MARKETING PACKET
TABLE OF CONTENT: MERCHANDISING PLAN LINE SHEET Angela Azis 26 November 2012 Monday 3PM – Professor S.Vu “The Snow Maiden” Spring 2013 - Young contemporary Size Range: 2-12 Retail Price points: $89-$449
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MERCHANDISING PLAN Target Customer The target customer for this collection is midscale to upscale women aged 22 -39, college educated and ethnically diverse, with above-average concentrations of Asian. Although this group is diverse in terms of housing styles and family sizes, residents share an upscale urban perspective that's reflected in their marketplace choices. My consumers tend to frequent the arts, shop at exclusive retailers, drive luxury imports, travel abroad, and spend heavily on computer and wireless technology. For the women who already has a stable job, the income ranged from $90,000 to $150,000 a year. She enjoys running and yoga, goes to the gym three times a week, read The New York Times and drinks Starbuck’s Chai Latte every morning. She has a healthy lifestyle preferring organic products from Whole Foods, and spends the weekend with her husband in Napa Valley for a wine-tasting tour, or watch her young kids’ ballet performance. She is a strong woman whose opinion is respected and involved in decision making both at home and work. When it comes to color choices, she aims for long lasting fashion involves neutral colors such as black, ivory, champagne, and balanced with her romantic persona, through a more subtle approach with dusty, pastel colors. This woman is the respected business leader of today’s society: a CEO or a top-performing executive. It then affects the way she dresses: structured polished power-suit. However, when not at work, she symbolizes urban chic sophistication that aims for high quality and good taste. Little black dress, silk scarves, and oversized sunglasses occupied most of her closet space. She mainly orders online catalog from Jcrew and Zara as her aim in fashion is to dress embodying understated elegance.
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Key Competitors J.Crew The whole collection is dominated by classic silhouette, yet versatile with emphasis on understated elegance. One of the key pieces this season is the “Café Capri” pant that is made from light weight wool, slim-fitted and tapered, cropped leg that fits every body type – and the double breasted slim-fit pea coat available in vibrant colors such as green, orange, pink, as well as black and gray. Although most items Jcrew offer are ‘staple’ item, the store’s window display attracts passerby because of great color ensemble. i.Retail Price Points •
Pants: $118 (basic ‘toothpick) - $325 (“collection” pant)
•
Silk blouses: $198 - $298
•
Casual Shirts: $79-$88
•
Sweaters: $88 (classic silhouette) - $258 (cashmeres)
•
Woolen Coats: $258-$325
ii.Strength Jcrew organizes their group by putting together ensemble of tops and bottoms that would create one ‘look’ at one corner of the store, and another look at the other. The ratio is roughly 3 tops to 1 bottom. Their accessory section is usually at the center of the store, close to the entrance. Jewelries are not only hung at the racks like Forever21, H&M, and even Zara does, some assortments are sometimes displayed in a glass box. Their clever merchandising strategy attracts consumer to shop not just one item, but the whole look they assembled. Moreover, J.Crew seems to be offering a lifestyle rather than the products themselves, which fits their target consumer behavior – either an upscale business savvy, shopping for professional looking shirts Azis 3
and suits, or a housewife with kids shopping for a more ‘relaxed’ item like sweaters or the store’s Basic Flats, with one thing in common: a lifestyle to achieve to protect their reputation. Additionally, they also have stylists/personal shoppers available upon requested appointment, in which they will create several looks for the customer and help to sell the entire looks instead of just one single item. iii.Weakness From all the customers walk in to the stores, most of them did not end up making a purchase. I assume this is caused by lack of store promotions during this time period, especially after summer, where people have done so much shopping. ZARA i.Retail Price Points •
Blouses: $49-$129
•
Pants: $49-$99
•
Shoes: $59-$159
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Bags: $59-$229
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Coats/Outerwears: $79-$349
•
Accessories: $19-$49
ii.Strength The stores themselves are the best way to communicate Zara’s brand image. Zara has chosen to locate the stores in the most luxurious spots of the biggest capitals in the world and to invest less money on advertising. Zara believes its shop windows are all the advertising it needs. This non-communication choice allows them to save a large amount of money, which they can then use for investing in real estate in order to find the best location for each of their stores. This Azis 4
is crucial to their strategy: the boutiques must be visible, accessible and present in the neighborhoods favoring consummation shopping in order to maintain a direct relationship with their clients. Unlike other fashion brands, it takes Zara only 10 to 14 days from the time they design new clothing until it arrives in stores. This “fast fashion� concept and operation allow Zara to always provide the most fashionable clothes to their customers, and the ever-renewed collections definitely help build brand loyalty. iii.Weakness Zara’s System does not keep track of inventory. One weakness of Zara`s system is the lack of ability to check inventory within stores. Instead of having a modern POS system that updates inventory in stores in real time when items are scanned for sale, Zara managers and employees have to investigate racks and take inventory. This is time consuming work and inexact. Zara`s system has no networking capabilities Each POS terminal inside a Zara store does not communicate with any other terminal. Only one terminal for each store is equipped with a modem for the ability to communicate with headquarters in La Coruna, Spain (its headquarter). Moreover, Personal Digital Assistant (PDAs) used by Zara employees to complete the ordering process are not connected in any way to the POS terminals. Therefore, Zara is not capable to communicate between its stores and the home office in fast and efficient manner.
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Theme and Statement The name of the theme for this collection is “The Snow Maiden” which is partly influenced by infamous Russian sad love story, as well as the purity and innocence embodied when associating the word ‘snow’. This collection presents three sportswears group called Snegourka – Russian for “Snow Maiden”, Odette (from The Swan Lake) and Anastasia (inspired by the missing Grand Duchess Anastasia Nikolaevna of Russia). In terms of proportion, my collection aims to emphasize the beauty of each figure, thus balancing a well-fitted top with a fluid, loose bottom, or vice versa. Nothing is too tight fitting as the purpose of the collection is not to emphasize women’s sexuality, and nothing extremely oversized as I aim for representation of elegance and sophistication. The focal point of the whole collection as a unity is the waist and clavicle. The idea of emphasizing on waist comes from watching ballerinas doing their pirouette in tutus. The collection features high neckline exposing only the clavicle for a subtle approach of sexiness. Texture is clearly shown in the dress group through immaculate small pleats and drapery, and through usage of accent fabric like faux fur for sleeves or collar for sportswear group. In terms of rhythm, repetitions of details appear in several garments to give a sense of unity as a group, however it is not overly done to give buyers wider variety of options. Key Trends For this collection I was really inspired by the “White Alchemy” trend from Stylesight. They describe white as essential theme as we seek a contemplative state, through pure colors and haptic textures.” (Stylesight.) White is really a symbol of innocence and purity, something subtle that would not compete with the personality of the wearer. The dresses in each group emphasize on texture, with shirring delicate, sheer fabric to create three-dimensional effect on the bodice. Azis 6
The first sportswear group (Snegourka) contains of classic pieces that could be styled easily. This group is inspired by how a socialite dresses up: it exudes elegance and luxury, yet can still relate to the main theme by using grosgrain ribbon tie-up as closure. The second sportswear group (Odette) is partly a literal interpretation through usage of swan feathers sewn into garment as accent, to create a three-dimensional effect. The last group, Anastasia focuses on natural flow of fabric through use of ruffles and frills, hemmed with horsehair to make it more structured to balance the fact that tweed is also used in this group. The main idea is to combine two contrasting elements together.
Fabric, Color Story and Color Way
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For “Snegourka”, as it is inspired mainly by the Russian socialite, fabrics chosen were representative. Silk Charmeuse and Gazar has a really luxurious image. It partly reflects light, and hangs beautifully on the body. The georgette is made in polyester to balance so that this group stays consistent within the desired price point and targeted market. Ponte is used for comfort reason, and fur to create texture. The first color story is very vibrant and playful, but not overly done since they are balanced with ivory. My customer love to take risk and wear something that pops out in one-or-two element, but she doesn’t want what she wears to “scream” for attention. The second color story is intended for slightly more formal occasions in the evening, as all the colors are really dark and rich with a touch of marigold. I believe both color stories represent sophistication and therefore suitable for my target market. In the second group “Odette” I was inspired by the character itself from Swan Lake. As she was an embodiment of perfection herself, I decided to focus on intricate detailing such as feather that are sewn by hand individually and usage of Swarovski encrusted rubber banding for trim. This group is slightly ‘dressier’ yet still versatile. This group is suitable for formal occasions in the afternoon. Customers are given options from dresses to ornamented blouses that can be easily styled. The first color story consists of colors that represent purity and innocence. The second color story is more playful as it features tangerine to contrast the dark and/or pale colors. In the last group, “Anastasia” the fabric selection is diverse from leather, tweed, to techno jersey, bridal satin, and crepe. The idea is to play with texture. However I believe that as a whole a group needs to be effortless as well, therefore the first color story is almost mono-tonal, dominated by ivory. The second color story is dominated by black, charcoal, midnight – which does not ‘jump’ far one to another, but then there is a pop of color to attract the eyes. This group Azis 9
consists of basic pieces that combines various structure and texture, yet the execution is still subtle therefore relate to my target market.
Key Silhouette In the first sportswear group, the focus is on layering and styling. Each piece is versatile, nothing with too much intricate detail. The use of faux fur is done very lightly so it does not look inappropriate for the spring season. The childlike, feminine element that appears through usage of tied-up grosgrain ribbon was inspired by Lanvin. This fits my young contemporary target market as it is not overly executed – the pieces are still age appropriate. My customers are ladies who covet classic pieces with an element of surprise executed subtly. This is when the idea of using invisible zipper on the ankle and wrist were invented, giving the wrist and ankle areas perfect amount of texture when pulled certain way. This is also implemented in second group of sportswear collection, through use of feathers in same color as the base fabric to accentuate. The idea of creating innocent-looking persona (as Odette is the muse for this group) is also presented through use of ruffles, with satin piping sewn alongside the hem to help maintain the shape, and the same concept of tied-up bow as presented in the first sportswear group. However, instead of grosgrain ribbon, I am using Swarovski band. A lot of sheer fabric used for this particular group to represent the clear water (interpretation of the “lake” from “Swan Lake”) yet nothing is too revealing. This fits my target market, as they are women who prefer showing less – embodiment of understated elegance. In the last sportswear group, the dresses cut the figure horizontally right at the natural waistline to accentuate the curve. The main idea to rely heavily on the natural state of the fabric is relatable to the main concept of presenting a romantic persona. I feel that the customers would Azis 10
fit perfectly into this design perspective, as these designs are classic pieces with a perfect dose of whim. Each piece is very fluid and the drape hangs gracefully on the body. The same principle applies for the blouses and the pants that are made in lightweight fabric. It gives the illusion on the silhouette of the body without over-exposing it. Wholesale Price and Size Range Group 1 – Sportswear “Snegourka”: •
Tops/blouses: $267-$389
•
Pants: $299-$479
•
Skirts: $225
•
Dresses: $125-$575
•
Outwears: $225-$375
•
Available sizes: 2,4,6,8,10,12
Group 2 – Sportswear “Odette”: •
Tops/blouses: $225-$799
•
Pants: $221-$558
•
Skirts: $226-$665
•
Dresses: $125-$800
•
Outwears: $225-$325
•
Available sizes: 2,4,6,8,10,12
Group 3 – Sportswear “Anastasia”: •
Tops/blouses: $189-$289
•
Pants: $125-$275
•
Skirts: $79-$105 Azis 11
•
Dresses: $125-$225
•
Outwears: $125-$588
•
Available sizes: 2,4,6,8,10,12
BIBLIOGRAPHY BrandSource. “Zara’s ‘Fast-Fashion’ Branding”. Labbrand.com. 10 June 2010. Web. 18 Nov 2012. Fayad, Muaraj. “Zara Study Case”. Scribd.com. 14 Dec 2010. Web. 18 Nov 2012. J.Crew Official Website. 2012. Web. 18 Nov 2012. “White Alchemy.” Forecast: Women. S/S 2013. 18 Sept 2012. Stylesight. Web. 18 Nov 2012. Zara Official Website. 2012. Web. 18 Nov 2012.
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Line Sheet: Snegourka Odette Anastasia
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ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
SNEGOURKA
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
SPORTSWEAR
SN001 PRINTED PAJAMA PANTS USD 479.90
SN002 PRINTED DRESS USD 479.90
CHARMEUSE 100%SILK
TAUPE BLACK
ORANGE
BLACK/WHITE
SN003 SIGNATURE PRINTED BLOUSE USD 125.89
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
SNEGOURKA SPORTSWEAR
SN0010 CHINOISERIE DRESS USD 125.90
SN0011 DEEP V-NECK BLOUSE USD 189.99
GEORGETTE 100% POLYESTER
TAUPE BLACK
TANGERINE
MIDNIGHT
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
SNEGOURKA SPORTSWEAR
SN0012 CLASSIC GOWN WITH HIGH SLIT USD 575
GAZAR 100% SILK / CHARMEUSE 100% SILK ORANGE
BLACK/WHITE
TAUPE
MARIGOLD
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
SNEGOURKA SPORTSWEAR
SN0013 CARDI WITH FUR ELBOW PATCH USD 375
SN005 LACE UP FAUX FUR MINI JACKET USD 225
FAUX FUR 90% ACRYLIC 10% SILK/
FAUX FUR
PONTE DI ROMA
90% ACRYLIC 10% SILK
90% WOOL 10% ELASTANE IVORY
TAUPE
BLACK
BAILEY
IVORY
BLACK
SN0013 LACED UP CARDI WITH FUR ELBOW PATCH
IVORY
BLACK
SN005 LACED-UP FAUX FUR MINI JACKET
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
SNEGOURKA SPORTSWEAR
SN006 SIGNATURE BLAZER WITH GAZAR PANEL USD 289
PONTE DI ROMA 90% WOOL 10% ELASTANE/
GAZAR 100% SILK TAUPE MARIGOLD
IVORY
BAILEY
SN007 TAILORED PANT WITH GAZAR CONTRAST USD 299.90
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
SNEGOURKA SPORTSWEAR
SN008 ASYMMETRIC LAYERED VEST USD 289.60
GAZAR 100% SILK
TAUPE
MARIGOLD
SN009 DRAPED SKIRT WITH EXPOSED ZIPPER USD 225
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ODETTE SPORTSWEAR
SWAROVSKI BANDING BLACK
ODT002 TEXTURED SIGNATURE DRESS USD 499.90
ODT001 A-LINED SKIRT USD 226
CHIFFON 100% SILK
IVORY
TAUPE
ROOSTER COQUETAIL FEATHER IVORY
ODT003 PETITE BLOUSE USD 225.20
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ODETTE SPORTSWEAR
ODT004 TIED UP VELVET COAT USD 339.80
VELVET
80% POLYESTER 20% LYCRA
CAMEO
IVORY
ODT005 CLASSIC TAILORED PANT USD 280.00
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ODETTE SPORTSWEAR
SWAROVSKI BANDING BLACK
ODT0014 SIGNATURE SHORT BLAZER USD 225
ROOSTER COQUETAIL FEATHER IVORY
TECHNO JERSEY 50% WOOL 50% NYLON
ODT0013 TIED-UP SWAROVSKI BANDED BLOUSE USD 269.99
SUNFLOWER
MIDNIGHT
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ODETTE SPORTSWEAR
ROOSTER COQUETAIL FEATHER
ODT0012 FAUX LAYERED BLOUSE USD 779
GAZAR 100% SILK
IVORY
TANGERINE
ODT007 FRINGED SKIRT USD 655
IVORY
ODT0011 PANTS WITH FEATHER ACCENT USD 558
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ODETTE SPORTSWEAR
ROOSTER COQUETAIL FEATHER
SWAROVSKI BANDING
IVORY
BLACK
ODT006 BLOUSE WITH SHOULDER PATCH AND ZIPPER ON STYLELINE USD 267.80
ODT009 BLOUSE WITH FEATHERED SLEEVE USD 299.99
OATMEAL CREPE 80% SILK 20% COTTON/ VELVET
80% POLYESTER 20% LYCRA CAMEO IVORY
STRAWBERRY
BLACK
ODT0010 TAILORED PANTS USD 221
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANASTASIA SPORTSWEAR
ANA001 DOUBLE RUFFLED BLOUSE USD 269.80
ANA002 WRAP SKIRT WITH RUFFLE USD 225 ANA003 PAJAMA PANTS USD 275
BRIDAL SATIN 100% SILK HORSEHAIR FOR HEM HORSEHAIR FOR HEM
WHITE MIDNIGHT
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ANASTASIA SPORTSWEAR
ANA008 OPEN ENDED BLAZER WITH POCKET USD 272.50
TWEED
80% WOOL 20% COTTON
WHITE
CHARCOAL
ANA009 STUDIO TAPERED PANT USD 219.99
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ANASTASIA
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
SPORTSWEAR
ANA006 LEATHER COAT USD 588
ANA007 BLOUSE WITH BUTTONS ON SHOULDER USD 229
FAUX LEATHER 100% VYNIL/ BRIDAL SATIN 100% SILK WHITE
MIDNIGHT
TAN BLACK
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ANASTASIA SPORTSWEAR
ANA004 BLOUSE WITH FRILL USD 125
OATMEAL CREPE
90&POLYESTER 10% SILK
WHITE DUSTY ROSE
ANA005 FLOWER DRESS USD 275
“The White Empress” S/S 2013 Young Contemporary Delivery: 1/1/2013 Complete: 2/1/2013 Term net: 30
ANGELA AZIS (626) 376-8222 angie.giovanni@yahoo.com
ANASTASIA SPORTSWEAR
ANA0010 SHEATH DRESS USD 379.80
ANA0011 SLEEVELESS BLOUSE USD 125
TECHNO JERSEY 50% WOOL 50% NYLON
WHITE BUTTERCUP
ANA0012 WATERFALL SKIRT USD 159.60
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