find the executive summary, positioning strategy, point of difference and point of parity and conclusion for the below.

Company Description

Vanillin is a Thai and Korean lifestyle brand that reflects its Chairman, CEO, and Designer,

The brand has an edgy but also classy image, and because it is an independent label, it has the advantage of exclusivity. The consumer gets recognized simply for being aware of the brand. Now that the brand has grown in popularity in Thailand it is being worn by a number of celebrities and influencers who are labelled fashion icons.

Product Description

Vanillin's unique style and taste. Ready-to-wear, shoes, and handbags are all part of the line, which is famous for its use of color, pattern, and eccentric touches. The company began as a little store in Bangkok, Thailand, in 2014. From the start, consumers were drawn to the brand's classic but bohemian aesthetic.

Value Proposition and Unique Selling Point

Vanillin provides fashionable clothing by introducing styles that are contemporary and trendy on a regular basis. They are industry trend-setters, with great response to trends in style, cut, and colour. Vanillin's supply chain is vertically integrated through a tightly managed facility. Because every item is inspected and stored in this regulated system, it assures a fast turnaround and delivery.

Vanillin manufactures only a limited supply of products, therefore they do not have to deal with excess inventory or constant markdowns.

The business attracts a diverse range of potential customers with their unique and trendy production of clothes. They manufacture more new trends and modern clothes than their competitors, people are drawn to return more frequently because there is always something new and unique to see. By decreasing the produced quality of each model, Vanillin generates artificial scarcity and reduces the danger of having stock that cannot be sold.

Industry Analysis

The fashion industry is a significant contributor to Thailand's economy, accounting for over 17% of total GDP. Thailand's fashion sector is rapidly increasing. Clothing, accessories, jewellery, and other items are included. All of this contributes to Bangkok's vibrant and creative atmosphere. Thailand's fashion business has expanded to include all genders, including women, men, and children. In the country, businesses are marketing fashion in all of its forms.

The government has taken steps to ensure that Bangkok's style statement and reputation as a major fashion centre remain maintained. Also to establish Bangkok's image as a global centre for fashion design.

Local and Global trend

Fashion and luxury clothing is very popular among the wealthy people of Thailand. To maintain the relations and appear fashionable and trendy, they buy and wear trendy luxurious clothing on a regular basis if not daily. The fashion industry is a significant contributor to Thailand's economy, accounting for over 17% of total GDP. Thailand's manufacturing industry is the biggest industry in Thailand.

Future Growth

I think Vanillin has a lot of potential to grow bigger and bigger. These growths includes

• Opening more stores
• Selling in multi brand shops
• Promoting more
• Doing fashion shows more often
• Opening and operating in other countries.

SWOT Analysis

Strength

Trendy and Unique Designs

One of Vanillin's first and most important advantages is its ability to produce. It has a talented designer on board who understands the Zara brand and the mindset of those that buy the product. The clothes are elegant and well-made, with excellent design and finishing. They are available in a range of styles, including business, party, men's and women's, and casual.

Website

One of the main advantages that Vanilin Studio has is that it has its own website which makes it easier for the consumers to surf and explore the brand more.

Supply Chain Management

Vanillin manages their supply chain and inventory using a pull method. Because of the different types that they release on a monthly basis, they only create a tiny quantity of each. This is advantageous to their own e-commerce website because it allows for quick and easy turnover. Vanillin is able to update their website on a regular basis in order to keep up with changing trends and styles.

Social Media Presence

Vanillin has a strong presence on the internet. The brand's own website features a store (complete with catwalk photographs), brand updates, and a look book. The collections are available to purchase directly from the brand's website and social media channels. Vanilin studio usually posts 1-5 times a day. When a new collection launches they tend to post more.

Low cost and higher profits

Vanillin only spends a small amount of money on advertising. Vanillin is promoting its products using an innovative design strategy.

Weakness

Advertisements

Vanillin spends little money on advertising. Vanillin's profit and revenue might be increased if it pursues an aggressive advertising campaign.

Opportunities

Potential Clientele

Vanillin is getting increasingly popular in all of its locations. Customers like to wear Vanillin because it is a statement of prestige. As a result, Vanillin wishes to concentrate on the current market's increasing market potential.

Business Expansion

Emerging opportunities would continue to provide Vanillin new clients and more profitable business. Vanillin has the potential to expand its business into new and emerging markets.

Threats

Low advertising: Vanillin does not advertise its products, and competitors who do advertise their products may be able to entice customers away from Vanillin by offering special deals. Competitor promotional techniques can pose a serious danger to the organisation.

Intense Competition:

Many other local luxurious clothing brands producing similar styles of clothes can soon pose a threat to Vanillin.

Competition

Varithorn Boutique

This line is a mix between casual and fancy clothes. They use line and Instagram as their main marketing method. Posts 6-8 times everyday. Videos and photos of the models wearing the line. Their marketing is very strong. However they can improve on showcasing of their design clearly as it's not that clear in the videos and pictures.

Promthong

Does not post everyday. Active on line and Instagram. The style is very basic. The price is a lot less than Vanillin. Posts mainly pictures of models wearing the line and videos which showcases the models wearing the line.

Airly Closet

Airly closet is more of a fancy line than Vanillin. Airly closet is only for women. The line is more fancy and outgoing. Airly closet price is less compared to Vanillin. They only have Instagram and Line. Most quite frequently on Instagram. Around 6-8 posts a day. Their pictures are not as professional as the other brands. I think their line is quite good and prices are competitive. They might need to work on getting different contents as all their posts are of the same model wearing different designs.

Cherly

It is more of a casual chic line. They have Instagram, Facebook and line. They are more active on Instagram and line than Facebook. However, answers queries on all platforms. The price is way less than Vanillin. Their social media makes the brand value decrease a little bit as it's a bit of everything. There is no specific theme and the posts are quite random.

Flat 1212

The line is a mix between basic and party wear. They post on Instagram and does conversation on Line. The marketing is quite good as the owner and its hi-so friends post about the brand on their own Instagram which has a huge fan following. They need to improve on the posts as it's only in Thai and not English.

Target Market and Segmentation

Vanillin's main group of customers are 18-35 year old, young professionals, who are after an elegant, effortless and cool look.

Vanillin's major target demographic is adults between the ages of 18 and 35. The gender fluctuates between men and women, as Vanillin is open to all genders, especially in their advertising, where they use models of both genders. Vanillin likes to keep its fashions "hot," which helps them appeal to a younger demographic. This enables them to maintain their clients' interest while also competing with their main competitors. The typical "Vanillin customer" is a youthful fashionista who is always on the lookout for the next trend. These are the customers of today's generation, who are active on social media platforms such as Facebook, Twitter, and Instagram.