Business of Fashion - - Contents -

Lavie aims to be a one stop shop in the fash­ion ac­ces­sory in­dus­try. The main aim is to suc­cess­fully grow the hand­bag and footwear cat­e­gory, and si­mul­ta­ne­ously in­tro­duce ac­ces­sories like sun­glasses, jew­ellery, etc. The brand con­sid­ers cus­tomers at the helm of the busi­ness.

Core Tar­get Group

Lavie is for women who are dis­tinc­tive, stylish and out­go­ing. Lavie cus­tomers are play­ful, strong, vi­brant, spon­ta­neous and impulsive women be­tween 18- 30 years of age.

Core Prod­uct Cat­e­gories

Al­though hand­bags is the core cat­e­gory with varied styles and colours, Lavie has a wide range of ac­ces­sories and footwear as well. The di­verse col­lec­tion of hand­bags cater ev­ery style need of a woman, rang­ing from satchels, totes, shoul­der bags, ho­bos to box bags, slings, clutches, leather bags, lap­top bags and more. The footwear range con­sists of slip-ons, bal­leri­nas, peep toes, kit­ten heels and much more. Lavie fo­cuses on de­liv­er­ing up to 100 styles per sea­son for its cus­tomers. Prod­ucts re­cently added to the port­fo­lio are backpacks, flip-flops and belts.

Nom­i­nated Oc­ca­sion Wear Col­lec­tion and it’s Theme

Lavie’s festive col­lec­tion is named ‘Metal­lic Magic’. Sil­ver, gold and cop­per have al­ways been a high­light for ev­ery festive sea­son and more so as they have been a hot run­way trend for Au­tumn/ Win­ter 17. The core theme of the col­lec­tion is the beau­ti­ful shades of metal in sil­ver, cop­per, bronze and gold.

De­sign Aes­thetic and Details

The brand has played with tex­tures like milled, peb­bled and grainy tex­ture ex­ten­sively in the col­lec­tion. The brand’s sta­ple quilt­ing is also present as it adds a clas­sic touch. The ma­te­rial used is art leather for the up­pers with the dom­i­nat­ing colours be­ing sil­ver, gold and cop­per. The col­lec­tion has a mix of styles from stilet­tos to san­dals and from wedges to ca­sual shoes.

Rea­sons for Cre­at­ing the Col­lec­tion and Over­all Ex­pec­ta­tions

The chief rea­son for cre­at­ing this col­lec­tion is to make avail­able the right prod­ucts at the right time to the cus­tomers. Gold and sil­ver are con­sid­ered aus­pi­cious in In­dia and suits the taste and pref­er­ence of cus­tomers who are look­ing for ac­ces­sories to pair with their eth­nic out­fits. The brand’s ex­pec­ta­tion is quite high and it is con­fi­dent about the de­mand that will be gen­er­ated dur­ing this pe­riod.

Pro­mo­tion Plans

The pro­mo­tion plan for this col­lec­tion is ma­jorly hap­pen­ing on the brand’s so­cial me­dia chan­nels, mainly Face­book and In­sta­gram. The brand also has tied up with its e-com­merce chan­nel part­ners to pro­mote the col­lec­tion on their por­tals.

Lat­est Col­lec­tions from Lavie

Lavie’s new footwear cat­e­gory that fea­tures uber cool sneak­ers, low heels, flat­form sneak­ers and a whole range of peppy, vi­brant and sporty shoes for women. The mules and slip­pers have be­come a con­stant for daily wear, and the brand has re­vamped them with em­bel­lish­ments. The highlights of the footwear col­lec­tion this sea­son are Es­padrilles and ca­sual shoes with white soles.

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