MSP Assignment 3 (Michelle)_TE

MAJOR STUDIO PROJECT - EVERY INCH BUSINESS PLAN 1
Raffles International College
Major Studio Project Part 2
Assessment 3: A Business Report
Made by: Chan Michelle So (003FM115)
Lecturer: Thomas Empson
Date: 15th September 2015

2 MAJOR STUDIO PROJECT - EVERY INCH BUSINESS PLAN
CHAPTER 1: CONTEXT
A. Executive Summary
Fashion retailers are missing out on a large market opportunity of $9 billion
(Schlosseberg, 2015) by neglecting plus size women needs. The average
woman is a size 14 (Los Angeles Times, 2015) but most fashion retailers still
catering to woman who wear sizes 0, 2 and 4. Plus size women are known to
spend more if given more options on clothing in terms of styles and trends
with 21% of plus size women spend $150 minimum spending on clothing and
accessories, compared to 15% for standard size (Modcloth, 2015). The ‘plus
size’ swimwear market is underdeveloped and can be considered high
underdeveloped in Hong Kong and across Asia and therefore open to growth.
This identified gap and huge market potential give rational to develop
products for consumers seeking apparel that differs from the typical “Asian
standard body measurement chart” and to develop a brand that resonates
with the large demographic.
‘Every Inch’ offers a beachwear line catering to female ages 16-38 years old
leading with a plus-size ladies niche product range and clearly defined target
customer. Retailed initially online and based in Hong Kong, anticipated
success allows for quick expansion opportunities across Asia, and even
Europe and the Americas. Every Inch will serve as a diverse brand that caters
for all sizes from size XS to 6X. The product line will include swimsuits,
bikinis with 100% UV protection, cover-ups to protect the consumers from
the sun, dresses and accessories such as beach towels.
The total required budget for Every Inch campaign cost around
HK$6,952,800, the total benefit will be HK$7,174,900 and the expected
return on investment for the year 2016 will be HK$221,540. Overall in 3
years, Every Inch will gain a profit of HK$4,760,740. In order to achieve this,
Every Inch will need to perform an effective advertising strategy, marketing
and creative plan which will be discussed in this document.

B. Situation Analysis
1. Key Macroeconomic Factors (PESTLE Analysis)
I. Political - THREATS
Every Inch as a business can expand across Asia, Europe and the
Americas. Every Inch needs to ensure authenticity before producing
product, to avoid legal issues of copyrights, trademarks or product
similarities issues. We must also be aware of international trade policies.
II. Economical - OPPORTUNITIES
As mention in page 3, fashion retailers are missing a $9 billion in plus-size
market and that they are willing to spend at about $150 worth of
shopping spending. Every Inch will have the opportunity to attract the
plus-size consumers by producing stylish swimwear.
Political
Economical
Social
Technological
Legal
Environmental

III. Social - OPPORTUNITES
People are getting bigger and becoming more active during summer. But
the plus-size markets are being under-developed in Asia (Ward 2015).
Every Inch will have the opportunity to cater for the plus-size market by
creating a stylish and unique style that can fit them. Every Inch will carry
and to encourage plus-size women to feel comfortable, sexy and worthy
when they purchase our product. The social media is now essential for
business access. Every Inch will this opportunity to promote the brand
through social media.
IV. Technological - OPPORTUNITIES
The Internet is a part of our waking day. People operate devices
everywhere they go, with an average of 150 screen views per day (Leung,
2015). Every Inch has an opportunity to create engaging content via
YouTube, Facebook and Instagram, to trend in the social media platforms.
Advertising with drive traffic, Direct Marketing a part of the conversation
and leading to conversion. All of the technological efforts aim to convert
into sale. Every Inch can use this opportunity to promote the brand, while
the Internet is very popular all over the world.
V. Legal – THREATS
There is a big chance that Every Inch will face copyright issues, not
necessarily the brand but other fashion brand may try to copy Every Inch
and this make the swimwear brand less valuable. Every Inch also need to
be aware of what other fashion retailers are doing and making sure that
the creative team are aware of copyright infringement issues. The
Creative Director of the company need to guide and monitor the
designers in every pieces that they produce.

VI. Environmental - THREATS
The need for UV Protection:
The importance of Fitness has led to a surge in outdoor exercises
exposing us to harmful sunrays. Wearing UV protection products can
protect our skin from sun damage that can lead to skin cancer. In 10
years, an increase of more than 2 million diagnosed with skin cancer has
been recorded (Sparks, 2015). Therefore, Every Inch will have the
opportunity to introduce a swimwear brand that consists of 100% UV
protection, create safer products and to educate consumer on how UV
protection is important, as it protects our skin from exposing in the sun
that may possibly lead to skin cancer (Sparks, 2015).
Weather effect on Fashion Sales:
Weather will play a crucial part in a swimwear brand. The summer in
Hong Kong is between June-August, the junk boat party season. Hong
Kong experiences typhoons, thunderstorms, and rain even during the
summer. Every Inch will face a big threat if in case a typhoon arrived
during the junk boat party day. This will affect not only the consumer’s
interest but also the cost of the junk boat and the cost for postponing the
event. The business might lose more rather than gaining any profit. Every
Inch must detail this in delivery and try to maximize conversation
opportunities online around the weather.

2. Key Microeconomic Factors (Porters Five Forces)
Threat of Substitutes:
(THREATS) Economies of scale can capture market share
quicker. With many swimwear brands
accessible globally, Every Inch must
differentiate the brand promise to resonate
with target customers. With all brands
following pre-requisite ‘trends’, similarity is
inevitable. Every Inch needs to come up with
something exciting, while following trends,
but be different for it personality.
Existing Rivalry:
(OPPORTUNITIES) Every Inch will face many rivalries in the
swimwear market. Whether in Hong Kong or
an internationally brand, most swimwear
brand carries smaller sizes: Roxy, Ozzie
Cozzie. H&M, Forever 21 and ASOS offer
larger sizes for women. As tough competitors
Every Inch’s opportunity is unique designs
that your friends wont be wearing.
Threat of
Substitutes
Existing
Rivalry
Customer
Bargaining
Power
Threat of
New
Entrants
Supplier
Bargaining
Power

Customer Bargaining Power:
(OPPORTUNITIES) To keep the customer interested,
promotional discounts are an effective
bargaining power in Hong Kong (Chen, 2015).
However as a new brand with little brand
loyalty Every Inch must keep a part of the
contestation and promote and remind
through all channels.
Threat of New Entrants:
(OPPORTUNITIES) In order for Every Inch to enter the
swimwear market easily, the marketing plan
and advertisement need to look attractive
and something that consumers would feel
excited about the brand. Every Inch has
unique selling point of catering for small to
larger sizes, 100% UV protection swimsuits
and exciting collaborations with different
party event in Hong Kong and across Asia.
Supplier Bargaining Power:
(THREATS) The suppliers will increase competition
within an industry by threatening to raise
prices and reduce the good quality and
services into a weaker one. Every Inch will
face a threat in terms of pricing issues. While
the suppliers will increase the prices with fair
or bad quality, Every Inch will then be forced
to increase their selling prices and this may
led to consumer not to buy the product due to
high price.

C. SWOT Analysis
STRENGTH WEAKNESSES
S1. Provide large sizes for plus size
ladies
S2. Cater for larger sizes will attract
more consumers and gain loyal
costumers
S3. The customers in Hong Kong can
use Cash on Delivery for those who
do not have credit cards
W1. Potential competitors arriving
in Hong Kong and other online store
W2. Bad weather such as, typhoons,
thunderstorms, rainy season, or
natural disaster may cause delays
on delivering the goods on track
W3. Quality control issues such as,
damages, improper usage of fabrics
OPPORTUNITIES THREAT
O1. $9BN Market size
O2. Possibility to expand into
greater China
O3. New followers, loyal customers
and frequent buyers from social
media networking
O4. Future fashion event such as,
Junk Party, Swimsuit competitions,
collaborations with party events
across Asia
T1. High rental fee of the warehouse
T2. Government fee/ tax fee
T3. New entrants into the market
place
T4. Possibility of encountering a
natural disaster that may affect the
business for deliveries
By following the SWOT Analysis, Every Inch team will be aware of what are
the threats and opportunities that will come along the way. The SWOT
Analysis are use for preparation for any kind of possible business threat and
also knowing the strength and weaknesses of Every Inch and that can be
avoided or replace it into a better marketing strategy.

CHAPTER 2: BRAND
D. Brand Introduction
1. Brand Vision and Mission
Our Vision
Every Inch wants women of the world to feel sexy, confident and proud
of the skin they live in. We want every beautiful inch of you to feel sassy
and beach ready. We celebrate curves and believe in the words of Megan
Trainor:
‘Every Inch of you is perfect from the bottom to the top’
Our Mission
Every Inch is an affordable swimwear brand. We design unique products
for ladies who seek high quality fabrics and exceptional craftsmanship at
inexpensive prices. Our designs compliment a full figured body to ensure
you feel confident wearing our swimsuits from the sun lounger to the
pool or the beach to junk party.
Every Inch prides ourselves on excellent customer service and our online
sales personnel will be only to happy to help you with your order and any
other assistant.
Our Promise
If you cannot find the swimsuit to compliment your body shape, Every
Inch will work with you to design the perfect swimsuit.

2. Brand Identity: Logo
3. Brand Guidelines
Primary colors:
R - 2
G - 197
B - 79
R - 250
G - 68
B - 205
R - 32
G - 37
B - 92
Secondary colors:
R - 238
G - 171
B - 247
R - 148
G - 252
B - 204
R – 243
G - 230
B - 116

Typography Primary Font:
TREBUCHET MS
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Typography Secondary Font:
CENTURY GOTHIC
abcdefghijklmnopqrstuvwxyz
ABCDEFGHIJKLMNOPQRSTUVWXYZ
Imagery:

4. Brand Unique Selling Point
The unique selling points of this brand will be the fact that it caters for
plus-size ladies with larger sizes, creating swimwear that uses Lycra
and fabrics containing UV protection. UV protection is important
because it protects our skin from sun exposure that would lead to skin
cancer.
The Ultraviolet Protection Factor (UPF) fabrics protect us from strong
heat radiation and sun exposure. Therefore we desire to create a
brand not only to sell unique swimwear but to also protect our
consumer from obtaining skin disease as one of our priority. This
makes our brand more valuable.
5. Differentiation
Every Inch is different from other main competitors such as, Roxy,
Ozzie Cozzie, H&M, O’Neill and Sabina Swims. It is because Every Inch
sells swimwear that consists of 100% UV protection and we cater
sizes from XS-6X. Every Inch also provides a unique packaging design
to be shipped out to the consumers.
Every Inch also has numbers of marketing and advertising strategy
such as, Junk boat party, party collaborations in summer events in
Hong Kong, the Philippines and Singapore, look book distributions in
selected well-known bars and coffee shop in Hong Kong, newspaper
advertisement in one of the popular and free distribution of
newspaper in Hong Kong, HK Magazine, and partnering with Sassy
Hong Kong, that will help promote Every Inch by writing reviews and
giving recommendation to us.

CHAPTER 3: CONCEPT
E. Marketing Overview
1. Executive Summary
‘Every Inch’ offers beachwear line catering to female ages 16-38 years
old leading with a plus-size ladies niche product with a clearly defined
target customer. Retailed initially online and based in Hong Kong. The
marketing plan will include numbers of advertisement in newspaper,
online promotion, collaborations with party events, organizing a boat
party and distribution of look books in coffee shop and bars.
2. Project Aims and Marketing Mission
Every Inch aims to launch in March 2016, just in time for summer
season in Hong Kong and across Asia. Together with the timeframe in
page 51, Every Inch is hoping to achieve all the task and events
coordination within 2016 successful with a positive return on
investment by the year-end.
3. Product Background
Products Descriptions
Swimsuits Stylish one-piece swimwear, Cool wordings as pattern
Crop-top bikini Stripe crop-top designed two-piece bikini
Bandeau bikini Animal prints inspired two-piece bikini
Neoprene bikini Neoprene patterns two-piece bikini
Dresses Sweetheart neck shape and tunic dresses
Kimonos Japanese inspired kimonos as cover-up
Sarongs Indonesian inspired sarongs as cover-up

Cover-ups See-through floral prints as cover-up
Beach towels Pattern designs beach towels
4. Market Trends
According to In Style 2016 swimwear collection. These are the
following trends that are happening in 2016. These ideas can help
Every Inch to know what kind of style we will need to produce and
how to improve the production even better than the competitors.
Stripe patterns cropped-top swim High-waisted swim

Floral print with wrap swim Tube plain bright color swim
Crochet top cropped-top swim Diagonal pattern swim
5. Marketing Environment
Every Inch will be targeting into 20 different countries, 10 from Asia
and 10 globally. As shown below, the marketing environment plan are
in ascending order from the largest to the smallest percentage of the
population in these countries.

Country (Asia) Customer
Percentage
Country (Global) Customer
Percentage
Hong Kong 16% United States 6%
Philippines 8% United Kingdom 6%
Thailand 6% South Africa 5%
Singapore 5% Australia & New Zealand 5%
India 5% Hawaii 5%
Indonesia 5% Argentina 3%
Cambodia 5% Brazil 3%
Vietnam 5% Germany 2%
Korea 3% Mexico 2%
China 3% Spain 2%
CHAPTER 4: BUSINESS OWNERSHIP
F. Business Ownership
Michelle Chan has grown up learning different kind of values and
cultures. Her dream was to create a fashion brand that can cater to all
women who want to feel confident with what they wear. Michelle has
been in the fashion industry for 3 years. She has started as a Head Stylist
in a fashion retail store. Her experience has made her creative and is
capable of coming up with different ideas on how to push a business.
Michelle Chan is the CEO of Every Inch swimwear and she will be taking
over the position of Operational Director in the company.
G. Legal Status

Every Inch is a Limited company, in which the owner will be responsible
for handling all financial crisis by using the amount of capital the owner
have invested and through bank loan. Every Inch also welcomes any
future shareholders that are willing to invest.
H. Location of Registration and Global Trend Ability
Every Inch is an online shopping based in Hong Kong. For the future,
Every Inch hopes to expand throughout the Asia, as well as to Europe and
to the United States. The main office/ headquarter in Hong Kong will be
located in Kwun Tong, Kowloon. Kwun Tong has plenty of manufacturers
residing their offices there and the rental rate are affordable.
CHAPTER 5: STRATEGY
I. Marketing Strategy
Every Inch has 4 different kinds of marketing strategy. This will include
junk boat parties, collaboration with party events in Asia, blogs from the
website and the launch campaign of Every Inch.
Junk boat party:
Every Inch will organize 2 junk boat parties in May and August 2016. The
purpose of the junk party is to invite the media, bloggers, celebrities and
the consumers to gather together in one boat to promote the brand but
having fun at the same time in the party. There will be a swimsuit
competition to be held during the party. Whoever wore the best swimsuit
will have a chance to win a pair of Every Inch newest swim collection. For
more details on the junk boat event, see page 44 for more details on the
junk boat party.
Collaboration with party events in Asia:
Every Inch will be collaborating with party events in Asia such as,
Beatship in Hong Kong, Close-up Summer Forever in the Philippines and

It’s the Ship in Singapore. The purpose of collaborating with these events
is that it will help Every Inch to be recognized and we will have the
opportunity to welcome new consumer to try our product. For more
details on the collaborations with party events in Asia, see page 40 for
some physical evidence on how Every Inch is being promoted in these
party events.
Blogs from website:
Every Inch will be doing blogs in our website about plus size woman,
interviewing famous plus size celebrities, giving tips on what to wear
during summer. The blogs can enhance the creativity part of Every Inch.
The blogs will be uploaded at least twice a week.
Launch of Every Inch:
Every Inch will be launching in May 2016, which is the ending of
Fall/Winter season and the starting of Spring/Summer. It will be the
perfect time to launch Every Inch. Every Inch will be holding a junk boat
event in June 2016 as part of the marketing and advertising movement.
See page ___ for more details.
J. Marketing Segmentation
1. Female Ages 16-38 years old
Hong Kong Census and Statistics Department state 1,365,500
16%
84%
Ages 16-38 Female
Population in Hong Kong
Ages 16-38
Whole
Population of
Hong Kong

(16%) of female living in Hong Kong in 2015 are ages 16-38 years old.
The highest categories include high school & university students working
professionals.
2. Expats living in Hong Kong
There are 395,000 expats living in
Hong Kong (50% female). Expats are
more in to a bigger size compare to the
Hong Kong local females. These
customers have difficulties in finding
size for their clothing.
3. The American Born Chinese (ABC’s)
The American Born Chinese (ABC’s),
are Chinese decent migrant
overseas. This is a large
demographic returned to Hong Kong
for an East Meets west lifestyle
within a strong economy. Living the
all American dream is still core to
their aspirations
4. Plus-size ladies

Plus-sized in Hong Kong includes
sizes Large and above. It is very
challenging in Hong Kong to find
bigger sizes than a large size. Few
stores that offer bigger sizes for
the plus-size women. Every Inch
is a brand that will cater bigger
sizes as well as smaller sizes.
5. Celebrities and Media/ Bloggers
While she smallest segment
media and bloggers in Hong Kong
and Asia are very influential. As
online media continues to
overtake the print media this
segment will be a key group to
engaged.
6. Expats Moms
The expats moms are also one of
our major target markets in our
product line. We aim to make all
women in all ages to feel
confidence wearing a brand by
giving them the suitable product
for them to wear.
7. Bargain Hunters

The bargain hunters are the
people who only shops when it is
sale season. They desire to buy
things in a cheaper price and does
not mind waiting for the sale
session.

K. Market Targeting
Stakeholder Analysis
Innovators:
The Expats and the American born Chinese will be our main target customers.
Early Adaptors:
The Plus size women will be our early target customers.
Early Majority:
The Celebrities/ Bloggers/ Media will be our early major customers.
Late Majority:
The Expats mom will be our late major customer.
Laggards:
The Bargain hunters will be our laggard customers.

L. Market Positioning
High-end fashion brand & Sport brand:
Roxy and O’Neill belong to this market group.
High-end fashion brand & Stylish brand:
Every Inch, Ozzie Cozzie and Sabina Swims belong to this market group.
Fast fashion brand & Stylish brand:
H&M and Forever 21 belong to this market group.

CHAPTER 6: CREATIVE PLAN
M. Marketing Mix Proposal
1. Product
Product Description
Swimsuits One-piece, two-piece, tankinis, high-waist and
neoprene swimsuits with 100% UV protection
Dresses Summer dresses, Aztec inspired dress and floral
prints
Kimonos/
cover-ups/
Sarongs
Kimonos and cover-ups at the beach, Indonesian
style sarongs with traditional patterns made from
Indonesia and India
Beach towels Beach towels that can be use for sun-tanning,
relaxing at the beach
Swimsuits
78%
Dresses
9%
Kimonos
10%
Beach Towels
3%
Stock

Swimsuits
Every Inch will be using the letter XS-6X sizes to make it easier for people to
check sizes rather than using numeral that may confuse the buyers. Every Inch
will also provide a universal size chart, so the consumer can easily find their
sizes.
Every
Inch
sizing
UK US Europe Australia
& New
Zealand
Bust Waist Hips Torso
XS 6 4 34 8 35 27.5 37 60.5
S 8 6 36 10 36 28.5 38 62
M 10 8 38 12 37 29.5 39 63.5
L 12 10 40 14 38.5 31 40.5 65
XL 14 12 42 16 40 32.5 42 66.5
XXL 16 14 44 18 41.5 34 43.5 68
1X 18 16 46 20 43 35.5 45 69.5
2X 20 18 48 22 44.5 37 46.5 71
3X 22 20 50 24 46 38.5 48 72.5
4X 24 22 52 26 47.5 40 49.5 74
5X 26 24 54 28 49 41.5 51 75.5
6X 28 26 56 30 51.5 43 52.5 77
Fabrics: Lycra, Spandex, Ultra-violet Protection fabrics (UPF)
Design Patterns: Animal prints, Polka-dots, Neoprene, Plain colors, Cool words

Product line and description:
High-waisted swimsuits Neoprene bikini
Crop top bikini Bandeau bikini
One-piece swimsuit

Dresses
Sizing:
sizes.
Every
Inch
sizing
& New
Zealand
Bust
(INCHES)
Waist
(INCHES)
Hips
(INCHES)
XS 6 4 34 8 32 24.5 34
S 8 6 36 10 33.5 26.5 36
M 10 8 38 12 35 28.5 38
L 12 10 40 14 37 30.5 40
XL 14 12 42 16 39 32.5 42
XXL 16 14 44 18 41 34.5 44
1X 18 16 46 20 43 36.5 46
2X 20 18 48 22 45 38.5 48
3X 22 20 50 24 47 40.5 50
4X 24 22 52 26 49 42.5 52
5X 26 24 54 28 51 44.5 54
6X 28 26 56 30 53 46.5 56
Fabrics: Cotton, Linen (Light-weight), Silk
Design Patterns: Floral prints, Tribal prints, Cut-out, Plain colors

Product line:
Sweetheart shape dress Aztec-inspired dress
Kimonos/ Cover-ups
Sizing:
sizes.
Every
Inch
sizing
& New
Zealand
Bust
(INCH)
Waist
(INCH)
XS-S 6-8 4-6 34-36 8-10 33 25.5
M-L 10-12 8-10 38-40 12-14 36 29.5
XL-XXL 14-16 12-14 42-44 16-18 40 33.5
1X-2X 18-20 16-18 46-48 20-22 44 37.5
3X-4X 22-24 20-22 50-52 24-26 48 41.5
5X-6X 26-28 24-26 54-56 28-30 52 45.5
Fabrics: Sheer, See-through fabrics

Design Patterns:Floral prints, Plain colors, Tribal prints
Product line:
Kimonos
Sarong

Beach towels
Sizing:
Every Inch sizing Width Height
ONE SIZE 30 INCHES 90 INCHES
Fabrics: Cotton, Woven
Design Patterns: Prints, Cool words/ quotes prints, Every Inch logo prints
Production quantity
Item Description Quantity Seasons Total Quantity
(Yearly)
Swimsuits One-piece swimsuits 2,000 Biannually (2) 4,000
Two-piece bikinis 1,500 Biannually (2) 3,000
High-waited bikinis 2,000 Biannually (2) 4,000
Cropped-top bikinis 1,500 Biannually (2) 3,000
Bandeau bikinis 2,000 Biannually (2) 4,000
Dresses Summer dresses 500 Quarterly (4) 2,000
Kimonos Kimonos 400 Biannually (2) 800
See-through cover ups 400 Biannually (2) 800
Sarongs 400 Biannually (2) 800
Towels Beach towels 150 Quarterly (4) 600
Total: 23,000
See page 33 for the unit costing.

Packaging
The packaging for Every Inch will be store in a box. Every Inch chose not
to store our product in a plastic bag is because we want to keep the
product safe and store it in a good condition. Inside the package, Every
Inch will also include a certificate card of 100% UV protection for all
swimsuits, stickers of Every Inch brand logo, free posters from the look
book and a receipt of the transaction and a return slip for any return
items for exchange back to our warehouse.
Packaging (box):
Certificate card of 100% UV protection for all swimsuits:
The purpose of providing the consumers a certificate of authenticity is to
prove that Every Inch guaranteed that our swimsuits are 100% UV
protection. By carrying this card, it is also a proof that the swimwear was
made originally by Every Inch.

Stickers of Every Inch brand logo:
Return slip for return/exchange:
ORDER SUMMARY
Order date Wednesday, 26th August 2015
Reference number EIS000248
Customer name Diana Fung
QTY Code Description Reason
1 103-091-050-019 Feather beach towel
1 101-046-024-002 Aztec pink dress
1 100-003-012-002 Polka dots bikini set (yellow)
Reason code:
1 – Incorrect size
2 – Quality issue
3 – Item is not the same as shown in the picture
4 – Change of mind, will exchange with another item
5 – Item was delayed and has lost interest
6 – The item has been damage due to packaging issue
Return & Exchange policy:
1. All products must be shipped to us within 20 days along with this paper.
2. We strictly DO NOT accept refunds, only return and exchange.
3. All tags needs to be attached with the item.
4. All item should not been worn or used.
5. Return shipping fee is required to be paid by the buyer.
Please place this sticker for returning your goods to us. Please note that this is not a
pre-paid label.
Ship To: Every Inch Swimwear
Flat C, 10/F Lemmi Centre
50 Hoi Yuen Road
Kwun Tong
HONG KONG
Order number EIS000248
RETURNED GOODS

2. Price
Every Inch approaches a competitive price from HK$280 up to HK$580.
Product: Price range:
Swimsuits HK$380-HK$550
Dresses HK$320-HK$580
Kimonos HK$280-HK$480
Beach towels HK$180-HK$320
Unit cost: (in HK$)
Item Description Unit price Selling price Total price
Swimsuits One-piece swimsuits 170 280 450
Two-piece bikinis 190 290 480
High-waited bikinis 190 330 520
Cropped-top bikinis 190 330 520
Bandeau bikinis 180 300 480
Dresses Summer dresses 100 280 380
Kimonos Kimonos 140 180 320
Cover-ups 100 180 280
Sarongs 150 200 350
Towels Beach towels 60 160 220
Tag price (swimsuits): Tag price (dresses):

Tag price (kimonos/cover-ups): Tag price (beach towels):
Overall costing: (in HK$)
Item Description Quantity Price Total price
Swimsuits One-piece swimsuits 4000 320 1,280,000
Two-piece bikinis 3000 330 990,000
High-waited bikinis 4000 360 1,440,000
Cropped-top bikinis 3000 370 1,110,000
Bandeau bikinis 4000 360 1,440,000
Dresses Summer dresses 2000 280 760,000
Kimonos Kimonos 800 180 144,000
See-through cover ups 800 180 144,000
Sarongs 800 200 160,000
Towels Beach towels 600 160 96,000
Total 6,880,000

3. Place
Every Inch is an online shopping based in Hong Kong. Every Inch will
mainly ship to Asia such as, Hong Kong, China, The Philippines, Thailand,
Singapore, Indonesia, Malaysia, South Korea, Japan, Taiwan, Cambodia,
Vietnam, India and Macau. Every Inch will also ship to Europe, Australia,
New Zealand, South Africa and to the United States such as, the United
Kingdom, Spain, Germany, Italy, Sweden, California, Texas, South Africa,
Argentina, Chile, Brazil, France, Hawaii, Honduras, Puerto Rico and New
York.
The online shopping website is www.everyinch.squarespace.com
Every Inch will be based in Hong Kong. This is because Hong Kong has a
brand that people trust more than any other in Asia and getting a Hong
Kong corporation is cheap and easy compare to other countries such as,
the United States. For the future, Every Inch hopes to expand throughout
the Asia, as well as to Europe and to the United States.
The main office/ headquarter in Hong Kong will be located in Kwun Tong,
Kowloon. Kwun Tong has plenty of manufacturers residing their offices
there and the rental rate are affordable. Every Inch will be renting 2 units.
1 for production, packaging and the second one will be for office.
Lemmi Centre (Hong Kong)
Address: 50 Hoi Yuen Road, Kwun Tong
Floor area: 7, 204 square feet
Transportation nearby: MTR, Bus, Minibus and Taxi
Car parking facilities: car park covered and lorry
parking
Facilities nearby: Shopping malls, banks and hotels
Price: HK$ 7,500 per month

4. Promotion
Every Inch will offer customers a loyalty card when they have purchase
more than 10 bikinis and a 10% discount when they reach up to
HK$1,500 spending.
Before the launch of Every Inch, we will offer consumers a 10% discount
on their first purchase at any items, in return of sharing Every Inch to
their social media such as, Facebook and Instagram. The consumer can
have a second discount of 50% on the second item purchase if they have
invited or tag 5 people in Facebook and Instagram.
The promotion for Every Inch will include advertisement in newspapers,
online advertisement, blogs on website, Junk boat party promotional
event, sponsorship on party events in Asia, Look books and Social media
such as, Facebook, Instagram and a ‘YouTube’ channel.
Promotion type Details Cost
(HK$)
Newspapers
advertisement
Every Inch chose HK Magazine for the
newspaper advertisement. This is because HK
Magazine is free of charge and people can grab
it for free. HK Magazine is being distributed in
the coffee shops, bars, gym, bookstore and
many more. Every Inch will be doing
advertisement for 3 period of advertisement
monthly.
92,400
Sassy Hong Kong
advertisement
(Online)
Sassy Hong Kong is a Hong Kong based lifestyle
online girl’s hub guide that covers latest trends
in town. Sassy Hong Kong can help Every Inch
by promoting the brand. Sassy Hong Kong have
about 16,000 subscribers and 180,000 website
visitors per month.
20,000

Blogs on website Every Inch blogger will post blog every week
about any updates, new arrival swimwear,
discount offers and promotion from the brand.
13,000
per
month
Junk boat party
event
Every Inch will be hosting a junk boat party on
summer time around June and August. The
bloggers, media will be invited to the event to
cover the event by posting it to their blogs and
feature it into their magazines. The second junk
will be the consumer. A contest will also be
held for whoever wears the best swimsuit will
win a pair of Every Inch swimsuit. This event
will be open for public as well but on random
selection. The chosen candidate can bring 1
friend to attend the event.
Initial
budget
80,000
Collaborations in
party events in
Asia
Every Inch will collaborate and sponsor with
some party events in Hong Kong and Asia such
as, Beatship is an EDM boat party held in Hong
Kong, Close-Up Summer party is an EDM live
party held in The Philippines, and It’s The Ship
is an EDM boat party held in Singapore. Every
Inch will sponsor these events by giving out
giveaways of stickers and swimsuits for anyone
who have spend more than HK$10,000. There
will also be a booth to sell our products.
Initial
budget
90,000
Look books Every Inch look books can be distributed or be
read for free of charge in coffee shop, bar
lounge such as, Starbucks, Pacific Coffee, Holly
Brown, Pirata, Al’s Diner, and On Dining
Kitchen & Lounge.
Initial
budget
of
printing
15,000
Social media Every Inch will promote through social media
networking, such as, Facebook, and Instagram.
Salary of
Creative
Team

5. People
Every Inch has a total of 21 staffs. It is divided into 4 departments, the Creative
Team will work on the designs of the clothing, patterns, fabrics, production,
photoshoot and blogs, the logistic team will take care of all the orders, packaging
and delivery process, the Marketing and Public Relation Team are in charge of
planning a good advertisement and marketing planning, and lastly the Finance &
Human Resource Team are in control of the financial situation of the company,
making sales report, taking care of the staff, hiring people and handling customer
services.
See Appendix II, page 55, for more details on job titles, job description, number
of staff required and expected salary.
CEO/ Owner
Operational Director
Distribution Assistant
Driver/ Delivery Man
Driver/ Delivery Man
Accountant
Human Resource
Manager
Administrator
Creative Director
Head Designer
Junior Designer
Junior Designer
Junior Designer
Blogger
Photographer
Public Relation
Marketing & Adverting
Executive
Marketing &
Advertising Executive

6. Physical Evidence
A. Promotion -
HK Magazine
advertisement
B. Promotion -
Sassy Hong
Kong
advertisement
C. Promotion
(Junk boat
party event
poster)

D. Promotion
(Collaboration
with Beatship,
Hong Kong)
E. Promotion
(Collaboration
with Close-Up
Forever
Summer Party,
The
Philippines)

F. Promotion
(Collaboration
with It’s The
Ship,
Singapore)
G. Look Book
(Photoshoot)
See page 60, for more details on photoshoot planning, set-up,
timeline and behind the scenes

7. Process
Product Development:
Ideas and
Research
• The creative team need to gather all ideas of styles and the latest
trend. Research about different kind of sizes and make a size
chart for customers convenience.
Design/
Sketch
• The designers need to create designs and sketches of different
kind of elements. There will be a panel of which designs will be
chosen. Designs need to include detailing of the outfit, sewing
technique, pattern design and color palette.
Sample
Making
• The selected product designs will be use to start making samples
with different sizes. The designers will then create the samples
for testing. The samples need to show every detail properly in
order to know how the outfit will really look like.
Testing
• After all the sample making are done, a tetsing procedure will
take place. The PR team will invite diferent body types of women
to try on the samples and see how it will look like. The
photographers will take pictures during the testing procedure.
Develop
• After the testing procedure, the chosen outfits can began to be
develop. The development includes, more detailed designs,
patterns, color palette and sizing that the designers will work on.
Packing
• After the development, The distribution assistants can start to
pack all the outfits. Packing includes, labels on the outfits, tag
prices, wrappin up the outfit into the packaging box, ready to be
ship. The Marketing team are in charge of the packaging designs.
Product
Launch
• Finally, after succesfully conducted all the process of product
development, Every Inch will be ready to launch to press, media
and to consumers. The marketing and PR team then need to
work on the launching procedure.

N. Promotional Mix Proposal
1. Advertising
Social Media platforms:
Facebook is a well-known Social Media Networking site. The best way to
advertise Every Inch is through Facebook announcement. There are about
1.44 billion active users in Facebook. With the help of Facebook, people
will start to know about Every Inch.
Instagram is a Social Media Networking site that is known for posting and
sharing pictures and videos. There are about 300 million Instagram users
and more than 70 million pictures and videos are shared online daily.

2. Public Relation
Every Inch will be organizing 2 Junk boat parties during the summer
season on June and August 2016. The first junk party will be
exclusively for media, bloggers and celebrities only. Every Inch will
invite the media for them to cover our event and make a blog/ review
about our mission and brand identity to the public. The second junk
party will be for the consumers. It will be randomly selected through a
post on Facebook and Instagram. There will be a post to be made by
the creative team and the consumer can tagged their name and a
friend’s name in the comment box and Every Inch team will select the
winner randomly. There will be approximately around 30-40 people
who can join the junk boat party.
There will be a press release to be made by the PR on every event and
campaign that Every Inch is going to held. The promotional of these
events will also include posters and handling out of flyers in the busy
street of Hong Kong such as, Central/ Soho and Causeway Bay.
Here is a timeline for the first junk party to be held on 15th June 2016:
Project
Every Inch “Sizzling Summer Boat Extravaganza” (Media party)
Location
 Central Pier No. 9 (Meeting place)
 Clear Water Bay (Boat destination)
 Central Pier No. 9 (Drop-off)
Date & Time
 Sunday, 12th June 2015
 10:00am (Meeting time)
 17:30pm (Drop-off time)

Aims
 Every Inch wants to gather all the media, plus-size celebrities and
bloggers to come join us in our boat party to be held in June 15.
 Every Inch aims to promote the brand and to connect to the media
to gain their trust and loyalty
Project Team
Title Name Roles & Responsibilities
Operational
Director
Michelle Chan Assigning tasks to people and
following up with everything
Creative
Director
Diana Fung Finding sponsors and looking
after the creative team
PR Ritika Gajwani Press release announcement,
personally invite the media,
bloggers and celebrities
Blogger Doyel Dawson Make a blog about the junk
party
Graphic
Designer
Gerald Christophe Making poster for event and
invitation cards to media
Photographer Ryan Alfon Taking images for the posters
and the junk party
Head Designer Candice Baker Decide on which outfit to
feature and to giveaway
during the event
Junior Designer Sasha Yeung Assisting the head designer
Administrator Grace Chan Making lists, organizing,
making timelines and paper
works
Marketing
Executive
Kenny Cheung Promote the event through
social media
Accountant Shane Wong Budgeting and handling the
payments

Station timeline during the junk party event
Michelle Chan Welcoming and entertaining guests
Diana Fung Welcoming and entertaining guests
Ritika Gajwani Catching up with the media, bloggers and
celebrities that are invited
Doyel Dawson Highlighting the entire event and make a blog
Gerald Christophe In charge of visualizing the venue
Ryan Alfon Taking pictures of the event
Candice Baker Taking care of the swims and station in the booth
area
Sasha Yeung Assisting Candice
Grace Chan Checking guest list before boarding the boat
Kenny Cheung Welcoming and entertaining guests
Every Inch junk party promotional poster

3. Direct Marketing
Social Media: Facebook and Instagram:
Social media advertisement is probably the most convenient and
easiest way to promote a brand. The social media has become a bigger
picture into the people’s world. Every Inch can direct their market by
using these two major social media platforms.
Personalized emails:
Every Inch will be sending personalized emails to the media, bloggers,
celebrities and selected customers or members. A personalized emails
will be handed out when Every Inch is hosting an event such as, Junk
boat party invitational, party collaborations promotional and new
products available in online store. Personalized emails are free of
charge, fast and convenient.
Newsletter:
Newsletter will be sent out to the media, bloggers, celebrities and
subscribers through emails, also known as e-newsletters. Newsletters
are different from personalized emails, it is not an invitational
message. It is more on the news and what is new in the store.
Newsletter can be use to announce the latest Spring/ Summer 2016
collection by showcasing the lifestyle and catalog pictures of the latest
products.

4. Sales Promotions
20% discount for first 10 customers:
Every Inch will be offering a 20% discount for the first 10 customers
who have purchased products from the online store. There will be an
announcement on when this promotion will start through Every Inch
social media accounts, Facebook and Instagram as well as the brand
website.
The first 10 customers can enjoy a 20% discounts and when they feel
satisfied with the product, there is a possibility that they will purchase
more items from us. This will boost Every Inch business sales and
strategy.
10% discount for recommending a friend through social media:
Every Inch will be giving 10% discount for consumers who have
recommended a friend to our brand by asking their friends to share
our post in Facebook or Instagram. This will be pick in a random order
with a time slot given to the consumers on when to share our post
online.

5. Personal Sales
Networking at events:
The Public Relations team of Every Inch will be in charge of promotion
the brand by doing some personal sales. The PR agents are required to
attend invitational parties from the media, bloggers and celebrities,
open invites party events in Hong Kong and across Asia and to go
around different places with large crowd of people to promote Every
Inch and spread the word that the brand want the consumer to know.
The PR agents will also need to collect contact details from the people
they have spoke with to gain more connections and power.

O. Statement of Activities and Expected Results
Channel Audience
(monthly)
Cost
(HK$)
Conversion Average
spending
(HK$)
Return On
Investment
(HK$)
YouTube Video 300,000
views
20,000 2%
(6,000)
300 1,800,000
HK Magazine
Advertisement
236,000
readers
(708,000
readers for
3 months)
92,400 1%
(7,080)
300 2,124,000
Sassy Hong Kong
Advertisement
180,000
visitors
20,000 3%
(5,400)
300 1,620,000
Instagram 800
followers
45%
(360)
300 108,000
Junk boat party 80
participants
80,000 70%
(56)
400 -22,400
Party collab
(Beatship)
2,000
guests
30,000 20%
(400)
400 160,000
Party collab
(Close-up
Summer )
16,000
guests
30,000 15%
(2,400)
400 960,000
Party collab
(It’s the Ship)
3,800
guests
30,000 25%
(950)
400 380,000
Look Book
distribution in
bars and coffee
shops
1,000
copies
15,000 20%
(200)
400 80,000
Total 317,400 22,846 7,174,400

P. Implementation Schedule
Activity Jan/
Feb
Mar Apr May Jun Jul Aug Sep Person in-
charge
Planning marketing
strategy
 All team
Design in process  Designers
Test market  All team
Production  Designers
Photoshoot  Photographer,
Creative team
Create social media  Marketing
Executives
Packaging  Designers
Press release  PR
Distribution of look
book
 PR,
Administrator
Every Inch launching  All team
20% discount
recommend a friend
to share
 Marketing
Executive,
Blogger, PR
HK Magazine
Advertisement
   Marketing
Executive
Sassy Hong Kong    Blogger, PR
Junk boat party   All team
Party collabs
(Beatship)
   All team
Party collabs (Close-
up)
 All team
Party collabs (It’s
The Ship)
 All team
Prepping for end of
summer sale
 Distributors,
Marketing

Q. Budget and Return On Investment
Budget Plan Cost (HK$)
(1 year)
Budget Plan Cost (HK$)
(1 year)
Start-up Capital 10,000,000
Rental fee
(HK$15,000)
180,000 Vehicles (2)
(Toyota)
500,000
Internet bills
(HK$500)
6,000 Computers (8)
(iMac HK$8,388)
100,565
Electricity bills
(HK$6,000)
72,000 Telephones (5)
(Philips HK$319)
1,595
Telephone bills
(HK$1,000)
12,000 Printers (2)
(HP)
15,376
Salaries
(HK$288,000)
3,456,000 Fax machines (2)
(Brother HK$888)
1,776
Advertising 327,400 Sewing applications 1,000,000
Website developer
(Squarespace HK$250)
3,000 Fabrics, sewing
materials, packaging
600,000
Business license 2,000 Furniture 500,000
Trademark logo design 1,500 Office supplies 40,000
Water bills
(HK$600)
7,200 Photoshoot 20,000
Renovations/
improvements
20,000
Gas expenses
(HK$5,000)
60,000
Insurance
Product liability 20,000
Workers compensation 20,000
Business assets 20,000
Total: 6,952,860

Return On Investment (ROI)
Year 1
(2016)
HK$
Year 2
(2017)
HK$
Year 3
(2018)
HK$
Cumulative
Total
HK$
Total Costs 6,952,860 4,930,400 4,930,400 16,813,660
Total Benefits 7,174,400 7,200,000 7,200,000 21,574,400
Net Benefits 221,540 2,269,600 2,269,600 4,760,740
 For the year the total cost for Every Inch business campaign will cost
more in 2016 (HK$6,952,860) compare to the next 2 years in 2017 and
2018.
 The total benefits from all the sales coming from the advertisements and
marketing strategy will be HK$7,174,400.
 For 3 years (2016-2018) the total costs is HK$16,813,660 and the total
net benefit will be HK$21,574,400.
 Overall in 3 years, Every Inch will gain a profit of HK$4,760,740.
R. Control and Evaluation
According to the marketing/ financial plan, Every Inch will make profit in
return and will continue the business in the future but the whole team
will still need to adjust and make measurement regarding the cost. The
adjustment will be done in a monthly basis.
Task: Duration
Review last month sales, expenses, loss and gains 1st week
Make projection by advertisement, giving promotions 2nd week
Monitor the first 2 weeks sales 3rd week
Report any loss and take action on how to gain it back 4th week

Appendix I:
Details on People on page 38,
1. Creative / Operational Director
Job Description/ Duties: Directors are in charge of managing people,
making sure that everyone is on the right
track, handling business crisis and customer
complaints. Great understand on customer
service is a must. Creative director is in
charge of the creative team and the
operational director is in charge of the
operation of the business
Qualifications: Degree level in Management, Fluent in
English, Cantonese and Mandarin is
preferred. At least 2 years experience in
management.
Salary: HK$25,000
Number of staff needed: 2
2. Creative Team
A. Head Fashion Designer
Job Description/ Duties: Head Fashion Designer is in charge of the
designs for the brand collection on
swimwear, dresses. A good knowledge in
designing, sewing and fashion cycles is a
must. Required to work under pressure.
Qualifications: Degree level in Fashion Design. Fluent in
preferred. At least 2 years experience as a
fashion designer in a fashion swimwear
brand.
Salary: HK$ 17,000

B. Junior Fashion Designer
Job Description/ Duties: Junior Fashion Designers are in charge of
working on the design sketches, fabric
hunting, researching on the latest swimwear
trend. Fresh graduates will be considered
based on their portfolio.
Qualifications: Degree level in Fashion Design, Fluent in
preferred.
Salary: HK$ 13,000
C. Graphic Designers
Job Description/ Duties: Graphic Designers are in charge of creating
brand logos, visual presentation and a good
knowledge on Adobe Photoshop is a must.
Responsible for editing pictures and website
layout.
Qualifications: Advanced Diploma/ Associate Degree in
Visual Design. Fluent in English and
Cantonese. Have at least 1 year experience in
visual field.
Salary: HK$ 12,000
D. Blogger
Job Description/ Duties: Blogger is in charge of creating blog in the
website. Need to go around place to interview
people, making surveys and understanding
the consumer lifestyle.
Qualifications: Degree in Journalism. Fluent in both spoken
and written in English. Have at least 1 year
experience in journalist field.
Salary: HK$ 13,000

E. Photographers
Job Description/ Duties: Good knowledge in Photography and
Videography. Handling photo-shoots, video-
shoots and taking pictures of the products.
Qualifications: Advanced Diploma/ Associate Degree in
Photography/ Videography. Fluent in English,
Cantonese and Mandarin is preferred. Have at
least 1 year experience in photography field.
Salary: HK$ 13,000
3. Logistic Team
A. Distribution Assistants
Job Description/ Duties: In charge of handling orders, distributing and
packaging orders. Good knowledge of using
computer software.
Qualifications: Fluent in English, Cantonese and
Mandarin is preferred. At least 1 year
experience of any working field.
Salary: HK$ 10,000
B. Drivers/ Delivery Man
Job Description/ Duties: Good knowledge of directions in Hong Kong
for delivery.
Qualifications: Fluent in English, Cantonese and Mandarin is
preferred. Must have a driving license.
Salary: HK$ 10,000

4. Marketing & Public Relation Team
A. Marketing and Advertising Executives
Job Description/ Duties: In charge of planning strategies and
advertising and ensuring that it will work out
very well. Required to work under pressure.
Qualifications: Degree level in Marketing or Advertising.
Fluent in English, Cantonese and Mandarin is
preferred. At least 2 years experience in
marketing or advertising field.
Salary: HK$ 14,000
B. Public Relation
Job Description/ Duties: Public Relation is in charge of promoting the
brand through social media platforms and
going places to promote the brand. Good
interpersonal skill is required.
Qualifications: Degree level in Public Relation. Fluent in
preferred.
Salary: HK$ 14,000
5. Finance & Human Resource Team
A. Accountant
Job Description/ Duties: Accountant is in charge of making financial
reports, sales reports, break-even analysis.
Good knowledge in mathematics, calculations
is a must. Required to do daily sales reports.
Qualifications: Degree level in Accounting or Finance. Fluent
in English is required. Have at least 2 years
experience as accountant.
Salary: HK$15,000

B. Human Resource Manager
Job Description/ Duties: Human Resource Manager is in charge of
taking interviews and selecting the right
candidates.
Qualifications: Degree level in Human Resource. Fluent in
preferred. Have at least 2 years experience in
human resource field.
Salary: HK$ 16,000
C. Administrators
Job Description/ Duties: Administrators are in charge of handling
phone calls, receiving mails, replying to e-
mails and provide a great customer service.
Good knowledge in computer software,
Microsoft word, excel and outlook.
Qualifications: Advanced Diploma/ Associate Degree holder.
Fluent in English, Cantonese and Mandarin is
preferred. Have at least 1 year experience of
any working field.
Salary: HK$ 11,000

Details on Photoshoot from page 41.
The Crew
Creative Director: Michelle Chan
Models: Doyel Dawson, Diva, Andria
Photographer: Without Equal
Videographer: Without Equal
Make-up artist: Krishna Kanaiya
Stylist: Annie Law and Alisha Rai
1
The Models
Doyel, Diva, Andria
2
The Make-up
• Nude colors (natural look)
• Lipstick is a must!
3
The Lifestyle Photoshoot
• 9 shot of lifestyle shoot (beach
area)
• Models needs to look sexy and
confident
• Models may need to go into the
water, hair might get wet
• Needs to catch the sun for better
scenery
4
Lifestyle shot 1 (Sexy back)
This shoot is the probably the most sexy
one as the swimsuit is a backless. It will
need to show the back details of the
swimsuit while the model need to look
sexy. 5
Lifestyle shot 1 (model, outfit)
6

Lifestyle shot 2 (Sunshine)
The shoot will be mainly in the sand,
while having the model sit down on it and
pose while showing the swimsuit at the
same time. Catching a wave in the
photograph would be great if lucky.
7
8
Lifestyle shot 3 (Rock shot)
This shoot concept is going to be in the
rock area. Catching some wave would be
nice if possible 9
10
Lifestyle shot 4 (Rock shot)
This shot will be shooting on the rocks
area. The model need to be bare feet and
she need to look relax. 11
12

Lifestyle shot 5 (Skinny vs Curvy shot)
This shot is a duo between skinny and
curvy girls. The shot need to look like
both body types are cool and can be a role
model or inspiration.
13
14
Lifestyle shot 6 (Plus is sexy shot)
The model need to look relaxed and stand
by the edge of the water. The shot need to
look dope
15
16
Lifestyle shot 7 (Water Shot)
The shoot needs to be on the water, a
little dip on the water is also fine. Need to
find the clearest water if possible.
17
18

Lifestyle shot 8 (Tree/ rock dress shot)
This is the second dress shoot. It will be in
a tree area. The model will sat down with
the beach towel by focusing on the dress
and at the same time the model need to
look sexy as the dress is quite sexy.
19
20
Lifestyle shot 9 (Walk the beach shot)
The shoot is focusing on the dress and as
well the face of the model. This shoot
needs to look relaxed, happy and almost
like a vacation scenery. The model will
them walk in the sand with bare feet
while holding a pair of sandals
21
22

References:
Facebook passes 1.44B monthly active users and 1.25B mobile users; 65% are
now daily users.
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http://venturebeat.com/2015/04/22/facebook-passes-1-44b-monthly-
active-users-1-25b-mobile-users-and-936-million-daily-users/
Its The Ship.
(n.d.). Retrieved September 6, 2015, from http://www.itstheship.com
Keep Your Cool! The 8 Best Summer Fabrics | Babble.
(2013, May 22). Retrieved September 6, 2015, from
http://www.babble.com/latina/keep-your-cool-best-summer-fabrics/
Population Estimates - Publications | Census and Statistics Department.
http://www.censtatd.gov.hk/hkstat/sub/sp150.jsp?tableID=002&ID=0&
productType=8
Retailers are missing out on a $9 billion opportunity - Business Insider.
(2015, July 20). Retrieved September 6, 2015, from
http://www.businessinsider.my/retailers-arent-selling-to-plus-size-
women-2015-7/#6ZvEoKbyGDJmREcC.97
Rising Number of Expatriates in Hong Kong Triggers Demand for Expat Health
Insurance.
http://www.pacificprime.hk/news/rising-number-of-expatriates-
demands-expat-health-insurance/
The Hottest Swimsuit Styles From Resort 2016 Swim Week.
http://www.instyle.com/fashion/swimsuit-styles-resort-2016-miami-
swim-week
The ultimate guide to shopping in Hong Kong - Lonely Planet.
(2015, April 2). Retrieved September 9, 2015, from
http://www.lonelyplanet.com/china/travel-tips-and-articles/58854

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