SPECIFICITIES OF PRODUCTS TARGET MARKET

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1 INSIGHT Lionnet Couture Co Ltd (Lionnet Couture) is a company incorporated in Mauritius on the 20th May 2016 and is involved in the design and manufacture of clothing. Its main product line includes Haute Couture designs, readymade garments and corporate uniforms. Lionnet Couture s unique designs and personal style services, which include a detailed style assessment, ensure that customers are exquisitely dressed for any occasion. Lionnet Couture is owner-managed by the Lionnet family, namely Mr. Cyril Lionnet and Mrs. Veronique Lionnet.

2 Haute Couture, or high fashion, is very often related to the numerous French designers who have dressed VIPs, models, and celebrities around the world. Few people could imagine that the tiny Indian Ocean island of Mauritius could produce some of the finest pieces of high fashion. This is exactly what Lionnet Couture proved to be for over a quarter of a century. Veronique Lionnet learned her craft under Mauritius most important fashion icon, Pierre Laurent. For over 25 years, Lionnet Couture produced a variety of fashion lines that became popular around the world. Items such as lingerie were exported to European markets, bridal garments to Germany, and even a line of children s clothing to England. Lionnet Couture provides services such as style assessments, personalized shopping, and special ordering to customers during business hours and by personal appointments. Lionnet Couture's innovative style assessments and educational emphasis in helping customers develop their personal styles, and thus enhances its reputation as a truly unique designer. MOTIVATIONS Lionnet Couture aims to provide women with a boutique that offers a comfortable and approachable environment where it offers a variety of beautiful and high-end fashion accessories and above-all, it helps women to learn what clothing and styles go best with their own personalities. Lionnet Couture aims also to have a psychological effect on women by using fashion. Where women have a rather busy and stressful life, Lionnet Couture put an emphasis on helping every woman coming across their boutique to feel comfortable and confident in her outfit. 2

3 PRODUCT LINE-UP Its main product line includes Haute Couture designs, ready-made garments and corporate uniforms. Lionnet Couture s unique designs and personal style services, which include a detailed style assessment, ensure that customers are exquisitely dressed for any occasion. Historically, Haute Couture is defined as intricately hand sewn creations that use very expensive fabrics and trimmings. The high-end creations of Lionnet Couture are all unique and exclusive. These designs are all born out of the creativity and rich industry experience of Mrs. Veronique Lionnet. Each garment is custom made and usually requires many fittings. The designs inspire a certain fantasy world for its clients and define the creative vision of the house and add value to the overall branding of the label. Lionnet Couture built their brand on providing a personal service that is tailored around the client and so as to understand what they are looking for in terms of their lifestyle and their needs. Besides, the difference is that a lot of the bigger fashion brands use haute couture to sell a dream and other lifestyle products, whereas Lionnet Couture are selling something wearable. It isn t a crazy, magical, unrealistic product. Again, to come back to this whole lifestyle idea, Lionnet Couture tries and makes everything as easy as possible for the client. It s not just that the client comes to them and gets a dress and that s it it s about understanding the clients life. 3

4 SPECIFICITIES OF PRODUCTS The overall brand personality of Lionnet Couture aspires to be unique, fashionable, customer-oriented, innovative, refreshing, stylish and educational. The boutique is a place where women can go to transform themselves with beautiful clothes and take advantage of the style assessment and other services that help them determine the right clothes for their unique selves. Lionnet Couture is a shop that educates. They help women learn about the designers, gather with their friends, and have fun during the process. Lionnet Couture not only carries items that help them look good, but also help their customers maintain these items. The owners of Lionnet Couture work closely with their staff to create the atmosphere, colors and wordings that encapsulate these thoughts. TARGET MARKET Basically, Lionnet Couture puts an emphasis on the female market since its principal aim is to enhance the women beauty through designer wears or ready-made garments. However, Lionnet Couture also complies with corporate wears markets which englobe both men and women. Hence, we can say that Lionnet Couture targets the textile market as a whole since its workshop have the ability to cover every demand in terms of garments need. 4

5 DEVELOPMENT STRATEGY The primary objective of Lionnet Couture is to position itself as the leader in Haute Couture in both Mauritius and the Indian Ocean region, and also to grow and sustain its business of readymade garments and corporate uniforms. The company also repackages and retails high quality cosmetic products. The main focus of Lionnet Couture however remains on Haute Couture. In order to achieve this bold and ambitious objective, a clear and sustainable strategy has been devised. Lionnet Couture s strategy revolves around three main factors: The designs A personalized service A well-defined mission statement CHALLENGES Along with having to fight again an increasing competition against online stores including high-end brands, Lionnet Couture has to face an intensifying volatility of the fashion market at global level. However, their main challenge remains the lack of financial support they have to struggle with. 5

6 FUTURE DEVELOPMENT PLANS Lionnet Couture aims to target the increasing number of tourists celebrating weddings in Mauritius where this may create a substantial market for high-end wedding dresses. They aim also to modernizing its marketing strategy by venturing into e-commerce where Lionnet Couture might be able to boost its revenue and become competitive at an international level. POSITION IN NEXT TEN YEARS At the heart of the Fashion House is a designer of exceptional creativity and talent, who leads a team of tailors who are both skillful and dedicated. We strongly believe that Lionnet Couture has the potential to become the reference in Haute Couture in the country and in the region. This same dedicated and passionate team are working hard to be the next fashion destination first in Mauritius itself and then in the Indian Ocean. With the right support and structure, we aim to become competitive at an international level. 6

7 CONTRIBUTION OF EM In May 2017, Enterprise Mauritius held a seminar at Voila Bagatelle together with the WGSN in Africa so as to help them learn more about future tendency. Through this workshop, Lionnet Couture helps to enlarge its knowledge on fashion since WGSN Africa shows them what would be the likely future garments to be in vogue on the market. Lionnet Couture consider that this workshop helps them to gain in knowledge and advance length compare to its competitions where they know that they are well prepared for future trends and be able to secure their place in the market of fashion design. 7

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