// 1
Contents: 1 2 3 4
4 6 7
Mission Statement Brand Identity Company Descirption
8 10 12 14 16 18
Size and Scope Merchandising Venues Customer Prof ile Core Categries Social Media Swot Analysis
20 28 36
Key Competetors Fashion Trends Ef fecting Business LIfestyle Tends Ef fecting Business
46 52 52
6 Month Buyng Plans Fall 2015 Fall Assortment Plan Statement of Opportunity or Loss
// 3
Mission Statement To s e a m l e s s ly f u s e t o g e t h e r f a s h i o n a n d t h e p o w e r o f ro c k a n d ro l l t h ro u g h c a re f u l ly c o n s t r u c t e d p ro d u c t s t h a t p ro m o t e i n d i v i d u a l i t y , s t y l e a n d a t t i t u d e .
// 5
B ra n d Identity Through our non corporate appeal and musical inf luence, AllSaints delivers edgy and trend set ting products that guarantee originality, comfort and functionality.
Company Description Individualistic Rebellious Dex terous Sleek
// 7
// 7
Size and Scope: AllSaints currently sells mens and womens wear clothing and accessories in 35 department stores and 65 stand alone stores across the United Kingdom, Europe, Canada, Ireland, Russia, South Korea, and the United States.
// 9
American Venues: New York City, Seat tle Atlanta, Chicago, New Jersey Washington D.C. Miami, Boston Los Angeles Beverly Hills Las Vegas Miami
// 11
Demographics: • Gender: Men and Women • Age Range: 25-45 • Personal Income: $60,000-$125,000 • Education: Undergraduate or higher level education • Occupation(s): Blogger, Artist, Freelancer • Race: Multiracial • Location: Urban Landscapes
Psychographics: • Single urban dwellers heavily in their social lifestyles • Activities include going to concerts, social events and going out with friends • Their personal style is rock n’ roll and edgy, but remaining classic with a vintage touch • Concerned more with the quality and craftsmanship of their clothing and accessories, rather than as opposed to being pro trend • Personality evokes a strong attitude and a strong sense of self • Loyal fans to their favorite artists
// 13
Core Categories
Women Coats and jackets, leather, and denim
Accessories: handbags, shoes
Men Coats and jackets, leather, knitwear, and denim
Accessories : wallets, belts, hats
11
// 15 ////157
Social Media Platforms: Utilizes majority of social media plat forms to connect with fans on a daily basis and through this users are constantly updated on collections and promotions. Social Media Accounts: Twit ter, Facebook, Google Plus, Pinterest, YouTube, Instagram > Largest following on Google Plus, and Instagram has the second largest. All of Allsaints accounts reinforce similar imagery and messages, but incorporates new aspects such as utilizing Soundcloud to share music of rising artists.
// 17
SWOT ANALYSIS
STRENGTHS • • • • • •
Strong brand identity Clothing quality Loyal customer base Strong visual marketing Clearly def ined aesthetic Provides unique shopping experience with rustic store atmosphere
OPPORTUNITIES • • • • •
S
O
Elevate brand aesthetic Create unique sale approaches Expansion Introduce new product categories Develop brand membership for AllSaints Studios where members can connect through music features
WEAKNESSES • • • •
Lack of sales promotions Limited store locations Low advertising Dark underground aesthetic has led to maximum consumer base
W T
THREATS
• Competitors lower price points with similar aesthetic • Customer’s shopping habits switch tobuying more for less to keep updating wardrobe • Brands with high social media status and popularity
// 19
KEY C` O MPETITORS
// 21
John Varvatos Brand has a heavy focus rock n’ roll incorporating those aspects into fashion shows as well as clothing stores. Brick and Mortar stores have similar edgy feel with dim halogen overhead lighting and as well as exposed brick // Color pallet is also neutral and muted // Mostly known for leather jackets, denim, and outerwear // Brand focuses on creating quality and meaningful pieces rather than revolutionizing the fashion industry
// 23
// 23
Rag and Bone Brand is mainly known for denim, with strong knowledge of urban market. Rag and Bone also has focus in art and pop culture through an Arts and Culture page on their blog. // Carry men’s and women’s designer wear with classic British tailoring // Company has more Flagship store locations overall giving them a storefront advantage
// 25
Diesel // Sells men and women’s high quality denim // Greater number of product categories such as eye wear and lifestyle products that includes a home collection // Hosts Diesel-U-Music, which is a music event that brings together musicians and their fans through an ex tensive series of on and of f-line marketing // Higher budget for advertising which include high energy and moderate sexuality
// 27
FA S H I O N T R EN D S
// 29
Gender Neutral
Consumers are now looking for gender-neutral to promote gender equality and are wanting to move towards easier everyday way of dressing. - AllSaints currently carries these products, but could organize them in a way where customers are made aware, or style them in stores to make customers more aware of the brand’s versatility - AllSaints could also expand it’s product category, of fering garments separately labeled such as: instead of dress for men, label tunic
// 31 // 31
Colored Outerwear
With style drivers such as Solonge Knowles and the never ending era of the 70’s, colored outwear has resurfaced and in new executions with Bright colored coats, jackets, furs, and trenches on the runways for Fall 2015. - Af fects AllSaints directly though strong customer base. Consumers now are more readily adapted to change in search for instant gratif ication, resulting in customers losing interest in AllSaints neutral color pallet. - AllSaints may consider slowly incorporating small pops of color to outerwear such as underneath collars or color blocking to test the market and see how acceptable it is among consumers.
// 33
FAST FASHION
Fast fashion within recent years has taken the fashion world by storm. By taking high fashion looks fresh from the runway., Retailers are able to replicate these looks not only in a timely manor, but also at a significantly cheaper price. - AllSaints remains ahead of the curve by utilizing specif ic design techniques on garments and using high quality material making it harder to duplicate. Fast fashion relies on lower quality materials to meet demands fueling brands thriving of the craf tsmanship of their products. - AllSaints could also carry lower end brand ex tension for customers who love the brand but cannot af ford it. Though risky, and could af fect the brands image, this initiative opens AllSaints to a broader customer base where customers no longer have to save and aspire for a garment, but now have that same craf tsmanship at a more af fordable price.
// 35 // 35
EVOLUTION VS REVOLUTION
There are a large number of consumers that respect a brands heritage and that is an area where AllSaints thrives. Since opening AllSaints has never been groundbreaking but rather focuses on updating classics with exciting twist and perfecting their staples, such as denim and leather goods. - Wide number of consumers wanting an easy, timeless wardrobe where garments do not go out of style as fast while achieving maximum styling versatile among their pieces. - AllSaint can continue building on this by utilizing alternative design methods such as experimenting with hem lengths and silhouet tes where customers are still receiving their favorite leather jacket, but now with a relaxed silhouet te.
// 37
L I F ES T Y L E T R E N D S
// 39
MUSIC FESTIVALS
With the growing connection between music and fashion, music festivals have become a haven for the bohemian rock trend where customers are looking for fun, edgy, and easy to wear pieces to wear to these events such as Coachella and South x Southwest. These festivals have gained a status of their own creating a season of it’s on between Resort and Spring collections. - AllSaints could further expand into this market by releasing a limited edition pieces from branded t-shirts to denim and leather jackets exclusive from brand favorites. - AllSaints could sponsor or host musical events in which the musical artists are dressed head to toe in AllSaints to add brand awareness and in return connect with customers on more personal, intimate level.
// 41 // 41
Many consumers are now developing a growing focus on being f it and healthy and now are looking for pieces to ref lect their active lifestyles; and with the world on the move, all day comfort and functionality are at the forefront of the consumer purchase. - AllSaints can enter this market by expanding their product category into f ields where traditional workout clothing is now able to transition into casual everyday wear, such a nice printed legging under an AllSaints oversized t-shirt. - AllSaints could also capitalize of f a quality athletic wear line ref lecting the brands aesthetic to reach the customer who prefers to look as good as they feel while working out or running errands
FITNESS
// 43
TECHNOLOGY ON THE GO
Wearable technology is rapidly growing in popularity among consumers rather it is used for fitness, or convenience. Because it is worn rather than in your pocket, wearable technology offers a much quicker response initiative through synced mobile applications. Through the use of these applications, brands are able to stay ahead while easily connecting with their customers without the use of a mobile phone. -AllSaints can take advantage of this advancement by creating a brand app where it would allow users to sign up for a free membership. Through the membership, it will then allow the user to turn on notif ications for exclusive early access to upcoming collections, sales promotions, and new music on AllSaints Radio. -This initiative would of fer brand awareness as well as build a company customer relationship. AllSaints scarcely promotes upcoming sales so by of fering your customer an incentive competing brands do not of fer will not ref lect customer care, but also allows for users who are not familiar with the brand an opportunity familiarize themselves with AllSaints.
// 45
FALL 2015 6 MONTH BUYING
FASM 245 Retail Buying Simulation 6 Month Buying Plan Fall 2015 All Saints 15 stores Focus Product Category: Jackets and Outerwear
(000's)
Fall 2015 Plan Net Sales, Fall 2015 Est. Net Sales, Fall 2014 Plan % Last Year: Average Stock, Retail: Inventory Turnover: Planned Reductions, $: Reductions % Sales: Plan IMU % : (000's)
Net Sales % Fall Plan BOM Stock Stock / Sales Ratio Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
August 1470.0 14.00% 5292.0 3.6 5859.0 109.2 8.00% 2146.2 879.9
10500.0 9200.0 14.13% 5712.4 1.84 1365.0 13.00% 59% September 1890.0 18.00% 5859.0 3.1 5712.0 163.8 12.00% 1906.8 781.8
Fall 2015 6 Month Buying Plan October November December 1680.0 1785.0 2205.0 16.00% 17.00% 21.00% 5712.0 5890.5 6394.5 3.4 3.3 2.9 5890.5 6394.5 5439.0 163.8 300.3 382.2 12.00% 22.00% 28.00% 2022.3 2589.3 1631.7 829.1 1061.6 669.0
Fall 2015 10500.0 100.00% 5712.4
January 1470.0 14.00% 5439.0 3.7 5400.0 245.7 18.00% 1676.7 687.4
1.84
1365.0 100.00% 11973.0 4908.9
// 47
// 46
Focus Product Category: Jackets and Outerwear (000's) All Saints New York Fall 2015 Plan Net Sales, Fall 2015 Est. Net Sales, Fall 2014 Plan % Last Year: Average Stock, Retail: Inventory Turnover: Planned Reductions, $: Reductions % Sales: Plan IMU % : (000's) Net Sales % Fall Plan BOM Stock Stock / Sales Ratio Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
August 280.0 14.00% 924.0 3.3 1008.0 20.8 8.00% 384.8 157.8
2000.0 1748.0 14.42% 979.0 2.04 260.0 13.00% 59%
September 360.0 18.00% 1008.0 2.8 960.0 31.2 12.00% 343.2 140.7
Fall 2015 6 Month Buying Plan October November December 320.0 340.0 420.0 16.00% 17.00% 21.00% 960.0 1020.0 1092.0 3 3.0 2.6 1020.0 1092.0 924.0 31.2 57.2 72.8 12.00% 22.00% 28.00% 411.2 469.2 324.8 168.6 192.4 133.2
January 280.0 14.00% 924.0 3.3 925.0 46.8 18.00% 327.8 134.4
Fall 2015 2000.0 100.00% 979.0
260.0 100.00% 2261.0 927.0
2.04
45
// 49
Focus Product Category: Jackets and Outerwear
(000's)
All Saints Miami
Fall 2015 Plan Net Sales, F all 2015 Est. Net Sales, F all 2014 Plan % Last Year: Average Stock, Retail: Inventory Turnover: Planned Reductions, $: Reductions % Sales: Plan IMU %: (000's)
Net Sales % Fall Plan BOM Stock Stock / Sales Ratio Plan EOM Stock Plan Reductions % Fall Purchases, Retail Purchases, Cost
August 96.0 12.00% 374.4 3.9 408.0 8.3 8.00% 137.9 56.5
800.0 699.0 14.45% 434.2 1.84 104.0 13.00% 59%
September 120.0 15.00% 408.0 3.4 403.2 12.5 12.00% 127.7 52.3
Fall 2015 6 Month Buying Plan October November December 112.0 136.0 200.0 14.00% 17.00% 25.00% 403.2 435.2 520.0 3.6 3.2 2.6 435.2 520.0 448.8 12.5 22.9 29.1 12.00% 22.00% 28.00% 156.5 243.7 157.9 64.2 99.9 64.7
January 136.0 17.00% 448.8 3.3 450.0 18.7 18.00% 155.9 63.9
Fall 2015 800.0 100.00% 434.2
104.0 100.00% 979.6 401.6
1.84
47
// 51
FALL 2015 Assortment Plan
Focused Product Category: Outerwear Planned Purchases, Retail:
$11,973,000
Womens:
60% % Classification
Mens:
40%
$
%
$
Purchases
Classification
Total
Purchases
Leather Jackets
15%
$1,795,950
Denim Jackets
11%
$1,317,030
Trench Coats
5%
$598,650
Blazers
5%
$598,650
Bomber Jackets
5%
$598,650
Bomber Jackets
5%
$598,650
Suede Jackets
10%
$1,197,300
Leather Jackets
11%
$1,317,030
Denim Jackets
15%
$1,795,950
Suede Jackets
8%
$957,840
Wool Coats
8%
$957,840
Blazers
2%
$0
$6,944,340
$4,789,200
// 53
Statement of Opportunity
All Saints has an opportunity to very possibly be more successful than expected in their U.S. stores, especially as they are building new stores and becoming more known among their customer base. Also, outerwear is highly on trend for 2015, and Fall is a prime time for buying outerwear, which will definitely work in the brand’s favor. These aspects, along with the heavy foot traffic in Miami and New York stores, should lead to successful outerwear sales in Fall 2015.
// 55 // 55