New range of product and sales administration
The brand has been founded in 1948 by Jean Cassegrain. She proposes leather goods, accessories but also ready-to-wear and shoes.
The goal of this project, was to present a new range of product for Longchamp that doesn’t exist yet to increase the turnover. So, we thought about launching a watches line.
Strategic view.
Statement of the watch market and its competitors.
Creation and design of 4 different model of watches for men as for women to offer a wide range of products with models that are more accessible than others.
Design of the packaging.
Establishment of the marketing mix : Product, Price, Place, Promotion. Making of a parallel with competitors.
To increase the cross merchandising, we thought about proposing a leather box that can hold up to 6 watches.
Operational view.
How the product category will be set up in terms of distribution: which shops? department stores? why?
What about the St Honoré flagship?
Special merchandising for the watch line at the St Honoré Flagship, which will be used as a guideline for the other point of sales selling the watches.
Analytic view.
Calculation of the production cost for each model of watches
Calculation of the gross margin & gross margin rate
Calculation & estimation of the number of sales for the shops and department stores
Dashboard made according to the estimated number of sales for the future 3 years