In a world where fashion evolves rapidly and trends are fleeting, a small atelier appears that lives to reproduce the magic of traditional creation and authentic luxury. It was born from a shared passion for beauty and the desire to free clothes from the daily routine.

It all starts with a promise – to bring a smile to women’s faces, give them confidence and at the same time inspire them to express their creativity and personality through every knitted product. A magical combination of warm and contemporary, effortless luxury, becomes the emblem of this unique brand.

The team behind it searches for the finest virgin wool, merino, alpaca, mohair and more to transform the yarns into personal emotions and items ready to receive the story of each wearer. Each product is created with care and skill, taking knitting to unprecedented levels.

But they don’t stop at simple knitting. It explores new horizons of design, bringing avant-garde elements and combining traditional technique with modern. Thus, each piece comes to life and becomes unique only when worn by the new owner, bearing only the signature of the passionate and talented creator.

As it evolves, it adopts new values ​​– positivity and freedom, encouraging its customers to assert their power and adopt a style of clothing that reflects their personality. With each new collection, he earns the trust and admiration of women who wear the creations, whether they are looking for a stylish cardigan for the office or a special dress for special occasions.

It constantly strives to become synonymous with quality, sophistication and the satisfaction of producing clothes that embody the true art of knitting. They aim to constantly redefine themselves, to inspire their clients to approach fashion with confidence, individuality and an avant-garde attitude. In every knitwear is not only woollen yarn, but also the passion and artistry that make their items come to life.

Task Book: Defining the brand’s values, mission and objectives, Market positioning, Analysis of marketing opportunities for the first collection of products
Creating an elegant and memorable name that appeals to a sophisticated female audience and represents the brand’s values. Not to be corporate, but to present an authentic brand, creating visual identity, the construction of a platform that integrates both a brand presentation site and the online trade area, being the only sales channel for the products and developing a content strategy and social media communication campaigns

Outline of Values and Mission: This brand was created to offer women unique clothing items, made with care and attention from the best quality yarns. We focus on providing comfortable products that combine classic elegance with contemporary innovation and inspire freedom, creativity and self-confidence. Made in limited numbers, each piece in the collection has a personal touch, evokes emotion and inspires joy.

Individuality and creativity: We encourage our customers to freely express their individuality and creativity through our highest quality items. Each Laneria product is created to allow women to assert their unique style.

Superior quality: We are dedicated to producing the highest quality knitwear, using premium materials, ensuring our products are durable and maintaining our high standards.

Responsibility and uniqueness in limited series: We responsibly go through the entire production process, actively involved in all stages. This helps us provide our customers with a memorable experience and ensure that our products are created with care and attention to detail. Each item is produced in limited series, eliminating overproduction and adding an extra level of uniqueness and value.

Good vibes only: Through our genuine and high-quality products, the Laneria brand inspires joy, confidence and positive emotions among its customers. Sustainability: We are strongly committed to protecting the environment. We use sustainable materials and environmentally friendly production processes, thus contributing to a greener future.

We believe in the power of every woman to live her own story and shine in her own unique way. With our passion for high-quality knitwear, we celebrate diversity and want to inspire you to express your freedom, creativity and self-confidence. Every item we share with you brings us closer and helps us build a community that celebrates these values. In fact, each Laneria item expresses authenticity and is thought to enhance confidence in one’s own beauty. In every yarn, you find the connection between our passion for superior quality and our respect for the customer.

Discovering Differentiators and Consumption Habits

Basic utility needs: We provide clothing that provides protection and maintains warmth so you feel comfortable and safe in all conditions. Intermediate needs: we focus on emphasising the beauty of the body and hiding certain flaws, so that you feel confident and in harmony with your own image. Complex needs: our products have become status symbols through design, materials and branding, providing a special social distinction. They satisfy your need for personality expression, bring mental satisfaction through attraction to beauty, and help you stand out in your circle of friends, giving you that special feeling when you are praised for the way you dress. To differentiate ourselves from our competitors in such a dynamic environment, we will put focus on the following aspects:

Superior quality: We will continue to use premium materials and high-quality production techniques to create exquisite and durable knitwear. The innovative design:
We will develop collections with modern and elegant designs, integrating contemporary trends, to meet the preferences of our customers. Sustainability:
We will maintain a strong commitment to sustainable practices in all aspects of our business to appeal to environmentally conscious consumers. Authentic Communication: We will connect with our customers through our authentic story, promoting our values ​​of freedom, creativity and passion, to build a loyal community. Flexibility and adaptability: We will remain attentive to our customers’ ever-changing needs and preferences, quickly adapting to market demands.

Market Analysis and Proposed Approach

Sales potential: The knitwear industry in Romania has seen steady growth in recent years, being estimated at approximately 1 billion lei in 2020. It is estimated that the market will continue to grow at an annual rate of approximately 5% in the coming years, reaching approximately 1, 3 billion lei in 2025.

Customer Retention: One of the main contributors to customer profitability in the knitwear industry is product quality and brand reputation. With an approach focused on sustainability and premium materials, we can build a solid base of loyal customers who return for superior quality products.

Funnel and Marketing Mix: To reach our target audience, we will use a combination of marketing strategies, including online advertising, social media marketing and personalised email marketing campaigns. Investing in promoting brand values ​​and product quality will attract an increased number of potential customers and help increase sales.

Competitors’ Gross Margins: In Romania, gross margins on knitwear can vary between 150% and 250%, depending on the brand and market segment. Given our focus on premium products and superior quality materials, we can aspire to a gross margin of over 300%, which will allow us to achieve a more consistent price.

Competitor Strategies: Competition in the knitwear industry is characterised by product diversity and competitive pricing. To differentiate ourselves, we will focus on providing high-quality knitwear with innovative and sustainable design, thus attracting customers who are looking for premium and unique products. Looking ahead, given the market potential, our approach focused on quality, innovative design and sustainability will enable us to gain customer trust and achieve a 2% market share in the next 5 years. Through effective marketing strategies and careful management of production and promotion costs, we aim to achieve long-term organic and sustainable growth in the knitwear industry in Romania.

2022* 1,164 companies – Total number of companies (SRL / SA) whose object is clothing production. 2 923 employees – total number of employees working in this CAEN code. 1 373 792 053 RON total net turnover. 148 631 481 RON net profit – The sum of the profits of all companies

Target Audience Segmentation: Age ranges: 27 – 29, 30 – 35, 37 – 45, 46 – 57

Age: 46 – 57 years / Name: Elena / Occupation: Executive Director in a consulting company / Education: Masters in Business Management / Income: Average / Interests: Elena appreciates classic clothes with a modern touch that allow her to feel confident and elegant at the office or at special events. She is attracted to premium collections and high-quality products, but at affordable prices. She follows fashion influencers and blogs to keep up with trends and keep her wardrobe current and stylish.

Age: 58 – 65 years / Name: Gabriela / Occupation: Retired / Education: Economics Graduate / Income: Pension and savings / Interests: Gabriela wants comfortable and stylish knitted clothes, suitable for recreational activities and social events. He is looking for quality and durable products that will give him a classic, yet modern and age-appropriate style. She is interested in sustainable fashion and prefers brands that promote an eco-friendly lifestyle.

Age: 27 – 29 years / Name: Alexandra / Occupation: Marketing Specialist / Education: Master’s Degree in Digital Marketing / Income: Average / Interests: She likes to travel to “trendy” destinations, explore cultures and discover new sustainable fashion and beauty brands. She spends her time watching fashion and lifestyle shows and podcasts. She is active on Instagram and follows influencers who promote ethical and sustainable fashion. He looks for quality and authenticity in the products he buys.

Age: 30 – 35 years / Name: Maria / Occupation: Human resources manager / Studies: Graduated from the Faculty of Psychology / Income: Average / Interests: She likes to spend her vacations in trendy destinations and on holidays with her family. She is interested in premium collections and designer collections that promote sustainability and organic materials. She follows influencers in the field of beauty and fashion, and the products she chooses are those that give her quality and authenticity.

Age: 37 – 45 years / Name: Ana / Occupation: Lawyer / Education: Graduated from the Faculty of Law / Income: Medium / Interests: As an active mother, Ana wants comfortable and versatile clothes that give her a sophisticated style, but at the same time casual and adaptable for various occasions. He appreciates quality knitwear and stylish accents. She is passionate about sustainable fashion and closely follows her favorite influencers and stores that promote this lifestyle.

Conclusions

Our positioning in the market is based on creating an authentic and charming brand that offers customers a unique shopping experience. We combine the magic of lightness and comfort with the refinement of luxury and elegance, thus bringing a contemporary and avant-garde approach to the world of clothing. We cater to independent women, women with children and young professionals in junior or middle positions, such as doctors, lawyers, lawyers, corporate and civil servants, offering them premium products with impeccable design and elaborate lines that encourage them to express themselves in authentic way personality through clothing.

Our products aim to bring joy and satisfaction, being the ideal choice for women who want to feel at ease and be the center of attention at all times. With a sense of exclusion of superficiality and too affordable prices, we want every purchase to become a precious and sought-after experience, and our customers look forward to discovering the special offers and promotions we prepare.

By segmenting into different age groups and niches, we ensure that every customer finds products that perfectly suit her needs and preferences. Thus, we want to become the preferred destination for modern and sophisticated women, who appreciate authenticity, refinement and “not quite accessible” luxury, and for them, every purchase should be truly special and memorable.