Fashion Merchandising Project: Swimwear

Page 1

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


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