YMC You. Must. Create.
“YMC are not lead or influenced by seasonal trends but try to provide the solution for intelligent clothing that is wearable.� - YMC 1
YMC
Contents
1. 2 - 3. 4 - 5. 6 - 11. 12 - 13. 14 - 15. 16. 17 18 - 19. 20. 21 - 23. 24. 25. 26 - 27.
Title Page - Shop Report Contents Shop Visit Promotional Mix Product Categories Customer Profile/Bag Price Style Matrix Psychographic Profile Chart Price Band Matrix Notes so far Comparative Chart Best Worst Buy SWOT Analysis Referencing
Section One
Section Two 29. 30. 31. 32. 33. 34 36 38 40 2
35. 37. 39. 42.
Title Page - Trend Inspiration Pack Introduction Inspirational Brands & Stores Designer Catwalk Trends Erdem Trend Colour, Fabric & Print Trend Style Icons - Pop Culture Innovative Street Style Referencing
43. 44 - 45. 46 - 47. 48. 49. 51. 52. 53. 54. 55. 56.
Section Three
Title Page - Range Plan Proposal & Analysis Concept Mood Boards Range Plan Specification Sheet Referencing
Section Four
Title Page - Diagrammatic Report Critical Path in Product Development Quality Management of the Critical Path International Sourcing and Responsible Supplier Management. The Six Rights Referencing
YMC 3
YMC
Shop Visit
YMC You Must Create 11 Poland Street, Soho, London, W1F 8QA ay, December 9th Sund 2012 1:00pm Coats and Jackets
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YMC You Must Create 23 Hanbury Street , Shoreditch, London, E1 5JJ The other only YM C store in the UK.
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YMC
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Promotional Mix
Radio Buzzy YMC’s Radio Station
YMC 7
YMC Y M C
B L O G 8
YMC 9
YMC
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YMC
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YMC
Product Categories
Dresses
Tops, Vests & Blouses
Footwear
Coats & Jackets
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Knitwear & Jerseys
Gloves, Scarves & Hats Bottoms
Loungewear & Socks Bags, Purses & Belts
YMC
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YMC
Consumer Profile
The YMC consumer is a consumer that looks for practicality in fashion. Probably a more late 20’s professional that has a high disposable income, along with a timeless wardrobe. YMC offer practical, intelligent clothing season to season - to help their consumer shop sensibly but stylish. 14
Whats in her bag?
YMC
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YMC
Price/Style Matrix
Folk
YMC sits in a spot surrounded by alot of companies that are similar in pricing, Humanoid, a Dutch webshop is rather similar in practical clothing, but has a more laid back individual take on it’s clothing, whilst pricing is similar for FOLK, and The Kooples.
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2.5%
13.5%
34%
A
B
C
The Key
Current Collection Proposed Collection
34%
D
16%
E
YMC is a pretty unique styled company, leaking through micro trends into their garments I wish to push this forward, and add colour and texture into their styles to create a more innotive brand.
Psychographic Profile
YMC
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Price Band Matrix
YMC £75
le ilab a v a y) so (Al in nav
£315
C M Y
£56
5
£550
le in
vailab (Also a
dy)
Burgun
o o h e T K ples 0 4 1 £
18
£420
F
k l o
£24
8
1 3 12
Humanoid
£ £15
0
0 3 £
ss i M
e g id
S
r f l e
YMC has a broad price spectrum compared to the competitors i’ve picked out. Folk, Humanoid, and The Kooples, have a similar price barriar, all starting high and ending high. Miss Selfridge is a high street brand, has similar prices inside the YMC band matrix.
YMC
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YMC Notes so far; YMC have a total of 10 product categories for women. YMC sits in the high price - more fashion forawrd part of the price/style matrix YMC’s main competitors are other lifestyle brands such as Folk, Humanoid, and Urban Outfitters Mustard yellow is YMC’s signiture colour for this Autumn Winter 2012 collection. YMC and Folk sit close together when comparing prices. on entry prices YMC is the lowest out of it’s competitors but on exit prices is the second most expensive.
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Miss Styl Selfrid g e Fabr : Berry e ics: Duff Acry 7 l lic, 4% Poly e Coat 7% W Pric este e r, ool, Berr : £65 2% N 17% y Bo ylon subt nde d l Coun e check duffle coat try of O print with rigin : Th ailan d
Th
e
Du
ffl
e
te st Crea asted You Mu re o u b le B S t y le : D f le c o a t red duf tton 10 0 % c o eck : s ic r b Fa tonal ch ted , s t e k c s V e n t p o n d d o u b le b r e a a , r io in t e r g. ed f a s t e n in in : U n it ig r O f o Country K in g d o m
Comparative Chart
Classic & Essential
The Koo p le s S t y le : D u f f le C o at F a b r ic s : 6 5 % P o ly ester 3 Cotton 5% P r ic e : £ 375 Padded du p o c k e t s f f le c o a t w it h d o u b le a n d f la n nel pan d e t a il . el Country O T h is it e f O r ig in : U n k n o wn m is t h e due to best bu it ’ s p r a y c t ic a li t y it s t r e n and d aware ness. T d o u b le f he a b r ic c o a t is a ls m a in s t r o a eam tre nd.
Co
at
YMC
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Comparative Chart
Standard & Mainstream
YMC
trench. lf r id g e M is s S e s le e v e , S t o n e e. U E la s t a n % 2 , n o S t y le : P t 98% Cot F a b r ic s : x69 w it h f a u , t a P r ic e : ÂŁ o c ated trench a n d p le c la s s ic , s e v e s le le a t h e r a lf . h bottom : C h in a he o f O r ig in y r t n u id e r e d t Co
c m is c o n nsumer T h is it e d u e t o t h e c o is y, it a ls o , d n a best bu m ear, h ig h d e t the y u o b e in g in h g u d. o l thr on tren g n a b p r a c t ic a g a s b e in a s w e ll
te ther st Crea p e d le a p o r c You Mu y e ngel gr S t y le : A & Wool ja c k e t eather L : s ic r Fab r 565 e d b ik e P r ic e : ÂŁ ic c r o p p r b her a t f a e le Two ton tent buttons, l. pa ip d e t a ja c k e t , s il v e r z gdom d n in a K , n it e d U s le e v e s : in ig of Or Country
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The two-tone fabric jacket
p le s T h e K o o r t le a t h e r ho S t y le : s h ja c k e t her wit t a e L : Fabrics breast. r u f o o Kangar 595 Price: ÂŁ r s h o u ld e r Q u i lt e d nd bike a , g n li i deta lb o w s . ribbed e : of Origin y r t n u Co Kingdom United
Trend ional Direct
p le s T h e K o o l P a r k a w it h oo S t y le : W r F u r c o ll a 0 % W o o l 10 F a b r ic s : r aux e x t e r io a il in g , f t e d e v Z ip s le e rounded h it w , r f u r c o ll a . h e m li n e : France in ig r O of Country
ter
Win
Miss Styl Selfrid g e car : House e c toot Fabr oat. h w ics: ool Acry 45% l 8% P ic, 20% Wool, 2 7 Houd olyamide Polyest % er, s with tooth . p Coun flat fla attern , p Tha try of O pocke iland t rigin s. :
ol
Wo te Crea t s Mu 7% You : ol, 2 r, 8% o W e l Sty s: 45% olyeste P ic Fabr c, 20% ith i l y n, w r Acr mide. e t at a Poly tooth p ts. e s ited Houd lap pock igin: Un f r flat ry of O st t e be and h Coun om t is ial d King garment s mater e also ’ r This ue to it mers a gth. u n d s buy th, con good le o warm due t g n buyi
Comparative Chart
YMC
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YMC
Best/Worst Buy For YMC's best seller, the classic raincoat is what sells the best in the largest quanitites, their raincoats being unisex, the raincoat comes in yellow, black and navy. The raincoat comes in at ÂŁ75
For YMC's worst seller, it's the red bomber jacket. due to the fit, the waist is wide and doesn't give any shape, customers also say the jacket isnt warm.
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Strengths
• Classic yet fashionable brand. • Independant store with it’s own brand name. • Practical, intelligent and suitable clothing. • Timeless & amazing quality. • Has a niche consumer, that is loyal to YMC.
Threats
• Other competitor brands swallow YMC, not giving it chance to shine • Two stores that are in the back streets of London loose possible consumer. • Competitors offer a wider variety.
Weaknesses
• Only has two stores in the world. • Marketing is limited, to in store. • Website is strong, and promotional offers are always on, e.g. free delivery. • Radio station and blog are not updated enough.
Opportunities
• Maximise selling, open concessions as rent in high streets is too high. • Offer a wider range of styles, keeping to brand ethics. • Market more to the general consumer, to widen demographic.
SWOT Analysis
YMC
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REFERENCES YMC. You Must Create Autumn & Winter Collection 2007 (Vol. 1). YouMustCreate. You Must Create. (n.d.). YMC - Blog. Retrieved December 6, 2012, from Youmustcreate: http://www.youmustcreate.com/blog/ You Must Create. (n.d.). Clothing - Bags and Purses. Retrieved 12 4, 2012, from YMC - Clothing: http://www.youmustcreate.com/products/bags-purses/ You Must Create. (n.d.). Clothing - Bottoms. Retrieved from YMC - Clothing: http:// www.youmustcreate.com/products/womens-bottoms/ You Must Create. (n.d.). Clothing - Coats & Jackets. Retrieved from YMC - Outerwear: http://www.youmustcreate.com/products/outerwear-womenswear-outer/ You Must Create. (n.d.). Clothing - Dresses. Retrieved 2012, from YMC Clothing: http://www.youmustcreate.com/products/dresses-womens-aw12/ You Must Create. (n.d.). Clothing - Footwear. Retrieved 12 3, 2012, from YMC Clothing: http://www.youmustcreate.com/products/footwear-womenswear/ You Must Create. (n.d.). Clothing - Knitwear and Jerseys. Retrieved 12 3, 2012, from YMC Clothing: http://www.youmustcreate.com/products/knitwear-womens-knits/ You Must Create. (n.d.). Clothing - Scarves, Gloves & Hats. Retrieved from YMC Clothing: http://www.youmustcreate.com/products/accessories-womens-aw12/ You Must Create. (n.d.). Clothing - Socks and Underwear. Retrieved 12 4, 2012, from YMC - Clothing: http://www.youmustcreate.com/products/underwear-socks/ You Must Create. (n.d.). Clothing - Tops. Retrieved from YMC - Clothing: http:// www.youmustcreate.com/products/tops-womens-aw12/ You Must Create. (n.d.). Radio Buzzy - YMC. Retrieved December 6, 2012, from YMC Radio Station: http://www.youmustcreate.com/category/radio-buzzy/ Vogue. (n.d.). Vogue - Vivienne Westwood. Retrieved December 5, 2012, from Vogue.co.uk: http://www.vogue.co.uk/brand/vivienne-westwood Aqua. (n.d.). Aqua Homepage. Retrieved 12 4, 2012, from AquabyAqua: http:// www.aquabyaqua.com Arcadia. (n.d.). Clothing - Coats & Jackets. Retrieved 12 4, 2012, from Miss Selfridge: http://www.missselfridge.com/webapp/wcs/stores/servlet/CatalogNavigationSearchResultCmd?catalogId=33055&storeId=12554&langId=-1&viewAllFlag=false&sort_field=Relevance&categoryId=208077&parent_categoryId=208035&beginIndex=1&pageSize=40 Boy London. (n.d.). Leave the Boy Alone Dlothing. Retrieved 12 4, 2012, from Boy London: http://boy-london.com Clarkson, A. (n.d.). Geometric Patterns. Retrieved from WGSN: http://www.wgsn. com/content/report/Trend_Analysis/Print_and_Graphics/2012/November/commercial_update_womenswear_geometric.html Create, You Must. YMC Autumn Winter 2012 (2012 Autumn Winter Edition ed., Vol. 1). London, United Kingdom: You Must Create. Dazed Digital. (2008). Dazed Digital. Retrieved December 6, 2012, from Dazed Digital - YMC Radio Buzzy: http://www.dazeddigital.com/music/article/1280/1/ymc-radio-buzzy Folk. (n.d.). Folk Webshop. Retrieved 12 5, 2012, from Folk Womens Clothing: http:// www.folkclothing.com/womens-outerwear/ 26
REFERENCES Folk. (n.d.). Folk Homepage. Retrieved 12 4, 2012, from Folk: http://www.folkclothing.com Google. (n.d.). Google Finance. (Google, Producer, & Google) Retrieved December 6, 2012, from Google Currency Converter: http://www.google.co.uk/finance/ converter Greve, S. You Must Create Lino Art. 2007 YMC lookbook. London, UK. Humanoid. (n.d.). Humanoid Webshop. Retrieved 12 7, 2012, from Humanoid Newsletter Sign up: https://webshop.humanoid.nl/newsletter Humanoid. (n.d.). Humanoid Coats & Jackets. Retrieved from Humanoid clothing: http://webshop.humanoid.nl/shop-by-category/coats Humanoid. (n.d.). Jael Jacket. Retrieved December 6, 2012, from Humanoid Webshop: https://webshop.humanoid.nl/shop-by-category/coats/jael Muji. (n.d.). Muji Homepage. Retrieved 12 4, 2012, from Muji - Ladies Fashion: http:// www.muji.eu/pages/online.asp?Sec=2&Sub=135 Macalister-Smith, T. (2012, October 11). Wool Rules - Trend 2012 Autumn Winter. Retrieved December 5, 2012, from Vogue.co.uk: http://www.vogue.co.uk/fashion/ trends/2012-13-autumn-winter/wool-rules Original Penguin. (n.d.). Penguin Homepage. Retrieved 12 4, 2012, from Penguin Clothing: http://www.originalpenguin.co.uk Rosa Bryndis. (n.d.). Not Just a Label Winther Jacket. Retrieved December 5, 2012, from Not Just a Label: http://www.notjustalabel.com/shop/70883 The Kooples. (n.d.). Clothing - Women. Retrieved 12 4, 2012, from The Kooples Women: http://www.thekooples.co.uk/women-1/coat.html Harvey Nichols. (n.d.). Harvey Nichols Christmas Advert. Retrieved December 10, 2012, from Youtube: http://www.youtube.com/user/HarveyNicholsUK Fashion Review. (2011, March 18). YMC Fashion. (Fashion Review) Retrieved December 12, 2012, from Fashion Review: http://www.fashionreview.co.uk/ymc-fashion/
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YMC You. Must. Create. Trend Inspiration Pack YMC
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YMC
In this section;
In this part, I will be focusing on YMC’s Coats and Jackets, and what inpiration YMC have taken or looked at to create their clothing collection.
l a s n e o r i o t t a r S i p s & n I s d n a r B 30
YMC
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YMC Christopher Kane
Honor
Boy Band of Outsiders
Ports 1961 Paula Ka
Gucci 32
Thom Browne
Zero + Maria Cornejo
Erdem
Looking at my Designer Catwalk trends, i looked at colour, and shape linked to jackets and coats. Alot of the designers have used a soft shoulder, but over sized it on the bust and waist to create a more rounded shape. I also looked at colour, luxury brands such as Rochas and Erdem, are using deep, off-set greens in their collections.
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Fabric, Print & Colour Trends
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Style Icons Sunshine & Bubblegum Pop
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Street Style - Innovators
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REFERENCES Urban Outfitters. (n.d.). Urban Outfitters, January Sale. Retrieved from Urban Outfitters Homepage: http://www.urbanoutfitters.co.uk/?cm_mmc=google-_-Campaign-Brand_Single_Urban_Outfitters_Exact-_-Adgroup-Brand_Single_Urban_Outfitters-_-Keyword-urban_ outfitters&gclid=COioqpOA_7QCFcbLtAodbDgApA WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collection. Retrieved from Honour A/W 13/14: http://www.wgsn.com/content/report/Catwalk_Shows/Pre_Collection/Pre_ Fall_2013/pre-fall_2013/honor.html WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collection. Retrieved from Boy Band of Outsiders A/W 13/14 : http://www.wgsn.com/content/report/Catwalk_Shows/Pre_Collection/Pre_Fall_2013/pre-fall_2013/Boy_Band_of_Outsiders.html WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collections. Retrieved 2013, from Ports 1961 Autumn/Winter 13/14 Collection: http://www.wgsn.com/content/report/Catwalk_ Shows/Pre_Collection/Pre_Fall_2013/pre-fall_2013/Ports_1961.html WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collections. Retrieved 2013, from Paula Ka Autumn/Winter 13/14 Collection: http://www.wgsn.com/content/report/Catwalk_ Shows/Seasonal_Analysis/AW12-13/WOMENSWEAR/aw12_13_w_seasonal_analysis/fabric_directives.html#satin WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collections. Retrieved 2013, from Gucci Pre Autumn/Winter 13/14: http://www.wgsn.com/content/report/Catwalk_Shows/Pre_ Collection/Pre_Fall_2013/pre-fall_2013/gucci.html WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collections. Retrieved 2013, from Thom Browne Pre Autumn/Winter 2013/14: http://www.wgsn.com/content/report/Catwalk_ Shows/Pre_Collection/Pre_Fall_2013/pre-fall_2013/Thom_Browne.html WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collections. Retrieved 2013, from Thom Browne Pre Autumn/Winter 2013/14: http://www.wgsn.com/content/report/Catwalk_ Shows/Pre_Collection/Pre_Fall_2013/pre-fall_2013/Thom_Browne.html WGSN. (n.d.). WGSN Pre Autumn/Winter 2013/14 Collections. Retrieved 2013, from Zero + Maria Cornejo Pre Autumn/Winter 2013/14 Collection: http://www.wgsn.com/content/report/Catwalk_Shows/Pre_Collection/Pre_Fall_2013/pre-fall_2013/Zero_Maria_Cornejo.html WGSN. (n.d.). WGSN Pre Autumn/Winter Collections. Retrieved from Christopher Kane Collection: http://www.wgsn.com/content/report/Catwalk_Shows/Pre_Collection/Pre_ Fall_2013/pre-fall_2013/Christopher_Kane.html WGSN. (n.d.). Predicted Pantones. Retrieved 2013, from WGSN Global Pantone : http:// www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2013_14/colour_direction/AW_1314_colour_direction.html WGSN. (n.d.). Predicted Pantones. Retrieved 2013, from Colour Matrix: http://www.wgsn. com/content/report/Creative_Direction/Autumn_Winter_2013_14/colour_direction/levels_hues.html WGSN. (n.d.). Predicted Pantones. Retrieved from Seasonal Barometer: http://www.wgsn. com/content/report/Creative_Direction/Autumn_Winter_2013_14/colour_direction/barometer.html WGSN. (n.d.). Predicted Pantones - Levels & Hues. Retrieved 2013, from WGSN Pantones: http://www.wgsn.com/content/report/Creative_Direction/Autumn_Winter_2013_14/colour_direction/AW_1314_colour_direction.html WGSN. (n.d.). Rebecca Minkoff. Retrieved 2013, from Collections: http://www.wgsn.com/ content/report/Catwalk_Shows/Pre_Collection/Pre_Fall_2013/pre-fall_2013/Rebecca_ 40
Minkoff.html WordPress. (n.d.). BlueMoon. Retrieved 2013, from Wisconsinback40: http://wisconsinback40.files.wordpress.com/2012/07/bluemoon1.jpg Wordpress. (n.d.). Style & Coffee. Retrieved 2013, from Erdem Pre Autumn/Winter 2013/14: http://www.styleandcoffee.com/erdem-pre-fall-2013/ Vintage Lifestyle Magazine. (n.d.). On the sidewalk - Brigette Bardot. Retrieved from Vintage Lifestyle: http://vintagelifestylemag.co.za/2012/12/07/on-the-sidewalk-brigitte-bardot/ Vogue. (n.d.). Vouge Street Style - January. Retrieved from Vogue: http://www.vogue. co.uk/spy/street-chic/2012/january Vogue. (n.d.). Vogue Street Style - January. Retrieved 2013, from Gallery - 7: http://www. vogue.co.uk/spy/street-chic/2012/january/gallery/7 Vogue. (n.d.). Vogue Street Style - January. Retrieved 2013, from Gallery - 11: http://www. vogue.co.uk/spy/street-chic/2012/january/gallery/11 Vogue. (n.d.). Couture Fashion Week - Street Style. Retrieved 2013, from Couture Fashion Week: http://www.vogue.co.uk/spy/street-chic/2013/couture Vogue. (n.d.). December Street Style. Retrieved 2013, from Vogue: http://www.vogue. co.uk/spy/street-chic/2012/december/ Vogue. (n.d.). December Street Style Photographs. Retrieved from Gallery - 24: http:// www.vogue.co.uk/spy/street-chic/2012/december/gallery/24 123rf. (n.d.). Bird Of Paradise. Retrieved 2013, from Colour Inspiration - Flowers/Birds: http:// www.123rf.com/photo_9948396_bird-of-paradise-flower.html Beauty Places Wallpaper. (n.d.). Uploads . Retrieved 2013, from Sea Wallpapaers: http:// beauty-places.com/wp-content/uploads/2012/10/Sea-Wallpapers-4.jpg Beatsixties. (n.d.). Blogspot. Retrieved 2013, from The Rolling Stones Music: http://beatsixties.blogspot.co.uk/2011_12_19_archive.html Ben Sherman. (n.d.). Ben Sherman Homepage. Retrieved 2013, from Ben Sherman Collection: http://www.bensherman.com Blogspot. (n.d.). L’Oreal. Retrieved 01 12, 2013, from High Shine, Sky Blue: http://4.bp.blogspot.com/-OWHaCBH7tWQ/T7DwO6xWNcI/AAAAAAAAIHk/B81BuWR1IP8/s1600/L’Oreal+colour+riche+Sky+Fits+Heaven+blue+nail+polish.jpg Castrads. (n.d.). Dark Grey Sparkle. Retrieved 2013, from Colour & Textures: http://www. castrads.com/workspace//images/colours/dark-grey-sparkle.jpg Castrads. (n.d.). Mid-Grey-Sparkle. Retrieved 2013, from Fabrics & Textures: http://www. castrads.com/workspace//images/colours/mid-grey-sparkle.jpg Classic Film & TV Cafe. (n.d.). The Beach Boys. Retrieved 2013, from Sunshine Pop Era: http://www.classicfilmtvcafe.com/2012/04/beach-boys-harmonize-in-girls-on-beach.html Classic Film TV Caf. (n.d.). Retrieved from http://www.classicfilmtvcafe.com/2012/04/ beach-boys-harmonize-in-girls-on-beach.html Erdem. (n.d.). Erdem Homepage. Retrieved 2013, from Erdem: http://www.erdem.com/ collection.php DiviantVicky. (n.d.). Turquoise Shine. Retrieved 2013, from DeviantArt: http://fc00.deviantart.net/fs51/f/2009/326/3/0/Turquoise_Shine_by_DeviantVicky.jpg Fan of Pop? (n.d.). Spcie Girls Photo. Retrieved 2013, from Fanpop images: http://www. fanpop.com/clubs/spice-girls/images/618507/title/spice-girls-photo Folk. (n.d.). Folk Homepage. Retrieved from Folk Collection: http://www.folkclothing.com Glamour Online. (n.d.). Glamour Magazine - Street Style Photo Blog. Retrieved 2013, from
REFERENCES
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REFERENCES Glamour Magazine: http://www.glamourmagazine.co.uk/fashion/street-style-photoblog/2013/01/adi-kristy-mani-brand-representative-monocle-sunglasses Humanoid. (n.d.). Humanoid Webshop. Retrieved 2012, from Humanoid NL: http://webshop.humanoid.nl How To Build A House Blog. (n.d.). How To Build A House Blog - Interior Design. Retrieved 2013, from Mustard Yellow Walls: http://howtobuildahouseblog.com/wp-content/uploads/2012/03/Mustard-Yellow-Colour.gif Max Mara. (n.d.). Max Mara Homepage. Retrieved 2013, from Max Mara New Collection: http://www.maxmara.com/it/Pagina-Iniziale Mochabelle Files. (n.d.). Russian Navy Nail Polish. Retrieved 2013, from Wordpress.Blog: http://mochabelle.files.wordpress.com/2009/11/opi-russian-navy-0709-de.jpg Oki-ni. (n.d.). YMC Blog; Frazer Moss Presents. Retrieved from Youmustcreate: http://www. youmustcreate.com/press/2012/oki-ni-presents-you-must-curate-frazer-moss-on-recordcollecting/ Public Domain. (n.d.). Black Wool. Retrieved 2013, from Fabric Textures: http://www.photos-public-domain.com/2012/02/05/black-fleece-faux-sherpa-wool-fabric-texture/ Rokit. (n.d.). Rokit Vintage London. Retrieved 2013, from Rokit : www.rokit.co.uk The Frugal Feeding Frenzy - Wordpress. (n.d.). Sweet Macha. Retrieved 2013, from The Feeding Frenzy Blog, Powder: http://frugalfeedingfrenzy.wordpress.com/2011/05/07/ green-tea-matcha-ice-cream/ The Kooples. (n.d.). The Kooples Homepage. Retrieved 2013, from The Kooples Collection: http://www.thekooples.co.uk The Press Office. (n.d.). Joe and the Fish. (J. J. Croce, Producer) Retrieved 2013, from Country Joe McDonald: http://thepressoffice.com/countryjoe.htm The Silva Spoon Blog. (n.d.). Ice Cream. Retrieved 01 12, 2013, from Tea & Coffee emporium: http://www.thesilvaspoon.com.au/blog/green-tea-ice-cream/ Toast Fashion. (n.d.). Toast Fashion Brand Homepage. Retrieved 2013, from Toast January Collection: http://www.toast.co.uk
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YMC You. Must. Create. Concept Board and Range Plan. YMC
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60% Polyester 40% Nylon
50% Wool 50% Cotton
Green & Navy Colour Block Coat
FABRIC
STYLE
Green Contrast jacket
65% Wool 35% Polyester
Two tone jacket
Dark Blue Cuffs and Hem
8 to 16
SIZES
6 to 14
Blue Wool
Deep Green6 to 14
Moss Green
COLS
Green
Yellow
Baby Blue 6 to 14
100% Silk
Silk Coat
6 to 14
6 to 14
Grey
Moss Green
Mid Grey
Dark Sky Blue
100% Wollen
SKETCH
SIZES
Deep Blue 6 to 14
COLS
Cable knit cape with contrast buckle
Lining: 100% Nylon
100% Wool
Woolen over coat
FABRIC
100% Nylon
SKETCH
Nylon Bomber Jacket
STYLE
Range Plan for YMC Autumn/Winter 2013/14
RRP £
RRP £
£52.80
£97.60
£67.20
£91.20
£49.23
£93.50
£59.34
£85.33
70.16%
69.34%
71.74%
70.06%
£325.00
£104.00
£94.00
71.08%
Cost Actual Margin with 68% Cost achieved £90.00 £28.80 £27.75 69.17%
£165.00
£305.00
£210.00
£285.00
120
88
80
75
66
80
Total Cost
Cost Actual Margin Total Total with 68% Cost achieved quantity Cost £125.00 £40.00 £39.34 68.53% 60
£13,200.00
£22,875.00
£13,860.00
£22,800.00
£11,280.00
£39,000.00
Total Retail £2,442.00 £7,920.00
£3,938.40
£7,012.50
£3,916.44
£6,826.40
Total Retail £2,360.40 £7,500.00
71.08%
Total Margin 69.17%
70.16%
69.34%
71.74%
70.06%
Total Margin 68.53%
YMC Range Plan
FABRIC
STYLE
60% Polyester 40% Nylon
50% Wool 50% Cotton
100% Wool
90% silk 10% cotton
100% Wool
Green Contrast jacket
Green & Navy Colour Block Coat
Cape with collar detail
Quilted Coat
Wool Coat with Black Collar trim.
SKETCH
65% Wool 35% Polyester
Two tone jacket
TOTAL
YMC
47
8 to 16
SIZES
6 to 14
Black
Grey
Blue
Black
Blue Wool
6 to 14
8 to 14
6 to 14
Deep Green6 to 14
Moss Green
COLS
Green
Yellow
£52.80
£49.23
70.16%
£390.00
£245.00
£130.00
£325.00
£726.40
Cost with 68%
£124.80
£78.40
£41.60
£104.00
£678.43
Actual Cost
£122.90
£67.50
£39.54
£94.00
69.89%
Margin achieved
68.49%
72.45%
69.58%
71.08%
Cost Actual Margin with 68% Cost achieved £90.00 £28.80 £27.75 69.17%
£2,270.00
RRP £
RRP £
£165.00
869
Total Quantity
150
55
95
120
88
80
£13,200.00
£18,435.00
£3,712.50
£3,756.30
£11,280.00
£211,480.00
Total Retail
£58,500.00
£13,475.00
£12,350.00
£39,000.00
Total Retail £2,442.00 £7,920.00
£63,679.94
Total Cost
Total Cost
£3,938.40
69.89%
Total Margin
68.49%
72.45%
69.58%
71.08%
Total Margin 69.17%
70.16%
YMC
48
Specification Sheet
REFERENCING
WGSN. (n.d.). WGSN. (n.d.). WGSN. Retrieved 2013, from WGSN Homepage: http://www. wgsn.com/content/section/home.html WGSN. (n.d.). CAD resource library. (WGSN) Retrieved 2013, from WGSN coats & jackets: http://www.wgsn.com/content/report/Design_Files/Womenswear/resource_library.html WGSN. (n.d.). Colour Forecast. (WGSN) Retrieved 2013, from Pantone Referencing: http://www.wgsn.com/content/section/inspiration-design/colour.html WordPress. (n.d.). Honestlywtf. (WordPress) Retrieved 2013, from Collections Erdem Pre Fall 2013: http://honestlywtf.com/collections/erdem-prefall-2013/ 1st Dibs. (n.d.). Hermes Constance Navy Blue Bag. Retrieved 2013, from 1stDibs,Fashion & accessories: http://www.1stdibs.com/fashion/accessories/hermes-constance-navy-blue-bag/id-v_86735/ Blogspot. (n.d.). Devil Wears Louboutin - Summer. Retrieved 2013, from Devil Wears Louboutin: http://www.devilwearslouboutin.com/search?updated-max=2012-03-09T20:48:00Z&max-results=7&start=42&by-date=false Blogspot. (n.d.). Food Blog. Retrieved 2013, from The Silva Spoon: http:// www.thesilvaspoon.com.au/blog/wp-content/uploads/green-tea-icecream.jpg Minniminnimi. (n.d.). Oh Loot, it’s a green flower. (Deviant Art) Retrieved 2013, from blog: http://minniminnimi.deviantart.com/art/Oh-look-It-s-agreen-flower-333340536 Moaat. (n.d.). Celine blue luggage tote. Retrieved 2013, from Moaat - Upfront Merchant: http://www.moaat.com/product/celine/celine-mini-luggage-electric-blue-tote/ Onarchitecturesite. (n.d.). Brown/Green Search. (Final Architecture Design) Retrieved 2013, from Interior Design: http://www.onarchitecturesite. com Que Buenoes Vivir. (n.d.). Tumblr blog profile. Retrieved from Tumblr: http:// quebuenoesvivir.tumblr.com/post/27696079328 Patty’s Food. (n.d.). Macarons Chocolate/Mint. (S. Bocks, Producer) Retrieved 2013, from Food Blog Patty’s Food: http://pattysfood.com/cookies/ chocolate-mint-french-macarons/ Stuffpoint. (n.d.). Stuffpoint food. (emusic14, Editor) Retrieved 01 15, 2013, from Stuffpoint - Emusic14: http://stuffpoint.com/fruit/image/48804/ green-apples-picture/ The Animal Kingdom. (n.d.). Peacock Feathers. Retrieved 2013, from Birds: http://www.solarnavigator.net/animal_kingdom/birds/bird_images/peacock_tail_feathers_close_up.jpg
49
50
YMC You. Must. Create. The Product Development Process & Critical Path 51
YMC Review of Current Season’s sales.
Range Planning
Critical Path Development
Budget Planning
Fabric Sourcing
in
Product
Comparative Shop
Directional Shop
Garment Sourcing Pre Selection
Product Development
Bulk Buying 52
Placing orders for ranges
Delivery to Retailer
Price Negotiation with Suppliers
Final range selection
Purchase by Customer
YMC
Quality Management of the Critical Path
Looking at quality through the stages of the critical path, there are a few things to concider about timing, fitting, attention to detail, distribution, and communcation between the retailer and suppliers. Placing an order on time is a critical and primary part to the path, if an order is late, it can turn away consumers wanting the new collections, as consumers would then be prompted to go to other competitors in the market. After placing the order it is important for the company to track this order, making sure it's at it's specific locations on certain days and times, as this can affect profits in the long term, and the relationship between the supplier and retailers company. Quality control plays a huge part, once the sample garments are sent, it is important to make sure that the certain seals are set. Fabrics & fitting is what makes a customer say Yes or No, so these must be inspected and made sure they are checked to at least a Silver Seal, For YMC, the seal must be at Gold seal level - being at the top end of the high street and also offering sensiblity & practicality through style whilst making sure nothing goes through re-submission. Production Process is marked out to make sure the retailer is confident in its supplier to produce the garment to the specification. The process is normally documented, so the retailer can keep track of where the order is, when it arrived at certain places, and what condition it is in, before it leaves and arrives. Distribution for YMC is different to most stores. For this proposed collection, the distribution wouldn't go to consessions YMC own. It would only be distrubuted to the 2 main stores in London to see how it would pan out. Communication is of it's upmost importance, without communication the buyers and suppliers relationship would break down, and there would be no trust, whilst everything lies in anticipation that a delivery would arrive on time and could end up with inferior merchandise or too much quantity. 53
YMC
Responsible Supply Management International Sourcing and & International Sourcing Responsible Supplier Management
In buying, Forgien sourced goods have dominated British retailing over the past 15 odd years due too. Price Attraction Pressure of Competition - Other retailers lowering prices due to cheaper sourced garments. Demand of margin achievement - Since the recession, companies are determined to be hitting margins so they make profit. Expansion of Private Label Programs - Luxury brands are now expanding into other countries, as well as creating diffusion lines, so that consumers can buy high quality, cheaper designer clothes. e.g. Marc by Marc \ Jacobs Increase in Discounters market share - Companies like Primark and Deichmann are feeding off the consumer love for cheap, mass products are incredibly discounted prices, as these companies source from the cheapest countries possible. Growth of the Sale/Bargain culture - Not only consumers are looking for a bargain, but so are buyers. Buyers want to source their products as cheap as they can to increase their profit margin. As well as retailers making 48% of their profits through sale times, they still have to be competetive on price as well as making their target margin. It is important that YMC, produce their garments to supply their consumer with what the brand do well. This means creating, high end high street priced clothing with a quality to match. For example when Primark used child labour back in 2008, it shattered a reputation and they had to claw themselves back. YMC uses trusted suppliers due to the fact they need their garments at 100% full quality. 54
YMC
The Six Rights
The Six Rights is a process that the buyer goes through to achieve a good delivery and range, this includes; Right Place: Placing is of value to a retailer, especially YMC, as YMC wouldn't open a store in a place where the social economics of what people earn isn't high, due to the price points of YMC. YMC is situated in the heart of the art districts in London, fitting perfectly to it's name, Right Product: The Product, the asthetic side to the six rights, making sure the garment fits it's purpose (the person) and the target market that YMC promotes too. Right Price: Right pricing is essential to the brand and it’s consumer. If the pricing isn't correct, it can make sales deplete rapidly, and loyal consumers wouldn't return. If YMC started to charge £1000 for a jacket, instead of keeping to it's price band, it would suddenly change the brands values, and turn away consumers. Right Quality: Quality is substantial to YMC, it's quality is the brand ethics and has to be done 100% to its specification. YMC being a retailer for the more practical and stylish, it must make sure all the clothes can withstand any weather or damage. This refers back to the critical path and quality control. Right Quantity: Quantity for a company can relate back to costs, buy too much of something and you can't sell it, you're losing out on costs, creating a smaller margin, when the item is put into sale. Right Time: Timing is key to fashion, from season to season styles and asthetics change to suit the purpose of the season. YMC's jackets and coats must stay practical for weather and duribility. So timing is key for deliveries as well as styles changing from season to season.
55
YMC
56
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