URBAN OUTFITTERS
6 MONTH BUYING PLAN
6 MONTH BUYING PLAN
Caress Genelle, Elise Johnson, and David Gale
Company Research
BRIEF OVERVIEW Urban Outfitters, established in 1970 in Philladelphia, strives to establish an emotional bond with their target consumer through selling a complete range of lifestyle and culture through products. PRODUCT OFFERING Urban Outfitters targets young adults aged 18 to 28 who are culturally sophisticated, and self-expressive through its unique merchandise mix and compelling store environment. The product offering includes women’s and men’s fashion apparel, footwear and accessories, as well as an eclectic mix of apartment wares and gifts. Apartment wares range from rugs, pillows and shower curtains to books, candles and novelties.
STORES Stores average approximately 9,000 square feet of selling space, and typically carry an estimated 55,000 to 60,000 stock keeping units (“SKUs”) and are located in large metropolitan areas, select university communities, specialty centers and enclosed malls. As of January 31, 2012, URBN Inc. operated 197 Urban Outfitters stores in North America and Europe, as well as four websites and the Urban Outfitters catalog. URBN plans to open approximately 23 Urban Outfitters stores, globally, in fiscal 2013. Urban Outfitters’ North American and European store sales accounted for approximately 31.4% and 5.9% of consolidated net sales, respectively, for fiscal 2012.
VISUAL MERCHANDISING Again, Urban Outfitters is a lifestyle-driven retail space. When creating an environment for the target consumer, every visual concept is born from the idea of interpreting the target’s culture and lifestyle. Often, the product is displayed amongst eclectic architectural fixtures or the windows are covered in artwork or confetti. The main concern, again, is that the retail space not only visually but even physically resembles the culture of the target consumer.
PROMOTIONS & ADVERTISING
DEPARTMENT OVERVIEW
Urban Outfitters has an extensive online presence. Not only does the company have a successful website and blog, but it also has Flickr, Pinterest, Facebook, Twitter, Tumblr, Instagram,Vimeo, Youtube, and Spotify.
Urban Outfitters is an innovative specialty retail company, which offers a variety of lifestyle merchandise to highly defined customer niches, which explains why the women’s outerwear and jacket department is known for maintaining a fashion forward and trend savvy inventory. From tailored jackets to over-sized blazer peacoats, this department is always trend-relevant and up-to-date.
Urban Outfitters business appeals to that of a certain lifestyle. In carrying out this lifestyle-driven approach, the company has created promotional tools to emphasize what would appeal to that target. These promotional tools include a blog filled with material including contests, interviews, videos, and free music downloads, and a catalogadvertising the producst in a balanced and well-designed format.
Current Trends
Current Trends
Silhouettes: Blazers Denim Motorcycle Military Bomber
Current Trends
Color: Tangerine & Oxblood
Current Trends
Pattern: Camo
Competitor Research and Analysis
We chose Pacsun, Gap, and American Eagle as our top 3 competitors for Urban Outfitters. Overall the market and price range is similar, however the main differences lie within the target consumers and the product details. The Perceptual Map explains this concept in more detail.
EDGY VS CONSERVATIVE Urban is highest when it comes to being trend savvy because most of the product sold is based off of trend-setting and street culture. Pacsun is second to Urban; they are trendy, but not as innovative in style. While Urban’s product is based off of trends and street style, Pacsun’s product is based off of trends and sport style and active wear. American Eagle is third in line because of its not as bold style and monotonous silhouettes. Lastly Gap’s overall aesthetic is sophisticated and classic, not as trendy or edgy in style.
Edgy UO PACSUN
$$
AE
$$$
GAP
Conservative
$$ Vs $$$ Pacsun is highest when it comes to retail price because of the company’s active wear market. The Snow boarding coats are significantly higher In price. Urban is second to Pacsun in retail price because of fashion forward statement items as well as the heavier material used to make these pieces. Gap is third in line when it comes to price because the company’s target market is sophisticated meaning the customer is more willing to pay a higher price because of higher income. AE’s target market is significantly younger; also the company has significantly less style which doesn’t leave any room for varied prices.
Gap The Gap customer ranges in age and is professional and organized. The Gap lives within an average to large size city. This customer is inspired by minimalism and their style is classic, iconic, and sophisticated. On average the customer will spend $80-$120.
Pacsun The Pacsun customer is 16 to 30 years old. This customer lives near the coast, loves being active and athletic, and is inspired by the nature, street style, and sports. This customer’s style is casual, relaxed, and possibly a bit earthy or environmentally consious. On average will spend anywhere from $40-$80 in one shopping trip. This customer will only spend big bucks on necessity or activewear for sports.
AE The AE customer is 15 to 20 years old and lives in a rural area.This customer loves socializing, thrifting, and living in the moment. AE’s customer style is laidback andcasual while still being a tad bit trendy and preppy. The customer can be seen wearing a lot of denim, t-shirts, and pull-overs. On average the customer will spend $30-$60.
Trend Forescasting Fall 2013
Trend Forescasting
Silhouettes Blazer Motorcycle Peacoat Sport Luxe
Trend Forescasting
Color: Emerald
Trend Forescasting
Pattern: Stripes
6 Month Buying Plan
SIX-MONTH DOLLAR PLAN
DEPT. NAME
URBN Inc. OVERALL STORE FOR OUTERWEAR
BUYER
Caress Cooper, David Gale, and Elise Johnson LY% mth for each qrtr LY% mth for 6 mo
20%
FALL
SALES $
Last Year Plan % Inc/Dec % by Month Revised Actual
STOCK/SALES
Last Year Plan
BOM STOCK $
Last Year Plan Last Year Plan
$ $ $ $
Last Year Plan % to Sales % by Month Revised Actual
$ $
Last Year Plan Revised Actual
$ $
EOM
MARKDOWNS $
PURCHASES $ (Retail)
30%
$ $
$ 109,597.00
50%
15%
Aug
12,234.2 12,845.89 5% 25.0%
$ $
29,362.04 30,830.14 17,617.22 18,498.08
7,340.5 7,707.53 5% 15.0%
$ $
2,446.84 2,569.18 20.0% 20.0%
$ $
2,936.20 3,083.01
$ $
17,617.22 18,498.08 17,617.22 18,498.08 1,835.13 1,926.88 25.0% 25.0%
$ $
9,175.64 9,634.42
$ $
7,340.5 7,707.53 5% 15.0%
17,617.22 18,498.08 16,638.49 17,470.41
48,936.73
7,829.88 8,221.37
$ $
Dollar: $ 29,362.04
$
25%
25%
32.7%
32.2%
Turnover NOTES:
$
14,904.73 3.3
35%
100%
Jan
8,319.2 8,735.21 5% 17.0%
$ 9,787.3 $ 10,276.71 5% 20.0%
2.0 2.0
1.6 1.6
16,638.49 17,470.41 15,659.75 16,442.74
91,493.00
5%
Dec
$ $
SEASON TOTAL
3,914.9 4,110.69 5% 8.0%
$ $
7,438.38 7,810.30
1,663.85 1,747.04 20.0% 20.0%
$ $
$ $
1,370.23 1,438.74 35.0% 35.0%
9,004.36 9,420.32
$ $
2,446.84 2,569.18 25.0% 25.0%
4,012.81 4,502.18
$
$ $
Dollar: $ 30,830.14
$ 15,649.97 3.3
14,904.73 15,649.97
100.0%
$ $
ACTUAL
60%
48,936.73
$51,383.57 5% 100.0%
1.9 1.9
$ 15,659.75 $ 16,442.74 $ 7,438.38 $ 7,810.30
51,383.57
Markdown %
$
25%
PLAN
60%
Average Stock
$ $ $ $ $ $
Markup %
Gross Margin %
$ $
1,468.10 1,541.51 20.0% 20.0%
LAST YEAR
$
45%
Nov
2.4 2.4 $ $ $ $
4th Qt Sales
20%
Oct
2.4 2.4 $ $ $ $
20%
15%
Sept
2.4 2.4
SEASON TOT.
Sales
3rd Qt Sales
20%
FALL
RATIO
DEPT. # Women's Outerwear
32,958.89 34,861.30
$ $
8,997.37 9,519.94
JUSTIFICATIONS FOR URBAN OUTFITTERS OVERALL - When distributing sales throughout the year for the overall department we chose to distribute the majority to August, November, and December. We decided that sales would balance out to 20 percent for August and November and 25 percent. Although in the south or on the east coast the weather may not call for outerwear in August, the Northern and Western region’s weather still calls for jackets and outerwear. August is also the start of back to school sales, so some consumers will buy jackets and outerwear ahead of time. For November and December outerwear sales will be booming because the majority of the country is in the coldest of climate. Weather expert, Joe Bastardi predicts that weather in 2013 all the way to 2015 is going to be consistently more frigid across America. Also, sales in general increase throughout the month of December because of holiday shopping. - Overall Income for URBN Inc was given on the 10k report as $2,473,801,000. The percentage of that belonging to Urban Outfitters 31.4% equaling to $776,773,000.51. By going into the Savannah Store and discussing the store’s layout and sales with the Men’s Department Manager, Andrew Neal, we decided upon a percentage of 60 percent for the women’s department and 15% for the women’s outerwear department. - The majority of Urban Outfitters stores are located near college campuses conveniently close to the company’s target market. Because of the recent economic issues, the amount of college students is increasing. Because of this we are anticipating a 5% sales increase. - When In the Savannah store, we looked at the markdowns vs the original retail price to determine an average markdown on the product and we found that markdowns ran anything from 20% to 60%. We chose a pretty consistent markdown for each month because our inventory is consistent throughout each month. We’ve planned our purchases to be consistent as well so we predict that our only markdowns will be on few units. - While in the Savannah Store we discussed markup with the Men’s Manager, Andrew Neal. He explained that the markup for our department is significantly high. Our Initial markup is 60 percent. We chose this percent to match the market retail price. - Because of the high level of sales in August we’ve planned a higher BOM for August. The purchases for this BOM had been made prior to August, which is why August’s purchase are significantly lower than other months. We’ve planned the most purchases in November in preparation for the December sales.
Savannah Customer Rose is a 20 year old photography student at SCAD. She lives in an upstairs studio apartmetn on Broughton Street with her cat Phoenix. She works at the Coffee Fox, a local coffee shop just underneath her apartment. She loves music, travel, and thrifting to find unique buys; she is a regular at The Jinx. She is inspired by music, textiles, tattoos, and street style.
AVG TEMPERATURE (AUG-JAN) HIGH: 90 LOW: 75
Her style is a bit edgy and thrown together. She would explain her style as classy grunge. She’s thrifty but still very trend savvy and artistically styled in her wardrobe. On average, she will add at least one piece to her wardrobe every pay period (every two weeks). She takes pride in looking aesthetically pleasing in all aspects of her life and enjoys being very individual in her style.
SIX-MONTH DOLLAR PLAN
DEPT. NAME
URBN Inc. Savannah, GA (C-Store)
BUYER
Caress Cooper, David Gale, and Elise Johnson
FALL
LY% mth for each qrtr LY% mth for 6 mo FALL
Aug
SALES $
Last Year Plan % Inc/Dec % by Month Revised Actual
STOCK/SALES RATIO
Last Year Plan
BOM STOCK $
Last Year Plan Last Year Plan
$ $ $ $
Last Year Plan % to Sales % by Month Revised Actual
$ $
Last Year Plan Revised Actual
$ $
EOM MARKDOWNS $
PURCHASES $ (Retail)
$ $
20% 1%
42,676.2 44,809.97 5% 25.0%
3rd Qt Sales 30% 4% Sept $ $
2.9 2.9
SEASON TOT. Sales
DEPT. # Women's Outerwear
123,760.9 129,948.91 76,817.09 80,657.94
25,605.7 26,885.98 5% 15.0%
$ 109,597.00 50% 10% Oct $ $
3.0 3.0 $ $ $ $
8,535.23 8,961.99 20.0% 20.0%
$ $
4,267.62 4,481.00
$ $
76,817.09 80,657.94 69,135.38 72,592.15 6,401.42 6,721.50 25.0% 25.0%
24,325.41 25,541.68
25,605.7 26,885.98 5% 15.0%
$ $ $ $ $ $
$ $
69,135.38 72,592.15 69,647.49 73,129.87 5,121.14 5,377.20 20.0% 20.0%
31,238.95 32,800.90
$
170,704.64
Dollar: $ 102,422.78
25%
44.4%
44.4%
NOTES:
$ $ $ $ $ $
$ $
61,161.03 2.8
69,647.49 73,129.87 61,453.67 64,526.35 5,803.96 6,094.16 20.0% 20.0%
26,629.92 27,961.42
$ $
34,140.9 35,847.97 5% 20.0%
$ $
1.8 1.8 $ $ $ $ $ $
$ $
61,453.67 64,526.35 27,312.74 28,678.38 8,535.23 8,961.99 25.0% 25.0%
91,493.00 35% 30% Jan 13,656.4 14,339.19 5% 8.0%
64,219.09 2.8
100% SEASON TOTAL $
170,704.64 $179,239.87 5% 100.0%
2.0 2.0 $ $
$ $
27,312.74 28,678.38
$ $
4,779.73 5,018.72 35.0% 35.0%
8,535.23 8,961.99
Dollar: $ 107,543.92
60%
$
$
61,161.03 64,219.09
100.0%
$ $
ACTUAL
$ 179,239.87
25%
$
Dec
45% 35%
PLAN
Markdown % Gross Margin %
29,019.8 30,470.78 5% 17.0%
4th Qt Sales
2.4 2.4
LAST YEAR
60%
Turnover
$ $
2.7 2.7
Markup %
Average Stock
Nov
20% 20%
94,997.13 99,746.99
JUSTIFICATIONS FOR SAVANNAH: C-LEVEL STORE
- Overall Income for Urban Outfitters C- level store is 3.5 million. 60 percent of that is the women’s department equaling 2.1 million and 15% is the women’s outerwear department equaling $315,000. After breaking down these numbers into quarters, we determined the women’s outerwear department season total to be $170,704.64 - The majority of Urban Outfitters stores are located near college campuses conveniently close to the company’s target market. Because of the recent economic issues, the amount of college students is increasing. Because of this we are anticipating a 5% sales increase. - When In the Savannah store, we looked at the markdowns vs the original retail price to determine an average markdown on the product and we found that markdowns ran anything from 20% to 60%. We chose a pretty consistent markdown for each month because our inventory is consistent throughout each month. We’ve planned our purchases to be consistent as well so we predict that our only markdowns will be on few units. - While in the Savannah Store we discussed markup with the Men’s Manager, Andrew Neal. He explained that the markup for our department is significantly high. Our Initial markup is 60 percent. We chose this percent to match the market retail price. - We’ve planned the most purchases in September because the weather in Savannah stays warmer longer than most regions. The temperature drops towards the end of October, so we have planned to have inventory prior to October and November. Second to September is August for the same reason.
Philladelphia Customer Kat is a 23 year old printmaking student at Pennsylvania Academy of Fine Art. She lives in a house on some land a few minutes outside of the city. She Works at Rustic Music, a vintage record and guitar shop near the historic district. She loves writing, road trips, and film; She is a regular at the Philadelphia film festival. She is inspired by literature, open spaces, and fresh air. AVG TEMPERATURE (AUG-JAN) HIGH: 87 LOW: 62
Her style is a bit casual and tomboyish. Her favorite piece in her closet is a pair of new-age doc martens and some vintage t-shirts from the early 90s. When it comes to her wardrobe, she doesn’t shop frequently or buy in bulk, and she likes to “shop around”. She’ll wear most of her items until they can’t be worn anymore, but she does take pride in owning unique and sometimes even humorous t-shirts.
SIX-MONTH DOLLAR PLAN
DEPT. NAME
URBN Inc. Philly, Pen (A-Store)
BUYER
Caress Cooper, David Gale, and Elise Johnson
DEPT. #
LY% mth for each qrtr LY% mth for 6 mo
20%
3rd Qt Sales
30%
1%
FALL
SALES $
Last Year Plan % Inc/Dec % by Month Revised Actual
STOCK/SALES
Last Year Plan
BOM STOCK $
Last Year Plan Last Year Plan
$ 142,660.3 $ 149,793.33 $ 79,011.86 $ 82,962.46
$ $ $ $
Last Year Plan % to Sales % by Month Revised Actual
$ $
$ $
Last Year Plan Revised Actual
$ $
RATIO
EOM
MARKDOWNS $
PURCHASES $ (Retail)
Aug
SEASON TOT.
Sales
50%
4%
FALL
$ $
$ 109,597.00
15%
Sept
$ 32,921.6 $ 34,567.69 5% 15.0%
2.6 2.6
2.4 2.4
2,194.77 2,304.51
79,011.86 82,962.46 79,011.86 82,962.46 8,230.40 8,641.92 25.0% 25.0%
$ 41,152.01 $ 43,209.61
$ $
$ $
$ $
32,921.6 34,567.69 5% 15.0%
79,011.86 82,962.46 74,622.32 78,353.43 6,584.32 6,913.54 20.0% 20.0%
35,116.38 36,872.20
219,477.40
Dollar: $131,686.44
Markdown %
25%
25%
39.3%
39.3%
Turnover NOTES:
$ $
$ $
$
68,539.66 3.2
74,622.32 78,353.43 74,622.32 78,353.43 7,462.23 7,835.34 20.0% 20.0%
44,773.39 47,012.06
$ $
43,895.5 46,090.25 5% 20.0%
$ $
1.7 1.7 74,622.32 78,353.43 29,848.93 31,341.37
$ $
$ $
10,973.87 11,522.56 25.0% 25.0%
$ $
10,095.96 10,600.76
SEASON TOTAL
17,558.2 18,436.10 5% 8.0%
$
71,966.64 3.2
219,477.40
$230,451.27 5% 100.0%
1.7 1.7
$ $ $ $
$ $
100%
Jan
Dollar: $ 138,270.76
60%
$
35%
29,848.93 31,341.37
$ $
6,145.37 6,452.64 35.0% 35.0%
68,539.66 71,966.64
100.0%
$ $
ACTUAL
$ 230,451.27
60%
Gross Margin %
37,311.2 39,176.72 5% 17.0%
91,493.00
30%
Dec
2.0 2.0 $ $ $ $
$
30%
PLAN
Markup %
Average Stock
$ $
LAST YEAR
$
45%
Nov
2.4 2.4 $ $ $ $
4th Qt Sales
20%
Oct
54,869.4 57,612.82 5% 25.0%
10,973.87 11,522.56 20.0% 20.0%
20%
Women's Outerwear
133,332.52 139,999.15
JUSTIFICATIONS FOR PHILLY: A-LEVEL STORE
- Overall Income for Urban Outfitters A- level store 4.5 million. 60 percent for the women’s department equaling 2.7 million and 15% for the women’s outerwear department equaling $405,000. After breaking down these numbers into quarters, we determined the women’s outerwear department season total to be $219,477.40 - The majority of Urban Outfitters stores are located near college campuses conveniently close to the company’s target market. Because of the recent economic issues, the amount of college students is increasing. Because of this we are anticipating a 5% sales increase. - When In the Savannah store, we looked at the markdowns vs the original retail price to determine an average markdown on the product and we found that markdowns ran anything from 20% to 60%. We chose a pretty consistent markdown for each month because our inventory is consistent throughout each month. We’ve planned our purchases to be consistent as well so we predict that our only markdowns will be on few units. - While in the Savannah Store we discussed markup with the Men’s Manager, Andrew Neal. He explained that the markup for our department is significantly high. Our Initial markup is 60 percent. We chose this percent to match the market retail price. We’ve planned the majority of our purchases in September and November. In Philly, The temperature drops significantly in September. We have to plan to maintain a higher level stock for a longer period of time not only for the weather, but because the level and size of the store.
Tampa Customer She is inspired by color, travel, and high fashion. Her style is fresh and modern. Most of her wardrobe consists of shoes and accessories, but she loves print and color. She is in love with flatforms and maxi dresses. She is fortunate when it comes to spending. She has quite a bit of funds to spend and appreciates quality just as much as she appreciates uniqueness. She goes on shopping sprees often and buys many pieces at a time.
Chloe is a 17 year old prospective student of dance at the University of South Florida. Her family has a rather large house, so she is continuing to live with them during college. She works at a boutique in the middle of the city and volunteers for events at the USF Contemporary Art Museum. She loves innovative design, AVG TEMPERATURE (AUG-JAN) HIGH: 90 LOW: 80
dance, film, and culture studies.
SIX-MONTH DOLLAR PLAN
DEPT. NAME
URBN Inc. Tampa, Florida (D-Store)
BUYER
Caress Cooper, David Gale, and Elise Johnson LY% mth for each qrtr LY% mth for 6 mo
20%
FALL
SALES $
Last Year Plan % Inc/Dec % by Month Revised Actual
STOCK/SALES
Last Year Plan
BOM STOCK $
Last Year Plan Last Year Plan
$ $ $ $
Last Year Plan % to Sales % by Month Revised Actual
$ $
Last Year Plan Revised Actual
$ $
EOM
MARKDOWNS $
PURCHASES $ (Retail)
30%
$ $
$ 109,597.00
50%
4%
Aug
SEASON TOT.
Sales
3rd Qt Sales
1%
FALL
RATIO
DEPT. #
10%
Sept
$ 14,631.8 $ 15,363.42 5% 15.0%
3.0 3.0
3.1 3.1 $ $ $ $
45,358.66 47,626.60 40,969.11 43,017.57
4,877.28 5,121.14 20.0% 20.0%
$ $
3,657.96 3,840.85 25.0% 25.0%
1,463.2 1,536.34
$ 13,900.24 $ 14,595.25
$ $
$ $ $ $ $ $
$ $
97,545.51
2.8 2.8
2.5 2.5
1.9 1.9
2,926.37 3,072.68 20.0% 20.0%
18,045.92 18,948.22
Dollar: $ 58,527.31
25%
25%
46.1%
46.1%
Turnover NOTES:
36,342.67 2.7
$ 15,509.74 $ 16,285.22
$ $
$ $
100%
37,067.29 38,920.66 16,387.65 17,207.03 4,877.28 5,121.14 25.0% 25.0%
3,706.73 3,892.07
$ $
SEASON TOTAL
7,803.6 8,193.82 5% 8.0%
$
Dollar: $ 61,453.67
60%
$ 38,159.80 2.7
97,545.51
$102,422.79 5% 100.0%
2.1 2.1 $ $
$ $
16,387.65 17,207.03
$ $
2,731.27 2,867.84 35.0% 35.0%
36,342.67 38,159.80
100.0%
$ $
ACTUAL
$ 102,422.79
Markdown %
$
3,316.55 3,482.37 20.0% 20.0%
$ $ $ $
PLAN
60%
Average Stock
$ $
41,456.84 43,529.68 37,067.29 38,920.66
35%
Jan
$ 19,509.1 $ 20,484.56 5% 20.0%
$ $ $ $
91,493.00
30%
Dec
$ 16,582.7 $ 17,411.87 5% 17.0%
40,969.11 43,017.57 41,456.84 43,529.68
$
35%
14,631.8 15,363.42 5% 15.0%
Markup %
Gross Margin %
45%
Nov
LAST YEAR
$
4th Qt Sales
20%
Oct
24,386.4 25,605.70 5% 25.0%
73,159.13 76,817.09 45,358.66 47,626.60
20%
Women's Outerwear
52,625.80 55,257.09
JUSTIFICATIONS FOR TAMPA: D-LEVEL STORE
- Overall Income for Urban Outfitters A- level store 2 million. 60 percent for the women’s department equaling 1.2 million and 15% for the women’s outerwear department equaling $180,000. After breaking down these numbers into quarters, we determined the women’s outerwear department season total to be $97,545.51 - The majority of Urban Outfitters stores are located near college campuses conveniently close to the company’s target market. Because of the recent economic issues, the amount of college students is increasing. Because of this we are anticipating a 5% sales increase. - When In the Savannah store, we looked at the markdowns vs the original retail price to determine an average markdown on the product and we found that markdowns ran anything from 20% to 60%. We chose a pretty consistent markdown for each month because our inventory is consistent throughout each month. We’ve planned our purchases to be consistent as well so we predict that our only markdowns will be on few units. - While in the Savannah Store we discussed markup with the Men’s Manager, Andrew Neal. He explained that the markup for our department is significantly high. Our Initial markup is 60 percent. We chose this percent to match the market retail price. - We’ve planned the majority of our purchases in October and November. Comparatively, we don’t plan to order significantly high purchases or as many because the store is a D-level store located in one of the most warm climates within the country.
Assortment
Moto 30%
Sport Luxe 20%
Blazer 35%
ASSORTMENT AND CLASSIFICATION JUSTIFICATIONS We are planning on purchasing the most of the blazer; we decided it is overall the most trend savvy and appealing piece. Second to the blazer is the motorcycle jacket because of its popularity amongst consumers throughout previous markets. The sport luxe jacket, a modern take to the bomber, is a fairly new silhouette in the market, therefore we are purchasing a lower percentage. Lastly, the oversized blazer peacoat; it is a more high-fashion, statement piece which is appealing to the target market but may not be the most popular. FABRIC DISTRIBUTION DETAILS Moto: Faux Leather Sport Luxe: Cotton/poly blend Blazer: Cotton/poly blend Blazer-Peacoat: Cotton/wool blend
FABRICATION Cotton/wool blend 15% Faux Leather 30% Cotton/poly blend 55%
Blazer-Peacoat 15%
COLOR AND PRINT JUSTIFICATIONS According to Pantone, emerald is the statement color for 2013. Also, when looking over NYFW we noticed emerald is very current in street fashion as well. Street fashion is a huge inspiration for the target of Urban Outfitters, therefore we chose emerald as our most popular color. We were particularly inspired by Phillip Lim’s 3.1 collection at New York fashion week. The color pallete brought to life the mixture of turquoise and emerald as a perfect couple. Cobalt, dust pink, and vivacious were also listed as colors for fall 2013. We particularly chose the dust pink and the cobalt for the dipdyed ombre blazer. We also chose the cobalt along with vivacious for the motorcycle sillhouette. We would love to see the emerald color in all styles, but we are particularly interested in a emerald peacoat.
DISTRIBUTION Emerald 30% Turquoise 10% Cobalt 25% Dust pink 10% Magenta 15% Stripe Detail 5% Ombre Dip-dye 5%
We chose the stripe detailing specifically for the blazer and the sport luxe silhouettes because we see the stripe being a detail for a more casual style for the year of 2013. The dipdyed ombre print will only be used for the blazer. We feel like this print is more fashion forward and better used for cotton/polyester than it is for faux leather or cotton/wool blend. It makes more sense to us to have the ombre print only on the blazer silhouette.
$70
$75
$95
PRICING JUSTIFICATIONS Our highest retail price are the blazer/peacoat. In general, the cost is higher because it involves a higher quality fabric and more of it to produce the garment. Also, the item is more fashion forward. Second to the blazer/ peacoat is the blazer. Our blazer will be produced in solid colors, ombre dipdyed print, and solids with stripe details. Because of the wide range of styles in this silhouette, we priced it on the higher end. The Moto silhouette has been in the market the longest, so our price is on the lower scale. However, the colors we are producing them in is the selling point in making the silhouette more trendy of a product. The sport luxe silhouette, a modern take to the bomber, is newer to the market. The sport luxe is trend driven but still very casual, so we are pricing it a bit lower as well.
$170
Resources
Resources:
History: http://www.fundinguniverse.com/company-histories/urban-outfitters-inc-history/ http://www.marketwatch.com/investing/stock/urbn/profile
10K Report: http://quote.morningstar.com/stock-filing/Annual-Report/2012/1/31/t.aspx?t=XNAS:URBN&ft=10-K&d=bdd98749569c3379bae25fc39b5b6c45 10Q Report: http://quote.morningstar.com/stock-filing/Quarterly-Report/2011/10/31/t.aspx?t=XNAS:URBN&ft=10-Q&d=d3af5250769359171e4fbea26e7bcca7 Colors: http://www.pantone.com/pages/index.aspx?pg=21055
Weather: http://www.accuweather.com/en/weather-news/combination-of-factors-could-m/36990