Les Néréides aims to introduce the French costume jewelry brand into the US market. Its mission is to heighten brand awareness and attract a new customer base. Key goals include gaining market share in the costume jewelry industry, satisfying women seeking French style, and creating a romantic image. The brand offers detailed, handmade pieces and allows women to feel beautiful. It has boutiques worldwide and is featured frequently in fashion magazines. The target market is women attracted to special, non-trendy jewelry in wealthy cities like Los Angeles and Beverly Hills. Marketing objectives center on product, place, and brand identification strategies.

2. Brand Accent

3. Brand Accent

5. Mission Statement
Our mission is to introduce the French costume jewelry brand,
Les Néréides, into the United States costume jewelry market to
heighten brand awareness and gain a new customer base.

6. Business Goals and Objectives
Business Goals and Objectives
Business Goals and Objectives
To enter the costume jewelry industry in the United States, and to
gain brand awareness in the market.
To satisfy women who desire to wear French style jewelry.
To create a dreamy and innocent image which women expect.
To offer another choice for women who are not trend followers but
want something really different in their jewelry.
To provide attractive and romantic jewelry designs that can make
women feel beautiful and feminine.

7. SWOT Analysis

8. Key Success Factors
Art of details
Les Néréides continuously offers impressive collections of French costume jewelry
that are whimsical and flea market inspired
Every piece is handmade and not mass produced
Ability to attract women who are not trendy followers but need and want
something special
Les Néréides allows women to immerse themselves in a romantic and
seductive atmosphere when wearing these jewels

10. Key Information
7 boutiques and 25 corners around the world
More than 700 selective retailers worldwide
Design studio based in Paris
Over 15 different lines each season

11. Icon Goods

12. Background

13. Distribution

14. Press
Les Néréides jewelry has been featured in Vogue, Elle, Marie Claire as
well as others.

16. Costume Jewelry Industry In U.S.A.
Costume jewelry began in the 1930s as an inexpensive and disposable
accessory and used to be worn with a specific outfit.
Costume jewelry has been part of western culture for almost 300 years.
The real golden era for costume jewelry began in the middle of the 20th
century. The new middle-class desired to have beautiful but affordable jewelry.
Many designers in the middle of the 20th century made costume jewelry
popular. Like Coco Chanel, Kenneth Jay Lane, etc..

17. Market Research

18. Market Research
New Variations of jewelry such as designer jewelry and imitation jewelry are
more stylish and trendy than the original gemstone jewelry.

19. Market Research

20. North America – Los Angeles Overview
The City of Los Angeles, California is the second most populous city in the
United States, after New York City.
It is a world center of business, international trade, culture, media,
entertainment, fashion, science, technology, education, and sports.
It has been rated the third richest city and fifth most powerful and influential city
in the world.
Known as the Entertainment Capital of the World .

21. Market Research

22. Positive Forces through 2011 and 2012
The Los Angeles economy seems to have passed the worst of the recession
and started up the road to recovery.
A positive increase of international trade is expected in 2011 with more coming
in 2012. Job opportunities will also rise correspondingly.
Retail sales have also increased in 2010 after being hit hard by 2008 – 2009
downturn.

23. Market Research

24. Beverly Hills, California Overview
Surrounded by the cities of Los Angeles, West Hollywood, Santa Monica and
Culver City.
Beverly Hills is one of the most wealthy cities in the world.
Beverly Hills is a world-class community, offering an extraordinary
environment, activities, and events.
Beverly Hills is known internationally for its alluring and distinctive hotels, retail
stores, restaurants, entertainment and headquarter business.

25. Market Research

26. Market Research

27. Market Research

28. Market Research

29. Market Research

30. Target Market Analysis

31. Target Market Analysis

32. Target Market Analysis

33. Positive Forces through Analysis 2012
Competitive Advantage 2011 and
According to 2011 – 2012 Economic Forecast and Industry Outlook , the Los
Angeles economy seems to have passed the worst of the recession and
started up the road to recovery.
A positive increase of international trade is expected with more coming in 2011.
Retail sales have also increased in 2010 after being hit hard by the 2008 –
2009 downturn.

35. Marketing Objectives

36. Price Strategy

37. Product Strategy
Les Néréides is not a fast fashion jewelry brand so every piece can be worn
consistently by our customers. In other words, there is no limitation of any
trends or styles our customers can were Les Néréides in their daily life.
Les Néréides is not only famous for its feminine flower-themed series, but also
childish, chic or graceful elements and styles in our designs.
Over 15 different lines each season, there would be a variety of choices for
our customers.

38. Place Strategy

39. Advertising

40. Brand Identification

41. Brand Identification

42. Product Information and Timeline

56. Location

57. Organizational Chart

58. Store Design

59. Store Design

62. Financial Summary

63. Financial Summary