CONTENTS • Welcome • About Al-Jaroodi • About Brand • Brand Position • Competitors • Communication Strategy • Customers Service • Sales & Promotions • Brand Identity Guide • Contact
WELCO M E FYOR Brand Book are Designed to insure a consistent look and a consistent tone in all of it’s Communication. The following pages will help you understand our Brand, What it stands for and How to express it in the best possible way.
ABOUT AL-JAROODI
ABOUT AL-JAROODI ABOUT AL-JAROODI Al-jaroodi is established in 1980 Step into the limelight with al jaroodi, a b us i ne s s that b e g a n a s a family-run Enterprise and quickly transformed into a global name, pioneering in the Designing, manufacturing, and retailing of finely crafted and meticulously Designed ladies’footwear and accessories. With over 3 d e c a d e s of expertise through cont inu ous trading, we take im m e nse pride in bringing the most premier and Feminine Styles that Speak ‘effortlessly Elegant’ and leave a lasting impression. Shoemaking is in our dna and with our team of generational artisans, We d esign c o l l ec tions that are deep-rooted in c raft sm anship while Emitting contemporary aest het ic s for the F a s h i o n - c o n s c io u s women of today. There are currently three Brands namely NICOLI, FYOR & MENBUR being oprated under AL-JAROODI.
ABOUT FYOR ABOUT FYOR FYOR UK is a Global Brand of Modern Footwear, Hand- bags and Fashion Accessories offering the latest trends with utmost comfort. We have a varied Collection that is Stylish, Comfortable and a Trend Setting for all the women. Carefully and specially created fyor’s range adds a sparkle and style to every wardrobe. Attention to de- tails says more about our collections than we ever could. Fyor’s timeless appeal collection is now acces- sible through our Boutiques in Dubai, Abu Dhabi or you can shop online on our Website’s fyor.Ae. Welcome to Fyor !
ABOUT FYOR
FOOTWEARS FOOTWEAR The right footwear can more than make or break your outfit. It can help you feel confident, empowered and unstoppble. Our bespoke footwear range has been awarded 5 stars for both quality and comfort. With expertly engineered piees that perfectly amalgamate on-trend styles and ease of wear, our footwear collection embodies functional fashion and serves as the stylish companion you deserve. With this in mind, we handcraft each pair to fit every woman’s unique shape, with- out having to compromise on the style quotient.
HANDBAG HANDBAG A Handbag is just another accessory to finish your look. Said no one ever! Designed for the urban woman, our range of handbags portray a confident aesthetic with sleek cuts and striking colours to complete your everyensemble be it Casual, Formal, Ethnic or Party Wear. Pair a Peony Pink Leather Handbag with a Charcoal Grey suit for instance, and see your outfit quickly transform from drab to fab! With Fyor’s exclusive range of Handbags, you will be sure to Spruce up any Look and Exalt Panache everywhere you go.
HISTORY HISTORY FYOR is a family run, Dubai-based global Fast Fashion Brand, Established in 2018. Pioneering in designing, manu- facturing and retailing of trendy footwear and accessories, the company proudly celebrates over 3 years of continuous trading, offering original, exclusive and feminine styles for the modern fashionistas of today. With the first flagship store opening in 2018 at The Dubai Mall, the brand has now grown 5 more branches and expanded to several GCC countries. With a myriad of trendy styles and designs, Fyor promises to keep you on par with runway styles at accessible prices.
VISION & MISSION VISION With growth and onward momentum, we also ensure that we don’t lose sight of what’s important - Our Values. By constantly challenging ourselves and pushing the envelope, we strive to nurture creativity, inspire excellence and deliver consis- tent quality on time.. everytime! • We treat customers as an invaluable part of our family • We are driven by passion and handwork. • We always stress on quantity over quality • We put innovation to the forefront MISSION • FYOR is committed to building brands that offers the word best luxury and fast fashion accessories. • Our aim is to offer our customer memorable experience through our • impeccable services. • Exclusive product that drive longterm loyalty and delivered sustained growth for the brands and our retail partner.
ABOUT BRAND BRAND ATTRIBUTES • FEMININITY: Product Modeling, Heel Design, Hand Bag & Brand voice . Women are our inspiration; we find in them the necessary motiva- tion to develop our designs. Thus, this attitude leaves an indelible imprint of femininity on all our creations. • designs. Thus, this attitude leaves an indelible imprint of femininity on all our creations. • DYNAMISM: Dynamic content and connected with the consumer delivery agility in relation to product timing. • Style : Monogram Prints cross body designs and laser cut detailing. • Sophistication: We provide our designs with a unique character full of modernity & sophistication by constantly revising and updating classic elegance standards in order to bring them closer
BRAND POSITIONING BRAND POSITIONING BRAND VALUE • CILENTELE :We make it a priority to interact with our coustomers through creative session with the designer herself when creating their desired footwears & bags • TARGET CONSUMERS :FYOR wants to give girls and womens an intimate experienece, one where they personlly feel connected to the brand. FYOR brand wants women all of ages to feel confident and comfortable in their bold and beautiful silhouette. Through FYOR inculcates a deep sense of femininity and honours women to feel their best in her luxury wear. 200-300 AED 300-400 AED 400-500 AED 500-600 AED 600-700 AED
BRAND POSTION As it appears in the following chart, our brand shows a positioning that locates our products within a mid-high price range and our brand image as good or very good. That is to say, FYOR is placed within a price range with a certain level of competition but with an image far above than that of our competitors. Having a strong brand positioning is important in any economic activity. However, in our market niche it becomes fundamental, as the competition in the low-price range is fierce, so the only way to keep and reinforce our market posi- tioning is by means of the appreciation and preference from our customers towards our brand. The Company’s pricing policy is focused on providing high quality products, great level of expertise and brand strength at reasonable prices. We intend to be accessible to a significant part of the population, always delivering excellent value for money.In general, it can be said that the price scope of FYOR’s products stands within a mid-high price range, with an average retail price of 200 TO 300 AED approximately.
VALUE VALUE Price points 90-259 dhs high volume, enabling lower cost price, a more competitive retail price, resulting in higher profit margins. huge variety of toe shapes, heel shapes, casual & dressy styles for every woman, for every occasion.
BRAND POSTION BRAND TOUCH POINTS CARD SHOWS: The convetions that we go to frequantly and we get a booth where we can show off our products in person. WEBSITES: Either from typing in our URL on organic search people can land on our website https://www.fyor.ae/ & buy their product. INSTAGRAM: we have over of 18k followers and a lot of people tag influencers in our post & intreact regularly FACEBOOK ADS: We run a lot of facebook ads with some of our top products to bring out with more interaction and exposure with our brand.
BRAND TOUCH POINTS
BRAND POSTION
TONE OF VOICE TONE OF VOICE The Best way to describe ourselves is that we are laid back. This is a hobby for most people so they like to feel like they are hanging with the other guys just talking about collecting cards. We usally Greet people with “Thankyou For choosing to shop with FYOR. It was a pleasure to serve you and looking forward to seeing you again soon. TEAM FYOR.”
CUSTOMERS CUSTOMERS It is difficult to clearly define a unique FYOR’s client profile; However, there are several character • Aged between 28 and 45, with an average age of 33 • Mid-high level of income, but unwilling to pay any price. • They appreciate a Brand as a Guarantee of Quality and Differentiation. • They understand a city as an environment where they can enjoy Urban Leisure with their relatives and friends. • They consider their events as unique occasions, in which elegant and sophisticated outfits are crucial. • They are women that are aware of Fashion Styles and that follow the Latest Trends, always keeping their own identity and looking for designs that make the difference, that are not too widespread and that reflect their own personality. • They consider shopping as a part of Urban Leisure and Appreciate in a special way the shopping experience that they perceive. They develop great Loyalty towards those shopping destinations that fulfil their expectations and that they use to visit at least once a month.
CUSTOMERS
CUSTOMERS
Communication Strategy Communication Strategy Our Communication strategy is based on what we call ‘Commercial Communications’. These communications are just a way to Efficiently Structure and Reinforce the different messages that we deliver to our customers through the different channels that we have available. These actions are meant to highlight certain models, or lines of products, within our collection for a specific period of time with two main goals: • Reinforce the idea of a constant Renewal and Novelty within our stores every month, therefore increasing the number of visitors. • Increase the sales of those selected styles. On average these promoted models increase their sales by 20% during the four weeks of the Commercial Communication The products to be included in each action are carefully selected from the collection in order to support the sales of certain products. These references should share a common Attribute, as the Material, the Color or Design. Once the group of items to be supported is decided, our marketing creative team will develop a nice way to tell a ‘Story’, so that we can promote those models keeping a nice image and Avoiding any obvious selling proposal.
CUSTOMERS The idea is to Adapt the communication message to the different Channels in order to increase its Effectiveness and Exposure, but always keeping the core message unaltered, so that customers get the same impact though different ways. Corporate Communications, like the MID SEASON sales the end season SALES, will also be delivered through all the different channels, although they are not focus on a particular selection of products and will have a more corporative approach. These are the main channels that we use to deliver our Commercial Communications: • In store visual merchandising. • Social media. • Web: www.fyor.ae • Third party co-operation.
Communication Strategy
CUSTOMERS
IN STORE COMMUNICATION IN STORE COMMUNICATION Visual M erchandising and Shop Window Different versions of the same communication are shown at different areas of the store: Shop Window, Central Tables, Shelves… again trying to maximize the Exposure of the Commercial Communication. There are at least six different versions of each communication, so that we can displaythree pictures in the first two weeks and the other two ones for the last two weeks of the month. There are different elements to display the commercial communication within the store. These elements are usually displayed close to the selected items included in the action, so that customers can easily identify and relate the communication with the products.
CUSTO M E R S Events We organize events related to a certain communication action, inviting celebrities and bloggers to meet our customers in our stores and talk about the products we are promoting at that time. SOCIAL MEDIA Social media is probably the most effective way to deliver a communication to our Customers and followers, enabling us to Implement Direct Marketing Strategies with a significant saving of time and money. Currently we have almost 400.000 fans at our Facebook sites and 20.000 at Instagram and these figures keep growing, what enables us to reach our customers base every time we need to and get an almost instant feedback from them. These are the different strategies that we are Implementing to promote the Commercial actions.
SOCIAL MEDIA BRAND ON SOCIAL MEDIA
CUSTOMERS
SOCIAL MEDIA Facebook Our communications on Facebook are designed to maximize our fan’s feedback and cooperation, getting as many Comments and ‘Likes’ as possible. Open Questions and Contests help us increase our customer’s participation and attachment. Personal Shopper and Other Events The different events that we organize at our stores are not only an excellent way to position our Brand as a reference on Fashion for Especial Occasion, but also a very effective way to increase the sales of certain products, Since, we can lead our Personal Shopper Assistants to highlight a determined part of the collection during these events.
CUSTOMERS INSTAGRA M FYOR Social Network is increasing very fast. In some countries we can say it has even more fans than Facebook. As it is very visual, the target is to show so many images. In our case they are focus on the Product, Moments, Events… However we also make some contests like in Facebook to let our clients know the products that we have. Web “www.fyor.ae” Our corporative site had more than 550.000 unique visitors last year and we expect to have more than 700.000 vistors this 2022. This site is the common place where all of our customers and fans can find all the information about our Brand,Collections and Campaigns. After choosing the right Country and Language at the home page, we go to the front page with all the different catego- ries. Our commercial actions are highlighted at this initial page through three different ways: Banners at the Front Page, videos, the NEW IN section and the LOOKBOOK section. The banner displayed at the right -hand bottom is a direct access either to the commercial communication video or to the new in section. It is probably the most effective way to give a higher exposure to the communication and increase the numbers of clicks and, therefore, sales of the products.
SOCIAL MEDIA
CUSTOMERS THIRD PARTY CO-OPERATION We also co-operate with Bloggers and Agencies to Amplify the exposure of certain communications. This third party co-operation tends to be very cost effective and bear a Bigger Aura of Authenticity for some customers, since they do not perceive them as a corporative communication. BLOGGERS At the beginning of the season, Bloggers are provided with all the information concerning the different commercial communication to be delivered within the next six months, as well as the models to be included in each of these com- munications. All this information is summarized in our season press kit, where Bloggers have all the Details, Pictures, Videos and any information that they might need. Most of Bloggers only demand a few pair of our shoes for their co-operation, so this co-operation is very cost effec- tive. There are also some Professional Bloggers who charge us for their services, but most don’t do it. Once all the in- formation has been sent and the Conditions agreed with our social media manager, both parties will decide the Timing and Conditions of the post to be published at the blog.
THIRD PARTY CO.
COUSTMER SERVICE CUSTOMER SERVICE The success of our concept of brand and store is grounded on four basic pillars: • Wide Range of Products. Our collections are form by a wide range of very Specialized Products: Evening, Special Occasion, Bridal Shoes and Fashion Accessories. This focus on relatively Niche Products makes our range very much different from any other Of- fer existing in the market. Our Product Philosophy is based on the Creation of Elegant, Sophisticated and Feminine Models. Therefore, our aim is not to have the models with the greatest rotation of the market, but to have the most special and unique ones; we want FYOR to be the logical choice for any woman looking for Shoes or Accessories for a Special Occasion. Finally, our Price Policy is based on Offering a Range of Competitive Prices; therefore we do not intend to work with Premium Prices for a small share of the population, we want to be a relatively Affordable Brand.
COUSTMER SERVICE • Strong Brand Positioning. FYOR brand must be a Synonym of Elegance, Sophistication and Fantasy. We want to Inspire our Customers in their hope to enjoy Unique and Special Moments; we want them to feel satisfied and proud to show our models. • FYOR Sales Point. The development of our stores has been carried out trying to provide our customers with an outstanding shop- ping experience in accordance with our positioning, thus creating an Elegant, Feminine and Sophisticated Envi- ronment. We want our shops to become a Shopping Destination for our customers, a place to enjoy Beauty and to be Inspired by our models. • Customer Service and Guidance. The Attention, Care and Excellence in the Assistance provided to our customers should be the Hallmark of our staff. Our customers should feel that they are in a shop that is different from any other shop they might know, a shop in which they are cared for; they are given Assistance and Professional Advice.On the other hand, in our company, we have been obsessed for more than 40 years with the same idea: dressing women in their most spe- cial occasions. This long tradition has resulted in a great knowledge of the product we work with. Our shops must know how to transform our control of the product an Exquisite Customer Guidance Service, in a way that a Cus- tomer of FYOR always has at her disposal a professional guidance about any aspect related with special events and occasions
COUSTMER SERVICE
COUSTMER SERVICE related with special events and occasions.If any of these pillars is not at the same height as the rest, the entire project can collapse; we must take the same care on them, as success is based on having the greatest excellence in these four attributes.
STORE COMUNICATION
STORE COMUNICATION STORE COMMUNICATION Once our visitor let us know what she is looking for, we will proceed with the following phase of the selling process: providing guidance and assistance. At this stage, you have two possible scenarios: • Your customer knows exactly what she needs and requests a particular size to try it on. In this case, we should react quickly, first of all, inviting her to sit down and then getting her size from the stockroom. In the meanwhile, if your colleague is free, she should start looking for matching styles and any other similar shoe available in her size, since we want to be ready to offer other proposals in case she is not 100% sure about the first option. • Your customer has a particular need, but she does not have any specific style in mind. In this case, we have to physically lead visitors through the store, showing every single style that could suit her needs and giving solid ar- guments to support our proposals, based on our product and trends knowledge.
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE
GUIDELINES IDENTITY GUIDELINES IDENTITY Logo Our logo is the most visible element in our identity; it’s a universal signature for FYOR valuable asset of the brand and transmits the core values of the firm. The logotype is the most relevant representation of the brand in all its communications; therefore its corporative color cannot be modified, unless it is used with its negative inversion. Depending on the application, this logo will go either with the claim ‘Shoes and Handbags’ or just the logo alone. For corporative applications the logo will always go without claim.
LOGO & TYPOGRAPHY Typography The logotype typography is a a redesign of the Vincent Connare The main typography for corporate applications will be TREBUCHET MS. This typography will mainly be used for headlines and the main wording. due to its contemporary character as opposed to the elegancy of the TREBUCHET MS. Both typographies are suitable for wording. TREBUCHET MS 36 TREBUCHET MS 30 TREBUCHET M S 24 TREBUCHET MS 18 TREBUCHET MS 14 TREBUCHET M S 12 TREBUCHET MS 10 TREBUCHET MS 9 TREBUCHET M S 8 6 TREBUCHET M S
CORPORATIVE COLOR CORPORATIVE COLOR PANTON SHADES PANTON SHADES PANTON SHADES 705 C 439 C 4727 C C:25 M:100 Y:100 K:25 C:4 M:11 Y:12 K:0 C:57 M:63 Y:66 K:62 R:150 G:27 B:30 R:241 G:225 B:216 R:73 G:59 B:19 TOYO0809 PANTONE SHADES ARE PANTONE SHADES ARE ACCORDING TOO SOLID COATED ACCORDING TOO SOLID COATED PANTONE SHADES ARE SHADES SHADES ACCORDING TOO SOLID COATED SHADES
PITCURES PICTURES The logo will always be applied on a white background, shaping the image on a white frame so that the image can ‘Breathe’and the logo is visible enough. The logo will never be applied directly on the image. Image, Wrong Applications
Image, Wrong & Applications Image, Right Applications
OUR BOUTIQUES DUBAI ABU DHABI Dubai Mall DalmaMall F228, 1st Level, Dubai. UAE 104, 1st Level, Abu Dhabi. UAE Contact :-+971 50 180 9821 Contact :-+971 50 184 3250 Dubai Festival City 039, Ground Level, Dubai. UAE Galleria (Al Maryah Island) 11200, 1st Level, Abu Dhabi. UAE Contact :-+971 50 180 7104 Contact :-+971 50 761 2206T Outlet Mall Dubai G15, Ground Level, Dubai. UAE SHARJAH Contact :-+971 50 179 8208 City Centre Al Zahia Dubai Hills A119, 2nd Level, Sharjah. UAE GF-029, Ground Level, Dubai. UAE Contact :-+971 56 754 3667 Boutique’s Contact Number +971 50 685 6373
CONTACT US Franchise and partnership opportunities, media or general feedback we’d love to here from you. Whether you are looking for more information or have any comments or inquiries feel free to write to us or call us. +971 50 855 2542 www.fyor.ae [email protected]
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