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Finalised MCQ AIMS
Set MCQ apart from McQueen
Brand sentiment
Grow wholesale (franchise) business by 20% revenue
& open a new store
New store must be a wholly owned store. Location & strategy is up to us to decide
The wholly owned store is the long term strategy - we must decide where, when, how, why, following what strategies and justify every decision with data
Educate Chinese customer that MCQ is separate brand to AMQ with different values and aesthetics. MCQ is not little sister of AMQ. They don't want MCQ customers to necessarily progress to AMQ, "a MCQ customer can stay with us for life"
Generate strong following for the MCQ brand in China.
Age: 20-35
Urban Chinese woman
Influences: Korean celebrity
Interests in the brand: functional items - bags, t shirts, accessories