MSP Assignment 3 (Michelle)_TE

Raffles International College

Major Studio Project Part 2

Assessment 3: A Business Report

Made by: Chan Michelle So (003FM115)

Lecturer: Thomas Empson

Date: 15th September 2015

major studio project - Every Inch business plan 1

CHAPTER 1: CONTEXT

A. Executive Summary

Fashion retailers are missing out on a large market opportunity of $9 billion

(Schlosseberg, 2015) by neglecting plus size women needs. The average

woman is a size 14 (Los Angeles Times, 2015) but most fashion retailers still

catering to woman who wear sizes 0, 2 and 4. Plus size women are known to

spend more if given more options on clothing in terms of styles and trends

with 21% of plus size women spend $150 minimum spending on clothing and

accessories, compared to 15% for standard size (Modcloth, 2015). The ‘plus

size’ swimwear market is underdeveloped and can be considered high

underdeveloped in Hong Kong and across Asia and therefore open to growth.

This identified gap and huge market potential give rational to develop

products for consumers seeking apparel that differs from the typical “Asian

standard body measurement chart” and to develop a brand that resonates

with the large demographic.

‘Every Inch’ offers a beachwear line catering to female ages 16-38 years old

leading with a plus-size ladies niche product range and clearly defined target

customer. Retailed initially online and based in Hong Kong, anticipated

success allows for quick expansion opportunities across Asia, and even

Europe and the Americas. Every Inch will serve as a diverse brand that caters

for all sizes from size XS to 6X. The product line will include swimsuits,

bikinis with 100% UV protection, cover-ups to protect the consumers from

the sun, dresses and accessories such as beach towels.

The total required budget for Every Inch campaign cost around

HK$6,952,800, the total benefit will be HK$7,174,900 and the expected

return on investment for the year 2016 will be HK$221,540. Overall in 3

years, Every Inch will gain a profit of HK$4,760,740. In order to achieve this,

Every Inch will need to perform an effective advertising strategy, marketing

and creative plan which will be discussed in this document.

2 major studio project - Every Inch business plan

B. Situation Analysis

1. Key Macroeconomic Factors (PESTLE Analysis)

I. Political - THREATS

Every Inch as a business can expand across Asia, Europe and the

Americas. Every Inch needs to ensure authenticity before producing

product, to avoid legal issues of copyrights, trademarks or product

similarities issues. We must also be aware of international trade policies.

II. Economical - OPPORTUNITIES

As mention in page 3, fashion retailers are missing a $9 billion in plus-size

market and that they are willing to spend at about $150 worth of

shopping spending. Every Inch will have the opportunity to attract the

plus-size consumers by producing stylish swimwear.


Political

Economical

Social

Technological

Legal

Environmental

III. Social - OPPORTUNITES

People are getting bigger and becoming more active during summer. But

the plus-size markets are being under-developed in Asia (Ward 2015).

Every Inch will have the opportunity to cater for the plus-size market by

creating a stylish and unique style that can fit them. Every Inch will carry

and to encourage plus-size women to feel comfortable, sexy and worthy

when they purchase our product. The social media is now essential for

business access. Every Inch will this opportunity to promote the brand

through social media.

IV. Technological - OPPORTUNITIES

The Internet is a part of our waking day. People operate devices

everywhere they go, with an average of 150 screen views per day (Leung,

2015). Every Inch has an opportunity to create engaging content via

YouTube, Facebook and Instagram, to trend in the social media platforms.

Advertising with drive traffic, Direct Marketing a part of the conversation

and leading to conversion. All of the technological efforts aim to convert

into sale. Every Inch can use this opportunity to promote the brand, while

the Internet is very popular all over the world.

V. Legal – THREATS

There is a big chance that Every Inch will face copyright issues, not

necessarily the brand but other fashion brand may try to copy Every Inch

and this make the swimwear brand less valuable. Every Inch also need to

be aware of what other fashion retailers are doing and making sure that

the creative team are aware of copyright infringement issues. The

Creative Director of the company need to guide and monitor the designers

in every pieces that they produce.


VI. Environmental - THREATS

The need for UV Protection:

The importance of Fitness has led to a surge in outdoor exercises

exposing us to harmful sunrays. Wearing UV protection products can

protect our skin from sun damage that can lead to skin cancer. In 10

years, an increase of more than 2 million diagnosed with skin cancer has

been recorded (Sparks, 2015). Therefore, Every Inch will have the

opportunity to introduce a swimwear brand that consists of 100% UV

protection, create safer products and to educate consumer on how UV

protection is important, as it protects our skin from exposing in the sun

that may possibly lead to skin cancer (Sparks, 2015).

Weather effect on Fashion Sales:

Weather will play a crucial part in a swimwear brand. The summer in

Hong Kong is between June-August, the junk boat party season. Hong

Kong experiences typhoons, thunderstorms, and rain even during the

summer. Every Inch will face a big threat if in case a typhoon arrived

during the junk boat party day. This will affect not only the consumer’s

interest but also the cost of the junk boat and the cost for postponing the

event. The business might lose more rather than gaining any profit. Every

Inch must detail this in delivery and try to maximize conversation

opportunities online around the weather.


2. Key Microeconomic Factors (Porters Five Forces)

Threat of Substitutes:

(THREATS) Economies of scale can capture market share

quicker. With many swimwear brands

accessible globally, Every Inch must

differentiate the brand promise to resonate

with target customers. With all brands

following pre-requisite ‘trends’, similarity is

inevitable. Every Inch needs to come up with

something exciting, while following trends,

but be different for it personality.

Existing Rivalry:

(OPPORTUNITIES) Every Inch will face many rivalries in the

swimwear market. Whether in Hong Kong or

an internationally brand, most swimwear

brand carries smaller sizes: Roxy, Ozzie

Cozzie. H&M, Forever 21 and ASOS offer

larger sizes for women. As tough competitors

Every Inch’s opportunity is unique designs

that your friends wont be wearing.


Threat of Substitutes

Existing Rivalry

Customer Bargaining

Power

Threat of New

Entrants

Supplier Bargaining

Power

Customer Bargaining Power:

(OPPORTUNITIES) To keep the customer interested, promotional

discounts are an effective bargaining power

in Hong Kong (Chen, 2015). However as a

new brand with little brand loyalty Every

Inch must keep a part of the contestation and

promote and remind through all channels.

Threat of New Entrants:

(OPPORTUNITIES) In order for Every Inch to enter the

swimwear market easily, the marketing plan

and advertisement need to look attractive

and something that consumers would feel

excited about the brand. Every Inch has

unique selling point of catering for small to

larger sizes, 100% UV protection swimsuits

and exciting collaborations with different

party event in Hong Kong and across Asia.

Supplier Bargaining Power:

(THREATS) The suppliers will increase competition

within an industry by threatening to raise

prices and reduce the good quality and

services into a weaker one. Every Inch will

face a threat in terms of pricing issues. While

the suppliers will increase the prices with fair

or bad quality, Every Inch will then be forced

to increase their selling prices and this may

led to consumer not to buy the product due to

high price.


C. SWOT Analysis

STRENGTH WEAKNESSES

S1. Provide large sizes for plus size

ladies

S2. Cater for larger sizes will attract

more consumers and gain loyal

costumers

S3. The customers in Hong Kong can use

Cash on Delivery for those who do not

have credit cards

W1. Potential competitors arriving

in Hong Kong and other online store

W2. Bad weather such as, typhoons,

thunderstorms, rainy season, or

natural disaster may cause delays

on delivering the goods on track

W3. Quality control issues such as,

damages, improper usage of fabrics

OPPORTUNITIES THREAT

O1. $9BN Market size

O2. Possibility to expand into greater

China

O3. New followers, loyal customers and

frequent buyers from social media

networking

O4. Future fashion event such as, Junk

Party, Swimsuit competitions,

collaborations with party events across

Asia

T1. High rental fee of the warehouse

T2. Government fee/ tax fee

T3. New entrants into the market

place

T4. Possibility of encountering a

natural disaster that may affect the

business for deliveries

By following the SWOT Analysis, Every Inch team will be aware of what are

the threats and opportunities that will come along the way. The SWOT

Analysis are use for preparation for any kind of possible business threat and

also knowing the strength and weaknesses of Every Inch and that can be

avoided or replace it into a better marketing strategy.


CHAPTER 2: BRAND

D. Brand Introduction

1. Brand Vision and Mission

Our Vision

Every Inch wants women of the world to feel sexy, confident and proud

of the skin they live in. We want every beautiful inch of you to feel sassy

and beach ready. We celebrate curves and believe in the words of Megan

Trainor:

‘Every Inch of you is perfect from the bottom to the top’

Our Mission

Every Inch is an affordable swimwear brand. We design unique products

for ladies who seek high quality fabrics and exceptional craftsmanship at

inexpensive prices. Our designs compliment a full figured body to ensure

you feel confident wearing our swimsuits from the sun lounger to the pool

or the beach to junk party.

Every Inch prides ourselves on excellent customer service and our online

sales personnel will be only to happy to help you with your order and any

other assistant.

Our Promise

If you cannot find the swimsuit to compliment your body shape, Every

Inch will work with you to design the perfect swimsuit.


2. Brand Identity: Logo

3. Brand Guidelines

Primary colors:

R - 2

G - 197

B - 79

R - 250

G - 68

B - 205

R - 32

G - 37

B - 92

Secondary colors:

R - 238

G - 171

B - 247

R - 148

G - 252

B - 204

R – 243

G - 230

B - 116


Typography Primary Font:

TREBUCHET MSabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Typography Secondary Font:

CENTURY GOTHICabcdefghijklmnopqrstuvwxyzABCDEFGHIJKLMNOPQRSTUVWXYZ

Imagery:


4. Brand Unique Selling Point

The unique selling points of this brand will be the fact that it caters for

plus-size ladies with larger sizes, creating swimwear that uses Lycra

and fabrics containing UV protection. UV protection is important

because it protects our skin from sun exposure that would lead to skin

cancer.

The Ultraviolet Protection Factor (UPF) fabrics protect us from strong

heat radiation and sun exposure. Therefore we desire to create a

brand not only to sell unique swimwear but to also protect our

consumer from obtaining skin disease as one of our priority. This

makes our brand more valuable.

5. Differentiation

Every Inch is different from other main competitors such as, Roxy,

Ozzie Cozzie, H&M, O’Neill and Sabina Swims. It is because Every Inch

sells swimwear that consists of 100% UV protection and we cater

sizes from XS-6X. Every Inch also provides a unique packaging design

to be shipped out to the consumers.

Every Inch also has numbers of marketing and advertising strategy

such as, Junk boat party, party collaborations in summer events in

Hong Kong, the Philippines and Singapore, look book distributions in

selected well-known bars and coffee shop in Hong Kong, newspaper

advertisement in one of the popular and free distribution of

newspaper in Hong Kong, HK Magazine, and partnering with Sassy

Hong Kong, that will help promote Every Inch by writing reviews and

giving recommendation to us.


CHAPTER 3: CONCEPT

E. Marketing Overview

1. Executive Summary

‘Every Inch’ offers beachwear line catering to female ages 16-38 years

old leading with a plus-size ladies niche product with a clearly defined

target customer. Retailed initially online and based in Hong Kong. The

marketing plan will include numbers of advertisement in newspaper,

online promotion, collaborations with party events, organizing a boat

party and distribution of look books in coffee shop and bars.

2. Project Aims and Marketing Mission

Every Inch aims to launch in March 2016, just in time for summer

season in Hong Kong and across Asia. Together with the timeframe in

page 51, Every Inch is hoping to achieve all the task and events

coordination within 2016 successful with a positive return on

investment by the year-end.

3. Product Background

Products Descriptions

Swimsuits Stylish one-piece swimwear, Cool wordings as pattern

Crop-top bikini Stripe crop-top designed two-piece bikini

Bandeau bikini Animal prints inspired two-piece bikini

Neoprene bikini Neoprene patterns two-piece bikini

Dresses Sweetheart neck shape and tunic dresses

Kimonos Japanese inspired kimonos as cover-up

Sarongs Indonesian inspired sarongs as cover-up

Cover-ups See-through floral prints as cover-up

Beach towels Pattern designs beach towels


4. Market Trends

According to In Style 2016 swimwear collection. These are the

following trends that are happening in 2016. These ideas can help

Every Inch to know what kind of style we will need to produce and

how to improve the production even better than the competitors.

Stripe patterns cropped-top swim High-waisted swim

Floral print with wrap swim Tube plain bright color swim


Crochet top cropped-top swim Diagonal pattern swim

5. Marketing Environment

Every Inch will be targeting into 20 different countries, 10 from Asia

and 10 globally. As shown below, the marketing environment plan are

in ascending order from the largest to the smallest percentage of the

population in these countries.

Country (Asia) Customer

Percentage

Country (Global) Customer

Percentage

Hong Kong 16% United States 6%

Philippines 8% United Kingdom 6%

Thailand 6% South Africa 5%

Singapore 5% Australia & New Zealand 5%

India 5% Hawaii 5%

Indonesia 5% Argentina 3%

Cambodia 5% Brazil 3%

Vietnam 5% Germany 2%

Korea 3% Mexico 2%

China 3% Spain 2%

CHAPTER 4: BUSINESS OWNERSHIP


F. Business Ownership

Michelle Chan has grown up learning different kind of values and cultures.

Her dream was to create a fashion brand that can cater to all women who

want to feel confident with what they wear. Michelle has been in the

fashion industry for 3 years. She has started as a Head Stylist in a fashion

retail store. Her experience has made her creative and is capable of

coming up with different ideas on how to push a business. Michelle Chan

is the CEO of Every Inch swimwear and she will be taking over the

position of Operational Director in the company.

G. Legal Status

Every Inch is a Limited company, in which the owner will be responsible

for handling all financial crisis by using the amount of capital the owner

have invested and through bank loan. Every Inch also welcomes any

future shareholders that are willing to invest.

H. Location of Registration and Global Trend Ability

Every Inch is an online shopping based in Hong Kong. For the future,

Every Inch hopes to expand throughout the Asia, as well as to Europe and

to the United States. The main office/ headquarter in Hong Kong will be

located in Kwun Tong, Kowloon. Kwun Tong has plenty of manufacturers

residing their offices there and the rental rate are affordable.

CHAPTER 5: STRATEGY


I. Marketing Strategy

Every Inch has 4 different kinds of marketing strategy. This will include

junk boat parties, collaboration with party events in Asia, blogs from the

website and the launch campaign of Every Inch.

Junk boat party:

Every Inch will organize 2 junk boat parties in May and August 2016. The

purpose of the junk party is to invite the media, bloggers, celebrities and

the consumers to gather together in one boat to promote the brand but

having fun at the same time in the party. There will be a swimsuit

competition to be held during the party. Whoever wore the best swimsuit

will have a chance to win a pair of Every Inch newest swim collection. For

more details on the junk boat event, see page 44 for more details on the

junk boat party.

Collaboration with party events in Asia:

Every Inch will be collaborating with party events in Asia such as,

Beatship in Hong Kong, Close-up Summer Forever in the Philippines and

It’s the Ship in Singapore. The purpose of collaborating with these events

is that it will help Every Inch to be recognized and we will have the

opportunity to welcome new consumer to try our product. For more

details on the collaborations with party events in Asia, see page 40 for

some physical evidence on how Every Inch is being promoted in these

party events.

Blogs from website:

Every Inch will be doing blogs in our website about plus size woman,

interviewing famous plus size celebrities, giving tips on what to wear

during summer. The blogs can enhance the creativity part of Every Inch.

The blogs will be uploaded at least twice a week.

Launch of Every Inch:


Every Inch will be launching in May 2016, which is the ending of

Fall/Winter season and the starting of Spring/Summer. It will be the

perfect time to launch Every Inch. Every Inch will be holding a junk boat

event in June 2016 as part of the marketing and advertising movement.

See page ___ for more details.

J. Marketing Segmentation

1. Female Ages 16-38 years old

16%

84%

Ages 16-38 Female Population in Hong

Kong Ages 16-38Whole Population of Hong Kong

Hong Kong Census and Statistics Department state 1,365,500

(16%) of female living in Hong Kong in 2015 are ages 16-38 years old.

The highest categories include high school & university students working

professionals.

2. Expats living in Hong Kong

There are 395,000 expats living in

Hong Kong (50% female). Expats are

more in to a bigger size compare to the

Hong Kong local females. These

customers have difficulties in finding

size for their clothing.


3. The American Born Chinese (ABC’s)

The American Born Chinese (ABC’s),

are Chinese decent migrant

overseas. This is a large

demographic returned to Hong Kong

for an East Meets west lifestyle

within a strong economy. Living the

all American dream is still core to

their aspirations

4. Plus-size ladies

Plus-sized in Hong Kong includes

sizes Large and above. It is very

challenging in Hong Kong to find

bigger sizes than a large size. Few

stores that offer bigger sizes for

the plus-size women. Every Inch

is a brand that will cater bigger

sizes as well as smaller sizes.

5. Celebrities and Media/ Bloggers

While she smallest segment

media and bloggers in Hong Kong

and Asia are very influential. As

online media continues to

overtake the print media this

segment will be a key group to

engaged.


6. Expats Moms

The expats moms are also one of

our major target markets in our

product line. We aim to make all

women in all ages to feel

confidence wearing a brand by

giving them the suitable product

for them to wear.

7. Bargain Hunters

The bargain hunters are the

people who only shops when it is

sale season. They desire to buy

things in a cheaper price and does

not mind waiting for the sale

session.


K. Market Targeting

Stakeholder Analysis

Innovators:

The Expats and the American born Chinese will be our main target customers.

Early Adaptors:

The Plus size women will be our early target customers.

Early Majority:

The Celebrities/ Bloggers/ Media will be our early major customers.

Late Majority:

The Expats mom will be our late major customer.

Laggards:

The Bargain hunters will be our laggard customers.


L. Market Positioning

High-end fashion brand & Sport brand:

Roxy and O’Neill belong to this market group.

High-end fashion brand & Stylish brand:

Every Inch, Ozzie Cozzie and Sabina Swims belong to this market group.

Fast fashion brand & Stylish brand:

H&M and Forever 21 belong to this market group.


CHAPTER 6: CREATIVE PLAN

M. Marketing Mix Proposal

1. Product

Swimsuits78%

Dresses9%

Kimonos10%

Beach Towels3%

Stock

Product Description

Swimsuits One-piece, two-piece, tankinis, high-waist and

neoprene swimsuits with 100% UV protection

Dresses Summer dresses, Aztec inspired dress and floral

prints

Kimonos/

cover-ups/

Sarongs

Kimonos and cover-ups at the beach, Indonesian

style sarongs with traditional patterns made from

Indonesia and India

Beach towels Beach towels that can be use for sun-tanning,

relaxing at the beach


Swimsuits

Every Inch will be using the letter XS-6X sizes to make it easier for people to

check sizes rather than using numeral that may confuse the buyers. Every Inch

will also provide a universal size chart, so the consumer can easily find their

sizes.

Every

Inch

sizing

UK US Europe Australia

& New

Zealand

Bust Waist Hips Torso

XS 6 4 34 8 35 27.5 37 60.5

S 8 6 36 10 36 28.5 38 62

M 10 8 38 12 37 29.5 39 63.5

L 12 10 40 14 38.5 31 40.5 65

XL 14 12 42 16 40 32.5 42 66.5

XXL 16 14 44 18 41.5 34 43.5 68

1X 18 16 46 20 43 35.5 45 69.5

2X 20 18 48 22 44.5 37 46.5 71

3X 22 20 50 24 46 38.5 48 72.5

4X 24 22 52 26 47.5 40 49.5 74

5X 26 24 54 28 49 41.5 51 75.5

6X 28 26 56 30 51.5 43 52.5 77

Fabrics: Lycra, Spandex, Ultra-violet Protection fabrics (UPF)

Design Patterns: Animal prints, Polka-dots, Neoprene, Plain colors, Cool words


Product line and description:

High-waisted swimsuits Neoprene bikini

Crop top bikini Bandeau bikini

One-piece swimsuit


Dresses

Sizing:




sizes.

Every

Inch

sizing


& New

Zealand

Bust

(INCHES

)

Waist

(INCHES)

Hips

(INCHES)

XS 6 4 34 8 32 24.5 34

S 8 6 36 10 33.5 26.5 36

M 10 8 38 12 35 28.5 38

L 12 10 40 14 37 30.5 40

XL 14 12 42 16 39 32.5 42

XXL 16 14 44 18 41 34.5 44

1X 18 16 46 20 43 36.5 46

2X 20 18 48 22 45 38.5 48

3X 22 20 50 24 47 40.5 50

4X 24 22 52 26 49 42.5 52

5X 26 24 54 28 51 44.5 54

6X 28 26 56 30 53 46.5 56

Fabrics: Cotton, Linen (Light-weight), Silk

Design Patterns: Floral prints, Tribal prints, Cut-out, Plain colors


Product line:

Sweetheart shape dress Aztec-inspired dress

Kimonos/ Cover-ups

Sizing:




sizes.

Every

Inch

sizing


& New

Zealand

Bust

(INCH)

Waist

(INCH)

XS-S 6-8 4-6 34-36 8-10 33 25.5

M-L 10-12 8-10 38-40 12-14 36 29.5

XL-XXL 14-16 12-14 42-44 16-18 40 33.5

1X-2X 18-20 16-18 46-48 20-22 44 37.5

3X-4X 22-24 20-22 50-52 24-26 48 41.5

5X-6X 26-28 24-26 54-56 28-30 52 45.5

Fabrics: Sheer, See-through fabrics


Design Patterns:Floral prints, Plain colors, Tribal prints

Product line:

Kimonos

Sarong


Beach towels

Sizing:

Every Inch sizing Width Height

ONE SIZE 30 INCHES 90 INCHES

Fabrics: Cotton, Woven

Design Patterns: Prints, Cool words/ quotes prints, Every Inch logo prints

Production quantity

Item Description Quantity Seasons Total Quantity

(Yearly)

Swimsuits One-piece swimsuits 2,000 Biannually (2) 4,000

Two-piece bikinis 1,500 Biannually (2) 3,000

High-waited bikinis 2,000 Biannually (2) 4,000

Cropped-top bikinis 1,500 Biannually (2) 3,000

Bandeau bikinis 2,000 Biannually (2) 4,000

Dresses Summer dresses 500 Quarterly (4) 2,000

Kimonos Kimonos 400 Biannually (2) 800

See-through cover ups 400 Biannually (2) 800

Sarongs 400 Biannually (2) 800

Towels Beach towels 150 Quarterly (4) 600

Total: 23,000

See page 33 for the unit costing.


Packaging

The packaging for Every Inch will be store in a box. Every Inch chose not

to store our product in a plastic bag is because we want to keep the

product safe and store it in a good condition. Inside the package, Every

Inch will also include a certificate card of 100% UV protection for all

swimsuits, stickers of Every Inch brand logo, free posters from the look

book and a receipt of the transaction and a return slip for any return

items for exchange back to our warehouse.

Packaging (box):

Certificate card of 100% UV protection for all swimsuits:

The purpose of providing the consumers a certificate of authenticity is to

prove that Every Inch guaranteed that our swimsuits are 100% UV

protection. By carrying this card, it is also a proof that the swimwear was

made originally by Every Inch.


Stickers of Every Inch brand logo:

Return slip for return/exchange:


ORDER SUMMARYOrder date Wednesday, 26th August 2015Reference number EIS000248

Customer name Diana Fung

QTY Code Description Reason1 103-091-050-019 Feather beach towel1 101-046-024-002 Aztec pink dress1 100-003-012-002 Polka dots bikini set (yellow)

Reason code:1 – Incorrect size2 – Quality issue3 – Item is not the same as shown in the picture4 – Change of mind, will exchange with another item5 – Item was delayed and has lost interest 6 – The item has been damage due to packaging issue

Return & Exchange policy:1. All products must be shipped to us within 20 days along with this paper.2. We strictly DO NOT accept refunds, only return and exchange.3. All tags needs to be attached with the item.4. All item should not been worn or used.5. Return shipping fee is required to be paid by the buyer.

Please place this sticker for returning your goods to us. Please note that this is not a pre-paid label.

2. Price

Every Inch approaches a competitive price from HK$280 up to

HK$580.

Product: Price range:

Swimsuits HK$380-HK$550

Dresses HK$320-HK$580

Kimonos HK$280-HK$480

Beach towels HK$180-HK$320

Unit cost: (in HK$)

Item Description Unit price Selling price Total price

Swimsuit

s

One-piece swimsuits 170 280 450

Two-piece bikinis 190 290 480

High-waited bikinis 190 330 520

Cropped-top bikinis 190 330 520

Bandeau bikinis 180 300 480

Dresses Summer dresses 100 280 380

Kimonos Kimonos 140 180 320

Cover-ups 100 180 280

Sarongs 150 200 350

Towels Beach towels 60 160 220

Tag price (swimsuits): Tag price (dresses):


ORDER SUMMARYOrder date Wednesday, 26th August 2015Reference number EIS000248

Customer name Diana Fung

QTY Code Description Reason1 103-091-050-019 Feather beach towel1 101-046-024-002 Aztec pink dress1 100-003-012-002 Polka dots bikini set (yellow)

Reason code:1 – Incorrect size2 – Quality issue3 – Item is not the same as shown in the picture4 – Change of mind, will exchange with another item5 – Item was delayed and has lost interest 6 – The item has been damage due to packaging issue

Return & Exchange policy:1. All products must be shipped to us within 20 days along with this paper.2. We strictly DO NOT accept refunds, only return and exchange.3. All tags needs to be attached with the item.4. All item should not been worn or used.5. Return shipping fee is required to be paid by the buyer.

Please place this sticker for returning your goods to us. Please note that this is not a pre-paid label.

Tag price (kimonos/cover-ups): Tag price (beach towels):

Overall costing: (in HK$)

Item Description Quantity Price Total price

Swimsuit

s

One-piece swimsuits 4000 320 1,280,000

Two-piece bikinis 3000 330 990,000

High-waited bikinis 4000 360 1,440,000

Cropped-top bikinis 3000 370 1,110,000

Bandeau bikinis 4000 360 1,440,000

Dresses Summer dresses 2000 280 760,000

Kimonos Kimonos 800 180 144,000

See-through cover ups 800 180 144,000


Sarongs 800 200 160,000

Towels Beach towels 600 160 96,000

Total 6,880,000

3. Place

Every Inch is an online shopping based in Hong Kong. Every Inch will

mainly ship to Asia such as, Hong Kong, China, The Philippines, Thailand,

Singapore, Indonesia, Malaysia, South Korea, Japan, Taiwan, Cambodia,

Vietnam, India and Macau. Every Inch will also ship to Europe, Australia,

New Zealand, South Africa and to the United States such as, the United

Kingdom, Spain, Germany, Italy, Sweden, California, Texas, South Africa,

Argentina, Chile, Brazil, France, Hawaii, Honduras, Puerto Rico and New

York.

The online shopping website is www.everyinch.squarespace.com

Every Inch will be based in Hong Kong. This is because Hong Kong has a

brand that people trust more than any other in Asia and getting a Hong

Kong corporation is cheap and easy compare to other countries such as,

the United States. For the future, Every Inch hopes to expand throughout

the Asia, as well as to Europe and to the United States.

The main office/ headquarter in Hong Kong will be located in Kwun Tong,

Kowloon. Kwun Tong has plenty of manufacturers residing their offices

there and the rental rate are affordable. Every Inch will be renting 2 units.

1 for production, packaging and the second one will be for office.


Lemmi Centre (Hong Kong)

Address: 50 Hoi Yuen Road, Kwun Tong

Floor area: 7, 204 square feet

Transportation nearby: MTR, Bus, Minibus and Taxi

Car parking facilities: car park covered and lorry

parking

Facilities nearby: Shopping malls, banks and hotels

Price: HK$ 7,500 per month

4. Promotion

Every Inch will offer customers a loyalty card when they have purchase

more than 10 bikinis and a 10% discount when they reach up to

HK$1,500 spending.

Before the launch of Every Inch, we will offer consumers a 10% discount

on their first purchase at any items, in return of sharing Every Inch to

their social media such as, Facebook and Instagram. The consumer can

have a second discount of 50% on the second item purchase if they have

invited or tag 5 people in Facebook and Instagram.

The promotion for Every Inch will include advertisement in newspapers,

online advertisement, blogs on website, Junk boat party promotional

event, sponsorship on party events in Asia, Look books and Social media

such as, Facebook, Instagram and a ‘YouTube’ channel.

Promotion type Details Cost

(HK$)

Newspapers

advertisement

Every Inch chose HK Magazine for the

newspaper advertisement. This is because HK

Magazine is free of charge and people can grab

it for free. HK Magazine is being distributed in

92,400


the coffee shops, bars, gym, bookstore and

many more. Every Inch will be doing

advertisement for 3 period of advertisement

monthly.

Sassy Hong Kong

advertisement

(Online)

Sassy Hong Kong is a Hong Kong based lifestyle

online girl’s hub guide that covers latest trends

in town. Sassy Hong Kong can help Every Inch

by promoting the brand. Sassy Hong Kong have

about 16,000 subscribers and 180,000 website

visitors per month.

20,000

Blogs on website Every Inch blogger will post blog every week

about any updates, new arrival swimwear,

discount offers and promotion from the brand.

13,000

per

month

Junk boat party

event

Every Inch will be hosting a junk boat party on

summer time around June and August. The

bloggers, media will be invited to the event to

cover the event by posting it to their blogs and

feature it into their magazines. The second junk

will be the consumer. A contest will also be

held for whoever wears the best swimsuit will

win a pair of Every Inch swimsuit. This event

will be open for public as well but on random

selection. The chosen candidate can bring 1

friend to attend the event.

Initial

budget

80,000

Collaborations in

party events in

Asia

Every Inch will collaborate and sponsor with

some party events in Hong Kong and Asia such

as, Beatship is an EDM boat party held in Hong

Kong, Close-Up Summer party is an EDM live

party held in The Philippines, and It’s The Ship

is an EDM boat party held in Singapore. Every

Inch will sponsor these events by giving out

giveaways of stickers and swimsuits for anyone

who have spend more than HK$10,000. There

Initial

budget

90,000


will also be a booth to sell our products.

Look books Every Inch look books can be distributed or be

read for free of charge in coffee shop, bar

lounge such as, Starbucks, Pacific Coffee, Holly

Brown, Pirata, Al’s Diner, and On Dining

Kitchen & Lounge.

Initial

budget

of

printing

15,000

Social media Every Inch will promote through social media

networking, such as, Facebook, and Instagram.

Salary of

Creative

Team

5. People


CEO/ Owner

Operational Director

Distribution Assistant




Driver/ Delivery Man

Driver/ Delivery Man

Accountant

Human Resource Manager

Administrator

Creative Director

Head Designer

Junior Designer

Junior Designer

Junior Designer

Blogger

Photographer

Public Relation

Marketing & Adverting Executive

Marketing & Advertising Executive

Every Inch has a total of 21 staffs. It is divided into 4 departments, the Creative

Team will work on the designs of the clothing, patterns, fabrics, production,

photoshoot and blogs, the logistic team will take care of all the orders, packaging

and delivery process, the Marketing and Public Relation Team are in charge of

planning a good advertisement and marketing planning, and lastly the Finance &

Human Resource Team are in control of the financial situation of the company,

making sales report, taking care of the staff, hiring people and handling customer

services.

See Appendix II, page 55, for more details on job titles, job description, number of

staff required and expected salary.

6. Physical Evidence

A. Promotion -

HK Magazine

advertisement

B. Promotion -

Sassy Hong

Kong

advertisement


C. Promotion

(Junk boat

party event

poster)

D. Promotion

(Collaboration

with Beatship,

Hong Kong)


E. Promotion

(Collaboration

with Close-Up

Forever

Summer Party,

The

Philippines)

F. Promotion

(Collaboration

with It’s The

Ship,

Singapore)


G. Look Book

(Photoshoot)

See page 60, for more details on photoshoot planning, set-up,

timeline and behind the scenes

7. Process

Product Development:


N. Promotional Mix Proposal

1. Advertising


Ideas and Research

The creative team need to gather all ideas of styles and the latest trend. Research about different kind of sizes and make a size chart for customers convenience.

Design/ Sketch

The designers need to create designs and sketches of different kind of elements. There will be a panel of which designs will be chosen. Designs need to include detailing of the outfit, sewing technique, pattern design and color palette.

Sample Making

The selected product designs will be use to start making samples with different sizes. The designers will then create the samples for testing. The samples need to show every detail properly in order to know how the outfit will really look like.

Testing

After all the sample making are done, a tetsing procedure will take place. The PR team will invite diferent body types of women to try on the samples and see how it will look like. The photographers will take pictures during the testing procedure.

Develop

After the testing procedure, the chosen outfits can began to be develop. The development includes, more detailed designs, patterns, color palette and sizing that the designers will work on.

Packing

After the development, The distribution assistants can start to pack all the outfits. Packing includes, labels on the outfits, tag prices, wrappin up the outfit into the packaging box, ready to be ship. The Marketing team are in charge of the packaging designs.

Product Launch

Finally, after succesfully conducted all the process of product development, Every Inch will be ready to launch to press, media and to consumers. The marketing and PR team then need to work on the launching procedure.

Social Media platforms:

Facebook is a well-known Social Media Networking site. The best way to

advertise Every Inch is through Facebook announcement. There are about

1.44 billion active users in Facebook. With the help of Facebook, people

will start to know about Every Inch.

Instagram is a Social Media Networking site that is known for posting and

sharing pictures and videos. There are about 300 million Instagram users

and more than 70 million pictures and videos are shared online daily.

2. Public Relation


Every Inch will be organizing 2 Junk boat parties during the summer

season on June and August 2016. The first junk party will be

exclusively for media, bloggers and celebrities only. Every Inch will

invite the media for them to cover our event and make a blog/ review

about our mission and brand identity to the public. The second junk

party will be for the consumers. It will be randomly selected through a

post on Facebook and Instagram. There will be a post to be made by

the creative team and the consumer can tagged their name and a

friend’s name in the comment box and Every Inch team will select the

winner randomly. There will be approximately around 30-40 people

who can join the junk boat party.

There will be a press release to be made by the PR on every event and

campaign that Every Inch is going to held. The promotional of these

events will also include posters and handling out of flyers in the busy

street of Hong Kong such as, Central/ Soho and Causeway Bay.

Here is a timeline for the first junk party to be held on 15th June 2016:

Project

Every Inch “Sizzling Summer Boat Extravaganza” (Media party)

Location

Central Pier No. 9 (Meeting place)

Clear Water Bay (Boat destination)

Central Pier No. 9 (Drop-off)

Date & Time

Sunday, 12th June 2015

10:00am (Meeting time)

17:30pm (Drop-off time)

Aims


Every Inch wants to gather all the media, plus-size celebrities and

bloggers to come join us in our boat party to be held in June 15.

Every Inch aims to promote the brand and to connect to the media

to gain their trust and loyalty

Project Team

Title Name Roles & Responsibilities

Operational

Director

Michelle Chan Assigning tasks to people and

following up with everything

Creative

Director

Diana Fung Finding sponsors and looking

after the creative team

PR Ritika Gajwani Press release announcement,

personally invite the media,

bloggers and celebrities

Blogger Doyel Dawson Make a blog about the junk

party

Graphic

Designer

Gerald Christophe Making poster for event and

invitation cards to media

Photographer Ryan Alfon Taking images for the posters

and the junk party

Head Designer Candice Baker Decide on which outfit to

feature and to giveaway

during the event

Junior Designer Sasha Yeung Assisting the head designer

Administrator Grace Chan Making lists, organizing,

making timelines and paper

works

Marketing

Executive

Kenny Cheung Promote the event through

social media

Accountant Shane Wong Budgeting and handling the

payments

Station timeline during the junk party event


Michelle Chan Welcoming and entertaining guests

Diana Fung Welcoming and entertaining guests

Ritika Gajwani Catching up with the media, bloggers and

celebrities that are invited

Doyel Dawson Highlighting the entire event and make a blog

Gerald Christophe In charge of visualizing the venue

Ryan Alfon Taking pictures of the event

Candice Baker Taking care of the swims and station in the booth

area

Sasha Yeung Assisting Candice

Grace Chan Checking guest list before boarding the boat

Kenny Cheung Welcoming and entertaining guests

Every Inch junk party promotional poster

3. Direct Marketing


Social Media: Facebook and Instagram:

Social media advertisement is probably the most convenient and

easiest way to promote a brand. The social media has become a bigger

picture into the people’s world. Every Inch can direct their market by

using these two major social media platforms.

Personalized emails:

Every Inch will be sending personalized emails to the media, bloggers,

celebrities and selected customers or members. A personalized emails

will be handed out when Every Inch is hosting an event such as, Junk

boat party invitational, party collaborations promotional and new

products available in online store. Personalized emails are free of

charge, fast and convenient.

Newsletter:

Newsletter will be sent out to the media, bloggers, celebrities and

subscribers through emails, also known as e-newsletters. Newsletters

are different from personalized emails, it is not an invitational

message. It is more on the news and what is new in the store.

Newsletter can be use to announce the latest Spring/ Summer 2016

collection by showcasing the lifestyle and catalog pictures of the latest

products.

4. Sales Promotions


20% discount for first 10 customers:

Every Inch will be offering a 20% discount for the first 10 customers

who have purchased products from the online store. There will be an

announcement on when this promotion will start through Every Inch

social media accounts, Facebook and Instagram as well as the brand

website.

The first 10 customers can enjoy a 20% discounts and when they feel

satisfied with the product, there is a possibility that they will purchase

more items from us. This will boost Every Inch business sales and

strategy.

10% discount for recommending a friend through social media:

Every Inch will be giving 10% discount for consumers who have

recommended a friend to our brand by asking their friends to share

our post in Facebook or Instagram. This will be pick in a random order

with a time slot given to the consumers on when to share our post

online.

5. Personal Sales


Networking at events:

The Public Relations team of Every Inch will be in charge of promotion

the brand by doing some personal sales. The PR agents are required to

attend invitational parties from the media, bloggers and celebrities,

open invites party events in Hong Kong and across Asia and to go

around different places with large crowd of people to promote Every

Inch and spread the word that the brand want the consumer to know.

The PR agents will also need to collect contact details from the people

they have spoke with to gain more connections and power.

O. Statement of Activities and Expected Results


Channel Audience

(monthly)

Cost

(HK$)

Conversion Average

spending

(HK$)

Return On

Investment

(HK$)

YouTube Video 300,000

views

20,000 2%

(6,000)

300 1,800,000

HK Magazine

Advertisement

236,000

readers

(708,000

readers for

3 months)

92,400 1%

(7,080)

300 2,124,000

Sassy Hong Kong

Advertisement

180,000

visitors

20,000 3%

(5,400)

300 1,620,000

Instagram 800

followers

45%

(360)

300 108,000

Junk boat party 80

participants

80,000 70%

(56)

400 -22,400

Party collab

(Beatship)

2,000

guests

30,000 20%

(400)

400 160,000

Party collab

(Close-up

Summer )

16,000

guests

30,000 15%

(2,400)

400 960,000

Party collab

(It’s the Ship)

3,800

guests

30,000 25%

(950)

400 380,000

Look Book

distribution in

bars and coffee

shops

1,000

copies

15,000 20%

(200)

400 80,000

Total 317,400 22,846 7,174,400

P. Implementation Schedule

Activity Jan/ Mar Apr May Jun Ju Aug Sep Person in-


Feb l charge

Planning marketing

strategy

✓ All team

Design in process ✓ Designers

Test market ✓ All team

Production ✓ Designers

Photoshoot ✓ Photographer,

Creative team

Create social media ✓ Marketing

Executives

Packaging ✓ Designers

Press release ✓ PR

Distribution of look

book

✓ PR,

Administrator

Every Inch launching ✓ All team

20% discount

recommend a friend

to share

✓ Marketing

Executive,

Blogger, PR

HK Magazine

Advertisement

✓ ✓ ✓ Marketing

Executive

Sassy Hong Kong ✓ ✓ ✓ Blogger, PR

Junk boat party ✓ ✓ All team

Party collabs

(Beatship)

✓ ✓ ✓ All team

Party collabs (Close-

up)

✓ All team

Party collabs (It’s

The Ship)

✓ All team

Prepping for end of

summer sale

✓ Distributors,

Marketing

Q. Budget and Return On Investment


Budget Plan Cost (HK$)

(1 year)

Budget Plan Cost (HK$)

(1 year)

Start-up Capital 10,000,000

Rental fee

(HK$15,000)

180,000 Vehicles (2)

(Toyota)

500,000

Internet bills

(HK$500)

6,000 Computers (8)

(iMac HK$8,388)

100,565

Electricity bills

(HK$6,000)

72,000 Telephones (5)

(Philips HK$319)

1,595

Telephone bills

(HK$1,000)

12,000 Printers (2)

(HP)

15,376

Salaries

(HK$288,000)

3,456,000 Fax machines (2)

(Brother HK$888)

1,776

Advertising 327,400 Sewing applications 1,000,000

Website developer

(Squarespace HK$250)

3,000 Fabrics, sewing

materials, packaging

600,000

Business license 2,000 Furniture 500,000

Trademark logo design 1,500 Office supplies 40,000

Water bills

(HK$600)

7,200 Photoshoot 20,000

Renovations/

improvements

20,000

Gas expenses

(HK$5,000)

60,000

Insurance

Product liability 20,000

Workers compensation 20,000

Business assets 20,000

Total: 6,952,860

Return On Investment (ROI)


Year 1

(2016)

HK$

Year 2

(2017)

HK$

Year 3

(2018)

HK$

Cumulative

Total

HK$

Total Costs 6,952,860 4,930,400 4,930,400 16,813,660

Total Benefits 7,174,400 7,200,000 7,200,000 21,574,400

Net Benefits 221,540 2,269,600 2,269,600 4,760,740

For the year the total cost for Every Inch business campaign will cost

more in 2016 (HK$6,952,860) compare to the next 2 years in 2017 and

2018.

The total benefits from all the sales coming from the advertisements and

marketing strategy will be HK$7,174,400.

For 3 years (2016-2018) the total costs is HK$16,813,660 and the total

net benefit will be HK$21,574,400.

Overall in 3 years, Every Inch will gain a profit of HK$4,760,740.

R. Control and Evaluation

According to the marketing/ financial plan, Every Inch will make profit in

return and will continue the business in the future but the whole team

will still need to adjust and make measurement regarding the cost. The

adjustment will be done in a monthly basis.

Task: Duration

Review last month sales, expenses, loss and gains 1st week

Make projection by advertisement, giving promotions 2nd week

Monitor the first 2 weeks sales 3rd week

Report any loss and take action on how to gain it back 4th week

Appendix I:

Details on People on page 38,

1. Creative / Operational Director


Job Description/ Duties: Directors are in charge of managing people,

making sure that everyone is on the right

track, handling business crisis and customer

complaints. Great understand on customer

service is a must. Creative director is in

charge of the creative team and the

operational director is in charge of the

operation of the business

Qualifications: Degree level in Management, Fluent in

English, Cantonese and Mandarin is

preferred. At least 2 years experience in

management.

Salary: HK$25,000

Number of staff needed: 2

2. Creative Team

A. Head Fashion Designer

Job Description/ Duties: Head Fashion Designer is in charge of the

designs for the brand collection on

swimwear, dresses. A good knowledge in

designing, sewing and fashion cycles is a

must. Required to work under pressure.

Qualifications: Degree level in Fashion Design. Fluent in


preferred. At least 2 years experience as a

fashion designer in a fashion swimwear

brand.

Salary: HK$ 17,000


B. Junior Fashion Designer

Job Description/ Duties: Junior Fashion Designers are in charge of

working on the design sketches, fabric

hunting, researching on the latest swimwear


trend. Fresh graduates will be considered

based on their portfolio.

Qualifications: Degree level in Fashion Design, Fluent in


preferred.

Salary: HK$ 13,000


C. Graphic Designers

Job Description/ Duties: Graphic Designers are in charge of creating

brand logos, visual presentation and a good

knowledge on Adobe Photoshop is a must.

Responsible for editing pictures and website

layout.

Qualifications: Advanced Diploma/ Associate Degree in

Visual Design. Fluent in English and

Cantonese. Have at least 1 year experience in

visual field.

Salary: HK$ 12,000


D. Blogger

Job Description/ Duties: Blogger is in charge of creating blog in the

website. Need to go around place to interview

people, making surveys and understanding

the consumer lifestyle.

Qualifications: Degree in Journalism. Fluent in both spoken

and written in English. Have at least 1 year

experience in journalist field.

Salary: HK$ 13,000


E. Photographers

Job Description/ Duties: Good knowledge in Photography and

Videography. Handling photo-shoots, video-

shoots and taking pictures of the products.


Qualifications: Advanced Diploma/ Associate Degree in

Photography/ Videography. Fluent in English,

Cantonese and Mandarin is preferred. Have at

least 1 year experience in photography field.

Salary: HK$ 13,000


3. Logistic Team

A. Distribution Assistants

Job Description/ Duties: In charge of handling orders, distributing and

packaging orders. Good knowledge of using

computer software.

Qualifications: Fluent in English, Cantonese and

Mandarin is preferred. At least 1 year

experience of any working field.

Salary: HK$ 10,000


B. Drivers/ Delivery Man

Job Description/ Duties: Good knowledge of directions in Hong Kong

for delivery.

Qualifications: Fluent in English, Cantonese and Mandarin is

preferred. Must have a driving license.

Salary: HK$ 10,000


4. Marketing & Public Relation Team

A. Marketing and Advertising Executives


Job Description/ Duties: In charge of planning strategies and

advertising and ensuring that it will work out

very well. Required to work under pressure.

Qualifications: Degree level in Marketing or Advertising.

Fluent in English, Cantonese and Mandarin is

preferred. At least 2 years experience in

marketing or advertising field.

Salary: HK$ 14,000


B. Public Relation

Job Description/ Duties: Public Relation is in charge of promoting the

brand through social media platforms and

going places to promote the brand. Good

interpersonal skill is required.

Qualifications: Degree level in Public Relation. Fluent in


preferred.

Salary: HK$ 14,000


5. Finance & Human Resource Team

A. Accountant

Job Description/ Duties: Accountant is in charge of making financial

reports, sales reports, break-even analysis.

Good knowledge in mathematics, calculations

is a must. Required to do daily sales reports.

Qualifications: Degree level in Accounting or Finance. Fluent

in English is required. Have at least 2 years

experience as accountant.

Salary: HK$15,000


B. Human Resource Manager


Job Description/ Duties: Human Resource Manager is in charge of

taking interviews and selecting the right

candidates.

Qualifications: Degree level in Human Resource. Fluent in


preferred. Have at least 2 years experience in

human resource field.

Salary: HK$ 16,000


C. Administrators

Job Description/ Duties: Administrators are in charge of handling

phone calls, receiving mails, replying to e-

mails and provide a great customer service.

Good knowledge in computer software,

Microsoft word, excel and outlook.

Qualifications: Advanced Diploma/ Associate Degree holder.

Fluent in English, Cantonese and Mandarin is

preferred. Have at least 1 year experience of

any working field.

Salary: HK$ 11,000


Details on Photoshoot from page 41.


The Crew

Creative Director: Michelle Chan

Models: Doyel Dawson, Diva, Andria

Photographer: Without Equal

Videographer: Without Equal

Make-up artist: Krishna Kanaiya

Stylist: Annie Law and Alisha Rai

1

The Models

Doyel, Diva, Andria

2

The Make-up

• Nude colors (natural look)

• Lipstick is a must!

3

The Lifestyle Photoshoot

• 9 shot of lifestyle shoot (beach

area)

• Models needs to look sexy and

confident

• Models may need to go into the

water, hair might get wet

• Needs to catch the sun for better

scenery

4

Lifestyle shot 1 (Sexy back)

This shoot is the probably the most sexy

one as the swimsuit is a backless. It will

need to show the back details of the

swimsuit while the model need to look

sexy. 5

Lifestyle shot 2 (Sunshine)

Lifestyle shot 1 (model, outfit)

6



The shoot will be mainly in the sand,

while having the model sit down on it and

pose while showing the swimsuit at the

same time. Catching a wave in the

photograph would be great if lucky.

7

8

Lifestyle shot 3 (Rock shot)

This shoot concept is going to be in the

rock area. Catching some wave would be

nice if possible 9


10

Lifestyle shot 4 (Rock shot)

This shot will be shooting on the rocks

area. The model need to be bare feet and

she need to look relax. 11


12

Lifestyle shot 5 (Skinny vs Curvy shot) Lifestyle shot 5 (model, outfit)


This shot is a duo between skinny and

curvy girls. The shot need to look like

both body types are cool and can be a role

model or inspiration.

13

14

Lifestyle shot 6 (Plus is sexy shot)

The model need to look relaxed and stand

by the edge of the water. The shot need to

look dope

15


16

Lifestyle shot 7 (Water Shot)

The shoot needs to be on the water, a

little dip on the water is also fine. Need to

find the clearest water if possible.

17


18

Lifestyle shot 8 (Tree/ rock dress shot) Lifestyle shot 8 (model, outfit)


This is the second dress shoot. It will be in

a tree area. The model will sat down with

the beach towel by focusing on the dress

and at the same time the model need to

look sexy as the dress is quite sexy.

19

20

Lifestyle shot 9 (Walk the beach shot)

The shoot is focusing on the dress and as

well the face of the model. This shoot

needs to look relaxed, happy and almost

like a vacation scenery. The model will

them walk in the sand with bare feet

while holding a pair of sandals

21


22

References:


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Its The Ship. (n.d.). Retrieved September 6, 2015, from

http://www.itstheship.com

Keep Your Cool! The 8 Best Summer Fabrics | Babble. (2013, May 22). Retrieved September 6, 2015, from http://www.babble.com/latina/keep-your-cool-best-summer-fabrics/

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Retailers are missing out on a $9 billion opportunity - Business Insider. (2015, July 20). Retrieved September 6, 2015, from http://www.businessinsider.my/retailers-arent-selling-to-plus-size-women-2015-7/#6ZvEoKbyGDJmREcC.97

Rising Number of Expatriates in Hong Kong Triggers Demand for Expat Health Insurance.

(n.d.). Retrieved September 6, 2015, from http://www.pacificprime.hk/news/rising-number-of-expatriates-demands-expat-health-insurance/

The Hottest Swimsuit Styles From Resort 2016 Swim Week. (n.d.). Retrieved September 6, 2015, from http://www.instyle.com/fashion/swimsuit-styles-resort-2016-miami-swim-week

The ultimate guide to shopping in Hong Kong - Lonely Planet. (2015, April 2). Retrieved September 9, 2015, from http://www.lonelyplanet.com/china/travel-tips-and-articles/58854


http://www.instyle.com/fashion/swimsuit-styles-resort-2016-miami-swim-week

http://www.instyle.com/fashion/swimsuit-styles-resort-2016-miami-swim-week

http://www.pacificprime.hk/news/rising-number-of-expatriates-demands-expat-health-insurance/

http://www.pacificprime.hk/news/rising-number-of-expatriates-demands-expat-health-insurance/

http://www.businessinsider.my/retailers-arent-selling-to-plus-size-women-2015-7/#6ZvEoKbyGDJmREcC.97

http://www.businessinsider.my/retailers-arent-selling-to-plus-size-women-2015-7/#6ZvEoKbyGDJmREcC.97

http://www.censtatd.gov.hk/hkstat/sub/sp150.jsp?tableID=002&ID=0&productType=8

http://www.censtatd.gov.hk/hkstat/sub/sp150.jsp?tableID=002&ID=0&productType=8

http://www.babble.com/latina/keep-your-cool-best-summer-fabrics/

http://www.itstheship.com/

http://venturebeat.com/2015/04/22/facebook-passes-1-44b-monthly-active-users-1-25b-mobile-users-and-936-million-daily-users/

http://venturebeat.com/2015/04/22/facebook-passes-1-44b-monthly-active-users-1-25b-mobile-users-and-936-million-daily-users/

Documents

MSP Assignment 3 (Michelle)_TE