kids
Manon Audibert Lily McMahon Sydney Barnett Danshelle Jones
Private Label Development Professor Alessandro Cannata SCAD Spring 2014 FASM 310 - Progeny: Anthropologie Brand Extension Children’s Wear
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kids Objectives Our objective is to provide a product development extension for Anthropologie's private label brand by creating children’s wear collections that caters to boys and girls between the ages 4-8 years old. They have collaborated and created both a private label brand “X” as well as a children’s capsule collection in the past, as a result of the market un-readiness at the time, it was drawn back preventing further developments. However, the current demand for high end children’s wear brand is growing rapidly, we see an opportunity and gap in this market that’s being unmet within with Anthropologie's customers. Since Anthropologie has such a unique and strong aesthetic that can really be seen as a lifestyle store, creating a line that will continue this “lifestyle” brand through our customer’s children’s clothing will only help to increase sales and join a new age group to the mix. Especially when the Anthropologie target customer is 30-40 years old and by age 25, forty-four percent of women have had their first child. This accounts for over half of Anthropologie's current customer database. As a result, this is a perfect opportunity for us to fill an unmet need in this company.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Opportunities Ideas for Brand Extension
Progeny sees big opportunities for future brand expansion. While starting off with ages 4-8, we hope to continue with children’s wear, including babies and toddlers to pre-teens. Progeny hopes to also expand into children’s accessories, designing backpacks to ties and pocket-squares. As well, sustainably sourced toys and trinkets will also be in the works for future developments with the Progeny brand for Anthropologie kids.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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company profile The Philadelphia based chain is owned by parent company, Urban Outfitters, Inc. and aims to create unimagined environments, both online and in its stores. Anthropologie was created to cater to their Urban Outfitters customers who were outgrowing their product line. Today Anthropologie is a mispriced, mass-market retailer that specializes in vintage-inspired women’s clothing and home decor. The brand has invented a lifestyle that is both captivating and attainable. There are 169 stores in the US. The size of operation varies from location to location. In urban setting they carry more percentage of home goods than women’s apparel and accessories. In rural settings they carry more percentage of women’s appeal and accessories than they do home furnishing and décor. Anthropologie has the ability to make high end luxury that is casual and attainable with wide variety of products and price range. Anthropologie's success has come from years of studying customer behaviors and lifestyles. It is a brand that understands their customer’s sense of self and their unique placement in the retail world. They set themselves apart from their competitors by place a main focus on creating a store experience that exceeds peoples expectations.
Their product has a twist and unique flair about their appearance and style. Anthropologie in comparison to their competitors do not advertise. They prefer to abide by the old-fashion concept of word of mouth as well as natural curiosity to draw customers into the store. This distinction provides non-physical attributes where the unique environment is created to be sense of inspiration moreso than a shop. Their visual strategies create self improvement on a higher level, which is part of Anthrpologie’s unique marketing strategy that directly stimulates behavior in the buying patterns of their customers. FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Merchandising Strategy
Anthropologie focuses on multi-sensory consumption where their marketing creates the experience that starts the moment the customer enters the store. They create the mood by selections of unique music that coincides with their signature scent that sets the tone as a calm environment to relax and inspire their shoppers. The combination of these senses creates a strong brand consumer relationship and experience that will transform into brand loyalty. This motivates consumers to become routine shoppers.
Customer Service
What sets Anthropologie apart from other retailers is that it is able to create an exceptional customer experience. It strives on serving the customers by providing an excellent customer loyalty program. Tracking purchases and sending exclusive invites, are just some of the few services they offer. They also offer an extended flexible return policy as well as occasional free shipping and free returns.
Social Media Strategy
The brand has developed an emerging online presence with its Facebook (Anthropologie) and Twitter (@Anthropologie) accounts. Anthropologie uses these tools to advertise it’s products and to interact with customers. Twitter is its main resource for accomplishing the latter task. The company’s social media team is responsible for answering questions posed to its Twitter handle and often helps followers decide what to wear to a certain event or what to give as a gift for a specific occasion. Sporadically, these accounts will advertise sales in various stores, but they are never used to provide exclusive coupons or discounts. All accounts are managed at the corporate level. Individual stores do not maintain or create local accounts.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Consumer Profiles
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sophia Married Mother of Two Age: 24-40 Education: Bachelors Income: $150,000-$200,000 (household) Occupation: Art Director Vals: Inovator and Experiencer Fashion Life Cycle: Spring/Summer Reads: Kinfolk, Harpers Baazar, Martha Stewart Hobbies: Traveling, Reading, Crafting, Spending time with her family, Baking, Throwing dinner parties Shops: J.Crew, Anthropologie, Gap, Nordstrom, Madewell
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ben Single Dad with Two Kids Age: 24-40 Education: Bachelors Income: $100,000-$150,000 (household) Occupation: Finance Vals: Inovator and Experiencer Fashion Life Cycle: Spring/Summer Reads: Man of the World, GQ, The Economist, The New York Times Hobbies: Spending time with kids, camping, grilling out with the boys, brewing home beer. Shops: Brooks Brothers, Scotch & Soda, Gap, J.Crew
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nana Grandmother Who Spulrges on her Grandkids Age: 60-85 Education: Bachelors Income: $150,000-$200,000 (household) Occupation: Retired Vals: Inovator and Experiencer Fashion Life Cycle: Spring/Summer Reads: Martha Stewart, Garden & Gun, Kinfolk, Saveur, Bon Appetit Hobbies: Spending time with grandkids, gardening, Outdoor Activities, Reading, Shopping Shops: J.Crew, Chico’s, Stein Mart, Anthropologie
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aunt emily Single, with no Kids/Loves to Gift Age: 28-40 Education: Masters Income: $200,000-$250,000 (household) Occupation: Doctor Vals: Inovator and Experiencer Fashion Life Cycle: Spring/Summer Reads: The New York Times, Vogue, Dwell, Vacation Novels Hobbies: Traveling, Shopping, Spinning Shops: J.Crew, Anthropologie, Saks Fith Avenue, Nordstrom, Madewell
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Industry Analysis
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Children’s Wear Industry Research
Based on research, it was reported that girls’ clothing accounts for 36.3% of industry revenue. Girls’ clothing purchases include a higher level of discretionary spending; females fashion trends trickle down to children’s the latest fashions. Dresses, pants and tops are the three most popular product categories. Boys clothing segment accounts for 25.8% of product segmentation. Parents typically purchase clothing on a “needs” basis for boys. IBISWorld projects that revenue growth will jump an average of 2.6% per year to total $12.4 billion in 2019.
Purchaser vs. Wearer
Parents are the primary purchasers of children's and infants' clothing. It is estimated that this particular segment directly accounts for about 75.0% of total industry revenue. This purchaser market segment is split into various demographics, with Generation X parents dominating clothing purchases with about 65.0% of sales, Generation Y parents representing about 15.0% and Baby Boomer parents accounting for 20.0% of clothing sales.There are rising purchases made by grandparents and younger shoppers. It is estimated that grandparents count for about 15.0% of market segmentation. Grandparents often seek to help out their children by buying clothing for their grandchildren, which is usually facilitated by increased wealth and lower living expenses. Today's grandparents spend more on their grandchildren than previous generations have spent, accounting for a growing portion of the market share. Although children of this age are they primary wearers, they have very little purchasing power. Parents and grandparents however may give children money to buy what they want, which has resulted in many retailers creating products that specifically target this age group.
Brand Importance
As Generation Y parents grow as a share of the market, high-end brands and designer apparel will experience a boost in demand because this demographic values the promise of quality that name brands offer. Brand importance can also be noted because the social and demographic changes within the United States will also continue to affect this industry. More women are having kids at later point in life in exchange for a career. Therefore many women who decide to have children are older and have established careers, which tend to yield higher incomes. Thus, the demand for premium-priced, branded merchandise will continue to rise during the period. FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Brand Importance
(Anthropologie as a Store)
Price
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Competitor Analysis Brand Importance
(Progeny as a Brand)
Price
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Competitor Analysis CrewCuts
A division of the J.Crew company, CrewCuts is a children’s wear line for children within the age of 4-12. Staying true to the cheerful, preppy, and bright fashion aesthetic of J.Crew, CrewCuts is a thriving component of the overall company. J.Crew offers an assortment of women’s, men’s and children’s apparel and accessories, including swimwear, outerwear, loungewear, wedding, bags, hair accessories, belts, jewelry, and shoes J.Crew currently operates 300 stores in the United States, and there are 9 CrewCuts stores in operation. Crewcuts is able to pinpoint what their customers want to a tee. Already having a strong customer base with their women and men’s department, the children’s line is really a continuation of brand aesethic and lifestyle. Known for good quality and style, CrewCuts is priced well, for products that are durable and will last. CrewCuts definitely markets the pre-existing J.Crew customers, who are the purchases of CrewCuts. These people are generally fashion savvy, looking for good quality merchandise, and a price point that is not exceeding a certain amount. J.Crew’s main manufacturing locations include China, Indonesia, India, Italy and the United States. At the end of fiscal year 2012, there were 184 active vendors representing approximately 299 authorized factories worldwide. They inspected 100% of new factories and 86% of their existing authorized factories. The factories that were inspected in 2012 represent approximately 92% of their total production. FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Zara Kids
Part of the Inditex Group, Zara is a fast-fashion retailer that encompasses Women’s, Men’s, Children’s, and Accessories. They are headquartered in Spain, but have retail stores and distribute throughout the world. There are a total of 1808 Zara stores world-wide, and 45 of those stores are in the United States. Zara is known as a vertically integrated retailer. Unlike many of it’s competitors, Zara controls most of the steps on the supply-chain, designing, manufacturing, and distributing its products. Most of the manufacturing tries to maintain near the headquarters; most of the manufacturers are in Spain, Portugal, Turkey, but some also in Indonesia and China. 50% of the products Zara sells are manufactured in Spain, 26% in the rest of Europe, and 24% in Asian and African countries and the rest of the world. Zara Kids are usually featured within Zara stores; sometimes an entire floor is dedicated to the department or a smaller section of the store itself. “Zara can offer considerably more products than similar companies. It produces about 11,000 distinct items annually compared with 2,000 to 4,000 items for its key competitors. The company can design a new product and have finished goods in its stores in four to five weeks; it can modify existing items in as little as two weeks.” Zara is known for good quality and oustanding style. They are constanlty adding new products to the mix. It’s customer base is large and targets mostley to fashion forward clientele with lower-end pricing strategies. FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Kenzo Kids
The fashion house of KENZO was started in 1970 as Jungle Jap, a boutique in Paris at Galerie Vivienne where the founder Kenzo Takada, sold his handmade women’s collection. Today, it is an international luxury goods brand owned by parent company LVMH, that purchased the label in 1993. Their mission at KENZO is to instill a real joy of living and convey a new freshness to the brand, while at the same time continuing to surprise and to shake up the ‘jungle’ of fashion. Kenzo Kids was developped after the brand was established to continue this whimsical style Kenzo creates for adults, extending it to kids. Kenzo Kids designs and aesthetic is abstract, colorful, bright, and very child relevant and friendly. Kenzo Kids is priced more towards the higher end of the children’s wear spectrum, however still maintains premium quality for it’s more advanced pricing. The typical Kenzo Kids customer is the trend-savy mother or father looking for quality product and no terribly interested in the price. They know what the Kenzo line means and stands for, and likes to continue this lifetsyle identity throughout their lifestyles, including dressing their families. Most of the clothing that is produced for the Kenzo Kids line, is manufactured in many parts of Asia, but not limited to parts of Europe and the Middle East. FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Bonpoint
Bonpoint is a very well-known and trendy French children’s wear. “For more than 30 years, Bonpoint has been dressing our children with savoir-faire and a modern outlook. Marie-France Cohen was inspired by her family to create the first Parisian children’s clothing house in 1974. And a new style was born, smart, chic and glamorous looks come through in subtle colours, refined and unusual, beautiful materials and perfect cuts.” With the recent opening from Saint-Tropez, Copenhagen, Doha and Seoul, Bonpoint now has more than 80 shops throughout the world. Bonpoint offers a very premium price for their products. This pricing strategy does offer an element of exclusivety and brand recognition. Their style is very soft, sweet, delicate and stylish. Similar to the Anthro Kids label aesthetic, Bonpoint also conveys a similar retro and vintage feel and silhouette. They provide clothing for babies, toddlers and older mid-adolescent children, for both girls and boys. Bonpoint’s typical customer is very financially stable and wants to dress their children is a brand that is well-known, good quality and very French style. Bonpoint manufactures their clothes primarily in Hong Kong with the Chinese manufacturer Lee Wah Garment Factory.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Visual Merchandising Strategies
CrewCuts & ZARA FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Visual Merchandising Strategies
Bonpoint & Kenzo Kids (online) FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Competitor Analysis Price Point Comparison
Brands Dresses
$200-400
$100-150
$45-90
$40-90
$35-50
Tees/Tops
$60-150
$30-90
$20-50
$16-30
$10-25
Sweaters
$100-170
$80-120
$45-80
$45-60
$20-35
Shorts
$90-140
$70-100
$35-50
$35-50
$20-40
Pants/Trousers $90-200
$80-150
$45-65
$45-60
$25-40
Shirts
$60-100
$35-85
$40-60
$20-35
$100-180
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Manufacturing Progeny Development Wanting to move some manufacturing out from China, and understanding where our competitors are able to produce their garments, considering their price points, ideally we would like to manufacture Progeny clothing in Portugal, China, Spain and Turkey., but also in parts of Latin America such as Brazil and Venezuela. Progeny would like to follow similar processes as Zara and J.Crew. Our main goal is to keep manufacturing cheap, while still confident a quality, durable product will be produced.
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Color Trends
-Popular colors this season are shades of coral, teal, canary yellow and, indigo or paradise blue.
Print & Pattern Trends
-Many childrens retailers have been utilizing tropical motif’s in their prints i.e. palm trees, pineapples, flamingo’s etc. -Sailing motifs are also very popular, the focus being on the usage of anchors, sailboats and the classic stripe in prints. -Many graphic tee prints are faded and/or watercolor creating a softer feeling.
Current Market a. -
Types Finishes Currently there is a large usage of distressing and age ing mostly in denim and knitwear pieces.
b. -
Colors Popular colors this season are shades of coral, teal, canary yellow and, indigo or paradise blue.
c. -
Fabrication The usage of patchwork and pattern mixing is on the rise, used in everything from dresses to denim.
d. - - -
Trims Following the sailor trend is the rope accent whether in belt or tie form. Garments trimmed with a contrasting or complementary color is also common. Appliques are ever popular, showing up everywhere from t- shirts to denim.
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FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Progeny Brand Development
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MoodBoard
Inspiration from vintage and eclectic elements.
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Visual Merchandising Wanting to keep a very earthy and natural approach.
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Label Development Inspiration from the Mini Me concept
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Line Up
Progeny Spring/Summer 2015
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Logo
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Flat Line Up
Progeny Spring/Summer 2015
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Cost Sheet
Girl’s Milkmaid Dress
UPC: 4567835468
Material Cotton/ Silk Faille Thread Trims Buttons Lace
Yardage 1 1/ 4yards 1 spool Actual 4 3 Yards
Labor Marking & Grading Cutting Construction
Packing Materials Hangtag Woven Label
(China) Total
Cost ($) 4.70 .50 Total
Actual Total ($) 5.87 0.50 $6.37
Cost ($) .15 1.90 Total
Actual Total ($) .60 5.70 6.30
Actual Total ($) .50 0.64 1.50 2.64 Actual Total ($) 0.07 0.05
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
Cutting Construction
Total
0.64 | 36 | 1.50 2.64
Packing Materials Hangtag Woven Label UPC Polybag (Size)
4567835468 Total
Total Packing Shipping Expenses Total Manufacturing Cost MU% Retail Price
Actual Total ($) $6/dozen $15.99
Actual Total ($) 0.07 0.05 0.06 0.18
73.4% $60
Size Range: 3T-7/8
front
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
back
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DESIGN SHEET PAGE #01 COMPANY NAME: Anthropologie Kids -‐ Progeny STYLE # 5056 Girl's Milkmaid Dress ADDRESS: 5000 South Broad Street Philadelphia, PA 19112 SKETCH PHONE:215-‐454-‐5500 FAX: 215-‐454-‐5501 GARMENT INFORMATION GROUP NAME: Progeny CLASSIFICATION: Children's Wear SEASON: Spring/Summer 2015 GARMENT LABEL: Progeny FABRIC CONTENT: CoVon Silk Faille, Lace Trim Row 1 Lilac , Avocado, Prisitne COLORWAY: Sheer
Untitled Color Card
18 0430 Pantone 11 0606 Pantone 16 3617 Pantone TCX/TPX TCX/TPX Pristine TCX/TPX Sheer Avocado Lilac
DESCRIPTION: Girl's Spring/Summer Dress
Designer IniYals S.B.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Untitled Color Card
CLASSIFICATION: Children's Wear PHONE: 215-‐454-‐5500 FAX: 215-‐454-‐5501 SKETCH
SEASON: Spring/Summer 2015
GARMENT LABEL: Progeny Row 1Sheer Lilac , Avocado, Prisitne COLORWAY:
18 0430 Pantone 11 0606 Pantone 16 3617 Pantone TCX/TPX TCX/TPX Pristine TCX/TPX Sheer Avocado Lilac
Designer IniZals S.B.
FABRIC INFORMATION Co^on Silk Faille
DATE CREATED: 5/1/14
SIZE RANGES 3T-‐7/8
DELIVERY DATE 2/28/15
DATE MODIFIED: 5/14/14
COMMENTS
DATE RELEASED: 2/28/15
FABRIC SHEET COMPANY NAME: Anthropologie Kids STYLE # 5056 Girl's Milkmaid Dress ADDRESS: 5000 South Broad Street Philadelphia, PA 19112 GROUP NAME: Progeny
SHEET #03
Untitled Color Card
CLASSIFICATION: Children's Wear GARMENT LABEL: Progeny COLORWAY: Sheer Lilac , Avocado, Prisitne SWATCH Row 1
PHONE: 215-‐454-‐5500 FAX: 215-‐454-‐5501 SKETCH
SEASON: S/S 2015
183617 0430 Pantone 18 0430 Pantone 11 0606 Pantone 16 Pantone TCX/TPX TCX/TPX TCX/TPX Pristine TCX/TPX Sheer Avocado Avocado Lilac
FABRIC INFORMATION Co^on Silk Faille
DATE CREATED: 5/1/14
STYLE WIDTH SIZE RANGES 24'' XS-‐L
DATE MODIFIED: 5/14/14
DELIVERY DATE 2/28/15
COMMENTS
DATE RELEASED: 5/28/14
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COMPONENT SHEET COMPANY NAME: Anthropologie Kids STYLE # 5056 Girl's Milkmaid Dress ADDRESS: 5000 South Broad Street Philadelphia, PA 19112 GROUP NAME: Progeny
PHONE: 215-‐454-‐5500 FAX: 215-‐454-‐5501 ITEM-‐VENDOR CODE-‐ORIGIN BuUons Zipper Lace Trim
CLASSIFICATION: Children's Wear FABRIC CONTENT: CoUon, Lace COLORWAY: Sheer Lilac , Avocado, Prisitne CONTENT SIZE-‐QTY-‐UNIT OF MEASURE LOCATION Plas\c front, back Metal zipper 3 yards 3'' above boUom hem, neckline CoUon
LABEL/PACKAGING SHEET COMPANY NAME: Anthropologie Kids ADDRESS: 5000 South Broad Street Philadelphia, PA 19112
PHONE: 215-‐454-‐5500 FAX: 215-‐454-‐5501 ITEM-‐VENDOR CODE-‐ORIGIN DATE CREATED: 5/1/14 Label Polybag Hangtag
SEASON: Spring/Summer 2015
COLOR white ecru cream
COMMENTS
STYLE # 5056 Girl's Milkmaid Dress GROUP NAME: Progeny
CLASSIFICATION: Children's Wear SEASON: Spring/Summer 2015 FABRIC CONTENT: CoUon, Lace COLORWAY: Sheer Lilac , Avocado, Prisitne CONTENT SIZE-‐QTY-‐UNIT OF MEASURE LOCATION COLOR COMMENTS DATE MODIFIED: 5/14/14 DATE RELEASED: CoUon 2 Back Neck, Lower Side Seam White, Black 5/28/14 Plas^c 1/per dress n/a n/a Seed Paper 1/per dress AUached to Label, back neck Light Brown
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Social Media
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Tag Information Nature Inspired
In order to make the garments more appealing to the wearer, we have decided to create a plantable hangtag. This is also a very sustainable alternative to using traditional paper. Doing so will hopefully create a connection between the wearer and the Progeny brand, generating a demand that will in turn be fufilled through the purchaser.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear
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Event Invitation Launch of Progeny
These invitations will be sent out to our customers to inform them of the upcoming launch of Progeny. There will be child-appropriate activities and staff to watch children while parents shop.
FASM 310 - Progeny: Anthropologie Brand Extension in Children’s Wear