Six Months Buying plan

Page 1



PART 1 BRAND HISTORY & BRAND VALUE


TOMMY HILFIGER

TOMMY HILFIGER One of the world’s leading DESIGNER LIFESTYLE Brands Celebrates the essence of CLASSIC AMERICAN COOL STYLE

TOMMY JE

Adding a yo

the TOMMY

The line tar

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Strong GLOBAL BRAND AWARENESS TOMMY HILFIGER is one of the world’s leading designer lifestyle brands and is internationally recognized for celebrating the essence of classic American cool style, featuring preppy with a twist designs.(“BoF Careers | The Business of Fashion”, 2019)

Global Retail, Global t


EANS is inspired by American denim classics with a modern, casual edge.

outhful energy and irreverent twist to the TOMMY HILFIGER brand’s heritage,

Y JEANS men’s and women’s collections focus on premium denim.

rgets the next generation of consumers, specifically the 18 to 30 year old

nted consumer

tommy.com, Global Wholesale


TOMMY HILFIGER BRAND OVERVIEW

TOMMY HILFIGER As the core line, TOMMY HILFIGER is globally recognized for bringing to life the classic American cool spirit at the heart of the brand. The collections liberate the timeless classics with the brand’s signature twist, celebrating individuality and optimism through style. The collection targets 25 to 40year-old consumers.

HILFIGER COLLECTION Top TOMMY HILFIGER product offerings lending the brand’s Americana heritage with contemporary influences and a playful fashion edge. The collection targets 25 to 40-year-old consumers.


TOMMY HILFIGER TAILORED TOMMY HILFIGER TAILORED integrates a sharp, sophisticated style with the TOMMY HILFIGER brand’s American menswear heritage. From structured suiting to casual weekend wear, classics are modernized with precision fit, premium fabrics, updated cuts, rich colors and luxe details, executed with the TOMMY HILFIGER brand’s signature twist. The collection targets 25 to 40-year-old consumers.


Promotion & Visual Merchandising

Social Media Engagement

Purchase regular price merchandise at 3,000 HKD/ accumulate receipt till 5,000HKD in one month

Sim

Privilege Card program Discount offers 10% off

Privilege Card/Member card

Direct mail marketing


beside the window display, there also the mannequins at front door with the lattest collection. well stylished

Mannequins

mple styled mannequins with new collection, strong brand logo with neon light , no promotion post

window display

Well Organization

Store Space


Customer Profile

Demographic • 16-35 years old (“Tommy Hilfiger Global | CLASSIC, AMERICAN, COOL”, 2019)

• Students & young professionals • Grey & white collar workers • Spinsterhood/ married without kids • Monthly income: HKD10000-20000


Psychological • Social class: Lower Middle to Upper class • Keep up with brands through social medias & blogs /influencer

Behavioral • Shops for daily outfit &

random shopping & comming for certain products • Average pieces purchased: 1-2 pieces

• Enjoy going out/ travelling

• Attracted by design, style, colour

• Individual expression & creative

• Cares more in trendy/ high-fashion aesthetic

• Likes bright colors with trendy twist /retro vintage look

• Pride & prestige buying motive: Good fabric, fresh, mature application shopping, friends recommidation

• Value trendy & quality



PART 2 MARKETING ANALYSIS



Calvin Klein CALVIN KLEIN is a global lifestyle brand that exemplifies bold, progressive ideals and a seductive, and often minimal, aesthetic


Women’s and men’s jeans wear, appearl and accessories (“Calvin Klein”, 2019)

Simple, Modern classic, casual

New York based (“Calvin Kleinis One of the 500 People Shaping the Global Fashion Industry”, 2019)

5 Stores in Hong Kong

Owned by PVH (PVH, 2019)


The Levi’s® Women’s and men’s jeans wear, appearl and accessories 3 Stores in Hong Kong (, 2018) Epitomizes classic American style Effortless cool Positioned as the authentic, original and definitive jeans-wear brand. Belief No woman can have too many jean jackets. With four seasons to dress for, Levi’s® maintains the perfect rotation of outer wear and jackets for women. You can expect an assortment of classic silhouettes and styles with refreshing new details. From faux fur trim to embellished denim and sherpa, we keep each piece fun and playful in its own way.

The Dockers®

DENIZEN®

Signature by Levi Strauss & Co.™

Brand has defined authentic khaki since 1986.

From Levi’s® celebrates bold, positive energy. Our styles embrace flexibility so you never miss a beat.

Offers authentic style and heritage to every


Gap, The company’s flagship brand, offers iconic American style to customers of all ages, both genders (“History”, 2019) Product denim, Khakis, Outer wear, T- shirts and accessories. With initially started as one brand, developed into a family of brands include: Gap kids, babyGap, Gap maternity and Gapbody. Customers look to Gap for casual clothing and accessories that help them express their own personal sense of style.


Women Jacket/ Gen z & Millenials

customer profile- demographic

18-40years old

• Young professionals / career women

White collar workers

• Spinsterhood/ married with/without kids • Monthly income: HKD20000+

25-45years old

career women

white collar workers

• students & young professionals

• Spinsterhood/ married with/without kids • Monthly income: HKD20000+

18-50 years old

• Grey & white collar workers

Any marital status

• Monthly income: HKD10000-20000


40% half zip

classification

35% full zip 5% Denim jacket

20% long coat jacket

xs /s /m /l/ xl

size

Bold/ Vibrant Pastel

color

range

price

HKD 940--2,355

average

HKD 1,320 30% Tiny jacket

silhouettes

Denim

5%

5% jacket coat 45% windbreaker 20% track Jacket

fabrics

Dark/ Shade/ navy

mixture blend pure 100%

Polyamide Viscose Cotton Recycle polyester nylon elastane.

nylon cotton recycled polyester.


classification

size

60% denim jacket 40% other jacket

xs /s /m /l/ xl/2xl plus size 1,2,3

Classic denim blue

color

range

price

HKD 390--5,450

average

silhouettes/zip

other coloers

HKD 1,005 30% classicdenim jacket 40% short denim jacket

mixture blend

10% coat jacket

pure

20% windbreak jacket fabrics

nylon cotton polyester.

Polyamide Viscose Cotton Recycle polyester nylon elastane.


classification

denim jacket

xs /s /m /l/ xl

size

color

Black & White

range

price

Denim with highlight (bright)

average

silhouettes

HKD 700--6660

Classic denim blue

HKD 1,300 regular denim jacket short denim jacket

fabrics

pure

100% cotton


classification size

denim jacket / sports jacket /coat jacket/ siut /leather jacket /windbreak

xs /s /m /l/ xl/xxl/xxxl

color

range HKD 550-3900

price

denim blue with all leverl

black

drak green

beige /brown

white

pastel

bright color Polyester Spandex Cotton Elastane

average HKD 675

silhouettes

fabrics

denim botton up/siut jacket/blazer/ aviator jacket/ skinny jacket

grey

mixture blend

pure

TencelÂŽ

Polyester Wool

100% Cotton nylon cotton polyester.



high price

Multiple colours

trendy

classic

low price

simple silhouettes/ style

Various silhouettes/ style

hint of colours



PART 3 Inspiration board


MICRO-TREND

MICRO-TREND

New style of VAPORWAVE • • •

Young generation highly access to technology without understanding Survive in a tight corner between the traditional style and high quality own attitude with fashion (Pew Research Center: Internet, Science & Tech, 2019)


MICRO-TREND VAPORWAVE

(wgsn,2019)


Jacket color story

retro element from 80s vintage rideo mceosoft, Peisi, Apple LOGO, Screen of the Old television


Denim color story (WGSN,2019)


Denim color story Retro element from 80s highlight for denim 1980s Denim look emphasis on shoulder (WGSN,2019)


Jacket FEBRIC



PART 4 6 monthes buying plan












Brigh HIght

Sport inject and p

(wgsn


DENIM TREND REPORT







Pew Research Center: Internet, Science & Tech. (2019). Stories From Experts About the Impact of Digital Life. [online] Available at: https://www.pewinternet.org/2018/07/03/the-positives-of-digital-life/ [Accessed 23 May 2019]. Stylus | Innovation Research & Advisory. (2019). Vaporwave: Soundtrack to Austerity | Stylus. [online] Available at: http://www.stylus.com/hzwtls [Accessed 23 May 2019]. 1970s Geek. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/58548/page/1 1970s Luxe – VM & Campaign Inspiration. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/59621/page/2 1980s Excess: VM & Campaign Inspiration. (2017). Retrieved from https://www.wgsn.com/content/board_viewer/#/74106/page/2 1980s Femme. (2018). Retrieved from https://www.wgsn.com/content/board_viewer/#/77575/page/1 1980s Glam. (2017). Retrieved from https://www.wgsn.com/content/board_viewer/#/74868/page/1 1980s Youth. (2019). Retrieved from https://www.wgsn.com/content/board_viewer/#/74023/page/1 Brazil Nostalgia: 1980s Luxe. (2018). Retrieved from https://www.wgsn.com/content/board_viewer/#/66372/page/1 Refined 1970s. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/63886/page/1 Sharp 1970s. (2015). Retrieved from https://www.wgsn.com/content/board_viewer/#/57493/page/1


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