Good Example Of Argumentative Essay On Launching Of Capsule Collections For Nigerians
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This project involved the designing of scarves for the Nigerian people living in London. Nigeria is the MINT country that was chosen, and this was a result of careful considerations. Factors such as the attachment to tradition and patriotism were taken into account in selecting Nigeria as the MINT country. Besides having patriotic people, Nigeria has a beautiful nature whereby there are several birds. This is an inspiration to designing scarves that have got some aspects of the country's tradition. The Brand that was chosen to be the label of the products was Kenzo. The stem from which this decision emanated from is the financial establishment of this brand. Kenzo has soared beyond heights thereby establishing unbeatable levels and by choosing it as the label that is going to accrue massive benefits. The products' prices will be relatively higher than those that Kenzo charges because of the fact that the products will be launched during Nigerian Independence Day, and so we expect to sell out.
A number of reasons were considered for Kenzo selection. It is one of the main brands that Mantero produces and distributes for; various textile products. From the research that was undertaken, the life expectancy for Nigerians is low, ranging from 35 to early 50s (Fernie, 2013). Kenzo is a brand that mainly deals with fashion for the young generation. Therefore, Kenzo would be the most appropriate brand because it shall be able to produce and distribute products that are identifiable with the young generation of Nigerian women whose age bracket is 20-40 years. Choosing a different brand would be a mistake, and the possibility of selling out the products could have been dwindled. The key reason for which Kenzo was chosen is that this brand can produce products that are stylish, modern, rightful and magnificent for the nouveau riche Nigerians. It goes without saying that every wealthy person would want something that would make them look beautiful, gorgeous and distinctive from the rest of the multitude. As a matter of fact, Rich Nigerians are very stylish and prefer to look as such. Kenzo shall give them exactly the opportunity of being distinctive. Moreover, Kenzo being of Japanese origin, it shall bring a nice fusion of the Japanese and Nigerian cultures into the products. Fusion of culture leads to diversification of people’s cultures and thereby making their experiences better (Varley, 2014). The Nigerians would be able to identify with the Chinese people existing in London and hence enhancing inter-racial relationships and interactions. Additionally, Kenzo is a brand that is recognized worldwide and in the event; the wealthy Nigerians would be easily influenced to buying a product from Kenzo because of its popularity.
Nigeria was chosen as the MINT country because of many reasons. To start with, Nigerians are people that have a sense of fashion and pride. The nouveau riche Nigerians especially, have a passion for consuming products that make them look classy (Wrigley, 2014).This is drawn from the kind of clothes they wear, cars they drive and houses they live in. All these are characterized by class and, therefore, they could be a good potential market for the products. Secondly, Nigerians are very patriotic people, according to the research that was undertaken. These people are so proud of their country, and they would do anything to uphold their culture and show it to the world. For instance, there were very many Nigerian fans in Brazil in 2014, to support their national team in the world cup tournament. Moreover, you would find Nigerians wearing their cloaks and hats despite the country they are in, be it the U.S, Germany, U.K, and so forth (Davies, 2012). It is with this effect that making them a product that would enhance and uphold their culture would be priceless. Additionally, Nigeria was chosen because of its inspirational nature drawn from the environment. There are many birds of the air in Nigeria that are merry and beautiful. This is a source of inspiration and given that the Nigerians are proud of their country, it would be of the positive impact on the market for the product. To add on this, Nigeria allows its citizens to immigrate to the countries that they are willing to go, freely. The processes of visa acquisition are not bureaucratic and long, so as to facilitate movement of people from the country (Styles, 2010). To crown it all, Nigeria has a vast population as well. The reasoning that emanates from this is that the number of Nigerians immigrating to other parts of the world such as London would be many. This would increase the market potential for the products
As earlier stated on, the target customers are the Nigerians in London. These are people that have emigrated there permanently whereas some are on vacations. The economic nature of these Nigerians is such that they have a lot of cash, and to ice the cake, they are not stingy in terms of spending the money (Burton, 2009). They are flooding London and in effect, they are slowly replacing the Russians and Arabs in London. The most interesting part is that these Nigerians love spending money anyhow, even without planning for what they are going to purchase. For this reason, they would be easily tempted to buy the scarves because of their magnificent and outstanding nature. Unlike the Russians and Arabs who do not like spending their money anyhow, the Nigerians spend freely, especially the nouveau rich ones (Umar, 2010). Further, Nigerians like flaunting what they possess. The scarves shall have the Kenzo label as well as traditional aspects of the Nigerians. They shall be interested in buying the scarfs because they would want to flaunt the brand name Kenzo because of its popularity. Without reinstating, the Nigerians love their tradition as well and, therefore, traditional flicks that shall be incorporated into the scars. As stated before, the Nigerians have pride in them and love stylish top-notch products manufactured by the best that there is. These reasons make them a very viable target market. However, the Nigerians have their negative sides as well. Once they expect a particular product to meet a certain standard, they become very furious and intolerant when the product does not. They can stop buying the product totally and even influence the rest of their people not to buy such (Knowles, 2013). Therefore, the products will be ensured to be top-notch so as to retain the customers.
The products will be created under the Kenzo label because of a number of reasons. The market is a competitive place where only established and favorable competitive businesses survive. The products Unique Selling Proposition (USP) shall ensure that the customers are assured of the best quality and uniqueness that has not been exhibited by any other brands from different competitors (Niessen, 2009). In the making, the product’s USP shall be, “Warm, gorgeous and magnificent scarfs, manufactured by top-notch professionals”. This USP shall entice the customers into buying our product because of the promotion that’s associated with the statement. The customers expect to be offered scarfs that are manufactured by the professionals in the field and, therefore, are expected to be warm, gorgeous and magnificent in nature. This is going to be successful because of the enticing and luring nature that is inherent in it, attracting multiple customers.
The Nigerians in London buy their scarves from other competitors that exist in London. Examples are Liberty London services, cashmere scarves, Burberry fashion,, Harrods of London, and Hudson’s Bay to mention but a few (Jefferys, 2011). These are the main leading retail stores that are popular in London, offering the best qualities of fashion wear including scarves. The Nigerians in London's shopping habits are quite fascinating. They keep updating their closets promptly, from the frequent shopping nature observed in these people. They are spotted in these fashion stores most often because they are fashion lovers. Moreover, they are seen to be flexible in that they do shop from different brands when they don't seem satisfied with what a certain brand offers them. The demographics of the Nigerians in London indicates that they are concentrated in some parts of the city and, therefore, retail distributors must be located near the location where the Nigerians are concentrated in (McRobbie, 2013).This is the key factor that was looked into because lack of proper location can render a business doomed because of the unfavorable locations of the customers. The Nigerians buy the brands mentioned earlier, but the most common among them are Burberry, Cashmere, and Liberty London services. This is because these brands have impeccable products as well.
In pricing the scarves, certain criteria were adopted. It was ensured that the prices of the scarves are slightly higher than the current prices that Kenzo offers for such kinds of products (Brown, 2013). The reason for making the prices of our scarves a bit higher than Kenzo’s is that our scarves shall be unique, nothing like what Kenzo offers because it will be custom made for the Nigerians. Besides, the scarves shall be launched during Independence Day for Nigeria and, therefore, we expect to sell out. Below are the products’ retail prices:
(90x 90) Silk scarf – 95 pounds
60 x 180 scarfs made from thickly woven silk- 150 pounds
65% wool and 35% silk, 140 x 140 scarf – 250 pounds.
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