Exclusively for John Lewis
Hera; the supreme goddess, patron of marriage and childbirth, the protector of married women.
Contents Opportunity USP The concept Erdem & John Lewis Contractual agreement Store launch schedule Customer moodboard Market positioning Market research The range Pricing strategy and structure of product offer Production & sourcing Marketing plan Branding & Packaging VM concept Online presence Additional services Conclusion
2 3 4-5 6 7 8 9 10-13 14-16 17-21 22-25 26-27 28 29 30-32 33 34-36 37
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Opportunity UK Average of 252,222 Weddings per Year (ONS, 2017)
Europe to emerge as the fastest growing bridal market with projected CAGR of 8.5% by 2020 (GIA Inc 2015) Influx of own-brand bridal offerings launched this spring Consumers are increasingly searching for pieces with a distinct aesthetic, which are aspirational in terms of design and are well crafted, but at an accessible price point. (Drapers, 2017)
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USP: John Lewis’ first own brand bridal offer, in collaboration with leading British designer, Erdem.
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The Concept Hera represented the ideal woman and was goddess of marriage and the family Aligned with wedding statistics that highlighted “Whimsical� as the most popular wedding theme & LSN, continued references to dream landscape & the psychoactive customer experience John Lewis diversifies itself from current bridal marketplace through collaboration with Erdem alongside the private, branded personal styling suite Appropriate selection for collaboration with British designer with distinguishable handwriting & wholesome attitudes
54
Erdem & John Lewis
"John Lewis already has such a sophisticated consumer so I'm sure they will be excited to be introduced to us." Palmer & Harding in Vogue A gateway towards the luxury market, especially for careful buyers or consumers who are still developing knowledge of luxury goods
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Cross-pollination of customer bases
Natural partnership through brand synergies
Using a partnership to expand product offerings for John Lewis
Contractual Agreement ●
Due to the nature of the collaboration and terms of the contract Erdem shall receive 7% of all profits acquired by the range
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The collaboration, encompassing 12 dresses and a small selection of jewellery and veils shall be designed and manufactured in-house by John Lewis
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The final range shall be officially approved by the design team at Erdem, ensuring that the collection is truly representative of the brand handwriting
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An initial contract of 24 months with the opportunity to extend if both brands are in agreement
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Store Launch Schedule Oxford Circus & Peter Jones Flagship Store, Current services in Personal Styling, Lingerie & Beauty, Kuoni Travel, Giftlist, Dye-to-Match, Flower Shop, Highest Average Basket compared to all stores, Personal Styling, Lingerie & Beauty, Giftlist, Dye-to-Match, adjacent Waitrose
Nottingham Liverpool Personal Styling, Lingerie & Beauty, ONS Statistics 2nd highest wedding rate after London, Specific Occasionwear department, Current services in Personal Styling, Lingerie & Beauty, Kuoni Travel, Giftlist
Newcastle Current Occasionwear Department Location (NRS, 2016), (ONS, 2014) Current services in Personal Styling, Lingerie & Beauty, Kuoni Travel, Giftlist
Edinburgh Made-to-measure menswear offer, Current services in Personal Styling, Lingerie & Beauty, Kuoni Travel, Giftlist
Cardiff Offer to Welsh consumer, Personal Styling, Lingerie & Beauty, Giftlist, Dye-to-Match, Kuoni Travel
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John Lewis Store Current Debenhams
Customer Moodboard for Range
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Market Positioning - John Lewis
“We felt there was a gap in the market for truly beautiful pieces at an affordable price point� -Joe Bennet Head of Womenswear (Telegraph, 2016)
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Market Positioning - Bridal Sector Hera by Erdem shall be positioned as a premium brand, with price points ranging from from £395- £895 utilising Erdem’s signature embroidery and lace style.
“Fashion retailers charge on average 3.9 times more for a white bridal dress than for a similarly-styled normal white dress” (Edited, 2016)
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Market Positioning - Bridal Sector “New retail ventures, such as direct-to-consumer tuxedo companies and alternative bridal salons, cater to this new, personal, budget-friendly attitude� (WGSN. 2015)
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Market Positioning
Needle and Thread - £850 Heavy embellished trail dress
Whistles - £699 Asymmetric lace dress
Phase eight - £395 Flute sleeve wedding dress
ASOS- £110 Missguided - £95 High neck Cold shoulder lace embellished maxi maxi dress dress
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Market Research - Best/Worst Sellers Brand
Lipsy
Selfridges
John Lewis
Debenhams
Monsoon
Missguided
Best Sellers
Worst Sellers
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Worst sellers; Plain design, ž length Best Sellers; Sheath, Embellishment & Full Length
*top 4 cross-referenced designs below
Market Research - Existing Designs Art Nouveau
Tea Gown
John Lewis
X
X
Debenhams
X
X
Monsoon
X
Whistles
X
ASOS
X
Missguided Ted Baker
Fishtail
X
Ball Gown
Empire
70s
X
X
X
X
X
X
X
X
HoF
X
X
X
X
Commercial
Victorian
X
X
X
X
X
X
X
X
X
X
X
X
X X
X X
Contemporary
X
X
Needle & Thread
Grecian
X X
X
X
X
X
X
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Market Research - Trend Forecasting Colour: -Off white -Colour is becoming more popular
Design Features: -Cold shoulder -Interchangeable separates -Backless
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Decoration: -Applique -Embroidery -Bows
Style: -Vintage updated (Ciara, Margot Robbie in 2016) -Modern, fashion forward developments -Asymmetry/Deconstructed -Minimalism inspired by 90s (Eva Longoria in 2016) -Registry/Courthouse dresses (Amal Clooney, Keira Knightley, Chrissy Teigen, Salma Hayek)
Type of Range A bridal wear range that will have an in-store presence, targeting the currently missed opportunity of doing e-commerce only.
Launch date: 17.02.18
An overall style identifiable with Erdem; vintage gowns depicting florals and working with lace. Products will lie within their own department with a catalogue to showcase the existing shoe and lingerie departments. Category
Products
Buy
No. Options
Clothing
Dresses
Own buy
12
Jewellery
Earrings, necklaces, tiaras/headpieces, bracelets
Own buy
3 sets
Accessories
Veils
Own buy
4
Accessories
Shoes, Lingerie
Concession
Within a Catalogue
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Product Range Hestia £795
Full Length Open back
18
Nemesis £895
Maia £735
Full Length Heavy Embellished Long Sleeve
Full Length Tunic style
Aphrodite £795
Full Length Tunic style
Athena £695
Full Length With straps
Rhea £625
Full Length Lace Strapless
Product Range Asteria £895
Full Length Lace cap Sleeve
Artemis £875
Iris £395
Full Length V neck with straps
Knee Length Cap Sleeve
Atalanta £425
Full Length Lace Tunic style
Theia £675
Full Length Tulle with lace detail and straps
Ophelia £475
Mid Length Lace with 3/4 Sleeve
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Attribute Analysis Available in sizes 6 - 18. Sizes 8 and 12 will be on display, in the department for each SKU. Results based on market research, trend forecasting and Erdem’s signature style. Fabrics
Sleeve Type 5
L/S
1
Ivory
8
Lace/Tulle
5
Cap Sleeve
4
Champagne/ Ivory
2
Lace/Chiffon
2
Sleeveless
3
Full Length Knee Length
10
2
Straps 3/4
3
Blush
Neck Line
Dress Shape
Lace
Dress Length
20
Colour
2
Product Mix (%)
Sheath
2
Tunic
3
Dresses
60
Tea Gown
1
High Neck
2
Jewellery
20
Empire
6
Bardot
1
Veils
20
Pencil
1
Sweetheart
1
Fishtail
2
V
5
Features Embellishment
11
Bows
1
Applique
4
1
Moodboard for Product Range Contemporary Tea Gown 70s Victorian Sheath/Empire
Embroidery Embellishment Bows Ruffles/Pleats Applique
Longsleeve Cold shoulder Halter Short sleeve Backless
Long/mid veil Birdcage veil Ivory Champagne Blush
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Accessories Product Range Simple yet effective jewellery sets available for the bride and potentially bridesmaids gifts:
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Anna Set : Swarovski crystals used in a drop feature in both sterling silver and rose gold
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Alma Set :Using clustered Swarovski crystals in a subtle petal detail; available in both sterling silver and rose gold
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Pearl set: Featuring a drop water pearl, available in sterling silver
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4 Styles of veils, including the Scattered Floral Lace Veil in 2 colour options; blush & ivory
Pricing strategy and structure of product offer
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Pricing strategy and structure of product offer
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Pricing justification
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Our broad price range is justified by our survey results that indicate a wide range in expected spend
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Price points correlate with the proposed premium brand
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Evidence suggests that the chosen pricing strategy would be successful as each price point received on average 14% of respondents
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Production & Sourcing John Lewis manufacture in China, 66% & India, 34% for their current branded, bridal offer.
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Pros & Cons: China Pros
Cons
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Low labour costs in developing countries such as China, means higher margins (RAY, 2010)
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Long lead times (Ming & Choi, 2016)
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China has abundant raw material availability, which brings their material cost down further (RAY, 2010)
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Increased carbon footprint (Ming & Choi, 2016)
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Wide breadth of capabilities in garment technology due to new modern factory investments (Scutt, 2017)
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Low global risk and security management (RAY, 2010)
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Long Lead times are expected of Bridal wear (Shaw & Koumbis, 2013)
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Low flexibility in the supply chain system (Ming & Choi, 2016)
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Marketing plan
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Bridal stall at The National Wedding show
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Loyalty card holder incentive - promo material by the tills/emailed to cardholders, sign up to competition in the lead up to the launch to be in with the chance to win a signed Erdem book
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Loyalty card holders to receive a goodie bag on the night
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Launch night social media incentive - friends can tag brides-to-be in the competition Facebook post and random winners will be selected to be invited to the launch party
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Utilise Instagram and Pinterest - separate pages for the Hera By Erdem range
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Hera by Erdem blog, accessed via JL website and link provided on all social media platforms
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Utilise JL current gift list offering into the concept - one stop shop for the bridal customer
Branding & Packaging
The cost of the branding and packaging will be paid for using the increased margin from the jewellery offer.
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White wooden hangers with silver engraved plaques will hang the garments enhancing premium status
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Garment tags will be ivory and the concept name will be embossed in silver, completed with silver ribbon ties
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Large boxes for the dresses and smaller boxes for the accessories will be ivory and embossed with the concept name in silver, with silver ribbon to coincide with the garment tags
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Cardboard luxury white bags with name printed and silver ribbon handles
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Tissue paper adding premium brand connotations
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Dress bags will be ivory with brand name printed in silver
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Jewellery will be engraved with the brand flower
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In-store VM concept “Bring surfaces to life with three dimensional flower overlays, inspired by Tim Walker’s rose wallpaper photograph.“ (WGSN, 2017). Erdem’s ‘17 collection has a “heightened feeling of escapism borrowed from the Post-War period provides a sentiment of optimism and willingness for glamour” (Erdem, 2017)
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In-store VM concept and inspiration “‘Retailment’ is a technique used to create an immersive experience for the consumer by involving all their senses” - Ritzer, 1999 Tim Walkers wedding dream theme video (WGSN, 2017)
Christian Dior’s ‘14/15 show ‘dream inspired’ show (LSN, 2017)
“Our Beyond Retail macro trend reports on the rise of multi-channel and experiential retail as consumers become bored of stale shopping environments.” LSN, 2017
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Back flower wall landscaping focal point (Bailey & Barker, 2014).
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POS ‘Hera’ Jewellery presented by the till
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Central Chandelier and full collection on ‘hybridised’ mannequins, to draw the customer into the store (Bailey & Barker, 2014).
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Decompression zone at the front of the store, so the public can browse the collection (Paco, 1999)
250 sqft
Entrance
In-store VM Floorplan
Online Presence
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There is an expected 55% increase in mobile sales in the next five years Omni-channeling is a technique used to connect to consumers through multi levels (Paco, 1999) 33
Additional Services • Incorporating current offer alongside collaboration improves average price of basket
Bridal Menu Pre-Wedding
• Ensures the proposal encapsulates the full build-a-bride service • Seamless & accessible service for brides with many options under one roof • Advantageous for John Lewis brands in relation to competitive advantage • Bridal Menu offer inside the personal shopping area alongside inspiration book
Pamper Wedding Stationery Alteration Service Gift List Lingerie
Wedding Day Flower Arrangements
Post Wedding Honeymoon Planning Honeymoon Wardrobe Wedding Insurance
Hera by 34
Additional Services
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Additional Services Alteration Service will be an external process offered by John Lewis’ trusted tailoring services. If capabilities were seen to been appropriate for wedding dress alterations, we would use local partners used by the Men’s Made to Measure Department at 3 alterations for £150. Competitors Offer: Debenhams Debut Outsource alterations Berketex Bride £200 for 3 alterations done in-house Whistles At Customer’s Discretion Needle & Thread At Customer’s Discretion
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Conclusion Europe to emerge as the fastest growing bridal market with projected CAGR of 8.5% by 2020 (GIA Inc 2015) Hera by Erdem shall be positioned as a premium brand, utilising Erdem’s signature embroidery and lace style Targeting “Brand Lover” consumer profile, it will emphasise importance of consumer experience in John Lewis portfolio Running in conjunction with macro trend of immersive retailing, the offer will have great importance on promotional mix from VM to accessibility across all platforms
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Exclusively for John Lewis
Fight for the fairytale, it does exist...
Francesca Ford francescanford@gmail.com Erin Fleming contacterinfleming@gmail.com Cydney Nunn cydneynunn@hotmail.com Mia Jacobs miajacobs97@gmail.com Ellie Radford ellieradford333@hotmail.co.uk Thara Darnton w1577474@my.westminster.ac.uk