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KHIRYInvestor PresentationMarch 2017
STIFLING PERCEPTIONS OF BEAUTY & LUXURY
French ItalianItalian FrenchFrench
Luxury fashion is distinctly European with nearly every fashion house founded and based out of Milan or Paris.
Italian French French Italian Italian
Italian
KHIRY will be the first luxury fashion brand that will stray from a traditional European
origin.
KHIRY will expand the definition of luxury and create a new paradigm
for aspiration, highlighting the beauty, richness, culture, and
heritage of the African Diaspora.
LUXURY REIMAGINED
KHIRY Collection
• DesignandproductdevelopmentinNewYorkCity• FinalmanufactureinThailand
• Vermeil construction(18kgoldorrhodiumplatedsterlingsilver)• Shortestleadtimerelativetootherproductcategories
• Pricepointsrangingfrom$240to>$1,000• Grossmarginsexceeding70%
DEBUT COLLECTION
“CLEAN AND UNADORNED – LIKE GESTURAL BRUSH STROKES WORN ACROSS A WRIST OR FINGER.”
– New York Times, T Style Magazine
SPRING 2017
FALL 2017 COLLECTION
TRACTIONPressfollowingSeptember2016NewYorkFashionWeeksoft-launch:
$25,670Raised on Kickstarter, 125% of goal
achieved in June 2016
• Accessories: 30% of the personal luxury goods market | 3% sales growth last year
(Bain, Luxury Goods Worldwide Market Study, 2015)
• Apparel & Fashion: $67 billion retail sales value | Jewelry: $16 billion retail sales value
(Bain, Luxury Goods Worldwide Market Study, 2015)
• Steady rise of online sales
(McKinsey&Company, The Opportunity in Luxury Fashion, 2015)
MARKET
POSITIONING
Fine Jewelry
More Expensive
Less Expensive
Fashion Jewelry
Price point: HighDesign: Bold, luxe statement
B Traditional Luxury Houses (Louis Vuitton, Alexander McQueen, Chanel)Price point: HighDesign: Outmoded designs that sell solely on brand equity
A The Comp(Aurelie Bidermann, Sophie Buhai, Charlotte Chesnais, Maiyet)Price point: HighDesign: Uncompelling designs with indistinct brand narratives
C Mid-line Fashion Jewelry (Paul Mendoza, Pamela Love)Price point: MediumDesign: Ranging from simple to bold, unimpressive quality
A
B
C
KHIRY
UNFAIR ADVANTAGE• Expansiverelationshipsinfashionphoto/videoproductionrangingfromphotographers,stylists,modelagencies,hairandmakeupartists
• Strongpressfollowingandinterestinthebrandfromtopfashionpressoutlets
• GrowingrelationshipswiththetopluxurywholesalebuyersinNewYorkCity
• Expertiseinfashionlogisticsanddistribution
• Strong,relevantbrandidentityandmessage
CUSTOMER PROFILESFashion aware woman
High earner not rich yet (HENRY) splurges on fashion purchases, younger, high online/social interaction, specialty
store and e-commerce focus
Price insensitive professional womanRegular designer shopper, older, brick-and-mortar department
store focus
Gift shoppersLower fashion awareness, high reliance on reputable voices in fashion, holiday-intensive shoppers, reliance on gift guides, e-
commerce and department store focus
B2C RETAIL
E-commerce • Site relaunch April 2017• Seamless path to purchase• Houses brand creative content
Pop-Up Shops • Consumer interacts with brand directly• Test new geographic markets• Short-term brick & mortar during key
selling times
B2B WHOLESALEDepartment Stores • Traditional luxury consumer• High brand exposure
Specialty Stores • Discerning fashion consumer• Builds perception of exclusivity
E-retailers• Access to a broad range of consumers• Entry to international distribution
MARKETING CYCLE
KHIRY MARKETING CONTENT
Brand partnerships
In-house blog content (launching in Spring 2017)
In-house image and video production PRESS
Fashion editorials
Online features–interviews, gift features, brand news articles
Celebrity/blogger features
SOCIAL MEDIA & EMAIL
Reposts/newsletters of press features, editorials, and celebrity sightings
Curation of brand blog features, inspiration, product images, and in-house creative assets
LONG TERM VISION
• Complete luxury brand with a full assortment across product categories
• Origin in accessories adds authenticity to the high-margin category (a cash-cow benchmark in the industry)
• Khartoum Silhouette logo synonymous with KHIRY’s distinctive take on luxury
TEAM
Chief Executive Officer, Barneys New York
Daniella Vitale
Jameel MohammedFounder and Creative Director
Hollis De LaneyMarketing Manager
ADVISORS
Director of Operations
Marc Butakis
Managing Partner,Threadstone LP
Billy SusmanPresident, U1 TechnologiesInvestor, Margaretta Colangelo Ventures
Margaretta ColangeloTechnologies
Venture & Private Equity
PAST INVESTMENTSMART Consulting
Deal closing by April 1$75,000
Marc Butakis, Director of Sales Operations and Customer Services, Marc Jacobs InternationalAugust 2016
$25,000
KICKSTARTER CampaignJune 2016$25,000
SEEKING INVESTMENT
$250,00 - $350,000
FUND ALLOCATION TO OPERATING EXPENSES
Creative Content
Photographers & Videographers
Stylists
Models
Hair & Make-up Artists
Set Design & Studio
Development and Manufacturing
Packaging Development
Shipping and Fulfillment
Accounting
Legal Services
Web Dev & Hosting
Insurance
AdministrativeProductPromotional Events
Trunk Shows & Pop-up Shops
Physical & Digital Ad Spend
PR & Sales Showroom
Marketing
SEEKING ADDITIONAL SUPPORT
1. Introductions to retail channel buyers
2. Introductions to press outlets and editors
3. Introductions to celebrities for marketing partnerships
4. Strategic business and retailing advisors
