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PLACEMENT-------------------------------------------------------------------------------------------P
As H&M and its main sustainable line competitor Zara, currently place their Sustainable line products with their normal products, the same will be conducted for swimwear. The swimwear will be placed where swimwear is normally placed, which is normally in the lingerie and accessory section (when in high demand). The chart on the next page displays H&M’s store clusters, Own and Shopping mall stores as well as Airport Stores. As Airport stores have smaller sqf spaces (Lane,2018), less product will be distributed to those stores. In stores, the new collection will be placed at eye level and should not be hidden behind other swimwear garments. As found from store observations, each product item had around 15 garments displayed, of various sizes, and has the extra sizes in their back stock.
100 H&M Passeig de Gracia, Barcelona store (February 2019)- Women’s Lingerie section. Spring/Summer seasons have more racks dedicated to swimwear (also in Accessory area). Around 15 SKU’s are displayed for each item.
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The above chart and the above right chart are determined from how many Conscious swimwear SKU’s will be sent to each cluster (based on the charts above on p.101). For instance, a sum of 5,700 sku’s will be sent to all 20 Airport stores, while 285 SKU’s will be sent on average to each Airport store worldwide. The chart below is for Conscious Exclusive.
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104 These charts are based on the numbers formulated from charts on page 101 and 102. On page 105, the distribution of certain colors and product type are shown. April-September, will display brighter trendier colors in stores while September-March will have darker and more season adaptable colors.
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106 These charts on the bottom calculate the amount of SKU’s delivered for re-stock, from the launch month of April to March. However, daily sales analysis should further decide the amount of re-stock needed. As Conscious Exclusive has less SKU’s and are of only 3 items, more SKU’s will be sent in the beggining months, with an addition in December as globally that it can be a summer season.
Shown above and below are the items and colors allocated during the first and last half of the year. Brighter S/S colors will be allocated in-stores from April-September, while less SKU’s and darker F/W colors will be distributed from September-March. These charts numbers correlate to the charts on page 106. The Conscious Exclusive Collection, as shown on page 106, will only be distributed from April-September and a small re-stock in December.
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