ASSIGNMENT #3:
ASOS - SPRING/SUMMER 2016 PRIVATE LABEL PRODUCT DEVELOPMENT - 310-01 - DONALD LEVY
TYLER ANDERSON - MARIANA FLORES - DANIELA GONSALVES
WELCOME, 3. Introductions 4. Target customer 5.Design inspiration board 6.Groovy Baby trend 8. Color story 9. Print story 11. Manufacturer 12. Groovy Baby line up
“Asos wants to become the world’s NO. 1 online fashion destination for 20 something’s.” This global fashion brand is for early to mid 20 year olds of the fashion world. With cutting-edge “fast fashion,” they offer a wide range of garments. This British brand is an online retailor that offers 850 fashion and beauty brands. Started in June 2000 in London, England the company has been growing non-stop bring in around 975.5M Euros annually.
TARGET CUSTOMER
*fashion conscious *male/female *millennial between *ages of 16-30 *shops cutting-edge items *Innovator and trendsetter *values quality and style over price *Mid- higher income
Asos customers are creative merchants who are well informed about the latest news and trends in the realm of social media. They live fast-paced environments, expect the best customer service, look for a vast majority of options, and share life via technology. The Asos customer likes to shop contemporary fast fashion, but will also invest in contemporary designers for accessories. These creatives shop at Zara, Topshop, Nasty Gal, and SSENSE because they anticipate an upward flow, very influenced by streetstyle, fashion bloggers, and so by fashion runways. Asos customers are style authorities always following the latest word in fashion.
Groovy Baby SPRING/SUMMER 2016 DESIGN INSPIRATION
Asos customer looks to runway shows and street style blogs to pull inspiration for tomorrow’s trendy #OOTD, which is where we pulled our inspiration. Our research lead us to Voguerunway.com and WGSN.com to compile our inspiration for colors, patterns and silhouettes. We looked at to Gucci and focused on the playfulness of their collection. While also looking at Elie Saab and studied how they used lines to highlight the body in certain areas, while looking at the silhouette lengths on style bloggers and celebrities.
Groovy Baby It’s all about the past; commemorating style trends that once thrived on every street and adding a modern twist to move on. This retrospective brought back the 70’s inspired trend this year and now designers like Gucci, D&G, Burberry, Mary Katrantzou, among others, quintessentially collected from a variety of eras to upgrade the bohemian look into Customers who shop at ASOS are trendsetters and innovators, well informed about the latest news and trends in the realm of social media. Just like they live fastpaced environments and share life via technology, they feel the need to be up to date with street style trends and fashion at all times. We believe that “Groovy Baby” is the cutting-edge trend that will strike this season by upgrading historical and cultural references of the 60’s and reinterpreting them for the contemporary consumer. The 60’s were all about expression, building up personalities and showing off through pops of colors, bold prints and strong silhouettes. During this time anything and everything went, fashion was so wrong, that it is now right. This was a time in history when everything from the first women’s right movement, to Woodstock. (Essential the first “Free the Nipple” campaign). Women began wearing pant suits, Peasant Blouses and overalls, while also being able to wear loose fitting clothes, shear fabrics and let their hair flow in the wind. Now in 2015 women are feeling more empowered and celebrated rather than repressed. Celebrating the body of a women and not being afraid
to show off one’s true personality, it’s getting back to the free nature of the 60’s. Also music festivals like, Burning man, Coachella and Made in America are starting to change the face of fashion and the festival scene. Much like Woodstock. “Groovy baby” has a strong reference in the 1960’s, an era marked by space exploration, mod style, hippie counterculture, and a controversial war. We believe it is a relevant source of inspiration for sophisticated design, elevated novelty and pop-culture reference while focusing on subversive color and texture. “Groovy baby” is a playful, energetic summer story that evokes a sense of softness by using subtle texture and color. It also includes bold, graphic prints that emerge in the form of spliced stripes, graphic panels of pattern, and black outlines to update the color-block tailored look. While florals overhauled with a bohemian approach they now condense to ditsy scales to provide a move on from the popular 1970s trend. These vibrant screen-prints are blocked, layered and striped together, moving the 60’s graphic looks away from geometric design. Peached, tufted and flocked surfaces emerge in a palette of subdued pastels and washed-out brights. Over-the-top decoration and embellishment take on a new sophisticated relevance where DIY meets high-end, elevating sugary studs, sequins and diamantes to couture levels.
Groovy Baby SPRING/SUMMER 2016 THEME
Groovy Baby SPRING/SUMMER 2016 COLORS
Color’s found on WGSN
SWEET CHEEKS
LOVE BERRY
LOVERS KISS
BITTERSWEET
APRICOT
PALE BLUE
GREEN GODDESS
FLOWER CHILD
BABIES BREATH
Groovy Baby SPRING/SUMMER 2016 PATTERNS GROOVY FLORAL
BITTER FLORAL
Patterns found on WGSN
DARKN' GROOVY FLORAL
LINED KISSES
SWEET BREATH CHEZ
PALE BREATH CHEZ
Groovy Baby SPRING/SUMMER 2016 MAIN PATTERNS GROOVY FLORAL DARKN' GROOVY FLORAL
Shown about are the two pattern repeats, screen printed over our woven polyester and elastane fabric.
MANUFACTURER ShaoXing Zhongke Textile Co., LTD. Garment manufacturer with well-equipped testing facilities and strong technical force. The company provides good quality, reasonable prices and is mainly engaged in cotton, polyester, rayon, linen, viscose, etc.
Groovy Baby
by
BASIC WOVEN TOP
ASOS - FALL 2015 Colourblock Tipped Tee
M M
This basic top is created from 100% cotton, with a soft-touch jersey hand. Rounded neck and contrast trims around the arms and neck add a little extra detail. This regular fitting top is available in the one dual color option; White/dark red, but is available in a wide size range, US 4- US 18.
NEW BASIC WOVEN TOP
ASOS - S/S 2016
Outlined Colourblocked Tipped Tee M
What is it?
This basic woven top is created from 100% cotton. The top features a scoop neckline and straight cut that resembles a shift silhouette. This style has contrasting trims around the sleeves and a double trim decoration at the bottom. This top has a soft hand and although it appears to be knitted, its woven construction gives it a more structured fit.
Where did it come from?
This style upgrades our last season basic top by adopting the new color palette and a 60’s reference to black outlines that update the color-block tailored look. This woven structure mixed along with bold outlines and soft contrasting trims gives our basic top almost a sartorial approach that customers will be able to pair with anything from day to night. Our new basic top presented in 5 different colorways recalls the soft sugary shades and bright accents that the “Groovy Baby” theme presents.
COST SHEET - Basic Top M
Date: Style # Size Range: Label: Description:
11/09/2015 Revised Date: 738210 Season: Spring 2016 0-14 Classification: Women's Groovy Baby Group Name: Basic woven top with soft-touch jersey hand. Rounded neck. and two contrast trims around the arms and neck
COMPONENT COSTS: FABRIC COSTS: Outer shell (100% cotton)
(TOTAL FABRICS) TRIM COSTS: Contrast trim (100% cotton) Brand Label Care Label Thread
Style number: 738210 Style description: Basic woven top, soft to the touch. With rounded neck and two contrast trims around the arms and neck Number of color choices (CC’s):3 Fabric content: 100% cotton Fabric construction: Woven Seam construction: flat seam Size Range: US 0-14 Country of origin: China Target cost price: $10.60 Target retail price: $29.99 Average pieces per color, per size: 70 Number of stores/doors (fact based): Online-Only Total Units to be placed/ ordered:1,200 Total cost: $12,720 Total Retail: $35,988 In store date: 03/15/2016
Yds/Qty 2.000
Unit Pro
$ Amount
2.250
$4.500
$4.500 1.500 1.000 1.000
0.450 0.100 0.050
$0.675 $0.100 $0.050 $0.000 $0.000 $0.000 $0.000 $0.825
1.000 1.000 1.000 1.000
0.150 0.100 0.400 4.300
$0.150 $0.100 $0.400 $4.300
(TOTAL TRIMS) CMT/LABOR COSTS: Grading Marking Cutting Make Charges (Labor)
(TOTAL LABOR) PACKING MATERIALS: Zip Lock Bag Outer Box (TOTAL PACKING) TOTAL COST WHOLESALE PRICE MARKUP PERCENTAGE SURCHARGE MISC RETAIL PRICE
$4.950
1.000 1.000
0.250 0.075
$0.250 $0.075 $0.325 $10.600 N/A
64% $
$0.550 29.99
Front Sketch
FASHION WOVEN TOP
ASOS - FALL 2015 High Neck Tunic W/ Open Back
This top is a created from 60% Polyester, 33% Viscose, and 7% Elastane creating a thick woven fabric. With a cut-out back and darts on the bust add to create an attractive shape. There are also double button fastenings on the back. This shirt only comes in one color; Rust, with a wide range of sizing options US 4- US 18.
NEW FASHION WOVEN TOP
ASOS - S/S 2016
High Neck cropped tee W/ Open Back What is it? This top is a created from 60% Polyester, 33% Viscose, and 7% Elastane. This cropped tee has cut-outs back. There are also three button fastenings on the back, one on the colar and two on the straps. This shirt comes in three different colors; Bitter Sweet, Apercoit and Flower Child. Also with a wide range of sizing options US 4- US 18
Where did it come from? This style upgrades our last season basic top by adopting the new color palette and a 60’s reference to Mod aesthetic. With playful color, big bold details, circles and play on lines. Our main inspiration for this design was designer Jean Patou. Patou much like other designers at this time used a playful color pallet, big buttons and a fit that showed off women’s personalities. One of Patou’s signatures was a trench coat with contrasting button, high collars and fits that moved with the body. “Groovy Baby” is created with modern in mind, but keeping the 60’s detail aesthetic in mind.
COST SHEET - Fashion Top
Date: Style # Size Range: Label: Description:
COMPONENT COSTS: FABRIC COSTS: Outer shell (60% Polyester, 33% Viscose, and 7% Elastane)
11/09/2015 Revised Date: 720687 Season: Spring 2016 0-14 Classification: Women's Groovy Baby Group Name: Crop Top with cutout back and darts on the bust. Includes 3 fashionable buttons to fasten the back.
Yds/Qty 2.500
Unit Pro
$ Amount
3.000
$7.500
(TOTAL FABRICS)
Style number: 697566 Style description: Crop Top with cut-out back and darts on the bust add to create an attractive shape. There are also fashionable buttons that fasten each one of the strips on the back. Number of color choices (CC’s): 2 Fabric content: from 60% Polyester, 33% Viscose, and 7% Elastane Fabric construction: woven Seam construction: flat seam Size Range:US 0-14 Country of origin: China Target cost price:$5 Target retail price:$30 Average pieces per color, per size: 67 Number of stores/doors (fact based): Online-Only Total Units to be placed/ ordered: 950 Total cost $4,750 Total Retail $ 28,500 In store date: 03/15/2016
TRIM COSTS: 4-Hole Button Brand Label Care Label Thread
$7.500 4.000 1.000 1.000
0.500 0.100 0.050
$2.000 $0.100 $0.050 $0.000 $0.000 $0.000 $0.000 $2.150
1.000 1.000 1.000 1.000
0.150 0.100 0.400 6.300
$0.150 $0.100 $0.400 $6.300
(TOTAL TRIMS) CMT/LABOR COSTS: Grading Marking Cutting Make Charges (Labor)
(TOTAL LABOR) PACKING MATERIALS: Zip Lock Bag Outer Box (TOTAL PACKING)
$6.950
1.000 1.000
0.250 0.075
$0.250 $0.075 $0.325
TOTAL COST WHOLESALE PRICE MARKUP PERCENT SURCHARGE MISC RETAIL PRICE
$16.925 N/A 66% $
$0.210 49.99
Front Sketch
PRINT WOVEN TOP
ASOS - FALL 2015 Checked T-Shirt in Shrunken Fit
This exclusive ASOS top is crafted from 90% Polyester and 10% Elastane, creating a lightweight, soft-touch woven fabric. The checked design is offered in this one multi color design, Camel, black, cream and red, and is available in sizes US 6 – US 16. The shirt is a slim fit- cut closely to the body and has a rounded neckline.
NEW PRINT WOVEN TOP
ASOS - S/S 2016
Floral printed T-Shirt w/ Shrunken Fit What? Where did it come from? This style upgrades our last season basic top by adopting the new color palette and a 60’s reference to the heavy influencer of the art community in the 60’s. Which created bold in your face patterns and designs that made for a psychedelic, groovy time. Looking at artist like Johnny- Tapete, and Hilke MacIntyre really inspired our design. Our abstract, yet geometric floral pattern is a play on the flower child’s of this time, the children that inspired “Groovy Baby.”
COST SHEET - Print Top
Date: Style # Size Range: Label: Description:
COMPONENT COSTS: FABRIC COSTS: Outer shell ( 90% Polyester 10% Elastane)
11/09/2015 Revised Date: 720687 Season: Spring 2016 0-14 Classification: Women's Groovy Baby Group Name: Lightweight basic fit to body top. Groovy floral print design (multi-color) 2 colorways
Yds/Qty 2.000
Unit Pro
$ Amount
3.000
$6.000
(TOTAL FABRICS) TRIM COSTS: Brand Label Care Label Thread
Style number: 720687 Style description: lightweight, soft-touch woven fabric. Offered in a groovy floral print design (multi-color) Number of color choices (CC’s): 2 Fabric content: 90% Polyester 10% Elastane Fabric construction: woven Dyeing or Printing technique: Digitally printed Seam construction: French seam Size Range: US 2-12 Country of origin: China Target cost price:$2.25 Target retail price:$16 Average pieces per color, per size:83 Number of stores/doors (fact based) Online only Total Units to be placed/ ordered:1000 Total cost $2,250 Total Retail $16,000 In store date: 03/15/2016
$6.000 1.000 1.000
0.100 0.050
$0.100 $0.050 $0.000
(TOTAL TRIMS) CMT/LABOR COSTS: Grading Marking Cutting Screen Printing Make Charges (Labor)
$0.150
1.000 1.000 1.000 1.000 1.000
0.150 0.100 0.400 2.000 4.300
$0.150 $0.100 $0.400 $2.000 $4.300
(TOTAL LABOR) PACKING MATERIALS: Zip Lock Bag Outer Box (TOTAL PACKING) TOTAL COST WHOLESALE PRICE MARKUP PERCENTAGE SURCHARGE MISC RETAIL PRICE
$6.950
1.000 1.000
0.250 0.075
$0.250 $0.075 $0.325 $13.425 N/A
66% $
$0.500 39.99
Front Sketch
ASOS - S/S 2016 GROOVY BABY Total cost= $42,223.75 Total retail=$123,486.05 M
Basic Tee
Cost= $10.600 Retail= $29.99 Total cost=$12,720 Total retail=$35,988
Printed Fashion tee Cost=$13.425 Retail=$39.99 Total Cost=$13,425 Total retail=$39,999
Embestied Crop Tee Cost=$16.925 Retail=$49.999 Total Cost=$16,078.75 Total Retail=$47,499.05
BIBLIOGRAPHY “Soft Pop.” WGSN.com. N.p., 18 Feb. 2015. Web. 26 Oct. 2015. “Spring 2016 Ready-to-Wear Fashion Shows - Vogue.” Spring 2016 Ready to Wear Fashion Shows Vogue. N.p., 8 Sept. 2015. Web. 26 Oct. 2015. “Womens Tops.” Asos.com. Asos INC., 1 Jan. 2015. Web. 26 Oct. 2015. “The Fight for Women’s Suffrage.” History.com. A&E Television Networks, 1 Jan. 2009. Web. 26 Oct. 2015. “Photos of Life at Woodstock Festival 1969.” Vintag.es. Vintage Everyday, n.d. Web. 26 Oct. 2015. Shaoxing City Zhongke Textile Co., Ltd. (n.d.). Retrieved November 13, 2015, from http://www.companiess.com/shaoxing_city_zhongke_textile_co_ ltd_info1182998.html