Veronica Maccan: S00801544 Fashion Product, Buying and Merchandising Tutors: S.Liberman, A. Niccolai Assessment 2: Range Proposal 8th of December 2016 1
TABLE OF CONTENT: Pag.3: Introduction Pag.20: Garment 4 Pag.4: Plan A and ETI Pag.21: Price Architecture Pag.5: PPM Pag.22: Trend Inspiration Pag.6: SWOT Pag.23: Outfits Pag.7: Emma Watson Pag.24-25: Supplier Strategy Pag.8: Mood Board Pag.26: Target Customer 1 Pag.9: Colour Board Pag.27: Target Customer 2 Pag.10: Fabric Sheet Pag.28: In store display Pag.11: Garment 1 Pag.29: Conclusion Pag.12: Price Architecture Pag.30: Bibliography Pag.13: Trend Inspiration Pag.14: Garment 2 Pag.15: Price Architecture Pag.16: Trend Inspiration Pag.17: Garment 3 Pag.18: Price Architecture Pag.19: Trend Inspiration 2
INTRODUCTION: In this report I will assume the role of a junior buyer/merchandiser working for M&S and I will create a small capsule collection with a new inspirational celebrity, Emma Watson that will collaborate with M&S for a new clothing range. The strategy used is to increase the percentage of ethically sourced product to highlight the commitment that M&S have made with ETI (Ethical Trading Initiative). Furthermore I will use a supplier chain based in the UK to shorten the delivery time as the collection must be on sale within 8 weeks. 3
PLAN A and ETI: Plan A an ethical and environmental campaign that focuses mainly on: reduction of waste working with fair-trade company, using sustainable and recyclable materials, products that you can give back to the environment (renewable) donating money to charity organisations reducing carbon footprints released in the atmosphere (their aim is to become carbon neutral) M&S ultimate goal is “becoming the world’s most sustainable major retailer“. ETI (Ethical Trading Initiative) a coalition of companies, trade unions and non governmental organisations created in defence of the respect for workers' rights all around the world. ETI’s aim is to create a world in which workers are not exploited or discriminated, and have the possibility to work with security and equity.
PPM HIGH PRICE LOW HIGH FASHION FASHION LOW PRICE 5
SWOT OF M&S: WEAKNESSES: STRENGHTS: lack of trendy and fashionable clothing large product range targeting mostly “older” customers strategic location of the stores overpriced garments you can find similar huge quantity of stores and outlets garments more fashionable and for cheaper quality of the materials prices in other stores strong brand value and British heritage customers trust well structured website sells globally collaborations advertising THREATS: OPPORTUNITIES: strong competition, local and global target younger audience competitors cheaper prices, better increase fashionable clothing online communication, more up to date and expansion in other European countries fashionable, targeting both young and old customer 6
EMMA WATSON: Emma Watson: 25 years old British actress born in Paris. huge career in the world of cinema, modelling and activism perfect target customer for the collection 2009 collaboration with “People Tree” collaboration with the high street Italian brand Alberta Ferretti collaboration with net-a-porter and Livia Firth regarding the collection with People Tree Emma stated: “I think young people like me are becoming increasingly aware of the humanitarian issues surrounding fast fashion and want to make good choices but there aren't many options out there." won the British Fashion Award in 2014 as best British style she has all the right competences and experience to create a successful ethical and sustainable collection for M&S. she will be the model for advertising the collection because of her high influence. 7
MOODBOARD: 8
COLOUR PALET: 9
FABRICS BOARD: Wool Cotton Velour 10
GARMENT 1: Antique white jumpsuit that comes with Description tailored fitted waist and wide leg silhouette for a trendy finish. Color Antique White Fabrics 80% cotton, 20% Polyester Machine Wash Wash Price strategy: selling price £83 selling price - vat £69,2 cost price £20 profit margin 71% opening stock 160 11
PRICE ARCHITECTURE: 12
TREND INSPIRATIONS: 13
GARMENT 2: Structured black cape with collarless Description design and embroidered with buttons fastening on shoulder. Color Black Fabrics 85% cotton, 15%polyester Wash Dry cleaning Price strategy: selling price £110 selling price - vat £91,7 cost price £23 profit margin 75% opening stock 240 14
PRICE ARCHITECTURE: 15
TREND INSPIRATIONS: 16
GARMENT 3: Knit jumper, cut with a button trim to the Description shoulder, boxy silhouette teamed with complementary clean lines. Color Antique White Fabrics 85% wool,14% acrylic,1% elastene, Machine wash Wash Price strategy: selling price £60 selling price - vat £50 cost price £11 profit margin 78% opening stock 240 17
PRICE ARCHITECTURE: 18
TREND INSPIRATIONS: 19
GARMENT 4: Velour red skirt with handy side pockets, Description concealed zip fastening at the back. Mid- lengthed with a series of wide box pleats. Color Persian red Fabrics 96% cotton velour, 4% Elastane Wash Dry cleaning Price strategy: selling price £195 selling price - vat £162,5 cost price £46 profit margin 72% opening stock 160 20
PRICE ARCHITECTURE: 21
TREND INSPIRATIONS: 22
OUTFITS: The four garments of the collection can be easily styled together to create fashionable and stylish outfits. 23
SUPPLIER STRATEGY: Bysshe Partnership: UK based uses natural and organic fibres provides: designer, highly qualified craft makers and ensure the best quality with very low environmental cost. The factory is the perfect supplier for this capsule collection not just because it is based in the UK and it is sustainable, but also because they have a short production and delivery time (up from 4 to 8 weeks). 24
SUPPLIER STRATEGY: Pricing information £15-30/m Classic, heavyweight and lightweight woven hemp and organic cotton. • Samples • Product and services Sampling lengths can be bought at retail price • Sample swatches are available free upon request. • designers and craft makers • Minimum order criteria 100 – 400m/ depending on colour for bespoke orders. Product lead times 4-8 weeks Shipping Ships globally The factory ethical certification: “GOTS certified The Global Organic Textile Standard (GOTS) was developed by leading standard organizations with the aim to unify the various existing standards in the field of eco textile processing and to define world-wide recognised requirements that ensure organic status of textiles, from harvesting of the raw materials, through environmentally responsible manufacturing up to labelling in order to provide a credible assurance to the end consumer. http://www.global-standard.org” 25
Age: 25-35 I TARGET CUSTOMER: Social grade: middle class C1/B Job: second-tier lawyer Income: £3.300 monthly Education: University degree Geographical Location: London Purchasing motives: casual wear, work wear, party wear. Shops at: Debenhams, Zara, Cos, Maje, Top Shop and occasionally ASOS. 26
II TARGET CUSTOMER: Age: 35-45 Social grade: middle class B Job: banker Income: £4.500 monthly Education: Master degree Geographical Location: London Purchasing motives: casual wear, work wear Shops at: M&S, Debenhams, Zara, Cos, Next, Ralph Luren. 27
IN STORE DISPLAY: 28
CONCLUSION: Emma Watson is clearly perfect for this collaboration as: she has all the right competences and experience to create a successful collection for M&S she will promote and model for advertising the collection. The four garments the jumpsuit, the cape, the jumper and the skirt are: fashionable can be easily styled together mainly made with sustainable fabrics produced by a UK based factory that is provided with an ethical certification. target the current M&S customers will target younger customers as well (weakness of M&S not to target a younger audience) In conclusion I would affirm that this collaboration has all the right bases to make a high profit and to enlarge the fame of M&S between a wider variety of customers. Additionally it respects the aim of the project to increase the percentage of ethically sourced products to highlight the commitment between M&S and ETI as the collection is highly sustainable. 29
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