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M&L - Coggle Diagram
M&L
Brand
Name
Moss = Patience, Experience, Persistance
Women's stories and their lives are likened to the simple moss & lupine, plants that may go unnoticed but remain relevant and vital to their everyday life.
Lupine = Imagination, Admiration, Happiness
Emotions
The brand evokes positivity, inspiration and joy to celebrate and acknowledge the femine energy, strength and Happiness
Background
Can also link to how ELM hopes to acknowledge the contributions and achievements of women. especially when they are used to honoring and celebrating the achievements of Men's in government, military etc. Using new M&L Jewellery brand to do the same for women.
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Selling moments, selling cultres, spirit, paths, slowing down for the everyday women. Lesser decisions to make
personal expression and storytelling
Youtube like Dove, women telling stories about the moments that define them.
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Client end work
Product
Collections
Decide on # of collection + product range each year
2 major collections each year.
Each collection to focus on 1 key message.
eg. Back to Nature to remind women of simple joys in life
4 product range in each collection
- Flower inspired
- Geography inspired
etc
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Costings
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Operating cost = HR, Shipping cost, website maintenance etc
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Customers
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Profile
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Modern, takes care of herself
Willing to spend on beauty, hair, health
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Pain points
Stressed because of work. Face difficult client, cannot finish work. Cannot cope family + work
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Cannot find partner. Lonely, but still want to look happy
Societal pressure to keep up image of "can do it all" and expectations of "being a good mother/employee"
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Burn out due to managing of work, family, household affairs
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Gain points
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Getting something value for money. Good quality, but affordable
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Channels
Countries (developed)
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Canada (Vancouver, Toronto)
Australia (Canberra, Sydney)
New Zealand (Wellington, Auckland)
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Sales
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Online retailers (Saks, Nordstrom, Asos, Net-a-porter, Next)
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