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Table of Contents TARGET CONSUMER 3 MARKET ANALYSIS 5 PROENZA SCHOULER FOR TOPSHOP 7 COLLECTION 11 SPECIFICATIONS 15 Price Planning 18 brand awareness 20
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target consumer
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Tech savvy
REbecca Smith
Loves traveling
24 years old
All about “The conversation Pieces�
Single
Loves mixing basics With cutting Edge trends Confident
University of Pennsylvania Markerting graduate Marketing/Art Direction department At Marie Claire $42,,000 income
BARGIN SHOPS DESIGNER
Upper west side, New York
Past time visits Modern art
Tech savvy
museums
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market analysis
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ASOS Asos sells both women and men clothing. They are aimed at 18 - 34 age group. They do a lot collaborations with new and young designers. Stock has surged more than 160 percent. Carries over 5, 000 brands, a global online fashion retailer. Targets UK mainly, then USA, France, Germany, Spain, Russia, Italy, Australia and China.
ZARA Zara is based on women and men aged 15 - 45. Market is fashion conscious, relatively middle-class and young professional. Making medium quality, low cost, designer clothing to the tastes of the local clientele. Reacts rather than creates new designs. Comparing quality against price, Zara sells a good quality for its value, plus current fashion trends.
H&M The world’s largest and fastest growing retailer is H&M. Pioneer of fast fashion, adapts to trend quickly. They do several collaborations with top designers of the industry. H&M is all about everyday low prices products.
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TOPSHOP STRATEGY Topshop addresses competitors by carrying zeitgeist every season, its brave and irreverent approach to style has captured the imaginations of fashion-conscious shoppers and industry insiders alike. It is Topshop’s individuality that has earned it worldwide respect. Miley Cyrus, Kate Moss, Rachel Bilson, Sienna Miller, Kate Bosworth, Celia Birtwell, Keira Knightley, Mary-Kate, Alexa Chung, Olivia Palermo are just a few celebrities who wear the brand. Has bolstered the careers of fashion heavyweights such as Christopher Kane, Jonathan Saunders, Marios Schwab and Louise Goldin. As an early pioneer of high street and designer collaborations, Topshop’s partnerships with some of history’s most iconic fashion names such as Celia Birtwell and Kate Moss, have further cemented the brand’s reputation as a fashion leader.
proenza Schouler by topshop
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Research and Rationale TOPSHOP can continue their market penetration in the US with collaborating with a US designer. The American Market they want to continue growth. They plan to have 13 stores by 2018. Trying something new with American emerging designers instead of just UK. Sales are declining try something different. One single collection just to see response. Proenza Schouler merchandise have been knocked off by fast fashion retailers like Zara, Nasty Gal, and Target. Even Target, who they had once did a collaboration with. Knockoffs and variations rob small companies like Proenza. This collaboration is a way from them to be profitable from variations of their aesthetic. This is a way for Proenza Schouler to engage with their consumers, especially consumers who love Proenza but can’t affordable or have nowhere to wear Proenza Ready-To-Wear pieces. This collection will be more causal and have a pre-collection look. Which Proenza pre-collections make-up 60% of the business. Extend shelf life of PROENZA SCHOULER brand. Pre-collections make up 60% of their business because they have a more commercial look giving them a longer shelf life. A lot of these looks are inspired by previous collections so this causal collection will be considered a more wearable collection. Build a successful collaboration reputation for PROENZA SCHOULER. Proenza Schouler for Target lacked the most important element of a collaboration, the designer’s aesthetic. Target was a huge miss with the prints, to the color, it looked like a Gap collection at Target. This collection will have the unique feel. PROENZA’s and TOPSHOP’s brand image similarities. Topshop and Proenza Schouler share a lot of the same aesthetics. The main one being, conversation pieces. These two brands have similar consumer attributes.
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Proenza Schouler is a New York based womenswear and accessories brand founded in 2002 by designers Jack McCollough and Lazaro Hernandez. The duo met while studying at Parsonยนs School of Design eventually collaborating on their senior thesis which became their first collection as Proenza Schouler. Proenza Schouler is defined by its fusion of craftsmanship and attention to detail with a sense of refined ease. Inspiration drawn from contemporary art and youth culture is combined with an emphasis on tailoring and the use of custom developed fabrics. Proenza Schouler has played an important role in reinvigorating American fashion. Awarded with the inaugural CFDA Vogue Fashion Fund award in 2004, the emerging brand was established as a leading talent in the industry. Proenza Schouler has won five CFDA awards including the 2003 Swarovski award for Ready to Wear, the 2009 Accessory Designer of the Year award, and the Womenswear Designer of the Year award in 2007, 2011 and 2013
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The collaboration between Proenza Schouler and Topshop will be a small 19 piece capsule collection for Spring/Summer 2015. With this collection we really want the consumer excited about the collaboration, feeling like they got a Proenza Schouler statement piece for the season.
Trends that will be playing a huge part in the collection are Proenza Schouler aesthetic which is structured details like accordion pleats, fabric volume and sharp folds for a sculptural look. I labeled this trend Asymmetrical Accents.
USE OF A WAFFLE JERSEY AND A FOAM LIKE JERSEY TO SHOWCASE SHAPE
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USE OF SATINS AND COTTON TO CREATE THE MOVEMENT OF GARMENTS
Fabrics used for this collection are based off fabrics that are used by the Topshop Company to create their Premium collections. Leather, Polyester and Elastaine blends will be used for some of the skirts, dresses, shorts, and blazer.
In the collections we paired structured asymmetrical pieces with toned down relaxed pieces. Like relaxed luxe sweatshirts and T-shirts with the more structured skirts. And the relaxed trousers with the structured crops tops and tops. The groups relate by being able to mix and match hard and soft pieces by color or print. Or match hard pieces with other hard pieces, same with soft pieces.
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Core elements to this collection are subtle cutouts, pastel color palette, graphic prints, relaxed trousers, voluminous proportions, and asymmetrical fold additives on classic silhouettes. The core images that inspired the collection are of modern architectural, graphic art, shape and line. Proenza Schouler attributes are the deep V necklines. The rounded shoulders and the boxy of the vest and shorts.
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Specification sheets
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PRICE planning
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10%
Kate Moss collaboration brought up Topshop sales by 10 %. Resulting in 1.86 billion in gross sales that year for Topshop.
15%
PROENZA for TOPSHOP is planned to do a 15% in profits. Thus being a 523e% increase from the Kate Moss collection which was Topshop’s highest grossing collaboration.
PRICING STRATEGY TOPSHOP has stopped competing just on price, more on trend, fit and quality compared to competitors. Prices vary based lines “mainline” or “premium.” PROENZA SCHOULER for TOPSHOP will be mainly focused for TOPSHOP’s “premium” line apparel made with superior materials, intricate detail and sturdy craftsmanship. Target Price points for this collections are tops ranging from $100 - $250. Pants ranging from $200 - $450. Skirts ranging from $150 - $300. The jumpsuits range from $100 - $250. Dresses range from $200 - $400. Jackets, blazers and vest range from $200 - $400.
PRICE COMPARISON TOPSHOP
ZARA
H&M
ASOS
Tops
70 – 150
99. 90
59.95
100 - 300
Pants
60 – 100
79.90
59.95
100 - 200
100
89.90
69.95
100 - 150
Skirts
80 - 120
79.90
149
50 - 150
Dresses
70 - 100
89.90
69.95
Jumpsuits
50 - 150
The mark-up for this collection will be between 90% which is based off high-street companies’ mark-up range and the Premium collection that Topshop has.
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Brand Awareness
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PUBLIC RELATIONS Topshop will be sending out press releases for the collaboration in December , early January for the March release date to fashion websites and blogs to talk about the upcoming Topshop collection with a American designers. Fashionsita.com Refinery21.com HarpersBazaar.com WhoWhatWear.com Elle.com Vogue.com WWD.com Style.com Fabsugar.com Racked.com Marie Claire.com Vanity Fair Luckymag.com The first press release with let people know a collection is coming, The second press with showcase the lookbook and prices for the collection.
ADVERTISING Paid ads will be on websites like Polyvore, Rstyle, Amazon, Shopstyle and other sites that have been known to bring traffic to the Topshop website. Advertorials will be in the March and April international fashion magazine issues such as Vogue, Elle, and Marie Claire also in Topshop’s magazine. Advertising for this collection will be international. Outside ads will be placed on all Topshop buildings. Ads will be very simple. A long the lines of a photo of a model wearing the garment with coming soon and in-store and online dates. Since the target consumer is a social media addict, information about the colloration will constantly be on TOPSHOP’S website launch page, Instragram, Facebook and Twitter. Hashtag #proenzaschoulerfortopshop or #PSXTOPSHOP will be used for digital commuication on networks.
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Annas tasha Willis FASM 310 Private Label February 19, 2014