Venture Capital and Entrepreneurship - Essay Example

The company is not only selling clothes, it is marketing its products as lifestyle - the lifestyle that the rich deserves and the not so rich to aspire for. The company is the exclusive owner of the brand. The company aims to achieve a 1% share of the market it its first year, then 3% in its second year, and 5% in its third year. Its market is the whole American population but its target markets are upwardly mobile men and women aged 20 to 50 with income of more than $50,000 annually. The Cashmere Collection, Monaco is 100% owned by its parent company, The Zelective Group, and is looking for a venture capitalist to finance the company's operations in Hong Kong by investing $25 million.

The online apparel retail industry is growing tremendously. Introducing The Cashmere Collection, Monaco into the Hong Kong through online selling will create huge value for its parent company. The Cashmere Collection is owned by the Zelective Group which is headquartered in Monaco - one of the world's remaining monarchies. According to the group's website, the location of the head office is very strategic as it is very close to some cities which are leading and pioneering in the world of fashion: Milan , Florence , Rome , Paris and London.

Currently, Zel Currently, Zelective's business model is wholeselling clothes made from cashmere. Its mission as a wholesale is "to deliver high-end textile products at affordable prices." It sells ready-to-wear and made-to-order cashmere collections. The company's products are made from 100% cashmere which are sourced from the highlands of Inner Mongolia believed to be the origin of the best cashmere fiber in the world (Please see Figure 1 for some of the Cashmere Collections). It has 31 or so collections so far.

Cashmere is a type of wool fiber harvested from Cashmere goats. The fiber is characterized to be very soft, with high napability and loft. Cashmere is noted to provide natural light-weight insulation without the bulk. Cashmere is often named drop by celebrities and celebrity stylists as one of their favorite fabrics (InStyle 2009, p. 156).Figure 1 The Cashmere Collection The products of the company are positioned not only as clothing items but fashion items. In Maslow's hierarchy of needs, the Cashmere Collection fulfills a person's safety needs - safety from cold, heat and the weather by providing insulation; and self-esteem needs by providing