Luxury Democracy –

BLXD , like the women it is aimed at , believes that Luxury is not about

ownership and flaunting expensive labels but about refinement and

appreciating perfection in design and quality. From this point of view

everyone who understands and loves the great legacy, design and

quality of iconic Luxury Brands , deserves to experience it.

BeLuxed is an online Luxury Service -It is a subscription based Luxury Fashion

Lending Service that offers it’s members an extended Luxury wardrobe through

leased access to some of the most iconic fashion Brands in the world.

It is for people who are passionate about fashion and style and have an intense desire to experience the Legacy, Design Quality and Perfection of iconic Luxury Brands.

• It could be the answer , for people with luxury aspirations but not quite the wallet to match and/or

• It could be a great supplementary resource for people who do own luxury items but would like to try out /experience even more International brands and Designer Merchandise than they currently access

The 2010 released CII-AT Kearney report says the India's luxury market, which is small compared to global standards, is likely to grow three times and touch $ 14.7 billion by 2015 . There is a huge latent demand especially in tier-2 cities which has many new millionaires

Most luxury brands still unwilling to move beyond the exclusive malls and hotels of Delhi and Mumbai, the game-changer in India for them may lie in another factoid in the Bain report: that luxury sales online are over-performing overall web sales, and will grow at 20% in 2010, to e4.2 billion. In that segment, off-price sales account for 30% of online, versus 70% online purchases at full price.

Men do most of the luxury in India, mostly cars and watches, very few women like to shop for international Luxury labels in India they prefer to shop while traveling abroad.

For Luxury to really take hold, India needs more world-class retail spaces, more hi-profile events where women feel the need to wear great luxury brands and various formats need to be explored that allow women to get exposed to

and get used to wearing Luxury brands with the least amount of risk

Smaller items like wallets, perfumes and cosmetics are important and like it or not , ladder brands like Zara and Guess are important too.

Trend 1: Luxury CRM Culture Dramatically Supersedes Operational CRM

Trend 2: Focus on Brand Values and Service Values – Luxury Brand don’t need positioning as much as a

clear and strong identity

Trend 3: Luxury Purges its Out-of-Touch, Arrogant Staffs

Trend 4:Man the Websites!

Trend 5:Clienteling Goes from a Hobby to a Discipline

Trend 6: Luxury Mobile Applications Come of Age

Trend 7: Luxury Equips Sales Professionals with In-Store Mobile Devices

COMMON DENOMINATOR- Democratization of Luxury - out with the snobbish attitude, Customer is in the driving seat, People want individual attention and good service, Technology is a great enabler and differentiator that allows the brand to offer Value-added services and build relationships

Wealth and Luxury Trends

2011 and Beyond – Luxury Institute

White paper

Primary Market Segment (Individuals)

IT professionals –women (and later men) who earn salaries above 15 Lacs PA

Top Business professionals in Retail , Travel and Hospitality

Top executives of Small and Medium sided businesses

Aspiring Models and Actresses

Secondary Market Segment (Non-individuals):

Modeling agencies

Ad/film production houses

Event/PR agencies

Geographies

Bangalore Indian Metros

Rich tier 2 cities (Ahmedabad , Pune, Chandigarh etc)

One time Rentals through a one time contract

online payment with pick up and drop , great for

trying out the services

Membership option

Platinum - Refundable Deposit and rental

charges , Multiple Items at a time, unlimited

borrowings

Free (up to a limit) VAS like Drops and

Cleaning

Member privileges like Previews, book in

advance and

Pre-Auction invitations to bid.

Gold- No Deposit, Monthly advance-paid

fixed fee.

Selective access to Merchandise , One item

at a time, Limited borrowings per month

Paid VAS like Drops and Cleaning

Services:

Online catalog and transactions

Luxury Lease

› Bags and Shoes

› Fashion Jewelry

› High-end Watches

› Cocktail Dresses

› Evening gowns

› Business suits

› Outerwear

Courier Pick-up and Drop

Auctions

Pre-bookings & Previews

Cleaning services for members

Store & Member-to-member Luxury Auctions

Style community & social network

Stylist on call

Member Luxury Listings & Classifieds

Virtual shoot planning & run-throughs for

photographers and publications

The primary sources of revenue are

• Rentals from Long term members- Platinum

• Membership Fees from Monthly members – Gold

• Rentals from Non-member (Virtual walk-ins) individuals or

Institutional bulk rentals

• Final auctions (recovery)

Future sources of revenue

Ads , business listings and classifieds Member to member auction commissions Paid value-added services to existing

customers. Stylists Wardrobe planners & shopping advisors

Weekly outfit planning sessions Personal shoppers Shopping tourism / events

Quarterly merchandise mix planning

• Trend forecasting

• Planning

• Ensure a healthy mix of “classics” and “trend” items

Source Internationally

• From multi-brand websites

• Directly from Brand

• Liquidation websites

Plan ROI for each item to recover 150% of investment

• Cost of purchase + lifetime maintenance

• Rental target per purchase

• Final Auction recovery per purchase

Operations

• Logistics

• Online merchandising & cataloguing

• Customer outreach – Marketing , Promotions & CRM

• Order processing & Delivery

• Payments & collections

• Inventory management & maintenance

Budgeting & Forecasting

• Revenue management

• Cash flow

• Accounting

The basic logic-

Every item on an average has a target of 150% ROI within a set timeframe

(bags have more time, apparel has less time to recover costs and so on)

This return on investment has to happen primarily through revenues from rentals + final auction/sale

Additional revenue streams like Ads, commissions etc. will also contribute to cover overheads.

The largest cost ( and asset) for BeLuxed is inventory which constitutes roughly 60% of our total cost.

That is the nature of the business.

Social Media Marketing – Blogger

outreach, FB, LinkedIn, Twitter

Website marketing – SEO/SEM, Listing,

Banners and Ad words

Press coverage/advertorials in Local dailies

and Lifestyle magazines

Radio interviews (non-paid)

Introductory offers and Member get

member promotions through targeted

email campaigns and tie-ups with other

brands

Partnerships with Clubs/Spas/Travel and

vacation websites/companies and Salons

to have an mini events or events within

event .

Participation in Luxury/Fashion fairs/events.

Institutional buyers (Modeling agencies, Ad

film production houses) are targeted

through sales appointments and Direct

Mailers.

Various options would compete for the share of wallet that belongs

to “pleasure/self-indulgence spending”

Indirect competition could be any of the following: › Purchase of “ladder brands” especially tempting sale season

› Save up and buy smaller /last season's luxury brand items of luxury brands on sale on international website like “net-a-porter”, “The outnet” , “Ventee privee” , “Guild

group, and many more

› Vacations

› Spa/beauty services

› Purchase good quality Fakes?

The above would be more important in the case of walk-ins and

one-time borrowers

Presumably members see value in the brand offering and would

see the BeLuxed offering as unique and not to be compared with

the above types of indirect competition.

True International Luxury Labels

Incredibly stylish and on trend merchandise – Classics with a modern edge

Wide Range for specific occasions like Business events, Cocktails, Club party ,

Day party , Vacations etc.

Jewelry and watches also available

Impeccable attention to hygiene and maintenance of goods

Personalized enrolment and requirement gathering sessions

You can vote for future additions to wardrobe

Classy Service

Amazing auctions to get great brands at dream prices

http://www.linkedin.com/pub/aarti-deoskar/b/b3b/a18

Aarti Saxena Deoskar, SIMS 1999

Sales & Marketing with Multinational

Luxury Hotels

http://in.linkedin.com/pub/pragati-seth/13/7a5/49

Pragati Seth Sharad, SIMS 1999

Sales & BD for IT Services for Europe, India

Veena Srinath, SIMS 1999

Advertising & Marketing Professional http://www.linkedin.com/in/veenasrinath

I can ideate, inspire, strategize,

Design, create, fire-up , problem

solve, hang on and get people to

believe

I can analyze , fine tune , calm-down, negotiate, network

and manage operations

I can sell , realize plans, push people,

network, make contacts, leverage connections and

manage operations

BeLuxed wants to be the most admired and trusted Fashion

Borrowing Service Brand in India.

A service that stylish and intelligent women turn to, when they

want to access genuine Luxury fashion Brands and create

beautiful personal experiences with them, without blowing

up their hard earned cash on outright purchases.