Entertainment Management Final Report

Present to:
Aj. George Prugsawan
ICMC 207 Entertainment Management, Marketing and Finance

By:
Athanaa Thrathiarnthai 6180988
Thantad Rurkwararuk 6180986
Warachot Tumnak 6180915
Kanjaree Sripen 6180169
Chutikarn Techatadakarawin 6180033
Monpatsorn Dechma 6180930

Submitted by:
July 18, 2020
“Glam Gallic”

Introduction
We are now living in a world where fashion plays a significant role in society. The
word fashion is more than just an outfit, it gives us confidence, styles, and the ability to
express our identity.

Product: Glam Gallic is a fashion media platform that also sells rare, limited, and high-end
clothing items. We work as a multi-brand selector, collector, retailer, promoter, and seller.

Reason to join our service: Glam Gallic will keep you in touch with fashion.
It is all about great experiences you can taste from exploring new designs. It is also a fashion
community that we would like to offer everyone who is passionate about garments
opportunities and abilities to get access to valuable items.

Our uniqueness: Our operation provides customers rhythymes in the fashion industry at
almost any aspects. Moreover, “Rent to own” options is one of the most unique features we
offer. It is a convenience way for customers to get access to their wishlist products. We also
focus on personal aspects to satisfy people in the era of uniqueness and the art of personal
expression by helping them select items, guiding, styling and offering the best option and
approach.

Programs:
1. Menu.
a. The Gallic Gems.
i. They are selected pieces from many fashion brands. Most of
them are rare and vintage items which have their own
characteristic, special design or stories behind them. Glam
Gallic will stock these items. All garments will be ready for
shipping, no pre-order, therefore, the customers do not need to
wait.
b. The Classy class.
i. We will collaborate with many other clothing brands. We will
help them sell and promote the highlight products of each brand
as a multi brand store. These items are not rare or limited but
focus on casual and intrend pieces. In the Classy class, there are
also some items which are already out of stock in the original
shop. Our customers can buy through our services or directly to
those brands themselves but if customers buy through Glam
Gallic they will buy them at a cheaper price (about 5%
discounted) and earn the Glam Gallic points which will allow
customers to get access to many privileges and special
activities from our company.
c. The X
i. This part is the compilation of special collections that Glam
Gallic has collaborated with other brands. We will launch a new
collection every three months. This section also contains
lookbooks and stories of each project and the stock of products
of each collection but if any collection runs out of stock we will
never reproduce them. Therefore, clothes in this section are
quite limited. No preorder. Customers can buy via our service
only.
d. The Brewprint.
i. We also co with cool designers who have no chaining and offer
them a platform to present their ideas with the draft pictures of
their suits and we help them promote and allow customers to
order. If the demand reaches 50 orders, the Glam Gallic and the
designer will implement the blueprint for customers who
ordered. The company will take charge of the manufacturing
process after that the designer will get 30% of the incomes. The
items in this class are quite fresh and unique without much
relying on big brand names. Therefore the price is not too high.
Pre-order only (make to order).

2. The Glam Gallic feed.

a. Promoting/ Previewing/ Reviewing
i. Ex. Soul4street, mendetails, Gq magazine, and so on …
ii. What items are newly launched?, How is the trend going on?,
What and where are the fashion festivals or events that just pop
up?, Telling stories for each special piece of garments,
presenting news about fashion cultures and fashion industries
and so on ...
b. Guiding/ Styling.
i. Creating, Posting and sharing contents associated with dressing
details and fashion including educative contents about fashion
such as matching colors, type of fabric, trends, tones for each
season, mix and match tricks, how to dress properly, basic
tricks of dressing and so on …
ii. Inviting and interviewing famous stylers, fashion influencers,
owners of famous brands and all kinds of people who are
famous and influential in fashion culture. presenting their
attitude and their advice toward things that belong to fashion
matters.
iii. Hiring models for styling ideas by shooting in-stock pieces,
gathering them into lookbook, and posting them on the feed.
From this, customers have a variety of brands and clothes to
choose from.
3. Rent to own.
a. Available for The Gallic Gems.
i. Paying period is 3-12 months and then you own it, and you can
pay the rest at any time.
ii. If you pay until the last month of the installment, you will
randomly get the bonus discounts from 10%, 15% and 50% (as
a jackpot).
4. The Diamond’s Privileges.
a. For the X and the Brewprint custom design.
i. 1 Diamond card’s holder for 1 privilege to order 1 custom
garment in each new arrival collection.
ii. Customers who have The diamond’s privileges can customize
their preferences in color matching such as the color and type
of thread, fabric, button, and embroidery.
b. Diamond’s stylists.
i. Every Diamond customer can have a personal stylist from our
company. The customers are allowed to contact the stylist
through online platforms only.
c. Lookbook’s first witnesses.
i. The diamond customers get a chance to preview the lookbook
before other customers.

Conditions:
1. To join our service.
a. Make a Subscription > 129 bahts per month.
i. Normal card > made the subscription. accumulating point (1 baht =
0.01 point) and get all basic access to our service.
ii. Silver card > when reach 10,000 bahts in one purchase and
accumulating points. Discounted 5%. (100 baht = 1 point) * no on top
iii. Gold card > 30,000 bahts in one purchase and getting higher points.
Discounted 10% (normal rate + every 10,000 purchase > earn 150
points)
iv. Diamond > owned 800 points to get. > Discounted 15%, get the
Diamond’s privileges.
How we enter the market.
Target audiences: Teenager - Young adult.
Promoting Plan: Social media, and Social media Ads

Stages :1. Unknown 2. Curious 3. Excited 4. Cult.

#1-2 > Public figure, Influencer, Social media, Social media Ads, digital advertising
in Bts and Mrt for examples, billboards, and Buying data analysis.

#2-3 > Member cards. Accumulating points and getting discounted prices. Make them
keep buying us consistently. Plus, our contents and program that keeps customers to roam
around the fashion world and encompass them with the fashion people and influencers
environment. Moreover, not just to give them information and stimulate their longings but
also give them more chances to be able to buy and own their desirable treasure and make
their shopping experience more interesting, rousing and impressive. Apart from shopping, we
also organize many more funny activities for them to partake. To conclude, our customers
will live in the world of fashion more closely and funny as they are in the game.
#3-4 > for the VIP (Diamond), we will give them more extra privilege and uplift them
to the next level of human being in the world of fashion.

Modified Value Chain

During the planning process, we used a modified value chain to help us see an overall
picture of our product, which starts with the supply and supply channel. In order to get our
desired items, we come up with several effective ways to reach our supply.

The first method is to buy the pack of old shirts and seek for rare items that are usually found
in the pack. This is one of the good choices to find a high price shirt which is popular among
fashion people. The reason is that the pack costs around 18,000 baht and includes 150 shirts.
Therefore, the chance of getting rare items and gaining profit is high.

The second method is hiring cloth hunters. In the fashion game, there are a lot of hunters that
will go and select a valuable item to sell. For this method, we will hire them to find rare
garments for us which we will pay them in percentage.

The next method is buying directly from websites or social media such as Facebook and
Instagram. This way we could collect the items easier because we do not have to physically
go chase for each item by ourselves. Apart from that, we could also compare the price
between the shops to get the best one.

The last method is to buy limited collections straight from the shop. In this way, we wouldn’t
have to wait to buy from a reseller and our customer could trust in legitimation.
Furthermore, our production or operation is designing and creating a fashion-related platform
that reduces people's unnecessary effort which makes clothes become easier to style and
shop. We assemble a variety of clothing brands and categorize types of items by the class of
brands, styles, and classes. Additionally, we would also provide the personal stylists for
exclusive members, which are selected from the style that consumers normally pick or up to
customers’ decisions.
For the market, we aim for the customer range from teenager to young adult, because
we want to attract people who are still into fashion trends. As our platform mainly focuses on
the world’s trend and lets our customers catch up with it. However, people who are not
interested in fashion but if they visit our platform they might have a change of heart. Our
market channel is the website platform that we provide for our customers and a temporary
store that would open occasionally. Lastly, apart from the market and market channel, the
value of our product is 5 million baht from our personal savings.

1. Supply (Inputs and Raw materials):

Website creator (programmer), Website designer, Multi Brand connections, tons of
limited and rare garments collections, designer connections.

2. Supply channel: How we physically receive the goods and services.

Shipping, Content creator, and Admin.

3. Production/Operation: Designing, and creating a fashion-related platform that

reduces people's unnecessary effort which makes clothes become easier to style and
shop. Assemble a variety of clothing brands and categorize types of items by the class
of brands, styles and classes. Provide the personal stylists for exclusive members,
which are selected from the style that consumers normally pick or up to customers’
decision.

4. Market Channel: We will sell the products on our website platform and open a
temporary store occasionally.

5. Market: Teenager to young adult because we want to attract people who are still into
fashion trends. As our platform mainly focuses on the world’s trend and lets our
customers catch up with it. However, people who are not interested in fashion but if
they visit our platform they might have a change of heart.

6. Value: Personal saving around 5 millions baht.

Annually, we pay for the production and operation process about 1 million, so 4
million remain for paying for supply sections which are rare garments. For the first
year, we put 2 million for investing in the first lots of clothes. The estimated number
of clothes we could get is 100 pieces of apparels. But we cannot estimate the exact
number of pieces of garments because it is considered as rare items which the price
will fluctuate. Therefore, right now we estimate the price per 1 piece at 10,000-30,000
baht but in fact it might be cheaper or more expensive due to how limited it is. Then,
we sell them at the price of 100% up to their costs. Therefore, the assets we could get
are not lower than 4 millions baht. Furthermore, we also get profit from customers’
subscription which is 129 baht per month in capita. In the first year, we forecast to get
10,000 subscriptions which is approximately 1,300,000. So in total, in the first year,
we get not lower than 5,300,000: 4,000,000 (from selling garments) and 1,300,000
(from subscription). Then, we have to run the money backward. we have to pay the
marketing channels approximately 200,000 bahts. Next, we pay for the operation parts
which are hiring programmers to create our platform, supervisors to help us run our
services and paying employees around 100,000 bahts. Last but not least, the major we
have to pay is the supply. All of our supply sections cost us about 2,000,000 bahts.
Finally, our net profits are around 3,000,000 bahts for the first year. Hence, we will
break even in the first year.

Cost and Budget

a. Buy a pack of old shirts (to find a rare old shirt, this is one of the good
suppliers. We need to buy the pack which includes all genres of shirts such as
bands, anime, skateboard, etc.) PRICE = 18k baht per pack including 150+
shirts.
b. Hire hunters and they will charge 15% of the product’s price. For example, if
they find rare shoes which are 10,000baht we have to pay them 15,000baht to
get those goods.
c. We are also looking for a rare item on Ebay, Farfetch, Ssense and Instagram.
2. Cost & Budget - 5 millions
a. Website creating - 50,000 ฿
b. Staff
15,000 baht per person *3 = 45,000baht (Packing)
c. Influencer (IG POST)

White8z : 20,000 baht per 1 instagram post

d. Model - foreigner - 20000฿ /day (from kissmodelsbkk)

e. Actor (IG post)

Jamyjamess : 55,000 baht per 1 instagram post

Tonirakkaen : 50,000 baht per 1 instagram post

f. Package

14฿ x 500boxes = 7,000฿

Etc. 5,000฿
= 12,000฿
Demography of our Target Audience

Thailand’s middle class is currently emerging, and it is forecasted that around 13 percent of
the households (2.9 million people) will earn at least 525 thousand Thai Baht by 2020.
(according to statista). Apparently, about half of Thai people possibly can turn into our
customers.

We had observed the number of social media users. For instagram, teenagers and middle age
people are the largest group that use instagram which match our customer target. From the
chart of Instagram users in Thailand February 2019, there were 13,810,000 Instagram users in
Thailand in February 2019, which accounted for 19.8% of its entire population. The majority
of them were women; 61.7%. People aged 18 to 24 were the largest user group (5,100,000).
The highest difference between men and women occurs within people aged 18 to 24, where
women lead by 1,100,000.

For facebook users in Thailand January 2019, there were 51,150,000 Facebook users
in January 2019, which accounted for 73.5% of its entire population.The slight majority of
them were men; 50.3%. People aged 25 to 34 were the largest user group. The highest
difference between men and women occurs within people aged 25 to 34, where men lead by
800,000.

In conclusion, Glam Gallic is a fashion platform which has a special feature ; Rent to
own. We are focusing on making profits from reselling limited pieces and helping other
brands. On this ground, we will get more customers from them. Moreover, our main income
comes from customer’s subscription which is 129 baht per month. Also, we will keep
customers in touch with the fashion industry and help them sit in the mix properly by our
service; feed and our fashion stylist.