The runway, edited. Sizes ten to twenty.
Private Label Brand Extension
Table of Contents Introduction of Project Project Focus Introduction of Brand Target Customer’s Market Research Brand Research
Product Development Colors and Fabrics Collection Lineup Unit Assortment Plan Costing Sheets
Marketing Strategy
Photoshoot Inspiration Campaign Images Social Media Research Social Media Plan Social Media Deliverables Email Blast Website Pages Launch Party
4-5 6-7 8-9 10-11 12-13 14-15 16-17 18-19 20-21 22-23 24-27 28-29 30-31 32-35 36-37 38-39 40-41
Concept
This project is focused on the creation and marketing of a private label brand extension for 11 HonorĂŠ. It will be a size inclusive line with sizes 10-28 and be at an entry-level luxury price point. The launch of this line will allow a new customer segment access to the brand. It will analyze the potential success of offering options larger than a size 20. With that new data, they could approach designers they carry and suggest offering a wider size range. This is feasible since 11 HonorĂŠ already has the resources and experienced patternmakers necessary for designing a line.
Project Focus
Product Development Begin with analyzing the market, creating the collection lineup, and sourcing fabrics. This also includes the financial information such as making costing sheets, calculating desired profit margins and unit assortment plan. Marketing Strategy This will consist of creating a marketing campaign and a social media strategy. The marketing campaign photoshoot will focus on showcasing a diverse range of models to represent the typically marginalized market segment.
Introduction of Brand Mission Statement “11 Honoré is a size-inclusive shopping site that for the first time ever, gives more women the option to experience the best designer clothing and celebrate and honor their bodies, beauty and style.” In September 2017, the online brand launched as the first retailer to offer a selection of luxury and designer ready-to-wear for sizes 10-20+. They partner with designers by offering resources needed to extend their size range. The fit technology, graders and fit models provided by 11 Honoré assist the designers’ patternmakers who may have never designed for a plus-size body.
Product Selection
They currently offer 70 brands online with 8 new designers being added in Spring 2019. A few of the brands offered consist of Zac Posen, Marc Jacobs, Prabal Gurung, Christian Siriano, and Jason Wu. A wide range of product categories are offered from swimwear and activewear to luxury blouses and evening gowns. Prices average between $75 to $4,200.
Current Target Customer
Olivia Rae Age: 32 Location: Los Angeles, CA Occupation: Publicist Annual Income: $125,000 VALS: Achiever (Primary), Experiencer (Secondary) Personality Traits: Assertive, Energetic, Optimistic
New Target Customer
Natasha Brown Age: 23 Location: Philadelphia, PA Occupation: Culinary Author Annual Income: $70,000 VALS: Believer (Primary), Innovator (Secondary) Personality Traits: Hardworking, Aspirational, Confident
Research Brand Financials • March 2018, 11 Honoré received $11.4M in funding • Owner has stated on Instagram that the highest selling size is a 20. Market Financials • Plus-size apparel sales grew 17%, to $21.4 billion, between 2013 and 2016
Percentage Of Consumers That Prefer To Buy Store Labels
Plunkett Research, a market-research firm, found that 67% of American women are plus-size, meaning size 14 or larger. Yet, in 2017 the plus-size market only made up 18% of apparel sales. 1 out of every 1,000 luxury brands offer plus-size Modcloth and Paradigm Sample conducted a survey on the troubles that plus-size shoppers face. • 67% feel that there are not enough options available in their size • 92% agreed with the statement “I get upset when I can’t find cute clothes in my size.” • 62% of the women sampled describe plus-size offerings as “frumpy and boring” • 88% of plus- size women would buy more clothes if trendier options were more available
Research Department stores are one of the largest suppliers of plus-size clothing, but the offering is still substantially smaller than straight-sizes. The amount of products actually offered in-store are even smaller than the product selection online. This makes plus-size shoppers feel unwelcomed by the brand.
Share Of Dresses Available In Plus-Sizes On Department Store Websites 15.20%
15.60%
8.50%
NO RDSTRO M
K O HL' S
MAC Y' S
Competitors
Sizes: 00 -16 Prices: $75 - $7,000 Designers: Brock Collection, Oscar de la Renta, Gucci, and Stella McCartney
Sizes: 0 -14 Prices: $20 - $2,000 Designers: Adam Lippes, Diane von Furstenberg, Canada Goose, and Coach 1941
Sizes: 00 -28 Prices: $18 - $6,000 Designers: Eilen Fischer, Adrianna Papel, Rachel Roy, and Ming Wang
Colors and Fabrics 11 Honoré is highly known for their evening dresses, statement pieces and occasion wear. While they do have many staple items, they’re lacking in elevated workwear pieces. For this capsule collection, I wanted to focus on products that can be worn to work or dressed up for a night on the town. Although these items are not limited to High quality trendy workwear items are currently lacking within the plus-size industry. Many believe this is due to the stigma that plus-size women are not looking to invest in items because they’re constantly waiting to get the “perfect” body.
Black Stretch Crepe 70% Polyester, 30% Cotton Cost: $7.99
Black Silk Organza 100% silk Cost: $4.99
Olive Cotton Twill 100% Organic Cotton Cost: $7.49
Rust Cotton Corduroy 100% Combed Cotton Cost: $7.99
White Stretch Cotton 97% Cotton, 3% Lycra Cost: $6.99
Black Stretch Cotton 97% Cotton, 3% Lycra Cost: $6.99
Tan Faux Leather 100% Polyester Cost: $12.49
Striped Velvet 83% Acrylic, 17% Polyester Cost: $14.99
Collection Lineup
Ruffled Shirtdress Cost: $91.99 Retail: $315
Pleated Sheath Dress Cost: $94.50 Retail: $325
Double Breasted Cape Top Cost: $72 Retail: $240
Cold Shoulder Wrap Top Cost: $75 Retail: $250
Button Front Trousers Cost: $81 Retail: $270
Highwaisted Peg Pant Cost: $84 Retail: $280
Paperwiast Button Skirt Cost: $82.50 Retail: $275
Pleated Asymmetrical Skirt Cost: $78 Retail: $260
Unit Assortment Plan
The styles chosen will compliment the plus-size bodies, but still contain fashion forward elements. The highwaisted pants and skirts will compliment a curvier silhouette by cinching in the waist and flowing down full hips. The dresses and blouses nip in at the waist to give the illusion of an hourglass shape. But ruffle detailing on the dresses give an elevated twist. These details are meant to accentuate the body, instead of hiding it which is typical in the plus-size fashion industry.
Costing Sheets
Photoshoot Inspiration
11 Honoré’s current marketing images can feel unattainable for many potential customers. The brand’s main focus is inclusivity within the luxury market, but continues to lack inclusion of a younger demographic. This collection is being introduced to attract young Millennials and Gen Z. For this marketing campaign, the images are showcasing youthful women enjoying their city life. The juxtaposition of a street style setting and luxury clothes embody the lifestyle many young Millennials and Gen Z’s lead. A wide variety of models are used to attract the diverse size range this collection is created for. This purposeful direction is designed to showcase the brand’s playful yet sophisticated personality.
Campaign Images
Social Media Research • Only 2% of the media features plus-sized bodies • • Millennials spend an average of 17.6 hours on social media a week • • About 46% of millinneals shop with their favorite retailer because of brand loyalty
Most Popular Media Channels For Learning About New Products
Benefits Of Using Social Media For Marketing Purposes
Social Media Plan Since this new line is being targeted at Gen Z and young Millennials, social media platforms will be the main focus for marketing. According to research Facebook and Instagram are the biggest shopping platforms for this target market. The same content will be cross-promoted on these social media venues to promote a unified front. Since Twitter, Snapchat, and Pinterest have a lower usage rate, content will be posted that directs them to the main content on Facebook and Instagram. Partnerships will be formed with fashion youtubers to promote the new line. They will be required to post videos the week of the launch to create excitement. Authentically engaging with the customers is vital to grow brand loyalty. The body positive community seeks out accounts that post inspirational or thought provoking content. By posting captivating instagram story content daily, 11 HonorĂŠ will create a relationship with their customers. For the 4 weeks leading up to the launch, sneak peeks of the process will be posted. Influencers will do takeovers featuring the new product line. Motivational content will fill the other days to continue engagement rate. For the week after launch, a giveaway will be announced and more content promoting the line will be posted.
Social Media Deliverables Announcement Post Will be posted 4 weeks prior to launch
Launch Post Posted on day of official launch
Teaser Posts Posted during the duration between announcement and launch. Designed to create excitement.
Social Media Deliverables
Announcement Post Just like Instagram, will be posted 4 weeks prior to launch
Launch Post Just like Instagram, will be posted on day of official launch
Product Posts Will be posted after launch to showcase all products in one central post.
Email Blast
Website Pages
Landing Page Focusing on a powerful image featuring all 3 models will allure the customer to click the “shop the collection� tab to learn more.
Product Page The simple product page will feature a detailed description, the garment pictured on different sizes and the model’s size listed. This will help customers envision the product on themselves.
Launch Party Location: The Curated, 5 W 54th St, NYC Time: Friday, August 28 from 6-9 pm Budget: $6,000 Refreshments: Hors d’oeuvres, bar, signature launch cocktail Entertainment: DJ, product giveaway, stylists on hand to assist shoppers with try-ons, speech by Patrick (owner), and short panel on body positivity with 4 influencers.
Special Thanks To: Photographer: Benjamin Pete MUA/Hair: Becca Hopper Models: Nikki G Alexus Rackley Damicia Shane Wardrobe: Second Sight