the year 2018. With the ever-changing trends in fashion, the market is expected to continue growing at a steady rate for the next five years, overtaking the growth of the apparel market.

The footwear market occupies 20% of the global sales breakdown for apparel, and can be further divided into men’s, women’s, and children’s. These three categories can be sub divided into athletic, casual and dress, formal and orthopedic. Nine West would fall under the category of casual and dress women’s footwear. The key players of the footwear industry are Bata, Jimmy Choo, Christian Louboutin, LV, Monolo Blahnik and Gucci.(www.marketresearch.com)

SINGAPORE-The overall footwear market in Singapore was estimated to have grossed $617.2 million in the year 2012. The market is forecasted to grow over the next five years with a compound annual growth rate of 5.4%, valuing the industry at $801.1 million by 2018. The interesting fact about the sale of footwear in Singapore is that a majority of the sales are made through department stores and the rest through smaller individual boutiques and brands. In 2013, Bata led the sales in the industry with a value share of 5%.


COMPANY PROFILE:Nine West was established in 1978 in New York as a footwear brand for women. Getting its name from its original address, Solow Building at 9 West 57th Street in New York, it was founded by Jerome fisher and Vince Camuto, aiming to bring high-quality footwear to the women in America at affordable prices. Nine West opened its first store in Stamford, Connecticut in 1983 to retail footwear and its first international store in Hong Kong in 1994. Growing in popularity, Nine West soon expanded to handbags in 1995, and kids footwear, eyewear, outerwear, apparel and other accessories soon followed suit.

In a little over 35 years, Nine West has become a globally recognized and loved brand, with over 2,750 stores worldwide in over 69 countries, 200+ of which are located in Asia. The brand operates in both wholesale and retail markets, doing equally well in both. (www.ninewest.com)

Nine West has collaborated with other brands such as Vivienne Westwood, Sophia Kokosalaki, New Balance and Thakoon. As for charitable collaborations, Nine West has been affiliated with CFDA for a Runway Relief program with models like Coco Rocha, Michelle Alves and Jessica White at New York Fashion Week to donate to Fashion Targets Breast Cancer. They have also made donations to St Judes Children’s hospital.

BUSINESS OBJECTIVE“At Nine West, not only are we passionate about providing our customers with fashionable and accessible products, we are equally committed to delivering an exceptional shopping experience, whether a customer is online or in store,” – Sandie Ryan, Director, Customer Service of Nine West group.

VISION & MISSION“Nine West is the leader of the gang.Nine West believes in the power to engage and inspire.Nine West is about unity, spirit and individuality.Nine West is about exceptional design, setting the style and leading the discussion.

We get you dressed from the ground up. We get the instant gratification. We know you adore the adrenaline rush. We love watching the metamorphosis. We know all about the power play. We’re on top of the transformation.”(www.ninewest.com)

Vivienne Westwood for Nine WestNine West for New Balance


TARGET MARKET: The basic target market of Nine West comprises of women between the ages of 25 to 45. Predominantly young women who aren’t afraid to be bold with their fashion forward choices and working professionals who are image conscious but also seek comfort with design.

Demographic:Age: 25 to 45Disposable income: $1500 and above per monthOccupation: Upper middle class working professionals and homemakers

Psychographic:Interests and hobbies include social events that revolve around food, culture, classical music and theatre, enjoyed with close friends and colleagues. They also appreciate art and are family and career oriented.

CUSTOMER PROFILELilian is a 28-year-old account supervisor at an advertising firm. She is single and lives by herself in a well-furnished three-bedroom condo in Lentor. She enjoys trying new foods and travelling, although with her hectic work schedule, she does not get to travel as often as she’d like. She cherishes her family, and visits them once a month and on special occasions. Her other likes include reading and shopping. She treasures her circle of friends and cares about their opinions especially when it comes to her appearance. She has a regular hair stylist and adds new pieces to her wardrobe at least once a month. Being a professional woman, she knows the importance of her appearance at her job. She’s always dressed in formal attire and pairs her outfit with a sturdy yet elegant pair of heels. Comfort is of utmost importance to Lilian, immediately followed by design. She shops for shoes at least once in two months and spends any where between $100 to $300 for a pair.


MARKETPOSITIONING


Above is the positioning map for nine west based on trendiness and price in the footwear market. My competitors are Aldo and Pedro because they are similar in product range to Nine West, and Bata and Charles & Keith are my secondary competitors.

Pedro, although offering similar products and having almost the same target market as Nine West, with the exception of also having a mens collection, is slightly lower priced and less fashionable. Pedro’s designs are more formal and classic with a twist.

Aldo on the other hand is trendier and appeals to a younger target audience with colorful fashion forward collections. Their bags however are priced similar to that of Nine West.

Charles & Keith being a leading home grown brand is a popular option in the Singapore market offering more affordable shoes and accessories when compared to Aldo and Nine West. Although Pedro is a sister brand of Charles & Keith they target different audiences.

Bata is a family owned leading footwear company, which offers a very wide range of footwear for men, women and children. Although the prices are extremely cheap, they are not considered trendy or fashion forward.


MARKETINGPROBLEMDIAGNOGNATICResearch problemNine West does not have as many stores as its competitors in the local Singapore market, and its global brand image does not translate to the consumers through the product range that is currently available here. The brand image is viewed as old and outdated instead of fashionable.

Sub ProblemsAlthough it can be argued that the product they offer are similar to that of their competitors and they are priced higher, which is a factor that could affect their success with a younger target audience. They do not place enough emphasis on the comfort and quality of their shoes, through their marketing campaigns, which is one of their main selling points. There are no advertising campaigns currently being used in the stores, which make it less appealing, therefore not obtaining the interest of passersby’s.

HypothesisMy initial hypothesis is to introduce a younger more affordable sub brand (only footwear) to appeal to a younger target audience. I also suggest a more aggressive promotional campaign on all social media platforms and marketing events and contest to engage consumers. To create a campaign that would correctly portray the brand image and communicate the unique selling point of Nine West.

AssumptionsBy offering a more affordable fun collection to the younger target market may familiarize them with the international brand and make them more likely to become repeat customers. The marketing campaigns would be aimed at building customer loyalty, and it will also widen the target audience instead of just focusing on the more professional older woman. A more vibrant store layout and print advertisements in store would make the store look more appealing.

LimitationsGetting responses for the online survey was not very hard, but it took at least two weeks to get at least 30 responses. As for the focus groups I had intended on conducting, the one with the younger target audience was extremely easy, whereas the one with the older group is practically impossible, firstly because I don’t know many older working women and strangers are most definitely not willing to cooperate. Interviewing the sales staff did not go as well as I had hoped, but I did manage to get one or two useful responses from them.

Research questionHow do you build brand loyalty in the current market when consumers have so many other options? And how do you convince them that Nine West is a good option.


MethodologyFor my primary research I chose to conduct an online survey, a focus group and an interview with the store manager at Nine West, Wisma Atria.

The survey consisted of 10 basic questions to determine whether the consumers knew about the brand and the important factors they would consider while shopping for shoes. I received 50 responses from women in both my old and new target markets i.e. older and younger audiences.

The focus group was conducted with five participants from a younger target audience to determine their thoughts on a new collection and what would interest them in terms of marketing strategies and promotions. The new collection is also based on what they would find most appealing from a brand such as Nine West.

I conducted a short interview with the store manager of Nine West at Wisma Atria. The point of the interview was to get the point of view of the sales staff and the brand in terms of whom their current target audience was and what they preferred. It was also to find out which products brought in the most income to the brand.


MARKETINGSTRATEGYPROPOSAL

NEW MARKETING MIX - 4 P’S

PRODUCT: A new collection of shoes, including flats, wedges and pumps, in three sets of colors, will be introduced as ‘Nine by Nine West’. They will be available in fuchsia, cobalt and canary, one style each, hence totaling up to 9 designs. The rest of the product range will remain unchanged. This is to attract a younger audience with vibrant colors and more exciting designs.

I’ve chosen these three particular designs as they cover most of the basic styles. The flats are casual for those who do not fancy wearing high heels and prefer something like an everyday shoe. The wedges are flirty, girly and fun, whereas the pumps are sexy and for those who like sky-high heels for special occasions. The choice of colors is based on the primary colors of the color wheel and is always on trend. They are also a bold pop of color that would liven up an outfit that is rather neutral or basic. The collection will be launched in September, just in time for the Autumn/Winter season.


PLACE: I would recommend not changing this aspect of the marketing mix, as most of the people from the survey said that they knew about the store only because they had see it. This suggests that the stores are accessible to their target audiences. The new product range will be available only in their three main outlets. I would however improve on the store layout by placing their campaign advertisement posters as the background for the window display, and also display some along the walls of the store. This applies to the existing campaigns and the new limited edition campaign. For the Nine by Nine West collection, I would create a display in the center of the store so it would be visible to people passing by. It would comprise of a video screen playing the advertisement and posters of the collection.

PRICE: As for the price, I would suggest decreasing it for the new collection, which would automatically boost sales, based on the results of my survey and the focus group, and would expand the customer range to a younger audience who could afford the products at a reduced price. However, to maintain the brand image, the price would have to be higher than most cheap competitors. Hence, the prices for the new range will be $50 for flats, $80 for the wedges and $120 for heels.


PROMOTION: The current social media platforms of Nine West already have an average to above average following, and are active, but there isn’t much connection between the brand and their customers. I would like to include voucher giveaways to their accessories and preview sales for their loyal customers. I would also include Instagram contest to increase anticipation and word of mouth about the new and younger collection, in which participants will be rewarded with discounts on other regular items purchases from the brand. I feel this will motivate them to not only pay attention to the new collection, but also the existing ones.

Loyalty CardAccording to the focus group conducted, consumers are most likely to develop a loyalty to the brand when they are offered incentives through a membership program. I propose Nine West offer a membership to customers who spend above $200 in a single receipt. Subsequent purchases will accumulate points, which can be redeemed for discounts. Every $500 spent will entitle the customer to 10% off their next purchase on regular priced items. This also entitles them to a 10% discount during their birthday month. Loyalty card member will be the first to be notified during sales promotions and will get a chance to purchase sales items one day before the general public.


Instagram ContestTo engage the younger target audience and get them excited about the new collection, an instagram contest will be conducted starting two months before the launch of Nine by Nine West. To enter the contest, they must snap a picture of their feet in their favorite Nine West shoes on an interesting and aesthetically appealing floor pattern with the hashtag #NWshoeXfloor. This contest is inspired by the instagram account @ I Have A Thing With Floors. The best three pictures will win a 15% voucher, which can be redeemed on regular priced items (excluding the limited edition collection). They will also be featured on all our social media sites (Instagram, Facebook, Twitter) and the official Nine West website. The winners also get to view the collection along with the membership holders one day before the public launch.


High Heels EverydayTo enlighten the consumers about the USP of Nine West, which would be the superior comfort and quality, there will be a web series of a select few bloggers, performing everyday activities in high heels. People generally consider heels uncomfortable and not suitable for constant use. But through this series I would like to show consumers that with a comfortable pair of heels almost any task is possible. The bloggers chosen are Andrea Chong, Jemma Wei and Eunice Annabel. It will be featured on the Nine West YouTube page. The following are the episodes of the series.

• Nine to Nine heels- wearing heels throughout the day, for work and play.

• Public transport ready- it’s not such a task when your feet aren’t sore.

• Dance all night- you can still have a good time in high heels.


New Target Market:Apart from the existing target market, I propose to expand it to a younger range of women between the ages of 19 to 24. The new collection will be aimed at this target segment. The other promotional strategies, including social media campaigns and contest will be applicable to the new and old target market (25 to 45). I believe that a younger audience, being more tech savvy will create a buzz about the collections and promotions which in turn will only be extra publicity by social media or word of mouth.

Market Positioning: This will remain the same as I am not changing the core products, but just introducing a trial collection to expand my target audience.


APPENDIXDESIGN BRIEF 1: NEW PRODUCT RANGECompany profile:Nine West is an american brand from New York, founded in 1978, specializing in womens footwear. In a little over 35 years, Nine West has become a globally recognized and loved brand, with over 2,750 stores worldwide in over 69 countries, 200+ of which are located in Asia. With the success of their footwear they soon expanded to handbags, eyewear, apparel and kids shoes. Nine West is best known for their trendy yet classic designs and impeccable quality while still prioritizing comfort.

Objective:To create a new limited edition collection for the brand called ‘Nine- by Nine West’, for the purpose of expanding the current target audience to include a younger group of customers.

Target market:The target market for the new collection will be young women between the ages of 19 and 24. Since the existing target market was 25 to 45, I presumed that this would be an appropriate age range to focus on as they do appreciate trendy shoes, with good quality and comfort, and are old enough to be able to afford the new collection on their own.

Conceptual:The collection will consist of 3 designs in 3 different colors each, which would total to 9, hence the name, Nine by Nine West.The colors will be canary yellow, cobalt blue and fuchsia pink. I have chosen these colors as they are vibrant and would most definitely attract attention in the Nine West store, among the more basic colors that are currently on display. They are also the three main colors in the color wheel. The designs are chosen based on the fact that they would suit most women, the flats are casual for those who do not fancy wearing high heels and prefer something like an everyday shoe. The wedges are flirty, girly and fun, whereas the pumps are sexy and for those who like sky-high heels for special occasions.

Technical:• The collection will be a trial limited edition one to gauge the feasibility of expanding the target market. • The designs will be one pair of flats, a mid heel-height wedge and a pair of pointed pumps. This way there

is something for everyone.• Colors: Canary, Cobalt and Fuchsia.• Sizes from 35 to 42. • 10 of each style in a size and color. (eg. 10 flats in size 35 in the color canary)• total of 720 pairs of shoes.

Commercial:• The range will be displayed as an island in the center of the store so that it attracts customer as they walk by. • They display will be accompanied by the campaign images and video of models wearing the product during

the campaign shoot on a small screen.• Sticking to Nine West store theme, the display stand will be white.

Financial:• The cost of display will roughly be $800, the LED screen costing $600 and the remaining $200 for the

lighted platform fixtures and A3 size posters of the campaign.• The cost of production for the flats is estimated at $15 and $30 for the wedges and heels including shipping

cost.• Total cost of production is $18,000.



DESIGN BRIEF 2: STORE LAYOUTCompany profile:Nine West is an american brand from New York, founded in 1978, specializing in womens footwear. In a little over 35 years, Nine West has become a globally recognized and loved brand, with over 2,750 stores worldwide in over 69 countries, 200+ of which are located in Asia. With the success of their footwear they soon expanded to handbags, eyewear, apparel and kids shoes. Nine West is best known for their trendy yet classic designs and impeccable quality while still prioritizing comfort.

Objective:To increase store traffic and attract customers as they walk by.

Target market:The target market for the improved store layout will include the old and new target audience, hence 19 to 45. It would also include those who are not the intended audience in the sense anyone that passes by the store or happens to be shopping in the same mall.

Conceptual:Since the store looks barren and has no existing or new campaign posters on display, adding pictures and visuals will make it more appealing. Both images and videos always attract the attention of consumers even if they are not inclined to purchase. It is also informative of the products that the brand offers and in a sense conveys the image of the brand.

Technical:• The window display will have background images of existing Nine West campaigns from their previous

collection• There will be smaller posters of other campaigns inside the store (2 to 3)• LCD screen behind payment counter to replay Nine West campaign and advertising videos.

Commercial:The store will not be too cramped with these images and screens, as it would clash with the clean theme of the brand. Announcement of the new store layout will be made on social media platforms to inform customers of the change and invite them to visit.

Financial:• The LCD screen will cost an estimated $600• The posters on display windows and inside the store will cost up to $400



DESIGN BRIEF 3: LOYALTY CARDCompany profile:Nine West is an american brand from New York, founded in 1978, specializing in womens footwear. In a little over 35 years, Nine West has become a globally recognized and loved brand, with over 2,750 stores worldwide in over 69 countries, 200+ of which are located in Asia. With the success of their footwear they soon expanded to handbags, eyewear, apparel and kids shoes. Nine West is best known for their trendy yet classic designs and impeccable quality while still prioritizing comfort.

Objective:To build customer loyalty and increase repeat purchases.

Target market:The target market for the improved store layout will include the old and new target audience, hence 19 to 45. And essentially anyone who purchases from the brand

Conceptual:The loyalty card will be introduced in order to encourage the customers to purchase more to entitle them to the benefits offered with the card. It is also to entice them to purchase frequently.

Technical:• Customers who spend $200 and above in a single receipt will be entitled to a membership card.• Subsequent purchases will accumulate points, which can be redeemed for discounts.• Every $500 spent will entitle the customer to 10% off their next purchase on regular priced items. • This also entitles them to a 10% discount during their birthday month. • Loyalty card member will be the first to be notified during sales promotions and will get a chance to purchase

sales items one day before the general public.• 200 cards will be printed in total.

Commercial:The sales staff will informs the customers of the membership program and benefits at the point of purchase. Information will also be available on the official Nine West website. Facebook and Instagram posts will be published occasionally (once in 3 months) to remind the consumers about the loyalty cards.

Financial:One card cost $1.50 to print. But at whole sale prices, it would be reduced to $1.30 per card. Therefore, 200 cards would cost $260.



DESIGN BRIEF 4: INSTAGRAM CONTESTCompany profile:Nine West is an american brand from New York, founded in 1978, specializing in womens footwear. In a little over 35 years, Nine West has become a globally recognized and loved brand, with over 2,750 stores worldwide in over 69 countries, 200+ of which are located in Asia. With the success of their footwear they soon expanded to handbags, eyewear, apparel and kids shoes. Nine West is best known for their trendy yet classic designs and impeccable quality while still prioritizing comfort.

Objective:To engage the consumers via social media and promote the new collection.

Target market:The target market for the new collection will be young women between the ages of 19 and 24 and technologically savvy consumers.

Conceptual:The instagram contest is inspired by the Instagram account @ I have a thing with floors. Consumers would get to snap a picture of their feet in their favourite Nine West shoes whilst standing on an interesting floor pattern. By uploading this picture and tagging it with #NWshoeXfloor, they automatically enter the contest and stand a chance to win vouchers and a sneak preview of the collection.

Technical:• Snap a picture of your feet wearing Nine West shoes against an interesting floor• Use the #NWshoeXfloor• Best three pictures will win 15% voucher which can be used on regular priced items• Winners will be featured on Nine West website and social media platforms.• Winners and members get to view and purchase the new collection Nine by Nine West one day before the

public.• The contest will be announced 2 months prior to the launch. And the winner will be announced

Commercial:The sales staff will informs the customers of the membership program and benefits at the point of purchase. Information will also be available on the official Nine West website. Facebook and Instagram posts will be published occasionally (once in 3 months) to remind the consumers about the loyalty cards.

Financial:The only financial cost of this contest will be the printing of vouchers - $5.



DESIGN BRIEF 5: BLOGGER YOUTUBE SERIESCompany profile:Nine West is an american brand from New York, founded in 1978, specializing in womens footwear. In a little over 35 years, Nine West has become a globally recognized and loved brand, with over 2,750 stores worldwide in over 69 countries, 200+ of which are located in Asia. With the success of their footwear they soon expanded to handbags, eyewear, apparel and kids shoes. Nine West is best known for their trendy yet classic designs and impeccable quality while still prioritizing comfort.

Objective:To engage the consumers via YouTube and inform the consumers about the unique selling points of Nine West, namely the comfort and quality of the shoes.

Target market:The target market for the new collection will be women between the ages of 19 and 45 and any interested YouTube users.

Conceptual:By creating a short video series with famous bloggers, we could educate consumers about how comfortable and versatile Nine West shoes can be. it would show three bloggers undertaking activities that people would generally be weary of doing in high heels, like wearing the same pair to work and a night out, taking public transport or dancing.

Technical:• The series will consist of three episodes, starring one blogger each.• Nine to Nine heels- wearing heels throughout the day, for work and play (featuring Andrea Chong)• Public transport ready- it’s not such a task when your feet aren’t sore (featuring Jemma Wei)• Dance all night- you can still have a good time in high heels (featuring Eunice Annabel)• The episode will be uploaded to the official Nine West YouTube page.

Commercial:The videos will be shared on the official social media platforms of the brand and by the bloggers on their respective pages.

Financial:The cost of producing one video is estimated at $500 including the rental of equipment. Therefore the total cost would come up to $15,000 assuming the videos are shot on separate days and locations.


ADVERTISING CAMPAIGN

INSTAGRAM CONTEST

INSTAGRAM

CONTEST

MAGAZINE ADVERTISEMENT

WISMA ATRIA MARINA BAY SANDS RAFFLES CITY

STORE LAYOUT

STORE LAYOUT CONT.

ARTICLES

ANNIE LEIBOVITZ PHOTOGRAPHY ASSIGNMENT

Annie Leibovitz worked her way up the ladder to be known as one of the best portrait and fashion photographers over the last few decades. And as a successful photographer she does possess a certain influence in the fashion industry as a whole. It’s not always what the client wants, but it’s also significantly important to take into consideration the vision of the photographer. Leibovitz has a raw simplicity that she portrays in her images that seem to captivate even those who know nothing or have very little interest in photography. This particular image has nothing in particular that stands out, yet while recalling my visit to the exhibit, I seemed to remember it quite vividly. I personally love how toned down the background is and the subtlety of the make up, and outfit, with the exception of the embellished top, which is still in the same color family of muted tones. Although this picture may or may not be retouched, it doesn’t look like the typical image of a severely photoshopped celebrity, and focuses more on what she’s wearing. And if more photographers and designers produced and published images that focus solely on the product instead of a body image, seventy percent of the negativity attached to the fashion industry would no longer exist.

Tejal Manoj Shah. 0003 FCJ 112.

LUXURY BAGS NO LONGER A LUXURY Can it still be called a luxury bag when every other person on Orchard has one? What happened to exclusivity?

As a young girl, I had always wanted to be the proud owner of a luxury bag that I had bought with my own hard earned money, as it was like a symbol of my achievements, but before I could get to it, I realized that there is nothing great about a branded luxury bag anymore! The obsession that Singapore has with luxury goods is understandable, but with one in every ten people flaunting a Louis Vuitton down the street, it has become just another high street item.

Starting from just a few hundreds, almost everyone is opting for a

Louis Vuitton bag these days, making no effort at all to conceal it’s brand or logo-‐ the classic brown with the letters ‘LV’ printed all over it. The best part of owning a luxury bag is for only you to know the actual value of it, and have passersby admire it without rubbing the brand in their faces. More importantly, a majority of the LV items being carried in Singapore are authentic with the exception of the handful of obvious knock-‐offs. As someone who was once head over heels in love with the brand, it’s almost obnoxious to see that brown bag all around town. This in turn is redefining the word ‘luxury’ itself! No longer does it mean ‘extravagant living’, but instead it now means ‘just another necessity’, something that you buy just because most of the people in your social circle own it. People nowadays claim to be in love with ‘all’ their luxury items when all they actually own is a basic LV tote and an expensive wallet.

Merlin Leow, an ardent fan of luxury goods commented “I have an

LV bag, but I don’t carry it anymore. It’s embarrassing to see people with the same bag, like when two people wear the same dress to a party. I prefer to own something exclusive”. Luxury brands, no doubt, are making more than their fair share of profits with the increased purchase of luxury bags, but are also aware of the lack of exclusivity. They are now coming out with various lines of limited edition bags that are mainly meant for the consumers who can afford more than a basic wallet or bag.

Although these limited edition collections keeps the high rolling

customers satisfied, owning a basic bag from the same brand, even if it’s not custom made to your liking with your initials engraved on the tag still makes the common consumer feel valuable. This however does absolutely nothing for a hopeful potential owner of a Louis Vuitton bag. An LV bag has not only lost its exclusivity, but also its value to its own customers, owners and potential buyers. It’s now just a matter of time before yet another luxury item is excessively flaunted till it loses its value.

CORPORATE JOURNALISM

COMMENTARY ARTICLE

TEJAL MANOJ SHAH

FCJ 3.1

College education or just a four-‐year long party?

College, it’s the best four years of your life, they said… enjoy it, they said. But is it really?

I’ve been a college student for two years now, and honestly, it’s not all that it is cracked out to be. Yes, it is new and exciting and adventurous, but that’s just the first year. Looking back now it all just seems like a blur… a stressful surreal blur with sprinkles of clubbing, last minute work on assignments and exaggerated electricity bills. I met at least fifty new people during my first year of college who I promptly added on Facebook, and like every other acquaintance, never spoke to again. Socializing in a new environment, where I knew not a soul when I first arrived, seemed to be my first priority and classes came second to that. As much as I regret my choice of priorities now, I think it’s a mistake all freshmen need to make for themselves.

Every semester I meet a few new freshmen who seem to be having the time of their lives in a pair of sky high pumps, drink in one hand, cigarette in the other and their class notes lying under a carton of beer. No one realizes the importance of a college education till it smacks you in the face with an F in one of your modules. Students should be warned about college in high school, because from what I know, they set us up for a party. Most “freshies” are not prepared for the sudden lack of parental supervision and endless freedom, not to mention the handling of your own finances.

At the risk of sounding spoilt, when you come from a privileged home where you don’t have to do your own laundry or dishes, it can be difficult to not have those services readily provided. But it teaches you to appreciate so much more in life. And although your parents still financially support you, within your limited budget, it’s not always easy. I’ve encountered several cases where a student has spent so much on their lifestyle that they were over two thousand dollars short of their college tuition fee. These cases don’t last more than a year. They are usually punished for spiraling out of control and summoned back home to be educated at any local mediocre college that will accept them. And almost always, regret their bad decisions.

Studying abroad is an opportunity that not everyone has the chance of getting, and I personally feel that one should make the most of it. Enjoy it, but with limitations. College is meant to be a journey filled with new experiences, but not all experiences are good. You can’t always make a problem go away with daddy’s credit card

and there are some things in life you simply can’t go back from. An innocent clubbing night at Clarke Quay sounds appealing, but when you’ve had way too much to drink, things tend to go wrong… violently wrong and sometimes you just happen to be at the wrong place at the wrong time. Fortunately, having witnessed such situations, I am more aware now of the dangers I face. I know it sounds quite dramatic, but after seeing someone being slapped to the ground for politely refusing a drink from a stranger, you can’t quite help it. When your parents send you to a different country to study and live alone, they invest a great deal of trust in your decisions and the last thing they need is a call from the emergency room saying your daughter has been assaulted during a drunken incident in a nightclub. Every time you walk out of a club, you see at least two fights on your way to the taxi stand and if that is not substantial proof, there is a newspaper article about it in the morning. Students need to be armed with the knowledge that the choices they make can either lead them to a fruitful experience or send their world crashing down.

Sadly, some learn the hard way. I was lucky enough to have learned my lesson before it was too late, got my life back on track and my priorities too. I’m not saying I’m a straight A’s student yet, but I sure am trying my hardest to get there while I still make time for a decent social life. It’s all about finding the right balance and looking at the bigger picture instead of focusing only on the coming weekend. And I feel it’s almost my duty to warn the freshmen and prepare them for the coming years, or at least do my best. Then again, who’s going to listen to a sophomore giving you advice over a beer, right? Although I’m only halfway there I feel like I’ve learned so much more in there two years about the world and people and fashion, than what I learned during the other seventeen years of my life. But then again, who am I to know what the future holds for me. Two years down, and two more to go. And hopefully if I keep my focus and deal with my occasional bad judgments, I honestly feel college can be the most enriching four years of my life. And I intend to enjoy every minute of it.

By Tejal Shah

Vogue ACCESSORIES

A Dash Of Color

These bright, young things are this seasons go-to accessories to spruce up any outfit, and they’re here to stay! Instantly give any old pair of jeans or a baggy sweater a fabulous makeover by pairing it with a matching scrunchie, or if you’re bold enough, go all out with a multi-colored one. For a more feminine look, turn to the butterfly clips. Choose from an array of colors and don’t be afraid to ‘go bling’ or play it safe with the classic metallic or monochromatic shades. Channel the grunge look by accessorizing with a colorful bandana and experiment with different styles. And don’t forget to keep your outfit au cou-rant with a bright bag that will complete you.

MIRROR MIRROR

The idea of not looking in a mirror for three consecutive days seems quite obnoxious, not to mention a challenge, but then again the feeling was what kick started my experience for the same.

At first I inverted my mirror to help me get started on my assignment but that was purely for the sake of

the assignment and didn’t mean any more than that. But, a few hours into the experiment, I found myself making silly excuses to look at my reflection for reasons that I thought were valid. My first attempt was a complete failure and all I gathered from it was frustration and irritation.

Later that night, I thought I would do better as I didn’t really need to constantly check on my

appearance as I was only going to fall asleep in a few hours- this was my second attempt. But little did I know that my appearance, even though I know no one else would see me, still mattered. I always thought that night was the one time during the day when how I looked didn’t matter in the comfort on my own room with no one to judge me but I soon realized that it wasn’t entirely about what everyone else thought, but in fact about how I thought I should look even when I was only going to bed. But I stayed strong and didn’t give in.

The next morning as I woke up, I found myself subconsciously walking to the floor length mirror to fix

my hair and pajamas as I knew for a fact that my room-mates would be gathered in the living room with the routine cup of coffee and the usual cigarette waiting to greet me with the regular small talk. It wasn’t until I reached my mirror that I recalled that I was in between an ongoing assignment. It irked me that I couldn’t “fix” how I looked. So I walked out anyway after adjusting my hair and clothes sans mirror. Brushing my teeth was another issue altogether, how is someone supposed to brush their teeth without looking in a mirror when it’s a habit we cultivated ever since we can remember.

But nothing prepared me for what was about to happen next. I got a call from a friend with whom I was

to run a few errands for the day. On any other normal day I would have given myself a free pass to not look my best, as long as I had the guarantee of not looking terrible from my mirror. But the fact that nothing gave me a green signal to leave the house with a fair amount of confidence in my appearance made me extra conscious and I found myself fidgeting with my hair and trying to sneak a peak at my reflection on passing vehicles as I waited for my bus.

The times that I found myself engrossed in running errands and getting things done, I completely forgot

to pay attention to my looks but the minute someone well dressed or attractive walked by, I found it difficult to keep up my confident strut. During my encounters with the cashiers and chicken rice uncle I could almost feel the judgment piercing through their eyes as I spoke. It was like I could hear people thinking “did she look at herself before leaving the house this morning?”

At this point, I realize that my reaction seems quite extreme, but one must understand that I’m one of

those people who pay keen attention to what they put on their back and how they present themselves. I almost feel it shows a kind of respect to everyone else when one gets dressed appropriately for any occasion. But I would like to clarify that when I get dressed in the morning, it is to please no one but myself. Looking good makes or breaks my day, you know, that sudden boost of confidence you get when you know you look great… it just adds a spring to your step. Although at the end of the day, other peoples opinion matters as well, even if it’s just to the tiniest extent.

I had once come across an interesting article about how we as human beings in today’s society make

judgments and create our own stereotypes based on just one glance at a stranger, and it couldn’t be more true. Which to a certain extent affects how we dress and behave when in public. We cannot stop society from making judgments based on how we look or what we choose to wear, but I strongly think that we should all agree to certain mental guidelines. If the world was free from judgment, it would be an unruly and uncouth place to live in as our morals and values mostly arise from these judgments.

After what seems like the longest three days of my week, I realized that the reason I reacted the way I did was because I was forced to break out of my comfort zone and put aside a habit that I had for life. Not being able to control every last detail of my appearance bothered me because I assumed that everyone around me knew that I hadn’t put in my best. Once I was done with the three days, when I looked at myself again, I realized how vain I had been in the past and dependent I had been on my own reflection. I recognized that my outer appearance is what made my inner self feel better when actually it should have been the other way around. It also made me look back on the times when I felt so good from within that how I looked on the outside did not matter and I’m ashamed to admit that it was not more than a handful. But this is what the media and society has done to our generation. It has injected into our minds that being pretty on the outside compensates for whatever one lacks from within.

To make an honest statement, I would judge someone who was poorly dressed and looked unkempt but

not because it’s who I am, but because it’s a subconscious act that every person in todays society is trying to suppress. But these judgments are necessary. For instance, before you get to know a person you tend to scan them from the outside to see if you have the time to get know someone based on what they’re wearing, and most of the time your judgment is correct. Although there are exceptions, the first impression someone makes is lasting and requires way too much effort to undo. This is one of the main reasons that our society is shaped this way. That being said, the media has taken this to new heights by setting unreachable levels of perfection through various forms of advertising just to sell a product. This in turn has taken a drastic turn on our generation, making them almost blatantly oblivious to the fact the appearance is not everything! It’s close to impossible to find the perfect balance between the two, which is not as bad as it’s made out to be… because as long as an individual is confident in themselves (irrespective of whether the confidence comes from within or just from a new pair of jeans) nothing else really matters.

This exercise emphasized on how much pressure the media and society puts on an individual to look not

only presentable but also nearly perfect all the time. So instead of trying to fight society on this issue, we should just try a little harder ever day to meet our own standards as a replacement for attempting to please the ones around us. Every mirror will show me the exact same reflection, but at the end of the day, the only thing that matters is how I perceive it.

What She Made Him Do There was nothing left to do actually. As Karen sat there, staring at the empty chair, she couldn’t stop thinking about Billy and wondering why didn’t she react differently. It was just a misunderstanding. And if she had just explained herself he would still be sitting right opposite her and enjoying a glass of wine. Billy always liked chardonnay by the fireplace. But he’s gone now and it’s all her fault. If she had just told him about her marriage to Michael, they’d both still be alive… miserable, but alive. Karen didn’t mean to hurt anyone, she just wanted to be with a man she loves and fortunately for her, she found two. Michael and Billy were poles apart, but that’s exactly what she loved about both of them. Karen realized that if she picked one over the other, she’d never stop wondering about what could have been. And she chose, 7 years ago, that she’s rather have two contented lives instead of just one. She married Michael in a quiet beach ceremony a month before she married Billy. She figured their paths would never cross, Billy being a surfing instructor and Michael, the typical Wall Street guy. She spent two to three weeks with each and travelled back and forth from Miami to New York, and for seven years no one suspected a thing. Over the years she grew madly in love with them, and they with her. And she never thought a day would come when they would find out about each other. But that’s exactly what happened. Billy found out, flew to New York and put a bullet in his head. No one saw it coming, not even Billy could fathom his own actions. But when Karen came home that day from work, Billy was there, by the fireplace with his head buried in his hands, gun lying on the floor next to him. He looked up and said, “ I shot him. It’s just you and me now”. Karen put down her purse, walked over to the fireplace and sat down on the chair across from Billy. He looked up at her, she had seen this look before, but this time there was something different about it. He looked like a love struck puppy, but with a hint of insanity. She couldn’t believe what he had done … what she made him do. She reached for the gun, looked deep in his eyes and shot him.

LAYOUT AND DESIGN

CONTENT

COMPANY

AWARDS

ABOUT JIMMY CHOO

PRODUCTS

BACKGROUND

CONTACT INFO

COMPANY

Jimmy Choo is a British high fashion house specializing in luxury shoes, designer bags, and accessories. The company, J. Choo Limited, was founded in 1996 by couture shoe designer Jimmy Choo and Vogue accessories editor Tamara Mellon.

AWARDS

2000: Bestowed a state award carrying the title of Dato’ by the Sultan of Pahang state in Malaysia for his achievements

2002: Conferred an OBE (Order of the British Empire) in recognition of his services to the shoe and fash-ion industry in the UK

2004: Awarded the Darjah Setia Pangkuan Negeri by the Yang di-Pertua Negeri (Governor) of his home state of Penang, which also carries the title Dato

AWARDS

2009: Awarded an Honorary Fellowship by University of the Arts London

2011: Winner of “The World’s Outstanding Chinese Designer 2011” Design for Asia Award

2012: Received You Bring Charm to the World – World’s Most Influential Chinese Award

ABOUT JIMMY CHOO

The Malaysian Choo Yeang Keat was born in a family of shoemakers. A mistake in his birth certificate named him Choo instead of Chow, which later led to the name of his label, Jimmy Choo. He made his first shoes at age 11, and in 1986 he opened a workshop in an old hospital building in North London. In 1988, he got an eight-page spread in Vogue, and celebrities like Princess Diana promoted his creations.

I love the idea of couture and

its emphasis on creation. There’s

where I made my name - in design

- and there’s where I’d like to stay.

JIMMY CHOO

PRODUCTS

In 2001, he sold 50% of the shares of the com-pany, which gradually extended into ready-to-wear, handbags, eyewear and other accessories. The designer has won several awards during the years, and still is one of the number one names in the fashion business.

PRODUCTS

Choo sold his 50% stake in the company for £10 million. He has since concentrated his work on the exclusive Jimmy Choo Couture line produced under license from Jimmy Choo Ltd. The Jimmy Choo London line, also known as Jimmy Choo Ready-To-Wear or, simply, Jimmy Choo, is under the purview of Mellon. The ready-to-wear line has expanded to include accessories

BACKGROUND

Jimmy Choo traced his beginnings back to his workshop in Hackney, North London, which he opened in 1986 by renting an old hospital building. His craftsmanship and designs were soon noticed and he came to the verge of international notability when his creations were featured in a record eight pages in a 1988 issue of Vogue. In 1996, he co-founded Jimmy Choo Ltd with British Vogue magazine accessories editor Tamara Mellon.

CONTACT

UK and Rest of the World:+44 (0) 800 044 3221

USA (toll free):1877 955 2466

[email protected]

Flat Shoes Our favourite no-heel looks...

STYLE TIP!Give your pumps and court shoes a break and try on a pair of pointy flats for a chic yet work-friendly look.

NICOLE SCHERZINGER

SILVER TIP

GO FOR GOLD

LOAFING AROUND

AHOY THERE

Kate Spade, POA

Aldo, RM340

Timberland, POA

Charles & keith, RM129.90

PIPPA MIDDLETON

CHRISTINA RICCI

Nice. Côte d’Azur

CONTENTS

INTRODUCTIONBEACHESSIGHTSSHOPPINGMUSEUMSNIGHTLIFE

INTRODUCTION

Nice is a large city in the French State. It is located along the French Riviera that gives it a memorable beautiful sight when seen from a helicopter trip in the sky. Nice City has many attractive sites to be shown to its visitors and enjoyed all along. There are natural features, extensive sandy beaches, and historic sites with histo-ry-telling strictures of the past centuries of the French society. Nice reveals the nature of the majestic French culture brought about by the many French Tribes living within the city.

BEACHES

Nice has many beaches along its coastline. Its beaches’ ground is covered with pebbles and stones hence the beaches are difficult to trek along the beaches barefoot. However some beaches have been remodeled by being added normal sand after the stones are removed to make them comfortable for tourists to enjoy the freedom of walking barefoot along the beach and even warm up their feet with the absorbent summer sun.

PALAIS DEJUSTICE

Palais de Justice, the imposing law courts built in neoclassical style in 1885 can be found in rue de la Préfecture.

SIGHTS

Among the many historical and botanical monuments to visit in Nice are some of the most beautifull traditional and modern sculptures.

LA TETE CARREE DE SONSO

Outside the Museum of Modern & Con-temporary Art, the red concrete Jardin Maréchal Juin hugs MAMAC’s eastern side and, more spectacularly, frames the giant square head of La Tête Carrée de Sosno.The massive 30m-tall sculpture designed by Sacha Sosno - a 14m-square concrete head sitting on a pair of shoulders - is, in fact, a building.

MONUMENT DU CENTENAIRE

The monument Centennial Meeting of Nice to France ‘s André-Joseph Allar , was inaugurated on March 4 1896 at the Jardin Albert 1 er . It celebrates the centenary of the annexation of Nice to France in 1793 . The bronze statue represents a winged victory swearing loyalty. The marble group is an allegory of Nice giving France.

SHOPPING

From flowers to antiques, food to gifts, the numerous shopping centres and flea markets of Nice have it all.

On Saturday, browse place du Palais de Justice for antique books (1st & 4th Sat of month), art (1st, 3rd & 4th Sat) or old stamps, coins & postcards (1st, 2nd & 3rd Sat).

Split between its beautiful flower market and rightly famous food market. On Mon-days from 6am to 6pm, flowers and food make way for an antiques market.

MUSEUMS

The Matisse Musee located next to Arenes de Cimiez Avenue draws visitors’ attention to the ancient paintings, sculptures and pictures formulated by legendary artists of the seventeenth cen-tury. The Musee et Site Archeologiques de Cimiez houses various artifacts dating back to the Gallo-Roman era in France. Items to see in the museum are the ruins of structures and buildings of the old town of the era and written facts about the history of the society during that ancient Gallo-Roman period.

NIGHTLIFE

Be it bars, pubs, clubs or music festivals, Nice delivers in style. There’s something for everyone to enjoy ranging between lounges to concerts.

Documents

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