Unit 2 & 3 Final Major Project. Faye Toner.
Task 1 - History of Matalan Unit 3: 1.2 Research into the chosen market sector to inform a detailed written report to justify a concept for the current and future.
Matalan is a high street company who's mission is to “provide outstanding value for modern families�. The company was foundered 30 years ago in 1985 by British business man John Hargreaves. Mr Hargreaves entered into the retail business when he was 16. Liverpool born John Hargreaves left school at 14 and started off by working on a market stall selling seconds from Marks and Spencer at a huge discount. At this early age John had the concept in his mind of selling mass quantity of clothing at a cheap price. At the age of 20 he had started a chain of stores called Jaymax, after his two eldest children. It wasn’t until the 1980s whilst on a trip to America that he thought if the idea that would make him a multi millionaire. 30 years on the company is now worth 250 million, with 217 stores across the United Kingdom.
Action Plan Activity
Start Date
• • • •
Action plan Start Reflective diary (to be updated weekly) History of the brand Trend forecasting S/S16-17
4/03/16 4/03/16 - continued 4/03/16 4/03/16 – 16/03/16
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Existing customer profile New customer profile Interview questions and techniques.
17/03/16 17/03/16 18/03/16
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Concept board for Range Analysis on concept board for Range. Design Range Financial Spreadsheet and Analysis Business Plan Elevator Pitch Marketing Strategies
18/03/16 18/03/16 23/03/16 23/03/16 24/03/16 24/03/16
Task 1 - Matalan Departments and Brands Matalan has multiple departments within its store, these departments are women's wear, men's wear, children's wear and home ware. Men's, women's and children's wear departments are made up of brands which are listed below. Women's wear brands : • Classic • Falmer Heritage • FHM by Fenn Wright Manson • Julien McDonald • Rogerd and Rogers • Soleuxe • soon Children's wear brands: • Souluxe • Candy Couture Teen Fusion • Teen Boys
• • • • • • • • •
Men's wear brands : Bench Farah Jeff Bunks 24:7 Lincoln Money Pringle Souluxe Taylor and Wright Wrangler
Task 1 - Marketing and promotion Matalan have used the aid of a number celebrity endorsements to help promote there brand and appeal to a wider consumer audience. The company have worked with fashion model Abby Clancy and high end catwalk designers such as Philip Armstrong and Julien McDonald to produce ranges at an affordable price point for the company, allowing followers of the globally known designers to buy into the Matalan brand by purchasing designer inspired clothes of good quality at affordable high street prices. Having high end quality designers associated with the company raises the companies profile and has positive effect on the companies reputation as the consumer will think if a high end fashion designer is willing to have there brand linked with the store then the store must be of credible quality. Using a celebrity endorsement engages a different type of consumer to that of the already existing consumer. This is a successful way of enticing a new generation of consumer who will in turn be your companies future customer.
Task 1 - Marketing and promotion Matalan uses a number of marketing tools to promote its store. It offers a rewards card which entices the consumer to apply for one in order to be entitled to in store promotions, as only card holders qualify for the discount promotions. Matalan has its own app which is free to download and automatically entitles the customer to a 10 percent discount. The App allows discount vouchers to be sent straight to your phone to use rather than in the post. The rewards card is a method of marketing used to help secure a returning consumer. One of the most successful forms of marketing that Matalan have used which helped not only create awareness for the store but also enhance its reputation in a positive way was the “Beanie or Bobble?� campaign. This was a campaign supported and helped advertised by celebrities to raise money for children's hospital Alder Hey. The hats where sold in store and 100% profits went towards helping Alder Hey develop better, safer medicines for children across the UK.
Task 1 - Store layout / VM /packaging Matalan stores all have the same theme throughout the store. The majority of the stores have total glass fronts which allow a large visual merchandising space for a number of product to be show cased and displayed in a way that will attract the consumer. The Stores name in large red capital letters graces the stores entrances making it easy for the consumer to recognise the store and its brand regardless of its location. Each store is set out in departments men's wear, children wear, women's wear and home ware. Each section is merchandised accordingly with posters stating if there is any promotional discounts on offer to make the consumer fully aware. All posters and bags are red to mirror the companies logo and theme.
Task 1 - Matalan's competitors
Matalan promotes itself globally by its online website. Everything that is available to buy in store is also available to buy online . The website also offers a click and collect service which allow you to order and pay for an item and get it delivered to store for the customers convenience. The website also offers guidelines on the fit of garments almost like a cyber personal shopping guide for the consumer.
Task 2 - Existing customer profile for Matalan Women’s wear:
Sarah is a 37 year old mum of two, Luca who is 8 years old and Tiggi who is 3 years old. She is married to David a 40 year old double glazing window fitter who runs his own business. Sarah works from home managing her husbands business accounts. She enjoys taking family vacations to hot climates. She is an enthusiastic cook and enjoys taking time out for a pamper after a session of yoga, followed by her guilty pleasure cappuccino and a slice of coffee cake. Sarah is an interior obsessive and take pride in recreating new looks for her home. She has a keen eye for fashion for herself and her family but shops savvy which makes Matalan the perfect store catering to all her needs.
Task 2 - Matalan Mood Board Unit 3: 1.2 Research into the chosen market sector to inform a detailed written report to justify a concept for the current and future
I used Photoshop to create a mood board for Matalan. I chose images that I felt promoted the brand and portrayed what services it offers (click to buy), from brands to store layout, to ad campaigns as well as images to give and insight to what type of existing women's wear consumer the brand already has. I used different techniques on photo shop to distort images and change there opacity in order to be able to layer them without loosing sight of images behind. This process allowed me to get a wide variety of images from all departments of the store onto my mood board. I feel that by looking at my mood board it is easily distinguishable that the brand it is for is Matalan. I feel that if a consumer was to look at this they would gain an over all insight of what the store is about (fast cheap, quality fashion and homeware) products for the home and the whole family. Therefore I feel my mood board was effective in communicating with the consumer.
Task 3 – Trend forecasting for Women's wear range S/S 16/17 Whilst researching what prints where trending for s/s16/17 one of the most eye catching ones that became apparent was was Ethnic an Tropical florals. Designers such as Valentino and Gucci based there s/s collections around this theme, drawing on tropical images such as leaves, plants and flowers and then producing prints distorting and exaggerating them and producing them in bold colours for maximum impact, .
Task 3 – Trend forecasting for Women's wear range S/S 16/17 Animal print has always heavily influenced all year round fashion and s/s16 is no different. Designers such as Tom Ford, Versace, Givenchy and Vivetta amongst a few have chosen to use the effective eye catching prints on numerous fabrics to create different effects for different garments, from bikinis to evening dresses. WE see a range of colours used from neutrals to bold primary.
It became apparent whilst trend forecasting for ss16/17 that fabric dying techniques such as tie dye are coming through strong on the catwalk. Designers such as, Matthew Williamson are channelling this trend by utilising this fabric technique transferring it onto a contrast of sheer and opaque fabrics. Fabrics that are light and fluid are essential to maximise this technique such as cotton, which makes the perfect beach wear item, or onto silk which takes the trend into evening wear. Taking this trend from a perfect day to night look.
A major key accessories Trend that was apparent across all catwalks including Designers such as Celine and Marc Jacobs amongst others, was The Statement bag. Whether it’s the size that makes the impact or the print or colour these accessories are the bold must have accessories for S/S16. I would like to use this trend within my range as I think it would be perfect for a holiday/ vacation bag.
Designers such as shoe designer Sophia Webster based there entire theme for there S/S16 collection around a under the sea theme. Trough colours, slogans and designs and fabrics the designer created a mermaid paradise. This theme was apparent across the catwalks in more subtle forms such as Pucci, Givenchy and Anna Sui who zoned in on prints and materials to create this trend.
A predominant trend across the board from high end designers such as Ralph Lauren and Pucci, filtering down to High street favourites Topshop was the French Riviera trend. Bold stripes in fresh sea blue and neutrals are the focal point of most S/S16 collections and look to be staying strong in the coming S/S17 collections.
Metallic fabrics saturated the catwalks of S/S16 from sport lux styles, evening wear to added that bit of glamour to everyday wear. This trend can be worn head to toe or just inserted into the less adventurous woman's wardrobe in the form of a belt or a shoe. This trend is popular for S/S17 also.
Shirting has been a massive Trend for S/S16 and continues to be going forward for S/S17. Its a trend that is easily adaptable for any woman of any age. Shirting Is an adaptable Trend to any style or type of clothing, whether it be evening wear, day wear, everyday wear or specific occasion wear. It is classic trend that can be adapted and refreshed year after year.
Statement accessories appear to be a huge Trend across the board from high street to designer. From over sized glasses to dramatic earrings, statement necklaces and Rings the size of your hand. Statement accessories are a huge influence to complete or even make a look in S/S16.
Designers have created impact by using textures in fabrics and in layers on garments for S/S16. Texturing is a reoccurring trend throughout researching the catwalks and trend forecasting for S/S16. Designers have used fabrics such as cheese cloth and linen to create a textured look it garments and techniques such as pleating and crocheting to create a textured look as well as layering different fabrics.
Interview Practice Questions What are the qualities of a good leader? The qualities of a good leader is someone who is motivated, who is able keep the staff moral of the team high and the staff that is under them motivated at all times. A good leader must possess good organisational and time management skills and be able to establish what tasks need to be done and what steps the team they are responsible for can take to ensure the task is completed to a high standard and within a reasonable time scale.
How well did your college experience prepare you for this job? My college course prepared me extremely well for this job role as throughout the course I have constantly learnt and developed new skills such as photo shop, financial excel spread sheets and a vast knowledge of how to source information regarding trends and fabrics. Through the development of different skills throughout the course it helped to clarify the specific job role that I desired which is that of a buyer.
What has been your biggest professional disappointment? I would have to say that my biggest professional disappointment to date would be being unsuccessful in the third and final interview for head of Topshop personal shopping due to lack of managerial experience, as I felt that even though I lacked managerial experience I felt that given the chance I could of proven that I was more than confident enough to manage two members of staff that would have been underneath me and that my skills and expertise in other areas of the job would of out weighed my lack of managerial experience on paper until I acquired it.
Do you prefer to work in a small, medium or large company? I would adapt this question depending on if the job role was for a small, medium or large company. If it was for a small company I would answer: I prefer to work for a smaller company as I prefer to work in a more personal environment building up a rap oar with the client on a more personal level. On the other hand for a medium to larger company could say that I would prefer to work for a larger company as I feel it would be of a more dynamic fast pace environment with constant challenges allowing me to build and expand my existing skills as well as have the constant opportunity to learn and develop new ones.
Who was your favourite manager and why? My favourite manager would be one who was fair in there management role, someone who will help lead and develop skills of staff that are below them by offering guidance and points to develop there skills allowing them to progress in there job role and gain the necessary experience and skills needed to further themselves.
How did you prepare for this work? In order for me to prepare for this work I researched the company and its history looking at brands it may stock what the companies mission statement was, what ethical values the company promotes (if any). I researched the job role to understand what it consisted of and to ensure that I had the necessary skills and experienced required. Also being aware of what opportunities that there are to develop and progress my skills.
A team experience you found disappointing? A team experience that I found disappointing was having to confirm a delivery of stock, process it from confirming invoices to working out the RRP and barcoding the stock up for it to be merchandised on the shop floor. All steps of the task where delegated to one per person, however some members of staff didn’t complete there part which meant it was left to myself and another member of staff to complete there task. I took a positive from this negative experience though, for future experiences like this I would ensure that all members of staff are allocated a task and a time to complete it in so that interest is not lost and possibly introduce an incentive if the task is completed under time allocated.
Do you prefer to work independently or on a team? I do prefer to work independently over working on a team for the sole reason that if other members of the team are not as efficient or fail to complete tasks given to them this could slow down the entire completion of the task given to the team. However if I was given the task to work as part of a team I would help members of my team that where struggling to complete there task in order for the entire team to meet the deadline. Do you work well under pressure? I feel that I work well under pressure as I keep myself organised by making a list, starting with the most important to least and listing bullet points of methods and means of how I will complete each task, I will then work my way through task by task, marking each task off when completed. I feel that by working this way it relieves pressure allowing me to stay calm, focussed and on track.
What was the most stressful situation you have faced? The most stressful situation that I have faced happened whilst working in a retail store, we had a ten year anniversary event in store for a prestigious footwear brand that we stocked. To promote this event the brand produced a template that was emailed to every stockist, I had to locate a printers that could produce this as an acetate sticker to be transferred onto the window, 24hrs before the event the located printer couldn’t produce the transfer due to technical machinery faults, I stayed up through the night and managed to arrange for a friend who had a printing company to produce and fit the transfer on time for the following day. I feel that this situation proved that my work ethic is of a high standard and that I can problem solve alone as well as under pressure. What do you think you can bring to this position? I feel that I can bring a number of qualities and skills to a buying position, as I am creative in my thought process which I feel will help in choosing and designing product as well as recognising up and coming trends and being able to adapt these to my current business. I will use my organisational skills to ensure deadlines are met and lead times are kept to in order to achieve maximum profit.
How do you evaluate your ability to handle conflict? I would say that my ability to handle conflict is of a high standard, throughout my employment in the retail industry I have found myself in many situations that have required me to deal and diffuse heated situations due to customers complaining with factors such as faulty product sometimes as the result of a manufacturing fault, others at the fault of the customer, in this case sometimes the customers reaction has been one of anguish and displeasure which has on some occasions has become heated, I have had to calmly diffuse these situations. What quality of yours or personal trait matters the most in your career? The quality that matters most to me most in my career is my ability to work hard and always be consistent. I pride myself on my work ethic, to always go above and beyond what is required or expected of me, to always be enthusiastic to learn and acquire new skills as well as building on my existing ones, striving to be the best I can possibly be and striving to constantly evolve and progress within the industry. You have not done this sort of job before. How will you succeed? I intend to succeed in this new job role by researching and ensuring I understand anything that may come to my knowledge that I've had no experience or awareness of and making sure that I over come these obstacles by researching any information that will enable me to do so. I also plan to absorb any hands on knowledge experience gained from shadowing a buyer in order to pick up any tips or skills that will help me progress within the industry.
How did you meeting the deadline? The process I followed in order to meet the deadline is to prioritise what needs to be completed first and decide how, then continue with a list from highest importance to lowest working through one at a time. I found that by setting targets in the form of an action plan listing what tasks are to be completed by what dates helped to keep me on track allowing me to meet my deadline date, by following this method I felt that it relieved stress and eliminate pressure.
Task 4
• Work in pairs and think of your own interview questions for a potential buying position. • Discuss which skills and techniques you have learnt and how you could transfer these skills into a future buying position.
Possible buying questions What are your long term career goals ? What do you expect from this job role and the company? Tell me about your proudest achievement? Tell us about the last time you had to negotiate with someone? What are the top three skills you feel are important to have as a buyer? Discuss which skills and techniques you have learnt and how you could transfer these into a future buying position?
• Research potential progression opportunities within buying and merchandising and critically analyse how you can progress to the appropriate levels. Produce at least 3 pathways to specific job roles which you aspire to.
Task 5 Business plan
Unit 3 : 2.2 Use research to professionally communicate the business ideas   Unit 3: 4.1 Present, to an appropriate audience, a detailed business plan for creating a successful business. Unit 2: 3.1 Organise and effectively present themselves and their work to an appropriate audience.
Customer Profile Natasha Stark is 31 and is a yoga teacher who lives in a studio apartment in Didsbury in Manchester. She drives a cream mini cooper convertible. Natasha is laid back, confident and bubbly. She enjoys socialising with friends and family regularly whether that be having lunch dates or nights out. Natasha loves to travel, her favourite destinations are Ibiza and city breaks. She is a keen lover of fashion and would best describe her style as relaxed, classic and chic. Natasha's wardrobe consists of timeless designer staples mixed with high street savvy purchases and vintage classics. Her favourite stores to shop at are Selfridges, Harvey Nichols, Topshop and H and M. Natasha is a sunglasses obsessive adding to her endless collection every year. Natasha enjoys taking time out of her work schedule to pamper herself by getting a relaxing facial and full body massage.
In-depth Analysis on Customer profile The purpose of my Range is to attract a new customer to Matalan whilst not eliminating there existing on. I believe I have found a niche in the market for a range suitable for holiday destinations such as Dubai and Abu Dhabi where it is not socially or culturally acceptable to wear the usual holiday attire such as a sheer kaftan over a swimwear piece. I wanted to create a versatile, stylish capsule collection with this concept as the foundation for it. I wanted to ensure that I kept the price point similar to Matalan's already existing product so as not to out price the range, keeping the price of garments between £8 and £35. I feel that my range relates to Matalan's brand as I feel that it’s a fresh injection and not a too dramatic change on its already existing womenswear product, still bringing affordable fashion to the brands consumer. The customer I have chosen to aim my range at is a fashion savvy on trend female aged between 25 – 35 who's style and wardrobe consist of designer key pieces accompanied by high street pieces to create an overall look. I want to attract that consumer who currently automatically chooses the likes of h and m and Topshop for these pieces. Hopefully my range will make them question these choices in the future. I Chose this type of customer to help put Matalan on the map for that younger fashion savvy, trendy customer. The customer I chose is a 31 professional yoga teacher that loves to travel, who is established and has a stable financial income but chooses to spend on fashion wisely. I feel that my customer would by my range as it is I trend and of good quality but at an affordable price and would be perfect for the destinations that she travels too.
After researching the type of product that Matalan already stocked I noticed a niche in the company to create a range that would be suitable to go from the beach to dinner or to walk around a shopping mall say when abroad in popular vacation destinations such as Dubai or Abu Dhabi, were there culture doesn’t find it acceptable to wear beach attire such as a kaftan over a bikini, even though it is a holiday destination. I wanted Something more than a cover up but less that a normal day outfit, I came up with the idea that I wanted to design a capsule collection range that the consumer could mix and match and adapt to any environment whilst on vacation. From this idea I began to look at Vogue, WGSN and Pinterest to see what was trending for S/S16 and S/S17. I noticed a trend in fabrics and prints, Stripes appeared to be a massive influence from designer to high street. Shirting appeared to big a big trend as well as fabrics such as linen, cotton and light mareno wool with blends of viscose, polyester and elastane. Colours where of a clean fresh neutral palette accentuated with inserts of fresh blues and turquoise with hints of metallic. When researching trends for S/S17 I also noticed that statement jewellery was trending, I found this trend perfect for my range as it would transform a day look into a more glam appropriate early evening holiday look. Adding a statement necklace to an oversized cotton shirt dress and adding a suede platted tasselled belt would take a beach cover up into a suitable look to go for dinner in. The target audience I wish to aim my range at would be from mid twenties to the stylish on trend women going into there forties. Whilst not excluding Matalan's existing consumer. Inserting pieces such as sunglasses, belts and bags allows the consumer to buy into the range even if they don’t buy into the ready to wear garments. I wanted to aim the range at the consumer who has the funding to shop designer but is more savvy to buy into my range with there purchases, for example they may team a shirt dress from my range for Matalan with a pair or there designer sandals etc. I feel that this range will attract a new fashion forward consumer to Matalan as some of the ranges that the store stocks are slightly repetitive season after season, I feel this range will add a fresh look to the store.
Utopia
Marketing Strategies to promote range for Matalan. Visual Merchandising – In store VM would reflect the range. I envision a section for the range
with a designed backdrop showcasing images of the garments styled on a model shot for Utopia Range, reflecting the colour palette of the range ( blues, crisp whites, neutrals) as well as the environment the range was designed for.
Visual Merchandising – My Range needs to emphasise the concept that each item can be adapted to suit any consumers style. I would have mannequins showcasing for example the long maxi dress but have it styled in four different ways in order for it to appeal to four consumers with different images. I would have look books produced for my range that would be available at till point for customers to browse. Also I would use social media platforms such as Matalan's Instagram to promote the range to create a hype around it being dropped into store. Could look into a celebrity endorsement to advertise and promote the range, would have to be someone who people could relate to in order that there look wasn’t so out of reach that it was unattainable to the consumer. This Is why Abby Clancy works so well for the brand, as people can associate themselves with her being a mum from normal working class back ground, before she was a footballers wife or model.
£22 £22
£25
£7 £25
£28
£7
£20
£25
£15
£8 £25
£10
Utopia – An Imaginary place of fashion perfection …
£11 £12
£18 £12
£35
£18
£30
£25
£18
£22
£18
Task 12 Evaluation and Reflection on Pitch During the dragons den pitch for Matalan myself and my peers worked as a team to prepare for the task. We pitched our ideas for the ranges we had designed to each other. This enabled us to gain and give positive and negative feedback to each other on what aspects of our pitches were successful and what areas needed to be developed and expanded on. By participating in this task and delivering my pitch to class this helped me work on the content of my pitch, what areas I needed to improve and give more depth to, also by engaging in my peers pitches this helped trigger ideas and bring to my attention what areas I needed to touch on for my own pitch. By pitching to my peers it helped me with the pace and speed of my pitch allowing me to make my pitch last for the ten minute allocated time slot whilst taking into account and being aware of the clarity and pace of my speech when delivering my pitch. I took the constructive feedback from my peers and used the negative and positive feedback to perfect my pitch. Pitching to my peers helped give me confidence to deliver my pitch confidently to an audience which I felt helped me to pitch it calmly on the day at Matalan conveying my ideas and concept of my range clearly. I felt that this activity helped to motivate me and my peers to be confident in the concepts for our ranges which I felt came across on the final delivery of our pitches. Whilst watching my peers pitch it helped me identify areas I felt that they conveyed well and also areas that I felt that they could improve and develop. I jotted down constructive notes and fed them back at the end of there pitch. I felt that my action plan helped me to plan my pitch strategically in a step by step manner, organising my thought process and what areas to cover at what point in the pitch in order for it to flow smoothly. Having an action plan helped me to manage the amount of time I had to create and complete my range and made it easier by seeing what tasks had to be completed and what methods I would need to do to complete each step. I felt this process helped me work effectively towards the final pitch deadline. I organised my slides for my presentation methodically starting with the history of the brand (Matalan), then covering there current customer profile progressing onto the new customer profile that I intended to attract. I then covered the current women's wear product that they currently stock and went onto explain as a result of this along with research conducted through trend forecasting, how I came to discover the niche in the market for my beach to day/evening transitional wear range. I discussed how the range would attract a new customer as well as include items that would appeal to there current customer as not to exclude them resulting in maximum profit from the range produced. I went onto to explain how I would like my range promoted and what methods of marketing I would use to achieve this. I discussed fabrics, colours, key shapes and how I would style different items to adapt to different consumer styles.
As a result of the pitch I gave, the head women's wear buyer and head of PR granted me a two week internship at Matalan women's wear head offices which will allow me to shadow someone in the head office and get involved within the buying cycle allowing me to use skills and knowledge that I have acquired throughout my UAL level 4 Diploma and expanding them further by dealing with hands on issues that may occur in the day to day job role of a buyer. I was also marked and given feedback on my pitch. The mark for overall presentation was out of 4. Iabel to present achieved a 2.5 which I was happy with but as it wasn’t the full 4 this showed that I have areas for improvement. The feed back I received was positive reiterating that I was confident and able to present clearly whilst engaging with my audience. They liked that I had reviewed Matalan's customer and product that they already had to offer which they commented was a logical process to follow before deciding which niche market to target. They commented that my slides where creative, however they also commented that they would prefer less copy as I explained via the text on my slides rather than on que cards, I feel that next time I would keep my slides more visual and bullet point key notes on que cards to help me achieve this. They felt that I had completed my trend research successfully and that I had chosen a trend that would translate well for my target customer. Finally they liked the fact that I had thought about visual merchandising and outfit building throughout the range. I plan to take on board all of the critical feedback, positive and negative and use these to develop and progress any future pitches.
FMP Girls SS/17 Range for
History of the Brand Kids Cavern is a leading children's wear designer boutique based in Liverpool. The store foundered in 1989 owned by partners Danny and Tracey Shelvy is located on the first floor of Cavern Walks shopping centre, site of the world famous ‘Cavern Club’ which is globally known for the debut of the Beatles musical career, the club still attracts visitors from the globe which has benefitted Kids Cavern in sales and global brand awareness. The business owners first started off on a local market stall selling limited children's labels then expanded to different markets across Liverpool slowly building a loyal clientele base and reputation from word of mouth. In 1989 the co owners decided to open what is now the flagship store In Liverpool's city centre. The main store now has over 3,000 square feet dedicated to children’s wear, Ranging from the ages of 0 months up to age 16 years catering for both boys and girls. All items are selected by a team of buyers as a result of visits to some of the most sort after children's designers. The Brand now consists of three stores second one also being located in Cavern Walks dedicated solely to children's shoes. The third store is located near by in Knowsley. Between the three stores and including the business’ online store this enables the business to provide the largest choice of quality designer children's clothing, offering over 100 designers to choose from engaging a global consumer as well as a local demographic one. The business continuously engages with its consumer daily through its social media platforms such as twitter, Facebook and Instagram to promote the products that the store stocks this generally converts into sales for the business.
Kids Cavern Existing customer profile
Scarlett is an 8 year old bright bubbly little girl from Liverpool. She is the youngest of three children. She lives with her Mum and two older brothers Sam 12 and Thomas 14 just outside of Liverpool City centre. Scarlett loves all things pink and sparkly and attends Ballet, tap and Jazz dance classes twice a week. She is a huge Little Mix fan and likes to make up dance routines with her best friend Millie to there songs. Scarlett enjoys taking shopping trips of a weekend with her mum ending in a hot chocolate and marsh mellows in Costa. Scarlett saves her weekly pocket money to buy clothes and lip gloss.
Kids Cavern New Customer Profile Cece is a 13 year old bright and bubbly teenager who is obsessed with fashion, her favourite colour is royal blue. She is a trainer obsessive and owns over thirty pairs. Her signature style is a girly dress accompanied by bomber jacket complete with a pair of funky trainers. Cece lives in Liverpool with her Mum and Dad and spends her spare time with her two best friends Holly and Maddison. Cece is a cross country runner for her school and attends training 3 times a week. She has a pet labradoodle called Jasper who she walks everyday. Cece loves all types of music and constantly has her head phones in wherever she goes. Cece loves to draw and carries her sketch pad with her always, sketching what she sees.
In depth Analysis on New Customer The purpose of my Range is to target and attract girls aged 10 to 16 years. After conducting field research within the store handing out questionnaires it became apparent that even though the store offers brands that offer this age range, the brands are failing to target the needs of the consumer they are aimed at targeting due to the design of the garments being slightly childish which isn’t appealing to this transitional age group of girls. I wanted to create a range consisting of three parts, Ready to wear, beach wear and finally footwear and accessories for SS/17. The concept behind the idea for my range is to create and entire summer wardrobe for the girl that is aged 10 to 16 years old. I feel that there is very little product available on the market for this transitional age group. High street stores such as River Island have tackled this niche in the market, however I feel whereas Kids Caverns currently stock brands that are for this age but are childish in design, River Island stock product for this age group but I feel that the design of the product is aimed at a slightly older consumer almost adult like. My aim is to design a range that will target somewhere in the middle of these two current available products. Even though m range will be a designer brand I aim to keep the price at the lower end without compromising the quality of the product, as I will need to compete with high street competitors as well as other designer children's brands that my chosen independent retailer already stocks.
Store Layout- Shoe Store
The stores sole standing shoe shop is located in Cavern Walks opposite the main Flagship store. It consists of a full glass front allowing the passing by consumer to see the entire content of the store without entering. It consists of a variety of display shelving and tables showcasing the shoe brands that the store stocks enhanced by points of sales provided by the individual brands. The shop dĂŠcor is bright and modern with its main feature being a full wall dedicated to a floor to ceiling print of a photo of a forest. The stores Logo situated across the glass front consists of large bright green lettering in keeping with the nature theme within the store, stating the brand and what it stocks.
Store Layout – Main Store
Brands Stocked in Kids Cavern
Store Layout – Marketing and Promotional Strategies for Girls SS/17 Ranges. Kids Caverns main store situated in Liverpool's City centre is located within Cavern Walks shopping centre on the top floor, facing its sister shoe store. The main store consists of a full glass front which is adorn with mannequins showcasing looks created through products chosen from the brands that the store stocks. I feel that this would be an extremely successful marketing tool to promote my range within the store, as I could create a back drop using a print from the design of my range and style mannequins with outfits to allow the consumer to visualise the product in different ways, enabling it to engage a wider target audience as it will appeal to different consumers personal style. The double door entrance opens onto the first floor of the store which showcases Girls brands from age 4 to 16. Each brand is displayed in its own space showcasing each item in one of a size, situated next to product from the range to allow the consumer to outfit build or purchase pieces on there own. Each brand is accompanied by marketing tools surrounding the product such as points of sale (Advertising boards) and look books showcasing campaigns for the brand featuring product displayed. I feel that the way in which the products are merchandised along with look books and advertising campaigns help with regards to attracting the consumer to that brand, giving them ideas on how to create looks using the product available resulting in sales in comparison to brands that don’t have the aid of these marketing tools. I feel that I would like to use these marketing tools to promote my range within the store. This floor also consists of the till point and fitting rooms, as these are two points in the store that are focal to consumers coming and going I feel it would be beneficial to promote and market my brand further at these points by having my brands look books accessible to look at on the till point for the consumer to browse through whilst waiting to pay or try on and also have my brands campaign posters located within the fitting room in order to attract the consumers attention whilst trying on product from the store. To the right of the main floor is what used to be the whole main store when it first opened. It now consists of all baby wear Boys and Girls starting from 0 months ranging up to 36months. This part of the store stocks every garment or accessory that a new baby would need ranging from dummies, blankets, bottles, baby bags, prams and finally clothing for every occasion. Again all product is showcased in the same way as the previous floor, blocked into brands. However as this floor stocks both sexes it is split into two sides, one showcasing girls the other boys.
The second floor of the store consists of girls clothing aged 4 to 16 years. Again it is merchandised as then previous floor before it. On this floor Brand Logos stocked within the store are showcased around the walls. This is a very successful way of marketing your brands logo creating awareness for your brand by attracting the consumers attention as it is eye level. This floor also consists of five large wide screen televisions built within the wall, I would use this as a advertising tool to promote my brand by producing an advert showcasing products that my range will consist of as well as any logo or strap line for my range. The top floor showcases Boys brands aged from 4 to 16 years. Again the product is showcased in the same way as the rest of the store, this floor also consists of fitting rooms. The entire store is brightly lit enabling you to see all product clearly, this will be beneficial also as one of my ranges consists of materials that catch the light and reflect them which will attract the consumers attention, I feel that the store lights will aid this factor. The store has its own packaging and carrier bags that consist of the business’ logo, however upon market research of the store it became apparent that the majority of the brands that the store stocks also supply there own packaging, such as tissue paper and carrier bags consisting of there brands logo. Some brands even supply promotional tools such as lip-glosses with the brands name on etc. to give away with every purchase . I feel that this is a very successful marketing strategy which will allow you the upper hand on your brands competitors as it adds that extra special touch that you might not get with a high street brand. I would most certainly consider this method of promotion when thinking of ideas to promote and market my range.
Brand Comparison Kids Cavern stocks a range of high end and contemporary children's wear brands in order to cater for a wide consumer. The store stocks lower price pointed brands for the consumer that generally purchases from the high street but is looking for something of slightly higher quality but still at not much higher price than high street. The store stocks brands such as Billy Blush to cater which is aimed at this price point consumer with prices starting at £10.00 for a t–shirt and ranging to 65.00 for a jacket. The store then stocks brands such as Oilily which is positioned at a middle price point with garments ranging from socks priced at £12.00 up to rain macs priced at £70.00. This middle priced ranged brand that the store stocks is for the consumer that wants something of higher quality fabric and design and doesn’t mind paying more for it. The majority of ranges priced at this point usually have logos adorned on the garments which lets the consumer visually be aware of what brand the garment is just by looking at it, this is another factor contributing to the higher price point for the garment that the consumer will be paying for. Finally the highest price point that the store stocks, are brands such as Roberto Cavalli which is placed at the high end of designer children's brands. This high price point brand is stocked specifically for the consumer that is looking to spend. Brands such as Roberto Cavalli start at £49.00 for a t-shirt and range up to anything to 280.00 for a t – suit. The price point of this brand reflects the high quality of the product and features prints and logos that identify the brand to other consumers which will automatically link the logo or print to the brands prestige.
Billie Blush Item
Brief Description
Girls T-Shirt with Fish Scale design.
Girls all over reversible print jacket.
Cost
£19.00
£65.00
Fabric Composition
95% Cotton, 5% 100% Polyester, Trimming 100% Elastane
Wash Care
Machine wash Delicate, not suitable for Dry clean.
Machine wash Machine wash Delicate, not cold. suitable for Dry cleaning.
Machine wash Machine wash cold, not cold. suitable for Dry cleaning.
C.O.O
China
China
China
Cotton, Lining 100% Polyester, padding 100% Polyester
Girls gold Gladiator Sandal.
Girls Party Skirt.
Girls Denim Shorts with Tulle Details.
£39.00
£45.00
£29.00
Material unknown
100% Polyester, Trimming 100% Polytheylene, terephthalate. Lining 100% Cotton
84% cotton, 14% Polyester, 2% Elastane
China
China
Comp Shop on my Independent Retailer Kids Cavern
Kenzo Item
Brief Description
Kenzo Girls SS16 Pink EYE PRINT
Kenzo Girls SS16 Orange TIGER PRINT
Kenzo Girls SS16 Pink Tiger Print Tracksuit
Cost
£86.00
£35.00
Fabric Composition
74% cotton 100% cotton 26% polyester
74% cotton 94% cotton, 26% polyester 6% elastane
100% cotton
Wash Care
30 degrees washing
30 degrees washing
30 degrees washing
30 degrees washing
30 degrees washing
C.O.O
China
China
China
China
China
£103.00
Kenzo Girls White Dress with MultiColoured Tiger Print £49.00
Kenzo White Cap with MultiColoured Tiger Print £25.00
Gucci Girls Item
Brief Description Cost Fabric Composition
Girls Floral sweat shirt. £190 • Pink double face jersey with green/red/gree n and blue/red/blue knitted web details Metallic flower embroidered appliqué • 100% modal
Girls Strawberry T-shirt
Imitation leather Jersey and lace character pump sweater
Polo dress
£85
£154
£182
£205
Jersey fabric: 93% Cotton 7% Elastane Lace: 50% Cotton 45% Polyamide 5% Polyester Embroidery 100% Polyester
96% Cotton 4% Elastane Collar: 80% Viscose 20% Metal fibre Details: 100% Cotton
• Light grey cotton jersey with green/red/gre en web and strawberry print • 100% cotton
100% Polyurethane Details: 100% Leather Leather upper Soles: 100% Rubber
Wash Care
Dry clean only
Cool wash
No instructions
Machine washable
Machine washable
C.O.O
Italy
Italy
Italy
Italy
Italy
Comp Shop for Children's SalonCompetitors of my Independent Retailer
Mayoral Item
Brief Description
Girls Pink Check Playsuit with Broderie Anglais
Girls Blue & White Mosaic Playsuit
Girls Navy Blue Flower Jacquard Shorts
Ivory & Gold Lace Embroidered Skirt
Ivory Layered Cotton Lace Dress
Cost
£28.00
£30.00
£21.00
£30.00
£35.00
Fabric Composition
• 100% cotton (cotton poplin) • Lining on shorts: 100% cotton (fine, woven feel)
100% polyester (silky soft)
95% polyester, 4% polyamide, 1% elastane (soft textured feel)
• 100% polyester (soft, textured feel) • Lining: 100% cotton (smooth cotton feel)
•70% cotton, 30% polyamide (textured, lace feel) •Lining: 100% polyester (smooth, stretchy feel)
Wash Care
Machine wash 30*C
Machine wash 30*C
Machine wash 30*C
Hand Wash
Machine wash 30*C
C.O.O
Italy
Italy
Italy
Italy
Italy
Stella McCartney Item
Brief Description
Girls Orange & Pink Floral 'Cleo' Shorts
Girls Orange & Pink Floral 'Clare' Sweatshirt
Girls Ivory & Grey Organic Cotton 'Betty' Sweatshirt
Washed Black Organic Cotton 'Flo' Jumpsuit
Girls Orange & Grey 'Pim' Waterproof Jacket
Cost
£40.00
£58.00
£58.00
£58.00
£110.00
Fabric Composition
100% organic cotton (soft, slightly stretchy feel, with a fleecy underside)
100% organic cotton (soft, slightly stretchy feel, with a fleecy underside)
100% organic cotton (soft, slightly stretchy feel, with a fleecy underside)
100% cotton (soft, slightly stretchy feel)
100% polyester (soft, silky feel)
Wash Care
Machine wash (30*C)
Machine wash (30*C)
Machine wash (30*C)
Machine wash (30*C)
Machine wash (30*C)
C.O.O
Italy
Italy
Italy
Italy
Italy
Young Versace Item
Brief Description
White Jersey Floral Medusa Print Dress
Girls Bright Pink Hooded Tracksuit
Black & Gold Leather HighTop Trainers
Black & Gold Medusa T-Shirt
Black, Gold & Silver Baroque Backpack
Cost
£110.00
£325.00
£210.00
£105.00
£315.00
Fabric Composition
94% cotton, 6% elastane (soft stretch jersey)
Top: 93% cotton, 7% elastane (soft stretch jersey)
• Leather uppers and lining • Non-slip rubber sole
100% cotton (soft, lightweight jersey)
• 60% polyamide (smooth and hard-wearing) • 40% leather • Lining: 100% cotton
Wash Care
Machine wash (30*C)
Machine wash (30*C)
Leather cleaner wit cloth.
Machine wash (30*C)
Machine wash (30*C)
C.O.O
Italy
Italy
Italy
Italy
Italy
Comp Shop Analysis for my Independent Retailer Kids Cavern After completing a Comp Shop report for my chosen Independent retailer Kids Cavern designer children's wear store, I then decided to produce a comp shop for one of the stores competitors Children's Salon In order to compare and contrast similar brands that they may stock. I looked at factors such as price, garment quality, and style, taking into consideration how these factors compare within the brands that my chosen independent retailer stocks in comparison to my chosen competitor Children's Salon stock. I covered low, medium and high price pointed girls ranges as this would be the target audience I would be aiming my range at, I felt that producing these comp shops would help me to get a clearer idea of what price point and type of garment to produce my range around. My chosen competitor was Children's Salon as they are a stockist of children's designer brands , they are a online company as are kids Cavern also. I felt Children's Salon would be a good company to compare my chosen independent Retailer to as they stock similar brands as well as some of the same brands as my chosen independent retailer. I chose the following brands Mayoral, Stella McCartney and Young Versace to compare to the following brands stocked at Kids Cavern, Billie Blush, Kenzo and Gucci. I chose these brands as each one has a comparison due to the price point that they are situated at Billie Blush in comparison to Mayoral ( low price point), Kenzo, Stella McCartney (middle price point) and finally Gucci, Young Versace (High price point). As these brands are located within similar price point and consist of similar style and fabric so therefore would appeal to a similar consumer. All of the ranges I chose consist of a variety of garments. However in comparison to Childs Salon the consumer can purchase in store as well as online which may appeal more to the consumer as they can see, feel and try on the garment in person rather than just viewing it online and ordering it which may result in the garment not being exactly the same in person as it appears on line, which , may result in a back and forth process of the product being sold and returned numerous times until the consumer purchases the correct one. This may be more appealing to the consumer. Also the consumer may have more of a selection in store which may entice them to spend more as they may see more items that they may like to purchase that they wouldn’t of seen online.
Field Research- Trade shows Bubble is a children's Trade show which takes place in London on the 19th and 20th June. Its is a children's Trade show that showcases many of the brands stocked in my chosen independent retailer (Kids Cavern). The Trade show gives Children's brands the opportunity to reach out to key influencers, create awareness for there brand and raise there brands profiles. The Trade show offers a pre – show marketing programme which consists of targeted e – shots, direct mailers, social media posts and press releases, which all feature brands showcased at the Bubble trade show. If you choose to show case your brand at this trade show you will be promoted as part of this multi – channelled campaign. This will allow your brand to be reached by trade buyers, press and the global children's wear industry creating hype for your brand before your product is even showcased. Visiting the Bubble Trade show would be beneficial in the planning of my range as it will allow me to view what exsisiti8ng product is on the market as well as gain inspiration and ideas for the design of my range. It will also allow me to gain and visualise marketing and promotional ideas for my range.
Trend forecasting Analysis Using tools such as WGSN and Pinterest I looked into what would be trending for my intended target audience, which is girls aged between ten and sixteen years for SS/17. As I intended to design two girls ready to wear ranges consisting of everyday casual wear, beach wear, such as bikinis and cover ups, footwear and accessories. I intended to look out for factors such as key shapes, key prints, key patterns and determine if there was anything that influenced them as well as thinking about which trends I would adapt and use for my range. One of the major Trends for girls SS/17 was bold prints, ranging from tropical floral prints inspired by the rain forest to bold animal prints consisting of leopard and zebra amongst others. Prints appeared to be a global trend, with a vast amount of cultures from countries all over the world inspiring different prints such as Aztec prints, tribal prints and psychedelic. All these prints are transferred onto a multiple number of fabrics using multiple techniques to create different looks and textures for garments. Another key trend that appeared to be coming through strong whilst gathering research was the carry through of the rucksack. High end designers featured it as the accessory of the season for A/W 15, SS/16 and A/W 16. For the up and coming season of SS/17 the accessory has been developed further, with miniature versions predicted to be the seasons must have accessory. A massive key shape coming through for SS/17 beach wear is the full costume. Many feature bold tropical prints which have been inspired by wild life animals and there habitat. Bold bright prints of animals in there full form or in distorted form to create abstract prints and patterns are key prints featured on this key shape for SS/17. The statement sandal is a continued trend from SS/16. This trend has been evolved by using different fabrics and shapes for SS/17. Fringing being one of the key techniques used whether it be for detail on the sandal or the main design of the sandal. The design of this trend ranges in style from gladiator, strappy to jelly bean. Metallic are Key colours trending for SS/17 whether garments are fully made from metallic fabrics or just embody the colours that make up the metallic pantone such as silver, copper or gold etc used for trimmings or embellishment on garments. This colour palette is predicted to be featured across a multiple of different garments and ranges regardless of there purpose. All of the key trends that I found to be trending for SS/17 reflect and almost mirror previous trends found in different brands that my chosen independent retailer kids cavern stocks, this is vital as a buyer that I kept this in mind in when researching to ensure that key trends that I was looking where going to appeal to the companies already existing consumer as well as attract the target market that I wished to.
Girls SS/17 Mood Board analysis Following my trend research I produced three mood boards consisting of key trends that I would like to include in my girls SS/17 ranges for my chosen Independent retailer Kids Cavern. As I will be producing two ready to wear collections for girls age between ten and sixteen years, I plan to use a different theme for each one. As each range will be made up of ready to wear garments, beach wear, footwear and accessories I decided to produce a mood board for each of these to help give me further direction with regards to the design and concept I would like to work towards for my ranges.
Business Plan
My business idea is to create two ranges for The independent designer children's wear retailer Kids Cavern. My ranges will target girls in the transitional age group aged between ten and sixteen years. My two ranges will consist of ready to wear, beach wear, Footwear and accessories for SS/17. The overall aim to provide a garment for every summer occasion. My chosen name for my brand is Rainbow. I chose this as my brand name because I liked the idea of the metaphor “over the rainbow “ and as my range is aimed at that transitional age group when a girl is changing from a child into an adolescent, in a metaphorical sense the transitional stage is the rainbow. The ranges will be launched in the main store and the shoe store located in Liverpool's city centre as well as in the smaller store located outside the city centre and also online. I plan to do release day event show casing all three ranges offering a goody bag and personal shopping experience advising the consumer how to style items in different ways to create multiple looks. I will use Kids Caverns social media platforms such as Instagram and Facebook to raise awareness and hype around the release of the ranges. By creating and posting looks on Instagram I will gain an automatic fast response from the brands current consumer from them liking or not liking images posted, which will give me an idea whether the brand will be received in positive or negative way.
Business Aims
Short Term Aims: In the first year of launching my range I hope for it to be a success and sells enough units in order to cover manufacturing, production and marketing costs as well as achieve a profit which can then be used to progress and expand the range In the future allowing it to go from strength to strength. Mid Term Aims: In the first three years of launching my range, I hope to have achieved a high quality brand status within the designer children's industry, resulting in my brand being stocked in other leading designer children's stores such as Selfridges and Harvey Nichols. I also wish to have increased in profit each year, exceeding the year before. The profit gained from this will allow me to expand the range introducing different ranges within the brand hopefully expanding into boys wear as well as babies. Long Term Aims: My long term aims for my brand is to expand globally using the aid of a celebrity endorsement to appeal and attract a global consumer which will hopefully result in more sales and in turn maximise profit made from my ranges which will be put back into the brand helping it go from strength to strength each season. The maximum profit being achieved will allow me to source more expensive fabrics etc constantly improving the standard of my product.
Market Research
Marketing and promoting the Range
Analysis of Girls SS/17 Range After researching my chosen independent retailer, I discovered a niche in the market to design a range to target the consumer market of Girls aged 10 to 16 years, as the current product available appeared to be the slowest selling within store due to the design of the product being too childish for this transitional age group. I feel that the correct market position price to place my range in would be at a medium price point. Even though my range is a designer children's range I feel that the strongest competitors for this target market are on the high street, which means that to attract the consumer that currently purchases the product I am intending to produce I will have to ensure not to over price my range so as not to eliminate the high street consumer. As my ranges are for SS/17 they consist of products designed using light weight summer fabrics such as cotton, denim and jersey crepe which I will source from Bangladesh as this country specifies in these fabrics. My ranges also consists of many heavily printed and embellished pieces which I will source form China as they have high technological advance to produce these garment techniques as well as being cheaper without compromising quality. Using both these countries to source from will enable me to keep cost prices down for production as it’s a cheaper alternative to sourcing a supplier and manufacturer in the UK. Because of this I will have to take into account shipping costs when planning my buying budget as well as costs occurred from packaging. It is important to take all of these factors into consideration in order to gain a successful margin and maximum profit for the ranges produced. As I have chosen the method of shipping to transport my I would have to take into account the critical path and any delays that might occur that could effect delivery of the product It would be beneficial to visit the children’s Trade show Bubble, located in London to gain ideas of existing products available on the market, fabrics, key trends and gain ideas for marketing and promoting ranges, what appeals to the consumer attracting them to brands.
Appraising the Commercial Potential for Success when planning the Range
Buses
Billboards
Newspaper
Radio
Advertisements Social Media
E-Mails TV Advert
Magazines
Instagram Twitter
Business Cards