CONTENTS • Welcome • About Al-Jaroodi • About Brand • Brand Position • Competitors • Communication Strategy • Customers Service • Sales & Promotions • Brand Identity Guide • Contact
WELCOME FYOR Brand Book are Designed to esnsure 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 business that began as 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 decades of expertise through continuous trading, we take immense 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 design collections that are deep-rooted in craftsmanship while Emitting contemporary aesthetics for the Fashion-conscious 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, Handbags 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 details says more about our collections than we ever could. Fyor’s timeless appeal collection is now accessible through our Boutiques in Dubai, Abu Dhabi or you can shop online on our Website’s fyor.Ae. Welcome to Fyor !
ABOUT FYOR
ABOUT BRAND 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, without 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, manufacturing 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 consistent 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 motivation 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 ATTRIBUTES BRAND POSITIONING BRAND VALUE • CILENTELE : We make it a priority to interact with our coustomers through creative session with the designer herself when cre- ating their desired footwears & bags • TARGET CONSUMERS : FYOR wants to give girls and womens an intimate experienece, one where they personlly feel connect- ed 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, MENBUR 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 positioning 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 sereve 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 sophisti- cated 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 differ- ence, 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 cooperation.
Communication Strategy
CUSTOMERS
IN STORE COMMUNICATION IN STORE COMMNICATION Visual Merchandising 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 display three 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.
CUSTOMERS 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
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 INSTAGRAM This 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 visitors this 2012. 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 categories. 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 dif- ferent commercial communication to be delivered within the next six months, as well as the models to be included in each of these communications. 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 effective. There are also some professional bloggers who charge us for their services, but most don’t do it. Once all the information 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 and bridal shoes and fashion accessories. This focus on relatively niche products makes our range very much different from any other offer 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. Our 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 shopping experience in accordance with our positioning, thus creating an elegant, feminine and sophisticated environment. 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 special occasions. This long
COUSTMER SERVICE
COUSTMER SERVICE 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 into an exquisite customer guidance service, in a way that a customer of Menbur always has at her disposal a professional guidance about any aspect 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.
COUSTMER SERVICE BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE In order for a service to be considered excellent it must: • Be polite and friendly. Our staff must be extremely polite and friendly, without incurring in coldness or excessive formalities. Manners will be taken care of when dealing with customers and our main mission in the shop will be making customers happy; that is why we are here, in order for our customers to enjoy their shopping experience, and in order for them to go out of our shops being satisfied. When we have customers in the shop, they must be the only priority, no requirement made to us will be a problem or inconvenience; in fact, we must feel proud to make them enjoy their stay with us; they are the reason why in FYOR we have been working for more than four decades, make them feel satisfied must be our first priority. Our concept of shop implies a type of relaxed shopping, in which there must be no hurry or lack of understanding if any doubts from the customer arises; we are not a shoe self-service; in our shop, the customer tries on as many shoes as she needs, and she is given advice on any aspect she requires.
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE • Represent a customized and differentiated assistance. Our customers, especially those belonging to the FYOR program, should feel that we treat them as unique individuals, that we know them personally, and that we are concerned about their finding anything they need. Therefore, it is essential that, as far as possible, we encourage all actions promoting a customized an differentiated treatment to each customer. Our customers are not only the core of all our strategy, they are people with very different tastes and needs and, therefore, they want to be treated in a customized way, they want to be listened and they want to receive customized advice. It is fundamental that we invite them to try the product, to see themselves with it, and to decide if is the best choice. Our sales possibilities will always increase if the customer tries the product on. • Provide relevant and useful information Apart from the exquisite and customized treatment, it is fundamental that the customer perceives that in FYOR shops she can really receive a serious and professional guidance level.
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE Stages of the Service We are going to define the different steps on the way we approach customers and interact with them at our stores. This definition is aimed to help you understand the best approach in each of the stages of our customer’s journey It is essential to understand that a susscceful transaction, resulting in a satisfied customer leaving the store, will only happen if we fully understand that there are certain steps we need to take in order to make our customers experience positive and encouraging. These would be the different phases we need to work on: 1. Welcoming the customer. 2. Sales process. 1. Offering and assistance 2.1.1. Customer not open for assistance. 2.1.2. Customer open for assistance. 3. Assisting and guiding. 4. Trying products. 5. Purchase decision/check out. 6. Farewell to customers. Welcoming Customers Welcoming customers is the first step in our customer’s journey and, even if it might seem to be like a ruti- nary task, we have to highlight the importance of greeting customers properly with a sincere smile and this kind of sentences:
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE “GOOD MORNING/AFTERNOON! WELCOME TO OUR STORE!” We should keep in mind that when someone enters a new store the best way to make her feel comfortable is by giving a warm welcome and smile, this is the best approach to make our visitors feel relaxed and enjoy the time they spend in our store. You should also consider your postion within the store when welcoming visitors, trying to avoid being either too close to the entrance, (since this could deter any potential visitor to enter the store) or too far from it. Ideally you should position yourself around 2-3 meters from the entrance, so that you are close enough to greet customers but letting them enough space to feel relaxed. Finally, it is essential to understand that when a visitor enters the store we must stop doing whatever we were doing to focus on this person, to welcome her and be ready to assist her in any way she might request. Once the visitor has been properly welcomed, we will let her go through the store without being pushy, letting her take her time to feel
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE Once visitors have been welcomed at the store, we will let them go through the collection for about one minute and then we will show them our availability for any help/assistance they might request, with these kind of sentences: “How can I help you madame? “ “Are you looking for some specific style/product?’’ “Is this your first time at the store? If so, let me briefly introduce you our collection’’ At this stage, it is essential to understand which are our visitor’s needs by listening carefully to them, letting them explain you what they are looking for. Then, after this assistance offering we have two posible scenarios: • Visitor doesn’t give any hint on what she is looking for or just reply with a plain ‘I am just looking, thanks’. • In this case, we will briefly explain our different product lines and current promotions. • After that, we will let her go through the store without any further disruption from our side.
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE It is important to keep the right distance from the customers, avoiding being too close to them, but still close enough to be there quickly if they request our help. We should take into account that every person has a different perception of her personal space, so we must remain aware of their reaction when we interact with them.If we have several customers at the same time, we will always try to keep eye contact with those who were just looking, so that they don’t feel like we are not paying enough attention to them in case they need us. In this scenario, we have to understand that this kind of ‘silent visitors’ are not less important than others who are more openly interested, since many of this silent visitors will probably come back if they get the right impression and assistance. Every single visitor at the store is a new chance to gain a loyal customer, so we will dedicate the same effort and kindness to all of them. Finally, if the visitor is willing to leave, we will be watchful to ofer her a season catalogue before she leaves and give a warm farewell with sentences like these : “Here you have our catalogue Madame. Thanks for your visit.”
BASIC ATTRIBUTES OF EXCELLENCE IN THE SERVICE • Visitor is open to let us know her needs In this stage of the sales process it is essential to listen to our customers, to understand her needs, what she is looking for, in terms of sizes, colours, shoe shapes, materials…. Our priority is to make our customer feel comfortable when explaining us her needs by opening a two sides conversation in which we always listen to them first and then, only after having understood what she fully means, we will start proposing different options and refining her initial thoughts if necessary. This should be a quick and clean process form our side. Obviously, the level of interaction with our customer will have to be modulated accordingly to her reactions and openness to keep a two sided conversation. During this first contact with our customer’s needs we will fully avoid sentences involving any inability to help them, like these ones: “Sorry, I dont have it’’, ‘’Sorry, this is sold out’’ ‘’ Sorry, we don’t have your size’’ ‘’ Sorry, we don’t have this kind of product” Finally, we will always show full confidence on our capacity to help her find in our stores what she is looking for.
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