Fashion Merchandising Project: Swimwear

Fashion Merchandising Project

By Alexandra Gonzalez Baldwin BA Fashion marketing & Communication level 4, 2016-2017 Marketing techniques & Strategy fashion merchandising Prof: laurent laigat 1

table of contents:

1. global swimwear trends 2017

P3

2. oysho

P 5-22

3. women’s secret

P 23-28

4. comparison

P 39-43

5. my collection

P 44-47

6. multi brand buyers selection

P 48

2

global Swimwear Trends 2017

bridal white

Sheer cutouts

High cut

Strappy Bottoms

one shoulder

Wrap tops

nude

Side Lacing

Crop tops

Tassles 3

http://www.cosmopolitan.com/style-beauty/fashion/news/g5924/bathing-suit-trends/

comparison of two mid priced swim brands s/s’17 collection:

& 4

•

Oysho is a Spanish clothing retailer specializing in women’s lingerie, gymwear , sleepwear , beachwear, accessories and footwear

•

mid priced

•

part of the index group and was founded in 2001

•

present in 60 markets and has 636 stores worldwide.

•

target: women 20-35

•

“Oysho's customers are independent, self-confident women who appreciate quality and love dressing in the latest fashion trends (inditex)”

5

6

Oysho: Total References & Total color references

Tops

Bottoms

Swimsuits

References vs. Color References 300

225

150

Total References:194 32 95

75

67 0

References

Total color References:234 33 122

79 Color References

7

Collection Plan: Tops

8

Oysho: Tops colors & prints

Color Ref Plain: 49 White+Nude= 7 Pink= 6 Red= 8 Green= 9 Blue= 6 Black =11

Other= 2 Color Ref Print: 30

• • •

more plains than prints for tops black is most popular color green is the second, and red is the third

9

Oysho: print analysis Tops

Bottoms

Swimsuits

30

22.5

4

2 13

13

3

15

10

4 3 6

7.5

6 0

7

1 3

7 5 3

2 Stripes

Gingham

4

Floral

Paisley

Tropical

3

3

Fruit

Other

10

Oysho: Tops Styles

•

most tops have more than one style

•

however, most of oysho’s tops have foam

•

second common is the bandeau style and third common is underwire

•

foam gives size & shape to the breasts 11

Oysho: Tops Sizes

•

Oysho carries small and medium sized tops equally

•

they also carry many large tops as well

•

shows availability for 3 top size groups 12

Collection Plan: Bottoms

13

Oysho: Bottom colors & prints

Color Ref Plain: 67 White= 10 Nude= 4 Pink= 7 Red= 9 Yellow= 4 Green= 11 Blue= 6 Black= 15 Other= 5

Color Ref Print: 55 •

•

• •

more plains than prints for bottoms black is again the most popular color green is the second white is the third 14

Oysho: bottom Styles

•

most of oysho’s bottoms are Brazilian

•

Brazilian=younger target (less coverage)

•

second to Brazilian is the classic, for the more conservative

•

and in third is the hipster style 15

Oysho: Bottom sizes

•

oysho’s bottoms sizes are almost equally small, medium and large

•

shows high availability for a wide range of sizes

16

Collection Plan: Swimsuits

17

Oysho: Swimsuit colors & prints Color Ref Plain: 18 White= 5 Red= 4 Green= 2 Black= 6 Other= 1

Color Ref Print: 15

•

•

• •

more plains than prints for swimsuits black is again the most popular color white is the second red is the third 18

Oysho: swimsuit sizes

•

oysho’s swimsuit sizes are almost equally small, medium and large

•

small sizes are most used

•

shows high availability for a wide range of sizes 19

Oysho: price analysis Price: 17,99-25,99 €

Price: 11,99-19,99 €

Tops

Bottoms

Price: 29,99-45,99 € Swimsuits

12

11,99

77

12,99

9

14,99

25

17,99

38 1

19,99 22,99

2

25,99

2 16

29,99

14

35,99

3

45,99 0

20

40

•

12,99 is the most common price for bottoms

•

bottoms are cheaper than tops

•

most tops are 19,99

60

80

20

OYSHO: Visual merchandise

oysho also carries apparel for spring/summer swim attire

•

•

apparel grouped by collection & color scheme

•

bright & modern

21

•

Women'secret offers underwear, sleepwear, accessories and swimwear for women

•

mid priced

•

prestige, femininity, modernity and affordable prices (cortifelgroup)

•

women'secret is part of the Grupo Cortefiel

•

women'secret has more than 652 stores in over 61 countries.

•

Target: women 25-45 yrs old 22

23

women’s secret: Total References & Total color references

Tops

Bottoms

Swimsuits

References vs. Color Ref 300 225 150 75 0

Total References:194

28 91 75

Total color References: 231

34 99 98 24

References

Color References

Collection Plan: tops

25

women’s secret: Tops colors & prints

Color Ref Plain: 18 White 6 Pink 7 Red 3 Blue 9 Black 6 Yellow 1 Orange 3

Color Ref Print:63 •

more prints than plains for tops

•

blue has the most color references

•

pink is second, and white & black are tied in third highest referenced

26

women’s secret: print analysis Tops

Bottoms

Swimsuits

50

4 37.5

22

2 5

25

16 12.5

4 7

2 11

2 7

19

10 7 0

Ethnic

Stripes

5 Tropical

Floral

Plain w/Details

4 2

1 2 3

Dots

Tie-dye 27

Women’s Secret: Tops Styles

•

four styles

•

bandeau is the most popular

•

bandeau is usually target towards smaller breasted women

•

triangular is second, and underwire is third 28

women’s secret: Tops Sizes

•

•

34 & 36 are most popular band size

b cup highly dominates over any other cup size 29

Collection Plan: Bottoms

30

women’s secret: bottoms colors & prints Color Ref Plain: 41 White 4 Pink 9 Red 2 Blue 13 Black 6 Yellow 1 Orange 5 nude 1

Color Ref Print: 58 •

more prints than plain bottoms

•

blue is most popular color reference

•

pink is second referenced

•

black is third

31

women’s secret: bottom Styles Culotte

Reversible

•

classic bottoms are most popular

•

aimed towards more conservative women

•

brazilian is second, showing interest for younger women

•

reversible & culottes tie in last 32

Women’s Secret: Bottoms sizes

•

women’secret offers a wide range of bottom sizes

•

shows availability of sizes

•

medium is the most referenced size

33

Collection Plan: Swimsuits

34

Women’s Secret: Swimsuits colors & prints Color Ref Plain: 19 White 1 Pink 1 Red 2 Green 1 Blue 4 Black 9 nude 1

Color Ref Print:15 •

more plains than print swimsuits

•

black is most referenced

•

blue is second

•

red is third

•

darker colors dominate

35

Women’s Secret: swimsuit sizes

•

medium sized swimsuits are most referenced

•

large are third

•

small are second

•

aimed toward medium-larger breasted/sized women 36

women’s secret: price analysis 16,99-34,99 Tops

16,99

Bottoms

31,99-44,99 Swimsuit

8

10,99 14,99

10,99-19,99

1 1

72 7

17,99

16

19,99

4

24,99

84

26,99 31,99 34,99

1 2 25

39,99

8

44,99 0

22.5

45

67.5

•

26,99 is the most referenced price (tops)

•

tops are more expensive than bottoms

•

most bottoms are 16,99

90

37

women’s secret: Visual merchandise

women’secret groups its products by collection and color scheme 38

comparing women’secret & oysho

39

color comparison Oysho

Women’secret

50

38

18

•

oysho has more colors than prints

•

black is the most common color for both brands

•

oysho’s most used colors are black, white+nude, & green

•

women’s secret most used colors are black, blue, & white+nude

13

32 17 7 25

26 1 22

21

13

18

14

13

7 8 6 4 0

White+Nude

Pink

Red

Orange

Yellow

Green

Blue

Black

Other

40

prints comparison

•

oysho’s main prints are stripes, floral, and tropical

•

while women’secret’s main prints are ethnic, plain w/details, & floral

•

overall, women’secret has more print references than oysho and a larger range of print styles

41

Size comparison oysho 400

206

women’secret 215

•

both brands have the majority of their references based in the s-l segments of the sizing

•

women’secret’s ref in xs & xl exceed the ones in oysho

•

only women’secret offers variations in cup sizes, hence why they aren't shown in the chart (not comparable)

•

in addition, oysho carries an equal amount of s-l, while women’secret carries mostly b 42 cups

216

300

200

184

184

179

162

110 100

19 0

XS

11 S

M

L

XL

price analysis Oysho

Women’secret

300

•

majority of references for both brands are 10,99-17,99 euros

•

oysho’s majority of products are low priced and decrease as price ranges go up— >oysho adopts skimming pricing strategy

•

women’secret’s ref. majority fall in 10,99-17,99 & 25,00-34,99 euros ranges—> women’secret adopts a high low pricing strategy

225

88

150

123 87 75

20 35 41

0

10,99-17,99

18,00-24,99

18

17

25,00-34,99

35,00-45,99

43

my collection proposal •

swimwear and beach apparel focused brand

•

Target: women 16-30

•

unlike oysho & women’secret, i will provide:

•

Specialization

•

larger amount of bra sizes for bigger breasts (M-xl tops)

•

larger amount of bottom & swimsuit sizes (M-xl)

•

around equal amount of colors & patterns

•

however, smaller references than oysho & women’secret

•

smaller brand

44

my collection proposal: colors & patterns

Whites & nude

blues & ethnic

reds & pinks

florals

stripes, black & white

these colors and patterns are based on which were used most by oysho & women’secret’s in their 2017 collection • • •

blue, pinks and black were the most common colors ethnic, florals, and stripes were the most common styles whites & nudes are also a swim trend for 2017 45

my collection plan =E cup sizes

top sizes: a: 10 b: 10 c: 10 d: 10 e: 5

total ref: 22 total color ref: 29 prints: 17 plains: 12

avg. price tops: 18,99-29,99 avg. price bottoms: 12,99-22,99 avg. price swimsuits: 32,99-39,99

46

*All tops will come in cup sizes a-d

*All bottoms will come in xs-xl

*All swimsuits will come in xs-xl

my collection: visual merchandise •

visual merchandise organized by color

•

with color, tops are organized by cup sizes (a-e)

•

bottoms and swimsuits are organized by size

47

multi brand buyers selection my brand

=E cup sizes 48

Thank you!

49