a childrenswear collection by LOF T
TABLE OF CONTENTS 3. About LOFT 4. SWOT Analysis 5. Competitors 6. Customer Profile 8. Moodboard 9. Color Story 10. Fabric Swatches 11. Prints 12. Lineup 14. Product 16. Assortment Plan 17. Time and Action Calendar 18. Branding 24. Tech Packs and Costing
ABOUT LOFT MISSION Inspire and connect with women to put their best selves forward everyday
LOFT was born in 1998 and today has over 650 full-price and outlet stores in Canada, Mexico and in over 46 US states. LOFT creates modern, feminine and versatile clothing for a wide range of women. From everyday essentials to trendy party outfits, LOFT has a wide range of product so that every woman can find what they need. They’re styles that reflect the world she lives in. Beyond women’s wardrobe needs, LOFT aims to create genuine and lasting relationships with customers via trusted in-store stylists and an optimistic spirit.
SWOT ANALYSIS
STRENGTHS - Has a niche market (price conscious women working in corporate offices) - Inexpensive - For all types of women (petite, maternity) - Strong consumer loyalty
WEAKNESS - Not as fashion-forward compared to other brands - Weak social media presence - No active wear line
OPPORTUNITY - Activewear for consumers, since target market most likely works out - Menswear - Childrenswear
THREATS - All other competition brands, have a similar assortment and target market
COMPETITORS J CREW
COS
CUSTOMER PROFILE Name Amanda Age 34 Location Richmond, VA Job Marketing Manager - $100,000/year Hobbies Excercising, reading and cooking Amanda has two young girls of ages 7 and 3. She works full time and is always on the go. Because of her busy life, on her free time she likes to excercise and spend as much time with her kids as possible. She likes taking them to the park to play with them. She is trendy but also price conscious. She looks for verstaile outfits that can be worn at work but also at a family dinner later during the day.
MOODBOARD
COLOR STORY GOLDEN HOUR
11-0608
12-1403
12-1403
15-13160
12-0752
17-4328
19-4023
FABRIC SWATCHES
Lightweight Woven Linen
Woven Wool
55% Cotton, 42% Polyester, 3% Spandex
100% Polyester
100% Cotton
PRINTS
Bijou S/S 20
STYLE: #140077 COST: $6.39 RETAIL: $26.64 STYLE: #140033 COST: $9.51 RETAIL: $39.64 STYLE: #140055 COST: $15.72 RETAIL: $65.50
STYLE: #140044 COST: $16.86 RETAIL: $70.25
STYLE: #140022 COST: $6.68 RETAIL: $27.84 STYLE: #140011 COST: $8.80 RETAIL: $36.67
STYLE: #140066 COST: $13.33 RETAIL: $55.56
STYLE: #140088 COST: $10.27 RETAIL: $42.78
FINAL PRODUCT
UNIQUE CHARACTERISTIC The wrap skirt is perfect for a day at the beach or to cover up after ballet lessons It allows more comfort and movement for the child It is easy to put on and a way for children to practice making a bow as well
ASSORTMENT PLAN
TNA CALENDAR SEASON S/S 2020 VENDOR Shandong Jining Ruyi Woolen Textile COUNTRY OF ORIGIN China ACCOUNT MANAGER Hibiki Sato and Caridad Bustamante
BRANDING/MARKETING
WINDOW DISPLAY
CATALOGS
WEBPAGE
SOCIAL MEDIA
LAUNCH EVENT LOCATION Loft at the Promenade, CA PROMOTION Mommy and daughter launch party, featuring free manicures and pedicures and personal styling SURPRISE Celebrity mom guests (eg. Lauren Conrad, Kristen Bell) Free Bijou gift bags with discount coupons BUDGET $28,000
TECH PACKS AND COSTING
STYLE: #140011 COST: $8.80 RETAIL: $36.67
STYLE: #140022 COST: $6.68 RETAIL: $27.84
STYLE: #140033 COST: $9.51 RETAIL: $39.64
STYLE: #140044 COST: $16.86 RETAIL: $70.25
STYLE: #140055 COST: $15.72 RETAIL: $65.50
Product Development Cost Sheet Date: March 4, 2019 Fabric Type: Style: 140055 Label: Description: Cotton - Girl Sundress with open back
Stretch Cotton Twill Bijou by Loft Front & Back View
Fabric Main Lining Total Fabric
Yardage 1
Indiv. Cost Cost $7.99 $7.99 1/2 $3.99 $2.00 1.5 $9.99
Trim/Findings Thread Braided Trim Handtag Woven Label Cabel Ties Care Label Packing Materials Total Trim
Quantity Indiv. Cost Cost 118 $0.00 $0.15 1 $0.20 $0.20 1 $0.01 $0.01 1 $0.01 $0.01 1 $0.01 $0.01 1 $0.01 $0.01 1 $0.02 $0.02 $0.26
Labor Labor 1: CMT Total Labor
Country China
Time
Cost 30
Total First Cost Miscellaneous Agents Commission Duty (6.9%) Shipping
$3.00 $3.00 $13.25
Rate
Cost 7% 6.90% $7,600
$0.93 $0.91 $0.38
STYLE: #140066 COST: $13.33 RETAIL: $55.56
Product Development Cost Sheet Date: March 4, 2019 Fabric Type: Style: 140066 Label: Description: Cotton - Girl Dress Pant
Woven Linen Bijou by Loft Front View
Fabric Main Total Fabric
Yardage 1
Indiv. Cost Cost $8.59 $8.59 1 $8.59
Trim/Findings Thread Handtag Woven Label Cabel Ties Care Label Packing Materials Total Trim
Quantity Indiv. Cost Cost 105 $0.00 $0.13 1 $0.01 $0.01 1 $0.01 $0.01 1 $0.01 $0.01 1 $0.01 $0.01 1 $0.02 $0.02 $0.06
Labor Labor 1: CMT Total Labor
Country China
Time
Cost 25
Total First Cost Miscellaneous Rate Cost Agents Commission 7% Duty (6.9%) 6.90% Shipping $7,600 Freight $5,100 Total Miscellaneuous
$2.50 $2.50 $11.15
$0.78 $0.77 $0.38 $0.26 $2.18
STYLE: #140077 COST: $6.39 RETAIL: $26.64
Product Development Cost Sheet Date: March 4, 2019 Style: 140077 Description: Cotton - Girl Knot Tee Fabric Main Total Fabric
Yardage
Trim/Findings Thread Handtag Woven Label Cabel Ties Care Label Packing Materials Total Trim
Quantity
Labor Labor 1: CMT Total Labor
Country China
Fabric Type: Label:
100% Cotton Bijou by Loft Front View
Indiv. Cost Cost 3/8 $7.99 $3.00 0.4 $3.00
91 1 1 1 1 1
Indiv. Cost Cost $0.00 $0.11 $0.01 $0.01 $0.01 $0.01 $0.01 $0.01 $0.01 $0.01 $0.02 $0.02 $0.06 Time
Cost 20
Total First Cost Miscellaneous Rate Cost Agents Commission 7% Duty (6.9%) 6.90% Shipping $7,600 Freight $5,100 Total Miscellaneuous
$2.00 $2.00 $5.06
$0.35 $0.35 $0.38 $0.26 $1.34
STYLE: #140088 COST: $17.11 RETAIL: $42.78
Product Development Cost Sheet Date: March 4, 2019 Style: 140088 Description: Linen Knot Top
Fabric Type: Label:
Lightweight Woven Linen Bijou by Loft Front View
Fabric Main Total Fabric
Yardage
Indiv. Cost Cost 2/5 $15.99 $6.40 0.4 $6.40
Trim/Findings Thread Handtag Woven Label Cabel Ties Care Label Packing Materials Total Trim
Quantity
Labor Labor 1: CMT Total Labor
Country China
91 1 1 1 1 1
Indiv. Cost Cost $0.00 $0.11 $0.01 $0.01 $0.01 $0.01 $0.01 $0.01 $0.01 $0.01 $0.02 $0.02 $0.06 Time
Cost 20
Total First Cost Miscellaneous Rate Cost Agents Commission 7% Duty (6.9%) 6.90% Shipping $7,600 Freight $5,100 Total Miscellaneuous
$2.00 $2.00 $8.46
$0.59 $0.58 $0.38 $0.26 $1.81
Caridad Bustamante Hibiki Sato FASM 310 Product Development Donald Levy