FASM245 – Retail Buying Simulation
6-MONTH BUYING PLAN UNIQLO – WOMEN’S BOTTOM JEANS FA L L / W I N T E R 2 0 1 7 - 2 0 1 8
PRESENTED AND PRODUCED BY CHI HANG WONG
CHLOE, YUJUNG CHUNG
DIRECTED AND EDITED BY CHI HANG WONG DESIGN AND LAYOUT RECREATION OF EGOTYPE – BRAND MANUAL
COCO, SIN WING TUNG
FAST RETAILING WAY
CHANGING CLOTHES. CHANGING CONVENTIONAL WISDOM. CHANGE THE WORLD. 2
UNIQLO LIFEWEAR
STORIES TO CHANGE THE WAY WE SEE. CLOTHES TO CHANGE THE WAY WE LIVE. THIS IS LIFEWEAR. SIMPLE MADE BETTER. 3
TA B L E O F C O N T E N T S
01
ABOUT UNIQLO
02
COMPETITIVE ANALYSIS
14 – 24
03
TREND REPORT
25 – 34
04
6-MONTH PLAN
35 – 41
05
ASSORTMENT PLAN
42 – 47
06
STORE ANALYSIS
48 – 53
07
REFERENCE
54 – 57
5 – 13
ABOUT UNIQLO
01 •
COMPANY BACKGROUND
•
UNIQLO IN WORLDWIDE
•
UNIQLO IN HONG KONG
•
CUSTOMER PROFILE – OVERALL
•
UNIQLO WOMEN’S PRODUCT LINE
•
CUSTOMER PROFILE – WOMEN’S BOTTOM JEANS
•
COMPANY OVERVIEW
•
UNIQLO WOMEN’S BOTTOM JEANS LINE
5
ABOUT UNIQLO C O M PA N Y B A C K G R O U N D
Name
Founded
Line of Business
Fast Retailing Co, Ltd.
Yamaguchi, Japan May 1, 1963
• •
Public Japanese retail holding company UNIQLO as its primary subsidiary, it owns other brands, including Comptoir des Cotonniers, Helmut Lang, GU, J Brand, Princesse Tam-Tam and Theory
Uniqlo Co., Ltd.
Yamaguchi, Japan 1949
•
Retail chain operator specializing in in-house designed casual clothing and accessories for men, women, kids and babies of all ages
6
ABOUT UNIQLO UNIQLO IN WORLDWIDE
Americas United States Canada
Asia 48 2
Europe France Russia United Kingdom Germany Belgium
15 11 10 4 2
Japan China South Korea Taiwan Malaysia Philippines Thailand Hong Kong Singapore Indonesia Bangladesh
855 211 133 64 37 35 34 25 25 10 11
Oceania Australia
12
7
ABOUT UNIQLO UNIQLO IN HONG KONG
Hong Kong Island
New Territories
Lee Theatre Flagship Store WTC Store City Plaza Store
New Town Plaza Store V City Store TMT Plaza Store Sunshine City Store Popcorn Store East Point City Store Maritime Square Store Citywalk Store Tai Po Mega Mall Store Yuen Long Plaza Store
Kowloon Harbour City Store MOKO Store Whampoa Garden Store Lok Fu Place Store Langham Place Store Miramar Store Telford Plaza Store Festival Walk Store Olympian City Store APM Store Plaza Hollywood Store
Macau Venetian Macau Store
8
ABOUT UNIQLO CUSTOMER PROFILE - OVERALL
TARGET MARKET
PERCEPTION
• • • • • •
• • • •
Male and female 3 months to 65 years old Newborn and Toddlers Girls and Boys Teenagers Adults
Top casual apparel brand Wide variety of basics Affordable Good quality
MOTIVATION & NEEDS
LIFESTYLE
• • •
• • •
Functionality in style Quality Modernity
Healthy Active Comfortable
Image: UNIQLO Made For All [Digital image]. (2013, March 5). Retrieved March 5, 2017, from http://www.splashofpretty.com/uniqlo/
9
ABOUT UNIQLO UNIQLO WOMEN’S PRODUCT LINE
OUTERWEAR
TOPS
BOTTOMS
INNERWEAR
HOMEWEAR
ACCESSORIES
Jackets & Coats Blouson & Parkas Ultra Light Downs
Dresses Shirts & Blouses T-Shirts Sweaters & Cardigans
Jeans Pants Legging Pants Shorts & Skirts
Bra & Shorts Socks & Legwear Airism Heattech
Loungewear Relaco Room shoes
Shoes Belts Hats Glasses
Images: UNIQLO HK Women [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.uniqlo.com/hk/#!women
10
ABOUT UNIQLO CUSTOMER PROFILE – WOMEN’S BOTTOM JEANS
TARGET MARKET
PERCEPTION
• • • •
•
Female Aged 18 to 65 Teenagers Adults
• • •
Most innovative and authentic denim pieces Good selection of wash and style Affordable Good quality
MOTIVATION & NEEDS
LIFESTYLE
• • • •
• • • •
Range of sizes Durable fabric Affordable price Design details
Casual Dressy casual Smart casual Business casual
Images: UNIQLO Styling Book - Women's Jeans [Digital image]. (n.d.). Retrieved March 7, 2017, from http://www.uniqlo.com/sg/stylingbook/#/women/bottoms/wjeans/
11
ABOUT UNIQLO C O M PA N Y O V E R V I E W
Logo
Founded
Business Type
Subsidiaries Brands
Total Stores (Hong Kong)
Yamaguchi, Japan; 1949
SPA; Japanese casual wear manufacturer and retailer
Comptoir des Cotonniers, Helmut Lang, J Brand, Princesse Tam-Tam, Theory, GU
25 stores
Jeans Style
Price
Size
Wash
Material
• •
HK$299
22” – 29”
• • • •
Ultra Stretch Ultra Stretch High Rise Ankle Skinny Straight Slim Boyfriend Fit Ankle High Rise Smart Shape Kick Flare
- Cotton - Rayon - Polyester - Spandex - Lyocell
Image: UNIQLO Jeans [Digital image]. (2014, October 13). Retrieved March 7, 2017, from http://bubbamama.com/whats-new-at-uniqlo-for-aw-2014/
12
ABOUT UNIQLO UNIQLO WOMEN’S BOTTOM JEANS LINE
ULTRA STRETCH JEANS
ULTRA STRETCH HIGH RISE ANKLE JEANS
SKINNY STRAIGHT JEANS
SLIM BOYFRIEND FIT ANKLE JEANS
HIGH RISE SMART SHAPE JEANS
KICK FLARE JEANS
Stretch fabric moves with excellent rebound rate for a flattering slimming, tightening effect
2-way stretch material to move freely for all-day comfort, with high-rise design that creates long-legged effect
Basic jeans that is cut skinny but not too tight, with an unbelievably smooth, beautiful texture
Rugged and casual design with relaxed slouch waist and rolled hems
High-waisted design with interior power netting in the waist to shape and tone
Curvaceous silhouette with a fitted thighs and flared cuffs for a rough, retro 70s style
Images: UNIQLO HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.uniqlo.com/hk/product/women/bottoms/jeans
13
COMPETITIVE A N A LY S I S
02 •
H&M – COMPANY OVERVIEW
•
H&M – WOMEN’S BOTTOM JEANS LINE
•
GAP – COMPANY OVERVIEW
•
GAP – WOMEN’S BOTTOM JEANS LINE
•
GIORDANO – COMPANY OVERVIEW
•
GIORDANO – WOMEN’S BOTTOM JEANS LINE
•
PERCEPTUAL MAPS
14
ABOUT H&M C O M PA N Y O V E R V I E W
Logo
Founded
Business Type
Subsidiaries Brands
Total Stores (Hong Kong)
Västerås, Sweden; 1947
SPA; Multinational clothing-retail company
Monki, Weekday, Cheap Monday, COS, & Other Stories
20 stores
Jeans Style
Price
Size
Wash
Material
•
HK$99.90 HK$499
24” – 32”
• • • • •
Shaping Skinny Regular Straight Cropped Straight High Patchwork Feather Soft Low Vintage High Cropped 360 Shaping Skinny High
- Cotton - Polyester
Image: H&M Jeans [Digital image]. (2014, September 17). Retrieved March 5, 2017, from http://www.elle.com/fashion/news/a15519/hm-conscious-denim-collection/
15
ABOUT H&M H&M WOMEN’S BOTTOM JEANS LINE
SHAPING SKINNY ANKLE JEANS
STRAIGHT CROPPED JEANS
STRAIGHT HIGH PATCHWORK JEANS
FEATHER SOFT LOW JEANS
VINTAGE HIGH CROPPED JEANS
360° SHAPING SKINNY HIGH JEANS
5-pocket jeans in washed denim with technical stretch that holds and shapes the tummy, thighs and seat, while also keeping the jeans in shape
5-pocket jeans in washed stretch denim with worn details, a high-waist, button fly and slightly shorter, straight legs with raw-edge hems
5-pocket jeans in washed denim in a relaxed fit with a high waist, zip fly and button and straight legs with seams and studs
Ultra-light, softly draping denim that moulds to the body for a feather-light sensation. Fake pockets at the front, real pockets at the back
5-pocket ankle-length jeans in washed denim with hard-worn details in a loose fit with a high waist, low crotch, button fly and straight legs with raw edge hems
5-pocket jeans in sturdy, washed denim with 360° stretch, a multi-stretch function that stretches in four directions for a more comfortable fit
Images: H&M HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.hm.com/hk/en/products/ladies/jeans
16
ABOUT GAP C O M PA N Y O V E R V I E W
Logo
Founded
Business Type
Subsidiaries Brands
Total Stores (Hong Kong)
California, United States; 1969
SPA; American worldwide clothing and accessories retailer
Banana Republic, Old Navy, Athleta, Intermix
6 stores
Jeans Style
Price
Size
Wash
Material
• • • • • •
HK$299 $HK599
23” – 30”
Easy Leggings True Skinny Real Straight Best Girlfriend Baby Boot Trend Setters
- Cotton - Polyester - Lycra
Image: GAP Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.livegap.cl/wp-content/uploads/2015/12/PIC1.jpg
17
ABOUT GAP GAP WOMEN’S BOTTOM JEANS LINE
EASY LEGGINGS JEANS
TRUE SKINNY JEANS
REAL STRAIGHT JEANS
BEST GIRLFRIEND JEANS
BABY FOOT JEANS
TREBD SETTERS JEANS
High stretch 1969 denim, skinny through the hip and thigh with whiskering and heavy fading
Medium stretch 1969 denim, slim through the hip and thigh with subtle whiskering
Vintage-inspired 1969 denim with just a bit of stretch, slim through the hip and thigh with fading and subtle whiskering
Light stretch 1969 denim, easy through the hip and thigh with whiskering, fading and destruction detailing
Medium stretch 1969 denim, mid rise, skinny through the hip and thigh. Patch pockets at front and back with boot-cut leg opening
1969 denim without stretch, easy through hip and thigh. Patch pockets at front and back with wide leg opening from the knee below
Images: GAP HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.gap.hk/category/31.html#side
18
ABOUT GIORDANO C O M PA N Y O V E R V I E W
Logo
Founded
Business Type
Subsidiaries Brands
Total Stores (Hong Kong)
Hong Kong, China; 1981
Hong Kong based International Retailer
Giordano Junior, Giordano Ladies, BSX, Beau Monde
73 stores
Jeans Style
Price
Size
Wash
Material
• • •
HK$230 HK$362
23” – 31” S – XL
• • •
Classic Skinny Tapered Mid Rise Slim Tapered Elastic Slim Whiskered Skinny Elastic-waisted culottes
- Cotton - Polyester - Lycra
Image: GIORDANO Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.josourmagazine.ae/english/index.php/2011-09-16-13-42-42/152-shopping/959-denim-is-back-at-giordano
19
ABOUT GIORDANO GIORDANO WOMEN’S BOTTOM JEANS LINE
CLASSIC SKINNY JEANS
TAPERED JEANS
MID RISE SLIM TAPERED JEANS
ELASTIC SLIM JEANS
WHISKERED SKINNY JEANS
ELASTIC-WAISTED CULOTTES JEANS
Medium thickness denim, 5-pocket styling, with slight whiskering and fading throughout, button closure and zip fly
Heavy thickness denim, mid rise, slim fit with front slant pockets, rear patch pockets, button closure and zip fly
Medium thickness denim, with slight fading and whiskering. Front slant pockets and rear patch pockets with belt loop
Medium thickness denim, 5-pocket styling, with button closure and zip fly
Medium thickness denim, with slight whiskering and fading throughout. Front slant pockets, rear patch pockets, button closure, zip fly and belt loop
Medium thickness denim, easy fit with front slant pockets, elastic waist, button closure and zip fly
Images: GIORDANO HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.giordano.com/HK/en-US/C1.aspx?TabID=100020&SKeyWord=291000&BND=GIO
20
PERCEPTUAL MAP HONG KONG MARKET Survey Results – Q8
Quality VS. Price High Quality Credibility
Prestige Price
Affordability
Low Quality Credibility
Source: Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
Source: Chung, Y.J., Wong, C.H., & Tung, S.W. (2017, January 30). Perceptual Maps. A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
21
PERCEPTUAL MAP HONG KONG MARKET Survey Results – Q5
Size VS. Price
Most Asian-fit / Petite sizes Availability
Prestige Price
Affordability
Least Asian-fit / Petite sizes Availability
Source: Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
Source: Chung, Y.J., Wong, C.H., & Tung, S.W. (2017, January 30). Perceptual Maps. A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
22
PERCEPTUAL MAP HONG KONG MARKET Survey Results – Q6 & Q7
Source: Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
23
PERCEPTUAL MAP HONG KONG MARKET Brand Preference VS. Price
High Brand Preference
Prestige Price
Affordability
Low Brand Preference
Source: Chung, Y.J., Wong, C.H., & Tung, S.W. (2017, January 30). Perceptual Maps. A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
24
TREND REPORT
03 •
TREND REPORT – DENIM WASH AND FINISH TREND 2017/2018
•
TREND REPORT – WOMEN’S DENIM PRE-FALL 2017
•
JEANS REPORT – SELVEDGE DENIM JEANS
•
NEW PRODUCT LAUNCH – WOMEN SELVEDGE ANKLE LENGTH JEANS
25
TREND REPORT D E N I M WAS H & F I N I S H T R E N D 2 0 1 7 / 2 0 1 8
DENIM WASH 61 BLUE
62 BLUE
Source: Kurazawa, D. (2016). Denim Wash & Finish Trends Mid-Season S/S 17 Colour (p.10, Rep.). WGSN Report / Forecast.
26
TREND REPORT W O M E N ’ S D E N I M P R E - FAL L 2 0 1 7
WOMEN’S DENIM JEANS SLIM BOYFRIEND FIT
KICK FLARE
Source: Trotman, S. (n.d.). Women's Denim Catwalk Pre-Fall 2017 (pp. 4,6 & 7, Rep.). WGSN Report / Forecast.
27
JEANS REPORT S E LV E D G E D E N I M J E A N S
“SELF-EDGE�
DENIM DETAIL COLORED SELVEDGE
COLORED WEFT
Selvedge refers to how the fabric has been woven. Almost all woven fabrics are composed of two parts with two parts: warp yarns (the ones that run up and down) and weft yarns (the ones that run side to side). Selvedge denim has seen a recent resurgence alongside vintage workwear styles from the 40s and 50s. With the current rise in popularity, a retail store most likely offer a wide variety of option.
Images: Selvedge Denim Jeans [Digital image]. (n.d.). Retrieved March 8, 2017, from Google Image Search Engine
28
NEW PRODUCT LAUNCH • MODERN • CLASSIC • V I N TA G E
Image: UNIQLO Denim Innovation [Digital image]. (n.d.). Retrieved March 5, 2017, from https://www.uniqlo.com/denim_innovation/us/
29
I N N O VAT I O N MEETS TRADITION
TRADITION
H I G H E S T- G R A D E D C O T TO N
DESIGN & FIT
TECHNOLOGY
Source: UNIQLO Denim Innovation [Digital image]. (n.d.). Retrieved March 5, 2017, from https://www.uniqlo.com/denim_innovation/us/
30
KAIHARA DENIM
SPINNING
DYEING
WEAVING
FINISHING
Source: UNIQLO Innovation meets Tradition [Insight into UNIQLO's Kaihara denim]. (2017, January 12). Retrieved March 5, 2017, from https://www.uniqlo.com/us/en/timeline/detail/201701121394/
31
#01 CLASSIC ELEGANCE
#02 FAS H I O N A B L E
#03 70s RETRO-GLAM Source: UNIQLO Ines De La Fressange Exclusive Collection [Digital image]. (n.d.). Retrieved March 7, 2017, from http://www.uniqlo.com/inesfw/hk/
32
Survey Results – Q5
NEW
Survey Results – Q8
The Premium Jeans
WOMEN S E LV E D G E A N K L E LENGTH JEANS HK$399.00 22” – 29” 100% Cotton Machine Wash Cold
Made with 100% cotton selvedge denim that acquires unique fading with rolled-up cuffs details. Added 1cm to the rise of the waist for extra comfort. Source: Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
Source: Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
33
NEW
The Premium Jeans
WOMEN S E LV E D G E A N K L E LENGTH JEANS
GENIUNE DENIM
UNIQUE TEXTURE
ROLL UP HEM
RED EAR STITCHING ACCENTS
HK$399.00 22” – 29” 100% Cotton Machine Wash Cold
Made with 100% cotton selvedge denim that acquires unique fading with rolled-up cuffs details. Added 1cm to the rise of the waist for extra comfort.
34
6-MONTH PLAN
04 •
KEY FINDINGS – HOLIDAYS & OBSERVATIONS
•
KEY FINDINGS – NET SALES (LY & PY)
•
KEY FINDINGS – STOCK TO SALES RATIO (LY & PY)
•
KEY FINDINGS – SEASON TOTAL (LY & PY)
35
6-MONTH PLAN K E Y F I N D I N G S – H O L I D AY S & O B S E R VA N C E S QUARTER MONTH YEAR
Q1
Q1
Q1
Q2
Q2
Q2
SEP
OCT
NOV
DEC
JAN
FEB
2016 – 2017
29%
35%
36%
38%
30%
32%
2017 – 2018
29%
35%
36%
38%
30%
32%
HOLIDAYS & OBSERVANCES: CALENDER OF 2017 - 2018 MONTH
October
Change in season – Fall / Winter Change in weather – Cod and humid (approx. 15 - 20°C) New product launch – W Selvedge Ankle Length Jeans
DATE
1 October 2 October 5 October 28 October
National Day of the People’s Republic of China ‘National Day of the People’s Republic of China’ observed Day after Mid-Autumn Festival Chung Yeung Festival
25 December 26 December
Christmas Day Boxing Day
14 February 16 February 17 February 19 February
Valentine’s Day Chinese Lunar New Year’s Day Second day of Chinese Lunar New Year Third day of Chinese Lunar New Year
Source: Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472 Year 2017-2018 Calendar – Hong Kong. (n.d.). Retrieved March 9, 2017, from https://www.timeanddate.com/calendar/?year=2017&country=42
36
6-MONTH PLAN K E Y F I N D I N G S – N E T S A L E S ( LY & P Y )
QUARTER MONTH YEAR
NET SALES
Q1
Q1
Q1
Q2
Q2
Q2
SEP
OCT
NOV
DEC
JAN
FEB
SEASON TOTAL
2016 – 2017
29%
35%
36%
38%
30%
32%
2017 – 2018
29%
35%
36%
38%
30%
32%
Last Year
$784.34
$946.64
$973.66
$986.64
$778.93
$830.85
$5,301.02
Plan Year
$878.46
$1,060.20
$1,090.50
$1,105.04
$872.40
$930.56
$5,937.15
% Inc / Dec
12.0%
12.0%
12.0%
12.0%
12.0%
12.0%
% by Month
14.8%
17.9%
18.4%
18.6%
14.7%
15.7%
Source: Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan – Net Sales (LY & PY) (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472
37
6-MONTH PLAN K E Y F I N D I N G S – N E T S A L E S ( LY & P Y ) Net Sales (LY & PY)
US Dollars in Thousands
Last Year (2016 – 2017) Plan Year (2017 – 2018)
SEP
OCT
NOV
DEC
JAN
FEB
Months of 2016/2017 and 2017/2018
Source: Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan – Net Sales (LY & PY) (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472
38
6-MONTH PLAN K E Y F I N D I N G S – S T O C K T O S A L E S R AT I O ( LY & P Y )
QUARTER MONTH YEAR
STOCK/SALES RATIO
Q1
Q1
Q1
Q2
Q2
Q2
SEP
OCT
NOV
DEC
JAN
FEB
2016 – 2017
29%
35%
36%
38%
30%
32%
2017 – 2018
29%
35%
36%
38%
30%
32%
Last Year
2.5
2.7
2.6
3.0
3.0
2.7
Plan Year
2.4
2.8
2.6
3.1
2.5
3.0
Source: Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan – Stock to Sales Ratio (LY & PY) (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472
39
6-MONTH PLAN K E Y F I N D I N G S – S T O C K T O S A L E S R AT I O ( LY & P Y ) Stock to Stock Ratio
Stock to Stock Ratio
Last Year (2016 – 2017) Plan Year (2017 – 2018)
SEP
OCT
NOV
DEC
JAN
FE
Months of 2016/2017 and 2017/2018
Source: Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan – Stock to Sales Ratio (LY & PY) (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472
40
6-MONTH PLAN K E Y F I N D I N G S – S E A S O N T O TA L ( LY & P Y )
SEASON TOTAL Sales Markup % Markdown % Gross Margin %
Average Stock Turnover
LAST YEAR
PLAN
$5,301.02
$5,937.15
11%
12%
8%
8%
48.84%
46.9%
$2,322.03
$2,585.97
2.28
2.30
Source: Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan – Season Total (LY & PY) (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472
41
ASSORTMENT PLAN
05 •
ASSORTMENT BY ATTRIBUTE
•
ASSORTMENT BY FABRICATION
•
ASSORTMENT BY WASH
•
ASSORTMENT BY SIZE (WAIST)
•
ASSORTMENT BY PRICE
42
ASSORTMENT PLAN A S S O R T M E N T B Y AT T R I B U T E NEW
ULTRA STRETCH JEANS
ULTRA STRETCH HIGH RISE ANKLE JEANS
SKINNY STRAIGHT JEANS
SLIM BOYFRIEND FIT ANKLE JEANS
HIGH RISE SMART SHAPE JEANS
KICK FLARE JEANS
SELVEDGE ANKLE JEANS
25%
15%
15%
15%
10%
10%
10% 43
ASSORTMENT PLAN A S S O R T M E N T B Y F A B I C AT I O N
COTTON
RAYON
LYOCELL
POLYESTER
SPANDEX
63%
15%
15%
4%
3% 44
ASSORTMENT PLAN AS S O R T M E N T B Y WAS H TREND WASH
KEY WASH
TREND WASH
00 WHITE
01 OFF WHITE
61 BLUE
62 BLUE
63 BLUE
64 BLUE
65 BLUE
10%
2%
9%
9%
3%
3%
15% KEY WASH
KEY WASH
66 BLUE
67 BLUE
68 BLUE
69 NAVY
04 GRAY
05 GRAY
09 GRAY
3%
3%
3%
15%
5%
5%
15% 45
ASSORTMENT PLAN AS S O R T M E N T B Y S I Z E ( WAI S T ) KEY SIZE
KEY SIZE
KEY SIZE
22”
23”
24”
25”
26”
27”
28”
29”
7%
8%
8%
18%
20%
20% 11% 8% 46
ASSORTMENT PLAN ASSORTMENT BY PRICE NEW
HK$299.00
HK$399.00
90%
10% 47
STORE A N A LY S I S
06 •
STORE TYPES AND LOCATIONS
•
FLAGSHIP STORE – LEE THEATRE FLAGSHIP STORE
•
LARGE STORE – HARBOUR CITY STORE
•
STANDARD STORE – WHAMPOA GARDEN STORE
•
SMALL STORE – LANGHAM PLACE STORE
48
S T O R E A N A LY S I S S T O R E T Y P E S & L O C AT I O N S
Flagship Store
Large Store
Lee Theatre Flagship Store
Habour City Store MOKO Store
Standard Store
Small Store
Miramar Store City Plaza Store WTC Store Festival Walk Store Telford Plaza Store Olympian City Store V City Store Popcorn Store Venetian Macau Store Plaza Hollywood Store Lok Fu Place Store Whampoa Garden Store TMT Plaza Store
New Town Plaza Store Citywalk Store Maritime Square Store Tai Po Mega Mall Store Yuen Long Plaza Store East Point City Store APM Store Langham Place Store Sunshine City Store
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S T O R E A N A LY S I S F L A G S H I P S T O R E : L E E T H E AT R E F L A G S H I P S T O R E G/F
B2 FITTING ROOM
CASHIER ENTRANCE 3
MEN
WOMEN
ESCALATOR
UT GRAPHIC TEE
MEN
WOMEN
SALE ACC
WOMEN INNERWEAR
SALE
WOMEN
MEN
WOMEN
WOMEN
WOMEN
INNERWEAR & HOMEWEAR
SALE SALE
WOMEN
ENTRANCE 2 ESCALATOR
MEN
WOMEN SALE MAIN ENTRANCE
STORE TYPE
STORE
# OF FLOORS
SIZE
WOMEN’S BOTTOM DENIM DEPARTMENT
A Volume Door : Flagship
Lee Theatre Flagship Store
G/F, B1 & B2
37,500 sq ft
1,375 sq ft
B Volume Door: Large
Harbour City Store
L3/F
18,000 sq ft
1,040 sq ft
C Volume Door: Standard
Whampoa Garden Store
G/F & B1
11,000 sq ft
530 sq ft
D Volume Door: Small
Langham Place Store
L5/F
7,620 sq fr
440 sq ft 50
S T O R E A N A LY S I S LARGE STORE: HARBOUR CITY STORE L3/F MEN
KIDS
KIDS
KIDS
KIDS
MEN
KIDS
MEN
MEN ENTRANCE 1
MEN
MEN
WOMEN
WOMEN
CASHIER WOMEN
WOMEN
ENTRANCE 2 WOMEN
WOMEN
WOMEN
WOMEN
FITTING ROOM
WOMEN
WOMEN
WOMEN
STORE TYPE
STORE
# OF FLOORS
SIZE
WOMEN’S BOTTOM DENIM DEPARTMENT
A Volume Door : Flagship
Lee Theatre Flagship Store
G/F, B1 & B2
37,500 sq ft
1,375 sq ft
B Volume Door: Large
Harbour City Store
L3/F
18,000 sq ft
1,040 sq ft
C Volume Door: Standard
Whampoa Garden Store
G/F & B1
11,000 sq ft
530 sq ft
D Volume Door: Small
Langham Place Store
L5/F
7,620 sq fr
440 sq ft 51
S T O R E A N A LY S I S S TA N D A R D S T O R E : W H A M P O A G A R D E N S T O R E G/F FITTING ROOM
WOMEN
SALE
WOMEN
STAIRCASE WOMEN
INNERWEAR
SALE ACC
WOMEN
HOMEWEAR SALE
WOMEN
CASHIER
MAIN ENTRANCE WOMEN
WOMEN
WOMEN
STORE TYPE
STORE
# OF FLOORS
SIZE
WOMEN’S BOTTOM DENIM DEPARTMENT
A Volume Door : Flagship
Lee Theatre Flagship Store
G/F, B1 & B2
37,500 sq ft
1,375 sq ft
B Volume Door: Large
Harbour City Store
L3/F
18,000 sq ft
1,040 sq ft
C Volume Door: Standard
Whampoa Garden Store
G/F & B1
11,000 sq ft
530 sq ft
D Volume Door: Small
Langham Place Store
L5/F
7,620 sq fr
440 sq ft 52
S T O R E A N A LY S I S SMALL STORE: LANGHAM PLACE STORE L5/F FITTING ROOM
MEN
MEN
CASHIER MEN
MEN
WOMEN
WOMEN
MEN WOMEN
MEN
SALE
WOMEN
WOMEN
WOMEN
WOMEN
WOMEN
STORE TYPE
STORE
# OF FLOORS
SIZE
WOMEN’S BOTTOM DENIM DEPARTMENT
A Volume Door : Flagship
Lee Theatre Flagship Store
G/F, B1 & B2
37,500 sq ft
1,375 sq ft
B Volume Door: Large
Harbour City Store
L3/F
18,000 sq ft
1,040 sq ft
C Volume Door: Standard
Whampoa Garden Store
G/F & B1
11,000 sq ft
530 sq ft
D Volume Door: Small
Langham Place Store
L5/F
7,620 sq fr
440 sq ft 53
REFERENCE
07 •
REPORT / SURVEY / WEBSITE REFERENCE
•
IMAGE REFERENCE
•
FIGURE REFERENCE
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C I TAT I O N S REPORT / SURVEY / WEBSITE REFERENCE Kurazawa, D. (2016). Denim Wash & Finish Trends Mid-Season S/S 17 Colour (p. 10, Rep.). WGSN Report / Forecast. Trotman, S. (n.d.). Women's Denim Catwalk Pre-Fall 2017 (pp. 6-7, Rep.). WGSN Report / Forecast. Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 24). Survey: A Study of Retail Customer Profile - Part A (Rep.). Retrieved https://www.surveymonkey.com/results/SM-NT6M2XD3/
Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). Survey: A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/ Year 2017-2018 Calendar – Hong Kong. (n.d.). Retrieved March 9, 2017, from https://www.timeanddate.com/calendar/?year=2017&country=42
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C I TAT I O N S IMAGE REFERENCE GAP HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.gap.hk/category/31.html#side GAP Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.livegap.cl/wp-content/uploads/2015/12/PIC1.jpg GIORDANO HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.giordano.com/HK/enUS/C1.aspx?TabID=100020&SKeyWord=291000&BND=GIO
GIORDANO Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.josourmagazine.ae/english/index.php/2011-09-16-13-42-42/152-shopping/959denim-is-back-at-giordano H&M HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.hm.com/hk/en/products/ladies/jeans H&M Jeans [Digital image]. (2014, September 17). Retrieved March 5, 2017, from http://www.elle.com/fashion/news/a15519/hm-conscious-denim-collection/ UNIQLO Denim Innovation [Digital image]. (n.d.). Retrieved March 5, 2017, from https://www.uniqlo.com/denim_innovation/us/
UNIQLO HK Women [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.uniqlo.com/hk/#!women UNIQLO HK Women's Jeans [Digital image]. (n.d.). Retrieved March 5, 2017, from http://www.uniqlo.com/hk/product/women/bottoms/jeans UNIQLO Ines De La Fressange Exclusive Collection [Digital image]. (n.d.). Retrieved March 7, 2017, from http://www.uniqlo.com/inesfw/hk/ UNIQLO Innovation meets Tradition [Insight into UNIQLO's Kaihara denim]. (2017, January 12). Retrieved March 5, 2017, from https://www.uniqlo.com/us/en/timeline/detail/201701121394/
UNIQLO Jeans [Digital image]. (2014, October 13). Retrieved March 7, 2017, from http://bubbamama.com/whats-new-at-uniqlo-for-aw-2014/ UNIQLO Made For All [Digital image]. (2013, March 5). Retrieved March 5, 2017, from http://www.splashofpretty.com/uniqlo/ UNIQLO Styling Book - Women's Jeans [Digital image]. (n.d.). Retrieved March 7, 2017, from http://www.uniqlo.com/sg/stylingbook/#/women/bottoms/wjeans/
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C I TAT I O N S FIGURE REFERENCE Chung, Y.J., Wong, C.H., & Tung, S.W. (2017, January 30). Perceptual Maps. A Study of Retail Customer Profile - Part A (Rep.). Retrieved https://www.surveymonkey.com/results/SM-NT6M2XD3/ Chung, Y.J., Wong, C.H., & Tung, S.W. (2017, January 30). Perceptual Maps. A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/ Tung, S. W., Chung, Y.J., & Wong, C.H. (2017, March 9). 6-Month Plan (Rep.). Retrieved https://docs.google.com/spreadsheets/d/1LAO265peCaxlFJ6qU876upn393-7PO-Mt9lvedjlL6o/edit#gid=823003472 Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 24). Survey: A Study of Retail Customer Profile - Part A (Rep.). Retrieved https://www.surveymonkey.com/results/SM-NT6M2XD3/ Wong, C. H., Chung, Y.J., & Tung, S.W. (2017, January 28). Survey: A Study of Retail Customer Profile - Part B (Rep.). Retrieved https://www.surveymonkey.com/results/SM-HDCLCXD3/
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