full example here (8.5 MB, pdf)

STYLING SERVICE
FOR MEDIA INDUSTRY
CONTENTS
1.0 Executive Summary
2.0 Business Summary
3.0 Company Structure
4.0 Market Research & Analysis
5.0 Service Plan
6.0 Marketing Plan
7.0 Financial Plan
8.0 Brand Identification
9.0 Interview
10.0 Appendix
S tudio 1.0 E xecutive S ummary
“
I don’t know if it’s a movement, but the only thing new that’s happening is that I think
music and art and video and fashion are all kind of thrown into one big ball that’s on television, and people see that all the time - you see a fusion of all those things.
”
— Stephen Sprouse
Are you fascinated by what Carrie Bradshaw wears in “Sex and the City”? Does
“Mad Men” make you remind the fashion of the early 1960s? Have you ever tried to buy
clothes with sequins like Lady Gaga? Those above are the best examples to describe
how does media industry influence the fashion trends. Styling is an art of expression
the uniqueness and creativity and to create a fashion trend and personal image. The
evidence of successful styling is Patricia Field, the stylist of Sex and the City and The
Devil Wears Prada, who brings out numerous fabulous fashion trends that every one
are amazed by her works. Fashion styling is more advanced in terms of their mature
fashion industry but this is not the case in Taiwan where the Taiwanese styling market
is small and people just start to pay more attention on fashion styling via media broadcast. Mallory Hsu Studio is a comprehensive styling studio providing professional services from total image consulting to event styling for media industry.
Studio 2.0 Business Summary
2.1 Business Description
2.2 Mission Statement
2.3 Vision Statement
2.4 Objectives & Goals
2.5 Key Success Factors
2.1 Business Description
Mallory Hsu Studio is located in Taipei City, which is a styling busi-
ness with a professional team including wardrobe stylists, makeup artists,
and hair stylists, and focuses on cooperating with media industry such as
TV stations, production team, fashion magazines, and celebrities. We provide multiple and distinctive styling services which particularly concentrate
on mass media market, such as styling for fashion magazines, TV programs, music videos, styling for celebrities, special events (fashion shows,
ceremonies, and awards) and also image consulting, wardrobe revamping,
and personal shopping.
Mallory Hsu Studio’s goals are to develop our client’s style and re-invent
and help them to create their personal images to impress audiences. Mallory Hsu Studio employs the most professional team of fashion stylists,
hair stylists, and makeup artists who are well educated in the fashion and
beauty industry. Therefore, the team of Mallory Hsu Studio can offer the
best fashion advice, and makeover services.
2.2 Mission Statement
2.3 Vision Statement
Mallory Hsu Studio is an exclusive styling
Within the next five years, Mallory Hsu
business for the media industry located in Taipei,
Taiwan. The mission is to provide its clients with
innovative ideas and services with an underlying
understanding of target market in Taipei, Taiwan
and help them to achieve their professional success.
Studio will become a fully developed styling
business in Taiwan and Asian countries and
we will focus on the media and entertainment
industries by providing superior styling services
to clients. We will achieve our mission statement by brainstorming with our team and consulting regularly with our customers to provide
the most appropriate yet innovative consultations for each of our clients.
2.4 Objectives & Goals
 Establish a comprehensive and professional styling team for the media industry
 Extend our services from TV programs, magazines to individual clients, such as
Taiwanese celebrities to Asian celebrities (from local to Asia).
 Retain customer loyalty and increase the number of potential customers each year
 Build up more connections with people who work in styling and media industries
 Raise awareness of the importance of styling for each individual
 Strive to become one of the top 5 of styling businesses in Taiwan
2.5 Key Success Factors
 New business model — Mallory Hsu Studio is the first styling team combining stylist, hair stylist,
and makeup artist together and only geared at the media industry.
 Fashion professionals— Mallory Hsu Studio includes an expert styling group with fashion stylists,
makeup artists, and hair stylists to instruct our clients. Mallory Hsu will also train and educate our
staff with updated skills annually.
 Focus— Since Mallory Hsu Studio’s target customer are those in the media and entertainment
industries, we feel that this focus will enable us to stand our over other competitors.
 Limited business risk— Mallory Hsu Studio’s risk and assets will be minimized as we have no
inventory to purchase and our operations but will be strongly dependent upon our wages and
freelancers.
S tudio 3.0 Company S tructure
3.1
3.2
3.3
3.4
P hilosophy
L ocation
O wnership
O rganization C hart
3.1 Philosophy
As the rapidly developing economy and the growth of fashion industry
in Taiwan, people start to pay more attention to their personal images and
try to get fashion information from social media.
” Fashion is a tool... to compete in life outside the home. People like
you better, without knowing why, because people always react well to
a person they like the looks of.
“
— Mary Quant
Mallory Hsu Studio believes that one excellent styling work reflects an
influence of fashion trend. People remember the trend. People follow the
trend. People create the trend. Mallory Hsu Studio will be the one to make
the influence happened. We will involve a dedicated expert team and specialist to focus and recommend the best styling work for our target clients.
Mallory Hsu studio hopes to build long-term relationships with our clients
and create a fashion impact to Taiwanese market. Mallory Hsu Studio will
bring the new perceptions of fashion styling into Taiwanese styling environment. In addition, we plan to project a professional styling team to our
clients. We expect the consumers will be satisfied with this new business
cooperation type by Mallory Hsu Studio.
3.2 Location
Mallory Hsu Studio will be located in Song-shan district, Taipei City, Taiwan where is near the TV sta-
tions and it’s at the center area of Taipei City in Taiwan. The map below is the center of Taipei City, which
covers the area of Song-shan district, and there are plenty of MRT stations around there. As it is convenient
for transportation, there are two main TV stations located in the area and it is also closed to main shopping
area where are tons of retail stores, department stores, and fashion businesses sited there that we can buy
and borrow the clothes, accessories, and other fashion items easily. Hence, the location is definitely the best
choice for Mallory Hsu Studio.
Graph3.2.1— Maps of Taiwan / Taipei City
Source: Go2Taiwan.com / Bureau of Energy
Graph3.2.2—
Location Map
Source:
Google Map
Address:
Lane 366, Section 2, Bade Rd, Song-shan District,
Taipei City, Taiwan 105
Total: 720 sq. ft
Rent: $1,000 per month
3.2 Ownership
Mallory Hsu Studio will be oper-
ated as a sole proprietorship. In order to
build our business methodically and systematically we feel that this type of business ownership is appropriate for Mallory
Hsu Studio.
Mallory Hsu will own and manage the
business as the position of Executive
Officer (CEO) and she is responsible for
company’s strategies and operations.
Furthermore, she will investigate other avenues of growth as part of her long-term
strategy.
3.3 Organization Chart
Table 3.3.1
The table 3.3.1 shows the company organization chart. Please
note that the studio will employ part-time professionals on freelance basis.
Freelancers will be hired for per-project basis in order to keep
overhead low. Freelancers will be employed when there are
various events holding in specific month, such as January and
February for Chinese New Year, June for Golden Melody Awards,
October for Golden Bell Awards, December for Golden Horse
Awards, Christmas, and New Year.
S tudio 4.0 Market Research
& Analysis
4.1
4.2
4.3
4.4
4.5
4.6
c ountry p rofile
i ndustry a nalysis
t arget m arket a nalysis
swot a nalysis
c ompetitor a nalysis
c ompetitive a dvantage
4.1 Country Profile
4.1.1 Geograohy
Taiwan is the largest island of the Republic of China (ROC) in
East Asia, which is located 100 miles across the Taiwan Strait
from Mainland China. The total land area of Taiwan is 36,189
square kilometers (about 14.000 square miles). It has been comprised of various cultures from Japan, Korea, Mainland China and
Western influences.
4.1.1 Population
Population: 23.1 million (March 2010)
Annual population growth rate (2009): 0.23%
Age Structure:
0-14 years: 16.7% (male 1,996,905/female 1,844,611)
15-64 years: 72.6% (male 8,416,300/female 8,267,675)
65 years and over: 10.7% (male 1,183,382/female 1,265,474)
Work force (August 2009): 10.96 million
4.2 Industry Analysis
4.2.1 Economy of Taiwan
There are 23 cities and counties in Taiwan. According to the six-year survey research from Direc-
torate-General of Budget, Accounting and Statistics of Taiwan, the latest forecast of GDP growth rate
in 2011 is 5.04%. From 2005 to 2007, the average GDP slowly rose from 4.70% to 5.98%. However, the
GDP suddenly took a downturn and went to 0.73 and -1.93 in 2008 and 2009 because of the global
economic recession. The economy began to recover from last year (2010), the growth rate of country’s
GDP rose to 10.88%.
Table 4.2.1
GDP
ANALYSIS
- 2005 to
2011
Source:
Directorate-General of Budget,
Accounting and
Statistics of Taiwan
GDP (PPP) GDP – Real GDP – Per
US $ BilIion Growth Rate Capital(US$)
2005
2006
2007
2008
2009
2010
2011(f)
364,832
376,375
393,134
400,132
377,410
430,096
470,322
4.70%
5.44%
5.98%
0.73%
-1.93%
10.88%
4.56%
16,051
16,491
17,154
17,399
16,353
18,588
20,288
TA I WA N
In addition, the economy of China has softened up because of the rising salary and wage
base that occurs when countries increase their middle class, the debt problems in Europe, and
the earthquakes in Japan have influenced the economy worldwide.
The economic states in 2011 are unsure from TIER report. Although the impact above has already occurred, the overall indicators are in flux currently. However, overall growth should be
higher in 2012 as the global economies begin to stabilize. Global Insight projects that the Taiwanese economy will grow to 4.7%. Economists estimate the average GDP of Taiwan to grow
at 4.3%. In general, the economy of Taiwan will quietly become better and more stable.
According to data, it shows that the Taiwanese economy is moving towards recovery. This is a
good timely opportunity for Mallory Hsu Studio to launch a new business in Taipei, Taiwan.
TA I WA N
4.2.2 State of Media Industry
Based on the data of Department of Budget, Accounting and Statistics, Taipei City Government, the number of
the information and communication industry rose from 6,482 to 6,518 companies and the revenue was dropped from
NT$530,564 million dollars(US$17,685 million) to NT$527,552 million dollars(US$ 17,585 million.) As for the art, entertainment and recreation industry, the companies grew from 2,642 to 2689 units and revenue increased from NT$21,644
million dollars(US$0.72 million)to NT$24,344 million dollars(US$0.81million) from 2008 to 2009.
From the data (2008 to 2010 ), the numbers from each industry are rising, however, only the arts and entertainment
industry growing in revenue. It shows that the investment in art and media industries from Taiwanese government
has increased each year. It is as though the arts, entertainment and recreation industry is growing in volume at the
expense of the information and the communications industry; there are more players in the information and communication industry with fewer sales between them.
Table 4.2.2
Information & Communication Industry
The
Growth
of
Media
Industry
20082010
2008
2009
2010
Art, entertainment &
recreation Industry
Unit
Revenue
(US$Million)
Unit
Revenue
(US$Million)
6,482
6,518
6,760
17,685
17,585
19,253
2,642
2,689
2,801
0.72
0.81
0.77
Source: Department of Budget, Accounting and Statistics, Taipei City Government
4.2.3 Television Industry
There are four main TV companies: China Television Company (CTV), Chinese Television Sys-
tem (CTS), Taiwan Television Enterprise, Ltd. (TTV), and Formosa TV (FTV) which are the majority players in the media industry. Four of them are wireless TV stations which account for large
parts of the TV audiences. The TV stations usually cooperate with other cable TV stations for TV
shows and TV episodes.
The wireless TV stations center on broadcasting TV episodes at 8-10pm from Monday to Friday
and variety shows are broadcast on the weekend mostly. However, the productions are staged
and produced during the week.
Chart 4.2.3 The Percentage of TV Category
from Wireless TV Stations
Non-drama: 50.83% (including entertain50.83%
0.31%
15.05%
33.81%
ment 17.77%, Information 20.02%, Traveling
1.47%, Cartoon 6.94%)
News programs: 15.05%
TV episodes: 33.81%
Education/Culture: 0.31%
Source:TIER, Taiwan
On the other hand, there are more multiple channels
and programs from cable TV stations, such as movie
channels, sports channels, news channels, travel channels, and general channels. The general channels are
more focused on variety shows, reality shows, and TV
episodes.
Due to the research, TV episodes and entertainment
shows are becoming more popular in Taiwan. From
2007 to 2009, Taiwanese TV episodes are ranked as
the highest broadcast in Asian countries. Because of
increasing TV rating power and influences from Korea
and Japan, TV audiences prefer few but more dramatic
TV programs. More TV shows especially focus on fashion trends, styling, hair, and makeup. Fashion styling
has become more visible and important over the past
decade in Taiwan. The fashion styling of Taiwanese artists are recognized and focused by audiences.
In order to differentiate themselves and develop a
unique fashion sense, celebrities will hire their private
stylists to obtain the newest fashion information.
Source:The Database of Taiwan TV, Cinema, and Music
Table4.2.4
Fashion/
Beauty
TV
Shows
Analysis
Channel
Name
TVBS-G
Channel
[V]
Source:
National Digital Library of
These and
Dissertations
in Taiwan
TVBS-G
Program
Name
Queen
In House
Fashion
Deluxe
Host
Xin-mei
Lan
Content
fashion trends,
beauty care, fashion styling, weightloss care, hair
styles, healthy diet
Jia-yi Lu
fashion trends,
beauty care,
fashion styling,
hair styles, fashion
events
Zheng-hua
Sun
fashion shows,
fashion trends, interviews of fashion
designers, and stylists, fashion events
4.2.4 TV Programs
The content of fashion and beauty TV shows in Taiwan are designed to appeal to different themes of
fashion information for both male and female audiences including fashion trends, styling, hair styles, makeup
beauty, fashion events, and so on. According to the latest issue of E-ICP Eastern Integrated Consumer Profile survey, about 8.2% of female consumers indicate they watch fashion and beauty TV programs regularly
and try to get fashion information from this type of program. These types of TV programs are growing in
popularity indicating that Taiwanese audiences have greater interest in fashion-related issues.
4.3 Target Market Analysis
4.3.1 Potentail Market
There are many TV programs in Taiwan
and some of them are singing competition shows. The style of participants in the
shows is also considered in the evaluation
of competition. The participants have to
dress themselves or hire their own stylists.
We believe this is a good opportunity for
Mallory Hsu Studio to enter the styling industry. Mallory Hsu Studio seeks to partner
with TV companies and production companies in Taipei Taiwan. Mallory Hsu Studio is
interested in collaborating with media such
as TV shows, TV episodes, magazines,
and celebrities that want and need to build
a strong visual images and identity when
they are seen both on stage and off-stage.
4.3.1 Primary Target Market
Geographic – Most of TV companies are
located in Taipei, Taiwan. There are four main
TV companies: China Television Company (CTV)
in Nan-gang district, Chinese Television System
(CTS) in Da-an district, Taiwan Television Enterprise, Ltd. (TTV) in Song-shan district, and Formosa TV (FTV) in Song-shan district which are
the mainstream of mass media industry. Four of
them are main wireless TV stations which take
large parts of TV audiences. The TV stations
usually cooperate with other cable TV stations
for TV shows and TV episodes
Demographic – There are approximately 8,383
and 179,183 employees who work in entertainment
and the media industry in Taipei City and they occupy about 16% of all division industries.
TV producers are 30-60 years old male and
female
They can be single or married
Average monthly income is from NT$ 25,284 to
NT$ 59,377. The average amount of income is NT$
42,330
There are about 10-20 employees in each TV
program
Psychographic – TV producers tend to be tightly
organized, able to communicate clearly and succinctly with everyone on and off the set, from actors
to directors to writers to technical crew, and they
must have a gift for thinking on their feet, ready to
come up with creative ideas fast and under extraordinary time pressure. Television producers report
high excitement and job satisfaction. These are
implementers and problem-solvers that are projectoriented and love to see tangible results in spite the
physical toll of the work.
_
_______________________________________
Source:
Directorate-General of Budget, Accounting and Statistics of Taiwan
4.3.2 Target Customer Profile
NAME: Wei-Chung Wang
AGE: 54
Occupation: Senior TV Producer
Location: Taipei, Taiwan
Wei is a senior TV producer for a large number of TV shows and is also
a manager of a TV production company. The famous TV projects that he is currently involved in are “One Million Star”, “KangXi Lai Le”, “Guess Guess Guess” to name a few. His involvement is usually in the production and
planning phase of the project. When shooting the program, he has to stand by the set and watch the shows going
frequently and ensure that the performances are fun and entertaining. He works as an agent for famous celebrities and he is in charge of dealing with celebrities careers. He lives in Shin-yi district, Taipei City. A car is his transportation tool to work. He studied in Journalism Department in Taiwan and had an internship in TV stations. After
graduating from college and finishing his military service, he entered the media industry 30 years ago. Usually he
arrives at the designated TV station at 10 A.M., making sure of the schedule of each program, double-checking the
hosts and guest speakers as they arrive to the set and briefing them of any changes and modifications that have
occurred since they last spoke. There’s no specific time for him to go home after work; his hours are highly erratic. His favorite magazines are Global Views, Cheers, or any other books about business and lifestyle. Wei has
a tight and busy schedule, but he loves the work and enjoys his life. In his leisure time, he prefers to stay home
rather than going outside. Trying to come up with new ideas is his main focus because he always wants to bring
new ideas or concepts to his TV programs. Sometimes, he is invited to talk shows sharing stories about his TV
production career or is interviewed by magazine columns. He has great relationships with TV stations, production
companies, and celebrities because of his job. Since he has been in the media industry for 30 years, he knows a
lot about this industry. Therefore, he really focuses on presenting new, surprising and entertaining solutions to the
public. He believes that audiences serve as his boss. His dream is to create a good show leaves an impression on
its audiences.
4.3.2 Secondary Target Market
Secondary target markets are fashion and beauty TV shows or reality shows that may
need a higher amount of stylists to attend on the shows and offer them fashion advice. The
show “ Queen “ is the most popular fashion and beauty TV show in Taiwan. They always invite fashion stylists to be on the show and talk about the fashion trends, styling, and creating
a good personal images. This is a potential market that Mallory Hsu Studio can enter into.
4.4 SWOT Analysis
Small business size: ability to respond quickly to clients
Experience: Mallory Hsu Studio has working experience
and gathers all the professionals as a team
STRENGTHS
Personal shopper services for celebrities: This concept
is new to Taiwan. Each professional is assigned to shop for
celebrities.
New business with no reputation in the market:
Mallory Hsu Studio is a new business in Taiwanese
market that little people know about Mallory Hsu.
Comprehensive styling services and fashion advice: Mallory Hsu Studio not only provides styling services but also
educates the clients how to dress better for their personal
image.
Limited target customers range: since Mallory
Hsu Studio only provides services to media/ entertainment industries, not for the public, it eliminating
some other customers.
Self-promotion through Internet: Mallory Hsu Studio has
an official website, blog, Facebook page, and Twitter account so the clients can easily find Mallory Hsu Studio
through social media and check the works of Mallory Hsu
Studio.
Lack of knowledge and experience to Taiwanese
market: even though Mallory Hsu Studio has experience of styling industry in U.S., Mallory Hsu Studio
has little knowledge about how the styling industry
working with their partners.
WEAKNESS
Limited contacts in mass media industry: Mallory
Hsu Studio is a new business and only has few connections to the industry
Stable connections with competitors: The mass
media companies usually hire the competitors that
they’ve worked with before, so they seldom change
their partnerships with styling studios.
New contract policy: Since, there’s no formal contract between TV stations and styling studios. Mallory
Hsu Studio can do partnerships with TV shows, magazines, and celebrities

OPPORTUNITIES
Building reputation: The business can expand the
reputation rapidly because of TV shows, celebrities,
and magazines
Business extension: Mallory Hsu Studio can spread
the business into different areas and countries through
mass media and social media
Low market demand: since the styling industry in
Taiwan is immature and also Mallory Hsu Studio only
provides service to media industry, the target market is
already exist and less possibility to extend.
Low barrier: Competitors could enter the market easily as there are very low barriers to entry.
Immature market: The styling industry in Taiwan is
still immature and pretty small. There’s no a specific job
category for stylists.
THREATS
Lack of knowledge about stylist: Taiwanese people
often consider that stylists are doing hair or makeup,
not for clothing.
4.5 Competitior Analysis
Table 4.5.1 Competitor Overview
Competitor
SUZUKA
Styling
Studio
LinLi
Wedding
Joey Cheng
Beauty
Roger Cheng
Mallory Hsu
Studio
Business
Style
Personal styling
Consultant
Wedding styling Fashion Show
Celebrity styling Styling
Celebrity Styling
Styling for
media Industry
Service
Commercial Styling
Wedding Styling
Personal Styling
Makeup/Styling
Class
Image Consulting
Complete Styling
Planning
Wedding deFashion Show
signer Collection
Styling
Bridal Styling
Bridal Styling
Celebrity Styling
Image
Consulting
Celebrity Styling
Commercial
Styling
Magazine
Styling
Celebrity Styling
TV show Styling
Magazine Styling
Commercial Styling
Personal Shopper
Image Consulting
Taipei City, Taiwan
Taipei City,
Taiwan
Taipei City, Taiwan
No Studio
Available
Taipei City, Taiwan
Asian Fashion
High Fashion
High Fashion
Trendy/Basic
Fashion
Trendy/International
Fashion
Age
Target
18-40
25-45
18-35
18-45
18-40
Price
Range
Lower-High
High
Middle-High
High
Middle-High
Location
Style
4.5.1 Competitors
[ Suzuka Styling Studio ]
http://www.suzuka.com.tw
Description: Suzuka styling studio has been in the styling business over 20 years. There are two
main Japanese stylists. Gyokurei is the founder of Suzuka styling studio.She has been the makeup artist
in Hollywood for 10 years. Suzuka styling studio has spread their business to Japan.
Strengths: Suzuka Styling Studio has over 20 years experiences and has spread its business to other
country. The various styling services can take advantage of the clients from different fields and further to
make more profit and value.
Weakness: They don't have clear target market range and the styling works they put on their website
are out of date.
[ LinLi Wedding ]
http://www.linliwedding.com
Description: LinlLi is a well-known designer in Taiwan.
She has been in the styling industry for over ten years
and she has started her business of design studio first
in 1987. Since 1987, LinLi has been styling entertainment
artists and adding a unique element of style to the life of
modern women. LinLi is highly respected in the makeup
styling field because of professionalism and expertise,
therefore, she has received high degree of praises from
members in the media and fashion industry.
Strengths: LinLin has continued her professional
service to the public by offering them overall style consultation that targets needs; from hairstyling, makeup to
wardrobe selection, every detail is covered by her professional service. LinLi Wedding uses plenty of social networking, such as Facebook and blog. They update their
newest information and works often and also provide
new couples a
platform to contact them and ask questions.
Weakness: LinLi Wedding focuses more on wedding
styling and the design is mature; the prices are higher
than others.
[ Joey Cheng Beauty ]
[ Roger Cheng ]
http://www.jcbbeauty.com
No official website available
Description: His studio was established in 1989
Description: Roger Cheng is a private stylist
in Taipei, Taiwan. Joey’s all-round styling services
have earned him an excellent reputation in the
world of fashion. Working with famous local and international designers, Joey creates highly appraised
fashion shows and catalogues.
Strengths: They have more experience in cooperating with media industry, such as fashion shows
and magazines. Joey Cheng Beauty is a small business size so it's easy to control the financial plan
Weakness: They don't have detail information
about their services or their target market.
who has been in the styling industry over 20 years.
He used to do styling work for celebrities from Hong
Kong and Taiwan. Moreover, he was the host of a
TV show called “Fashion Trend “ in Taiwan and now
he is the judge of the hit TV show “ Million Star “
for his styling role. He also developed his fashion
makeup line “ CITTA “ in Taiwan.
Strengths: He has over 20 years experiences
working with celebrities. He is well-known in fashion
and media industry.
Weakness: He doesn't have official website and
no studio available. He provides fewer services and
the price is high.
4.6 Competitive Advantage
Table
Competitor
4.6.1
Competitive Price
Analysis (5 highest to
SUZUKA
Styling
Studio
LinLi
Wedding
Joey
Cheng
Beauty
Roger
Cheng
Mallory Hsu
Studio
1
2
4
5
3
Service
(5 highest to
1 lowest)
3
4
2
1
5
Variety
(5 highest to
1 lowest)
5
4
2
1
3
Style
(5 highest to
1 lowest)
1
2
3
5
4
Convenience (5
highest to 1
lowest)
3
5
1
2
4
13
17
12
14
20
1 lowest)
Overall
Chart 4.6.2
Competitive
Analysis
 Price: Depends on how many looks clients need. The fewer the looks the clients want, the less the expense for the
customer.
Service: The styling service of Mallory Hsu Studio is full package, which includes fashion stylist, hair stylist, and
makeup artist together. Mallory Hsu Studio tries to achieve all the needs from clients as possible so the intake premeeting is important for customers and us. It depends on what clients require.
Variety: Mallory Hsu Studio offers both fashion and lifestyle styling. Fashion styling is for TV shows, ceremonies, and
magazines. On the other hand, lifestyle styling is for commercial shootings or TV dramas.
Style: Mallory Hus Studio provides the latest trend styles from the U.S. and Europe and tries to mix these with Taiwanese trends. Mallory Hsu is looking to present our brand as trendy and fashionable styles for clients.
Convenience: Mallory Hsu Studio only has a modest office for business contacts. Mallory Hsu Studio primarily goes
out and does styling on location.
“
”
Style is a simple way of saying complicated things.
— Jean Cocteau
According to the competitive analysis, Mallory Hsu Studio will have
a professional styling team to offer the services on par with competitors. In addition, the company focuses on the media industry in Taiwan, which is different from general styling studios. Also, the company
has a strong network with some model agencies which will provide
ongoing access to fashion styling professionals.
S tudio 5.0 Service Plan
5.1
5.2
5.3
5.4
5.5
5.6
c oncept
i mage c onsulting
w ardrobe r evamping
p ersonal s hopping
p ersonal s tyling
m edia c ooperation
5.0 Concept
What is styling? Why does styling play an important role in our daily life? Have you
ever had a moment that you have no idea what to wear? Have you ever wanted to
dress like a celebrity or imitate what celebrities wear on TV? Styling is not just putting on tops and jeans but you have to be aware of the colors, patterns, designs
from clothes. You also need to be aware of the message that you are transmitting
by what you wear. Mallory Hsu Studio is a company that enriches a person’s style
and image and ensures his/her visual style that is important to the TV appearance
but also the celebrity’s appearance.
5.2 Image Consulting
Image consulting is to help people to develop the confidence of dressing themselves in
style. People will understand more about their face and body shapes, personalities, and characteristics and be taught how to consistently dress more appropriately with fashion taste and
gain confidence of their fashion sense. This will allow people to express themselves decently
in a visual way. After all, we are all very visually oriented.
This service is exploring customer's current image, and to reveal:
• Body and face shape
• Style, personality, and taste
• Image goals
• Proper style of outfit
1 Hour
1 Hour
1 Hour
Table 5.2.1
Image Consulting
Timeline
2 Hours
 Meeting with clients
 Identifing client's face and body shape
 Identifing client's style, personality, and taste
 Discussing about the image goals that achieve
client's style
 Suggesting the proper style of outfits that fit on
clients
 Determination of client's personal style
5.3 Wardrobe Revamping
Wardrobe Revamping is helping clients to understand
and organize clients’ closet. Our professional representatives
will discuss clients’ goals of their personal styles. The items
from clients’ closet will be categorized as “wearable”, “questionable”, and “un-wearable” and determine which items
should be kept and which should go away.
The service is to solve the problems of wardrobe:
• Review of current wardrobe
• Organize into style zones and capsules
• Identify unique personal style
• Assess what styles and shapes are suitable
• Suggest additional items
1 Hour
 Meeting with clients
 Reviewing of current wardrobe
1 Hour
 Organizing into style zones & capsules
 Categorizing the items
1 Hour
Table 5.3.1
Wardrobe Revamping
Timeline
 Identifing unique personal style
1 Hour
 Assessing what styles and shapes are suitable
 Giving away the clothes which are unbearable
1 Hour
 Suggesting additional items
 Teaching fashion knowledge to client
5.4 Personal Shopping
Sometimes you don’t know what are you looking for or you don’t know what
kind of outfit fits you well. Mallory Hsu Studio will shop with/for clients effectively
based on clients’ budget, styles, and body types. Before the shopping trip, there is
an intake meeting with clients to identity their needs and do the research of fashion
styles that are appropriate for clients. The consulting plays an important role in personal shopping services for our customers to attain their goals. Mallory Hsu Studio
shops for individual customers (celebrities) and TV stations.
1 Hour
 Face to face meeting to identity client needs
1 Hour
 Doing the research of fashion styles that are appropriate for client
2 Hours
 Shopping with/for client effectively based on client's budget, style, and body type
 Suggesting fashion advice to client
Table 5.4.1
Personal Shopping Timeline
5.5 Personal Styling
We provide the personal styling services to celebrities. We will have partnerships
with artist agencies, model agencies and individual artists. The personal styling
service is to help our clients with their personal images that are shown on TV,
magazines, album releases, music videos, ceremonies, and so on. Mallory Hsu
Studio will meet our clients to analyze the concepts they’re looking for and give
them professional advice. After the meeting, our professionals will do the research
of fashion trends and seek the best styles of clothing for our clients.
2 Hours
1 Hour
3 Hours
 Meeting with clients
 Analyzing the concept the client required
 Giving professional advice
 Doing the research of fashion styles that are appropriate for client
 Seeking for the ideal outfits
 Loaning/buying the clothes
 Styling for client
Table 5.5.1 Personal Styling Timeline
5.6 Media Cooperation
5.6.1 Magazines
Mallory Hsu Studio will offer a
full package of service including styling,
doing makeup, and hair styling for magazine clients.
The service is:
• Analyzing the current trend/style
• Searching/finding/loaning the outfits
• Doing the styling for shooting
1 Hour
 Conference with magazine company
 Analyzing the concept the client required
1 Hour
 Contact with model agency
 Getting models' information
1 Hour
Table 5.6.1
Magazine Timeline
 Doing the research of fashion trends and styles
that are appropriate for client's need
 Seeking for the ideal outfits
 Loaning/buying the clothes
1 Hour
 Model fitting
 Choosing models
2 Hours
 Styling for client
 Doing makeup and hair styling
4 Hours
 Photoshooting
 Adjusting and changing the outfits
5.6.2 TV Shows
According to the specific genre of TV shows, Mallory
Hsu Studio will search for the outfits that are appropriate to each TV program. Mallory Hsu Studio will cooperate with TV stations and production teams and offer
them a full package of styling services.
The styling service that we provide will be geared to:
• Variety shows
• Realty shows
• Fashion and beauty TV shows
• TV episodes
1 Hour
1 Hour
3 Hours
Table 5.6.2
TV Shows Timeline
 Conference with production team of TV program
 Analyzing and understanding the concept the client required
 Contact with artist agencies or individual artists
 Getting sizes information
 Doing the research for outfits which are appropriate for client's need
 Asking for clothing sponsors and selecting
clothes
 Loaning/buying the clothes
2 Hours
 Styling for client
 Doing makeup and hair styling
3 Hours
 Filming TV shows
 Adjusting and changing the outfits
5.6.3 Special Events
Special events are important to our celebrity customers as they are look-
ing to create a strong brand for themselves. Mallory Hsu Studio will assist
our clients in finding the perfect suitable outfits to attend any event.
The styling service that we offer:
• Analyzing the current trend/style
• Searching/finding/loaning the outfits
• Styling for the events
2 Hours
 Meeting with clients
 Analyzing the current trend / style
3 Hours
 Searching/finding/loaning the outfits
2 Hours
 Doing the styling for the events
Table 5.6.3
Special Events Timeline
S tudio 6.0 Marketing Plan
6.1 m arketing o bjectives
5.2 m arketing s trategy
6.1 Marketing Objectives
As a new business model of styling company based on the media industry in Taiwan. Mal-
lory Hsu Studio is branding to create the acceptance of a new styling studio for the media
industry only and to develop our brand reputation. Mallory Hsu Studio understands the needs
from potential customers and offers the services they want. Once Mallory Hsu Studio has
established itself as a professional organization that provides incomparable services, customers will become increasingly loyal; our network is another key to success. Our business is
strongly related to interpersonal relationships so we have to build good connections with our
potential customers and partners, such as TV companies, magazines, production teams, and
celebrities. After frequent partnerships and collaborating with business partners, our business will grow rapidly. Our goal is to create good partnerships with our target customers and
expand the business to more fashion-related areas by offering more complete services for
clients.
6.2 Marketing Strategy
6.2.1 Product Strategy
For Mallory Hsu Studio, the product indicates
our distinctive services. As regards service strategy, Mallory Hsu Studio will insist on professional
and creative styling works with personalized
service for our market. Unlike general styling studios, Mallory Hsu Studio focuses on each individual client in the media industry; understands the
client’s needs and wants, and will develop the
best stylistic works to achieve their needs. In addition, the owner, Mallory Hsu, has good sense of
leading fashion and fashion trends from U.S. and
Asia. She has numerous experiences of doing
styling works in U.S. She knows how to combine
western and Asian fashion styles into our business and introduces the high-level fashion styles
and tastes to our clients. Also, in part of service
segment, we provide a full package of styling
services, including styling, hair, and makeup for
clients which is different from general styling studios. Our goal is to make our clients feel unique
by offering our customized services.
6.2.2 Price Strategy
Regarding price strategy, Mallory Hsu
Studio will provide clients an affordable
middle-high price level with high quality
services, a price structure that is at or below
competitors. Mallory Hsu expects to create
outstanding works for each client with reasonable prices to satisfy the target market
of TV stations and producers. Mallory Hsu
Studio includes its own stylist, makeup artist,
and hair stylist as a team that ensures consistency for clients.
6.2.3 Place Strategy
Mallory Hsu Studio’s office is located in Song-shan district, Taipei City where is near
the main client base in Taiwan. Taipei City is the central base of fashion and media industry professionals. According to the Department of Cultural Affairs Taipei City Government,
the total of creative industry’s net sales in 2009 was US$171.5 billion, among US$102 billion
came from Taipei City. It revealed that 59.46% of creative industry businesses’ revenues and
transactions took place in Taipei City. Mallory Hsu Studio will also use multiple social networks by creating a website, Facebook page, Twitter, and blog. Nowadays, people search
fashion information not only from TV or magazines but also from the Internet. Social networks, as we all know, are highly influential in our daily life. It was reported on November
15, 2011 that Disney paid $40 million for a blogging site called Babble Media, Inc. not to sell
anything but to add content to their brand. Although this is not our target customer, it does
demonstrate the viability and marketing power that bloggers currently own. Most of the
fashion brands (including high-end, designer, fast fashion brands) have their own Facebook
pages or Twitter accounts. Mallory Hsu Studio will update its newest news, styling works,
fashion trends and styling knowledge on all its social networking. Social networking can be
the primary marketing tool for Mallory Hsu Studio that can promote our brand image rapidly.
6.2.4 Promotion Strategy
Mallory Hsu Studio will set up an official website to introduce its services
and exhibit Mallory Hsu Studio’s styling work. The online portfolio will be the
basic promotional tool for the company. Because of the popularity of social networking uses, Mallory Hsu Studio will surely focus on E-marketing. We will have
a Twitter account that updates the newest information about our company and
posts styling works on Facebook. Our professional website and blog will provide
a link to all these sites to strengthen our customer base.
One’s online presence can no longer be ignored. People search online for your
business to find reviews, testimonials, product information and more. We will pay
for keywords advertising on Yahoo Taiwan and Google to target the customers. Keyword-targeted campaigns are charged on a CPC (cost-per-click) basis.
The company is only charged when a user clicks on our ad and is taken to our
linked page. Therefore, this type of ads is appropriate marketing tool for small
businesses like Mallory Hsu Studio and we can control our daily budget for ads
as well. We will spend about $2,000 (approximately $67 for a day) on news promotion and keywords advertising on Yahoo Taiwan and Google every month.
Graph 6.2.4
Social Networking of Mallory Hsu Studio
Table 6.2.4
Promotion Timeline
2012
Social
Networksfacebook
page, Twitter, blog,
fashion
website
linked
Advertising- adwords on
Yahoo/
Google,
banner
ads, paid
search
Public
relations
Venuelauncing
party
Feb
Mar
Apr
May
Jun
Jul
Aug
Sep
Oct
Nov
Dec
Jan
6.2.5 Personal Strategy
As stated by the interview research, interpersonal connections are directly
involved in our services. Mallory Hsu Studio has strong connections with people
who work in fashion and media industries since the owner; Mallory Hsu has studied at a fashion school in Taipei, Taiwan. She is knowledgeable about innovative
fashion designers, fashion merchandisers, PRs, and the people who work in the
fashion industry from schools as well as internships and jobs that she has held.
Therefore, Mallory Hsu Studio will step forward to inform them of our professional
services.
S tudio 7.0 Financial Plan
7.1
7.2
7.3
7.4
7.5
7.6
7.7
7.8
f inancial s ummary
s tart - up p lan
a ssortment p lan
s ales p lan
w orking h ours & w ages
l oan p ayment
p rofit & l oss a naysis
c ash f low f orecast
7.1 Financial Summary
The detailed financial analysis of Mallory Hsu Studio, the company will launch in February 2012 with ap-
proximately US$105,217 as the initial investment. The investment includes studio space with fixtures, equipment, supplies, marketing and advertising, and other start up expenses. The total funding demand will be
financed from Cathay United Bank with the form of a 5-year personal loan with an annual interest rate of 4% to
complete the loan payment in 60 months.
As Mallory Hsu Studio is providing styling consulting and services, we don’t have a cost of goods and inventory plan. For the first year of Mallory Hsu Studio, we will focus on building connections and reputation in fashion
and media industries to achieve the success. Instead of COGS, we will emphasis more on marketing and public relationships to develop our networks. Mallory Hsu Studio will spend about US$6,500 on marketing startup,
including press releases, launching events, news promotion and keywords advertising on Yahoo Taiwan and
Google. In addition, Mallory Hsu Studio is new to the styling business and we have limited target customers.
In order to develop the base of our clients, we spend about 20% of net sales for marketing expenses in each
month to expand the exposure of Mallory Hsu Studio and become more recognizable in the fashion styling
service industry. We estimate to reach the total sales of US$440,670.
In the second year, Mallory Hsu Studio will maintain the relationships that we have built in our fist first with our
clients and look forward to cooperating with larger and international clients. Therefore, we expect our growth
rate will be 1.05% and sales growth will about US$ 462,704.
With two years of experience, Mallory Hsu Studio will already have established our reputation progressively
in the third year. We will keep accumulating our experiences and start expanding our business and clients to
other Asian countries. We assume our growth rate will be at 1.10% greater than second year and sales growth
will be about $ 508,974 in year three.
7.2 Start-Up Plan
Table 7.2.1 Start-Up
7.2.1 Detail of Start-Up Expenses
Table 7.2.2 Expenses
Table 7.2.3 Expenses
7.3 Assortment Plan
7.3.1 Stylist
7.3.1 Makeup Artsit/Hair Stylist/
Style Assistant & Total Sales
7.4 Sales Plan
Sales Plan Year 1
Sales Plan Year 2
Sales Plan Year 3
7.5 Working Hours & Wages
7.5.1 Staff
7.6 Loan Plan
Loan Rate:4%
7.7 Profit & Loss Analysis
7.8 Cash Flow Forecast
S tudio 8.0
Brand Identification
8.1 l ogo
8.2 b usiness c ard
8.3 v isual d esign
8.1 Logo
Graph 8.1.1 Logo
Mallory Hsu Studio is a new, young and professional company, with a professional styling
team. We want to create a brand image with
edgy, aesthetic, and innovative impression to
our clients.
Color: Black/White
Font: Cooperlate
8.3 Visual Design
8.3.1 Floor Plan
8.3.2 3D Perspective
Graph 8.3.2 3D Perspective
Mallory Hsu Studio's office will be
designed a simple, clean, and
modern look. We will hire Kurt
Chang and Zero Kuo as our interior designers. We want to create
a comfortable and open space not
only for working environment, but
also for a fashion lifestyle.
S tudio 9.0 Interview
9.1 i nterview Q uestions & r esult
9.2 i nterview c onclusion
9.1 Interview Questions & Results
9.1.1 TV Stations & Model Agencies
After the phone interviews from three TV stations: CTS, CTV, TTV and model agencies: Catwalk and
Eelin.
 Styling Department on site: Most TV stations do not have a styling department or employees in
their companies. They usually collaborate with outside production companies or teams. The production
companies or teams hire the freelancers that are needed. Only TV dramas may have their own stylists
and hair/makeup artists on the teams. As for the modeling agency, they have few stylists on site for
creating the images of new faces.
 Hiring outside production teams/stylists: All of the TV stations hire outside production teams
for TV shows. Each TV show has different production teams. Therefore, the production teams employ
stylists and hair/makeup artists. They have particular partnerships with familiar salons and stylists. However, the hosts of the shows would have their own stylists and hair/makeup artists.
 Recruitment: It usually depends on TV shows that some production teams have partnerships with
stylists and hair/makeup artists, some ask other production teams for employing stylists, and some hire
the people they’ve known since the industry is pretty small.
 Budget of styling per show: The styling fees are always included in the budget of TV shows.
However, the average budget for super stars is about NT$ 30,000- NT$ 50,000 that equals US$ 1,000US$ 1,800. In general, it’s about NT$ 5,000-NT$ 10,000 which is equal to US$ 150- US$ 350 per person in
a show. The TV shows usually have sponsors for clothing that can lower the costs.
 Salary payment: The salary is always included in the budget of each TV show, but TV companies
pay by episode usually.
 Sponsors: The TV companies usually have sponsors for clothing, shoes and accessories that can
decrease the cost or the stylists may be able to loan them from clothing stores.
 The tasks of stylists: The stylists are in charge to loan or find the clothes and accessories. Also,
they need to style and dress for the celebrities. After shooting, they have to do the returns to stores or
sponsor companies.
9.1.2 Stylist
 Stylist career: The stylists in Taiwan have entered the styling industry by working as an assistant for other stylists or his/her friends have introduced him/her to this job.
 Working location: Most stylists work at their styling studios. Some are open to the public for
creating new images so they can do styling on site, but some only style for TV shows or celebrities so they usually do styling at TV stations or at other locations.
 Recruitment: The stylists don’t contact TV stations directly for recruitment. The stylists usually
get hired by production teams or celebrities or people who work in the industry. Therefore, styling studios/stylists have partnerships with some production teams or with some celebrities. If they
have any project which needs a stylist, they’d contact the studios/stylist directly. This industry is
more about relationships and connections. If you know somebody who works at production companies or TV stations, they would ask you to do it.
The tasks of stylists: The stylists are in charge of everything, including loaning the clothes,
preparing all the styling tools, and searching for concepts and ideas about make-up and hair and
doing the overall styling, and then meeting with models and photographers for discussion.
Differences between personal studios (styling for the public) and TV stations (styling
for the celebrities, no styling studio): Styling for the public focuses on the customers. Stylists
have to try to understand their thoughts. In contrast to styling for celebrities or TV dramas, we design or create the looks based on the shows or characters of TV dramas.
Partnerships: There’s no official contract with TV stations or production teams. However, the
production companies or celebrities have partnerships with styling studios. If they have worked together for a long time, they become a team.
Self-promotion: The stylists in Taiwan seldom do self-promotion actually. They don’t put their
styling on the websites or any other social media. Only a few styling studios have their own websites and put some of works on it.
9.2 Conclusion
According to the interview reports that we have re-
searched, it reflects that the styling industry is small but
has started growing in Taiwan. As fashion trend expands
internationally, people in Taiwan start to care more about
their personal images. They tend to look for styling advice
from fashion and beauty TV shows, TV episodes, celebrities, and fashion magazines. The TV companies have
noticed the market need of fashion and styling advice so
they produce some fashion and beauty TV programs for
audiences. In the shows, they usually invite some stylists, hair stylists, and makeup artists to teach audiences
how to unveil the personal images and styles in a positive
fashion trend. TV shows definitely are the best potential
market for Mallory Hsu Studio. If we follow the styling
trends in the United States, Mad Men is a perfect example
of why styling has become so important and what is the
aftershock that has been produced. Mad Men launched
approximately 5 years ago and is most noted for its innovative styling. Banana Republic even cooperated with
Katherine Jane Bryant (the stylist) to launch a collection
that sold out virtually to the piece. That genre (50’s to
60’s in the United States) has also produced some of the
more interesting fashions that are seen on the runway as
well as the accessories that accompany it.
S tudio 10.0 Appendix
10.1
10.2
10.3
10.4
r eferences
p ortfolio
a utobiographic
r esume
10.1 References
Directorate General of Budget, Accounting and Statistics, Executive Yuan, R.O.C
Department of Budget, Accounting and Statistics, Taipei City Government
http://www.dgbas.gov.tw
http://www.dbas.taipei.gov.tw
National Digital Library of Theses and Dissertations in Taiwan http://ndltd.ncl.edu.tw
Taiwan Institute of Economic Research http://www.tier.org.tw
Business Indicators DataBase http://index.cepd.gov.tw
National Statistics, R.O.C. (Taiwan) http://www.stat.gov.tw
Bureau of National Health Insurance http://www.nhi.gov.tw
12 Questions For "Mad Men" Costume Designer Janie Bryant
Sinyi Realty Co. http://www.sinyi.com.tw
LinLi Wedding http://www.linli.com.tw
Joey Cheng Beauty http://www.jcbbeauty.com
Suzuka Styling Studio
http://www.suzuka.com.tw
http://www.glamour.com/fashion/blogs
10.2 Portfolio