Download Unit 11

Unit 11: Bagging a
Niche Market
Bag: to capture or kill as game
A niche market 瞄准机会的市场
Background
Weave
的过去式
• Every country has its own market bag.
From the richly woven bags of Peru
to the durable reed sacks of Africa, 秘鲁
the beautiful shopping baskets of
芦苇
France, or the leather pouches of
Tibet, people around the world have 布袋
always used their own resources
available to produce a carryall that
can be used and reused.
大提包
Pouch
钱袋
手提宝或背带包
2
包含收买
• In 1995, Tote Le Monde embraced the
market bag concept by introducing the
American Market Tote Collection, great
for shopping, a day at the beach or that
perfect weekend getaway. Tote Le 逃走外出
Monde soon became branded for its 打有烙印的
American Market Tote and recyclable
plastic material. We have since
developed luggage, house wares, and
personal accessories out of our
signature, environmentally friendly, chic
附件
material.
别致的
Tote Le Monde
时髦社交界, 上流社会
• Tote Le Monde was founded by
Tia Wou in 1994 to create
functional and beautiful
accessories to "carry the world!"
Tia's design interest developed
at an early age. Her architect
审美的
father shared his passion with
her, cultivating an appreciation
for clean, aesthetic lines reflected in the architectural
elements of Tote Le Monde
products.
How
much
are
they?
Whether
it's for him
or her, Mom
or Dad,
Tote Le
Monde has
the perfect
gift.
Rome Roll Case
$52.00
Pacific & Sunset
Jackson Tote $58.00
How much are they?
• Stanford Bucket
• $150.00
• Hollywood Cell
Phone Pouch
• $14.00
How much are they?
• D.C. Tote
• $42.00
Reno Travel Wallet
$42.00
What materials do you
think they are made of?
•
•
•
•
Plastic?
Gunny? 麻布？
Cotton？
Canvas？
In the US, they are sold in Neiman
Marcus, Barneys, Saks Fifth Avenue.
What type of stores do you think
these are: high-end or low-end?
• A news comes first:
• 位于NewYork的权威奢侈品调查机构
Luxury Institute通过各种调查公布了
富人喜好的各种品牌。被调查者的条件
是： 家庭毛收入20万美元以上，家庭净
资产70万美元以上：Nordstrom,
Bergdorf Goodman, Neiman Marcus,
七家奢侈零售店Barney’s Neiman
Marcus, Saks Fifth Avenue 都在其中
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Neiman Marcus 1907-2007
• The Neiman Marcus Group is comprised
of the Specialty Retail Stores segment
and the Direct Marketing segment.
• The Specialty Retail Stores segment
includes: Neiman Marcus Stores
Bergdorf Goodman
• These renowned retailers offer upscale
assortments of apparel, accessories,
jewelry, beauty and decorative home
products to the affluent consumer.
Neiman Marcus
For over a century, The Neiman
Marcus Group has stayed
focused on serving the unique
needs of the luxury market.
Today, that commitment is
stronger than ever.
Saks Fifth Avenue
upscale
•
•
•
•
upscale高消费阶层的
assortment分类
apparel衣服, 装饰
accessories 附件
Before You Watch 1
• Fine arts graduate: someone who has
studied painting and sculpture at
university level
雕塑
• Flair: ability, talent
• Accessories: bags, shoes, belts,
jewellery, scarves, gloves, etc.
丝
巾
Before You watch 2
• High-end fashion: expensive clothes,
shoes, jewellery, etc.
• Skeleton-size staff: the minimum of
people needed to run a business
• Sample: an example of the product
shown to potential buyers
Before you watch 3
• Signature style: instantly
recognizable as certain brand
• niche market: product or service
that is profitably and carefully
targeted at a relatively small number
of customers
内曼.
马库斯
An anchorperson.
新闻节目主持人
CNN Anchor 1
• Neiman Marcus, Barneys, Saks Fifth
Avenue—institutions
in
high
fashion
萨克
斯第 and in high prices. But don’t tell that
五大 to entrepreneur Tia Wou, a fine arts
道
graduate from Brown with a flair for
business.
才
能
本
领
CNN Anchor 2
• Her accessories are flying off the
shelves of high-end stores at rather
low-end prices. Rhonda Schaffler
reports:
不
成
问
题
CNN Anchor 3
• In high-end fashion it seems money is
no object. From shoes to jewellery to
handbags, no detail is too small and
no price tag is too big. But when Tia
Wou wanted to break into the luxury
market with an all-purpose handbag,
she went against the norm.
多用途的
企业
一般
管理
费用
放
弃
CNN Anchor 4
• Abandoning high price points and big
overhead for inexpensive bags and a
skeleton-size staff. Armed with only
her credit card and one sample bag,
Tia did the unthinkable. She made
luxury store buyers take notice of
her brand, Tote Le Monte.
Tia Wou
• We’d go into the stores and I would
talk to the sales people and I’d say,
“Is your buyer in?” And the buyers
are never around. And so I’d say,
“Well, you know, I designed this bag
and maybe you want to look at it and
then I’ll call your buyer and I’ll tell
her to ask you what you think.”
Tia Wou Continued
• And then from there it sort of
propelled on and we were into
Barneys soon we were into Barneys
after that and that’s how we started.
CNN Reporter
工厂、仓库
或其它商业
或工业建筑
物上层大的
通常未间隔
开的楼层
• The brand was created in 1993.
Working out of her downtown loft
has kept Tote Le Monde’s costs low
and returns high. But how does a
company with a full-time staff of
only eight, compete with a big-name
luxury brand?
Carmen Borgonovo
• Well, it’s because it’s so greatlooking. I mean it’s as simple as that.
It’s great to wear. It’s colourful. It
just looks good for the summer. And
just because it’s not expensive,
doesn’t mean it’s not a great brand.
CNN Reporter
•
玻利
维亚
Tote Le Monde’s signature style is a (南美
colourful bag made out of recycled 洲西
plastic. The main factory is in Bolivia, 部国
家)
but the design takes place inside
Wou’s apartment. She does all her
own advertising, and her bags have
graced several magazine covers.
To
honor
or
favor
CNN Reporter Continued
• At Bendel’s in New York, they’re
placed among bags that are five to
ten times the price. Tote Le monde
remains a low-priced bag that is still
a status symbol.
Carmen Borgonovo
A special area of
demand for a product
or service
• It is rare, but then if you hit that
special niche and, you market it well
and if the product is good, you know,
it works. But it is rare. And they’ve
definitely captured a special market
in the accessories market.
CNN Reporter
• Annual sales for the bags are in the
two million dollar range. Tote Le
monde’s niche is here today. Will it
be gone tomorrow?
Tia Wou
• I think it’s a very strong concept. I
think it’s a very strong product. You
know sometimes there are trends
that come and go. It’s just got a high
visibility, it’s because it’s so…, the
product is fun and it speaks for itself.
CNN Reporter
• For Business Unusual, I’m Rhonda
Schaffler. CNN Financial News, New
York.